This is a business plan explaining the startup idea of cooks and targeting to be an organizer in this sector

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BUSINESS PLAN
CookMyFood.com
1/27/2015
Group 6
Abhishek V 14020841118
Nidesh M 14020841086
Vyas A 14020841112
Raghavendra A 14020841093
Shusant jha 14020841099

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Table of Contents
Introduction ............................................................................................................................................4
Opportunity.........................................................................................................................................4
Target Market: ....................................................................................................................................4
About The Company............................................................................................................................4
Mission............................................................................................................................................5
Vision ..............................................................................................................................................5
Our Values:......................................................................................................................................5
Product ...............................................................................................................................................5
Opportunity ............................................................................................................................................6
Macro Environment.............................................................................................................................7
Pestel Analysis:..................................................................................................................................7
Business Model .......................................................................................................................................8
Customer Segments:............................................................................................................................8
Value Proposition: ...............................................................................................................................8
Channels:.............................................................................................................................................9
Communication Channels: ...............................................................................................................9
Distribution Channels: .....................................................................................................................9
Customer Relationship: .......................................................................................................................9
Key Resources: ..................................................................................................................................10
Key Avtivities ...................................................................................................................................10
Key Partnership.................................................................................................................................10
Revenue Streams ...............................................................................................................................11
Cost Structure....................................................................................................................................11
Business Plan.........................................................................................................................................11
Marketing Plan..................................................................................................................................11
Analysing The Market ....................................................................................................................11
Swot Analysis.....................................................................................................................................12
Short Term Goals...........................................................................................................................13
Constituents Of A Marketing Plan......................................................................................................13
Market Research............................................................................................................................14
Environmental Analysis..................................................................................................................14

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Marketing Mix ...............................................................................................................................15
Contingency Planning ....................................................................................................................16
Developing The Plan..........................................................................................................................16
Stepps To Create Contingency Marketing Content .........................................................................17
Operations Plan.................................................................................................................................17
Financial Plan ....................................................................................................................................18
Risk Management..............................................................................................................................20
Organization Structure: .........................................................................................................................21
Business Proposal:.................................................................................................................................22
Offer Proposal: ..................................................................................................................................23
Exit Strategy: .....................................................................................................................................23

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Introduction:
Tired of waiting for foods wherever you go in city, even on weekends even after busy schedule
of Monday to Friday. When you want to have a quality time with your loved ones, fights
between husband and wife over cooking of meals, tired of outside food, missing authentic,
healthy and missing experience of homemade foods, don’t worry we have a solution for you food
lovers. Just use our app, website Cookmyfood.com or call us, we will be sending our trained
cooks by chefs who will solve all of yours problems and cook real healthy, authentic, hygienic
food for you, wherever you are ready to eat any cuisine at home in just an hour.
Opportunity: Metro cities like Bangalore, Mumbai, where everyone is busy doing something
or other, where people survive on fast foods and quick service restaurants just because people
don’t have time to cook foods of their choices. There will be a great opportunity for service
providers for us to serve these people by sending them cooks at home who are well behaved and
well trained, who gives them real pleasure of having food at home.
Target market: In case of metro cities like Bangalore where there is need of homemade
healthy foods.
1. Population of Bangalore – 10 Million
2. Working couple – 1 Million
3. Bachelors – 1.75 Million
4. Old age people – 3.5 Million
And providing services to these people will be a great idea as people out here doesn’t have time
to cook healthy and authentic foods.
Idea: As there is need of healthy, authentic, homemade healthy food. So our idea is to provide
them cooks who will be fully trained in cooking all types of cuisine as well as good in behavior
as we will train them fully. And cooks in India is not an organized sector, so we want to organize
these service industry, as there is need of these kind of service providers in metro cities where
people doesn’t have time to cook their food.
About the company: Cookmyfood.com is an e-commerce based company providing services
in food sector. As with the need of healthy, authentic, homemade food within the time
constraints of people, cookmyfood.com is the solution for that. Our customers just have to log in
to our website, call us or use our app. whenever they want to have food. We will provide our
cooks who will go to their home, office, anywhere within the city, cook food for them and even
provide groceries according to the need of our customer. Charges can be monthly, daily or
hourly basis, according to the need of our customers.

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Mission: Our mission is to serve the people who are not able to cook their foods because of their
commitments, and provide them good quality of food, cooked at their place which will be less
time consuming homemade authentic foods at their place, so that they will not have to go out for
food, wait hours for food and which will not be of their taste and preferences.
Vision: Our main vision is to bring cooks under one umbrella which is not organized sector. And
train them with all food cuisines and with good behavior so that people won’t hesitate to call
cooks at their home and under us we will make them trust our cooks as security is the main
concern of people now days.
Our values: Our company core values will be satisfaction of our customer and fulfilling their
needs and giving them power for customization according to their needs. Our company will also
understand all the problems of our cooks and try to solve all of them and provide them all
trainings which will add value to their works and will try to keep happy to both our customers
and people working for us, who will increase the goodwill, trustworthiness of our company.
Product: We have divided our product in to following three categories:
Core: our core product is to provide cooked food to our customers. This will be cooked by our
cooks at their place.
Actual: Our actual product concept will be providing them well trained cooks so that they can
enjoy authentic, home-made hygienic food.
Augmented: Our third product concept will be providing them comfort, time-saving and multi
cuisines according to their demand at their place.
AUGMENTED
ACTUAL
CORE

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Opportunity:
1. Market: In market our customers will be people who are busy and are not able to cook
their food as our target customers will be students, working people and old aged people.
As with the development people are getting very busy with theirs works. In case of old
aged people, their kids stay far from them because of job opportunity, study and old
people are left alone. So we will target all these kinds of customers, and with the rise in
development, rising standard of people and adopting of western culture, people forget
about eating healthy and traditional foods and with the demand of traditional authentic
food, there are many people who wants to take advantages of these services in their time
constraint.
2. Industry: we can describe our industry with the porters five forces models as follows:
 Bargaining power of suppliers: In our case bargaining power of suppliers will be less
only as suppliers will consists of groceries providers, farmers and cooks which are not
organized sector. So there will be less bargaining power by farmers, and in case of cooks,
there are many cooks who are not skilled and by training them we will add value to them.
 Bargaining power of customers: As our target customers will be students, working
couples and old age people and we will be fulfilling their needs so there bargaining
power will be less, and with the first mover advantage there won’t be any other service
providers like us.
 Threats of new entrants: There are not any service providers like us and after entering this
industry we will customize or services according the needs of the customers and having
first mover advantages we will establish ourselves and try to create monopoly over it in
this sector.
 Threats of substitute products: Our threats will be cooks which are not from our company
and restaurants, but in our case as we will be giving them training it will add value to

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them against of local cooks, and in case of restaurants, people can’t get home made food
taste at restaurants and they are costly too.
 Competitive rivalry within an industry: Chances of competitive rivalry within industry
will be very low, as we will have competitive advantages over our rivalry and when they
will come to this sector we would be established and we will have cost advantage and
economies of scale.
MACRO ENVIRONMENT
PESTEL ANALYSIS: A PESTEL analysis is a framework or tool used by marketers to analyze and
monitor the macro-environmental factors that have an impact on an organization. The result of
which is used to identify threats and weaknesses which is used in a SWOT analysis.
1. Political: Political situation deals with the political situation of the country which
includes tax policy, business rules and regulation, labor law which are not constant with the
change of the government but right now as political situation is stable with good sentiments of
people on government which is leading to cut rates and even world politics is helping us in
cutting rates of oil prices which is the major cause of inflation and developing infrastructure and
cutting our interest rate will be beneficial for us.
2. Economic: Good political situation and stability helps for higher economic growth and
which helps the growing business of the nation, as it leads to the higher growth rate and lower
interest rates. As with better political and economic situation we can have economies of scale
and cost advantage in our business.
3. Social: With the improvement of political and economic growth, it will help in improving
the standard of living and will create more jobs in country and people will be more busy that
before which will help our business to grow more in these condition as more people will be
looking for our services.
4. Technological: High technology helps in cost cutting and in efficiency in what we do,
and with the technology penetration, people will be more aware of internets and online services,

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as in coming years India will be the number one country in the internet usage which will help our
company to grow more and with the advanced technology it will help us to do work in scientific
and efficient manner.
5. Legal: As there will be improvement in political and economical condition with the rising
standard of living, there will be good legal system for frauds and crimes, and it will help our
business to grow really fast, as people will be fearless about cooks coming to their place and
cooking food without harming them and even cooks will be aware of labor exploitation.
6. Ecological: As ecological deals with the resource management, energy availability, work
force health, this will help in fully utilization of resources and using those resources
scientifically. It will help us to get skilled manpower and our training cost will be getting low
with the increase in skilled work force and with that cost can be minimized of different
overheads.
Business Model
CUSTOMER SEGMENTS:
Cook my food.com is targeting the customers all over Bangalore for its customer segment. We
specially focus the working couples, senior citizens and bachelors in and around Bangalore.
Given that these customer segments find difficulty in putting time and effort for cooking food,
this segment would be the appropriate and would serve as a good base of customers for us to
serve and provide value .We also cater to small birthday parties, get together lunch and dinner
and other minor occasions for a small group of people limited to 25 or 30 people.
Given below are the demographics of Bangalore city:
1. Population of Bangalore – 10 Million
2. Working couple – 1 Million
3. Bachelors – 1.75 Million
4. Old age people – 3.5 million
5. Small parties
VALUE PROPOSITION:
We create value for these customers due to our team's ability to be flexible, responsive and
proactive to identify, source and produce the optimal solution that meets their needs. We are
exclusively focused on helping our customers satisfy their needs and are therefore 100%
dedicated to them. We strive to provide safe, wholesome and high quality food products and that
exceed our customers' expectations. Our goal is to drive continuous improvements that are good
for business with a focus on energy and resource efficiency and waste reduction.
Our highly trained dedicated self-delivery teams are stable and competent and trustworthy

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We focus on supporting customers, and deliver sustained high performance. Our main objective
is to satisfy the need of the customer by providing them with homemade authentic an customized
food .We at cook my food .com provide with the benefit of supplying our personnel to serve our
customers in an efficient, time saving and reliable manner .We provide our customers with the
opportunity to enjoy a wide variety of tastes and flavors through our expert cooks and chefs.
CHANNELS:
Communication Channels:
We at cookmyfood.com intend to utilize all the important and essential modes of communication
to reach our potential customers .We aim to utilize different modes of communication like;
• Websites: We aim at designing our every own website which is the most essential way of
us communicating with the customers ,and this website will be designed in such a way
that each and every customers using it can customize what kind of cuisine they prefer and
handling the website will be very user friendly.
• Mobile-apps: As in the recent times Smartphone have become the next big thing we
intend to create a mobile app so that our customers can reach us anywhere at any time
and this would also increase our customer base due to the boom in the Smartphone
industry.
• Telephone service: We also don't want to forget and ignore the most basic way of
communicating with our customers and therefore aim at providing round the clock
hunger helpline in order to cater to our customers
• Advertising through newspapers: our aim is to advertise in all the local newspapers in
order to increase our reach.
DISTRIBUTION CHANNELS:
Cookmyfood.com has plans of having tie-ups with the local farmers and wholesale suppliers of
Groceries, these suppliers supply us with the groceries on a daily basis so that there is always a
fresh supply of groceries at a relatively good price. Once the groceries are delivered, depending
on the orders given by the customer our cooks are sent to different locations through Omni's so
that they can travel to that particular customer’s residence and cook food for them.
SALES: our main sales are through our company website.
CUSTOMER RELATIONSHIP:
Since our whole way of serving and catering to the needs of the customer all depends on how
each one of our cooks behave and interact with our customers, the success or failure of our
business depends on these cooks. In order to make this proposed business a success our aim is to
find cooks who are passionate about the job and people who love this line of work. We intend to
provide each one of them with behavioral training and communication training to interact
appropriately with the customers.

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We also want to take constant feedbacks from our customers about their experiences with us so
that we can constantly improve our service and d=serve the customers better, this will also help
us collect and build a database of prospective customers and their preferences so that we can
cater to the different tastes of different people. Based on the customer’s tastes we can also
provide them with food during special occasions. We also provide discounts and offers for
regular customers and for bulk orders.
KEY RESOURCES:
Our key resources include:
 Human resources: we are recruiting a set of different people to fill different roles at
cookmyfood.com, we will recruit chefs to provide training in cooking, cooks who learn
from the chefs and travel to serve our customers ,efficient managers to manage the
business and all its aspects, drivers and maintenance staff.
 Land: our intension is to lease a building which is appropriate for carrying out all our
operations
 Capital: Depending on the operating expenses, funds are collected from external sources
and carefully allocated.
 Website: All the information relating to the firm is available here. User specific
information will be provided here.
KEY AVTIVITIES
 Rigorous training for cooks – The chefs are recruited, who in turn train the cooks, making
them specialized in different cuisines. Other than that, special behavioral training are also
going to be given to the cooks, so that they can perform and adhere to the customer’s
requirements.
 Networking – Continuously and consistently having contacts with customer by networking
is an important thing to retain the current customer. We also continuously ask them for
feedback and analyze the scopes for improvement.
 Quality – There certainly won’t be any compromise in the quality of food we provide. We
believe that we can create a good value among the minds of the customer through our
quality service, which in turn helps us in making profits.
KEY PARTNERSHIP
 Brokers and agents – Our partnership with brokers are really important to scout the
enthusiastic people who are ready to have a career in cooking. These brokers and agents help
finding the man power, who in turn with their efficient performance can improve the overall
logistics and supply chain.
 Marketing research firms – Partnership with research firms helps us in finding out the ways
in which we can reach out the potential customers. They have different kinds of data with
them and are experts in big data analysis. So, they definitely will play a huge role helping us
to understand the target audience and how we can reach them.

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 Farmers and wholesalers – The integration with the farmers and the wholesalers are really
important so that we can get the supplies for cheaper costs. This will help us in increasing
the PAT.
REVENUE STREAMS
 Value propositions – We strongly believe that we can generate revenue through the value
provide to the customers. The value helps in retaining the customers and become habituated
to our product, liking our service, which in turn helps us maximize the revenues.
 Quality Home-made food – Customers are always willing to play for quality and home-
made food. Nowadays the liking for the same has converted into need, which in turn opens
up the market.
 Customers are willing to pay for effective service and hassle free payment. We provide
different kinds of options ranging from online to cash-on-delivery, so that we offer
maximum customization, which in turn helps us maximize revenues.
COST STRUCTURE
 The cost structure and the financials for each are explained later in the business plan and the
different costs we incur in different areas are noted down.
 Rent for
 Land
 Cooking equipments
 Utilities
 Salaries for
 Chefs
 Cooks
 Trainers and other maintenance staffs
 Expenses incurred on
 Market research
 Logistics
 Advertisements
BUSINESS PLAN
MARKETING PLAN
Marketing plan is the activity associated with success and failure of any business. It is very
essential to identify our customers and also to know the number of potential customers. To start
with, we have identified working couples, bachelors, old age people and people who wish to
have small parties as our target. For the plan to be credible, solid analysis of market is done
based on the continuous and changing demands and needs of the market.
Analysing the market
This is a new venture based on e-commerce market. There is no denying the fact that e-
commerce has re-entered India and is here to stay. Even the small and medium retailers of the

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country want to ride the wave and are ready to make a fortune out of the market place concept. It
may be now that online shopping has become popular but the concept of e-Commerce was
introduced long back in the 20th century. The year 1991 noted a new chapter in the history of the
online world where e-commerce became a hot choice amongst the commercial use of the
internet. At that time nobody would have even thought that the buying and selling online or say
the online trading will become a trend in the world and India will also share a good proportion of
this success. India first came into interaction with the online E-Commerce via the IRCTC.
Today, the online shopping has become a trend in India and the reason behind the
adoption of this technique lies in the attractive online websites, user friendly interface, bulky
online stores with new fashion, easy payment methods (i.e. secure pay online via gateways like
PayPal or cash-on-delivery), no bound on quantity & quality, one can choose the items based on
size, color, price, etc. Despite being a developing country, India has shown a commendable
increase in the ecommerce industry in the last couple of years, thereby hitting the market with a
boom. Though the Indian online market is far behind the US and the UK, it has been growing at
a fast page. Further, the addition of discounts, coupons, offers, referral systems, 30days return
guarantee, 1-7 days delivery time, etc. to the online shopping and the E-Market have added new
flavors to the industry. So, A SWOT analysis of the sector has been made.
SWOT Analysis
Strengths
 Cost effective - Elimination of long chain of middle man helps in cost reduction
 Time saving - Transaction through internet is no doubt very fast. It saves time by
reducing physical movement
 Global market - E-commerce biggest strength is the boundary less access in other words
no brick structure is mandatory to do business.
 Faster buying procedure - The buying is just a click away from the seller.
 Price/Product comparison - Information and to choose are some of the right which every
consumer has.
 No time constraints - The concept of 24X7 shows that online trans can be used any where
any time as there is no time constraints
 Niche Market - It is a concept of sub segmentation where the product of rare species are
available without putting some special efforts by consumer
Weaknesses
 Security - Security is a biggest challenge in to progress of e commerce
 Fake websites - Many fake websites are available on net which promises better service
and secure dealing.
 Frauds - Personal and financial details provided for trading purpose are misused by
hackers their personal undue interest.
 Long delivery time - The task of Delivery is usually outsourced
 Limited advertising -In e commerce one cannot go for mass advertising
 Lesser customer satisfaction - There is no physical and personal or direct face to face
interaction between customer and the seller

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Opportunities
 Changing trends - People are very brand conscious. They are interested in buying
branded stuff rather than local.
 Increasing number of users - Daily number of internet users is increasing. People feel
more comfortable to shop online.
 Global expansion - E commerce can be operated anywhere any time without any
interruption
 High availability - Opportunity to shop as per their convenient time even during late night
hours
 Advertising - Advertising is cost effective as compare to conventional offline system
Threats
 Competitors - Along with local competition, global competition also exists.
 Changes in environment, law and regulations affects the sector.
 Innovation - Customers now a days are always in a search of innovative products and
technique
 Privacy concerns - Fears that information can be misused lead to spam e mail or identity
fraud.
 No direct interaction - No direct interaction between customer and the seller. There is no
scope of bargaining
 Fraud – Damages reputation and confidence of people.
Analyzing the e-commerce market, it can be concluded that there is a huge scope for the market
if we constantly deliver in the market, satisfying customer needs.
Short term goals
Our short term goal is to serve the target segment in and around Electronic city, Bengaluru,
which would probably take 5 months. This can be done by thorough marketing analysis. Funding
really plays an important role in deciding where we are in the future. This can be achieved only
when we ensure that we satisfy our customer to the fullest by meeting their expectations. Our
profit also depends upon the operational feasibility of the venture. Our objective for the next 3
years will be to serve around 7 cities all over India. The cities are chosen based on the number of
working couple, bachelors and old age people in the region. The cities will be selected after
thorough research, and these might be the probable ones – Hyderabad, Chennai, Delhi, Kolkata,
Ghaziabad, Indore, etc. To do this, we need a budget of about 150 crores.
Constituents of a Marketing plan
 Market research
 Environmental analysis
 Marketing mix
 Contingency planning

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Market Research
1. First and foremost in our plan is to define the purpose. For this, we need to know the
 List of information we need to prepare
 This includes asking and interviewing the people if they really like our service. This also
includes asking them what they think of our product and if they would really go for our
service.
 We should also collect the individuals’ background demographics like age, sex, ethnicity,
and knowledge of languages and some of their attitudes.
2. Second step involves gathering data from the secondary sources. The data can be gathered
from trade magazines, libraries, internet, government agencies, and reports given by the
research firms and also from the Chamber of Commerce.
3. Once the secondary data is collected, the third step is to collect data from primary sources.
This can be done by networking. We can start collecting data from people we know and who
we believe will give genuine suggestions. We have also planned to use the social networking
platforms like Facebook and twitter to the fullest to network. Further data can also be
collected through interviewing, surveys/questionnaires and focus group discussions. Reports
say that these are one of the best ways of gathering data.
4. Analysis is the last and final part. Based on the size of sample we receive, we can conduct
different types of tests. As the sample size is obviously above 30, we use Z-test, Regression
analysis etc., and the results which are to be hand calculated also should be taken into
account. The results are usually plotted in the form of graphs, and a summary will be made.
Environmental Analysis
The analysis is made with respect to the macro environment, industry, sector and the firm. The
PESTEL analysis and the Porter’s five forces analysis are the perfect tools for analyzing the
macro environment, which is made already. The industry analysis is also done, which comprises
of internal analysis (Strengths and weaknesses) and external analysis (Opportunities and threats).
The sector wise analysis comprises of comparing different companies working on a particular
sector (Food) in the E-commerce industry. Though there are many websites that are used for
serving food (Food store, pizza hut and many other restaurants), “Cookmyfood.com” is a unique
website that supplies cooks online to cook food for the customers. This is a very new venture and
an opportunity to be exploited. The following figures show how an analysis is done

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After analysis, we take our decisions and adapt our strategies in the market accordingly. As seen
in the figure, differentiation is the strategy we follow to satisfy the customer, and we obtain value
from customer satisfaction.
Marketing Mix
 Product/Service: Our service is to offer homemade, hygienic food to our target people.
We found out the need in this segment, and deploy cooks to make authentic food.
 Place/Distribution: Being an e-commerce market, the service is only through online.
The cooks are ordered online. Groceries are available on stock from the suppliers. The
cooks carry the groceries with them if required. They are transported through vehicles
and the food id cooked at the customer’s place.
 Pricing: Being a new venture and a in a market to be exploited, we are opting for
“Customer-perceived value pricing”. We are planning to improve our value through
differentiation, expertise and the uniqueness in service we provide.
 Promotion: We are planning to promote our product through a strategy in marketing
called AIDA model. Advertising through television, radio, online, social media, selling
and sales promotion will be done in such a way that, we adhere to the AIDA model.
 Attention: We are planning to grab the attention of the people through an unique
advertisement and slogan. We also plan to catch customer’s eye through
hoardings, which has a solution to the customer’s problems (needs).
 Interest: This in turn catches the eye of the customer and makes them interested.
 Desire: This in turn creates a desire in the minds of the customer to use our
service.
 Action: Desirable output- It spurs an action which leads to achievement of the
ad’s original objective – i.e.: it prompts potential customers to purchase or use
your product or service.
ENTREPRENEUR
(After
Environmental
analysis)
MARKETING
DECISION
(Differentiation)
MARKETING
STRATEGY
(Value through
customer
satisfaction)
PURCHASE
DECISION OF
CUSTOMER
FEEDBACK
SUPPLIERS
(GROCERIES)
COOKS
(Transported)
CUSTOMERS
(Home)

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Contingency planning
The need for contingency planning emerges from a thorough analysis of the risks that your
organization faces. It's also useful in thinking about new and on-going projects: what happens
when 'Plan A' doesn't go as expected? Sometimes Plan A simply means 'business as usual.' Other
times, with more sophisticated risk management plans, Plan A is your first response to deal with
an identified risk – and when Plan A doesn't work, you use your contingency plan. In case we
could not find “enthusiast cooks” in and around the villages of Bengaluru (respective cities); we
need to scout for similar people across different places in the state.
Situational analysis:
Our business revolves around food industry as well as e-commerce industry. There is always a
huge demand for food. Nowadays, there is a huge need among working people for home-made
hygienic food. There is an increasing number of working people as well as college going people,
who deploy cooks at home. They sometimes have many barriers, like communicational barriers,
inability to cook food of a particular cuisine, etc. This in turn leads to inefficiency and results in
unmet demand. The situation now is quite booming in both food and e-commerce sector. So, to
find a solution, we appoint chefs for training the enthusiastic cooks. The training provided is
both behavioral as well as training to cook food of different cuisines.
On the other hand, there are several unemployed people in and around
Bengaluru. Most of them are literate and in search of a good job. Some of them are also students
of “Catering management”. We recruit those people who are indeed interested in cooking food.
Our behavioral analysis tests show that, many of the cooks will be women.
Developing the plan
 Main goal is to maintain business operations – Providing efficient service without
compromise by giving them a great experience is must to deliver a minimum level of service
and functionality.
 Define time periods - What must be done during the first hour of the plan being implemented?
The first day? The first week? If you look at the plan in this way, you're less likely to leave
out important details. Being a new venture, it s indeed difficult to predict the outcomes. For
the first day, we will promote the service to all the corners of the target segment. Depending
on the sales we get on the first day, we would check how much is the deviation between
actual value and expected values, and plan the future accordingly.
 Goals and objectives – Setting goals and objectives over short and long runs are equally
important. Depending on the funding we receive, the objectives change. As of now, we want
to build a strong market in Bengaluru. We would be very happy if we have a market share of
3% in the first year. We would slowly like to expand to Tier 1 cities as mentioned.
 Defining strategies and actions – Based on the goals, we need to adapt certain strategies.
Acquiring and retaining the customers are equally important. So we would like to deliver
values to them on a constant basis through efficient service. We would like to adapt
differentiation as our business level strategy. By following an appropriate market mix, we can
get to our desired location.

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STEPPS to create Contingency marketing content
 Social currency – We create social currency by delivering information that will make
prospects look good when they share it with others, such as members of the C-Suite,
managers, or colleagues. We believe that providing appropriate training to cooks by chefs
(including behavioral) will be a social currency.
 Triggers - Triggers are “stimuli that prompt people to think about related things. Homemade
hygienic food of their choice is a trigger for the customers to opt for our service.
 Emotions – This can be achieved by providing them with what they want and even going
beyond the expectations. This makes them emotionally attached with our service.
 Public - Designing the marketing content so that it’s powerful enough to stand alone and leave
a lasting impression is crucial. Our advertising, specialized logo and slogan would serve this
purpose.
 Practical value – People tend to pass on the values to others through word-of-mouth. Our
service is very unique that it has a huge practical value.
 Stories – Embedding market content and ideas in the form of stories – demonstrating the
demand in the market and how they are met, in the form of ads, campaigns, etc.
OPERATIONS PLAN
 Production process – Developing a website is the prime thing in the preparation of an
operations plan. The second step will be recruiting the chefs who in turn train the recruited
cooks. Vehicles to transport the cooks from one place to another are also essential. Main
supplier of groceries will be farmers. Overall, the process will be
 Customers place the order online.
 Based on the order, cooks will be deployed. Customer also specifies if the cook has
to carry groceries with him.
 The cooks will be transported through cars to the customer’s place.
 Effective service.
 Suppliers – Groceries are the main thing that we need for our business. To get that, we will
integrate with farmers in and around Hosur and Bangalore. This is done primarily to reduce
the costs we incur.
 Plant and equipment – We need vehicles (for transporting cooks), computer equipments,
phones and fax machines.
EQUIPMENT DESCRIPTION EXPECTED PRICE
(Rs.)
OVERALL COST
(Rs)
Vehicles Expecting fifteen
vehicles, 3 months
1,00,000 15,00,000
Computer
equipments
Need 10 new
computer
equipments
50,000 5,00,000
Phones 3 5000 15000

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 Inventory – If there is very low demand, which is highly possible at the initial stages, we
won’t have any work to be offered for the cooks. In the meanwhile, they will be given online
training in our head office. The groceries have to be ordered fresh. So, the holding period will
not be more than 2 days. In due course, once we get to know the exact demand, we will
reduce the holding period to half-a-day.
 Technology – Our own website which facilitates all kinds of payments like Debit/Credit card,
internet banking, cash on delivery, etc.
 Trading hours – Our trading hours depend highly on people’s demand for food on a particular
day. Usually 9a.m, 1:30p.m, 9p.m serves as peak hours. But our working hours will be 6a.m
to 12a.m in the beginning stages, and will change later according to the time in which orders
are placed.
 Quality control – We can assure quality through the level of satisfaction the customers receive
through their food and service. We ensure them by giving adequate training to the cooks,
including behavioral and language training.
FINANCIAL PLAN
The split up of the above financial details are explained in the below table. As we can see the
initials years of the firms, the company is making a loss and later on the firm starts getting
profits.

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Assumptions and calculations
 We have planned to employ 5 chefs to train 200 cooks. The rigorous training will be for a
month
 We also deploy 2 people to provide behavioral training to cooks. Each get a salary of Rs.
60,000
 The raw materials used are only groceries that we get from the suppliers. The other
materials required are added in miscellaneous costs.
 Recruiting costs involve selecting chefs, cooks and divers.
 Land and building costs involve money provided as rents.
 15 vehicles are required each costing Rs 1, 00,000, second hand purchase.
 A salary of Rs.20, 000 per month is provided to the cooks.
 Tax rate of 34% is assumed to be paid.
 It is assumed that we can provide service to 50,000 people in Bengaluru initially. The
sales are expected to increase by 50%, once our service goes well in the market. This is
done primely through word of mouth, and secondarily through rigorous advertising.
 It is assumed that there is an amortization of Rs.1000 per year.
 It can be noted from the calculations that, PAT becomes positive after 4 years from now,
provided we consistently meet the expectations of the people.

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RISK MANAGEMENT
The process of identifying risks, assessing risks and developing strategies to manage risks is
known as risk management. A risk management plan and a business impact analysis are
important parts of our business continuity plan. By understanding potential risks to the business
and finding ways to minimize their impacts, we help our business recover quickly if an incident
occurs. It's important to allocate some time, budget and resources for preparing a risk
management plan and a business impact analysis.
 Alternate suppliers: Having planned to integrate with farmers, this decision may
sometime be risky. Non-willingness of farmers can be an issue. Though we can do our
best to have their service, sometimes it becomes impossible to do so. So, we need to have
link with other farmers, some wholesalers, etc. in case of emergency. Separate budget has
to be allotted for the same.
 Marketing costs: The marketing costs will be significantly high in the first 3 months. It
goes on up to an year. Marketing activities will be closely monitored and constantly
analyzed to decide what marketing activities are successful and what are not. A marketing
budget will be set for the first store and for each subsequent store.
 Establish fixed product rates – We will establish a loyal and long-term relationship with
our suppliers and always pay on time. We wish to establish fixed-product rates with our
suppliers as a buffer to avoid fluctuating economic conditions that may affect our
purchasing capabilities.
 Changes in government regulations play an important role in taking critical decisions for
our service in the market. So we must be financially stable to counteract according to the
changing scenarios.
 Availability of cooks – We have planned to recruit 200 cooks for the first year. These
enthusiastic cooks will be found in and around Hosur and Bangalore. But in case if there
is a situation that none of the cooks are able to satisfy our requirements, we need to go to
interior Karnataka for recruitment. This incurs more costs. Sufficient budget allocation of
the same is needed.
 Risks in transportation – Moving from one place to another in peak hours in a busy city
like Bengaluru is a challenge. But efficient planning helps cope up with the risk.
 Risks in forecasting – In this industry, it is difficult to forecast accurately unless we know
the funding we are going to get. This we feel as one of the major risks. But provided we
have a strong business plan, we can cope well according to the changing business
environments.

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Organization Structure:

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The Organization structure of CookMyFood.com is stated above. As this is a just created
start-up, we have CEO, who is one of the founders and takes care of the complete activities of
the firm and is responsible for the same. The COO who takes care of the line function of the
firm and is responsible for the same .We have separated the CFO and legal part of the firm
for the ease of doing activities.
The key personnel include cooks, who report to chefs and get training from them. Other
staffing functions like logistics, marketing (PR and creative team) are also present for the
proper operation of the firm.
As the firm is still in starting stage, the role of Vice president and other mentoring roles will
not be present as the firm needs people who can work and contribute to direct line function of
the organization. We need to concentrate more on acquiring cooks, as they are the important
and the pivotal role to be played by the firm, even it is difficult to acquire a team of efficient,
hard-working and easily trainable team. Rightly selecting the Chefs with right talent and
having training skills is important here and depending on the findings the number will be
decided.
Business Proposal:
Having an innovative idea will always fetch you the First mover advantage. We have the
innovative idea of CookMyFood.com, where the strategies implemented are completely new
and never been tested in this area of service. The cook’s service industry is completely
unorganized and does not have ease of doing business and customers do want to have
technology to play a role in the day to day menus and other aspects associated with the
industry.
Though we need to invest a large first mover cost, we have the benefit of forming the terms.
Our basic plan is to concentrate of a single city for a period of time, till we get our operations
and strategies right. As a start-up, the funds required will be mostly used for the basic
operations of the Firm and then the weightage will be given to the salaries. This is initially
implemented.
Once we find the opportunities to expand and newer technologies or concepts to adopted, we
will go for a round of funding. This is mainly for the expansion strategies, so we would go for
funding from angel investors, who would show belief and interest in our future and current
operating projects
The on boarding of different talented and creative team for the successful operations of the
firms will be happening throughout starting from scratch.
Our main emphasis will be the differentiation provided by the operations of the firm, i.e. the
different cuisines cooked by the cook and their proper language skills and behavior skills will
be taken care of and this will be our primary motto.

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Offer Proposal:
As an expansion for our operations, we need external funding for the smooth operations and
to take decisions without any pressure. In order to get external funding, our primary emphasis
is to get from angel investors. If the funds required are many, we will plan and like to share
our ownership equity with the investors, as this brings in talent and funds at the same time
As founders to this firm, we would like to have a minimum share of 25% for proper decision
making and have control over the strategies to be implemented.
Complete assessment of the opportunities will be evaluated and we will get to consensus on
how much to be funded and how much ownership needs to be shared.
Exit Strategy:
As we are into a cooking industry and having the first mover advantage, we will try to grab
the market share. If at all our strategies do not work or the customers do not take in a positive
way. We will dissolve the logistics part of the firm and implement a restaurant kind of
business.
As our business is primarily into cooking, we will try to explore the market and get our best,
but if the otherwise happens, we are ready with setting up of a plan to setup a restaurant kind
of thing and follow our principle of different cuisines.
As we already have trained cooks, who are specialized in the different cuisines, this will be
our added advantage and will be our backup plan, if nothing works as up to our expectations.
There will not be much changes required, as the search for the cooks, personnel is already
done and the implementation and setting up of the restaurant will be the only task left to do.