starting a new catering company- catersource 2013

STARTING A NEW

CATERING COMPANY

FROM BANKER TO BUFFETS…

Who is this guy?

Kevin LacassinOwner / Chef

About Kevin

Good Food Catering Company– Tampa, FL

Background in finance, sales and hospitality Started Company from scratch in 2008 Quickly became known as an upscale caterer Rapid growth was due to grass-roots sales &

marketing techniques Focused on events, weddings and parties Started as a small caterer doing small parties Now we are a small caterer doing large events

Why Are We Here Today?

The “right way” to start a company from scratch

How to quickly establish your company as a market leader

Keys to starting and surviving Keys that are going to make you

successful in your business

Rules of Catering

Number 1 Rule of Catering…

anyone know it?

Rules of Catering

Number 2 Rule of Catering…

Always Have a Plan!

Your Plan

You have a plan, right?

Your Plan

Make Some Plans

Business Plan Marketing Plan

Sales Plan

Business Planning

Your Vision

What kind of company do you want to be?

How large / small do you want to be?

What is your specialty or niche?

Business Planning

Your Vision

If you want to BE successful,

then you need to EMULATE the successful

Business Planning

Establish Your IdentityMake it Unique

- Differentiate Yourself – Service, Food, Style, Presentation

- You will not compete successfully on Price!

- Offer a VALUE- What is your value proposition?

Business Planning

Business Planning-IdentityOur Unique Value Proposition

Upscale Bistro Style Food Innovative Presentation

Top Notch Service

* Note: there is no mention of

lowest price

Business Planning - Identity

The Name

The Mission Statement…What is the Image You Want to

Project?

Business Planning - Identity

Put Yourself In a BoxEvery decision you make should fit

into that box!

Business Planning-Financial

Financial PlanningMake Sure you Have Money in the Bank

Renting vs. BuyingCash Flow Management

Credit (more important than you think)

Planning- Marketing

What is Marketing?

Marketing makes the phone ring and brings prospects to you.

Planning- Marketing

Sales vs. Marketing

Marketing makes the phone ring and brings prospects to you.

Sales helps them make a decision to buy(from you!)

Planning- Marketing

Create a Marketing Plan

Traditional Marketing

Cons-Expensive

- Time Consuming- - Tough to measure the ROI

“Creative” Marketing

ProsInxpensive

- One-on-One (it’s personal)- VERY targeted

ConsIt takes effort!

(if it were easy, everyone would do it)

Primary Marketing Tools

Consistent Brand & Logo Professional Web Site – Get it done right!

Professional Photography Media Exposure

Social Media (FB, Twitter, Instagram) Networking (NACE, ABC, etc.)

Marketing – Your Website

Pay to get it done

professionally!

*** First Impressions Count! ***

Marketing – Your Logo

Your Logo – Your Image!Spend the Money

Hire a graphic designerLook Successful (don’t look

“new”)Doesn’t have to be expensiveIt should reflect your business

Marketing – Your Logo

Recognize These?

Marketing – Your Logo

Components of our Logo

ChefWine Glass

ColorsFonts

Creative Marketing

Ideas for Creative Marketing

Blogging

Facebook

Instagram

Networking

Pound The Pavement

Marketing – Do it Like the Big Guys

Marketing: Get Published!

Wedding Blogs BizBash Style Me Pretty Catersource

Show it off!

Marketing: Establish Credibility

Do a photo shootPlanners and Photographers LOVE doing photo

shoots

They utilize these shoots for marketing

They may want to integrate the food, or just be fed!

Make it clear to the organizers what you want to get out of the shoot

Get free press and free professional photography

Marketing: Credibility

“Day of the Dead” Shoot-from 2010

Sales

Sales will be the lifeblood of your business. Make it a priority.

As Mike Roman says, “if you don’t sell it, you can’t cook it”

Sales

Marketing: The machine that brings them in the door.

Sales: Gets your client to write the check!

Planning- Sales

Create a Sales Plan

Sales – The Meat and Potatoes

Keys to Sales SuccessScript

PracticePersistence

Smart (targeted) Prospecting

Food for Fun!

Make it Top Notch!

Rules of Catering

Always Have a Plan!

Kevin’s 7 – Keys To Success

1. Make a plan and stick to it (but be prepared to adapt and overcome)

2. Decide who you want to be and spend your time being it – you can’t be everything to everyone

3. Focus your time on sales, relationship management and getting future business (or you will be OUT of

business)

4. Don’t give anything away for free unless you will benefit (unless you plan to be a non-profit)

5. Make prudent financial decisions

6. Do what you do best, and hire the rest

7. If it were easy, everyone would do it!

Make the Most of Your Time Today

Before you leave today – jot down your favorite idea

On The Plane Ride Home – Revamp Your Plan

Questions?

Kevin Lacassin – Good Food Catering Company Tampa, FL

Contact me – kevin@goodfoodtampa.com

Now Go Make Some Money!