Executive
Summary
Target
Market
Frankie’s J is a fast food outlet with a franchise
format. Founded by four men the company priority is to create quality food.
Marketing
Analysis Summary
The objective is to become a destination spot and gain a
share of the market. Our main goal is to
run a successful fast food outlet. The key to success is innovation,
conservative approach and high quality products.
We intend using targeted marketing and sell a variety of
products. Fast Food business is profitable in Nicaragua and there are franchise
opportunities. However food spending accounts for 40% consumer expenditure.
Our target customers are low to middleclass, family units
and young adults. The target age group are those within the age of fifteen and
forty eight.
The market analysis covers young Nicaraguans, workers and
tourists. The customer base are those with active lifestyle who enjoy food and
socializing.
• Young
adults
• Middle
class
• Family
units
• Lovers
Company
Ownership and Startup Requirements
The company is owned by four men in a ratio of 25% each.
Startup requirements are legal, rent, furniture and interior. Startup
requirements are packaging, stationary, kitchen and fixtures.
Products
The company will serve a variety of food like French
fries and meat pies, sausage rolls and cakes. We will open every day and
provide a variety of food. Sales forecast per unit sales would include fast
food, beverages and merchandizing.
Strategy
and Implementation
Within two year we would open another outlet and build
capacity. Branding is an important
aspect of our business strategy. Others include quality products, marketing and
competitive pricing.
Competitive
Edge
The competitive edge will leverage on innovative
packaging, quality products. The company will use quality ingredients, highly
trained staff and offer a good selection of food.
Marketing
Frankie’s J will use promotional material, merchandizing,
and coupons to drive patronage. Other marketing strategy are printing of
flyers, posters, banners, billboards.
More marketing include brochures, signage boards,
television and newspaper publications. We will use direct mail, local magazine
publications and our web page.
Sales
Strategy
The location is very important to the success of the
business. The location is in highly trafficked area with ample parking. The
store is estimated to make $200,000 per year. Peak sales periods include
holidays like Christmas, mothers day, children day and valentine.
Pricing
Strategy
The prices are similar with those prevailing in the
market.
Web
Plan Summary
The company will leverage on web advertisement and social
media Ads. Web marketing would use adwords. SEO, link building, geo targeting.
Management
Summary
The 4 owners will share the management responsibilities.
The organizational structure are personnel, human resources manager and
purchasing manager. Others are marketing manager, kitchen staff and
administrative staff. Other personnel include busboys, cashier.
• Personnel
• Human
resources manager
• Purchasing
manager
• Marketing
manager
• Kitchen
staff
• Administrative
staff
• Busboys
• Cashier.
Financial
Plan
The private owned shares is divided equally between Rob,
Daniel, Jacob and jones. After five years the company would be listed on the
stock exchange.
Startup
Funding
The 4 founders have invested a total of $100,000 each.
This equates to startup capital of $400,000 shared 25 percent each. Startup
funding include assets to fund and Expenses to fund.
Funding
Requirement
Funding requirements are additional cash raised, non-cash
startup assets. Others are startup cash required, cash balance.
Liabilities
and Capital
Liabilities are current borrowing, current liabilities,
account payable and long-term liabilities. The planned investment is shared by
the 4 shareholders.
Break–even estimates of unit sales per month $8,000. The
monthly revenue break-even are average per unit revenue, estimated monthly
fixed costs and average variable costs.
Projected
Profit and Loss
The business is very challenging and capital intensive.
There is huge completion from other fast food restaurants. To profit we will
use aggressive marketing, advertisement, promotions, coupons and discounts.
Expenses
Expenses are payroll, depreciation, marketing, utilities
and promotion. Others are new location setup. tax incurred, interest expense.
The projected balance sheet reflects cash, long term
assets and accumulated depreciation. Assets covers account payable while
liabilities is retained earnings, paid- in capital.
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