Executive Summary

Darbar-e-S
Sindh, is a partnership firm, controlled by four partners. It is basically

planning to introduce and initiate a new dish (Sindh Jo Pallo) which is indeed highly demanded
amongst fish lovers, but less supplied. For this basic reason, some rational and critical
explanations are mentioned in this report, either to invest in dish or not. In-addition the report put
forwards various qualitative and quantitative aspects of the project that assist the financers to
thoroughly analyze the profitability and viability of the project. The repayment plan has been
made quite attractive and flexible to gain attraction and attention of loan lender.

There are number of fish restaurants, but none of them serves fresh, lively, tasty and of-
course hygienic. Keeping this particular view Darbar-e-S
Sindh, has taken a step ahead to

introduce Sindh Jo Pallo, which is going to be prepared on the basis of freshness, liveliness,
tastiness and indeed would be hygiene. Sindh Jo Pallo, is one of the dish amongst all fish lovers
which is very famous and popular in Pakistan. It’s one of the desi items and considered as part of
Sindhi culture. Darbar-e-S
Sindh, itself represents Sindhi culture and that’s why we feel proud to

introduce Sindh Jo Pallo in Sindhi culture based restaurant.

Sea food, itself is considered as one of the category of expensive food items. But, Sindh Jo

Pallo is prepared on the basis of 100% quality, that’s why the item cost will be charged according

to that and Darbar-e-S

Sindh, assures that the cost which is charged is charged on the basis of its

quality which it serves, and that’s why from mid to upper level class can enjoy Darbar-e-

Sindh’s taste in-front of sea view in a cool and refreshing, pleasant environment and of-course

luxurious one.

Feasibility Report - Sindh Jo Pallo 1|Page

 Purpose of the report:

We group members intend to open a restaurant as partners of the business. We will be

investing from our own pockets and the restaurant will base on SINDHI tradition. It will target

from mid to upper level of the society, national & international tourists. The restaurant will not

compromise on quality in any sector. From a clean environment to serving, we intend to ensure

100% quality with freshness, liveliness, tastiness and of-course hygiene.

Product:

Though we will also serve many famous Sindhi dishes. However our Unique Selling Proposition

(USP) is none other than the most famous Sindhi recipe “Sindh Jo Pallo.” This dish is one of the

most liked dishes in Pakistan especially in Sindh region. However there is no restaurant in

Karachi that offers this particular type of fish, which is indeed fresh and immensely delicious.

Location:

This restaurant will be located at Sea-view, Clifton.

Area: 2750 sq. feet

Rent/month: PKR 60,000/=

Security Deposit: PKR 500,000/=

Advantages: Due to sea-view, the restaurant would get an attention and attraction; there are

parks which will also give attention to the public; all young generation mostly visit sea-view; this

restaurant also promotes tourism for the city, as all national & international tourists will always

Feasibility Report - Sindh Jo Pallo 2|Page

be invited to the restaurant to engage with Sindhi culture and tradition, in-addition to it,

residence of Defence and Clifton, who are mostly elite class can easily come as its most nearest

to them; no issues of security; parking will be easily available. Most importantly, it will attract

different classes of people belonging to different religions, castes, cultures and will tend to invite

them to know about the richness of Sindhi culture.

Disadvantage: Citizens, who live at another corner of the city, would very rarely attend the

restaurant.

Size of Market:

This restaurant targets mass people whole belongs to mid and high level income. It heartily

invites every region, religion, caste and culture, because one of the objectives is to let people

know that what Sindhi culture is all about. In-addition to it, all domestic and international

tourists will always be targeted.

Strategy:

Restaurant’s strategy is based on differentiation; we not only focus on Sindhi’s, but our focus is

toward everyone, who can afford it.

Sustainable Competitive Advantage:

We are the first one to provide this kind of fish which can be caught by the customer from

aquarium on the spot and then given to our kitchen dept. for cooking process. It tells that we are

the only one in Karachi, who offers fresh, lively, tasty, hygienic and absolutely delicious ‘Sindh

Jo Pallo.’ Thus, we don’t, and wouldn’t have such competitors initially.

Feasibility Report - Sindh Jo Pallo 3|Page

SWOT Analysis:

Strength:

• Sea-view is an easily approachable area and mostly everyone visits, therefore it could

give attention to public.

• 100% quality and fresh food.

• Efficient and effective service.

• Dishes will indeed be dressed in Sindhi mode, which would attract customers.

• Elite class atmosphere would attract customers.

Weakness:

• Some customers would have a perception that we offer only specialized Sindhi dishes.

• New restaurant would face some internal management problem regarding new staff for

the adjustment initially.

• Citizens, who live at another corner of the city, would very rarely attend the restaurant.

Opportunity:

• According to time, we will introduce new dishes in Sindh Jo Pallo, such as Jamshori Jo

Pallo Cutlet, Hyderabad Ji Pallo Karahi, Quetta Ka Trout and etc.

• We will expand the restaurant and open at different place in city and outside city.

Threat:

• Competition can get intense on our USP dish.

• Due to terrorism activities, public would fear going out to any restaurant.
Feasibility Report - Sindh Jo Pallo 4|Page
 Marketing Plan

Sindh Jo Pallo: It’s a dish which is considered as one of the traditional item which has a great

importance in the Sindhi Culture. Indeed this dish is very popular amongst fish lovers and highly

demanded. It’s indeed yummier when Sindh Jo Pallo is fresh, lively, tasty and hygienic which

Darbar-e-S
Sindh will provide.

Sindh would follow for Sindh

Following are some marketing strategies, which Darbar-e-S

Jo Pallo;

Pricing Strategy: Pricing of Sindh Jo Pallo, will be slightly high as compared to local

restaurants (in Sindh). Slightly high price is subjected to maximum quality of the meal as

well as the service.

Promotion Strategy: For promotion of Sindh Jo Pallo, we will be putting some flyers,

brochures on the table and we will also hang them in restaurant. We will also send

pamphlets and leaflets to residents throughout the city to our target market. In-addition

for advertising of new dish we will use billboards also.

Feasibility Report - Sindh Jo Pallo 5|Page

 Human Resource Plan

For maintaining the quality and standard of the restaurant, we will be recruiting employees on

merit basis and we will hire those employees that match Darbar-e-S
Sindh’s standard.

For hiring of employees, we will advertise in newspaper, and then candidates who apply will be

short listed after an interview.

Employees will also be monitored and training will be provided, accordingly.

Organizational Structure

We will be hiring the following staff personnel for our restaurant:

Three chefs, Intermediate pass, must have enough knowledge, skills, experience and ability to

cook fish with a different and unique taste, as per restaurants requirement.

Seven waiters, Matriculate, should have ability and experience to serve and communicate

well with customers.

2 Sweeper and 2 Dishwasher, Matriculate, should have the ability of cleaning and

sweeping.

One supervisor, B.com qualified atleast, who will be managing all waiters and customers.

Should have 1 year experience.

One cashier, B.com qualified atleast, should have 1 year experience.

Feasibility Report - Sindh Jo Pallo 6|Page

Organizational Chart:

OWNER

Cashier

Supervisor

2 Sweepers, 2
3 Chefs 7 Waiters Dishwashers 1 Security Guard

Employee Salaries & Benefits:

Salaries Qty Rate 2009 2010 2011

Chefs 3 7,000 21,000 23,100 25,410
Supervisor 1 6,000 6,000 6,600 7,260
Waiters 7 5,000 35,000 38,500 42,350
Cashier 1 5,000 5,000 5,500 6,050
Dish Washer 2 3,000 6,000 6,600 7,260
Security Guard 1 4,000 4,000 4,400 4,840
Sweeper/Cleaner 2 3,000 6,000 6,600 7,260

Monthly Total 83,000 91,300 100,430

Yearly Total 996,000 1,095,600 1,205,160
Employee Benefits 5% 49,800 54,780 60,258
Total Salaries & Benefits 1,045,800 1,150,380 1,265,418

Feasibility Report - Sindh Jo Pallo 7|Page

 Production Plan

Ingredients and Its Cost:

For cooking of Sindh Jo Pallo, we need some ingredients which are mentioned as follow with their
costs;

Items Cost (Rs.) on kg.

Fish (Pallah) Rs. 400/kg
Oil Rs. 20 (for a kg)
Flour Rs. 6 (for a kg)
Spices Rs. 30 (for a kg)
Vegetables Rs. 40 (for a kg)
Salt Rs. 0.10 (for a kg)
Masala to eat with Pallah Rs. 40 (for a kg)
Water Re. 1 (for a kg)
Wastage Rs. 2 (for a kg)

Total cost price of Sindh Jo Pallo, is Rs. 539.10/= (as per 2009) excluding Labor & O.H cost.

Labor Requirement:

For cooking Sindh Jo Pallo, we would require 3 chefs, who would be hired on monthly salary and
one plate of 1 kg. pallah will be cooked in less than 30 minutes. Labor cost is Rs.36.94/= per 1
kg (as per 2009)

Overhead Charges:

Overhead charges include rent expense, utility expense, depreciation expense and etc. All of
them cost Rs. 41.39/= per 1 kg (as per 2009) Refer Pallah costing attached in appendix.

Cooking processes and Time:

Particulars Time
Cleaning & fish cutting, vegetable cutting, spices. 15mins
Fish masala to eat with and fish fry (simultaneously) 10-12mins
Total time required would be less than 30mins, which is indeed going to be one of the

competitive advantages.

Feasibility Report - Sindh Jo Pallo 8|Page

 Financial Plan:

Investment required for the business PKR 2,987,452.35.

Loan borrowed in PKR 500,000.

Total Assets PKR 2,469,500.

Total Sales PKR 20,863,800 (as per 2009)

Thus, for more details, see Appendix A, B, C & D.

Feasibility Report - Sindh Jo Pallo 9|Page

 Conclusion

Profit Projections over the next 3 years. Net Income after 3 years is PKR 6,054,019/=

Thus, profit is increasing from 2009 to 2010 by 28% and from 48% respectively for 2011.

Increment of profit by double amount makes investor, invest in the business with lots of

opportunities.

In-addition, in the years ahead, the P&L graph would increase and make our business

more Profitable. Thus, it’s an opportunity for the lender to provide us with loan and make our

business flourishing and booming.

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 Appendix “A”

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 Appendix “B”

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 Appendix “C”

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 Appendix “D”

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