MINI PROJECT REPORT

ON
“HAPPY TUMMY”
In partial fulfilment of the requirements for the degree
of the Degree of Master of Business Administration

Project Submitted By:

TAMANNA KHATOON

Under the Guidance Of:

MISS. SAILJA SINGH
Assistant Professor, RITM

RAMESHWARAM INSTITUTE OF TECHNOLOGY AND MANAGEMENT, LUCKNOW

(Approved by AICTE and Affiliated to Dr A. P. J. Abdul Kalam Technology University
Lucknow)
S.NO CONTENT APPROAX PAGES
1. Table of Content
2. Acknowledgement
3. Declaration
4. Certificate by Institute
(Will be provided by college)
5. Preface
6. Generation of Idea
7. Discription of Idea
8. Business Overview
9. Product & Services
10. Menu for Happy Tummy
11. Market strategy, License & Permits, Website
12. Organizational structure
13. Why “Happy Tummy”?
14. Expectations
15. Risk Analysis
16. Target Market
17. Customer Management
18. Sales & Marketing Objective
19. S.W.O.T. Analysis
20. Competitors
21. PESTEL Analysis
22. Finance
23. Bibliography

ACKNOWLEGMENT
“Acknowledgement is an art, one can write glib stanzas without meaning a word, on the
other hand one can make a simple expression of gratitude”

I would like to express my deep sense of gratitude to my Teacher MISS SHAILJA SINGH,
who gave me the golden opportunity to do. this wonderful project on the topic “HAPPY
TUMMY”

which helped me in doing a lot of research and helped me learn new things, which will be
beneficial in my succeeding career. I have successfully completed the report and for that I am
grateful to all those who gave me an opportunity to do work while getting insights from the
market.

It was a great learning experience as well as getting practical knowledge of market exposure.
I express my sincere gratitude towards MRS DR. MONIKA AGGARWAL, DIRECTOR of
our college, the staff members, my family and my friends who all have supported me directly
or indirectly in making this project.

DECLARATION
I, Tamanna Khatoon, Student of MBA 1st Semester, studying in RITM Lucknow, hereby
declare that this Mini Project on HAPPY TUMMY submitted to A.K.T.U, in partial fulfilment
of “Degree of Master of Business Administration” is the original work conducted by me by
primary and secondary data collection method.

The information and data given in the project is authentic to the best of my knowledge. This
Project is not being submitted to any other university for any other Degree, Diploma and
fellowship.

STUDENT NAME :-
Roll No :-
 CERTIFICATE BY INSTITUTE

This is to certify that a Mini Project Development of new Innovative Idea of Product and
Services Submitted by TAMANNA KHATOON in partial fulfilment of the degree of
MASTER OF BUSINESS ADMINISTRATIVE of AKTU, LUCKNOW is a bona fide work
for academic Session 2024-2025.

In my opinion the project fulfill the requirement of the regulation & relating to the nature and
standard of work for MBA of AKTU, LUCKNOW.

I recommend that project report may send for evaluation.

MISS. SHAILJA SINGH

Assistant Professor

RITM

(Project Guide)

PREFACE
For a Management student, Mini Project plays an important role during the study. This
project provides a corporate or real-world platform to learn practically. MBA degree without
any Innovative Project or ideas, experience is just like food without salt. So, Mini Project
provides a great learning experience about management concepts and its applications. This
project was undertaken as a part of the curriculum of MBA course, which is compulsory for
each student to have the project in any new ideas to the development of the student
capabilities and gain the knowledge. This exposure enables the mentor to learn effective and
efficient ways and means to solve the real problems faced by the organization and also to
understand its dynamics

GENERATION OF IDEA
HAPPY TUMMY is an idea derived from the concept that a person needs to be eating healthy
and tasty food for his/her tummy to be happy. In HAPPY TUMMY we deliver all kinds of
food but with the taste of home cooked meal.

As a student living away from my home, I realized how much a person living away from
home will miss home cooked meal. All other things can be arranged but no hotel can serve
food that tastes like homemade food. That is the main motive behind this idea to provide
homemade food to all those who misses flavour from their local region.

When you are away from your family trying to make living or for any other purpose this app
tries to make you feel at home in new cities, and the thing which gives most comfort to
everyone is food.

DISCRIPTION OF IDEA
 MISSION
HAPPY TUMMY is a specialized business that provides a variety of people with the
opportunity to enjoy nutritious food the way they like. The purpose of this business is
to optimize the time investment needed to prepare the quality of meals, within the
clients' current schedules, and also for them to practice the proper health-conscious
behaviour that has become the target lifestyle of a health deficient society.

 GOAL
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence
 GOAL
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence
 GOAL
Our goal is to be a
self-sustaining
 company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence
 GOAL
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence
 GOAL
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence
 GOAL
Our goal is to be a
self-sustaining
 company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence
 GOAL
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence
 GOAL

Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
 months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
 commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
 time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
 offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
 years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
 time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
 offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
 years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
 time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
 offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
 years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
 time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
 offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
 years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
 time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
 offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
 years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
 time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a
self-sustaining
company within 5
years from the
commencement to
begin
expanding our menu
offerings within 3
months and able to
 offer franchisees in 5
years. HAPPY
TUMMY will employ
5 individuals full
time within 5 years,
and will hit profits
goals of
3,20,000 by the end of
its second year of
existence.
Our goal is to be a self-sustaining company within 5 years from the commencement to
begin expanding our menu offerings within 3 months and able to offer franchisees in
5 years. HAPPY TUMMY will employ 5 individuals full time within 5 years, and will
hit profits goals of 3,20,000 by the end of its second year of existence.

 OBJECTIVE
We want to develop a sustainable start up business that is possible. For that we need to
exceed customer expectations in our service and the preparation of food. We also
want to increase the number of our customers by 25% every year through our high-
quality service. Along with these goals we want to achieve an after-tax net profit of
200k by year 2024 and a net income of more than 20% of sales by third year.

 FOCUS
 We will be building a high level of customer satisfaction in our service and products,
which can help us to maintain our customer base. According to the customer choice
and trends we will be offering variety of menus. The price would be very competitive.
The price that we will choose will be reasonable for our customers and be adequate
for the business to maintain a gross margin around 25% once our customer base
increases, we will be buying more in bulk through food service distributors. In that
way we can lower our supply cost. We will do an intensive marketing through our
customers (word of mouth), radio advertisement, newspaper in local areas. By
distributing various flyers and pamphlets, giving advertisement in yellow pages and
registered key word that can lead to our web site.

BUSINESS OVERVIEW

Many years back, you may have enjoyed preparing meals and bringing lunch to work or
college. However, in the present days, where the demands of your jobs and the busy schedule
have made cooking a luxury, food delivery businesses have gained widespread popularity.
More and more people are drawn towards meal delivery mainly for its convenience.
Additionally, Food delivery business usually offer home-cooked meals, which are healthier
options other than what their fast food and restaurant delivery counterparts provide.

HAPPY TUMMY aims to provide individuals and corporate with delicious and nutritious
food to enjoy. The purpose is to provide customers with healthy meals and optimize and
benefit from the changing behaviour of people towards more health consciousness. It also
aims to providing meals easily at a click of a button and at an affordable price and make
working people who live away from home save their time wasted in preparing meals.

Our business is home cooked food delivery. So before starting this business we collect
information about this business like how it will work, how much we need to spend and how
much we can earn. Home cooked food aim to provide delicious and nutritious food to
Students and other individuals.

The purpose is to provide customers with healthy and delicious food to our customers at an
affordable price by focusing on their needs in this fast pace life The customers will be able to
select from a variety of pre-decided weekly changing menu for lunch and dinner and who are
living away from their home it will save their time wasted in preparing food.

The purpose of this business to become a self-sustainable company within 2 years and being
able to open a restaurant with the same name after 5 years. They can also easily order the
tiffin either by our website or app through our toll-free phone number. The customers can
also choose our weekly and monthly packages at low rates. The target market can save time
by ordering healthy food at low price at their doorsteps and they don’t need to care about
preparation or cleaning up of their meals. Opportunity to the household women who can cook
delicious food & wants to earn from home. Optimize the time for the ones who are unable to
prepare the quality of meals because of their busy schedule. We will provide a unique &
distinctive service (at low cost and with delicious taste, proper hygiene and packaging) that
will attract a growing repeat customer base. In short, we will be in the business of helping our
customer to relieve their daily stress by providing them with a great meal.

PRODUCT & SERVICES

HAPPY TUMMY provides the customers with home style, nutritious and cost-effective meal.
The customers will be charged low prices at the beginning and they can avail attractive offers
if they choose long term plans.
The cost of the meals (including fee delivery) would be:-
₹89 for lunch/dinner (1 meal).
Weekly package for (6 meal)- 479 ₹
Monthly package - 1999 ₹
₹169 for lunch and dinner (2 meal).
Weekly package for lunch/dinner (52 meal)- 1899 ₹
Goods and services tax on home delivery food be 18%
Senior citizen gets added benefits, with diabetic, low-cholesterol, and low-sodium choices.
Home style meals.
All meals come in disposable containers.
Ensure delivery on time at specific locations.
Making it fast and easy to acquire, to eat well wherever and whenever you are hungry.
 MENU FOR HAPPY TUMMY

-:Breakfast :-

MONDAY TUESDAY WEDNESDAY

NON-VEG / VEG: NON-VEG / VEG: NON-VEG / VEG:
Fluffy Omelette Egg Bhurji Cheese Bread Omelette
Oats Chilla Poha Plain Paratha
Brown Bread Brown Bread Oats
Fruits Fruits Fruits

THRUSDAY FRIDAY SATURDAY

NON-VEG: NON-VEG: NON-VEG:
Achari Devilled Eggs Boiled Egg Chilly Egg Paratha
Upma Chickpea Flour Chilla Brown Bread
Brown Bread Brown Bread Fruits
Fruits Fruits

-:Lunch:-
MONDAY TUESDAY WEDNESDAY
Aarhar Daal Rajma / Daal Makhani Chana Daal Tadka
Bhindi Masala / Gobhi Masala Aloo Parwal / Seasonal Veg. Kadai Paneer
Roti Roti Roti
Plain Rice Jeera Rice Veg. Pulao
Green Salad Green Salad Salad

THRUSDAY FRIDAY SATURDAY

Masala Chole Kadi Pakora Kala Channa

Aloo Mattar / Mix Ve bharta Dum Aloo/Aloo Gobhi Jeera Aloo/Baigan

Roti Puri Plain Rice

Rice Jeera Rice Green Salad
Salad Green Salad Roti
Sewai/Dahi Jalebi Bundi Raita

-:Dinner:-

MONDAY TUESDAY WEDNESDAY

Manchurian with Gravy Chilly Paneer Mix Veg.
Fried Rice Daal Fry Rajma
Aloo Jeera Plain Rice Tandoori
Butter Roti Roti Rice
Salad Green Salad Green Salad
Raita Bundi Raita Ice Cream

THURSDAY FRIDAY SATURDAY

Daal Tadka Paneer Do Pyaza Paneer Masala
Aloo Fry Daal Makhni Fry Chole
Veg. Pulao Jeera Rice Rice
Roti Puri Roti
Salad Green Salad Green Salad
Rasgulla Raita Bundi Raita

-: For Midnight Cravings :-

 Vegetable Maggie
 Spring Roll
 Veg. Thali
 Grilled Cheese Sandwich
 Pizza
 White Sauce Pasta / Noodle
 Red Sauce Paste / Noodle
 Burger
 Garlic Bread
 Veg. Noodles
 Chicken Noodles
 Chilly Potato
 Dry Manchurian
 Biryani (VEG.)
 Biryani (NON-VEG.)
 MARKETING STRATEGY

FREE SAMPLING– providing free sampling to our expected customers so they can try our
product without any hesitation.

ADVERTISEMENT- we will advertise our business in community centres like companies,

schools, college notice board, hoardings, pamphlets.

REFERRALS- Provide special vouchers and discounts to customers who refer their services
to their friends and relatives.

Social media- it has biggest potential for marketing today’s time. We will create big network
on social media and expand our business.

LICENSES & PERMITS

When one starts a food service, he is required to have a quite few licenses. So, one must get
started with one’s business operations, and licenses could come along the way, but the
following licenses are required:-

Shops and establishment Act license.

License from Food & Health Department (FSSAI license).

Signage license from Municipality.

Health/Trade license from municipality.

NOC from fire department. Environment clearance from local government

WEBSITE :

I am planning to create a web site for my business. And the preferred name is
www.maamadetiffin.com if that is available. I will be hiring a developer to create the site.
The database interface will let us adjust the schedule and track click/sales ratios, and easily
update menu offerings; it will be having detailed description of all of the planning, shopping,
food preparation and nutrition in the website. Once the website finishes, I will be
subcontracting out the hosting of the site and the technical back-end supporting

-: ORGANIZATIONAL STRUCTURE :-

DIRECTOR/FINANCE MANAGER

OPERATI MARKETING &

PROMOTION FOOD DELIVERY
MANAGER MANAGER
SALES MANAGER
 WHY “HAPPY TUMMY”?

In MURADNAGAR according to our research, there are many restaurants and fast-food
joints like UP 14 food point, Delhi zaika, Shree Dheera, Veer ji, Pukwaan, Agarwal, Jhilmil
dhaba, Mr. chef food Arena, Kailash Restaurant, Biggies, Green O Green, Swad Restaurants.
The type of food currently available in the market are either expensive, junk or unhealthy
food. That is why we believe ours are high-end services. Because the products we deliver are
fresh, nutritious, and healthy. To avoid the plastic containers, we use steel tiffin to distribute
food, which is more healthy way and environment friendly.

Happy Tummy is going to introduce a variety of food service that can replicate the diverse
tastes and preferences of each customer. Customers can choose from delicious sandwiches,
south Indian, North Indian and Chinese items. Our expert nutritionists and executive chefs
will be dedicated make fresh products and create fresh ideas which will include a lot of new
flavours. Moreover we will offer stickers to customers who want to share portion of their
food as part of charity, they can write a on the sticker and stick it on the tiffin, so when our
delivery people go to collect the tiffins, they will distribute those food to the poor people.
 EXPECTATIONS

For the first year I am anticipating a quantity of 200 orders from a customer in 6 months
which includes the lunch and dinner. As in India, companies run 24 hours in a day by giving
rotating shifts to employees. So, we expect lunch and dinner orders from different
individuals. Because of our main expenses are grocery, costs of sales are based on grocery
store prices and our other expenses including rent and all. We will try to put our price down
the lane. For that we will be finding a supplier who can deliver the fresh products so that we
can meet the goal of our business. In 2023, these prices will be according to the inventory and
employee salary. We believe customer will be considering our services as a necessity in this
hectic life style, where they lack hygiene home style food. Also, we will also help them to
practice the proper health-conscious behaviour that has become the target lifestyle of a health
deficient society. Current year I am anticipating 600 customers. It can increase each year by
an additional 50%.

Innovation:

To be excelling in applying new methods and to stand out in the market competition,
innovation is very important in all the areas of business. A great source for promotion in the
new business world is the social media. We will have our own business profile page on
Instagram also and will be doing radio marketing. As everyone is using the same platforms to
the same effect, to stand out from the crowd and to make a greater impact, we have decided
to discard the idea of using plastic containers and use steel tiffin to carry food. It can restore
the temperature of the food also it is very environment friendly as well. More over sometimes
we will be providing free guides on healthy eating and recipe books as well. Based on the
success of the business we will be increasing our menu items. That can help us to increase
our clientele from different background. We will also provide monthly subscription to our
customer.
Insurance:

In restaurant business, there are different types of risks involved which need to be properly
insured. These risks include any injury caused to the employees of the hotel or any accident
which might take place due to hot liquid or shards of broken glass on the premises. Workers
Compensation insurance will also be provided to employees in accordance to the Workmen’s
Compensation Act, 1923 which will the employees will be provided insurance against any
harm or bodily injury sustained during work. Also, we will take fire policy and building and
assets policy to avoid the loss due to any hazards. Other risks might include eruption of fire
and the subsequent damage to the property of hotel or other surrounding businesses. Happy
Tummy will attempt to get its property and kitchen equipment insured against such accidents
by availing a suitable property insurance scheme. In case of Happy Tummy, the business
model involves providing food to the customers by means of vehicles including vans,
rickshaws and mopeds. In this case, in addition to the insurance of property and any injury
caused to staff during work, it is necessary to get the vehicle insurance, Fire policy, building
and assets.
 RISK ANALYSIS

RISK LIKELIHOOD IMPACT STRATEGY

Operational risks – Likely High Maa Made Tiffin will
involve ensure
operational risks that the operational risk
related to related
fire and injury to to fire and injury is
employees minimized
at the premises at the premises.
This will be made
possible
by emphasizing the
need to
keep the premises clean,
educating employees
about
using equipment,
installing
smoke detectors and
sprinkler system to
minimize damage in case
of fire.
Strategy risks- Likely Medium In order to avoid this
Strategy risk risk,
involve changing Maa Made tiffin will
of menu, price arrange
fluctuations or for gathering and
quitting of analysis of customer data
intermediaries, to
household womens determine which items
which is viewed are
negatively by the most ordered by the
customers. customers and
conducting
informal surveys to
know about customers’
concerns
related to food quality
and pricing.
Before deciding to open
new locations of
 Maa Maade Tiffin, a
thorough
investigation will be
done
related to the
affordability,
demographics and
customers’
preference for
menu before
expanding into
other
areas.
Economic Risk - Highly likely High This economic risk
economic can be
risks involve managed by offering
increased low
unemployment rate priced food in the
and menu at
high inflation which Maa Made Tiffin
will
ultimately curb
spending of
people on ordering
meals.

Technology:
Happy Tummy will develop a website which will include a data interface to adjust the
schedule and track click/sales ratios, and easily update menu offerings. The website will also
include detailed description of all of the planning, shopping, food preparation and nutrition of
food items prepared at Happy Tummy. The website’s hosting will be sub-contracted to
outside vendor for technical back-end support.
Trading hours:

Happy Tummy will operate in daytime and nighttime as well and will be offering Breakfast
from 8:00 a.m. to 11:00 a.m.

Lunch from 1:00 p.m. to 3:00 p.m.

Dinner from 8:30 p.m. to 10:30 p.m.

And snacks for midnight cravings after 12:00 a.m. up to 3:00 a.m.

Communication channels: Customers of will be able to use phone, e-mail and short message
service to place their orders. Payment types accepted: The payment methods accepted at
Happy Tummy will be Online Bank Transfer, One Stop Payment, Credit/Debit Cards, Cash,
Cheque, and Sodexo/Ticket Meal Coupons.

Quality control:

Certification will be received from Food Safety and Standards Authority of India which will
guarantee the provision of quality food by

Sustainability plan:

Environmental/resource impacts Every business has its own growing size and importance in
the economy and there are always questions rise about the environmental and resource
concerns. Consumption of Energy: In this business, the most significant uses of energy will
be for cooking (nearly a third of the total), refrigeration and lighting. After cooking, the most
significant uses of energy is for refrigeration (over half the total). Generating Solid Waste:
The business operation generates two main categories of solid waste i.e., food waste and
packaging materials.

Air Pollution: The business operations of Happy Tummy are not generally a significant
source of air pollution because it’s totally technology related.

Water Pollution and Water Waste: This business might include increased level of water
pollution. Also, plenty of water will used in cooking, cleaning and other operations which can
cause brutal use of natural resource. And on other hand many poor people across India are
facing severe shortage of water. Food borne Diseases: The production or processing of food
can cause food borne illnesses which can risk human life therefore many safety measure
should be taken to avoid greatest loss (Davies & Konisky, 2000).

Community impact & Engagement There are many ways we can make a difference from
using less water in our manufacturing to reducing product packaging to producing less waste.
Through relationships with stakeholders (suppliers and customer) using knowledge
mobilization to raise awareness and understanding can bring positive change within society
and fulfil our social responsibility.

Risks/constraints:

The major risks to this business are:

 Innovate in cooking, packaging, and good hygiene to reach markets effectively.

 Consistent delivery of fresh, reliable and high-quality product in accordance to
customer choice and preference
 Achieving and maintaining full compliance of safety standards for food, environment,
and worker safety.
 Customer satisfaction matching with cost (Industry Directions, 2000).

Strategies:-

The business of selling foods is no longer just about the product. It is now about how to
leverage flagship products into full-service niche leadership. To be a category market
leader today, it should compete on brand innovation, customer solutions, and more market
penetration (Industry Directions, 2000). Minimizing the risk of idle operations and
ensuring the improvements in process efficiencies will leads to growth at Maa made
Tiffin. For customer, the food must always be safe, fresh, and available and effective
constant measures should be taken to ensure quality with superior on-time delivery
performance at the lowest possible cost.
Action plan

Environmental management initiatives should be taken to improve the environmental

concerns related to the business and also improving risk management, enhancing quality,
increasing innovation and new product development and strengthening brand image
(Davies & M. Konisky, 2000).

Sustainability Mile stone Target Period to achieve

Low consumption of 40% less 4-6 months
energy: By using energy for
heating and increase
efficiency cooking
Generating Solid Waste: 60% 2-4 months
Reduce solid waste
generation by using recycle
packing
Water Pollution: Reducing 60-70% 4-6 months
water pollution by using
filters.
Water emission: Reduce 60-70% 4-6 months
water usage by increasing
efficiency

Market Research:

We used questionnaire to analyze market, we did research by interviewing 20 people

working in different corporates in MURADNAGAR

We did telephonic interview to all the people working in different cooperate companies
and PG students such as Wipro Eco Energy, Genuine copier venture pvt. ltd, India times,
Panche Global, Web Decorum etc. with annual package of 6 lakh-8 lakh depending upon
these designations and work profile. The result of our market research was we found that
all the employee are facing problem in getting good and healthy meals, as they are not
able to have perfect meal sometimes it’s too spicy, pathetic taste, not in good quality, even
many times not enough i.e. less in quantity. During research we came across people who
are ready to pay more then what they are paying if it’s wort it.
 TARGET MARKET

Our product and services are to meet our customers’ needs and desires. We provide fresh,
healthy, nutrition, homemade food prepared in kitchen in hygienic environment, which is
delivered to your door steps totally free with optional menu we also provide tea time
snacks and have arrangement to provide snacks for meeting or small gatherings at very
economical prices, these all makes it unique and different from others. We will be serving
people who are staying away from their home due to their work, to hosteller studies,
working women. We target to age group 20-40 males and females working in corporates.

As many of them are single working in day or night shifts are in habit of buying
readymade food instead of preparing it at home In The initial of our business, we assume
100 meals per month per person i.e., two meals per day. There by every month we target
to have about 10,000 meals and yearly we target to achieve 1, 20,000 meals. According to
the (census of India in 2001), the population increase was about 44.15 percent as
compared to 1991. In 2020, MURADNAGAR had population of 95,208 of which male
and female were 50,271 and 44,937 respectively. As per 2021 there was 73.93 % of
population change recorded. Many new food entrepreneurs entering in the market, they
are using internet to take orders and offering healthy and tasty tiffin’s to customers.
During our survey we interviewed people working in relaying on that about 80% of them
have meals from Pizza Hut, KFC, Local Dhaba but they miss homemade food, as they
know the food, they are eating is not having proper nutrition and it’s not healthy,
considering all above we offered our tiffins service its completely homemade food,
healthy, fresh, hygienically prepared, full of nutrition’s and above all we free delivery to
your door steps. As I am preparing food in our in-house kitchen and provide fresh
homemade food as compare to others in the market which definitely will rocket our
growth and will be able to bring our tiffin service to pinnacle. As an entrepreneur we
understand that finding the "white spaces" and driving innovation to identify and fill
unmet needs and capitalize on new markets is the key to growing faster than the market
and enjoying superior margins. We goal to meet and wants of our customers and deliver
the desired satisfaction more effectively and efficiently than competitors do.
 CUSTOMER MANAGEMENT

From our marketing database our goal is to keep customers participating in our products
and services for a life time for this we need to follow system of fish which means first in
still here. Our first step will begin with acquisition by finding our first-time buyers and
converting them to be regular customers following to this our next step is migration i.e.,
they will praise our product and refer customers to us. To keep our customers coming
back we will have unbeatable products and services, we will provide discounts, gifts and
even some complimentary food item on special occasions. We would develop trust if
customers trust you, they will surely come back to you, by showing appreciation to every
customer by sending congratulation or birthday cards from the company, by knowing our
regular and best customers more over treat them the best of all, in today’s high-speed
world we try to keep it simple than our competitors to buy our products. By finding what
our customers want, when, listening to their complaints and try to provide on time. We
provide customers services so that we can know the quality of service they expect and
provide avenues for customers feedback so that we can provide improved products and
services.

Customer Demographic Profile:

The people looking for a satisfying, affordable, and hygienic homemade lunch or dinner.

 Age: 20 – 40
 Gender: Men and Women
 Locations: MURADNAGAR
 Occupations: Professional (bank or Corporation), Student
 SALES & MARKETING OBJECTIVE

Me and my partner we both will be working as a sales and marketing objectives, we decided
to go with smart approach which means setting specific, measurable, achievable, realistic and
time specific objective.

Specific:- We will target to understand what our customer’s preferences and calculate our
maximum sales volume.

Measurable:- Our current target is to have 50 meals per day but by the end of the year we
target to have more than 500 meals per day.

Achievable:- In The intimal stage we targeted only 50 meals per day which is quite small
amount as compare to the market in which I am going to start out business, so starting from
small number will be easy to maintain our finances and achieve our targets with no
compromises in quality.

Realistic:- We have sufficient employees and resources to meet the set objective in the
starting later with expansion we will hire people according to our requirements. The objective
is realistic as the market is easy to access.

Time specific:- We targeted to achieve 100meals per day and by the end of year around 500
meals per person; a regular update will be measured on monthly basis to track our progress.

Unique selling position:- I am better than others in same business as we provide homemade,
fresh, healthy, hygienic food above that we have lowest price, free delivery to your door step
and variety of menu. Our product will surely succeed in the market as we provide fresh and
homemade style food with no quality compromise.

Sales & distribution channels:-

Channel Type Channel Type Percentage of Sales Advantages

%
Internet Meals for lunch 70% These are easy,
and dinner. convenient and fast to use
in a hectic schedule.
Door Step Delivery
Shop Front
Telephone
 S.W.O.T ANALYSIS

STRENGHTS WEAKNESS
 Reputation in Marketplace.  Fragmented market
 Homemade food  Scattered Players
 Enriched with nutrition’s  Largely unorganized segment
 Fresh and healthy  Lack of awareness among
 High supply radius consumers
 In House kitchen

OPPORTUNITIES THREATS
 Well established position with a well  Competitors.
de fined market niche.  Restaurants can begin their own
 Increase number of working couples delivery service.
who don’t have time to cook meal.  Weather conditions
 Growing interest in healthy, organic  Increasing in number of canteen
ingredients. services being provided at
 Growing number of consumers workplace for e.g. Zomato,
opting to eat in. SWIGGY
 Growing demand for high quality  Difficulty convincing cost-conscious
takeaway food. consumers to spend on quality in –
 Increased demand for business home catered meal.
catered. Acceptance of the internet as
a marketing and customer service
medium.
 COMPETITORS

We rate our business many times better than anybody in the same business as many of them
are providing fast-food which is frozen and not good for health, in our research survey we
found people are not happy and satisfied with the type of food/meals they are having. On all
when we proposed our product in front of them we got good respond and even there was a
good number of people who were interested in switching from their routine meals to
homemade meals provided by our tiffin service We can improve our business by providing
better service to customers which can easily attained by building up relationship, be polite,
respond to customers complaints quickly and calmly, even by providing faster delivery,
favourable opening hours, online ordering, our website is more simpler and quicker,
government approved licensed, having variety of meals.

Competitor details
Competitor Established Date No. of Branch Market Share Value to
Customer
Pizza Hut 1958 450+ 35% They serve the
best quality of
food and dining
experience with
full nutritional
McDonalds 1996 250+ 40% They provide
high quality
products, served
quickly with a
smile, in a clean
and pleasant
environment at
an affordable
price.
 PESTLE ANALYSIS

Political

Here are the Political factors impacting the food industry:

Wide Regulation

Governments across the world have expansive regulatory frameworks for every aspect of the
food industry. This includes the cleanliness of commercial kitchens, the standards for storing
and transporting produce, and even the requirements for labourers in the food business.
Without a doubt, this makes the food industry one of the most tightly-regulated industries of
all. On the plus side, this ensures that consumers aren’t exposed to poor quality nutrition, but
the complexities of regulation certainly take away from the margins of the food business.

Economic

Here are the Economic factors impacting the food industry:

Growing Disposable Incomes

As a general trend, the world’s population is only getting richer. That means that individuals
in the lower, middle, and upper classes all have more money to spend on luxuries —
including restaurant food. As a result, the overall revenue of the food industry is growing, as
individuals cook less and eat out more often. This has a positive effect on all corners of the
space, including restaurateurs, food distributors, and the individual workers who play a role
in these businesses.

Increasing Labor Costs

Disposable incomes are growing for a reason: labourers are earning more money these days.
On the whole, the cost of hiring workers is increasing across all industries. This is caused by
not only a growing demand for employees, but also higher and higher government
expectations for minimum wages. As in many other industries, the effect of increasing labour
costs is simple: less margin for the owner of the business, and thus less profit.

Sociocultural

Here are the Sociocultural factors impacting the food industry:

Health Consciousness

Nowadays, scientists know more about the relationship between food and our bodies than
ever before. There’s a clear relationship between the food we eat and our personal health, and
consumers are conscious of this. As a result, many individuals are looking for healthier ways
to fuel their bodies. This doesn’t necessarily have a positive or negative effect on the food
industry, but it means that businesses will have to adapt to stay relevant. For example, fast
food businesses will likely have to move away from traditional, high-calorie fried foods
towards healthier alternatives like salads.

Dietary Restrictions

Aside from having a better grasp of what kinds of food are and aren’t healthy, consumers are
also more knowledgeable about their individual dietary restrictions. For example, many
individuals now understand the negative impact of gluten in those with Celiac disease. This
has led to consumers expecting greater understanding on behalf of those who work in the
food industry. Once again, this isn’t necessarily a bad thing, but it means that the food
industry will have to make changes to keep clients happy.

Technological

Technological factors are an important force driving the growth of the fast-food industry. The
fast-food sector does not depend only on the attractiveness of its menu and food quality.
Customer service and convenience are also major factors affecting sales. Technological
factors have already changed the way brands served and engaged their customers. They also
affect the marketing and advertising of the brands. Social media and online ordering have
changed the style of customer service.

Legal

Here are the Legal factors impacting:

Safety Standards

As touched upon in the Political section of this PESTLE analysis, the food has high standards
for safety matters. In particular, there are scores of rules in every country on how food should
be transported, stored, and prepared — including directions on what temperatures various
food types can reach, how they should be cleaned, and so on. While this is indeed largely a
political issue, it becomes a Legal matter if any of these regulations are ever breached. As
such, those in the food business need to be extremely careful to ensure that they stay within
the bounds of these rules to prevent costly lawsuits.

Environmental

Here are the Environmental factors impacting the food industry:

Not only is there growing awareness for the health repercussions of the food. Weather
conditions, friendly products.
 FINANCE
Key objective and financial review Objective: -

The main objective is to maintain triple A credit and to manage low level of debts.

Capital required:

Total budget is 500,000, remaining 30,000 we will keep as safety budget for uneven
expenses. ₹ ₹ We have four team members each would be donating 15000 each as personal
fund. This will charge us no interest rate.

ASSUMPTIONS:

The below mention financial tables are based on some set of assumptions:

1. Some of the adjustments are seasonal.

2. Price is based on Indian market and is kept as average possible price.

STARTUP COST TABLE:-

STARTUP COST COST

Registrations
Business name
License 5,000
Permits
Domain name
Trade marks / Design / Patents
Vehicle 2,35,000
More 20,000
Commission for Women 50,000
Accountant fees
Rental lease cost 3,000
Utility connections & Bonds (Electricity etc) 28,000
Phone Connection 28,000
Internet Connection 10,000
Computer and Software 1,20,000
Wages 2,88,000
Printing 5,000
Stationery & Office supplies 5,000
Marketing & Advertising 10,000
More….. 5,000
 BIBLIOGRAPHY

The above mention project is my original work but there are some sources involved they are:-

1. The business model is taken from google.

2. Generation of Idea part also has some sources from google.
3. The project has some of original work and few source from google itself.
4. The Table of Content, Cover page, Certificate and Declaration form are taken from
the Mini Project Guidelines.
5. The Pestle Analysis is derived from Quora.

So, here’s a complete list of things that I have taken as a source to have knowledge about the
project and used some of it in the Project