Detailed Project Report

Mask Cafeteria
@ Midhilapuri Colony
By Nimmakayala Sri Sai Govind

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 Confidentiality Agreement

The undersigned reader acknowledges that the information provided by mask cafeteria in this business
plan is confidential; therefore, reader agrees not to disclose it without the express written permission of
Mask Cafeteria.

It is acknowledged by reader that information to be furnished in this business plan is in all respects
confidential in nature, other than information which is in the public domain through other means and that
any disclosure or use of same by reader may cause serious harm or damage to Mask Cafeteria.

Upon request, this document is to be immediately returned to mask cafeteria.

___________________
Signature

___________________
Name (typed or printed)

___________________
Date

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 This is a business plan. It does not imply an offering of securities.

TABLE OF CONTENTS

Content page no:

1. Executive summary ………………………………………………………………………………………………….. 3

2. About the cafeteria …………………………………………………………………………………………………. 4
 The design
 Future plans
 The Menu
 Food varieties
 Target market
3. Mask cafeteria ideology …………………………………………………………………………………………… 6
 Mission vision and guiding principles
4. Market analysis ………………………………………………………………………………………….………………7
 SWOT analysis
5. Business goals and objectives ………………………………………………………………………………….. 8
 Business goals
 Service objectives
 Marketing objectives
6. Marketing Strategy and implementation ……………………………………………………..………….. 9
 Implementation
 Sales strategy
 Service strategy
 Long term strategy
 Media / promotion strategy
 Keys to success
7. Financial report ………………………………………………………………………………………………………. 11
8. Conclusion ……………………………………………………………………………………………………………... 14

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 EXECUTIVE SUMMARY

Mask Cafeteria (MC), is a standard and licensed cafeteria business that will be located in between one of the
fast developing business areas in midhilapuri colony, madhuravada. We have successfully secured a standard
cafeteria facility that is big enough to fit into the design of the kind of cafeteria that we intend launching.
This business plan is prepared to obtain financing in the amount of 10 lakhs, to begin work on site
preparation and modifications, purchase equipment, and to cover expenses in the first year of operations.
We are seeking financing from our local Development Fund.

Our cafeteria & recreation centre – “ Mask Cafeteria (MC)” will provide a friendly, comfortable atmosphere
where the customer can receive quality food, service and entertainment at a reasonable price. Our cafe will
offer a variety of choices to the customers. Coffee and tea of all sorts will be offered. Juice, soda, and non-
alcoholic beverages also will be available. We will offer specialty selections including a lighter options and
smaller portions for a children’s menu too. It’s a place for family and friends to enjoy, play, eat good food
and relax in the garden environment.

The mask cafeteria believes in its unique delivery of service as its policy is “Customer is king”. We know that
our customers are the reason why we are in business which is why we will go the extra mile to get them
satisfied when they visit our super market and also to become our loyal customers and ambassadors.

We are aware that there are several large and small chains of restaurants and café outlets all around
madhurawada, which is why we spent time and resources to conduct a thorough feasibility studies and
market survey so we can be well – prepared to offer much more than our competitors will be offering.
We will make available self – service options for our customers, and also various payments of options.

The interior design of our cafe will focus on projecting a relaxed atmosphere. Our cafe will be divided into
different areas. Some will have tables and chairs, another will have large antique stuffed couches and chairs,
end tables, coffee tables, book shelves filled with books and magazines, tiffany style lamps and braided rugs.
A professional audio (PA) system will be installed so that the music and entertainment can be heard
throughout. A large selection of table games will be provided. Its traditional as well as western outlook gives
you the feeling as if you are the member of its family. Though we are new but the love and taste in our foods
will be in abundant.

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 ABOUT OUR CAFETERIA
The design

The “Mask” cafeteria is registered under the sole proprietorship of – Nimmakayala Sri Sai Govind. The
cafeteria is located in the fast developing residential area of Midilapuri Colony. The address of the cafeteria
is – HIG-653, Opposite Aditya Fortune Towers, Midhilaqpuri Colony, Madhurawada, Visakhapatnam.

Our cafe operating hours : daily morning 11:00 am to 9pm

venues: 3 small venues ( indoor non/ac, garden sofa , rooftop setup )
No. of employees: 6 ( 1 manager, 2 chef , 2 helpers, 1 cleaner )

Mask is determined to become a daily necessity for nearby hangout place, a place to dream of as you try to
escape the daily stresses of life and just a comfortable place to meet your friends or to read a book, all in
one.

Mask’s marketing strategy is to cater to the young and "young at heart" with top quality products, great
service, and plenty of seating indoors and out. We aim to be the destination place to meet with friends,
relax, and enjoy a great cup of coffee. Ultra-fast wifi will enable students and business people to readily
communicate and work on school or business activities.

Our café area will be divided into different areas. An advantage to having different areas is that customers
can partake in different activities without bothering anyone (i.e., political discussions will not interfere with
the music, or the music will not interfere with those playing board games or reading).

The emphasis will be on providing a comfortable environment for the customer where they will want to
linger and return many times.

Future plans:

Although the business is launching out with just one outlet in Midhilappuri Colony, but there is a plan to
open chains of cafes all across the nearby towns in Visakhapatnam district in the nearest future.

After carefully tracking the performance of our current cafeteria store through an expandable and highly
detailed point-of-sale system, we will use this as a “blueprint” for expansion. For example, daily sales are
tracked and analyzed by item, time period and cost of goods. Labor requirements are matched to projected
in-store sales based upon past performance for maximum efficiency. Even after paying higher than average
wages, we expect to allocate no more than 25% to labor costs.

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The Menu

We will provide the following cuisine:

1) Fruit salads, snacks

2) Deserts, muffins, pastries, rolls,
3) Juices, coffee, mock tails and cool drinks
4) Quality Breads & baked cookies
5) Exclusive North Indian Specialty + Some dishes of Chinese and South Indian, Italian, Thai Food,
Mexican food, Sea food, Continental.

Food varieties

We target all age group of customers. Our culture is to satisfy each and every customers with our all variants
in food. Specially…

• Japan : Sushi, Bento

• United States : Pizza
• Middle East Asia : Kebab
• United Kingdom : Fish and Chips
• Indian food(northern style & southern style)
• Nepal : daal bhaat
• Taiwan : chicken noodle soup
• Italy : Pasta
• Thailand : Tom yum goong

Target Market

Along with great food & drinks, we want to give nice experience and memories to our customers. With
making our cafe more tourist friendly, lively and happening place. We believe we can attract more
customers and earn good name in our locality.

Our cafe intends to cater to a wide customer base. We want everyone to feel welcome and entertained. We
have defined the following groups as target segments that contribute to our growth projections:

 Youths and Teenagers

 tourists
 Families , couples
 Especially students and

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  business people

Mask Cafeteria Ideology

Our Mission
The mission will be to exceed the customers’ expectations in every sense by providing ambiance for every
sensory perception. The atmosphere and food will please the customers hearing, taste, smell, touch and
sight, and provide an exciting creative environment. The employees will be trained with exceptional
customer service and will be empowered to make decisions based on the business philosophies.

 To ensure that each customer receives prompt, friendly and courteous service.
 To provide nutritional and fresh, well prepared meal using only quality ingredients.
 The high quality of attitude, fairness, understanding and generosity between management, staff,
customers.
 To be a cafe that will be an inspiring one, combining an authentic atmosphere with excellent and
delicious food.
 To provide all who work with us the tools to be their best in a friendly, cooperative, and rewarding
environment.
 Employee welfare, participation and training are equally important to our success.

Our Vision
We vision to build a healthier community by giving people the opportunities to spend some quality time with
their family and friends. Play some games, eat quality food and have a relaxing evening at our place.

To be a vehicle of consciousness in the market by creating a cafe which inspires, promotes and supports
well-being for all its customers and the community.

We envision a world where youth are active leaders, striving to open doors for women employment and
concerned to provide fresh, local, healthy and affordable food to everyone.

Guiding Principles

1. Being Mindful of our Customers and our Staff

 Coinciding with our family values, we will treat both our customers and staff in a manner in
which we ourselves would want to be treated (or better!)
2. Gratitude
 “An attitude of gratitude” shown to our customers, employees and vendors – because
without their input, service, labor and time, our business would not be here without them!
3. Our Service
 Provide the warm and friendly service expected from a family-style restaurant creating an
informal, comfortable environment which will make the customers satisfied and want to
return again and again.

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 Market Analysis

SWOT analysis

Today in India the trend of specialty restaurants is increasing day by day. Having our café at developing
location has many added advantages. Our café market analysis is based on a preconceived idea; also we will
take the help of secondary data Available.

Strengths Weaknesses

 Clean & Tidy dining experience  Our cafe is new

 Reasonable Prices  High capital investment
 Service Style  New to the market
 Unique Product  Existence of experienced competitors
 Ethnic food  Lack of brand image
 Easily accessible business location  Recruiting and retaining quality
 Open kitchen employees
 experienced  Tight margins will allow little wiggle
 Free WIFI room for error
 Tables and sofa in garden  slow recovery process of the economy
 Washing and toilet facility. from the current crisis
 changes in the business environment
that might reduce our sales

Opportunities Threats

 We have adequate knowledge about  High competition

renowned café/restaurant services
 Fast growing population.
 Wide range of target market
 We are bringing experienced
qualified tem with us into the board.
 Though no competitors offering the
fun and relaxing atmosphere that
our organization plans to establish.
 Consumers that believe that meals at
home are healthier than those prepared
in restaurants.
 Taxation policy may change in future
( changes in GST )
 Government regulations
 Natural calamities

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 Business goals and objectives

Mask’s Competitive edges will be:

• An extraordinary contemporary cafeteria design

• Indian classic menu with featured menu, and western delights
• Chef/Management Stock Incentive Program
• Inner and Outer Sector Marketing campaign ( “come and enjoy at our place” promotions)
• Employee Training, Incentive and Retention program.
• Health insurance coverage to employees
• Promoting the concept of ‘Living healthy’ in all possible ways.

Mask’s Business goals:

 Serve at least 120 customers a day.

 improve tourism by Making the place lively and bringing in more customers,
 Focus on constant and never ending improvement.
 Create a challenging and rewarding work environment that provides our employees with an
Opportunity for personal growth as well as career advancement.
 Emphasis on an innovative approach to business.
 Be open to change. Constantly reexamine the situation. Put measurable qualifications to our
growth and productivity.
 We wish to achieve is to break even and begin to make profit within the next 3 years.

Service objectives

 Provide our customers with the freshest, organically grown fruits and vegetables. Offer foods and
drinks without artificial colors, flavors, or additives.
 Create safe and healthy environment.
 Control cost and monitor waste.
 Improve our position in local market and strengthen our brand.
 Train staff to be efficient and effective in servicing customers.
 Add items to the menu that appeal to all ages.
 Provide high quality catering service.

Marketing objectives

To create goodwill of the cafeteria through

 Consistent quality
 Efficient dealing

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  Customer satisfaction and build a repeat customer base.
 Friendly Interaction with customers
 Improvement against feedback

Marketing Strategy and implementation

We realize the success of TMC will have to be achieved by doing more that serving great food, play area and
providing friendly service. We will utilize a marketing plan to build customer traffic. At TMC we will
continually strive to win more customers by being proactive rather than reactive in our marketing efforts
and stay current with popular industry trends.

We will achieve these goals by using the following:

Implementation

• We will focus on establishing a strong identity in our community with a grand opening.
• We will create an appealing and entertaining environment with unbeatable quality at an exceptional
price.
• Customers will enjoy the quaint surroundings inside with the wood tables and checkered table
cloths.
• Our Cafeteria will provide a relaxed atmosphere and when customers walk in they will be greeted by
warm smiles and greeted just as they were arriving home.
• Our customers will enjoy our standard menu fare, along with seasonal menus so that we can better
take advantage of cost savings and stay current with some of the food industry trends.
• Our Cafeteria will provide job opportunities both for the entry level applicant as well as for the part-
time worker searching for flexibly in job hours.

Sales strategy

• We will encourage our employees to grow our customer base and provide incentives and regular
bonuses to employees for referrals and repeat customers.
• It is also anticipated that as we grow our business, we will hire a sales manager to facilitate this
portion of the business.
• Consumer demand for meals and snacks prepared at restaurants is expected to rise due to
increasing population and restaurants like us will feel the need to improve the health perceptions of
our foods. We also may look to add variety flavors in existing items for customers.

Service strategy

TMC focuses on providing a hand crafted Indian and western food, prepared to order.
 We provide the higher grade vegetable, meat, poultry and fish.
 Our dishes are prepared by culinary and skilled cooks.
 No dish leaves the kitchen without skilled professional preparation and presentation.

To Speed up the customers service

 At least two employees will be servicing the clients

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  One employee will be preparing the customer’s Order
 The other will be taking care the sales transaction

Long term strategy

Our sales strategy requires consistently high quality food service, speed and atmosphere. We can
accomplish this by:

• Hiring employees who genuinely enjoy their jobs.

• Continually assessing the quality of all aspects from quality in food to service and employee
behavior.
• Interacting with our customers personally, so they know that their feedback goes directly to owners
• Evaluating food choices for popularity

Media / Promotion Strategy

• Flyers
• Billboard advertisement.
• Local newspapers
• Advertisement in local newspaper.
• Advertorial on local cable channel.
• Sponsoring events.
• Banners and small posters in the sectors.
• Discount to the regular customers
• Inviting local celebrities
• Arranging parties
• Gifts on the birthday of regular customers

Keys to Success

Our success is assured as we follow below in our routine:

 Hire top notch chefs and offer training to keep the chef on top of his/her game, and pay top wages
to ensure they stay with us.
 Every customer who comes in once should want to return, and recommend us. Word–of–mouth
marketing is a powerful ally.
 The menu will target to varied peoples, reasonably priced to establish credibility, but not so high as
to limit customers.
 unique, innovative & contemporary
 Product quality and service
 Location and playful environment
 Repeat business

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  Tourism.
 employee retention focus
 Cost control focus.

Financial plan

Our cafeteria’s financial model is based on a business concept to “plan for the worst, but manage for the
best.”

Our start-up costs are mostly expensed equipment, furniture, painting, reconstruction, start-up labour, and
legal and consulting costs associated with opening our restaurant.

Application of funds in amount (Rs):

Fixed Startup Costs

Particulars Amount in Rs.
Furnishing Cost 2,30,000/-
Building lease advance 1,00,000/-
Kitchen Equipments 5,00,000/-
Legal Expenses 50,000/-
Miscellaneous 1,20,000/-
Total Cost 10,00,000/-

Fixed Operating Costs

Particulars Amount in
Rs./Month
Utility Expenses 15,000/-
Raw Materials 60,000/-
Salaries 75,000/-
Advertisements 4,000/-
Insurance 6,000/-
Other Expenses 20,000/-
Total Cost 1,80,000/-

Revenue collection:
o We hope that we will serve more than 100 people per day and assuming that lunch and dinner
average cost to be Rs. 80/- per person.

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 o So average daily sale is Rs. 8,000/- and average monthly sale is Rs.2,40,000/-
o Average monthly revenue from Party bookings/ small events to be Rs. 30,000/-
o Total monthly average revenue is Rs. 2,70,000/-
o Total monthly income is Rs /-
o Net Profit per month is Rs. /- per month.

Financial Forecasts

Profit and loss forecasts: Rs. In Lakhs

Particulars Year 1 Year 2 Year 3

Revenue
Sales
Other income

Total Turnover (A):

Operating Costs
Salaries
Food material expenses
Electricity Charges
Deprecation
Insurance
Interest expenses
Legal and accounting
Telephone & Internet
Maintenance
Miscellaneous expenses

Total Expenses (B):

Earnings before Taxes (A-B):

Taxes (D):

Retained earnings

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Balance Sheet forecasts: Rs. In Lakhs

Particulars Year 1 Year 2 Year 3

Current assets
Cash & Bank Balances
Accounts receivable
Inventory
Total current assets
Fixed assets
fixed assets (Net)
Current liabilities
Accounts payable
Deferred revenue
Short term debt
Total current liabilities
Long term liabilities
Long term loans
Total capital
Totals
Total assets
Total liabilities and capital

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 Conclusion

Market Summary

 Vizag is emerging as one of the important and favorite tourist destinations in India.
 The tourists who are visiting vizag are willing to pay enough for good food.
 The per capita income of people in our country is increasing gradually which is an indicator of
increasing spending power.
 People of vizag are mostly educated who like to spend more for quality product.
 A cafeteria with tropical garden atmosphere, with birds and pets around and play area will
attract both local and tourists in all seasons.

Personnel plan

• Providing ambience and amenities is what almost all cafeteria’s do. But many fail in
maintaining them. If done with personal care? I believe it will be a healthy business and will
always welcome the tourists to our cafeteria.
• I believe the personnel plan is good proportion to the size of our cafeteria and projected
revenues.
• I will focus on design, serving style and also bring in new menus and make our customers
experience different tastes of the world, all year round.
• There will be the differentiation in the salaries of full-time employees and part time
employees.
• There will be award like “best waiter of the week” to boost the employees performance.
• Proper allowances will be provided to increase the job satisfaction level.

Conclusion

This business will be a great progress and great success, because the place where we are building our
cafeteria will be equipped with world class amenities, where different flavors and varieties of food are
served by best trained employees.

Our cost is very less and profit will be very good after deduction of expenses, as shown in the report.

We have a unique cafeteria design and business model when compared to competitors; hence we believe
we could make a good name of our business inside the market, and we will do our best to make this place as
one of the iconic hangout cafes in Visakhapatnam.

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A place which attracts all types and ages of people will automatically increase the happiness levels of
Vizagites, and thus also attracts and increases tourism.

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