E-Sarn Man Delivery Report

I

Preface

This project is writing and planning due to studying project

feasibility and controlling, to study how prepare and what need to

know when want to start new business. Our information almost

searches on internet. This book will be include Introduction, Industry

profile, Market study, Operating study, Finance analysis, Risk

analysis and summary

I hope this book will can guide someone who blind on this court

to pass the problem. There will probably be a little bit mistakes for

some point we didn’t know if someone use this book and its wrong

we are terrible sorry.

E-Sarn Man Company

II

Table of content

Preface ………………………………………………………… I

Table of content ………………………………………………. II

Executive summary ………………………………………….. VI

Chapter 1 introduction ………………………………………. 1

Background and significance of project ……………………..….. 1

Objective ………………………………………………………… 2

Benefits …………………………………………………………. 3

Activities / Time frame …………………………………………. 4

The history northeastern of Thailand ………………………….... 6

Northeastern shared dishes ……………………………………… 7

History of papaya salad ……………………………………….… 9

Chapter 2 Industry profile …………………………………… 13

Nature of industry …………………………………..……………. 13

Type of papaya salads …………………………..……….. 14

The other northeast foods …………………………….….. 19

Situation of industry …………………………………………..….. 22

Product/Services …………………………………….……………. 25

Vision …………………………………………………………….. 28

Mission …………………………………………………………… 28

Strategy …………………………………………………………… 29

Corporate level strategy ……………………….…………. 29

Business strategy ………………………………………… 30

Function level ……………………………………….…… 31

Industry summary …………………………………………….….. 33

Chapter 3 Market feasibility study …………………………… 34

Market analysis ……………………………………………..…….. 34

III

Political ……………………………....……………….. 34

Economic ………………………….…………………. 36

Social ………………………………………………… 37

Technology ………………………………….…..……. 38

Competition analysis …………………………………..……… 40

Competitor analysis …………………………..………. 40

Customer analysis …………………………………….. 44

Competitive analysis …………………………..……… 44

STP Analysis ……………………..…….……………………… 45

Segment target ………………………………………… 45

Target market …………………………..…………….. 45

Positioning ……………………...……..……………… 48

Market mix strategy …………………………..………………. 49

Product …………………………………..……………. 49

Price ……………………………………..……………. 49

Place …………………………………..………………. 49

Promotion ………………………………….………….. 50

Sales forecast ……………...…………………….…………….. 51

Explanations ………………………………………….………... 56

Chapter 4 Investment analysis ……………………………... 57

Pre - operating cost …………………….……………………….. 57

Investment cost …………………………………………………. 59

Investment cost ………………………………….……… 64

Investment depreciation ………………………………… 67

Chapter 5 Production and operation analysis …………….. 82

Product characteristic …………………………….…..………… 82

Type of papaya salads ……………………………………...….. 83

Type of grilled ……………………………………….………… 87

Other ……………………….…………………….…………….. 90

Product process ……………………………………….………... 95

Service process …………………………………….…..………. 96

IV

Process and packaging ……………………………………….. 97

Raw material …………………………………………………. 97

Labor and worker …………………………………….………. 99

Operation cost ………………………………………………… 101

Chapter 6 Administration analysis ………………………. 105

Organization management ………………………………….. 105

Organizational structure ……………………………. 105

Logo …………….………………………………….. 106

Organizational cheat ……………………………….. 106

Office staff …………………………………………. 107

Office equipment and supply ………………….…… 108

Office investment and depreciation ………….…….. 110

Administration cost …………………………………………. 115

Chapter 7 Financial analysis ……………………………. 119

Cost of project …………………………………………….. 119

Financing statement ……………………………………….. 121

Income statement …………………………………. 121

Cash flow statement ……………………………….. 126

Balance sheet ……………………………………… 131

Break-even point …………………………………… 136

Chapter 8 Risk management ……………………………. 137

External Risk ………………………………………………. 137

Political ……………………………………………. 137

Economic ………………………………………….. 138

Social / Cultural ……………………………………. 138

Changing in Technology …………………………… 139

Analysis competitor by five forces …………………………. 140

Rivalry among existing competitors ……………………….. 141

Bargaining power of suppliers ………….………………….. 142

Bargaining power of customers …………………………… 142

V

The threat of substitute product ……………………………… 143

Threat of new entrants ………………………………………. 143

Advantage / Disadvantage in competition ………………….. 144

Internal Risk ………………………………………………… 145

Integrity risk …………………………………………. 145

Human resource risk ………………………………… 145

Risk Analysis for project feasibility ………………………… 148

Chapter 9 Financial Feasibility Analysis Summary …….. 174

Financial Assumption ………………………………………. 174

Income Statement …………………………………………… 174

Cash Flow Statement ……………………………….………. 175

Balance Sheet ………………………………………………. 175

Net Present Value ………………………………………….. 176

Return an Investment ……………………………………….. 176

Reference

VI

Executive summary

Our business is selling E-Sarn food such as som-tam, roast

chicken, spicy soup and many products about food in the center of

Bangkok which had a lot of population and rush life style. Normally

E-Sarn food is ordinary food for Thai people but there image is low

too. It’s challenging to change product image to be better however we

can like changing E-Sarn food to be E-Sarn man delivery which bring

E-Sarn food with high class standard to the front of your door. To

difference from other E-Sarn food we use high quality of raw material

to cooked every process is clean and safety. To response rush life

style of Bangkok population we have delivery service to safe

customer times. Promotion of our business will be place on handbill;

Advertise will be on internet and radio. From all elements we trust E-

Sarn Man Company will catch consumer mind and survive in hard

competition market. Now our business is ready to compete with other

competitor with good quality and fast serving we trust we can beat

competitor and get sharing in the food market. Our business open to

all investor to invest with us we surely we can get 1.2% of market

share in 5 year investor will receive dividend for 15% after pass years

one.

1

Chapter1

Introduction

1. Background and significance of project

Food is a factor of 4 in human life, food is essential to make a living. There are many

different types of foods, both savory and sweet food. Food gives you an advantage and

disadvantage to health. We need to eat in all 5 groups in every day. The body needs to eat

foods that are beneficial to health vegetables, fruits, meat and whole grain is a food which

gives energy naturally. Everyone needs to eat foods every day. Food is an important part of

the commercial activities of living.

At present the store's in front of MAE FAH LUANG UNIVERSITY has expanded

greatly increased and increased in number of restaurants make a high level of the

competition. Food is a main factor to make a living. Consumers also have the option of eating

in each meal. What consumers want but there are few people in this area that cannot eat at

normal time. And a few people who do not want to eat outside. Due to hot weather or heavy

rain and very cold weather (in winter) at sunset, we focus our service delivery to consumers

and to meet the time.

Isan food is popular in this area. The food is similar to local people about this as well.

It's much easier to access. All about the benefits high energy to life on a daily basis. East, the

2

taste of the food is hot or spicy Isan people say "sab"Taste of northern and northeastern

similar but not identical. We need to make a delicious meal, but about real people north. The

use of fresh ingredients. And how to cook the right way. We need a fresh and new all the

time for the consumer. However, the fast service. Clean and hygienic. It is the lifeblood of

our company. We can tell the consumer that We would like to be part of living comfortably.

Delicious to go with our food. And to feel like the prices are affordable and available to us.

2. Objective

Understands about the business delivery.

Understands about opening a restaurant.

Understands how to manage the model.

Understands about working with time.

Understands about today's consumer.

Understands about logistic.

Understands about advantages and comparing with competitor.

Understands about investor process and focus on profit point.

3

3. Benefits

Gain knowledge about process delivery

Able to apply the knowledge in real job in the future.

Can determine and competition in local market.

Created good attitude about business delivery

Know about process to create business and service customer.

Able to operate or manage the business to be success.

Add more experience, that over interesting.

Create thinking process to adapt for solving problem.

Provide the opportunities to get knoeledge for local people

4

4. Activities/Time Frame

Gantt chart and Time Frame of the study Activities November December January February

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1. Choice Topic

2. Searching information

Internet

3. Topic Submission

Fix problem

Search information

4. Introduction Submission

Background

Significant

Benefit

5. Study the business profile

Companies image

Logo and Brand

6. Study Analyze market

feasibility

STP Analysis

4Ps

Competitor

Advantages

7. Study technical Feasibility

Determine the

necessaryresource.

Comparing with

competitor

8.Study and Analyze the

financial of our business

Financial Annual

report

Determine cost

9. Study and management the

risk of our business

Risk Analysis and

Other

Control Risk Analysis

10. Project Advertising

5

Determine story broad

Prepare story broad

11. Writing and analyze

theReport

Evaluation

Restage

12. Checking Final-draft

13.Conclusion the

feasibilityof business and

suggestion

Require to submit paper to professor before continence to next topic points

6

5. The History Northeastern of Thailand

Isan food is distinct from Thai and Lao cuisines, but has elements in common with

each. The most obvious characteristics are the use of sticky rice that accompanies almost

every meal rather than plain rice, as well as fiery chiles. Popular dishes include tam mak

hung, or in central Thai,som tam (papaya salad), larb (meat salad) and gai yang (grilled

chicken). These have all spread to other parts of Thailand, but normally in versions which

temper the extreme heat and sourness favoured in Isan for the more moderate Central Thai

palate.

Conversely Central Thai food has become popular in Isan, but the French and

Vietnamese influences which have affected Lao cuisine are absent. The people of the region

famously eat a wide variety of creatures, such as lizards,frogs and fried insects such as

grasshoppers, crickets, silkworms and dung beetles. Originally forced by poverty to be

creative in finding foods, Isan people now savour these animals as delicacies or snacks. Food

is commonly eaten by hand using the sticky rice pressed into a ball with the fingers as a tool.

Soups are a frequent element of any meal, and contain either vegetables and herbs, noodles,

chunks of fish, balls of ground pork or a mixture of these. They are eaten using a spoon and

chopsticks at the same time.

http://en.wikipedia.org/wiki/Isan


7

6. Northeastern shared dishes

The cuisine of Northeastern Thailand generally feature dishes similar to those found

in Laos, as Isan people historically have close ties with Lao culture and speak a language that

is generally mutually intelligible with the Lao language.

Kai yang - marinated, grilled chicken.

Khao niao - Sticky rice is eaten as a staple food both in the Northeast as in the North

of Thailand; it is traditionally steamed.

Mu ping - marinated, grilled pork on a stick.

Lap - a traditional Lao salad containing meat, onions, chillies, roasted rice powder and

garnished with mint.

Nam chim chaeo - is a sticky, sweet and spicy dipping sauce made with dried chilies,

fish sauce, palm sugar and black roasted rice flour. It is often served as a dip with mu

yang, grilled pork).

Nam tok - made with pork (mu) or beef (nuea) and somewhat identical to lap, except

that the pork or beef is cut into thin strips rather than minced.

Som tam – grated papaya salad, pounded with a mortar and pestle, similar to the Laos

Tam mak hoong. There are three main variations: som tam pu (Thai: ส้มต ำปู) with

salted black crab, and som tam thai (Thai: ส้มต ำไทย) with peanuts, dried shrimp and

palm sugar and som tam pla ra (Thai: ส้มต ำปลำร้ำ) from the north eastern part of

8

Thailand (Isan), with salted gourami fish, white eggplants, fish sauce and long beans.

Som tam is usually eaten with sticky rice but a popular variation is to serve it with

khanom chin (rice noodles) instead.

Suea rong hai - grilled beef brisket.

Tom saep - Northeastern-style hot & sour soup.

Yam naem, a snack made of crumbled crisp rice balls, minced pork, ginger, green

chillies, peanuts and onion.

http://en.wikipedia.org/wiki/Thai_cuisine#Northeastern_shared_dishes


9

7. History of papaya salad

All of people think “The papaya salad is a long tradition in the Northeast”. But it is

not all the true story. Because papaya salads are create on 40th year ago. Not be surprise if

you think the papaya salads are creating on cold war era. America on that time comes to

Thailand for build Quarter to do proxy war in South East Asia on that time. After America

want to build read on the northeast of Thailand for the transport equipment to a combat area.

Those people take the Papaya seeds to be planted between two sides of the road. From that

time, people in the northeast of Thailand are creating new menu in his tradition. The symbol

of people, who came from northeast of Thailand, is the papaya salad.

Nowadays everyone in Thailand country are know, papaya salad from the people of

northeast, who came to find work, on the outside northeast of Thailand. For that reason some

northeast people are open papaya salad restaurant. The main ingredient to cook papaya salad

is comprised of papaya minced, garlic, lime juice, chili and other ingredient for your cook

another papaya salad on your style. In addition to papaya salad can nourishment your body by

component of papaya salad like chili, it has effect to reduce fat in human body.

http://www.panyathai.or.th/wiki/index.php/%E0%B8%AA%E0%B9%89%E0%B8%A1%E0

%B8%95%E0%B8%B3

http://www.panyathai.or.th/wiki/index.php/��


10

Today the food companies are increase number for soling food. What does mean? It is

meaning the markets of food are biggest size. From the KBank research data tell the values of

market food are more than 8800 - 10000 million baht in year 2011. From the data analysis

this market will increase 15- 20% in next year. It is the big value for Thailand food market.

This market has 2 major types. The first is restaurant type and the second service type. The

first type is sale on the restaurant has shop. The last is service type. The main of the service

type is delivery. It has the 2 minor type 1. The first type is Delivery material for restaurant

and house. 2. Delivery instant food for person, who don't want to cook or go outside to the

restaurant. Why these service sections are interesting for Thailand markets? Because the

transition for Thailand has highly costs. For every person who was paid to go out to for lunch

or other meal. That makes Thai people like delivery service. The first delivery company in

Thailand is pizza hut. But the real first delivery company not pizza hut. That business is bento

delivery. The smaller business like proprietor, the single owner. They will cook for menu on

day by day EX. Monday will cook pork soup, fried rice and boiled egg. Tuesday will cook

pork omelets, rice and pot-stewed duck ETC. This is the delivery type from bento business.

Nowadays the Fast food companies almost use strategy like the delivery for the customer.

Those make the foods market are growth every year.

http://www.thaismefranchise.com/?p=8682#more-8682


11

Back to the small business like beanery or restaurants have more than 10000

restaurants around Bangkok. Some restaurants are selling papaya salad but many papaya

salad restaurants has problem. It is the quality of taste. Some time has felt like delicious, not

delicious and the favor is not inconstant. It is the big problem, if it from the same menu.

Some time the customer cannot go out office to have a lunch. Unfortunate for Thai people,

cost for travel in city are high and transportation take for long time. who Go to outside of

company and find good restaurants are not easy to choose qulity teate.

So we create the E-sarn Man company for delivery papaya salad for improve luxury

in papaya salad menu. Addition for our company is delivery. If you cannot go outside, we

will delivery to you inside.

E-sarn mean Local sources of food for us. When I heard from another in an instant

that we will sell anything from it and feel the spicy and delicious as a bubble of saliva. And it

is up to the Northeast.

Man means The strength of people in the Northeast. Who have to endure all the

hardships of the environment in the Northeast. It also represents the strength of our company

as well as good durability against the obstacles that continue to face difficulties in the future.

Man is also a word that will make people stick to the ear as well. The English-speaking man

that ends the sentence.

12

E-sarn Man means The spicy food is delicious, but it did not stop. Although, mouth

will swell it. However, People are not strong, but the taste of Northeastern food style. People

will not feel much spicy, but feel cannot stop it. It does enjoy eating the food of the

Northeast. That means we do have about good taste spicy, clean and healthy.

We want to convey to the northeast food of our company is to be sent to the customer

as soon as possible. When the customer see the name of our company will think about

Northeast foods immediately. And also makes it easier for customers. When the name of our

company easy to remember customer who will tell everyone to know too. And the reputation

of the company is more acceptable as well.

13

Chapter 2

Industry Profile

1. Nature of industry

People have demands on food because it is the basic to live for every person. That

mean those people want foods for all his life. Nowadays population in Thailand has 65.9

million people. The birth rate it can create the big marketing shares have big value 885,000

million baht from year 2011. The one of food is papaya salads. It’s in the big food industries.

Demand for papaya salad will increase follow the population in Thailand too. So the over all

in food industries are increase 8.2% from year 2010. But it increase a little bit from the last

month because of the Thailand’s flood crisis on the October 2011.

http://www.oie.go.th/brief_economics/Dec2554.pdf page 7/14

http://www.oie.go.th/brief_economics/Dec2554.pdf

14

So in this case papaya salads demand will increase too. Because it is the cheap price,

easily to full in stomach. papaya salads has many tape and menu in nowadays and the other

northeast foods

1.1 Type of papaya salads

Thai papaya salad

Fruit papaya salad

http://cookglobaleatathome.com/category/recipes-in-english/salad-recipes-in-english/


15

Papaya with Thai rice noodle

http://www.bloggang.com/mainblog.php?id=breathtakingspeed&month=16-01-

2009&group=6&gblog=7

http://www.bloggang.com/mainblog.php?id=breathtakingspeed&month=16-01-2009&group=6&gblog=7


16

Spicy papaya salad with salted crab

http://www.oknation.net/blog/kangmatoom/2009/06/16/entry-1

Spicy papaya salad with fermented fish


17

Spicy papaya salad with salted crab and fermented fish

Papaya salad with horse crab

18

Spicy green papaya salad with bamboo shoot

Papaya with salted egg

19

1.2 The other Northeast foods

Roasting chicken

Roasted pork

Nam tok

20

Lap

Sai ua

Tom saep

21

Sticky rice

Soup asparagus

http://www.thainewsagency.com/business-news/27/04/2011/14126/

http://www.cps.chula.ac.th/html_th/pop_base/trend/trend_113.htm

http://www.ipsr.mahidol.ac.th/ipsr-th/population_thai.html



22

2. Situation of industry

Situation in nowadays for this industry is growing up more than last year. The last

year has flood in Thailand. This flood are do damage every industry in 4 mouths. It is the

cause of every industry in Thailand are stop for short term but it cannot stop food industry

grow. The estimate for the food industry from flood in Thailand is 50 million baht. It makes

this industry grow slowly. But it will not stop grow in short term. The populations in

Bangkok are 2.9million person. They are biggest population more than another province in

Thailand country. That mean the customer who want to buy papaya salads are more than

another province too.

The issue from editor of Asia Food Beverage Thailand (AFB Thailand) can

tell the result of the situation of industry like this:

The Massive Thai Floods Affect Food Supply Chain

The massive flooding in Thailand since late July has become the worst flooding the

country has experienced in 50 years, and is likely to be the worst flooding ever in terms of the

amount of water and people affected. Almost 8.2 million people and 2.4 million households

in 60 provinces, 591 districts and 4,259 tambons have been affected by floods, mainly in the

centre, north and northeast of the country, especially in Ayutthaya, Lop Buri, Chai Nat and

Nakhon Sawan, which were seriously hit.

The latest reports on 7 November 2011 showed that about 506 people have been

killed and two people are still missing in flood-related incidents. The Thai government

23

estimates the economic losses to be about $6.5bn (initial insurance loss estimates are in the

region of $3.3bn). Thailand’s Finance Minister reported that the country’s economy would

contract in the fourth quarter. The full year GDP growth estimate has been cut from 3.7% to

2%.

Thailand’s floods affected several industries’ supply chains, including the automotive,

electronics and food industry. And, the damage of the floods has not only affected those

within the country. In regard to the food industry, the Food and Agriculture Organization of

the United Nations (FAO) reported on 21 October that although no precise figures are

available, continuous rain and flooding is estimated to have damaged at least 1.6 million

hectares of standing crop in Thailand, representing more than 12% of total national cropped

area. And Thailand, which accounts for 30% of global rice exports, has already lost three

million tons of rice due to floods and this may push rice prices up.

In Japan, the food business may be affected by the Thai floods as well. For example,

the most famous Japanese restaurant, such as many sushi restaurants, may suspend sales of

some products, such as shrimp, squid and tuna, due to import price rises due to supply

shortages from Thailand. According to the Asahi Shimbun, Kura Corp., operator of the

Muten-Kurazushi sushi restaurant chain, a trading house, has warned that the prolonged

flooding in Thailand could slightly reduce the amount of food it procures for Kura

restaurants.

24

In the meantime, Nippon Meat Packers Inc. and Ajinomoto Co. have already

suspended their Thai chicken processing facilities due to the floods and plan to cover

immediate supply shortages with domestic inventories and production at other facilities.

Meanwhile, Maruha Nichiro Holdings Inc. cannot produce some products due to shortages of

cardboard and other packaging materials for transporting frozen food products from Thailand.

It is considering procuring such materials in neighboring countries, according to The

Mainichi Daily News.

Until now, no one has even been able to estimate how deeply the damage of the massive

floods will affect the global food industry. On behalf of Thai Trade & Industry Media Co.,

Ltd., I would like to express my sincere sadness and sympathies to those who have been

affected by these devastating floods, and hope we all can recover from this disaster together

soon.

From this issue, it makes understand the situation for food industry now and other

things for these industries. Why the delivery are boom in Bangkok province. The answer for

this question is behavior people of Bangkok. Those people want to go out from home and

find the good restaurant but the other provinces are not same. Because they think to eat at

home cause to save money. The last thing is trend of people nowadays. People want to have

good health. It not the new trends for today, but in the long term the worker who works in the

office has a bad health. Cause of they not take care himself.

http://www.ttim.co.th/home/food/ , http://www.mcot.net/cfcustom/cache_page/306104.html

http://www.ttim.co.th/home/food/

http://www.mcot.net/cfcustom/cache_page/306104.html

25

3. Product/service

Papaya salads on set

Set 1 199 bath Common set

2 of papaya salad (crab p., Thai, sluttish, noodles or

cucumbers)

4 of Roasting chicken 10 bath, Sai-Aour 4000 g. or

2 of Spicy minced meat salad, Spicy minced bacon salad or Shoot salad

1 of Tome zap ½ kg. of Sticky rice 1 of Pepsi 1.25 liter

Set 2 299 bath Family set

3 of papaya salad

5 of Roasting chicken 10 bath, Sai-Aour 5000 g. or

Roasting fish 50 bath

3 of Spicy minced meat salad, Spicy minced bacon salad

or Shoot salad

1 of Tome zap

1 kg. of Sticky rice

1 of Pepsi 2 liter

26

Set 3 399 bath Party set

4 of papaya salad

5 of Roasting chicken 10 bath, Sai-Aour 5000 g. or Roasting fish 50 bath

3 of Spicy minced meat salad, Spicy minced bacon

salad or Shoot salad

2 of Tome zap

2 kg. of Sticky rice

1 of Pepsi 2 liter

Set 4 99baht for 2 person

2 of papaya salads

2 of Roasting 30 baht

Nam tok or Tom saep

sticky rice 10 baht

27

Set 5 49 baht for 1 person

1 each of papaya salad

1 of Roasting 20 baht

sticky rice 5 baht

The menu northeast foods

Thai papaya salad 25-30 bhat

spicy papaya salad fermented fish 25-30 baht

spicy papaya salad with salted crab 25-30 bhat

Green papaya salad pickled oysters 25-30 bhat

papaya with Thai rice noodle 25 baht

fruit papaya salad 35 baht

Cucumber Salad. 20 baht

Roasting chicken per stick 10-20 baht

Roasted pork per stick 30 baht

Spicy minced meat salad 30 baht

28

Nam tok 30 baht

lap 30 baht

Sai ua 10 baht/each

Tom saep 30 baht

sticky rice 40 baht/kg.

Soup asparagus 30 baht

Vegetables and the addition extra 10 baht/set

you can choose the set menu or create your own set by youself. After you choose we

will delivery to your place. The limit of Distance is 5 Kilometer around the Branch of E-sean

Man companys.

4. Vision

Be the leader in E-Sarn food in Thailand and have standard to delivery

services internationally

5. Mission

To innovator and pioneer of new marketing strategies in this all the time.

To have market share of the top 10 in this our business in 5 years.

To increase branches of E-Sarn Man Delivery to 50 stores within 5 years since

our beginning start our business.

To make satisfied to customer in 5 years.

29

6. Strategy

Corporate Level Strategy

E-Sarn Man organization structure is not

complexity and we choose to manage business by use

“Diversification Strategy”, it concerns with

distribute investment and diversification to market

and we decide on concentric diversification which we

expand to the market that relate with E-Sarn food

market by we have addition product for customers

such as delivery that respond for customers who love

Som Tam and E-Sarn food. Moreover, our customers

are convenient for buy our products are the gift for

customer's party or give a farewell party and save

cost for our customers by delivery secives. Therefore, we will manage to distribute in

systematization inside the organization for easy to perform work and we will improve and

develop capacity of production and operation to the best efficiency.

30

Business strategy

It refers to the aggregated strategies of single business firm or a strategic business unit

(SBU) in a diversified corporation. According to Michael Porter, a firm must formulate a

business strategy that incorporates cost leadership, differentiation or focus in order to achieve

a sustainable competitive advantage and long-term success in its chosen areas or industries.

Business level is an integrated and coordinated set of commitment and actions the firm uses

to gain a competitive advantage by exploiting core competencies in specific product markets

for E-Sarn Man Delivery has two core products in our business, we have E-Sarn food. E-Sarn

Man use “Differentiation strategy” because we need to different with competitors by we’re

additional delivery services for each festival, and etc. It responds to customers need to eat E-

Sarn food by enjoy in them home. This is process of creating a business strategy forces and

organization to thoroughly an analyze and structure its business. The business strategy

process fulfils several important purposes in the company for example indicates industry

changes and key external trends and, identifies industry changes and key external trends.

31

Functional Level

Marketing Department

- Determine scope of business or scope of marketing.

- Specify the main target customer that is teenagers and employees in Bangkok, the

second target customer is general people who interested in our products.

- Identify the poisoning of our business.

- Define marketing mix strategies (4Ps).

- Make a high market share.

- Find method to set the selling price.

- Know competitor’s strategies.

- Identify distribution channels and promotions.

- Develop products and services, and define product’s quality.

- Survey demand of these products in the past time, present time, and future tendency.

General Management Department

- Arrange appropriate schedule (work and time).

- Improve management system internal organization.

- Make an administrative structure.

- Define to distribute work and duty to each department.

- Develop team work.

- Follow up and continue to evaluate work.

32

- Manage organization’s structure, responsibility, and necessary duty

Human Resources Management Department

- Recruit employees who live near shop area.

- Training new employees.

- Compressed workweek.

- Tell about number of employee in the company.

- Define qualification of each employee.

- Assign employee’s working hours.

- Fit the salary’s structure and compensation.

- Develop and improve employee’s skills.

Financial / Accounting Department

- Capital structure.

- Compare the cost of raw material between cash and credit payment.

- Sell product in cash payment only.

- Make an income statement, balance sheet every month.

- Control everything that relate with money.

- Improve system of accounting and financial to be standard.

- Evaluate fund investment and cash flow.

- Allocate the resource of capital.

- Control every financial budget including any taxation.

33

Industry Summary

E-Sarn Man organization structure is not complexity and we choose to manage

business by use “Diversification Strategy”, it concerns with distribute investment and

diversification to market and we decide on concentric diversification which we expand to the

market that relate with E-Sarn food market by we have addition product for customers and

use “Differentiation strategy” because we need to different with competitors by we’re

additional delivery service follow distance from E-Sarn man store to customer’s home and

etc. It responds to customer’s need our customers are convenient for buy our products are the

gift for customer's party or give a farewell party and save cost for our customers by delivery

services. Moreover we will manage to distribute in systematization inside the organization for

easy to perform work. Thai Trade center of food to countries east of 54 up to about 20

percent of their export orientation. Markets and production needs China and Europe the

market is a dramatic and Thai fruits that are high in demand.

So, from the situation industry, it make our company can adapt to customer’s need by

create channel of distribution product increase and create new things in chocolate market.

The first we create good service and we have door to door service that customer can order the

E-Sarn Food special delivery. Next we try to create new design that never been in market.

34

Chapter 3

Market Feasibility Study

1. Market Analysis

Thailand is located in Southeast Asia and is part of the Association of Southeast Asian

Nations (ASEAN). It is bordered by Cambodia on the east; Laos on the east and northeast;

Burma (Myanmar) on the northwest and west; and Malaysia on the south. It has a long

peninsula on the south which is nearly surrounded by the Indian Ocean on the southwest and

the Gulf of Thailand on the southeast.

According to the CIA's World Fact Book, Thailand has a population of 65 million

citizens, 85% of which are ethnic Thai.

Thailand's Political Outlook for 2011 and Beyond (P)

Without a doubt, Thailand's political situation is a mess and Thailand's political

outlook for 2011 and beyond does not look pretty.

For just over four years Thailand has endured an intensely adverse domestic political

climate. For most of those four years there has been political turmoil between various

factions; most notably between the political parties backed up by citizens who are poor and

35

come from rural settings and other parties representing the more wealthy and burgeoning

middle class from urban areas. Finally in May 2010, Thailand's domestic political climate

became so out of control, the current prime minister ordered a severe crackdown on the

opposition that resulted in a relative calm.

However, according to the Economist Intelligence Unit, Thailand's political problems

do not appear to be over and Thailand's political outlook for 2011 does not seem to be a

positive one.

Current Yingluck Shinawatra, Thailand’s new prime minister does seem to be

strengthening her hand and gaining more control over the governmental affairs of the

country. She has done so by working with a military group to crack down on the opposition

through a campaign of repression. Even though Yingluck is getting stronger and has the

powerful military behind her, she is not yet ready to call for early elections. EIU reports that

the current situation does not lend itself to elections because all opposition parties are

unlikely to support the outcome no matter which party receives the most votes.

Another potential problem that could potentially ad even further uncertainty and

struggle to Thailand's political outlook for 2011 and beyond is the health condition of the

very popular reigning monarch. The current monarch has long been seen as a stabilizing force

in Thailand's domestic affairs, but has not been seen in nearly a year. The king is in his

36

eighties and has been in a state of declining health for some time. Observers are not sure what

will happen to the monarchy if and when the king passes away.

Thailand's Economic Outlook 2011 and Beyond (E)

According to the forecast of the Economist Intelligence Unit, GDP growth in the Thai

economy will come in around 4% in 2011, with political uncertainty continuing to undermine

consumer and business confidence. However, as in the first half of 2010, although political

risks could hinder future investment, business operations in Thailand (particularly in the

country’s industrial zones) are likely to be generally unaffected in any direct way by political

unrest. Thus, as long as global demand continues to grow, Thailand’s export-oriented

manufacturers should continue to reap the benefits.

It should be noted that EIU consider a "double-dip" recession in the world economy to

be unlikely, and believe that the current softening of global growth is best understood as a

natural adjustment following a period of unsustainably rapid stimulus-driven expansion since

mid-2009.

Political difficulties are nevertheless likely to continue in Thailand to complicate the

public sector’s plans for large-scale investment. Furthermore, although the tourism sector is

already showing signs of healthy recovery, further bouts of violence in the country would

stall this process.

37

In international trade the Economist Intelligence Unit forecasts that Thailand’s current

trade account will remain in the black, but the surplus will decline to the equivalent of 4.3%

of GDP on average in 2010-11, from 7.7% in 2009 when merchandise imports contracted

even more sharply than exports.

Although the recovery in global demand is slackening, EIU foresees Thailand’s

exporters will continue to show growth in revenue and will maintain their competitiveness in

number sectors, most notably electronics and vehicles. The import bill will also rise in 2010-

11 as growth in consumption and investment resumes. The increase in imports will be

particularly strong this year, reflecting the steep drop recorded last year.

Thailand's Social Outlook 2010-2011 (S)

This hub takes a look at the political and economic outlook of Thailand for 2010-2011

and beyond. The main source of this outlook is the Economist Intellgence Unit (EIU).

According to the Economist Intelligence Unit report filed September 2010, the following are

the highlights of Thailand's political and economic outlook for 2010-2011:

Even though Thailand currently enjoys a relative calm following the violent end to

antigovernment protests in mid-May, Thailand’s political crisis does not appear to be

nearing an end.

Recently, Thailand’s current Prime Minister managed to strengthen his hand, but he

does not appear willing to risk calling an early election.

38

The government will continue to run a budget deficit for the next two years; the

shortfall will average 2.8% of GDP. The Bank of Thailand (BOT, the central bank)

will tighten monetary policy.

Owing to the strong performance of the economy in the first two quarters of 2010, the

Economist Intelligence Unit has revised up its GDP growth forecast for the year as a

whole from 4.1% to 7%. Growth will moderate to 4% in 2011.

Consumer prices will rise in 2010 after a year of deflation in 2009. However, inflation

will not accelerate rapidly, partly because of the strength of the baht, which has

appreciated sharply against the US dollar in recent months.

Thailand’s exporters are enjoying a rapid increase in revenue as a result of the

recovery of the global economy, and the current account will remain in surplus in

2010-11.

Thailand's Technology Outlook 2011 and Beyond (T)

Technology is an important factors to develop ability and competitive in business. We

have to follow and check technology trend, because nowadays technology has rapidly

change. We can apply technology to the tools for help to facilitate. In the present time have

many new technologies, so our company necessary to apply that technologies to be the best

efficiency. There are many technologies that our company uses such as…

Manage finance and account system to be higher efficiency, by apply information

technology into the system.

39

Use software set to manage human resources.

Use a new machine to produce candy products.

Use computer gather data of inventory.

We use intranet system to communicate inside the organization.

Our company has high quality computers and internet network.

In every sale will save data into computer and print out bill when customer pay

money.

We have our web site for promote our shop.

We will print out purchase order by computer system

40

2. Competition Analysis(3C)

Competitor Analysis

Direct competitor

E-sarn man Company is a northeastern food plus delivery service all so direct

competitors will be northeastern restaurant, northeastern food cart or northeastern food stall,

but all of it mostly not has delivery service. Although food cart are likely delivery service but

it can send foot to your place immediately.

Competitor northeastern restaurant:

1. 2.

3. 4.

1. Som Tum Rod Det : Soi Ladprao 80 crossroad 22

41

Advantages: location at living place

more parking

Disadvantage: not have delivery

Can not order by phone

2. Som Tum Bangkok: No. 9, Soi Aree 3, Phaholyothin Road, Phayathai.

Advantages: luxurious place

Free Wi-Fi Spot

Can order Off-site catering

Can pay VISA MASTER CARD

Disadvantage: High price

Location at lane

http://www.somtumbangkok.com/home_pro.htm

3. Som Tum Kun Gun: Wachiratummasatid Sukhumvit 101/1 Bangchak

Advantages: Nature atmosphere

Can be catering

Disadvantage: not have delivery

High price

4. Al ma tum: Sukhumvit 63 (Ekamai) or Sukhumvit 71 (Klongton).

Advantages: Can make Som Tum by youself

Garden style

Disadvantage: limited parking

Not have delivery

http://www.almatum.com/index.htm



42

Indirect competitor

The indirect competitor of E-sarn Man Company will be food delivery service, mostly

can seen in TV commercial. For example:

The Pizza Company 1112

The Pizza Company introduced a fresh and innovative

approach to pizza by offering pizza lovers over 20 different

delicious toppings that are richer and thicker than competitor

together with a selection of great-tasting cheese blends and inviting appetizers to enhance the

total pizza experience.

http://www.pizza.co.th/pizza_about.php

KFC (Kentucky Fried Chicken) 1150

KFC is determined to be the best restaurant in Thailand.

The company strives to serve needs of consumers in all lifestyle

occasions as well as variety of menus which is not limited only

at its tasty fried chicken. The balanced diet concept is introduced to encourage consumers to

enjoy active lifestyle and balanced eating habit. Menu variety includes burgers, snacks, rice

menus, drinks and ice creams. In response to consumers’ changing eating habits.

http://www.kfcthailand.com/en/about_kfc_thailand.php



43

MK Delivery 02-248-5555

The first MK was opened at Siam Square as a Thai

Restaurant by Aunty Thongkham who bought this business

from Mrs. Makong King Yee (MK) since year 2505. She has been running this business with

love and kindness. The relationship between her and customers are like relatives. The famous

dishes at that time are Kao Man Kai, Pad Thai, etc.

http://www.mkrestaurant.com/corporate/index.html

Mc Delivery 1117

McDonald’s serves a variety of high-quality foods

particularly protein menus from chicken, pork, beef and seafood

and offers customers with their favorite menus such as Big

Breakfast, Burgers, McNuggets, fried chicken and ice cream at anytime, anywhere.

http://www.mcthai.co.th/history_en.php

Chester's Grill 1145

Chester Food Co., Ltd. is a company executive Thai fast food.

Under the brand "Chester's Grill," this originated with its

commitment to quality Thai food with the initiative of CP group

of leading companies in Thailand. Famous for over 80 years, plans to expand through

franchise outlets.



44

http://www.chestersgrill.co.th/%E0%B9%80%E0%B8%81%E0%B8%A2%E0%B8%A7%E0%B8%81%E0%B

8%9A%E0%B9%80%E0%B8%8A%E0%B8%AA%E0%B9%80%E0%B8%95%E0%B8%AD%E0%B8%A3

%E0%B8%81%E0%B8%A3%E0%B8%A5%E0%B8%A5.aspx

Customer Analysis

Is point customer or promote product and services. Customer is help to know behavior

buying and using. In Bangkok have population about 5.7 million and in 4 location are Bang

krapi, payathai, jatujak and Bang rak have population about 300,000. E-sarn Man Company

is a delivery business, can comprehensive people around 1.9 million. The target of E-sarn

Man Company has age around 20-40 years old that who doesn’t have time and comfortable

mania.

From this characteristic of our target market we can adapt all of this information to

improve our product and service in order to satisfy and attract the customer from our

competitor.

Competitive Analysis

Northeastern foods are the most popular of the Thai people as possible. For this

reason, Northeastern foods have a lot of restaurant business. Although there are always

competitive, but it low risk because Northeastern foods that can be sold by Thai people. In

terms of only Northeastern foods business, are medium of competitive and easy to entry in

market. E-sarn Man Company used this concept of delivery foods, it make different for

penetrate market from other Northeastern foods business. But delivery foods has high

http://www.chestersgrill.co.th/%E0%B9%80%E0%B8%81%E0%B8%A2%E0%B8%A7%E0%B8%81%E0%B8%9A%E0%B9%80%E0%B8%8A%E0%B8%AA%E0%B9%80%E0%B8%95%E0%B8%AD%E0%B8%A3%E0%B8%81%E0%B8%A3%E0%B8%A5%E0%B8%A5.aspx



45

competitive which has resulted from strong brand business such as The Pizza Company, KFC

(Kentucky Fried Chicken), Mc Delivery, MK Delivery and Chester's Grill. All of those

businesses are hard to break market share particular The Pizza Company and KFC.

3. STP Analysis

Segment target and Target market

Bangkok have population about 5.7 million can separate in to 17 aged rank. Our

product is E-sarn food which suitable for over 5 years people, but style of our business is

delivery. Delivery is suitable for everyone who doesn’t have time and comfortable mania;

these people have age around 20-40 years old. That mean in Bangkok our business has

segmented around 1.9 million.

0-4, 306484

5-.9, 403963

10-.14, 403108

15-19, 387762

20-24, 447655

25-29, 471139

30-34, 49105635-39, 514407

40-44, 465860

45-49, 428549

50-54, 340177

55-59, 227548

60-64, 175007 65-69, 143282

70-79, 150691

80-89, 42503

90-99, 8292

100+, 4225

Bankok population

0-4

5-.9

10-.14

15-19

20-24

25-29

30-34

35-39

40-44

46

However our business cannot effort all Bangkok area so we choose 4 area from 50

areas of Bangkok by population, position and life style on that area and after brainstorming

we choose Jatujak, Bang krapi, Bang rak and payathai.

Our business chooses jatujak be the main branch of E-sarn man cause of location.

Jatujak have 4 universities and 11 schools to attractive segment target. Segment who live

around jatujak have around 57,000 people

0-4, 7967

5-.9, 10760

10-.14, 11593

15-19, 12236

20-24, 13203

25-29, 14276

30-34, 1495235-39, 14755

40-44, 14929

45-49, 14021

50-54, 11637

55-59, 8114

60-64, 6097

65-69, 5185

70-79, 578280-89, 1771

90-99, 303

100+, 188

Jatujak

0-4

5-.9

10-.14

15-19

20-24

25-29

30-34

35-39

40-44

47

Second place we have chosen is Bang rak cause Bang rak is the center of business

area. A lot of businesses are located here. So lunch time there will be a lot of people find

some food for lunch. Our product have created for rush hour that why we choose Bang rak to

be target. Segment target in this area are at least 15,000 per days.

We Choose Bang krapi because it has Ram Kum Hang University (Ram Kum Hang

University is a very big university in Thailand) and can most expand area to delivery.

Segment target of this area are around 55,000.

0-4, 1865

5-.9, 2772

10-.14, 3237

15-19, 3456

20-24, 3788

25-29, 3762

30-34, 370535-39, 357940-44, 3976

45-49, 3895

50-54, 3720

55-59, 3579

60-64, 1922

65-69, 1691

70-79, 1697

80-89, 460

90-99, 79100+, 37

Bang rak

0-4

5-.9

10-.14

15-19

20-24

25-29

30-34

35-39

0-4, 8358

5-.9, 11538

10-.14, 10236

15-19, 9031

20-24, 10800

25-29, 13557

30-34, 1518935-39, 14793

40-44, 13426

45-49, 10998

50-54, 8363

55-59,

5679

60-64, 4282

65-69, 3477

70-79, 3406

80-89, 918

90-99, 137

100+, 57Bang krapi

0-4

5-.9

10-.14

15-19

20-24

25-29

30-34

35-39

48

The reason we choose Payathai is similarity with Bang rak because of center of

business but another reason to choose this area because to support Bang rak in rush time.

Segment target in this area are around 25,000.

When we calculate all places which we had distributor our segment will have around

150,000

Positioning

Our company position is high image and tries to by the luxury. We do this for

expand market change from sale the low-mid class, sale for all class in Thailand. We try to

create an image or an identity our products, brand or company in our targeted market’s mind.

We position our products on promoting and adding value papaya salad.

0-4, 3662

5-.9, 4876

10-.14, 5592

15-19, 5292

20-24, 6909

25-29, 6272

30-34, 657635-39, 6701

40-44, 6903

45-49, 5942

50-54, 4765

55-59, 3385

60-64, 2428

65-69, 2087

70-79, 2548 80-89, 928

90-99, 149

100+, 42Payatai

0-4

5-.9

10-.14

15-19

20-24

25-29

30-34

49

4. Marketing mix

I. Product

The good quality product is the good profit in the future. Those are guaranteed for

customer buy our product next time. Our company think new many all time to move the idea

from nonsense to by the real thing in the near future.

II. Price

Papaya salad set price on ceils base revenue for Bangkok peoples. We sell the

strategic Cheap price when the offical or event in Thailand culture. The 4 Branch of E-sean

Man companies in chatuchak zone, phyathai zone , naaram zone, bang-rak and Si Lom zone

III. Place

Our places are the best position to sale and send delivery. Because of the populations

in that zones are very popular. The other factor for why that zone is popular, it is near the

BTS station, the transportation for people in Bangkok. That’s mean, where the residences are

near some transport to go around Bangkok. That zone is very popularity in the future.

50

IV. Promotion

The way to communicate the customers, who want to eat papaya salads. The first

choice, business will start the adverting by leaflet. We should leaflet on nearby branch of the

E-Sarn Man Company. The 4 Branch of E-sean Man companies in chatuchak zone, phyathai

zone , naaram zone, bang-rak and Si Lom zone. That is the all 4 zone to send delivery to

customers in Bangkok. Second, make the facebook fan page for contact and revise our

customer order too. The radios in bangkok are the way to lurch the advertising because

transition on road quite is stop more than travel to the office. Every car needs the information

to change way or listening music on radio show. Our activities are the way to make promote

our business event online on internet like facebook or twitter.

51

5. Sale Forecast

A person around Bang krapi, payathai, jatujak and Bang rak has about 300,000 and can comprehensive people by delivery by 1 million.

Estimate 5% of them buy my product is 100 bath per month equal 50,000 x 100 = 5,000,000 bath

Sale forecast of our company in 5 year will be follow:

Year 1 January February March April May June July August September October November December total

revenue

selling ฿5,000,000 ฿5,500,000 ฿6,050,000 ฿5,445,000 ฿4,900,500 ฿5,880,600 ฿5,939,406 ฿5,345,465 ฿4,810,919 ฿6,254,195 ฿5,941,485 ฿6,000,900 ฿67,068,469

delivery

revenue ฿250,000 ฿275,000 ฿302,500 ฿272,250 ฿245,025 ฿294,030 ฿296,970 ฿267,273 ฿240,546 ฿312,710 ฿297,074 ฿300,045 ฿3,353,423

total

revenue ฿5,250,000 ฿5,775,000 ฿6,352,500 ฿5,717,250 ฿5,145,525 ฿6,174,630 ฿6,236,376 ฿5,612,739 ฿5,051,465 ฿6,566,904 ฿6,238,559 ฿6,300,945 ฿70,421,893

expense

Poster/Vinyl ฿20,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿95,000

Leaflet ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿35,000

Other ฿ 5,000 ฿5,000 ฿5,000 ฿5,000

฿5,000

฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 5,000 ฿60,000

total

expense ฿ 30,000 ฿ 25,000 ฿ 10,000 ฿ 25,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿190,000

52


revenue

selling ฿6,100,900 ฿6,710,990 ฿7,382,089 ฿6,643,880 ฿5,979,492 ฿7,175,390 ฿7,247,144 ฿6,522,430 ฿5,870,187 ฿7,631,243 ฿7,249,680 ฿7,322,177 ฿81,835,600

delivery

revenue ฿305,045 ฿335,549 ฿369,104 ฿332,194 ฿298,975 ฿358,770 ฿362,357 ฿326,121 ฿293,509 ฿381,562 ฿362,484 ฿366,109 ฿4,091,780

total revenue ฿6,405,945 ฿7,046,539 ฿7,751,193 ฿6,976,074 ฿6,278,466 ฿7,534,160 ฿7,609,501 ฿6,848,551 ฿6,163,696 ฿8,012,805 ฿7,612,165 ฿7,688,286 ฿85,927,380

expense

Poster/Vinyl ฿20,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿95,000

Leaflet ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿35,000

Other ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿60,000

total expense ฿ 30,000 ฿ 25,000 ฿ 10,000 ฿ 25,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿190,000

53


revenue

selling ฿7,452,177 ฿8,197,395 ฿9,017,135 ฿8,115,421 ฿7,303,879 ฿8,764,655 ฿8,852,301 ฿7,967,071 ฿7,170,364 ฿9,321,473 ฿8,855,400 ฿8,943,954 ฿99,961,225

delivery

revenue ฿372,609 ฿409,870 ฿450,857 ฿405,771 ฿365,194 ฿438,233 ฿442,615 ฿398,354 ฿358,518 ฿466,074 ฿442,770 ฿447,198 ฿4,998,061

total revenue ฿7,824,786 ฿8,607,265 ฿9,467,991 ฿8,521,192 ฿7,669,073 ฿9,202,887 ฿9,294,916 ฿8,365,425 ฿7,528,882 ฿9,787,547 ฿9,298,170 ฿9,391,151

฿

104,959,286

expense

Poster/Vinyl ฿20,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿95,000

Leaflet ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿35,000

Other ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿60,000

total expense ฿ 30,000 ฿ 25,000 ฿ 10,000 ฿ 25,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿190,000

54


revenue

selling ฿8,803,954 ฿9,684,349 ฿8,715,914 ฿7,844,323 ฿7,059,890 ฿8,471,868 ฿8,556,587 ฿7,700,928 ฿6,930,836 ฿9,010,086 ฿8,559,582 ฿8,645,178 ฿99,983,495

delivery

revenue ฿440,198 ฿484,217 ฿435,796 ฿392,216 ฿352,995 ฿423,593 ฿427,829 ฿385,046 ฿346,542 ฿450,504 ฿427,979 ฿432,259 ฿4,999,175

total revenue ฿9,244,151 ฿10,168,566 ฿9,151,710 ฿8,236,539 ฿7,412,885 ฿8,895,462 ฿8,984,417 ฿8,085,975 ฿7,277,377 ฿9,460,591 ฿8,987,561 ฿9,077,437

฿

104,982,670

expense

Poster/Vinyl ฿20,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿95,000

Leaflet ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿35,000

Other ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿60,000

total

expense ฿ 30,000 ฿ 25,000 ฿ 10,000 ฿ 25,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿190,000

55


revenue

selling ฿8,003,954 ฿8,804,349 ฿7,923,914 ฿7,131,523 ฿6,418,370 ฿7,702,044 ฿7,779,065 ฿7,001,158 ฿6,301,043 ฿8,191,355 ฿7,781,788 ฿7,859,605 ฿90,898,169

delivery

revenue ฿400,198 ฿440,217 ฿396,196 ฿356,576 ฿320,919 ฿385,102 ฿388,953 ฿350,058 ฿315,052 ฿409,568 ฿389,089 ฿392,980 ฿4,544,908

total revenue ฿8,404,151 ฿9,244,566 ฿8,320,110 ฿7,488,099 ฿6,739,289 ฿8,087,147 ฿8,168,018 ฿7,351,216 ฿6,616,095 ฿8,600,923 ฿8,170,877 ฿8,252,586 ฿95,443,077

expense

Poster/Vinyl ฿20,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿15,000 ฿95,000

Leaflet ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿35,000

Other ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿5,000 ฿60,000

total expense ฿ 30,000 ฿ 25,000 ฿ 10,000 ฿ 25,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿ 5,000 ฿ 5,000 ฿ 25,000 ฿190,000

56

Explanations

Due to our company is new for market and the customer never know our

products so company’s sale in the first year will be lower. In the second year sales

will be better than the first year because the customer begin to know about our. In the

third year sale will be increase and after launch the company we will receive more

customers and can attract market shared in third year. From the estimation of our

company more than 3 years we will have no direct competitors, but we have indirect

competitors such as pizza delivery and one disc food delivery. We always get more

revenue on April because of summer customer do not want going out of eat at

restaurant and that month. At 4 month of first year we promote our product by leaflet

and then we always promote my product every 3 month, it show promotion in this

month and discount. From year 4 and 5 sales will be constant revenues.

57

Chapter 4

Investment Analysis

1. Pre Operating Cost

Company’s name signboard / billboard

The signboard would be white background, chef’s picture hold Papaya Salads

dish, and letter would be in red. The letters and picture is made by special sticker

which use for outdoor signboard, long lasting for 5-7 years according to the sun light

and the rain. The total size including background is about high 1 meters and wide 1

maters. Total company’s name signboard is 1 maters, cost is 130/1 meters. The price

for company’s name signboards is 10,000 baht include installation service, and newly

registered 50 baht each store.

58

Total pre operating cost:

No. Detail Cost

1. Company's signboard 10,000

2. Inkjet Outdoor (Logo) 130*4 520

3. Registration fee 50*4 200

Total 10,720

59

2. Investment Cost

Building

Our company is running business in Bangkok province in 4 zone Bang krapi,

payathai, jatujak and Bang rak zone. arounds that zone are very popular. Cause the

business zone and residence zone are near the BTS stration

Jatujak zone, 28,000 baht /month. It is a center and office.

http://www.thaihometown.com/buildings/6361


60

Bang krapi zone, Rent 29,000 bant/month. soi Ramkhamhaeng 12 near the

mall 2



61

Bang rak zone. Rent 30,000 baht / month



62

Phyathai zone, No.16 soi. ratcha khru Phaholyothin Road 28,000 baht /month

http://www.thaiproperty.in.th/View.aspx?PostID=75505

Total rent 115,000 ฿


63

Layout

Office

Kitchen

64

1) Investment cost (only one branch)

Item Picture Unit Price

per unit

total price

Useful life

per year Annual Dep Month Dep

Fridge

1 35,000

35,000

5 7000.00 583.33

Mortar

2 218

436

2 218.00 18.17

Steamer

2 250

500

5 100.00 8.33

Sink

(MEX

C80)

1 1850

1,850

5 370.00 30.83

Chopping

block

(medium-

sized)

1 150

150

3 50.00 4.17

Chopping

block

plastic

(24.5x40.

5x1.5)

1 249

249

3 83.00 6.92

Chopping

block

(small-

sized)

(20x30x0

.7)

1 89

89

3 29.67 2.47

65

Plastic

trays

(42x4.5)

3 80

240

1 240.00 20.00

Pot 8 litre

1 436

436

5 87.20 7.27

Pot

handle 14

cm.

1

308

308

5

61.60

5.13

Oven

broiler

No.20

1 340

340

5 68.00 5.67

Basin 50

cm.

1 179

179

5 35.80 2.98

Cleaver

7”

Classic

1 153

153

4 38.25 3.19

Carving

knife 8”

Classic

1 104

104

4 26.00 2.17

Dipper 3”

1 173

173

2 86.50 7.21

66

Funnel

4 44

176

4 44.00 3.67

Gas stove

1 4750

4,750

5 950.00 79.17

Trashcan

18 litre

1 353

353

10 35.30 2.94

Telephon

e home

panasonic

kx-ts500 1 480 480 5 96 8

Computer 1 10000 10,000 5 2000 166.67

Fire

extinguis

hers 4 3,800 15,200 5 3040 253.33

Total 11619.31 968.27

Mix all of 4 branches is:

Total price = 55966 x 4 = 223864 bath

Annual Dep. Per year = 11619.31 x 4= 46477.26 bath

Month Dep = 968.27 x 4 = 3873.10 bath

67

2) Investment Depreciation

Year 1 total price

Useful life


total price

after Dep.

Cost type

Fridge 140,000.00

5 28,000.00 2,333.33

112,000.00

Mortar 1,744.00

2 872.00 72.67

872.00

Steamer 2,000.00

5 400.00 33.33

1,600.00

Sink (MEX C80) 7,400.00

5 1,480.00 123.33

5,920.00

Chopping block

(medium-sized) 600.00

3 200.00 16.67

400.00

Chopping block

plastic

(24.5x40.5x1.5) 996.00

3 332.00 27.67

664.00

Chopping block

(small-sized) 356.00

3 118.67 9.89

237.33

68

(20x30x0.7)

Plastic trays

(42x4.5) 960.00

1 960.00 80.00

-

Pot 8 litre 1,744.00

5 348.80 29.07

1,395.20

Pot handle 14

cm. 1,232.00

5 246.40 20.53

985.60

Oven broiler

No.20 1,360.00

5 272.00 22.67

1,088.00

Basin 50 cm. 716.00

5 143.20 11.93

572.80

Cleaver 7”

Classic 612.00

4 153.00 12.75

459.00

carving knife 8”

Classic 416.00

4 104.00 8.67

312.00

dipper 3” 692.00

2 346.00 28.83

346.00

Funnel 704.00

4 176.00 14.67

528.00

gas stove 19,000.00 3,800.00 316.67

69

5 15,200.00

trashcan 18 litre 1,412.00

10 141.20 11.77

1,270.80

telephone home

panasonic kx-

ts500 1,920.00

5 384.00 32.00

1,536.00

Computer 40,000.00

5 8,000.00 666.67

32,000.00

Total 223,864.00 46,477.27 3,873.11

177,386.73

70

Year 2 total price

Useful life


total price

after Dep.

Cost type

Fridge 112,000.00

5 28,000.00 2,333.33

84,000.00

Mortar 872.00

2 872.00 72.67

-

Steamer 1,600.00

5 400.00 33.33

1,200.00

Sink (MEX C80) 5,920.00

5 1,480.00 123.33

4,440.00

Chopping block


3 200.00 16.67

200.00

Chopping block

plastic

(24.5x40.5x1.5) 664.00

3 332.00 27.67

332.00

Chopping block

(small-sized)

(20x30x0.7) 237.33

3 118.67 9.89

118.67

Plastic trays 960.00 960.00 80.00

71

(42x4.5) 1 -


5 348.80 29.07

1,046.40

Pot handle 14

cm. 985.60

5 246.40 20.53

739.20

Oven broiler

No.20 1,088.00

5 272.00 22.67

816.00

Basin 50 cm. 572.80

5 143.20 11.93

429.60

Cleaver 7”

Classic 459.00

4 153.00 12.75

306.00

carving knife 8”

Classic 312.00

4 104.00 8.67

208.00

dipper 3” 346.00

2 346.00 28.83

-

Funnel 528.00

4 176.00 14.67

352.00

gas stove 15,200.00

5 3,800.00 316.67

11,400.00

trashcan 18 litre 1,270.80 141.20 11.77

72

10 1,129.60

telephone home

panasonic kx-

ts500 1,536.00

5 384.00 32.00

1,152.00

Computer 32,000.00

5 8,000.00 666.67

24,000.00

Total 177,386.73 46,477.27 3,873.11

131,869.47

73

Year 3 total price

Useful life


total price

after Dep.

Cost type

Fridge 84,000.00

5 28,000.00 2,333.33

56,000.00

Mortar 1,744.00

2 872.00 72.67

872.00

Steamer 1,200.00

5 400.00 33.33

800.00

Sink (MEX C80) 4,440.00

5 1,480.00 123.33

2,960.00

Chopping block


3 200.00 16.67

-

Chopping block

plastic

(24.5x40.5x1.5) 332.00

3 332.00 27.67

-

Chopping block

(small-sized)

(20x30x0.7) 118.67

3 118.67 9.89

-

Plastic trays 960.00 960.00 80.00

74

(42x4.5) 1 -


5 348.80 29.07

697.60

Pot handle 14

cm. 739.20

5 246.40 20.53

492.80

Oven broiler

No.20 816.00

5 272.00 22.67

544.00

Basin 50 cm. 429.60

5 143.20 11.93

286.40

Cleaver 7”

Classic 306.00

4 153.00 12.75

153.00

carving knife 8”

Classic 208.00

4 104.00 8.67

104.00

dipper 3” 692.00

2 346.00 28.83

346.00

Funnel 352.00

4 176.00 14.67

176.00

gas stove 11,400.00

5 3,800.00 316.67

7,600.00

trashcan 18 litre 1,129.60 141.20 11.77

75

10 988.40

telephone home

panasonic kx-

ts500 1,152.00

5 384.00 32.00

768.00

Computer 24,000.00

5 8,000.00 666.67

16,000.00

Total 131,869.47 46,477.27 3,873.11

88,788.20

76

Year 4 total price

Useful life


total price

after Dep.

Cost type

Fridge 56,000.00

5 28,000.00 2,333.33

28,000.00

Mortar 872.00

2 872.00 72.67

-

Steamer 800.00

5 400.00 33.33

400.00

Sink (MEX C80) 2,960.00

5 1,480.00 123.33

1,480.00

Chopping block


3 200.00 16.67

200.00

Chopping block

plastic

(24.5x40.5x1.5) 664.00

3 332.00 27.67

332.00

Chopping block

(small-sized)

(20x30x0.7) 237.33

3 118.67 9.89

118.67

Plastic trays 960.00 960.00 80.00

77

(42x4.5) 1 -

Pot 8 litre 697.60

5 348.80 29.07

348.80

Pot handle 14

cm. 492.80

5 246.40 20.53

246.40

Oven broiler

No.20 544.00

5 272.00 22.67

272.00

Basin 50 cm. 286.40

5 143.20 11.93

143.20

Cleaver 7”

Classic 153.00

4 153.00 12.75

-

carving knife 8”

Classic 104.00

4 104.00 8.67

-

dipper 3” 346.00

2 346.00 28.83

-

Funnel 176.00

4 176.00 14.67

-

gas stove 7,600.00

5 3,800.00 316.67

3,800.00

trashcan 18 litre 988.40 141.20 11.77

78

10 847.20

telephone home

panasonic kx-

ts500 768.00

5 384.00 32.00

384.00

Computer 16,000.00

5 8,000.00 666.67

8,000.00

Total 88,788.20 46,477.27 3,873.11

44,572.27

79

Year 5 total price

Useful life


total price

after Dep.

Cost type

Fridge 28,000.00

5 28,000.00 2,333.33

-

Mortar 1,744.00

2 872.00 72.67

872.00

Steamer 400.00

5 400.00 33.33

-

Sink (MEX C80) 1,480.00

5 1,480.00 123.33

-

Chopping block


3 200.00 16.67

-

Chopping block

plastic

(24.5x40.5x1.5) 332.00

3 332.00 27.67

-

Chopping block

(small-sized)

(20x30x0.7) 118.67

3 118.67 9.89

-

Plastic trays 960.00 960.00 80.00

80

(42x4.5) 1 -

Pot 8 litre 348.80

5 348.80 29.07

-

Pot handle 14

cm. 246.40

5 246.40 20.53

-

Oven broiler

No.20 272.00

5 272.00 22.67

-

Basin 50 cm. 143.20

5 143.20 11.93

-

Cleaver 7”

Classic 459.00

4 153.00 12.75

306.00

carving knife 8”

Classic 312.00

4 104.00 8.67

208.00

dipper 3” 692.00

2 346.00 28.83

346.00

Funnel 528.00

4 176.00 14.67

352.00

gas stove 3,800.00

5 3,800.00 316.67

-

trashcan 18 litre 847.20 141.20 11.77

81

10 706.00

telephone home

panasonic kx-

ts500 384.00

5 384.00 32.00

-

Computer 8,000.00

5 8,000.00 666.67

-

Total 44,572.27 46,477.27 3,873.11

2,790.00

82

Chapter 5

Production and Operations Analysis

1. Product Characteristic

Without a doubt, Som tam or Som tum is a very popular green papaya salad that

illustrates most characteristics in the Thai cuisine. It’s sour (lime), hot (chili), sweet

(sugar) and salty (fish sauce).

A typical Som tam will contain chili, sugar, garlic, lime, fish sauce, maybe raw

crab, shrimp paste, yard long beans, tomato and hog plums but each one in Thailand

will have own favorite way to make it.

There's also a considerable variations across Thailand. In the Central Thailand

(Bangkok), Som tam tends to be sweeter and contains crushed peanuts. These urban

Thais also worried about having brined crabs which are always served raw and have a

strong fishy smells.

In the West, you may also see Som tam using apples, cucumbers, carrots, and

other firm vegetables or unripe fruit wherever unripe mangoes are hard to find.

83

2. Type of papaya salad

Papaya salad with crab Pickled

Traditionally in Cambodia, this Salad is served with Pickled Crab. It is very

hard to find in the West, so the recipe for this has been omitted. Take Pickled Crab,

add 1 Pickled Crab to the Mortar along with the Garlic, Chilies, Dried Shrimp and

Lime Zest.

Papaya salad with Shellfish Pickled

84

Green papaya salad and Thai green papaya salad with Shellfish Pickled Put

lemon and pickled green papaya salad, Shellfish Pickled do not have the concentrated

juice. Taste it. For those who do not like green papaya salad and spicy

Papaya salad Thai

The different between Thai and Laos are the peanut and dried shimp...Thai

stlye are more likely sweet and spicy...Laos stlye are more spicy and strong taste with

fish paste or salty crab. But both goes perfectly with sticky rice and cabbage.

Papaya salad with sluttish

85

This menu used to have pickled fish. To participate in cooking. Fermented

salty, fragrant and unique. Maybe people lack food san sluttish food, it’s not style.

Papaya salad green papaya salad with fermented fish would be.

Papaya salad with noodles

Green Papaya Salad mix with rice vermicelli noodles (Lao style) or Som Tum

Shue in Thai. This is one popular salad to make green papaya salad to mix with

cooked rice vermicelli noodle. Double the amount of fish sauce, shrimp paste, lime,

sugar and dried shrimp in the mortar. Dish the green papaya salad into a bowl and toss

with rice noodle before serving.

86

Papaya salad by cucumbers

This salad was so elegant and simple. Fresh and cleansing to the palate. In a

mortar and pestle add and crush to a smooth paste in the following order, salt, garlic,

chilies, sugar, lime juice and water.

Papaya salad by fruits

87

Papaya fruit taste delicious, but health-conscious menu with built-in. Papaya is

rich in fruit. Filled with various kinds of vitamins. Delicious and healthy. cook same

like a papaya salad.

3. Type of grilled

Roasting chicken

This Thai recipe for Lime Roast Chicken is super-delicious, with crispy skin

and tender meat beneath. You'll love the sweet lime flavor of this roast chicken,

which makes a perfect meal to serve for any social gathering as well as for everyday

meals. Add as much or as little chili as you like - the lime sauce will still taste just as

sweet! Includes lots of tips on how to roast chicken, so you'll be sure to get your roast

chicken just right. An easy roast chicken recipe to make - and the results are fantastic.

88

Roasting pork

Roasting pork cut into pieces for roasting. The grill over medium heat until

very soft yellow. Enough to cut into thin slices. Sauce, mix sugar and crush the fish

sauce, tamarind juice cooked with a taste of the salty, sour, sweet (for the sour taste

that I would have to put lemon juice also) put cayenne pepper, rice, beans and stir to

combine a sedge, onion, coriander. Western Road, stir well serve with grilled pork

neck.

89

Roasting fish

Fish recipe that can either be baked indoors, OR grilled on BBQ. A variety of

white-fleshed fish can be used in this recipe, including red snapper, gray mullet,

rainbow trout, tilapia, or whatever you have that's fresh and good. If you prefer a

more authentic approach, bake your fish in banana leaves instead of foil.

Sai-Aour

Sai-Aour is a types of foods grilled, smoked, eaten with rice. Served with fresh

ginger, fresh chillies, shallots and lemon delicious Sai-Aour a little spicy. Made from

roasted pork chops with seasoned salt and curry leaves are fragrant bergamot. The

sausage is one Sai-Aour. The circular spiral coil. Stacked in a circle.

90

4. Other

Spicy minced meat salad - pork, chicken And Spicy minced bacon

salad

This is one of Thailand's most beloved dishes, larb or spicy salad. This dish

originates from Thailand's north east (Isaan) and is traditionally eaten with sticky rice,

well garnished with lots of cold vegetables. Serve garnished (if desired) with sliced

cucumbers, sprigs of cilantro and sliced wedged of plain old white cabbage. This is

beautiful on its own, with either steamed jasmine rice or sticky rice, or as a part of a

larger Thai style dinner.

91

Bamboo Shoot Salad Northeastern Style

Thai style fresh bamboo shoots salad on a bed of crispy jicama and bean

sprouts. The spicy cilantro and mint dressing is very versatile and can be used as a dip

or over steamed fish or chicken. Toasted rice powder is the essential element that

lends a unique, nutty aroma without the cloying heaviness sesame oil. Combine all the

dressing ingredients. Taste and adjust to achieve the right balance of tanginess,

spiciness, and saltiness

92

Spicy minced raw meat and raw blood

This dish is made with raw meat and raw blood. Most commonly the meat is

boiled and served in a spicy salad with fresh chili peppers served with a side of fresh

vegetables and sticky rice.

Tome zap

93

Northeast-Style Spicy Soup with Rib-eye Pork "Tasty soup" as saep means

"tasty" Tome zap is a spicy soup of Isan (northeastern Thailand) origin. This version

is with beef , and served in a means fire pot.

Spicy minced Vermicelli

Hot and spicy food is normally on the table of every meal in Thai house,

particularly at dinner, the biggest meal of day. And Thai Vermicelli Salad or Yum

Wun Sen is all day dining. It’s healthy and low fat. You can make it less spicy or

more spicy as you wish.

94

Sticky rice

Hot Thai Sticky rice with good tasted

Vegetables set (for add)

Many fresh vegetables every days direct from farm in one set .

95

5. Product process

Nowadays, people always interesting to growing sell foods service, because

this business is the individual business that can make decision by self. Then make the

sell foods service more competition rather than part times, many company try to fine

the ways threat act people by their product and make opportunities to expand business

in future. In addition, customer will focusing to company service that attract them to

prefer in product such as promotion, advertising, packaging etc..All of all are

important to create service to customer. Our company focusing on fast delivery

product from produces stages to customer destination to make them satisfy and

loyalty. Then we have service into 1 method.

96

6. Service process

E-Sarn Man Delivery

1. Press like to E-Sean Man Delivery

2. Select E-Sarn Man Delivery Manu

3. Receive order set of Manu via face book

4. Make the product

5. Check the order

6. Delivery the customer order

7. Feed backs to E-Sarn Man Delivery

97

Our service will start from the think to change something normal in to the

standard. The tool for company service is facebook and creative. It is the powerful to

make service process running smooth. our company will make process fast time.

7. Process and packaging

After the customer order process are done. The kitchen will make the process

in fast time. Our packaging is the simple. It is only Plastic bags. We have time to pack

in 3-5 minute and delivery to customer by motorcycles and send to the customer. But

the next year we will change it to little box. Collect product to delivery in the box of

heat and delivery to the customer just in time.

8. Raw material

Raw material, we have a standard from supplier, which we used as a raw

material for cooking the standard raw material, because the sources of our raw

materials come from the standard of the country are CP Cooperation and

Kindeemeepak Company. That makes customer’s peace of mind in our raw materials

in the cooked food to consumers. The cost of raw material is 50% of sale.

98

Details of raw material follow:

Tomato Peanut Papaya Kaffir lime

Chinese Cabbage Cow-pea Ginger Curcuma

Sweet basil Mint Galangal Spring onion

Cucumber Parsley Lemongrass Celery

Dried chilli Garlic Long coriander Pork

Coriander root Dried shrimp Vermicelli Chitterlings

Onion Lemongrass Chicken Pig liver

Sparerib Whole White

Pepper

Salt Lemon

Egg Chicken sauce Ground dried

chilies

Palm sugar

Salted egg Black pepper Sugar Field crab

Oil Fish sauce Light soy sauce Pickled fish

Dressing Ripe tamarind Shrimp paste Roasted uncooked

rice

Shallot Water mimosa Chopped pork Fish

99

9. Labor and worker

All of Job Qualification is only 1 branch.

Chef 2 position

Job Qualification

Experience in cooking E-Sarn food at least 3 years

Male/Female, age not over 50 years

Love of cooking

Industrial, patient and discipline in workplace

Job Detail

Chef of E-Sarn food

Salary: 15,000฿/ Month

Chef Assistant 2 position

Job Qualification

Experience in cooking E-Sarn food at least 1 years

Not limited degree


Love of cooking

Industrial, patient and discipline in workplace

Job Detail

An assistant of E-Sarn food


100

Carter 5 position

Job Qualification

Males aged 22-30 years

Education grade 9 up

Expertise in the Bangkok metropolitan area as well

Driving license

Have motorcycle will be considered a special case

Have responsibility

Job Detail

Sent product in the Bangkok metropolitan area


Total salary

Detail Unit Salary Total(baht)

Chef 2 15,000 30,000

Chef Assistant 2 12,000 24,000

Carter 5 10,000 50,000

Total 104,000

Overhead cost (only one 1 branch.)

101

10. Operations cost

Water

Price

Unit.

(Baht).

Multiply Unit cubic meters

Total

(Baht)

12.54 x 10.00 125.40 Baht

15.35 x 5.00 76.75 Baht

Total 202.15 Baht

General Services: 350.00 Baht

VAT (7%): 38.65 Baht

Total 590.80 baht

102

Electricity

Detail Watt Hour Unit Total

unit/day

Neon light(indoor and out door) 50 13 20 13

Fridge 220 24 1 6.5

Computer 1000 13 1 13

Hood fan 220 13 1 2.86

Total unit 35.36

Total unit per month 1060.80 unit

3.423 baht/per unit

3631.12 baht

General Services 312.24 baht/ month

FT cost 1060.8*-0.06 = -63.65 baht

VAT 7% 271.58 baht

Total 4151.29 baht

103

Telephone and internet

Internet 590 Baht per month

Estimate Telephone 300 Baht per month

General Services 200 Baht per month

Vat 7% 76.3 Baht per month

Total 1160.3 Baht per month

Fuel

Gas 3% of sale

Fuel (motorcycle) 2% of sale

Maintenance

Motorcycle 2500 Baht per month

104

Total operations cost

operations Cost (baht/month)

Salary 104,000.00

Overhead cost

Water 590.80

Electricity 4151.29

Telephone and internet 1160.30

Fuel(variable) 3% of sale

Maintenance 2500.00

Total 5% of sale +112403.39

All of branch:

Fuel (variable) 5% of sale

Salary 416,000 Baht per month

Overhead cost without fuel 23,609.56 Baht per month

Maintenance 10,000 Baht per month

Total 449,609.56 Baht per month

105

Chapter 6

Administration Analysis

1. Organization Management

Organizational structure

The main tasks are as follows.

1) The executive responsible for finance, accounting, maintain the cleanliness

of the service.

2) The cooking is responsible for the preparation of raw materials cooked food

or cook according to customer orders to maintain cleanliness. Tools and equipment

such as plates, bowls, spoons, cooking spoons, forks, knives and kitchen equipment to

clean and ready for use to maintain cleanliness in the customer service and food.

3) The customer is responsible for the delivery of ordered items. Keep money

and other facilities to customers.

106

Logo

E-Sarn Man logo to advertising and show our

company images to customer. We use logo into package

product for customer to see and remember our. Our logo is

mean “Delicious, Cleanness, and Delivery”

Organizational chat

Manager

Assistant Manager

Accounting officer Receiver for order Chef Staff for driver

107

Office staff

Cashier Staff 1 position

Job Qualification

Female, aged 20 years up

Bachelor’s degree or higher

Circumspection and care to work

If you have experience in the restaurant will be considered a special

case

Job Detail: Cashier


Marketing Manager 1 position

Job Qualification

Bachelor’s degree to Master.


Experience in marketing management at least five years

Ability to plan and manage the marketing team as well.

Job Detail: Survey marketing and consumer behavior, marketing plans and

presentations to the executive director of marketing and sales, the implementation

plan and accomplish goals.


108

Office Equipments and supply

(Baht)

Item Picture unit

Price

Per

unit

Total

price

Useful

life per

year

Annual

Dep

Month De

p

Computer desk set

2 2450 4900 5 980 81.67

Printer

1 4060 4060 5 812 67.67

File cabinet

1 3,090 3,090 5 618 51.50

Calculator

2 439 878 5 175.6 14.63

Pen (Lancer)

1

pack 247 247 5 49.4 4.12

Folder

3

pack 270 810 5 162 13.50

Paper Punch

1 169 169 5 33.8 2.82

109

Quick Rubber

Stamp

1 99 99 5 19.8 1.65

A4 paper

10

box 525 5250 5 1050 87.50

Staple

5 95 475 5 95 7.92

Stapler

2 39 72 5 14.4 1.20

Paper clip

2

pack 80 160 5 32 2.67

Whiteboards

1 350 350 5 70 5.83

Chemical pen

(12/Box)

3

pack 115 345 5 69 5.75

Computer

2 10000 20000 5 4000 333.33

Other 5 6000 30000 5 6000 500.00

Total 70905 14181 1181.75

110

Office investment and depreciation

Year 1

Item Amount

Useful

life

per

year

Annual Dep Month Dep total price

after Dep.

Computer desk set ฿4,900 5 ฿980.00 ฿81.67 ฿3,920.00

Printer ฿4,060 5 ฿812.00 ฿67.67 ฿3,248.00

File cabinet ฿3,090 5 ฿618.00 ฿51.50 ฿2,472.00

Calculator ฿878 5 ฿175.60 ฿14.63 ฿702.40

Pen (Lancer) ฿247 5 ฿49.40 ฿4.12 ฿197.60

Folder ฿810 5 ฿162.00 ฿13.50 ฿648.00

Paper Punch ฿169 5 ฿33.80 ฿2.82 ฿135.20

Quick Rubber

Stamp ฿99 5 ฿19.80 ฿1.65 ฿79.20

A4 paper ฿5,250 5 ฿1,050.00 ฿87.50 ฿4,200.00

Staple ฿475 5 ฿95.00 ฿7.92 ฿380.00

Stapler ฿72 5 ฿14.40 ฿1.20 ฿57.60

Paper clip ฿160 5 ฿32.00 ฿2.67 ฿128.00

Whiteboards ฿350 5 ฿70.00 ฿5.83 ฿280.00

Chemical pen

(12/Box) ฿345 5 ฿69.00 ฿5.75 ฿276.00

Computer ฿20,000 5 ฿4,000.00 ฿333.33 ฿16,000.00

Other ฿30,000 5 ฿6,000.00 ฿500.00 ฿24,000.00

Total ฿70,905 ฿14,181.00 ฿1,181.75 ฿56,724.00

111

Year 2

Item Amount

Useful

life

per

year Annual Dep Month Dep

total price after

Dep.

Computer desk set ฿

3,920.00 5 ฿980.00 ฿81.67 ฿2,940.00

Printer ฿

3,248.00 5 ฿812.00 ฿67.67 ฿2,436.00

File cabinet ฿

2,472.00 5 ฿618.00 ฿51.50 ฿1,854.00

Calculator ฿702.40 5 ฿175.60 ฿14.63 ฿526.80

Pen (Lancer) ฿197.60 5 ฿49.40 ฿4.12 ฿148.20

Folder ฿648.00 5 ฿162.00 ฿13.50 ฿486.00

Paper Punch ฿135.20 5 ฿33.80 ฿2.82 ฿101.40

Quick Rubber Stamp ฿79.20 5 ฿19.80 ฿1.65 ฿59.40

A4 paper ฿

4,200.00 5 ฿1,050.00 ฿87.50 ฿3,150.00

Staple ฿380.00 5 ฿95.00 ฿7.92 ฿285.00

Stapler ฿57.60 5 ฿14.40 ฿1.20 ฿43.20

Paper clip ฿128.00 5 ฿32.00 ฿2.67 ฿96.00

Whiteboards ฿280.00 5 ฿70.00 ฿5.83 ฿210.00

Chemical pen

(12/Box) ฿276.00 5 ฿69.00 ฿5.75 ฿207.00

Computer ฿

16,000.00 5 ฿4,000.00 ฿333.33 ฿12,000.00

Other ฿

24,000.00 5 ฿6,000.00 ฿500.00 ฿18,000.00

Total ฿

56,724.00 ฿14,181.00 ฿1,181.75 ฿42,543.00

112

Year 3

Item

Amoun

t

Usefu

l life

per

year

Annual De

p

Month De

p

total price after

Dep.


2,940.00 5 ฿980.00 ฿81.67 ฿1,960.00

Printer ฿

2,436.00 5 ฿812.00 ฿67.67 ฿1,624.00

File cabinet ฿

1,854.00 5 ฿618.00 ฿51.50 ฿1,236.00

Calculator ฿526.80 5 ฿175.60 ฿14.63 ฿351.20

Pen (Lancer) ฿148.20 5 ฿49.40 ฿4.12 ฿98.80

Folder ฿486.00 5 ฿162.00 ฿13.50 ฿324.00

Paper Punch ฿101.40 5 ฿33.80 ฿2.82 ฿67.60

Quick Rubber

Stamp ฿59.40 5 ฿19.80 ฿1.65 ฿39.60

A4 paper ฿

3,150.00 5 ฿1,050.00 ฿87.50 ฿2,100.00

Staple ฿285.00 5 ฿95.00 ฿7.92 ฿190.00

Stapler ฿43.20 5 ฿14.40 ฿1.20 ฿28.80

Paper clip ฿96.00 5 ฿32.00 ฿2.67 ฿64.00

Whiteboards ฿210.00 5 ฿70.00 ฿5.83 ฿140.00

Chemical pen

(12/Box) ฿207.00 5 ฿69.00 ฿5.75 ฿138.00

Computer

฿12,000.0

0 5 ฿4,000.00 ฿333.33 ฿8,000.00

Other

฿18,000.0

0 5 ฿6,000.00 ฿500.00 ฿12,000.00

Total

฿42,543.0

0 ฿14,181.00 ฿1,181.75 ฿28,362.00

113

Year 4

Item

Amoun

t

Usefu

l life

per

year

Annual De

p

Month De

p

total price after

Dep.


1,960.00 5 ฿980.00 ฿81.67 ฿980.00

Printer ฿

1,624.00 5 ฿812.00 ฿67.67 ฿812.00

File cabinet ฿

1,236.00 5 ฿618.00 ฿51.50 ฿618.00

Calculator ฿351.20 5 ฿175.60 ฿14.63 ฿175.60

Pen (Lancer) ฿98.80 5 ฿49.40 ฿4.12 ฿49.40

Folder ฿324.00 5 ฿162.00 ฿13.50 ฿162.00

Paper Punch ฿67.60 5 ฿33.80 ฿2.82 ฿33.80

Quick Rubber

Stamp ฿39.60 5 ฿19.80 ฿1.65 ฿19.80

A4 paper ฿

2,100.00 5 ฿1,050.00 ฿87.50 ฿1,050.00

Staple ฿190.00 5 ฿95.00 ฿7.92 ฿95.00

Stapler ฿28.80 5 ฿14.40 ฿1.20 ฿14.40

Paper clip ฿64.00 5 ฿32.00 ฿2.67 ฿32.00

Whiteboards ฿140.00 5 ฿70.00 ฿5.83 ฿70.00

Chemical pen

(12/Box) ฿138.00 5 ฿69.00 ฿5.75 ฿69.00

Computer ฿

8,000.00 5 ฿4,000.00 ฿333.33 ฿4,000.00

Other

฿12,000.0

0 5 ฿6,000.00 ฿500.00 ฿6,000.00

Total

฿28,362.0

0 ฿14,181.00 ฿1,181.75 ฿14,181.00

114

Year 5

Item

Amoun

t

Usefu

l life

per

year

Annual De

p

Month De

p

total price after

Dep.

Computer desk set ฿980.00 5 ฿980.00 ฿81.67 ฿0.00

Printer ฿812.00 5 ฿812.00 ฿67.67 ฿0.00

File cabinet ฿618.00 5 ฿618.00 ฿51.50 ฿0.00

Calculator ฿175.60 5 ฿175.60 ฿14.63 ฿0.00

Pen (Lancer) ฿49.40 5 ฿49.40 ฿4.12 ฿0.00

Folder ฿162.00 5 ฿162.00 ฿13.50 ฿0.00

Paper Punch ฿33.80 5 ฿33.80 ฿2.82 ฿0.00

Quick Rubber

Stamp ฿19.80 5 ฿19.80 ฿1.65 ฿0.00

A4 paper ฿

1,050.00 5 ฿1,050.00 ฿87.50 ฿0.00

Staple ฿95.00 5 ฿95.00 ฿7.92 ฿0.00

Stapler ฿14.40 5 ฿14.40 ฿1.20 ฿0.00

Paper clip ฿32.00 5 ฿32.00 ฿2.67 ฿0.00

Whiteboards ฿70.00 5 ฿70.00 ฿5.83 ฿0.00

Chemical pen

(12/Box) ฿69.00 5 ฿69.00 ฿5.75 ฿0.00

Computer ฿

4,000.00 5 ฿4,000.00 ฿333.33 ฿0.00

Other ฿

6,000.00 5 ฿6,000.00 ฿500.00 ฿0.00

Total

฿14,181.0

0 ฿14,181.00 ฿1,181.75 ฿0.00

115

2. Administration cost

1 Salary

Wage rate for our organize

1. Marketing Manager 1 person 17,000 baht/Month

2. Cashier 1 person 10,000 baht/Month

Total salary per mouth 27,000 baht/Month

2 Rental free 0 baht/Month

Because of office stand at 2nd

flood at Jatukjak center branch, the

prices of this add in operation cost, we will not pay rental free.

3 Infrastructures

- Water* 0 baht/Month

- Internet and phone* 0 baht/Month

- Electricity:

Computer 2 1029.6 baht/Month

(300 units/ Month x 3.432 baht/unit)

Printer 1 171.6 baht/Month


Neon light 3 68.6 baht/Month


Other 50 baht/Month

Total 1319.8 baht/Month

Because of office stand at 2nd

flood at Jatukjak center branch, the

prices of this add in operation cost, we will not pay water and Internet

and phone.

4 Insurance:

Fire insurance 10,100 baht/year

(4 branches x 2,525 baht/year)

Social security insurance 38 person 91,200 baht/year

(38 person x 2400 baht/year)

Total 101,300 baht/year

5 Motivation 3,000 baht/year

6 Training 10,000 baht/year

116

The following is that administrative cost rate in each year:

Administrative cost year 1 100%





Year 1

Descrition bass Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Empolyee Salary ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿27,000 ฿324,000

Electricity expanse ฿1,320 ฿1,320 ฿1,320 ฿1,320 ฿1,320 ฿1,320 ฿1,320 ฿1,320 ฿1,320 ฿1,320 ฿1,320 ฿1,320 ฿15,838

Fire insurance expanse ฿10,100 ฿10,100 - - - - - - - - - - - ฿10,100

Social security insurance expanse ฿91,200 ฿91,200 - - - - - - - - - - - ฿91,200

Motivation expanse ฿3,000 ฿3,000 - - - - - - - - - - - ฿3,000

Training expanse ฿10,000 ฿10,000 - - - - - - - - - - - ฿10,000

Total ฿142,620 ฿28,320 ฿28,320 ฿28,320 ฿28,320 ฿28,320 ฿28,320 ฿28,320 ฿28,320 ฿28,320 ฿28,320 ฿28,320 ฿454,138

117

Year 2


Empolyee Salary ฿

28,350 ฿28,350 ฿

28,350 ฿

28,350 ฿

28,350 ฿

28,350 ฿

28,350 ฿

28,350 ฿

28,350 ฿

28,350 ฿

28,350 ฿

28,350 ฿

28,350 ฿

340,200


Fire insurance expanse ฿

10,605 ฿10,605 - - - - - - - - - - - ฿10,605

Social security insurance expanse ฿

95,760 ฿95,760 - - - - - - - - - - - ฿95,760


Training expanse ฿

10,500 ฿10,500 - - - - - - - - - - - ฿10,500

Total ฿

149,817 ฿

29,802 ฿

29,802 ฿

29,802 ฿

29,802 ฿

29,802 ฿

29,802 ฿

29,802 ฿

29,802 ฿

29,802 ฿

29,802 ฿

29,802 ฿

477,636

Year 3


Empolyee Salary ฿29,700 ฿29,700 ฿

29,700 ฿

29,700 ฿

29,700 ฿

29,700 ฿

29,700 ฿

29,700 ฿

29,700 ฿

29,700 ฿

29,700 ฿

29,700 ฿

29,700 ฿

356,400




100,320 ฿

100,320 - - - - - - - - - - - ฿

100,320



Total ฿

156,882 ฿

31,152 ฿

31,152 ฿

31,152 ฿

31,152 ฿

31,152 ฿

31,152 ฿

31,152 ฿

31,152 ฿

31,152 ฿

31,152 ฿

31,152 ฿

499,551

118

Year 4



31,050 ฿

31,050 ฿

31,050 ฿

31,050 ฿

31,050 ฿

31,050 ฿

31,050 ฿

31,050 ฿

31,050 ฿

31,050 ฿

31,050 ฿

372,600




104,880 ฿

104,880 - - - - - - - - - - - ฿

104,880



Total ฿

164,013 ฿

32,568 ฿

32,568 ฿

32,568 ฿

32,568 ฿

32,568 ฿

32,568 ฿

32,568 ฿

32,568 ฿

32,568 ฿

32,568 ฿

32,568 ฿

522,258

Year 5



32,400 ฿

32,400 ฿

32,400 ฿

32,400 ฿

32,400 ฿

32,400 ฿

32,400 ฿

32,400 ฿

32,400 ฿

32,400 ฿

32,400 ฿

388,800




109,440 ฿

109,440 - - - - - - - - - - - ฿

109,440



Total ฿

171,144 ฿

33,984 ฿

33,984 ฿

33,984 ฿

33,984 ฿

33,984 ฿

33,984 ฿

33,984 ฿

33,984 ฿

33,984 ฿

33,984 ฿

33,984 ฿

544,965

119

Chapter 7

Financial Analysis

1. Cost of project

Investment cost

Detail Cost (baht)

Pre operating 10,720

Kitchen Investment 223,864

Office Equipments and supply 70,905

total 305,489

Operating cost

Detail Cost per month (baht) Cost pre year (baht)

Retail

- Jatujak 28,000 336,000

- Bang krapi 29,000 348,000

- Bang rak 30,000 360,000

- Phyathai 28,000 336,000

Total production staff salaries 416,000 4,992,000

Water 2,363 28,358

Electricity 16,605 199,262

Fuel 150,000 1,800,000

Telephone and internet 4,641 55,694

Maintenance 2,500 30,000

Total 707,110 8,485,315

120

Administration cost

Detail Cost per month (baht) Cost pre year (baht)

Office staff salaries 27,000 324,000

Infrastructures 1,320 15,838

Fire insurance 10,100

Social security insurance 91,200

Motivation 3,000

Training 10,000

total 439,620

Cost requirement

Detail Cost

Investment cost 305,489

Operating cost 8,485,315

Administration cost 439,620

Total 9,230,424

Initial investment 10,000,000

Interest (per year) 15%

Interest (per month) 1.25%

Income tax 30%

Total principle and

interest 11,500,000

Repayment (years) 5

Repayment (Month) 60

Total principle and

interest per month 191,667

121

2. Financing Statement Income Statement

Year 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Revenue

selling 3,000,000 3,300,000 3,630,000 3,267,000 2,940,300 3,528,360 3,563,644 3,207,279 2,886,551 3,752,517 3,564,891 3,600,540 40,241,082

delivery revenue 150,000 165,000 181,500 163,350 147,015 176,418 178,182 160,364 144,328 187,626 178,245 180,027 2,012,054

total revenue 3,150,000 3,465,000 3,811,500 3,430,350 3,087,315 3,704,778 3,741,826 3,367,643 3,030,879 3,940,143 3,743,135 3,780,567 42,253,136

Cost of good sold 0

Raw material 1,500,000 1,650,000 1,815,000 1,633,500 1,470,150 1,764,180 1,781,822 1,603,640 1,443,276 1,876,258 1,782,445 1,800,270 20,120,541

Fuel 150,000 165,000 181,500 163,350 147,015 176,418 178,182 160,364 144,328 187,626 178,245 180,027 2,012,054

total 1,650,000 1,815,000 1,996,500 1,796,850 1,617,165 1,940,598 1,960,004 1,764,004 1,587,603 2,063,884 1,960,690 1,980,297 22,132,595

Gross margin 1,500,000 1,650,000 1,815,000 1,633,500 1,470,150 1,764,180 1,781,822 1,603,640 1,443,276 1,876,258 1,782,445 1,800,270 20,120,541

Expense

Poster/Vinyl 20,000 15,000 15,000 15,000 15,000 15,000 95,000

Leaflet 5,000 5,000 5,000 5,000 5,000 5,000 5,000 35,000

Pre operating 179 179 179 179 179 179 179 179 179 179 179 179 2,144

Water 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 28,358

Electricity 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 199,262

Telephone and internet 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641 55,694

Maintenance 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 30,000

production staff salaries 416,000 416,000 416,000 416,000 416,000 416,000 416,000 416,000 416,000 416,000 416,000 416,000 4,992,000

Retail 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 1,380,000

Office staff salaries 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 324,000

Infrastructures 1,320 1,320 1,320 1,320 1,320 1,320 1,320 1,320 1,320 1,320 1,320 1,320 15,838

Fire insurance 10,100 10,100

Social security insurance 91,200 91,200

Motivation 3,000 3,000

Training 10,000 10,000

Factory Investment 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 46,477

Office Equipments and supply 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 324,000

Other 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 60,000

Total expense 760,781 641,481 626,481 641,481 621,481 641,481 621,481 621,481 641,481 621,481 621,481 641,481 7,702,074

Earning before interest and Tax 739,219 1,008,519 1,188,519 992,019 848,669 1,122,699 1,160,341 982,158 801,795 1,254,777 1,160,964 1,158,789 12,418,467

Principle and interest 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 2,300,000

After interest expanse 547,552 816,852 996,852 800,352 657,002 931,032 968,674 790,492 610,128 1,063,111 969,298 967,122 10,118,467

Tax 30% 164,266 245,056 299,056 240,106 197,101 279,310 290,602 237,148 183,038 318,933 290,789 290,137 3,035,540

Net income 383,287 571,797 697,797 560,247 459,902 651,723 678,072 553,344 427,090 744,177 678,508 676,985 7,082,927

122


Revenue

selling ฿

3,600,540 ฿

3,960,594 ฿

4,356,653 ฿

3,920,988 ฿

3,528,889 ฿

4,234,667 ฿

4,277,014 ฿

3,849,312 ฿

3,464,381 ฿

4,503,695 ฿

4,278,510 ฿

4,321,296 48,296,538

delivery revenue ฿180,027 ฿198,030 ฿217,833 ฿196,049 ฿176,444 ฿211,733 ฿213,851 ฿192,466 ฿173,219 ฿225,185 ฿213,926 ฿216,065 2,414,827

total revenue 3,780,567 4,158,623 4,574,486 4,117,037 3,705,333 4,446,400 4,490,864 4,041,778 3,637,600 4,728,880 4,492,436 4,537,360 50,711,365

Cost of good sold 0

Raw material 1,800,270 1,980,297 2,178,327 1,960,494 1,764,445 2,117,333 2,138,507 1,924,656 1,732,190 2,251,848 2,139,255 2,160,648 24,148,269

Fuel 180,027 198,030 217,833 196,049 176,444 211,733 213,851 192,466 173,219 225,185 213,926 216,065 2,414,827

total 1,980,297 2,178,327 2,396,159 2,156,543 1,940,889 2,329,067 2,352,357 2,117,122 1,905,410 2,477,032 2,353,181 2,376,713 26,563,096

Gross margin 1,800,270 1,980,297 2,178,327 1,960,494 1,764,445 2,117,333 2,138,507 1,924,656 1,732,190 2,251,848 2,139,255 2,160,648 24,148,269

Expense

Poster/Vinyl 20,000 15,000 15,000 15,000 15,000 15,000 95,000

Leaflet 5,000 5,000 5,000 5,000 5,000 5,000 5,000 35,000

Pre operating

179 179 179 179 179 179 179 179 179 179 179 179 2,144

Water 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 28,358

Electricity 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605

199,262

Telephone and internet 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641 4,641

55,694

Maintenance 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500

30,000


Retail 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 1,380,000

Office staff salaries ฿28,350 ฿28,350 ฿28,350 ฿28,350 ฿28,350 ฿28,350 ฿28,350 ฿28,350 ฿28,350 ฿28,350 ฿28,350 ฿28,350 340,200

Infrastructures ฿1,452 ฿1,452 ฿1,452 ฿1,452 ฿1,452 ฿1,452 ฿1,452 ฿1,452 ฿1,452 ฿1,452 ฿1,452 ฿1,452 17,421

Fire insurance ฿10,605 10,605

Social security insurance ฿95,760 95,760

Motivation ฿3,150 3,150

Training ฿10,500 10,500

Factory Investment

3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 46,477


27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 324,000

Other 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 60,000

Total expense 767,978 642,963 627,963 642,963 622,963 642,963 622,963 622,963 642,963 622,963 622,963 642,963 7,725,572

Earning before interest and Tax 1,032,292 1,337,334 1,550,363 1,317,531 1,141,481 1,474,370 1,515,544 1,301,693 1,089,227 1,628,885 1,516,292 1,517,685 16,422,697


After interest expense 840,625 1,145,667 1,358,697 1,125,864 949,815 1,282,704 1,323,877 1,110,026 897,561 1,437,218 1,324,625 1,326,018 14,122,697

Tax 30% 252,188 343,700 407,609 337,759 284,944 384,811 397,163 333,008 269,268 431,165 397,388 397,805 4,236,809

Net income 588,438 801,967 951,088 788,105 664,870 897,893 926,714 777,018 628,292 1,006,052 927,238 928,213 9,885,888

123


Revenue

selling ฿

4,321,296 ฿

4,753,425 ฿

5,228,768 ฿

4,705,891 ฿

4,235,302 ฿

5,082,362 ฿

5,133,186 ฿

4,619,867 ฿

4,157,880 ฿

5,405,245 ฿

5,134,982 ฿

5,186,332 57,964,536


total revenue 4,537,360 4,991,096 5,490,206 4,941,185 4,447,067 5,336,480 5,389,845 4,850,861 4,365,775 5,675,507 5,391,732 5,445,649 60,862,763

Cost of good sold 0

Raw material 2,160,648 2,376,713 2,614,384 2,352,945 2,117,651 2,541,181 2,566,593 2,309,934 2,078,940 2,702,622 2,567,491 2,593,166 28,982,268

Fuel 216,065 237,671 261,438 235,295 211,765 254,118 256,659 230,993 207,894 270,262 256,749 259,317 2,898,227

total 2,376,713 2,614,384 2,875,822 2,588,240 2,329,416 2,795,299 2,823,252 2,540,927 2,286,834 2,972,885 2,824,240 2,852,483 31,880,495

Gross margin 2,160,648 2,376,713 2,614,384 2,352,945 2,117,651 2,541,181 2,566,593 2,309,934 2,078,940 2,702,622 2,567,491 2,593,166 28,982,268

Expense

Poster/Vinyl 20,000 15,000 15,000 15,000 15,000 15,000 95,000

Leaflet 5,000 5,000 5,000 5,000 5,000 5,000 5,000 35,000

Pre operating

179 179 179 179 179 179 179 179 179 179 179 179 2,144

Water 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 28,358

Electricity 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605

199,262


55,694

Maintenance 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500

30,000


Retail 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 1,380,000

Office staff salaries

฿29,700 ฿29,700 ฿29,700 ฿29,700 ฿29,700 ฿29,700 ฿29,700 ฿29,700 ฿29,700 ฿29,700 ฿29,700 ฿29,700 356,400





Training ฿11,000 11,000

Factory Investment

3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 46,477


27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 324,000

Other 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 60,000

Total expense 775,043 644,313 629,313 644,313 624,313 644,313 624,313 624,313 644,313 624,313 624,313 644,313 7,747,487



After interest expense 1,193,938 1,540,733 1,793,404 1,516,966 1,301,671 1,705,201 1,750,613 1,493,954 1,242,960 1,886,643 1,751,511 1,757,186 18,934,781

Tax 30% 358,181 462,220 538,021 455,090 390,501 511,560 525,184 448,186 372,888 565,993 525,453 527,156 5,680,434

Net income 835,757 1,078,513 1,255,383 1,061,876 911,170 1,193,641 1,225,429 1,045,768 870,072 1,320,650 1,226,058 1,230,030 13,254,346

124


Revenue

selling

฿5,186,332

฿5,704,965

฿5,134,469

฿4,621,022

฿4,158,920

฿4,990,704

฿5,040,611

฿4,536,550

฿4,082,895

฿5,307,763

฿5,042,375

฿5,092,799 58,899,404


total revenue 5,445,649 5,990,214 5,391,192 4,852,073 4,366,866 5,240,239 5,292,641 4,763,377 4,287,039 5,573,151 5,294,494 5,347,439 61,844,375

Cost of good sold 0

Raw material 2,593,166 2,852,483 2,567,234 2,310,511 2,079,460 2,495,352 2,520,305 2,268,275 2,041,447 2,653,882 2,521,188 2,546,399 29,449,702

Fuel 259,317 285,248 256,723 231,051 207,946 249,535 252,031 226,827 204,145 265,388 252,119 254,640 2,944,970

total 2,852,483 3,137,731 2,823,958 2,541,562 2,287,406 2,744,887 2,772,336 2,495,102 2,245,592 2,919,270 2,773,306 2,801,039 32,394,672

Gross margin 2,593,166 2,852,483 2,567,234 2,310,511 2,079,460 2,495,352 2,520,305 2,268,275 2,041,447 2,653,882 2,521,188 2,546,399 29,449,702

Expense

Poster/Vinyl 20,000 15,000 15,000 15,000 15,000 15,000 95,000

Leaflet 5,000 5,000 5,000 5,000 5,000 5,000 5,000 35,000

Pre operating

179 179 179 179 179 179 179 179 179 179 179 179 2,144

Water 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 28,358

Electricity 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605

199,262


55,694

Maintenance 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500

30,000


Retail 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 1,380,000


฿31,050 ฿31,050 ฿31,050 ฿31,050 ฿31,050 ฿31,050 ฿31,050 ฿31,050 ฿31,050 ฿31,050 ฿31,050 ฿31,050 372,600





Training ฿11,500 11,500

Factory Investment

3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 46,477


27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 324,000

Other 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 60,000

Total expense 782,174 645,729 630,729 645,729 625,729 645,729 625,729 625,729 645,729 625,729 625,729 645,729 7,770,194




Tax 30% 485,798 604,526 523,452 441,935 378,619 497,387 510,873 435,264 361,215 550,946 511,138 512,701 5,813,852

Net income 1,133,528 1,410,561 1,221,387 1,031,181 883,445 1,160,569 1,192,037 1,015,615 842,836 1,285,540 1,192,654 1,196,303 13,565,656

125


Revenue

selling

฿5,092,799

฿5,602,079

฿5,041,871

฿4,537,684

฿4,083,915

฿4,900,698

฿4,949,705

฿4,454,735

฿4,009,261

฿5,212,040

฿4,951,438

฿5,000,952 57,837,177


total revenue 5,347,439 5,882,183 5,293,964 4,764,568 4,288,111 5,145,733 5,197,191 4,677,472 4,209,724 5,472,642 5,199,010 5,251,000 60,729,036

Cost of good sold 0

Raw material 2,546,399 2,801,039 2,520,935 2,268,842 2,041,958 2,450,349 2,474,853 2,227,367 2,004,631 2,606,020 2,475,719 2,500,476 28,918,588

Fuel 254,640 280,104 252,094 226,884 204,196 245,035 247,485 222,737 200,463 260,602 247,572 250,048 2,891,859

total 2,801,039 3,081,143 2,773,029 2,495,726 2,246,153 2,695,384 2,722,338 2,450,104 2,205,094 2,866,622 2,723,291 2,750,524 31,810,447

Gross margin 2,546,399 2,801,039 2,520,935 2,268,842 2,041,958 2,450,349 2,474,853 2,227,367 2,004,631 2,606,020 2,475,719 2,500,476 28,918,588

Expense

Poster/Vinyl 20,000 15,000 15,000 15,000 15,000 15,000 95,000

Leaflet 5,000 5,000 5,000 5,000 5,000 5,000 5,000 35,000

Pre operating

179 179 179 179 179 179 179 179 179 179 179 179 2,144

Water 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 2,363 28,358

Electricity 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605 16,605

199,262


55,694

Maintenance 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500

30,000


Retail 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 115,000 1,380,000


฿32,400 ฿32,400 ฿32,400 ฿32,400 ฿32,400 ฿32,400 ฿32,400 ฿32,400 ฿32,400 ฿32,400 ฿32,400 ฿32,400 388,800





Training ฿12,000 12,000

Factory Investment

3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 3,873 46,477


27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 27,000 324,000

Other 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 60,000

Total expense 789,305 647,145 632,145 647,145 627,145 647,145 627,145 627,145 647,145 627,145 627,145 647,145 7,792,901




Tax 30% 469,628 588,668 509,137 429,009 366,944 483,461 496,812 422,567 349,746 536,162 497,072 498,499 5,647,706

Net income 1,095,799 1,373,559 1,187,987 1,001,021 856,202 1,128,076 1,159,229 985,989 816,073 1,251,046 1,159,835 1,163,165 13,177,981

126

Cash Flow Statement


Operations

Net sale 3,000,000 3,300,000 3,630,000 3,267,000 2,940,300 3,528,360 3,563,644 3,207,279 2,886,551 3,752,517 3,564,891 3,600,540 40,241,082

Cash received on service 150,000 165,000 181,500 163,350 147,015 176,418 178,182 160,364 144,328 187,626 178,245 180,027 2,012,054

Depreciation and Amortization 5,055 5,055 5,055 5,055 5,055 5,055 5,055 5,055 5,055 5,055 5,055 5,055 60,658

Purchasing raw material 1,650,000 1,815,000 1,996,500 1,796,850 1,617,165 1,940,598 1,960,004 1,764,004 1,587,603 2,063,884 1,960,690 1,980,297 22,132,595

Expense 760,781 641,481 626,481 641,481 621,481 641,481 621,481 621,481 641,481 621,481 621,481 641,481 7,702,074

Cash paid for income tax 164,266 245,056 299,056 240,106 197,101 279,310 290,602 237,148 183,038 318,933 290,789 290,137 3,035,540

Net cash flows from operating activity 580,008 768,518 894,518 756,968 656,623 848,444 874,793 750,066 623,811 940,899 875,230 873,707 9,443,585

0

Investments 0

Cash paid on investment 305,489 305,489

Net cash flows from investing activity -305,489 -305,489

0

Financing 0

Long tern note payable 10,000,000 10,000,000

Repayment for interest and principle 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 191,667 2,300,000

Net cash flows from financing activity 9,808,333 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 7,700,000

Net cash increase or decrease 10,082,852 576,851 702,851 565,301 464,956 656,777 683,127 558,399 432,144 749,232 683,563 682,040 16,838,096

Beginning cash 0 10,082,852 10,659,704 11,362,555 11,927,857 12,392,813 13,049,590 13,732,717 14,291,116 14,723,261 15,472,493 16,156,056 0

Ending cash 10,082,852 10,659,704 11,362,555 11,927,857 12,392,813 13,049,590 13,732,717 14,291,116 14,723,261 15,472,493 16,156,056 16,838,096 16,838,096

127


Operations

Net sale ฿

3,600,540 ฿

3,960,594 ฿

4,356,653 ฿

3,920,988 ฿

3,528,889 ฿

4,234,667 ฿

4,277,014 ฿

3,849,312 ฿

3,464,381 ฿

4,503,695 ฿

4,278,510 ฿

4,321,296 48,296,538




Expense 760,781 641,481 626,481 641,481 621,481 641,481 621,481 621,481 641,481 621,481 621,481 641,481 7,702,074


Net cash flows from operating activity 880,278 1,098,815 1,257,845 1,083,962 950,918 1,201,597 1,231,478 1,071,082 912,726 1,316,488 1,232,040 1,234,085 13,471,314

0

Investments 0

Cash paid on investment 0

Net cash flows from investing activity 0

0

Financing 0

Long tern note payable 0


Net cash flows from financing activity -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -191,667 -2,300,000

Net cash increase or decrease 688,611 907,148 1,066,178 892,295 759,251 1,009,931 1,039,812 879,416 721,059 1,124,822 1,040,373 1,042,418 11,171,314

Beginning cash 16,838,096 17,526,708 18,433,856 19,500,034 20,392,329 21,151,580 22,161,511 23,201,322 24,080,738 24,801,797 25,926,619 26,966,992 16,838,096

Ending cash 17,526,708 18,433,856 19,500,034 20,392,329 21,151,580 22,161,511 23,201,322 24,080,738 24,801,797 25,926,619 26,966,992 28,009,410 28,009,410

128


Operations

Net sale ฿

4,321,296 ฿

4,753,425 ฿

5,228,768 ฿

4,705,891 ฿

4,235,302 ฿

5,082,362 ฿

5,133,186 ฿

4,619,867 ฿

4,157,880 ฿

5,405,245 ฿

5,134,982 ฿

5,186,332 57,964,536




Expense 760,781 641,481 626,481 641,481 621,481 641,481 621,481 621,481 641,481 621,481 621,481 641,481 7,702,074


Net cash flows from operating activity 1,240,656 1,495,231 1,693,902 1,476,414 1,304,124 1,625,445 1,659,564 1,456,360 1,259,476 1,767,263 1,660,276 1,666,603 18,305,312

0

Investments 0



0

Financing 0




Net cash increase or decrease 1,048,989 1,303,564 1,502,235 1,284,747 1,112,457 1,433,778 1,467,898 1,264,693 1,067,809 1,575,596 1,468,609 1,474,937 16,005,312

Beginning cash 11,171,314 12,220,303 13,523,867 15,026,102 16,310,849 17,423,306 18,857,085 20,324,982 21,589,676 22,657,484 24,233,081 25,701,690 11,171,314

Ending cash 12,220,303 13,523,867 15,026,102 16,310,849 17,423,306 18,857,085 20,324,982 21,589,676 22,657,484 24,233,081 25,701,690 27,176,626 27,176,626

129


Operations

Net sale ฿

5,186,332 ฿

5,704,965 ฿

5,134,469 ฿

4,621,022 ฿

4,158,920 ฿

4,990,704 ฿

5,040,611 ฿

4,536,550 ฿

4,082,895 ฿

5,307,763 ฿

5,042,375 ฿

5,092,799 58,899,404




Expense 760,781 641,481 626,481 641,481 621,481 641,481 621,481 621,481 641,481 621,481 621,481 641,481 7,702,074



0

Investments 0



0

Financing 0




Net cash increase or decrease 1,481,508 1,779,334 1,455,086 1,242,312 1,074,266 1,387,949 1,421,610 1,223,034 1,030,316 1,526,855 1,422,305 1,428,170 16,472,747

Beginning cash 16,005,312 17,486,820 19,266,154 20,721,240 21,963,552 23,037,819 24,425,768 25,847,378 27,070,413 28,100,729 29,627,584 31,049,889 16,005,312

Ending cash 17,486,820 19,266,154 20,721,240 21,963,552 23,037,819 24,425,768 25,847,378 27,070,413 28,100,729 29,627,584 31,049,889 32,478,059 32,478,059

130


Operations

Net sale ฿

5,092,799 ฿

5,602,079 ฿

5,041,871 ฿

4,537,684 ฿

4,083,915 ฿

4,900,698 ฿

4,949,705 ฿

4,454,735 ฿

4,009,261 ฿

5,212,040 ฿

4,951,438 ฿

5,000,952 57,837,177




Expense 760,781 641,481 626,481 641,481 621,481 641,481 621,481 621,481 641,481 621,481 621,481 641,481 7,702,074



0

Investments 0



0

Financing 0




Net cash increase or decrease 1,434,741 1,727,891 1,408,787 1,200,643 1,036,764 1,342,947 1,376,158 1,182,127 993,499 1,478,994 1,376,837 1,382,247 15,941,633

Beginning cash 16,472,747 17,907,487 19,635,378 21,044,165 22,244,808 23,281,572 24,624,519 26,000,676 27,182,803 28,176,303 29,655,297 31,032,133 16,472,747

Ending cash 17,907,487 19,635,378 21,044,165 22,244,808 23,281,572 24,624,519 26,000,676 27,182,803 28,176,303 29,655,297 31,032,133 32,414,380 32,414,380

131

Balance Sheet

Year 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Assets

Current asset

Cash 10,082,85

2 10,659,70

4 11,362,55

5 11,927,85

7 12,392,81

3 13,049,59

0 13,732,71

7 14,291,11

6 14,723,26

1 15,472,49

3 16,156,05

6 16,838,09

6

Fixed assets

Equipments(Kitchen) 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 Less: accrumulated depreciation 3,873 7,746 11,619 15,492 19,366 23,239 27,112 30,985 34,858 38,731 42,604 46,477

Total 219,991 216,118 212,245 208,372 204,498 200,625 196,752 192,879 189,006 185,133 181,260 177,387

Equipments(Office) 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 Less: accrumulated depreciation 1,182 2,364 3,545 4,727 5,909 7,091 8,272 9,454 10,636 11,818 12,999 14,181

Total 69,723 68,542 67,360 66,178 64,996 63,815 62,633 61,451 60,269 59,088 57,906 56,724

Total fixedassets 289,714 284,659 279,604 274,550 269,495 264,440 259,385 254,330 249,275 244,220 239,166 234,111

Total Assets 10,372,56

7 10,944,36

3 11,642,16

0 12,202,40

6 12,662,30

8 13,314,03

0 13,992,10

2 14,545,44

6 14,972,53

6 15,716,71

3 16,395,22

2 17,072,20

7

Liability and Equity

Liability

Long tern note payable

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

Total liability

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

Equity

Retain earning 372,567 944,363 1,642,160 2,202,406 2,662,308 3,314,030 3,992,102 4,545,446 4,972,536 5,716,713 6,395,222 7,072,207

Total owner equity 372,567 944,363 1,642,160 2,202,406 2,662,308 3,314,030 3,992,102 4,545,446 4,972,536 5,716,713 6,395,222 7,072,207

Total liability and equity

10,372,56

7

10,944,36

3

11,642,16

0

12,202,40

6

12,662,30

8

13,314,03

0

13,992,10

2

14,545,44

6

14,972,53

6

15,716,71

3

16,395,22

2

17,072,20

7

132


Assets

Current asset

Cash

17,526,70

8

18,433,85

6

19,500,03

4

20,392,32

9

21,151,58

0

22,161,51

1

23,201,32

2

24,080,73

8

24,801,79

7

25,926,61

9

26,966,99

2

28,009,41

0

Fixed assets

Equipments(Kitchen) 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 Less: accrumulated

depreciation 3,873 7,746 11,619 15,492 19,366 23,239 27,112 30,985 34,858 38,731 42,604 46,477

Total 219,991 216,118 212,245 208,372 204,498 200,625 196,752 192,879 189,006 185,133 181,260 177,387

Equipments(Office) 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 Less: accrumulated

depreciation 1,182 2,364 3,545 4,727 5,909 7,091 8,272 9,454 10,636 11,818 12,999 14,181

Total 69,723 68,542 67,360 66,178 64,996 63,815 62,633 61,451 60,269 59,088 57,906 56,724


Total Assets

17,816,42

2

18,718,51

5

19,779,63

8

20,666,87

9

21,421,07

5

22,425,95

1

23,460,70

7

24,335,06

8

25,051,07

3

26,170,83

9

27,206,15

7

28,243,52

1


Liability

Long tern note payable 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0

Total liability 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0

Equity

Retain earning 7,816,422 8,718,515 9,779,638

10,666,87

9

11,421,07

5

12,425,95

1

13,460,70

7

14,335,06

8

15,051,07

3

16,170,83

9

17,206,15

7

18,243,52

1

Total owner equity 7,816,422 8,718,515 9,779,638

10,666,87

9

11,421,07

5

12,425,95

1

13,460,70

7

14,335,06

8

15,051,07

3

16,170,83

9

17,206,15

7

18,243,52

1

Total liability and equity 17,816,42

2 18,718,51

5 19,779,63

8 20,666,87

9 21,421,07

5 22,425,95

1 23,460,70

7 24,335,06

8 25,051,07

3 26,170,83

9 27,206,15

7 28,243,52

1

133


Assets

Current asset

Cash 12,220,30

3 13,523,86

7 15,026,10

2 16,310,84

9 17,423,30

6 18,857,08

5 20,324,98

2 21,589,67

6 22,657,48

4 24,233,08

1 25,701,69

0 27,176,62

6

Fixed assets

Equipments(Kitchen) 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 223,864 Less: accrumulated depreciation 3,873 7,746 11,619 15,492 19,366 23,239 27,112 30,985 34,858 38,731 42,604 46,477

Total 219,991 216,118 212,245 208,372 204,498 200,625 196,752 192,879 189,006 185,133 181,260 177,387

Equipments(Office) 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 70,905 Less: accrumulated depreciation 1,182 2,364 3,545 4,727 5,909 7,091 8,272 9,454 10,636 11,818 12,999 14,181

Total 69,723 68,542 67,360 66,178 64,996 63,815 62,633 61,451 60,269 59,088 57,906 56,724


Total Assets 12,510,01

7 13,808,52

6 15,305,70

6 16,585,39

8 17,692,80

1 19,121,52

5 20,584,36

7 21,844,00

6 22,906,76

0 24,477,30

1 25,940,85

5 27,410,73

7


Liability


10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

Total liability

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

10,000,00

0

Equity

Retain earning 2,510,017 3,808,526 5,305,706 6,585,398 7,692,801 9,121,525 10,584,36

7 11,844,00

6 12,906,76

0 14,477,30

1 15,940,85

5 17,410,73

7

Total owner equity 2,510,017 3,808,526 5,305,706 6,585,398 7,692,801 9,121,525 10,584,36

7 11,844,00

6 12,906,76

0 14,477,30

1 15,940,85

5 17,410,73

7

Total liability and equity

12,510,01

7

13,808,52

6

15,305,70

6

16,585,39

8

17,692,80

1

19,121,52

5

20,584,36

7

21,844,00

6

22,906,76

0

24,477,30

1

25,940,85

5

27,410,73

7

134


Assets

Current asset

Cash

17,486,82

0

19,266,15

4

20,721,24

0

21,963,55

2

23,037,81

9

24,425,76

8

25,847,37

8

27,070,41

3

28,100,72

9

29,627,58

4

31,049,88

9

32,478,05

9

Fixed assets


depreciation 3,873 7,746 11,619 15,492 19,366 23,239 27,112 30,985 34,858 38,731 42,604 46,477

Total 219,991 216,118 212,245 208,372 204,498 200,625 196,752 192,879 189,006 185,133 181,260 177,387


depreciation 1,182 2,364 3,545 4,727 5,909 7,091 8,272 9,454 10,636 11,818 12,999 14,181

Total 69,723 68,542 67,360 66,178 64,996 63,815 62,633 61,451 60,269 59,088 57,906 56,724


Total Assets

17,776,53

4

19,550,81

3

21,000,84

4

22,238,10

2

23,307,31

3

24,690,20

8

26,106,76

3

27,324,74

3

28,350,00

4

29,871,80

4

31,289,05

5

32,712,17

0


Liability


0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0


0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0

Equity

Retain earning 7,776,534 9,550,813

11,000,84

4

12,238,10

2

13,307,31

3

14,690,20

8

16,106,76

3

17,324,74

3

18,350,00

4

19,871,80

4

21,289,05

5

22,712,17

0

Total owner equity 7,776,534 9,550,813

11,000,84

4

12,238,10

2

13,307,31

3

14,690,20

8

16,106,76

3

17,324,74

3

18,350,00

4

19,871,80

4

21,289,05

5

22,712,17

0


4 19,550,81

3 21,000,84

4 22,238,10

2 23,307,31

3 24,690,20

8 26,106,76

3 27,324,74

3 28,350,00

4 29,871,80

4 31,289,05

5 32,712,17

0

135


Assets

Current asset

Cash

17,907,48

7

19,635,37

8

21,044,16

5

22,244,80

8

23,281,57

2

24,624,51

9

26,000,67

6

27,182,80

3

28,176,30

3

29,655,29

7

31,032,13

3

32,414,38

0

Fixed assets


depreciation 3,873 7,746 11,619 15,492 19,366 23,239 27,112 30,985 34,858 38,731 42,604 46,477

Total 219,991 216,118 212,245 208,372 204,498 200,625 196,752 192,879 189,006 185,133 181,260 177,387


depreciation 1,182 2,364 3,545 4,727 5,909 7,091 8,272 9,454 10,636 11,818 12,999 14,181

Total 69,723 68,542 67,360 66,178 64,996 63,815 62,633 61,451 60,269 59,088 57,906 56,724


Total Assets

18,197,20

2

19,920,03

7

21,323,76

9

22,519,35

8

23,551,06

7

24,888,95

9

26,260,06

1

27,437,13

3

28,425,57

8

29,899,51

7

31,271,29

9

32,648,49

0


Liability


0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0


0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0 10,000,00

0

Equity

Retain earning 8,197,202 9,920,037

11,323,76

9

12,519,35

8

13,551,06

7

14,888,95

9

16,260,06

1

17,437,13

3

18,425,57

8

19,899,51

7

21,271,29

9

22,648,49

0

Total owner equity 8,197,202 9,920,037

11,323,76

9

12,519,35

8

13,551,06

7

14,888,95

9

16,260,06

1

17,437,13

3

18,425,57

8

19,899,51

7

21,271,29

9

22,648,49

0


2 19,920,03

7 21,323,76

9 22,519,35

8 23,551,06

7 24,888,95

9 26,260,06

1 27,437,13

3 28,425,57

8 29,899,51

7 31,271,29

9 32,648,49

0

136

Break-Even point

Estimate of our products are can not count, break-even point will

follow;

Fixed Costs: 700000

Variable Cost (per unit): 33

Selling Price (per unit): 60

Time Period: 1 month

X = Product unit

Break-Even point = [(60-33)*x]-700,000= 0

= 25,926 Product unit

Profit margin 18%

ROA 16%

ROE 103%

NPV 15% ฿98,375,144.91

IRR 205%

Payback period 2 year

137

Chapter 8

Risk Management

1. External Risk

External risk is a risk which we cannot predict or control because external

factor is beyond controlling of our company management and processing. So we

should have a good planning to defense the risk we face in the future.

Political

The operations of E-Sarn Man are affected by the government policies on the

regulations of fast food operation. Currently government are controlling the marketing

of fast food restaurant because of health concern such as cardiovascular and

cholesterol issue and obesity among the young and children in the country.

Governments also control the license given for open the fast food restaurant and other

business regulation need to follow such as for a franchise business. Good relationship

with government in giving mutual benefits such as employment and tax is a must for

the company to succeed in any market. E-Sarn Man should also protect its workers by

ensuring all the hiring, compensation, training or repatriation is according to Thailand

Labor Law as stipulated

138

Economic

In the present economic of Thailand is uncertainty because political conflict,

social problem but in pheu thai-led government of Prime Minister Yingluck

Shinawatr. She supports Thai small businesses must continue to improve in order to

better cope with growing

competition in the domestic markets.

Social/Cultural

The changing lifestyles of Thailand due to development of Thailand economy

should be also taking into consideration. While more people are able financially to eat

at more expensive outlet such as fast food restaurant, they have higher expectation.

They want to have quality in services and more conveniences that can differentiate

one restaurant from another. Young urban consumers want technology in their life

and facilities such as credit card payment, wireless internet, cozy and relaxing

ambient place, and other attraction for their hangout and eating. All these needs

should also be taken into consideration. There is not much difference between cultural

and the purchase of products in a country but for different cultural sensitivity should

be upheld. For example in India people (Hindu) do not take beef, Muslim countries do

not take pork, German like beers, Finnish like fish type of food menu, Chinese like to

associate food with something good (for example prosperity), Asian like rice and

139

Americans eat in big-sized menu. So far E-Sarn Man has shown good efforts in

localization of its menu to suit local taste but it should constantly survey and learn

about local culture to better understand and design the best product for them

Changing in Technology

Nowadays technology and innovation has changed rapidly that effect to

industrial development such as machines in manufacturing and backwardness of

equipment. So Changing in Technology and innovation will along with manufacture

development. We should have manage risk about changing by bring new knowledge

into manufacture and develop time life using of many machines and always check

availability of old machines but if our company monitors with new technology, it will

help us to improve capacity inventory to present the best thing for customer.

Therefore, E-Sarn Man will benefit from the technology efficiency, low cost, and

decrease the amount of time that they spend on routine administrative tasks. So, new

technologies introduced a provider of conferencing services, the benefits for customer

and new technology is easier and less costly for businesses. Some of these changes,

like adding new options to the customer have proven to be valuable to their users.

140

2. Analysis Competitors by Five Forces

The intensity of rivalry among competitors in an industry refers to the extent

to which firms within an industry put pressure on one another and limit each other’s

profit potential. If rivalry is fierce, competitors are trying to steal profit and market

share from one another. This reduces profit potential for all firms within the industry.

According to Porter’s 5 forces framework, the intensity of rivalry among firms is one

of the main forces that shape the competitive structure of an industry.

Porter’s 5 forces of rivalry in an industry affect the competitive environment

and influence the ability of existing firms to achieve profitability. High intensity of

rivalry means competitors are aggressively targeting each other’s markets and

141

aggressively pricing products. This represents potential costs to all competitors within

the industry.

3. Rivalry among Existing Competitors

Old Customers - all the restaurants had regular customers.

Because food is key factor to life. When customers are

impressed with the taste of each shop that always go to only

there shop to be the same. That make The customer not decided

to try a new taste in other shop, Because fear taste of new shop

that not delicious like the old one

How - organized the promotion / trade / distribution /

bonus. In turn, customers can taste it and not pay money.

There are many varieties of restaurants - the food is highly

necessary. Everyone needs to eat to living and survive in

society. That has many varieties of restaurants for Consumers

choose.

o Solution - Our restaurant is a particular restaurant a (E-

Sarn Foods) we do not sell fast foods. Therefore,

customers who use our service are customers like E-

Sarn Foods.

142

o We are certified by The Food and Drug Administration.

Spicy like E-Sarn food tastes original. We focus on

providing the most of service for the client was

impressed and returned to us again.

o Attention to cleanliness. We focus on the cleanliness of

food, a place, glass, and container for their trust, peace,

trust in our services.

4. Bargaining power of Suppliers.

Collaboration with another shop that we know to be the bargain

to the Suppliers for cheaper. (In case, If we buy separate by

myself will expensive than buy by groups).

Suppliers - Our company always purchase the same supplier is

to add consistently to increase our credit for our shop. For

supplier has the confidence and deliver a good quality to our

suppliers is not cheating.

5. Bargaining power of customers.

Our companies have a package of food to increase the value of

food to appropriate with that customers pay.

143

Use standard balanced with our competitor, to avoid comparing

prices to consumers.

6. The Threat of Substitute Products

Substitute product, food is the main factor that every man must

eat. There are many varieties of food in this world for everyone

chooses many things for replacement E-Sarn foods so many

things. Such as for fast food made to order. But our companies

are featuring the tastes of food. Consumers can trust in our

tastes, it is difficult to substitute with our foods.

7. Threat of New entrants

Restaurant business is a business that anyone can open.

Because it is convenient, as everyone must know how to cook.

If we will maintain this strategy, we have to find good location

and Good parking facilitate.

Second, facilitate the customers we must maintain the

cleanliness of our shop as much as possible. The Customers

will have trust in our service. Third, we need to manage our

store to look good when customer come to our store. The

atmosphere persuades the customer to our store. So that

144

customers can inhale the good atmosphere, that make the

customers feel relaxed.

Advantage / disadvantage in competition

Advantage in competition

disadvantage in competition

1. Business operations under the

certificate of the Food and Drug

Administration. This is a guarantee

that the foods have standard and

acceptable to consumers.

2. Business with good service and

quality conscious. Customer service

is at the main factor to do business.

3. Location of the business.

Convenient to service our customers

and have Service delivery, if you

can’t come to our restaurant.

4. Quick delivery of goods on the road

as well.

1. Competitor have strategy

variety promotion more than

us

2. Some business have varieties

foods like fast foods shops

145

8. Internal risk

Processing of company may face any risk like an operation system, human

resource management and conflict of interest. There are risk that can be visible and

control underneath company processing:

Integrity Risk

Faithfulness of employees also is risk because if employees are not loyalty to

job, it will effect to trustful between employer and employee and make disunity in

work. So employer should take care employees like there are same family because if

employees get attend from employer, their will have inspiration to do job.

Human resource risk

Operation part

Fire ,fire can damage kitchen if chief miss in cooking, have fire safety

in kitchen and maintenance twice a week

Accident about sharp, sharp can damage chief or can be weapon if

don’t keep in safety place, keep in locker and only head chief hold the

key, testing skill of chief and chief assistant before hire

Lacking skill of employee ,one of Lacking skill of employee can

turbulence the process, have testing before hire

Cheating, cheating made profit loss, First time see the reason or fire if

no good reason second time fire only

146

Absence employee, absence of employee made labor lacking, first time

manager will be worn to employee , second time cut the monthly paid

and third time fire

Military problem, man who didn’t pass military can be activate to the

military it will damage to organization in lacking labor, avoid to hire

man didn’t pass military

Drinking in work time, employee who drinking will damage image of

organization, drinking loss employee self control so they cant predict

how damage how occur from drinking, fire only

Organizing part

Seniority, our organization concern about skill of employee not

seniority so its contrast with Thai custom , all employee must accept

agreement of organization culture before hiring

Libel, when someone have successful in career will be made someone

envy lead to libel, libel can damage relation of employee lead to

efficiency in work, manager have to control employee and solve

problem before its happen

Bias of manager, when have big problem manager can be have bias in

decision, so 3 manager from another branch will judge with out

disputant information

147

Sexual harassment, sexual harassment will damage employee in many

way such as relation between employee and organization image, If

employee get sexual harassment concrete evidence it can be changed in

reward and who did harassment will be fire and send to the police.

Lacking motivation, If don’t have challenging in work employee will

work bad, branch which have most increase percentage sales will get

bonus from other expense part.

148

9. Risk Analysis for Project Feasibility

We should consider by the scenario as following

- Sales decrease by 5%,10%,15%

- interest increase by 5%,10%,15%

- Cost/Expense increase by 5%,10%,15%

Income Statement

Sales decrease 5%

Income Statement Year 1 Year 2 Year 3 Year 4 Year 5

Revenue

selling

38,229,027

45,881,711

55,066,309

55,954,434

54,945,318

delivery revenue 1,911,451 2,294,086 2,753,315 2,797,722 2,747,266

total revenue 40,140,479 48,175,797 57,819,625 58,752,156 57,692,584

Cost of good sold

Raw material 19,114,514 22,940,856 27,533,155 27,977,217 27,472,659

Fuel 1,911,451 2,294,086 2,753,315 2,797,722 2,747,266

total 21,025,965 25,234,941 30,286,470 30,774,939 30,219,925

Gross margin 19,114,514 22,940,856 27,533,155 27,977,217 27,472,659

Expense

Poster/Vinyl 95,000 95,000 95,000 95,000 95,000

Leaflet 35,000 35,000 35,000 35,000 35,000

Pre operating 2,144 2,144 2,144 2,144 2,144

Water 28,358 28,358 28,358 28,358 28,358

Electricity 199,262 199,262 199,262 199,262 199,262

Telephone and internet 55,694 55,694 55,694 55,694 55,694

Maintenance 30,000 30,000 30,000 30,000 30,000

production staff salaries 4,992,000 4,992,000 4,992,000 4,992,000 4,992,000

Retail 1,380,000 1,380,000 1,380,000 1,380,000 1,380,000

Office staff salaries 324,000 340,200 356,400 372,600 388,800

Infrastructures 15,838 17,421 17,421 18,213 19,005

Fire insurance 10,100 10,605 11,110 11,615 12,120

Social security insurance 91,200 95,760 100,320 104,880 109,440

Motivation 3,000 3,150 3,300 3,450 3,600

Training 10,000 10,500 11,000 11,500 12,000

Factory Investment 46,477 46,477 46,477 46,477 46,477


324,000 324,000 324,000 324,000 324,000

Other 60,000 60,000 60,000 60,000 60,000

Total expense 7,702,074 7,725,572 7,747,487 7,770,194 7,792,901

Earning before interest and Tax 11,412,440 15,215,283 19,785,667 20,207,023 19,679,758

Principle and interest 2,300,000 2,300,000 2,300,000 2,300,000 2,300,000

After interest expense 9,112,440 12,915,283 17,485,667 17,907,023 17,379,758

Tax 30% 2,733,732 3,874,585 5,245,700 5,372,107 5,213,927

Net income 6,378,708 9,040,698 12,239,967 12,534,916 12,165,831

149

Sales decrease 10%


Revenue

selling

36,216,973

43,466,884

52,168,082

53,009,464

52,053,459


total revenue 38,027,822 45,640,229 54,776,486 55,659,937 54,656,132

Cost of good sold

Raw material 18,108,487 21,733,442 26,084,041 26,504,732 26,026,730

Fuel 1,810,849 2,173,344 2,608,404 2,650,473 2,602,673

total 19,919,335 23,906,786 28,692,445 29,155,205 28,629,403

Gross margin 18,108,487 21,733,442 26,084,041 26,504,732 26,026,730

Expense

Poster/Vinyl 95,000 95,000 95,000 95,000 95,000

Leaflet 35,000 35,000 35,000 35,000 35,000

Pre operating 2,144 2,144 2,144 2,144 2,144

Water 28,358 28,358 28,358 28,358 28,358

Electricity 199,262 199,262 199,262 199,262 199,262


Maintenance 30,000 30,000 30,000 30,000 30,000


Retail 1,380,000 1,380,000 1,380,000 1,380,000 1,380,000



Fire insurance 10,100 10,605 11,110 11,615 12,120


Motivation 3,000 3,150 3,300 3,450 3,600

Training 10,000 10,500 11,000 11,500 12,000



324,000 324,000 324,000 324,000 324,000

Other 60,000 60,000 60,000 60,000 60,000

Total expense 7,702,074 7,725,572 7,747,487 7,770,194 7,792,901




Tax 30% 2,431,924 3,512,361 4,810,966 4,930,361 4,780,149

Net income 5,674,489 8,195,509 11,225,588 11,504,176 11,153,680

150

Sales decrease 15%


Revenue

selling

34,204,919

41,052,058

49,269,856

50,064,494

49,161,600


total revenue 35,915,165 43,104,660 51,733,348 52,567,718 51,619,680

Cost of good sold

Raw material 17,102,460 20,526,029 24,634,928 25,032,247 24,580,800

Fuel 1,710,246 2,052,603 2,463,493 2,503,225 2,458,080

total 18,812,706 22,578,632 27,098,421 27,535,472 27,038,880

Gross margin 17,102,460 20,526,029 24,634,928 25,032,247 24,580,800

Expense

Poster/Vinyl 95,000 95,000 95,000 95,000 95,000

Leaflet 35,000 35,000 35,000 35,000 35,000

Pre operating 2,144 2,144 2,144 2,144 2,144

Water 28,358 28,358 28,358 28,358 28,358

Electricity 199,262 199,262 199,262 199,262 199,262


Maintenance 30,000 30,000 30,000 30,000 30,000


Retail 1,380,000 1,380,000 1,380,000 1,380,000 1,380,000



Fire insurance 10,100 10,605 11,110 11,615 12,120


Motivation 3,000 3,150 3,300 3,450 3,600

Training 10,000 10,500 11,000 11,500 12,000



324,000 324,000 324,000 324,000 324,000

Other 60,000 60,000 60,000 60,000 60,000

Total expense 7,702,074 7,725,572 7,747,487 7,770,194 7,792,901




Tax 30% 2,130,116 3,150,137 4,376,232 4,488,616 4,346,370

Net income 4,970,270 7,350,320 10,211,208 10,473,437 10,141,529

151

Interest increase 5%


Revenue

selling 40,241,082 48,296,538 57,964,536 58,899,404 57,837,177


total revenue 42,253,136 50,711,365 60,862,763 61,844,375 60,729,036

Cost of good sold

Raw material 20,120,541 24,148,269 28,982,268 29,449,702 28,918,588

Fuel 2,012,054 2,414,827 2,898,227 2,944,970 2,891,859

total 22,132,595 26,563,096 31,880,495 32,394,672 31,810,447

Gross margin 20,120,541 24,148,269 28,982,268 29,449,702 28,918,588

Expense

Poster/Vinyl 95,000 95,000 95,000 95,000 95,000

Leaflet 35,000 35,000 35,000 35,000 35,000

Pre operating 2,144 2,144 2,144 2,144 2,144

Water 28,358 28,358 28,358 28,358 28,358

Electricity 199,262 199,262 199,262 199,262 199,262


Maintenance 30,000 30,000 30,000 30,000 30,000


Retail 1,380,000 1,380,000 1,380,000 1,380,000 1,380,000



Fire insurance 10,100 10,605 11,110 11,615 12,120


Motivation 3,000 3,150 3,300 3,450 3,600

Training 10,000 10,500 11,000 11,500 12,000



324,000 324,000 324,000 324,000 324,000

Other 60,000 60,000 60,000 60,000 60,000

Total expense 7,702,074 7,725,572 7,747,487 7,770,194 7,792,901


Principle and interest

2,415,000

2,415,000

2,415,000

2,415,000

2,415,000


Tax 30% 3,001,040 4,202,309 5,645,934 5,779,352 5,613,206

Net income 7,002,427 9,805,388 13,173,846 13,485,156 13,097,481

152



Revenue

selling 40,241,082 48,296,538 57,964,536 58,899,404 57,837,177


total revenue 42,253,136 50,711,365 60,862,763 61,844,375 60,729,036

Cost of good sold

Raw material 20,120,541 24,148,269 28,982,268 29,449,702 28,918,588

Fuel 2,012,054 2,414,827 2,898,227 2,944,970 2,891,859

total 22,132,595 26,563,096 31,880,495 32,394,672 31,810,447

Gross margin 20,120,541 24,148,269 28,982,268 29,449,702 28,918,588

Expense

Poster/Vinyl 95,000 95,000 95,000 95,000 95,000

Leaflet 35,000 35,000 35,000 35,000 35,000

Pre operating 2,144 2,144 2,144 2,144 2,144

Water 28,358 28,358 28,358 28,358 28,358

Electricity 199,262 199,262 199,262 199,262 199,262


Maintenance 30,000 30,000 30,000 30,000 30,000


Retail 1,380,000 1,380,000 1,380,000 1,380,000 1,380,000



Fire insurance 10,100 10,605 11,110 11,615 12,120


Motivation 3,000 3,150 3,300 3,450 3,600

Training 10,000 10,500 11,000 11,500 12,000



324,000 324,000 324,000 324,000 324,000

Other 60,000 60,000 60,000 60,000 60,000

Total expense 7,702,074 7,725,572 7,747,487 7,770,194 7,792,901



2,530,000

2,530,000

2,530,000

2,530,000

2,530,000


Tax 30% 2,966,540 4,167,809 5,611,434 5,744,852 5,578,706

Net income 6,921,927 9,724,888 13,093,346 13,404,656 13,016,981

153



Revenue

selling 40,241,082 48,296,538 57,964,536 58,899,404 57,837,177


total revenue 42,253,136 50,711,365 60,862,763 61,844,375 60,729,036

Cost of good sold

Raw material 20,120,541 24,148,269 28,982,268 29,449,702 28,918,588

Fuel 2,012,054 2,414,827 2,898,227 2,944,970 2,891,859

total 22,132,595 26,563,096 31,880,495 32,394,672 31,810,447

Gross margin 20,120,541 24,148,269 28,982,268 29,449,702 28,918,588

Expense

Poster/Vinyl 95,000 95,000 95,000 95,000 95,000

Leaflet 35,000 35,000 35,000 35,000 35,000

Pre operating 2,144 2,144 2,144 2,144 2,144

Water 28,358 28,358 28,358 28,358 28,358

Electricity 199,262 199,262 199,262 199,262 199,262


Maintenance 30,000 30,000 30,000 30,000 30,000


Retail 1,380,000 1,380,000 1,380,000 1,380,000 1,380,000



Fire insurance 10,100 10,605 11,110 11,615 12,120


Motivation 3,000 3,150 3,300 3,450 3,600

Training 10,000 10,500 11,000 11,500 12,000



324,000 324,000 324,000 324,000 324,000

Other 60,000 60,000 60,000 60,000 60,000

Total expense 7,702,074 7,725,572 7,747,487 7,770,194 7,792,901



2,645,000

2,645,000

2,645,000

2,645,000

2,645,000


Tax 30% 2,932,040 4,133,309 5,576,934 5,710,352 5,544,206

Net income 6,841,427 9,644,388 13,012,846 13,324,156 12,936,481

154

Cost/Expense increase 5%


Revenue

selling 40,241,082 48,296,538 57,964,536 58,899,404 57,837,177


total revenue 42,253,136 50,711,365 60,862,763 61,844,375 60,729,036

Cost of good sold

Raw material

21,126,568

25,355,683

30,431,381

30,922,187

30,364,518

Fuel 2,112,657 2,535,568 3,043,138 3,092,219 3,036,452

total 23,239,225 27,891,251 33,474,519 34,014,406 33,400,970

Gross margin 19,013,911 22,820,114 27,388,243 27,829,969 27,328,066

Expense

Total expense

8,087,177

8,111,851

8,134,862

8,158,704

8,182,546




Tax 30% 2,588,020 3,722,479 5,086,014 5,211,379 5,053,656

Net income 6,038,714 8,685,784 11,867,367 12,159,885 11,791,864



Revenue

selling 40,241,082 48,296,538 57,964,536 58,899,404 57,837,177


total revenue 42,253,136 50,711,365 60,862,763 61,844,375 60,729,036

Cost of good sold

Raw material

22,132,595

26,563,096

31,880,495

32,394,672

31,810,447

Fuel 2,213,259 2,656,310 3,188,049 3,239,467 3,181,045

total 24,345,854 29,219,406 35,068,544 35,634,140 34,991,492

Gross margin 17,907,281 21,491,960 25,794,218 26,210,235 25,737,544

Expense

Total expense

8,472,281

8,498,130

8,522,236

8,547,214

8,572,191




Tax 30% 2,140,500 3,208,149 4,491,595 4,608,906 4,459,606

Net income 4,994,500 7,485,681 10,480,388 10,754,115 10,405,747

155



Revenue

selling 40,241,082 48,296,538 57,964,536 58,899,404 57,837,177


total revenue 42,253,136 50,711,365 60,862,763 61,844,375 60,729,036

Cost of good sold

Raw material

23,138,622

27,770,510

33,329,608

33,867,158

33,256,377

Fuel 2,313,862 2,777,051 3,332,961 3,386,716 3,325,638

total 25,452,484 30,547,560 36,662,569 37,253,873 36,582,014

Gross margin 16,800,652 20,163,805 24,200,194 24,590,501 24,147,021

Expense

Total expense

8,857,385

8,884,408

8,909,610

8,935,723

8,961,836




Tax 30% 1,692,980 2,693,819 3,897,175 4,006,433 3,865,556

Net income 3,950,287 6,285,578 9,093,408 9,348,345 9,019,630

156

Cash Flow Statement

Sales decrease 5%

Cash Flow Statement Year 1 Year 2 Year 3 Year 4 Year 5

Operations

Net sale

38,229,027

45,881,711

55,066,309

55,954,434

54,945,318

Cash received on service 1,911,451 2,294,086 2,753,315 2,797,722 2,747,266

Depreciation and Amortization 60,658 60,658 60,658 60,658 60,658

Purchasing raw material

21,025,965

25,234,941

30,286,470

30,774,939

30,219,925

Expense 7,702,074 7,702,074 7,702,074 7,702,074 7,702,074

Cash paid for income tax 3,035,540 3,035,540 3,035,540 3,035,540 3,035,540

Net cash flows from operating activity 8,437,558

12,263,900

16,856,199

17,300,262

16,795,704

0 0 0 0 0

Investments 0 0 0 0 0

Cash paid on investment 305,489 0 0 0 0 Net cash flows from investing activity -305,489 0 0 0 0

0 0 0 0 0

Financing 0 0 0 0 0


10,000,000 0 0 0 0

Repayment for interest and principle 2,300,000 2,300,000 2,300,000 2,300,000 2,300,000

Net cash flows from financing activity 7,700,000

-2,300,000

-2,300,000

-2,300,000

-2,300,000

Net cash increase or decrease

15,832,069 9,963,900

14,556,199

15,000,262

14,495,704

Beginning cash 0 15,832,06

9 25,795,96

9 40,352,16

9 55,352,43

0

Ending cash

15,832,069

25,795,969

40,352,169

55,352,430

69,848,134

157

Sales decrease 10%


Operations

Net sale

36,216,973

43,466,884

52,168,082

53,009,464

52,053,459




19,919,335

23,906,786

28,692,445

29,155,205

28,629,403

Expense 7,702,074 7,702,074 7,702,074 7,702,074 7,702,074



11,056,487

15,407,086

15,827,776

15,349,774

0 0 0 0 0



0 0 0 0 0

Financing 0 0 0 0 0


10,000,000 0 0 0 0



-2,300,000

-2,300,000

-2,300,000

-2,300,000


14,826,042 8,756,487

13,107,086

13,527,776

13,049,774


2 23,582,52

9 36,689,61

5 50,217,39

1

Ending cash

14,826,042

23,582,529

36,689,615

50,217,391

63,267,165

158

Sales decrease 15%


Operations

Net sale

34,204,919

41,052,058

49,269,856

50,064,494

49,161,600




18,812,706

22,578,632

27,098,421

27,535,472

27,038,880

Expense 7,702,074 7,702,074 7,702,074 7,702,074 7,702,074


Net cash flows from operating activity 6,425,504 9,849,073

13,957,972

14,355,291

13,903,845

0 0 0 0 0



0 0 0 0 0

Financing 0 0 0 0 0


10,000,000 0 0 0 0



-2,300,000

-2,300,000

-2,300,000

-2,300,000


13,820,015 7,549,073

11,657,972

12,055,291

11,603,845


5 21,369,08

8 33,027,06

1 45,082,35

2

Ending cash

13,820,015

21,369,088

33,027,061

45,082,352

56,686,197

159



Operations

Net sale

40,241,082

48,296,538

57,964,536

58,899,404

57,837,177




22,132,595

26,563,096

31,880,495

32,394,672

31,810,447

Expense 7,702,074 7,702,074 7,702,074 7,702,074 7,702,074



13,471,314

18,305,312

18,772,747

18,241,633

0 0 0 0 0



0 0 0 0 0

Financing 0 0 0 0 0


10,000,000 0 0 0 0



-2,415,000

-2,415,000

-2,415,000

-2,415,000


16,723,096

11,056,314

15,890,312

16,357,747

15,826,633


6 27,779,41

0 43,669,72

2 60,027,46

9

Ending cash

16,723,096

27,779,410

43,669,722

60,027,469

75,854,102

160



Operations

Net sale

40,241,082

48,296,538

57,964,536

58,899,404

57,837,177




22,132,595

26,563,096

31,880,495

32,394,672

31,810,447

Expense 7,702,074 7,702,074 7,702,074 7,702,074 7,702,074



13,471,314

18,305,312

18,772,747

18,241,633

0 0 0 0 0



0 0 0 0 0

Financing 0 0 0 0 0


10,000,000 0 0 0 0



-2,530,000

-2,530,000

-2,530,000

-2,530,000


16,608,096

10,941,314

15,775,312

16,242,747

15,711,633


6 27,549,41

0 43,324,72

2 59,567,46

9

Ending cash

16,608,096

27,549,410

43,324,722

59,567,469

75,279,102

161



Operations

Net sale

40,241,082

48,296,538

57,964,536

58,899,404

57,837,177




22,132,595

26,563,096

31,880,495

32,394,672

31,810,447

Expense 7,702,074 7,702,074 7,702,074 7,702,074 7,702,074



13,471,314

18,305,312

18,772,747

18,241,633

0 0 0 0 0



0 0 0 0 0

Financing 0 0 0 0 0


10,000,000 0 0 0 0



-2,645,000

-2,645,000

-2,645,000

-2,645,000


16,493,096

10,826,314

15,660,312

16,127,747

15,596,633


6 27,319,41

0 42,979,72

2 59,107,46

9

Ending cash

16,493,096

27,319,410

42,979,722

59,107,469

74,704,102

162



Operations

Net sale

40,241,082

48,296,538

57,964,536

58,899,404

57,837,177




23,239,225

27,891,251

33,474,519

34,014,406

33,400,970

Expense 8,087,177 8,111,851 8,134,862 8,158,704 8,182,546



11,733,382

16,278,500

16,696,383

16,170,638

0 0 0 0 0



0 0 0 0 0

Financing 0 0 0 0 0


10,000,000 0 0 0 0



-2,300,000

-2,300,000

-2,300,000

-2,300,000


15,346,363 9,433,382

13,978,500

14,396,383

13,870,638


3 24,779,74

4 38,758,24

4 53,154,62

7

Ending cash

15,346,363

24,779,744

38,758,244

53,154,627

67,025,265

163



Operations

Net sale

40,241,082

48,296,538

57,964,536

58,899,404

57,837,177




24,345,854

29,219,406

35,068,544

35,634,140

34,991,492

Expense 8,472,281 8,498,130 8,522,236 8,547,214 8,572,191



10,018,948

14,297,101

14,688,139

14,190,471

0 0 0 0 0



0 0 0 0 0

Financing 0 0 0 0 0


10,000,000 0 0 0 0



-2,300,000

-2,300,000

-2,300,000

-2,300,000


13,854,629 7,718,948

11,997,101

12,388,139

11,890,471


9 21,573,57

8 33,570,67

8 45,958,81

7

Ending cash

13,854,629

21,573,578

33,570,678

45,958,817

57,849,288

164



Operations

Net sale

40,241,082

48,296,538

57,964,536

58,899,404

57,837,177




25,452,484

30,547,560

36,662,569

37,253,873

36,582,014

Expense 8,857,385 8,884,408 8,909,610 8,935,723 8,961,836


Net cash flows from operating activity 4,968,385 8,304,515

12,315,701

12,679,896

12,210,303

0 0 0 0 0



0 0 0 0 0

Financing 0 0 0 0 0


10,000,000 0 0 0 0



-2,300,000

-2,300,000

-2,300,000

-2,300,000


12,362,896 6,004,515

10,015,701

10,379,896 9,910,303


6 18,367,41

1 28,383,11

2 38,763,00

8

Ending cash

12,362,896

18,367,411

28,383,112

38,763,008

48,673,311

165

Balance Sheet

Sales decrease 5%

Balance Sheet Year 1 Year 2 Year 3 Year 4 Year 5

Assets

Current asset

Cash 152654655 258545251 223292798 286021635 288039546

Fixed assets

Equipments(Kitchen) 2,686,368 2,686,368 2,686,368 2,686,368 2,686,368

Less: accrumulated depreciation 302,103 302,103 302,103 302,103 302,103

Total 2,384,265 2,384,265 2,384,265 2,384,265 2,384,265

Equipments(Office) 850,860 850,860 850,860 850,860 850,860


Total 758,684 758,684 758,684 758,684 758,684

Total fixedassets 3,142,949 3,142,949 3,142,949 3,142,949 3,142,949

Total Assets 155,797,604 261,688,200 226,435,747 289,164,584 291,182,495


Liability

Long tern note payable 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Total liability 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Equity

Retain earning 35,797,604 141,688,200 106,435,747 169,164,584 171,182,495

Total owner equity 35,797,604 141,688,200 106,435,747 169,164,584 171,182,495

Total liability and equity 155,797,604 261,688,200 226,435,747 289,164,584 291,182,495

166

Sales decrease 10%


Assets

Current asset

Cash 144620199 244937606 211540545 270967864 272879570

Fixed assets



Total 2,384,265 2,384,265 2,384,265 2,384,265 2,384,265



Total 758,684 758,684 758,684 758,684 758,684


Total Assets 147,763,148 248,080,555 214,683,494 274,110,813 276,022,519


Liability


Total liability 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Equity

Retain earning 27,763,148 128,080,555 94,683,494 154,110,813 156,022,519



167

Sales decrease 15%


Assets

Current asset

Cash 136585744 231329961 199788293 255914094 257719594

Fixed assets



Total 2,384,265 2,384,265 2,384,265 2,384,265 2,384,265



Total 758,684 758,684 758,684 758,684 758,684


Total Assets 139,728,693 234,472,910 202,931,242 259,057,043 260,862,543


Liability


Total liability 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Equity

Retain earning 19,728,693 114,472,910 82,931,242 139,057,043 140,862,543



168



Assets

Current asset

Cash 160536383 271894227 234821651 300789247 302911345

Fixed assets



Total 2,384,265 2,384,265 2,384,265 2,384,265 2,384,265



Total 758,684 758,684 758,684 758,684 758,684


Total Assets 163,679,332 275,037,176 237,964,600 303,932,196 306,054,294


Liability


Total liability 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Equity

Retain earning 43,679,332 155,037,176 117,964,600 183,932,196 186,054,294



169



Assets

Current asset

Cash 160383653 271635556 234598249 300503085 302623165

Fixed assets



Total 2,384,265 2,384,265 2,384,265 2,384,265 2,384,265



Total 758,684 758,684 758,684 758,684 758,684


Total Assets 163,526,602 274,778,505 237,741,198 303,646,034 305,766,114


Liability


Total liability 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Equity

Retain earning 43,526,602 154,778,505 117,741,198 183,646,034 185,766,114



170



Assets

Current asset

Cash 160230925 271376885 234374849 300216926 302334986

Fixed assets



Total 2,384,265 2,384,265 2,384,265 2,384,265 2,384,265



Total 758,684 758,684 758,684 758,684 758,684


Total Assets 163,373,874 274,519,834 237,517,798 303,359,875 305,477,935


Liability


Total liability 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Equity

Retain earning 43,373,874 154,519,834 117,517,798 183,359,875 185,477,935



171



Assets

Current asset

Cash 150573015 255019659 220247917 282121367 284111762

Fixed assets



Total 2,384,265 2,384,265 2,384,265 2,384,265 2,384,265



Total 758,684 758,684 758,684 758,684 758,684


Total Assets 153,715,964 258,162,607 223,390,866 285,264,316 287,254,710


Liability


Total liability 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Equity

Retain earning 33,715,964 138,162,607 103,390,866 165,264,316 167,254,710



172



Assets

Current asset

Cash 140419379 237822840 205395872 263096990 264953166

Fixed assets



Total 2,384,265 2,384,265 2,384,265 2,384,265 2,384,265



Total 758,684 758,684 758,684 758,684 758,684


Total Assets 143,562,328 240,965,789 208,538,821 266,239,939 268,096,115


Liability


Total liability 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Equity

Retain earning 23,562,328 120,965,789 88,538,821 146,239,939 148,096,115



173



Assets

Current asset

Cash 130265742 220626021 190543827 244072614 245794571

Fixed assets



Total 2,384,265 2,384,265 2,384,265 2,384,265 2,384,265



Total 758,684 758,684 758,684 758,684 758,684


Total Assets 133,408,691 223,768,970 193,686,776 247,215,563 248,937,520


Liability


Total liability 120,000,000 120,000,000 120,000,000 120,000,000 120,000,000

Equity

Retain earning 13,408,691 103,768,970 73,686,776 127,215,563 128,937,520



174

Chapter 9

Financial Feasibility Analysis Summary

1. Financial Assumption

E-Sarn Man Company has financial assumption by consider from market need

various with production. We concern on market price which estimate the changing

growth rate by use assumption.

2. Income Statement

For income statement, we consider from previous data of market average to

use as population’s information to estimate income and expense that we will receive

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in each year. We are estimate about 5 years by we use financial assumption. You can

see net income increase in 5 years.

3. Cash Flow Statement

From the cash flow chart, you can estimate actual income in the year that how

much company receives and expense by using financial hypothesis and financial

policy abovementioned and we can see the current assets increasing in every year.

And show the liquidity of cash flow has high. Then we can spend a lot of money to

purchase the product by on the problem.

4. Balance Sheet

In balance sheet part include the data of asset, debt share and owner in period

year end that how much it is. The balance sheet takes the data cash flow income

statement to calculation. In the line of balance sheet this graph shows the value of

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equity that will increase in every year and value of equity of our company about

32,648,490baht.

5. Net Present Value

The detail of Net Present Value (NPV) from the table, we have calculate Net

Present Value by equal to 98,375,144.91baht and can pay back period with in 2

month. The decisions making to invest have the worthwhile value.

6. Return on Investment

The Rate of Return on Investment (IRR) from the table. We have calculated IRR

by using Excel equal 205%.

i

Chapter 1



http://www.panyathai.or.th/wiki/index.php/%E0%B8%AA%E0%B9%89%E0

%B8%A1%E0%B8%95%E0%B8%B3


Chapter 2

http://www.oie.go.th/brief_economics/Dec2554.pdf page 7/14

http://cookglobaleatathome.com/category/recipes-in-english/salad-recipes-in-

english/

http://www.bloggang.com/mainblog.php?id=breathtakingspeed&month=16-

01-2009&group=6&gblog=7




http://www.ipsr.mahidol.ac.th/ipsr-th/population_thai.html

http://www.ttim.co.th/home/food/ , http://www.mcot.net/cfcustom/cache_page/306104.html






http://www.oie.go.th/brief_economics/Dec2554.pdf








http://www.ttim.co.th/home/food/

http://www.mcot.net/cfcustom/cache_page/306104.html

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Chapter 3







http://www.chestersgrill.co.th/%E0%B9%80%E0%B8%81%E0%B8%A2%E

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81%E0%B8%A3%E0%B8%A5%E0%B8%A5.aspx

Chapter 4



















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E-Sarn Man Members

Mr. Aniruth Vongseranoo 5031203175

[email protected]

Mr. Krittin Choonchuongchoti 5131203076

[email protected]

Mr. Panop Anuntalabhochai 5231203093 [email protected]

Mr. Wasurong Lertsupakul 5231203109

[email protected]

Mr. Songpon Wongyai 5231203509

[email protected], [email protected]

Ms. Ruedeewan Pumkomuth 5231203101 [email protected]

E-Sarn Man Delivery Report

Documents

Transcript of E-Sarn Man Delivery Report