Food online - an Entrepreneurial Venture

Food Online

An Entrepreneurial Venture[pic 1]

Business Plan

Term Project Report by

Zeeshan Butt (1058131)

Yousuf Zahid (1058156)

For the course Entrepreneurship and Family Businesses

EMBA 66 (5)

Submitted to Mansoor Ali Khan - Faculty of Management Sciences

September 9, 2012

Shaheed Zulfikar Ali Bhutto Institute of Science & Technology (SZABIST) – Karachi

[pic 2]

Basic Information

Name of Business:        Food Online

Address:        D-2/8, Block-2, Kokan Housing Society, Near Bahadurabad Roundabout, Alamgir Road, Karachi-74800

Principals:                Zeeshan Butt (Managing Director)

D-2/8, Block-2, Kokan Housing Society, Near Bahadurabad Roundabout, Alamgir Road, Karachi-74800

                        Yousuf Zahid (CEO)

Plot 12-C, Lane 10, Bukhari Commercial Area, Khayaban-e-Bukhari, Phase VI, D.H.A., Karachi.

Nature of Business:        Macro:        Food and beverages operations

                        Micro:        Online food delivery service to commercial customers

Contents

Executive Summary        5

Introduction        6

Business Description        6

Business Process Flow        7

Ownership and Legal Structure        8

Role of Partners        8

Experience of Partners        9

Competitive Advantages        9

Schedule of Milestones        10

Organizational Statements of Purpose        11

Organizational Objectives        12

Industry Analysis        13

Situation Analysis        13

SWOT Analysis        13

Competitor Analysis        14

Market Segmentation        16

Marketing Plan        18

Target Market        18

The Product        19

Product Mix        19

Product Features        20

Branding, Packaging, and Labeling        20

Positioning        21

Price        21

Pricing Objectives        22

Market Share        22

Pricing the Menu        23

Pricing Techniques        23

Distribution        24

Promotion        25

Operations Plan        26

Furnishings        26

Equipment        26

Operations - Day Process Flow        27

Operations - Weekly on Saturdays        29

Operations - Monthly        30

Technology Utilization        30

Organizational Plan        31

Human Resource        31

Financial Plan        32

Risk Assessment and Mitigation        33

Performance Monitoring Mechanism        35

Concluding Statement        36

References        37

Executive Summary

The report is an effort to compile relevant information to plan and execute various tasks for the establishment of an entrepreneurial venture in the food and beverage industry.

The business plan which emerges from this report provides bench marks and stepping stones for the principals of the company to consolidate their efforts in order to kick-off a successful start-up of Food Online.

The company under discussion provides online food delivery system to customers in the commercial sector.

Introduction

Business Description

Food Online presents the customers online and telephonic systems to place order for food at office (or home) in minimum time and economically. Customers who have hectic personal and professional schedules and who wish to or are unable to avoid unhealthy and rich out-of-home food will be focus of service.

The business will offer traditional home-cooked quality food from a web based menu that will be delivered at the door-step. A customer will be able to choose dishes from the items available in the online menu; place an order and make the payment on delivery. Alternatively, a customer may place an order through a telephone call. The menu will carry a new dish each day and will be repeated every week. Change in menu will be on a monthly basis as per establishing menu diversity, customer demand or food cost control analysis.