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Eskils Pizzeria HB Sri Ramanjaneyulu Lingala Tegelbruksgatan 24, 632 27, Eskilstuna Municipality, Sdermansln, Sweden.

Mobile: +46723205146 eskilspizzeria@gmail.com ram.aits@gmail.com www.eskilspizzeria.se

Eskils Pizzeria HB Org. nr:969761-4510


Business Plan

Table of Contents
Table of Contents ................................................................................................................ 1 Executive Summary ............................................................................................................ 3 Business Specification.3 Company Description ......................................................................................................... 3 Introduction,Statement of Purpose.................................................................................. 3 Business Concept ............................................................................................................ 3 Management Team.......................................................................................................... 3 Marketing Strategy.......................................................................................................... 4 Operations ....................................................................................................................... 4 Investment Analysis ........................................................................................................ 4 Growth/Exit Plan.4 Development and status plan .............................................................................................. 4 Organization ........................................................................................................................ 4 Location...5 Capitalization .................................................................................................................. 5 Concept Description and Statement5 Sample Menu ...................................................................................................................... 7 Design/Layouts ................................................................................................................. 24 Management Team............................................................................................................ 25 Director of Business Mr. Venkata Madhu Chimmili..25 Restaurant Manager Mr. Sri Ramanjaneyulu..26 Kitchen Manager/Chef ................................................................................................. 26 Confidentiality Agreements .......................................................................................... 26 Market Analysis ................................................................................................................ 26 Market and Customers .................................................................................................. 26 Sales Strategy ................................................................................................................ 27 Ethinic Diversity ........................................................................................................... 27 Leading Employer ......................................................................................................... 27 Meeting Challenges ..................................................................................................... 28 Consumer Trends: ......................................................................................................... 28 Operation Trends: ......................................................................................................... 29 Information Sources ...................................................................................................... 30 Target Market ................................................................................................................... 30 Location Analysis ............................................................................................................ 30 Sales Literature ................................................................................................................. 31 Sourcing ............................................................................................................................ 31 Sales Programs .................................................................................................................. 31 Marketing Strategy Overview ........................................................................................... 32 Marketing Techniques ...................................................................................................... 33 Customer Database ....................................................................................................... 33 Frequent Diner .............................................................................................................. 34 Social Network Campaigner ......................................................................................... 34 Mailer Campaign ......................................................................................................... 34

Business relationships ................................................................................................... 34 Walls marketing ............................................................................................................ 35 Advertising ................................................................................................................... 35 Operations ......................................................................................................................... 35 Overview ....................................................................................................................... 35 Staffing .......................................................................................................................... 35 Training ......................................................................................................................... 36 Daily Operation and production.................................................................................... 36 Customer Service .............................................................................................................. 37 Suppliers ........................................................................................................................... 37 Management Control ........................................................................................................ 38 Administrative Systems .................................................................................................... 38 Investment Ananlysis ........................................................................................................ 39 Source of Funds ............................................................................................................ 39 Source of Cash .............................................................................................................. 39 Capital Distrubtion ........................................................................................................... 40 Uses of Cash ................................................................................................................ 40 Expansion Plans ................................................................................................................ 40 Future Plans ..................................................................................................................... 41 Total Sales Projection and Employment cost ................................................................... 41

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Executive Summary
Business Specification
The Eskils Pizzeria Handelsbolag. A Pizzeria based company, will operate in Eskilstuna, a single unit, medium-size restaurant serving healthy and authentic Pizzas and we also deliver Pizzas via online. Our Pizza restaurant is well-designed and productive environment in which people can work happily. We are sensitive to the look and taste of good pizza as well as to high-quality ingredients. We look to provide the best possible value to our customers who desire great tasting pizza and to provide customers with the satisfaction of receiving a great value, both tangibly and intangibly. CONFIDENTIALITY STATEMENT: Information contained in this business plan is strictly confidential and is being presented to specific persons with the understanding that those persons will maintain confidentiality and not disclose or distribute any part of this plan to third parties without the prior written permission of the author(s). Information includes any data, reports, schedules, or attachments that may be contained in or referred to in this document.

Company Description:
The Eskils Pizzeria handelsbolag. A restaurant based company, will operate in Eskilstuna, a single unit, medium-size restaurant serving healthy and authentic Pizzas,Burgers,Kebabs etc. Introduction/Statement of Purpose: Eskils Pizzeria is an exciting new casual theme concept offering fresh and authentic Pizzas served amid a slightly upscale ambiance. The creators of this concept, Sri Ramanjaneyulu Lingala and Venkata Madhu Chimmili are seeking to raise investment capital, obtain financing and secure an ideal location for the restaurant Business Concept: Eskils Pizzeria will be a moderately priced, Serving, Take-away, Quick door-delivery, High quality style restaurant serving delicious authentic Pizzas. Unique selling points of the restaurant include All You Can Order on the Go, delight your senses, Perfect Timely Door Delivery, Established in well neighborhood. Management Team: Mr. Venkata Madhu Chimmili is the Director of the business and manages the financial and marketing department of the company. He is also responsible for the company website and the business done through it. Mr. Sri Ramanjaneyulu Lingala is the Manager of the business and is responsible for the restaurants working without any problem. He manages the day today business in the restaurant and looks after the employees of the restaurant.

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Marketing Strategy: The success of Eskils Pizzeria will be achieved by serving great food, providing friendly service and employing an aggressive marketing plan to build customer traffic. Todays market requires more than just good food and service to make a restaurant successful. At Eskils Pizzeria we will constantly strive to enthusiastically win more customers by being proactive rather than reactive in our marketing efforts. Operations: Management will establish sound operating guidelines by which to conduct the day-to-day operations for Eskils Pizzeria. Policies, systems and procedures will be adopted and documented by standard and efficient techniques. Investment Analysis: The proposed restaurant will cost an estimated 420,500 SEK, to open. A detailed cost breakdown is provided in the Financial Projections section of this business plan. 300,000 in contributions will provide funding for the venture from the owners and 120,500 in proceeds from installment financing. Growth/Exit Plan: Eskils Pizzeria appealing menu, comfortable atmosphere and reasonable prices will position the concept for broad customer appeal in a wide range of markets. The operating partner(s) will focus first and foremost on developing this concept to achieve a successful return on investment and after if the business is meeting its projections by month nine, we will start scouting for a second location and develop plans for the next unit.

Development & Status plan


The company was incorporated in 11 June of 2012 and registered for F-Tax and VAT. The founders are Sri Ramanjaneyulu Lingala and Venkata Madhu Chimmili. A suitable site for the first restaurant was found this month and lease negotiations were finalized. The location will be on Tegelbruksgatan, just outside Eskilstuna Square and close to a dense population of the target market. When the lease is signed there will be three months of free tax exemption for development and in that time the balance of the start-up funds must be raised. With that phase completed, Eskils Pizzeria can then open and the operations phase of the project can begin.

Organization
Eskils Pizzeria will be owned and operated by Eskils Pizzeria Handelsbolag, Partnership with the general partners being Sri Ramanjaneyulu Lingala and Venkata Madhu Chimmili. Sri Ramanjaneyulu Lingala is the ultimate responsible, act as the President and Venkata Madhu Chimmili also act as the President. Two of them act as General partners and a Board of Directors. Sri Ramanjaneyulu Lingala own 50 % of total shares and Venkata Madhu Chimmili own 50 % of total shares. Eskils Pizzeria HB Page 4

Location
The location will be on Tegelbruksgatan , just outside Halmstad Square and close to a dense population of the target market, 5 minutes walk from Eskilstuna Centrum Eskils Pizzeria will be located at Tegelbruksgatan 24,632 27, Halmstad Municipality, and Sderman Region, Sweden. Eskils Pizzeria Handelsbolag will maintain a corporate office at the same address. The facility is a pre-existing lease space of approximately 116 square feet. We are proposing to enter into a 2 year lease with HSB Landlords. which owns the center. The Eskils Pizzeria is a partnership firm to serve an authentic delightful and healthy food.

Capitalization
The proposed restaurant will cost an estimated 420,500 to open. A detailed cost breakdown is provided in the Financial Projections section of this business plan. The partners and installment financing will provide funding for the venture.

Concept Description and Statement


Eskils Pizzeria will be a moderately priced, Serving, Take-away, Quick door-delivery, High quality style restaurant serving delicious authentic Pizzas, Burgers, Kebabs, Grill etc. The service style of the restaurant will be a counter service style concept where the customer will order from the counter and the food will be delivered to the table in the restaurant, take-away and also as home delivery is available. The customer also has the option to order from the restaurant website and also through mobile website. Eskils professional staff and distinctive pizzas will make a lasting impression on customer. Eskils has standard menu provides an excellent resource of various Pizzas, Burgers, Salads etc prepared by our certified Chef. Eskils is also skilled in creating menus to meet specialized meal service for either dietary restrictions or cultural preferences. The restaurant will have approximately less than 16 seats at the winter and 25 seats at the time of summer. Eskils Pizzeria will include Serving and door delivery as well as a takeout room available with a separate entrance. The restaurant should have a minimum of 8 parking spaces available to meet the demands of anticipated customer traffic. Eskils Pizzeria will be open 7 days a week. The Pizzeria anticipates serving during the lunch and dinner, etc. meal periods. The expected hours of operation are as follows:

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Days Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Timings 9:00am-10:00pm 9:00am-10:00pm 9:00am-10:00pm 9:00am-10:00pm 9:00am-11:30pm 9:00am-11:30pm 9:00am-10:00pm

The Pizzeria should be perceived as a fine dining; quick service establishment appealing to adults; families, diners of all ages; business and residential customers; college students and; multiple demographic segments; etc. Average Pizza is available around run 60-80 kroners. As mentioned earlier, the menu will feature authentic Variety of Pizzas, Burgers etc. The menu will encompass several selections from each of the following categories: Below we can see few examples of the various categories Pizzas A selection of 30 to 40 Pizzas will be offered. They will be items that are quick to prepare, most in fewer than 5 minutes. Pizzas include Standard Pizzas and Special Pizzas. Presentation will be emphasized in a manner that is consistent with the image we are trying to project. Burgers There will be two 5 to 8 Burgers available on the menu Kebabs There will be around 10 Kebabs available on the menu Falafel Eskils Pizzeria will offer 5 Falafels. Pasta Eskils Pizzeria will offer 9 to 10 Varieties of Pastas. Sallad Eskils Pizzeria will offer 8-10 Sallads Sauces Eskils Pizzeria will offer 4 kinds of saucs for now, In the future we are planning to introduce more sauces. We also have a secret sauce, which is available only in Eskils Pizzeria.

Barn Menu- Eskils Pizzeria will offer 2 to 3 Barn varieties of Pizzas with delicious and care.

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Sample Menu

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Design/Layouts

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Management Team
Mr. Venkata Madhu Chimmili is the Director of the business and manages the financial and marketing department of the company. He is also responsible for the company website and the business done through it. Mr.Sri Ramanjaneyulu Lingala is the restaurant manager and is responsible for the restaurants working without any problem. He manages the day today business in the restaurant and looks after the employees of the restaurant.

Director of Business Mr. Venkata Madhu Chimmili


Mr. Venkata Madhu Chimmili worked as a Team leader for the last one year in a Swedish company. Successful young entrepreneurs who start their own business and prove themselves to the world inspired him. He has an academic background within Business and Service Management, So he started this restaurant business with his friends as Pizzas are one the favorite choice for most of the westerners. So he thought of joining hands with his partner to run a business in Eskilstuna.

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Restaurant Manager Mr. Sri Ramanjaneylu Lingala


Mr. Sri Ramanjaneyelu, an Engineer who has high goals in his life also joined Mr. Madhu in his journey of entrepreneurship. Mr. Ramanjaneyulu having unmatched Management skills and coordinate the planning, organizing, training and leadership necessary to achieve stated objectives in sales, costs, employee retention. As the General Manager Mr. Ramanjaneyulu will oversee guest service and satisfaction, food quality, cleanliness and sanitation, so he is going to look after the Restaurants day today affaire Ramanjaneyulu owns a Pizzeria and Pub in India. He runned his business for an year in India after completing Engineering.

Kitchen Manager/Chef The Chief Chef for Eskils Pizzeria is Mr.Feroz He has an extensive background in the restaurant industry. He owns a Pizzeria in Eskilstuna before, he worked as cook in in his restaurant for couple of years. Other experience includes He have successfully completed the below listed course certificates:
Course Contents

1. 2. 3. 4. 5.

Fire Prevention and Fire Fighting. Basic First Aid, Survival Craft Basics, Human Relationships. Personal Safety and Social Responsibilities. Personal Survival Techniques. Elementary First Aid.

As Kitchen Manager, Mr. Salami will be directly responsible for all kitchen functions including food purchasing, preparation and maintenance of quality standards; sanitation and cleanliness; training of employees in methods of cooking, preparation, plate presentation, portion and cost control and sanitation and cleanliness.

Confidentiality Agreements
Eskils Pizzeria will enforce that all employees sign a confidentiality agreement. Confidentiality agreements with our employees and partners will protect our recipes, operating systems, policies and procedures. Having a confidentiality agreement in place is essential to protect the companys trade secrets, and show our employees that we take our business seriously.

Market Analysis
Market and Customers
It's no secret that there's plenty of money to be made in the pizza business if we own our own pizza place and not a franchise. Pizza is worldwide, everyone loves Pizzas this includes Swedish people as well. In the Europe its popularity began after World War II. Today we have over 50,000 places selling about $30 billion of pizzas per year in Europe alone. At least five Eskils Pizzeria HB Page 26

factors have fueled its growth. First, pizza combines ingredients from all basic food groups. Second, it requires personal involvement the cutting, picking, pulling actions make it a unique eating experience. Third, its a social food. Eating pizza involves sharing the breaking of bread. Fourth, pizza embodies exciting, universal flavors fresh baked bread, tangy tomato, Italian seasonings, cheese and, in many cases, spicy meats and vegetables. Finally, its a versatile food that has thousands of variations. Its no wonder this amazing creation has risen from humble beginnings to become one of the worlds most exciting, popular, and interesting foods. Pizza is one of the most favorite foods in the United States, which is not surprising. Americans consume 350 slices of pizzas per second every day. Ninety-three percent of Americans eat one pizza a month. In the pizza delivery business, aggressive marketing is the key. Typically, having a pizza delivered to home is an impulse purchase. This requires a strong advertising campaign including direct mailers and coupons placed in newspapers. Additionally, Eskils Pizzeria will develop strategic marketing campaigns to target residents, workers, students in the area. There are approximately 8 Pizzerias in Eskilstuna, but what makes us special is that we are located on the busy main street, where most of the Pizzerias are located far away from the Main road, Our own way of making Premier Pizzas, American Pan Pizzas makes us very special Sales Strategy Given the target market of Residents, Workers, College and School children, Eskils Pizzeria can charge a premium for its menu items, it is difficult to estimate sales forecasts, however we have estimated about 80 pizzas per day. During a normal day we expect at least 120 orders per day on Fridays and Saturdays. So if an average Pizza is about 70 kr, then this equates to 32640 worth Pizzas per year, and gross revenues of 2284800 sek. Ethnic Diversity Restaurants have long been considered among the most diverse workplaces with foreign-born employees making up roughly 25% of the workforce. This diversity ratio spills over into restaurant ownership as well, with one in four eating and drinking establishments being owned by African- Americans, Hispanic Americans or Asian Americans a ratio that is higher than the national average. Furthermore, the number of minority-owned restaurants is growing faster than the industry as a whole. Leading Employer The restaurant industry is the nations largest private-sector employer with approximately 13 million workers in 2011 representing almost 9% of the total U.S. workforce. According to the National Restaurant Association, the industry has created, on average, approximately 250,000 jobs per year for the last ten years and is slated to add 2 million new jobs during the next ten years. Nevertheless, the industry remains far behind other retail segments, posting $61,000 in annual sales for every full time equivalent employee. Furthermore, and even though the labor shortage is not as severe as it was in the mid to late 1990s, a sizeable proportion of restaurant operators report that the lack of labor is causing problems.

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In a National Restaurant Association Survey, forty-six percent of quick service operators and roughly one-third of full service restaurants reported that they were seeing fewer applicants for hourly positions than they had two years before. Restaurant operators reported an even greater decline in the number of qualified job applicants. Sixty-eight percent of quick service operators and nearly half of full service operators surveyed said that they were seeing fewer qualified job applicants than two years earlier. Many restaurateurs say its taking longer to fill job vacancies than it did two years ago. Operators, in their effort to combat labor shortages, are expected to dedicate more resources to employees training, offer health benefits, and take measures to step up recruiting.

Meeting Challenges In addition to labor concerns, operators report that rising wholesale costs, energy cost, healthcare insurance and liability insurance costs have negative impacts on their business. As a result, the National Restaurant Association has slated these issues as part of their public policy agenda. They have pledged to take an active role in affecting commodity prices and trade and support current legislation for healthcare reform. They also support an effective energy policy and are in favor of legal reform to reduce frivolous lawsuits against the industry. Consumer Trends Approximately 47% of all food dollars spent by consumers is spent in eating and drinking establishments. That figure is up dramatically since 1955 in which only 25% of all consumers spending for food and drink went to restaurants. 43% of adults are of the opinion that eating away is as cost effective as cooking at home and cleaning up. Expenditures on food away from home rise dramatically for households with income before taxes of $30,000 or more. Household incomes of greater than $75,000 have increased to 28%. Higher income households tend to spend more of their food dollar in meals away from home. According to the National Restaurant Associations Restaurant Spending the typical American household spent $2,634 on food away from home, a per capita expenditure of $1054. Households in metropolitan areas tend to spend more than households in non-metropolitan areas. Households with income over $70,000 spent an average of $4,544, $1,466 per capita on food away from home. Other trends noted in the report showed that adults between 35 and 54 spend more on food away from home as a result of their higher incomes. Of that group, households headed by 35-44-year-olds spent an average of $3,234 for food away from home. Flourishing economic growth, changing lifestyles and a diverse ethnic population have contributed to the variety of cuisine and restaurant concepts, making the U.S. a world leader in restaurant innovation. Ethnic cuisines have mingled with traditional restaurant fare resulting in varied menus at every industry segment. The baby boomer population, the demographic segment that has the most significant impact in terms of marketing and menu mix is getting older. By the year 2010, 19% of the population will Eskils Pizzeria HB Page 28

be between the ages of 50 and 64. The changing dining habits of this group will greatly influence menus and restaurant concepts in the coming years. Statistics show that the average adult purchased a meal 5.3 times per week in 2004. Public awareness of health issues continues to prompt operators to provide more health conscious menu items. Entre salads saw the most significant increase across all industry segments. Lowcarb items, healthful options for children, and locally produced foods and produce have become more prevalent. Operators expect to see continued interest in ethnic foods, high flavor items such as bold and spicy foods, sandwiches and seafood. Beverage trends were characterized by the continuing popularity of bottled water, specialty coffees and iced tea, and increasing wine sales at full service restaurants. 69% of quick service operators reported that bottled water sales had significant increases. A federal survey released in September 2004 revealed that Americans spend 73 minutes a day eating and drinking. They spend approximately 5.1 hours per day on other leisure activity such as watching television, exercising or socializing. Travel and tourism is again on the rise with an expected 2% increase in domestic travel and a 5.6% increase in tourism from abroad. Tourism is expected to increase closer to pre 9/11 levels by the year 2007. Operation Trends Greater use of technology and more reliance on staff training will be used to increase productivity and gain higher revenues. More than two-thirds of restaurant operators say they are more productive than they were two years ago. Nearly thirty percent of food-service operators say they are increasing their budget for technology spending. Nearly two thirds of all restaurants now have websites including 9 out of 10 fine dining restaurants. In addition to posting information such as menu and location, an increasing number are expected to offer other services such as reservations, delivery and takeout ordering. Menu prices for 2007 are expected to increase at a rate of 2.9%, slightly lower than the 3.1% growth seen in 2005 and 2006. The expected increase is due in part to increased commodity and energy costs, as well as the increase in the minimum wage. Gift cards and gift certificates in restaurants continue to be the number one preference by consumers as compared to other retail industries. Gift card (and gift certificate) sales account for roughly 5% of annual restaurant sales. Expect a continued increase in the number of restaurants offering gift cards in 2008. Banquet, Serving, delivery and takeout continue to be on the rise in full service restaurants as operators take advantage of assets already in place. Half of family- and casual-dining operators Eskils Pizzeria HB Page 29

and two thirds of fine-dining operators now offer catering. Nearly 40% of operators surveyed by the NRA say that takeout sales are a larger proportion of revenue than it was two years ago. Menus will be strongly influenced by the health-conscious diners as well as the adventurous. The growing sophistication of American diners palates as well as the ethnic diversity in the U.S. will continue to challenge operators to roll out new menu items and ingredients.

Information Sources For more information about current trends and statistics, visit the National Restaurant Association website at www.restaurant.org. 2007 Restaurant Industry Forecast; National Restaurant Association National Restaurant Associations Restaurant Spending October 2006 Survey, National Restaurant Association U.S. Department of Labor U.S. Census Bureau

Target Market
We anticipate that Eskils Pizzeria will appeal to a broad base of consumers. While we expect to be frequented by all types of services in both the residential and business community, the concept should be particularly suited to specific demographic and market conditions. The location selected for Eskils Pizzeria should contain characteristics similar to the targeted market for the restaurant. The menu, service style and ambiance of Eskils Pizzeria has been created to appeal primarily to health-conscious; while also appealing heavily to adventurous; carefree; health-conscious; traditional as well. The concept should especially attract low income diners with a predominance of single and family households A large population, providing a sufficient customer base of which to draw from, should inhabit the market. The immediate surrounding area should have a blend single and family housing. Preferably, the area should include a heavy industrial market. The concept lends itself to the tourism, manufacturing, travel, general business traffic will be directly affected by the size of the business community.

Location Analysis
Eskilstuna is the perfect city for families. Eskilstuna has been appointed as Sweden's environmental best municipality in 2012 Eskilstuna has always something interesting to do. Parken Zoo is the main tourist attraction with half a million visitors every year. Eskilstuna is a city with strong industrial traditions. There are strong capabilities in manufacturing, primarily Eskils Pizzeria HB Page 30

related to heavy vehicle. Another area that is undergoing rapid expansion is logistics. Eskilstuna's excellent geographical location, combined with a well-developed infrastructure (road, rail and air) and an intermodal terminal, which significantly expands makes very attractive both for freight companies, warehouses and suppliers within logistics. The demand for knowledge-intensive services is increasing as the business sector develops. Here's Mlardalen University an important knowledge provider. Trade continues to expand, and so-called "new industries" such as communication, design and health is strong. Eskilstuna is known for its good climate of collaboration, which means that the business community, public and education work together toward common goals. Eskilstuna is also known for its many business organizations and networks. Here is a forum for all who want it. The favorable geographic location located near to Stockholm, with its close proximity to the arrest of Europe benefits tourism and Industry. Eskilstuna Attract Thousands of tourists each year with its, fishing, numerous golf courses and rich variety of entertainment and culture, Volvo Construction Equipment is located in Eskilstuna as well. Preferable demographic and market characteristics for Eskilstuna have been identified and summarized in the following table.

The location for Eskils Pizzeria was selected because of the market similarities that exist between the proposed location and the target market for the concept. The city of Eskilstuna has a population more than 97000 according to Sweden Census Report. Tourism is a major part of the local economy. The tourist market in Eskilstuna brings half a million of visitors annually. Eskils Pizzeria should benefit handsomely from the tourist trade due to the unique concept intended to attract visitors

Sales Literature:
Eskils Pizzeria will use advertising and sales programs to get the word out to customers. 10,000 colour brochures to be distributed throughout destination like shopping complex, schools, universities and other public gathering areas. Advertising in Eskilstuna newspaper advertises the presence of the outlet.

Sourcing:
Our distributor Snabbgross,Eskilstuna will deliver fresh raw material including Beverages weekly. We also have an agreement with Company to exclusively manufacture our foods.

Sales Programs:
Each opening of Eskils Pizzeria will have marketing procedures namely; Brochures and handouts will explain that we can handle Delivery, Servicing, Takeaway, in addition to our brochure that will list our daily entrees.

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The following chart displays restaurants within approximately a one-mile range. It includes all restaurants of significance including both limited service and full service establishments.

Area Restaurants within a 1 Mile Range Name


McDonalds Royal Indian Thai Takeaway Nisses Pub & Bar Vennezia Pizzeria Rudolofo Denis Krog Subway

Type
Fast-food Restaurant Fast-food Restaurant Restaurant & Fast-food Restaurant Restaurant Fast-food

Breakfast; Lunch; Dinner


B, L, D L, D L L, D L, D L, D L, D L, D

Direct Competition
No No No No Some What No No No

Eskils Pizzeria should be considered unique to its competition because of differences in serving authentic Premier delicious Pizzas. Also the location selected for Pizzeria has absence of a Pizzeria, especially a pizzeria offering American Pan Pizzas. So it added advantage for the development of the Eskils Pizzeria with absence of competitor.

Marketing Strategy Overview


According to 2011 Restaurant industry forecast, proportion of restaurateurs agree social media tools will become more important marketing tools in the feature. The usage of operators and consumers of social media are only continued to grow 2011.The social media consumer will at least use one social media tools like Facebook, Twitter, Google+, etc. Also the most interesting fact take part in the restaurant development is the industrial usage of mobile food service. Most of 8 out 10 restaurant operators will report the social messaging will come more important this year. The success of Eskils Pizzeria will be achieved by serving great Pizzas, providing friendly service and employing an aggressive marketing plan to build customer traffic. Todays market requires more than just good food and service to make a restaurant successful. At Eskils Pizzeria we will constantly strive to enthusiastically win more customers by being proactive rather than reactive in our marketing efforts. Management will endeavor to create and maintain a positive, appealing image for the restaurant. This image will be consistently portrayed throughout all marketing channels and sales promotions. The following exemplifies some of the tactics we will use to drive more sales. Eskils Pizzeria HB Page 32

Marketing Techniques
1. Create An AD-News in Local post and news paper 2. Approach the customer through pamphlet in maxi, Willys, system bolagate, SFI, Companies, Centrum, etc. 3. Hand Written Follow up Cards and personalized gift is a must to target customers for, free drink with Pizza, etc. 4. Reach the target customer by using web solutions and mobile food service, Option for customer Door delivery of Pizzas and pay through website or on delivery Door delivery of Pizzas and pay through Mobile food service or on delivery Make an order online and take it at the Pizzeria Prior Reservation of Pizzeria through phone and take it at the Pizzeria or have it delivered Bulk ordering and concession of more than 6 Pizzas at a time. Collecting feedback and suggestion from customers to improve the services in the delivery and taste. Future plan for web marketing Web ordering of Pizzas, Burgers etc. using IPhone and Android application. We are planning to print 50 coupons a month, and distribute them with the advertising papers, if our customers come with those coupons, then they will serve a free Pizza to each coupon, so in this way we are planning to distribute 50 free pizzas a month, this will definitely increase our Pizzeria Reputation. No other Pizzeria in Eskilstuna is offering this kind of offer. 5. Gift cards to the target customer for Christmas and New Year that states concession for the Pizzas. 6. Hire a fluent Swedish speaking person for taking the order of Pizzas.

Customer Database
Eskils Pizzeria will aggressively seek to build a database of our guests. Guests will have an opportunity to be included in the database so they can participate in our promotions such as birthday or anniversary cards; frequent diner program; email notification of upcoming specials; coupons; etc. The database will be gathered and maintained on MySQL Database. We will gather names in a variety of manners including list methods you will capture the names; staff requests; business card drop for free lunch; guests signup book with promotional signage; menu insert promotion; etc. Eskils Pizzeria will respect our guest privacy by confidentially protecting personal information we collect. See Appendices for our customer Privacy Policy.

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Frequent Diner
The restaurants marketing plan will include an active Frequent Diner program. The program will allow us to reward our guests for their continued patronage. The program shall have flexibility to allow us to be creative in our reward structure. Additionally, it should allow us to adapt to changing market trends. We anticipate implementing a Frequent Diner program as a function of our POS (Point of Sale) system. Several of the major POS systems have this feature. Alternatively, there are several standalone programs that the management team will review. The management team will thoroughly review each program to determine which system most effectively meets the requirements to make Eskils Pizzeria successful.

Social Network Campaign


We anticipate capitalizing on our customer database by instituting an effective communication marketing strategy using social networks for ex Facebook, Twitter, Twitter, Skype, Google++, Website Chat 24*7,Myspace and LinkedIn We will give our customer the option to receive email communications from our Pizzeria. Customers privacy will be protected and we will not email our customers without their permission. Our email marketing strategy will include an awareness not to inundate our guests with email. Promotional content will be developed with the goal of enticement versus quantity. The program should incorporate tools to measure effectiveness and customer satisfaction.

Mailer campaign
Eskils Pizzeria will further take advantage of our customer database by also implementing a consistent direct mail strategy. This strategy will include promotions such sending a birthday card to our guests, Monthly coupons, Catering coupons, monthly coupons; monthly or quarterly newsletter We will seek the use of Outlook to assist us in the implementation of the campaign.

Business Relationships
The concept of Eskils Pizzeria lends itself to obtain favorable benefits from strategic business relationships. Our appeal as a moderately priced; inexpensive; medium to expensive quick service Take-Away, Door Delivery positions us as a likely destination for tourists; business lunch diners; workers during lunch; shoppers; clients or employees of a business such as members of a gym, movie theater, or entertainment complex. Possible relationships include an affiliation with name-targeted affiliations such as hotel concierges to capture visitors; or specific businesses such as a major employer.

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Walls Marketing
In house marketing will be heavily promoted at Eskils Pizzeria. Management will constantly find methods to promote the restaurant to our guests on a daily basis. Our staff will be trained for and encouraged to promote suggestive selling techniques. Upselling to our customers will be emphasized. We will also use list examples of promotional ideas; table tents; indoor signage; menu inserts; business card drawings; announcements, staff conveyance, table visits.

Advertising
The Pizzeria will adopt a moderate advertising strategy namely, Outdoors signage for the Eskils Pizzeria will be 1. Create An AD-News in Local post and news paper 2. Approach the customer through pamphlet in Maxi, Willys, system bolagat, SFI, Companies, Centrum, etc. 3. Hand Written Follow Up Cards and personalized gift is a must to target customers for example, free soft drink with Pizza, etc.

Operations Overview
Management will establish sound operating guidelines by which to conduct the day-to-day operations for Eskils Pizzeria Policies, systems and procedures will be adopted and documented using the combined resources of RestaurantOwner.com and the previous experiences of the management team. Our membership at RestaurantOwner.com provides the management team with valuable, up to date resources to assist in the startup and operation Eskils Pizzeria. Management will have at their disposal the expertise of thousands of other operators through a member forum.

Staffing
Eskils Pizzeria is expected to employ from 6 to 8 employees. Management has adopted an effective interview process designed to staff the restaurant with highly qualified people for each position. Each applicant will be rated and evaluated according to a pre-defined set of standards adopted for each position. Recruiting efforts will include placing ads in the local paper, jobsite employment website (Arbetsfrmedlingen); referrals and recruiting from previous employment of the management staff.

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Expected staffing levels for both full and part time positions for the restaurant are shown in the following table:

Position
Kitchen Manager Door Delivery Servers and Cashiers

Full Time #
Yes No No

Part Time #
No Yes Yes

Pay Range
170,000-180,000/yr. 120,000-130,000/yr. 150,000160.000/yr.

Training
A thorough training program will be adopted for every position in the restaurant. Highly qualified people filling those positions will be provided training materials and personal instruction. They will learn the Eskils Pizzeria method of how to operate a successful restaurant. Newly hired personnel will be instructed in customer service, safety, and health laws in addition to the job functions of their respective positions. Training manuals for each position will be edited to reflect the unique requirements of Eskils Pizzeria.

Daily Operations & Production


Eskils Pizzeria will be opened 7 days a week, Schedules will be written by departmental managers and posted every time interval between schedules; monthly; weekly; every two days, etc. The schedules will be written in a manner using the automatic Kassa Bookkeeping that allows management to increase or decrease hourly labor according to sales volume in order to maintain a consistent labor cost control. Designated management and kitchen staff will report for work of hours before opening to prepare for opening. The menu has been created in a manner to allow the preparation of many recipe ingredients to be done ahead of time. Proper labeling and rotation techniques, accompanied by ample storage facilities will ensure that high quality prepared product will be sufficiently available to meet the demands during peak business hours. Replenishment and ongoing preparation will continue during off peak business hours. Management will be responsible for ordering, receiving and maintaining sufficient inventory to meet production demands. Ordering schedules will be staggered with perishable products being ordered multiple times per week to preserve freshness. Standard grocery and supply orders will be ordered less often, according to a predetermined schedule and storage capacity. Service staff will arrive at staggered intervals, allowing sufficient time to prepare for anticipated customer traffic. Management will adopt the use of operational checklists to verify that each work shift has been properly prepared for and to insure the operational standards are followed before, during and after work shifts. Eskils Pizzeria HB Page 36

The quick service style of Eskils is by design intended to complement the guests overall perception of the restaurant, creating a designed guest experience. The Pizzeria layout, including the design kitchen and serving line, will be designed for efficiency and flexibility to accommodate the fluctuation in customer traffic and peak periods. Shift changes for all staff will entail cleanup, restocking and preparation. All monies will be settled at the end of each shift. The closing shift will involve designated closing duties that will leave the restaurant clean and fully prepared for the next day opening crew.

Customer Service
Customer service at Eskils Pizzeria will be given special emphasis throughout the operation. The Eskils website provides option for the customer to submit the customer satisfaction and feedbacks. Customer surveys estimate that only 1 in 20 customers that have a problem in a restaurant will tell management about it. It will be our goal to provide a product in a manner that exemplifies highly responsive and proactive customer service. Training programs will include specific material to teach our employees about service attitudes, customer perception and how to deal with guest complaints. Management will conduct periodic staff meetings intended to review policy, increase guest satisfaction and to keep a general line of communication between staff and management. All guest complaints will be empathetically acknowledged by the staff and immediately referred to management. Programs will be in place to systematically deal with various types of guest complaints. More serious complaints will be documented and kept on file. Customer feedback will be accomplished by specific policy and procedures for monitoring guest satisfaction such as customer surveys or the use of mystery shoppers.

Suppliers
Management will establish relationships with qualified suppliers (vendors) that can provide reasonably priced product, delivered according to the schedule that benefits the restaurant. Alternate suppliers will be identified for use if the regular supplier cannot deliver the products needed. The following table illustrates the suppliers we plan on doing business with: Product Grocery, supplies Meat Beverages Main Supplier Snabb gross Snabb gross Snabb gross Terms 7 days 7 days 7 days Alternate Supplier N/A N/A Restaurant Services, Inc.

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Management Controls
Management will practice sound management procedures in order to control costs, insure quality of product and provide friendly customer service. Management will use the following systems: Time & Attendance System: The restaurant will use an automated time and attendance system. Management will evaluate systems that are integrated into the Kassa Register system as well as standalone time clock systems. Hourly labor cost control and the ability to transfer information to our payroll processing will be key factors in system selection. Scheduling System: Management will adopt a scheduling system that expedites the preparation of schedules, reflects anticipated labor budgets, and helps to regulate labor cost. Operations Checklists: The Pizzeria will be managed with the use of various checklists. Consistent use of checklists will help to maintain quality control while ensuring that established procedures are followed. Various personnel for customer service, purchasing, receiving and storage, preparation, cleaning, shift changes; opening and closings will use checklists. Order Guide: The Pizzeria will use an item specific order guide to track order history and maintain designated levels of product in inventory. Weekly Inventory: Management will conduct a weekly inventory to determine valuation for use in the preparation of weekly profit and loss reports. Daily Inventory Tracking: Daily inventory will be taken on specific items. Movement will be compared to sales data to ensure designated products have been properly accounted for. Cash Audits: Management will conduct periodic cash audits for all cashier stations. Surprise shift audits are an effective tool to determine cashier/bartender under ringing. Safety Reviews: Periodic safety assessments will be performed to ensure that employees and guests are not exposed to dangerous or harmful conditions or actions. Liability Reviews: Periodic assessments will also be done to evaluate the liability exposure of the restaurant. Alcohol awareness, employee relations and guest treatment will be scrutinized from time to time.

Administrative Systems
Daily Cash Control: Sales and receipts recorded by the Kassa Register system will be compared to actual cash and credit card deposits on a daily basis. Acceptable over/short amounts will be limited to 10 kroner per day. Discrepancies greater than 10 kroner will prompt management to conduct an immediate audit to account for the difference. Monthly totals will be compared to actual Price & List statements for accuracy. Cash, debit card and credit card receipts will be deposited in a deposit account that is kept separate from the general operating account. Transfers to the general operating account will be Eskils Pizzeria HB Page 38

made as necessary. Separation of the two accounts is intended to aid in account reconciliation and cash flow management. Weekly Prime Cost Report: The designated manager will prepare a weekly report that shows the gross profit margin after cost of goods sold and labor cost has been deducted from the sales revenue. The prime cost for this type of restaurant is expected to range from 55% to 60%. Proper control of the prime cost is the single most effective measure of managements ability to operate the restaurant. Weekly monitoring allows for quick reaction to adverse cost ratios. Purchasing Records/ Payables: The bookkeeper using Kassa Register will process and record invoices and credits daily. Reports detailing cash expenditures, payments by check, and accounts payable transactions will be readily available. Check designated Manager will prepare disbursements. Check signing authority for the general operating account will be given to the managing partner. Accounting System / Service: Management will be responsible for the timely preparation of monthly financial statements, including monthly Profit & Loss and Balance sheet. To accomplish this task will contract with a company such as a bookkeeping service. Payroll Processing: Payroll checks will be issued semi-monthly. The accounting service will run reports from the time & attendance system, make necessary adjustments, and prepare for transfer to the payroll system. Payroll will be processed by Book keeping program from Cash IT Kassa System.

Investment Analysis
Source of Funds
Funding for the venture will be provided by contributions from the partners. The proposed sources of funds are as follows: Projected Sources and uses of cash Development & Startup Period

Sources of Cash:
Source of Funds Saving Money Own financing Equipment Leasing Total Sources of cash Amount 130,000 151,000 139,500 420,500

Capital Distribution
Capital contributions required for the restaurant will come from each of the general partners. The amount required from each of these investment roles, as shown in the Source of Funds section, is dependent upon the successful acquisition of funds from each of the listed sources. The funds will be used to fulfill the projected capital budget requirements as explained in the Eskils Pizzeria HB Page 39

Financial Projections section. Adjustments to the amount of funds needed by each source may be necessary in the event of unforeseen circumstances. Allowances for that possibility have been addressed in the operating agreement.

Uses of Cash:
Source of Funds Land & Building Vehicles Cost Monthly Rent Travelling Expenses Kassa Register Kitchen Hold stuffs Ventilation and Gas Installation Home Online Marketing (Web Design and IPhone web apps, Support) Amount 186346 15,000 3,222 5,000 69,500 50,000 51,432 8,000 12,000

Marketing (Advertisements, Banner) Total Sources of cash

20,000

420,500

These tables suggest the uses of cashes for distributions. They are intended to be a summary only and do not reflect unanticipated occurrences. Please refer to the partnership agreement for clarification of equity and cash distributions

Expansion Plans
Eskils Pizzeria appealing menu, comfortable atmosphere and reasonable prices will position the concept for broad customer appeal in a wide range of markets. The operating partners will focus first and foremost on developing this concept to achieve a successful return on investment without the need for expansion. However, because of its broad appeal, the concept does lend itself to expansion opportunities. The comprehensive approach weve taken in the creation of the business philosophy, systems and controls will enhance our ability to deal with the expansion of the concept.

Future Plans
If the business is meeting its projections by month 10, we will start scouting for a second location and develop plans for the next unit. Our next 3 years goal is to have 2 Pizzerias in

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Sdermansln region area. We want to prove our self as number one Pizzeria in Sdermansln, this is our target with best customer service and delicious taste.

Total Sales Projection and Employment cost


Total number of weeks per year: 52 Expected total amount of sales per year: 2284800 Expected total amount of labor projection per year: Kitchen Manager : 180,000 sek Door Delivery : 130,000 sek Servers and Cashiers: 160,000 sek Total : 470,000 sek Expected total amount of sales per year Expected total amount of labor projection per year : 2284800 sek : 470,000 sek

Final expected amount of sales after labor projection: 1814800 sek

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