Executive Summary

“A well-run restaurant is like a winning baseball team. It makes the most of every crew
member's talent and takes advantage of every split-second opportunity to speed up service. “
This is what we have tried to leverage through our business plan “Oceania”. “Oceania” is a
restaurant for fun-seeking as well as sophisticated diners looking for good food in a fascinating
atmosphere; where they are given a chance to experience the wonderful underwater and jungle
themed restaurants which they had missed out so far. Today it is seen that with most of the
people are interested to spend their leisure time going out to different places which gives them
new look and experience. After a feasibility study of cross section of people, in Karnataka, Tamil
Nadu, Andhra Pradesh, Bangalore and Chennai in the age group between 20 to 50 years, the
most preferred menus have been selected for start – up phase of the restaurant. The menus
offered would be:

 On the Water's services are all delivered in their extraordinary atmosphere which includes a
comprehensive art and culture collection from US and India.

 The menu contains traditional favorites such as

 Other menu items are kebobs, chutneys, flat breads and desserts. Everything is fresh,
homemade, and prepared daily.

 And addition to the menu other services including the wine and beverages and sprits The
differentiating factor of “Oceania” would be it’s extensively for young adults, keeping in mind
the fact that their experience is different from that of others because of which they may not feel
existed with other restaurants. Though “Oceania” had been called a restaurant, it would be more
than a just restaurant, it would be a single stop solution for younger and adult generations where
they acquire new experience and also engage in hobbies for leading a more fulfilling and
enriching life. There would be well attractive space birthday parties celebrations, and other
occasions and many more of such events to keep people engaged. The positioning of the
restaurant would be a not a restaurant but an amazing place, where one spends one’s time
constructively, experiencing new things. The industry when analyzed using Porter’s Five Force
model, showed that it is quite attractive, as there is no player in the market at present which
provides a similar offering. “Oceania” faces indirect competition from players like local
restaurant players and pubs Initially the restaurant would start at one location Bangalore – which
would be acting as separate profit centers and managing their operations independently. The
menus offered would remain same throughout and regional preference would be taken into
consideration for the traditional menu. The menus are priced differently for weekdays, weekend.
The revenue generation would be based on certain charges for each item. “Oceania” would be
breaking even in the third year of operations. An initial startup capital of Rs. 4 cores would be
required for starting the 2 units. The growth plans are to expand based on the movement and
demand of the market.

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“Oceania” is a novel idea and the major reason for its success would be its innovative serving
model. The impression and experience that the people would enjoy with “Oceania” would lead
it forward in the future and this would be a major platform for them to enjoy their passion and
lead a more happy life. There is need for this offering in the market and we are passionate about
this idea, so “Oceania” is a means to match the need with our passion.

Background Information

Concept

We have experience it ourselves more need for new restaurants when we spoke to our friends
and relatives about the themed restaurants and their leisure time hobbies. This inspired us to
come up with an arrangement that would make them happy at fascinating atmosphere and keep
them engaged in our absence, thus leading to origin of “Oceania” The concept of “Oceania”
originates from the fact that, in this age of advanced technology and unorganized restaurants, a
majority of our younger’s and adults feels left behind and looking for something new fascinating
atmosphere restaurants. Also, people need something to make them feel new every time to
themselves with and at present there is no such offering in the market. “Oceania” aims to
become that the place for the youngsters where they can enjoy their passion. “Oceania” is
different because of the exclusivity for elderly people and the variety of items offered under a
single roof. “Oceania” would be a restaurant meant especially for younger people where menu
contains traditional favorites, other menu items are kebobs, chutneys, flat breads and desserts.
Everything is fresh, homemade, and prepared daily. In addition to the menu other services
including the wine, beverages, and sprits. Though “Oceania” has been called a restaurant, it

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would be more than a just restaurant, it would be a single stop solution for younger and adult
generations where they acquire new experience and also engage in hobbies for leading a more
fulfilling and enriching life. There would be well attractive space birthday parties celebrations,
and other occasions and many more of such events to keep people engaged. The positioning of
the restaurant would be a not a restaurant but an amazing place, where one spends one’s time
constructively, experiencing new things.

The excepted sample view of Under Water Restaurant

Drivers

60% of the population of India is between 20 to 50 years. These people spend their leisure time
by hanging around restaurants, pubs and shopping centers. At the same time, they are mostly
bored going to the same places every time. For these people it becomes even more difficult
spending their time as they do not like to see the same places every time. Few of the major
driving factors that lead to the conceptualization of “Oceania” are as follow:

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 Increasingly demand for restaurants in our day to day life.

 Younger generations are looking for something new to have fun.

 No well organized and wonderful themed restaurants in the market

Due to the above mentioned factors it could be concluded that youngsters need to engage
themselves in for fun and joy to lead a happier life and hence “Oceania” is the solution.

Business Proposition

Services Offered :

One thing that is always consistent with on restaurant is their impeccable service. All server staff
hired has extensive experience and all go through three weeks of training, ensuring benchmarked
customer service. On the Water's services are all delivered in their extraordinary atmosphere
which includes a comprehensive art and culture collection from US and India. This provides an
authentic surrounding that at times seems to distract everyone as they analyze the wealth of
artifacts on display. The menu contains traditional favorites. These favorites are differentiated
through the use of the freshest organic ingredients. Most people are not aware of how much
better the items taste when they are prepared with the freshest ingredients and made with love.
Other menu items are kebobs, chutneys, flat breads and desserts. Everything is fresh, homemade,
and prepared daily. The menus are of daily (Weekdays), weekends basis. The medium for
serving would be both in US and increase India traditions. It can be assumed that most adults
would not be comfortable with only nontraditional food as the medium of serving and therefore
traditional food would be a more preferred medium. This would primarily the market coverage
and also helps in scalability.

Customer Profile

On the restaurant will be targeting locals and tourists who are active restaurant seekers. There
will be a special focus on young adults with 15K - 60K of income looking for good food and a
great time. In addition to the young adults with money to spend, On the Water will also be
targeting adults and tourists. The general demographics are males and females ages 20-50 with
some or all of a college education.

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Historically, if there is a dip in the general economy, the restaurant industry is usually effected
far less that the overall economy. To some degree this is because of people's perception that
food, regardless whether it is from the grocery or restaurants is a fundamental necessity of life
and spend accordingly.

The excepted sample view of Jungle Restaurant

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Pricing Strategy

The price for each of the item mentioned are enlisted below. All the figures shown below are
monthly charges and are in Indian rupees.

Positioning

The restaurants will be positioned as merely a service provider but as a way of fun and joy. The
tagline of “Experience the reality……” would be used to create reality and new experience to
customers. It is like a new world to youngsters or adults. The unique selling propositions of the
offering are as follow:

 A underwater restaurant with affordable price menu (Underwater Restaurant)

 Experience the jungle atmosphere in the city (Jungle Restaurant)

 Feel as a king from the extraordinary services

 All food items under single roof

Promotion of the Service:

The initial response towards the project is greatly dependent on the marketing strategies adopted.

Branding:

 To build a brand image for itself, the restaurant has chosen the brand elements like the logo,
the tagline that goes well with its value proposition.

 The advertisements should focus on new world, reality, fun and joy in restaurants, with the
target audience.

Communication strategy:

The communication objective is to initially develop awareness about the USP in the market as
this is a new concept and then concentrate on influencing the customers to experience the reality.
Three elements have been considered as part of the marketing communication mix.

Marketing channels:

Various marketing channels have been considered like newspapers, TV channels and radio. Tie –
ups with five stars hotels and big corporate institutions to get the corporate look.

External customers:
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Those customers who experienced the reality would definitely spread the experience about the
reality and services provided at “Oceania”. It is believed that word of mouth would reach create
more loyalty and publicity than any other branding. Word of mouth would be the main form of
our communication to the potential customers.

Infrastructure Requirements for Execution:

In the initial stage the plan is to start two restaurants in Bangalore – The major infrastructure
requirement for starting the venture is the space for setting up the restaurant. Apart from the
space requirements, other requirements include furniture, High quality glass, and cooking
furniture as well. The premises would be taken either on rental or lease and all other
requirements would be purchased. Approximately an area of 1lakh square feet is being
considered for underwater restaurant and approximately an area of 70000 to 80000 square feet is
being considered for Jungle restaurant. Internet connections would also be required for which
connections will be subscribed to and monthly charges would be paid. The approximate details
of quantities required have been specified in the financials section.

Organization Structure:

The business model is based on the idea of each of these two units would acts as separate profit
centers and manage their operations independently. The menu would remain same but the item
charges would differ for each restaurant. Each unit shall have a Manager who will manage the
day to day operations of the units and would be reporting on thrice a week basis to us. The unit
will have As the demand grows, the number of employees will increase according to manage the
workload. Thus the organization chart, which is quite flat structure initially, is shown.

Industry and Market Analysis:

The concept of “Oceania” originates from the fact that, in this age of advanced technology and
unorganized restaurants, a majority of our younger’s and adults feels left behind and looking for
something new fascinating atmosphere restaurants. Also, people need something to make them
feel new every time to themselves with and at present there is no such offering in the market.
“Oceania” aims to become that the place for the youngsters where they can enjoy their passion.
Few of the major driving factors that lead to the conceptualization of “Oceania” are as follow:

 Increasingly demand for restaurants in our day to day life.

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 Younger generations are looking for something new to have fun.

 No well organized and wonderful themed restaurants in the market Due to the above
mentioned factors it could be concluded that youngsters need to engage themselves in for fun
and joy to lead a happier life and hence “Oceania” is the solution.

Players in the market:

“Oceania” faces numerous challenges from number of restaurants, star hotels and other
independent services. The major competitors would be big value chain restaurants like Ohris
Restaurants, Khairali restaurants, Hyderabad House, independent services likes KFC, Mc
Donald’s, Pizza Hunt, Dominos, local players and other star hotels like Taj residency, Leela
Palace, Holiday Inn, Oberoi etc. All these competitors positioned themselves as a place to have
food which is called restaurant. And none of these food chains are in themed based. But
“Oceania” will definitely enjoy the competitive advantage in positioning itself saying
“Experience the reality……” which would prove the reality and new experience to customers
under water and jungle themed restaurants. It would be more than a just restaurant, it would be a
single stop solution for younger and adult generations where they acquire new experience and
also engage in hobbies for leading a more fulfilling and enriching life. There would be well
attractive space birthday parties celebrations, and other occasions and many more of such events
to keep people engaged. The positioning of the restaurant would be a not a restaurant but an
amazing place, where one spends one’s time constructively, experiencing new things.

Aspirations of the Oceania

Vision & Mission:

On The restaurant is a business that envelopes fine dining of unique Mediterranean taste and an
excellent bar and grill atmosphere. The mission is not only to have great tasting food, but have
efficient and friendly service. Our dining environment is not only welcoming and sophisticated;
it is unique in design, with walls on almost all sides that are constantly wet with running water
and a lush jungle ceiling that will hang from above. We concentrate on customer satisfaction and
quality food that is always fresh and specially selected. We will not judge a customer on class or
dress. We want the On The Water grill to be place people can enjoy a good meal and meet new
friends at our tropical Mediterranean Honey bar located inside the restaurant.

Background of Entrepreneurs:

The team comprises of two budding entrepreneurs who are currently working as software Engg.,
In a M Formation Pvt. Ltd and other is Perusing MBA (Finance, Marketing) from MIT, Pune.

Company Summary

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“Oceania” creates and serves a wild atmosphere for dining and eloquent Mediterranean feasts
for people who love the restaurant and bar scene, as well as a good time spent out on the town.
Its customers are creative, fun seeking, and sophisticated diners who wish to be best served by
the restaurant they choose.

Company Ownership

“Oceania” is a partnership business owned by three of us. The business employs the manager,
Support Staff and Employees.

Financial Plan

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The following topics and tables outline our financial plan. We plan to turn a significant profit,
but we will structure the business so as to maintain a healthy cash flow.

Important Assumptions

The financial plan depends upon important assumptions, most of which are shown in the
following table. The key underlying assumptions are:

 We assume a slow-growth economy, without major recession.

 We assume that there are no unforeseen changes in the expectancy in the popularity of our
restaurant.

 We assume access to investments and financing are sufficient to maintain and fulfill our
financial plan as shown in the tables.

Start-up Summary

Our start-up expenses come to Rs. 4 Cores which is mostly expensed equipment, rent, and legal
and consulting costs associated with opening our restaurants. We also require 60 lakhs of start-up
assets, which includes 50 lakhs cash and 10 lakhs of long-term assets. The start-up costs are to be
financed some by direct owner investment, as well as with the help of a major investor.

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Strategy and Implementation Summary

The following sections outline the strategy and implementation summary for “Oceania”.

Sales Strategy

The important elements of the sales forecast are shown in the following table. The sales of food,
drinks take a while to grow but will grow in second year.

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Management Summary

Our management philosophy is based on responsibility and mutual respect. People who work at
“Oceania” want to work there because we have an environment that encourages creativity and
achievement. The team includes a maximum of eight to twelve employees, under a
president/manager of one.

Personnel Plan

The personnel plan reflects what we would like to keep as a steady positioning throughout the
years. Our total headcount will increase from 54 to 66 come year3 because that's the beginning
of our "good" season. However, we plan to keep the head count at 60 because of the space and
dynamics of the restaurant. It appears we don't need more than 66 employees to run the business
until the fourth and fifth year, if and when we are successful enough to expand. Detailed monthly
projections are included in the appendix.

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3 (Three) years Profit and Loss Statement

The figures relating to the associated costs are for 2 units and have been estimated for 3 years.
The investments (in Rs) on a yearly basis for one unit:

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Break Even Analysis:

Particulars Amount Amount Amount

15,25000
1 Sales Realisation (A) 11,000000 0 23,900000

2 Variable Costs

Other Expenses 300,000 200,000 200,000

Total (B) 300,000 300,000 300,000

3 Fixed Cost

Wages And Salaries 3396000 3396000 3396000

Repairs And Maintainance

Depreciation

Rent,Insurance 700,000 700,000 700,000

Administrative Expenses

Interest On Term Loan 200,000 200,000 200,000

Total (C ) 4296000 4296000 4296000

4 Contribution (A-B) 10700000 14900000 23600000

5 Profit Volume Ratio

6 Break Even Point in terms of Volumes of Production

7 Break Even Point (in terms of Rupees)

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Conclusion

We consider that the idea is different from the other offerings in the market because no other
restaurants of this kind exist in the market. So “Oceania” will definitely enjoy the competitive
advantage from the day one itself and also can be excepted to perform competitively in future.

Bibliography
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• www.google.com

• www.wikipedia.com

• www.yahoo.com

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