Pizza Today - November 2016 - 46

MARCH 27-30, 2017

the road to expo / COMPILED BY BRUCE ALLAR

School of Pizzeria Management
Instructor Keith Coffman Questions Your Concept

O

ne of the new course offerings
in 2017 at the School of Pizzeria Management covers the
topic of concept development, either for
a first pizzeria or for expansion units. The
instructors - Mike Bausch (Andolini's,
Tulsa, Oklahoma) and Keith Coffman (Lost River Pizza, Bowling Green,
Kentucky) - have successful startup
experience and are willing to share what
they've learned during the four-hour
workshop on Sunday, March 26. Here are
a few thoughts from Keith about some
of the issues that will be discussed during
the workshop.
Pizza Expo: What is the single most
important step owners should take while
developing a pizzeria concept?
Keith Coffman: "The single most
important step is conducting a market
analysis and feasibility study. By either
doing it themselves or through a thirdparty consultant, pizzeria owners will
have data in their hands that lets them
know if they have a real shot at being
successful.

"Mike and I will show owners how
to gather and use this information for
a more in-depth understanding of their
market, their customers and their competition. This will help guide them through
the development of their concept. They'll
have a greater knowledge of the needs of
their customers. They will know which
needs are being met and which needs
are unfulfilled. The unfulfilled needs will
be their best opportunities for success.
And we will present attendees with a list
of items to include in their own market
analysis and feasibility studies."
PE: Name a major pitfall that often
trips up people at the concept stage.
KC: "Having adequate operating capital is a major pitfall in developing and
opening a new concept. A lot of newrestaurant developers have savings or
retirement plans that they use to open up
their restaurant. They spend their money
on everything they need do to open
- things like remodeling, purchasing
equipment and furnishings. Then reality
sets in and they realize they didn't budget

enough operating capital.
"New operators must set aside enough
operating capital in their budget for a
minimum of three months worth of
operating expenses. These operating
expenses include inventory costs, labor
costs, loan payments, lease costs, utilities,
taxes and marketing costs. Make sure that
you have operating capital! We'll show
you how to calculate this cost and avoid
undercapitalization."
PE: How does the rise of fast casual
pizzerias affect concept development for
others entering the market?
KC: "Fast casual can affect others if
they are targeting the same customer base
and creating a similar dining experience.
Fast casual pizza shops are going to win
in the quick-in and quick-out lunch
market. So why go there?"
PE: How do you make writing a business plan within the ability of the average
pizza maker?
KC: "We will go over key topics that
workshop attendees need to include and
address in their business plans. They will
be selling their concept through their
business plan to potential partners, bankers or investors. Mike and I can educate
pizzeria owners on what those money
people want to see included before they
invest."

REGISTRATION OPENS
NOVEMBER 8, 2016
Sign up for Pizza Expo 2017's
workshops and competitions
when you register online at
PizzaExpo.com

MARCH 27 - 30, 2017 / LAS VEGAS CONVENTION CENTER
4 6 / P I Z Z AT O D AY. C O M / N O V E M B E R 2 0 1 6
http://www.PizzaExpo.com http://www.PIZZATODAY.COM
Pizza Today - November 2016

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