BUSINESS

PROPOSAL
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MINUTE MEALS
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Table of Contents
.................................................................................................................................................................1
Introduction...........................................................................................................................................3
Our Philosophy......................................................................................................................................3
Our Vision & Mission............................................................................................................................3
Background............................................................................................................................................3
Purpose...................................................................................................................................................4
Problem..................................................................................................................................................4
Scope.......................................................................................................................................................4
Execution Strategy.................................................................................................................................5
TARGET AUDIENCE..........................................................................................................................5
Promotional Activities...........................................................................................................................6
Startup Expenditure..............................................................................................................................7
a) Fixed Costs.....................................................................................................................................7
Variable Costs........................................................................................................................................8
Onetime costs.........................................................................................................................................8
Conclusion..............................................................................................................................................9
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Introduction

In today’s world where everyone is in a hurry to get done with their work, MM company after
critically thinking about how to make it easy for people to manage their work, cooking and daily
basic chores together came up with an idea of MINUTE MEALS which will provide people with
delicious daily meals within minutes. Our company has worked on this idea since last year and
after evaluating all the areas where we can improvise we have decided to implement our idea.
We at minute meals believe that convenience and health go hand in hands and one should not
compromise on any of these.

Our Philosophy

Minute meals innovates with delicacies of the sub-continent to give you a meal of happiness
every day. We ensure that our products are not just convenient and easy to prepare but also
deliver on the flavor, traditional taste and aroma that our consumers love and cherish. We work
tirelessly to bring the best meal solutions to our valued consumers – looking internally and
externally for new ideas, trends and improvements to deliver a superior product experience.

Our Vision & Mission

Establish Minute meal as the leading brand, offering authentic traditional meals & food
solutions, with relentless focus on excellence in all we do, ensuring a wholesome experience for
our consumers around the world.

Background

We are a newly established company which consist team of visionary entrepreneur, an avowed
humanist and a committed philanthropist, Miss rukhsar abbas, Lailama sardar, Fizza,Afreen and
amna, Founders of minute meals. We have also worked for national foods (recipe mixes) and
created all of their campaigns, budgeting plan, promotional timelines for the year 2022 which
enhanced our skills more and increased our technical knowledge as well, while working on that
project of national recipe mixes we realized that there is something important which has been
missing out as people are not just satisfied with recipe mixes they need something more
something efficient with more convenience, after critically thinking and taking insights from the
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consumers in the market and after doing market analysis we came up with the idea of minute
meals as we identified the pain point of consumers and what they actually need.

Purpose

The purpose of our business is to offer value and convenience to the consumers with our product.
We will be offering varieties of product to our consumers which can be used on a daily basis, our
aim is to expand our product line more after implementing our idea successfully, we will be
moving towards more categories of meals which can be prepared within minutes. Currently we
are offering the products which have been mentioned below:

Minute
meals

Chicken Vegetarian Snacks

Chicken Daal Aaloo Chana Mac n

Karahi Qourma Nihari Haleem Mix sabzi Red beans Macroni Spaghetti
handi makhni palak masala cheese

Problem

If we look at today’s world and people we will easily identify the difference between old times
and now that before technological developments and advanced technologies people use to have
more free time as compare to today back in the times they can spend time on their leisure
activities as well but now a days it is very much difficult for people to take some time out of their
busy schedules to even cook for themselves. We conducted an consumer insight survey in which
we identified that many working woman, man, students as well does not get enough time to
cook for themselves and ends up ordering food online which is not only expensive but can be
hazardous for health as well.

Scope

While keeping in mind the problem of today’s generation we tend to provide them with the best
possible solution which is that they can get their favorite meals within just minutes. Our product
can provide ease and convenience to our consumers while also considering their health as well
we provide quality products to our consumers. The food can be kept at room temperature and
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can be consumed within 24 hours after buying, the packaging will be done under skilled
supervising team which will make sure to maintain the quality and quantity of the product. Our
product can be consumed by anyone be it man or a woman as there is no need to do anything
they can just pre heat it for few minutes and eat.

Execution Strategy

Our execution strategy incorporates proven methodologies, extremely qualified personnel, and a
highly responsive approach to managing deliverables. We will be executing our plan into phases
in the first phase we will be delivering our product to all the retail chains such as Naheed, Imtiaz,
Metro etc. Our distribution manager will make sure that all the products are available at all the
retail outlet chains and further more promotional campaigns will be conducted in those retail
chains to make people aware of our product.

Manufacturer Distributor Retailers Consumers

TARGET AUDIENCE

The main target audience of Minute Meals are the people from Social Classes of A & B. If we
discuss this in detail then social class A consists of people from upper-upper, upper-middle &
upper-lower whereas social class B consists of people from middle-upper & middle-middle. As
majority of these social classes’ categories include people who have busy lives because of their
work commitments mainly, for this reason Minute Meals would be the go-to thing for them in
order to eat something appetizing in short span of time & they can also afford to buy these on a
regular basis, if not daily.
In terms of age, the main target audience ranges between 18 years to 55 years. The reason for
this is that these are the people who mostly belong to the working class & want to eat nutritious
& healthy food before leaving for work, during work and even after coming back home from
work. It can also be said that as people from this age range are socially active often therefore
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Minute Meals can also play its role in gatherings, parties etc., either as appetizers or as a main
course.

Promotional Activities

We as a team are willing to take marketing of our brand on huge level. Marketing is the most
crucial stage. We are planning to promote on every social networking site. To gain market share
and aware everyone on national level about our brand we will do following things such as
sending PR packages to Social Media Food Bloggers on Instagram like
peplumsandpineapples,Karachifoodaventure,thegraphicfoodie,foodietravels.pk, girlgottaeat. On
Facebook, Social media campaigns designed on groups such as Soul Sisters and Soul Brothers
would do the job. Moreover, the idea is to hold Competitions in both groups- Winner gets any 4
recipe mixes free.
On a larger level, we will be sending PR’s to celebrities. They will post videos about their honest
feedbacks. Popular trending personalities will also be approached such as Dananeer(pawri gurl)
gradually to increase our physical presence we will hold Competitions and games in Dolmen
mall and Lucky one in which Winners will get free samples.
Furthermore we will run ads on YouTube between dramas, rum promoted posts on Instagram,
twitter, Facebook, Pinterest. We will make sure to customize our target audience while
promoting to reach our higher audience. Facebook has so many platforms for self-promotions
also the talk of mouth matter a lot. Facebook groups like SWOT, Food talks and Karachi food
diary.
With the fast online media world, digital magazine still plays a vital role. We will get our articles
posted on magazines such as dawn, Jung, digest Pakistan. We will run TVc’s- 30 seconds Ad on
news and drama channels apart from all this, In store branding in Imtiaz, Naheed, Carrefour will
be preferred where Sales representatives will be persuading people buy offering Buy 1 get 1
free offers to attract customers.

Apart from all the campaigns we will be doing to gain organic reach on online platforms we will
be needing campaigns for gaining customer base physically as well. For this we will be visiting
universities and put up snacks stalls like mac n cheese, spaghetti and macaroni. Further we will
divide students into groups of 1 male, 1 female and Ask Them General knowledge questions
gradually at the end, Winner team will win meals. We will create awareness of what our brands
have to offer to students living away from their homes and who are short on time in their dorms
and especially fast-food everyday can prevail unhealthy lifestyles amongst students. Our mission
is to not let our customers miss out on homemade food or ghar ka ziaqa amidst fast growing
global world. Our second most major class which will be targeted will be working class (middle
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and upper class) who are too short on time and want healthy hygienic food every day. Not only
this but people who don’t know how to cook can save themselves as well, we will also start a
campaign in which we will normalize men working in kitchens. The purpose will be to reinforce
the message “skills is independent of gender” as On the go meals will just require to be
microwaved this way we will Expand target audience from dominance in women’s segment to
males
Lastly to promote good will and to promote customer- business relationships, Food tastings for
audience at food trucks which will be setup at 3 popular places in the posh areas of cities.

Startup Expenditure
At minute meals it’s our hope to grow moderately, we want to grow our business with a positive
cash flow. We are planning to build a classic business model in which, for the first two years any
residual profits will be invested in business expansion and investors. We have also estimated that
for the first two years are advertising costs will be higher, they’ll go lower once we build a
strong customer base.
Although most of the new businesses in the industry operate with negative cash flows through
first two years we hope to have mitigated our risk by knowing our competitors, industry, target
market etc. Here’s the outline of expenditures we expect:

a) Fixed Costs
The first category in our expenditures is fixed costs which will include property rent, machinery,
employee salaries and advertising.

 In order to lower our fixed costs, we have decided to rent out a facility in Industrial area.
It will include the manufacturing factory as well as our office. The amount needed for
acquiring such facility is 6.6 million per year.
 Four machines are needed for the production of ready to eat meals. These machines
include Filling equipment, Sealing equipment, Microwave tunnel and cooling tunnel.
 Microwave: 2 million, Filling Equipment: 1.35 million, Sealing equipment: 950k, cooling
tunnel: 1.5 million.
 Total Equipment cost = 5.8 million pkr
 We have estimated our employees to be around 30. 12 factory workers and 18 office
staff. The total salary cost is 1.3 million per month.
 Advertising/ Marketing costs are divided into 4 categories
o TVC Costs
o Social media advertising and Billboards cost
o Blogger payments
o Universities PR drives and distribution costs.
 TVCs will be broadcasted on 3 channels. The total TVC cost would be 26 million, which
will also include the broadcast rights with channels.
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 Social media advertisement will include YouTube ads and Facebook promotions.
Billboards and social media advertisement combined will cost us 1.5 million.
 The total cost of blogger payments would be 500k. Bloggers with 50-100k followers
charge 5-8k per ad and bloggers with 100k+ followers charge around 12-15k per ad.
 Universities PR drives and the distribution costs are expected to be 1 million.

So, the total fixed cost would be 43 million pkr.

Variable Costs
The second category in our expenditures is of variable costs. These include raw materials,
packaging costs and utilities.

 Raw materials would include spice mixes, meat, vegetables, oil, pulses, cheese pasta etc.
For the initial year our goal is to produce and sell 1 million ready to eat meals. For that
the we have estimated the raw materials cost to be 8-10 million
 Packaging costs for our ready to eat meals would be 3 million.
 The utilities cost is expected to be 15-18 million per year.

So the total variable costs would be 33million pkr

Onetime costs
These are the costs that the business will incur for one time throughout its life, they include
permits, office furniture and supplies, software implementation.

 The business permit cost would be around 1 million pkr.

 Office furniture and supplies cost 1.8 million pkr. The supplies include laptops, files
papers etc.
 The software implementation to run our business functions would cost 10 million.

So, the total onetime costs would be 12.8 million pkr.

The total startup expenditure is therefore 90 million pkr.
Initially our product portfolio will include three categories i.e. Vegetarian meals, Non vegetarian
meals and Snacks. The prices of our products vary according to their category. For example: In
vegetarian category our 760g pack of product would be priced around 350-400pkr, whereas in
our non veg category a 550g pack would be priced between 575-650pkr and for snacks 375g
pack of any of those snacks would 275-300 pkr.
Since a large part of our country loves Non vegetarian food so we will be producing 125k boxes
for that category, 50k for snacks and 75k vegetarian products. If we are able to sell 75% of our
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production in a year, which consists of 105k non vegetarian tins, 35k snacks and 50k vegetarian
meals, we will be able to retain a profit of 2.75 million.
This net income will be divided between investors and a part of it would be retained for business
expansion.

Conclusion

For a better sound and clear picture, we would like to conclude in a way where we can make our
objective stand out and what we have to bring on the board and also to let you know our point of
difference. We are willing to launch readymade meals for an instant solution especially for
People who are short on time such as students, working class. To promote this idea, we will run
through awareness ads, universities, social media campaigns, PR, bloggers and will be
generating Around 28 lacs in first year and gradually building up to expand up to 20 million. For
this we need 90 million funds to put this idea into reality. We have to offer our profit as 80 % to
investors, 20 % team. Lastly we want you to bring our vision, our idea to fruition. our product is
a perfect match for your needs. If there is any more information we can provide, please let us
know. We look forward to meeting your every need and We would be ecstatic to have you as our
investors