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
# 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 181.800
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 -
Change in Av. Counter PriceRevenue
# 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 0,95 Total revenue from Counter TL 51.300
Total Revenue TL 447.300
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 -
Change in Cost of Material per UnitRevenue
# 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 1,26 Total Cost of Material TL 181.800
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 -
Net Present Value
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