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Presented by:

Weena Yancey M Momin


Roll No. -3210
THE BUSINESS DESCRIPTION
MARKET ANALYSIS
BUSINESS OBJECTIVES&OPERATIONS
MARKETING
Product
Price
Place
Promotion
COMPETITIVE ANALYSIS
TECHINICAL ANALYSIS
LEGAL STRUCTURE
MANAGEMENT EXPERTISE
SUPPORT PERSONNEL
FINANCIAL ANALYSIS
CONCLUSION
Start-up ice cream parlor
Located in Ringre, Tura
Selling healthy and premium
ice cream, yogurt,
sandwiches, and
hot and cold non-alcoholic beverages.
Distributors - Whole sellers, for different ice cream
from Guwahati
Prepared to very high quality standards

Explore Value
Creating
opportunity
5 Cs Analysis
Customer:
Customers of all age

Company:
Mrenda entreprise

Competition:
Icicle, Rollicks, Big ones

Collaborators:
Upstream:
Different ice cream brands

Context:
Regulations of government, Good service
CHOOSING THE
VALUE











STP:
SEGMENTATION:
Customers mainly living in Tura town
Annual income of about Rs. 2,50,000 & above.
TARGETING:
Children, teenagers, adult and senior citizens as well.
POSITIONING:
Premium, Healthy & world class
CREATING
DELVERING &
COMMUNICATING
VALUE

PRODUCT:
Fresh & fast ice creams
PLACE:
N.M. Complex, Ringre Tura
PROMOTION:
Local TV ads
Print ads in local newspapers
hoarding
sample tasting outside the shop
Distributing fliers and brochure



CAPTURING VALUE

PRICING:
Premium
SUSTAINING VALUE CUSTOMER ACQUISITION:
Pricing: premium
Design: Restaurant like experience
Features: healthy & premium ice
cream & can have it comfortably
inside the shop just like in a
restaurant.
In five years, Fast n Fresh Premium Ice Cream
Parlor will be established in Tura City, known
throughout Garo Hills, and expansion plans
will be developed for company owned and
franchise locations in other parts of Garo
Hills.

To serve fresh foods and tasty beverages in a
prompt and friendly manner.
To serve only quality foods that meet the
nutritional standards of the International
Premium Ice Cream Institute.
To be good community citizens, respectful of the
environment, and friendly neighbors to the
surrounding businesses.
To always present a positive public image and
make our establishment one that you can visit
with safety and peace of mind.
To be responsive to your suggestions and
concerns.
If we do not keep our pledge of satisfaction, you
do not pay!

Cash break-even by the end of its first & a
half year of operations.
Cash reserves before taxes of Rs.3,00,000 by
the end of its second year of operations.
Cash reserves before taxes of Rs. 40,000 by
the end of its third year of operations.

The operation of Fast n Fresh Premium Ice
Cream Parlor will be described using the main
functions of the business:
marketing,
competitive analysis,
legal structure,
management expertise,
support personnel,
financial information.



Two lines of Premium ice cream: low fat and
high fat.
Two lines of yogurt: low fat and regular.
Traditional hot and cold sandwiches.
Coffee, tea and five generic soda flavors.
Breakfast items such as bagels and sweet
rolls.



One scoop Rs. 20
Two scoop Rs. 30
Family Pack Rs 60
Jambo pack Rs 100
Sandwiches Rs. 15/-
Soft drinks Rs 20/-
Coffee - Rs. 20/-

N.M. Complex, Ringre, Tura

Promotion
A grand opening will be held with free samples
of food products and drawings for distinctive
hats, T-shirts, and other clothing bearing the
stores logo and the phrase, Im Fast n Fresh!,
worn by store employees.
Coupons for discounts will be published in
Sunday edition local newspaper.
Local TV ads
Print ads in local newspapers
hoarding


Items Fast n Fresh Icicle Rollicks
Summer Hours 8am-10pm 10am-6pm 9am-7pm
Winter Hours 8am-8pm 10am-5pm 9am-6pm
Days Open 7 days a week 6 days a week Closed Sundays

6 days a week Closed Sundays

Price Level High Moderate Low to
Moderate
Specialty Premium Foods
Apparel
Moderate ice cream Low Prices
Sandwiches Yes No No
Breakfast
Items
Yes No No
Reputation Unknown Good Fair
Years In
Business
Start-Up Five Fourteen
Discounts Senior/ Special
Promotions
No promotions Sometimes
National
Chain
No Yes Yes
Methods of
Promotion
Yellow Pages

Newspaper

Apparel
Newspaper


Flyers


1 computer and one printer.
3 large size refrigerators.
1 Air conditioner
1 backup generator.
1Cone maker
1Sandwich maker
1Micro wave oven
1Espresso & coffee
1Soda maker
1Billing machine.
1Cash register machine

Fast n Fresh Premium Ice Cream Parlor will
be operated as a sole-proprietorship owned
by Mrenda Entrepreneur.
Trading license taken to open up the
business from Tura Municipality Board.

Owner holds a MBA degree from North
Eastern Hill University, Tura

Mrenda Entrepreneur has also received a
Diploma of Merit from the International
Premium Ice Cream Institute, Delhi.

Will operate using local people as its principal
employees
The manager will be an experienced person
from one of the owners other businesses.
The majority of the employees will work full -
time with a full-time manager
Financial Objectives:
Owner draw of Rs. 3,00,000 by the end of one year.
Break-even cash flow by the end of Year 1& half year.


Sources of Cash:
Personal Funds. Rs. 2,00,000
Family & friends: RS. 2,00,000 from the family and friends
with very less interests.
Loan Proceeds. Rs. 3,00,000 from State Bank of
India as a five-year revolving line of credit at 10%.
COST OF SETTING UP OF BUSINESS:
Rent/ Lease Deposit ------------------ Rs. 36000/-
Computer & Printer ----------------- Rs. 22,000/-
Furnishers ----------------- Rs. 50,000/-
Air conditioner ----------------- Rs. 30,000/-
Refrigerator ----------------- Rs. 2,55,000/-
Interior decorations ----------------- Rs. 30,000/-
Back up generator ----------------- Rs. 60,000/-
Cone makers machine ----------------- Rs. 15,000/-
Soda maker ----------------- Rs. 5000/-
Sandwiches maker ----------------- Rs. 3000/-
Microwave oven ----------------- Rs. 9,000/-
------------------------------------------------------------------------------
Total = Rs. 5,15,000/-

OPERATING COST:

Electricity bill ---------------- Rs. 850/- per month
Water ---------------- Rs. 500/- Per annum
Salary of manager --------------- Rs. 4000/- per month
Salary of two helper ------------Rs. 2,500/- X 2 per month
Salary of cleaner --------------- Rs. 1,500/- per month
Rent --------------- Rs. 3600/- per month
Transport --------------- Rs. 10,000/-
Repair --------------- Rs. 10,000/-
For purchase of ice cream --------------- Rs. 50,000/- per month
Daily transaction --------------- Rs. 5000/-
----------------------------------------------------------------------------------------
Total = Rs. 90, 450/-

Fast n Fresh Premium Ice Cream Parlor will be
successful. This business plan has documented
that the establishment of Fast n Fresh
Premium Ice Cream Parlor is feasible. All of the
critical factors such as industry trends,
marketing analysis, competitive analysis,
management expertise, and financial analysis
support this conclusion.

We invite you to attend our grand opening. We
promise that we will make the experience,
Fast n Fresh - - good for you!