The document provides details for establishing a new restaurant called Foodelicious in Kalma Chowk, Lahore. It includes the business profile, vision, mission, organizational hierarchy, location selection rationale, menu items and pricing, initial investment breakdown, daily/monthly/annual expenses and revenues, marketing plan, target market segmentation, and a PEST analysis. The group aims to maximize profits by attracting customers through quality food, competitive pricing, and excellent customer service in a hygienic environment.

2. University of Central Punjab Sheikhupura
Final Project of Business Finance

3. Presented By
Tinkers
Group Leader
Lubna Shehzadi
Other Members
Saira Azam
Asma Tahir
Humaira Shamshad
Shazia Akram

4. No TITLE
1.
INTRODUCTION
Business profile & category
Vision & mission
Values & slogan
Goals, objectives & ethics
2.
Key stakeholder
3.
Organizational hierarchy
4.
Facts and figure about business in Pakistan
5.
Selected area & location
6.
Why this area and its geographical overview
7.
Purpose
8.
Differentiation/ specialty
9.
Our products
10.
Our deals
11.
Initial investment
TABLE OF CONTENTS

5. No TITLE
13. Starting infrastructure & expenses
14. Daily expense
15. Monthly expense
16. Annually expense
17. Daily revenue
18. Monthly and annually revenue
19. Our required labor
20. Our competitors and timings
21. Marketing expense
22. Promotional tools
23. Market segmentation and target market

6. No TITLE
24. BUSINESS ANALYSIS
Pest
SWOT (of our business and our competitors too)
PLC
BCG
Ansoff model
25. How to attract customers
26. References
27. Conclusion

7. CATEGORY
Food restaurant
COMPANY PROFILE
This is the business which we want to establish by the investment of five partners. The
category of the business is a restaurant line. It will be open from 11:00 am to 12:00 am.
Currently it is going to be established in Kalma chowk. In future we will plan about its
further branches.
Official Website: www.foodelicious.com.pk
Official Email: foodelicious@hotmail.com
Foodelicious Restaurant

8. Vision
“To provide healthy and delicious food”
Mission
“Team Foodelicious will create a prosperous, strong, food
company by providing unique, healthy, consistent and
exciting eating experiences to all our clients in the form of
restaurants.
We will also educate, inform and change the eating habits
of all people who use us, creating happier and more stable
communities.”

9. Hygienic food
Eat, relax & enjoy
Meet customer’s expectation
Meet & exceed the diverse nutritional needs of our customers
Work as a team
Be honest in our dealings with customers

10. Slogan
“Every bite is delicious”
Goals
Maximize restaurant income
Attract the customers
To be a best restaurant of Lahore
Offering fairly priced food options
Providing excellent customer services
Creating an attractive and diverse menu
Home like environment
To provide tasty and healthy food to our customers

11. Objectives
Build an organization dedicated to excellence.
Consistently deliver superior quality and value in our
products and services.
Maintain a commitment to innovation for continuous
improvement and grow, striving always to be the leader in
the market place changes.
Generate consistently superior financial returns and benefits
for our owner and employees
To be the talk of the Town

12. Key Stake holders
Customers
Directors
Government Employees
Owners
(Shareholders)
Creditors

13. Organizational Hierarchy
Lubna
Shehzadi
CEO
Humaira
Shamshad
(Marketing
Manager)
Saira Azam
(Finance
Manager)
Asma Tahir
(Admin active
Manager)
Shazia Akram
(Operational
Manager)

15. Selected area
Kalma Chowk
Location
Near Bus stand, Kalma chowk, on the road Lahore.

17. Presented By
Asma Tahir (S2F13MCOM0064)

18. Geographical overview

19. Purpose
The general purpose of our restaurant is to allow
families and friends to go out for a good meal and
have a good time. Moreover, it is to provide good
customer service and making a profit.

20. Differentiation / specialty
•Online delivery and order
•Several deals
•Economical prices
•Quality
•Taste
•Hygienic environment

21. Items Price (Rs.)
Starters
Drum sticks 350
Russian salad (family bowl) 400
Macaroni Salad 250
Cream Salad 150
Foodelicious special Salad 400

22. Items Price (Rs.)
Soups
Hot & sour 320
Chicken corn soup 300
Thai tomato 300
Happy Menu
Zinger Burger 200
Small Pizza 360
Medium Pizza 450
Large pizza with extra topping 810
Hot wings 5 330
Hot wings 10 650
Chicken pieces 3 350

23. Items Price (Rs.)
History Addiction
Reshmi kabab 1000
Mughlai kabab 800
Punjabi Sawad
Kari pakora 250
Saag with white butter 450
Punjabi pulao 380
Maki di Roti 50
Fantasy world Menu
Cold coffee 200
Mango pudding 250
Egg pudding 350
Ice tea 100
Reg.Drink 50
Ice cream 3 scoops 100

24. Items Price (Rs.)
Just wow for kids
Nuggets 9 = 320
Nuggets 15= 480
Potato cutlets 200
Chicken cutlets 310
French fries 100
Fingers fries 190
Chocolate shake 200
Kabab Shabab
Kandhari 280
Kafta 270
Labnani 350
Chinese Chaska
Egg fried Rice 280
Vegetable fried Rice 250
Chicken fried Rice 380
Foodelicious special Rice 420
Chicken Manchurian 450
Chicken pineapple 370
Chicken black pepper 290
Chicken almond sauce 350

25. Super Deals
Zinger+Reg Drink 260
Zinger+Fries+reg Drink 300
Zinger+fries+chicken piece+reg drink 400
Arabian rice+drink 350
Pizza s+drink 330
Pizza m+drink 470
Pizza l+drink 850
Chicken manchorian+rice 480
Items Price (Rs.)

26. Special Offer
Lunch
1 drum stick+1 chicken piece+1b plate rice+1 manchorian+1 reg. drink in PRs. 600
Hi-tea
Whatever you want from our menu only in PRs. 750 per head
Timing 5:30 pm to 7:00 pm
Dinner
1 full plate Arabian rice+ 2chicken pieces+ 1 Kebab+ 1almond sauc+1reg. drink
Only in PRs. 950

27. Small Regular Large
199 PKR 659 PKR 899 PKR
Pizza Mania deals
Fajita sensation
We create our home made recipe to spice up your taste buds minted
chicken, onions, green peppers, jalapeno and mozzarella cheese.
Specification

28. Small Regular Large
199 PKR 659 PKR 899 PKR
Italian light
A tasteful combination of smoked chicken, chicken sausages, mushrooms, green
peppers, tomatoes, olives and loaded with mozzarella cheese.
Specification

29. Small Regula
r
Large
199
PKR
659
PKR
899 PKR
Beefy Sensation
Combination of beef, onions, green peppers, Jalapeno, tomatoes and cheese for
those, who love to eat beef in different taste.
Specification

30. Small Regula
r
Large
199
PKR
659
PKR
899 PKR
Veggie Lovers
More vegetables for vegetarians induded onions, sweet corns,mushrooms,
green peppers, tomatoes, olives and mozzarella Cheese,
Specification

31. Small Regula
r
Large
199
PKR
659
PKR
899 PKR
Super Mix
Combination of smoked chicken, chicken sausages, pepper,
beef, smoked veal, onions, mushrooms, green peppers, olives
and mozzarella cheese.
Specification

32. Small Regula
r
Large
199
PKR
699
PKR
999 PKR
Beefy Sicilian
If you like hot beefy Siolian flavour with special marination of beef,
smoked veal, jalapena, onions, onions, green peppers, mushrooms &
mozzarella cheese.
Specification

33. Initial investment
Total amount: 25,000,000
Stockholders and their contribution
Lubna
Shehzadi
Rs.7500,000
Saira Azam
Rs.4500,000
Humaira
Shamshad
Rs.50,00,000
Asma Tahir
Rs.4200,000
Shazia Akram
Rs.3800,000

34. Shazia Akram (S2F13MCOM0038)
Presented By

35. ITEM Rs.
Rent in advance 1200,000
Dining & Office Furniture 542250
Machinery & Equipment 917000
Total 2659250

36. Item Details Quantity Unit Price(Rs.) Total Price(Rs.)
Freezers
(12 cf)
3 25,000 75000
New Broast
Machine (15 Pound
Capacity)*
1 650000 650000
Deep Well Frier
(Single Valve With 2
Baskets)
2 40,000 80000
Hot Plate for
Burgers, Kebab,
Sandwiches
(30” x 22”)
1 33,000 33000
Details
Machinery and Equipment

37. Item Details Quantity Unit Price(Rs.) Total Price(Rs.)
Potato Cutter
(8mm)
1 3000 3000
Pillar (4.5 Kg
Potato Peeling
Capacity)
6000 6000
Microwave 1 10000 10000
Working Tables 2 20000 40000
Keg Racks &
Shelves
2 10000 20000
Total 15 917000
Continue…

38. Item Details Quantity Unit Price (Rs.) Total Price(Rs)
Dining Table –
Square
(2X2)
25 6,000 150000
Chairs (Standard
14”)
100 1,500 150000
Kitchen Cutlery Set 2 2500 5000
Dining Cutlery*
(Plate,
Fork, Knife, Spoon,
Glass)
150 150 22500
Air Conditioner
Split Units
(6 Ton)
2 31000 62000
Hot Water Geyser
Large
1 20000 20000
Halogen Lights 25 250 6250
Wall Lights (Large) 4 1500 6000
Dining Furniture & General Fixtures

39. Continue………
Item Details Quantity Unit Price
(Rs.)
Total Price(Rs)
Portable
Emergency Light
4 2500 10000
Generator (1.5
KVA)
1 90000 90000
Counter Chairs 2 1500 3000
Office Table &
Chair Set
1 10000 10000
Waiting Chairs
for Take
Away Customers
5 1500 7500
Total 322 168400 542250

40. Product Quantity (kg) Price/
kg
Total
Chicken 400 210 84,000
Cheese 25 2000 50,000
Nuggets 200 2000 200,000
Daily expense
miscellaneous
40,000
Petrol expense 80,000
Total expense 454000
Our daily expenses

41. Monthly expense
In the monthly expense daily expense multiple with 30. Total expense is 13,620,000; per month rent 300,000, and
electricity bill 200,000, salaries are 147500. That is all monthly expense
S. no Item Total
1 Daily expense *with
454000*30
13,620,000
2 Per month rent 300,000
3 Electricity bill 200,000
4 Salaries 147500
Total expense 14,267,500

42. Annually expense
In the annually expense all the monthly expense are added in starting expense that are shown in
below table
S. no Item Total
1 Monthly expense*12
9541500*12
171,210,000
2 Starting expense 2659250
3 Marketing expense 500,000
Total expense 174,369,250
Daily revenue
Daily revenue is estimated with our daily deal and average cost of our expense. Our
starters and Soups generate PRs. 75000/day because many people consider them
necessary with every meal, History addiction, happy menu and Punjabi sawad generates
100,000 daily. Along with it, Fantasy world, Kids menu, Kabab shabab, and Chinese
chaska generate approx. PRs. 123000/day.

43. Meanwhile, Super Deals produce 75000/day, special offers give us 150,000/day
and pizza mania generates 69800/day.
Each deal cost profit is 35% of its total. Remaining 65% is deducted due to its
expense.
Daily revenue is: 75000+100,000+123000+75000+150,000+69800= 592800
Monthly revenue
Monthly revenue is accruing when we multiply the daily revenue with 30.
(383022*30=11490660)
Classification Total
592800*30 17,784,000
Annually revenue
Annually revenue is accruing when we multiply the monthly revenue with
12.
Classification Total
17,784,000 *12 213,408,000

44. Our labour
Designation / Type Number Monthly Salary
(Rs.)
Total Salary
(Rs.)
General Manager 1 40000 40000
Floor Manager 1 18000 18000
Kitchen Supervisor 2 6000 12000
Shift Supervisor
(including reliever)
3 8000 24000
Cook 4 4000 16000
Servers 6 3000 18000
Take Away Order
Taker
/ Cashier
1 6000 6000
Dishwasher 2 2500 5000
Cleaner 1 2500 2500
Guard (13 Hour) 1 6000 6000
Total 22 96000 147500

45. Presented By

46. Our competitors
These are our major competitors:
Fri-Chicks
KFC
Pizza Hut
Our timings
11:00 am to 12:00 am

47. Marketing budget
Item Size Quantity Rate per unit
Rs.
Total
Flexes 10*8
5*2
15
40
1280
250
1280*15= 19200
250*40= 10000
Banners 10*3 20 300 6000
Pamphlets
(4color)
Two sided 3000 3 3000*3 = 9000
Newspaper &
Magazines
//Standard 6 2500 2500*6= 15000
Local Ads 10 time in day
(for a month)
1000 for one
time
30*10000
=300000
Billboards 4 25000 25000*4=
100,000
Total expenses
Miscellaneous expenses
Total marketing budget
453200
46800
500,000
Marketing
Marketing expense

48. Promotional tools
Social media sponsorship
Local ads
Print Media Advertisement
Billboards
Banners
Hoardings
Pamphlets
Flexes
Brouchers
Manual Promotions
Through SMS to anonymous people
Special Offers and Discounts
Radio ads

49. Activities Interests Demographics
1
Fast Food Students, working,
adventurous,
Energetic
Sports,
Entertainment,
Fashion, Music,
Recreation
Age:16-24
Marital Status: Single
Heavy Users
2
Ambience Students, working/
Self-made,
businessmen
working on
projects
Entertainment,
Fashion, Music,
Recreation,
Socialization
Age:20-35
Marital Status: Single &
Married
Light-Medium users
Marketing Segmentation

50. Continue….
Activities Interests Demographics
3
Status
Symbol
Students,
working,
Hanging out,
Adventurous
Sports,
Entertainment,
Music,
Recreation
Age:16-25
Marital Status: Single
Light-Medium users
4
Hygiene Working,
Women/Men,
House-wives,
Shopping, club
memberships
Home,
Recreation,
Shopping,
Fashion
Age:25-45
Marital Status: Married
Light Users

51. TARGET MARKET
Our service will be available in Lahore at Kalma Chowk, initially. But
we will expand it to different areas and cities after some time.
Our target audience generally will be:
Man and women of all age mostly age above 6 to so on
Students
Visitors of nearby hospitals
Customers of nearby markets
Passengers of Daewoo, metro and Kalma Chowk bus stand

52. Business Analysis

53. .PEST Analysis
Political: According to current situation of our country, govt. changes very
rapidly and also the policies, such change in policies can influence our company
in a negative as well as positive way.
Economical: Similarly economic conditions can be in our favor and against us. If
there is inflation in economy then purchasing power of people will fall and our
sales may decline.
Social: By giving social benefits, our brand image may increase like as our
restaurant is situated in a residential area so we can provide social benefit
like proper array of wastage and not to defile the area.
Technological: Technology also affects our company as now we are using
latest type of ovens that have more capacity and consume less gas and time
to bake the bread and bake the pizza so if a more latest technology is used by
our upcoming competitor than it would have a negative effect on our cost
and sale.

54. Presented By
Humaira Shamshad (S2F13MCOM0006)

55. Strength and weakness of our other competitor (KFC)
Strength
Multinational company
Have massive resources
Satisfied customers
Strong goodwill
Strong network in Lahore
Weakness
Focus on elite class mostly
Not have too many deals
High Prices

56. SWOT analysis of our business
STRENGTH
We serve variety of items under single menu
Good communication and friendly environment
Our location is our strength
Hi-tea
Special packages
Special occasional discounts
Free home delivery with area of 20km
Employment opportunities
Weakness
Lack of knowledge about customers
Lack of relationship building with employees, customers and suppliers
Lack of focus on Research &Development
Lack of market knowledge

57. Opportunities
Opportunity to open more outlets to get maximum market share
To capture more customers by decreasing the price of our
products
By updating our restaurant
By balancing our menu, customer focus and Improved delivery
service
Opportunity to be innovative
Threats
Increasing inflation rates directly affect menu prices
Supermarkets and new competitors
Health Trend away from fried foods
Changing customer demands
Hi-profile competitors

58. Product Life Cycle (PLC)
The Product Life Cycle (PLC) is used to map the lifespan of a product. There are generally
four stages in the life of a product. These four stages are
1. Introduction
2. Growth
3. Maturity and
4. Decline
The following graph illustrates the four stages of the PLC.
Our product life cycle is on the stage of introduction. Since we are launching a new business so, it
needs to appreciate that this initial stage could require significant investment.

59. Boston consulting group
“A portfolio-Planning method that evaluates a company’s
strategic business units in terms of their market growth rate and
relative market share.”
Strategic business units (SBU’s) are classified as follows:
Stars (High market share, High growth rate)
Cash cows (High market share, low growth rate)
Question mark (Low market share, High growth rate)
Dogs (Low market share, low growth rate)

60. We actually don’t have any idea where we are standing in this matrix
but it is a rough estimate that our growth share matrix is question
mark. Our market share is low because we are new, but Insha’Allah
our growth rate will be high as we differentiate from others on various
grounds.

61. Ansoff model
The business analyst Igor Ansoff outlined some
important strategies for business growth. He identified
four key approaches to grow a business. These are:
1. Market penetration
2. New product development
3. Market development
4. Diversification

62. Our business main objective is to move towards growth by all means so by
using Ansoff growth strategy we will expand our business.
First of all we will select market penetration side in which we will decrease
the prices of our products by doing that we will collect a good sale further
on, by and by we will move towards product & market development e.g.
like we will move to introduce new and innovative products e.g., Mughlai
Kabab and Reshmi Kabab and then move towards other province of
Pakistan. Finally we will plan for diversity.
So our product at present falls at market penetration strategy.

63. How to attract customers
We use following strategies to attract our customers:-
Through marketing penetration strategy
Free delivery within 20 km
Thanks cards when customers are leaving
Stir-Fry Concept
Buy one get one free
Gift hampers for those who visit for first time
Play area for children
Promotional cups
Through frequent advertisement

64. Conclusion
In last we would like to say that if we want to start a business of
restaurant in the area like Kalma Chowk it’s not a bad idea. It will
give us much profit as the restaurant and departmental store
trend in Kalma Chowk is at peak. By good marketing strategy,
proper check and balance, good administration, inexpensive
rates of deals and efficient services we can compete in the
market of Kalma Chowk and shake the market. As the following
business plan is feasible and profitable we can apply it in real
time and can avail the opportunity.

65. References
o http://www.businessdirectory.pk/
o www.doingbusiness.org
www.lahoreindustry.com
www.pakreviews.com/list-top-quality-restaurants-pakistan
o www.mytopbusinessideas.com/pakistan/
o www.pakistan33.com/2012/11/top-5-businesses-to-start-in-
pakistan.html
o www.smeda.org/
o www.mizlink-pakistan.com/Business-Plan.html
o www.imagine-network.org/country.../pk/business-planning-starting-
up
o chicks/lahore/pakistan/362.html
www.mcdonalds.com.pk/