BUSINESS PLAN

BIO Catering
TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION……………………………………………………………...3

1.1 BUSINESS MESSAGE……………………………………………………………..4

1.2 SIGNATURE SOLUTION…………………………………………………………6

CHAPTER 2: BUSINESS MODEL CANVAS………………………………………………6

2.1 CANVAS MODEL…………………………………………………………………7

2.2 BUSINESS MODEL FLOW………………………………………………………12

CHAPTER 3: LAUNCH…………………………………………………………………….13

3.1 PRE-LAUNCH……………………………………………………………………14

3.2 LAUNCH…………………………………………………………………………15

CHAPTER 4: CUSTOMER JOURNEY…………………………………………………...16

CHAPTER 5: CONCLUSIONS AND RECCOMENDATIONS………………………….17

CHAPTER 6: REFERENCES………………………………………………………………18
CHAPTER 1: INTRODUCTION
Business Plan: Catering Company:

First of all I would like to present my choice regarding this final project, a Business Plan which
aims to cover all aspects studied and discussed for the past couple of weeks at course.

Thinking about the project and Business Plan I came with this idea of something that can be
sustainable and be there for a long amount of time.

Maslow’s hierarchy of needs (1943, 1954) shows how people are motivated, but it’s not just
about motivation, it is the necessity, the need to eat, a simple but among the fundamental needs
of a human being, according to https://www.simplypsychology.org/
But in today’s chaos, limited time, everyday routine at the office, working, not being home most
of the time and even when we finally have the time to rest for a minute other activities appear in
our schedule. Even so, with this limited time we still need to take care of our basic needs and
make sure that we stay healthy and strong for everything that is to come.

My catering company , BIO-DELICIOUS CATERING will be located near the center of Oradea
and will focus on providing bio and healthy food , but also we’ll use bio products that will make
the difference and also the quality of delivering our products in the best way possible without
any problems or concerns.

What I want to say and achieve regarding bio-food?

I think it is a simple and also a new (innovative) way to have at the beginning of the company
(plan) a strong and loyal partnership with local farmers in order to obtain those bio products from
their farm, such bio-products as : tomato, celery, cucumber, potatoes , pepper etc and of course
from the animals that are at the farm.

A partnership like this will be essential for our development continuity for the long term of the
company, not only it will help us a lot delivering natural, bio and healthy food in our daily menus
but it will also benefit the local farmers because not only we will promote their products but
during this partnership they will receive some promotions /discount and this way both the
company and local farmers will benefit from this partnerships.

Why a Catering Company?

It is something that provides good services and products, a long term opportunity if it’s managed
wisely and you if have since the beginning of the project people that are professional and you
can rely on them.

I am sure that this idea could turn into something successful, as I said a long term opportunity
that will help those with a difficult working schedule to eat healthy, quality and also quantity at a
good price based on what their preference and taste, according to the Business Model
Generation.

MENU EXAMPLE:

 First dish: supper, bisque, with different ingredients (vegetables) prepared for your
taste and preference
 Second dish: meat (beef, pork), fish (fish filet, salmon) , pasta (Bolognese, integral
pasta)
 Garnish: rice, sweet potato, baked potatoes
 Salad: (customer choice)
 Third dish:
 Dessert: fruit cake, or just some fruits: apples, peaches, fruits from their season,
fruit salad, etc
*Menus can change over the week, at the will of our clients’ or to make other
combos between them

What will be our target market/customers?

It is clear that the goal of the company will be to provide the best products that we can offer, bio
and healthy food for our customers, starting basically from the ground, finding our market and
slowly making sure that our products will bring revenue, increase earnings and most important
making our customers happy and appeal to us every time they need a quality and bio meal.

Our target market is going to be public sector employees from Oradea of course, working within
different institutions such as city hall, prefecture/the prefect’s office, County Council and other
which I will present in the Business Model Canvas (customer segments)

We believe that choosing the public sector employees who have a tough schedule at the office
and when they get home after a long day at work, will appeal to our services and have a quality
and bio meal with their family, the same thing applies when they are at the office and looking to
have a lunch break, information according to the website https://www.bluehost.com/
CHAPTER 2: BUSINESS MODEL

1. Customer Segments

The first block of the Canvas refers to different group of people or organizations that the
company wants to reach and serve. Customers are maybe the most important assets to every
company, I’d say the heart of a company, without having customers that are pleased and satisfied
with your products and their quality the company will not last for long. (Osterwalder, 2010)

We as the Catering Company will target the Customer Segments consisting of public sector
employees with an above average income, employees that lack time or may not know to cook.

This will be our targeted customers and we will make sure that our services and meals will live
up to their hard schedule and expectations. It will be very important for our customers to be
aware of our company and our menus, so we aim to develop a good communication with them
and make sure that every request or problem will be solved.

Public institutions from Oradea where our menus will be delivered:

1. City Hall (100)

2. County Council (100)
DGASPC –General Department of Social Assistance and Child Protection
3. ANAF-National Agency of Anti-Fraud and Administration of Public Financial (120)

4. ALDO –Agency for Local Development Oradea, Industrial parks with over 6000 work places
(180)

5. C.A.O –Water Company Oradea (50)

6. District Heating Oradea (40)

7. Electrica Oradea (60)

8. ADP –Administration of Public Domain Oradea (80)

9. OTL S.A –Local Transport Oradea S.A (70)

 So these are the Public Institutions from the city that we targeted and the public sector
employees which work within them.
  The numbers from the brackets represents our estimation regarding the amount of
employees from these institutions which will order our menus on a daily basis, so we can
get to 800 delivered menus per day.

2. Value Proposition

Moving on with the Business Model Canvas, the next block is the Value Proposition. The Value
Proposition Building Block refers to the products and services that create value for the Customer
Segment (Smith, 2014).

The quality of our services and products must create value for the customers, improving the
quality of time they spend with their family after a day at the office through reaching to the
services of our Catering Company.

The relationship between company and client should be one based on professionalism and trust,
every time we have to put ourselves in our customer shoes/place to be able of understanding their
demands and fill their expectations.

Offering them the best products, quality-price report and convincing them that our services
comparing to other companies /competition are more suitable for their requirements based on
what our innovative aspect of delivering our clients’ bio meals (menus) with products from local
farmers, it will be a strong reason to appeal to our services.

Value Proposition: Bio products for you, eat bio, stay healthy!

3. Channels

To deliver a Value Proposition to your customer segments means a good and efficient
communication. Communication and distribution is an essential factor in the life of a company,
reaching to your customers through different ways and making them aware of your products
means that you let them have a first look of your products and making a first impression and also
evaluating your value proposition in the process is very important.

But let’s find out more about these channels.

First of all it’s important to have a website that will offer our clients’ all the information that they
need about our company, its vision and objective, services and products and all the new features
that will appear along the way.

FACEBOOK and INSTAGRAM will play a big role in our social media development by
providing our customers with new pictures of the menus, promotions and discounts an insight
presentation of the company, its location and all the people that work there and prepare the food.
An advertising video between 30-60 seconds on our social media platforms, much like a
presentation clip for our customers that prefers this kind of option rather than just look on our
social media content.

4. Customer Relationships

Building a good and strong relationship and how you want that relationship to move forward
with your customers is not an easy task. Maintaining that kind of relationship is even harder, not
only that you have to make sure that the your products deliver on the customer demands, and the
quality of them is at a high level in order for the customer to continue calling for your services .

The Customer Relationships Block does just that, describes the type of relationship a company
establish with the Customer Segments. (Osterwalder, 2010)

We want our clients to find us on our social media platforms, when they want to order a menu
our company will be on GLOVO delivery applications and easy to reach, also we will have a two
or three telephone numbers apart from this delivery applications if our customers want to order
by phone.

We want our customers to order our menus two-three times a week, in order to do that we will
offer promotions, special offers or discount. For example, at 3 menus ordered once a week they
will receive in addition a product (soda or a cake) they will choose.

The first client who orders 10 menus overall in the first 30/60 days since the company’s opening
will receive a free menu for him and other two person.

We plan that for the first 100 clients who order by phone or application, they will not have to pay
the transport/transmission fee.

Offering clients’ promotions or discounts in certain periods is one way to build a good and
sustainable relationship. Another way to get more close to our customers is to get in touch with
them on certain aspects such as: Was the food good enough and consistent? How was the waiting
time? Did our driver get to your location on time? These are a few but so important questions
that can lead to a feedback the company, and see how we can improve our services, what we do
well and stay on that line, what we do wrong and starting to work in order to solve those issues.

Other way of getting feedback from our customers, via GLOVO application, evaluating the food,
delivery time, quality of the products from one star to five stars, from bad to very good ,
basically a poll where we ask for their opinion through the delivery application

We want to have a constant feedback for our customers, positive or bad we need to be prepared
to understand their requirements, to make sure that what they appreciate about our products and
services will continue to grow and evolve.
5. Revenue Streams

The financial part of the company is fundamental, without stability in this area nothing can work
according to the plan. The Revenue Streams Building Block refers to the cash a company
generates from each Customer Segments, in order for the costs to be subtracted from revenues to
create earnings (Smith, 2014)

Some clear things must be taken into consider, the company should ask itself how much the
customers are willing to pay for the products, how much the company should ask them to pay
based on the quality of their products and services.

BIO-DELICIOUS CATERING source of revenue will be from selling its menus to the public
sector employees with above average income, as I mentioned previously employees from the
public institutions because this segment will represent 100% of our revenues at first.

Revenues: We aim to deliver 800 menus per day with 30 lei the price of a menu and multiplied
with 22 working days in a month, we’ll have an income of 528.000 de lei /month

From a future perspective ,if everything will go according to the plan after a period of time
( maybe one or two years or more depending) our objective will be to extend in other cities from
Romania , adapting the good work and professionalism in other places and become a franchise.

6. Key Resources

The success and well-being of the company is a part of many factors such as the ones presented
above. But there’s a part in the company that is so important and required for the business model,
the Key Resources .

Every business model requires key resources, these resources can create the Value Proposition,
keep the relationship with Customer Segments and earn revenues.

There are different types of Key Resources such as: physical, financial, intellectual, or human.

DELICIOUS BIO Catering human resources: two talented and skilled chefs, very important for
the company to have someone that can cook the meals very well and at a high standard for our
customers.

The company’s team at the beginning of the business: one manager, two chefs, two assistant
cook, five drivers ( 5 cars) , two mopeds drivers, , two employees for taking telephonic orders
from our location and also for customer relations (food applications, email)

The manager, a skilled person, who can take most of the decisions for the company and has
knowledge in this domain and understand exactly the customer needs and demands
Physical resources: In order for us to deliver your daily menus , we’ll need cars , good drivers
that can get to you on time without delays, mopeds , and bicycle , because the traffic in the city
in most of the days will not allow us to get at your location in time so a bicycle will do just that.

7. Key Activities

Key activities described the most important things a company must to do to make its business
model work, daily activities that are required to be successfully, create and offer the Value
Proposition, keep a good customer relationship and earn revenues.

Let’s find out more about our company’s key activities.

1. Production of the food, first from the local farmers and after we bring the products to our
office and prepared them for our menus.

2. Taking over commands/orders via delivery applications or our contact numbers,

delivering the orders to our customer locations.
3. Coordination/supervision of the delivery team ( drivers) also the staff who answers the
customer when he order the menu(logistics) making sure that everyone works as a team.
4. Constant promoting the product by our social media platforms, FACEBOOK and
INSTAGRAM and our website.

8. Key Partnerships

When starting a business you always have in mind to generate earnings and the business to
evolve and be a long time project, most of the cases show that not every business is a success and
the lack of ideas, projects, vision and cash could lead to a quick end.

One of the reasons a company does not survive in the market it’s because he doesn’t have a
strong partner or partners from the beginning.

DELICIOUS-BIO CATERING has made it clear that all of the products that we will provide to
our clients’ will come 100% from the local farmers based on a partnership with them. These
products such as groceries and berry in the moment they are picked from the farm are fresh and
their nutritive quality is very good /untainted. The same goes with meat (beef or pork) and after
we bring it to our location we make sure that these products stay in the best possible conditions
in our kitchen.

9. Cost Structure

The final block in the Business Model indicates the amount of costs necessary for a company to
operate .Obviously this final block represents maybe the most important factor in the life of a
company and for a new business to be competitive and generate earnings first has to deal with
the costs within the company, according to https://corporatefinanceinstitute.com/

BIO-DELICIOUS CATERING : 13-16 employees

COST STRUCTURE:

 Fixed costs, wages : 13 employees with 2.600 lei salary and we have 33.800 de lei
 Manager salary : 4850 lei
 In total we have 38.650 lei wages costs
 Rent: 600 square meters multiplied with 5 euro, a total of 3000 euro multiplied with 4,85
lei : 14.550 lei

Auto LEASING (5 cars): 4850 euro/month

Maintenance (water, gas, garbage, electricity, warming, etc.) 800 euro multiplied with 4,85 lei,
3880 lei

We have a total of 23 280 lei

Variable costs: 800 menus per day with 22 working days/month multiplied with 20 lei (products
value), a total of 352.000 lei per month

Products Transportation: Gasoline

5 cars multiplied with 200 km per month and we have a total of 1000km per month

80 liters of gasoline multiplied with 22 working days per month, a total of 1760 liters per month

So 1760 liters per month multiplied with 4, 6 lei /litru and we have 8096 lei per month.

Cars technical revision: 5 cars multiplied with 200 lei per month and we have a total of 1000 lei
per month. Summing these two costs, 8096 and 1000 lei per month we get to a total of 9096 lei
per month costs on transportation and cars technical revision.

TOTAL COST STRUCTURE: Summing all of the costs from above we have, 423.026 lei per
month cost structure.

So reducing costs from revenue we have a total of 104.974 lei profit per month, 21.535 euro