PK MIND JANE TIME

First Screen
From “Preparing Effective Business Plans” by Bruce R. Barringer

Part 1: Strength of Business Idea

For each item, circle the most appropriate answer and make note of the (-1), (0), or (+1)
score.

Low Potential (-1) Moderate Potential (0) High Potential (+1)

1. Extent to which the Weak Moderate Strong

idea:
● Takes advantage of
an environmental
trend
● Solves a problem
● Addresses an
unfilled gap in the
marketplace

2. Timeliness of entry Not timely Moderately timely Very timely

to market
3. Extent to which the Low Medium High
idea “adds value” for
its buyer or end user

4. Extent to which the Very satisfied Moderately satisfied Not very satisfied
customer is satisfied or ambivalent
by competing
products that are
already available
5. Degree to which the Substantial changes Moderate changes Small to no
idea requires required required changes required
customers to change
their basic practices
or behaviors

1. Having a sandwich shop in school helps in solving problems of student in school,

moreover, it filled the gap in the marketplace in the school cafeteria. Student
have a problems in having same kind of food or taste over and over everyday.
We offer a sandwich shop that student can customise their sandwich
themselves, give new taste and kind of food; Western, free customise and enjoy
favour flavour.
 2. It’s very timely to open sandwich shop in the school right now. Now MUIDS is
having a potential of having more student that interested in this school and
wanted to applied in the future. We can see that on the fourth generation, they
had a total of nine classes while on the sixth generation they have ten classes. It
shows that the school can afford more number of student each year. So, it’s a
very good time to start a food shop right now in this school especially a sandwich
shop that we never have it in the cafeteria.
3. It adds value since the product is an improved version of the existing similar
products in the market. It helps the customers to be able to customize their own
sandwich in the way that they want. Thus, if the customers want it to be more
healthy, it can further assist them with their diet and muscle building or etc.
more than others.
4. Student in this school didn’t satisfied with the sandwich that other shops offer.
The main reason is that the sandwich that they offer didn’t have a demand in the
market. Our shop can solve this problems by offering a sandwich self
customisation, so, they can have things that they demand as they want.
5. The customer didn’t have to change their behavior at all in using our product.
Moreover we offer more ways to behave for the end user. Other kind of food
needs to be finish in the cafeteria but our product can be consumed at any
places and it’s easy to clean up.

Part 2: Industry-Related Issues

Low Potential (-1) Moderate Potential (0) High Potential (+1)

1. Number of Many Few None

competitors
2. Stage of industry life Maturity phase or Growth phase Emergence phase
cycle decline phase
3. Growth rate of Little or no growth Moderate growth Strong growth
industry
4. Importance of “Ambivalent” “Would like to have” “Must have”
industry’s products
and/or services to
customers
5. Industry operating Low Moderate High
margins

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Explanation:
1. There are few existing competitors in the market already, the existing stores that
offer sandwich. However, they are focusing on selling other things, such as the
big meals like steak, rice and others, more than the sandwich, which make them
sell it in only a small amount with no variety of bread and fillings like how a
solely-sandwich shop would do. Therefore, the company can still compete with
those competitors in terms of selling the sandwich, major product.
2. Even though this kind of industry has always been existing in the market for
quite a long time during the past history, it is still in its growth phase since there
is still potential to grow due to many factors newly emerging at the present time:
the trend of concerning about health, eating clean food, or even grabbing an
easy meal for avoiding the chaos during the rush hour of the competitive society.
3. As prior mentioned in 2., the trends, social forces, that people tend to prioritize
their health and the convenience in their daily life can help boosting the growth
of the industry. Therefore, the entrepreneur can even seek for new
features/selling points to the regular product to make the growth to be more
rapid by drawing more attention of the prospects as well since they have already
had some kind of interest towards it on the back of their mind due to the trend.
4. It does not reach the “must have” level because there are still more alternatives
for the same purposes in the market. For example, the role of being an easy
meal; there are many fast-food restaurants out there which consume little time
similarly to what a sandwich could do. Thus, it is just an option that the
customers will choose if they lean more towards the healthy choice.
5. The margin is high because the tools and ingredients required to open up a
business are not a lot. Also, the ingredients, especially the vegetables and bread,
if can find a good source, it will not be costly but will possess the quality which
adds more value to the product further; making it more profitable.

Part 3: Target Market and Customer-Related Issues

Low Potential (-1) Moderate Potential (0) High Potential (+1)

1. Identification of Difficult to identify May be able to identify Identified

target market for the
proposed new
venture
2. Ability to create Unable to create May or may not be Can create
“barriers to entry” able to create
for potential
competitors
3. Purchasing power of Low Moderate High
customers

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4. Ease of making Low Moderate High
customers aware of
the new product or
service
5. Growth potential of Low Moderate High
target market

Explanation:
1. The target market is kind of easy to identified since the store will be opened in
the school cafeteria, so the size of it will not be too big or too small due to the
number of students, teachers and staffs who have stay inside the school. If
wanting to, the company can narrow it down to smaller group according to the
lifestyle of target prospects as well; healthy, nourishing, energized or more.
2. There are only small areas that can be improved or added some features onto in
order to differentiate the product from the existing ones but still preserve the
key purpose and plan. For example, the ingredients that will be put inside the
sandwich can be adjusted, but not too extreme that they will make the
customers find difficulties in eating it.
3. For students, since it is an international school which has a high cost of different
fees, it indicates that the condition of them is probably somewhere between
middle-to-high and high class, making them be able to afford high range of
prices. But for the staffs, it might not be the same as they still have to use their
salary received monthly. Therefore, the average purchasing power might be in
the moderate level.
4. It is not difficult to introduce the product to the target market because of the
same reason that the store is directly located within the school cafeteria where
the prospects all have to be associated with. Also, there are not many stores in
that area, which makes a newly opened one can be striking to everyone.
5. The growth might be based on the growth of the industry as well; how it can
draw attention from the target market and persuade them to choose the
product instead of other alternatives. However, since it’s in school, there are still
boundaries of the space for recruited students and staffs into the school which
might not be vast.

Part 4: Founder- (or Founders-) Related Issues

Low Potential (-1) Moderate Potential (0) High Potential (+1)

1. Founder or founders No experience Moderate experience Experienced

experience in the
industry

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2. Founder or founders No skills Moderate skills Skilled
skills as they relate
to the proposed new
venture’s product or
service
3. Extent of the founder None Moderate Extensive
or founders
professional and
social networks in
the relevant industry
4. Extent to which the Weak Moderate Strong
proposed new
venture meets the
founder or founders
personal goals and
aspirations
5. Likelihood that a Unlikely Moderately likely Very likely
team can be put
together to launch
and grow the new
venture
Explanation :
1. As we want to open our shop in the international school, we have a benefit of
being a student in the school already. Knowing our target group and customer
needs are what we familiar with. However, food industry is very new for us. We
don’t have any experience in this industry before.
2. To open a sandwich shop we need various of skills and our member did have
those skills. For accounting skill, calculate and record our transaction, Jane and
PK have an experience in recording and doing the worksheet before as they
learned in an accounting class. ​To prepare for the restaurant’s opening, we may
need cooking skill as well as cashier skill, as we need to make garnishes for
sandwiches and ​collecting payments from guests and giving back change.​ Our
member have the skills as we did a student market for several times when we
were high school student.
3. For the networks, currently not one of our founders has a connection, either
personally or socially, in food industry.
4. The level of extension that we would meet our goals is strong. We, as a founders,
want to provide a food that would serve a healthy diets for kids and adults,
which is easy to eat and can be adjusted by customer’s test. Our goal is not only
improve food choices for teenagers ,but also to give customers nwe complete
view of a healthy and clean food.
5. It is very likely that our team can be put together to launch a new business. Our
team members see the trend of healthy food and as a student we see a problem
of food choices in the school cafe. Most of the time students don’t have any
choices but to eat unhealthy food. Those food don’t only affect them in long

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 term but also causes fatigue and reduce learning ability in students if they keep
eating them daily. Because of this, we choose every ingredients carefully in order
to make sure that it would give them the best benefit while taste delicious as
well. These are the crucial factors that would make our company success in the
future.

Part 5: Financial Issues

Low Potential (-1) Moderate Potential (0) High Potential (+1)
1. Initial capital High Moderate Low
investment
2. Number of revenue One Two to three More than three
drivers (ways in
which the company
makes money)
3. Time to break even More than two One to two years Less than one year
years
4. Financial Weak Modest Strong
performance of
similar businesses
5. Ability to fund initial Low Moderate High
product (or service)
development and/or
initial startup
expenses from
personal funds or via
bootstrapping

Explanation
1. The investment for our shop is around ten thousands which is considered as a
very small amount as it can be raised by just a few of high schoolers’ own saving.
2. The only way to deliver our product is through the shop, because that way we
can maximize the efficiency by using less machine to reduce the cost of
production.
3. With the price we set, 50 baht each, the revenue will reach the break even point
within the serving of one month, or when 350 servings from the total of 400 are
sold in the first month, or when 274 out of 400 units (68.5%) are sold for the
other month.
4. Our business has low initial cost throughout the procedure as we transform the
product before selling as another level of commodity, however, the cost of our

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 raw material of food is in an average that everyone can purchase at
supermarket.
5. Since our shop has a low requirement of tools and materials to produce the final
product, fund can be easily raised as it costs is low for startups as those who
have an average income can participate.

Monthly Financial Projection

Revenue: The revenue of 20000 is estimated from the number of breads that we use as
a base ingredient, and sell each order for 50 Baht. By doing so, the total number of
bread will be reliable when predicted.
**However, this calculation excludes promotions and leftovers which may affect the fall
and rise of the revenue.

Expense: There are two table of expenses, the first one is for the first month that
included initial cost for permanent stuffs, which are two ovens,a fridge, and a knife,
while the second is for the following months that one-time purchase stuffs are all
excluded.

Rate of return: As calculated by the dividing profit with expense as a percentage, the
rate of return for the initial month is around 14.5%, and for the other months is 46%.
The difference comes from only excluding the one-time purchase materials.

The business idea is financially feasible as the project will be profitable even from the
first month for over 14.5% as a rate of return.

Overall Potential

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Each part has five items. Scores will range from -5 to +5 for each part. The score is a
guide—there is no established rule-of-thumb for the numerical score that equates to
high potential, moderate potential, or low potential for each part. The ranking is a
judgment call.

Score Overall Potential of the Suggestions for

(-5 to +1) Business Idea Based on Improving the
Each Part Potential

Part 1: +4 High potential Everything is fine

Strength of Business Moderate
Idea potential
Low potential

Part 2: +2 Improving product

Industry-Related High potential or service function
Issues Moderate to make a product
potential become must have
Low potential

Part 3: +2 focusing on the

Target Market and High potential future competitor
Customer-Related Moderate
Issues potential
Low potential

Part 4: +1 We can’t suggest

Founder- (or High potential anything other than
Founders-) Related Moderate having more
Issues potential experience.
Low potential

Part 5: +2 Finding more ways

Financial Issues High potential for the business to
Moderate make money.
potential
Low potential

Overall Assessment +11

High potential
Moderate
potential
Low potential

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Summary​—briefly summarize your justification for your overall assessment: and

After the analysis of all parts of business idea, it turns out that this business idea
can be effective and feasible. Since the overall assessment score is at +11 on the first
screen analysis, it shows a very good potential of working this idea out. Most parts of
the business plan are also at the high potential rate that can help the entrepreneur to
gain profit further. The only concern that we might have to take in to the account is the
future competitors. The competitors can show up at anytime in this small market, so we
want to insist in opening this business up, we have to be more careful and pay more
attention on the minor details which will contribute to the strength of the business
itself. We have to make sure that what is to be improved in our team and product will
assure us that the business will be able to run enduringly and there will be the least gap
for the competitors to enter or fit in the market.