Victoria University Business Plan-Happy Tiffin Assignment-3 Ronak Purohit - 4111546 Reshma Rehmanrohit Joshi-3876450 Avneet Kaur-4115588

VICTORIA UNIVERSITY
Business Plan- Happy Tiffin

ASSIGNMENT-3
RONAK PUROHIT- 4111546 RESHMA REHMANROHIT JOSHI-3876450 AVNEET KAUR-4115588

Executive Summary………………………………………………….……………………………………………………………………….…..2 Mission, Goal
& Objective……………………………………….…………………………………………………………………………….3 Startup
summary………………………………………………………………………………………………………………………………..…4 Business
Detail……………………………………………………………………………………………….………………………………….…5 product &
services……………………………..…………………………………….……………………………………………………………5 Organizational
Chart…………………………………………………………………………………………………………………………..…7 Management &
ownership……………………………………………………………………………………………………………………8 Why Happy
Tiffin………………………………………………………………………………………………………………………………...10 Risk
Management…………………………………………………………………………….…………………………………………….……13 legal
considerations……………………………………………………………………..………….………………………………………….14 Operations…………
………………………………………………………………………………………………………………………….……15 Sustainability
plan……………………………………………………………………………….………………………………………………16
Strategy………………………………………………………………………………………………………………………………………………18 market
research……………………………………………………………………………………….…………………………………………19 market
strategy…………………………………………………………………………………………..………………………………………22 S.W.O.T.
……………………………………………………………………………………………………………………….…………...……….25 The
Finance………………………………………………………………………………………………………………………………….…….28
References………………………………………………………………………………………………………………………………………….32
APPENDIX………………………………………………………………………………………………………………………………………….34
Table of Contents
ASSIGNMENT 3
Page 1
Executive Summary:
HAPPY TIFFIN is an exciting, new business with a unique approach to helping people
enjoy home cooked meals even if they are away from home. They will have pre-select
weekly
changing menu of 12 meals to choose from for lunch and dinner. By focusing on our
strategy of business (healthy, nutritious food) our customers, and their needs in
this fast paced life Happy TIFFIN will increase sales to a point that exceeds $
9,00,000 in three years.
Happy Tiffin is owned jointly by Ronak Rajpurohit, Rohit Joshi, Reshma Rahman and
Avneet Kaur as a partnership business. Ronak has 5 years’ experience in food
service industry, as he was working in the restaurant in Delhi- India. Rohit has 3
years’ experience in operation Reshma has 4 years’ experience in sales and Avneet
has 4 years’ experience in marketing. They all grew up in India. So they know the
kinds of food preparation available in there. The demography of our target
customers is 20-40 years of age, who are corporate employees away from home. The
main advantage of our target market is they can taste inexpensive nutritious home
cooked food without the hassle of cleaning. Rohit’’s existing contacts with local
social and community groups, and Ronak's ongoing relationships with food
distributors, specialty grocers, and high-end clients will all help to generate
high sales from early in the first year.
The advantage of the target markets is they can enjoy inexpensive healthy meal;
price of the meal would be 70INR for the first year and 75 for the following year.
They can save time by not roaming around to choose a restaurant also they don’t
need to do any kind of preparation and clean up. Conveniently they can eat their
nutritious meal in their workplace. We will be focusing on enhancing the repeat
customer service business.
ASSIGNMENT 3
Page 2
Mission:
HAPPY TIFFIN is a specialized business that provides a variety of people with the
opportunity to enjoy nutritious food the way they like. The purpose of this
business is to optimize the time investment needed to prepare the quality of meals,
within the clients' current schedules, and also for them to practice the proper
health conscious behavior that has become the target lifestyle of a health
deficient society
Goal:
Our goal is to be a self-sustaining company within 3 years from the commencement to
begin expanding our menu offerings within 3 months and able to offer franchisees in
4 years. HAPPY TIFFIN will employ 4 individuals full time within 3 years, and will
hit net profit goals of $3, 20,000 by the end of its second year of existence.
Objective:
We want to develop a sustainable start up business that is possible. For that we
need to exceed our customer expectations in our service and the preparation of
food. We also want to increase the number of our customers by 25% every year
through our high quality service. Along with these goals we want to achieve an
after tax net profit of 200k by year three and a net income of more than 20%of
sales by the third year.
Focus:
We will be building a high level of customer satisfaction in our service and
products, which can help us to maintain our customer. According to the customer
choice, trends and we will be offering variety of menus. The price would be very
competitive. The price that we will choose will be reasonable for our customers and
be adequate for the business to maintain a gross margin around 25%.once our
customer base increase, we will be buying more in bulk through food service
distributors. In that way we can lower our supply cost. We will do an intensive
marketing through our customers (word of mouth), radio advertisement, local area
newspapers.
ASSIGNMENT 3
Page 3
By distributing various flyers and pamphlets, giving advertisement in yellow pages
and registered key word that can lead to our web site
Start-up Summary
The start-up expenses include:
• • • • • • • • • • • •
Rent expenses include a deposit and rent for one month Utilities expenses for one
month. Insurance deposit and first month. Sales & Marketing expenses including
stationery, brochures, outdoor signage. Website development. Office, kitchen supply
expenses. Leasehold improvements, including contractor’s fees and permits. The
required start-up assets of $60,000 include: Kitchen Equipment Prep Tables Cooking
utensils Various Kitchen Utensils Computer and small business software
Business Details:
Business premises: The proposed name and trading name of our business is same. We
are intending to start our business in Gurgaon, a suburban city of Delhi- India.
Being one of the most important economic hub and industrialization, Gurgaon has a
mixed crowd of people from all over India The major multinational corporations
based in Gurgaon include names like Genpact,
American Airlines, Airtel, Bain & Company, American Express, The Coca-Cola Company,
Bank of America, Ericsson, DLF Limited, Hero Honda, EXL, Indigo Airlines, IBM,
Microsoft, Maruti Suzuki, Nokia, Motorola, Sapient, Oracle, Google, Thought Works,
Tata Consultancy Services (TCS), and ZS Associate. First year we will be leasing a
500 Square Meter land or a factory space where all of operation will be happening.
For that, apart from the space we will
ASSIGNMENT 3 Page 4
make arrangements for water supply and electricity& gas connection as well. As
majority of the corporate companies are running in this area, this will be the hot
spot for us as we are mainly targeting corporate employees.
License & Permits: Once we finalise the place we will be following up the license
and permits for our business. We will be registering for Shops and Establishment
license – from state government, Signage license from municipality, Nomination of
PFA from Director of Prevention of Food Adulteration in the state, Health / Trade
License from Municipality, NOC from fire department, Environment clearance from
local government, Nominations under PFA Act 1954 section 17(2) and Rule 12 B of the
rule of 1955
Products& Services:
Happy Tiffin services include corporate catering, Birthday specials, Anniversary
specials, Canteen services and catering services. First year we mainly concentrate
on corporate
catering; providing lunch and dinner to the employees. We will have a pre-set menu
of 12 items included South Indian, North Indian, Chinese cuisine sandwiches and
burgers. The menu will be changing every 3rd day. According to the business
performance we will be moving in to the other areas of our business.
Product/Service Corporate Catering Service
Description Lunch & Dinner Menu and price will fix
Price Rs 70/- each
Catering Service
according to the client’s choice Menu and price will fix
Per
100
dishes
and selected menu Minimum 50
Birthday Specials
according to the client’s choice
dishes and as per selected item
ASSIGNMENT 3
Page 5
Menu and price will fix according to the client’s choice Canteen Services Lunch
&Dinner Anniversary Specials
Minimum dishes Rs 70/- each
70
VAT (Value Added Tax) :
According to AP VAT Act, 2005. Section 4(9)(d), Other than Hotels and Star Hotels
category iii ( Restaurants, eating places ), responsible for collection of VAT from
the customers at the rate of 5% on the value charged in the bills whose turnover
during the year is less than Rs. 1.50 crore. So we will be adding the 5% in the
total bill for the customer. Website: We are planning to create a web site for our
business. And the preferred name is
www.happytiffin.com if that is available. We will be hiring a developer to create

the site. The
database interface will let us adjust the schedule and track click/sales ratios,
and easily update menu offerings; it will be having detailed description of all of
the planning, shopping, food preparation and nutrition in the website. Once the
website finishes, we will be subcontracting out the hosting of the site and the
technical back-end supporting.
ASSIGNMENT 3
Page 6
Organisation chart:

Ronak (Director/Finance Manager)
Rohit
Reshma (Sales Manager)
Avneet (Marketing Manager)
Cherie (Operation Manager)
Manage the outsource website developer
2 Chefs
1 Cleaner
7 Delivery Boys/Drivers
ASSIGNMENT 3
Page 7
Management & ownership
Initially there are four members in the management team. And they are the owners as
well. Ronak Rajpurohit, Rohit Joshi, Resham Rahman and Avneet Kaur. Each has 25% of
share. The owners will be taking care of majority of the part in business during
the first year. We will be making a partnership agreement with the help of our
legal advisor. Ronak will be taking care of finance and as he has 4 years’
experience in food industry he will be the director. Rohit will
manage operation. Reshma will be handling sales and web site maintenance. Avneet
will be paying attention to marketing and delivery of food. These three people will
be directly reporting to Ronak. We will be hiring Chefs, cleaner and web site
designer and delivery boys on a part time basis. Website development, Accounting
and legal services will be out sourced. Ronak has 5 years’ experience in food
service as he was working with his uncle in the restaurant. Reshma and Avneet has
passion for cooking and have been cooking for the last 10 years for their family
also they both know the flavours of north indian and south indian well as they both
come from different part of India. Rohit was helping his family business in the
operation area for the last 4 years.
The owners will be working in pair in a rotating shift; Rohit and Reshma will be
handling the lunch time including prep work and menu planning. And Avneet and Ronak
will be taking care of the dinner time. It will keep rotating on weekly basis.
Ronak and Rohit will be hosting majority of the parties. Ronak and Rohit’s existing
contacts with local social and community groups, and Ronak’s ongoing relationships
with food distributors, specialty grocers, and high-end clients will all help to
generate high sales from early in the first year. We will be keep a track of our
cost analysis for the first two year to make sure all the area in the business is
well taken care of and on what area we need assistance/
ASSIGNMENT 3
Page 8
Key personnel
Current staff Job Title Finance Manager
Name Ronak Rajpurohit
Skills or strengths Master in Accounting and finance. 5 years’ experience in food

industry Bachelor of business
Operation Manager
Rohit Joshi
Administration. 3 years’ experience in operation.
Sales Manager
Reshma Rahman
Bachelor of commerce. 4 years’ experience sales field. Bachelor of commerce. 4

years’ experience on marketing.
Marketing Manager
Avneet Kaur
Required staff
Job Title Chef
Quantity 2
Skills necessary At least 2 years’ experience.]
Cleaner
At least 6 months experience. At least 2 years’
Delivery boys. Drivers 7
experience and should hold valid driving license.
We will be giving advertisement in the local newspapers and also consider people
through our local contacts. Initial year we will not offer any kind of training
programs. To avoid that we will
ASSIGNMENT 3
Page 9
be recruiting people who has educational qualification and experience in the
similar field. We will be collecting copy of driver’s license from our drivers and
diploma certificates from our chefs. Once the recruitment finishes, we will be
documenting responsibilities for each person and copy will be providing to
everyone. More over the Director will be monitoring each of us and will be
providing necessary feedback for everyone.
Why Happy Tiffin In Gurgaon according to our research, there are many restaurants
and fast food joints like McDonalds, KFC, Pizza Hut, Haldiram's, Bikanerwala,
Coriander Leaf, Pind Baluchi, Diya, Rodeo, Mainland China, China Club, Punjabi by
Nature, Zinos, Zaika, and Machan, maal gaadi, turquoise cottagen Tunday Kababi,
pind baloochi. The type of food currently available in the market are either
expensive , junk or unhealthy food. That is why we believe ours are high-end
services. Because the products we deliver are fresh, nutritious, and healthy. To
avoid the plastic containers, we use steel tiffin to distribute food, which is more
healthy way and environment friendly. Happy Tiffin is going to introduce a variety
of food service that can replicate the diverse tastes and preferences of each
customer. Customers can choose from delicious sandwiches, south Indian, North
Indian and Chinese items. Our expert nutritionists and executive chefs will be
dedicated make fresh products and create fresh ideas which will include a lot of
new flavours. Moreover we will offer stickers to customers who want to share
portion of their food as part of charity, they can write a on the sticker and stick
it on the tiffin, so when our delivery people go to collect the tiffins, they will
distribute those food to the poor people.
Expectation For the first year we are anticipating a quantity of 200 orders from a
customer in 6 months which includes the lunch and dinner. As in India, companies
run 24 hours in a day by giving rotating
ASSIGNMENT 3 Page 10
shifts to employees. So we expect lunch and dinner orders from different
individuals. Because of our main expenses are grocery, costs of sales are based on
grocery store prices and our other expenses including rent and all. We will try to
put our price down the lane. For that we will be finding a supplier who can deliver
the fresh products so that we can meet the goal of our business. In 2014, these
prices will be according to the inventory and employee salary. We believe customer
will be considering our services as a necessity in this hectic life style, where
they lack hygiene home style food. Also we will also help them to practice the
proper health conscious behavior that has become the target lifestyle of a health
deficient society. Current year we are anticipating 600 customers. It can increase
each year by an additional 50%.
Innovation:
To be excelling in applying new methods and to stand out in the market competition,
innovation is very important in all the areas of business. A great source for
promotion in the new business world is the social media. We will have our own
business profile page in Facebook also and will be doing radio marketing. As
everyone is using the same platforms to the same effect, to stand out from the
crowd and to make a greater impact, we have decided to discard the idea of using
plastic containers and use steel tiffins to carry food. It can restore the
temperature of the food also it is very environment friendly as well. More over
sometimes we will be providing free guides on healthy eating and recipe books as
well. Based on the success of the business we will be increasing our menu items.
background. Insurance In restaurant business, there are different types of risks
involved which need to be properly insured. These risks include any injury caused
to the employees of the hotel or any accident which might take place due to hot
liquid or shards of broken glass on the premises. Workers Compensation insurance
will also be provided to employees in accordance to the Workmen’s Compensation Act,
1923 which will the employees will be provided insurance against any harm That can
help us to increase our clientele from different
ASSIGNMENT 3
Page 11
or bodily injury sustained during work. Also we will take fire policy and building
and assets policy to avoid the loss due to any hazards. Other risks might include
eruption of fire and the subsequent damage to the property of hotel or other
surrounding businesses. Happy Tiffin will attempt to get its property and kitchen
equipment insured against such accidents by availing a suitable property insurance
scheme. In case of Happy Tiffin, the business model involves providing food to the
customers by means of vehicles including vans, rickshaws and mopeds. In this case,
in addition to the insurance of property and any injury caused to staff during
work, it is necessary to get the vehicle insurance, Fire policy, building and
assets. Risk management Risk Operational risks – involve operational risks related
to fire and injury to employees at the premises Likelihood Likely Impact High
Strategy Happy Tiffin will ensure that the operational risk related to fire and
injury is minimized at the premises. This will be made possible by emphasizing the
need to keep the premises clean, educating employees about using equipment,
installing smoke sprinkler detectors system and to
minimize damage in case of fire. Strategic risks - strategic risks involve changing
of menu, price fluctuations or
ASSIGNMENT 3
In order to avoid this risk, Likely Medium Happy Tiffin will arrange for gathering
and analysis
Page 12
quitting of a chef which is

of most
customer
data
to
viewed negatively by the customers
determine which items are ordered by the
customers and conducting informal surveys to know about customers’ concerns related
to food quality and pricing. Before deciding to open new locations of
Happy Tiffin, a thorough investigation will be done related to the affordability,

demographics and
customers’ preference for menu before expanding into other areas.
Economic Risk - economic risks involve increased rate and
unemployment
high inflation which will ultimately curb spending of people on ordering meals. CPI
inflation in India was 9.39% in April while it was 10.39% in March (Reuters, 2013).
Unemployment on the other hand is expected to reach 9.4% this year against 9.3% in
2012
Page 13
This economic risk can be Highly likely High managed by offering low priced food in
the menu at Happy Tiffin.
ASSIGNMENT 3
(Tejaswi, 2013).
Legal considerations Happy Tiffin will need to obtain licenses and permits in order
to operate its business. In this case, the authority to contact for such matters is
the Food Safety and Standards Authority of India (fssai). In addition to that,
Happy Tiffin will have to follow the Food Safety and Standards Regulations in 2011
in order to register or obtain license for Happy Tiffin. Apart from that, Happy
Tiffin might be inspected by the Food Safety and Standards Authority of India for
food inspection in order to inspect the quality of food, the type of refrigeration
system installed in the kitchen, the cooking equipment and the mode of food
disposal at the Happy Tiffin facility. The health and safety of Happy Tiffin
workers has to be assured at all times. This will include providing guidance to
workers to protect their eyes, face, and hands during work. Central Labour
Institute, Mumbai and National Institute of Occupational Health, Ahmedabad is two
main institutions involved in ensuring the occupational health and safety.
Operations
Production process Once we receive orders through phone, website, and short message
service, the production process will begin. It will begin with procuring raw
material and then transforming it into different food items on the menu. The chef
of Happy Tiffin will be involved in this process. After cooking, our delivery boys
will be collecting the prepared food and it will deliver though our dedicated
vehicles ie: van, rikshaws, mopeds and bicycles at presettled and fix timing. If
our delivery boys cannot enter the office, then we will be placing the individual
tiffins at the reception or another area that is easily accessible to the clients.
This makes for very quick efficient service. The boxes or bags should be visibly
marked with the type of food included for easy identification. We will be
collecting the empty tiffins from the companies on a rotating
shift.ie: Tiffin from lunch will be collecting when we deliver the dinner. And
tiffin from the dinner will be collecting when we deliver the lunch. Our part time
cleaner will be cleaning the tiffins once it back to our premise. Suppliers The
suppliers of Happy Tiffin will be grocery stores which will supply vegetables,
spices and other edible raw materials. Happy Tiffin will buy in bulk from suppliers
in order to maintain good relationship with them and to avail good credit terms.
Plant & equipment Equipment Purchase date Purchase price (AUS) Vehicles Cooking
Utensils Stoves Computer and software 22-Jan-2013 5-Jan-2013 5-Jan-2013 17-Feb-2013
12000 20000 2000 400 Running cost (INR) 1,000/day 700/day -
Inventory Inventory item Unit price (INR) Rice (kg) Pasta (kg) Spices (g) Cooking
Oil (litre) 50 22 32 40 Quantity stock 100 10 40 65 in Total cost (INR) 5,000 220
1,280 2,600
ASSIGNMENT 3
Page 15
Technology (Software): Happy Tiffin will develop a website which will include a
data interface to adjust the schedule and track click/sales ratios, and easily
update menu offerings. The website will also include detailed description of all of
the planning, shopping, food preparation and nutrition of food items prepared at
Happy Tiffin. The website’s hosting will be sub-contracted to outside vendor for
technical back-end support. Trading hours: Happy Tiffin will operate in daytime and
will be offering lunch and dinner to customers which will be delivered to them at
11:30am and 6:30pm every day. Communication channels: Customers of Happy Tiffin
will be able to use phone, e-mail and short message service to place their orders.
Payment types accepted: The payment methods accepted at Happy Tiffin will be Online
Bank Transfer, One Stop Payment, Credit/Debit Cards, Cash, Cheque, and
Sodexo/Ticket Meal Coupons. Quality control: Certification will be received from
Food Safety and Standards Authority of India which will guarantee the provision of
quality food by Happy Tiffin.
Sustainability plan
Environmental/resource impacts Every business has its own growing size and
importance in the economy and there are always questions rise about the
environmental and resource concerns. Consumption of Energy: In this business, the
most significant uses of energy will be for cooking (nearly a third of the total),
refrigeration and lighting. After cooking, the most significant uses of energy is
for refrigeration (over half the total). Generating Solid Waste: The business
operation generates two main categories of solid waste i.e. food waste and
packaging materials.
ASSIGNMENT 3
Page 16
Air Pollution: The business operations of Happy Tiffin are not generally a
significant source of air pollution. Water Pollution and Water Waste: This business
might include increased level of water pollution. Also plenty of water will used in
cooking, cleaning and other operations which can cause brutal use of natural
resource. And on other hand many poor people across India are facing severe
shortage of water. Food borne Diseases: The production or processing of food can
cause food borne illnesses which can risk human life therefore many safety measure
should be taken to avoid greatest loss (Davies & Konisky, 2000). Community impact &
Engagement There are many ways we can make a difference from using less water in
our manufacturing to reducing product packaging to producing less waste. Through
relationships with stakeholders (suppliers and customer) using knowledge
mobilization to raise awareness and understanding can bring positive change within
society and fulfill our social responsibility (Read, 2012). Risks/constraints The
major risks to this business are: •
Innovate in cooking, packaging, and good hygiene to reach markets effectively.
Consistent delivery of fresh, reliable and high quality product in accordance to

customer choice and preference.
Achieving and maintaining full compliance of safety standards for food,

environment, and worker safety.
Customer satisfaction matching with cost (Industry Directions, 2000). Page 17
ASSIGNMENT 3
Strategies
The business of selling foods is no longer just about the product. It is now about
how to leverage flagship products into full-service niche leadership. To be a
category market leader today, it should compete on brand innovation, customer
solutions, and more market penetration (Industry Directions, 2000). Minimizing the
risk of idle operations and ensuring the improvements in process efficiencies will
leads to growth at Happy Tiffin. For customer, the food must always be safe, fresh,
and available and effective constant measures should be taken to ensure quality
with superior on-time delivery performance at the lowest possible cost (Industry
Directions, 2000). Action plan Environmental management initiatives should be taken
to improve the environmental concerns related to the business and also improving
risk management, enhancing quality, increasing innovation and new product
development and strengthening brand image (Davies & M. Konisky, 2000).
Sustainability Mile stone Target Period to achieve Low consumption of energy: By
using energy for heating and increase efficiency cooking Generating Solid Waste:
Reduce solid waste generation by using recycle packing. Water Pollution: Reducing
water pollution by using filters. Water emission: Reduce water usage by 60-70% 4-6
months 4-6 months
40% less
60%
2-4 months
60-70%
4-6 month
increasing efficiency
Market research
We used questionnaire to analyze market, we did research by interviewing 20 people
working in different corporates in Gurgaon.
NAME
QUALITY VALUE FOR MONEY SERVICE MENU SELECTION PORTION SIZE MENU SELECTION MENU
VARIETY
Rajiv Sharma and Sonia Malik Tushar padalkar and Shalini Grover Rosy marry and
Gaurav Malhotra Neerja Chawla and shagun sood Gushlan madan and Ramkrish an tandon
Rahul Tomar and Ha
FAIR
GOOD
AWFUL
POOR
FAIR
FAIR
NA
GOOD
FAIR
GOOD
GOOD
AWFUL
GOOD
GOOD
FAIR
FAIR
GOOD
FAIR
GOOD
FAIR
AWFUL
FAIR
FAIR
FAIR
AWFUL
FAIR
GOOD
FAIR
GOOD
FAIR
FAIR
FAIR
GOOD
FAIR
GOOD
GOOD
FAIR
FAIR
GOOD
FAIR
GOOD
FAIR
ASSIGNMENT 3
Page 19
Dhiyanes waran Harsh Aggarwal and Goel Nitin bhaskar and Jai GOOD anil GOOD

GOOD GOOD FAIR GOOD FAIR GOOD
GOOD
GOOD
GOOD
FAIR
GOOD
FAIR
Aggarwal
We did telephonic interview to all the above people working in different cooperate
companies such as Wipro Eco Energy,Genuine copier venturepvt ltd, India times,
Panche Global,Web Decorum etc in Gurgaon, with annual package of 6 lakh-8 lakh
depending upon there designations and work profile. The result of our market
research was we found that all the employee are facing problem in getting good and
healthy meals, as they are not able to have perfect meal sometimes it’s too spicy,
pathetic taste, not in good quality, even many times not enough ie less in
quantity. During research we came across people who are ready to pay more then what
they are paying if it’s worth it.
TARGET MARKET Our product and services is to meet our customers’ needs and desires.
We provide fresh, healthy, nutrition, homemade food prepared in our in house
kitchen in hygienic environment, which is delivered to your door steps totally free
with optional menu we also provide tea time snacks and have arrangement to provide
snacks for meeting or small gatherings at very economical prices, these all makes
it unique and different from others. We will be serving people who are staying away
from their home due to their work, to hosteller studies, working women. We target
to age group 20-40 males and females working in corporates having yearly package
around 7 to 8 lakh,
as many of them are single working in day or night shifts are in habit of buying
readymade food instead of preparing it at home In The initial of our business we
assume 100 meals per month per person ie two meals per day. There by every month we
target to have about 10,000 meals and yearly we target to achieve 1, 20,000 meals.
According to the (census of India in 2001), the population increase was about 44.15
percent as compared to 1991. In 2011, Gurgaon had population of 1,514,085 of which
male and female were 817,274 and 696,811 respectively. In 2001 census, Gurgaon had
a population of 870,539 of which males were 470,504 and remaining 400,035 were
females. As per 2001 there was 73.93 % of population change recorded. There are
more than 60,000 multinational companies in Gurgaon and are growing every year.
Many new food entrepreneurs entering in the market, they are using internet to take
orders and offering healthy and tasty tiffins to customers. During our survey we
interviewed people working in Gurgaon, relaying on that about 80% of them have
meals from pizza hut, KFC, local dhabas but they miss homemade food, as they know
the food they are eating is not having proper nutrition and it’s not healthy,
considering all above we offered our tiffins service its completely homemade food,
healthy, fresh, hygienically prepared, full of nutrition’s and above all we free
delivery to your door steps. As we are preparing food in our in house kitchen and
provide fresh homemade food as compare to others in the market which definitely
will rocket our growth and will be able to bring our tiffin service to pinnacle. As
an entrepreneur we understand that finding the "white spaces" and driving
innovation to identify and fill unmet needs and capitalize on new markets is the
key to growing faster than the market and enjoying superior margins. We goal to
meet and wants of our customers and deliver the desired satisfaction more
effectively and efficiently than competitors do. The economy of Gurgaon is affected
by its outsourcing and off shoring services that contribute the most towards.
Professionals from all across India come to Gurgaon in search of jobs and
livelihood. To reach the zenith in sales we targeted the hub of cooperates ie
Gurgaon, private
ASSIGNMENT 3
Page 21
offices , banks, government departments as their we have people staying away from
home due to jobs or higher education and in most of the families both husband and
wife are working. The total current population of Gurgaon is 17, 43,209, where the
ration of male: female is 8, 17,274:6, 96,811 respectively. We target age group of
20-40 years, they are from high status families well educated almost 90% of them
are MBA or Engineers. The literacy rate is about 84.4% of people living in Gurgaon
and Delhi. The attitudes towards the market is if it’s worth they don’t mind
spending 5/7rs extra or more.(census 2011)
MARKETING STRATEGIES:
To drive our business to your door we will be opting multitude of ways:
Networking:-We will meet HR persons in corporate offices to cultivate relationship,
provide them free samples of our food to taste and give referrals to other members.
Referrals:-We will ask for the referrals from our satisfied customers, we will tell
them about ideal customers is and ask for their help in expanding our customers.
Newsletters:-Through newsletters we will be able to keep our business name in front
of our customers and prospects in which we will information about our products and
services. Offer a guarantee:-We offer 101% guarantee that our products and services
will satisfy your needs and desires, first come and taste if you like it then go
for it. We even have open access to our in house kitchen if you have any concerns
regarding hygiene and quality. Advertising:-we will have our own website, will
provide ads in magazine, newspapers, air on FM at least twice, contact our local
cables to give commercials of our products.
There are many other ways to market our product and generate business but initially
we opted these as they low cost options and provide good start for our business.
ASSIGNMENT 3
Page 22
Customer management:
From our marketing database our goal is to keep customers participating in our
products and services for a life time for this we need to follow system of fish
which means first in still here. Our first step will begin with acquisition by
finding our first time buyers and converting them to be regular customers following
to this our next step is migration ie they will praise our product and refer
customers to us. To keep our customers coming back we will have unbeatable products
and services, we will provide discounts, gifts and even some complimentary food
item on special occasions. We would develop trust if customers trust you they will
surely come back to you, by showing appreciation to every customers by sending
congratulation or birthday cards from the company, by knowing our regular and best
customers more over treat them the best of all, in today’s high speed world we try
to keep it simple than our competitors to buy our products. By finding what our
customers want, when, listening to their complaints and try to provide on time. We
provide customers services so that we can know the quality of service they expect
and provide avenues for customers feedback so that we can provide improved products
and services.
Customer Demographic Profile:
The people looking for a satisfying, affordable, and hygienic homemade lunch or
dinner.
• Age: 20 – 40 • Gender: Men and Women • Locations: Gurgaon (NCR) • Income Level:
Rs.600,000 (AUD) per year, or approximately Rs.50,000 (AUD 600) per month or more
• Occupations: Professional (bank or Corporation), Students
Sales & marketing objectives
Avneet kaur and Reshma, both will be working as a sales and marketing objectives,
we decided to go with smart approach which means setting specific, measurable,
achievable, realistic and time specific objective. Specific:-We will target to
understand what our customer’s preferences and calculate our maximum sales volume.
Measurable:-our current target is to have 50 meals per day but by the end of the
year we target to have more than 500 meals per day. Achievable:-In The intimal
stage we targeted only 50 meals per day which is quite small amount as compare to
the market in which we are going to start out business, so starting from small
number will be easy to maintain our finances and achieve our targets with no
compromises in quality. Realistic:-We have sufficient employees and resources to
meet the set objective in the starting later with expansion we will hire people
according to our requirements. The objective is realistic as the market is easy to
access. Time specific:-We targeted to achieve 100meals per day and by the end of
year around 500 meals per person; a regular update will be measured on monthly
basis to track our progress.
Unique selling position
We are better than others in same business as we provide homemade, fresh, healthy,
hygienic food above that we have lowest price, free delivery to your door step and
variety of menu. Our
ASSIGNMENT 3
Page 24
product will surely succeed in the market as we provide fresh and homemade style
food with no quality compromise.
Sales & distribution channels
Channel type
Products/services
Percentage sales (%)
of Advantages
Internet
Meals for lunch and dinner.
70 %
These
are
easy,
convenient and fast Door step delivery Shop front Telephone Snacks for small
gatherings to use in a hectic schedule.
S.W.O.T. analysis Strengths • Reputation in Marketplace. • • • • • Homemade food

Enriched with nutrition’s Fresh and healthy High supply radius In House kitchen
Weaknesses • • • • Fragmented market Scattered Players Largely unorganized segment
Lack of awareness among
consumers
OPPORTUNITIES • Well established position with
THREATS • Difficulty convincing cost-
a well-defined market niche. •

ASSIGNMENT 3
conscious consumers to spend on quality in –home catered meal.

Page 25
Increase number of working

couples who don’t have time to cook meal. • Growing interest in healthy,

•
Growing cost of employee
benefits which contributes to increased product prices. • Competition from

restaurants
organic ingredients. • Growing number of consumers
offering home or business. • Indirect competition from
opting to eat in. • Growing demand for high
expanded takeout sections at local grocery shop.
quality takeaway food. • Increased demand for business
catered. • Acceptance of the internet as a and customer service
marketing medium.
Competitors:
We rate our business many time better than anybody in the same business as many of
them are providing fast-food which is frozen and not good for health, In our
research survey we found people are not happy and satisfied with the type of
food/meals they are having. On all when we proposed our product in front of them we
got good respond and even there was a good number of people who were interested in
switching from their routine meals to homemade meals provided by our tiffin service
We can improve our business by providing better service to customers which can
easily attained by building up relationship, be polite, respond to customers
complaints quickly and calmly, even by providing faster delivery, favorable opening
hours, online ordering, our website is more simpler and quicker, government
approved licensed, having variety of meals
ASSIGNMENT 3
Page 26
Competitor details Competitor

NO. Branch Of Market share Value to customers (%) 35% They serve the best quality
of food and dining experience with full nutritional
Established date
Pizza hut
1958
480+
McDonalds
1996
250+
40%
They
provide
high
quality products, served quickly with a smile, in a clean and pleasant environment
at an
affordable price. Dominos 1995 500+ 25% To bring fun, happiness and convenience to
lives within 30 minutes to door steps.
ASSIGNMENT 3
Page 27
The Finance
Key objective and financial review Objective: - The main objective is to maintain
triple A credit and to manage low level of debts.
Capital required:
Total budget is $60,000, remaining $3,630 we will keep as safety budget for uneven
expenses. We have four team members each would be donating $15000 each as personal
fund. This will charge us no interest rate. ASSUMPTIONS: The below mention
financial tables are based on some set of assumptions: 1. Due to the fluctuation of
international currency we have keep 50 INR is equal to $1 AUS. 2. Some of the
adjustments are seasonal. 3. Price is based on Indian market and is kept as average
possible price.
ASSIGNMENT 3
Page 28
Startup cost Table:START-UP COSTS

Cost ($)
$100 $150 $300 $500 $12,000
Registrations Business name Licences Permits Domain names Trade

marks/designs/patents vehicle More… Membership fees Accountant fees Rental lease
cost (Rent advance/deposit) Utility connections & bonds (Electricity, gas, water)
Phone connection Internet connection Computer and software Wages Stock/raw
materials Insurance Building & contents Business assets Business revenue Printing
Stationery & office supplies Marketing & advertising More… Total start-up costs
$500 $2,000 $300 $10 $10 $400 $2,000 $10,000 $1,500 $1,000 $25,000
$100 $1,000 $56,870
ASSIGNMENT 3
Page 29
PROFIT & LOSS FORECAST
Sales less cost of goods sold More… Gross profit/net sales Expenses Accountant fees
Advertising & marketing Motor vehicle expenses other occupancy cost inventory
Insurance Income tax website Wages (including PAYG) More…

1,96,000
[Year 1]
[Year 2]
$696,000
[Year 3]
$936,000
Year 1 $0
Year 2 Year 2 $696,000 $936,000
$500 $2,500 $10,600 $17,115 $88,000 $4,200 $300 $32,860 $3,548
$1,000 $2,750 $15,100 $23,435 $225,000 $4,900 $122,061 $400 $52,600 $4,632
$1,100 $3,600 $17,880 $27,300 $331,000 $5,400 $161,984 $450 $61,700 $1,620
Total expenses NET PROFIT
$159,623 -$159,623
$451,878 $244,122
$612,034 $323,966
In profit and loss which is supported by cash flow forecast , we would be having
certain expenses like wages , inventory, cleaning and other operating overheads. We
have obtain the above data personal industry experience and charges from a friend
Tarun Jain, who is working as manager in Gordhan Caterers, India. (+919537633316-
contact number). Charges are as per number of meals. Monthly Meals* customers *per
dish price.
ASSIGNMENT 3
Page 30
Current assets Cash Petty cash Inventory Fixed assets Leasehold
Renovations/improvements Furniture & fitout Vehicles Equipment/tools Computer
equipment More… Total assets Current/short-term liabilities Income tax assets
purchase expense Long-term liabilities vehicle purchase on loan More… Total
liabilities NET ASSETS
BALANCE SHEET FORECAST

[Year 1]
$3,000 $630 $10,000 $25,000 $1,000
[Year 2]
$244,122 $0 $13,000 $20,000 $1,100 $1,000 $1,000 $10,800 $300
[Year 3]
$323,966 $26,000 $30,000 $1,200 $2,000 $14,800
$12,000 $400
$52,030
$0
$291,322
$122,061
$397,966
$161,984 $10,000 $4,000
$0 $52,030
$122,061 $169,261
$175,984 $221,982
For the first year after deducting all expenses and the amount of investment done
we make very less profit. as per the income tax rule in India basic income should
be 4,000 a year to pay income tax (2,00,00 INR), As we are four partners and the
amount of profit we make is very low for the first year, therefore we won’t be
paying tax for the first year and for the 2nd year and third year we would be
paying 30% of tax.
ASSIGNMENT 3
Page 31
References
Davies, T., & M. Konisky, D. (2000). Environmental Implications of the Foodservice

and Food Retail Industries. Washington: Resources for the Future. Industry
Directions, I. (2000). Managing Business Risk in the Food and Beverage Industry.
California: Sage. Read, K. (2012). Using Knowledge Mobilization to Raise Awareness
and Understanding about the National Student Food Charter. Food Security , 1-11.
Reuters, 2013. CPI inflation slows to 9.39 percent in April, New Delhi: Reuters.
Tejaswi, M. J., 2013. Unemployment rate in India to go up: Kelly Services, The
Times of India. Gurgaon Map. 2013. Gurgaon Map. [ONLINE] Available at
:http://www.mapsofindia.com/maps/haryana/gurgaon.htm. [Accessed 02 June 2013].
Delivery Restaurants in Gurgaon - Zomato. 2013. Delivery Restaurants in Gurgaon -
Zomato. [ONLINE] Available at :http://www.zomato.com/ncr/restaurants/gurgaon?
category=1. [Accessed 02 June 2013]. Restaurants in Gurgaon | Local Restaurants in
Gurgaon - Food Online. 2013.Restaurants in Gurgaon | Local Restaurants in Gurgaon -
Food Online. [ONLINE] Available
at: http://justeat.in/gurgaon-restaurants. [Accessed 02 June 2013]. National

Restaurant Association of India. 2013. National Restaurant Association of India.
[ONLINE] Available at:http://www.nrai.org/ind_updates.asp?id=4. [Accessed 02 June
2013]. 2013. . [ONLINE] Available at: http://www.caalley.com/art/art12_0218.pdf.
[Accessed 02 June 2013].Census, (2013). Population of India: Gurgoan population ,
indiaonlinepages.com. 2013. . [ONLINE] Available
at:http://www.indoanlinepages.com/population/gurgoan-population.html. [Accessed 02
June 2013]. Delhi capital. Customers demographics,delhi-location. Gurgaon customer
demographics://www.delhicapital.com/delhi-locations/gurgoan.htm
Cesus, (2011). Analysis 225 district gurgaon/ analysis-
http://www.census2011.co.in/census/district/225-gurgaon.html laura lake,(2012).To

developmarketinstrategy., prehall.com. 2013. prehall.com. [ONLINE] Available
at:http://www.prehall.com/marketing/armstrong/3818701p1-33.pdf. [Accessed 02 June
2013].http://www.ibef.org/download/PizzaHut.pdf Kfc Swot Analysis - Term Papers -
Michaelrosslee. 2013. Kfc Swot Analysis - Term Papers Michaelrosslee. [ONLINE]
Available at:http://www.studymode.com/essays/Kfc-Swot-Analysis193361.html.
[Accessed 02 June 2013].
About Us :: McDonalds India. 2013. About Us :: McDonalds India. [ONLINE] Available

at: http://www.mcdonaldsindia.com/aboutus.html. [Accessed 02 June 2013].
ASSIGNMENT 3
Page 33
APPENDIX:-
Cash out
Inventory (Stock)
Stock purchases Other Cost of Goods

Total Cost of Goods General & Administrative $0
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,0
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$9,000
$10,
Accounting/Legal/Consultant fees Office Supplies License fees Business insurance

Etc.
Total General & Administrative Marketing & Promotional $30
500 30 30 30 30 30 30 30 30
1,500
$2,030
$30
$30
$30
$30
$30
$30
Advertising Promotion - General Promotion - Other

Total Marketing & Promotional Operating Expenses $0 $1,000 $0 $0 $500 $0 $0 $0
1,000
500
Newspapers & magazines Laundry/dry cleaning Cleaning & cleaning products Equipment
hire Etc.
Total Operating Expenses
4 30 40
4 30 40
4 30 40
4 30 40
4 30 40
4 30 40
4 30 40
4 30 40
$74
$74
$74
$74
$74
$74
$74
$74
Motor Vehicle Expenses
Fuel Vehicle service costs Tyres & other replacement costs
500
500 150
500
500
500 150
500
500
500 150
1,500
ASSIGNMENT 3
Page 34
Insurance
Total Motor Vehicle Expenses Website Expenses

2,000
$500 $2,650 $2,000 $500 $650 $500 $500 $650 $
Domain name registration Hosting expenses etc

Total Website Expenses $0 $300 $0 $0 $0 $0 $0 $0
300
Employment Expenses Permanent
Salaries/Wages PAYE Other - Employee Benefits work cover insurance Recruitment

costs
Total Perm. Employ Exp
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,5
30
30 700
30
30
30
30
30
30
$2,530
$3,230
$2,530
$2,530
$2,530
$2,530
$2,530
$2,530
$2,
Occupancy Costs
Electricity/Gas Telephones Rent Repair & maintenance Waste removal Water Etc.
Total Occupancy Costs
150 40 1,000
175 40 1,000
200 40 1,000
225 40 1,000
250 40 1,000
275 40 1,000
300 40 1,000
325 40 1,000
1,0
30 70
30 70
30 70
30 70
30 70
30 70
30 70
30 70
$1,290
$1,315
$1,340
$1,365
$1,390
$1,415
$1,440
$1,465
$1,4
ASSIGNMENT 3
Page 35
2ND YEAR Total monthly cash in

$0 $0 $0 $0 $0 $0 $0 $0
Cash out (record when actually paid)

Inventory (Stock)

Total Cost of Goods
13,000
14,000
15,000
16,000
17,000
18,000
19,000
20,000
21,0
$13,000
$14,000
$15,000
$16,000
$17,000
$18,000
$19,000
$20,000
$21,0
General & Administrative
Credit card commission Accounting/Legal/Consultant fees Office Supplies Business

insurance
1,000 32 32 1,700
$2,732 $32 $32 $32 $32 $32 $32
32
32
32
32
32
32
Promotion - General Promotion - Other

Total Marketing & Promotional Operating Expenses $0
1,100
$1,100 $0 $0
550
$550 $0 $0 $0
Newspapers & magazines Laundry/dry cleaning Cleaning & cleaning products Equipment
hire Etc.
Total Operating Expenses Motor Vehicle Expenses
5 32 42
5 32 42
5 32 42
5 32 42
5 32 42
5 32 42
5 32 42
5 32 42
$79
$79
$79
$79
$79
$79
$79
$79
Fuel Vehicle service costs

800
800 200
800
800
800 200
800
800
800 200
ASSIGNMENT 3
Page 36
Tyres & other replacement costs Insurance

2,000 2,200
$800 $3,200 $2,800 $800 $1,000 $800 $800 $1,000
$8
Hosting expenses
Total Website Expenses Employment Expenses Permanent $0
400
$400 $0 $0 $0 $0 $0 $0
Salaries/Wages work insurance Other - Employee Benefits

Total Perm. Employ Exp
4,000
4,000 1,000
4,000
4,000
4,000
4,000
4,000
4,000
4,0
50
$4,050
50
$5,050
50
$4,050
50
$4,050
50
$4,050
50
$4,050
50
$4,050
50
$4,050
$4,0
Occupancy Costs
350 50 1,100
350 50 1,100
400 50 1,100
400 50 1,100
450 50 1,100
475 50 1,100
500 50 1,100
550 50 1,100
1,1
35 70
$1,605
35 100
$1,635
35 130
$1,715
35 160
$1,745
35 200
$1,835
35 230
$1,890
35 260
$1,945
35 300
$2,035
$2,1
ASSIGNMENT 3
Page 37
3RD YEAR
Cash out
Inventory (Stock)

Total Cost of Goods
27,000
27,000
27,000
27,000
27,000
27,000
27,000
27,000
$4,000
27,0
$27,000
$27,000
$27,000
$27,000
$27,000
$27,000
$27,000
$31,000
$27,0
General & Administrative
Accounting/Legal/Consultant fees Office Supplies Business insurance Etc.

1,100 33 33 2,000
$3,133 $33 $33 $33 $33 $33 $33
33
33
33
33
33
33
Advertising Promotion - General Promotion - Other Etc.

Total Marketing & Promotional Operating Expenses $0 $1,300 $0 $0 $1,000 $0 $0 $0
1,300
1,000
Newspapers & magazines Laundry/dry cleaning Cleaning & cleaning products Sundry
supplies Equipment hire Etc.
Total Operating Expenses Motor Vehicle Expenses
5 35 45
5 35 45
5 35 45
5 35 45
5 35 45
5 35 45
5 35 45
5 35 45
$85
$85
$85
$85
$85
$85
$85
$85
Fuel
1,000
1,000
1,000
1,000
1,000
1,000
1,000
1,000
1,0
ASSIGNMENT 3
Page 38
Vehicle service costs Tyres & other replacement costs Insurance Registrations

220 2,200 2,300
220
220
$1,000
$3,520
$3,200
$1,000
$1,220
$1,000
$1,000
$1,220
$1,0
Domain name registration Hosting expenses etc

Total Website Expenses Employment Expenses Permanent $0 $450 $0 $0 $0 $0 $0 $0
450
Salaries/Wages PAYE Other - Employee Benefits work insurance

Total Perm. Employ Exp Occupancy Costs
5,000
5,000
5,000
5,000
5,000
5,000
5,000
5,000
5,0
50
50 1,100
50
50
50
50
50
50
$5,050
$6,150
$5,050
$5,050
$5,050
$5,050
$5,050
$5,050
$5,0
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
1,0
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
$2,2
ASSIGNMENT 3
Page 39

Victoria University Business Plan-Happy Tiffin Assignment-3 Ronak Purohit - 4111546 Reshma Rehmanrohit Joshi-3876450 Avneet Kaur-4115588

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VICTORIA UNIVERSITY

Business Plan- Happy Tiffin

RONAK PUROHIT- 4111546 RESHMA REHMANROHIT JOSHI-3876450 AVNEET KAUR-4115588

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Product/Service Corporate Catering Service

Description Lunch & Dinner Menu and price will fix

Price Rs 70/- each

according to the client’s choice Menu and price will fix

and selected menu Minimum 50

according to the client’s choice

dishes and as per selected item

Minimum dishes Rs 70/- each

VAT (Value Added Tax) :

www.happytiffin.com if that is available. We will be hiring a developer to create

Business Plan- Happy Tiffin

Reshma (Sales Manager)

Avneet (Marketing Manager)

Cherie (Operation Manager)

Manage the outsource website developer

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Name Ronak Rajpurohit

Skills or strengths Master in Accounting and finance. 5 years’ experience in food

Administration. 3 years’ experience in operation.

Bachelor of commerce. 4 years’ experience sales field. Bachelor of commerce. 4

Job Title Chef

Skills necessary At least 2 years’ experience.]

At least 6 months experience. At least 2 years’

Delivery boys. Drivers 7

experience and should hold valid driving license.

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

viewed negatively by the customers

determine which items are ordered by the

Happy Tiffin, a thorough investigation will be done related to the affordability,

customers’ preference for menu before expanding into other areas.

Economic Risk - economic risks involve increased rate and

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Consistent delivery of fresh, reliable and high quality product in accordance to

Achieving and maintaining full compliance of safety standards for food,

Customer satisfaction matching with cost (Industry Directions, 2000). Page 17

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Customer Demographic Profile:

Business Plan- Happy Tiffin

Sales & marketing objectives

Unique selling position

Business Plan- Happy Tiffin

Sales & distribution channels

Percentage sales (%)

Meals for lunch and dinner.

S.W.O.T. analysis Strengths • Reputation in Marketplace. • • • • • Homemade food