The Secret Recipe Business Plan Marketing Essay

Secret Recipe, Dubai, UAE will be a franchise of providing company called Secret Recipe owned by ALAMERI Group. The concern is in nutrient services industry and has successfully established its trade name name in Malaysia, Singapore, Indonesia, Thailand, China, Philippines, Pakistan, Brunei, and Australia by virtuousness of its all right quality bars, merger nutrient and typical service.

The intent for this concern program is to supply a written usher for pull offing the franchise of Secret Recipe, Dubai, UAE and seek funding from relevant establishment and investors by supplying elaborate support concern program. This franchise of secret formula will be owned by Taleb AlAmeri and will be chiefly involved in the proviso of assortment fresh nutrient merchandises such as cheese, cocoa and fresh, pick bars, wellness bars and Brownies.

The concern mission statement is to be solution oriented innovatively and the vision is to be one of the taking telecommunication companies in Africa. The aim of the company is to supply occupation chances young persons, generate income for proprietors and to give 10 % of the gross back to the community.

The basicss of this concern success remainder with the capacity to present value to the client at competitory monetary values ( Ajami, Cool & A ; Goddard, 2006 ) .With the background cognition of stiff competition in the nutrient industry within Dubai, this franchise aims at pulling and retaining its client through the proviso of all right quality nutrient merchandises and typical service. In add-on to the above, the basicss of this concern will encapsulate best presentation of ethical pattern within both the internal and external environment. This is because of the background cognition of the rigorous steps and statute laws that govern the nutrient industry.

The nutrient industry is expected to turn in the close and advanced attacks to nutrient service and bringing will specify success within this industry. Changing consumer demographics and progressively complicated clients are forcing nutrient service concerns to the drawing boards ( Toyne & A ; Nigh, 1999 ) . The success of this franchise will depend on the capacity to make a powerful market niche that can non be broken.

General Company Description

What makes the concern really alone is the realisation that concerns and consumers are progressively demanding more prima border in service and merchandise bringing in the most efficient, clip salvaging and dependable manner ( Hill, 2008 ) .

The Secret Recipe situated at Dubai Mall, UAE a franchise of Secret Recipes will be chiefly involved in the proviso of all right quality bars and merger nutrient. This will embrace the proviso of more than 20 types of merger nutrient, 40 bar creative activities and pastries, with a flavourful scope of ice pick and drinks.

Mission statement: To supply universe category nutrient services to the client.

Vision: To go a prima supplier in all right quality bars and merger nutrient.

The company will offer value add-on services innovatively utilizing the bing engineering for dependability and efficiency. With a powerful web site to be developed, the clients will be able to try and buy their preferable pick of quality all right bars and merger nutrients online. The web site will be used to publicize and sell the merchandises and services offered by the company.

Company Goals and Aims

Goals

To hold the franchise runing precisely three months after having equal support.

Obtain $ 200,000 of capital by 31st December 2010 to staff and launch the concern towards accomplishing its long term ends.

To achieve the declared twelvemonth end of enrolling employees by the beginning of the twelvemonth 2011.

Aims

Achieve excellent degrees of high ethical criterions within the nutrient industry.

Have a healthy, successful company that is a leader in client service and that has a loyal client followers.

Achieve a gross revenues mark of $ 20,000 within the first three months of the operation.

Business Doctrine: The most of import facet of this concern is to supply value to the client through typical service and in a mode that guarantees their return.

The more than 20 types of merger nutrient, 40 bar creative activities and pastries, with a flavourful scope of ice pick and drinks will be sold to all clients of different backgrounds in United Arabs Emirates. However, I envisage to pull the larger majority of my client base from the occupants of Dubai City. Because of the increasing advanced selling attacks, the selling scheme will endeavor to make clients of diverse backgrounds and will so be narrowed down to touch on the specific market niche.

Food industry is a growing industry that has leaped from one stage to the other and is expected to enter enormous growing in the hereafter. Changes that will originate in the hereafter will chiefly be in respect to altering demographics and the complexness in the demands of the client. This will besides include alterations in engineering that will specify the operations and client service bringing ( Singh & A ; Delios, 2005 ) . My company will remain in tandem with the alterations in the nutrient industry and at gait with technological promotion to harvest the most out of the benefits presented by these two growing scenarios.

My greatest strength and competence that will besides be my competitory advantage is the matchless experience in the nutrient industry and concatenation direction. As the proprietor of this franchise, I plan to set in an aggressive and advanced selling run within this industry that will instantly smoke away competition and heighten my entry and strong regional presence in Dubai.

I strongly believe my rivals ‘ strength will be based on cryings of operation that have made them get a deeper sense of apprehension of the client. In fact, after an intensive research on the rivals ‘ strengths and failings, the company realized that the rivals ‘ strengths are based on the experience, location, advertizement, employee, engineering, fiscal, political connexion and good will.

I plan to plow in my huge experience in direction within the nutrient industry to his concern and guarantee its endurance. In add-on to the above, my capacity to raise capital that will cover of import concern start-up countries will supply me a competitory advantage against my rivals who has fighting with declining assurance in little and average sized enterprisers by Bankss. Furthermore, I expect to harvest from the attempts of the chief company in respects to trade name and image edifice.

This will be a exclusive proprietary type of concern. This is because I believe the inability to raise equal capital forms the ground behind expansion and partnerships. Capital is non a job in my instance. Furthermore, exclusive proprietary offers the best and simplest environment in respect to determination devising ( Cherunilam, 2004 ) . I plan to put to death my determinations and dispatch my responsibilities within this concern without any resistance and suppression.

Merchandises and Servicess

This will be an wholly nutrient concern that will merely cover with the merchandises of the female parent company. I will sell the more than 20 types of merger nutrient, 40 bar creative activities and pastries, with a flavourful scope of ice pick and drinks offered in allA Secret RecipeA mercantile establishments.

After an intensive research on the rivals ‘ strengths and failings, the company realized that the rivals ‘ strengths are based on the experience, location, advertizement, employee, engineering, fiscal, political connexion and good will. These will organize the countries that will specify my competitory disadvantages.

As a new franchise, I plan to acquire into the market at a somewhat reduced gross revenues fee in comparing to my rivals. This will organize the introductory offer of the concern that is aimed at pulling the client to the concern.

Selling Plan

My selling ailment go around around the demand to accommodate my trade names to run into local and regional civilization because of the apprehension that branding act as a agency of associating points that are portion of merchandise line and emphasizes the individualism of merchandise points. This accent can merely be achieved in cases where merchandises points fit into the local or regional civilization of the mark market. This is a nutrient industry and hence I expect really small struggle with the civilization of the people in Dubai.

In add-on to the above, the adapting of these trade names to suit into the local and regional civilization of the mark market is a competitory advantage that is normally used by viing houses engaged in the sale of similar or utility merchandises. In kernel, this means that a house that outperforms the others in the primary end of performance-profitability-has competitory advantage. A mention back to the branding generic theoretical account of houses can be made, where the inquiry of whether houses are branding schemes is cost driven or value added arises. Value added competitory advantage arises in cases where viing houses attach strong awareness to the apprehension of local or regional civilization before establishing their merchandise lines. Companies win in branding schemes that their challenger because their merchandises are positioned to capitalise on their alone features of a local or regional group and which, in one or more facets, their challengers find difficult to emulate. This competitory advantage gives it a footing for surpassing rivals because of the value that houses are able to show to the client. These will specify my selling program.

Management and Organization

As I have stated, the twenty-four hours to twenty-four hours direction of the concern will be my primary responsibility with the support of other persons that will organize portion of employees in the company. The process of running the concern will be done deputation as per the concatenation of current holla

DIRECTORS CEO ‘s

SENIOR MANAGER

FINANCE MANAGER

Assistant Agents

Watchman

HUMAN RESOURSE MANAGER

The directors and the staff are really of import for the company as they are the agencies through which ends are realized, responsibilities are carried out and they provide the links between the organisation and the clients.

5.2 Management squad

The initial direction squad consists of the laminitiss who will be working jointly as stockholders. The laminitiss of the company portion a vision for the success of Secret Recipe Franchise situated in Dubai, UAE. Their responsibility will affect twenty-four hours to twenty-four hours running of the concern which involves finance, logistics and human resource.

In future the company will hold a general director, finance director and human resource director who must hold a grade or sheepskin with the relevant class from a recognized University or College.

5.3 Other forces

Apart from the direction squad, the company is holding three ( 3 ) supervisors at the caput office and one ( 1 ) helper supervisor in every section. The company is be aftering to use watchers, office courier and more adjunct agents as we will be spread outing. These forces have and will hold minimal making of “ O ” degree instruction and diverse cognition in the nutrient industry.

5.4 Recruitment

The direction squad has been able to enroll other forces through networking and develop them within the already bing mercantile establishments before they are posted to the new mercantile establishments. The concern will besides see advertisement through postings, internal memo, friends and relations, cyberspace, electronic media like wireless and printed media like newspapers.

The enlisting procedure will affect short-listing of the appliers, interviewing of the shortlisted appliers, choice of the successful appliers and eventually publishing the appointment missive. We will besides enroll through verification of the housemans and the voluntaries.

5.5 Orientation, preparation and development of staff

Secret Recipe Franchise Company will transport out orientation, preparation and development of staff through initiation, on the occupation preparation, contract preparation, refresher classs, internship and rating after preparation.

The company is looking frontward to go keepers of a really delicate yet built-in good: client trust, therefore the company will keep refresher classs to guarantee all our staffs are decently aligned when it comes to personal unity.

5.6 Remuneration/incentives

5.6.1 Salaries/wages

The company will offer to the forces a really competitory BASIC wage harmonizing to the making, experience, place and expertness. The wage will besides be based on what the rivals offer and the company ‘s returns. There will be a committee for the gross revenues forces and prompt payment for rewards.

5.6.2 Fringe benefits

Incentive is besides another factor that the company has put at the top of precedences. Incentives will enable, actuate or promote a peculiar class of action which in bend will lend to the company success. We will offer allowances in footings of overtime, leave, millage, adversity and many more as they may originate. There will be fillips including awards in footings of value for money and certifications.

Presently the company provides tea, soft drink and has installed a telecasting system. The concern will shortly ship on taking our staff to the trips, have insurance screen for them and remit parts on their behalf to their several insurance companies.

5.7 Support services

The company will necessitate the undermentioned support services ; fiscal adviser, legal adviser, banking system, security support services, substructure and insurance services.

9. FINANCIAL Plan

The company has at its disposal a sum sum of $ 20,000 as a fiscal beginning from managers ‘ personal nest eggs. We are hence looking for support from other investors and Bankss. The concern finance will be used to for the installations, equipments, stuffs, hard currency for operating disbursals and wages, fees and other costs.

9.1 Capitalization

9.1.1 Own part

Capitalization based on the stockholders parts is $ 20,000.

9.1.2 Proposed financess from borrowing beginnings

For the concern to run as proposed, the start-up cost must be met. The company is hence proposing financess from borrowing beginnings of $ 20, 000

9.1.3 Entire investing

Entire investing is the amount of ain part and the proposed financess from borrowing beginnings which is $ 40,000.

The undermentioned subdivisions lay out the inside informations of the fiscal program for rapid, but controlled growing for the following one twelvemonth. The simple construction to be adopted by the company will supply a great trade of flexibleness ensuing in few coordination jobs hence speedy reaction to alterations in the market.

7.3 Cash flow projection for the twelvemonth 2011

Jan

Feb

Mar

April

May

June

July

August

Sep

Oct

Nov

Dec

Entire

Cash IN

Cash carried

Forward

300

1,866.67

1,733.34

1,800.01

1,851.68

1,903.35

2,005.02

2,056.69

2,088.36

2,180.03

2,216.7

2,303.37

22,305.22

Loan

2,000

0

0

0

0

0

0

0

0

0

0

0

2,000

Cash from Gross saless

200

600

800

850

850

900

900

900

1,000

1,000

1,050

1,100

10,150

Cash OUT

Salary

350

450

450

510

510

510

510

510

550

550

550

550

6,000

Rent

40

40

40

45

45

45

45

45

45

50

50

50

540

Office Runing

Costss

50

50

50

50

50

50

50

70

70

70

70

70

700

LOAN PAYMENT

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

1,120

Drawings

100

100

100

100

100

100

150

150

150

200

200

200

1,650

CASH BALANCE

1,566.67

-133.33

66.67

51.67

51.67

101.67

51.67

31.67

91.67

36.67

86.67

136.67

2,140.04

CUMULATIVE

1,866.67

1,733.34

1,800.01

1,851.68

1,903.35

2,005.02

2,056.69

2,088.36

2,180.03

2,216.7

2,303.37

2,440.04

Note: All values are in $ ( 00 )

7.3 Cash flow projection for the twelvemonth 2011

Jan

Feb

Mar

April

May

June

July

August

Sep

Oct

Nov

Dec

Entire

Cash IN

Cash carried

Forward

2,440.04

2,487.79

2,535.54

2,583.29

2,631.04

2,678.79

2,726.54

2,774.29

2,822.04

2,869.79

2,917.54

2,965.29

32,431.98

Loan

0

0

0

0

0

0

0

0

0

0

0

0

0

Cash from Gross saless

1,099.58

1,099.58

1,099.58

1,099.58

1,099.58

1,099.58

1,099.58

1,099.58

1,099.58

1,099.58

1,099.58

1,099.58

13,195

Cash OUT

Salary

650

650

650

650

650

650

650

650

650

650

650

650

7,800

Rent

58.5

58.5

58.5

58.5

58.5

58.5

58.5

58.5

58.5

58.5

58.5

58.5

702

Office Runing

Costss

58.33

58.33

58.33

58.33

58.33

58.33

58.33

58.33

58.33

58.33

58.33

58.33

700

LOAN PAYMENT

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

93.33

1,120

Drawings

200

200

200

200

200

200

200

200

200

200

200

200

2,400

CASH BALANCE

39.42

39.42

39.42

39.42

39.42

39.42

39.42

39.42

39.42

39.42

39.42

39.42

473.04

CUMULATIVE

2,487.79

2,535.54

2,583.29

2,631.04

2,678.79

2,726.54

2,774.29

2,822.04

2,869.79

2,917.54

2,965.29

3,013.04

Note: All values are in $ ( 00 )

7.3 Cash flow projection for the twelvemonth 2012

Jan

Feb

Mar

April

May

June

July

August

Sep

Oct

Nov

Dec

Entire

Cash IN

Cash carried

Forward

3,013.04

3,196.49

3,379.94

3,563.39

3,746.84

3,930.29

4,113.74

4,297.19

4,480.64

4,664.09

4,847.54

5,030.99

48,264.18

Loan

0

0

0

0

0

0

0

0

0

0

0

0

0

Cash from Gross saless

1,429.5

1,429.5

1,429.5

1,429.5

1,429.5

1,429.5

1,429.5

1,429.5

1,429.5

1,429.5

1,429.5

1,429.5

17,153.5

Cash OUT

Salary

845

845

845

845

845

845

845

845

845

845

845

845

10,140

Rent

76.05

76.05

76.05

76.05

76.05

76.05

76.05

76.05

76.05

76.05

76.05

76.05

912.6

Office Runing

Costss

75

75

75

75

75

75

75

75

75

75

75

75

900

LOAN PAYMENT

0

0

0

0

0

0

0

0

0

0

0

0

0

Drawings

250

250

250

250

250

250

250

250

250

250

250

250

3,000

CASH BALANCE

183.45

183.45

183.45

183.45

183.45

183.45

183.45

183.45

183.45

183.45

183.45

183.45

2,201.4

CUMULATIVE

3,196.49

3,379.94

3,563.39

3,746.84

3,930.29

4,113.74

4,297.19

4,480.64

4,664.09

4,664.09

5,030.99

5,214.44

Note: All values are in $ ( 00 )

9.6 break-even degrees

Cheese Cakes

Chocolate and Fresh

Cream Cakes

Health Cakes

Brownies

Gross

6,342,000

1,080,000

1,000,000

1,008,000

720,000

Selling Price ( SP ) /unit

32

56

32,250

70

80

Unit of measurements

198,188

19,286

31

14,400

9,000

Variable cost/unit

aˆ¦aˆ¦aˆ¦aˆ¦..

54

28,375

aˆ¦aˆ¦aˆ¦aˆ¦

15

Variable cost

aˆ¦aˆ¦aˆ¦aˆ¦..

1,041,444

879,625

aˆ¦aˆ¦aˆ¦aˆ¦

135,000

Contribution

6,342,000

38,556

120,375

1,008,000

585,000

Leaden Average Contribution ( WAC ) = entire contribution/total gross ( Johnson & A ; Turner, 2003 ) .

= $ 80,939.31/ $ 101,500

= 0.8

Break Even-Point ( BEP ) = Fixed cost/WAC

= 90,500 Unit of measurements

9.7 Measurement of profitableness

9.7.1 Operating net income border

Operating net income border = ( runing profit/Revenue ) x100

First twelvemonth:

Operating net income border = ( 1,400/101,500 ) x 100

= 1.38 %

Second twelvemonth:

Operating net income border = ( 4,730/131,950 ) x 100

= 3.58 %

Third twelvemonth:

Operating net income border = ( 22,009/171,530 ) x 100

= 12.83 %

9.7.2 Current Ratio

Current Ratio = Current assets/Current liabilities

Projected Current Ratio by the terminal December 31, 2011 = 21,000/11,200

= 1.875

9.7.3 Return On Investment ( ROI )

Tax return On Investment ( ROI ) = Net Profit/Investment

Tax return On Investment ( ROI ) for the complete December 31, 2010 = 1400/23,000

= 0.06

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