Business Development Project: The Yummy Tummy Lunch Box Service

This business development project presents a comprehensive plan for launching "The Yummy Tummy," a lunch box delivery service in the Maldives. The project begins with an executive summary outlining the business concept: delivering hot, delicious, and nutritious lunches to offices, schools, colleges, and universities. The business aims to invest $2 million, operate on a partnership basis, and utilize a website and mobile app for ordering and payment. The project includes detailed sections on the rationale for the business opportunity, feasibility research, the proposed business model (including core strategy, resource needs, and value chain), and a full business plan. The business plan covers industry analysis, market research, marketing strategies, operational plans, and financial projections for the first three years, including turnover, profit, and market share targets. The project also addresses actionable assumptions, a timescale for achievements, and relevant business models like the Business Canvas Model and Porter's Five Forces. The target market is office workers and students in the Maldives, capitalizing on the growing food industry and increasing disposable incomes.

Running head: BUSINESS DEVELOPMENT PROJECT BRIEF
MBA Business Development Project Brief
Student’s name:
Name of the university:
Author’s note:

1BUSINESS DEVELOPMENT PROJECT BRIEF
Executive Summary
This new business concept is targeting to provide ‘lunch box' service to the people in a daily
basis. This business concept is lunch box delivery and return system which delivers delicious and
hot lunch from our own canteen to people at offices and students in school, colleges and
universities in Maldives. This business is going to invest 2 million dollar in order to start the
business. The name of the business will be The Yummy Tummy and it will start as partnership
basis. The Yummy Tummy will have a website and it will have a mobile app from where the
customers can give order. The customers can make payment through the app or they can avail
cash on delivery option. In the initial stage, in order to run the business, loan will be taken from
the bank. In order to operate the business, the delivery persons will be recruited and they will
deliver the customised modern disposable lunch box with logo of Yummy Tummy on it. The
customers will have lunch box at their hands within 30 minutes with delicious and nutrients food.
The market is attractive in the Maldives as the food industry provides almost 4% of the GDP and
the customers have disposable income in their hands. In the Maldives, the food industry has been
flourishing and people want to take food from outside. The economy of Maldives has been
expanded to 7.5% in last 3 years. The Yummy Tummy will take the social media promotional
strategies and it will also take the strategy of the discount pricing in order increase the customer
loyalty. The target customers are mainly office goers and the students in Maldives and they fetch
for nutritional food.
This business plan has mainly four sections where, conception, market, industry attractiveness,
business models and financial analysis of the business are given. In addition, the financial
projection has been set for first three years of the business and the organisation will use rewards

2BUSINESS DEVELOPMENT PROJECT BRIEF
strategy to encourage the delivery persons. The organogram has also been given in the business
plan.

3BUSINESS DEVELOPMENT PROJECT BRIEF
Table of Contents
1. Introduction..................................................................................................................................4
1.1 Rationale to the selection of this business opportunity.........................................................4
1.2 Terms of references...............................................................................................................4
1.3 The approach is taken to design and structure of the report..................................................6
1.4 Relevant Models and evidence sources used.........................................................................7
1.5 Actionable assumptions.........................................................................................................7
1.6 Timescale for achievements..................................................................................................7
2.0 Description of the business concept..........................................................................................9
2.1 The concept statement...........................................................................................................9
2.2. The windows of opportunity...............................................................................................12
3. Feasibility Research...................................................................................................................13
3.1 The feasibility research plan................................................................................................13
3.2 The main research will be secondary research....................................................................14
3.3 Research methodology.........................................................................................................14
3.4 5 Key areas of feasibility research.......................................................................................14
3.4.5.1 Product/service..........................................................................................................14
3.4.2 Industry attractiveness..................................................................................................18
3.4.3 Market Attractiveness...................................................................................................23

4BUSINESS DEVELOPMENT PROJECT BRIEF
3.4.4 Organisational feasibility..............................................................................................26
3.4.5 Financial feasibility......................................................................................................29
4. The Business Model..................................................................................................................35
4.1 Business model....................................................................................................................35
4.2 The core strategy..................................................................................................................38
4.2.1 The mission to be accomplished...................................................................................38
4.2.2 The product/market scope which connects the new venture to a viable market...........38
4.2.3 The basis for differentiation..........................................................................................38
4.2.4 Competitive positioning................................................................................................39
4.2.5 Relevant superior value propositions for core customer groups..................................39
4.2.6 Scale of the venture......................................................................................................39
4.3 The Resource Needs............................................................................................................40
4.4 Use a porter’s value chain....................................................................................................41
4.5 The partnership Networks....................................................................................................43
4.7 The value deliverables for the customer..............................................................................45
4.8 How value is added..............................................................................................................47
5. Business Plan.............................................................................................................................49
5.1 The industry, Company & Products....................................................................................51
5.2 Market, market analysis, market research...........................................................................52
5.3 Cost/volume/profit analysis.................................................................................................54

5BUSINESS DEVELOPMENT PROJECT BRIEF
5.4. The marketing plan.............................................................................................................60
5.5 Design and development plan..............................................................................................64
5.6 The management team.........................................................................................................66
5.7 Operations plan....................................................................................................................68
5.10 Business Controls..............................................................................................................74
5.11 Financial projections..........................................................................................................75
Reference List..................................................................................................................................0

6BUSINESS DEVELOPMENT PROJECT BRIEF
1. Introduction
This business plan is based on lunch box servicing to the office goers and school as well
as college students in Maldives. In Maldives, people order food from a nearby restaurant or from
online food delivery app. This new business concept is targeting to provide ‘lunch box' service to
the people in a daily basis.
1.1 Rationale to the selection of this business opportunity
In the Maldives, food delivery is not a new concept and food industry has been kicking
off with the participation of big names in the industry. In the Maldives, the food industry has
been flourishing and people want to take food from outside. The economy of Maldives has been
expanded to 7.5% in last 3 years (Cagua et al. 2014). A busy schedule of the people, taste and
preferences of food, rising of working couple and rapid growth of the food and beverage industry
has prompted me to come up with the idea of delivering lunch box. This business opportunity
was selected due to many frustrations of no time to prepare lunch for the kids to take school, too
expensive lunch options nearby offices, oily and greasy fast foods and if lunch is taken at a
restaurant it takes more than 1 hour to serve the food while little time to enjoy the meal. The
basis of the selection was based on what we mostly talk about during our lunch breaks of having
a customized, easily accessible, healthy and nutritious food which could replace the everyday
same boring snacks at staff lounge and to give a relief to all the working mothers who struggle to
prepare lunch to take for school. Since having an affordable and easily accessible lunch is a need
for every working individual and for the schools we found that this business idea can be made a
realistic one with the passion we have for foods.

7BUSINESS DEVELOPMENT PROJECT BRIEF
1.2 Terms of references
Outline the new business concept
This business concept is lunch box delivery and return system which delivers delicious
and hot lunch from our own canteen to people at offices and students in school, colleges and
universities in Maldives. The business concept is lunch box for schools, offices colleges and
universities in Maldives. The lunch will be prepared by a skilled chef in a homely environment.
The lunch box is a special customised disposable box for the delivery of the food with the
business name on it “The Yummy Tummy”.
Assessing the existing position and readiness for the new business venture
I am thinking about to recruit the staffs that are not that literate and looking for a job.
The new business venture needs great coordination and symmetric communication among the all
the teams and staffs. Delivery person can be hired as there are many Bangladeshi or Indians
working in Maldives and they can be recruited easily.
States as appropriate, assumptions upon which the new business development proposal and
financial projections are based
I am going to invest 2 million dollar in order to start the business. In the initial stage, I am
thinking about to take a loan from the bank to start the business. The shared assumption of the
business organisation will be beliefs, values and artefacts and the owners will try to motivate the
team members to do their best. Bank of Maldives offer loans for small and medium size
businesses. Therefore, initial plan is to take a loan from Bank of Maldives.
Produce adequate research to assess the feasibility of the new business concept

8BUSINESS DEVELOPMENT PROJECT BRIEF
This business is feasible as in the Maldives, the food industry is a string and it has been
observing a strong growth. There are enough offices in the Maldives where the office goers can
order for lunch boxes in a daily basis. In recent time, the working couples are increasing in
numbers and they do not have time to make lunches for the office. Therefore, the chance of
being successful in business is more as the investment will turn into profit in no time. I am also
thinking of doing a good advertisement promotion for the business.
A business model with a well-defined resources requirements and constraints as deemed
appropriate
Maldives is technology friendly country everyone uses smart phones. Therefore, I want to
have a smart and fully automated technology friendly easy payment. Just one click from the app,
the customers can have the lunch box and the customers can pay also through the app.
Delivering, collecting and again washing the boxes and storing involve lot of work in this
business. The customers have to download the app from the iOS or Google Play store. The users
need to sign in to this app entering the information and contact numbers. The app contains menu
and the customers will get tempted by the daily menu. After the few clicks, the meal can come to
the customers. We shall bring daily changing menu so that the customers do not get bored with
the same old menu. We are going to offer world cuisine and we shall be using only fresh
ingredients. The customers can also provide order for the whole week so that they can get hassle
free delivery at doorsteps. The business is innovative method, where parents of the students can
order their kids lunch through the app, make payment also same applies to the people working in
the offices.

9BUSINESS DEVELOPMENT PROJECT BRIEF
1.3 The approach is taken to design and structure of the report
I will make a market research in order to understand the condition of the market using
secondary data. At the first part of the report, business concept and products or service will be
described. In addition, target market and specific features of the business will be described. In
addition, organisational feasibility and financial feasibility are described in order to describe the
projection of the business. In the later part, the marketing process as well as a business model of
the business is given.
1.4 Relevant Models and evidence sources used
Business Canvas Model, Porter’s Five Forces, SWOT analysis, Porter’s Value Chain
Analysis Model, assumption setting, timescales for achievement, concept statement, target
market, value added, value proposition, feasibility research, industry attractiveness, market gap,
market attractiveness, segmentation, buying behaviour, start-up capital, working capital, cash
flow, breakeven analysis, the business model canvas, competition strategy, value chain, the
business plan, marketing plan, risk assessment, development and operations plan,
implementations plan, business sustainability and financial statement.
1.5 Actionable assumptions
 I expect that this business venture will make a profit of 3% by the end of 2021
 The management of new venture may understand the market demand that is sustainable
 Adequate capitalisation is needed and funds will be deployed in order to make a budget
of the business
 The economic growth rate will be 6% on each year that can benefit the new business

10BUSINESS DEVELOPMENT PROJECT BRIEF
1.6 Timescale for achievements
Details Year 1 (2019) Year 2 (2020) Year 3 (2021)
Turnover 3% growth 4% growth 5% growth
Net profit + 4% growth + 5% growth + 6% growth
Market share 2% 4% 5%
Brand preferences 7% 9% 10%
Table 1: Timescale for achievement
(Source: Self-developed)

11BUSINESS DEVELOPMENT PROJECT BRIEF
2.0 Description of the business concept
Idea generation
In India, the concept of ‘Dabbawala’ is very famous mainly in the Western part of India.
Dabbawala concept in India has been predominant for more than 100 years. The whole process is
human depended and the coordination is needed. The idea of lunchbox delivery was dormant in
the mind of mine and I have been waiting for right time to launch the business with investment.
The inception of the business venture The Yummy Tummy came from the lunch box concept,
however, my business will be much more innovative and technology oriented. In the Maldives,
the demand of food delivery is high and I want to capture the market. The users can order the
food through Smartphone app and they can track the food on the mobile.
2.1 The concept statement
The GDP of per capita growth in the Maldives was 6.6% in 2016 (Gordon and Hussain
2015). Therefore, the disposable income of the customers is high and they can spend more. In
addition, the young age generations do not want to take the homemade food daily as their
preferences of the food gets changed. I want to capture that space by giving hot and delicious
food at offices, schools, colleges and universities with reasonable price. The customers need to
download the mobile app and they can browse the food menu. They can order on daily basis or
they can order for lunch for the whole week. Different categories of food items option will be
there and the customers can select any of the food items. The price of the food products will be
mentioned there. After the browsing of the food menu, they need to click on ‘order now’ to order
the food items. This app will have two mode of payment options, cash on delivery or the
customers can pay through online transaction also. The delivery persons will deliver the