Homeland is a proposed business that aims to provide healthy homemade meals and snacks to students and young professionals in the United States. The business plans to offer various products like meal plans, grab-and-go options, and catering. It analyzes competitors and identifies advantages like lower prices, better quality and taste. The document outlines Homeland's marketing strategies, capital requirements, revenue projections, and risks to the business. The founder believes Homeland can become profitable within 4 years by targeting the large Indian and Chinese population in the US, especially students.

1. a chain that ties you to your country...
no more un-healthy eating habits
HOMELAND
My dream Project... which is... A desire of millions
an idea that bring smiles to many...
HOMELAND ©2!8 Aayuquot; Agarwal
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2. Products & Services
• Meal Plans
Fixed meals for Students
• Grab & Go
Breakfast, Snacks for Working people
• Ready-to-Eat Packets
House-holds
• Special Occasion Products
Traditional Delights
• Catering
Party orders
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3. Competitors
Homeland
Competitors Drawbacks Benefits
Poor area coverage
Through out target population
Local mess/Tiffin services Poor quality
Variety
e.g Tiffin Wallah etc Inconsistent
Best Quality
Monotonous
Reliability
Very limited in number
Indian and Chinese Restaurants Un-healthy
Healthy Home-made
Expensive
e.g. Xing Ho, Delhi Darbar etc. Cheap
Not feasible on regular basis
Better availability
Not easily accessible
Poor taste Great taste
Ready-to-eat packets producers
Un-healthy Healthy
e.g Swad, MTR, Ashoka etc.
Monotonous taste Better distribution chain
Poor availability
Catering Service
Filthy expensive Pretty cheap
e.g. Punjab da Dhabba, Taj of
Punjab etc.
Traditional Grocery Stores
Limited Services Home Delivery
e.g. Patel Brothers, Apna Bazar Out of reach of majority Easily reached by majority
etc
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4. Cost Benefit Analysis
Participant Benefits Cost
Cheaper food supply Uncertainty about reliability
User Quality not compromised Taste variation
Easy availability
New opportunities Cost of staffing
Deployers Monopoly as it is one of its kind Uncertainty about product's demand
Full flexibility Uncertainty about the company
High cost initially
Easy to establish
Manufactures Quality control
Taken care by native people
Limit in the target cost price
Cost effective solution New rules to be formed
Government More tax Take care of the quality
Larger volumes of sales Time to establish a Goodwill
Company Financially attractive Gaining trust from people
Good pay per job Workshops to be held
Employees Flexibility of working hours Special training
Less over-work System adjustment
Good returns Trust in the project
Investors Low investments New to the market
No guarantees
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5. Perfect Customer
Factors
• Age - Students are the main market. So the targeted age group is 18 to 24 years. Apart from
these, young professionals in the age range of 24-28 years old.
• Country/Origin - Indians and Chinese as HOMELAND provides traditional home food.
• Need or Want - We provide food which is obviously the biggest need of mankind.
• Education - The project as such has nothing to do with the education. But in another way,
its target are the students. So basically it requires a location where there are maximum students
and universities.
• Ease of Use - In this context ease of use can be defined as ease of availability of the food
services at the door steps if possible or at least within there near reach.
• Priority or Style - Food is definitely the first priority and everything else comes after this.
Hence to conclude, the products and services offered by HOMELAND are universal used by all.
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6. Market Size
• 83,833 Indian students traveled to the US in 2007 for higher education studies and China was second with
67,723.
• 2 million strong Indian community in United States is one of the most educated and wealthiest
The nearly
Nearly 39 % being US citizens. Highest number of PhD are held by Indian, largest real estate asset
group.
among immigrants, most enterprising, most politically active etc. No wonder they are called Model Minority.
• The number of international students in the United States grew from about 34,000 in the 1954-55 academic
600,000
year to nearly today. Out of these, 83% are from India and China alone.
• 4.5 million
The Indian population in the US is undergoing an extraordinary surge and is likely to reach the
mark by 2010.
• 14-22 %
There is a growth of every year in the people coming for studies in the USA from India alone.
Summarize,
To
Students = 0.6 million
Indian and Chinese Population = over 8 million people
If I target just 20% of the available market,
Students = 0.12 million
Others = 1.6 million
Total = 1.72 million people
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7. Development Milestones
• with contacting the supermarkets which are specialized in Indian and Chinese food like
“Start-up”
Apna Bazar, Patel Brothers etc.Reason- they have taken years to build this name and we can use it for a
bounce start to our products.
• It includes expanding the management team, training them and introducing new
“Initial Growth”
products. Contacting the native people in the populated localities to act as the manufacturing unit for
the respective students in the area.
• Extend coverage and area of expansion. Motivation in employees and feeling of self-
“Rapid Growth”
improvement.
• Re-inventing the strategies and maintaining the
“Sustainability and Continuos Growth”
pace. Focusing on the Sales & Promotions.
• Keeping a watch at the activities of the competitors is one of
“Reviewing the Competitors”
the most important part of a successful strategy.
• All these stages are accompanied by intense marketing and
“Never looking back after that”
distribution strategies as it forms the heart of the business.
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8. Capital Requirement
First Financial Year Second Financial Year
Capital Contribution $550,000 $800,000
A higher Capital is required in the Second year due to Development & Expansion
in every department.
The figures are high to keep a backup in case the revenue generating strategies do not
keep upto expectations.
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9. Capital Allocation
Staffing Property Marketing & Sales Administration
Raw Material Maintenance Service & Support Accounting
Operation Operational
Capital Distribution Staffing Distribution
Operational
Operation
12%
9%
Staffing
Accounting
Maintenance Marketing & Sales
38%
10%
11% 36%
Service & Support
Raw Material
11%
12%
Administration
Property
30%
31%
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10. Revenues
Selling Price of 1 meal plan = $150/month
( This is the lowest in NYC, other indian and chinese mess service provide it at not less
than $200 to $240/month )
Cost Price of 1 meal plan = $ 100/month
Gross Profit per meal plan = $ 50/month
Net profit per meal plan = $ 20/month
Total potential customers in the first year = 60,000 ( Just 10% of the total students )
Therefore, annual turn-over = 60,000 x $ 150 x 10 months = $ 90 million
Net profit FY = 60,000 x $ 20 x 10 months = 12 million
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11. Marketing Strategies
Location
Within 1 mile of the schools serving fit in the criteria of minimum number of indian/chinese students, and 1 mile
of the dense student residential areas.
Special Focus
Low Selling price = High Volumes = High profits.
Modes of Advertisement
Oral Publicity - Most effective in a food business is the word of mouth by the customers.
Paper Publicity - Local Newspapers, Media leafs etc.
Posters & Leaflets - Outside Universities, Stations, Student Hangouts etc.
Events - Moon Festival, Diwali,Navratri etc traditional Indian & Chinese Festivals
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12. Sales & Promotions
Specialized Staff
To a great extent, the Campaigning of a New Product depends on the efficiency of the people behind it.
Capital Invested
Marketing is the Heart of the a business and major capital is alloted to the Development & Practicing various
Strategies.
Coupons & Draws
History has proved that Coupons & Draws have been one of the all-time-best promotion strategies.
Seasonal Offers
Some food products are seasonal and so have to be sold at a cheaper than regular price to keep rolling.
Discounts over Quantity
Fixed meals bought on an yearly contract would be cheaper than monthly contracts.
Hotel Contracts
Various Hotels which host Indian & Chinese guest in specific areas like Edison, Chinatown etc.
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13. Cash Flow Break Even
Total Capital invested in 2 yrs
$1.35 million
So
Estimated Time to reach CFBE
In the 4th year.
Expected Returns in 2 yrs
$ 0.6 million
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14. Risk Analysis
• Competitive Deals from Competitors
• Sales not as per projection
• Taste Development is a big factor in Food Business
• Sabotage from Rivals
• VC/Angel Investors lift up there money due to lack of returns in the first year
• Compel to raise the prices in case of hike grocery prices.
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15. Compilation
HOMELAND seems to be a promising business
AS
Quick Returns
High Returns
Minimum Risks
Never-Ending Industry
Innovation filled
Non-Monotonous
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16. THANK YOU
HOMELAND ©2!8 Aayuquot; Agarwal