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Welcome to SEF's comprehensive support system for aspiring entrepreneurs and established business owners looking to elevate their food ventures. Our three distinct programs—Starting Small, Small But Strong, and Street to Storefront—are designed to provide targeted assistance at every stage of business development. Whether you're just starting with a big idea or ready to expand to a brick-and-mortar location, SEF is here to support your journey to success.
Programs
Starting Small
Starting Small Is SEF’s Incubator Series for budding entrepreneurs with innovative food concepts but no idea where to start. This program supports individuals willing to develop their food business from the ground up, guiding them from ideation to market launch. Our incubator pitch series selects the best food concept and partners with the entrepreneur to bring their idea to life.
Marketing: The selected food concept will receive comprehensive marketing and visibility support from the MASC Hospitality team. From ideation to launch, the series includes multiple strategy and design segments to fully build the brand. Participants will be involved in every step, gaining firsthand experience and education.
Criteria to Submit for Starting Small:
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Have a food concept or idea.
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Willingness to partner with SEF and MASC Hospitality Group.
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Be local to NYC.
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Ability to prepare the food in person for tasting.
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What are SEF Programs?SEF programs are designed to support aspiring entrepreneurs and business owners by providing resources such as workshops, seminars, mentorship, and grants. It includes two sub-programs: Starting Small, Small But Strong and Street to Storefront.
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Who is the SEF Incubator Series, Starting Small for?Starting Small is for individuals with big ideas who need support to turn their food concept into a tangible business. It’s for aspiring entrepreneurs hoping to develop their ideas from scratch.
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What benefits do participants receive in Starting Small?Participants receive full marketing and operational support, training, financial investment, and education on launching and running a food market business. They gain knowledge on licensing, cost analysis, budgeting, staffing, and equipment needs.
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What are the criteria to submit for Starting Small?Applicants must have a food concept, be willing to partner with SEF and MASC Hospitality Group, want to start a business or become a vendor at Night Markets, be local to NYC, and have the ability to prepare the food in person for tasting.
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How is the selection process for Starting Small conducted?The selection process includes multiple rounds. Initially, up to 20 submissions are reviewed, with 10 potential vendors selected for the first round. This is narrowed down to 8 in the second round, and finally, 3 vendors present their food for review/tasting in the final round.
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Who is the Small But Strong program for?The Small But Strong program is for entrepreneurs who have been in business for at least two years and need help with marketing, branding, visibility, or financial resources.
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What benefits do participants receive in the Small But Strong?Participants receive a complete marketing review and updated strategy, rebranding (if necessary), operational and logistic reviews, one-on-one strategy sessions, social media relaunch, market day logistics support, access to microloans and other financial resources, a $2000 grant, and a six-month basic SEF membership.
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What are the criteria to submit for the Small But Strong?Applicants must have a valid business that has been operating for at least two years, a business proposal, a personal and/or business credit score above 680, and at least two years of tax returns. They must be willing to work with SEF and MASC Hospitality Group to address problem areas.
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How do I submit my application for the SEF programs?To submit your application, complete the SEF Program Application form, select the correct program, and fill in all required sections. Ensure you meet the criteria for submission before completing the form.
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What is the Street to Storefront program?The Street to Storefront program is a growth accelerator designed to help entrepreneurs expand their business to either a food truck or a brick-and-mortar location.
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What benefits do participants receive in the Street to Storefront program?Participants receive a full marketing and operations review and updated strategy, a feasibility and strategy consultation, rebranding (if necessary), access to microloans or financial resources, and assistance in establishing partnerships and exploring permanent locations in food halls or courts.
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What are the criteria to submit for the Street to Storefront program?Applicants must have a valid business that has been in operation for at least three to five years, a business plan, financial documentation including tax returns, and a personal or business credit score of at least 680. They must also be willing to work with SEF and MASC Hospitality Group for expansion and review.
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How do I submit my application for the Street to Storefront program?To submit your application, complete the form with your name, business name, website, current logo, email, location (borough), business duration, business story, type of expansion, reason for expansion, and whether you have identified a location or sourced a food truck.
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What is the selection process for the Street to Storefront program?The selection process is capped at ten submissions per session. After an initial review, SEF will meet with the business owner to discuss the submitted information and gather further details. Up to two businesses will be selected for the program based on resource availability. Businesses not selected will have the opportunity to enroll in a SEFED workshop or seminar for free based on their area of need.
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What information do I need to provide in my application?You need to provide your name, business name, website, current logo, email, location, business duration, the story behind your business, type of expansion desired, reasons for wanting to expand, and details on any identified location or food truck.
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What happens if my business is not selected for the Street to Storefront program?If your business is not selected, you will have the opportunity to enroll in a SEFED workshop or seminar for free, tailored to the area of your business with the most need.
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Can I apply if I am not local to NYC?The program is primarily designed for entrepreneurs local to NYC. Please check the specific requirements in the application form or contact SEF for more information.
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How many businesses will be selected per session?Up to two businesses will be selected per session based on the availability of resources.
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Who can I contact for more information about the MASC Off Program?For more information, please visit our website or contact us directly via email provided in our communication materials.
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