Business Plan

TIGUIMI
LOUNGE & Restaurant
The place to be and to be seen in

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Founders, board members,
management team...
Founder :
General Manager

Board members :

General Manager

Financial Consultant

Front Manager

Management team

Administrative & Financial Manager

Front Manager
TIGUIMI Lounge & Restaurant Safia SEMLALI
Let’s share joy, let’s give taste to l
ife!
 Dream, ambition, mission...
Dream
We believe that exploring new food types brings cultures together. We want TIGUIMI
Louage & Restaurant to be a place where people can express and share their lifestyle.

Ambition
We want TIGUIMI to become the leader restaurant in its field.

Mission TIGUIMI is a cozy dining place offering healthy, fresh and fine food
prepared with the highest quality and halal* ingredients. Our customers are special
guests, they enjoy our meals and perfect service among family or friends in a relaxing
ambience. TIGUIMI is the choice for those with an appetite for health. 
Our motto is " Everyday, something fresh and healthy for everyone "

* Halal Food means food permitted under the Islamic Law

• www.eurohalal.be/en/Definition-and-Concept-of-Halal.html

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Dream, ambition, mission...
Concept TIGUIMI is a restaurant where people seeking convivial place, natural &
halal food can get together and share their lifestyle.

Why have we chosen this concept ?

•About 30% of Brussels’s residents eat halal.
•The “ Halal business“ is a growing and vast market in Europe
• Creation of a ‘HalalClub’ by the AWEX to empower and inform Walloon companies
about this market

Why have we chosen this name ?

TIGUIMI is neither French nor Deuch or Arabic word!

TIGUIMI means “ Home” in Tamazight dialect which is one of one of the oldest
languages of humanity.

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Strategic objective, operational
goals...
Strategic objectives
To be the leader in Brussels in our field and go abroad
To develop our customer loyalty
To build our brand’s notoriety through our company’s values
Operational objectives
To develop new dishes, concepts and specialties
To obtain a Halal certification from an official organization
To create a staff academy
To increase the net income by 40%;

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Positioning in the value chain...

Governement

Competitors

Partners

Other supporting services

(Customer care service, HR, Financial..)

Production and Completion of Menus

Inbound logistics
(suppliers and subcontractors)

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Product/service ecosystem...

Tiguimi Delivery serves our customer in his workplace or home

Tiguimi Lounge welcomes our customers’ guests for a bite to eat, for a drink of
for a small business meeting.

Tiguimi Green Network creates links and partnerships with companies and
organizations committed both to respect the environment and the Halal concept.

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Target market (s)...

Market segmentation

We target people living in brussels

who are seeking natural, freash and
Halal food.

We will have something for everyone

on our menu.

Our target segments are :

-Business man
-Families
-Singles
-Tourists

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Potential market (s)...
Potential Customers Growth 2011 2012 2013
Business Man 10% 10000 11000 12100
Family 7% 6000 6420 6869.4
Singles 12% 4000 4480 4537.6
Tourists 15% 3500 4025 4628.75
Total 23500 25925 28136

Market segm entation

Business man
Family
Singles
Tourists

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Actual demand (forecast)
Scenario 2011 2012 2013
2138500 2359175 2560353
Optimistic
Realisitic 2673125 2948969 3200442

Pessimistic 5346250 5897938 6400883

Actual demand

8000000
6000000 Pessimistic
4000000 Realistic
2000000 Optimistic

0
2011 2012 2013

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Core selling proposition...
- Fine and healthy food prepared with the finest ingredients quality

- Cozy dinning atmosphere with creative design and decor where everyone
feel welcome and special

- Good customer care service

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Marketing mix strategy...
TIGUIMI’s strategy is to give a perception of higher value than its competitors through a
style of service and the quality of products
Product policy :
We offer our customers a fine products from international cuisine.
Every season, new menus are added
Natural and high quality and halal certified ingredients are used
Pricing policy:
Prices will be competitive with other upscale restaurants in the area of the North edge of the
Brussels .
Promotion policy :
Our communication’s message will be about :
- The quality of our products
- The respect of our value : Professionalism, Efficienc, flexibility, Creativity
Communication tools:
- Web site and flyers
- Word-of-mouth
- Food-tasting session
TIGUIMI Lounge & Restaurant Safia SEMLALI
Let’s share joy, let’s give taste to l
ife!
 Production strategy...

Logistics, subcontractors,
transportation…
Insert your text…

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Human resource strategy...

General Manger

Administrative Purchase &

Front Manager & Finacial Cuisine Chef quality Manager
Manager

waiters Chef’s assistants

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Internet strategy...

www.tiguimi.com
Domain cost : $15.00
Under construction
Our web site will be :
-Classy and well designed virtual business card and portfolio
-Details of menus, prices, reviews and happenings at Tiguimi Louage & Restaurant
-Monthly newsletter about what did happen at Tiguimi Louage & Restaurant to get
new customers interested in our restaurant. 
Online booking

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 SWOT matrix...
Strengths Weaknesses

Service & product quality Lack of experience

High customer care service

Opportunities Threats

vast and growing market competition

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Income statement...

Three years (Yahoo/finance format)…

Insert your text…

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Balance sheet...

Three years (Yahoo/finance format)…

Insert your text…

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Cash flow statement...

Three years (Yahoo/finance format)…

Insert your text…

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Valuation Strategy…
Companies P/CF Price to Seles Price to Price to Book
(Market cap/operation P/S Earnings P/B
cash flow) P/E
BJ's Restaurants, Inc. 11 2 50 3
(BJRI)

Texas Roadhouse Inc. 9 1 20 2

(TXRH)

Ruth's Hospitality 5 1 30 2
Group Inc. (RUTH)

Ruby Tuesday, Inc. (RT) 6 1 15 2

Average Ratio 8 1 29 2

TIGUIMI’s valuation 29 * CASHFLOW???

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!
 Reasons not to do...

There is one thing that might not let me do this project :

Lack of self-confidence

BUT
Arriving to this last slide means :

I just need to believe that I can do it!

TIGUIMI Lounge & Restaurant Safia SEMLALI

Let’s share joy, let’s give taste to l
ife!