Introduction
Wickedfood® Cooking School is an educational facility, offering tuition in a wide range of culinary skills to the public and corporate world in a fun, safe environment. The following information provides answers to many questions and gives information on the Wickedfood® Cooking School business opportunity. It will clarify in your mind the reasons for starting your own business with Wickedfood® Cooking School.

Business opportunity
Wickedfood® Cooking School is a highly successful brand with great business potential. At present the following business models are available in various locations for the right partner/franchisee:

• Roving instructor/franchisee (up to 8 students) - The franchisee/instructor conducts cooking classes in clients’ homes on an informal basis, as a different way for clients to entertain or get together with friends. Wickedfood® Cooking School has developed a unique teaching kit to ensure the success of such classes.
• In-home kitchen (up to 8 students) – ideal for franchisees who wish to operate a school from their home or guesthouse on a part-time basis;
• 2-counter teaching kitchen (up to 30 students) – operated on either a franchisee or joint venture basis, aimed at the regional towns and cities around the country, ideal for both individuals and corporate clients; and
• 4-counter teaching kitchen (up to 60 students) – operated on either a franchisee or joint venture basis, in the following areas - Johannesburg (East and West Rand and south of the city), Pretoria, Durban and Cape Town (southern suburbs and north), targeted mainly at corporate clients.

Background

• Wickedfood® Cooking School ran its first class from restaurant premises in Illovo in October 2001.
• In May 2002, the school moved to a purpose-built kitchen in Sunninghill, accommodating up to 16 students per class. The school developed a highly successful formula that is in great demand to both individual clients and the corporate environment.
• Our first franchise school opened in Montecasino, Fourways, Sandton, in June 2004.
• A second franchise school opened in Boksburg in June, 2006, and can handle up to 30 students.
• Our third school opened in Sunninghill in August 2007, and can handle up to 60 students.
• A wide variety of classes and courses are on offer, from basic and advanced kitchen skills, to pasta making, easy entertaining and ethnic cooking from around the world.
• Wickedfood® Cooking School is one of the few cooking schools in the country aimed at the hobby cook and corporate market, dedicated to once-off classes and short courses, that is run on a professional basis. Instructors work full-time at running the school, as opposed to running the school as a part-time venture on the side.

Wickedfood® Cooking Schools are unique

• The kitchens are purpose-built for teaching - offering a practical work environment that is versatile, flexible and safe, as well as mimicking the domestic environment. All equipment used is hard-wearing and functional, yet at the same time is of a domestic nature, found in home kitchens.
• Classes are run by professionals – They run the school as a full time business. Our instructors all have a passion for food, are out-going, good communicators and are skilled at educating.
• Active participation in hands-on classes - Students learn specialist cooking techniques, dish preparation and presentation, in an interactive hands-on environment. They not only gain new skills, but also have a fun outing, meeting new people and discussing solutions to common cooking problems.
• Extensive easy-to-follow lecture notes – These include an in-depth overview and background to the cuisine, easy to follow step-by-step recipes, detailed teaching notes and extensive shopping lists.

At present Wickedfood® Cooking School offers around 200 different classes and courses, and has developed a library of over 1 200 recipes.

Who are the clients

• Courses and classes have been designed to appeal to a cross-section of students, from hobby cooks, housekeepers, newly-weds, youngsters and corporate clients, to experienced cooks and even chefs who want to improve and update their culinary skills.
• On the corporate side, Wickedfood® Cooking School has established itself as a leader in Gauteng in corporate team-building, customer relationship building and social group cooking lessons. It offers an environment where all members can participate equally without the fear of ridicule that many of the more energetic activities present. Regular clients include all the banks, JP Morgan, Stanlib, DAV Professional Placements, Bayer Pharmaceuticals, Hollard Insurance, Radmark, Sablehomes, Microsoft, and Dimension Data. To quote from one client:

“Last night was a really memorable, spectacular occasion and one which will be remembered by us fondly for a long time. I know that I will definitely be making use of Wickedfood's services into the future. Thank you for your innovative approach to relationship building - I have no doubt that last night went a long way to further cementing our business friendship.” - Ed Grondel, CEO, FNB Homeloans.

Benefits to the business partner

A partner/franchisee benefits from a patented product, in-depth research, a brand name, an image, reputation and goodwill that have been established in the marketplace. This leaves the business partner free to concentrate on the day-to-day running of the business.

The business partner will receive continuing support, backup and assistance from Wickedfood® Cooking School. They are kept abreast of industry trends and benefit greatly from the research and ongoing development that the Wickedfood® Cooking School undertakes as a group.

Wickedfood® Cooking School provides the business partner with:

• The right to use the registered patent and trademark (and associated goodwill);
• An achievable business plan and operational format (in-depth operation and teaching manuals);
• In-depth staff training, and assistance with kitchen layout and implementation;
• Advice on site selection and planning;
• A list of equipment needed, including teaching counters design and appliances;
• Marketing advice and support;
• Regular updates on the latest trends and market research; and
• Technical support and backup.

Wickedfood® Cooking School head office undertakes

• Long-term co-operative advertising campaigns to keep the courses and classes firmly in the public eye. Such campaigns would be beyond the scope of an individual or small business.
• On going up-dating of our website to promote communication with existing and potential customers. Word of mouth still remains one of the most successful and cost effective methods of advertising. The forum created on the website allows contacts to be routed to the local operator. They can then interface on a personal level with the potential market to communicate the benefits of Wickedfood® Cooking School.
• On-going research, development, and up-dating of teaching material and methods to ensure that the franchisees stay current and abreast of new developments and trends, thus leaving the franchisee free to concentrate on the day-to-day running of the business.

Skills required in a business partner

Wickedfood® Cooking School is a viable, substantive business with a winning formula of marketing strategies, systems and procedures. The majority of existing franchises are well out of reach of the average person wanting to get into business for him or herself. However, the Wickedfood® Cooking School business opportunity offers a package that is both affordable and lucrative.

The Wickedfood® Cooking School business opportunity would suit those who have a mix of the following qualities:

• Have a passion for and understanding of good food;
• Are presently in the food services business;
• Have a flair for food preparation and training, with a basic qualification in either field;
• Are good communicators, and interact well with people;
• Are looking for a secure business opportunity;
• Are capable of running their own business, based on our business module; and
• Have a deep desire to be in charge of their own destiny.

Setup costs

Wickedfood® Cooking School is looking for franchisees/business partners to establish schools around the country.

The average costs to start operating the franchised business, based on current prices are as follows (all costings below are approximate and exclusive of VAT):

In addition the PROSPECTIVE FRANCHISEE will also need to make allowance for the following costs, which are directly related to the premises and/or rental:

• Bank guarantee or cash deposit to the landlord, usually to the value of 2 months’ rental;
• Stamp duties for contracts.
• Working capital to cover living expenses for the first 6 months of operation.

Monthly fees
There is a monthly Management Service Fee of 6% (exc) of turnover, and a further 4% contribution which is re-invested into advertising, making a total monthly contribution of 10% (or fixed amount for home based schools, and roving instructors).

Disclaimer

The information in this section of this website, under the heading Wickedfood Cooking School – franchise opportunity has been prepared to provide selected parties with a brief overview of the business of Wickedfood® Cooking School and to assist the recipient in making their own independent appraisal of Wickedfood® Cooking School and the investment opportunities presented.

The information in this section of this website does not purport to be complete or contain all of the information, which a prospective purchaser may require. No representations or warranties are made (or will be made in any subsequent agreement) by the members as to the accuracy, reliability or completeness of any information contained herein.

An introductory prospectus and company profile is available to all serious investors.

All projections in this section of this website have been prepared by the members of Wickedfood® Cooking School head office for internal use and are for illustrative purposes only. They do not constitute, and should not be regarded as, a representation that the projected results will actually be achieved or that the underlying assumptions are valid. The projections are subject to uncertainties and contingencies, all of which are difficult to predict and many of which are beyond the control of Wickedfood® Cooking School.

The information in this section of this website is not a recommendation or an offer by the members to sell securities issued by Wickedfood® Cooking School, nor is it an invitation to any recipient or any other person to purchase securities issued by Wickedfood® Cooking School.

All enquiries in connection with this section of this website or the sale process in general should be directed to Wickedfood® Cooking School – see address below.

Recipients of the information in this section of this website should inform themselves about, and observe all applicable legal requirements, in their jurisdictions. In particular, the distribution of the information in this section of this website, in certain jurisdictions may be restricted by law and, accordingly, recipients represent that they are able to receive this document without contravention of any unfulfilled registration requirements or other legal restrictions in the jurisdiction in which they reside or conduct business.

Where to from here?

To assess whether you have the potential to become a successful franchisee we need certain preliminary information.

Please be kind enough to fill out the online franchisee application form in as much detail as possible and e-mail it back to us.

This information will be carefully assessed by us, and on the strength of information supplied, and if we feel you have potential, we will contact you to set up an appointment to discuss your application further. At the same time we will supply you with our in-depth introductory prospectus, together with copies of the Franchisee Information and Confidentiality Documents.

For more information please contact:

Geoffrey Crewe-Brown
Tel: (011) 705-2616 • E-mail: