In&outwich shop business plan

IN&OUTWICH

Your health is what we Value

PURPOSE

The purpose to start this business is to serve people of new era with a different and the

most competitive style. We want to help those people who could not spend time in their busy

schedule to take healthy food by diet sandwich which is 100% nutrient, organic & healthy.

The prime purpose is to generate profit by providing superb customer services. We aim to be

leader in providing quality food items that fit into a balanced diet. Our aim is to provide the

hygienic and delicious tastes of sandwich that the customers have never tasted before. We want

to add convenience in the lives of fast food lovers by providing them the most wonderful

dining experiences.

THE RESTAURANT INDUSTRY - REVIEW

Food service business is one of the largest industries in the country. This number has

been increasing for the past seven years. In the past five years the restaurant industry has out-

performed the national GNP by 40%. Lifestyle changes,

1) economic climate, and

2) Increase of product variety.

There are 600 new restaurants opening every month and over 200 more needed to keep pace

with increasing demand.

TRENDS & STRATEGIC OPPORTUNITIES

The predicated growth trend is very positive both in short and long-term projections.

As modern living creates more demands, people will be compelled to eat more meals away

from home”.

The forecasted how the industry might look in the year 2011. Some highlights from the panel's

findings:

Consumers will spend a greater proportion of their food away from home.

Independent operators and entrepreneurs will be the main source of new restaurant

concepts.

Nutritional concerns will be critical at all types of foodservice operations, and food

flavors will be important.

Environmental concerns will receive increased attention.

WHO EATS FAST FOOD

The food concept and product image will attract majority of the

The student -- more and more young people have developed healthy eating habits.

Some also go through a "health food phase" while in college.

The health conscious person of any age or sex -- this includes anyone on a restricted or

prescribed diet or those who have committed to a healthy diet.

Curious and open-minded -- "if you try it, you will like it." Through marketing,

publicity, and word-of-mouth, people will seek out a new experience and learn that

nutritious food can be tasty, fun, convenient, and inexpensive.

WHEN DO PEOPLE EAT FAST FOOD

Lunch (44%)

Morning snack (40%)

Afternoon snack (31%)

Dinner (19%)

Evening snack (14%)

Breakfast (12%)

The average person (over the age of 12) eats at a fast-food restaurant for an average of 9.2

times monthly.

PROPOSED BUSINESS LEGAL STATUS

Although the legal status of business tends to play an important role in any setup, the

proposed fast food business is assumed to operate on a partnership of 5 members which may

extend in case of addition of new products that might add significant Business to the existing

setup.

INDUSTRY ANALYSIS

Although the restaurant industry is very competitive, the lifestyle changes created by

modern living continue to fuel its steady growth. More and more people have less time,

resources, and ability to cook for themselves. Trends are very important and we are tasking

interest to provide lighter, healthier foods at moderate to low prices.

The keys to success in achieving our goals are:

Product quality. Not only great food but great service and a fun-entertaining

atmosphere.

100 % organic food

Growing own vegetables in the near future

24 hours service & take home delivery

Alliances with banks, telecommunications companies & other companies

Full customization of sandwich for each individual

Special packages for students, working people etc

Online ordering system and cell phone application for menu and GPS locations

Order tracking

Managing finances to enable us to open new locations.

Controlling costs.

Focusing on themes that have customer appeal.

Creation of spectacular design and layout at each facility.

Critical Success Factors for the local sandwich shop could include:

Establish and maintain an exclusive relationship with a baker to supply on a daily basis, 6

days per week, a range of specialty and exclusive breads baked according to proprietary

recipes

Purchase an extensive range of high quality meats, cheeses, fruits & vegetables

Recruit and train:

Friendly people with the right attitude to the customer (‘the customer is always right’)

Highly efficient, creative people who enjoy making the best sandwiches for customers

Encourage innovative product suggestions from customers and staff

Charge a premium price but one which, together with the product and the service, ensures

customer value-for-money

Promote, make and serve fresh, exclusive, attractive, tasty, well-presented sandwiches

always.

OPERATIONS PLAN

Fast food is the term given to food that can be prepared and served very quickly. While

any meal with low preparation time can be considered to be fast food, typically the term refers

to food sold in a restaurant or store with fast preparation and served to the customer in a

packaged form for takeout take-away or can be consumed at the store or the restaurant.

The operational plan is an essential component to our business plan and it tells the

reviewer how we are going to get your product/service out to market. That is, how we are

going to get your product out of the production stage to the doorstep of you target customer.

Speaking about our outlet, we have three sections in total in our store, which will be catering to

different kinds of customers according to their taste and preferences.

We have positioned our products/store as value for money and quality fast food but at

the same time we are not serving our customers, we want our customers to help themselves

this strategy will also work as word of mouth promotion where the experienced customers will

tell new customers creating a unique interest in the minds of potential customers.

PRODUCTION PROCESS

Preparing a Sandwich

Since it’s a fast food which can be prepared very quickly as half of the things used to

produce something is already ready or prepared now preparing a Sandwich will start with

having all the necessary vegetables on its place which means having our inventories on place,

then the process of making the food that’s the sandwich will start followed by the Finished

product that’s sandwich having Inventories On place Work in Progress Finished Product In

order to meet the demand of inventories which we will be having we will be using sum of the

production operation techniques which will see that we are making optimum utilization of

resources and minimum wastage.

Manufacturing Plan

Once an order is received, the associate behind the service counter will begin to

assemble the customers order based on the sales data which will be displayed on a monitor.

Each associate behind the service counter will be responsible for a certain aspect of the

assembly line such as; placing the necessary ingredient in the bread, adding the required

condiments, and making sure the meal is properly wrapped before delivery and set on a serving

container. The assembly line will have placards or assembly instructions showing how each

meal should look and what condiments need to be on the sandwich. This will ensure that each

sandwich is done the same and will maintain quality. There will also be an associate in the rear

of the kitchen who will supply the production line with more products.

Production process flow

Raw Materials Cutting Mixing Filling Serving

IN&OUTWICH has found something that allows us to improve quality and lower costs.

1.ImprovedQuality

The benefits of a better tasting Sandwich should be fairly apparent. Unless of course

you prefer aged sandwich, the fresher sandwich is going to be higher quality if made fresh just

for you.

Products

Fried

Chicken

Burgers Sandwiches Salads Beverages

The less obvious benefit is the higher quality customer service that arises from the JIT

sandwich assembly. When “IN&OUTWICH” waits for you to order the sandwich, we do a

few things to improve customer service. This higher quality customer service is subject to our

ability to actually produce faster. Without this ability, “IN&OUTWICH” ordering costs

would be sky-high because the costs associated with ordering would be the loss of customers

tired of ordering fast food that really is not fast.

Nutrition calculator

“IN&OUTWICH” serves a wide range of quality sandwich that can easily fit into

individual diet needs based on the principles of balance, variety and moderation. Our varied

menu and range of serving sizes make it easy to fit our food into a balanced diet and to create a

range of meal combinations that fall within recommended guidelines for calories, fat and other

nutrient

WE are also helping you learn more about our food by adding nutrition information on

some of our packaging. Some of our packaging now includes the “IN&OUTWICH”

Nutrition Chart. Our goal is to provide you with the information you need to assist you in

making sensible decisions about balance, variety and moderation in your diet.

2.LowerCost

The holding costs for sandwich parts are fairly high because of its spoilage

costs. Instead of having a shelf life of months or weeks, the sandwich needs to be sold within

15 minutes or so. The holding costs go from roughly 20% per week to 100% per hour.

In terms of operating the business, it's as easy as establishing a working relationship

with a catering service to supply the sandwiches on a wholesale basis, while building a

customer base to purchase the lunch meals. Design a menu featuring all the sandwiches, salads

and other items available and distribute the menu to office buildings and factories. Customers

would simply place their lunch orders in the morning or the day before. Additionally, lunch

orders could be placed by way of fax, phone or e-mail. But we will be delivering our products

to our customers within a Geographical Area of first 5km (Home Delivery) from our Store if

customers bill exceeds TL30/- and he need to pay 15% of the bill amount extra as delivery

charges which will be lowered as the bill amount increases in percent.

INVENTORY MANAGEMENT SYSTEM

a) Just-In-Time (JIT) is an inventory strategy implemented to improve the return on

investment of a business by reducing in-process inventory and its associated carrying costs.

Now as a store of fast foods we are in instant need of vegetables and other grocery

requirements as and when needed or required. This we will come to know through our Chefs

such as the presence or absence of a part. Quick communication of the consumption of old

stock which triggers new stock to be ordered is key to JIT and inventory reduction. This saves

warehouse space and costs. In order to meet our requirements we will be having tie ups with

Vegetable Vendor and 1 Grocery store.

b) Economic Order Quantity (EOQ) is the level of inventory that minimizes the total

inventory holding costs and ordering costs. The framework used to determine this order

quantity is also known as Wilson EOQ Model. We will order on Daily basis with one order per

day and as per our requirements say for example in the morning we order we will see to it that

with that order our requirement is fulfilled of the day, this will reduce the transportation cost

for 1 more order or unnecessary order .

c) Supply Chain Management (SCM) is the management of a network of interconnected

businesses involved in the ultimate provision of product and service packages required by end

customers. we will be having tie ups with sum of the vendors of vegetables and grocery stores,

so that our needed requirements doesn’t get hampered as we will be following JIT and EOQ

methods to avoid unnecessary wastage of resources and money.

IDENTIFYING THE LOCATION

For establishing fast food (sandwich) restaurants we have selected mainly three areas around

Istanbul. They are

1. Besiktas (Near Bahcesehir College)

2. Atasehir Istanbul

3. Eminonu ( Near Golden Horn)

BESIKTAS (Near Bahcesehir College):

In Istanbul Besiktas is one of the areas where large number of eduacational Institutes is

present. Hence majority of the residents in Istanbul are student community. As already

mentioned earlier students are one of the main customers for sandwich restaurant. Since

students are very busy in going to the colleges during morning they prefer to take healthy food

in less time. For them Sandwich is the most suitable food to fulfill their desires. More over

them can get sandwiches any time.

Bahcesehir College is present at centre of the educational institutes in Istanbul. The

student population density is more around the Bahcesehir College when compared to other

areas in Istanbul. Apart from the educational institutes there are many offices present around

the Bahcesehir College. Hence in addition to the student customers we can concentrate in

office employees too. Since Istanbul is highly residential area home delivery will be very easy.

The transportation cost will also very less. For these reasons Istanbul was selected to establish

a sandwich industry.

ATASEHIR:

Atasehir is one of the areas in Istanbul where more educated people and more health

conscious people are present. For our sandwich restaurant the main target customers are health

conscious people and open minded people.

Since the cost for establishing sandwich restaurant is slightly expensive in Atasehir the

competitors are very less. Our operating strategy is to compensate the cost with the more

volume of customers. Apart from this life style is one of the factors which have a huge impact

on business. Atasehir people have a rich and modern life style when compared to others. Hence

the people in Atasehir prefer to take sandwiches as one of their major food in daily life. With

respect to supply chain Atasehir is nearby to Eminonu which is the Main bazaar for the city

where we can purchase raw materials like vegetables, Bread etc. So the transportation is cheap

and easy. Hence based on the economical environment and life style of the residents Atasehir

was selected to establish our sandwich restaurant.

EMINONU:

Eminonu is the heart of Istanbul city. The main shopping bazaar in Istanbul is present

in Eminonu. Since it is a main bazaar the residents of Eminonu are very less but the passers by

are more. Our Target customers in Eminonu is mainly shoppers and shop owners. Generally

people prefer snacks during their shopping. If the snacks were healthy and easily available (like

sandwiches) they choose to take. So by promoting the advantages of sandwiches we can get

more customers in our restaurant. Regular income can be generated by making agreement with

shop owners for daily delivery. The transportation of raw materials will also be very easy.

APPLYING DESIGN PRINCIPLES TO LAYOUT

Space analysis for the following functional areas:

Receiving

Storage

Office / counter

Pre-preparation

Final (Hot-food) preparation

Employee locker room and toilet

Service areas

Ware washing

OPERATING FACILITIES AND EQUIPMENT TO RUN THE

BUSINESS

1. Kitchen Equipment

Commercial Fryers

Hot Food Storage

Steam Equipment

Commercial Ovens

Wood Cabinet Carts

Work Tables

Tissue rolls

Cutlery sets

Freezers

Generators

Microwaves

Waste bins

3. Cooking equipment

Restaurant Toasters

Sandwich Grills

Sandwich Press

4. Stationary

Register rolls

Sales book

2. Kitchen apparels

aprons

bandannas

caps& hats

chef coats

chef hats

face masks

finger guard

kitchen gloves

Tape products

How we will manage to serve best and fast to keep up to our customers expectations:-

Use of paper products and plastic wraps keeps labor costs down: Pre-sliced cheese,

packs of jellies and ketchup, getting the customer to help them. A limited menu

restricted to items with a short preparation time would make fast service possible and

would also be useful in streamlining operations.

Utilization of time-saving equipment: Microwave, post mix beverage dispensers etc.

Utilization of labor-saving equipment: Ware washers, automatic potato peelers and

automatic coffee brewers.

Access to Raw Materials

The “Assembly line” model is common in foodservice design:

A salad/cold food preparation area with access to raw materials:

Flow in the dish washing process

Access to Utensils and Equipment:

• Utensil drawer in each worktable, for each employee, or one drawer for each 4 linear feet of

worktable

• Overhead utensil racks (ceiling-hung) in hot-food and cold-food preparation areas & near

steam-jacketed kettles for paddles or wire whips

• Shelving under each worktable for larger utensils

• Wall-hung over shelf above each table

• Racks for mixer parts and bowls

• Large racks in bakery, hot-food preparation, and salad preparation areas for sheet pans,

baking pans, and other large utensils

• Special storage racks for food processor blades and parts

• Large rack or special storage room for catering supplies

• Knife rack in each preparation area

Layout of our Sandwich Shop

COMPETITIVE EDGE

Location: Location is critical to success. Our store is on Main Street or just off Main Street,

there by taking advantage of walk-by and drive by traffic. But we also need adequate parking

to make shopping at our store convenient for drivers.

Convenience: Customers are willing to pay a little bit more for good food and the convenience

of being able to get what they want without having to travel out of town. Our customers will

purchase our food because it is reliable and delicious.

High quality: Focusing on high quality food, we will draw customers from the competition, as

well as create a local market that has not existed before. If the prices are reasonable and the

food is good, we will have growth through repeat business.

COMPETITIVE STRATEGY

There are three major ways in which we will create an advantage over our competitor

1. Product identity, quality, and novelty

2. High employee motivation and good sales attitude (electronic applications feedback)

3. Innovative and aggressive service options

FOOD QUALITY ASSURANCE

The bedrock of all our socially responsible supply efforts is our commitment to

ensuring that all the foods and beverages we serve our customers are safe. We do business only

with suppliers that share this commitment and work with them to continuously monitor, test,

and track our ingredients. We have stringent standards and checks in place in critical areas

throughout the food supply chain from "fork to farm."

Our Operations and Training manual for restaurant managers includes a whole chapter

on food safety, with requirements and guidance that cover all the critical control points at the

restaurant level—from supply and delivery through storage, preparation, and holding.

Food safety procedures are monitored by staff operations consultants, who regularly

visit our restaurants to advise managers on operations. The consultants also conduct periodic

restaurant operations reviews, which include assessments of food safety procedures. Managers

are expected to correct any irregularities identified.

Systems & Controls

A big emphasis is being placed on extensive research into the quality and integrity of

our products. They will constantly be tested for our own high standards of freshness and purity.

Food costs and inventory control will be handled by our computer system and checked daily by

management.

How orders are taken

Similar to most fast food establishments’, orders will be taken on the right side of the

service counter where money will be exchanged and the customer will be issued a receipt

containing the order selection and a claim number. Cups will be dispensed so the customer can

select their desired drink while waiting for their individual orders to come up. When the order

is ready, the associate on the left side of the counter will call out the claim number for the

customer to pickup.

Packaging

Packaging design is a fundamental part of our top quality customer service. Many of

our menu offerings have unique packaging designs to provide insulation, help ensure food

safety, and make them convenient for carryout. This gives us many ongoing opportunities to

minimize the environmental impacts of our packaging and to provide industry leadership in

natural resource conservation.

Daily operations and production

The day-to-day operations of the restaurant from opening to close will be in

accordance to industry standards and norms stipulated. Our plan conveys to any reader that

management has a sound plan for operating the restaurant. Operational issues such as

scheduling, departmental job functions, ordering and receiving, menu production, service,

general safety procedures and maintenance are some of the matters which would be cautiously

catered to. We standardize our product and service by restricted menu items. To adopt “Ours-

is-better-than-theirs” strategy by using a combination of focus-differentiation strategy keyed to

product quality. Sales and marketing efforts are focused on the individual customer basis, to

suit their requirements and taste, to develop the superiority perception in customer’s view.

Customer service

We plan to adhere to establishing service attitudes and policies for effective quality

functioning and service provision. All the customer complaints which would have to be

handled and how we will go about getting customer feedback such as surveys, electronics cell

phone applications or through mystery shoppers will all be a part of the process of adhering to

quality standards.

Management controls

Operating a restaurant on a day-to-day basis requires established systems and controls.

Many seasoned restaurateurs have established systems to help them control cost and maintain

excellence. Unfortunately, though, some startup restaurateurs open their doors unprepared to

industry expert’s analysis, we plan to incorporate management controls, tasks and support

systems into our plan.

FINANCE PLAN

Finance department is responsible to arrange the cash inflows of the business. It also

identifies the sources from where the finances can obtain to run the business operations

smoothly.

Capitalization needs: The estimated capitalization needed to open the business is

approximately TL500.000 - TL1Million and the planned sources for funding it are personal

investments of partners, bank loan and credit union.

Average Sale per Customer = Total Sales / Number of Customer transactions

this can be done by the year, month, week or day. The important thing is sales members need a

target to aim for and this is one of the most effective ways of doing this

Sales per Full time Team Member = Total Sales / Number of full time equivalent team

members.

Break even analysis

Table 1: Income and expenditure statement forecasts

Year 1 Year 2 Year 3 Year 4 Year 5 Year 6

Sales 10000000 24000000 27300000 28765000 30098250 31603150

Advertising 30000 1300000 1365000 1400000 1500000 1575000

Telephones 30000 60000 75000 90000 95000 100000

Rent &

Outgoings

3770000 3770000 3770000 3800000 3900000 4000000

Water 13000 52000 52000 55000 60000 75000

Electricity 100000 260000 260000 265000 270000 275000

Wages 2820000 7800000 10000000 10000000 10500000 10750000

Postage 5000 5000 6000 7000 7000 9000

Insurance &

Workers

234000 234000 234000 234000 234000 234000

Depreciation 62500 250000 250000 300000 300000 325000

Gas 57000 75000 78000 85000 95000 100000

Fuel 19500 72000 75000 85000 95000 100000

Purchases 1950000 7800000 8150000 8629500 9029450 9480900

Total

Expenses

9091000 21678000 24315000 24950500 26085450 27023900

EBT 909000 2322000 2985000 3814500 4012800 4579250

TAX @ 35% 318150 812700 1044750 1335075 1404480 1602737.5

EAT 590850 1509300 1940250 2479425 2608320 2976512.5

PVIF @ 15% 0.87 0.756 0.658 0.572 0.497 0.432

PV 514039.5 1141030.8 1276684.5 1418231.1 1296335.04 1285853.4

Table 2: Total Cash flow

Year 1 Year 2 Year 3 Year 4 Year 5 Year 6

EBDIT 971500 2572000 3235000 4114500 4312800 4904250

(-)Depreciation 62500 250000 250000 300000 300000 325000

EBT 909000 2322000 2985000 3814500 4012800 4579250

(-)TAX @ 35% 318150 812700 1044750 1335075 1404480 1602738

EAT 590850 1509300 1940250 2479425 2608320 2976513

(+)Depreciation 62500 250000 250000 300000 300000 325000

Cash flow 653350 1759300 2190250 2779425 2908320 3301513

NPV 4800968.186

Profitability index 2.600322729

Pay back period 37 months

Initial investment 3000000

Require rate of

return 15%

MANAGEMENT REQUIRED TO RUN THE BUSINESS

1. Fast food manager

2. Quality assurance manager

Cooks: Prepare food in a prompt, safe and clean manner to ensure complete customer

satisfaction.

V.P. Quality: Sets standards of quality to meet all state and federal health and safety

guidelines.

Quality Manager: To assist V.P. of quality in obtaining all state and federal health and safety

guidelines, as well as delegation of tasks to ensure these guidelines are being maintained.

Quality Supervisor: Oversees, and assists individual restaurant and its maintenance associates

to ensure the company, as well as state and federal health and safety guidelines are being

maintained or exceeded.

Maintenance: Carries out all functions as assigned by quality manager or quality supervisor

with a constant regard for fellow associates, and customers’ well being.

Designation/type No

Owner 5

kitchen supervisor 2

shift supervisor 3

Cook 4

take away order taker 1

dish washer 2

Cleaner 1

guard(12hour) 1

Total 19

MARKETING PLAN

A comprehensive business plan includes a sound marketing plan. Owner, investors and

bankers want to know you have a proactive plan to grow your business. You can’t rely on

instant popularity and simple word-of-mouth marketing just because some restaurants, but not

many, open their doors to instant success.

Objectives:

Shall deliver what is promised, promptly

Shall adapt to the changing trends and deliver the best accordingly

Shall strive to maintain harmonious relationship with customers & suppliers

Goals:

Create Awareness through intensive marketing

Attract people and impart the experience

Break even by the third year of establishment

Brand name: IN&OUTWICH your health is what we Value

USP

“Organic sandwiches” is our USP. We care for the calorie & purity that our sandwiches

add to your health. We give sandwiches that will not make you sluggish in the morning and

that can kill your hunger during the noon, will give you a light feel for your dinner. We are

here to break up the common perception that fast food destroys your health. We value your

health than anything else.

Service differentiation

We are providing the customers with diet sandwich so it maintains their health. We will

be providing fast food in area of 5km. from our fast food hub. This is a unique positioning

were in the customer will perceive us different from other fast food outlets.

Segmentation

For any business it needs to identify the segment they are going to segment the

population. We segment people between age group who are so conscious about their health.

We here by segment our customers into elite (who are youngsters between age 20-30) and

premium (people between age group 30-45).

Segmentation helps to cater each individual segment that has commonality.

Targeting

We cater mainly to these two segments that will take care of our sales. Once we are

done with our segmentation we are in to how we will target our segment. Unlike a common

segment where you have wide range of population with different needs, segmentation helps

better in targeting our segment. You have a population with a commonality which you can tap.

We focus our two segments so that they feel their needs are satisfied to the fullest possible.

Positioning

Now the biggest challenge in front of us is how we are going to position our products in

front of our segments. To our elite segment we would like to position our sandwiches as tasty,

trendy, with more varieties. We make them feel that we make them trendy, youthful with the

fast foods but with concern for their health.

Once we could position ourselves to our elite customers here comes our premium

customers. Here lies our greatest challenge and also opportunity. They are the customers who

we are looking for. They are the ones who are really health conscious but need our sandwiches

to cope with their fast moving schedules. To them we are going to position our sandwich as a

“Sandwich of their money, health and time”. So for them we will offer Home Delivery free

of charge for the first two months in order to position ourselves stronger and then later we will

charge little delivery taxes with new promotions.

Marketing mix

Product

Our main product is sandwich. We are specializing in producing sandwiches that are

not going to affect your health. We will have customization that is our customers will get their

choice of taste. We use product differentiation strategy were we differentiate our product we

make the customer to feel that we are not offering them the ordinary sandwiches that everyone

offers.

Price

We are going to use cost plus pricing strategy. Since we are going to differentiate our

product from the others we are going have this strategy. Customers will not feel the difference

in our price even if it is high as it appears to be a different one.

Promotion

The foremost activity and most important among the marketing mix is promotion. We

need to create the awareness among the people about our sandwiches. Or else it will be

considering as yet another sandwich in the market that has evolved to add fuel to existing

health problems. It is our campaign that is going to bring out the innovation that we have

brought in sandwich. One our advertisement campaign succeeds sure our sandwich will stand

on its own. We would like to go for food festivals, set up rooms or Hall for birthday

celebrations, sponsoring events in colleges, through Fm and hoardings. Even offer discount for

special events.

Place

This is where we are one step ahead of our competitors. We see to that we are nearer to

our customers. In Istanbul our outlets are in three places. 1) Besiktas 2) Atasehir 3) Eminonu

LONG-TERM DEVELOPMENT GOALS

VERTICAL INTEGRATION meaning producing also what we sell. In the long run our

business' goal will be vertical integration but only to specify items so we don’t end up creating

too much diversification. So your business should be stuck to the sandwich line and other

beverages (Cold coffee, chocolate shakes & milk shakes). Therefore diversifying some products to

maximize cost of raw materials otherwise it will lead to loss of control and harden the vertical

integration plan.

DIET SANDWICH is an innovative concept that targets a new, growing market. We assume

that the market will respond, and grow quickly in the next 5 years. Our goals are to create a

reputation of quality, consistency and security (safety of food) that will make us the leader of a

new style of dining.

Strategies: Our marketing efforts will be concentrated on take-out and delivery, the areas of

most promising growth. As the market changes, new products may be added to maintain sales.

Milestones: After the restaurant opens, we will keep a close eye on sales and profit. If we are

on target at the end of year 1, we will look to expand it.

Risk evaluation: With any new venture, there is risk involved. The success of our project

hinges on the strength and acceptance of a fairly new market. After year 1, we expect some

competition in the form of other independent units. Chain competition will be much later.