SHAKRAIN RESTORA “Shad Manei Shakrain”

Business Plan
Course Title Entrepreneurship Development
Course Code: MGT - 360
Submitted to: Jafrin Farid
Asst. Professor
Faculty of Business
Administration

GROUP NO : 1
Group Members: ID:

Imran Hossain 062200043

Faysal Ahmed 062200026
Farzana Zaman 062200005
Tofi 062200001

Page 1 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

1.0 Company Overview

1.1 Introduction:

Shakrain Restora is an old town food based company, will operate by group of
people. This company does not exist it will be come recently. It is a single
unit, medium-size restaurant serving healthy, contemporary style food. The
restaurant will be located at Dhanmondi. Company’s main though will be to
known all of the people about old cities different types of food. It will be a
partnership business because it needs a huge amount of money which is not
possible for a single person to provide all of the money. Another thing is
company’s all of the members give their effort and moderate themselves to
improve the company’s position.

1.2 Mission Statement

“Shakrain Restora” provides quality food for the people who value new
taste at cheaper price.

The company's goal is that of a multi-faceted success. Our first

responsibility is to the financial well-being of the Restaurant. We will meet
this goal while trying to consider:
1) The effect of our products on the health and well being of our
customers and our staff.

2) The impact that our business practices and choices will have on the
environment.

3) The high quality of attitude, fairness, understanding, and

generosity between management, staff, customers.

1.3 Description of the Restaurant:

The food service business is the largest industry in the country. The
independent Restora accounts for 15% of that total. This number has been
increasing for the past seven years. In the past five years the Restora

Page 2 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

industry has out-performed the national GNP by 40%. The reasons of

increasing resturent are 1) lifestyle changes, 2) economic climate, and 3)
increase of product variety. For that reason Shakrain will come up its own
style. These Restora come up will enough differentiate climate and food
variation. Actually this Restora provide old city’s famous, known, delicious
food which will be distinct us from others. Not only old town food there will
enough touch of area tradition. Such as Chittagong, Sonargaon, Comilla,
Bogura, Shylet etc. We will keep here different kinds of food which are
famous are their own area. Though in Dhanmondi area there are different
types of restaurant, so competitors will be there. But we are determine our
work and confident about our success because we have differentiated from
others.

1.4 Restora’s strengths and core competences:

Although Shakrain will be anew Restora in the Dhanmondi area but we hope
the restaurant will be successful for some unique features-

1) Shakrain produce totally a new food items with the combination of

other existing item.
2) It works with customers that need which was presently being
neglected.
3) It gives most emphasize on quality as the item, hygienic and
nutritious food.
4) It focuses on customer satisfaction.
5) Shakrain will use innovative idea in the process of producing as well
as marketing its product.

Page 3 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

2.0 Product Overview

Sponch Puding Chira Polau

Page 4 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

Bibi khana Pitha Rui kaklet

Page 5 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

2.1 Description of the product & related service

The Menu:

Shakrain will be moderate sized, and moderate-low priced offering a

collection of old town’s and famous areas of Bangladesh food items with a
common theme -- healthy (low-fat, low cholesterol, natural ingredients),
flavorful, and familiar. Our goal is to create the image of light satisfying and
still nutritious food. There has been an increased awareness of nutritional
and health concerns in recent years and a growing market of people who now
eat this style of cooking regularly. Our food will be different from others.
Actually we will divide our menus in three stages. That will be

1) Morning Food

2) Lunch Food

3) Afternoon Food

4) Dinner Food

Above all of the items there are few items are Bibikhana Pitha, Ruhi caklet,
Chirar polao, Cake banana Custered, Noodles kabab, Sponse pudding, Coel egg
fry, Comilla’s Rosmalai, Various items of dry fish vorta, Mera Pitha etc.

Production
Food production and assembly will take place in the kitchen of the
restaurant. Fresh vegetables, meat and dairy products will be used to crate
most of the dishes from scratch. The chef will exercise strict standards of
sanitation, quality production, and presentation or packaging over the kitchen
and service staff.

Service
There will be three ways a customer can purchase food. They may sit down
at one of the seats in the dining room and get full service from a waitperson.
A separate take-out counter will service those who wish to pick up their
food. Most take-out food will be prepared to order with orders coming from
either the telephone or mobile. Delivery (an indirect form of take-out) will
be available at certain times and to a limited area.

Page 6 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

Future Opportunities
There is a market segment that prefers to eat this type of cooking at home
although they do not have the time to cook. There are already caterers and
even mail order companies that provide individuals and families with up to a
month's supply of pre-prepared meals.

This opportunity will be researched and developed on a trial basis. If

successful, it could become a major new source of income without creating
the need for additional staff or production space.

3.0 Market and Industry Analysis

3.1 SOWT Analysis:

Strength:

• Shakrain will produce totally new item of food with the

combination of existing food.
• It works with customers that need which was presently being
neglected.
• It gives most emphasize on quality as the item, hygienic and
nutritious food.
• It focuses on customer satisfaction.
• Shakrain will use innovative idea in the process of producing
as well as marketing its product.

Opportunity:

• Shakrain can open their own kitchen and make different

items of food.
• It can experiment with changing the new dish and
introducing others.
• It can introduce more innovative idea in their marketing
plan.
• It can try to minimize their cost without compromising their
quality.
• It can try to reduce their price.

Page 7 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

Weakness:

• For producing the food shakrain have to depend on their raw

materials suppliers.
• Sometime load shedding will hampered to the production
processes.
• Sometime it will be difficult to find out different areas
cook, because shakrain wants to provide area’s historical &
famous food.

Threats:

• Although Shakrain provide innovative idea but the food menu

can be easily copy able.
• There will be an enough possibility to build up competitors.

4.0 Industrial Analysis

The industry in which shakrain will operate is the restaurant in Dhaka

city. As the teenagers, students, businessman, & women are the main
customer. Now-A-days different classes of people are conscious about their
health. They like to it hygienic & nutritious food and remove their food list
cloistral and fat food. Above all the things will be think shakrain. That’s why
shakrain produce different items and delicious food.

But at present these growing restaurants which are performing well. A

huge competitor in this area is the most noticeable problem. For the easy
entry of the foreign restaurant in the local market is a factor of create
problem. And the consumer’s preference about the foreign food is also a big
problem for the restaurant industry.

The main reason for these emerging problems is globalization. In this

era of globalization it is very difficult for the government to create barriers
on the entry of foreign countries in local area. That’s why the foreign
countries easily come to the local area and grab the opportunity.

Page 8 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

5.0 Competitive Environment

There are over two dozen restaurants in the Dhanmondi area that sell food
at similar prices. Although this presents an obvious challenge in terms of
market share, it also indicates the presence of a large, strong potential. The
newest competitors have made their successful entry based on an innovative
concept or novelty. Shakrain will offer an innovative product in a familiar
style at a competitive price. Our aggressive plans of take-out and delivery
will also give us an advantage to create a good market share before the
competition can adjust or similar concepts appear.

5.1 Competitor's Profile

Competing with others restaurants for the target market are these
categories of food providers:

• Independent table service restaurants of similar menu and price

structure.
• Chain food
• Commercial foodservice companies serving students directly.

Others famous restaurants who are able to challenge us such as Korai Gosto,
Boomers, Rossi, Kosturi, Chicken Chilis, Maloncho, Star Kabab etc. Most are
fast food and lunch based and will carry at least two similar menu items.
Star Kabab and Maloncho are long-standing businesses while the others are
fairly new. They all are doing very well.

The major chain restaurants are Boomers, Chicken Chili's and Anderson Ice
cream. All are relatively new but well established and profitable. They have
big resources of marketing and/or a specialty product or attraction. In
addition there are two local catering companies that deliver prepared meals
daily to offices.

Page 9 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

5.2 Competitive Strategy

There are three major ways in which we will create an advantage over our
competitors;

• product identity, quality, and novelty

• high employee motivation and good sales attitude
• Innovative and aggressive service options.

Shakrain will be the only restaurant among all the competition which focuses
the entire menu on healthy, low-fat cooking. Each of the competitors offers
at least one "healthy" selection on their menu. The target market will
perceive Shakrain as the destination location for healthy, low-fat cooking.

Once they have tried the restaurant, their experience will be reinforced by
friendly, efficient, knowledgeable service. Return and repeat business will be
facilitated by accessible take-out and delivery options. At the time of this
writing all of the competitors offered take-out.

6.0 Marketing Plan

There is some marketing plan which is important to build up a good business.

These are given below:

6.1 Market Penetration

Entry into the market should not be a problem. The store has high visibility
with heavy foot traffic all day long. The local residents and students always
support new restaurants and the tourists do not have fixed preferences.

6.2 Marketing Strategy

Focusing on the unique aspect of the product theme (healthy, tasty foods) a
mix of marketing vehicles will be created to convey our presence, our image,
and our message.

• Print media -- local newspapers, magazines and student publications

• Broadcast media -- local programming and special interest shows
• Hotel guides, concierge relations, Chamber of Commerce brochures
• Direct mail -- subscriber lists, offices for delivery

Page 10 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

• Misc. -- yellow pages, charity events

A public relations firm has been retained to create special events and solicit
print and broadcast coverage, especially at the start-up.

The marketing effort will be split into 3 phases:

1) Opening -- An advanced notice (press packet) sent out by the PR firm to

all media and printed announcement ads in key places.

2) Ongoing -- A flexible campaign (using the above media), assessed regularly

for effectiveness.

3) Point of sale -- A well-trained staff can increase the average check as

well as enhancing the customer's overall experience. Word-of-mouth
referral is very important in building a customer base.

6.3 Future plans and Strategic Opportunities

Catering to offices (even outside of our local area) may become a large part
of gross sales. At that point a sales agent would be hired to directly market
our products for daily delivery or catered functions.

6.4 Pricing Strategy

For pricing Shakrain will follow pricing strategy. Shakrain will sets an initial
high price And then slowly lowers the price to make the food available all
level of customers. The objectives of applying this strategy is to skin profit
of the market layer by layer.

Shakrain this pricing strategy will be effective with their target consumer
because they offer their food menu for specific segment that have the
interest about the something new and want to pay some extra for getting
something innovative different and extra ordinary.

The restaurant brand which is available in the market, their prices varies
between 50 to 250 tk in comparison with these existing competitors the

Page 11 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

price of shakrain a little bit low. The company thinks that their target
consumer this price because of their affordability to spend delicious and
hygienic food. Here is an approximate price list of shakrain

Food Item Price

Chirar Polaw 90Tk
Rohee Cutlate 55Tk
Panta rash 50Tk
Lunch Box 150Tk
Dinner Packet(Couple) 205Tk

6.5 Promotional Strategy:

As the restaurant as well as the food item are also new. That’s why it is
necessary huge promotional strategy to affiliate the target customer with
this new product. Most of the promotional strategy will be informative,
attention gaining, and awareness creating for promoting the food menu
shakrain want to use the following policy.

• Giving attracting add in tv, radio & news paper.

• Quality poster in different areas.
• Public relations
• Special Package
• Festival Package

6.6 Advertising theme:

Shakrain will provide informative advertisement to inform their potential

customer. They also use benefit advertisement to tell about their Food
menu’s characteristics.

6.7 Slogan:

The proposed slogan for shakrain is………..

“ Shad Manei Shakrain ”

Page 12 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

6.8 Logo:

7.0 Operations strategy:

Operation strategy is important to run a business successfully. Shakrain

follow this operation strategy:
Purchase Raw Materials

Kitchen Distribution

Management Distribution

Service Distribution

Customer Satisfaction

Page 13 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

7.1 Scope of Operation:

Shakrain will do some in-house operation and for some operation they
will go for subcontracting. A chart of their in house and subcontracting
operation is given below:

Purchase Raw materials Subcontracting

Production In-house
Product Development In-house
Customer service In-house
Technical Support Subcontracting
Home delivery Subcontracting

8.0 Management plan

Manager

Marketing Finance Management

Executive Executive Executive

Cashier Accountant

Sales Manager Advertising Product Planning

Manager Manager

Page 14 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

9.0 Financial plan

9.1 Estimated Cost of capital

Items Cost (TK)

INITIAL START UP COST
Raw Materials 100,000
Furniture & Fixture 85000
Legal, Professional & Licenses fees 40000
Opening inventory 80000
Pre-opening promotion cost 8000
Repairs, Remodeling & decoration 150000
Security Deposits 60000
Vehicles 400000
Others Cost & services 5000
TOTAL INITIAL START UP COST 928,000
OPERATING COST
FIXED OPERATING COST
Insurance 100000
Operating loan payment 175000
Phone 5000
Shop 140000
Owner remuneration 10000
VARIABLE OPERATING COST
Advertising 4000
Auto & Travel 12500
Maintenance 2000
Delivery cost 4000
Employees wages 20000
Utilities 9000
Other Supplies & Purchases 4000
Other expenses & services 5500
Total Operating cost for 3 month 491,000
TOTAL START UP COST 1,419,000

Page 15 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

Recommended Start up cost 1,773,750

9.2Sources of Fund:

Means of Finance (TK)

Financing Plan Principal

Long-term loan Bank 800,000

Owner’s Equity 800,000

Total 1,600,000

9.3 Projected income statement

Particular 2009 2010 2011

Net sales 375,580 590,000 724,500
Cost of goods sold 67,510 87,800 127,650
Gross margin 308,070 502,200 596,850
Expenses
Advertising 3000 4500 3200
Auto & travel 9050 9050 9050
Shop Maintenance 7000 7000 8000
Owners Remuneration 40000 40000 40000
Employees Wage 240,00 240,00 240,00
Utilities 10000 10000 12000
Insurance 100000 100000 100000
Other supplies & Purchase 5000 5000 4000
Other expenses 500 500 500
NET INCOME 109,520 302,150 432,100

Conclusion:

A complete and thorough business plan must have attention to detail and
cover all the major areas of concern. A properly planned business is the first step to a
successful business. Proper presentation may make the difference between a well funded

Page 16 of 17
SHAKRAIN RESTORA “Shad Manei Shakrain”

program and the one looking for money. From this Business plan we can achieve a well
balanced Business.

Page 17 of 17