PO Box 395 East Rutherford, NJ 07073 Phone: (201) 935-1600 Fax: (201) 935-1260 |
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About TD Marketing
| TD Marketing's Business Plan 2007 |
Marketing Organization
Frank Doyle founded TD Marketing in the new millennium. Frank has a long family history in the Metropolitan New
York Tri-State area. He started working for the family business Frank J. Doyle Inc., part-time and during the summers
back in 1987 as a stock boy. Frank J. Doyle Inc. was founded by his grandfather back in the 1950’s, and was one of the
first representatives of Pitco Frialator and Savory Toasters. His responsibilities included collating catalogs, ordering
literature, stuffing mailers, attaching acknowledgments to invoices and filing. As he grew older and quickly moved up the
corporate ladder he started making deliveries to all the local dealers in the Tri-State area. This was his start in sales. He
was getting out in front of customers at the age of sixteen and building what turned out to be long lasting relationships.
In September of “2001”, Frank decided to join forces with his father, Lawrence M. Doyle with Frank J. Doyle Inc.
Together, the two companies make a much stronger team in the marketplace adding such lines as Beverage Air, which
helped complete the entire kitchen package for TD Marketing. Frank and Larry surprisingly had different strengths,
weaknesses, traits and philosophies, which seem to compliment one another making the team even stronger. This also
maintained and secured our long lasting tradition of the family business to pass down to Frank’s children and cousins.
Today, TD Marketing is made up of eight individuals with over 150-years of combined experience in the food service
industry. The team consists of seven seasoned individuals with an extensive knowledge of the marketplace and the
products TD Marketing represents.
Executive Summary
This marketing plan is designed to give TD Marketing and the brands we represent a blueprint for marketing and selling in
the New York / New Jersey Metropolitan territory and clear insight into the philosophy and infrastructure that make up TD
Marketing.
Our objective is to:
- Identify our target market, market opportunities and promotional opportunities.
- Identify our strengths, weaknesses, opportunities and threats.
- Identify new ways to promote and unite all brands TD represents.
- Execute the aforementioned in a timely and thorough fashion.
The founder and employees of TD Marketing are experienced foodservice industry professionals and are passionate about
the companies they represent and the customers they service.
Situation Analysis
Our firm offers a service to the factories we represent and the foodservice customers we serve. We provide equipment
expertise, equipment layout and design, crossover knowledge of the customer’s operational needs, local market knowledge
and current and future sales goals.
Market Needs
When a dealer, consultant, chain or end user wants to purchase refrigeration, ventilation and/or cooking equipment, there
is a need for first-hand knowledge, experience and expertise of the equipment they require. Many customers, both new
and experienced in the foodservice industry, are unsure of the type of equipment to fit their needs, what to ask for, and
where to get it. With the knowledge and expertise of TD Marketing, we can provide these existing and potential
customers with hands on training, educating them of the features and benefits of all products we represent at one location.
This training will in turn provide the customer with the knowledge and understanding they need to purchase the right
equipment package.
Consultants, foodservice and refrigeration dealers have all become much more dependant on factories for immediate
assistance on quotes, designs, specifications including rough-ins and sizing (ice machines and hoods), field measurements,
features and benefits of the lines represented to the end user and most importantly, start-ups and demos. TD Marketing
reduces their sense of risk to the client. If things go wrong they have the reps, the experts with whom they work to solve
the problem. If things go right, they get the credit.
Equipment demands are changing. Chefs, chains, supermarkets and convenience stores aren’t just looking for cooking
and refrigeration equipment. They are looking for equipment that addresses their needs. They are requiring equipment that
allows for flexibility in menus, is more durable, needs less pampering (thereby reducing labor), provides efficiency of
movement and cost of operation, is customizable to their setting, complies with all safety and NSF requirements, and at
the same time is value added. The brands that TD Marketing partners with truly represent today’s “solution” to tomorrow’
s kitchen.
Strengths
• Young and Experienced Sales and Marketing Team. Though our team is made up of over 150 combined years of
direct foodservice equipment sales knowledge, we provide a fresh new outlook on the marketplace.
• Our Relationships. Through our family history and past experience in the industry, we have developed strong, long-
lasting relationships within all segments of the industry.
• Employee Owned Company. Long-term, stable staff. Low (if any) turnover.
• Diverse backgrounds. Very knowledgeable in all aspects of the business. This includes both hot and cold side. Along
with knowledge, a diversity of point of view is a powerful asset to any sales organization. Our employees have worked in
the following trades and positions; A chef, Equipment Estimator, Outside Sales Manager, Foodservice Equipment
Fabricator, Refrigeration Technician, Dealer, Distributor, VP of Sales & Marketing, National Sales Manager, Regional
Sales Manager and private Business Owner.
• Estimating, quotations, customer service. Customers are looking for more value added services and TD Marketing is
there to provide them with this. 90% of quotations are done in-house or right in front of our customers. We log every
quote that our team does. This allows us to follow up on projects and report back to our factories.
• Direct Factory Experience. As managers with major manufacturers we have a better understanding and knowledge
of what factories expect of an independent rep group. Using this information as a tool, TD Marketing better serves the
brands we represent and assist in accomplishing their goals.
• Layout and Design on CAD. All principals have CAD experience. Our company expert, Frank Doyle, has been
working with CAD for over five years. This allows us to generate leads before reaching the street through architects.
We also provide this service to Dealers that do not have the capability.
• Centralized Office. Conveniently located in East Rutherford, NJ just outside of New York City. Close to all major
highways, bridges, tunnels, trains and airports.
• Technology. Our office is equipped with the latest color fax machines, color copier, color printers and Pentium
computers linked with a network. The system has Autoquotes, KCL CADalog, RPMS rep management software, Quick
Books Pro, dedicated modems, scanner, desktop publishing program, Internet access and e-mail. AutoCAD Lt 2002
allows us to supply simple conception drawings to consultants and prospective customers. All laptop computers have up-
link capability to our centralized network through Microsoft NT & Outlook.
• No conflicting lines. In order to maintain the integrity of our efforts and support a non selective loyalty, TD Marketing
will not represent lines with conflicting products.
• No debt or financial concerns. We have been incorporated for 7-years. Our factories need not be concerned with
misguided focus due to any previous buyout agreements or planning for a principal’s retirement in forthcoming years.
• Knowledge of Competition. TD Marketing has more brand knowledge and education on competition than most
others. Combined our sales team has worked directly for or represented the following companies: Admiral Craft,
Scotsman Ice Systems (Enodis), Blakeslee, Howard/McCray Refrigeration, Blodgett, Blodgett Combi, MagiKitch’n, Marlo
Mfg. Co., Hatco, Bally, Carter Hoffman, Dispense-Rite, Dito Dean, Hickory, Advance Tabco, Lowe Refrigeration, Pitco
Frialator, Supreme Metal, Everpure, Lakeside, Low Temp, Stellar Steam, Continental and Hussmann.
• Distribution and warehouse capability. Our product distribution capability and our 4,000 sq. ft. warehouse with
pallet racking allows us to offer project staging and product and parts distribution opportunities.
• TD Marketing Corporate Training Kitchen. TD Marketing has a full functioning test kitchen in our showroom
located in East Rutherford, NJ. Currently we have a Greenheck hood, CresCor Roast N Hold Oven, CresCor Holding
Cabinet, Panasonic Sonic Steamer, Panasonic Combi Wave, Lainox Combi Oven, Beverage Air Freezer, Beverage Air
Refrigerator, Aero Chef’s Counter with Double Overshelf and Pot Rack, Moyer Diebel Undercounter Dish Machine, Aero
Undercounter Dishtable with pre-rinse sink and spray faucet.
Opportunities
• Growing population. The need for additional recreational facilities such as golf courses, boat clubs, stadiums, and
casinos, as well as the demand for upscale and high-end restaurants, still remain strong.
• High employment rate. The more people work, the busier they are. Many are too busy to cook everyday.
Supermarket foodservice is filling this need, coming into its own in the form of takeout meal replacement. Supermarket
foodservice grew at the rate of eight percent in 2006 and should continue in 2007.
• Growth in all Segments. The foodservice industry as a whole is still gaining momentum. We believe it will continue
to grow in 2007 and 2008. The TD marketing plan will facilitate a stronger presence altogether in every segment. The
enthusiasm, youth, knowledge and background of TD Marketing with the brand recognition of all the companies that we
represent will allow us to take valuable market share from our competitors creating incremental volume.
• Internet. Owners and operators of foodservice establishments are getting more and more comfortable with the World
Wide Web every day. They are utilizing it for some if not all of their inquiries on products, services and purchasing
needs. TD Marketing is on the leading edge with a comprehensive Web site. We have links to all of our manufactures
sites as well as current job listings.
• Capitalize on our Competitor’s Weakness. TD Marketing knows and fully understands how our competition goes
to market. This will give us an advantage over them on new promotional programs, training seminars, mailers, contests
and advertisements in local trade publications.
• Existing Relationships. Utilizing our long-term relationships will assist in maintaining and growing existing business
while developing a new customer database.
• Department of Corrections. Large, growing segment of the industry that typically remains unnoticed. Local prisons
can buy with out getting approval anything they want as long as it does not exceed $20,000.00. Anything over $20,000.00
has to go out to bid.
• Schools and Universities. High enrollment rates are putting pressure on these institutions to meet demands in increased
foodservice needs. New kitchens, dining halls, and cafeterias are homes for all TD companies.
• Hospitals and Healthcare. People are getting older, creating a shortage of long-term healthcare facilities, senior centers
and assisted living facilities. Food born illnesses, cross contamination, bacteria and rust have hospitals and nursing homes
more concerned with food handling, storage and safety.
• Consolidated Effort. Single source for all your kitchen needs.
Keys to Success
Unite all kitchen and bar components under one sales and marketing umbrella, TD Marketing. Make our position clear in
the territory. As a partner with our manufacturers, we are all now just one company with numerous solutions to
tomorrow’s kitchen.
We have committed ourselves to developing and maintaining a competitive advantage by establishing the TD
manufacturing partners as the “must have” equipment in our core market.
Secure additional chain business. The large chain accounts are a prime target, but more concentration must be directed
toward the smaller secondary chains and franchisees. They can offer greater opportunity and growth.
Market our manufacturers directly to supermarkets, convenience stores, department of corrections, schools, universities,
hotels, motels, franchisees, hospitals and nursing homes. Participate in their associations to learn about upcoming projects
before hitting the street.
Get aggressively involved with all the buying groups in which our manufacturers participate. Build long lasting
partnerships with those dealers for their complete kitchen packages. Provide value added services, product availability,
education and training on all lines we represent.
Educate the end user and person ultimately using the equipment. We want our customers asking for our brands walking
into a dealership.
Provide ongoing service training on both hot and cold side to technicians. The more comfortable they are working on our
equipment, the more they will recommend our brands.
A sales company cannot continue to prosper without repeat business. What keeps the dealers, consultants, chains and end
users coming back to TD Marketing? An educated sales person, a quality product, fairs and values laden pricing and
impeccable pre and post sale service.
It is the correct mix of these services that we at TD Marketing provide. The highest quality product, service, knowledge,
layout & design, response, follow through, and customer successes. We must stay on this course, excel in these areas,
and repeat business will continue to grow.
Succession Plan
TD Marketing is a young sales organization whose principals are in their late thirties and early forties in perfect health and
fitness. With this in mind, our company should and will remain under the same management for many years to come.
In the event of the untimely passing of any principal of the organization, there are terms within the stockholder agreement
that the shares will be divided amongst the remaining principals so the business and its day-to-day operation will continue
to function uninterrupted.
Frank Doyle founded TD Marketing in the new millennium. Frank has a long family history in the Metropolitan New
York Tri-State area. He started working for the family business Frank J. Doyle Inc., part-time and during the summers
back in 1987 as a stock boy. Frank J. Doyle Inc. was founded by his grandfather back in the 1950’s, and was one of the
first representatives of Pitco Frialator and Savory Toasters. His responsibilities included collating catalogs, ordering
literature, stuffing mailers, attaching acknowledgments to invoices and filing. As he grew older and quickly moved up the
corporate ladder he started making deliveries to all the local dealers in the Tri-State area. This was his start in sales. He
was getting out in front of customers at the age of sixteen and building what turned out to be long lasting relationships.
In September of “2001”, Frank decided to join forces with his father, Lawrence M. Doyle with Frank J. Doyle Inc.
Together, the two companies make a much stronger team in the marketplace adding such lines as Beverage Air, which
helped complete the entire kitchen package for TD Marketing. Frank and Larry surprisingly had different strengths,
weaknesses, traits and philosophies, which seem to compliment one another making the team even stronger. This also
maintained and secured our long lasting tradition of the family business to pass down to Frank’s children and cousins.
Today, TD Marketing is made up of eight individuals with over 150-years of combined experience in the food service
industry. The team consists of seven seasoned individuals with an extensive knowledge of the marketplace and the
products TD Marketing represents.
Executive Summary
This marketing plan is designed to give TD Marketing and the brands we represent a blueprint for marketing and selling in
the New York / New Jersey Metropolitan territory and clear insight into the philosophy and infrastructure that make up TD
Marketing.
Our objective is to:
- Identify our target market, market opportunities and promotional opportunities.
- Identify our strengths, weaknesses, opportunities and threats.
- Identify new ways to promote and unite all brands TD represents.
- Execute the aforementioned in a timely and thorough fashion.
The founder and employees of TD Marketing are experienced foodservice industry professionals and are passionate about
the companies they represent and the customers they service.
Situation Analysis
Our firm offers a service to the factories we represent and the foodservice customers we serve. We provide equipment
expertise, equipment layout and design, crossover knowledge of the customer’s operational needs, local market knowledge
and current and future sales goals.
Market Needs
When a dealer, consultant, chain or end user wants to purchase refrigeration, ventilation and/or cooking equipment, there
is a need for first-hand knowledge, experience and expertise of the equipment they require. Many customers, both new
and experienced in the foodservice industry, are unsure of the type of equipment to fit their needs, what to ask for, and
where to get it. With the knowledge and expertise of TD Marketing, we can provide these existing and potential
customers with hands on training, educating them of the features and benefits of all products we represent at one location.
This training will in turn provide the customer with the knowledge and understanding they need to purchase the right
equipment package.
Consultants, foodservice and refrigeration dealers have all become much more dependant on factories for immediate
assistance on quotes, designs, specifications including rough-ins and sizing (ice machines and hoods), field measurements,
features and benefits of the lines represented to the end user and most importantly, start-ups and demos. TD Marketing
reduces their sense of risk to the client. If things go wrong they have the reps, the experts with whom they work to solve
the problem. If things go right, they get the credit.
Equipment demands are changing. Chefs, chains, supermarkets and convenience stores aren’t just looking for cooking
and refrigeration equipment. They are looking for equipment that addresses their needs. They are requiring equipment that
allows for flexibility in menus, is more durable, needs less pampering (thereby reducing labor), provides efficiency of
movement and cost of operation, is customizable to their setting, complies with all safety and NSF requirements, and at
the same time is value added. The brands that TD Marketing partners with truly represent today’s “solution” to tomorrow’
s kitchen.
Strengths
• Young and Experienced Sales and Marketing Team. Though our team is made up of over 150 combined years of
direct foodservice equipment sales knowledge, we provide a fresh new outlook on the marketplace.
• Our Relationships. Through our family history and past experience in the industry, we have developed strong, long-
lasting relationships within all segments of the industry.
• Employee Owned Company. Long-term, stable staff. Low (if any) turnover.
• Diverse backgrounds. Very knowledgeable in all aspects of the business. This includes both hot and cold side. Along
with knowledge, a diversity of point of view is a powerful asset to any sales organization. Our employees have worked in
the following trades and positions; A chef, Equipment Estimator, Outside Sales Manager, Foodservice Equipment
Fabricator, Refrigeration Technician, Dealer, Distributor, VP of Sales & Marketing, National Sales Manager, Regional
Sales Manager and private Business Owner.
• Estimating, quotations, customer service. Customers are looking for more value added services and TD Marketing is
there to provide them with this. 90% of quotations are done in-house or right in front of our customers. We log every
quote that our team does. This allows us to follow up on projects and report back to our factories.
• Direct Factory Experience. As managers with major manufacturers we have a better understanding and knowledge
of what factories expect of an independent rep group. Using this information as a tool, TD Marketing better serves the
brands we represent and assist in accomplishing their goals.
• Layout and Design on CAD. All principals have CAD experience. Our company expert, Frank Doyle, has been
working with CAD for over five years. This allows us to generate leads before reaching the street through architects.
We also provide this service to Dealers that do not have the capability.
• Centralized Office. Conveniently located in East Rutherford, NJ just outside of New York City. Close to all major
highways, bridges, tunnels, trains and airports.
• Technology. Our office is equipped with the latest color fax machines, color copier, color printers and Pentium
computers linked with a network. The system has Autoquotes, KCL CADalog, RPMS rep management software, Quick
Books Pro, dedicated modems, scanner, desktop publishing program, Internet access and e-mail. AutoCAD Lt 2002
allows us to supply simple conception drawings to consultants and prospective customers. All laptop computers have up-
link capability to our centralized network through Microsoft NT & Outlook.
• No conflicting lines. In order to maintain the integrity of our efforts and support a non selective loyalty, TD Marketing
will not represent lines with conflicting products.
• No debt or financial concerns. We have been incorporated for 7-years. Our factories need not be concerned with
misguided focus due to any previous buyout agreements or planning for a principal’s retirement in forthcoming years.
• Knowledge of Competition. TD Marketing has more brand knowledge and education on competition than most
others. Combined our sales team has worked directly for or represented the following companies: Admiral Craft,
Scotsman Ice Systems (Enodis), Blakeslee, Howard/McCray Refrigeration, Blodgett, Blodgett Combi, MagiKitch’n, Marlo
Mfg. Co., Hatco, Bally, Carter Hoffman, Dispense-Rite, Dito Dean, Hickory, Advance Tabco, Lowe Refrigeration, Pitco
Frialator, Supreme Metal, Everpure, Lakeside, Low Temp, Stellar Steam, Continental and Hussmann.
• Distribution and warehouse capability. Our product distribution capability and our 4,000 sq. ft. warehouse with
pallet racking allows us to offer project staging and product and parts distribution opportunities.
• TD Marketing Corporate Training Kitchen. TD Marketing has a full functioning test kitchen in our showroom
located in East Rutherford, NJ. Currently we have a Greenheck hood, CresCor Roast N Hold Oven, CresCor Holding
Cabinet, Panasonic Sonic Steamer, Panasonic Combi Wave, Lainox Combi Oven, Beverage Air Freezer, Beverage Air
Refrigerator, Aero Chef’s Counter with Double Overshelf and Pot Rack, Moyer Diebel Undercounter Dish Machine, Aero
Undercounter Dishtable with pre-rinse sink and spray faucet.
Opportunities
• Growing population. The need for additional recreational facilities such as golf courses, boat clubs, stadiums, and
casinos, as well as the demand for upscale and high-end restaurants, still remain strong.
• High employment rate. The more people work, the busier they are. Many are too busy to cook everyday.
Supermarket foodservice is filling this need, coming into its own in the form of takeout meal replacement. Supermarket
foodservice grew at the rate of eight percent in 2006 and should continue in 2007.
• Growth in all Segments. The foodservice industry as a whole is still gaining momentum. We believe it will continue
to grow in 2007 and 2008. The TD marketing plan will facilitate a stronger presence altogether in every segment. The
enthusiasm, youth, knowledge and background of TD Marketing with the brand recognition of all the companies that we
represent will allow us to take valuable market share from our competitors creating incremental volume.
• Internet. Owners and operators of foodservice establishments are getting more and more comfortable with the World
Wide Web every day. They are utilizing it for some if not all of their inquiries on products, services and purchasing
needs. TD Marketing is on the leading edge with a comprehensive Web site. We have links to all of our manufactures
sites as well as current job listings.
• Capitalize on our Competitor’s Weakness. TD Marketing knows and fully understands how our competition goes
to market. This will give us an advantage over them on new promotional programs, training seminars, mailers, contests
and advertisements in local trade publications.
• Existing Relationships. Utilizing our long-term relationships will assist in maintaining and growing existing business
while developing a new customer database.
• Department of Corrections. Large, growing segment of the industry that typically remains unnoticed. Local prisons
can buy with out getting approval anything they want as long as it does not exceed $20,000.00. Anything over $20,000.00
has to go out to bid.
• Schools and Universities. High enrollment rates are putting pressure on these institutions to meet demands in increased
foodservice needs. New kitchens, dining halls, and cafeterias are homes for all TD companies.
• Hospitals and Healthcare. People are getting older, creating a shortage of long-term healthcare facilities, senior centers
and assisted living facilities. Food born illnesses, cross contamination, bacteria and rust have hospitals and nursing homes
more concerned with food handling, storage and safety.
• Consolidated Effort. Single source for all your kitchen needs.
Keys to Success
Unite all kitchen and bar components under one sales and marketing umbrella, TD Marketing. Make our position clear in
the territory. As a partner with our manufacturers, we are all now just one company with numerous solutions to
tomorrow’s kitchen.
We have committed ourselves to developing and maintaining a competitive advantage by establishing the TD
manufacturing partners as the “must have” equipment in our core market.
Secure additional chain business. The large chain accounts are a prime target, but more concentration must be directed
toward the smaller secondary chains and franchisees. They can offer greater opportunity and growth.
Market our manufacturers directly to supermarkets, convenience stores, department of corrections, schools, universities,
hotels, motels, franchisees, hospitals and nursing homes. Participate in their associations to learn about upcoming projects
before hitting the street.
Get aggressively involved with all the buying groups in which our manufacturers participate. Build long lasting
partnerships with those dealers for their complete kitchen packages. Provide value added services, product availability,
education and training on all lines we represent.
Educate the end user and person ultimately using the equipment. We want our customers asking for our brands walking
into a dealership.
Provide ongoing service training on both hot and cold side to technicians. The more comfortable they are working on our
equipment, the more they will recommend our brands.
A sales company cannot continue to prosper without repeat business. What keeps the dealers, consultants, chains and end
users coming back to TD Marketing? An educated sales person, a quality product, fairs and values laden pricing and
impeccable pre and post sale service.
It is the correct mix of these services that we at TD Marketing provide. The highest quality product, service, knowledge,
layout & design, response, follow through, and customer successes. We must stay on this course, excel in these areas,
and repeat business will continue to grow.
Succession Plan
TD Marketing is a young sales organization whose principals are in their late thirties and early forties in perfect health and
fitness. With this in mind, our company should and will remain under the same management for many years to come.
In the event of the untimely passing of any principal of the organization, there are terms within the stockholder agreement
that the shares will be divided amongst the remaining principals so the business and its day-to-day operation will continue
to function uninterrupted.