Please use at least 5 sources (journals, textbooks and websites). Provide statistical data to validate your discussions.
? Cover page with Project Titles, Student name: Student ID Number, your Professor?s name and Submission Date.
? Table of Contents
? Executive Summary
? Proper introduction
? Body of the Project
? Proper Referencing according to APA(read uploaded APA Preferences file)
Construct a business plan on allocated business industry according to given guidelines.
Sample Business Plan for Reference:
AL Fareej restaurant unlike a traditional Arabic restaurant provides a unique combination of excellent food at value pricing with a fun and entertaining atmosphere. AL Fareej is the answer to an increasing demand.
The public (1) wants value for everything that it purchases, (2) is not willing to accept anything that does not meet its expectations, and (3) wants entertainment with its dining experience.
In today’s highly competitive environment, it is becoming increasingly more difficult to differentiate one restaurant concept from another. AL Fareej does this by being the only Arabic traditional concept that features for one low price and top quality food.
The financing was required to begin work on kitchen design, architectural plans, manuals and recipe books, site selection, equipment purchases, and to cover expenses in the first year of business. Additional financing needs to be secured for the two subsequent units anticipated in July, Year 2 and January, Year 3. Our positive cash flow helps to offset some of this burden.
AL Fareej provides its customers with a value driven, entertaining dining experience. A unique, mid-scale, innovative environment is required to provide the customers with an atmosphere that induces Arabic food lovers to bring family and friends to dine and socialize.
Al Freej traditional restaurant objectives include:
o Maintaining tight controls on quality, costs and operations
o Achieve sales target of each month.
o Stay as a local restaurant with excellent food and service.
o Averaging sales between 1,000,000-1,500,000Dhs per year.
o Receiving orders for large quantities and parties.
Al Freej strives to be the premier traditional Arabic restaurant in the local marketplace. We want our guests to have the total experience when visiting Al Freej. Not only will our guests receive a great meal, they also be provided with a fun atmosphere. We are doing unique things that sets us apart from the competition. We want the dining experience to be as pleasing to the senses as it is to the palate.
Our main focus is serving quality food at a great value. We feature a large selection of freshly-prepared food, most in full view of our guests.
Customer satisfaction is paramount. When approached by a customer with a request, our motto is, "Yes is the answer; what is the question?" We strive for broad appeal. We want to be the restaurant of choice for everyone: families and singles, young and old, male or female.
Employee welfare is equally important to our success. All are treated fairly with the utmost respect. We want our employees to feel a part of the success of Al Freej. Happy employees make happy guests.
We combine menu variety, atmosphere, ambiance, and friendly staff to create a sense of "place" in order to reach our goal of over-all value in the dining/entertainment experience.
Keys to Success
The keys to the success of Al Fareej Traditional Arabic Restaurant are:
1. The creation of a unique, innovative, entertaining, mid-scale atmosphere that differentiate us from the competition.
2. Execution of our primary goal to serve nothing but the highest quality food at unbelievably low prices in a clean, fun environment. We must deliver on this pledge 100% of the time, without exception.
3. Controlling costs at all times, in all areas.
4. Hiring the best people available, training, motivating and encouraging them, and thereby retaining the friendliest, most efficient staff possible.
? Entertaining surroundings
? Quality food
? Attractive Value Meals
? Variety, variety, variety
? Friendly atmosphere and employees.
Al Fareej Traditional Arabic Restaurant is a sole proprietor business.Mr.Mohammad Abdul Razzaq is the principal owner.
Al Fareej Traditional Arabic Restaurant start-up expenses cover a wide range of items as shown in the following chart and table. Below is the detailed reasoning behind these estimates.
Architectural Plans and Kitchen Design
Samal Qaim company done the kitchen design and our architectural plans
All are estimates for typing, printing of employee training information, laminating recipes for kitchen use, and binders for all manuals.
This covered training of employees and management as well as cleaning and organizing the restaurant.
This covered rent of the shops, Interior and Exterior decoration of the restaurant and all the equipments that we need to run a show.
Kitchen/Legal Fees 85000
Design of Logo 1000
Marketing Plan 10,000
Staff Visa Expenses 20000
Office/Miscellaneous Expenses 15000
Total Start-up Expenses AED 140,000
Cash Required 50000
Start-up Inventory 35,000
Other Current Assets 100,000
Long-term Assets 105,000
Total Assets AED 290,000
Total Requirements AED 430,000
Start-up Expenses to Fund 140,000
Start-up Assets to Fund 290,000
Total Funding Required AED 430,000
Company Locations and Facilities
Al Fareej range in size from 2000-3000 square feet and will seat from 50-75 guests. Location feature authentic Arabic traditional antiques. We equip the restaurant with a state-of-the-art sound system connected to an old-time juke box where our customers are able to select their favorite songs for free. Restaurant is built to our prototype specifications: clean lines, open, and pleasing to the customer.
The site/building selection is chosen based upon the following list of criteria:
Community size minimum of 40,000 people.
Easy access to parking lot with a minimum of 120 parking spaces.
Heavy white-collar worker makeup in the community.
No overabundance of competition in the trade area.
All of these qualities are consistent with Al Fareej goal of providing a top quality, entertaining dining experience at an unbelievably low price. We want "word of mouth" to be our best form of marketing, where our guests cannot believe the value of their dining experience and can’t wait to tell their friends and neighbors.
Al Fareej provides quality dining seven days per week and is open for lunch and dinner.
Al Fareej has broad customer appeal due to our casual family atmosphere, wide variety of food offerings, and low price points.
We have the following advantages:
? Lower price point for a complete meal.
? Speed of service will be instant.
? Variety is the name of our game.
? We provide more entertainment than our competition.
There is no confusing menu board when guests arrive at our restaurant.
? Our surroundings is more entertaining than our competitors.
There are plans to produce three different pieces once we open. All should be relatively inexpensive to produce and most are accomplished in-house by using desk top publishing.
Below are the pieces that we are planning to produce.
1. Table Toppers
3. Direct Mail Piece
Al Fareej invests in a single high-speed computer to provide a fast and efficient connection to the Internet and also be a link to our cash registers. We are then able to poll restaurant nightly to our office and be able to daily digest key financial information.
Market Analysis Summary
Our targeted market segments.
Age — Seniors, Baby-Boomers, young married couples with children, and white-collar workers of all ages.
Family Unit — We appeal to young families with new babies or mature families with children under the driving age. Most of our family units have two wage earners.
Gender — We are equally target both sexes.
Income — We are appeal to the high side of low income individuals and to all in the middle income bracket.
Occupation — We target the white-collar worker, young professionals with a family.
Education — high school graduates or individuals with some college.
By our definition, we have very broad appeal for our concept. It is our goal to be the restaurant of choice for the largest dining audience in UAE.
Target Market Segment Strategy
Word Of Mouth/In-Store Marketing
In-store tour given to every new customer.
Outdoor marquee message changed weekly.
Grand Opening celebration.
Yearly birthday parties.
Local Store Marketing
School programs – perfect attendance, honor roll.
Local charity, carwash site.
Free Al Fareej "T" shirts to guests that line dance with us.
Direct mail piece – containing interior pictures of our restaurant, our prices and an explanation of our concept.
Radio campaign – complete with live remotes on our parking lot. We pick the three top local stations with which to place our short and catchy ads. We also sponsor radio call-in contests with free meal coupons. We trade our complementary dinner coupons for free radio time. We also make "live on the air" presentations of our food products to the disk jockeys, hoping to get the reactions broadcast to the listening audience.
Newspaper campaign – placing several large ads throughout the month to explain our concept to the local area.
Pricing and Profitability Strategy
Main Course One size
Machbose Chicken 15
Machboes Meat 35
Fish(Hamour, Shahri) 20
Threed ? Meet 30
Threed ? Chicken 15
Salads Small Large
Ordinary 3 5
Fattoush 4 6
Khebees 5 15
Tamriya 5 10
Soft Drinks 2 5
Water 1 2
Items Price Daily Qty Weekly Qty Monthly Qty Yearly Qty Daily Rev. Weekly Rev. Monthly Rev Yearly Rev
Machbose Chicken 15 25 175 750 9000 375 2625 11250 135,000
Machboes Meat 35 25 175 750 9000 875 6125 26250 315,000
Fish (Hamour,Shahri) 20 20 140 600 7200 400 2800 12000 144,000
Threed – Meet 30 25 175 750 9000 750 5250 22500 270,000
Threed -chicken 15 20 140 600 7200 300 2100 9000 108,000
Herees 15 20 140 600 7200 300 2100 9000 108,000
Margog 15 5 35 150 1800 75 525 2250 27000
Mahmar 15 8 56 240 2880 120 840 3600 43,200
Salad – ordinary 4 3 21 90 1080 12 84 360 4320
Salad – fatoosh 5 2 14 60 720 10 70 300 3600
Khabis 15 4 25 120 1440 60 420 1800 21,600
Tamriya 10 7 49 210 2520 70 490 2100 25,200
Beverages 2 50 350 1500 18000 100 700 3000 36000
Items Price Daily Qty Weekly Qty Monthly Qty Yearly Qty Daily Exp. Weekly Exp. Monthly Exp Yearly Exp
Machbose Chicken 9 25 175 750 9000 225 1575 6750 81,000
Machboes Meat 21 25 175 750 9000 525 3675 15750 189,000
Fish (Hamour,Shahri) 12 20 140 600 7200 240 1680 7200 86,400
Threed – Meet 18 25 175 750 9000 450 3150 13500 162,000
Threed -chicken 9 20 140 600 7200 180 1260 5400 64,800
Herees 9 20 140 600 7200 180 1260 5400 64,800
Margog 9 5 35 150 1800 45 315 1350 16200
Mahmar 9 8 56 240 2880 72 504 2160 28,920
Salad – ordinary 2.5 3 21 90 1080 7.5 52.5 225 2700
Salad – fatoosh 3 2 14 60 720 6 42 180 2160
Khabis 9 4 25 120 1440 36 252 1080 12960
Tamriya 6 7 49 210 2520 42 297 1260 15120
Beverages 1 50 350 1500 18000 50 350 1500 18000
1 Cost of goods sold 270,000
2 Marketing and Advertising fees 15,000
3 Utility Bills 36,000
4 Mis. Expenses 6,000
ANNUAL FIXED COSTS
1 Rent 60,000
2 Trade License Renewal 10,000
3 Employee payroll 96,000
4 Depreciation 20,000
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