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1. Executive Summary
Aruziko is a restaurant business that also offers services in daycare and
reading. It is based off the characters in a TV show called Roko Itonami. This
business will be located in Yarmouth, NS and target customers of both genders
aged 17-25. The restaurant Industry is growing and people are always looking for
new experiences and this restaurant will give it to them. The servers will also
double as actors and actresses for the different characters which will give the
customer a greater experience.
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2. Purposed Business
The business that we plan on opening would be a TV show themed restaurant
located in Yarmouth, NS. The biggest reason we would like to open this up is to
attract tourism back into Yarmouth. The show has fans from all over the world, this
would also open a lot of job opportunities for the residents of Yarmouth and help the
local economy.
The restaurant has 3 different services it offers, the main one being the
restaurant. It also offers babysitting with trained early childhood educators for the
customers during supper or parties and they offer leisurely reading spaces with coffee
and wifi. Aruziko also offers a great customer experience that will make customers
want to return again and again with its waiters and waitresses. Each one gets to dress
up as a Roko character and pretend to be them making the characters really come to
life. They are each trained for 1-2 weeks on the character they choose to be in order
to get it correct.
The target market for the restaurant would be male and females aged 17-15
2.1 Restaurant Services
The restaurant service of the company will serve foods that represent the
characters of the TV show Roko Itonami. Each character will have their own meal
deals, expect for 1 as she will represent the kids meals. There will also be an Aruziko
app where customers can put in the order for their food straight from their smart
phones and when they input the time they will be there or want it, it will be ready for
them. The food served will be small parts of many cultures depending on what is
ordered. For a complete menu please see Appendix A.
2.2 Childcare Services
The child service of the company will have trained childhood educators staffed
in a room for children of all ages. This will be beneficial for our customers as it will
help those who want to go out but feel they can’t because they cannot bring their
children or the customers who are single parents and want to go on a date but can’t
find a babysitter.
2.3 Leisurely Reading Services
The leisurely reading service of the company will be a small section in the
restaurant that is sectioned off by a river/pond type decoration with a small bridge to
cross. It will have a small café for the customers who like to read and have a coffee.
There will also be a bookshelf with books for customers to read who don’t bring their
own. It will be a place of relaxation and tranquility for the stressed out customer.
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2.4 Goals
Aruziko has short term and long term goals. You can find them below as well as
a good time frame for which the company would like achieve these goals.
Short term goals
Gain customers and create relationships with them so they are loyal and return
Gain profit and break even within1-2 years
Increase brand awareness of the restaurant within Yarmouth and Nova Scotia
Long Term Goals
Help the unemployment in Yarmouth
Help the local economy by buying foods locally
Expansion
2.4.1 Goal Time Line
Year 1 – Gain customers and create relationships with them so they are loyal and
return
- Gain profit and break evenwithin 1-2 years
- Increase brand awareness of the restaurant withinYarmouth and Nova Scotia
Year 2 – Help the unemployment in Yarmouth
Year 3-5 – Help the local economy by buying foods locally
Years 5–10 - Expansion
3. Industry
The food service industry is a hard industry to open up in and succeed. The
reason for this being the size of the food service industry being about 74,016 in
Canada so to succeed you need to really be unique as well of the many risks with the
industry such as; Bankruptcy risk, currency risk, event risk, inflation risk, operational risk,
and location. Some trends that could affect what is going on in the industry for this
restaurant are; Boomers, millennial madness, imposed interactions, sustainability,
mobile interaction, benefit brands, and crossover cuisine.
However eventhough the industry is hard to succeed in, it is also becoming a
growing industry as more people are eating out with less time to cook. This industry
consists of different segments such as fast food, fine dining, family dining, casual
dining, and quick casual restaurants. We would not be going after the entire industry
either. We would be segmenting it to only fine dining and Yarmouth residents.
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4. Market Analysis
4.1 Customers
Aruziko’s potential customers would be the residents of Yarmouth who enjoy
anime and have a middle class income. They would be both male and female who are
aged 17-25.
4.2 Market Size
The population of Yarmouth, NS aged 15-24 is 1,135. Sales in restaurants are
predicted to increase, breakfast, burgers, value, innovative beverages, boomers, mini
anything, specialty coffee, healthier alternatives, more flavorful food, competition
for market share, bringing food to consumer, changing experience, local food, social
media.
4.3 Competitor Analysis
The strongest competitors that Aruziko would have to face in Yarmouth, NS
would be Rudder's Seafood Restaurant & Brew Pub, Bread & Olives Café, Boston Pizza,
Jungle Jims, Pizza Delight, and Wilson’s restaurant.
Rudder's Seafood Restaurant & Brew Pub is located on Water Street in
Yarmouth. It is along the waterfront and has been in business since 1997. Their
strength lays a lot in their location as being located on the waterfront that is one of
the most popular spots for events in Yarmouth, especially during the summer.
Bread and Olives café is located on the corner of Parade Street and 2nd street
in Yarmouth. It has been in business since 2011. One of their weaknesses is that not
many people are aware of this place or what it is.
Boston Pizza is located on Starrs road in Yarmouth. It is located next to the
movie theatre. The location for this restaurant is also a strength as when people go on
dates to dinner and a movie most will tend to go to Boston pizza since it is next door
to the movies and becomes a convenience to customers.
4.4 Marketing Mix
4.4.1 Product
The end user of our products and services will be feeding hungry customers.
What is unique about this is that it provides a daycare to help out the customers.
Which is an additional service offered by Aruziko as well as reading books and space.
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4.4.2 Placement
Aruziko will be selling their products in a retail location yet to be determined
in Yarmouth. It will not be selling anything online; however will give the option to
order ahead online and through apps.
4.4.3 Price
The prices for the food at Aruziko will range from $4-15 depending what the
order is. Beverages will be price ranged from $1-$6. For all prices Please see menu in
Appendix A. Discounts will also be made available through facebook, twitter, specials,
and coupons. Certain people will also receive discounts such as staff, students,
seniors, etc.
4.4.4 Promotion
Awareness for the company will be brought to customer’s attention by social
media, internets ads, newspaper ads, radio ads, and television ads. One example for a
promotion is Aruziko will have a pre grand opening where before it is advertised
people can come in try it out for about half price for a week and all they have to do is
send us feedback. As well as the grand opening day from 11AM until 6PM we will offer
free meals to get the name out and recognized. The print ads will cost a little amount
of money while the social media promotion will cost nothing. The television ads and
grand opening promotions will cost a bit of money, but be worth it in the end and be
remade into revenue once customers decide they like it.
5. Business Operations
5.1 Key Personnel
The following are a list of employees that will be needed to run the restaurant.
Waitress/Waiters (Actresses/Actors): 12-20 of these employees are needed.
They would have to serve customers, make customers feel special, pretend to be the
character they are dressed as.
Cook: 8-12 of these will be needed. They will be responsible to make the
different foods ordered and will need to have training from school.
Managers: 2-6 of these will be needed including ones for cooks,
waitresses/waiters, and customer service. They will need to make sure everything is
running smoothly.
Child Caregivers: 2-4 of these will be needed. They would in charge of
watching the children left in the Kids room
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Accountant/Book keeper: only 1 of these is needed. They would be in charge of
keeping track of finances.
IT workers: 2-4 of these are needed. They would be responsible for making sure
the site and app are always up and running properly
5.2 Operating Processes
5.2.1 Suppliers
The suppliers for Aruziko would be; Cooks Dairy for dairy products, Geanel
Restaurant Supplies Ltd for restaurant equipment, Churchill Brothers Farm Ltd for
produce, and Thousand Hills Farm for free range chicken. More local farmers will be
found for back up.
5.2.2 Inventory
Inventory will always be fresh and be stored in a fridge or freezer within the
restaurant for no more than 3 days. A tracking system will be found and implemented
to keep track of what inventory is in store, what is needed and what was sold.
5.2.3 Sales
Sales will be available with interact, cash, and credit cards. Sales will be
tracked through a cash register receipt.
5.2.4 Permits, regulations, and insurances
We will need a Food Establishment Permit, License to Operate a Child Care
Centre Early Childhood Development Services, Food Handler Certification, Insurance
Adjuster Licence: Company, and Business registration.
5.3 Location and Facilities
Aruziko will be located in Yarmouth, Nova Scotia. The reason we choose this
place was it is where Ashley is from and it would help Yarmouth out as a town. The
customers will be located in the town, around the waterfront and around the highway
where tourists enter the town. Location is very important for the business because it
needs to located at an easily accessible place where customers can find us. The
interior of the location will have a friendly atmosphere, the base colours will be
purple and black, the furniture will be comfortable similar to leather, and the
characters from the show will be painted on the walls. The exterior of the location
will have a good landscape with flowers and small trees to create a relaxing feeling.
The location will be purchased.
5.4 Equipment
All Aruziko equipment will be bought. This will include Stoves, booths, chairs,
kitchen utensils, baby change tables, high chairs, table bases, display case, patio
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umbrellas, stands, dishwasher, exhaust hoods, refrigerator, microwaves, fryers, ice
machine, mixers, ovens, proofers and cabinets, specialty cooking, steamers, griddles,
beverage equipment, food warmers and heat lamps, sinks and faucets, blends, waffle
irons, freezers, soup and sauce warmers, food prep tools, slicers, cutters, dicers,
toaster, beverage dispensers, chafers, cookware, cutting boards, inserts,
measurement tools and scales, strainers, thermometers and timers, sauce bottles and
labels, food storage, condiment holders, bake ware, knife sharpening, dishes, drink
ware, table accessories. Trays and serve ware, serving utensils, flatware, shelving,
work tables, labels, garment racks, aprons, chefs jackets, chef pants, oven mitts,
head ware, carts, clothes, and towels, floor care, bus bins and utility bins, waste and
recycling, and safety equipment.
6. Financial Information
6.1 Startup costs and financing
Start-up costs Financing
Land/Building $ 90,000 CBDC Blue Water Loan $ 80,000
Leasehold Improvements $ 13,000 Chartered Bank $ 20,000
Equipment/ Machinery $ 7,000 Line of Credit $ 10,000
Marketing $ 3,000 Owner’s investment $ 10,000
Inventory $ 3,000 Personal Loan $ 3,000
Working Capital $ 2,000 Other
Total Project Costs $118,000 Total Financing $118,000
6.2 Projected Cash flow statement
