Easy Kit: Comprehensive Business Plan for Planning for Growth Module

This document presents a detailed business plan for Easy Kit, a meal subscription service launching in Myanmar. The plan covers various aspects of the business, including its mission to promote home cooking with fresh, locally sourced ingredients, vision to streamline lives with quality food, and objectives to reach targets within two years. It analyzes Easy Kit's competitive advantages, critical success factors, and competitors like food delivery services and convenience stores. The plan includes PESTLE and SWOT analyses, Porter's Five Forces, and marketing strategies. Furthermore, it outlines the human resources strategy, organizational structure, operations and manufacturing plan, financial projections, key milestones, and potential strategic risks and exit strategies. The business aims to offer convenience, health, and sustainability to customers, supporting local producers and minimizing environmental impact. The plan highlights the company's focus on organic produce, customer education, and competitive pricing, making it a unique offering in the market.

Module Name
[Planning For Growth]
Submitted To:
[U Wai Yan Paing Zaw]
Submitted By:
[Numaya Karim, Kaung Myat Hein, Khant Min Zaw, Moe Hein Kyaw,
Nandar Kyaw Zin, Nway Nu Wai, Thet Hnin Hnin Hsu]
Student ID:
[2018A7910, 2018A9980, 2018A5874,2018A8810, 2018A3799,
2018A9629, 2018A9221]

Contents
Executive Summary...................................................................................................... 4
Business Description................................................................................................. 4-8
Mission, Vision, Objective, Competitive Advantage, Critical Success Factors,
Competitors, Collaborators
Industry & Market Analysis......................................................................................8-16
PESTLE, SWOT, Porter's Five Forces, Value, Brand Essence & Promise, Brand
Identity, Segmentation & Targeting, Positioning, 7Ps of Marketing
Human Resources Strategy...................................................................................16-20
Recruitment & Selection, Training & Development, Performance Management, Reward
System, Job Description/Job Specification, HR KPI's12
Organisation Chart.......................................................................................................20
Operations & Manufacturing Plan.........................................................................20-22
Description, Schedule & Timeline, Supply Chain, Location & Facility, Quality Assurance,
Technology, Operations KPI's
Finances.................................................................................................................. 23-24
Key Milestones........................................................................................................24-25
Strategic Risks............................................................................................................. 26
Exit Strategies.........................................................................................................26-28
Work Cited..................................................................................................................... 29
2

3

SCENARIO 1
Executive Summary
Easy Kit is a meal subscription service that is unique and first of its kind in Myanmar,
offering fresh farm to table style organic ingredients in pre portioned styled boxes delivered
directly to the customer’s doorstep. The company offers a variety of menu options based on
seasonable availability, dietary restrictions and customer’s cooking ability. The company is co-
owned and managed by seven individuals in their respected fields and supports local producers
and promotes sustainable living and consumption based in Yangon with a processing facility
where employees are trained to methodically process and package ingredients to be set out for
delivery by in house drivers. The total start-up costs will be MMK70, 000,000, from which
MMK40, 000,000 of which will be contributed by seven owners as investment capital and
remainder will be secured as loans. Easy Kit’s future exit strategy would be to either merge or
acquire an existing established restaurant to gain a larger market presence and increase sales.
Business Description
Easy Kit’s Logo
Figure 1.1
Easy Kit is a meal subscription service launching in 2020 providing fresh and high quality
ingredients along with detailed recipe for a reasonable price delivered to the customer for home
cooking.
4

The company’s ownership is split between 7 partners, Kaung Myat Hein, Khant Min Zaw,
Moe Hein Kyaw, Nandar Kyaw Zin, Numaya Karim, Nway Nu Wai and Thet Hnin Hnin Hsu who
handle different aspects of the business.
Mission
The mission of Easy Kit is to promote home cooking by providing fresh and healthy
ingredients sourced locally, seasonally and sustainably in easily prepared portioned manner for
customers delivered right to their doorstep. Easy Kit wants to educate clients about farm to table
lifestyle to support local farmers and reduce food waste in a sustainable way.
Vision
Easy Kit’s vision is to “provide quality and nutritious food to your door to streamline your
life” with the benefit of a first mover advantage in the new market of Yangon.
Objective
 Easy Kit’s core concept is to delivery ingredients and recipes to clients at home in a
safe and timely manner with temperature and quality control checks in place.
 Easy Kit will realistically achieve their target by catering to people’s situation and
health concern as well as modify recipes to target market tastes. The target for the
company is to reach their goal in 2 years from the launch date
 Easy Kit will know by reaching their target within a year after entering the market and
achieving breakeven on costs to know where to expand and enter new markets.
Competitive Advantage [Differentiation]
Easy Kit has to compete with existing grocery stores and food delivery systems to carve
out a place in the market.
 By having a very personal relationship with clients with their ordering system and
open communication and feedback service so there is direct data access that
impacts the supply chain.
5

 With recipes and items that are popular and demanded being repeated and menus
created aimed at the target market tastes. This allows for bulk purchase advantage
and specific purchases to occur that reduces waste and costs that occur in food
industry since customers are only “on demand”
 By having an established set menu with no customization it streamlines the system
and further eliminates costs.
 As meals are prepared only when orders are confirmed and right before delivery
items are purchased fresh and delivered without concerns of long term storage
Critical Success Factors
 One of the brand’s values is having high quality organic produce to offer to their
clients which requires time and effort to personally source local farmers who meet
the established standard for quality and grow the necessary produce needed as well
as checking the produce after delivery in the facility before preparing for distribution.
 By creating a farm to table concept requires educating customers on the supply
chain of the produce and meat that they consume and begin to foster a healthy
relationship with their environmental footprint and how to reduce their impact on the
earth.
 Reasonable prices is also a value held by the brand since by buying directly from
farmers eliminates the middle man it is directly profits them and they are able to
reinvest into their produce.
 By buying locally reduces carbon emissions that occurs when food travels from
across the planet before it arrives on your plate.
 Buying the amount necessary to meet orders minimizes food waste and increases
land sustainability.
Competitors
Easy Kit’s faces a variety of competitors in the market such as food delivery services,
prepackaged meals, grocery & convenience stores with in house hot food options, and moving
food stalls.
6

Figure 1.2 Figure 1.3 Figure 1.4
Yangon Door2Door is the premier online food ordering and delivery service in Yangon.
YD2D’s website hosts menus from a broad range of Yangon restaurants. YD2D relays the
orders to the appropriate restaurant, picks up the completed order from the restaurant, and
delivers the items to the customer. YD2D service is available 12 hours a day / 7 days a week.
Food Panda is a global app newly entered in Myanmar allows customer to order anytime
and from anywhere in Myanmar. This makes ordering food online simple, fast, and convenient,
customers type in a city and area, and FP will show available restaurants. Once customer have
chosen a restaurant and ordered they are able to track the delivery within the app.
City Express is a local convenience store chain established in Myanmar which offers
prepared meal deals consisting of cooked rice and a curry prepared daily and served hot to
customers. These items are cheaply priced and readily available for consumption. The
downside to this type of food source is that limited items are provided and are repetitive and
requires in person purchase.
Collaborators
By establishing and maintaining several strategic alliances with the suppliers and
collaborators is essential for the type of business Easy Kit wants to be and launch industry
standards.
One of the main collaborators for the company will be the farmers who grow and supply
the organic produce chosen by Easy Kit to prepare and distribute to the customers. Having an
7

intimate relationship with the produce supplier is critical for the success of Easy Kit as the
company brand is built on using fresh organic local ingredients as much as possible and the
benefits associated with it.
Another collaborator for the company is fishmongers and butchers who provide the
meats that are used in recipes by Easy Kit. These are ingredients also need to match the quality
and sustainable standard set by the company to ensure that customers receive the best
available to them. Sustainable fishing is the only future for the earth to ensure food for the future
and promoting local fish will appeal to customers as well.
Having a supplier that uses environmentally friendly materials for packaging the items in
the kit is essential as well since sustainability is a pillar in Easy Kit’s philosophy. Using the
correct packaging will increase lifespan of the ingredients as well as reduce waste that harms
the planet.
Industry & Market Analysis
PESTLE
Political
In the world where Covid-19 has rampaged through entire countries, the political
situation is not as it once was. There are changes in food and safety regulations being
implemented by governments that will directly impact Easy Kit’s future and with the election
looming in the near future also plays a role on the market and social sphere.
Economics
Due to the current situation, it has becoming exceedingly difficult to find resources from
abroad with quarantine and supply chain shortages. However Easy Kit’s entire business model
is to source most of the ingredients and materials locally. Buying locally helps boost the
economy and supports the farmers whose regular income sources have been compromised and
safeguards farms for the future. This also reduces transportation costs and allows for money to
circulate in the national economy freely without it leaving the country.
Social
Social distancing regulations due to Covid-19 has changed the fabric of society as we
know it. Therefore the lifestyle of people have changed to adapt and maintain distance to
ensure their health and safety. Everything that can be done over the internet or at home is
8

becoming the norm with social media booming to maintain social ties. The massive societal shift
to home stays means it’s the right time for Easy Kit to be introduced as it is conveniently
delivered to the customer’s door and easy to cook as people are forced to stay indoors.
Technology
Technology is key in every business as it is the best way to reach customer bases
especially in this current market situation. By mobilizing existing social media platforms to
promote product and sell is the best start up system for the company such as a Facebook page
and Instagram to share recipes and customer interactions. With the launch of a mobile app as
the next step of innovation and for long term goals having a social media/technology team is
key.
Legal
At this moment, government regulations state that businesses can only offer takeaway
meals and be open from 4am to 12 pm with a local curfew in place along with other Covid-19
regulations. Any and all found breaking these rules will be facing harsh penalties. Easy Kit’s
model of being an online presence and made to order subscription service will be advantageous
in this scenario. Staff will be taking precautions and wear masks whenever any human contact
is required especially during delivery times and only essential staff will be on premises while
others work from home.
Environmental
In this day and age, people have become more aware and careful about their
environmental impact due to the series of natural disasters and impact of pollution on the planet.
There has been a shift towards using recyclable products to reduce waste which Easy Kit will do
to show situational awareness of the environment and attract customers.
SWOT
S
 Simple step by step instruction lead to
less stress for customer,
 A variety and interesting foods with
measured ingredients and recipe
 Home delivery of all required
ingredients
W
 No background infrastructure existing
 Recipe can be easily copied by
possible competitors,
 Lack of trust among the people.
9

 One stop shop for meals
O
 First mover advantage and Competitive
advantage for the innovative and
creative idea
 Increasing stay at home situations for all
in COVID-19 period.
 People are getting used to using online
shopping to fulfil their daily needs
 Ready for capital to expand business.
T
 Restaurants and grocery stores
offering delivery systems
 Ingredients wasted because of
temperature change for perishable
goods.
Porter’s Five Forces
Threat of new entry(low) – Capital requirements in this industry are fairly high for SMEs and
product differentiation is vitally important in the meal kit industry where the company offers
differentiated food bundle with recipes rather normal prepared food. It is also important to focus
on advertising and customer services in todays market thus expenditures and technology for
research and development costs are high for new entrants. All of these factors make for strong
barriers for new entrants therefore it is fairly difficult to enter. Easy Kit will face a low threat of
new entry if the company continually releases differentiated products. But there is a problem as
time goes on, other competitors can copy easily Easy Kit’s business model.
Bargaining power of suppliers(low) – Suppliers do not have much say in the prices of local
ingredients as there are many in the market with idential products making it theortically possible
for Easy Kit to switch easily. This weak bargaining power will make the company an important
customer for suppliers for the relationship is key for the business survival for both the supplier
and Easy Kit but the supplier must provide appropriate prices for avaliable product.
Whereas there are a lot of suppliers in the food industry, Easy Kit has fewer direct
competitors. Buyers have a little option to choose and not much control over prices. Therefore
buyers can’t switch easily to other options. It makes the buyer power a weaker force in industry.
When the buyer power is weak, it makes Easy Kit less competitive. But as number of
companies increase in the industry, buyer power will increase.
Threat of substitute products(medium) – There are numerous products in food industry
where customers can eat anything instead of ordering a meal kit such as home delivery from
10

restaurants. Easy Kit has to watch out for cheaper direct substitutes that become avaliable
because they will be competition. Easy Kit has to compete with differentiated products and
lower price than competitors in order to decrease threat of substitution by providing higher
quality and lower price, customers will choose the company.
Competitive rivalry (low) – There is very little rivalry among firms in food industry because
meal kit companies are very rare in Myanmar. There are no direct competitors as a meal kit
service but there are numerous food service in this industry. By targeting the existing customers
of these other services requires differentiation and and new recipes and high quality ingredients
to retain competitive advantage. Customers will looking for best taste with lower price and will
compare to other services. Therefore Easy kit must have this competative advantages in order
to prevent losing customers.
Values
Easy Kit has values to provide fresh and quality ingredients sourced sustainably from
farms and bring them to customers tables in a manner to make home cooking simpler and
approachable for all levels of cooks.
Brand Essence & Promise
Easy Kit’s entire brand is built on the principle of bringing the customer organic farm to
table ingredients to streamline their cooking experience. This requires sourcing produce from
farmers who grow small batch organic ingredients seasonally to ensure soil health and the best
possible growing conditions for quality goods. Along with buying meats from butchers and
fishermen who source their supply in sustainable methods to ensure food for future generations
and reduce global impact. By combining all these ingredients in a simple pre portioned system
allows for the customer to open the box and immediately start their cooking process. Easy Kit
promises constant innovation evolution of menus for current and future customers while
promoting sustainability and clean living with their products.
Brand Identity
Easy Kit’s brand identity is providing high quality farm to table sourced ingredients
hassle free to those wishing to learn how to cook and eat healthy at home.
Segment & Targeting
11

Finding the right market segment and targeting it in the appropriate manner plays an
important role for the commercial success of Easy Kit’s launch and future success.
Demographically, young professionals and fresh graduates between the ages of 18-25
who are just starting off in life after leaving home are busy and are usually not very good cooks.
These potential customers are willing to pay for the service to have meal subscription service
that provides all the necessary items and recipe required to prepare a home cooked meal
without the effort of going shopping. This is a step up from ordering takeout and provides them a
life skill that they can use for the rest of their lives and is significantly healthier as the younger
generation are more environmentally aware and conscious about their carbon footprint and
waste.
Positioning
For young professionals, and students who are wishing for readily prepared provisions,
Easy Kit is the meal subscription that provides fresh local produce and recipes to your door.
Unlike grocery stores and restaurant take out, our produce provides a simple but educative
system to teach new cooks how to prepare meals and allow for familial bonding as well as
passing on memories with a kit including pre portioned ingredients and a recipe guide.
7Ps
Product
Easy Kit’s meal plan provides a variety of seasonal based recipes in three levels of
easy, medium and difficult with options for each level for which gives customers a choice for
what best suits them. Each recipes comes with enough ingredients for two servings as the
business intends to not waste food, therefore food preparation is created with systematically.
Figure 1.5
Figure 1.6
Figure 1.7
Organic and fresh
ingredients are used by Easy
Kit combined with sauces and marinades that are not offered by competitors are packaged in
prepared boxes that are designed to be comfortable transported and insulated. Traditional and
local favorite recipes such as mont hin khar, mala xiang guo can be chosen along with
12