Dr A.P.J.

ABDUL KALAM TECHNICAL

UNIVERSITY LUCKNOW

A
Project
Report On
Innovation Idea for Product & Services
TOPIC:- BUSINESS PLAN RESTAURANT

UTTAM GROUP OF INSTITUTIONS

Submitted By:- GAURAV

DIWAKAR
MBA 1st Sem.

2006170700035 GAURAV DIWAKAR

 Executive Summary ................................................................................4
Added Value ........................................................................................... 4
Keys to Success .................................................................................... 4
Objectives ............................................................................................... 4
Company Summary .................................................................................5
Start-up Summary ................................................................................. 5
Locations ..................................................................................................6
The form and financing ........................................................................ 6
Management .......................................................................................... 7
Kitchen Cost control ............................................................................. 7
Layout ...................................................................................................... 7
Internal and external relationship ....................................................... 8
Risk analysis .......................................................................................... 8
Product and Service ................................................................................9
Product .................................................................................................... 9
Gift box .................................................................................................. 10
Service .................................................................................................. 10
Market Analysis Summary ................................................................... 11
Industry analysis.................................................................................. 11
PEST analysis ..................................................................................... 11
SWOT analysis .................................................................................... 12
4.3 Competitors ................................................................................... 14
Product Position .................................................................................. 15
Marketing Strategy .............................................................................. 16
Advisement Promotion ....................................................................... 17
Market Segmentation ......................................................................... 18
Strategy and Implementation Summary............................................. 18
Sales Strategy ..................................................................................... 18
Competitive Strategy .......................................................................... 20
Integration Strategy ............................................................................ 20
Franchise .............................................................................................. 21
Relationship Marketing ...................................................................... 22
Strategic Alliance ................................................................................ 22
Management Summary........................................................................ 22
2006170700035 GAURAV DIWAKAR
 • Acknowledgement
I am using this opportunity to express my gratitude to everyone who supported me throughout
the course of this MBA project. I am thankful for their aspiring guidance, invaluably
constructive criticism and friendy advice during the project work. I am sincerely grateful to
them for sharing their truthful and illuminating views on a number of issues related to the
project.

I express my warm thanks to for their support and guidance.

I would also like to thank my project external guide and all the people who provided me with
the facilities being required and conductive conditions for my MBA project.

Thank you,

2006170700035 GAURAV DIWAKAR

 Executive Summary

Flower Restaurant is an interesting and new type of restaurant cooking food with
flowers as ingredients. The restaurant is also going to provide a brilliant and
relaxing atmosphere for people,

The start-up management team will combine expertise manager and the chefs.
They need to have at least several years’ experiences on restaurant. With the
development of the restaurant, we will keep inviting more expertise managers.

Added Value

1. Providing unique food, excellent services and elegant environment.

2. Enhance health, prolong life, cure illnesses and improve physiological
functions. 3.Making people to learn more about the flora catering which can lead
the booming of this industry.
4. Promoting local economy and traditional Chinese culture based onsome
beneficial policies from government.
5. Reducing local employment pressure.

Keys to Success

1. Keep developing new customers.

2. Using Customer-Relationship Management to keep customers.
3. Through making advertisements to make the marketing of the products
and brand.
4. Build the first-class marketing channel.
5. Employ and Train workers to first-class.
6. Establish the first-class learning organization and business culture.
7. Establish long-term partnership with suppliers.
8. At the mature stage, using expansion strategy and build branch restaurants
nationally.

Objectives

1.2013:Open the first flora house in Kun Ming

2.2014 Go on promotion.
3.2015 Keep improving original restaurant, increasing the sales and net margin.
4. 2016-2019 Concrete current scale, start franchising .
5.2016 Become a well-known brand, reaching the target of net margin.
6. 2016Expand the restaurant to other regions.
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 7. 2016Cooperate with the flower breeding base to invest developing holiday
resort contains flora catering, flower health care and flower growing.

Company Summary

The restaurant is going to develop into a name-brand restaurant with unique food
characteristics and establish a leisure resort leading with the flower health care.
The restaurant will offer customers with honest care and comfortable enjoyment to
make customers to enjoy first-class food, service and environment. Flora catering
contains various nutrients and trace elements, it has some medicinal and health
care functions, it can also enhance the people’s physique and prolong people’s life.
The restaurant will lead the catering trend of 21 st century, bringing the idea of flora
health, culture and leisure to the customers.

Start-up Summary

The start-up expenses contains rent, facilities, expenses on marketing, sales and
promotion, building website, license and so on. The start-up assets include tables,
chairs, kitchen facilities, various utensils and computers

Start-up
Requirements Unit: RMB
Start-up Expenses
Legal 10,000
Rent 8,000
Facilities 50,000
Marketing, sales and promotion 10,000
License 3,000
Other 50,000
Total Start-up Expenses 131,000
Start-up Assets
Cash required
Start-up Inventory 60,000
Other Current Assets 50,000
Long-term Assets 10,000
Total Assets 120,000
Total Requirements 251,000

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 Start-up Funding Unit: RMB
Start-up Expenses to Fund 131,000
Start-up Assets to Fund 120,000
Total Funding Required 251,000
Assets
Non-cash Assets from Start-up 0
Cash Requirements from Start-up 120,000
Additional Cash Raised 0
Cash Balance on Starting Date 120,000
Total Assets 120,000
Liabilities and Capital
Liabilities
Current Borrowing 0
Long-term Liabilities 50,000
Accounts Payable (Outstanding Bills) 0
Other Current Liabilities (interest-free) 0
Total Liabilities 0
Capital
Planned Investment
Parents 100,000
Other 0
Additional Investment Requirement 0
Total Planned Investment 100,000
Start-up Expenses 131, 000
Total Capital 31,000
Total Capital and Liabilities 120,000
Total Funding 251,000

Locations

The location of the restaurant will be near to the international exhibition center in
Kunming. The size of the restaurant will be about 150 square meters(Estimation).
It has good environment which is very quiet. It also has a beautiful view of Dian
lake. It has a convenient traffic system and it is only ten minutes from the
downtown area. Besides, it is next to the wealthiest area and there are many
famous entertainment places around there.

The form and financing

Form
The restaurant will be limited liability . When it is developed into a certain large
scale, it will be switched to share company which can help the restaurant to
develop.
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Financing

A. Main source: The owner’s money, relatives and friends. The individual person
will be regarded as the investor, they may not directly take part in the operation
and management of the company, but they will enjoy the stock dividends.
B. Apply patent of the product and develop technology:The restaurant will take
Institute of Food Science and Technology of Kunming University of science and
technology as the technical background asking to them to help developing products
and technologies, then it could apply loans from the bank.
C. Keeping good reputation, caring about the preferential policies released by the
government: Good credit and social reputation are valuable for a business. With a
good reputation, the restaurant could attract many social investors.

Management

Archive
This is the most basic thing. It contains personal profile,quitting time, the reason
for leaving, where did they go and what they are doing now. It is very important to
record their contact methods and let the managers to communicate with them
periodically so that they could be used in the future when the restaurant is
developing. This can help to decrease HR cost and they could be taken as the HR
reserve.
Performance
For the employees who is in charge of ordering food. The restaurant will reward
them based on their sales performance and they can get commission on different
dishes they sell.
Management Software
At the mature stage, the restaurant will develop a software which is used to
manage employees.

Kitchen Cost control

Kitchen is the core of the business and it will decide if the restaurant will success or
not. It is very important to establish the business stage and create name-brand
business, it needs long term investment, therefore, it needs detailed management
regulations and management team. It has to realize unified standard, size, and
process so that the business can increase efficiency, decrease cost to guarantee
the food standard, quality and service speed.

Layout

The restaurant will employ the best professional designer. The philosophy of the
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restaurant is trying to fully use each space and make everywhere exquisite˚
The temporary plan is:
A. Kitchen and Pastry ( Open up), tea show area, normal areas, VIP rooms. The
plan is supposed to be reasonable to guarantee customers ‘ privacy will not be
interrupted.
B. The main color will be decided later and by the designers.

Internal and external relationship

A. Establish long term and stable partnership with the flower growing bases in
Kun Ming˚Choose a suitable one to develop as the flora health resort.
B. Searching for other restaurants that have the similar services and cooperate
with them and study skill from them, if it is possible we can also purchase local
flora products.
C. Keep good partnership with the investors.
D. Keep expanding social reputation, get the help and support form media,
community and public.

Risk analysis

Market Development Risk

Currently, people may don’t know what is the flora products and they might not try
it, this is a big risk. We have to use marketing, public relationship and
advertisements to lead consumption idea.

Competitors Risk

In the process, there will be many competitors or imitators because this is a new
industry with brilliant perspective. Therefore, it is very important to hold on the core
competence, keep making innovations, keeping old customers, building high
reputation and influential brand, increasing image of the business.

Operation Risk

During the operation, there could be many risks such as supply problems, public
activities fail to attain expected effect, lack of capital and so on. Therefore, in order
to avoid these risks, we need to make adequate preparation: training employee,
establish learning organization, guarantee financing. Besides, it is very important to
communicate with the customers and partners, strengthen HR management and
the business culture building to make the employees have the sense of
proud ,belonging and independence, we could reduce risks through these ways.

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 Financing Risk

At the very beginning of running the business, as the money is limited, it is very
important to build credit and reputation to try to get capital from different sources.

Skill Risk

During running the business, some core skills could be revealing caused by the
employees outflow. To solve this problem, we will buy related patented skill and
assign with employees with confidential clause to reduce the risks of quit of the
employees˚

Product and Service

Product

1.Flora food
The restaurant will use flowers as ingredients to make various dishes.
2.Snack
Snack is a unique characteristic of the restaurant, before or after the meal or when
people are discussing issues, we will offer flora deserts to let them feel this
characteristic.
3.Porridge
In Guang Zhou city China, it is given the name “King city of the porridge”, there are
mangy types of porridge which is very popular. We could imitate them using
flowers to make porridge to attract our customers.
4. Flora soup
In China, soup is a traditions, Chinese people always drink Soup before a meal,
therefore, we will push out tasty soup as another characteristic.
5. Flora drinks
When we are running the restaurant, except the normal drinks such as beer,
beverage, we will also provide new kind drinks using flowers such as flower tea,
flower alcohol.
6. Various sets of Flora food
The restaurant will offer different sets of flora food to our customers, such as rose
set which means all of the dishes, drinks, snacks, soup are made of rose which is
another unique characteristic.

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 Gift box

1. The colorful effect

The color effect on the customers can not be described with figures and words, but
we could see the effect in practice.
2. Fragrance
The fragrance spread out from the flowers can bring some pleased feelings to the
customers, therefore, it is helpful on illness recovery and prevent from some other
illness.
3. “Happy Family” gift box
On Chinese traditional festivals, we will develop gift box called “Happy Family”
which use lily as the ingredients to make snacks and make them into flower shape
which means the whole family will get pleasure and happiness. The gift box will
also include the blessing note from the restaurant: ”Hope your family could be
happy on this special occasion.”
DIY( Do it yourself) note will also be included in the gift box on how to make a
special fragrant tea(the whole process). The DIY also contains the arrangement
and the schedule of the tea ceremony of the restaurant.
4. “Rose date” gift box
Using rose to make the heart shape snacks and cakes and rose tea. It will also
include the bless note with “Wish all the lovers will be sweet forever”.
5. “Elixir of love” gift box
Using the chrysanthemum to make the round snacks,the chrysanthemum tea with
bless note “Hope you could be happy and family could be always together”. It will
also include DIY note with making process of the chrysanthemum tea.
6. ”Happy everyday” gift box
Everyone likes enjoyment and what they care about the most is that they could get
a relax after busy work. In this case, we will offer them well-made snacks made by
chrysanthemum and Ba Bao tea.There also will be some bless from the restaurant
“Please do not forget to take a rest when you work too hard”.
The DIY note will include the whole process of Ba Bao Tea making and the most
appropriate time for friends enjoyment , we will come up with the main dish
”Happy to the most on holidays”.

Service

Flower Resort

After making a certain profits, our restaurant will develop new service: Flora Health
Care Resort

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 1. Flower visiting and enjoyment resort
We are going to develop a new agricultural industry which combine plant growing
and flower visiting resort. We will establish a large base, breeding different types of
flowers for visiting. This can provide consumers with a funny place to enjoy
themselves. At the same time, tourists can enjoy our flora food here and cook the
food themselves under instruction. At the same time, this base can also provide
raw materials our selves.
2.
Enjoyment and Business
Conference Garden area
There will be a place surrounded by the flowers which can relax customers’ life.
They can also drink tea, coffee and some other flora drinks.
Conference and Restaurant
It will also provide large and comfortable conference room for business meeting.
We will also provide restaurant service.
Flora Spring Bath
The spring flora bath could provide many minerals and elements that can give our
skin the best care. Therefore, we could enjoy ourselves in the Spring bath. We will
give people specialist instruction.

Market Analysis Summary

Industry analysis

There has been a long history of flower food in China. In recent years, it is
becoming a worldwide fashion using flowers as the ingredients to make various
food , flora food is becoming a new trend. Besides, there are also some other
countries using flowers as a way of health care.

In recent years, on the beverage market, natural flowers and plants are booming,
they are with rich nutrition, no pollution and deeply welcome by consumers.
Therefore, the flora food and drinks will have a great potential market, currently, in
China, there is no an exclusive restaurant serving with flora food, therefore, it has a
large market perspective. In addition, there are not so many high-class restaurants
have traditional cultural characteristics, therefore, there could be a large
potential(Zhang Guixiang, Chi Yusen.2000).

PEST analysis

Political

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In recent years, with the increased enrollment , graduates are facing big pressure
on looking for jobs, Chinese government encourage self-employed. These years,
Chinese government begins focusing on the development of the national traditional
culture, they are making much effort on spreading and continuing the traditional
culture. However, the flower catering is a continuous traditional culture from
ancient time. Kun Ming government is now also planning on making some policies
to double the sales on retail products to support and develop its local economy.

Economic

In recent twenty years, China’s economy is developing very fast and globally.
Under the influence of the market economy and new techniques expanding, more
and more people are becoming rich. They have new ideas, deep knowledge
background, new consumption thoughts, they are very diligent, they have very
strong mental deterioration, they are and have the potential becoming the
mainstream of the international society and they will be the most important target
customers for any business. They respect top-grade consumption and they are
becoming main force for Chinese economy and consumption. But they are still at
the very beginning stage, their consumer awareness needs to be conducted.

Social

The social cultural environment contains population environment and cultural

background. Since the policy of reform and open was adopted in China, as
Kunming is a city with deep cultural background and year-round spring weather, it
has attracted many excellent people with high quality and high income. In
Kunming, the flower catering will be a new kind of characteristic in Chinese
traditional culture, there will be a potential. Under the influence of the history and
recent development of the economy, Ku Ming culture is multi-culture, it is very
comprehensive and people would like to try food with various flavor.

Technological

Also, flower catering has a long history in China but they are not becoming
mainstream. But there are many records and researches about it. They have vey
excellent traditional skills as background.
Besides, with the development of economy, there is a long development on the
flower market in recent years, with the development of flora catering techniques
extracting flower oil skills, traffic and storage skills, all of these make the flora
catering possible and gives it a large space to develop.

SWOT analysis

Strength
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Special flavor
Some flowers have good aroma and tasty when they are used to make dishes.
Health Care
In a famous Chinese ancient medical book《Compendium of Materia》, the
function of flowers has been given positively confirm, flowers can be used for body
care, beauty care, reduce internal heat, improve eyesight, regulate nerves and
body function. Each flower has the function of nourishing,we will introduce specific
function of each dish in the menu, however, for consumers, especially those with
good economic conditions and high education level, they are beginning caring
about the food safety and health. Our products could make them satisfied.
Cultural Atmosphere
Flora catering itself has long and deep culture and history in China, it takes on the
royal and literate culture which represent a kind of high class level culture.
Besides ,it is a new unique catering with special characteristics, and the restaurant
is based in a deep cultural background city Kunming, therefore, it is suitable.
Location Advantage

For the location of the restaurant, we are going to choose the place at the
downtown area in Kun Ming. The downtown area has many beneficial factors such
as entertainment, culture, leisure, sports, business, finance, information which
collect together as an business cultural circle with excellent environment, therefore,
these could make us have many target customers.

Management Advantage

We will armed with the most advanced and scientific management ideas. We have
long term strategic target. We are going to fine all the details and promote flora
catering culture, we are going to make it big. We also have our own business
culture and management theory, we are going to establish learning organization
and develop with new ideas and keep making creation. We will adopt customers-
oriented marketing management and HR management with the humanistic
thoughts.

Weakness

1. Currently, the flora catering services are not mature in Kun Ming, there are
no certain groups of customers. They have to be conducted. Some people are
not familiar with it on its flavor and health care function, and safety. It needs
some time to make the customers to accept it.
2. Lack of the capital and scale effect. There is no cost advantage. The
catering
industry is expanding sharply in recent years. Many name brands are also
expanding and increasing their marketing. It will bring us some negative effects to
our restaurant.
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bases. As the development of the flower markets in recent years, there are more
flower bases appearing nationally. The flowers they are growing are most for
gardening, gift and decoration, it is sustainable. There will be competence among
flower bases. With the development of the flora catering domestic and
international, some bases began planting eatable flowers. Currently, there are two
flower planting bases in Yun Nan and they will be our main target to start
cooperating with:
The Yuan Sheng flower planting base
It is based in Yun Nan province, it has a scale of 23 hectares. It is equipped with
different types of facilities. It has an excellent drainage system and watering
system. The weather there is warm, there is no freezing winter and hot summer but
a big temperature difference and strong sunlight. There are many international
famous flowers could be planted in a large scale and with good quality. Their
services include flower visiting, eaten flower, medicine flower and flower
ingredients(99sj, 2005).
Kun Ming Miu Si flower and gardening Limited Company
They are planting various kinds of flowers. Their main services include providing
about 90 types of eatable flowers and the recipe on how to cook with flowers. They
could provide their products with the vacuum packets in the quantities demand by
the customers and on time( Msyhhys, 2012).

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the customers’ needs such as business conference, emotional communication,

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parties. People are looking for a better atmosphere and excellent services and
good places and multiple food choice.
View customers’ needs on knowledge and information
The society is becoming highly information-based, people begin to care more about
the information. Information is becoming more and more important for people
who what to run a good business. The restaurant could provide the unique
information to attract more people and promote the marketing (Alina Maria
Andrie,2009).

Advisement Promotion

Advertisement
The characteristics are fast spreading and cover a large scale. Making social non-
profit and enterprise cultural advertisements. For the products advertisement, the
strategy is to ask famous food specialists to introduce on the TV show, especially
on aroma, color, flavor, and taste.
Newspaper and magazine
On the newspapers and famous magazines which people read regularly to
advertise the restaurant, publicizing the image of the company, marketing idea and
enterprise culture.
Publicizing internally
Publicizing at the restaurant to the customers through different types of menu,
such as menu special for today, for children, for lovers, for weekend and so on. It is
important to make a beautiful and attractive menu to impress them.
Mail Advertisement
It will make some publicize brochure, business correspondence, post cards and so
on to deliver the customers. It suitable for some special occasion such as
developing new products, activities on festivals to attract customers.
Activity promotion
1. VIP card
For Chinese people, they value their social identity very much. The VIP card will
make them feel that they are so important.
2. Gift
Give the old customers some samples or souvenirs whey they have consumed to a
certain amount.
3. Display
The restaurant will not only make the customers to enjoy food but also the services,
especially to get to know more about the flora health care. We could give them a
test and conduct them flora health care based on their different situation, they
could make the flora care themselves at home.
4.Discount
Get to know the customers’ birthdays, on the festivals and customers’
birthdays to give them a large discount.

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 Market Segmentation

Currently, in Ku Ming, there is a population of six million people, therefore, there is

a large potential market. Flora House has five target groups:

1. Businessman. For businessman, this group of people cares about the

class-level of the restaurant, when they want to discuss business they need a
quiet place. Flora House could provide them flora food with unique taste, our
excellent service and unique environment with special ethnic characteristics are
also main factors to attract them.
2. White collars. Currently, people are suffering too much stress from various
aspects, they need a place to enjoy themselves with their families and friends.
Flora House can provide them with a relaxing place to have some fun.

3. Tourists. Ku Ming is a tour city and it is called “Year-Round Spring”,

there are thousands of foreign and domestic tourists each year, Flora House
presents them with the local food culture to attract them.
4. College Students. Currently, In Kun Ming, there is about one hundred
thousand university students, for this group people they chase new and
interesting things, they always gather together for fun, Flora House could
provide them with an interesting feeling.

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Strategy and Implementation Summary

Sales Strategy

Sing-target-market Strategy
At the beginning stage, we didn’t run the business before and we are lack of
experiences, therefore, we will have a low market share . The restaurant will adopt
single-target-market strategies, targeting on the high income customers, pay close
attention to the market demand of the leisure catering and business conference,
providing unique products and services.( Li Huali, Xu Lingzhi.2009)
The strategy at different
product lifecycle
Introductory phrase
Flora catering market is a totally new market in the food industry, so far, there are
no competitors offering this type of service in Kun Ming, therefore, it will be totally
new products and services. There will be a low profits and relatively high promotion
cost. There could be some potential rivals imitating our products and services, but
it will only take up for a short period, in this case, the restaurant will use market-
skimming pricing strategy: high price and low promotion cost. There might be few

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and services; through “Word of mouth marketing”, establish a firm foundation for
the future competitive market (Li Huali, Xu Lingzhi.2009).
Increasing phrase
During this period, the sales and profits are increasing rapidly. There will be more
rivals. We are going to use the following strategies:
1. Reduce cost
Since we have the advantages of the technical support from the college and
cooperate with the flower planting base around Kun Ming, we could reduce the
cost of the raw materials.
2. Increasing quality of products and services
Gradually increasing products and services, perfecting all the regulations and rules,
establishing unique and first-class business culture.
3. Develop new market
Keep learning experiences and develop target customer group.
4. New distribution channel
Franchise to open new branches. Besides, it is important to attract new
investments, make effective control, enhance reputation, and learn experiences
during operation.
5. Reduce price
Reducing price to attract those price-sensitive customers. This is very important to
take the market share. Develop new products based on the original product range
to move towards Penetration Strategy(low price and low promotion3to attract more
customers and loyalty (Li Huali, Xu Lingzhi.2009).
6. Advertisement focus
Contact with the social media, develop public relationship propaganda, making
promotion and set up the business stage.

Mature Phrase
At this stage, sales speed increase will drop in Kun Ming, supply will surpass
demand. If the restaurant is running on well, we could become the leader of the
market. We are going to use the strategies as below:
Market adjust strategy
A. Franchise to expand markets in different regions and establish excellent
logistics system to reduce cost and make solid foundation for the later phrase.
B. Compete for competitors’ customers, increase new target market , try to
switch the potential market into the real customers.
C. Encourage customers to frequently use our services and products.
D. Invent various new utility and provide value-added services.
Product adjust strategy
A. Recreate our products and services, get rid of the old image and appear with
totally new image. Focus on brand advertisement, join social public activities,
winning for the acknowledge and favor.
B. Keep running current business and franchise , keep developing the resort
area and make some publicity to attract the investors and partners to reach “All
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 Develop the supply chain

It is very important to develop the supply chain, especially on the foundation of the
information network.
We will gradually establish and develop our supply chain system. At the very
beginning, the raw materials supplying of franchising restaurants will transform
from headquarter supplying to the specialist suppliers. Information network can
help the franchising restaurant to introduce customers to each other, they can book
materials each other and share information and promote together. The restaurant
will establish its website and make it known to the news media and Internet,
delivering the dynamic information of products and services to each other.
The supply chain strategy is to assure the acquirement and transportation of the
raw materials, supply of the products and services, and the ways and
characteristics of the product delivery and the after sales service. From the
perspective of the value chain, it explains what is supposed to do on management,
delivery and services.
In order to realize the strategy matching, the restaurant consider the function
strategy of every part in the Value Chain and to make sure that these strategies
could coordinate with each other well supporting the company’s competitive
objectives. Besides, the secondary strategies such as purchasing and stock
strategy should follow closely to the reaction of the supply chain. (Canyin, 2010)

Franchise

Control Franchise
The restaurant will control franchise strictly. Exam and choose the candidates
carefully. The franchise must fit our brand position, market target, location
requirements and so on. It is impossible for everyone to franchise for the “Scale
Effect”. The philosophy is to establish solid foundation. It is also important to
enquire the characteristics of the market and industry, to attain the position that all
the new franchise are succeed to increase the market share and win the
customers. Spreading Culture
As the culture is the soul of a business, franchise should also focus on the culture
spread. There are three main aspects to spread the culture: Firstly, the
comprehension and action of the employees. Secondly, the customer accredited,
acceptance, love and spread of the customers. Last but not least, the social
attention. The restaurant will use marketing, HR management ,public relationship
and other methods to spread.
Contract Bind and Inspection
The restaurant will contract with those who would like to franchise according to
the law clauses which refers to the franchise right and fee, the product and service
control, instruction and training, confidential items and so on. Besides, it is also
important to set up inspection regulations which include regular monthly inspection,
head office inspection and the annual inspection.
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some other services such as purchasing, marketing, legal service and son on.
The chief chef will be responsible for the kitchen management such as food
making, raw material purchasing and so on. Except them, we will also employ
three servants, two other chefs , a chef helper.

With the development of the restaurant, we are going to expand our management
team such as employ specialist financial clerk and so on.

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Personnel Plan

Flower Restaurant will be responsible for all employees. The restaurant will train
outstanding employees, improve their abilities, stimulate their potential, enhance
their cohesion to make them better serve customers.

We will adopt the idea of employee-centered management, we will arrange the

most appropriate work to them based on their competency, expertise, interests. We
will take the characteristics and values of employees into account, using scientific
training and motivational management approach, through a comprehensive
employee development and business culture to fully mobilize employees and bring
up their enthusiasm.

The following is the forecast personnel expenditures for the first three years

Personnel Plan
Unit: RMB Year 1 Year 2 Year 3
Manager 60,000 60,000 84,000
Chief Chef 48,000 48,000 60,000
Chef 1 42,000 42.000 48,000
Chef 2 42,000 42,000 48,000
Chef helper 24,000 24,000 36,000
Servant 1 36,000 36,000 42,000
Servant 2 36,000 36,000 42,000
Servant 3 36,000 36,000 42,000

Basic Management Principle

HR is a kind of strategic resource. Creation of human resource is the source of

the business profits. To stand out of the crowd, it is necessary to have a large
amount of talents to work for the business. The restaurant will train employee to be
excellent , enhance their capabilities, motivate their potential abilities, enhance
their coherence to better serve the company.

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solutions. This is useful on training them to breed their ability of independent
thoughts and creation. In addition, this is much more impressive.
Accompany Learning
This is to arrange employees to work under the instruction of their masters. They
have to both observe and instructed by the masters to learn how to work, the
masters must be able to answer the questions, so every time when they are
learning, they could learn from each other together.
Open Learning
This is a kind of method which can give the employees enough freedom, the
employees could choose freely on the time, contents, learning methods and so on.
Learning in Activity
The restaurant could hold some activities from time to time, so employees could
get more chance to learn. This is kind of method which is away from the work and
communicate with relax. The employees could also deeply comprehend our
culture.
Alternate Learning
Arrange employees to act as the customers or to be the leading position to ask
them to come up with some demands on their original own demands. From this,
they could better understand the business culture.
Mutual Learning
Invite some customers to act with us to get more information from them and make
improvement on certain aspects.

Mechanism of Allocating Employee

For the reason of development of the company ,the need of the changing of the
industry environment ,the employee turnover and some other reasons, there must
be unbalance on the demand and supply of the company’s human resource.
Therefore, it is very important to have an effective employee allocating mechanism.

The method on HR shortage

A. External Employment
When strategic arrangement needs a large amount of employees and internal
arrangement is not enough, it has to adopt external employment. The method: Job
Market, TV, Newspaper, Internet, Campus and so on. For specific position title, it
depends on the position requirement.
B Internal Employment
For the high position , the restaurant will use open competence to give opportunity
to all of the employees in the business. If there is vacancy on the high position, the
first choice will be internal employment, if there is nobody suits for the position,
then it has to use external employment.
C. Internal promotion
When there is vacancy, its best and capable employee will take the place.
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insurance ,work meal, uniform, festival gift, health inspection and so on. For those
technical employees ,management specialist and so on who make special
contribution will get some other welfare.
1. Non-economic salary: Holidays.
Emotional Motivation
Everyone has emotion and hopes to get respect, trust and understanding from
other people. The restaurant will suggest administrative staff to make friends with
the employees and try to understand each employee, trying to find the merits of
everyone and praise. It is important to hold meetings regularly and make
employees to have mutual communication. The administrative staff has to give
support employees from emotion and solve their problems and give them good
suggestion and conduct.
Self-value motivation
Make employees to join in the management work, give them some important and
challenged task to let them complete themselves or with help to make the feel the
pleasure of success and feel personally their contribution to he company so that
they could feel their personal value.
Expectation motivation
Each employee has his own expectation. For those people who work hard and
have good performance but cannot fulfill their expectation, their positivism will be
sharply cut off. Personnel shift is a good way of motivation, For those employees
who perform well, the restaurant will shift their position and motivate their
enthusiasm.

.6 Performance
6 appraisal

This method will be combined with the motivation to give reasonable salary
arrangement and position change. Besides, it is important to let the employees to
understand their appraisal to make them find shortages to increase their positivism
and work efficiency.
Appraisal aim
A. Improve employees’ performance to attain their management objective to
increase their job satisfaction and future achievement.
B. The appraisal result is to give feedback, rewards management, position
arrangement and work improvement.

Appraisal Principle

A. Consistency:During a period, there is not big change on the appraisal

contents and standards, at least, it should keep consist within one year.
B. Objectiveness: It is important to reflect the real condition to avoid halo effect
and biases.
C. Fair: The unified standards will be to all of the employees on the same positions.
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 D. Openness: The result is supposed to open the public

Appraisal Content

Important task
The important tasks that complete seasonally, the focus will no more than three
and the task allocator will do it.
Position task
Work contents that have been described as in the work position.
Job attitude
This refers to association spirit, positive attitude and so on.

Financial Plan

Funding Requirement and Uses:

The first round funding will be used to rent the place of the restaurant purchasing,
decoration and all kinds of start-up expenses. The start-up funding 500,000 is from
family.

Important Assumptions

Chart: Sales Assumption

Sales
140 Assumption
120
100
80
60
40
20
0
2013 2014 2015 2016

Chart: Gross Margin

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 1000000
Gross
Mrgin
800000

600000

400000

200000

0
2012 2013 2014 2015

Break-even Analysis

Break–even Analysis
²,²50 , 33,750

²,000 , 30,000

– 500 1,000 1,500 ²,000 ²,500 3,000 3,500 4,000

Income £rom sales Total Cost Total Cost

Break–even point Balance Indicator

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 Projected Profit and Loss

Year 1 Year 2 Year 3

Cash Received

Cash From Operations 350,817.00 501,769.00 752,418.00

Cash From Sales
Cash from Receivables
Subtotal Cash from Operations 350,817.00 501,769.00 752,418.00
Additional Cash Received 102,000.00 250, 400,000.00

000.00
Sales Tax received
New Current Borrowing
New Other Liabilities
New Long-term Liabilities
Sales of Other Current Assets
Sales of Long-term Assets
New Investment Received

Subtotal Cash Received 350,817.00 501,769.00 752,418.00

Expenditures Year 1 Year 2 Year 3
Expenditures from Operations 271,397.74 390,389.03 500,556.24
Cash Spending
Bill Payments
Subtotal Spent on Operations 288,810.33 405,547.37 517.042.58
Additional Cash Spent 58,162.29 237,762.44 384,332.92
Sales Tax 17,412.59 15158.34 16,486.34
Other Liabilities Principal Repayment
Purchase other Current Assets
Purchase Long-term Assets
Dividends

Subtotal Cash Spent 43,837.71 12,237.56 384,332.92

Cash Balance 120,168.96 333,984.07 619,708.34

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 Appendix Questionnaire

1. Characteristics and function of Flowers

Characteristic Function
Plum blossom It against freezing Used for making sweetmeat,
and blossom greatly in and some refreshing tea and
early beverage.
spring.
Rose It enjoys sunlight and It gives people a fresh feeling.
against cold.
Chinese Rose It enjoys sunlight, has a For activating blood
good drainage function. circulation and eliminating
stasis.
Peony It enjoys cold and Make alcohol. Can be used
dry. in
Cannot bear wet. many dishes.
Honeysuckle Its color can change. Can be used to make tea
and
beverage ,and snacks.
Jasmine It enjoys sunlight, warm Used for making alcohol and
and wet. It dislikes shadow many other tasty food.
Lotus Grow in the water. It All parts could be used for
enjoys wet and hates dry. making dishes.
Lily It is very bright. Give It is nutritive. It can be used
people good taste when to make sweet food.
making food.
Chrysanthemum It likes cool and against For hot pot, the tip is tender
cold. when making food.

2. Questionnaire

Hello, I am a student of Kun Ming University of Science and technology. We are

making a research on the flora catering food. We would like to acquire your
opinions, hope that you could take some time to help us to finish this questionnaire.
This is totally confidential. Thank you for you help

2006170700035 GAURAV DIWAKAR

 References:

1. Zhang Guixiang, Chi Yusen.2000. New Traditional Food-Flower Food. Food

Science and Technology No.4, 2000.
2. 99sj.2005. Yun Nan Jiang Chuan Yuan Sheng Excellent Flower
Growing Base [Online] Auailable at: http://www.99sj.com/Article/11138.htm<>
3. Msyhhys. 2012. Yun Nan Miu Si and Gardening limited Corporation.[Online]
At:<http://msyhhys.cn.china.cn/>
4. Specialist Catering. 2008. Restaurant Management Strategy [Online] Available
at<http://www.canyin168.com/glyy/xd/canyinshichangdinawe/200810/13227.h t
ml>[Accessed 29 May 2012]
5. Alina Maria Andrie.2009. Economics and Applied informatics: Emotions
Management within Organizations,17-27.
6. Canyin.2010.Marketing Strategy Analysis of Catering Industry[Online] Available
at:<http://www.canyin88.com/baodian/12.,/0/+-/201012202166.htm> [
Accessed 29 May 2012].
7. Li Huali, Xu Lingzhi.2009. Study of Price Strategy of Catering Industry.Modern
Economic Information. No.21,2009.

2006170700035 GAURAV DIWAKAR

 CONCLUSION
Conclusion. A business plan conclusion, doesn't need to be very long, in fact,
it can be pretty brief. Your conclusion should; reiterate the opportunity, highlight
the key strengths of your plan, summarise your vision, and remind the reader why
your business is in a position to successfully execute the plan.
1. Branded cover. Include your logo (even if it's not finalized), the date, and your name.
2. Concept. Describe your restaurant concept and get the reader excited about your
idea. ...
3. Sample menu. ...
4. Service. ...
5. Management team. ...
6. Design. ...
7. Target market. ...
8. Location.

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