EXECUTIVE SUMMARY

OZEN Group is a quick service counter concept, providing a blend of North American
and Asian cuisine packaged in a rapid and friendly service to the customers.

OZEN Group will concentrate their marketing on two different sectors: the lunch
crowd and the takeout/delivery crowd.

The food industry is a thriving sector in the Canadian economy and holds
approximately 4% of the Canadian GDP. We should note that the food industry has
seen in the past few years a slight growth in the sales and revenues between the
periods of 2005 to 2007. However, with the economic downturn that the world is
currently experiencing the CRFA (Canadian Restaurant & Foodservice Association) is
predicting a decline of the industry between 2008 and 2009. Despite the bleak
outlook, research shows that people won’t curb their eating habits as much as their
retailing habits.

While there are a high number of restaurants in the region of Longueuil, only Sushi
Shop offers Asian cuisine and none of the surrounding competitors have the
innovative menu items and sauces provided by OZEN Group.

OZEN Group selling strategy will emphasize on innovative cuisine and exceptional
customer service. Since we are a smaller enterprise than our competitors and less
restricted to corporate image, we are much more flexible in our service system.
Providing individualistic delivery method for the nearby offices would enable OZEN
Group to target a wider clientele. A friendly and impactful staff will be primordial to
insure recurring customers with seasonal promotion; this combination would ensure
successful operation.

Through different partnerships, OZEN ASIA will be purchasing semi-finished product

with minimum onsite food preparation. The daily operation will consist of one lead
shift partner, one lead roller and one kitchen aid. We estimate that during peak time
a second roller will be added to the rotation plus an extra employee for a total of
five employees.

OZEN Group Inc. BUSINESS PLAN 2009 1

The executive board presently consists of Duy Nguyen as president and secretary-
treasurer and Alain Nguyen as vice-president. Both have several years in
management position and restaurant business.

Based on the size of our market and our defined market area, our sales projections
for the first year are $530,000.00.

OZEN Group Inc. BUSINESS PLAN 2009 2

The estimated total of the project is $140,000.00; this includes professional fees,
equipment purchasing and leasehold improvements. OZEN ASIA is seeking a small
business loan of $55,000.00 to inject in the start up of the project from the Royal
Bank of Canada.

OZEN Group Inc. BUSINESS PLAN 2009 3

TABLE OF CONTENTS

COVER PAGE

EXECUTIVE SUMMARY

TABLE OF CONTENTS

1. GENERAL INFORMATION
1.1. BUSINESS NAME & QUEBEC REGISTRATION NUMBER
1.2. BUSINESS COORDINATES
1.3. ENTREPRENEUR’S NAME & COORDINATES
1.4. START UP DATE
1.5. SECTOR OF ACTIVITY

2. BUSINESS PROFILE
OZEN Group Inc. BUSINESS PLAN 2009 4
 2.1. MISSION STATEMENT
2.2. LEGAL ASPECTS
2.3. PRODUCT OFFERING

3. MARKET
3.1. MACRO-MARKET
3.1.1.ANALYSIS OF INDUSTRY
3.1.2.INDUSTRY FORECAST
3.2. MICRO-MARKET
3.2.1.IDENTIFICATION, SEGMENTATION & CHARACTERISTICS OF TARGET MARKET
3.2.2.COMPETITION ANALYSIS
3.2.3.POSITIONING

4. MARKETING STRATEGIES
4.1. PRODUCT STRATEGIES
4.2. PRICING STRATEGIES
4.3. PUBLICITY & PROMOTION STRATEGIES

5. OPERATION & PRODUCTION PLAN

5.1. LAYOUT & IMPROVEMENTS
5.2. FABRICATION PROCESS & TECHNOLOGY USED
5.3. STOCK MANAGEMENT / SYSTEM QUALITY CONTROL
5.4. SUPPLIERS

6. HUMAN RESOURCES
6.1. INTERNAL RESOURCES
6.2. MANAGEMENT TEAM
6.3. ENTREPRENEUR’S PROFESSIONAL CREDENTIALS
APPENDIX A FINANCIAL SUMMARY

APPENDIX B MENU PRICING

APPENDIX C LOGO

APPENDIX D RESUMES

OZEN Group Inc. BUSINESS PLAN 2009 5

1. GENERAL INFORMATION

1.1. BUSINESS NAME & QUEBEC REGISTRATION NUMBER

Groupe OZEN ASIA Inc. - 1165800880

1.2. BUSINESS COORDINATES

OZEN Group Inc. BUSINESS PLAN 2009 6

 1215 Chemin du Trembaly, Unit 135
Longueuil, Quebec, Canada
J4N 1R4

1.3. ENTREPRENEUR’S NAMES & COORDINATES

Duy Nguyen Alain Nguyen
809 Benjamin Sulte 250 Ivanhoe Crescents
Sainte-Julie, Quebec Pointe-Claire, Quebec
J3E 1M9 H9R 3Z9
1.4. START UP DATE
November 1st, 2009

1.5. SECTOR OF ACTIVITY

OZEN is a quick service Asian fusion restaurant specializing in spring rolls and
delivering a healthy option.

2. BUSINESS PROFILE

2.1. MISSION STATEMENT

Our Vision
To create and cultivate a relevant generation – one man, one woman, one person and one
community at a time.

Our Values
• Trust and Honesty
• Generosity and Reciprocity
• Family and Community
• Creation and Innovation

OZEN Group Inc. BUSINESS PLAN 2009 7

Our Product

It is and will always be, about quality. We are passionate about our products
and it is through ethical sourcing and environmentally friendly choices that
we strive to improve and impact the lives of the people we touch (our
partners, our suppliers and our customers). We deeply care about the legacy
we leave behind.

Our Partners

Because it is not just another job, it is our desire to create and to cultivate an environment of
passion. We embrace diversity, a place where each of us can become ourselves. With trust,
honesty, generosity and respect we will hold ourselves to the highest level of accountability and
standards.

Our Customers

Through a smile or a laugh we believe we can uplift the quality of life of each and every one of
our customers – even if it is just for a moment. It is more than just serving and delivering a
product, it is about human connection.

Our Stores

We strive to become a haven from the worries of the outside world. An environment where one
can come, and for a moment release the tension of one’s life. We endeavour to give an
environment in which one can savour life as it was meant to be. It is about humanity.

Our Community

Every store is part of a community and we take this responsibility very seriously. We want to
bring together all the ingredients of a community through our partners, our customers and our
business. We want to contribute our part to create a thriving and active community. We want to
lead in the transformation of each and every community that OZEN will set foot in.

Our Conscience

It is not simply about success but about impacting and leaving a legacy. We believe that through a
high level of integrity and honesty and aligning with our own internal moral compass, we will
OZEN Group Inc. BUSINESS PLAN 2009 8
 serve our conscience and become leaders in the business world and the community. Through this
standard we will become a value for our shareholders, our partners, our customers and our world.

This is Our Mission, this is Our Commitment, and this is Our World.

2.2. LEGAL ASPECTS

Permits required:
• Incorporation $600.00
• Restaurant Permit $277.00 per year
• Construction Permit $2,000.00 onetime fee

The permit for location occupation is included in the lease with Intercom Immobilier.
2.3. PRODUCT OFFERING
Please see Appendix B for a detailed list of items offered and pricing range.

3. MARKET

“Regardless of their prior activity, convenience and low average check size make quick-
service restaurants and retail stores are the most popular destination for busy and hungry
Canadians. These destinations account for 73% of total restaurant traffic. When people
stop at a restaurant on or from their way to work, 95% visit a quick-service restaurant
while just 5% stop at a full-service restaurant.” (Canadian Restaurant Foodservices
Association –CRFA-)

3.1. MACRO-MARKET

The food service industry is a dynamic and vibrant sector of the Canadian economy, totalling
a projected 59 billion in sales in 2008, which would represent 3.9% of Canada gross
domestic product (GDP), according to the Canadian Restaurant Foodservices Association
(CRFA). The food service industry is one of the largest employers providing over 2 million
jobs to Canadians.

3.1.1.ANALYSIS OF INDUSTRY

FOOD SERVICE STATISTICS FOR THE PROVINCE OF QUEBEC

(Statistic taken from CRFA & Stats Canada)
➢ Annual Sales 2007 $9.1 billion
➢ Share of Quebec provincial GDP 3.8%
➢ Number of Employees 247,700
➢ Food Service share of provincial workforce 6.4%

OZEN Group Inc. BUSINESS PLAN 2009 9

 ➢ Independently owned and Operated in 2006 70%
➢ Average Pre Tax Profit (% of operating revenue)4.6%
➢ Bankruptcy Rate 1.3% (highest in Canada)

3.1.2.INDUSTRY FORECAST

According to the August 2008 CRFA forecast on the economic situation of the food
industry, limited or partial service restaurants should see a decrease of 1.8% in sales for
2009 as compared to 2008 as seen in figure 1.

CRFA Canada Food Industry Forecast 2009 /2008

2009 Forecast % Change 08 / 07
(Millions of Dollars)
Full service Restaurant $20,956.5 -3.1%
Limited service Restaurant $19,147.0 -1.8%
Contract & Social caterer $3,780.3 -3.0%
Pubs, Taverns & nightclubs $2,304.2 -2.6%
TOTAL COMMERCIAL $46.188.0 -2.5%
Figure 1

It is expected that the popularity of Asian Food will continue to increase especially in the
realm of limited service counters, as can be demonstrated by the fast growth of Sushi
Shop, Thai Express in the past two years.

OZEN ASIA is blending North American and Asian cuisines; a combination that would
allow OZEN ASIA to quickly adapt to the ever changing and newly emerging market
trends, thus positioning itself and its product line to sustain longevity. A great product
will endure the test of time.

ENTREPRISE’S STRENGTHS ENTREPRISE’S WEAKNESSES

 Proven Leadership.
 Existing knowledge of area.
 Partnership with Zen Asia Restaurant.
 Existing clientele (through ZEN ASIA)
 Strategic location.
 Product & Service Innovation.
 Competitive pricing.
INDUSTRY OPPORTUNITIES
 Food and Service is a vibrant economy.
 Government wants to stimulate new
businesses.
○ New market.
○ Qualified Staff.
○ Not yet a brand name.
○ New concept market.
INDUSTRY THREATS
○ Highly competitive environment.
○ Decline in forecasted growth (-1.8%).
○ Economic recession.

Figure 2
OZEN Group Inc. BUSINESS PLAN 2009 10
 3.2. MICRO-MARKET

3.2.1.IDENTIFICATION, SEGMENTATION & CHARECTERISTICS OF TARGET

MARKET

OZEN ASIA will be targeting the quick service market with two different clienteles
generating revenue: the lunch hour crowd and young families.

OZEN will specifically aim at the 25 to 44 young professional age group with a
minimum household income of $45,000.00 annually.

TERRITORY COVERED

According to Statistics Canada in 2005, 30% of the population of Longueuil was

made up of individuals 25 to 44 years of age, with a median household income of
$49,973.00.

OZEN ASIA will be situated at the centre of the Longueuil commercial district, with
a population density of 1,151 persons per square kilometre, and in the vicinity
Pierre-Boucher Hospital, the Court of Justice of Longueuil, three Federal office
buildings, l’Ecole des Metiers d’Arts, as well as many other financial institutions
and offices.

In addition, OZEN ASIA will be located in the same building as over 50 staff offices
of the Pierre Boucher Hospital.

3.2.2.COMPETITION ANALYSIS

There are multiple restaurants within 5 km of the location of OZEN ASIA, only a
few will be direct competitors of OZEN ASIA. Harvey’s, Sushi Shop, Presse Cafe
and Valentine are the principle competition of OZEN ASIA within the market
region.

Figure 3 shows an overview of strengths and weaknesses of each competitor.

Name Location Product Price Strengths Weaknesses

Presse – Sandwiches ✔ Affordable – No niche
Café lunch menu ✔ Lots of Market
choice – Only lunch
✔ Known menu
OZEN Group Inc. BUSINESS PLAN 2009 11
 name
Sushi Sushi Rolls Maki ✔ Niche – Not for
Shop Rolls market everyone
✔ Delivery – Mainly
Service evening
✔ Established customers
name – Very
✔ Evening restricted
Business market
– Higher price
Harvey’s -Sandwiches ✔ Establish – Bad
-French Fries ed name reputation for
-Onion Rings ✔ Very health
Competiti – No specialty
ve Price product

Valentine -French Fries ✔ Establish – No specialty

-Sandwiches ed name product
✔ Competiti – Bad
ve Price reputation for
health
Figure 3

All 4 are partial service restaurants require minimum staffing.

Presse Cafe’s main service market will be centered on lunch hour during a 7 day
week, with a variety of choices on their menu. However they are often associated
with a cafeteria style concept which may not be able to cater to the residential
sector. The opening date for Presse Café has not been confirmed.

Sushi Shop has been open for just over a year and is doing extremely well. They are
benefiting from a niche market, catering to a very select clientele looking for asian
food at a low cost and quick service. They have also introduced a delivery service
which has made their evening service extremely profitable.

Harvey’s is an established franchise competing against McDonald’s and Burger

King, serving mainly burgers and fries, which according to CRFA are the most
popular items in a quick service counter restaurant. Their high volume of sales
offsets their extreme low price.

Valentine has opened its doors in January 2008. The brand has already an
established name within the province of Quebec. It will be gathering the same

OZEN Group Inc. BUSINESS PLAN 2009 12

 market corner as Harvey’s. There is presently not enough information to be gathered
to properly speculate on the success of this franchise.

3.2.3.POSITIONING

OZEN wants to be identified by the community as a healthy alternative while still

providing the quick and friendly service associated with the fast food industry.

OZEN will distinguish its service from the competition’s by developing a

relationship with its customers. This will be accomplished by employing several
methods (such as keeping digital records of personal orders and customer’s
information, thus facilitating future orders, and continuous training of staff on
customer service excellence).

4. MARKETING STRATEGIES

4.1. PRODUCTS STRATEGIES

OZEN will provide fast, fresh, innovative high quality products to its customers at a very
competitive price. OZEN will be producing and distributing Restaurant Zen Asia recipes
and sauces. Restaurant Zen Asia’s product has proven its originality and quality and has
been an ongoing success in its community for the past 6 years.

OZEN has also partnered with Land of Thousand Hills, a well established fair trade
coffee producer. This partnership will enable OZEN to become a distributor and reseller
of this brand in the province of Quebec.

4.2. PRICING STRATEGIES

OZEN compared the surrounding competitors’ price with the current pricing of
Restaurant Zen Asia and found that Restaurant ZEN ASIA’s price was competitive at an
average of $10.00 per customer. Therefore OZEN will basing its pricing structure on that
of Restaurant Zen Asia.

To provide better value to its customers OZEN will introduce trios and combos. In
addition, a loyalty program and corporate group discounts will be implemented.

4.3. PUBLICITY & PROMOTION STRATEGIES

OZEN Group Inc. BUSINESS PLAN 2009 13

Type of Pub / Promo Date Cost
Direct Mail October 01 2009 $2500.00
Webpage/web advertisement September 01 2009 $1500.00
Loyalty Card OPENING $1000.00
TOTAL $4000.00

Direct mail with the Canada Post services and Internet promotion will be the main
vehicles used to reach customers.

5. OPERATION & PRODUCTION PLAN

5.1. LAYOUT & IMPROVEMENTS

The chosen location was selected for its high commercial and residential traffic. Situated
at the intersection of Chemin du Tremblay and Rue Adoncour in the Longueuil region, it
will benefit from the proximity to Pierre Boucher Hospital and the Adoncour residential
project. The Justice court and other institutions will also provide excellent source of
potential customers.

The location is in a new building that will open for occupancy on August 1st 2009.
OZEN has retained the services of Archinfin Architectural for the conceptual
development of the interior design. The project is estimated at $110 per square foot and a
total surface of 1495 square feet thus a value of $140,000.00.

5.2. FABRICATION PROCESS & TECHNOLOGY USED

Fabrication Process Flowchart

Equipment Actif To be acquired Cost

Dishwasher - $1,000.00
Fridges / Ovens / $6,650.00
DFryer
Freezer $2,745.00
Microwaves $3,275.00
Counters $5,500.00
Tables/Chairs $4,5000.00
Pots/Pans/Utensils/Mis $6,000.00
c
Hot Oven $3000.00
Technology Table

OZEN Group Inc. BUSINESS PLAN 2009 14

 5.3. STOCK MANAGEMENT / SYSTEM QUALITY CONTROL

Stock management system will be conducted manually. Receivable and shipping are
managed through a checklist and updated on a daily basis by staff member. The checklist
and database can be accessible by using Google APPS for business to allow for remote
access to the information. This application cost $50 per user per year. Audits will be
performed by management staff on a monthly basis to ensure veracity and quality of the
process.

Other software used by OZEN is simply accounting. This tool enables the corporation to
track cost of goods on a real-time basis.

5.4. SUPPLIERS
The suppliers of food will be:
• Coca Cola Canada Inc. (Canada)
• Restaurant Zen Asia Inc. (Quebec)
• Thousand Hills Coffee Inc. (USA)
Food and auxiliary supplies will be purchased at difference location with Costco and Kim
Phat being the primary provider for food supplies.

6. HUMAN RESOURCES
6.1. INTERNAL RESOURCES
POSITION HIRING DATE SALARY
STORE MANAGER AS REQUIRED (FULL TIME) $ 38,000.00 / year
SHIFT LEAD OCT.2009 (FULL OR PART TIME) $ 9.75 / hour
ROLLER MID-OCT.2009 (FULL OR PART $ 9.25 / hour
TIME)
ASSISTTANT-ROLLER MID-OCT 2009 (FULL OR PART $ 9.25 / hour
TIME)
KITCHEN AID MID-OCT.2009 (FULL OR PART $ 9.25 / hour
TIME)
MISC. EMPLOYEE MID-OCT.2009 (FULL OR PART $ 9.25 / hour
TIME)

6.2. MANAGEMENT TEAM

OZEN Group Inc. BUSINESS PLAN 2009 15

6.3. ENTREPRENEUR’S PROFESSIONAL CREDENTIALS

Alain Nguyen: He has been operating and managing Restaurant Zen Asia for the
past 5 years under the tutelage of a 20 year experienced entrepreneur (Nguyen Xuan
Thai Lai).
During this time he has developed excellent customer service and leadership skills.

Duy Nguyen: For the past 10 years, Duy Nguyen has been developing his
leadership and management skills in the engineering field. He has been able to
participate in multi-million dollar projects and lead multi-disciplinary teams to
success. Most recently, Duy Nguyen has been the Engineering Manager for a multi-
national company with a team of 2 engineers and 5 draftsmen, receiving high praise
for his leadership and management aptitudes. He now steps into a new role, bringing
with him a wealth of management knowledge, and will be working under the
tutelage of Nguyen Xuan Thai Lai.

OZEN Group Inc. BUSINESS PLAN 2009 16