HARAMAYA UNIVERSITY

COLLEGE OF SOCIAL SCIENCE AND HUMANITIES

SCHOOL OF GEOGRAPHY AND ENVIRONMENTAL STUDIES

DEPARTMENT OF GEOGRAPHIC INFORMATION SCIENCE

Course Title: - Entrepreneurship

BUSINESS PLAN

TITLE "GEBETA" MOBILE FAST FOOD AND COFFEE DELIVERY

Name of Group Members Id No

1. Melkamu Sisay………………………………………………2359/12
2. Muluken Takele……………………………………………...2520/12
3. Masreshaw Alehegn…………………………………………2313/12
4. Mehedibar Murad…………………………………………....2328/12
5. Mekdes Assefa…………………………………….…………4068/12
6. Amansisa Kefyalew…………………………………………. 0190/12
7. Abdulfettah Esmail………………………………...…………3185/12

Submitted to Mr. Yosef T. (Msc)

May, 2023

Haramaya, Ethiopia.
 Gebeta M - Fast Food and
Coffee Delivery

Address: Harar, Ethiopia

“Don’t go far ..... Call to our shop to get delicious foods and served well”

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Table of Contents
1. Executive summary ................................................................................................................................... 1
1.1 Vision .................................................................................................................................................. 2
1.2 Mission................................................................................................................................................ 2
1.3 Value to success .................................................................................................................................. 2
2. Description of the venture ......................................................................................................................... 3
2.1 About the company ............................................................................................................................. 3
2.2 Company location ............................................................................................................................... 3
2.3 Entrepreneurs ...................................................................................................................................... 3
2.4 Background of partners ....................................................................................................................... 4
3. Industrial analysis ..................................................................................................................................... 4
3.1 Market analysis ................................................................................................................................... 4
3.2 Competition......................................................................................................................................... 4
3.3 Customers ........................................................................................................................................... 4
3.4 SWOT Analysis .................................................................................................................................. 5
Strength ................................................................................................................................................. 5
Weakness .............................................................................................................................................. 5
Opportunity ........................................................................................................................................... 5
Threats................................................................................................................................................... 5
3.5 Customer advantage from Gebeta ....................................................................................................... 5
4 Production /operation/ plan ........................................................................................................................ 6
4.1 Product and service ............................................................................................................................. 6
4.2 Product description ............................................................................................................................. 6
5 Marketing plan ........................................................................................................................................... 6
5.1 Marketing strategy .............................................................................................................................. 6
5.2 Marketing mix strategy ....................................................................................................................... 7
5.2.1 Distribution concept ..................................................................................................................... 7
5.2.2 Pricing strategy ............................................................................................................................ 7
5.2.3 Promotion strategy ....................................................................................................................... 7
5.3 Competitive advantage........................................................................................................................ 8
5.4 Brand ................................................................................................................................................... 8
6. Organizational plan ................................................................................................................................... 8
6.1 Enterprise management ....................................................................................................................... 8

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 6.2 Personnel plan ..................................................................................................................................... 9
6.3 Assessment of Risk ............................................................................................................................. 9
6.4 Capital requirement and financial plan ............................................................................................... 9
Startup summary ..................................................................................................................................... 10
6.5 Three years planning ......................................................................................................................... 10
7. Cash flow year balance ........................................................................................................................... 10
8.Appendix .................................................................................................................................................. 11
1. Day to day operation: .......................................................................................................................... 12
2. Capital Contribution: ......................................................................................................................... 12
3. Profits and Losses .............................................................................................................................. 13
4. Term or Termination ........................................................................................................................... 13
5. Disputes.............................................................................................................................................. 13
6. Non-Complete Agreement ................................................................................................................. 13
Conclusions ................................................................................................................................................. 14

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 1. Executive summary

Gebeta believe in its unique delivery of service as its policy is “Customer is king”. Its western
outlook gives you the feeling as if you are the member of its family. Though we are new but the
love and taste in our foods will be in abundant. People are seeking inexpensive breakfasts and
lunches. Also, employees today are often pressed for time, with more work and shorter lunch
hours. These factors make our mobile fast food and coffee business concept more appealing than
ever. Our mobile truck offers all kinds of items for children, teenager and adults.
As it is a new business idea for Ethiopian market these company have intended to give a good
service to the society that are found in Harar especially in main areas like “Hospital”, “Bus station”,
“University”. The firm answer to an increasing demand for fast food and coffee service to be
consumed while walking around the streets and also gives a take away services for the consumers
to take it at home and use our product and services. Our main priority is to establish outlet in a
crowded mall place where people walk around often.
We take position of customer mind by the following competitive advantage.
➢ Our customers can save their time while using our services because we are found in their
way to may be their office, school, shopping center etc.
➢ We give takeaway services for customers.
➢ Our packaging will be more entertaining and, on the package, we tried to give some
information to the customers.

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 1. Objectives
➢ The primary objective of our business is Promoting and expanding the concept of mobile fast
food and coffee services in the Harar market.
➢ To ensure self-employment of the member owners and to create work opportunity for others.
➢ To establish a successful firm that can play a big role in the Harar market.
➢ As it is a new business in our country, we intend in expanding and advertising in all over Harar
to create awareness to increase our customer.
➢ Be the choice in Harar.
➢ Providing a variety of different food every day to our customers “so you never get bore”.
➢ To keep our customers healthy and happy every time and we give number one priority to them.
1.1 Vision

• To be the most recommended healthy and unique fast food and coffee joint.
1.2 Mission

• Our main goal is to be one of the most successful mobile fast food and coffee service outlets
in Ethiopia. Starting with one retail outlet located to every corner of the street. “Gebeta” fast
food also promotes our cultural and makes them more useable by our customers. And also in
addition to these we want to make this new idea famous to all citizens across Ethiopia.
• Our major focus also will be serving high-quality coffee and food at a great value that all
customers can enjoy our service.
Gebeta is committed to its product and employees which we believe is the recipe for Market
successes
1.3 Value to success

Unique, Innovative & Contemporary

Great quality products and service
Employee Retention Focus Customer Satisfaction
Purely customer feedback centric
Price thoughtful
Taste exceptional
Open kitchen
Cost Control Focus
The menu will target to varied peoples

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2. Description of the venture

2.1 About the company

Gebeta is a startup mobile fast food and coffee service facilities. Our company offers wide range
of healthy and delicious meals that can be made fast. Made from the freshest ingredients purchased
daily, everything is made fresh daily in-store. We have sandwiches, salads and coffees that are
available in countless varieties ensuring you’ll always find something that tickles your appetite!
As we mentioned earlier our service is mobile that means we can move from one place to another
place easily and can cover vast business area but also we planned to target some fixed places in
Harar town for initial startup and we have a plan to expand to towns with a good market
opportunities.
So “gebeta” mobile coffee and healthy fast food service have a new and a great business plan that
can make the firm profitable in short time and it can quickly attract the Ethiopian market.
2.2 Company location

Gebeta fast food and coffee delivery shop is located at Harar specifically near Ras hotel first site
location. The market has a plan to expand its shops to Bus station, Hospital and all over Harar
town soon.
2.3 Entrepreneurs

Gebeta M- fast food and coffee delivery is going to be built by the members, All the member of
this group are owners of business as partnership with different task
The general manager: Melkamu Sisay
Sales and Marketing manager: Mehdebar Murad
Finance Officer: Mekdes Aseffa
Production and supply chain manager: Masreshaw Alehegn
Human resource manager: Muluken Takele

According to the duties of the management team the general manager or the CEO of the company
shall oversee all selected positions and operations to assure an effective and functioning. Oversee
everything pertaining to the business of the cooperative. Be responsible for all negations in sales,
suppliers, or other services. Be the liaison for customer complaints concerns or questions that are
outside the control of the secretary. And the chief sales and marketing officer responsible to run
general and special meeting, act as an assistant to the general manager. The accountant and
secretary shall run smoothly the day to day office operations. The following is the summery for
the role of the members.
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2.4 Background of partners

Except the experience and important knowledge, we have on business from our entrepreneurship
course and other related courses held in the university, no prior business and marketing experience
was acquired by any of the members. Moreover, the members do not want directly engage in this
business but they are highly motivated to do so.

3. Industrial analysis

3.1 Market analysis

Harar is an award winning place to live and work and is considered leading business community
in Harari region. The competition area in this business which is mobile fast food and coffee service
is very low in our country. This business idea is a little bit new. But there are some competitors to
us like coffee houses and fast food services giving firms in our city but we have a great advantage
on them and that advantage is we are mobile and can move from one place to another place easily
and can cover a large area of marketability.
Market control mechanisms based on marketing research as follow for gebeta’s
• Continue to develop ongoing relationships with frequent and new customer
• Continue to develop and implement a strong communications and business plan
• Leverage our strength in the local market as a member of the community by supporting
local events.
• Continue ongoing staff training and skill development to ensure the highest standards of
service
3.2 Competition

As we already suggest this business is new for that reason competitors in this area is low. We
are the startup business and looking forward to earn good share of market, we have great
strategies to give tough competition to our future competitors. Currently our main target of
competitor is small fast foods and shop
3.3 Customers

Most adult coffee drinkers said their lifelong habit began during their teenage years so that our
main targets are young Ethiopians as our primary market. Peoples who go to work, schools, can
have a quick snack from our firm. And for people whose age is above 35 they can use our coffee
services that can be taken anywhere, and drink anywhere even they are driving, walking, while
they are in taxi and so on.
In our country there is a good tradition about drinking coffee so we give this service with suitable
and attractive way to our customers.
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3.4 SWOT Analysis

The SWOT analysis examine the strengths and weaknesses that need to be address
Strength
➢ Based on its smaller size, the fact that is not a franchise, Gebeta is a unique fast food and
coffee shop concept unlike any other in Harar market
➢ The owners has highly motivated, in operating and starting new restaurant.
➢ Favorable government policy measures.
➢ Similar economic and social status that enable the members to work and communicate
easily.
Weakness
➢ Gebeta fast food and coffee has a minimal budget that can be a barrier.
➢ Price fluctuation
➢ Slow adoption of using phones to order food.

Opportunity
➢ The Harar demographics support the need coffee shop
➢ The appreciation of the coffee drinkers to become coffee connoisseurs is the key to
continued growth.
➢ Availability of cheap labor resources.
➢ Availability of local materials used for making different recipes.
➢ Increasing demand.
Threats
➢ The rapid entrance of small coffee shops, could pose significant treats to market share.
➢ Poor network connection
➢ Low awareness experience about ordering food by using cell phones.
➢ Price fluctuation in the market.
➢ Fluctuation of consumer’s preference.
➢ Lack of modern equipment, and lack of efficiency, lack of technical skill.
3.5 Customer advantage from Gebeta

➢ Our customers can save their time while using our services because we are found in their
way to may be their office, school, shopping center
➢ We give takeaway services for customers
➢ Our packaging will be more entertaining and, on the package, we tried to give some
information to the customers.

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 4 Production /operation/ plan

4.1 Product and service

We focus on selling coffee and fast foods. Alcoholic drinks will not be sold in our outlets, as
“gebeta” promotes a healthy and positive western fast foods and coffee service in our country.
We also planned to have our special type of food and coffee services that can give us a new
brand and image in our customers mind.
A unique and modern idea to cater to the needs of the present population and also delivering
more than what is expected by the customer.
Serving fresh food that is not only good to the taste buds but also balanced &nutritional.
We also provide healthy catering options to offices.
Our meals are not about tasteless, dull, diets, self-deprivation, or complicated fad diets. They
are a lifestyle choice - designed for your body’s needs.
4.2 Product description

Gebeta delivery currently provides numerous types of foods Main Products that are sold are listed
below.
Fast foods items
▪ Salads
▪ Sandwiches
▪ Fries
▪ coffees
▪ Macchiato
▪ Cappuccino
▪ Milk
▪ Bottled water with different size
▪ soft drinks
▪ Pastries and other fast food.

5 Marketing plan

5.1 Marketing strategy

Our strategy is based on serving our markets well. We will start our first outlets as ‘‘market
tester” that could become a model of the expanding number of outlets in the future.
Concentration will be on maintained quality and establishing a strong identity in the local
market. By providing a fund and energetic environment with unbeatable quality at an

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 acceptable price in a clean and friendly outlet, we will be the hot issue in the town. Therefore,
the execution of our concept is the most critical element of our plan. We will actively build our
brand, through the selling of supporting materials, our coffee and fast food services.
5.2 Marketing mix strategy

5.2.1 Distribution concept

Our service and products are distributed by our mobile shops and that will be our only way to
distribute our products and customers also can served well at our open kitchen café

5.2.2 Pricing strategy

• Our pricing strategy is to make the price low as much as possible so that all societies can afford
to use our products and services.
• The low and medium level income customers also can use our service. In addition to these the
product and services we provide also will have a level of pricing that means we intended to
have a high price foods and also as the same time a low price food.

5.2.3 Promotion strategy

The sales strategy is to build and open new locations in order to increase revenue. For now our
firm that is “gebeta” mobile coffee and fast food plus takeaway service is limited in some areas
but we will try our best to expand our market.
The promotion and advertising is for now limited on business cards and some simple posters but
in addition to these we have plan to have
• Online advertising, gebeta will advertise regularly on popular social media sites like face
book, Instagram. Compared to traditional print advertising, this is a cost effective tactics.
• Radio advertising, during the first 8 months of operation, and during busy holiday
shopping season, the business will advertise on local radio stations.
• Website advertising, gebeta will have a simple website identifying its menu items, along
with the address, map and hours of operation. The website also has a calendar of any
upcoming events or sponsorship. This site will also have links to our social media sites
such as face book, twitter. Our own website that tells our price and our ingredients and our
locations too.

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5.3 Competitive advantage

The competition area in this business which is mobile fast food and coffee service is very low
in our country. This business idea is a little bit new. But there are some competitors to us like
coffee houses and fast food services giving firms in our town but we have a great advantage
on them and that advantage is we are mobile and can move from one place to another place
easily and can cover a large area of marketability.
5.4 Brand

Our logo is going to be energetic and playful with color elements that can attract people’s attention.
Our takeaway cups for coffee and our papers for the food will have an entertaining message.
In addition to these in the future we want to make our brand well known in the world

6. Organizational plan

6.1 Enterprise management

The initial management team depends on the founders that are …… we will not add additional
management personnel’s until it is absolutely necessary. This will mean that the initial staff support
team will have to work extra and see the business as their own body part.
At present time “gebeta” mobile coffee and fast food plus takeaway service is owned and service
is provided by its 5 founders.

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 General manager

Melkamu Sisay

HR manager Production and Accountant Sales and

supply chain marketing
manager manager
Muluken Takele Masreshaw Alehegn Mekdes Aseffa Mehdebar Murad

6.2 Personnel plan

The implementation of the business is expected to start after one year. During the period the project
is expected to fulfill licenses certificate requirement from the regional government through which
a support from Harar town administration. “gebeta ” employees are for now as starters we will
have 5 employee that are the founders of the business and we will have chefs for every vehicle that
the firm own and in addition to these there will be 1 person to help and to move(drive) the vehicle.
Our employees and we will work from 8-10 hours a day. We want to give enough rest to our
employees and we want to make our employees happy.
6.3 Assessment of Risk
Gebeta’s delivery may face the following risk factors
➢ We anticipate the cost of rent to increase
➢ We anticipate the salary expense to rise due to advancements in economic condition
➢ We anticipate changes in technology
➢ We expect the number of competitors will increase attracted by positive profit we enjoy

6.4 Capital requirement and financial plan

▪ “Gebeta” mobile fast food and coffee service will target places with highly populated areas
like shopping centers, campus, high school, office and parks.

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 Startup requirements will be financed through owner investment and get some loan from the
bank. Our government give a large support and incentive for small and medium business so
we intended to use these opportunity to our advantage.
Startup summary
Startup expenses Birr

Vehicle (food truck) 750,000

Kitchen and fixtures 75,400

Legal issues 15,000

Packaging and stationary 20,600

Employee salary 27,000

Contingencies
32,000

Total requirements
920,000

6.5 Three years planning

We may have a few obstacles in the first year because as it is a new business in our country Ethiopia
until the people adapt this idea or until we create an image on their mind about our service and
product, we may incur some loss. So for this purpose we prepared a contingency cash .but we are
100% sure we will start making profit in a short period of time. As these times we will expand into
new locations and start to spread our firm.

7. Cash flow year balance

Overall, our business is expected to generate sufficient cash flows. Our cash balance will, among
other things, depending on the level of inventory we’ll decided to keep at a rented warehouse. At
the moment, our projection in this respect is preliminary and we expect to fine tune them as the
demand for our products grows.

The following table shows the cash flows of the gebeta’s for the next three years
(2016-2018 E.c)

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 2016 2017 2018

Sales revenue 100000 120000 140000

Expense
Office rent 10000 11000 12500

Personal labour 12500 13500 14000

Office material 6000 6000 6000

Fuel expense 6000 6000 6500
Telephone, internet… 1000 1000 1000
Advertisment 8000 11000 11000

Miscellanous expense 1500 1500 800

Bank loan expense 2500 2500 2500
Filers 1000 1000 1000
Dificit 3000 3000 3000

Total exspense 51500 56500 58300

Profit 48500 63500 81700

8.Appendix

Partnership agreement form

THIS PARTNERSHIP AGREEMENT is made this 10/10/2015 day at Haramaya town,
Ethiopia by and between the following individuals.
NO Name Address Signature
1 Melkamu Sisay Robe
2 Muluken Takele Bahir Dar
3 Masreshaw Alehegn Bahir Dar
4 Mehdibar Murad Dessie
5 Mekdes Aseffa Adiss Abeba

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1. Day to day operation:

The partner shall provide their best effort on behave of the partnership. Each
partner shall have equal right to manage and control the partnership and its
business, should there be difference between the partners concerning ordinary
business matters, a decision shall be made by unanimous vote. It is understood
that the partners may elect one of the partners to direct the day to day business
of the partnership.
2. Capital Contribution:

The capital contribution of each partner to the partnership shall consist of

the following properties, services, or cash of equal amount which each partners
agrees to contribute.

No Name of the partner Capital

Contribution
1 Muluken Takele 120000
2 Melkamu Sisay 120000
3 Masreshaw Alehegn 120000
4 Mehedebar Murad 120000
5 Mekdes Aseffa 120000
6 Bank Loan 320000
The partnership shall maintain a capital account record for each partners;
should any partners capital account fall below the agreed total amount, then
the partner shall.

(a) Have the high share of partnership profits then, due and payable applied
instead to this capital account and
(b) Pay any deficiency to the partnership if its share of partnership profit
is not yet due and payable of, if it is his share is not efficient to cash the
deficiency.

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3. Profits and Losses

The profit and losses of the partnership shall be divided by the partners
according to a mutual agreeable schedule and at the end of each calendar year
according to the proportions listed above.
4. Term or Termination

The term of this agreement shall be the period of 5 years, unless the partners
mutually agree in writing to a shorter period. The partnership should be
terminated by unanimous vote, the asset and cash of the partnership shall be
used to all the creditors with remaining amounts to be distributed to the
partners according to their proportions or shares.
5. Disputes

This partnership agreement shall be governed by the laws. Any disputes arising
between the partners as a result of this agreement shall be settled by
arbitration in accordance with the rules of the Ethiopian Arbitration
Association (EAA), and Judgment upon the award rendered may be entered in any
court having jurisdiction thereof.
6. Non-Complete Agreement

A partner who retires or withdraws from the partnership shall not directly or
indirectly engage in a business which would be competitive with the existing
anticipated business of the partnership, where the partnership is currently
doing or planning to do business. Any emergency or death of any partner shall
not lead to liquidation of the business instead new partner will enter in the
partnership, according to the rules and regulations of the partnership.

"GEBETA FOR CUSTOMERS SATISFACTION!!!"

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 Conclusions

As per the assignment this business plan was developed by pooling the innovative business ideas
of the group members and submitted as assignment for the course “Entrepreneurship” which our
instructor Mr. Yosef T. gave as to develop the business plan.
This business plan contains the basic elements that a business plan has to include such as,
introduction, executive summary, industrial analysis, description of venture, operation plan,
marketing plan, organization plan, and assessment of business risk and financial plan of the
business analysis of the business plan.

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