Executive summary

Introduction

            Burgers with some of the ingredients being Hala beef and chicken are some the products that Doha burger expects to stock in Brisbane city Australia. Doha burger a new restaurant to the Brisbane city burger market which aims at improving the quality of  Ukraine the burger and quality of the service received by its client by introducing burgers with no pecan thus driving the burger industry in Australia to a higher level.

Doha burger aims at taking the advantage of the high demand for burgers in Brisbane city by offering the burger lovers additional and more exiting choices of burger of high quality affordable and attractive prices

            About The Product

Doha burgers will be special burgers that will have an amazing quality. The size will be considerable medium such that all the flavours and elements of the burgers can be tasted in one bite. The burns that will be used in making the burgers will be of high integrity so as to maintain the texture and outstanding taste of the burger. The beef patty or chicken patty will have a smooth texture and good flavour such that when a customer takes a bit the texture and the flavour stands out. The salads to be used in the burger will be plentiful enough and fresh, these will the burgers an outstanding taste of freshness. The last ingredient of the burgers sauces used, sauces will and the best flavour to the burger to make stand out when compared with products made by our competitors.

            Market for the product

The demand for burgers has in on the rise in the recent past. 70% of Brisbane residences   are   between the age of 15 and 64 years this is the working class in the population. Out the working class, 99% of them regularly order burgers thus making it hard for the current outlets to meet the high demand of burgers. Therefore, existing market already have a supply shortage. To With high demand it’s up to the existing outlets to ensure that the burgers they sell are of high quality, fresh, good flavour as well as taste. In addition Doha burgers will target clients that of Arab origin.

1.1Objectives

The  company has various  objectives which it aims to achives;

1.1.1Business objectives

• Become an established company and continuously offer products that are customers oriented.
• To establish many burger restaurant or outlets as possible.
• To continuously improve burgers so as to make it more attractive to many.

1.1.2Financial objectives

• Find an appropriate investor to finance the restaurant.
• To partner with suppliers with masses that would help in success of Doha burgers.
• Attain a reasonable profit that would grow annually thus increasing the revenue of Doha burgers.

1.1.3Marketing objectives

• Creating and expanding a wide market area.
• Brand recognition
• Expanding the marketing reach

1.2   Mission

Doha burger will always strive to be the best and only the best outlets for burgers. We will continuously improve our product so as to suit the diverse needs of our clients by  making sure that all the due diligence and caution is exercised in production of the burgers and ingredient of the burgers fresh and of high quality thus leaving the customers with no doubt.

Our vision will capitalizes on numerous innovations that will always make our products offer better and improved services at cheapest price possible.

1. 3 Key to success

• Develop customers’ oriented products that sever s the customer to their expectation.
• Continuously improve our product by utilizing various innovations in the markets..
• Outsourcing quality evaluation services to avoid self review cases.
• Introduce other product that adds value to our clients.
• Offering confidential, trustworthy services but not allowing comprise in expertise by continuously utilizing the latest technology in maintaining quality.

2.0 Company Summary

2.1 Ownership of the Company

The company will be a private limited company incorporated under the registrar of companies by its managing director Mr. P.  Although it will be new in the eastern Australian the director have realized that in this area there is a lot of potential in the burger industry that have not been harnessed with every customers expecting better and quality burgers.

Start up cost and expenses.

So as to be venture into the restaurant business, the company will need to incorporated and registered under the registrar of companies, thus legal fees will be incurred. Also there will be investment in dinning merchandise and high skilled personnel will be needed in order to maintain the quality of products and services. The director will seek a ten year bank loan so as to raise the necessary funds to finance Doha burgers.  The cost for start-up is as presented below

Start-up asset-capital base is as shown below.

 

start up funding	Amount in$
start- up expenses	$41,000.00
start-up  assets	$99,000.00
total start up  funding required	$140,000.00
Pro-forma Statement of Financial Position
For period ending 31st December 2011
Assets	Amount ($)	Amount in $
Non-current assets		$99,000.00
current assets
Cash	$101,000.00
less non -current liabilities	$60,000.00
net current assets		$41,000.00
Total net assets		$140,000.00
Financed by:
capital		$100,000.00
Long term liabilities
10 year loan		$40,000.00
		$140,000.00
Total start-up expenses		Amount in $
staff hiring		$12,350.00
legal fees		$521.00
Premises rent		$4,000.00
Furniture		$7,000.00
Restaurant Branding		$1,050.00
Contract expense		$1,079.00
advertising		$5,000.00
Outlets		$10,000.00
Totals		$41,000.00

 

3.0  Products and Services

Doha Burgers will offer burgers products to the residence of Brisbane city who are about seventy percent of the population in Brisbane and ninety three percent of the working in Brisbane.

 3.1 Description of the  product

Ultimate  solutions will be  launching in the Ukraine a product brand  to be know as U-Money. U-Money will  borrow much Qatar mobile banking programms and incorporating a model which introduced in Kenya.

Doha burgers will be special burgers with high precision to quality and freshness. The ingredients of the burgers will with taste and preferences of the prospective clients however the main ingredients will include;

1. Burns- which be of high integrity to enhance the texture of the burger.
2. Beef or chicken patty- which have a special flavour
3. Sauces- to relish the texture of the burgers
4. Salads- which will fresh, thus enhancing quality.

3.2Technology

In terms of technology Doha burgers aims at using the latest Equipments & management software in the markets so to help the restaurant run properly and also provide the customers with better and new experience every day he use the our services.

3.3Macro-environment

Australia being one of the developed countries with agriculture as the main drive of the economy and numerous improve in technology. We do not fore see any problem of our product being affected negatively in terms of growth and popularity.

3.4Future product and services

After successful launch of the new product Doha burgers we will partner with other stake holders in improving burger industry and not only in Australia but all over the world. We will also keep on improving our products and services to suit the needs of the client.

4.0 Market analysis

There has been debate over the last two years on the quality, freshness and size of burgers with many opting for a standard size burger. This has occasioned a lot of competition among various outlets.

4.1Market segmentation

We will segment the market according to the capability and the various needs of our customers. We will develop market niche by dividing our customers according their financial capability and offer to them differentiated products. This will help us charge different prices thus increasing our profitability.

4.2 Strategy to manage the targeted market segment

We will use a very simple approach to manage the various market segments by making sure that we offer the right product, to the right customer, at the right price according to his or her ability to pay, this will be to ensure that we offer products or services that adds value to our clients.

 

4.3 Market needs

The target of Doha burger is to offer solutions to the needs of diverse market by marking sure that any product that we offer satisfy the market, while also focusing on those who cannot afford a burger .

4.4 Services business analysis

In this section we will analyze the various participants in the Burger industry.

4.4.1 Business participants

In the burger industry there many participants involved who include;

1. Suppliers: These are suppliers who supply the ingredient of producing a burger some of the ingredients will include beef, chicken, flour, vegetables, and sauces.
2. Burger Outlets: this is are other restaurant which are currently specializing in selling burgers only  in their outlets.

 

4.4.2 Competition

Currently there are of outlets such as Grill’d Burger and Burger Urge are main competitors beign indentified as outlets with the highest maket share in the burger Industry.

5.0 Strategy and implementation strategy

Since we are new in the country and also in the industry we aim to gain customer and maintain them while attracting others by offering products that customer tailored and customer oriented by adopting a customer based approach.

5.1 Swot analysis.

This section will discuss the strength, weakness threat and opportunities that the new product will face.

5.1.2Strengths: Our products are produced with precise quality to meet our clients need. Also we klnow who our competitors are thus strategically planning for market penetration

5.1.3Threats: in the event that competitors are being driven out of business, they may     engage in unfriendly competition practices

            5.1.3 Weakness:The product however has limitation due to high number of subsitutes.

            5.1.3 Opportunities:The new product have the opportunioty to grow since it is differentiaed fromother products currently in the market

5.2 Marketing strategy

We expect to market our product by advertising in the media and also through bill boards which will the advantageous due to the benefits that arise through use of our product.

5.3Sales strategy

Ultimate solution will receive its revenue sales, and licensing fees; in partnerships

The revenue forecast for the first six months are show below, but it shoul be noted that the company aims at gaining the numbers thus it will charge a low price for it services so to all it penetrate the market.

The revenue of the copany will be as follows

 

 

 

 

 

6.0 Management summary

In the management of the company the leadership adopted will be participative leadership so that   the personnel of the company can feel involved thus motivated to work and all the stake holders involved.

6.1 Training

On job training will be used to continuously train the personnel so as to equip them with necessary skills and enable the company to work efficiently.

6.2 Feedback control

The company will create a channel where the employees can put forward suggestion on how to improve the company productivity.

7.0 Financial plan

Our optimal capital structures is to be financed through  main  through equity but with about  35% debt financing therefore the company will embark on repaying the amount owing at the start up.

7.1 Forecast profits

Since our aim to penetrate in to the market we will charge about $12-$16 per burger and we predict our profit to grow as follows.

Expected profit and loss account
For year Ended 31st December 2014	Amount in $	Amount in $
Gross income from transactions fees		$373,000.00
Income from licenses-partnership		$89,000.00
Less expenses
Salaries	$106,000.00
Tax	$3,000.00
contract fees	$10,000.00
Electricity bills	$500.00
General  expenses	$60,000.00	($179,500.00)
Net profit		$282,500.00

Lastly we expect our profit to grow at the rate 4% during the first fives and then later at an average of 10%.

8.0 contingency plans

1. If this plan fail where we have strong communication that we ascertained we will under aggressive advertising to popularise our product.
2. We will introduce our company in the market niche established by offering products that add value to customers.

 

 Works Cited

Abrams, R., & Kleiner, E. (2003). The successful business plan: secrets & strategies. California:    The Planning Shop.

Ford, B., Bornstein, J., & Pruitt, P. (2007). Ernst and Young business plan guide. New Jersey:       John Wiley and Sons.

Bangs, D. H., & Henricks, M. (2005). Business plans made easy (3rd ed.). Irvine, Calif.:   Entrepreneur Press.

 

Chambers, K. D. (2008). The entrepreneur’s guide to writing business plans and proposals.            Westport, Conn.: Praeger.

Ford, B., Bornstein, J., & Pruitt, P. (2007). Ernst and Young business plan guide. New Jersey:       John Wiley and Sons.

Kissner, M., & Kissner, P. (2011). Burgers. Chatswood, N.S.W.: New Holland Publishers             (Australia).

Lloyd, D. (2007). Business plans. London: Hodder Education.

 

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