Professional Documents
Culture Documents
AFRI HOME RES Feasibility Study
AFRI HOME RES Feasibility Study
FEASIBILITY STUDY
June 2016
Prepared for
Interested Investors
June 2016
Issue for
Client
0 16-Jun-16 Information N/A 14+ BOA NB KEB
Pages Total
Rev Date Description Affected Pages Prepared Checked Approved
Abbreviations Descriptions
BL Baseline
CV Cost Variance
SV Schedule Variance
2. INTRODUCTION ..................................................................................................................7
3. MANAGEMENT ....................................................................................................................9
LIST OF FIGURES
Figure 3.1-1 - % Rate of Return ..................................................................................................16
This report presents the preliminary technical & commercial feasibility study of Africana Home
Restaurant’s New Branch Project for interested investors. The Scope of the feasibility report is to
appraise the commercial viability of the business concept taking into account 3 viable options and
thereby establish the cost estimate for the project for further investment decision; the degree of
accuracy of the estimation presented in the report has been limited to Order of Magnitude
resulting in an accuracy range of ± 15-20%. Preliminary market feasibility study was conducted
on the limitations of the business parameters set in this report as such diversification or
improvement to the business design may have cost impact not specified in this report.
The Approach to the design of the business concept has been tailored to the market demand in
Entertainment while utilizing the existing unique expertise of AHG in African cuisine. The three
considered options are labelled Option “A”, “B” and C”.
Option A considers a restaurant location in malls targeting middle class and stylish enough for
upper class society this option does not consider a major form of entertainment as attraction but
rather relies almost solely on the marketing strategy of introducing African cuisine to the world.
The preliminary capital cost estimate for starting up the business is AED (8,209,500.00)
corresponding to USD (2,235,124.55); detailed break-up is annexed to this report in Annexure A.
Option B takes into account more the strategic local of the restaurant in targeting more of
Africana’s usual customer base while also aiming to target a broader more diverse customer
base. The preliminary capital cost estimate is AED (8,497,100.00) corresponding to USD
(2,313,426.73); detailed break-up is annexed to this report in Annexure B
Option C considers targeting the entertainment life style of Dubai using the market demand for
the upbeat style of African entertainment together with introducing African cuisine to broader and
more diverse customer base. The preliminary capital cost estimate is AED (9,737,200)
corresponding to USD (2,651.057.28); detailed break-up is annexed to this report in Annexure B
The economic forecasts and projected profitability presented in this report are estimates of Rough
Order Magnitude. There are many method of estimating profitability; Return on Investment (ROI),
Internal Rate of Return (IRR) and payback period is just a few. In this report, we have used the
ROI, as the primary measure of the estimated project profitability. It is worth noting that the ROI
doesn’t take into account the time value of money. From the Profitability analysis conducted, the
Internal Rate of Return (IRR) is estimated as approximate 40% and the payback period is
estimated to fall after 5 year from of the Project initial Operation start up. From the review of the
literature on investment, a 15% ROI is usually the minimum acceptable return for any type of
business proposition. The outcome of the economic analysis of the Project reveals a ROI of 164%
based on the various assumptions noted in this report. This return compares well with other
petrochemical industry projects and it is likely that the project can attract investment. However,
further improvement can be achieved with concerted effort to further optimize the cost of the
processing units to achieve a lower capital cost and reduction on the operating cost, thereby
improving the overall net profit, and consequently increase the ROI.
AHG Ref. NBP001-OMO-FSR- Feasibility Study Report 13 June 2016
DOC-001 Rev.0
6/17
The details market feasibility study considered in this report has been based on the excerpt of the
Market feasibility study conducted by the AHG; hence any impact of changes in the market trend
or other assumptions presented in such report hasn’t been considered in the profitability analysis.
The revenue analysis has been based on the information provided by the Client. Based on the
result of this study, the Project may be recommended for further development stage. The
feasibility is positive subject to confirmation of long term crude supply
1.1. Notices
a) This report was prepared for the sole and exclusive benefit of the Client by Africana Home
Restaurant. Any other use or, or reliance on this report by any third party shall be at that party’s
sole risk.
b) This document is meant to be read as a whole, and sections should not be read or relied upon
out of context. This document contains the expression of the professional opinion of AHG
based on information available at the time of preparation. The quality of the information,
conclusions and estimates contained herein is consistent with the intended level of accuracy
as well as the circumstances and constraints under which the study was performed.
c) This study has been conducted utilizing reasonable care and skill in applying methods of
analysis consistent with normal industry practice. All results are based on information available
at the time of preparing the report. Changes in factors upon which the review is based could
affect the results.
2. INTRODUCTION
Powered by an unrivalled taste and its commitments to its standards and customers in the last
23 years, Africana Home Restaurants, Headquartered in Dubai, United Arab Emirates has solidly
consolidated its reputation as the leading providers of African Cuisine in the region.
Enriched with the Knowledge and expertise in its chosen field, Africana Home as enjoyed a steady
growth and success in the Middle East and is now equipped with the experience and expertise to
carry out expansions within the Middle East and other strategic locations worldwide.
As the company started proving its capability and earning its reputation it was necessary to
diversify to different regions, Africana Home Working with the Nigerian Ministry of Pilgrim in 2010,
started its Hajj Operations, catered for Nigerian Hajj Pilgrims and has commenced its operation
in the Kingdom of Saudi Arabia.
UNIQUENESS OF SERVICE
All over the UAE they are approximately 5 restaurants serving African food out of which 4 of them
are listed online, of this 4 only 3 has been around for more than 3 years. There are approximately
20,000 registered Nigerians, an approximate total of 25,000 West Africans, and 15,000
Option A
Option B
Location is Key, Business continuity and primary target focus. Focus on Student and
middle working class residents.
Marketing strategy, Décor, and uniqueness of service remains a key factor and an
incentive to the target class. Secondary target focuses on non-African customers.
Selling the idea as an introduction to African food. The appeal will also reach out to
health enthusiast due to the method of preparation of African food as well as the
selection of earthy ingredients used in preparation of most African food.
Option C
Opportunity - The current trend shows that the world as a growing interest in African culture as
a whole, which as unprecedentedly primed the world to take interest in African Food. Our goal as
an organization is to do just this, bring African cuisine to the fore front of the culinary world.
Africana Home Restaurants already has a renown and a growing demand to expand to certain
areas of UAE and Middle East as a whole,
Threats - One current establishment with similar setup, KIZA- is an establishment that caters to
middle class residence in the UAE, it claims to serve African Dishes but with countless trials and
survey does not meet the standard set by Africana Home Restaurant. KIZA also caters to a night
AHG Ref. NBP001-OMO-FSR- Feasibility Study Report 13 June 2016
DOC-001 Rev.0
8/17
life setting, however with the unique asset of our Investor, it is clear that we will have a better pull
in the entertainment sector as well, but however remains a threat, but not an un-mitigatable threat.
3. MANAGEMENT
Africana Home Group’s portfolio is designed to provide not just the expertise of Africana Home
Restaurant but also the following expertise
Culinary Services
Africana Home Group is equipped to provide targeted marketing and management for all
businesses related to it and its affiliates. From designing the business plan to ensure that
complete scope and feasibility of business prospects are covered to ensuring that the outlined
scoop are achieved, to creating
Deciding how to present an innovative idea to the market is critical. Africana Home Group has
expertise in turning that idea into a successful business venture. Our market planning services
will help determine the best messaging for the company through extensive market and
competitive analysis. A preliminary market and competitive analysis are detailed in the
subsequent sections (i.e. sections 4 and 5).
STRATEGY
Africana Home Group has a three-part strategy for managing business growth. Initially the New
investment will cover downtown, knowledge village, Al-Barsha and Marina are of Dubai. Which
are the prime areas for our business.
Africana Home Group intends to enter the market for providing top-class African cuisine and
African style entertainment. The sections below discuss our analysis of the environment, the
target market, our competitors, and the company.
Surveys were conducted to ascertain certain key elements to the finalization of this feasibility
study, such as;
The
Not
Survey Questions so good
Ok Awesome Absolute
Best!!!
On an Overall, how would you rate the first
African Restaurant in the UAE going 22 25% 75% 10%
years strong
Survey Questions Always Mostly Half of the time Once in a while Never
A Detailed risk register has been annexed as a part of this report, showing the affiliated risks
to the project and subsequently the business as a whole. The table below shows the Numeric
Rating Risk Matrix, which is measured in terms of a combination of the consequence of severity
of an event and their likelihood of occurrence. A suggested risk matrix of: “Likelihood x Severity”
computed as Risk Prioritization Number (RPN)
Almost
Likelihood/ Remote Occasional Frequent
Rare (1) Certain
Severity (2) (3) (4)
(5)
Catastrophic
(5) 5 10 15 20 25
Impact
Major (4)
4 8 12 16 20
Moderate
(3) 3 6 9 12 15
Minor
(2) 2 4 6 8 10
Negligible
(1) 1 2 3 4 5
Probability
6. COMPETITIVE ANALYSIS
A competitor analysis has been carried out to assessment the strengths and weaknesses of our
businesses’ competitors. Finding of the same are presented below.
Where are you making the most money? Food and Entertainment Food Entertainment Food Food
Weaknesses
Quality and Taste of Quality and Taste of
Quality and Taste of Food Food Food
Inexperience of Managing Inexperience of Inexperience of
Higher Profile Commercial
What areas are you avoiding? N/A Team in the Food Sector Managing Team in Managing Team in the
Contracts
No sound Business the Food Sector Food Sector
Strategy No sound Business No sound Business
Strategy Strategy
Competent Business
Competent Business
Management
Management personnel
Delivery staff & stronger in- Competent Business personnel
Where do you lack resources? N/A Delivery staff
house management staff Management personnel Delivery staff
Competent Marketing
Competent
strategy
Marketing strategy
Not so well on the Night Poor quality of food Poor quality of food
What are you doing poorly? N/A Delivery life scene, and poorly on Poor delivery time Poor delivery time
the restaurant front Poor marketing Poor marketing
customers requiring Delivery in Losing customers in their
Losing customers due Losing customers due to
Where are you losing money? N/A further locations to the restaurant sector due to
to quality of food quality of food
restaurant quality of food
13/17
Restaurant part of their Marketing strategy
customers requiring Delivery in Marketing strategy
Business Business strategy
What needs improvement? N/A further locations to the Business strategy
Marketing strategy Operational
restaurant Operational procedure
Business strategy procedure
Opportunities
University Students, University Students, labor University Students, labor University Students, University Students, labor
Any beneficial trends?
labor Staffs Staffs Staffs labor Staffs Staffs
commercial contracts for
commercial contracts commercial
commercial contracts for companies with commercial contracts for
for companies with contracts for
Niches that competitors are missing? companies with African labors African labors companies with
African labors companies with
Stronger Management African labors
African labors
Strategy,
New technologies? Under Development None None None None
An Authentic, High
An Authentic, High Class An Authentic, High Class An Authentic, High Class
Class African
New needs of customers? African Restaurant. With African Restaurant. With African Restaurant. With
Restaurant. With
Quality Food Quality Food Quality Food
Quality Food
Threats
Decline in restaurant & Decline in restaurant Decline in restaurant
Obstacles to overcome? Refer Risk assessment Expansion to key locations
Night club revenue revenue revenue
KIZA (potential KIZA & Africana
Aggressive competitors? KIZA Africana Home Restaurant KIZA & Africana Home
competitor) Home
Africana Home Africana Home
Africana Home Restaurant
Successful competitors? N/A None Restaurant in the Restaurant in the Food
in the Food sector
Food sector sector
Reduction of African
Reduction in African merchant
Tourist in the UAE
in the UAE Reduction of African Reduction of African
Negative economic conditions? None Reduction in Taste for too
Reduction of African Tourist in Tourist in the UAE Tourist in the UAE
high class luxury attributed
the UAE
to reduction in oil price
14/17
7. FINANCIAL SUMMARY
7.1. Option A
Option A considers a restaurant location in malls targeting middle class and stylish enough for upper
class society this option does not consider a major form of entertainment as attraction but rather relies
almost solely on the marketing strategy of introducing African cuisine to the world. The preliminary
capital cost estimate for starting up the business is AED (8,209,500.00) corresponding to USD
(2,235,124.55) Refer below for complete summary of cost break up.
0.00%
Year 10
Year 1
Year 9
Year 0
Year 2
Year 3
Year 4
Year 5
Year 6
Year 7
Year 8
Figure 7.1-1 - % Rate of Return
7.2. Option B
Cumulative % Return on
Periods Income Expense Net revenue
Net Revenue Investment
- - -
Year 0 8,497,100 8,497,100 8,497,100 0.00%
-
Year 1 17,389,000 15,051,000 2,338,000 6,159,100 80.42%
-
Year 2 20,866,800 15,427,275 5,439,525 719,575 90.21%
% Return on Investment
500.00%
450.00%
400.00%
350.00%
300.00%
250.00% Year 10, 448.73%
200.00%
150.00%
100.00%
50.00% Year 3, 117.41%
0.00%
Year 10
Year 5
Year 0
Year 1
Year 2
Year 3
Year 4
Year 6
Year 7
Year 8
Year 9
7.3. Option C