OISHI BENTO

I. Company Description1. Motivation

- People nowadays don’t have time to prepare their own meals. They use to consume fast food that is not guaranteed hygienically. We are here to provide high quality food with quick prepared.

2. Entrepreneurial Opportunity- We serve catering food in Japanese decorated meal style (bento), which still rare in

Indonesian community.3. Business Concept

- Rishi Bento is a setting up company to market bento, Japanese prepared meals. We want to offer complete and balanced meals reflecting Japan tradition. Our market selling target is young ages in kindergarten/elementary school whose parents don’t have time preparing meals for them to eat during school recess or at courses.

- Irregular customer can order our bento and we will directly deliver it. But, selling to regular customer is the priority for the company. Irregular customer pay at the time they receive ordered bento. Regular customer will pay within 7 days, 14 days, or 30 days (optional).

- For the regular customer, we will deliver the bento catering in time that already been arranged, maximum three times a day.

4. Vision Statement- Oishi Bento’s vision is to be the most innovative and trustworthy catering service.

5. Mission Statement- Oishi Bento’s mission is to provide customer with the finest bento catering. We exist

to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services and quality of food will exceed the expectations of our customers.

II. Product or Service Plan1. Products and Services

Oishi catering is a catering that specialized in character bento. Every order is made special according to what customers want, with foods that are packaged in character bento which is more interesting for kids.

Oishi catering provides many choices of menu such as rice, noodle, pasta that will be combined with meats and vegetables to give your kids balanced nutrition.

For our ingredients, we only use high-quality and fresh ingredients and we processed hygienically to maintain our quality and taste for every food menu. The seasoning for our foods are adapted to children's needs which is different from adults.

Every bento from Oishi catering are packed in food container import made of PP-5 and PP-6 food grade that is qualified with international standards, which is safe to put in microwave.

We provide 3 kinds of food container based on your children's age :

1. Mini box ( 12 x 12 cm ) for toddlers.2. Medium box ( 12 x 18 cm ) for children under 7 years old.3. Large box ( 15 x 23 cm ) for children above 8 years old.

Our bento's price based on design and menu package that you choose. We will deliver it to your house within 20 minutes.

2. Unique Selling Proposition- We provide 20 unique characters bento (kyaraben) in a month. The themes will be

change 3. Product Development Milestone

III. Industry Overview1. Industry Analysis2. Competitors3. Barriers to Entry

Economies of scale : The existence of economies of scale in an industry creates barriers to entry. Since existing firms are already producing they are often better position to exploit economies of scale than a new entrant and, as such, can often undercut on price.

- Solution : achieve economies of scale through better time, expertise, and unique selling proposition.

Product differentiation : There is a high level of product differentiation in the industry then this creates a barrier to entry since new entrants will not be able to compete merely on price, but will need to provide a unique value proposition

o Brand recognition : Existing firms and products have strong brand recognition that will deter our firm. If customers perceive existing products as unique or high quality then our firm will need to spend money to educate customers about the unique qualities and benefits of its new products.  This will increase the cost of gaining market share and deter entry into the market.

- Solution : We provide 20 unique character bento ( kyaraben ) in a month and we will deliver your order within 20 minutes.

Advertising : Incumbent firms can seek to make it difficult for new competitors by spending heavily on advertising that new firms would find more difficult to afford. Here, established firms' use of advertising creates a consumer perceived difference in its brand from other brands to a degree that consumers see its brand as a slightly different product. Since the brand is seen as a slightly different product, products from existing or potential competitors cannot be perfectly substituted in place of the established firm's brand. This makes it hard for new competitors to gain consumer acceptance

- Solution :

Capital : need the capital to start up such as equipment, building, and raw materials

- Solution : Look for investors that are interested in our business.

Access to raw materials : If a new entrant like our firm cannot gain access to raw materials then this represents a barrier to entry. If existing firms have exclusive long term contracts with suppliers (or existing firms own key suppliers) this will make it difficult for our firm to obtain the raw materials it needs to operate effectively in the industry.

- Solution :

Limit pricing :Existing firms may be operating a predatory pricing policy. As the title suggests, this is a policy designed to kill off competitors by reducing the price below cost price temporarily. The idea is that once the competitor is killed off, the firm can raise the price back up to the old level and steal all their customers. Limit pricing is similar to predatory pricing, except the firm in question is trying to 'limit' the entry of new firms by setting the price low enough to prevent new firms entering, but high enough to still make some sort of profit. Actions like this by incumbent firms obviously act as a barrier to entry for potential new firms.

VII. Operational Planning

1. Location criteria- Being in the right location is a key ingredient in a business's success. If a company

selects the wrong location, it may have adequate access to customers, workers, transportation, materials, and so on. Consequently, location often plays a significant role in a company's profit and overall success. For Oishi Bento, as it is a catering business, we only need retail space of 300 square feet.

- The venue has to have room for two kitchens. One kitchen is used for cooking and the second one is for preparing and packaging the character bento. The venue also needs parking spaces for our delivery motorcycles.

- As our business catering is for school then Oishi Bento wants to be near to many schools. We need to be close to our customers, because proximity to customers reduces shipment time and increases company responsiveness to customers.

- We also want our venue to be near to our suppliers. In addition, having suppliers nearby can help our company to reduce production costs.

2. Facilities and equipmentI. Kitchen equipment

- Knives sets- Cutting boards- Frying pans- Stock pots- Woks- Grill pans- Kitchen tongs- Spatulas- Wooden spoons- Spoons- Forks- Plate- Bowls- Plastic tupperware- Kitchen timers- Pot holders- Food storage- Hairnets- Gloves- Stainless steels work tables- Kitchen sink- Refrigerators- Stoves- Food blenders- Rice cookers

II. Delivery Equipment

- Motorcycles- Cart for motorcycle

3. Product Development Process- How to make character bento :

1) Divide the rice into three equal portions. Minx one portion with the tomato sauce until lightly pink. Mix another with the soy sauce until light brown. Leave remaining portion plain.2) Using plastic wrap, shape each portion of rice into a ball and place into paper cupcake cases3) To make a cat from the brown rice ball, pinch to form pointy cat's ears. Scatter one ear with fine bonito flakes. Cut an oval from the cheese slice to make a nose. Cut shapes from the nori to make eyes, a mouth and whiskers.4) To make a pig from the pink rice ball, cut triangles from the boiled carrot to make ears. Secure to the rice with pieces of the dried angel hair pasta strand. Cut an oval from the boiled carrot to make a nose, using a straw to punch holes for nostrils. Secure to the rice with more dried angel hair pasta. Cut shapes from the nori to make a mouth.5) To make a panda from the plain rice balls, add ears by securing the black beans with pieces of the dried angel hair pasta strand. Cut shapes from the nori to make the eyes and mouth. To make rosy cheeks, use a straw to punch holes from the outer layer of the imitation crab.6) Arrange the balls in a bento box and fill the remaining space with salad greens, ham or chicken or beef that has been cooked according to the order.7) Put the orders into the motorcycle's cart and deliver it to their schools during their break time.

Marketing Plan

1. Place strategy

Our distribution channel will be direct distribution ( school or home delivery ). We have some packages that we offer to our customers. They will choose what packages they want and fill the information that we need such as address, time to deliver, etc. through website or telephone. If you do not want to choose our package which means you are a direct customer, there will be a minimum purchase ( 3 bentos ). We will not charge delivery fee since it has been included in our bento's price. For our direct customers, we will make sure that our bento will be delivered within 25 minutes or it is free. Our bento will be packaged in a plastic tupperware that suits international standards and wrapped up with furoshiki ( japanese cloth ) like japanese lunch box. For our customers that choose a package, payment will be paid in advance. Our customers could transfer to our bank account. But, for our direct customers, payment will be paid when we deliver your order. Our direct customers could pay with cash or debit.

2. Promotion strategy

We have several promotion strategies to gain new customers and to keep our customers.

Web planThe Oishi web site will offer information for our customers ( current members, regular customer, and potential members ). The web site will have complete information on how to use Oishi membership, how to buy, etc.

The web site will include the following information :

- Company's profile- Our bento menu- Bento packages- How to buy and purchased- Memberships- Membership form- Point of purchased- FAQs- Blog- Team bento- Customer service contacts

The web site will target families that have kids but does not have any time to prepare

meals for their kids. Oishi will use professional web designer and hosting to create our web site. The web site will be marketed in the following ways :

- Facebook- Twitter- Search engine ( using search engine optimization )

Print advertisingThe print advertising will be used in local magazines. The print ad will target all segments of our market by reaching out to prospective members at locations they are most likely to be like schools. With this advertising, our objective is to get the local families in Kedoya to try our bento. This is the most effective and low cost promotion for our service. This promotion will be measured by the number of new memberships and regular customers. We will be able to quantify how effective this promotion is by seeing the percent response rate with increase in new memberships.

FlyersIn modern advertising, flyers are regarded as an old form of promotion, but all is not groom, flyers couple up as one of the most cost-effective and adaptable form of advertising. Since flyers are easy and cheap to produce, attracting even a small number of customers will still off-set costs you incurred to print and distribute. We could give it to schools and pedestrians in our neighborhoods. Distributing flyers to the community creates an awareness of our business and what it offers. To prevent people from tossing our flyers in trash, we could take advantage from other businesses. Businesses such as grocery stores, book store or coffee shops have boards for placing adverts. It is free to pin our flyer on this designated areas. We might even ask the store owner to hand the flyers to customers during checkout or place them on tables or shelves where customers can see them.

Stand at schoolsSome people still do not know about character bento. We need to informed them about our character bento so they will buy it. That is why, we will make character bento stands at school. We also make a workshop for kids, so they can learn how to make character bento. It could be a fun activity for them. It could make them interested in our bento, therefore they will ask their parents to buy our bento for their meals. It is an effective way to advertise our bento.

MembershipFor our customers who take packages, they will get a membership. After their first purchased, they will get 10% discount in their second purchased when they take another packages or order.

Point of purchasedFor our regular customers who order directly, they will get points every time they purchase bento at oishi bento. Every multiply of 25 points, they will get compliments like free tempura, desserts, drinks, coupons or free bento. Point of purchase promotions offer marketers one of the most effective sales promotion tools included in the "promotional mix."

Getting and using testimonials

Testimonials are beneficial in a number of ways, like they add instant credibility. We are not telling prospects how great our product is, one of their peers is they leverage our existing client base. It is a subtle way of saying, "These people buy our bentos, why don't you?". Good testimonials can be excellent marketing tools, but getting them can be a challenge. Even when client has a really good testimonials.

3. Pricing plan