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gain as your body converts extra calories to fat tissue. When you accumulate
fat tissue, you increase your risk of developing one or more health problems,
including heart disease, hypertension, respiratory issues, diabetes and
cancer. A healthy meal plan without excess calories helps you not only feel
better but can prolong your life.
The idea of dietary food caf is a unique idea because no such caf are in a
town with this unique concept. The diet food industry is a most unique idea
in Karachi. We want to establish a caf where health is concern. People can
come we provide healthy and dietary food we have known faltering food. We
dont just sell food but we also provide health to our customers. The green
diet caf specializing in high quality, gourmet cuisine, offers a wide range of
tasty dietary dishes including sandwiches, fresh salads, flavorful main course
and desserts using dietary ingredients.
Our menu changes according to
availability of seasonal produce. Cafe strives to provide you products which
are wholesome, fresh and packed with nutrition so you can stay healthy and
active.
Green diet Caf, announce the opening of their first outlet in
Pakistan on (date and address) Karachi. The green diet Cafes is part of Fresh
and diet food that has been bringing consumers around the Karachi dining
choices that offer dietary alternatives to fast food.
Green diet caf believe that eating a healthy, balanced diet provides
nutrients to your body. These nutrients give you energy and keep your heart
beating, your brain active, and your muscles working. Nutrients also help
build and strengthen bones, muscles, and tendons and also regulate body
processes, such as blood pressure. Good nutrition can lower your risk of
developing a range of chronic diseases. For example, eating more fruit and
vegetables can help lower blood pressure and may lower your risk of certain
types of cancer (such as colorectal, breast, lung and prostate cancer). Eating
less saturated fat may also lower your risk of heart disease. Healthy eating
can also help people that already have some types of disease or illness such
as diabetes, high cholesterol and blood pressure. And, of course, improving
your eating habits will contribute to you achieving and maintaining a healthy
weight. Try to achieve a balance with the foods you eat and include lots of
variety and remember, all things in moderation.
The restaurant will be open 7 days a week with hours as follows:
Monday
9:00 am 2:00 pm
Tuesday
9:00 am 2:00 pm
Thursday
9:00 am 2:00 pm
Friday
9:00 am 2:00 pm
Saturday
9:00 am 2:00 pm
Sunday
9:00 pm 2:00 pm
B. INDUSTRY BACKGROUND:
Healthy food industry is a part of regular food industry which is very much
old, it started from the era of Greece and Rome, The term restaurant itself is
French, the first restaurant made in France that is The public dining room
that came ultimately to be known as the restaurant originated in France, and
the French have continued to make major contributions to the restaurant's
development. The first restaurant proprietor is believed to have been one A.
Boulanger, a soup vendor, who opened his business in Paris in 1765. Then
after that the drive-in restaurant concept, where patrons are served food in
their vehicles, dates back to pre-World War II. The concept reached its height
of popularity in the early 1950's." The first drive-in restaurant opened in
Glendale, California in 1936.
Ray Kroc was the pioneer of the fast-food industry he make revolutions in the
industry with his worldwide McDonald's enterprise (1954). "The founder and
builder of McDonald's Corporation, proved himself an industrial pioneer. He
revolutionized the American restaurant industry by imposing discipline on
the production of hamburgers, French fries, and milk shakes." In 1977, the
first McDonald's "Happy Meal" was regionally tested in St. Louis. The first
nationwide Happy Meal was served in 1979, part of a promotion called
"Circus Wagon"
It is no secret: Americans love fast food. And its not just us! The Golden
Arches have spread across the globe, and emerging markets are one of the
fastest growing areas in the industry. The fast food industry, also known as
Quick Service Restaurants (QSR), has been serving up tasty morsels for as
long as people have lived in cities. The modern system of fast food
franchising is believed to have started in the mid 1930s when Howard
Johnson franchised his second location to a friend as a means to expand
operations during the Great Depression. And oh how it has grown this
concept brought explosive growth to the idea of food-on-the go. Fast Food
was added to the Merrion-Webster dictionary in 1951 and U.S. fast food
companies are now franchised in over 100 countries. In the U.S. alone there
are over 200,000 restaurant locations! Revenue has grown from $6 billion in
1970 to $160 billion last year, an 8.6% annualized rate. Fast food franchises
focus on high volume, low cost and high speed product. Frequently food is
preheated or precooked and served to-go, though many locations also offer
seating for on-site consumption. For stands, kiosks or sit-down locations,
food is standardized and shipped from central locations. Consumers enjoy
being able to get a familiar meal in each location, and menus and marketing
are the same in every location.
In the current era health food industry also emerging too much. People
swithch them to healthy foods because they are gonna be health conscious
nowadays. A Health food restaurant is a restaurant that serves primarily, or
exclusively, health foods. The history of health food restaurants includes
their influence on other restaurants, including fast food establishments. The
types of foods found at health food restaurants has changed, alongside the
changing definition of what constitutes a health food. Other types of
restaurants and menus included in this general category include vegetarian,
vegan, raw, macrobiotic, organic, and low-fat.
In 2005 this health food industry has been introduced. In Pakistan very few
healthy food restaurants there. In Karachi just one healthy food restaurant
are there and second is ours cafe that we make.
Nowadays in Karachi there are only two caf in town so our uniqueness of
business is that we target demand of market of those customers that want
diet food to eat with all flavors that the people with diet conscious minds will
have fun of tastes and deliciousness of food without having any fat or extra
calories, this is uniqueness of our caf that everyone can have the fun
deliciousness of food without calories.
Health-Conscious People:
Those people are doing very much care about their health, hey always try for
the hygienic food with energy, so target them as our valuable customers.
Weight-Conscious People
Focus some of your menu design and marketing efforts on people who are
trying to maintain or lose weight. If you can offer delicious meals for a
reasonable calorie count, you will be able to give hungry dieters a way to
indulge their desires for scrumptious restaurant cuisine and continued weight
loss at the same time.
Active People
We focused on those people who want to want to be active and fresh for
whole days.
2. Market Size:
There is only one healthy restaurant food in Karachi located in Clifton, that is
too far away from our restaurant so in town we are the only one and we have
100 percent share in DHA and if we considered whole Karachi then our
market size is 50 percent of Karachi.
3. Competitors:
As we discuss early we dont have an competitors in our town because there
no healthy food restaurant in DHA, but in Clifton just one healthy restaurant
are there which is far away from our restaurant so its not affect our sales.
4. Estimated market Share:
We estimated that we captured 100 percent market share because no compititors
we have in a town so we estimated we can captured easily.
B. MARKETING PLAN:
1. Market Strategy- Sales and distribution
The goal of the marketing strategy will be to raise awareness levels
regarding green diet cafe and the offerings and value. The message will be
that green diet cafe is a convenient, healthy fast-casual alternative
restaurant.
Entertainment book coupons which is Presented within the first year of
entering a market. The effectiveness of these books diminishes after
approximately first year and green diet cafe will turn to more cost effective
marketing expenditures.
Green diet cafe will be targeting those who are just the elite class along with
diet conscious and health conscious people. The major proportion of the
revenue generation from sales of food would be from giving the best services
with a best taste to the customers who comes to the restaurants for dine in,
whereas a another portion of the revenue will generates from the sale of the
food on the events and the marriages which we make on the orders for the
selected superior customers of green food.
2. Pricing
The charges will be high as the targeted consumers are elite class with the
income range more than Rs. 100,000 and more, who can afford the highest
level services that are being offered that will offer to the customers. We have
more than 50 dishes and every dish has its own price that mentions on our
menu card, for example our cheaper course would be Rs. 500 per platter and
expensive course have a price is Rs. 2500 per platter.
B. PROXIMITY TO SUPPLIES
All the supplies that includes beverages, meat, chicken, vegetables, grocery
items and etc will be easily delivered to the green diet cafe when required,
these supplies also located near our caf.
C. ACCESS TO TRANSPORTATION
As the proximity to supplies is efficient and at minimized cost, the
transportation costs are therefore reduced which has minimized expenses of
delivery of the materials from the suppliers.
SECTION V: MANAGEMENT
A. MANAGEMENT TEAM:
Green diet caf have initially consist of four partners, those are:
Zain Siddique
CEO
Nashit Ghazanfar
Finance Head
Noman Javed
Operaions Haed
B. LEGAL STRUCTURE:
Total investment from the four partners are 4 million, each partners have
25% share on profit and every liability as it decided in partnership deed.
Accounts is open with a name of green diet caf which is operated by
Khawaja Mohammad Zain Siddique for transections. These al the points are
mention in partnership deed which is attach with business plan.
We are located in Clifton near forum which is on rent, we pay 25000 per
month with 11 month contract is also mention in tenancy agreement which
attach in business plan.
FINANCIAL FORECAST
Sales
Less: Cost of sales
Gross Profit
Less: Operating Expenses
EBIT
Interest Expense
EBT
Income Tax Expense
Profit After Tax
2014
2015
2016
2017
2018
5,000,0
00
7,000,0
00
9,000,0
00
11,000,0
00
500,000
4,500,0
00
400,500
40,99,5
00
0
40,99,5
00
32,625
4,066,8
75
700,000
6,300,0
00
660,000
5,640,0
00
0
5,640,0
00
148,500
5,491,
500
800,000
8,200,0
00
300,000
7.900,0
00
0
7.900,0
00
354,375
7,545,6
25
900,000
10,100,0
00
230,000
9,870,00
0
142,500
9,727,50
0
609,375
9,118,12
5
13,000,0
00
1,100,00
0
11,900,0
00
210,200
11,689,8
00
142,500
11,547,3
00
907,293
10,640,0
07
7,545,
625
9,118,1
25
10,640,
007
4,066, 5,491,
875 500
Net Profit
2. Balance Sheet
GREEN DIET CAFE
Forecasted Balance Sheet
For the Period of Five Years
2015
2016
2017
2018
7,000,
000
1,005,
000
210,00
0
210,50
0
8,315,
250
1,056,
000
300,00
0
300,50
0
10,279,
100
1,450,2
00
599,76
0
599,54
0
12,000,
000
1,944,1
00
520,05
5
456,89
5
13,018,
167
2,552,6
77
618,16
7
538,45
4
718,16
7
338,16
7
16,727,
464
Fixed Assets
Equipment net of
Depreciation
Furniture net of
Depreciation
Total
Liabilities &
Equity
Current
Liability
Accounts
Payable
Salaries
Payable
Rent Payable
Long Term
Debt
long Term
Loan
Equity
Capita
l
Drawi
ngs
Net Profits
Total
8,425,
500
9,971,
750
12,928,
600
600,00
0
360,00
0
14,921,
050
490,87
5
620,00
0
245,00
0
490,05
0
690,00
0
240,10
0
500,60
0
700,00
0
250,00
0
663,38
5
863,38
5
363,38
5
750,91
6
790,91
7
401,42
7
563,38
5
590,91
7
3,002,
750
3,060,
100
3,932,3
75
3,349,3
85
3,553,2
80
4,066,
875
8,425,
500
5,491,
500
9,971,
750
7,545,6
25
12,928,
600
9,118,1
25
14,921,
050
10,640,
007
16,727,
464
Rece
ipts:
Cash
From
opera
tions
Total
Cash
Recei
pts
Less
Pay
ment
s:
Cost
of
Sales/
Paym
ent to
suppli
ers
Salari
es
Mark
eting
Expe
nses
Purch
ase
of
Equip
201
4
201
5
2016
2017
2018
7,00
0,00
0
8,31
10,27
5,25
9,100
0
12,00
0,000
13,01
8,167
7,00
0,00
0
8,31
10,27
5,25
9,100
0
12,00
0,000
13,01
8,167
500,
000
700,
000
800,
000
1,10 9000
0,00
00
0
900, 1,000
000
,000
440,0
00
ment
Purch
ase
of
Furnit
ure
Rent
Expe
nse
Paym
ent
Of
Intere
st
Expe
nse
Inco
me
Tax
Expe
nse
Net
Bala
nce
of
Cash
BOP
of
Cash
BEP
of
Cash
1,00
0,00
0
1000
,00
100,0 90,00
00
0
1,11
1,431 1,554
0,00
,000
,100
0
17,00
0,510
142,5 142,5
00
00
32,6
25
2,86
7,37
5
4,90
6,50
0
4,71
2,62
5
6,05
7,12
5
6,27
3,60
7
5011 4948
45
75
1541
375
3389
500
5576
25
4,41
3,171 2,667
1,62
,250
,625
5
5,715
,982
3,44
7,07
5
These financial statements include cash flows profit and loss and
balance sheet shows that we are in a good position right now and in
future we get more profit which helps us to expend our business and
make more assets.
The Menu
One of the most common problems in caf and restaurant owners face is the
menu. A good menu is a balancing act. Do you have too many or too few
menu items? Are your dishes priced appropriately? Does your menu have a
coherent theme?
Customer Service
First impressions are important. Poor customer service is often a deal breaker
for customers. Your food may be outstanding, your table settings exquisite
and your ambiance delightful, but if your service is bad, customers will
remember. Customer just want a smile and good talk with staff.
Restaurant owners know the importance of hiring and training the right
employees. Yet, a common problem exists as many restaurants hire the
wrong people and have a high turnover rate. An incompetent staff can also
irreparably damage your current and future customer base.
Marketing
This is the very important risk that we should have to focus on that thing
which cause the failure of our restaurant just like bad food, lack of customer
service, lack of marketing and maybe customer are not satisfy with us.
Competitive risk
We should focus on our competitors and also there strategies that they are
implemented. We also take seriously about our loyal customers that they
didnt go to them. Also take care of our patents copy right and watching
them that they didnt do infringements.
Fire Safety
In restaurant business there is much use of fire and gas in cooking and
baking so in Restaurant cooking carries a big risk of fire. Restaurants do a lot
of cooking using higher temperatures.
Transfer of Assets if we want to exit our business then our noncurrent will be sold and from the amount that we get from that we pay
our liabilities and then it is distributed to every partner according to its
share. After that the amount which is from current assets also
distributed to every partner according to its share.
Continuity of Business strategyfor continuing the we make
strategy to increase the investment by increasing the shareholder of
green diet caf, we sell share in the market from that we get
investment and invest all the money to the business. And another
strategy to expand our business and open more outlets so that cover
our losses.
Identify of successorif the business would be transfer then there
would be need of successors to run the business effectively. For that
we would have to identify the person who is eligible to take over the
business person should responsible to handle the position, and
understand the objective of the business and have sufficient skills with
the help of he will be able to deal with work and people and use them
to achieve the goals set.
This is the target for the 1st year of business, in which we provide the
costomer best services and best food so they become satisfy and become
loyal with our services. We also focus on advertising and promotions to make
new customers from the market.
YEAR 2
In the 2nd year of a business we start our free home delivery service for our
valuable customers within the city, that help our customers to get there tasty
food in their home in 15 mints.
YEAR 3
On year 2 our business we are on hat position that we increase the variety of
our food. We include Italian, desi and fast food in our menu for our valuable
customers.
YEAR 4
In the 4th year of business, the business aims to expand within Karachi, by
opening up new outlets in different areas such as Gulshan, P.E.C.H.S, Tariq
Road and North Nazimabad and targeting the middle class by offering
cheaper versions of the original package.
YEAR 7
This target is set for the 7th year of operations in which green diet cafe will
expand across Pakistan to different cities like Lahore, Islamabad, Hyderabad
and Faisalabad. This will help gain greater consumer base and in turn greater
revenues for the business.