1. Executive Summary
Today, more and more people faces imbalance diet problems due to work pressure and some unhealthy diet habits, so the whole society pay more attention to how to keep a healthy body, especially elderly people very concerned about diet health.
However, some people one-sided regarded as cubilose, abalone and rare ingredients are good health care food. In fact, simple, cheap and delicious nutritional porridge also plays an important role in health care. So nowadays, porridge as emerging force of the catering industry, the advantage of the flexible management pattern and low price attracted many merchants, they are aim to enter porridge market and even western fast food restaurant such as McDonald and KFC also sell the porridge for breakfast.
In additional, porridge is popular in Southeast Asia area. In Korea and Japan, porridge has become the most ideal healthy food, many women take porridge as an ideal food for breakfast staple food and vacuum package porridge raw materials also appeared in the restaurant. So according to the survey about porridge shop in Singapore market, we can find that there are 9 porridge shops, which dominate the porridge market.1 Such as “ENINENT FROG” porridge seafood restaurant, Imperial Treasure Noodle & Congee Hou, etc .But most of these porridge shops almost give priority to seafood, with herb cuisine as raw material add to porridge to adapt to the characteristics of different consumer groups in the shops, which are relatively scarce.
Actually, porridge looks like simple and ordinary, but it has huge role in daily life. So many families are not easy to cook and some big restaurants are not willing to cook, even more people do not cook porridge at all. So under this background of the modern people’s pursuit of health care, we will launch a tradition Chinese medicine porridge shop, the traditional health theory as the instruction, integrated into the modern delicious cuisine. I believe that it is not to be noticed by ordinary people but has a huge development and unlimited business opportunities. 1. http://www.dianping.com (Dianping)
2. Business Description
(1) Drug regimen porridge
Main therapeutic effect of traditional Chinese medicine (TCM) is added to the porridge with rice porridge
Such as: Spleen health porridge, Stomach health porridge, heat curing health porridge
(2) Peoples health porridge
According to different age, different gender, differently nutritional needs of consumer groups to provide certain nutritional value of porridge.
Such as: Adolescent health porridge: red jujube and lotus porridge
(3) Four seasons health porridge
According to the characteristics of the four season climate, we will launch health porridge in accordance with the seasonal climate characteristics to achieve timely keeping in good health.
Such as: Roses porridge (spring), Mung bean porridge (summer), radish porridge (autumn), mutton porridge (winter)
(4) Common disease health porridge
According to some common diseases, we will use some traditional Chinese medicines as raw material to add nutrition porridge with rice porridge.
Such as: cold wind porridge (Suitable for fever and cold)
3. Market Feasibility Analysis
(1) Market Originality
a. Originality: Now Singapore health porridge shop are rare, while our porridge provide all kinds of herb porridge combine with modern delicious food material to meet the needs of people, which can occupy a certain market.
b. Typicality: our porridge shop should pay more attention to product quality, so we will invite nutritionists and professionals to research how to cooking carefully and we also get rid of traditional Chinese medicine flavor of bitter and astringent.
c. Effectively: After different processing methods of porridge, it not only has rich nutrition and taste delicious, but also has the effect of nourishment.

(2) Target Market
Now, whether it is children, young people, middle-aged people, old people, there are different types of health problems. So we are more concerned about the health of the store is concerned about people's health and our porridge shop target market focus on different age groups of the sub-health people, especially young and office workers.
(3) Market Localization
According to Singapore market analysis, the porridge shop mainly located in high-grade residential area or city hall, such as Orchard road, Somerset road, etc. In general, these places are one of the largest local city centers in Singapore which can attract many customers to consume. So the porridge shop will choose relatively concentrated in a commercial plaza on the first floor underground, which is located in the Dhoby Ghaut road. Further let customers know our shop and our products.
(4) Development Trend and Potential
Our health porridge as a new product can combine the traditional nutritional knowledge with the modern delicious cuisine technology. Therefore, this product can not only meet the needs of domestic food consumers, at the same time has a broader international market potential.
4. Weakness Analysis
(1) Entrance Capability (low): Because the porridge easy to do and investment risk is small, there will be many businesses to enter the market, even our porridge products easily imitated by competitors.
(2) Area (small): Area of only 70 square meters, because of reserves some raw materials, there are 10 people in the bar space. Some customers due to need to wait for a long time and have to choose another restaurant.
(3) Flavor (light): Medicinal taste porridge is mainly suitable for the elderly people, however teenagers give priority to spicy diet in the daily life, so people maybe can’t accept such a light diet.
5. Competitive Analysis
(1) Direct Competitor
a. A large, well-known, high-level porridge shop. Especially Singapore brands catering enterprises about porridge shop, which gathered a large number of consumer groups. They almost share a considerable porridge market.
b. The snack stalls about porridge. Our breakfast market, street shop sells incidental porridge for breakfast, which adapt to the pursuit of efficiency of the office workers, school family needs.
(2) Potential Competitor
Foreign fast food shop Such as the real Kung Fu, KFC, McDonald's for sale in the breakfast also have porridge, although the proportion of total sales is small, it’s also occupy a certain market.
6. Market Strategies
(1) The first stage: Go into the market
This phase is the preliminary stage of the marketing. Through a variety of promotional activities to widen the understanding of the products, so we can divide into two parts, the community promotion and market promotion.
a. Community promotion: Through community promotion, establishing the consumer database, at the same time provide "porridge health club” membership card, which appeal to the attention of potential customers, and thus form a certain range of word of mouth effect.
b. Market promotion: At the shopping mall can set product sales promotion booth cooperate with lottery ticket, at the same time conduct on-site herb porridge taste, porridge cooking consultation, health consultation, which attract the attention of consumers and to actively participate in activities.
(2) The second stage: Depth Development
Marketing idea: the pure marketing products transform to added value of product (traditional culture, cultural connotation, the health care effect, etc.), further to develop Chinese long porridge culture, specific as follows:
a. According to the product price and characteristics, the main sales channel is still a big market, big department store counters, etc.
b. We can set up a mobile sale car. Through sales car, we can teach some porridge knowledge and collect feedback information.
c. We will hold family cook porridge competition in Singapore, which focused on advertise for the knowledge of the family cooking porridge.
(3) The third stage: Horizontal Development
a. Competitive Analysis: if all goes well and more competitors join the porridge market. At this point the company should take advantage of the existing brand sales channels, expanding the scale to reduce costs (should be in the second stage to implement).
b. Marketing idea: on the basis of careful research and analysis the market, introducing new products, such as health pastry, keeping in good health soup, health tea. At the same time, we will set up porridge shop website and build online customer information communication platform to master the latest requirement even we can timely launch the latest porridge.
7. Financial factors
(1) Product Price
Product Category Product Class Product Price(SG)
Grain vegetables vegetarian porridge Low 1-3 Middle 3-5 High 5-7
Livestock and poultry meat porridge Low 2-4 Middle 4-7 High 7-10
Seafood and meat porridge Low 3-5 Middle 5-8 High 8-12
Herbal porridge Low 5-9 Middle 10-15 High 16-20
(2) Profit Model
We will introduce international management mode to adapt to the local consumption habits, so we can take normal consumption (breakfast, dinner, dinner, snack), mass consumption (birthday parties, business, parties, banquet, etc.), outside consumption (take-away meals) to form the profit pattern of low cost high profits.
(3) Profitability analysis (For example: A Lotus lily porridge) cost It need to lily lotus seed 10 grams, 20 grams of japonica rice and other raw materials cost 2 SG in total.
Selling price 4 SG
Margin 4-2=2SG (profit margin is 50%)
Product Match All kinds of snacks and food, and other ancillary varieties of gross margin is above 60%
Overall, our porridge shop is superior to the conventional food competitor, operating profit is higher than the same food commonly, which can achieve 60% profit. Even some porridge profits can be as high as 90%, the average profitability through the same food is relatively high.