Academic Year - 2019-20

Semester – IV

ENTREPREURSHIP STARTUP
ON
HEALTHY MEAL KITCHEN

1
S.NO TITLE PAGE NO.
1. VISION 3
2. GOAL AND OBJECTIVE 3
3. KEY TO SUCCESS 3-4
4. COMPANY SUMMARY 4-7
resources, facilities and equipment
marketing methods
management and organisation
ownership structure
social responsibility
internal analysis
5. PRODUCTS & SERVICES 7
6. MARKET ASSESSMENT 7-8
Examining the general market
Customer analysis
7. STRATEGIC IMPLEMENTATION 8-9
Production
Resource Needs
Sourcing/Procurement Strategy
Marketing strategy
Performance Standards
8. FINANCIAL PLAN 9-10
Contingency Plan

2
 VISION STATEMENT

Our vision is to set up a healthy meal kitchen in the heart of the city which provides people
with all kinds of healthy diet which is a dire necessity in today’s time it is very demand of
every person who wants to lead a healthy lifestyle and has not time in such busy world to
make and maintain their healthy diet, keeping this thing in mind we have taken this start-up
to set up a healthy meal kitchen which caters to the need of all those people who want to eat
healthy meals. The start-up is unique in itself because rarely any outlet for a healthy meal can
be found therefore targeting that part of audience in the urban areas who have an urge to eat
healthy can be achieved through this initiative. Our basic aim is to gain trust of people by
providing them the quality product with the best ingredients used and no compromise with
the quality of meal being provided. The target audience to us will be gym goers, aged people,
people with medical conditions, dieticians, doctors, and all those individuals who seek to eat
healthy and remain fit , there is no bar to people to come and visit out outlet.

GOALS AND OBJECTIVES

 We aim to achieve our healthy meal kitchen as fast growing brand amongst the people
who tend to eat healthy meals.
 We aim to make collaborations with various gyms in the city so that they can send
their customers to our kitchen, and in future we aim to set up our small outlets in
various gyms.
 We aim to collaborate with various dieticians, doctors, fitness trainers, and nutritionist
so that they can refer customers to our outlet.
 We aim to provide the customers with all the option of customizing their diets as per
their needs and no compromise with the quality of the nutrition provided to
customers.

KEYS TO SUCCESS

 To succeed we need more no. of customers to purchase our product.

3
  To succeed the capital we have invested in our project should produce returns as soon
as possible so that we could start making profit.

 COMPANY SUMMARY

Founders and Office holder of the business

S. no. Name Designation

1 Tushar Choudhary CEO & Founder

2 Someshwar Singh Chandel Finance Manager

3 Vikhyat Naresh HR Head

4 Shantanu Shastri Project Head

5 Karan Choudhary Marketing Head

6 Aarsh Raj Operations Manager

RESOURCES, FACILITIES AND EQUIPMENT

 We produce our product/s by fruits and vegetables and other healthy food items.
The provider of vegetables and fruits are from the vendors where items will be
purchased in bulk quantity. And for grocery items the wholesalers are contacted
which deals in various brands grocery and food items, for milk and dairy products
dairy house are in contact.
 We plan to open a store at a prime location therefore we occupy a store on rent as
we need a outlet and a kitchen.
 Our labour force constitutes our chefs, store managers, delivery boy .
 Initially the financial resources consist of resources gained from various
government schemes for running a start-up, some loans and some personal
financial resources.

4
 Marketing Methods

 Our tie-ups would be with various gyms, fitness centres, dieticians, government
doctors so that they recommend their clients to have healthy food from us.
 The average minimum cost to produce a meal with required calories is 100 Rs and
goes up to 400 Rs.
 We have an option to take away the food from the store or eat the food at the
outlet, delivery is provided free within 4 kms and above that certain minimum
delivery charges are levied as per distance.
 We will initially at the opening of our outlet, will provide free food for the people
to taste as a free give away to attract more customers.
 We use online platform like Facebook, Instagram etc. for marketing our store.
And also pamphlets and menu of our store will be distributed through newspaper.

Management and Organisation

 The management team comprises of CEO & Founder, HR manager, Finance manager,
Project Head, Operations Manager, Marketing manager.
 CEO takes major decisions for the company on aid and advice of other managers.
 Finance Manager manages all finances for the company.
 Operations manager manages operations including any project undertaken.
 HR manager works on distribution of salaries to the employees, conducts their
performance review and work on employer-employee relations.
 Legal Advisor helps on any legal issue if arises and also on registration of company
and assuring us to follow norms and compliances by the government.
 Educational background of all members is all are law students. Management team
members’ reputation in the community is highly good. Management team members
possess various skills other than knowledge of law like all members are efficient, hard
working, have knowledge of market and people, have good convincing skills, some
members also posses’ six sigma qualifications.
 Some people who help to run the business are people going to gym, people being
referred to us by doctors, self approaching customers.

Ownership Structure

5
  The primary stakeholders in our business are the founders itself.
 The legal form of our company is a partnership firm.
Permits required are:-
1. FSSAI Food Safety and Standards Authority License
2. Health/Trade License by the local civil authorities like the State’s Municipal
Corporation or the Health Department.
3. Eating House License by the Licensing Police Commissioner of that city.
4. Registration under Shop and Establishment Act.
5. GST Registration
6. A No Objection Certificate (NOC) from the fire department.
7. Signage License

Social Responsibility
 Our business follows eco-friendly environmental practices and use organic food and
vegetables.
 We keep a proper check and balance for the disposal of waste in a natural manner so
that proper hygiene standards could be made.
 We use no hazardous chemicals as it’s a food service.
 Our involvement in the community organizations will be that we will be one of the
startups to introduce this kind of service in India.
 We will hire trained chefs and graduated dieticians to avoid hazards at the centre as
well as the customer level.

Internal Analysis

 The strength of our firm is that it will produce products according to the wish and
demand of our customers and it is one of its kinds of startup towards eating healthy.

 Weakness is the risk of the idea getting not accepted and the problem that we could
face too accommodate future funds also establishment of similar startups in the city
could hamper our product sale which could be a competency for our business.

 We have very less competition in the market that too is recently established.

 PRODUCTS & SERVICES

6
We plan to sell a product that fits the requirements of fitness freaks and patients suffering
from diabetes, cholesterol, high blood pressure etc. Fit Food Kitchen uses the best quality
material and prepares meal measuring fats, carbohydrates, proteins according to the
demands of the customer. This service is a first of its kind in the market with very less
competitors and our kitchen has high chances of achieving a monopoly status. The price
is kept affordable, minimum being rupees 100. As the name suggests, our kitchen uses
top quality material. The location is kept near gyms and high profile areas of the city as
they are expected to be our first customers.

our CEO Mr. Tushar Choudhary has a good amount of experience related to healthy food
as he himself is involved in fitness for past 3.5 years therefore he has clear differentiation
amongst the healthy meals and how to prepare them and he also has connections with
various gym and fitness trainers.

 MARKET ASSESSMENT

Examining the general market

The market is new for this service with one or two competitors in the city. The important
customer need of the era, to have meal with specific quantity of nutrients for fitness
freaks and patients who are prescribed certain kind of meals and this is not fulfilled by the
market. Filling this gap through our startup is our target. We have the opportunity of
exploring and creating monopoly in the new market, the failure of new and rare idea is
our threat and also the obvious threat of lack of funds. The trend we foresee is this kind of
service being a part of daily life of youths. The hectic and unhealthy lives of our cities
and growing awareness of good health among people is our force of change.

Customer analysis

Our major customers would include gym goers, diabetes, cholesterol, blood pressure
patients and old age people. We sell to each of our customer’s meal according to their
demand with their choice of quantity and ingredients and the taste they demand. We will
solve the key customer problem of having a meal with their choice of quantity of
nutrients and taste. We need to meet the expectations of the customer to retain them.

7
However in our case, we being one of the few providing this service in the city, we expect
fewer problems to face retaining the customer. We need to work hardly and smartly. This
being a startup we can’t take the chance of disappointing the customer at the first glance
or instance.

 STRATEGIC IMPLEMENTATION

Production
 Our products primarily are food items therefore the productions of the meals are
based upon vegetables, fruits and other grocery items needed. The product will be
prepared by the chefs in our kitchen and the machinery will be used for it consists
of normal kitchen utensils and accessories like blender, toaster, gas, griller etc.
 The value associated with our product will be that of being healthy and eat health
which will target the consciousness if the people and urge them to strive towards
healthy food.

 The growth option that we will be using to expand our business are collaboration ,
integration , networking .

Resource Needs

 Human skills needed are of the chefs to make tasty and healthy meals and to
organise and run the firm advisors are also needed.
 The financial resources needed will be around 5 lacs for the startup.
 Physical resources needed will be a space to setup our outlet and kitchen, grocery
items, kitchen machinery etc.

Sourcing/Procurement Strategy
 The products which are used in the production if the meals are purchased through
reputed stores and of brands which are recognised by the FSSAI and satisfy all
their standards.
 Any kind of discount or convenience provided by the vendors for bulk orders is
preferred.

8
 Marketing strategy
 Our sales plan is to make sale of the food items so that our cost invested in the
startup comes out and we could make profits.
 Advertising the store is our main motive through social media, pamphlets,
promotions in gym, health centres, sending sms, giving appealing discounts,
some free give away.

Performance Standards
 The quality of food will not be compromised and it is the most important factor
to decide the performance standard
 The efficiency of the workers in providing meal to people in time.
 To monitor performance timely audit will be done to ensure whether all
functions are taking place correctly.
 Project head will be the concerned person to monitor performance and even the
other post holders can also give their inputs when needed.

 FINANCIAL PLAN
 The funding of the business will be primarily based on government startup
scheme and another option will be angel investor.
 Capital debt fund will be provided by angel investor.
 The outside investors will be used to fund our expenses and all the cost that is
needed to set up the startup and once the startup is well settled and profitable
then the investor money can be used to set up collaboration outlets in gyms.
 In case any financial risk happens then it will be managed through the
investment, some of the investment amount will be kept to manage the financial
risk.
 The financial aspects that will be monitored are equity, asset growth and any
debt.

Contingency Plan

9
 If our primary fail does not succeed than we will be selling some of our assets in
order to recover our investment made in the startup and in the startup does not
succeeds after it then we will wind it up.
 In case of an emergency in the business we will have recourse to namely three
options i.e. Emergency funds – which will be kept away from the main capital
investment, Emergency Collaborations – we will have prior collaborations with
already established kitchens if in case we do not prosper in our business then we
will collaborate with them by handing over our business idea to them. Lastly we
will have insurance made on our kitchen if any such emergency occurs then we
can claim money from the insurance agency.
 In case any one of the members of our group happens to leave or anything
happens to him then we will recruit a similar person with same skills who can
replace him very well.

10