Sales Materials

1 · The Founder Story

Buddy Foy Jr. is Co-Founder. Owns Chateau on the Lake in Bolton Landing, NY (French fine-dining destination on Lake George, running weddings, banquets, and a la carte off one kitchen) and Chateau Anna Maria in Florida (fine dining). Was one of the pioneers of fashion e-commerce in the late 1990s — 30-year hospitality operator and tech founder in one person.

Ava Foy is Co-Founder. Buddy's daughter. Vanderbilt economics major. Runs the analytical side — pricing models, unit economics, financial forecasting.

Why we built PlatePrep. We shut down our Sarasota location because the operational tooling didn't exist to run it the way we needed to. Every operator we know loses four to six points of margin to spreadsheets, manual counts, and generic software built for chains. Restaurant365 gives you accounting. Toast gives you POS. Adaco gives you inventory counts. They all give you tools. Nobody does the work. That's what we built.

2 · What PlatePrep Is (In One Breath)

"PlatePrep is the AI operating system for independent restaurants. Two inputs — confirm your recipes on day one, then upload sales reports and vendor invoices. Auto-Pilot Mode runs inventory, food cost, ordering, dynamic pricing, and training in 26 languages. No humans touching spreadsheets."

Memorize this exact sentence. If a prospect asks "what is it?" — this is the answer. Don't paraphrase. Don't extend. Deliver it in one breath and stop talking.

3 · Auto-Pilot Mode — The Product

Auto-Pilot Mode is the core differentiator. It's what happens after Day One when the operator has confirmed their recipes.

The two inputs:

1. Confirm your recipes. Day one only. The operator reviews and locks their recipe book — 60-200 dishes for most independents. We handle the spec, cost, allergens, and translations into 26 languages.
2. Upload sales reports + vendor invoices. Ongoing. POS export + invoice PDFs (or photos, or emails — we parse anything).

What Auto-Pilot Mode does with those two inputs:

• Runs live inventory (theoretical vs. actual counts, waste tracking)
• Recalculates food cost per plate every time an invoice changes
• Generates the Tuesday morning order guide, pre-built, one-click submit
• Adjusts menu pricing dynamically based on food cost, demand, and margin targets
• Publishes training videos in the cook's native language for every recipe on the menu

4 · The Six Modules

When a prospect asks "what's actually in it?" — walk them through these six. They're demoable at plateprepdemo.com under "Try it live."

5 · Pricing + Founder's 50

Three tiers, always spelled out on calls:

No long-term contract on Core. Pro and Enterprise negotiable.

Founder's 50. The first fifty operators nationwide lock the Core rate for life. That's two hundred and ninety-nine dollars a month, forever, even as we raise prices to $499 and beyond. The Founder's 50 close is your strongest weapon on any call.

6 · Competitive Positioning

Prospects will name-drop other tools. Never disparage them — they're legitimate. But know exactly where we sit.

7 · Our Ideal Customer

Perfect fit:

• Chef-driven independent (or 2-4 unit group)
• Fine dining, upscale casual, or destination concept
• 60-300 recipes on the menu book
• Multi-revenue: a la carte + weddings/events + catering
• Family-owned or founder-operated
• Currently using: R365 + Toast + Excel/Google Sheets (this is 80% of the market)
• Owner is on-property and knows the food cost math

Not a fit (don't chase):

• Chain restaurants (McD's, Applebee's, etc.) — different software category
• Ghost kitchens without dine-in — limited value add
• Bars/nightclubs without kitchens
• Operators who won't do the day-one recipe confirm — they'll never activate
• Operators looking for "free trial" — Founder's 50 is a paid commitment

8 · The Pitch — Word for Word

Opening line (call):

The hook:

The peer parallel:

The close (Founder's 50):

9 · The Six Universal Objections

Every prospect surfaces one of these six. Memorize the response. On a live call, don't reach for the script — reach for a story from Chateau on the Lake.

10 · Discovery Questions

Before you pitch, understand. Ask 3-5 of these on any first call.

1. How many recipes are on your menu book right now, roughly?
2. What are you running for food cost — is it locked or does it drift?
3. Who does your ordering, and how long does it take on a Tuesday morning?
4. What POS are you on? Toast? Square? Other?
5. Do you have a wedding or events business, or is it primarily a la carte?
6. What's the biggest operational headache in the kitchen right now — inventory, waste, training, something else?
7. How do you cost a new menu item today?
8. How many languages does your BOH team speak?
9. When was the last time you re-priced the menu based on cost changes?
10. Who owns the P&L — you or an operating partner?

11 · Daily Rhythm + Cadence

Weekly minimums (from Week 4 forward):

• 30 outbound calls per day
• 30 personalized emails per day
• 30 SMS follow-ups per day
• 5 meetings booked per week (minimum)
• 2 pilots closed per month (minimum)

Daily rhythm (suggested):

Every touch logged in Zoho. Every single one. If it's not in Zoho, it didn't happen.

12 · Tone + Language Rules (Buddy's Rules)

• Prices spelled out. Always: "two hundred and ninety-nine dollars a month." Never: "$299" or "two-ninety-nine."
• Co-Founder, not Founder. Buddy is Co-Founder with Ava. Same for how you refer to leadership.
• "We" and "our team," not "I." Buddy's rule — "I don't wanna sound like a narcissist."
• "PlatePrep" — one word. Never "Plate Prep."
• "Have a great service" — tribal sign-off on every email, every call, every text.
• Never say "shut up." Use "pause" instead. Buddy's rule.
• Never disparage a competitor. They're legitimate — we just sit differently. "R365 gives you tools. We do the work."
• Never use the phrase "Performance Food Group" or "PFG" externally. Internal use only.
• Ava is Co-Founder publicly. Vanderbilt econ major, unit economics + pricing models. Reference her when it's natural.
• We're bootstrapping, not raising. If a prospect asks about funding: "We're operator-owned. That's the point."