Executive
Summary
This assignment aims toward providing an over view of
the prospects of restaurant. Here we’ve learnt about restaurant & how to
open, maintain a restaurant. Kebab & Music Café unlike a typical restaurant
will provide a unique combination of excellent food at value pricing with a fun
and entertaining atmosphere. Kebab & Music Café is the answer to an
increasing demand. The public wants value for everything that it purchases is
not willing to accept anything that does not meet its expectations, and wants
entertainment with its dining experience.
Business
Concept:
We are going to
establish Kebab & Music Café. Here we make different types of Kebab &
serve it with different way. It is the place of entertainment.
Kebab & Music Café’s Mission:
Kebab &
Music Café is an entertaining place for eating combining with the quite
enjoyable atmosphere with music. Here we are focusing on providing our customer
not only delicious foods & trying to provide fun atmosphere. In kebab &
Music Café, Music will be performed by various music bands. Music show will
held every day from 8pm to 10pm.We want fair profit & reward for the
staff’s. We want to make our employees happier so they can make happier the
customer .We want to make our Kebab & Music Café for all ; families ,couples
,singles ,students ,young & old.
Kebab & Music Café’s Objectives:
Kebab &
Music Café’s objectives for the first three year’s .
·
Growing sales unit per year.
·
Reducing second year cost than first year.
·
Profitable in two year’s.
·
Maintaining the cost control by the tight
control management.
·
Serve order with five minutes.
·
Maintaining a good relationship with customer.
Pre-Start Up Stage:
In this stage we are researching our business
plan to determine where will we start our venture .We are seeking our
opportunities .We are going to establish our venture at Banani beside the Northern
University. There are few kebab shop bur more or less all of them are
expensive. We will provide food at an affordable price for all. Kebab &
Music Café is committed to customer for giving the quality food at an
affordable price .Kebab & Music Café focusing on providing highgenic
quality & innovative foods in a clean & fun environment. We have to
control our all cost at all times in all areas.
Product Market Study:
Before
conducting business we’ve made a research on our product. We’ve applied
questionnaire method for evaluating our product and we’ve got a good response
from customer .We’ve our customer at all age like, young ,old, single, couple,
students, executives. Our food’s is realistic & highgenic but we’ll serve
it in our traditional way .Here in the market there is lots of competitors, to
compete with them we are trying to bring come with new ideas.
Financial Planning:
Cash is the key
for our business. We are investing 70% Tk by our own effort ; rest 30% Tk we’ll
borrow from our parent’s, friends,& bank .Actually our businesses a
partnership business. That’s why we are investing 70%.
Sales:
We are going to
start our sales on April 14th, 2010. On the opening we are going to
give 10% discount & gift for the customer.
Management Play Roll:
Initially
we’ve hired two managers for our restaurant.
Fixed & Variable Expense:
Fixed expense occur at machineries,&
variable expense depends on economic polities.
Marketing Fees:
This fund will
be used for all the production of various marketing materials.
Pre-Start Up Implementation:
Now we are ready
to start our venture. We have all kind of resources like; equipment,
machineries, staffs, magician, music band and venue. We have got our trade license.
Start –up stage:
We have made our business plan that we are
going to launch our Kebab & Music Cafe.
Now it is the time to get entre the market for
competition with our competitor’s .That’s
why we are taking lots of initial steps to
survive in the market.
Start up Operating Objective:
Sales:
To increase our monthly sales volume we have to maintain price with the
Accordance of customer ability. To achieve
target sales by providing extra services or
Discount .
Revenue:
Revenue is the key of business so the main
objective will be earning maximum profit by
reducing minimum cost. Variable cost should
be reduced.
Growth:
We have to achieve our incremental growth by
our product & service. We should also maintain balance of growth with
ability to under write restaurant inventory materials & human resource
which is necessary for our business.
Position:
To stable our
business we should identify market strategy for opportunities in new foods,
services or customers during start up, so that we decide to serve our food in
our countries traditional way. We will provide discount from the opening day to
two weeks. We have to remind our customer that we are in market by various
promotional activities.
Product & Service:
Kebab
& Music Café will be opened all day at 3pm to 12 pm. We will provide
quality food. We have done our product research and we have found that there
are few restaurant serve Kebab but we will provide some another types of
delicious foods. For this special food we have hired four staff, two of them
from Mohammad, Geneva camp they are ex-staff of Mustakim is restaurant &
another two staff is trained in India on Kebab. Both of four specialized staffs
are researching to find out new food items. Both staffs are experienced, so we
can ensure that we will provide quality food. Customer will be attracted by our
quality food & price. We are special focusing on a large and growing
collection of “time poor” individuals placing increasing value on every spare
moment of their day. Customers’
perception of ‘healthier’ is an important value proposition. Kebab & Music
Café provides this, with the added bonus of serving the food quickly. Our food menu
& price are given:
Food Items
Shik
Kebab AlooParata
Boti kebab Boti
Chap
Tandori
chicken Khiri Kebab
Shami
Kebab Mushroom
fry
Tikka
Brain
Fry
Doner
Kebab Ghilafry Kathi Kebab Luchi
Reshmi Kebab Nan
Shik
Kebab ButterNan
Garlic Nan Salad
Plain
parata
Thai
Soups ( Thin/ Clean)
Chicken
Soups
Coke,
Sprit, Fanta , Diet Coke Lassi
Labang
Kebab & Music Café will broad customer appeal due to our casual family
atmosphere, wide variety of food offerings & low price points. We will not
only compete with the casual segment restaurant but also with the family values
Kebab & Music Café.
We
will have some advantages:
·
Lower price than others.
·
Music performed, song can be delegate for any
kind of occasion
·
We will serve food with in five minutes. If we
fail to serve within 1o minutes then
We will give 20% off from order.
·
It will be self service.
·
We will provide more entertainment environment
than other competitors; our guest
Will view our meat cutting color as
they can watch our cooks section .
·
Our food will be fresher.
·
There will not be any confusing menu board, our
price will be started with everything
Include.
·
We will not need trays for guest’s carrying
drinks, plates 7 napkins from the cash
Counter; everything is conveniently
placed beside the food section.
·
We will be able to staff our restaurant with
25%fewer employees than our competition.
With no need for servers only one cashier
operating hours & out front servicing our
food bars, we can seen easily with
reduced.
·
We will decorate our restaurant by the interior
designer.
·
On the traditional occasion we will decorate AS
LIKE AS THE OCCATIONS VIEW.
·
We will provide special service for any kind a
program, ceremony, occasion .
Technology:
Kebab & Music Café will invest in a single
speed computer to provide a fast & efficient connection to the internet and
also be linked to our cash register. We also order online, email, & have a
webpage .By this computer we will control our security system. We will provide
Direct mail that will explain our concept list price & show inside
photograph of our restaurant.
Market Research & analysis:
Here we are
seeking for market opportunities that will give extra benefit to our
restaurant. We have done our market research .The market research’s result will
be shown in four parts, they are given below:
Identifying
potential customers:
In looking at
our market analysis, we have defined the following groups as our potential
customer. We have categorized our potential customer, they are given below:
Age -- Seniors,
Baby-Boomers, young married couples with children, singles, couples and
executives.
Gender -- We
will equally target both sexes with a slight skew for males due to their heavy
consumption of red meat.
Income -- We
will appeal to the high side of low income individuals and to all in the middle
income bracket.
Occupation -- We
will target the university teachers, young professionals with a family, and
most of official levels.
Education --
High school graduates or individuals with some college & university
students.
We have an
excellent feel for the Banani area and it’s a core group of customer area. Here
all kind of customers around us so they can express their feelings, demands,
wants with us. Here al most everyday held any kind a occasional party so that
it’s a potential opportunity for us to gain success.
Evaluates market:
Here we are
looking for future markets. Here customers are having money for their needs. We
have identified their some needs, they are given below:
·
Seeks strong value.
·
Wants variety and flavor in its food.
·
Looks for speed of service.
·
Wants an entertaining atmosphere.
·
Insists upon a clean, friendly, and attractive
environment.
·
People want more leisure time.
The competition
is strong, with many restaurants competing for the consumer money. It is almost
impossible today to strike off into a new, unique, untried venue. Only the
strong will survive and prosper. We think we have achieved and maintained a
competitive advantage. We believe that combining the popularity of Kebab with
the Music concept is the key to success. No other Kebab restaurant has not this
type of concept .
Here the market
niche is Kebab –E- Q. But it is so much expensive so that everyone doesn’t
afford to eat. There is not any kind of music system. So we are having competitive advantage.
Analyze competitors:
Every Kebab
restaurant that sells prepared food is our competition because we all compete
for the same product replacement money. At Banani have two competitors; Kebab
–E- Q & Star Kebab. Kebab –E- Q is only for rich consumers , we are
entertaining all class of income people, we are focusing more toward students,
because here is many universities .Here there are many kind of restaurant but
there is a few Kebab restaurant so its big opportunity to bring out new flavor
of foods. Kebab –E- Q & Star Kebab is not more focusing on promotional
activities, but they have strength that they are in market from many years.
However speed of preparation is significantly slower of Kebab –E- Q & Star
Kebab, necessitating the addition of standard pre-cooked, oily and somewhat to
satisfy the ‘time-poor’ consumers.
We have not
found any kind of information about new kind of Kebab restaurant. Here market
is big but competitors are fewer.
Describe Assumption:
At the very
beginning we are emphasizing on the pricing of our competitors. Kebab –E- Q’s
price is so expensive so that we can say its demand for having Kebab is lower .
On the other hand Star Kebab’s price is lower than Kebab –E- Q. Here many
customers come for having kebab. Both of Kebab –E- Q & Star Kebab don’t
give any kind of discount. But Kebab & Music Café will give discount &
gift hampers. Kebab & Music Café will serve customer at an affordable price
so that everyone can come here.
Kebab & Music Café’s method of making market:
Kebab
& Music Café’s will have some of marketing programs as the others. Below
are the programs that we will develop to kick open each location.
·
Grand Opening: We want to announce that
something new and exciting is coming to the neighborhood. At the grand opening,
we will attach various color of light of our building, outdoor sign, to attract
attention. All of this is low cost but has proven to be highly successful.
·
Radio: We will create one short,
humorous, music-based radio commercial announcement where we can mention
something specific about the restaurant.
·
Newspaper: We will create several
different size ads.
·
One of the main marketing strategies
employed by Kebab & Music Café’s technologist will be web based forums for
providing newsletter & promotional activates.
·
Print ads will be placed in parenting
reading materials such as magazines or the Parade section of the newspaper.
·
Online advertisements will be placed on
web sites.
·
Our initial promotional drive is based
on the idea of achieving the appearance of higher market penetration than we
have actually attained. To do this, we plan
to offer discounts to students & university program.
·
We will provide leaflet to the schools,
Universities, office & house.
Market plan:
Our market plan consists of some
factors, they are given below:
Our marketing strategy is a
combination of local media and local store marketing programs will be utilized
at each location. Local store marketing is most effective, followed by radio,
then print. By providing an entertaining environment, with unbeatable quality
at an unbelievable price in a clean and friendly place .
Pricing
system:
All menu items are moderately
priced. While we are not striving to be the lowest priced restaurant around, we
are aiming to be the value leader. we will defined a well organized pricing
system. At first we will provide food at a low price with high quality of
product .Because low price with high quality foods indicate the target
customer. We will fixed our food price by comparing with other restaurant
price. Because price is necessary to sales volume and financial performance .
Promotional
mix:
For promotional activities we are
combining some factors.
Advertising:
This fund will
be used to maintain our sales volume at our assumed level. For this we will go
for promotion our venture. We will establish 2/3 billboard .Also
Radio: We will create one short,
humorous, music-based radio commercial, in both a 30- and a 60-second spot.
Both commercials will have a 10-second blank bed where we can mention something
specific about the restaurant.
Newspaper: We will create several
different size ads, generic in nature, to be used for any store in the chain.
Distribution channels:
We are
new in the market so we’ve no distribution channel expect our restaurant. But
we will provide our food to university teacher and students by our waiter.
Service:
We will provide excellent service
with an entertaining environment to our customer. Here order will be served
with in 5-10minutes. We are allocating a waiter for three tables of customers.
We are going to set up Wi-Max server in our café so that customer can browse
& do their necessary work .We care about customer’s each seconds. We serve
our food in a traditional style(kola pata_.
Warranties:
As a food warranties we will give
100% safety food to our customer .And we will also give option to our customer
, if the food is damage to their health we will back money to the customer.
Sales Leadership:
Although it is a partnership business .So all
of we involves in this business. We are five members involved here. So from
group member we will select one member as a sales leadership. Then we will provide
training to him about how to manage customer and how to compete with other
restaurant.
Manufacturing
and Operations:
Facilities:
Our main facilities are customer
will get food after ordering 5 – 10 minutes. Customer can eat foods with relax
mood. . It is formerly a restaurant and needs on minor structural
modifications. The licenses and codes' issues are all in order. New equipment
and dining room furnishings will be purchased and installed by the general
contractor.
Locations:
We will select our restaurant area near the
university area. Because so that we can easily get customer. Locations are one
of the most important factors of a business. Most of the business success and
profit depends on location .So choose the best location is one of the marketing
strategy.
Inventory:
We collect our food materials from Banani
bazar(we have a contractual supplier).We will buy daily our restaurant food
materials.Because we will provide fresh food service to the customer. We do not
collect food materials from retailer or wholesaler.
Human Resource:
For making food we need chef so
we already collect chef from India. For helping chef we select few people as a
waiter who will provide food to the customer after get order. For provide
better service we will select individual with special qualifications as a Human
Resource. Employees will be trained not only in their specific operational
duties but in the philosophy and applications of our concept. They will receive
extensive information from the chef and be kept informed of the latest
information on healthy eating.
Operations:
A big emphasis is being placed on
extensive research into the quality and integrity of our products. They will
constantly be tested for our own high standards of freshness and purity. Food
costs and inventory control will be handled by our computer system and checked
daily by management. Most food will be prepared on the premises. The kitchen
will be designed for high standards of sanitary efficiency and cleaned daily.
Food will be made mostly to order and stored in large coolers in the basement.
Technology:
We will use here different types of technology
like sound system, air conditioner, computer paid system, credit card and debit
card etc.
Insurance:
We will also make a contact with
Insurance Companies for business safety .Because Insurance Companies give
security if the business damage by earthquake, fire or natural disaster.
Entrepreneurial
Team:
All of our group members invested
money for making a business. We also collect money from bank by taking loan for
starting a new restaurant business. We choose this restaurant by making group
decision .All of members play different roles in this business .So that
individual members can identify individual problems about restaurant .For
making entrepreneurial team we can takes decision easily. Our philosophy is
simple: It's Your Business. Every member of our team is referred to as a
"Business Partner”. We believe that we all share a vested interest in the
success of kebab & music café; therefore, we don't call an
"employee," we call our Business Partner.
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