23-04-2014, 11:31 AM
CALORIE COUNTER
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Executive Summary
Calorie counter : A locally owned Breakfast and snacks outlet that is being projected as one of its kind health food joint that will be positioned as a breakfast counter in multiple locations catering to its valued patrons who value healthy food , quality and value pricing.
Mission: Creating a healthy breakfast and snacking culture and serving our patrons quality and innovative food products .
Business/Product or Service : Calorie counter is engaged in business of providing morning breakfast and eventually morning snacks. We have managed to introduce hitherto unheard breakfast items like Oatmeal and Diet coleslaw sandwich successfully made it popular with locals , Cornflakes , iced tea form part of our extensive healthy menu. Presently, our Coleslaw sandwich and iced tea combo is in the introductory stage. It competes primarily based on its unique taste and health benefits. Our future plans include developing more diet sandwiches and low calorie chilled beverages in next 6 months.
The Market : We define our market as local food and beverage counter. The total market size was approximately Rs 45000 on our strip ie. Where our first counter operates , and is expected to grow by 10%by . We currently hold 6.67% of this market and believe we can capture 30% of it by year 2014. Some of our most notable customers include students of near by institutions , morning office goers , Sports enthusiasts of the area , other locals living near by.
Risk/Opportunity : The greatest risks associated with our business today are that it may take time to change eating habits of people. We feel we can overcome these risks because we are experimenting with food items which are known to people or are even popular , We are just tryin to make that existing food item healthier , with low calorie and improved taste . Our biggest recognized opportunities include spreading our stall across various campuses ,sports arenas and Business hubs.
Advertisement Plan:
Leaflets: We distributed leaflets at pgs., hostels, and signals etc for making people aware of our presence in the market.
Facebook: Created page on Facebook for promoting our product.
Ahmedabad Mirror: People from Ahmedabad Mirror visited our stall, interviewed as and are supposed to write an article about us.
Word of Mouth: This is our strongest and effective tool of marketing. We used this tool very efficiently which helped us a lot to generate our sale. Even our first day customers spread word of mouth to their friends and relatives about our stall.
Analysis:
Competition: The type of stall we own has a least competition because there are no such stalls run in whole Ahmedabad. We do have similar substitute but not same, so it do not bother us much.
Entry Barrier: Our location is such where there cannot be any entry barrier of our competitors but as such it is a new concept no one would probably go for it right now. We are always prepared to face such competition if at all it arises in future.