La Arepa

1.0 Executive Summary

1.1 COMPANY & INDUSTRY

La Arepa, a Colombian Corporation, is in the fast-food service industry. The company has developed a unique business model that reduces overhead by utilizing mobile vending units as opposed to brick and mortar stores. This is a very popular alternative to dining in larger business centric cities.

1.2 PRODUCTS & SERVICES

La arepa is a bread made of corn popular in both Colombia and Venezuela. It is similar to the Mesoamerican tortilla and even more to the Salvadoran pupusa. Arepas can also be found in Panama and the Canary Islands in Spain. The arepa is a flat, unleavened patty made of cornmeal which can be grilled, baked, or fried. The characteristics of the arepa vary from region to region: It may vary by color, flavor, size, thickness, garniture, and also the food it may be stuffed with. Arepa is a native bread made of ground corn, water, and salt which is fried into a pancake-like bread. It is either topped or filled with meat, eggs, tomatoes, salad, cheese, shrimp, or fish.

The meals are provided to the consumer initially through mobile corn bread Vending Units, which provide widespread point of sale coverage, complying with health regulations. The first trial was tested in Bogota in June 2006, receiving great response. It will become a product in itself, as La Arepa expands rapidly through franchising. La Arepa is a nationally transportable business.

1.3 MARKET ANALYSIS

Valued in 2009 at $1.0 million, the domestic market for “fast” food is large and segmented, with Latin American style foods representing 1 of the top 3 choices in Colombia at 55% of the market. Corn bread will initially target Latin American business where high-income earning but time-poor individuals are most greatly concentrated. Shopping malls, university campuses, weekend markets, and local business areas will then be targeted. Event catering and supermarket convenience foods will be markets that corn bread then diversifies into.

1.4 STRATEGY & IMPLEMENTATION

La arepa will build brand recognition through its arepas Vending Units being placed strategically throughout large cities’ business districts. Once brand recognition has been achieved, catering services will be offered, and the arepas products will be available in supermarkets. Additionally, La arepa offers franchise opportunities to help further expand its reach, along with adding an additional revenue stream.

1.5 MANAGEMENT

We have significant experience in: the hospitality industry, advertising, and business management. The founder previously owned a very successful Colombian restaurants in Bogota but grew tired of paying exorbitant rent hoping customers would turn up each night. La