Executives Summary

Mission statement:
Our aim is to provide the real quality amusement time to our customers by creating value for them & building the loyalty through our specialties of a café/restaurant based upon a theme of giving everyday new themes of different countries or places by using projectors and 3-D images

About the venture:
The basic features of our venture is that we will have a very fine, furnished & well decorated place, strongly exhibiting the themes of different cultures, countries and places. The moving projectors will add more to it & create a feel of scenario. Our core competency will be the place, its theme & decoration pertaining to the amusement and creating the quality environment at the place so we will out source food initially not in variety but still, it would be served at its best in our café/restaurant. We will serve family meals of pizza & for kids, we will have a wide range of desserts & cocktails. The reason of outsourcing of our food supply is to meet the budget but once we will gain enough revenues, we will preferably spend our retained amounts to start making our own food attaining and maintaining the higher levels of taste. Our main target market would be small kids and families. We will serve kids on week days & families on weekends. Dedicated events & programs would be organized during summer vacations. Some other seasonal & occasional events will also be organized like Mothers day special, Eid festivals & Christmas carnivals.


Our objective is to become a leading theme based indoor café/restaurant/lounge of the city with constant & periodic growth of our product line of food and dedicated services to be on the top & the most admired place for our target segments. And Inshallah we will develop & attain a higher level of customer loyalty and eventually it would be beneficial for our business and further placement of new resorts in different cities.

Keys to Success

The creation of a unique and innovative fine dining atmosphere will differentiate us from the competition. The restaurant will stand out from the other restaurants in the area because of the unique design and daily changing Themes. We will offer a fine dining experience in a cozy atmosphere.

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Product quality. Not only great food but great service, environment and atmosphere. The menu will appeal to a wide and varied clientele. It is International with an interesting twist.

We will have special theme nights like restaurant nights, themes from different cultures and countries. All this will attract a varied clientele to Sans Doute.

Controlling costs at all times without exception.


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and a style of service that will make everyone feel welcome and special. Rs. Contributed Capital: Each partner would contribute equal amount of capital i. In addition to the capital. Islamabad. 5 .' Portions will be modestly sized with an attractive presentation. so ownership will be shared.200. creative food. Adnan Mehmood would provide his services in getting price quotations and building for rent. but we'll keep 'your favorite.e. Name of the Firm: Sans Doute Nature of the Business: Lounge/cafe Address of the Firm: I-8 Markaz. We will 'go all the way' to satisfy our guests. We will change our menu every 3-4 months. Our food products will be of the finest quality and prepared with sensitivity and care.000.COMPANY SUMMARY: Ownership: Owner ship will be divided among all partners equally as everyone is contributing equally. Services: Sans Doute Lounge & Restaurant will be unique to the Long Branch area.




Pizza 2 slices Personal 295 320 315 295 305 305 305 320 335 335 335 320 305 4 slices small 550 575 570 550 560 560 560 575 590 590 590 575 560 6 slices Medium 750 775 770 750 760 760 760 775 790 790 790 775 760 8 slices large 850 875 870 850 860 860 860 875 890 890 890 875 860 Classic Cheese Combo Four Seasons Vegeterian Sausage Hawaiin Pepperoni Chicken Pizza Chicken Tikka Chicken Fajita Smoked Chicken Tikka Spicy Beef pizza Country Feast 9 .

Most of the female are housewives and they spend most of their time at home. Demographic As we know that the people of the Pakistan are very fond of food and outing. dinner with their families and spend some good time in the friendly environment. Once we have established our services in the market we would like to expand to a broader customer base. The Market: Quantitative As mentioned earlier the target market for this service organization is the upper & middle class of the society and the potential market would be the school going students.Pricing and Profitability Prices will be competitive with other upscale restaurants in the area. college and university work. However. 10 . environment by those 3-D images. Most of the families are belongs to upper middle class in Twin cities and there is no issue of pricing. therefore on weekend they like to go out for outing. As we know that Islamabad is the capital city of Pakistan and there are a lot of Foreign Embassies. offices and multinational companies’ country head offices so they are also our target group because they love to spend the time in the good environment. service and entertainment. families. it is the strategy of Sans Doute Lounge & Restaurant to give a perception of higher value than its competitors. and kids are busy through out the five working days of a week with their school. through its food.

So we will define the segment we are catering & provide them the following attractions & incentives: Membership cards Discount cards Dedicated school deals Seasonal carnivals (event marketing) Sponsorships to other events Advertisement through print and electronic media. giving customer the feeling of being at that particular place. Excellent food tastewith fresh indgredient. elegant environment which would be change daily with no repetition unless a week. which is widely being used these days Competitive Edge: The competitive edge “Sans Doute” has its environment.e 3-D and there is no such restaurant with this concept and theme Strategy and Implementation Marketing strategies: In this era. venture becomes successful by the way it is being marketed. Revolving 3-D images. The management and servers will handle every detail to make customer's special evening even more special! All this and our great atmosphere will make customers want to come back again and again! 11 . advertising on websites like Face book.Industrial Profile There are a lot of the restaurants and it is the most successful and most rapidly growing business. of which the Theme would be provided. Our restaurant is a like a moving images i.

simple. classy and well designed. We are doing MBA (Masters in Business Administration) from a well reputed institution in the field of Management Sciences and that is CIIT. prices. Our site will offer our menus. You will also be able to send us an E-mail when you want to make reservations at our restaurant. Fast. It will be the virtual business card and portfolio for the company. We will also have a monthly newsletter about what did happen at Sans Doute to get new customers interested in our restaurant.Strategic Goals: Become the top family restaurant in Islamabad by end of year three Competitors: There are no competitors so that is a beneficial part for business and which will help to increase sales and revenues Web Plan: Sans Doute Lounge & Restaurant will have a website. easy and convenient! Management Team Background: We all are currently students of graduation. 12 . reviews and happenings at Sans Doute. We have planned to develop this business plan because we are young and passionate and eager to do something on our own that will enhance our skills in the field of business.

Mgr 13 . Asst. Mgr Asst. HR Mgr.Roles & Responsibilities of Members of Organization: CEO Mgr. Admin . FIN Mgr. R&D Mgr. Mgr Asst. Mgr Mgr Asst.

The basic features of our venture is that we will have a very fine. we will have a wide range of desserts &cocktails. Our core competency will be the place. Eid festivals. The moving projectors will add more to it & create a feel of scenario. So we will define the segment we are catering& provide them the following attractions & incentives like Membership cards. furnished & well decorated place. Some other seasonal & occasional events will also be organized like mothers day special. Discount cards. We will serve family meals of pizza & for kids. So it would be more admiring place by our target market. strongly exhibiting the themes of different countries.Seasonal carnivals (event marketing). scenes through 3D images by projectors. As we all know that it will be an exciting thing one can think of & it has its own charm. its theme & decoration pertaining to the amusement and creating the quality environment at the place so we will have our own chefs serving quality food. Our main target market would be small kids and families.Sponsorships to other events. In this era. Pakistan day.Sans Doute The fun starts here…. Dedicated school deals . venture becomes successful by the way it is being marketed. MANAGEMENT SUMMARY Our aim is to provide the real quality amusement time to our customers by creating value for them & building the loyalty through our specialties of a restaurant which will be having 3D images of different sceneries and the outside scene thorough window will be constantly changing which will feel like you are present in that place in real. We will serve kids on week days & families on weekends. Advertisement 14 . It will be attracting so many people. Initially the service will be started in Islamabad and then moved to other cities of Pakistan where public entertainment is a strong need. We will preferably spend our retained amounts to start making our own food attaining and maintaining the higher levels of taste. 14 August & Christmas carnivals. Dedicated events & programs would be organized during summer vacations.

The current govt. We would have to hire a complete staff for the management and running of our hotel which would contribute in the employment factor of the country. in our country is democratic and is a stable one and it welcomes and appreciates new innovation and ideas. The factors in the overall economy that may affect our marketing of entertainment in future are as follow 1. Role OF Govt: The govt. we have a very strong chance of striking the market hard and capturing the maximum share as our services are unique and are going to be started in few months. 2. The goal is to provide some sort of amusement to people by offering them something distinct which will not only enhance their experience but will also revive them. Foreign Investments: Foreign companies are investing and setting up their setups in our country and as Islamabad is going to be our main area of focus which is the capital of Pakistan requires quality 15 and exclusive services for . 3.through print and electronic media. Pakistan's economic outlook has taken stagnation. 4. Since the beginning of 2008. it gives us quite a long time to build a reputable organization under government supervision. Security concerns stemming from the nation's role in the War on Terror have created great instability. Unemployment: This very important factor can also lead to customers spending less. is going to expire in 2013. Pakistan’s economy has reached a state of crisis too. Economic Projection: Due to inflation and economic crisis worldwide. Employment: As we are planning to start completely new services which have never existed in Pakistan it would definitely open doors for young as well as experienced people searching for jobs and opportunities in the Hotel business.

6. 5. We are bringing a project which has never been done before so we have a huge chance of a success.these foreign companies as they are new and would become fairly impressed by our idea. National Security: Increasing terrorism and inflation in the country is one of the greatest reasons which might have a negative impact on our services because people are day by day becoming more and more conscious about the places they visit and the things they do for their own protection. The moving projectors will add more to it& create a feel of scenario. Potential Customers: The potential customers whom we tend to target in future are the children in the primary stages of their studies. The only competitors we have in Pakistan are in Karachi and Rawalpindi but those are also of very little resemblance. Potential Market 1. Nowadays many multinational companies are establishing their setups in Pakistan so we would invite them to our restaurant offering them special packages and 16 . New Market Entry: Now a days hotel industry in Pakistan is getting a boost and its is a favourable chance for us to introduce our new idea and services into the market to make out maximum of it and capture a decent share in the market. furnished & well decorated place. We would target different schools one a month by offering them a very new environment and discounts on prices of our services. We might even get a chance to enhance our range and open a chain of our innovative services in the international market. Business Profile The basic feature of our venture is that we will have a very fine. We would provide Maximum security for the customers.

A complete new idea. 3. location and services makes our competitive position very strong. 2.discounts and as they are new to Pakistan we would show them movies and documentaries through which they would experience the beauty. Competitive Position: Today if we launch our business we would be in a very strong position and would not face any strong competition in the market as the services which we are launching is neither available in the city but nor in all country. range of customers. tradition and heritage of Pakistan. We are going to target niche market as starters and then slowly penetrate the market with time expanding our business 17 . structure. Market Share: Today hotel business in Pakistan is at its boost and in this time starting a completely new project would be hard but the idea which we are bringing in the market has a very high probability of having a great success and even starting a chain of our services if we manage to impress some investors with our services. There are a couple of revolving restaurants in the country but are not as creative as our theme and structure is going to be.

and the families. There would be an especial event in the summers that will be known as “Kid’s Movie Night” on which an animated movie is shown to them. This makes it difficult for the middle income class to spend on luxuries but we will provide them economical tickets as much as we can.8 million per year in year three  Start a second restaurant after 2016-2018 Strategic Goals:  Become the top family restaurant in Islamabad by end of year three 18 . the plan is to enter the existing market by introducing superior quality services. Objectives and Goals: CEO's Goals:  Reduce shift management time to 25% of time. So quintessentially kids will be catered in the regular week days and families will be targeted in the week-ends. The Economy: Pakistan has been hit by the recession. Competition: Since there are no competitors so it does not majorly effect operations. devoting the remainder to marketing direction and strategy  Devote at least two hours per day to marketing activities Marketing Goals:  Achieve revenue of $1. We will serve kids on week days & families on weekends.The Market: Sans Doute shall be catering to two primary market segments: kids.

The objective of the entire marketing campaign would be to achieve a significant market share in all the audiences within the first 1 to 2 years thereby increasing the market share as the lounge becomes popular. the aim will be to enter the market and create a demand for high quality services at almost the competitive prices by looking or having the survey or other restaurants in surrounding. 19 . Therefore. Some other objectives of Sans Doute for the first three years of its launch are  Renovate and upgrade the interior of the lounge  Hire and retain a facilities manager of to run the logistics of the new space  Produce a positive return on investment for the lounge acquisition by the end of the second year Primary objective of the Sans Doute in its initial years will be to improve the quality of service being provided to the customers.Tactical Goals:  Implement Sans Doute customer loyalty program  Implement customer feedback system  Implement staff incentive system of monthly bonuses  Create Face book page to extend website  Changing themes everyday to cater and attract more customers.

Sans Doute is a great place to eat. The lounge has comfy couches and antique love seats with a softly lit bar. and thereby retaining the friendliest most efficient staff possible. We want our employees to feel a part of the success of Sans Doute. Employee welfare will be equally important to our success. The plan is to enter the existing market by introducing superior quality services and real quality amusement time to our customers by providing them a lounge based upon different everyday changing themes. The mission is to have efficient and friendly service because customer satisfaction is paramount. being played. We want to be the restaurant choice for all families and kids and even for singles. motivating and encourage them. Sans Doute will feature a cozy dining room and an elegant lounge. We have created financial projections based on our experience and knowledge of the area. of which the theme would currently. ambiance. Happy employees make happy guests. atmosphere. young and old. We will combine menu variety. combining an intriguing atmosphere with excellent. We will hire the best people available. A place where you always know you will get the best of everything. 20 . It will be the perfect place to stop in for a bite to eat or for a drink . Everyone will be treated fairly and with the utmost respect. male or female. comfortable furnishings and decor with soothing warm tones.Qualitative: The plan is to start a lounge providing 3D images to give the customers the effect of being at that place. and a rewarding place to work for the employees. interesting food. special movie nights and a friendly staff to create a sense of 'place' in order to reach our goal of over all value in the dining/entertainment experience. The service will be relaxed. The area is in need of a warm and friendly place with excellent food. Most important to us is our financial success and we believe this will be achieved by offering high-quality service and excellent food with an interesting twist. We want fair profits for the owners. very friendly and correct. The services entail providing different options for customers in the week days as well as in the week-ends. training.

An exciting and friendly restaurant. We intend to succeed by giving people a combination of excellent and interesting food in an environment that appeals to a wide and varied group of successful people. Our main focus will be to increase customer awareness in the surrounding communities. The fact that no other restaurants in the area have this concept and atmosphere presents us with a window of opportunity and an entrance into a profitable niche in the market. While we are not striving to be the lowest-priced restaurant. it needs a place that will fit into the 'new look' of the community that is sophisticated and entertaining. Therefore. We will create an appealing and entertaining environment with unbeatable quality at an exceptional price.Due to intense competition. All menu items are moderately priced for the area. we are aiming to be the value leader There are various sources of generating new ideas.  Research and development Among all these sources written above our management team specifically used the two of them which are existing products and services and R&D. With the re-development of Islamabad. Some of the more frequently used sources of ideas by the entrepreneurs are  Consumers  Existing Products and Services  The Federal govt. the execution of our concept is the most critical element of our plan. Entrepreneurs used different sources to generate an idea that is innovative and creative that results in a productive which is different from others in the market. “we will be the talk of the town”. The founders of Sans Doute realize this. restauranteurs must look for ways to differentiate their place of business in order to achieve and maintain a competitive advantage. 21 . We will focus on maintaining quality and establishing a strong identity in our community.

The entrepreneur can use several methods to help generate and test new ideas such as  Focus Groups  Brainstorming  Problem Inventory Analysis Among all three of these we used Brainstorming sessions to help generate and test new idea of opening a rotary lounge/café that will provide its customers themes with 3-D images in restaurant. Frequently.Existing Products and Services and R & D It is basically all about establishing a formal method for monitoring and evaluating competitive products and services on the market. Hence by seeing this we also established a formal network that helped us in generating the idea of opening a rotary lounge/café that has got the theme of 3D images of different countries. this analysis uncovers ways to improve on these offerings that may result in new product or service that has more market appeal. coming up with an idea to serve as the basis for a new venture still poses a new problem. different places 22 . cultures and places. R & D is the largest source of generating new ideas based on the entrepreneur’s individual “research and development” work which may formal or informal. With the help of research and development in restaurant business we got to know that there are primarily no such restaurant operating and it is used as our USP for our business to shine more. giving everyday new themes e. Under water theme. Methods for Generating New Ideas Even with a wide range of sources available.

 Quantity of ideas is desired. In brainstorming there are some rules to be followed Brain Storming  No criticism is allowed-no negative comments  Freewheeling is encouraged. It is a group method for obtaining new ideas and solutions. cultures etc through projectors and using lCDs or displaying at walls. With the help of R & D we got to know that their lies a big market segment in the shape of children that is not been highlighted much by the resturanteurs and hence not catered to its maximum. This idea restaurant with moving 3D images of different countries. That’s why we primarily focused on them and to attract them more we dedicate a full night for them on week-end where they could relax from their strenuous and hectic routine of schools by seeing cartoons and animated movies.  Combinations and improvements of ideas are encouraged. After conducting 3 brainstorming sessions the Think Tank of our team reaches to an idea of opening a rotary lounge/café that is based upon the theme of offering by 3D images using projections and to differentiate it from the existing restaurants we have include an event on week-ends with the title “Kids Movie Night”. And also individuals as well and business people too. sceneries and with movie night on weekends for families and for kids on week days with exquisite 23 .of different countries. TREND ANALYSIS: Never before has anyone introduced this idea as a source of entertainment in the market of Pakistan. So quintessentially the market segment we are catering is Families that want to hang-out and spend quality time out of their homes.

but the upper elite class as well. If we put a look on our country. As the competition is really tough and everybody is opening the restaurants. There are striking chances of it to be a hit in our country. The base is small. the moving bit and theatre will adds the spin to our marketing plan and lends itself to the conversation especially as window scene outside keeps changing. Sans Doute with its innovative idea can prove to be an important and prominent restaurant for Pakistan COMPETITION: There is no such restaurant in Islamabad. therefore. but since the reach is not very vast. as a new innovation in its self. competition does not majorly effect operations. which will include different types of services and lavishness to be provided. The number of competitors in the industry is not much increasing . We will be keeping well diversified packages. we thought of something different which would attract people. as our target market is families and kids it would suit our culture. The growth rate is accelerating. We are really hopeful about our new innovation in this industry. it would be a new and a pleasant experience for a kind of traditional people of Rawalpindi and Islamabad. So if we see in this context it has a soothing effect on us that our business has got good chances of being a success. whereas ours os moving 3D images 24 . It would be a bold step to create this kind of restaurant in a country like Pakistan. If we look around in our country. we would find food loving people who would do anything for a good meal and almost anything you open and it has something to do with food. Though there are only two rotating lounge type restaurants in Pakistan having resemblance. Therefore. we hardly find two or three restaurant of this is being introduced by a group of innovators whose main purpose is to entertain the people of Pakistan. There are some other things which will definitely add sugar to our idea to get success. We have not only considered the middle class.

In our venture new ideas will be explored for the first time therefore giving us an edge over the possible competitors. Our plan is to enter the existing market by introducing superior quality services. 25 . Revolving Restaurant (Dining / A la carte restaurant) Karachi in Ceaser Tower on main Shahra-e-Faisal  De Mall in Rawalpindi We came to know that both of the restaurants have top roof rotating.

As it is a lounge/café so there is nothing in it which deals with the manufacturing process. displaying images on walls so that customer feel like present and could feel to be at that place. mountains. daily changing themes is the idea. having 3D images. Machines & Equipment The idea is to open-up a lounge/café that would be presenting 3D imges through projectors. So for that purpose we have used hidden projectors. Moreover gorgeous views of tropical islands. In addition there are projectors that will show those captivating scenes as well as movies on the Kids Movie Night. Physical Plant So quintessentially it is a lounge/café. trees and oceans that would be changing constantly can be seen through windows too. 26 .Production Plan Manufacturing Process As we have planned to open a lounge/cafe that will provide a quantity amusement time to the customers particularly children. it does not have any sort of physical plant.

Name of the Firm: Sans Doute Nature of the Business: Lounge/cafe Address of the Firm: I-8 Markaz Islamabad Duration of the Partnership: The partnership would continue till the business is running.Organizational Plan Form of Ownership It would be basically a partnership based venture in which each of the partners has contributed equal share of capital. Salary Distribution: The salary expenses for each year would be divided among the partners in the ratio of the contributed capital. There are total of 5 partners. Every partner is equally responsible for the profit and loss related to the venture. The following table shows the ratios in which the salary would be distributed among the partners: 27 .

if he/she is willing to take the partnership. In case of death of a partner.Partners Names Salary Distribution Ratios Anam Khalid Amna Abdul Hafeez Adnan Mehmood Gul Khan Sadiq Partnership Dissolution: In case of dissolution the lounge/cafe will either be sold off or if any partner wants to buy the lounge/cafe can buy it. Otherwise. Retirement. Conflict Management: In case of a conflict. Death or Admission of a partner: In case of retirement. 28 . a lawyer would be hired to settle the dispute. Accounting System and Fiscal Year: The accounts will be maintained using Microsoft Excel and the fiscal year will be from Jan-Dec. the capital would be returned in installments and the ratios would be re-calculated between the remaining partners. the partnership would be transferred to any of the immediate family member. If financing would be needed then only a partner would be added. the partner would be given back his contributed capital in installments.

 TECHNICAL EXPERTIES As our restaurant would be portrying moving 3D images with the help of projectors we would need technical experts to control the machines which would be installed in there.Authority of Principles As each partner has shared equal capital so all of us would be responsible for the profits and losses that the business will bear. We will share equal roles and responsibilities in the business.  CULTURAL PROBLEM We might face some problems in attracting people because in our culture things move the way they are and change is not adopted very easily. 29 . PROBLEMS Initially every business faces tough times. So a hard task of recruitment and selection is waiting for us and also the phase of training would also be hard. we would enter the market with advertisements on television in advance this would help us to create an awareness among the people that something new is coming which has never been witnessed and we are hoping to attract more people through this. Some of the problems we might face are discussed below. So early on we are hoping our turnout to be a bit lower but we have plans to cater this.  SETUP COST Our setup cost is a bit higher because of mechanical instruments installed in our restaurant so we are expecting our net income to be much lower initially.

 SPACE FOR Ad’s We are also hoping that after the success of our business we would be able to attract more companies to advertise their products in our restaurant. So we have to be strong in presenting advertisement and we have to go hard in the market with really good advertisements to attract customers. still our main spark point is the decor i. Especially we would target Lahore as this city is the city of fun loving people and they are more attracted towards the innovative things. That would be an additional earning for us.  EXPENSION In future by earning goodwill in the market we can expand our business to other big cities of Pakistan. We are trying to give restaurant’s culture along with something new which has hardly been witnessed in Pakistan.e. OPPORTUNITIES This is a big opportunity for us to come up with an innovation because nowadays restaurants just focus on providing quick meals to their customers but not the quality which would attract people. HUGE COMPETITION Although our restaurant would be 1st of its kind in Twin City. moving 3D images.  JOINT VENTURES If we are able to attract customers (that we are hoping) we can than have a good reputation in the market to start joint ventures as to enhance our business. 30 . Some off the opportunity we would be trying to avail in future.

This makes it difficult for the middle income class to spend on luxuries but we will provide them economical tickets as much as we can. Keys to success in the hydraulic lounge business include: o Managing and exceeding client expectations This is done by knowing the needs and demands of the customers. o Balancing expert opinions and advice with care for the client's prefere nces and vision Take opinions and advices from experts and the restaurateurs who succeeded in knowing and satisfying the needs of the customers. Pakistan has been hit by the recession. Keys to success in the 3D café business include: ACTION PROGRAMS As there is a lot of initial investment required. For this purpose we can take their output and feedback as well with the help of questionnaires or brochures so to get a deep insight of their needs. What must we do to reach our goals…….. We will differentiate our service by focusing more on the quality of service we provide. WEEKEND OFFERS A special movie night is offered for kids and families on weekends that can provide additional revenue. We will differentiate our service by focusing more on the quality of service we provide. 31 .

the show must go on There must be a professional showmanship should be shown by the management of the Sans Doute whatever the circumstances are but the show must go on and the event should proceed further. So for the purpose of retaining them there should be decisions taken that benefits the custom. o Protecting the client's interests and liability even when it requires unpopular decisions The main focus of Sans Doute should be to retain its customers.o Exhibiting a sense of professional showmanship on the day of the event . 32 .

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