Pashto Themed Bistro Business Plan

This assignment presents a detailed business plan for a proposed Pashto-themed bistro in Melbourne, Australia. It delves into market research, target audience demographics, menu concepts, financial projections, and operational strategies. The document emphasizes the unique selling proposition of the themed restaurant and assesses its potential success within the competitive Melbourne food scene. Key aspects covered include projected revenue, operational costs, marketing plans, and management structure.

Running head: BUSINESS PROPOSAL
BUSINESS PROPOSAL
Name of the Student
Name of the University
Author note

1BUSINESS PROPOSAL
Executive summary
Urban Cafe is one of the most popular new cafes in the Melbourne city Australia. The
purpose of this paper is to make a business proposal for the organization regarding how they
can pull up their productivity and profitability being a new cafe in the market of Australia, as
they do not have any brand reputation.

2BUSINESS PROPOSAL
Introduction
Urban Cafe is a full-service restaurant or cafe in the Melbourne city, and this restaurant has a
menu full of comfort foods originated in the land of Afghanistan and Turkey. The foods they
provide are delicious with a pinch of smoky flavour and the kebabs they serve are very tender
and the usage of various herbs make it tastier. The restaurant has a coffee bar and a regular
bar counter to make the guests able to flush the foods down the throat. A man named Abasin
Khan who is actually from Afghan origin owns the Urban Cafe. This business plan provides
the financial institutions to review the strategic focus and the vision of the management of the
organization. This business proposal also provides the data and plan regarding the start up of
the organization, profitability, favourable sales numbers and gross margin.
Objectives
 By the end of first financial year after the inauguration of the organization, they are
targeting to have a turnover surpassing 2 million dollars.
 In the next financial year, they should have a profit of minimum 14%.
 By the end of the first financial year, they are targeting to reach a monthly sale of
220,000 dollars (Nelson 2012).
Mission of the Organization
The concept of the restaurant is based on Pashto theme in the Melbourne city, looking
at the success stories of various themed restaurants. The organization would serve high
quality food within affordable pricing. They aim to serve one of the finest coffee based
products in the town and along with they will provide kinds of entertainment to the residents
of the locality by organizing a jazz night, ladies night, Saturday blues night and many more.
The organization eyes to provide high quality evening experience as well as luxury morning

3BUSINESS PROPOSAL
breakfast for the early risers. They are planning to install a giant screen to broadcast sports.
The organization on the other hand, is planning to sell exotic coffee beans and coffee
products to the customers, to attract a variety of customers to their organization. Apart fro
that within their compound they have a garden with a small swimming pool, so that some
guests can enjoy their drinks by the poolside.
Keys to climb up the ladder of success
 High quality food, coffee based products, coffee based drinks like Nikolaschka, Irish
coffee, B-52 and many more.
 The organization is aiming o provide the best service in the industry to the customers.
They want that they would provide such service so that they can see repetitive visits
of the customers and they also intend to make a loyal customer base for the
organization (Nelson 2012).
 It is a matter of fact that being a new organization, Urban cafe do not have any brand
value, so they will be needing to stress on marketing for the organization. The
organization needs to target their clients early and as the restaurant is situated at a
central position of the city many people would naturally get attracted to the
organization. The marketing officials must stress on digital marketing in this ever-
changing market.
 The organization will be needing to have a strong control on the quality of the food
and beverages they serve, and along with that the managers must ensure that all the
employees are satisfied, motivated and loyal towards the organization. A motivated
workforce can become an asset for the organization, which is setting their foot on a
new market (Aliaga-Isla and Rialp 2012).

4BUSINESS PROPOSAL
Company background
Urban cafe is offering a bistro and a coffeehouse facility located in the centre part of
the Melbourne city. It is a matter of fact that the location of the organization is in a prime area
and that might attract customers from various socio-economic background. As the pricing is
quite moderate and the ambience they are offering is somewhat aristocratic, the organization
might expect customers with a large range of spending capabilities (Nelson 2012). A Pashto
person named Abasin Khan owns the organization, and he aims to build a Pashto themed
restaurant in Melbourne to let people know how delicious food can be in the war-struck
nation like Afghanistan. Khan planned to make it an establishment where people can enjoy
their breakfast, have evening tea or coffee and at late evening they can enjoy their drinks
along with various fun activities.
Facilities
The owner of the organization is a man of a wide vision and he understood that to
compete in a market with fierce rivalries. It is a matter of fact that in Melbourne city there are
a lot of reputed bistros, coffee shops, bars with swimming pool, but he built a combination of
all in his Pashto themed restaurant. A garden and the pool relieves the customer after the days
work and they can release their stresses by relaxing in the establishment. For early risers
Khan is serving special Pasto breakfast with varieties of breads, Mantu or meat dumplings,
Burrani, Shorwa and kebabs with delicious hummus. Customers can taste various fin coffee
based beverages and they can buy coffee beans and other products related to coffee. At night
the organization offers various fun events like ladies night, jazz night, blues night, on several
occasions Khan makes it sure that classical Pashto music is played in the establishment to
give the customers a natural feel. For the mothers who visits the restaurant along with the

5BUSINESS PROPOSAL
infants, there will be special arrangement for them so that they would not have to face any
issues that may affect their enjoyment (Aliaga-Isla and Rialp 2012).
Products
The organization is widely based n Pashto theme and thus their menu card reflects
that. It is seen that the organization serves authentic Pashto foods like Kebabs made from
minced meat of lamb, dip like hummus, Burrani, Kabuli polao, Chapli kebab, Shinwari tikka,
Shorwa, Bolani, Bonjan and many more. The organization also aims to serve the finest coffee
based beverages that the residents of the city have ever tasted. In his organization, Khan aims
to introduce famous coffee drinks like Irish coffee, espresso martini, karsk, B-52 and many
more. Apart from these the organization aims to hire a very skilful bar tender who can satisfy
the needs of the customers and they are also retailing some products like coffee beans,
customized coffee mugs, coffee maker and many more goods. The owner intends to make a
impressive quality control in all the products as he is starting the business without any brand
value, and thus he does not want to take risks regarding the quality of the products.
Market analysis
It is a matter of fact that full service restaurant market is an industry weighing more
than 60 billion dollars in the market of Australia (Aliaga-Isla and Rialp 2012). It is a fact that
nowadays people are trying to eat out as by doing so they can relax a bit and have their food.
It is seen that specifically coffee is a 5 billion dollar industry in the market of Australia, and
thus it is seen that Abasin Khan does not want to take any risk. He invested in both the
sectors in his organization and fortunately, odds are very likely that he would succeed
(Aliaga-Isla and Rialp 2012). The way the organization is built it would easily be able to
serve over 700,000 people annually and that is not at all a small headcount. It is seen that the
management is more inclined towards keeping the customers loyal towards the organization

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and it is seen that repetitive customers boost the sales like anything (Nelson 2012). The
immediate market area for the organization s within the four-kilometre radius of the
restaurant.
Market needs
The dining and entertainment needs of the customers are changing nowadays. As a
supplier of full service dining, Urban Cafe must appeal to people who are intereste in
integrating their category of cuisine frequently in their dining experience. Also the
management of the organization must appeal to those guests who frequently take advantage
of other fine dining restaurants of the town (Xu, Short and Liu 2013). The customers of
Urban cafe are in general well educated and must be interested in good music. The restaurant
offers a menu card consisting of exotic foods of Pashto origin. The restaurant also offers
exotic events to attract the customers.
Market growth
Melbourne city is currently in the middle of a building and population explosion.
Many young people are getting inclined towards eating out and the general trend is to taste
various kinds of cuisines from different countries. It is seen that recently Japanese cuisine got
popularized and Thai cuisines also were widely accepted. Thus, it can be said that Pashto
cuisine has a bright chance of getting successful in the market of Australia. The population in
recent times tends to stay closer to their workplace to save time, and with that free time they
choose to relax by visiting some exotic places, just like Urban cafe (Baas 2012). The
swimming pool, giant screen, exotic theme of the restaurant would easily catch the attraction
of those adults and young adults (Luce 2012). The breakfast section and late afternoon coffee
items would increase the visits from the elder people of the neighbourhood.

7BUSINESS PROPOSAL
Competitive edge
The Urban cafe maintains a competitive edge in various significant areas, and those are
mentioned below:
 The facility’s location puts it into close proximity to substantial population of affluent
Melbournians (Corsi, Mueller and Lockshin 2012).
 The owner is a 10 year resident of Melbourne and he was educated partially in
Afghanistan and he completed his college and university education residing at
Melbourne. His earlier work experience incorporated a substantial period working
within upscale restaurant in Melbourne. His position there required him to manage
various catering budgets and that is helping him in setting up the business.
 The facility’s construction would easily allow the flexible dining or entertainment or
coffeehouse options making those attractive to the population of the town.
 The facility’s location in an empowerment zone and local enterprise zone allows
significant tax advantages (Flowers and Swan 2012).
Sales strategy and forecast
The primary category of Urban cafe’s sales strategy is to establish and maintain a
position within the primary constituents. The targeted population lives within 4 kilometer
radius of Urban cafe and the management of the organization would depend on keeping these
people satisfied with their service.
The second strategy is that, the organization must utilize the downtown convention by
developing and maintaining strong relation with the planners of the upcoming conventions.
This strategy may target many hotel concierges who are available to promote dining options
located within two to three miles of downtown hotel venues (Velayutham 2013).

8BUSINESS PROPOSAL
The sales forecast of the organization assumes no sudden change in cost of prices and
that is why the management expecting to increase sales from 2 million dollars at the end of
2017, and 2.5 dollars by the end of 2018. The combined sales figure presume an average of
2.5 turns per day for 155 seat dining room with an average tab of 12.54 dollars, keeping in
mind that business will be open 26 days in a month on average.
Budget:
The budget planning of this organization is provided in another excel sheet.
Conclusion
Thus to conclude, it can be said that setting up a themed bistro cum cafe in Melbourne
is not an easy task and Mr Abasin Khan is showing great enthusiasm and bravery in setting
up a bistro based on Pashto theme. It is a matter of fact, that the owner must have patience
and the management must look after all the major aspects of running the business.

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