Prepared by Group 1

Group 1
LeThiHoangVy LeThiThuyHang NguyenThiKimHue NguyenNgocQuynhAnh NguyenThanhTraMy TruongThuyTrang

Outline
AboutUs Marke=ngplan Opera=onplan Managementplan Finance Con=ngencyplan Implementa=onschedule Summary

About Us
HEALTH+Restaurant Model:LimitedLiabilityCompany Vision:Goodfood,goodlife Mission:providingcustomersthehealthydiet mealsthroughprofessionallysupportedservices toassisttheminachievingtheirhighesthealth condi=on. Slogan: ENJOYYOURMEALS,ENJOYYOUR LIFE

AboutUs
Goals
o Paybackperiod:betweenyear2andyear3, about2.97years

o 3yearslater,expand1morerestaurantin district7,HCMC o Brandnamehasasolidposi=oninfoodmarket.

Products & Services

Products: diet meal with fresh, delicious & healthy food.

Products & Services

Free consulting service Online orders Take-away Packaged materials

Selling Points
Specific menu for each customer Customer care service
Customer information management Professional and dedicated-to-customers staffs

Diet community Relationships with fitness centers Flexibility

Values
Reliable address

Time saving!
Exclusive caring

Comfortable feeling

Marketing Plan

Market Trends and Market Growth

Change in life style such as eating more fast food; instead of vegetable, more protein included in meals
Number of overweight people increases fast. Provide trend of a healthy, fresh and suitable lifestyle of eating

Market Trends and Market Growth

TheSouthEastregion:29.7% OpeningrestaurantinHoChiMinhCity Peopleworkinoce:35%
o 24%maleand27%femaleareobese o 50%ofmiddleagespeoplelivinginci=esare overweight

Targetcustomers:ocers,female,age>30;
womenaMerpregnancy

SWOT analysis
Strengths

Weaknesses

Loca=onindistrict1 Ingredientinputsarealways ensured Saving=me Restaurantcustomiza=ondesign

Targetcustomersareocersover 30yearsold Locateinhighstandardofliving arearen=nghouseisexpensive

OpportuniPes

Threats

Lowcompe==veness ThelivingstandardofVietnamese peopleisdrama=callyincreasing Madeanimportantimpressionas apioneerincustomers minds.

Compe=torsinthefuture Customersmisunderstandabout diet Homedeliverytracjams Ina=onincreasesprice increases

Competitive advantages and disadvantages

I. CompePPveadvantages
Productdieren=a=on Servicedieren=a=on Peopledieren=a=on

Competitive Advantages and Disadvantages

II.CompePPvedisadvantages
Lackofawareness

Analysis the Strength and Weakness of Competitors

Features - Having 2 restaurants on Pasteur & Tran Hung Dao St. - Quality of foods H2O ZEN with specific kcal/ dish on menu - Consulting customers to choose suitable food - Beside eating at restaurant. No home delivery / take away is available Strength - Patrons (regular customers) - Reasonable price - Luxury place (2 stores) - Quality of foods. Weakness - Very poor marketing. - No home delivery

- Established by doctors CS TDCL D5 -Consulting health - ~35 dishes for preventing & treating diseases

- Free consultancys - The marketing has gave by doctors (Traditional Medicine Association District 5) - Low price not been concerned - Small place

- Nutrion foods QADD BVT - Have a area for children to play

- Modern place Kind of food: - Western & BOCOS Vietnamese dishes - No using sodium glutamate - Current promotion: Accumulating point program

- Patrons - Have a area for children to play

- Patrons (regular customers)

- Poor marketing - Small size of place

- Promotion/ marketing

- Nice place

Positioning Graph
Price QuanAnDinhDuong BVT CosoThucDuongD5 Boco srestaurant H2OZEN HEALTH+restaurant Quality

Marketing Activities
I. Before starting up ( about 1 week)
Website Facebook and other forums Leaflets Word of mouth

Marketing Activities
II. Grand opening
Invite journalists, special guest Discount 20% per each bill

Marketing Activities
III. During operating time Posting information on some online magazines Cooperating with Nhommua, Muachung Maintaining & develop our website

Marketing Mix

Product Strategy
Input: raw materials supplied by Metro and Big C supermarkets Output:
Food serving at the restaurant:
Each menu item has detailed information of calorie New foods and drinks added for every quarter of a year

Ready-to-cook materials: clean materials for a certain dish with calorie tag and cooking guide.

Pricing Strategy
We estimate total cost of each menu item Our formula to calculate price for each menu item: Selling Price = Total Cost x (1 + Mark-Up Percent) at the Mark-up is 35% Mark-up percent is the proportion of total cost represented by profit

Sample from Menu

Menu items Foods 1 2 3 4 5 Cha ca thu cuon bap cai Ga nuong bi ngoi Dau phu non ran cha bong Mus hap gung Rau muong xao toi Drinks 1 2 3 Sinh to Dau Sinh to Xoai Sinh to Du Du 20.750 18.600 16.300 28.000 25.000 22.000 44.500 44.500 33.400 59.300 26.000 60.000 60.000 45.000 80.000 35.000 Total cost (.VND) Item price (.VND)

Place
Location: on Dinh Tien Hoang street, district 1, HCMC with many office buildings surround Distribution channel:
Foods are immediately consumed products Direct communication with customers

Direct distribution

Promotions
Grand opening day: advertising and press conference PR and advertisings (2 times/year): lay ads and PR articles on newspapers and magazines Sales promotions:
Membership card:
o Each customer receive a tick card (50.000 VND/tick) o Customer with 10 ticks will be given a membership card o For 11th tick after 10 ticks, a discount of 10% will be given o Give vouchers 200.000 VND for 10% customers with top sales who own membership card.

PromoPons(cont)
VIP card:
o Customer with 300 ticks will be given VIP card o Receive 5% discount per each bill o Receive free course at fitness center value 500.000 VND for 24 days

Seasonal promotions: March 8th, October 20th, Christmas day, Tet Holidays

Internet marketing: focus on our website

Form alliance with fitness center to build mutual relationships Search Engine Marketing to promote our website on top page of search results. Supported by Google, Bing or Yahoo!

Operation
HEALTH+ Restaurant open: 7 a.m. close: 9 p.m. Chef & scullions start: 5 a.m. Free consultant: 11 a.m. - 1p.m. & 5p.m. - 8p.m. The cycle of serving customer:

Operation (Cont)
Quality control Assign person to check, control quality of inventory & order raw materials. Set up cameras in the kitchen Ensure ingredients fresh & available. Product development Adjust & bring some new dishes during 1/2 months. Choose dishes: reasonable with weather & seasons.

Operation (Cont)
Legal environment Business registration Trademark Health Certificate Location Located in Dinh Tien Hoang, District 1

Operation (Cont)
Design Attractive logo (green, red, blue) Inside: use glasses, design sky-blue, black or purple wall + soft light level The room: small, put green trees; create small artificial stream, design & dispose furniture Help customers have comfortable mood, motivate in diet.

Operation (Cont)
Personnel
7 am-2 pm & 2 pm 9 pm: waiters/waitresses, cashiers, security guards, from 11 a.m. to 1 p.m. and from 5 p.m. to 8 p.m.: consultants All time day: receptionist, chef, scullions, deliveries

Operation (Cont)
Supplier
Morning Glory Inc. Provide fresh vegetables: Leaf vegetables, Root, fruit, Herbs from Dalat city. Address: BB18 Truong Son street, District 10, HCMC METRO Cash&Carry Viet Nam Providing meat, fish, other material: Frozen foods, fresh fish, butchery, dry Foods (Canned goods, Grocery, Beverage) Address: METRO An Phu District 2, HCMC

Management Plan

HEALTH+ Management Model

Personnel Plan
Year 1
Chef Scullion (2people) RecepPonist (1person) Securityguard (2people) Cashier(2people) Delivery(2people) Waiter/Waitress (4people) Consultant(2 people) 240,000,000 96,000,000 48,000,000 48,000,000 96,000,000 36,000,000 100,800,000 168,000,000

Year 2
264,000,000 105,600,000 52,800,000 52,800,000 105,600,000 39,600,000 138,600,000 184,800,000

Year 3
290,400,000 116,160,000 58,080,000 58,080,000 116,160,000 43,560,000 182,952,000 203,280,000

Financial Plan

Financial Plan
Total Initial Investment

Construction Furniture Machine + equipment Renting house Cash reserve Totals

187,480,000 140,000,000 291,114,000 720,000,000 211,406,000 1,550,000,000

Construction
Repair+pain=ng: Decora=on: Design: Totals: 40,000,000VND 47,480,000VND 100,000,000VND 187,480,000VND

Equipment
Equipment Dishesmachine Cookstoves Microwave Refrigerator Kitchenwarehouse Cashmachine Grilloven AircondiPon Computer Smokeconsumer Total QuanPty 2 1 1 2 1 1 1 5 2 1 Price(VND) 30,000,000 16,000,000 3,000,000 81,514,000 50,000,000 8,000,000 18,000,000 60,000,000 20,000,000 4,600,000 291,114,000

Administrative Formalities

BusinessregistraPon HealthcerPcate Others Total

400,000 1,000,000 1,100,000 2,500,000

Marketing Costs
Total Cost for Marketing in 1st year
Advertisings Grand Opening Promotion Campaign Total 37,720,000 VND 26,000,000 VND 195,000,000 VND 258,720,000 VND

Profit & Loss statement

Year 1 Year 2 Year 3 Year 4 Year 5

Sales COGS Gross profit Operating expenses Salary Marketing Renting Other expenses Construction expense Depreciation Total expenses Profit before tax Tax (t=0.25%) Profit after tax

3,121,650,000 780,412,500 2,341,237,500

3,745,980,000 936,495,000 2,809,485,000

4,869,774,000 1,170,618,750 3,699,155,250

6,574,194,900 1,521,804,375 5,052,390,525

8,546,453,370 1,902,255,469 6,644,197,901

832,800,000 258,720,000 720,000,000 264,000,000 37,496,000 86,222,800 2,199,238,800 141,998,700 -35,499,675 106,499,025

943,800,000 240,000,000 756,000,000 290,400,000 37,496,000 90,222,800 2,357,918,800 451,566,200 -112,891,550 338,674,650

1,068,672,000 288,000,000 793,800,000 333,960,000 37,496,000 98,222,800 2,620,150,800 1,079,004,450 -269,751,113 809,253,338

1,175,539,200 345,600,000 833,490,000 400,752,000 37,496,000 109,222,800 2,902,100,000 2,150,290,525 -537,572,631 1,612,717,894

1,293,093,120 449,280,000 875,164,500 480,902,400 37,496,000 129,222,800 3,265,158,820 3,379,039,081 -844,759,770 2,534,279,311

Cash Flow Statement

Cash Flow in first 5 years Period Cashowfrom operaPon (CFO) Cashowfrom investment Buyxedasset CFI Netcashow 230,217,825 20,000,000 20,000,000 446,393,450 40,000,000 40,000,000 904,972,138 55,000,000 55,000,000 100,000,000 100,000,000
230,217,825

2 466,393,450

3 944,972,138

1,759,436,694 2,700,998,111

1,704,436,694 2,600,998,111

Balance Sheet
Year 1
Assets Cash 1,161,623,825.00 1,608,017,275.00 2,512,989,412.50 4,217,426,106.25 6,818,424,217.19 112,488,000.00 451,114,000.00 -176,445,600 1,995,173,675 74,992,000.00 491,114,000.00 -274,668,400 2,804,427,013 37,496,000.00 546,114,000.00 -383,891,200 4,417,144,906 646,114,000.00 -513,114,000 6,951,424,217

Year 2

Year 3

Year 4

Year 5

Prepaid expenses 149,984,000.00 Equipment + furniture Accumulated depreciation Total assets Liabilities & Equity Liabilities Owner equity Retained Earning Total Liabilities & Equity 0 1,550,000,000 106,499,025 1,656,499,025 1,656,499,025 -86,222,800 431,114,000

0 1,550,000,000 445,173,675 1,995,173,675

0 1,550,000,000 1,254,427,013 2,804,427,013

0 1,550,000,000 2,867,144,906 4,417,144,906

0 1,550,000,000 5,401,424,217 6,951,424,217

Payback Period
Year 0 1 2 3 4 Annual Net Cash Flow 1,550,000,000 230,217,825 446,393,450 904,972,138 1,704,436,694 Cumulative Net Cash Flow 1,550,000,000 1,319,782,175 873,388,725 31,583,413 1,736,020,106

We can recover the initial investment (1,550,000,000 VND) between year 2 and year 3, about 2.97 years for the payback period.

CONTINGENCY PLAN Evaluation

Period Net Cash Flow Discount Factor (14%) Present Value 0 1 2 446,393,450 0.7695 343,485,265 3 904,972,138 0.6750 610,830,416 4 5 (1,550,000,000) 230,217,825 1 0.8772 1,704,436,694 2,600,998,111 0.5921 0.5194

(1,550,000,000) 201,945,461

1,009,163,350 1,350,876,915

Net Present Value (NPV) = 1,966,301,406 IRR= 53%

Contingency Plan
New with customers emphasize on marke=ng andPRplan Compe=tors: now & in future have good customerrela=onshipmanagement Customerslackbeliefinourdietmeal(itsqualityor eciency) show cer=ca=on about health, foods,anddoctorsasevidences.

We recognize that .
ThesalesatweekendThenumberofmeal served&Thenumberofpackagedmaterial Ina=onrateincreaseexpense&alsomeans reducingprotndoutaresourcewithgood materialandstableprice Tracjamdeliveryemployeesmustknow muchHoChiMinh sstreetsandalleys.

Milestones
Milestones
MarkePngResearch BusinessPlan Business RegistraPon SiteselecPon ConstrucPon SuppliersFinding RecruiPng& Training MarkePngplan Grandopening

Startday
24/10/2011 25/12/2011 10/03/2012 01/03/2012 01/04/2012 15/04/2012 27/04/2012 11/05/2012 01/06/2012

Finishday
24/12/2011 28/02/2012 30/03/2012 31/03/2012 30/05/2012 01/05/2012 21/05/2012 31/05/2012 01/06/2012

Department
Marke=ng Management Opera=on Opera=on Opera=on& Finance Opera=on HumanResources Marke=ng Management

Summary
Limited Liability Company The payback period is 2.97 years Open 1 more restaurant in district 7, Ho Chi Minh City We are not the pioneer but we lead in diet food market.

References
http://www.metro.com.vn - Metro Cash&Carry Viet Nam http://www.raudalat.com - Anh Banh Mai company http://baogia.24h.com.vn/ - Bng gi dch v Qung co http://muabannhadat.com.vn/cho_thue_nha/ t59_TP-Ho_Chi_Minh/q293_Quan_1/dinh-tienhoang-d3913/ http://www.thanhlapcongty.asia/shop-271/ Cong-ty-trach-nhiem-huu-han-hai-thanh-vientro-len.html