4/8/2013

Table of Contents1. Executive Summary.............................................................................................3

2. Purposed Business...............................................................................................4

1.1 Restaurant Services..........................................................................................4

1.2 Childcare Services.............................................................................................4

1.3 Leisurely Reading Services................................................................................4

1.4 Goals................................................................................................................. 5

1.4.1 Goal Time Line............................................................................................5

3. Industry................................................................................................................5

4. Market Analysis....................................................................................................6

3.1 Customers.........................................................................................................6

3.2 Market Size........................................................................................................6

3.3 Competitor Analysis..........................................................................................6

3.4 Marketing Mix....................................................................................................6

3.4.1 Product........................................................................................................6

3.4.2 Placement...................................................................................................7

3.4.3 Price............................................................................................................7

3.4.4 Promotion....................................................................................................7

5. Business Operations.............................................................................................7

4.1 Key Personnel....................................................................................................7

4.2 Operating Processes..........................................................................................8

4.2.1 Suppliers.....................................................................................................8

4.2.2 Inventory.....................................................................................................8

4.2.3 Sales...........................................................................................................8

4.2.4 Permits, regulations, and insurances..........................................................8

4.3 Location and Facilities.......................................................................................8

4.4 Equipment.........................................................................................................8

6. Financial Information............................................................................................9

5.1 Startup costs and financing...............................................................................9

6.2 Projected Cash flow statement......................................................................9

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1. Executive SummaryAruziko is a restaurant business that also offers services in daycare

and reading. It is based off the characters in a TV show called Roko Itonami. This business will be located in Yarmouth, NS and target customers of both genders aged 17-25. The restaurant Industry is growing and people are always looking for new experiences and this restaurant will give it to them. The servers will also double as actors and actresses for the different characters which will give the customer a greater experience.

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2. Purposed BusinessThe business that we plan on opening would be a TV show themed

restaurant located in Yarmouth, NS. The biggest reason we would like to open this up is to attract tourism back into Yarmouth. The show has fans from all over the world, this would also open a lot of job opportunities for the residents of Yarmouth and help the local economy.

The restaurant has 3 different services it offers, the main one being the restaurant. It also offers babysitting with trained early childhood educators for the customers during supper or parties and they offer leisurely reading spaces with coffee and wifi. Aruziko also offers a great customer experience that will make customers want to return again and again with its waiters and waitresses. Each one gets to dress up as a Roko character and pretend to be them making the characters really come to life. They are each trained for 1-2 weeks on the character they choose to be in order to get it correct.

The target market for the restaurant would be male and females aged 17-15

2.1 Restaurant Services The restaurant service of the company will serve foods that represent

the characters of the TV show Roko Itonami. Each character will have their own meal deals, expect for 1 as she will represent the kids meals. There will also be an Aruziko app where customers can put in the order for their food straight from their smart phones and when they input the time they will be there or want it, it will be ready for them. The food served will be small parts of many cultures depending on what is ordered. For a complete menu please see Appendix A.

2.2 Childcare ServicesThe child service of the company will have trained childhood educators

staffed in a room for children of all ages. This will be beneficial for our customers as it will help those who want to go out but feel they can’t because they cannot bring their children or the customers who are single parents and want to go on a date but can’t find a babysitter.

2.3 Leisurely Reading ServicesThe leisurely reading service of the company will be a small section in

the restaurant that is sectioned off by a river/pond type decoration with a small bridge to cross. It will have a small café for the customers who like to

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read and have a coffee. There will also be a bookshelf with books for customers to read who don’t bring their own. It will be a place of relaxation and tranquility for the stressed out customer.

2.4 GoalsAruziko has short term and long term goals. You can find them below

as well as a good time frame for which the company would like achieve these goals.

Short term goals

Gain customers and create relationships with them so they are loyal and return

Gain profit and break even within 1-2 years Increase brand awareness of the restaurant within Yarmouth and Nova

Scotia

Long Term Goals

Help the unemployment in Yarmouth Help the local economy by buying foods locally Expansion

2.4.1 Goal Time LineYear 1 – Gain customers and create relationships with them so they are loyal and return

- Gain profit and break even within 1-2 years- Increase brand awareness of the restaurant within Yarmouth and

Nova Scotia

Year 2 – Help the unemployment in Yarmouth

Year 3-5 – Help the local economy by buying foods locally

Years 5–10 - Expansion

3. IndustryThe food service industry is a hard industry to open up in and succeed.

The reason for this being the size of the food service industry being about 74,016 in Canada so to succeed you need to really be unique as well of the

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many risks with the industry such as; Bankruptcy risk, currency risk, event risk,

inflation risk, operational risk, and location. Some trends that could affect what is going on in the industry for this restaurant are; Boomers, millennial madness, imposed interactions, sustainability, mobile interaction, benefit brands, and crossover cuisine.

However even though the industry is hard to succeed in, it is also becoming a growing industry as more people are eating out with less time to cook. This industry consists of different segments such as fast food, fine dining, family dining, casual dining, and quick casual restaurants. We would not be going after the entire industry either. We would be segmenting it to only fine dining and Yarmouth residents.

4. Market Analysis

4.1 CustomersAruziko’s potential customers would be the residents of Yarmouth who

enjoy anime and have a middle class income. They would be both male and female who are aged 17-25.

4.2 Market SizeThe population of Yarmouth, NS aged 15-24 is 1,135. Sales in

restaurants are predicted to increase, breakfast, burgers, value, innovative beverages, boomers, mini anything, specialty coffee, healthier alternatives, more flavorful food, competition for market share, bringing food to consumer, changing experience, local food, social media.

4.3 Competitor AnalysisThe strongest competitors that Aruziko would have to face in

Yarmouth, NS would be Rudder's Seafood Restaurant & Brew Pub, Bread & Olives Café, Boston Pizza, Jungle Jims, Pizza Delight, and Wilson’s restaurant.

Rudder's Seafood Restaurant & Brew Pub is located on Water Street in Yarmouth. It is along the waterfront and has been in business since 1997. Their strength lays a lot in their location as being located on the waterfront that is one of the most popular spots for events in Yarmouth, especially during the summer.

Bread and Olives café is located on the corner of Parade Street and 2nd street in Yarmouth. It has been in business since 2011. One of their weaknesses is that not many people are aware of this place or what it is.

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Boston Pizza is located on Starrs road in Yarmouth. It is located next to the movie theatre. The location for this restaurant is also a strength as when people go on dates to dinner and a movie most will tend to go to Boston pizza since it is next door to the movies and becomes a convenience to customers.

4.4 Marketing Mix

4.4.1 ProductThe end user of our products and services will be feeding hungry

customers. What is unique about this is that it provides a daycare to help out the customers. Which is an additional service offered by Aruziko as well as reading books and space.

4.4.2 PlacementAruziko will be selling their products in a retail location yet to be

determined in Yarmouth. It will not be selling anything online; however will give the option to order ahead online and through apps.

4.4.3 PriceThe prices for the food at Aruziko will range from $4-15 depending

what the order is. Beverages will be price ranged from $1-$6. For all prices Please see menu in Appendix A. Discounts will also be made available through facebook, twitter, specials, and coupons. Certain people will also receive discounts such as staff, students, seniors, etc.

4.4.4 PromotionAwareness for the company will be brought to customer’s attention by

social media, internets ads, newspaper ads, radio ads, and television ads. One example for a promotion is Aruziko will have a pre grand opening where before it is advertised people can come in try it out for about half price for a week and all they have to do is send us feedback. As well as the grand opening day from 11AM until 6PM we will offer free meals to get the name out and recognized. The print ads will cost a little amount of money while the social media promotion will cost nothing. The television ads and grand opening promotions will cost a bit of money, but be worth it in the end and be remade into revenue once customers decide they like it.

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5. Business Operations

5.1 Key PersonnelThe following are a list of employees that will be needed to run the

restaurant.

Waitress/Waiters (Actresses/Actors): 12-20 of these employees are needed. They would have to serve customers, make customers feel special, pretend to be the character they are dressed as.

Cook: 8-12 of these will be needed. They will be responsible to make the different foods ordered and will need to have training from school.

Managers: 2-6 of these will be needed including ones for cooks, waitresses/waiters, and customer service. They will need to make sure everything is running smoothly.

Child Caregivers: 2-4 of these will be needed. They would in charge of watching the children left in the Kids room

Accountant/Book keeper: only 1 of these is needed. They would be in charge of keeping track of finances.

IT workers: 2-4 of these are needed. They would be responsible for making sure the site and app are always up and running properly

5.2 Operating Processes

5.2.1 SuppliersThe suppliers for Aruziko would be; Cooks Dairy for dairy products,

Geanel Restaurant Supplies Ltd for restaurant equipment, Churchill Brothers Farm Ltd for produce, and Thousand Hills Farm for free range chicken. More local farmers will be found for back up.

5.2.2 InventoryInventory will always be fresh and be stored in a fridge or freezer

within the restaurant for no more than 3 days. A tracking system will be found and implemented to keep track of what inventory is in store, what is needed and what was sold.

5.2.3 SalesSales will be available with interact, cash, and credit cards. Sales will

be tracked through a cash register receipt.

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5.2.4 Permits, regulations, and insurancesWe will need a Food Establishment Permit, License to Operate a Child

Care Centre Early Childhood Development Services, Food Handler Certification, Insurance Adjuster Licence: Company, and Business registration.

5.3 Location and Facilities Aruziko will be located in Yarmouth, Nova Scotia. The reason we

choose this place was it is where Ashley is from and it would help Yarmouth out as a town. The customers will be located in the town, around the waterfront and around the highway where tourists enter the town. Location is very important for the business because it needs to located at an easily accessible place where customers can find us. The interior of the location will have a friendly atmosphere, the base colours will be purple and black, the furniture will be comfortable similar to leather, and the characters from the show will be painted on the walls. The exterior of the location will have a good landscape with flowers and small trees to create a relaxing feeling. The location will be purchased.

5.4 EquipmentAll Aruziko equipment will be bought. This will include Stoves, booths,

chairs, kitchen utensils, baby change tables, high chairs, table bases, display case, patio umbrellas, stands, dishwasher, exhaust hoods, refrigerator, microwaves, fryers, ice machine, mixers, ovens, proofers and cabinets, specialty cooking, steamers, griddles, beverage equipment, food warmers and heat lamps, sinks and faucets, blends, waffle irons, freezers, soup and sauce warmers, food prep tools, slicers, cutters, dicers, toaster, beverage dispensers, chafers, cookware, cutting boards, inserts, measurement tools and scales, strainers, thermometers and timers, sauce bottles and labels, food storage, condiment holders, bake ware, knife sharpening, dishes, drink ware, table accessories. Trays and serve ware, serving utensils, flatware, shelving, work tables, labels, garment racks, aprons, chefs jackets, chef pants, oven mitts, head ware, carts, clothes, and towels, floor care, bus bins and utility bins, waste and recycling, and safety equipment.

6. Financial Information

6.1 Startup costs and financingStart-up costs FinancingLand/Building $ 90,000 CBDC Blue Water Loan $ 80,000Leasehold Improvements $ 13,000 Chartered Bank $ 20,000Equipment/ Machinery $ 7,000 Line of Credit $ 10,000

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Marketing $ 3,000 Owner’s investment $ 10,000Inventory $ 3,000 Personal Loan $ 3,000Working Capital $ 2,000 OtherTotal Project Costs $118,000 Total Financing $118,000

6.2Projected Cash flow statement

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