Professional Documents
Culture Documents
4
5
6
7
10
11
13
14
16
Our Group
Executive Summary
Why Fruits in Food?
Organization Background
Vision, Mission, Values, Company / Working Culture, Business Model
Market Analysis
Competitors Analysis
Market Research
20
21
25
26
27
31
35
38
40
43
44
45
Operation Plan
Facilities, Hours of Operation, Employee Training & Education, Food
Production, System, Organizing & Staffing, Cost, Floor Plan
Organization Structure
Financial Budget
Tangible Assets, Breakeven Analysis, Profit & Loss, Breakeven Point,
Return of Investment
Milestones
Contingency Plan
Appendices
OUR GROUP
EXECUTIVE
SUMMARY
Kresna
Florenzo
Michael
Tina
Melts will be a restaurant for health conscious people serving delicious western
foods within an affordable price range. This restaurant will be located in Bugis,
the central area of Singapore. Many educational institutes like Singapore
Management University, Nanyang Academy of Fine Arts , Lasalle are located in
this area. The main targeted customers are the students from these institutes.
Melts will offer a wide range of western foods with a unique combination of
fresh fruits for flavorings. The speciality of the food is that fruits are compulsory
ingredients in every dish and will be used for extra flavorings and not just for
garnishing. Melts claims to offer 100% MSG free food to its customers. In
addition, Melts also provides a friendly customer service experience that
customer will surely cherish.
ORGANIZATION
BACKGROUND
Why fruits in food?
We eat few times each day. Sometimes we eat when we are hungry and
sometimes just because we feel like it! There are so many types of food we can
eat and we have to make the right choices to stay well nourished. According to
health promotion board, Singaporeans are recommended to eat 2 servings of
fruits and vegetables daily. There is no food that can provide all the nutrients for
body needs. Hence one needs to eat a wide variety of food, all in moderation and
in the right balance. Vegetables are usually eaten as part of the meal in Singapore
culture whereas people often have to make a conscious effort to remember to
include fruit in their meal. Many people do not have the habit of including a fruit
after a meal. The habitual food choices can either promote health or increase
the risk for developing chronic lifestyle related diseases such as diabetes,
hypertension and high blood cholesterol. Researches have shown that regular
intake of fruits and vegetables keep the body healthy and reduce the chances of
lifestyle diseases. Although they do not look elegant on the plates, nevertheless
their health benefits cant be ignored.
Melts offers an easier way to have a balance food without compromising on the
test. We offer a combination of food and fruits in all our dishes. In addition, our
foods are also 100% MSG free; a healthier meal with juicy flavored western food.
One can enjoy the fruity flavor in every kind of dish that we serve. Now, why
Melts choose fruits for flavoring? Fruits contain a variety flavors such as sweet,
sour and bitter. In addition to flavor, they also add color and textures to food.
Fruits are also low in fat, calories and cholesterol-free. We believe that by using
fruits, we can create fabulous cuisines. Not only the taste but also the nutrients
inside the fruit will be good for our customers. It will be a healthy alternative to
many who cant give attention to their diet and health. We believe we can take
care of their health and their taste buds equally alike.
We are starting our restaurant with a brand new concept of a unique blend of
western foods with fresh flavor of fruits. Its basically a casual dining restaurant
establishing mainly for students like university goers, keeping in mind the
affordability. Melts will offer wide range of western foods uniquely blend with
fresh fruits, served smoky and fast.
Vision
Revolutionize how people taste food
Mission
To give 99% customer satisfaction, encouraging customers to cut down on their
MSG intake and to educate people that food taste can be enhanced by adding
fruits
Values
The Customers
We treat our customer as the top priority and ensuring to serve the best food
to every customer
The Employess
We believe employees are our best assets and each have their own strength so
everyone has to respect each other and work as a team.
The Partners
We treat our partners as friend in doing all the business by giving them the
fairest business deal.
Business Model
Food and Beverage industry is enduring and continues to bring new colors and
flavors. In this vast industry, we put ourselves in the table-dining market and
categorized as casual dining, which means we are a normal restaurant and can be
enjoyed by everyone.
Although the competitors in this industry are numerous, we do have unique
characteristics that almost none of them offers anything like us. Our closest
competitors are Hans and Fish & Co., which is the choice of young people to
eat and relax. Their restaurants are located near our outlet as well. However we
believe that we will be able to attract the health conscious students and those
who would like to try out something different.
Partners
We love our business. We do everyting with love. Starting from preparing the
food with love and until serving the food to our beloved customer. Everyone in
our restaurant love their job and treating each other with love as well.
Food and
Fruit Supplier
Retail
Revenue
Revenue
Franchise
Revenue (est.
2015)
Melts
Restaurant
Cost
We believe the chances of being successful are far greater if we love what we do.
Our activity culture :
We have monthly dinner event
We celebrate every staff birthday
We celebrate every festives season by dressing up and restaurant decoration
Rent
Salary
Raw Material (Stock)
Utilites
etc.
Customer
Customer
Management
PRODUCTS &
SERVICES
INDUSTRY
ANALYSIS
Porters 5 Forces
Threat of New Entrants
Threat of new entrants into the F&B market within Singapore is high as there
are few proprietary product differences and the cost to enter the market is
relatively low. It is assumed that skilled employees would be bit difficult to
get. Numerous strong brand identities restaurants do make it more difficult to
enter and succeed within the marketplace, however, We have a specialty that
is different from all the restaurants, which is free of MSG, because we use the
fruits as flavorings
Bargaining Power of Buyers
10
Singapore consumers is spolit for choice ,they can choose what type of food
restaurant they want to go to, from the traditional Chinese food, Malay, Indian,
Peranakan, Japanese, Korean and many more. However, location and type of
food may reduce this bargaining power. Restaurants most likely would not
doing well in remote areas. Hence, our restaurant will be located in crowded
area so it is easier to access. As for the food, our restaurant offers MSGfree foods and nowadays, there are a lot of people who start to avoid such
unhealthy foods, therefore we have some possibilities to attract this group of
people.
Threat of Substitutes
Our primary target audience is university or college student. To serve them
well, we set a nice colorful ambience yet not too far to avoid kiddy ambience.
The main theme of our restaurant is Casual. We hope our restaurant can be a
comfortable and relaxing hang-out place, where students can spend some of
their time for having lunch or dinner while reducing their tiredness from studying
for several hours at school or institutes.
As we realized that our customer might be tired, we strive to give a good service
by having polite waiter/waitress and hygienic dining place. Nevertheless, a quick
service is also what we want to give. However, it is not the top priority. Our top
priority is to serve customer with smile and politeness without exaggerating it,
also to avoid false order and other mistakes that may occur during customer
serving. With this quality, we believe our restaurant would grow as a place where
people can enjoy every aspect in our dining place.
11
PEST Analysis
12
Politic
Social
Singapore is one of least corrupt countries in the world besides Denmark and
New Zealand. Since the day Singapore officially gaining sovereignty on 9 August
1965, its politics has been dominated by the Peoples Action Party (PAP). Under
the leadership of the PAP, Singapore possesses a distinct political culture such
as authoritarian, pragmatic, rational and legalistic. Singapores power structure is
highly centralized, characterized by a top-down style.
English was mandated by the government as the primary language used at all
levels of the school systems. Enrollment at public universities of both full-time
and part-time was 72,710 and 80,635 for polytechnics in 2009. While 24,846
students was owned by The Institute of Technical Education for basic technical
and commerce skills. Overall, countrys literacy rate is 96.3%.
Economy
Singapore has high GDP in 2009 for $182.23 billion while annual real growth rate
was 1.8% in 2008 and -1.3% in 2009. Gross Domestic Product per capita was
$36.537 as achieved in 2009. Singapore has no natural resources at all. On the
other side, 0,5% of GDP was under agriculture products such as poultry, orchids,
vegetables, fruits, and ornamental fish. As for manufacture, this kind of electronic
products and its components, petroleum, machinery and metal, chemical and
pharmaceutical, etc. took 19.5% of real GDP.
There are some major markets such as Malaysia, Indonesia, Hong Kong, Germany,
France, China, United States, and Japan. Singapore imported aircraft, crude oil
and petroleum, electronic components, radio and television receivers, motor
vehicles, chemicals, food/beverages, irons, and electricity generators worth $245
billion. There are some major suppliers as well such as Germany/France, Malaysia,
United States, China and Japan.
Technology
Almost all of Singaporean possesses mobile phone as a handy communication
device. Though one should be enough, it appears that some group of people like
businessman or business woman owns 2 mobile phones for their purposes.
The world technology has spread around Singapore and it is unlimited as long
as one can buy it. More hardware such as personal computers and laptops is no
more a limitation to working people only. Students are now own their laptops;
carry it everywhere they want to go. Moreover, internet device also available on
a small USB drive called broadband, which lets all people surf internet wherever
they are. This technology of communication in Singapore is not something at left
behind than other developing and hi-technology countries.
As the conclusion, Singapore has a high rate of income and growth rate per year.
On the other side, Singapore is one of least corrupt countries in the world. Many
cultures and races such as Chinese, Malay, and Indian, mixed into one society
while having English as the national language. Speaking of people of Singapore,
Singaporeans are up-to-date in the growing technology. With this analytical
statement as our base, we believe that we can open, succeed, and grow our food
and beverages business in Singapore.
MARKET
ANALYSIS
13
COMPETITORS
ANALYSIS
No
Hans
14
Hans restaurant sells mixture of western and local asian food. The layout of the
restaurant is designed like a cafe. Outdoor seats also available in some outlets.
Billy Bombers
Restaurant with the feel of the 40s-style California diner deco.Serving old
American fare such as gourmet burgers with chunky American Fries which are
main staple of that era. There is also an Italian corner where they serve diners a
wide range of Pasta. Besides the A-la carte menu, they also have daily set meals,
Chefs specials, Happy Hour & Tea time promotions. Billy Bombers is famous for
the big portion of serving.
Billy Bombers
Features
Hamburger
American Dining
2.
Benefits
Affordable seafood
3.
Package
Normal serving
Comfortable environment
Pricing Strategy
Hans
Billy Bombers
1.
Price Range
2.
The Offerings
Lunch Promotion
3.
Customer Perception
No
Hans
1.
No
The analysis of competitors is done according to the proposed location. There are
lot of restaurants in Bugis area that sell food at similar price. From the products
and services that they provide, we choosed three of them as our competitors
which is Hans , Fish & Co. , and Billy Bombers.
Product Strategy
Place Strategy
Hans
Billy Bombers
1.
Location
Bugis Junction
Near Bugis MRT Station
Other 15 branches located all around
Singapore
Bugis Junction
Near MRT Station
Other 6 braches in Singapore
2.
How is it sold
Self service
No.
Promotion Strategy
Hans
Billy Bombers
1.
2.
ATL
Word of mouth
ATL
Facebook
Membership
Word of mouth
ATL
Word of mouth
3.
Promotion mechanics
Current Promotion :
Seasonal Promotion on Christmas
Current Promotion :
Happy Lunching Set Meal
Current Promotion :
1 for 1 lunch special
Despite of the strong brand or long history that our competitors have, we have
our own way to compete with them. We are using fruits as the replacement of
MSG and giving the best warm and friendly service to every customer.
15
MARKET
RESEARCH
1-2times
3-4times
5-7times
Result of the survey is very satisfying and rewarding us in building this restaurant.
The survey correspondents mostly are accordance with our target market age,
with age from 17-28 years old. Their monthly allowance are enough for them to
have a meal in a restaurant, with the result of 23% below $300 and 23% above
$600 per month.
16
Male
Female
below 17
17-19
20-22
23-25
above 25
below $10
$11-15
$16-20
above $20
Yes
No
Western and Japanese food are the most popular cuisines among all, where each
topping the survey with 31% of the votes. With this result, we believe that the
popularity of western food will boost our business to success.
Almost all of the response show that they at least eat a meal outside once every
week. This results are quite positive for our survey.
Half of them agreed to pay $ 11 - $ 15 for a meal in a restaurant, where this price
range is within our restaurant price range also. 95% of them willing to try new
foods and 63% of the correspondents are aware of the ill-effects of MS. Again,
the results are beneficial for our restaurant.
below $300
$300-399
$400-499
$500-599
$600 and above
Western
Chinese
Japanese
Thai
Others
Yes
No
Maybe
Eventually, 67% of the result show that they would like to try the food without
MSG and cooked by using fruits as the flavoring, which can be interpreted, more
than 20 people can be our regular customers and more than 5 people will try the
food at our restaurant.
17
18
More people are aware of the ill-effects of MSG today. Researches shown that
MSG causes a range of dangerous side effects, while nowadays almost every
food product in the market contains MSG inside it. MSG is used around the globe
in soups and broths, sauces, gravies, and flavoring and spice blends. MSG is
also present in a variety of processed foods such as canned and frozen meats,
fish, poultry, vegetables, and ready-to-eat food plates, dressings, ketchup,
mayonnaise, soy sauce, sausages, snacks, some processed cheeses, soup
powders for instant noodles, etc. Although the harmful sill-effects, MSG has
become a normal ingredients to enhance food flavor these days.
Fruits and vegetables are some of the healthiest and best tasting foods. They
are low in sodium and calories, and most are fat free. Reach for blue, purple,
green, white, yellow, orange, and red fruits and vegetables for your meals and
snacks. They help your body get the vitamins, minerals, fiber, and other natural
substances it needs to stay healthy.
Some side effects and disorders of consuming MSG are headache, allergies,
strokes, brain Tumors, high Blood Pressure, difficulty of breathing, diabetes, chest
pain and many more other health problems.
Certain ways to eliminate the intake of MSG such as check a product label to
avoid product with MSG in the ingredients, asking restaurants do they serve
dishes that contains MSG. However these doesnt ensure us of not consuming
MSG, because some manufactures are trying to hide their usage of MSG with
labeling their product No MSG or Healthly Low Fat.
This result push up the success rate for our restaurant. We offer food with 100%
free of MSG. Customer will save up the trouble to check products label or asking.
We assure of providing 100% free of MSG food.
19
STRENGTHS,
WEAKNESSES,
OPPORTUNTIES
AND THREATS
(SWOT)
MARKETING
STRATEGY
We love our business
Good team work
High knowledge of recipes
20
Strength
Lack of experience
S W
Weaknesses
In this new business, we aware of our limited funds and business experience
deficiency
Opportunities
We realize that there are more people aware of ill-effects of MSG although
younger generation like to spend money and experiencing new foods.
Threat
We are aware of the increasing operating cost and the difficulties to recruit staff
for our F&B business while there are a lot of competitors as well.
T
Operating cost increasing
Difficulties to recruit staff for
F&B business
Lot of competitors
21
Limited funds
Pricing
We offer the most unique food without MSG by using fruits as the main
flavoring, at affordable student price with friendliest services.
We set our meal price from $10-$15. Medium price range which is affordable for
student.
Differentiation
In creating a new restaurant, we believe that we should have our difference
from the existing competitors in the market. Therefore, we have a very clear
difference in the products that we sell to consumers and we also provide a
better service, and also in other matters.
In terms of food quality, Fish & Co. quality is fine but they are still using
MSG in their food, while Hans quality is not that good and they use a lot of
unhealthy flavoring ingredients. Therefore, we provide western food that is
cooked without the usage of MSG but we are using fruits as the flavoring
instead. We intend to provide a more natural flavor food.
Other things, related to the quality of food. We ensure that all foods are clean
and fresh. We definitely will not use fruit, meat or other ingredients that are
not good or fresh.
22
Promotion
Product
The food product we are selling is western food. Our exclusive signature dish
specially created by the chefs is Honey Orange Beef Steak.
Main Dish
Beef, Chicken, and Fish Steak ( Served with different kind of fruit sauce )
Pasta
Baked Rice
Baked Spaghetti
Fish & Chips
Pizza
Beef, Chicken, and Fish Burger
Starter
Garlic Bread
Chicken Wing
French Fries
Onion Ring
Hashbrown
Beverage
Tea
Lemon Tea
Green Tea
Fruit Tea
Coffee
Cappuccino
Ice Water ( Free Flow )
Latte
Mocha
Fruit Juice
Smoothies
Milkshakes
Soft Drink
However these are just the menu range on the starting of the business, as the
business goes on, our chefs will develop more interesting dishes.
Place
Bugis Junction
200 Victoria Street
Singapore 188021
Owned by CapitaLand
We choose this place because
this are is high crowded.
According to the CapitaLand
website, Bugis Junction annual
shopper traffic in 2009 reached
36.4 million. Below are list of
some reasons why this place is
choosen
1. Located in the downtown core of Singapore with direct access from the
Basement level to the Bugis MRT Station. Bugis MRT station will also be the
interchange to the Downtown Line in future. This makes the place easier to
acces and customers dont need to walk far to our restaurant.
2. Singapore Management University (SMU) ,Lasalle, NAFA , Raffles Design
Institure, and other school located near this area as we are mainly targeting
University students who are coming to this area for school.
3. Bugis Street, Bugis Village and Iluma located opposite the street. Many of
shopping places located in this area which will attrcat more crowd.
4. National Library located across the street. Most of our targeted customer,
university student, always go to library to do research for their school
projects.
5. Many shopping places, restaurants and food courts are available in this area.
23
National
Library
Bugis
Junction
Lasalle
CUSTOMER
RELATIONSHIP
MANAGEMENT
MRT
25
24
NAFA
Bugis
Junction
National
Library
Raffles
Institute
SMU
Artfriend
BRAND
POSITIONING
MARKET
POSITIONING
We dedicate to teenagers and young adults who are studying and dare to try
something new, as our restaurant offers them the most unique food with natural
fruit flavorings that are free of MSG, at affordable student price.
High Price
Brand DNA
Category
26
27
Character
Melts aims to be a unique and friendly restaurant.
Benefits
Tasty food and enjoyable experience of our brand new recipes
Promise
Low
Quality
Only we delivers unique food by adding variety of fruits as the main flavoring,
that created by our chef and guaranteed with no usage of MSG
Credibility
Recipes are made by our trained chef by using fruits as the flavoring and
ensuring there is no MSG inside the food
High
Quality
Difference
We create combination of fruits and food
Competitor : Hans
Low Price
High Price
High Price
29
28
Small
Portion
Large
Portion
Low Price
Low
Touch
High
Touch
Low Price
MARKETING
COMMUNICATIONS
PLAN(IMC PLAN)
Wide Selcetion
The Marketing Communication Plan design of our restaurant which is divided into
3 phases.
Design Message
30
MSG
Natural
Food
Media Selection
Advertising : Print media ( Magazine : IS Magazine, Catalog, Juice )
Outdoor Media : Bus Stops and MRT ( Bus Stop in Bugis and Orchard area
and MRT door ads on Bugis and City Hall MRT Station )
Brochures / Flyers
Budget
Our restaurant : Melts
Low Selection
Measurement
Competitor : Hans
31
Objective
Objective
Design Message
Launch loyalty program and a special offer (National Day)
Media Selection
Sales Promotion : coupons for 15% off
Internet : Web site and Facebook fan page
Direct Mail
32
Budget
Design Messages
New dishes and a special offer (halloween and christmas)
Media Selection
Sales Promotion : coupons for 15% off
Advertising : Print Media ( Magazine : IS Magazine, Catalog, Juice )
Budget
Estimated SGD 40,000
Measurement
Estimated total 100 of customers will sign up in this 3 month time
Third stage can be considered as an additional campaign, after the two pervious
campaign we believe our restaurant is being recognized in the market. On this
stage, we are targeting to increase the number of new customers and sales. The
budget allocated is slightly decreasing comparing to the last campaign due we
are only using coupons and magazines. Messages to be delivered was almost the
same with the two previous campaign, special offers and several new menu.
Three stages of this marketing are estimated to increase the popularity of our
restaurants, although impressed simple and not too much. Budget prepared
is SGD 200,000 for the third-phase campaign in 2011, through advertising,
brochures, sales promotion, Internet, and direct mail.
Measurement
Targeted 50-80 customers per day on weekdays and 80-100 customers on
weekends
33
OPERATION
PLAN
Facilities
The restaurant located inside Bugis Junction. Total amount of space estimated
around 185m2.. The reason of choosing the current location because Bugis
Junction is located near the train station. Bugis is one of the location that
student will go, either its going to school, library, or shopping.
The restaurant renovation will be simple yet colorful. Each color represents
for fruits color and our passionate to the business. Total of 40 seats in the
restaurant.
Media Calendar
Media
34
Phase 1
Jan
Feb
Mar
Phase 2
Apr
May
Jun
Jul
Hours of Operation
Phase 3
Aug
Sep
Oct
Nov
Dec
The restaurant will open daily at 11am to 10pm on weekdays and 10am to 12pm
on weekend and public holiday.
Magazine ( IS Mag )
Magazine ( Catalog )
Magazine ( JUICE )
Bus Stop Ads
Train Ads
Brochures/Flyers
Sales Promotion ( Coupon )
Website
Facebook Fan Page
Employee will be trained when they are hired. The training will cover on the
operational duties, our restaurant background and the latest information about
the restaurant. Food safety training begins the first day an employee arrives for
work, with an orientation to our standards.
Food Production
Food will be prepared only in the kitchen. The kitchen will be cleaned everyday
to ensure the high standards of sanitary. The supply of ingredients will be
replaced daily and checked by the kitchen staff to ensure the quality and
freshness of the ingredients. Companies that supply food products to Melts
must have a number of food safety programs in place.
System
35
Floor Plan
Organizing and staffing
36
Branch Manager
Open and close the restaurant, estimate how much food and beverage
will be used, place order with suppliers, purchase and track all the
inventory and equipment, arrange for maintenance and repair of
equipment, oversee the food preparation, checking the quality and
size of the servings. Manager resolve customer complaints about food
or service. In addition, manager make sure that kitchen and dining
areas are cleaned. Manager are responsible for recruiting and hiring
new kitchen and serving staff. They train new staffs and oversee their
training hours. Manager also schedule staff work hours, making sure
that peak dining hours are covered. Managers total cash and charge
receipts at the end of each day and they deposit them in the bank
account.
Bartender
Prepare all drinks also develop and create new drinks recipe.
Head Chef
Direct the preparation, seasoning and the cooking process. Supervise,
train, and observe chefs and kitchen staff. Determine how food should
be presented, create decorative food displays, instructing chef in
preparation, cooking, garnishing, and presentation of food. Head chef
responsible for hiring and training new chef. Head chef also create new
recipes for menu.
Cleaning Service
Responsible for restaurant cleanliness and dishwashing.
Chef
Assist the head chef in preparing food. Check the quality of raw and
cooked food products. Involve in developing menu together with head
chef.
Kitchen Staff
Helping the head chef and chef to prepare ingredients that will be used
for cooking, check the deliveries of fresh food and all the ingredients
for quality everyday, and ensure the cleanliness of kitchen including all
the equipments and utensils.
Waiter / Waitress
They serve customer from they come in and leave the restaurant. List
the customer orders and deliver the orders to customer. Clean up
the table when customer leave. Waiter and waitress greets and serve
every customer. They have complete understanding of menu items and
explain it to customer if they have any question.
Cashier
Responsible for taking payments from customers, making change, and
giving receipts. They answer telephones and take reservations for seat.
37
Cost
Product items
Product Items
Cost per
month
Utilities
$ 3.200
Rent
$ 18.000
Salary for
all staff
$ 23.562
Raw Materials
Advertising
Cost per
month
Office Supplies
$ 250
Telephone Fee
$ 250
Printing
$ 200
Internet
Uniform
$ 400
$ 10.000
Insurance of Fire
$ 300
$ 5.000
Halal License
$ 975
99
Chief
Executive
ORGANIZATIONAL
STRUCTURE
Business/
Development
Franchise
Manager
Operation
Marketing
Manager
Branch
Manager
Human
Resources
Finance
Manager
Supervisor
Training
Manager
Accountant
Service
Staff
Trainer
Chief
Executive
Chef
Business/
Development
Operation
38
Staff
Branch
Manager
Marketing
Manager
Chef
Staff
Human
Resources
Finance
Manager
Trainer
Accountant
R&D
Manager
Staff
Staff
Kitchen
Staff
R&D
Manager
Staff
Kitchen
Staff
Service
Staff
39
FINANCIAL
BUDGET
Breakeven Analyis
Jan - Jun
2011
---
Tangible Assets
Tangible Assets
40
Jul - Dec
2011
Jan - Jun
2012
Jul - Dec
2012
224.500
Equipment and
Office Automation
4.650
Kitchen Equipment
33.630
200.000
Total $
462.780
Jul - Dec
2013
Total
Sales Turnover
211.332
359.264
538.897
808.345
1.050.848
1.261.018
4.229.704
Variable Cost
336.541
399.463
455.532
547.594
577.273
681.060 ( $
2.997.463 )
1.232.241
Cost
Renovation
Jan - Jun
2013
650.000
($
462.780 )
187.220
...
Sales Turnover
2011
$
2012
570.596
Variable Cost
($
736.004 ) ( $
Profit ( Loss )
($
165.408 )
2013
1.347.242
2.311.866
1.003.126 ) ( $
1.258.333 )
344.116
1.053.533
41
MILESTONES
Breakeven Point
2.5 years
Total Sales Turnover
2.5 years
Total Variable Cost
2.968.686
($
2.316.403 )
650.000
Initial Capital
Breakeven $
2.283
1st year
(2011)
2nd year
(2012)
3rd year
(2013)
4th year
(2014)
Prelauch
Establishing
Brand
Establishing
Brand
Establishing
Brand
Expansion
Location
IMC
Promotion
Special event
Brand awareness
Expansion of Business
Department
Expansion of business
(2nd outlet)
Franchise
Location
Selling Structure
etc.
Return On Investment
42
...
2011
2012
Initial Capital
Profit ( Loss )
ROI
2013
$ 650.000
($
165.408 )
-
344.116
47%
1.053.533
62%
Expansion of
Operations Department
Expansion of business
(more outlets)
43
CONTINGENCY
PLAN
APPENDICES
Accident
Following are nasty accidents that may take casualties, caused by human
negligence:
Gas tank explosion
Short-circuit
Burning building caused by external factors
In this case, company should close for some time while repairing the building
and refurnish it. As this takes a lot of company budget, if the fund is really low,
company may like to open in other place in a smaller building to re-gain the loss.
47
59
65
81
89
45
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