Entrepreneurship and small business management
FORMATIVE ASSIGNMENT
BUSINESS PLAN
Table of Contents
Section Content
Page
1 Executive Summary
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2 Business/Industry
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3 Market Analysis and Competition
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4 Sales and Marketing Plan
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5 Ownership and Management
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6 Operation Plan
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7 Financial Plan
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12117
Hamda Hassan A/laahi
119757
Munira Mahmoud Jama
Entrepreneurship and small business management
Meals-To-Go Service
 Executive Summary:
This business plan is for a business meals-to-go service that will provide
healthy and delicious meals to offices and workplaces for business
meetings, conferences, and events. The meals will be made using fresh,
locally sourced ingredients and will be delivered to the workplace at a
convenient time. The business will operate as a delivery service, with no
brick-and-mortar store. The business will focus on providing high-quality
meals and excellent customer service.
 Mission:
Our mission is to provide convenient, healthy, and delicious meal options
for people on-the-go. We understand that people are busy and may not
always have the time or energy to prepare meals at home, but still want to
eat well and maintain a balanced diet. Our goal is to make it easy for our
customers to access nutritious meals that they can feel good about.
 Company:
Our company, Meals to Go, is owned by a group of experienced
restaurateurs who have a passion for healthy eating and a commitment to
sustainability. Our management team includes seasoned chefs who have
developed an extensive menu of flavorful and nutritious meals.
 Product and service offerings:
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We offer a variety of fresh, locally sourced meals that can be ordered
online or purchased in-store. Our menu includes options for breakfast,
lunch, and dinner, as well as snacks and beverages. Customers can choose
from a range of dietary preferences, including vegan, gluten-free, and
paleo. We also offer catering services for events and parties.
 Target customer base:
Our target customer base consists of busy professionals, students, and
families who want healthy meal options that are convenient and
affordable. We will serve these customers by offering a variety of meal
plans and packages that fit their needs and budget. We will also provide a
seamless ordering and pickup process to save them time and effort.
 Competition and competitive advantage:
Our competition includes fast-food restaurants, meal kit delivery services,
and other meal prep companies. However, our competitive advantage lies
in our commitment to using fresh, locally sourced ingredients, as well as
our focus on sustainability. We also offer a wider range of dietary options
than many of our competitors, making it easier for customers with specific
dietary needs to find options that work for them. Additionally, our in-store
pickup option provides convenience and flexibility for customers who
want to grab a quick meal on the go.
 Start-up financing approach:
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We plan to finance our start-up through a combination of investor funding
and bank loans. We have already secured several investors who share our
vision and believe in the potential for growth in the healthy food industry.
We will also seek out small business loans and grants to help cover initial
start-up costs. As our business grows, we plan to reinvest profits to fund
further expansion and development.
 Business/Industry
 Business Description:
Meals to Go is a food startup that aims to provide healthy and
convenient meal options for busy individuals. Our business fits into the
food industry, specifically within the meal prep and delivery segment.
We aim to offer an alternative to traditional fast food options by
providing nutritious and delicious meals that can be easily ordered
online and picked up or delivered.
 Product Description:
Our product offers a range of pre-made meals that are designed to be
both healthy and delicious. We use fresh, locally sourced ingredients to
prepare meals that are customizable to meet each customer's dietary
needs and preferences. Our menu includes options for breakfast, lunch,
and dinner, as well as snacks and beverages.
Entrepreneurship and small business management
 Existing Competition:
Our competition includes fast food restaurants, meal kit delivery services,
and other meal prep and delivery companies. However, many of these
options may not offer the same level of customization or focus on healthy,
locally sourced ingredients that we do. Additionally, our in-store pickup
option provides added convenience and flexibility for customers who
want to grab a quick meal on the go.
 Target Market and Unique Services:
Our target market consists of busy professionals, students, and families
who want healthy meal options that are convenient and affordable. We
aim to offer a wider variety of dietary options than many of our
competitors, making it easier for customers with specific dietary needs to
find options that work for them. Additionally, our commitment to using
fresh, locally sourced ingredients sets us apart from fast food options. We
also offer the convenience of in-store pickup or delivery, making it easy
for our customers to get healthy meals whenever and wherever they need
them. Finally, we offer the ability to create custom meal plans based on
each customer's individual needs and preferences. This allows customers
to tailor their meals to their specific dietary needs and make healthier
choices.
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 Market Analysis and Competition
The market for meals to go has witnessed significant growth and
transformation in recent years. Factors such as busy lifestyles,
urbanization, and changing consumer preferences have contributed to the
increasing demand for convenient and ready-to-eat meals. Here's a
comprehensive analysis of the market and its competition:
 Market Size and Growth: The market size for meals to go varies
across regions, but it has experienced steady growth globally. The
market is driven by factors such as time constraints, convenience,
and the desire for healthier food options. According to industry
reports, the global market for ready meals was valued at
approximately $244.3 billion in 2020 and is expected to grow at a
CAGR of 5.8% from 2020 to 2027.
 Target Market: The target market for meals to go encompasses a
wide range of consumers. This includes busy professionals, working
parents, students, travelers, and health-conscious individuals who
seek quick and hassle-free meal solutions. Understanding the
specific demographics, psychographics, and preferences of the
target market is crucial for effective product development and
marketing strategies.
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 Consumer Trends: Several key consumer trends are shaping the
meals-to-go market:
 Convenience: Consumers are increasingly seeking convenient
meal options that require minimal preparation or cooking time.
This trend is driven by busy schedules and the need for on-thego solutions.
 Health and Wellness: There is a growing demand for meals
that offer healthier ingredients, organic options, and dietaryspecific choices (e.g., vegetarian, gluten-free, keto-friendly).
 Sustainability: Consumers are becoming more conscious of
the environmental impact of their food choices. Offering
sustainable packaging and sourcing practices can be a
differentiating factor.
 Global and Ethnic Flavors: Consumers are open to exploring
diverse flavors and cuisines, leading to a demand for meals
with authentic global and ethnic recipes.
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 Online Ordering and Delivery: The rise of food delivery
platforms and online ordering has made it easier for consumers
to access meals to go. This trend has been further accelerated
by the COVID-19 pandemic.
 . Competitive Analysis: The meals-to-go market is highly
competitive, with various players competing for market share.
The competition can be segmented into the following
categories:
 Restaurants and Cafes: Traditional restaurants and cafes that
offer ready-to-eat meals for takeout or delivery. They often have
established customer bases and the advantage of on-site
preparation facilities.
 Meal Kit Services: Companies that provide pre-portioned
ingredients and recipes for customers to prepare meals at home.
While not strictly "meals to go," they offer a convenient option
for consumers seeking home-cooked meals without the need for
extensive meal planning and shopping.
 Food Delivery Platforms: Online platforms that partner with
restaurants or dedicated meal providers to offer a wide range of
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meals delivered to customers' doorsteps. These platforms
leverage technology and logistics to provide convenient access
to meals to go.
 Grocery Stores and Supermarkets: Retailers that offer readyto-eat meal options in their prepared foods section. They cater
to consumers looking for quick meal solutions during their
grocery shopping.
 Dedicated Meal Delivery Services: Companies that focus
solely on providing ready-to-eat meals delivered to customers.
They often offer a diverse menu, catering to specific dietary
preferences and customization options.
 Competitive Factors: To differentiate in the meals-to-go market,
businesses should consider the following competitive factors:
 Menu Variety and Quality: Offering a diverse menu
with high-quality ingredients and appealing flavors can
attract and retain customers.
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 Convenience and Delivery: Efficient and reliable
delivery services, along with convenient ordering
options, are crucial to meet consumer expectations.
 Pricing: Providing competitive pricing while ensuring
profitability is essential. Offering value for money can
be a significant driver of customer loyalty.
 Branding and Marketing: Building a strong brand
identity, communicating unique value propositions, and
implementing
 effective marketing strategies are vital for success in a
competitive market.
 Customer Service: Providing excellent customer
service, addressing inquiries and concerns promptly,
and ensuring a positive overall experience can help
businesses stand out.
 Innovation:
introducing
Keeping
up
new flavors,
with
consumer
trends,
accommodating
dietary
preferences, and regularly updating the menu can attract
a diverse customer base.
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 Market Opportunities: Despite the competition, there are several
opportunities in the meals-to-go market:
 Niche Markets: Identifying underserved niches, such as
specific dietary needs or cultural preferences, can provide
opportunities for specialized meals to go.
 Technology Integration: Leveraging technology solutions
like mobile apps, online ordering platforms, loyalty
programs, or personalized recommendations can enhance
the customer experience and streamline operations.
 Collaborations and Partnerships: Forming partnerships with
complementary businesses, such as fitness centers,
corporate offices, or grocery stores, can expand reach and
customer base.
 Regional and Local Focus: Emphasizing local sourcing,
promoting regional flavors, or targeting specific geographic
areas with unique cuisine can resonate with consumers
seeking authentic and localized experiences.
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By conducting in-depth market research, identifying consumer needs and
preferences, and staying updated with industry trends, businesses can
develop effective strategies to thrive in the competitive meals-to-go
market. It's important to continuously analyze and adapt to changing
market dynamics to maintain a competitive edge.
 Sales and Marketing Plan
● Product or Service Offerings.
There are a variety of product or service offerings that a meals-to-go
business could consider. Here are a few examples:
 . Meal kits: Offer pre-packaged meal kits that include all the
ingredients and instructions needed for customers to make a
meal at home. This is a popular option for people who want to
cook their own meals, but don't want to spend time shopping
for ingredients.
 Ready-to-eat meals: Offer fully cooked meals that are ready
to eat as soon as they are picked up or delivered. This is a
convenient option for people who don't have time or desire to
cook, but still want a healthy and delicious meal.
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 . Catering: Offer catering services for events such as parties,
corporate meetings, and weddings. You could offer a variety
of menu options to fit different types of events and dietary
needs.
 Meal delivery: Offer meal delivery services to customers who
want healthy, convenient meals delivered to their homes or
offices. This could include daily, weekly, or monthly meal
deliveries.
 Online ordering: Offer online ordering through a website or
mobile app, allowing customers to easily browse menus, place
orders, and pay online.
 Subscription services: Offer subscription-based meal plans,
where customers can sign up to receive a certain number of
meals per week or month.
This is a great option for people who want consistent, healthy meals
without having to worry about ordering each time.
These are just a few examples of the product or service offerings that a
meals-to-go business could consider. It's important to research your target
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market and competition to determine which offerings will be most popular
and profitable in your area.
● Pricing
Strategy
The pricing strategy for a meals-to-go business will depend on a variety
of factors, including the cost of ingredients, labor, and overhead, as well
as the competition in the market. Here are a few pricing strategies that a
meals-to-go business could consider:
 Cost-plus pricing: This involves adding a markup to the cost of
producing the meal to determine the selling price. For example, if
the cost of producing a meal is $5 and the markup is 50%, the selling
price would be $7.50.
 Value-based pricing: This involves setting prices based on the
perceived value of the meal to the customer. For example, if the
meals are high-quality, healthy, and made with fresh ingredients,
customers may be willing to pay a premium price for them.
 Competitive pricing: This involves setting prices based on the
prices of similar meals offered by competitors in the market. It's
important to ensure that the pricing is competitive enough to attract
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customers, but also high enough to cover the cost of production and
generate a profit.
 Bundle pricing: This involves offering meals in bundles or
packages at a discounted price. For example, a customer could
purchase a package of five meals for a lower price than if they
purchased each meal individually.
 Dynamic pricing: This involves adjusting prices based on market
demand, such as offering discounts during slow periods or raising
prices during peak periods.
Ultimately, the pricing strategy should be based on a careful analysis of
costs, competition, and customer demand. It's important to find a balance
between offering competitive prices and generating a profit for the
business.
● Sales and Distribution:
Sales and distribution are critical components of a successful meals-to-go
business. Here are a few strategies for sales and distribution:
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 Storefront: If you have a physical storefront, customers can visit
your location to pick up their meals. This allows them to see and
smell the food, ask questions, and build a relationship with your
business.
 Online ordering: Offering online ordering through a website or
mobile app can make it easy for customers to place an order from
anywhere. This can also help you reach a wider audience and
increase sales.
 Meal delivery: Offering meal delivery services can be a convenient
option for customers who don't have time to pick up their meals. You
can set up your own delivery service or partner with a third-party
delivery service.
 Catering: Offering catering services can be a great way to generate
revenue from events such as parties, corporate meetings, and
weddings. You can market your catering services through online
advertising, social media, and word-of-mouth.
 Partnerships: You can also consider partnering with other
businesses to expand your reach and get your meals in front of more
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potential customers. For example, you might partner with a gym or
fitness studio to offer healthy meals to their clients.
It's important to consider the costs and logistics of each distribution
method, such as the cost of delivery or the time required to prepare meals
for catering events. You'll also want to ensure that you have the necessary
equipment and resources to effectively distribute your meals. By offering
a variety of sales and distribution options, you can make it easy for
customers to access your meals and grow your business.
● Advertising and Promotion:
Advertising and promotion are important for building brand awareness
and attracting customers to your meals-to-go business. Here are a few
strategies for advertising and promotion:
 Social media: Use social media platforms such as Facebook,
Instagram, and Twitter to showcase your meals, share customer
reviews, and promote special offers. You could also consider
partnering with social media influencers to reach a wider audience.
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 . Email marketing: Build an email list of customers and use email
marketing to promote your meals, share news and updates, and offer
special discounts.
 Local advertising: Consider advertising in local newspapers,
magazines, or radio stations to reach a local audience. You could
also consider sponsoring local events or sports teams to build brand
awareness.
 Search engine optimization (SEO): Optimize your website and
online listings for search engines to improve your visibility in search
results. This can help customers find your business when searching
for keywords such as "healthy meals" or "meals-to-go".
 Promotions and discounts: Offer special promotions and discounts
to incentivize new customers to try your meals. For example, you
might offer a discount on the first order or a free meal with the
purchase of a meal plan.
 Referral program: Encourage existing customers to refer new
customers to your business by offering a referral program with
rewards such as discounts or free meals.
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It's important to track the effectiveness of your advertising and promotion
efforts to determine what's working and what's not. This can help you
optimize your marketing strategy and allocate your resources more
effectively.
 Ownership and Management
In this company we are partners and we consist of two people and we
share losses and profits together. The general administration department
is managed by Hamda, while Munira manages the accounts department.
 Operation Plan
 Facilities:
The physical location of the meals-to-go business will depend on the
business model. If the business is a storefront, the location will need to be
convenient and easily accessible to customers. The size of the location
will depend on the size of the business and the types of meals offered.
Considerations for facilities may include:
1. Location:
2. Size:
3. Lease or mortgage:
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4. Zoning and permits:
5. Maintenance and utilities:
 Staffing:
The number of employees needed will depend on the size of the business
and the types of meals offered. Considerations for staffing may include:
1. Roles and responsibilities:
2. Sourcing employees:
3. Training:
4. Employment relationship:
 Equipment:
The equipment needed will depend on the types of meals offered and the
size of the business. Considerations for equipment may include:
1. Kitchen equipment:
2. Point of sale (POS) system:
3. Delivery vehicles:
 Supplies:
Supplies needed will depend on the types of meals offered and the size of
the business. Considerations for supplies may include:
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1. Food ingredients:.
2. Packaging materials:
3. Inventory management:
By carefully considering the facility, staffing, equipment, and supplies
needed for the business, you can ensure that the business is properly
equipped to produce and deliver high-quality meals to your customers.
 Financial Plan
The amount of money needed to launch a meals-to-go business will
depend on a variety of factors, such as the size of the business, the types
of meals offered, and the location of the business. Here are some general
considerations for a financial plan:
 Startup costs: Estimate the startup costs needed to launch the
business, including expenses such as rent, equipment, supplies,
marketing, and legal fees. These costs may vary depending on the
specific needs of the business.
 Operating expenses: Estimate the ongoing operating expenses
needed to keep the business running, such as rent, utilities, supplies,
and employee salaries.
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 . Revenue streams: Determine the revenue streams for the business,
such as meal sales, catering, and delivery services.
 Pricing strategy: Develop a pricing strategy that balances the need
to generate revenue with the need to remain competitive in the
market.
 Sales projections: Estimate the expected sales volume for the
business based on market research and competition analysis.
 Cash flow management: Develop a cash flow management plan to
ensure that the business has enough cash on hand to cover expenses
during periods of low revenue.
 Financing: Determine the financing needed to launch and operate
the business. This could include personal savings, loans from banks
or investors, or crowdfunding.
The amount of money needed to launch a meals-to-go business will vary
depending on these factors. It's important to carefully consider these
factors and create a realistic financial plan to ensure the long-term success
of the business
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