Turtle Sprouts: A True Organic Cafe

Target Market

Health and nutritious conscious consumers Environmentally aware and sustainable

living Buy organic because of superior taste Active and healthy lifestyle Interested in trying new products Consumer with higher education High discretionary income Consumers interested in niche products and

services

PRIZM Lifestyle Group

Young Digerati-tech-savvy and live in fashionable neighborhoods on the urban fringe they are affluent, highly educated and ethnically mixed. The type of communities they live in are typically filled with trendy apartments and condos, fitness clubs, clothing boutiques and casual restaurants with all types of bars from juice bars to coffee to microbrew. They order from expedia.com for their love of travel, read the Economist, go waterskiing and indulge in Independent Films and might drive an Audi A3 (claritas.com PRIZM 2011).

PRIZM Lifestyle Group

Bohemian Mix-This is a collection of mobile urbanites that represent the nation’s most liberal lifestyles. It’s residents are typically diverse with a progressive mix of young singles, couples and families ranging from students to professionals. Bohemian Mixers, are quick to check out the latest movie, nightclub, laptop and microbrew” They drive VW Rabbit, watch foreign films and read Details magazine. They are college graduates but most are renters (claritas.com for PRIZM 2011).

Psychographics

Drives a Prius or BMW Participates in recycling programs Wants to breathe clean air, drink filtered, clean water and

eat food not filled with pesticides or poisons Does yoga or enjoy nature hikes, very active and concerned

with a healthy body, lifestyle and overall well-being Might engage in political and environmental groups or

causes Most likely young and trendy, enjoys shopping and the finer

things in life May be a complete Naturalist, interested in food grown

locally and organically with sustainable agriculture practices Likely to be interested in alternative medicine, homeopathic

remedies and acupuncture Enjoys massage and spa treatments

Demographics: Hoboken, NJ

Females 49.5% population (typically buy organic products)

75% Living in same house over 1 year 74% Bachelor’s Degree or Higher- ages

25+ Median household income 106k 29% are women-owned business’ Median value of owner occupied housing

572k

Mission Statement“Turtle Sprout's mission is to provide an

environment, which is not only cozy and charming but also fully sustainable. A leader in Eco-friendly restaurants, we

maintain a low carbon footprint, utilizing seasonal produce, creative recycling

practices, and reducing energy and water consumption to positively impact the

environment. To tantalize our customer’s taste buds, we provide exclusively organic and GMO free ingredients and serve them

with gracious hospitality.”

Goals

Energy Efficiency◦Achieve energy efficiency in design and facility

Top-Notch Service◦On-going training for staff in front and back of restaurant

Innovative “Green” Cuisine◦Fun food presentations using uniquely designs

Internal Marketing◦Set aside a menu page to advertise the restaurant◦discount on booked parties, catering, or other products aside from meals

Goals

Cash-flow and SWOT Analysis◦Proper allocation of $2.3 million loan to set up & achieve our goals◦Cash capital back-up of $735,000 to buffer the initial 6 months of operation◦Carefully review our strengths, weaknesses, the opportunities, and threat

Community Involvement◦Giving back to the community by participating in community programs that focus on the health and well-being of the constituents

Target Facility

Renovate an existing facility◦Usage of recycled materials

Conventional food service operation with a fully operational kitchen

Energy Efficient equipment for storing, cooking, lighting, water usage, and technology

Achieve LEED (leadership in environmental and energy design) certification

Sustainable Design

Comfortable and Cozy Atmosphere ◦Bamboo veneers covering fixtures◦Recycled glass light coverings over compact

fluorescent bulbs◦Living tree wall◦Seating for no more than 30 customers at a

time

FOOD TRENDS: Society is Going Green

Seasonal Foods from Alstede Farms- Chester, NJ

Macoun Apples – SustainableAcorn Squash – SustainableButternut Squash – SustainableCilantro – SustainableGreen Beans – OrganicSummer Squash – SustainableCherry Tomatoes – SustainableGreen Bell Peppers – SustainableGreen Tomatoes – SustainableRed Tomatoes – SustainableSpinach – OrganicAsian Pears – SustainablePlum Tomatoes – SustainableRed Onions – SustainableBeets – OrganicLima Beans – Sustainable

Menu

o Pumpkin Ginger Waffles w/ Blueberries

o Arepas w/ Scrambled Eggs and Tomatillos

o Chicken & rice topped w/ avocado, tomato and

red onion drizzled w/ lime juice.

o Mint, papaya and mango Quinoa served in a

halved papaya.

o Asian Pear Bread Pudding

“Sprout out of your shell” and “GO GREEN!”