4. EXECUTIVE SUMMARY
ďWide variety of Indian cuisine.
ďLocated in the booming, and rapidly expanding city of
Hyderabad.
ďInspired menu with a blend of varieties of Indian dishes.
ďSeven days a week
ďRelaxed, friendly and correct service
ďHiring of experienced staff
.
5. FINANCIALSUCCESS
ďWe believe this will be achieved by offering high-quality
service and excellent food with an interesting twist.
ďStart-up expenditure
ďWeb site designing 50000
ďOffice rent 5000
ďComputer and accessories 50000
ďVehicles 60000
ďLicensing 7,00,00
6. MISSION
ďGreat tasting food, but have efficient and friendly service
ďChoice for all families and singles, young and old, male
or female.
ďEmployee welfare
7. OBJECTIVES
ďKeeping food cost under 35% revenue.
ďStay in the restaurant business with excellent food and
service.
ďExpand our marketing and advertising in neighboring
areas and cities.
8. Future Plan
ď If the business is meeting its projections in an year then,
we will start scouting for a second location and develop
plans for the next unit.
5 Year Plan
ď3 locations in different parts of the country like Raipur,
Ranchi, Bhubaneswar and Indore .. etc.
ďAlthough the restaurant industry is very competitive, the
lifestyle changes created by modern living continue to
fuel its steady growth.
10. COMPANY DESCRIPTION CONTD.
Basic product offering :
ďIndian Ethnic cultural food
ďHealthy food (low fat, low cholesterol)
Markets to be served:
ďStudents
ďCouples / families
ďWorking class singles
ďBusiness persons
11. ENTREPRENEURSHIP
Formalities & expenses:
ďRegistration of the company
ďLicensing
ďElectrical Fitting
ďInsurance
Risks & liabilities
ďNot able to break even at the expected time
ďRepayment of loanâs
ďUnlimited liabilities of the partners.
13. Competitive Edge
ď Completely innovative way to serve.
ď Our competitive edge is the menu that is home cooked,
the chef, the environment, the management, the service at
your own home.
ď The best chefs are chosen according to their specialty.
14. Strategy And Implementation Summary
ď Our strategy is simple, we intend to succeed by giving people
a combination of excellent and interesting food in an
environment that appeals to a wide and varied group of people.
ď We will focus on maintaining quality and establishing a strong
identity in our community.
ď We will keep our standards high and execute the concept so
that word-of-mouth will be our main marketing force.
ď We will create an appealing and entertaining environment and
food with unbeatable quality at an exceptional price.
15. Marketing plan
⢠Dawaat has two marketing objectives.
⢠The first is to create the awareness and provide the following information to
the authorities of Daawat :
To show the marketing position of the organization.
To show the market share of Daawat
To give suggestion to the higher authorities for the future
improvement.
This department provides the information about their competitors
to the higher authorities of Daawat.
⢠The second basic objective of Marketing Department is that it meets the
budget in the required time span. The marketing department of Daawat
Food is to promote its products and make the future plan to live in the
budget.
16. Market segmentation
⢠Daawat will be marketed to people on the basis of demographic,
psychographic and geographic characteristics.
⢠Behavioral characteristics:
In behavioral aspect they segmented the market on the basis of
quality, taste a price. Following are the different possible segments
in this regard.
⢠Taste conscious
⢠Quality conscious
⢠Class conscious
⢠Combination of price and quality
17. ⢠Demographic characteristics:
Demographic characteristics include age, sex, occupation,
education, income and race. We segmented our market
on following bases.
⢠Gender:
Dawaat is for each gender both male and female.
⢠Income:
Everyone can use the Dawaat service upper and
middle class
⢠Age: age limitation for using this product any age group.
⢠Occupation:
By profession also everyone can use this product means
businessman student workers and other people.
18. Target Market
After evaluation of various segments we decided to target the
market of urban and sub-urban areas as well as anyone can use
this product businessman, students, workers etc.
19. Sales Strategy
ď Wordâs Of Mouth
ď Discount Coupons
ď Free Home Delivery
ď Concentrating on the customer's experience
ď Offer various specials throughout the week that people can enjoy.
20. MARKETING MIX
7 Pâs of Restaurant
PRODUCT:
⢠Product marketing deals with marketing the product to prospects, customers, and others.
⢠The products being offered at FUSION are-a cosmopolitan flair, engaging clientele along
with an international menu comprising of Indian food.
⢠Later with expansion we will go into multi- cuisines: ITALIAN , CONTINENTAL and
CHINESE.
⢠Daawat will be the only restaurant among all the competition which focuses the entire
menu on healthy and low-fat cooking
PRICE:
⢠Pricing is one of the most important elements of the marketing mix, as it is the only mix,
which generates a turnover for the organization.
⢠It costs to produce and design a product, it costs to distribute a product and costs to
promote it.
⢠The pricing strategies that we at Daawat will be considering during the preparation of the
menu are- Competition pricing
Product Line Pricing
Premium pricing
Psychological Pricing
21. PLACE
ď This refers to how an organization will distribute the
service they are offering to the end user.
ďThe organization must distribute the service
to the user at the right place and at the right
time.
ď Daawat is located at Madhavpur, HI-Tech City.
22. PEOPLE:
ďAn essential ingredient to any service provision is the use of
appropriate staff and people.
ďThe staff at Daawat is efficiently and well trained to give our
customers high quality of personal service.
ďThe service delivered by our employees is a very important element of
value. It is also an area where we can distinguish ourselves.
PROCESS:
ďThis refers to the systems that are used to assist the organization in
delivering the service.
ďA big emphasis is being placed on extensive research into the quality
and integrity of our products.
ďThey will constantly be tested for our own high standards of freshness
and purity.
ďWe will make sure we serve Hot home cooked food in the right time
without any delay.
23. PROMOTION:
ďPromotion involves disseminating information about a service,
product line, brand, or company.
ď Promotion is generally sub-divided into two parts:
⢠Above the line promotion
⢠Below the line promotion
PHYSICAL EVIDENCE:
ďPhysical Evidence is the element of the service mix which allows the
consumer again to make judgments on the organization.
ďPhysical evidence is an essential ingredient of the service mix.
ďConsumers will make perceptions based on their sight of the service
provision which will have an impact on the organizationâs perceptual
plan of the service.
24. MARKET ANALYSIS SUMMARY
ďDawaat focuses on student sand official people and family
people who are restaurant seekers. People that have a desire
for good food and a fascinating atmosphere.
ďThe market customers for Dawaat would develop from:
ďLocal Neighborhood Marketing Program
ďCustomer Frequent Diner Loyalty Program
ďSuggestive Selling Program to increase average check
ďTremendous growth in upper level family income
26. MARKET PENETRATION
ďEntry into the market should not be a problem.
ďRestaurant has high visibility on the web.
ďThe local residents and students always support new
restaurants because of their curiosity.
ďIn addition, Rs.10,000 has been budgeted for a pre-
opening advertising and public relations campaign.
27. SERVICE BUSINESS ANALYSIS
ďThe restaurant industry is highly competitive and risky.
ďMost new restaurants opened by inexperienced owners
struggle or fail.
ďHowever, those based on solid understandings of the
market needs have a much higher chance of success.
ďRestaurants make money by taking inexpensive
ingredients, combining them in creative ways, cooking
them properly, and selling them at a much higher price
28. UNIQUE SELLING PROPOSITION
⢠Online store.
⢠Order according to your convenience
⢠Home cooked food, delivered at your doorstep.
29. Market Feasibility Study
ďA market feasibility study is essential to gauge the practicality,
prospects, potential of the project, and therefore itâs feasibility
ďWe would obtain an online sample of a survey or a field
research survey and conduct a research to gauge the tastes and
preferences of the localities. The survey would be done on
about 120 people residents of Madhapur and Amirpeet
respectively of all category of people who fall into our target
market.
ďFrom the survey, we will come up with a SWOT analysis and
marketing strategy to follow.
30. SWOTANALYSIS
STRENGHTS
ďFirst mover advantage
ďEconomies of Scale
ďVarieties of food of the cuisine
ďLarge number of bachelors/students/IT professionals
ďCatering to a wide range of people
ďNo similar type of restaurant near the location
31. WEAKNESSES
ďHigh cost of operation
ďNot from a known group
ďPricing
ďCompetition
ďDifficulty In obtaining licenses
32. OPPORTUNITIES
ďNew restaurants in other parts of the city
ďOffer greater variety
ďHigh growth in these areas.
ďRising standard of living
34. Research
ďBased on the certain online research following data was
obtained:
ďPeople look for customer service most, followed by
dĂŠcor.
ďPeople mind spending more money, even if they are
offered quality of service
ď3/4th of the people visit a restaurants (i.e. consume
restaurant food) at least once a week.
35. Research
ďThey prefer Indian cuisine the most, followed by
Chinese, Italian and others.
ďThey look forward to new dining experiences given the
opportunity.
ďWhile choosing a restaurant, customers are price
conscious.
37. Evaluating Financing Options
Personal Personal Potential
Control Risk Reward
Personal Resources H H H
Financial Institutions
(Debt Financing) L - M L L â M
Venture Capitalists
(Equity-Debt Financing) L â M L L â M
Angel Investors
(Equity Financing) L â M L L â M
Public Offerings
Equity Financing) L L L â H
Business Development
Program L â M L L â M
Unusual Sources L â H L L- H
L â Low M â Medium H - High
38. COMPARISON OF VARIOUS
SOURCES
TYPE COST DILUTION RISK RESTRAINT ON
MANAGERIAL
FREEDOM
EQITY HIGH YES NIL NO
RETAINED
EARNINGS
HIGH NO NIL NO
PREFERENCE
CAPITAL
HIGH NO NEGLIGIBLE NO
TERM LOANS LOW NO HIGH MODERATE
DEBENTURES LOW NO HIGH SOME
39. WHAT WE ARE CHOSING
⢠2.5 Lakhs Capital invested
⢠LOANS FROM FRIENDS AND RELATIVES-
1.5 LAKHS(UNSECURED)
⢠LOAN FROM FINANCIAL INSTITUTIONS
2.5 lakhs LAKHS(SECURED AGAINST THE BUSINESS
ITSELF)
INTEREST:
â˘8% annual rate from friends and relatives
â˘12% annual rate from bank
45. PROCESS FLOW CHART
Place the order with cook
Give the bill to customer
Get online feedback and
complaints
Respond to feedback and
complaints.
Online
registration
place order and
payment
Get confirmation
Deliver food to
customer
46. QUALIFICATION & CONDITION
REQUIRED FOR MANPOWER
ďGood health and stamina
ďKeen sense of taste and smell
ďExcellent hand/eye co-ordination
ďGood memory for details
ďArtistic and creative talent
ďExcellent communication skills, interpersonal skills and
team-building skills
ďAbility to remain calm in hectic circumstances
ďDesire to do a precise and thorough job
47. SALARYSTRUCTURE
⢠The cooks will get the price of their food in the starting of
the venture and later when the venture will start earning
enough profit, they will get a part of the profit.
⢠The owners will get a minimal salary at the starting and
then a part of the profit.
48. DUTIES & RESPONSIBILITIES
ďCreating new recipes to please customers
ďHiring and supervising residential cooks
ďEstimating labour and food costs and altering menus to stay
within budget
ďArranging for equipment purchases and repairs
ďChecking the quality of raw and cooked food products
ďAssisting with staff development and training
ďMeeting with other managers in the organization
50. LONG-TERM DEVELOPMENT
Goals
ď DAAWAT is an innovative concept that targets a new, growing
market.
ď We assume that the market will respond, and grow quickly in
the next 5 years.
ď Our goals are to create a reputation of quality, consistency and
security (safety of food) that will make us the leader of a new style
of dining.
51. Strategies
ď Our marketing efforts will be concentrated on take-out and
delivery, the areas of most promising growth.
ď The market changes, new services may be added to maintain
sales
Milestones
ď After the venture starts, we will keep a close eye on sales and
profit. If we are on target at the end of year 1, we will look to
expand to a second unit.
52. Risk Evaluation
ď The success of our project hinges on the strength and acceptance
of a fairly new market.
ď After year 1, we expect some copycat competition in the form of
other independent units.
ď Chain competition will be much later.