b plan happy tiffin

7/28/2019 b Plan Happy Tiffin

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RONAK PUROHIT- 4111546

RESHMA REHMAN-

ROHIT JOSHI-3876450

AVNEET KAUR-4115588

Business Plan- Happy TiffinASSIGNMENT-3

VICTORIA UNIVERSITY


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Business Plan- Happy Tiffin

ASSIGNMENT 3 Page 1

Table of ContentsExecutive Summary....2

Mission, Goal & Objective..3

Startup summary..4

Business Detail..5

product & services...5

Organizational Chart..7

Management & ownership8

Why Happy Tiffin...10

Risk Management..13

legal considerations....14

Operations .15

Sustainability plan.16

Strategy18

market research.19

market strategy..22

S.W.O.T......25

The Finance..28

References.32

APPENDIX.34


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ASSIGNMENT 3 Page 2

Executive Summary:

HAPPY TIFFIN is an exciting, new business with a unique approach to helping people enjoy

home cooked meals even if they are away from home. They will have pre-select weekly

changing menu of 12 meals to choose from for lunch and dinner. By focusing on our strategy of

business (healthy, nutritious food) our customers, and their needs in this fast paced life Happy

TIFFIN will increase sales to a point that exceeds $ 9,00,000 in three years.

Happy Tiffin is owned jointly by Ronak Rajpurohit, Rohit Joshi, Reshma Rahman and Avneet

Kaur as a partnership business. Ronak has 5 years experience in food service industry, as he wasworking in the restaurant in Delhi- India. Rohit has 3 years experience in operation Reshma has

4 years experience in sales and Avneet has 4 years experience in marketing. They all grew up

in India. So they know the kinds of food preparation available in there. The demography of our

target customers is 20-40 years of age, who are corporate employees away from home. The main

advantage of our target market is they can taste inexpensive nutritious home cooked food without

the hassle of cleaning. Rohits existing contacts with local social and community groups, and

Ronak's ongoing relationships with food distributors, specialty grocers, and high-end clients will

all help to generate high sales from early in the first year.

The advantage of the target markets is they can enjoy inexpensive healthy meal; price of the

meal would be 70INR for the first year and 75 for the following year. They can save time by not

roaming around to choose a restaurant also they dont need to do any kind of preparation and

clean up. Conveniently they can eat their nutritious meal in their workplace. We will be focusing

on enhancing the repeat customer service business.


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ASSIGNMENT 3 Page 3

Mission:

HAPPY TIFFIN is a specialized business that provides a variety of people with the opportunity

to enjoy nutritious food the way they like. The purpose of this business is to optimize the timeinvestment needed to prepare the quality of meals, within the clients' current schedules, and also

for them to practice the proper health conscious behavior that has become the target lifestyle of a

health deficient society

Goal:

Our goal is to be a self-sustaining company within 3 years from the commencement to begin

expanding our menu offerings within 3 months and able to offer franchisees in 4 years. HAPPY

TIFFIN will employ 4 individuals full time within 3 years, and will hit net profit goals of $3,

20,000 by the end of its second year of existence.

Objective:

We want to develop a sustainable start up business that is possible. For that we need to exceed

our customer expectations in our service and the preparation of food. We also want to increase

the number of our customers by 25% every year through our high quality service. Along with

these goals we want to achieve an after tax net profit of200kby year three and a net income of

more than 20%of sales by the third year.

Focus:

We will be building a high level of customer satisfaction in our service and products, which can

help us to maintain our customer. According to the customer choice, trends and we will be

offering variety of menus. The price would be very competitive. The price that we will choose

will be reasonable for our customers and be adequate for the business to maintain a gross margin

around 25%.once our customer base increase, we will be buying more in bulk through food

service distributors. In that way we can lower our supply cost. We will do an intensive

marketing through our customers (word of mouth), radio advertisement, local area newspapers.


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ASSIGNMENT 3 Page 4

By distributing various flyers and pamphlets, giving advertisement in yellow pages and

registered key word that can lead to our web site

Start-up Summary

The start-up expenses include:

Rent expenses include a deposit and rent for one month Utilities expenses for one month. Insurance deposit and first month. Sales & Marketing expenses including stationery, brochures, outdoor signage. Website development. Office, kitchen supply expenses. Leasehold improvements, including contractors fees and permits. The required start-up assets of$60,000 include: Kitchen Equipment Prep Tables Cooking utensils Various Kitchen Utensils Computer and small business software

Business Details:

Business premises:

The proposed name and trading name of our business is same. We are intending to start our

business in Gurgaon, a suburban city of Delhi- India. Being one of the most important

economic hub and industrialization, Gurgaon has a mixed crowd of people from all over India

The major multinational corporations based in Gurgaon include names like Genpact,American Airlines, Airtel, Bain & Company, American Express, The Coca-Cola Company,

Bank of America, Ericsson, DLF Limited, Hero Honda, EXL, Indigo Airlines, IBM, Microsoft,

Maruti Suzuki, Nokia, Motorola, Sapient, Oracle, Google, Thought Works, Tata Consultancy

Services (TCS), and ZS Associate. First year we will be leasing a 500 Square Meter land or a

factory space where all of operation will be happening. For that, apart from the space we will


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ASSIGNMENT 3 Page 5

make arrangements for water supply and electricity& gas connection as well. As majority of the

corporate companies are running in this area, this will be the hot spot for us as we are mainly

targeting corporate employees.

License & Permits:

Once we finalise the place we will be following up the license and permits for our business. We

will be registering forShops and Establishment license from state government, Signage license

from municipality, Nomination of PFA from Director of Prevention of Food Adulteration in the

state, Health / Trade License from Municipality, NOC from fire department, Environment

clearance from local government,Nominations under PFA Act 1954 section 17(2) and Rule 12 B

of the rule of 1955

Products& Services:

Happy Tiffin services include corporate catering, Birthday specials, Anniversary specials,

Canteen services and catering services. First year we mainly concentrate on corporate

catering; providing lunch and dinner to the employees. We will have a pre-set menu of 12 items

included South Indian, North Indian, Chinese cuisine sandwiches and burgers. The menu will be

changing every 3rd day. According to the business performance we will be moving in to the

other areas of our business.

Product/Service Description Price

Corporate Catering Service Lunch & Dinner Rs 70/- each

Catering Service

Menu and price will fix

according to the clientschoice

Per 100 dishes

and selected menu

Birthday Specials


according to the clients

choice

Minimum 50

dishes and as per

selected item


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ASSIGNMENT 3 Page 6

Anniversary Specials


according to the clients

choice

Minimum 70

dishes

Canteen Services Lunch &Dinner Rs 70/- each

VAT (Value Added Tax) :

According to AP VAT Act, 2005. Section 4(9)(d), Other than Hotels and Star Hotels category iii

( Restaurants, eating places ), responsible for collection of VAT from the customers at the rate of

5% on the value charged in the bills whose turnover during the year is less than Rs. 1.50 crore.

So we will be adding the 5% in the total bill for the customer.

Website:

We are planning to create a web site for our business. And the preferred name is

www.happytiffin.com if that is available. We will be hiring a developer to create the site. The

database interface will let us adjust the schedule and track click/sales ratios, and easily update

menu offerings; it will be having detailed description of all of the planning, shopping, food

preparation and nutrition in the website. Once the website finishes, we will be subcontracting out

the hosting of the site and the technical back-end supporting.
http://www.happytiffin.com/http://www.happytiffin.com/http://www.happytiffin.com/


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ASSIGNMENT 3 Page 7

Organisation chart:

Cherie

Rohit

( O p e r a t i o n M a n a g e r )

Reshma

(Sales Manager)

Avneet

(Marketing Manager)

R o n a k

( D i r e ct o r / F i n a n ce M a n a g e r )

7 Delivery

Boys/Drivers

2 C h e f s 1 Cleaner

Manage the outsource

website developer


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ASSIGNMENT 3 Page 8

Management & ownership

Initially there are four members in the management team. And they are the owners as well.

Ronak Rajpurohit, Rohit Joshi, Resham Rahman and Avneet Kaur. Each has 25% of share. The

owners will be taking care of majority of the part in business during the first year. We will be

making a partnership agreement with the help of our legal advisor. Ronak will be taking care of

finance and as he has 4 years experience in food industry he will be the director. Rohit will

manage operation. Reshma will be handling sales and web site maintenance. Avneet will be

paying attention to marketing and delivery of food. These three people will be directly reporting

to Ronak. We will be hiring Chefs, cleaner and web site designer and delivery boys on a part

time basis. Website development, Accounting and legal services will be out sourced.

Ronak has 5 years experience in food service as he was working with his uncle in the restaurant.

Reshma and Avneet has passion for cooking and have been cooking for the last 10 years for their

family also they both know the flavours of north indian and south indian well as they both come

from different part of India. Rohit was helping his family business in the operation area for the

last 4 years.

The owners will be working in pair in a rotating shift; Rohit and Reshma will be handling the

lunch time including prep work and menu planning. And Avneet and Ronak will be taking careof the dinner time. It will keep rotating on weekly basis.

Ronak and Rohit will be hosting majority of the parties. Ronak and Rohits existing contacts

with local social and community groups, and Ronaks ongoing relationships with food

distributors, specialty grocers, and high-end clients will all help to generate high sales from early

in the first year. We will be keep a track of our cost analysis for the first two year to make sure

all the area in the business is well taken care of and on what area we need assistance/


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ASSIGNMENT 3 Page 9

Key personnel

Current staff

Job Title Name Skills or strengths

Finance Manager Ronak Rajpurohit Master in Accounting and finance.

5 years experience in food industry

Operation Manager Rohit Joshi

Bachelor of business

Administration. 3 years experience

in operation.

Sales Manager Reshma RahmanBachelor of commerce. 4 years

experience sales field.

Marketing Manager Avneet KaurBachelor of commerce. 4 years

experience on marketing.

Required staff

Job Title Quantity Skills necessary

Chef 2 At least 2 years

experience.]

Cleaner 1At least 6 months

experience.

Delivery

boys.Drivers

7

At least 2 years

experience and should

hold valid driving

license.

We will be giving advertisement in the local newspapers and also consider people through our

local contacts. Initial year we will not offer any kind of training programs. To avoid that we will


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ASSIGNMENT 3 Page 10

be recruiting people who has educational qualification and experience in the similar field. We

will be collecting copy of drivers license from our drivers and diploma certificates from our

chefs.

Once the recruitment finishes, we will be documenting responsibilities for each person and copy

will be providing to everyone. More over the Director will be monitoring each of us and will be

providing necessary feedback for everyone.

Why Happy Tiffin

In Gurgaon according to our research, there are many restaurants and fast food joints like

McDonalds, KFC, Pizza Hut, Haldiram's, Bikanerwala, Coriander Leaf, Pind Baluchi, Diya,

Rodeo, Mainland China, China Club, Punjabi by Nature, Zinos, Zaika, and Machan, maal gaadi,

turquoise cottagen Tunday Kababi, pind baloochi. The type of food currently available in the

market are either expensive , junk or unhealthy food. That is why we believe ours are high-end

services. Because the products we deliver are fresh, nutritious, and healthy. To avoid the plastic

containers, we use steel tiffin to distribute food, which is more healthy way and environment

friendly.

Happy Tiffin is going to introduce a variety of food service that can replicate the diverse tastes

and preferences of each customer. Customers can choose from delicious sandwiches, south

Indian, North Indian and Chinese items. Our expert nutritionists and executive chefs will be

dedicated make fresh products and create fresh ideas which will include a lot of new flavours.

Moreover we will offer stickers to customers who want to share portion of their food as part of

charity, they can write a on the sticker and stick it on the tiffin, so when our delivery people go to

collect the tiffins, they will distribute those food to the poor people.

Expectation

For the first year we are anticipating a quantity of 200 orders from a customer in 6 months which

includes the lunch and dinner. As in India, companies run 24 hours in a day by giving rotating


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shifts to employees. So we expect lunch and dinner orders from different individuals. Because

of our main expenses are grocery, costs of sales are based on grocery store prices and our other

expenses including rent and all. We will try to put our price down the lane. For that we will be

finding a supplier who can deliver the fresh products so that we can meet the goal of our

business. In 2014, these prices will be according to the inventory and employee salary.

We believe customer will be considering our services as a necessity in this hectic life style,

where they lack hygiene home style food. Also we will also help them to practice the proper

health conscious behavior that has become the target lifestyle of a health deficient society.

Current year we are anticipating 600 customers. It can increase each year by an additional 50%.

Innovation:

To be excelling in applying new methods and to stand out in the market competition, innovation

is very important in all the areas of business. A great source for promotion in the new business

world is the social media. We will have our own business profile page in Facebook also and will

be doing radio marketing. As everyone is using the same platforms to the same effect, to stand

out from the crowd and to make a greater impact, we have decided to discard the idea of using

plastic containers and use steel tiffins to carry food. It can restore the temperature of the food

also it is very environment friendly as well. More over sometimes we will be providing free

guides on healthy eating and recipe books as well. Based on the success of the business we will

be increasing our menu items. That can help us to increase our clientele from different

background.

Insurance

In restaurant business, there are different types of risks involved which need to be properlyinsured. These risks include any injury caused to the employees of the hotel or any accident

which might take place due to hot liquid or shards of broken glass on the premises. Workers

Compensation insurance will also be provided to employees in accordance to the Workmens

Compensation Act, 1923 which will the employees will be provided insurance against any harm


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or bodily injury sustained during work. Also we will take fire policy andbuilding and assets

policy to avoid the loss due to any hazards.

Other risks might include eruption of fire and the subsequent damage to the property of hotel or

other surrounding businesses. Happy Tiffin will attempt to get its property and kitchen

equipment insured against such accidents by availing a suitable property insurance scheme.

In case of Happy Tiffin, the business model involves providing food to the customers by means

of vehicles including vans, rickshaws and mopeds. In this case, in addition to the insurance of

property and any injury caused to staff during work, it is necessary to get the vehicle insurance,

Fire policy, building and assets.

Risk management

Risk Likelihood Impact Strategy

Operational risks involve

operational risks related to

fire and injury to employees

at the premises

Likely High Happy Tiffin will ensure

that the operational risk

related to fire and injury is

minimized at the premises.

This will be made possibleby emphasizing the need to

keep the premises clean,

educating employees about

using equipment, installing

smoke detectors and

sprinkler system to

minimize damage in case of

fire.

Strategic risks - strategic

risks involve changing of

menu, price fluctuations or

Likely Medium

In order to avoid this risk,

Happy Tiffin will arrange

for gathering and analysis


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quitting of a chef which is

viewed negatively by the

customers

of customer data to

determine which items are

most ordered by the

customers and conducting

informal surveys to know

about customers concerns

related to food quality and

pricing. Before deciding to

open new locations of

Happy Tiffin, a thorough

investigation will be done

related to the affordability,

demographics and

customers preference for

menu before expanding into

other areas.

Economic Risk - economic

risks involve increased

unemployment rate and

high inflation which will

ultimately curb spending of

people on ordering meals.

CPI inflation in India was

9.39% in April while it was

10.39% in March (Reuters,

2013). Unemployment on

the other hand is expected

to reach 9.4% this year

against 9.3% in 2012

Highly likely High

This economic risk can be

managed by offering low

priced food in the menu at

Happy Tiffin.


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(Tejaswi, 2013).

Legal considerations

Happy Tiffin will need to obtain licenses and permits in order to operate its business. In this

case, the authority to contact for such matters is the Food Safety and Standards Authority of

India (fssai). In addition to that, Happy Tiffin will have to follow the Food Safety and Standards

Regulations in 2011 in order to register or obtain license for Happy Tiffin.

Apart from that, Happy Tiffin might be inspected by the Food Safety and Standards Authority of

India for food inspection in order to inspect the quality of food, the type of refrigeration systeminstalled in the kitchen, the cooking equipment and the mode of food disposal at the Happy

Tiffin facility.

The health and safety of Happy Tiffin workers has to be assured at all times. This will include

providing guidance to workers to protect their eyes, face, and hands during work. Central Labour

Institute, Mumbai and National Institute of Occupational Health, Ahmedabad is two main

institutions involved in ensuring the occupational health and safety.

Operations

Production process

Once we receive orders through phone, website, and short message service, the production

process will begin. It will begin with procuring raw material and then transforming it into

different food items on the menu. The chef of Happy Tiffin will be involved in this process.

After cooking, our delivery boys will be collecting the prepared food and it will deliver though

our dedicated vehicles ie: van, rikshaws, mopeds and bicycles at presettled and fix timing. If our

delivery boys cannot enter the office, then we will be placing the individual tiffins at the

reception or another area that is easily accessible to the clients. This makes for very quick

efficient service. The boxes or bags should be visibly marked with the type of food included for

easy identification. We will be collecting the empty tiffins from the companies on a rotating


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shift.ie: Tiffin from lunch will be collecting when we deliver the dinner. And tiffin from the

dinner will be collecting when we deliver the lunch. Our part time cleaner will be cleaning the

tiffins once it back to our premise.

Suppliers

The suppliers of Happy Tiffin will be grocery stores which will supply vegetables, spices and

other edible raw materials. Happy Tiffin will buy in bulk from suppliers in order to maintain

good relationship with them and to avail good credit terms.

Plant & equipment

Equipment Purchase date Purchase

price (AUS)

Running

cost (INR)

Vehicles 22-Jan-2013 12000 1,000/day

Cooking Utensils 5-Jan-2013 20000 -

Stoves 5-Jan-2013 2000 700/day

Computer and software 17-Feb-2013 400 -

Inventory

Inventory item Unit price

(INR)

Quantity in

stock

Total cost

(INR)

Rice (kg) 50 100 5,000

Pasta (kg) 22 10 220

Spices (g) 32 40 1,280

Cooking Oil (litre) 40 65 2,600


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Technology (Software): Happy Tiffin will develop a website which will include a data interface

to adjust the schedule and track click/sales ratios, and easily update menu offerings. The website

will also include detailed description of all of the planning, shopping, food preparation and

nutrition of food items prepared at Happy Tiffin. The websites hosting will be sub-contracted to

outside vendor for technical back-end support.

Trading hours: Happy Tiffin will operate in daytime and will be offering lunch and dinner to

customers which will be delivered to them at 11:30am and 6:30pm every day.

Communication channels: Customers of Happy Tiffin will be able to use phone, e-mail and

short message service to place their orders.

Payment types accepted: The payment methods accepted at Happy Tiffin will be Online

Bank Transfer, One Stop Payment, Credit/Debit Cards, Cash, Cheque, and Sodexo/Ticket Meal

Coupons.

Quality control: Certification will be received from Food Safety and Standards Authority of

India which will guarantee the provision of quality food by Happy Tiffin.

Sustainability plan

Environmental/resource impacts

Every business has its own growing size and importance in the economy and there are always

questions rise about the environmental and resource concerns.

Consumption of Energy: In this business, the most significant uses of energy will be for

cooking (nearly a third of the total), refrigeration and lighting. After cooking, the most

significant uses of energy is for refrigeration (over half the total).

Generating Solid Waste: The business operation generates two main categories of solid waste

i.e. food waste and packaging materials.


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Air Pollution: The business operations of Happy Tiffin are not generally a significant source of

air pollution.

Water Pollution and Water Waste: This business might include increased level of water

pollution. Also plenty of water will used in cooking, cleaning and other operations which can

cause brutal use of natural resource. And on other hand many poor people across India are facing

severe shortage of water.

Food borne Diseases: The production or processing of food can cause food borne illnesses

which can risk human life therefore many safety measure should be taken to avoid greatest loss

(Davies & Konisky, 2000).

Community impact & Engagement

There are many ways we can make a difference from using less water in our manufacturing to

reducing product packaging to producing less waste.

Through relationships with stakeholders (suppliers and customer) using knowledge mobilization

to raise awareness and understanding can bring positive change within society and fulfill our

social responsibility (Read, 2012).

Risks/constraints

The major risks to this business are:

Innovate in cooking, packaging, and good hygiene to reach markets effectively.

Consistent delivery of fresh, reliable and high quality product in accordance to customer choiceand preference.

Achieving and maintaining full compliance of safety standards for food, environment, andworker safety.

Customer satisfaction matching with cost (Industry Directions, 2000).


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Strategies

The business of selling foods is no longer just about the product. It is now about how to leverage

flagship products into full-service niche leadership. To be a category market leader today, it

should compete on brand innovation, customer solutions, and more market penetration (Industry

Directions, 2000).

Minimizing the risk of idle operations and ensuring the improvements in process efficiencies will

leads to growth at Happy Tiffin. For customer, the food must always be safe, fresh, and available

and effective constant measures should be taken to ensure quality with superior on-time delivery

performance at the lowest possible cost (Industry Directions, 2000).

Action plan

Environmental management initiatives should be taken to improve the environmental concerns

related to the business and also improving risk management, enhancing quality, increasing

innovation and new product development and strengthening brand image (Davies & M. Konisky,

2000).

Sustainability Mile stone Target Period to

achieve

Low consumption of energy: By using energy for

heating and increase efficiency cooking40% less

4-6 months

Generating Solid Waste: Reduce solid waste

generation by using recycle packing.60% 2-4 months

Water Pollution: Reducing water pollution by

using filters.

60-70% 4-6 month

Water emission: Reduce water usage by

increasing efficiency60-70% 4-6 months

Market research


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We used questionnaire to analyze market, we did research by interviewing 20 people working in

different corporates in Gurgaon.

NAME QUALITY VALUE

FOR

MONEY

SERVICE MENU

SELECTION

PORTION

SIZE

MENU

SELECTION

MENU

VARIETY

Rajiv

Sharma

and Sonia

Malik

FAIR GOOD AWFUL POOR FAIR FAIR NA

Tushar

padalkar

and

Shalini

Grover

GOOD FAIR GOOD GOOD AWFUL GOOD GOOD

Rosy

marry and

Gaurav

Malhotra

FAIR FAIR GOOD FAIR GOOD FAIR AWFUL

NeerjaChawla

and

shagun

sood

FAIR FAIR FAIR AWFUL FAIR GOOD FAIR

Gushlan

madan

and

Ramkrish

an tandon

GOOD FAIR FAIR FAIR GOOD FAIR GOOD

Rahul

Tomar

and Ha

GOOD FAIR FAIR GOOD FAIR GOOD FAIR


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Dhiyanes

waran

Harsh

Aggarwal

and anil

Goel

GOOD GOOD GOOD FAIR GOOD FAIR GOOD

Nitin

bhaskar

and Jai

Aggarwal

GOOD GOOD GOOD GOOD FAIR GOOD FAIR

We did telephonic interview to all the above people working in different cooperate companies

such as Wipro Eco Energy,Genuine copier venturepvt ltd, India times, Panche Global,Web

Decorum etc in Gurgaon, with annual package of 6 lakh-8 lakh depending upon there

designations and work profile.

The result of our market research was we found that all the employee are facing problem in

getting good and healthy meals, as they are not able to have perfect meal sometimes its too

spicy, pathetic taste, not in good quality, even many times not enough ie less in quantity. Duringresearch we came across people who are ready to pay more then what they are paying if its

worth it.

TARGET MARKET

Our product and services is to meet our customers needs and desires. We provide fresh, healthy,

nutrition, homemade food prepared in our in house kitchen in hygienic environment, which is

delivered to your door steps totally free with optional menu we also provide tea time snacks and

have arrangement to provide snacks for meeting or small gatherings at very economical prices,

these all makes it unique and different from others. We will be serving people who are staying

away from their home due to their work, to hosteller studies, working women. We target to age

group 20-40 males and females working in corporates having yearly package around 7 to 8 lakh,


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as many of them are single working in day or night shifts are in habit of buying readymade food

instead of preparing it at home

In The initial of our business we assume 100 meals per month per person ie two meals per day.

There by every month we target to have about 10,000 meals and yearly we target to achieve 1,20,000 meals.

According to the (census of India in 2001), the population increase was about 44.15 percent as

compared to 1991. In 2011, Gurgaon had population of 1,514,085 of which male and female

were 817,274 and 696,811 respectively. In 2001 census, Gurgaon had a population of 870,539 of

which males were 470,504 and remaining 400,035 were females. As per 2001 there was 73.93 %

of population change recorded.

There are more than 60,000 multinational companies in Gurgaon and are growing every year.

Many new food entrepreneurs entering in the market, they are using internet to take orders and

offering healthy and tasty tiffins to customers.

During our survey we interviewed people working in Gurgaon, relaying on that about 80% of

them have meals from pizza hut, KFC, local dhabas but they miss homemade food, as they know

the food they are eating is not having proper nutrition and its not healthy, considering all above

we offered our tiffins service its completely homemade food, healthy, fresh, hygienically

prepared, full of nutritions and above all we free delivery to your door steps. As we are

preparing food in our in house kitchen and provide fresh homemade food as compare to others in

the market which definitely will rocket our growth and will be able to bring our tiffin service to

pinnacle.

As an entrepreneur we understand that finding the "white spaces" and driving innovation to

identify and fill unmet needs and capitalize on new markets is the key to growing faster than the

market and enjoying superior margins. We goal to meet and wants of our customers and deliver

the desired satisfaction more effectively and efficiently than competitors do.

The economy of Gurgaon is affected by its outsourcing and off shoring services that contribute

the most towards. Professionals from all across India come to Gurgaon in search of jobs and

livelihood. To reach the zenith in sales we targeted the hub of cooperates ie Gurgaon, private


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offices , banks, government departments as their we have people staying away from home due to

jobs or higher education and in most of the families both husband and wife are working.

The total current population of Gurgaon is 17, 43,209, where the ration of male: female is 8,

17,274:6, 96,811 respectively. We target age group of 20-40 years, they are from high statusfamilies well educated almost 90% of them are MBA or Engineers. The literacy rate is about

84.4% of people living in Gurgaon and Delhi. The attitudes towards the market is if its worth

they dont mind spending 5/7rs extra or more.(census 2011)

MARKETING STRATEGIES:

To drive our business to your door we will be opting multitude of ways:

Networking:-We will meet HR persons in corporate offices to cultivate relationship, provide

them free samples of our food to taste and give referrals to other members.

Referrals:-We will ask for the referrals from our satisfied customers, we will tell them about

ideal customers is and ask for their help in expanding our customers.

Newsletters:-Through newsletters we will be able to keep our business name in front of our

customers and prospects in which we will information about our products and services.

Offer a guarantee:-We offer 101% guarantee that our products and services will satisfy your

needs and desires, first come and taste if you like it then go for it. We even have open access to

our in house kitchen if you have any concerns regarding hygiene and quality.

Advertising:-we will have our own website, will provide ads in magazine, newspapers, air on

FM at least twice, contact our local cables to give commercials of our products.

There are many other ways to market our product and generate business but initially we opted

these as they low cost options and provide good start for our business.


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Customer management:

From our marketing database our goal is to keep customers participating in our products and

services for a life time for this we need to follow system of fish which means first in still here.

Our first step will begin with acquisition by finding our first time buyers and converting them to

be regular customers following to this our next step is migration ie they will praise our product

and refer customers to us. To keep our customers coming back we will have unbeatable products

and services, we will provide discounts, gifts and even some complimentary food item on special

occasions. We would develop trust if customers trust you they will surely come back to you, by

showing appreciation to every customers by sending congratulation or birthday cards from the

company, by knowing our regular and best customers more over treat them the best of all, in

todays high speed world we try to keep it simple than our competitors to buy our products. By

finding what our customers want, when, listening to their complaints and try to provide on time.

We provide customers services so that we can know the quality of service they expect and

provide avenues for customers feedback so that we can provide improved products and services.

Customer Demographic Profile:

The people looking for a satisfying, affordable, and hygienic homemade lunch or dinner.

Age: 20 40

Gender: Men and Women

Locations: Gurgaon (NCR)

Income Level: Rs.600,000 (AUD) per year, or approximately Rs.50,000 (AUD 600) per month

or more


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Occupations: Professional (bank or Corporation), Students

Sales & marketing objectives

Avneet kaur and Reshma, both will be working as a sales and marketing objectives, we decided

to go with smart approach which means setting specific, measurable, achievable, realistic and

time specific objective.

Specific:-We will target to understand what our customers preferences and calculate our

maximum sales volume.

Measurable:-our current target is to have 50 meals per day but by the end of the year we target

to have more than 500 meals per day.

Achievable:-In The intimal stage we targeted only 50 meals per day which is quite small amount

as compare to the market in which we are going to start out business, so starting from small

number will be easy to maintain our finances and achieve our targets with no compromises in

quality.

Realistic:-We have sufficient employees and resources to meet the set objective in the starting

later with expansion we will hire people according to our requirements. The objective is realistic

as the market is easy to access.

Time specific:-We targeted to achieve 100meals per day and by the end of year around 500

meals per person; a regular update will be measured on monthly basis to track our progress.

Unique selling position

We are better than others in same business as we provide homemade, fresh, healthy, hygienic

food above that we have lowest price, free delivery to your door step and variety of menu. Our


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product will surely succeed in the market as we provide fresh and homemade style food with no

quality compromise.

Sales & distribution channels

Channel type Products/services Percentage of

sales (%)

Advantages

Internet Meals for lunch and dinner. 70 % These are easy,

convenient and fastto use in a hectic

schedule.

Door step delivery

Shop front Snacks for small gatherings

Telephone

S.W.O.T. analysis

Strengths Weaknesses

Reputation in Marketplace. Homemade food Enriched with nutritions Fresh and healthy High supply radius In House kitchen

Fragmented market Scattered Players Largely unorganized segment Lack of awareness amongconsumers

OPPORTUNITIES THREATS

Well established position witha well-defined market niche.

Increase number of working

Difficulty convincing cost-conscious consumers to spend on

quality in home catered meal.


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couples who dont have time to cook

meal.

Growing interest in healthy,organic ingredients.

Growing number of consumersopting to eat in.

Growing demand for highquality takeaway food.

Increased demand for businesscatered.

Acceptance of the internet as amarketing and customer service

medium.

Growing cost of employeebenefits which contributes to increased

product prices.

Competition from restaurantsoffering home or business.

Indirect competition fromexpanded takeout sections at local

grocery shop.

Competitors:

We rate our business many time better than anybody in the same business as many of them are

providing fast-food which is frozen and not good for health, In our research survey we found

people are not happy and satisfied with the type of food/meals they are having. On all when we

proposed our product in front of them we got good respond and even there was a good number of

people who were interested in switching from their routine meals to homemade meals provided

by our tiffin service

We can improve our business by providing better service to customers which can easily attained

by building up relationship, be polite, respond to customers complaints quickly and calmly, even

by providing faster delivery, favorable opening hours, online ordering, our website is more

simpler and quicker, government approved licensed, having variety of meals


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Competitor details

Competitor Established date NO. Of

Branch

Market share

(%)

Value to customers

Pizza hut 1958 480+ 35% They serve the bestquality of food and

dining experience with

full nutritional

McDonalds 1996 250+ 40% They provide high

quality products, served

quickly with a smile, in

a clean and pleasant

environment at an

affordable price.

Dominos 1995 500+ 25% To bring fun, happiness

and convenience to

lives within 30 minutes

to door steps.


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The Finance

Key objective and financial review

Objective: - The main objective is to maintain triple A credit and to manage low level of debts.

Capital required:

Total budget is $60,000, remaining $3,630 we will keep as safety budget for uneven expenses.

We have four team members each would be donating $15000 each as personal fund. This will

charge us no interest rate.

ASSUMPTIONS:

The below mention financial tables are based on some set of assumptions:

1. Due to the fluctuation of international currency we have keep 50 INR is equal to $1 AUS.2. Some of the adjustments are seasonal.3. Price is based on Indian market and is kept as average possible price.


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Startup cost Table:-

START-UP COSTS Cost ($)Reg strat ons

Business name

Licences $100Permits $150

Domain names $300

Tra e mar s esigns patents $500

vehicle $12,000

More

Membership fees

Accountant fees $500

Rental lease cost (Rent advance/deposit) $2,000

Utility connections & bonds (Electricity, gas, water) $300

Phone connection $10

Internet connection $10Computer an so tware $400

Wages $2,000

Stoc raw materia s $10,000

Insurance $1,500

Bui ing & contents $1,000

Business assets $25,000

Business revenue

Printing

Stationery & o ice supp ies $100

Mar eting & a vertising $1,000

More

Total start-up costs $56,870


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In profit and loss which is supported by cash flow forecast , we would be having certain

expenses like wages , inventory, cleaning and other operating overheads. We have obtain the

above data personal industry experience and charges from a friend Tarun Jain, who is working as

manager in Gordhan Caterers, India. (+919537633316- contact number). Charges are as per

number of meals.

Monthly Meals* customers *per dish price.

PROFIT & LOSS FORECAST [Year 1] [Year 2] [Year 3]Sales 1,96,000 $696,000 $936,000

less cost of goods sold

More

Year 1 Year 2 Year 2

Gross profit/net sales $0 $696,000 $936,000

Expenses

Accountant fees $500 $1,000 $1,100

Advertising & marketing $2,500 $2,750 $3,600

Motor vehicle expenses $10,600 $15,100 $17,880

other occupancy cost $17,115 $23,435 $27,300

inventory $88,000 $225,000 $331,000

Insurance $4,200 $4,900 $5,400

Income tax $122,061 $161,984

website $300 $400 $450

Wages (including PAYG) $32,860 $52,600 $61,700More $3,548 $4,632 $1,620

Total expenses $159,623 $451,878 $612,034

NET PROFIT -$159,623 $244,122 $323,966


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BALANCE SHEET FORECAST [Year 1] [Year 2] [Year 3]Current assets

Cash $3,000 $244,122 $323,966

Petty cas $630 $0

Inventory $10,000 $13,000 $26,000

F xe assets $25,000 $20,000 $30,000Lease o $1,000 $1,100 $1,200

Renovations improvements $1,000 $2,000

Furniture & itout $1,000

Ve ic es $12,000 $10,800 $14,800

Equipment too s

Computer equipment $400 $300

More

Total assets $52,030 $291,322 $397,966

Current s ort-term a t es

Income tax $0 $122,061 $161,984assets purc ase expense $10,000

Long-term a t es

vehicle purchase on loan $4,000

More

Total liabilities $0 $122,061 $175,984

NET SSETS 52,030 169,261 221,982

For the first year after deducting all expenses and the amount of investment done we make very

less profit. as per the income tax rule in India basic income should be 4,000 a year to pay income

tax (2,00,00 INR), As we are four partners and the amount of profit we make is very low for the

first year, therefore we wont be paying tax for the first year and for the 2nd year and third year

we would be paying 30% of tax.


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the National Student Food Charter. Food Security , 1-11.

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Tejaswi, M. J., 2013. Unemployment rate in India to go up: Kelly Services, The Times of India.

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[Accessed 02 June 2013].

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Cesus, (2011).Analysis 225 district gurgaon/ analysis-

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About Us :: McDonalds India. 2013.About Us :: McDonalds India

. [ONLINE] Availableat:http://www.mcdonaldsindia.com/aboutus.html. [Accessed 02 June 2013].
http://www.prehall.com/marketing/armstrong/3818701p1-33.pdfhttp://www.prehall.com/marketing/armstrong/3818701p1-33.pdfhttp://www.prehall.com/marketing/armstrong/3818701p1-33.pdfhttp://www.ibef.org/download/PizzaHut.pdfhttp://www.ibef.org/download/PizzaHut.pdfhttp://www.ibef.org/download/PizzaHut.pdfhttp://www.studymode.com/essays/Kfc-Swot-Analysis-193361.htmlhttp://www.studymode.com/essays/Kfc-Swot-Analysis-193361.htmlhttp://www.studymode.com/essays/Kfc-Swot-Analysis-193361.htmlhttp://www.studymode.com/essays/Kfc-Swot-Analysis-193361.htmlhttp://www.mcdonaldsindia.com/aboutus.htmlhttp://www.mcdonaldsindia.com/aboutus.htmlhttp://www.mcdonaldsindia.com/aboutus.htmlhttp://www.mcdonaldsindia.com/aboutus.htmlhttp://www.studymode.com/essays/Kfc-Swot-Analysis-193361.htmlhttp://www.studymode.com/essays/Kfc-Swot-Analysis-193361.htmlhttp://www.ibef.org/download/PizzaHut.pdfhttp://www.prehall.com/marketing/armstrong/3818701p1-33.pdf


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APPENDIX:-

Cash outInventory (Stock)

Stock purchases 3,000 4,000 5,000 6,000 7,000 8,000 9,00

Other Cost of Goods

Total Cost of Goods $0 $3,000 $4,000 $5,000 $6,000 $7,000 $8,000 $9,00

General & Administrative

Accounting/Legal/Consultant fees 500

Office Supplies 30 30 30 30 30 30 30 3

License fees

Business insurance 1,500

Etc.

Total General &Administrative

$30 $2,030 $30 $30 $30 $30 $30 $3

Marketing & Promotional

Advertising

Promotion - General 1,000 500

Promotion - Other

Total Marketing &

Promotional

$0 $1,000 $0 $0 $500 $0 $0 $

Operating Expenses

Newspapers & magazines 4 4 4 4 4 4 4

Laundry/dry cleaning 30 30 30 30 30 30 30 3

Cleaning & cleaning products 40 40 40 40 40 40 40 4

Equipment hire

Etc.

Total Operating Expenses $74 $74 $74 $74 $74 $74 $74 $7

Motor Vehicle Expenses

Fuel 500 500 500 500 500 500 500 50

Vehicle service costs 150 150 15

Tyres & other replacement costs 1,500


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Insurance 2,000

Total Motor VehicleExpenses

$500 $2,650 $2,000 $500 $650 $500 $500 $65

Website Expenses

Domain name registration

Hosting expenses 300

etc

Total Website Expenses $0 $300 $0 $0 $0 $0 $0 $

Employment Expenses

Permanent

Salaries/Wages 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,50

PAYE

Other - Employee Benefits 30 30 30 30 30 30 30 3

work cover insurance 700

Recruitment costs

Total Perm. Employ Exp $2,530 $3,230 $2,530 $2,530 $2,530 $2,530 $2,530 $2,53

Occupancy Costs

Electricity/Gas 150 175 200 225 250 275 300 32

Telephones 40 40 40 40 40 40 40 4

Rent 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,00

Repair & maintenance

Waste removal 30 30 30 30 30 30 30 3

Water 70 70 70 70 70 70 70 7

Etc.

Total Occupancy Costs $1,290 $1,315 $1,340 $1,365 $1,390 $1,415 $1,440 $1,46


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2ND YEAR

Total monthly cash in $0 $0 $0 $0 $0 $0 $0 $

Cash out (record when actually paid)

Inventory (Stock)

Stock purchases13,000 14,000 15,000 16,000 17,000 18,000 19,000 20,000

Other Cost of Goods

Total Cost of Goods$13,000 $14,000 $15,000 $16,000 $17,000 $18,000 $19,000 $20,000


Credit card commission

Accounting/Legal/Consultant

fees 1,000

Office Supplies 32 32 32 32 32 32 32 32



$32 $2,732 $32 $32 $32 $32 $32 $3


Promotion - General 1,100 550

Promotion - OtherTotal Marketing &Promotional

$0 $1,100 $0 $0 $550 $0 $0 $

Operating Expenses

Newspapers & magazines 5 5 5 5 5 5 5 5


Cleaning & cleaning products42 42 42 42 42 42 42 42

Equipment hire

Etc.

Total Operating Expenses$79 $79 $79 $79 $79 $79 $79 $79


Fuel800 800 800 800 800 800 800 800

Vehicle service costs200 200 200


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Tyres & other replacement

costs 2,000

Insurance2,200


$800 $3,200 $2,800 $800 $1,000 $800 $800 $1,00

Website Expenses

Hosting expenses400

Total Website Expenses$0 $400 $0 $0 $0 $0 $0 $

Employment Expenses

Permanent

Salaries/Wages4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000

work insurance

1,000Other - Employee Benefits

50 50 50 50 50 50 50 50

Total Perm. Employ Exp$4,050 $5,050 $4,050 $4,050 $4,050 $4,050 $4,050 $4,050

Occupancy Costs

Electricity/Gas 350 350 400 400 450 475 500 550

Telephones 50 50 50 50 50 50 50 50

Rent 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100


Waste removal 35 35 35 35 35 35 35 35

Water70 100 130 160 200 230 260 300

Etc.

Total Occupancy Costs$1,605 $1,635 $1,715 $1,745 $1,835 $1,890 $1,945 $2,035


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3RD YEAR

Cash out

Inventory (Stock)

Stock purchases27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000

Other Cost of Goods $4,00

Total Cost of Goods$27,000 $27,000 $27,000 $27,000 $27,000 $27,000 $27,000 $31,000


Accounting/Legal/Consultant

fees 1,100

Office Supplies 33 33 33 33 33 33 33 33


Etc.


$33 $3,133 $33 $33 $33 $33 $33 $3


Advertising

Promotion - General 1,300 1,000

Promotion - Other

Etc.

Total Marketing &Promotional

$0 $1,300 $0 $0 $1,000 $0 $0 $

Operating Expenses

Newspapers & magazines 5 5 5 5 5 5 5 5


Cleaning & cleaning products45 45 45 45 45 45 45 45

Sundry supplies

Equipment hire

Etc.

Total Operating Expenses$85 $85 $85 $85 $85 $85 $85 $8


Fuel1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000


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Vehicle service costs220 220 22

Tyres & other replacement

costs 2,200

Insurance2,300

Registrations


$1,000 $3,520 $3,200 $1,000 $1,220 $1,000 $1,000 $1,220

Website Expenses

Domain name registration

Hosting expenses450

etc

Total Website Expenses

$0 $450 $0 $0 $0 $0 $0 $

Employment Expenses

Permanent

Salaries/Wages5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000

PAYE

Other - Employee Benefits50 50 50 50 50 50 50 50

work insurance1,100

Total Perm. Employ Exp$5,050 $6,150 $5,050 $5,050 $5,050 $5,050 $5,050 $5,050

Occupancy Costs

Electricity/Gas 700 700 700 700 700 700 700 700

Telephones 40 40 40 40 40 40 40 40

Rent 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000


Waste removal 30 30 30 30 30 30 30 30

Water500 500 500 500 500 500 500 500

Etc.

Total Occupancy Costs$2,270 $2,270 $2,270 $2,270 $2,270 $2,270 $2,270 $2,270

b plan happy tiffin

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