Fruits N More….

Name: Mr. Harsh N. Thakkar. (PIET- 3rd SEM)

Miss Swati Bhattbhatt. (PIET- 3 rd SEM)

Name: Fruits N More….
Address: IIM Road , Vastrapur.

Ahmedabad.

Name and address of Principles: 1) Mr. Harsh N. Thakkar

D-203 Spandan App, Near arunachal Bus stop.

Subhanpura Vadodara

2) Miss. Swati P. Bhattbhatt

C-410, Shankarbaug housing complex,

Opp-O.N.G.C, Makarpura Rd.

Vadodara- 390 009.

NATURE OF BUSINESS: Fruits N More…. is a partnership firm by its principals. This is a

business that has given a healthy solution to requirement of beautiful ambience to enjoy without
compromising your health. This fruit cafeteria provides various range of fruit dishes, fruit
mocktails through fruit bars and some special cuisines with the natural flavors of fruits.

STATEMENT OF FINANCING: Total of 20, 00,000 Rs is required.10, 00,000 Rs is owners

fund and 10, 00000 is debt fund.

STATEMENT OF CONFIDENTIALITY:

This report is confidential and is the property of the co-owners listed above. It is intended only
for the use by the persons to whom it is transmitted, and any reproduction or divulgence of any
of its contents without the prior written consent of the company is prohibited.
EXECUTIVE SUMMARY

Fruits N More…. is a new hygienic concept in food retailing. It is a partnership

Venture of two recently passed out MBA graduates Harsh Thakkar (MBA Finance)
and Swati Bhattbhatt (MBA Marketing) . Total InvesStment of RS 20 lakhs out of
which only 50% is to be financed by bank loan. Idea behind fruits and more is to
capture an untapped market in food retail, where youth is now bored with junk
food and people becoming more health conscious. Today people would like to
have fresh, healthy and hygienic food, so Fruits N More…. is coming up with its
new outlet in Ahmedabad.

Fruits N More…. is a destination for good ambience, freshness and comfort with
fun. Aggressive marketing strategy and best location would be the key success
factors.

Fruits N More…. is a profitable venture where 50% of the investment is of owners.

The business will not have high cost of capital and compulsory high interest
payments. Most of the businesses would like to achieve their breakeven in
maximum 1000 days, Fruits N More would achieve this target in 365 days only.
Details of fixed and variable cost, projected revenues are shown in next sections.

Fruits N More…. is as such not a technology based business. We use technology to

the extent that makes working easy like bills and accounts, orders, inventory
management and other day to day operations.

Music on demand, In-house pool games are the attraction factors which
differentiates Fruits N More…. from competitors and also adds revenues. Fruits
baskets and party orders can be the profit centers for Fruits N More.

Well trained Staff and direct involvement by the partners in daily operations will
be the key success factors.
INDUSTRY ANALYSIS.

Fruits N More…. would be forming a small part of the food service segment of
Organized Food Retail Industry. Retail Industry in India is in the growth stage and
the scope to grow is immense as population is increasing day by day and space is
reducing. So Fruits N More…. is a solution where a fruity ambience with premium
services is given to its customers to come and relax and spend a quality time with
their friends, inmates, colleagues away from the pace of the daily routine.

FUTURE OUTLOOK AND TRENDS.

FOOD RETAILING – THE BUZZ WORD:

Indian retail food industry has revolutionized shopping experience of Indian

customers. Growing at the rate of 30%, the Indian food retail is going to be and no
doubt is the major driving force for the retail industry. Food accounts for the
largest share of consumer spending. Food and food products account for about
50% of the value of final private consumption. This share is significantly higher
compared to developed economies, where food and food products account for
about 20% of consumer spending. Ireena Vittal, principal, McKinsey & Co in Food
Forum 2008, said, "At US$ 175 billion today the food industry is likely to grow to
US$ 400 billion by 2025. The percentage of income spent in households will drive
growth in the food market. Indian consumers are happy with store goods than
branded goods and are very conservative on packaged goods. There are 10 million
street vendors in India, of which 6 million only sell food. Currently, the retail food
sector is US$ 70 billion and is expected to rise to US$ 150 billion by 2025. Food
has the largest consumption in the Indian economy and will remain the single
largest category."
Modern state of the food retailing is not a demand led but the supply led one.
Major spending on food and increasing usage of out of home food consumption
represent a significant opportunity for food retailers and food service companies.
Speaking in Food Forum India 2008, on the government's role in the food retailing
development, Dave said, "The retail stores need to empower its stakeholders and
deliver what the consumer wants. The vision for 2020 should be appropriate
extension network, implementation of appropriate practice at farmers' level and
infrastructure in the country."

There are various factors paving the way to revolutionizing food retailing in India.
Among them few are:

 Changing life styles and tastes

 Growing need for convenience
 Increasing disposable income
 Increasing numbers of working women
 Change in consumption patterns
 Higher aspirations among youth
 Impact of western lifestyle
 Plastic Revolution – Increased use of credit cards and debit cards

FOOD SERVICES

The food service market can be divided into fastfoods, cafes, and restaurants. Cafes
and restaurants include pubs, hotels, restaurants etc. Fruits N More is a concept
where there is not only a place to sit but entertainment value such a pool table is
also provided. It is estimated that the food service sector is worth more than Rs
60,000 crores.
ANALYSIS OF COMPETITORS

Being in the food service sector, the competitors can be segmented as

1) FAST FOOD CENTRES: Such as McDonalds, Domino’s Pizzas.

2) RESTAURANTS: Such as Sankalp, Kentucky’s fried chicken etc
3) FOOD OUTLETS: Such as Jumboo King, chatkazz etc
4) CAFETERIAS: Such as Barista, Café Cofee Day etc.
5) LOCAL FOOD CATERINGS..

These are the competitors that Fruits N More…. will be competing to make a share
for itself in the market.

Fruits N More…. is an innovative concept which is combining the concept of

health, fun and entertainment.

MARKET SEGMENTATION.

Segmentation for fruits N More…. is mainly through the physiological traits such
as lifestyle. Disposable income is also an important aspect for us, but through
lifestyle segmentation we will have our primary elite customers.

Our target customers are 1) Youth (Teenagers, University students)

2) Working Professionals.
INDUSTRY AND MARKET FORECAST

FOOD RETAIL AND ITS STEPPING STONES:

The opportunities in food retail sector are as follows:

Rising Investment: There are strong opportunities in food retail as a result of

encouraging changes in consumer purchasing patterns, the availability of real
estate and supply chain development. Organised food retail presents a unique
investment opportunity for corporates looking to diversify. A good understanding
of consumer, access to the right locations and the ability to manage the supply
chain efficiently will be critical success factors for the new entrant.

FDI Policy for Retail: Gates have been opened up for single brand retailers. In
February 2006, the door was opened to some extent when the government allowed
51% FDI by single brand companies subject to government approvals.

Emergence Of Logistic Providers: The present lack of logistic support exposes the
need for an integrated logistic provider. As retail activity gathers momentum and
large quantities of perishables are sold in modern formats, the logistic service
providers would have a crucial role to play in bridging the supply gap. Retail
players would also benefit from an efficient supply chain inventory management.

CONCLUSION:

The past 4-5 years have seen increasing activity in food retailing. Various business
houses have already planned for few investments in the coming 2-3 years. Though
the retailers will have to face increasingly demanding customers and intensely
competitive rivals, more investments will keep flowing in and the share of
organized food sector will grow rapidly
Food Retail Market in India 2010

Indian food retail market is anticipated to become a flourishing segment with India
expected to become the world’s fifth largest consumer market by 2025 from its
current rank of twelve. Food accounts for the largest share of consumer spending
paving the way for more players to venture into the retail space. Furthermore, the
proposed opening of foreign direct investment in multi-brand retail sector, worth at
least INR 2.4 tr in 2011, will allure many foreign players to enter the market.

The report begins with an introduction to the Indian retail space and includes the
overall market size and growth, retail penetration level and the segmentation in the
market. This is followed by information regarding the growth in the retail
landscape over time as well as the various formats across which consumers
purchase food from shops, and the supply chain of food retailing. The Indian food
retail market has been analyzed and includes the size and growth of the market,
traditional and modern retail share of various segments as well as the consumer
spending across segments.

An analysis of the drivers explain the factors for growth of the industry including
increasing income and urban population, better options and ranges, growing
population of working women, FDI inflow and increasing use of plastic money.
The key challenges identified are the huge unorganized market, supply chain,
rising costs and hurdles of taxes and licenses.

Trends in the market include online grocery shopping new entrants tying-up with
global retailers, focus on tier II & lower cities/ towns, inorganic route for market
entry, increased share of goods under private labels and self-service retail outlets.
The competition section provides brief profiles of the major players in the food
retail market and includes information regarding the various store formats, existing
presence and expansion plans of various companies.(reportlinker)

DESCRIPTION OF VENTURE

A. Products

Fruits n more… is a cafeteria where our main products are different fresh
ready to eat fruits, fruits ice cream, fruit juices n milk shakes, fruit
mocktails.Apart from this fruits n more will also have fruits basket gift
packs which will be a new trend to gift a fresh healthy fruits to you near
dear ones…details about the products are as follows:

 Fresh fruits: all the national and international fruits will be provided to our
customers with proper decoration of plates & bowl which gives them a good
pulsar to eat fresh fruits in a nice place to sit and have a fun time with the
friends …growing needs of to be health Conesus of rich youth corporate and
housewives will be responds to this products very well. All the fruits dishes
that we keep in our fruits and more outlet will be priced from 70r,s to 130
r.s. this prices are decided based on the various fixed and variable cost and
which also helps us to attained the breakeven in just 12 months .one thing
we have kept in our mind that customer retention and provide them a value
for money and a nice time to enjoy in our fruits and more…

 Fruit ice creams: This is also a important part of our product portfolio
where we will provide only two flowers of ice cream this is vanilla and
chocolate with a different garnish of fruits .this will be also a new
experience for the our customers and there we will be also ensure that our
main product fruits has not lost. Doing this way fruits can create its fruits
brand image .Local vendors will supply the ice cream .here the price of ice
cream will also be ranges from 60r.s to 100 depends upon the fruits ice
creams. This will be also an imp part of our daily revenue.
 Fruits juices and fruits milk shakes and fruit mock tails: This is also a
important part of our product portfolio where we will provide list of fruits
juices and shakes .in our outlets we will have a round table juice bar where
people can have a feel of bar to enjoy fresh fruit juices mock tails and milk
shakes. Here will also able to charge prices from 75rs to 130 rs..at the same
time we also keep in the mind that every customer should have a highest
level of satisfaction when they walk-in to walk-out from our fruits and
more..

B. SERVICES

 As far as services are we are very much careful about that our customer will
get the superior service .a self service fruits and more will take care of
timely delivery of the items that have been orderd.clen tables fresh water and
smile are the important aspects of our core services .which comes without
any cost

 New flower in this section which can generate more daily revenues where
we as such insure only 1 rime cost

1. Music on demand: For our customer we have a new fun time called
music on demand where one can delicate a song for another with audio
msg. we will only charge 10-15 rs per song. This will also create more in-
house fun and by this way a new trend can be created.

2. Pool tables: for the youth and the business class customers this is the
best time that we are providing where we will have a separate section for
this game. This can be an imp revenue source which can generate 1500-
2000 a day.

3. Party orders and delivery: order rs more than a 500 with in 5km will
provide @ their place at free of cost although our main focous will only
to get in the in house customers but this can be a also a sources of
revenue in long run.
 C. Size of business: early stage investments of 20-22 lacks which can be
financed by contribution of 5 lac each partner and 10 lac r.s. loan from a
bank/other source of finance..this business is targeting 20% 25% 40%
growth in next 3 years .1st outlet in Ahmadabad and will also see the
various factors for the cities like surat and Mumbai . than after 3 outlet
will plan to build /offer frchisee model. For that we have to create a
brand so that we can build more capital base though this strategy.

D. Office equipments and persoanls:round tables sofa chairs rolling air-

contiononars furniture and fixtures refrigerators bowls jars and other
crockery to serve. computers etc all this will cost around 5 lac

E. Background of entrepreneurs:

Harsh Thakkar :B.com with accounting and finance mgmt. and MBA
FINANCE 2011

Swati Bhattbhatt :B.Sc with maths and MBA marketing 2011

We both are fresher and young entrepreneurs

PRODUCTION AND OPERATIONAL PLAN

MANUFACTURING PROCESS: For Fruits N More…. manufacturing process is

based on the menu list. Each item will have a standardized process of making that
assures similarities every time. The recepies will be prepared along with the chef
who would be employed. A fruit mi menu having fruit mocktails, juices, fruit
dishes, ice-cream delights will be served.
MACHINERY AND EQUIPMENTS:

 Equipments such as fruit mixers, blenders, refrigerators etc are for the
preparation purpose.
 Glasses, serving plates, spoons etc
 Other items such as couches, table, infrastructutre requirements, bar chairs
required.
 2 pool tables.

SUPPLIERS: Local fruit sellers. We tie up with 2 or 3 fruit sellers to maintain

quality and reduce cost. Supply schedule will be on weekly basis.

TECHNOLOGY UTILIZATION: A software setting which enables order taking

and display to the chef in kitchen is required. A digital menu card for the café is
also required.

CAFÉ DISPLAY: The kitchen would be in build up in basement with all the
required necessities. The basic display of the café would be of two rooms. One is
for the actual fruit bar and sitting arrangements. While second room will be “THE
ROOM OF FUN” which will have 2 pool tables for customers to enjoy the game
and spend quality time with inmates.
MARKETING PLAN

 SITUATION ANALYSIS:

Background of Venture:

SWOT Analysis:

 MARKETING STRATEGY
a. Price: Premium services at a price that is just perfect to spend.
b. Product: Delicious combinations of fruits and its derivatives themed
by experts so customers enjoy the fabulous world of the nature’s best
gift.
c. Promotion: The promotion would be done through medias such
banners and hoardings, Local radio channels. Prelaunch research will
also be carried in full swing in corporate houses and universities
which will create some inquisitiveness and hence a prompt response
on launch of Fruit N More….

Thus the marketing strategy of Fruits N More…. will focus on the solution
that combines

the three aspects i.e Health, Fun and Space.

 MARKETING GOAL: To build up a brand that becomes synonymous to

FRUIT.
ORGANIZATIONAL PLAN:

A. FORM OF OWNERSHIP

It’s a partnership firm based on 1932 act where profits –loss ratio will
be 1:1 .

Both will contribute 5 lac each as capital.both are also the full time
employee of the firm.

B. Identification of partners or principal shareholders:

It’s a partnership firm based on 1932 act where profits –loss ratio will
be 1:1.

Both will contribute 5 lac each as capital. Both are also the full time
employee of the firm.

C.Authority of partners:

Harsh Thakkar will handle all the fiancé fuction and suppy chains

Swati Bhattbhatt will take care of daily operations and marketing

fuctions.

This is only a prima phase distribution otherwise both are free to take
any decisions with each other permissions.

C. Roles and responsibilities of members of organizations:

Harsh Thakkar: finance mgmt

Daily cash mgmt.

Supply chain and mainly inventory

 Swati Bhattbhatt: marketing

Human resources

Operations

Chef: innovate dishes on the time basis

Assistant: Will help the chef to make dishs

On the floor service boy takes care of current customers .

Assessment of risk

 Evaluate weakness of business:

New concept:

Not experience in the field:

Notional fiancé problem:

Etc are the weakness of this business:

 New technologies:

As such we are not into the technology business but we use some of this.

We require the two personal computers for order recording and same to be
display on the down floor where actual order will be made. Apart from this
manage of inventory and daily income and exp recording it requires to build
the software with the help of professional

Digital menu display

Music system

Audio system

Led tv are the technology to run our business more effectively and
efficiently
FINANCIAL PLAN:

Finance is the life blood of any business so as fruits and more..as far
as finance part is concern is not too complex..In the next few pages
we have try to explain the various sources of finance and where they
are to be used. Talking in to consideration of various fixed and
variable expanses and projected sales and other miss revenues …
How the business will look from the finance point of view..is tried to
explain below..

SALES REVENUES(365days, 150 avg.customers) 1st year

Fruits n more main products 150*75*365=4106250

Music on demand 30*15*365=164250
Pool tables 2000*365=730000
Gift packets 1000*365=365000
Party orders 150000
Total expected revenues 55155500
 Fixed and variable expenses

Rent 45000*12=540000
Salary of partners 25000*2*12 600000
Salary of staff:40000*12 480000
Electricity bill 10000*12 120000
Basic R/M cost 500000
Dep. 300000
Other maintance 100000
Int on bank loan 147500
Int on capital provided by 100000
partener
Miss exp 52500
Total 2900000

Total profit=sales revenue-exp.

5500000-2900000=2600000

Sources of fund Amt. Application of fund Amt.

Capital_Harsh 500000 DEPOSIT 200000
Capital_Swati 500000 FURNITURE 500000
Bank loan 1000000 GLASSES,BOWL 200000
S ETC
ACs AND LED TV 180000
computers 40000
Pool tabels 60000
software 60000
Interior assets 200000
refrigtor 60000
Sofs,tables etc 200000
Music system 50000
inventory 100000
cash 90000
Total 2000000 Total 2000000