starting a new catering company- catersource 2013
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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
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 – [email protected]
Now Go Make Some Money!