INSTITUTE OF PUBLIC ADMINISTRATION AND MANAGEMENT

(IPAM)

MASTERS IN BUSINESS ADMINISTRATION

INDIVIDUAL ASSIGNMENT

BUSINESS PLAN WRITING

MODULE:

BUSINESS PLANNING (MBA211)

NAME:

MARY KATUMU BATTIS

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1. Industry Overview

2. Executive Summary

3. Management

4. Objectives

5. Our Products and Services

6. Our Mission and Vision Statement

7. Our Business Structure

8. Job Roles and Responsibilities

9. SWOT Analysis

10. MARKET ANALYSIS

11. Our Target Market

12. Our competitive advantage

13. SALES AND MARKETING STRATEGY

14. Sales Forecast

15. Distribution

16. Promotion

17. STORAGE AREAS

18. Product Mix Offered

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19. Financial Plan 

20. Economic Outlook

21. Publicity and Advertising Strategy

22. Our Pricing Strategy

23. Startup Expenditure (Budget)

Generating Funding / Startup Capital for our Restaurant

24. Sustainability and Expansion Strategy

1. Industry Overview

Whether you are a foodie or not, truth is that as humans food is one essential thing

that just must not be toiled with. It is no wonder that plenty die of starvation where

there is nothing to eat to replenish lost strength. As such, the restaurant business all

over the globe is one business that generates huge income annually and can

comfortably stand the test of time if well managed.

Any business person who gets involved in the food industry is sure to get good

returns on investment if the business is well positioned. One good thing about the

restaurant business is that an owner has the sole right to determine the price they

want to sell their menu irrespective of what others around them might – especially if

they are good with the delicacies they whip up.

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There is no contesting the fact that food is one of the basic needs of people. It is for

that reason that a many people do all it takes to eat when they are hungry and

Restaurants are such places that is designed to address such needs. There are

various kinds of restaurants all over the world. Here are a few examples. We have:

Fast food restaurants

International restaurants

Local restaurants

Family style cafeterias

Casual dining restaurants

Fast casual restaurants, amongst others

These food shops are designed to meet various needs of different tribes, faiths and

races. In most cases, it is the community where the restaurant is to be situated that

certainly determines the style of restaurant service to be offered. For example; if

one decides to start a restaurant business around a construction site; choosing a

Local restaurant of restaurant or a family style restaurant might just be the best

option.

Conversely, some might want to start an International restaurant, casual dining

restaurant or even a fast food style restaurant irrespective of where they are

located. However, if you choose to start a restaurant in a city that hosts thousands

of international tourists and migrants, then starting an International restaurant will

be your best options.

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Over and above, it pays an individual to acquire cooking skills, as well as undertake

a thorough and in-depth feasibility studies before choosing the style of restaurant to

start, the location to set up the business and the pricing system to adopt for the

business.

Despite growing at a relatively sluggish pace, restaurant foods still continues to offer

growth opportunities for business owner and retailers alike in Sierra Leone. Catering

to indulgence trend in the some of the fastest growing markets in Sierra Leone,

pastries stand out as the biggest contributor to sector growth. Factors fuelling

market expansion include convenience, affordability and health benefits of take out

food. Demand for healthier fortified foods has also driven sales.

Demand for baked and fried goods is also being driven by changing lifestyles, which

leaves little time to prepare meals. Busy consumers are increasingly quick to buy

convenient baked snack foods such as wraps and sandwiches.

The fried goods industry, encompassing products such as bread, sandwich, cakes,

pastries and scones, is represents good market potential in Sierra Leone as western

lifestyles and eating habits continue to be adopted.

Key Segments

Sandwich and chips represent the leading market segment in the food industry.

Companies continue to focus on product innovation to adapt to evolving consumer

needs. Demand for both healthier options and more indulgent products continues to

rise together, with consumers opting for both healthy products and premium-priced

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restaurant foods such as Shawarma, pastries, Sandwich and luxury breakfast

cereals.

Market Outlook

Demand for baked and fried food has been changing to reflect evolving consumer

lifestyles and eating habits. Satisfying both health concerns and indulgence,

consumers are opting for whole grain baked and fried goods free of trans-fats with

more butter, high-quality chocolate spread and creamy icing, according to

authoritative industry reports.

Demand for baked and fries products promising functional and health benefits will

continue to climb as consumers opt for products with low-carbohydrate, organic and

natural ingredient products. Gluten-free products are one such range benefiting from

rising demand from gluten-sensitive consumers. Moving forward manufacturers will

likely adapt their products to remove trans-fats, include more natural ingredients,

and limiting the amount of additives and synthetic products used. Other innovations

keeping in line with evolving consumer preferences include changes in packaging,

with smaller size packs in particular proving popular.

• The majority of growth will come from pastries

Pastries are the fastest growing category among baked goods, accounting for almost

80% of absolute volume growth over 2018-2020. Product innovation and increased

penetration are the main drivers of this increase.

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• Health and wellness is key to adding value to bread, whilst indulgence and

affordability spurs growth in cakes and pastries

To boost bread sales volumes, manufacturers are looking into merging taste and

health through adding fibre and vegetable or a mix of protein and fibre. Demand for

pastries and fried food are being driven by indulgence and flavour innovation, with

affordability remaining a key concern, particularly in the emerging world.

• Traditional grocery retailers are still the most important channel but major

restaurant and discounters gain share

Demand for Processed Foods in Sierra Leone

The demand for processed foods in Sierra Leone is very difficult to quantify, as

reliable data do not exist. Import statistics for processed food and beverages and

government production statistics are listed in categories that are too broad to be

useful. Market intelligence data do not exist to record actual demand.

From the experience of the consultants, it is helpful to categorize the market into

consumer groups:

Well-off urban population (plus the small number of wealthy rural people)

People in cities and rural towns with average incomes

People living in rural areas with low-to-average incomes

Tourists and expatriates

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Restaurants and snack bars

Other food processing companies

Some of these categories can be further sub-divided into categories based on age,

sex, foods for religious or ceremonial occasions, foods for office workers, etc.

Processed foods can similarly be grouped according to demand by each of the above

categories. This categorization of markets can help in assessing specific segments in

the market for placing a product.

In general, the demand for processed foods is low compared to industrialized

countries. Rural populations have little disposable income and mostly purchase

staples such as flour, cooking oil and sugar. However, the large numbers of rural

poor mean that even if each family only buys a small amount occasionally, the total

market is larger than would be expected from casual observation. Demand in urban

is larger, particularly in Sierra Leone where economic activity and disposable

incomes are higher.

Restaurant products Safety

Practicing sophisticated food safety practices in your commercial foodservice is

paramount to the success of your business. If food safety isn’t prioritized, the

consequences could be dire. A foodborne illness outbreak could result, or a customer

with severe allergies might pay the price.

Poor food safety practices can be costly for your operation, resulting in loss of

customers, sales and reputation, negative media exposure, lowered staff morale,

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lawsuits, and legal fees, increased insurance premiums, staff missing work and staff

retraining. More importantly, though, are the human costs such as missing work,

high medical expenses, long-term disability and, in extreme cases, death.

2. Executive Summary

Madam Battis International restaurant is a 150 seat family style restaurant that is

solely owned by Mary Katumu Battis and family. The restaurant is to be located in

the heart of Freetown and it is designed in such way to make people of different

ethnicity and cultures feel at home, as well as connect with their heritage and

culture despite being thousands of kilo meters away from their home towns or

countries.

The restaurant will be a place where over fifty local and International delicacies will

be available per time prepared by some of the finest chefs in Freetown. We choose

to start the first outlet of our International restaurant in PZ, Freetown because of the

large percentage of people from different part of the country.

The fact that we have a bias for the African community makes PZ the most suitable

destination to kick starts our business project. As a result, we know that we just

couldn’t go wrong if we started this business from here by all means. Madam Battis

International restaurant is set to redefine the way restaurant businesses operate in

Freetown.

Beyond opening our doors to customers to come in and have their meals in a

comfortable environment with tons of music that will remind them of their culture

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and heritage, we will also offer food delivery services to the chunk of our clients who

place orders for any of our international meals; and this is irrespective of the part of

Freetown where they are resident.

We shall as well run a cooking school and also offer outdoor catering services base

on demands. This is because we are aware of the fact that there are loads of

Africans in this city who might be too overwhelmed with making out a living, so that

they aren’t chanced to whip up some party meals when the need arises.

Our plan is to position the business to become the leading brand in restaurant

business in Freetown, and also to be amongst the top 20 restaurants in Sierra Leone

within the first 5 years of operations.

This might look too tall a dream but we are optimistic that this will surely come to

pass because we have done our research and feasibility studies and we are

enthusiastic and confident that Freetown is the right place to launch our

International business before spreading to other parts of Sierra Leone.

Currently, we have been able to secure a location to set-up the first outlet of the

restaurant in Freetown and we are still working towards securing the necessary

documentation and permits before swinging into full action to get the place ready for

business.

Our ultimate goal is not to build a successful single unit, first class, International

restaurant in the heart of Freetown, but to open a minimum of one outlet of our

International restaurant in major towns all across Sierra Leone. We have perfected

plans to attract traffic on a daily basis to our restaurant- people from various

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cultures, race and country et al. Much more than creating an ambiance where

people can feel relaxed to enjoy our delicacies, we have also put plans in place that

will ensure adequate security in and around our facility.

It is for that reason that we will install CCTV cameras at strategic places and our

security personnel will be thoroughly trained to handle security issues in a proactive

manner. Therefore, our clients can be rest assured of their safety when they visit

our International restaurant. Without mincing words, security is of top priority to us

because we intend attracting celebrities and the crème de la crème in the society, in

every of our outlets all over the country.

The set date for opening our doors for business is February 1st, 2022 and we are

indeed working hard to make that date a reality. So far, we have been able to raise

60 percent of the startup capital required and we are in the process of securing the

last 40 percent.

The total budget for setting up our International restaurant is about Le 100,000,000

and we can categorically say that we already have about Le 75,000,000. In addition,

we are at the verge of receiving the last trench of Le 75,000,000 loan from our

bank.

3. Management

The restaurant is led by Mary Katumu Battis, an industry veteran. Her restaurant

experience began 12 years ago as a server. She quickly moved up to fine dining

serving where she perfected her formal, customer-centric serving approach. For the

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last five years Mary has been the manager at an African restaurant with over Le

150,000,000 million in annual sales. As mentioned earlier, Mary started cooking 12

years ago as a teenager in the city. Lily came from a large family and it quickly

became her responsibility to cook for the entire family. Her mother, who had three

generations of traditional recipes, trained her. Mary quickly mastered these and

began experimenting with her own dishes. The feedback from her family was always

very positive. She knew one day she would have to parlay this skill into a business

opportunity.

4. Objectives

 To be one of the leading restaurants in downtown PZ

 To deliver top-quality meals at affordable prices with top quality services.

 To achieve not lesser than a 4% annual growth rate in sales revenues.

 To repay all accrued debts before the end of the second year.

Company Summary 

Madam Battis International restaurant creates and serves a wild atmosphere for

dining and eloquent mediterranean feasts for people who love the restaurant and

bar scene, as well as a good time spent out on the town. Its customers are creative,

fun-seeking, and sophisticated diners who wish to be best served by the restaurant

they choose.

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Company Ownership

Madam Battis International restaurant is a sole-proprietorship business owned in

majority by its founder and president Mary Katumu Battis. The business employs the

owner, one investor and eight employees.

Start-up Summary

Our start-up expenses come to Le 60,000,000 which is mostly expensed equipment,

rent, and legal and consulting costs associated with opening our first restaurant. We

also require Le 20,000,000 of start-up assets, which includes Le 10,000,000 cash

and Le 10,000,000 of long-term assets. The start-up costs are to be financed some

by direct owner investment, as well as with the help of a major investor.

5. Products and Services

Madam Batis International provides delicious mediterranean cuisine, with friendly,

efficient service and atmosphere. We are especially focused on providing a unique

environment for people to dine and meet. We have a full Mediterranean Honey bar

for young adults and adults to enjoy drinks and music. We also provide the value of

flawless and creative staff at a “hip” location located on Sunset Strip with valet

included.

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Market Analysis Summary 

On Madam Batis International on local and tourist active restaurant seekers, with

special focus on young adults with a Le 30-50m/year income and a desire for good

food and a fascinating atmosphere as our target market.

Market Segmentation

Our target market segmentation is divided between young restaurant seekers with

money to spend, as well as other adults and tourists who are known to frequent

Sunset Blvd. for recreational enjoyment. Defining the high-end crowd is difficult

because most of Sunset Strip goers are such.

We generally know the characteristics of our clientele with our available

demographics of the area, our personal crowd would consist of young adults (ages

20-29) and adults (ages 30-50), both male and female, usually at least one year of

college if not already fully graduated. Our geographics include people from the local

Hollywood area, party animals from other neighboring cities, and tourists from other

states and countries. The psychographics of our clientele include “yuppies, big

spenders, club hoppers, baby boomers, Sunset rats, etc…”  The buying patterns of

our clientele will be people who like to spend money on pampering themselves, on

quality food, feeling special, projecting an image of wealth, trying new things, and

thrill seeking.

The fact that we are starting an International restaurant means that we must meet

the needs of our clients especially migrants who truly want to reconnect via food

with their culture and heritage. We know that giving those who come to our

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restaurant a home away from home experience would go a long way in breeding

repeat customers. In view of that, we have specifically listed at least 100 different

International meals in our menu list. Here they are:

We sell assorted alcoholic and non – alcoholic drinks and wines.

We run a standard culinary training school.

We offer home delivery services to our clients

We provide outdoor catering services.

6. Our Mission and Vision Statement

To be amongst the top 20 International restaurant brands in Sierra Leone within

record time

To build chains of standard International restaurants in major cities in Sierra Leone;

a place where migrants, tourists and people of all walks of life can reconnect with

their culture and heritage via their local delicacies, drinks and music.

Mission

Our mission statement at Madam Battis International restaurant is: To offer to our

customers; nutritious, healthy, and unique meals prepared with astounding food

recipes that would leave them satisfied with our quality services.

We will do well to achieve this goal by:

 Offering menu items that include quality ingredients at reasonable prices –

even if it means charging a little more.

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  Taking into consideration the welfare of our customers and staff and treating

them with respect and dignity.

Madam Battis International restaurant is a business that envelopes fine dining of

unique Mediterranean taste and an excellent bar and grill atmosphere. The mission

is not only to have great tasting food, but have efficient and friendly service. Our

dining environment is not only welcoming and sophisticated, it is unique in design,

with walls on almost all sides that are constantly wet with running water and a lush

jungle ceiling that will hang from above. We concentrate on customer satisfaction

and quality food that is always fresh and specially selected. We will not judge a

customer on class or dress. We want the On The Water grill to be place people can

enjoy a good meal and meet new friends at our tropical Mediterranean Honey bar

located inside the restaurant.

7. Our Business Structure

Spicy Foods Restaurant hopes to hire employees as it expands over time. At least a

total of 19 employees would constitute our staff team. The restaurant will be owned

by John and Jane Kings, and together, they will personally select highly qualified and

experienced people for each position through an interview process.

Many of the managerial positions will initially be occupied by the Kings due to their

wealth of experience and training. John Kings, who had previously held positions as

Assistant Manager and later General Manager at various restaurants in Boston, will

hold the position of the General Manager.

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While Jane Kings, who has a wealth of 6-year work experience preparing meals in

various reputable restaurants in Las Vegas and Dallas, will initially occupy the

position of Kitchen Manager.

These are the following roles and positions that will be duly occupied before opening

our business doors to the public. They include:

Chief Executive Officer

Chef

Restaurant Manager

Sales and Marketing Officer

Waiter and Waitress

Cashiers

Dispatch Riders

Security Officers

Cleaners

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8. Job Roles and Responsibilities

Chief Executive Officer – CEO-:

Responsible for providing direction for the business

Creating, communicating, and implementing the organization’s vision, mission, and

overall direction – i.e. leading the development and implementation of the overall

organization’s strategy.

Responsible for the day to day running of the business

Responsible for handling high profile clients and deals

Responsible for fixing prices and signing business deals

Responsible for recruitment

Responsible for payment of salaries

Responsible for signing checks and documents on behalf of the company

Evaluates the success of the organization

Reports to the board

Restaurant Manager-:

Responsible for managing the daily activities in the restaurant

Ensure that the restaurant facility is in tip top shape and conducive enough to

welcome customers

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Interfaces with third – party providers (vendors)

Reports to the Chief Executive Officer

Attends to Customers complains and enquiries

Prepares budget and reports for the organization

Any other duty as assigned by the CEO

Chief Chef-:

Responsible for preparing delicacies

Make lists and budget for kitchen supplies

Oversee the entire kitchen staff

Responsible for training new cooks

Makes sure that the meals being whipped up tastes really good

Sales and Marketing Officer-:

Responsible for marketing the company’s products and services

Responsible for promoting the company

Responsible for creating marketing and sales strategies, etc.

Represents the organization in some strategic business meetings

Responsible for hiring and training of freelance sales reps

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Any other duty as assigned by the Chief Operating Officer / restaurant manager

Waiters / Waitress

Promptly attends to customers in a friendly and professional manner

Ensures that unoccupied tables are always set and ready for customers

Pulls out chairs for customers as they arrive

Any other duty as assigned by the Chief Operating officer / restaurant manager

Accountant / Cashier-:

Receives payments on behalf of the restaurant

Issues receipt to customers

Prepare financial report at the end of every working week

Handles all financial transaction on behalf of the restaurant

Interfaces with our bankers

Responsible for payment of tax, levies and utility bills

Any other duty as assigned by the CEO / restaurant manager

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Dispatch Rider-:

Delivers customer’s orders promptly

Deliver correspondence for the restaurant

Runs errand for the organization

Any other duty as assigned by the floor / line manager

Security Officers

Ensure that the facility is secured at all time

Control traffic and organize parking

Give security tips to staff members from time to time

Patrols around the building on a 24 hours basis

Submit security reports weekly

Any other duty as assigned by the restaurant manager

Cleaners-:

Responsible for cleaning the restaurant facility at all times

Ensure that toiletries and supplies don’t run out of stock

Cleans both the interior and exterior of the building

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Any other duty as assigned by the restaurant manager

9. SWOT Analysis

When it comes to starting a new business, one of the areas that will help

entrepreneurs position their business in such a way that the trade will break even

within the shortest time frame, is to critically conduct SWOT analysis before

proceeding to launch the business.

With the help of competent business consultants, we have been able to carry out

our own SWOT Analysis and here is what it looks like;

Strength-:

Our strength is anchored on our ability to serve our customers through the options

of having them either visit our restaurant to have their breakfast, lunch or dinner or

by delivering their orders straight to their houses, offices, or any location of their

choice. The fact that we offer outdoor catering services and also culinary training

counts to our advantage in the restaurant industry in Sierra Leone.

Weakness-:

So far, we have been able to identify a few weakness on our part. The fact that we

might possibly launch out big with a bang and start competing with major restaurant

brand in Sierra Leonemay likely count to our disadvantage, but we are perfecting

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plans on our own part to leverage on our moderate resources (finance and

workforce) to maximize profits.

Opportunities-:

Beyond every reasonable doubt, the opportunities within our disposal are unlimited.

Restaurant business in Freetown and even in the whole of the Sierra Leone is indeed

a profitable business venture. For instance; our CEO is an active member of the Elite

women Sierra Leone and she is one of the highly recognized women leaders in

Freetown.

Another opportunity that we stand to explore is the point that our restaurant is

located in a highbrow area in Freetown; a place with huge population of migrants

from upcountry resides. Lastly, the fact that we offer outdoor catering services and

culinary training gives us the privilege to market our International restaurant to our

target market.

Threat-:

The threat that is likely going to confront us is the fact that we are competing with

already established restaurants that serve international meals, and also there are

other entrepreneurs who are likely going to launch similar business within the

location of our business. Of course, they will compete with us in winning over the

available market.

Another threat that we are likely going to face is the area of government policies.

This is especially when it comes to the importation of our raw ingredients that can’t

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be found / cultivated in Sierra Leone from Africa, Asia and Europe. We therefore fear

that if the government of Sierra Leone places embargo on importation of our major

food ingredients, it would definitely affect our business.

SERVICES

Madam Battis International restaurant will be open 7 days a week – that is every

day, 365 days a year.

We will offer a lunch and dinner menu. On our lunch and dinner menu, we will offer

veggie sandwiches, vegetable and chicken soups, chips, and a variety of salads.

Also, we will offer a variety of beverages such as coffee, tea, soft drinks, and

beverages. For dinner, we will in addition to the menu, offer take-outs to our

customers.

10. MARKET ANALYSIS

The restaurant industry could be described as a large and diverse one, having so

many niches within it where one could focus on.

The industry could be categorized into two:

Full-service restaurants (FSR)

These restaurants focus on full-service delivery. They primarily focus on providing

food and beverage services to customers who seat, order for food, eat, and

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thereafter pay for services. Sometimes, most of these restaurants offer take-out

services as well as some sort of entertainment to their customers.

Limited-service restaurants (LSR)

These restaurants, unlike the FSR, offer limited services which include buffets,

cafeterias, snack bars, and non-alcoholic beverage bars.

Market Trends

The market trend when it comes to International restaurant / delicacies is that; most

of the clients that patronize these restaurants are not necessarily from Sierra Leone

where these meals originate from. As such, they just want to have a feel of the meal

perhaps out of curiosity.

For example; people that patronize Chinese restaurants are not necessarily Chinese

folks. People from different country and culture just love Chinese meals and they are

willing to pay a premium when compared to the prices of what normal menus – local

meal goes for.

In essence, when you run an International restaurant, your target market should not

be restricted to only migrants from the regions where the meals originates from, but

everyone who is willing to explore when it comes to foods. With good publicity, the

meal of a foreign country can become popular in Sierra Leone just like Chinese

delicacies, Nigerian delicacies and what have you. Part of the marketing and sales

strategies that we will adopt includes:

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Opening of our International restaurant with a big party (This means that we plan to

invite people from diplomatic communities, the corporate communities and people

from and within the neighbourhood where the business is located)

Neighbourhood, door to door and mouth to ear mode of adverts to introduce our

business

Engage in road shows ( make some open air noise) to introduce our business

Send proposals to NGOs and corporate organizations to handle their kitchen arm of

business (especially for their employees)

Start a TV show in line with our business goal and objectives

Sponsor relevant events, such as cooking competitions, and cultural events, et al.

11. Our Target Market

We are quite aware that the target market for restaurant cum food business cuts

across people of all walks of life, since everybody needs food to survive and we are

prepared to meet the needs of as much people as we can, within the various

locations our International restaurant will be located.

The market is segmented into two: The residential and the business community.

The customers in the residential communities comprise of single-family, business

people and multi-family housing. MBIR had chosen its location to appeal to the

increasing number of households in the area. A lot of the people living in this area

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would close from work at the end of the day’s work and come for well-prepared

nutritious meals that we have to offer.

Target Market Segment Strategy

Madam Batis International Restaurant will focus on attracting young adults and

adults ages 20-55, with an annual income of at least Le20m to Le50m. We will

concentrate on the high-end spenders who enjoy new restaurants, eating out, a fun

atmosphere, and high-end food and service. We want the slay queens, OGs, high-

end clubbers, tourists with money, wealthy image seekers and compulsive spenders.

We focus on these specific groups because these are the types of people who

frequent other clubs and restaurants like ours. They are the ones that are willing to

spend their money on good dining and service at high prices.

We generally know the characteristics of our clientele with our available

demographics of the area; our personal crowd would consist of young adults and

adults ages 20-55, both male and female, usually at least one year of college if not

already fully graduated. Our Geographic’s include people from the central business

area, Business sellers from PZ, and foreigners from other countries. The buying

patterns of our clientele will be people who like to spend money on pampering

themselves, on quality food, feeling special, projecting an image of wealth, trying

new things, and thrill seeking.

In order to stay focused on the kind of business brand we intend building, we have

clearly defined certain groups of people as our main target. They are:

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Migrants

International Tourists

Top Executives

Families

Celebrities

The Diplomatic Community

Residence

Corporate Organizations

12. Our competitive advantage

From our research and feasibility studies, we were able to discover loads of

restaurants with a couple of them serving International delicacies. As a matter of

fact, most of them have stayed long enough (10 years and above) in the business

and they have mastered the market. The sole fact that they have stayed this long

means that they enjoy robust patronage.

Since we are aware of this obvious detail, we have decided to adopt a unique

strategy that will help us gain our own market share, stay afloat in the industry and

steadily walk our way to the top of restaurant business in Freetown and the rest of

the country.

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And part of the strategy that will give Madam Battis International restaurant

competitive advantage in the market place is; the point that we will not only serve

various International delicacies in a cozy environment that will make our customers

connect with their culture and heritage, we will offer home delivery services, we will

offer culinary training and we will also offer outdoor catering services, as demanded

by our clients.

13. SALES AND MARKETING STRATEGY

Madam Battis International restaurant will station itself as one of the leading

restaurants in the downtown area of Freetown.

How are we going to do this?

First, we will make sure to offer our customers healthy and nutritious meals that

have been prepared with quality, nutritious, and organic ingredients at affordable

prices. Our restaurant will provide customers a welcoming atmosphere that keeps

them comfortable and relaxed while they enjoy their meals. We will also provide

some sort of soft entertainment to our customers.

Second, Madam Battis International restaurant will also stay active and up-to-date

with the latest development in the industry regarding market trends. In addition to

having a website, we will create an online presence on social media platforms like

Facebook, Whatsapp, Tiktok and Twitter.

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Sources of Income

Generating enough income to take care of overhead and operational cost might not

come so easy for a new business. As a matter of fact, most new businesses budget

for money to pay employees and run the business for as long as 6 months or so,

because they know that they might likely not make the money they require to

effectively run the business within such a time frame.

This is because they conversant of the teething stage which nearly all businesses

face upon inception. As a result of our findings, we have adopted a strategy that will

guarantee that we generate adequate income from different sources.

Of course, our business goal is to run a first class International restaurant, but every

other means of generating fund for the business is in line with providing delicacies to

our highly esteemed customers which is our business mission. Here are the sources

we have put in place to generate resources for Madam Battis International

restaurant;

Selling International and local meals in our restaurant

Offering home delivery services to our customers

Offering outdoor catering services

Running a top notch culinary training school

Offering consultancy services in line with our business goal

Sales of drinks (local and International), wine (local and International), beverages

and water, et al

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14. Sales Forecast

It is important to state that our sales forecast is based on the data gathered during

our feasibility studies and also assumptions. This is for sales projections based on

what we saw.

Lunch-:

150 lunches per day (on average), 12 months per year

Typical lunches per year (in full year) is 50,200 (estimated figure)

Le 50,000 per person on the average

Dinner-:

180 dinners per day, 12 months per year

Typical dinners per year (in full year) is 70,000 (estimated figure)

Le75,000 per person on the average

Sales of Drinks, Wine, Beverages and Water:

On the average over 80% of people who purchase dinner or lunch would consume

drinks

This equates to 120 drinks for lunch and 144 bottle of drinks / wine / beverage for

dinner in a day

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N.B-: The possibility of the figure to increase by 25 percent or more cannot be ruled

out. Research shows that people who consume alcohol are generally not satisfied

with just one bottle, especially when they have the financial resources to purchase a

whole lot more.

Marketing and Sales Strategy

We are quite aware that the market for International meals is on the increase, and

we are also aware that loads of restaurants in Sierra Leone deal in International

delicacies. In view of that, we have been able to work out plans that will help us win

a large percentage of our targeted market over.

It is also important to state that we will continue to change or improve our

marketing and sales strategy, until we are able to get a hang of the kind of result we

are looking for. In essence, our sales and marketing strategy just like every one of

our business strategies will remain flexible. In nut a shell, we will explore the

following marketing and sales strategies to promote our International restaurant

business:

Direct Marketing (Staff)

Via Our Sponsored TV Programs

Erect Our Billboards in Strategic locations around the city

Making use of sales Agents

Sales Reps

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Online Marketing (via our official website, social media platforms and blog et al)

Referral Marketing

Revenue Sharing Business Partners (Event Planners and Contractors)

Public relations during our culinary training sessions and outdoor catering services

Milestones

The following table lists important program milestones, with dates and managers in

charge, and budgets for each. The milestone schedule indicates our emphasis

on planning for implementation. The most important programs are the sales and

marketing programs.

Management Summary 

Our management philosophy is based on responsibility and mutual respect. People

who work at Madam Battis International restaurant want to work there because we

have an environment that encourages creativity and achievement. The team

includes a maximum of eight to twelve employees, under a president/manager of

one.

Personnel Plan

The personnel plan reflects what we would like to keep as a steady positioning

throughout the years. Our total headcount will increase from 8 to 12 come

December because that’s the beginning of our “good” season. However, we plan to

keep the head count at 12 because of the space and dynamics of the restaurant. It

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appears we don’t need more than 12 employees to run the business until the fourth

and fifth year, if and when we are successful enough to expand. 

15. Distribution

Madam Battis International restaurant products will be distributed through markets,

Recreation centres, offices, small independent shops, cafes, colleges and to major

governmental organizations lying in our designated distribution area. Selected offices

will be our starting point, as they provide valuable product traffic and awareness of

our food. Ambuger and sandwich (take-aways) will provide additional distribution

locations, and also to increase our brand awareness. For distribution to catering

organizations, we will utilize the couriers to some extent, but will also send our food

directly with the deliveries for Madam Battis International restaurant. Our costs will

be around Le 30,000 per wraps and Le 70,000 per roll.

Our second target for distribution is directly to people in their homes. By getting

people to sign up as Restaurant Customers, we obtain their address, as well as all

necessary contact information. By building a custom database, we will be able to

efficiently plan daily deliveries based on neighbourhood.

Distribution directly to the consumer will be done daily by the couriers who will

receive their route and transportation options. We aim to have a large share of our

customers within walking distance of the restaurant but have bikes available for

longer distances. In some cases, the courier may use a car, or the company delivery

van. Each courier will be able to carry up to 500 takeaways per trip, and will be

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expected to make three trips per day. With customers receiving an average of 1 loaf

every 6 days, we can service 1200 takeaways Customers per courier. The courier

would be receiving around Le 5,000 per takeaway delivered.

The third distribution strategy for our products would be through our store-front

shop. Hopefully, in the future we will be able to offer large delivery services, but

during start-up we will work out of our own small deliveries. Customers will be able

to walk in and buy our foods, as well as set and/or send orders by telephone, online,

or through a direct in-store appointment. We will set up a small sitting area to be

used by our customers who will enjoy a convenient coffee & tea drink, and the

general atmosphere of the store. Because the majority of our products will be baked

and fry fresh daily, we will provide for the expected customer estimate of 200-500

customers per day and specialty food will be made after an order is placed. At the

end of the day, we will move all of our not purchased goods into an area for ―Day

Old‖ food where people will be able to buy the not fresh food for half the price of

what we would normally sell it for. Customers who target this as their opportunity to

purchase from us may not be given the advantage of our variety but will receive the

opportunity for lower priced goods. By the second day if the products are still not

sold we plan to deliver them to the charity organizations, or other not-for-profit

organizations that may benefit from our products.

Deliveries will be based on our customers‘requirements and will be tailored to suit

the size and individual requirements of the establishments concerned. Some

customers require deliveries once or twice a week, whilst larger companies will

require a daily delivery service. Time of delivery will also be an important factor for

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many of our customers and we will do our utmost to accommodate their

requirements as much as we possibly can.

16. Promotion

We will start with excellent products at a competitive price, but then make our

service exceptional by delivering directly to our customer at no extra cost. In order

to get visibility of our offerings, we will use a variety of advertising channels and

promotions.

Printed advertisements, which will run during the opening week, will highlight snacks

as an everyday product, to be purchased fresh on a weekly or daily basis. More

printed advertisements will run during the Easter and Christmas seasons. Costs for

these advertisements will be approximately Le 70,000 each.

Marketing Materials

 Marketing materials for Madam Battis International Restaurant will include the

following items:

 Business cards geared towards customer referrals

 General business cards

 Tri-fold brochure/menu

 Business referral program brochure

 Madam Battis International Restaurant website

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  Print advertisements in newspapers such as the New Vision and the Daily

Monitor

 Cable TV advertisements

 FM Radio station advertisements

 Poster ads on mass transit

We will incorporate business cards and brochures that provide our menu and

product selection, a window display that will be a direct visual appeal, and in the

beginning use advertisements in the newspaper to introduce our new business. We

hope that our idea to sell ―Day Old food for half price will promote our products,

although we want to be known as a Restaurant that sells our fresh baked or fried

food and pastries. If allowed we may also try to go to other local coffee shops and

small business to post flyers to promote the Madam Battis International Restaurant.

We also expect that our valued community involvement will also work as a

promotion by improving the public view of our business and advertising to the

individuals involved with the organizations we work with.

In order to promote our products in the markets, we will also provide sample bread,

and offer demos to engage with customers. We will also participate in food events

throughout the city to sample bread and educate our customers.

Leads for Madam Battis International Restaurant will be generated through the

following means:

 Customer referrals to other customers via a business card promotion at

checkout

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  Business referrals from area businesses via a six month introductory

promotion marketed directly to these companies

 Print advertising in the local language dailies

 Alternative advertising through posters on City buses which serve PZ and

Central Business District

Referrals

Customer Referrals:

Madam Battis International Restaurant will have business cards available at the

counter which offer a free baked food with any purchase on the back. The checkout

clerk will encourage the customer to pass this business card on to someone else so

that they can redeem it for the free baked food. Some may choose to use it for

themselves, but it is hoped that many will give it to someone else, as they will be

told that is the purpose of the card.

Business Referrals:

Madam Battis International Restaurant will seek referrals from PZ businesses who

share its environmentally-conscious mission. These include "Mark Group" firms and

environmental consultants. Madam Battis International Restaurant will offer a six

month promotion to individuals from these firms (when they show ID) which grants

them Madam Battis International Restaurant Club deals without having to sign up for

the Club. We hope that these firms will pass on the information about this deal to

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their employees, as it is in keeping with their own mission and an additional perk

they can offer to their staff

17. STORAGE AREAS

Sufficient storage areas for both ingredients and finished articles are essential. The

bulk line of ingredients such as 25kg bags or 20kg cartons are generally best stored

on a pallet off the floor in the main storage area. If there is insufficient space some

of these lines can be stored on shelves under the work benches.

Smaller ingredients are more conveniently stored in cupboards or shelves above the

work or finishing benches. Finished articles can be stored in mobile tray racks in the

store-house or in storage racks under the benches. Storage racks under the finishing

bench are particularly suitable.

Utilities Requirement

Main utilities would be gas, power and water. Distribution transformer station,

loading capacity averaging 10 KW, 3-phase industrial meter is estimated to fulfil the

requirement of power. B-1 category is advisable for electric consumption. Water

supply would be through the Guma Valley Water Company.

Madam Battis International Restaurant is primarily a food company, and the root of

the operation is production of fast food. The other two critical components are sales

and distribution. To reach the scale we intend, it will become necessary to include

account management, systems development, administrative, and operational

management.

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18. Product Mix Offered

Managing the restaurant products merchandising mix involves decision about what

products to carry, styles, models, colors, sizes, and price ranges, and how many

units of each product to have in roster. Many customers select one restaurant over

another because of the variety or assortments of food products available.

The decision about size and content of any restaurant products distribution retail

store is largely determined by the space available. Adequate space to setup an

assortment of restaurant products is important for customers comfort. Thus, an

important decision involves the range of restaurant products that are essential to

satisfy the customer’s needs. A small number of restaurant products will probably

account for a large amount of sales volume. These restaurant products deserve

special attention and need to be properly managed. Being out of preferred and

highly expose food creates a negative customer impression of the retailer.

In addition to a wide assortment of restaurant products on hand, retailers must also

have stock depth, that is, sufficient quantity of each restaurant product on hand to

support sales.

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 19. Financial Plan 

The following topics and tables outline our financial plan. We plan to turn a

significant profit, but we will structure the business so as to maintain a healthy cash

flow.

Important Assumptions

The financial plan depends upon important assumptions, most of which are shown in

the following table. The key underlying assumptions are:

 We assume a slow-growth economy, without major recession.

 We assume that there are no unforseen changes in the expectancy in the

popularity of our restaurant.

 We assume access to investments and financing are sufficient to maintain and

fulfil our financial plan as shown in the tables.

General Assumptions

Plan Month 1 2 3

Current Interest Rate 10.00% 10.00% 10.00%

Long-term Interest Rate 10.00% 10.00% 10.00%

Tax Rate 25.42% 25.00% 25.42%

Other 0 0 0

20. Economic Outlook

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This section of the analysis will detail the economic climate, the restaurant industry,

the customer profile, and the competition that the business will face as it progresses

through its business operations.

Currently, the economic market condition in Sierra Leone is in recession due to the

Covid19 Pandemic. This slowdown in the economy has also greatly impacted real

estate sales, which has halted to historical lows. Many economists expect that this

recession will continue until mid-2022, at which point the economy will begin a

prolonged recovery period.

There over 6,000 restaurants and eateries in Freetown. Gross annual receipts total

more than Le 500,000,000 per year. It is one of the country's largest grossing

industries. The industry also employs over ten thousand people, and generates an

average annual payroll of more than Le 300,000,000 per year.

As the country has become significantly growing of the last ten years, more and

more Sierra Leoneans are eating out. Time has also become a concern for the

average Sierra Leonean family. Studies have shown that more than 20% of Sierra

Leonean families eat out at least one night per week. Sierra Leonean, on the whole,

have also become much busier. More and more families now have two incomes, and

as such, the tradition of staying at home and cooking meals is more difficult for

those working class families.

21. Publicity and Advertising Strategy

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Restaurant business just like any other business in the food industry requires media

hype to get people to buy into the brand. We are quite aware of this and we have

decided to make provisions for serious promotion of our brand. Here are the

platforms we intend making use of to promote and advertise our business;

Place adverts on national TV stations, Radio Stations and Newspapers / Magazines

Run our own TV program

Sponsor relevant community programs

Leverage on the internet and social media platforms like; Instagram, Facebook ,

Whatsapp, Tiktok etc.

Install our Bill Boards on strategic locations

Engage in road show from time to time

Distribute our fliers and handbills to targeted areas from time to time

Send out introductory letters to multinationals, embassies, and Diaspora

organizations and networks in and around Freetown.

22. Our Pricing Strategy

Good foods definitely do not come cheap, but we are sure going to work towards

fixing prices that will be pocket friendly. Our various International delicacies might

43
not come cheap when compared to local meals or everyday meals in Sierra Leone,

but we will try as much as lies within our power to strike a balance between making

profits and satisfying our highly esteem customers.

Our strategy for fixing prices will be solely driven by what is obtainable in the

industry, alongside sampling the opinions of our targeted market on the amount

they will be willing to pay for various International meals.

Payment Options

Our payment policy is all inclusive because we are quite aware that different people

prefer different payment options as it suits them. Here are the payment options that

will be available in every of our outlets;

Payment by cash

Payment via Point of Sale (POS) Machine

Payment via online bank transfer (preferably for those that will order our products

and would want us to deliver it to them, those that wants to attend our culinary

training, as well as for payment for outdoor catering services)

Payment via check (preferably for those that will order our products and would want

us to deliver it to them, those that want to attend our culinary training program and

for payment for outdoor catering services)

Payment via Mobile money

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In view of the above, we have chosen banking platforms that will help us achieve

our plans without any itches.

23. Startup Expenditure (Budget)

The Fee for Registering the Business: Le 5m

The budget for insurance, permits and license: Le 3m

The Amount Needed to Rent a Facility for 6 months in Freetown (reconstruction of

the restaurant is inclusive): Le 45m

The Cost for the purchase of restaurant furniture and gadgets (fridges, TVs, Sound

System, tables and chairs et al): Le 20m

The Cost for tableware, utensils, dishes, bar and kitchen equipment: Le 12m

The Cost for supply of raw foods, ingredients, drinks and beverages for a month: Le

5m

The Cost of Launching a Website: Le 2m

The cost opening party: Le 3m

Additional Expenditure (Business cards, Signage, Adverts and Promotions et al): Le

5m

Going by the report from our research and feasibility studies, we will need an

average Le100,000,000 to set up a moderate International Restaurant in Freetown.

From our projections, we are likely going to start making profits after the first 3

45
years of setting up the business and we have put plans in place to take care of the

overhead and operational cost.

Generating Funding / Startup Capital for our Restaurant

We don’t have the intention of bringing business partners outside the family to

invest in the business, at least for the first 5 years of running the business that is

why we have restricted raising our startup capital to;

Generate part of the start – up capital from my savings

Source for soft loans from family members and friends

Apply for loan from the bank

N.B-: We have been able to generate about Le 75m and we are at the final stages of

obtaining a loan of Le25m from our bank. All the papers and document has been

signed and submitted, the loan has been approved and any moment from the now

our account will be credited.

24. Sustainability and Expansion Strategy

The bigger picture of Madam Battis International restaurant is to grow the business

beyond Freetown to other major town in the country. As such, we intend spending

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the first 5 years of the business in building and communicating our brand to our

targeted market.

We have plans to sell our franchise to interested entrepreneurs who have what it

takes to become our ambassadors. We know that once our brand has been accepted

by the general public, it will be easier for us to successfully sell our franchise to

interested entrepreneurs who intend leveraging on our brand to start their own

business.

In addition, we will ensure that we invest in regular training and development of our

work force. We will not stop at exploring various International meals from all parts of

the world.

Check List / Milestone

Cooking Training Plan : Completed

Business Name Availability Check: Completed

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Business Registration: Completed

Opening of Corporate Bank Accounts: Completed

Securing Point of Sales (POS) Machines: Completed

Opening Mobile Money Accounts: Completed

Opening Online Payment Platforms: Completed

Application and Obtaining Tax Payer’s ID: In Progress

Application for business license and permit: Completed

Purchase of Insurance for the Business: Completed

Renting of Facility and Construction of the Restaurant: In Progress

Conducting Feasibility Studies: Completed

Generating capital from family members and friends: Completed

Applications for Loan: In Progress

writing of business plan: Completed

Drafting of Employee’s Handbook: Completed

Drafting of Contract Documents and other relevant Legal Documents: In Progress

Design of The Company’s Logo: Completed

Graphic Designs and Printing of Marketing / Promotional Materials: In Progress

Recruitment of chef and other key employees: In Progress

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Purchase of the Needed furniture, electronic appliances and kitchen equipment: In

progress

Purchase of Kitchen Utensils, plates, cups, cutleries, and other accessories:

Completed

Negotiation with Freelance Sales Reps: In Progress

Creating Official Website for the Company: In Progress

Creating Awareness for the business both online and in the neighborhood: In

Progress

Health and Safety and Fire Safety Arrangement: In Progress

Opening party / launching party: In Progress

Compilation of our International delicacies / Menu list : Completed

Design and preparation of our cooking guide

Design and preparation of our culinary training modules: Completed

Arrangement for trainers and training facility: In Progress

Establishing business relationship with vendors – suppliers of raw food ingredient: In

Progress

Establishing relationship with vendors – suppliers of drinks, wines, beers, and all

forms of drinks: In Progress

Purchase of delivery vans: Completed

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Purchase of motor bikes for delivery: Completed

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