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FANTA-CLetter of Transmittal
Mr. Niaz Patwary
Faculty Member
School of Business
North South University
Dear Sir,
We are pleased to present our final report, "Business Plan: FANTA-C," for partial fulfillment of
our Entrepreneurship course (MGT 368). This report presents you a business plan for our
business idea, supported by suitable feasibility study.
We hope that our report includes all topics demanded by the project outline accurately. We look
forward to discussing this report with you and receive good comments.
Yours Sincerely,
Akhlakun Nobi Chowdhury 071 467 030
Abid Rahman 073 453 030
Nirjona Wahed Zara 073 456 030
Md Tariqul Islam 082 291 030
FANTA-C
Farah Ahmed 091 0973 030
SL no# Table of Content Page no
1 Introduction1.1 Business overview1.2 Mission 1
1.3 Vision 1
1.4 Our Value 1
2 Opportunity and research analysis
2.1 Primary feasibility analysis 2-7
2.2 Porter five forces 8
2.3 PESTEL analysis 10
2.4 SWOT analysis 113 Marketing plan 14
3.1 Marketing mix 14-163.2 Marketing strategy
3.2.1 Typologies of our current marketing strategy 173.2.2 Current marketing strategy 183.2.3 Future marketing 19-22
4 Management and Operation4.1 Physical location 23-244.2 Floor plan 254.3 Management team 264.4 Overall Business strategy 27-285 Financial plan
5.1 Startup cost 295.2 Sales forecast 305.3 Income statement 315.4 Balance sheet 32-335.5 Depreciation method 345.6 Investment revitalization 355.7 Loan amortization 355.8 Financial objective 36
FANTA-C
5.9 Financial Strategy 366 Conclusion 38
Executive Summary
The business that we shall be discussing about in the rest of the report is ‘a rooftop mini
golf court with a terrace café’. The physical location that we chose is a specific address in
Dhanmondi- 774, Shatmasjid Road, Dhanmondi. The entire complex of the mini golf court is
compounded on 3,000 square feet concrete ground, ie. the compound shall be placed on the roof
of the specified building. This shall also benefit the business by giving the whole business area
‘a skyline view’. The base of the court shall be covered in green carpet fit for the players to
practice a game of golf, while the roof of the court shall be covered with ‘a layer of transparent
plastic tin’ allowing the players to enjoy the blue sky above and also saving them from the heat
of the burning sun.
The business, as mentioned earlier, shall also comprise of a terrace café that shall be
outsourced to another catering business in return of a monetary amount of BDT 5,000 on a
monthly basis. While we shall be renting the whole 3,000 sq. feet of grounds on a monthly
monetary payment of BDT 30,000 inclusive of the special rent and the utilities. We have also
paid an advance of BDT 200,000 in advance, in regards of advance rental payments for 4
months (BDT 30,000*4 months= BDT 120,000), while the rest of the money BDT 80,000 (BDT
200,000- 120,000) shall spent on redecorating our compounds according to our needs. To avoid
the cumbersome process of handing builders and laborers, we paid this advance of BDT 80,000
to the landowner as he agreed to renovate and redecorate the rooftop according to our
requirements. This has benefitted us to gather the time to look for an angel investor and finally
we managed to convince Mr. Niaz Patwary ( a respected faculty of North South University)
who agreed to invest an amount of BDT 2,000,000 in our business.
Our initial investments into the business shall be of BDT 1,000,000 (ten lacks), although
we shall be receiving a fund of twice this amount. The rest of the money shall be used as a
reserve for a few different purposes such as- marketing expenses, initial liquid reservoir to pay
the salaried employees for the first few months if profit is not generated, to serve as an asset and
FANTA-Calso in case if we have to undergo any contingent plans in case if the business fails to establish
itself in a highly competitive place such as Dhanmondi.
The major advantage that we shall enjoy shall be the very low number of paid
employees. The owners of the business (namely- Farah, Abid, Nirjona, Tariq, Akhlakh-
FANTA) are the top level hierarchies or managers of the business. This not only makes the
business more efficient in its operations and management and also makes it easy for the owners
to execute and improvise the business and manage the employees. While they are the major
operators of the business, there are a few more employees- managers, technicians, janitors- who
are paid employees.
According to the survey and in relevance to them, we have concluded that the business
shall be able to gain a profit of BDT 2,685,200 in a time span of 5 years. The business shall also
strive to attain about 9,000 customers in the 1st year and shall try to expand its customer base
further on by targeting people aged from 16 and above and providing a social and environment
friendly atmosphere where girls can also participate as actively as the boys.
The differentiated marketing strategies shall also hopefully help the business to attract
many corporate customers of the community as well and thus we hope to spread the game of
golf into an entirely different spot light where it will turn out as “a regular game for regular
people” and not only the rich or economically wealthy class of people.
FANTA-C
Business Overview
The business that we shall be operating ‘a rooftop mini golf court with a terrace café’.
The physical location that we chose is a specific address in Dhanmondi- 774, Shatmasjid Road,
Dhanmondi. The entire complex of the mini golf court is compounded on 3,000 square feet
concrete ground, ie. the compound shall be placed on the roof of the specified building. This
shall also benefit the business by giving the whole business area ‘a skyline view’. The base of
the court shall be covered in green carpet fit for the players to practice a game of golf, while the
roof of the court shall be covered with ‘a layer of transparent plastic tin’ allowing the players to
enjoy the blue sky above and also saving them from the heat of the burning sun.
The business is going to be a partnership company formed of 5 partners – Farah, Abid,
Nirjona, Tariq and Akhlakun - and named after the five owners as FANTA-C, where the ‘C’
stands for ‘club’. The business, as mentioned earlier, shall also comprise of a terrace café along
with the golf playing grounds. Since managing a golf ground itself is a painstaking job, the
owners have decided to outsource the café to some professional caterer.
The total number of employees of the business is only 5, which consists of managers,
janitors and technicians; apart from the owners who form the top level hierarchy. Furthermore,
this reduced number of employees shall also benefit the business by reducing its costs and
salary expenses.
The target customers of the business shall be people aged from 16 and above. But, they
shall all the while concentrate on attracting a huge chunk of the youth population of the country.
The innovative kind of business shall give FANTA-C a competitive advantage since the
business has only one existing competitor in the market of Dhaka, situated in Uttara.
Mission Statement
FANTA-CWe are committed to providing safe, fun, relaxing, wholesome and affordable
entertainment to the local community through superior customer service and cutting edge
entertainment facilities where having fun is our specialty! We strive to ensure distinctive quality
service, enhance participation and lift the standard of life of our generation to a whole new level
within the budget and skill level.
Vision Statement
Our vision at FANTA-C Entertainment Inc. is to be the premier entertainment center and
a significant part of the local community while achieving profitability through new growth,
planning and community awareness.
Our Values
Integrity - We are true to our values; we say what we do and we do what we say.
Innovation - We will strive to bring new entertainment facilities to our community.
Excellence - We will strive to be the best in everything we do and will settle for nothing less.
Respect - We will be respectful to every team member, customer and vendor.
Dedication - We will not give up until we succeed in meeting our mission and vision
statements.
Opportunity and research analysis:
FANTA-CIn this part of the report we will be describing about the interest of our potential
customers in our business, meaning the results of the survey we have conducted. The PESTEL
analysis, and the SWOT analysis.
Primary feasibility analysis
We have conducted a small research among the students of North South University and
some of the other universities in Dhaka. The results that we have come up with are mentioned
below with necessary graphical representation.
The original survey questionnaire has been included in the appendix part. Please have a
look at the questionnaire to have a clear picture.
Here are the graphical representations of the interpretation of the survey questionnaire
received from the participants.
The sample size was very small. The total numbers of sample were only 50.
5%5%
63%
21% 5%
Age
1621222324
The people who participated in the survey are between the age group of 16-24. Here we
can notice 63% of the participants are of the age 23 and 21% of the total samples are of the age
of 23 this is because most of the survey questionnaires were filled by our fellow north south
students.
FANTA-C
79%
21%
Gender
MaleFemale
Most of the survey questions were filled up by the male participants and as here we can see the
numbers of male participants are 79% and the numbers of female participants are 21%.
Yes No0.00%
10.00%20.00%30.00%40.00%50.00%60.00%70.00%
36.84%
63.16%
Have you ever played golf?
Have you ever played golf?
After conducting the survey we found out most of the participants did not play golf in any time
of their lives. To be more specific around 37% of the participants have actually played golf and the rest
of the 63% never played any game of golf.
FANTA-C
Yes No0.00%
10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
84.21%
15.79%
Have you ever seen a game of golf?
Have you ever seen a game of golf?
This was quite surprising because almost 84% of the participants replied that they have seen the
game of golf. This reflects their interest about the game.
Yes No44.00%45.00%46.00%47.00%48.00%49.00%50.00%51.00%52.00%53.00%
47.37%
52.63%
Have you ever heard of miniature golf?
Have you ever heard of miniature golf?
This type of answer was expected from the participants because the idea of mini golf is quiet
new in the market, even in the international market this is a new idea. So in Bangladesh this is expected
to be new. According to the figure only 47% have heard the term mini golf and the other 53% never
heard of mini golf.
FANTA-C
Yes No0.00%
10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
100.00%
5.26%
94.74%
Have you ever played miniature golf?
Have you ever played miniature golf?
This is clearly noticeable that the majority of the sample never played mini golf. This is normal
because we have only one mini golf club in Uttara named “Mini Golf”. And people do not know about
its existence because of poor advertisement or promotion. This indicates that ther is a huge market to
grab if we can utilize our resources properly.
Yes
No
0.00% 20.00% 40.00% 60.00% 80.00%
63.16%
36.84%
Do you want a mini-golf facility in your locality?
Do you want a mini-golf facility in your locality?
The interesting fact is though most of the participants have never played golf or mini golf but
they are very much interested to have a mini golf club in their neighborhood and they want to try this
sport. This justifies the need and opportunity to open a mini golf club in the prominent areas.
FANTA-C
70.00%
10.53%
5.26%
how much you are willing to pay for a game of mini-golf?
a) 100-200b) 200-500c) 500 +
Though the majority of the people who participated in the survey have never played mini golf
but they agreed to pay at least 100-200tk per game of mini golf. Though they didn’t had any idea about
the price but the price to they agreed is a very profitable price to us if we consider our operational
expenses.
5.26%
26.32%
36.84%
31.58%
What time do you prefer for playing?
a) Daytimeb) Afternoonc) Eveningd) Night
Majority of the sample (37%) wants to play in the evening time. This information helps us to
setup our human resources and arrange our other resources according to demand. This also helps us to
decide during what we should operate to our full capacity and when should we promote our services.
FANTA-C
a) Weekdays b) Weekends0.00%
10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
10.53%
89.47%
What time during the week do you prefer playing?
What time during the week do you prefer playing?
This is an extension to our last question in the questionnaire. This piece of information will help
us to set up our special programs in such a way that the campaign gets full attention and reaches to the
target audience. Here we can see almost 90% of the participants prefers the weekend as a leisure time
and wants to play at this time.
5.26% 5.26%
5.26%
15.79%
10.53%10.53%
5.26%
10.53%
5.26%
5.26%
Which type of other indoor sports would you like to be served in the
future? Boxing Squash Motion gaming Indoor football Pool Badminton Table Tennis Poker Indoor Basketball Ludu
This question was made to pull out some ideas from the participants that which type of indoor
games they would prefer to be served. So that, we can extend our service portfolio, including some of
these sports. From the survey report we are considering the potentials of indoor football (16%), Pool
(11%) and badminton (11%)
FANTA-C
Porter’s Five Forces
Potential Entrants (Threat of new competitors): The business we are going to step in is a
very new type of business. So it is obvious that new competitors will come in. This is a
huge threat for us. In the other way around it will work as an advantage for us. Because,
we are entering the market early we will ride the experience curve faster than any other
firm so we will get the first movers advantage.
Buyers (Bargaining power of the buyer): Bargaining power of the customers will not
play a very big role in our business because we are the only second firm in the particular
industry. So buyers don’t have many choices to choose from. But this will also push us
towards high expectations of the customers because they will expect the best quality
from us.
Industry competitors: If we consider the same business there is only one another
business in the whole country. So, there is not that much of a threat from the
competitors. But if we consider the whole entertainment industry then we have to
FANTA-Cconsider the pool clubs, bowling clubs, arcades and amusement parks. These are strong
competitors for us but we are confident about our service quality that it would retain our
businesses’ attractiveness.
Substitutes (Threat of substitute products and services): As I have mentioned before
there are not much of a competition from the same type of business in the city because
we have only one other mini golf club in Dhaka city but the whole entertainment
industry is our indirect competitor for our business and their services are the substitute
products and services for our business. But we will ensure a strong positioning strategy
to build our strong brand image and service quality.
Suppliers (Bargaining power of the suppliers): Bargaining power of the suppliers
remains high in our business because the business we operate is of a very new kind and
the equipments we will need are not that much available in the market. Besides we are a
new company, the suppliers will automatically have the power to push us.
FANTA-C
PESTEL Analysis
Political factors: Political situation in Bangladesh is not so stable in Bangladesh but as the
nature of our business, it will not be that much affected by the political factors in the country,
besides the strikes. The strikes will hamper the business because during strike generally the
businesses are not operating in our country. That will totally destroy a whole day’s business.
Economic analysis: We are selecting a particular income group as our target customers. So if
there is any change in the income of the population it will hamper our business accordingly.
Social factors: We will face a huge social constraint in the starting of the business because the
business is of a new kind. We will have the challenge to introduce the market about our
services. Through us they would perceive the kind of service it is. And as we will be operating
Organization
Political
Economic
SocialTechnological
Environmental
Legistative
FANTA-Cin a residential place there would be lots of constraints in operating business from the building
owner himself and from the residents
Technological factors: we are planning to use the best technologies available for our business.
That is why the price for our services would be premium.
Environmental factors: Our business will be 100% environment friendly business. We will not
leave anything behind which will harm the environment.
Legal factors: In our business there are no such big legal factors rather than the trade license.
We are assuming that we will be able to acquire the trade license within two months after
applying for it.
SWOT Analysis
Strengths
▪ Less Number of competitors: As I have mentioned several times before we only have
one direct competitor in our business. We have only one another mini golf club which is
situated in Uttara named “Mini Golf”. So we have an advantage regarding industry
competitors
Strengths
Weaknesses
Opportunities
Threats
S W O T
FANTA-C▪ First mover’s advantage: In Bangladesh the idea is totally new and there is a huge
market to be grabbed. So as the first mover in the market we will definitely get some
advantages. Such as we will be able to climb the experience curve before anyone else in
the market that comes later than us.
▪ Unique kind of entertainment (glow in the dark): The unique kind of entertainment we
are providing is the “Glow in the Dark” golf. This is a totally new idea within the
international market. So we are considering this as one of our strengths.
▪ Simple business process: Our business process is simple, there are no hidden costs or any
critical plans for the customers to be understood so, we hope it will attract the customers
or at least make them satisfied.
Weaknesses
▪ New type of service: This is a new type of service in the society, so, we have to
introduce the service right from the basics to the customers. That will be a challenge for
our business because if we fail to introduce the service properly the whole business idea
will fall.
▪ Lack of space: Currently we are just serving in a residential space so the space cannot be
decorated according to our plans. This will hamper our business because the presentation
of the business plays a lot in the positioning strategy.
▪ Lack of promotional activity: Because of the lack of budget we cannot go big in terms
of promotional activity. Though we have a budget surplus, the kind of promotion needed
for a substantial growth will not justify the size of our business.
▪ No prior knowledge of the service: This is basically one weakness from the internal
part. As I have mentioned before there are no such mini golf clubs in Bangladesh except
one. If there was one, we could have followed their business process to make our
business stand in the primary phase.
Threats
FANTA-C Potential entrants: we are the only second business in the particular business type so
there are a lot off potential entrants to come on the business if we can proof the business
to be a profitable one. But we are looking this threat from the other side of the fence. We
are considering this situation as an advantage as we are the first movers.
Misinterpreted market share: The market shares we are assuming to grab in the first
year may not become real after starting of operation. So we are not totally depending on
the expected sales figures. We know those figures will only become true with our 100%
efforts.
Cultural adaptation: Golf is not a game which is widely played in our country so it
will take time among the population of our country to adapt to the game and actually
come and spend money playing mini golf.
Opportunities
Capture more market share: As it a totally new market for the business we are
hoping to grab more market share with our high quality service and strong positioning
strategy.
New market segment: Currently we are just focusing on a particular age group and a
certain income group. But in the future when the game will be widely known there
might be other interested segments we will be able to grab as our target market.
Local events: There would be local events which will give us chance to promote our
business among the society and especially to our target audience.
Changing technology: We are currently using the best and the most advanced
technology available in the market. We are hoping there would be advancement in the
development of these kinds of equipments and which will help us to grow the business
more and attract more customers.
FANTA-C
MARKETING PLAN
MARKETING MIX
Since, FANTA-C is a service oriented firm our marketing consists of 8Ps- the traditional
4Ps and the additional 4Ps- Process, Physical Environment, People and Productivity & Quality.
Product (Service) Elements
Our core service is miniature indoor golf. We, at FANTA-C, intend to develop facility
that will feature a 9-hole golf course. This course will mimic a traditional golf course that will
have sand traps, running water, and other real course like attributes. We will use an “eternite”
type golf course, one of the four types of golf course standards, approved “World Minigolfsport
Federation”. We are also going to provide a special type of game at a premium price that is not
available anywhere in Bangladesh, i.e. Glow in Dark Indoor Golf.
As supplementary services we are offering an “outsourced” café that would include a
juice bar, and wireless internet facilities for customers.
Place and Time
We will be open from 10.00 AM to 10.00 PM every day except for Tuesday which is the
zonal holiday for Dhanmondi (zone-4).
FANTA-C will be located on 6th floor of a 3000 square feet apartment located at 774,
Satmasjid road, Dhanmondi, Dhaka which is a very convenient one for our target customers.
The area is surrounded by private universities, schools and offices.
Price and Other User Outlay
FANTA-CThe price of our service is very low compared to other entertainment facilities. We are
going to charge BDT 100 per game containing 9 rounds. Our price is premium because of the
quality we are providing. Our indirect competitors are charging less compared to the quantity of
services. We will also allow a provision for membership packages in future. Members can avail
our custom packages and pay a bulk amount at the time of registration.
Customers can also enjoy a café experience in our “outsourced” café that will have
separate prices; prices will be set by the café management and approved by our management.
We are going to receive a fee from that café. The wireless internet facility is available only for
customers who will avail our services. And it would be provided for free.
Promotion
FANTA-C will use different Medias in promoting the business to capture the market.
We will be using facebook fan page, banners, leaflets, etc. The initial and future promotional
strategies are discussed in the next segment- “Marketing Strategies”.
Process
We are using a very simple process. The customers will have to enter their name and
time of entry in a register, pay the fee and start playing. In case of our management process, it is
simple too. It does not have a lot of level in its organization structure. We also do not require
daily transactions since our assets are fixed ones and the café is outsourced.
Physical Environment
The physical environment FANTA-C provides is very pleasing for the customers. It
helps the management in providing the services efficiently. Our décor will be done with the
assistance of professionals. We will have air conditioned area with skyline view which will give
a soothing and real golf like experience. Our golf course will also have a LCD TV and Wi-Fi
for our customers.
People
FANTA-CFor providing premium service we need the right kind of people. People from our firm’s
perspective are as follow:
Front stage: Our firm is a people processing service. The customers are present in the service
factor, in our case the golf course. Front stage employees are the contact points for the
customers. It includes our operator (assists the customers during the game) and manager. The
operators will be constantly briefed by the manager and the recruitment will be also done
accordingly.
Back stage: They are the core service provider. Our technician and curator are our backstage
people. They will be efficient and qualified.
Productivity and Quality
Productivity and quality has to be achieved simultaneously to be profitable. To achieve
them we will maintain some important strategies:
Ensure proper functioning of service infrastructure
Provide what we say would
Recruit efficient employees
Never compromise with quality
Make exceptions for loyalists
Marketing Strategies
Since the business is a unique one, that does not have many similar competitors existing
in the market, a few simple strategies to catch the eyes of the target population is all that it
requires. According to various studies conducted for various reasons, it has been seen that
Bengali people are very enthusiastic towards new types of entertainments. This is a very
profitable and important advantage that we shall be able to enjoy.
Typologies of Our Current Marketing Strategies
FANTA-CThe current marketing strategies that we are undergoing in order to promote FANTA-C are of
two types:
i. Above the line
ii. Below the line
i. Above the line:
Marketing strategies where the seller cannot directly communicate with the audience or
the consumers. Typical examples of such strategies might include- TV commercials or any
types of commercial advertisements on television or cable TV channels, web advertisings
like visual advertisements that are only displayed on sides of the popular web pages, s
ii. Below the line:
Below the line marketing strategies are ones where the seller can directly communicate
with the audience or the consumers. Typical examples of such strategies might include-
corporate invitations, leaflets, interviews, questionnaire surveys and etc.
Current Marketing Strategies
The most current marketing initiatives that shall be taken to promote FANTA-C are as follows:
Above the line:
Free web promotions on FaceBook Fan Pages: we are very initially trying to
promote the club by opening up a fan page on FaceBook, the most popular
socializing website of the country. From here we expect to attract a lot of
attention through word of mouth advertising by the very own friends lists of the
five owners.
Cable TV Commercials: these are the advertisements that we can often see on the
cable TV channels operated by our very own individual cable TV operators to
whom we are subscribed to and to whom we pay the fees of subscription on a
FANTA-Cmonthly basis. They operate like any other cable TV channel and so display
different commercial advertisements during their programs too, in return of
monetary benefits. We are planning to release our cable TV advertisement on a
few of the most popular cable TV channels in Dhanmondi.
Newspaper advertisements: we shall try promoting the brand by issuing
newspaper advertisements on popular newspapers such as – The Daily Star and
Prothom Alo. The advertisements shall be designed by our very own marketing
specialist Nirjona Wahed so as to deduce the expenses of acquiring marketing
employees.
Banners: by placing banners at chosen spots of the city, we shall also be able to
expand the business furthermore and attract more people.
Below the line:
Leaflets and posters: we are planning to go on a massive attempt to deliver
leaflets and posters on different vehicles and other concrete surfaces covering
grounds on Dhanmondi and also effectively deliver leaflets in front of different
schools, colleges and universities in Dhanondi and Kolabagan.
One to One services- we shall also try to promote the club by hand delivering
letters of invitation to some of chosen selected people of the different
communities -corporate employees, sports club members, high school and
university students.
Future Marketing Strategies
Above the line:
Continuation of all the older strategies: as we move on with our business, we
shall try to continue the initial process of marketing by which the FANTA-C
came into the focus of it customers.
FANTA-C Move on with enhanced Web Advertising: in the future we shall try to expand
the range of web advertisements and shall try to move onto paid advertisements
on the popular websites used in Bangladesh (mainly Dhaka). This means that we
shall try to put up advertisements of FANTA-C on sites such as
www.amadergaan.com and such other popular sites that are visited frequently by
the youth.
Below the line:
Continuation of the older strategies: as we move on with our business, we shall
try to continue the initial process of marketing by which the FANTA-C came
into the focus of it customers.
Free and discounted memberships to regular members of many beauty saloons-
both male and female- as we develop a brand image we shall try to incorporate
the beauty salons that are mostly visited by our target customers like- Persona,
Persona Adams, Women’s World, Hairobics and so on. By this, we shall provide
discounts to the regular customers of these places and thus both us and the
incorporated institutions shall be able to enjoy an enhanced customer base.
Strengthening the Brand Name of – “FANTA-C”
Strengthening Brand name by effective positioning – we shall try enhance the
business’ goodwill and brand name by applying a few very simple strategies that
are as follows:
Giving the feeling of a real golfer- our expert technicians and long with
other employees on the grounds shall all act s motivating factors to the
players and in addition, the skyline view with the green carpeting shall
give the player a feeling of being a real golf player playing on a golf
court.
FANTA-C Experience marketing- moving the business into a larger context and thus
expanding it, shall require a very efficient team of marketing experts and
so, as the business expands, we shall try to recruit a marketing team of
expert marketers.
Relationship marketing- we shall also highly depend on the relationship
that we share with the customers and the fellow business people of our
community since a good relationship with them shall prove to be
beneficial both for u and for them as well.
Membership Card- In order to enhance relationships with our customers,
we shall allow them to enjoy monetary discounts and other facilities
offered by our membership cards.
Tickets of various events through our affiliations with event management
firms- we shall also try to be distributors of tickets various events through
our affiliations with many different event organizers and event managers
and thus be a benchmark for our competitors and also to gain a goodwill
amongst our customers.
Attaining recognition as a leader in this business in terms of service innovation; by
acquiring new and modified equipments- unlike our competitors, we shall always try to
upgrade the playing tools and equipments for assistance of the players and this shall also
provide us with an enhanced competitive edge in comparison with our competitors.
Thus, this shall also allow us to attract the customers away from our competitors.
Gaining capabilities in regards of resources in order to expand this business before the
competitors do- we shall always concentrate on gaining our very own commercial
grounds and spaces to permanently set the business up. Moreover, acquiring a
commercial ground is not an easy thing to do. So, if we can somehow achieve this, it
shall provide us with another edge in the competitive view.
FANTA-C Push our customers in a cost effective way via word of mouth marketing- this is one
form of marketing that shall help us to raise the business furthermore without any
marketing expenses being spent. But, this strategy only works when people begin to talk
about our business and wants to discuss and want to know more about it.
We will organize mini golf tournaments with interesting prizes. The prizes will be paid
for to the customers and the winners by the tickets- this is expected to work in a very
effective way, when FANTA-C organizes mini golf tournaments, for which they pay the
winners not in monetary fund’s but with tickets for various events. This shall not only
enhance FANTA-C’s affiliations with various organizers but shall also create a
willingness amongst the people to actively participate in the tournament. For ex.- if we
arrange for a min golf tournament just before Shahrukhn Khan’s concert and pay the
winners with the tickets of the concerts, more people would be enthusiastic to participate
in the tournament for which they have to practice beforehand and by these practice
sessions, FANTA-C shall earn revenues and profits.
FANTA-C
Management and Operation
Physical Location
FANTA-C will be located on 6th floor of a 3000 square feet apartment located at 774,
Satmasjid road, Dhanmondi, Dhaka which is a very convenient one for our target customers.
We choose this location because only from this location, we will easily grab our target market.
FANTA-C
We choose this location because this area is consist of a large number of --
School
College
University
Multinational Office
Business Office
School:
Dhanmondi area is consists of both English medium and Bengali medium schools. As
our target customer is above 16, so it is a huge customer resource for us.
College:
There are so many colleges in this area. So it is also a great source of our target
customer. Our potential colleges are City College, Stamford College, Chartered College and
many other colleges.
University:
University student is our one kind of potential customer. There are many universities in
Dhanmondi area. So establishing our business in this area will easily attract our target customer.
Multinational and Business Office:
There are so many multinational and business offices in Dhanmondi. Employees of
these offices are also our target customer. So we will easily grab that customer.
FANTA-C
Floor Plan
Our floor plan for FANTA-C will be look like this. We will arrange the whole place in a
way, so that we can arrange 9 rounds in the whole place. People start from round 1 to round 9.
One group move from round 1 to round 2, the other group will start the round 1. The whole
mini golf game will be run like this cycle and people will play this 9 rounds game only by 100
tk.
So, Our FANTA-C mini golf clubs floor will be look like this -
FANTA-C
Management Team
We are going to do this business as a partnership business. We will be 5 members doing
this business. One of our members will be the manager of our club. He will control the club and
also maintain the standard of café. This is because we will outsource the café. So manager will
control each and everything about the club and employees will accountable to him.
FANTA-C
We will also hire some support staff that will do supporting activities in our club. So for
support staff we will hire operator, technician, and cleaner. Operator will operate all the
activities like- registering, giving the golf instruments and some other staffs. Technician will do
all technician work of our club. And cleaner will clean the golf court and our office room.
Overall Business Strategy
In the word “strategy”, we mean a plan of action designed to achieve a particular goal.
Strategy is the direction and scope of an organization over the long-term: which achieves
advantage for the organization through its configuration of resources within a challenging
environment, to meet the needs of markets and to fulfill stakeholder expectations.
Owners
Manager
Cafe Club
Support Staff
FANTA-CSo for making our business successful, we have an overall business strategy. We will
focus on differential strategy for making our business successful.
Differential strategy is use for making a business differentiate from other business. This
kind of strategy also talks about how you can differentiate your business.
Reasons for differential strategies
Our strategic target is value conscious customer. Our customer will be those people who
wants to play golf either they played golf in his life or not. Someone who has a fantasy
about golf also our customer.
Our marketing emphasizing in delivering better service at a reasonable cost. There are so
many rivals in our entertainment industries. So for grabbing this market, we need to
offer reasonable price.
FANTA-Cs target market is big enough to be profitable and to offer good growth
potential. In future we can easily expand to Dhaka’s important location and grabbing our
target market form those locations can be easily possible.
Keys to sustain this Strategy
Stay committed to serving the target market better than rivals. As we have entertainment
business, we have so many rivals. They are offering so many facilities. So we have to
serve them better facilities than our rivals. Thus we can stay in our strategy.
We will not enter in other market segment or adding other service unless we fulfill the
demand of our current market segment.
We will try to move in new facilities and segments after fulfilling our current market
segment. After fulfilling our current market need, we will provide extra facilities to our
market segment according to our customer demand.
FANTA-CFor making our business so much successful, we will do
Monitor and evaluate the functional strategies continuously. We will also have to
monitor our financial strategies continuously so that we can take a look on those
strategies and can infer that where my strategic position is.
Check out that all the strategies are working well or not. If not then we will have to take
some actions.
Take corrective measures and adjust strategies accordingly through getting customer
feedback. We will collect our customer feedback continuously so that we can understand
what our customer demand is.
Financial plan:
Start up cost:
Startup cost
Tk.
Advance Rent 300000
Decoration:
FANTA-CSticks & Equipment 50000
Carpeting 200000
Interior:
Lighting 30000
Furniture & Equipment :
Furniture 30000
Air Conditioner 60000
LCD TV 50000
Promotional Expense 40000
Miscellaneous 15000
Trade license 5000
Total 780000
Total Investment 1000000
Reserve 220000
Sale Forecast:
# of people(Daily) # of people(Monthly)
Initially First month 15 450
Month 2-4 5% - 3Month
16 474
17 498
17 522.9
Month 5-7 10%-3Months 19 575
FANTA-C21 630
23 693
Month 8-10 15% - 3 Months
27 797
30 912
35 1054
Month 11-13 10% - 3 Months
40 1211
44 1333
49 1464
Stabilize
50 1500
50 1500
50 1500
50 1500
50 1500
50 1500
Income statement
Forecasted Income
StatementYear 1 Year 2 Year 3 Year 4 Year 5
Revenue:
(#
people*100)*30days 915000 1796400 1796400 1796400 1796400
FANTA-CExpenses:
Rent & utility 600000 600000 600000 600000 600000
Operating Expenses 222000 222000 240000 240000 258000
Promotional Expense 155000 120000 120000 120000 120000
Depreciation 153000 153000 183000 183000 213000
1130000 1095000 1143000 1143000 1191000
Net profit from
operation -215000 701400 653400 653400 605400
Revenue from
outsourced cafeteria 60000 60000 60000 60000 60000
Interest payment -250000 -250000 -210000 -168000 -126000
Net Profit -405000 511400 503400 545400 539400
Balance Sheet
Forecasted
Balancesheet
Pre operating
period Year 1 Year 2 Year 3 Year 4 Year 5
Asset
Cash 220000 23000 657400 975000 1622760 1902680
Equipment 50000 50000 50000 60000 60000 70000
FANTA-CDepreciation -25000 -50000 -30000 -60000 -35000
25000 0 30000 0 35000
Carpeting 200000 200000 200000 250000 250000 300000
Depreciation -100000 -200000 -125000 -250000 -150000
100000 0 125000 0 150000
Furniture 30000 30000 30000 30000 30000 30000
Depreciation -6000 -12000 -18000 -24000 -30000
24000 18000 12000 6000 0
A/C 60000 60000 60000 60000 60000 60000
Depreciation -12000 -24000 -36000 -48000 -60000
48000 36000 24000 12000 0
LCD TV 50000 50000 50000 50000 50000 50000
Depreciation -10000 -20000 -30000 -40000 -50000
40000 30000 20000 10000 0
Lighting 30000 30000 30000 30000 30000 30000
Advance rent 300000 300000 300000 300000 300000 300000
Other asset
Trade license 5000 5000 5000 5000 5000 5000
Other pre-expense 55000
Others
FANTA-CTotal Asset 1000000 595000 1076400 1521000 1985760 2422680
Liabilities
Loan 1000000 1000000 840000 672000 504000 336000
Equity
Retain earining
-405000 236400 849000 1481760 2086680
Total Liability
and equity 1000000 595000 1076400 1521000 1985760 2422680
Depreciation Method
We will use straight line depreciation method for our fixed assets. The calculation will be
below:
Depreciation Breakdown (First 2 years) Months of use Monthly amount
Sticks & Equipment 50000 2083.333333 24Carpeting 200000 8333.333333 24Furniture 30000 500 60A/C 60000 1000 60LCD TV 50000 833.3333333 60
FANTA-Ctotal 12750
After yr 2Depreciation Breakdown Months of use
Sticks & Equipment 60000 2500 24Carpeting 250000 10416.66667 24Furniture 30000 500 60A/C 60000 1000 60LCD TV 50000 833.3333333 60total 15250
After yr 4Depreciation Breakdown Months of use
Sticks & Equipment 70000 2916.666667 24Carpeting 300000 12500 24Furniture 30000 500 60A/C 60000 1000 60LCD TV 50000 833.3333333 60total 17750
Investment revitalization or Break-even point
We will achieve our break-even within 3.72 years and that is good for our business.
Because if we achieve our break even very fast than we can invest on others or can spend some
capital expenditure in future.
net profit/yr Calculation balance
Total liability and equity-Net profit
-405000 1000000-(405000) 1405000
511400 1405000-511400 893600
503400 893600-503400 390200
545400 390200-545400 -155200
therefor need 3.72 yr to rep up our initial investment
FANTA-CLoan Amortization
For our loan amortization we are assuming that the life time of the loan will be seven
years and we will start the payment from year 2. In year 2 we will pay back 160000 taka
principal amount and rest of the year we will pay 168000 taka equally.
Principal amount Interest 25%
Year 0 1000000 -
Year 1 1000000 250000
Year 2 840000 250000
Year 3 672000 210000
Year 4 504000 168000
Year 5 336000 126000
Year 6 168000 84000
Year 7 0 42000
Financial objectives
We divided our financial objectives into 2 parts. One is short term object and another
one is long term objective.
Short Term:
Achieve break-even within 4 years.
Generate at least 9,000 customers’ in the first year:
Long term:
Have sufficient internal cash flows to fund new capital investment and future expansion.
FANTA-C Achieving lower overall costs than rivals.
Financial strategy
To achieve this objective we will use some financial strategy. That will make our work easy.
Those strategies are:
We will try getting supplies from those suppliers who offer greater discounts and longer
credit time.
We will buy our equipment on credit in future.
We will try to purchasing Furniture s and fixtures on installments.
Maintaining a certain reserve for financing future capital expenditure (25% of Profit)
and for further expansion of the business.
Achieving lower cost than rivals.
Outsourced Cafeteria: We are charging only Tk. 5,000 in this point, because it is in an
initial stage. As business grows we’ll charge higher as per the situation.
We will affiliate ourselves with sponsors who will provide us with certain supplies in
exchange for us offering their products. For Example – BATB smoking rooms at
KOZMO lounge and other coffee shops.
Doing all these by keeping the company financially prudent.
FANTA-C
Conclusion
So far in our plan we have presented our overall and functional strategies of our
business. Our plan has been presented with opportunity and risk analysis from both marketing
and financial perspective. Every factor to start a business has been keenly scrutinized including
human resource planning and future marketing aspect. So our plan can be considered as a future
success. But even if it does not work out, our exit strategy is to liquidate our business to repay
our investor or sell it to another business.
Our future prospects are: To introduce membership packages for creating a loyal
customer base and adding more indoor games on public demand. Our long term plan is to shift
to a new location to accommodate business expansion preferably to a commercial lot.
FANTA-C
