Entreprenuership Hassaan Aslam-Taimoor Sabir-Malik Muzammil BBA-6A

HASSAAN RESTAURANT
THE IDEA
The idea of service business that we plan to launch is that of a restaurant that will
serve not only good quality sumptuous food but also a differing experience from
the other restaurants in town. Good food is something that you cannot compete
upon these days because all restaurants around the city more or less serve
delicious food, but what makes a restaurant different is their ambiance and their
distinctive features. We will have three (3) floors which will be allocated to cater
for different cuisines and try to give each floor the cultural aesthetics of the
cuisine. The three floors would be allocated to continental, Pakistani and Fast
food respectively with a roof-top open to shisha, drinks and ice-cream parlor. Our
waiters and waitresses would also be dressed accordingly for each floor. The most
distinctive feature in our restaurant is the visibility that we offer to our customers
through a glass wall between the dining area and the cooking area and the
hygiene factor may also be promoted. At our fast food floor we offer all types of
customization in their meals to the likes of subway. A lift will be installed in the
restaurant.
Our restaurant will be located in a residential area in E11 on the main double road
in a rented 1000 sq. yard house with 3 floors like the latest trend of restaurants
moving from commercial to residential areas. Along with the dine-in facility we
also offer free home delivery service to almost all the sectors in Islamabad.
Brunches are served on Sundays. The restaurant is fully air conditioned and roof
top is equipped with the latest trend water sprinkling fans. We will also issue
privileged membership cards for all our customers and specially the corporate
clients to ensure that they come quite often not only for their personal visit but
also for their official dinners etc. The operating timings will be from 12 noon to
1am (Mondays to Thursdays and on Sundays).

Entreprenuership Hassaan Aslam-Taimoor Sabir-Malik Muzammil BBA-6A

Marketing Plan
The marketing operations will revolve around several different methods. We will
concentrate primarily on the word of mouth in the elite class of Islamabad. Our
market segmentation will be primarily for the elite class people who are willing to
spend about Rs 6000 7000 on food once or twice in a month. The target market
are the people who work in the corporate sector because they are the ones who
go out on lunches the most during the lunch breaks in office timings and in the
evening go out at least once in a week with their families for dinners. Our
marketing objectives will be to reach a sales of 10% in the first six months of
operations. The customers visiting the outlet will be provided with not only
business cards but also with leaflets containing information on future products
but also will discount vouchers and coupons that will be applicable if they are
accompanied with other potential customers when they visit our restaurant in the
future. Our advertisements will be running on food channels and other similar
channels. Our marketing teams will be visiting major food events such as the
Dubai food festival and other events which will allow us to maximize the exposure
of our food products to the desired customers. We will also place an
advertisement in the Sunday newspaper to let the people know about our
restaurant. Plus weekly magazines like Us will also carry our advertisement. Our
banners will be placed in the very busy F6 and F7 sectors as well as on the chowk
where 9
th
avenue and Jinnah avenue intersect. We will place another
advertisement on the end of 9
th
avenue near Shaheen chowk where there is a
90% probability that motorist will get a glimpse of our advertisement. Some
banners will be placed around Islamabad in certain areas to once again maximize
the customer exposure to the restaurant. A Facebook Fan Page will be made,
containing the catalogues of our available food products. Our friends will be asked
to like and share the page and to further promote it amongst their friends.


Entreprenuership Hassaan Aslam-Taimoor Sabir-Malik Muzammil BBA-6A

Sales plan

According to some unquoted sources on internet the population of Islamabad is
around 1.15 million and 40% of the Islamabadis in this comes under our required
category which makes it to around 460 thousand people. And amongst these 460
thousand people we believe that around 85 % of them can be our target market
which makes it around 391 thousand people. And amongst these 391 thousand
people 30% like to eat out which makes it 117 thousand. So our primary focus
should be on these 117 thousand people because we believe they are our target
market. This is number of people we are expecting according to our figures will
try out our restaurant.
We collected some figures from another unquoted source as to how much people
have an exposer to all the particular form of advertisement in which we have
advertised for our restaurant and based on our different assumptions we have
deduced their success rates.
Form of advertisement No of people Percentage success
Newspapers 150,0000 30%
Magazines 50,000 10%
Radio 50,000 50%
Billboards 2,000,000 10%
Flyers 200,000 40%
Social 10,000 25%

And now according to ATAR (Awareness, Trial, Availability, Repeat) we have given
different percentages to them based on the expert assumptions of our marketing
experts and according to them we will find out as to how much people should we
expect on the first month of our opening

Entreprenuership Hassaan Aslam-Taimoor Sabir-Malik Muzammil BBA-6A

Awareness 40%
Trial 80%
Availability 50%
Repeat 50%

So now after multiplying 117 thousand with this figure we deduce that 9,384
people may come on the first month of our opening.