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Engl 110 report
1. 12/7/2012
Jhupri – An Indian Hut
Alaska Highway
100th Street, British Columbia V1J 6K1
Canada
Call : +1 250-264-8568
ENGL – 110 – FINAL REPORT
PREPARED BY :
SIDDHI OZA, PRITPAL SINGH JOSAN, DAVID COBHAM, & SAMUEL AWE
2. Business Idea
Jhupri - An Indian Hut, a medium sized Fort St John based restaurant will be serving a
healthy and Vegetarian Indian Cuisine including a wide variety of regional cuisines native
to India. The restaurant specially designed for family, singles and romantic couples will be
located on the Alaska Highway.
Jhupri, having an intriguing atmosphere with excellent and interesting Indian cuisine,
would prove to be a great place to have dinner.
Jhupri will be offering an eclectic Indian cuisine and warm hospitality in an Indian Rustic
historically themed building which would have cozy space with vintage vibe.
The concept for Jhupri revolves around several key words: Quality, innovation, Value,
Freshness and Service. Most existing establishments in Fort St. John offer pub food. Jhupri
would further distinguish itself with a menu of food items that are innovative, top quality,
fresh and "homemade."
The menu will include wide variety of specialties and appeal to a diverse clientele. We will
serve all types of Indian cuisines such as Cholle Bhature, Shahi Paneer, etc (North Indian
Cuisine), Dosa, idli, etc (South Indian Cuisine), Dal Bati, Undhiyu, etc (West Indian Cuisine) ,
Chum Chum, Khasta Porota, etc (East Indian Cuisine). Apart from these we will also have
Indian sweet dishes such as Rasgulla, Jalebi, Gulab Jamun, etc. Adding to all these our
restaurant will having special dish every Monday in lunch & dinner. Prices will be very
reasonable.
Our restaurant will have theme nights every Sunday. We also have a party hall which has
its private entrance for those who want to have their party celebrations on special
occasions. Restaurant will be open seven days a week. We also provide catering services to
those who want to have parties at home.
Our management team includes such who have an experience since few years in food
industry, finance and management.
3. Mission/Vision
Our mission is to ensure each guest receives prompt, professional, friendly and courteous
service. We would maintain clean, comfortable and well maintained premises for our
guests and staff. We would also be providing food at a fair price - nutritional, well-prepared
meals - using only quality ingredients. We ensure that all guests and staff are treated with
the respect and dignity they deserve.
We ensure that our guests will get great tasting food but would efficient and friendly
service. We would keep the choices of all the families & singles, young and old, male or
female. We will be focused employee welfare.
Market Factors
Demographic factors -
Fort St. John's population grew by 8.4%, from 16,051 people in 2001 to 17,402 people
in 2006 according to Stats Canada.
The City has the second youngest median age (29.8) in the province after Whistler. In
2010, the population is estimated to be over 19,000.
Total population of Fort St. John in 2011 will be 18,609. Whereas population was
17,402. The percentage change from 2006 to 2011 is 6.9%.
Economic Factors -
Economically Fort St. John is very rich place, because of its natural resources. Economic
rate of Fort St. John is 76.6 which is much higher than 61.6 of British Columbia, and the
unemployment rate of Fort St. John is 4.9, whereas British Columbia have 6.0 of
unemployment rate. In the early 1970’s oil and natural gas resources fuelled a
development boom. From the last seven years, production and exploration activity moved
at a record-setting pace. Fort St. John is estimated to have almost the largest natural gas
resources in North America, and which is still untapped. Almost 450 billion cubic meters of
gas reserves have been identified so far and it is estimated that there is yet 650 billion
cubic meter yet to be discovered. Oil and natural gas resource is not the only factor which
makes Fort St. John economically strong agriculture and forestry is one of them too. Fort St.
John’s economy is bolstered by agriculture. This region produces more barley, wheat, and
grass seeds than any other region of the province. The North Peace River region’s
generates total revenue of $77 million per year through agriculture. Forest industry of Fort
St. John give employment to more than 600 people and contributes $90 million per year.
4. Social and Cultural Factors –
Fort St. John has very diversifying culture. Fort St. John has over 1,300 immigrants and
approximately 2,000 aboriginal residents. Fort St. John is a home of First Nations,
European, Chinese, Korean, Filipino, Italian, German, Ukrainian, Korean, African and
numerous other distinct cultures and nationalities. Fort St. John is also home of many
Canadian “transplants” with many residents from throughout the rest Canada that bring
specific traditions to the City. The rich culture and diversity result in an interesting and
vibrant community.
MAJOR PLAYERS (suppliers, clients)
Suppliers:
My restaurant is not a seasonal restaurant. It will be open all year round. My restaurant
business is completely dependent upon local suppliers like:
1. Price Smart
2. Sobeys
3. Canadian Wholesale Club
4. Wal-Mart
Once a month I will make a round trip to Grande Prairie for cheaper wholesale prices
and ethnic spices from The Real Canadian Superstore and Cosco.
Clients:
The 100th street (Down-town) area is one of the most desirable retail locations in Fort
St. John. It is one of the best place for retail marketing in Fort St. John and other cities
nearby. The client segmentation is wide in range, my target clients for restaurant
business will be:
● Individuals primarily 25 years old and older
● Families
● Residents of Emmet and nearby counties
● Visitors to the area from out of county and out of state
● Current clientele of other restaurants
● People "using" downtown as outlined in Fort St. John (for shopping, banking, dining,
personal business, service businesses and post office, in addition to downtown
workers)
5. Market Trends
Fort St. John market is in the boom. New opportunities are emerging in Fort St. John
every day, many people are coming from the various parts of Canada because of the
new hospital and the possible site C construction, and city is working with provincial
and federal to hire more labor and skilled workers. The oil patch and construction
employees are generally willing to eat out and thus this is the perfect time to introduce
a new restaurant to town.
Market Location & Customers
The area is one of the most desirable retail locations in Fort St.John. There are more
than 400 businesses in a 1/4 square mile area with average sales of $330 per square
foot.
The customer base will come from 3 major segments;
Local population -- the city of Fort St. John with a year-round population of 25,136 is
centrally located and is surrounded with 6 different banks.
Colleges and Universities – The location is just a 15 minute walk from Northern Lights
College where the total number of students is quite high. Moreover students from other
cities and province join the college for some trade courses.
Tourism -- between hotels, motels, bed & breakfast rooms and inns, there are over 500
rooms available. Most of them are occupied round the year.
The food concept and product image of JHUPRI will attract 3 different customer
profiles;
The student -- more and more young people have developed healthy eating habits.
Some also go through a "health food phase" while in college.
The health conscious person of any age or sex -- this includes anyone on a restricted
or prescribed diet or those who have committed to a healthy diet.
Curious and open-minded -- "if you try it, you will like it." Through marketing,
publicity, and word-of-mouth, people will seek out a new experience and learn that
nutritious food can be tasty, fun, convenient, and inexpensive.
Competitive advantage
6. In terms of the business aspect, Jhupri certainly has a competitive edge that no other
restaurant in the Fort St. John community has. Jhupri’s newly updated building layouts
and designs, together with the quality of the product and expanded menu will
encourage a very high level of repeat business. Jhupri’s competitive advantage:
● Impressive interior and employee outlook
● Different cuisine
● Variety
Sales & Marketing Plan
Sales
Product & Year 1 Year 2 Year 3
Sales Forecast
Food
Sales 200,000 250,000 300,000
Cost 100,000 122,500 150,000
Total Revenue 200,000 250,000 300,000
Weekly Sales Variance - Saturday will typically be our best sales for the week. The sales
volume for all other days is represented as a percentage relative to Saturday. Therefore
our weekly sales will vary as follows:
Monday: 55% Tuesday: 60% Wednesday: 75% Thursday: 95% Friday: 90% Saturday:
100% Weekly Sales Variance.
Jhupri would provide a combination of excellent and interesting food in an environment
those appeals to a wide & varied group of people. We will have full focus on maintaining
quality and establish a strong identity in our community. Keep high standards &
execute the concept. Our management and staff would put full efforts to create an
appealing and entertaining environment with unbeatable quality at a reasonable price.
Advertising & promotion:
7. To create and maintain awareness by the public of Jhupri restaurant, several methods
of publicity will be utilized:
Advertising primarily in the Alaska Highway newspaper
City's Information Centre Magazine
Online advertising on FSJ now, Youtube, Google advertising, Facebook, Twitter
Cross-promotions with Aurora Cinema and Pomeroy Sports center
Free samples at various locations in town.
Customer service policy:
Without customers we have no business, so we must look after them. This could be
done by following strong customer service policies:
Ensuring that all guests receive the same value and quality
At Jhupri my main goals will be to provide excellent quality, service and cleanliness to
customers
Pricing & value:
Our menu pricing structure was established based on competition locally and
throughout the industry for similar menus. With our competitors in mind we also
looked at labor and ingredient costs to arrive at a pricing scheme. We used what is
known in the industry as "combination pricing" to arrive at our final figures.
Combination pricing is a combination of the factor method, gross margin pricing, prime
cost method and competitive pricing. In designing our menu we looked at the
customers we are trying to attract. We tried to design a menu that would appeal to this
audience. Our menu has a wide range of prices and selections.
Customer service policy:
Without customers we have no business, so we must look after them. This could be
done by following strong customer service policies:
8. Ensuring that all guests receive the same value and quality
At Jhupri, my main goals will be to provide excellent quality, service and cleanliness to
customers
Human Resources Plan
For Key employees:
Since the restaurant will be open only for a period of 8 hours in a day I will hire 2 ethnic
East Indian chefs and one server for the beginning. In busy hours I will be helping the
server and also at the time of the server’s day offs. The server’s days off will be two lazy
restaurant days like Mondays and Tuesdays.
Menu
Condiments
Achar Indian style spicy vinaigrette pickle $2.95
Chutneys: ($3.95 8oz/ 4.95 16oz)
A. Mango sweet and sour Mango sauce
B. Onion Relish
C. Mint
D. Tamarind
Desserts
1. Kheer
Slow cooked rice in sweetened milk.$2.95
2. Gulab Jamun
11. 5. Cooking Utensils
6. Food Inventory
7. Wages & Salaries
8. Miscellaneous Expenses
9. Technology
10. Phone & Internet
Marketing
Grand Opening:
We would be glad to announce our launching date in January 2013 with a Grand Opening
including many bonus secrets. We will arrange free dinner with special Musical night for
everybody. Cultural Dance performances will take place from varied cultures from round
the world by those who have settled in our city.
Special dish:
There will be a special menu in our list every Monday.
Restaurant Night
Every Monday we will have something delightful for our customers which would make
their evening even more special.
Special Occasion Celebration
We will celebrate all the special occasions such as Canada Day, Valentine Day, Thanksgiving
Day, Halloween Day, and many others. We will organize some special event as well as
dinner on particular days. Day Celebrations such as Canada Day would also include an off-
site event as well.
12. Special Ethnic Food nights
Yet to be decided
Month Ending Parties:
We will be organizing ladies get together on every months ending and would arrange some
games too. Besides this, we will also organize potluck in the evening that day. It will be
open to all, so that people can get a chance to taste different dishes from varied culture
round the world.
Home Delivery:
We also provide free home delivery services for the orders above $100.
Party Hall Celebrations:
We have a separate party hall for those who want to celebrate their special occasions. We
have A/c & Non A/c facilities. Hall has a separate entrance so you can enjoy your
celebration without any disturbance or interference.
13. Catering Service:
We also provide catering service when number of guests above 50 on occasions like
birthday parties, marriage, etc.
Personnel
Jhupri is projecting a total payroll expense of $485,000 in the first year, $535,000 in the
second year and $595,000 in the third year. The percentage of payroll taxes and benefits
14. for all payroll positions averages ‘Average percentage Tax & Benefits’. Across the board, 2%
of all employees’ time is spent on Direct Labor.
The company is projecting average sales per employee of $297,222.
Management Team/Top Level Managers
Siddhi Oza, Director (HR)
Samuel Awe, Managing Director (Maintenance)
David Cobham, Legal Advisor & Director (Finance)
Pritpal Singh Josan, Chef
Other Staff Members:
Front line and Middle line Manager, who include Hotel Supervisors and Branch Manager
respectively are responsible for checking the prepared for food for quality assurance. They
will be responsible for handling the grievances regarding food and service. Their duty
includes checking whether the raw materials are being received on time and also whether
the quality orders are being shipped in time efficiently. Monitoring food preparations,
budgets, payroll records, reviewing financial transactions, scheduling staff hours and
assigning their duty are their responsibilities.
Jhupri is projecting a total payroll expense of $180,000 in the first year, $180,000 in the
second year and $180,000 in the third year. The percentage of payroll taxes and benefits
for all payroll positions averages 12%. Across the board, 0% of all employees time is spent
on Direct Labor.
The company is projecting average sales per employee of $154,333 per year. This is based
on dividing the total projected revenue for the company’s first three years by the total
number of payroll positions for each year.
Construction
The plan of the restaurant consist of the top floor, which is used has the common dining
room and the basement is used for the banquet. It is a total of 1,410sf for the top floor and
the banquet room is the total of 900sqf.
15. The common dining is divided into sections. It has the space for the couple’s (couple’s
dining) it is located at the left Conner side of the common dining which covers 500sqf.
Rest of the space is dividing between the male washrooms, female washroom, kitchen and
the storage room with a huge hall of 120sqf. The common room consists of 36 chairs and 9
coffee tables and a middle accent that distinguish the space. The accent is made of a mini
bar which shows the sample of drink that could be ordered.
Kitchen is the soul of a restaurant; the kitchen has a multi-purpose electric stove built in
with a chopping space, cutlery rack and a fryer.
The office space is built just before entering into the dining room; it is separated from
common area where other staff could have an access to. The manger or the owner has the
access to the office space.
The space of the restaurant is built to the comfort of the customers.
17. 2. Credit Sales - 15% of total Sales
3. Accounts payable – 15 days
4. Accounts Receivables – 0 days
5. Secured Loan - $ 450,000 at interest of 13%
Start Up expenses
1. Furniture & Interior Designing - $30,000
2. Support Equipments - $ 5,000
3. Food Products - $ 50,000
4. Drinks - $ 45,000
5. Utilities - $ 15,000 p.a
6. Licensing - $ 200,000
Financial Forecast
The company has a starting cash balance of $75,000. The owners plan to contribute
$75,000 in capital funding.
Accounts Payables are set to 15 days, while Accounts Receivables are set to 0 days. The
company is forecasting that 15% of their total sales will be on credit.
The company has one loan for a total outstanding debt of $450,000. The company has three
investor(s) who have invested $225,000. Additionally, the company is forecasting $600,000
(approx) in Total Expenses and $30,000 (approx) in Fixed Assets for the first three years of
operations.
All forecasts in this business plan utilize Accrual Basis accounting.
Profit & Loss
Jhupri’s Estimated Gross Profit is forecasted for the first year of operations at $212,993
increasing to $279,967 in the second year and increasing to $400,983 in the third year.
18. The average Gross Margin is 75.28%.
The company is forecasting Operating Expenses, including payroll, of $607,381 in the first
year, $657,439 in the second year and $714,296 in the third year.
Net Profit after Taxes is projected at $4910 based on an expected income tax of $701 in the
first year, $107,212 in the second year based on an expected income tax of $15,316 and
250,851 in the third year based on an expected income tax of $35,836. The owners plan to
take a draw or dividend of $0 in the first year, $10000 in the second year and $10000 in the
third year. The company is forecasting Retained Earnings of $4910 in the first year,
$97,212 in the second year and $240,851 in the third year.
Profit & Loss Year 1 Year 2 Year 3
Forecast
Revenue
Sales $300,000 $375,000 $500,000
Other Income $400,000 $500,000 $600,000
COGS $87,007 $95,033 $99,017
Gross Profit $212,993 $279,967 $400,983
Payroll Expenses
Salaries $480,000 $529,000 $588,000
Payroll Taxes and $14,400 $15,870 $17,640
Benefits
Operating Expenses
Advertising $23000 $23000 $24000
Depreciation $7,531 $7,119 $2,581
Interest Expenses $2250 $2250 $1,875
Maintenance $7680 $7680 $7680
Property $58,800 $58,800 $58,800
Supplies $11760 $11760 $11760
Telephone $1,960 $1,960 $1,960
Totals
Total Operating $607,381 $657,439 $657,439
Expenses
Earnings before tax $5,611 $122,528 $286,686
Income Taxes $701 $15,316 $35,836
Owner’s $0 $10,000 $10,000
Draw/Dividend
Retained Earnings $4,910 $97,212 $240,851
19. Cash Flow Estimation
The owners have invested a total of $390,000 and have or are seeking loans totaling
$450,000.
Jhupri is forecasting Net Cash Flow for the first year of operations at $136,403, decreasing
to $159,346 in the second year and increasing to $319,197 in the third year.
The Ending Cash Balance for the first year of operations is projected at $211,403,
increasing to $370,749 in the second year and increasing to $689,946 in the third year.
Cash Flow Forecast Year 1 Year 2 Year 3
Cash In
Sales $300,000 $375,000 $500,000
Other Income $400,000 $500,000 $600,000
Loans Requiring $0 $0 $0
Payback
Investments $250,000 $130,000 $130,000
Total Cash In $905,000 $1,005,000 $1,230,000
Cash Out
COGS $78,580 $88,693 $91,885
Other Expenses $112,767 $119,010 $121,726
Payroll $485,000 $535,000 $595,000
Cash Paid for Taxes $0 $701 $15,316
Cash Paid for Fixed $0 $0 $0
Assets
Loan principal $90000 $90000 $90000
Payments
Loan Interest Payments $2250 $2250 $1,875
Owner’s $0 $10,000 $10,000
Draw/Dividend
Total Cash Out $768,597 $845,654 $910,803
Net & Balance
Starting Cash Balance $75000 $211,403 $370,749
Net Cash Flow $136,403 $159,346 $319,197
Ending Cash Balance $211,403 $370,749 $689,946
Balance Sheet
20. • Forecasting Current Assets for the first year of operations at $211,403, increasing to
$370,749 in the second year and increasing to $689,946 in the third year.
• Additionally, the company is forecasting Fixed Assets for the first year operations at
$32,800, remaining the same at $32,800 in the second year and third year.
• Current Liabilities for the first year of operations is forecasted at $91,404,
increasing to $98,866 in the second year and decreasing to $44,624 in the third year.
• Long Term Liabilities for the first year of operations is projected at $82,500,
decreasing to $0 in the second year and remaining the same at $0 in the third year.
• Capital for the first year of operations is forecasted at $62,078, increasing to
$289,290 in the second year and increasing to $660,140 in the third year.
• The company’s Total Liabilities and Capital for the first year of operations is
$235,982, increasing to $388,156 in the second year and increasing to $704,756 in
the third year.
Balance Sheet Year 1 Year 2 Year 3
Forecast
Current Assets
Cash $211,403 $370,749 $689,946
Accounts Receivable $0 $0 $0
Inventory $0 $0 $0
Total Current Assets $211,403 $370,749 $689,946
Fixed Assets
Fixed Assets $32,800 $32,800 $32,800
Less Depreciation $8,221 $15,393 $17,981
Net Fixed Assets $24,579 $17,407 $14,819
Current Liabilities
Accounts Payable $8,904 $23,866 $44,624
Deferred Revenue $0 $0 $0
Short Term Debt $82500 $75,000 $0
Total Current Liabilities $91,404 $98,866 $44,624
Long Term Liabilities
Long Term Loans $82,500 $0 $0
Total Capital $62,078 $289,290 $660,140
Totals
Total Assets $235,982 $388,156 $704,765
Total Liabilities & $235,982 $388,156 $704,765
Capital
Business Overview Report
21. Business Overview Year 1 Year 2 Year 3
Total
Total Sales $400,000 $460,000 $529,000
Ending Cash Balance $388,166 $677,548 $1,196,302
Earnings Before Tax $245,704 $332,704 $572,704
Works Cited
Anon., 2012. City of Fort St John. [Online]
Available at:
http://www.fortstjohn.ca/index.php?option=com_content&view=article&id=214&Itemid=104
Anon., 2012. City of Fort St John. [Online]
Available at:
http://www.fortstjohn.ca/index.php?option=com_content&view=article&id=212&Itemid=102
Anon., 2012. Statistics Canada. [Online]
Available at: http://www12.statcan.ca/census-recensement/2006/dp-pd/prof/92-
591/index.cfm?Lang=E
