Light House Is a Full-Service

Light House is a full-service restaurant located in Las Vegas, Nevada. The restaurant features low-calorie, low-sodium, and a healthy selection of moderately priced food. Menu selections are influenced primarily by Mediterranean cuisine.

The LightHouse will be owned and operated by LightHouse LLC, a Nevada limited liability corporation managed by ____. Members of LightHouse LLC are: ____ (51%) and ____ (49%).

The following business plan offers an opportunity for financial institutions to review LightHouse's vision and the organization's strategic focus. Included is information on the organization, products and services, the company's market focus, action plans, and forecasts for the future.

1.1 Mission

LightHouse's concept centers on providing a healthy dining alternative for those wishing to lose weight, as well as those wishing to maintain a healthy lifestyle.

Obesity now affects approximately one-third of all Americans. This growing epidemic knows no demographic boundaries, afflicting those of all races, ethnicities, geographic regions, and economic levels. America's diet of calorie-dense and nutritionally-deficient food is one of the primary causes of this problem.

The costs associated with obesity in America are enormous. It is estimated that $93 billion is added to the nation's medical bill annually, due to obesity. Every year, 112,000 people die from obesity-related causes. In addition, there is an associated increased risk of chronic disease in these individuals, including cancer, heart disease, and Type 2 diabetes. As noted, a leading cause of obesity is in poor nutritional choices. By offering a healthy alternative to traditional restaurant dining, LightHouse will distinguish itself from its competitors by offering a menu of low-calorie, low-sodium selections based on the heart healthy concept of Mediterranean dining.

Proper nutrition plays a role in prevention of obesity and chronic diseases, such as cardiovascular disease. The Mediterranean diet has gained popular acceptance as a simple and healthy diet.

Carollo, Lo Presti, and Caimi note that the onion-olive oil maceration product that is typically found in the Mediterranean diet resulted in a positive influence on both diastolic and systolic blood pressure.

In fact, a Mediterranean diet coupled with regular physical activity resulted in a 26% reduciton in hypertension and a 25% reduction in coronary risk, in those study subject who were being controlled for hypertension.

The low-calorie, low-sodium menu selections at LightHouse will feature vegetables, fruits, olive oil, garlic, fish, and other lean cuts of meat, as found as the primary components of a Mediterranean diet;.

Utilizing these high quality, nutrient-dense, low-calorie ingredients, LightHouse will offer its customers delicious and healthy menu choices. These will help those battling obesity, by providing a healthy dining choice, while also being attractive to those who simply wish to maintain a healthy lifestyle.

1.2 Keys to Success

There are several keys to success that will set LightHouse apart from their competition.

Product differentiation - LightHouse's unique offering of high-quality, low-calorie, and low-sodium menu choices is unlike anything in the industry. Restaurants currently may offer a couple of "healthy" menu selections; however, none are completely devoted to ensuring their entire menu features selections that are appropriate for those looking to eat low-calorie, healthy, nutritious food.

Product quality - as food is LightHouse's sole product, the selections presented to customers must be of the highest quality possible. In addition, healthy selections require fresh vegetables, fruits, and meats.

Management - LightHouse's management staff must ensure that food and labor costs are maintained at or below the specified level. Controlling quality will also be another important facet of management, as only by providing a consistent quality meal will LightHouse inspire repeat customers.

Marketing - Marketing for LightHouse will be critical to the restaurant's success. As with any new restaurant, the public will need to be informed about the new dining opportunity. However, in addition to this marketing goal, LightHouse's marketing plan must also educate the consumer about how LightHouse is different - how the restaurant will provide a low-calorie, low-sodium healthy dining alternative.

2.0 Company Summary

LightHouse is a full-service restaurant located in Las Vegas, Nevada. The restaurant features low-calorie, low-sodium, and a healthy selection of moderately priced food. Menu selections are influenced primarily by healthy aspects of Mediterranean cuisine.

2.1 Company Ownership

The LightHouse will be owned and operated by LightHouse LLC, a Nevada limited liability corporation managed by ____. Members of LightHouse LLC are: ____ (51%) and ____ (49%).

2.2 Company Location and Facility

LightHouse will be located in a leased space in Fashion Show Mall, in Las Vegas, Nevada. The facility's indoor dining room will seat approximately 120 patrons, while offering an additional outdoor patio seating serving an addition 30 patrons. Las Vegas was chosen as LightHouse's premier location for a variety of reasons.

First, Las Vegas, Nevada has experienced significant and consistent growth for more than twenty-five years. For several years, it has been one of America's fastest growing cities. In fact, Las Vegas has undertaken several marketing campaigns to entice people to relocate to their city.

This consistent population growth makes Las Vegas an attractive option for any new restaurant. In addition, nearly 39 million people visited the city in 2006, further enhancing the attraction to locating in Las Vegas. However, it is Las Vegas' obesity rate that makes this geographic location of specific interest to LightHouse.

Forbes ranks Las Vegas, Nevada as 18th in the country as America's most obese cities. Nearly twenty-five percent of Las Vegas' population is obese. This is approximately a four point increase from the previous year's figure of twenty-one percent.

This is still an improvement of the cities 9th place ranking, in 2005; however, there is still, obviously, a significant health-related problem in Sin City. As such, LightHouse should be a welcome respite from the gluttonous buffets that frequent the city, for both residents and for travelers looking for a healthy dining alternative.

3.1 Product Description

LightHouse's menu will feature a variety of moderately-priced, low-calorie, low-sodium healthy dining selections, based on Mediterranean cuisine. Dining options will feature fresh vegetables and fruit, olive oil, fish, and other lean cuts of meat.

All will be portioned to meet the caloric and nutritional needs of those wishing to reduce weight, as well as those who are looking to maintain a healthy weight.

Only the highest quality ingredients will be utilized, and dishes coming out of the kitchen will be of the highest caliber before being presented to the customer.

3.2. Competitive Comparison

Doing a quick search of restaurants in Las Vegas, via Yellow Pages Online, there are 3,135 establishments that are competition for LightHouse.

However, none of these restaurants offer a menu dedicated solely to low-calorie, low-sodium healthy dining choices. As mentioned earlier, some restaurants do offer a limited number of "healthy" selections; but, none have made healthy eating directed towards those wishing to lose weight or maintain a healthy weight their goal.

4.0 Market Analysis Summary

The American food service industry had a total of $188.1 billion, in 2006, an increase of 3.9%. The industry is forecast to reach a value of $222.1 billion, by 2011, an increase of 18%, from the 2006 figures. Market volume in 2006 grew 1% to a volume of 71.6 billion transactions and is expected to reach 75.3 billion transactions, by 2011. Cafes and restaurants, the market segmentation LightHouse operates within, account for 39.5% of the industry's value.