Luxury Picnic Business Plan Template

Luxury Picnic Business Plan

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Below is a template to help you create each section of your Luxury Picnic business plan.

Executive Summary

Business Overview

Stumptown Picnics is a new premier luxury picnic business located in Portland, Oregon. We offer a variety of picnic packages to suit any occasion, from romantic dinners for two to corporate events for hundreds. Our picnics are all-inclusive, so you can relax and enjoy your time with friends and family without worrying about a thing. For each package and event type, we provide everything from gourmet food and drinks to table settings and decorations. So whether a customer is planning a small birthday party or a major corporate event for hundreds of employees, we have everything they need to make their event a success.

Stumptown Picnics is owned and managed by Diana and Josh Martin. Diana has over 20 years of culinary and hospitality experience and is a graduate of Le Cordon Bleu Culinary Academy. She has worked for several five-star restaurants as a chef but is eager to use her talents to cater for parties and other events. Her husband, Josh, has worked in the events planning industry for 20 years and has planned hundreds of parties, gatherings, and social events. Together, they have the perfect set of skills and expertise to run a successful luxury picnic business.

 

Product Offering

Stumptown Picnics offers everything anyone could need for a luxury picnic. We offer numerous packages that vary in price, services, and supplies that are offered. From romantic outings to large social gatherings, we can provide all the food, furniture, decorations, and supplies needed to set up the perfect picnic.

 

Customer Focus

Stumptown Picnics will serve residents living in Portland, Oregon. We will primarily target individuals who are planning special events, such as weddings and large parties. It is expected that our target demographic will primarily be adults in the 25-55 age range who are either middle-class or affluent.

 

Management Team

Stumptown Picnics is owned and managed by husband and wife duo Josh and Diana Martin. Diana has over 20 years of culinary and hospitality experience and is a graduate of Le Cordon Bleu Culinary Academy. Josh has worked in the events planning industry for 20 years and has planned hundreds of parties, gatherings, and social events. Together, they have the perfect set of skills and expertise to run a successful luxury picnic business.

 

Success Factors

Stumptown Picnics will be able to offer the following advantages over the competition:

• There are very few luxury picnic companies in the region, which means we will have little competition.
• Josh has considerable experience working in the event planning industry and has managed hundreds of parties, gatherings, and events throughout his career.
• Diana has considerable experience as a chef and will be able to make some of the best gourmet picnic food in the industry.
• All of our picnic equipment and supplies will be made with an appealing, modern, and elegant design that will turn any event into a luxurious experience. This will make our products more enticing and appealing than the competition’s.
• We can provide supplies and decorations to fit anyone’s style or aesthetic.

 

Financial Highlights

Stumptown Picnics is seeking $200,000 in debt financing to open the catering business. The funding will be dedicated to securing the commercial kitchen lease, equipment and supplies, working capital, marketing costs, and van purchase and maintenance. The breakout of the funding is below:

• Food equipment, supplies, and inventory: $25,000
• Picnic supplies and inventory: $25,000
• Van purchase and maintenance: $50,000
• Three months of overhead expenses (payroll, rent, utilities): $50,000
• Marketing costs: $25,000
• Working capital: $25,000

The following graph below outlines the pro forma financial projections for Stumptown Picnics.

 

Company Overview

Who is Stumptown Picnics?

Stumptown Picnics is a new luxury picnic business located in Portland, Oregon. We provide all the supplies and amenities needed to turn any party or gathering into a luxurious one. Some of the supplies we include for our luxurious picnics include furniture, tents, blankets, decorations, and gourmet food. Whether it’s a romantic evening, a large party, or a corporate event, we have the perfect picnic supplies and decor to make the event unforgettable.

 
We offer multiple picnic rental packages to appeal to customers from multiple demographics. Our smaller and basic packages appeal to small gatherings or those who are planning an event on a budget. This includes small birthday parties, friend gatherings, and romantic picnics. Our most luxurious packages are designed for much larger events, such as weddings, reunions, and corporate events.

Stumptown Picnics is owned and managed by Diana and Josh Martin. Diana has over 20 years of culinary and hospitality experience and has worked for several five-star restaurants. Her husband, Josh, has worked in the events planning industry for 20 years and has planned hundreds of parties, gatherings, and social events. Together, they have the perfect set of skills and expertise to run a successful luxury picnic business.

 

Stumptown Picnics’ History

Upon surveying the local customer base and finding potential office locations, Diana and Josh Martin incorporated Stumptown Picnics as an S-Corporation on November 1, 2023.

The business is currently being run out of Josh and Diana’s home office, but once the lease on the office location is finalized, all operations will be run from there.

Since incorporation, the company has achieved the following milestones:

• Found a location for the kitchen
• Developed the company’s name, logo, and website
• Created the drink and food menu
• Determined equipment and inventory requirements
• Began recruiting key employees

 

Stumptown Picnics’ Services

Stumptown Picnics offers a variety of picnic packages to suit all of our customers’ needs. Whether they’re looking for a romantic picnic for two or a large picnic for a group, Stumptown Picnics has them covered.

Our picnic packages include everything needed to set up a perfect picnic, from gourmet food and drinks to stylish picnic baskets and blankets. We have multiple sets of decorations that appeal to any style and also offer a variety of add-ons, such as flowers, candles, and music, to make each picnic extra special.

Though we are a small company, we can cater to a wide variety of events and occasions, including:

• Birthday parties
• Weddings
• First date/date night
• Anniversary parties
• Engagements/proposals
• Baby showers
• Bridal parties
• Reunions
• Corporate events

 

Industry Analysis

The luxury picnic industry has experienced overall growth over the past five years. This growth was largely driven by sustained growth in consumer spending and an increase in income per capita. The industry also largely benefited during the pandemic, especially when indoor events were banned or closed down.

Current growth in the industry is driven by the increase in post-pandemic large gatherings and special events. Now that the pandemic is over, many people are enjoying spending time with friends and family by throwing parties and other fun occasions. Many are looking for unique ways to celebrate these occasions, and luxury picnics fit the bill.

Another major factor influencing the growth of the industry is social media. Luxury picnics offer beautiful aesthetics that are perfect for social media platforms such as TikTok and Instagram. Businesses that utilize social media or encourage their customers to post pictures of their picnics are more likely to remain competitive and expand their target demographics.

 

Customer Analysis

Demographic Profile of Target Market

Stumptown Picnics will serve residents living in Portland, Oregon. We will primarily target individuals who are planning special events, such as weddings and large parties. It is expected that our target demographic will primarily be adults in the 25-45 age range who are either middle-class or affluent.

The precise business demographics for the Portland metro area are:

	Total	Percent
Total population	1,680,988	100%
Male	838,675	49.9%
Female	842,313	50.1%
20 to 24 years	114,872	6.8%
25 to 34 years	273,588	16.3%
35 to 44 years	235,946	14.0%
45 to 54 years	210,256	12.5%
55 to 59 years	105,057	6.2%
60 to 64 years	87,484	5.2%
65 to 74 years	116,878	7.0%
75 to 84 years	52,524	3.1%

 

Customer Segmentation

Stumptown Picnics will primarily target the following customer and client profiles:

• Young couples
• Local businesses
• Middle-class and affluent residents

 

Competitive Analysis

Direct and Indirect Competitors

Stumptown Picnics will face competition from other businesses with a similar business profile. A summary of the competitors is below.

 

The Picnic Society

The Picnic Society is a luxury picnic business that offers a variety of themed picnics, including a picnic in the park, a picnic in the woods, and a picnic on the beach. They provide smaller picnic services, such as those for small parties or romantic afternoons. They provide everything needed to set up these small picnics and include a variety of add-ons, such as wine, cheese, and flowers. The Picnic Society is extremely popular for their themes, variety of options, beautiful picnic baskets, and friendly and helpful staff.

 

Rose City Picnics

Rose City Picnics provides an affordable luxurious picnic experience. They offer a variety of picnic packages, limited set-up services, and a variety of food offerings and add-ons. Rose City Picnics is popular for its affordability. However, their affordable prices mean that they have very limited services. They can only cater to very small gatherings (such as a friend outing or picnic for two) and don’t provide many services or packages. As such, they have a very limited customer demographic.

 

Woodland Picnics

Woodland Picnics is a unique picnic business that offers picnics in the woods or woodland-themed picnics in other locations. All of their decor, food, and services revolve around this particular theme. This gives them a unique look and aesthetic that helps them stand out from the competition and helps them do well with particular customer demographics. While this niche can be very popular in the Portland area, their inability to provide other styles and aesthetics prevents them from successfully servicing other customers in the luxury picnic market. As such, Stumptown Picnics will be a much more appealing option for many customers.

 

Competitive Advantage

Stumptown Picnics will be able to offer the following advantages over the competition:

• Multiple packages: We offer multiple picnic packages that cater to a wide demographic. Our small packages are geared towards small gatherings or those who are planning an event on a budget. Our larger packages cater to larger events and parties.
• Management: Josh and Diana have years of restaurant and event planning experience that allows us to market and serve customers in a much more sophisticated manner than our competitors.
• Moderate pricing: Stumptown Picnic’s pricing will be more moderate and affordable than the competition.
• Relationships: Having worked in the restaurant and event planning industries for several years, Diana and Josh Martin have contacts with suppliers, promoters, and influencers to launch a successful luxury picnic business.

 

Marketing Plan

Brand & Value Proposition

Stumptown Picnics will offer a unique value proposition to its clientele:

• Extensive menu of gourmet food.
• Multiple picnic packages that cater to a wide demographic.
• Multiple themes, styles, and aesthetics to choose from.
• Fun, friendly, and professional staff.
• Moderate pricing.

 

Promotions Strategy

The promotions strategy for Stumptown Picnics is as follows:

Social Media

Stumptown Picnics will use social media to cater to the social media-obsessed portion of Portland. The social media manager will create Instagram, Twitter, and Facebook business accounts to post “Coming Soon” announcements as well as pictures of our food, picnic setups, the van, and us working at previous events.

SEO Website Marketing

Stumptown Picnics plans to maintain a strong SEO presence on search engines like Google and Bing. When a person types in “local luxury picnic” or “Portland luxury picnics,” Stumptown Picnics will appear in the top three choices. The website will include all of our packages and images of our picnic setups.

Word of Mouth/Referrals

Stumptown Picnics will encourage word-of-mouth marketing from loyal and satisfied clients. The company will incentivize its existing customer base to encourage friends and colleagues to hire our services.

Print Advertising

Stumptown Picnics will invest in professionally designed print ads to display in programs or flyers and to put in magazines, newspapers, and direct mailers.

 

Pricing

The pricing of Stumptown Picnics will be moderate and on par with competitors so customers feel they receive value when purchasing our services.

 

Operations Plan

The operations plan for Stumptown Picnics is as follows:
Operation Functions:

• Diana and Josh Martin will be the owners of Stumptown Picnics. They will take care of the majority of operations, including planning and setting up picnic events, determining the menu, and providing customer service. They will spend the next several months hiring the following staff:
• Two to four part-time staff to help cook food and set up picnics.
• A part-time marketing specialist who will manage the marketing and promotional campaigns.
• A part-time accountant who will manage all client invoicing, billing, and payables.

 

Milestones:

Stumptown Picnics aims to open in the next six months. The following are the milestones needed in order to obtain this goal.

• 12/1/2023 – Execute lease for prime location.
• 12/15/2023 – Begin build out of kitchen location and purchase van.
• 1/1/2024 – Finalize menu.
• 2/1/2024 – Hire and train employees.
• 2/15/2024 – Start social media marketing campaign
• 3/1/2024 – Purchase initial inventory of decorations and supplies.
• 3/15/2024 – Grand opening of Stumptown Picnics.

 

Management Team

Diana and Josh Martin are the husband-and-wife team behind Stumptown Picnics, a luxury picnic business that specializes in creating unforgettable outdoor dining experiences. Diana is a graduate of Le Cordon Bleu Culinary Academy and has over 20 years of culinary and hospitality experience. She has worked for several five-star restaurants, where she developed her passion for creating delicious gourmet food. Josh is a seasoned events planner with 20 years of experience in the industry. He has planned hundreds of parties, gatherings, and social events, and he brings his expertise in logistics and organization to Stumptown Picnics. Together, they have the perfect set of skills and expertise to run a successful luxury picnic business.

Though Diana and Josh have never run a company of their own, they have considerable experience in their respective industries and know how to run the general operations of a business. They will hire other staff who can help them with the aspects of the business they are unfamiliar with, such as marketing and accounting.

 

Financial Plan

Key Revenue & Costs

Revenue for Stumptown Picnics will come from providing luxury picnic setups and services. We offer multiple packages with varying pricing that depends on the services purchased, the type of event, and how many people will attend it. Pricing will be all-inclusive and will include the cost of food, preparation, staff, plates, cutlery, clean-up, as well as a 20% gratuity.

The cost drivers for Stumptown Picnics will include the overhead costs, payroll, marketing, and costs for the food, supplies, and equipment. Stumptown Picnics will also need to purchase a van to deliver the food and supplies to each picnic event.

 

Funding Requirements and Use of Funds

Stumptown Picnics is seeking $200,000 in debt financing to open the catering business. The funding will be dedicated to securing the commercial kitchen lease, equipment and supplies, working capital, marketing costs, and van purchase and maintenance. The breakout of the funding is below:

• Food equipment, supplies, and inventory: $25,000
• Picnic supplies and inventory: $25,000
• Van purchase and maintenance: $50,000
• Three months of overhead expenses (payroll, rent, utilities): $50,000
• Marketing costs: $25,000
• Working capital: $25,000

 

Key Assumptions

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

• Number of events per month: 15
• Initial average client catering contract: $1,000
• Annual lease: $20,000

 

Financial Projections

Income Statement

Balance Sheet

Cash Flow Statement

Luxury Picnic Business Plan FAQs