Earthos International business plan

earthos The vegetarians’ paradise

Business Plan

By: Yashvinder Singh Thakur

1st March, 2014

Table of Contents

Executive Summary………………………………………………………………….....3

Management Team – Organization chart………………………………………….4

Keys to Success………………………………………………………………………….5

Mission

Objectives

Start-up Summary……………………………………………………………………….6

Product and Service Description…………………………………………………….7

Future Products and Services…………………………………………………………8

DMS – Delivery Management System

Market Strategy………………………………………………………………………….9

Market Segmentation

Industry untapped

Target Market Segments

Market Growth

Market Trends

Market Need

Strategy…………………………………………………………………………………..20

Promotion Strategy……………………………………………………………………..21

Positioning Statement………………………………………………………………….22

Pricing Strategy.......................................................................................................22

Executive Summary

earthos is a premium eating establishment, with a keen focus on vegetarian

aspirants and offering vegetarian delicacies from across the globe. earthos is

targeted towards healthy and nutritious way of providing vegetarian fast food

and multi-national cuisine on the platter. Distinctive menu with a differentiating

strategy to provide excellent culinary choices for global patrons. The key to

success for our company is, in-depth market research, an innovative theme-

based concept; an excellent approach to selling and a strategic location with

marketing at its very best. To overcome food Industry’s high competition,

periodic over-capacity, low margins and low entry & exit barriers, our company is

planning to plan excellently for earthos with a will to draw tourists as well as multi-

national residents in vicinity. Planning to provide class products at competitive

and premium pricing, thereby providing credibility to its clients.

Management Team – Organization chat

earthos, being a professional company, will be having a well-organized structure for

effective management of operations, quality of service and excellent level of

operational strategy.

Organizational Chart

Keys to success

Management

Team

Operations Manager &

Restaurant manager

Head chef

Arabic Chef

Oriental Chef

Asian Chef

Continental

Chef

1 Assistant for

each chef

Accounts assistant and

inventory officer Stewards

Cleaners Back office

Front Office Kitchen

Authenticity is our benchmark; with an ideation to connect with the customer to

provide him with original flavours. Innovation is our key, how creative we can be with

vegetarian cuisine is our sole focus. Combining world’s best cuisines into one. Healthy,

nature-fresh raw produce is our offering. Enhanced and targeted approach towards

pricing, pitching, customer-centric approach and promotions. Capturing world’s best

chefs to provide best and authentic mouth-watering recipes for our menu. A theme-

based creation, with class interiors.

Mission

earthos will be the most sought after, upscale theme- based concept in combination

with fast food & global multi cuisine; thriving on focusing and targeting vegetarian &

vegan food-lovers across the Globe, providing them with authentic mouth-watering

recipes.

Objectives

earthos will strive to achieve the following goals –

Be one of the world’s top vegetarian restaurants, making its presence felt

across the globe

Authenticity is our sole aim and to serve with original flavours

Cash flow self-sufficiency by the end of first year

Providing an income for founder – owner with income growth and expansion

possibilities.

Start Up Summary

With a vision to start a vegetarian restaurant enabling global feel and to cater tourists,

businessmen, locals and nationalities form different parts of the world. We present to

you with one stopper the Godzilla of restaurants, the pinnacle of themes and the

multicultural, ethnical and authentic vegetarian restaurant, “earthos”.

Product and Service Description

Earthos, offers a breakfast and lunch menu, fresh cold cuts, drinks, and take-out

prepared dishes along with dinner.

In addition, earthos will be offering own authentic desserts to compliment these

offerings. Finally, earthos will offer its unique authentic global vegetarian cuisine.

Take-home dinners consist of the lunch entrees packaged for the customers. Any of the

breakfast or lunch orders can be pre-made, or prepared in few minutes to ensure rapid

service and high customer satisfaction.

Future Products and Services

With a bold and professional nature of work, ethically we as a unit are very hard

working, immaculate to reach new levels of achievements that our company has

thrived for in their previous accomplishments as individuals. We are a unit of

professionals aligned to make earthos a successful brand, be it authenticity, profitability,

work culture or quality of produce.

Our main focus is to have two units of vegetarian multi cuisine restaurants in 2015 and

2017 respectively.

DMS – Delivery Management System

We are also willing to provide special delivery mechanism catering to the wide

requirement of UAE population with emphasis on Dubai population, who are working

professionals from across the Globe. Currently 1 million personnel come to Dubai for

work. 3.3 million population thrives during the day time and 1.5 million population is

tourist. The split ratio of female vs males is that of 24.23 to 75.77. This also concludes that

the amount of work and dining outside happening across Dubai and the quality/

quantity of food being available at deliveries is far to minimum.(Data : form Khaleej Times,

Dated February 20, 2014)

Market Strategy

earthos, with a professional vision and approach towards standardization of authentic

recipe formation, has sighted this global opportunity. Dubai being the hub of

nationalities, with huge scope of dine outs, be it breakfast, lunch hours and dinner.

75.77%

Males

2.2 millions

24.23%

Females

356,515

Temporary

population

including

tourists

1.5 million

Customer is looking for variety of food, be it American, Italian, Chinese, Arabic, Thai,

Indian etc.

We have one stop solution for all. A complete vegetarian, multi cuisine, authentic food

developer, earthos.

Market spec clearly suggest the requirement of this form of restaurant where major

focus is towards healthy life, and global prospective. We will be providing one of the

best themes in its class.

Dubai population of 2.2 million gets pushed by over a million in Day time, with two third

of the population are in the age group of 20 to 39. This is entirely a working population

with different nationalities will be offered with original recipes and authentic taste.

Market Segmentation

It is clearly evident form the 19th edition of GULFFOOD EXPO 2014, worldwide firms taking

part in event that is to attract 80,000 visitors from 152 nations. This year 4500 companies

20%

9%

27%

7%

29%

8%

% Split

GCC Arabs Asian African Europians American

from around the Globe are participating, which were 4200 in 2013. This clearly indicates

an upward trend in attracting players in Food industry which is 7% on the high.

With a projected growth of 4.7% in Dubai’s economy, a major upside trend towards

non-oil sector has given Dubai a new hope for attracting job aspirants and major

companies to invest in UAE along with job seekers.

A major spectrum and devotion of economy is towards halal where the current imports

of $25.8 billion are expected to rise to $53.1 billion by 2020. Even UAE is planning to

create Halal cluster in a spread of 6.7 million square feet to attract 15 global companies.

(Data sourced from Gulf News/ Monday 24th February, 2014).

The industry Untapped

Middle East Veg Group (MEVEG), a focus and support group promoting increased

consumption of plant-based foods for better health, sustainability and harmonious living

in the Middle East, hosted the MEVEG Congress in Dubai on December 03, 2013, that

will offer a delicious lifestyle alternative to non-vegetarian food.

“We aim to educate the attendees about the current industry trends in the Middle

East, options they have when it comes to delicious vegan lifestyle. It will be interactive,

with a high dose of fun and lots of food – for thought. We encourage everyone, who

aspires to make the right choices to live a healthy life and how to live sustainably, to

attend the conference,” said Sandhya Prakash, Founder, MEVEG.

Henceforth the congress will focus on health and sustainability, and will aim to educate

and develop skills of individuals, home-makers, chefs, catering companies to make

informed choices for future generations’ sustainability.

Available Market Segment -

Below mentioned is the market segmentation –

UAE National Males, Age Group 25+ and Income segmentation

U AE

Na

tio

na ls

Males Income Group (AED)

Non Veg Industry &

Non Veg. eaters Veg Eaters

Non Veg

Eaters

Non Veg

Eaters

Non Veg Industry &

Non Veg. eaters Veg Eaters

Five to Ten K Ten to Twenty K Twenty K + Total

Dubai 4631 43962 25652 74245

Sharjah 8627 29144 14925 52696

Abu Dhabi 11208 35777 17863 64848

Ajman 234 7574 0 7808

UMQ 265 1342 0 1607

RAK 9622 11648 2348 23618

Fujairah 16118 11800 0 27918

Al Ain 13135 28729 12160 54024

Total UAE National Males 306764

Arab Males, Age Group 25+ and Income segmentation

Ara

bs

Males

Income Group (AED)


0

5000

10000

15000

20000

25000

30000

35000

40000

45000

1 2 3 4 5 6 7 8

UAE National Males 25+, Income in AED

Five to Ten K Ten to Twenty K Twenty K +

63840, 21%

169976, 55%

72948, 24%

UAE - Nationals


Dubai 32525 71860 23354 127739

Sharjah 19833 44753 14520 79106

Abu Dhabi 19755 45051 14954 79760

Ajman 2622 7309 0 9931

UMQ 366 243 0 609

RAK 14644 17291 2884 34819

Fujairah 15043 20268 0 35311

Al Ain 7737 25392 6466 39595

Total UAE Arab Males 406870

Asian Males, Age Group 25+ and Income segmentation –

0

10000

20000

30000

40000

50000

60000

70000

80000

1 2 3 4 5 6 7 8

Arabs Males 25 + Age , Income in AED


112525, 28%

232167, 57%

62178, 15%

Arabs Nationals income Split


Asi

ans

Males

Income Group (AED)


Dubai 79652 186184 47694 313530

Sharjah 44213 145014 24436 213663

Abu Dhabi 25998 77385 24467 127850

Ajman 11863 26541 4416 42820

UMQ 1700 19654 550 21904

RAK 27063 24793 2015 53871

Fujairah 18152 24486 1431 44069

Al Ain 28610 52438 12113 93161

237251 556495 117122 910868

Western Males, Age Group 25+ and Income segmentation

W es ter

n

Males Income Group (AED)

0

50000

100000

150000

200000

1 2 3 4 5 6 7 8

Asian's Males 25+, Income in AED


237251, 26%

556495, 61%

117122, 13%

Asians Males 25+ - Income Group



Dubai 0 28483 25595 54078

Sharjah 0 22420 2180 24600

Abu Dhabi 0 17540 19040 36580

Ajman 0 248 0 248

UMQ 0 193 0 193

RAK 0 7582 0 7582

Fujairah 0 8530 0 8530

Al Ain 0 12855 12628 25483

UAE Nationals Females, 25+ and Income segmentation

0

5000

10000

15000

20000

25000

30000

1 2 3 4 5 6 7 8

Western Males 25+, Income in AED


0, 0%

97851, 62%

59443, 38%

Western Male's Age 25+ - Income Group


UA

E N

atio

nal

s Females

Income Group (AED)


Dubai 9359 23840 8958 42157

Sharjah 10079 17952 7292 35323

Abu Dhabi 10576 25265 10168 46009

Ajman 292 1447 0 1739

UMQ 221 1794 0 2015

RAK 4024 1360 29 5413

Fujairah 3823 5662 20 9505

Al Ain 12931 17710 2215 32856

51305 95030 28682 175017

Arab Females, 25+ and Income segmentation

0

5000

10000

15000

20000

25000

30000

1 2 3 4 5 6 7 8

UAE Nationals, Females 25+, Income in AED


51305, 29%

95030, 54%

28682, 17%

UAE National Females 25+, Income in AED


Ara

bs

Females

Income Group (AED)


Dubai 59724 24373 39883 123980

Sharjah 50040 15275 24002 89317

Abu Dhabi 65177 25586 33389 124152

Ajman 2664 521 2581 5766

UMQ 2855 39 142 3036

RAK 7670 661 2621 10952

Fujairah 14496 6173 9111 29780

Al Ain 46545 25337 27562 99444

249171 97965 139291 486427

Asian Females, 25+ and Income segmentation

0

10000

20000

30000

40000

50000

60000

70000

1 2 3 4 5 6 7 8

Arabs, Females 25+, Income in AED


249171, 51%

97965, 20%

139291, 29%

Arab's Females 25+, Income in AED


Asi

ans

Females

Income Group (AED)


Dubai 20717 33901 105383 160001

Sharjah 12984 20492 75919 109395

Abu Dhabi 21748 28381 105529 155658

Ajman 443 2194 4731 7368

UMQ 33 121 2581 2735

RAK 562 2228 9309 12099

Fujairah 5247 7744 25313 38304

Al Ain 21536 23428 84527 129491

83270 118489 413292 615051

0

20000

40000

60000

80000

100000

120000

1 2 3 4 5 6 7 8

Asian's Females 25+, Income in AED


83270, 14%

118489, 19%

413292, 67%

Asians - Females 25+, Income in AED


Western Females, 25+ and Income segmentation W

este

rn

Females

Income Group(AED)


Dubai 0 18500 14831 33331

Sharjah 0 20273 1493 21766

Abu Dhabi 0 16831 3846 20677

Ajman 0 308 0 308

UMQ 0 556 0 556

RAK 0 66 0 66

Fujairah 0 3626 0 3626

Al Ain 0 9291 7426 16717

0 69451 27596 97047

0

5000

10000

15000

20000

25000

1 2 3 4 5 6 7 8

Western Females 25+, Income in AED


0, 0%

69451, 72%

27596, 28%

Western Females -25+, Income AED


Market Growth

Positive growth aspect both in housing and commercial property along with new

avenues in Job front has resulted huge scope for Food Industry. Rising demand and

economic development, Dubai has helped the local food trade to strike a healthy

balance between imports and exports and re –exports in addition to target new export

markets.

Dubai total foreign trade in food product during the first nine months of 2013 rose to

Dh46 billion for the same period of 2012, with imports increasing to Dh31 billion to Dh 32

billion. While exports and re-exports also rose from Dh12 billion to Dh 14 billion between

the corresponding periods, the value of Exports saw 114% rise. ( Data: Gulf News Feb 23, 2014)

Market Trends

Market trends also shows a very positive response on stock values from NOV 2013 to Feb

20 comparative rise is 45% DMF and 30% is that of AED. ( Data: Khaleej Times 20th FEB2014)

East is the beast, the west is among the rest. The only way is up, the gulf nations

rank among the most open in the world trade, with exports and import of goods

and services equivalent to 110% of GDP.Free Trade policies has also resulted in

huge investment opportunities. ( Data : Gulf News, 23rd FEB, 2014)

Market Needs

Authentic ingredients and recipes is one of the major requirement in UAE, with market

segmentation clearly showing upward in economic the people wants value for what

they pay along with quality quotient.

Demand for healthy food is gaining pace, with nutrition related health issues are

gaining.

Shift in protein rich food from carbohydrates have also resulted in substitution of food

other than meat which earthos is offering with authentic taste and original recipes for

the locals and tourists. earthos is willing to cater 200+ nationalities with a segmented

approach of reaching out and providing delicious vegetarian food.

Strategy

earthos as a unit has the main strategy to tap 200+ nationalities with a segment line of

cuisine offering, keeping healthy lifestyle as its main focus with originality and

authenticity being benchmarked.

Our ideation is to provide a theme based creation along with natural flavors of original,

authentic food for middle and upper Stata of UAE.

We will be bench marked our offering, with top of the line promotions.

Categorization and segmentation of offerings with spec to region and demographics

catering all with multiple advancements in taste preferences.

Serving as value for money keeping authenticity and taste intactness and quality of

food offering.

Highway on plates – To have top of the line delivery mechanism.

Most advance system of order taking with lively feel attachment to the offerings.

Promotion Strategy

earthos, will be looking at a very professional and segmented approach towards

promotional strategy build up.

Teaser add campaigns during the creation of earthos theme’s and before

launch on radio, newspapers (One liners).

Launch will cover one of the major celebs be it chef, film celebs, or one

personnel from the royal’s blood regime.

Six month marketing and Value addition plan to the entire theme with covering

all aspects of media, social media and radio.

Aggressively, promoting earthos as complete vegetarian authentic cuisine and

targeting it to selected groups of middle income and higher strata i.e. through

mailers, corporate tie –ups.

Branding on top of the line promotion sights and executive line of vehicles to

promote it as an esteemed brand.

Positioning statement

earthos, will be positioned as a brand with vegetarianism as one of its pillars along with

strong believer of taste and authenticity of recipe is the key ingredient, offering multi

cuisine offering targeting middle and higher income level group.

Pricing Strategy

Our pricing strategy will focus on providing high quality, healthy food that is quick and

has an authentic flair. Because of this, we expect to be able to charge premium for our

products than other individual restaurants catering to a singular taste.

Earthos International business plan

Food

Transcript of Earthos International business plan