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HomeMy WebLinkAbout1000-97.-5-3PLANNING BOARD MEMBERS BENNETT ORLOWSKI, JR. Chairman RICHARD CAGGIANO WILLIAM J. CREMERS KENNETH L. EDWARDS MARTIN H. SIDOR P.O. Box 1179 Town Hall, 53095 State Route 25 Southold, New York 11971-0959 Telephone (631) 765-1938 Fax (631) 765-3136 May 20, 2003 PLANNING BOARD OFFICE TOWN OF SOUTHOLD Mr. Genovese 580 Skunk Lane Cutchogue, NY 11935 Re: North Fork Italian Imports, Inc. 32945 Main Road Cutchogue, NY 11935 SCTM# 1000-97-5-3 Dear Mr. Genovese, It was a pleasure to meet with on May 19, 2003 to discuss this project. This letter is follow up of the pre-submission meeting and what will be the next step. The site plan application materials will be held as incomplete and requires the following to be processed: 1. Please revise the site plan with the requirements in the application we gave you. Complete the site plan application with all corresponding documents as required. After you revise the site plan and complete the application, submit the package to the Planning Board with a cover letter requesting a pre-submission meeting. If there are any questions you can contact us at (631) 765-1802 between the hours of 8:00 a.m. and 4:00 p.m. ~iviewel CC:file Telephone: ~.~ ~/ Mailing Address: SCTM# of site you are inquiring about: Query: (Please be specific about the information you need. Provide supporting documentation - surveys, maps, sketches - where possible.) For Office Use Only: Routed to: ~ ~ u/ ~¥ 1 4 ~00~ BUSINESS PLAN Italian Specialty Food Market North Fork Italian Imports, Inc. 05/05/2003 Copy # 1 of 3 THIS DOCUMENT CONTAINS CONFIDENTIAL AND PRIVILEGED INFORMATION INTENDED ONLY FOR USE BY: Michael J. Verity Building Inspector/Code Enforcement Town of Southold CONTACT: Louis J. Genovese President/CEO Telephone: (631) 734-5676 Fax: (631) 734-2427 Email: Address: CFIWorldco~aol.com 580 Skunk Lane, Cutchogue, NY 11935 EXECUTIVE SUMMARY Introduction This business plan was developed to introduce a new venture "North Fork Italian Imports, Inc." to the Town of Southold and its Planning Board Directors from which I, Mr. Louis J. Genovese is seeking approval to open and operate this new venture in the Town of Cutchogue. "North Fork Italian Imports, [nc." became a dream when in 1999 with my wife Jeanne and our children Rocco and Demetria after many years of traveling from Western Suffolk County to the beautiful North Fork decided to buy property and build our home so we could become a part of the North Fork culture. We fell in love with all that the North Fork had to offer our family. We built a new home in Cutehogue and moved here in June of 2000. Weeks after settling down, we immediately began to experience all that the North Fork had to offer such as the wineries, restaurants, pizza parlors, seafood shops, ice cream shops, diners and delis, beaches and parks but we noticed that something was missing and that was a quality Italian Specialty Food Market which many would refer it to as an Italian Pork Store/Market. We would have to travel to Western Suffolk County in order to purchase these items of Italian Imports. As weeks and months went by I would notice that many other North Fork residence would be shopping in these same places and so the idea of creating "North Fork Italian Imports" was born. Our objective is to provide the very best quality food products and Italian Imports at a reasonable price that every family living and working on the North Fork can enjoy. The food will be prepared from our family's recipes by using fresh ingredients grown by North Fork family farms. The Company North Fork Italian Imports is a new start-up that will be incorporated in the State of New York as an "S' Corporation. Louis J. Genovese will be principal shareholder. The business will be beadqua~ered on the comer of Main Street and Cox Lane, Cutchogue. The business will operate as an Italian Specialty Food Market serving daily homemade food items including butchered cuts of beef, veal, pork and poultry as well as many imported and domestic deli meats and Italian Food Imports such as Italian salami's, pmsciutto hams, Imported Italian cheeses a full display of fresh salads made everyday, a bakery department and a homemade Gelato's and domestic Ice Cream department. We will also provide catering needs with an extensive menu to service any business, wedding or party. We will also carry prepared items such as antipastos, sauces and various kinds of canned and bottled items. All items will be available for distribution to all local Restaurants, Deli's and Bed & Breakfast establishments at wholesale rates with delivery service available. Our focus will be to offer dally prepared lnnches and dinners for people that are looking for convenience in their lives at affordable prices. We will also prepare a full assortment of fresh pastas and sauces on a daily basis. We will also provide order by phone, fax and email that will include local residential and restaurant delivery. I believe that this new venture will add a certain style of food to the many great food establishments that the North Fork has to offer. 3 Concept & Market Niche Our complete product line will satisfy market demand for both local restaurant and residence throughout the North Fork year round. We feel that many people would prefer to have fresh food prepared at a Gourmet level using fresh ingrediance that the homemaker could either take home or have delivered to their door ready to serve an entire family within a 30 minute time frame. We also feel that this concept will bring back a healthy way of eating for all types of people and ages alike. By creating a way to bring special food products directly to the home, we will arrange for a daily delivery service that will cover areas from Riverhead to Crreenport as well as Orient Point. We include eating establishments such as Restaurants, Deli's and Bed & Breakfast's because they all serve food and would prefer to use our products for freshness and quality. As for competition we feel that "North Fork Italian Imports" wilt not have much competition because we do not consider ourselves a restaurant, sandwich deli or grocery market and because of our own unigne concept, we feelo this business will stand alone. The design and d6cor of the building and its interior will emulate Tuscan accents with a Mediterranean flare. The equipment will be state of the art that will provide all our employees with all the safety they will require to do their respective jobs. All our recipes are family developed and have been used for 75 years or more. 4 Marketin We plan to market our business and products by using local advertisement via Newspaper, Radio, Television and old fashion word of mouth. Our market will not be subject to only an Italian ethnic nature but everyone living, working and visiting the North Fork. It is certain that during the months of May through December will business be at its highest level but through our distribution to delivery goods, business should be profitable during the periods from January through May. Majority of our sales will come from walk-in business. Our sales percentage is broken down into the following; A). walk-in sales 45% B). catering 25% C). delivery 20% D). distribution 10%. We will invest in market research and product development to continually improve our food products that our customer base would want. We expect to have the business ready for operation by September 2003. All our products will meet and comply with FDA qualifications? Ail our meats will be 100% USDA grade "A" approved. Due to the seasonal nature of the North Fork we have developed strategies in our marketing plan to minimize excess inventory and maximize our selling season. We do not anticipate the need for short-term debt to carry us over the slack season(s). The main thrust of our marketing plan is to service the entire North Fork on a daily basis during the high season months (May - November) and also to distribute product throughout the Twin Forks of Long Island that should enhance gross sales during the offseason months (d\December - April) that will make this business a year-round business. 5 Management Louis J. Genovese has a vast amount of experience in the food industry. He has studied culinary arts in various schools and work for Hilton International as a development manager for five years. He also has a degree in business management and managed Hilton Restaurants and catering facilities from 1976 to 1982. He then began a career in business finance and organized his own company in 1988 and it currently the President & CEO. There is a possibility that a second partner may be part of this venture that will enhance the overall success of the business. The partner will assist in management decisions and other decisions requiring specialized competence. Our business objective is to operate at a minimum loss until the business reaches a positive cash flow which is pmjccted to occur after the first year anniversary or at the end of the second fiscal So as not to jeopardize cash flow during the infancy of the business, the principals will limit their own salaries. Also, management will be experienced in setting up the entire operation within the Cutchogue facility that will include a full working kitchen and distribution area which will eliminate our need for additional space. We will employ a total of 25 people with equal opportunities for anyone that may want to work for our establishment. Management positions will be available and a full training schedules will be available in order to provide the best quality of food and service we can offer. Full time will be available for people that are looking for a long career and part time jobs will also be available for those who may be semi-retired or retired and looking to keep themselves busy or in need of secondary jobs. We are now poised to take the following steps: o Complete market research to verify market demand and acceptance of our business and product concept. o Put together a strategic partnership of the partnership to function as a virtual corporation under the "North Fork Italian Imports, Inc." management. 7 Management Philosophy By leveraging the resources and skills of our management and employees, we will reduce our use of debt/equity capital, improve our cash flow, maximize our flexibility, and reduce product development time. Four principles will guide our management and employees. (1) Trust. In addition to contributing physical and human resources, each employee will contribute knowledge and information to the ventu~.. (2) "Perfect Product Quality." We will establish zero-defects standards on all goods or services contributed by our employees as well as on promptness of delivery. Pursuing perfection will reduce rejects, save time and directly impact customer satisfaction. "North Fork Italian Imports, Inc's" equation for success is: Zero Defects = Perfect Product Quality + Maximum Cost and Time Efficiency = Total Customer Satisfaction = Profitability. 8 Table of Organization MANAGEMENT President/Chief Executive Officer Louis J. Genovese Ownership: 100% CEO TASKS: Gather, organize and direct the use of any and all information that can advance the company's success in ail areas of operations. Coordinate ail aspects of operations: R&D, manufacturing, production, distribution, saies, enstomer service. Develop criteria and systems for attracting, evaluating, hiring, training, motivating, and compensating employees. Specify and manage employee benefits programs and retiremem-investment funds. Coordinate all aspects of operations: R&D, manufacturing, production, distribution, saies, customer service. Identify customers and distribution channels. Identify new markets, including export markets, and perform research studies to see which markets should be developed. Continually monitor the successful implementation of the company's marketing plan and adjust marketing goais and strategies as appropriate. Supervise the implementation of the "North Fork Italian Imports" advertising and publicity plan. Work with market'mg communications suppliers to create a corporate identity and brand image, and develop information interface with the media and our customers. Develop ail relevant free and paid advertising oppommities and materials. 9 General Manager: TASKS: Establish research parameters and institute systems for obtaining and processing market information. Develop mailing lists and manage the company's database. Continually monitor customers for information needed to improve product and service performance and improve marketing communications. Continually improve products and develop follow-on products for market. Specify all aspects of product development includ'mg: materials, components, design, features and packaging. Verify manufacturing feasibility. Specify quality standards and quality control procedures. Manage our customer delivery system Manage the company's financial affairs including inventory control and cash management. Set up accounting and billing procedures. Continuously track financial progress and update financial forecasts and budgets. Make sure we have the proper insurance coverage at the best price. STAFF Initially, we will need a staffof 15 people to support our operation. Staffwill be expanded only as justified by growth. Staffwill be remunerated on a salary basis. SALES FORCE Sales to local merchants will be handled directly by our management team. l0 Retail Outlet Strategy SITE: '~qorth Fork Italian Imports" will occupy approximately 3000 square feet in a free standing building situated at the comer of Main Road and Cox Lane in Cutchogue. Demographically, the area is considered blue collar to upscale. The location is visible. Most traffic will be walk-in. There is ample parking on main Road side and Cox Lane side of the building. Our store hours will be from 6:00 a.m. to 6:00 p.m. Monday - Friday and from 7:00 a.m. to 6:00 p.m. Saturday/Sunday. Traffic flow in the immediate vicinity averages 80 to 100 automobiles per hour during the week and ocer 200 during weekends. Traffic is heaviest from 10:00 a.m. to 4:00 p.m. on Saturday's and Sunday's during which we will be open. MEDIA: Customers will be attracted to our store by Exterior and Interior design of the Building. PHYSICAL: The floor plan is/will be designed for maximum circulation throughout the space. Merchandise will be displayed on showcases, display counters, glass front refrigeration hanging displays and window displays. PEOPLE: The store will be managed by Louis J. Genovese. There will be 10 people on the floor everyday. 12 Sales and Distribution Strategy SALES THROUGH DIRECT SALES TEAM: "North Fork Italian Imports" plans to organize a regional sales force that will market our product locally to all eating and distribution establishments. We plan to attract customers by advertising in our Industry Media, Local Trade Shows, Radio/TV, etc. 13 TOWN OF $OUTHOLD PROPERTY RECORD CARD OWNER FORMER OWNER N VI LLAGE D~T. SUB. LOT ACR. RES. LAND IMP. VL. FARM TOTAL DATE W CB. MICS. TYPE OF BUILDING Mkt. Value AGE BUILDING CONDITION NEW NORMAL BELOW ABOVE FARM , Acre T;llable Woodland Meadowla~d House Plot Total Volue Per Vclue Acre FRONTAGE ON WATER FRONTAGE ON ROAD DEPTH BULKHEAD DOCK COLOR Exten:sJon Extension Extension Porch Porch Breezeway Foundation Basement Ext. Walls Fire Place Bath Floors Interior Fihish Heat [DR. BR. Dormer / Total Garage Type Roof Rooms 1st Floor Patio , ! Recreation Room Rooms 2nd Floor i FIN. B O.B. ~ Driveway I 473889 SOUTHOLD NYSRPS ASSESSMENT INQUIRY SCHOOL MATTI?UCK SCHOOL PRCLS 432 GAS STATION 97.-5-3 32945 MAIN RD = OWNER & MAILING INFO ===I=MISC KAELIN DANIEL A II IRS-SS 54 TUTHILL LANE 1 AQUEBOGUE NY 11931 BANK DATE : 05/14/2003 ROLL SEC TAXABLE TOTAL RES SITE TOTAL COM SITE ACCT NO 13 I======== ====== ASSESSMENT DATA =======:=== I **CURRENT** RES PERCENT ILAND 900 **TAXABLE** ITOTAL 6,700 COUNTY 6,700 **PRIOR** TOWN 6,700 ILAND 900 SCHOOL 6,700 ITOTAL 6,700 ==DIMENSIONS ===N======= SALES INFORMATION ================================== ACRES .22 ~BOOK 12226 SALE DATE 12/05/02 SALE PRICE 1 NPAGE 728 PR OWNER KAELIN DANIEL A & =======TOTAL EXEMPTIONS 0 =============N== TOTAL SPECIAL DISTRICTS 4 ===== CODE AMOUNT PCT INIT TERM VLG HC OWN CODE UNITS PCT TYPE VALUE NFD029 ~PK090 ~WW020 ~SW011 Fl=NEXT PARCEL F3=NEXT EXEMPT/SPEC F4=PREV EXEMPT/SPEC 75.10- 03-050 F6=GO TO INVENTORY F9=GO TO XREF F10=GO TO MENU LASER FICHE FORM Planning Board Site Plans and Amended Site Plans SPFile Type: Project Type: Site Plans Status: Incomplete Application - In Active SCTM #: 1000 - 97.-5-3 Project Name: North Fork Italian Imports, Inc. Address: 32945 NYS Rt. 25, Cutcho.que Hamlet: Cutcho,que Applicant Name: Louis Genovese, North Fork Italian Imports, Inc. Owner Name: Daniel Kaelin Zone 1: B Approval Date: ,A///~ End SP Date: OPTIONAL ADDITIONAL INFORMATION A date indicates that we have received the related information Zone 2: Zone 3: Location: Northwest corner of Main Road and Cox's Lane in Cutcho.que SC Filin.q Date: C and R's: Home Assoc: R and M A,qreement: SCANNED MAY 12 2010 SCAN Date: Records Management ,/ ,/ / /