Rutabaga Sweets is a dessert bar and bakery located in Washington DC that allows customers to watch their desserts being made. The business aims to become a favorite spot for locals and tourists by holding true to its vision of an old-fashioned feel. It plans to take advantage of its location in the high traffic Business Improvement District near tax incentives and the MCI Center. Through creating a niche in the restaurant industry with exceptional product and service, Rutabaga Sweets expects to increase sales by more than $145,000 over three years while maintaining an 80% gross margin.

1. Business English
Executive Summary
Sirhajwan Idek

2. Company’s Name

3. Company’s Name
• Photo of team members!!!

4. Executive Summary
• Business idea
• Mission
• Opportunity
• Strategy

5. Executive Summary- what it is
• Rutabaga Sweets is a dessert bar
and bakery located in the Business
Improvement District (BID) of
Washington DC. We can loosely be
described as a quick-service
restaurant where customers sit
around a bar and watch their
desserts being made. The show, as
well as the dessert, is our main
selling point.

6. Executive Summary- Mission
• Rutabaga Sweets will hold true to its vision of
being a new concept with an old fashioned feel
in order to become a favorite spot for DC
natives. As the reported national leader in
money spent in restaurants, Washington DC is
an optimal location for launching a new
restaurant concept. Rutabaga Sweets also
hopes to become a destination for the
thousands of tourists, both American and
foreign, who visit DC every year.

7. Executive Summary- Opportunity
We plan to manipulate our location in the
Business Improvement District to our utmost
advantage. Both tax incentives and high traffic
due to the MCI Center will give us an edge as a
new business. As the BID fills up with new
businesses over the next few years Rutabaga
Sweets will receive an added boost of increased
traffic. Therefore, we are aggressively planning
for a 50% increase in sales the second year of
business.

8. Executive Summary- Strategy
• By creating a new niche in the restaurant
industry, Rutabaga Sweets will increase sales
by more than $145,000 over three years
while maintaining a gross margin of
80%. Through a philosophy of "nothing but
the best" regarding both product and service,
Rutabaga Sweets will establish itself as an
exceptional dessert bar in Washington
DC. We also will gain a competitive
advantage in take out and catered desserts.
Niche: Specialty in a specific area that appeals
to a particular target group

9. Draft your executive summary
• Use the previous examples to draft the executive summary of your
business plan
• Company’s name
• Team Members
• Business idea
• Mission
• Opportunity
• Strategy