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Business Name and Address:.....................................................................................

2
Rationale for launching a Business:............................................................................2
Aim............................................................................................................................. 2
Objectives................................................................................................................... 2
MISSION .....................................................................................................................3
VISION........................................................................................................................ 3
Market size and growth..............................................................................................3
Competitors ...............................................................................................................3
PEST analysis..............................................................................................................3
SWOT Analysis............................................................................................................4
ANSOF MATRIX...........................................................................................................4
Competitive Advantages............................................................................................5
Proposed Customers:..................................................................................................5
Advertising and Promotion Strategy...........................................................................6
Pricing strategy.......................................................................................................... 6
Premises.....................................................................................................................6
Machinery Maintenance..............................................................................................6
Utilities Requirement..................................................................................................6
Deals that we are offering..........................................................................................7
Equipments ................................................................................................................7
Financial plan.............................................................................................................7
Income statement .....................................................................................................8
Balance sheet.............................................................................................................9
Forecasted cash flow statement...............................................................................10
2

Business Name and Address:


Meal on Deal, M.M Alam Road, Lahore

Proprietors Name and Address:

1. S S, Johar Town, Lahore

2. IN,Town Ship, Lahore

3. Q A ,Township ,Lahore

4. GA ,Allama Iqbal town,Lahore

Business Form:

This is Partnership form of business.

Business Activity

Meal on Deal is a mobile Food Chain that sells moderately priced food to schools, Colleges,
Universities and offices. The menu includes Fast Food. We also sell our services as caterers.

Rationale for launching a Business:


We all know that food industry is the largest industry in Pakistan. And there is a great scope of
doing business in this side. So we just chose food manufacturing and targeted students because in
school and universities, students often don’t like the food at café and can’t afford going to
restaurants daily so we decided to provide them food with moderate pricing, so that they can
easily access the food at their door. And can afford it easily.

Aim
Our aim is to make our food chain accessible and affordable high quality food, the “Meal on
Deal” will establish itself as destination of choice for the residents of Lahore.

Objectives
1. Sales approaching and surpassing _____ by the end of first year.

2. Gross profit of ______

3. Targeting and maintaining net profit margin ______


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MISSION
To provide at fair price –nutritional well prepared, meals using only quality ingredients. We shall
be assured of a fair profit that will allow us to contribute to the community we serve.

VISION
You ring, we bring

Market size and growth


According to UNIDO, food industry is the largest manufacturing industry of our country. Value
of production stood at rs.46.170 Billion and manufacturing value added (MVA) stood at 12.187
billion. Food processing is a relatively capital intensive industry.

Thus there is a significant scope of investment expansion in food manufacturing sectors.


Domestic Demand is buoyant and export prospects are bright. Although they are yet to be
adequately explored.

Competitors
We have no direct competitors but our indirect competitors are

i. KFC

ii. Pizza hut

PEST analysis
1. Political

The political conditions are not very stable in the country, but this does not directly
influence the trends and spending patterns of the customers. There are no restrictions or
barriers on the growth of this industry. So the political conditions are favorable for this
market because food chain products are consumer goods and they have to purchase it in
any condition.

2. Economical

The economical conditions are not very favorable and the economy is facing problems,
but it is not directly influencing buying power of consumers. If the country is out of its
current problems, it will further boost up growth of this industry, as people will feel more
secure economically and it will further increase the attractiveness of the market.
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3. Social

The social patterns are changing in the country, as the world is becoming a global
village, and mutually share and accept patterns. People are becoming more attractive
towards the branded products. Moreover people don’t have time to cook, they prefer to
have readymade food.

4. Technological

Now a day’s technology is improving so as baking and heating ovens will be of new and
efficient technology and will provide efficient service. Due to new technology there are
new ways of marketing like internet; telemarketing and the organization can advertise
their products with much more faster pace. Computer based customer data that is MIS
(managing information system) helps in collecting customer data, daily transactions,
future forecasting and decision making. New vehicles will make their service more
efficient

SWOT Analysis
Strengths

We target students and employees, by going at their door step and make an ease for them by
giving moderate priced food with good quality.

Weakness

We cannot do heavy advertisement because of low resources. Moreover we are launching


business on a small scale in the beginning.

Opportunities

Cheap and easy availability of labor, Increase consumption of fast food has increased the market
size.
Threats

Entrance of new competitors into the market and High political instability/uncertainty.

ANSOF MATRIX
5

Product/Market Present New


Market penetration Product
Present development
Market development Diversification
New

Market Penetration
We will promote our product, by advertisement, and serve the existing customers that are the
students, and employees working in offices nearby that we are targeting upon, that’s how we’ll
penetrate in the market by giving them comparatively lower price than the market.

Market Development
After we will serve the targeted customers such as Students of School, universities and Colleges
but later on we’ll be developing our market by targeting the customers at home, for home
deliveries. That’s how we will develop our market.
Product Development
As we have discussed above that we are serving fast food that includes, burgers, chicken broast,
fries and drinks, after excelling in this field we’ll look forward to launch more products in
the line of fast food.
Diversification
Right now we are not planning for diversification but later on we’ll think what needs to be done
and how we can diversify our business

Competitive Advantages
There are three major ways in which we will create advantage over our competitors.

1. High employee motivation and friendly sales attitude.

2. Innovative and aggressive service options.

3. Food quality and easy access.

Proposed Customers:
Our proposed areas to serve will be School, Colleges, Universities and Offices.
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Advertising and Promotion Strategy


Entry into market shouldn’t be the problem. The students always support new restaurants and
cafes. In additions Rs_______has been budgeted for a pre-opening advertisement. Our
advertisement will include:

Print media: Local newspaper, magazines and student publications.

Direct mail: Our Own Vehicles that will be moving within the city for providing the food to the
target segment. It would be a direct source of advertisement.

Pricing strategy
Our food, drinks are priced to give us an attractive margin while at the same time offering value
to the consumer. We want repeat business. We also want the experience to remain fresh. Therein
lies why the food and entertainment programming will be relatively flexible.

Premises
Our head office is situated in MM.Alam road, Lahore and as we are as our business is Mobile
Food chain so our vehicles will be providing the food within the premises of overall Lahore,
covering almost all the universities and schools. The main reason for such a location is the
presence of target market and customer traffic which are the prerequisites for the success of the
restaurant.

Machinery Maintenance
All machines require routine cleaning and maintenance after every three months and an
Annual service which costs around 1% to 5% of the total cost depending upon the use of
the machine and operator's skill. We have assumed an average of 2.5% of the depreciated
cost as the annual maintenance cost.

Utilities Requirement
The following table presents the assumed breakup of utilities on a monthly basis:

Utility Monthly charges


Electricity 20,000
Water 2000
Gas 13,000
telephone 10,000
Total 45,000
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Deals that we are offering


Deals Items Price
Regular deal 1 Zinger burger /fries /regular 95
drink
Regular deal 2 Chicken broast /fries/regular 115
drink
Regular deal 3 Chicken broast/chicken 140
burger/ fries/regular drink
Family deal 1 Zinger Burger / Club 515
Sandwich / Broast (Half) /
Large Drink / Fries 2
Family deal 2 Full Broast / Zinger Burger / 530
Club Sandwich / French Fries
(4) / Large Drink

Equipments
Item details Quantity Unit price Total price

Freezers 4 25000 100,000


New Broast Machine 2 650000 130,000
(15 Pound
Capacity)
Deep Well Fryer 2 40000 80,000
(Single Valve With 2
Baskets)
Potato Cutter (8mm) 2 3000 6000
Pillar (4.5 Kg Potato 3 6000 18000
Peeling Capacity)
Working Tables 4 20,000 80,000
Keg Racks & Shelves 2 10,000 20,000
Microwave 2 10,000 20,000

Financial plan
1. Sources of funds
We are not having enough resources on our own so we’ll use following sources.

I. Contribution by all partners

II. Bank loan


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2. Fixed assets
i. Office

ii. Vehicles

iii. Machinery

Income statement
Projected income statement year2011 year 2012 year 2013 year
2014

Revenue 50, 00,000 57, 00,000 66, 22,000 87, 58,000

Net sales 50, 00,000 57, 00,000 66, 22,000 87, 58,000

Raw material 24, 55,000 27, 00,000 29, 70,000 32,


67,698

Labor& salaries 5, 37,000 5, 90,700 6, 49,770 7,


14,747

Utilities 300,000 3, 43,000 3, 77,520 4,


15,200

Cost of sales 32, 92,000 36, 33,700 39, 97,290 43,


97,645

Gross profit 17, 08,000 20, 66,300 26, 24,710 43,


60, 355

General administrative and selling expenses

Car rent expenses 600,000 660,000 726,000 798,600

Office & kitchen 72,000 79,200 87,120


95,832

Amortization expenses 5000 5000 5000 5000


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Depreciation expenses 140,000 126,000 114,000


100,000

Maintenance expenses 21,758 19,582


17,624 15,861

Subtotal expenses 8, 38,758 8, 89,782 9, 49,744 10,


15,293

Operating income 8, 69,242 11, 76,518 16, 72,966 33,


45,062

Financial charges 7.5% per year 178,944 149,172 114,614


74,500

Earnings before tax 6, 90,298 10, 27,346 15, 58,352 32,


70,562

Tax 1, 82,000 2, 83,000 4, 31,000 5, 45,000

Net profit 5, 08,298 7, 44,346 11, 27,352 27, 25,562

Balance sheet

Projected B/S year 0 year2011 year 2012 year 2013


year2014

Asset

Current asset

Cash& bank balance 5, 18,000 10, 27,531 17, 94,764 28, 73,726 43,
27,944

Prepaid rent 600,000 600,000 600,000 600,000 600,000

Total current asset 11, 18,000 16, 27,531 23, 94,764 34, 73,726 49,
27,944

Fixed assets

Fast food machinery 4, 83,500 4, 35,150 3, 91,635 3, 52,471 3,


17,224

Cars 6, 53,500 5, 88,150 5, 29,335 4, 76,401 4, 28,761


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Office fixtures 2, 71,125 2, 44,012 2, 19,611 1, 97,650 1,


77,885

Total fixed asset 14, 08,125 12, 67,312 11, 40,581 10, 26,522 9, 23,870

Preliminary expenses 25,000 20,000 15,000


10,000 5,000

Total asset 25, 51,125 29, 14,843 35, 50,345 45, 10,248 58,
56, 814

Owners’ equity 12, 75, 562 18, 24,483 26, 74,959 38, 84,395 55,
20,608

Long term liability 12, 75, 562 10, 90,360 8, 75,386 6, 25,853 3, 36,207

Total equity&liability 25, 51,124 29, 14,843 35, 50,345 45, 10, 248 58,
56,815

Forecasted cash flow statement


Projected cash flow year 0 year 2011 year 2012 year 2013 year
2014

Cash flow from operating activities

Net profit 0 5, 08,298 7, 44,346 11, 27,352 27, 25,562

Add: dep. Expense 0 140,000 126,000 114,000 100,000

Amortization expense 0 5000 5000 5000 5000

Net cash from operation 0 6, 53,298 8, 75,346 12, 46,352


28, 30,562

Cash flow from financing activities

Receipt of long term debt 12, 75,562

Repayment of debt (185,202) (2, 14,974) (2, 49,532) (2,


89,646)

Owner’s equity 12, 75,562

Net cash from financing activities 25, 51,124 (185,202) (2, 14,974) (2,
49,532) (2, 89,646)

Cash flow from investing activities


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Car rent and other expenses (6, 53,500)

Office and kitchen (4, 83,500)

Equipment (2, 71,125)

Advance rent (600,000)

Preliminary expenses (25,000)

Net cash from investing (20, 33,125) 0 0


0 0

Net cash flow 5, 17,999 4, 68,096 6, 60,372


9, 96,820 25, 40,916