Business Plan

Company Name

Anondo Catering

Type of organization: Catering and Ballroom

Rental Business
Type of Business: Partnership

Executive Summary
Anondo Catering is a local catering company serving both
business and private clients in Dhaka city. The business will be
operated as a catering kitchen and specialized in full-service
catering and event planning for upscale events in the region. The
business event management, event staff, a variety of cuisine for
breakfasts, lunches, dinners, and appetizers, alcoholic and nonalcoholic beverage service, floral design, space design and decor,
musicians and DJs, event equipment and furniture rentals, and
other event services.

Mission Statement
Anondo Catering offers top-class event experiences
with flawless execution to business and private
clients in Dhaka city. With Anondo Catering running
your event, the food will be delicious, the service will
be excellent and the guests will be wowed.

The Team
Anondo Catering will be founded by Sayed,Shahadat
& Toufiq. Built from the ground up by these partners

and me owns 40%,Shahadat owns 30% & Toufiq

owns 30%. 10% of shares will be given to angel
investors who purchase 1o lakhs in convertible debt
to help to finance the expansion of Anondo Catering.
Shahadat works as financial adviser in these kind of
business for 3 years. He did his BBA with major in
Finance.
Toufiq perform as market research for job these kind
plot for 4 years. He did his BBA with major in
Marketing

Market Summary
The catering industry serves private, corporate, and nonprofit events with food, drinks, event management and other
services. Events are generally held by clients in order to
celebrate, communicate, or both.
Celebration: Parties and banquets as part of key events in
life (birthdays, weddings, bar and bat mitzvahs,
engagements, bridal and baby showers, retirement parties,
etc.) or for a business (holiday or end-of-year parties,
retirements, honoree galas, etc.)

 Communication: Events to communicate a message for the

benefit of attendees or the press (product launches, press
events, trade shows, conferences, presentations, lectures,
fundraisers) or to stimulate discussion (corporate meetings,
summits, etc.)

Market Segmentation
The corporate market is defined as businesses which hold at
least one off-site event each year.
The private market includes households with a combined
household income of over 6,80,000 tk per year.
The non-profit market is defined as non-profit organizations
which hold at least one off-site event each year.

Products and Services

Anondo Catering currently offers the following products and
services:
Event management
Coat-check, door check, and restroom attendants

 A variety of cuisine for breakfasts, lunches, dinners, and

appetizers
Wait service
Through subcontractors, Sumptuous Cuisine Catering offers:
Floral design
Space design and decor
Musicians and DJs
Event equipment and furniture rentals
Cakes
Through referrals, Sumptuous Cuisine Catering offers:
Lighting
Audio-visual rentals and support
Event security
Valet service
Future plans include the following additions with the opening of
The Sumptuous Ballroom:
Ballroom rentals for half-day or full-day timespans
Space rental with a per-head full-service catering fee or as a
fee separate from catering and beverage
Facility management service

Business Concept

The operation of a gastronomy business that offers a range

of classical and new food products is the core of this startup. A strong focus of this business will be placed on the
development and marketing of innovative products. As an
add-on, the shop will sell the entire range of goods from the
restaurant segment over-the-counter, which will help utilize
store and employee capacity. The range of products is
selected to provide solid growth potentials.

The operation of this business requires a good knowledge of

the restaurant industry, as well as a competitive service
concept to increase customer satisfaction. However, it is
critical that this service is offered with a strong focus on cost
management

Competitive Edge
Anondo Catering will create a competitive edge in Dhaka city
by becoming a true "one-stop-shop" for all-inclusive events
with the purchase of their new Ballroom. Clients will not have
to work with multiple vendors, but can work directly with
their assigned Sumptuous Cuisine Catering account
executive for all of their event planning and vendor
coordination needs.
Currently, competitors in Dhaka city area do not offer the
same combination of upscale catering, track record,
flexibility of cuisine, and a beautiful venue which Sumptuous
Cuisine Catering will be able to offer.

Marketing Strategy
Anondo Catering will focus its marketing for their new
ballroom on the corporate and private upscale event

markets. The business will use the following media and

tactics to reach this audience:
Advertise in magazines, a local luxury-focused magazine
with half-page color ads showing a photo of the new space.
Develop a website & promote the website through search
engine optimization and search engine marketing around
event and rental keywords for the local area.
Email campaign of an e-brochure announcing the new space
to all past and current clients.
Promote the space at local summer business fair.

Sales Strategy

 This sales strategy will continue with the opening of our new
ballroom. Rentals at the ballroom will be promoted by all
staff when they work with clients. An additional sales person
will field inquiries made directly about the ballroom rentals
to handle the additional volume of work required to increase
the utilization of this space. Salespeople will be added for
The Sumptuous ballroom over the first three years of its
operations as business grows. These salespeople will have
the same training and knowledge of all of Anondo Catering's
services, but will work only with clients interested in events
at the ballroom.

Objectives
Offering wholesome, fairly priced, ethnically diverse food
options.
Creating an attractive and diverse menu.
Providing excellent customer services.
Developing a catering service that supports skill
development of the catering staff and meets the needs.

Financial Plan
A sound financial plan is the key factor for the success of a
business start-up. Investors and banks will base their funding
decision on the information given in this plan.
The funds needed include:
20 lakhs for purchase of the Ballroom.
4 lakhs for improvements.

 8 lakhs for equipment for the ballroom.

3 lakhs for marketing devoted to the Ballroom acquisition.
Sources for the funds include:
30 lakhs mortgage
1o lakhs in convertible debt from investors for an equity
stake of 10% in Sumptuous Cuisine Catering (diluting the
current ownership equally) and 10% interest paid over three
years. Likely investors include family and angel investors
interested in lower risk than in a start-up firm, along with
some guaranteed returns.
10 lakhs in cash reserves of Anondo Catering.
Cash flow surpluses in the later half of 2012 to make up the
remainder
The business will return to stronger profits and gross margins
after
the
acquisition.

List requirements for the following

resources:
Personnel
Technology
Finances
Distribution
Promotion
Products

 Services

Risks Analysis
Insufficient demand: This is the most frequent reason that
leads to business failure. This includes permanently low
demand as well as a temporary collapse in demand.
Behavior of Competition: Due to low entry barriers,
additional businesses can enter the market at low cost.
Personnel and capacity utilization: Often personnel capacity
cannot be adjusted easily when demand slows down.
Liquidity constraints: Another frequent reasons for
bankruptcy is insufficient liquidity. In that case, it is possible
that all liquid funds are used to cover losses or that liquidity
needs were planned too tight.
Liquidity constraints: Another frequent reasons for
bankruptcy is in sufficient liquidity. In that case, it is possible
that all liquid funds are used to cover losses or that liquidity
needs were planned too tight.
Over-indebtedness: Many business are run on a small equity
base. The majority of investments are funded by debt.
Macroeconomic Conditions: In a cyclical downturn, revenue
expectations may not come in according to expectation.

Location: The business location is an important success factor

and one of the fundamental decisions that has an impact on
the future prosperity of the firm. Therefore, a careful analysis
with detailed data is indispensable.

Key Issues
For a successful operation of a catering company five factors
are critical and central for the business strategy:
In the catering industry it is important that the customer
experiences friendly and competent service. This will secure
customer loyalty in a market that is very competitive.
The utilization of personnel capacity is critical for the longterm profitability because of changing margins and the
constraints to flexibly reduce personnel.
A carefully selected assortment of food and beverages, as
well as the selected choice of specialties, provides the
potential to gain a competitive edge against competitors
A critical factor in the services industry is quality
management. Better quality at lower cost increases
customer satisfaction. Deficiencies in service quality can
lower demand, while good service quality can help create
customer loyalty.
Cost management is a critical success factor for businesses
in industries where margins are low. Computer aided
planning is an integral part of cost management

Conclusion
The restaurant segment is one of the most profitable within
the catering service industry, while almost any other

segment in the market currently lives through a difficult

time. This situation is mostly driven by the competition of
larger chains. A business that successfully survives the
current temporary slow down can be certain of increased
profitability once the situation rebounds.