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1. Company Overview:

By ZOF we are abstractly defining the freshness inside it; as our food will be oil free and full of nutritious, vitamins and minerals ZOF represent all of it. The commonest form of lifestyle, which people have in this modern era, is sedentary lifestyle. Very few are involved in regular physical activity. Most of us have a lifestyle which has minimal of physical work, no exercise and bad dietary habits i.e. sedentary lifestyle. Now, it is known to all, that fat forms blockages in the arteries like coronary arteries. These fats are called cholesterol and triglycerides. They get deposited in layers over a period of years. When these blockages become significant, the tubes get choked leading to a disease called coronary artery disease. To avoid this diseases take cholesterol free food.

In the past 50 years cholesterol was considered as the only constituent of the blockages. It was only in the last one decade or so, that triglyceride has been found to be equally responsible for creating blockages. Triglyceride is the chemical name, known to the common man as "Cooking Oil". The oil manufacturing companies exploited the innocence of the people, misled them to believe that oils are harmless by promoting their sales with captions like "Cholesterol Free Food and Diabetic food" or "Zero Cholesterol Oil". Well, it is true that oil does not have cholesterol because it is made from plant seeds; whereas cholesterol comes from animal products (meat, milk & their products).The lay men started buying these oils. What they failed to realize was that these oils are also hundred percent fats because they are triglycerides and triglycerides are equally harmful. Oils also have high calories content that can lead to obesity, diabetes and high blood pressure. It is best to minimize the fat content in our healthy food. This can be easily obtained from all the Healthy food items and Diabetic food, as every food contains oil known as invisible fat or hidden fat. This means that all the visible sources of fat should be completely cut down. Now, this would raise a query: How to prepare delicious food without oil and cholesterol free food? What if the healthy food is prepared without oil? Will the taste be there? If you think rationally, the answer would be yes. The taste comes from the spices. Oil itself does not add taste. It is our mindset, which was trained to believe all these years, which says that taste comes from oil. But when we ask to remove the oil. But when we ask to remove the oil, the measles get removed automatically. This happens because the housewife does not know how to put the spices, when no oil appears in the frying pan which you are going to experience in Green Food.

1.1. Vision :

Making people habitant on ZOF and giving a wonderful healthy life.

1.2. Mission:

The Green food corner will strive to be the prime ZOF restaurants in the local marketplace. We want our guests to have the total experience that exceeds their expectations on every visit. We value the people who work for us. Quality employees make quality food, keep the restaurant cleaner, give better service, and stay employed longer because they like working at The Green

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Food Corner We believes friendly managers hire friendly crew people and friendly crew people attract customer

1.3. Objective:

ZOF objectives for the first three years of operation include Provide the highest quality food and service to the community Create an atmosphere where each person can work as a team member, with clear goals

and high standards that profit everyone Combine the corporate marketing strategies to build volume quickly First year sales to hit between 16 and 18 lack TK with 10% growth in first few years Keeping food cost fewer than 35% of revenue. Keeping employee labor cost between 16-18% of revenue Be the first fine dining ZOF Restaurant in Bangladesh.

1.4. Keys to Success:

The keys to the success of are given below:1. The creation of a ZOF restaurant unique, innovative, entertaining, mid-scale atmosphere

that will differentiate us from the competitor.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 areas4. Hiring the best people available, training, motivating and encouraging them, and thereby

retaining the friendliest, most efficient staff possible.

1.5. Ownership:

ZOF restaurants are a partnership firm. It has five partners who generate the idea and capital for it. They are- Mazeda Akter, Kumar Saha Subir, Alam D. M. Sazzad, Ahmed Humaun and Siju Mariyam Akhter . All the partners are going to invest at the same amount of capital so the profit and loss will be distributed equally.

1.6. Location:

We select Gulshan 2 circle for starting the ZOF restaurant operation. We are searching suitable place there. We select Gulshan 2 because there are three most popular private hospital Lab Aid, United and Apollo are near by it. So all the patient of heart disease and diabetics come in those for treatment will notice our restaurant. This area also has a lot of private corporation office but there is not much restaurant yet there so we will have a large number of potential customers. Gulshan, Banani, Baridhara and Badda residential area are also near by it and in these areas people are more concern about their health so at dinner time they can also come.

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2. Financial plan

2012

Profit margin= (Profit/ income) * 100

(104,000/ 600,000) * 100 = 17.33 %

2013

(170,000/ 700,000) * 100 = 24.29 %

2014

(195,000/ 760,000) * 100 = 25.66 %

3. Product and Related Service:

Green food corner will provide quality dining seven days per week. Our food products will be of the finest quality and prepared with sensitivity and care. We will 'go all the way' to satisfy our guests. We will be offering a menu of food and beverages with a distinctive image. There will be three ways to purchase these products; table service at the restaurant, take-out from the restaurant, and delivery to home or office.

3.1. The Menu:

At the initial level the ZOF restaurant we offer around 120 items including different types of Breads, Soups, Curry, Rice Specialties, Vegetable Specialties, Desserts, Salad and Drinks. The entire item here will we made without any oil. There has been an increased awareness of nutritional and health concerns in recent years and a growing market of people who now eat this style of cooking regularly.

3.2. Product Mix:

Our foods are divided into three parts: - breakfast, lunch and dinner.In the breakfast time most people will prefer to have Breads so in this time it will be the main item. 3.3.Production   Process Food production and assembly will take place in the kitchen of the restaurant. Fresh vegetables and dairy products will be used to coop most of the dishes from scratch. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff.

3.4.Service There will be three ways a customer can purchase food. They may sit down in the dining room and get full service from a waitperson. A separate take-out counter will service those who wish

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to pick up their food. Most take-out food will be prepared to order with orders coming from either the telephone or online. Delivery will be available at certain times and to a limited area.

3.5.FutureOpportunities There is a market segment that prefers to eat this type of cooking at home although they do not have the time to cook. This opportunity will be researched and developed on a trial basis. If successful, it could become a major new source of income without creating the need for additional staff or production space.

4. Technology:

The equipment needs in the business are given below:

1. Roll top chafing dish Stainless Steel2. Refrigerator3. Stove4. Cooking utensils5. Oven

Many people may think that the tools and technology of the restaurant industry is limited to basic kitchen appliances and tools. However, one may not expect some complex equipment that is used in the restaurant industry. In Green food corner we use the following equipment:

1. One 15" Touch Screen POSX All-In-One Compute: (Intel 2.8GHz Celeron CPU, 160G SATA Hard Drive, 1GB DDR2 RAM, Windows® XP) will use to keep the all the details information of sales, price, customer etc.

2. One Auto Open Cash Drawer to keep the cash.3. One Credit Card Slide Attached To the "All in One" Monitor to provide customer credit

card facilities.4. One BPA Restaurant or Restaurant Delivery Software

5. One Dot Matrix Auto Cut Kitchen Printer to inform chef about the online order. 6. Thermal Auto Cut Receipt Printer to provide payment receipt to customer7. Employee Card Swipe keeps the arrival and departure.8. Wi-Fi access for customers9. Online orders through website

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10. Databases for recording sales, workers hours, ordering and re-ordering or products and complete inventory, delivery schedule.

11. The Bose DS16F Restaurant Sound System will use as sound system. 12. Sony - KDL-46NX720 - 46" LED-backlit LCD TV - 1080p (Full HD) will use in the

restaurant.

5. MARKET ENVIRONMENT:

The market can be divided into two market segments, families and individuals. Families will comprise the majority of dinner time business with individuals making up the majority of lunch time business. ZOF restaurant will be operating with the food which are especially good for the people with the Diabetes, heart disease patients so we will consider this group of people along with the smoker because they have the change to attract by these disease very easily but if they take ZOF it will take care of their health.

5.1. Target Market Segment Strategy:

ZOF restaurants will be focusing on families and individuals for several specific reasons. Most dinner services are for families. As more households become two income families, the adults have less time to prepare meals. But the people with this kind of particular disease need extra care about their meal but most of family member does not have enough time to cook such a kind of food for them so we are here to help them. The lunch business is driven by individuals. Many go out to lunch to get out of the work setting. Others have business meetings at lunch. This creates a large market of potential customers that is especially attractive.

5.2 Market Segmentation

The market has been segmented into two distinct groupsFamilies: forecasted to contribute 37% of the revenue:-

Age more than 40 years >50000 in household income Go out to eat 2 times a week Most them affected by heart disease or diabetes Dinners out are used as a meal replacement since neither of family has time to cook

especial meal at home

Individuals: comprise 52 % of the revenue:-

Age more than 35 years >35000 TK in average income Go out to eat 4 times a week Most them affected by heart disease or diabetes or smoker Young professionals that live near the location. Shoppers who patronize the nearby high rent store.

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It important here to note that in BADAS-Sir Ganga Ram SAARC Diabetes Conference it is identified that Bangladesh ranked tenth with over seven million diabetic patients and expects to become seventh by 2030. And from another latest survey by National heart foundation hospital and research institute on Cardiovascular diseases carried out in Bangladesh showed prevalence of Hypertension in adult population about 20-25%, Ischemic Heart Disease in adult population about 10%, Rheumatic Heart Disease 1.2 per thousand and Congenital Heart Disease 8 per thousand new born babies. According to WHO the Percentage of smokers aged 18 years and above 2003 or latest available data men 63% and women 34.5%. So for the information we can easily say that we have a good number of potential customer we just need to use are marketing strategy properly to make them concern about our product.

Customer buying patterns typically revolve around several different factorsLocation: The restaurant is located near to work or homeConvenience: People eat out as it is quicker than preparing a meal themselves. Factors of convenience relative to sit down restaurants are the time it takes to be seated, served, and the hours of operationQuality: The menu items must meet minimum levels of quality for people to be willing to spend money on the food, particularly when there are so many different options available

6. Industry and Market analysis :

This is a new concept business in Bangladesh. We are the first who introduce the ZOFrestaurants in Bangladesh. Our main focuses on Dhaka city. As a new business we have no potential direct competitors. But it is not easy to say that in near future competitors will not come. In Dhaka city, there are a lot of famous restaurant like KFC, STAR KABAB, FOUR SEASONS, BOOMERS, HEALVASIA, PIZZA HUTT, DOMINOUS PIZZA, ZINGZIAN, MID NIGHT SUN, KAZANA, KASTURI, CAPTAIN’S WORLD, BAR B Q TONIGHT, PIZZA INN. In future they could move their business in zero oil food. Because the demand of ZOF is increasing day by day. It is good for health and people prefer it than oily food. So we have to conscious to the strategy of our competitors. So, we can take necessary steps against their strategy. If we analyze the restaurant industry in Dhaka city according to Michael Porter’s five forces, we can easily find out the rivalry in this sector.

6.1. Swot Analysis:

A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis.

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Strengths:

A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage.

1. The ZOF restaurant will produce new items of food with the combination of existing food.

2. It gives the most emphasize on quality as the item, hygienic and nutritious food.

3. It has a qualified management team who are very hard working.

4. It will use innovative idea in the process of producing as well as marketing its products.

5. The h ZOF restaurant as experience chef who will produce the oil free food.

Weakness:

The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses:

1. For producing food we have to depend on our raw materials suppliers.2. Sometimes load shedding will hampered to the production process.

3. The ZOF restaurant has not much more vehicles and human resource which will hamper our home delivery service.

4. The ZOF restaurant starts the business as a new comer. So we have no brand image. So it is our weakness.

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Opportunities:

The external environmental analysis may reveal certain new opportunities for profit and growth.

1. There is a huge demand of oil free foods. But in the market there is no such restaurant that produces oil free foods.

2. The policies of govt. and others rules and regulations are not so strict at all. So it is an opportunities for our business.

3. Customers always want high quality food with low price. We will produce high quality food without considering price.

Threats:

1. The recipes of the food are easy to copy by the competitors. So it is a threat for the business.

2. There will be enough possibilities to build up competitors.

3. Customers are not concern about our food because we are new entrance in this business.

6.2. Michael E. Porter's Five Forces - Industry Competitive Analysis:

The Threat Of Substitute Products

The greater the number and the closer substitute products imply an increase the propensity of customers to switch between alternatives (high elasticity of demand).

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The threat of substitute products is for the whole industry. There are a lot of substitute products like junk food, a lot of delicious oily foods etc.

Relative price performance of substitutes : If the price of substitute products is poor than us, the customer will go for those products because customers always want high quality products with a low price.

Perceived level of product differentiation : The competitors have a lot of differentiation products. The substitute products have a lot of flavor. So it is a threat for our business.

The Threat of The Entry Of New Competitors

As a new business we are the new comer of this sector. But when we start our business any one can encourage about our business and he/she may come to this sector. So that is a threat of new entrance for us. We can analyze the following ways:

HIGH:

1. Capital requirement: In restaurant business there is no need a lot of capital. So any one can entrant any time in this sector. So it is a threat for our business.

2. Govt. policies and regulation: Govt. policies, Rules & regulation is not strict at all in restaurant business. So it is a high treat of our business because of new entrance.

LOW:

1. Economies of scale: In ZOF business we are the new one. But within a year we will experience in this business and achieve the optimal point of economies of business. So in that time no one can come to our business and achieve the economies of scale. So threat is low for us.

2. Experience: We are the first in this sector. So our experience is high from a new entrance. So it is one of our strength and it is also diminish the threat of new entrance.

3. Product differentiation: we have a lot of products and each is different from others. Those products have different flavor. Customers also like the products differentiation. So it is decrease the threat of new entrance.

The bargaining power of customers: It also described as the market of outputs. The ability of customers to put the firm under pressure and it also affects the customer's sensitivity to price changes.

1. Switching cost: Buyer switching costs are relatively poor in this sector. Any time buyers can move from one restaurant to another. So the power of buyers is very high in this business.

2. Size of customers: The no. of customers is relatively rich in this sector from other sector. So their bargaining power is also high. So we have to focus on their choice whatever they want.

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3. The backward integration: The buyers can make it by themselves. Because recipes of zero oil foods are available. So in this sense the groups of buyer are very strong.

4. Price sensitivity: If the buyers think the price is so high then they go for cheap one. It is called the buyer’s behavior.

The Bargaining Power Of Suppliers:

The bargaining power of suppliers also described as market of inputs. Suppliers of raw materials, components, labor, and services (such as expertise) to the firm can be a source of power over the firm. Suppliers may refuse to work with the firm, or e.g. charge excessively high prices for unique resources.

In the restaurant business we always need fresh vegetables, meats and other raw materials and we have to get it timely otherwise it is not possible to serve the customers on time. So, the power of suppliers is very high in this industry.

The no. of suppliers is very high. So the switching cost is low for us. So in this sense the bargaining power of suppliers is not high at all.

The intensity of competitive rivalry:

The intensity of competitive rivalry for most industries, this is the major determinant of the competitiveness of the industry. Sometimes rivals compete aggressively and sometimes rivals compete in non-price dimensions such as innovation, marketing, etc.Very first we mention that ZOF is new concept in restaurant business. So in general sense we have no existing direct competitors. But we have a lot of indirect competitors in the market. In future they could be our direct competitors.

7. Business Model: In ZOF restaurant business model we give the details information about the various activities we are going to do with the every single person related with the

(TOP-ONE TRADIN

storage

VEGETABLE SUPPLIER

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Waiter

Chef

Customer

manager

cashier

Courier Operator

8. Marketing Plan:

PAYMENT FOR FOOD

ONLINE ORDER

COOK

In Green Food Corner

Order

EAT

TAKE OUT

Shortage

Sales & revenue

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There is some marketing plan which is important to build up a good business. These are given below:

8.1. Guerrilla Marketing Strategies:

8.1.1. Niche marketing:

we have to find out the niche market segment which people prefer oil free foods. Old people are health conscious. So they are our niche segment.

8.1.2. Entertailling :

In our restaurant we write a lot of health conscious statement and also draw some of our product’s picture which attracts the customers. We also arrange a sound system which is very enjoyable to the customers.

8.1.3. Green marketing:

It is our social responsibilities to keep the environment clean. We do not use any polythene bag for home delivery. We destroy the wastage in a proper way. We are committed we don’t use anything that is harmful for environment. This strategy will help us to touch the customer’s emotion.

8.1.4. Strive to be unique:

Our product is our uniqueness. Because other restaurants do not serve the oil free foods.

8.1.5. Devotion to quality:

We always focus on quality which is the rigorous want of the customers.

8.2. Promotional Strategy:

As the r e s t au ran t a s we l l a s t he food i t em a r e a l so new. Tha t ’ s why i t i s necessary huge promotional strategy to affiliate the target customer with t h i s new p roduc t . Mos t o f t he p romot iona l s t r a t egy w i l l be i n fo rma t ive , a t t en t i on ga i n in g , and awa renes s c r ea t i ng fo r p romot ing t he food menu we wan t t o u se t he fo l l owing ways :

1. Giving attracting add in radio & newspaper.

2. Quality poster in different area.

3. Public relations.

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4. Membership cards.

5. Festival packages.

8.2.1. Advertising:

1. Print media---Local newspaper, magazines, and organization’s publications.

2. Broadcast media—local programming and special interest show.

3. Hotel guides, On line media, Chamber of commerce brochures.

4. Direct mail—Subscriber list, offices for delivery, Doctor.

5. Misc.--- Charity events.

8.2.2. Pricing strategy:

Market penetration : We set the prices below the competitors. So it is helpful to us to gain the market entry.

Odd pricing: The price of our products is a little bit odd. Suppose one of our product’s prices is tk 99. We will follow this strategy because this is attractive for the customers.

Price lining: We have several different price ranges. There are different products which price is same in the menu.

Discounts: We will also give discounts for those who will purchase in a large number.

8.2.3. Slogan : What do you need “OIL OR TASTE”

9. Operating Requirement:

Operation means how the enterprise will operate from the first step to last step to get the good customer response and in the minimum cost. This is the responsibility to an operation manager to do his job successfully. It is a restaurant business where both product and service will be given to the customer. We don’t need to produce raw material for production whereas we will outsource our product through supplier.

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9.1. Supply sources:

We will outsource our product from TOP-ONE TRADING which is established in 1995. Top-one Trading is a foremost hotel & restaurant supplies company specializing in hotel & restaurant product. We will take Hot kitchen, Bakery equipments, Fast food range, kitchen utensils and storage from Top-one Trading and as it is a renowned supplier so it is expected that supply can be readily available.

We will employ a employee who will involve collecting the vegetables and other ingredients of making food from the reliable source like the employee may take the vegetables and other ingredients of food from the supplier of Kawran-Bazar by morning. So that food can be made and delivered to the customer.

9.2. Protection plan:

This is a partnership business where five members are involved. So we must have the different terms and conditions to protect future proprietorship. The terms will have the percentage of profit/loss sharing, power over the enterprise, making decision and others regulations to avoid the future clash. There will be some item which will attract more customers and if the chef discloses it or the employee can open the intellectual property information then it is a problem. Another problem is the chef start dreaming to be the chief executives. So this type of trade secrets should be monitored to protect the enterprise specialty.

9.3. Quality control:

Actually quality can never be best because quality improvement is a continuous process. Several methods can be used to control the maximum level of quality. Poor quality can eradicate by examining prevention cost, appraisal cost, internal failure cost and the external failure cost. Some tools of quality control are p-chart, c-chart and others. As it is a restaurant oriented enterprise so the inspection can run on cashier accuracy, counter area appearance or productivity, eating area cleanliness, Building appearance, kitchen health regulations and the other things inspection. Customer feedback can also use for further improvement and in this way quality can be controlled.

9.4. Process of Service design, delivery and improvement:

Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The food will be wrapped up by a paper where the restaurant symbol and the name will be attached. It will be applicable for inside food as well as for the home delivery food. Different types of discount cards, loyalty cards and long term relationship card will be provided to the customer where the customer will be very much benefited out of it. There will be some health conscious tips into the wall of restaurant. The taken order will be

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delivered by 15 minutes and time will be also specified for home delivery according to the place and based on other conditions.

Service can be measured by using different tools of quality control as well as inspection like eating area cleanliness, Building appearance, kitchen health regulations, customer feedback from inside and outside, complaint box. These things will help to measure the actual performance of the restaurant in both inside and outside customer. If these inspection result is negative then the management will try to make it accurate as well as in the favor of customer to get the highest response from them because customer are the key for success. But if the inspection result is positive then management must think for further improvement because the existing and the new rival can be threat at anytime. So the improvement should be continuous.

10. MANAGEMENT AND PERSONNEL:

Management is a very important factor because the success or the failure mostly depends on the enterprise management. Today if we look around all the renowned company then we will find that how strong their management system. In an organization there will be different types of managers, executives and other employees. Every employee has their own responsibility to do that work successfully.

10.1.Management plan: The structure of management plan are given below:

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Manager

Marketing Executive Finance ExecutiveManagement

Executive

Product planning managerProduct planning managerAdvertising managerAdvertising manager Sales Manager Sales Manager

Cashier Cashier Account Account

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10.2. Position manager and finance:

10.2.1. Major Duties and Responsibilities

Supervise departmental activities and provide periodical financial reports at appropriate time in order to ensure effective internal control, contribute to effective governance & meet the compliance.

Conduct Value chain analysis, determine key success factor and ensure the implementation of proper product costing system.

Prepare annual business plan and ensure budgetary control throughout the organization.

Handle VAT, Tax and other statutory matters as per law of the land.

Ensure proper utilization of resources and minimize its wastages through proper planning, coordination & controlling.

Hold the philosophy of continuous improvement and embedded it with the culture of the organization.

Required Qualifications & Competencies

Candidates should have Post Graduate Degree in Accounting/ Finance. Relevant experience is preferable in reputed national or multinational organization.

Should be conversant with modern financial management, IFRS / IAS, VAT & Tax rules etc.

11.

Intellectual Properties

11.1. Patent:

To keep exclusive right to our product we have patent on the title of green food corner under the Bangladesh patent act 1911. As it should be renewed in every 7 years after.

11.2. Trademark:

We have got trademark for our restaurant under the Trademark act 2009 in Bangladesh. We will run our restaurant under this trademark as we can change it in future by giving appropriate fees to the authority.

11.3. Partnership act:

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Green Food Corner is register under the Partnership Act 1932 and we will maintain all the rules and regulation of it.

11.3. BSTI certification:

In Bangladesh all product should be certified by Bangladesh standard and testing institution. We are certified by BSTI under license of BDS1240:2001

12. Legal Environment:

12.1BSTI law: Although we got certificate from BSTI but as every product we introduce that product should be tested by BSTI and they will give certificate to sell it. Every now and then we have to regularly check our product quality to ensure that our product is ensuring the quality or not. As every changes in BSTI policy will hugely affect our business.

12.2. Government law: Government regulation affects the business very much as we are expecting our business will also be affected in future. As in Bangladesh every store has to be closed at 9 pm and also there are some fixed holiday for particular area stores. So regulation like that affects business.

12.3. Political instability: As Bangladesh is politically unstable as political parties are very much rude against each other. So we are taking precautions to cope up with those factors.

13. Conclusion:

We do not see only the profit but also we are very conscious about the health of our customers. So always we try to provide the best quality food for our customers. Always we try how can satisfy our customers? We also maintain some environmental issues. It’s our social responsibilities to keep clean the environment. So, our business is not only profit oriented, we want to serve our customers as our best.