PROJECT OF

ENTREPRENEURSHIP
National University of Modern languages

(Management ScienceS Department)

Business Plan : RAMZ D-Caf

Submitted to:- Sir Jawad Javed
Presented By: RAMZ Management Team

Rahatullah Khan (12406)

Aehtesham Bhutta (12396)
Muzamil Hafeez (12410)
Zeenat (12398)

[DETAILED BUSSINESS PLAN

RAMZ DECAFE]
OF

[Marina Plaza Opposite Islamabad Stock Exchange Building, Jinnah Avenue,

Blue Area, Islamabad]

RAMZ de-Caf
Marina Plaza Opposite Islamabad Stock Exchange
Building, Jinnah Avenue, Blue Area, Islamabad.

Table of Contents
COMPANY WITH ITS PRODUCT AND SERVICES..............................................................1
The Industry:................................................................................................................................1
Company and the concept:...........................................................................................................2
DETAILED VIEW OF PRODUCT OFFERINGS.....................................................................2
Coffees:........................................................................................................................................2
Teas:.............................................................................................................................................7
Drinks:........................................................................................................................................11
Shakes:.......................................................................................................................................13
Sheesha:.....................................................................................................................................15
MARKET RESEARCH AND ANALYSIS:...............................................................................16
Target Market:............................................................................................................................18
BUSINESS MODEL....................................................................................................................20
Corporate plan:...........................................................................................................................20
Mission.......................................................................................................................................20
Goals..........................................................................................................................................20
Objective....................................................................................................................................20
Regulatory and legal issues:.......................................................................................................20
MANUFACTURING AND OPERATIONS PLAN...................................................................23
Management Team:....................................................................................................................25
Employment Policies & Other Agreements and Bonus Plans:..................................................29
PEST Analysis:...........................................................................................................................30
SWOT Analysis:.........................................................................................................................31
Porters Model:...........................................................................................................................32
Potential Entrants:......................................................................................................................33
Promotional Activities:..............................................................................................................34
Critical Risk Factors:.................................................................................................................37
FUTURE PLANS:.....................................................................................................................39

Acknowledgement
First of all we would like to thank Almighty ALLAH (SWT) who gave us strength to accomplish
this task.
We would also like to thank our parents for their spiritual nourishment towards our lives and
careers.
Our humble thanks to our teacher Mr. Jawad Javed for his able guidance, and support towards
completion this project. He has been truly motivating as a team coordinator of our group and was
very supportive,
Our special thanks to respected HOD MR. Nadeem Talib for his psychological support towards
the project.
Being the Leader of Team I Rahatullah Khan would like to present my special thanks for the
untiring efforts and contribution of my team members (Aehtesham Bhutta, Muzamil Hafeez, and
Zeenat) as this project cant be completed without their assistantance and cooperation and all
other whose names are not mentioned yet, who were involved directly and indirectly for the
completion this project.
At the end we will not forget to thank all those individuals who share their views and put their
efforts to extend our ideas. And help us to select this Business and share their valuable
experiences in the food market.

EXECUTIVE SUMMARY
Islamabad is a global city where people from all over Pakistan visit, reside and does their
businesses. The changing trends of dinning out, eating out has opened new horizons for
entrepreneurs such as unique restaurants as well as coffee shops. The younger generation willing
to go cafes which provide high quality hot and cold beverages along with high quality
technological services such as Wi-Fi so they can eat, drink and at the same time stay connected
all over the world.
RAMZ de-Cafe will be the first ever coffee shop which will provide high quality coffees, teas,
cold beverages such as pina colada, caprihina, Portuguese lemonade, tequila sunrise and so on.
Opportunity RAMZ de-Cafe will avail is the market of blue area as no other caf specialized in
providing such environment with the variety of world famous coffees, beverages and teas.
RAMZ de-Cafe has the competitive advantage of unique traditional Pakistani truck art culture
with western hot and cold beverages. It will not just be a stereotype coffee shop but consists of
wooden furniture and a chocolaty out look. RAMZ de-Cafe outlook will be based upon the
worlds renowned Pakistani truck art culture. This unique traditional culture will give us a
definite competitive edge over our competitors.
RAMZ de-Cafe will be equipped with high quality products with efficient services. Yes our
theme is traditional road side truck art culture but our taste will depict the west.
As blue area is a corporate sector which provide a pool for RAMZ de-Cafe as a number of
customers are more in this area. So the ratio of customers is high in this area and will generate
healthy number of customers.
RAMZ de-Cafe is a sole proprietorship business owned by a single person and team consist of an
account officer, a manager who will supervise to the chef, 4 waiters, a security guard and chef
will supervise the shoo chef.

RAMS DE-Cafe

COMPANY WITH ITS PRODUCT AND SERVICES

The Industry:
The coffee market and its various elements are what drive the coffee industry. Within the Market
portion of the coffeeresearch.org site you will find information and statistics on coffee
consumption, exportation, importation, and explanations of the world coffee market. This section
will focus on general coffee statistics, coffee market prices, and coffee market trends. To
supplement this coffee market research, there are many coffee marketing subscription websites
exist to give instant quotes and to facilitate trading. Additionally, for the specialty and gourmet
coffee market, the Specialty Coffee Association of America and the National Coffee Association
publish extensive annual data on coffee consumption statistics in the United States. For more
specific international coffee market information, the International Coffee Organization is the best
resource.
Hot drinks saw good growth in 2009, despite price increases coupled with a simultaneous
decrease in spending power. This increase in prices was mainly due to a rise in raw material and
commodity costs and, in particular, in milk and sugar prices. Consumption in rural areas has
increased a lot in recent years within hot drinks, particularly consumption of tea. In addition to
this, the packaged hot drinks market is still not mature or saturated; therefore it is constantly
growing, mainly as it attracts consumers away from unpackaged hot drinks.
The major hot drinks players have built extensive distribution networks and these, coupled with
the use of effective supply chain management, have allowed them to create a presence in most
suburbs. The introduction of big retail names, including Makro and Metro, have helped to shape
the key players distribution strategies and encouraged them to cater to bulk demand. Rapidly
expanding fast food chains and restaurants, in addition to the increase in the number of coffee
machines across the country, have driven demand in on-trade channels. Tea is a household
commodity in Pakistan and it uses both direct and indirect distribution channels.
Consumer price sensitivity in Pakistan is expected to hamper coffees performance during the
forecast period. However, given that tea consumption in Pakistan is among the highest in the
world, any slowdown in coffee volume sales is unlikely to have long-term consequences for hot
drinks, with consumption expected to pick up as consumer spending power increases. In
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RAMS DE-Cafe
addition, coffee has good growth potential, with consumers developing a taste for the product,
with the influx of international brands, new varieties, product innovation and an increase in the
number of coffee shops all helping to promote a coffee culture in Pakistan.

Company and the concept:

RAMZ de-Cafe is a first ever hot and cold beverages shop with a unique touch of traditional
Pakistani truck art culture. It is solely profit oriented organization with a theme of providing
excellent taste, magnificent services in accordance with traditional truck art culture. The
company based upon a sole proprietor ship situated at the heart of Islamabads commercial area
that is blue area. We are here with worlds most popular coffee flavors and continental cold
beverages in affordable price.
Concept behind this is that we have a unique place where we provide a variety of coffees which
are not available anywhere in Pakistan. Main emphasis is on the quality of variety of items. A
great range of international coffees and teas are available there
Why truck art theme?

Pakistani truck art is worlds most unique and colorful. Painting a truck, rickshaw or bus can
have many purposes. Some do it to attract customers, while others do it to keep up with the
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RAMS DE-Cafe
khans. Truck art has become an important branch of Pakistani folk arts. The Lorries are
decorated, painted and repaired in various workshops around the country. It is surprising to see
fleet owners (the trucks arent owner-operated) spend $3,000-$5,000 per truck for structural
modifications that convert these gas-guzzling, smoke-spewing, road-dominating monstrosities
into beautiful moving canvases covered in poetry, folk tales, and religious, sentimental and
emotional worldviews of the individuals employed in the truck industry, making it one of the
biggest forms of representational art in the country.
It is getting popular in western world in every passing day and many foreigners get their vehicles
painted by truck art craftsmen and have taken these vehicles to UK, Germany, USA and many
other western countries.

DETAILED VIEW OF PRODUCT OFFERINGS

Coffees:
1. RAMZ Irish Cream

RAMS DE-Cafe
Irish Cream Coffee takes three of the best things (Coffee, Cream, just a touch of coffee) and puts
them all together. How can we get better than that?
2. RAMZ French Vanilla

French Vanilla is basically a generic term referring to just about anything that has a strong vanilla
aroma and contains grains of vanilla. The term originated from the way the French made their
custard base for ice cream by including vanilla pods, cream and egg yolks. French vanilla may
also refer to anything with a vanilla custard flavor.
3. RAMZ Caramel

RAMS DE-Cafe
The wonderful taste of caramel in your pot of coffee.
4. RAMZ Hazelnut

Hazelnut coffee is the most popular flavored coffee in the world.! There isn't a flavor
combination left that we haven't thought of, so whether you like the buttery nut flavor of
Hazelnut all on it's own, or you like it with a dash of cinnamon spice or with chocolate Irish
cream, we've got you covered!
5. RAMZ Chocolate

Chocolate Coffee is your source for chocolates and flavored coffee drinks. It can help you find a
variety of Chocolate Coffees, ranging from dark chocolate to white chocolate. Coffee and
chocolate both have many health benefits. Coffee reduces the risk of Alzheimer's disease,
Parkinson's disease, heart disease, type 2 diabetes, gout, and cirrhosis of the liver. Chocolate
5

RAMS DE-Cafe
reduces the risk of high blood pressure, cancer and heart attack. Chocolate is also a brain
stimulator and cough preventer.
6. RAMZ Coconut Cream

Immerse yourself in the sweetness and smoothness of coconut cream flavored coffee. Relax as
this flavored coffee drifts your spirits to a far off island paradise. Hugely popular in markets
the world over, the flavor of coconut is loved by many. Usually found in breads, pastries, pies,
and cakes Coconut Cream can now be a part of your everyday life without the added calories and
guilt! The flavor of Coconut Cream coffee is usually described as sweet, rich, and creamy.
7. RAMZ Dark Roast

RAMS DE-Cafe
Darker roasts have a fuller flavor. Beans that have been over-roasted will take on a burned,
smoky or charcoal flavor. Also, there is less caffeine in the darker roasted coffees than in the
lighter ones. The roast alone doesn't determine the resulting coffee taste or quality.
8. RAMZ Chocolate Truffle

This is a quick-fix coffee drink for any chocolate lover and, in my humble opinion, a bit better
than your average mocha. The drink has a rich sounding name Chocolate Truffle Coffee. All it
involves is melting some chocolate truffles into hot coffee. Truffles have such a strong chocolate
flavor that they are a great way to add some sweetness and a burst of chocolate to a drink without
any fuss.
9. RAMZ Black Coffee

RAMS DE-Cafe

Black coffee is coffee served without cream or milk. We provided great taste of coffee.
10. RAMZ Cappuccino

A cappuccino coffee is a coffee drink made with espresso and steamed milk. The cappuccino is
actually one of the most difficult coffee drinks to make right. Cappuccinos are made by pouring a
shot of espresso into a ceramic cup, and swirling steamed milk over the espresso.

Teas:
1. RAMZ Black Teas
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RAMS DE-Cafe

Black teas get their characteristic flavor and color from a natural oxidation process, which
follows initial drying and rolling of the leaves after they have been picked. RAMZ de-Cafe offers
a wide range of single estate RAMZ black teas including world famous RAMZ Assams, RAMZ
Darjeelings and RAMZ Ceylons and a range of RAMZ bespoke Black Blends.
2. RAMZ Green Teas

Green tea is made from unoxidized leaves which are simply heated after picking to destroy the
enzymes that cause oxidation. They are then rolled to release their flavor. RAMZ Green teas are
sweet and contain many of the vitamins and antioxidant properties of the fresh green tea leaf,
making them highly regarded as a healthy, fragrant and delicious drink.
3. RAMZ Oolong Teas
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RAMS DE-Cafe

Oolong, meaning Black Dragon, is usually from China and Taiwan (often called Formosa, its Old
Portuguese name). It is a semi-fermented tea, a cross between green and black teas, which is
widely prized for its digestive benefits. RAMZ de-Cafe offers a range of the finest oolong teas
from both China and Taiwan, including Iron Goddess of Mercy (Ti Kuan Yin) and the highest
grades of RAMZ Formosa Oolong teas.
4. RAMZ White Teas

White tea is the world's rarest tea as it can only be picked for a few weeks in any one year.
Authentic white tea is only grown in the Fujian province in China where the exact method of
processing is kept secret. What we do know is that white tea is made from a specific tea plant
variety, as well as a particular processing method which raises small silvery hairs on the leaves
and buds. White tea has seen a recent increase in popularity and has well-documented
antioxidant and detoxifying benefits.

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5. RAMZ Kashmiri Tea

Powdered almonds make this chai a little bit nutty, and you can really taste the cinnamon and
cardamom as well.
6. RAMZ Ginger Tea

On a cold, wintry day there is nothing like a steaming, aroma-filled cup of ginger tea to warm
you up and awaken your senses. A few pieces of fresh Ginger combined with Lemon and honey
can do wonders to your tongue and to the body.
7. RAMZ Masala Tea
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RAMS DE-Cafe

An Indian tea called masala tea of great taste is also available. People who like spices really like
this tea.

Drinks:
1.

The White Russian

Don't let the name scare you... this drink is surprisingly tasty and will leave you craving more.

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2.

Blue Hawaiian

There is something to be said for a tropical beverage.. It's refreshing, it's pleasing to the eye, it's
absolutely delicious, pineapple juice, cream of coconut, a cherry and slice of pineapple
If you, for some reason, find this recipe too stout try adding some Grenadine to sweeten the deal.
3.

Tequila Sunrise

Now picture yourself on vacation on a Mexican beach. You should have a drink in hand. The
Tequila Sunrise is the drink for you. It is a perfect blend of tangy orange and sweet cherry flavor
for any occasion... you don't have to be on a Mexican beach to drink one, however nice that
sounds.
4.

Long Island Ice Tea

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RAMS DE-Cafe

It's time to try a little stronger beverage.. It's time for a highball known as the Long Island Ice
Tea. This drink, despite its high alcohol content, is surprisingly soothing and smooth.
5.

Bloody Mary

The Bloody Mary is the perfect drink for you. The perfect spicy tomato flavor will cure any
hangover and get you ready for round two.
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Shakes:
1. Mango shake

Mango shake is one of the most popular shake around the world made of mango pulp blending it
with milk and sugar.
2. Banana shake

Banana shake is also available. It is the blending of banana with milk and sugar make it very
tasty.
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RAMS DE-Cafe
3. Strawberry shake

A great taste of strawberry is also available. Strawberry shakes with different tastes and items are
popular among childrens especially.
4. Pina colada

Sheesha:
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RAMS DE-Cafe

Flavors:
1. Strawberry

2. Apple

3. Double Apple

6. Blue mist

7. Chocolate mint

4. Orange

5. Winter Fresh

8. Star Buzz.

MARKET RESEARCH AND ANALYSIS:

Market size And Trends:

Market size:
The overall market size of RAMZ is around 90000 of sector G6,G7, F8 and F6 and about 50000
working people in BLUE AREA which makes it a sizeable market for RAMZ.
The worldwide consumption of tea and coffee is increasing due to fast population growth rate
and the coffee shop industry is growing at fast rate due to the trendy behavior of people.

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RAMS DE-Cafe

1) Coffee shops make up the FASTEST GROWING part of the restaurant business,

checking in with a 7% annual growth rate!

2) World coffee production is estimated at 110 - 120 million bags per year

3) 14 billion espresso coffees are consumed each year in Italy, reaching over 200,000 coffee
bars, and still growing!
Market Trend:
1. Price Increases Fail to Affect Sales
Hot drinks saw good growth in 2009, despite price increases coupled with a simultaneous
decrease in spending power. This increase in prices was mainly due to a rise in raw material and
commodity costs and, in particular, in milk and sugar prices. Consumption in rural areas has
increased a lot in recent years within hot drinks, particularly consumption of tea. In addition to
this, the packaged hot drinks market is still not mature or saturated; therefore it is constantly
growing, mainly as it attracts consumers away from unpackaged hot drinks.
2. Health Trend Comes to the Fore
2009 saw a wave of new international products and cafs appearing in Pakistan, with consumers
increasingly concerned about health. Consumer awareness of green tea and fruit/herbal tea has
also been created, driven by major brands marketing strategies, but it will take more time to
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RAMS DE-Cafe
educate people about their healthy effects and benefits, especially as black tea consumed with
milk is almost regarded as a national drink in Pakistan.
3. Hot Drinks Features Domestic and Global Players
Nestl SA dominated value and volume sales of coffee in 2009, while Tapal Tea (Pvt) Ltd led tea,
with Unilever Pakistan Ltd in second place. While international brands accounted for a large
portion of sales, domestic player Tapal Tea (Pvt) Ltd is a domestic phenomenon, a strategically
adept operator that supplies high-quality products. Smuggled tea, however, continues to drag on
sales and accounts for a major proportion of hot drinks consumption.
4. Distribution Reaches Suburbs
The major hot drinks players have built extensive distribution networks and these, coupled with
the use of effective supply chain management, have allowed them to create a presence in most
suburbs. The introduction of big retail names, including Makro and Metro, have helped to shape
the key players distribution strategies and encouraged them to cater to bulk demand. Rapidly
expanding fast food chains and restaurants, in addition to the increase in the number of coffee
machines across the country, has driven demand in on-trade channels. Tea is a household
commodity in Pakistan and it uses both direct and indirect distribution channels.

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RAMS DE-Cafe
5. Hot Drinks Forecast Largely Positive Coffee Consumption
Consumer price sensitivity in Pakistan is expected to hamper coffees performance during the
forecast period. However, given that tea consumption in Pakistan is among the highest in the
world, any slowdown in coffee volume sales is unlikely to have long-term consequences for hot
drinks, with consumption expected to pick up as consumer spending power increases. In
addition, coffee has good growth potential, with consumers developing a taste for the product,
with the influx of international brands, new varieties, product innovation and an increase in the
number of coffee shops all helping to promote a coffee culture in Pakistan.

Target Market:
RAMZ de-Cafe has used Geographic and Demographic basis for segmentation, discussed as
under.

1. Geographic Segmentation
Geographically, cafe RAMZ will be confined with selected sectors of Islamabad city that
includes Sector G 6, G 7, F 8 and F 6 and Blue Area. Reasons for targeting these sectors include
their large distance from other coffee shops and nearness to the corporate people.

2. Demographic Segmentation
Demographically cafe RAMZ will be targeting corporate and business people, families and to
some extent the students and most of all the foreigners as RAMZ will be of great attraction for
the tourist depicting Pakistan truck art which is popular all over the world.

Competition and competitive edge:

1. Competition:
RAMZ is in direct competition with Gloria jeans, moccoa coffee and espresso lounge and
indirect competitors are Nescafe and local and international brands of tea and coffee.
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RAMS DE-Cafe
2. Competitive edge:
RAMZ de-Cafe will be providing high quality luxurious items with cultural environment.
Geographically cafe RAMZ will be the only caf providing such services in Blue Area.

Estimated Market Share and Sales:

1. Estimated Market Share:

Coffee Shops

Market share

Gloria jeans

20%

Moccoa coffee

5%

Khokhas and other local brands

40%

Cave, red onion and other restaurants

25%

As RAMZ is a new entrant to the coffee market so it is estimated that due to its unique interior
and service quality RAMZ will be able to capture a market share of 15% over a period of one
year through efficient working and time management.
2. Estimated Sales

The estimated sales of RAMZ de-Cafe over a period of one year are 97,200,000 catering a
number of people giving them a number of quality services.

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RAMS DE-Cafe

BUSINESS MODEL
Corporate plan:
Vision
To be the trend setters in market in accordance with high quality products with the essence of
true Pakistani truck art culture.

Mission
RAMZ has the mission to provide famous hot and cold beverages in economical rates with the
reflection of Pakistani traditional culture.

Goals

To promote the Pakistani culture especially Pakistani truck art culture

To provide worlds famous coffees and beverages in economical rates
To Provide best services and high quality of products

Objective

To produce high quality product and services to satisfy the customer wants and needs
To maximize the market share
Earn maximum profit
To capture the market of corporate sector of blue area especially.

Regulatory and legal issues:

A rental agreement between the owner of the building and proprietor of RAMZ de-Cafe. There is
a proper signed agreement between the two of 15 years initially which is extendable to 30 years.
1. Trade mark
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RAMS DE-Cafe
The trade mark of RAMZ de-Cafe is properly registered.

2. Sole proprietorship
RAMZ de-Cafe is a sole proprietorship business owned by the owner named jawad Hassan. He is
having a rich experience of family business. He has a degree of Masters in Business
Administration with specialization in marketing. His strengths includes business strategy
making, developing control systems, good at networking.

Geographical location

RAMZ de-Cafe will be situated in marina hotel basement, blue area, Islamabad

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RAMS DE-Cafe

Supply chain

1. purchasing material from market

We purchase all the raw material in bulk quantity from the metro and super market on quarterly
basis.

2. Processing at RAMZ de-Cafe

Second step is the processing or making of orders by our expert chef maintaining the quality and
taste. Our chef is expert in developing a great taste and a variety of coffees and beverages.

3. Serving to the customers

Third step is the serving in which our waiters serve to the customers.
RAMZ de-Cafe business will operate on cash basis.

MANUFACTURING AND OPERATIONS PLAN

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RAMS DE-Cafe

Production process

Our production process is actually the processing steps involved in the preparation of coffees,
drinks and teas by our expert chef upon the orders placed by our customers. Fresh juices will be
available as per the seasonal changes. All famous coffees are available and prepared hygienically
and efficiently.

Machinery layout
1. Coffee Maker

We have 2 coffee makers which are automatic because Investing in a coffee maker is an
important decision and wants to save you the time of our worthy customers.

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RAMS DE-Cafe
2. Baking oven
A baking oven includes a housing having a baking chamber formed with a lateral opening, the
housing having a top formed with a plurality of ventilation holes, a smoke filter mounted within
the housing and located under the ventilation holes, a cover engaged with an end of the housing
and provided with a transparent window, a tray inserted into the housing, a dropping mechanism
mounted within the housing and provided with a baffle configured to close the opening of the
baking chamber and a guiding plate forming a slope for transfer of baked foods

3. Food factory
These juicers are engineered to cope with a large output and a bigger demand than the average
household juicer and as such will cope with high output without having its life span being cut
short. All parts are manufactured to be extremely hardwearing so that you can rely on your juicer
to keep going, no matter what demands you make of it

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RAMS DE-Cafe
4. Tea maker

In order to guarantee professional results, the filter, filter holder and boiler distribution unit have
been designed for professional use and can only be used with pods. The machine is capable of
dispensing a cup of hot water at approximately 85C for cafe Americano and dry steam for
exceptional frothing milk techniques.

Management Team:

Hierarchical Chart
Proprietor

Hotel
manager
Purchase
Officer

Chef 01
Shoo Chef
01

Account
Officer
Waiter 04

Key Management Personnel

1. Proprietor
27

Security
guard

RAMS DE-Cafe
The proprietor is the Chief Executive Officer (CEO) and owner of RAMZ de-Cafe.
Experience:
The Proprietor must have a rich experience of family business. He/She should have a degree of
Masters in Business Administration with specialization in marketing. His/Her strengths includes
business strategy making, developing control systems, good at networking, well linked and
hands on all general areas of business. He/She would also able to perform the marketing
functions. He/She has a strong understanding of customer and market dynamics and
requirements. Target oriented, can manage daily marketing planning and supervising the staff.

2. Management Ability & technical expertise:

The Proprietor is responsible to align the company, internally and externally, with
his/her strategic vision.
His/her core duty leadership abilities are to facilitate business outside of the company
while guiding employees and other officers towards company core objectives.
oversee all marketing, advertising and promotional activities
Conducts periodic Market researches when required, a keen eye on market conditions
and changing trends and watchful for competition
Developing and implementing Marketing Communication programs and Sales
Campaigns.

3. The Hotel Manager:

Hotel managers manage the personnel and the marketing activities of hotels. Duties vary
depending on the title and place of employment.

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RAMS DE-Cafe
Experience:
He shall have a minimum experience of 4-6 years in hotel management. He has a degree of
Masters in hotel management. He shall be fully qualified for development, arranging and
conducting all hotel jobs, together with front office communication and all over maintenance.
4. Management Ability & technical expertise:

He is responsible for planning and organizing accommodation, catering and other

hotel services.
The hotel manager provides overall leadership, guidance, and direction to the
hotel management team.
They have to ensure that guests enjoy good customer service.
They supervise maintenance, supplies, renovations and furnishings of the Hotel.
They have plan out work schedules for individuals and teams.

5. The Accounts Officer:

The Accounts Officer is responsible for overseeing organization's accounting function. He
requires a sufficient experience of maintain accounts and bank matters.
Experience:
B.Com degree is required for an accounts officer with 2 to 3 years experience. Well versed in
dealing with Banks and Financial Institutions. Experience of costing and record keeping and can
generate customized reports for Management using Peach Tree, QuickBooks or Microsoft Excel.
6. Management Ability & technical expertise:

He will performs all tasks related to the accounts, including reporting, cash
handling, bank matters, payrolls, and generating financial reports.
He shall explain financial data and keep tracks of changes in expenses and sale as

well can conduct trend analysis

Technically strong in softwares like QuickBooks or Peachtree or some

customized software.
Be self-motivated and self driven and able to thrive within high-pressure

7. Purchase Officer
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RAMS DE-Cafe
The Purchaser is a key resource of RAMZ de-Cafe, primarily responsible for purchasing of
material with a prime focus on quality products.
Experience:
He shall have 5 to 6 years experience of purchasing in market. Moderate level of education is
sufficient. The company relies heavily on his experience and negotiation skills. He can speak or
understand multi languages preferably Urdu, Punjabi, and Pashto.
8. Management Ability & technical expertise:
The purchaser should be good in negotiating prices.
Accurately monitoring and forecasting stock levels.
He shall watch the differences in prices of wholesale and retail market.
Researching and identifying adequate suppliers and maintain their database.
Monitoring the quality of material.
9. Management Compensation
We are compensating our employees by giving them a handsome amount of salary. The
following is the salary sheet of the employees working at cafe RAMZ:

DESIGNATION
Hotel manager
Account officer
Purchaser
Chef
Shoo chef
Waiters
Security guard

NO. OF EMPLOYEES
01
01
01
02
02
04
01

SALARY (PKR)
35000
15000
10000
60000
30000
32000
7000

Employment Policies & Other Agreements and Bonus Plans:

Increments: The Staff members will be given a decent increment after every one year,
considering inflation. The employees who will show excellent performance will be
rewarded with midyear increments.

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Bonus Pool: At the end of each fiscal year, the CEO of RAMZ will review its financial
performance for the year and set aside a pool of funds to be used for distributing staff
bonuses. The amount of the bonus pool will vary from year to year depending upon the
profitability of the firm and, at the discretion of the firm, there may be no bonus pool if
circumstances do not warrant.

Eligibility: All full-time employed staff members of the firm who have at least one full
year of continuous employment with the firm are eligible for consideration for a bonus. A
staff member who is not employed by the firm at the time the bonus pool is established
will not be eligible for a bonus.

Award Categories: Three performance bonuses, in amounts established by the firm,

will be awarded to the three eligible staff members demonstrating, in the firm's view, the
best overall performance for the year. The balance of the bonus pool will be distributed
equally to all remaining eligible staff members.

Qualifications: For the purposes of determining the three staff members demonstrating
the best overall performance for the year, the following factors will be considered, with
an emphasis on those qualities which contribute to the firm as a whole:

Attitude
Teamwork
Leadership
Loyalty
Productivity
Self-Motivation
Skills (speed, accuracy, organization)
Professionalism
Interpersonal Skills
Self-Improvement over previous year
Other Facilities: The employees will be given by 50% discount on the food items in the cafe.

PEST Analysis:
1. Political

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In recent years Pakistan has witnessed very tough political crisis, Lawyers movement and unrest
in Judicial system, war against terror added fuel to the fire and Pakistan portrayed it self as a non
investor friendly country with an instable political system.
However in recent past, our political leaders have shown a great gesture of national
reconciliation which has helped them to resolve issues like NFC award, Water distribution
among provinces and most of all historic 18th amendment. Investors are now regaining their
confidence in Pakistans political and economic system. The evidence of this fact is stability of
Stock Exchange market and substantial increase in foreign reserves.
Economical
After passing through the bumpy portion of road our economy is again on track and we
expecting to grow it on a pace of about 4.5% p.a. Our inflation rates has come down to about
12%, the terror factor has been tackled though not 100% but to a satisfactory level that we can
continue our business and social activities. Cafe RAMZ aims at contributing in the economic
development of the country by creating more jobs and through entrepreneurial endeavor.
Social
Now a days people are becoming hygienic and security conscious, hence they need a good
environment with cost effective food. The company will build long term relationship with its
customers based on mutual trust providing them luxurious with cultural environment as depicted
in Mission statement.
Technology
Technology will not have much effect on our business. Adequate operational technology in form
of computers, mobiles, web site etc is available.

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SWOT Analysis:
1. Strengths

A unique idea of cultural touch with luxurious items.

Profit potential is lucrative, due to large market size which will keep on increasing.
Professional, dedicated and self directed staff
Interior of "Truck art" which will be very attractive for foreigners.
No such spot in Blue Area for corporate people

2. Weakness

Lack of awareness among the people about hot beverages

Lack of promotional budget
Problems of staff retention

3. Opportunities

Business can be expanded to other cities like Karachi, Lahore etc.

Industry is observing a substantial increase in demand.
Managerial trainings and skills development of employees

4. Threats

Law and order situation in the country is worsening day by day

Rising energy costs

Potential entrants in market

Brand loyal customers

Westernizing behavior of people

competitors

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Porters Model:

Rivalry among existing firm

In Islamabad there are so many direct competitor. Threats from existing firms is found to be very
high.

Bargaining Power of Buyers

Customers have options available for purchasing which are easily available in the market.
Therefore bargaining power of buyer is relatively high.

Bargaining power of suppliers

Suppliers of Cafe RAMZ have many different options and doors to sell; the bargaining power of
suppliers is high
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Potential Entrants:
1. Substitutes
Substitutes are easily available. The direct competitors are Gloria jeans, moccoa coffee and
Espresso lounge, Rivalry among substitutes is normal as none of them are offering home delivery
service.

2. Pricing Strategy
Cafe RAMZ will be operating on premium pricing. As the people of Islamabad are status
conscious and they are ready to pay high for a quality product, Cafe RAMZ will earn the profit
out of its pricing strategy.

3. Sales Tactics:
Here are mainly three tactics which Cafe RAMZ will follow:

Product tactics
Price tactics
Service oriented tactics
Taste oriented tactics

4. Services:

RAMZ de-Cafe will provide quality service.

RAMZ de-Cafe will provide car parking for its customers.
Comfortable atmosphere.
WI-FI service.
Promotions and Advertising

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Promotional Activities:
The survey had shown that people of the Blue area in particular are interested in such coffee bar
as RAMZ de-Cafe for entertainment and relaxing purposes with a good and friendly environment
with a touch of their cultural heritage after their hectic routine.
Phase 1: Awareness Campaign
The company telemarketing staff will update its database by calling customer residences, offices
and confirming their contacts. The initial list will be obtained from telephone exchange. The staff
will give some general idea. The telemarketing campaign will be followed by an introductory
letter of the company that will be a bilingual document and sent to target market sectors.
Phase 2: Company Launch Campaign
The activities outlined in this Phase is detailed as under

Promotion

Cafe RAMZ has planned to adopt an Integrated Marketing Communication strategy. The
company is not possessing sufficient resources to go full scale on mass media. We will opt for
economical yet effective tools of Above the Line and below the line advertising media discussed
as under

Advertising:
Public relation
Personal selling
Direct marketing
Sales Promotion
Advertising:

RAMZ de-Cafe has selected electronic media for its ATL activities as Cable TV and FM Radio.
1- Above The Line Advertising Media
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RAMZ de-Cafe will be having one month campaign, with a clear focused message
Media

Spots/day

Duration

Total Budget

Cable TV

10

I minute

Rs. 50,000

7
daily
(Three days in week)

30 seconds

Rs. 20,000

Radio
FM 100
Total

Rs 70,000/-

2- Below the Line Advertising Media

RAMZ de-Caf will use following below the line media vehicles:

Banners
Steamers
Brochures
SMS Advertising

Besides all below the line advertisement strategies may be adopted for its effective promotion
like printing of company calendars, production of company wall clocks and other office
accessories and then by giving these things as giveaways to the concerned customers.

Interactive online Media

An interactive, professionally designed web site is also planned with suggested domain
http://www.ramzcafe.com.pk It will be featuring complete product information, cafe location and
contact points and an email response system.
In addition to that company will be displaying its awareness messages on related blogs and social
networks and Usenet groups. An efficient email marketing campaign is also planned.

Direct marketing

Cafe RAMZ will also use direct marketing tools in order to make customer aware of the
company and its products. These includes writing letters to customers after compiling and
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updating the data base and afterwards distributing fliers to the residents and offices of sectors
defined.

Data Base Management

Database management and marketing will be the core of The RAMZ business. We will keep
complete data of offices and will keep on updating it. For this, it is suggested to use Microsoft
CRM for maintaining data of customers and prospects and keeping customer profile.

Public Relations

Media relationships will be given a prime focus in order to compensate lack of advertisement
capabilities on mass media which will be carried through news, referrals word of mouth and
announcements

Sales Promotion

Cafe RAMZ will use number of sales promotion activities in order to attract the customers to buy
the products. They include offering key chains, Mugs, Wall clocks and on special events like
Ramzan, the Aftar nicely designed Calendars, high tea, reservations etc.

Channels of Distribution

The business model of Cafe RAMZ requires a direct distribution strategy to its customers and no
middleman will be involved. We will be working seven days a week and on weekends there will
be special services offered .Specially designed interior and management system will ensure
quality and hygiene of the product and environment. It will be stacked in such a way that reduces
the delivery and customer handling time.
Cafe

Customers

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Critical Risk Factors:
1. Management Risks
The risks identified in this area are:

Retaining of managerial staff for long term

Management involved too much in day to day activities and Strategic Decision and long
term planning may suffer

Poor coordination between chefs and waiters

In house rivalry between the staff.

Strategies
Staff will be compensated on the basis of performance and contribution towards organizational
objectives. Duties will be specifically and explicitly identified.
2. Marketing Risks
Marketing risks includes:

Customer may not respond as expected

Lack of promotional budget

Emergence of potential competitors

Strategies

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Promotion will be confined with BTL media and personal/PR activities, considerably reducing
cost of promotion. Rest will be accounted for through maintaining a loyal customer base.

3. Operating Risks
These risks may include

Maintaining quality of products.

Serving the beverages in time to the customers.

Strategies
We will be careful in maintaining the quality of the products by using good quality of material.
And we will train our waiters about the time management for serving.
4. Financial Risks
Financial risks may include

Entrepreneur lacks investment

Recession in economy

Unanticipated expenses

Increasing prices of material used in our products

Strategies

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Expenses will be matched as actual from projected ones and find out reasons if deviation occurs.
We will have strict control on our costs. Proper record keeping in form of day books and sale
books will be carried.

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FUTURE PLANS:
1. Expansion strategy

In future we will expand our product line, such as burgers, steaks, and Italian cuisine.
In future plan we will open our caf in various big cities of Pakistan including Lahore,
Karachi & Peshawer.

2. Contingency plan

If the theme of RAMZ de-Cafe will not be successful then we will move towards the
traditional desi food items.

-THE END-

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