BAHIR DAR UNIVERSTIY

Collage of Agricultural and Environmental Science

Department of plant science

Group member ID no

Asheshim Abich 0703113

Kasahun abebe 0703162

Alemush Areba 0703169

Kibrom Asefa 0703163

Tesfalem mhiretu 0703198

Title: quality and fast food Restaurant Business Plan

Business Name: Enat House Quality food Restaurant

City: Gondar

Telephone, 0918678919

Fax no, 34567886

Email, Adisu.@gmail.com

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Table contents page

1. Executive Summary .....................................................................................1

2. Company Summary.......................................................................................2

2.1. Mission........................................................................................................2

2.2. Objectives....................................................................................................3
2.3. Keys to Success......................................................................................................3

2.4. Company Ownership...............................................................................................3

3. Products/Services.............................................................................................3

3.1. Product Description.......................................................................................3

3.2. Competitive Comparison...............................................................................4

3.3. Sourcing........................................................................................................4
3.4. Future Products..............................................................................................4

4. Market plan Analysis.........................................................................................4

4.1. Market Segmentation.......................................................................................5

4.1. Market Segmentation......................................................................................5

4.2. Competition and Buying Patterns....................................................................5

5. Strategy and Implementation Summary..............................................................6

5.1. Marketing Strategy..........................................................................................6

5.2. Pricing Strategy...............................................................................................6

5.3. Brand Challenges............................................................................................7

6. Management Summary..................................................................................7

6.1 Management Team..........................................................................................8

7. Financial Plan....................................................................................................8

7.1. Start-up Funding.............................................................................................8

7.2. Projected Profit and Loss...............................................................................9

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1. Executive Summary

Enat house is a locally owned fast food outlet that will be position in Bahirdar city
franchise through our creative approach and it provides a combination of excellent
food at value pricing with fun packaging and atmosphere. Enat house Fast food is
the answer to an increasing demand for snack type fast food consumed
while window shopping and walking around inside the house. This house has six
workers to cook and do other thing.

In today's highly competitive environment, it is becoming increasingly difficult to

differentiate one fast food outlet from another .Our main priority is to establish
one outlet in a crowded sandwich, preferably in one of prominent restaurant
sandwich in Gondar. Later, our effort will be a further development of more retail
outlets in the surrounding area.

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2. Company Summary

Enat house sells kukis, meat, sandwich, and injera with a different sauce are made
from fresh potatoes, tomatoes, and vegetables. Our outlet also provides excellent
and friendly customer service to support the ambience of fun, energetic and
youthful lifestyle. Our store will feature display cooking of our featured kukis Fries
from cutting to frying. Our customers will also be able to read our in-house
brochures in regards to all knowledge about our Fries and our featured sauces. Our
store will be decorated with fast food setting, such as a bright counter and display
menu on the wall.

Quality food: Each store will offer nothing but better meat, vegetable,

sandwiches with alcohol free fresh drink and variety of unique blend sauces, all
served with old-fashioned home-style care.

Open every day: Our store is open every day from local time 1 am to 4 pm hours.

Variety: A different selection of sauces will be featured every three months and
we will also change our old flavors to accompany our fries.

Integrity: Our customers depend on the quality of our fast food products.

2.1. Mission

Our main goal is to be one of the most successful quality food outlets in Gondar,
starting with one retail outlet located inside a major shopping kukis, meat as a
"market tester."The retail outlet will be rented at one of the target location
shopping in fast food.

 Quality: Our products are the highest quality of delicious food

available to the consumers.
 Value: We offer greater value to the consumer with nutritious products
that have used the best flavor.

 Integrity: Our customers depend on the quality of our quality and fast
food products.

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2.2. Objectives

 To establish a successful local fast food outlets and gain a market share
in Bahirdar.
 To expand into a number of outlets and sell the franchise to
neighboring cities, such as Bahir dare, Debre tabor, wollo and Wereta.

2.3. Keys to Success

The key success of the plan includes:

 Create a unique, innovative, entertaining menu that will differentiate us from

the rest of the competition.
 Sell the products that are the highest quality, as well as keeping the
customers happy with all of our product categories from food to store
merchandising.
 Provide best satisfaction to our customers and maintaining the level of
excellent services among other competitors.
 Competitive price with to competitors.
 Promote good values of company culture and business philosophy.

2.4. Company Ownership

Enat house Fries is a privately held company which formulated by Aysheshim.A,

Alemushi.A, Kasahun.A, Tesfalem.M, Kibrom.A. Startup requirements will be
financed through owner investments.

3. Products/Services

We want to focus only on selling fries. Alcoholic drinks will not be sold in our
outlet, as Enat house quality food promotes a healthy and positive Gondar lifestyle.

In promoting the Enat house lifestyle, we will offer various merchandise with our

logo and colors, from hats to t-shirts to potato cutters to our signature sauces, so
that our customers can enjoy Enat house home. Our signature sauce is exclusively
manufactured by Company X. They can be also purchased at selected retailers.

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3.1. Product Description

Enat house quality food primarily sells fast food and our unique dipping sauces.
Main products sold in the house are kukis, different type of sauce with injera like
meat, sandwiches, pie, cakes, and corporate merchandise.

3.2. Competitive Comparison

 Enat house has several advantages over its leading competitors:

 Unique "fusion" concept of dipping sauce.
 We expect a high degree of enthusiasm and offer a fun store with friendly
staff that reflects the company's youthful and energetic culture.
 Supporting merchandise items that support the company's brand building.
 Our innovative packaging will be more entertaining than our competitors.

3.3. Sourcing

Fresh meat, potatoes, tomatoes and other vegetables will be delivered weekly by
our distributor directly from the Gondar zuria district. We also have an agreement
with Company X to exclusively manufacture our signature sauces, and all of our
merchandise will be printed and produced by our partner's office in Gondar.

3.4. Future Products

For now, we will focus on selling quality and fast food and signature sauces.
However, as we grow further, we will add new categories to our menu, such as
Sandwiches, pie, pea’s powder sauce and kukis.In the future, our growth strategy
will be offering the franchise of our brand to food entrepreneurs in the region.

4. Market plan Analysis

Consumer expenditures for quality and fast food are raising the recovery of Gondar
economy. The increasing number of new establishments such as fast food like
injera with different of type sauce, kukis, and sandwiches around Gondar has
shown a significant growth in this sector. Food spending is around half of total
consumer expenditures in Gondar, and consumer spending on leisure and
recreation made up of 15% of total consumer spending. The meat, tomatoes and
cabbage product is used in the production of quality and fast food in the fast time.

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4.1. Market Segmentation

The fast food has identified two store types where the products will reach the target
customers:

 Supermarkets: The volume of activity in these stores creates tremendous

opportunity for the quality and fast food. The super markets have been
losing market share steadily to smaller stores that offer the
customers products that the larger stores don't carry
 Smaller Grocery Stores: These stores serve customers in specific
communities. These also include specialty stores like wine shops and fish
markets where the product line would fit in nicely.

Enat house quality food sees our targeted market group as having many eaters
in our place. A recent Consumer Trend and Analysis are identified the
following needs among our target markets. Our core group:

 Wants variety and flavor in its food, preferably something fried

 Looks for speed of service
 Wants an entertaining and fun experience
 Insists upon a clean, friendly, and attractive environment
 Adopts a global lifestyle
 Is computer literate
 Enjoys eating out
 Has an active lifestyle
 Comes from various ethnic backgrounds

4.2. Competition and Buying Patterns

The competition in this arena is the fiercest in all other metropolitan areas in

Gondar Zuria. The quality and fast food products will be displayed in the case of
the supermarkets. The only competition in this section is two other product lines
whose packaging is boxy and unattractive. To improve the ability to transport the
product, these food products have been folded into a small container. Their
presentation is similar to the dry pasta packaging which is important to consumers.
Many retailers do not want to lose sales opportunity, as the competitors are
offering substitutions and similar product categories. This phenomenon has made
Gondar the best place to quality and fast food restaurant house.

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Our main competitors in this segment are any food outlets like competitor X,G and
M.These competitors are compete our restaurant to fulfill the infrastructure of the
restaurant.

5. Strategy and Implementation Summary

Enat house quality food is planning to open another in nearby the restaurant to
sandwich and kukis. In attracting customers to try our quality food, we will provide
see-through cafe, so that people will see how we are committed to freshness in our
products. The kitchens have an aroma of our freshly quality food into the
surroundings area, so that people will come and try our products.

5.1. Marketing Strategy

Our strategy is based on serving our markets well. We will start our first outlet as a
"market tester" that could become a model of the expanding number of outlets in
the future. Concentration will be on maintaining quality and establishing a strong
identity in the local market.

A combination of local media and local store marketing programs will be utilized
at each location. Local store marketing is most effective. As soon as a
concentration of stores is established in a market, then broader media will be
explored. By providing a fun and energetic environment, with a quality at an
acceptable price in a clean and friendly outlet, we will be the talk of the town.
Therefore, the execution of our concept is the most critical element of our plan. We
will actively build our brand, through the selling of supporting materials, such as
merchandise, promotional items and other marketing style similar to those of other
quality and fast food franchises.

5.2. Pricing Strategy

The price of products are vary from product to product depend on its amount, size
and type. For example the price of fresh non alcoholic drink are 5.00 birr, pies
1.00birr, injure with different type of sauce birr 15.00birr. So our pricing strategy
is positioned as “generic", meaning that the average consumer spending for a snack
or light lunch in Gondar.

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5.3. Brand Challenges

Enat house must establish a distinct brand to stand out from the other quality food
competitors.

 Our logo is distinct as fresh, energetic and playful with color elements that
are eye catching.
 Product names are geared toward the target market with items to know the
customer what type of food prepared. 5.2.4 Positioning Statement

Our main focus in marketing will be to increase customer awareness in the

surrounding community. We will direct all of our tactics and programs toward the
goal of explaining who we are and what we are all about. We will price our
products fairly, keep our standards high, and execute the concept so that “word-of-
mouth” will be our main marketing force. The sales are to build and open new
locations in order to increase revenue. However, this plan will be implemented
when the one "market tester" outlet showed potential growth. As each individual
location will continue to build its local customer base over the first three years of
operation, the goal of each store is 300,000 in annual sales, with the original
flagship store expected to earn almost 900,000 per year. We anticipate the highest
on the months of November, December and February in our sales forecast, due to
the Fast Month. In November, there is LIDET in orthodox and in February TISAE.

6. Management Summary

The initial management team depends on the founders themselves, with little back-
up. As we grow, we will take on additional help in certain key areas. Part of our
basic philosophy will be able to run our executive management as a "knowledge
sharing" fellowship. We will not add additional overhead until absolutely
necessary. This will mean that the initial staff support team will have to work
extra. By doing this, we will keep our overhead as low as possible, allowing us to
adequately staff our outlets. This will also allow us and future business partners to
recoup investments as quickly as possible and enjoy a higher return.

Enat house quality food is being owned by its 5 founders. Others that have helped
on the development of this business venture will be offered an opportunity to grow
together with the company at the appropriate time, and when the time comes, the 5
founders’ share will be consolidated as one entity. These owners are its own work
in the cafeteria such as Aysheshim.A as manager, Kibrom.A as finance,

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Alemushi.A as controller of the worker, Kasahun.A as supplier of raw material and
Tesfalem.M as supporter of all.

6.1 Management Team

Enat house quality food is currently the creative idea of its five founders. As the
company is small in nature, it only requires a simple organizational structure.
Implementation of this organization form calls for all four individuals to make all
major management decisions in addition to monitoring all other business activities.

Our initial employees will include two cashiers, two cooks and two bus boys per
location, with one of each on the premises during open hours. This is considered an
ideal personnel number for a food outlet the size of our own. Each employee will
work for 40 hours per week and the owner of the cafeterias are its own work.

In the long run, as we expand our product category and retail outlets, we will
employ more people in the middle management to ensure the focus of our work,
including site managers.

7. Financial Plan

The company is now privately held by five persons. Future shares will be offered
after two consecutive years of operating in Gondar.

7.1. Start-up Funding

Currently, the company is owned by the original 5 founders, who each will
contribute 300,000 for the same amount of share, 30%. This will more than cover
start-up requirements, and provide the business with a cash cushion to use for
expansion over the first three years.

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Table: Startup funding

Startup Expense to Fund 72000

Startup Asset to Fund 172000
Total Fund Required 192000

Asset

Non Cash Assets from Start Up 3000

Cash Required From Start Up 100,000
Additional Cash Raised 5000
Cash Balance On Starting Date 4000
Total Assets 112,000

Liabilities

Current Borrowing 6000

Long Term Liability 4000
Account Payable 7000
Other Current Liabilities 4000
Total Liabilities 21,000

Capital

Planned Investment

Owner 20000
Investor 15,000
Additional Investment 10,000
Total Planned Investment 45,000

Loss at Start Up 6000

Total Capital 51000

Total Capital and Liabilities 72000

Total Fund 194000

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7.2. Project Profit and Loss

As the Profit and Loss shows, Enat house Fries will run at a loss for the first two
years, using up some of the cash reserves initially invested by the founders. As
sales increase, we will expand into new locations to aggressively spread brand
recognition. This increase in visibility will allow us to take up less expensive
locations off of the Road.

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