Business Essentials: Indian Lunch at Doorsteps Business Plan - UK

This report outlines a business plan for 'Indian Lunch at Doorsteps,' a venture focused on delivering nutritious and affordable Indian lunches to students and professionals in the Oxford Road area of Manchester, UK. The plan details the business idea, target audience, competitive analysis, and business objectives, emphasizing customized tastes and convenient delivery. A PESTEL analysis identifies external factors influencing the business, while a launch event strategy aims to generate awareness and attract customers. The marketing plan incorporates a 4Ps approach (Product, Price, Place, Promotion) to maximize sales and achieve market penetration. The report also includes a budget for the launch event, highlighting costs and potential revenue streams, ultimately aiming for expansion and brand establishment within two years.

BUSINESS ESSENTIALS
OWN BUSINESS- INDIAN LUNCH AT DOOR STEPS
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Table of Contents
TASK 1...............................................................................................................................3
PART A..............................................................................................................................3
BUSINESS IDEA............................................................................................................3
TARGET AUDIENCE.....................................................................................................4
CUSTOMER’S NEED....................................................................................................4
COMPETITORS OF LUNCH BOX AT DOOR STEPS..................................................4
PART B..............................................................................................................................5
OBJECTIVES OF BUSINESS.......................................................................................5
FORMS OF OWNERSHIP.............................................................................................5
TASK 2...............................................................................................................................6
TASK 3...............................................................................................................................7
PART A..............................................................................................................................7
LAUNCHING OF EVENT...............................................................................................7
PART B..............................................................................................................................8
TASK 4...............................................................................................................................9
MARKETING OBJECTIVE.............................................................................................9
TARGET MARKET.........................................................................................................9
MARKETING MIX........................................................................................................10
REFERENCES................................................................................................................11
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TASK 1
PART A
In this report a business idea of delivering the Indian lunch boxes at the doorsteps of
students located at Oxford Road, Manchester, UK. A small food caravan will be opened
that will be preparing Indian food for the students at the campus as well as the places
near campus where students reside.
BUSINESS IDEA
This business idea will serve the students a variety of nutritious and healthy Indian food
during lunch hours at doorsteps. The lunch boxes will be made on orders in advance
and will be delivered to the customers on desired time at their doorsteps or at their
universities where they desire to have. This is highly feasible as there are fewer
competitors who serve Indian food. It will render better future prospects and
opportunities to expand later in other areas too. Initially, we will start our business at
Manchester later we will plan to expand to other areas too and will customise the taste
according to the demand of customers which will render a new edge for our business to
be popular and profitable ensuring the growth. The diversity of Indian food will drive the
interest of the people towards Indian food and will operate through the means of online
as well as phone booking orders and then deliver the food via direct distribution at their
doorsteps (Agarwal and Singh, 2016).
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TARGET AUDIENCE
The target audience of the business will cover the students of London especially those
who come from India, Afghanistan, Pakistan and other nations that have more
preferences towards the Indian food (Agarwal and Singh, 2016). This will help to cover
the customers like students who require nutritious and healthy lunch at their doorsteps
that to at very affordable prices with different spices variants and an array of different
cuisines depicting all shades of India. The target audience will also cover the
professionals and the people in jobs that will receive the Indian lunch boxes at their
offices and workplace.
CUSTOMER’S NEED
As the students who study and the people who work in London require a healthy diet so
the Indian lunch will help to serve them the desired at the affordable cost. The new
business venture will help to meet the cravings of Indian food among the students and
the employees that have less preference towards western food culture. The lunch will
aim to cater to the variety of tastes as it will include a variety of vegetarian as well non-
vegetarian food cuisines meeting the needs of different types of customers from
different cultures and nationalities (Fan, et al. 2015).
COMPETITORS OF LUNCH BOX AT DOOR STEPS
The main competitors will include the Ziya Asian Grill, Rajdoot tandoori and Indian Tiffin
Room as they also provide a variety of Indian food. But our business will render
authentic taste and will also customise the taste according to the preferences of the
customers and will render lunches on time and at desired address (Tomlinson, 2013).
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PART B
OBJECTIVES OF BUSINESS
The main objectives of new venture Indian lunch at doorsteps covers the followings
(Fan, et al. 2015):
 To expand the market share of food market by delivering unique and customised
tastes
 To capture the other areas and countries with time and expand the venture in
next two years
 To create a brand of Indian lunch at doorsteps by generating awareness and
creating strong customer base be satisfying them.
 To increase profits and deliver nutritious and healthy lunch at affordable prices.
FORMS OF OWNERSHIP
For a business venture to be successful different ownership options are available that
includes sole trader, joint venture, partnership and cooperative businesses. According
to the demand and needs, this business will go forwards with sole proprietorship that
will have a single owner as it does not require many funds and the risk is also minimal
(Tomlinson, 2013).
This business can prosper single headedly so it avoids partnerships and other forms of
ownership. Some advantages that guided this ownership decision of sole owner are as
under:
 It renders better chances for our business to grow and expand the business and
no delegation will be required.
 Sole ownership will render better profits and will also lead to high authority as no
partner’s involvement will be required.
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TASK 2
In order to analyse the external factors that will affect my business and its operations, a
PESTEL analysis will be conducted with context to the Indian Lunch at doorsteps which
will be opened at Manchester, UK (Tomlinson, 2013).
Political Economic
 Sole burden to pay tax as it is a new
venture
 Due to Brexit which led to referendum
event has sent the students to their
respective nations
 Due to the rising inflation, the impact
has created on the purchasing power
 Financial crises have led to decreasing
in profitability and growth
Social Technological
 The changes in the tastes and
preferences will always create a
dynamism in our business
 Different cultural and values norms
will affect the business (Zhang, et al.
2013)
 The changing technologies may hinder
its marketing technique.
 The method of online ordering and
different cooking machinery will help
the business to grow.
Environmental Legal
 To ensure no impact on the
environment the waste disposal
should be done in an effective way
 The recycling process will be adhered
to maintain sustainability
 The changing regulations and
legislation of the government should
be followed and keep updated to run
the business ethically (Aguilera and
Crespi-Cladera, 2016)
 The laws relating to food safety and
hygiene should be followed
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TASK 3
PART A
LAUNCHING OF EVENT
We will organise an event for the students of nearby universities and for the working
community that will focus on generating the awareness about this new business and will
thus help to attract our target population and retaining them for our business. The event
will invite all the students, professionals and the working people from University of
Manchester and other nearby universities that will be rendered information about the
new lunch box services at their doorsteps and will be acknowledged with pamphlets and
brochures distributed to them so that it leaves a long-lasting impact on them and will
deliver better message to them (Schneider, 2015).
Indian Lunch Box at doorsteps will aim to render basic information about their new
business that will depict their core focus on the students and working people who need
nutritious and mouth-watering Indian food and taste to satisfy their tummies. In this
event, the estimated crowd of 200 is expected that will be rendered food sample to taste
and get attracted to it so that they will take our services in future. The online ordering
and other facilities of delivering at doorsteps on time will be informed to them and a
small brief about the menu and other varieties will also be rendered to them. Through
delicious offerings of the food sample, we can conquer the wide array of target
customers and will help to prove distinctness from the other competitors (Zhang, et al.
2013).
Some stalls will also be opened that will present other Indian cuisines apart from the
free samples that will help in bringing about more revenues and will help in stabilising
the different tastes in the customers about all other offerings authentic way. The taste of
India from south, north, east and west will be rendered such that the business objective
to render nutritious and healthy food at affordable prices can be fulfilled (Schneider,
2015).
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PART B
A budget needs to be prepared for organising the above event which will be visited by
approx 200 people who will be from nearby universities. This will also include the cost of
free food sample and the brochures and pamphlets distributed that will be rendered by
Indian Lunch Box at doorsteps (McKenzie, 2017).
ACTIVITIES AND FACILITIES AMOUNT
FOOD STALLS £1500
DECORATION £700
MARKETING £2500
FOOD SAMPLES £5000
PARKING ESTABLISHMENTS £1500
SOCIAL MEDIA ADVERTISING £30000
WATER BOTTLES £3000
BROCHURES AND PAMPHLETS £4500
TOTAL COST OUTFLOW £48700
CASH INFLOW DUE TO FOOD STALLS
OFFERINGS PURCHASES
£ 33000
TOTAL INFLOW £ 33000
TOTAL CASH BUDGET REQUIRED £15700
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*NOTE: Costing is estimated on basis of 200 person’s footfall at the event in total.
TASK 4
MARKETING OBJECTIVE
The new business Indian lunch box at doorsteps is established with core motive to
expand at every location within 2 years by expanding its operations and outlets so that
the students and the working people may get benefit from the nutritious and healthy
Indian food at their doorsteps at affordable prices. For effective positioning in the food
market, it will employ the social media advertising and will also approach the target
audience by the advertisements, brochures and pamphlets that will help in achieving the
business objectives. It will cater the taste of India from all its regions across the UK and
will keep the nutrients and health supplements injected in its lunch that will cater taste
as well as the health of the students and professionals (Armstrong, et al. 2015).
The marketing objectives of the Indian Lunch Box at doorsteps will involve:
 To enhance the customer satisfaction by supplementing the required nutritious
values and intakes
 To establish and promote the brand image in the market so that further
expansion in other areas is possible.
 To render customisation in taste according to the needs so as to retain loyal and
satisfied customer base (Tomlinson, 2013)
 To achieve profitability and financial goals by fulfilling the needs of customers
TARGET MARKET
The target market that the Indian lunch box at doorsteps can capture is the students
and professional’s base that are usually stuck at work and study bring noon by catering
nutritious and healthy Indian food of different tastes and varieties that can even be
customised. The segmentation of the market is done on the basis of the taste and
preferences and the age of the people. The occupation is taken as a major base that is
targeted by it t render all tastes of India in an affordable range that will render
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convenient solution to the people especially those who come from outside the UK and
have Indian taste preferences (Dudin, et al. 2015).
MARKETING MIX
In order to maximise the sales of this business a combination of 4Ps will be employed
that will include the product, price, place and promotion. Each P will be balanced such
that efficiency in business is achieved and profits can be maximised.
Product
In order to satisfy the wants and desires of the customers who crave for Indian food, we
will render the best variety of Indian lunch box that will contain balanced nutritional
value catering food. With an array of taste from north, south, east and west part of India
(Armstrong, et al. 2015). The north Indian thali, the South Indian food like dosa and
flavoured idli, the Rajasthani thali and Gujarati food from west of India, and eggplant
and green leafy vegetables including chhole bhature from the east of India will be
served.
Place
Initially, the caravan will be opened at the Manchester University, London that will be
then further expanded in near 2 years. This will attract the student’s attraction and then
it will lead to more publicity in other areas too with time (Fan, et al. 2015).
Price
Prices will be kept so nominal in beginning to attract the major customer base. The
penetration pricing strategy will be adopted so as to penetrate the market and take
advantages later (Armstrong, et al. 2015).
Promotion
In order to trap the attention of the students and the working employees at nearby areas
of Manchester continuous social media campaigns will be carried out and also the
printed media will also be employed as means of promotion technique so as to render
better impact on the customers rendering an expanded customer base.
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REFERENCES
 Agarwal, S. and Singh, R., 2016. 21 Corporate social responsibility practices in
the Indian food industry. A Stakeholder Approach to Managing Food: Local,
National, and Global Issues, 4, p.297.
 Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for
business intelligence through the lens of a marketing mix. Big Data Research,
2(1), pp.28-32.
 Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an
introduction. Pearson Education.
 Aguilera, R.V. and Crespi-Cladera, R., 2016. Global corporate governance: On
the relevance of firms’ ownership structure. Journal of World Business, 51(1),
pp.50-57.
 Dudin, M., Kucuri, G., Fedorova, I., Dzusova, S. and Namitulina, A., 2015. The
innovative business model canvas in the system of effective budgeting.
 McKenzie, D., 2017. Identifying and spurring high-growth entrepreneurship:
experimental evidence from a business plan competition. American Economic
Review, 107(8), pp.2278-2307.
 Schneider, J., 2015. 10 Tactics for Launching a Product Using Social Media.
Harvard Business Review.
 Zhang, Z., Zhang, Z., Wang, F., Law, R. and Li, D., 2013. Factors influencing the
effectiveness of online group buying in the restaurant industry. International
Journal of Hospitality Management, 35, pp.237-245.
 Tomlinson, I., 2013. Doubling food production to feed the 9 billion: a critical
perspective on a key discourse of food security in the UK. Journal of Rural
Studies, 29, pp.81-90.
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