ORGANIC FOOD CENTER

(It’s Always Better When It’s Natural)

Managing The Entrepreneurial Venture

COMPLETED BY

MUNEEB QURESHI (4042)

S. UMAID ALI (6607)
SHAFIQA (5201)
Table of Contents
Introduction ............................................ 3
Health Benefits of Organic Food ...... 3
Executive Summary .............................. 5
Business Overview ................................ 7
Business Description ............................. 9
Market Analysis ................................... 13
Operating Plan..................................... 17
Marketing and Sales Plan .............. - 18 -
Financial Plan ...................................... 19

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INTRODUCTION

Organic food refers to food products that are produced, prepared, and processed without the
use of any chemicals. It means organic food production prohibits the use of chemical
pesticides, chemical fertilizers, or chemical preservatives. Consequently, organic foods are
increasingly gaining popularity because a greater portion of the population wants to know its
benefits. The general public belief is that organic food is healthier compared to the
conventional ones, and it’s the primary reason for its increased demand over the past decade.

Health Benefits of Organic Food

In general, organic food consumers, manufacturers, and farmers strongly believe that organic
food has the following benefits compared to conventional food.

 Antioxidant Capacity

A number of studies have been completed regarding the effects of antioxidants from organic
foods on overall health, and the predominant results have shown that antioxidants tend to have
more of an impact when they come from organic foods. Recent research suggests that
choosing organic food can lead to increased intake of nutritionally desirable antioxidants and
reduced exposure to toxic heavy metals.

 Antibiotic Resistance

People are very sensitive to issues of their health, and they often take precautions to make
sure they remain healthy, like getting various vaccines and taking antibiotics as soon as a new
strain of bacteria makes them ill. However, non-organic food sources, particularly livestock and
feed houses, also use antibiotics to feed their animals. This extra dose of antibiotics may
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actually be weakening our immune system by basically overdosing on antibiotics, thereby

reshaping it so many times that it will eventually be unable to defend itself. Organic food
growers and dairy farmers do not use antibiotics in their processes.

 Overall Health

Since organic food is not prepared using chemical, it does not contain any traces of these
strong chemicals and does not affect the human body in negative ways.

 Better Taste

Some people strongly believe that organic food tastes better than conventional food. The
prominent reason for this belief is that it is prepared using organic means.

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EXECUTIVE SUMMARY

ORGANIC FOOD CENTER is a place of healthy as well as delightful meal lover who are
very conscious for their health and want to eat healthy food prepared with complete
organic ingredients by following their diet plan.

Organic Food Center is locally owned diet food restaurant. Organic Food Center will
provide a combination of excellent diet food at value pricing with fun packaging and
atmosphere. Organic Food Center is the answer to an increasing demand of diet food
prepared with complete organic ingredients to be consumed for daily meal including
breakfast, lunch and dinner.

 Opportunity:

We are providing to our customers a ready to eat meal for their breakfast to lunch till dinner
and between it.

 Mission:
Our goal is to reduce the difficulties of our customers for preparing healthy organic food
according to their diet plan

 Solution:

We are giving our customers a complete package of their daily meal according to their diet
plan at their door step without going to market for purchase ingredients for their meal and then
cook it at home.

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 Market focus:

We are inviting those people who are very conscious about their health and want eat organic
food which is affordable for them to purchase it within their budget plan.

 Competitive advantage:

Organic Food Center is providing organic food in very pocket – friendly prices as well as it is
located in nearest area of our target audience.

 Ownership:

There are total five partners of the business who are taking part in the management and
operations of the business.

 Expected returns:

We are expecting to reach breakeven point with profit in the pockets of our partners in the very
first accounting year.

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Business Overview

Organic Food Center is not a regular food restaurant it is a place where everyone who are
conscious about their health and want to eat healthy as well as tasty will enjoy their delicious
meal prepared with complete organic ingredients. We are providing vast amount of variety
including different organic meal according to the need and desire of our customer.

 Summary:

Organic Food center is one the best available food center which is providing various type of
organic food according to the diet of our customers following their diet plan which is given by
the professional nutritionist according to their desire and fulfilling their health requirement.

 Mission statement:

Our goal is to reduce the difficulties of our customers for preparing healthy organic food
according to their diet plan. We are providing our customers a ready to eat meal for their
breakfast, lunch and dinner.

 Markets and services:

Organic Food Center is the best place for those who wants to eat healthy meal prepared with
complete organic ingredients within their budget plan. We are looking for the people who are
earning in 5 digits amount and can’t afford expensive meal for their daily diet.

We are providing a list of healthy and tasty meal prepared with only organic ingredients. There
are different type of organic food which our customer can enjoy daily. We are also providing

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nutritionist service who will prepared a proper diet plan for our customer after observing them
with complete checkup. Our nutritionist will create a diet plan for our customer according to the
need of their health.

We are offering;

 Atkins diet

 The Zone diet

 Ketogenic diet

 Vegetarian diet

 Raw food diet

 Location:

Organic Food Center has their kitchen setup in Allama Shabbir Ahmed Usmani Rd, Block 4
Gulshan-e-Iqbal, Karachi,

 Financial goals:

We are going to be need amount of PKR 1,280,000 /= initially for starting our business. The
target for earning our revenue after completing first accounting year is to reach the amount of
equal to breakeven point and also all the partners earn some amount of profit within a year.

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BUSINESS DESCRIPTION

Organic food Center is not an ordinary food center which offers you daily meal by your choice
and cook it by their chemical mix ingredients which harms your health. Your regular meal
consists many different ingredients which are causing many mental and physical illness such
as high cloistral, high blood pressure, excess of extra fat in your body etc. which makes you
weak in your daily routine and makes you less healthier not only physically but also effects
your mental health and makes your brain weak which cause to anxiety, stress, depression and
you lose focus in your daily work.

Furthermore, inorganic and unhealthy food also cause your appearance as it effects your skin
which cause different skin problem because of excess use of fat, carbohydrates, calories etc.
So the only way to save your - self from these harmful effects you should have to eat organic
and preservative meal which will help you to protect yourself from these harmful effects.
Organic food di not means to eat only vegetable, organic food also include meat and other
food items according to the need. Now the problem is that preparing organic food according to
the diet plan is not easy because it include many ingredients which are hard to find and also it
is not easy to cook organic food dishes by yourself. There are not much restaurant who are
offering organic food. Organic Food Center is the place where you are getting your daily meal
which is ready to eat and also you don’t have to move out to get your food Organic Food
Center is delivering your food at your door step as well as at your work places.

 Opportunity:

If we talk about some current restaurants which are providing organic food they all are
situated in DHA which and it take much time to reach there also they are too expensive to
afford for the salary person. Organic Food Center is offering daily ready to eat organic food
at your door step in pocket friendly prices detail will be discuss below. Customers of
Organic Food Center are also gaining the facility of prescribed daily diet plan according to
their need by professional nutritionist and we are making your food plan on daily basis so

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you don’t have to decide daily about your meal we will provide you a complete meal
package from you breakfast to lunch till dinner according to the diet plan and chart
prescribed by our nutritionist.

 Product overview:

Organic Food Center is offering 5 different diet plan which will helps you to maintain your
health these diet plans are as follows:

 Atkins diet

 The Zone diet

 Ketogenic diet

 Vegetarian & Vegan diet

 Raw food diet

Atkins Diet

The Atkins diet, or Atkins nutritional

approach, focuses on controlling the
levels of insulin in the body through a
low-carbohydrate diet. If people
consume large amounts of refined
carbohydrates, their insulin levels rise
and fall rapidly. Rising insulin levels
trigger the body to store energy from the food that is consumed, making it less likely that
the body will use stored fat as a source of energy.

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The Zone Diet

The Zone diet aims for a nutritional

balance of 40 percent carbohydrates, 30
percent fats, and 30 percent protein in
each meal. The focus is also on controlling
insulin levels, which may result in more
successful weight loss and body weight
control than other approaches. The Zone
diet encourages the consumption of high-
quality carbohydrates - unrefined carbohydrates, and fats, such as olive oil, avocado, and
nuts.

Ketogenic Diet

The ketogenic diet has been used for

decades as a treatment for epilepsy and is
also being explored for other uses. It
involves reducing carbohydrate intake and
upping fat intake. It sounds contrary to
common sense, but it allows the body to
burn fat as a fuel, rather than carbohydrates.
Healthy fats, such as those in avocados,
coconuts, Brazil nuts, seeds, oily fish, and olive oil are liberally added to the diet to maintain
an overall emphasis on fat.

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Vegetarian & Vegan Diet

Many people choose a vegetarian diet for

ethical reasons, as well as health. Many
people choose a vegetarian diet for ethical
reasons, as well as health. There are
various types of vegetarian: lacto-
vegetarian, fruitarian vegetarian, lacto-ovo
vegetarian, living food diet vegetarian, ovo-
vegetarian, pesco-vegetarian, and semi-vegetarian. The majority of vegetarians are lacto-
ovo vegetarians, in other words, they do not eat animal-based foods, except for eggs, dairy,
and honey.

 Key participants:

Our raw material supplier is one the major stake holder of our business and also we are the
stakeholder of it. We are purchasing our raw material which is fresh vegetables and fruits,
fresh meat (including mutton, Fish, Chicken and beef) from different markets.

For vegetables and fruits we are coordinating with

the person of Sabzi Mandi.

For meat (beef, chicken and mutton) we are

coordinating with the person of Karachi Gosht
Mandi sadder and for some other raw material like
eggs and milk we are going to be reach dairy farm
marketers.

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MARKET ANALYSIS

Organic Food Center will focus its marketing activities on reaching the people living nearest
area to its kitchen which are Gulshan Town, Gulistan -e- Johar, North Nazimabad and Federal
B Area more precisely, people working in offices located close to the Organic Food Center’s
kitchen. Our market research shows that these are the customer groups that are most likely to
buy Organic Food Center products. Since Organic Food Center consumption is across
different income categories and mostly depends on the level of middle class and upper middle
class people.

Organic Food Center will cater to people who want to get their daily meal prepared with
organic and healthy ingredients without going in kitchen too cook it or go outside to buy it.
Such customers vary in age, although our location close to the fitness centers and gyms
means that most of our customers are those who are health conscious. Our market research
shows that these are discerning customers that gravitate towards better healthy as well as
tasty food. Furthermore, a lot of people eat their breakfast and lunch at their offices this will
provide us to enlarge our market by delivering our food in different offices.

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General trend toward quality among our consumers definitely plays an important role.
Additionally, such factors as desire for small indulgencies, for something more exotic and
unique, provide a good selling opportunity for food centers.

STRENGTHS WEAKNESSES
 Low prices  Initial profit is low
 Cost effective  All ingredients are
 Near to target not easily available
audience  Only take away no
 Providing dine in
nutritionist  Limited workforce

SWOT
OPPORTUNITIES THREATS
 Prices are lower  Ingredients are
than competitors perishable can’t
 No other only diet store for long any
food restaurant uncertainty prices
nearby with of vegetable etc.
nutritionist
can effect
 Will start dine in
also productivity

 Industry type:
As it is known Pakistan has one of the youngest populations in the world and the growth in
food industry along with retail segments partially shows the stabilizing economic backdrop.
This industry presents many opportunities for the diet-food sector in the development of food
products with health benefits.

To better understand and prioritize these opportunities, additional market intelligence is

needed on the attitudes and consumption patterns, and needs for products and services for
the various segments of the population that values the selective diet. Industry could look to
“Fitness organizations” as partners and sources of information. For seniors with medical
conditions and decreased mobility, specialized foods should available at the retail level.

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Reduced appetites, a reduction in taste and smell acuity and problems with chewing and
swallowing would indicate a need for appetizing products that appeal to the eye and have good
mouth feel. Opportunities exist for innovation to enhance flavor, taste and texture to improve
sensory properties of food along with the nutritional profile. These enhancements can be
accomplished through new technologies, new processing methods, food additives and novel
ingredients.

In Karachi, few restaurants have specifically marketed some product to health conscious
people. While industry has been addressing the nutritional needs of people through a variety of
means that increase access to food choices, but still there is a significant opportunity to
expand on strategies to make it “healthy food choices”.

 Market segmentation:

Market segmentation by location allows food industry to align themselves with smaller local
audiences, or serve regional or national audiences more efficiently. This takes into account
both regional preferences and distribution concerns. Companies may find their products do
better in certain areas and adjust their product distribution accordingly.

Segmenting based on the type of cuisine also leads to more effective positioning in the
marketplace. Both restaurants and commercial food companies can choose to identify
themselves as belonging to a particular genre.

We as a quick service restaurant, choosing selective dishes according to the taste of our
targeted customers and with all ingredients found in Pakistani food industry.

We have yet to establish our outlet in the middle area of Karachi that is Gulshan Iqbal.
According to the feasibility analysis this is the most suitable geographical area for our business
in Karachi. The interests and lifestyle of people in Gulshan and its surrounding areas are

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similar. We are covering all age groups based off purchase behavior to develop a more
targeted approach.

 Competition:

Every business has to face competitors who gives challenges in business activities. There are
6 restaurants in Karachi who are offering organic food. They are; (Neco’s Natural Store Café)
(Pure Health Café) (SocialM) (Espresso) (The Pantry) (Eat Fit, Nutri Love & Fitlicious) but all of
them are not providing a proper diet food according to the diet plan. Most of them are located
in DHA. Their prices are also high as it is not easily affordable for middle class person, but
Organic Food Center is allowing its customers a proper diet food according to their needed diet
plan. It also near to our targeted audience which mostly people from Gulshan town, North
Nazimabad Federal B Area and johar. Organic Food Center is also providing complete range
of meal including breakfast, lunch and dinner within a price range of PKR 200 to 400 and also
providing a special package of membership which is affordable for our customers who are
conscious about their health.

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OPERATING PLAN

Organic Food Center is locally owned diet food restaurant. Organic Food Center will provide a
combination of excellent diet food at value pricing with fun packaging and atmosphere. Organic
Food Center is the answer to an increasing demand of diet food prepared with complete
organic ingredients to be consumed for daily meal including breakfast, lunch and dinner.

They key employees that Organic Food Center will be need are their cooks who are going to
prepare the food for our customers. Two of the partners of Organic Food Center are going to
cook the food for customers with their expertise in making diet food. Other than this Organic
Food Center is going to have 2 delivery man for order fulfilment. In addition Organic Food
Center is going to do a collaboration with nutritionist who will prepare a diet plan for our
customers according to their need and requirements.

 Order Fulfillment:
Order fulfillment is about to prepare a food and deliver it to the customer. Organic Food Center
is preparing complete package of daily meal including breakfast, lunch and dinner using
complete organic ingredients according to the need of our customers and providing them their
meal at their home, offices anywhere and also they can pick it by themselves from our kitchen
which is located in Gulshan town.

 Payment:
Their different method payments that our customers can avail including cash on delivery or if
they are purchasing it from our kitchen they can pay it there. We accepting Pakistani Currency
Notes. Also we have exclusive offer for membership in that case our customers has to pay
once in a month.

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MARKETING AND SALES PLAN

Organic Food Center is the business place which is following all the current trend of market in
their operations similarly they using new way of marketing techniques for the promotion of their
business there are a lot of ways for business promotions and in current era, marketing
techniques have been enhanced and digital marketing is playing a vital role in business
promotion.

 Key messages:

We are here to facilitate our customers by saving their time as well as their efforts for
preparing organic food for themselves. Organic Food Center is always concern about their
customer’s satisfaction and comfort ability.

 Marketing activities:

We are using various mean of marketing for our business promotion including print media
but our main focus is on digital marketing as it is the more prominent and cheapest way of
business promotion now a days.

Activities which we are going to do are;

 We are creating a Facebook page to reach the maximum audience in cheapest way.

 Using social media websites for marketing like Facebook, You tube, LinkedIn.

 We are going to do some awareness activities at different public places like

shopping malls etc.

 Door to door marketing by distributing pamphlets/brochures.

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FINANCIAL PLAN

 Projected start-up costs:

The table below shows a sample of ongoing and one-time cost items that the Organic Food
Center will need in order to start. It is necessary to make assumptions about how many
months of recurring items. To begin with, the company will have to fund out of savings or
an initial investment.

START - UP COST
COST ITEMS TOTAL COST
Advertising/Marketing 50,000
Rent/Lease Payments/Utilities 4,20,000
Computer Equipment 15,000
Computer Software 30,000
Supplies 10,000
Equipment 4,00,000
Furniture & Fixtures 50,000
Business Licenses/Permits/Fees 5,000
Inventory 2,00,000
Cash-On-Hand (Working Capital) 1,00,000

ESTIMATED START-UP BUDGET 1,280,000

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Projected profit and loss model

REVENUE First Year

Estimated Net Sales 6000000

Cost of Goods Sold* (3600000)

Gross Profit 2400000

EXPENSES First Year

Salaries & Wages 360000

Marketing/Advertising 100000

Rent 720000

Utilities 120000

Internet/Phone 31200

Travel 267500

Legal/Accounting 50000

Office Supplies 5000

Total Expenses (1653700)

NET INCOME 746300

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