BUSINESS PLAN ASSIGMENT REPORT green meal healthy food restaurant

BUSINESS PLANASSIGMENT REPORT Green Meal- Healthy Food Restaurant Teacher: Hoang Xuan Tung... Our Project is a start-up business plan for a healthy food restaurant in Ha Noi.. This Busin

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BUSINESS PLAN

ASSIGMENT REPORT

Green Meal- Healthy Food Restaurant

Teacher: Hoang Xuan Tung

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Table of content……….1

Abtract……… 3

Business plan……… 3

A- Summary……… ….3

I Introduction……….3

1 Name……….3

2 Source of ideas……… 3

3 Concepts……… 4

4 Differentiation……… 4

II Analysis Industry……….6

1 Market demand……… 6

2 Market Size……… 6

3 Market Structure……… 7

3.1 Competitors……… 7

3.2 New Entrents……….8

3.3 Substitutes……….9

3.4 The bargaining power of buyers………9

3.5 The power of supplier………9

III Description of restaurant ( Brand identity)……….10

1 Name……….10

2 Address of restaurant………10

3 Logo……… 10

4 Slogan……… 10

5 Size of restaurant……… 10

B- Strategy Business Model……….11

I Production plan……… 11

1 Production process………11

2 Machinery and equipment………11

1

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1 Customer insight ……… 13

2 Product……… 13

3 Pricing strategy ………14

4 Distribution ( Place)……….15

5 Promotion……….15

III Organization Plan……… 16

1 Kitchen……….17

2 Marketing……….20

3 Accounting………

21 4 Service……… 22

IV Financial Plan……….23

1 Assumption……… 23

1.1 Fixed cost……… 25

1.2 Variable cost……… 25

2 Break even Analysis……….26

3 Start-up Costs……… 26

4 Source of capital……… 27

5 Income Statements………27

6 Pro forma cash flow……….28

Conclusion……….28

References……….29

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Our Project is a start-up business plan for a healthy food restaurant in Ha Noi

The purpose of this work is to build a theoretical framework about successful

business plan writing and follow it up by writing a start-up business plan

according to the studied theory A business plan is a first important step for

starting a business and the practice of writing it will be beneficial while helping

me to learn new methods and techniques This Business plan is describing an

healthy food restaurant, which will be open on Lang Ha street, Dong Da district,

Hanoi Restaurant’s main concept is to provide clean meals that help everyone

to have a healthy lifestyle and nutritional balance This business plan covers all

the important steps when starting a restaurant: concept building, market

analysis, marketing plan, organization plan, financial planning and forecasting

and expectations Our business plan is a ready well-planed project that could

actually be implemented in the nearest.

Business plan A- Summary

I Introduction

1 Name : Healthy Food Restaurant

2 Source of new idea

Many years ago, Eat Clean appeared and was applied in developed countries

such as the US and Japan Along with the development of the internet, social

networks, food influencers, fitness influencers, bloggers, YouTubers has been

widely introduced , Eat Clean is introduced in Vietnam and becomes a clean,

healthy diet that enhances health, improving physique, skin effectively and

more popular with Vietnamese According to Younet Media, in nearly 1 million

discussions on the topic of healthy eating on popular social networking sites,

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there were 10,869 discussions related to Eat Clean, of which 866 discussed

questions about where to sell this food in the local area where they live Google

returned 278,000,000 search results for "Detox", 361 million for "Eat clean" in

the world and 89,900,000 for "Trading in nutritional food" in Vietnam.

However, this diet is only really effective when you have a scientific menu,

suitable for your condition and especially the right way to cook Therefore,

instead of cooking at home, many people have turned to Eat Clean business

locations to order meals for the whole day, week or even month.

With busy work, for processing and choosing the form of buying Eat Clean food

through online food ordering technology applications, is a trend of many

people, especially office workers.

3 Concepts

Green Meal specializes in providing clean weekly meals that helping you to

pursue a healthy lifestyle and nutritional balance Depending on your needs to

lose weight or gain muscle, you can choose the right product package at the

Order page Meals are carefully calorie-calculated and use healthy ingredients,

fresh ingredients with extensive menu designed Most of Green Meals's lunch

servings are fortified with complex carbs to ensure brain function and maintain

productivity in the long term

Green Meal restaurant will be open all day from 12:30 to 22:30 and sells

breakfast on website and applications such as Nowfood, Beamin, Foody, Grab

Food, and Gojek which are extremely convenient All meals are refrigerated to

ensure food safety during transport

Beside, we have a special customer care system, you can be consulted on a

menu that is suitable for your needs and health to have a personalized menu

We offer weekly and monthly packages with many incentives to help you save

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more If you book a monthly package, on the first delivery date the shipper will

deliver the food and send a 10% discount to you

4 Differentiation

4.1 Protective environment They have a number of policies to help reduce the amount of waste produced by

their own products:

Firstly, Black plastic containers are used in all Green Meal meals Therefore,

Green Meal has a policy of cleaning the box and returning it to Green Meal to

receive a Refund For every 10 boxes returned to the shipper, you will receive

10,000 VND back immediately These boxes will be sent back to the

manufacturer for recycling.

Secondly, Green Meal's policy is to only provide one set of Spoon and Fork per

day.

Lastly, Plastic meal bags are environmentally friendly self-destructing bags

The bag will self-destruct after 3 months in the natural environment

4.2 Food quality is always fresh and delicious:

Green Meal uses a process of quick freezing and freezing right after cooking to

help limit the growth of bacteria, while ensuring the quality of food is always

fresh

Green Meal is committed to never using frozen meals to deliver to customers

Green Meals' meals are always freshly prepared every day and kept cool

throughout the transit.

4.3 Our restaurant have a special customer care system Green food uses BMR (Basal Metabolic Rate) to calculate the metabolic rate in

your body, the total calories that you consume depending on your activities

during a day You only need to select the information on our website and

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choose your desired target, our consultation system will recommend the

relevant packages as well other combo that match your need.

Besides, we have a team of nutritionists who can answer your questions and

help you design personalized meals to suit your needs and health.

II Analysis Industry

1 Market Demand:

Needing and wanting of users: So the food industry is in continuing demand

Facing the situation of poor quality food, counterfeit products on the market,

consumers are gradually becoming more strict in their choice In the past few

years, the trend of safe, natural and environmentally friendly food has become

popular and has become a new trend in the food industry in Vietnam There are

more and more businesses and food safety chains with all kinds of items to

serve the needs of consumers.In particular, during the recent outbreak of

Covid-19, people have gradually become more aware of their family food choices,

clean, sourced foods sold at stores such as beef Many fruits are selected for

family meals.

Demanding: The AC Nielsen healthy food consumption trend report shows that

up to 86% of Vietnamese consumers prioritize choosing organic products for

their daily meals because of its safety, rich nutrition and delicious taste

Experts also say that, as people's incomes increase, demand for living is higher,

the proportion of the young population is high and the middle class grows,

consumers will gradually become mainstream consumers A green and healthy

lifestyle through the use of organic foods and clean ingredients.

2 Market Size The living standard of Vietnamese people is increasing, accompanied by

increasingly strict requirements for the safety of foods serving daily eating and

drinking needs Therefore, the scale of the clean food market is expanding and

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developing An overview of the current situation of the safe food market in

Vietnam can be divided into two main sections:

Firstly, on the safe food market Vietnam's market for safe products is still

mainly for export with more than 550 million euros (2014) The domestic

market is mainly safe food and vegetables with an estimated turnover of over 2

million Euro (2014) The total market value of safe food in the two major cities

and provinces is Hanoi and Ho Chi Minh City Ho Chi Minh City is about 400

billion VND / year (Thanh Giang, 2018) Meanwhile, spending on health of

Vietnamese consumers is showing signs of increasing, on average over 6% of

income, especially up to 47% of Vietnamese consumers are increasingly

interested in fresh and homemade food course (Nielsen, 2014) Thus, the

potential for developing safe food in Vietnam remains enormous

Secondly, clean eating style attracts the majority of groups of people aged

25-40 In this age group, most of them have a stable income and can pay for food,

although this group of potential customers spend a lot of time working, but they

still spend time for rest and relaxation Weak, always desire to maintain health

and tend to live a healthy life.

This will help keep the revenue of the project at the place of sale stable, in

addition, the special feature of this age group is that they often use food

ordering services as well as care a lot about their physique and know a lot to

organic diets Besides, the group is also targeting customers who want a

scientific and nutritious diet, who are bodybuilders or are in the process of

getting in shape and gaining muscle.

3 Market Structure:

3.1 Competitors

We have competitors that may have something in common with ours, such as

organic restaurants or vegetarian restaurants We found some restaurants in

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Hanoi that can be competitors if we think of clients that are looking specifically

for healthy food and so: My Healthy Corner, HealthWich, Godiet - Healthy &

Fresh Salad They all have different styles and menus, but have something in

common, healthy food We consider those competitors to be the most important

ones and they are similar to our business.

First of all, My Healthy Corner already has 3 restaurants in 3 districts of Hanoi,

and they are located close by: Đống Đa, Cầu Giấy, Hai Bà Trưng which is a few

kilometers away Besides, they are already on popular food delivery apps

including nowfood, beamin, GrabFood, Loship My Healthy Corner is priced

lower than the price our restaurant will have and they offer cheaper combined

menus Those are their main strengths, compared to our restaurant On the other

hand, their meal offer is different from ours and they are mostly concentrated on

brown rice and salads Also, they do not divide service packages according to

the specific needs of the user such as weight gain or weight loss, gym regimen

or not.

Another important competitor is HealthWich, it has more differences from our

restaurant, as it's closer to bread style than restaurant Their main offers are

quick meals: salads, sandwiches, soups and healthy drinks Prices

are lower than ours will be, as they focus on faster customer rotation With the

aim to provide the freshest homemade meals, they make their own breads, along

with a highly hygienic food processing system right at their stores, so they

mostly serve breakfasts and lunches HealthWhich are a well-known brand and

have a lot of loyal customers who they got during the years of operations

Godiet - Healthy & Fresh Salad is an online restaurant that is famous for food,

drink and even snacks without worrying about weight gain The restaurant

offers Healthy meals according to the Low GI Diet standard, ensuring health,

reducing excess fat and is especially delicious and beautiful Godiet applies

environmentally friendly packaging products, available on 2 food delivery apps:

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Now and grab food With 5 years of experience in the healthy food industry,

Godiet has many loyal customers and a large following with positive reviews

However, the prices of Godiet's dishes are quite high, the service packages are

not varied and unclear, making it difficult to choose.

3.2 New Entrants

As analyzed in the market demand section, we can see that the demand for

healthy products is increasing, consumers increasingly want more time-saving

solutions Besides, healthy food models are still sparse in some places or mostly

appear as handmade, small informal stores Healthy food will become a

delicious piece of cake in the future that many businesses want to join

However, our restaurant owns differences in policies, models including

protecting enviroment, customers care system, quatity of food and always

innovates These are the barriers for new entrants

3.3 Substitutes The Food and Beverage Industry has been separated into small plots leading to

a variety of substitutes Even though we have different meal offers we are

competing against each other because their location is similar to our In this

segment the customer is not someone looking for healthy food, but someone

who is in inner HaNoi and planning to eat in this area This substitutes can be

fast food such as KFC, Mcdonald, Jollibee, pizza hut, or restaurants like: phở

làng, Cơm Thố, Bún trộn, Bún đậu mắm tôm, Bún chả…

Therefore, it is necessary to promote marketing to strongly propagate healthy

eating habits, making customers remember and choose to use them.

3.4 The bargaining power of buyers (customers) Customer loyalty is a potential opportunity for business So businesses must

strive to satisfy the maximum needs of customers However, customers have so

many choices, they will often change and look for a new location to compare

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prices and quality of each product in each store.Therefore it is important to

consider choosing the right target customer segment.

3.5 The power of suppliers.

Suppliers are businesses and individuals that are able to provide us with fresh

ingredients with clear origin, with food safety certificates Example : Fresh

vegetables with vietgap certification; meat, fish, eggs, milk are clearly sourced

from reputable companies.The number of suppliers of fresh and safe food on the

market is so large The value of food is stable, the supply and demand are quite

balanced in the market So, we are under almost no pressure from suppliers.

III Description of restaurant ( Brand identity)

1 Name: Green meal- Healthy Food Restaurant

2 Address of business : Location is a really important factor, so we decided to open our restaurant on

Lang Ha street, Dong Da district, Hanoi because our target customers are

office workers and people in need of diet, we chose a location in the alley on

this road It has a lot of companies, apartments and gyms around.

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The restaurant has an area of about 100m2 And client capacity of the

restaurant’s menu dining area and terrace per shift is the following:

• 15 six-people tables = 90 people sitting down.

• 4 four-people tables in the terrace = 16 people outside.

So, in every shift the total capacity is 106 people.

B - Strategy Business Model

I PRODUCTION PLAN

1 Production process

In order to create delicious, clean and healthy meals, our store has to consult a

lot of sources of ingredients to find a place that meets the criteria: delicious,

clean and fresh to import ingredients because that is the determining factor in

the quality of dishes We focus most on the freshness and cleanliness of the

food.

Step 1: Find a food source including quality vegetables, fish, meat and ensure

the criteria the restaurant needs: delicious, clean and fresh

Step 2: Consider among suppliers to choose the best one in terms of price and

quality

Step 3: Choose and sign a sales contract within 1 year

Step 4: Food will be delivered every morning and guaranteed freshness

Step 5: Store food in the refrigerator

Step 6: Preliminary processing ingredients and cook according to the menu

Step 7: After completion, brought up service for guests or packing and

immediately bring to the chiller to bring down the temperature to near zero

(pre-order meals) This will minimize the growth of bacteria as well as keeping

the food quality high.

2 Machinery and equipment

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Kitchen, cutlery equipment would be the biggest start-up expense.

- Oven (1): Berjaya Electric Oven ( Malaysia) is used to make baked goods

in restaurants.Outer shell made of inox material (stainless steel) with high resistance to corrosion, no discoloration and metamorphosis ensure use

no matter how long there are no dangerous substances for health cling to food.

- Freezers and refrigerators (1): cooked foods are immediately brought

to the chiller to bring down the temperature to near zero This will minimize the growth of bacteria as well as keeping the food quality high

So, we choose Sunhouse SHR-F2572W2 freezer that are conveniently

designed with 2 freezer - cool compartments: the cooler has a temperature from 0 to minus 10 degrees Celsius with 5 levels of flexible temperature adjustment The freezer compartment can reach minus 18 degrees

Celsius

- European stove with 4-burner supplied by Toan Phat is imported completely from Malaysia with high durability, modern industrial design

is suitable for all luxurious European restaurant spaces.

- Cooking equipment: Pots and pans (of all sizes) with lids, Spoons for

mixing and tasting, Chef’s knives, dishware, mixing bowls, Ladles, Baking pans, Sheets and roasting pans, Towels, Rags,

3 Raw materials

- Meat: Chicken, Beef, pork

- Fish: Salmon, Tuna, Saba

- Shrimp, Squid, Eggs, Milk,

- Vegetables: olives, baby corn, tomatoes, salad, Broccoli, Cauliflower,

- Brown rice, whole wheat flour, Noodles, sweet potato

- Cooking spices: sugar, salt, olive oil, pepper, chili, honey, wine…

- Fruits: apples, bananas, grapefruit, avocado,

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4 Supplier

- Supplier of all kinds of meat: Hanoi Fresh Food - Nguyen Van Tam Private

Enterprise

Address: Ngoc Ha Market, Doi Can Ward, Ba Dinh District, Hanoi, Vietnam

 100% clear cattle and poultry origin, no disease

 Have a certificate of eligibility for food safety and hygiene

 Strict production process, HACC standard

 Fully commit to the People's Committee in writing to comply with all food safety regulations.

 Lowest pricing among businesses offering the same product quality

- Fruit and vegetable supplier: Dung Ha Agricultural Products - Dung Ha

Agricultural Products Co., Ltd

Address: No 6, Alley 354 Truong Chinh, Khuong Thuong Ward, Dong Da

District, Hanoi, Vietnam

 Vegetable products meet VietGAP standards, Dalat vegetables 100%.

 Food certified to ensure food hygiene and safety issued by a competent health agency.

 Fully commit to the People's Committee in writing to comply with all food safety regulations.

II MARKETING PLAN

1 Customer insight :

The project has a large number of potential customers aged 25-40 In this age

group, most of them have a stable income and can pay for food and drink This

group of potential customers can know about the methods of dieting but without

time to prepare It is difficult to follow the right method Or they have a need to

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lose weight but don't know how to start Some people want to start a healthy life

but don't know how to cook healthy?

2 Product

The value of restaurant always brings for customers deliciousness, health and

peace of mind when eating Because the source of clean food is grown with

strict techniques to help keep the freshness and natural flavor More than

anyone else, we understand that having good health can have all other wishes

Depending on customer’s needs to lose weight or gain muscle, they can choose

the right product package at the Order page Besides, when customers come to

our website and fanpage, they will be provided with useful knowledge about

healthy living, how to create healthy food

We are especially interested in environmental protection, one of the issues that

directly affect human health Green meal Restaurant uses biodegradable

packaging and applies customer support policies to limit the use of plastic

waste

Product forecasts

In addition to the initial values, the restaurant's products will be improved and

developed in the future with a specific plan

- Menu changes weekly to create excitement for customers A nutritionally

complete menu suitable for the number of calories each person needs in a day.

- After 6 months, we will develop a menu specifically for vegetarians.

3 Pricing strategy.

We price our products based on competitors’s prices Positioning prices equal to

or higher than competitors by up to 10% depending on the competitiveness of

each item We choose this method because it is easy to calculate and

understand We just look at the competitors in market and find the average price

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Tiêu đề	Business Plan Assignment Report Green Meal- Healthy Food Restaurant
Tác giả	Phạm Thị Hồng Diệp_CA8-093_10, Phạm Văn Công_CA8-194_9, Nguyễn Thị Huyền Chinh_CA8-182_8, Đặng Quỳnh Chi_CA8-106_7
Người hướng dẫn	Teacher: Hoang Xuan Tung
Trường học	Banking Academy of Vietnam International School of Business
Thể loại	business plan
Năm xuất bản	2021
Thành phố	Ha Noi

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