BUS3ENT Report: Healthy Bite - Organic Fast Food Business Plan

The report details a business plan for 'Healthy Bite,' an organic and healthy fast-food service targeting the Australian market. It begins with an executive summary outlining the business concept, projected revenues, and startup costs. The core of the report employs the Business Model Canvas to analyze key aspects, including customer segments (sports persons, high-income groups, and health-conscious individuals), value propositions (organic products, customer satisfaction), customer relationships (database, email marketing), channels (brick and mortar, mobile app, website), key activities (restaurant interior, standard recipes), key resources (human resources, supply chain), key partners (organic suppliers, digital partners), revenue structure (sales, goodwill), and cost structure (restaurant design, technology). A market analysis assesses the competitive landscape, industry trends, and target customer demographics. The report also covers operations and technology, emphasizing outsourcing for technology and in-house strategies for food preparation and sales. Financial planning is detailed, including startup and capital costs, and the conclusion summarizes the business's potential. The report's appendix provides additional supporting data.

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Entrepreneurship
[Type the document subtitle]
10/9/2019
student name

Entrepreneurship 1
Executive Summary
The purpose of the report is to provide new business idea that could be effectively successful in
the market, for which business model will be structured considering one of the tool that this
business model canvas. The new business idea that has been considered in the report is healthy
and organic fast food Service Company. The names of the company is healthy bite, which will be
providing food service through off-line and online mode, where the major objective is to increase
brand awareness and importance of shifting from fast food to healthy food items for Australian
population.
The industry is very competitive, as there are various global food chains who has built brand
recognition and brand loyalty among the Australian population like Burger King, McDonald’s,
and taco bell. Fast food market in Australia is quite expanded however the organic food within
this industry is not so saturated and the company may have the scope to expand.
Projected revenues or sales figures are estimated to be $50,000 for initial year which will
increase to 75,000 and 90,000 in preceding years. The startup cost and capital cost is estimated to
be 75,400 as startup cost and 70,000 for capital cost to be invested in usually in order to
implement the business plan.

Entrepreneurship 2
Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Business Model Canvas...................................................................................................................3
Customer Segments.....................................................................................................................4
Value Proposition........................................................................................................................5
Customer Relationships...............................................................................................................5
Channels......................................................................................................................................5
Key Activities..............................................................................................................................5
Key Resources.............................................................................................................................5
Key Partners.................................................................................................................................6
Revenue Structure........................................................................................................................6
Cost Structure..............................................................................................................................6
Market..............................................................................................................................................6
Operations and Technology.............................................................................................................9
Human Resources..........................................................................................................................10
Finance...........................................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
Appendix........................................................................................................................................17
Appendix 1.................................................................................................................................17
Appendix 2.................................................................................................................................20

Entrepreneurship 3
Introduction
Initiating a business venture requires various decisions to be made an analysis to be done in order
to assess if the new business idea is relevant and validate as per the environmental suitability.
The purpose of the report is to provide new business idea that could be effectively successful in
the market, for which business model will be structured considering one of the tool that this
business model canvas. Other than this the business plan will include planning pertaining to
operations and technology, financial planning, human resource and market analysis (Balmer &
Abratt, 2016).
The new business idea that has been considered in the report is healthy and organic fast food
Service Company. The name of brand is healthy bite, which will be providing food service
through off-line and online mode, where the major objective is to increase brand awareness and
importance of shifting from fast food to healthy food items for Australian population. One of the
key problems identified in Australian population is increasing obesity rate and increased fast
food options within the food industry, which reflect healthy food items as turn off the
opportunity for the company to introduce to the food industry of Australia (Calboli, 2015). Thus,
through interesting in healthy food options considering digitalization and technology as one of
the factor, the business model will be prepared accordingly in the report further.

Entrepreneurship 4
Business Model Canvas
Key partners
Organic raw
food suppliers
Delivery riders
Popular wallets
Digital partners
Key activities
Restaurant
interior
Standard recipes
Networking
Customer
support
Technology
updating
Sales promotion
activities
Innovative
designing
Value
propositions
Best quality food
100 percent
organic
Customer
satisfaction
Increased safety
Innovative food
options
Customer
relationships
Customer
database
Email marketing
Customer
engagement
Customer
feedback
Pre order option
Customer
segments
Sports persons
High income
group
Health conscious
population
Key resources
Human resource
Supply chain
Delivery system
Channels
Multichannel
distribution
Brick and mortar
Mobile
application
Website
Cost structure
Cost in restaurant designing
Revenue streams
Return on investment

Entrepreneurship 5
Cost in technology and
digitalization
Increase in sales
Increased goodwill
Customer Segments
The customer segments that are targeted by the company include Sports persons, High income
group, and Health conscious population. The reason being these customers are found to having
more concerned about the health and nutrition they are consuming. Thus this include sports
person, who are consuming what is best for their physical health, this may include for the
company to target this customer segment (Kaplan, 2015).
Value Proposition
Value proposition would include the day the business will create value for the customers. This
include using hundred percent organic products, by providing or offering best quality food to the
customers, increase safety that is concentrating towards health and safety while offering food,
innovative food option that is offering various range of food, and through increasing customer
satisfaction (Kumar et al., 2018).
Customer Relationships
This includes the ways to build customer relation, for which the key strategy would be to include
customer database, email marketing, customer engagement, customer feedback, and pre order
option (Sharma & Gautam, 2017).
Channels
Considering the channel through which the customers will be approached by the company
through this marketing plan will be Brick and mortar that this traditional approach of offering
through restaurant, mobile application and websites are the online channel option for healthy bite
through which they will be taking orders from the customer and delivering the food products at
their doorstep. Lastly, multi-channel distribution which would include ordering through online
mode how they were picking up the food products from the takeaway located along with the
restaurant (Chari & Feng, 2018).

Entrepreneurship 6
Key Activities
The activities this involves activities that are to be conducted through the business model of
healthy bite. These activities include restaurant interior which is working for attracting
customers, standard recipes development which will be working towards standardize taste and
quality, Networking that will be helping the business to build relations with suppliers, local
organic food producer, business partners. Providing customer support, faced promotion
activities, updating technology and innovative designing of restaurant an online portal will be
other key activities to be performed through this business model (Kotler & Keller, 2015).
Key Resources
Key sources required in order to implement the plan business implied you want to source, supply
chain and delivery system other than this the natural resources and operational resources.
Key Partners
The partners associated with healthy bite business would be organic raw food suppliers, popular
wallet in order to enhance online payment option for the customers, digital partners like website
developers, android and App Store in order to launch mobile applications, and lastly delivery
riders and delivery agents so as to enhance delivery system of the company.
Revenue Structure
Major sources which will be reflecting the revenue streams of healthy bite will be increase
goodwill increase in sales of goods and services and return on the investment.
Cost Structure
Measuring cost structure or the key activities which will require large costing are cost of
restaurant designing and cost of development of technology and digitalization (Nyberg et al.,
2016).
Market
Fast food market in Australia is quite expanded however the organic food within this industry is
not so saturated and the company may have the scope to expand. Some of the major fast food
chain that is working towards the health meal options include Taco bell that is a Mexican food

Entrepreneurship 7
chain. However, healthy bite would be targeting ready to eat food market considering each
product range concerned towards health and use of organic food material.
From the statistics it can be said that the market size is quite large in Australia, however the fast
food industry is found to be fully occupied, but considering the healthy food options there are
very few major companies focusing towards healthy fast food options (Mills, 2015).
The industry is very competitive, as there are various global food chains who has built brand
recognition and brand loyalty among the Australian population like Burger King, McDonald’s,
and taco bell. Other than this entry into this market is not very difficult as there are no major
barriers to entry, however the food chains have grown and created goodwill to launch an extent
for which entering this market could be easy but sustaining is very difficult.
The trends which can be reflected in the industry in near future can be analyzed from revenue
growth in this industry as presented below. It has been analyze that after 2020 the revenue
growth tends to be decreased call mum where is the major reasons maybe increase in obesity rate
in Australia, which can be one of the opportunity for healthy bite as it is offering healthy fast
food options (Menon & Edison, 2015).
Figure 1: Revenue growth (Source: (statista, 2019)
Marketing segmentation can be analyze on the basis of healthy and unhealthy food items, where
the positioning of healthy but it won’t be too what’s the hell the items and targeting the adult

Entrepreneurship 8
group. Other than this the below presented would of channel in Australian food and beverage
industry reflect that, the future train will be in favor of off-line fast food market as compared to
online (Pansari & Kumar, 2016).
Figure 2: Mode of channel in Australian food and beverage industry (Source : (statista, 2019)
Considering the target customers, in Australian population as per the statistics presented through
below graph it can be said that the users for food and beverage industry are expected to increase
to 7.6 million by 2023. This reflects an opportunity to target Australian population within this
industry for healthy bite. Other than this the statistics reflect that 41.8% of users among this
industry are found to be from 25 to 34 years of age, which could be one of the target customer
segment considered by healthy bite.
The key competitors in this market or Taco Bell, subway as one of the direct competitors and
some of the indirect competitor will includes McDonald and local restaurants.

Entrepreneurship 9
Figure 3: Users (Source: (statista, 2019) (in millions)
Operations and Technology
Considering operations and technology within the organization there are various aspects to be
considered like development of technology.
The major options for developing technology won’t be considered as designed by yourself or in
house sourcing instead of outsourcing. The major reason for selecting this option is to use
internal human resource and having control over the operations in case of designing by the
company itself (Pappas, 2016).
Evaluation and controlling of Technology is the major step to be taken within the plan for
operations and technology. This may include analyzing external and internal environment
regularly so as to update technology and come up with the technological change in case of any
change occurred in external environment that may affect the business.
Considering the production of service or product the combination of in-house and sub-
contracting will be considered. The reason being the preparation of food would be done through
in house strategy so as to maintain based on quality and working towards innovation and change
among the food options and food taste and preference by analyzing consumer feedback
(Schlegelmilch, 2016).

Entrepreneurship 10
Considering sales and distribution as one of the major part in operations of healthy bite, this
strategy that will be adopted would be a combination of in-house and distributors. The reason
being the company will be working with in-house strategy in order to increase sales and
marketing activities, however the services that is to reach out to the customers with the delivery
of ordered food won’t be done through sub-contracting that is to be partnering with delivery
agents as well, through this the business of healthy bite will be expanded at great.
The major resources that are required for development of the healthy bite operations and conduct
of business will be raw material, facilities and equipment’s, suppliers, competencies and skills,
land, furniture and restaurant designing appliances and other essential components that will be
used for everyday business like stationery (Petersen, 2015).
Laws and regulation will be affecting operations and technology of the company at large rate as
food and safety act will be applicable to the restaurant and production of food items. This may
also include intellectual property rights like trademarks, patents and copyrights which will
provide unique identity to the company (Safari et al., 2016).
The ethical consideration for healthy bite will include considering health and safety of the
customers who are visiting or ordering food from the company, says this can be one of the major
ethical issues. Other than this the consumption of resources like water and electricity will be
another ethical issue that company might have to address as the consumption of water in food
industry might be very high which may affect the sustainability of environment (Reid, 2015).
Human Resources
Most important resources which will eventually affect the company management and conduct of
business are Human resources. Human resource planning for this business plan will be a
transformational leaders and functional managers that will be working too would affect and
Management and another important department would be the technical manager global as the
company will be working towards online channel which require hi technical delivery system,
development of application on website and rapid change in technology and designing (Saebi &
Foss, 2015).

Entrepreneurship 11
The owners for this business plan will include entrepreneur who must reflect transformational
leadership skills so as to work towards innovation and change a great pace. The ownership
structure that is planned for healthy bite would be flat hierarchal structure In order to increase the
communication effectiveness and avoid any duplication of work (Rialp & Rialp, 2007).
Some of the major manpower required for conduct of business other than the owners identified
above, website developers, finance experts, marketing manager, delivery partners and delivery
persons will be most important employees that will be working in initial three years and reflect
the customer satisfaction. In order to provide compensation to the employees combination of
part-time employees and permanent employees will be considered. For instance in case of
delivery agents or delivery person’s part-time employees will be hired. The use of incentive
system will be applied in order to motivate employees and increase sales of the company.
Training will be provided in each department, for instance maintaining food standard by Chef,
training for technical team who will be handling online sales, training for delivery agent in order
to build customer relations (Russell, J.D & Hull, 2017).
The company‘s growth strategy would be product differentiation. The unique selling proposition
and for the company is to provide high-quality products where the quality will be managed by
tools like total quality management. Other than this as per the growth strategy innovation and
change will be the major criteria which will work towards new product development or product
innovation (beverland , 2016).
Finance
Financial aspects are one of the most crucial decision to be made as this include budgeting that
will reflect the start of cost for the business plan developed, investment sources and revenue
expected in next three years.
Projected revenues or sales figures are estimated to be $50,000 for initial year which will
increase to 75,000 and 90,000 in preceding years. Selling price per unit will depend upon the
variety of products offered to the customer which would be different for each product range,
however the new pricing strategy would be considered, that’s it can be said that the selling price
would be higher for each unit.