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Entrepreneurship
Submitted to:
Mr. Irfan Bandukda
Submitted by:
Ali Raza
Huzefa Mehtaji
Arshad Nisar
Faisal Khan
IQRA University
Defence view, Shaheed-e-Millat Road Karachi
DATE: 01TH
Aug, 2011
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SWOT ANALYSIS
Strength
Huge market of direct and potential customers.
We are located close to our major market that are food streets. We have experienced professionals for preparing salads all kinds. Dedicated workforce
Weaknesses
Our product is a perishable item having little life. We have few competitors, which are selling product like ours. Due to the hot and dry climate heavy expenses are incurred to maintain freshness. We heavily depend upon supply chain management.
Opportunity
People are taking interest in having salad as a part of their meal and also enjoy eatingit just alone.
Karachi has a busy life so people are going for items that ready to eat. People are becoming health conscious so we have separate items for them. Consumption chances are high. Food is eaten 3 times a day and 21 times a week. Food is a habitual buying item so people are will to pay high to have something
different.
Mostly salad is eaten with dry dishes.
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Threat
Our budget is little so we have a threat that competitors can easily copy our idea. Traffic jam is an important issue frequently occurring in Karachi. Power break down, inflation are our major issues of concern.
Products, Services or idea
We have wide range of multiple salads. We are selling it to restaurants. We are taking orders in bulk We take monthly orders and we supply on daily basis. We will have salads bars in major food streets.
Geographic Region
Nazimabad Gulshan-e-Iqbal Bahadurabad Burns Road Food Court ( Natty Jetty Bridge)
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Company Name:
Salatah
The name of our company is SALATAH. Salatah is a Persian word which means salad. The
reason behind choosing this name is that it sounds good and attractive. In Persian salad is also
used as a part of meal. Sometime people use it as a meal as well.
Nature Of Business:
PartnershipNature of business of our company is Partnership
Vision:
Our Company vision is to maintain profit by providing fresh salads to customers at reasonable
cost and topromote a healthy lifestyle
Our vision captures the essence of who we are. Everything we do flows from our vision. We just
don't happen to be a business that sells food; it's what we're all about. Our vision is about
meeting consumers' needs and making food an easier, healthier, more enjoyable part of life.
Our vision tells the world our employees, customers, consumers and the communities where we
make and sell our products, what we care about. It captures the importance of health and
wellness, but it also embodies all the ways we can eat and live better, such as the enjoyment of adessert, the convenience of a microwave meal, the safety and value of our products and the
services and solutions we provide.
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Mission:
To provide customers a freshest salad ingredient in a casual and comfortable environment
Its not just providing food and to take profit but to make environment better by making humanlife healthier, by providing Freshest Salad make people healthier and make them feel good.
Long Term Objective:
To be one of the biggest Salad selling sector around the world.o Our first five year milestone is to cover all major areas of Karachio Next five years milestone would be to enter and capture major areas of Lahore.o After ten year we are planning to at international level.
Company Value:
Customers health, comfort, Quality services are number one to us We believe in giving respects to employees as we want them to give respect to customer. Surviving into a Market is to make a reasonable profit.
Customers Analysis:
Our Customer Analysis section of the business plan assesses the customer segments that we
serve. We analyze our customers:
Identify target customers
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Identifying the characteristics of those segments Convey and satisfy the needs of these customers
The first step of our customer Analysis is that we have identified our targeted customers and then
further analyzed on the basis of their demographic variables.
Customer Segment
1. Identify target customers
We analyze our target customers who are measurable, accessible, durable, and profitable. We
further analyze our customer on the basis of:
We have also analyzed the customers on the basis of their demographic variables such as, family
life cycle (young, older, married with children),
Age : Every who grows teeth enough to chew can eat. And who so ever can pay for it can eat our
salad.
Income matters: 15000+
Youth now a day is really health conscious + they usually go out to try new stuff.
House wife will have a helping hand in the kitchen as a ready made item will be their.
Psychographic variables,
Like Social Classes (Middle Class, Upper Middle, lower Upper.
Behavioral variables, like (occasions). Like wedding
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Geographic segmentation
We analyzed our target customers on the basis of geographical factors such as population, fast
food areas like Gulshan-Iqbal, Bahadur-Abad, Nazim-Abad. In these areas we further divide the
target market according to the specific customers like restaurants, catering houses and general
publics.
2. Convey the needs of these customers:
After the identification of the target market, we meet the needs of the customers in three different
ways.
Customer benefit. Customer profile. Market customer
Customer benefit:
Our product brings benefit to the customers in the form of value. The customer benefit is not the
Unique Selling Advantage (USA). The customer benefit is included in the USA, but it focuses on
the point of view of the customer and not of the investor. It implies that we put ourselves in the
shoes of the customers. It means that the customers benefit is a more precise concept than the
USA. There are two types of customer benefit: Functional and psychological benefits.
Functional benefits: Functional benefits include factors like time, money, duration. We are very
conscious about the functional benefit; our product is cost effective in term of price, delivery
time and monthly base order.
Psychological benefit: A psychological benefit gives to the customer a pleasant feeling such as
healthy meal, pleasant and so on.
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Customer Profile:
Our customer profile describes the characteristics of the customers who could really benefit of
our product. This include
Business to business: The main characteristics are the company size, the products, and the
location and so on. So we describe the required customer profile according to our product.
Social characteristics: Middle and upper-middle class.
Geographical area: Gulshan-Iqbal, Bahadur Abad, Nazim Abad.
We concentrate on all these characteristics in order to collect information so that to channel
effectively and satisfy our customer needs accordingly.
Market Customer: Knowing the customer profile, we group all the persons sharing the same
profile: It is our market customer.
Pricing strategy:
Our pricing strategy is Market Penetration Pricing Strategy. Since we are new in the market
so we have kept our initial product price low in order to penetrate in the market and gain the
market share. Once this is achieved our price will be raised reasonably.
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Unit Costing:
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Product Description:
Our product which we are selling is Salad. Why we choose salad is because its a meal which
acts as an Appetizer salads, light salads (Side salads), main course Dessert salads.
Its a cold dish of various mixtures of raw or cooked vegetables, usually seasoned with oil,
vinegar, or other dressing
A mixture containing a specified ingredient dressed with mayonnaise
At the start of the business we are catering with only 4 types of salad
Green salad { kachumbar} Fruit saladItalianStyle PotatoSalad PastaSalad
Mostly home made item but enjoyed at outdoor due to its variants
Eating fresh vegetables and fruit was always good for health. But now you can mix health with
your own sweet and saltish taste wise.
Salads was mostly concern with health but due to its current emerging varieties its the buzz of
the day.
Further product description is that;
Garden Salad:
A garden salad (also green salad or tossed salad) is a salad consisting mostly of fresh
vegetables. The base for the salad is greens such as lettuce.
The garden salad is served with a dressing, such as ranch dressing, honey mustard, Italian
dressing, Thousand Island dressing, French dressing, or blue cheese dressing.
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Fruit salad:
Fruit salad (also called Macedonia) is a dish consisting of various kinds of fruit, served in a
liquid, either in their own juices or syrup. In different forms fruit salad can be served as an
appetizer, a side-salad, or a dessert. When served as an appetizer or as a dessert, a fruit salad is
also known as a fruit cocktail. It must have a minimum of three fruits to make it a fruit salad.
Italian Style Potato Salad:
Potato salad is a dish made from potatoes, Potato salad is often served with barbecue, roasts, hot dogs,
fried chicken, hamburgers and cold sandwiches. It is generally considered casual fare, and as such is
typically served at picnics, outdoor barbecues, and other casual meals and events.
Sweet and Sour Pasta Salad:
Pasta salad is a dish prepared with one or more types of pasta, usually chilled, and most often
tossed in a vinegar, oil or mayonnaise-based dressing. It is typically served as an appetizer or a
main course.
Promotional Strategy:
We will be use Push Strategy to promote our products; we will use our company's sales force andtrade promotion activities to create consumer demandfor a product.As we are new in market we
have to promote our product by push promotional strategy so as to aware them about our
product.
Distribution Strategy:
We will be using Exclusive distribution in order to do an extreme form of selective distribution
in which we our selves will be wholesaler, retailer or distributor in a specific geographical area.
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Marketing Cost:
Marketing Cost
Cable TV Cost
Per Month Cost Months Total Cost
10,000 3 30,000
Brochure CostBrochure Unit
Cost Quantity Total Cost
Circle 3 5000 15000
Rectangle 2 5000 10000
25,000
Public Relation:
Public relation is field of maintaining public image for busineses.It is used to build a rapport with
customers,employees,investor, voters or general public. Public relations provides an organizationor individual exposure to their audiences using topics of public interest and news items that
provide a third-party endorsement and do not direct payment. Common activities include
speaking at conferences, working with the media, crisis communications, social media
engagement,and employee communication.
A public relations campaign may be the best way to kick start the New business.It can help reach
the target customer effectively. The best part is that it does not cost the entrepreneur too
much.An entrepreneur can approach a public relations specialist to guide the campaign for a new
business. However, a small business owner may decide to write a press release and send it to the
local newspapers on his own.
The first step in creating a successful public relation campaign for the new business is by
determining the target market area. An entrepreneur will usually first try the traditional avenues
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such as weekly newspapers, daily newspapers, regional business journals, free about-town
advertising fliers and chamber of commerce newsletters. A lot of entrepreneur are now diveting
into newer mediums for public relations such as podcasts and blogs.
Radio and television are also important markets for broadcasting public relations messages. A
new business owner should try to get the message aired during the news reports on local
television networks.
More recently in public relations, professionals are using technology as their main tool to get
their messages to target audiences.The main thing is been done by us to use technology as a
medium of getting message to a target audience.The medium that we are using sending direct
messages to attract customer are,
Annual Report Brochures Social Network
Business Networking:
Many business people contend business networking is a more cost-effective method of
generating new business than advertising or public relations efforts. This is because business
networking is a low-cost activity that involves more personal commitment than company money.
As an example, a business network may agree to meet weekly or monthly with the purpose of
exchanging business leads and referrals with fellow members. To complement this activity,
members often meet outside this circle, on their own time, and build their own one-to-one
relationship with the fellow member.
Businesses are increasingly using business social networks as a means of growing their circle of
business contacts and promoting themselves online.
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We are using Online business networking and also face to face business networking in
promoting business and growing business circle of contact. Now adays as busineess are
expanding globally social networs are the easier mode to keep in touch with other contacts
around the world.
Word of mouth:
Word-of-mouth promotion happens whenever one person tells others about the activity being
advanced.Word of mouth refers to oral communication and the passing of information from
person to person.
we advertises our product through word of mouth in such a way not only we are explaining
people about products features, at the same time,by building a strong relationship with customers
whem they become satisfied they can advertise our product to their friends and family.
We use following methods to efficiently advertise our product through word of mouth:
Educating people about our products and services Identifying people most likely to share their opinions Motivating friend circles to spread the information about the product Concentrating on social networking
Publicity:
Publicity is the spreading of information to gain public awareness for a product, person, service,
cause or organization, and can be seen as a result of effective public relations planning. Product
publicity is when an organization attempts to attract public interest about a product that it offers.
Publicity falls under the giant umbrella of promotion, which is a component of marketing. Other
elements of promotion include advertising, sales promotion, and personal selling.
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We publicize our product through different ways
Conduct a poll or survey Send letters or place leaflets offering a discount on doorsteps Direct mail is another useful tool Talk show interview
Business Structure:
The nature of our business is partnership, where we are four partners. Each partners invested
equally in the business.
Organogram of the business
PRODUCTION DEPARTMENT
Head of Production/ Procurement Mr. Ali Raza
BRANCH-A BRANCH-B BRANCH-C
PROCRUTMENT DEPARTMENT
MARKETING
DEPARTMENT
(SALE/DISTRIBUTION)
ACCOUNT
DEPARTMENT
Branch-A Branch-B Branch-C Branch-A Branch-B Branch-C
Head of marketing
Mr. Faisal khan &
huzefa
Head of Account
Mr. Arshad Nisar
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Production Department:
In each production department in different locations we have three employees. One is an
experienced chef and the other two are assistants. So the total employees in three branches are 9
employees, 3 employees are chef and remaining 6 employees are assistants. The salary of chef is
Rs.15000, while the salary of assistants employees is Rs.9000.
Procurement Department
In procurement department we have only 2 employees. Whose duties are to purchase the raw
material from the whole sale market and supply it to branches. The salary of employee + driver is
Rs.8000 while the salary of another one is Rs.5000
Account Department
We have three account departments for all the branches. Which keep the record of all the
accounts of each branch.
Marketing Department
We have separate marketing department for each branch. Each branch has 3 employees one is
head and two are the assistants. The duties of the employees are to bring the contracts, sale and
distribution of the products. The head is paid Rs. 12000, while the others are paid Rs.7000 .
Hiring Phase Plan:
Hiring Process: the hiring process of our company is not as complex as of thoseMNCs. A sample ad is given in news paper and TV Cabal. The applicants are directly
interviewed by the Mr. Ali Raza HOD. He makes the decision of selection and hiring.
Hiring Phase Plan: The hiring phase plan is mad in away that we have divided the hiringplan in three different phases:
I. Hiring Employees in the initial stage of the business.II. Hiring Employees in the period of marriages, like in the month of Sep-Nov, In
Ramzan.
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III. Hiring on Contract Base for Huge or grand events. We hire employees on dailywages basis.
HR COSTING:
Our HR cost only involves hiring cost of the employees. We dont have any HR cost like
absenteeism, employees turn over etc. The only HR cost are:
Marketing Department
No ofemployees
Basic Salary ofNew employee
No ofBranches
Commission2% of sale
TotalAmount
3 12000+7000+7000 3 78000
Recruitment Cost
News
paper
Time
duration
Total
Amount
News Paper Cost Jang 1 day 4000Cabale Cost Tv 1 day 350 4350
Production DepartmentNo of
employees
Basic Salary of
new employees
No of
Branches
Total
Amount
4 15000+9000+9000 3 99000
Procurement DepartmentNo of
employeesBasic Salary ofnew employee
No ofBranches
TotalAmount
2 8000+5000 1-3 13000
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Total HR cost= Rs.224350
Job Analysis:
We designed our job analysis in a way where it can help us to identify and bring experienced,
skilled and required employees to the firm. There are two statements that help us
Job specification Job Description
Job specification:According to our job specification, an applicant must be
intermediate passed cookingdiploma is preferable Two years of Experience in relevant field
Job Description:
Skills and Specifications
Must have a passion and love for food Excellent communication skills both written and oral Public relations skills Excellent management and organizational skills Works well under pressure Good attention to detail
Account DepartmentNo of
employeesBasic Salary of new
employeeNo of
BranchesTotal
Amount
3 10000+10000+10000 1-3 30000
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Duties and Responsibilities
Determines the ingredients and equipments to be kept in the kitchens inventory Decides the specials and the menu in general Decides on the portions of food to be served to the customers Determines which garnishes are to be used on the food Supervision of all kitchen staff Recruitment and training of kitchen staff Plans the menus Supervises inventory and stock control Ensures that health and safety standards are maintained in the kitchen
Reviews the daily roster of the different tasks in the kitchen Distributes kitchens tasks to the employees
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Profit and loss Statement:
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Profit and Loss Statement (Monthly)
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Cash Flow Statement:
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Cash Flow Statement (Monthly)
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Balance Sheet:
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Source of funding:
Template:
At the title page our template is clearly visible. Why we have chosen this template is because its
design and color, it contains Green and White color.
Green, our salad main raw materials are vegetables and they are represented by green color as
most of the vegetables are green.
White color, generally known as the symbol of peace. The link between white color and our
salad is that salad is a food item and People like to eat food in a clam and quiet place because
they want peace while eating, so this is how white color suits our background.
The abstract in green color, it looks like a splash. When where splash comes in your mind
generally water comes in before eyes and water is connected to freshness mostly. So thats how
the picture is also related to out salad and its Logo eat fresh be fresh.
Our logo is a part of our template so its in the template.
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Website Plan:
Name of the website:
www.salatah.com.pk
Contents of the website:
Home: On home, we will place 5 pictures as slides, we will also be placing pictures of our
products in with short description and price. Moreover, we will also place specials of the week
on bottom.
Menu: Menu section will contains all the products and their description along with prices. Menu
section will also be having an announcement section where we will be announcing our new
products.
Blog: It will contain blogs, comments of consumers, investors and many people all around the
world. It will also contain section of events and news.
Gallery: We will put images of our products as well as some images of our visitors in gallery
section.
Contact: Maps of our shops will be placed in this section, along with Address contact numbers
and contact form as well.
About us: In about us section we will place our group introduction, what we are, our mission
statement and mission statement.
Order Online: Customer can order online through website or by phone. They can also check the
name of delivery boy and the time required to deliver.
Franchise: Investors interested in doing business with us can also submit franchise application
on our website.
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Press: In press section, we will place our ads and videos posted on different Medias and reviews
on these ads and videos.
Loyalty Card: Loyalty card gives discount to consumers. Visitors can activate their card on
website and can know the discount rates offered during different times throughout the year
Bottom section on all pages: In bottom, we will place recent 2 blogs, links to the page of
Salatah to social networking sites like Facebook and Twitter. We will place a link of a page,
which will show direction to our shops. We will also place Working hours of our shops at
bottom.
Professional Organization Membership:
As our business is Food related business so that why we are affiliated with Pakistan Food
association, through PFA platform participants can share knowledge, develop synergies to
optimize business opportunities, they can seek collective business possibilities, rationalize legal
and regulatory regimen. PFA was formed with an objective to optimize food and food related
business both locally and internationally. PFA is a collective representation of food and allied
industry the association represents number of food entrepreneurs, major chains, manufacturers,
producers, importers, exporters, distributors and other food professionals. PFA will hold series of
events, seminars, workshops and filed trips to share knowledge and to provide networking
opportunities. PFA local and international members can share information about suppliers,
manufacturers, distributors, importers and exporters. More than 100 members are associated with
Pakistan food association which includes National food limited, Student biryani etc
How: To become a member of PFA requires certain documentation to be filling out and to
standardize the business practices according to what is required to become member.
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Where:
Address: 4th Floor, Park Tower, Shahra-e-Firdousi, Clifton, Karachi.
Phone: 32416246-32427150 - Fax: 32420018
Email: [email protected]
Cell: 0333-3830231
When: When to become a member of PFA, it depends on how much you standardizing and
practicing the business it could be after One year two year. What we have planning is to become
an n official member after one of establishing a business.
Why: Because it enhances governmental participation and promotion of the industry, including support
for local and foreign investment. To ease and make favorable, the regulatory and compliance framework,
for the industry, for bringing matters of concern and critical issues to the governments preview. It will
also support and facilitate the members to learn and adopt standardized business practices and system
including ISO9000, 22000, HACCP, 14000, TQM, etc.
Milestone:
From start we decided to rent a place from where we operate our business, It would be for five
years afterword after getting profits in five year we shall go to buy a place. By starting a business
the hiring phase of employees would take less than one months. Our starting five years milestone
is to cover all major areas of Karachi after five years our focus would be to capture major ares of
Lahore.