Business Plan: Indiana Cuisine Culture City Restaurant, Melbourne

This business plan outlines the strategy for Indiana Cuisine Culture City, a new Indian restaurant located near Melbourne city center. The plan includes a business overview, detailing the restaurant's concept of bringing diverse Indian state cuisines under one roof. It covers product and service offerings, including menu design, operational activities, and competitive analysis. The market analysis examines the restaurant industry, market size, and segmentation. Market strategies encompass online services, management control, and administrative systems. The financial section provides sales forecasting, cash flow statements, and profit and loss accounts. An action plan and conclusion summarize the key steps and goals for the restaurant's success. The plan also includes figures and references to support the business strategy.

RUNNING HEAD: Business Plan
INDIANA CUISINE CULTURE
CITY
BUSINESS PLAN
Indiana Cuisine Culture City, near Melbourne City Centre, Melbourne, Australia
Prepared By:

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Indiana Cuisine Culture City
Table of Contents
Business Overview.....................................................................................................................3
Product and Services..................................................................................................................4
Market Analysis.........................................................................................................................7
Market Strategies and Implementations.....................................................................................9
Business Structure & Management..........................................................................................13
Finances....................................................................................................................................15
Action Plan...............................................................................................................................20
Conclusion................................................................................................................................22
Appendix I................................................................................................................................22
Appendix I I.............................................................................................................................23
Appendix I I I...........................................................................................................................25
References................................................................................................................................26
List of Figures
Figure 1 Market Analysis of a Business....................................................................................9
Figure 2 Business Model of ICCC...........................................................................................13
Figure 3 Personnel Plan...........................................................................................................15
Figure 4 Requirements of Resources.......................................................................................16
Figure 5 Sales Forecasting.......................................................................................................17
Figure 6 Cash Flow Statement.................................................................................................18
Figure 7 Balance Sheet of ICCC..............................................................................................18
Figure 8 Profit and Loss Account............................................................................................20
Figure 9 Action Plan of ICCC..................................................................................................21

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Indiana Cuisine Culture City
Indiana Cuisine Culture City
Business Overview
Restaurant Industry- It is amongst the growing industry in the world, this industry is highly
fragmented globally all over the world for its eating outlets. It is the business which serves
and prepares food stuff which includes the varieties of dishes according to the speciality of a
particular country and several kinds of drinks to the customers. The main aim of Restaurant
Industry is to provide a proper meal to the people who are have different tastes and fond of
food and refreshments.
About Indiana Cuisine Culture City
Indiana Cuisine Culture City is a new restaurant located in Melbourne city. It forms an Indian
society to bring all the states cultures under one roof. It is an eating establishment mainly
focusing on main dishes of India which are the speciality of all the Indian states like Punjabi,
South Indian dish, RajasthanThali etc. Setting up the business in Melbourne, fastest the gross
would be more the services will also increase by providing the door to door facilities via
online by simply giving your order through online portal and get the Meal delivered at home.
And it would not be any difference as the meal served in restaurant. Same taste, same quality,
hygienic and healthy. It is specialising in the combination of Indian Taste with Foreign
Plating with the Indian music according to which the order is been given which is unique and
hard to find Choices in Melbourne or all over USA ( Bennett, 2017).
Goals and objectives- It mainly aims to provide the maximum numbers of services to the
customers. It target to create the greatest sales volume to achieve the target and generally
during the company’s peak hours of operations. The primary objectives of the restaurant are
to make the customer feel as a home-style restaurant. The quality of the meals should be best
and at reasonable prices so that the customers keep on visiting again. It is necessary to
achieve the cover ratio on each lunch and dinner serving. Our mission is to provide a unique
way of serving the meals because the customer should feel relaxed by providing the menu
items and the speciality dishes of all the states and serving according to their cultural state on
which the order is been made. We intend to achieve the goals by providing the best quality
ingredients at affordable costs. We ensure to provide well-being in the best possible manner
from our staff to each and every customer with dignity and respect to make them feel that

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they are having their meal at their own home. The main objective of the restaurant business is
to provide maximum satisfactions to its customers with efficient utilization of resources
(Bernstein and Sheen, 2016).
Advantage over Competitors-The Key of success for Indiana Cuisine Culture City is a
reputed business with an excellent location to be the centre of attraction because of its
ambience, for the commoners and people outside the country to see the Indian culture under
single Infrastructure.
Maintenance of Brand- The maintenance of the Restaurant is the backbone of the industry
where it is very essential to survive in the market into the restaurant industry and have the
existence of that brand whether it is for its product specialist, services, best hospitality, or of
its infrastructure. The Brand is well known when they promises and fulfil that because you
are been thrived in that environment and for that we need a great team to run our operations
very smoothly.
Restaurant Services- Our management strives to maintain a top quality in our services
provided through restaurant with an attitude of gratitude towards the customers, employees
etc. And it is necessary to make the customers satisfied with whatever we are existing for,
because the customers have many expectations from the industry to make them feel
comfortable and homely so that the customer gets satisfied and keep on visiting again (De
Clercq et al., 2016.).
Product and Services
The Indiana Cuisine Culture City is best way for dining our meals, to our customers to make
them feel comfortable as to make them feel and provide the VIP services of Indian Culture
under one roof. The decor is so unique designed in pure Indian style as symbolising the
speciality of every state. The Energetic Atmosphere of our restaurant is quite high and draws
the centre of attraction is of rich cultural heritage manifested with the handicrafts, traditions,
etc.
Apart from these services the restaurant is providing the other products and services such as:

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Indiana Cuisine Culture City
1. Menu- In our Restaurant the menu is designed in very elegant and simple manner which
highlights the Speciality dishes of all the Indian states and are formed in systematic order and
everyday our restaurant is keeping a special meal of a day so that to gain the attraction of the
customers towards our restaurant. The menu is been updated every month according to the
chefs recommendation and on customers demand.
2. Daily Operational Activities and Production- Our restaurant is open for 7 days a week
for all meal shifts. Schedule is been prepared on daily basis and daily the responsibility is
been given to all the employees for the better services. It is necessary to work according to
the schedule to keep maintaining the labour cost control. Proper techniques are used and
duties are assigned to all the employees according to the rotational shifts so that the orders
can be received and maintained for the inventory to meet the production demands. During the
peak time hours the number of employees is increased for the fast delivery and better
production and during off hours the on-going preparation is continued. And the manager
keeps on updating every day and the chart is prepared after every 24 hours to insure the
operational standards that each work shift has been properly prepared (de Lange et al., 2017).
3. Competitive Comparison- This section analyse both our current opportunities and
potential competitors who outer in your market.
 Strength- It describes the organisation excels and separates it from the competition
which involves brand name, loyalty, CRM, package discount, offers and seasonal
offers etc.
 Weakness- It stops an organisation from performing at optimum level. This nosiness
needs improve to remain competitive such as higher than industry turnover, higher
level of debt, lack of capital, an inadequate supply chain etc.
 Opportunity- It refers to favourable external factors that an organization can use to
give it a competitive advantage.
 Threat- It provides the factors that have the potential to harm an organisation which
includes rising costs of inputs, increasing competition etc. (Fan and Khademi, 2014).
4. Suppliers for the Online Services- As per our schedule is been prepared the staff keep on
working and the employees who look after our online services keep on updating for each
order so as to deliver the product on time and the best quality of product and to provide the
friendly customer service according to the time schedule for delivering of a product.

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Indiana Cuisine Culture City
5. Controlling of Management- It is essential to control the management for the production
and the services provided in order to control the costs, delivering of the products on time and
managing the services for the best business earnings. The following strategies used for the
best management is:
 Order Guide: Our restaurant provide the best dish of a day on the specific order
given from the guide and to maintain the levels of the food served or delivering of the
products for maintain the inventory.
 Weekly Inventory- Our management conduct the inventory per week for the
calculation to the add-ons or reduction on the products according to the profit or loss
reports prepared.
 Tracking the daily Inventory- At the end of the day a report is been prepared on the
specific items and the products been designated to maintain the proper accounting
(Healy, 2014).
6. Administrative Systems-
It is necessary to be in rights followed in the administration system and for the daily cash
outlay.
7. Price Rationale- It includes the pricing policy of a product in the market.
There are generally three ways to make price rational
 Market Segmentation- It includes the environmental factors such as:
A.) Physical: Our business provide consulting services to the local area customer
B.) Legal: It should be according to the rules and regulations and maintain the law
and orders.
C.) Economic: Business plan should be made according to the economic conditions
environmental trends. In this capitalist are expected to show profitability.
D.) Social: The business plan should be socially. It should not harm to any custom or
culture of the customer.
E.) Technology: The enhanced technology should be adopted which can help the
employees to rendering their services properly.
F.) Targeting: In this the business plan is so initiated that it should attract to the
targeted people as per that business plan the first customer are the Indian who are

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Indiana Cuisine Culture City
living in Melbourne. It can be done through demographically, psychologically
lifestyle and behaviour.
G.) Positioning: It is a process which operates on differentiation, similarity,
distinction (Hendriks et al., 1999).
Market Analysis
The restaurant is been spread on a large scale and it is a diverse business. It is generally being
forecast to reach the annual gross up to its target value in comparison to its previous year.
Being in the competitive industry it is important to survive in the market by giving the best
services to the customers. The overall economic impact of our restaurant is to cross the gross
domestic product annually and it is generally expected to achieve the maximum from the
previous year. In this industry it is been diversified according to the ratios of the services
been provided in restaurants or bars or in lounges (Heo, 2016).
1. Industry Analysis- It is based on the Standard Industry Code. It is primarily engaged in
providing the best food services to the customers who visit our restaurants are served well
while seated at the dining area for the best consumption. This industry generally have the
things which are been included with the meals they serve with combination of selling the
alcoholic beverages and presenting some live music or orchestra or theatrical entertainment
 Market Size- The market size is very large which generally include all the restaurants
which are currently running on a very good gross amount which are basically situated
in the main city of Melbourne and the annual revenue is also very high of about 500$
billion including all the restaurants.
 Participants in the Industry-The main competitors are in market that includes the
top branded companies of the food industry like KFC, Pizza Hut.
 Market Segments-The main segments is to a broader base to set the consumers of
both the residential and commercial societies. The primarily focus was to the location
for the start-up of our restaurant to increase the growing number of visitors from the
household area (Hyun et al., 2017).
2. Testing in the Markets-For the past several years the chef of our restaurant was working
as a part time job of catering so as to decide the theme and designing of the menu was based
on the various kind of Indian style meal which are spicy and less spicy so it was designed

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Indiana Cuisine Culture City
according to the speciality dish of all the states so that the patrons keep on visiting our
restaurant again.
3. Market Strategy meeting targets-Keeping the main focus primarily on the location of the
restaurant and the age group of people between 30-45 years are in the upper middle age group
to serve their needs and requirements because of our customers and have the logical value to
set the marketing plan and the ambience of a restaurant. Its intersection between the two other
restaurants who are already on good gross value are been kept in mind as a competition. As
the restaurant was been located in the middle of the Home street which generally insist to the
customers who belongs to the residential areas who are busy and tired of from their busy
schedule and generally not in mood to cook their meal so our restaurant make our patrons feel
free and provide the service as home style. The food and menu is been designed according to
the age groups of the customers who generally have their own preference of eating to their
choices and taste and Indiana Cuisine city culture serve the best food according to their wish
list (Ikemefuna et al., 2016).
 Needs in The Market- It is the full Indian style restaurant where the customers are
served for their needs and their needs are generally for their fast and healthy food that
generally appeal for their taste preferences and the comfortable atmosphere. And our
restaurant provides the pleasant dining that mainly fulfils the desire of the customer to
feel relaxed in a comfortable atmosphere. All the needs of the customers are been
delivered with the least amount of inconvenience. Generally the market is been
suffered from a lack of services been provided to customers and for this a market
needs a restaurants that value there customers as the main priority.
 Latest Trend in the Market-The trends in the Indiana Cuisine Culture City rely on
its visual appeal and locations. According to the National Restaurant Association the
latest trend which is been followed are Nutritious dishes for all age group, sustainable
seafood, farm brand ingredients, etc. Mainly there are many restaurants which
generally target kids so as to way the parents visit to their restaurants. And the best
thing about our restaurant does not seek to market the kids to get them and involve
their parents to eat at our restaurants (Johnston, 2017).
 Market Growth-Generally the growth of the market depends upon the services been
provide to the customers and the overall annual revenue of the market and generally it
is not expected to have the growth in the fall of business or in diffuse market. The
statistics is been prepared for the recognised business for its downfall and the

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Indiana Cuisine Culture City
increments. Our organization is aware of the growth potential and to provide the right
combination of service, quality and choice.
 Position for the Survival- Generally the people have set their mentality that food that
is been cooked at home is of higher quality and healthier than the food been served in
restaurants. Our organization plans to stay in a fixed or to get into the higher position
for their Indian Cuisine and home style restaurant by preparing the quality food with
the healthy ingredients being used. Our Chef also plans according to that to provide
the home cooked fare that participates to the current trends for providing the best
quality food stuff and offer the menu selections to the consumers (Jun et al., 2017).
4. Market Segmentation- Because of the owners and founders of it is necessary to build the
connections with the people staying in Melbourne and in US for the trending of our restaurant
so as to have an excellent feel for the area and its group of customers.
Market Analysis
Youngsters
Newly
Married
Couples
Families
Others
Figure 1 Market Analysis of a Business (Source: By Author)
Market Strategies and Implementations
Our services would be differentiated by the other restaurants. We establish our business by
offering various facilities to clear the alternatives in the market. It is essential to build a long

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term relationship with the customers and by offering the perks and momento with the
intention to attract them so that the customers keep on visiting our restaurant.
 Strengths- 1. The main strength of our business is the prime location of our restaurant
with an ease to walk in for the customer satisfaction.
2. Our Chef is already experienced in the catering industry as well as in hotel
management he is also experienced in analysing of customer need and approved
vendors.
3. The employees are already experienced in the hospitality and have a can do attitude.
4. Our organisation provides the exceptional quality by selecting the best speciality
dishes when it is been compared to our competitors in the market (Kurian et al., 2017).
 Weakness- 1. Recruiting and continue to holds the quality of employees.
2. Losing the space for the grocery stores, convenience stores.
3. With the exception of the other varieties different stores are selling the some
specialties dishes.
 Opportunities- 1. Our organisation offers the additional catering services in
conferences or official meetings to our employees.
2. Immediate business opportunities are been provided when there is a chance of
barriers to enter.
3. Services provided by our organization are the biggest advantage we have in our
organization. Management of people from recruiting or giving training to them and to
make them know about the company’s culture and its main purpose is the key for
winning and keeping the customers.
 Threats- 1. Convenience Stores and supermarkets are located nearby to our restaurants.
2. It is a threat when the sales volume is being arisen while building it.
3. Operational activity costs keep on rising.
4. Consumers who have the mind-set, that speciality meal which are prepared at home
are healthier than those dishes been prepared at home (Lee, 2015).

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2. Planning for Unique selling- Indiana Cuisine Culture City is responsible for given an
offer to the consumers for home style meals in a very reasonable costs with a comfortable
atmosphere. Our organisation have prepared a reasonable price set in the menu list and
according to the seasonable by offering the various menu items being served according to its
seasons which will help to earn the profit within the affordable prices.
3. Competitive Edge- The competition is begin with the consumers itself because our
business is not only serving the good meal but the various drinks which is been served with
the food and it has the good selling of the meal as well as the best employees in the staff as
well. Our staffs are the reflection of our organization. Our organization hires the Employees
who deserve and are keen to work with to do attitude and are intend to work as a family
members that are truly honest towards our organization and values they should follow. Our
organization goal is to unlike the big chain competitors because of the economic growth, and
changes make quickly within a time (Lepkowska, 2017).
4. Statement of Positioning- It is necessary to maintain the position of Indiana Cuisine
Culture City to get the success to keep the price of the meals very nominal so that it can be
affordable by the people to plan out for dining in a very warm, relaxed and comfortable
environment. Our menu is been designed according to the Indian cultures that every
consumer of our restaurant wants to taste. Our restaurant is open for 7 days in a week and our
name says it all “Indiana Cuisine Culture City- a Form of Indian Culture under One Roof”.
5. Strategy for Price List- At Indiana City, the main important thing is cost accounting,
since the profit of our organization depends on the price of an individual dishes that can vary
significantly and will describe the profit earnings or the cost from the menu items. And the
best part of our organization is to entertain the best meals offer according to the seasons. We
generally monitor the prime cost of expenses of goods and services sold to our consumers.
Currently as a start-up we generally control the cost of an employee who is ready to work for
low wages (Owens, 2017).
6. Advertising and Promotional Activities-
 Location- The restaurant is located at the center of attraction where people can visit
with an easy access TO an on-going way.
 Direct Mail-Mailing on our website for ordering their meal which sometimes include
the bulk mailing directly.

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 Event Marketing-We organizes an event for marketing our brand name by joining a
venture of marketing to introduce the specialities of our restaurant so that people have a
focus towards our restaurant and will visit to us for experiencing the new culture
utilizing their services.
 Word of Mouth-Our organization has already maintained a database of existing
catering customers who rely on us to provide the best facility to them during their
conferences or meetings. This is the method adapted in a growth to our business.
7. Marketing Campaigns- Indiana Culture generally organizes campaigns to make people
aware who are fond of Indian foods. Our campaign generally contact to those clients who are
been mentioned in our database. We generally send a direct mail to those clients to assist us
in the successful implementation of the campaign. We regularly keep on activating our
database list so that it would be easy for us to have a constant contact with them (Season et
al., 2017).
8. Sales Strategy- Customer Service plays a vital role in every business. But the restaurant
industry annual revenue totally depends on the maximum numbers of services provided to
our customers. Seeing to the customer surveys and their feedback among 30 there will be 2-3
customers who are not satisfied with the services provided to them will tell the management
about it. It is our responsibility to provide a best service to make our customer feel relaxed
and pleasant with VIP services. Training is provided to all the employees of our organization
and teaching them about the strategies and how to greet a customer and creating a friendly
environment. It is regarding to service attitudes and to handle complaints by the guests. Our
culture has a fixed motto for increasing the customer satisfaction from the services being
provided to them. The most serious issue must be mentioned in a file to avoid such
complaints that should not repeat it again and because of it customer feedback is taken for the
surveys (Maenpaa et al., 2016).
9. Sales Program- Indiana Culture encourage the employees working as a family in our
organization to grow the culture and provide the best services to all the customers on their
bases and to provide the incentives on the basis of their work and targets achieve on the basis
of services being served and the best employee is been awarded with the title of Employee of
the year and bonuses is been entertained to those employees who meet the targets. But
initiatives are being maintained by all the employees and in the planning stage we still gear
up to hire more staff and trained them. This would help them to be activated in their role and