Business Plan

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Business Plan
AGSC 229
Mr. Pierre Madani
TarekAmro 201202108

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3 Meal Box
Business Owners:
TarekAmro, Ibrahim Amro, Desiree Amro
Beirut, Lebanon
+ 961 3823429

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Table of Contents
Contents
Executive Summary............................................................................................................... 4
General Company Description:......................................................................................6
Mission Statement .................................................................................................................... 6
Goals and Objectives................................................................................................................. 6
Philosophy ................................................................................................................................. 7
Value Proposition...............................................................................................................9
Marketing Plan ....................................................................................................................9
Market research ........................................................................................................................ 9
Economics................................................................................................................................ 10
Product .................................................................................................................................... 12
Customers................................................................................................................................ 13
Competition............................................................................................................................. 13
Niche........................................................................................................................................ 14
Promotion................................................................................................................................ 15
Promotional Budget ................................................................................................................ 16
Pricing...................................................................................................................................... 16
Proposed Location................................................................................................................... 17
Distribution Channels.............................................................................................................. 17
Operational Plan..............................................................................................................17
Production ............................................................................................................................... 17
Location................................................................................................................................... 18
Legal Environment.................................................................................................................. 18
Management and Organization ..................................................................................20
Personal Financial Statement .....................................................................................22
Startup Expenses and Capitalization........................................................................24
12-Month Profit and Loss Projection........................................................................27
Income Statement............................................................................................................29
Resources ................................................................................................................................ 30
Annex....................................................................................................................................... 33

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Executive Summary
When we sat down, myself and the two other business partners (my father, and
my mother) to brainstorm about an idea of a new business, we wanted to come up
with something the people wanted, and is accessible for all. We thought what is better
than creating a diet box with an affordable price, because nowadays everyone is
looking after eating less or cleaner.
Having a diet is sort of a woman thing to practice nowadays. But we wanted
an idea that will bring men and women to eat healthier and in fewer quantities, and
this is why we are creating this diet box that will be stored in supermarkets at
affordable prices. This idea stroke us, because my mother as well as my sister are
always on a diet, constantly visiting dieticians and buying special food from at high
prices as well as going to the supermarkets and spending big on ingredients that they
won’t totally consume.
3 Meal Box is a diet box as stated before that will have a private kitchen in
Ain el Mrayse, where the cooking will be held and then delivering the boxes to all of
TSC and Spinneys branches in Beirut. We are targeting mostly adults, women who
constantly seek a diet and men that are aiming to change their eating habits. We are
offeringdiet food, but we are not a diet clinic. We are simply a specialized kitchen that
offers the best quality of food in a box that will have a 3 day expiry date, with healthy
ingredients and a lot of care.
Our boxes will contain breakfast, lunch, dinner, a salad and a small desert or a
fruit. Everyday we offer two types of menus, so that the consumer can have a choice

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of buying what he prefers, and everyday a new menu is in stores. People have the
misconception that healthy food is expensive, but not inside our box. As for our
customers, average to rich, everyone that is shopping in Beirut’s Supermarkets is a
target to us.
With the hard work and the extensive marketing and word of mouth, our
business is set to expand by visible rates, and expand more into the food industry and
the market in supermarkets.
As for the funding, we have savings in the bank, but we are not going to invest
in it. Because our funding will not be enough to carry on with the needed operations.
That is why we are asking and reaching for a loan from the bank that will take into
consideration of our business proposal. With the needed funds in our hands, our
business will carry more operations; more sell out, and eventually higher return on
investments rates.

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General Company Description:
Mission Statement
“Eat right, Live tight”
The purpose of our mission statement is to give the targeted consumers an
overview of us, without even saying. Our mission statement is brief, straight to the
point and describes our business directly. Our own reason for existence in this market
is to provide the proper type of nutrition and food supply to the consumer. Lots of
people complain about their weight problem, and how diet food is more expensive
than the normal food. Nowadays, everybody is busy,women and men are always at
work, and cooking time have decreased, so people tend to deliver fast food to their
homes because it’s a cheap meal. But we aim to provide the real taste, with the supply
of the best nutritional requirements.
Goals and Objectives
Our goals are not tied down; rather they are wide and ever lasting until they
reach the destination we have in mind. Goals of our company are bound by our
growing aspiration and potential.
Many of our goals would be having a solid market share in the diet business
by the end of our 3rd
year in business. In addition to that, our business has goal for
expanding and supplying in many other supermarketslikeLe CharcutierAoun,Goodies,

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Shoppers, and reaching areas outside Beirut and maybe for the nearby countries. But
also to have our own loyal customers who can take programs with us and we can
deliver to their houses later on. Other than that, one of the main goals is to provide a
better quality of food and healthy way of eating, and creating market recognition.
Objectives are progress markers to goal achievement. Objectives help the
business planner to guide down the road for goals. Many of our objectives in this
business are to introduce a new product in the supermarket, providing more options to
consumers.
Philosophy
Our business delivers what matters of care and wellbeing. We initiated this
business to provide the healthy way of living for people, by eating in a healthy way.
This is the most important core idea that we will try to preserve and implement.
Our products can be consumed by everyone who is in TSC or Spinneys
branches in Beirut.We will start by targeting gym members, we will be contacting
several gyms in Beirut, where we will be hanging an advertisement poster about our
product, as well as creating a Facebook page, and other social media intermediaries
for 3 Meal Box, and definitely we will be concentrating on the word of mouth news
spreading from public relations, as well as having some television, radio, magazines
and internet advertising.
The food industry is an ever growing industry for a simple reason which is
people always have to eat in order to survive. That is why we have great potential to
grow, in this sector.

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The industry is always changing and evolving in a better way. On the short
term, the changes might be simple and effective, but on the long run, they will either
make the company grow bigger or demolish it to ruins. For example, a simple
marketing strategy may not be effective and attract customers on the short term, so the
company will be forced to close down. Being a smart business operator means
making use and taking advantage of every opportunity given by the market and the
competitors. This means to use any defeat of competitors in order to benefit and grow
bigger.
Every company needs a set of competencies in order to stand out and have a
strong base structure. We believe that a business cannot succeed if it does not have
the proper management and an efficient hierarchy. Although as a startup business the
number of employees issmall, yet it is important to act as a functional system to
enhance efficiency. This, we consider as our main strength. Our own competitive
strengths will be that we are putting 3 diet meals inside a box and that is accessible to
everybody. We are going to putdetailed calorie distribution inside each box.
We will not hire unprofessional and inexperienced people. In order to move
forward in the market, our business must have a special kind of expertise in which we
can utilize to our benefit.
One of the aspects of building up a business is choosing which legal form of
ownership to apply. After looking and differentiating between different types of legal
forms, we found out that the limited liability corporation is the best type of legal form.
LCC has an unrestricted purpose for operations, with a minimum capital of LBP
5,000,000. In addition to that, transfers to third parties require the approval of partners
representing 75% of the LLC's capital. This means in case of disassembling the

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company, it can be done in an easy way. LCC requires members from 3 to 20
partners, and it is suitable for small businesses and start-ups.
Value Proposition
We offer a variety of homemade and calorie counted food in our meals, from
traditional Lebanese stews, to international cuisines, and in addition to salads and
desserts. We are basically modern nutritionists with a twist that attracts those few
extra kilograms that need to go away.
Our boxes are highly affordable taking into account that the customer is
receiving 3 meals, a salad and a dessert at a price of 18,750LBP.
Marketing Plan
Market research
In order to have a successful business, it is important to know what the
consumer wants, create it, and make it a need. This will create an enormous demand if
we knew that preferences of costumers. This is where the market research comes, in
order to guide us through our business. Market research happens through two
channels, primary and secondary.

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Secondary data is everything that has been collected before by other
researches, which we can use in our own studies. And the primary data is the data we
collect through statistical studies and surveys.
To know more about the market, we conducted an online survey of 63 people
to ask them more about what they know about healthy food. 95.08% of the surveyed
people have at least tried healthy food before. 53.97 % of them perceived healthy as
expensive. 69.84% of the people surveyed eat outside their homes more than three
times per week. In addition, 57.14% of the people surveyed more than once in a
typical day bring food from the outside to eat at home. The information we gathered
will guide us in order to perform the best work
Economics
When we will open our business, we will not have a big consumers share. We
want at first to start producing 250 meals per day and distribute them to TSC
Hamra, Ashrafie, Jnah, Beirut Sook and Verdun and in Spinneys Jnah, Hazmieh,
Ashrafieh and Dbayeh.
This is around 27-28 boxes a day in each supermarket. We can estimate that the
niche constitutes around 70 % of this market, and then the rest is 30 % of the
market share.
Our business is not a large business, with a huge budget. Rather it is almost a
small business with an adequate budget. This implies that we will grow, but not
high rates in the first few months. In addition to that, there will be some bumps

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along the way. These bumps will be obstacles and barriers that will make it hard
for us to reach our objectives and goals.
As a new food type of product, consumers might be hesitant to try something
new they are not familiar with. We may not be accepted directly, nor will the
people recognize the product we are offering. That is why we should really
implement a powerful marketing campaign. In other words, market penetration
will not be that easy at first, although we are a new concept in the Supermarkets.
Another obstacle would be the wide and various competitors. Today in
Lebanon there is a lot of diet centers and dieticians who have their loyal
customers. And the Supermarket itself is competitors where the ingredients we
use in creating our formula are sold out there. So it would be hard for a large
portion of the consumers to change accept this new idea.
The only way to overcome these bumps and later ones in the future is at first
to have a solid management and doing the right things at the right time.
Our business may get affected when the industry changes. That is because our
business is in the heart of the industry. Any change in the industry will either
break us down, or make us grow bigger. That’s why it is very important to
breakeven in the first year of operation.
In addition, any change in the economy will directly affect our business. For
example, in a case of economic recession, people will tend to consume less and
keep their money safe. That will directly affect the food industry, directly or
indirectly.

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Product
Our product is something new in the market. This is why we have to be very
prudent and intelligent in how we’re going to market it. Along the years, many
food innovations have been created and succeeded, as well as failed and
diminished.
We are hoping that our product can become a durable business, because we are
strong believers in our motto and business idea.
The products we have are healthy, tasty, affordable for everyone, satisfies
every kind of taste. Our products are packed freshly, and packed in special way to
be re-heated at home. In addition, the box package we use is biodegradable and
ecofriendly. Our food will be stored inside plastic cases and stored inside a carton
box.
Now, that you have bought our 3 Meal Box. What is next? How can our
product be good and beneficial? Why to have a boring eating routine, full of fatty
burgers and junk food? It is the same to try something new that will change your
habits and lifestyle upside down. Eating healthy is the new thing, where everyone
can have that amazing body he/she dreamt of having. We offer Low-Cal full taste
food, with even lower prices than most of the market. We are giving our
customers 3 meals a salad and a desert all for 18,750LBP.

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Customers
In order to sell a product, and have amazing big profits from it, we have to know
well our customers. That is why we should to know the demographic profile of our
customers. Most of the Supermarket customers are Moms and Dads in another way
Adults.
Age, Gender: 30+ years old, females and males
Location: TSC and Spinneys Beirut and its Suburbs.
Income level: Average working salary and more
Social class: Medium to Rich
Competition
Everyone that sells food is technically a competitor, whether being direct or
indirect. Different shops sell different kinds of food, and they attract different kinds of
people, depending on tastes and preferences of theirs, but mostly diet center are our
competitors
Our main products that we are going to be serving inside the box are ready to
eat or heat and eat meals. Some of the Diet centers do that as well, but do not sell in
supermarkets per meal; they do a monthly program with their customers.

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Many of the major competitors might be Carla’s Good Food, Centimeal, Diet
Delights, Diet Secrets, Le Gabarit, Health Box and Kcateries.
We consider our products to be one of a kind in the market. No diet center
offers 3 meals a salad and a dessert for this small amount of money, they either sell
one meal for a similar amount or 3 meals for a much higher amount, and as stated
before they do not put their products in supermarket for the consumer to have the
choice to pick from 2 kind of daily different menus. This added value differentiates us
from the rest of the dieticians in the market. Competition will be based on the cheap
box that we are offering in parallel to the other diet centers.In addition to the type of
customers, not all people that come across Spinneys and TSC will be familiar or ready
to try something new such as our products. That is why it will be harder to compete
for customers, and attract them to our product and try the food.
The indirect competitors in addition to the ones mentioned before, might be
the normal restaurants that serves diet food such as La Fitness, Roadster, Fiber and
more. They are considered as indirect competitors because they offer an addition
value different than ours which is sitting inside and having a meal with friends, but
still these restaurants are mostly targeted by students and young adults, and which are
not our market.
Our pros are that we offer fresh, healthy, tasty food that satisfies the needs of the
customers. In addition, it is hard to make enormous profits in the first year. We aim to
sustain an increasing sales margin on the long run.
Niche
Nowadays, people have become busier in their lives, the woman is working as
hard as the man, she still manage to cook and raise the kids too, but sometimes she
just can’t, that’s why we are bringing a product that is ready and you can consume it

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any day you want no need to follow a certain program like the in other diet centers,
we want the customers to drift away from eating fast food when there is no food at
home, and try our healthy Low-Cal 3 Meal Box.
Then we come, and help change this reality. We at our business aim for the
wellbeing of our customers before we think of anything else. Certainly everyone is a
regular visitor to his nearby supermarket, so sooner or later they will notice our
product and would like to try it, because we will be having some marketing
advertisement and it will impact their lives in a way or another. We are here to create
a change from the beginning, if we can, to stay with this niche for years.
Promotion
There are many and various ways that we can get the word out to customers.
Our first method is to put in a commercial on Nostalgie Radio Station, because it’s a
highly listened station by adults, in addition we will appear on Mtv Channel for free
to promote our product on the show Men el Ekhir which is a huge watched show that
talks about new ideas going on in Lebanon, and because we have a connection with
one of its hosts, as well as broadcasting on Whatsapp and on Facebook which are for
free, we will be putting posters in some gyms in Beirut, and finally the word of mouth
of customers. We will not aim to advertise on television due to the high costs.
As any other company, we ought to have a logo design, business cards for the
top managers, and in addition to our day to day menus that we will be posting on our
Facebook page.

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Promotional Budget
We will be spending first of all 3000$ for Nostalgie Radio Station that will
play our 15 seconds commercial 20 times a day for 15 days, and then there are the
flyers and posters that we will be hanging in gyms that have agreed to let us put in
(Avalon, Panacea and Fitness Zone have accepted to let us put a poster inside because
myself and some of my family members are registered in these gym and we are old
and loyal customers), as well as some flyers on peoples doors. Before the startup, the
flyers and posters will cost around 1000 $ as a maximum. After starting the business
and starting with the operations, these costs will be less because we will not need
brochures as before.
Pricing
What differentiates us from other healthy food shops and diet centers is that
we are not as expensive as they are. When we conducted our survey, most people
have the perception that healthy food is expensive. But we are going to erase this
misconception, in a way that our prices are affordable to the quality we offer. Our
prices are fixed at 18,750 LL per diet box.
This pricing strategy is not more expensive than our competitors, as our
competitive analysis shows. We are mid-range pricedin a way to a normal meal, but if
we combine what we offer we are way below the market pricing, and this creates our
competitive advantage.
Our personal pricing is 14,750 LL but the supermarkets we have contacted
will take 4,000LL per each box sold so that they can generate profit thus making our
product available on shelves for 18,750 LL.

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Proposed Location
We are going to rent a 170 meter square place in Ain el Mrayse where we will
be having the kitchen and offices to operate our production. And delivering from
there daily the 250 meals, that are proper to increase if the demand increases to the
supermarkets in Beirut.
Distribution Channels
We will need two Renault Kangoo LCV cars that will be responsible for the
daily delivery between our kitchen and the Supermarket, which will cost us around
18,000$.
Operational Plan
Production
Our production techniques happen in our kitchen; we chop, cook, prepare, and
pack our meals. Our kitchen is our theatre.
One of our characteristics is our high-end quality and cleanliness. That is why
we are careful about our quality control. We will coordinate with Boecker and ISO for
the quality control and keeping up the high standards of cleanliness.
In addition to that, we care about the wellbeing of our image between the
customers; we care about the customer service and the feedback that we get back

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from the customers. We will have discussions on our Facebook page making
everyone able to see others comments and feedback and participate in the
discussion.
Inventory count is essential for the knowing what we will produce on the next
day. We have to count our food quantities and the needed materials. We will
neither over stock, nor under stock our inventory because it will reduce cost and
efficiency, but we will be having a constant inventory because we will be
producing the same exact amount of meals every day.
Location
The 170 square meter space we are renting in Ain el Mrayse will cost us
18000$ a year. And storing our products in Supermarkets as listed before.
Legal Environment
Our company is going to be registered as a LLC, thus not listed in the Beirut
Stock Exchange. We need to contact a lawyer which he will facilitate this work.
We already have a lawyer who will start with the papers and permits and register
them in the specialized ministries. These permits and regulations are such as the
NSSF, the TVA, health permit, trade permit, and so on.
Personnel
We do not need a lot of employees to carry out our operations because we are
a rather small to medium enterprise. We will be having 16 employees, including the

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top 3 managers which one of them is an accountant, the two drivers, the chef and his
cooks, 2 cleaners, and a nutrion expert.
Our type of business requires a certain expertise and professionalism because
there is a certain mode of work that must be taken. We have almost every kind of
labor at our business.
We will have part time jobs and full time jobs, based on the type of labor.
High end and experienced employees will have higher salary than the unskilled
and the inexperienced employees. For example, the drivers will have a lower pay
than the nutritionist and the chef that are the backbone of the business.
Inventory
The inventory that we will keep in our store is the raw material that we are
going to use in our everyday processes. They are basically the food, fruits,
vegetables and everything else in between. In addition to the finished goods such
as pastes, salts, oils and so on.
Suppliers
Many of the suppliers that we are going to deal with are Fattal Holding placed at Jisr
el Wati, which are going to supply us with everything canned, frozen foods, and
everything in between. We will be paying in cash, and have an account payable on
credit. In addition, we will get out fruits and vegetables from the Wholesale market
from Sin el Fil. We will be paying by cash. We will be getting our bread from
Wooden Bakery, and we will be paying with cash also, unless we have a credit policy
with them. As for the fresh meat and chicken, we know a very reputable and clean

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butchery in Caracole el Druze called Louhoum Market. For this butchery, we will be
having a credit policy.
Management and Organization
Our business has a low number of employees and it is small relatively. That is
why we do not need a complicated and difficult hierarchy. Most of the tasks will be
divided among the managers and specified employees. The business owners will
direct the whole management, in order to reduce costs and increase efficiency.
Myself, and the top business partners will do our day-to-day basis
management directly, without any need to require any other external management
sources. Since we are opening a business, we have a strong business background. I am
almost a graduate in Agribusiness from AUB, my dad already owns his business, and
my mother is an accountant and head of a department in a company, so we have an
experience in running a business.
Top Managers (3)
Personel (2)
Nutritionist
Chef
Inventory and
Supplies Division
Fattal and
Wooden Bakery
sales
Butchery and
Wholesale market
for fruits and
vegetables
Logistics Division
(4)
2 Drivers
2 Cleaners
Operational
Division
(6)
2 Cooks
4 Assistant Cooks
Miscellaneous
Divison
Tech Supplies
Taxes and VAT
Media and Prints
Legal Aspects
Figure 1 - Organizational Hierarchy by Function

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The top managers themselves will do the miscellaneous activities. Therefore
in total, our personnel will include 16 employees, including the 3 managers
themselves. This is ofcourse the initial number of employees at first. We might need
extra employees depending on the expansion of our business and operations. In
addition to that, we will contact an external insurance company to take care of the
insurance expenses. The insurance company that we will work with is Libano-Swiss
Insurance. This will cost us around 2,500 $ per year. The insurance is against fire,
theft, work accident, cars tout risque and other miscellaneous events.
As for the tasks of the personnel, the top 3 managers we will take care of
technological supply and usage, such as the accounting system and any related
software. This is because one of the top managers has a wide experience in
programming. For this issue, we do not need to contact any other external
programming company. In addition, we as top managers will be our own accounting
managers, taking care of the taxes and TVA in the ministry of Finance.
Other than that, we will take care of the media and all digital prints. As for the
kitchen operations, we need 7 employees in the startup: the chef, which is the head of
this operational division, 2 cooks under his command, and 4 assistant cooks. The 2
cooks each one of them will prepare one of the 2 menus that will be stored every day
in the supermarkets. Their salaries will be ranging from 700$ to 900$, as for the 4
assistant cooks, they will be mainly part timers who can apply for the job and get a
salary of 350$ per month. We will need 2 drivers to deliver the boxes to the
supermarkets. Their salaries will range from 400 $ to 500$.
As for the cleaners, we have contacted Jalloul Office for cleaning purposes.
This service will cost us around 800$ per month. As for the inventory and the supplies
division, the top managers will be in direct contact with the suppliers and order the

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needed goods and products. In addition, the goods will be delivered to us for free, so
we are free of the transportation costs. As for the personnel division, we need a As for
the personnel division, we need a chef with a good food expertise that can help us
with our demands, his services will cost us around 2000$, and an experienced
nutritionist that will help us prepare the healthy food recipes and indicating us the
amount of calories in each meal, her salary will constitute of 3000$ every 6 months,
she will change coordinate with the chef to change or adjust the menu twice a year.
Personal Financial Statement
The main entrepreneurs of this business are 3 people. It was a family idea and
all the partners are related to each other. These 3 people are Ibrahim Amro,
TarekAmro and Desiree Amro. We are a father, a son and a mother. In addition to our
own contribution to the business, it won’t be enough to carry out the business. That is
why we need an external source of money.
We are going to contact Bank Audi in order to get a loan. But any loan
requires a certain procedure, which requires the presence of a personal financial
statement for the major owners of the business. This includes the personal assets,
which are available.
In the personal financial statement of the 3 owners, we have included the total
liabilities and the total assets of the owners combined. This is important to let the
bank loaners know that we are worth this funding.

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PERSONAL FINANCIAL STATEMENT
Top Three Managers
Assets Amount in Dollars
Cash - checking accounts n/a
Cash - savings accounts 220,000
Certificates of deposit n/a
Securities - stocks / bonds / mutual funds n/a
Notes & contracts receivable n/a
Life insurance (cash surrender value) 500,000
Personal property (autos, jewelry, etc.) 300,000
Retirement Funds (eg. IRAs, 401k) 100,000
Real estate (market value) 2,000,000
Total Assets 3,120,000$
Liabilities Amount in Dollars
Current Debt (Credit cards, Accounts) 60,000
Notes payable (Loans) 70,000
Taxes payable 30,000
Real estate mortgages (describe) 14,000
Total Liabilities $174,000
Net Worth $2,946,000

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Startup Expenses and Capitalization
Setting up a financial scheme for any business is essential in order to predict
any losses or profits. Before opening up the business for the customers, the
entrepreneurs must keep track of the expenses and costs of operations.
The food industry is very strong in Lebanon, and especially in the Beirut area.
There is many and different food and equipment suppliers, giving us a lot of choices
to choose from. But still, we should be careful when selecting our suppliers, resources
and machinery. In addition to these expenses, we need also to add a separate line
item, called the contingencies to account for everything unexpected that will come in
the way of our operations.
We will need a lot of machinery and supplies to start our business. After an
extensive research in the market and asking other business owners about the prices
and costs, we came up with the perfect prices and expenses combination for our
operations.
The first expense we have is the space. We have found a place in Ain el
Mrayse that will allocate our needs to construct the kitchen and offices.This 170m²
space will cost us around 18,000$ per year. We will pay this value in advance.
As for the fixed expenses or costs, we have several points. Our fixed costs are
indifferent of the production level, and do not depend on the operations. These
include of rent services, cars purchase, the registration expenses at the beginning, the
salaries of the employees, the insurance fee, and the cleaning and delivery services.
These add up to 109,850$ the first year. (The coming year will not include the

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registration fees again, nor the car purchase). So the fixed cost per month will be
7,509 $ (90,100$ per year).
The variable costs are the expenses that we pay to get supplies and raw
material, the electricity, the water, the taxes, the maintenance, and any expected future
expense. These add up to 291,100 $.
As a forecast, we will sell 250 meals per day.
SOURCES OF CAPITAL
Owners' Investment: We won’t be
investing from our personal savings; we
will directly get a loan from the bank.
TarekAmro 0
Ibrahim Amro 0
Desiree Amro 0
Total Investment $0
Bank Loans
Bank Audi $200,000
Total Bank Loans $200,000
STARTUP EXPENSES
Buildings/Real Estate
Purchase $-
Construction -
Remodeling 5,000
Generator 10,000
Total Buildings/Real Estate $15,000

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Capital Equipment List
Furniture $1,000
Equipment 25,000
Fixtures 2,000
Machinery 10,000
Total Capital Equipment $38,000
Location and Admin Expenses
Rental $18,000
Legal and accounting fees 6,000
Prepaid insurance 2,500
Pre-opening salaries 0
Cleaning servies 9,600
Total Location and Admin Expenses $36,100
Opening Inventory
Fattal $500
Butchery 1,000
Fruits and Vegetables 800
Wooden Bakery 300
Total Inventory $2,600
Advertising and Promotional Expenses
Advertising $3,000
Signage -
Printing 1000
Travel/entertainment -
Other/additional categories -
Total Advertising/Promotional Expenses $4,000

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SUMMARY STATEMENT
Sources of Capital
Owners' and other investments -
Bank loans 200,000
Other loans -
Total Source of Funds $200,000
Startup Expenses
Buildings/real estate 15,000
Capital equipment 36,100
Location/administration expenses 38,000
Opening inventory 2,600
Advertising/promotional expenses 4,000
Other expenses 1,000
Contingency fund -
Working capital -
Total Startup Expenses 96,700$
12-Month Profit and Loss Projection
The 12-month profit and loss projection will be our wild guess of the sales and
profits and expenses we are going to have. It is based on the costs, and the market
prices including our markup value.

28. 28
Our expenses are mostly going to be paid at the first, before the startup, so in
the coming next month’s our expenses and costs will not be as high as the beginning.
We have a lot of expenses, such as the materials and supplies and marketing
strategies. We will over stock our inventory that is why we will make day-by-day
orders from the suppliers. The bread will cost us around 25,000 LL per 2 days, the
meat, chicken and fish combined around 625,000 LL per day, fruits and vegetables
around 300,000 LL every 2 days, and finally the other products such as cheese, oils,
peppers etc.., around 300,000 LL every 3 days.
In addition, the equipment and shop supplies from the kitchenware to the desk,
toilet and other stuff, will cost us around 38,000$. These supplies will be bought from
China to reduce costs, yet they are of excellent quality.
As for the marketing and advertising campaign, we will do a big buzz in the
first few weeks in order to ensure that all the comers to the supermarkets hear about
our product.
At the end of the fiscal year, we have to pay the income tax, which is 10 % of
the total sales. For this purpose, we will pay 94,500 $ in the first year as an extra
expense not included in the 12 month projection sheet.

29. 29
Income Statement
Revenue from the 250 meal per day over 1 year: 250x14,750x30x12 =
1,327,500,000/1500 = 885,000$
Expenses:
Bread: 3,000$
Meat: 150,000$
Fruits and Vegetables: 36,000$
Other Goods: 2,400$
Loss on goods and perishing: 5,000$
Taxes: 88,500$
Rent: 18,000$
Supplies: 38,000$ over 5 years making it per year 7,600$
Legal and accounting fees: 6,000$
Insurance: 2,500$
Interest: 66,667$
Cleaning Services: 9,600$
Advertisement: 4,000$
Chef: 24,000$
Cooks: 19,200$
Assitant Cooks: 16,800$
Delivery Boys: 10,800$
Nutrionsit: 6,000$
Cars: 18,000$
Generator: 10,000$
Remodeling: 5,000$
Utilities: 5,000$
Total Expenses: 520,067$
So our net profit is 885,000 – 520,067$ = 364,933$
We have told the bank that the 200,000$ that we are going to get from them will be
paid in 3 years with an interest of 12% per year so this makes it 66,666.67$ a year +
24,000$ the first year, + 16,000 the second year and finally + 8,000$ the final year.
As we can see our net profit the first year is of 364,933$ which will be divided into
three parts for the shareholders to get their revenues and profits as well to re-invest or
sell their shares in the future.

30. 30
Resources
The logo design and name of the company is created by me – TarekAmro
The Sultan Center TSC
Achrafieh, Tilal Beirut, Baydoun Street
Tel: + 961 1 339299
Jnah Boulevard, Adnan Al Hakim
Tel: + 961 1 858590
Verdun, Concorde Galleria
Tel : + 961 1 746990
Hamra, Sadat Street
Tel: + 961 1 746989
CityMall, 14 Dora Highway
Tel: + 961 1 905520
Beirut Souk, Downtown
Tel: + 961 1 986444
Hotline: + 961 1 905805
Email: customerservice@tsclebanon.com
Spinneys Head Office
Lebanon
Dbayeh Highway
Standard Chartered Bank Bldg.
P.O.Box: 90-1532 Jdeidet El Metn, Lebanon
Phone: +961 4 541441
Fax: +961 4 542409
e-mail: info@spinneys-lebanon.com
Customer Service: customer.service@spinneys-lebanon.com
Khalil Fattal et Fils
Fattal Building, DanyChamoun Street, Jisr El Wati (Sin El Fil) Beirut - Lebanon
Telephone: +961-1-485 250
AfifAyad

31. 31
Trade Marketing Executive
Telephone: 03086365
www.kff.com.lb
Wooden Bakery - Jdeideh, Lebanon
Tel: +961 4 410 666
www.woodenbakery.com
Louhoum Market Butchery
Caracole el Druze, Beirut
Liban Fruits
Beirut, Sin el Fil
Fruits and Vegetables Market
Tel: 01 483454
Boecker - Boecker Bldg., Furn El Chebbak, Beirut
Tel: + 961 1 285111
Assad Daoui, Furnitures and Ofiice Supplies
Clemenceau, Beirut
http://www.adaoui.com/
Liabno-Swiss Insurance
Kantary, Beirut
Commerce and Finance Building, 2nd floor
P.O. Box 11-3821 Beirut 1107-2150
Lebanon
Jalloul Office for Manpower
Rawche, Australia Street,
Rawche Center Bldg. Second Floor

32. 32
Survery Monkey
www.surveymonkey.com
Lebanese Ministry of Economy and Trade
http://www.economy.gov.lb
Ministry of Finance
www.finance.gov.lb
Jubaili Bros for Electric Diesel Generators
http://www.jubailibros.com
Bank Audi
http://www.banqueaudi.com/Pages/Default.aspx
Original Kitchens
http://www.originalkitchensqld.com/page/1467083
Food Network
Http://www.foodnetwork.com
Eating Healthy
http://www.helpguide.org/life/healthy_eating_diet.htm

33. 33
Anex A
Low Potential (-
1)
Moderate Potential
(0)
High
Potential (+1)
1. Extent to which the
idea:
o Takes
advantage of
an
environment
al trend
o Solves a
problem
o Addresses
an unfilled
gap in the
marketplace
Weak Moderate
0
Strong
+1
+1
2. Timeliness of entry
to market
Not timely Moderately timely
0
Very timely
3. Extent to which the
idea “adds value”
for its buyer or end
user
Low Medium High
+1
4. Extent to which the
customer is
satisfied by
competing
products that are
already available
Very satisfied Moderately satisfied
0
Not very satisfied
or ambivalent
5. Degree to which
the idea requires
customers to
change their basic
Substantial
changes required
Moderate changes
required
Small to no
changes required

34. 34
practices or
behaviors
0
Part 2: Industry-Related Issues
Low Potential (-
1)
Moderate Potential
(0)
High
Potential (+1)
1. Number of
competitors
Many
-1
Few None
2. Stage of industry
life cycle
Maturity phase or
decline phase
Growth phase
0
Emergence phase
3. Growth rate of
industry
Little or no
growth
Moderate growth Strong growth
+1
4. Importance of
industry’s products
and/or services to
customers
“Ambivalent” “Would like to have”
0
“Must have”
5. Industry operating
margins
Low Moderate
0
High
Part 3: Target Market and Customer-Related Issues

35. 35
Low Potential (-
1)
Moderate Potential
(0)
High
Potential (+1)
1. Identification of
target market for
the proposed new
venture
Difficult to
identify
May be able to
identify
0
Identified
2. Ability to create
“barriers to entry”
for potential
competitors
Unable to create
-1
May or may not be
able to create
Can create
3. Purchasing power
of customers
Low Moderate High
+1
4. Ease of making
customers aware of
the new product or
service
Low Moderate
0
High
5. Growth potential of
target market
Low Moderate High
+1

36. 36
Part 4: Founder- (or Founders-) Related Issues
Low Potential (-
1)
Moderate Potential
(0)
High
Potential (+1)
1. Founder or
founders
experience in the
industry
No experience
-1
Moderate experience Experienced
2. Founder or
founders skills as
they relate to the
proposed new
venture’s product
or service
No skills Moderate skills
0
Skilled
3. Extent of the
founder or
founders
professional and
social networks in
the relevant
industry
None Moderate
0
Extensive
4. Extent to which the
proposed new
venture meets the
founder or
founders personal
goals and
aspirations
Weak Moderate Strong
+1
5. Likelihood that a
team can be put
together to launch
and grow the new
venture
Unlikely Moderately likely Very likely
+1

37. 37
Part 5: Financial Issues
Low Potential (-
1)
Moderate Potential
(0)
High
Potential (+1)
1. Initial capital
investment
High Moderate
0
Low
2. Number of revenue
drivers (ways in
which the company
makes money)
One
-1
Two to three More than three
3. Time to break even More than two
years
One to two years Less than one
year
+1
4. Financial
performance of
similar businesses
Weak Modest Strong
+1
5. Ability to fund
initial product (or
service)
development
and/or initial
startup expenses
from personal
funds or via
bootstrapping
Low
-1
Moderate High

38. 38
Overall Potential
Score
(-5 to +1)
Overall Potential of
the Business Idea
Based on Each Part
Suggestions for
Improving the
Potential
Part 1:
Strength of
Business Idea
+3
High potential x
Moderate
potential

Low potential 
Part 2:
Industry-Related
Issues
0
High potential 
Moderate
potential
x
Low potential 
Part 3:
Target Market
and Customer-
Related Issues
+1
High potential x
Moderate
potential

Low potential 
Part 4:
Founder- (or
Founders-)
Related Issues
+1
High potential 
Moderate
potential
x
Low potential 

39. 39
Part 5:
Financial Issues 0
High potential 
Moderate
potential
x
Low potential 
Overall
Assessment
5
High potential x
Moderate
potential

Low potential 
Summary:
The overall assessment of this product got a +5, making it a successful business to
create and invest in.

40. 40
Annex B