Aybike Çeltikçioğlu Ece Çetinkaya Mine Güzel Seray Usta Özgü Yıldırım Gökçe İliklier...

Aybike ÇeltikçioğluEce Çetinkaya

Mine GüzelSeray Usta

Özgü YıldırımGökçe İl iklier

Business Plan

Our Team Members

Network Diagram

Company Overview

Introduction

Mission Statement

Market and Products

Main Products

Objectives

Company Overview

Start-up company in the form of a corporation

A walk-up, vending machine type fast food restaurant located

in Istiklal Avenue in Taksim, Istanbul.

Food sold through machines & customers just need to insert

their money into the slots to receive hot and fresh food

instantly

Wide range of fast food such as hamburgers to traditional

Turkish dishes

Moderate quality, reasonable price, convenient location,

small portions (snacks)

https://www.youtube.com/watch?v=7hoVdnsi2dg



Mission Statement

Bi’Lokma's mission is to bring together a variety of

fast food dishes combined with the best selections

from the Turkish cuisine for those who seek quality,

affordability and convenience and to offer an

innovative and even faster way of eating, creating

the ultimate unique eating experience.

Market and Products

Innovative system Offers instant access to food without having to wait

for it to be prepared

Target Market Men & women between the ages 15-40 Business people / Students / Tourists Middle & Upper-middle income level Living in urban areas Have shortage of time

Main Products

Hamburger Cheeseburger Chicken Burger Fries Hotdog Sandwiches Chicken Wings Wraps Nuggets Döner Wrap Çiğ Börek Kibbeh Croquets Pizza (Slice)

The concept of the stores

Self-service not suitable for people looking for a

restaurant type service

Only one bar not suitable for people who want to spend long hours

Boundaries

Expand within Turkey (other locations in

Istanbul, Ankara, Izmir & Antalya)

Especially to locations near offices

After the first 2-3 stores franchise

Exit strategy Sell to a larger company

Objectives

Service Description

Introduction

Description

Market Comparison

Product and Service Description

People try to catch up fast passed lifeTendency towards fast food industry has

increasedBi’Lokma meets with people needs and wants by

its well-organized system

Description

Vending machine type fast food restaurant

Appeals customers from young to old like snacks, employees and students ,the ones prefer street foods

Offers hot and instant snacks, such as; hamburgers, fries, chicken wings, croquets…

Serves customers by their act of inserting coins

Description cont’

How the process works?1. Customers choose their snacks from the automat.2. They insert coins into the machine slots of the snack

that they want.3. If they desire, they can make the combination of snacks

as menu, buy beverages and desserts from counter too.4. Enjoy their freshly cooked delights in minutes.

Description cont’

The system is little bit different in terms of operating;o There are 3 cooks (shift-working) behind the machine, but they

cannot be seen by customerso They are responsible with the sustainability of the systemo A new snack, takes the purchased one place immediately

Bi’Lokma differs itself;o by having a wide-range of instant snacks from International cuisine

to Turkish cuisine includes traditional foods such as kibbeh and çiğ börek

o with the feature of providing snacks in minutes

Customers can combine snacks as a menu, buy desserts and beverages from counter too

Market Comparison

“In 2013 fast food witnessed good current value

growth, demonstrating the second most dynamic performance in current value terms in consumer foodservice in Turkey.” (EuroMonitor

International) Advantages of Bi’Lokma;

o Individuals tendency and accessibility to fast food service

o increasing trendso changing life-styles

Market Comparison cont’

Many competitors, but major ones are the most popular fast food chains such as; Burger King, Arby’s and Popeyes

Also local brands such as; Bay Döner, Simit Sarayı and Etiler Marmaris which are located in Taksim/İstanbul

Bi’Lokma can compete with these restaurants with its wide range&size of snacks, fast service and unique technological system

Industry and Marketplace Analysis

Industry Analysis

Why Bi’Lokma will be succesful in Turkey?

What are the potential concerns and challenges in Turkey?

Marketplace Analysis Turkish Fast Food Market

Customer Analysis

Competitor Analysis

Industry Analysis

Why Bi’Lokma will be succesful in Turkey?

New type of fast food style (using vending machine) and

time saving (faster than other chains)

Fast food has good current value growth (%15) in

Turkey.

Prices are cheaper than other fast food chains.

Choose the right location.

Economic and political stability is expected to get a

better shape.

What are the potential concerns and challenges

in Turkey?

High competition in fast food chains. Unique, innovative, reasonable prices

People may not adapt the vending machines. In the first one or two weeks, we will assist the customers

Turkish customers started to spend their leisure time in

shopping malls. İstiklal Avenue is always a popular and crowded street

Industry Analysis cont’

Marketplace Analysis

Turkish Fast Food Market:Destinations for craving for Fast Food &Quick bite Increasing demand for western-style fast food outletsCheap & moderate qualityFamilies with children, singles and young couples Crowded areas such as popular streets Medium income level city peopleChanging Life habits Fast life & Late Night Life (eating after parties)White-collar workers in offices who needs to be quick

Customer Analysis

Turkish Fast Food Industry:

Targets children, young population and people who

work and do not have too much time for a long lunch or

dinner.

Turkish people want to get their delicious meal with the

possible cheapest price.

Having a tendency to eliminate unnecessary

time of meal preparation and spend less time on lunch.

Students who are representing the young population

in Turkey

Business people who are suffering from lack of time

for lunch

People who enjoy late nightlife in İstanbul and prefer to

eat something late at night

Tourists in İstanbul (İstiklal Avenue)

Competitor Analysis

Direct Competitor Big fast food chains Burger King, Arby’s, Popeyes

(TAB Gıda – Highest market share)Local brands Bay Döner, Etiler Marmaris, Simit

Sarayı, Kızılkayalar

Indirect Competitor Vending Machines, buffets, street food

Competitive Advantage of Bi’Lokma Unique Operating System; Vending Machines

Marketing Strategy

Target Market Strategy

Product/ Service Strategy

Pricing Strategy

Distribution Strategy

Advertising and Promotion Strategy

Sales Strategy

Target Market Strategy

Customers who have limited amount of time for eating

in any period of the day

15-40 years old men and women, students or busy

working people

Tourists

People who wants to have a snack at night

Middle and upper-middle income

Product/Service Strategy

Main focus is time

Differantiation - giving faster service

Instant availability and fast service

Also hygienic

Different choices for different types of customers, also

drinks and desserts

Weakness is the lack of change in our products,

standardization

Only a bar for eating in BiLokma, but we aimed the

customers who prefer to buy take-away foods.

Pricing Strategy

Low-price strategy

Lowest prices among big competitors

But not too low, quality issues

There is only a bar, we have to set lower prices to

attract fast-food restaurant customers

Target middle and upper-middle class customers, who

give importance to price and at the same time prefer

hot snacks instead of junk foods

Distribution Strategy

Intensive distribution which means marking the

product available for sale through all possible

channels of distribution

Agreements with different suppliers and ingredients

will come to the storage by suppliers

Well-known, local suppliers like Pınar and Sütaş

Products will preapare instantly by an employee and

put to the automat for easily taken by customers

Advertising and Promotion Strategy

Social media

Twitter – WOM- funny and interesting campaign

#bilokmayeter, #bilokmamutluluk

New and unique experience for customers

Focus cheap prices and fast service in advertisings

Facebook and Instagram accounts

Bilboards in main places of İstanbul

Instagram,Vine fenomens

No TV or other printed media

Sales Strategy

Store selling

No online selling or other channels

Application and website to inform people about our

products and prices

The main issue in vending machine type restaurant is

people will do buying by themselves

Just hire one sales person who work in counter

Marketing and Sales Forecast

We are expecting a 10% increase in sales revenues

annually over the next 5 years.

2015 – 571,500.00 TL

2016 – 628,650.00 TL

2017 – 691,515.00 TL

2018 - 760,666.50 TL

2019 – 836,733.15 TL

Price ListProducts Price Products Price

Hamburger 5.5 TL Crispy Chicken 4.25 TL

Cheese burger 5.75 TL Crocket 3.5 TL

Chicken burger 5 TL Kibbeh 4 TL

Döner wraps 5.5 TL Çiğ Börek 3.5 TL

Chicken wrap 4.5 TL Hotdog (Mini) 3.5 TL

Fries 3.5 TL Sandwich Veggie 3.25 TL

Nuggets (2 pcs) 3.25 TL Slices of pizza 3.75 TL

Chicken wings 4.25 TL Cheese souffle 3 TL

Marketing and Sales Forecast

The following table shows expected Sales Forecast for the next 5 years:

SALES FORECAST (first year)

Sales # of units sold/day

Avr. Unit price

Daily sales (TL)

Monthly (TL)

Yearly (TL)

Vending Machine Sales

250

4.40

1,100.00

33,000.00

396,000.00

Counter Sales 150 3.25

487.50

14,625.00

175,500.00

Total Sales 400 -

1,587.50

47,625.00

571,500.00

ANNUAL SALES VOLUME FORECAST

2015 2016 2017 2018 2019

Vending Sales 250 275 303 333 366Counter Sales 150 165 182 200 220

Total Sales Volume

400 440 484 532 586

Forecasts

2015 2016 2017 2018 20190

100

200

300

400

500

600

700

250275

302.5332.75

366.025

150165

181.5199.65

219.615

400

440

484

532.4

585.64

Annual Sales Volume Forecast

Vending Sales Counter Sales Total Sales Volume

Sale

s Vol

ume

Forecasts

ANNUAL REVENUE FORECAST (TL)

Annual Sales Forecast 2015 2016 2017 2018 2019

Vending Machine

Sales

396,000.00

435,600.0

0

479,160.0

0

527,076.0

0

579,783.60

Counter Sales

175,500.00

193,050.0

0

212,355.0

0

233,590.5

0

256,949.55

TOTAL SALES

571,500.00

628,650.0

0

691,515.0

0

760,666.5

0

836,733.15

Monthly 2015 2016 2017 2018 2019Marketing Expenses Bilboard Advertisement 500 6000 6000 4800 3000 0Magazines Advertisement 300 3600 0 0 0 0Social Media Advertising 200 2400 2400 2400 3600 3600Total 1000 12000 8400 7200 6600 3600

Insurance & Taxes 700 8400 8400 8400 8400 8400Rent 20000 240000 240000 240000 240000 240000Total 20700 248400 248400 248400 248400 248400

Salaries & WagesAdministrative Salaries 0 0 0 0 0 0Cook (3 person) 3000 36000 36000 40800 40800 40800Counterman 975 11700 11700 12600 12600 12600Total 3975 47700 47700 53400 53400 53400

Supplies 4800 57600 63360 69696 76665,6 84332,16Utilities 2000 24000 24000 24000 24000 24000Total 6800 81600 87360 93696 100665,6 108332,2TOTAL 32475 389700 391860 402696 409065,6 413732,2

SELLING, GENERAL AND ADMINISTRATIVE EXPENSES (in TL)

Operations

Operations Overview

Operating Strategy

Scope of Operations

Operations Overview

Run the business very similar to other fast food restaurants services

Delivers value by offering instant snacks for low cost in less time through our automat system

Operation process includes procurement of supplies, small based restaurant production, managing products and services and sustaining the continuous process of hot snacks.

Comparative advantages; service differentiation and best-on-time performance

Operations Strategy

Fulfills our marketing strategy by using

operations;o We provide value for customers by our well-managed

automat system, cooked delicious products and continuous and fast service

o We win in the marketplace on the dimensions of cost which is considerably low towards our competitors, wide range of products, and fast service which is less time consuming.

Scope of Operations

Our operations can be described under the scope of fast food service

Bi’Lokma makes production by using ingredients which are supplied from well-known suppliers and sells them to customers

To systemize the service of automat and counter; We hire three talented and dexterous cooks who will

work behind the machine and

One counterman who will work in the counter

Development Timeline

1 June 2015 – 22 June 2015Begin and complete legal work to

establish corporation

15 June 2015 – 22 June 2015 Find store in Taksim/Istanbul

25 June 2015 – 27 July 2015Purchase necessary equipment &

furnish store

28 July 2015 – 3 August 2015Decide on where to acquire the

food & purchase necessary food & materials

3 August 2015 – 17 August 2015Hire three cooks and one

counterman

3 August 2015 Start marketing activities

24 August 2015 Opening date

Management

Management Team

Company Organization

Management Team

CEO – Ece Çetinkaya

CMO- Gökçe İliklier, Özgü Yıldırım

CFO – Aybike Çeltikçioğlu

COO - Seray Usta, Mine Güzel

Organizational Chart

CEO Ece Çetinkaya

CFOAybike

Çeltikcioğlu

CMOÖzgü

YıldırımGökçe İliklier

COOSeray UstaMine Güzel

Company Organization

Start-up CompanyFunctional Structure CorporationNo hierarchy 6 share-holders Investors (151,000 TL)Profits equally divided

Summary of Financials

Financial Plans – Yearly Projections

Income Statement

Balance Sheet

Cash Flow Statement

Start-up Costs

Break-Even Analysis

Goal Seek

Financial Plan

2015 2016 2017 2018 2019 2020Sales 571.500,00 628.650,00 691.515,00 760.666,50 836.733,15 920.406,47 cogs 57.150,00 62.865,00 69.151,50 76.066,65 83.673,32 92.040,65

0,10 0,10 0,10 0,10 0,10 0,10 gross profit 514.350,00 565.785,00 622.363,50 684.599,85 753.059,84 828.365,82

opex 557.700,00 585.585,00 614.864,25 645.607,46 677.887,84 711.782,23

EBIT 43.350,00 - 19.800,00 - 7.499,25 38.992,39 75.172,00 116.583,59

depr 18.500,00 19.055,00 19.626,65 20.215,45 20.821,91 21.446,57

EBITDA 24.850,00 - 745,00 - 27.125,90 59.207,84 95.993,91 138.030,16

Interest 10.000,00 11.054,50 10.009,86 6.366,67 -

PBT 43.350,00 - 29.800,00 - 3.555,25 - 28.982,53 68.805,33 116.583,59

Tax 8.670,00 - 5.960,00 - 711,05 - 5.796,51 13.761,07 23.316,72

Net Income 34.680,00 - 23.840,00 - 2.844,20 - 23.186,03 55.044,27 93.266,87

Bi'Lokma CompanyIncome StatementYearly Projections

2015 2016 2017 2018 2019 2020Cash 154.300,00 154.300,00 154.300,00 154.300,00 158.832,94 265.113,17 Account Receivables 175.000,00 192.500,00 211.750,00 232.925,00 256.217,50 281.839,25 Inventory 57.600,00 63.360,00 69.696,00 76.665,60 84.332,16 92.765,38 Other Assets - - - - - -

Fixed assetstangible fixed assets 92.500,00 92.500,00 92.500,00 92.500,00 92.500,00 92.500,00 Acc Dep 18.500,00 - 37.555,00 - 57.181,65 - 77.397,10 - 98.219,01 - 119.665,58 -

Total Assets 460.900,00 465.105,00 471.064,35 478.993,50 493.663,59 612.552,21

LiabilitiesFinancial Liabilities 100.000,00 110.545,00 100.098,55 63.666,67 - - Trade Payables 175.000,00 192.500,00 211.750,00 232.925,00 256.217,50 281.839,25 Other Liabilities - - - - - -

Shareholders EquityPaid in Capital - - - - - - Retained Earnings /Loss 220.580,00 185.900,00 162.060,00 159.215,80 182.401,83 237.446,09 Profit for the period 34.680,00 - 23.840,00 - 2.844,20 - 23.186,03 55.044,27 93.266,87

Total 460.900,00 465.105,00 471.064,35 478.993,50 493.663,59 612.552,21

Bi'Lokma CompanyBalance Sheet

Yearly Projections

2008 2009 2010 2011 2012Net Income 23.840,00 - 2.844,20 - 23.186,03 55.044,27 93.266,87 Depreciation 19.055,00 19.626,65 20.215,45 20.821,91 21.446,57

Change in Account Receivables 17.500,00 - 19.250,00 - 21.175,00 - 23.292,50 - 25.621,75 - Inventory 5.760,00 - 6.336,00 - 6.969,60 - 7.666,56 - 8.433,22 - Other Assets - - - - - Trade Payables 17.500,00 19.250,00 21.175,00 23.292,50 25.621,75 Other Liabilities - - - - -

Cash Flow from Operations 10.545,00 - 10.446,45 36.431,88 68.199,62 106.280,23

tangible fixed assets - - - - - Cash Flow from Investments - - - - -

Financial Liabilities 10.545,00 10.446,45 - 36.431,88 - 63.666,67 - - Paid in Capital - - - - -

Cash Flow from Financing 10.545,00 10.446,45 - 36.431,88 - 63.666,67 - -

Change in Cash - 0,00 0,00 4.532,94 106.280,23

Cash flow w/o financing 10.545,00 - 10.446,45 36.431,88 68.199,62 106.280,23 previous cash 154.300,00 154.300,00 154.300,00 154.300,00 158.832,94

deficit/surplus 143.755,00 164.746,45 190.731,88 222.499,62 265.113,17 Min cash 154.300,00 154.300,00 154.300,00 154.300,00 158.832,94 previous loan 100.000,00 110.545,00 100.098,55 63.666,67 -

110.545,00 100.098,55 63.666,67 4.532,94 - 106.280,23 - Financing needs 110.545,00 100.098,55 63.666,67 - -

Bi'Lokma CompanyCash Flow Statement

Yearly Projections

Start-Up Expenses AmountGraphic Logo and Name Creation 1.000 TLPermits + Lease Deposit 1.500 TLOutdoor Sign 1.000 TLWorking Capital 150.000 TLBuilding Improvements 5.000 TLTotal Start-Up Expenses 158.500 TL

Start-Up AssetsWalk In Cooler 16.000 TLSmall Kitchen Appliances 15.000 TLKitchen Small wares 1.500 TLHeated Vending Machine 50.000 TLChange Machine 10.000 TLTotal Start-Up Assets 92.500 TL

Total Required Start-Up Costs 251.000 TL

Break-Even Analysis

124.200,00 3,00 3,20 3,40 3,60 3,80 4,00 4,20 4,40 4,60 4,80 5,0020000 -183800 -179800 -175800 -171800 -167800 -163800 -159800 -155800 -151800 -147800 -14380030000 -157800 -151800 -145800 -139800 -133800 -127800 -121800 -115800 -109800 -103800 -9780040000 -131800 -123800 -115800 -107800 -99800 -91800 -83800 -75800 -67800 -59800 -5180050000 -105800 -95800 -85800 -75800 -65800 -55800 -45800 -35800 -25800 -15800 -580060000 -79800 -67800 -55800 -43800 -31800 -19800 -7800 4200 16200 28200 4020070000 -53800 -39800 -25800 -11800 2200 16200 30200 44200 58200 72200 8620080000 -27800 -11800 4200 20200 36200 52200 68200 84200 100200 116200 13220090000 -1800 16200 34200 52200 70200 88200 106200 124200 142200 160200 178200

100000 24200 44200 64200 84200 104200 124200 144200 164200 184200 204200 224200110000 50200 72200 94200 116200 138200 160200 182200 204200 226200 248200 270200120000 76200 100200 124200 148200 172200 196200 220200 244200 268200 292200 316200130000 102200 128200 154200 180200 206200 232200 258200 284200 310200 336200 362200140000 128200 156200 184200 212200 240200 268200 296200 324200 352200 380200 408200150000 154200 184200 214200 244200 274200 304200 334200 364200 394200 424200 454200160000 180200 212200 244200 276200 308200 340200 372200 404200 436200 468200 500200

# of u

nits

sold

from

Ven

ding

Mac

hine

Av. Price per unit from Vending Machine

Goal SeekInitial ProjectionRevenue

# of Units sold from Vending 90.000 Price/unit TL 4,40 Total revenue TL 396.000

# of Units sold from Counter 54.000 Price/unit TL 3,25 Total revenue from Counter TL 175.500

Total Revenue TL 571.500

Variable ExpensesCost of Material per Unit TL 0,40 Total Cost of Material TL 57.600

Fixed ExpensesRental TL 240.000 Salaries TL 47.700 General TL 90.000 Marketing TL 12.000 Total Fixed Expenses TL 389.700

Net Income TL 124.200

Change in Number of Units sold from VendingRevenue

# of Units sold from Vending 400.500 Price/unit TL 4,40 Total revenue TL 1.762.200





Net Income TL -

Change in Av. Counter PriceRevenue






Net Income TL -

Change in Cost of Material per UnitRevenue






Net Income TL -

Net Present Value

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Aybike Çeltikçioğlu Ece Çetinkaya Mine Güzel Seray Usta Özgü Yıldırım Gökçe İliklier...

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