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There is a market segment that prefers to eat Dhai Bhallay while shopping as well as at home although they do not have the time to make it. There are already many Points which are providing ordinary dhai bhallay but no one is selling Chicken Dhai Bhallay.Chicky Point will be offering Chicken Dhai Bhallay with a distinctive image. There will be three ways to purchase these products; table service at the Point, take-out from the Point, and delivery to home or office. Chicky Point will contribute to the comfort food will feel in a relaxed atmosphere starting out with a cold drink There are three major ways in which we will create an advantage over our competitors;
• • •
Product identity, quality, and novelty High employee motivation and good sales attitude Innovative and aggressive service options
The demographics for proposed target markets are wide in range, which bodes well for the success of this venture:
• • • •
Men and women Primarily 25 years old and older Families Visitors to the area from out of state.
People visiting main market As qualified and energetic personalities critical to ensuring the quality Chicken Dhai Bhallay’s values, the management provide the skills to deliver:
• • • • •
Zeeshan Javaid will run start-up business operations, with broad management skills. Adil Ihsan Aziz will look after Marketing activities. Kashif Hafeez will be the Financial head. Abdul Rehman will be the Head of Procurement, with a creative flair and eye for efficiency. Jawad Haider will be the Head of HR Department
Chicky Point will require Rs.5,000,000 from investor. The funds will be expected in two rounds, Rs.2,500,000 to begin operations, and a further Rs.2,500,000 seven months later (four months after revenues have commenced).Redemption can be done at this time providing a return of Rs.11,500,000 (2.3 times investment), equating to a compound annual return of approximately 32%. The end of year-3 is good point for possible expansion of business, as decisions on product expansion into supermarkets will be made at this time. Funds will be used to initially finish development of the Chicky point and to establish fit out central premises in Sheikhupura. Site will initially be established in Sheikhupura, following that expansion into other areas will begin. The product is moderate sized, and moderate-low priced offering a collection of Dhai Bhallay and cold drinks with a common theme -- healthy (low-fat, low cholesterol, natural ingredients), flavorful, and familiar. Our goal is to create the image of light satisfying and still nutritious food
There is a market segment that prefers to eat Dhai Bhallay while shopping as well as at home although they do not have the time to make it. There are already many Points which are providing ordinary dhai bhallay but no one is selling Chicken Dhai Bhallay. This opportunity is researched and developed. If successful, it could become a major new source of income without creating the need for additional staff or production space.
Description of Business
This new business will be a superior, full service and featuring responsible cold drink service. Our point will be Excellence in all aspects:
• • •
Best chicken dhai bhallay variety of cold drinks friendly and competent service
Chicky Point will be offering Chicken Dhai Bhallay with a distinctive image. There will be three ways to purchase these products; table service at the Point, take-out from the Point, and delivery to home or office. Our product is moderate sized, and moderate-low priced offering a collection of Dhai Bhallay and cold drinks with a common theme -- healthy (low-fat, low cholesterol, natural ingredients), flavorful, and familiar. Our goal is to create the image of light satisfying and still nutritious food. There has been an increased awareness of nutritional and health concerns in recent years and a growing market of people who now eat this style of food regularly.
Chicky Point will contribute to the comfort food will feel in a relaxed atmosphere starting out with a cold drink.
Menu & Pricing
The menu and pricing is designed for outstanding perceived value, with a generous selection of innovative and appealing chicken dhai bhallay that emphasize freshness and quality. The menu entrees will enhance the numerous selections of cold drinks.
Chicky Point will be located in stadium, the heart of Sheikhupura city, taking advantage of schools, colleges and situation of main bazaar because large number of people visit these places daily.
Our goal is that of a multi-faceted success. Our first responsibility is to the financial well-being of the Chicky Point. We will meet this goal while trying to consider; 1) The effect of our product on the health and well being of our customers (and our staff), 2) The impact that our business practices and choices will have on the environment, and 3) The high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors. Awareness of all these factors and the responsible actions that result will give our efforts a sense of purpose and meaning beyond our basic financial goals.
The objective is to convert the existing point to a profitable and successful unit. Our objectives are as follows:
• • • • • • • • •
Provide the highest quality and service to the community has not been able to receive before. Create an atmosphere where each person can work as a team member, with clear goals and high standards that profit everyone. Combine the corporate marketing strategies with our own to build volume quickly. First year sales to hit between Rs.1.5 and Rs.2 million with 10% growth in first few years. High Gross margins. Maintain food and labor costs consistent with High Ridge. Maintain and expand our outstanding reputation. Remain a neighborhood family point. Be the first fine Chicky Point.
COMPETITIVE EDGE/BARRIERS TO ENTRY
There are three major ways in which we will create an advantage over our competitors;
• • •
product identity, quality, and novelty high employee motivation and good sales attitude innovative and aggressive service options.
In detail these aspects can be described as follows,
• • • • •
Unique modality of Dhai Bhallay availability, with unmatched preparation times Lower capital costs and overheads and high margin unit sales through broad exposure. Healthy, fresh, fast, quality, price competitive alternative Professional approach and solid management Aimed at segment of large market not currently exploited by the competition
The products we serve are of the highest quality. We combine this quality with great service and atmosphere. We then add menu items that appeal to all ages of the family as well as single adults. Management that treats every employee equally. We create an atmosphere where employee's love coming to work and can earn good money. Great employees make for a great point.
The predicated growth trend is very positive both in short and long-term projections. Modern living creates more demands, people will be compelled to taste more meals away from home. Some highlights from the future findings:
• • •
"Consumers will spend a greater proportion of their food budget away from home. Independent operators and entrepreneurs will be the main source of new food concepts. Nutritional concerns will be critical at all types of foodservice operations, and food flavors will be important.
Environmental concerns will receive increased attention." If the business is meeting its projections by month nine, we will start scouting for a second location and develop plans for the next unit. Our five year goal is to have 3 more points in the greater area with a combined annual profit of between Rs.5,000,000 and Rs.10,000,000.
Management & Organization
The management team plan all the activities around food service as well: maintenance and cleaning, pest control and waste removal; ensuring that the facility meets government standards.
Zeeshan Javaid will be the Director, with broad skills.
Adil Ihsan Aziz will look after Marketing activities.
Kashif Hafeez will be the Financial head.
Abdul Rehman will be the Head of Production, with a creative flair and eye for efficiency.
Jawad Haider will be the Head of HR Department.
Compensation & Incentives
We will offer competitive wages and salaries to all employees.
Consultants & Professional Support Resources
At the present, no outside consults have been retained, excepting the design department at Best Equipment.
Zeeshan Javaid will be the Director of our business. All four head of departments will directly report to the Director. Adil Ihsan Aziz as the Head of Marketing Department will keep an eye on the market and advertising campaigns for the progress of business. Finance Head Kashif Hafeez will control all the financial issues including audit and investment etc. Jawad Haider has responsibility to provide an efficient staff at the right place so that the business may flourish. Abdul Rehman will pay attention at the Production department. With responsibility he will provide efficient and delicious product.
LEGAL ENTITY & OWNERSHIP Chicky Point is trademark registered. Chicky point is currently equally owned by Zeeshan Javaid, Adil Ihsan Aziz, Kashif Hafeez, Jawad Haider and Abdul Rehman. They have already spent over Rs.75,000 in direct costs of product testing and development
The lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. Trends are very important. With sales in excess of $105 billion, the market for food is substantial, and the opportunity to build and grow a new exciting product with a strong brand is real. Asian style food represented approximately 35% of this revenue. Although the market is mature with heavy buyer/seller saturation, it is heavily segmented on quality, style, modality and price, presenting opportunity for niche market products such as Dhai Bhallay. Customers’ perception of ‘healthier’ is an important value proposition. Dhai Bhallay provides this, with the added bonus of serving the meal quickly. The idea that desirable food could be prepared in a quick fashion appeals to a sizeable portion of the market; those in tourism, people engaged in a commercial capacity, busy homemakers and students. These few examples are indicative of a large and growing collection of “time poor” individuals placing increasing value on every spare moment of their day. Chicky Point has the ability to match the ravenous need for convenience with the utility that modern, fast paced lifestyles drive. Dhai Bhallay negates boundaries of culture, age and preference, through a daily mission to satiate appetites.
Today the contemporary food outlet must maintain its appeal within an increasingly health-conscious market. Worldwide the “diet” continues to gain momentum and this means that products with less appeal to the diet-conscious will suffer reduced success. Entrepreneurs continue to derive extraordinary profits from ‘health-conscious’ ventures, Dhai Bhallay is designed to make the most of the public’s increasing nutritional conscience.
Five Forces Model:
Five forces model is a framework for the industry analysis and development of business strategy. Three (3) of five (5) forces refers to rivalry from external/outside sources such as micro environment, macro environment and rest are internal threats. It draws ahead Industrial Organization economics to develop five forces that conclude the competitive intensity and consequently attractiveness of a market place or industry. Attractiveness in this framework refers to the generally overall industry profitability. An "unattractiveness" in industry is one in which the mixture of these five forces proceed to constrain behind overall profitability. An extremely unattractive industry would be one moving toward "pure competition", in which existing profits for all companies are moving down to zero.
Food industry is highly competitive industry. There are many small food points in the industry who fight with each other to improve their customer base. To stay in the competition, we started with Chicken Dhai Bhallay. This will help the company to stay in the business as a major food point.
2. Threats of new Entrants
Although it is hard to enter the food business, it is hard to establish a distinct brand name. There is a high cost of entry in the market. Large established points with strong identities make it more difficult to enter and succeed within the marketplace; new entrants find that they are faced with price competition from existing points.
There are many substitutes in market. Since there are a wide variety of products that people can choose, they could either be substituted by ordinary dhai bhallay, fruit chart, and others.
4. Strength of Suppliers
Power of suppliers within this business would be relatively small, unless the main ingredient of the product such as yogurt, chicken etc are not readily available.
5. Strength of Buyers
Relatively strength of buyers is low in this business because Chicken Dhai Bhallay is innovative.
The Target Market
The market for our products covers a large area of diverse and densely populated groups. The demographics for proposed target markets are wide in range, which bodes well for the success of this venture:
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Men and women Primarily 25 years old and older Families Visitors to the area from out of state. People visiting main market(for shop ping, banking, dining, personal business, service businesses and post office)
Specific target markets by serving time: Target market at noon: business owners, employees, shoppers, seasonal and year round residents. Target market at night: seasonal and year round residents. Chicky Point would be a eatery "destination location," and would draw on clientele attending theater. Our food concept and product image will attract 3 different customer profiles;
The student -- more and more young people have developed healthy eating habits. Some also go through a "health food phase" 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 experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.
There are over one and half dozen Dhai Bhallay Point in the city Sheikhupura that sell ordinary Dhai Bhallay at some what low prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty. We will offer an innovative product in a familiar style at a competitive price. Our aggressive plans of take-out and delivery will also give us an advantage to create a good market share before the competition can adjust or similar concepts appear.
Food production and assembly will take place in the kitchen of the restaurant. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff.
Entry into the market should not be a problem. The store has high visibility with heavy foot traffic all day long. The local residents and students always support new points and the females do not have fixed preferences. In addition, Rs.100,000 has been budgeted for a pre-opening advertising and public relations campaign.
Channels of distribution
There will be two ways a customer can purchase food. They may sit down at one of the seats and get full service from a waitperson. A separate take-out counter will service those who wish to pick up their food.
Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message.
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Print media -- local newspapers, magazines and student publications Broadcast media -- local programming and special interest shows Hotel guides, concierge relations, Chamber of Commerce brochures Direct mail -- subscriber lists, offices for delivery
Key messages in advertising:
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Quality Freshness Affordable Variety Value Service
The marketing effort will be split into 3 phases;
1) Opening -- An advanced notice (press packet) sent out to all media and printed announcement ads in key places. Budget – Rs.200,000 2) Ongoing -- A flexible campaign (using the above media), assessed regularly for effectiveness. Budget – Rs.200,000 3) Point of sale -- A well-trained staff can increase the average check as well as enhancing the customer's overall experience. Word-of-mouth referral is very important in building a customer base.
Future plans and Strategic Opportunities
Catering to offices (even outside of our local area) may become a large part of gross sales. At that point a sales agent would be hired to directly market our products for daily delivery or catered functions.
Facilities & Offices
Our Point is a 2400 Square foot space. It needs on minor structural modifications. The licenses and codes' issues are all in order. New equipment and dining room furnishings will be purchased and installed by the general contractor.
Product Production and Preparation
Raw product has been sourced from selected Seattle suppliers. It is a competitive quality market, with room for a number of suppliers to diversify risk. Fast delivery to the customer from moment of order is the blanching and preparation process of the raw product at the central kitchen premises and hub sites. This will be overseen by our master-chef teams, adhering to strict health regulations. All ordering, stocking and quality controls will be managed on an inhouse computer based system enabling usage patterns to be monitored maintaining ordering efficiency and minimizing wastage
Hours of Operation The Point will be open for 7 days a week. Business will begin at 11:00 AM and end at 11:00 PM. Business hours: Sunday-Thursday 11 a.m. to 10 p.m. Friday & Saturday 11 a.m. to 11 p.m.
Employee Training & Education
Employees will be trained not only in their specific operational duties but in the philosophy and applications of our concept. They will receive extensive information from the chef and be kept informed of the latest information on healthy eating.
Systems & Controls
A big emphasis is being placed on extensive research into the quality and integrity of our products. They will constantly be tested for our own high standards of freshness and purity. Food costs and inventory control will be handled by our computer system and checked daily by management.
The kitchen will be designed for high standards of sanitary efficiency and cleaned daily. Food will be made mostly to order and stored in large coolers in the basement.
Delivery & Catering
Food for delivery may be similar to take-out (prepared to order) or it may be prepared earlier and stocked. Catering will be treated as deliveries.
Chicky Point will require Rs.500,000 from investor. Redemption can be done at this time providing a revenue of Rs.1,150,000 (2.3 times investment), equating to a compound annual return of approximately 32%. The end of year-3 is good point for possible expansion of business, as decisions on product expansion into supermarkets will be made at this time.
USE OF FUNDS
Funds will be used to initially finish development of the Chicky point and to establish fit out central premises in Sheikhupura. Site will initially be established in Sheikhupura, following that expansion into other areas will begin. Two adjacent shops will be taken on rent for 15 years. Monthly rent will be 30,000 of both shops. Advance payment for the shops will be Rs.100,000. For decoration of both shops Rs.70,000 will be invested. Rs.150,000 will be invested for purchasing and installment of furniture. KaraKari will cost Rs.20,000. Marketing budget will be Rs.40,000. Inventory will also cost Rs.40,000. Rs.50,000 will be reserved for any other need.
INCOME STATEMENT PROJECTIONS
Our product will be profitable by the end of its first fiscal year. The business will grow dramatically in years two and three.
Projection Profit & Loss A/c Particulars
Sales Less: cost of sale Gross Profit Less: operating Cost Admin, selling expenses Profit before tax Less: Tax 57500 575000 230000 65000 650,000 260000 75000 750,000 300000
1,150,000 517500 632,500
1,300,000 585,000 715,000
1,500,000 675,000 825,000
Profit after tax
(Projected Balance Sheet
Particulars Current Assets: Cash & Bank Inventories Account receivable Total current Assets 629,000) Year1 Rs. 400,000 40,000 10,000 450,000 Year2 Rs. 470,500 46,000 12,500 529,000 year3 Rs. 560,000 53,000 16,000
Fixed Assets: Plant and Building Less: Depreciation Total Fixed Assets Total Assets Current Liabilities: Accrued liabilities Account payable ` Total Current Liabilities Capital and Liabilities: Paid up capital Retain Earnings Total Liabilities 500000 143000 693,000 500000 250,500 808,000 500000 383,000 949,000 50,000 57,500 66000 30,000 20,000 35,000 22,500 41000 25,000 270,000 27,000 243,000 693,000 310000 31000 279,000 808,000 355000 35,000 320,000 949,000
Projected Cash Flow Statement
Particulars Net profit before tax Add: Depreciation Year1 Rs 575,000 27,000 Year2 650,000 31000 Year3 750,000 35,000
Stocks Accrued liabilities Account payable
40,000 30,000 20,000 10,000
46,000 35,000 22,500 11500 (260000)
53,000 41000 25,000 13,000 (300000)
Cash flow from operating activities Cash flow from investing activities Cash in hand Net Cash
382,000 (75000) 400,000 707,000
432500 (60000) 470,500 843,000
498,000 (85000) 560,000 973,00
CRITICAL RISK FACTORS
There are risks inherent with any business. However, the food points carries with it very unique risks. Most critical is the customers' changing tastes. Another is the economy. With any new venture, there is risk involved. The success of our project hinges on the strength and acceptance of a fairly new market. After year 1, we expect some copycat competition in the form of other independent units. Chain competition will be much later. Food points rely heavily on serving persons who have expendable income. When the economy takes a down turn, people change their spending priorities. There are less trips to food points. New points often make one of two mistakes: they are either unprepared or under prepared for opening. Initial poor service or product quality discourages customers from returning. Many first businesses spend all of their efforts at opening and are unable to maintain the quality customers expect on return visits, decreasing word-of-mouth advertising and leading to poor revenues Our management will be as prepared as it can possibly be with back–up equipment, alternative suppliers and at least three month's inventory of frozen product. Initial costs will be planned accordingly and kept to a minimum. The company recognizes the importance of its image, first-time impressions and customer service and it will not sacrifice this in order to satisfy the bottom line. It is anticipated that marketing costs will be significantly higher in the first three months of business. Marketing activities will be closely monitored and constantly analyzed to decide what marketing activities are successful and what are not. A marketing budget will be set for the first store and for each subsequent store. We will establish a loyal and long-term relationship with our suppliers and always pay on time. We wish to establish fixed-product rates with our suppliers as a buffer to avoid fluctuating economic conditions that may affect our purchasing capabilities. Changes in importation policies and health regulations will always affect our point. We need to establish a strong working relationship with the relevant
authorities to ensure all procedures are followed correctly and ensure that we have a steady supply of product. Because our products are unknown to the general consumer, marketing activities are vitally important. We plan on implementing several marketing strategies as outlined in the marketing section of this business plan. To establish product awareness, we will give-away small samples to encourage first timers to try our products. Although we have quality products, building a loyal customer base will take time. We realize that training and empowerment of our employees will be reflected in their customer service and that word-of-mouth advertising will be paramount to our success. A problem also in food points is finding dependable help who will stay with the business. Many points employees tend to be younger and are attempting to move into a career. Often servers filling the positions are non-skilled. These persons come with specific circumstances which must be accounted for by management.
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