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Business plan
Ethiopian Restaurant in India
Executive SummaryO Growing globalisation in Indian society
O Increasing disposable income as the economy grows
O Changes in traditional family structure leading to double income families
O Rising business and leisure travel out of India
O Increased inbound travel to India
All leading to a need to experiment and experience Global cuisine…
Company BackgroundO Currently run a chain of restaurants
O Indian CuisineO Kerala CuisineO Punjabi cuisine
O Chinese cuisineO Spanish Tapas Bar
O Restaurant chain is present only in metropolitan areas of Bombay, Bangalore and Chennai
Market OverviewO The market is still
dominated by Indian Cuisine
O While there is a steady growth of interest in Global cuisine
Chines
e
Italia
nTh
ai
Mex
ican
Contin
enta
l0
40
80
Relative size of international cuisine
Overall interest in Food
Indian Chinese Italian Thai
Barriers to entryO Market is nascent for African food
O Low level of awareness on African cuisine
O Fewer brands are currently associated with African cuisine
CompetitionO Ethiopian cuisine has spices similar
to Indian and Mexican; However hardly any Ethiopian restaurant can be found in Bombay, Chennai, Bangalore
O Most the competition will be from restaurants serving other cuisine
Product offeringO Product
O Indianised Ethiopian foodO Pricing
O High end as in restaurants serving international cuisine
O PlaceO Places with a higher concentration of young,
mobile, well – travelled , IT populationO Promotion
O Digital predominantly
Target SegmentO Young and Young at heart
O 25+O UrbanO Modern; willing to experimentO Exposure to international culture,
travel and cuisineO High disposable income, SEC A
OperationsO Manpower & TrainingO Chefs – With experience in Ethiopian
and Indian cuisine; International hireO Trainee apprentices- local hire
O Managers- local hireO Waiting staff- local hireO House keeping- local hire
Financial PlanningYear 1 Year 2 Year 3 Year 4 Year 5
Infrastructure - lease/ rent
COGS
ManpowerMarketing
Expected Breakeven Period= xyz yearsReturn on investment (in 5 Years) = x%
Timeline
ActivityMonth 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Local body licenses/ govt clearance etc. Infrastructure- Shortlising, Negotiotions, Drawing the contract Hiring Marketing Operations
Critical Success Factors
O Local clearanceO LocationO Staffing
Thank You!