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My business focuses on instilling confidence and teaching people they can cook regardless of their skill level. I am based in New York City, so part of my pitch might be focused on not ordering takeout every night, being able to put together a great, healthy family dinner, and being able to entertain with ease. Possible slogan might be "Tired of takeout? Private chef booked? Learn to make dinner yourself!" or "All you need is a little confidence to make your kitchen a success"