Open a restaurant business plan. Brief description of the project. Justification of the production plan

Do you like different national cuisines and are you good at pizza, sushi or meat dishes? But is it difficult to find a restaurant with a more or less tasty snack? Open your own business. A monthly income of about 200 thousand rubles is practically guaranteed with the proper organization of the business.

You should start by drawing up a business plan, and be prepared for the start-up capital to be at least 2 million rubles.

Market analysis

When choosing a suitable place, pay attention to the nearby summer cafes, bakeries, restaurants and other forms of public catering. large cluster these organizations in a limited area will create high competition. Against the backdrop of promoted establishments with a permanent clientele, it will be difficult for a new cafe to attract visitors.

Pay attention to the format of the institution. The following options are possible:

• mini-cafe of fast food type;
• with a self-service system;
• fast food restaurant;
• an institution specializing in the delivery of its own products.

You must also choose a specialization - will your cafe general direction or rather narrow profile: confectionery, ice cream parlor, children's, pancake shop, sushi bar etc.

Further, as an example for specific calculations, we will use the variant pizzerias. She will be popular in big city, whose inhabitants eat literally on the go. The main contingent will be students, office workers and noisy youth. In other words, a client with a low and medium level of income.

Basic menu principles

While the client is waiting for the pizza to be prepared, you can offer him snacks and salads that are prepared quickly. You can also diversify the menu quickly Italian desserts. Don't forget drinks: different kinds coffee, tea, juice, water and non-alcoholic beer.

Along with the famous types of Italian pie, offer customers unique types of pizza. Let them determine the filling from the proposed ingredients. These may be the following products:

• different types of cheeses and sausages;
• mushrooms and vegetable slices, greens;
• seafood, shrimp, anchovies;
• pickled onions, olives or olives;
• bacon, cold cuts;
• pickled vegetables and fruits;
• sauces.

Business registration

To proceed with the registration, it is necessary to clearly understand in which premises the institution will be located. Not only the area and lighting is important, but also the location. If this is a separate building, then more documents will be required than in the case of renting premises in mall, the owners of which have already taken care of obtaining documents from the SES, agreed on the retail space in the fire service, and approved the architectural project.

Ultimately, the entrepreneur needs to draw up a contract for the lease of space, register the business and notify the city administration.

A convenient option - and pay only 6% of all the income of the institution. If you are embarrassed by the high rent, do not rush to abandon the planned action plan. Renting space in a shopping center has several other advantages:

• guaranteed flow of visitors who are potential clients pizzerias;
• profitable target contingent;
• self-promotion, providing savings on marketing activities.

When calculating the profitability of the decision to rent premises in the shopping center, the following data will be obtained. An area of ​​60 square meters will require a rent of about 130 thousand rubles. per month. On weekdays, attendance can be approximately 50 people, on weekends up to 90 visitors. As a result, for a month the flow of visitors will be about 1720 people. If the cost of an average order is approximately 530 rubles with a standard markup of 250-300%, then monthly revenue will be in the range of 900-915 thousand rubles.

Financial plan

The starting investment for starting your own business will be at least 2 million rubles. This amount should include organizational, repair and promotional activities.

№	Name of the event	Cost in thousand rubles.
	Total:	2000
1.	Payment for rent for 2 months, during which repairs, delivery and installation of the necessary equipment, preparation for opening, registration will be carried out.	130*2=260
2.	Registration of the necessary documentation subject to the lease of premises in the shopping center + expenses for organizational measures.	100
3.	Pizzeria design development and payment for finishing works.	460
4.	Promotion of business, payment for advertising within two months.	130
5.	Purchase of all necessary inventory and specialized equipment.	940
6.	Development and production of menu cards.	40
7.	Building a stock of ingredients.	70

Of course, the most expensive item is the purchase of equipment and inventory. But you can’t save on this, since the speed of preparation and the taste of the dishes served will depend on the quality and level of technology.

Not a single pizzeria can do without a dough mixer, a flour sifter, a dough divider, a dough rolling machine, a press and an oven. You will also need devices for quick cutting of ingredients: cheese grater, vegetable cutter and slicer. The last point of purchase is furniture and refrigerators: a refrigerated display case, a pair of refrigerated cabinets, work tables and a rack.

Marketing plan

In a city with a population of 500-600 thousand inhabitants, the level of competition in the field of public catering is quite high. To announce a new pizzeria and attract customers, it is necessary to conduct an extensive advertising campaign. When planning promotional events, there are several factors to consider:

• age of potential customers (students, office workers, other visitors to the shopping center aged 16 to 45);
• the possibility of holding promotions in the shopping center;
• great impact on youth social networks and other Internet resources.

Before opening institutions can use the following methods of informing the public:

• prepare and distribute leaflets;
• order outdoor advertising (banners, banners, etc.);
• launch an advertising project on social networks, present the idea of ​​opening with promotional prices for products, tasting and other offers.

On opening day a special strategy should be planned, which will be as follows:

• not far from the pizzeria there is a billboard with outdoor advertising, on which not only appetizing photos of products, but also promotional prices, Special offers for different groups clients;
• in the shopping center on the opening day there should be an announcement about a new pizzeria that offers delicious pizza;
• outdoor advertising will also be needed outside the walls of the center in order to attract residents from nearby offices and educational institutions.

In the future, it is necessary to analyze all the marketing methods used. Abandon unprofitable ones and strengthen effective ones. But it is worth remembering that the success of a pizzeria depends not only on the number of attracted customers, but also on the taste of the main dish and the quality of service. It is necessary to work out methods of working with regular customers. Establishing good, cooperative relationships with people will help strengthen and expand the business.

You can watch a detailed story about opening your own cafe in the video:

Opening preparation schedule

On average, it takes from two months to prepare for the launch of a catering establishment, depending on the condition of the premises, the speed of recruitment and promotion of registration activities.

Considering that the privilege of opening in a shopping center simplifies the procedure for approving permits from the SES and the fire service, then it will take no more than 1 month to complete the documents. You should not wait until the registration passes, but immediately begin the procedure for recruiting and repairing. You need to make a schedule and perform all actions sequentially.

Planned events	March	April	May
Opening
Business registration, development and approval of statutory documents
Coordination of documents in the fire service and SES
Development of room design
Purchase building materials for interior decoration
Repair
Recruitment and training of personnel
Purchase, installation of furniture, equipment
Installation of lighting fixtures
Start of the advertising campaign
Purchase of the main items of ingredients

Profitability assessment

№	Name of the item of expenditure	Amount per month (thousand rubles)
Total:		665.5
1.	Salary fund	213.5
2.	Payment of rent in the shopping center	130
3.	Communal payments	24.5
4.	promotional activities	30
5.	Transport services	20
6.	Accounting services	8
7.	Contributions to the insurance fund	64.5
8.	Unexpected expenses	15
9.	Purchase of raw materials	160

The most expensive item - the payroll fund - is calculated subject to the involvement of the following employees:

• chef;
• five chefs;
• administrator;
• one cleaner;
• three dishwashers;
• four waiters/pizza delivery men;
• payment for accounting services under the agreement.

Thus, with monthly expenses of 665,500 rubles. and income of 915 thousand rubles. gross profit will be 249,500 rubles. Net income, taking into account 6% taxes, will be 234,530 rubles per month.

1. Introduction
2. Industry market analysis
3. Statement of the essence of the project
4. Rationale production plan
5. marketing plan
6. organizational plan
7. Project implementation risk assessment
8. Financial plan

Applications

1. Introduction

According to research, to save time, everything more people eat in fast food outlets and, although their share as a whole is still small, it is growing.

The project is designed for large restaurants that expect to diversify their activities and organize a fast food cafe.

Thus, the purpose of the project - this is the opening of a fast food cafe designed for middle-class visitors. The cafe has 50 seats. The total total area of ​​all premises - no more than 250 square meters.

The fast food cafe we ​​are developing is aimed at middle-class visitors. The basis of cafe services is mixed cuisine. The way to serve customers is the system of waiters.

Quick Service Cafe "Mercury" is created to meet the needs of visitors by providing cold or hot snacks and soft drinks. A cafe is created on the basis of a restaurant in order to expand activities in a fast food subsidiary.

At present, the pace of life has changed, and many workers and employees go to lunch at the nearest cafe during their lunch break, saving time as much as possible. Thus, the quick service cafe "Mercury" is responsible for creating a diverse range and high quality products.

On weekdays and weekends, the main visitors to the cafe will be employees of nearby organizations. A cozy interior, friendly staff and quick service will form the basis of tactics to attract customers.

2. Industry market analysis

Consumer habits today are largely determined by the time factor, the general acceleration of the pace and rhythm of our lives. The modern consumer is much more dynamic than a few years ago.

He is increasingly striving or forced to monitor the constant changes in the market, offering something new and unique. As a rule, this happens unconsciously, we do not notice how we are chasing an emerging market.

According to studies, in order to save time, Russians are increasingly willing to shop in one place, once a week, to buy ready-made or frozen foods, the share of which has increased several times since 2001. And more and more people eat at fast food outlets and their share is growing every year.

Half of the population prefers easy-to-prepare food. Thus, one of the modern consumer habits can be described as "rush".

There is a separate class of such consumers called "spontaneous consumers". These are people without pronounced consumer habits, except for one - haste. The time factor is decisive for them in everything: in shopping for clothes, food, technology, nutrition. They buy what lies in their path without deviating to the side. They are the most active visitors to fast food cafes.

Eating Habits

Over the years, there have been changes in the structure and eating habits of Russians. In the structure of consumption, the share of dairy products, fruits, vegetables, meat increased, and the share of bread and potatoes decreased, which indicates an improvement in the quality of nutrition.

The importance of subsidiary farming as a source of food products, primarily vegetables and fruits, has decreased. If in 2001 61% of families grew vegetables and fruits, in 2012 their share dropped to 50%. At the same time, the proportion of Russians who consider household plots as the main source of food has significantly decreased.

More and more Russians eat out, visiting restaurants and cafes, although in general their share remains relatively low.

Table 1

Factors of competitiveness

Factors	Cafe "Mercury"»	Competitors
		Cafe "Natasha"	"Pizza World"	"Puff pie"
Quality	Always warm, fresh and delicious	The food is not always fresh and of good quality.	Imported pizza, semi-finished products	Pies are always delicious
Location	One of the central streets of the city, near the bus stop, a busy place. There is a place for parking.	Busy place, city center, close to bus stop..	Not a very busy place, there is a place for parking.	Stop directly.
Price level		above average	above average
Product exclusivity	Not common on the market	Common	Common
Range	10-15 kinds.	Not a very wide range	A wide range of	10-15 kinds
Firm reputation	Firm new	Doubtful		Well-known, regular customers.

More and more people are discovering the cuisines of other countries of the world, whose fans in 2012 made up 39% of the total population of Russia.

Thus, the basis of changing eating habits is not only income, variety of products and catering establishments, but also a change in lifestyle.

Currently, there are a large number of eateries, restaurants, cafes and roadside cafes in Moscow. But there are not so many quality fast food outlets. According to the survey results, visitors are not satisfied either with high prices or low-quality food.

The main competitors in the industry are City Pizza, McDonald's, Il Patio, etc.

Since the external and internal environment change under the influence of the enterprise's activities and other factors, it is necessary to identify the limitations, strengths and weaknesses of the enterprise in a changing environment. And based on the results obtained, the company must make changes to the chosen strategy. The Threat-Opportunity Matrix will help identify and correlate the limitations and opportunities, strengths and weaknesses of the enterprise.

Thus, Table 2 shows that the main competitive advantages of this project are the opening of a cafe, which will present a wide range of products, the maintenance of additional services, an individual approach to the needs of each client.

For the effective functioning of the Mercury cafe, we will analyze the activities of a fast food cafe using modern strategic planning tools.

PEST analysis

The name is an abbreviation of the first letters of the words politics (policy - P), economics (economy - E), society (society - S), technology (technology - T).

table 2

Threat-Opportunity Matrix

	Competitor 1 "Il Patio"	Competitor 2 City Pizza	Competitor 3 "Baby Potato"	Own company
Strengths	Convenient geographic location, fairly wide range, regular customers	Availability of financial resources, wide popularity, management efficiency, wide range,	Good reputation among buyers, effective sales policy, wide range, convenient geographical location.	Modern equipment, convenient geographical location, wide range, high quality goods, low prices, individual approach to the needs of each client
Weak sides	High prices, outdated equipment, average product quality, bad advertising	High prices, deteriorating competitive position, in assortment mostly pizza.	Lack of skilled workers, deteriorating competitive position, rather high prices.	Insufficient managerial experience, not yet formed image of the cafe.
Capabilities	Improve product quality, equipment replacement, advertising campaign	Expansion of assortment, opening of new cafes.	Transition to more efficient strategies, preferential taxation.	Introduction of additional services, attraction of investors, regular suppliers.
	The possibility of the emergence of new competitors, customer dissatisfaction with product quality, a decrease in the overall level of purchasing power, unfavorable government policy.	Increasing competitive pressures, unfavorable demographic changes, a decrease in the overall level of purchasing power, unfavorable government policies.	Change in consumer preferences, customer dissatisfaction with product quality, customer dissatisfaction with product quality, decrease in the overall level of purchasing power, unfavorable government policy.	Unfavorable demographic changes, inflation growth, decrease in the general level of purchasing power, unfavorable state policy.

In Moscow fast food cafes, mostly hot hamburgers, pancakes, pies are sold, at about the same price - 35 rubles apiece. The range of each includes 3 types of each product. You can also buy a hamburger, patty or pizza from competitors, but there are no pancakes in these cafes.

The stronger the positive or negative impact of each factor on the business, the more points it is assigned. A positive impact is indicated by a "+" sign, a negative one - by a "-" sign (Table 3).

Table 3

PEST-analysis for the cafe "Mercury"

		(on a five-point scale)
	P (politics)
A new city program of educational support for small businesses is being introduced
	E (economy)
	S (society)
Migration from the regions to Moscow continues, which increases the number of potential buyers
	T (technology)
The range of equipment for small cafes is expanding

Now, based on the SWOT analysis, we will find out the strengths and weaknesses of the Mercury fast food cafe.

SWOT analysis

Strengths internal environment(strength - S), weaknesses of the internal environment (weakness - W), opportunities of the external environment (opportunities - O), threats of the external environment (threats - T). From the name you can see the essence of the technique. It is a combination of PEST analysis with an analysis of the strengths and weaknesses of your business. SWOT analysis should be carried out periodically. For example, once every six months.

In the fast food cafe under consideration, it is planned to use new equipment, a fairly wide range of fast food at affordable prices, but the design of the cafe is not bright, so it can get lost among other catering outlets.

Let's compile a SWOT analysis table (Table 4), which reflects only the most important factors(received more than 3 points), as well as the most significant advantages and disadvantages of the cafe.

Table 4

SWOT analysis for a fast food outlet

Possibilities of the external environment	Strengths of the business
A new city program of educational support for small businesses is being introduced (ISO training, etc.)	New equipment
The pace of life is increasing, which increases the role of fast food outlets	Wide range of products
Introduced tax incentives for small business	Acceptable prices
Threats of the external environment	Weaknesses of the business
Sanitary standards are being tightened for food outlets, shops	Many competitors
Increased competition due to favorable conditions for small businesses	Cafe design

So, based on the SWOT table, we can conclude that a faceless design can lead to a decrease in the flow of customers, so the building that is supposed to house the cafe needs to be repaired and a cafe design created to add style.

3. Presentation of the essence of the project of organizing a public catering enterprise

Objective of the project - the opening of a fast food cafe designed for middle-class visitors.

Concept - cafe of a democratic type, located in a fairly busy place.

Characteristics of the project: the cafe is designed for 50 seats. The total total area of ​​all premises - no more than 250 square meters.

Description of the concept: a fast food cafe is aimed at middle-class visitors. The basis of cafe services is mixed cuisine. The way to serve customers is the system of waiters.

Necessary equipment for cooking: stoves, cooking and frying cabinets, grills.

Necessary household equipment: production tables, sinks.

Average check: 300 rubles.

At the moment, opening a cafe of a democratic type is the most attractive option in terms of investment.

Competition in this market segment is rather weak, despite the rather large number of establishments of this type.

The demand for services in this sector is growing every year.
It must be remembered that the cafe area must comply with the requirements of Russian legislation. In our case (50 seats) is 250 square meters.

The next step is recruitment. The composition of the staff - 1 cook, 1 administrator, 3 waiters, 2 auxiliary workers. Payroll fund - 240,000 rubles per month.

A quick service cafe can sell purchased goods and home-made products. The income of such a cafe may include amounts from the sale of goods, home-made products, works and services.

Revenue from the sale of products is the difference between the selling price at which the product is sold and the cost.

In this business plan, a project is planned that implements a large restaurant to organize a subsidiary public catering enterprise.

To organize a fast food cafe, you must have the following documents:

1. A photocopy of the certificate of state registration of a legal entity (OGRN) (for the company - founder).
2. A photocopy of the certificate of tax registration of a legal entity (TIN) (for the parent company).
3. A photocopy of the passport and the position of the head of the parent company.
4. Selected system of taxation.
5. Data on the address of the location of the future organization.
6. List of OKVED codes corresponding to the main types of activity individual entrepreneur- section 52.2 (retail trade food products including drinks and tobacco products in specialized stores);

Cafe "Mercury" was decided to be organized in the form of a limited liability company.

Quick service cafes should display the following information for consumers:

1. information on state registration and the name of the body that registered it;
2. list of services and conditions for their provision;
3. prices and terms of payment for services;
4. brand name of the offered products;
5. information about the weight (volume) of portions of ready meals;
6. information about the certification of services;
7. the text of the Law of the Russian Federation "On Protection of Consumer Rights";
8. book of reviews and suggestions.

The contractor is obliged to provide the consumer with services, the quality of which meets the mandatory requirements normative documents and conditions of the order within the terms agreed with the consumer.

Rice. 1. Scheme of the investment project mechanism

So, to organize the activities of the cafe "Mercury" we will draw up a plan for the mechanism for implementing the investment project.

1. The decision to establish the cafe "Mercury" by the founders of LLC "Lakomka".
2. State registration of an enterprise as an LLC.
3. Implementation of the business plan for the quick service cafe "Mercury":

Assessment of the expediency of the investment project;

Evaluation of the economic efficiency of the project.

Let's imagine the mechanism for implementing an investment project in the diagram (Fig. 1).

4. Substantiation of the production plan

The range of quick service cafe "Mercury" will include first courses, second courses (cold and hot appetizers), drinks, flour and confectionery.

Industrial premises of the cafe "Mercury": hot shop, cold shop, pantry, washing.

Commercial premises: dining room, lobby.

The cold shop will prepare cold dishes and snacks, sandwiches, sweet dishes and cold soups. Since here a significant number of dishes and products are not subjected to heat treatment, it is necessary to observe sanitary rules when organizing the technological process. Windows in the cold shop should face north or northwest. All cold dishes and snacks are prepared immediately before being released to the consumer. The cold shop is located in such a way that the shortest connection with the washing tableware is achieved.

The vegetable shop will process raw materials and prepare semi-finished products. The vegetable shop is located so that it has convenient communication with the cold shop.

Meat, fish and raw meat products will be cut in the meat shop.

The hot shop will prepare hot appetizers, main courses, hot drinks, flour confectionery, hot sandwiches. In the room of the hot shop there should be an exhaust hood, ventilation, air conditioners. It is necessary to comply with safety and sanitary requirements.

Enterprise and catering machines can be divided into the following groups:

a) mechanical equipment (machines for processing vegetables, machines for processing meat and fish, machines for preparing dough, machines for cutting bread and gastronomic products, universal machines),

b) heating equipment,

c) refrigeration equipment.

MOK-250 potato peeler. After checking, water is supplied to the chamber, the machine is turned on and potatoes are loaded to approximately 50% of the chamber volume. Potatoes must be clean otherwise abrasives wear out quickly, and potatoes must be the same size, otherwise the amount of waste will increase, cleaning lasts an average of 2 - 4 minutes, while waste should not exceed 20%. At the end of work, we wash the machine at idle, do not rinse from above with a hose, because. water may get on the motor.

Electric meat grinder MIM-500. The meat, cut into pieces, is fed into the chamber, where it is captured by a rotating auger, moves to the cutting knives, which grind the products. After that, the meat is forced by the auger through the opening of the grates.

The meat must be freed from bones and tendons, idling, grinding crackers and spices is not allowed. Pushing mode to the auger, which leads to wear of working tools. The screw nut is finally screwed in. When the electric motor is turned on, there is a slight increase in noise in the gearbox. After finishing work, the knives, grates and auger are removed with a special hook, washed with hot water and dried, but not on hot surfaces.

Dough mixer TMM-1M. The bowl load should be no more than 50% for hard dough and 80 to 90% for batter. The bowl is rolled onto the stove with a raised kneading lever and guards. To fasten the bowl with the drive, turn it all the way, after which the lever and shields are lowered. During kneading, it is forbidden to bend over the bowl, also to take a sample. After finishing work and turning off the machine, use the flywheel to move the lever to the upper position, raise the fence and, by pressing the pedal, roll back the bowl.

Microwave oven microwave (super high frequency). Heat treatment in the electric machine field. Microwaves are volumetric processing methods in which heating occurs throughout the volume of the product. In the microwave, the frequency current is 50 hertz, the higher the frequency, the greater the heat release. Electromagnetic waves enter the chamber, where a microwave magnetic field is formed, which causes the product molecules to vibrate. Vibration leads to mutual friction and in large quantities. A feature of cooking is that heat arises in the product itself.

Electric boiler KNE-100M. Open the valve on the water supply, check the water level in the overflow pipe / from 6 to 8 cm below the edge of the pipe /. Check the operation of the float, in the process of work, regularly disassemble the boiling water, the first 3-5 minutes. drained, because water may not be boiled. Follow the signal tube,; cold water flows out - the valve gasket is worn out and the feed box is full, it flows out hot water- the collection of boiling water is full; the electron turned off the shadows.

Food warmer MEP-60 is designed for portioning first courses. It is included in the set of equipment for mechanized distribution lines and consists of a welded frame with cladding. The frame has a chassis equipped with two pairs of wheels.

When working on electric food warmers for first courses, they follow the operating rules similar to the rules for working on electric food warmers.

Before starting work on food warmers for second courses, I check the reliability of grounding, the state of equipment start-up and the sanitary condition of the apparatus. The operation of the pressure switch is checked by first closing the water valve and turning on the device in the network. In this case, after a while, the signal lamp "no water" should light up. Fill the steam generator with water and check the operation of the float valve. Then turn on the shadows of the steam generator, the heating cabinet and after 40 minutes fill the food warmers. The storage time of food in food processors should not exceed 2 hours. At the end of work, the food warmers are turned off from the network and, with the float device removed, the tray, steam generator, food warmer are thoroughly washed, then the float device is put in place, the steam generator is filled with water, the outer surface is wiped with a napkin.

Refrigerating chamber SOESM - 2. Used in cold and hot shops. They are a refrigerated cabinet, the upper surface of which is a table for cooking and cutting products.

Refrigeration units should be located in dry, well-lit rooms, away from heating appliances. The installation must be grounded. Control and monitoring devices must be in good condition. There should be no oil stains at the junctions of the tubes. It is necessary to observe the mode of storage of products. In refrigeration units that do not have automatic defrosting of the snow coat from the evaporator, it must be disconnected from the mains for defrosting when the thickness of the snow coat is 5-6 mm. The unit should be switched on after complete drying of the evaporator surface. If any malfunctions appear, turn off the unit, call a mechanic.

Cash register Mini 600. The machine is designed for mechanization of cash transactions accounting for cash receipts and control over these transactions.

The machine without a pedestal has removable keys to start the machine, and provides independent operation of four cashiers. They register the amount in 4 summing counters and counters of partial totals, count the amount of orders, print a check tape and cut it, print a control tape.

Electric stove PESM - 4SHB. After checking, turn on the stove with a common starting device, and each burner with an individual switch. The burners should only be switched on after they have been loaded. On the the highest degree heating /450-470 degrees/. Turn on the highest degree of heating only to warm them up, and then switch to medium or low degree of heating. To save energy, it is necessary to ensure that the bottom of the cookware tightly presses the burners, and also turn them off a few minutes before the end of work. Up to 80% of its volume is filled onto stove-top dishes, because splashing liquid on the burners, they may crack.

At the end of work, set all handles to zero, disconnect from the network.

Electric coffee maker KVE-7. Before starting work, check the sanitary condition. 7 liters of water are poured into the vessel, and the batch switch is placed in the “boiling” position. 5 minutes before the end, the cover of the welding vessel is removed and ground coffee is evenly poured onto the filter according to the norm. 3-5 minutes after boiling, the drink is ready to drink. After that, the coffee maker is transferred to the "heating" mode, while the temperature of the drink is maintained at 60-80 degrees. For the secondary preparation of the drink, the coffee maker is turned off, and the filter is freed from coffee grounds and washed. After the end of work, the switch is set to the “off” position and the coffee maker is disconnected from the mains.

This is the basis of the list of equipment used in the cafe.

In connection with the sanitary requirements and the requirements of the technological process, universal workplaces are organized in the workshop:

1 Workplace- designed for cooking soups and broths, it uses an electric stove, an electric frying pan and an industrial table with a washing bath. To maintain the desired temperature before the release of dishes, a food warmer is used.

2 Workplace - for preparing second courses, side dishes, sauces. Use: oven, electric stove, production table with scales VNTs-2

3 Workplace - for the preparation of hot drinks: boiler, work table.

4 Workplace - for processing and dispensing dishes to the visitor - a table with a refrigerated volume and a slide.

A refrigerator is used for food storage.

Therefore, the equipment required for the main production will include:

• electric stove with grill;
• pull out drobe;
• microwave;
• air conditioner;
• mixer;
• kettle;
• a set of pots;
• cutting table;
• knives;
• coffee maker;
• vegetable cutter.

But, since any activity requires costs, the costs will be divided into one-time and regular. One-time costs include:

• a package of documents required when registering a cafe;
• renovation of the premises;
• purchase of equipment;
• purchase of furniture;
• purchase of vehicles;

Regular expenses include:

• purchase of raw materials and supplies;
• tax deductions;
• wage;
• contributions to off-budget funds;
• Communal expenses;
• disposable tableware.

5. Marketing plan

Fast food cafe "Mercury" will be engaged in the sale of purchased goods and home-made products. The assortment will include first courses, second courses (cold and hot appetizers), drinks, flour and confectionery products. It is planned to provide a takeaway service.

Currently, there are many cafes on the service market that provide similar services, however, the main disadvantage of such cafes from competitors is high prices and low quality products. Therefore, the advantage of the proposed assortment lies in high-quality raw materials, semi-finished products, finished products and reasonable prices. The proposed menu can be viewed in (Appendix 1).

In order to succeed in its field: to expand the range of products and services offered, to attract new customers, the cafe needs to create a positive image, which will be based on the ratio of price and quality of products. To do this, it is not necessary to conduct an advertising campaign on radio or television, you can limit yourself to billboards and distribute ads to nearby organizations. A bright exterior design with a memorable sign is planned, while the interior design of the cafe can be seen in (Appendix 2).

It is also necessary to find out the desires and needs of customers. For this, marketing research was carried out, 30 people were surveyed on the streets of Moscow: men and women aged 20 to 55 with an average monthly salary of 35,000 rubles. The survey results can be seen in Table 5.

Table 5

Results of a survey of men and women aged 20 to 55

Do you go to cafes?
Are the cafe prices ok?
How many times a week do you go to a cafe?
Do you like the range of cafes?
Distance of the cafe from (school, university, work)
Are you served quickly?		Slowly		Slowly	Slowly	Slowly
		Slowly	Slowly		Slowly
	Slowly
	Slowly		Slowly			Slowly
		Slowly		Slowly	Slowly

Based on the data obtained, it can be concluded that out of 100% of respondents:

Fast food cafes are visited by 80%;

Not satisfied with the prices - 50%;

On average, they visit a cafe - 2 times a week;

Dissatisfied with the assortment - 43%;

The cafe is far away - 40%;

Slow service - 46%.

An analysis of the data in Table 5 showed that the desires and needs of customers for high-quality and fast service at affordable prices are not satisfied.

The main goal of the projected enterprise is market penetration and subsequent expansion of the market share. The main strategy of the enterprise should be a comprehensive strategy to provide products of higher quality and at lower prices, as well as expanding the range of products. Proceeding from this, the strategy of expanding demand is chosen as a marketing strategy by stimulating sales volume, pricing policy and non-price factors of competition, creating a positive image of the cafe.

Based on the goals and strategy of marketing, as well as taking into account the elasticity of demand, pricing will be carried out using the "cost + profit" method, taking into account the magnitude of the expected demand and the behavior of competitors. Prices for food products will be calculated based on the level of demand and costs and target profit.

At the moment, we set ourselves the following main goals:

• The maximum possible profit.
• Provision and welfare of workers.
• Market position.
• Maximum performance.
• Development, production of a product and updating of technologies.
• Introduction of additional production units.

All this should help rapid growth enterprises.

Let's take a closer look at each of the above points:

1. The maximum possible profit is the main goal for which the enterprise is created. The maximum possible is understood as such a profit, which is obtained with the full use of all production and human resources.
2. Hiring workers, the company takes responsibility for their standard of living. Accordingly, the higher this level, the more significant the organization seems. Therefore, it is in our interests to provide our workers, first of all, with competitive wages, as well as other possible benefits. The image of a successful company inspires confidence in others, which means that they will have a desire to visit this particular cafe.
3. Market position is the second most important of the goals. It includes the conquest of a significant share of the public catering market in Moscow.
4. The profit of an enterprise is directly proportional to its productivity, therefore, only with maximum productivity and, in addition, with the use of all production resources, it is possible to achieve maximum profit.
5. Only with the introduction of new modern technologies By constantly improving the quality of products and expanding the list of products, the company can succeed.
6. This point is directly related to the previous one. In the future (approximately in 5 years) it is planned to open 3 similar cafes in different parts of Moscow.

Achieving these goals is possible only with the rapid development of production. To do this, the company has sufficient initial capital, as well as favorable conditions for this. Everything else depends on the management of the enterprise, on the ability to correctly use the resources available to the company, on the precise control of the processes taking place in the company.

Produced food products are planned to be distributed only in the cafe. With an increase in sales volume, it is planned to arrange delivery of products to homes and offices.

The enterprise is faced with the task of entering the public catering market in Moscow. It is planned to sell products within a week from the opening of the cafe according to the “1 + 1” scheme: it will be possible to take two for the price of one dish or dine together for the amount of one check. One of the levers may be to strengthen the advertising campaign and apply the following marketing technique: each visitor can be provided with a 5% discount within 2 days from the date of the last visit to the cafe.

Thus, from the foregoing, we can conclude that the Mercury cafe has a rather promising marketing opportunity to enter the catering market.

To achieve these goals, it is planned to launch a large-scale advertising campaign to familiarize consumers with products and prices.

Table 6

Marketing channels

Marketing expenses are planned to be financed from the production development fund. Consider the estimated sales volumes of products, depending on changes in the market.

We gave the estimated sales volumes based on the average attendance of this type of cafe and the average order per person.

Table 7

Sales Forecast

Projected sales volume
		Per month (portion)	year (port.)
Complex lunch	Maximum
	Minimum
Only the second	Maximum
	Minimum
Pancakes, hamburger pies	Maximum
	Minimum

The functions of the marketing department in the cafe will be performed by the director. Its competence includes:

Market situation analysis;

Study of consumer demand, desires of customers;

Sales issues;

Conclusion of cooperation agreements;

Service quality issues, etc.

The company will work to study consumer demand. Work is carried out by establishing personal contacts, by questioning guests, as well as by the method of constant observation.

For a cafe, the marketing process includes the following steps (Figure 2):

Figure 2. Preparatory stages to open a cafe

The first step is to decide what the company is like and what it can offer customers. Will it be a warm and friendly place, a family hearth, a place for official meetings, a place to look at or a place where you can retire? Both management and employees need to have a clear idea of ​​what a cafe is and what it offers.

It is necessary to ensure that the client realizes what he needs and stimulate his demand.

This is the traditional role of the marketing department: advertising, selling, and promoting sales.

Everything that the public sees helps to realize the need to make a purchase, for example, the images created by advertising contribute to this. Does the public see a harmonious symphony of signals or a hodgepodge of different meanings, styles of symbols that distorts the image of what the cafe is and has to offer?

Proposal of cafe services.

After demand is stimulated, it is necessary to answer the question: “How to offer cafe services to customers?” It is necessary to monitor what sales departments representing the interests of the enterprise offer customers.

Maintain records of services rendered.

Offering cafe services and keeping records of services rendered are two different things.

This should be obvious, but is often confusing. All marketing programs are aimed at developing skills in keeping records of services rendered. Flexible guidelines should be established that can be easily adapted to the conditions of expected demand and supply in each market segment.

Cafe preparation.

After carrying out the results of the provision of services, a cafe should be prepared. Forecasting is part of the marketing process. Just like a quantitative forecast, a qualitative forecast is important, i.e. it is important not only the number of people served in the cafe, but also who they are and what services they expect. The question of who these customers are, what they expect is just as important to the preparation of the cafe as the question of how many of these customers? These questions are an integral part of marketing.

Satisfaction of desires, needs and expectations.

And now the process moves on to satisfying the client's requests, i.e. the actual work begins. Receiving guests, placing them at tables, maintaining the facilities by which customers sit, eat and rest - all parts of this mechanism play a role in the marketing process. In essence, their role is huge, because. the people who are in the cafe now are more likely to generate income in the future. What employees do with and for guests is not only that they are good at it, but that they understand well why they do it, i.e. they are aware of what the client or guest wants, needs and expects from them. When employees recognize themselves as part of the marketing process, they want to know who the customer is and what they expect. When they are interested in and empathetic towards the client, then the chances of turning the client into a person who is devoted to the cafe and is always ready to ask for help are highly quoted.

Good CEOs know all this. It is important to take care of the employee, who, in turn, will take care of the client. But few CEOs use the power of their marketing department in this process. Ask marketing people to discuss the promotional program at employee meetings, discuss market research, competition research, and encourage employees to talk about cafe business in their social environment. Every employee should be given the right to be part of the marketing process and not just do this or that job.

Measuring the degree of customer satisfaction and performance evaluation.

Every organization needs a scorecard: not just a financial statement, but an objective assessment of how they have performed to meet the wants, needs, and expectations of their customers. There are many ways to do this: reviews, complaint cards, feedback cards, and more. Improvements need to be judged, encouraged, reviewed and decided where to make changes and how to improve performance.

The reason for this analysis is that nothing stays the same. Wants, needs, expectations evolve and change. Markets change as a result of recessions, booms and depending on the season. The terms of competition are always changing. The real value of performance measurement is in deciding who to be and what to offer next.

In other words, the marketing process is not linear, but a circular, never-ending process that repeats itself over and over again. And the sharper the competition in the market, the faster the team must run through the stages of the process.

The challenge for management is to lead the process in such a way that the café generates a sense of satisfaction and enthusiastic support from employees, as well as satisfaction and commitment from customers. The impact of such efficiency and genuine culture in employee-customer relationships on gross operating margins is enormous.

The service strategy is the beacon that guides profitable business in line with customer needs. It is the basis for all relationships between the enterprise and the customer.

Is there any other strategy than providing “quality service”? Since quality service is made up of many components and depends on the mass of people, a strategy is indispensable in such a large economy. Enterprises must have a well-designed, coherent, appropriate service strategy that is consistent with all organizational structures.

In order to create a service strategy, the management of the enterprise should first of all understand what is the market environment in which they have to work, and what place does the enterprise occupy in this environment? A well-designed strategy should also answer the following questions:

What consumer needs do we serve?

Do we have enough knowledge and experience to serve better than anyone else?

How should we serve in order to have an income that allows us to be competitive for a long time and receive a sufficient return on invested capital?

A service strategy touches on three main components of any service business:

1 Customer needs;

2 The company's ability to meet these needs;

3 Long-term profitability of the company.

Consumers have their own specific needs, which can vary markedly depending on the situation.

Business industry organizations must create their service strategies in order to meet the specific needs of the market in which they have chosen a particular segment for themselves.

One of the most important questions that management should ask themselves before starting to develop a service strategy is: "How to determine which of the types of services envisioned as areas of operation of the cafe will have an advantage in the eyes of the consumer?"

Long gone are the days when businesses and organizations in the coffee business industry were run by amateurs. Now the market is not the same, and only professionals survive on it.

The policy of the management of the enterprise is to ensure the efficient work of the staff, which must serve visitors with exceptional professionalism, restraint, and good nature. Service must be first class to the last detail.

Much attention should be paid to the issues of personnel management, training, advanced training of employees, and their involvement in the overall service process. Of no small importance for ensuring the reception of foreign tourists is the training of personnel at a level that meets international standards.

Also, it is necessary to pay great attention to the organization of advertising and promotion of cafes, which is the responsibility of the marketing department, more targeted research on the market situation, the needs and desires of customers. Much attention is paid to the individual approach to service.

An important responsible task for a cafe is to create a reputation for high quality service. No advertising, no matter how sophisticated, can change the image that the consumer actually develops as a result of his communication with the cafe staff in the service process. The growth of the company's popularity is facilitated by its high-quality work.

6. Organizational plan

As an organizational and legal status, the form of ownership is selected - a limited liability company with the following organizational structure, as shown in fig. 3.

Rice. 3. Organizational structure cafe "Mercury"

The number of staff will be 9 people:

1. director-administrator;
2. accountant;
3. loader driver;
4. cook;
5. cashier-waiter;
6. 2 waiters;
7. security guard;
8. cleaning woman.

This management structure is linear-functional or linear-staff. Under it, line managers are single bosses, and they are assisted by functional bodies. It is in this management structure that a strict control system ensures the smooth operation of each subsystem and the organization as a whole.

The equipment and nature of the work determines the following qualification requirements for employees, which are presented in table 7.

Employees will be recruited on a competitive basis, subject to personal qualities and work experience.

Table 7

Qualification requirements for catering cafe employees

Job title	Education	Qualities	work experience
Waiter	Secondary special or courses	honesty, decency, conscientiousness, good knowledge of computer, cash register.
Accountant	Higher or Special	honesty, decency, conscientiousness, computer knowledge, 1:C accounting, cash register.
	Specialized secondary	honesty, decency, conscientiousness, the ability to cook deliciously and quickly.	Required, at least 5 years
Driver		honesty, integrity, conscientiousness	Required, at least 5 years

Director:

• organizes all the work of the enterprise
• bears full responsibility for its condition and the condition of the labor collective
• represents the company in all institutions and organizations
• manages company property
• concludes agreements
• search for material suppliers
• sales of products (i.e. finding customers)
• issues orders for the enterprise in accordance with labor law hiring and firing employees
• applies incentive measures and imposes penalties on employees of the enterprise
• opens bank accounts for the company

Responsible for:

• production of high-quality products and their improvement
• development of new types of products
• organizes control over the quality of raw materials, semi-finished products, etc., supplied to the enterprise, since the quality of products is decisive in the overall assessment of the results of the work of the workforce.

Accountant:

He is also Deputy Director for Economic Affairs;

• directs work on planning and economic stimulation at the enterprise, increasing labor productivity, identifying and using production reserves, improving the organization of production, labor and wages
• develops standards for the formation of economic incentive funds
• conducts a comprehensive analysis of the results of the enterprise
• develops measures to reduce costs and increase the profitability of the enterprise, improve the use of production assets, identify and use reserves at the enterprise
• keeps records of the company's funds and business transactions with material and monetary resources
• establishes the results of the financial and economic activities of the enterprise
• makes financial settlements with customers and suppliers related to the sale of finished products, the acquisition of the necessary raw materials, its tasks are also obtaining bank loans, timely repayment of loans, and relationship with the state budget.

The use of collective responsibility leads to a significant reduction in the loss of working time, staff turnover.

Table 8

The staffing of the cafe "Mercury"

Job title	Number of workers		Annual payroll, thousand rubles
Director
Accountant
Driver
Security guard
Waiter
Cleaning woman

The salary of employees directly depends on profit. As profits increase, bonuses are given. The average age of employees will be 30 years.

7. Risk assessment of project implementation

Catering business in Russia is considered one of the most risky - high costs, competition, etc. Even in Europe, where this business is more stable than anywhere else, approximately 45% of projects do not survive the starting period of 2 years. According to the Dun & Bradstreet World Directory of Bankruptcies, the restaurant business is consistently ranked 4th on the list of bankruptcies, behind ready-to-wear, furniture and photography stores.

No business can do without losses, no one is immune from them, most often they arise at the most inopportune moment. The causes of losses can be both expected and unexpected. Expected losses arise, as a rule, due to incorrect calculations, gross or minor errors, and may appear immediately, or after some time. When writing only one business plan, you can make many mistakes, both in the descriptive part and in the calculation. Any error in the calculation part may result in a certain amount in the future, which not only jeopardizes the existence of the entire project, but may lead to the formation of a crisis or large debts.

The main risks that impede the commissioning of the project and its further existence include:

Political risks: associated with the instability of economic, tax, banking, land and other legislation in the Russian Federation, lack of support or opposition from the government, etc.

Risk Mitigation Measures:

• improvement of tax legislation;
• formation of business external environment (partners, networks, financial and industrial groups);
• active participation of founders in interaction with power structures.

Legal risks: associated with the imperfection of legislation, unclearly executed documents.

Risk Mitigation Measures:

• clear and unambiguous wording of relevant articles in documents;
• involvement of specialists with practical experience in this region.

Production risks: associated with the possibility of delays in the commissioning of new technical facilities and the insufficiently high quality of the services provided.

Risk Mitigation Measures:

• clear scheduling and management of project implementation;
• development and use of a quality control system for services;
• substantiation and allocation of sufficient financial resources for the acquisition of high-quality equipment;
• training of qualified personnel.

Internal socio-psychological risk: social tension in the team, shortage or turnover of professional personnel.

Risk Mitigation Measures:

• selection of professional personnel (including testing), if necessary - training;
• development of a mechanism for stimulating employees, including participation in the results of the company's activities;
• a system of end-to-end multi-level awareness of workers and employees;
• development of an effective approach to the formation and distribution of the wage fund.

Marketing risks: associated with possible delays in entering the market, incorrect (without taking into account market needs) set of services, erroneous choice of marketing strategy and pricing policy. Delays in entering the market can be caused, for example, by production and technical reasons.

Risk Mitigation Measures:

• development of a marketing strategy;
• development and implementation of a program of marketing activities;
• conducting a full range of marketing research, etc.

Financial risks: the absence or insignificant amount of income, which depends primarily on advertising and the quality of products or services.

Risk Mitigation Measures:

• urgent research into the requirements of consumers of services;
• substantiation and allocation of sufficient financial resources for the creation and acquisition of high-quality equipment;
• entering the stock market;
• variety of proposed project financing schemes;
• development of investment and financial strategy;
• carrying out a set of measures to search for investment and credit resources.

Adjustments for the risk of the project will be determined according to the data in Table 9.

Table 9

Dependence of the risk rate on the purpose of the project

The discount factor that takes into account risks in the implementation of projects is determined by the formula:

d = d i + P/100 (1)

d i - discount rate;

P/100 is the risk adjustment.

Based on the fact that now the economic crisis is affecting the activities of all organizations - within the framework of the low riskiness of investments, we will choose the highest risk rate - 5%.

Calculate the risk adjustment:

d = 0.18 + 0.05 = 0.23 = 23% is the risk-adjusted discount rate.

8. Financial plan

To implement the project, investment costs in the amount of 1,768,650 rubles are required.

The funds are used for one-time costs when creating a cafe (Table 10) and for the purchase of equipment and fixed assets (Table 11):

342900 (one-time costs of table 10) + 1425750 (production equipment of table 11) = 1,768,650 rubles. - investments.

Table 10

One-time costs when creating a cafe

	One-time costs:
	Certificate from the technical inventory agency
	Repair and design
Total:

Table 11

Cost of production equipment and fixed assets

	Electric stove with grill
	Pull out drobe
	Microwave
	Air conditioner
	Compressor
	Coffee maker
	vegetable cutter
	Dial scales
	electronic scales
	Production table
	Fridge
	A computer
	Knife set
	Pot set
Continuation of the table. eleven
	Cash machine
	Dining table
	hob
	Fan
	entrance door
	windy door
	Sink
	bar counter
	Car (Gazelle)
	Lamp
	Overalls
	Other costs
Total:

On the basis of the previous sections, an investment cost plan was drawn up, which includes a list of the main stages of the project implementation and the need for financial resources.

The investment cost plan is part of the income and payment plan, the main task of which is to plan the receipts and expenditures of funds in such a way as to maintain current solvency.

When creating a cafe "Mercury" in the cost price, we will take into account the following types of costs, which will amount to a lump sum payment - 1,768,650 rubles.

Calculate the estimated annual cash receipts from the activities of the cafe "Mercury".

It is planned that the average cost of one check will be 300 rubles. Cafe capacity - 50 seats. For the day, the estimated attendance of the institution is 200 people. Revenue per day is expected in the amount of 60,000 rubles:

300 × 200 = 60,000 rubles - Estimated daily income.

30 × 60,000 = 1,800,000 rubles - revenue per month.

12 × 1,800,000 = 21,600,000 rubles - revenue per year.

The estimated payback period for the project is less than a year.

Calculate the payback period for investments in the cafe "Mercury".

For the analysis of investments, we use the payback period indicator PPM - the length of time during which the projected cash receipts, discounted at the time of completion of the investment, are equal to the amount of the investment. In other words, this is the sum of the years required to recoup the initial investment:

where Rk n years,

k = 1, 2, …, n;

IC- start-up investments;

i- discount rate.

R k \u003d 21,600,000 rubles;

IC = 1 768 650 rub.;

i = 18%.

21,600,000 / (1 + 0.18) \u003d 18,305,085 rubles. - discounted annual income.

The payback period can be defined as the expected number of years using a simplified formula:

n ok= Number of years to the payback year + (Unrecovered value at the beginning of the payback year / Cash flow during the payback year).

This indicator determines the period during which investments will be “frozen”, since the real income from the investment project will begin to flow only after the payback period has expired.

n ok\u003d 1,768,650 / 21,600,000 \u003d 0.08 years - payback period.

0.08 years = 0.08 × 365 = 29.2 days - the payback period of the project.

Thus, the period actually required to recover the invested amount will be 0.08 years or 30 days. Those. NPV = 0.

So, already from the second month of operation, the cafe "Mercury" will begin to make a profit.

When evaluating an investment project, we also use the method of calculating net present value, which provides for discounting cash flows: all income and costs are reduced to one point in time.

The central indicator in the method under consideration is the NPV indicator - the present value of cash flows minus the present value of cash outflows. This is a generalized end result of investment activity in absolute terms.

With an investment project for a cafe, the investment will be a one-time investment, so the calculation of net present value can be represented by the following formula:

where Rk- annual cash receipts during n years,

k = 1, 2, …, n;

IC- start-up investments;

i- discount rate.

An important point is the choice of the discount rate, which should reflect the expected average level of loan interest per financial market. To determine the effectiveness of an investment project by an individual firm, the weighted average price of capital used by the firm to finance this investment project is used as the discount rate.

Calculate the net present value for our project for one year:

R k \u003d 21,600,000 rubles;

IC = 1 768 650 rub.;

i = 18%.

NPV \u003d 21,600,000 / (1 + 0.18) - 1,768,650 \u003d 16,536,435 rubles. - net present income from the investment project in the first year, excluding monthly costs.

Let's present in table 12 the calculated indicators for the payback of the project.

Table 12

Payback indicators of the investment project of the cafe "Mercury"

In order to assess the economic effect, taking into account monthly costs, we calculate the monthly net profit during the first year of operation of the Mercury fast food cafe.

As you know, the estimated monthly revenue (with an average check value of 300 rubles and attendance - 200 people per day) will be 1,800,000 rubles. We present the monthly costs in the form of table 13.

Table 13

Monthly expenses of the cafe "Mercury" (rub.)

	Recurring costs
	Raw materials and materials (average prices for Moscow are indicated): Meat (500 kg × 250 rubles) Fish (500 kg × 200 rubles) Bird (500 kg × 120 rubles) Vegetables (400 kg × 100 rubles) Fruit (300 kg × 150 rubles) Flour (500 kg × 16 rubles) Sugar, salt condiments
	Communal expenses: Light (3.02 rubles/kW × 3,000 kW) Gas (1.704 rubles / m 3 × 3,000 m 3) Cold water (installed) Hot water (installed)
	Salary (calculation in Table 3.5)
	Deductions to off-budget funds
	Fuels and lubricants (260 km × 20 rubles)
	Garbage removal
Total:

Based on the calculations, we see that the amount of monthly costs will be 812,417 rubles.

Let's present these costs in the form of a diagram (Fig. 4).

Rice. 4. Estimated monthly costs in the cafe "Mercury"

Taking into account the discount rate of 18% and the one-time costs of the investment project, we calculate the net profit by months of the Mercury cafe (in this case, the discount rate will be 1.5% per month).

1 month of work:

1,800,000 / (1 + 0.015) \u003d 1,773,399 rubles. - discounted revenue for the month of operation of the cafe "Mercury".

1 773 399 - 1 768 650 - 812417 \u003d -807 667 rubles. - loss in the first month of operation.

1 773 399 - 812417 - 807 667 = 153 315 rubles. - profit of the second month of work.

3 month and beyond:

1 773 399 - 812417 = 960 982 rubles. - monthly profit of the cafe "Mercury".

Let's make a table of the annual net profit of the Mercury cafe (Table 14).

Table 14

Annual net profit of the cafe "Mercury" by months

Month (2014)	Amount, rub.
September

Calculate the profitability of an investment project using the formula:

Where P is the profit of the enterprise,

B is revenue.

R \u003d 8,955,468 / 16,536,435 \u003d 0.54 or 54% - the profitability level of the Mercury cafe

So, based on the calculations, we see that the investment project of the cafe "Mercury" is economically justified, viable and profitable. The cafe can bring profit to the investor in the form of 8,955,468 rubles. in year. The payback period of the project is only 1 month - 30 days.

The level of profitability of the investment project is 54%. This is a fairly high figure, so the fast food cafe "Mercury" can be called highly profitable.

Attachment 1

Menu cafe "Mercury"

Appendix 2

Interior design model of the cafe "Mercury"

	Appendix 3
	One-time costs
	One-time costs:
	Preparation of documents for registration of LLC
	Document preparation costs
	Certificate for the right to trade (license)
	Certificate from the technical inventory agency
	Contract with private security for 1 year
	The conclusion of the fire service
	Fire alarm installation
	Permission of the sanitary epidemiological station
	Repair and design

	Other one-time costs:
	Electric stove with grill
	Pull out drobe
	Microwave
	Air conditioner
	Refrigerator (for storing drinks)
	Compressor
	Coffee maker
	vegetable cutter
	Dial scales
	electronic scales
	Production table
	Fridge
	A computer
	Knife set
	Pot set
Continuation of Appendix 3
	Cash machine
	Dining table
	hob
	Fan
	entrance door
	windy door
	Sink
	bar counter
	Car (Gazelle)
	Lamp
	Overalls
	Other costs

Choosing an industry in which to implement successful business, many entrepreneurs prefer the field of catering. This is well justified.

Opening a cafe is a great way to start a business.

Such projects usually pay off quickly and bring big profits in the long run.

That is why all kinds of coffee houses, pizzerias, coworking centers, cafes appear at every step.

We will figure out what actions need to be taken to open a cafe so that it becomes popular. How to open a cafe? We will draw up an approximate business plan, but first we will deal with the features of this area.

Why cafe

In Russia, the catering segment is considered quite free, despite the demand for such a business.

This is because half of the establishments close during the year.

The situation can be explained by a lot of competition, an unsuccessful concept of institutions or poor-quality services.

That is why it is so important to draw up a cafe business plan. Those who approached this responsibly manage to successfully operate in the market.

Each new cafe has its own characteristics, which invariably attracts visitors, some of whom become regular customers.

There are plenty of reasons why such a business is in demand among newly minted entrepreneurs:

• growth in the well-being of the population;
• striving for a modern way of life;
• the opportunity to communicate in a relaxed comfortable environment;
• development of office centers and shopping and entertainment complexes, whose employees need to eat;
• interest in thematic institutions;
• the existence of lovers of culinary delights, as well as bachelors;
• celebration of celebrations.

Planning as a basis for success

It is important at the very beginning to honestly assess your strengths and capabilities.

Indeed, in order to feed people, it will be necessary to obtain a number of permits (IP, sanitary and epidemiological service, firefighters).

Subsequently, all standards and norms must be strictly observed. When “laying the foundation”, a competent and attentive approach is important, otherwise additional costs cannot be avoided.

The organization of the cafe should not be the result of yesterday's "insight" with this idea. Any business needs to be calculated to the smallest detail!

This is the secret successful business. The result begins to form with the planning of indicators: budget, scope, timing of the launch and implementation of the project.

The success of the enterprise rests on these three pillars. Think about how much you are ready to invest in a cafe, how long will it operate and how long will the investment pay off?

If you are able to answer these and a number of related questions, moreover, you understand the relationship between all processes, then your project to open a cafe will certainly bring significant income.

The level of service provision in a cafe is simplified compared to a restaurant, so there is no need to perform a super task.

Let us consider in detail what issues need to be given maximum attention.

Permits and Required Documentation

The organization of a cafe requires a mandatory solution of such legal issues.:

• business registration;
• choice of taxation system;
• collection of documents (lease agreement; permission to place a public catering establishment in a specific room; results of a medical examination by staff);
• licensing (for trade activities, tobacco and alcoholic products);
• registration of cash registers;
• conclusion of contracts for: garbage disposal, fire examination, fire alarm, panic button (security), deratization and disinfection, accounting support;
• obtaining the conclusion of the SES (on the compliance of the selected premises with all sanitary standards);
• obtaining permission to carry out activities from the fire safety authorities;
• signing contracts for the supply of products.

In any case, you will not succeed in avoiding the documentary component, so use all your strengths and connections to resolve the issues listed.

Planning to open your own cafe should come solely from sanitary norms. Customizing the project for them is not the best solution.

All rules for catering establishments regarding compliance with sanitary standards are reflected in the provisions of San Pin 2.3.6.1079-01. Following them is a manifestation of respect for the clients who provide your earnings.

Market and competition analysis

Analysis of the catering segment is very important. It will help you find out which type of cafe is most in demand, and which one will be a novelty. Initially, you need to define the following parameters:

• the total number of the population and the proportion of young people and people of working age in it (they will make up the main contingent);
• the average level of income of residents;
• a breakdown of the number of cafes by niche;
• territorial location of establishments;
• demand and supply for services;
• average check size.

By comparing all these parameters, you will be able to understand the trends inherent in the market, correctly build a pricing policy, create a menu and choose the concept of an institution.

Then study the activities of similar establishments in your city, analyzing their pros and cons, target audience.

The flaws that competitors make are especially important.

Try to avoid them by improving the best practices and contributing your ideas.

It is important to identify the factors that determine the attendance of an institution in a particular place. If you have free funds, market analysis can be ordered from consulting agencies.

In this case, a professional niche assessment with detailed details and a forecast of industry trends is provided. If the prospects of your idea turn out to be illusory in fact, such companies will select a project that is more profitable.

Selecting the type of institution

The budget is planned on the basis of a business plan, based on the type of cafe. Focus on both your own preferences and the number of similar establishments.

Children's cafe - interior

Today cafes are considered promising on the market:

• children's;
• vegetarian;
• Internet cafe;
• with karaoke;
• hookah;
• sushi bars;
• franchised;
• fast foods (providing takeaway food);
• anti-cafe (paid for the time of stay, not the cost of dishes on the menu);
• thematic (literary, sports, musical, national style, etc.).

Whatever type of institution you choose, take into account the specifics of institutions. For example, the presence of dishes "from the chef" and the branded labeling of cutlery are characteristic of the artsy restaurant style. Do not pursue luxury you do not need, this will only entail extra costs.

But bags of sugar, on the packaging of which comics from your institution are depicted, will be just right. You can also make napkins with a logo or name, a special uniform for staff or a compliment from the establishment to regular customers.

Remember, "zest" is always welcome, and no matter where - in the menu, interior or service.

Location selection

If you are counting on a wide audience, make sure that the location of the cafe is convenient for people:

• was in the first zone of visibility;
• disposed to rest (absence near busy highways and noisy highways);
• provided parking and transport access.

Location, of course, affects the attendance of the institution. You need to choose places with high traffic (central squares, walking areas, shopping and entertainment centers, railway stations and metro stations) or focus on the main idea.

The concept is an important factor in determining the location of the institution. Understanding the target audience will help you choose the right area, street or shopping center. For example, youth cafes can be placed near the main places of entertainment in the city, cafes for vegetarians - near the centers of spiritual practices.

In the case of the main emphasis on business lunches, you should choose places near business centers in the business districts of the city. In a residential area, you can count on banquets, near motor transport hubs - on quick snacks.

Coffee houses are popular in the city center, because it is convenient to meet there to talk about some business for 15-20 minutes.

Features of the room and interior

The premises for the cafe can be bought, built or rented. When choosing, the following criteria are taken into account:

• rent or cost;
• room dimensions;
• the presence of halls and utility rooms;
• layout;
• proximity to public transport stops;
• remoteness from automobile, pedestrian traffic;
• number of storeys (preferably the first one);
• availability of entrances and exits (preferably from the street);
• "Labyrinths" indoors;
• window exit (great if the room is located at the intersection, and the windows face 2 streets);
• view from the window;
• availability of ventilation systems;
• compliance with the norm (firefighters, SES);
• the condition of the electrical wiring (what is the maximum load the room can withstand);
• previous purpose of operation of the premises;
• the need for repair or restoration.

It is necessary to clearly understand how many halls and seats in them for guests will be needed to implement your idea on a full scale. The best option according to the law is an area of ​​280 m² / 50 seats.

Do not forget to calculate, in addition to the area of ​​\u200b\u200bthe dining area, the dimensions of the kitchen, toilet rooms, storage spaces, staff rooms, accounting, management. The more accurately you draw a plan, the clearer it will be for you and investors, and the more likely it is to bring the project to life in its original form.

Interior design should match the name of the cafe and reflect its concept. Come up with some kind of "chip" that will help attract customers and make the institution recognizable in the market. This can help designers, decorators, florists, marketers.

We can recommend a win-win trick that will attract the attention of guests - fresh flowers on the tables. It's not that expensive, but it always "works". For a themed cafe, the idea should be traced in absolutely everything: from paintings and musical accompaniment to staff uniforms and dish names on the menu. This is a prerequisite for such establishments.

Don't skimp on the budget to beat the idea. After all, it is this factor that allows you to inflate prices on the menu. Remember, in the right atmosphere, the client loses a sense of time and reality, a feeling of relaxation arises. This can compensate for the shortcomings in the kitchen and service.

Equipment

The amount of the estimated cost of purchasing equipment for the full-fledged operation of the cafe depends on the business plan, which sets out the list of dishes that you are going to offer visitors.

Some products must be stored under certain conditions. This may require additional lockers. Others require special processing devices. Evaluate all the nuances of cooking before adding them to the menu.

For a cafe, a standard set of equipment includes:

• plates;
• cutting tables;
• grill;
• refrigerators and freezers;
• combi steamer;
• washing equipment;
• tableware;
• kitchen equipment (mixers, coffee machine, slicers, microwaves, blenders, toasters, etc.).

Also calculate the amount of furniture, lamps, decorative elements, dishes, textiles, appliances and appliances needed to decorate the hall.

It is advisable to divide the estimate (calculated in the business plan) by type of goods (kitchen equipment, furniture, plumbing, interior elements). This will allow you to receive volume discounts when delivering products.

Staff

It is undesirable for a new institution to risk its reputation from the first days by hiring unqualified staff. It is foolish to hope that employees will learn everything directly at the workplace.

Food that doesn't taste good or doesn't match the name will turn customers away from you once and for all. The impolite and awkward staff, dirty dishes, "stale" halls do not contribute to the popularity.

It is important that employees are:

• cultural;
• smiling;
• professional;
• healthy;
• neat;
• interchangeable.

To operate a small cafe, no more than 10 employees working in shifts will be needed:

• 2 cooks;
• 2 waiters;
• 2 washers;
• 1 bartender-cashier;
• 1 administrator;
• 1 accountant;
• 1 cleaner.

We compose the menu

To work, you need a basic and banquet menu, developed taking into account the specialization of the institution.

It is important to work out a meal plan:

• diet menu;
• children's menu;
• business lunches (complex lunches);
• compliments for guests;
• alcohol card.

Try to avoid banal names of dishes. Introduce something unusual or change the names.

The breadth of the range is welcome. However, it is worth observing the measure. Too many dishes on the menu indicate that they are prepared from semi-finished products or stale products in violation of sanitary standards.

In addition, choose only trusted suppliers. Random purchases at low prices can turn into a big problem.

A standard full menu should contain up to 50 dishes and up to 50 items of various drinks. This is quite enough. It is better to update it every quarter, and also for the holidays (Halloween, Easter, New Year etc.).

Advertising and PR

An advertising campaign can be carried out once, but it is better to do it on an ongoing basis (in this case, these costs must be included in the cafe business plan). When developing a marketing policy, consider two components of a successful campaign:

• internal marketing (implies ensuring the maximum level of competence and loyalty of the staff);
• external marketing (implies a series of activities to generate demand from potential customers). You can use:
• billboards;
• posters;
• advertising booklets;
• business cards;
• discount flyers;
• radio advertising.

Something can be distributed in shopping malls, office centers, crowded places. Not a bad option partnerships. You place taxi business cards in your place, they, on the contrary, advertise you. At the same time, mutual small discounts on each other's services will have a double effect.

It is appropriate to create pages and groups in social networks, as well as place information about your cafe in thematic directories. Of course, if the budget allows, you can make your own website. But remember that it needs to be promoted. This is costly and quite difficult.

Therefore, it is better to postpone it until the cafe is “untwisted”. Think about how to keep your customers. Perhaps you should introduce loyalty programs for regular customers.

Profitability

The profitability of such institutions depends on:

• scale of activity;
• the location of the object;
• institution themes;
• working hours;
• the quality of the "kitchen";
• staff qualifications;
• pricing policy;
• amenities and atmosphere;
• the amount of investment.

For example, now fashionable Internet cafes and anti-cafes have a profitability of about 100%! But they are in demand only in metropolitan areas.

The children's cafe is characterized by a profitability of about 30%. Equipping a children's playground with animators and hiring a confectioner can double the profitability of such an establishment.

Cafe business plan with calculations

Here is a brief example of a business plan for opening an Old City cafe.

Target: organization of a compact cafe or pastry shop.

Description of the project. Cafe "Old City" is located in the old part of the city (which is reflected in the name) in a rented room with 1 hall (capacity 40 seats) and 1 kitchen area.

The premises used to function as a cafe, so the cost of purchasing equipment will be reduced.

It is supposed to open an institution with the concept of national cuisine in a low price category.

The average price of a check is expected to be $5.5. Target audience: students, employees of the office center, tourists. Working hours: 10-22 daily.

Market analysis. The place is popular for walking among residents and visitors of the city. There are a lot of similar establishments, with a similar concept - only one.

Competitive advantages will be obtained by extending the cafe's opening hours by an hour, holding "dish of the day" campaigns, and reducing prices by 5%.

Marketing policy. Large-scale advertising will be carried out once. Further, it is supposed to advertise through social networks, the sale of booklets, discount coupons and business cards.

Equipment. Most of the equipment in the room is (in good condition). Need to buy:

• refrigerators - 2 pcs.;
• microwave oven - 1 pc.;
• bar counter - 1 pc.;
• production table - 1 pc.;
• new tables for visitors - 10 pcs.;
• armchairs in the hall - 40 pcs.;
• hangers - 2 pcs.

Staff. According to the plan, it is supposed to hire 6 employees: administrator, cook, waiter, bartender, washer/cleaner, accountant (incoming).

Financial indicators. The costs will be:

• rent - $ 2 thousand / month;
• purchase of products (including alcohol) - $ 3 thousand / month;
• utility bills - $ 1 thousand / month;
• cosmetic repairs of the premises - $ 2 thousand;
• furniture - $ 5 thousand;
• equipment - $ 7 thousand;
• advertising - $ 1 thousand;
• payroll fund - 3 thousand $ / month. (including deductions).

Investments in the amount of 40 thousand $ / month are expected. Projected net profit - 3-4.5 thousand $ / month. The return on investment is 1-1.5 years. The planned income is possible at 50% load. The profitability of the cafe is 30-40%.

Summary

Many of us visit cafes. Some want to have a bite, others want to celebrate a joyful event, others want to meet friends, and others want to hold business negotiations.

For urban residents, this is the norm of life, and for entrepreneurs, it is an interesting and promising type of business.

Stylish cafe - opening

The organization of a cafe seems to be quite expensive, but the efforts and invested funds will pay off with a vengeance if you approach this issue correctly and balanced.

The most important component in this case is a detailed business plan with all the necessary calculations.

Currently, opening a restaurant is a profitable and promising business. There are a number of reasons for this. Firstly, most people after a working day or on weekends want to have a good time in a good environment. Secondly, due to the acceleration of the rhythm of urban life, most people use catering services more often. Thirdly, there is a constant increase in food consumption. Thus, the payback period is 17 months, the break-even point is 3 months.

To start the restaurant, it is necessary to hire 34 employees, as well as rent a room of 900 m2. The restaurant should be located in the central areas of the city or near large shopping and business centers. These areas are concentrated most of target audience.

The total number of visitors per year is 27,500 people, per month - 2,292 people. The largest number visitors fall on weekends - 65%, on weekdays - 35%. In addition to the general menu, business lunches are offered to visitors during the daytime. Restaurant working hours: on weekdays from 11:00 to 24:00, on weekends from 12:00 to 03:00. The total number of seats is 40 people.

Thus, with a high demand for restaurant services, as well as profitability, the project shows good performance indicators:

Investments for opening - 6 820 000 rubles

Average monthly profit - 412 000 rubles

Payback period - 17 months

Break even - 3 months

Profitability of sales - 16%

2. Description of the business, product or service

Today, most people want to find a good place to eat and relax. The main reason for this is that the rhythm of life is accelerating and there is practically no opportunity for urban residents to cook at home. You also want to unwind after a day at work. The best place for this is catering establishments, namely a restaurant.

The minimum area of ​​the city's population should be in the range of 200,000 to 250,000 people. The area of ​​the rented premises is 900 m2. The room includes a kitchen, a warehouse for storing products, a main hall, a private room, a small hall for receiving guests. You need to rent a room for a restaurant near the business center and shopping center, as well as on major avenues of the city.

The rented space needs to be refurbished. After the repair, it is already possible to place production equipment and furniture.

As the restaurant develops, you can add a breakfast menu.

When opening from the equipment you will need:

• Kitchen and specialized refrigeration equipment
• Cash terminals
• Computers
• Printers
• Music and lighting equipment
• Tableware
• armchairs
• tables

You will also need to purchase decorative items to decorate the hall, such as tablecloths, small candlesticks and other interior items.

Another important aspect is the search for suppliers of food and alcoholic products. Be sure to check suppliers for compliance certificates, as well as the freshness of each shipment.

Be sure to think over the menu and bar card of the restaurant. When compiling the menu, rely on the consumption and preferences of the local population. The most profitable and win-win menu will be European cuisine. The bar menu must be compiled by a professional bartender.

When choosing a room, be sure to audit the ventilation, air conditioning and water supply system for compliance with GOSTs. These factors are one of the key, as government services carefully check these systems when conducting inspections.

In addition, to comply with other requirements, be sure to study the following regulatory framework:

• Federal Law "On Trade"
• Federal Law "On the use cash register equipment(KKT)"
• Decrees of the Government of the Russian Federation
• Civil Code (CC) of the Russian Federation

All the requirements specified in these laws will help you achieve a high quality of service, which will help you quickly gain a good reputation and receive a constant profit.

3. Description of the market

The key factor showing the success of a restaurant is its occupancy and the number of regular guests.

To achieve these goals, it is necessary to accurately define the target audience, as well as offer a high quality of service.

The audience of the restaurant are employees of the nearest business centers and shopping centers, families, as well as businessmen. The age of clients is in the range from 18 to 70 years.

Thus, the pricing and menu of the restaurant should be thought out based on these parameters.

Restaurant prices are average. In addition to the common hall, guests are offered separate rooms for banquets and private dinners.

As the popularity of the restaurant grows, start holding cooking classes, invite various speakers to discuss various topics and music performers.

Be sure to create a loyalty system for the restaurant. This will allow you to track the number of regular customers and occupancy growth.

4. Sales and Marketing

5. Production plan

6. Organizational structure

For the successful operation of the restaurant, the following personnel will be required:

• Manager
• Administrators (3 people)
• Bartender (3 people)
• Waiters (12 persons)
• Chef
• Cook (6 people)
• Cleaning lady (4 persons)
• Dishwashers (3 people)
• Procurement Specialist

Thus, to start the restaurant, a staff of 34 people will be required.

The position of the manager of the restaurant must be occupied by a hired employee. His main task is to maintain the stable operation of the restaurant, work with various authorities during inspections. The duties of the administrator include coordinating the operational work of the restaurant, resolving issues in the hall with the guests of the restaurant.

The chef is responsible for the work of the kitchen, compiling and updating the menu, assessing the quality of incoming products. The chefs are subordinate to the chef and carry out his instructions. The Purchasing Specialist is responsible for sourcing, finding and updating equipment. He interacts with the chef and manager.

The rest of the staff work in shifts.

Tab. Payroll fund, rub.

fixed costs	Salary	The number of employees	Sum
Manager
Administrator
Waiter
Chef
Cleaning woman
dishwasher

* Calculations use average data for Russia

1.Project summary

The goal of the project is to open a fast food restaurant in the business center of the city with a population of 400,000 people. The activity of the enterprise will be aimed at providing services in the field of catering for people with an average income level.

The project will be based on such a popular product in Russia as pancakes. Pancake café will offer visitors pancakes of various flavors both as main and dessert dishes, as well as various hot and cold drinks. The advantage of the project is the development of a poorly covered niche in the field of catering. In the city, you can mainly find fast food like hamburgers, hot dogs, pizza and other things, but such a product as pancakes is practically not represented. The products of the pancake cafe will cost no more than the burgers familiar to the townspeople, while the taste qualities will not yield and surpass the products of competitors.

Investments in the Pancake Cafe project will amount to 1,254,000 rubles. Own funds will be used as a source of investment. The payback period is planned to be reached for 5 months of work.

2. Description of the industry and company

The pancake cafe is new project in the city catering market. Fast food establishments in the city are mainly represented by pavilion-type establishments engaged in petty trade in hot dogs, pies, donuts and other fast food restaurants, whose products are hamburgers, pizza and so on. At the same time, such a traditional product for our country as pancakes is a practically uncovered niche. Pancakes are present in two restaurants of Russian cuisine and in some cafes of the city as one of the menu dishes. However, the potential of pancakes as fast food does not seem to be revealed, which is clearly demonstrated by the experience of other cities in the country, where there are entire chains of pancake cafes. Thus, the goal of the project is to fill this gap in the fast food market.

The advantages of the project, in addition to the absence of direct competitors, include the simplicity of making pancakes. To do this, chefs do not need to study for a long time or have special talents. In turn, the client does not have to wait a long time for the fulfillment of orders - pancakes are prepared within a couple of minutes. Given the variety of types of pancakes and excellent taste, this product will undoubtedly find its regular customers. At the same time, as a plus, it is worth noting the low cost of producing pancakes, thanks to which you can set a high margin of up to 300%. So, in the short term of the project lies the creation of a competitive catering establishment that consistently generates profits and has regular customers. In the long term, it is planned to open several catering outlets and create a network of pancake cafes in the city.

The organizational and legal form of activity is a limited liability company. The USN was chosen as the taxation system (simplified system, the object of taxation is 6% income). OKVED classifier code - 53.30 Activities of restaurants and cafes.

3.Description of services

The main difference between a pancake cafe and many catering establishments will be that pancakes will be baked in the presence of a client on special pancake machines. The visitor will be able to see for himself that the chefs make a new pancake, and do not warm up the old one, while adding only natural fresh products and observing hygiene when cooking. After cooking, the pancake will be packed in special paper packaging. Thanks to this, if desired, the finished product can be consumed both in a cafe, and in an office or on the go, without fear of getting dirty or burned.

Products will be targeted at middle-income buyers. The assortment of the pancake shop will include pancakes served as main courses and as a dessert. A savory menu will include hearty pancakes for those who are very hungry and light pancakes for those who are not very hungry. Customers can also purchase salads, hot or cold drinks. The list of products is given in Table. one.

Table 1. Product range

	Name	Description		Cost, rub.
	Pancake Grill		Pancake with grilled chicken (hearty)
	Pancake Meat		Pancake with pork meat (hearty)
	Pancake Marine		Pancake with seafood (hearty)
	Pancake with cheese		Pancake with cheese (light)
	Pancake with sausage		Pancake with sausage (light)
	Pancake with salami		Pancake with salami (light)
			Salads (3 types), 100 g
	Pancake caramel		Pancake with caramel filling
	Pancake strawberry		Pancake with strawberry filling
	Currant pancake		Pancake with currant filling
	Pancake apple		Pancake apple
	fruit juice		Fruit juice (6 types), 0.3 l
	Sparkling water		Carbonated water, 0.3 l.
	Black tea		Black tea, 0.2 l
	Green tea		Green tea, 0.2 l
			Coffee (espresso, americano)

The provision of the described services will not require licensing, however, activities in the field of catering will require coordination with Rospotrebnadzor and the fire inspection (Gospozhnadzor).

4.Sales and marketing

In the area chosen for the establishment of a pancake cafe, there is a pronounced need for catering establishments. The area has a large number office buildings, banks, small firms, whose employees have breakfast, lunch and dinner somewhere every day. However, the existing establishments do not fully satisfy the need not only for fast, but also for delicious traditional food, which is pancakes.

The concept of pancake promotion on the market will be based on a set of actions aimed at an effective pricing and assortment policy, high level service. The assortment of cafes will be adapted to different taste preferences of customers, different wallets and even different degrees of hunger of customers. The pricing policy will be formed on the basis of demand and prices of competitive catering establishments.

Among the competitors of the pancake cafe are four catering establishments located close to the planned location. It should be noted that none of the clients offers such products as pancakes, so the niche is free. In Table. 2, we analyzed the main indicators of competitors, as well as their advantages and disadvantages.

Table 2. Main indicators of competitors of the pancake cafe

Index	Competitor 1	Competitor 2	Competitor 3	Competitor 4
	Fast food cafe 70 sq. m.	pavilion 4 sq. m.	Restaurant 300 sq. m.	Cafe-dumplings 40 sq. meters
Schedule	Daily, from 9.00-19.00	Mon.-Fri. from 8.30-17.00	Daily, from 10.00-22.00	Mon. – Sat. 9.00-18.00
Range	Wide (burgers, ice cream, cocktails)	narrow (shawarma, hot dogs, drinks)	Wide (first, second courses, desserts, several types of cuisines)	medium (dumplings, dumplings, drinks)
Price level
Service level
Advantages	the possibility of accommodating visitors, delicious food	quick cooking	Delicious food, big room, waiters	Possibility to accommodate visitors
Flaws	Big lines, crowded	small selection, lack of places for visitors, long queues, the need to pre-order	Expensive menu	Bad reputation of the owner, "an institution for its own", frequent complaints about the quality of meat
Reputation

As can be seen from Table 2, competitor #3 is a restaurant that will not be a direct competitor to a pancake shop due to its format. Consumers have a rather negative impression of another establishment (cafe-dumplings), which is why its services are practically not in demand. Consequently, two main competitors remain - a fast food cafe and a hot dog pavilion. Compared to the latter, the pancake shop will be able to offer a wide range of products. In addition, customers will not need to wait for an order on the street. Unlike the first cafe, the pancake shop will be able to offer a different assortment, which, no doubt, will find its fans and lure away some customers. Also, a larger area will be a plus.

Since the pancake cafe will be located in a busy area of ​​the city, the start-up advertising campaign will not require serious investments. At the initial stage, POS materials will be used to attract customers, which will inform about the opening of a cafe. Also, on the first day of opening, every tenth client of the institution will receive a free pancake as a gift. Further in the process of work, leaflets and flyers will inform customers about the menu update, colorful posters will also be used on the windows of the institution. They will show products appetizing and desire to make a purchase. In the long term, in case of opening new outlets and increasing the marketing budget, it is possible to hold holiday promotions for Shrovetide, New Year and other holidays, as well as use other methods to increase customer loyalty.

5.Production plan

The technology for making pancakes is quite simple. For their preparation, special devices for baking pancakes will be used. Pancake makers have a non-stick coating, so they come out ruddy, but do not burn. Raw materials are put into pancakes manually. After that, the chef packs each pancake in a special convenient package. Cooking time for one pancake is about a minute.

If we take the most popular grilled pancake as the basis for calculations, then the calculation of the production cost of one pancake will look like this (see Table 3).

Table 3. Calculation of production cost

Ingredient	Raw material consumption	Price for 1 kg rub.	Price rub.
Vegetable oil
Butter
white sauce
Total:

Thus, taking into account the cost of packaging (2 rubles), the cost of a “basic” pancake will be 37 rubles. In the future, calculations will be made taking into account this value. It is supposed to sell 9,120 pancakes per month, or 300 pancakes a day. In addition to the above costs, the current costs of the pancake cafe will include: utilities and electricity, transportation costs, rent, wages, security, consumables, and more.

To open a pancake shop, a former dining room with an area of ​​100 sq. meters, located in a busy area of ​​the city with a population of 400 thousand people. At the time of the repair, an agreement was reached with the landlord on holidays for rent. The cost of work will be 5 thousand rubles. per sq. area meter. Equipping the cafe with equipment will require the attraction of 389 thousand rubles. The list of necessary is given in Table. four.

Table 4 Equipment Costs

	Name	price, rub.	Quantity, pcs.	Cost, rub.
	pancake machine
	Contact grill
	Fridge
	Distribution stand
	Coffee maker
	Electric kettle
	wall panel
	Fire extinguishers and burglar alarms (including installation)
	Kitchen utensils and crockery
	Cash equipment
Total:				389 000

The staff of the pancake cafe will be represented by 11 employees. The wage fund and staffing are given in Table. 5. A forwarding driver also works behind the staff, delivering raw materials to a cafe.

Ready-made ideas for your business

The cafe will be open daily from 09:00 to 20:00. The work of cooks, cashiers and cleaners will be organized in shifts. The key requirements in the selection of personnel will be: the availability of professional training and qualifications in the specialty, experience in the field of public catering, conscientiousness, responsibility, honesty.

Table 5. Staffing and payroll

№	Job title	Quantity, pers.	FOT, rub.
	CEO
	Administrator
	Chief Accountant
	Seller-cashier		25 000
Total:			291 000
Deductions:
Total with deductions:

6. Organizational plan

A limited liability company (LLC) was chosen as the legal status of the pancake cafe. The preparatory period of the project will include the following types of work:

1. Registration of a legal entity.

2.Conclusion of a contract for the lease of premises.

3.Conclusion of a contract for the purchase of the necessary equipment.

4. Renovation of the premises.

5.Installation of equipment.

6. Hiring staff.

7. Obtaining a permit for the provision of services in the field of public catering.

The start of sales is scheduled for September 2016. The deadline for reaching the planned volumes is set at two months.

The organizational structure of the pancake cafe will include an administrative link (general director and administrator of the cafe), a production link (cooks), a trade link (salesmen-cashiers), an accounting department (chief accountant) and support staff (cleaners). The head of the cafe is the general manager. He directly reports to the administrator-manager of the cafe, who in turn manages the cooks, cashiers and cleaners, and the chief accountant.

The CEO is in charge of the overall management of the cafe. He controls the financial activities of the institution, negotiates with suppliers, the landlord, and is engaged in the selection of personnel. The chief accountant is responsible for the management of the financial activities of the institution. His duties include keeping records of income and expenses, timely transfer of taxes, payment of salaries. The administrator of the pancake cafe coordinates the work of the staff, works with personnel, organizes the supply of products, is responsible for marketing, resolves disputes and conflict situations with visitors. The cook prepares orders: prepares the ingredients and dough for pancakes, lays the filling, and ensures the storage of products. Sellers-cashiers take orders from visitors, pay customers.

7. Financial plan

Investments in the opening of a pancake cafe will amount to 1,254,000 rubles. Funds for the opening of the institution will be taken from own sources without borrowing. Starting cost items are given in Table. 6. Appendix 1 contains financial calculations for cash flow, costs and net profit. The estimated duration of the project is 3 years. Reaching the planned sales volume (9,120 pancakes per month) - 3 months. The calculations take into account seasonality indicators with a decrease in demand for pancakes during the holiday season (from June to the end of August) by 30%.

Table 6. Investment costs

	Cost item	Amount, rub.
Investments in real estate
	Premises renovation
Room equipment
	Purchase of equipment
Intangible assets
	Procedures for registration, clearance (SES, firefighters)
working capital
	working capital	250 000
Total:		1 254 000

8. Evaluation of the effectiveness of the project

In Table. 7 shows the key performance indicators of the project.

Table 7. Project performance indicators

9.Risks and warranties

In Table. 8 considers the main risks for the implementation of the "Cafe-Pancake" project.

Table 8. Assessment of project risks and measures to prevent their occurrence or their consequences

	Risk	Probability of occurrence	The severity of the consequences	Prevention measures
	Lack of constant demand	extremely low		Contact with potential customers at the stage of preparation for the opening, distribution of advertising
	The emergence of new competitors			Emphasis on the specifics of the cuisine, expanding the range, working to increase customer loyalty
	Low solvency of buyers			Revision of pricing policy in the course of activities, cost reduction
	Unplanned rent increase			Legally competently drawn up lease agreement, long-term agreement with a fixed rate in rubles
	Emergency			Installation of fire and security alarms, following safety instructions

10.Applications

ATTACHMENT 1

Production plan and main financial indicators of the project in a three-year perspective

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