ACKNOWLEDGEMENT

We have taken efforts in this business proposal. However, it would not have been possible without the kind support and help of many

individuals. We would like to extend our sincere thanks to all of them.

We are highly indebted to our instructor Mr. Irfan Bandukda for his guidance and constant supervision as well as for providing necessary

information regarding the proposal & also for his support in completing the proposal.

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Table of Contents

VISION...................................................................................................................................................... 3

MISSION................................................................................................................................................... 3

VALUES.................................................................................................................................................... 3

LONG-TERM OBJECTIVES................................................................................................................... 3

DESCRIPTION OF VENTURE.............................................................................................................. 4

PRODUCT DESCRIPTION.................................................................................................................... 5

SWOT ANALYSIS.................................................................................................................................... 5

MARKET COVERAGE............................................................................................................................ 6

PROMOTIONAL STRATEGIES............................................................................................................ 7

PUBLIC RELATIONS.............................................................................................................................. 7

BUSINESS NETWORKING.................................................................................................................... 8

CONSUMER SURVEY AND BUSINESS SURVEY..............................................................................9

BUSINESS STRUCTURE..................................................................................................................... 13

HIRING PHASE PLAN......................................................................................................................... 14

JOB ANALYSIS...................................................................................................................................... 15

PROFESSIONAL ORGANIZATION MEMBERSHIP.......................................................................17

QUESTIONNAIRE................................................................................................................................ 18

MENU OF HOOLIGANS....................................................................................................................... 20

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VISION“To be a place of choice for extraordinary dining experience for all sports

enthusiasts.”

MISSION Be recognized for our service par excellence, exceptional environment, our food

and amazing drinks. Conduct all our relationships with an emphasis on long term mutual success.

High quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors.

VALUESTo be instrumental in spreading the love for sports in our community and to

encourage an active and healthy lifestyle.

LONG-TERM OBJECTIVESIf the business is meeting its projections by month eighteen, we will start scouting

for a second location and develop plans for the next unit. Our five year goal is to have atleast 3 restaurants in Karachi City.

Description of Venture

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THE BUSINESS IDEA“The Hooligans” is a sports theme based restaurant looking to attract the increasing number of people who love various sports. It will cater to the burgeoning upper middle class and sports enthusiasts especially of football and shorter versions of cricket (Twenty20). This is an unexplored market since the majority of the cafes in Pakistan are either unaffordable or they do not provide an adequate facility where friends can hang out and enjoy their favorite sports action.

PRODUCTS AND SERVICESThe business will focus on establishing a sports theme restaurant where people can enjoy their favorite sports on the large screen TV, or just talk about it with friends while enjoying our tasty food and drinks.

Cafes and other expensive eatery outlets seem to be the in-thing. When deciding on which place to eat at, people usually consider the quality, price, perhaps décor and style. Often, new places are tried just because they offer something different. We aim to capitalize on this and see the sports theme as our unique selling proposition.

GEOGRAPHIC LOCATIONWe are looking for a restaurant space of approximately 2,000 sq. ft. in Zamzama commercial area, Defense. This area is easily accessible, and public transportation is also available to get to this place. There are no parking and street lighting issues either.

EMPLOYEESThe labor component of the project will be handled through advertising in a nationwide newspaper of good standard, tentatively which is expected to be Jang and Dawn. The management will be looking for a combination of individuals with past experience, excellent manners, a satisfactory level of language capability and enthusiasm. Since the management will be offering above average wages we expect to attract the crème of the workforce and hope for low employee turnover.

Product Description

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“The Hooligans” is a sports theme based restaurant looking to attract the increasing number of people who love various sports. The business will focus on establishing a restaurant where people can enjoy their favorite sports on a large screen TV, or just talk about it with friends while enjoying our tasty food and drinks.

LAYOUTTo accommodate the different groups of customers, we will use tables for four that can be pushed together in areas where there is ample floor space. This gives us flexibility in accommodating both small and large parties. Booths for four to six people will be placed along the walls, and ample space would be reserved for storage, food preparation, cooking, baking, dishwashing, aisles, trash storage purposes, as well as designated areas for employee facilities and an area for a small office where the staff can perform daily management work.

FOODHooligans menu is designed to cater people of all ages at all hours of the day. The breakfast items have been included since games sometimes take place late at night and last till morning. All the food items are easy to pick up and eat while watching television. All this served with no compromise on quality, freshness and Taste.

SWOT Analysis

STRENGTHS The creation of a unique and innovative fine dining atmosphere will differentiate us

from the competition. The restaurant will stand out from the other restaurants in the area because of the unique theme, design and decor. It will offer a fine dining experience in a cozy atmosphere.

Product quality. Not just great food but great service and atmosphere. The menu will appeal to a wide and varied audience. Controlling costs and prices at all times without exception. Other activities to engage the customer by offering an experience that endows much

more than just food. Strong family support to help in difficult times, if needed.

WEAKNESSES No previous experience in restaurant business and related operations.

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OPPORTUNITIES Increasing trend of eating out has become a popular culture. A nearly insatiable demand for convenience will continue to drive restaurant sales. No direct competition in terms of ‘Idea’.

THREATS A large number of competitors in chosen area which serve almost the same kind of food

that we do. High food inflation, high oil prices, energy and food shortages, and high interest rates

also pose a threat to our business. The high costs associated with maintenance and obsolescence of technology will be a

problem. Political environment and circumstances of Karachi.

MARKET COVERAGE

CUSTOMER ANALYSISThe target market for Hooligans is essentially Sport fans, belonging to the upper middle

and higher income classes. The target age group is between 16 and 35 years. Our customer

base will come from the following segments: Sport fans, students, tourists, offices in the

vicinity.

The concept and product image of Hooligans will attract 3 different customer profiles:

Those Sports enthusiasts who want to share their passion.

Those who want to do more than just eat out.

The curious and the young at heart.

PRICING STRATEGYThe pricing strategy was prepared keeping in mind the high initial investment, competition

and the target market. A number of restaurants that cater to similar target markets were

visited in order to establish comparable prices. Also, prices had to be competitive, yet not

so low as to put off Customers. Moreover, the plan is to have a minimal cover charge as

well, say Rs. 100. This is the amount charged in order to enter the restaurant, and may be

redeemed for food items.

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Promotional Strategies

MEDIAWe will promote “The Hooligans” through media by an advertisement using an abstract kind of ad first. Print ads in newspapers and magazines, and to spread the word; fast and cheap social networking websites are best medium.

EVENTSFirst event from us will be the launch of “The Hooligans”, topped with some of our main cuisines and special discounts. Future plans may include sponsoring sports at college and university level and others various events.

PUBLIC RELATIONS

BLOGThe blogosphere has become a valuable resource for tracking industry trends and hot new topics. We will create our own blog to showcase HOOLIGANS and its theme, and philosophy. An entrepreneur blog offer a wealth of opportunity. Creating our own blog space will give us an opportunity to extend our HOOLIGANS messages, news, etc to a wider range of customers.

MULTIMEDIAOnline video sharing sides are one of the fastest growing media sectors including YOU TUBE attracting over a Billion viewers’ every day. For our business, this web video is enticing proposition because it will be far less cost of production and distribution than a traditional broadcast material. After featuring the video on You Tube it will be easy to send an email to our random contacts with a direct link to a clip.

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BUSINESS NETWORKING

A POCKET FULL OF BUSINESS CARDSAttending events and meeting concerned people to increase the network of our business. Targeting events specifically related to food and sports. Contacts can be from government sector and well known sports personalities for endorsement, and then moving on to other business oriented organizations.

PROFIT FROM NETWORKINGOur business will grow, prosper and develop through the relationships we have created and maintained over time, providing us with opportunity to further expand our contact list. We will create a win-win relationship and nurture our networking though events.

ONE-TO-ONE MEETINGWe will create an opportunity by meeting a referral source in person which will help us to learn more about his or her business & interest and a meal at HOOLIGANS, ending with a ‘Thank You Gift’ of interest.

PUBLISHING Directing customers to our business location with Google Maps. Ask our friends to spread the word. Having lunch with the new business acquaintance each week. Emailing friends & family and constant reminding. Becoming active on social networking websites. (facebook, myspace, twitter, etc.). Always keep your business on top while having professional discussions on events, or

meeting with referrals. Displaying online reviews and posting word of praise on our website. Attending business events where we can talk about our business and networking with

other business owners. Using promos with invoices. (Distributing pamphlets with a word that bringing them

back with you will give you the opportunity to acquire 20% discount.). Sending postcard to each person we know announcing our new venture. Joining clubs relevant to our work line.

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Consumer Survey and Business SurveyThe target market for Hooligans is essentially Sport fans, belonging to the upper middle

and higher income classes. The target age group is between 16 and 35 years. Our customer

base will come from the following segments: Sport fans, students, tourists, offices in the

vicinity. The concept and product image of Hooligans will attract 3 different Customer

Profiles:

Sports enthusiasts who want to share their passion.

Those who want to do more than just eat out.

The curious and the young at heart.

Before the launch some very basic questions are required to be answered by conducting a

market analysis, like

What trends are emerging in the food service industry?

What are the strengths and weaknesses of our competition, and how can we use those

in our benefits.

Is my location suitable?

Does my concept fill a niche in the market?

What is the potential number of customers I can serve per year?

This analysis can provide valuable information on market conditions to help in forecasting

and budgeting. It also provides a foundation for an effective marketing plan and essential

information required in a business plan or feasibility study. The risks of a business

investment are also lessened by careful analysis of the market.

While operating, special question cards are designed for the consumer surveys, required to

be filled at the end of visit. Online questionnaires are also present so that the customers can

also fill them online. Questionnaires are based on the food quality, environment design,

menu selection, pricing of menu, décor, professionalism and friendliness of server(s),

promptness of service and overall restaurant experience.

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SUPPLIER ANALYSISMain suppliers of Hooligans are Unilever and Rafhan Food Industries in terms of food

whereas for the furniture we contact Design line Furniture Company for the furniture and

decor. E-Creatorz got the contract of website designing of Hooligans. Computer hardware

for our restaurant is provided by the Mushko Electronics (PVT) Ltd.

COMPETITOR ANALYSISThrough above mentioned questionnaire

Direct Competitor: Sports Bar

Indirect Competitor: In terms of food are Arizona Grill, MC Donald’s, KFC, Village and

Evolution etc.

Reducing the Bargaining Power of suppliers Partnering Supply chain management Supply chain training Increase dependency Build knowledge of supplier costs and methods Take over a supplier

Reducing the Treat of New Entrants Increase minimum efficient scales of operations Create a marketing / brand image (loyalty as a barrier) Patents, protection of intellectual property Alliances with linked products / services Tie up with suppliers Tie up with distributors Retaliation tactics

Reducing the Competitive Rivalry between Existing Players Avoid price competition Differentiate your product Buy out competition Reduce industry over-capacity Focus on different segments Communicate with competitors

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Reducing the Bargaining Power of Customers Partnering Supply chain management Increase loyalty Increase incentives and value added Move purchase decision away from price Cut put powerful intermediaries (go directly to customer)

Reducing the Threat of Substitutes Legal actions Increase switching costs Alliances Customer surveys to learn about their preferences Enter substitute market and influence from within Accentuate differences (real or perceived)

Hooligans focus on “FOCUS DIFFERENTIATION” strategy.

Entry of CompetitorsProfitable markets that yield high returns will attract new firms. This results in many new

entrants, which eventually will decrease profitability for all firms in the industry. This entry

can be blocked by making constant the perfect competition. Until now Hooligans run in

perfect competition based on a theme based restaurant in Pakistan. A strategy of entry

deterring price will be maintained to create the barrier for the new entrants. More over

Hooligans has patent their name so that none of the other business can steal our idea.

Threat of substitutes“Induce your competitors not to invest in those products, markets and services where you

expect to invest the most … that is the fundamental rule of strategy”. - Bruce Henderson

Until now there is no threat of substitute. It is easy for us to create the loyal customers for

Hooligans. We will remain update our strategies with the needs of the customer so that

they will remain loyal to us even if any other business come into this field.

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Bargaining power of buyersCustomers compete for the low prices. We are the monopolist, and we will try our best to

make our customers satisfied with us. We will show responsiveness and will move

according to our customer choices.

Bargaining power of suppliersSuppliers compete with the industry by trying to force cost higher. We will try to maintain

a good relationship with our buyers as well as with the suppliers. Both will be kept

satisfied.

Rivalry among the existing players“Keep your friends close, but your enemies even closer.”- Don Vito Corleone

Until now there is no competitor in terms of theme based restaurants is present for

hooligans. But in terms of food and quality many competitors like Arizona Grill, MC

Donald’s, Village, and Evolution etc are present in the same areas. To compete with them

we use our competitive advantage that is, the creation of a unique and innovative fine

dining atmosphere with unique theme, design and décor, food quality and fast service.

BUSINESS STRUCTURE

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HIRING PHASE PLAN

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BOARD OF DIRECTORS (ADVISORY CONSULTANTS)

HUMAN RESOURCE DEPARTMENT

MARKETING DEPARTMENT

MANAGER AND

EMPLOYEES

FINANCE DEPARTMENT

MANAGER AND

EMPLOYEES

GENERAL MANAGER

ASSISTANT MANAGER

SERVING AND CLEANING

STAFF

EXECUTIVE CHEF AND

ASSISTANTS

RESERVATION MANAGER

Two years are required for developing a complete platform of HOOLIGANS. Starting first 2 months are for hiring of chefs because they will take time to understand and practice our menu. Furthermore first 6 months are for property and rent accommodations. After that 4 months are for hiring perfect and creative managers for our HOOLIGANS. The next 1 year left includes the hiring of other staff including waiters, security guards, suppliers, etc., assembling, and building of a HOOIGANS to get started exactly after 2 years.

PERSONNEL PLANWe believe personnel plan is good proportion to the size of the restaurant and the projected revenues. Having Board of Directors, Marketing Department, Finance Department, including General Manager for the environmental controls of HOOLIGANS, Executive Chef for excellent variety of cuisines’and servings.

INTERVIEWInterview will be conduct at the HOOLIGANS office, by all the four partners in shifts conducted by two partners at a shift. Final interview will be conducted in the presence of a HR recruiter (outsourced) accompanied by four partners.

Advisory Consultants: (Board of Directors) Financial service consultant Restaurant service consultant Media and public relation consultant

Degree, Certifications, and Professional Affiliations:

MBA in Business Management B.S. in Computer Science Project Manager Certification (Professional)

Kitchen Chief Executive Chef Five assistant chef

JOB ANALYSIS

The announcement of job opening will be through:

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Advertisement: newspapers, and online advertising. Personal Recruiting: this involve going to universities and professional institutes.

Candidates will be given application forms to be filled which than be recruited and applicable candidates will be interviewed on the given dates.

Employees will be trained not only in their specific operational duties but in the philosophy and applications of our concept. They will receive extensive information from the chef and will keep informed of the latest information on healthy eating.

HOOLIGANS will offer competitive wages and salaries to all employees with benefit packages available to key personnel only.

GENERAL AND ASSISTANT MANAGERThe responsibilities of the manager is directing and scheduling activities of HOOLIGANS.One of a restaurant manager's most important jobs is customer service. It is important that customers receive prompt service in a professional, friendly manner, with enough staff to serve them in a timely fashion. A restaurant manager needs the expertise and patience to deal with customers, no matter how rude or unreasonable they are.

Qualifications and responsibilities required

Operational skills. A graduate of a culinary or a hospitality program. A passion of continuous learning and delivery. Minimum experience of one year. Supervising skills. Work ethic. Ability to hire and train staff. Finance management. Tracking inventory. Development of marketing strategies.

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EXECUTIVE CHEFThe executive chef is primarily responsible for assigning responsibilities among the kitchen staff to ensure that food preparation is efficient. In addition, the duty includes the following:

Manage food preparation and cooking. Ensure that food quality standards should meet. Cook food, either for a regular basis or for special functions only. Plan the menu and create new recipes’. Prepare the budget, including projection of annual food. Perform a regular inventory of food supplies and equipment.

Qualifications required:

Education in culinary arts. Experience in a kitchen environment. Financial management skills such as accounting. Time management, communication, and leadership skills.

WAITERSThey are for order taking and serving purpose.

SECURITYWe are having morning and evening shifts of security guards.

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Professional Organization Membership

LIONS CLUBTo grow personally and professionally by participating in their programs, community service projects and events and to develop relationships with both local and international community. Because ventures that exist solely to maximize profits are unable to advance the interests of society as a whole.

ROTARY CLUBEveryone needs to network and Rotary consists of a cross section of every business community. Its members come from all walks of life. Rotarians help each other and collectively help others too.

COUNTRY CLUBFor publicity and attracting the upper middle class and will also help to attract the sports fanatic people towards our business concept.

All this will be done within the first year of launch; locally.

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QUESTIONNAIRE

HOOLIGANS USE ZOOMERANG BUSSINESS SURVEY SOFTWARE ONLINE AND OUR RELATED COMPETITORS

Q: Which of the following attributes influence your decision to eat fast food?

Mood 60%

Convenience 30%

Menu 20%

Location 50%

Hangout 80%

Q: What meal are you most likely to eat?

Lunch 78%

Dinner 92%

Breakfast 25%

Q: Which chain offers the reliable and consistent quality?

MC Donald’s 80%

KFC 75%

Subway 43%

Arizona Grill 80%

Q: Which one do you frequently visit or are you loyal to which one of the above?

MC Donald’s 75%

KFC 76%

Subway 80%

Arizona grill 70%

Q: What are you watching?

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Entertainment 70%

Your interest 85%

Food 90%

Q: Which sports do you prefer to watch?

Cricket 98%

Football 70%

Tennis 40%

Q: Which type of food do you most prefer to eat?

Pakistani 80%

Chinese 70%

English 85%

Q: Which type of television do you prefer to watch sports in a restaurant?

Cinema scope 95%

80 inches 40%

60 inches 0%

Q: With whom do you want to visit at our HOOLIGANS (Passion for Sports) most?

Family 60%

Friends 95%

Alone 5%

Q: Which type of ‘Reservation Alerts’ for important sport events do you most prefer?

Text messages 90%

Email 50%

Phone call 4-5%

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MENU OF HOOLIGANS

BURGERS AND SANDWICHES

Hooligans Steak Strips Cheese Burger (Chicken / Beef) 375 (A burger with a fiery twist! These chilies are jalapeno peppers that have been dried, smoked, and then packed in a flavorful sauce made of tomatoes and other spices. Here, we add these special peppers twice--first to the mayonnaise, which gets spread on the buns, and then mixed into the meat before its grilled. And don't skip the red onions and tomatoes: they add a sweet, crisp bite.)

Passion Attack Burger (Beef) 325(A giant beef burger dripping with butter-fried onions is served between two grilled cheese sandwiches.)

Old Pakistan town Burger (Chicken / Beef) 355(An Asian twist with juicy spread of lemon, and green chilies with an addition of sweet n sour sauce used as a grilling sauce which makes this a wonderful and different burger to fix on the grill). 

RICE CORNER

Dosa (Indian) 250(Rice and lentils pancakes with edition of spicy Hooligans sauce).

Fried rice 375(Serve in a potato basket with chunks of dried fish, onion, eggs, and tomatoes).

Turkish rice 390(Meal indulging the flavor of beef stock, roasted beef stripes, roasted chilies, the desire of chili lovers).

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STEAK CORNER

Peppered Hooligans Striped Steak (Chicken / Beef) 700(Meal is spiced up with a secret spicy sauce).

Eastern Grilled Steak (Chicken) 625(Try it and take your taste buds to moon. It is served with chopped mushrooms, onions, and a spicy Hooligans sauce developing the passion of spice).

DESERTS Passion Fruit Souffle 250 Cheese cake 325 Hot apple / orange pie 200 Dark Cadbury Milk-fy (Hooligans specialty) 400

BEVERAGES:

Fizzy drinks 80 Hooligan’s special Drink 150 Ice Tea 70 Green Tea (flavored) 50 Coffee 120

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