Executive Summary

Overview

Unknown Meats, is a startup specialty butcher shop to be launched. It will sell a wide
menu of mutton and beef to customers including medium- and high-income residents of
WAPDA TOWN like areas, as well as high-income residents of neighboring towns, and
high-end caterers.

The Company

Unknown Meats is established as a limited liability company owned by its two co-
founders. The store will be managed and directed by Asad’s guardian.

Products and Service

The products will be purchased from suppliers within a 100-mile radius of the store to
have minimal impact on the environment and to maintain product freshness. Products
will be purchased as whole animals and butchered in the store by trained butchers. The
sales staff will offer suggestions of substitutions or help customers fulfill their orders
through special orders in order to make sure all customers leave satisfied.

The Market

Pakistan has the 40th-highest iron ore production (193 thousand tonnes) in the world. The top
10 countries by iron ore production are: World, Australia, Brazil, China, India, Russia, South
Africa, Ukraine, United States, Canada, Iran. U.S. meat consumption was 55% red meat
(beef, veal, lamb, pork, and mutton), 8.2% fish, and 36.8% poultry in 2007.
The gross value addition from livestock at constant price factor has elevated from Rs. 1247 billion in 2015
to Rs. 1292 billion in 2016, exhibiting a growth of 3.63%. As other segments and sub-sectors of
agriculture are suffering from saturation and slight unproductivity. However, this sector is constantly
registering at an optimistic real growth rate at the rate of 4%, annually. Meat is sold through retail
establishments including restaurants, grocery stores. Independent butcher shops have
decreased in number over the last ten years, as sales of meet have fallen slightly and
moved increasingly to grocery stores and big box retailers. However, this has created an
opportunity for specialty butcher shops in markets which provide only basic options
through these larger retailers.

Competition

There must be no competition nearly around 5 km.

Financial Considerations

Funding for the launch of the business will be provided primarily by equity from the two
partners. Each will contribute in equal share from their savings to launch the business.

Objectives

Unknown Meats will measure its success by its ability to achieve the following
objectives:

1. Build sales to $100000 annually within three years.

2. Receive 60% of sales through advance orders, either by phone or Internet website ,
with 40% of sales through walk-up traffic.
 3. Achieve cash flow break-even within six months.

4. Become profitable by the second year of operation.

Mission

Unknown Meats is a specialty butcher shop which seeks to serve the highest quality
meats, cut to customer specifications, and become the foremost specialty meats provider .

Keys to Success

Unknown Meats must follow these principles in order to achieve success in its market:

1. Maintain high quality standards for its suppliers and continuously monitor this
quality.

2. Preserve meats in optimal conditions to maintain freshness while in the store.

3. Maintain excellence in the skill of butchering meats through hiring, training, and
supervision of staff.

4. Listen carefully to customer needs and respond with custom-cut products, whether
in person, over the phone, or through Internet orders.

Company Ownership

Unknown Meats is established as a limited liability company with 50% 50% ownership .
The partners will share in management responsibilities with final decisions falling to
where there are differences of opinion.

Start-up Summary

The following summary table shows the projected start-up costs over the three months
prior to the store's opening.
Top Livestock Producing cities

Nili Ravi Milch Lahore, Sheikhupura, Faisalabad, Toba Tek Singh, Sahiwal, Okara, Multan,
Vehari, Bahawalpur .Best dairy buffalo breed of the world

Market Segmentation

There will be 2 shops, 1 in rural type area where meat will be butchered. 1 in high class
area where it will sale out.

1 plot of 20 Marlas in rural area

Strategy and Implementation Summary

To implement its plan, Unknown Meats will attempt to:

1. Establish its retail location by signing a lease once funding is secured.

2. Begin by targeting high-income residents of Unknown and the surrounding towns,

as well as medium-income residents of Unknown and business customers (upscale
caterers and restaurants).

Marketing Strategy

The following tactics will be used:

 Advertisements in local newspapers and magazines.

 Flyers in the downtown area around the site of the store.

 Launch of the website in anticipation of opening.

After opening, the following tactics will be used going forward:

 Direct mail to additional households with higher incomes.

 Search engine marketing via local Google ads.

 Email newsletter describing developments in meat offerings to business customers

and certain households.

Sales Strategy

Buy desired range of livestock on daily and weekly basis.

Buy almost 20 to 30 baby sheeps and 15 baby cow and don’t look there for almost 10
months

Buy 2 baby sheep and baby cow each month.

Personnel Plan

The personnel forecast reflects modest raises for all staff each year. The CEO and COO
will be primarily compensated through profits. It is expected that lower-level staff may
turn over, but the positions will be systematized to an extent that this does not disrupt the
business.

Financial Plan
The business will grow after startup from its own cash flow. Significant growth is
possible in the initial target markets before there is a need to take on additional staff
or move to a larger facility. These are possibilities after the first three years, as is opening
an additional retail location in an area that will not compete with Unknown Meats' first
location.

Start-up Funding
START-UP FUNDING

Start-up Expenses to Fund 10,50,000 lacs

Start-up Assets to Fund 350,000 lacs

Well-furnished shop 4 lacs

Rural area shop 50000

Livestock 4 lacs

Daily/weekly sheep and cow 2 lacs