Business plan

MGT368
Business Plan On
– “Restaurant &Catering Services”

Prepared For–
Shabnin Rahman Shorna (SRS3)
Lecturer
Department of Management
School of Business& Economics

Prepared By– Group 05

Yasin Arafat 151 1471 030

Kazi Sabita Ehsan 1510630 030
Kazi Sumaiya Akthter 1512430 630
Afsana Rashid I52 0701 030
Mehreen Fatma 152 21198 030
 Business plan
On
“ ”

“Think fresh:
Eat fine, Every time”
ACKNOWLEDGEMENT
First and foremost, we would like to thank our respected lecturer Shabnin Rahman Shorna who
gave us the valuable opportunity to do this project. This project has given us the opportunity to
learn several things and gain valuable experience on entrepreneurship. We would therefore also
like to thank her for motivating us and providing relentless guidance and support throughout
the course of the project, whenever we needed her assistance. Her invaluable advice and
encouragement helped us complete the project on time and allowed us to present a standard
business plan.

We would next like to acknowledge each other and thereby show sincere gratitude to our
teammates: Afsana Rashid, Kazi Sabita Ehsan, Kazi Sumaiya Akhter, Mehreen Fatma
and Yasin Arafat.They have all participated enthusiastically to complete this project and to
ensure its successful completion. Without their hard work and cooperation, accomplishment of
the complete business plan would not have been possible.

Last but not the least we would like to bestow our heartfelt gratitude to all people who
supported us by providing guidance or the required information which allowed us to analyze
our business plan from different possible angles and allowed us to put our best effort into this
project.
Letter of Transmittal
15th December, 2018
Shabnin Rahman Shorna
Lecturer, Department of Management
North South University

Dear Ma’am,

We humbly present to you our final business plan on “Crave IT!” The journey of completing
this project has been equally challenging and interesting for us and provided us with a
noteworthy learning opportunity regarding the basics that we covered in our Entrepreneurship
course.

We express our sincere gratitude for giving us the opportunity to work on this business plan.
We hope, with all sincerity that you find this business plan detailed and resourceful enough
and that you appreciate this project as much as we appreciated working on it. If you have any
queries regarding this business plan, we shall be more than willing and pleased to answer them.

Sincerely,

Afsana Rashid
Kazi Sabita Ehsan
Kazi Sumaiya Akhter
Mehreen Fatma
Yasin Arafat Araf
Executive Summary
Crave It is the first of its kind, healthy and nutritious restaurant in Dhaka. We serve healthy
food that are different from many other fast food restaurants in Dhaka. Our specialty is our
ingredients along with manner in which prepare food our dishes. All the food preparation at
Crave IT! are in the healthiest manner keeping in mind, the needs and preferences of our target
market. Our mission is to provide enable people to eat healthy and nutritious food from the
start of the day that make them more active and fit. Crave IT wants to bring a change in people
by encouraging them to eat healthy in their everyday lives.

Our target segments are university, school students and young professionals. The young
professionals who are health conscious prefer healthier food options while eating out. The age
in this category is 18-30. The upper middle class in Dhaka who are looking for healthier are
busy with their work lives option for themselves, their families and their children. The age in
this category include 30-50. Another customer segment is our older age group mainly the
hospital patients where we will provide catering service according to their need based. In this
category to serving healthier food to people who are extremely health conscious and suffering
from various health problems/diseases such diabetics, high cholesterol, obesity and are forced
to follow a lot of food restriction. Keeping their restriction in minds we will prepare food
according to that. The additional benefit that Crave IT will provide is the home delivery to
specific location like Uttara, Gulshan and Bashundhara. Thus the objective of Crave IT is to
serve healthy and nutritious in the city. Thus the objective of Crave It is to provide society and
individuals and a commitment to provide great testing food that will provide nutrition and
imprint on people’s lives

Our restaurant business is limited liability partnership with Afsana Rashid, Kazi Sabita Ehsan,
Mehreen Fatma, Kazi Sumaiya Ahkter and Yasin Arafat. Under this partnership, we share
profit, losses and expenses equally.
1.0 Introduction
1.1 Name and Address of Business ......................................................................................................... 1
1.2 Name and address of the Principal ................................................................................................... 2
1.3 Nature of Business……………………………………………………………………………………………………………………….3

1.4Statement of the financing needed……………………………………………………………………………………………...3

1.5 Statement of the confidentiality of report…………………………………………………………………………………..3

2.0 Business Model

2.1 Business Model Canvas…………………………………………………………………………………………………………….4

2.2 Pricing Model……………………………………………………………………………………………………………………………5

2.3 Social Goal……………………………………………………………………………………………………………………………....6

2.4 Financial Sustainability…………………………………………………………………………………………………………….7

2.4.1 Sustainability……………………………………………………………………………………………………………………….7

2.4.2 Eco Friendly…………………………………………………………………………………………………………………………8

2.4.3 Ethical…………………………………………………………………………………………………………………………………9

3.0 Business Environmental Analysis

3.1 PESTAL Analysis…………………………………………………………………………………………………………………10-11

3.2 Porter’s Five Forces………………………………………………………………………………………………………………12

3.3 SWOT…………………………………………………………………………………………………………………………………13-15

3.4 Stake Holder Analysis……………………………………………………………………………………………………………16

4.0 Description of Venture

4.0.1 Vision……………………………………………………………………………………………………………………………………17

4.0.2 Mission…………………………………………………………………………………………………………………………………17

4.1 Product……………………………………………………………………………………………………………………………………18

4.2 Service…………………………………………………………………………………………………………………………………….18

4.3 Size of Business……………………………………………………………………………………………………………………….19.

4.4 Office Equipment and Personnel…………………………………………………………………………………………….19

4.5 Background of Entrepreneurs………………………………………………………………………………………………….19

5.0 Service Delivery Model
5.1 Process……………………………………………………………………………………………………………………………….20

5.2 Machinery of Equipment…………………………………………………………………………………………………….21

5.3 Name of Suppliers of Raw materials…………………………………………………………………………………….22

6.0 Operational Plan

6.1 Description of Company’s Operation…………………………………………………………………………………….23

6.2 Flow of orders for foods……………………………………………………………………………………………………….24

6.3 Technology Utilization………………………………………………………………………………………………………….24

7.0 Marketing Plan

7.1 Product……………………………………………………………………………………………………………………………….24

7.2 Pricing………………………………………………………………………………………………………………………………….25

7.3 Promotion…………………………………………………………………………………………………………………………...25

7.4 Place……………………………………………………………………………………………………………………………………26

7.5 Packaging…………………………………………………………………………………………………………………………….27

7.6 Positioning………………………………………………………………………………………………………………………….28

7.7 People…………………………………………………………………………………………………………………………………28

8.0 Organizational Plan

8.1 Form of Ownership……………………………………………………………………………………………………………….29

8.2 Identification of Partners………………………………………………………………………………………………………30

8.4 Team Background…………………………………………………………………………………………………………………31

8.5 Roles and Responsibilities of members…………………………………………………………………………………32

9.0 Assessment of Risk

9.1 Evaluate weakness of Business…………………………………………………………………………………………………32

9.2 New Technologies……………………………………………………………………………………………………………………32

9.3 Contingency Plan……………………………………………………………………………………………………………………33

10.0 Financial Plan
10.1 Assumption……………………………………………………………………………………………………………………………34

10.2 Pro forma Income Statement…………………………………………………………………………………………………35

10.3Cash Flow Projection……………………………………………………………………………………………………………….36

10.4 Pro Forma Balance Sheet……………………………………………………………………………………………………....37

10.5 Breakeven Analysis……………………………………………………………………………………………………………….38

10.6Sources and Application of Funds………………………………………………………………………………………….39

Conclusion…………………………………………………………………………………………………………………………………….40
1.0 Introduction

The restaurant will be situated in Bashundhara Residential area. There are uncountable
restaurants in Dhaka city but there are no other restaurants which are concentrating on
providing healthy and nutritious food. There is a physical need in consumption of food every
day. The initiative has been taken by our 5 of our partners. The issue is to change unhealthy
nutrition habits, avoid fatty, high calorie foods and lack of vegetables. It is scientifically proven
that less healthy habits have direct effect on our overall health which affects for which most of
the youth in our country are having obesity and overweight problems.

Over the last decade, customer have become increasingly aware of the need to pursue a healthy
lifestyle. A Healthy lifestyle including balanced nutrition, can help prevent disease such as
cardiovascular disease, obesity cancer and diabetes. We expect that healthy meal has a great
potential for growth. This healthy concept restaurant has been popular in abroad but in
Bangladesh it is totally new concept as people are used to eat fast food in restaurant which are
very unhealthy.

Thus we decided to come up with solution by providing healthy and nutritious in our restaurant
as well reaching customers at their door steps.

Mission Tagline: ‘’ Eat healthy and nutritious food at the start of your day’’

Our mission is to enable people to eat healthy and nutritious food from the start of their day
that makes them feel active and hit. CRAVE IT wants to bring a change in people lives by
providing them healthy food in their everyday life.

Vision: Our vision is to help people to stay fit and healthy that will benefit individuals and being able
to evolve and continue growing in Dhaka city.

1.1 Name & Address of the Business:

Name: Crave it!
Address: Ka-54/3, Bashundhara Rd Dhaka 1229

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1.2 Name & Address of the principal:

Name Designation Address

Mirpur 10, Shenpara
Afsana Rashid Head of Marketing parbata,sadabdi bonolota
#359
E-6, Block E, Zakir Hossain
Kazi Sumaiya Akhter Chief Financial Officer road, mohammadpur, Dhaka
House- 35, Road 05, P.C
Mehren Fatena Chief Executive Officer culture, shekertak,
Mohammadpur, Dhaka-1207
House 238, Road 2, block B,
Kazi Sabita Ehsan Head of Procurement Bashundhara
Uttara, Sector: 04, Road 29,
Yasin Arafat Head of Customer Service House 02, Dhaka 1230

1.3 Nature of the business:

Breakfast is the most important meal of the day. We are planning to an open a restaurant in
Bashundhara Residential area, it will serve Continental Breakfast items along with that we will
cater standardized healthy and nutritious food to hospitals and Corporate offices. The breakfast
will be severed to all age groups including kids, students and adults and older people. Most of
the school going, office goers and university students forget to take a proper nutritious meal
because of time and hassle of making it.The restaurant will have catering services to deliver
food to offices and hospitals. Food will be prepared in a very customized for health conscious
customers. The restaurant will have a Facebook page and a website to communicate with
customers. The catering service will be different because it will serve two types of customers
segments which are hospital patients and office goers. The hospital patients can have the
facility making the food in a much customized manner and according to their diet charts. It will
be delivered only in Uttara, Bashundhara and Gulshan areas. We will be serving various types
of Pancakes, French toast, omelet, salads, sandwiches etc for breakfasts. And for lunch, we will
be delivering fresh bowl chicken salads, vegetarian and non-vegetarian items according to

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customer needs. The restaurant will be specialized in serving Continental healthy and nutritious
breakfast only in Bashundhara Resendential area.

1.4 Statement of financing needed:

All business need capital in order to purchase asset and maintain daily operation. As we all are
students and we don’t have that amount to build a large business. Since we are five members
to share our management and profits, we will form partnership. At first we will form an
agreement between us to establish our responsibilities, share profit and loss as well as the rules
about withdrawals, capital contribution and financial reporting according to the process of
partnership business. In order to complete fixed cost and the cost to complete legal works each
of my partners need to contribute a significant amount. Each partners will give funds from their
personal sources including their friends, relatives and their respective parents. When we will
generate profit we will be able to repay all our debt as well as all other expense incurred by our
business.

1.5 Statement of confidentiality of report:

This agreement is only accessible among us and this confidential plan make our business
unique from others. As our business is a partnership business, all of the member in the business
is bound to keep the business plan and other data among themselves. Everybody is highly
prohibited to disclose any information and strategy with others. All of the important data related
to financial plan, marketing plan and management plan should be kept only within the partners.
According to the agreement the proportion of profit and loss will be divided equally between
the members of our business. If any member found to disclose any information, he or she will
be sued due to the leaking of confidential information.

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2.0 Business model:
2.1 Business model canvas:
Key Partners Key Activities Value Proposition
1) Material Suppliers 1) Distributing food to 1) Standardized food low
2) Distributors offices and hospitals price and high quality
3) Landlords 2) Making healthy foods 2) Customized food per
4) Five business partners (breakfast, lunch) patient needs
3) Selling Healthy 3) Continental Breakfast
breakfast and lunch 4) Healthy and Nutritious
4) Catering services food
5) Establishing relationship
with customer

Key Resources Channels Cost Structure

1) Ingredients 1) Facebook page 1) Floor rent
2) Oven 2) Text message 2) Salary for employee/
3) Stove 3) Physical Store chef
4) Chef 4) Word of mouth 3) Ingredients cost
5) Computer 5) Pamphlets 4) Equipment cost
6) Delivery Van 5) Electricity /water bill

Customer Segments Revenue Streams Customer Relationship

1) Teenagers 1) Food and drink sales
2) University students 2) Catering Service 1) Loyalty cards for regular
3) Office goers 3) Delivering food customers
4) Mid-aged people 2) Personnel breakfast
5) Hospital Patients experience
6) Customers who loves 3) Transparency in food
English breakfast preparation
4) Well trained delivery
boy

2.2 Pricing model:

As our business is mainly a restaurant business which offer Breakfast and Lunch as well as
catering service to hospital patients and offices goers. After doing some research and discuss
with our partners, we decided the selling price of each product compared to the cost. We will
be doing Cost-Plus Pricing to guarantee our profit. The Breakfast will be served in our
restaurant and along with it we will be delivering lunch and breakfast to patients, office goers,
students and others. The below table shows our selling price and cost price based on per items.

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 Selling
Breakfast items Price (Tk) Cost price
per items (TK)
Kichuri 50 35
Oatmeal 40 25
Cornflakes 50 35
Milk bread butter and jelly 45 30
brown bread with peanut butter 55 35
Paratha 20 8
Baked Potato 30 10
Omelete 20 10
Chiken Bhuna 55 30
Nun Ruti 25 15
Ata Ruti 25 8
Mushroom 35 20
Baked Bean 35 25
Pancake 40 25
Meat balls 25 15
French Toast 25 20
Sausage 25 15
Nuggets 30 20
Vegatable Curry 35 20
Chicken Salad Bowl 45 30
Sandwich 25 20
Chicken Roll 30 20

Lunch Items
Set Menu 1 95 80
Set Menu 2 100 100
Set Menu 3 90 70
Oats Kichuri with Vegatable 65 50
Plain Rice 35 20
Brown Rice 50 40
Chicken Curry 45 35
Vegetable Curry 35 25
Egg Curry 25 10
Salad 35 25
Beef Curry 55 40
Kichuri 45 35

Patients
Soup 55 40
Chicken 65 50
Ata Ruti 35 20

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 Omelete or Boiled Egg 30 15
Plain Rice 40 30
Vegetable 45 35
Shemai 40 30
For hospital patients these are regular items. But if other food items we will customized to
patient needs and cost will a little bit higher according to the cost of making per items.

2.3 Social Goal

Our foremost priority is to provide excellent food services to our surrounding community by
establishing a successful and dynamic social enterprise. Excellent service paired with quality, healthy
food is our base plan, thereby ensuring both good health of our customers and society as a whole as
well as customer satisfaction. Furthermore, our social goal involves:

 Offering wholesome, fairly priced, diverse food options that meet demands of a variety of
customer groups.
 Creating an attractive and healthy menu that ensures good health of our customers and
therefore, society as a whole
 Establishing high quality jobs for target food service employees (both male and female)
ensuring employment in society for capable applicants. Also including good wages and
benefits, career advancement opportunities, access to training and capacity building to develop
their skills that will help them in future, participation in decision-making and opportunities for
the business.
 Developing a catering service that supports skill development of the catering staff and meets
the needs of the office and hospital customers, thereby indulging in a form of social welfare
itself by catering to patients and working individuals of the community.

Industry analysis:
Bangladesh has a rapidly growing consumer market and due to a large population base, the
demand for food products is always on the rise. Over the last decade many companies have
entered the food business, which was previously not into this level of diversification.
Therefore, this industry requires more attention and careful analysis before any new
business ventures into the industry.

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2.4 Financial Stability
Sustainability is a top priority in any business, to be sustainable we need to change according
to the needs and preference of our customers. It’s a highly competitive market specially in
Dhaka. As we have chosen one of the busiest place in Dhaka city, it will be difficult to grab
attention of customers as there are already many restaurants situated in Bashundhara. The steps
we will take to keep us sustainable in the market. These will help to keep in market and unique
from other restaurants.

 Cooks What’s in the Season-

We will keep our menu seasonal for example every season we will change our menu and
cook food according the preference of customers’ demand. We will do pre testing before
launching our new menu by our loyal customers and take their reviews on it. We will
change our menu monthly to serve the freshest possible produce at its peak. In every
seasons there are fishes and vegetables, fruits in the market to ensure the freshness we will
provide them every season so that we don’t need to stock for very long.

 Partner with the right producers

To ensure the healthy ingredients in the preparation of our food we will be connected with
the producers in weekly basis and check how they are growing them like vegetables, fruits
to maintain the freshness of our food. One of my partners will regular visit the farm to
understand the ingredients better.

 Grow it ourselves

We will hire gardener to grow our own vegetables in one of partner’s land. One of partner
has her own land at Savar. We will grow our vegetables by ourselves to ensure best quality
and chemical free. This will help to reduce the cost as suppliers’ ha high bargaining power.
We will know every bit of it, and the remaining wastage in the kitchen can go back to the
garden as compost.

 Buy locally, in bulk.

Our restaurant will buy product locally as possible. We believe that being the healthiest
restaurant will help us bring more suppliers from other areas as well this will create good
reputation form them as well. Our goal is to find supplier every month to prevent from any

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 shortages. We will purchase peak season as that time it is inexpensive and delicious and
keep it long time by the procedure of drying, freezing and preserving.

 Think beyond food

To be sustainable we also need think about the environment where are serving the food, it
is important to keep environment fresh and cleans everyday which is one of our objectives
in our restaurant. We will purchase energy efficient blub and we will train staff to turn off
the tap of water when it is not required and gas as well. We will encourage them by
providing some incentive. in their salary. Like if they reduce the

cost in electricity, water and gas bills our manager will provide them little token gift.

2.4.2Eco-friendly

In the initial stage we are going to start very tiny way.so in the beginning we will not have to
take big steps to start but in future we will take the necessity steps with few strategies such
as:

1. Food: We will consider local food to sustainable and serve organic food that is locally
sourced in our restaurant which will support the long term maintenance of eco system and
our agriculture for generation.

2. Sourcing: We will purchase our raw materials (vegetables, egg, fruits) from our local
vendors that will reduce the cost of transportation. And it will be an initial investment in
our community that can be extremely important to our customer.

3. Waste & Water: We will use many simple ways to reduce food waste and water in our
restaurant. We will be using the fish bone to make stock, re using vegetable peels in stock
and when needed sauces can be used, these are few ways by them we will reduce food
waste radically. And to reduce the waste of water we will install flow restriction on water
faucets for the customer and staff.

4. Chairs, Tables & Paper: Almost whatever that we are going to use in our restaurant can
be made from recyclable materials — wrapping for takeout or leftovers, disposable utensils,

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 even chairs and tables. Using things that can be washed and recycled, such as cloth dusters
and table cloths, is also considerably better for the environment than paper.

5. Cleaning Supplies: Moving to non-toxic cleaning supplies and biodegradable soap shows
employees and guests that we care about them. For our establishment we will use ecofriendly
cleaning materials which are usually safer and can be used as a selling point. In making our
restaurant more environmentally friendly the integral role is Customer and staff awareness role.

2.4.3Ethical:
We will make sure that all our food items are hygiene. Reasonable prices will be charged so
that everybody can buy it. We will never cheat with our customers by disclosing any false
information to them. Codes of ethics will be followed by all representatives in the business
with the end goals to keep up a moral work environment. We will provide healthy foods that
will chemical free. We will keep up the product and value quality to a standard so that
everybody can have accepted on us. We will maintain our business as per the rules and
regulations set by the legal body of Bangladesh.In our business, we will try to maintain business
ethics which identify ethical principles and problem in our business. To ensure a proper
business ethics we will do the following thing:

Food Safety:

In Bangladesh, most of the restaurant food are unsafe for consumption which is responsible for
breaking the business codes of ethics. But our main motto in our business is to offer nutritious
and healthy food to maintain ethics in our business. As our restaurant not only offer food to
general customer but also to hospital patients, there will no chance to provide unhygienic food
to our customer.

Employee relation:

Employee relation is an important in the area of business ethics which is often neglected. We
often hear that food restaurant in our country offer minimum wages to their employee
according to their work. As our business is mainly offer breakfast to their customer and we
don’t need full time employee and we will try to provide sufficient wage to our part time
employee.

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Supplier Standard:

To ensure healthy and hygienic food we need quality ingredients to make that food and we
need to ensure the quality of suppliers.

3.0Business Environment Analysis:

3.1 PESTLE Analysis:

Some aspects of our business will have effects on a far broader scale and will be beyond our
immediate control. The following PESTLE Analysis will look into aspects such as political,
economic, social technological, legal and environmental factors and their impacts on our
business.

Political: Operating in a country like Bangladesh makes our business exceptionally vulnerable
to political issues. As the country is notorious for its political activities and political instability.
For example, changing hands in political power can result in a change in policies and
regulations such as tax reforms and health regulations. This can change ways in which our
business is expected to operate in compliance with government regulations and can make
running the business difficult. Recurring government imposed strikes (“Hartal”) can result in
lower customer-count for our business as strikes can lead to violent or dangerous situations in
the country. Consequently, this can also lead to substantial increase in cost of production as
well as fall in sales revenue of our business. Thereby, political environment can have a
significant impact on our business. Comparatively, international politics will not have as much
impact on our business as national politics.

Economic: There are a number of outside economic factors that can affect our business. Health
of the economy itself is a very important factor. Factors such as economic growth rate or price
increases due to inflation can affect supply and demand of our services as food industries are
often greatly affected by them. Price increases due to inflation can lower demand of our food,
resulting in lower revenue. This has greater affect since our food is already quite specialized to
begin with. In times of extreme inflation or recession for both national and international, in a
country like ours, restaurants can become a luxury for many people; a place that can just be
avoided at such times. This may create a need for us to lower prices to react to such adverse
economic conditions for our business.

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Social: In the social sector, people of this country are now becoming more educated and are
now health conscious about food products. They look for quality food and are looking into
process of making of the food products more intently now. This can in fact be an advantage for
our business which actually focus extensively on serving healthy food. However, it includes
the added responsibility to be extremely careful in the process of preparing the food and being
quite transparent in order to satisfy queries of our health conscious target customers. This
transparency can also add costs to our service. Another social factor is the growing rate of
population of this country, which has led to an increased number of restaurants in the industry.
It will be a challenge to level up to the ever changing tastes of the customer-base and to
maintain our food-hold in the industry.

Technological: It is understandable that technology does not play a huge role in a restaurant
or catering business. However as technological advancements occur, it can help us to make our
website and our business operations more efficient and productive. As we are also planning to
introduce an App, which is a calorie counter for our health conscious customers, we must
ensure that our App remains up-to-date at all times, as it can cost our business operations if the
App doesn’t function as expected. Also, as new electronic cooking appliances come to market,
we can use them to make our cooking processes better as well which will help us to focus on
our vision better. Technological changes can also have adverse effects in our business. This is
because same new technology of market is also available to our competitors, which will not
only increase competition for us but if we fail to make proper use of them, will also lower our
quality of performance compared to others.

Legal: number of government agencies and authorities work for regular supply and the quality
of food products both domestically and abroad. In our country, they have specific rules and
regulations to control the quality and provision of food. As a restaurant we may have to comply
by not only the regulations about our food, but also wages and welfare of our employees. By
doing so, we must ensure lawful atmosphere. As a restaurant whose mission and USP is based
on providing healthy food, it is a must for us to keep quality of our food high, as any lawsuits
or litigations on these bases specifically, will not only hold enormous monetary costs for us but
also be tremendously damaging for our reputation.

Environmental: All food companies need to be concerned about certain environmental issues.
We will have to come up with sustainable strategies to grow our business further. Climate
change is also a big issue for restaurant businesses and even though Bangladesh itself has a low

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carbon footprint compared to first world countries, we will still use eco-friendly products in
our food production processes as much as we can for the betterment of the environment. All
businesses more or less contribute to environmental problems and should be aware of these
environmental threats. We as a business will abide by government policies regarding protection
of the environment.

3.2 Porters five forces

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  Threat of New Entry: Since we are going for a very niche market and the expenses
required to take the initiative is not high enough, it is quite possible for many people to
enter the market, especially since food industry is a very lucrative market that attracts
a lot of new entries.
 Bargaining Power of the Suppliers: As we will not be taking products in bulk since
we want to provide fresh and hygienic food to our customers, our suppliers may end up
thinking that they have an upper hand in the negotiation process, but since there are
thousands of vendors and raw material for food suppliers in the country from whom we
can make our required purchases, any one supplier will not have a strong bargaining
power.
 Bargaining Power of the Buyers: As we will be dealing in a very niche market our
customers will have a strong bargaining power as there are many available substitutes.
However, since we will be offering services at quite an affordable price for our target
customer group, they won’t need to bargain a lot.
 Threat of Substitutes: Since the service we provide is unique we do not have any
direct competition as of now. However, as the food industry is at maturity with
numerous restaurants in the market, we have substantial threat of substitute to consider.
 Competitive Rivalry: As majority of players in the food industry of this country are
fast food chains, not many are focusing exclusively on providing healthy food service
right to the customers’ doorstep. Therefore, we do not have much competition to worry
about or any large players in the market as of yet.

3.3 SWOT analysis

Industry Description

The Bangladeshi attitudes towards healthy and nutrition is growing according to (Dutta ,2017). The
health food drinks segments are growing at 18.30% annually, Dhaka population is growing rapidly over
the past few years with high disposable income and rising health consciousness. There has been a rise
in consumption of healthy food as more people are becoming health conscious today to prevent them
from diseases and health problems in future.

Crave it can take first mover advantage by serving healthy and nutrition food in the restaurant. Crave
It! is the first of its kind serving healthy and nutritious food in restaurant whereas other restaurants are
more like serving fast foods and unhealthy food which can have side effects in future.

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Crave IT will gain trust and confidence by maintaining the authenticity of our product offerings and be
delivery quality service. This will help Crave IT build a loyal base of customers.

Crave It is the first in the industry, we will make changes in our management activities such as change
promotional techniques, technological advancement, pricing techniques keeping in mind our target
market. Our dynamic functioning will help us to adapt changes in industry such as eating habits,
increasing disposable income etc.

Crave IT! core competencies and Strengths

Offering Customer food varieties with highest nutrition content such minerals, vitamins and
essential fatty acids. Central Location it is main strength in Bashundhara Resendential area
where target groups falls easily under it. It has healthy and nutritious food unlike many
restaurants at Bashndhara. It will have a nice atmosphere and design. Breakfast are served in
very few restaurants so we can attract many customers. Prices are relatively affordable
compared with other restaurants. There are very few competitors providing healthy food. We
can expand our business and create relationships with hospitals which will help us open outlets
inside their hospitals as well. Marketing and advertising through social media.

Delivering Exceptional quality service

Strong ethical issues: Emphasis on Development and Promotion of healthy food thus helping
the people and community.

Promoting the concept of “Living healthy in all possible ways

Factors affecting competitive advantage of Crave IT

Crave IT will ensure the quality of all its products for example the ingredients used in making
the food will all come from a specific organic seller from Bashundhara. We will ensure that all
our fruits, grains and vegetables come from a few particular suppliers.

Emotional Quotient

Crave IT constant focus on the benefits of eating healthy of eating nutritious food in our everyday lives.
Customer will feel satisfied after eating pure food that will benefit their health which tastes better than
processed food and also the fact that it is benefiting the community.

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First Mover Advantage as an ‘’All healthy meals ‘’ Restaurant

Most restaurant provides few healthy items hence Crave It wants bring all healthy items. This will
completely separate the restaurant from the fast food concept and create a unique trait.

Fresh Food to eat:

Many restaurants usually stored food in fridge and reheat them later on. This is not an option for Crave
IT! Fresh ingredients mean more delicious food and also this reflect that Crave IT care for its customers’
health. This benefits the business by making the customer feel important this will increase the likelihood
of returning to the restaurant to eat again.

Weakness

Busy area with many competitors. Restaurant depends on other factors as well such as staffs,
they have lot responsibility of their performance and how they behave with the customers.
Restaurant does not provide any trainings to staffs so they are not that experienced

No previous Business Model in the Industry

Crave It main disadvantage is that there are no other industry and its first of its kind. It cannot
refer to previous business models strategies to refer to while Crave IT cannot learn from
mistakes of previous business.

Partners Lack of Experience

All Partners in Crave It are new to restaurant business and have no previous knowledge or
experience in doing business.

This can be prevented by carefully measuring all the mistakes beforehand and taking active
measures carefully in order to sustain in the business.

High Dependency Levels

Crave IT suffers from the risk of high dependency on its suppliers. The number of organic
vegetables suppliers is few in number in Dhaka currently; hence it increases our dependability
on them. So for these Crave IT will maintain a good relationship with suppliers at all times. So
if there is an increase in farming by using chemicals in vegetables it will help us to eliminate
the risk over time.

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Lack of Awareness among Customer

Our main target is to aware customers about eating healthy and nutritious food in the everyday
life so our primary method is to create awareness and educating consumers on the various
health benefits of eating healthy that will help increase awareness.

Opportunities

There are many opportunities as we will be serving different set menus and dishes in different
seasons. People are more concern of their health one of influence of social medias and more
focusing on eating healthy. We will make promotional through social media activities to gain
customer attention and popularity in the business.

Threats
If there is political unrest it will difficult to deliver food to hospitals. Customers will also face
difficulty to travel as well. Anyone can open same restaurant with Heathy concept. Changeable
prices of food products because of inflation and also suppliers might raise the prices. There is
a huge investment in the restaurant so cost of production is high. Our competitors recently are
NSU canteen where they are serving healthy and affordable breakfast to students.

3.4 Stake holders Analysis:

This diagram explains about the power and interest of the stakeholders. They are customers,
suppliers, government, employees,

Customers: Clients/Customers will have high power and high interest level in our business.
They will raise our sales and benefit. By providing good customer service, we have to keep
them satisfied constantly and manage them carefully. Otherwise, our benefit will decrease and
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will face consequences in our business. Since we will provide healthy and nutritious food to
our customers, so we think that the relationship with our customers should be good.

Suppliers: Both high power and high interest is our suppliers. We will build strong relationship
with our suppliers and distributors. Suppliers should be managed closely as they will supply
the ingredients of the food and raw materials. They will play a big role to help us to run the
production of the nutritious food. However, if suppliers are disappointed with us then they will
not supply raw materials and that will be a loss for our business.

Government: Government falls under the high power and low interest in our business. We
ensure to obey all the rules and regulation of the government and pay taxes on time. We will
depend on government’s decision and government must be satisfied. If we disobey any rules,
then it will lead to a big impact in our business.

Employees: Employees also have high power and high interest in our business. We will keep
our employees happy and will hire skilled workers. It will lead to increase labor productivity.

Legal Authority: They have high interest but low power compare to government. We will
keep them informed about day to day activities of our business.

Stakeholders: They have a low power and furthermore a low enthusiasm for our business.
They will be checked by us and will do their work as per our course. They can be our security
guards or our cleaners. Security guards will dependably be outside of our restaurant to welcome
clients, so they additionally have low power and low interest. Cleaners will take legitimate
consideration of our restaurant by cleaning and beautifying it and without that they additionally
don't have any power or interest.

4.0 Description of venture:

4.0.1 Mission Statement:
Eat healthy and nutritious food at start of your day.

Our mission is to enable people to eat healthy and nutritious food from the start of their day
that makes them feel active and hit. CRAVE IT wants to bring a change in people lives by
providing them healthy food in their everyday life.

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4.0.2Vision Statement:
Vision: Our vision is to help people to stay fit and healthy that will benefit individuals and being able
to evolve and continue growing in Dhaka city.

4.0.3 Reasons for going into business

There are many restaurants in aboard which are selling health and nutrious food to customers.
Bangladesh still not have this kinf restaurant even though some five star hotels are maintaining
healthy standards for some high income groups but it can be seen that are restaurants selling
healthy food within affordable price.
After doing a research on our friends and family they really like the approach of selling healthy
so decided to open a restaurant.

4.0.4 Development of work that has done till date

We have already made sample dishes by our chefs in our kitchen and tasted it by our family
and friends our partners and they really like the quality and taste of each items. They have also
rate the products and give us feedbacks on it.

4.1 Product:
Crave IT Product and Services

Description of Product and Services

Crave IT! is the first of its kind, health restaurant in Dhaka. We will serve organic and chemical
free food which are healthy for our body. Our specialty at Crave IT is our ingredients along
with the manner in which we prepare our dishes. The food will be prepared in healthiest manner
keeping in mind, the needs and preference of our target market. Crave It! is a niche market and
we will provide healthy foods to our customers. We are providing continental breakfast
including English breakfast and lunch. On English breakfast we are serving, scrambled eggs,
sausages, omelet, brown bread, oats, cereals, French toast, sandwiches, pancakes, baked beans,
tea, coffee, fresh apple, pineapple, orange and other fruit juices. We are serving roti, butter nan-
roti, paratha, beef /chicken curry and mixed vegetable curry. On lunch fruit salad/ vegetable
salad/ bowl chicken salad, vegetarian, non- vegetarian items according to the customer needs.
Chicken and Vegetable soups and liquid food products will be provided to patients in the
hospitals. Our products are flour, egg, milk, meat, chicken, vegetable, seasonal fruits, bread,
fish, oats, dark chocolates, maple syrup etc. Every food item will be produced using scratch
utilizing every characteristic fixing sourced from generally nearby wholesalers. The supply
includes no added substance to accommodate flavor and taste. It is imperative that our things
taste flavorful, as well as look engaging and alluring to the eye. We will give high quality foods

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which shall be cholesterol free for those health conscious people. We will ensure that other
entrepreneurs wouldn’t copy our food products. We will protect them by taking application for
patents. For trademarks, we will first choose the mark then identify the products specially
which mark applies. All the logos will be protected by copyrights.

4.2 Service:
We will provide various types of services to satisfy our office goers, patients and other
customer segments.

 Physical Store
 Home delivery service
 Transportation
 Online services
 Return policy
 Credit sales
 Providing healthy English and continental breakfast and lunch
 Customer service
 Catering service.

We will have our own Facebook page and website that will be also protected by copyrights.

Our Menu

Our menu will contain breakfast and Lunch items for which will prepared our chef and his team.
Moreover, understanding the needs and will prepare food healthiest cooking techniques. Crave IT has
prepared a special menu that will add value to our customer.

4.3 Size of Business:

We will enter the market with niche target market and we will specifically focus on breakfast,
catering and hospital patients. As our shop is established at Bashundhara, Gulshan, Uttara and
our main target is university students, employees from office and the patients around this
location. At first we will try to satisfy their needs as well as the price and the product quality.
Since our business location is Bashundhara, Gulshan and Uttara we believe that it is a right
location because most of the students live here without their parents and they have to face many
barriers to prepare their daily food. Most students don’t take their morning breakfast properly
because they wake up late or they have morning class. This thing also happens to office

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employees. That’s why we mainly focus on morning breakfast because breakfast is good source
of nutrients such as calcium, iron, vitamin B as well as protein and fibre.

4.4 Office equipment and personnel:

In our restaurant, customer come and enjoy their food and the main equipment we need to
satisfy our customer and make a healthy and nutritious breakfast are:

 Kitchen stuffs (commercial refrigerator, oven, blender, pancake machine, toaster, sink)
 Café counter stuffs (Espresso machine, juicer, wooden chalkboard menu)
 Interior stuffs (chairs, tables, wallpaper, café light for kitchen and café counter
decoration)
 Café accessories (ceramic plates, forks, spoons, knives)
All of these above equipment will be purchased for operate our restaurant properly.

Back ground of entrepreneur: This section is done in 8.4.

5.0 Service Delivery Model

5.1 Process

The process starts when customer enter the restaurant. They directly go and sit and wait for
waiter to come. Once seated, the customer begins to review the menu and waits for the
placement of order. Waiter then comes and serves them a welcome tea and takes the order and
afterwards confirms to the customers whether all orders are taken correctly. Then waiter
directly go to the chef and chef look at the menu and confirms with the waiter, the chef proceeds
to cooking the food. After cooking the food, the chef rings the bell to call the attention of the
waiter. As all are breakfast items most of them will be prepared beforehand in that case
customer don’t need to wait for food preparation. The customer then eats the food and after a
while ask for the check. Then customer then finally pays the bill. After paying the customer
finally leaves the restaurant.

Delivery process: As our restaurant will also be delivering breakfast and lunch to office goers,
students and hospital patients it will be different in this case. Customer will order through our
websites or in Facebook page beforehand. There will be menu provided in our Facebook and
Website page from that customers will order their food accordingly. Our policy is if once food
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is confirmed by the customer there will be no cancellation afterwards. We will outsource a
delivery company named Drooto Express to deliver the food. It will be only served in these
specific lacation, Bashundhara, Uttara and Gulshan people can avail the delivery services for
the time being.

And for hospital patients we will be customizing the menu according to patients needs
consultant from the doctor. We will be delivering only to Uttara, Bashundhara and Gulshan
hospitals.

5.2 Physical Plant

Physical Plant: Our restaurant will be located in the opposite of Jumuna future Park as we
called pocket gate. Address: Ka-54/3 Bashundhara Rd Dhaka 1229 Bashundhara Road, Dhaka
1229. The rental payment for the restaurant is 30,000 BDT per month. Its 1000 square feet
area. We paid an advance payment for 6 months which is 180,000 BDT and security money
90000 BDT for 3 months which is refundable.

5.3 Machinery and Equipment

Materials: Include vegetables, flours, dark chocolates, maple syrup, brown bread and etc. We
are materials from local market and using these materials to transform it into by an experienced
chef. Our chef is trained to produce delicious healthy breakfast such as savory oatmeal with an
egg, chicken creamy sandwich, Quinoa food salad, Fruit salad, pancakes, French toast, Butter
Nun, Chicken curry.

Equipment:

 Kitchen Stuffs (commercial grills, griddles, Fridge, Oven, Sanitary items, sink)
 Restaurant counter staff (Juicer, Credit card machine, menu)
 Interior Stuffs (Chairs, table, Wallpaper, lights for kitchen and sound system and
decoration of restaurant counter).
 Restaurant Accessories (Chinaware plates, Ceramic Plates. Cup and Saucer, Bowls, Tea
pot jug, Fork, Knifes, Spoons etc.

5.4 Names of Suppliers of Raw Materials

Suppliers: We will be buying fresh vegetables from local place from Bashundhara who bought
vegetables from karwan bazar with a very low price. Cups and Plates will be bought from new
market ceramic shop. Kitchenware, Furniture, and Fittings, materials for internal and external

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decoration, color paints will be bought from Mirpur 10. We will not be purchasing any items
in bulk quantity as it will increase our inventory, increase both our holding and carrying cost
which may result in negative cash flow which will decrease our profit. So in result we will
select few market places where we can get items in our budget. So our Logistic and
Procurement officer will ensure that.

 Mirpur 10 Furniture shops

 New Market
 Gawsia

6. Operational Plan:
6.1 Description of company operation: Our restaurant outlet will be on Bashundhara
Residential Area. We will serve continental breakfast in our outlet. We will provide catering
service to hospitals and corporate office goers. We will give lunch boxes to students/ adults
which will be takeaway or by delivery service. We will also prepare customized breakfast and
lunch according to per patient need. Our main objective is to provide healthy and nutritious
food to make our customers stay fit and prevent from any diseases like obesity, diabetics, heart
attack, diarrhea etc. We are charging reasonable prices to our customer segments. We have
many functions in our company. They are marketing, financial, operation, auditing, liaison and
sales department. The areas are Gulshan, Uttara and Bashundhara, we are giving home delivery
and distributing healthy breakfast and lunch box.

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6.2Flow of goods and services:

The Flowchart for hospital.

The The food committe

doctor/dietician Then our customer The chef will Then delivery boy
will contact us
service officer will prpared the food will come and
will give patient a through our hotline
take order inform according to each deliver the food to
diet chart according number and send
the chef patient needs. hospital.
to their health. us the order.

The following flow chart show the process of customer ordering through online.

The customer
Then employee
service
Customer will will inform the Then delivery Then delivery The customer
employee will
order food chef and then boy will deliver boy will deliver will receive the
get the order
through hotline chef will along with cash food to the food and pay
and confim
number. prepared the menu. customer. the bill.
from the
food.
customer.

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6.3Technology utilization
We will bring an app for the customers to calculate their calories intake per day. The app will
have menu of continental breakfast and lunch. This technology will help health conscious to
know about their health. As our menu will be changed, so we will digital menu boards in front
of the cash counter because digital board make it so much easier than manually changing prices
and items. We also introduced Webcam- Enabled Monitoring it will help to monitor activities
of employees without the presence in our restaurant. It will help to detect any noncompliance
with health regulations and safety codes.

7.0 Marketing Plan

7.1 Product
Our restaurant will serve healthy and nutritious food and beverages items. Crave it is continental
restaurant where it will serve Bangladeshi and English breakfast for our target customers. We will
attempt to serve healthy food consisting of fresh ingredients to hold authenticity of our product
offerings.

Some of our Dishes includes

 Salads
 Soups
 Steamed items and Baked items
 Fruit salads
 Fresh and Seasonal juices
 Rice Meal
 Oats
 Chicken curry

Menu Designing Strategy: Menu will have Breakfast and Lunch items. All the Lunch items will
be takeaways as our restaurant will specialized in serving breakfast items only. It will have
nutrition tables where customers can see the percentage of each food items in the menu.

Important Features of Our products/services: All ingredients used at Crave IT are fresh and
chemical free. We ensure our quality from the trustable suppliers. Variety of health food are
available without compromising the taste and quality

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High Nutritional Importance: customers are given with nutrition tables and information for
each items.

7.2 Pricing
We will conduct a survey and analyze the survey results to get an idea of the customers’ price
range. Based on the expectation, we will also keep in competitors pricing model to get an idea
from other restaurants in Bashundhara which help us have an idea of setting the price. In our
pricing model as mention above we are also using cost-plus pricing.

7.3 Promotion
Advertising

We will do post advertisement in multiple social media flat forms including Facebooks,
Snapchat and Snapchat to reach our target customers.

Digital Marketing

Social Media Marketing: We will create Facebook Page for Crave It restaurant and as well
as Website page for it. We will show recipes for healthy food items in our website which create
interest to keep track with our websites. We will regularly put contents of healthy food and
give some promo videos of our food are made inside kitchen to ensure their satisfaction. We
will develop an Instagram page for Crave IT and post pictures frequently of our food items and
also encourage consumers to repost of their food items taken at our restaurant. Moreover, we
will create a Snapchat account for Crave IT where the entrepreneurs will post frequently.

Referral Marketing

In order to people come in our restaurant we conduct referral marketing. We will give 12%
discounts to give a check in our restaurant in their facebook account and make it public. This
will help to increase our target customer.

Celebrity Endorsers

Bangladesh Instagram bloggers will promote our restaurant as they are huge ingluencer among
youths.

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Word of Mouth

This will play a big role in our promotion. Our celebrity endorser along with a couple of other
well-known TV personalities will be delivering lunch and breakfast items at their homes. They
will also be invited at our restaurant.

Promotion to Business to Business (Hospitals)

We will also be delivering to Hospitals, so as mentioned promoting strategy will not be

effective promoting in hospitals. We will offer breakfast and Lunch items samples to Doctors
to taste our food and create good relationships with the hospital Doctors so they recommend
us to deliver food to their patients. We will directly contact with their patient care management
and aware them about the product offerings. Also aware them that we make customized food
according to patient needs.

We will also offer hospital employees breakfast and lunch items reduced price than our actual
price in order create a good relationship with them which help us in future terms.

Email Marketing

It is mainly text focused we will mainly target the employees of hospitals. We will be focused
in our words. We will write the nutrition benefit for food and write the process how it being
made. Also we include our logo and short text which is easily readable and strong.

Linkedin

It is a platform where we can easily connect with professionals and keep connected with
them, this Will help to build relationship with doctors and other employees through linkedin
and advertise our restaurant in this social media platform.

7.4 Place
We will sell our Product through two main channels which are

Retail Outlet

We will be located inside Bashundhara Resendential are opposite of Jumuna Future park pocket gate.
Address: Ka-54/3, Bashundhara Rd Dhaka 1229. We will have only one retail outlet.

Distribution Channel

Direct Channel:

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Crave It will operate through one direct channel of Distribution that is their hot line number.We will
also provide the facility of our food offering at home, offices and hospitals only in selected areas
Gulshan, Bashundhara and Uttara.

7.5 Packaging
We will use two types of packaging to distribute our food. As most of the breakfast, lunch
items will take away by students and corporate people we will try deliver them in tight box to
prevent from leakages however some of the dry items will provide paper packaging for
convenience for customer.

Coffee takeaways
For breakfast and lunch deliveries we will be using this kind of
packaging. It prevents from the leakage more importantly easy to
carry at the same time food remains hot and fresh which is our
main objectives to provide customers.

For hospital patients we will use different packaging because they will need customized food
according to their needs.

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 Hospital Patients

7.6 Positioning
Bangladeshi people tend have a fascination of eating outside. We will position ourselves with
our offering healthy breakfast and lunch at an affordable price and establish in our customer
minds as the most trust worthy in terms of offering hygienic food items who will not only serve
healthy food for them, but also allow delicious and tasty food which will feel them satisfied.

7.7 People

We believe employees are also part of our restaurant, they play an important role. Most of the
contribution will be done by the employees, the internal sales person will take food delivery
by phone or message from facebook it is necessary them to be polite and patients. The external
employees (waiter) will taking order face to face so it is important create a relationship with
customers through personal interaction.

Marketing Manager: Her task to promote through social media and put them on digital
platform. She will be assigned to create new menus and promotional activities to attract more
customers.

Customer Care Officer – She will be assigned to communicate with hospital and customers
to take deliveries, Confirm the delivery. She will communicate on daily basis whenever
required. Their feedbacks, complains should be noted in order to satisfy them.

Officer procurement Manager- He task is to check raw materials item should be checked in
daily basis to ensure the quality and its fresh. He will monitor the activities of the suppliers
from they are providing raw materials and in right order. He will manage everyday expenses.

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8.0 Organizational Plan
8.1 Form of Ownership

 Form of Ownership: The form of our business is limited liability partnership. Total
number of partners will be five.

8.2 Identification of Partners

Name Designation

Mehreen Fatema Chief Executive Officer

Kazi Sumaiya Akhter Chief Financial Officer

Afsana Rashid Head of Marketing

Kazi Sabita Ehsan Head of Procurement

Yasin Arafat Head of Customer Service

Since the pattern of our business is partnership, there will be a written deed, where all the
necessary terms and conditions will be stated. The terms of agreement will include:

 Since all partners are investing equal amount of money, all will have limited
liabilities.
 To bear any loss, all partners shall contribute equally.
 The procedure to be followed if any new partner is added.
 The percentage of ownership belongs to each partner.
 Profit will be distributed among all partners equally and salaries will be based
upon percentage of profit. Percentage of profit will also determine year-end
bonuses.
 All partners will have check-signing authority and control.

 Authority of Principals:
In this statement, the member’s power is decided and stated. In the decision making,
which entrepreneur will have how much power to make a decision is declared here. As
all entrepreneurs have invested equal amounts of money, all will have equal right or

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 decision-making authority. Any decision made by principals will be followed by
signing of an agreement. If any principal’s sign is missing, the decision will be rendered
invalid.
8.3 Authority of Principals

All entrepreneurs are involved in the management of the business, since they all come from a
background that gives them an upper hand in management.

8.4 Team Background

Name Designation Background
Mehreen Fatma CEO She is a current student of North South
University and doing major in Accounting.
She has good leadership skills and ability to
handle any situation.
Kazi Sumaiya Akhter CFO She is a current student of North South
University and doing major in Finance. She
has good knowledge of Microsoft Excel and
strong financial skills such as- decision
making, financial modeling.
Afsana Rashid CMO She is a current student of North South
University and doing major in Marketing and
Human Resource Management. She has
strong communication skills as well as work
experience in marketing firm which makes
her quite good at digital marketing.
Kazi Sabita Ehsan CPO She is a current student of North South
University and doing major in Finance. She
has good operational and communication
skills and a sound finance mind that ensures
efficient management capability.
Yasin Arafat CCO He is a current student of North South
University and doing major in Human
Resource management. He is good at
managing people and has good
communication skills. Also has experience in
working under pressure.

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8.5 Roles and Responsibility
All entrepreneurs will have distinct roles and responsibilities in their respective departments based on
their area of expertise.

a) Management Department:
-CEO: Mehreen Fatma
Menreen Fatma will be working as chief executive officer (CEO) for Crave it! She is
responsible for overall management of the reataurant and development of its strategy. She will
also oversee the implementation of our business’s long term and short term plans and
objectives.

b) Finance Department
-Kazi Sumaiya Akhter

Kazi Sumaiya Akhter will be responsible for handling our finance department. She has
sufficient knowledge in the finance sector As the CFO, she will be engaged in financial
management of the organization. Allocation of funds, financial budgeting and planning at
present and for the foreseeable future will be her responsibility.

c) Marketing Department
- Afsana Rashid
As the head of this department, our CMO, Afsana Rashid will be liable for controlling all
promotional activities of the business. She will make company’s marketing plan and and will
have active participation in setting our menu. As marketing is a critical factor, she will alson
assign jobs to the employees based on their skills accordingly.

d) Procurement Department
- Kazi Sabita Ehsan
As the CPO, Kazi Sabita Ehsan will be responsible for receiving order requirement and managing
inventory levels. She will also be sourcing for prices, maintain relationships with suppliers and
distributors and making procurement decisions. She will also have to deal with safety issues related to
procurement.

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 e) Human Resource Department
-Yasin Arafat Araf
As a Chief Customer Service officer, Yasin Arafat Araf will be accountable for managing
customers of the restaurant. He will ensure all customer needs are met and they are satisfied
while the employees are also motivated and doing their work properly. If any problems arise
regarding customer service and management, he will take necessary steps to sort out problems
and other barriers.

9.0 Assessment of Risk

9.1 Evaluate weakness of Business

i. Very high costs to start with, to provide services for the target customer group.
ii. Since we are providing catering services, it includes high cost of catering the meals.
iii. Catering services are obligatory and essential to do this job in a perfect manner and it
depends totally on the delivery person’s efficiency. Delivery person’s inefficiency can
lead to customer dissatisfaction with our services which may lead to us losing valuable
customers.
iv. Local market is the basic source to collect raw materials of our restaurant business.
Since our business is situated in basundhora which is an expensive area, this makes our
cost go up.
v. Any hazard or accident while preparing the food, such as an explosion or gas-leak can
cause severe/fatal injuries to our customers and employees.
vi. Burns or smoke inhalation can cause staff and customers to suffer serious/fatal injuries
as well.
vii. Another weakness for our business is transportation. Since we are providing delivery
services, to deliver the food to the customer in time, time management itself can be a
challenge due to constraints such as traffic jams which is extensive around our nearest
areas; bashundhora gate, Gulshan, and uttara.
viii. Water is very essential and mandatory for cooking. Water crisis in Bangladesh is one
of the most serious problems nowadays, especially in summer season. So there is a risk
of unavailability of water.
ix. Electricity is also an essential component for our business, without electricity electric
machineries such as oven, electric cooker, lighting is not possible. Loadshedding of

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 electricity is another major concern. If there is too much loadshedding, cooking process
will be hampered which can lead to significant decrease in sales.

x. We have to promote our business on a regular basis, which is expensive as promotions

on a regular basis also have significant monetary costs.
9.2 New Technologies
i. Customer will have Facing Tabletop Tablets that display our digital menu and allow
customers to place and send their orders directly to the kitchen.
ii. We are providing online ordering services. By online ordering customer can order extra
products, which will lead to higher sales. Ordering items will be more accurate and
efficient because all the data will be recorded automatically. We can also track the data
of our regular online customers and give them various customized offers that attract
them to buy from us.
iii. Email Service- We can send promotional emails to our customers regarding our
upcoming orders, events and specials.
iv. Wi-Fi - Free wi-fi is one of the restaurant technologies that will enhance the number of
customers and lead to higher sales revenue.

9.3 Contingency Plan

i. If our business does not work properly then we will add lunch items further in our restaurant
menu.
ii. Since the prices of the necessary materials are quite high in the bashundhara bazar, we can
select other areas to collect these from, eg. khilkhet(nikunjo) whole-seller bazar.
iii. To minimize the risk of injuries of chef or line cooks we are providing appropriate
equipment or tools as well as heat protection gear such as potholder. Such safety measures
will be taken.

iv. In catering services, the order delivery might be delayed, so we will deliver the product by
measuring the road condition/ traffic news, checking if there is any traffic jam or not. And
we will make sure that our customers are notified accordingly and properly compensated
for any mistake on our part.

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v. Somehow if a customer is dissatisfied with the meals which are delivered, to make up the
inconvenience we will offer discount on the specific product or service.
vi. We will provide the list of nutritional details about food items on the menu, in a separate
handout, or on our website. This is especially helpful for health-conscious customers as
they often wish to stay well informed.

10.0 Financial Plan

As we are fresh business graduate and bank will not be felt secured to provide us loan because
it will be very risky for them. So, initially we would like to start our business with personal
fund. Each member in our business will provide TK 4, 00,000 as capital for the first year of the
business. So our total initial investment is TK 20, 00,000.

We assume that we will maintain our further capital requirement with our retained earnings
which will be come from our net income and it will help us to run our business properly.

10.1 Assumptions
We assume that sales volume will increase 10% every year.

Income Statement:

1. We assume sales revenue according to our assumption of consumption per day and
selling price.
2. Cost of goods sold come from the cost to make those product and consumption per day.
3. We assume operating based on the cost of Bashundhara such as utility expense, rent,
fuel expense, water etc.
4. According to the tax of food and beverage, we use 10% as tax in our business.
If our assumption of consumption per day we have predicted does not go it likes, then to prevent
from wastage we will make limited meals if it exceeds than expected consumption then will
call supplier raw materials on time as we have a list of contacted suppliers who will deliver on
time if consumption exceeds in certain time in the restaurant.
Balance Sheet:

1. As our business is restaurant business most of our current asset kept as cash as we need
huge disbursement throughout the year. From our sales revenue, we will take 70% in
cash and 30% in account receivable.
2. Our fixed asset consists of oven, pan cake maker, mixture machine, chair, table,
wallpaper and wooden floor mate.

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 3. Depreciable fixed asset will depreciate 10% as straight line depreciation method.
4. Our inventory consists of ingredients which we need to make our food.
5. We will pay our cost 50% in cash and 50% by accounts payable.
6. Invested amount by all the equity holder is 20 lakhs.
7. We will keep 50% as retain earning from our net income every year for further
reinvestment.

Cash flow projection:

1. The only source of cash inflow is sale of our daily item which consist of A/R and cash.
2. The major cash disbursement is the payment for the ingredients and equipment and
inventory purchase.
Break even analysis projection:

1. Our fixed cost consists of rent, salary, electricity bill, water bill, cleaning expense and fee for
Duronto Express
2. Variable cost consists of the ingredients we need to make our food such as flour, vegetable oil,
fruits, sugar, eggs etc.

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 10.2 Pro Forma Income Statement

Pro-forma Income Statement

Year 2019 2020 2021 2022 2023

Sales 9095800 10005380 11005918 12023356 13323851
Cost of goods sold 6648475 7313323 8044654.75 8849120 9734032
Gross profit 2447325 2692058 2961263.25 3174235 3589818
Operating expense:
Salary and wages of employment 1104000 1214400 1335840 1469424 1616366
Water 3000 3300 3630 3993 4392
Electricity 7000 7700 9200 10700 12200
Fuel expense 3000 3300 3630 3993 4392
Insurance expense 25000 25000 25000 25000 25000
Advertising expense 10000 0 0 0 0
Rent 360000 396000 435600 479160 527076
Depreciation on equipment 20560 15560 15560 15560 15560
Cleaning expense 84000 92400 101640 111804 122984
Miscelaneous expense 24000 26400 29040 0 0
Total operating expense 1640560 1784060 1959140 2119634 2327971
Earning before tax 806765 907998 1002123.25 1054601 1261847
Tax 121015 136200 150318 158190 189277
Net income 685750 771798 851805 896411 1072570

Dividends 342875 385899 425902 448206 536285

Retained Earnings 342875 385899 425902 448206 536285

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 10.3 Cash flow Projection
Proforma
Cashflow
Statement
2019 2020 2021 2022 2023
Cash flow from operating activity:
Net income 690000 771798 851805 896411 1072570
Depreciation 20560 20560 20560 20560 20560
Increase in current asset -400000 -500000 0 0 0
Increase in A/R 371260 212874 234161 257578 283335
Increase in inventory 200000 60000 66000 72600 79860
Increase in A/P -724238 332424 365666 402233 3324238
Cash provided in operating
activities 157583 1351908 937870 989026 4054172
Cash flow from investing activity:
Capital expenditure 1594400 205600 0 0 0
Cash flow from financing activity 0 0 0 0 0
Net increase in cash -1436818 1146308 937870 989026 4054172
Cash at the beginning of the year 1500000 63183 1209491 2147361 3136387
Cash at the end of the year 63183 1209491 2147361 3136387 7190559

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 10.4 Pro forma Balance Sheet

Pro-forma Balance Sheet

Year 2019 2020 2021 2022 2023

Assets
Currrent Assets
Cash 4377570 12014100 11818065 11704168 11754524
A/R 2128740 2341614 2575775 2833353 3116688
Inventory 600000 660000 726000 798600 878460
Other current asset 500000 0 0 0 0
Total Current asset 7606310 15015714 15119840 15336121 15749673
Fixed asset:
Equipment 205600 185040 205600 226160 205600
Depreciation 20560 20560 20560 20560 20560

Total fixed asset 185040 205600 226160 205600 226160

Total asset 7291350 15221314 15346000 15541721 15975833

Liabilities & Owner's Equity

Non-current liabilities
Long-term debts 0 0 0 0 0
Total non-current liabilities 0 0 0 0 0
Current liabilities
A/P 3324238 3656661 4022327 4424560 4867016
Other current liabilities 3324238 3656661 4022327 4424560 4867016
Total current liabilities 6648475 7313323 8044655 8849120 9734032
Total liabilities 6648475 7313323 8044655 8849120 9734032
Owner's equity:
Capital 300000 2000000 2000000 2000000 2000000
Retain earnings 342875 385899 425902 448206 536285
Total Owner's equity 642875 2385899 2425902 2448206 2536285
Total liabilities and owner's equity 7291350 9699221 10470557 11297326 12270317

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10.5 Breakeven Analysis

Break even analysis:

Fixed cost/Selling price-variable cost

==212000/ (1590-203)

=153

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10.6 Sources of Application of Funds
Since we will be going for self-funding instead of debt financing so we don’t have to pay other
interest, each partners will contribute equally with taking loans so for which our risk will
reduced and don’t need think much more for our sources of funds.

Conclusion
To conclude our business plan, we can state that we will be investing quite a significant amount
by ourselves which will be beneficial for us in long run. This will reduce our risk in terms of
interest payment or they will no other investors or equity partner. While for like every startup
business we will face difficulties to grab attention of consumers as it is totally a new concept.
We are optimistic for our business as we believe in dedication and hard work which will allow
us to gain profit in future. Our target customers will help us to secure a position in the market
as the pioneers of this sector of the service industry.

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Appendix

LEASE AGREEMENT

This Lease is made on

BETWEEN
(LANDLORD)
Address: Ka-54/3, Bashundhara Rd Dhaka 1229
AND
(CRAVEIT)
1. PROPERTY: CRAVEIT and LANDLORD , both of them accepts to rent each other.
2. TERM: The term of this lease is to pay advance 50% of the actual price. Rent is 30000
taka and 50% of the 50000 will be paid in advance. The LANDLORD couldn’t provide the
right to use the premises to CRAVEIT at the beginning of the Lease. The amount of Rent is
based on the date when the agreement is done all the rights to use the premises are included
for CRAVEIT. CRAVEIT will reject the lease if the LANDLORD couldn’t give the right of
the premises within 30days.
3. RENT: CRAVEIT accepts to pay 30000 taka as rent, to be paid as follows:
50% of the rent must be paid in advance. If payment is given more than five days late, then
1000 taka for late fee should be paid. . This fee is included in monthly payment only if rent is
given late.
4. SECURITY DEPOSIT: CRAVEIT should deposit the sum of 30000 taka with the
LANDLORD as security deposit and all the conditions of this lease will be compiled by
CRAVEIT. There will be a security deposit account for CRAVEIT where the money will be
deposited. Within 30 days, LANDLORD will return the deposit after the end of lease if the
CRAVEIT compiles the terms of this lease. Security deposit will be used by LANDLORD to
pay for any damages of the premise if that is caused by CRAVEIT. LANDLORD has the
priority to Lease termination and can use the security deposit. LANDLORD claims that
CRAVEIT to replace the number of security deposit by LANDLORD. If property is sold by
LANDLORD, LANDLORD will be able to transfer the security deposit to future owners that
will be good for CRAVEIT.
The LANDLORD will inform the CRAVEIT if any security deposit is sold or transferred by
LANDLORD. All the liabilities of the return of the security deposit will be released by
LANDLORD.

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5. LANDLORD'S AGENT: On the behalf of LANDLORD, all the person(s) should
manage the premise that is authorized by LANDLORD.
6. UTILITIES: Water and Sewer Electricity, Garbage removal, Gas and Oil are the utilities
that will be paid by CRAVEIT.
7. PAYMENTS BY LANDLORD: LANDLORD has to take strict measures and include the
cost of attorney fees paid by CRAVEIT if the terms of the lease is not compiled.
.8. DESTRUCTION OF PREMISES: If the premise is destroyed without any fault of
clients or workers of CRAVEIT, then the Lease will stop and CRAVEIT has to pay for the
rent on the date of destruction.
9. INTERRUPTION OF SERVICES: The LANDLORD is not blamed for any trouble or
interruption of services due to repairs, developments or for any cause beyond the
LANDLORD’s
monitor.
10. COMPLIANCE WITH LAWS: All the laws, order, rules and regulations of
government and insurance companies regarding the policies for the covering to the premises
must be compiled by CRAVEIT.
11. SUBORDINATION: This Lease and CRAVEIT's rights are subject and subordinate to
present and future home loans on the property which incorporate the premises. LANDLORD
may execute any papers for CRAVEIT's benefit as lawyer in reality to achieve this.
12. HAZARDOUS USE: CRAVEIT won't keep anything in the premises which is unsafe,
combustible, hazardous or which may build the threat of flame or some other risk, or which
would expand LANDLORD's fire or risk protection.
13. INJURY OR DAMAGE: CRAVEIT will be in charge of any damage or harm caused by
the demonstration or disregard of CRAVEIT, the representatives or guests of CRAVEIT. The
LANDLORD isn't in charge of any damage or harm except if because of the carelessness or
ill-advised lead of the LANDLORD.
14. RENEWALS AND CHANGES IN LEASE: Upon termination of the rental term
accommodated over, this rent will naturally reestablish itself, uncertainly, for progressive
multi month time spans, except if changed by the gatherings. The LANDLORD may change
this rent or offer CRAVEIT another rent by sending to them a duplicate of the proposed
changes or a duplicate of the new rent. In the event that adjustments in this rent or another
rent are offered, CRAVEIT must tell the LANDLORD of the Occupant's choice to remain
inside thirty (30) days of the date the proposed changes or the duplicate of the new rent is
gotten by CRAVEIT. On the off chance that CRAVEIT neglects to acknowledge the rent
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changes or the new rent inside thirty (30) days of the date the proposed changes or new rent is
offered, the Inhabitant might be expelled by the LANDLORD, as accommodated in New
Jersey law.
16. NOTICES: All notification given by this Lease must be composed and conveyed by and
by or by ensured mail, return receipt asked for, to the gatherings at their addresses recorded
above, or to such different location as the gatherings may now and again assign. Notification
to the LANDLORD must likewise be sent to the LANDLORD's operator recorded above
(assuming any).
17. SIGNS: CRAVEIT may not put any sign or projection, (for example, a T.V. or then again
radio receiving wire) in or out of the windows or outsides of the PREMISES without the
LANDLORD's earlier composed assent.
18. VALIDITY OF LEASE: If a proviso or arrangement of this Lease is legitimately
invalid, whatever is left of this rent stays basically. On the off chance that a statement or
arrangement of this rent is vague, and it might be translated in a way either predictable or
conflicting with existing law, it will be deciphered in a way predictable with existing law.
19. TENANT'S ACKNOWLEDGMENT: CRAVEIT recognizes having the majority of the
terms also, states of this rent and the appended principles and directions. Inhabitant
recognizes that no oral portrayals have been made to him by the LANDLORD or the
LANDLORD's agent(s) other than the portrayals contained in this Lease. CRAVEIT
recognizes that he is depending just upon the guarantees and portrayals contained in this
Lease.
20. ENTIRE LEASE: All guarantees the LANDLORD has made are contained in this
composed Lease. This Lease must be changed by an understanding in composing by both the
TENANT and the Landowner.
21. SIGNATURES: The LANDLORD and CRAVEIT consent to the terms of this Lease. In
the event that this Lease is made by a company, its appropriate corporate officers sign and its
corporate seal is fastened.

Date 1 Janauary,2019

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