II. Mission and Strategy

April 2004

I. Executive Summary

Market

Pizzeria Fresco is a pizzeria dedicated to the idea of delicious “healthy pizza”. Compared to the majority of existing pizzerias today, Pizzeria Fresco’s idea and target is highly unique. A niche market opportunity exists in the fast food pizzeria business, serving consumers who are health conscious and interested in reasonably priced gourmet-style pizza. Existing pizzerias offer the “typical” slice of pizza or pizza pie that is with tomato sauce, mozzarella cheese and perhaps a choice of toppings such as pepperoni, mushrooms, or sausage. Specialty restaurants that do offer gourmet style pizza (i.e., pan pizza, brick oven pizza) charge a much higher price than those of fast food pizzerias.

Proposed Business

Pizzeria Fresco proposes to fill this niche in the Greenwich Village New York City area, by establishing a fast food pizzeria operation offering this “unique” style pizza as an alternative to the “traditional” pizza, at comparable prices. Pizzeria Fresco competitive advantage will lie in the style of the pizza it offer customers – prepared in the authentic Northern Italian style – with a gourmet flair and incorporating health-oriented ingredients.

Location

Pizzeria Fresco will be located in a premium retail/storefront space on University Place in the Washington Square / Union Square area of New York City’s West Village.

Management

Anthony Pandolfini who will leave his current job will operate the business. Mr. Pandolfini has 5 years’ experience in operating a pizza business, with an additional 6 years in the hospitality industry. Jennifer Lee, will assist on a part-time basis while she maintains her current employment.

Statement of Purpose

Pizzeria Fresco seeks a 5-year SBA loan for $100,000 to lease and renovate retail space, purchase equipment and supplies, to support its marketing program, and to maintain sufficient cash reserves to provide adequate working capital to expand its gourmet pizzeria business. The owners will $93,372 of equity to start the business. This sum will finance this new company through the start up phase into a profitable and growing business.

II. Mission and Strategy

Pizzeria Fresco is a New York City-based C-corporation owned by Anthony Pandolfini and Jennifer Lee. Its mission is to continually grow and increase profits by servicing the Manhattan community with healthy pizza.

There are few Americans who have not eaten pizza. Pizza has been around in the U.S. for some time now. At one time, pizza was simply made of dough, tomato sauce and mozzarella cheese; then variety came along and pizzas were prepared with a choice of toppings like pepperoni, anchovies and vegetables. Like many other ethnic cuisines in America, Italian food is being reborn as Americans discovers and appreciate authentic, regional flavors – and this includes pizza – thus, the authentic Northern Italian style pizza.

Pizzeria Fresco will establish a gourmet-style setting from which it will sell a selection of healthy gourmet-style pizzas at a reasonable price. It will be the first pizzeria in this area to serve authentic Northern Italian style pizza.

Within three years, Pizzeria Fresco will become widely known as the original gourmet-style pizzeria serving pizza that is health-oriented for the New York City downtown area.

Within five years, Pizzeria Fresco will be recognized as the place to find the best gourmet-style pizzeria and its name and style of pizza will be more widely recognized. Additional locations may be considered at this point.

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