ENTERPRENEURSHIP :

BUSINESS PLAN PRESENTATION

Project submitted by : Aditya Choudhury -22001

Niranjan Nahak-22021
Soumen kundu-22028
Soumya Mohapatra-22030
Vinaya Pandey-22040
 DAWAAT
Make People Happy, Have Some Fun and Be
Number 1!
Yours Truly Restaurant. For AM &
PM people
 EXECUTIVE SUMMARY

Wide variety of Indian cuisine.

Located in the booming, and rapidly expanding city of
Hyderabad.
Inspired menu with a blend of varieties of Indian dishes.
Seven days a week
Relaxed, friendly and correct service
Hiring of experienced staff
.
FINANCIAL SUCCESS

We believe this will be achieved by offering high-quality

service and excellent food with an interesting twist.
Start-up expenditure
Web site designing 50000
Office rent 5000
Computer and accessories 50000
Vehicles 60000
Licensing 7,00,00
MISSION

Great tasting food, but have efficient and friendly service

Choice for all families and singles, young and old, male
or female.

Employee welfare
OBJECTIVES

Keeping food cost under 35% revenue.

Stay in the restaurant business with excellent food and

service.

Expand our marketing and advertising in neighboring

areas and cities.
Future Plan
 If the business is meeting its projections in an year then,
we will start scouting for a second location and develop
plans for the next unit.

5 Year Plan

3 locations in different parts of the country like Raipur,

Ranchi, Bhubaneswar and Indore .. etc.

Although the restaurant industry is very competitive, the

lifestyle changes created by modern living continue to
fuel its steady growth.
 COMPANY DESCRIPTION

Vision:

Extraordinary dining experience

Aim to be the best in the multi cuisine online restaurant
business.

Company location:

Madhapur, Hyderabad
 COMPANY DESCRIPTION CONTD.
Basic product offering :

 Indian Ethnic cultural food

 Healthy food (low fat, low cholesterol)

Markets to be served:

 Students
 Couples / families
 Working class singles
 Business persons
ENTREPRENEURSHIP
Formalities & expenses:
 Registration of the company
 Licensing
 Electrical Fitting
 Insurance

Risks & liabilities

 Not able to break even at the expected time
 Repayment of loan’s
 Unlimited liabilities of the partners.
 Competition/Competitive Advantage
Direct Competition

Bawarchi
Paradise
Local Competitors
Established brand hotels

Advantages

 Location (Your Home)

 Multi – Cuisine
 Expert Management Team
 Competitive Edge

 Completely innovative way to serve.

 Our competitive edge is the menu that is home cooked,

the chef, the environment, the management, the service at
your own home.

 The best chefs are chosen according to their specialty.

 Strategy And Implementation Summary
 Our strategy is simple, 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 people.

 We will focus on maintaining quality and establishing a strong

identity in our community.

 We will keep our standards high and execute the concept so

that word-of-mouth will be our main marketing force.

 We will create an appealing and entertaining environment and

food with unbeatable quality at an exceptional price.
 Marketing plan
• Dawaat has two marketing objectives.
• The first is to create the awareness and provide the following information to
the authorities of Daawat :
To show the marketing position of the organization.
To show the market share of Daawat
To give suggestion to the higher authorities for the future
improvement.
This department provides the information about their competitors
to the higher authorities of Daawat.

• The second basic objective of Marketing Department is that it meets the

budget in the required time span. The marketing department of Daawat
Food is to promote its products and make the future plan to live in the
budget.
Market segmentation
• Daawat will be marketed to people on the basis of demographic,
psychographic and geographic characteristics.

• Behavioral characteristics:
In behavioral aspect they segmented the market on the basis of
quality, taste a price. Following are the different possible segments
in this regard.
• Taste conscious
• Quality conscious
• Class conscious
• Combination of price and quality
• Demographic characteristics:
Demographic characteristics include age, sex, occupation,
education, income and race. We segmented our market
on following bases.
• Gender:
Dawaat is for each gender both male and female.
• Income:
Everyone can use the Dawaat service upper and
middle class

• Age: age limitation for using this product any age group.

• Occupation:
By profession also everyone can use this product means
businessman student workers and other people.
Target Market
After evaluation of various segments we decided to target the
market of urban and sub-urban areas as well as anyone can use
this product businessman, students, workers etc.
 Sales Strategy

 Word’s Of Mouth

 Discount Coupons

 Free Home Delivery

 Concentrating on the customer's experience

 Offer various specials throughout the week that people can enjoy.
 MARKETING MIX
7 P’s of Restaurant
PRODUCT:
• Product marketing deals with marketing the product to prospects, customers, and others.
• The products being offered at FUSION are-a cosmopolitan flair, engaging clientele along
with an international menu comprising of Indian food.
• Later with expansion we will go into multi- cuisines: ITALIAN , CONTINENTAL and
CHINESE.
• Daawat will be the only restaurant among all the competition which focuses the entire
menu on healthy and low-fat cooking

PRICE:

• Pricing is one of the most important elements of the marketing mix, as it is the only mix,
which generates a turnover for the organization.
• It costs to produce and design a product, it costs to distribute a product and costs to
promote it.
• The pricing strategies that we at Daawat will be considering during the preparation of the
menu are- Competition pricing
Product Line Pricing
Premium pricing
Psychological Pricing
PLACE
 This refers to how an organization will distribute the
service they are offering to the end user.

The organization must distribute the service

to the user at the right place and at the right
time.

 Daawat is located at Madhavpur, HI-Tech City.

PEOPLE:
An essential ingredient to any service provision is the use of
appropriate staff and people.
The staff at Daawat is efficiently and well trained to give our
customers high quality of personal service.
The service delivered by our employees is a very important element of
value. It is also an area where we can distinguish ourselves.

PROCESS:
This refers to the systems that are used to assist the organization in
delivering the service.
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.
We will make sure we serve Hot home cooked food in the right time
without any delay.
PROMOTION:

Promotion involves disseminating information about a service,

product line, brand, or company.
 Promotion is generally sub-divided into two parts:
• Above the line promotion
• Below the line promotion

PHYSICAL EVIDENCE:

Physical Evidence is the element of the service mix which allows the
consumer again to make judgments on the organization.
Physical evidence is an essential ingredient of the service mix.
Consumers will make perceptions based on their sight of the service
provision which will have an impact on the organization’s perceptual
plan of the service.
MARKET ANALYSIS SUMMARY
Dawaat focuses on student sand official people and family
people who are restaurant seekers. People that have a desire
for good food and a fascinating atmosphere.

The market customers for Dawaat would develop from:

Local Neighborhood Marketing Program

Customer Frequent Diner Loyalty Program

Suggestive Selling Program to increase average check

Tremendous growth in upper level family income

MARKET SEGMENTATION

The Business Man

Happy Couples

The Family

High-end Singles
MARKET PENETRATION

Entry into the market should not be a problem.

Restaurant has high visibility on the web.

The local residents and students always support new

restaurants because of their curiosity.

In addition, Rs.10,000 has been budgeted for a pre-

opening advertising and public relations campaign.
SERVICE BUSINESS ANALYSIS

The restaurant industry is highly competitive and risky.

Most new restaurants opened by inexperienced owners

struggle or fail.

However, those based on solid understandings of the

market needs have a much higher chance of success.

Restaurants make money by taking inexpensive

ingredients, combining them in creative ways, cooking
them properly, and selling them at a much higher price
UNIQUE SELLING PROPOSITION

• Online store.
• Order according to your convenience
• Home cooked food, delivered at your doorstep.
Market Feasibility Study
A market feasibility study is essential to gauge the practicality,
prospects, potential of the project, and therefore it’s feasibility

We would obtain an online sample of a survey or a field

research survey and conduct a research to gauge the tastes and
preferences of the localities. The survey would be done on
about 120 people residents of Madhapur and Amirpeet
respectively of all category of people who fall into our target
market.
From the survey, we will come up with a SWOT analysis and
marketing strategy to follow.
SWOT ANALYSIS

STRENGHTS

First mover advantage

Economies of Scale
Varieties of food of the cuisine
Large number of bachelors/students/IT professionals
Catering to a wide range of people
No similar type of restaurant near the location
WEAKNESSES
High cost of operation

Not from a known group

Pricing

Competition

Difficulty In obtaining licenses

OPPORTUNITIES

New restaurants in other parts of the city

Offer greater variety

High growth in these areas.

Rising standard of living

THREATS

Other concept restaurants

People may be restrictive

High attrition rate.

Research

Based on the certain online research following data was

obtained:

People look for customer service most, followed by

décor.

People mind spending more money, even if they are

offered quality of service

3/4th of the people visit a restaurants (i.e. consume

restaurant food) at least once a week.
Research

They prefer Indian cuisine the most, followed by

Chinese, Italian and others.

They look forward to new dining experiences given the

opportunity.

While choosing a restaurant, customers are price

conscious.
POSSIBLE FINANCING
OPTIONS

Entrepreneur’s
Financial
personal
institutions
resources

Financing Options Unusual

Angel investors
resources

Venture Business
capitalists development Public offering
programme
 Evaluating Financing Options

Personal Personal Potential

Control Risk Reward

Personal Resources H H H
Financial Institutions
(Debt Financing) L-M L L–M
Venture Capitalists
(Equity-Debt Financing) L–M L L–M
Angel Investors
(Equity Financing) L–M L L–M
Public Offerings
Equity Financing) L L L–H
Business Development
Program L–M L L–M
Unusual Sources L–H L L- H

L – Low M – Medium H - High

COMPARISON OF VARIOUS
SOURCES
TYPE COST DILUTION RISK RESTRAINT ON
MANAGERIAL
FREEDOM
EQITY HIGH YES NIL NO

RETAINED HIGH NO NIL NO

EARNINGS

PREFERENCE HIGH NO NEGLIGIBLE NO

CAPITAL

TERM LOANS LOW NO HIGH MODERATE

DEBENTURES LOW NO HIGH SOME

WHAT WE ARE CHOSING
• 2.5 Lakhs Capital invested
• LOANS FROM FRIENDS AND RELATIVES-
1.5 LAKHS(UNSECURED)
• LOAN FROM FINANCIAL INSTITUTIONS
2.5 lakhs LAKHS(SECURED AGAINST THE BUSINESS
ITSELF)

INTEREST:
• 8% annual rate from friends and relatives
• 12% annual rate from bank
 FINANCE

 Profit and loss account.

 Balance sheet.
PROFIT AND LOSS ACCOUNT
Year 1 Year 2 Year 3
Sales 180000 220000 500000
(-) Expences
Commission 10000 16000 25000
Int. on loan 30000 30000 42000
House Rent 60000 60000 60000
Repairs and Maintainance 20000 25000 30000
Depriciation(7%) 8050 10986.5
Other Exp. 2000 3000 4500
Stationary Exp. 2000 2500 3200
salary 18000 18000 25000
Advt. exp. 10000 0 0
152000 162550 200686.5
Net profit 28000 57450 299313.5
 BALANCE SHEET
Year 1 Year 2 Year 3
Year 1 Year 2 Year 3
Assets

Web designing 50000 50000 50000

LIABILITIES

Computer Asessories 50000 46500 43245

Capital 250000 250000 250000

Telephone (Others) 3000 4000 4000

Furniture & Fixtures 5000 4650 4324.5

Borrowings 0 0 150000
Vehicles 60000 55800 98394

Loans 250000 250000 250000 Licenses 70000 70000 70000

Cash 100000 100000 100000

Retained Profit 28000 57450 299313.5
Bank 190000 226500 579350

528000 557450 949313.5 528000 557450 949313.5

OPERATIONAL ANALYSIS and HR
LOCATION ANALYSIS

Customer access
Nearby business
Population
Population growth
Economic conditions
General business factors
 PROCESS FLOW CHART
Online
registration

place order and

payment

Place the order with cook

Get confirmation

Deliver food to
customer

Give the bill to customer

Get online feedback and

complaints

Respond to feedback and

complaints.
QUALIFICATION & CONDITION
REQUIRED FOR MANPOWER
Good health and stamina
Keen sense of taste and smell
Excellent hand/eye co-ordination
Good memory for details
Artistic and creative talent
Excellent communication skills, interpersonal skills and
team-building skills
Ability to remain calm in hectic circumstances
Desire to do a precise and thorough job
SALARY STRUCTURE

• The cooks will get the price of their food in the starting of
the venture and later when the venture will start earning
enough profit, they will get a part of the profit.
• The owners will get a minimal salary at the starting and
then a part of the profit.
DUTIES & RESPONSIBILITIES

Creating new recipes to please customers

Hiring and supervising residential cooks
Estimating labour and food costs and altering menus to stay
within budget
Arranging for equipment purchases and repairs
Checking the quality of raw and cooked food products
Assisting with staff development and training
Meeting with other managers in the organization
LONG TERM DEVELOPMENT PLAN
Goals
Strategies
Milestones
Risk Evaluation
LONG-TERM DEVELOPMENT

Goals

 DAAWAT is an innovative concept that targets a new, growing

market.

 We assume that the market will respond, and grow quickly in

the next 5 years.

 Our 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.
Strategies

 Our marketing efforts will be concentrated on take-out and

delivery, the areas of most promising growth.

 The market changes, new services may be added to maintain

sales

Milestones
 After the venture starts, we will keep a close eye on sales and
profit. If we are on target at the end of year 1, we will look to
expand to a second unit.
Risk Evaluation

 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.

THANK YOU