Mummies Sandwich

We value your health

PURPOSE
The purpose to start this business is to serve people of new era with a different and the
most competitive style. We want to help those people who could not spend time in their busy
schedule to take healthy food by diet sandwich which is 100% nutrient, healthy. The prime
purpose is to generate profit by providing superb customer services. We aim to be leader in
providing quality food items that fit into a balanced diet. ur aim is to provide the hygienic
and delicious tastes of sandwich that the customers have never tasted before. We want to add
convenience in the lives of fast food lovers by providing them the most wonderful dining
e!periences.
THE RESTAURANT INDUSTRY - REVIEW
"ood service business is one of the largest industries in the country. This number has
been increasing for the past seven years. #n the past five years the restaurant industry has out$
performed the national %&' by (0%. The reasons given by the "olkney )eport *&ovember
1++(, are
1) lifestyle changes,
2) economic climate, and
3) #ncrease of product variety.
There are -00 new restaurants opening every month and over .00 more needed to keep pace
with increasing demand.
1
TRENDS & STRATEGIC OPPORTUNITIES
The predicated growth trend is very positive both in short and long$term pro/ections.
Folkney states that 0as modern living creates more demands, people will be compelled to eat
more meals away from home1.
#n 1+22 Te N!"#on!l Re$"!%&!n" A$$o'#!"#on released the "oodservice #ndustry .000 report
that forecasted how the industry might look in the year .000. 3ome highlights from the panel4s
findings5
6onsumers will spend a greater proportion of their food away from home.
#ndependent operators and entrepreneurs will be the main source of new restaurant
concepts.
&utritional concerns will be critical at all types of foodservice operations, and food
flavors will be important.
7nvironmental concerns will receive increased attention.
WHO EATS FAST FOOD
The food concept and product image will attract ma/ority of the
The student $$ more and more young people have developed healthy eating habits.
3ome also go through a 8health food phase8 while in college.
The health conscious person of any age or sex $$ this includes anyone on a restricted or
prescribed diet or those who have committed to a healthy diet.
Curious and open-minded $$ "if you try it, you will like it." Through marketing,
publicity, and word$of$mouth, people will seek out a new e!perience and learn that
nutritious food can be tasty, fun, convenient, and ine!pensive.
.
WHEN DO PEOP(E EAT FAST FOOD
9unch *((%,
:orning snack *(0%,
;fternoon snack *<1%,
=inner *1+%,
7vening snack *1(%,
>reakfast *1.%,
The average person *over the age of 1., eats at a fast$food restaurant for an average of +..
times monthly.
PROPOSED )USINESS (EGA( STATUS
;lthough the legal status of business tends to play an important role in any setup, the
proposed fast food business is assumed to operate on a partnership of ? members which may
e!tend in case of addition of new products that might add significant >usiness to the e!isting
setup.
INDUSTRY ANA(YSIS
;lthough the restaurant industry is very competitive, the lifestyle changes created by
modern living continue to fuel its steady growth. :ore and more people have less time,
resources, and ability to cook for themselves. Trends are very important and we are tasking
interest to provide lighter, healthier foods at moderate to low prices.
The keys to success in achieving our goals are5
'roduct quality. &ot only great food but great service and a fun$entertaining
atmosphere.
:anaging finances to enable us to open new locations.
6ontrolling costs.
"ocusing on themes that have customer appeal.
6reation of spectacular design and layout at each facility.
<
Critical Success Factors for the local sandwich shop could include5
7stablish and maintain an e!clusive relationship with a baker to supply on a daily basis, -
days per week, a range of speciality and e!clusive breads baked according to proprietary
recipes
'urchase an e!tensive range of high quality meats, cheeses, fruits @ vegetables
)ecruit and train5
"riendly people with the right attitude to the customer *Athe customer is always rightB,
Cighly efficient, creative people who en/oy making the best sandwiches for customers
7ncourage innovative product suggestions from customers and staff
6harge a premium price but one which, together with the product and the service, ensures
customer value$for$money
'romote, make and serve fresh, e!clusive, attractive, tasty, well$presented sandwiches
always.
OPERATIONS P(AN
"ast food is the term given to food that can be prepared and served very quickly. While
any meal with low preparation time can be considered to be fast food, typically the term refers
to food sold in a restaurant or store with fast preparation and served to the customer in a
packaged form for takeout take$away or can be consumed at the store or the restaurant.
The operational plan is an essential component to our business plan and it tells the
reviewer how we are going to get your productDservice out to market. That is, how we are
going to get your product out of the production stage to the doorstep of you target customer.
3peaking about our outlet, we have three sections in total in our store, which will be catering to
different kinds of customers according to their taste and preferences.
We have positioned our productsDstore as value for money and quality fast food but at
the same time we are not serving our customers, *e *!n" o%& '%$"o+e&$ "o el, "e+$el-e$
this strategy will also work as word of mouth promotion where the e!perienced customers will
tell new customers creating a unique interest in the minds of potential customers.
(
PRODUCTION PROCESS
P&e,!&#n. ! S!n/*#'
3ince itBs a fast food which can be prepared very quickly as half of the things used to
produce something is already ready or prepared now preparing a 3andwich will start with
having all the necessary vegetables on its place which means having our inventories on place,
then the process of making the food thatBs the sandwich will start followed by the "inished
product thatBs sandwich having #nventories n place Work in 'rogress "inished 'roduct #n
order to meet the demand of inventories which we will be having we will be using sum of the
production operation techniques which will see that we are making optimum utiliEation of
resources and minimum wastage.
0!n%1!'"%&#n. Pl!n
nce an order is received, the associate behind the service counter will begin to
assemble the customers order based on the sales data which will be displayed on a monitor.
7ach associate behind the service counter will be responsible for a certain aspect of the
assembly line such asF placing the necessary ingredient in the bread, adding the required
condiments, and making sure the meal is properly wrapped before delivery and set on a serving
container. The assembly line will have placards or assembly instructions showing how each
meal should look and what condiments need to be on the sandwich. This will ensure that each
sandwich is done the same and will maintain quality. There will also be an associate in the rear
of the kitchen who will supply the production line with more products.

?


P&o/%'"#on ,&o'e$$ 1lo*
R!* 0!"e&#!l$ C%""#n. 0#2#n. F#ll#n. Se&-#n.
0U00IES SANDWICH has found something that allows us to improve quality and lower
costs.
13 I+,&o-e/ 4%!l#"y
The benefits of a better tasting 3andwich should be fairly apparent. Gnless of course
you prefer aged sandwich, the fresher sandwich is going to be higher quality if made fresh /ust
for you.
The less obvious benefit is the higher quality customer service that arises from the H#T
sandwich assembly. When 0Mummies Sandwich waits for you to order the sandwich, we do
a few things to improve customer service. This higher quality customer service is sub/ect to our
ability to actually produce faster. Without this ability, 0Mummies Sandwich ordering costs
would be sky$high because the costs associated with ordering would be the loss of customers
tired of ordering fast food that really is not fast.
P&o/%'"$
F&#e/ C#'ken )%&.e&$ S!n/*#'e$ S!l!/$ )e-e&!.e$
-
N%"&#"#on '!l'%l!"o&
0Mummies Sandwich serves a wide range of quality sandwich that can easily fit into
individual diet needs based on the principles of balance, variety and moderation. ur varied
menu and range of serving siEes make it easy to fit our food into a balanced diet and to create a
range of meal combinations that fall within recommended guidelines for calories, fat and other
nutrient
W7 are also helping you learn more about our food by adding nutrition information on
some of our packaging. 3ome of our packaging now includes the 0Mummies Sandwich
&utrition 6hart. ur goal is to provide you with the information you need to assist you in
making sensible decisions about balance, variety and moderation in your diet.
23 (o*e& Co$"$
The holding costs for sandwich parts are fairly high because of its spoilage
costs. #nstead of having a shelf life of months or weeks, the sandwich needs to be sold within
1? minutes or so. The holding costs go from roughly .0% per week to 100% per hour.
#n terms of operating the business, it4s as easy as establishing a working relationship
with a catering service to supply the sandwiches on a wholesale basis, while building a
customer base to purchase the lunch meals. =esign a menu featuring all the sandwiches, salads
and other items available and distribute the menu to office buildings and factories. 6ustomers
would simply place their lunch orders in the morning or the day before. ;dditionally, lunch
orders could be placed by way of fa!, phone or e$mail. >ut we will be delivering our products
to our customers within a %eographical ;rea of first ?km 5Ho+e Del#-e&y) from our 3tore if
customers bill e!ceeds )s.00D$ and he need to pay 1?% of the bill amount e!tra as delivery
charges which will be lowered as the bill amount increases in percent.
I
INVENTORY 0ANAGE0ENT SYSTE0
a, 6%$"-In-T#+e 56IT) is an inventory strategy implemented to improve the return on
investment of a business by reducing in$process inventory and its associated carrying costs.
&ow as a store of fast foods we are in instant need of vegetables and other grocery
requirements as and when needed or required. This we will come to know through our 6hefs
such as the presence or absence of a part. Juick communication of the consumption of old
stock which triggers new stock to be ordered is key to H#T and inventory reduction. This saves
warehouse space and costs. #n order to meet our requirements we will be having tie ups with
Kegetable Kendor and 1 %rocery store.
b, E'ono+#' O&/e& 4%!n"#"y 5EO4) is the level of inventory that minimiEes the total
inventory holding costs and ordering costs. The framework used to determine this order
quantity is also known as Wilson 7J :odel. We will order on =aily basis with one order per
day and as per our requirements say for e!ample in the morning we order we will see to it that
with that order our requirement is fulfilled of the day, this will reduce the transportation cost
for 1 more order or unnecessary order .
c, S%,,ly C!#n 0!n!.e+en" 5SC0) is the management of a network of interconnected
businesses involved in the ultimate provision of product and service packages required by end
customers. we will be having tie ups with sum of the vendors of vegetables and grocery stores,
so that our needed requirements doesnBt get hampered as we will be following H#T and 7J
methods to avoid unnecessary wastage of resources and money.
2
IDENTIFYING THE (OCATION
"or establishing fast food *sandwich, restaurants we have selected mainly three areas around
the 6oimbatore. They are
1. 'eelamedu *&ear Copes 6ollege,
.. )3 'uram
<. %andhipuram
PEE(A0EDU 5Ne!& Ho,e$ Colle.e)7
#n 6oimbatore 'eelamedu is one of the areas where large number of eduacational
#nstitutes is present. Cence ma/ority of the residents in 'eelamedu are student community. ;s
already mentioned earlier students are one of the main customers for sandwich restaurant.
3ince students are very busy in going to the colleges during morning they prefer to take healthy
food in less time. "or them 3andwich is the most suitable food to fulfill their desires. :ore
over them can get sandwiches any time.
Copes 6ollege is present at centre of the educational institutes in 'eelamedu. The
student population density is more around the hopes college when compared to other areas in
'eelamedu. ;part from the educational institutes there are many offices present around the
hopes college. Cence in addition to the student customers we can concentrate in office
employees too. 3ince 'eelamedu is highly residential area home delivery will be very easy. The
transportation cost will also very less. "or these reasons 'eelamedu was selected to establish a
sandwich industry.
RS PURA0 7
)3 'uram is one of the areas in 6oimbatore where more educated people and more
health conscious people are present. "or our sandwich restaurant the main target customers are
health conscious people and open minded people.
3ince the cost for establishing sandwich restaurant is slightly e!pensive in )3 'uram
the competitors are very less. ur operating strategy is to compensate the cost with the more
+
volume of customers. ;part from this life style is one of the factors which have a huge impact
on business. )3 'uram people have a rich and modern life style when compared to others.
Cence the people in )3 'uram prefer to take sandwiches as one of their ma/or food in daily
life. With respect to supply chain )3 'uram is very nearby to %andhipuram which is the :ain
baEaar for the city where we can purchase raw materials like vegetables, >read etc. 3o the
transportation is cheap and easy. Cence based on the economical environment and life style of
the residents )3 'uram was selected to establish our sandwich restaurant.
GANDHIPURA0 7
%andhipuram is the heart of 6oimbatore city. The main shopping baEaar in 6oimbatore
is present in %andhipuram. 3ince it is a main baEaar the residents of %andhipuram are very less
but the passers by are more. ur Target customers in %andhipuram is mainly shoppers and
shop owners. %enerally people prefer snacks during their shopping. #f the snacks were healthy
and easily available *like sandwiches, they choose to take. 3o by promoting the advantages of
sandwiches we can get more customers in our restaurant. )egular income can be generated by
making agreement with shop owners for daily delivery. The transportation of raw materials will
also be very easy.
10
APP(YING DESIGN PRINCIP(ES TO (AYOUT
S,!'e !n!ly$#$ 1o& "e 1ollo*#n. 1%n'"#on!l !&e!$7
)eceiving
L3torage
Lffice D counter
L're$preparation
L"inal *Cot$food, preparation
L7mployee locker room and toilet
L3ervice areas
LWare washing
OPERATING FACI(ITIES AND E4UIP0ENT TO RUN THE )USINESS
13 8#"'en E9%#,+en"
6ommercial "ryers
Cot "ood 3torage
3team 7quipment
6ommercial vens
Wood 6abinet 6arts
Work Tables
Tissue rolls
6utlery sets
"reeEers
%enerators
:icrowaves
Waste bins
33 Cook#n. e9%#,+en"
)estaurant Toasters
3andwich %rills
3andwich 'ress
:3 S"!"#on!&y
)egister rolls
3ales book
Tape products
11
23 8#"'en !,,!&el$
aprons
bandannas
caps@ hats
chef coats
chef hats
face masks
finger guard
kitchen gloves
Ho* *e *#ll +!n!.e "o $e&-e ;e$" !n/ 1!$" "o kee, %, "o o%& '%$"o+e&$ e2,e'"!"#on$7-
U$e o1 ,!,e& ,&o/%'"$ !n/ ,l!$"#' *&!,$ kee,$ l!;o& 'o$"$ /o*n7 're$sliced cheese,
packs of /ellies and ketchup, getting the customer to help them. ; limited menu
restricted to items with a short preparation time would make fast service possible and
would also be useful in streamlining operations.
U"#l#<!"#on o1 "#+e-$!-#n. e9%#,+en"5 :icrowave, post mi! beverage dispensers etc.
U"#l#<!"#on o1 l!;o&-$!-#n. e9%#,+en"5 Ware washers, automatic potato peelers and
automatic coffee brewers.
A''e$$ "o R!* 0!"e&#!l$
The 0;ssembly line1 model is common in foodservice design5
; saladDcold food preparation area with access to raw materials5
"low in the dish washing process
A''e$$ "o U"en$#l$ !n/ E9%#,+en"7
M Gtensil drawer in each worktable, for each employee, or one drawer for each ( linear feet of
worktable
M verhead utensil racks *ceiling$hung, in hot$food and cold$food preparation areas @ near
steam$/acketed kettles for paddles or wire whips
M 3helving under each worktable for larger utensils
M Wall$hung over shelf above each table
M )acks for mi!er parts and bowls
M 9arge racks in bakery, hot$food preparation, and salad preparation areas for sheet pans,
baking pans, and other large utensils
M 3pecial storage racks for food processor blades and parts
M 9arge rack or special storage room for catering supplies
M Nnife rack in each preparation area
1.
1<
9ayout of our 3andwich 3hop
CO0PETITIVE EDGE
L(o'!"#on7 9ocation is critical to success. ur store is on :ain 3treet or /ust off :ain 3treet,
there by taking advantage of walk$by and drive by traffic. >ut we also need adequate parking
to make shopping at our store convenient for drivers.
Con-en#en'e7 6ustomers are willing to pay a little bit more for good food and the convenience
of being able to get what they want without having to travel out of town. ur customers will
purchase our food because it is reliable and delicious.
H#. 9%!l#"y7 "ocusing on high quality food, we will draw customers from the competition, as
well as create a local market that has not e!isted before. #f the prices are reasonable and the
food is good, we will have growth through repeat business.
CO0PETITIVE STRATEGY
There are three ma/or ways in which we will create an advantage over our competitors5

13 'roduct identity, quality, and novelty
23 Cigh employee motivation and good sales attitude
33 #nnovative and aggressive service options
1(
FOOD 4UA(ITY ASSURANCE
The bedrock of all our socially responsible supply efforts is our commitment to
ensuring that all the foods and beverages we serve our customers are safe. We do business only
with suppliers that share this commitment and work with them to continuously monitor, test,
and track our ingredients. We have stringent standards and checks in place in critical areas
throughout the food supply chainOfrom 8fork to farm.8
ur perations and Training manual for restaurant managers includes a whole chapter
on food safety, with requirements and guidance that cover all the critical control points at the
restaurant levelOfrom supply and delivery through storage, preparation, and holding.
"ood safety procedures are monitored by staff operations consultants, who regularly
visit our restaurants to advise managers on operations. The consultants also conduct periodic
restaurant operations reviews, which include assessments of food safety procedures. :anagers
are e!pected to correct any irregularities identified.
Sy$"e+$ & Con"&ol$
; big emphasis is being placed on e!tensive research into the quality and integrity of
our products. They will constantly be tested for our own high standards of freshness and purity.
"ood costs and inventory control will be handled by our computer system and checked daily by
management.
Ho* o&/e&$ !&e "!ken
3imilar to most fast food establishmentsB, orders will be taken on the right side of the
service counter where money will be e!changed and the customer will be issued a receipt
containing the order selection and a claim number. 6ups will be dispensed so the customer can
select their desired drink while waiting for their individual orders to come up. When the order
is ready, the associate on the left side of the counter will call out the claim number for the
customer to pickup.
1?
P!'k!.#n.
'ackaging design is a fundamental part of our top quality customer service. :any of
our menu offerings have unique packaging designs to provide insulation, help ensure food
safety, and make them convenient for carryout. This gives us many ongoing opportunities to
minimiEe the environmental impacts of our packaging and to provide industry leadership in
natural resource conservation.
D!#ly o,e&!"#on$ !n/ ,&o/%'"#on
The day$to$day operations of the restaurant from opening to close will be in
accordance to industry standards and norms stipulated. ur plan conveys to any reader that
management has a sound plan for operating the restaurant. perational issues such as
scheduling, departmental /ob functions, ordering and receiving, menu production, service,
general safety procedures and maintenance are some of the matters which would be cautiously
catered to. We standardiEe our product and service by restricted menu items. To adopt 0urs$
is$better$than$theirs1 strategy by using a combination of focus$differentiation strategy keyed to
product quality. 3ales and marketing efforts are focused on the individual customer basis, to
suit their requirements and taste, to develop the superiority perception in customerBs view.
C%$"o+e& $e&-#'e
We plan to adhere to establishing service attitudes and policies for effective quality
functioning and service provision. ;ll the customer complaints which would have to be
handled and how we will go about getting customer feedback such as surveys or through
mystery shoppers will all be a part of the process of adhering to quality standards.
0!n!.e+en" 'on"&ol$
perating a restaurant on a day$to$day basis requires established systems and controls.
:any seasoned restaurateurs have established systems to help them control cost and maintain
e!cellence. Gnfortunately, though, some startup restaurateurs open their doors unprepared to
1-
industry e!pertBs analysis, we plan to incorporate management controls, tasks and support
systems into our plan.
FINANCE P(AN
"inance department is responsible to arrange the cash inflows of the business. #t also
identifies the sources from where the finances can obtain to run the business operations
smoothly.
C!,#"!l#<!"#on nee/$7 The estimated capitaliEation needed to open the business is
appro!imately <0 lakhs and the planned sources for funding it are personal investments of
partners, bank loan and credit union.
A-e&!.e S!le ,e& C%$"o+e& P Total 3ales D &umber of 6ustomer transactions
This can be done by the year, month, week or day. The important thing is sales members need
a target to aim for and this is one of the most effective ways of doing this
S!le$ ,e& F%ll "#+e Te!+ 0e+;e& P Total 3ales D &umber of full time equivalent team
members.
)&e!k e-en !n!ly$#$
1I
T!;le 17 In'o+e !n/ e2,en/#"%&e $"!"e+en"
Qear 1 Qear . Qear < Qear ( Qear ? Qear -
3ales 10000000 .(000000 .I<00000 .2I-?000 <00+2.?0 <1-0<1?0
;dvertising <0000 1<00000 1<-?000 1(00000 1?00000 1?I?000
Telephones <0000 -0000 I?000 +0000 +?000 100000
)ent @
utgoings
<II0000 <II0000 <II0000 <200000 <+00000 (000000
Water 1<000 ?.000 ?.000 ??000 -0000 I?000
7lectricity 100000 .-0000 .-0000 .-?000 .I0000 .I?000
Wages .2.0000 I200000 10000000 10000000 10?00000 10I?0000
'ostage ?000 ?000 -000 I000 I000 +000
#nsurance @
Workers
.<(000 .<(000 .<(000 .<(000 .<(000 .<(000
=epreciation -.?00 .?0000 .?0000 <00000 <00000 <.?000
%as ?I000 I?000 I2000 2?000 +?000 100000
"uel 1+?00 I.000 I?000 2?000 +?000 100000
'urchases 1+?0000 I200000 21?0000 2-.+?00 +0.+(?0 +(20+00
Total
7!penses
+0+1000 .1-I2000 .(<1?000 .(+?0?00 .-02?(?0 .I0.<+00

7>T +0+000 .<..000 .+2?000 <21(?00 (01.200 (?I+.?0
T;R S <?% <121?0 21.I00 10((I?0 1<<?0I? 1(0((20 1-0.I<I.?
7;T
?+02?0 1?0+<00 1+(0.?0 .(I+(.? .-02<.0 .+I-?1..?
'K#" S 1?% 0.2I 0.I?- 0.-?2 0.?I. 0.(+I 0.(<.
'K ?1(0<+.? 11(10<0.2 1.I--2(.? 1(12.<1.1 1.+-<<?.0( 1.2?2?<.(
T!;le 27 To"!l C!$ 1lo*
12
Qear 1 Qear . Qear < Qear ( Qear ? Qear -
7>=#T +I1?00 .?I.000 <.<?000 (11(?00 (<1.200 (+0(.?0
*$,=epreciation -.?00 .?0000 .?0000 <00000 <00000 <.?000
7>T +0+000 .<..000 .+2?000 <21(?00 (01.200 (?I+.?0
*$,T;R S <?% <121?0 21.I00 10((I?0 1<<?0I? 1(0((20 1-0.I<2
7;T ?+02?0 1?0+<00 1+(0.?0 .(I+(.? .-02<.0 .+I-?1<
*T,=epreciation -.?00 .?0000 .?0000 <00000 <00000 <.?000
6ash flow -?<<?0 1I?+<00 .1+0.?0 .II+(.? .+02<.0 <<01?1<
&'K
(200+-2.12-
'rofitability inde!
..-00<..I.+
'ay back period
<I months
#nitial investment <000000
)equire rate of
return 1?%
0ANAGE0ENT RE4UIRED TO RUN THE )USINESS
13 "ast food manager
23 Juality assurance manager
De$#.n!"#on="y,e No
wner ?
kitchen supervisor .
shift supervisor <
6ook (
take away order taker 1
dish washer .
6leaner 1
guard*1.hour, 1
To"!l 1>
1+
Cook$7 'repare food in a prompt, safe and clean manner to ensure complete customer
satisfaction.
V3P3 4%!l#"y7 3ets standards of quality to meet all state and federal health and safety
guidelines.
4%!l#"y 0!n!.e&7 To assist K.'. of quality in obtaining all state and federal health and safety
guidelines, as well as delegation of tasks to ensure these guidelines are being maintained.
4%!l#"y S%,e&-#$o&7 versees, and assists individual restaurant and its maintenance associates
to ensure the company, as well as state and federal health and safety guidelines are being
maintained or e!ceeded.
0!#n"en!n'e7 6arries out all functions as assigned by quality manager or quality supervisor
with a constant regard for fellow associates, and customersB well being.
0AR8ETING P(AN
; comprehensive business plan includes a sound marketing plan. wner, investors and
bankers want to know you have a proactive plan to grow your business. Qou canBt rely on
instant popularity and simple word$of$mouth marketing /ust because some restaurants, but not
many, open their doors to instant success.
O;?e'"#-e$7
3hall deliver what is promised, promptly
3hall adapt to the changing trends and deliver the best accordingly
3hall strive to maintain harmonious relationship with customers @ suppliers
.0
Go!l$7
6reate ;wareness through intensive marketing
;ttract people and impart the e!perience
>reak even by the third year of establishment
)&!n/ n!+e7 0%++#e$ S!n/*#' We -!l%e yo%& e!l"
USP
0=iet sandwiches1 is our G3'. We care for the calorie that our sandwiches add to your
health. We give sandwiches that will not make you sluggish in the morning and that can kill
your hunger during the noon, will give you a light feel for your dinner. We are here to break up
the common perception that fast food destroys your health. We value your health than
anything else.
Se&-#'e /#11e&en"#!"#on
We are providing the customers with diet sandwich so it maintains their health. We will
be providing fast food in area of ?km. from our fast food hub. This is a unique positioning
were in the customer will perceive us different from other fast food outlets.
Se.+en"!"#on
"or any business it needs to identify the segment they are going to segment the
population. We segment people between age group who are so conscious about their health.
We here by segment our customers into elite *who are youngsters between age .0$<0, and
premium *people between age group <0$(?,.
3egmentation helps to cater each individual segment that has commonality.
T!&.e"#n.
We cater mainly to these two segments that will take care of our sales. nce we are
done with our segmentation we are in to how we will target our segment. Gnlike a common
segment where you have wide range of population with different needs, segmentation helps
better in targeting our segment. Qou have a population with a commonality which you can tap.
We focus our two segments so that they feel their needs are satisfied to the fullest possible.
Po$#"#on#n.
&ow the biggest challenge in front of us is how we are going to position our products in
front of our segments. To our elite segment we would like to position our sandwiches as tasty,
.1
trendy, with more varieties. We make them feel that we make them trendy, youthful with the
fast foods but with concern for their health.
nce we could position ourselves to our elite customers here comes our premium
customers. Cere lies our greatest challenge and also opportunity. They are the customers who
we are looking for. They are the ones who are really health conscious but need our sandwiches
to cope with their fast moving schedules. To them we are going to position our sandwich as a
0S!n/*#' o1 "e#& +oney@ e!l" !n/ "#+e1.
0!&ke"#n. +#2
P&o/%'"
ur main product is sandwich. We are specialiEing in producing sandwiches that are
not going to affect your health. We will have customiEation that is our customers will get their
choice of taste. We use product differentiation strategy were we differentiate our product we
make the customer to feel that we are not offering them the ordinary sandwiches that everyone
offers.
P&#'e
We are going to use cost plus pricing strategy. 3ince we are going to differentiate our
product from the others we are going have this strategy. 6ustomers will not feel the difference
in our price even if it is high as it appears to be a different one.
P&o+o"#on
The foremost activity and most important among the marketing mi! is promotion. We
need to create the awareness among the people about our sandwiches. r else it will be
considering as yet another sandwich in the market that has evolved to add fuel to e!isting
health problems. #t is our campaign that is going to bring out the innovation that we have
brought in sandwich. ne our advertisement campaign succeeds sure our sandwich will stand
on its own. We would like to go for food festivals, sponsoring events in colleges, through "m
and hoardings.
Pl!'e
..
This is where we are one step ahead of our competitors. We see to that we are nearer to
our customers. #n 6oimbatore our outlets are in three places. 1, %andhipuram ., 'eelamedu <,
) s puram.
(ONG-TER0 DEVE(OP0ENT GOA(S
DIET SANDWICH is an innovative concept that targets a new, growing market. We assume
that the market will respond, and grow quickly in the ne!t ? years. ur goals are to create a
reputation of quality, consistency and security *safety of food, that will make us the leader of a
new style of dining.
S"&!"e.#e$7 ur marketing efforts will be concentrated on take$out and delivery, the areas of
most promising growth. ;s the market changes, new products may be added to maintain sales.
0#le$"one$7 ;fter the restaurant opens, we will keep a close eye on sales and profit. #f we are
on target at the end of year 1, we will look to e!pand it.
R#$k e-!l%!"#on7 With any new venture, there is risk involved. The success of our pro/ect
hinges on the strength and acceptance of a fairly new market. ;fter year 1, we e!pect some
competition in the form of other independent units. 6hain competition will be much later.
REFERENCE7
Se'&e"$ of small business success &ewell : *1+2?,
Re"!#l ,l!n o1 ! 1!$" 1oo/ )%$#ne$$ by ;bdul Hamil 3harify
www.fundinguniverse.comDsample$business$plans
www.score.org
www.sandwichpanel.com
www.virtualrestaraunt.com
http5DDwww.interstellar$solutions.co.ukDbusiness$planning.php
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