Grab N' Go: A Business Plan for a Vietnamese Pork Roll Shop

The business plan outlines the strategy for Grab N' Go, a startup Vietnamese pork roll shop in Brighton Le Sands, Sydney. It details the business's positioning, targeting neighborhood families, students, and tourists with affordable prices. The plan includes market research, environmental analysis, and customer management strategies, including customer satisfaction and relationship building. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats. The plan also outlines marketing strategies such as social media and word-of-mouth, along with sales and financial objectives. Financial projections include startup costs, revenue targets, and profit margins, aiming for a successful launch and sustainable growth within the local community.

Grab N’ Go
Healthy, Crispy and Fresh

Brief Overview of Business
• Grab N’ Go is a takeaway Vietnamese pork roll shop that
will open as a start up with few tables for dining purpose.
• The business will be located in Brighton Le Sands in
Sydney with main product and services will include
numerous types of pork rolls, fresh rolls and drinks for its
probable consumers.

Plans to Enter in Market
• Grab n’ Go will be positioning itself as the ideal place of
eating with tasty pork roll, under a warmly service and
reasonable price environment.
• Grab n’ Go plans to enter in the market by using social
media, contracting famous blogger and with grand simple
cost saving strategy.
• Grab n’ Go will do this by offering quality home style fresh
pork rolls and drinks made with quality ingredients.

Attracting customer:
• To attract the customers Grab n’ Go will provide them
with quaint surrounding within the wood tables and
checkered table cloth.
• Grab n’ Go will provide its customers with a relaxed
atmosphere and when the customers would walk into the
store they will be greeted warmly with smiles just as they
are arriving in home.
• Grab n’ Go will maintain a quality of food and service as
this will help in appealing customers.

Target Markets:
• Grab n’ Go will target neighbourhood families of Brighton Le Sands with
an average cost of food ranging from $6.99 to $12. With reasonable and
lower price these customers would prefer the products of Grab n’ Go
over the competitors.
• High-end single students will be the part of Grab n’ Go target customers
as they have sufficient money to regularly eat outside.
• Sydney is highly attractive city for tourists and the location in Brighton
Le Sands will be advantageous for welcome tourists in summer and
winter. With affordable price and menu Grab n’ Go will be the choice for
tourists when they seek an eating place.

Environmental analysis: Market
research:
• The restaurant industry is regarded as diverse and large business. Sales of restaurant
industry is projected to reach $780.1 billion by 2022 with the increase of 2.5% over 2018.
• The market research is based on standard industry code. It involves establishment which
is largely engaged in offering food services to consumers that order, served while seated
and pay after eating.
• The customer taste, demographics and income of consumer drive demand as the
profitability can vary based on effective operations and higher volume of sales.
• The Australian food industry comprises of more than 580,000 restaurants having a
combined yearly revenue of greater than $500 billion.
• Major participants include McDonald, YUM Brands, Taco Bell, Olive Garden and Darden
Restaurants.

Market Trends
As per the National Restaurant Association, following are
the market trends for fast food industry in Australia;
• Seafood and meats that are sourced locally
• Locally grown produce
• Sustainability as the culinary theme
• Gluten-free allergy conscious items,
• Sustainable seafood and nutrition as the culinary theme.

Potential growth:
• The Australian customers spending on the services as the
indicator of restaurant sales, increased by 1.8 percent in
November 2018 in comparison to the same month in 2017.
• The average Australian retail price for diesel and regular gas that
influences the consumer spending on eating out has increased by
13.1% in comparison to the 9.3% in 2017.
• The Australian tourism expenses on food service and drinking
acts as the indicator for restaurant revenues which further
increased by 6.1% during the final quarter of 2019.

Customers believe on entering in
the market:
• The market change based on the consumer believe that
Grab n’ Go meals are home and healthier combined with
high quality eating atmosphere.
• This may appeal the present trends that are available in
market of food and offer menu selection that will appeal to
wide range of customer group.
• Grab n’ Go will position itself as the premier traditional
home-style restaurant and setting itself different from the
other competitors offering same service in the market.

Target Customers:
• Generation X that spends money on food or those that
prefers quick service and casual restaurants.
• Customers ranging from the age group of 28 to 40 years
that prefers eating out at least once in every week and
prioritizes fresh, natural ingredients.
• Another set of target customers are those that ranges
between age group of 18 to 30 years and are not digital
savvy as generation x counterparts who still pursues
review sites and social media.

Key customers:
• Families, generation X and Baby Boomer generations
• Larger groups and families
• Middle-class income levels that includes urban diners with
small children
• Diners that are largely influenced by locally sourced
choice of food.
• Travel destination tourists that are very likely to eat
outside with families
• Diners that are not influenced by social media and online

Customer management: Customer Satisfaction &
Customer Engagement
• Grab n’ Go has aligned itself with the needs of customers in order
to recognize the opportunities and generate customized, higher
quality foods which the consumers will find it valuable.
• As the part of Grab n’ Go customer management it will constantly
engage with customers to promote repeated sales.
• Grab n’ Go with the help of its service will hold the interest of
customers to regularly deliver great service that can permanently
cement a bond among the Customer service management and
client.

Relationship management
strategies
• Grab n’ Go will build relationship management strategy
for building a long-term investment and returns from
customers.
• Grab n’ Go will implement relationship management
strategies with skills and would build trust in the brand
which makes the customers return for more.
• Grab n’ Go will advocate its brand through the positive
word of mouth endorsement.

SWOT Analysis: Strength &
Weakness
Strength:
• Prime location that provide ease of access from the interstate
• With small size business, the owners believe that it can provide excellent
service by selecting its special markets when it is compared with big
competitors.
• Exceptional workforce with positive attitude.
Weakness:
• Recruitment and retention of quality employees
• Tighter margins would leave little margin of error

SWOT Analysis: Opportunities &
Threats
Opportunities:
• Small barrier to entry enables Grab n’ Go with immediate opportunities for
doing its business
• Offering additional facilities such as drinks will allow more customer
footfalls.
Threats:
• Increasing operational costs
• Creating and Maintaining sales volume
• Supermarkets and convenience stores

Competitors
• Hedarys Restaurant: This is a full service family restaurant that is established in 2007. The
200 capacity restaurant operates as the sole proprietor with 18 employees produces a sales
revenue of $800,000 yearly. The prices are higher and its average product ranges between
$12 to $20 per customer
• Barbeque Den’s: This is a sole proprietorship which mainly provides its customers with
barbeque item. Even though the food offering hardly competes directly with the subject, the
restaurant simply targets the same neighbourhood families and from 1990 has been
operating in the same location. The entree cost per person ranges between $9.99 to $15.99.
• Cracker Barrel: This is located along the interstate 30 and it is not located within the
target market area. Its menu offers home comfort food, the restaurant attracts identical
market and targets tourist’s business also. The entree cost per person ranges between
$10.99 to $18.99.

Advertisement:
• Event marketing: Grab n’ Go plans to join the local
chamber of commerce and would use their networking
services for grand opening.
• Word of Mouth: Grab n’ Go has the database for current
catering customers and would remain dependent heavily
on this method for attracting and growing its business.

Sales Strategy:
• The sales of Grab n’ Go is focussed on locals which is
dependent on the living habits and environment of nearby
residents.
• The sales strategy is based on customer service as Grab n’
Go goal is to provide a wonderful home-style meal with
improved customer service.

Promotional strategies
• Social media promotional strategies will be adopted for
connecting with the Facebook page and Instagram
application.
• Grab n’ Go aims at developing websites to provide its
customers with all required information and make
reservation through it.
• Word of mouth promotional strategy will be adopted for
spreading word of mouth as the cheapest source of
marketing program.

Sales and marketing objectives
• To offer quality meals to customers at an affordable price
with exemplary service.
• Attaining a coverage ratio of 1.00X for each items sold
• To attain the prime cost ratio of less than 65%
• To be the premier home-style restaurant in Sydney

Mission and vision statement
• The mission of Grab n’ Go is to offer its customers with
unique and relax dining experience such as dining at
home.
• The mission of Grab n’ Go is to not only create nutritional
tasting meals but also provide an efficient service because
customer satisfaction is paramount.
• The vision of Grab n’ Go is to spread its Vietnamese
cuisine reputation to the Australian people and strangers
in general.

Business Goals:
• The goals of Grab n’ Go is to be active in the local
community and plans to take an active role in marketing
area.
• Grab n’ Go will provide menu items in order to
incorporate quality ingredients at a reasonable price.
• Grab n’ Go will be mindful of customers wellbeing and
staff-treating. Hence, it will be mindful with everyone just
like one is at their home.

Financial objectives:
• The objective of business is to aim for annual five percent
increase in revenues
• Having a working capital of $50,000 for smooth flow of
operations
• Attaining a gross profit margin of more than 40% in the
first year of operations.
• Attaining a net profit margin of 10% in the first year of
operation

Start Up Cost
• The business estimates a required capital of around
$325,000 out of which $250,000 will be contributed by
owners and the rest of the amount will be obtained from
bank loan.
• The aim of the business is to pay all its debts within the
span of four years.
• The profit derived will be equally divided among the
owners.

Assumptions
• The price of meal will range between $7.99 to $15.00
• The target revenue is $350,000 in the first year of
operation
• With yearly increase in inflation of 3% the business
assumes its sales will grow by 10%.
• The restaurant will employ 8 employees in the first year of
operations.

Thank You