10. Our mission is to establish DICED
as the most convenient, fun and
fresh destination for healthy and
delicious salads that are served
quickly with a smile.
11. Concept
FRES DICED will pride itself on food that
is natural, fresh, healthy and
delicious. We truly believe that you
can’t go wrong by combining fresh
H
produce and/or proteins with full-
flavored.
Pitch Deck | Concept | October 2012
12. Concept
FAST
With the DICED experience, a customer
is able to get in and out quickly (under
10 minutes) without sacrificing the
integrity of great customer service or
delicious food.
Pitch Deck | Concept | October 2012
13. Concept
UNIQ At DICED, each salad will be made
directly in front of the customer by our
friendly staff. Our salad makers will
guide the customers down the line,
UE
adding whole fresh ingredients to their
individualized metal bowl.
Pitch Deck | Concept | October 2012
14. Concept
FUN
From our smile-friendly staff to the colorful
visuals of greens, veggies and proteins
prepped and DICED right in front of their
eyes. Our goal is that every customer comes
away with a refreshing “taste in their mouths”.
Pitch Deck | Concept | October 2012
15. Concept
CATE Our catering service and large takeout orders
will provide the perfect meal for corporate
meetings, group picnics on the lake, dinner
parties, and other events. Allow us to reach
RING
new customers and better utilize our kitchen
capacity.
Pitch Deck | Concept | October 2012
18. National Competition
Brand Fear
Competitor Stores Locations Strength Factor $ Rev.
Freshii 50 15+ 8.5 9 50 M +
NY, NJ,
Just Salad 12 Hong Kong 6.5 6 16 M +
Chop’t 17 DC, NY 9 8 51 M +
Tender Greens 8 CA 8 6 33 M +
Salad Works 100 10+ 5 8 35 M
Fresh & Co. 5 NY 7 4 15 M +
Snappy Salads 3 TX 8 4 5M
Salad Creations 50 20+ 5 7 4M
DC, MD, 8 4 25 M +
Sweet Green 13
PA, VA
Mad Greens 10 CO 7.5 4 8M
Tossed 20 NY, CA 7 8 30 M
Pitch Deck | Concept | October 2012
19. National Competition
Brand Fear
Competitor Stores Locations Strength Factor $ Rev.
Freshii 50 15+ 8.5 9 50 M +
Chop’t 17 DC, NY 9 8 51 M +
Salad Works 100 10+ 5 8 35 M
*Brand Strength is based on 1) observing the brands current performance 2)
accessing the relevant beliefs, associations and attitudes of the consumers' mind
and 3) the brand's future performance and profit streams based on 1) & 2).
**Fear Factor is an index the we created based on 1) similarity to concept 2)
proximity to market and 3) aggression-level of expansion.
Pitch Deck | Concept | October 2012
24. Local Competition
Brand Fear
Competitor Stores Locations Strength Factor $ Rev.
Veggie Grill 10 WA, OR, CA 6 6 20 M +
Seattle Salads 1 WA 5 5 >1 M+
Toss’d 1 WA 5 4 >1 M+
Ill Fornaio 1 WA 5 5 >1 M+
Pitch Deck | Concept | October 2012
25. Local Competition
Brand Fear
Competitor Stores Locations Strength Factor $ Rev.
Veggie Grill 10 WA, OR, CA 6 6 20 M +
Seattle Salads 1 WA 5 5 >1 M+
Pitch Deck | Concept | October 2012
26. Local Competition
South Lake Union
Queen Anne
Veggie Grill
South Lake Union
Seattle Center
Seattle Salads
Ill Fornaio
in Madison Park >
D
ow
nt
ow
n Capital Hill
Toss’d
28. Store
TAST DICED caters to a customer interested
in a healthy, fresh, fast and delicious
food that will leave them satisfied,
energized and quickly able to get back
E
to work without the crash of a
sandwich, burrito or burger.
Pitch Deck | Concept | October 2012
29. Store
DICI From our smile-friendly staff to the
colorful visuals of greens, veggies and
proteins prepped and DICED right in front
of their eyes. Our goal is that every
NG
customer comes away with a refreshing
“taste in their mouths”.
Pitch Deck | Concept | October 2012
30. Store
TECHN
OLOG
Use our smartphone and tablet app to
not only order on the go and earn
loyalty points, but to track nutritional
intake as well through your profile.
Pitch Deck | Concept | October 2012
31. Store
DiET
The health-minded consumer will have a fully
transparent understanding of the nutritional
intake of any meal served at DICED. This can
be tracked using our website or app and at
POS, leaving them satisfied from appetite
and dietary intake.
Pitch Deck | Concept | October 2012
32. Store
STORE
This is DICED—a salad experience. Modeling
the best features of salad focused fast casual
restaurants that have found success in
other markets, we will create a new option
for Seattle residents looking for a fun and
healthy meal.
Pitch Deck | Concept | October 2012
39. Long Term Vision Location
Location
Pitch Deck | Concept | October 2012
40. Long Term Vision Location
STOR
Establish strong presence/model in Greater Seattle
area – South Lake Union or Downtown Bellevue.
Location Pitch Deck | Concept | October 2012
41. Long Term Vision Location
STOR
Establish strong presence/model in Greater Seattle
area – South Lake Union or Downtown Bellevue.
STORE
Further Seattle-area market expansion – South
Lake Union (1), Downtown Seattle CBD/Retail
core (3), Downtown Bellevue (2), University
Village (1), Freemont/Wallingford (1), Ballard (1),
Capitol Hill (1), University District (1).
Location Pitch Deck | Concept | October 2012
42. Long Term Vision Location
STOR
Establish strong presence/model in Greater Seattle
area – South Lake Union or Downtown Bellevue.
STORE
Further Seattle-area market expansion – South
Lake Union (1), Downtown Seattle CBD/Retail
core (3), Downtown Bellevue (2), University
Village (1), Freemont/Wallingford (1), Ballard (1),
Capitol Hill (1), University District (1).
STORE
Location
Beginning of expansion to sizeable markets
outside of Seattle area – Tacoma (1), Portland
(3) Vancouver BC (3), San Francisco (6).
Pitch Deck | Concept | October 2012
43. Long Term Vision Location
STOR
Establish strong presence/model in Greater Seattle
area – South Lake Union or Downtown Bellevue.
STORE
Further regional expansion – Tacoma (1), Portland
(3) Vancouver BC (5), San Francisco (5).
STORE
Further Seattle-area market expansion – South
Lake Union (1), Downtown Seattle CBD/Retail
core (3), Downtown Bellevue (2), University
Village (1), Freemont/Wallingford (1), Ballard (1),
Capitol Hill (1), University District (1).
STORE
Location
Beginning of expansion to sizeable markets
outside of Seattle area – Tacoma (1), Portland
(3) Vancouver BC (3), San Francisco (6).
Pitch Deck | Concept | October 2012
44. Long Term Vision Location
STOR
Establish strong presence/model in Greater Seattle
area – South Lake Union or Downtown Bellevue.
STORE
Further regional expansion – Tacoma (1), Portland
(3) Vancouver BC (5), San Francisco (5).
STORE
Further Seattle-area market expansion – South
STORE
Full scale West Coast expansion, with buzz
and branding beginning to gain traction on a
Lake Union (1), Downtown Seattle CBD/Retail
core (3), Downtown Bellevue (2), University national level. Continuation of large Western
Village (1), Freemont/Wallingford (1), Ballard (1), market expansion – Tempe (1), Scottsdale (2),
Capitol Hill (1), University District (1). Tucson (2), Las Vegas (4), San Diego (2), Los
Angeles County (6).
STORE
Location
Beginning of expansion to sizeable markets
outside of Seattle area – Tacoma (1), Portland
(3) Vancouver BC (3), San Francisco (6).
Pitch Deck | Concept | October 2012
45. Long Term Vision Location
STOR
Establish strong presence/model in Greater Seattle
area – South Lake Union or Downtown Bellevue.
STORE
Further regional expansion – Tacoma (1), Portland
(3) Vancouver BC (5), San Francisco (5).
STORE
Further Seattle-area market expansion – South
STORE
Full scale West Coast expansion, with buzz
and branding beginning to gain traction on a
Lake Union (1), Downtown Seattle CBD/Retail
core (3), Downtown Bellevue (2), University national level. Continuation of large Western
Village (1), Freemont/Wallingford (1), Ballard (1), market expansion – Tempe (1), Scottsdale (2),
Capitol Hill (1), University District (1). Tucson (2), Las Vegas (4), San Diego (2), Los
Angeles County (6).
STORE
Location
Beginning of expansion to sizeable markets
outside of Seattle area – Tacoma (1), Portland
(3) Vancouver BC (3), San Francisco (6).
FURTHER
Pitch Deck | Concept | October 2012
51. Marketing
Paid Marketing: Non-Paid Marketing:
PR
Work with local PR firm Green Rubino to build
SOCIAL
Twitter, Facebook, Pinterest, 4square, Digg.
press around our story of “two local boys” Development of channels for each and to be
operated by management.
Marketing
Both print radio marketing: The Seattle
SOCIAL
Yelp, City Search, Trip Advisor, Urban
Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and
Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and
MARKETING
products.
Pitch Deck | Concept | October 2012
52. Marketing
Paid Marketing: Non-Paid Marketing:
PR
Work with local PR firm Green Rubino to build
SOCIAL
Twitter, Facebook, Pinterest, 4square, Digg.
press around our story of “two local boys” Development of channels for each and to be
operated by management.
Marketing
Both print radio marketing: The Seattle
SOCIAL
Yelp, City Search, Trip Advisor, Urban
Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and
Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and
MARKETING
products.
Pitch Deck | Concept | October 2012
53. Marketing
Paid Marketing: Non-Paid Marketing:
PR
Work with local PR firm Green Rubino to build
SOCIAL
Twitter, Facebook, Pinterest, 4square, Digg.
press around our story of “two local boys” Development of channels for each and to be
operated by management.
Marketing
Both print radio marketing: The Seattle
SOCIAL
Yelp, City Search, Trip Advisor, Urban
Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and
Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and
MARKETING
products.
Pitch Deck | Concept | October 2012
54. Marketing
Paid Marketing: Non-Paid Marketing:
PR
Work with local PR firm Green Rubino to build
SOCIAL
Twitter, Facebook, Pinterest, 4square, Digg.
press around our story of “two local boys” Development of channels for each and to be
operated by management.
Marketing
Both print radio marketing: The Seattle
SOCIAL
Yelp, City Search, Trip Advisor, Urban
Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and
Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and
MARKETING
products.
Pitch Deck | Concept | October 2012
55. Marketing
Paid Marketing: Non-Paid Marketing:
PR
Work with local PR firm Green Rubino to build
SOCIAL
Twitter, Facebook, Pinterest, 4square, Digg.
press around our story of “two local boys” Development of channels for each and to be
operated by management.
Marketing
Both print radio marketing: The Seattle
SOCIAL
Yelp, City Search, Trip Advisor, Urban
Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and
Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and
MARKETING
products.
Pitch Deck | Concept | October 2012
57. Use of Proceeds
Insurance 4,000
Equipment, fixtures, construction, design, remodeling, leasehold improvements and decorating 190,000
Point of Sale system/Software 25000
Opening Inventory 10000
Security deposits (4x rent), utility deposits, business licenses, and other prepaid expenses 32000
Organizational expense – fees to accountant/attorney (paid upfront and pro-rated) 15000
Uniforms 2000
Menu Board and Signs 5000
Printed Menus 1000
Security Equipt 3000
Furniture 11000
Small Wares 4000
Electronic equipment, telephone and internet installation 3000
Initial Advertising and PR (Jan-Mar) 20000
Additional Funds 75000
Pre-Open Comp/bonus for new manager and deferred wages including wages for training) 40000
Utilities 2500
Consultant 25000
Website/App 7000
Branding/Designer/Webdesign 1500
Domain/Server Costs/year (upfront) 1500
Raise amount necessary (no dead rent): 477,500
Plus 3 dead rent months: 22500
Total Raise Amount: 500,000
Pitch Deck | Concept | October 2012
59. Exit Strategy
With proper build out of our initial locations, concept and most importantly –
our brand, we see DICED as a natural candidate for acquisition in the growing
healthy fast-casual space.
Pitch Deck | Concept | October 2012
60. Exit Strategy
With proper build out of our initial locations, concept and most importantly –
our brand, we see DICED as a natural candidate for acquisition in the growing
healthy fast-casual space.
Pitch Deck | Concept | October 2012
62. This is DICED—a salad experience.
Modeling the best features of salad-
focused fast casual restaurants that
have found success in other markets,
we will create a new option for
Seattle residents looking for a fun
and healthy meal.
63. Meet the team
Todd Fishman – Co-Founder/Operator
- Seattle University MBA in Entrepreneurship, 2010
- Led East coast launch and expansion for Groupon Getaways
with Expedia’s partnership ($50M per annum in Sales)
- Managed the Eastern Hemisphere sales operations at
Zozi.com’s Travel Platform
Hunter Brooks – Co-Founder/Operator
- University of Washington, Undergraduate Business, 2006
- 6+ years of Digital Media and Marketing Experience
- Managed over $75M in digital ad campaigns managed to date
- Client Services, Account Management Sales Specialist
Pitch Deck | Concept | October 2012
Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
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Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
Section 2: Concept \nOur mission is to establish DICED as the most convenient, fun and fresh destination for healthy and delicious salads that are served quickly with a smile.\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
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Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
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Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
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Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
