Nukarn Suwatikul Amit Shah Don Ta Lloyd Wellington Hazem Yassin Let’s Make a Deal! Brought to you by: “Modesty, casualness, and an air of nonchalance are characteristic attitudes in Australian business culture.”
Dec 27, 2015
Nukarn Suwatikul
Amit Shah
Don Ta
Lloyd Wellington
Hazem Yassin
Let’s Make a Deal!
Brought to you by:
“Modesty, casualness, and an airof nonchalance are characteristic attitudes in Australian business culture.”
Outline Mission & Overview of the Wrap Core Competencies Country Profile Economic Summary Australia-US Comparison Investment Incentives Business Set-Up Checklist Australian Food Industry
Characteristics Marketing Strategy Financial Strategy
MissionThe company's goal is that of financial
success through a multi-faceted approach. We will meet this goal while
trying to consider:
1) the effect of our products on the health and well being of our customers (and our staff),
2) the impact that our business practices and choices will have on the environment, and
3) the high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors.
Awareness of all these factors and the responsible actions that result
will give our efforts a sense of purpose and meaning beyond our basic
financial goals.
Overview In 1996, fast, fresh, healthy food was difficult
to find in Boston.
These wildly popular food concepts existed en masse in California, but were far and few between in Massachusetts and other parts of the country.
The Wrap was launched as a restaurant that featured wraps, burritos, smoothies … in a friendly, casual environment.
Building and running the first location helped the management team identify the competencies that are now at the core of The Wrap.
Success required three key ingredients: always being fresh, friendly, and fast.
Core Competencies A unique recipe for success in hand …
Bringing the healthy concept to more Bostonians.
Penetrating the markets of and eventually acquiring competing businesses.
Fast menu that focused on simplicity, mouth-watering recipes, and custom-ordering.
Keeping the focus on our customers - as long as our customers continue to give thumbs up, The Wrap will slowly expand to communities that value its food and its services, as well as its desire to give back to its neighbors.
Prime Minister: John Howard.
Independence: January 1, 1901
Population: 19,731,984
Total area : 7,687 Sq. Km
Major Cities: Sydney, Melbourne, Canberra (Capital), Brisbane, Perth, Adelaide
Languages: English, native languages
Ethnic Groups: Caucasian (92%), Asian (7%), aboriginal and other (1%)
Religions: Anglican (26%), Catholic (26%), other Christian (24%), non-Christian (11%)
Country Profile
Economic Summary Currency: Australian Dollar ($A)
Market Exchange Rate: US $1=$A1.34
GDP per Capita US$: 30, 695
GDP Growth Rate: 3.7%
Inflation Rate (Consumer prices): 3.1%
Unemployment Rate: 5.7%
Major Trading Partners: Japan, other Far East, European Union, United States
Major Exports: crude materials, food & live animals, mineral fuels & lubricants
Major Imports: machinery & transport equipment, manufactured goods, & chemicals
Economic/Industrial Trends Traditional strength of manufacturing employment is
declining, however it remains strong.
Key employment areas - wholesale trade, finance, business services, health insurance, property and community services.
Growth areas – retail trade, construction, restaurants, transport, storage, cultural and recreational services
Australia-US ComparisonAustralia US
Total area: 7687 Sq. Km 9629 Sq. Km Population in millions: 20.1 293 GDP per Capita US$: 30,695 39,862 GDP Growth: 3.7 % 3.2 % Unemployment Rate: 5.7% 5.4 % Corporate Income tax: 30% 40% Highest Personal Income tax: 47% 35% Quality of Life: 9.35 8.11
Primary Industries
Financial Services
Transportation
Technology
Healthcare
Real Estate
Agriculture
FoodForestSea foodWine Industry
Investment Incentives
Australia gives investors a competitive and quality choice in the Asia-Pacific region
Average business costs in Australia. is around 8 to 9 per cent below those in the US.
Australia is ranked the second most cost competitive country for business operations in the industrialized world.
Cheap real estate: Sydney is approx. 66% less thanin London, 46% less than in Tokyo, & 11% less than in New York.
More Incentives Australia's transport and logistics systems
provide a mature, efficient and cost effective means of delivering products and services.
Cost competitiveness coupled with a superior workforce and a low overall cost of living implies that the commercial advantages of doing business in Australia are excellent.
Australia's overall tax burden as a share of GDP is significantly lower than its western competitors.
Level of corruption is among the lowest of OECD (Organization for Economic Cooperation and Development) member nations.
Human Resource Business Documentation Budgeting & Finance Control Marketing & Advertising
Target Industry Characteristics Legal aspects Registration & Insurance
Business Set-Up Checklist
Feasibility Study Location & Premises Licenses and Permits Business Planning Finance/Funding Business Structure Taxes
Australian Cuisine At a Glance
Traditionally-based on English cuisine e.g., roasts, grilled chops, other forms of meat, accompanied with vegetables (mashed potatoes, beans, peas, and carrots)
Currently– very diverse, reflective of its multi-cultural influences. South East Asian, Greek, Lebanese, and Italian foods are very common.
Australian Government, through health initiatives and cultural marketing efforts, is promoting a push towards healthy food choices.
Australia’s Fast-Food Industry
Australian fast-food market was US$6.2billion in 2003
Market is an Oligopoly, with independent outlets e.g., McDonald’s, Burgers Burritos Nachos and Tacos (BBNT), Subway, KFC, Pizza Hut, Burger King (a.k.a. Hungry Jack’s) accounting for 70.5% of total number of fast food outlets
McDonald’s is the market leader in Australia, with a market share of 34.7%. This figure is a decrease from its 2002 market share.
Australia’s Fast-Food Industry – Cont.
Fast food market in Australia is predicted to grow about 17% to $7.25 billion by 2008.
Takeaway foods favorites in Australia are: meat pie fish & chips sausage rolls
Marketing Strategy “Fresh-Friendly-Fast”
Fresh – fresh ingredients make a tasty product.
Friendly- friendly atmosphere suits our customer base and our work culture.
Fast- fast service to maximize our clients’ lunch and relaxation time.
But Also “Healthy-Reasonable”
Healthy- we serve fast, healthy food to fit the lifestyles of our customers.
Price- quality offerings at reasonable prices has and will enable us to increase our market share.
Marketing Strategy
Our Customers…
Professionals and young adults – our stores are typically found close to business districts and universities.
Everyone that shares our ideology of a tasty, healthy meal at an affordable price.
Marketing Strategy
Promotions and Advertising Strategy
Our theme is : “Fresh-Friendly-Fast”
Primary medium for advertisement will be the radio. Radio spot and jingle will create brand recognition.
Special promotions will be advertised in newspapers. We will also do flyers and coupons periodically.
Frequent customer reward card.
We will also sponsor health events.
Setup Costs of a Typical Deli Franchise Investment required: $100,000-$200,000
Includes $60,000-$80,000 towards furniture/fixtures
Initial Franchise Fee: $10,000-$25,000
Royalty Fees: 6-8%
Advertising Fund: 3.5%-4.5%
6-8 employees
2-4 weeks of management training
Franchise Costs in Australia Investment Required: $125,000
$80,000 in Equipment, Furniture & Fixtures
Initial Franchise Fee: $15,000
Royalty Fees: 6%
Advertising Fund: 4%
4 weeks of management training
Breakdown of Initial InvestmentFranchise Fee $15,000
Equipment, Plumbing & Smallwares $30,000
Millwork, Fixtures/ Signage & Graphics $30,000
Leasehold Improvements $20,000
Start-up Supplies & Inventory $10,000
Training $1,000
Opening Advertising $2,000
Other Prepaid Expenses $2,500
Legal & Accounting Costs $500
Insurance & Permits $1,500
Miscellaneous Expenses $1,400
Additional Funds - 3 months $20,000
First Month Rent & Deposit $6,100
Total Investment Cost $140,000
Industry Derived Values Broken down from annual sales
25% target profit Ranges from 20-30%
75% expenses 25% dedicated to food and paper costs Range from 70-80%
The value of the business is typically sold 3-4 times the annual profit
Expect positive return on investment after 4-5 years
Australia Investment Strategy
1. Use current retained earnings of $400,000 to penetrate the growing health conscious Australian fast food market
2. Establish one store in each of the largest two cities: Sydney and Melbourne
3. Aggressively develop the business and create franchising opportunities
Australia Investment Strategy
4. Franchise at a pace of two locations annually
5. Sell the Melbourne store after the 5th year
6. Maintain the Sydney operation as a franchisor-owned location where management training and franchisee consulting takes place
7. By the end of the 10th year, comprise of at least 20 franchisee-run stores while achieving a positive present value return and to further expose as an expanding international franchise opportunity
Asking Price: $52,238 US
Annual Sales of $111,940 US
Low start-up capital required as the majority of the furniture/fixtures can be carried over
Situated in the heart of the city’s business and residential population – considered one of the best locations in the Melbourne Central Business District
New local university opening soon
High visibility in an upscale shopping plaza
Annual lease is US$25,224 for 1,200 sq ft
Total acquisition and transition start-up costs is less than US$100,000
1) Melbourne Acquisition Target
2) Establish in the Prime Darling Harbor
area in Sydney Darling Harbor
Houses Sydney's convention and exhibitioncenters, as well as several major tourist attractions, shops, restaurants and cafes
One of the world’s leading waterfront leisure and entertainment destinations.
Attractions include the Imax Theatre, Sydney Aquarium, Chinese Garden of Friendship, Australian National Maritime Museum, Powerhouse Museum, Harbourside Shopping Centre and Cockle Bay Wharf.
King Street Wharf
The most recent prestigious waterfront office location overlooks the Harbor
The location will be larger than normal to accommodate itself as the management training and corporate store
Annual lease is $100,000 for 2,980 sq ft 1,635 for restaurant and 1,345 for office
Total investment costs at $250,000
2) Establish in the Prime Darling Harbor
area in Sydney
Tax methods
Companies are taxed at a straight 30% rather than at a marginal tax rate
Depreciation For each capital cost worth under
$1,000, depreciation is calculated at 37.5% of the annual value until it is fully depreciated
Items over $1,000 use 15% the first year and 30% annually thereafter
Capital gains tax is not a separate tax, but a component of income tax
10 year Business Plan - Assumptions Tax rate at 30%
Depreciation at 37.5% No capital gains tax (rolled into income) Annual Escalators
Sales Revenue and Royalty Income: 3% yrs. 2-3 4% yrs. 4-5 5% yrs. 6-10
Expenses: 4% yrs 2-5
2.8% yrs. 6-10 (inflation rate and max operation efficiency)
Discount rate at 11%, with 10% and 12% as alternatives
10 year Business Plan - Financials $400,000 initial investment
$350,000 actual investment cost $50,000 in reserves for unexpected costs
Achieve a positive return at the end of the 5th year when the Melbourne restaurant is sold for approximately $150,000.
Projected annual royalty income of $0.5 million by the 10th year, assuming two franchises are established annually.
Present Value and Rate of Return 10 year Net Present Values
range from $800,000-$1,300,000,using 10-12% discount rates.
Internal Rates of Return range from 33%-34% after taxes.
As evidenced by the projected return with a conservative 10 year forecast, this project is guaranteed to be a market success for the expanding health conscious sector in Australia and
Project will open the doors for future development in Asia and Europe.