2.1.

Vision Statement:

We aim to become the top vegetarian restaurant in the twin cities and eventually expand our

business all over Pakistan. We will transform the way people think about veganism and foster a

culture that appreciates the therapeutic potential of plant-based foods.

2.2. Mission Statement:

Our mission is to offer a wide variety of high-quality vegetarian and vegan foods in the footsteps

of people living in Islamabad and Rawalpindi. We offer a lot of creativity, exquisite taste, and

aesthetic delights that would surprise vegetarians and non-vegetarians alike.

2.3. Core Values:

 We believe in superior quality, consistency and honesty.

 We are devoted, focused and driven toward the business and have a deep passion for our

customers and employees.

 At Little, Green's decisions are based on integrity, long-term viability, and the overall

impact on the environment.

 We like to do things differently while staying on top of the latest trends. We encourage

professionalism, innovation and individuality.

3. Companies Products & Services:

3.1. Business Description:

Little Green is a vegetarian food delivery service. We are based in Rawalpindi/ Islamabad. The

business offers food for diet-conscious people, mainly vegetarians and vegans. As people in
Pakistan are becoming more diet conscious and want to eat clean diets, vegetarian food options

are limited in restaurants. Many of these people are bound to resort to the staple daal chawal and

sabzi due to the restricted availability of variety. Our menu is extensive and is mainly based on

Western vegetarian food options. Our menu consists of burgers, pasta, salads, nuggets, wraps,

salads, veggie wings and juices. The menu offers special vegan options as well as special plant-

based milk. Our burgers include tofu burgers, mushroom burgers, and Aloo Tikki burger.

Moreover, we have chickpea wrap, tortilla wrap and tofu wrap. We offer many types of hummus,

fried fingers, tofu nuggets, potato balls and cauliflower wings. Moreover, we offer fresh juices,

cashew nuts, almond milk, soy, and coconut milk. Our speciality is Lentil Bolognese, vegan

shepherd's pie, spaghetti and vegan meatballs, and date night alfredo. We will try to

accommodate all our customers by providing vegan or gluten-free alternatives.

The customers can satisfy their cravings for Western food while eating healthy. With the

vast menu, customers can try different options as all the items taste exquisite. Eating clean while

satisfying their cravings will help consumers lead healthy lives. The customers will be

guaranteed that the food is freshly cooked, and all the food items delivered will have calories

mentioned on the packing. If there is any mishap, and the customer complains about the

freshness of the food, there will be two options. First, the money will be returned to the client,

and complimentary food will be delivered to them on the same day. The taste of our products and

the wide variety help us create a competitive advantage over others.

3.2. Patent & Trademark:

Our business does not seek a patent or trademark on our recipes as we want longer-

lasting protection than patents as the protection is only for 20 years from the filing date. We want

longer protection, so we decided to keep our recipes as confidential information. In this regard,
we will see an emphasis on the confidentiality clause in our contracts with the employees and

partners.

3.3. Production Process Description:

The raw materials will be bought from local vegetable and fruit markets. The imported

goods will be bought from Green Valley, and Metro and others will be outsourced. The buying

of perishable goods such as fruits and vegetables will be done daily. At the same time, some of

the ingredients will be bought and stored. Whereas the other key ingredients will be bought every

week.

Moreover, the daily operations will be based upon the phenomenon of “cook to order”.

The customers can order all around the day and can get food delivered within the next 4 hours.

As our specialty is to deliver fresh food, we need fresh supply as well. Most of the raw products

will be acquired locally and would cost around PKR3,000 each day. Whereas, the tofu and other

products will be imported. It will be costlier. Tofu is PKR 1,000 per 350 gm, while other

ingredients will cost around PKR 4,000 per day. The vegetables are available in the market at all

times. However, the outsourcing and imports can take anywhere from two weeks to one month.

3.4. Future Products & Services:

We would like to expand our business to other cities as well. Moreover, with the success

of the business we plan onto entering into the catering and opening a restaurant in Islamabad.

The menu will be revised depending upon the popularity of items and reviews.
4. Industrial Analysis:

4.1. Industry Background & Overview:

Despite the political turmoil in Pakistan, it has shown a constant increase in the GDP.

The opportunity for new business growth in Pakistan is high. Pakistan's fast food industry is

expanding at a quick pace and has the potential to be extremely profitable, given the increased

demand for healthier eating options. (Ahmed, 2015). The fast-food sector is the second largest

industry of Pakistan. It caters about 169 million consumers each year. Due to increased

disposable incomes, shifting preferences, and product developments, the size of the Pakistani

food and beverage industry is expected to grow rapidly throughout the forecast period.

According to an average calculation, the fast-food industry in Pakistan, as well as the trend of

locals' eating habits, is growing at a rate of about 21% per year, implying that the fast-food

industry in Pakistan is growing at a rate of more than 20% per year.

4.2. Growth Rate & Trends:

The growing number of restaurants, fast-food chains, and meal delivery apps like grub

hub, caviar, and others increases customer accessibility, resulting in robust growth in the food

and beverage business. Furthermore, rising consumer desire for organic, natural, and fresh foods

as a result of increased health consciousness is predicted to boost demand for the food and

beverage market. The key trends in Pakistan are changing consumer lifestyles and preferences,

rising demand for organic food ready to eat items, and shifting consumption and selling patterns.

10% of the people prefer home delivery and about 24% like to eat fast food. Little Green can

easily penetrate the market as the trend for organic food as well as delivery service is on the rise.
4.3. Barrier to Entry & Exit:

The barriers of entry in the restaurant industry is the lack of capital, different economies

of scale, competition, product differentiation and local commerce regulations. The liquidation of

capital assets, the contracts with the employees and lenders, and some regulations can prevent a

smooth exit from the market.

4.4. Key Success Factors:

The key success factor for Little Green are:

1. Responsible Administration

2. Consistency

3. Superior Food Quality

4. Exceptional Taste

5. Food Innovation

6. Cost Reduction

7. Good Brand Image

8. Innovative Advertisement

9. Superior Cooking Skills

10. Exceptional Service

5. Competitor Analysis:

5.1. Existing Competitors:

There is little to no competition in this market niche. Most of the restaurants that offer

vegetarian options tend to serve pesto pastas, salads, and juices. The niche of vegetarian fast food

is very narrow. Butlers, Greenbrae, Subway, and Sage café offers vegetarian menus.
 CPM for vegetarian restaurant
BUTLERS SUBWAY SAGE GREENBAE
Critical Success Factors Weight Rating Score Rating Score Rating Score rating score
Customer Service 0.11 3 0.33 3 0.33 4 0.44 4 0.44
Consistency 0.11 4 0.44 2 0.22 3 0.33 3 0.33
Superior Food Quality 0.12 4 0.48 3 0.36 4 0.48 4 0.48
Exceptional Taste 0.13 3 0.39 3 0.39 3 0.39 4 0.52
Food Innovation 0.09 2 0.18 2 0.18 2 0.18 4 0.36
Cost Reduction 0.08 1 0.08 2 0.16 1 0.08 1 0.08
Brand image 0.09 4 0.36 2 0.18 3 0.27 4 0.36
Innovative Advertisement 0.08 2 0.16 1 0.08 1 0.08 2 0.16
Superior Cooking Skills 0.09 4 0.36 4 0.36 3 0.27 3 0.27
Exceptional service 0.1 3 0.3 3 0.3 4 0.4 4 0.4
TOTAL 1 3.08 2.56 2.92 3.4

Subway and Butlers café provide lower-quality customer service than Sage Café and Green Bae,

which have higher customer retention due to excellent customer service and employee behavior.

Except subway, all three provide superior food quality and consistency in their quality. Green

Bae offers the highest level of food innovation because their concept is entirely vegetarian, and

they have a completely vegetarian menu that includes ginger shots, among other things Except

for Green Bae, which provides food with higher nutritional value and health benefits, the taste of

all restaurants is average. All the 4 restaurants are quite expensive, which is their major

weakness.

Brand image is an important factor in determining the success of a business; without a good

brand image, there will be no customers and no business will ever succeed. Butlers and Green

Bae have worked hard to maintain their brand image by emphasizing customer service and food
quality. Except for Green Bae, who made an effort to advertise their 100% vegetarian menu,

none of the four competitors understand the value of innovative advertising.

Any restaurant that hires a chef with exceptional cooking skills will succeed. Butlers and Sage

have exceptional cooking skills, which subway and green bae are working on improving. With a

total score of 3.4, Green Bae is relatively stronger than all the other competitors.

5.2. Potential Competitors:

Our Potential competitors include home-based restaurants that serve an all-vegetarian

menu, sell via social media such as Instagram, Facebook, and use various delivery services such

as Careem, Food Panda, and other apps. This restaurant's niche is very narrow, but there is an

competitor who can potentially succeed and give us a lot of competition. i.e., vegan kitchen; a

homebased vegan restaurant that is plant-based and cruelty-free, which is run by a lady who is

experimenting with her knowledge of vegetarianism.

6. Business Strategy:

6.1. Desired Image & Position in the Market:

We aim to be a well reputable business and a trademark of quality and consistency. We

strive to create a positive impression of “Little Green” in people’s mind. We plan to create a

brand to which people turn whenever they are craving delicious but healthy food. Little Green’s

goal is to create a perception of “no disappointment” in the minds of people so they become

loyal customers.

6.2. Company’s Goal & Objectives:

6.2.1. Operational Goals:

1. To meet the unfulfilled demands of the vegetarians’ clients of Islamabad and Rawalpindi.

2. To gain a competitive advantage in the marketplace by providing high-quality services to

clients at a reasonable cost.

3. To serve about 50 clients in the first two months of business.

4. All items on the menu should be available at all times.

5. Minimize the waste in cooking.

6.2.2. Financial Costs:

1. To reach the sales of about PKR 200,000 in the six months of the business.

2. To reduce the cost by 10% by eliminating every six months, by reducing waste and

increasing efficiency.

6.3. SWOT Analysis:

STRENGTHS WEAKNESSES
 1. Healthy food options for diet conscious 1. No special menu for different ages.
people. 2. Limited access to supply.
2. Easy ordering procedure, i.e. online or
mobile phone.
3. A wide variety of food.
4. Less similar players in the market.
5. Increased operational hours.
6. Develop menu based on local
suggestions.
7. Unique Recipes.

OPPORTUNITIES THREATS

1. Start catering business. 1. Easy imitation.

2. Deliver cooked food to offices. 2. Increased competition.
3. Expand the menu to attract all ages. 3. Increased raw material prices.
4. Create combos to attract customers. 4. Shortage of raw material due to
5. Launch a restaurant. season.
6. Expand delivery vicinities. 5. Economic downturn.
6. Import ban.

Strengths: Our business provides a wide range of vegetarian food items to health-conscious

people of Rawalpindi/ Islamabad. We have unique recipes as our business offers Western

vegetarian food that many other restaurants do not provide. There is little competition in this

niche. Moreover, we can expand our menu based on local suggestions. The order procedure is

simple as people can order online, through WhatsApp, Instagram, or call us. We ensure timely

delivery of freshly cooked food. We operate for 18 hours a day and cover most areas of

Rawalpindi/Islamabad.
Weaknesses: The targeted market is narrow as not many people opt for vegetarian food. We

offer a general menu that does not cover customers such as children. Some items on the menu

may not be available all year round as the raw material used for their cooking is seasonal.

Opportunities: We can expand our menu and target people of all ages. Creating food combos

will give value to the customers, and they will be attracted to the business. We can expand our

delivery vicinities, deliver food to offices, start catering or launch a restaurant.

Threats: As the market does not have critical players, entrants to new competition are a

significant threat. The idea is imitable that would further facilitate the entry of competition. Due

to the economic downturn of Pakistan, the business can experience increased prices of raw

materials or shortages of raw materials that would result in loss of sales and decreased profit

margins.

6.4. Competitive Strategy:

Little Green will be using the focus strategy. We aim to serve the health conscious

people, and those people who tend to lose weight. We can also serve meals for people on the

keto diet and those suffering from Celia. These people have special dietary requirements and our

menu tends to serve items specifically designed keeping in mind the requirements on this niche.

The customers will have an option to choose different food items that are best suitable for them.

The calories and ingredients of the meals will be explained on the packing of the food. The

extensive and innovative menu serves as a competitive advantage. Moreover, customers can use

technology to easily order, pay the bill online and will get their order between 1 to 3 hours

depending upon the place of delivery. The exceptional customer service will help gain loyal

customers for the business and provide a competitive edge as well. The delivery service covers
all areas of Rawalpindi and Islamabad and has little competition, thus Little Green can rapidly

acquire a big market share.

7. Marketing Strategy:

7.1. Target Market:

Little Green provides vegetarian and vegan food options for health conscious people. The

vast menu offered can help people satisfy their fast food cravings while sticking to their daily

calorie count or avoiding certain allergens. We will be targeting youngsters between the age of

14 to 30 who belong to the elite and upper-middle class residing in Rawalpindi and Islamabad.

The people who are on keto-diet or are suffering from Celia are our main target market. Being a

vegetarian is becoming a lifestyle choice as well so we target such people as well.

7.2. Customer’s Motivation to Buy:

Customers will be willing to buy our product as we offer items that are not readily

available in the market. The recipes used for the cooking are unique and we serve the most

delicious vegetarian food in the town. The customer's motivation to buy would be the superior

taste and the excellent service that can only be found at Little Green. Moreover, the easy

ordering process and ready to eat food delivered on the client's doorstep makes the lives of

people easie

7.3. Market Size and Trends:

The fast-food industry is the second-largest market of Pakistan. It has been growing at a

constant rate of 20% for many years. It caters about 169 million consumers each year. The key

trends in Pakistan are changing consumer lifestyles and preferences, rising demand for organic

food ready to eat items, and shifting consumption and selling patterns. 10% of the people prefer
home delivery and about 24% like to eat fast food. A recent market study conducted by

Euromonitor International revealed that Pakistan is the second-fastest-growing vegetarian

country in the world.

7.4. Advertising & Promotion:

7.4.1 Media Used:

We will be giving ads in the newspaper based in Rawalpindi and Islamabad. We will be

publishing the advertisement on the front pages of “The News” and Jang. These days everyone

reads newspaper so the ad will be well received. Prior to beginning operations, the company will

hire a reputable web development firm to create a cutting-edge website with eCommerce

capabilities. This website will be mobile-friendly and optimized for search engines. The

company's web URL will be prominently displayed on all online adverts used by the company.

The company will have pages on all major social media platforms, including Facebook,

Instagram (for photographs), Twitter, and YouTube, in addition to its own website. Through its

existing social media channels, the company will routinely introduce specific food items and

promotions. We will be using special hashtags such as “#vegetarianfood”, “#eathealthy” etc.

Moreover, PR packages will be sent to famous bloggers based in Rawalpindi and Islamabad. The

bloggers will belong to different niches such as makeup artists, food bloggers etc. The email of

customers that have already ordered will be saved in the database, and special discounts will be

provided to them upon returning for purchase.

7.4.2. Media Costs:

The cost for the publishing of advertisement in the newspaper will PKR 3,750 for The

News and PKR 5250 for Daily Jang. Moreover, the development of the website would cost

around PKR 50,000 that includes the buying of domain. The social media handling will be done
in house by one of our partners, so the cost associated with it is zero. Furthermore, the search

engine optimization will also be done in-house. The PR packages will be sent to the bloggers that

do unpaid reviews.

7.4.3. Frequency of usage:

The advertisement in newspapers will be published on Tuesdays, Fridays and Sundays

for one month. For social media handling, our partner has to spend 2 hours per day on the pages

to engage the public and sharing interesting content. He should be careful enough to post the

content at prime times.

7.4.4. Pricing

We will be using the competitive pricing strategy. The prices of our meals will not be

lower than our competition but will be at the same level as them. The products on our menu

range from Rs. 400 to Rs. 980. As the profit margins are already low in the food industry, the

pricing used must be competitive for survival in the market.

7.4.4.1. Cost Structure

The cost structure of Little Green includes both fixed and variable costs. The fixed costs

include utility costs, raw material costs, and delivery charges. The fixed costs include the rent,

salaries, license fees, accounting etc.

7.4.4.2. Desired Image in the Market:

We want to be a well-known company with a reputation for quality and consistency. We

try to leave a favorable image of "Little Green" in the minds of those who experience it. We want

to build a brand that people will turn to when they want delicious but nutritious cuisine. Little
Green's mission is to induce in people a sense of "no disappointment" so that they become

devoted consumers.

7.4.4.3. Discounts:

The customers that return for their second purchase will be given a discount of 5% till

their fifth order. Moreover, a discount of 30% will be given in lunch hours i.e. between 12pm to

3pm. On special occasions discounts will be provided.

7.4.4.4. Distribution Strategy

We will be using a direct channel of distribution in which we will be directly delivering

the products to the consumer. However, we will have delivery partners i.e. Foodpanda and

Byker. These businesses will partner up to deliver our products to the customers. The incentives

given to these will be their respective delivery charges. The charges for registration on

foodpanda is PKR 5,000. Whereas, a small amount of delivery charges is applied upon each

delivery.

8. Location & Layout

The kitchen will be set in a flat in Saddar, Rawalpindi. The location is ideal as it is

between Islamabad and Rawalpindi, and delivery from there will be convenient. The rent of the

flat is PKR 20,000 per month. The area is convenient for our staff to reach as well. There are

ample bykea and foodpanda delivery partners in the area. The flat is 500 square feet and its

dimensions are 42x8. We need two chefs, one helper, and two cleaners. Moreover, the area has a

constant supply of electricity, gas and water.

9. Description of Management Team

The business has six partners. Only three partners will be managers, while the remaining

will be silent investors. Alina Agha, one of our partners is a student of Accounting and Finance,

but she has a passion for cooking. She will be the head chef and will train the two remaining

chefs that we hire. The food will be cooked based on her recipes and research. Our second

partner Mubashar Ali is also a student but has learnt social media handling as well as digital

marketing. He has an experience of 2 years in this arena. He will be handling the social media

account, marketing campaigns and the SEO. The third acting partner, Halima Shahid is also a

student of Accounting and Finance, she has great experience and expertise in accounting and will

act as an in-house accountant and manager who will manage the customers and order. We will be

hiring two chefs with a background history of successful career. Moreover, one cleaner and two

helpers will also be hired. The helpers will be later trained as chefs, so the skills acquired are

passed on and they can be of help in times of trouble.

10. Plan of Operations

Little Green will be a partnership business. We chose this form of ownership because it

helps in pooling more capital that is essential for the starting of the business. Moreover, having a

vast pool of skills helps in the smoother operations of business. The liability is shared, and the

profits are shared as well. The ultimate decision-making power lies with the acting partners.

However, all the crucial decisions will be taken by discussion with all the partners.

The compensation package for the acting partners will be higher than silent investors.

They will be paid for their jobs in addition to their profit in the business. The chef will be given

an addition PKR 15,000. Whereas, the social media handler will be given an additional 5% of the
profit. The accountant and manager will be given a salary of PKR 10,000 per month in addition

to the profit. The salaries for the two chefs will be PKR 25,000 per month for each. The cleaners

will be given 10,000/- each. Whereas, the helpers will be given a salary of PKR 15,000.

Moreover, bonuses based on performance will be given after six months. Every employee will be

allowed 2 paid holidays each month. Titles as employee of the month and special rewards will

also be provided.

As the business is new so only a limited number of employees are hired. As the business

grows, the need for staff will also grow. We expect that our business will be popular within six

months so that we will hire more chefs, helpers, and legal attorneys. As we plan on opening a

restaurant in the next two years, we will need to hire so chefs, waiters, receptionists, etc., in the

coming time.