Business Plan Project: Ethio Catering Service in Melbourne, Australia

This assignment presents a detailed business plan for Ethio Catering Service, a proposed Ethiopian restaurant in Melbourne, Australia. It begins with an overview of the market feasibility, analyzing the target market size, growth rate, potential customer base, and external factors such as government regulations and industry dynamics. The plan also addresses barriers to entry for competitors. The human resource feasibility section outlines the required technical and management experience, ownership structure, manpower needs, employee compensation, motivation strategies, and training programs. The plan also details the company's growth strategy, quality management, organizational structure changes, and career paths for employees. The document concludes with a bibliography of relevant sources.

10/16/2017
Student Name
Ethio Catering Service Pty Ltd Is Based In Melbourne, Australian

3. Market Feasibility (where possible, please support this session with relevant facts and figures)
1. What is the size of the market?
The market size would target to tap in to 10% of Melbourne total population which 380,000 potential
clients per annum
2. What is the growth rate of the industry?
The expected growth rate of the business would be 15% per annum
3. Is the market at full capacity?
The market full capacity can be calculated by considering 25% of the total population therefore 950,000
customers per annum
4. Who and where are the customers?
Target customer would be medium income earning groups living within Melbourne city and its suburbs
5. Where are customers getting the product now?
Currently there is not Restaurant serving Ethiopian food in Melbourne making this a new concept
6. How many would purchase from you?
We target reaching out to 1% of Melbourne population accounts to 380,000 clients
7. What external factors come to bear? Government, Industry Dynamics
Health and safety Licencing, hardware, and human resource are the main factors which will influence the
businesses performance and acceptance by the target consumer.
8. What keeps new competition from entering this market? (Barriers to Entry)
The Restaurant would focus on serving traditional Ethiopian food which would require competitors to hire
cooks from Ethiopia or the Ethiopian community who are not commonly available. This will cost the
businesses high investment which would discourage them from stating up the similar businesses
6. Human Resource Feasibility (where possible, please support this session with relevant facts and
figures)
Major questions to be addressed:
1. What technical and management experience is required?
Food and beverage management experience and expertise are required to set up the business but more
importantly the business would require hiring Ethiopian cooks to prepare the Traditional Ethiopian cuisine.
The cooks would be outsourced directly from Ethiopia
2. Who are the owners and what are their roles? (Entrepreneur, Manager, Technical Expert)
The owners would also be part of the operations and will be responsible for managing the overall
business operations and management and will be responsible for coordinating all staff to meet market
expectations trends.
3. What is the ownership structure?
The business is a partnership between two friends.
4. What are the manpower requirements?
 How many employees will you need in the 1st, 2nd and 3rd years?
1st – 10 employees
2nd – 15 employees
3rd - 45 employees
 How will you find the right employees?

Employee shall be hired after interview have been performance to determine their qualifications, previous
work experience and overall knowledge of the industry and their roles they are being hired for
 How will you compensate employees (pay for time, for production, for knowledge, or a combination)?
Employees shall be paid a fixed salary and be offered additional payment for their overtime and any
incentives they may have secured.
 How will you motivate employees?
By offering them attractive incentives, bonus and appraisals as well as organizing entertainments parties
and other entertainment functions o celebrate different events.
 What training will they need on an ongoing basis?
All employees will require to be provided with additional training to improve their skills and understanding
of job roles. Training will also be offered to employees who want to expand their understanding of the
operations system thus allowing them to expand their kill’s sets making them more valuable for the
business.
5. What is the company’s growth strategy?
 How will quality be managed and maintained?
Quality shall be managed by having a quality control team in place that use physical evolution as well as
state of the art equipment to evaluate the quality of food being produced before packaging. Each batch
would be levels with a unique number thus allowing for it to be traced back to the quality control officer in
case of any breach n quality norms.
 How will organizational structures change with growth?
The organisation structure will change with growth by offering more managerial responsibility to the staff.
This would result in making them staff more independent which would help encourage self-dependence
and self-operation of the business without needing to have managers supervising the business operation.
 What career paths will employees have available?
Every employee has their own career path but the employee turnover rates can be influenced by
encouraging and understanding their needs. This makes me important for the business to encourage and
support employee career goal which would allow them to build a better bond thus helping them
recommend their friend and family to join the business and reduce employee turnover.

Bibliography
Blackburn, W., 2015. The Sustainability Handbook: The Complete Management Guide to
Achieving Social, Economic. 2nd ed. Washington: West Academic.
Kavanagh, M.J. & Johnson, R.D., 2017. Human Resource Information Systems: Basics,
Applications, and Future Directions. 4th ed. SAGE Publications.
Neves, M.F., 2014. The Future of Food Business: The Facts, The Impacts and The Acts.
Singerpore: World Scientific.
Pizam, A., 2012. International Encyclopedia of Hospitality Management. 2nd ed. Burmington:
Routledge.