Business

Plan
Executive summary

Company overview
Business structure
Nature of the business
Industry
Vision, mission, and values
Background information
Business objectives
Team

Market analysis
Market size
SWOT analysis
Competitive analysis

Products and services

Customer segmentation

Marketing plan
Price
Product
Promotion
Place

Logistics and operations plan

Suppliers
Production
Facilities
Equipment
Shipping and fulfilment
Inventory

Financial plan
Income statement
Balance sheet
Cash-flow statement
 Executive Summary
Theme restaurant” is the uprising concept in the restaurant industry, it is the restaurant in

Which we set the themes as per current trends just like movies (Batman, Spider Man, Joker ,
cartoon serials (chota bheem, Cadbury Milk ki dunia etc), games (Call of Duty, GTA) and
Sports theme and etc. We will also going to get sponsors, film makers, drama makers and
different others who want to promote their films, drama serials through theme restaurants
which will also boost our sales and attract audience. We have done survey from different
people and places and by help of which we decided our location and different other
strategies. So we decided to choose Sea View for our restaurant. Since our business idea lies
in restaurant industry and result of our survey is in our favor so our expected growth will be
positive. Initially we have designed our business to cater Karachi’s market; later on we will
expand our business if we get satisfactory responses. Although there is a tough competition
in this industry but at this time there no restaurants works with Theme restaurant concept.
By using different tactics and strategies that we have mentioned in this report, we will strive
to achieve our business goals. The nature of business will be based on partnership and we
will not take loan from banks and investment sectors although we are going to invest in our
business from our savings, and financial support of our family and friend support
Business Plan

Company overview
Food is the only element that can never be end in the entire world, you will found foodie people

Everywhere in the world who loves to eat and when they found amazing food with splendid his is
something call a jackpot for them. Karachi is the mega city of Pakistan where food is the second
best essential for the people of Karachi. If we observe the quality food demand in Karachi, people
are highly attracted towards the hotel-in as well as the good environment of restaurants for
enjoying their meal with hygiene. At this time in Karachi we have many of restaurants where
people go and enjoy the foods and environment. We have a vast amount of customers who come
to restaurants with family and friends to enjoy foods and atmosphere even restaurants can also be
the good place f o r official meeting also. The food industry is considered to be the second
highest market in the Pakistan, due to the increase in demand of restaurants foods. In result the
restaurants industry is growing up rapidly. Mostly people come and enjoy the food with friends
and family to spend the quality time in this busy world with them because of fresh and peace full
environment of restaurant. In the different countries, we see that they have own theme restaurant
but they have follow their own theme according to their culture and environment. In Pakistan we
all know that we follow all the countries food like Pakistani foods, Indian, American, Chinese,
Singaporean and many others foods. That is what clicks in our minds and then we decided that
we will introduce a new concept in Karachi, “Theme Restaurant” for our people who will come
and enjoy the food and atmosphere in a very new unique way. Our venture is unique for every
single person because we follow different themes through the trends as we know that, mostly
people love “Harry potter” or Games such as “game of throne” and same for other series. So we
determined that, we will introduce such themes for our customers. They will come and enjoy the
whole environment and foods. We know about the craze of Cricket in our Country and we know
that how people take interest towards PSL, World Cup (Cricket, Football etc.) Hence our
management decided that our first theme is for the crazy cricket people for Pakistan. People will
come with families, friends and enjoy the theme of world cup and other themes which we will be
introduced in future.
  Business Description:

Our business is based on theme restaurant. Basically we have experienced many restaurants in our city and
we have enjoyed the food as well as the ambiances. The basic purpose of this new startup is to “fill the gap
in the market of restaurants” which we have observed through our survey which we have conducted. In that
survey we have rotated an unstructured questionnaire and asked questions regarding our business idea. The
people of Karachi are crazy to follow the trends. So, we are introducing “Theme Restaurant” in which we
will provide a great ambiance to the prospects according to the present trend. Our target market will be
middle class, middle upper class and upper class, especially, those who are active in market and know about
every trend and those who have passion to experience different foods and new places for its inner peace.

We will present excellent environment in the form of “Theme Restaurant”. In early phase, we will be
launching only 2 themes at a time according to the following trend in our city while we will be changing
those themes gradually. The prospects will be able to make reservations online.

 Vision Statement:

“Aspire to offer delightful foods in exclusive environment all over the Pakistan”.

 Mission Statement:

“Make amazing food, offer warm welcoming service, give back to the neighborhood, run an efficient,
profitable business, make our place a better for both our customers and ourselves”.
Business Plan

Market Analysis:

The market can be divided into two market segments, families and individuals. Families will
comprise the majority of dinner time business with individuals making up the majority of lunch time
business.

Our restaurant will be operating within the fast-casual niche of the restaurant industry. They will be
competing against other segments within the industry such as fast food as well as more traditional sit down
restaurants.

 Target Market Segment Strategy

Our restaurant will be focusing on families and individuals for several specific reasons. Most dinner service
is for families.

As more households become two income families, the adults have less time to prepare meals. Going out to
dinner eliminates the need to prepare a meal and offers time to catch up with each other.

The lunch business is driven by individuals. Many go out to lunch to get out of the work setting. Others have
business meetings at lunch. This creates a large market of potential customers that is especially attractive.

 Market Segmentation

The market has been segmented into two distinct groups.

Families: forecasted to contribute 67% of the dinner time revenue.

 Have 2.4 children

 >$50K in household income
 67% have an undergraduate degree
 26% have graduate level coursework
 Go out to eat 1.6 times a week
 Dinners out are used as a meal replacement since neither parent has time to cook a meal at home
  Sophisticated families that live within three miles of the site

Individuals: comprise 69% of the lunch time revenue.

 Ages 19-47
 Individual income average is $36,000
 72% of the individuals over 23 have an undergraduate education
 Eat out 2.3 times a week
 Young professionals that live near the location
 Shoppers who patronize the nearby high rent stores

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 Service Business Analysis

Our restaurant operates within the large restaurant industry. While the industry has its upswings and
downturns, the variance is less than the economy itself. People need to eat, they can eat in and save money,
but the convenience of dining out creates a significant incentive. This is not to suggest that restaurants are
recession proof, they are less affected by the general state of the economy.

Within the restaurant industry there are several different segments:

 Fast food: McDonalds, Burger King

 Pizza: delivery and dine in
 Buffets: all you can eat
 Lounges: combining food and alcohol
 Fine dining: typically, at the highest price point
 Fast-casual: combination of fast service and sit-down dining

Our restaurant operates within the relatively new fast-casual segment. This segment has grown in response
to the increased need for quality food, in a sit-down environment, but with fast service. This is a recognition
that many of the customers are dining out because they do not have the time to cook themselves.
 .

SWOT ANALYSIS

Here’s an example.

 Strength:
The strength of our service is “Differentiation”, “Price”, “Unique
theme” as well as we are the “Trendy” follower in the market. The
service is relatively new in the market.

 Weakness:
The main weakness of our services is the “Reinvestment in assets”.
“Large cost incurred” as well as “High competition in the market of
restaurant.

 Opportunity:
The main opportunity of our service is that nation and foreign
“Sponsor’s interest towards marketing” for its movies, dramas,
theater, cartoon and etc.

 Threats:
The restaurant market of Pakistan is massive because of which the
threats of “new entrants” and our many “competitors” are already
present in the market.
Competitive Analysis:

COMPETITORS ANALYSIS (Porters):

1) Threat of new entrant: -

We assume that there will not be any competitors for initial 4 months
but gradually new startups with new interesting ideas can takeover, as
different trends are emerging with the development of the industry.

2) Bargaining Power of Suppliers: -

We are purchasing the raw material locally, so here bargaining power of suppliers is
low.

3) Bargaining Power of Customers: -

Bargaining power of customer is high because there are plenty
of local restaurants available which are in trend and very
famous for their ambiance and food.

4) Threat of substitute: -
Since, we are unique, so there is no threat of substitutes in the market.

5) Competitive Rivalry: -
No competitors in the market yet because we are the sole company
which is providing this kind of experience.
Products & Services:

 Product & Services

To initiate any venture there is one basic thing which we have to
enlighten is about the product and services which we are going to
offer. As our concept is about theme restaurant which lies in
restaurant industry due to which we will offer both services and
product too, products in the sense variety of foods which will be in
our restaurants. We will provide the environment of our restaurant
according to the specific event like (Cricket world cup, PSL, FIFA),
famous movie series, drama serials and etc.

Customer Segmentation:

 Market Segmentation:
 Geographic Segmentation:
• Country: Pakistan.

• City: Karachi.

• Density: Urban.

Demographic:
• Gender: male and female

• Income: 30 K and above.

Physiographic:
• Middle Upper, Upper Lower and Upper Middle

Behavioral:
• Occasion: Vacations, Eid, Diwali, etc.

Targeting:
• Our target audience will be youth, students, Middle Upper, Upper Lower
and
Upper Middle. Primarily, we will only focus on Karachi as our
target market, later on we will move to other cities.

 Positioning:

The motive of our idea is to provide unique and attractive concept in the field of
restaurants. And our tagline to set positioning as is:
“Keep the Uniqueness”.
 Marketing Plan:

Price Pricing is the very important element in every venture. Our

01 pricing strategy will be “Skimming Price” and the food we are going to
provide will be totally hygienic and quality assurance department will
check time to time. We are going to set price by doing research on our
target audience and after doing research on hotel industry. Our idea is
unique so skimming pricing help our venture to maximize profits on
early adopters before dropping prices to attract more price- sensitive
consumers. Rather than price we will also have entry tickets about Rs
200 per head and if people will be more than 5 so entry tickets will be
Rs100 per head. We will also give discounts offers on different events,
occasions etc. We will also give student offers through which we will
be able to attract our youth.

Product to initiate any venture there is one basic thing which we

02 have to enlighten is about the product and services which we are
going to offer. As our concept is about theme restaurant which lies in
restaurant industry due to which we will offer both services and
product too, products in the sense variety of foods which will be in
our restaurants. We will provide the environment of our restaurant
according to the specific event like (Cricket world cup, PSL, FIFA),
famous movie series, drama serials and etc.
03 Promotion is the back bone of any successful business. If
anybody has a brilliant idea but they do not have promotion and
marketing tactics so they cannot meet their expectations, they will not
be able to capture their target audience. We will promote our venture
through social media marketing (Facebook, Instagram, Twitter,
blogger sites etc.) And we will also d advertisement through billboards,
hoarding boards and different other mean of communication.

04 Place The location we have chosen for our restaurant is Sea view. It is the most suitable
place for our business because people visit there for entertainment with their families, friends.
Our target audience will be upper and middle class but our main focus will be on Upper class
because they can afford.
 Logistics & Operations Plan:

01 Suppliers: Raw material will be purchased from the local suppliers which will be stored in
the cold Storage of the restaurant, that raw material will be converted into dishes and will be
served to the customers.

02 Production: “Just-in-time”
Food will be prepared at the time of order except those dishes that
need more time for preparation.

03 Facilities: It includes all the activities like, food preparation, after sales services,
cleaning, procurement of raw materials, keeping book of accounts, feedbacks from the
customers, etc.

04 Equipment: After introducing the concept of our venture and become well known in the
field of restaurants we will gradually adopt different product development strategies and
going to come with other strategies according to our requirements which will boost our sales
and attract new customers

05 Shipping and fulfilment: “Cross-docking”

All the suppliers will deliver the raw materials directly to the restaurant. Except grocery
which will be purchased by ourselves

06 Inventory: “ABC Storage”

The raw materials like vegetables, fruits, meat and beverages will be stored in the cold
storage house of the restaurant, while the grocery will be stored in the kitchen.
 Financial Plan
.

Income Statement:
Balance Sheet:
Assets - Liabilities = Equity.
Cash-Flow Statement:
  Conclusion:

Food industry is highly growing in Pakistan and so restaurant is one of the profitable sectors. According to
annual report of Pakistan, the division accounted for 2.7 percentages, equivalent to $7.6 billion of the
country’s GDP in 2016. Its share is forecast to increase 5.1 percent in 2017. Our market research predicted
that the market will keep expanding each year which shows that it’s highly favorable to invest in restaurant
industry. Our business idea will give a platform where people can visit with their families, friends and not
just experience tasty food but also enjoy their meal in very unique and creative ambiance in the form of
different themes.