Includes, market research, theme planning, population split analysis and business plan.

1. earthos
The vegetarians’ paradise
Business Plan
By: Yashvinder Singh Thakur
1st March, 2014

2. Table of Contents
Executive Summary………………………………………………………………….....3
Management Team – Organization chart………………………………………….4
Keys to Success………………………………………………………………………….5
 Mission
 Objectives
Start-up Summary……………………………………………………………………….6
Product and Service Description…………………………………………………….7
Future Products and Services…………………………………………………………8
 DMS – Delivery Management System
Market Strategy………………………………………………………………………….9
 Market Segmentation
 Industry untapped
 Target Market Segments
 Market Growth
 Market Trends
 Market Need
Strategy…………………………………………………………………………………..20
Promotion Strategy……………………………………………………………………..21
Positioning Statement………………………………………………………………….22
Pricing Strategy.......................................................................................................22

3. Executive Summary
earthos is a premium eating establishment, with a keen focus on vegetarian
aspirants and offering vegetarian delicacies from across the globe. earthos is
targeted towards healthy and nutritious way of providing vegetarian fast food
and multi-national cuisine on the platter. Distinctive menu with a differentiating
strategy to provide excellent culinary choices for global patrons. The key to
success for our company is, in-depth market research, an innovative theme-
based concept; an excellent approach to selling and a strategic location with
marketing at its very best. To overcome food Industry’s high competition,
periodic over-capacity, low margins and low entry & exit barriers, our company is
planning to plan excellently for earthos with a will to draw tourists as well as multi-
national residents in vicinity. Planning to provide class products at competitive
and premium pricing, thereby providing credibility to its clients.

4. Management Team – Organization chat
earthos, being a professional company, will be having a well-organized structure for
effective management of operations, quality of service and excellent level of
operational strategy.
Organizational Chart
Management
Team
Operations Manager &
Restaurant manager
Head chef
Arabic Chef
Oriental Chef
Asian Chef
Continental
Chef
1 Assistant for
each chef
Accounts assistant and
inventory officer
Stewards
CleanersBack office
Front OfficeKitchen

5. Keys to success
Authenticity is our benchmark; with an ideation to connect with the customer to
provide him with original flavours. Innovation is our key, how creative we can be with
vegetarian cuisine is our sole focus. Combining world’s best cuisines into one. Healthy,
nature-fresh raw produce is our offering. Enhanced and targeted approach towards
pricing, pitching, customer-centric approach and promotions. Capturing world’s best
chefs to provide best and authentic mouth-watering recipes for our menu. A theme-
based creation, with class interiors.
Mission
earthos will be the most sought after, upscale theme- based concept in combination
with fast food & global multi cuisine; thriving on focusing and targeting vegetarian &
vegan food-lovers across the Globe, providing them with authentic mouth-watering
recipes.
Objectives
earthos will strive to achieve the following goals –
 Be one of the world’s top vegetarian restaurants, making its presence felt
across the globe
 Authenticity is our sole aim and to serve with original flavours
 Cash flow self-sufficiency by the end of first year
 Providing an income for founder – owner with income growth and expansion
possibilities.

6. Start Up Summary
With a vision to start a vegetarian restaurant enabling global feel and to cater tourists,
businessmen, locals and nationalities form different parts of the world. We present to
you with one stopper the Godzilla of restaurants, the pinnacle of themes and the
multicultural, ethnical and authentic vegetarian restaurant, “earthos”.

7. Product and Service Description
Earthos, offers a breakfast and lunch menu, fresh cold cuts, drinks, and take-out
prepared dishes along with dinner.
In addition, earthos will be offering own authentic desserts to compliment these
offerings. Finally, earthos will offer its unique authentic global vegetarian cuisine.
Take-home dinners consist of the lunch entrees packaged for the customers. Any of the
breakfast or lunch orders can be pre-made, or prepared in few minutes to ensure rapid
service and high customer satisfaction.

8. Future Products and Services
With a bold and professional nature of work, ethically we as a unit are very hard
working, immaculate to reach new levels of achievements that our company has
thrived for in their previous accomplishments as individuals. We are a unit of
professionals aligned to make earthos a successful brand, be it authenticity, profitability,
work culture or quality of produce.
Our main focus is to have two units of vegetarian multi cuisine restaurants in 2015 and
2017 respectively.
DMS – Delivery Management System
We are also willing to provide special delivery mechanism catering to the wide
requirement of UAE population with emphasis on Dubai population, who are working
professionals from across the Globe. Currently 1 million personnel come to Dubai for
work. 3.3 million population thrives during the day time and 1.5 million population is
tourist. The split ratio of female vs males is that of 24.23 to 75.77. This also concludes that
the amount of work and dining outside happening across Dubai and the quality/
quantity of food being available at deliveries is far to minimum.(Data : form Khaleej Times,
Dated February 20, 2014)
75.77%
Males
2.2 millions
24.23%
Females
356,515
Temporary
population
including
tourists
1.5 million

9. Market Strategy
earthos, with a professional vision and approach towards standardization of authentic
recipe formation, has sighted this global opportunity. Dubai being the hub of
nationalities, with huge scope of dine outs, be it breakfast, lunch hours and dinner.
Customer is looking for variety of food, be it American, Italian, Chinese, Arabic, Thai,
Indian etc.
We have one stop solution for all. A complete vegetarian, multi cuisine, authentic food
developer, earthos.
Market spec clearly suggest the requirement of this form of restaurant where major
focus is towards healthy life, and global prospective. We will be providing one of the
best themes in its class.
Dubai population of 2.2 million gets pushed by over a million in Day time, with two third
of the population are in the age group of 20 to 39. This is entirely a working population
with different nationalities will be offered with original recipes and authentic taste.
20%
9%
27%
7%
29%
8%
% Split
GCC Arabs Asian African Europians American

10. Market Segmentation
It is clearly evident form the 19th edition of GULFFOOD EXPO 2014, worldwide firms taking
part in event that is to attract 80,000 visitors from 152 nations. This year 4500 companies
from around the Globe are participating, which were 4200 in 2013. This clearly indicates
an upward trend in attracting players in Food industry which is 7% on the high.
With a projected growth of 4.7% in Dubai’s economy, a major upside trend towards
non-oil sector has given Dubai a new hope for attracting job aspirants and major
companies to invest in UAE along with job seekers.
A major spectrum and devotion of economy is towards halal where the current imports
of $25.8 billion are expected to rise to $53.1 billion by 2020. Even UAE is planning to
create Halal cluster in a spread of 6.7 million square feet to attract 15 global companies.
(Data sourced from Gulf News/ Monday 24th February, 2014).
The industry Untapped
Middle East Veg Group (MEVEG), a focus and support group promoting increased
consumption of plant-based foods for better health, sustainability and harmonious living
in the Middle East, hosted the MEVEG Congress in Dubai on December 03, 2013, that
will offer a delicious lifestyle alternative to non-vegetarian food.
“We aim to educate the attendees about the current industry trends in the Middle
East, options they have when it comes to delicious vegan lifestyle. It will be interactive,
with a high dose of fun and lots of food – for thought. We encourage everyone, who
aspires to make the right choices to live a healthy life and how to live sustainably, to
attend the conference,” said Sandhya Prakash, Founder, MEVEG.
Henceforth the congress will focus on health and sustainability, and will aim to educate
and develop skills of individuals, home-makers, chefs, catering companies to make
informed choices for future generations’ sustainability.
Non Veg Industry &
Non Veg. eaters Veg Eaters
Non Veg
Eaters
Non Veg
Eaters
Non Veg Industry &
Non Veg. eaters Veg Eaters

11. Available Market Segment -
Below mentioned is the market segmentation –
UAE National Males, Age Group 25+ and Income segmentation
UAENationals
Males
Income Group (AED)
Five to Ten K Ten to Twenty K Twenty K + Total
Dubai 4631 43962 25652 74245
Sharjah 8627 29144 14925 52696
Abu Dhabi 11208 35777 17863 64848
Ajman 234 7574 0 7808
UMQ 265 1342 0 1607
RAK 9622 11648 2348 23618
Fujairah 16118 11800 0 27918
Al Ain 13135 28729 12160 54024
Total UAE National Males 306764
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
1 2 3 4 5 6 7 8
UAE National Males 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +
63840, 21%
169976, 55%
72948, 24%
UAE - Nationals
Five to Ten K Ten to Twenty K Twenty K +

12. Arab Males, Age Group 25+ and Income segmentationArabs
Males
Income Group (AED)
Five to Ten K Ten to Twenty K Twenty K + Total
Dubai 32525 71860 23354 127739
Sharjah 19833 44753 14520 79106
Abu Dhabi 19755 45051 14954 79760
Ajman 2622 7309 0 9931
UMQ 366 243 0 609
RAK 14644 17291 2884 34819
Fujairah 15043 20268 0 35311
Al Ain 7737 25392 6466 39595
Total UAE Arab Males 406870
0
10000
20000
30000
40000
50000
60000
70000
80000
1 2 3 4 5 6 7 8
Arabs Males 25 + Age , Income in AED
Five to Ten K Ten to Twenty K Twenty K +
112525, 28%
232167, 57%
62178, 15%
Arabs Nationals income Split
Five to Ten K Ten to Twenty K Twenty K +

13. Asian Males, Age Group 25+ and Income segmentation –
Asians
Males
Income Group (AED)
Five to Ten K Ten to Twenty K Twenty K + Total
Dubai 79652 186184 47694 313530
Sharjah 44213 145014 24436 213663
Abu Dhabi 25998 77385 24467 127850
Ajman 11863 26541 4416 42820
UMQ 1700 19654 550 21904
RAK 27063 24793 2015 53871
Fujairah 18152 24486 1431 44069
Al Ain 28610 52438 12113 93161
237251 556495 117122 910868
0
50000
100000
150000
200000
1 2 3 4 5 6 7 8
Asian's Males 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +
237251, 26%
556495, 61%
117122, 13%
Asians Males 25+ - Income Group
Five to Ten K Ten to Twenty K Twenty K +

14. Western Males, Age Group 25+ and Income segmentationWestern
Males
Income Group (AED)
Five to Ten K Ten to Twenty K Twenty K + Total
Dubai 0 28483 25595 54078
Sharjah 0 22420 2180 24600
Abu Dhabi 0 17540 19040 36580
Ajman 0 248 0 248
UMQ 0 193 0 193
RAK 0 7582 0 7582
Fujairah 0 8530 0 8530
Al Ain 0 12855 12628 25483
0
5000
10000
15000
20000
25000
30000
1 2 3 4 5 6 7 8
Western Males 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +
0, 0%
97851, 62%
59443, 38%
Western Male's Age 25+ - Income Group
Five to Ten K Ten to Twenty K Twenty K +

15. UAE Nationals Females, 25+ and Income segmentationUAENationals
Females
Income Group (AED)
Five to Ten K Ten to Twenty K Twenty K + Total
Dubai 9359 23840 8958 42157
Sharjah 10079 17952 7292 35323
Abu Dhabi 10576 25265 10168 46009
Ajman 292 1447 0 1739
UMQ 221 1794 0 2015
RAK 4024 1360 29 5413
Fujairah 3823 5662 20 9505
Al Ain 12931 17710 2215 32856
51305 95030 28682 175017
0
5000
10000
15000
20000
25000
30000
1 2 3 4 5 6 7 8
UAE Nationals, Females 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +
51305, 29%
95030, 54%
28682, 17%
UAE National Females 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +

16. Arab Females, 25+ and Income segmentationArabs
Females
Income Group (AED)
Five to Ten K Ten to Twenty K Twenty K + Total
Dubai 59724 24373 39883 123980
Sharjah 50040 15275 24002 89317
Abu Dhabi 65177 25586 33389 124152
Ajman 2664 521 2581 5766
UMQ 2855 39 142 3036
RAK 7670 661 2621 10952
Fujairah 14496 6173 9111 29780
Al Ain 46545 25337 27562 99444
249171 97965 139291 486427
0
10000
20000
30000
40000
50000
60000
70000
1 2 3 4 5 6 7 8
Arabs, Females 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +
249171, 51%
97965, 20%
139291, 29%
Arab's Females 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +

17. Asian Females, 25+ and Income segmentationAsians
Females
Income Group (AED)
Five to Ten K Ten to Twenty K Twenty K + Total
Dubai 20717 33901 105383 160001
Sharjah 12984 20492 75919 109395
Abu Dhabi 21748 28381 105529 155658
Ajman 443 2194 4731 7368
UMQ 33 121 2581 2735
RAK 562 2228 9309 12099
Fujairah 5247 7744 25313 38304
Al Ain 21536 23428 84527 129491
83270 118489 413292 615051
0
20000
40000
60000
80000
100000
120000
1 2 3 4 5 6 7 8
Asian's Females 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +
83270, 14%
118489, 19%
413292, 67%
Asians - Females 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +

18. Western Females, 25+ and Income segmentationWestern
Females
Income Group(AED)
Five to Ten K Ten to Twenty K Twenty K + Total
Dubai 0 18500 14831 33331
Sharjah 0 20273 1493 21766
Abu Dhabi 0 16831 3846 20677
Ajman 0 308 0 308
UMQ 0 556 0 556
RAK 0 66 0 66
Fujairah 0 3626 0 3626
Al Ain 0 9291 7426 16717
0 69451 27596 97047
0
5000
10000
15000
20000
25000
1 2 3 4 5 6 7 8
Western Females 25+, Income in AED
Five to Ten K Ten to Twenty K Twenty K +
0, 0%
69451, 72%
27596, 28%
Western Females -25+, Income AED
Five to Ten K Ten to Twenty K Twenty K +

19. Market Growth
Positive growth aspect both in housing and commercial property along with new
avenues in Job front has resulted huge scope for Food Industry. Rising demand and
economic development, Dubai has helped the local food trade to strike a healthy
balance between imports and exports and re –exports in addition to target new export
markets.
Dubai total foreign trade in food product during the first nine months of 2013 rose to
Dh46 billion for the same period of 2012, with imports increasing to Dh31 billion to Dh 32
billion. While exports and re-exports also rose from Dh12 billion to Dh 14 billion between
the corresponding periods, the value of Exports saw 114% rise. ( Data: Gulf News Feb 23, 2014)
Market Trends
Market trends also shows a very positive response on stock values from NOV 2013 to Feb
20 comparative rise is 45% DMF and 30% is that of AED. ( Data: Khaleej Times 20th FEB2014)
East is the beast, the west is among the rest. The only way is up, the gulf nations
rank among the most open in the world trade, with exports and import of goods
and services equivalent to 110% of GDP.Free Trade policies has also resulted in
huge investment opportunities. ( Data : Gulf News, 23rd FEB, 2014)
Market Needs
Authentic ingredients and recipes is one of the major requirement in UAE, with market
segmentation clearly showing upward in economic the people wants value for what
they pay along with quality quotient.
Demand for healthy food is gaining pace, with nutrition related health issues are
gaining.
Shift in protein rich food from carbohydrates have also resulted in substitution of food
other than meat which earthos is offering with authentic taste and original recipes for
the locals and tourists. earthos is willing to cater 200+ nationalities with a segmented
approach of reaching out and providing delicious vegetarian food.

20. Strategy
earthos as a unit has the main strategy to tap 200+ nationalities with a segment line of
cuisine offering, keeping healthy lifestyle as its main focus with originality and
authenticity being benchmarked.
Our ideation is to provide a theme based creation along with natural flavors of original,
authentic food for middle and upper Stata of UAE.
We will be bench marked our offering, with top of the line promotions.
Categorization and segmentation of offerings with spec to region and demographics
catering all with multiple advancements in taste preferences.
Serving as value for money keeping authenticity and taste intactness and quality of
food offering.
Highway on plates – To have top of the line delivery mechanism.
Most advance system of order taking with lively feel attachment to the offerings.

21. Promotion Strategy
earthos, will be looking at a very professional and segmented approach towards
promotional strategy build up.
 Teaser add campaigns during the creation of earthos theme’s and before
launch on radio, newspapers (One liners).
 Launch will cover one of the major celebs be it chef, film celebs, or one
personnel from the royal’s blood regime.
 Six month marketing and Value addition plan to the entire theme with covering
all aspects of media, social media and radio.
 Aggressively, promoting earthos as complete vegetarian authentic cuisine and
targeting it to selected groups of middle income and higher strata i.e. through
mailers, corporate tie –ups.
 Branding on top of the line promotion sights and executive line of vehicles to
promote it as an esteemed brand.

22. Positioning statement
earthos, will be positioned as a brand with vegetarianism as one of its pillars along with
strong believer of taste and authenticity of recipe is the key ingredient, offering multi
cuisine offering targeting middle and higher income level group.
Pricing Strategy
Our pricing strategy will focus on providing high quality, healthy food that is quick and
has an authentic flair. Because of this, we expect to be able to charge premium for our
products than other individual restaurants catering to a singular taste.