Business Plan: Fetch Pizza Corner

Fetch Pizza Corner

(Redefining Satisfaction)

Prepared For
Rumana Parveen
Senior Lecturer
Dept. of Business Administration
East West University
Dhaka

Prepared by
Md.Anisur Rahman
ID: 2006-1-10-112

Date of Submission: Monday, 15th December 2008

Page | 1

Business Plan: Fetch Pizza Corner

EAST WEST UNIVERSITY

LETTER OF SUBMISSION
15th December, 2008
Rumana Parveen
Senior Lecturer
Dept. of Business Administration
East West University
Dear Madam,
I am writing this letter to inform you that I have prepared a
Business Plan. The plan consists of the overview of a new business.
I tried to gather information to make it specific and coherent.
Through the process of preparing the plan, I managed to get some
practical experiences.
I have tried my best to make the plan as reflective as possible.
Assertively, Business Plan will meet the expectations. I am
determined to provide any further information or clarification, if
necessary.
Thank you.
Sincerely Yours

_______________________
(Md. Anisur Rahman)
ID: 2006-1-10-112

Page | 2

Business Plan: Fetch Pizza Corner

Table of Contents
Acknowledgment ............................................................................................................................................. 4
Executive Summary ........................................................................................................................................ 5
Mission & Vision ............................................................................................................................................... 6
Vision .................................................................................................................................................................... 6
Vision of Fetch Pizza Corner ........................................................................................................................ 7
Keys to Success ................................................................................................................................................ 7
Management ...................................................................................................................................................... 8
Investors & Their Proportions ..................................................................................................................... 8
Organization Structure .................................................................................................................................. 9
Market Analysis: The Overall Market Services .................................................................................... 10
Market Analysis Summary .......................................................................................................................... 10
Market Analysis .............................................................................................................................................. 11
Market Analysis (PIE) ................................................................................................................................... 12
Market Segments ........................................................................................................................................... 12
SWOT Analysis ................................................................................................................................................ 13
Four Areas of Analysis .................................................................................................................................. 14
Key Competitive Strengths ......................................................................................................................... 14
Key Competitive Weaknesses.................................................................................................................... 15
Opportunities................................................................................................................................................... 15
Threats & Risks ............................................................................................................................................... 15
Product Strategies ......................................................................................................................................... 16
Pricing Strategies ........................................................................................................................................... 16
Promotion Strategies .................................................................................................................................... 16
Place ................................................................................................................................................................... 17
Marketing Strategy ....................................................................................................................................... 17
Web Plan Strategy ......................................................................................................................................... 18
Website Marketing Strategy ...................................................................................................................... 18
Development Requirements ...................................................................................................................... 18
Target Market Segment Strategy ............................................................................................................. 19
Competition and Buying Patterns ............................................................................................................ 19
Process of Servicing ...................................................................................................................................... 20
Employee........................................................................................................................................................... 20
Physical Evidence ........................................................................................................................................... 20
Human Resource Planning ......................................................................................................................... 20
Job Analysis ..................................................................................................................................................... 21
Job Description ............................................................................................................................................... 21
Job Requirements .......................................................................................................................................... 21

Page | 3

Business Plan: Fetch Pizza Corner

Acknowledgment
Preparing term paper is really a complex task. It requires
enormous time & attention in every step of it. But it gave me a
true feeling of creation & helped me to understand my ability to
work.
I am grateful to our course instructor Rumana Parveen for
giving us the opportunity to become a proud student of her
course.
I am highly indebt to our course instructor for her proper
guidance & providing me with the information regarding the
business plan.
Finally, I want to thank the almighty Allah for keeping me
fully free from any disaster.

Page | 4

Business Plan: Fetch Pizza Corner

Executive Summary

Fetch Pizza Corner is a new player in the restaurant

industry. The restaurant is in a comfortable, familiar, large city
that has a strong need for additional dining options. Bolstered
by the need for more choices in family-oriented dining
experiences, combined with the option for home-delivery, the
restaurant is positioned to take advantage of the market need
and serve the families in the Baily Road area.
The population is rapidly growing with new subdivisions
and young families moving to the Baily Road area. It is Fetch
Pizza Corners strategy to exploit the first-mover opportunity
and establish itself as the preferred pizza provider to the area. I
believe a locally-owned restaurant is the best option to serve
the rapidly growing population with a fresh, unique menu as
opposed to a national chain franchise.
This business plan calls for an exciting, profitable start-up
year ahead with future forecasted growth as I meet the
demands of the community. In all, this plan describes a healthy
company with good growth prospects, looking to manage its
orderly growth in the near future.

Page | 5

Business Plan: Fetch Pizza Corner

Mission & Vision

Mission
Fetch Pizza Corner creates a friendly and pleasant atmosphere
for customers in a well-designed and productive environment in
which people can work happily. We are sensitive to the look and
taste of good pizza as well as to the high-quality ingredients. We
look to provide the best possible value to our customers who desire
great tasting pizza and to provide customers with the satisfaction of
receiving a great value, both tangibly and intangibly. Additionally,
we are the first home-deliverer of pizzas in our area.
Our customers are our neighbors as we are residents of our
market area. We will also create and nurture a healthy, creative,
respectful, and fun working environment, in which our employees
are fairly compensated and encouraged to respect the customer
and the quality of the product we produce. We seek fair profit, just
enough to keep the company financially healthy for the long run
and to fairly compensate owners and investors for their investment
and risk.

Vision
Vision Statement
Our vision is to run a profitable business by providing best
quality pizzas and aesthetician services in a caring, upscale,
professional environment.

Page | 6

Business Plan: Fetch Pizza Corner

Vision of Fetch Pizza Corner

Customers first
Professional
Respect each other
Work as one team
Committed to continuous improvement

Keys to Success
The keys to success in this business are:
Delivering the customer value proposition.
Marketing: promoting a new company, product, and
delivery channels to a rural community.
Product quality and consistency.
Pricing effectively with respect to the project quality and
customer value proposition.
Family-oriented atmosphere with occasional nights of
family entertainment.
Management: products delivered on time, costs controlled,
marketing budgets managed. There is a temptation to
fixate on growth at the expense of profits.
Reporting and controls in place for inventory and
financials.

Page | 7

Business Plan: Fetch Pizza Corner

Management
Management Team & Responsibilities
The management team will comprise of four personnel.
They are:
Managing Director: Managing director will look after the
human resource and marketing sector. Apart from this
area, he will also always monitor overall day-to-day
activity in a summarized form, from the regional head.
Regional Head: Regional head will see how accountants,
service Managers & other employees are doing in their
perspective areas.
Service Manager: Service managers will be accountable
for the service quality provided by the therapist and
trainee.
Accounts Manager: Accounts manager will be
accountable for account related matter of the business.

Investors & Their Proportions

Md. Anisur Rahman is the sole investor.

Page | 8

Business Plan: Fetch Pizza Corner

Organization Structure

Managing Director: Md. Anisur Rahman

Regional Head (Dhaka): Rashedur Rahman
Regional Head (Chittagong): Tasmim Mushtaq Morshed
Accounts Manager (Dhaka): Sharif-ul Hasan
Accounts Manager (Chittagong): Mohammad Azim
Service Manager (Dhaka): Siam Sajid
Service Manager (Chittagong): Monjurul Ahsan

Page | 9

Business Plan: Fetch Pizza Corner

Market Analysis: The Overall Market

Services
Fetch Pizza Corner offers high quality pizza to a growing
community that currently has limited availability of restaurants
and no availability to delivery. At start up we will be open for
dinner 4 p.m. to 10 p.m. Sunday - Thursday and 3 p.m. to 11
p.m. Friday and Saturday. We will consider opening earlier and
serving lunch if there is a demand, and if forecast and financial
analysis can justify the increased costs.
Our menu will include 4 sizes of pizzas with various
combinations of toppings. Predefined, high-margin pizzas will
be highlighted on the menu. Additionally, breadsticks, soft
drinks will be included in the initial menu offerings.

Market Analysis Summary

Our primary target market is people who desire a
comfortable, family-oriented environment for dine-in pizza. Our
secondary target market also desires a delivery service for
pizza, or a take-out approach. There is overlap of these
segments.
Baily Road and its surrounding communities are a growing
middle-class area with nearly 2 million residents. A majority of
these residents are families of four or more. The boom in the
area is primarily in response to an exodus of families moving
out of the over-populated areas and into a more rural setting.
According to a Growth Plan conducted in 2005, population
within Baily Road is expected to increase. However, the
number of persons per household is expected to decline,
Page | 10

Business Plan: Fetch Pizza Corner

meaning the need for additional housing in Baily Road will

continue to grow. From the same plan, population is listed as
being evenly distributed by age groupings, with approximately
33% of the population being minors. Another 40% are less
than 54 years of age, indicating a major concentration of the
Baily Road population being families. The report forecasts there
being nearly 4,500 households in the Baily Road by 2005. This
is driving the need for more quality, family-oriented
restaurants.
Additionally, Baily Road residents frequently visit the
building in which fetch Pizza Corner is located. Tanning and
video rental businesses are next to the restaurant, so we are
providing a new convenience for families to select a movie and
pick up a pizza.
With the expected continued growth in the area,
estimated at 7% annually, opportunities to serve Baily Road
and its surrounding communities will increase. The company
will sell predominantly to individuals, but it will also accept
some catering jobs to individual parties, schools, and company
functions in the Baily Road area.

Market Analysis

Potential
Growth
Customers

2008

2009

2010

2011

2012

CAGR

Dine-In or
Take-Out

7%

13,860

14,830

15,868

16,979

18,168

7%

Delivery

7%

5,000

5,350

5,725

6,126

6,555

7%

Total

7%

18,860

20,180

21,593

23,105

24,723

7%

Page | 11

Business Plan: Fetch Pizza Corner

Market Analysis (PIE)

Market Segments
To promote our product we analysis the market and
divided the market into some segments based on geographic,
demographic, psychographic, and behavioral variables. We
divided Bangladesh into three regions: Dhaka, Chittagong and
Sylhet. People lived in these regions includes child, teenager
and old people. Their age is between 1 to 100 years. All the
people do not required that service. So based on age we get
other segments. Based on age we make three segmentsbellow 25 years, between 25 to 59 years and more than 60
years.

Page | 12

Business Plan: Fetch Pizza Corner

This table shows some information.

Zone

Dhaka

Chittagong

Sylhet

Population

38987140

24119660

7896720

Year/Age

2005

2001

1991

Below 25

58.02%

57.82%

60.07%

25-59

35.96%

36.05%

34.51%

60+

6.26%

6.13%

5.42%

(Source: Census of population & sample variance, 2005)

SWOT Analysis
SWOT Analysis is an effective method of identifying our
internal and external environment summarized as our
strengths, opportunities, weaknesses and threats and is the key
to business planning success.
Carrying out this in-depth analysis using the SWOT
framework will show where we stand today with our business
and will highlight our internal strengths and weaknesses, the
opportunities available to our business and the threats that
may be coming our way.

Page | 13

Business Plan: Fetch Pizza Corner

Four Areas of Analysis

Our SWOT analysis will help us focus and build on our
strengths, minimize weaknesses, maximize our opportunities
and mitigate any weaknesses and is the foundation of any
business plan or marketing plan.

Strengths - internal analysis

Weaknesses - internal analysis
Opportunities - external analysis
Threats - external analysis

Once this analysis is complete we will have to put various

actions plans together to focus on what will make our business
a success in the future.

Key Competitive Strengths

As our prime target is to provide best quality of pizza, we
think it is our main strength.
We will provide pizza to our customer at a low price. Our
primary target is to provide best quality pizza in a low
price.
Our location may be a good strength for us. As Baily road
is the place as most of the upper- middle and middle class
people live nearby, we may find good response.

Page | 14

Business Plan: Fetch Pizza Corner

Key Competitive Weaknesses

As all the ingredients price are increasing day by day, we
may not be able to keep the same price; we may have to
raise the price.
At the very beginning we will not be able to provide
variety of pizzas.
As we will keep waiter, we are needed to pay handsome
salary.
We will be needed to spend a lot of money to build
awareness of the target customer.
As there are franchising fast food shops like Pizza Hut
and KFC, it would be very tough to sustain in market.

Opportunities
We are providing best quality pizzas in a lower price
compared to other well known pizza houses, so we will
have the advantage.
Our location is one of our opportunities as we will get that
much of customer as we target.
Now- a-days people dont have that much time to take
lunch or dinner at home or in weekend. They love to dine
out, so its our opportunity.

Threats & Risks

First of all, franchisees like Pizza Hut and KFC are the
main threats for our business.
As a new Fast Food shop, there will some obstacles to
connect with the customer.
Pricing may be the factor to connect with the customer.
Page | 15

Business Plan: Fetch Pizza Corner

As we are providing pizzas at a lower price compared to

the others, people might think our quality will not be the
same with others.
As our primary location for the business is Baily road.
Beside the place people who live there are from middle
class. They will not come at daily basis.

Product Strategies
Pizza is our main product. We will provide varieties of
pizzas to the customers. We will also provide breadstick and
drinks along with it.

Pricing Strategies
We are needed to charge affordable prices so that middleclass people can take our services. We will charge price of our
services in such a manner that it will be comfortable enough for
an average target consumer.

Promotion Strategies
In the early stages of our journey, we will choose the print
media, namely The Daily Star, Star Weekend magazine, star
forum, Brand forum, sports magazines etc, because print media
covers a large portion of our target consumers and this kind of
magazines will make a great impact in our business. To our
corporate consumers we will use mobile messaging as a
promotion tool.

Page | 16

Business Plan: Fetch Pizza Corner

Place
To fulfill demands of our target consumers, we will set up
four service centers, three within Dhaka metropolitan area:
Baily Road, Gulshan-1 and Dhanmondi, and the other one in
Chittagong. The branch will be in Khulshi.

Marketing Strategy
To drive customers to Fetch Pizza Corner we will employ
several techniques outlined below.
Advertising in The Daily Star, Brand Forum Magazine,
Prothom Alo, and Anondo Alo Magazine will be used to promote
the Grand Opening of Fetch Pizza corner. As part of the
advertising, a coupon will be available to customers.
Intermittent
newspaper
advertisements
will
continue
throughout the year to promote upcoming events. Most
initiatives will focus on the local Dhaka Based papers as the
target of these papers is specifically the Baily Road residents.
Additional marketing efforts will come in the form of on-box
coupons for future purchases.
Additionally, family-oriented events will be hosted by
Fetch Pizza Corner to attract customers such as trivia nights,
birthday parties, and prize giveaways. Frequent buyer cards will
be employed to entice repeat customers. Fetch Pizza Corner
will also sponsor a local Little League cricket team, and a
Soccer team to publicize the restaurant within the community
events.
Future plans of working in coordination with the nearby
video store to offer "bundle savings" if both pizza and video
rentals are purchased will be pursued within the second year of
operation.
Page | 17

Business Plan: Fetch Pizza Corner

Web Plan Strategy

Fetch Pizza Corner website will be the virtual business
card and portfolio for the company, as well as its online
"home." It will showcase the history, product information, and
offers for Fetch Pizza Corner. Special online-only offers will be
made available on the website, along with customer's
opportunity to sign-up for email news and offers.
Fetch Pizza Corner website needs to be a simple yet classy
and well designed website that, at the same time, is in keeping
with the latest trends in user interface design. Customers will
be coming to the site for product information, history, and
offers.
Future elements of the site can contain online ordering, if
customers express an interest in this functionality.

Website Marketing Strategy

Our Internet marketing activities will be focused on
product information and offers. Future opportunities exist in
offering online ordering.

Development Requirements
Fetch Pizza Corner website will be initially developed with
few technical resources. A simple hosting provider, Our Local
Web services, will host the site and provide the technical back
end. The owner's expertise in professional Web development
will lead this effort.
The user interface designer will work with a graphic artist
to come up with the website logo, and the website graphics.
Page | 18

Business Plan: Fetch Pizza Corner

The maintenance of the site will be done by the owners. If

the website rolls out future development such as newsletters
and online ordering, the internal staff at Fetch Pizza Corner will
design, implement, and execute the technology.

Target Market Segment Strategy

Including Baily Road and its surrounding areas, no pizza
establishments exist. One or two unpopular fast food outlets
serve pizzas at Baily Road, but not as a primary menu item.
These pizza outlets are in taverns which are not conducive to
family-type atmosphere. No eating establishments in the Baily
Road area provide home-delivery service.

Competition and Buying Patterns

There is minimal competition for pizza in the Baily Road
area, besides the bar establishments previously mentioned. The
closest locales for pizza to the Baily Road area Is Pizza Hut,
but its not competing pizza locations deliver to the Baily Road
area. Additionally, Fetch Pizza Corner would be the only familyoriented, non-smoking restaurant in Baily Road.

Sales Strategy
Baily Road area has expressed its need for additional
restaurants, specifically a desire for pizza. Because of this,
there is pent-up demand for pizza in this area. We will expect a
high rate of sales growth within the first 3 months as this
customer desire is met.
For the next year, we continue to focus on a growing
presence in the community and advertising heavily throughout
the community.

Page | 19

Business Plan: Fetch Pizza Corner

Process of Servicing
Most importantly, this sort of service desires the perfect and
peaceful environment to be effective. Four of the most
essential feature of our environment is:

Nice, cold and calm room.

Slow, divine music.
Dim lights, candles and lamps.
Great smell and fresh, clean and natural aroma fragrance.

Employee
We will provide the best employees who are also well
trained.

Physical Evidence
Our main target is our customer satisfaction. What kind of
massage the customer needs, if we are to provide them with
their needs at first, we will have to sort this out.

Human Resource Planning

First we will give advertisement into newspapers. People
will apply for their position formally. Then we will call them for
interview. There they will be justified by their work &
experience.

Page | 20

Business Plan: Fetch Pizza Corner

Job Analysis
Although it is a business firm, but we are not going to give
away the controls of our company to outside people, means
employee. That is why we will take a number of employees,
who will be only involved in service but not in core decision
making. As we will fill the managing director & other regional
posts, initially we will only appoint accountants and service
manager.

Job Description
The Regional Head will be under direct supervision of
Managing Director. Other employees will be accountable to the
Service manager. Although service manager will control the
total service quality of the centre but the accountants will be
liable to regional head rather than service manager.

Job Requirements
In order to get job to our organization, employees must
have some requirements. These requirements are:
Employees must be smart to look at.
Having work experience of minimum 2 years in any wellknown fast food shop
Fluent in both Bengali & English languages.
Ability to control any moment at any time.
For administrative level for the respective job all of them
should be graduated from own respective field of study

Page | 21

Business Plan: Fetch Pizza Corner

Projected Income Statement

Start-up
Requirements
Start-up Expenses
Professional Fees (Legal, Accounting, Consulting)

$1,800

Placemats, Stationery, Business Cards

$1,100

Renovation

$8,300

Marketing

$2,500

Rent

$2,000

Expensed Equipment

$5,000

Insurance

$350

Website Development

$1,000

Misc Expense

$3,800

Total Start-up Expenses

$25,850

Start-up Assets
Cash Required

$23,100

Start-up Inventory

$6,000

Other Current Assets

$5,250

Long-term Assets

$20,300

Total Assets

$54,650

Total Requirements

$80,500

Page | 22

Business Plan: Fetch Pizza Corner

Start-up Funding
Start-up Expenses to Fund
Start-up Assets to Fund
Total Funding Required

$25,850
$54,650
$80,500

Assets
Non-cash Assets from Start-up
Cash Requirements from Start-up
Additional Cash Raised
Cash Balance on Starting Date
Total Assets

$31,550
$23,100
$0
$23,100
$54,650

Liabilities and Capital

Liabilities
Current Borrowing
Long-term Liabilities
Accounts Payable (Outstanding Bills)
Other Current Liabilities (interest-free)
Total Liabilities

$0
$25,000
$9,500
$0
$34,500

Capital
Planned Investment
Investor 1
Owners
Additional Investment Requirement
Total Planned Investment
Loss at Start-up (Start-up Expenses)
Total Capital

$15,000
$30,000
$1,000
$46,000
($25,850)
$20,150

Total Capital and Liabilities

$54,650

Total Funding

$80,500

Page | 23

Business Plan: Fetch Pizza Corner

Projected Balance Sheet

Pro forma Balance Sheet
ASSETS
Current Assets
Cash
Inventory
Other Current Assets
Total Current Assets

FY 2005

FY 2006

FY 2007

$46,670
$1,720
$5,250
$53,640

$68,884
$1,806
$5,250
$75,940

$98,698
$1,896
$5,250
$105,844

Long-term Assets
Long-term Assets
Accumulated Depreciation
Total Long-term Assets
Total Assets

$20,300
$2,040
$18,260
$71,900

$20,300
$3,876
$16,424
$92,364

$20,300
$5,528
$14,772
$120,616

FY 2005

FY 2006

FY 2007

$9,267
$0
$0
$9,267

$9,454
$0
$0
$9,454

$9,967
$0
$0
$9,967

$19,000
$28,267

$9,000
$18,454

$0
$9,967

Paid-in Capital
Retained Earnings
Earnings
Total Capital
Total Liabilities and Capital

$46,000
($25,850)
$23,483
$43,633
$71,900

$46,000
($2,367)
$30,278
$73,911
$92,364

$46,000
$27,911
$36,739
$110,649
$120,616

Net Worth

$43,633

$73,911

$110,649

LIABILITIES AND CAPITAL

Current Liabilities
Accounts Payable
Current Borrowing
Other Current Liabilities
Subtotal Current Liabilities
Long-term Liabilities
Total Liabilities

Page | 24