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There is a market segment that prefers to eat Dhai Bhallay while shopping as well as at home although they do not have the time to make it. There are already many Points which are providing ordinary dhai bhallay but no one is selling Chicken Dhai Bhallay.Chicky Point will be offering Chicken Dhai Bhallay with a distinctive image. There will be three ways to purchase these products; table service at the Point, take-out from the Point, and delivery to home or office. Chicky Point will contribute to the comfort food will feel in a relaxed atmosphere starting out with a cold drink There are three major ways in which we will create an advantage over our competitors;
Product identity, quality, and novelty High employee motivation and good sales attitude Innovative and aggressive service options
The demographics for proposed target markets are wide in range, which bodes well for the success of this venture:
Men and women Primarily 25 years old and older Families Visitors to the area from out of state.
People visiting main market As qualified and energetic personalities critical to ensuring the quality Chicken Dhai Bhallays values, the management provide the skills to deliver:
Zeeshan Javaid will run start-up business operations, with broad management skills. Adil Ihsan Aziz will look after Marketing activities. Kashif Hafeez will be the Financial head. Abdul Rehman will be the Head of Procurement, with a creative flair and eye for efficiency. Jawad Haider will be the Head of HR Department
Chicky Point will require Rs.5,000,000 from investor. The funds will be expected in two rounds, Rs.2,500,000 to begin operations, and a further Rs.2,500,000 seven months later (four months after revenues have commenced).Redemption can be done at this time providing a return of Rs.11,500,000 (2.3 times investment), equating to a compound annual return of approximately 32%. The end of year-3 is good point for possible expansion of business, as decisions on product expansion into supermarkets will be made at this time. Funds will be used to initially finish development of the Chicky point and to establish fit out central premises in Sheikhupura. Site will initially be established in Sheikhupura, following that expansion into other areas will begin. The product is moderate sized, and moderate-low priced offering a collection of Dhai Bhallay and cold drinks with a common theme -- healthy (low-fat, low cholesterol, natural ingredients), flavorful, and familiar. Our goal is to create the image of light satisfying and still nutritious food
The Business
Opportunity
There is a market segment that prefers to eat Dhai Bhallay while shopping as well as at home although they do not have the time to make it. There are already many Points which are providing ordinary dhai bhallay but no one is selling Chicken Dhai Bhallay. This opportunity is researched and developed. If successful, it could become a major new source of income without creating the need for additional staff or production space.
Description of Business
Overview
This new business will be a superior, full service and featuring responsible cold drink service. Our point will be Excellence in all aspects:
Best chicken dhai bhallay variety of cold drinks friendly and competent service
Product
Chicky Point will be offering Chicken Dhai Bhallay with a distinctive image. There will be three ways to purchase these products; table service at the Point, take-out from the Point, and delivery to home or office. Our product is moderate sized, and moderate-low priced offering a collection of Dhai Bhallay and cold drinks with a common theme -- healthy (low-fat, low cholesterol, natural ingredients), flavorful, and familiar. Our goal is to create the image of light satisfying and still nutritious food. There has been an increased awareness of nutritional and health concerns in recent years and a growing market of people who now eat this style of food regularly.
Logo
CHICKY POINT
Atmosphere
Chicky Point will contribute to the comfort food will feel in a relaxed atmosphere starting out with a cold drink.
Location
Chicky Point will be located in stadium, the heart of Sheikhupura city, taking advantage of schools, colleges and situation of main bazaar because large number of people visit these places daily.
Mission Statement
Our goal is that of a multi-faceted success. Our first responsibility is to the financial well-being of the Chicky Point. We will meet this goal while trying to consider; 1) The effect of our product on the health and well being of our customers (and our staff), 2) The impact that our business practices and choices will have on the environment, and 3) The high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors. Awareness of all these factors and the responsible actions that result will give our efforts a sense of purpose and meaning beyond our basic financial goals.
Objectives
The objective is to convert the existing point to a profitable and successful unit. Our objectives are as follows:
Provide the highest quality and service to the community has not been able to receive before. Create an atmosphere where each person can work as a team member, with clear goals and high standards that profit everyone. Combine the corporate marketing strategies with our own to build volume quickly. First year sales to hit between Rs.1.5 and Rs.2 million with 10% growth in first few years. High Gross margins. Maintain food and labor costs consistent with High Ridge. Maintain and expand our outstanding reputation. Remain a neighborhood family point. Be the first fine Chicky Point.
product identity, quality, and novelty high employee motivation and good sales attitude innovative and aggressive service options.
Unique modality of Dhai Bhallay availability, with unmatched preparation times Lower capital costs and overheads and high margin unit sales through broad exposure. Healthy, fresh, fast, quality, price competitive alternative Professional approach and solid management Aimed at segment of large market not currently exploited by the competition
The products we serve are of the highest quality. We combine this quality with great service and atmosphere. We then add menu items that appeal to all ages of the family as well as single adults. Management that treats every employee equally. We create an atmosphere where employee's love coming to work and can earn good money. Great employees make for a great point.
Future Trend
The predicated growth trend is very positive both in short and long-term projections. Modern living creates more demands, people will be compelled to taste more meals away from home. Some highlights from the future findings:
"Consumers will spend a greater proportion of their food budget away from home. Independent operators and entrepreneurs will be the main source of new food concepts. Nutritional concerns will be critical at all types of foodservice operations, and food flavors will be important.
Environmental concerns will receive increased attention." If the business is meeting its projections by month nine, we will start scouting for a second location and develop plans for the next unit. Our five year goal is to have 3 more points in the greater area with a combined annual profit of between Rs.5,000,000 and Rs.10,000,000.
The management team plan all the activities around food service as well: maintenance and cleaning, pest control and waste removal; ensuring that the facility meets government standards.
Abdul Rehman will be the Head of Production, with a creative flair and eye for efficiency.
DIRECTOR
DIRECTOR Director:
Marketing Head:
Finance Head:
Production Head:
HR Head:
Zeeshan Javaid will be the Director of our business. All four head of departments will directly report to the Director. Adil Ihsan Aziz as the Head of Marketing Department will keep an eye on the market and advertising campaigns for the progress of business. Finance Head Kashif Hafeez will control all the financial issues including audit and investment etc. Jawad Haider has responsibility to provide an efficient staff at the right place so that the business may flourish. Abdul Rehman will pay attention at the Production department. With responsibility he will provide efficient and delicious product.
LEGAL ENTITY & OWNERSHIP Chicky Point is trademark registered. Chicky point is currently equally owned by Zeeshan Javaid, Adil Ihsan Aziz, Kashif Hafeez, Jawad Haider and Abdul Rehman. They have already spent over Rs.75,000 in direct costs of product testing and development
Industry Analysis
The lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. Trends are very important. With sales in excess of $105 billion, the market for food is substantial, and the opportunity to build and grow a new exciting product with a strong brand is real. Asian style food represented approximately 35% of this revenue. Although the market is mature with heavy buyer/seller saturation, it is heavily segmented on quality, style, modality and price, presenting opportunity for niche market products such as Dhai Bhallay. Customers perception of healthier is an important value proposition. Dhai Bhallay provides this, with the added bonus of serving the meal quickly. The idea that desirable food could be prepared in a quick fashion appeals to a sizeable portion of the market; those in tourism, people engaged in a commercial capacity, busy homemakers and students. These few examples are indicative of a large and growing collection of time poor individuals placing increasing value on every spare moment of their day. Chicky Point has the ability to match the ravenous need for convenience with the utility that modern, fast paced lifestyles drive. Dhai Bhallay negates boundaries of culture, age and preference, through a daily mission to satiate appetites.
INDUSTRY TRENDS
Today the contemporary food outlet must maintain its appeal within an increasingly health-conscious market. Worldwide the diet continues to gain momentum and this means that products with less appeal to the diet-conscious will suffer reduced success. Entrepreneurs continue to derive extraordinary profits from health-conscious ventures, Dhai Bhallay is designed to make the most of the publics increasing nutritional conscience.
1. Competition
Food industry is highly competitive industry. There are many small food points in the industry who fight with each other to improve their customer base. To stay in the competition, we started with Chicken Dhai Bhallay. This will help the company to stay in the business as a major food point.
3. Substitutes
There are many substitutes in market. Since there are a wide variety of products that people can choose, they could either be substituted by ordinary dhai bhallay, fruit chart, and others.
4. Strength of Suppliers
Power of suppliers within this business would be relatively small, unless the main ingredient of the product such as yogurt, chicken etc are not readily available.
5. Strength of Buyers
Relatively strength of buyers is low in this business because Chicken Dhai Bhallay is innovative.
Men and women Primarily 25 years old and older Families Visitors to the area from out of state. People visiting main market(for shop ping, banking, dining, personal business, service businesses and post office)
Specific target markets by serving time: Target market at noon: business owners, employees, shoppers, seasonal and year round residents. Target market at night: seasonal and year round residents. Chicky Point would be a eatery "destination location," and would draw on clientele attending theater. Our food concept and product image will attract 3 different customer profiles;
The student -- more and more young people have developed healthy eating habits. Some also go through a "health food phase" while in college.
The health conscious person of any age or sex -- this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet. Curious and open-minded -- "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.
The Competition
There are over one and half dozen Dhai Bhallay Point in the city Sheikhupura that sell ordinary Dhai Bhallay at some what low prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty. We will offer an innovative product in a familiar style at a competitive price. Our aggressive plans of take-out and delivery will also give us an advantage to create a good market share before the competition can adjust or similar concepts appear.
Marketing Plan
Food production and assembly will take place in the kitchen of the restaurant. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff.
Market Penetration
Entry into the market should not be a problem. The store has high visibility with heavy foot traffic all day long. The local residents and students always support new points and the females do not have fixed preferences. In addition, Rs.100,000 has been budgeted for a pre-opening advertising and public relations campaign.
Channels of distribution
There will be two ways a customer can purchase food. They may sit down at one of the seats and get full service from a waitperson. A separate take-out counter will service those who wish to pick up their food.
Marketing Strategy
Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message.
Print media -- local newspapers, magazines and student publications Broadcast media -- local programming and special interest shows Hotel guides, concierge relations, Chamber of Commerce brochures Direct mail -- subscriber lists, offices for delivery
Operations Plan
Facilities & Offices
Our Point is a 2400 Square foot space. It needs on minor structural modifications. The licenses and codes' issues are all in order. New equipment and dining room furnishings will be purchased and installed by the general contractor.
Hours of Operation The Point will be open for 7 days a week. Business will begin at 11:00 AM and end at 11:00 PM. Business hours: Sunday-Thursday 11 a.m. to 10 p.m. Friday & Saturday 11 a.m. to 11 p.m.
Employees will be trained not only in their specific operational duties but in the philosophy and applications of our concept. They will receive extensive information from the chef and be kept informed of the latest information on healthy eating.
Food Production
The kitchen will be designed for high standards of sanitary efficiency and cleaned daily. Food will be made mostly to order and stored in large coolers in the basement.
FINANCIAL PLAN
REQUIREMENTS
Chicky Point will require Rs.500,000 from investor. Redemption can be done at this time providing a revenue of Rs.1,150,000 (2.3 times investment), equating to a compound annual return of approximately 32%. The end of year-3 is good point for possible expansion of business, as decisions on product expansion into supermarkets will be made at this time.
USE OF FUNDS
Funds will be used to initially finish development of the Chicky point and to establish fit out central premises in Sheikhupura. Site will initially be established in Sheikhupura, following that expansion into other areas will begin. Two adjacent shops will be taken on rent for 15 years. Monthly rent will be 30,000 of both shops. Advance payment for the shops will be Rs.100,000. For decoration of both shops Rs.70,000 will be invested. Rs.150,000 will be invested for purchasing and installment of furniture. KaraKari will cost Rs.20,000. Marketing budget will be Rs.40,000. Inventory will also cost Rs.40,000. Rs.50,000 will be reserved for any other need.
Year1 (Rs)
1,150,000 517500 632,500
Year2
1,300,000 585,000 715,000
Year3
1,500,000 675,000 825,000
345,000
390,000
450,000
Fixed Assets: Plant and Building Less: Depreciation Total Fixed Assets Total Assets Current Liabilities: Accrued liabilities Account payable ` Total Current Liabilities Capital and Liabilities: Paid up capital Retain Earnings Total Liabilities 500000 143000 693,000 500000 250,500 808,000 500000 383,000 949,000 50,000 57,500 66000 30,000 20,000 35,000 22,500 41000 25,000 270,000 27,000 243,000 693,000 310000 31000 279,000 808,000 355000 35,000 320,000 949,000
Working Capital
602,000
681,000
785,000
Tax paid
(230000)
Cash flow from operating activities Cash flow from investing activities Cash in hand Net Cash
authorities to ensure all procedures are followed correctly and ensure that we have a steady supply of product. Because our products are unknown to the general consumer, marketing activities are vitally important. We plan on implementing several marketing strategies as outlined in the marketing section of this business plan. To establish product awareness, we will give-away small samples to encourage first timers to try our products. Although we have quality products, building a loyal customer base will take time. We realize that training and empowerment of our employees will be reflected in their customer service and that word-of-mouth advertising will be paramount to our success. A problem also in food points is finding dependable help who will stay with the business. Many points employees tend to be younger and are attempting to move into a career. Often servers filling the positions are non-skilled. These persons come with specific circumstances which must be accounted for by management.