Arab Academy For Science & Technology & Maritime Transport College of Management & Technology

[Type here] [Type here] “ Make your own Potato ”
Arab Academy For Science & Technology &

Maritime Transport College Of Management & Technology
Name Registration No.

Gihad Elhag 16100925
Course Title: Feasibility Studies
Adham Gamei 16100295
Lecturer: Dr. Ashraf Salah
Marina Maged 16100643
Mr.kumpir
1
1-Introduction:
Here we are carrying out feasibility study for a potato truck called Mr. Kumpir which will be a
food truck introducing a new way for enjoying eating potatoes in different shapes with a unique
taste .
People these days are interested in eating simple small snacks rather than eating heavy
meals , well Mr. kumpir would be the perfect answer for them as they could just grab it
whenever they want and head off to whatever they were doing without wasting their time .
This would be a first of its kind experience that would take your senses across the Mediterranean
to Istanbul . . We offer Kumpir potato which is a baked potato well cooked, and has a fluffy
interior and a crisp skin. It will be served by adding anything from green and black olives,
chopped capsicum, onions, scallions, corn, peas, pickles, lentils, carrots, hot-dog slices, butter,
cheese, sour cream, gravy , ground meat , or even chicken .
Kumpir is a typical street food sold mainly in Ortaköy , Istanbul . The name is said to be
originated from the word “ Kumpir “ meaning potato .
Also we will serve other mouthwatering snacks as our famous French fries topped with our
signature cheesy sauce, our highly recommended fried sweet potato and finally our desert which
is baked sweet potato topped with melting Nutella with a sprinkle of cinnamon just to give you
the perfect ending to your delicious meal at our food truck
This report is to measure the validity of a proposed project which focuses on reflecting the
Turkish culture and our culture in the kind of food we’ll serve but with a specific unique design
that guarantee our customers the best quality and service offered to them .
Mission
Presenting Mr. Kumpir ,to all people, who are willing to invest and have their own business,
with its low cost investment, high return, easy to operate business model.
Vision
2
Our vision is to Share the love of potato by offering the best tasting Mr. kumpir to all of the
potato lover and gain their trust in our new product. Also we aim to provide quality products &
services that consistently exceed our customers’ expectations.
2-Location:
adderss :
Near mustafa kamel WA bolkli , sidi gaber, alexandria governorate
3
:Legal-3
4
‫]‪[Type here‬‬ ‫]‪[Type here‬‬ ‫” ‪“ Make your own Potato‬‬
‫السجل التجاري‬ ‫‪‬‬

‫بطاقة ضريبية‪.‬‬ ‫‪‬‬
‫شهادات صحية للعاملين‪.‬‬ ‫‪‬‬
‫رخصة مزاولة النشاط‪.‬‬ ‫‪‬‬
‫عقد شراكة بين االطراف‬ ‫‪‬‬
‫‪The legal procedures for making those documents are :-‬‬
‫المرحلة االولي هي تأسيس عقد الشركة عند أحد المحامين واالوراق المطلوبة في هذة المرحل‪ff‬ة هي ص‪ff‬ورة للبطاق‪ff‬ة‬ ‫‪‬‬
‫من كل فرد من الشركاء‪ ،‬وصورة عقد ايجار المحل‬
‫المرحلة التالية استخراج بطاقة ضريبية من مكتب مأمورية الض رائب الذي يقع في دائرة المحل المطل‪ff‬وب مزاول‪ff‬ة‬ ‫‪‬‬
‫النشاط فية واالوراق المطلوبة في هذة المرحلة هي ايصال نور‪ ،‬صورة بطاقة لك‪ff‬ل ف‪ff‬رد من الش‪ff‬ركاء‪ ،‬وص‪ff‬ورة من‬
‫عقد االيجار للمحل وصورة من عقد الشراكة بين الشركاء او االطراف‪ .‬مع كتابة استمارة اختيار بدء النشاط‪.‬‬
‫المرحلة التالية هي استخراج السجل التجاري من الغرفة التجارية واالوراق المطلوبة هي عقد الش‪ff‬ركة من المح‪ff‬امي‪،‬‬ ‫‪‬‬
‫والبطاقة الضريبية وصور بطايق الشركاء‪.‬‬
‫وبعد ذلك تقديم مل‪f‬ف للحي واالوراق المطلوب‪ff‬ة هي البطاق‪ff‬ة الض‪f‬ريبية‪ ،‬الس‪f‬جل التج‪f‬اري‪ ،‬وعق‪f‬د الش‪f‬ركة الس‪f‬تخراخ‬ ‫‪‬‬
‫رخصة مزاولة النشاط من الحي‪ .‬من اجاراءات رخصة التشغيل هي رسم هندسي للمهندس المدني‪ ،‬اش‪ff‬تراك تأمين‪ff‬ات‬
‫صاحب العمل‪ ،‬عقد االيجار؛ موافقة الدفاع المدني و هي اشرطات االطفاء‪ ،‬موافقة و معاينة البيئة‪ ،‬صورة من السجل‬
‫التجاري و صورة من البطاقة الضريبية‪.‬‬
‫المرحلة االخيرة هي استخراج شهادات صحية للعمال من مكتب الصحة الذي يقع في دائرة المحل‬
‫‪4-Cultural Study‬‬
‫‪Egyptian culture doesn't oppose to the idea of food on the contrary Egypt is not only famous‬‬
‫‪for its ancient monuments, culture and revolution, but also famous for its great food. Egyptian‬‬
‫‪food is a mixture of all the different civilizations that came to Egypt in the history of its‬‬
‫‪5‬‬
existence. Nowhere in the world will you be able to taste so many cultures in one plate. The only
thing Egyptians never stop doing is eating whether if there is revolution or an economic
distortion like inflation or even war. Lately Egyptians always welcome any new creative ideas
when it comes to food.
In Egypt, the fast food industry has boomed in the past two decades. People are always looking
forward to the guilty pleasure of trying foreign recipes and because in Alexandria going out or
having fun mostly revolves around food. People are usually interested to go to places where the
food is good and the prices are convenient. Therefore putting all these requirements in our plan
we are certain that Mr Kumpir will be a hit.
5-Religious study:
This truck will follow all the religious terms according to the Islamic law which means that all
the products will be halal, Mr. Kumpir will not serve anything that is opposed to any religion
either Muslim or Christians will follow all the religious terms which are the two dominant
religious in Alexandria which means that all products will be halal.
Our staff will be clean with any ingredients they use on the food we will work according to the
rules and regulations associated with the health plus administration to ensure the safety of our
customers.
6. Marketing study
6
Segmentation Segmentation Segmentation Targeting

Categories Variables Profiles
Geographic cities Akexandria Alexandria

Cairo
Other regions
Demographic Income level High level income High level Income

(Over15,000) &
Upper mid-level Upper Middle Level
(10000-15,000) Income
Middle level
(5,000-10,000)
Low level
(Under 5,000)
Behavioral Consumption level • Daily weekly & Monthly

• Weekly
• Monthly
• Occasionally
Psychographic Life state • Energetic Potato lovers
• Athletics
• Healthy lovers
• Potato lovers
6.1 Market Segmentation
Age:
7
 Under 18
 18-30
 Abover 30
Age is an irrelevant point in demographic as we will target all ages. And the targeted age is from
18-30 and above 30 as they are the most age groups interested in MR. Kumpir .
Gender
 Men
 Women
We will target both segments. Both of them are into Mr. Kumpir and can eat it in different ways.
More of the age group (18-30) of men and women will visit the restaurant more frequently as
they hang out more.
Income
 High level income

 Upper middle income
 Middle income level
 Low income level
We will target both high income and upper middle income levels our location and prices are
considered suitable for upper middle-income level. And most of Alexandria residents can afford
to pay for our hawawshi so more sales will be formed from such income levels
Geographic
8
 Alexandria
 Cairo
 Other regions
We will target those who live in Alexandria
Social class
 High level class

 Upper middle class
 Middle class
 Low class
The targeted social class will be high-level class and upper middle class.
6.2 Marketing mix:
Product:
A product can be either a tangible good or an intangible service that fulfills a need or want of
consumers. Whether you sell custom pallets and wood products or provide luxury
accommodations, it’s imperative that you have a clear grasp of exactly what your product is and
what makes it unique before you can successfully market it. As for the product of Mr. Kumpir ,
Mr. Kumpir offers the most popular traditional food in the Turkish market food and all over The
world , with superior quality and services, trying to satisfy the majority of potato lovers that
have a great devotion to potato with all its varieties, Baked potato is the key product of Mr.
Kumpir and product quality is essential for the success of the business. In order to ensure
product our shop will emphasize cleanliness and sanitation, use of quality ingredients, and we
9
will be sure all our products are properly backed. Innovation is an important factor in the growth
and success of the shop. Mr. Kumpir will start by offering a variety of options, from backed
potato that have a good customer base like what you want to put to more products like French
Fries, sweet potato with different kinds of toppings that will appeal to all tastes. However to
grow as a business it is important for Mr. Kumpir to innovate their product. To do so, we will
continue to develop and test new recipes for new flavors of new things that will added on the
menu. Doing so will allow the shop to have more variety to offer and possibly attract new
customers.
Place:
Mr.Kumpir will open a single shop in an eating hotspot in Tivoli dome. Although we are
beginning as ones hope our objective is to continuously grow. In order to do this the shop will
slowly open more of the same shop in Alexandria and in the north coast in the summer. The
internet is an extremely efficient way to establish customer awareness. We will develop a
Facebook page that will have a clear description on where the shop is exactly located and a map
with directions for anyone who is interested in visiting us.
10
11
12
Price:
After Mr kumpir first opens its objectives will include strong market share, survival, and return
on investment. Achieving these will eventually allow the business to become more profitable.
Keeping these goals in mind we will choose prices which are competitive with the industry.
Doing so will help Mr kumpir stay in business with prices that are not high over competitors
and not below market price. By doing this the business will be able to receive income while
remaining competitive. As a result these prices will result in strong market share and survival
which will generate income that will then be able to be used to pay return on investments, cover
13
costs and in time, receive profits.
14
15
16
17
Promotion:
Promotion objectives of Mr. Kumpir will consist of creating consumer awareness generating
interest and desire and moving the customer to make the purchase. Strategies for making
consumers aware the shop will include advertising and hosting a grand opening which will have
free samples of the tasty treats this will lead to consumers’ interest and desire. As customers try
the delicious delights, they will be less hesitant about making a purchase. Having a facebook
page will also help, it will include all the updates of our current and new upcoming products, we
will also distribute fliers in the areas where we want to target customers and our menu will be
available .
18
19
Peo
20
ple:
'We will treat our customers as we treat one another, with respect and dignity.'
Mr. Kumpir will support the concept “we are not employees, we are partners” because we
passionately share common goals and mutual success, as we realize that “happy customers” start
with “happy staff”. We will spend a lot of time and effort to train our staff, to go through frying,
tasting, serving, tasting (staff must know what to advise the customers when they are confused
with making a choice) and communication skills. We are aiming for creating a feeling of
neighborhood and home warmth, where everyone is happy to see us .
6.3 Competitive analysis:
Shop Strengths Weaknesses

The truck Main product truck sandwiches High price strategy
Marketing camping Weak marketing
Nos fino Monopoly is street food Doesn’t target all types of

Alot of branches sandwishes
Variety of floavors Slow delievery
Most famous and available
place for street food
Burger spot Main product burger High pricing strategy
Located at a good place Slow service
Target only class a
Potasto Main product jacket potato Not a good place

Customer loyalty No flavors
Weak marketing strategies
therefore not known enough
21
22
6.4 SWOT Analysis:
Strength: Weakness:
 Attractive location  No delivery service

 Parking Access  No Variety Products
 High Quality
 Selected Employees
 Product Innovative
 Reasonable Price
Opportunity: Threats:
 Changing lifestyle  People don’t understand my product

 Limited number of direct competitive  Introduction to new Potato Stores.
 Expanding our truck and making it a
franchise.
23
Strength
Attractive location:
The location of our truck is in a crowded place and right by the sea and that makes our truck in a
unique spot as customers can enjoy a beautiful view especially in the sunset.
Parking Access
The truck is located in a place where it has a private parking, you can easily park your car and
never worry about not finding a spot. Even if the parking is crowded, there are some people
who will guide you to find the right spot.
High Quality:
The potato will be well washed , cleaned and checked twice before using it, also the ingredients
that we will be using is healthy and people love.
Selected Employees:
Our employees will be well trained and organized, also an experience will be necessary for
hiring. Their goal will be delivering the best taste and shape for our product.
Product Innovative:
Our product will be the newest trend in our culture and the most creative healthy food.
Reasonable Price:
Our prices wont be expensive and anyone could afford our prices, and also a lot of offers and
discounts will be issued.
24
Weakness:
No delivery service:
Our product must be eaten fresh and hot, and also the place declined our permission for parking
delivery motors in the parking.
No Variety Products
Our products are only based on potatoes and sweet potatoes, the varities will be concerned only
about the toppings.
Opportunity:
Expanding our truck and making it a franchise.
This truck will be the first truck to open for just healthy food and the idea of our food is new,
later we will work on expanding our truck, and maybe as well make it a franchise.
Limited number of direct competitive:
Our business is based on two products and that makes our business specified for potatoes and
sweet potatoes lovers.
Changing lifestyle:
Our business is only working on healthy food. That’s a motivation for people to start eating
healthy
Threats:
Introduction to new Potato Stores.
Because we are the first ones to come up with that idea, people may start copying our ideas and
opening new stores similar to us
People don’t understand my product
Because it’s a new product some lack of knowledge may lead to rejection.
25
6.5 Estimation of demand
1st approach:
N=850,000
Yes=98% No=2%
IDEA 67,000
833,000
Near = Far =
LOCATION 29.2%
70.8%
19564
589,764
Above 65
45-65
PRICE (9%)
(91%)
1,760
536,685
26
After the 123 surveys we have been distributing during the past weeks we decided to choose
three factors out of the whole survey which are the Idea, Location and Price.
Firstly, concerning the Idea Question which is (Do you like the idea?) we found that the people
who likes the idea are 98% out of the people who answered the survey who occupies 833,000
(850,000*98%) of the population while the people who said that they don’t like the idea are 2%
who occupies 67,000 (850,000*2%)
Secondly, the location question is (Mr. Kumpir is located in Tivoli Dome do you like the
location?) we discovered that the people who likes our location are 70.8% whom are equal
589,764 people (833,000*70.8%) as our N now is 833,000 on the other hand the people who
said that they don’t like the location are 29.2% and they occupy 19,564 out of 833,000 people .
finally, The price which reflects in question (How much are you willing to spend in an ice cream
shop) and to make it easier for counting we standardized that the people who are in range of 20
to 45 & from 45 to 65 EGP as (YES) and people who are in range of above 65 as (NO ) so we
found that 91% out of the people who answered the survey are willing to pay 45-65 EGP whom
are equal 536,685 while the people who are willing to above 65 are 9% whom are equal 1,760
people .
2nd approach
In order to estimate demand, we tried to take samples from the number of people being served in
ice cream shop like; TACOLD in different intervals of time during the day. We took close
numbers and tried to adapt them to our case in order to touch reality as much as possible.
27
Summer
Table
Time / Sunda Monda Tuesda Frida
Days y y y Wednesday Thursday y Saturday
12:00 -
3:00 2 3 7 6 13 10 10
3:00-6:00 10 13 10 12 15 23 10
6:00-9:00 9 8 11 13 20 30 20
9:00-12:00 15 22 15 26 65 60 50
Total 36 46 43 57 113 50 90
Total/wee
k 435
No. of
weeks 16
Summer
clients 6960
Winter
Table
Time / Sunda Tuesda Wednesda
Days y Monday y y Thursday Friday Saturday
12:00 -
3:00 5 3 5 6 13 10 10
3:00-6:00 10 3 10 10 15 23 10
6:00-9:00 10 8 15 14 20 20 20
9:00-12:00 15 10 15 20 50 50 50
Total 40 24 45 50 98 103 90
Total/wee
k 450
No. of
weeks 32
Winter
clients 14400
Ramadan table :
28
Time / Wednesda
Days Sunday Monday Tuesday y Thursday Friday Saturday
9:00 -
12:00 10 12 10 10 42 50 16
total/week 160
no. of
weeks 4
Ramadan
clients 640
1) Annual customers per year (K)

 K per year = 14400+6960+640 = 22,000
 K per month=22,000 /12= 1,833
 K per day = 22,000/ 365 = 60
 N = 850000
2) Pricing (X) we have only 1 (x) bar
After many observations we concluded that the average price of our products variance between
the prices 20 to 70 LE that’s mean that our X bar is 46
 X bar(1) = 45+45+50+50+55+60+60+60+70+65+15+20+20+25/14= 46
 Xbar(2)= 15+15+10+20/4 = 15
6.6 Tables of Estimated Revenues :
RX= (X bar* K) = 50*22,000 = 1,012,000
29
K = 22,000
40% 30% 30% 60%
K1= 22000*40% K1=22000*30% k1=22000*30% k2=22000*60%
=8,800 = 6,600 = 6,600 =13,200
Rx= (xbar1*k1)+ (xbar2*k2)
= (46*22,000)+(15*13200)
= 1,210,000.00 L.E
The following is the estimated revenues for the next 6 years by multiplying each X bar by its
corresponding percentage and by the annual demand for the first year and then concerning the
five following years we multiplied the growth rate by the expected revenues of the previous
year.
Year Formula Total

0 R0=Rx*6/12
605,000.00
1 R1=Rx 1,210,000.00
2 R2=R1*(1+11%) 1,343,100.00
3 R3=R2*(1+9.8%) 1,474,723.80
4 R4=R3*(1+9.4%) 1,613,347.84
5 R5=R4*(1+8.6%) 1,752,095.75
30
6 R6=R5*(1+8.2%) 1,895,767.60
Cash In
Year Revenues in EGP

0 605,000.00
1 1,210,000.00
2 1,343,100.00
3 1,474,723.80
4 1,613,347.84
5 1,752,095.75
6 1,895,767.60
7. Technical study:
7.1 Initial costs:
item quantiy cost/u taxes total cost Rerference

legal cost
‫عقد ايجار المحل‬ 1 300 1 300 Mr. Ehab El Shreneny
‫اثبات تاريخ عقد االيجار‬ 1 150 1 150 Mr. Ehab El Shreneny
‫طاقة ضريبية‬ 1 100 1 100 Mr. Ehab El Shreneny
‫سجل تجاري‬ 1 400 1 400 Mr. Ehab El Shreneny
‫رسم شهادة الغرفة‬ 1 125 1 125 Mr. Ehab El Shreneny
‫التجارية‬
‫صحيفة النشر‬ 1 250 1 250 Mr. Ehab El Shreneny
31
‫مستخرج من السجل‬ 2 75 1 150 Mr. Ehab El Shreneny

‫التجاري‬
‫تصوير ورق‬ 1 100 1 100 Mr. Ehab El Shreneny
‫ملفات‬+‫الرسم الهندسى‬ 1 500 1 500 Mr. Ehab El Shreneny
‫ترحيص مداوله‬ 1 400 1 400 Mr. Ehab El Shreneny
‫تامهنهالحى‬
‫الدفتع المنى‬ 1 400 1 400 Mr. Ehab El Shreneny
‫الصرف الصحى‬ 1 200 1 200 Mr. Ehab El Shreneny
‫رخصه مصنوفات‬ 1 140 1 140 Mr. Ehab El Shreneny
‫شهادات صحية‬ 1 300 1 300 Mr. Ehab El Shreneny
‫التمنات المنشاه‬ 1 150 1 150 Mr. Ehab El Shreneny
‫التمنات العامل‬ 5 200 1 1000 Mr. Ehab El Shreneny
‫التمنات عقد العامل‬ 2 200 1 400 Mr. Ehab El Shreneny
lawyer's comission 1 4000 1 4000 Mr. Ehab El Shreneny
tatol cost 9065
Electronics*
container 1 45000 1 45000 BK engineering and
trading
fryer 2 2250 1 4500 el manshya
counter fridge 1 12000 1 12000 el manshya
(pizza)
counter fridge 1 10000 1 10000 el manshya
&Freezer
Grill 50x40 1 1350 1 1350 el manshya
Kitchen Filter / 3 2000 1 6000 el manshya
Hood
stove (4 eyes) 1 4500 1 4500 el manshya
kitchen sink 1 2500 1 2500 el manshya
fridge 70*80 1 3500 1 3500 el manshya
Electronic Plug 1 150 1 150 el manshya
Connector (4
sockets)
32
kitchen oven (6 1 4500 1 4500 el manshya

lyers)
cash printer 1 2750 1 2750 el mataheda
cashier system 1 3000 1 3000 el maram lel anzema
cashier screen and 1 10000 1 10000 el maram lel anzema
box
paper roll for the 4 6 1 24 el mota7eda
printer
total cost 109774
Furniture*
Tables 60x60 6 650 1 3900 el manshya
standard chairs 24 250 1 6000 el manshya
tashteeb kahrba 1 20000 1 20000 el manshya
tashteeb sebaka 1 9000 1 9000 el manshya
tashteeb boya 1 10000 1 10000 el manshya
tashteeb ardya 1 15000 1 15000 el manshya
stain steel wall 1 15000 1 15000 el manshya
staircasy steel 1 5000 1 5000 el manshya
LAKENE 3 50 1 150 el manshya
spotlight
Umberellas 4 1000 1 4000 el manshya
lLED spotlights 6 150 1 900 el manshya
total 88950
Employees
Uniform /
Branding* *
Printed T-shirts 3 125 1 375 El manshya
Advertising 1 5000 1 5000 Mr.Ahmed
Logo & Slogan 1 1500 1 1500 Mr.Ahmed
33
total 6875
kitchen supplies *
Mop 1 40 1 40 carrefour
Water bucket 1 32 1 32 carrefour
Stainless steel 2 67 1 134 souq
basket
Garbage bin 1 90 1 90 carrefour
Garouf + moknesa 1 40 1 40 carrefour
cheque holder 6 66 1 396 el manshya
Menu printing 10 30 1 300 el manshya
Metal kniefs 4 36 1 144 fathallah
Metal spoons 12 35 1 420 El manshya
trays 3 70 1 210 carrefour
Fire Powder 2 850 1 1700 Bavaria
Extinguishers
(7kg/tube)
Tongs (mamsket el 1 36 1 36 fathallah
akl )
Spatula 1 200 1 200 fathallah
( Ma2sosa)
total 3742
total initial cost 218,406.00
7.2 Operating cost:
category items quantit cost/uni monthly yearly cost refrence

iy/year t L.E cost
Food supplies
vegetables*
box 40 kg / 1kg = Potatoes 63 180 945 11340 ‫الوكالة‬
4,5
34
box 30 kg / 1kg = Sweet Potato 54 120 540 6480 ‫الوكالة‬

4
box 30kg / 1kg = carrot 20 4.5 7.5 90 ‫الوكالة‬
4,5
1kg = 10 colored pepper 100 10 83.333333 1000 ‫الوكالة‬
33
1kg = 2.5 onions 400 2.5 83.333333 1000 ‫الوكالة‬
33
1kg green beans 40 25 83.333333 1000 ‫الوكالة‬
33
1 container 8kg Green olive 13 210 227.5 2730 ‫وكـالـة اللمون‬
=210 / 1kg= 26.25
1 kg green peas 30 300 750 9000 ‫الوكالة‬
400gm sweet corn 145 14 169.16666 2030 fathallah
67
1 kg red cabbage 20 50 83.333333 1000 fathallah
33
1 hezma =0.5 Parsley 2500 0.5 104.16666 1250 ‫الوكالة‬
(ba2dons) 67
800gm Canned 55 14 64.166666 770 fathallah
Mushroom 67
Americana
1kg jalapeno 100 5.5 45.833333 550 ‫الوكالة‬
33
2.5 kg / packet Frozen French 220 48 880 10560 fathallah
Fries
total 4066.6666 48800
67
Cheese *
1kg `Mozarella 100 98 816.66666 9800 ‫وكـالـة اللمون‬
cheeese 67
1 kg Egyptian 40 86 286.66666 3440 ‫وكـالـة اللمون‬
Cheddar 67
1 kg cheddar sauce 100 120 1000 12000 Metro
1kg kiri 40 80 266.66666 3200 fathallah
67
35
1kg roumi 40 89 296.66666 3560 fathallah

67
Total 2666.6666 32000
67
Herbs &
spices*
700 gm Salt 200 2 33.333333 400 fathallah
33
1kg Pepper 100 50 416.66666 5000 fathallah
67
1 kg Curry 23 64 122.66666 1472 fathallah
67
1 kg Ginger 100 60 500 6000 fathallah
1kg spices 100 30 250 3000 fathallah
1kg Cinnamon 32 70 186.66666 2240 fathallah
67
1kg Thyme (Zatar) 40 60 200 2400 fathallah
1kg Cumin (Kamon) 40 100 333.33333 4000 fathallah
33
1kg meat spices 20 80 133.33333 1600 fathallah
33
`1kg chicken spices 20 80 133.33333 1600 fathallah
33
1kg oinion powder 35 31 90.416666 1085 fathallah
67
total 2399.75 28797
Protein *
1kg Chicken (fillet) 160 75 1000 12000 YGY
1 kg = 30 hotdogs Hot dog 67 50 279.16666 3350 YGY
67
1kg Minced meat 200 75 1250 15000 YGY
1 box= 24 packs / Shrimp 3 1440 360 4320 ‫وكـالـة اللمون‬
1 pack 400g =60
1box =48 cans / 1 Tuna 4 600 200 2400 YGY
can = 12.5
total 37070
36
Oil*/Dairy
products *
1 box = 12 bottles Sunflower oil 20 250 416.66666 5000 ‫وكـالـة اللمون‬
67
1 box (10 kg) butter fern 15 335 418.75 5025 el manshya
(1kg=33.5) ‫رجب لخدمات‬
‫الحلوانية‬
10025
Sauces*
1 container 7KG Ketchup Heinz 5 150 62.5 750 ‫وكـالـة اللمون‬
1 container = 4 kg Mayonnaise 9 290 217.5 2610 ‫وكـالـة اللمون‬
Heinz
7kg Barbecue Sauce 5 250 104.16666 1250 ‫وكـالـة اللمون‬
Heinz 67
5kg Hot Sauce 7 60 35 420 Fathallah
Heinz
1 kg Chocolate sauce 36 42.75 128.25 1539 Fathallah
750g Debs ElRoman 200 70 1166.6666 14000 Fathallah
67
3kg Vanilla Ice 100 250 2083.3333 25000 Makram
cream 33 gelaty
(ba7ary)
1 box = 15 jars / Nutella 8 740 493.33333 5920 Fathallah
400g per jar 33
1 jar =950gm Honey 13 63 68.25 819 Fathallah
400g whipped cream 20 35 58.333333 700 Fathallah
33
120 gm Marshmallow 60 120 600 7200 Fathallah
total 5017.3333 60208
33
Nuts *
1kg almond 12 200 2400 ‫اوالد احمد‬
‫السكران فى‬
‫المنشية‬
37
1 kg sodany 10 36 360 ‫اوالد احمد‬

1 kg bondo2 10 160 1600 ‫اوالد احمد‬
4360
Beverages *
1 box = 25 cans Pepsi 400 104 3466.6666 41600 ‫الشركة العالمية‬
67 ‫للتجارة‬
‫بالعصافرة‬
1 box = 25 cans 7up 264 104 2288 27456 ‫الشركة العالمية‬
‫للتجارة‬
1 box = 11 bottles water 400 40 1333.3333 16000 ‫الشركة العالمية‬
33 ‫للتجارة‬
total 85056
Total food 306316

supplies
Housing Tools*
1 pack =50 ice cream 440 37.5 1375 16500 silver stores
plastic
1 pack =100 Straws 220 15 275 3300 silver stores
Aluminum Foil 200 18 300 3600 fathallah
1 Kilo garbage bags 12 30 30 360 El manshya
5 liter pril dish 6 70 35 420 El manshya
washing
1 pack =6 pieces Silk maw3en 20 25 41.666666 500 el manshya
67
1 pack =3 pieces Sponge 10 10.5 8.75 105 el manshya
1pack =100 Napkins 220 10 183.33333 2200 silver stores
33
1 pack = 2 rolls Kitchen Papers 20 15 25 300 silver stores
3 litre Floor Cleaner 6 41 20.5 246 fathallah
38
(clorox)
700 ml Glance/Glass 12 12 12 144 fathallah
Cleaner
1 pack =3 pieces Kitchen towels 6 30 15 180 fathallah
1 pack = 100 plastic gloves 23 100 191.66666 2300 silver stores
gloves ( 1 67
gloves=1)
4 bottles/ box ( 1 Hand soap 48 16.25 65 780 fathallah
bottle=4)
50/pack Plastic Spoons 440 30 1100 13200 silver stores
100/pack Plastic forks 220 45 825 9900 silver stores
1 pack = 100 carton plates 220 110 2016.6666 24200 el manshya
plates / 1 67
plate=1.1
1 pack = 50 Plastic cups 440 30 1100 13200 silver stores
plastic cups
1 pack =1000/ 1 carton Bags 22 2000 3666.6666 44000 el manshya
caton bags = 2 printed logo 67
Total housing 135,435.00
tools
General
Expenses *
Stationary (pen) 100 2 16.666666 200 kamal saad
67
per note Stationery(order 50 2 8.3333333 100 kamal saad
ingnotes) 33
Social Media 6 510 255 3060 Facebook
Marketing (FB)
total 3360
Utility
Expenses *
Electricity 12 1500 1500 18000
consumption
water 12 600 600 7200
consumption
39
Rent 12 45000 45000 540000 Tivoli

Dome
manager
total 565200
Salaries *
Waiters 2 1500 3000 36000
Executive Chef 1 1700 1700 20400
total 56,400.00
Total running
cost 1,066,7
11.00
Cash out (Y0-Y6)
Operating Cost Year 0:
Category Old Total cost Inflation Rate New Total Cost

Legal 9,065.00 1 9,065.00
Machines 109,774.00 1 109,774.00
Furniture 88,950.00 1 88,950.00
Branding 6,875.00 1 6,875.00
kitchen supplies 3,742.00 1 3,742.00
Food Supplies 306,316.00 153,158.0
50.00% 0
Housing tools 135,435.00 67,717.5
50.00% 0
General Expenses 3,360.00 1,680.0
50.00% 0
Utility Expenses 565,200.00 282,600.0
50.00% 0
40
Salary Expenses 56,400.00 28,200.0

50.00% 0
Total Running 1,066,711.00 751,761.5
Cost 0
Category Old Total cost Inflation Rate New Total Cost
Food Supplies 306,316.00 1

306,316.00
Housing tools 135,435.00 1
135,435.00
General Expenses 3,360.00 1
3,360.00
utility Expenses 565,200.00 1
565,200.00
salary Expenses 56,400.00 1
56,400.00
Total Running 1,066,711.00 1,066,711.00
Cost
-We assume that there is no inflation rate for year 1
Category Old Total cost Inflation Rate Inflation New Total

amount Cost
Food Supplies 10%
306,316.00 30,631.60 336,947.60
41
Housing tools 10%

135,435.00 13,543.50 148,978.50
General 10%
Expenses 3,360.00 336.00 3,696.00
utility 10%
Expenses 565,200.00 56,520.00 621,720.00
salary 10%
Expenses 56,400.00 5,640.00 62,040.00
Total Running
Cost 1,066,711.00 1,173,382.10
Category Old Total cost Inflation Rate Inflation New Total

amount Cost
Food Supplies 9.80%
336,947.60 33,020.86 369,968.46
Housing tools 9.80%
148,978.50 14,599.89 163,578.39
General 9.80%
Expenses 3,696.00 362.21 4,058.21
utility 9.80%
Expenses 621,720.00 60,928.56 682,648.56
salary 9.80%
Expenses 62,040.00 6,079.92 68,119.92
Total Running
Cost 1,173,382.10 1,288,373.55
Category Old Total Inflation Rate Inflation New Total

cost amount Cost
Food Supplies 9.60%
369,968.46 35,516.97 405,485.44
42
Housing tools 9.60%

163,578.39 15,703.53 179,281.92
General 9.60%
Expenses 4,058.21 389.59 4,447.80
utility 9.60%
Expenses 682,648.56 65,534.26 748,182.82
salary 9.60%
Expenses 68,119.92 6,539.51 74,659.43
Total Running
Cost 1,288,373.55 1,412,057.41

cost amount Cost
Food Supplies 9.20%
405,485.44 37,304.66 442,790.10
Housing tools 9.20%
179,281.92 16,493.94 195,775.86
General 9.20%
43
Expenses 4,447.80 409.20 4,856.99

utility 9.20%
Expenses 748,182.82 68,832.82 817,015.64
salary 9.20%
Expenses 74,659.43 6,868.67 81,528.10
Total Running
Cost 1,412,057.41 1,541,966.69

cost amount Cost
Food Supplies 8.60%
442,790.10 38,079.95 480,870.05
Housing tools 8.60%
195,775.86 16,836.72 212,612.58
General 8.60%
Expenses 4,856.99 417.70 5,274.69
utility 8.60%
Expenses 817,015.64 70,263.35 887,278.99
salary 8.60%
Expenses 81,528.10 7,011.42 88,539.52
Total Running
Cost 1,541,966.69 1,674,575.82
7.3 Summary Cost Table (Cash-Out):
Year Formula
0 C0=Initial Cost+(Running cost* 5/12)

1 C1=Running Cost
2 C2=C1*Inflation Rate
44
Year Costs in Egyptian Pounds

0 C0= 751,761.50
1 C1= 1,066,711.00
2 C2=1,173,382.10
3 C3=1,288,373.55
4 C4=1,412,057.41
5 C5= 1,541,966.69
6 C6=1,674,575.82
8.Financial Study
Since the start up capital is not relatively high, this project is planned to be self-financed and
shared between 3 people.
8.1 Cash-Flow table
Year Cash In Cash Out Net Income

Before Tax
0
-146,761.50
605,000.00 751,761.50
1
1,210,000.00 1,066,711.00 143,289.00
2
1,343,100.00 1,173,382.10 169,717.90
45
3
1,474,723.80 1,288,373.55 186,350.25
4
1,613,347.84 1,412,057.41 201,290.43
5
1,752,095.75 1,541,966.69 210,129.06
6
1,895,767.60 1,674,575.82 221191.78
8.2 Net Income Before and After Tax
Year Net income Tax rate Tax Amount Net Income After Tax
before tax
0
- -146,761.50
(146,761.50) 22.50%
1
143,289.00 22.50% 32,240.03 111,048.98
2
169,717.90 22.50% 38,186.53 131,531.37
3
186,350.25 22.50% 41,928.81 144,421.45
4
201,290.43 22.50% 45,290.35 156,000.08
5
210,129.06 22.50% 47,279.04 162,850.02
6
221,191.78 22.50% 49,768.15 171,423.63
8.3 Simple Rate Of Return
RE=F/Q
Year F Q RE
0
-146,761.50 751,761.50 -20%
1
111,048.98 751,761.50 15%
46
2
131,531.37 751,761.50 17%
3
144,421.45 751,761.50 19%
4
156,000.08 751,761.50 21%
5
162,850.02 751,761.50 22%
6
751,761.50
171,423.63 22.80%
Q= Equity(Cash-out year Zero since there is no loans)
 Knowing that F is the Net Income After Taxes.
8.4 Payback Period Table
Year F Accumulated F
0
-146,761.50
-146,761.50
1
111,048.98
-35,712.53
2
131,531.37
95,818.85
3
144,421.45
240,240.29
4
156,000.08
396,240.38
5
162,850.02
559,090.40
6
171,423.63 730,514.03
8.5 Net Present Value
year f
0
-146,761.50
1
111,048.98
2
131,531.37
47
3
144,421.45
4
156,000.08
5
162,850.02
6
171,423.63
NPV
EGP 337,816.39
8.6 Internal Rate Of Return
Year F
0 -146,761.50
1 111,048.98
2 131,531.37
3 144,421.45
4 156,000.08
5 162,850.02
6
171,423.63
IRR
85%
8.7 Profit Margin
PM = COGS (packaging & Food supplies) / SALES (revenues of 1st year) * 100
= 416966/ 1,210,000.00 *100

= 34.46 %
48
9. PESTEL:
Economic factors:
Since the floating of in Egypt, Inflation occurred and the prices became quite high, foods like
vegetables and the products we provide became a luxury to a lot of people and are something
that can be avoided. In this case in order to keep the revenue up and have customers buy our
products, we may have to decrease the price of our products and since it is a luxury product, it is
quite an elastic product since it is not a necessity for people or their homes. However, Mr.
Kumpir may suffer some losses since we pay a high price for our supplies.
Social factors:
Because there is a health trend in Egypt, people are becoming more health conscious lately so
foods like fried candy that are high in sugar can become less popular, especially with the young
generation which s the demographic we are targeting. Furthermore, trends are constantly
changing and with desserts trends can change as well.
Technological Factors:
Technology does not play a huge impact on a potato shop however, as technology does improve,
it can allow us to make our social media interactions which is the way we go to reach people and
market our shop to be well known to the public. Furthermore, new cooking machinery could
make the process of cooking our products more effective and increase productivity.
Political factors:
The legal and regulatory parameters that Mr. Kumpir must operate in according to the Egyptian
government is having all the legal licenses required to open a potato shop and since we fall
under the food industry we must follow the health administration regulations associated with
food and health. Finally, we must be cautious about not causing any street violations in terms of
taking more space from the street than required and littering.
49
Ecological factors:
Being environmentally sustainable was not one of our goals when we made a plan for Mr.
Kumpir, Because implementing environmental sustainability in our design and how we operate
will be expensive especially in Egypt. Hence; for example we use plastic (plates, forks and
knives) which are not environmental friendly because we have a limited amount of workers and
for the purpose of decreasing our initial cost.
50

Arab Academy For Science & Technology & Maritime Transport College of Management & Technology

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Arab Academy For Science & Technology & Maritime Transport College of Management & Technology

Uploaded by

Copyright:

Available Formats

[Type here] [Type here] “ Make your own Potato ”

Arab Academy For Science & Technology &

Name Registration No.

Near mustafa kamel WA bolkli , sidi gaber, alexandria governorate

‫السجل التجاري‬ ‫‪‬‬

Segmentation Segmentation Segmentation Targeting

Geographic cities Akexandria Alexandria

Demographic Income level High level income High level Income

Behavioral Consumption level • Daily weekly & Monthly

 High level income

 High level class

6.2 Marketing mix:

costs and in time, receive profits.

6.3 Competitive analysis:

Shop Strengths Weaknesses

Nos fino Monopoly is street food Doesn’t target all types of

Potasto Main product jacket potato Not a good place

6.4 SWOT Analysis:

 Attractive location  No delivery service

 Changing lifestyle  People don’t understand my product

Expanding our truck and making it a franchise.

Limited number of direct competitive:

Introduction to new Potato Stores.

People don’t understand my product

6.5 Estimation of demand

1) Annual customers per year (K)

2) Pricing (X) we have only 1 (x) bar

6.6 Tables of Estimated Revenues :

RX= (X bar* K) = 50*22,000 = 1,012,000

40% 30% 30% 60%

K1= 22000*40% K1=22000*30% k1=22000*30% k2=22000*60%

=8,800 = 6,600 = 6,600 =13,200

Rx= (xbar1*k1)+ (xbar2*k2)

Year Formula Total

Year Revenues in EGP

item quantiy cost/u taxes total cost Rerference

‫مستخرج من السجل‬ 2 75 1 150 Mr. Ehab El Shreneny

kitchen oven (6 1 4500 1 4500 el manshya

category items quantit cost/uni monthly yearly cost refrence

box 30 kg / 1kg = Sweet Potato 54 120 540 6480 ‫الوكالة‬

1kg roumi 40 89 296.66666 3560 fathallah

1 kg sodany 10 36 360 ‫اوالد احمد‬

Total food 306316

Rent 12 45000 45000 540000 Tivoli

Cash out (Y0-Y6)

Operating Cost Year 0:

Category Old Total cost Inflation Rate New Total Cost

Salary Expenses 56,400.00 28,200.0

Operating Cost Year 1:

Category Old Total cost Inflation Rate New Total Cost

Food Supplies 306,316.00 1

Operating Cost Year 2:

Category Old Total cost Inflation Rate Inflation New Total

Housing tools 10%

Operating Cost Year 3:

Category Old Total cost Inflation Rate Inflation New Total

Operating Cost Year 4:

Category Old Total Inflation Rate Inflation New Total

Housing tools 9.60%

Operating Cost Year 5:

Category Old Total Inflation Rate Inflation New Total

Expenses 4,447.80 409.20 4,856.99

K1= 2200040% K1=2200030% k1=2200030% k2=2200060%

Rx= (xbar1k1)+ (xbar2k2)