H Tiffins

Business Plan
Date: 09 - 04 - 2022

Members:
Laiba Javed (181850)
Armaghan Akbar (180388)
Table of Contents
H Tiffins .................................................................................................................................. 1
Date: 09 - 04 - 2022 ................................................................................................................ 1
Executive Summary ........................................................................................................................ 4
Industry Analysis ............................................................................................................................ 5
Introduction ........................................................................................................................... 6
Industry Size & Growth Rate .............................................................................................. 6
Industry Structure ................................................................................................................ 6
Industry Trend ...................................................................................................................... 7
Nature of Participants .......................................................................................................... 8
Key Success Factors .............................................................................................................. 9
Long-Term Prospects ........................................................................................................... 9
Company & Business Description ................................................................................................ 10
About Company .................................................................................................................. 11
Mission Statement ............................................................................................................... 11
Tagline.................................................................................................................................. 11
Products & Services ............................................................................................................ 11
Current Status ..................................................................................................................... 12
Legal status & Ownership .................................................................................................. 12
Market Analysis ............................................................................................................................ 13
Market Segmentation ......................................................................................................... 14
Target Market Selection ..................................................................................................... 15

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 Consumer Behavior ............................................................................................................ 15
Competitor Analysis ........................................................................................................... 16
Economics of Business ................................................................................................................. 17
Revenue Drivers .................................................................................................................. 18
Start-up Costs ...................................................................................................................... 18
Break-even Analysis (Monthly) ......................................................................................... 18
Marketing Plan .............................................................................................................................. 19
Overall Marketing Strategy ............................................................................................... 20
Positioning Strategy ............................................................................................................ 22
Points of Differentiation ..................................................................................................... 22
Sales Tactics......................................................................................................................... 23
Design & Development Plan ........................................................................................................ 24
Present Stage of Development............................................................................................ 25
Challenges and Risks Projected ......................................................................................... 25
Development Cost ............................................................................................................... 26
Operation Plans ............................................................................................................................. 27
General Approach to Operations ...................................................................................... 28
Business Location ................................................................................................................ 28
Facilities & Equipment ....................................................................................................... 28
Management Team & Company Structure ................................................................................... 29
Product Manager ................................................................................................................ 30
Tech Lead ............................................................................................................................ 30
Position Key Role ................................................................................................................ 31
Organizational Structure & Hierarchy ............................................................................ 31

3|Business Plan
 Executive Summary
H Tiffins will provide affordable food services to the students living in the hostels. Palatable food
prepared under acceptable standards of sanitation, aesthetically served at specified cost. To order
food, there will be an android application containing multiple food packages with different time
schedules.
As we can see that, industry of digital food service is expanding. New firms and companies are
entering with new innovation. According to the primary research made on the New Venture, it is
noted that different companies are being made for supplying resources to the food delivery services
companies. Vendors are making their own companies to provide services to the food delivery
companies. Hence, the cycle is expanding day by day.

We will prepare and serve high quality, simple food, at a great value, that reminds you of your
home. After conducting feasibility analysis, we concluded that our business idea is worth pursuing
and can have a place in market. Furthermore, there are two leading persons of this new startup,
Laiba Javed (Product Manager) and Armaghan Akbar (Tech Lead). Initially, these are the position
key roles that a new venture requires. Furthermore, there will be other staff hired for multiple small
tasks and a supervisor to keep check on the basic root level task.

As we can clearly depict that our target market is students living in hostels. Those students have
similar needs. According to the customer survey, we concluded that students are not satisfied with
the food services of hostels. According to the research made in Islamabad, E-11 is the main point
where most of the hostels are located.

Approximately, according to survey conducted, about 15 – 20 lac rupees will be required for H
Tiffins. We will be having our own resources that will be providing us more profit as compare to
outsourcing all the resources.

To fuel our growth and help us hit our goals, we’re seeking a 1,000,000 investment in our
company. This will help us cover our startup costs and provide us with approximately one year’s
worth of operating capital while we work to recoup our initial investment, with an ultimate goal
of breaking even in two years.

4|Business Plan
Industry Analysis

5|Business Plan
Introduction
As we can see that, industry of digital food service is expanding. New firms and companies are
entering with new innovation. According to the primary research made on the New Venture, it is
noted that different companies are being made for supplying resources to the food delivery services
companies. Vendors are making their own companies to provide services to the food delivery
companies. Hence, the cycle is expanding day by day.

Industry Size & Growth Rate

According to Foodpanda Chief Executive Officer Nauman Sikandar Mirza, Pakistan online food
delivery service will be more than double to $2 billion by 2023. In Pakistan, there are 76.38 million
internet users, of which 44.10 million users are online shoppers. This although reflects massive
potential for e-commerce in the country, reports reveal that only 15 per cent of Pakistanis have so
far been open to the idea of choosing online channels for ordering food. Revenue in the Online
Food Delivery segment is projected to reach US$563.50m in 2022. 2. Revenue is expected to show
an annual growth rate (CAGR 2022-2026) of 16.64%, resulting in a projected market volume of
US$1,043.00m by 2026. 3. The market's largest segment is Restaurant-to-Consumer Delivery with
a projected market volume of US$500.20m in 2022.

Industry Structure

1. The online food delivery market is bifurcated on the basis of platform type into:

 Mobile Applications
 Website

Currently, the mobile applications segment accounts for the largest market share in the industry.

2. Based on the business model, the industry is divided into:

 Order Focused Food Delivery System

 Logistics Based Food Delivery System
 Full-Service Food Delivery System

Among these, order focused food delivery system represents the largest share in the industry.

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3. On the basis of the payment method, the industry is segmented into:

 Online
 Cash on Delivery

Currently, online payment holds the largest market share owing to its ease and convenience.

Industry Trend
The two types of trends that are the most important to focus on are:
1. Environmental trends
2. Business trends

Environmental Trends
The most important environmental trends are economic trends, social trends, technological
advances, and political and regulatory changes. Some industries experience slow or no growth for
years, and then experience sudden upswings in growth as environmental change turns in favor of
the industry. As a matter of fact, all the business need some time to grow.
1. As we look towards social and technological advances, the app developments are getting very
limelight because every online business wants its application to stand out in a competitive
market.

Figure 1: Online Food Service Revenue

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2. Economic trends are gradually getting higher. Some online food services are increasing its
economy keeping it all under all the rules.

Business Trends
1. The first business trend is that co-operate and integration.
We live in a time where pretty much anything can be
achieved by outsourcing. The global business world has
never been so integrated. Indeed, in the future, it will
become increasingly difficult to succeed without really
close partnerships with other organizations. In practice, this
means greater supply chain integration, more data
integration and sharing of data between organizations, and
even cooperation between competitors.
2. The next trend is new forms of funding. The ways in which companies can generate finance is
also changing. New platforms and mechanisms have sprung up to connect businesses with
investors and donors. Many of these new methods are driven by the decentralized finance
movement, in which financial services like borrowing and trading take place in a peer-to-peer
network, via a public decentralized block chain network.

Nature of Participants
As we have discussed in industry structure, online food delivery market is bifurcated on the basis
of platform type into mobile application or website and furthermore. Below we will discuss these
points in detail

1. Nature and Mixture of Firms in Your Industry

The nature and the mixture of the firms that are providing online food delivery are based on
multiple levels such as many firms are moving towards building their own mobile application for
easy ordering. On the other hand, some firms have their website but most of them are switching
towards application because some time due to heavy traffic on the website, most website got
crashed.

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2. How our Business will fill the Market gap?
According to the survey, we have seen that many online food services are supplying food through
different vendors that owns their restaurants so there is no assurance of the food quality because
the firm itself cannot monitor multiple restaurants and all restaurants have their own prices,
timings. Hence we will be providing:

1. Different packages based on timings and rates so that students can choose accordingly.
2. The ease to the student to prepare their own food schedule and choose what they want to
eat.
3. Easy payment options and let them choose if they want to pay monthly/weekly or on daily
basis.

Key Success Factors

So far the key success factors are as follow:

1. As discussed above, we will be providing a customized

plan to the customer that will provide them ease in their
life.
2. We will be onboarding all the resource by ourselves so
that quality check will be strictly adhered.
3. Furthermore, building an efficient and more user
friendly application.
4. Considering a good taste of food as well as taking care of hygiene.
5. Fulfilling requirements of customers and all the workers that will work under us.

Long-Term Prospects
If we talk about long term prospects, we are having a kind of a clear road map. First of all, we will
own our resources rather than outsourcing them by using personal financings. Than we will build
our reputation in a market by making a valuable setup of the business either it takes a year or two.
Next we will try to gather potential customers trust and after the break-even point we will start
expanding our kitchens on different locations.

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Company & Business Description

10 | B u s i n e s s P l a n
About Company
Providing quality food service to the Hostelites via online application.
Palatable food prepared under acceptable standards of sanitation,
aesthetically served at specified cost. To order food, there will be an
android application containing multiple food packages with different
time schedules.

Mission Statement
We prepare and serve high quality, simple food with customized menu and schedule, at a great
vale, in a home-like environment.

Tagline
Food that reminds you of your home!

Products & Services

Students living in hostels face many difficulties and hurdles
such as financial crises, adjustment issues, personal
helplessness, distress, home sickness, and many other
issues. After taking reviews of many Hostelites, we
observed that they are not satisfied with the food services
that are being provided to them and they do not get tasty
food as they were having in their homes. Furthermore, the
class timings of the hostel students are odd so, most of them miss their meal. There are many food
services that are providing platform to the restaurants with different rates. So, using that approach
we will provide food service to the Hostels or Hostelites.

The H Tiffin will provide customers to make a schedule of their daily meal according to suitable
prices. There will be a user friendly application through they will order their meal and they will be
given the feasibility to pay monthly/daily or weekly.

After doing feasibility analysis of our New Venture H Tiffins, we have found that this New
Venture can hold a good place in the market. In primary research, we have analyzed from expert
advice that our idea can make a very positive impact in market as well as on the customers.

11 | B u s i n e s s P l a n
Current Status
Currently we have done with the planning of how
thing are going to be done. So far we have decided
what will be our milestones and how we will be
going to achieve them. Moreover, we have done
all the management organization and
arrangements. Further, we have developed a
prototype of the H Tiffins application were
customers can order food.

Legal status & Ownership

There are two owners of H Tiffins Armaghan Akbar and Laiba Javed. The ownership is divided.

12 | B u s i n e s s P l a n
Market Analysis

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Market Segmentation
Over the past few years the trend of online food ordering has been
increasing. One of the major factors driving the market growth is the
rising penetration of smartphones and internet connections which
provide the opportunity to get the food delivered very conveniently
and quickly. Online food delivery offers consumers with a wide
range of food items available on their smartphones and the
convenience of getting it delivered at their doorsteps.

1. It is seen that 60% of customers prefer mobile apps for ordering food not website because of
website crashing due to heavy traffic.

Figure 2: Market Segmentation wrt Online service Platforms

2. Furthermore, the main target is university students Hostelites. They will be prospect customers.
Other than that, there will a large amount of potential customers that are living alone in houses
for job/other purpose. Furthermore, we have concentration on the following points:
 Demographic: The company categorized young customers who perceives time as well as
suitable budget.
 Geographic: H Tiffins segmented its market by a sector to sector, since the most of the
hostels are located in sectors.
 Psychographic: The company also market segmented in terms of people’s value and
beliefs. That is why they provide Halal food as well as customized schedule.

14 | B u s i n e s s P l a n
Target Market Selection
As we can clearly depict that our target market is students
living in hostels. Those students have similar needs.
According to the customer survey, we concluded that
students are not satisfied with the food services of hostels.
Hence, after narrowing down people we have narrowed
down the location where we will be delivering.

According to the research made in Islamabad, E-11 is the

main point where most of the hostels are located. The
reason is that because from E-11, three universities are near
e.g., Air University, Bahria University and NDU
University. Thus most of the hostels are located near it. We will locate our kitchen in E-11 so that
delivery will be easy and fast. Furthermore, food will remain fresh. It will attract more customer
due these reasons. People will naturally attract towards our service because other restaurants are
very expensive in that area which students cannot afford from their pocket money. On the other
hand, they are bored from eating the hostel food.

Consumer Behavior
Mainly, it is seen that Hostelites have a very limited budget because they have to maintain their
expenses for a whole month depending on the amount of pocket money they get from their home.
So, they choose cheap ways to afford food and hence they do compromises by skipping their meals
that will certainly effect their health as well as studies and on the other hand they will accommodate
themselves with the tasteless food provided by the hostels to fulfil the package formality.
Automatically, after the launch, when they will hear about this new facility that we will be
providing, it will attract them.

15 | B u s i n e s s P l a n
Competitor Analysis

Foodpanda
 Well-known brand image
 Wide restaurant support
Comparative Strength(s)  Technology
 Ambitious team members
 Quick Delivery

Comparative  Restaurant Crookedness

Weakness(es)  Area Limitations

 Advanced Technology API’s

Counter-point(s)
 Attract Investors

Cheetay.pk
 Quick Delivery
Comparative Strength(s)  Well-designed platform
 Better Customer Support

Comparative Weakness(es)  All areas of city have not been covered.

 Quality required for the food as the food has been
outsourced.

Counter-point(s)  Growing market for potential customers.

16 | B u s i n e s s P l a n
Economics of Business

17 | B u s i n e s s P l a n
Revenue Drivers
1. The revenue drivers include different packages and
promo codes that will attract the customers in a very
effective manner. The order will gradually increase
hence the revenue will also get increased.
2. Marketing the services will also let the revenue drive
up. Like packaging of the food, keeping all the
essentials with the package such as tissues, spoons etc.
This will attract the customer and their trust regarding
hygiene will increase.
3. The rider should be well dressed and neat so that customer cannot be worried about any virus
transferred from them. This point will also build customer trust on you so they can order again
and again.
4. On the other hand, using social networks to spread your company will also drive your revenues.
For that purpose, you will need to invest on it. Without any investment your revenues will
never be going to increase.

Start-up Costs
Approximately, according to survey conducted, about 15 – 20 lac rupees will be required for H
Tiffins.

Break-even Analysis (Monthly)

18 | B u s i n e s s P l a n
Marketing Plan

19 | B u s i n e s s P l a n
Overall Marketing Strategy
Overall marketing strategy including 4 ps of marketing
which are as follow:

1. Product
2. Price
3. Promotion
4. Place

Product
Our service is providing a special feature that we act according to the customer’s choice. The
customers/students can prepare their schedule for the food according to their budget and their
feasible time. Furthermore, providing them easy payment options and let them choose if they want
to pay monthly/weekly or on daily basis.

An android/IOS application that will be a platform for a customer to interact with us. Through
which customer will place the order. Furthermore, the food will be packed under very strict
hygiene measures.

Price
Our price range varies by the customized options chosen by the customer such as the customer
will add any meal in his/her package that will have different rates. We craft specific packages
based on the budget of our customer. We will be providing all types of meals that are having low
– top prices. Furthermore, we will be providing different promos and discount deals to our loyal
customers.

Dishes Option (1 dish served per meal) Monthly Rate in PKR

5 Dishes 8,000/-
9 Dishes 9,000/-
9 Dishes (Premium) 12,000/-

20 | B u s i n e s s P l a n
Promotion
We will promote our services in the following ways:

● Organic channels, such as our website and our blog.

● Paid campaigns on social media and search engines
for targeted business owners.
● Webinars – our newest investment to speak to
prospects, customers, and new contacts alike.
● Communal integration and working with local
companies for volunteering and sponsorship opportunities.
This strategy combines paid, personal, and organic
opportunities to reach new customers and engage existing
ones.

● Paid Partnerships with bloggers, actors and other public

figures which test our food, pay a visit to our kitchen and
record everything. Then post it on their social media
accounts such as YouTube, Instagram, Facebook. This
will eventually attract more customers as the public
figures have more fan following. Their followers admire
them so they will definitely try the service.

● PR Packages sent to different public figures so they will

post an honest review on their page. This will help the
customer to view our service/food for free and this will
attract them to try by themselves.

21 | B u s i n e s s P l a n
Place
1. The food ordering process will be done through android/IOS mobile application.
2. For the preparation and packaging of food, a proper setup of the kitchen will be located
near E-11 as majority hostels are located in E-11. The purpose of locating our kitchen also
their because it will require less time for the rider to reach the customer and the freshness
of the food will be maintained.
3. Furthermore, all the food items will be brought from clean places such as cash and carry
or marts.

Positioning Strategy
The potential buyers as well as prospect buyers will be interested in our
service. As we have discussed earlier, students living in the hostel have
very low budget as they are living far away from home and their pocket
money is limited. They have to accommodate all other expenses including
food. So, they rather skip their meals or prefer the tasteless food offered
by hostel package. They will eventually attract towards our service as our
business is cost effective as well as meet the level of the quality and tasteful food.

On the other hand, there are also a facility exist in our service for those who are living alone
permanently for job/other purpose, living in a house or a flat, those people who want tasty and a
home-like meal, we are there for them.

Points of Differentiation
1. Providing a customized schedule and meal plan on the
application so customer can set their meal plan according to
their budget as we are providing food for medium and high
level budgets.
2. Providing food in a standard packaging as other companies
have onboard different restaurants so they all have different
packages but our packaging will be unique and the food will remain fresh, host in it.
3. Furthermore, after conducting feasibility analysis, the reviews we got from the delivery riders
that if any mishap happens while delivering the food, company blame us and add penalty by
deducting salary. In addition, they do not provide repair or maintenance service for the bikes
or delivery boxes. Hence, monitoring all these issues, we will provide all these facilities to the
riders and investigate if any mishap happens.

22 | B u s i n e s s P l a n
Sales Tactics
The strategy we have used to sale our food is that we have prepared an effective plan for the meals.
It contains all type of dishes whether they are expensive or not. It’s all up to the customer which
one to choose. The menu is according to the customer want and as well as customer desire.

By focusing on both the customer want and customer desire, we have planned menu. This will
help us to know the customer and his/her budget. As discussed above in pricing section, the
different plans show how the customer will be attracted. Along with the sales tactics, we have
assured that quality should be our first priority.

23 | B u s i n e s s P l a n
Design & Development Plan

24 | B u s i n e s s P l a n
Present Stage of Development
Currently, we have decided our plan that how we will be managing our business. Furthermore, we
have decided our meal plans and constructed a prototype of the mobile app.
Below is the mobile application prototype:

Challenges and Risks Projected

The challenges that we will be facing are:
1. Identifying a suitable place for our kitchen.
2. Managing groceries, taking care of the expiry dates of
the product, proper cooling system of the product 24/7.
3. Hiring good cooks and accommodating their pays.
4. The risk will be the investment made initially as we will
not be known when our break-even point will occur as it
can take years.
5. Furthermore, the big challenge is to convince people to use your service.
6. Then the food should be reached to the customer in time, fresh and hot.

25 | B u s i n e s s P l a n
Development Cost

Resources Estimated Cost

Kitchen Rent 50,000/- - 75,000/-

Kitchen Equipment, Utensils & machines 100,000/- - 150,000/-

Cooks Salary (monthly) 45,000/- - 60,000/-

Workers Salary (monthly) 25,000/- - 30,000/- (*5)

Delivery Rider Salary (monthly) 30,000/- - 35,000/-

Electricity, water, Gas bills 30,000/- - 40,000/-

Groceries 100,000/- - 150,000/-

26 | B u s i n e s s P l a n
Operation Plans

27 | B u s i n e s s P l a n
General Approach to Operations
Below is an illustration that clearly depicts our operation plans:

Business Location
The business set up and kitchen will be initially located in E-11.
Initially, for other purposes other than kitchen and all for all other
work the staff will work remotely. We have decided our business
location because that location is near our target market location. We
will locate our kitchen in E-11 so that delivery will be easy and fast.
Furthermore, food will remain fresh. It will attract more customer
due these reasons as most of the hostel is located in E-11.

Facilities & Equipment

Kitchen
Kitchen Equipment
Utensils
Machines
Refrigerators
Cooking Staff
Workers for Kitchen Maintenance & Food Packaging
Facility of electricity, water and food for the staff will be provided
Groceries
Riders for delivery

28 | B u s i n e s s P l a n
Management Team & Company Structure

29 | B u s i n e s s P l a n
Product Manager
Product manager of H Tiffins is Laiba Javed

Product Development
Maintenance Business analysis
& Supervision

Product Design & Product Vision &

Prototype Strategy

Tech Lead
Tech lead of H Tiffins is Armaghan Akbar

Product Testing & Android Application Financial dealing Quality Testing of

QA Planning Development Product

30 | B u s i n e s s P l a n
Position Key Role
Initially, these are the position key roles that a new venture requires. Furthermore, there will be
other staff hired for multiple small tasks and a supervisor to keep check on the basic root level
tasks.

Organizational Structure & Hierarchy

31 | B u s i n e s s P l a n