Business PlanBusiness Plan

Crazzy ChickenCrazzy Chicken

Executive SummaryExecutive Summary The idea is to establish a non veg focused Quick The idea is to establish a non veg focused Quick

Service Restaurant (QSR) chain starting from first Service Restaurant (QSR) chain starting from first unit at Circular Road a hot location in Ranchiunit at Circular Road a hot location in Ranchi

The brand name of the restaurant is Crazzy The brand name of the restaurant is Crazzy Chicken and the company will be registered as Chicken and the company will be registered as Crazzy Foods Pvt. Ltd Crazzy Foods Pvt. Ltd

Youngsters via quick service and the family who Youngsters via quick service and the family who live in residential complexes via quick delivery will live in residential complexes via quick delivery will be targetedbe targeted

An outlet of 720 square feet have been taken on An outlet of 720 square feet have been taken on lease to operate the restaurant from Circular Roadlease to operate the restaurant from Circular Road

Bikash, Pawan, Ujjawal and Sunil create a highly Bikash, Pawan, Ujjawal and Sunil create a highly qualified team to run the companyqualified team to run the company

Crazzy Chicken will introduce new menu in the Crazzy Chicken will introduce new menu in the city which will include Sabarma, Pasta, Sandwich city which will include Sabarma, Pasta, Sandwich and Chicken burger to the customerand Chicken burger to the customer

Continue…Continue… Target customers will be communicated through Target customers will be communicated through

Hoardings, Leaflets, Audio & Video advertisements and Hoardings, Leaflets, Audio & Video advertisements and Personal visitsPersonal visits

The first outlet will be launched in the month of The first outlet will be launched in the month of November, 2008 and second unit will be coming in November, 2008 and second unit will be coming in March, 2009March, 2009

The forecasted revenue for the first financial year is Rs. The forecasted revenue for the first financial year is Rs. 15,00,00015,00,000

The seed capital required for the first unit is Rs. The seed capital required for the first unit is Rs. 15,00,000 out of which Rs. 5,00,000 will be invested by 15,00,000 out of which Rs. 5,00,000 will be invested by founders only and rest will be managed from banks or founders only and rest will be managed from banks or angel fundingangel funding

We target to be a Rs. 100 crore company (by valuation) We target to be a Rs. 100 crore company (by valuation) in five years with a revenue of Rs. 25 crore form 42 in five years with a revenue of Rs. 25 crore form 42 outlets across the countryoutlets across the country

Business IdeaBusiness Idea

Establishing a non veg focused Quick Establishing a non veg focused Quick Service Restaurant (QSR) chain in Service Restaurant (QSR) chain in Circular Road (first unit), RanchiCircular Road (first unit), Ranchi

More than 80% population of Ranchi are More than 80% population of Ranchi are

non vegetarian which create a sizable non vegetarian which create a sizable crowd for our restaurantcrowd for our restaurant

The idea is to develop the standards and The idea is to develop the standards and replicate the model across the countryreplicate the model across the country

Target MarketTarget Market Initially youth, families and offices around Initially youth, families and offices around

Circular Road will be our targetCircular Road will be our target We will focus to serve middle class and We will focus to serve middle class and

upper middle classupper middle class Due to innovation in our menu and services Due to innovation in our menu and services

we expect to attract people form other part we expect to attract people form other part of the cityof the city

On average there are 10000-15000 potential On average there are 10000-15000 potential youngsters pass through the location, 50 youngsters pass through the location, 50 offices spread near the restaurant and 1500 offices spread near the restaurant and 1500 families reside around Circular Roadfamilies reside around Circular Road

Ranchi on the Fast TrackRanchi on the Fast Track Since the formation of Jharkhand the state Since the formation of Jharkhand the state

capital has seen tremendous growth in retail, capital has seen tremendous growth in retail, real estate and education industriesreal estate and education industries

Standard of living is chasing metros by having Standard of living is chasing metros by having presence of CCD, Eyelex, Big Bazaar, presence of CCD, Eyelex, Big Bazaar, Reliance Fresh, Mobile Store and Spenser’sReliance Fresh, Mobile Store and Spenser’s

In last few years professional courses has In last few years professional courses has mushroomed in each and every corner of the mushroomed in each and every corner of the citycity

The Ranchiites are ready to explore exciting The Ranchiites are ready to explore exciting place with quality services, which we promise place with quality services, which we promise to provide to provide

ServicesServices We will serve our potential customers at our We will serve our potential customers at our

outlet and the families at residential complexes outlet and the families at residential complexes will be served through express home deliverywill be served through express home delivery

At outlet there will be provision of ‘Self At outlet there will be provision of ‘Self Service’Service’

Initially our menu includes-Initially our menu includes- SabaramaSabarama PastaPasta SandwichSandwich Chicken BurgerChicken Burger

Management TeamManagement TeamThe Core Management Team of Crazzy Chicken The Core Management Team of Crazzy Chicken

is made of its’ founders only-is made of its’ founders only- Bikash Akhouri – Team Leader and Marketing Bikash Akhouri – Team Leader and Marketing

Head, MBA (University of Pune) with 3 years Head, MBA (University of Pune) with 3 years of experience in diverse fieldof experience in diverse field

Ujjawal Sing – Operation Head, DHMCT Ujjawal Sing – Operation Head, DHMCT (IIHM, Chennai) with 6 years of experience in (IIHM, Chennai) with 6 years of experience in Hotel and Restaurant Industries in India and Hotel and Restaurant Industries in India and abroadabroad

Pawan Anweshi – Purchase & Supply Chain Pawan Anweshi – Purchase & Supply Chain Head, MBA (Mumbai University) with Head, MBA (Mumbai University) with experience of 2 years in running his family experience of 2 years in running his family business in printingbusiness in printing

Sunil Kumar – Business Development Head, Sunil Kumar – Business Development Head, MBA (University of Pune) with 3 year MBA (University of Pune) with 3 year experiences in start upsexperiences in start ups

Advisory TeamAdvisory Team

Crazzy Chicken’s advisory team includes Crazzy Chicken’s advisory team includes expert from restaurant, hotel and tourism expert from restaurant, hotel and tourism industry—industry—

Mr. A. B. Kumar – General Manager, ITDCMr. A. B. Kumar – General Manager, ITDC Mr. Sitesh Kumar – General Manager, Mr. Sitesh Kumar – General Manager,

Ashoka Hotel (Ranchi)Ashoka Hotel (Ranchi) Mr. Madaan – Retired Senior Vice Mr. Madaan – Retired Senior Vice

President, ITDCPresident, ITDC Mr. Verma – Chairman, ISM (Pundag)Mr. Verma – Chairman, ISM (Pundag)

Outlet LayoutOutlet Layout The outlet includes space of 250 sq. feet ground floor The outlet includes space of 250 sq. feet ground floor

and 500 sq. feet first floor situated at Circular Road, and 500 sq. feet first floor situated at Circular Road, RanchiRanchi

An staircase goes to first floor which has been An staircase goes to first floor which has been strategically situated at ground floorstrategically situated at ground floor

The outlet face Circular Road with a sizable free space The outlet face Circular Road with a sizable free space of 600 sq. feet between road and the outlet, the place of 600 sq. feet between road and the outlet, the place will be utilized for parking and decorationwill be utilized for parking and decoration

Pasta bar and coffee bar are situated at ground floor Pasta bar and coffee bar are situated at ground floor adjacent to billing counter and service order counteradjacent to billing counter and service order counter

There will be 10 small slabs on which people can eatThere will be 10 small slabs on which people can eat In the first floor there will be visible kitchen of 100 sq. In the first floor there will be visible kitchen of 100 sq.

feet covered with counter for billing and servicefeet covered with counter for billing and service There will be sitting arrangement for 40 people in the There will be sitting arrangement for 40 people in the

first floorfirst floor

OperationOperation We will establish strong supply chain for efficient flow of We will establish strong supply chain for efficient flow of

required raw materialsrequired raw materials Kitchen will be equipped with….for smooth operationKitchen will be equipped with….for smooth operation There will be exhauster in kitchen and gas cylinder will There will be exhauster in kitchen and gas cylinder will

put outside the building for avoiding any hazardous put outside the building for avoiding any hazardous occurrenceoccurrence

In both the floors self service will be encouragedIn both the floors self service will be encouraged Most of the items will be packaged such that items can be Most of the items will be packaged such that items can be

eaten at outlet or taken home easilyeaten at outlet or taken home easily Waiters and cleaners will assure the fast and hygienic Waiters and cleaners will assure the fast and hygienic

serviceservice Home delivery will be provided in 30 minutes in the Home delivery will be provided in 30 minutes in the

localities around Circular Roadlocalities around Circular Road ERP solutions will be used for inventory management, ERP solutions will be used for inventory management,

billings, purchase, sales track record and HRMbillings, purchase, sales track record and HRM

Marketing & SalesMarketing & SalesEffective and targeted marketing tools will be used to Effective and targeted marketing tools will be used to

attract potential customersattract potential customers PromotionPromotion

Advertisement – Through leaflets, posters and Advertisement – Through leaflets, posters and hoardings on Circular Roadhoardings on Circular Road

Sales Promotion – Discount coupons, issuing Sales Promotion – Discount coupons, issuing privilege card and contest privilege card and contest

PR – Press release and stories in local mediaPR – Press release and stories in local media Pricing StrategyPricing Strategy

Considering that we are providing an exciting place we Considering that we are providing an exciting place we will charge premium for that, our pricing will suit better will charge premium for that, our pricing will suit better to the middle class and upper middle class crowdto the middle class and upper middle class crowd

Distribution ChannelDistribution Channel Instant service at OutletInstant service at Outlet Home deliveryHome delivery

Branding & positioningBranding & positioning

Our brand name is Crazzy ChickenOur brand name is Crazzy Chicken We will design our logo and tagline which We will design our logo and tagline which

reflect excitement, QSR, fun place, youth reflect excitement, QSR, fun place, youth targeted, non vegitarian targeted, non vegitarian

We would position ourselves as nonveg We would position ourselves as nonveg specialized QSRspecialized QSR

CompetitionCompetition In non veg QSR we do not have any direct In non veg QSR we do not have any direct

competition but there are reasonably competition but there are reasonably good restaurants like Anand Vatika and good restaurants like Anand Vatika and Silver Spoon which will get some of our Silver Spoon which will get some of our potential customer and vice versa potential customer and vice versa

With innovative menu and quality services With innovative menu and quality services we expect to attract customers from other we expect to attract customers from other part of the city getting served by non veg part of the city getting served by non veg focused restaurants like Kathi Kababfocused restaurants like Kathi Kabab

HRMHRM

ParticularParticular Number Number

ChefChef 11

ManagerManager 11

Order/ ServiceOrder/ Service 22

Waiter Waiter 22

CleanerCleaner 11

Delivery boysDelivery boys 22

Security GuardSecurity Guard 11

TotalTotal 1010

For the first unit we will have a team of 10, out of which the job of Chef, Manager and Service person’s jobs will be performed by core team itself

Management Information Management Information System (MIS)System (MIS)

We will implement ERP solution for better We will implement ERP solution for better management of transaction, menu management of transaction, menu planning and forecast, resource planning and forecast, resource management and planning, HRM and management and planning, HRM and FinanceFinance

We will have website and the ERP We will have website and the ERP solution will be connected to the website solution will be connected to the website so that we can access and manage the so that we can access and manage the information off siteinformation off site

Expansion PlanExpansion Plan

YearYear CitiesCities

2008-092008-09 Ranchi (2)Ranchi (2)

2009-102009-10 Kolkata (5)Kolkata (5)

2010-112010-11 Delhi (8)Delhi (8)

We will be expanding towards North where big chunk of nonvegitarians reside

FinancialsFinancials Start up capitalStart up capitalStart up capital required for the first unit is Rs. Start up capital required for the first unit is Rs.

1500000 out of which Rs. 500000 will be 1500000 out of which Rs. 500000 will be invested by founders and rest Rs. 1000000 will invested by founders and rest Rs. 1000000 will be arranged from bank or angel investorbe arranged from bank or angel investorParticularsParticulars Amount in Rs.Amount in Rs.

Outlet Outlet 450000450000

Interior Interior 250000250000

KitchenKitchen 200000200000

InfrastructureInfrastructure 250000250000

Marketing Marketing 5000050000

MiscellaneousMiscellaneous 100000100000

Working Capital for a monthWorking Capital for a month 200000200000

TotalTotal 15000001500000

Continue…Continue…

For the second unit which will be For the second unit which will be established in 2008-09 we will require established in 2008-09 we will require fund of Rs. 1500000 so total requirement fund of Rs. 1500000 so total requirement of fund in the first financial year is Rs. of fund in the first financial year is Rs. 25000002500000

The required fund will be arranged from The required fund will be arranged from banks or angel investors onlybanks or angel investors only

Revenue: First YearRevenue: First Year In the first financial year 2008-09 we will In the first financial year 2008-09 we will

operate for 4 months only and target to operate for 4 months only and target to generate sales of Rs. 1500000generate sales of Rs. 1500000

MonthMonth Amount in Amount in Rs.Rs.

DecemberDecember 300000300000

JanuaryJanuary 300000300000

FebruaryFebruary 300000300000

March (2)March (2) 600000600000

TotalTotal 15000001500000

Revenue: First five yearRevenue: First five year We will expand ourselves aggressively We will expand ourselves aggressively

across the country across the country We consider that in the first year average We consider that in the first year average

monthly sale will be Rs 300000 and in monthly sale will be Rs 300000 and in second and third year it will increase to Rs second and third year it will increase to Rs 500000 and Rs.600000 consecutively 500000 and Rs.600000 consecutively YearYear No of No of

UnitsUnitsSales in Sales in Rs. Rs.

2008-092008-09 22 15000001500000

2009-102009-10 77 4200000042000000

2010-112010-11 1515 108000001080000000

2011-122011-12 2727 194400001944000000

2012-132012-13 4242 302400003024000000

Continue…Continue… We are targeting a profit margin of 40% of We are targeting a profit margin of 40% of

salessales And the net profitability of 20% of salesAnd the net profitability of 20% of sales

Funding requirementFunding requirement

YearYear FundinFunding g requirerequiredd

Source of fundSource of fund

2008-092008-09 2525 BankBank

2009-102009-10 150150 Bank or Angel fundingBank or Angel funding

2010-112010-11 250250 VC funding (first round)VC funding (first round)

2011-122011-12 400400 VC funding (second VC funding (second round)round)

2012-132012-13 500500 VC funding (third round)VC funding (third round)

Rs. in Lacs

TimelineTimeline

ParticularParticular TimelineTimeline

Getting outletGetting outlet September September 20082008

Getting fund from bankGetting fund from bank October 2008October 2008

Launching first outletLaunching first outlet November November 20082008

Launching second outletLaunching second outlet February February 20092009

Getting VC funding (first Getting VC funding (first round)round)

March 2009March 2009

Thank Thank YouYou