The business plan of the pizzeria “ExoPizza”

* The calculations use the average data for the World

1. SUMMARY OF THE PROJECT

The essence of the project is to organize its own public catering establishment - ExoPizza pizzeria with 40 seats in a city with a population of more than 1 million people. The concept of the institution and its main competitive advantage will consist in offering the guests the best pizza establishments in the world in fast food format: it will be based on several selected recipes borrowed from chefs from different countries of the world and improved by the project initiators. The pizzeria will be located in a rented area of ​​130 square meters. meters, located on one of the central streets of the city.

The volume of investments in the project is 2 104 100 rubles. The key costs will be - the purchase of equipment (1, 006, 100 rubles or 48% of investments), repairs (508, 000 rubles), and also the working capital fund (400 thousand rubles). The expected turnover of the institution is 1.13 million rubles, of which net profit is 187 thousand rubles. Return on sales - 16%. A simple payback period for starting investments is 14 months. Integrated project indicators are given in Table. 1 business plan.

Table 1. Integrated performance indicators

Discount rate (r-year), %

five

Discount rate (r-month), %

0.407

Payback period (PP), months

14

Discount payback period (DPP), months

14

Net present value (NPV), rub.

2 766 393

Return on Investment (ARR), %

17.54

Internal rate of return (IRR), %

10.62

Profitability Index (PI)

1.31

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Today, fast-food establishments are the most promising line of business in the field of catering. The advantage of this direction is its stability under not very favorable economic conditions. Even under the conditions of the crisis and a general decline in the industry recorded in 2015, the fast food segment, according to RBC.research, showed an increase of 5.2%. The volume of the stationary food market is estimated at 198 billion rubles. As a rule, fast food is a budgetary institution with a limited menu choice, the share of which, as of May 2016, is 21.8% of the market.

Pizza today is a versatile dish present both in expensive high-end restaurants and fast food establishments. The love of this dish has long been global, as evidenced by the appearance of countless types of national pizzas. Pizzaiolo from all over the world are trying to give pizza a local flavor. The peculiarity of the establishment planned for the opening of the restaurant, the Exo Pizza pizzeria, is the combination of the fast food format with the idea of ​​pizza as a global dish. Affordable price, fast service and exotic pizza - these principles will underlie the concept of a pizzeria. Since the fast food format implies a relatively narrow menu, the basis of the offered assortment will comprise several of the best, in our opinion, types of pizza according to pre-selected recipes. All recipes were borrowed from cooks from around the world and improved by the project initiators, the cooking technology was thoroughly worked out, and work was carried out to take into account feedback and suggestions.

The institution will be opened on one of the central streets of the city with a population of more than 1 million people, in a rented area of ​​130 square meters. meters. The capacity of the pizzeria is 40 seats. Clients of the institution will be residents and visitors of the city, as well as office employees working nearby. The main visitors will be young people aged 18-27 years who cannot afford meals in expensive restaurants, but love new and unusual types of fast food.

Pizza will be served to customers freshly baked, without the use of convenience foods. The finished dish will be served in a plastic bowl or in a special branded cardboard packaging. In addition, the assortment will include several types of salads, as well as soft drinks (for more details, see section 3 of the business plan).

The total investment in the project will amount to 2, 104, 100 rubles. Of these, 508, 000 rubles. will be invested in the repair of the premises (including design and facade work), 1 006 100 rubles. - in the purchase of equipment, 400 000 rubles. - in working capital, 190 000 - in intangible assets .. Start-up cost items are given in Table. 2 business plans. The legal form of activity will be IP, the taxation system will be simplified (“income minus expenses”). The preparatory period for the project will be 2 months.

Table 2. Investment costs of the project

No.

NAME

AMOUNT, rub.

The property

one

Room repair

329, 000

2

Design and installation of the facade

95, 000

3

Guest Room Design

84, 000

Equipment

four

Set of equipment

1 006 100

Intangible assets

five

Rent at the time of repair

120, 000

6

Opening action

40, 000

7

Registration and registration

10, 000

eight

Other

20000

Current assets

9

Current assets

400, 000

Total:

2 104 100

3. PRODUCT DESCRIPTION

At the initial stage, guests of the ExoPizza pizzeria will be offered a choice of 7 types of pizzas of various tastes. Pizza will be sold in portions (1/8 of the pizza) and will be displayed in heat showcases in a ready-made form. The pizza oven will be within the visibility of the guests, so each guest will be able to watch live the work of the pizza. In Tab. 3 presents the assortment of pizzerias and variable costs. The cost of raw materials for making pizza is calculated based on the average prices in Russia for December 2016.

Table 3. Nomenclature and variable costs

No.

PRODUCT

DESCRIPTION

COSTS OF PRODUCTION 1 PIZZA., Rub.

COSTS FOR 1 SERVICE (⅛ pizza), rub.

TRADING VALUE, %

UNIT COST, rub.

Pizza

one

Kitaeza

Chinese pizza with mussels and shrimp

263

32.87

160

85

2

Greek

Pizza with feta cheese, mozzarella and black olives

165

20.62

240

70

3

Mexican

Mexican Pizza with Avocado and Beans

159

19.9

250

70

four

Australiana

Australian style pizza with mozzarella, sausages and eggs

121

15.12

300

60

five

Uzbek

Uzbek style pizza with rice, meat and garlic

149

18.62

250

65

6

Brasigliano

Brazilian Pizza with Peas and Corn

196

24.5

205

75

7

Indiana

Indian pizza with biryani pasta, tomato, pepper and turmeric

232

29th

185

80

Salads

eight

Caesar with Chicken

Caesar salad with chicken, 200g

41

95

80

9

Caesar with salmon

Caesar Salad with Salmon

58

90

110

ten

Herring under a Fur Coat

Salad “Herring under a fur coat”

49

90

93

The drinks

12

Soda

Assorted sparkling water

15

300

60

13

Coffee

Assorted coffee

ten

700

80

14

Morse

Berry fruit drinks in assortment

26

170

70

4. SALES AND MARKETING

At the initial stage, 100% of the products will be sold directly through the pizzeria. In the future, as the institution develops and its profitability increases, it is planned to open a delivery service.

The marketing of our pizzeria will be based on the broadcast of the idea that pizza is a dish that the whole world loves, so even exotics should be affordable and cheap for the buyer. Unlike restaurants, such a pizza does not have to wait long, overpay for the services of a waiter, leave a tip and so on. Such a key factor in attracting customers and the main competitive advantage will be the taste of pizza, speed of service and price.

To attract the attention of the audience, it is planned to hold an advertising campaign on the opening day of the pizzeria with competitions and the sale of pizza at reduced prices. In the main period of activity, the advertising purposes will be: facade signage, printed materials (flyers, leaflets), promotions. The key task of the project team will be the formation of a positive image of the company due to the word of mouth effect, at which significant advertising costs are not required.

In Tab. 4 we presented a sales plan, designed for 3 years of the conditional life of the project. It is planned to reach the target volumes by 3 months of work.

Table 4. Sales plan for 2017-2019, rub. per month

2017 year

2018 year

2019 year

Pizza

644, 000

858, 000

1, 073, 000

Salads

281, 000

379, 000

469, 000

The drinks

209, 000

278, 000

348, 000

Total

1, 134, 000

1 512 000

1 890 000

5. PRODUCTION PLAN

The pizzeria will be located in a rented area of ​​130 square meters. meters, 56 square meters of which will be in the kitchen and auxiliary facilities, 70 square meters. meters. - required for the guest room, 4 square meters. meter will take a bathroom. The room, previously used as a restaurant, has a renovated kitchen room with all the necessary communications, there is also a supply and exhaust system, which reduces repair costs. Investments in its implementation will amount to 390 thousand rubles. (at the rate of 3 thousand rubles per square meter). The design of the guest hall will cost 84 thousand rubles, the design of the facade and facade work - 95 thousand rubles,

For the pizzeria to work, it will be necessary to purchase several types of production equipment, including equipment for baking pizza, equipment for making pizza basics, preparing toppings, collecting and storing pizza, and other kitchen equipment. Taking into account the purchase of equipment for the sale of drinks, cash registers and the arrangement of the guest hall, it will take 1, 006, 100 rubles to fully equip the pizzeria with everything necessary. (for more details, see Table 5 of the business plan).

Table 5. The list of equipment

No.

Name

price, rub.

Quantity, pcs

Cost, rub.

Pizza Baking Equipment

one

6 pizza oven

66, 000

one

66, 000

2

Pizza oven stand table

11, 000

one

11, 000

3

Pizza net

625

eight

5, 000

four

Pizza Mold Set

3, 000

one

3, 000

five

Inventory (shovels, knives)

2, 000

one

2, 000

Equipment for making pizza basics

6

Dough mixer

92, 000

one

92, 000

7

Dough sheeter

52, 000

one

52, 000

eight

Flour sifter

29, 000

one

29, 000

Stuffing Equipment

9

Vegetable cutter

42, 000

one

42, 000

ten

Cheese chopper

16, 000

one

16, 000

eleven

Inventory (knives / cutting boards, etc.)

8 500

one

8 500

Pizza collecting and food storage equipment

12

Cooled pizza table

83, 000

one

83, 000

13

Thermal showcase for pizza

28, 500

one

28, 500

14

Freezer

20, 000

one

20, 000

15

Work table

5, 000

2

10, 000

sixteen

Pizza board

450

ten

4, 500

Other kitchen equipment

17

Exhaust hood

9, 000

2

18, 000

18

Rack

7, 000

2

14, 000

nineteen

Washing bath in 2 sections

7 500

one

7 500

20

Wall shelf

900

four

3, 600

21

Libra

3, 000

one

3, 000

Equipment for a minibar

22

Coffee machine

42, 000

one

42, 000

23

Juice cooler

36, 000

one

36, 000

24

Bar refrigerator

23, 000

one

23, 000

25

Milkshake mixer

12 500

one

12 500

26

Other

3, 000

one

3, 000

Furniture for the guest room

27

Double-sided sofa

12, 000

6

72, 000

28

Chair

2, 000

32

64, 000

29th

Underframe

2, 500

22

55, 000

thirty

Countertop

2, 000

22

44, 000

Other

31

Inventory

42, 000

one

42, 000

32

Cash Equipment

40, 000

one

40, 000

33

Decor Items

38, 000

one

38, 000

34

Employees clothing (branded T-shirts, aprons, scarves)

6, 000

one

6, 000

35

Other

10, 000

one

10, 000

Total:

1 006 100

Pizza will be produced in accordance with a pre-developed technological map, which will consistently provide for all stages of cooking. The standardization of pizza cooking methods will underlie the concept of a pizzeria, as a fast food client must clearly know that he will receive pizza of a taste he knows at any time visiting a pizzeria.

With a seven-day working week, the maximum number of pizzas that two shifts workers can prepare in 12 hours a day (when baking 1 pizza in an average of 12 minutes) will be 110 pieces (or 880 pieces). The pizza sales plan (see Table 4) in the first year of operation is calculated based on the load by 34% with a subsequent increase to 57% in the third year of operation of the institution.

6. ORGANIZATIONAL PLAN

The project requires a preparatory phase. At the time of writing the business plan, a form of ownership and a taxation system have been selected, an individual entrepreneur has been registered, a room has been selected and a lease agreement has been concluded, a pizzeria concept has been developed, a technological project has been developed, and basic equipment has been determined. Next, it is necessary to develop the design of the premises, carry out repairs, purchase equipment and carry out installation, prepare the menu (carry out macro photography), hire and train personnel, and notify Rospotrebnadzor of the beginning of activity. The staffing of the pizzeria will include 14 people (see Table 6). Accounting will be outsourced. The work of the staff will be organized in shift mode.

Table 6. Staffing and payroll

No.

Position

Salary, RUB

Number of people

PHOT, RUB

Administrative staff

one

Administrator

20, 000

2

40, 000

Production personnel

2

Cook

30, 000

3

90, 000

Sales staff

3

Cashier

20, 000

3

60, 000

Support staff

four

Distribution worker

20, 000

four

80, 000

five

Cleaning lady

15, 000

2

30, 000

Total:

300, 000

Social Security contributions:

90 600

Total deductions:

390, 600

7. FINANCIAL PLAN

The total investment in the project will amount to 2, 104, 100 rubles. For starting costs, see Table. 2 business plans. The sales plan for the pizzeria is given in Table. 4. The expenses of the current period can be divided into constant and variable parts. Permanent (see Table 7) will include rent and utilities, commercial and administrative expenses, advertising, depreciation, bookkeeping, and the Internet. The variable part includes the cost of raw materials and their delivery. A summary table for all key financial indicators, including revenue and net profit, is given in Appendix 1. Depreciation of fixed assets was calculated on a straight-line basis for a 5-year life cycle.

Table 7. Fixed costs of the enterprise

No.

NAME

Amount in months, rub.

one

Rent

65, 000

2

Depreciation deductions

17, 000

3

Selling expenses

15, 000

four

Bookkeeping

8, 000

five

Management expenses

7, 000

6

Utilities

5, 000

7

the Internet

1, 000

Total:

118, 000

8. EVALUATION OF EFFICIENCY

The ExoPizza pizza project considered in the business plan is attractive for investments, which is confirmed by simple and integrated (Table 1 of the business plan) performance indicators.

Accepted discount rate - 5%. The expected turnover of the institution is 1.13 million rubles, of which net profit is 187 thousand rubles. Return on sales - 16%. Simple (PP) and discounted payback periods (DPP) will be 14 months. Net present value (NPV) - 2 766 00 rubles. - The indicator is positive and exceeds investment costs. Internal rate of return (IRR) - 10.62%, return on investment (ARR) - 17.5%, return on investment (PI) is 1.31, which is more than 1.

9. RISKS AND WARRANTIES

The Exo Pizza pizzeria project involves certain risks that can be divided into external and internal. And if the former depend on conditions that cannot be influenced, the latter are entirely related to the managerial competencies of the business organizers. For more information on risks and protective measures, see Table. eight.

Table 8. Possible risks and ways to prevent them or their consequences

Risk factor

Probability of occurrence

Severity of consequences

activity

External risks

Tightening repairs, increasing estimates

average

below the average

Careful approach to the choice of a construction company, conclusion of an agreement with fixed deadlines for the commissioning of an object and an estimate

Decrease in consumer preferences under the influence of fashion and trends

average

low

Choosing a concept that covers many types of cuisines (without narrow specialization), the ability to include popular types of pizzas in the menu without “damage” to the format, tracking market trends, monitoring competitors

Increase in the cost of raw materials

average

average

Conclusion of a long-term contract with suppliers, market monitoring, transfer to other suppliers

Rent increase

low

average

Registration and reservation of all payment conditions in the lease, assistance of a lawyer in resolving the issue, conclusion of a long-term contract at a fixed rate in rubles

Decrease in profitability due to the emergence of a direct competitor (s)

average

high

The presence of a unique offer, work on forming a base of regular customers: loyalty system, discounts, bonuses for birthdays, etc., constant monitoring of customer satisfaction, holding PR-campaigns

Equipment outage

low

average

Purchase of equipment with a guarantee, compliance with operating rules, hiring personnel with experience working with equipment

Emergency, force majeure circumstances

extremely low

high

Security / fire alarm, insurance

Internal risks

Failure to achieve planned sales

low

high

The choice of a location with a lot of traffic, the presence of a competent marketing strategy, the ability to purchase pizza in take away format

Decrease in sales due to an error in the choice of pricing policy

low

high

Analysis of supply and demand in the market, monitoring of competitors

Decline in reputation due to unprofessional staff

low

average

Careful selection of employees, work to improve the level of service (internal control, attending trainings), creating an internal system of motivation and fines, work on the automation of production processes

10. Applications

ANNEX 1

Three-year production plan and key financial indicators

08/18/2019

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