B Plan Happy Tiffin

VICTORIA UNIVERSITY
Business Plan- Happy Tiffin

ASSIGNMENT-3
RONAK PUROHIT- 4111546 RESHMA REHMANROHIT JOSHI-3876450 AVNEET KAUR-4115588

Executive Summary....2 Mission, Goal & Objective..3 Startup summary..4 Business Detail..5 product & services...5 Organizational Chart..7 Management & ownership8 Why Happy Tiffin...10 Risk Management..13 legal considerations....14 Operations .15 Sustainability plan.16 Strategy18 market research.19 market strategy..22 S.W.O.T......25 The Finance..28 References.32 APPENDIX.34
Table of Contents
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Page 1

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 Ronak Rajpurohit, Rohit Joshi, Reshma Rahman and Avneet Kaur as a partnership business. Ronak has 5 years experience in food service industry, as he was working in the restaurant in Delhi- India. Rohit has 3 years experience in operation Reshma has 4 years experience in sales and Avneet 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. Rohits existing contacts with local social and community groups, and Ronak'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 dont 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.
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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.
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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 contractors 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
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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 finalise 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 Corporate Catering Service
Description Lunch & Dinner Menu and price will fix
Price Rs 70/- each
Catering Service
according to the clients choice Menu and price will fix
Per
100
dishes
and selected menu Minimum 50
Birthday Specials
according to the clients choice
dishes and as per selected item
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Menu and price will fix according to the clients choice Canteen Services Lunch &Dinner Anniversary Specials
Minimum dishes Rs 70/- each
70
VAT (Value Added Tax) :
According to AP VAT Act, 2005. Section 4(9)(d), Other than Hotels and Star Hotels category iii ( Restaurants, eating places ), responsible for collection of VAT from the customers at the rate of 5% on the value charged in the bills whose turnover during the year is less than Rs. 1.50 crore. So we will be adding the 5% in the total bill for the customer. 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.
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Organisation chart:

Ronak (Director/Finance Manager)
Rohit
Reshma (Sales Manager)
Avneet (Marketing Manager)
Cherie (Operation Manager)
Manage the outsource website developer
2 Chefs
1 Cleaner
7 Delivery Boys/Drivers
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Management & ownership
Initially there are four members in the management team. And they are the owners as well. Ronak Rajpurohit, Rohit Joshi, Resham Rahman and Avneet 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. Ronak will be taking care of finance and as he has 4 years experience in food industry he will be the director. Rohit will
manage operation. Reshma will be handling sales and web site maintenance. Avneet will be paying attention to marketing and delivery of food. These three people will be directly reporting to Ronak. 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. Ronak has 5 years experience in food service as he was working with his uncle in the restaurant. Reshma and Avneet 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. Rohit 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; Rohit and Reshma will be handling the lunch time including prep work and menu planning. And Avneet and Ronak will be taking care of the dinner time. It will keep rotating on weekly basis. Ronak and Rohit will be hosting majority of the parties. Ronak and Rohits existing contacts with local social and community groups, and Ronaks 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/
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Key personnel
Current staff Job Title Finance Manager
Name Ronak Rajpurohit
Skills or strengths Master in Accounting and finance. 5 years experience in food industry Bachelor of business
Operation Manager
Rohit Joshi
Administration. 3 years experience in operation.
Sales Manager
Reshma Rahman
Bachelor of commerce. 4 years experience sales field. Bachelor of commerce. 4 years experience on marketing.
Marketing Manager
Avneet Kaur
Required staff
Job Title Chef
Quantity 2
Skills necessary At least 2 years experience.]
Cleaner
At least 6 months experience. At least 2 years
Delivery boys. Drivers 7
experience and should hold valid driving 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
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be recruiting people who has educational qualification and experience in the similar field. We will be collecting copy of drivers 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
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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. 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 Workmens Compensation Act, 1923 which will the employees will be provided insurance against any harm That can help us to increase our clientele from different
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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 Operational risks involve operational risks related to fire and injury to employees at the premises Likelihood Likely Impact High Strategy Happy Tiffin will ensure that the operational risk related to fire and injury is 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 sprinkler detectors system and to
minimize damage in case of fire. Strategic risks - strategic risks involve changing of menu, price fluctuations or
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In order to avoid this risk, Likely Medium Happy Tiffin will arrange for gathering and analysis
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quitting of a chef which is

of most
customer
data
to
viewed negatively by the customers
determine which items are 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 rate and
unemployment
high inflation which will ultimately curb spending of people on ordering meals. CPI inflation in India was 9.39% in April while it was 10.39% in March (Reuters, 2013). Unemployment on the other hand is expected to reach 9.4% this year against 9.3% in 2012
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This economic risk can be Highly likely High managed by offering low priced food in the menu at Happy Tiffin.
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(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 tiffins 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 price (AUS) Vehicles Cooking Utensils Stoves Computer and software 22-Jan-2013 5-Jan-2013 5-Jan-2013 17-Feb-2013 12000 20000 2000 400 Running cost (INR) 1,000/day 700/day -
Inventory Inventory item Unit price (INR) Rice (kg) Pasta (kg) Spices (g) Cooking Oil (litre) 50 22 32 40 Quantity stock 100 10 40 65 in Total cost (INR) 5,000 220 1,280 2,600
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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 websites 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.
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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). Page 17
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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 heating and increase efficiency cooking Generating Solid Waste: Reduce solid waste generation by using recycle packing. Water Pollution: Reducing water pollution by using filters. Water emission: Reduce water usage by 60-70% 4-6 months 4-6 months
40% less
60%
2-4 months
60-70%
4-6 month
increasing efficiency
Market research
We used questionnaire to analyze market, we did research by interviewing 20 people working in different corporates in Gurgaon.
NAME
QUALITY VALUE FOR MONEY SERVICE MENU SELECTION PORTION SIZE MENU SELECTION MENU VARIETY
Rajiv Sharma and Sonia Malik Tushar padalkar and Shalini Grover Rosy marry and Gaurav Malhotra Neerja Chawla and shagun sood Gushlan madan and Ramkrish an tandon Rahul Tomar and Ha
FAIR
GOOD
AWFUL
POOR
FAIR
FAIR
NA
GOOD
FAIR
GOOD
GOOD
AWFUL
GOOD
GOOD
FAIR
FAIR
GOOD
FAIR
GOOD
FAIR
AWFUL
FAIR
FAIR
FAIR
AWFUL
FAIR
GOOD
FAIR
GOOD
FAIR
FAIR
FAIR
GOOD
FAIR
GOOD
GOOD
FAIR
FAIR
GOOD
FAIR
GOOD
FAIR
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Dhiyanes waran Harsh Aggarwal and Goel Nitin bhaskar and Jai GOOD anil GOOD

GOOD GOOD FAIR GOOD FAIR GOOD
GOOD
GOOD
GOOD
FAIR
GOOD
FAIR
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 its 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 its 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,
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 its not healthy, considering all above we offered our tiffins service its completely homemade food, healthy, fresh, hygienically prepared, full of nutritions 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 ie Gurgaon, private
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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 its worth they dont 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.
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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 to follow 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 todays 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
Avneet 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 customers 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
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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 sales (%)
of Advantages
Internet
Meals for lunch and dinner.
70 %
These
are
easy,
convenient and fast Door step delivery Shop front Telephone Snacks for small gatherings to use in a hectic schedule.
S.W.O.T. analysis Strengths Reputation in Marketplace. Homemade food Enriched with nutritions Fresh and healthy High supply radius In House kitchen Weaknesses Fragmented market Scattered Players Largely unorganized segment Lack of awareness among
consumers
OPPORTUNITIES Well established position with
THREATS Difficulty convincing cost-
a well-defined market niche.

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conscious consumers to spend on quality in home catered meal.

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Increase number of working
couples who dont have time to cook meal. Growing interest in healthy,
Growing cost of employee
benefits which contributes to increased product prices. Competition from restaurants
organic ingredients. Growing number of consumers
offering home or business. Indirect competition from
opting to eat in. Growing demand for high
expanded takeout sections at local grocery shop.
quality takeaway food. Increased demand for business
catered. Acceptance of the internet as a and customer service
marketing 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
ASSIGNMENT 3
Page 26
Competitor details Competitor

NO. Branch Of Market share Value to customers (%) 35% They serve the best quality of food and dining experience with full nutritional
Established date
Pizza hut
1958
480+
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.
ASSIGNMENT 3
Page 27
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.
ASSIGNMENT 3
Page 28
Startup cost Table:START-UP COSTS

Cost ($)
$100 $150 $300 $500 $12,000
Registrations Business name Licences Permits Domain names Trade marks/designs/patents vehicle More Membership fees Accountant fees Rental lease cost (Rent advance/deposit) Utility connections & bonds (Electricity, gas, water) Phone connection Internet connection Computer and software Wages Stock/raw materials Insurance Building & contents Business assets Business revenue Printing Stationery & office supplies Marketing & advertising More Total start-up costs
$500 $2,000 $300 $10 $10 $400 $2,000 $10,000 $1,500 $1,000 $25,000
$100 $1,000 $56,870
ASSIGNMENT 3
Page 29
PROFIT & LOSS FORECAST

Sales less cost of goods sold More Gross profit/net sales Expenses Accountant fees Advertising & marketing Motor vehicle expenses other occupancy cost inventory Insurance Income tax website Wages (including PAYG) More

1,96,000
[Year 1]
[Year 2]
$696,000
[Year 3]
$936,000
Year 1 $0
Year 2 Year 2 $696,000 $936,000
$500 $2,500 $10,600 $17,115 $88,000 $4,200 $300 $32,860 $3,548
$1,000 $2,750 $15,100 $23,435 $225,000 $4,900 $122,061 $400 $52,600 $4,632
$1,100 $3,600 $17,880 $27,300 $331,000 $5,400 $161,984 $450 $61,700 $1,620
Total expenses NET PROFIT
$159,623 -$159,623
$451,878 $244,122
$612,034 $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.
ASSIGNMENT 3
Page 30
Current assets Cash Petty cash Inventory Fixed assets Leasehold Renovations/improvements Furniture & fitout Vehicles Equipment/tools Computer equipment More Total assets Current/short-term liabilities Income tax assets purchase expense Long-term liabilities vehicle purchase on loan More Total liabilities NET ASSETS
BALANCE SHEET FORECAST

[Year 1]
$3,000 $630 $10,000 $25,000 $1,000
[Year 2]
$244,122 $0 $13,000 $20,000 $1,100 $1,000 $1,000 $10,800 $300
[Year 3]
$323,966 $26,000 $30,000 $1,200 $2,000 $14,800
$12,000 $400
$52,030
$0
$291,322
$122,061
$397,966
$161,984 $10,000 $4,000
$0 $52,030
$122,061 $169,261
$175,984 $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 wont be paying tax for the first year and for the 2nd year and third year we would be paying 30% of tax.
ASSIGNMENT 3
Page 31
References
Davies, T., & M. Konisky, D. (2000). Environmental Implications of the Foodservice and Food Retail Industries. Washington: Resources for the Future. Industry Directions, I. (2000). Managing Business Risk in the Food and Beverage Industry. California: Sage. Read, K. (2012). Using Knowledge Mobilization to Raise Awareness and Understanding about the National Student Food Charter. Food Security , 1-11. Reuters, 2013. CPI inflation slows to 9.39 percent in April, New Delhi: Reuters. Tejaswi, M. J., 2013. Unemployment rate in India to go up: Kelly Services, The Times of India. Gurgaon Map. 2013. Gurgaon Map. [ONLINE] Available at :http://www.mapsofindia.com/maps/haryana/gurgaon.htm. [Accessed 02 June 2013]. Delivery Restaurants in Gurgaon - Zomato. 2013. Delivery Restaurants in Gurgaon - Zomato. [ONLINE] Available at :http://www.zomato.com/ncr/restaurants/gurgaon?category=1. [Accessed 02 June 2013]. Restaurants in Gurgaon | Local Restaurants in Gurgaon - Food Online. 2013.Restaurants in Gurgaon | Local Restaurants in Gurgaon - Food Online. [ONLINE] Available
at: http://justeat.in/gurgaon-restaurants. [Accessed 02 June 2013]. National Restaurant Association of India. 2013. National Restaurant Association of India. [ONLINE] Available at:http://www.nrai.org/ind_updates.asp?id=4. [Accessed 02 June 2013]. 2013. . [ONLINE] Available at: http://www.caalley.com/art/art12_0218.pdf. [Accessed 02 June 2013].Census, (2013). Population of India: Gurgoan population , indiaonlinepages.com. 2013. . [ONLINE] Available at:http://www.indoanlinepages.com/population/gurgoan-population.html. [Accessed 02 June 2013]. Delhi capital. Customers demographics,delhi-location. Gurgaon customer demographics://www.delhicapital.com/delhi-locations/gurgoan.htm
Cesus, (2011). Analysis 225 district gurgaon/ analysis-
http://www.census2011.co.in/census/district/225-gurgaon.html laura lake,(2012).To developmarketinstrategy., prehall.com. 2013. prehall.com. [ONLINE] Available at:http://www.prehall.com/marketing/armstrong/3818701p1-33.pdf. [Accessed 02 June 2013].http://www.ibef.org/download/PizzaHut.pdf Kfc Swot Analysis - Term Papers - Michaelrosslee. 2013. Kfc Swot Analysis - Term Papers Michaelrosslee. [ONLINE] Available at:http://www.studymode.com/essays/Kfc-Swot-Analysis193361.html. [Accessed 02 June 2013].
About Us :: McDonalds India. 2013. About Us :: McDonalds India. [ONLINE] Available at: http://www.mcdonaldsindia.com/aboutus.html. [Accessed 02 June 2013].
ASSIGNMENT 3
Page 33
APPENDIX:-
Cash out
Inventory (Stock)
Stock purchases Other Cost of Goods

Total Cost of Goods General & Administrative $0
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,0
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$9,000
$10,
Accounting/Legal/Consultant fees Office Supplies License fees Business insurance Etc.

Total General & Administrative Marketing & Promotional $30
500 30 30 30 30 30 30 30 30
1,500
$2,030
$30
$30
$30
$30
$30
$30
Advertising Promotion - General Promotion - Other

Total Marketing & Promotional Operating Expenses $0 $1,000 $0 $0 $500 $0 $0 $0
1,000
500
Newspapers & magazines Laundry/dry cleaning Cleaning & cleaning products Equipment hire Etc.
Total Operating Expenses
4 30 40
4 30 40
4 30 40
4 30 40
4 30 40
4 30 40
4 30 40
4 30 40
$74
$74
$74
$74
$74
$74
$74
$74
Motor Vehicle Expenses
Fuel Vehicle service costs Tyres & other replacement costs
500
500 150
500
500
500 150
500
500
500 150
1,500
ASSIGNMENT 3
Page 34
Insurance
Total Motor Vehicle Expenses Website Expenses

2,000
$500 $2,650 $2,000 $500 $650 $500 $500 $650 $
Domain name registration Hosting expenses etc

Total Website Expenses $0 $300 $0 $0 $0 $0 $0 $0
300
Employment Expenses Permanent
Salaries/Wages PAYE Other - Employee Benefits work cover insurance Recruitment costs
Total Perm. Employ Exp
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,500
2,5
30
30 700
30
30
30
30
30
30
$2,530
$3,230
$2,530
$2,530
$2,530
$2,530
$2,530
$2,530
$2,
Occupancy Costs
Electricity/Gas Telephones Rent Repair & maintenance Waste removal Water Etc.
Total Occupancy Costs
150 40 1,000
175 40 1,000
200 40 1,000
225 40 1,000
250 40 1,000
275 40 1,000
300 40 1,000
325 40 1,000
1,0
30 70
30 70
30 70
30 70
30 70
30 70
30 70
30 70
$1,290
$1,315
$1,340
$1,365
$1,390
$1,415
$1,440
$1,465
$1,4
ASSIGNMENT 3
Page 35
2ND YEAR Total monthly cash in

$0 $0 $0 $0 $0 $0 $0 $0
Cash out (record when actually paid)

Inventory (Stock)

Total Cost of Goods
13,000
14,000
15,000
16,000
17,000
18,000
19,000
20,000
21,0
$13,000
$14,000
$15,000
$16,000
$17,000
$18,000
$19,000
$20,000
$21,0
General & Administrative
Credit card commission Accounting/Legal/Consultant fees Office Supplies Business insurance

1,000 32 32 1,700
$2,732 $32 $32 $32 $32 $32 $32
32
32
32
32
32
32
Promotion - General Promotion - Other

Total Marketing & Promotional Operating Expenses $0
1,100
$1,100 $0 $0
550
$550 $0 $0 $0
Newspapers & magazines Laundry/dry cleaning Cleaning & cleaning products Equipment hire Etc.
Total Operating Expenses Motor Vehicle Expenses
5 32 42
5 32 42
5 32 42
5 32 42
5 32 42
5 32 42
5 32 42
5 32 42
$79
$79
$79
$79
$79
$79
$79
$79
Fuel Vehicle service costs
800
800 200
800
800
800 200
800
800
800 200
ASSIGNMENT 3
Page 36
Tyres & other replacement costs Insurance


2,000 2,200
$800 $3,200 $2,800 $800 $1,000 $800 $800 $1,000
$8
Hosting expenses
Total Website Expenses Employment Expenses Permanent $0
400
$400 $0 $0 $0 $0 $0 $0
Salaries/Wages work insurance Other - Employee Benefits

Total Perm. Employ Exp
4,000
4,000 1,000
4,000
4,000
4,000
4,000
4,000
4,000
4,0
50
$4,050
50
$5,050
50
$4,050
50
$4,050
50
$4,050
50
$4,050
50
$4,050
50
$4,050
$4,0
Occupancy Costs
350 50 1,100
350 50 1,100
400 50 1,100
400 50 1,100
450 50 1,100
475 50 1,100
500 50 1,100
550 50 1,100
1,1
35 70
$1,605
35 100
$1,635
35 130
$1,715
35 160
$1,745
35 200
$1,835
35 230
$1,890
35 260
$1,945
35 300
$2,035
$2,1
ASSIGNMENT 3
Page 37
3RD YEAR
Cash out
Inventory (Stock)

Total Cost of Goods
27,000
27,000
27,000
27,000
27,000
27,000
27,000
27,000
$4,000
27,0
$27,000
$27,000
$27,000
$27,000
$27,000
$27,000
$27,000
$31,000
$27,0
General & Administrative
Accounting/Legal/Consultant fees Office Supplies Business insurance Etc.

1,100 33 33 2,000
$3,133 $33 $33 $33 $33 $33 $33
33
33
33
33
33
33
Advertising Promotion - General Promotion - Other Etc.

Total Marketing & Promotional Operating Expenses $0 $1,300 $0 $0 $1,000 $0 $0 $0
1,300
1,000
Newspapers & magazines Laundry/dry cleaning Cleaning & cleaning products Sundry supplies Equipment hire Etc.
Total Operating Expenses Motor Vehicle Expenses
5 35 45
5 35 45
5 35 45
5 35 45
5 35 45
5 35 45
5 35 45
5 35 45
$85
$85
$85
$85
$85
$85
$85
$85
Fuel
1,000
1,000
1,000
1,000
1,000
1,000
1,000
1,000
1,0
ASSIGNMENT 3
Page 38
Vehicle service costs Tyres & other replacement costs Insurance Registrations

220 2,200 2,300
220
220
$1,000
$3,520
$3,200
$1,000
$1,220
$1,000
$1,000
$1,220
$1,0
Domain name registration Hosting expenses etc

Total Website Expenses Employment Expenses Permanent $0 $450 $0 $0 $0 $0 $0 $0
450
Salaries/Wages PAYE Other - Employee Benefits work insurance

Total Perm. Employ Exp Occupancy Costs
5,000
5,000
5,000
5,000
5,000
5,000
5,000
5,000
5,0
50
50 1,100
50
50
50
50
50
50
$5,050
$6,150
$5,050
$5,050
$5,050
$5,050
$5,050
$5,050
$5,0
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
700 40 1,000
1,0
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
30 500
$2,270
$2,2
ASSIGNMENT 3
Page 39

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VICTORIA UNIVERSITY

Business Plan- Happy Tiffin

RONAK PUROHIT- 4111546 RESHMA REHMANROHIT JOSHI-3876450 AVNEET KAUR-4115588

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Product/Service Corporate Catering Service

Description Lunch & Dinner Menu and price will fix

Price Rs 70/- each

according to the clients choice Menu and price will fix

and selected menu Minimum 50

according to the clients choice

dishes and as per selected item

Business Plan- Happy Tiffin

Minimum dishes Rs 70/- each

VAT (Value Added Tax) :

Business Plan- Happy Tiffin

Reshma (Sales Manager)

Avneet (Marketing Manager)

Cherie (Operation Manager)

Manage the outsource website developer

Management & ownership

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Name Ronak Rajpurohit

Administration. 3 years experience in operation.

Job Title Chef

Skills necessary At least 2 years experience.]

At least 6 months experience. At least 2 years

Delivery boys. Drivers 7

experience and should hold valid driving license.

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

quitting of a chef which is

Business Plan- Happy Tiffin

viewed negatively by the customers

determine which items are ordered by the

customers preference for menu before expanding into other areas.

Economic Risk - economic risks involve increased rate and

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Customer satisfaction matching with cost (Industry Directions, 2000). Page 17

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Business Plan- Happy Tiffin

Customer Demographic Profile:

Occupations: Professional (bank or Corporation), Students

Business Plan- Happy Tiffin

Sales & marketing objectives

Unique selling position

Business Plan- Happy Tiffin

Sales & distribution channels

Percentage sales (%)

Meals for lunch and dinner.

OPPORTUNITIES Well established position with