This document outlines a business plan for a proposed multi-cuisine restaurant called Yours Truly Restaurant. The restaurant will be located in Karachi and will offer Italian, Chinese, continental and Indian cuisine. It aims to provide great tasting food and efficient, friendly service in a relaxed atmosphere. The plan discusses the restaurant's mission, objectives, competition, marketing strategy, financial projections, and long term goals of expansion.

1. Submitted By :
Bilal Qureshi

2. fusion
Make People Happy, Have Some Fun
and Be Number 1!
Yours Truly Restaurant.
For AM & PM people

3. EXECUTIVE SUMMARY
 Blend of Italian, Chinese, continental and Indian.
 Located in the booming, and rapidly expanding city of
Karachi.
 Inspired menu from different countries'
 Seven days a week
 Relaxed, friendly and correct service
 Hiring of experienced staff
 Venturing into the Catering business
 Total sales allocation to be 85% restaurant sales and 15%
catering sales.

4. MISSION
 Great tasting food, but have efficient and friendly service
 Choice for all families and singles, young and old, male or
female

5. OBJECTIVES
 Keeping food cost under 35% revenue.
 Keeping employee labor cost between 25-30% of revenue.
 Stay in the restaurant business with excellent food and service.
 Expand our marketing and advertising in neighboring cities .

6. Future Plan
 If the business is meeting its projections in an year than, we
will start scouting for a second location and develop plans for
the next unit.
5 Year Plan
 Restaurants in different parts of the country like Lahore ,
Multan , Islamabad etc.
 Although the restaurant industry is very competitive, the
lifestyle changes created by modern living continue to fuel its
steady growth.

7. COMPANY DESCRIPTION
Vision:
Extraordinary dining experience
Aim to be the best in the multi cuisine restaurant business

8. COMPANY DESCRIPTION CONTD.
Basic product offering :
Italian, Chinese, Indian & Continental
Healthy food (low fat, low cholesterol)
Markets to be served:
Students
Couples / families
Destination customers
Working class singles
Business persons
Tourists

9. ENTREPRENEURSHIP
Formalities & expenses:
Registration of the company
Licensing
Furnishing
Electrical Fitting
Kitchen and Crockery
Insurance
Risks & liabilities
Not able to break even at the expected time
Repayment of loan’s
Unlimited liabilities of the partners.

10. Competition/Competitive Advantage
Direct Competition
 Kareem's
 Lemon Grass Café
 Machan
Advantages
 Location
 Multi – Cuisine
 Expert Management Team

11. Competitive Edge
 Fusion will leverage it’s multi-pronged competitive edge to
quickly gain market share.
 Our competitive edge is the menu, the chef, the environment, the
management, the service and our friendly place.
 The chef has an excellent taste for what fine dining is and requires
 Our environment is elegant and comfortable and our decor is
warm and relaxing.

12. Strategy And Implementation Summary
 Our strategy is simple, we intend to succeed by giving people a
combination of excellent and interesting food in an environment
that appeals to a wide and varied group of people.
 We will focus on maintaining quality and establishing a strong
identity in our community.
 We will keep our standards high and execute the concept so that
word-of-mouth will be our main marketing force.
 We will create an appealing and entertaining environment with
unbeatable quality at an exceptional price.

13. Marketing Strategy
Sell For Tomorrow—Not just Today
 Print media advertising
 Flyers
 Entertainment book coupons
 Mass Media Vehicles
 Billboards
 E- business

14. Sales Strategy
 Word’s Of Mouth
 Discount Coupons
 Free Home Delivery
 Concentrating on the customer's experience
 Offer various specials throughout the week that people can come to
enjoy.

15. MARKETING ANALYSIS
7 P’s of Restaurant
PRODUCT:
• Product marketing deals with marketing the product to prospects, customers,
and others.
• The products being offered at FUSION are-a cosmopolitan flair, comfortable
atmosphere, striking décor, entertainment, engaging clientele along with an
international menu comprising of multi- cuisines: INDIAN, ITALIAN ,
CONTINENTAL and CHINESE.
• FUSION will be the only restaurant among all the competition which focuses
the entire menu on healthy and low-fat cooking
PRICE:
• Pricing is one of the most important elements of the marketing mix, as it is the
only mix, which generates a turnover for the organization.
• It costs to produce and design a product, it costs to distribute a product and costs to promote
it.
• The pricing strategies that we at FUSION will be considering during the
preparation of the menu are- Competition pricing
Product Line Pricing
Premium pricing

16. PLACE
 This refers to how an organization will distribute the service
they are offering to the end user.
 The organization must distribute the service
to the user at the right place and at the right
time.
 Fusion is located at FB Area , karachi .

17. PEOPLE:
 An essential ingredient to any service provision is the use of
appropriate staff and people.
 The staff at FUSION is efficiently and well trained to serve the
guests in the best possible way.
 Our staff is well trained to give to our customer’s high quality of
personal service.
 The service delivered by our employees is a very important element
of value. It is also an area where we can distinguish our selves.
PROCESS:
 This refers to the systems that are used to assist the organization in
delivering the service.
 A big emphasis is being placed on extensive research into the quality
and integrity of our products.
 They will constantly be tested for our own high standards of
freshness and purity.

18. PROMOTION:
 Promotion involves disseminating information about a service,
product line, brand, or company.
 Promotion is generally sub-divided into two parts:
• Above the line promotion
• Below the line promotion
PHYSICAL EVIDENCE:
 Physical Evidence is the element of the service mix which allows the
consumer again to make judgments on the organization.
 Physical evidence is an essential ingredient of the service mix.
 Consumers will make perceptions based on their sight of the service
provision which will have an impact on the organization’s perceptual
plan of the service.

19. MARKET ANALYSIS SUMMARY
 FUSION focuses on local and tourist restaurant seekers.
People that have a desire for good food and a fascinating
atmosphere.
 The market customers for FUSION would develop from:
 Local Neighborhood Marketing Program
 Customer Frequent Diner Loyalty Program
 Suggestive Selling Program to increase average check
 Tremendous growth in upper level family income

20. MARKET SEGMENTATION
 The Business Man
 Happy Couples
 The Family
 High-end Singles
 Tourists

21. MARKET PENETRATION
 Entry into the market should not be a problem.
 Restaurant has high visibility with heavy foot traffic all day
long.
 The local residents and students always support new
restaurants and the tourists do not have fixed preferences.
 In addition, Rs.2,00,000 has been budgeted for a pre-opening
advertising and public relations campaign.

22. SERVICE BUSINESS ANALYSIS
 The restaurant industry is highly competitive and risky.
 Most new restaurants opened by inexperienced owners
struggle or fail.
 However, those based on solid understandings of the market
needs have a much higher chance of success.
 Restaurants make money by taking inexpensive ingredients,
combining them in creative ways, cooking them properly, and
selling them at a much higher price

23. UNIQUE SELLING PROPOSITION

24. Bilal Qureshi

25. KEYS TO SUCCESS
 Unique and innovative fine dining atmosphere
 Great food, great service and atmosphere.
 Appeal to a wide and varied clientele.
 Public relations
 Controlling costs at all times without exception

26. The Competitive Profile Matrix (CPM)
• The Competitive Profile Matrix (CPM) is a tool that compares
the firm and its rivals and reveals their relative strengths and
weaknesses.”

27. Key Success
Factors
YOUR
BUSINESS
Weight Rating
YOUR
Weighted
Score
BUSINESS
Rating
Competito
r
Weighted
Score
1
Fine dining
atmosphere
0.30 3 0.90 2 0.60
Great food &
sevices
0.20 3 0.60 3 0.60
Public
Relations
0.25 4 1.0 3 0.75
Controlling
cost
0.25 4 1.0 4 1.0
Total 1.0 3.50 2.95

28. SWOT ANALYSIS
STRENGHTS
 First mover advantage
 Varieties of food of the cuisine
 Large number of bachelors/students/IT professionals
 Catering to a wide range of people
 No good restaurant near the location

29. WEAKNESSES
 High cost of operation
 Pricing
 Competition
 Difficulty In obtaining licenses

30. OPPORTUNITIES
 New restaurants in other parts of the city
 Offer greater variety
 High growth of the Hospitality Industry and tourism
 Rising standard of living

31. THREATS
 Other concept restaurants
 People may be restrictive
 High attrition rate.

32. PROCESS FLOW CHART
Get drinks for customer
Deliver check to customer
Collect signed slip
Place order
Give the order to chef
Deliver salad or soup
Deliver dinner to
customer
Cash or Credit
Return credit slip to
customer
Bring change to
customer
Close table and
collect tip
Cash
Credit

33. SALARY STRUCTURE
 Main chef 30000
 Chef (15000*2) 30000
 Helper (7500*3) 22500
 Waiter (5000*10) 50000
 Manager 12000
 Cleaning staff (2000*2) 4000
 Total 148,500
 For three floors for 365 days 1782000

34. Five Forces Matrix
Importance
(1 to 5)
Threat To
Industry( 1 to 5)
Weighted Score
Force
Rivalry in the companies
competing in the industry
4 4 16
Bargaining power of
suppliers in the industry
4 4 16
Bargaining power of
Employees
4 3 12
Threats of New Entrants 5 5 25
Threat of Substitute
products or services
3 5 15
Total 84

35. GURELLIA MARKETING PLAN
.
 Guerrilla marketing originally was a concept aimed towards
small businesses with a small budget, but this didn’t stop big
businesses from adopting the same ideology.

36. Guerilla Marketing Techniques:
• Due to our Business type we will go with Guerilla Marketing
Techniques:
• Printed a tri-fold brochure that lets people know who we are,
what we have to offer, and also gives them a few really good
coupons to redeem
• Lunch special discount offer for Preston’s staff between
1.00PM to 3.00 PM
• Mugs printed with logo
• Special offers display on Notice board

37. LONG TERM DEVELOPMENT PLAN
 Goals
 Strategies
 Milestones
 Risk Evaluation
 Exit plan

38. LONG-TERM DEVELOPMENT & EXIT
PLAN
Goals
 FUSION is an innovative concept that targets a new, growing
market.
 We assume that the market will respond, and grow quickly in the
next 5 years.
 Our goals are to create a reputation of quality, consistency and
security (safety of food) that will make us the leader of a new style
of dining.

39. Strategies
 Our marketing efforts will be concentrated on take-out and
delivery, the areas of most promising growth.
 The market changes, new products may be added to maintain
sales
Milestones
 After the restaurant opens, we will keep a close eye on sales
and profit. If we are on target at the end of year 1, we will look to
expand to a second unit.

40. Risk Evaluation
 The success of our project depends on the strength and
acceptance of a fairly new market.
 After year 1, we expect some copycat competition in the form of
other independent units.
 Chain competition will be much later.
Exit Plan
 Ideally, FUSION will expand to five units in the next 10 years.
 At that time, we will entertain the possibility of a buy-out by a
larger restaurant concern or actively seek to sell to a new owner.