OISHI BENTO

I.

Company Description
1. Motivation
- People nowadays dont have time to prepare their own meals. They use to consume
fast food that is not guaranteed hygienically. We are here to provide high quality food
with quick prepared.
2. Entrepreneurial Opportunity
- We serve catering food in Japanese decorated meal style (bento), which still rare in
Indonesian community.
3. Business Concept
- Rishi Bento is a setting up company to market bento, Japanese prepared meals. We
want to offer complete and balanced meals reflecting Japan tradition. Our market
selling target is young ages in kindergarten/elementary school whose parents dont
have time preparing meals for them to eat during school recess or at courses.
- Irregular customer can order our bento and we will directly deliver it. But, selling to
regular customer is the priority for the company. Irregular customer pay at the time
they receive ordered bento. Regular customer will pay within 7 days, 14 days, or 30
days (optional).
- For the regular customer, we will deliver the bento catering in time that already been
arranged, maximum three times a day.
4. Vision Statement
- Oishi Bentos vision is to be the most innovative and trustworthy catering service.
5. Mission Statement
- Oishi Bentos mission is to provide customer with the finest bento catering. We exist
to attract and maintain customers. When we adhere to this maxim, everything else
will fall into place. Our services and quality of food will exceed the expectations of
our customers.

II.

Product or Service Plan

1. Products and Services

Oishi catering is a catering that specialized in character bento. Every order is made special
according to what customers want, with foods that are packaged in character bento which is more
interesting for kids.
Oishi catering provides many choices of menu such as rice, noodle, pasta that will be combined
with meats and vegetables to give your kids balanced nutrition.
For our ingredients, we only use high-quality and fresh ingredients and we processed
hygienically to maintain our quality and taste for every food menu. The seasoning for our foods
are adapted to children's needs which is different from adults.
Every bento from Oishi catering are packed in food container import made of PP-5 and PP-6
food grade that is qualified with international standards, which is safe to put in microwave.

We provide 3 kinds of food container based on your children's age :

1. Mini box ( 12 x 12 cm ) for toddlers.
2. Medium box ( 12 x 18 cm ) for children under 7 years old.
3. Large box ( 15 x 23 cm ) for children above 8 years old.
Our bento's price based on design and menu package that you choose. We will deliver it to your
house within 20 minutes.
2. Unique Selling Proposition
- We provide 20 unique characters bento (kyaraben) in a month. The themes will be
change
3. Product Development Milestone

III.

Industry Overview

1. Industry Analysis
2. Competitors
3. Barriers to Entry

Economies of scale
: The existence of economies of scale in an industry creates
barriers to entry. Since existing firms are already producing they are often better
position to exploit economies of scale than a new entrant and, as such, can often
undercut on price.
Solution
: achieve economies of scale through better time, expertise,
and unique selling proposition.

Product differentiation : There is a high level of product differentiation in the

industry then this creates a barrier to entry since new entrants will not be able to
compete merely on price, but will need to provide a unique value proposition
o Brand recognition
: Existing firms and products have strong brand recognition
that will deter our firm. If customers perceive existing products as unique or high
quality then our firm will need to spend money to educate customers about the unique
qualities and benefits of its new products. This will increase the cost of gaining
market share and deter entry into the market.
- Solution
: We provide 20 unique character bento ( kyaraben ) in a
month and we will deliver your order within 20 minutes.

Advertising
: Incumbent firms can seek to make it difficult for new
competitors by spending heavily on advertising that new firms would find more
difficult to afford. Here, established firms' use of advertising creates a consumer
perceived difference in its brand from other brands to a degree that consumers see its
brand as a slightly different product. Since the brand is seen as a slightly different
product, products from existing or potential competitors cannot be perfectly
substituted in place of the established firm's brand. This makes it hard for new
competitors to gain consumer acceptance
Solution
:

Capital
and raw materials
Solution

: need the capital to start up such as equipment, building,

: Look for investors that are interested in our business.

Access to raw materials : If a new entrant like our firm cannot gain access to raw
materials then this represents a barrier to entry. If existing firms have exclusive long
term contracts with suppliers (or existing firms own key suppliers) this will make it
difficult for our firm to obtain the raw materials it needs to operate effectively in the
industry.
Solution
:
Limit pricing
:Existing firms may be operating a predatory pricing
policy. As the title suggests, this is a policy designed to kill off competitors by
reducing the price below cost price temporarily. The idea is that once the competitor
is killed off, the firm can raise the price back up to the old level and steal all their
customers. Limit pricing is similar to predatory pricing, except the firm in question is
trying to 'limit' the entry of new firms by setting the price low enough to prevent new
firms entering, but high enough to still make some sort of profit. Actions like this by
incumbent firms obviously act as a barrier to entry for potential new firms.

VII. Operational Planning

1. Location criteria
- Being in the right location is a key ingredient in a business's success. If a company
selects the wrong location, it may have adequate access to customers, workers,
transportation, materials, and so on. Consequently, location often plays a significant
role in a company's profit and overall success. For Oishi Bento, as it is a catering
business, we only need retail space of 300 square feet.
- The venue has to have room for two kitchens. One kitchen is used for cooking and the
second one is for preparing and packaging the character bento. The venue also needs
parking spaces for our delivery motorcycles.
- As our business catering is for school then Oishi Bento wants to be near to many
schools. We need to be close to our customers, because proximity to customers
reduces shipment time and increases company responsiveness to customers.
- We also want our venue to be near to our suppliers. In addition, having suppliers
nearby can help our company to reduce production costs.
2. Facilities and equipment
I.
Kitchen equipment
- Knives sets
- Cutting boards
- Frying pans
- Stock pots
- Woks
- Grill pans
- Kitchen tongs
- Spatulas
- Wooden spoons
- Spoons
- Forks
- Plate
- Bowls
- Plastic tupperware
- Kitchen timers
- Pot holders
- Food storage
- Hairnets
- Gloves
- Stainless steels work tables
- Kitchen sink
- Refrigerators
- Stoves
- Food blenders
- Rice cookers

II.
-

Delivery Equipment
Motorcycles
Cart for motorcycle

3. Product Development Process

- How to make character bento :
1)
Divide the rice into three equal portions. Minx one portion with the tomato sauce
until lightly pink. Mix another with the soy sauce until light brown. Leave remaining
portion plain.
2)
Using plastic wrap, shape each portion of rice into a ball and place into paper
cupcake cases
3)
To make a cat from the brown rice ball, pinch to form pointy cat's ears. Scatter
one ear with fine bonito flakes. Cut an oval from the cheese slice to make a nose. Cut
shapes from the nori to make eyes, a mouth and whiskers.
4)
To make a pig from the pink rice ball, cut triangles from the boiled carrot to make
ears. Secure to the rice with pieces of the dried angel hair pasta strand. Cut an oval from
the boiled carrot to make a nose, using a straw to punch holes for nostrils. Secure to the
rice with more dried angel hair pasta. Cut shapes from the nori to make a mouth.
5)
To make a panda from the plain rice balls, add ears by securing the black beans
with pieces of the dried angel hair pasta strand. Cut shapes from the nori to make the eyes
and mouth. To make rosy cheeks, use a straw to punch holes from the outer layer of the
imitation crab.
6)
Arrange the balls in a bento box and fill the remaining space with salad greens,
ham or chicken or beef that has been cooked according to the order.
7)
Put the orders into the motorcycle's cart and deliver it to their schools during their
break time.

Marketing Plan
1. Place strategy
Our distribution channel will be direct distribution ( school or home delivery ). We have
some packages that we offer to our customers. They will choose what packages they want
and fill the information that we need such as address, time to deliver, etc. through website
or telephone. If you do not want to choose our package which means you are a direct
customer, there will be a minimum purchase ( 3 bentos ). We will not charge delivery fee
since it has been included in our bento's price. For our direct customers, we will make
sure that our bento will be delivered within 25 minutes or it is free. Our bento will be
packaged in a plastic tupperware that suits international standards and wrapped up with
furoshiki ( japanese cloth ) like japanese lunch box. For our customers that choose a
package, payment will be paid in advance. Our customers could transfer to our bank
account. But, for our direct customers, payment will be paid when we deliver your order.
Our direct customers could pay with cash or debit.
2. Promotion strategy
We have several promotion strategies to gain new customers and to keep our customers.
Web plan
The Oishi web site will offer information for our customers ( current members, regular
customer, and potential members ). The web site will have complete information on how
to use Oishi membership, how to buy, etc.
The web site will include the following information :
-

Company's profile
Our bento menu
Bento packages
How to buy and purchased
Memberships
Membership form
Point of purchased
FAQs
Blog
Team bento
Customer service contacts

The web site will target families that have kids but does not have any time to prepare
meals for their kids. Oishi will use professional web designer and hosting to create our
web site. The web site will be marketed in the following ways :

Facebook
Twitter
Search engine ( using search engine optimization )

Print advertising
The print advertising will be used in local magazines. The print ad will target all
segments of our market by reaching out to prospective members at locations they are
most likely to be like schools. With this advertising, our objective is to get the local
families in Kedoya to try our bento. This is the most effective and low cost promotion for
our service. This promotion will be measured by the number of new memberships and
regular customers. We will be able to quantify how effective this promotion is by seeing
the percent response rate with increase in new memberships.
Flyers
In modern advertising, flyers are regarded as an old form of promotion, but all is not
groom, flyers couple up as one of the most cost-effective and adaptable form of
advertising. Since flyers are easy and cheap to produce, attracting even a small number of
customers will still off-set costs you incurred to print and distribute. We could give it to
schools and pedestrians in our neighborhoods. Distributing flyers to the community
creates an awareness of our business and what it offers. To prevent people from tossing
our flyers in trash, we could take advantage from other businesses. Businesses such as
grocery stores, book store or coffee shops have boards for placing adverts. It is free to pin
our flyer on this designated areas. We might even ask the store owner to hand the flyers
to customers during checkout or place them on tables or shelves where customers can see
them.
Stand at schools
Some people still do not know about character bento. We need to informed them about
our character bento so they will buy it. That is why, we will make character bento stands
at school. We also make a workshop for kids, so they can learn how to make character
bento. It could be a fun activity for them. It could make them interested in our bento,
therefore they will ask their parents to buy our bento for their meals. It is an effective way
to advertise our bento.

 Membership
For our customers who take packages, they will get a membership. After their first
purchased, they will get 10% discount in their second purchased when they take another
packages or order.

Point of purchased
For our regular customers who order directly, they will get points every time they
purchase bento at oishi bento. Every multiply of 25 points, they will get compliments like
free tempura, desserts, drinks, coupons or free bento. Point of purchase promotions offer
marketers one of the most effective sales promotion tools included in the "promotional
mix."

Getting and using testimonials

Testimonials are beneficial in a number of ways, like they add instant credibility. We are
not telling prospects how great our product is, one of their peers is they leverage our
existing client base. It is a subtle way of saying, "These people buy our bentos, why don't
you?". Good testimonials can be excellent marketing tools, but getting them can be a
challenge. Even when client has a really good testimonials.
3. Pricing plan