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Marketing plan 2.1 description of the product..5 2.2 Target Market segment..7 2.3 Demand Analysis...8 2.4 Gap Analysis..8 2.5 Projects Marketing Plan(7 Ps)..9 2.6 Forecast of Sales..12 2.7 Fixed Assets for Marketing.13 2.8 Competitor Analysis14 2.9 Strength and Weakness14 3. Organization & Management Plan. 3.1 Form of Business.15 3.2 Capability & Profile of proponents.16 3.3 Organization Structure17 3.4 Descriptions of Key Positions & Responcibilities..18 3.5 Recruitment Strategies18 3.6 Selection Strategies.19 3.7 Training & Development19 3.8 Cost of Perssonel for Administration.20 3.9 Fixed Assets Requrements.20 4. Production & Technical Plan 4.1 Production Facility, Location & Description21 4.2 The Planed Location..21 4.3 Method Involve in Production...22 4.4 Production Shedule22 4.5 Fixed Assets Requrement..23 5. Financial Plan 5.1 Total Investment Cost24 5.2 Loan Repayment & Interest Calculation25 5.3 Projected Profit & Loss statement..26 5.4 Projected Cash Flow Statement..27 5.5 Projected Balance Sheat.28 5.6 Break Even Analysis..29 5.7 Financial Analysis (Ratio).30 6. Milestone..31 1
1.Executive summary
D&S FOOD WORLD is a new way of serving fruits for any one.D&S FOOD WORLD will provide a combination of excellent fruits at value & favorable pricing with.D&S FOOD WORLD is the answer to an increasing demand for getting fresh fruits. Our main priority is to choose crowded place and a school to serve. In accordance with that purpose, we have decided to establish this business in front of Kumbukgate Central College. D&S FOOD WORLD offers products such as fruit salads, fruit juice items, soft drinks,fresh fruits and also short eats etc. We will arrange to serve consumers in business premises itself and also can take away from us. D&S FOOD WORLD expects to invest a little money to introduce a new product is named ice-milo. We will hope to build a good demand for this product among our target consumers. D&S FOOD WORLD offer several advantages to its target market; Relatively inexpensive meals to consumers. Easy,Fun,Social networking place to meet & chat each others. Convenient to eat fresh fruits items prepared just in the time Saves time of employee Best of all not having to decide to from where to buy
The purposes of this plan is two-fold. The first is to acquire funding of Rs 500000/=. The second is to lay the foundations of the companys vision, philosophy and strategy to ensure that we know where we are going and how to get there.
1.1 Vision To be the best fresh fruit service in Sri Lanka with maximum customer satisfaction 1.2 Mission
Provide a unique and distinctive fruit service to avoid time wasting & protect target consumers health while giving consumers more of what they are looking for time Our goal is to be self sustaining corporate enterprise within 1 year from the companies inspection to begin expanding our menu offerings within 3 months. D&S FOOD WORLD will hit net profit goals of Rs 600000/= by the end of its second year of existence. In short, we will be in the business of helping our customers to relieve their daily stress of what to eat for dessert any other occasions by providing them with a great menu choice of food items that they will expect.
1.4 Objectives
1. 2. 3. 4. 5. To exceed customers' expectations for food service and food service products. To increase the number of clients served by 25% per year through superior service. To develop a sustainable start-up business that is profitable. To achieve an after tax net profit highly by year three. To achieve a net income of more than 10% of sales by the third year
2.Marketing plan
2.1 Description of product
D&S FOOD WORLD is offering basically 6 verities of products. Those are Fresh fruits Fruit salads Soft drinks Fruit juice items Short eats Ice-cream
Under each variety there are number of products lines can be seen
Fresh fruits Banana Rs40 Papaya Rs40 Avocado Rs40 Grapes Rs35 Wood apple 50 Water melar 60 Pine apple Rs20
Fruit salads
Pera ambula In here we expect to offer sweet food. So we decided to prepare the curry in our spot. When we can offer curry in delicious and quality colour. Pera ambula recipe Guawa fruits Some curry leaves Salt 4
Some onion Coconut oil Some pepe Mol dive fish Chilies Other nessecery things to do
Yet any other person not use guawa to make curry. So it is new thing to other person. But in here try to inform people about new short eats of pera ambula. Actually guawa is a wasting fruit in most reagion in our country. So we can allocate our main raw material very easily. As we can get lawulu fruit in cheap money. Further we can easily prepare that mixture. The method of preparing lawulu wadei First of all lawulu fruits should cutting to the pieces. Then grind it & get the cream of lawulu Secondly mix some salt curry leaves pepper pieces of onion &chilies to the lawulu mixture Then conglomerate the mixture into small pieces Then fry the pieces deep coconut oil until the appear gold colour. Now you can enjoy the taste our newest innovation lawulu wadei
Fresh fruit product We always try to get fresh fruit on cheap price. Because we decided to get all fruits to want per week buy at dambulla economic center weekly. It is very beneficially.our enterprise offer fresh fruit product both in cool drinks & hot drinks. As we deliver glass to drink on time. So we can limit our package cost.
Short eats All short eats prepare in our kichen. Role, Patis, Preasty, Buns, hot dogs, we offer breakfast. In addition to evening parata & those we offer to customers.
2.2 Target market segment Our main customers are the children of Kumbukgate Central College and any people of Kumbukgate area.
We segmented the market based on geographical factors. Further detailed city wise. There seems to be high density in the areas like Kumbukgate,Kumbukgate.Rambe. We choose Rambe as our target area to deliver the Fruits & soft drinks. Our Spot situated at in front of Kumbukgate Central College . As we decided sellers in market and person in other work places will be become our customers. Certainly those busy person very like to Fruit products.
We decided to offer drinks & juice& ice-cream to target market customers in Kumbukgate because of it is very suitable to that area. Hot climate, hard workers school students very likes to that. As well as we can easily collect raw material for that because of grown fruits.
2.4 Gap analysis Product line Total demand (quantity) 14400 72000 20250 11000 Total supply (quantity) 7300 51000 13000 9000 Gap (quantity) 7100 21000 7250 2000
Vanila sponge cake Fruit choco juice Pastry deval chiken five Mayonesh chiken egg pizza
5. No of fruit juic items related varieties will introduced. Papaya juice Lemon juice Orange juice Mix fruit drinks Avocado drinks Honey melon juice Karapincha juice
Pricing Strategies
As a new comer to the restaurant industry we will follow marketing penetration pricing strategy, set lower prices to become value fresh spot leader. 1. Mentioned every price in a menu card. 2. Customers who come with their family members will deliver attractive discounts.
3. Promotion Strategies
Introducing new products and new experience will be required more promotional tools to make aware of the people and willing to buy. 1. Handouts will prepare and distribute among people of Kumbukgate; near the bus stand, schools, fairs, Tusion classes. 2. Funny games will be introduced to the customers. Target shooting game; winners are offered free food card that can be take food items in free of charge. 3. Banners will introduce near our location. 4. Sample Ice-milo will share among people who near our location to the free of charge.
4. Distribution strategy
Directly interact with customers by delivering product by ourselves. No channel distributers are used. Can lower the distribution cost. Good customer relationship can be build.
5. People 1. Two waiters will dress as a formal waiter. 2. Hire, train and motive the people who like to serve customers in high manner.
6. Physical evidence. 1. Visible kitchen will be offered 2. Allocate 2 parts inside the spot to serve, food making, and food available. These 2 parts will decorate. 3. Location surrounding will decorate attractively.
6. Process strategies
1. 2. 3. 4. Customer suggestion box. Attach customer satisfaction forum. Less waiting time. Service will conduct as a conventional to the both individuals and groups.
Product line Fresh fruits Fruit juice Soft drink Fruit salad Total sales value
We incorporate our company under the name of DDS COOL SPOT COMPANY LIMITED. Since this organization offer instantly made fresh nutritious fruit items at the minimum waiting time, this name is selected
Company logo
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Mr Jinasena is a businessmen.He has lotary agent in NLB & DLB.He is Samarasenas father.
All these three key persons are close friends since last ten years. All of them are efficient, talented, hard workers.
Address
Tel No
WeliharagedareKumbukgate ,, ,,
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Marketing manager
Production manager
Chef 1
Waiter 4
Clerk 1
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Marketing manager
Mr. Jinasna will responsible all marketing activity of the company and he act as the marketing manager of the company. So he has to conduct marketing researches, identify competition, setting 7Ps, analyzing the target market market.
Production manager
Mr.Jeewan as the production manager he responsible all production activities of company. Purchase, stoke, equipment purchasing, train employees, planning products & services.
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3.8 Cost of personnel for administration category Year 1 salaries & benefits 810900 710100 119000 1640000 Year 2 salaries & benefits 852900 748000 126100 1727000 Year 3 salaries & benefits 897900 788000 132100 1818000
Assumption
1. Incentive we basically their monthly performance measurements 2.no more labor requirement within next 3 years
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assets
Old buildin & repair equipment Furniture & Fixture Other Assets Total
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And will help to expand our business as a serving a mobile service in weekends and in other holydays. In near future in such places Galle face, Wiharamaha Devi park, and in Carnivals etc.
Dambulla road
Rambe
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4.3 Methods Involved in Production In the producing process we planned to use labor oriented Production method. Its means the main resource of our business will be Human Resource not the Capital. And in there we made our attention to provide not the readymade foods; It will precede a fresh food supply system: The almost all fruit juice categories and the all hot drink categories and specially Lawulu Wadei, our main innovative product. The fresh foods will be made using our own production recopies and strategies and will make on customer requirement base on time. And the other bakery products will buy from other supplier who suited for our terms and conditions. And we expect to by soft drinks from Elephant House Company, to ensure to the customer the almost all products are locally produced.
4.4 Production Schedule Year1 32850 73000 18250 21900 146000 Year2 43800 98550 27375 29120 198925
Fresh food products Short eats Soft drinks Hot drinks Total production
Assumptions When forecasting the production schedule: we mentioned on daily sales/production as follows. Year 1 90 200 50 60 Year2 120 270 75 80 Year3 150 350 85 90
As the company offering the product not in a readymade base so it is assumed that production units equal to sales amounts in our own product categories. We expecting to increase our production /sales units by 30% in the year 2 and in year 3 , it by 65.8% as we expecting to make new outlets in near future.
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4.5 Fixed assets requirement and cost to production. Purchase price 205000 45000 65000 135000 450000 Estimated life 10 5 7 8 Depreciation per year 20500 9000 9285 16875 55660
Refrigerator Gas cooker & related Oven Other category equipments Total
The all the cost for the production machinery and equipments are planned to source from locally available dealer Singer (pvt.) Ltd: Assumptions The no of main labors will not change and the rules and regulations of the government for salaries & wages all over the period But the additional labors will need for fill the occasional labor requirements. Such as in New Year season, Christmas season etc The entire labor requirement numbers are will remain unchanged all over the period of year1, year2 and year 3
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5. FINANCIL PLAN
The business is organized under the will financial structured that is depended on loan capitalization and share capital of the founders.
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Columns of the interest rate payments and the payments on capital are indicated the amount of total interest payment on principles paid by the monthly basis.
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(-) less: operating expences Marketing expences Organization &management expences Total operating expences Profit before interest & taxes (-) less : interest expencess Profit before income tax (-) less : provision for income tax Net profit after tax
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3676800 0 0 3676800
5007100 0 0 5007100
6240300 0 0 6240300
0 0 0 383000 255000 90000 2380000 133542 200000 3441542 235258 3715000 3950258
0 0 0 502000 336000 105000 2455000 88542 200000 3686542 1320558 3950258 1345800
0 0 0 612000 396000 144000 2696000 63541 200000 5673000 456000 1345800 908000
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661,000 14,000 8,000 683,000 1,300,000 330,000 620,000 100,000 2,350,000 550,000 550,000 3,583,000
1445325 14,000 10,000 1469325 1,300,000 (130,000) 330,000 (45,000) 620000 (103000) 100000 (10000) 2062000 550000 (55000) 495000 3531325
2882075 19000 12000 2913075 1300000 (260000) 330000 (90000) 620000 (206000) 100000 (20000) 1774000 550000 (110000) 440000 2214000
3126977 23600 13800 3163477 1300000 (390000) 330000 (135000) 620000 (309000) 100000 (30000) 1486000 550000 (165000) 385000 1871000
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100 90
-90
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Assumption
Financial plan is prepared on under the following assumptions Fixed cost constant Interest rate-12.5% Tax-not impact
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6. Milestones
During the initial set up of the company, the 3 founders (Lal,Kamal,Saman) will conduct the planning and implementation in building the brand and the construction of our first outlet. The planning and construction will take approximately 8 months, in addition to the revision and refinement process that will take the rest of the 12 month period before our opening in early 2010.
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