1.Executive Summary

We have made a “Business Plan” on the perspective of “Genesis Dried Fish Emporium”. The main goal of our business is to earn profit through providing quality service at a reasonable price. We have tried to adopt new technologies to fulfill the customers demand. Genesis Dried Fish Emporium is different than others in our country introducing various sorts of facilities. Genesis Dried Fish Emporium provide cafe zone, kid zone, smoking zone, conference room, home delivery service, accepting order through internet and state of the art facilities. Genesis Dried Fish Emporium offers its customers the supreme all the dried fish related items.

2.Introduction

To prepare this Plan we have worked in the practical field like conducting a market survey,

collecting accurate information of the market, gathering practical knowledge of the market

etc. We have applied the knowledge of Marketing; Finance & Human Resource Management

& Other sources. We have learned a lot of things to prepare this Plan. We hope it will help us

to conduct a Business in future.

Name and Address of this business

Name: Genesis Dried Fish Emporium

Plot No: 10/A, Barisal sader Road,Barisal

Nature of business

This is a partnership business. This is mainly a dried fish company.

Statement of financing needed

First we need about Tk.30, 50,000 to start the business.

Brand name: GENESIS

3.Objectives

Genesis Dried Fish Emporium has established three firm objectives it wishes to achieve in the next three years:

Five Drive-thru locations and four fully booked Mobile Cafes by the end of the third year.

Gross Margin of 50% or more.

Net After-tax Profit above 10% of Sales.

4.Mission

Genesis Dried Fish Emporium Mission is three-fold, with each being as integral to our success as the next.

Product Mission: Provide customers the finest quality fast food and beverage in the most efficient time at an affordable cost.

Community Mission: Provide community support through customer involvement by building more customer loyalty and providing customer life time value.

Economic Mission: Operate and grow at a profitable rate through sound economic decisions.

Genesis Dried Fish Emporium will focus on two markets:

The daily Customer/Commuter: Someone traveling to / from work, out shopping, delivering goods and services, or just out for a travel.

The Captive Consumer- someone who is in a restricted environment that does not allow convenient departure and return while searching for refreshments, or where refreshments stands are an integral part of the environment.

Genesis Dried Fish Emporium will penetrate the commuter and captive consumer markets by arranging Drive-thru facilities and stores in the most logical and accessible locations. The Drive-thru facilities are designed to handle two-sided traffic and distribute customer-designed, specially ordered dry-fish in less time and price than required for a visit to the locally owned shop or one of the local fish market.

Genesis Dried Fish Emporium’s financial picture is quite promising. Since Genesis Dried Fish Emporium is operating a cash business, the initial cost is significantly less than many start-ups these days. The process is labor intensive and Genesis Dried Fish Emporium recognizes that a higher level of talent is required. The financial investment in its employees will be one of the greatest differentiators between it and Genesis Dried Fish Emporium’s competition. For the purpose of this pro-forma plan, the capital expenditures of facilities and equipment are financed. There will be minimum inventory on hand so as to keep the product fresh and to take advantage of price drops, when and if they should occur.

Genesis Dried Fish Emporium anticipates the initial combination of investments and long term financing of Tk. 30, 50,000 to carry the business.

5.Description of venture

Genesis Dried Fish Emporium uses a system that is new to the dry-fish business to provide all kind of dry fish and convenient and time-efficient way. “Genesis Dried Fish Emporium” provides its customers the ability to drive up new different dry-fish. “Genesis Dried Fish Emporium” is offering a high quality option to the new dry fish business.

5.1.Products“Genesis Dried Fish Emporium” provides its customers the finest all kind of fresh dry fish. Our product specializing in specialty clean ,fresh and hygienic. In addition, “Genesis Dried Fish Emporium” will offer select different kinds of fish with different taste .Seasonally, “Genesis Dried Fish Emporium” will add variety of product according to the demand.

Loittya (Harpadon nehereus)

Length groups of 5-9 cm, 10-14 cm, 15-19 cm and 20-29 cm were found to be used for drying. The highest percentage belonged to15-19 cm group. Fishes used for drying were generally below the average size.

Poa (Panna microdon)

The highest percentage belonged to 16-18 cm group and 13-18 cm group was the second highest that were found to be sued for drying. 100% fishes used for drying were below the average size. 16-18 cm group constituted the major proportion in November catch.

Parse (Liza persia)

Majority (54.54%) belonged to11-13 cm group in khola. No fishes were above 18 cm. 100% fishes were used for drying were below the average size.

Phasa (Setipinna phasa)

Three size groups viz. 6-10 cm, 11-15 cm, 16-20 cm and 21-29 cm were found to be used for drying. The highest percentage belonged to 11-15 cm group while 21-25 cm group was the lowest. 90% of the fishes used for drying were below the average size.

Taposi (Polynemus paradsiseu)

Four size groups (7-9 cm, 10-12 cm, 13-18 cm and 16-19 cm) were found to be used for drying . The highest percentage belonged to 7-9 cm followed by 10-12 cm size group. 100% of the fishes used for drying were below the average size. A remarkable proportion of the February catch belonged to 7-9 cm size group.

Chhuri (Lepturacanthus savala)

Five size groups (10-19 cm, 20-29 cm, 30-39 cm, 41-49 cm and 50-59 cm) were observed to be used for drying during the study. The highest percentage belonged to 30-39 cm size group followed by 40-49 cm group. 100% of the fishes used for drying were below the average size. The highest catch was in October and was dominated by 40-49 cm size group.

Boiragi (Coilia dussumieri)

Five size groups (8-10 cm, 11-13 cm, 14-16 cm; 17-19 cm and 20-22 cm) were recorded to be seed for drying. The highest percentage belonged to 8-10 cm and in 11-13 cm size group while the lowest was 20-22cm size group. 78% of the fishes used for drying were below the average size.

Fatra (Raconda russeliana)

Two size groups (10-14 cm and 15-19 cm) were considered for drying. 76.22 % of the fish used for drying belonged to15-19 cm size group. All fishes used for drying were found in below the average size. The mentionable catch was in November and January and was dominated by 15-19 cm size group.

Rupchanda (Pampus chinensis)

Two size groups (12-17 cm and 18-22 cm) were considered for drying. 100 % of the fishes used for drying were below the average size. The highest catch was obtained in October and February and was dominated by18-22 cm size group.

Pama (Otolithes pama)

Three length groups (10-14 cm, 15-19 cm and 20-24 cm) groups were considered for drying. The highest proportion belonged to 10-14 cm length group. 100% of the fishes used for drying were found to be below the average size. The highest population was found in December.

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5.2.Keys to Success

There are three keys to success in this business, three of which are virtually the same as any business. It is our fourth key--the Community Mission--that will give us that extra measure of respect in the public eye.

The greatest locations - visibility, high traffic pattern, convenient access.

The best products – Freshest dry-fish, hygienic, cleanest processing, premium serving containers and consistent flavor.

The friendliest attendants - cheerful, skilled, professional, communicative.

6.Major channel in supply chain of dried fish

In the supply chain of dried fish’s we have identified some major channel of that

sector. We can define them as the intermediaries in supply chain. Firstly fisherman

collects the fish form sea. Sometimes the fisherman himself involves in dried fish

processing. Who are not directly involved with the dried fish processing, they send

their fish to the processor or the dried fish maker, then follow some steps to process

the fresh fish to the dried fish. Finally the processor sell dried fish a third party like

the aratdar (local wholesaler) etc. Then the supply chain depends on the number of

intermediaries. It may go through a huge no. of intermediaries or a few no of

intermediaries to the ultimate customers. Here we have identified a traditional and

most common supply chain of dried fish’s which encompass 4/5 intermediaries from

fisherman to ultimate customers. Here we have included a supply chain of dried fish

which we have made on the basis of survey information conducted in Kuakata and

Dhaka. But this chain is more or less same for the other part of the country.

Figure 2. Physical flow of dried fish’s in Bangladesh

7.Fish drying system in the coastal belt :

Sun drying is the exclusive method of fish drying. There are two techniques of sun drying :

Horizontal drying : The main bulk of the catch consists of small fish which are dried on horizontal wooden racks raised about one meter above the ground. The fish are placed on mats and turned occasionally to prevent sticking to the mat.

Vertical drying : Big fishes like Loittya, Chhuri, Bol and Indian salmon are typically dried hanging from vertical wooden racks. Some small stingrays are sliced into longitudinal strips which remain attached to the tail base, and the whole ray is hung by the tail from a

vertical rack to dry. However, some rays are cut up entirely and the slices are dried on

horizontal racks. A typical drying yard consists of a fenced area with a small house at one

end where the fishermen live. One typical yard was paced out by the staff at about 13 m by

35 m, but the dimension of yards vary widely. The fencing is made of gewa poles and does double duty as a demarcation line and as vertical drying racks. Certain fish species dry much faster when hung vertically than when dried on horizontal racks. Bombay duck has a high water content. It takes 12 days to dry on a horizontal rack, but only 6 days on a vertical rack. About 75-90% of a drying yard is covered by fish drying in a horizontal position. Typically the fish are dried on mats which are either placed to horizontal racks or directly on the ground.

8.Market segmentation

The fast food is popular mainly to the young boys and girl from medium and upper class. Here my main focus is on to the students of both Commerce College and BUBT. All the students of both Commerce College and BUBT come from medium and upper class family. So we think establish a fast food shop is most reasonable for this area.

9.Target Market Segment Strategy

Mister Fast Food's target market is the mobile individual who has more money than time, and excellent taste in a choice of fast food and beverage, but no time to remain in a cafe. By locating the Drive-Thru in high traffic/high visibility areas, this unique--and abundant--consumer will seek Mister Fast Food out and become a regular guest.

To penetrate the target market for the Mobile Cafes, these units will do what they were designed to do. Mister Fast Food will take the cafe to the customer! By using the community support program Mister Fast Food is instituting, arrangements will be made to visit a high school, college campus, or a corporate campus once or twice a month (Even visit these facilities for special games, tournaments, recruiting events, or corporate open houses). And, for every cup or baked goods sold, a portion is returned to the high school or college. It

becomes a tremendous, painless way for the institution to gain a financial reward while providing a pleasant and fulfilling benefit to their students or employees.

10.Positioning In The Existing Marketing:

Positioning is the most crucial step for being survive in the business world. positioning with that term we can make a assumption that we need to hold a strong product preference in the market .There is no brand in dry fish business so there is no any strong competitor but we have to compete with the local sellers. Who are running this business for a long time .we have to do something extraordinary to make a preferable position .we can take such steps like :

Packaging: packaging make the product attractive and the consumer can easily identify our product so easily.

Delivery Network: A strong delivery network can make a better position in the market. A sound Network is too much beneficial for positioning in our business.

Efficiency of Product: Sufficient supply of products will help to meet up the demand of consumer.so we will be able to make a position in the market.

Correct Weight: The weight should be exact and correct. we will avoid the chance of deceive our consumer.

Product Quality: The first and foremost what we need to consider that is our product quality only that is the thing that can make a great difference in our positioning strategy.

11.Industry analysis

In this section I analysis the overall dry-fish business analysis through various ways.

Future overlooks and trendsThe demand for dry fish is increasing day by day. By analyzing past 5years I realize that the demand for dry fish is increased by 10-15 per cent over a year. Here I mainly focus the students of Commerce College and students of BUBT. I find that the students of BUBT are increasing very quickly over the coming semester. So it is good news for me the customer of us will be increased very quickly.

Analysis of competitors

Here the main competitors of my business are local sellers. It is pleasure for me that they use traditional business plan to produce the product and deliver the product. There business size is small than that of me. They do not use any state of the art technology. But they have also some strength side also that are, they are doing business for a long time so they have large number of regular customer, so it will be more time to take the market favorable to me.

Industry forecast

The demand for dry is increasing day by day. By analyzing previous 5 years we found the following information:

So from the following information I can say that the dry fish is growing industry. So the investment in such type of business will be more profitable.

12.Company Ownership

“Genesis Dried Fish Emporium” is a Partnership business. All liability and benefit will be

owned by all the partners.

Size of business

The size of business con be measure by its start up summary, this are.

Start-up Summary

The start-up expenses total just Tk. 11, 80,000, for two years land lease purpose it will cost

Tk. 8, 40,000. In addition there are some expenses which are shown in the following table. In

the same way, for office equipment the amount will be Tk- 7, 00,000 and its total start up

assets amounted in Tk. 18, 70,000. Starts up requirements are stated in the table:

13.Company Locations and Facilities

Genesis Dried Fish Emporium will open its first branch on in Sadar Road , Barisal. 10 more branches will be placed throughout the metropolitan area over the next 5 years.

The demographic and physical requirements for a location are:

Visible from roadway.

Easy entry

Established retail shops in area.

14.Production planI have some production plan by which I can produce product at a quality & reasonable price.

Manufacturing Process

Genesis Dried Fish Emporium is quality fish in all of. Here I produce some different dry-fish. For dry-fish item best have a large oven some tray& other necessary machine.

Physical Plant

All of my productions are done by the machine. Worker only give raw material into the

machine.

Machine & equipment

Genesis Dried Fish Emporium tries to use the latest technology to produced product & survive them.

Technology:

The Daily delivery system is based on its technology. Genesis Dried Fish Emporium is using state-of-the-art, two-sided facilities to provide convenience and efficiency for its customers. Genesis Dried Fish Emporium has also designed state-of-the-art Mobile Cafes that will be deployed from time to time on high school and college campuses, corporate campuses, and at special events. Here also have some machinery which is use like

Computer Oven Mixture Fan, light

C .C Camera

Names of suppliers of raw materials:For the purpose of production food & survive food item Genesis Dried Fish Emporium raw material from some person such as…

Local fishermen. Dealers. Wholesaler. Retailer.

15.Marketing PlanGenesis Dried Fish Emporium will focus on two markets:

The Daily Commuter- someone traveling to or from work, out shopping, delivering goods or services, or just out for a drive.

The Captive Consumer- someone who is in a restricted environment that does not allow convenient departure and return while searching for refreshments, or where refreshments stands are an integral part of the environment. Under captive customer we mainly focus the students of both Commerce College and BUBT.

Pricing Strategy

Mister Fast Food pricing will be comparable to the competition, but with the value-added feature of immediate service and convenience.

Our strategy is to price our products at a level comparable to our competitors. Our strategy takes into account production costs, competitive pricing strategies and consumer price sensitivity. The household furniture market is very competitive and the price conscious consumer market is looking for good value. Our company's goal is to provide good quality product for a reasonable price. Such as…

Items (per Kg.) Price 2011 (Taka) Price 2012(Taka)Loittya 70 90Poa 250 270Parse 40 50Phasa 10 15Taposi 50 55Chhuri 50 60Boiragi Fatra Rupchanda Pama

90100120140

100110130150

Promotion Strategy

The long-range goal is to gain enough visibility to leverage the product line into other regions and generate inquiries from potential inventors.

Our company's promotional strategy targets potential consumers. A brochure has been developed on each product line that is distributed to interested consumers. The brochures feature pictures of each product and highlight the unique item and quality of our products.

Advertising and Promotion:

In the first year, Genesis Dried Fish Emporium plans to spend Tk. 50,000 on advertising and promotion; this would not be considered a serious advertising budget for any business.tor that we use some media like

Banner Visiting card. Leafleted. Facebook etc.

Distribution Patterns

The cafe experience comes from the Italian origins of espresso. The customer comes in to a beautifully decorated facility, surrounded by wondrous aromas and finds himself involved in a sensory experience that, more often than not, masks an average product at a premium price.

Sales Forecast

In the first year, Genesis Dried Fish Emporium anticipates having two Drive-thru locations in operation. The first location will open in the third month of this plan and be fully operational beginning on the 1st day of July. The second Drive-thru will open six months later. In the second year, Mister Fast Food will add two more Drive-thru and, in the third year, Mister Fast Food will add an additional nine Drive-thru facilities. The sales forecast for the first year

1st Quarter (Sales Tk)

2nd Quarter (Sales Tk.)

3rd Quarter (Sales Tk.)

4th Quarter (Sales Tk.)

Total (Sales Tk.)

10,00,000 20,00,000 25,00,000 35,00,000 90,00,000

16.Organizational Plan

Genesis is a relatively flat organization. Overhead for management will be kept to a minimum and all senior managers will be "hands-on" workers. There is no intention of having a top-heavy organization that drains profits and complicates decisions.

Ownership

Genesis is incorporated under the laws of Indian act 1932 and is owned and operated by Genesis. He is the only owner of this business & involved in its operations and management.

Management team background

The owners of Genesis have extensive experience in the dry-fish industry. For the past 2 years, we are researching on this business.,

Organizational Structure

The organization will be a relatively flat one, since the majority of personnel are involved in production and there will be a relatively low headcount in management.

There are three functioning groups within the company: Production, Sales and Marketing, and General and Administrative.

17.Financial PlanThe Daily financial picture is quite promising. Since Mister Fast Food is operating a cash business, the initial cost is significantly less than many start-ups these days. The process is labor intensive and Mister Fast Food recognizes that a higher level of talent is required. The financial investment in its employees will be one of the greatest differentiators between it and Mister Fast Food's competition. For the purpose of this pro-forma plan, the facilities and equipment are financed. These items are capital expenditures and will be available for financing. There will be a minimum of inventory on hand so as to keep the product fresh and to take advantage of price drops, when and if they should occur. Mister Fast Food anticipates the initial combination of investments and long-term financing of 21,00,000 to carry it without the need for any additional equity or debt investment, beyond the purchase of equipment or facilities

Important Assumptions

The financial plan depends on important assumptions, most of which are shown in the following table. The key underlying assumptions are:

Mister Fast Food assumes a slow-growth economy, without major recession.

Mister Fast Food assumes of course that there are no unforeseen changes in public health perceptions of its general products.

Cost of production statementCost Statement is most important of any business, because its depends on the company profits margin. So Mister Fast Food cost statement show in the below-

Cost of production statementFor the two years (2011-2012)

Particular 2011 (taka) 2012(taka)Direct materials:Purchase of goods 500,0000 700,000

Delivered cost of purchase 100, 000 150000Tax & duty 100,000 130,000

Cost of goods sold 700,000 980,000Add: administrative expense:

Staff salaries 600,000 800000Legal expanse 100,000 170000

Office expenses 150,000 250000Total of office & administrative

800,000 1220,000

Marketing & selling overhead:Marketing selling 200,000 220000

Advertising 500,000 800000sales promotion 20,000 50000

Total selling & marketing 720,000 1070,000Total cost 2 ,220,000 3,270,00040 % profit 888000 1308000

Total sales 3108000 4578000

Break-even Analysis

Genesis calculated the fixed costs to be Tk. 34, 45,000; average variable cost per unit is Tk. 50.Genesis concludes that we will need at least about 68900 units per year with average pricing Tk. 100 per unit to reach break-even at Tk.68,90,000 per year.

Break-even Analysis

Yearly Units Break-even 68,900

Yearly Revenue Break-even 68, 90,000

Assumptions

Average Per-Unit Revenue 100

Average Per-Unit Variable Cost 50

Estimated Monthly Fixed Cost 34,45,000

Projected Income Statement

Cash flow will have to be carefully monitored, as in any business, but Genesis is also the beneficiary of operating a cash business. After the initial investment and start-up costs are covered, the business will become relatively self-sustaining. With the exception of seasonal dips, which Genesis has attempted to account for, through changes in the menu items. Assuming an initial investment and financing of Tk.30,50,000, which would include Tk. 10,00,000 of operating capital, Genesis anticipates the cost of goods sold would be Tk. 50 per unit, and sales will be about 90,000 units per year.

Pro Forma Income statement 2010

Sales 90,00,000

Cost of Goods Sold 45,00,000

Gross Margin 45,00,000

Operating Expenses

Advertising/Promotion 70,000

Website 1,00,000

General and Administrative Payroll 24,00,000

Depreciation 40,000

Utilities 60,000

Insurance 1,00,000

Rent 6,00,000

Interest 75,000

Total Operating Expenses 34,45,000

Net Profit 10,55,000

Projected Balance Sheet

With the present financial projections, Mister Fast Food expects to build a company with strong profit potential, and a solid balance sheet that will be asset heavy and flush with cash at the end of the first year. Mister Fast Food has strong desire using the excess cash for continued growth.

 Pro Forma Balance Sheet 2010

Assets

Cash 25,500

Inventory 5,89,500

Long-term Assets 2,40,000

Office equipment 7,00,000

Depreciation (40,000)

Total Assets 15,15,000

Liabilities and Capital

Accounts Payable 50,000

Current Borrowing 3,35,000

Interest 75,000

Profit 10,55,000

Total Liabilities 15,15,000

Sources and applications of funds

Source and application of fundYears 2011(TK.)

Particular AmountSource of fund:Mortgage loan 6,00,000

Term loan 4,00,000Personal funds 50,000

Total funds provided 10,50,000Applications of funds:Purchase of equipment 12,0000

Loan repayment 15,000

18.Assessment of riskThere are many risk face any new business. So I have to face a risk of my business. Such as-

Technology change To competitors of substitutes To competitors of food Com Price reduce Face difficult environment And to face uncrating problems etc.

Evaluate weakness of business: When starting a new business here have some weakness. So my business plan is Mister Fast Food has some weakness, such as-

Lack of resources. Lack of operation. Reduce employees. Not sufficient technology etc. Prick hack Transportation

19.Conclusion

As the student of business school it is compulsory to work in the practical field. To work in the practical field I have to acquire the proper knowledge about actual market scenario. Through this “Business Plan” I have learned a lot of things that are very much essential to build up my carrier. If I can implement this “Business plan” in current market then I hope I can be able to gain my desirable target. This “Business Plan” will help me to start a small business successfully. Last of all I would like to say that this “Business Plan” is very much essential & effective for me. Bangladesh has great opportunity to become one of the prevalent dried fish’s producers in all over the world. Because it has many of rivers, long sea shore area, efficient fishermen, competent dried fish’s producer, better weather. But certain supply chain problems which we have found exist in this area. Numerous stakeholders like producers, wholesalers, aratdars, middlemen, retailers and finally at the top, the consumers are in the supply chain. But there are selected financial difficulties and avoidable activities which increase ultimate product price. If government take necessary steps to solve financial complications through different government support, then fishermen feel safe. Transport conveniences are very much significant for the further development of this sector. As of our value stream analysis we can realize that utmost of cost increases b y some of redundant activities. The redundant activities lessening can change Bangladesh’s future dried fish’s future.