January 2003

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 Table Of Contents

1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . .2
2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . .4
2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . .4
2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . .5
2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . .6
2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . .7
2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . .7
2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . .7
2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . .7
2.3 Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
2.4 Product Offering . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.4 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.6 Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 11

4.0 Financials 11
4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 11
4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

5.0 Controls 16
5.1 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . 17
5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 18
 Franchise Sub Shop

1.0 Executive Summary

The marketing plan is tied closely to the overall financial and business plan. This plan outlines a
strategy for success, and breaks it down into comprehensible, actionable components that will
enable The Sub Shop to implement marketing activities to provide a solid return on investment.

This plan is designed to complement the business plan, but is also a way for company officers to
get a handle on the external and internal factors that will influence the company's success in the
Ashland market. The following topics will help define how the company plans to differentiate the
business and product offering from the competition, and describe the strategy that will drive its
business forward.

Opening a franchise company has its joys and perils. While the built-in brand recognition is a big
plus for a start-up, that brand has not reached the level of some of the largest fast food chains.
The franchise brand may not provide the level of support expected from a larger franchise chain.
With that said, the combined management experience, and synergy between the goals of the
franchisor and the company's goals will lead to the long-term success of our franchise.

These are the marketing objectives:

• To acquire 25% market share in the Ashland region.

• To position ourselves as a local company, with strong ties to the community.
• To be perceived as the cleanest, most responsive Quick Service Restaurant (QSR) in Ashland.

2.0 Situation Analysis

The Sub Shop is a QSR, that resides somewhere between a fast food restaurant (FFR) and a sit
down restaurant. This category is growing quickly, as people adjust to paying a little more than
they would for typical fast food. While the differentiation between QSR's and traditional fast food
may be transparent to most consumers, there has been a conscious shift in purchasing towards
FFRs and QSRs that provide innovative menus and a selection of custom, or customizable menu
items.

McDonald's new "All American BurgerTM" is an example of the shift towards traditional, homemade-
style menu items. The burger is much like what you would find at a traditional sit-down
restaurant, yet for half the price. All FFRs and QSRs offer some level of food customization as
well. Burger King promises to make you lunch "Your Way.TM" This has been a point of
differentiation for Burger King in the past, yet has become less advantageous to them as other
FFRs have promised product customization.

Ashland is a young market for QSRs. FFRs have left their mark on the town, yet the choices
remain limited to the major national chains. The Sub Shop will will bring new lunch choices to the
Ashland market.

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2.1 Market Summary

The market consists of tourists, downtown workers, and students from Southern Oregon
University. Over 362,000 tourists visit Ashland each year—100,000 for the Shakespearean
Festival and 262,000 for other recreational/shopping activities. Tourists make up the largest
segment of our target market, at about 85% of the total market for our products.

There are about 18,000 people living and working in Ashland. If just 15% of those people buy The
Sub Shop sandwiches twice a month, the company will sell 65,000 sandwiches to that market
alone in 2001. Add that amount to 20% of all tourists to the Ashland area, and those two
segments alone will buy 138,000 meals.

In addition, demographics have shifted in recent years from traditional households (two parents
with children) to more non-traditional households; as a result, many adults feel they have less
free time. Consumers report that they are eating out more often in order to free up time normally
spent cooking, and use that time to enjoy their families and to take advantage of other leisure
activities.

From the Ashland Chamber of Commerce:

Ashland (pop. 18,560) has built its economy on a resource base of timber, favorable climate,
attractive landscape, cultural attractions, a well educated labor force and education. In addition,
Ashland's location off Interstate 5 and the Southern Pacific Railroad, and its proximity to the
Rogue Valley International-Medford Airport, give it market access that is more favorable than
usual for a rural town.

To offset the risk that comes with dependence on one economic sector, the City of Ashland and
the Chamber of Commerce encourage the diversification of markets. Establishment of light
manufacturing firms with value-added components, sophisticated services catering to a
geographically dispersed clientele, and retailing targeted to local residents are especially
encouraged. The Oregon Shakespeare Festival attracts more than 100,000 visitors annually. And
because Ashland is considered a "destination" city, an additional 258,427 people visit here for its
other attractions such as recreation, shopping and sightseeing.

Ashland, while widely known for the nine-month Shakespeare Festival, is also the location of the
only federally funded wildlife forensics lab and research facility in the country. Southern Oregon
University plays a large part in Ashland's economic health, with approximately 5,130 students,
576 faculty, 207 staff, 26 temps and 691 student employees.

The City of Ashland's population over the last four years has averaged 1.4% growth and is not
expected to deviate from that rate. The City of Ashland's "official population projections" show a
19,995 population projection for the year 2,005. Over the 10-year period 1995-2005, a total of
2,010 new residents to Ashland are expected. The City of Ashland's average household size is
2.22 (1990) persons per unit compared to the average household size of 2.34 in 1980.

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Target Markets

Tourists
Downtown Workers
Weekend Shoppers
Students - Seasonal

Table 2.1: Target Market Forecast

Target Market Forecast

Potential Customers Growth 2003 2004 2005 2006 2007 CAGR
Tourists 9% 362,000 394,580 430,092 468,800 510,992 9.00%
Downtown Workers 2% 17,000 17,340 17,687 18,041 18,402 2.00%
Weekend Shoppers 2% 3,500 3,570 3,641 3,714 3,788 2.00%
Students - Seasonal 3% 4,700 4,841 4,986 5,136 5,290 3.00%
Total 8.59% 387,200 420,331 456,406 495,691 538,472 8.59%

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2.1.1 Market Demographics

Our marketing efforts will focus on the following groups of people:

1. Tourists. This is the largest market for us, making up over 93% of our yearly traffic. The
majority of them are retired or semi-retired baby boomers, and urban professionals. The
median age is 52, average household income is $80,000/year, and favorite activities
include gardening, reading, attending art exhibits, and travelling.
2. Downtown workers. This group is the second largest group of customers. The median
age is 32, average household income is $40,000/year, and favorite activities include
camping, fishing, hunting, and spending time with family.
3. Students. This includes high school students and college students from Southern Oregon
University. The median age is 20, household income is $12,000/year, and favorite
activities include snowboarding/skiing, dancing, and shopping.
4. Weekend shoppers. This group includes people who travel from rural areas, and nearby
towns such Medford, Yreka, Grants Pass, and Jacksonville. The median age is 44,
household income is $35,000/year, and favorite activities include fishing, hunting,
gardening, and spending time with family.

2.1.2 Market Needs

There are two market needs we are attempting to fill. First, there's a need for a fast food
restaurant that produces high quality, great flavored food, at a low cost. In other words, there's a
need for value beyond "cheap."

The Sub Shop will fill that need gap by providing above average quality subs, and good, but not
necessarily low prices. The niche for The Sub Shop resides somewhere between consumers who
want to be waited on and people who want a fast lunch for less. Since we will provide cafe-like
tables for people to sit and enjoy their subs, this will attract potential customers from the
traditional restaurant chains. The food is made fast and is relatively inexpensive, considering the
quality of food.

The fast food customers who learn that a mere $1.50 will provide much greater return in flavor
will keep coming back for more, and over time, will come to expect more from traditional FFRs.

There is also the need for eating in a clean, wholesome environment. There are many people who
will not set foot inside a fast food restaurant due to 1) the restaurant's lack of cleanliness and 2)
the relative poverty and despair displayed by the people working in these fast food restaurants.

To address this need, we plan to provide our employees with wages 35% higher than traditional
FFRs in the region. We will not degrade our employees by forcing them to wear polyester
uniforms, and we will offer two group outings a year for the employees, funded entirely by the
company. As for cleanliness, we will expect the highest standards from both our employees, and
our location. The goal will be to ensure that tables are cleaned within three minutes of being left.
Floors will be cleaned daily, and all kitchen supplies and countertops will be maintained to the
highest standards.

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2.1.3 Market Trends

The market for fast food is becoming more demanding. While fast food chains such as D-Lite and
others in the mid-1980s failed in their attempt to market low calorie fast food, since the 90's,
some companies have found that healthy fast food pays off.

GardenburgersTM have become prevalent at many fast food restaurants, and even some fast food
burger franchises are beginning to offer GardenburgersTM, and other soy alternatives.

While marketing fast food only as "healthy" could amount to corporate suicide, there is a trend
towards quality in both food and ambiance.

As mentioned in the Market Needs topic, many people are heading for restaurants that offer fast
food at a slightly higher price, but at a much higher quality, and delivered by employees who do
not feel degraded or otherwise fatalistic about their role at work. While the latter issue may be
debated by intellectuals in management school courses or readers of the current bestselling book,
"Fast Food Nation," the fact remains that American society will continue to want more for less.

If The Sub Shop pursues the niche of customers that reside between the bargain-hunters and the
spendthrifts, as well as people who are repulsed by standard fast food practices, lack of
cleanliness, and the total lack ambiance inherent to most fast food restaurants, the franchise will
be a success.

Market Forecast

600,000

500,000

400,000
Tourists

300,000
Downtown Workers
Weekend Shoppers
200,000 Students - Seasonal

100,000

0
2003 2004 2005 2006 2007

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2.1.4 Market Growth

Consumer households today spend approximately 46% of their food budgets on fast food. The
National Restaurant Association predicts that the QSR market will grow slightly slower than the
overall market for food services.

This is due to reduced discretionary income, and recessionary economic pressures in 2000 and
2001. The overall growth rate in the fast food business is expected to be 4.4% in 2001. Growth in
catering services is expected to be at around 6.5%. Since about 20% of sales will be generated
from catering services, and the market growth will slow during the current post-recessionary
period, overall market growth rate is targeted to a weighted 4.82%.

However, because of the faster than average growth of the Ashland area, and the increase in
tourism in Jackson County over the last few years, the potential customer base will grow at a
healthy 8.59%.

Target Market Growth

10.00%

8.00%

6.00%

4.00%

2.00%

0.00%

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2.2 SWOT Analysis

The SWOT analysis is available in the following subtopics.

2.2.1 Strengths

The company's strengths are listed below:

• The business owners and managers have a combined 40 years experience working in the
restaurant industry.
• The supply chain has been well established by the franchisor, and it is in the interest of the
franchisor to extend credit so that its franchisees may order supplies and continue to pay
the quarterly franchise fee.
• The owners and managers are natives of Ashland, have strong ties to the community, and
are willing to build stronger ties.

2.2.2 Weaknesses

• Cash flow is limited to owner's resources and potential bank loans.

• Generous employee benefits and ownership increase financial risk slightly.
• Management teams' many years of experience may include assumptions that limit amount
of risk taken, and therefore, potential returns.

2.2.3 Opportunities

• Rapid growth in tourism.

• Lack of competition in local QSR arena.
• Increasing popularity of restaurants that serve high-quality fast food.

2.2.4 Threats

• Rapid growth of QSR industry and low barriers to entry—a new competitor could open
shop within three months of determining a location.
• Industry is highly susceptible to a recession.
• Recessionary pressures may also reduce the amount available for unsecured lines of
credit.
• Loss of lease, or regulatory measures that limit the scope of building renovation.

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 Franchise Sub Shop

2.3 Competition

The main competitors are the major national fast food franchises. SubSub is the largest
competitor, with 12,868 franchise in the U.S. alone.

SubSub licenses franchises throughout the nation, and offers two locations in the Ashland Metro
area. McDonald's only has one store in the Ashland area.

SubSub contributes to the growth in our market by advocating for healthy eating habits via
online, TV, and radio advertising. Yet they contribute to the nationwide growth of the healthy food
segment of this market. Their advertising will bring more people to The Sub Shop. The Sub Shop
will target their local operations through direct mail flyers that offer specials to customers that
exchange their full SubSub 10-sandwich punch cards for a free meal and a stamp on the punch
cards provided by The Sub Shop.

2.4 Product Offering

The company will offer a large variety of submarine sandwiches, salads, soups, chili, chips,
cookies, and sodas. The sandwiches are made with The Sub Shop's unique sweet mustard sauce
and each loaf of bread is made fresh daily. The bread is toasted for every order and the soups are
made daily.

More product information is available in the sales forecast table.

2.5 Keys to Success

The most important key to success is location. It is very important that the location live up to
management's expectations, and is convenient to as many potential customers as possible. As
stipulated by the franchise agreement, the "Type A-Profile 1" location must contain a minimum of
6,000 employees within a four block radius (or five minute walk time). The pedestrian traffic must
be adequate and the lunch habits of the customers must be conducive to eating out.

Another key to success lies with management's ability to execute the marketing and business
plans. If they neglect one or more aspect of each plan, whether in the numbers, employee
morale, cleaning and food standards, or a commitment to customers, The Sub Shop will not last
beyond a year.

2.6 Critical Issues

The critical issues are tied to implementing the overall strategy effectively. The strategic elements
of this plan are only as good as management's ability to follow-through:

• The Sub Shop will encourage our employees to think like owners.
• The Sub Shop will respect customers and offer them real value.
• The Sub Shop will stick to a spending plan, and reinvest profits for future growth.

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 Franchise Sub Shop

3.0 Marketing Strategy

Downtown workers:

The Sub Shop will target downtown workers through local businesses, advertising, event
sponsorship, and word of mouth advertising.

Students:

Ashland has a seasonal student population of around 4,700. The company expects to reach
students through campus activities and marketing, as well as by sponsoring special student
events.

Tourists:

Over 100,000 tourists will visit the Oregon Shakespearean Festival in 2001. 262,000 will visit
Ashland for its premier recreational activities. The company will reach tourists at the time they
visit Ashland. Most tourists aren't thinking, "Where am I going to find good, inexpensive lunches?"
when they plan their trips because they know fast food venues are abundant. The strategy will be
to stand out from the other venues available on the street, and letting people know the food is
relatively inexpensive, but without degrading the experience of shopping in Ashland.

Weekend Shoppers:

Weekend shoppers come from Medford to shop for clothes, gifts, and crafts in downtown Ashland.
Over 40,000 people live and work in Medford, and we predict that at least 8% of those people will
at some point shop in Downtown Ashland.

3.1 Mission

The Sub Shop's mission is to bring to market the tastiest and healthiest fast food in Ashland,
offering real value over other fast food restaurants. High standards of quality and cleanliness will
establish a reputation as the cleanest QSR in Ashland.

The community is as important to us as making a profit. The Sub Shop will devote 2% of profits
to a local women's shelter, and 1% to a local environmental conservation fund. This franchise is
founded on the concept that good works and good deeds not only serve the needs of the
community, but will keep the company healthy both financially and spiritually, helping to maintain
a commitment to filling customer needs.

3.2 Marketing Objectives

The most important objectives are:

• To acquire 25% market share in the Ashland region within year two of operations.
• To position The Sub Shop as a local company, with strong ties to the community.
• To be perceived as the cleanest, most responsive QSR or FFR in Ashland.

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 Franchise Sub Shop

3.3 Financial Objectives

• To end 2003 with a 15% increase in contribution margin.

• To increase sales 10% per month the first year.

3.4 Target Markets

The market consists of both tourists, downtown workers, and students from Southern Oregon
University. Over 362,000 tourists visit Ashland each year—100,000 for the Shakespearean
Festival and 262,000 for other recreational/shopping activities. Tourist make up the largest
segment of our target market, at about 85% of the total market for our products. There are about
18,000 people living and working in Ashland. If just 15% of those people buy The Sub Shop
sandwiches twice a month, the company will sell 65,000 sandwiches to that market alone in
2001. Add that amount to 20% of all tourists to the Ashland area, and those two segments alone
will buy 138,000 meals.

In addition, demographics have shifted in recent years from traditional households (two parents
with children) to more non-traditional households; as a result, many adults feel they have less
free time. Consumers report that they are eating out more often in order to free up time normally
spent cooking, and use that time to enjoy their families and to take advantage of other leisure
activities.

3.5 Positioning

The positioning is dependant upon the franchisor. Throughout the last five years, revenue growth
for the franchisor has been in the 20% range so The Sub Shop has faith in the franchisor's
positioning strategy.

The Sub Shop products are positioned to be flavorful, sometimes healthy alternatives to fast
food. Customers will appreciate the clean seating areas, Mediterranean ambiance, and special
sauces, as well as meal specials. In this regard, The Sub Shop is like no other QSR in Ashland.

3.6 Strategies

The Sub Shop's strategy is to keep things simple and stick to the basics.

In the employee room, large banners ask employees:

• What do we want customers to think of us?

• Why are you here?
• You are an owner, what is your plan?
• Why do our customers keep coming back?

Employees are on the front lines every day, and the goal will be to instill a sense of simplicity and
focus in their everyday actions. If employees are not happy with how the company treats them,
that negative energy will be transferred to customers. The company will not always have control
over customers, and their reactions to mistakes (which are inevitable), but does have control over
how employees deal with mistakes and with the customers. Many fast food employees are

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degraded to the point of feeling defensive when a manager address them or when a customer
challenges them. The strategy is to treat employees as owners, and help them make decisions
that benefit everyone.

This strategy will play itself out through fast service, great food, great customer service, upbeat
and friendly presentation, and cleanliness. By keeping it simple, the strategy won't produce a lot
of "noise" for customers and employees, and all goals will be met.

Advertising strategy will focus on special offers provided through various locations and
businesses, and special offers targeted towards building a larger base of return customers.

3.7 Marketing Mix

The company's marketing mix focuses on employees and customers first. Employee service
programs were described in the previous topic. Customer service goals will ensure top-notch
service.

Sales literature, coupons, a direct phone line, fax and website orders, newspaper advertising,
event sponsorships, and multi-purchase punch cards will all contribute to a healthy marketing
mix.

3.8 Marketing Research

Market research is based on informal research such as customer comments, letters, as well as
employee comments and perceptions. The company will occasionally employ an outside agency in
order to determine the scope of our market, to fine tune our assumptions regarding
demographics, to back up some of our assumptions, and to act as an insurance policy against
"internal groupthink." Sometimes clarity is found by those paid to observe company day-to-day
activities from a distance.

4.0 Financials

The following topics include the break-even analysis, sales forecast, and expense forecast tables.

4.1 Break-even Analysis

The break-even analysis is based on a rough estimate of fixed costs. Through FY2001, average
fixed costs will be $4,500 per month. This figure includes the cost to lease the building,
equipment leases, and various other equipment costs and fees. Variable costs include the cost of
labor, food inventory, and other product-related costs. The variable cost estimate is $1.20 per
unit, although that number may be revised up as actuals determine changes in the coming
months.

Monthly break-even on unit sales is 2,250. This includes units other than sandwiches, such as
cookies, soda, chips and other add-ons. The basis for this break-even point is an average of
entrees (sandwiches) and add-ons. The average per unit revenue is $3.20.

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Break-even Analysis

$4,000

$2,000

$0

($2,000)

($4,000)

($6,000)
0 750 1500 2250 3000 3750

Monthly break-even point

Break-even point = where line intersects with 0

Table 4.1: Break-even Analysis

Break-even Analysis:
Monthly Units Break-even 2,250
Monthly Sales Break-even $7,200

Assumptions:
Average Per-Unit Revenue $3.20
Average Per-Unit Variable Cost $1.20
Estimated Monthly Fixed Cost $4,500

4.2 Sales Forecast

The majority of revenue will be generated through medium subs and cookies/desserts. The
breakdown by products is below.

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Monthly Sales Forecast

$140,000
Large Subs
$120,000 Medium Subs
Small Subs
$100,000
Entree Subs
$80,000 Side Salads
Chips
$60,000
Party Subs and/or Trays
$40,000 Desserts

$20,000
Cookies and Desserts
Soups and Chili
$0 Drinks
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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 Franchise Sub Shop

Table 4.2: Sales Forecast

Sales Forecast
Unit Sales 2003 2004 2005 2006 2007
Large Subs 19,024 20,926 23,019 25,321 27,853
Medium Subs 139,508 153,458 168,804 185,685 204,253
Small Subs 50,730 55,803 61,383 67,522 74,274
Entree Subs 19,024 20,926 23,019 25,321 27,853
Side Salads 15,219 16,741 18,415 20,256 22,282
Chips 38,048 41,852 46,037 50,641 55,705
Party Subs and/or Trays 254 279 307 338 371
Desserts 16,487 18,136 19,950 21,945 24,139
Cookies and Desserts 63,413 69,754 76,729 84,402 92,842
Soups and Chili 17,756 19,531 21,484 23,633 25,996
Drinks 50,726 55,803 61,383 67,522 74,274
Total Unit Sales 430,186 473,210 520,530 572,584 629,842

Unit Prices 2003 2004 2005 2006 2007

Large Subs $7.10 $7.10 $7.10 $7.10 $7.10
Medium Subs $5.10 $5.10 $5.10 $5.10 $5.10
Small Subs $3.89 $3.89 $3.89 $3.89 $3.89
Entree Subs $5.10 $5.10 $5.10 $5.10 $5.10
Side Salads $1.59 $1.59 $1.59 $1.59 $1.59
Chips $0.89 $0.89 $0.89 $0.89 $0.89
Party Subs and/or Trays $22.00 $22.00 $22.00 $22.00 $22.00
Desserts $1.49 $1.49 $1.49 $1.49 $1.49
Cookies and Desserts $1.39 $1.39 $1.39 $1.39 $1.39
Soups and Chili $1.89 $1.89 $1.89 $1.89 $1.89
Drinks $0.99 $0.99 $0.99 $0.99 $0.99

Sales 2003 2004 2005 2006 2007

Large Subs $135,069 $148,576 $163,433 $179,776 $197,754
Medium Subs $711,488 $782,637 $860,901 $946,991 $1,041,690
Small Subs $197,340 $217,074 $238,781 $262,659 $288,925
Entree Subs $97,021 $106,723 $117,396 $129,135 $142,049
Side Salads $24,198 $26,618 $29,280 $32,208 $35,429
Chips $33,862 $37,249 $40,973 $45,071 $49,578
Party Subs and/or Trays $5,580 $6,138 $6,752 $7,427 $8,170
Desserts $24,566 $27,023 $29,725 $32,697 $35,967
Cookies and Desserts $88,143 $96,958 $106,654 $117,319 $129,051
Soups and Chili $33,558 $36,914 $40,605 $44,666 $49,132
Drinks $50,219 $55,245 $60,769 $66,847 $73,531
Total Sales $1,401,045 $1,541,154 $1,695,269 $1,864,796 $2,051,276

Direct Unit Costs 2003 2004 2005 2006 2007

Large Subs $2.49 $2.49 $2.49 $2.49 $2.49
Medium Subs $1.79 $1.79 $1.79 $1.79 $1.79
Small Subs $1.36 $1.36 $1.36 $1.36 $1.36
Entree Subs $1.79 $1.79 $1.79 $1.79 $1.79
Side Salads $0.56 $0.56 $0.56 $0.56 $0.56
Chips $0.31 $0.31 $0.31 $0.31 $0.31
Party Subs and/or Trays $7.70 $7.70 $7.70 $7.70 $7.70
Desserts $0.52 $0.52 $0.52 $0.52 $0.52
Cookies and Desserts $0.49 $0.49 $0.49 $0.49 $0.49
Soups and Chili $0.66 $0.66 $0.66 $0.66 $0.66
Drinks $0.35 $0.35 $0.35 $0.35 $0.35

Direct Cost of Sales 2003 2004 2005 2006 2007

Large Subs $47,369 $52,106 $57,317 $63,048 $69,353
Medium Subs $249,718 $274,690 $302,159 $332,375 $365,613
Small Subs $68,993 $75,892 $83,481 $91,829 $101,012
Entree Subs $34,053 $37,458 $41,204 $45,324 $49,856
Side Salads $8,523 $9,375 $10,312 $11,344 $12,478
Chips $11,795 $12,974 $14,272 $15,699 $17,269
Party Subs and/or Trays $1,953 $2,148 $2,363 $2,600 $2,860
Desserts $8,573 $9,431 $10,374 $11,411 $12,552
Cookies and Desserts $31,072 $34,179 $37,597 $41,357 $45,493
Soups and Chili $11,719 $12,890 $14,180 $15,598 $17,157
Drinks $17,754 $19,531 $21,484 $23,633 $25,996
Subtotal Cost of Sales $491,522 $540,675 $594,743 $654,217 $719,639

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 Franchise Sub Shop

4.3 Expense Forecast

The Sub Shop will reduce expense costs to below 3% of sales within the first year. Since the
franchisor manages and implements a large portion of the necessary marketing activities, local
activities will be minimal, yet important. Contribution/sales margin is expected to exceed 62%
within the first year.

Monthly Expense Budget

Franchisor Local and National Advertising (2.2% Sales)

$4,000
Daily Offers and Discounts
$3,000 Ashland Daily Tidings Newspaper Ad
Handout Printing and Design
$2,000
In-Store Specials Flyers
$1,000 Catering Cross-Marketing
$0 Event Sponsorship
Other Publication Advertising
Other

Table 4.3: Marketing Expense Budget

Marketing Expense Budget 2003 2004 2005 2006 2007

Franchisor Local and National Advertising $10,813 $11,895 $13,084 $14,393 $15,832
(2.2% Sales)
Daily Offers and Discounts $4,800 $4,896 $4,994 $5,094 $5,196
Ashland Daily Tidings Newspaper Ad $3,000 $3,060 $3,121 $3,184 $3,247
Handout Printing and Design $3,000 $3,060 $3,121 $3,184 $3,247
In-Store Specials Flyers $4,800 $4,896 $4,994 $5,094 $5,196
Catering Cross-Marketing $2,400 $2,448 $2,497 $2,547 $2,598
Event Sponsorship $4,800 $4,896 $4,994 $5,094 $5,196
Other Publication Advertising $7,200 $7,344 $7,491 $7,641 $7,794
Other $0 $0 $0 $0 $0
------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $40,813 $42,495 $44,296 $46,229 $48,305
Percent of Sales 2.91% 2.76% 2.61% 2.48% 2.35%
Contribution Margin $868,710 $957,983 $1,056,230 $1,164,350 $1,283,332
Contribution Margin / Sales 62.00% 62.16% 62.30% 62.44% 62.56%

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 Franchise Sub Shop

5.0 Controls

The control environment will be a result of monthly employee meetings during which we will
discuss the current marketing activities, sales, promotional activities, and ideas that will lead to
improvement. Each person, whether a full-time or part-time employee, owner, or manager will
facilitate the meeting once a month on a rotation. Minutes will not be necessary, but current
facilitators will follow up on previous topics and debate the value of current and future marketing
programs.

Marketing ideas have little value until they are implemented, and they must be implemented by
individuals who believe in them 100%. Through these monthly meetings everyone should feel
vested in the decision making process, and in the long-term success of the company.

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 Franchise Sub Shop

5.1 Implementation

The milestones table is attached. This table shows some of the general activities, and their target
completion dates, as well ownership. The dates are dependant upon some other issues not listed,
and may be modified as a result of changes made during the monthly company meetings.

Milestones

Shakespeare Festival Ticket Stub Promotion

50% off Coupon

Sponsorship of "Pear Blossom Run"

Establish Menus in Hotels--Slotting Costs

Devise Special Schedule and Logistics

Wrap-up Menu, Special Offers

Complete Interior Decor

May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Table 5.1: Milestones

Milestones Plan
Milestone Start Date End Date Budget Manager Department
Shakespeare Festival Ticket Stub Promotion 6/1/02 7/1/02 $700 Luke NA
50% off Coupon 6/1/02 6/15/02 $400 Jack NA
Sponsorship of "Pear Blossom Run" 2/1/03 2/5/03 $600 Luke NA
Establish Menus in Hotels--Slotting Costs 5/1/02 7/1/02 $2,000 Luke NA
Devise Special Schedule and Logistics 7/1/02 8/1/02 $100 Jack NA
Wrap-up Menu, Special Offers 8/1/02 8/15/02 $1,200 Jack NA
Complete Interior Decor 8/1/02 9/1/02 $600 Jack NA
Totals $5,600

5.2 Marketing Organization

The company is a very small franchise and does not need an organization chart. There are few
bureaucratic layers between the decision makers and the workers, and there is often no difference
between the two other than in title. The Sub Shop encourages workers to think like owners and
our owners to think like workers.

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 Franchise Sub Shop

5.3 Contingency Planning

The company has planned for several undesirable scenarios, all of which are unlikely:

Potential Problem Solution

The building doesn't meet a city code, Work with contractors and city
or needs more updating than was politicians to make appropriate
originally planned. changes.
The unemployment level in Oregon
Solution: Change product position to
continues to climb and people reduce
"inexpensive alternative to dining out"
the amount of money they spend on
or "reduce your food bill."
eating out.
The company loses the owner or
Purchased a "successionary" insurance
manager to an accident or an executive
policy.
recruiter.
Other funding sources, including
The SBA loan funding falls through. Venture Capitalists, have shown an
interest in capitalizing the business.
A similar sandwich franchise opens in
More aggressive promotional
the Ashland Metro area and pulls
campaigns.
customers from us.

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 Appendix: Franchise Sub Shop
Table 4.2 Sales Forecast

Sales Forecast
Unit Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Large Subs 1,500 1,515 1,530 1,545 1,561 1,577 1,592 1,608 1,624 1,641 1,657 1,674
Medium Subs 11,000 11,110 11,221 11,333 11,447 11,561 11,677 11,793 11,911 12,031 12,151 12,272
Small Subs 4,000 4,040 4,080 4,121 4,162 4,204 4,246 4,289 4,331 4,375 4,418 4,463
Entree Subs 1,500 1,515 1,530 1,545 1,561 1,577 1,592 1,608 1,624 1,641 1,657 1,674
Side Salads 1,200 1,212 1,224 1,236 1,249 1,261 1,274 1,287 1,299 1,312 1,326 1,339
Chips 3,000 3,030 3,060 3,091 3,122 3,153 3,185 3,216 3,249 3,281 3,314 3,347
Party Subs and/or Trays 20 20 20 21 21 21 21 21 22 22 22 22
Desserts 1,300 1,313 1,326 1,339 1,353 1,366 1,380 1,394 1,408 1,422 1,436 1,450
Cookies and Desserts 5,000 5,050 5,101 5,152 5,203 5,255 5,308 5,361 5,414 5,468 5,523 5,578
Soups and Chili 1,400 1,414 1,428 1,442 1,457 1,471 1,486 1,501 1,516 1,531 1,546 1,562
Drinks 4,000 4,040 4,080 4,121 4,162 4,201 4,246 4,289 4,331 4,375 4,418 4,463
Total Unit Sales 33,920 34,259 34,601 34,948 35,297 35,647 36,007 36,367 36,730 37,098 37,468 37,844

Unit Prices Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Large Subs $7.10 $7.10 $7.10 $7.10 $7.10 $7.10 $7.10 $7.10 $7.10 $7.10 $7.10 $7.10
Medium Subs $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10
Small Subs $3.89 $3.89 $3.89 $3.89 $3.89 $3.89 $3.89 $3.89 $3.89 $3.89 $3.89 $3.89
Entree Subs $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10 $5.10
Side Salads $1.59 $1.59 $1.59 $1.59 $1.59 $1.59 $1.59 $1.59 $1.59 $1.59 $1.59 $1.59
Chips $0.89 $0.89 $0.89 $0.89 $0.89 $0.89 $0.89 $0.89 $0.89 $0.89 $0.89 $0.89
Party Subs and/or Trays $22.00 $22.00 $22.00 $22.00 $22.00 $22.00 $22.00 $22.00 $22.00 $22.00 $22.00 $22.00
Desserts $1.49 $1.49 $1.49 $1.49 $1.49 $1.49 $1.49 $1.49 $1.49 $1.49 $1.49 $1.49
Cookies and Desserts $1.39 $1.39 $1.39 $1.39 $1.39 $1.39 $1.39 $1.39 $1.39 $1.39 $1.39 $1.39
Soups and Chili $1.89 $1.89 $1.89 $1.89 $1.89 $1.89 $1.89 $1.89 $1.89 $1.89 $1.89 $1.89
Drinks $0.99 $0.99 $0.99 $0.99 $0.99 $0.99 $0.99 $0.99 $0.99 $0.99 $0.99 $0.99

Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Large Subs $10,650 $10,757 $10,864 $10,973 $11,082 $11,193 $11,305 $11,418 $11,532 $11,648 $11,764 $11,882
Medium Subs $56,100 $56,661 $57,228 $57,800 $58,378 $58,962 $59,551 $60,147 $60,748 $61,356 $61,969 $62,589
Small Subs $15,560 $15,716 $15,873 $16,031 $16,192 $16,354 $16,517 $16,682 $16,849 $17,018 $17,188 $17,360
Entree Subs $7,650 $7,727 $7,804 $7,882 $7,961 $8,040 $8,121 $8,202 $8,284 $8,367 $8,450 $8,535
Side Salads $1,908 $1,927 $1,946 $1,966 $1,985 $2,005 $2,025 $2,046 $2,066 $2,087 $2,108 $2,129
Chips $2,670 $2,697 $2,724 $2,751 $2,778 $2,806 $2,834 $2,863 $2,891 $2,920 $2,949 $2,979
Party Subs and/or Trays $440 $444 $449 $453 $458 $462 $467 $472 $476 $481 $486 $491
Desserts $1,937 $1,956 $1,976 $1,996 $2,016 $2,036 $2,056 $2,077 $2,097 $2,118 $2,140 $2,161
Cookies and Desserts $6,950 $7,020 $7,090 $7,161 $7,232 $7,305 $7,378 $7,451 $7,526 $7,601 $7,677 $7,754
Soups and Chili $2,646 $2,672 $2,699 $2,726 $2,753 $2,781 $2,809 $2,837 $2,865 $2,894 $2,923 $2,952
Drinks $3,960 $4,000 $4,039 $4,080 $4,120 $4,159 $4,204 $4,246 $4,288 $4,331 $4,374 $4,418
Total Sales $110,471 $111,576 $112,691 $113,818 $114,956 $116,103 $117,267 $118,440 $119,624 $120,821 $122,028 $123,249

Direct Unit Costs Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Large Subs $2.49 $2.49 $2.49 $2.49 $2.49 $2.49 $2.49 $2.49 $2.49 $2.49 $2.49 $2.49
Medium Subs $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79
Small Subs $1.36 $1.36 $1.36 $1.36 $1.36 $1.36 $1.36 $1.36 $1.36 $1.36 $1.36 $1.36
Entree Subs $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79
Side Salads $0.56 $0.56 $0.56 $0.56 $0.56 $0.56 $0.56 $0.56 $0.56 $0.56 $0.56 $0.56
Chips $0.31 $0.31 $0.31 $0.31 $0.31 $0.31 $0.31 $0.31 $0.31 $0.31 $0.31 $0.31
Party Subs and/or Trays $7.70 $7.70 $7.70 $7.70 $7.70 $7.70 $7.70 $7.70 $7.70 $7.70 $7.70 $7.70
Desserts $0.52 $0.52 $0.52 $0.52 $0.52 $0.52 $0.52 $0.52 $0.52 $0.52 $0.52 $0.52
Cookies and Desserts $0.49 $0.49 $0.49 $0.49 $0.49 $0.49 $0.49 $0.49 $0.49 $0.49 $0.49 $0.49
Soups and Chili $0.66 $0.66 $0.66 $0.66 $0.66 $0.66 $0.66 $0.66 $0.66 $0.66 $0.66 $0.66
Drinks $0.35 $0.35 $0.35 $0.35 $0.35 $0.35 $0.35 $0.35 $0.35 $0.35 $0.35 $0.35

Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Large Subs $3,735 $3,772 $3,810 $3,848 $3,887 $3,926 $3,965 $4,004 $4,044 $4,085 $4,126 $4,167
Medium Subs $19,690 $19,887 $20,086 $20,287 $20,489 $20,694 $20,901 $21,110 $21,321 $21,535 $21,750 $21,968
Small Subs $5,440 $5,494 $5,549 $5,605 $5,661 $5,717 $5,775 $5,832 $5,891 $5,950 $6,009 $6,069
Entree Subs $2,685 $2,712 $2,739 $2,766 $2,794 $2,822 $2,850 $2,879 $2,907 $2,937 $2,966 $2,996
Side Salads $672 $679 $686 $692 $699 $706 $713 $720 $728 $735 $742 $750

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 Appendix: Franchise Sub Shop
Chips $930 $939 $949 $958 $968 $977 $987 $997 $1,007 $1,017 $1,027 $1,038
Party Subs and/or Trays $154 $156 $157 $159 $160 $162 $163 $165 $167 $168 $170 $172
Desserts $676 $683 $690 $696 $703 $710 $718 $725 $732 $739 $747 $754
Cookies and Desserts $2,450 $2,475 $2,499 $2,524 $2,549 $2,575 $2,601 $2,627 $2,653 $2,680 $2,706 $2,733
Soups and Chili $924 $933 $943 $952 $962 $971 $981 $991 $1,001 $1,011 $1,021 $1,031
Drinks $1,400 $1,414 $1,428 $1,442 $1,457 $1,470 $1,486 $1,501 $1,516 $1,531 $1,546 $1,562
Subtotal Cost of Sales $38,756 $39,144 $39,535 $39,930 $40,330 $40,732 $41,140 $41,552 $41,967 $42,387 $42,811 $43,239

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 Appendix: Franchise Sub Shop
Table 4.3 Marketing Expense Budget

Marketing Expense Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Franchisor Local and National Advertising $853 $861 $870 $878 $887 $896 $905 $914 $923 $933 $942 $951
(2.2% Sales)
Daily Offers and Discounts $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400
Ashland Daily Tidings Newspaper Ad $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250
Handout Printing and Design $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250
In-Store Specials Flyers $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400
Catering Cross-Marketing $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200
Event Sponsorship $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400
Other Publication Advertising $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $600
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $3,353 $3,361 $3,370 $3,378 $3,387 $3,396 $3,405 $3,414 $3,423 $3,433 $3,442 $3,451
Percent of Sales 3.03% 3.01% 2.99% 2.97% 2.95% 2.93% 2.90% 2.88% 2.86% 2.84% 2.82% 2.80%
Contribution Margin $68,362 $69,071 $69,786 $70,509 $71,239 $71,975 $72,722 $73,474 $74,234 $75,001 $75,776 $76,559
Contribution Margin / Sales 61.88% 61.91% 61.93% 61.95% 61.97% 61.99% 62.01% 62.03% 62.06% 62.08% 62.10% 62.12%

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