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Project Report in Business plan

Assigned by: Maam Haleema Memon


Assignment done by: muhammad sharif
Rollno 14cs30

Date: 26/Aug/2017
T`able of Contents
Introduction .................................................................................................................................................. 3
Product idea: ................................................................................................................................................ 3
Reasons to choose product: ......................................................................................................................... 4
Objectives: .................................................................................................................................................... 4
Market segmentation ................................................................................................................................... 5
1. Geographic segmentation ...................................................................... Error! Bookmark not defined.
2. Demographic segmentation ................................................................... Error! Bookmark not defined.
3. Psychographic segmentation ............................................................................................................... 5
4. Behavioral segmentation...................................................................................................................... 5
Targeted market: .......................................................................................................................................... 5
Marketing mix............................................................................................................................................... 5
1. Product ..................................................................................................................................................... 6
i. Features: .................................................................................................................................................... 6
ii. Style: ......................................................................................................................................................... 6
2. Price .......................................................................................................................................................... 6
3. Promotion ................................................................................................................................................. 6
4. Place ......................................................................................................................................................... 6
Choosing a differentiation and positioning strategy .................................................................................... 7
1. Identify a set of possible competitive advantages ................................................................................... 7
2. Choosing the right competitive advantages ............................................................................................. 7
3. Selecting an overall positioning strategy.................................................................................................. 7
4. Developing a positioning statement ........................................................................................................ 7
SWOT analysis .............................................................................................................................................. 8
Expected and augmented Value chain elements 9

Financial analysis .......................................................................................................................................... 9


Introduction

Product idea:
It sounds a bit techy regarding the product but we found it very convincing and easy for business to
have such product for their customers, surely it will give consumer a good value of its money they are
paying off.

Keeping certain problems in mind and experiencing ourselves that if there could be a solution to it
and its advancement, we brainstormed and we got it. The idea is to create convenience and
effectiveness within the restaurants of Hyderabad and entirely Pakistan (Soon).

We are introducing Techypack (make an order please) device, this device is actually a company
restaurant fitted software tablet that is going to be attached to the tables of consumers to order
their food directly from table without getting any waiter in surrounding.

Sounds different and sounds great, Techypack has never been introduced in Pakistan, especially in
Hyderabad where businesses are growing rapidly and new induction of food industry is growing, we
think we are going to help them perfectly with this product idea.
Reasons to choose product:

As being a foodies and consumer of several restaurants:

1. It is an amazing launch we see that it will satisfy customers expectations.


2. As being a consumer I would feel that my money spent on such place is worth it,
3. As well it is unique and will create new attribution of restaurants.
4. It will help in gaining customers as there will not be any delay in putting order.

As a company, following are the reasons for selecting the product.

1. Being forward the device is a time cutter for restaurant and consumer.
2. There is a very good growth opportunity for such product in the growing industry.
3. Foodies are everywhere and they are growing by time, we like to help them out by creating
their own dinner bucket on the table.
4. Best part about product is that you can order through table, pay through table, and provide
feedback through table, only few clicks away.

Objectives:
1. To satisfy the need of target market (Businesses)
2. To satisfy the need of consumers indirectly.
3. To provide and effective and efficient technology to support consumers food selection
4. To increase quick and effectiveness of restaurants.
5. To assure that more time is cut within serving and order taking.
6. Waiting for waiter issue is solved with this device.
7. Customers can order their food in the comfort zone.
Market segmentation
In order to be customer driven and customer focused, we divided the consumer market into different
segments. Market segments have been made on the bases of following variables:

1. Psychographic segmentation
2. Behavioral segmentation
1. Psychographic segmentation: The device is basically for both business holders
and then business holders implementing it to their restaurants, for consumers who like to
have good food in no time and want to be in comfort zone like ordered food now they
dont want delays or want to order first.
2. Behavioral segmentation: we are focusing more on foodies and hence designing
product software as user friendly it could be and as much theme based it can be, target are
people who are more into eating food and rushing out to dine out.

Targeted market: We have only target restaurants in Hyderabad who have good ambiance and
gives right product to their customer.

Family Restaurants

Restuarants

Any food Lover

Product Restaurants who can


purchase and implement.

Clubs/ Cafes

Marketing mix
In order to get more customers and promote our product, weve worked upon four Ps which
include:

1. Product

2. Price

3. Promotion

4. Place
1. Product
i. Features: The Tablet features with different food categories that a restaurant will put and
different options for consumers like; Order making, checkout, feedback and feed forward options..

ii. Style: The style of tablet is simple and user friend with not much of the buttons yet two main
buttons; one for power on and one for the security a shutter will secure the tablet from children use.

iii. Design: It is more like common tablet we use often in the house so it wont be difficult to use yet
the design will be restaurant theme based and menu inside the software will be unique as it will be
changed according to the events.

2. Price
There wont be anything like market penetration while it will be market development as new core
product has been introduced and it is a B2B product hence the pricing will be under the company
requirements that can be fulfilled with customization of menu and its software.

There isnt any competition in the market so we are going to provide basic one server and tablet for
rupees 50,000 which will have one server tablet to the manager or the kitchen head to serve order
and monitor records and other on the tablet, hence each extra tablet will cost 15,000.

3. Promotion
We have integrated sales force team with marketing department hence it is going to be a BTL
promotion in which salesman are going to approach the business holders or restaurant owners to
purchase the product will full selling process strategy and a prototype with them to ease the selling
issue. Not much of the advertising will be done hence.

4. Place
Our channel will not be more than 2 or 3 channels, basically our first channel would be our own
companys sales force team and other channels would be affiliating with other sales force companies
who can keep their commissions.

Other than that our email system will launch email blast to restaurant owners and managers
introducing our product through graphical content, and cold calls would be make too.
Choosing a differentiation and positioning strategy

1. Identify a set of possible competitive advantages


On table order taking, billing, feedback, calls a waiter option (no shouting).

2. Choosing the right competitive advantages


On table order taking, billing, feedback, calls a waiter option (no shouting).

3. Selecting an overall positioning strategy


The overall position strategy is simple and we are confident enough that this is going to directly hit
the customers mind and perception regarding restaurants rich attributes, as we go into restaurants
we normally shout or call waiters by sending them signs through hands as well there is a bit of rush in
waiters mind and consumers feel that they came first and need to be served first so out product
works perfect here as no one has to call or shout for the waiter you can easily have your waiter called
by single option or you can order your food within the tablet as well cash out instantly.

4.Developing a positioning statement

Consumers feel that they came first and need to be served first so out product works perfect here as
no one has to call or shout for the waiter you can easily have your waiter called by single option or
you can order your food within the tablet as well cash out instantly.
SWOT analysis

Strengths Weaknesses

Easy and consumer friendly Lack of product awareness in market


Order taking from tables Untested product in the market
No waiting for consumers Customers might not get easy in use
Waiters are effective
First mover advantage
Easy adaptability
Can be customized

Opportunities Threats

Lack of similar product in market Competitors in market


Can be upgraded for online purchases Easy induction of technology
Increasing demand for portable devices
Expanding technology
Big and attractive market
Rising industry market
Financial analysis
There is a team working for the product launch, only one is the risk taker who is investing the money,
our total expenditure is 10 lac for the office opening, 5 lac for software development and affiliated
with a hardware making shop who will create tablets for us and pricing is per sale done for the shop.

Given below is brief information about the companys financial decisions.

Cost of production: Our software is pre-developed for every kind of restaurants basically they all
follow same setup so we have designed a standard format that everyone will adopt, the cost of the
software is 5 lac rupees and additional every tablet that we sell will cost us 8 thousand rupees.

Marketing expense: we are hiring sales force team in which there will be a team of 8 people with
salary and commission package, every sales person will be given his territory and package of 15
thousand rupees plus 2 thousand rupees per sale.

Miscellaneous expense: we kept Rs.10,000 for various expenses such as transport expense,
administrative expense, general expense etc.

Expected revenues: we have initially stocked just a software for product and 50 pieces of tablests
which we are selling at the price of 15,000 and with one server which is for 35,000 .The total cost
that will be incurred till the final development of initial 50 units is estimated to be Rs.400,000
excluding the server. After selling all the initial 50 units of product, the estimated total revenue we
will earn is Rs. 750,000 excluding the server.
Financial statement
Given below is the estimated financial statement of company:

Revenue Rs. 750,000

Cost of production 400,000

Gross profit 350,000

Marketing expense 136000

Other expenses 10000

Net profit Rs.204,000

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