A sample business plan for

Gourmet/Specialty Products: Kalorama Information LLC, a market research 
firm based in New York, indicates that the gourmet/specialty foods market will continue 
a fast paced growth well into the next decade. This $39-billion domestic industry has 
doubled since 1992, and is expected to continue double-digit growth through 2002.
While demographic information indicates that this sector of the industry is strongest in 
metropolitan areas, there are also growth opportunities in smaller communities.
Packaging and point of purchase marketing efforts are especially important in this 
market, and special attention will be given to these aspects of Whipped Dream. 

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Competition 
There are several brands of whipped topping available in mainstream retail 
outlets. In the grocery stores in the Antlers and Hugo area, all of the ready-to-eat varieties 
are produced by large players, specifically Kraft and Sara Lee. There are also dry mixes 
available, but these are not direct competition for Whipped Dream. According to sales 
figures at grocery outlets in Antlers and Hugo, approximately 65% of the national brand 
prepared whipped topping is sold in frozen tub form, while the remaining 35% is in 
pressurized can form. 
The strengths of these products are their market shares and distribution channels.
They are available in virtually any retail grocery outlet, and have gained strong market 
acceptance. They are also distributed with other refrigerated and frozen dairy products.
Finally, they are priced at $1.29-1.89 per 8-ounce tub or 6-ounce pressurized can, an 
advantage when compared to the suggested retail price of Whipped Dream. 
The weakness of these products is in the lack of variety. None of these companies 
produce or market a flavored topping. Several of the products are also classified as 
‘whipped topping’, but are actually not dairy based. 
Marketing Strategies 
Distribution of Fancy’s Foods Whipped Dream product will begin in the local 
southeastern Oklahoma area. The Beans have an established name and reputation in this 
area, and product introduction should encounter little resistance. The managers of 
Pruett’s IGA and Gardiner’s Grocery in Antlers, as well as Pruett’s in Hugo, have 
indicated that they are willing to carry the products. Their letters of intent and 
endorsement are included in the Appendix section. It is also important to note that 
Gardiner’s Grocery puts an emphasis on specialty food products in addition to standard 
grocery items. 
After Whipped Dream’s debut in Antlers, Hugo, and surrounding towns, Fancy’s 
Foods intends to participate in the “Made in Oklahoma” Demonstration Program 
administered by the Oklahoma Department of Agriculture and Pratt’s Foods in Oklahoma 
City. This program will enable the Beans to introduce Whipped Dream into the 
Oklahoma City metropolitan area under more favorable market conditions. Fancy’s 
Foods also intends to enter the grocery and specialty markets in the Tulsa area in 2000.
The Beans will rely heavily on in-store displays and demonstrations in southeastern 
Oklahoma stores, as well as those in Tulsa and Oklahoma City. They will demonstrate 
the flavored topping in conjunction with fresh fruit during warmer months, and as a 
topping on gourmet coffee and hot chocolate in the cooler months. 
Special attention has been given to developing an attractive label that will stress 
the gourmet/specialty nature of the products. A copy of the label is attached in the 

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appendices. Linda Byford, a business planning and marketing specialist at the Oklahoma 
Food and Agricultural Products Research and Technology Center at Oklahoma State 
University assisted with developing the label, and conducted a focus group study to 
evaluate the image projected by the label as well as the packaging. 
Manufacturing Plans 
Because Fancy’s Foods owns and operates two restaurants, they have facilities 
available to them for a certain amount of the production. Robert Battles, the Pushmataha 
County inspector for the Oklahoma Health Department, indicates that The Beans can use 
these facilities to manufacture food available for retail sale provided that the production 
occurs while the restaurant is not open to the public.
Fancy’s Foods has a 50-gallon high speed mixer, a pressurized tank in which the 
product can be gassed with nitrous oxide, and a 10-foot by 10-foot walk-in freezer, 
enabling them to both produce and store frozen tubs of Whipped Dream. This process is 
already established on a commercial scale. They are in fact already making Whipped 
Dream for use in their restaurant, and storing it in the freezer.
Keith and Marianne feel that the specialty nature of the product will lend itself 
well to the pressurized can, and this was confirmed by the focus group conducted at 
Oklahoma State University. To pursue that opportunity, Fancy’s Foods has contracted 
production of the pressurized 6-ounce cans with Farm Fresh, an Oklahoma dairy 
processing firm. A non-competition/non-disclosure agreement is in place, and a copy of 
this document is included in the appendices. 
Financial Projections 
The following pages include multi year projections for income, cash flow, balance 
statement, as well as estimated financial ratios. These projections are for the Whipped 
Dream division of Fancy’s Foods LLC only. Historical financial information on Fancy’s 
Foods restaurants is available upon request. 

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Fancy's Foods LLC 
Pro Forma Income Statement 
January 1999 - December 1999 
Net Sales 
$240,450.00 
Less: Cost of Goods Sold 
$182,000.00 
Gross Income 
$58,450.00 
Operating Expenses 
Labor 
$12,000.00 
Utilities 
$3,000.00 
Insurance 
$2,400.00 
Sales Promotion 
$12,000.00 
Delivery and Transportation 
$6,000.00 
Miscellaneous 
$1,500.00 
Total Expenses 
$36,900.00 
Net Income Before Taxes 
$21,550.00 
Less: Income Taxes 
$6,465.00 
Net Income After Taxes 
$15,085.00 
Assumptions: 
1 Net sales based on price of $2.29 per 
unit, 
24,000 units sold in Antlers 
2,000 units per month 
36,000 units sold in Hugo 
3,000 units per month 
45,000 units sold in Oklahoma City 
9,000 units per month for 5 
months 
Sales estimates based on 5% market share for prepared whipped topping in each 
market. 
2 Cost of goods sold includes ingredients, packaging materials, labels, and co-
packing expenses for canned product. 
3 No salary will be drawn by the owners/managers in the first year. All profits will be 
re-invested for new market entry and increased production. 

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Fancy's Foods LLC 
Pro Forma Income Statement 
January 2000 - December 2000 
Net Sales 
$425,940.00 
Less: Cost of Goods Sold 
$318,060.00 
Gross Income 
$107,880.00 
Operating Expenses 
Labor 
$18,000.00 
Utilities 
$5,000.00 
Insurance 
$2,400.00 
Sales Promotion 
$18,000.00 
Delivery and Transportation 
$12,000.00 
Miscellaneous 
$1,500.00 
Total Expenses 
$56,900.00 
Net Income Before Taxes 
$50,980.00 
Less: Income Taxes 
$15,294.00 
Net Income After Taxes 
$35,686.00 
Assumptions: 
1 Net sales based on price of $2.29 per 
unit, 
26,400 units sold in Antlers 
2,200 units per month 
39,600 units sold in Hugo 
3,300 units per month 
120,000 units sold in Oklahoma City 10,000 units per month 
Sales estimates based on 10%sales increase from previous year. 
2 Cost of goods sold includes ingredients, packaging materials, labels, and co-
packing expenses for canned product. 
3 No salary will be drawn by the owners/managers in the second year. All profits will 
be re-invested for new market entry and increased production. 

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Fancy's Foods LLC 
Pro Forma Income Statement 
January 2001 - December 2001 
Net Sales 
$592,194.00 
Less: Cost of Goods Sold 
$442,206.00 
Gross Income 
$149,988.00 
Operating Expenses 
Salary 
$20,000.00 
Labor 
$30,000.00 
Utilities 
$6,500.00 
Insurance 
$3,600.00 
Sales Promotion 
$25,000.00 
Delivery and Transportation 
$16,500.00 
Miscellaneous 
$1,500.00 
Total Expenses 
$83,100.00 
Net Income Before Taxes 
$66,888.00 
Less: Income Taxes 
$20,066.40 
Net Income After Taxes 
$46,821.60 
Assumptions: 
1 Net sales based on price of $2.29 per 
unit, 
29,040 units sold in Antlers 
2,420 units per month 
43,560 units sold in Hugo 
3,630 units per month 
132,000 units sold in Oklahoma City 11,000 units per month 
54,000 units sold in Tulsa 
9,000 units per month for 6 
months 
Sales estimates based on 10%sales increase from previous year. 
2 Cost of goods sold includes ingredients, packaging materials, labels, and co-
packing expenses for canned product. 
3 Salary will be drawn by the owners/managers in the third year.

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Fancy's Foods LLC 
Pro Forma Cash Flow Statement 
January 1999 - December 1999 
January 
February 
March 
April 
May 
June 
July 
August 
September 
October 
November December
TOTAL 
Revenues 
$11,450 
$11,450 
$11,450 
$11,450 
$11,450 
$11,450 
$11,450 
$32,060 
$32,060 
$32,060 
$32,060 
$32,060 
$240,450 
Expenses 
Cost of Goods Sold 
$8,550 
$8,550 
$8,550 
$8,550 
$8,550 
$8,550 
$8,550 
$23,940 
$23,940 
$23,940 
$23,940 
$23,940 
$182,000 
Labor 
$0 
$0 
$0 
$0 
$0 
$0 
$0 
$2,400 
$2,400 
$2,400 
$2,400 
$2,400 
$12,000 
Utilities 
$100 
$100 
$100 
$100 
$100 
$100 
$100 
$460 
$460 
$460 
$460 
$460 
$3,000 
Insurance 
$200 
$200 
$200 
$200 
$200 
$200 
$200 
$200 
$200 
$200 
$200 
$200 
$2,400 
Sales Promotion 
$500 
$500 
$500 
$500 
$500 
$500 
$500 
$1,700 
$1,700 
$1,700 
$1,700 
$1,700 
$12,000 
Delivery and Transportation 
$200 
$200 
$200 
$200 
$200 
$200 
$200 
$920 
$920 
$920 
$920 
$920 
$6,000 
Miscellaneous 
$50 
$50 
$50 
$50 
$50 
$50 
$50 
$225 
$225 
$225 
$225 
$225 
$1,500 
Total Cash Flow 
$1,850 
$1,850 
$1,850 
$1,850 
$1,850 
$1,850 
$1,850 
$2,215 
$2,215 
$2,215 
$2,215 
$2,215 
$21,550 

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Fancy's Foods LLC 
Pro Forma Balance Sheet 
December 31, 1999 
Current Assets 
Cash 
$7,054.00 
Accounts Receivable 
$60,484.00 
Inventory 
$80,042.00 
Pre-Paid Expenses 
$1,046.00 
Total Current Assets 
$148,626.00 
Fixed Assets 
Building 
$100,500.00 
Equipment 
$40,950.00 
Gross Fixed Assets 
$141,450.00 
Less Accumulated Depreciation 
$16,900.00 
Net Fixed Assets 
$124,550.00