Business Plan:

Executive Summary??

Industry Analysis

In the food industry, there are many different types of competition. Many restaurants in Lahore
have similar services and products to offer. These restaurants provide a diverse range of services,
but none of them focuses on providing home-cooked, healthy food at a reasonable price. The
food industry has grown significantly in the last decade, owing to a larger customer base and a
greater variety of foods at attractive prices.

Industry Structure

The industry structure is strong yet fragmented since there are a number of homebased
businesses but since, we are entering the health conscious industry, the chances of success are
higher as the industry is not well structured in Pakistan and needs massive improvement keeping
in mind the fact that there are only selective businesses dealing in healthy products.

Key Success Factors

Majority of the home based food startups are not concerntrating on this particular health
conscious sector of consumers and the ones who are catering to this sectors are charging
premium prices for the food items. FoodVilla is determined to provide their customer with high
quality, freshly home made food items at a reasonable price.

Industry Trends

The industry trends are as follows:

 Gluten free
 Health conscious
 Dietary
 PCOS friendly
 Diabetes friendly
 Affordable yet tasty.
Long-Term Prospects

The growing e-commerce in the food industry is one of the significant factors which is expected to drive
the demand for home based food startups and will help this industry to grow.  Furthermore, rising per
capita income and increased exposure to global trends are boosting the overall food industry, which is in
turn boosting the home-based food industry. Currently FoodVilla is running on a small scale and
entertaining the customers based in Lahore but in future as the customer base will increase, it
plans to open a restaurant where people can enjoy the freshly cooked healthy food at an
affordable price.

Company Description:

Food villa is a home-based food startup by Dua Asjad and Rida Rafiq. The business is based in
Lahore and running on a small scale. In the Pakistani market as there are not many health
friendly food items available in the market and the already available ones are quite expensive.
Food villa is budget friendly for the customers and the target market includes diabetic people,
diet conscious people and people who are generally concerned about what they consume. Food
villa provides diet friendly sweet and sour dishes to the customers so that they can maintain their
diet while eating delicious and healthy food at a competitive price and this makes the product
scope high for food villa.

Company History

It all began when the company's two CEOs were paired for a Small Medium Enterprises project.
One had a long-standing passion for cooking, while the other had a strong interest in baking and
marketing. The two decided to give their passions a vision and start a business that they could
both nurture.

Mission Statement

The mission of food villa is as follows:

“To provide safe, nutritious and healthy food to diet conscious people”.

The market trends are now changing as the people are becoming more health conscious. Food
Villa will cater to the customers with specific nutritional needs and provide them with health and
diet friendly food that will not only look good, but it will also taste good!
Products:

FoodVilla Offers following food items in their menu:

Starters Price
Potato Wedges 450
Garlic Bread 400
Honey Glazed Wings 500
Vegetables Soup 450
Humus with pita bread 500
Steamed Dumplings 500

Main Courses Price

Chicken Chilli Dry 600
Shawarma Salad 700
Pasta 650
Chicken Burger 550
Chicken Sandwich 550
Grilled Chicken 600
Tortilla Wraps 700
Fish & Chips 1000

Sides Price
Air Fried Fies 200
Mashed Potatoes 200
Garlic Rice 300
Caesar Salad 500

Desserts Price
Banana pancakes 350
Guilt free cupcakes 500
Guilt free brownies 500
Waffle 500
Sugar free chocolate mousse 500
Coconut Cookies 500
Fruit Delight 500

Drinks Price
Fresh Fruit Juice 250
 Sugar free coffee 200
Sugar free tea 100
Kava 120

Current Status:

FoodVilla is operating since Feburary, 2021. The company has made its online presence on
Instagram with the username foodvilla_pk, as it is a small startup therefore it will take sometime
to expand its customer base. It is currently in the early stages of operation. The company has
been able to attract some customers, which is assisting in the brand's growth. The company's
sales are gradually increasing. In order to raise brand awareness, the company has also partnered
with a few bloggers. Customer feedback is also positive, which contributes to the company's
overall good reputation.

Legal Status & Ownership

This is an online business model based on direct selling. The brand is currently owned by the two
CEOs- Rida Rafiq & Duaa Asjad, who collaborated on a project that grew into a successful
business. Both of the partners has decided to share the profit from the revenue by an equal
percentage. Since it is a small scale business that just has started months ago therefore the
trademark of company is not registered yet.

Market Segmentation & Target Market:

Market segmentation is the process of dividing the market into smaller categories in order to
cater the needs of the customers according to their preferences. FoodVilla has segmented its
target audience into following segments.

Demographics Segmentation:

FoodVilla provides its customers with healthy food at an affordable price. The existing brands in
the market are targeting the same segment but with high prices however, foodVilla has made its
products in the reach of high income group to middle income groups. FoodVilla has a health
friendly menu that means that people of any age group can order from FoodVilla.

Psychographic Segmentation:
The consumers consumption trends have changed immensely over the years and now people are
shifting towards healthier lifestyle. They have significantly started reshaping their eating habits
as well. Therefore, upon realizing this opportunity Foodvilla has tapped to the segment of health
conscious people and designed a health friendly menu.

Geographic Segmentation:

FoodVilla is a startup based in Lahore, the market is highly concentrated as there are many other
home based startups. The business was established in Covid-19 Pandemic as people has started
ordering home cooked meals quite often. FoodVilla considered this as an opportunity and sticked
to its health friendly menu and catered the customers based in Lahore.

Buyer Behavior:

Health consciousness among consumers has increased over the years and that has compelled the
food businesses to shift towards healthier food options. FoodVilla caters to the customers with
specific nutritional needs and provide them with health and diet friendly food that will not only
look good, but it will also taste good! Buyers tend to prefer food that would satisfy their craving
without affecting their health and that too in an affordable price. Since, menu of FoodVilla is
economical on the budget of their customers therefore buyers would prefer to order from
foodvilla over any other competitor. Furthermore the particular health conscious segment of
consumers prefers gluten free meals and low sugar in their meals, so in order to cater that
FoodVilla uses gluten free products while preparing the food and stevital is used instead of
sugar.

Competitor Analysis:

There are few competitors that are also home based businesses and targeting the health conscious
consumers. The main competitor is body by butter,

Body by Butter:

It is a home based startup that targets low carb, high fat diet food that is essential for a healthy
lifestyle. Body by Butter is in the market for quite a long time and has increased its customer
base over time. Body by butter are targeting health conscious consumers but they are charging a
premium price for their products and charge 300 delivery charges from their customers.
Whereas, Food Villa has kept their prices economical and charge 200 for delivery of food items
at their doorsteps.

The other competitors include diet by design, gluten free by Ruby, diet 360 and British slimming
center.

Economics of the Business

The business will be initiated by the capital invested by the founders.

Revenue drivers and Profit Margin

The revenue drivers will be our marketing strategies and packages.

Start-up costs

The startup cost will be 15000 for the business.