148238187-b-Plan-Happy-Tiffin (1) - Pages-Deleted

BUSINESS PROPOSAL FOR HAPPY TIFFIN
SPECIALIZATION PROJECT REPORT

SUBIMITTED TOWARDS PARTIAL
FULILLMENT
OF
BANKING & FINANCE SPECIALIZATION
Academic Session (2017-20)
Submitted by
Anukriti Pandey
1709351397
Under the Guidance of

Dr. Pradeep Bhardwaj
(Assistant Professor)
INSTITUTE OF MANAGEMENT STUDIES GHAZIABAD

(University Courses Campus)
NH-24, Adhyatmik Nagar, Ghaziabad(U.P)
STUDENT DECLARATION
I, Anukriti Pandey, hereby declare that the project work entitled “Business proposal of happy
tiffin” is an authenticated work carried out by me and Prof. Dr. Pradeep Bhardwaj partial
fulfillment of the award of the diploma of B.B.A (Banking & Finance) specialization and this
work has not been submitted for the similar purpose anywhere else except to IMS Ghaziabad
approved by CCS University
DATE: ANUKRITI PANDEY

PLACE: BBA-6th SEMESTER
1709351397
ACKNOWLEDGEMENT
I would like to express my deep and sincere gratitude to Dr. Pradeep Bhardwaj and to the
people from academia that helped me during the completion of this project report.
Though at the onset of ambitious project one always encounters certain difficulties in the
beginning, however, overcoming these difficulties of the project as well as making it a success,
greatly depends on the encouragement, inspiration and help given by Dr. Pradeep Bhardwaj
(Faculty IMSUCC).
I will also like to thank others people too for their cooperative attitude and query which made
me understand the different perspective of business proposal.
I also hereby like to thanks Dr. Sapna Rakesh (Director IMSUCC) and all other Faculty and
staff members of IMS who directly and indirectly completing this project.
Anukriti Pandey
PREFACE
One of the most important aspects of being successful in the food service industry is being able to manage
costs. Without managing costs, none of the businesses you might work for over the course of your career
would remain open. In this project report, we explore the fundamentals of kitchen management from the
basic math and calculations you will need to use every day to an overview of the costs associated with
operating a kitchen or any food service operation.
START-UP SAMPLE BUSINESS PLAN
Prepared For:
Banking & Finance Specialization
Module-4
Prepared by:
Happy tiffin
Confidentiality Agreement
The undersigned reader acknowledges that the information provided by __Anukriti Pandey__in this business plan is
confidential; therefore, reader agrees not to disclose it without the express written permission of _Anukriti Pandey
___.
It is acknowledged by reader that information to be furnished in this business plan is in all respects confidential in
nature, other than information which is in the public domain through other means and that any disclosure or use of same
by reader, may cause serious harm or damage to _________________________.
Upon request, this document is to be immediately returned to _________________________.

___________________ Signature
___________________ Name (typed or printed)
___________________ Date
This is a business plan. It does not imply an offering of securities.
Table of Contents
Executive Summary ..................................................................................................................................... 7

Mission, Goal & Objective ...........................................................................................................................8
Startup summary ..................................................................................................................................... 10
Business Detail .........................................................................................................................................10
product & services ...................................................................................................................................... 5
Organizational Chart .................................................................................................................................. 6
Management & ownership ........................................................................................................................ 8
Why Happy Tiffin....................................................................................................................................... 10
Risk Management ..................................................................................................................................... 13
legal considerations ..................................................................................................................................14
Operations ................................................................................................................................................ 15
Sustainability plan .................................................................................................................................... 16
Strategy .................................................................................................................................................... 18
market research ....................................................................................................................................... 19
market strategy ........................................................................................................................................ 22
S.W.O.T .................................................................................................................................................... 25
The Finance ............................................................................................................................................. 28
Appendix……………………………………………………………………………………………………………………………………………34
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 Raj Rajpushrey, Shrey Joshi, Reshma Rahman and Annu Kaur
as a partnership business. Raj has 5 years’ experience in food service industry, as he was
working in the restaurant in Delhi- India. Shrey has 3 years’ experience in operation Reshma has
4 years’ experience in sales and Annu 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. Shrey’’s existing contacts with local social and community groups, and
Raj'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 don’t 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.
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 time
investment 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 of 200k by 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.
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 contractor’s 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
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 finalist the place we will be following up the license and permits for our business. We
will be registering for Shops 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
Menu and price will fix

Per 100 dishes
Catering Service according to the client’s
and selected menu
choice
Menu and price will fix Minimum 50
Birthday Specials according to the client’s dishes and as per
choice selected item
Business Plan- Happy Tiffin
Menu and price will fix

Minimum 70
Anniversary Specials according to the client’s
dishes
choice
Canteen Services Lunch &Dinner Rs 70/- each
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.
Organisation chart:
Raj
(Director/Finance Manager)
Shrey Reshma Annu
(Operation Manager) (Sales Manager) (Marketing Manager)
Manage the outsource

website developer
2 Chefs 1 Cleaner 7 Delivery

Boys/Drivers
Management & ownership
Initially there are four members in the management team. And they are the owners as well. Raj
Rajpushrey, Shrey Joshi, Resham Rahman and Annu 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. Raj will be taking care of finance and
as he has 4 years’ experience in food industry he will be the director. Shrey will manage
operation. Reshma will be handling sales and web site maintenance. Annu will be paying
attention to marketing and delivery of food. These three people will be directly reporting to Raj.
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.
Raj has 5 years’ experience in food service as he was working with his uncle in the restaurant.
Reshma and Annu 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. Shrey 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; Shrey and Reshma will be handling the
lunch time including prep work and menu planning. And Annu and Raj will be taking care of the
dinner time. It will keep rotating on weekly basis.
Raj and Shrey will be hosting majority of the parties. Raj and Shrey’s existing contacts with local
social and community groups, and Raj’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. 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/
Key personnel
Current staff
Job Title Name Skills or strengths

Finance Manager Raj Rajpushrey Master in Accounting and finance.
5 years’ experience in food industry
Bachelor of business
Operation Manager Shrey Joshi Administration. 3 years’ experience
in operation.
Bachelor of commerce. 4 years’
Sales Manager Reshma Rahman
experience sales field.
Bachelor of commerce. 4 years’
Marketing Manager Annu Kaur
experience on marketing.
Required staff
Job Title Quantity Skills necessary

Chef 2 At least 2 years’
experience.]
At least 6 months
Cleaner 1
experience.
At least 2 years’
Delivery
experience and should
boys. 7
hold valid driving
Drivers
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
be recruiting people who has educational qualification and experience in the similar field. We
will be collecting copy of driver’s 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
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 properly
insured. 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 Workmen’s
Compensation Act, 1923 which will the employees will be provided insurance against any harm
or bodily injury sustained during work. Also we will take fire policy and building 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 Likely High Happy Tiffin will ensure
operational risks related to that the operational risk
fire and injury to employees related to fire and injury is
at the premises minimized at the premises.
This will be made possible
by 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 In order to avoid this risk,

risks involve changing of Likely Medium Happy Tiffin will arrange
menu, price fluctuations or for gathering and analysis
quitting of a chef which is of customer data to

viewed negatively by the determine which items are
customers 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
This economic risk can be
people on ordering meals.
managed by offering low
CPI inflation in India was Highly likely High
priced food in the menu at
9.39% in April while it was
Happy Tiffin.
10.39% in March (Reuters,
2013). Unemployment on
the other hand is expected
to reach 9.4% this year
against 9.3% in 2012
(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 system
installed 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
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
tiffin 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 Running

price (AUS) 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 Quantity in Total cost

(INR) stock (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

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 website’s 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.
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 choice
and preference.
• Achieving and maintaining full compliance of safety standards for food, environment, and
worker safety.
• Customer satisfaction matching with cost (Industry Directions, 2000).

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 4-6 months

40% less
heating and increase efficiency cooking
Generating Solid Waste: Reduce solid waste

60% 2-4 months
generation by using recycle packing.
Water Pollution: Reducing water pollution by 60-70% 4-6 month

using filters.
Water emission: Reduce water usage by
60-70% 4-6 months
increasing efficiency
Market research
Page
We used questionnaire to analyze market, we did research by interviewing 20 people working in

different corporates in Gurgaon.
NAME QUALITY VALUE SERVICE MENU PORTION MENU MENU

FOR SELECTION SIZE SELECTION VARIETY
MONEY
Rajiv FAIR GOOD AWFUL POOR FAIR FAIR NA

Sharma
and Sonia
Malik
Tushar GOOD FAIR GOOD GOOD AWFUL GOOD GOOD
padalkar
and
Shalini
Grover
Rosy FAIR FAIR GOOD FAIR GOOD FAIR AWFUL
marry and
Gaurav
Malhotra
Neerja FAIR FAIR FAIR AWFUL FAIR GOOD FAIR
Chawla
and
shagun
sood
Gushlan GOOD FAIR FAIR FAIR GOOD FAIR GOOD
madan
and
Ramkrish
an tandon
Rahul GOOD FAIR FAIR GOOD FAIR GOOD FAIR
Tomar
and Ha
Page
Dhiyanes
waran
Harsh GOOD GOOD GOOD FAIR GOOD FAIR GOOD
Aggarwal
and anil
Goel
Nitin GOOD GOOD GOOD GOOD FAIR GOOD FAIR
bhaskar
and Jai
Aggarwal
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 it’s too
spicy, pathetic taste, not in good quality, even many times not enough ie less in quantity. During
research we came across people who are ready to pay more then what they are paying if it’s
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,
Page
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 it’s not healthy, considering all above
we offered our tiffins service its completely homemade food, healthy, fresh, hygienically
prepared, full of nutrition’s 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 i.e. Gurgaon, private
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 status
families 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 it’s worth
they don’t 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.
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 tofollow 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
today’s 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
• Occupations: Professional (bank or Corporation), Students
Sales & marketing objectives
Annu 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 customer’s 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
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 Advantages

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

convenient and fast
Door step delivery to use in a hectic
Shop front Snacks for small gatherings schedule.
Telephone
S.W.O.T. analysis
Strengths Weaknesses
• Reputation in Marketplace. • Fragmented market
• Homemade food • Scattered Players
• Enriched with nutrition’s • Largely unorganized segment
• Fresh and healthy • Lack of awareness among
• High supply radius consumers
• In House kitchen
OPPORTUNITIES THREATS
• Well established position with • Difficulty convincing cost-
a well-defined market niche. conscious consumers to spend on
• Increase number of working quality in –home catered meal.
couples who don’t have time to cook • Growing cost of employee

meal. benefits which contributes to increased
• Growing interest in healthy, product prices.
organic ingredients. • Competition from restaurants
• Growing number of consumers offering home or business.
opting to eat in. • Indirect competition from
• Growing demand for high expanded takeout sections at local
quality takeaway food. grocery shop.
• Increased demand for business
catered.
• Acceptance of the internet as a
marketing and customer service
medium.
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
Competitor details
Competitor Established date NO. Of Market share Value to customers

Branch (%)
Pizza hut 1958 480+ 35% They serve the best
quality 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.
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.

Startup cost Table:-

START-UP COSTS Cost ($)
Registrations
Business name
Licences $100
Permits $150
Domain names $300
Trade marks/designs/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 $10
Computer and software $400
Wages $2,000
Stock/raw materials $10,000
Insurance $1,500
Building & contents $1,000
Business assets $25,000
Business revenue
Printing
Stationery & office supplies $100
Marketing & advertising $1,000
More…
Total start-up costs $56,870
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 occ upancy 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 $61,700
More… $3,548 $4,632 $1,620
Total expenses $159,623 $451,878 $612,034
NET PROFIT -$159,623 $244,122 $323,966
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.

BALANCE SHEET FORECAST [Year 1] [Year 2] [Year 3]
Current assets
Cash $3,000 $244,122 $323,966
Petty cash $630 $0
Inventory $10,000 $13,000 $26,000
Fixed assets $25,000 $20,000 $30,000
Leasehold $1,000 $1,100 $1,200
Renovations/improvements $1,000 $2,000
Furniture & fitout $1,000
Vehicles $12,000 $10,800 $14,800
Equipment/tools
Computer equipment $400 $300
More…
Total assets $52,030 $291,322 $397,966
Current/short-term liabilities
Income tax $0 $122,061 $161,984
assets purchase expense $10,000
Long-term liabilities
vehicle purchase on loan $4,000
More…
Total liabilities $0 $122,061 $175,984
NET ASSETS $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 won’t be paying tax for the first year and for the 2nd year and third year
APPENDIX:-
Cash out
Inventory (Stock)
Stock purchases 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,
Other Cost of Goods
Total Cost of Goods $0 $3,000 $4,000 $5,000 $6,000 $7,000 $8,000 $9,000 $10,
General & Administrative

Accounting/Legal/Consultant fees 500
Office Supplies 30 30 30 30 30 30 30 30
License fees
Business insurance 1,500

Etc.
Total General & $30 $2,030 $30 $30 $30 $30 $30 $30
Administrative
Marketing & Promotional

Advertising
Promotion - General 1,000 500

Promotion - Other
Total Marketing & $0 $1,000 $0 $0 $500 $0 $0 $0

Promotional
Operating Expenses
Newspapers & magazines 4 4 4 4 4 4 4 4
Laundry/dry cleaning 30 30 30 30 30 30 30 30
Cleaning & cleaning products 40 40 40 40 40 40 40 40
Equipment hire
Etc.
Total Operating Expenses $74 $74 $74 $74 $74 $74 $74 $74
Motor Vehicle Expenses

Fuel 500 500 500 500 500 500 500 500
Vehicle service costs 150 150 150
Tyres & other replacement costs 1,500

Insurance 2,000
Total Motor Vehicle $500 $2,650 $2,000 $500 $650 $500 $500 $650 $
Expenses
Website Expenses
Domain name registration
Hosting expenses 300
etc
Total Website Expenses $0 $300 $0 $0 $0 $0 $0 $0
Employment Expenses
Permanent
Salaries/Wages 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,
PAYE
Other - Employee Benefits 30 30 30 30 30 30 30 30
work cover insurance 700
Recruitment costs
Total Perm. Employ Exp $2,530 $3,230 $2,530 $2,530 $2,530 $2,530 $2,530 $2,530 $2,
Occupancy Costs
Electricity/Gas 150 175 200 225 250 275 300 325
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 1,
Repair & maintenance
Waste removal 30 30 30 30 30 30 30 30
Water 70 70 70 70 70 70 70 70
Etc.
Total Occupancy Costs $1,290 $1,315 $1,340 $1,365 $1,390 $1,415 $1,440 $1,465 $1,
2ND YEAR
Total monthly cash in $0 $0 $0 $0 $0 $0 $0 $0
Cash out (record when actually paid)

Inventory (Stock)
Stock purchases
13,000 14,000 15,000 16,000 17,000 18,000 19,000 20,000 21,0
Other Cost of Goods
Total Cost of Goods $13,000 $14,000 $15,000 $16,000 $17,000 $18,000 $19,000 $20,000 $21,

Credit card commission
Accounting/Legal/Consultant
fees 1,000
Office Supplies 32 32 32 32 32 32 32 32
Total General & $32 $2,732 $32 $32 $32 $32 $32 $32
Administrative

Promotion - General 1,100 550
Promotion - Other
Total Marketing &
$0 $1,100 $0 $0 $550 $0 $0 $0
Promotional
Operating Expenses
Cleaning & cleaning products
42 42 42 42 42 42 42 42
Equipment hire
Etc.
$79 $79 $79 $79 $79 $79 $79 $79

Total Operating Expenses
Fuel
800 800 800 800 800 800 800 800 8
Vehicle service costs
200 200 200
Tyres & other replacement
costs 2,000
Insurance
2,200
Total Motor Vehicle $800 $3,200 $2,800 $800 $1,000 $800 $800 $1,000 $
Expenses
Website Expenses
Hosting expenses
400
Employment Expenses
Permanent
Salaries/Wages
4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,0
work insurance
1,000
Other - Employee Benefits
50 50 50 50 50 50 50 50
$4,050 $5,050 $4,050 $4,050 $4,050 $4,050 $4,050 $4,050 $4,
Total Perm. Employ Exp
Occupancy Costs
Electricity/Gas 350 350 400 400 450 475 500 550 5
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 1,1
Waste removal 35 35 35 35 35 35 35 35
Water
70 100 130 160 200 230 260 300 3
Etc.
3RD YEAR
Cash out
Inventory (Stock)
Stock purchases
27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,0
Other Cost of Goods $4,000
Total Cost of Goods $27,000 $27,000 $27,000 $27,000 $27,000 $27,000 $27,000 $31,000 $27,

Accounting/Legal/Consultant
fees 1,100
Office Supplies 33 33 33 33 33 33 33 33
Etc.
Total General & $33 $3,133 $33 $33 $33 $33 $33 $33
Administrative

Advertising
Promotion - General 1,300 1,000

Promotion - Other
Etc.
Total Marketing &
$0 $1,300 $0 $0 $1,000 $0 $0 $0
Promotional
Operating Expenses
Cleaning & cleaning products
45 45 45 45 45 45 45 45
Sundry supplies
Equipment hire
Etc.
$85 $85 $85 $85 $85 $85 $85 $85

Total Operating Expenses
Fuel
1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,0
Vehicle service costs

220 220 220
Tyres & other replacement
costs 2,200
Insurance
2,300
Registrations
Total Motor Vehicle $1,000 $3,520 $3,200 $1,000 $1,220 $1,000 $1,000 $1,220 $1,
Expenses
Website Expenses
Domain name registration
Hosting expenses
450
etc
Employment Expenses
Permanent
Salaries/Wages
5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,0
PAYE
Other - Employee Benefits

50 50 50 50 50 50 50 50
work insurance
1,100
$5,050 $6,150 $5,050 $5,050 $5,050 $5,050 $5,050 $5,050 $5,
Total Perm. Employ Exp
Occupancy Costs
Electricity/Gas 700 700 700 700 700 700 700 700 7
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 1,0
Waste removal 30 30 30 30 30 30 30 30
Water
500 500 500 500 500 500 500 500 5
Etc.
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BUSINESS PROPOSAL FOR HAPPY TIFFIN

SPECIALIZATION PROJECT REPORT

Under the Guidance of

INSTITUTE OF MANAGEMENT STUDIES GHAZIABAD

DATE: ANUKRITI PANDEY

Upon request, this document is to be immediately returned to _________________________.

Executive Summary ..................................................................................................................................... 7

Startup summary ..................................................................................................................................... 10

Business Detail .........................................................................................................................................10

product & services ...................................................................................................................................... 5

Organizational Chart .................................................................................................................................. 6

Management & ownership ........................................................................................................................ 8

Why Happy Tiffin....................................................................................................................................... 10

Risk Management ..................................................................................................................................... 13

legal considerations ..................................................................................................................................14

Sustainability plan .................................................................................................................................... 16

market research ....................................................................................................................................... 19

market strategy ........................................................................................................................................ 22

The Finance ............................................................................................................................................. 28

The start-up expenses include:

License & Permits:

Product/Service Description Price

Menu and price will fix

Menu and price will fix

Shrey Reshma Annu

(Operation Manager) (Sales Manager) (Marketing Manager)

Manage the outsource

2 Chefs 1 Cleaner 7 Delivery

Management & ownership

Job Title Name Skills or strengths

Job Title Quantity Skills necessary

Why Happy Tiffin

Risk Likelihood Impact Strategy

Strategic risks - strategic In order to avoid this risk,

quitting of a chef which is of customer data to

Economic Risk - economic

Plant & equipment

Equipment Purchase date Purchase Running

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 item Unit price Quantity in Total cost

Rice (kg) 50 100 5,000

Pasta (kg) 22 10 220

Spices (g) 32 40 1,280

Cooking Oil (litre) 40 65 2,600

Community impact & Engagement

The major risks to this business are:

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

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

Environmental management initiatives should be taken to improve the environmental concerns

Sustainability Mile stone Target Period to

Low consumption of energy: By using energy for 4-6 months

Generating Solid Waste: Reduce solid waste

Water Pollution: Reducing water pollution by 60-70% 4-6 month

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