pleasure with energy2

8/8/2019 Pleasure With Energy2

1/24

Pleasure with energy !

nTable of Contents1. UnV.............................................................................................

The Idea and its Innovativeness.

Mission.

Vision.

Company Overview.

2. Industry Analysis.............................................................................................

Environmental Analysis.

The Opportunity.

Why Nutritious Food ?

Restaurant Industry.

Indian Population.

3. Product and Related Services.............................................................................................

The Menu.

Guest delight through Services.

4. The Target market.............................................................................................

Major Segments.

Primary Target market.

Guest Demographics.

Guest Psychographics.

Secondary Target market.

Size of target market / Why Pune?


2/24

5. The Competition.............................................................................................

Competitors Profile.

Direct Competitors.Indirect Competitors.

Strength and weakness of competitors.

Market Survey.

Competitive Strategy.

6. Marketing Mix...........................................................................................

Production Mix.Services Mix.

7. Operations...........................................................................................

Facilities.

Hours of operation.

Food Production.

Delivery and Catering.Mascot.

8. Long-Term Development...........................................................................................

Goals.

Strategies.

Milestones.

Future Opportunities.Risk Evaluation.

Back up Strategies.

9. Financial Considerations...........................................................................................10. Bibliography...........................................................................................


3/24

UnVThe Idea and its Innovativeness:While fast and junk food is still not so much a way of life here in India as itis in the west, we are fast heading in that direction. With many junk food players all overthe place, its not going to be long before burgers and pizzas replace rice and dal as our

staple dietat least in the metros.

Here the Idea of medium size restaurants servingNutritious, Fresh and

Tasty Food,Healthy Drinks, Salads and Soups originates. We will also serve

Nutritional versions of traditional and junk food. There will be aspecial menufordiabetic andobese people.

In UnV, a guest is a guest in one's home, not a customer. It becomes a placeto return to: at the end of a day, or during the next vacation (like going home).Mission:To provide an exceptional dining experience to our guests, through

hygienic, nutritious and quality food with outstanding personal services at prices which

will provide value for money. We pledge not only to make our every guest healthy and

happy but also bring Pune on the cuisine map of the world.

Vision:To make every Indian happy and healthy.

Company Overview:

UnV(You and We), an Indian based company, will operate a chain ofmedium size restaurants servingNutritious, Fresh and Tasty Food, Healthy Drinks and

Salads. No synthetic or artificial ingredients, only natural foods. UnVwould consist of a1500 sq. ft commercial space situated in Kalyani Nagar, Pune. Our unique service will be

marketed throughout the Pune under the Brand name UnVWe will provide healthy food in the most

hygienic way than any where in the world. Each recipe would provide a flavor adventure

so you can discover new ways to experience & enjoy the great natural tastes of these

foods. Operations ofUnVwill unfold in four phases. In the first phase company willunfold in Pune. UnVwill exercise strict standards of sanitation, production quality, andpresentation and packaging at all levels of operation.

UnVis classified as a Goods + Serviceoffering to the consumers. The core product

is food, which is tangible. However there are

a lot of services attached to this product,

which is why it falls in this particular

category. The consumer looks for

Experience Qualities

. The marketingimplication for UnVtherefore is that in


4/24

addition to taking care of the dinningqualitiesin the core product, they also needto make the experienceas good aspossible.

Environment AnalysisA. Social Changes:Green Lobby: In todays world health has become the primary need in addition tofood, clothing & shelter. Day by day people have become health conscious.

Changing Social Structure: Post liberalisation, privatisation & globalisation therehas been huge increase in one parent families & two income households in India.

Quality of life: 55% of urban middle class Indians eat out at least once a month. 30%of urban middle class Indians eat out at least twice a month.1

B. Technological Changes: Increasing new cooking techniques usingtechnological equipments. Also increased demand for fast service can be catered through

technology (Drive through, electronic payment modes)

C. Economical Changes:Spending Power: While food accounts for only 9.7% of the total private consumptionexpenditure for an average American person, 15% for the Japanese and 15% for the

British, for the Indian it is the single largest component of their total consumption

expenditure, accounting for as much as 53%.2Fueled by an influx of information-technology companies with gleaming new

buildings and the promise of biotechnology, Pune now has the highest per capita income

in India, about $1,030 per year. 3

The Opportunity:India is going through what experts call a health transition a term used to

describe discernible shifts in demographics, changing lifestyles, and behaviour & disease

patterns. The frenetic pace of urban life has brought affluence & a better quality of life

for millions of Indians but also a destructive lifestyle that has led to a host of medical

crises. 50% is the growth rate for the fitness industry in the last 5 years coinciding withthe need to look good & feel good among urban Indians & availability of the state of the

art equipment.4

Although the restaurant industry is very competitive, the lifestyle changes created

by modern living continue to fuel its strong growth. More and more people have less

time, resources, and ability to cook for themselves.More importantly the growing health

consciousness among the people will help UnV, to position itself for the currentgrowing demand of nutritious food.1. India Today : July 5th 2005

2. Ficci : Food & beverages survey 2006 , February 2006

3. www.kansansity.com

4. India today: Sept 18 2006 (Pg 53)

Why Nutritious Food?Extra foods (sometimes called as junk) are usually low in nutrients and high in

salt, sugar & fat. It causes cardiovascular diseases, cancer, anemia and obesity

World Health Organization has predicted that by 2010, India would house 100

million patients with heart ailments, which would account for 60 per centof the


5/24

worlds heart diseases.

The population ofobese people in India is burgeoning. Statistics show that about

150 million Indians are obese which a good 15 % of total population is. 5

The AIIMS study on Obesity, Diabeties & Heart Disease, 2002-2005 show that

nearly 50 % of urban women above have unhealthy body shapes. Experts say oneof the causes of obesity in women is mental stress due to which they keep

munching on food. 5

Every fourth diabetic in the world is India.

Indian nutritionists say the consumption of fruits and vegetables in India is

abysmally lowless than 150 g a day, against the recommended 400 g 6.

The Restaurant Industry:With more than five thousand ethnic communities represented, India has a very

diverse population. Each region and sub region in India has distinct food traditions and

preferences. Indian consumers typically maintain their distinct food habits even after

migrating to different parts of the country. In large cities and metropolitan areas, some

restaurants serve only specialty regional foods. Some regional fast foods such as samosa,kababs, chola bhatura, pakoda, aloo-paratha, poori-bhaji, dosa, and sambarvadaare popular among Indian consumers and are available in both specialty and multi-cuisine

restaurants throughout India .According to research carried out by the Federation of Hotel and Restaurant

Industries in India (FHRAI) there are approximately 500,000 restaurants in India in the

organized sector. Increasing urbanization and rising disposable incomes mean that Indian

consumers are able to spend more on food. However, only 2.4 percent of their food

expenditure is actually spent in hotels and restaurants (including on premises and take-out

sales). 7 In terms of culinary trends, there is the popularity of health foods, use of freshand authentic ingredients, expansion of quick service, acceptance of new fusion concepts,

restaurants with a focus on entertainment, and ethnic and regional cuisine restaurants and

establishing of the chef entrepreneur. In addition, there are more than 100,000 dhabas(small roadside food stalls) that sell a variety of foods in cities and on highways.8

The organized food retailing market is estimated aroundRs.2400 Crores, andwhich is expected to grow by 40% in 2006.5. India today: Sept 18 2006 ( Pg 65)

6. www.who.int/hpr/nutrition/expertconsultationge.htm

7. www.4hoteliers.com

8. USDA Foreign Agricultural Service ReportU.S. Embassy, November 14, 1999, pp. 2-3.

The independent restaurant accounts for 12 % of that total. India ranks 7th in

the world for weekly fast food consumption. It accounts for overRs.650 Crores annuallyin sales. The amount spent nationally on meals outside home has now become about $5billion a year and is expected to double in about half the time.India Today has reportedthat 50% of the time, Indians eats at local city restaurants. Hence there is a huge scope fornutritional food.

Indian Population :In the 11 years following 1989-90, the total number of households increased by

32%, although the average size of Indian households has declined from 5.9 people perhousehold in 1990 to 5.2 in 2001. What is important is that the number of low-income

urban households has been approximately halved, from 14.9 million households in 1989-

90 to 7.6 million in 2001-02. The number of low-income rural households has alsodeclined from 69 million in 1989-90 to 58 million in 2001-02. The growth in incomes in


6/24

the top band has been experienced by both urban and rural households, both of which

have roughly doubled as a share of the total population over the 1990s.9The members of these households have higher disposable income and have shown

greater propensity to spend on fast foods & restaurants. The percentage of urban

population in India has increased from 21% in 1975 to more than 28% in 2004 . It is

likely to increase to 36% in 2025.10

Most high-income Indians prefer to live in urban areas. Over 70% of affluent

urban Indian consumers live in the ten most populated and cosmopolitan cities in India:

Mumbai, Delhi, Kolkata,Pune, Chennai, Hyderabad, Bangalore, Ahmedabad, Ludhiana,

and Nagpur. The number of dual income households, where both husband and wife work,

is slowly increasing in urban areas. Like their husbands, full-time working women spend

most of their time away from home. As a result, there has been a dramatic change in the

way Indian working wives shop and organize family meals.Houselhold Expenditures ( % of total ) , 1998-9953%14%10%

5%4%14%food, beverages, andtobaccotransportation andcommunicationshousing and energyclothing and footw earhealthother

Source:India: The Structure of Poverty, World Resource Institute,Washington, D.C., May 19, 2004.

9. NCAER (National Council of Applied Economic Research) survey report, March 9, 2004.

10.Leela Visaria, Twnety-First Century India: Population, Economy, Human Development and theEnvironment, Oxford University Press, 2004.

Not surprisingly, even some Indian consumers have started opting for meals awayfrom home on working days. The growing popularity of Delhis Waiters on Wheels(WOW), a supply agency delivering meals to peoples doorsteps from 30 different

restaurants at the same price as one would pay in the restaurants, is an example of Indias

changing food service landscape.11

Gross Domestic Product (1993-94 Prices) at Factor Cost (RsCrore)Trade, hotels, Restaurants, Transport & Communication2003-05 Amount( Rs. Cr)Q1 82117Q2 84196Q3 96330Q4 1029152004-05 Amount(Rs. Cr)Q1 91553Q2 94536Q3 106756Q4 1142952005-06 Amount(Rs. Cr)Q1 102917Q2 105844Annual Average % (April-March)2001-02 8.62002-03 10.1

2003-04* 11.82004-05** 11.4Source: Central Statistical Organization


7/24

* Quick estimates released by CSO. ** Advance estimates released by CSO11. See Adirupa Sengupta, Living Up to the Choices Offered by the Free Market,India Abroad,August 29,

Market Survey : The below table represents the total data collected from asurvey of334 from people in & around Kalyani Nagar .All values are inpercentage.

Questionnaire for a Nutritious restaurantQ.1 How often do you go to a restaurant?Alternate days 25.72%

Weekly 60%

Monthly 14.28%

Q.2 What do you prefer in a restaurant?Veg 67%

Non-Veg 33%

Q.3 Average monthly expense spent in restaurant?0 - 100 1%

100 - 300 9%

300 - 600 20%600 & Above 70%

Q.4 What do you look in for restaurant?Taste 20%

Ambience 9%

Quality 11%

Fast Service 12%

Hygiene 14%

Nutrition 26%

Hang - out 8%

Q.5 How do you rate the following? Excellent Good Fair

Nutritional Value 34% 33% 33%Taste 45% 35% 20%Q.6

What is a maximum price you are willing to pay for a nutritiousfood?Normal 15%

Normal + 10% 31%

Normal + 20% 42%

Normal + 30% 12%

Q.7 How long would you travel for such a restaurant?0 - 3 Kms 40%

3 - 6 Kms 52%6 - 9 Kms 8%Q.8

Would you like to subscribe for a monthly meal for such acuisine?Yes 54%

No 46%

Q.9 Do you prefer eating nutritious food in restaurants?Yes 56%

No 44%

Q.10 If NO then what is the reason?

No Time 2%High Price 12%


8/24

Non - Availability 86%

Q.11 Are you aware of the ill-effects of the junk food?Yes 55%

No 45%

Q.12 Occupation

Student 23%IT Professional 66%

Others 11%

Q.13 Income ( Rs./Month)0 - 10,000 10%

10,000 - 25, 000 27%25,000 - 50,000 43%

50,000 & above 20%

Q.14 Age ( in yrs)15-20 4%20-25 30%25-30 36%30 & Above 30%

The Product and Related ServicesUnVs menu will be medium sized and premium priced offering, whichwill be created by experienced physicians and dieticians. Our goal is to create tasty yet

nutritious food. The Menu is going to be extremely simple, Nutritious yet tasty. We will

keep a small group of constants on the menu & then feature a dietician cum chefs

recommendation that we plan to have 50% of our meals ordered.

Organic Ingredients: The organic element will allow us to be extremely ecologically

conscious. Though this will be adding to the price of our product we are confident our

guest would be delighted.

Nutritional Version of Traditional Recipes: Our chef will have great latitude in

designing & producing menu offerings from many different cultures. (Nutritional

version of Hydrebadi Biryani, Puneri Misal, Gujrati dhoklas.)We will endeavor to

produce all the nutritional versions using authentic ingredients necessary to hold true to

these varied and interesting cultural recipes.

The Menu :We will havethree product levels -

1) Core Product: Different type ofNutritional Menu, salads & health drinks that

will satisfy the basic need of guest.2)Formal Product: When consumers expectations startsgrowing synchronized with increasing competition we

would offer more tangibility to our product. Variety in

Menu likesoups and sugar-free deserts (like fruit

salad). Selection of own toppings to suit their own

tastes and Integration of international contents would

also be provided.

3)Augmented Product: With further high expectations ofconsumers and intense competition, we would offer

more & more intangible features. We will also provide

Nutritional versions of traditional and junk food. Special menu for peoplehaving problem ofdiabetes andobesity designed according to recommendations


9/24

of nutritionists and dieticians.

**Full menu has been attached below

Guests delight through services :There will be four ways in which our guests will get the services

They may come down at our restaurant and get best service from a waitperson.

Separate take-away counter for the guests who prefer parcels.

Home delivery will be offered within specified limit and charges would be

applicable.

Separate drive-through counters

UnVZone: To creates health consciousness among kids through games, movies andtoys.

The Target marketThe market for UnVs product covers a large area of diverse and denselypopulated groups. Although it will be located in a downtown urban setting, it will be a

restaurant where people will have pleasure eating out in a healthy and energetic way.

Major segments

Local Population consisting of

Health conscious people

Nuclear families

Students

IT professionals

Corporate clients

Cuisine tourists

Floating Population consisting of

Business tourists

Cultural tourists

Primary Target Market

Local Population consisting of

Health conscious people

IT professionals

Nuclear families

Students

Guest Demographics

Age Range : 11- 45


10/24

Income range : Rs. 12,000 & aboveGender : Male 70% , Females 30%

Location : In & around Kalyani Nagar

Average Purchase Value : Rs. 55/-

Frequency of Purchase : 12 visits per month

Guest Psychographic

Life Style description : High standard of living & increasing demand for fast

& nutritious food have resulted in high spending ( Approx. 7 % of their

income12)

Major influencers on their choice to purchase ( in order)

1. Product

2. Services

3. AmbienceSecondary Target Market

Diabetic people

Obese people

Cardiac people

Size of Target Market / Why Pune?

Pune is a major industrial centre, growing very fast every year.Just a two hours

drive from Mumbai, is one of the fastest growing industrial centers in Asia and a

hot destination for several IT and ITES companies. Also, known as the

'Education capital' of India, Pune is home to several renowned educationalinstitutions.According to the 2001 census provisional counts, the urbanagglomeration around Pune has a population of4,485,000 in 2005 13.

Every day, government officials say, people register more than 400 new vehicles

in Pune. About4,000 people fly in and out daily, compared with a year ago, when

only 1,800 people did 14.

There are479 ITcompanies registered under STPI, Pune.15 There are40,000 IT

professionals working in Pune.

Fitness - The craze for the perfect figure has forced not only Gen X but also

working professionals, housewives etc. to go on a diet spree There is no need toeat less. Just eat healthy and stay fit. It is important to know your height-weight

ratio and eat right. It surely is on the rise, but with 4 out of 10 youths visiting the

gyms or working out, there is a long way to go.1612. India Today: July 11, 2005

13. www.wikipedia.org

14. www.kansascity.com

15. www.stpp.soft.net

16. http://timesofindia.indiatimes.com/articleshow/1241488.cms

CompetitorsOrganized UnorganizedDirect Indirect


11/24

The CompetitionThere is an enormous number and variety of restaurants globally.

Although this presents an oblivious challenge in terms of market share, it also

indicates the presence of large, strong potential. The newest competitors have made

their successful entry based on an innovative concept or novelty. UnVwill offer aninnovative product in a unique style at a competitive price.

Competitor's Profile:

Competing with UnVfor the target market are these categories of foodproviders:

Independent table service restaurants of similar menu and price structure.

Commercial foodservice companies serving students directly.

Direct Competitors Profile:There are around 400 restaurants in Pune

area. According to statistics obtained from yellow pages, there are 360 restaurants in

Pune including 15 restaurants in and around kalyani nagar.

Hours of operation : 8am-11pm

Years in Business : Last 6 yrs

Product/Service :

1. McDonalds/Burger King Burger

Direct Competitorsinclude Mc Donalds,

Subways, Pizza Corner,Kalyani, Roti etc.

Indirect Competitorsinclude Ready to eat

processed & packaged

foods,Malted beverages, etc.

2. Pizza Hut/Pizza Corner Pizzas

3. Kalyani Restaurant Punjabi & South Indian

4. Roti! Parathas

5. Subway Salads & Sandwiches

Customer profile: Business customers, tourists, teenagers and Kids.

Indirect Competitors Profile:

Malted beverages with nutritional attributes control around 70% of the total

market and energy drinks (brown beverages) account for the rest5.( For e.g.

PepsiCo - Gatorade,Tropicana ; Daburs Real Juice )

Ready to eat processed & packaged foods like MTR foods Chitale, Kaka

halwai. The market for semi-processed/cooked and ready to eat foods is

estimated to be of around Rs 82.9 billion in 2004-05 and is rising rapidly

with a growth rate of 20 percent 17.

Strengths & Weaknesses of Competitors:


12/24

Strengths : Years of experience, Brand Name, up market Locations.Weaknesses: High calories food, unbalanced food, cannot cater to increasing no. of

Customers, taste saturation17. Ficci: Food & beverages survey 2006, February 2006

Perceptual Map Table:

Market Survey of 5 Major Restaurants020406080100ParametersVariety in MenuAffordabilityFast Delivery

Great DiningAccessibilityPizza HutRoti!Burger KingMcDonald'sSubwayBrandParametersPizzaHut Roti!Burger

King McDonald's Subway TotalVariety inMenu 75 69 51 76 63 334Affordability 50 70 70 60 84 334Fast Delivery 70 59 60 76 69 334Great Dining 86 57 55 70 65 334Accessibility 68 60 64 84 58 334

Competitive Strategy:There are two major ways in which we will create an advantage over

our competitors

Standard Benefits: Tasty Food, Ambience, Hygiene and good & fast service.

Differential Benefits: Nutritional food using organic ingredients, Guest not

the customer, Menu Designed by renowned Dieticians, UnV Family will

consist of more than 70% Females.

High employee motivation and good sales attitude.

Introduction ofUnV card and Mascot.

Tie up with Hotel Management Institute.

Regular Campaigns like Healthy Food, Healthy Cityto increase awareness

in society.

Keep the prices low by growing fruits and vegetables in our own farms, thus,ensuring better quality.


13/24

Indians typically spend more money on eating out and purchasing new productsduring festival seasons. To capitalize on the spending habits of Indian consumers,

UnV would haveseasonal or traditional gift vouchers.

Price

UnVwouldinitially follow

premium pricingstrategy, we areincorporating some

organic element

which will increase

our cost but we are

confident our guest

would be

delighted.

We willnever use

low price as a

marketing toolsince the guest

may feel that

quality will be

compromised

which wont be the

case

PromotionFocusing on

unique aspect of the

product theme

(Nutritional and tasty

food) a mix of

marketing vehicles

will be created to

convey: Our

presence, our image

and our message.

Print Media -Local news papers,

magazines,

posters, hoardings

and student

publications.

Broadcast media -

Local

programming,

Website, blogs and

special interestshows, Radio


14/24

Hotel guides.Direct mail-

Subscriber list,

offices for

delivery.Misc...Yellow

pages, charity

shows.

UnVMascot.Place

An ideal place

located in an up

market area at

Kalyani nagarPune.

It will offer

good access to

our guest & for

transportation.

This area is

surroundedby IT

companies,

colleges,

hospitals.

ProductCore Product: Different

type of Nutritional

Menu, salads & health

drinks that will satisfy

the basic need of guest.

Formal Product: When

consumers expectations

starts growing

synchronized withincreasing competition

we would offer more

tangibility to our

product. Variety in

Menu like soups and

sugar-free deserts (like

fruit salad). Selection of

own toppings to suit

their own tastes and

Integration of

international contentswould also be provided.


15/24

Nutritional Version of

Traditional Recipes:Our chef will have great

latitude in designing &

producing menu

offerings from manydifferent cultures.

(Nutritional version of

Hydrebadi Biryani,

Puneri Misal, Gujrati

dhoklas.)

Marketing MixPRODUCT MARKETING MIXThemarketing effort will be split intothree phases;1) Opening - A marketing campaign will be launched before opening.

2) Ongoing - A flexible campaign will be assessed regularly for effectiveness.

3) Point of scale - A well trained staff can increase the average check as well asenhancing the guests overall experience. Word-of-mouth referral is very

important in building a guest.

SERVICE MARKETING MIXPhysicalEvidence

UnVwould usevarious elements tocommunicate and

support the role of its

service to the Guest.

TheLogo ofUnVtalks about pleasure

and energy our Guest

will have after a

Great Dining

Experience.Personnel wearing

UnVuniforms in therestaurant.

All delivery boys

wear excitingnew

rider uniforms with

the UnVlogo to createvisibility on roads and

on ground awareness.


16/24

DcorAmbience of

service

Process

A big emphasis

is being placed on

extensive researchinto the quality and

integrity of our

products andProcess. They will

constantly be

tested for our own

high standards of

freshness, purityand nutritious

values

UnVProductswould be delivered

inspecial heated

pouches to retain

temperature and

freshness.

Automation

People

UnVWill offertraining programsand emphasize on

coaching. We will

conduct Quality

Control Workshopswith expert chefs

UnVwould definethe skills, knowledgeand training required

for each position and

this information

would be

communicated to

each Family

Member.

UnVwill offercompetitive wages

and salaries to allemployees with


17/24

benefit packages

available to key

personnel only.

It will have events

like the Employee

of the monthaward

to reward its internal

customers.

Public Relations

Guest not the

Customer.

Regular

Campaigns like

Healthy Food,

Healthy Citytoincrease awareness

in society.

UnVZone: Tocreates health

consciousness

among kids

through games,

movies and toys.

OperationsFacilities:UnVZone: We will create health consciousness among kids through games,movies and toys.

Wi-Fi Zone: We will provide Wi-Fi facility also, since most of our guests willbe IT professionals

Hours of Operation:The restaurant will be open for lunch and dinner 7 days a week. Service will

begin at 07.00 AM and end at 11:00 PM.

Food Production: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

Inventory will be stored accordingly. Transparency will be maintained in the food

production.

Delivery & Catering:Home delivery will be offered within 5 km radius from place of operation

and charges would be applicable for the same. Separate take-away counter for the guests

who prefer parcel.

Separate drive-through counters providing -

1. Desired food, on order from phone (within 15 minutes).2. Separate ready-to-eat menu for drive-through.


18/24

Long-Term Development & Exit PlanGoals:

UnVis an innovative concept that targets a new, growing market. Weassume that the market will respond, and grow quickly in the next 5 years. Our goals are

to create a reputation of quality, consistency and security (safety of food) that will make

us the leader of a new style of dining.

Strategies:Our marketing efforts will be concentrated on take-out and delivery, the

areas of most promising growth. As the market changes, new products may be added to

maintain sales.

Milestones:After the restaurant opens, we will keep a close eye on sales and profit. If

we are on target at the end of year 1, we will look to expand to a second unit .Constant

Evaluation would be done on a monthly basis. More emphasis on reduction on wastage

would help us in achieving our goals.

Future Opportunities:There is a market segment that prefers to eat this type of nutritional food at

home although they do not have the time to cook. UnVcan provide individuals andfamilies with up to a monthly scheme of prepared meals. Alsocatering to offices may

become a large part of gross sales.

This opportunity will be researched and developed on a trial basis. If

successful, it could become a major new source of income without creating the need for

additional staff or production space.

Risk Evaluation:There is invariably, confusion about which lifestyle is best, which diet is

best , & which exercise or set of exercise are best suited for particular individuals. Thats

the beauty of health it keeps you on toes.

With every new venture, there is a risk involved. The success of our project

hinges on the strength and acceptance of a fairly new market. . After one year, we expect

some copycat competition in the form of other independent units. Chain competition will

be at a later stage. UnVis likely to face constant pressure to increase its product rangegiven Indias fragmented regional cultures, where no single food preference

predominates; UnVneeds to develop new products on a regular basis. Developing newproducts adds complexity and cost and raises the risk of error.

Back up strategy:The increase in competition will give rise to higher stress levels resulting in health

problems and time constraint. This will create need for healthy and nutritious food. And

people will opt for a healthier option i.e. UnV. However, the case of delayedconvergence to expected results for the market cannot be ignored. The places where we

are confident that out strategy will click are

HospitalsSchools


19/24

Gymnasiums.Financial ConsiderationsUnVhas planned the startup strategy infourphases:

1st Phase - The 1st phase will be development of one outlet in Pune which will

cost .( given below)

2nd Phase - The 2nd phase will start after 3rd year with one more outlet in Pune.

Revenue generated in phase 1 will be invested in the 2nd phase. The later part of

2nd phase will consist of one more outlet in Pune itself.

3rd Phase - The 3rd phase will be development of outlets in Tier I and Tier II

cities which will include franchising also. Major chunk of investments will berequired in this phase.

The final phase will cover the global market.

PROJECT COSTLAND & BULDING 1500 sq. ft @ Rs. 8000 Rs. 12000000PLANT AND MACHINERY Rs. 7,87,500TOTAL INTERIORS (INCLUDING TAXES) 1500 sq. ft @Rs. 1000 Rs. 15,00,000OTHER ASSETS Rs. 1,00,000TOTAL Rs. 1,43,87,500

Sales ForecastUnit Sales 2007 2008 2009 2010 2011Food 70,070 79,085 95,357 1,79,494 224,367

Beverages 30,100 38,000 49,400 94,820 118,525

Total unit sales 1,00,170 1,17,085 1,44,757 18,89,761 2,362,201Unit Prices (Rs.)Food 55 57 59 61 63

Beverages 25 27 28 29 30

Sales (Rs.)Food 38,53,850 45,07,845 56,26,063 109,49,134 141,35,121

Beverages 7,52,500 10,26,000 13,83,200 2749780 3555750Total unit sales 46,06,350 55,33,845 70,09,263 136,98,914 176,90,871Direct Unit Costs (Rs.)Food 21 22 22.5 23 24

Beverages 10 11 11.5 12 12.5

Direct Cost Of Sales (Rs.)Meals 14,71,470 17,39,870 21,45,533 41,28,362 53,84,808

Beverages 3,01,000 4,18,000 5,68,100 11,37,840 14,81,563Subtotal Direct Cost ofSales 17,72,470 21,57,870 27,13,633 52,66,202 68,66,371

From 4th year, Additional unit would be would be made according to the phasesdecided.

PersonnelPersonnel Plan 2007 2008 2009 2010 2011Manager 1 96,000 98,000 100,000 180,000 190,000

Waitress 6 216000 234000 252000 468000 486000

Chef 3 432,000 450000 468000 900000 918000

Cleaning 5 120,000 129,000 138,000 258,000 267,000

Nutritionist 1 30,000 32,000 34,000 45,000 47,000

Total People 16 16 16 32 32Total Payroll(Rs.) 894,000 943,016 992,016 1,851,032 1,908,000Profit & Loss 2007 2008 2009 2010 2011


20/24

Sales 4606350 5533845 7009263 13698914 17690871

Total Cost Of Sales 1772470 2157870 2713633 5266202 6866371

Gross Margin 2,833,880 3375975 4295630 8432712 10824500

Gross Margin % 61.52 61.01 61.29 61.56 61.19Operating ExpenseSalaries & Wages 894,000 943,016 992,016 1,851,032 1,908,000

Direct Operating Exp. 420000 544000 600000 1000000 1200000Music & Entertainment 6,000 6,000 7000 16000 18000

Marketing 24000 25000 27000 40000 44000Utility Services 10,000 12,000 12,000 22000 24000

Admin & General 8000 8000 9000 19000 15000

Repairs & Maintenance 12,000 13610 14610 28610 34100

Other Expenses 12,000 14400 16800 26,000 30,000

Total Operating Exp. 1,386,000 1,566,026 1,678,426 3,002,642 3,273,100Profit Before Interest &taxes 1,447,880 1,809,949 2,617,205 5,430,070 7,551,400Taxes Incurred 180985 226244 327151 678759 943925

Net Profit 1,266,895 1,583,705 2,290,054 4751311 6,607,475

Net Profit/Sales 27.5 28.62 32.67 34.68 37.34

Break Even Analysis:Break-even point in Units = Total fixed Cost / (Contribution/Unit)= 1, 43, 87,500 / 36

= 399652 unitsBreak Even point will be achieved during the 4th year of operation!!!

MenuSoups

Healthy Tomato Soup

Corn Chowder

Spinach and Baby Corn Soup

Moong Soup with Paneer

Salads

Pina Colada Salad

Bean Sprouts Salad

Orange and Beetroot Salad

Carrot and Raisin Salad

Fresh Fruit Salad


21/24

Orange and Mint SaladBreakfasts

Protein packed Poha

Nutritious Stuffed Idlis

Vegetable Corn Bake

Snacks

Sprout Chat

Swadisht Vegetable Rolls

Paneer Tikka Kathi Rolls

Palak Methi Puris

Subzis

Paneer Palak Koftas in Makhni Gravy

Palak Baby CornMethi Mutter Pasanda

Bharva Baingan

Healthy Oondhiya

Dals

Dal MakhaniVaal ki Usal

Rasam

Sambhar

Kadhai Chole

Aamthi


22/24

Rice delicacies

Vegetable Biryani

Masala Bhaath

Lemon Rice

Crispy Rotis & Parathas

Methi Makai ki Roti

Rice and Palak Roti

Nutritious Garlic nans

Lazeez Paratha

Methi Paneer Paratha

Bajri Roti

Tangy salads & raitas

Lauki and Pudina RaitaMix Veggie Raita

Spicy Kachumber

Pinapple Cucumber Salad

Chowpati made Healthy

Nutritious Pav BhajiSprouts Bhel

Sprouts Chat

Chat-pati Frankie

Low fat fries

Corn shev puri

Dieters pizza


23/24

Whole wheat vegetable burgerHealthy vada pav

MithaiFruit Sandesh

Low fat Kulfi with Strawberry Sauce

Gajar ka Halwa

Sweet Potato Puran Poli

OthersLow calorie green Chutney

Tomato Chutney

Mint and Coriander Chutney

Low fat Curd

Low fat Paneer

Low fat Milk

Juices

Power~ Instant Energizer

~ Beet Treat

Cleaning~ Melon Punch

Vitality~ Apple Magic

~ Brain Booster

Healing~Ageingfresh complexion express

~High cholesterollow cholesterol shake~Diabetieslemon pleasureveggie boost~Hyper tensionred dynamo

Potassium broth~Stresssuper 7 stress reliever


24/24

Bibliographywww.bplan.comwww.4hoteliers.com

www.whfoods.comwww.who.intwww.businessplans.orgwww.timesofindia.comwww.kansascity.comThe Best Laid Business Plans Sir Richard Branson

Relationship Marketing S. Shajahan

India Today ( Sept 18th ,2006 ; July 5th 2005 )

Ficci : Food & beverages survey 2006 , February 2006

Marketing Management: Philip KotlerWEBSITES

BOOKS

Indira Institute of ManagementParticipants1) AGARWAL SIDDHARTH

2) DEEPESH SINGH

pleasure with energy2

Documents