BSTM Senior Project Summer Session 2006 Ronna de Guzman Milton Kumre Joyce Martinez
<ul><li>Project Name:  Won Thai Cuisine Restaurant </li></ul><ul><li>Client Name:  Max Rattapituck </li></ul>Consulting RjM
Overview <ul><li>Mission </li></ul><ul><li>Problem Statement </li></ul><ul><li>Project Objectives  </li></ul><ul><li>Clien...
Mission <ul><li>Turning the clients’ business ideas into a reality </li></ul><ul><li>Developing and constructing strong bu...
Problem Statement <ul><li>The client would like to pursue an opportunity to expand a second restaurant location </li></ul>...
Project Objectives <ul><li>To locate a feasible location  </li></ul><ul><li>To present a financial plan suitable to increa...
Client Goals <ul><li>To expand to a second location  </li></ul><ul><li>To increase its exposure via Internet and other typ...
Project Deliverables <ul><li>Business proposal plan </li></ul><ul><li>Marketing/Advertising proposal plan </li></ul><ul><l...
Company Description  <ul><li>A family-owned business  </li></ul><ul><li>Mark and Kathy Rattapituck opened the restaurant i...
Products and Services <ul><li>Menu </li></ul><ul><ul><li>Keep its existing menu  </li></ul></ul><ul><ul><li>Contains appet...
<ul><li>Location: Willow Ave. Hercules, CA </li></ul><ul><li>Hours: Tues-Sat.  </li></ul><ul><ul><li>Lunch 11:00 A.M. - 3 ...
Market Industry  <ul><li>19   restaurants in the city of Hercules  </li></ul><ul><li>6 are standard fast food restaurants ...
Market Industry <ul><li>Site Survey </li></ul><ul><ul><li>Location: San Pablo Ave. and Sycamore Ave. </li></ul></ul><ul><u...
Market Industry:  Site Survey <ul><li>Under budget  </li></ul><ul><li>Insuring the ability to acquire the needed permits <...
Location
 
Location Map
Intersection of San Pablo Ave. and Sycamore Ave.
Bayside Development
Demographics  21576 Total 1038 Two or more Races 872 some other Race 2106 Hispanic or Latino 90 Native Hawaiian or other P...
SWOT Analysis <ul><li>Weakness </li></ul><ul><li>- Limited financial funds </li></ul><ul><li>- Little information with loc...
SWOT Analysis Threats - Possible competition from local Asian and American restaurants - High local government fee - New u...
Competitors $6 and above Dine-in, To-go, and Catering Sycamore Avenue, Hercules Lunch and Dinner L&L Hawaiian Barbecue $6 ...
Target Market  Why?  These will be the potential customers of Won Thai Cuisine Restaurant and will bring more profit to th...
Marketing Strategies <ul><li>“ Word of Mouth” Strategy </li></ul><ul><ul><li>Person to person: Family, Friends, Co-workers...
Marketing Strategies <ul><li>Broadcast Media: Radio Advertising </li></ul><ul><ul><li>KOIT 96.5FM (FM) </li></ul></ul><ul>...
Marketing Strategies <ul><li>Website </li></ul><ul><ul><li>Website Structure </li></ul></ul><ul><ul><li>Website Advertisin...
Financial Plan  <ul><li>Building Costs </li></ul><ul><li>Fixture Costs  </li></ul><ul><li>Estimated Startup Cost </li></ul...
Financial Plan <ul><li>Building Cost </li></ul><ul><ul><li>Existing Building space $1.2 Million </li></ul></ul><ul><ul><li...
Financial Plan <ul><li>Monthly Expenses </li></ul><ul><ul><li>Total $19,000 </li></ul></ul><ul><ul><ul><li>Payroll= $6,500...
Financial Plan <ul><li>Estimated Startup Cost </li></ul>$46,143.33 Grand Total $11,533.16 Small Appliances $3,315.25 Kitch...
Break-even Analysis <ul><li>Monthly cost $25,653  </li></ul><ul><li>Average price per customer $10 </li></ul><ul><li>2,566...
Projected Profit and Loss
Recommendations  <ul><li>Building Location </li></ul><ul><ul><li>Transit Center in Sycamore Ave. (North of Sycamore West o...
Recommendations <ul><li>Accounting and Cash Management System </li></ul><ul><ul><li>Point of Sale System </li></ul></ul><u...
Project Team Members <ul><li>Joyce Martinez </li></ul><ul><ul><li>Project Manager </li></ul></ul><ul><li>Ronna de Guzman <...
Project Management RJM Consulting   Senior Project: Won Thai Cuisine Restaurant Ronna De Guzman Marketing Executive (150) ...
Critical Issues  pd5. Lack of time to construct a dynamic website due to issues stated above.  #5. Website   pd4a. Retail ...
Gantt Chart
Network Diagram
Works Cited <ul><li>www.google.com </li></ul><ul><li>www.yahoo.com </li></ul><ul><li>www.ci.hercules.ca.us   </li></ul><ul...
Conclusion <ul><li>Provided our mission, objectives and deliverables </li></ul><ul><li>Identified the business problem, co...
<ul><li>Question and Answer </li></ul>
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Presentation Rjm Consulting Sum06

  1. 2. BSTM Senior Project Summer Session 2006 Ronna de Guzman Milton Kumre Joyce Martinez
  2. 3. <ul><li>Project Name: Won Thai Cuisine Restaurant </li></ul><ul><li>Client Name: Max Rattapituck </li></ul>Consulting RjM
  3. 4. Overview <ul><li>Mission </li></ul><ul><li>Problem Statement </li></ul><ul><li>Project Objectives </li></ul><ul><li>Client Goals </li></ul><ul><li>Project Deliverables </li></ul><ul><li>Company Description </li></ul><ul><li>Market Industry </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>Competitors </li></ul><ul><li>Target Market </li></ul><ul><li>Marketing Strategies </li></ul><ul><li>Financial Plan </li></ul><ul><li>Recommendations </li></ul><ul><li>Project Management </li></ul>
  4. 5. Mission <ul><li>Turning the clients’ business ideas into a reality </li></ul><ul><li>Developing and constructing strong business strategies </li></ul><ul><li>Delivering innovative solutions designed to achieve positive results </li></ul>
  5. 6. Problem Statement <ul><li>The client would like to pursue an opportunity to expand a second restaurant location </li></ul><ul><ul><li>No information on this area </li></ul></ul><ul><li>The client has a website for the restaurant </li></ul><ul><ul><li>Lacks informative information </li></ul></ul><ul><li>No marketing and financial plan </li></ul><ul><ul><li>No set plans </li></ul></ul>
  6. 7. Project Objectives <ul><li>To locate a feasible location </li></ul><ul><li>To present a financial plan suitable to increase the cash flow to the restaurant </li></ul><ul><li>To recommend strong marketing strategies </li></ul><ul><li>To increase exposure by using Internet technology and other direct advertising medium </li></ul>
  7. 8. Client Goals <ul><li>To expand to a second location </li></ul><ul><li>To increase its exposure via Internet and other types of media </li></ul><ul><li>To raise more cash flow to the restaurant </li></ul>
  8. 9. Project Deliverables <ul><li>Business proposal plan </li></ul><ul><li>Marketing/Advertising proposal plan </li></ul><ul><li>Financial data projection </li></ul>
  9. 10. Company Description <ul><li>A family-owned business </li></ul><ul><li>Mark and Kathy Rattapituck opened the restaurant in 1981 </li></ul><ul><li>Closed the restaurant and retired 2000 </li></ul><ul><li>Re-opened in July 17, 2001 in Hercules, CA </li></ul><ul><li>Turn over the management of the restaurants to son Max Rattapituck </li></ul>
  10. 11. Products and Services <ul><li>Menu </li></ul><ul><ul><li>Keep its existing menu </li></ul></ul><ul><ul><li>Contains appetizers, stir fried dishes, curry, chef’s special and 23 items of vegetarian food </li></ul></ul><ul><ul><li>Price: $ 5.50- $ 11.95 </li></ul></ul><ul><li>Food preparation </li></ul><ul><ul><li>All preparation are done in the kitchen of the restaurant. </li></ul></ul><ul><li>Services </li></ul><ul><ul><li>Sit-down and take-out services </li></ul></ul><ul><li>Financial Information </li></ul><ul><ul><li>$ 230K- $250K start-up investment </li></ul></ul><ul><ul><li>$ 52.60 yearly web hosting fee </li></ul></ul>
  11. 12. <ul><li>Location: Willow Ave. Hercules, CA </li></ul><ul><li>Hours: Tues-Sat. </li></ul><ul><ul><li>Lunch 11:00 A.M. - 3 P.M. </li></ul></ul><ul><ul><li>Dinner 5:00 P.M. - 9:30 P.M. </li></ul></ul><ul><li>Accounting and Cash Management Systems </li></ul><ul><ul><li>Point of Sale System </li></ul></ul><ul><li>Food Production </li></ul><ul><ul><li>Food are prepared and made to order </li></ul></ul>Operations
  12. 13. Market Industry <ul><li>19 restaurants in the city of Hercules </li></ul><ul><li>6 are standard fast food restaurants </li></ul><ul><li>5 serve and offer Asian cuisine (one of the 5 is Won Thai Cuisine ). </li></ul><ul><li>4 are located in the area proposed (one of these serves Asian Cuisine ) </li></ul>
  13. 14. Market Industry <ul><li>Site Survey </li></ul><ul><ul><li>Location: San Pablo Ave. and Sycamore Ave. </li></ul></ul><ul><ul><ul><li>Using 2000 square feet per floor as a baseline </li></ul></ul></ul><ul><ul><ul><li>Purchase land and construction for $2 Million </li></ul></ul></ul><ul><ul><ul><li>Purchase existing space for $1.2 Million </li></ul></ul></ul><ul><ul><ul><li>Lease on both spaces for $500,000 to $1,000,000 </li></ul></ul></ul>
  14. 15. Market Industry: Site Survey <ul><li>Under budget </li></ul><ul><li>Insuring the ability to acquire the needed permits </li></ul><ul><li>Limits liability </li></ul><ul><li>Will not own the building only space with in the building </li></ul>Lease on both spaces <ul><li>- $1.2 Million- in-line with the client’s budget </li></ul><ul><li>- Offers the ownership requirement </li></ul><ul><li>Insuring the ability to acquire the needed permits </li></ul><ul><li>- Will not own the building, only space with in the building </li></ul>Purchase existing space <ul><li>- $2 Million- above the clients budget </li></ul><ul><li>City will not issue a permit for this development </li></ul><ul><li>Would meet ownership requirement </li></ul>Purchase land and construction
  15. 16. Location
  16. 18. Location Map
  17. 19. Intersection of San Pablo Ave. and Sycamore Ave.
  18. 20. Bayside Development
  19. 21. Demographics 21576 Total 1038 Two or more Races 872 some other Race 2106 Hispanic or Latino 90 Native Hawaiian or other Pacific Islander 8327 Asian 49 American Indian or Alaska Native 3659 Black or African American 5435 White Population Race
  20. 22. SWOT Analysis <ul><li>Weakness </li></ul><ul><li>- Limited financial funds </li></ul><ul><li>- Little information with local surrounding in the subject area of the second location </li></ul><ul><li>- Small community </li></ul><ul><li>Specialty Product will appeal to limited demographic </li></ul><ul><li>- Customers desire for quick and one stop </li></ul>Strengths - Solid business establishment for more than 20 years - Great location - Developed a strong customer relationship - Serves authentic and high-quality Thai Cuisine - Keeps costs at a value pricing - New location is a high traffic area - City support for new commercial endeavors
  21. 23. SWOT Analysis Threats - Possible competition from local Asian and American restaurants - High local government fee - New untested development - Government Regulations <ul><li>Opportunities </li></ul><ul><li>- Internet - powerful marketing tool </li></ul><ul><li>- Traffic in the area- bring more customers </li></ul><ul><li>Increasing sales opportunities </li></ul><ul><li>New commercial development- create more business need </li></ul>
  22. 24. Competitors $6 and above Dine-in, To-go, and Catering Sycamore Avenue, Hercules Lunch and Dinner L&L Hawaiian Barbecue $6 and above Dine-in, To-go, and Party Sycamore Avenue, Hercules Lunch and Dinner Dragon Terrace $4 and above Dine-in, To-go, and Catering Sycamore Avenue, Hercules Lunch and Dinner RSM Oriental Food Mart and Restaurant $5 and above Dine-in, To-go, Delivery, Party and Banquet Willow Ave., Hercules Lunch and Dinner Willow Garden Chinese Restaurant Price Range per meal Products and Services Location Meals Restaurants
  23. 25. Target Market Why? These will be the potential customers of Won Thai Cuisine Restaurant and will bring more profit to the client. <ul><li>Local Residents </li></ul><ul><li>Local Schools </li></ul><ul><li>Local Businesses </li></ul><ul><li>Tourists </li></ul><ul><li>Neighboring Cities </li></ul>
  24. 26. Marketing Strategies <ul><li>“ Word of Mouth” Strategy </li></ul><ul><ul><li>Person to person: Family, Friends, Co-workers </li></ul></ul><ul><li>Media: Newspaper Advertising </li></ul><ul><ul><li>West County Times </li></ul></ul><ul><ul><li>Hills Newspaper </li></ul></ul>
  25. 27. Marketing Strategies <ul><li>Broadcast Media: Radio Advertising </li></ul><ul><ul><li>KOIT 96.5FM (FM) </li></ul></ul><ul><ul><li>MAX 95.7FM (FM) </li></ul></ul><ul><ul><li>KDFC 102.1 (Classical) </li></ul></ul><ul><li>Direct Mail </li></ul><ul><ul><li>Flyer </li></ul></ul><ul><ul><li>Menu </li></ul></ul><ul><ul><li>Yellow Page </li></ul></ul><ul><ul><li>Coupon </li></ul></ul>
  26. 28. Marketing Strategies <ul><li>Website </li></ul><ul><ul><li>Website Structure </li></ul></ul><ul><ul><li>Website Advertising </li></ul></ul><ul><ul><ul><li>Free Advertising </li></ul></ul></ul><ul><ul><ul><li>Sponsored Search </li></ul></ul></ul><ul><ul><ul><li>Search Engine Marketing </li></ul></ul></ul><ul><li>Why? </li></ul><ul><li>An investment that make our client’s business grow </li></ul><ul><li>Gain new customers </li></ul><ul><li>Increase sales </li></ul>
  27. 29. Financial Plan <ul><li>Building Costs </li></ul><ul><li>Fixture Costs </li></ul><ul><li>Estimated Startup Cost </li></ul><ul><li>Break-even Analysis </li></ul><ul><li>Projected Profit and Loss </li></ul>
  28. 30. Financial Plan <ul><li>Building Cost </li></ul><ul><ul><li>Existing Building space $1.2 Million </li></ul></ul><ul><ul><li>$1,000,000 for the Space </li></ul></ul><ul><ul><li>$200,000 for improvements </li></ul></ul><ul><ul><li>20% Down Payment ($240,000) </li></ul></ul><ul><ul><li>30 year loan at 7% = $6,653 monthly </li></ul></ul><ul><ul><li>10 year loan at 7% = $13,933 monthly </li></ul></ul>
  29. 31. Financial Plan <ul><li>Monthly Expenses </li></ul><ul><ul><li>Total $19,000 </li></ul></ul><ul><ul><ul><li>Payroll= $6,500 </li></ul></ul></ul><ul><ul><ul><li>Food items to prepare the meals= $7,000 </li></ul></ul></ul><ul><ul><ul><li>Gas and Electric= $1,000 </li></ul></ul></ul><ul><ul><ul><li>Supplies= $3,000 </li></ul></ul></ul><ul><ul><ul><li>Miscellaneous = $1,500 </li></ul></ul></ul>
  30. 32. Financial Plan <ul><li>Estimated Startup Cost </li></ul>$46,143.33 Grand Total $11,533.16 Small Appliances $3,315.25 Kitchen Equipment $945.70 Janitorial Equipment $15,404.17 Heavy Equipment $3,673.00 Utensils/Glassware $10,530.00 Furniture $742.00 Dining Area Price Description Equipment Cost
  31. 33. Break-even Analysis <ul><li>Monthly cost $25,653 </li></ul><ul><li>Average price per customer $10 </li></ul><ul><li>2,566 customers per month to cover expenses </li></ul><ul><li>About 128 meals per day </li></ul><ul><li>Historical average 140 customers per day </li></ul>
  32. 34. Projected Profit and Loss
  33. 35. Recommendations <ul><li>Building Location </li></ul><ul><ul><li>Transit Center in Sycamore Ave. (North of Sycamore West of Interstate 80), Bayside development </li></ul></ul><ul><ul><ul><li>Existing Building space </li></ul></ul></ul><ul><ul><ul><ul><li>Finance option: 30 year loan with 20% down </li></ul></ul></ul></ul><ul><li>Services </li></ul><ul><ul><li>Delivery </li></ul></ul><ul><ul><li>Catering </li></ul></ul><ul><ul><ul><li>Increase cash flow </li></ul></ul></ul>
  34. 36. Recommendations <ul><li>Accounting and Cash Management System </li></ul><ul><ul><li>Point of Sale System </li></ul></ul><ul><ul><ul><li>SPR POS System Software </li></ul></ul></ul><ul><ul><ul><ul><li>Features: Order Entry, Table Section, Daily Totals </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Benefits: Maximize efficiency, improve customer service, increase repeat business, increase productivity </li></ul></ul></ul></ul><ul><li>Website Structure </li></ul><ul><ul><li>Provides more detailed information of the restaurant </li></ul></ul><ul><li>Web Hosting </li></ul><ul><ul><li>Dot 5 Hosting and HostMonster </li></ul></ul><ul><li>Web Advertising </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Free Advertising Forum/Group </li></ul></ul>
  35. 37. Project Team Members <ul><li>Joyce Martinez </li></ul><ul><ul><li>Project Manager </li></ul></ul><ul><li>Ronna de Guzman </li></ul><ul><ul><li>Marketing Executive </li></ul></ul><ul><li>Milton Kumre </li></ul><ul><ul><li>Research Coordinator </li></ul></ul>
  36. 38. Project Management RJM Consulting Senior Project: Won Thai Cuisine Restaurant Ronna De Guzman Marketing Executive (150) Milton Kumre Research Coordinator (150) Joyce Martinez Project Manager (150) Project Approval Package Project Report Development Plan Weekly Status Report Marketing Plan Website Host and Advertising Preliminary Research Market Information Site Survey Financial Report Project Scope Weekly Status Report Executive Summary Company Information Website Website Services Works Cited Appendix Project Management Management Operations Client Agreement and Acceptance Letter
  37. 39. Critical Issues pd5. Lack of time to construct a dynamic website due to issues stated above. #5. Website   pd4a. Retail figures were hard to obtain if calls were made to Real Estate Offices.       pd4. Client response for financial estimates and hard to communicate. #4. Financial Plan   pd3a. Radio Media- no available information for Asian Station.     pd3. Print Media- newspaper companies were not available. Calls were transferred around and still no person was available to provide cost and other information necessary for our analysis. #3. Marketing   pd2. Information of the restaurants and description were not available on the Internet. #2. Competitors   pd1. Not being able to get the correct department and person in-charge. #1. Site Survey Problem Description (pd) Section
  38. 40. Gantt Chart
  39. 41. Network Diagram
  40. 42. Works Cited <ul><li>www.google.com </li></ul><ul><li>www.yahoo.com </li></ul><ul><li>www.ci.hercules.ca.us </li></ul><ul><li>U.S. Census </li></ul><ul><li>www.sprpos.com </li></ul><ul><li>www.businessoftware.com/restpro.asp </li></ul><ul><li>www.city-data.com </li></ul><ul><li>www.hercules-plan.org </li></ul><ul><li>www.publicintegrity.org </li></ul>
  41. 43. Conclusion <ul><li>Provided our mission, objectives and deliverables </li></ul><ul><li>Identified the business problem, company background </li></ul><ul><li>Provided analysis on market industry and few marketing and financial plans </li></ul><ul><li>Presented recommendations for building location, finance options, accounting and cash management, website </li></ul>
  42. 44. <ul><li>Question and Answer </li></ul>

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