NAME: LOHIT MUNDEWADI, YASH DESAI

CLASS SYBMS-A
EMAIL ID: ydesai1003@gmail.com
BUSINESS PLAN
TOPIC: MEAL-KIT DELIVERY SERVICE

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 BASIC INFORMATION:
PRODUCT/SERVICE: MEAL-KIT DELIVERY
NAME: What’s For Dinner?
LOCATION: GROUND FLOOR 48A, NARESH Nx, CHEMBUR EAST,
NEAR RCF POLICE STATION STATION,400071.
CONTACT No.:7045407711,9769212014
WEBSITE: whatsfordinner@gmail.com
COMPANY LOGO:

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 TABLE OF CONTENT:
PARTICULARS PAGE
NUMBER
NATURE OF BUSINESS 4
EXECUTIVE SUMMARY 7
INDUSTRY ANALYSIS 9
DESCRIPTION OF VENTURE 12
PRODUCTION PLAN 13
OPERATIONS PLAN 14
MARKETING PLAN 15
ORGANISATIONAL PLAN 17
FINANCIAL PLAN 18
ASSESSMENT OF RISK 21
CONLUSION 22

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 NATURE OF BUSINESS:
1. INDUSTRY: MEAL-KIT DELIVER(SERVICE)
This business aims in helping our customers to
relieve their daily stresses of what to fix their families
for dinner by providing them with a great menu
choice of meals that they will prepare.

2.FINANCIAL REQUIREMENT: ₹2,90,000

3.BUDGET ALLOCATION:
The start-up expenses include:

• Rent expenses include a deposit and rent for one

month for 1,854 square feet.
• Utilities expenses for one month.
• Insurance deposit and first month.
• Sales & Marketing expenses including stationery,
brochures, outdoor signage.
• Website development.
• Office, kitchen and janitorial supply expenses.
• Leasehold improvements, including contractors fees
and permits.
The required start-up assets of ₹50,000 include:

• Kitchen Equipment (long-term assets)

• Prep Tables (long-term assets)

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 • Cooking utensils
• Various Kitchen Utensils
• Computer and small business software

START-UP

Requirements

Start-up Expenses

Legal 1,500

Stationery etc. 400

Office Supplies 500

Kitchen Supplies 1,000

Janitorial Supplies 400

Insurance 800

Rent 5,200

Utilities 2,000

Sales and Marketing 2,800

Website Development 4,000

Leasehold Improvements 140,000

Licenses/Permits 500

Construction Fees / Permits 35,000

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Outdoor Sign 3,500

Miscellaneous 200

TOTAL START-UP EXPENSES 1,97,000

START-UP ASSETS

CASH REQUIRED 34,000

START-UP INVENTORY 9,000

OTHER CURRENT ASSETS 8,000

LONG-TERM ASSETS 42,000

TOTAL ASSETS 93,000

TOTAL REQUIREMENTS 2,90,000

2. OBJECTIVES:
The objectives for What's For Dinner? include:

1. To exceed customers' expectations for food service and

food service products.
2. To increase the number of clients served by 25% per
year through superior service.
3. To develop a sustainable start-up business that is
profitable.
4.To achieve a net income of more than 10% of sales by
the third year.

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 Executive Summary
➢ OPPORTUNITY:
➢ WHAT’S FOR DINNER? hit the sweet spot with
consumers who don't have time to shop for groceries
or order from foodservice.
➢ With meal kits, services deliver ingredients with
easy-to-follow recipes straight to the doorstep.
➢ Websites feature high quality images of foods with
flavor profiles of all kinds, and allow for adjustable
delivery times whenever need be.

➢ TARGET MARKET:
➢ College Students and Young Adults
➢ This is a popular demographic for meal delivery services, as
college students and young adults live fast paced lives.
➢ With classes, active social lives and new careers, there is little
to no time to think about what to make for dinner, let alone
buy groceries.
➢ Studies show that this demographic also enjoys meal delivery
services because they miss home cooked meals.
➢ Meal delivery services can provide young adults with a taste
of home, and provide step by step recipes to ease them into
cooking for themselves.
➢ Parents
➢ Meal delivery services are a great option for busy parents and
families.

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➢ Not only will it save them time from going to the grocery
store, but it gives them the chance to cook with their kids,
without all of the extra work of food preparation.
➢ Cooking dinner becomes less of a hassle and more of an
experience.

➢ Working Professionals
➢ Working professionals are often busy and overwhelmed, but
having a meal kit delivery service takes the guesswork out of
planning and making dinner.

➢ After a long day at the office, what could be better than that?

➢PROFITABILITY POTENTIAL:
➢ As this company is start-up, it will take time to be successful.
➢ At least, there will be no profit for 5 months.

➢TO ATTRACT CUSTOMERS:

• Spend less time in the kitchen

• Less money on groceries & eating out – it keeps you from
being tempted to eat out
• Home style meals & better eating
• Able to sit down at the table together as a family – including
conversation and socialization

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• Clean up is easy, because prep is done outside the home, and
all meals come in disposable containers
• Less time spent on grocery shopping
• We create the menus – order the ingredients – slice, dice,
chop and prepare
• Social hour preparing dinners.
• Our menus and portion sizes are tailored for the group and
individual customers.
• Seniors get added benefits, with diabetic, low-cholesterol,
and low-sodium choices.
INDUSTRY ANALYSIS:
•

1) SIZE OF INDUSTRY:
▪ The meal kit delivery services market is expected
to expand at a good growth rate during the
forecast period
▪ . Demand for meal kit delivery services is driven
by rising urban population, increase in number of
working women, and rising number of people in
the middleclass bracket in developing countries
such as China and India.
▪ Furthermore, due to improved lifestyle in
emerging countries, disposable income of
individuals has increased and people tend to buy
meal kit subscriptions.

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 ▪ These factors have forced the companies to
provide better quality meal kit delivery services
on a weekly or monthly basis.
▪ Ease of use of service, convenient and faster
mode of cooking, less time consuming,
consideration of meal preferences (veg, seafood,
chicken) are the factors which are also expected
to contribute to the growth of the meal kit
delivery services market.

2) LOCATION OF PRODUCTION AND

DISTRIBUTION:
▪ GROUND FLOOR 48A, NARESH Nx,
CHEMBUR EAST, NEAR RCF POLICE
STATION STATION,400071.

3)GROWTH RATE FORECAST:

▪ What's For Dinner? will grow and prosper just
as other companies have, but we want to set
reasonable forecasts for growth.
▪ We have forecasted that sales will increase
each month with the exception of the summer
months, when vacations and other seasonal
activities may reduce purchases.

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 ▪ Once we get our first few customers, our sales
will increase through customer retention, and
gaining new customers through networking.
▪ We expect sales to grow incrementally over
the first year, reaching profitability by the fifth
month of operation.
▪ As sales increase, we will make modifications
to our facility and hire new employees to share
in the work.
▪ Our proposed location allows room for
expansion.

NATURE OF COMPETITION:

▪ WHAT’S FOR DINNER? were originally

considered as major competitors for grocery
stores as many consumers were starting to
rely on the convenience of home delivered
foods and decrease their grocery store visits.
▪ However, it seems that consumers are now
starting to fall off meal kit subscriber lists
because there are plenty of food options
available in the competitive grocery space.
▪ This declining trend has led major meal kit
companies to partner with one their biggest

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 competitors, grocery stores, for selling
individual meal kits.

DESCRIPTION OF VENTURE:
1)FORM OF OWNERSHIP: PARTNERSHIP
2)NATURE OF BUSINESS: We are running a business on
medium scale growing business with having online portal. It
thrives on the service of freshly delivered food kit to people
across Mumbai.
3)BACKGROUND OF PROMOTER’S: What's For
Dinner? is owned jointly by LOHIT MUNDEWADI and YASH
DESAI. YASH and LOHIT have 15 years of experience in the
food service and entertainment industries, as a party planner
and personal chef, respectively.
4)FROM THERE THEY GOT INSPIRED TO START
THEIR OWN BUSINESS.

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 PRODUCTION PLAN:
1) HIRING PEOPLE- 1 (PART-TIME FOR
CLEANING AND DISHWASHING.)
2) ALL OF THE SERVICES THAT A NORMAL
SMALL BUSINESS NEEDS WILL BE
OUTSOURCED WHICH INCLUDE THE E-
COMMERCE INFRASTRUCTURE,
ACCOUNTING, MARKETING, AND
LEGAL SERVICES.
3) NAME OF SUPPLIERS: APNA BAZAR
WILL OFFER MEAL KIT AT 30 PERCENT
OFF IN STORE.

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 OPERATION PLAN
▪ WHAT’S FOR DINNER? offers about
30 meal kits with the plus sends you the
kitchenware you need to make the meal.
▪ It tied up with SWIGGY and ZOMATO,
both of which are responsible for
fulfilling the orders and shipping them to
customers’ doorsteps.

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 MARKETING PLAN
1) PRICING PLAN: 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%.

2) PROMOTION PLAN: Marketing campaigns will

work via:

• Local area newspapers that are viewed by our target market.

• Homeowner associations', churches' and specific groups'
newsletters.
• Direct mail advertisements/flyers to our target market
purchased through a direct mailing company with lists
specifically of our target market.
• Various flyers and pamphlets that will be available at many
shopping centers and grocery stores throughout the area.
• Yellow pages advertisement.
• Dynamic website.
• Registered keyword searches that will lead to our website.
• Various Radio advertisements.
• Various event sponsorships.

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Coupled with the advertising campaign will be a systematic
offering of discounted specials to attract more customers.

3) DISTRIBUTION STRATEGY: It tied up

with SWIGGY and ZOMATO, both of which are
responsible for fulfilling the orders and shipping them
to customers’ doorsteps.
4) SALSE FORECAST: We expect sales to grow
incrementally over the first year, reaching profitability
by the fifth month of operation.

5) MARKETING CONTROL:BY PROVIDE

MEAL KIT TO DMART AS IT IS LARGEST
CHAIN STORE.

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 ORGANISATIONAL PLAN:
1) THIS BUSINESS IS OWNED BY TWO
PARTNERS IN PARTNERSHIP (LOHIT
MUNDEWADI AND YASH DESI).
2) NO STRUCTURE.
3) OWNERS IS TOP MANAGEMENT.

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 FINANCIAL PLAN
1) INCOME STATEMENT:
INCOME STATEMENT

PARTICULAR AMOUNT PERCENTAGE

SALES XX XX
LESS: COST OF GOOD SOLD XX XX
PURCHASE XX XX
KITCHEN EQUIPMENT XX XX
PREP TABLES XX XX
COOKING UTENSILS XX XX
VARIOUS KITCHEN UTESILS XX XX
GROSS PROFIT XX XX
LESS: OPERATING EXPENSE XX XX
PAYROLL XX XX
SALES & MARKETING & OTHER
EXPENSE XX XX
DEPRICIATION XX XX
RENT XX XX
UTILITIES XX XX
OFFICE SUPPLIES XX XX
INSURANCE XX XX
ACCOUNTANT XX XX
LAWYER XX XX
BANK CHARGES XX XX
WEBSITE PAYMENT FEES XX XX
WEBSITE HOSTING SUPPORT XX XX
REPAIR & MAINTANCE XX XX
TOTAL OPERATION EXPENES XX XX
PROFIT BEFORE TAXES &
INTEREST XX XX
LESS: TAXES & INTEREST
INCURRED XX XX
PROFIT AFTER TAXES XX XX

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 2) BALANCE SHEET
BALANCE SHEET
LIABILITIE AMOUN AMOUN
S T ASSETS T
CAPITAL XX KITCHEN EQUIPMENT XX
PREP TABLE XX
COOOKING UTENSILS XX
VARIOUS KITCHEN UTENSILS XX
COMPUTER AND SMALL BUSINESS
SOFTWARE XX
CLOSING STOCK XX
CASH IN HAND XX
CASH AT BANK XX

TOTAL XX XX

CASH FLOW PROJECTION:

1) CASH FLOW STATEMENTS:
SOURCE OF INFLOW: SAVINGS INVESTED BY BOTH PARTNERS (LOHIT
& YASH)-30000 LONG TERM BANK LOAN -
2,60,000
2) TOTAL CAPITAL:2,90,000
OUTFLOW i.e; investment
Operating Activities:
Raw materials
packaging and distribution
human resources

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 Investment Activities
kitchen equipment
prep tables
cooking utensils
various cooking utensils
computer and small business software.

BREAK EVEN ANALYSIS:

1)INVESTED AMOUNT: ₹2,90,000
2)PROFIT AFTER 6 MONTHS.
PROFIT &LOSS ACCOUNT
PARTICULARS MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6
SALES 10800 18000 27000 36000 45500 68300
LESS: COST OF GOOD SOLD 8100 13500 20250 27000 34125 51225
GROSS PROFIT 2700 4500 6750 9000 11375 17075
LESS: OPERATING EXPENSES
PAYROLL 2800 2800 2800 2800 2800 2800
SALES & MARKETING & OTHER EXPENSES 250 250 250 250 250 250
DEPRICIATION 350 350 350 350 350 350
RENT 4500 4500 4500 4500 4500 4500
UTILITIES 980 1030 1030 1030 1030 980
OFFICE SUPPLIES 100 100 100 100 100 100
INSURANCE 250 250 250 250 250 250
ACCOUNTANT 250 250 250 250 250 250
LAWYER 500 0 0 0 0 0
BANK CHARGES 15 15 15 15 15 15
WEBSITE PAYMENR FEES 50 50 50 50 50 50
WEBSITE HOSTINGS & SUPPORT 125 125 125 125 125 125
REPAIR & MAINTANCE 250 250 250 250 250 250
TOTAL OPERATING EXPENSES 10420 9970 9970 9970 9970 9920
NET PROFIT/LOSS BEFORE TAXES -7720 -5470 -3220 -970 1405 7155
LESS: TAXES 689 148 396 36 1980 7135
NET PROFITAFTER TAXES -7031 -5322 -2824 -934 -575 20
NET SALE/PROFIT -65.10 -29.57 -10.46 -2.59 -1.3 0.03

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 ASSESSMENT OF RISK:
■ EVALUTION OF RISK
1. Customer retention is probably the biggest threat.
2. Biggest threat is that the customer try the meal kit box for
week or two and then unsubscribe.
3. The meal-kit delivery business is economy dependent;
people will spend only when they have spare money in
their pocket.
4. The popularity of the restaurant delivery services is grave
threat to the business.
■ CONTINGENCY PLAN:
1. If the business is successful, it will be expanded
to other geographical.
2. If the company doesn’t do well then bank loans
can be taken to make operations faster and more
efficient has become even more crucial as
competition in the space grows.

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 CONCLUSION
1)THERE WILL BE NO COMPROMISE IN
QUALITY.
2)THE BUSINESS AIMS AT ACHIEVING
ITS OBJECTIVES.
3)TO EXPAND THE BUSINESS AT
OTHER GEOGRAPHICAL AREAS.

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