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Business Plan

For
Fresh Meal Restaurant
By:
Muhammad Atique Anwar
Muhammad Fahim Khan
Mushaid Hussain Abbasi
Habib Khan

Fresh Meal Restaurant,


Ch. Walait Plaza,
Opposite Askari 10,
Main Airport Road,
Rawalpindi, Pakistan.
051-5886672
infor@freshmeal.com.pk

I.
I.
II.

Table of Contents

Table of Contents
Executive Summary

III.

General Company Description

IV.

Products and Services

V.

Marketing Plan

VI.

Operational Plan

VII.
VIII.
IX.
X.
XI.
XII.

Management and Organization


Personal Financial Statement
Startup Expenses and Capitalization
Financial Plan
Appendices
Refining the Plan

II.

Executive Summary

Fresh Meal will be an eat-in, carry-out restaurant, specializing in evening and weekend leisure
dining including Bar BQ.
What makes Fresh Meal special as a business proposition? New restaurant openings are known to
be risky. What have we done to neutralize these risks and assure success?
First, we have identified an unfulfilled market for our exceptional product. Careful research has
demonstrated a 66% positive response by a representative sampling of our primary and secondary
geographical markets. We have learned that people living in Askari 10, Scheme-III and Scheme-I,
or within reasonable driving distance, would patronize a good eat-in or carry-out Bar BQ restaurant
in nearby areas if one were available. Further research of the population demographics of this area
reveals a lifestyle most conducive to eating out often, as frequently as three times per week.
Management has also identified a very viable commuting market that frequents the area, availing
themselves of the many attractive restaurants. These customers travel there from downtown
employment, stadium events, and other entertainment centers such as Jinnah Park and Ayub Park.
Fresh Meal will be a welcome addition to this ambiance, offering to the area a delectable barbecue
fare not currently available.
Many thousands of people also work in and near the Fresh Meal Restaurant and often unwind after
work at one of the many restaurants. Fresh Meal intends to be part and parcel of this scene,
offering superb Bar BQ along with convenient carry-out. Relaxed patio dining is also planned for
use during pleasant weather.
Fresh Meal also has a sound marketing plan directed at our three identified markets. Viable market,
good promotion, and an excellent product, backed up by sound and experienced management will
go a long way to assuring success of the business venture.
Our anticipated capitalization consists of a budget of Rs. Two million, including Rs. One Million
owner's equity along with Rs. One million borrowed capital. Owner's equity derives from joint
savings of Mr. Muhammad Atique Anwar, Muhammad Fahim Khan.
The operating plan provides for proprietor withdrawals of Rs. 50,000/- per month for the first 12
months of operation. Mr. Mushaid will be responsible for procurement. Mr. Habib Khan will be
responsible for financial matters. Mr. Fahim will act as Customer Relationship Manager and Ill be
the CEO of Fresh Meal Restaurant.

III.

General Company Description

Mission Statement:
Our Mission is to provide fresh, healthy, nutritious and great tasting food at reasonable prices in a
clean, friendly and convenient environment.

Goals & Objectives:

Keeping food cost fewer than 35% revenue.

Keeping employee labor cost between 24-29% of revenue.

Stay as a small restaurant with excellent food and service.

Averaging sales between $5,00,000-10,00,000 per year.

Promote and expand Fresh Meal in Islamabad.

Expand our marketing and advertising in Islamabad.

Achieve 12% return on investment to investors for the first two years and 15% for the next
three years.

Business Philosophy:
As we know that customer-oriented missions define organizations purpose in terms of
meeting customer needs or providing solutions for them. They provide more flexibility than
product-oriented missions and can be easily adapted to changing environment. So our
business will be a customer oriented business.

By ensuring that each guest receives prompt, professional, friendly and courteous
service.

By maintaining a clean, comfortable and well maintained premises for our guests
and staff.

By providing at a fair price - nutritional, well-prepared meals - using only quality


ingredients.

By ensuring that all guests and staff are treated with the respect and dignity they
deserve.

Thanking each guest for the opportunity to serve them.

By maintaining these standards we shall be assured of a fair profit that will allow us to
contribute to the community we serve.

IV.

Products and Services

Our menu consists of juicy, thick steaks that are coated with a secret combination of flavorings
and zesty spices. The menu also consists of butter-roasted and seasoned chicken dishes, fresh
grilled sea foods, imaginative salads, cold melon chowders, a variety of huge burgers and grilled
sandwiches, soups, appetizers with berry barbecue sauces, refreshing fountain drinks, and flaming
desserts.

V.

Marketing Plan

We will employ three different marketing tactics to increase customer awareness of Fresh Meal
Restaurant. Our most important tactic will be word-of-mouth/in-store marketing. This will be by
far the cheapest and most effective of our marketing programs.
1. Word-of-mouth/In-restaurant Marketing:
a.

V.I.P. Party - We will host a V.I.P. Dinner before the 'Grand Opening.' This will
serve the dual purpose of training our staff and introducing ourselves to the
community. The list of individuals we will invite comes from the Chamber of
Commerce.

b. Grand Opening celebration.


c. Once a month invite a new local artist to show their work in the lounge.
d. "Restaurant Night" - Every Monday night we will have a special evening for
restaurant people. A perfect night for the local area's restaurant owners and staff to
get together on a night off!
e. Eids dinner.
f. Pakistan Day Celebration.
g. Labor Day weekend party.
h. New Years Eve party.
i. Special ethnic food nights.
j. Memorial Day.
2. Local Marketing:
a. We will make a brochure for our restaurant containing interior pictures of our
restaurant, menus and prices.

b. There are several organizations in the city. We will approach them to serve meals for
their staff on discounted rates.
3. Local Media:
a. Newspaper campaign - Placing several large ads throughout the month to deliver
our concept to local area.
b. Direct mail piece - Containing interior pictures of our restaurant, our menu, "Theme
Nights," catering and an explanation of our concept.
c. Website
d. Target marketing to businesses for regular business lunch and dinner entertaining.

VI.

Operational Plan

Explain the daily operation of the business, its location, equipment, people, processes, and
surrounding environment.
Production
How and where are your products or services produced?
Explain your methods of:

Production techniques and costs

Quality control

Customer service

Inventory control

Product development

Location
What qualities do you need in a location? Describe the type of location youll have.
Physical requirements:

Amount of space

Type of building

Zoning

Power and other utilities


Access:
Is it important that your location be convenient to transportation or to suppliers? Do you
need easy walkin access?
What are your requirements for parking and proximity to freeway, airports, railroads, and
shipping centers?

Page 17 of 31

Include a drawing or layout of your proposed facility if it is important, as it might be for a


manufacturer.
Construction? Most new companies should not sink capital into construction, but if you are
planning to build, costs and specifications will be a big part of your plan.
Cost: Estimate your occupation expenses, including rent, but also including maintenance,
utilities, insurance, and initial remodeling costs to make the space suit your needs. These
numbers will become part of your financial plan.
What will be your business hours?

VII.

Management and Organization

Who will manage the business on a daytoday basis? What experience does that person bring to
the business? What special or distinctive competencies? Is there a plan for continuation of the
business if this person is lost or incapacitated?
If youll have more than 10 employees, create an organizational chart showing the
management hierarchy and who is responsible for key functions.
Include position descriptions for key employees. If you are seeking loans or investors, include
resumes of owners and key employees.

IX.

Start-up Expenses

Startup Expenses and Capitalization

Kitchen and Fixtures


Furniture and Interior
Legal
Rent
Packaging and Stationary
Contingencies
Total Start-up Expenses
Start-up Assets
Cash Required
Other Current Assets
Long-term Assets
Total Assets
Total Requirements

$21,600
$16,500
$3,000
$15,000
$8,500
$4,200
$68,800
$50,000
$0
$0
$50,000
$118,800

X.

Financial Plan

The company is now privately held by Harry Hip, Guy Fry, Carl Cone, and Sam Sauce. Future
shares will be offered after two consecutive years of operating in Singapore.

Start-up Funding
Currently, the company is owned by the original 4 founders, who each will contribute $200,000 for
the same amount of share, 25%. This will more than cover start-up requirements, and provide the
business with a cash cushion to use for expansion over the first three years.

Start-up Funding
Start-up Expenses to Fund
Start-up Assets to Fund
Total Funding Required
Assets
Non-cash Assets from Start-up
Cash Requirements from Start-up
Additional Cash Raised
Cash Balance on Starting Date
Total Assets
Liabilities and Capital
Liabilities
Current Borrowing
Long-term Liabilities
Accounts Payable (Outstanding Bills)

$68,800
$50,000
$118,800
$30,000
$50,000
$681,200
$731,200
$761,200

$0
$0
$0

Other Current Liabilities (interest-free)


Total Liabilities
Capital
Planned Investment
Eric Yam
Martin Ng
David Lu
Sagita Suwandi
Additional Investment Requirement
Total Planned Investment
Loss at Start-up (Start-up Expenses)
Total Capital
Total Capital and Liabilities
Total Funding

$0
$0

$200,000
$200,000
$200,000
$200,000
$0
$800,000
($68,800)
$731,200
$731,200
$800,000

Break-Even Analysis
Our break-even analysis shows that we need unit sales over 9,700 per month to break even. We do
not expect to begin turning a profit until year three.

Break-even Analysis
Monthly Units Break-even
Monthly Revenue Break-even
Assumptions:
Average Per-Unit Revenue
Average Per-Unit Variable Cost
Estimated Monthly Fixed Cost

9,706
$32,104
$3.31
$0.73
$24,979

XI.

Appendices

Include details and studies used in your business plan; for example:

Brochures and advertising materials

Industry studies

Blueprints and plans

Maps and photos of location

Magazine or other articles

Detailed lists of equipment owned or to be purchased

Copies of leases and contracts


Letters of support from future customers
Any other materials needed to support the assumptions in this plan
Market research studies
List of assets available as collateral for a loan