Wholesale Food Business Plan

Executive Summary

Justin Seafood Market has been providing customers with the finest quality seafood for five years. The business is primarily wholesale to area restaurants. We purchase seafood directly from local fishermen and contacts all along the Florida panhandle. This allows us to pick from the finest selection of seafood available anywhere. Currently, we sell to over sixty restaurants. This a 10% increase over last year and we estimate that we will have additional restaurants as customers next year.

Justin Seafood Market plans to expand our storefront and sell direct to the public. In our expanded market, we will bring our commitment of quality, freshness and great prices to the public. By purchasing in large quantities we are able to pass the savings on to our customer. 

The planned renovation will cost $150,000. Additional service staff will be hired to assist customers. Bill Justin, owner of Justin Seafood Market, will invest $50,000 in the expansion and also secure a $100,000 short-term loan.

1.1 Objectives

• Establish Justin Seafood Market as the leader in selling fresh seafood to the public.
• Increase the number of customers buying from Justin Seafood Market by 10% over the next two years.
• Establish a Seafood Discount Club for customers that will build customer loyalty.

1.2 Mission

The mission of Justin Seafood Market is to offer customers the best seafood prices on the highest quality seafood.

1.3 Keys to Success

• Superior products will promote customer loyalty.
• A location that will assure walk-in traffic.
• A program that will create customer loyalty.