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Luxury Picnic Business Plan [Sample Template]

A luxury picnic business is a specialized service that offers curated and high-end picnic experiences to clients. Instead of a traditional, casual picnic, a luxury picnic business elevates the concept by providing premium setups, elegant decor, gourmet food and drinks, and a comfortable and picturesque environment for clients to enjoy.

These businesses often cater to special occasions such as birthdays, anniversaries, marriage proposals, romantic dates, bridal showers, corporate events, and more.

These businesses cater to individuals who are looking for a premium and hassle-free way to celebrate special occasions or simply enjoy a leisurely day outdoors. The convenience, attention to detail, and the combination of beautiful settings, delicious food, and thoughtful decor contribute to the appeal of luxury picnic businesses.

Steps on How to Write a Luxury Picnic Business Plan

  1. Executive Summary

Queen Bonita® Luxury Picnic Services, Inc. is a premier luxury picnic business located in the affluent community of Hillsborough, California.

Our company specializes in curating exquisite picnic experiences that combine elegance, comfort, and unparalleled aesthetics for our discerning clients. With a dedication to exceptional service and attention to detail, we aim to provide memorable and bespoke picnic events that cater to a range of special occasions.

Our services cater to individuals, couples, families, and corporate clients seeking exclusive and unforgettable moments in picturesque outdoor settings.

  1. Company Profile

a. Our Products and Services

Queen Bonita® Luxury Picnic Services, Inc. offers a range of carefully crafted packages that include:

Themed Picnics: Customized themes to suit various preferences, from romantic and whimsical to modern and sophisticated.

Elegant Decor: Luxurious furnishings, premium tableware, artistic centerpieces, and comfortable seating arrangements that create a visually stunning and comfortable ambiance.

Gourmet Culinary Delights: Collaboration with local gourmet chefs and restaurants to provide a delectable selection of foods, including charcuterie boards, artisanal cheeses, fine wines, and more.

Location Selection: Exclusive access to some of Hillsborough’s most scenic outdoor locations, allowing clients to enjoy their picnics in beautiful and private settings.

Event Coordination: Comprehensive event planning services, ensuring flawless execution, seamless logistics, and a stress-free experience for our clients.

Capture the Moment: Option to include professional photography services to capture the magical moments of the picnic.

b. Nature of the Business

Our luxury picnic business will operate the business-to-consumer and business-to-business model.

c. The Industry

Queen Bonita® Luxury Picnic Services, Inc. will operate in the broader event planning and hospitality industry. Specifically, within the niche of experiential or outdoor event planning.

d. Mission Statement

At Queen Bonita® Luxury Picnic Services, Inc., our mission is to transform outdoor moments into unforgettable, elegantly curated experiences. With meticulous attention to detail, we craft enchanting picnic setups that blend sophistication and comfort, creating lasting memories for our clients.

e. Vision Statement

Our vision at Queen Bonita® Luxury Picnic Services, Inc. is to be the premier destination for exclusive outdoor experiences in Hillsborough and beyond. We aim to continuously innovate and elevate the art of picnicking, inspiring connections and celebrations amidst the beauty of nature.

f. Our Tagline (Slogan)

Queen Bonita® Luxury Picnic Services, Inc. – Crafting Moments, Creating Memories.”

g. Legal Structure of the Business (LLC, C Corp, S Corp, LLP)

Queen Bonita® Luxury Picnic Services, Inc. will be formed as a Limited Liability Company (LLC).

h. Our Organizational Structure
  • Chief Executive Officer (Owner)
  • Manager
  • Accountant
  • Event Planner
  • Support Staff
  • Customer Service Executive
i. Ownership/Shareholder Structure and Board Members
  • Queen Bonita (Owner and Chairman/Chief Executive Officer) 54 Percent Shares
  • Daniel Pablo (Board Member) 16 Percent Shares
  • David Hamstrung (Board Member) 10 Percent Shares
  • Jerry Lawson (Board Member) 10 Percent Shares
  • Sharon McTernan (Board Member and Secretary) 10 Percent Shares.
  1. SWOT Analysis

a. Strength
  • The concept of luxury picnics is relatively new and offers a unique and differentiated experience in the event planning industry.
  • Collaborating with local gourmet chefs and premium suppliers ensures top-notch food, beverages, and decor, enhancing the luxury experience.
  • Offering access to some of Hillsborough’s most picturesque outdoor locations sets your services apart and adds to the exclusivity.
  • Your commitment to meticulous planning, personalized themes, and custom setups showcases your dedication to creating memorable experiences.
  • Tailoring each picnic to the client’s preferences ensures that each event is unique and aligns with their vision.
b. Weakness
  • Luxury services can be cost-prohibitive for some individuals, potentially limiting the reach of your services.
  • Outdoor picnics are often weather-dependent, which might affect your business during certain seasons or adverse weather conditions.
  • Sourcing premium ingredients, decor, and exclusive locations might lead to higher costs, impacting pricing and profitability.
c. Opportunities
  • Consumers are increasingly seeking unique and memorable experiences, which align with the luxury picnic concept.
  • There’s a consistent demand for luxurious celebrations such as weddings, anniversaries, proposals, and milestone events.
  • Collaborating with local businesses for team-building events or executive retreats could open up new revenue streams.
  • Forming partnerships with local businesses, photographers, or event venues could enhance your offerings and reach.
i. How Big is the Industry?

The luxury picnic services industry was a niche segment within the broader event planning and hospitality industry. Specifically, within the niche of experiential or outdoor event planning.

ii. Is the Industry Growing or Declining?

The luxury picnic services industry is showing signs of growth and gaining popularity. People are increasingly seeking unique and personalized experiences, and luxury picnics offer an attractive way to celebrate special occasions or enjoy leisure time.

iii. What are the Future Trends in the Industry?

The focus on sustainability and eco-consciousness was expected to increase in the luxury picnic industry. Clients might look for services that prioritize environmentally friendly practices, such as using reusable and biodegradable materials, locally sourced products, and minimizing waste.

Technology could play a role in enhancing the luxury picnic experience. This might include features like online booking platforms, virtual theme previews, and customized digital invitations. In response to unexpected circumstances like global events or adverse weather conditions, luxury picnic services might develop virtual or hybrid experiences that combine in-person and virtual elements.

Collaborations with renowned chefs or culinary experts could lead to more sophisticated and diverse gourmet offerings, including specialty diets and interactive food stations. Incorporating wellness and mindfulness elements into luxury picnics might appeal to a growing audience seeking relaxation and stress relief in natural settings.

Tailoring entertainment options to clients’ preferences, such as live music, performances, or interactive games, could enhance the overall experience. As social media continues to influence consumer choices, luxury picnic setups that are aesthetically pleasing and “Instagrammable” might become even more important.

iv. Are There Existing Niches in the Industry?

No, there are no existing niches when it comes to the luxury picnic business.

v. Can You Sell a Franchise of Your Business in the Future?

Queen Bonita® Luxury Picnic Services, Inc. intends to sell franchises in the near future, with a focus on major cities in the United States of America and Canada.

d. Threats
  • As the concept gains popularity, more competitors might enter the luxury picnic space, potentially affecting market share.
  • Economic downturns could impact consumer spending on luxury services.
  • Unpredictable weather could disrupt planned events and impact customer satisfaction.
  • Dependence on premium suppliers might be vulnerable to supply chain disruptions.
i. Who are the Major Competitors?
  • The Picnic Collective
  • The Picnic Theory
  • The Picnic Basket
  • The Picnic Co.
  • The Picnic Society
  • The Lux Picnic Co.
  • The Picnic Palate
  • The Pop-Up Picnic Co.
  • The Meadow Picnic Co.
  • The Royal Picnic
  • The Picnic House
  • The Urban Picnic Co.
  • The Picnic Perch
  • The Posh Picnic Co.
  • The Picnic Pantry
  • The Enchanted Picnic
  • The Picnic Spot
  • The Secret Picnics
  • The Whimsical Picnic
  • The Elegant Picnic
ii. Is There a Franchise for a Luxury Picnic Service Business? 

There might not have been any established franchise opportunities in the luxury picnic business, as the concept is still relatively new.

iii. Are There Policies, Regulations, or Zoning Laws Affecting Luxury Picnic Business?

Yes, there are regulations, licenses, and zoning laws that luxury picnic businesses must comply with in the United States.

If your luxury picnic business involves serving food, you would likely need to adhere to health and safety regulations. This might involve obtaining food handlers’ permits, ensuring proper food storage and preparation, and complying with health department inspections.

If you’re setting up picnics in public parks or outdoor areas, there might be regulations governing the use of those spaces for events. This could include rules about group sizes, set-up structures, noise levels, and event duration.

Zoning laws could impact where you are allowed to set up your luxury picnic experiences. Zoning regulations dictate what types of businesses can operate in certain areas, so you will need to ensure that your business activities align with the zoning of your chosen locations.

Depending on the scale of your operations, you might need to consider the environmental impact of your business. This could include waste management, proper disposal of materials, and adhering to any regulations related to protecting natural spaces.

Some areas have noise ordinances that restrict the level of noise that can be generated during certain hours. If your luxury picnic services include serving alcoholic beverages, you might need to comply with alcohol licensing laws and regulations, which can vary by state and locality.

Depending on the location of your picnics, you might need to ensure accessibility for individuals with disabilities, in compliance with the Americans with Disabilities Act (ADA).

  1. Marketing Plan

a. Who is your Target Audience?

i. Age Range: Primarily adults in the age range of 25 to 45. This demographic typically has disposable income and is more likely to celebrate special occasions, such as anniversaries, birthdays, and proposals.

ii. Level of Education: Middle to higher levels of education, including college degrees and advanced degrees. This audience tends to appreciate the finer details and aesthetics.

iii. Income Level: Middle to high-income earners, typically falling within the upper-middle class and above. They should have the financial capacity to afford luxury experiences.

iv. Ethnicity: Your target audience could be diverse, but you may find a higher concentration among urban professionals and entrepreneurs from various ethnic backgrounds.

v. Language: Primarily English-speaking, but depending on your geographical location, multilingual communication might be beneficial.

vi. Geographical Location: Upscale neighborhoods and affluent communities, particularly in or near urban areas.

vii. Lifestyle: Your target audience likely values unique experiences, aesthetics, and moments of luxury. They may enjoy outdoor activities, fine dining, cultural events, and celebrating milestones in a special way.

b. Advertising and Promotion Strategies
  • Content marketing
  • Deliberately Brand Our Office Facility
  • Email marketing
  • Events and sponsorships
  • Pay-per-click (PPC) advertising
  • Referral marketing
  • Search engine optimization (SEO).
i. Traditional Marketing Strategies
  • Broadcast Marketing -Television & Radio Channels.
  • Marketing through Direct Mail.
  • Print Media Marketing – Newspapers & Magazines.
  • Out-of-home (OOH) advertising – Public transit like Buses and Trains, Billboards, Street shows, and Cabs.
  • Leverage direct sales, direct mail (postcards, brochures, letters, fliers), tradeshows, print advertising (magazines, newspapers, coupon books, billboards), referral (also known as word-of-mouth marketing), radio, and television.
ii. Digital Marketing Strategies
  • Affiliate Marketing
  • Content Marketing.
  • Email Marketing.
  • Influencer Marketing.
  • Mobile Marketing.
  • Social Media Marketing Platforms.
  • Search Engine Optimization (SEO) Marketing.
iii. Social Media Marketing Plan
  • Create a personalized experience for our customers and their families.
  • Create an efficient content marketing strategy.
  • Create a community for our target market and potential target market.
  • Create profiles on relevant social media channels.
  • Gear up our profiles with a diverse content strategy.
  • Start using chatbots.
  • Run cross-channel campaigns.
  • Use brand advocates.
c. Pricing Strategy

Queen Bonita® Luxury Picnic Services, Inc.’s pricing strategy will consider factors such as the cost of value of service offering, and the level of competition in the market. We will also analyze the competition’s pricing and services to ensure the business remains competitive while maintaining profitability. Here is our pricing strategy:

  • Cost-Plus Pricing
  • Value-Based Pricing
  • Competitive Pricing
  • Dynamic Pricing
  • Bundle Pricing.
  1. Sales and Distribution Plan

a. Sales Channels

Queen Bonita® Luxury Picnic Services, Inc. will utilize various sales channels to reach and acquire customers. Our sales channels will include both direct and indirect channels.

We will employ a direct sales approach where its representatives proactively engage with potential customers through in-person meetings, presentations, and events. This approach allows for direct communication and relationship-building with individuals and businesses interested in luxury picnic services.

Queen Bonita® Luxury Picnic Services, Inc. will evaluate and prioritize the most effective sales channels based on their target audience, market dynamics, and available resources. A multi-channel approach that combines both online and offline strategies can help the organization reach a wider customer base and drive growth for the business.

b. Inventory Strategy

The inventory strategy should involve maintaining an adequate stock of items to ensure smooth operations and meet clients’ needs.

The strategy will also involve setting par levels for inventory, monitoring usage, and ordering supplies in advance to ensure that there are no shortages. We will also implement software systems to automate inventory management and improve efficiency.

c. Payment Options for Customers

Here are the payment options that Queen Bonita® Luxury Picnic Services, Inc. will make available to her clients;

  • Apple Pay and Google Wallet
  • Gift cards and store credit
  • Credit and debit cards
  • PayPal
  • Installment payments
  • Cash on service delivery.
d. Return Policy, Incentives, and Guarantees

Return Policy: Since the nature of our business involves personalized and curated experiences, our return policy might differ from traditional product return policies.

Cancellation Policy: We will clearly outline our cancellation policy for reservations. Define the timeframes for cancellations and any associated fees.

Refund Policy: We will specify the refund process and timelines for cancellations. Depending on when the cancellation occurs, we might offer partial or full refunds.


Discounts for Repeat Clients: Offer discounts to clients who have previously used our services. This rewards loyalty and encourages them to return.

Referral Programs: Create a referral program where clients receive incentives or discounts for referring new customers to our luxury picnic services.

Special Occasion Packages: Offer special packages for holidays, anniversaries, or other occasions, with added incentives like complimentary services or upgraded amenities.

Early Booking Discounts: Encourage clients to book in advance by offering discounts for reservations made ahead of time.


Satisfaction Guarantee: Ensure clients that we are committed to their satisfaction. If they are not satisfied with their experience, outline a process for addressing their concerns or providing compensatory measures.

Quality Assurance: Guarantee the quality of our materials, decor, and food offerings to maintain a consistent and high standard for each picnic setup.

e. Customer Support Strategy

At Queen Bonita® Luxury Picnic Services, Inc., our customer support strategy is founded on the principle of providing exceptional service and creating memorable experiences for each client. We understand that personalized and attentive customer support is essential in fostering long-lasting relationships and ensuring customer satisfaction.

We prioritize prompt and responsive communication with our clients. Whether it is inquiries about our services, booking requests, or addressing any concerns, our customer support team aims to provide timely and helpful responses through various communication channels, including phone, email, and social media.

  1. Operational Plan

Queen Bonita® Luxury Picnic Services, Inc.’s operational plan outlines a well-structured approach to delivering exceptional luxury picnic experiences.

By focusing on service quality, personalization, and safety, the company aims to establish itself as a premier provider of luxury and convenient picnics, catering to clients seeking relaxation, well-being, and indulgence in the comfort of their chosen locations.

a. What Happens During a Typical Day at a Luxury Picnic Business?

A typical day at a luxury picnic business involves a blend of planning, preparation, execution, and customer interaction to create and deliver upscale outdoor experiences.

Throughout the day, communication, attention to detail, and a commitment to delivering exceptional service are key. Each luxury picnic setup aims to create a unique and unforgettable experience for the client, and the team’s dedication and coordination play a vital role in achieving that goal.

b. Production Process

There is no production process when it comes to the luxury picnic business.

c. Service Procedure
  • The service procedure begins when a client expresses interest in hosting a luxury picnic. Clients can reach out to us through various channels, such as our website, phone, or social media.
  • During the initial inquiry, we take the time to understand the client’s needs, preferences, and the occasion for the party.
  • Based on the client’s preferences and occasion, our team curates a personalized package tailored to meet their specific requirements.s.
  • Prior to the picnic date, we conduct a pre-event consultation with the client to go over all the arrangements and ensure everything is in order.
  • On the day of the picnic, our professional team arrives at the designated location on time, equipped with all the necessary supplies and equipment.
  • After the picnic, we follow up with the client to express our gratitude and gather feedback on their experience.
d. The Supply Chain

Managing the supply chain for Queen Bonita® Luxury Picnic Services, Inc. involves sourcing high-quality materials, collaborating with partners, and ensuring timely delivery of all the elements needed to create a memorable luxury picnic experience.

We will source premium decor items such as cushions, rugs, blankets, and themed decorations that align with your client’s chosen picnic theme. We will establish relationships with suppliers or manufacturers who can provide high-quality and unique decor pieces that add to the luxury experience.

e. Sources of Income

Queen Bonita® Luxury Picnic Services, Inc. will generate income through a variety of streams related to our luxury picnic experiences. Here are potential sources of income for our business:

  • Picnic Packages
  • Premium Add-Ons
  • Special Occasion Packages
  • Corporate Events and Team Building
  • Private Events and Celebrations
  • Public Events and Pop-Up Picnics
  • Referral Program
  • Merchandise Sales.
  1. Financial Plan

a. Amount Needed to Start Your Luxury Picnic Business?

Queen Bonita® Luxury Picnic Services, Inc. would need an estimate of $150,000 to successfully set up our luxury picnic business in the United States of America. Please note that this amount includes the salaries of all our staff for the first month of operation.

b. What are the Cost Involved?
  • Legal and administrative costs (the cost of obtaining business licenses and permits, registering the business, and consulting with attorneys and accountants): $2,500
  • Equipment and supplies: $45,000
  • Staffing costs: $35,000
  • Rent/lease: $45,000
  • Marketing and advertising costs: $3,000
  • Insurance costs: $2,800
  • Utility Truck: $35,000
  • Miscellaneous Expenses: $5,000.
c. Do You Need to Build a Facility? If YES, How Much will it cost?

Queen Bonita® Luxury Picnic Services, Inc. will not build a new facility for our luxury picnic business; we intend to start with a long-term lease and after 10 years, we will start the process of acquiring our own facility.

d. What are the Ongoing Expenses for Running a Luxury Picnic Business?
  • Materials and Decor
  • Tableware and Utensils (Regularly restocking high-quality tableware, glassware, cutlery, and napkins)
  • Gourmet Food and Beverages
  • Labor Costs
  • Transportation and Logistics
  • Insurance
  • Marketing and Advertising
  • Operational Supplies (Purchasing cleaning supplies, storage solutions, and packaging materials for food and beverages. Acquiring administrative supplies such as contracts, stationery, and office essentials.)
  • Rent or Venue Fees
  • Utilities and Overhead
  • Licensing and Permits
  • Professional Fees.
e. What is the Average Salary of your Staff?
  • Chief Executive Officer (Owner) – $56,000 per year
  • Event Manager – $48,000 Per Year
  • Accountant- $47,000 Per Year
  • Event Planner – $47,000 Per Year
  • Support Staff – $42,000 per year
  • Customer Service Executives -$35,000 per year
f. How Do You Get Funding to Start a Luxury Picnic Business?
  • Raising money from personal savings and sale of personal stocks and properties
  • Raising money from investors and business partners
  • Sell shares to interested investors
  • Applying for a loan from your bank/banks
  • Pitching your business idea and applying for business grants and seed funding from the government, donor organizations, and angel investors
  • Source for soft loans from your family members and friends.
  1. Financial Projection

a. How Much Should You Charge for Your Product/Service?

Basic Packages: Basic luxury picnic setups could start at around $150 to $300, offering essentials like decor, seating, and a simple food and beverage setup for a small number of guests.

Mid-Tier Packages: Mid-range packages might fall within the range of $300 to $600, offering more elaborate decor, additional amenities, and potentially gourmet food and drinks.

Premium Packages: High-end luxury picnic experiences with personalized themes, gourmet catering, high-quality decor, professional photography, and other premium services could range from $600 to $1500 or more.

b. Sales Forecast?
  • First Fiscal Year (FY1): $420,000
  • Second Fiscal Year (FY2): $640,000
  • Third Fiscal Year (FY3): $860,000
c. Estimated Profit You Will Make a Year?
  • First Fiscal Year (FY1) (Profit After Tax): 25%
  • Second Fiscal Year (FY2) (Profit After Tax): 30%
  • Third Fiscal Year (FY3) (Profit After Tax): 35%
d. Profit Margin of a Luxury Picnic Business 

The ideal profit margin we hope to make at Queen Bonita® Luxury Picnic Services, Inc. will be between 20 and 35 percent on each job carried out irrespective of the distance.

  1. Growth Plan

a. How do you intend to grow and expand? By opening more retail outlets/offices or selling a franchise?

Looking ahead, Queen Bonita® Luxury Picnic Services, Inc. aims to expand its offerings, establish strategic partnerships, and reach new clientele in the California metropolitan area and other key cities in the United States of America.

b. Where do you intend to expand to and why?

Queen Bonita® Luxury Picnic Services, Inc. plans to expand to;

  • Los Angeles, California
  • Las Vegas, Nevada.
  • Miami, Florida
  • Hoboken, New Jersey
  • Washington, D.C.
  • Chicago, Illinois
  • New York City, New York
  • Nashville, Tennessee
  • Fort Worth, Texas
  • Seattle, Washington

The cities listed above have a thriving market for luxury picnic services.

  1. Exit Plan

The founder of Queen Bonita® Luxury Picnic Services, Inc. plans to exit the business via family succession. We have positioned structures and processes in place that will help us achieve our plan of successfully transferring the business from one family member to another and from one generation to another without difficulties.

The company has successfully developed a detailed transition plan to smoothly hand over responsibilities to the new successor. This includes transferring ownership, training key personnel, and communicating with employees, customers, and suppliers about the change.