Business Plan
Executive Summary
Our initial statement to Investors and Financial Lenders is a candid disclosure of the Zara Restaurant & Lounge business proposal – our intent is to set realistic business expectations, and eliminate any questions about the profitability of this business venture.
We, as business owners, have a vested stake and financial commitment in the success of this restaurant. Our intent is to have a definitive business, financial, and marketing plan that not only serves our need for capital financing, but is utilized as our daily business roadmap. We have taken all precautions to validate our business and financial models, focusing on realistic projections. We have accomplished this as follows:
1. Our financial model is rooted in industry facts, not optimism. We have based costs on our vast industry and practical experience with similar ventures, validation against National Restaurant industry cost averages, and analysis against local Karachi market averages.
We have taken a collective look at all figures to make solid business estimates.
2. Our business concept was derived from detailed Market Analyses. Instead of building a business around a preconceived concept, we analyzed the market findings and built a concept around our consumers. In other words, our business is built to service an unmet consumer ‘want’.
3. A solid Risk Mitigation Plan. We have evaluated traditional and non-traditional risks associated with Restaurant failure and accounted for them directly in the business plan. Instead of dismissing the risks, we have identified valid mitigation strategies for each.
4. Deep Management Experience. Our management team has vast combined experience, involved with over variety of restaurant openings, and deep involvement with the Pakistan restaurant industry.
5. The total capital requirement to launch Zara Restaurant & Lounge is Rs.3000, 000, of which Rs.2500, 000 is allocated to start-up capital, and Rs.500,000 as business operations cash reserve.
Objectives
Zara Restaurant & Lounge’s objectives for the first three years of operation include:
• Keeping food costs at less than 35% of revenue.
• Improving our Gross Margin from 65.41% in Year 1 to 67.10 in Year 2.
These are attainable targets; our objective is to attain 70.73% by Year 3.
• Keeping employee labor cost between 37-39% of total sales.
• Remaining a small, unique restaurant with eclectic food and service.
• Averaging sales between Rs.1, 200,0000 – 1,500,0000 per year.
• Promoting and expanding the Zara restaurant concept as a unique Midtown destination restaurant.
• Expanding our marketing and advertising in Karachi and in the neighboring suburbs to increase our customer base.
• Achieving a profitable investment return for investors for Years 2 – 6.
Mission
• Zara will be an inspiring restaurant, combining an eclectic atmosphere with excellent and interesting food. The mission is to have not only a great food selection, but also efficient and superior service – customer satisfaction is our paramount objective. Zara will be the restaurant of choice for family restaurant offering affordable, high quality cuisine inspired by authentic family recipes. Our goal is to provide our customers with an entire dining experience that exceeds their expectations on every visit. We do this by recommending add-on items that will enhance their dining experience. Our restaurant is clean and the quality is always high.
• Employee welfare, participation, and training are equally important to our success. Everyone is treated fairly and with the utmost respect. Our employees will feel a part of the success of Zara Restaurant & Lounge. We value the people who work for us. Quality employees make quality food, keep the restaurant cleaner, give better service, and stay employed longer because they like working. We have found that friendly managers hire friendly crew people and friendly crew people attract customers.
• Our concept combines variety, ambiance, entertainment and a superior staff to create a sense of ‘place’ in order to reach our goal of overall value in the dining/entertainment experience. We offer fair profits for the owners and investors, and a rewarding place to work for the employees.
Keys to Success
1. Unique, Innovative & Contemporary: The creation of a unique and innovative fine dining atmosphere will differentiate us from the competition. The restaurant will stand out from the other restaurants in the area because of the unique design and decor. We will offer a fine dining experience in an electric atmosphere.
2. Product quality: Great food, Great service and atmosphere. The products we serve are of the highest quality. We combine this quality with great service and atmosphere. We then add menu items that appeal to all ages of the family
3. Current management staff and crew have a great deal of experience.
4. A frequent diner program and birthday club will be available to promote repeat customers as well as a tool to track sales.
5. Management that treats every employee equally. We create an atmosphere where employee’s love coming to work and can earn good money.
6. Great employees make for a great restaurant.
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Joined Brand Water Heater Business Strategy Analysis
the current 23 product market investment dealers choose electric water heaters there is a more serious The quick success of psychology, recently, more than investment quilt, severe loss of cases. Such cases there is the source of some second-tier brand water heater short-term market concept. China’s electric water heater industry, the existence of two different second-line brand management concept, resulting in two types of market management style and corporate investment value opposite.
With Water Heater Industry concentration is increasing the brand, electric Water heater Business margins are gradually shrinking. Need for strategy strategic business management organizations Shanghai Commodities recent 23 second and third line electric water heater market research showed that business survival: Today, second and third tier markets businesses showed two living state, one other new industries in transition, seeking higher profits; The second is to seek new water heater brand, further develop the second and third tier markets.
But the latter seeking to join the brand new water heater often face confusing choices.
Market currently 23 investment dealers select electric water heater products for quick success there is a more serious psychological, recently, more than investment quilt, severe loss of cases.
Brands Marketing Mr.
Bo Feng, strategic management expert that is the source of such precedents, some second-tier brand of short-term electric water heater market concept. China’s second-tier brand electric water heater industry, the existence of two different operating concepts, giving rise to two types of market management style and corporate investment value opposite.
First, short-term profit-oriented enterprises.
Opportunistic grab by these enterprises are short-term profits, they do not focus on core technology R & D investment, the lack of systematic quality control ability, durability of the products of these enterprises are often poor. But they are very focused product promotion, short-term to build brand awareness, and product appearance design. This philosophy made a lot of investment in the secondary market dealers who fail, or even bankruptcy.
These second-tier brands is very low because of cost, so as to quickly enter the market, short-term profit makers are very objective. But after some time, product quality and other issues emerging, enterprises have remained indifferent, or even close down, a lot of difficult questions for dealers caught off guard, unable to cope with the final selection of these distributors can only bankruptcy. After the huge loss of money this first case, not uncommon in 23 markets.
Second, brand-oriented enterprises. Such enterprises have strong brand awareness, and mature vendors philosophy, with independent R & D capabilities and core manufacturing base, independent R & D-based products, with independent intellectual property rights, product quality, novelty, popularity has to meet market trend.
23 select electric water heater market dealer brands, enterprises should choose brands, such as the ASDC has 20 years of production history that the old brand.
China Home Appliances The authority of the media industry, “household appliance market,” released “2009 China’s electric water heater industry, most investment value brands”, the ASDC number one, as the market currently 23 investment dealers chasing a number of electric water heaters focus.
ASDC is the production of one of the founding of heaters, electric water heater has 23 years of production history, China has successfully led the storage-type electric water heater industry.
Brand philosophy has always been throughout the course of development of enterprises took the lead and ensure the stability of 23 years took the lead in product quality and leading core technology.
Specifically, in terms of quality, ASDC has with AO Smith, Ariston, Haier brand line of products the same outstanding performance. Using 23 years of industry and professional experience, took the lead in more products to market, performance and quality is more stable. Meanwhile, the ASDC electric water heater and major raw materials Fitting All from the world’s top manufacturers. Therefore, a high degree of confidence in the quality of products took the lead, and made three bags of promise.
“Anti-power wall” as the core technology of electric water heaters, advanced product technology to test whether or not an important indicator. Currently only Haier, Shuaikang , ASDC and a handful of brands have this patented technology, the use of fully guarantee the safety of consumers. In addition, ASDC electric water heater also has a number of patented technologies, in every detail for the sake of consumers, such as the third gear speed-power technology to solve the heating and hot water to provide efficiency issues; four titanium liner patented technology, maximizing improve the water heater’s life; valley, timing and other functions to deal with the human energy issues; similar to antifreeze, antimicrobial technology fully into account the user’s shower environment.
