ProgramsFall 2022 Industry Capstone ProgramProjectsDevelop a business plan for Leven's next venture: Leven Market

Project Title: Develop a business plan for Leven's next venture: Leven Market

Leven Deli Co.

Details
Project Title Develop a business plan for Leven's next venture: Leven Market
Project Topics
Skills & Expertise
Project Synopsis: Challenge/Opportunity
1. Build a Business Plan

The objective of this project will be to write and construct a business plan with the intended audience being real estate developers who we can partner with in order to develop a restaurant, cafe, and market which meets the following criteria:
  • 2000 sq. ft. Bakery
  • 2000 sq. ft. Kitchen
  • Bar (alcohol and soft drinks)
  • Coffee & Espresso Bar (separate from the bar mentioned above)
  • Sit-Down Dining Room with the capacity to seat at least 200 ppl. ideally, both indoors and outdoors
  • Grab & Go / Counter Service Facility and Food Displays with the capacity to seat at least 200 ppl. ideally, both indoors and outdoors
  • Retail Displays for Food Items shelf stable and refrigerated product
  • Retail Displays for Beverage including wine and beer

The goal of Leven Market is to build a new day-time focussed restaurant, a better fit for today.  We believe Leven Market will bring great value to new apartment building builds, and add a valuable amenity, unmatched by any other apartment building in the Denver Metro area. Whether residents are working from home, working in a flex capacity, or working at the office, everyone in Denver is on the move, and we want to build a new style of restaurant that facilitates grabbing food to-go, dining in, coffee-shop(ing) it, the work Happy Hour meetup work setup, or the full service / work-meeting all under one roof.
 
Leven will provide the Concept, Menu, Branding, Trained Staff, Management Team, and Operating Income.  We are looking for a Development Partner to build out the facility, and market our concept.  The goal of this business plan should be catered to the Development Partner audience and should detail financial projections and budgets specific to those areas of responsibility (Build Budget - Both Soft Costs & Hard Cost / Opening Budget & Marketing Budget).  
 
The business plan should also include a detailed Pro Forma with 5-year projections both at a conservative rate with +/- 20% fluctuations in revenue. 
 
We'd also like the students to propose different payment options for rent (weather percentage rent or TI package and financing and or dollars / square foot) and or strategies (analysis if you will) that connect the development budgets back to the pro forma projections so that this deal presents value and feasibility to both the Real Estate Developer and Leven Market.  
 
The closest existing concept to Leven Market that I've come across, which may help for visualization sake, is a concept in Venice Beach, California named Rose Cafe.  
 
I understand that every business plan can be slightly different, so if there are any questions about the format, I'd be happy to weigh in on them. 
 
I'm also happy to offer or supply any graphics, logos, assets, or photos to the students to help add visual cues and 'color' to their plan.

 
2. Market Effort and Outwardly Facing Campaigns.
 
Our name, Leven, is the phonetic display of the word Leaven, which has two definitions;
  1. verb; cause (dough or bread) to rise by adding yeast or another leavening agent. "it only take a little bit of yeast to leaven the bread"
  2. Similar: Raise, make rise, ferment, work, lighten, puff up, expand, swell, inflate, permeate and modify or transform (something) for the better.
 
We have always been gun-shy about embracing the 2nd definition, though secretly felt that it did encompass our goals and motivation behind building Leven.  We built Leven so that we could:
  • Pay our People More (including line cooks and dishwashers)
  • Not work late, because it's hard on personal and family life
  • Create careers for our employees so they can have prosperous futures in the business we love. 

We have never projected those three contentions outwardly (to customers or the public), but often discuss them and focus on them internally with our team.  
 
We would like to explore a marketing campaign, or shift in our marketing effort, that focuses on embracing the second part of the definition and communicates outwardly how we are 'trying to permeate and modify the Deli business for the better.  
 
This effort is easier said than done, and we are first to admit that we are very sensitive to not coming off in an arrogant, over-accomplished, or boastful way.  That said, we think our customer base wants to know more about our internal culture and how we work as a team.  Therefore, we think it is prime time for us to begin communicating the second definition of our term outwardly.  
 
We'd like the students to create a multi-faceted marketing campaign that focuses on messaging the second definition of the term through the creation of the following;
  • Social Media Assets
  • Print ready assets
  • Soft Goods (i.e. t-shirts, hats, uniforms, and for-purchase items)
  • Digital Assets, which can be used for email marketing and or displayed on our website
Project Synopsis: Activities/Actions Required
Project Synopsis: Expected Results

Project Timeline

Leven Deli Co. - Develop a business plan for Leven's next venture: Leven Market
Due Date
Activities
Deliverables
Status
Action
Thu, 09/01/22
12:00 AM UTC
First Day of Classes
No Deliverables
No deliverables are required for this action item.
Description:
Thu, 09/01/22
12:00 AM UTC
COPA Office Resources
No Deliverables
No deliverables are required for this action item.
Description:
The Corporate Outreach & Professional Advancement (COPA) Office is here to help support you! This team of professional staff members can assist you with any professional development and career related inquiries in-person or via Zoom. To learn more about this office and their services, please CLICK HERE.

To schedule a meeting with someone from the COPA Office, please CLICK HERE.
Tue, 09/06/22
12:00 AM UTC
Initial Team Meetings
No Deliverables
No deliverables are required for this action item.
Description:
All student teams should have their initial meeting (with team members & faculty advisor) during the week of September 6, 2022 (no classes for Labor Day on 09/05/22). This is a great opportunity to get to know another, connect on project goals & tasks, and determine a weekly meeting day/time that works for all group members.
Fri, 09/16/22
12:00 AM UTC
Program Manager Outreach
No Deliverables
No deliverables are required for this action item.
Description:
Christina Sargiss, Program Manager for the Industry Capstone Program, will outreach to all students during the week of September 12th to touch base. If any students (including MBA Leads) have any questions, comments, or concerns thus far please let her know. Christina will send several surveys out to all registered students, throughout the semester, to check-in.


Christina is also available for in-person and Zoom meetings. Please click the link below if you would ever like to schedule a day/time to touch base: SCHEDULE A MEETING.
Fri, 10/07/22
12:00 AM UTC
Temperature Check #1
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Please complete the Temperature Check #1 survey to provide Christina Sargiss with any feedback, thus far, regarding your experience in the Industry Capstone Program. All registered students are encouraged to complete this by October 7, 2022.

Please CLICK HERE to complete the Temperature Check #1 Survey!
Mon, 10/17/22
12:00 AM UTC
Midterm Presentations
No Deliverables
No deliverables are required for this action item.
Location:
Event Description:
Each project team will virtually present a midterm presentation that showcases the work they have done, thus far, this semester. Each presentation will last approximately 30 minutes via Zoom and School of Business faculty and staff will be invited to join. Students will present for 15-20  minutes, and respond to questions from attendees for the remainder of the time.

Midterm presentations will be held during the weeks of October 17th and October 24th. Christina Sargiss will connect with all faculty advisors and MBA Leads to schedule the days/times for these virtual presentations. Christina will also send everyone calendar invites with Zoom links for the presentations.

All project teams should utilize the Stevens PowerPoint Template, which can be found HERE.

Fri, 10/28/22
12:00 AM UTC
Midterm Presentation Submission
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
The MBA Lead for each project team must submit a copy of their PowerPoint Presentation here. 
Fri, 11/11/22
12:00 AM UTC
Temperature Check #2
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Please complete the Temperature Check #2 survey to provide Christina Sargiss with any feedback, thus far, regarding your experience in the Industry Capstone Program. All registered students are encouraged to complete this by November 11, 2022.

Please CLICK HERE to complete the Temperature Check #2 Survey!
Mon, 12/05/22
12:00 AM UTC
Final Presentations
No Deliverables
No deliverables are required for this action item.
Location: In Person
Event Description:
Student teams will present their final presentations during the weeks of December 5th or 12th. 

The MBA Lead for each project team will connect with Christina Sargiss to determine the presentation day/time. School of Business faculty/staff and the corporate contact(s) will be invited to attend.
Thu, 12/22/22
12:00 AM UTC
Looking to update your resume?
No Deliverables
No deliverables are required for this action item.
Description:
Thank you so much for your participation in the Industry Capstone Program! Now that you have this new experience under your belt, I strongly suggest that you add it to the 'academic projects' section of your resume! Looking for a professional resume review? Email Christina Sargiss at csargiss@stevens.edu or schedule a 1-1 appointment with her by CLICKING HERE.

Lastly, join our LinkedIn group for the Industry Capstone Program today! This is a great way to stay connected with your peers and faculty advisors. CLICK HERE to request to join the group.

Wishing you all a safe, relaxing & joyous holiday season. Please stay in touch!
Christina Sargiss
Thu, 12/22/22
12:00 AM UTC
Post Engagement Survey
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Please complete the two surveys to provide your final feedback regarding your experience in the Industry Capstone Program.
Peer Assessment Survey CLICK HERE
Personal Assessment Survey CLICK HERE
Mon, 01/09/23
12:00 AM UTC
Final Presentation Submission
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
The MBA Lead for each project team must submit a copy of their PowerPoint Presentation here. Please do so by December 22nd at 5:00 PM EST.

Program Managers

Name Organization
Christina Alwell Herbal Vineyards