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FIVE-YEAR MARKETING PLAN

Its Personal*, Inc.

Table of Contents

1. Executive Summary 2
2. Company Description 4
3. Strategic Focus and Plan 5
4. Situation Analysis 6
5. Market-Product Focus 9
6. Marketing Program 10
7. Financial Data and Projections 13
8. Organization 14
9. Implementation Plan 15

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1. Executive Summary

Co-founders Cynthia Rivera, Sabrina Argiro, Ashley Lopez, and Jackie Morales have
decided to create and develop Its Personal* in order to put a new spin on the pizza eating
experience.
Upon the success of our new establishment, our market has the potential to be incredibly
large, as pizza is a common favorite among New Yorkers. Currently, in the state of New York,
there are approximately 9,000 pizzerias. In general, the pizza market represents over $32 billion
dollars in annual sale revenue. Plus, there are 5 billion pizzas sold worldwide each year, and 3
billion pizzas are sold in the United States alone. On average, a person consumes about 46 slices
of pizza per year. Demographically, pizza products are typically purchased by consumers
between the ages of 18-44.
Our target market will consist of working and middle-class men and women between the
ages of 18-35. We will be located on West 45
th
Street and 6
th
Avenue in Manhattan, New York,
where a great amount of people in our target market can be found, as well as tourists.
Since pizzerias are quite common, especially in New York City, there will be some
competition that we will need to overcome. First, there are larger chains such as Pizza Hut,
Dominos, and Little Caesars. Then there are the local pizza shops that can be found just about
anywhere in Manhattan. Customers may prefer the larger chains because of their brand loyalty,
and they may prefer the local shops because they are cheaper than what Its Personal* expects to
charge. Still, Its Personal* is not a typical pizzeria, and it will offer much more than just a
regular local pizzeria.
Although there is a lot of competition in the market, Its Personal* is a new company that
is still in its development stage, meaning it could easily adjust to customer feedback. Also, Its
Personal* is more likely to bring in customer satisfaction, because we allow them to customize
their pizza from the crust to the toppings. By utilizing an assembly-line setup, customers can see
that we only use the best ingredients for their pizza, which is freshly made for each individual.
Its Personal* plans to allow customers to create their own 10-inch personal pizza in any
way that they desire. The establishment will be set up in an assembly-line fashion. When the
customer reaches the first station, he or she can choose from a wide variety of crusts. Then he
chooses a sauce, and finally, he can choose from our large selection of toppings. Once the pizza
is created, the customer will pay for his or her order and receive a buzzer. The buzzer will inform
him once the pizza is ready.
A regular slice of pizza in Manhattan ranges from an average of $2.00-$3.50. When
surveyed, about 60% of our target market said they would spend between $8 and $15 on a 10-
inch personal pizza. Our management has decided that in order to accommodate customer wants,
we will have select packages or price options. Our first package will be $8.49 for choice of a
crust, one sauce and one topping (excluding meats). Our second package will also be $8.49 for
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choice of a crust, sauce and one topping, however, each additional topping the customer chooses
to add will range between $.50 and $1.00.

The key promotion programs for our establishment feature various events and coupons.
We will host various in-store events, and distribute coupons to those who attend, as well as those
whose orders exceed a certain price amount.

Within the next five years, our company plans to attract a variety of people, ranging from
picky eaters and customers with limited amounts of time, in order to create a large and strong
customer base. Its Personal* also plans to meet every customers pizza preference by providing
a wide variety of options and only the best ingredients, and to continue adding more crust, sauce,
and topping options each year. We also want to ensure that we create an assembly line that will
make each customer encounter quick and efficient. Overall, Its Personal*s marketing intent is
to make its name known in New York City, and to build a relationship with its target market
through excellent customer service. In future years, the company plans on expanding to other
locations in New York City, then possibly nationwide.
Once our establishment is nearing its grand opening, in order to get the word out, we
have decided on a combination of ads in magazines and on subways, as well as flyers and radio
commercials. We will also create a Facebook and Twitter account to utilize for promotion and
customer interaction. We will leave flyers containing coupons at college dorms and campuses
around the city, and office buildings in the area.






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2. Company Description

Its Personal* is being developed and was started by co-founders Ashley Lopez, Cynthia
Rivera, Jackie Morales and Sabrina Argiro. It has been created in order to offer pizza lovers a
new and appealing way of ordering personal pizzas. The first restaurant will be established on
West 45
th
Street and 6
th
Avenue in Manhattan, New York.
To the companys knowledge, Its Personal* is the only premium-quality, assembly-line
style pizzeria in Manhattan. There are no places in the area that allow customers to create their
own personal pizza right before their eyes. This will create competitive advantage due to how
unique the restaurant will be. The company believes there will high popularity once opened. In
future years, the company plans on expanding to other locations in New York City, then possibly
nationwide.
Its Personal* believes that its uniqueness and high-quality pizza will prove to be
successful. Co-founders are planning on developing and opening this restaurant in Midtown
Manhattan, and this marketing plan outlines exactly how they will execute these objectives.


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3. Strategic Focus and Plan

This section covers three aspects of corporate strategy that influence the marketing plan: (1) the
mission, (2) goals, and (3) competitive advantages of Its Personal*.

Mission
Its Personal* strives to cater to their customers unique pizza likings by allowing them to
create personal pies to their desire. Through our quick and interactive assembly-line setup, we
hope to provide a quick and easy service to make any meal time enjoyable for both our
customers and employees.
Goals
For the next five years, Its Personal* seeks to achieve the following goals:
Attract a variety of people, such as picky eaters and customers with limited amounts
of time, in order to create a strong customer base.
Meet every customers pizza preference by providing a wide variety of options and
only the best ingredients.
To continue adding more crust, sauce, and topping options each year.
Develop brand loyalty among its consumers.
Create an assembly line that will make each encounter quick and efficient.
Competitive Advantage
Its Personal* is a new company that is still in its development stage, meaning it
could easily adjust to customer feedback.
Its Personal* is more likely to bring in customer satisfaction, because we allow
them to customize their pizza from the crust to the toppings.
By creating the assembly line, Its Personal* allows the customer to see that we
only use the best ingredients for their pizza, which is freshly made for each
individual. The kitchen and assembly line remains clean and presentable for all to
see.
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4. Situation Analysis

This situation analysis begins with a snapshot of the current environment in which Its
Personal* finds itself by providing a brief SWOT (strengths, weaknesses, opportunities, threats)
analysis. After this overview, the analysis probes ever-finer levels of detail: industry,
competitors, company, and consumers.
SWOT Analysis
Figure A shows the factors affecting the market opportunities for Its Personal*. Stated
briefly, this SWOT analysis highlights the great strides that this company will take as soon as the
doors open to the public.
Figure A. SWOT Analysis for Its Personal*


Strengths Weaknesses

1. Unique, high-quality and innovative
range of pizzas
1. Many lower-quality, lower-price
competitors.

2. We are able to provide individual
attention to each customer.
2. Making individual pizzas may be time
consuming.
3. Hygienic food and quick service.
3. Would require customers to wait
longer for their orders.

4. Continuing efforts to create new and
personalized products.
4. No market presence or reputation or
brand loyalty.
5. High traffic location.
5. Our cash flow will be unreliable in the
early stages.
6. Choice of healthier pizzas.
6. Vulnerable to employees taking sick
days or leaving.
External
Factors Opportunities Threats
Consumer/Social
1. Business sector is expanding,
providing more opportunities for
success.
1. Skimming pricing may limit access to
mass markets; consumers may value a
lower-priced, strong brand name more.
Competitive
2. Distinctive name and production style
in its industry.
2. More competitors are moving towards
personalized pizzas for their customers.
Technological
3. Technological breakthroughs enable
our company to be more efficient with
processing and carrying out orders.
3. Competitors are using more
technologically advanced devices.
Economic
4. More consumers eating out, and
bringing prepared take-out into homes.
4. Consumers prefer faster options when
eating out.
Legal/Regulatory 5. No lawsuits against company.
5. Pending approval from the U.S. Food
& Drug Administration.
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Since Its Personal* is a brand new company that allows consumers to experience eating
pizza in a new way, there are many strengths and opportunities to consider. For one, our service
will allow us to give each customer our individual attention. Therefore, we will be able to
provide the best service possible, as well as take customer comments and suggestions into
consideration, to allow for improvement and growth within our company.
Being a new company in the pizzeria and restaurant industries allows for some
weaknesses and threats, as well. People have been consuming pizza in America since the late
19
th
century, and that is why we want to add a new spin to the traditional pizzeria. Still, our
target market has the option to continue eating at lower-cost and lower-quality competitors with
a greater brand loyalty than our company. Although we will utilize an assembly-line style in
order to increase speed and efficiency in the delivery of the pizza, each pie still needs to be
individually made. Therefore, we might not reach the standards for time of the typical New
Yorker in our target market.
Industry Analysis: Trends in New York Restaurants.
New York Restaurants. According to Restaurant.org, restaurants are the driving force in
New Yorks economy. Just the restaurant sales generate remarkable tax revenues. Not only do
they provide healthful options for their customers, they provide jobs and careers for thousands of
New Yorkers.
As of 2011, there have been over 42,610 eating and drinking places in New York.
2013 was projected to register $33.6 billion in sales.
In 2013, the restaurant industry is accountable for 750,900 jobs in New York- 8%
of employment in the state.
Every $1 spent in New York restaurants generates an additional $.88 in sales for the
sales economy.
Every $1 million spent in New Yorks restaurants generates an additional 20.6 jobs
in the state.
In 2023, New York restaurants are projected to employ 801,500 people.
Competitor Analysis: The Pizza Market.
According to Your Guide to Pizza, Pizza Market Place, the pizza market represents over
$32 billion dollars in annual sale revenue. There are 5 billion pizzas sold worldwide each year,
and 3 billion pizzas are sold in the United States alone. The average person consumes about 46
slices of pizza per year. Solely in the state of New York, there are 9,000 pizzerias.
Company Analysis:
Its Personal*, developed by Cynthia Rivera, Sabrina Argiro, Ashley Lopez, and Jaquelyn
Morales, offers customers a new and improved way of ordering pizza. Its Personal* will offer
customers a wide range of crusts, sauces, and toppings, so that their pizza is 100% customized to
their liking. Since it is a new company and has not established any brand loyalty as of yet, Its
Personal* will have many in-store and online promotions, and will be heavily advertised around
New York City in order to gain regular customers.
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Customer Analysis:
In terms of customer analysis, this section describes (1) the type of customers expected utilize
Its Personals products and services and (2) the health and nutrition concerns of New Yorkers
within Its Personals target market.
Customer Characteristics. Demographically, pizza products in general, are purchased by
consumers between the ages of 18-44.
Out of the 70 people in our target market surveyed, most people look for quality and
convenience when it comes to pizzerias. 52% find convenience extremely important and 36%
find it very important, and Its Personal* offers just that.
Because New Yorkers are always pressed for time, Its Personal* offers separate lines for dine-in
and take-out to ensure a quick and efficient experience. Customers surveyed appreciate the
quickness and convenience of competing pizzerias. If this is guaranteed at our new restaurant,
customers said they will be more likely to visit and to promote our business.
Health and Nutrition Concerns. According to our survey, 15% of our target market looks for
healthy and organic crusts, sauces and toppings. Its Personal* will accommodate to those needs
by offering a variety of vegetarian, fat-free and gluten-free products.









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5. Market-Product Focus
This section describes the 5-year marketing and product objectives for Its Personal*, as well as
the target markets, points of difference, and positioning.
Marketing and Product Objectives
Overall, Its Personal*s marketing intent is to make its name known in New York City, and to
build a relationship with its target market through excellent customer service.
Target Markets
The primary target market for Its Personal* is working and middle-class adults between the ages
of 18 and 35. Since Its Personal* is a more upscale pizzeria, and therefore a bit more costly than
a regular pizzeria, it looks to target young adults and business workers in New York City. With
its convenient Midtown Manhattan location on W. 45
th
Street and 6
th
Avenue, it will attract the
target market, as well as the many tourists known to visit the area.
Points of Difference
The points of differencecharacteristics that make Its Personal* unique relative to other
competitors in the marketfall into two important areas:
Unique method of pizza delivery. Its Personal* is set up in an assembly line style. When
a customer enters Its Personal*, he or she will approach the first station, where an
employee will assist him in choosing from a large variety of crusts. Once a crust is
chosen, he will move onto the next two stations where sauce and toppings can be decided
upon. The customer then receives a buzzer to inform him when his pizza is ready. There
will also be two separate linesone for take-out orders and one for eat in orderswhich
makes it quick and efficient for those on the go.

Larger variety of crusts, sauces, and toppings to choose from. At Its Personal*,
customers can choose from almost any type of crusts, sauces, and toppings that they can
think of. We have also taken into consideration that many people in our target market
would appreciate healthier options to choose from, so those will be readily available, as
well.
Positioning
Pizzerias are nothing new in the restaurant industry, but Its Personal* gives customers a unique
experience in the way their pizza is created and delivered, in a more upscale environment.



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6. Marketing Program

The four marketing mix elements of Its Personal* pizzeria marketing program are presented
below.
Product Strategy

Product Line. Its Personal* offers its customers a new way of ordering and customizing their
pizza. When a customer enters the pizzeria, they will approach a counter with multiple stations.
Moving from one employee down the line to the next employee, the customer will choose their
pizza dough/crust, sauce, and toppings. When he/she has completed the final stage, he will then
pay for his item, and an employee will hand him a buzzer. The buzzer will vibrate when his
personalized pizza is ready.
Its Personal* offers a variety of selections such as:
Crust Sauce Toppings
Regular Tomato Fresh Mozzarella
Garlic Bread Vodka Ricotta
Whole Wheat No Sauce/White Chicken Cutlet
Cheesy Crust Buffalo Hot Sauce Grilled Chicken
Garlic Cheesy Buffalo Chicken
Thin Crust Pepperoni/Sausage
Deep Dish Mushrooms
Salad
Vegetables

Additionally, Its Personal* will also offer dessert pizza topping options. They include the
following:

Nutella
Chocolate sauce
Marshmallows
Caramel sauce
Peanut Butter
Assorted Candies
Assorted Fruits

Unique Product/Service Quality. Although there are many pizzerias in NYC, Its Personal*
offers its customers a different type of service. Our motto is You make the pizza, we just put it
in the oven. Most pizzerias around Manhattan offer their customers pizza by the slice. Our
pizzeria offers personal pizza pies about 10 inches in size. A customer is able to take their pizza
to a table and eat in our establishment or take it to go. We also offer delivery options, including
online orders, where a customer can virtually go from one station to another from the comfort of
their home or office.
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Price Strategy
A slice of pizza around the city ranges from an average of $2.00-$3.50. When surveyed,
about 60% of potential consumers said they would spend between $8 and $15 on a 10-inch
personal pizza. Our management has decided that in order to accommodate customer wants, we
will have select packages or price options.

Our first package will be $8.50 for choice of a crust, one sauce and one topping
(excluding meats).
Our second package will also be $8.50 for choice of a crust, sauce and one topping,
however, each additional topping the customer chooses to add will range between $.50
and $1.00.

Promotion Strategy
Key promotion programs feature various events and coupons.

Events. We would like to offer our customers an array of interactive services. When they order
from our store, they already take part in part of the pizza making process, and we want to extend
that. During the first month of our opening, we would like to offer our customers the opportunity
to attend a pizza making class. This class would be given during off-peak hours and customers
would be able to actually make their own pizza with the assistance of an employee/cook. There
will be an entrance fee to this event. The fee will cover the demonstration, the pizza made by the
customer, a beverage and a coupon for a free pizza on their next visit to Its Personal*. If our
first event is a success, we would like to continue them once a month.

Coupons. In order to persuade our target market to come back to our establishment, Its
Personal* will give the first 50 customers of the grand opening a 20% off coupon for their next
visit. Additionally, every customer that purchases our product during the first week of opening
will receive a free topping coupon to use towards their next purchase.

Target Market:
Figure B.

The graph below shows the percentage of people surveyed that would be interested in our new
restaurant.








The target market of Its Personal*
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will be working and middle-class adults between the ages of 18 and 35. Its Personal* is a more
upscale pizzeria, compared to local competitors, and therefore a bit more costly than a regular
pizzeria. With its convenient Midtown Manhattan location on West 45
th
Street and 6
th
Avenue, it
will attract the target market, as well as the many tourists known to visit the area.
Place (Distribution) Strategy
For its beginning stages of business, Its Personal* will be in one location. Customers are
able to go to the establishment to be served by employees, or can order online or by phone for
delivery/pick up. Additionally, there will be a separate line for those picking up and taking out in
order to improve speed and efficiency.

Its Personal* will be located in Midtown, Manhattan on West 45
th
street and 6
th
Avenue. This
location is filled businessmen and women and tourists.
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7. Financial Data and Projections
Because Its Personal* is a startup company, we currently do not have an income
statement. But we compared Revenue from other Pizza Companies in order to come up
with an estimate.

Both Pizza hut and Papa Johns Net income have increased in the past three years.
Because Its Personal* hopes to be the better option of the two, we hope that our Net
income will increase at a faster rate than our competitors.


FIVE YEAR PROJECTION:
Year1 Year2 Year3 Year4 Year5
Financial Elements 2014 2015 2016 2017 2018
Net sales $87,917 $105,361 $112,392 $135,000 $178.065
Gross Profit $438,589 $470,516 $501,338 $550,293 $589,632
Operating profit $227,702 $259,145 $282,331 $301,455 $305,899









Break-even Point
Its Personal* wanted to find out how many personal pizzas they must sell to cover their fixed
cost at a given price. Demand for these pizzas are high because Its Personal* is a new
establishment and many people want to give it a try. Customers are willing to pay at most $15
for each personal pizza. Our fixed cost is about $30,000 for rent, taxes, interest on bank loans
and other fixed expenses. The UVC for a basket is about $6. The break-even quantity is about
3,335 pizzas.
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
Year
One
Year
Two
Year
Three
Year
Four
Year
Five
Net Sales
Gross Profit
Operating Profit
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8. Organization

Its Personal*s planned organization appears in Figure B. below. The four owners will be in
charge of the entire restaurant. Managers will report to the owners, and will be in charge of the
rest of the employees.
Figure C. The Its Personal* Organization


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9. Implementation Plan

The Companys objectives are to successfully establish the restaurant and gain brand awareness
in order to gain more customers. This will ensure the success of our business, along with good
customer service.

Figure D. Implementation Plan
Action Responsibilities By When Resources Potential
Barriers
Communications
plan
Successful
Placement
of Location
Determine area with
our target market.
Determine area
where not many
pizzerias are located.
Cofounders will
determine.
As soon as
possible;
within the
next month.
Real-estate
websites/agents.
Research on the
internet of the
geographical
locations.
Visitations to
possible
locations.
A perfect
location with a
high price.
Good location
that is already
taken.
Everybody will be
involved in this step.
Pricing
successfully
Survey the target
market.
Keep in mind their
occupations as well.
Cofounders are in
charge of this.
This is
currently
taking place.
Survey is the
main resource.
Errors are
made when
calculating.
People are not
entirely honest
on surveys.
Customers and Co-
founders carry out
this step.
Determine
Advertising
Choose whether to
place ads in
newspapers,
magazines.
Decide on whether to
create a commercial
for TV or radio.
Decide on business
cards and flyers.
As soon as the
establishment
has a location
and is coming
together.
Forms of media
will be
resources.
Target market
is not exposed
to the form of
advertising we
choose.
Co-founders will be
carrying out
decisions.
Hire the
right amount
of
employees
and
successfully
train
employees
Determine projected
amount of customers
in order to determine
amount hired.
Teach employees the
step by step
processes of each
job. Ensure they
have excellent
customer service
skills.
Once
establishment
is settled.
Co-founders
will be
resources on
how they want
the restaurant
run.
Hire too many
or too little
due to faulty
calculations.
Hire the
wrong type of
employees.
Co-founders and
employees involved.
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References

1. http://www.statisticbrain.com/pizza-statistics/
2. http://www.restaurant.org