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!
Weena Yancey M Momin Research Scholar ENROLL NO. 154/2014 Department of Rural Management Babasaheb Bhimrao Ambedkar University (A Central University) Lucknow