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Name of the Venture

The restaurant is a partnership firm. As it will be established

in an aristocratic area, the name s hould be worthy to attract the
attention of the customers. So, the entrepreneurs decided to name
it as ‫ډ‬Natur Livet‫ڊ‬.

Location and Facilities of the Venture

‫ډ‬Natur Livet‫ ڊ‬will range in size of 3000 square feet and will
seat 100 guests at a time. In order to attract the target
customers this restaurant will be located in Gulshan ar ea of
Dhaka city. The restaurant will be equipped with a state -of-the-
art sound system where our customers will be able to select their
favorite country and western songs for free. The restaurant will
be built on some prototype specifications: clean lines, open, and
pleasing to the customer.

The site/building selection will be chosen based upon the

following list of criteria:
à ¦ommunity size minimum of 50000 people within one mile.
à Ôigh visibility.
à ëasy access to parking lot with a minimum of 10 parking
spaces.
à Access of high officials during the working days.
à No overabundance of competition in the trade area.

All of these qualities are consistent with the goal of providing

a top quality, entertaining dining experience at a justified
price. The consumers‫ ڊ‬satisfaction on the organic menu and
service would be the best form of marketing.

Nature of the Business


Gestaurant business is a service oriented business. The main
objective is to provide the consumers an atmosphere of eating
with pleasure, relaxation and satisfactio n. So, the service
rendering is the main nature of the business.


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Still there is a portion of manufacturing involved in this

business which acts as a backward linkage for the supply of raw
materials in order to prepare the organic food stuffs. These are
described in detail in the production plan of the restaurant.

Business in Brief

Enlightened Surroundings
The surroundings of the restaurant will be very enlightened so
that the consumers can feel that our organic food stuffs would
also make them luminous. This has been intended to remove the
belief that unhygienic restaurants are lightened dimly.

Quality Food
‫ډ‬Natur Livet‫ ڊ‬restaurant will serve nothing but fresh meats,
vegetables, crisp salads, delectable side dishes and scrumptious
desserts, all served with fash ioned, home-style care.

Variety, Variety, Variety

A different menu for every day of the week will feature to name a
few of our special theme dinners. Moreover, the items will be
changed with delectable varieties on the two weekend days.

Opening and Closing Periods

The restaurant will remain open from 11.00 a.m . to 10.00 p.m. on
the five usual weekdays. With a view to tackle the rush in the
weekend days it will remain open from 11.00 a.m . to 11.00 p.m. so
that the visitors can enjoy their meal in a sere ne atmosphere.

Dinner Buffet
As in the weekend days there would be more hurry than that in
other working days, a special dinner buffet would be offered in
Saturday and Sunday to keep the consumers in touch with the
restaurant more frequently.

Affable Employees
Workforce is vitally important for the success of any business.
In ‫ډډ ډ‬Natur Livet‫ڊ ڊ‬ ‫ڊ‬ restaurant employees would be
sufficiently trained before the inception of the operation of the
restaurant. So, the front -desk personnel would amiably welcome


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the visitors and the waiters would serve the cuisine cordially
upon their preferences.

Objectives

‫ډ‬Natur Livet‫ ڊ‬is an organic restaurant situated in the upper -

class area of Dhaka city. The main objectives of our business
are:

à To provide quality organi c food stuffs to the locality.

à To modify the menu and other services with the change in

consumer taste, market demand and competitors‫ ڊ‬strategy.

à To render an enlightening environment to enjoy food items.

à To extend the business in different locality if t he

acceptability of our cuisines meets our prior expectation.

à To maintain the costs and operation under tight managerial

expertise so that the mission of our venture can be
satisfied.

à To increase the average sales from year to year by

materializing the above mentioned objectives.

ission

‫ډ‬Natur Livet‫ ڊ‬will strive to be premier organic food restaurant

in the city. We want our guests to have total experience while


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visiting our restaurant. Not only will our guests receive a great
meal they will also be provi ded with a soothing atmosphere.

Our main focus will be serving quality food with at a great

value. The food items will be organic and freshly produced by our
own firm. We will feature a large selection of freshly prepared
food, most in full view of our g uests. We will feature items from
different cuisines and different price ranges. ¦ustomer
satisfaction is paramount. When approached by a customer with a
request our motto will be to provide with best quality service
possible. We will strive for broad appe al. We want to be the
restaurant of choice for everyone -families and singles, young and
old, male and female.

ëmployee welfare will be equally important to our success. All

will be created fairly with the utmost respect. We want our
employees to feel a part of the success of the restaurant. Ôappy
employees make happy guests.

We will combine menu variety, atmosphere, ambience and friendly

staff to create a sense of ‫ڍ‬place‫ ڎ‬in order to reach our goal of
overall value in the dining/entertainment experience .


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Restaurant ×ndustry Overview in

Bangladesh
In the midst of nine segments in the service sector of our
country, hotel and restaurant is playing a predominant role.
Bangladesh is a densely populated country. So the emergence of
hotel and restaurant business knows no bounds.
We will analyze the restaurant industry under the following
domain. This is:

×nvolvement in nominal GDP (in billion tk)

In the following table the nominal GDP (in million tk) of Ôotel
and Gestaurant industry is shown from FY01 -FY04:

Nominal GDP (in billion tk)

×ndustry FY01 FY02 FY03 FY04
Ôotel and 15.9 17.4 19.4 22
Gestaurant

This information also illustrates that the contribution of the

restaurant industry is pacing up gradually in the Nominal GDP of
Bangladesh. ëven though the inflation slo ws down the
contribution, still this sector is a matter of sanguine to the
potential investors.

×ndustry demand

At present there are more or less 5000 hotels and restaurants in

our country from small to large scale. But very few of these
maintain the expected level of hygiene and environmental climate
for the holding customers‫ ڊ‬attraction.
Now we estimate the demand of this industry from the viewpoint of
our selected location. As the restaurant will be situated in an
aristocratic area like Gulshan, we hope to captur e the
surrounding 40,000-50,000 customers. Moreover, demand for our
restaurant will be affected by the present level and service of
the restaurants in the locality.

Nature of the arket Capture:

The nature of the market capture would work as one of the key
driver of demand for our restaurant. Ôere we will operate as
market nicher. As the existing restaurants are providing Indian,
Thai, ¦hinese cuisines, we expect to operate in a different


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arena. Our most impressive feature is organic food stuffs. Ôere

organic denotes natural or devoid of any fertilizer, insecticides
etc.

Future outlook and trends

Due to the emerging nature of our economy, the restaurant

industry would flourish in Bangladesh in long -term future. This
will lead to more investment in this industry in the form of
companies that will assist boosting up of our financial market.

Another distinguished feature in the industry is the increase in

education on Ôotel management and Ôospitality management. Many
private universities and institutions are providing gr aduate and
post-graduate degrees on these braches of knowledge. So, there is
a promising opportunity for the restaurant business in near
future.

At present some restaurants are offering some distinguished

features to attract the attention of the potentia l customers. So
still there remains chance to expand the business thoughts and
ideas. These may be introducing segments for couples, for elderly
people, health conscious persons to a great extent.
According to the theory of ëconomics, people spending inc rease
with the increase in income. As our target consumers are an
upper-class urban citizens, their preference must be on luxury as
well as in hygiene.

Analysis of competitors

There are at least 20-30 restaurants in Gulshan area at present.

Out of these Asparagus, Aristoc rat, Topkupy would be our prime


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competitors even though none of them provide pure natural or

organic food stuffs. The services provided by these restaurants
are quite satisfactory. But still we have to compete for
capturing the market with our organic feat ure of food items.

×ndustry Forecast
As our target customers will be offered with variety and health
conscious services through our menu, we can expect that there
will be growth in the demand for the cuisines. The following
table shows the growth rate of custom ers in 2008 and 2009
respectively. Although we hope that the officials, couples and
other visitors might not grow in 2009, families and foreigners
will grow to a great extent.

Growth rate
2007 2008 2009
Week day
Families 20.00% 16.67%
Foreigners 20.00% 11.11%
officials 20.00% 0.00%
¦ouples 0.00% 0.00%
Other -20.00% 0.00%
visitors
Weekend day
Families 11.11% 10.00%
Foreigners 12.00% 7.14%
officials 33.33% 0.00%
¦ouples 0.00% 0.00%
Other -10.71% 0.00%
visitors


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Services

Éhe enu
The menu is going to be very simple yet exotic to attract our
target customers. As we are opening an organic food restaurant
the menu would be set keeping in mind that the guests will expect
the food to be fresh and hygienic.

The menu will include different cuisines from different cultures.

It would include all the cuisines that are generally served in
the main stream restaurants in Dhaka and also some other
different kind of dishes.

The dishes served would be for three persons and we will also
have the option of set menu. The set menu can be served from
different cuisines. The cuisines served would be Thai, ¦hinese ,
Indian, ¦ontinental and also some special dishes from some
ëuropean cuisines as our target customers also include gues ts
from foreign countries.

Organic ×ngredients
Organic food is, in general, food produced without the use of
artificial pesticides, herbicides, and genetically modified
organisms(GMOs). In common usage, the word organic can apply
equally to store-bought food products, food from a home garden
where no synthetic inputs are used, and even food gathered or
hunted in the wild.

The organic food served in our restautant will be produced in our

firm(mostly) and the other ingredients will be collwcted from the
local area market. We will produce all the vegetables that we
will serve and also the meat and fish. All the sea foods, shrimps
and the ingredients will be collected from the market.

Ethnic ×ngredients

Our chef will have great latitude in designing and pro ducing menu
offerings from many different world cultures. We will endeavor to
produce all the traditional, authentic ingredients necessary to
hold true to these varied and interesting cultural recipes.

×nterior design
People need to keep life interesting and our artwork will reflect
the world influences that are core to the attitude of the chef of
the restaurant. We will do the interior decoration keeping in
mind that the overall view of the restaurant should reflect the
objective of the restaurant that i s fresh and hygienic.

The entrance of the restaurant will be soothing yet attractive

because the first sight matters a lot. The next emphasis will be
on the usage of light in the total environment. Because we want
to say that ‫ڍ‬everything is clean and cle ar as you see‫ڎ‬. All the
furniture used in the restaurant will be specially made for the
comfort of the guests. The walls of the restaurant will be
decorated with attractive paintings and there would use of green
plants in decorative manner.

The internal planning of the building that means the

architectural design will be done by an Architect from a well
known firm and also the interior decoration will be done by the
architect and one of our managers.

Sales literature
¦urrently there is not any sales li terature produced for our
restaurant. Ôowever there are plans to produce three different
pieces once we open. All should be relatively inexpensive to
produce and most will be accomplished in -house by using desk-top
publishing. Below are the pieces that we are planning to produce.

1.Table Toppers- will explain concept and differences between

lunch/dinner, announcing job opportunities and other
activities will be announced.

2.Brochure/Ôandouts- will explain that we can handle large

parties; banquets etc. and another will list our daily
featured entries.
3.Direct: Mail Piece- will explain our concept, list prices,
and show inside photographs of our restaurant. We will
produce and mail of our first quarter of operation.

Éechnology

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We will invest in three high speed computers to provide a fast

and efficient connection to the internet and also be a link to
our cash register. We will then be able to daily digest key
financial information. We will also order online, email and have
webpage.

The cash register will be u sed for all the day to day dealings of
bills and the computers will be used for keeping the records and
update all the data.


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Our main focus in marketing will be to increase customer

awareness in the target market. We will direct all of o ur tactics
and programs toward the goal of our explaining of whom we are and
what we are all about. We have no plan to join in the
coupon/discounting wars that other have embarked. We will price
our products fairly, keep our standards high, and execute the
concept so that word of mouth will be our main marketing force.

Éarget arket

The production of organic food is costlier than producing it in

inorganic way. That‫ڊ‬s why; the food served in our restaurant will
be a little costlier than any other restaurant. Becaus e of this
reason our target customer will be persons willing to pay a
little higher money for a good appetite which will also give them
the feeling that their money is returning to them.

Conscious person:
Persons, who are conscious about their health an d also what food
they are taking, will be our target customers, because our
restaurant will serve foods which will be mainly produced in our
firm. Other food items and spices will be collected from such
sources that the food served before the guests will b e fully
organic.

Families:
Now days in our country, the awareness for healthy food and
healthy environment of restaurants have been increased. That‫ڊ‬s
why; the families want to go to restaurant where the food will be
hygienic. So they will be our target customers we believe that
our restaurant will be able to cater their needs properly.

Officials:
That is the last customer pool who in offices and they need to
take their food outside. It is not that much healthy for them. So
if we can serve food which ca n fulfill their needs and even match
their price range and satisfaction level, then th ey will come to
our restaurant.

Foreign Visitors:


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A large portion of our target customer will be foreign visitors.

The foreigners are generally more health conscious an d they
prefer taking organic food. But in our country they don‫ڊ‬t get
restaurants or even markets where they can get organic food or
food items. So if they get restaurant in our country serving
organic food they will definitely come as our guests.


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Foreigners View point

In the midst of 76 responde nts, 14 were foreigners. Now we
analyze their responses in the following ways:

à The most important observation among the foreigners is

that 11 of their monthly income are over tk 25000 of which
6 persons earn over tk. 100,000 monthly. So, it s very
important to develop our organizational strategy keeping
this under consideration.
à Again we have found that 11 of the foreigners visit
restaurants daily and weekly. This shows the high
frequency of their visit for which we have to develop our
menu accordingly.

à Another significant observation is that 7 of them spend

more than tk 1000 and some other spends more than tk 1000
per person. This spending structure should also be dealt
with proper care so that we can establish a long term
relationship with them and in crease our revenue as well.

à As all of the foreigners visit restaurants from their

previous experience and hearing from others , our
advertising should attract the local people and our
service should be provided with trained employees so that
they can gather a pleasing experience.

à Furthermore, none of the foreigners consider any other

preference in food items expect food quality. 10 of them
give preference for quality control initiatives and 11 of
them emphasize the production of raw materials for food
items. So we should make sufficient arrangements for
interior decoration and maintain hygiene in the production
process.

à 11 of the foreigners are in favor of organic food

restaurant and they are also willing to pay higher for the
quality cuisine. So, we have sufficient endeavor for the
initialization of the business.


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arket Segmentation

Our market has been segmented according to our specialized

services. Our menu will attract the conscious citizens at large.
Below are our targeted market segments.

à Age: Seniors, young married couples with children, aged

persons specially healt h conscious people.
à Gender: We will equally target both sexes with a slight skew
for fatty females due to their heavy consumption of mixed
vegetables.
à ×ncome: We will appeal to the high side of high income
individuals and to all in the middle income br acket.
à Occupation: We will target the white -collar worker, young
professionals with a family.

Pricing Strategy

In pricing the products of our restaurant we are going to use

Premium Pricing Strategy. This strategy is used to produce high
quality product and charge t he highest price.
As the production procedure of organic food is costly, the higher
price charged in the restaurant will be reasonable and the higher
value paid by the consumers will get back to them as we are going
to serve them with quality foods that a re promised by us.

In our survey we have found that out of 76 respondents 70 of

them are in favor of organic food restaurant and they are also
willing to pay higher for the quality cuisine. So, we have
sufficient endeavor for the initialization of the business.


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Advertising and Promotional Plan

The advertising procedure of the restaurant will be comprised of

1.Setting advertising objectives
2.Setting the advertising budget
3.Developing the advertising strategy
4.ëvaluating the advertising campaigns

Setting advertising objectives

The first step is to set the advertising objective. An
advertising objective is a specific communication task to be
accomplished with a specific target audience during a specific
period of time.
Our advertising objective will be firstly to in form the consumers
and after a certain period of time it will be reminding. Now the
rationales behind the objectives are :

 As we are introducing a new line of food in the market, our

advertising will be informative. The primary objective is to
build public demand.
 We will also do persuasive advertising by saying that we are
serving the best quality food.

 Geminder advertising is important for mature products-it

keeps consumers thinking about the product. As we are going
to run a restaurant it will be very important for us to
remind the consumers that we are there to serve them with
quality food which will value their money.

Setting the advertising budget


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As we are starting a totally new venture, we have to set an

advertising budget that is large in size. Because we have to
build awareness and gain consumer trial, the market share also
impacts the advertising budget as we have to build a market for
our product and also take share from the competitors.

Developing advertising strategy

Advertising strategy consists of two major elements -

 ¦reating advertising message and

 Selecting advertising media.

For the advertising of the restaurant we are going to use

billboards, banners and poly sign as the media. We will hire a
billboard at Gulshan-2 circle. This billboard will hold the main
reason for opening the restaurant; that is the organic food will
value the money of the guests as well as give them a good
appetite. This is also the advertising message.

The banners will be used in all the main roads of Guls han-1,
Gulshan-2 and Banani. We will use the banners specially in front
of all the embassies, high commissions, multinational
corporations, NGOs, and in other main office areas.

The poly sign will be used in front of our restaurant.

Evaluating advertising campaign

We have to evaluate both the communication effects and the sales
effects of advertising regularly. Sales effects are also affected
by many other factors like product features, price, satisfaction
etc. But the communication effects solely depen d on the
advertising. After opening the restaurant the number of guests
coming each day and the frequency of the guests‫ ڊ‬visit will give
evidence of effective communication.


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Strengths

1.Fresh market
The market of organic food is fresh in our country. We launch our
product in a market in which there is no direct competitor.
People who prefer organic food will be a large portion of our
potential customer.

2.Fully New idea

The most important strength of our venture is- the concept of
organic food restaurant is fresh and new for our country. There
is no such restaurant is present in Bangladesh now. Thus our
venture will get an extra attention to the customer.

3.No dependence on raw material s

We do not depend on external sources for our basic raw materials
(such as chicken, fish, egg, milk, meat, vegetables etc). Gather
we produce these products in our own firm. This will ensure
continuous supply of raw materials at a lower cost.

4.Organic elements are ensured

If we purchase our basic raw materials from outside suppliers, we
can not ensure our customer that the food stuffs we supply are
fully organic. As we produce the raw materials in our own firm
and we ourselves monitor each and every steps of the producti on
process, we can ensure our customer that our products are fully
organic.

½.Customer satisfaction
As we can ensure the organic element in our food items, this will
satisfy our customer to seek for organic food and helps us to
retain old customers and cre ate new customers.

?.Strong staff resources

Our five entrepreneurs are directly engaged in the management of
the business. This will ensure the proper monitoring of the
business. Also at every stage of production and operation we
employed sufficient staffs and workers.

‰.odification of menu
Our menu is not fixed. We will change our menu and add new items
in our menu to attract new customers and to give customers a good
experience in dining.


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ÿ.Own transport
We use our own 1.5 ton truck to carry raw materia ls from our firm
to our restaurant. Thus we need not rely on outside transport and
our transportation cost will be substantially low.

r.Advertising
Not all restaurants in our country advertise. But we know the
strength of advertisement and we go for it. Our billboard will
definitely inform the potential customer that a new way of
restaurant is being opened for their experience. Poly signs and
banners are also helpful in promoting our advertising process.

10. Secured source of capital

Our restaurant has raised its capital from internally generated
funds mainly. Some portion would be provided by an investor in
the venture. So, the sources of capital are quite secured.

11. odern technology

We have adopted some modern technologies keeping facilities
online contracts with the customers. Moreover, we welcome the
guests to use their credit cards or debit cards in the payment of
the bill.

12. Attractive interior

Our restaurant would provide some attractive interior
arrangements with soothing environment which will be enli ghtened
and dirt free enough to please our guests. Moreover, our rhythmic
sound system would pace up the entertainment at a large scale.

13. Proper management

Five of our entrepreneurs are directly engaged in management.
They will work with their best effort and this will ensure a
proper management system.

14. Proper planned organizational structure

Our organizational structure is very simple. Senior management is
under the supervision of the partners which would ensure the
proper planning and implementation of the decisions.


m

Weaknesses:

1.Very unfamiliar concept

As the concept of organic food is not so familiar with our

present customers, some customers may not be interested with the
idea or they may not belief the credibility of the food items to
be organic fully.

2.Cost-sensitive project

Since the production of raw materials is somewhat costlier than

producing other ingredients for this line of business, offering
organic food is really a cost -sensitive project.

3. Small dimension of the restaurant

The dimension of the restaurant is not too large to accommodate
more than 100 visitors at a time. Moreover, some other
restaurants are offering more spacious arrangement for serving
the cuisines.

3.Amateur senior manageme nt

The senior management of our restaur ant is quite amateur because

they don‫ڊ‬t have any prior realistic experience of maintaining and
controlling the operations of business. Thus, this may appear as
a weakness for the well -functioning of the restaurant.

4.Absence of occasional discount


m

ëven though we are opening a new arena of restaurant business in

Bangladesh, we won‫ڊ‬t provide any occasional discount system on
food stuffs whereas other competitors would provide these
opportunities to the potential customers. Our conception is that
such discount might reflect a negative attitude on the customers
regarding the quality of our cuisines.


m

Opportunities:

Opportunities arise from the circumstances of external

environment. As the entrepreneurs we expect the following
opportunities that our venture can confront in future:

1.Éaking over of competing firms

Since our operation would attract the potential flavor of
customers and the number of circumspect consumers might increase
keeping the consideration of quality and hygiene of the food
stuffs, we hope to take over o ther competing firms in future;
which is an imperative opportunity of our restaurant business.

2.×mpressive relationship with suppliers

As some of our raw materials for the preparation of food items
would be collected from the suppliers, we hope to mainta in an
effective relationship with them. This would ensure the quality
materials.

3.Cutting costs
In order to ensure organic nature of our food items, we won‫ڊ‬t use
any insecticide or chemical fertilizer in our production unit
lands. Our own generated manure from dairy and poultry would be
used in those lands. So, this will cut our cost to some extent.

Éhreats

Sometimes the opportunities may not appear with regard to the

expectation. So, some threats might affect the venture at large.
Our restaurant business m ight face the following threats:

1. CompetitorsҪ change in action:

In quest of tackling our business strategy, the competitors might
change their course of action. For example, they can also open
this organic branch of operation that might lead our marke t
capture. Again, they can also introduce new diversified
mechanisms.

2. Change in consumer taste:

Since the consumers always transform their taste or preference in
any commodity, we might face a lower consumer demand under that
situation. The rationale b ehind this is the over abundance of
restaurants in the organic line of food ventures.

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Break-even Analysis

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3

3

3

3



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3











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Performance standards and fin ancial controls

Product Budget Performance Possible

Activities Standards Corrective
Action
1. 20 million Big billboards Print media
Advertisement on construction
areas and
celebrities in
advertisements
2. Import new 100 to 150 Waste heat ëfficient use
process plant million recovery plant of resources
that reduces
the production
cost
3. Buy new 50 million Transportation Increase trucks
trucks for for long for
transportation distance routes transportation
needs

onitoring Procedures

Although Maple Le af ¦ement has a very strong brand name, there is no

need to advertise in the electronic media, as most of the consumers are
aware of our products. The only advertisement needed is in those areas
where we have not captured market and in those areas where ou r market
share is very low. These activities are continuously monitored by the
persons who are responsible for it . A new plant is being imported to
ensure the cut down in the price of production.

m

A marketing audit will be performed to ensure that the bud get allocated
for the activities are being used in the right direction and not wasted
by the responsible people. This is increase the trust of share holders
and investors in our company and will be very helpful to our company in
terms of finances. This tru st will create a loyalty for our customers
and consumers towards our brand and our products. In audits, our
advertisement revenues will be monitored. Our all finances will be
monitored which will be used in the growth of the company to ensure
that the fina nces are utilized in the right direction.

Natur Livet‫ ڊ‬restaurant is a new medium -sized restaurant located

in a busy locality of Gulshan -2 in the neighborhood of some
aristocratic areas like Banani. Our restaurant is supposed to
provide organic food to the consumers in of the restaurant. An
emphasis on organic ingredients is based on our dedication to
sustainable development. Additionally, the restaurant procures
local foods when possible, reducing the dependence on the foreign
suppliers.

Services:
‫ډ‬Natur Livet‫ ڊ‬restaurant offers a fashionable, fun place to
have a great food in a social environment. Our chef has a
vast repertoire of ethnic ingredients and recipes. Majority
of our demand will be forecasted from the recommendations of
the customers. Organic recipes will be used to provide
customers with diverse and specialized menu. We would also
offer some healthy dishes, recognizing the trend within the
restaurant industry for the demand for healthy cuisine.

¦ustomers:
‫ډ‬Natur Livet‫ ڊ‬restaurant supposes that the market can be
segmented into some distinct groups that it aims to target.
At first, we want to attract the conscious persons who want
to have an appetite at the same time can be ensured with
hygiene. The second group is the families want to ha ve
organic elements in their food stuffs. The third group
consists of the white-collar officials who wish to have
their enthusiasm for having frequent facilities of
cleanliness by enjoying the organic food items. The last
group which is particularly consci ous of the organic food is

the foreigners. Most of the foreign women preferring diet

want to have such organic food items.
In our restaurant we hope to offer organic cuisines to 86000
to 120000 consumers annually. Our capacity at a time is 100
customers and we hope that our average customers will be 100
consumers.

Management:
‫ډ‬Natur Livet‫ ڊ‬restaurant has assembled a strong management
team. We have a very sagacious general manager who has
enough perception and decision making ability in any line of
business. Moreover, the capital budgeting techniques and
structuring will also be performed under his strict
supervision so that cost-effectiveness and appropriate
leverage condition can be met. Again, we have engaged some
other managing partners who have also some problem solving
attributes and the operation of the restaurant business.
Furthermore, our production and purchase manager has some
prior experience in working in some other organizations. So,
we also expect that he can manage this segment efficiently .
Our chef has an experience of 5 years who can decorate the
food items in a very organized way and can also prepare the
cuisines in proper mixtures.
Most important to ‫ډ‬Natur Livet‫ ڊ‬restaurant is the financial
success which will be achieved through the s trict financial
control of the Manager in Accounts. Additionally success
will be ensured by offering a high-quality service and
extremely clean, non-greasy food with interesting twists.

The market and financial analysis indicate that with a start -up
expenditure of tk 16,930,604.00 which might generate sales of
13,832,800.00 by year two, 15,344,200.00  by year three, and
16,408,400.00 by year four. In the initial year of operation we
might incur a loss of -3,239,004.00 tk in year one. Profitability
will be achieved from the operation of year two.
Taking over of competing firms, impressive relationship with
suppliers and cutting costs are expected to be our main
opportunities of the venture. We hope to maintain these by proper
planning and rendering of ser vices timely.
The trends and potential growth of the restaurant is really a
matter of sanguine. We have observed that the sales growth will
be 20-25% more in the coming years and also some increase in the



m

contribution of GDP from restaurant business whic h might

facilitate the achievement of our objectives.
The marketing strategy is quite simple. We have a huge
advertising budget for the initial year which will be included in
the start-up expenses of the venture. This will provide the
funding for the billboard in the main circle of the city. Again,
we would incur some other advertising expenses for banners and
poly signs in every year. These activities might pace up our
sales and other campaigns.
Our production plan would be in two steps. The first will be the
production of raw materials, and another will deal with the
production of food-stuffs. Our production of raw materials will
be in our own firms situated in Savar. This production plant will
be strictly managed by our production personnel for the
maintenance of organic nature of the restaurant.