Entrepreneurship

Contents:
Chapter 1. 1.1. 6 1.2.1. . Do What You Enjoy 8 1.2.2. Take what you do seriously. 8 1.2.3. . Plan everything 8 1.2.4. Manage money wisely.. 9 1.2.5. . Ask for the sale. 9 1.2.6. . Remember it's all about the customer. 9 1.2.7. Become a shameless self-promoter.. 9 1.2.8. Project a positive business image. 10 1.2.9. Get to know your customers. 10 1.2.10. Level the playing field with technology. 11 1.2.11. Build a top-notch business team.... 11 1.2.12. Become known as an expert 11 1.2.13. Create a competitive advantage. 12 1.2.14. Invest in yourself. 12 1.2.15. Be accessible. 13 1.2.16. Build a rock-solid reputation. 13 1.2.17. Sell benefits... 13 1.2.18. Get involved.. 14 1.2.19. Grab attention.. 14 1.2.20. Master the art of negotiations. 14 1.2.21. . Design Your workspace for success 14 1.2.22. . Get and stay organized. 15 1.2.23. Take time off.. 15 1.2.24. Limit the number of hats you wear. 15. 1.2.25. Follow-up constantly.. 16 Chapter 2. Starting up a restaurant business . 17 2.1.Swot analysis... 17 2.1.1. strengt 17 2.1.2. Weakness. 17 2.1.3.Opportunities. 17 2.1.4 .threats..17 2.2 Risk involved.. 17 2.3. Capital involved . 18 2.3.1. Resources. 20 2.4. Selecting Restaurant concept. 21 2.4.1. Types 21 2.4.2. Type of restaurant can be opened under our budget... 23 1 Introduction to entrepreneurship ..

Page nos.
4 What is an entrepreneurship? .. 4 1.2. Features of entrepreneurship ..

2.5. Permits and licenses required 28 2.5.1. Business License 29 2.5.2. Fire Department Permit... 29 2.5.3. Air and Water Pollution Control Permit 30 2.5.4 Sign Permit 30 2.5.5 Country Permits 30 2.5.6. State Licenses... 30 2.5.7.Federal Licenses 31 2.5.8. Sales Tax License.. 31 2.5.9. Health Department Permits. 31 2.6. Selcting the site 2.6.1. Traffic. 2.6.2. Visibility.. 2.6.3. Readily accessible parking. 32 32 32 32

2.6.4. Accessibility 32 2.6.5. Size.. 33

2.6.6. Prize.. 33 2.6.7. Condition of the site.. 2.6.8. Road construction.. 2.6.9. Crime. 2.7. Infrastructure .... 2.7.1. Materials needed. 2.7.2. Lighting required in the restaurant 33 33 33 33 35 37

2.8.Types of lighting.. 38 2.8.1.Up light 2.8.2.Down light.. 2.8.3.Spot light.. 38 38 38

2.8.4.Exterior light.38 2.9. Hiring employees 39 2.9.1. Employment Office.. 40 2.9.2. Interviewing Employees 41

2.9.3. Tips for Interviewing Employees.. 42 2.10. Training employees.. 44 2.10.1. Employee hygiene in the restaurant food business. 44 2.10.2. Safety Tips.. 46 2.10.3. Preparing an employee handbook 50 2.11. Deciding the menu 53 2.12. Services provided .. 55 Chapter 3. Marketing and promotion. 56 3.1 Marketing through social media. 57 3.2. Successful restaurant marketing through social media.. 58 3.3 Creating special events for grabbing tips and appreciation.59 3.3.1. Creating Specials 3.3.2. What to Use 3.3.3. Cost, Cost, Cost.. 3.3.4. Presentation. 3.3.5. Make it a challenge. 3.3.6. How to Handle Special Requests.. 3.3.7. How to Get Them Right Every Time 3.4. Maintenance of the restaurant.. 3.5. MARKET ANALYSIS.. 59 59 60 60 61 61 64 65 66

Conclusion 67 Bibliography. 67

Chapter 1 : Introduction to Entrepreneurship

It has assumed super importance for accelerating economic growth both in developed and developing countries. It promotes capital formation and creates wealth in country. It is hope and dreams of millions of individuals around the world. It reduces unemployment and poverty and it is a pathway to prosper. Entrepreneurship is the process of exploring the opportunities in the market place and arranging resources required to exploit these opportunities for long term gain. It is the process of planning, organising, opportunities and assuming. Thus it is a risk of business enterprise. It may be distinguished as an ability to take risk independently to make utmost earnings in the market. It is a creative and innovative skill and adapting response to environment of what is real.

1.1 What is entrepreneurship?

Entrepreneur can be defined as "one who undertakes innovations, finance and business acumen in an effort to transform innovations into economic goods". This may result in new organizations or may be part of revitalizing mature organizations in response to a perceived opportunity. The most obvious form of entrepreneurship is that of starting new businesses (referred as Startup Company).

Basically, An entrepreneur is an owner or manager of a business enterprise who makes money through risk and initiative.

An entrepreneur is the one who undertakes an enterprise, especially a contractor, acting as intermediatory between capital and labour. He shifts economic resources out of lower and into higher productivity and greater yield. The entrepreneur leads the firm or organization and also demonstrates leadership qualities by selecting managerial staff. Management skill and strong team building abilities are essential leadership attributes for successful entrepreneurs. Entrepreneurs emerge from the population on demand, and become leaders because they perceive opportunities available and are well-positioned to take advantage of them. An entrepreneur may perceive that they are among the few to recognize or be able to solve a problem. markets. Creative destruction encompasses changes entrepreneurial activity makes every time a new process, product or company enters the

1.2 Features of a successful entrepreneurship

Like any activity you pursue, there are certain musts that are required to be successful in a chosen activity. To legally operate a vehicle on public roadways, one must have a driver's

license; to excel in sports, one must train and practice; to retire comfortably, one must become an informed investor and actively invest for retirement. If your goal is success in business, then the formula is no different. There are certain musts that have to be fully developed, implemented and managed for your business to succeed. There are many business musts, but this article contains I believe to be some of the more important musts that are required to start, operate and grow a profitable home business. 1.2.1 Do What You Enjoy. What you get out of your business in the form of personal satisfaction, financial gain, stability and enjoyment will be the sum of what you put into your business. So if you don't enjoy what you're doing, in all likelihood it's safe to assume that will be reflected in the success of your business--or subsequent lack of success. In fact, if you don't enjoy what you're doing, chances are you won't succeed. 1.2.2 .Take what you do seriously. You cannot expect to be effective and successful in business unless you truly believe in your business and in the goods and services that you sell. Far too many home business owners fail to take their own businesses seriously enough, getting easily sidetracked and not staying motivated and keeping their noses to the grindstone. They also fall prey to naysayer who don't take them seriously because they don't work from an office building, office park, storefront, or factory. Little do these skeptics, who rain on the home business owner's parade, know is that the number of people working from home, and making very good annual incomes, has grown by leaps and bounds in recent years.

1.2.3. Plan everything. Planning every aspect of your home business is not only a must, but also builds habits that every home business owner should develop, implement, and maintain. The act of business planning is so important because it requires you to analyze each business situation, research and compile data, and make conclusions based mainly on the facts as revealed through the research. Business planning also serves a second function, which is having your goals and how you will achieve them, on paper. You can use the plan that you create both as map to take you from point A to Z and as a yardstick to measure the success of each individual plan or segment within the plan. 8

1.2.4. Manage money wisely. The lifeblood of any business enterprise is cash flow. You need it to buy inventory, pay for services, promote and market your business, repair and replace tools and equipment, and pay yourself so that you can continue to work. Therefore, all home business owners must become wise money managers to ensure that the cash keeps flowing and the bills get paid. There are two aspects to wise money management. 1. The money you receive from clients in exchange for your goods and services you provide (income) 2. The money you spend on inventory, supplies, wages and other items required to keep your business operating. (expenses) 1.2.5. Ask for the sale. A home business entrepreneur must always remember that marketing, advertising, or promotional activities are completely worthless, regardless of how clever, expensive, or perfectly targeted they are, unless one simple thing is accomplished--ask for the sale. This is not to say that being a great salesperson, advertising copywriting whiz or a public relations specialist isn't a tremendous asset to your business. However, all of these skills will be for naught if you do not actively ask people to buy what you are selling. 1.2.6. Remember it's all about the customer. Your home business is not about the products or services that you sell. Your home business is not about the prices that you charge for your goods and services. Your home business is not about your competition and how to beat them. Your business is all about your customers, or clients, period. After all, your customers are the people that will ultimately decide if your business goes boom or bust. Everything you do in business must be customer focused, including your policies, warranties, payment options, operating hours, presentations, advertising and promotional campaigns and website. In addition, you must know who your customers are inside out and upside down. 1.2.7.Become a shameless self-promoter (without becoming obnoxious). One of the greatest myths about personal or business success is that eventually your business, personal abilities, products or services will get discovered and be embraced by the masses that will beat a path to your door to buy what you are selling. But how can this happen if no one knows who you are, what you sell and why they should be buying?

Self-promotion is one of the most beneficial, yet most underutilized, marketing tools that the majority of home business owners have at their immediate disposal.

1.2.8. Project a positive business image. You have but a passing moment to make a positive and memorable impression on people with whom you intend to do business. Home business owners must go out of their way and make a conscious effort to always project the most professional business image possible. The majority of home business owners do not have the advantage of elaborate offices or elegant storefronts and showrooms to wow prospects and impress customers. Instead, they must rely on imagination, creativity and attention to the smallest detail when creating and maintaining a professional image for their home business. 1.2.9. Get to know your customers. 10

One of the biggest features and often the most significant competitive edge the home based entrepreneur has over the larger competitors is the he can offer personalized attention. Call it high-tech backlash if you will, but customers are sick and tired of hearing that their information is somewhere in the computer and must be retrieved, or told to push a dozen digits to finally get to the right department only to end up with voice mail--from which they never receive a return phone call. The home business owner can actually answer phone calls, get to know customers, provide personal attention and win over repeat business by doing so. It's a researched fact that most business (80 percent) will come from repeat customers rather than new customers. Therefore, along with trying to draw newcomers, the more you can do to woo your regular customers, the better off you will be in the long run and personalized attention is very much appreciated and remembered in the modern high tech world. 1.2.10. Level the playing field with technology. You should avoid getting overly caught up in the high-tech world, but you should also know how to take advantage of using it. One of the most amazing aspects of the internet is that a one or two person business operating from a basement can have a superior website to a $50 million company, and nobody knows the difference. Make sure you're keeping up with the high-tech world as it suits your needs.. The best technology is that which helps you, not that which impresses your neighbors. 1.2.11. Build a top-notch business team. No one person can build a successful business alone. It's a task that requires a team that is as committed as you to the business and its success. Your business team may include family members, friends, suppliers, business alliances, employees, sub-contractors, industry and business associations, local government and the community. Of course the most important team members will be your customers or clients. Any or all may have a say in how your business will function and a stake in your business future. 1.2.12. Become known as an expert. When you have a problem that needs to be solved, do you seek just anyone's advice or do you seek an expert in the field to help solve your particular problem? Obviously, you want

11

the most accurate information and assistance that you can get. You naturally seek an expert to help solve your problem. You call a plumber when the hot water tank leaks, a real estate agent when it's time to sell your home or a dentist when you have a toothache. Therefore, it only stands to reason that the more you become known for your expertise in your business, the more people will seek you out to tap into your expertise, creating more selling and referral opportunities. In effect, becoming known as an expert is another style of prospecting for new business, just in reverse. Instead of finding new and qualified people to sell to, these people seek you out for your expertise.

1.2.13. Create a competitive advantage. A home business must have a clearly defined unique selling proposition. This is nothing more than a fancy way of asking the vital question, "Why will people choose to do business with you or purchase your product or service instead of doing business with a competitor and buying his product or service?" In other words, what one aspect or combination of aspects is going to separate your business from your competition? Will it be better service, a longer warranty, better selection, longer business hours, more flexible payment options, lowest price, personalized service, better customer service, better return and exchange policies or a combination of several of these? 1.2.14. Invest in yourself. Top entrepreneurs buy and read business and marketing books, magazines, reports, journals, newsletters, websites and industry publications, knowing that these resources will improve their understanding of business and marketing functions and skills. They join business associations and clubs, and they network with other skilled business people to learn their secrets of success and help define their own goals and objectives. Top entrepreneurs attend business and marketing seminars, workshops and training courses, even if they have already mastered the subject matter of the event. They do this because they know that education is an ongoing process. There are usually ways to do things better, in less time, with less effort. In short, top entrepreneurs never stop investing in the most powerful, effective and best business and marketing tool at their immediate disposal-themselves. 1.2.15. Be accessible.

12

We're living in a time when we all expect our fast food lunch at the drive-thru window to be ready in mere minutes, our dry cleaning to be ready for pick-up on the same day, our money to be available at the cash machine and our pizza delivered in 30 minutes or it's free. You see the pattern developing--you must make it as easy as you can for people to do business with you, regardless of the home business you operate. You must remain cognizant of the fact that few people will work hard, go out of their way, or be inconvenienced just for the privilege of giving you their hard-earned money. The shoe is always on the other foot. Making it easy for people to do business with you means that you must be accessible and knowledgeable about your products and services. You must be able to provide customers with what they want, when they want it. 1.2.16. Build a rock-solid reputation. A good reputation is unquestionably one of the home business owner's most tangible and marketable assets. You can't simply buy a good reputation; it's something that you earn by honoring your promises. If you promise to have the merchandise in the customer's hands by Wednesday, you have no excuse not to have it there. If you offer to repair something, you need to make good on your offer. Consistency in what you offer is the other key factor. If you cannot come through with the same level of service (and products) for clients on a regular basis, they have no reason to trust you . . . and without trust, you won't have a good reputation. 1.2.17. Sell benefits. Pushing product features is for inexperienced or wannabe entrepreneurs. Selling the benefits associated with owning and using the products and services you carry is what sales professionals worldwide focus on to create buying excitement and to sell, sell more, and sell more frequently to their customers. Your advertising, sales presentations, printed marketing materials, product packaging, website, newsletters, trade show exhibit and signage are vital. Every time and every medium used to communicate with your target audience must always be selling the benefits associated with owning your product or using your service. 1.2.18. Get involved.

13

Always go out of your way to get involved in the community that supports your business. You can do this in many ways, such as pitching in to help local charities or the food bank, becoming involved in organizing community events, and getting involved in local politics. You can join associations and clubs that concentrate on programs and policies designed to improve the local community. It's a fact that people like to do business with people they know, like and respect, and with people who do things to help them as members of the community. 1.2.19. Grab attention. Small-business owners cannot waste time, money and energy on promotional activities aimed at building awareness solely through long-term, repeated exposure. If you do, chances are you will go broke long before this goal is accomplished. Instead, every promotional activity you engage in, must put money back in your pocket so that you can continue to grab more attention and grow your business. 1.2.20. Master the art of negotiations. The ability to negotiate effectively is unquestionably a skill that every home business owner must make every effort to master. It's perhaps second in importance only to asking for the sale in terms of home business musts. In business, negotiation skills are used daily. Always remember that mastering the art of negotiation means that your skills are so finely tuned that you can always orchestrate a win-win situation. These win-win arrangements mean that everyone involved feels they have won, which is really the basis for building long-term and profitable business relationships. 1.2.21. Design Your workspace for success. Carefully plan and design your home office workspace to ensure maximum personal performance and productivity and, if necessary, to project professionalism for visiting clients. If at all possible, resist the temptation to turn a corner of the living room or your bedroom into your office. Ideally, you'll want a separate room with a door that closes to keep business activities in and family members out, at least during prime business and revenue generating hours of the day. A den, spare bedroom, basement or converted garage are all ideal candidates for your new home office. If this is not possible, you'll have to find a means of converting a room with a partition or simply find hours to do the bulk of your work when nobody else is home.

14

1.2.22. Get and stay organized. The key to staying organized is not about which type of file you have or whether you keep a stack or two of papers on your desk, but it's about managing your business. It's about having systems in place to do things. Therefore, you wan to establish a routine by which you can accomplish as much as possible in a given workday, whether that's three hours for a part-time business or seven or nine hours as a full-timer. In fact, you should develop systems and routines for just about every single business activity. Small things such as creating a to-do list at the end of each business day, or for the week, will help keep you on top of important tasks to tackle. Creating a single calendar to work from, not multiple sets for individual tasks or jobs, will also ensure that jobs are completed on schedule and appointments kept. Incorporating family and personal activities into your work calendar is also critical so that you work and plan from a single calendar. 1.2.23. Take time off. The temptation to work around the clock is very real for some home business owners. After all, you don't have a manager telling you it's time to go home because they can't afford the overtime pay. Every person working from home must take time to establish a regular work schedule that includes time to stretch your legs and take lunch breaks, plus some days off and scheduled vacations. Create the schedule as soon as you have made the commitment to start a home business. Of course, your schedule will have to be flexible. You should, therefore, not fill every possible hour in the day. Give yourself a backup hour or two. All work and no play makes you burn out very fast and grumpy customer service is not what people want. 1.2.24. Limit the number of hats you wear. It's difficult for most business owners not to take a hands-on approach. They try to do as much as possible and tackle as many tasks as possible in their business. The ability to multitask, in fact, is a common trait shared by successful entrepreneurs. However, once in a while you have to stand back and look beyond today to determine what's in the best interest of your business and yourself over the long run. Most highly successful entrepreneurs will tell you that from the time they started out, they knew what they were good at and what tasks to delegate to others. 1.2.25. Follow-up constantly.

15

Constant contact, follow-up, and follow-through with customers, prospects, and business alliances should be the mantra of every home business owner, new or established. Constant and consistent follow-up enables you to turn prospects into customers, increase the value of each sale and buying frequency from existing customers, and build stronger business relationships with suppliers and your core business team. Follow-up is especially important with your existing customer base, as the real work begins after the sale. It's easy to sell one product or service, but it takes work to retain customers and keep them coming back.

Chapter 2.Starting up a Restaurant Business

2.1. SWOT analysis :

16

2.1.1. Strength: Restaurant business is a fast growing field in terms of making, once if it takes a growth it has a great future.

money

2.1.2. Weakness: It may suffer loss, if proper area and infrastructure is not kept in mind. Good chefs and appropriate staff is also very necessary. 2.1.3. Opportunities: It has a great opportunity as it has a great percentage of profit margin involved. If properly promoted this business can yield high amount of success. It has a great scope in the future as well, as restaurant industry can never die. 2.1.4. Threats: The only possibility of risk is involved is its capital and finance needed.

2.2. RISKS INVOLVED

Starting up a restaurant is not as easy as eating a pie. It is completely different from overtaking a restaurant. We have to start and make sure it grows as there is a lot of capital involved. Theres no such guarantee that the restaurant will work. It may also fail. One cannot just get up one morning and start a business. It needs various resources, planning, permits, man power, market analysis etc.

TO GIVE IT A START

17

2.3CAPITAL INVOLVED Most banks and lenders require you to put some of your own money into the business and contrary to popular belief, they do lend money for businesses. Places we can get financing are:

Personal resources - Savings, Ira accounts, Credit cards, home Private investors - also known as "angel investors". "Angel

mortgages, and personal assets, family or friends.

investors" are the largest pool of capital in the United States. Typically entrepreneurs find "angel investors" through net-working with people across the industry.

Commercial finance companies, such banks and equipment leasing

companies.

18

Friends and relatives (be careful to arrange the loan in a business-

like manner. Draw up papers stating the loan repayment schedule and interest to be charged.

Real-Estate assets. You may have enough equity in your home to Life Insurance - You may carry a life insurance policy that has a Housing and Urban development - Sometimes the Federal

finance your business.

loan value. You can borrow on the cash value at a low interest rate.

Government's HUD will provide loans to restore and rehabilitate buildings in certain areas. They won't finance your business, but may provide renovation funds. The basic loan application includes a written statement in which you describe your business plan . You will need to include how this business will generate income, define at what points you will need an injection of cash and explain how you will use the requested loan proceeds. Also, include an explanation of how the loan will be repaid. There are many business plan software programs you can use. It is best to have the money in place about six months before you need it, including in it enough cash to carry you through two months of business. Things to be considered: 1. Shop around for the best interest rate and terms 2. Get your financing before you negotiate your lease. 3. Get your loan agreement in writing. 4. Hire an accountant or lawyer to review your agreement before signing. 5. Make sure there is no prepayment penalty.

19

6. If you choose a venture capitalist, make sure you maintain control running your business. 7. If you get a construction loan, make sure you only pay interest on the commitment as you use it. 2.3.1Resources: Non Traditional Financing - Capital provides clients with various solutions that include; equity, subordinated debt and term debt, as well as mezzanine financing, and business advisory services. You will have access to our extensive network, broad industry knowledge, corporate finance advisory services and contacts within North America's financial communities, which will allow us to quickly identify business opportunities and strategies that will help you achieve your vision of success. Get a Business Loan Build business credit with no personal guarantees and regardless of your personal credit history. Obtain business credit cards, loans, lines of credit. Fill out a short form for more info. Company financing: there are many companies available, to sponsor your business, they can be contacted through internet. They have various interest rates and deals for you for the sponsorship. They may also ask for profit share in your business, like in shares. The finance required for our restaurant to start depends upon various factors: >>Type of a restaurant >>Area and land of the restaurant >>Vicinity of the restaurant >>Services to be provided

20

>>Scale at which the restaurant is to be started

2.4. SELECTING RESTAURANTS CONCEPT:

To start a restaurant, firstly it is very important to decide what kind of restaurant are we interested in? there is a wide range of categories to choose from, by selecting this we can decide the amount of capital going to be involved.

2.4.1 The Main types are: > QSR (quick service restaurants) - A fast food restaurant, sometimes known as a quick service restaurant or QSR, is a specific type of restaurant characterized both by its fast food cuisine and by minimal table service. Food served in fast food restaurants typically caters to a "meat-sweet diet" and is offered from a limited menu; is cooked in bulk in advance and kept hot; is finished and packaged to order; and is usually available ready to take away, though seating may be provided. Fast food restaurants are usually part of a restaurant chain or franchise operation, which provisions standardized ingredients and/or partially prepared foods and supplies to each restaurant through controlled supply channels. Variations on the fast food restaurant concept include fast casual restaurants and catering trucks. Fast casual restaurants have higher sit-in ratios, and customers can sit and have their orders brought to them. Catering trucks often park just outside worksites and are popular with factory workers. > Family Dining: Family style restaurants are restaurants that have a fixed menu and fixed price, usually with diners seated at a communal table such as on bench seats. More common in the 19th and early 20th century, they can still be found in rural communities, or as theme restaurants, or in vacation lodgs

21

>Casual dining restaurant is a restaurant that serves moderately-priced food in a casual atmosphere. Except for buffet-style restaurants, casual dining restaurants typically provide table service. Casual dining comprises a market segment between fast food establishments and fine dining restaurants Casual dining restaurants usually have a full bar with separate bar staff, a larger beer menu and a limited wine menu. >Fine dining restaurants are full service restaurants with specific dedicated meal courses. Dcor of such restaurants feature higher quality materials with an eye towards the "atmosphere" desired by the restaurateur. The wait staff is usually highly trained and often wears more formal attire.

22

>Ethnic Restaurants: Chinese, Italian, Mexican, Caribbean, English, French, German, Indian, Japanese, Korean, Mediterranean, Thai and Vietnamese. >Demographic survey -Do a demographic survey of the area you are going to put your restaurant to determine the ages of customers, Ethnic groups, Occupations, Income levels, Size of market to see if your concept is a good fit for the area. 2.4.2Types of restaurants can be opened under our budget:

1. Quick Service - Also known as fast-food restaurants. They offer limited menus that are prepared quickly. They usually have drive-thru windows and take-out.

2. Mid scale - They offer full meals at a medium price that customers perceive as "good value." They can be full service, buffets or limited service with customers ordering at the counter and having their food brought to them.

3. Upscale - Offer high quality cuisine at a high end price. They offer full service and have a high quality of ambience.

23

Asian

Restaurant -

specializes

in

cuisine

from

the

Asian

region

Breakfast Restaurant - specializes in providing breakfast for at least 6 days per week BYO Restaurant - Restaurants and bistros which do not have a liquor license Casual Dining - Offer comfortable atmospheres and have mid-range prices. Chinese Restaurant- specializes in Chinese cuisine Coffee Shop - provides daytime only, coffee, tea and casual meals CONCESSIONS - Operations that generally operate in conjunction with other activities such as sporting events, movies, and rodeos or they may be seasonal in nature and operate at public parks and pools. Menus are limited and food preparation is simple involving one or two steps DELICATESSENS - Operations offering foods intended for immediate consumption. The main product line is normally luncheon meats and cheeses. They may offer sandwiches, soups, and salads, as well. Most foods are precooked prior to delivery. Preparation of food products is generally simple and only involves one or two steps. Ethnic Restaurants - They range from quick-service to upscale. Their menus usually include Americanized versions of ethnic dishes and/or authentic ethnic foods. European Restaurant - specializes in cuisine from a country or region of Europe which is not covered by another existing (eg. Italian, French) category - (eg. Scandinavian, Spanish, etc) Family Restaurant - offers a varied menu and targeted to the family dining market and offer a children's menu. Since they charge reasonable prices, they appeal to seniors. They have fast service falling between quick service and full service restaurants.

24

FAST FOOD - Operations that specialize in one or two main entrees such as hamburgers, pizza, or chicken. These operations may also provide salad and/or ice cream service. Preparation of food products is generally simple and involves one or two steps Fine Dining Restaurant - provides a formal, structured dining experience at the high end of the market French Restaurant - specializes in French cuisine FULL SERVICE - Operations that offer complete and varied menus for breakfast, lunch and dinner. They have multiple entrees for each meal period which may include soups, salads, and/or deserts. Preparation of food products is often complex and involves multiple steps. Most full service operations will provide customer seating and may include liquor service. (Armadillo, Black Canyon, Nickys, Pot Belly, Olive Garden, etc.) Greek Restaurant - specializes in Greek cuisine Indian Restaurant - specializes in Indian cuisine Italian Restaurant - specializes in Italian cuisine Formal Italian Restaurant - specializes in Italian cuisine with a formal structured Italian dining experience at the high end of the market

Informal Italian Restaurant - specializes in Italian cuisine in an informal, relaxed setting with and a flexible menu Japanese Restaurant - specializes in Japanese cuisine Mexican Restaurant specializes in Mexican cuisine

Formal Modern Australian - offers a menu characterized by fresh seasonal produce and innovative dishes that reflect contemporary trends in Australian cooking provided as a formal, structured dining experience at the premium end of the market

25

Informal Modern Australian - offers a menu characterized by fresh seasonal produce and innovative dishes that reflect contemporary trends in Australian cooking provided in an informal, relaxed setting MOBILE UNITS - Operations that operate from mobile vans, push carts or trailers selling potentially hazardous foods. The operations may be somewhat seasonal in nature. Food service may be limited with most of the complex food preparation taking place in a commissary. New Restaurant - Restaurant that has been operational for a period no greater than 12 months prior to the close of nominations.

Pizza Restaurant - Pizza is the primary menu feature Restaurant in a Hotel -Restaurant in a 3-5 star Hotel offering an in-house restaurant Restaurant in a Motel/Motor Inn/Guesthouse - A Restaurant within a 3-5 star Motel/Motor Inn/Guesthouse offering an in-house restaurant Restaurant in a Pub Hotel/Club/Tavern - Restaurant located in a Pub Hotel/Club/Tavern offering an in-house restaurant Restaurant in a Pub Hotels - Restaurant located within a Pub Hotel offering an in-house restaurant Restaurant in a Resort - A restaurant located in a 3-5 star Resort offering an in-house restaurant Restaurant in a Winery - a restaurant within the premises of a winery Seafood Restaurant - specializes in seafood - offers a wide array of fish and shellfish prepared in a variety of ways.

26

Formal Seafood Restaurant - specializes in seafood in a formal structured seafood dining experience at the high end of the market.

Informal Seafood Restaurant - specializes in seafood in an informal, relaxed setting with appropriate decor and a flexible menu.

Specialty Restaurant - specialize in a particular multicultural cuisine not specifically accommodated by any other listed categories. SPECIALTY SHOPS - Food Service operations that prepare and offer for sale goods intended for immediate consumption, such as unpackaged, potentially hazardous foods which may include snack foods such as dispensed drinks, ice cream, popcorn, candy, cookies, donuts and baked goods.

Steak Restaurant - Typically family-oriented, red meat is primary focus. They usually offer salad bars and other items such as poultry, seafood and pasta.

Sushi Bar - specializes in Sushi Thai Restaurant - specializes in Thai cuisine Themed Restaurant - part of a chain or franchise that have a distinctive, deliberate and consistent themed image or brand Turkish Restaurant - specializes in Turkish cuisine Restaurant Caterer - caters on-site or off-site. After the survey, we decided to open up a QSR type of a restaurant. The reason to choose this as an option:

27

As we are going to open up in Mumbai, the 80% of the crowd like to eat fast food rather than going for fine dining. As it is a fast metropolitan city, people here, do not have time for having a proper lunch instead they prefer fast food over fine dining. 1) As a lot of capital is involved, we arent sure about its success, so involving minimum capital through opening a QSR will be a better option. 2) We can include various dishes once the restaurant is set, thus by upgrading it. But for the start up we choose QSR.

2.5 Permits and licenses required:

When you're embroiled in the excitement of starting a new business, it's easy to ignore the need for licenses and permits. Sure, getting licenses and permits is about as fun as visiting the dentist. But failing to do so-and doing it right from the beginning-is one of the most common mistakes new entrepreneurs make. Following are some of the most common licenses and permits homebased small-business owners may need and where to go for more information.

28

2.5.1 Business License

Contact your city's business license department to find out about getting a business license, which essentially grants you the right (after you pay a fee, of course) to operate a business in that city. When you file your license application, the city planning or zoning department will check to make sure your area is zoned for the purpose you want to use it for and that there are enough parking spaces to meet the codes. You can't operate in an area that is not zoned for your type of business unless you first get a variance or conditional-use permit. To get a variance, you'll need to present your case before your city's planning commission. In many cases, variances are quite easy to get, as long as you can show that your business won't disrupt the character of the neighborhood where you plan to locate. Because you're planning to start a business in your home, you should investigate zoning ordinances especially carefully. Residential neighborhoods tend to have strict zoning regulations preventing business use of the home. Even so, it's possible to get a variance or conditional-use permit; and in many areas, attitudes toward home based businesses are becoming more supportive, making it easier to obtain a variance. Visit the Zoning section of this article for more information. 2.5.2Fire Department Permit You may need to get a permit from your fire department if your business uses any flammable materials or if your premises will be open to the public. In some cities, you have to get this permit before you open for business. Other areas don't require permits but simply schedule periodic inspections of your business to see if you meet fire safety regulations. If you don't, they'll issue a citation. Businesses such as restaurants, retirement homes, day-care centers and anywhere else that lots of people congregate are subject to especially close and frequent scrutiny by the fire department. 2.5.3Air and Water Pollution Control Permit

29

Many cities now have departments that work to control air and water pollution. If you burn any materials, discharge anything into the sewers or waterways, or use products that produce gas (such as paint sprayers), you may have to get a special permit from this department in your city or county. Environmental protection regulations may also require you to get approval before doing any construction or beginning operation. Check with your state environmental protection agency regarding federal or state regulations that may apply to your business. 2.5.4Sign Permit Some cities and suburbs have sign ordinances that restrict the size, location and sometimes the lighting and type of sign you can use outside your business. To avoid costly mistakes, check regulations and secure the written approval of your landlord (if you rent a house or apartment) before you go to the expense of having a sign designed and installed. 2.5.5County Permits County governments often require essentially the same types of permits and licenses as cities. If your business is outside any city or town's jurisdiction, these permits apply to you. The good news: County regulations are usually not as strict as those of adjoining cities. 2.5.6State Licenses In many states, people in certain occupations must have licenses or occupational permits. Often, they have to pass state examinations before they can get these permits and conduct business. States usually require licensing for auto mechanics, plumbers, electricians, building contractors, collection agents, insurance agents, real estate brokers, repossesses, and anyone who provides personal services (i.e., barbers,

30

cosmetologists, doctors and nurses). Contact your state government offices to get a complete list of occupations that require licensing. 2.5.7Federal Licenses In most cases, you won't have to worry about this. However, a few types of businesses do require federal licensing, including meat processors, radio and TV stations, and investment advisory services. The Federal Trade Commission can tell you if your business requires a federal license. 2.5.8Sales Tax License There are two reasons you need a certificate of resale (in other states, this may be called a "seller's permit" or a "certificate of authority"). First, any home based business selling taxable goods and services must pay sales taxes on what it sells. The definition of a taxable service varies from state to state. Depending on individual state rulings, both the parts and labor portions of your bill may be taxable. Sales taxes vary by state and are imposed at the retail level. It's important to know the rules in the states and localities where you operate your business because if you're a retailer, you must collect state sales tax on each sale you make. Before you open your doors, be sure to register to collect sales tax by applying for each separate place of business you have in the state. A license or permit is important because in some states it's a criminal offense to undertake sales without one. 2.5.9Health Department Permits If you plan to sell food, either directly to customers as in a restaurant or as a wholesaler to other retailers, you'll need a county health department permit. This costs about $25 and varies depending on the size of the business and the amount and type of equipment you have. The health department will want to inspect your facilities before issuing the permit. 31

2.6 Selecting the site The factors to b considered while selecting the site are: 2.6.1 Traffic: Foot and motor traffic counts and surveys are an important start. You can get traffic counts from a real estate firm, demographic firm, planning commission, or highway department. You will want to pick a location that has high traffic counts at the peak times you serve your food. One way is access this is to park at the site at different times of the day, including week-ends and get some figures for you. If you are in a downtown area you will need to access the foot traffic. The type of foot traffic will also have a bearing on the concept you choose. 2.6.2 Visibility - Corner locations are great if access from traffic is easy. End locations are the best idea for strip malls. Free standing restaurants with lots of parking are ideal. Signs can help your visibility, but are heavily regulated by city regulations as to the size and locations they can be put. Downtown locations should consider using sandwich board signs or easels to put daily specials on outside to draw attention to foot traffic. 2.6.3 Readily Accessible Parking - This is a must, customers need to be able to find a place to park or they may consider it to be more hassle than it's worth, especially if they are in a hurry. Strong population back-up - near a high school, college, university, office buildings, dense residential areas or high traffic commercial areas. 2.6.4 Accessibility - Customers need to be able to get to your business with ease. Median strips that don't allow for a left-hand turn make it hard for your customers to get to your business. Highly congested traffic areas may also discourage them.

32

2.6.5 Size - Will the site handle the projected amount of customers your are planning on having? 2.6.6 Price - Make sure the price of the site or lease amount fits your projected break-even or you may just be buying a lot of work with no pay. 2.6.7 Condition of the site - How much money will it take to build there or if it is an existing building, how much money will it take to remodel or repair? 2.6.8 Road Construction - Always check with the highway department and local agencies to see what improvements or changes are planned for the ares. We bought an existing restaurant only to have all access roads torn-up for improvements and lost 3 months of sales. 2.6.9 Crime - Another thing to consider is whether or not this is a high crime area, people may not stop if they don't feel safe. Destruction of property, robbery and employee safety are other considerations. Thus an appropriate site fulfilling these needs is hunted and a plot is bought of covering approximately over 2500 to 3000 square feet of area, including kitchen, with the help of a real estate dealer by giving him a brokerage of 1%. The plot is bought in a residential area, where population is more, considering the taste of the people available there. In order to work the restaurant, it should be placed in proper city area, where profit margin is more.

2.7 Infrastructure
With the help of the architecture, builder and interior designers we can start building up with the restaurants infrastructure. The basic design of our restaurant can be finalized according to the needs. The builder would require cement, bricks, POP, paints etc. architect, builder and interior designer will require their own fees which would be deducted from the capital. We will require a area where we have the provision of 24hrs water and electricity. 33

The colour schemes used in the interiors could be red, as the red color increases appetite, which can be a trick to attract the customers. The shades of red can be used to make it appealing. Darker shades can be more attractive and enthusiastic than dull light colors. Restaurant will include W.C , modern amenities for kitchen area, waiting area.

34

2.7.1Materials needed

>> For the interiors: We require tables, chairs as per our seating arrangement. Decoration can include vases for flowers, paintings on walls, wallpapers, posters. Table mats, table cloth, air conditioners, fans, sofas, couch, fire extinguisher. >> For the kitchen area: Various types of bowls, glasses, spoons, forks, plates, knives etc. Mixer, grinder, juicer, blender, toaster, griller, coffee and tea maker, kettle, refrigerator, convection oven, baking oven, chopper, soda maker, chapatti maker, pizza maker, dish washer, chimney, cooking range, gas stoves, water purifier. Utensils used for preparations, frying pan, tawa, cooker, lighter etc. Spoons used for making food, filtering and holding hot utensils. Utensils used for serving, salt and pepper case, sauces case, containers for storage, bottles. Exhaust fans >> For staff aprons gloves uniforms

35

 chef hats Broom, vacuum cleaner, cloth. Cycles for delivering Electronic cash register

>> For hygiene tissues toilet paper air freshener floor cleanser hand wash naphthalene balls dish wash liquid dustbins, garbage bags gloves brimless chef hats badges with their names engraved notepads and pens

The space of the restaurant includes: Outdoor Space: This will depend on your concept, parking, location and budget. Entrance: 1. An area for the hostess to take reservations with a place to store menus. 2. Cashier's area where customers may pay when exiting the restaurant.

36

3. Seating for customers that are waiting to be served. Kitchen - The size needed will depend on your concept. 1) This area should have shelves for equipment, utensils and ingredients. 2. Prep tables 3.Stoves, ovens, broilers, fryers, cooking range, griddle, serving plates, etc. 4. Dish washer, dish washing sinks and cleaning supplies. Food storage area - Walk in cooler, walk in freezer, dry food storage area with lots of shelving.. Office - Desk, file cabinet and office supplies Employee area - An area for employees to hang their coats, and store their personal items. Dining Room - Tables, booths, drink counter with coffee and supplies. Restrooms: cloakrooms for the customers 2.7.2 Lighting required in the restaurant Breakfast: lots of light is needed so that customers can read the morning newspapers while enjoying their coffee and/or breakfast. Lunch: If you are a fast food restaurant, a moderate level of lighting will help to create a fast turnover of customers, especially needed for lunch rushes. Dinner: The dinner hour requires a low intensity of light to create an intimate and leisurely atmosphere.

37

Kitchen - This area should be well lit to prevent accidents, increase efficiency, facilitate quality control and prevent waste. Fluorescent light fixtures are recommended because of their efficiency and cool operating temperatures.

2.8 Types of Lighting

Light can affect a customer's appearance. A light source at or slightly above eye level is most complimentary to the face. Strong overhead lights at sharp angles can accentuate skin wrinkles and deep shadows around the eyes. Table lamps and candles provide a complementary light source if glare is prevented. 2.8.1 Up lights - shine upward casting pools of light on the surface above them and when placed on the floor, behind plants, and in corners, adds to the atmosphere by creating dramatic shadows. 2.8.2 Down lights - positioned to cast a circle of light on the floor, table, or any surface below, and can be recessed into the ceiling, ceiling mounted, or hidden behind ceiling beams or dividers. They can also highlight an entrance area, cashier's station, individual dining room tables, flower arrangements, or the salad bar. 2.8.3 Spotlights -These are used as accent lighting.

2.8.4 Exterior Lighting

38

Exterior lighting - The outside lights often make the first impression your customers have of your restaurant and they can attract customers passing by into your establishment Lighted Signs, architectural highlights, entrance ways, and parking areas need to be well lit. Outside lighting should provide safety by illuminating steps, sidewalks, and other hazards and relay a sense of security.

2.9 Hiring employees

Employees needed in a restaurant can be hired by giving advertisements on nets, newspapers, pamphlets etc. or they can be hired by taking interviews.

Employees required are: 39

 chefs waiters sweepers watchmen manager accountant or cashier

Choosing employees who will do a good job is not only important to the success of your business, but will also contribute to the image of your establishment, provided they are properly trained. The ease of finding good employees will vary depending on your geographic location. Remember to offer a good wage and benefits. Classified Ads Place an ad in local news paper or online. A sample ad might be; We currently have a position open for ____________ (name the position). We are looking for a responsible, friendly, motivated person who enjoys working with people. Please apply in person from 9-12 noons (list times) at __________ (give address) and ask for the Manager. Search the internet resume boards and place ads in the various job recruitment web sites. 2.9.1 Employment Office Call your local job service and let them know you have an opening. The often have a number of people looking for jobs that they have screened.

40

2.9.2School High Schools, Culinary Schools, Colleges, Universities, etc. Referrals From Your Employees If you have a responsible employee with good job performance, this person will probably know or be associated with other people of like character. Job fairs Job fairs are particularly good for filling management positions. Window Ad s Place a professionally written "now accepting applications" in your window. Customers coming in, seeing this sign will often tell others looking for a job or may recommend someone to you. Community Bulletin Boards Often department store, grocery stores or businesses will have a bulletin board to post signs. Recruit from other businesses If you are at a grocery store, restaurant, motel or department store and the employee on duty stands out as an exceptional person, introduce yourself and ask if they know anyone like their selves that may be interested in a job.

Interviewing Employees

41

2.9.3Tips for Interviewing Employees Do interviews as soon as possible. Having a stack of applications with no idea of what the applicant looks like leaves you with no idea of where to start. Offer the applicant something to drink and make them feel welcome. Treat- them like a guest will leave them with a positive attitude and even if you do not hire them, they will continue to be a customer. Conduct the interview in a quiet place without interruptions and take notes. Look for the following: 1. Clean neat appearance. 2. Makes eye contact 3. Smile easily 4. On time. (Punctual) 5. Legible handwriting

42

Questions you can not ask: 1) What is your height, eye color, weight, hair color? Instead, can you lift the amount required by the job? 2) Have you ever filed a discrimination charge? Instead, why did your leave your last job? Did you get along with your boss or supervisor? 3) Have you ever changed your name? Instead, have you worked under another name? 4) Do you own or rent your residence? Instead, how long have you lived at your residence? 5) What is your religion? Instead ask what religious holiday you observe 6) What is your race or color? 7) What is your age? Instead ask if hired you can produce proof of age. 8) Do you have a college degree? 9) What is your citizenship? Instead ask are you an Indian citizen. 10) What is your national origin, decent or nationality? 11) Criminal record? Instead ask if they have ever been convicted of a felony. 12) Marital status, marital plans, spouse, birth control, dependants, child care, prior married name or spouse's view about their working. No questions about future pregnancies or maternity leave. 13) Names & addresses of relatives. 14) Membership of organizations or clubs.

43

15) Medical history or disabilities. Instead ask if they have any physical limitations that would prevent them from doing certain jobs or would re- quire someone else to do them for you.

2.10 Training employees

2.10.1 EMPLOYEE HYGIENE IN THE RESTAURANT FOOD BUSINESS Good personal hygiene practices keep the workers healthy and help to prevent the spread of disease to food. Clothing must be clean. Employees need to maintain a high degree of personal cleanliness during all working hours. Hair restraints must be worn by all persons in the preparation and service of food. This keeps hair from food-contact surfaces and out of food. Shoes must be close toed, with a slip resistant sole. Socks must be worn. Food employees must clean their hands and exposed portions of their arms with soap and running water by vigorously rubbing together the surfaces of their hands and arms for at least 20 seconds and thoroughly rinsing with clean water. Employees must pay particular attention to the areas underneath the fingernails and between the fingers.

44

Food employees must keep their fingernails trimmed, filed, and maintained so the edge and surfaces are cleanable and not rough. Many germs get caught underneath long nails and can get into food while it is being prepared; once there, they will multiply, causing the food to become contaminated. Food employees must clean their hands in a hand-washing sink that is equipped with hot and cold running water. Employees must not clean their hands in a sink used for food preparation, or in a service sink or a curbed cleaning facility used For the disposal of mop water and similar liquid waste. Employees must wash their hands and exposed portions of their arms at the following times: After touching bare human body parts other than clean hands and clean exposed portions of the arm. After using the rest room. After caring for or handling animals. After coughing, sneezing, using a handkerchief or disposable tissue, using tobacco, eating or drinking. Immediately before food preparation including working with exposed food, clean equipment and utensils. During food preparation, as often as necessary to remove soil, contamination and to prevent cross contamination when changing tasks. Food service workers should follow these rules for safe food handling practices: Keep hands and fingers away from hair, face, nose, and mouth. Germs may be easily picked up and transmitted to food by the hands and fingers.

45

Use spoons, forks and other utensils when handling foods. This reduces hand contact and contamination of food being prepared.

Outer clothing must be worn over regular clothing when moving From a raw food operation to a ready-to-eat food operation. Outer coverings should be changed, as they become increasingly soiled. Utensils, clean or dirty should be handled by their base or handle to protect both the server and customer from germs. Keep all equipment and utensils good condition to prevent germs from collecting in broken area.

Employees must not smoke or use tobacco in any form while working in the preparation or service of food or while handling food service utensils or equipment. Smoking is not permitted in food storage and preparation areas or in areas where utensils are cleaned or stored. Cigarette lighting is also prohibited in all these areas No person is allowed to work in any area of a food service establishment in any capacity while infected with any communicable disease, while a carrier of a communicable disease, while afflicted with boils, infected wounds, sores or an acute respiratory infection, in which there is a probability of such person contaminating food or food-contact surfaces with pathogenic organisms, or transmitting disease to other individuals. Before reporting for work, approval from a physician may be required if you have been exposed to a severe communicable disease. All communicable diseases should be reported to the county health department. Only healthy people must be permitted to handle food.

2.10.2 Safety Tips All emergency telephone numbers should be POSTED at all times. This list includes police, fire department, ambulance, health department, and food poison control center phone numbers.

46

Hang a poster of first aid for choking next to the phone. Place a first aid Kit and fire extinguisher within easy reach. Have a fire drill. Your staff needs to be able to help guests to get out of the building safely in case of a crisis.

Burn Safety When removing lids from steaming, pots, pans, and kettles, watch for hot steam and hot lids. Do not use wet potholders when handling hot pans. Make sure they are flame resistant. The handles of pans should be turned inward on range so that they cannot be bumped off. Keep flammable materials such as papers, plastic aprons, etc. away from heat and hot areas. Make sure your pots and pans have sturdy handles. Warn co-workers when you are coming up behind them with something sharp. Tell the pot washer when pots, pans and handles are hot. Use only dry side towels for handling hot items. Preventing fall Step ladders should be in good repair. Never use a chair, box, or counter top to reach things up high. Keep flooring in good repair and clean up grease spills as they occur. You can use salt or cornmeal to absorb the grease and then clean the area.

47

Keep all work areas well lit. Use caution signs for wet floor areas. Make sure tables and chairs are durable and sturdy. Pick up anything on the floor that might trip someone. Cuts Place knives and other sharp utensils in a holder or appropriate place, never loose in a drawer with other utensils. Never cut towards the body and never point a knife at another person. When walking with a knife in a crowded kitchen, carry the knife with the blade pointing down and facing backward. Throw all broken dishes and objects away. Wash all sharp tools separately from other utensils. When washing dishes, never put sharp objects in the bottom of sink. Knives can sometimes become entangled in dish clothes and cause cuts. Fire Safety Keep fire extinguishers serviced and in convenient locations. Make sure everyone knows where they are and how to use them. Keep water away from electrical outlets. Make sure all equipment is up to code. Frayed or exposed wires and faulty plugs can cause a fire. Do not over-burden outlets. Never try to put out grease, chemical or electrical fire by throwing water on the flames.

48

Chemical Safety Store all poisons away from food to avoid cross contamination. Mark all chemicals clearly. Use only food safe products when cleaning food prep areas. Dress Safely A double breasted chef's jacket creates a two layer cloth barrier between the chest area and steam burns. Long sleeves protect the arms against burns and scalding splashes. Long pants are best to protect the legs from burns and should not have cuffs, which can trap hot liquids and debris. Pants should have a snap fly, no belt in case hot grease is spilled on them the cook can get out of them quickly. Hats prevent sweat and hair from falling into the food. Hard leather shoes that can protect the toes from sharp falling objects are important. They should have slip resistant soles. Aprons are to protect your clothes from stains and not wipe your hands on. The wages of the workers would be respective of their posts.

49

How to Handle Customer Complaints in the Food Service Industry We all hate to receive complaints but we can increase our customer base and revenues if we learn to handle them correctly. If customers think you care and are listening to them, chances are that you are going to get complaints. The customer that complains, forces you to do you best and to keep your standards up. Your customers can see things that you might miss and every complaint will give you insight on how to improve your business. Getting defensive never helps and almost always makes things worse. This is not about who is right and who is wrong. It is about helping a disappointed customer and keeping their business. The first thing you need to do is to calm the customer down. You can do this by saying, "I am really sorry this happened to you, what I can do to make it right?" Then fix the problem. The statistics show that about seven out of ten complaining guests will do business with you again if you resolve the complaint in their favor. Encourage customer feedback by putting out customer comment cards. Place a locked 50

container out to put them in to discourage employees from tampering with them. When responding to the card, give them an incentive to come back such as a free desert, meal or drink. Have a form in place that states how you handle customer complaints for your employees to follow and fill out. 2.10.3 PREPARING AN EMPLOYEE HANDBOOK You can have all the brick and mortar in the right place, the most beautiful interior design, state-of-the-art equipment, even the most experienced staff assembled. Believe it or not, none of it is more important than having the right employee handbook. The employee handbook is your single opportunity to get every important facet of your restaurant down on paper. You want your staff to be expertson the menu, the wine list, the kitchen, your mission statement, your philosophy, everything. They can only be experts if you are one too. The employee handbook is your opportunity as an operator to articulate your expertise and enthusiasm for the project. It will be with you as long as the brick and mortar, so you had better get it right. So, does the employee handbook have to be massive, three-ringed binder you thud onto a table before prospective employees? No. In fact, too much information can be intimidating to even the most competent and qualified new hires. However, the employee handbook is your best chance to set your staff up for success. If your new employee is a sailboat and their motivation is the wind, your written words in the handbook are the rudder. This is your chance to point them in the right direction. Let your employees find a way to make their own mistakes. The handbook is your chance to ensure that their mistakes arent because of your omissions. The most important part of the employee handbook is the signature page, usually placed at the end. It is essential to have your employees sign one page of the handbook for the manager to photocopy and place in the employees file. The signature page must specify that the employee has read and understood every word of the handbook, and agrees to

51

uphold the policies and performance standards therein. The signature page can be pulled and referred to at any point during the employees tenure at your restaurant. A good employee handbook is equal parts menu knowledge, wine/bar knowledge (if applicable) and restaurant policy/philosophy/general information. It is most important to not skimp on any part of the handbook. Be thorough and concise. The menu knowledge section should cover every item the kitchen produces, spelling out ingredients, recipes, product origins and any relevant sidebar information. It has to provide the answers to any question a guest could ask. Remember, the servers drive the entire dining experience in most restaurants (especially fine-dining restaurants). They have to be able to articulate the details of the menu with expertise and enthusiasm. Therefore, this section of the handbook should be written with the same standards in mind. A solid paragraph on each entre, side dish, and special should be the minimum, plus any other relevant information. The wine/bar section should be equally thorough, with tasting notes and price points for each wine and drink recipe. Mostly importantly, servers must know how to sell your wine/drinks, and here is your chance to ensure they can, by suggesting pairings and offering thorough descriptions. Finally, the policy/philosophy/general information section must contain everything about the restaurantfrom the hours of operation to what to do in case of a robbery. It should be the reference point for any potential question, including side work and prep work duties, uniform and hygiene specs, parking arrangements and anything else you can think of. In the end, the handbook will serve as a compliment to your employees training experience. If the employee reads it in the manual, talks about it with managers/trainers, sees it executed during training, and is tested on it once training is complete, youve set your new staff up for success. Experienced personnel managers know that hiring employees is the biggest crapshoot a restaurant manager can run into. Weve all walked away from an interview shocked at our good fortune at stumbling across the perfect cant-miss candidate, projecting their progress and future roles in the company, hoping to have found a new right-hand man, only to be disappointed in the end. On the other hand, most of us have also been pleasantly surprised

52

with a questionable hires quick grasp of the business and tireless motivation. Taking as much of the guesswork out of hiring as possible has to be a priority, and theres no better place to start than constructing the ideal employee handbook.

2.11 Deciding the menu

As we have decided to keep our restaurant QSR type, we will add all kinds of fast food.

53

54

55

According to the menu, ingredients needed for preparations needed will be provided to the chef in stock, so as to supply high amount of food to the customers. Hence, them with a good service and no complaints. providing

2.12 Services provided:

Home delivery Kid friendly Serves alcohol Live music Bar area Air conditioned Seating Available Take Away Wi-Fi

56

CHAPTER 3: MARKETING AND PROMOTION

Promotion Print media: Advertisements published in newspapers, pamphlets and magazines Mass media: Announcements on radio broadcasts Outdoor advertisements: Banners on hoardings Out of home (OOH) : Telecasting in malls

Marketing Strategy Offers on happy hours ( 7pm to 9pm) Membership card privilege Special discounts for frequent visitors Variation in menu every month Catering for birthday/kitty parties Feedback request from customers

57

3.1 Marketing through social media:

We can also hire a marketing manager.A Marketing Manager is your path to new clientele. It is an extension of your business in the community; your chance to communicate with the world outside your four walls and advertising dollar. It is also your chance to hear what the outside world has to say. A Marketing Manager fills countless roles, including:

Social Media Manager: This includes email, Facebook, Twitter and text blasts that let your guests and anyone who cares know whats happening in your restaurant. Specials, discounts, promos, events. All these tools grease the marketing wheel, and are worth exploring.

Community Relations Director: Your Marketing Manager knows where to go to find new clientele and how to do it. He can bring along coupons, discounts,

58

cookies, shrimp cocktail, or anything that gets attention. He can visit hotels, resorts, banks, apartment complexes, malls, or anywhere potential guests visit.

Goodwill Ambassador: He can create ways to impact the community while getting the message out. He can find cheap advertising paths like auctions, charities, or community/school events. He can also create personal correspondence and followups with guests booking large events and generate corporate business.

3.2

SUCCESSFUL

RESTAURANT

MARKETING

THROUGH

SOCIAL MEDIA
Let this serve as a warning regarding the changing climate of our business (and please dont shoot the messenger). Social networking as a medium for spreading the message of your business is here to stay. It has pervaded many industries, and it is in the process of doing so for the restaurant business. There are only two reasons that more restaurants dont use online social networks to advertise: there is not enough time in the day, and some restaurant operators are, how we shall say, slightly stuck in their ways. However, the chance exists that those restaurants who fail to embrace marketing through social media in the coming years will be left behind. For a new restaurant looking to establish a regular clientele and to reach out to first-time diners, social networks like Face book, Twitter, You tube and the countless other popular sites offer a great and easy way to reach guests. On top of that, the various hospitalityoriented services like Open Table and Fogbow let your guests look for updates and specials, make reservations and read about recent events. Theyre too easy for your guests to use and too accessible for operators to avoid. They offer the advantage of letting guests sign up to be friends or add themselves to e-mail lists that gain them access to special offers and promos that operators issue. They also let operators cultivate a more palpable sense of what the experience of dining at their restaurant means by adding pictures, videos and descriptions of the experience.

59

3.3 Creating special events for grabbing tips and appreciation

3.3.1 Creating Specials Creating a specials sheet or menu insert offers multiple great opportunities. For your kitchen staff, specials offer a chance to shine by creating something new or interesting that varies from the regular menu and incorporates new components. For management, specials allow you to present another facet of the business, either by using local vendors, creating seasonal entrees or exploring cuisine from different parts of the world. Guests expect a fine-dining restaurant to create something unique for their dining experience. Heres your chance to compose a dish worthy of Iron Chef and present it in an inspiring, articulate manner.

3.3.2 What to Use Its not easy to come up with ideas for specials everyday. In fact, the tendency is to fall into the rut of whipping up the same old entrees or repeating them until guests knows what to expect. Also, if you have bought a specific protein to use as a specialas is often the case youll be inclined to use that protein until its gone. When brainstorming for new ideas for specials, start with what your vendors have available and what they have that is cheap or in season. Seafood and produce are your most volatile commodities, and have the greatest fluctuation in prices. If you are preparing specials that

60

incorporate seafood or produce, be sure to get them at the right price, based on the right time of the year. Its important to prepare something that your guests cant find anywhere else in town. Your special should also be something unlike anything else on your menu. This means that steakhouses shouldnt be afraid to create seafood specials, and Italian restaurants should venture slightly while remaining loyal to the business model. When brainstorming for new recipes, dont be afraid to look online to see what other restaurants are doing, or to explore your favorite culinary websites to mine for ideas. 3.3.3 Cost, Cost, Cost Unfortunately, a kitchen can never get around the need to maintain the right food cost. Before offering, be sure the cost matches your specials price model. In other words, start with the price range you want to charge for your specials, and purchase proteins that fit in terms of food cost. Cheaper proteins allow you to incorporate more components into your entre. Another good place to start is the order sheet from your food vendors. When considering seafood special, scan the prices for exceptionally low offers or special deals. Seafood is especially vulnerable to price reductions based on the season or the migration patterns of the fish. Some of the best ideas come from a discounted protein on a price sheet. 3.3.4 Presentation Specials must be properly presented in order to be effective. This begins with the manner in which you publicize them to guests. Many restaurants print off special sheets or menu inserts, and this is my favorite method. Guests anticipate menu inserts and are happy to read addenda to the menu. Specials sheets represent another face on your business, and must be treated as such. Many great restaurants have appalling special sheets. They should be spelled correctly and have

61

proper punctuation. A good idea is to prepare them using Microsoft Publisher or another software program that incorporates fancy fonts, borders and color schemes. Another option is training servers to verbalize specials. Many restaurants use this method, but few do so correctly. Verbalized specials have to be spoken with enthusiasm and energy, and without interjected. The second best way to infuse your servers with enthusiasm is to let them try your specials. The best way is to threaten their jobs, but that seems extreme (in most cases). 3.3.5 Make it a challenge Specials are a great way for your Executive Chef to challenge his kitchen staff. Give one kitchen member a day of the week and let each of them to compete to see who can create the best special each week. Throw some money into the equation; anything to stir the competitive juices. This business is supposed to be fun, and its worth remembering that creating specials can be an exciting challenge and a new way to present your kitchen. Dont let them be a burden and dont repeat them too often, and theyll be the opportunity they should be. Handling special requests

3.3.6 How to Handle Special Requests If you have handled special requests before, you know that they can go one of two ways. Really well or really poorly. To the operator, a special request is like an airplane landing. The only good result is that everyone walks away safely. Meeting a guests specific demands can be rewarding to the operator and can turn a dinner out into a special night for the guest. Unfortunately, special requests can also go poorly when they are unmet or improperly executed. In the end, there is only one correct way to view special requests and its not a popular one for operators or Executive Chefs. Special requests have to be viewed as an opportunity for 62

your restaurant to win over customers. This is your chance to demonstrate how far your business will go to get a request correct. In many cases, special requests are easy to execute. They often involve a specific table or a pre-order for dessert. However, they can also be very elaborate, including special menus, time itineraries, and specific instructions for servers. It should be understood that the restaurant that can successfully handle special requests is separating itself from the pack, and has likely won

Menu Requests Menu special requests can be far more difficult to execute than they should be. For that reason, many operators and Executive Chefs avoid them at all costs, and simply tell guests no. They are especially difficult in the middle of a busy dinner service. Even minor requests can bottleneck a line far more than they should, in part because of the extra attention from the Chef..

63

Common menu requests can be streamlined by making common substitutions or suggestions available. Examples include:

Substituting a side salad for a specific side dish. Training servers on what to suggest for dairy or sodium allergies. Preparing nut- and dairy-free desserts. Training servers to recommend butterflying steaks that are ordered Preparing special desserts or after-dinner drinks specifically for

well-done.

special occasions. Special menu requests offer you a chance to personalize your service and kitchen. This is a great chance to win over guests by re-formulating an offering something that nobody else in town is willing to offer. To be sure, special requests are easier for some restaurants than others. The restaurant that does 40 covers per evening can handle them better than the one that does 400. Steakhouses that specialize in meat and potatoes typically have an easier time with allergies than, say, a Chinese restaurant. Non-menu requests Perhaps its an engagement or an anniversary celebration, and the guest wants you to sing the couples song. Or maybe it.s somebody.s golf tournament trip and they want to display their trophy on the mantle. Special requests can be tiring and even obnoxious. They may be tedious to you, but they are special to the guest. Its important to remember that this is why most of us go into this business. You will forget the burden once it is over, but the guest may remember the special occasion for a lifetime. Creating lasting memories impacts guests in a way few other things you do as operator will.

64

So, you may have to hum .Oh, Canada. to a group of Canadians in town for a hockey game. Or your server might have to present dessert at the precise second that a guest turns 30. The enthusiasm you maintain while executing those requests will be reflected in the repeat business you have earned. 3.3.7 How to Get Them Right Every Time Getting special requests right requires organization and training. The manager taking the request has to be able to take and place notes for quick reference during the course of a busy service. It is too easy to forget a special request when 100 other guests are being served simultaneously. These strategies can hedge your ability to handle special requests.

Special Events 3-ring Binder: This binder should have individual

pages for large groups and special requests to be left at the hostess stand and managers office.

Pre-shift Meetings: Preparing your staff for a special request taken

in advance makes sure everyone is on the same page, while expressing how important it is to get them right.

Adjust your POS System: For special requests from walk-in guests

or minor order requests, a different font or color on printers or within POS systems alerts everyone to the change.

Be On Top of It: If its special request of the kitchen, be in the

window or watch the entrees as theyre delivered to ensure that you got it right. Following these steps will ensure that your business is making memories that will impact your bottom line. Remember, guests are accustomed to being run around by the service industry. The service business that bends over backwards makes a large impression that ultimately affects the bottom line.

65

3.4 Maintenance of the restaurant

Keeping your establishment clean and sanitary at all times, makes it more pleasant for customers to visit and a better place in which to work. Good cleaning habits can break the chain of infection from the source of the disease to the customer and employees. Posting and following daily cleaning schedules can increase cleaning efficiency. Cleaning should be done during periods when the least amount of food is exposed, such as after closing. This does not apply to cleaning that is necessary due to spills. Keep floors repaired and clean. Keep walls, ceiling, windows, screens, doors, and light fixtures clean and in good repair. Keep screens on windows, doors, and outer openings closed and in good repair. Keep exhaust fans, filters, and hoods in good working order and clean of dust and grease.

Clean rest rooms and fixtures daily. Prepare and store food in clean, dry places. Loading zones and garbage areas should be kept clean, and free from trash for pest control and safety.

66

Purchase equipment that has been approved by an accredited third party. Follow manufacturer's instruction for equipment installation, use, care, and cleaning. Keep counters, shelves, hoods, and sinks clean and free from dust, dirt, insects, and other contaminating material Clean can -openers daily. Replace nicked or dull cutting blades Clean dish machine daily. Remove, wash, and rinse tubes, making sure that openings are not clogged. De-lime machine as needed. Keep microwave ovens clean. Keep air temperature in all parts of the refrigerator at 41F or below.

Install drain lines with air gap before going into sewers Follow the manufacturer's instructions for cleaning and sanitizing soft ice cream or milk shake machines Deep fat fryers, ovens, stove, ranges, mixers, peelers, and similar equipment should be cleaned daily.

67

3.5 MARKET ANALYSIS As there is no competition of the restaurants in the vicinity for fast food, we have started up this restaurant. It is located in a residential area due to which it is highly populated and is nearby colleges and schools. Nowadays, the generation is tempted towards fast food than the regular food items like rice, vegetables and bread. They want something different, quick and delicious that can attract them and a happening spot to hang out with their friends and family and so we are here to fulfill their needs. We provide good services which include experienced chefs, discount offers, excellent ambiance, friendly staff, variety in fast food, hygienic conditions, etc. at affordable prices. So it has a great scope.

The minimum profit margin in restaurant business is 20%. If the demand of the restaurant increases, we have to aim at mass production which in turn decreases the cost price. If the demand increases, the supply also increases and then we can raise the figures of the rates of the items depending upon its popularity. This can enable us to incur a profit with a higher profit margin. It also has a great scope in future as we have stepped into such an industry

68

that can never collapse as in this 21st century everyone desires to have luxurious services and delicious meals.

Conclusion
Entrepreneurship has assumed super importance for accelerating economic growth both in developed and developing countries. It promotes capital formation and creates wealth in country. It is hope and dreams of millions of individuals around the world. It reduces unemployment and poverty and it is a pathway to prosper. Entrepreneurship is the process of exploring the opportunities in the market place and arranging resources required to exploit these opportunities for long term gain. It is the process of planning, organizing, opportunities and assuming. Thus it is a risk of business enterprise. It may be distinguished as an ability to take risk independently to make utmost earnings in the market. It is a creative and innovative skill and adapting response to environment of what is real. As we have chosen restaurant business, it involves risks but has a great future scope once it is promoted and maintained well. It has a high amount of capital involved but also high amount of profit making.

Bibliography
Entrepreneurship Development google.com allfoodbusiness.com

69

 goentreprenuer.com

70