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Contents
Executive
Sumamry
.3
Introduction of the business...................................................................................... 5
The Key People..................................................................................................... 6
Mission............................................................................................................... 6
Keys to Success.................................................................................................... 7
Market Segmentation.............................................................................................. 9
Environment...................................................................................................... 11
SWOT Analysis.................................................................................................. 14
Strengths of the Business....................................................................................... 14
Weaknesses of the Business.................................................................................... 14
Opportunities in the Marketplace.............................................................................14
Threats in the Marketplace..................................................................................... 15
Objectives......................................................................................................... 15
Marketing Plan................................................................................................... 16
Promotional Strategies.......................................................................................... 17
Advertising........................................................................................................ 17
Product and services:............................................................................................ 18
Management Summary......................................................................................... 20
Activities Schedule.............................................................................................. 23
Projected Profit and Loss....................................................................................... 25
Projected Cash Flow............................................................................................. 29
Balance Sheet..................................................................................................... 31
Executive Summary
This is a business plan for a restaurant with the best quality food and open air screening
of movies on a big cinema screen. Apart from the regular screening of the movies, gigs
and concerts will be organized every Sunday night. Good food has always been a need of
the Lahories. People of Lahore look for the new places where they can find the best
quality food with an entertaining environment. Because of this, this new venture would
be of great success because of the unique offering of live music and movie screening.
Although the competition is immense in this industry. Every day we see the launch of
new restaurants in Lahore, but very few succeed in surviving in this competition. People
look for the uniqueness and our restaurant would be a totally new experience for the
people of Lahore. In today's highly competitive environment, it is becoming
increasingly more difficult to differentiate one restaurant concept from another. Cinema
Caf does this by being the only where one can get the fun of watching his/her favorite
movie on the cinema screen along with the best quality food.
Cinema Caf is a theater/restaurant business that believes there is a significant number of
theater-goers that are craving a more satisfying and enjoyable way to catch a movie and a
bit to eat. Cinema Caf is renovating the downtown Majestic Theater and creating a
medium-size restaurant that will show second-run movies that have proven to still be
popular to our target market. We will offer a totally unique dining and movie experience
at an affordable price that will fill the theater space with repeat customers.
Cinema Caf is a one-stop movie theater and restaurant. We combine movies with a
casual dining experience, featuring a full-service menu offering a wide selection of food.
Choices include half-pounder burgers, homemade pizzas, chicken sandwiches, wings,
french fries, appetizers, and fresh salads, along with mouth watering beverages. Of
course, you can get traditional concession items such as soft drinks, candy, and freshpopped popcorn. Food at Cinema Caf is not what you would expect. It is restaurant
quality, cooked at the time of order placement, and served hot and delicious.
3
With a warm atmosphere, more than reasonable pricing, exciting movies, rocking music,
parties and events, outstanding food, and the beverage of your choice, Cinema Caf has
all the right moves for the whole family.
Are you a food lover or a film buff? But why pigeonhole ourselves. For those of us who
refuse categorization, then come and Experience the Outdoor Cinema and exciting gigs
featuring the best quality food in Lahore. It's the ultimate picnic in the park - no basket
required! Kick back and enjoy your gourmet street food in a beautiful park under the
stars. Our outdoor cinema screenings will hopefully provide a boost to tourism by
attracting hundreds of people to watch films in spectacular settings in future. Cinma
Caf is a unique entertainment opportunity for you, your friends and family. Over here,
one not only does get to see films for free in a fun and festive environment, but you also
get to quality foods in deals. A variety of quality, reasonably priced snack items and
beverages will keep customers satisfied during their movie experience. Admission is free
- all you pay is the price of the mouth-watering meals you'll inevitably wind up
purchasing. Good sight lines, the best of technology installed, and offer views to die for.
It is the ultimate outdoor experience: great films, great sound, great food, and great
company under the stars. We will be featuring films, matches on huge outdoor screen
with the best quality food of your choice. Cinemagoers can relax with some quality food
that we will provide at a nominal and affordable price, while listening to the sunset
sounds of acoustic sets from emerging musicians. Food and movies go together like, well,
popcorn and movies. Since food is one of the central themes of life, it stands to reason
that it would make a good theme for the cinema.
Name of the restaurant is cinema caf. The name is self explainatiry. It describes that the
services would be something related to cinema and food. Our core services include best
quality food with the screening of movies on a cinema screen for the customer to get the
feeling and experience of every mode of entertainment. The name of the restuant truly
reflects the services offered.
Location of our resturant would be in the suburbs of Lahore. As it would be a 3 canals
space so making the resturant in the suburbs would cost me comparitively low.
Employees include hosts, kitchen staff, serving staff, technical staff, security staff and
cleanup staff, sufficient to cover the hours of operation, prep-time and cleanup.
Restaurant serving hours begin at 3 PM and the restaurant closes at 2:00 AM. Initially 10
people will be required for the operations where 4 will be in kitchen including a head
chef, 2 for technical purposes, 2 for restaurant services and 2 for security purposes.
Mission
Cinema Cafs mission is to create a new theater experience for our customers that will
be so enjoyable and satisfying that they will return often and recommend Cinema Caf to
their friends and family. Our customers will be delighted with our level of service, the
quality of the food, and a theater environment that is second to none. When the film ends
and the applause die out, we believe that our customers will prefer to watch a new movie
at Cinema Caf rather than to ever be squeezed into a Megaplex again.
Keys to Success
Selection of popular films that work best in the group viewing environment; i.e.
comedies, scary or adventure films.
Managing our internal finances and cash flow to enable upward capital growth.
Hiring the best people available, training, motivating and encouraging them, and
thereby retaining the friendliest, most efficient staff possible.
Industry Analysis
6
Is the market stable or changing, with new competitors entering and/or leaving?
The market is changing as the social values attitudes and tastes of people are changing
due to globalization and lot of new businesses are exploring the potential of the market an
example of it can be new cafes and cinemas opening up in areas like DHA and Gulberg
etc.
What is the competitive edge of the principal competitor?
These include their experience, brand name, economies of scale that they attain through
operating efficiently, other variables that give them a competitive advantage over us in
their high responsiveness to the change in needs and demands of their customers
7
Market Analysis
We believe that our unique dining environment with an unforgettable experience of
movie screening and music will attract our target customers. Once inside, the customer
will find watching a movie at comfortable seating, while enjoying great food, is an
experience to repeat again and again with friends.
We cannot survive just waiting for customers to come to us. Instead, we must focus on
the specific market segments whose needs match our offerings. Focusing on targeted
segments is the key to our future. We will attract customers with live performances
and distribution of brochures. Therefore, we need to focus our marketing message and
our product offerings. We need to develop our message, communicate it, and make good
on it
Market Segmentation
Families:
8
The focus will be on parents with children who want to catch a movie with food in the
afternoon or early evening, before or after shopping at the downtown mall.
Young Adults:
The second group that will be focused is young adults ages 18 - 26 for the evening
shows. We believe that this target group will enjoy this unique way to watch a film and
Cinema Caf will become a common place for friends to have an affordable evening's
entertainment together.
Families
Young Adults
They will avail my service as often as possible as it is totally entertainment based there
would be only few customers from whom we can accept that that shall be rarely going to
purchase our services .
How much do they buy at one time?
The type of service I shall be selling is not an individual based in fact people would like
to come in groups or pairs there is very less probability that individuals will be attending
that is why I assume the customers to be buying in deals
Environment
What are the social trends?
The social trends are changing over the years due to globalization as people are becoming
more aware and socially active in the changing environment their values and believes are
changing with the changing environment. Moreover, in this rapidly changing world
where everyone is struggling, there are many few places where they can relax themselves
and can spend the quality time with their friends and families.
11
My services will be used by the families as well as by the young adults. Age bracket of
the consumers is 15 onwards. That will include mostly the students of different colleges
and universities such as LSE, LUMS, NCA, BNU.
Families - this segment focuses on adults and parents with younger children who don't
need to see the latest movies on release and seek an inexpensive, quality, family-oriented
entertainment experience.
Young adults - this segment is comprised of the 16-35 year old age group. This group
is interested in seeing comedy and action/adventure type movies that are not directed at
the younger and family markets
What will be the key external influences in the marketplace in the next three years?
The external influences include hyper inflation, slow economic growth, unstable
government, higher interest rates, and energy crises. These factors can influence my
business in a negative way, until these conditions are made favorable.
How will these influences affect the competition?
The above mentioned factors will have a negative effect on the competition. As, the
profits will go down and all the competitors will look for developing such strategies
which can help them in surviving in such a uncertain environment .As most of them will
be experiencing diseconomies of scale.
How will these influences affect my business?
If the external influences that include inflation, strict government policies etc ten this will
obviously make it difficult to survive but in case the external factors are favorable that
include controlled inflation and friendly government policies then there will be less risk
to start up the business.
Strategy and Implementation Summary
12
SWOT Analysis
This is a summary of the business's most important strengths, weaknesses,
opportunities and threats.
Strengths of the Business
New Player
"Which means that" Credibility problem may affect initial sales
13
Lack of systems
"Which means that" The company needs to develop systemised operational &
sales techniques or sacrifice profits
Add-on products
"Which means that" A potentially enormous market for the Cafe Cinema
"Which means that" our Cinema Caf Business should target all segments.
Explore new markets in Pakistan
Objectives
General Objectives:
To provide our valued customers prompt and high quality food and service in a
excellent environment.
To be the only option for food and movie lovers.
To gain the customer loyalty by providing the best services in town.
To keep our menu simple to maintain low food cost
To maintain and expand an outstanding reputation as being the best hang out place
in town.
14
Specific Objectives:
To gain the 10% of the market share by the end of first year.
Keeping food cost fewer than 30% of revenue.
Keeping employee labour cost between 15-20% of revenue.
To maximize the profit by exploring new markets in Pakistan.
Marketing Objectives:
Management Objectives:
Financial Objectives:
Sales over $600K the first year, more than a million by the third.
15
Marketing Plan
Competitive Edge:
We are unique in a way that no other restaurant and cafe in Lahore is offering the
screening of movies on such a big screen that we offer. It is a complete new experience
for the customers. Here people can enjoy the best quality food with the screening of their
favorite movies along with live exciting music. We will stand out with sustainable value,
something that we can maintain and develop over time
Promotional Strategies
Advertising
product offerings.
Advertise in local publications
Advertise monthly in magazines that are specifically targeted to the movie
Website:
The website will be initially developed with few technical resources. We will work with
a contracted user interface designer to develop the simple, classy, yet Internet focused
site. The user interface designer will work with a graphic artist to come up with the
website logo, and the website graphics. The website will include the complete
information regarding the menu and the schedule of movies. Moreover, discount coupons
will also be offered at the website.
16
17
The Menu:
The menu is extremely simple Choices include half-pounder burgers, homemade pizzas,
chicken sandwiches, wings, French fries, appetizers, and fresh salads, along with mouth
watering beverages.
Movies:
The films will be chosen with two target audiences in mind. The first is the families that
will come to Cinema Caf to watch movies like Shrek and Spy Kids. These movies will
be shown three times during the afternoon. The second group is young adults who will
come to the evening shows to watch movies like Jeepers Peepers, the Fast and the
Furious, and Rush Hour 2. There will be three evening showings of these films. In
addition, there will be midnight movies for the college crowd on Friday and Saturday.
18
Music:
Concerts and gigs will be organized on Sunday nights. Musical bands from all over the
city will be given a chance to perform live in front of the audience. They will be selected
on the basis of auditions.
19
Management Summary
Initially I will be responsible for hiring, training and supervision of all restaurant staff.
With the passage of time, professional managers will be hired in order to have a proper
check on the overall work of the staff. And the managers will be answerable for their
performances.
Planning operations:
All the marketing and advertisement campaign will be initially carried out by me.
The decisions making authority will be lead by me and all the decisions will be
made by my consent.
The menu and all the requirements of the restaurants and cinema will be decided
by me.
Formulating a people plan:
Kitchen staff will be hired on the basis of their experiences and specialities
Staff will be hired after complete session of interviews and tests
Other staff including waiters, technical staff security staff will be hired keeping in
mind the requirement of the business.
There will be a completer check of the performance of the employees and
managers will be answerable regarding their performances
Training session will be carried out in order to train the staff with the changing
needs.
Plan for premises:
The premises of the restaurant will be 3 canals of land. It will be in the suburbs of
Lahore which will cost me a bit less.
The office will be located within the premises of the restaurant including an
executive room, a conference room and the waiting area.
Plan for Equipment:
20
How will you develop entrepreneurial team with all the required roles filled?
21
Employees will be motivated through bonuses and incentives. Work will be taken by the
employees in such a way that they do not feel it as a burden. Their requirements will be
closely viewed. Senior staff is required to motivate the junior staff and help them with
their problems. Moreover, senior staff will be in a direct contact with the CEO and they
would be answerable to the CEO regarding any problem.
Operations Plan
Marketing Policies:
later on.
Discount coupons will be given to the leading universities and colleges of Lahore.
For the first six months 10 % of the profit will be allocated for advertising.
City 42 which caters to the market of Lahore will be used for the advertisements
for the first six months.
Management Policies:
Experienced staff will be hired after a complete session of interview and tests.
Regular training sessions will be carried out for the changing needs of the
customers.
Senior staff is answerable for the performance of the junior staff.
Salary will be monthly based and will be transferred into the accounts of the
employees within the first five days of the month.
Financial Policies:
All the calculations and financial analysis will be initially carried out by the CEO.
22
Activities Schedule
Month/date
1st month
2nd month
Activity
To hire the best staff for the operations
Promotion of the restaurant. Initially through social media websites and
3rd month
4th month
5th month
6th month
6-12months
1-2yr
23
Growth
Year 2
Year 3
CAGR
Families
Young Adults
Total
Financial Projections:
I will invest Rs. 300,000 of my own capital. This will provide the start-up financing
required. Our market and financial analyses indicate that with a start-up expenditure of
Rs300,000 we can generate Rs. 600,000 in sales by the end of year one, and produce
high net profits by the end of year three.
24
Rs. 1,200,000
Rs. 1,000,000
Rs. 800,000
Rs. 600,000
Rs. 400,000
Rs. 200,000
Rs. 0
25
Rs. 15,000
Rs.12,000
Rs. 9,000
Rs. 6,000
Rs. 3,000
Rs. 0
(Rs. 3,000)
(Rs. 6,000)
(Rs. 9,000)
(Rs. 12,000)
26
Rs. 210,000
Rs. 180,000
Rs. 150,000
Rs. 120,000
Rs. 90,000
Rs. 60,000
Rs. 30,000
Rs. 0
Rs. 60,000
Rs. 50,000
Rs. 40,000
Rs. 30,000
Rs. 20,000
Rs. 10,000
Rs. 0
27
Rs.
700,000
Rs.
600,000
Rs
500,000
Rs.
400,000
Rs.
300,000
Rs.
200,000
28
Sales
Direct Cost of Sales
Movie Screening Expenses
Total Cost of Sales
Gross Margin
Gross Margin %
Expenses
Payroll
Sales and Marketing and Other Expenses
29
Depreciation
Leased Equipment
Utilities
Insurance
Rent
Payroll Taxes
Other
Net Profit
Net Profit/Sales
30
Rs. 210000
Rs.180,000
Rs. 150,000
Rs. 120,000
Rs. 90,000
Rs. 60,000
Rs. 30,000
Rs. 0
31
Year 2
Year 3
Rs.692,100
Rs.692,100
Rs.860,000
Rs.860,000
Rs.1,150,000
Rs.1,150,000
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.692,100
Rs.0
Rs. 0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.860,000
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.1,150,000
Expenditures
Year 1
Year 2
Year 3
Rs.288,000
Rs.307,000
Rs.326,000
Bill Payments
Rs.337,234
Rs.475,500
Rs.607,541
Rs.625,234
Rs.782,500
Rs.933,541
Rs. 0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Dividends
Rs.0
Rs.0
Rs.0
Rs.625,234
Rs.782,500
Rs.933,541
Rs.66,866
Rs.77,500
Rs.216,459
Cash Balance
Rs 216,066
Rs 293,566
Rs 510,026
32
Balance Sheet
The table shows projected balance sheet for three years.
Year 2
Year 3
Assets
33
Current Assets
Cash
Rs.216,066
Rs.293,566
Rs.510,026
Rs.10,000
Rs.10,000
Rs.10,000
Rs.226,066
Rs.303,566
Rs.520,026
Long-term Assets
Rs.0
Rs.0
Rs.0
Accumulated Depreciation
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Total Assets
Rs.226,066
Rs.303,566
Rs.520,026
Long-term Assets
Year 1
Year 2
Year 3
Current Liabilities
Ratios
Current
Accounts Payable
Rs.50,638
Rs.38,047
Rs.50,999
Current Borrowing
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.50,638
Rs.38,047
Rs.50,999
Long-term Liabilities
Rs.0
Rs.0
Rs.0
Total Liabilities
Rs.50,638
Rs.38,047
Rs.50,999
Paid-in Capital
Rs.300,000
Rs.300,000
Rs.300,000
Retained Earnings
(Rs.140,800)
(Rs.124,571)
(Rs.34,481)
Earnings
Rs.16,229
Rs.90,090
Rs.203,508
Total Capital
Year 1
Rs.265,519
Year 2 Rs.175,429 Year
3
Total Liabilities and Capital
Rs.226,066
Rs.303,566
Rs.469,026
4.46
Rs.469,026
Net Worth
7.98
Rs.175,429
10.20
Rs.265,519
Quick
4.46
7.98
10.20
22.40%
12.53%
9.81%
Return on Equity
9.25%
33.93%
43.39%
0.29
0.14
0.11
22%
13%
10%
Rs.520,026
34
35