1.

Company Overview:
By ZOF we are abstractly defining the freshness inside it; as our food will be oil free and full of
nutritious, vitamins and minerals ZOF represent all of it. The commonest form of lifestyle, which
people have in this modern era, is sedentary lifestyle. Very few are involved in regular physical
activity. Most of us have a lifestyle which has minimal of physical work, no exercise and bad
dietary habits i.e. sedentary lifestyle. Now, it is known to all, that fat forms blockages in the
arteries like coronary arteries. These fats are called cholesterol and triglycerides. They get
deposited in layers over a period of years. When these blockages become significant, the tubes
get choked leading to a disease called coronary artery disease. To avoid this diseases take
cholesterol free food.
In the past 50 years cholesterol was considered as the only constituent of the blockages. It was
only in the last one decade or so, that triglyceride has been found to be equally responsible for
creating blockages. Triglyceride is the chemical name, known to the common man as "Cooking
Oil". The oil manufacturing companies exploited the innocence of the people, misled them to
believe that oils are harmless by promoting their sales with captions like "Cholesterol Free Food
and Diabetic food" or "Zero Cholesterol Oil". Well, it is true that oil does not have cholesterol
because it is made from plant seeds; whereas cholesterol comes from animal products (meat,
milk & their products).The lay men started buying these oils. What they failed to realize was that
these oils are also hundred percent fats because they are triglycerides and triglycerides are
equally harmful. Oils also have high calories content that can lead to obesity, diabetes and high
blood pressure. It is best to minimize the fat content in our healthy food. This can be easily
obtained from all the Healthy food items and Diabetic food, as every food contains oil known as
invisible fat or hidden fat. This means that all the visible sources of fat should be completely cut
down. Now, this would raise a query: How to prepare delicious food without oil and cholesterol
free food? What if the healthy food is prepared without oil? Will the taste be there? If you think
rationally, the answer would be yes. The taste comes from the spices. Oil itself does not add
taste. It is our mindset, which was trained to believe all these years, which says that taste comes
from oil. But when we ask to remove the oil. But when we ask to remove the oil, the measles get
removed automatically. This happens because the housewife does not know how to put the
spices, when no oil appears in the frying pan which you are going to experience in Green Food.
1.1. Vision:
Making people habitant on ZOF and giving a wonderful healthy life.

1.2. Mission:
The Green food corner will strive to be the prime ZOF restaurants in the local marketplace. We
want our guests to have the total experience that exceeds their expectations on every visit. 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 at The Green

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Food Corner We believes friendly managers hire friendly crew people and friendly crew people
attract customer
1.3. Objective:
ZOF objectives for the first three years of operation include
Provide the highest quality food and service to the community
Create an atmosphere where each person can work as a team member, with clear goals
and high standards that profit everyone
Combine the corporate marketing strategies to build volume quickly
First year sales to hit between 16 and 18 lack TK with 10% growth in first few years
Keeping food cost fewer than 35% of revenue.
Keeping employee labor cost between 16-18% of revenue
Be the first fine dining ZOF Restaurant in Bangladesh.
1.4. Keys to Success:
The keys to the success of are given below:
1. The creation of a ZOF restaurant unique, innovative, entertaining, mid-scale atmosphere
that will differentiate us from the competitor.
2. Execution of our primary goal to serve nothing but the highest quality food at
unbelievably low prices in a clean, fun environment. We must deliver on this pledge
100% of the time, without exception.
3. Controlling costs at all times, in all areas
4. Hiring the best people available, training, motivating and encouraging them, and thereby
retaining the friendliest, most efficient staff possible.
1.5. Ownership:
ZOF restaurants are a partnership firm. It has five partners who generate the idea and capital for
it. They are- Mazeda Akter, Kumar Saha Subir, Alam D. M. Sazzad, Ahmed Humaun and Siju
Mariyam Akhter . All the partners are going to invest at the same amount of capital so the profit
and loss will be distributed equally.
1.6. Location:
We select Gulshan 2 circle for starting the ZOF restaurant operation. We are searching suitable
place there. We select Gulshan 2 because there are three most popular private hospital Lab Aid,
United and Apollo are near by it. So all the patient of heart disease and diabetics come in those
for treatment will notice our restaurant. This area also has a lot of private corporation office but
there is not much restaurant yet there so we will have a large number of potential customers.
Gulshan, Banani, Baridhara and Badda residential area are also near by it and in these areas
people are more concern about their health so at dinner time they can also come.

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2. Financial plan
2012
Profit margin= (Profit/ income) * 100
(104,000/ 600,000) * 100 = 17.33 %
2013
(170,000/ 700,000) * 100 = 24.29 %

2014
(195,000/ 760,000) * 100 = 25.66 %

3. Product and Related Service:

Green food corner will provide quality dining seven days per week. Our food products will be of
the finest quality and prepared with sensitivity and care. We will 'go all the way' to satisfy our
guests. We will be offering a menu of food and beverages with a distinctive image. There will be
three ways to purchase these products; table service at the restaurant, take-out from the
restaurant, and delivery to home or office.
3.1. The Menu:
At the initial level the ZOF restaurant we offer around 120 items including different types of
Breads, Soups, Curry, Rice Specialties, Vegetable Specialties, Desserts, Salad and Drinks. The
entire item here will we made without any oil. There has been an increased awareness of
nutritional and health concerns in recent years and a growing market of people who now eat this
style of cooking regularly.
3.2. Product Mix:
Our foods are divided into three parts: - breakfast, lunch and dinner.
In the breakfast time most people will prefer to have Breads so in this time it will be the main
item.
3.3.Production Process
Food production and assembly will take place in the kitchen of the restaurant. Fresh vegetables
and dairy products will be used to coop most of the dishes from scratch. The chef will exercise
strict standards of sanitation, quality production, and presentation or packaging over the kitchen
and service staff.

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3.4.Service
There will be three ways a customer can purchase food. They may sit down in the dining room
and get full service from a waitperson. A separate take-out counter will service those who wish to
pick up their food. Most take-out food will be prepared to order with orders coming from either
the telephone or online. Delivery will be available at certain times and to a limited area.
3.5.FutureOpportunities
There is a market segment that prefers to eat this type of cooking at home although they do not
have the time to cook. 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.

4. Technology:
The equipment needs in the business are given below:
1.
2.
3.
4.
5.

Roll top chafing dish Stainless Steel

Refrigerator
Stove
Cooking utensils
Oven

Many people may think that the tools and technology of the restaurant industry is limited to
basic kitchen appliances and tools. However, one may not expect some complex equipment that
is used in the restaurant industry. In Green food corner we use the following equipment:
1. One 15" Touch Screen POSX All-In-One Compute: (Intel 2.8GHz Celeron CPU, 160G
SATA Hard Drive, 1GB DDR2 RAM, Windows XP) will use to keep the all the details
information of sales, price, customer etc.
2. One Auto Open Cash Drawer to keep the cash.
3. One Credit Card Slide Attached To the "All in One" Monitor to provide customer credit
card facilities.
4. One BPA Restaurant or Restaurant Delivery Software

5. One Dot Matrix Auto Cut Kitchen Printer to inform chef about the online order.
6. Thermal Auto Cut Receipt Printer to provide payment receipt to customer
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7. Employee Card Swipe keeps the arrival and departure.

8. Wi-Fi access for customers
9. Online orders through website
10. Databases for recording sales, workers hours, ordering and re-ordering or products and
complete inventory, delivery schedule.
11. The Bose DS16F Restaurant Sound System will use as sound system.
12. Sony - KDL-46NX720 - 46" LED-backlit LCD TV - 1080p (Full HD) will use in the
restaurant.

5. MARKET ENVIRONMENT:
The market can be divided into two market segments, families and individuals. Families will
comprise the majority of dinner time business with individuals making up the majority of lunch
time business. ZOF restaurant will be operating with the food which are especially good for the
people with the Diabetes, heart disease patients so we will consider this group of people along
with the smoker because they have the change to attract by these disease very easily but if they
take ZOF it will take care of their health.
5.1. Target Market Segment Strategy:
ZOF restaurants will be focusing on families and individuals for several specific reasons. Most
dinner services are for families. As more households become two income families, the adults
have less time to prepare meals. But the people with this kind of particular disease need extra
care about their meal but most of family member does not have enough time to cook such a kind
of food for them so we are here to help them. The lunch business is driven by individuals. Many
go out to lunch to get out of the work setting. Others have business meetings at lunch. This
creates a large market of potential customers that is especially attractive.
5.2 Market Segmentation
The market has been segmented into two distinct groups
Families: forecasted to contribute 37% of the revenue: Age more than 40 years
>50000 in household income
Go out to eat 2 times a week
Most them affected by heart disease or diabetes
Dinners out are used as a meal replacement since neither of family has time to cook
especial meal at home
Individuals: comprise 52 % of the revenue: Age more than 35 years
>35000 TK in average income
Go out to eat 4 times a week

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 Most them affected by heart disease or diabetes or smoker

Young professionals that live near the location.
Shoppers who patronize the nearby high rent store.
It important here to note that in BADAS-Sir Ganga Ram SAARC Diabetes Conference it is
identified that Bangladesh ranked tenth with over seven million diabetic patients and expects to
become seventh by 2030. And from another latest survey by National heart foundation hospital
and research institute on Cardiovascular diseases carried out in Bangladesh showed prevalence
of Hypertension in adult population about 20-25%, Ischemic Heart Disease in adult population
about 10%, Rheumatic Heart Disease 1.2 per thousand and Congenital Heart Disease 8 per
thousand new born babies. According to WHO the Percentage of smokers aged 18 years and
above 2003 or latest available data men 63% and women 34.5%. So for the information we can
easily say that we have a good number of potential customer we just need to use are marketing
strategy properly to make them concern about our product.
Customer buying patterns typically revolve around several different factors
Location: The restaurant is located near to work or home
Convenience: People eat out as it is quicker than preparing a meal themselves. Factors of
convenience relative to sit down restaurants are the time it takes to be seated, served, and the
hours of operation
Quality: The menu items must meet minimum levels of quality for people to be willing to spend
money on the food, particularly when there are so many different options available

6. Industry and Market analysis:

This is a new concept business in Bangladesh. We are the first who introduce the ZOFrestaurants
in Bangladesh. Our main focuses on Dhaka city. As a new business we have no potential direct
competitors. But it is not easy to say that in near future competitors will not come. In Dhaka city,
there are a lot of famous restaurant like KFC, STAR KABAB, FOUR SEASONS, BOOMERS,
HEALVASIA, PIZZA HUTT, DOMINOUS PIZZA, ZINGZIAN, MID NIGHT SUN, KAZANA,
KASTURI, CAPTAINS WORLD, BAR B Q TONIGHT, PIZZA INN. In future they could
move their business in zero oil food. Because the demand of ZOF is increasing day by day. It is
good for health and people prefer it than oily food. So we have to conscious to the strategy of our
competitors. So, we can take necessary steps against their strategy. If we analyze the restaurant
industry in Dhaka city according to Michael Porters five forces, we can easily find out the
rivalry in this sector.

6.1. Swot Analysis:

A scan of the internal and external environment is an important part of the strategic planning process.
Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W),
and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the
strategic environment is referred to as a SWOT analysis.

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Strengths:
A firm's strengths are its resources and capabilities that can be used as a basis for developing a
competitive advantage.

1. The ZOF restaurant will produce new items of food with the combination of existing
food.
2. It gives the most emphasize on quality as the item, hygienic and nutritious food.
3. It has a qualified management team who are very hard working.
4. It will use innovative idea in the process of producing as well as marketing its products.
5. The h ZOF restaurant as experience chef who will produce the oil free food.
Weakness:
The absence of certain strengths may be viewed as a weakness. For example, each of the following may
be considered weaknesses:
1. For producing food we have to depend on our raw materials suppliers.
2. Sometimes load shedding will hampered to the production process.
3. The ZOF restaurant has not much more vehicles and human resource which will hamper

our home delivery service.

4. The ZOF restaurant starts the business as a new comer. So we have no brand image. So it

is our weakness.

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Opportunities:
The external environmental analysis may reveal certain new opportunities for profit and growth.

1. There is a huge demand of oil free foods. But in the market there is no such restaurant
that produces oil free foods.
2. The policies of govt. and others rules and regulations are not so strict at all. So it is an
opportunities for our business.
3. Customers always want high quality food with low price. We will produce high quality
food without considering price.
Threats:
1. The recipes of the food are easy to copy by the competitors. So it is a threat for the
business.
2. There will be enough possibilities to build up competitors.
3. Customers are not concern about our food because we are new entrance in this business.

6.2. Michael E. Porter's Five Forces - Industry Competitive Analysis:

The Threat Of Substitute Products

The greater the number and the closer substitute products imply an increase the propensity of
customers to switch between alternatives (high elasticity of demand).
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The threat of substitute products is for the whole industry. There are a lot of substitute products
like junk food, a lot of delicious oily foods etc.
Relative price performance of substitutes: If the price of substitute products is poor

than us, the customer will go for those products because customers always want high
quality products with a low price.
Perceived level of product differentiation: The competitors have a lot of differentiation
products. The substitute products have a lot of flavor. So it is a threat for our business.

The Threat of The Entry Of New Competitors

As a new business we are the new comer of this sector. But when we start our business any one
can encourage about our business and he/she may come to this sector. So that is a threat of new
entrance for us. We can analyze the following ways:
HIGH:
1. Capital requirement: In restaurant business there is no need a lot of capital. So any one

can entrant any time in this sector. So it is a threat for our business.
2. Govt. policies and regulation: Govt. policies, Rules & regulation is not strict at all in

restaurant business. So it is a high treat of our business because of new entrance.

LOW:
1. Economies of scale: In ZOF business we are the new one. But within a year we will

experience in this business and achieve the optimal point of economies of business. So in
that time no one can come to our business and achieve the economies of scale. So threat
is low for us.
2. Experience: We are the first in this sector. So our experience is high from a new entrance.
So it is one of our strength and it is also diminish the threat of new entrance.
3. Product differentiation: we have a lot of products and each is different from others.

Those products have different flavor. Customers also like the products differentiation. So
it is decrease the threat of new entrance.

The bargaining power of customers: It also described as the market of outputs. The
ability of customers to put the firm under pressure and it also affects the customer's sensitivity to
price changes.
1. Switching cost: Buyer switching costs are relatively poor in this sector. Any time buyers
can move from one restaurant to another. So the power of buyers is very high in this
business.
2. Size of customers: The no. of customers is relatively rich in this sector from other sector.
So their bargaining power is also high. So we have to focus on their choice whatever they
want.

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3. The backward integration: The buyers can make it by themselves. Because recipes of
zero oil foods are available. So in this sense the groups of buyer are very strong.
4. Price sensitivity: If the buyers think the price is so high then they go for cheap one. It is
called the buyers behavior.

The Bargaining Power Of Suppliers:

The bargaining power of suppliers also described as market of inputs. Suppliers of raw materials,
components, labor, and services (such as expertise) to the firm can be a source of power over the
firm. Suppliers may refuse to work with the firm, or e.g. charge excessively high prices for
unique resources.
In the restaurant business we always need fresh vegetables, meats and other raw materials and
we have to get it timely otherwise it is not possible to serve the customers on time. So, the power
of suppliers is very high in this industry.
The no. of suppliers is very high. So the switching cost is low for us. So in this sense the
bargaining power of suppliers is not high at all.

The intensity of competitive rivalry:

The intensity of competitive rivalry for most industries, this is the major determinant of the
competitiveness of the industry. Sometimes rivals compete aggressively and sometimes rivals
compete in non-price dimensions such as innovation, marketing, etc.Very first we mention that
ZOF is new concept in restaurant business. So in general sense we have no existing direct
competitors. But we have a lot of indirect competitors in the market. In future they could be our
direct competitors.

7. Business Model: In ZOF restaurant business model we give the details information about
the various activities we are going to do with the every single person related with the

(TOP-ONE TRADIN

storage
VEGETABLE SUPPLIER

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Waiter

EAT
TAKE
OUT
COO
K

Order

Chef

In Green Food
Corner
Customer

Shorta
ge

manager

PAYMEN
T FOR
FOOD

Sales
&
reven
ue

cashier

Courier

ONLINE
ORDER

Operator

8. Marketing Plan:
There is some marketing plan which is important to build up a good business. These are given
below:
8.1. Guerrilla Marketing Strategies:
8.1.1. Niche marketing:
we have to find out the niche market segment which people prefer oil free foods. Old people are
health conscious. So they are our niche segment.

18

8.1.2. Entertailling:
In our restaurant we write a lot of health conscious statement and also draw some of our
products picture which attracts the customers. We also arrange a sound system which is very
enjoyable to the customers.
8.1.3. Green marketing:
It is our social responsibilities to keep the environment clean. We do not use any polythene bag
for home delivery. We destroy the wastage in a proper way. We are committed we dont use
anything that is harmful for environment. This strategy will help us to touch the customers
emotion.
8.1.4. Strive to be unique:
Our product is our uniqueness. Because other restaurants do not serve the oil free foods.
8.1.5. Devotion to quality:
We always focus on quality which is the rigorous want of the customers.

8.2. Promotional Strategy:

A s t h e r e s t a u r a n t a s w e l l a s t h e f o o d i t e m a r e a l s o n e w. T h a t s w h y i t i s
necessary huge promotional strategy to affiliate the target customer with t h i s n e w
product. Most of the promotional strategy will be informative, at tention
gaining, and awareness creating for promoting the food menu we want to
u s e t h e f o l l o w i n g w a ys :

1. Giving attracting add in radio & newspaper.

2. Quality poster in different area.
3. Public relations.
4. Membership cards.
5. Festival packages.

8.2.1. Advertising:
1. Print media---Local newspaper, magazines, and organizations publications.

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2. Broadcast medialocal programming and special interest show.

3. Hotel guides, On line media, Chamber of commerce brochures.
4. Direct mailSubscriber list, offices for delivery, Doctor.
5. Misc.--- Charity events.

8.2.2. Pricing strategy:

Market penetration: We set the prices below the competitors. So it is helpful to us to

gain the market entry.
Odd pricing: The price of our products is a little bit odd. Suppose one of our products
prices is tk 99. We will follow this strategy because this is attractive for the customers.
Price lining: We have several different price ranges. There are different products which
price is same in the menu.
Discounts: We will also give discounts for those who will purchase in a large number.

8.2.3. Slogan:

What do you need OIL OR TASTE

9. Operating Requirement:
Operation means how the enterprise will operate from the first step to last step to get the good
customer response and in the minimum cost. This is the responsibility to an operation manager to
do his job successfully. It is a restaurant business where both product and service will be given to
the customer. We dont need to produce raw material for production whereas we will outsource
our product through supplier.

9.1. Supply sources:

We will outsource our product from TOP-ONE TRADING which is established in 1995. Topone Trading is a foremost hotel & restaurant supplies company specializing in hotel &
restaurant product. We will take Hot kitchen, Bakery equipments, Fast food range, kitchen
utensils and storage from Top-one Trading and as it is a renowned supplier so it is expected that
supply can be readily available.

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We will employ a employee who will involve collecting the vegetables and other ingredients of
making food from the reliable source like the employee may take the vegetables and other
ingredients of food from the supplier of Kawran-Bazar by morning. So that food can be made
and delivered to the customer.
9.2. Protection plan:
This is a partnership business where five members are involved. So we must have the different
terms and conditions to protect future proprietorship. The terms will have the percentage of
profit/loss sharing, power over the enterprise, making decision and others regulations to avoid
the future clash. There will be some item which will attract more customers and if the chef
discloses it or the employee can open the intellectual property information then it is a problem.
Another problem is the chef start dreaming to be the chief executives. So this type of trade
secrets should be monitored to protect the enterprise specialty.
9.3. Quality control:
Actually quality can never be best because quality improvement is a continuous process. Several
methods can be used to control the maximum level of quality. Poor quality can eradicate by
examining prevention cost, appraisal cost, internal failure cost and the external failure cost. Some
tools of quality control are p-chart, c-chart and others. As it is a restaurant oriented enterprise so
the inspection can run on cashier accuracy, counter area appearance or productivity, eating area
cleanliness, Building appearance, kitchen health regulations and the other things inspection.
Customer feedback can also use for further improvement and in this way quality can be
controlled.
9.4. Process of Service design, delivery and improvement:
Service design is the activity of planning and organizing people, infrastructure, communication
and material components of a service in order to improve its quality and the interaction between
service provider and customers. The food will be wrapped up by a paper where the restaurant
symbol and the name will be attached. It will be applicable for inside food as well as for the
home delivery food. Different types of discount cards, loyalty cards and long term relationship
card will be provided to the customer where the customer will be very much benefited out of it.
There will be some health conscious tips into the wall of restaurant. The taken order will be
delivered by 15 minutes and time will be also specified for home delivery according to the place
and based on other conditions.

Service can be measured by using different tools of quality control as well as inspection like
eating area cleanliness, Building appearance, kitchen health regulations, customer feedback from
inside and outside, complaint box. These things will help to measure the actual performance of

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the restaurant in both inside and outside customer. If these inspection result is negative then the
management will try to make it accurate as well as in the favor of customer to get the highest
response from them because customer are the key for success. But if the inspection result is
positive then management must think for further improvement because the existing and the new
rival can be threat at anytime. So the improvement should be continuous.

10. MANAGEMENT AND PERSONNEL:

Management is a very important factor because the success or the failure mostly depends on the
enterprise management. Today if we look around all the renowned company then we will find
that how strong their management system. In an organization there will be different types of
managers, executives and other employees. Every employee has their own responsibility to do
that work successfully.
10.1.Management plan: The structure of management plan are given below:

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Manager

Marketing
Executive

Finance Executive

Cashier

Sales
Manager

Advertising
manager

Management
Executive

Account

Product planning
manager

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10.2. Position manager and finance:

10.2.1. Major Duties and Responsibilities

Supervise departmental activities and provide periodical financial reports at appropriate

time in order to ensure effective internal control, contribute to effective governance &
meet the compliance.
Conduct Value chain analysis, determine key success factor and ensure the
implementation of proper product costing system.

Prepare annual business plan and ensure budgetary control throughout the organization.

Handle VAT, Tax and other statutory matters as per law of the land.

Ensure proper utilization of resources and minimize its wastages through proper
planning, coordination & controlling.

Hold the philosophy of continuous improvement and embedded it with the culture of the
organization.

Required Qualifications & Competencies

Candidates should have Post Graduate Degree in Accounting/ Finance.

Relevant experience is preferable in reputed national or multinational organization.

Should be conversant with modern financial management, IFRS / IAS, VAT & Tax rules
etc.

11.
Intellectual Properties
11.1. Patent:
To keep exclusive right to our product we have patent on the title of green food corner
under the Bangladesh patent act 1911. As it should be renewed in every 7 years after.
11.2. Trademark:
We have got trademark for our restaurant under the Trademark act 2009 in Bangladesh.
We will run our restaurant under this trademark as we can change it in future by giving
appropriate fees to the authority.
11.3. Partnership act:
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Green Food Corner is register under the Partnership Act 1932 and we will maintain all the rules
and regulation of it.

11.3. BSTI certification:

In Bangladesh all product should be certified by Bangladesh standard and testing
institution. We are certified by BSTI under license of BDS1240:2001
12. Legal Environment:

12.1BSTI law: Although we got certificate from BSTI but as every product we introduce
that product should be tested by BSTI and they will give certificate to sell it. Every now
and then we have to regularly check our product quality to ensure that our product is
ensuring the quality or not. As every changes in BSTI policy will hugely affect our
business.
12.2. Government law: Government regulation affects the business very much as we are
expecting our business will also be affected in future. As in Bangladesh every store has to
be closed at 9 pm and also there are some fixed holiday for particular area stores. So
regulation like that affects business.
12.3. Political instability: As Bangladesh is politically unstable as political parties are
very much rude against each other. So we are taking precautions to cope up with those
factors.

13. Conclusion:
We do not see only the profit but also we are very conscious about the health of our customers. So always
we try to provide the best quality food for our customers. Always we try how can satisfy our customers?
We also maintain some environmental issues. Its our social responsibilities to keep clean the
environment. So, our business is not only profit oriented, we want to serve our customers as our best.

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