1) You. Who you are. What your talents are. What your skills and experiences are. Also: what are your aspirations? Specifically regarding your business concept, how do you see this business (if you were to start it) playing a role in your life?
I am Chris Campbell and I am an Environmental Geosciences major and a veteran of the Navy. I have come to believe that people that spend their lives helping others live longer and happier lives. It is important for me to help other, as I believe that I can. I want to focus this energy on something that will improve the quality of life for as many people as possible and I believe that my idea will indeed fulfill that. If I were to start this business, I would certainly no longer be going to law school, as I would want to get the concept out as quickly as possible.
2) What are you offering to customers? Describe the product or service (in other words, how you'll solve customers' unmet needs).
Currently, our fast food options are limited almost exclusively to the unhealthy category. With people getting busier and less time in the day to cook meals, I believe that the need for healthy, fast, and available meals is going to increase dramatically as time goes on and more data about health comes out. I intend to make the health food McDonald's in every since of the description.
3) Who are you offering it to? Describe, in as much detail as possible, the demographic and psychographic characteristics of your customers. Think especially of this question: what do your customers all have in common?
I believe that this will be most useful for students and young families on the go. Both groups have limited time and desire to consume nutritious meals. It is certainly not limited to these groups, as they do not have the monopoly on being busy.
4) Why do they care? Your solution is only valuable insofar as customers believe its valuable to them. Here, explain why customers will actually pay you money to use your product or service.
More and more studies continue to come out that suggest that fast food is simply not food at all, with the word poison being used by many. In addition to it being terrible for you, these restaurants source their food from the cheapest spot, which usually further condemns the quality, as well as being part of the industrial agriculture system that will bleed the freshwater from this planet if left unchecked. My restaurants will offer consumers an escape from both of those situations, as the business model is based around sourcing food from local, sustainably-grown farmers. This will also increase the demand for local farmers, establishing a symbiotic relationship between the restaurant and its food providers.
5) What are your core competencies? What sets you apart from everyone else? Also: what do you have that nobody else has?
There are no major chain restaurants with this combination of concepts. My restaurants are the way of the future.
In addition to these five elements, please spend a paragraph evaluating whether you believe these elements fit together or whether there are aspects of your business concept that are weaker / out-of-joint with the others.
I think the kinks lie with sourcing the food and providing a reliable menu. The latter part will likely be impossible, as certain foods have short seasons and the integrity and quality of the product can never be in question. Establishing a relationship with 'adventurous' eaters that will enjoy the rotating menu will be key, as well as establishing a festive, exploratory atmosphere. Having said that, I think that a college town is the perfect place to launch a proof-of-concept and that the customers are there.