CONSULTING PROPOSAL FOR NEW BUSINESS DEVELOPMENT MODEL IN INDIAN CUISINE @THE DECK 14 February, 2007 Mr. A.K.

JAIN (CEO) Indian Cuisine @The Deck, 3 Science Drive 2, Singapore-117543 Dear Mr. A.K. JAIN, The following proposal outlines the purpose and objectives of the TEN Consulting Team for the strategy analysis and development for the Deck ltd. We have included a proposed schedule and budget. The proposal is subject to your approval, and may be amended if necessary .Upon your approval, please sign the attached letter of acceptance and return it by April 29 2012 to: Mr. S. DEY , [TEN Consulting]Information Systems Department . You have any questions concerning the proposal, please contact the team through(+91) 9750052323 (Mahesh Ramasay ), or (+91) 9791403489 (Deepa Ramanathan). We look forward to working with you and the other members of your company on this project. Sinerely . Deepa Ramnathan

.. Mahesh Ramasay

BACKGROUND Indian Cuisine@The Deck is an Indian Cuisine stall in arts canteen of the NUS campus Singapore , aka The Deck. The business was started in Year 2003 in The Deck to provide authentic Indian food for NUS students and staff. The owner and chef of the stall is Mr Bala, who has a total of 14 years of experience in hotel/food industry and 4 years of specialization in Indian Cuisine. Mr. Bala takes charge and ownership of 2 canteen stalls in 2 different institutions .Indian Cuisine @ The Deck aims to provide for its customers the most popular range of Indian food in Singapore, which includes paratha , murtabak, and other familiar Indian dishes to the locals. The products are priced affordably to the students, and their quality is satisfying to the customers. The stall itself is also well situated in the busiest canteen of NUS. Being the only Indian food stall in the Deck, Indian Cuisine @ The Deck receives no competition from the same genre within the vicinity. The operating style of Indian Cuisine @ The Deck is plain traditional. It is staffed by Mr Bala himself and 2 other family members as helpers. Generally, the daily operations include only cooking, cashiering, serving and food preparation. Mr Bala assumes responsibility of the more technically involved cooking such as prata and murtabak making, and his helpers would serve the rest such as the orders for noodle and rice. Food preparation would be handled by every staff as it i s n o t c o n c u r r e n t w i t h t h e r e s t o f t h e tasks. Besides the daily routines, Mr Bala takes full responsibility of the management of supply chain, logistic and accounting.

PURPOSE Indian Cuisine @ The Deck is aspired to expand its operation and generate more revenue. It has seen the emergence of a supper crowd, and the growth of a health-conscious segment amongst the student and staff population. It has also observed that amongst the range of offered product, prata a n d murtabak have far greater demand and potential for revenue m a k i n g t h a n t h e r e s t . T o capitalize in these new opportunities, Indian Cuisine @ The Deck need to device new strategies to fulfill its unrealized potential and to attract these new customer groups to suffice the goal of expansion.H o w e v e r , I n d i a n C u i s i n e @ T h e D e c k c u r r e n t l y l a c k s k n o w l e d g e , t h e r e s o u r c e s a n d t h e organizational structure to support any plan that exploits the above opportunities. As such, the business requested for a consultation service to help Indian Cuisine @ The Deck creates a platform to take advantage of its underutilized strength, expand his business and attract new customers. This would include the creation of a new business model, the invention of new values for the customers and a marked improvement in organizational efficiency. The scope of the requested consultation service can be summarized by the following: 1. Identify the targeted customers, analyze their needs and design the strategies which generate values that match their expectations. 2. Develop a new system of operation in order to achieve greater economical values and gain higher level of customer satisfaction. At the end of the consultation project, Indian Cuisine @ The Deck would be able to embark on its expansion campaign.

BENEFITS At the end of the consultation project, Indian Cuisine @ The Deck could materialize the following benefits:1. Ability to take full advantage of its current strength This includes the building of strategy and operation mode around profitable products. The
benefit is in 2-folds: first, the maximization of profit from profitable products; second, the minimization of cost from less gainful products.

2. Marked expansion of customer base With the attraction of new customers and the more frequent spending from the existing
customers, Indian Cuisine @ The Deck develops a larger market share in its current market environment.

3. Rationalized business system Business processes would be streamlined and run in a systematic manner to optimize
efficiency and cost-effectiveness. In this mode, Indian Cuisine @ The Deck could cultivate a unique competitive advantage in the current and future competing environment.

4. Clear outlook, position and strategy Indian Cuisine @ The Deck could gain acomprehensible view of the environment, its own
position and the business strategy it employs.

5. Platform for future expansion Given the new abilities and a sound business. KEY DELIVERABLES: At the end of the consultation project, Indian Cuisine @ The Deck will receive the key deliverables as the following:

1.Final Report
This report consists of the following list of key components: a. Market Analysis Report this report will illustrate the findings in the market research and analysis phase. b. Business Design Report this report will summarize the objectives, the research findings of business model and the final design of the business system for India Cuisine @ The Deck. c. Product Design Report this report will elaborate the final design of the new product based on the research and the focus of Indian Cuisine @ The Deck.

2.Formal Presentation
the final presentation will focus on the recommendation of TEN Consulting, the research outcome that leads to it and the evidence that supports it.

BUDGET Cost per day

Business analyst Project manager Testers PA $750 $650 $650 $250

Workload
3 days 3 days 10 days 3 days

Total
$2250 $1950 $6500 $750 $11450

ITEM
Project management Ongoing consultancy with client

TIME
.5 days 1.5 days

COST
$300.00 $900.00

Workshop
Preparation for workshop Workshop 1 day 2 days $600.00 $1,200.00

Market entry plan

Define and develop market strategy 3 days $1,800.00

Develop market entry plan

4 days 12 days

$2,400.00 $7,200.00

Total

RESPONSIBILITIES:The Prospects Responsibilities:1. Information Provision and collaboration

a. Prospect would be required to respond to requests for information, approval of decisions and authorization of actions required for the purpose of consulting services within 5 working days. b. The Prospects representative would have to be available to meet with the consultants at least once a week unless there are extraordinary circumstances.

2. Providing Expertise
It would be required for the prospect to aid in the preparation of food for the purpose of market testing and in the creation of new recipes as required.

3.Reimbursement of expenses
this refers to the prompt reimbursement used by the consultants for expenses incurred in the course of performing consultation service.

The Consultants Responsibilities : 1. Communication

TEN Consulting should communicate regularly the project progress to the Indian Cuisine @ The Deck through weekly status reports.

2. Objective obligation
TEN Consulting is to fully commit itself to fulfill all obligations described in this document within the stated deadlines.

3. Deliverables
All deliverables are to be sent to the Indian Cuisine @ The Deck for review at least 2 working days before each stated deadline

A MANAGEMENT CONSULTING PROPOSAL Subject Name :- MANAGEMENT IN ACTION

TEAM MEMBERS ANKITA DAS GOBIN SHARMA DEBANJAN LAHIRI RAHUL SOLANKI SILADITYA MUKHERJEE DEEPA BAIDYA SUMIT SHARMA FATIMA KHAN SUSHMITA GHOSH JAY MUKHERJEE

PLAN OF ACTION PHASE 1

PRIMARY AND SECONDARY MARKET RESEARCH

PHASE 2

MARKETING STRATEGY DEVELOPMENT

PHASE 3

ANALYSIS AND DEVELOPMENT OF PROPOSED IDEAS

PHASE 4

FINAL REPORT AND PRESENTATION