Ali Baba
My name
5454 Flying Carpet St.
My city and zip code
317(345-6789)
flyingcarpet@yahoo.com
December 2, 2013

Table of Contents
Executive Summary 4
A.2 Mission, Goals and Objectives 4
A3. Keys to Success 5
Company Summary 6
B1. Industry History 6
B2. Legal Form of Ownership 7
B3. Locations and Facilities: 8
B4. Management Structure 9
B5. Products and Services: 10
Market Analysis 11
C1. Target Market 11
C2. Industry Analysis 12
C3. Competitive Analysis 13
Market Strategy 15
D1: Four Ps 15
Product- 16
Pricing Strategy 16
Positioning Statement- 17
Promoting 17
D2. Price List- 17
D3. Selling Strategy 18
D4. Sales Forecast 19
Implementation Strategy 19
E1. Overall Strategy 19
E2. Implementation 20
E3. Control Plan 21
Financial Statements and Projections 21
F1. Revenue and Cost Estimate- 21
F2. Forecasted Profit and Loss Statement 22
F3. Forecasted Balance Sheet 22
G1. Financial Projections 22
G1a- Breakeven Point 22
G1b- Financial Position- 22
G1c-Capital/Investment Needs 22
References 24

Executive Summary
Ali Baba is a fast food sit in or take-out restaurant that will serve Mediterranean style foods such as Chicken or Beef Shawarma and Gryo sandwiches. There is an increasing demand for healthy and filling fast foods at value pricing, we believe Ali Baba can fill this demand. Located in the Circle Center Mall in the city of Indianapolis Indiana we will be able to serve mall shoppers and companies in the surrounding area.
A.2 Mission, Goals and Objectives- In the high competitive environment of today, it is becoming increasingly difficult to differentiate one fast food outlet from another. Indianapolis is a city that is full of activity and many things to do. We hope to become the first choice of mall customers when needing a quick bite while shopping throughout the mall and serve the surrounding areas in downtown Indianapolis. We will work to see that are foods are prepared and made fresh from us daily.
Company goals for Ali Baba are:
· Beginning with one food store located inside a major Indianapolis shopping mall as a "market tester." To be one of the most successful fast food stores in Indianapolis is our main goal.
· Striving to be a premier local fast food place in the community. With our customers having the remembering experience when visiting our store and website in which they can learn about the history of Mediterranean foods.
· Serving high-quality food at a great value is our goal at Ali Baba.
Company Objectives are as follows:
· To provide Middle Eastern style foods while maintaining great service and freshly made food daily.
· To make Ali Baba the spot for mall-customers and surrounding businesses.
· To build a reliable customer based network through word-of-mouth advertising from our local community to tourist and sports fan that come to visit the city of Indianapolis.
A3. Keys to Success- To succeed in this business we must:
Have a unique, value-priced, menu that shows the difference from our foods and the rest of the competition. In all areas controlling costs and implementing a conservative approach to growth policy.
Selling only the highest quality of products as well as pleasing our customers with the freshness of all of our products sold and served. We will provide our customers 100% satisfaction by achieving and keeping the level of fresh and good foods over our competitors.
The third will be a good market plan. By getting access to a high-traffic area in the shopping mall near the target market, by using banners, pamphlets and advertisement over the mall radio to let the shoppers know that we are now open for business. Later we will extend our advertisement to outside sources. And above all we will promote good values of our company and business philosophy.
B. Company Summary
B1. Industry History: What is Gryo, Chicken and Beef Shawarma sandwiches? The word shawarma means “to turn” you can find shawarma in the Middle East, North Africa and in parts of Europe. Shawarma originally came from Turkey, the city of Bursa. Turkish name for it is Doner Kebab, which means roasting slowing on a vertical spit while going around. The inventor of the shawarma is Iskender Efendi. Who lived in Bursa in the 19th century, (turkishkebaphouse.com) it become popular as different people from different places started to spread the word about the shawarma. Now you can find these sandwiches just about in anywhere in the world.
Our sandwiches are fresh meat with a special Tahini sauce. This sauce is a paste made from ground, hulled sesame seeds and our meats are made with exotic spices brought over from t the centuries handed down from one generation to the next.
Ali Baba will use successful establishments as our guide, such as Panda Express and Starbucks, which represent a wide variety of the target market in which is everyone. Our store will feature display cutting of our featured Gryo, Chicken and Beef sandwiches placed on a spit and grilled throughout the day. Our brochures positioned on our table tops in regards to all knowledge about our sandwiches and our featured tahini sauce will be available to our customers. Our store will be decorated with Middle Eastern setting, villages and bread making ovens will be some of the decor on the wall.
Quality food, Ali Baba Cafe will offer nothing but freshly grilled sandwiches cut directly off the spit when being served, all served with tahini sauce and freshly made hummus and pita bread.
Open every day - Ali Baba will be open every day Monday through Saturday from 11 a.m. to 10 p.m. and on Sundays from 11a.m. to 5 p.m.
Variety, variety, variety, Different selection of new foods or sweet will be introduced once every six months in order to introduce new Mediterranean taste to our customers.
B2. Legal Form of Ownership- Ali Baba is a partnership held company between four persons.
It will be registered as a partnership, with its partners including 25% - Tom Pita, 25% - Becky Bee, 25% - Tami Cast, 25% - Larry Lark.
Between the two of them Becky Bee and Larry Lark have 15 years of experience in the food industry. Mrs. Bee also a graduate of Information Technology, She holds a MS degree from Institute ABC. She has initiated and completed several projects and served as project manager for several fast food companies in Indianapolis.
Tami Cast holds an MBA degree from the University of Indiana. An entrepreneur with her latest entrepreneurial project being an computer store in the downtown Indianapolis.
Tom Pita holds a BA degree in Computer Science from Indiana University. His projects vary from computer design to web development for several reputable companies.
Larry Lark holds a BS degree from University of Indiana, majoring in Management and Information Technology. He has been in the management position for many years with food based company Cysco Foods.
B3. Locations and Facilities: Ali Baba locations will range in size from 165 feet and will seat from 15 – 20 guests. We will start small for our first location. The decorations for our location will feature its own originality and music. The outlet will be equipped with modern furniture with cleanliness and an open feeling to the store. If in the future the possibility presents itself to expend we will look at several possible sites in shopping malls in our surrounding Indianapolis area for our future store.
We will choose our space selection based upon the following criteria:
• Size of Community: with at least 100,000 people within a 5 mile radius.
• Destination spot of tourist and sports fans.
• Ease of access to the mall.
• The number of activities in the community. These are qualities which we look for to be consistent with Ali Baba’s goal is to be a top provider of the best quality fast food experience. With our highest form of marketing being "word-of-mouth", in which our customers value the taste of our foods as something good and tell their friends and family of the great taste of the sandwiches we serve.
Competition will be with several fast food places inside the shopping mall of our choice, including Panara Bread and PF Changs and grab and go options such as Chick-Fil-A and Villa (pizza).
B4. Management Structure: Ali Baba idea was formed from the four investors Pita, Bee, Lark and Cast. Because our company is a small one, a simple organizational structure is required. All four individuals are to make the major management decisions and to monitor all of the other business activities associated with the store. Once the business is up and sales are good we will then have a primary site manager.
Mr. Ahmed Saleh will be responsible for accounting and business development of Ali Baba, including the payroll functions, with the help of Mr. Larry Lark. With the possibility of other positions added at a later date. Personnel Plan
We will start with two cashiers and two cooks; there will be two workers present during open hours. We believe this number of personnel is idea for a beginning food outlet with a store of our size. The work week will consist of 38-40 hours per week for each employee.
If in the future we decide to expand our menu, we will employ more people at that time to ensure the quality of our work, including site managers.
B5. Products and Services: Our focus will only be on the selling of sandwiches. There will be no sales of any kind of alcoholic beverages, as our store promotes a healthy and positive Indianapolis lifestyle. Instead, we will offer cold and hot drinks to complement the sandwiches.
In promoting our great tasting foods, we will offer take out so that our customers can enjoy Ali Baba freshly made sandwiches’ while relaxing at home after a busy day. Our tahini sauce is exclusively made from us fresh each morning.
While cooking, the meat is shaved off the stack with a large knife, dropping to a circular tray below to be retrieved. The meant is then put into a sandwich wrap with pita bread, cucumber, onion, tomato, lettuce, pickles with our freshly made tahini sauce.
Hummus or French fries are available as a side item in large and small.
Tabbouleh, fattoush, taboon bread, tomato, and cucumber are some of the side items usually served with the shawarma. Toppings include tahini, hummus, which we will introduce monthly to our customers.
C. Market Analysis
C1. Target Market- The target market for Ali Baba will be all shoppers in the mall young and old. Due to heavy traffic from the university and the city’s youth, it is common for high school and college students having lunch while doing their shopping in the mall, or just out to enjoy their day. They tend to flock to fast food joints while inside shopping malls across America because of the ability to walk around and relax no matter what the weather is outside.
Our secondary market segment is the "Working Americans." Downtown Indianapolis has a large verity of business and shopping options along with the Circle Centre Mall in which we will be located. With so many activities and fun things to do and see in the vicinity, and surrounding areas, Indianapolis is a busy city with interest for shoppers and job seekers alike.
Lastly, Indianapolis is also the destination for tourists staying in the area. The JW Marriott, Hilton Garden Inn and the Conrad Indianapolis are just a few accommodations in the city for the tourist that visit the city, which is located only a few minutes from the mall in which we will be located. While visiting the city, tourist will be hunting for the best sales with no time to go out for a full meal during shopping. Ali Baba is the alternative for a quick bite while shopping in the downtown area.
C2. Industry Analysis- Despite the prolonged effects of the economic crisis followed by uncertain job growth market Indianapolis food service industry witnessed growth in the number of family, students and workers eating out. The cafes/bars, fast food, and food retail has contributed to much of this growth , whose wide appeal amongst both the old and young population, led to high levels of growth. This growth is due to market demand and changing lifestyles, such as eating out being seen as a common part of our lifestyles today and as a convenience for others.
Both Forbes and Livability.com rank Indianapolis as one of the best downtowns in the United States citing "more than 200 retail shops, more than 35 hotels, nearly 300 restaurants and food options, movie theaters, sports venues, museums, art galleries and parks" (livability), as attractions although there was a slowdown during the economic crisis in 2008-2010, the food service industry recovered faster than others. “The momentum has changed during the last 12 months in Indianapolis, Commercial real estate pros doing business in Indiana’s capital city say that the number of new commercial leases, sales and developments are on the rise. “I think that we are in a steady recovery” (Klink RE journels).
In the past three years, Indianapolis has invested over $3 billion in new tourism products from an expansion of the Indiana Convention Center to the opening of the world’s largest JW Marriott. Indianapolis receives many visitors yearly, and is home to the world’s largest single day sporting, the Indianapolis 500 and the world’s second largest single day sporting event, the Brickyard 400. And let’s not forget our home team the Indianapolis Colts.
C3. Competitive Analysis- We have seen over the years, that there has been a general upgrading in the food service sector things like food courts that are clean and well taken care. There have also been a number of increased investments from foreign and local businesses in the sector which have also produced an increase in the numbers of:
• Foreign chains, including chains such as Mexican, Chinese and authentic Indian foods.
• Modern retail bakery/café outlets such as Panera Bread.
• Coffee shops such as Starbucks with sitting areas and wifi.
The general nature of the competition is typically restaurants with outdoor seating. Some of the restaurant in the downtown area offer liquor, beer and wine. Also they have added entertainment such as live music and big screen televisions for sports fan who like to meet in groups while watching their favorite teams.
Our main competitors are any food outlets within the 15 mile radius within the Circle Center Mall or in downtown Indianapolis.
Chick-fil-A- Truett Cathy opened his first restaurant in 1946 at a mall in suburban Atlanta. In 1967 he opened the first Chick-fil-A. From that time on, Chick-fil-A has grown at a steady pace to become the second largest quick-service chicken restaurant chain in the United States. This is also considered a healthy quick grab meal.
P.F. Chang- In 1993 Paul Fleming and Philip Chiang founded P.F.Chang. At the Scottsdale Fashion Square in Scottsdale, Arizona is where the first restaurant was opened. American Chinese cuisine is what the chain specializes in. The concept also sells wine, specialty drinks, Asian beers, sake, cappuccino and espresso. Gluten-free options are offered by this chain and have been recognized for this by the Gluten Intolerance Group of North America. They offer a sit-down and relaxing atmosphere with quality foods and reasonable prices.
Villa- Michele Scotto brought with him from Naples, Italy authentic old-world recipes. These recipes were used to build the Villa Fresh Italian Kitchen, from the first pizzeria that opened next to the Ed Sullivan Theater on Broadway in 1964. With well over 300 locations internationally, by providing guests what they want— old world pizza, homemade pasta, authentic Italian entrées, salads and specialty items that meet their ever-changing lifestyle, Villa continues to grow. Pizza is one of the favorite foods with children and adults anywhere.
Panera Bread- Panera Bread is a restaurant where you can sit down enjoy a variety of freshly made sandwiches on your choice of bread, soup or salad is also available, and the menu also includes fresh pastries, bagels and loaves of bread.
D. Market Strategy
D1: Four Ps The delivery of a quality product is the most important element of our marketing strategy. To increase customer awareness of Ali Baba we will deploy different marketing tactics. With "word-of-mouth" and in-store marketing being our most important tactic, the most effective and cheapest marketing program by far due to the high traffic in our chosen shopping locations. This will become our "market testing area," and as we go further, Ali Baba will consider the opening of other stores in nearby communities or shopping plazas. In attracting customers to try our foods, we will have our sandwich meats on the spit in an open location, so that people will see how we freshly cut and prepare their sandwiches. This letting out the aroma of our freshly grilled meats into the surrounding area, filling the air with its wonderful smell will encourage the people to come and try our products.
Product-Ali Baba is a restaurant that sells moderately-priced foods. The restaurant serves Greek/ Mediterranean foods with exotic flavors and fresh ingredients. Our sandwiches are made by combining meat that has been slow-roasted on a spit (rotisserie) and then wrapped in a pita with onions, tomatoes and tzatziki sauce. Cooked and mashed, chickpeas blended with tahini, olive oil, lemon juice, salt and garlic is how we make our delicious hummus dip.
Ali Baba has freshly brewed coffee, tea, and soda drinks. The restaurant will offer both carry out and dine in menu selections, with special offers to children and students. Pricing Strategy- Our pricing strategy is comparative with other stores in the area, with $10.00 being the average consumer spending for a snack or light lunch in Indianapolis. With food and drinks priced slightly below this average this will give us an attractive margin while at the same time offering value to the customer. We will have specials and special pricing for children. Positioning Statement- We are a Mediterranean style fast food store providing healthy foods to our target market, which includes not just a specific market but everyone. Our tactics and programs will be directed toward the goal of explaining who we are and what we are all about. In keeping with fair prices and high standards, with executing this concept so that “word-of-mouth” will remain being our main marketing force.
Promoting- Promoting is very important to our business, because to be successful we have to get the word out that we are here. Our promotion strategy includes focusing on events and messages that match. Participation in local radio contest and by participation in events that bring our target market together such as park festivals and community outings also participation in volunteer community services and advertising placed throughout these events and in local papers. We will use website such as Retailmenot.com and social websites such as Facebook. We will have grand opening specials and discounts for mall workers and students.
D2. Price List-
Shawarma Chicken or Beef(entrée only)|$6.50|
Gryo Sandwhich (entrée only)|$6.50|
Hummus |Lrg- $4.99, small- 2.99|
Pita Bread (slices)|2 @ $ 1.00|
Value Meal (include sandwich, and drink)|$7.50|
Fountain Drinks|$1.80|
Coffee & Tea|$ 1.00|
Fries (large)Small|$1.751.00|

As new items are introduced to the menu, the menu pricing will be updated to fit changes.
D3. Selling Strategy- Ali Baba will succeed by delivering great tasting food as a great price. The diner will treat the customer with care no matter what number of times the customer has visited the store.
The first goal of Ali Baba is to have sells of $46,000 in the first quarter. Seconded milestone will be reached with sales of $51,000. The third milestone will occur in the third quarter with sales of $62,000. And the last quarter will have a milestone of $77,000.
Our seconded goal will be to establish a growth of our sales from online orders in the following year of 2015. An established website that will be organized by Tom Pita

Other selling strategy will be used such as,
· In-Store Marketing o In-store brochures on our tables containing our foods history. o Wall posters. o In-store viewing of freshly made foods o Standing signage placed inside the malls lobby and aisle. o Grand opening promotion.
· Local Media, although, this will be the most costly; utilizing local media is a tactic that we will use sparingly as a supplement when necessary. o Brochures sent to surrounding addresses per snail mail. o Company web page with our philosophy, history and news. o Local free magazines to inform potential customers and offer coupons. o Catering to companies for special events and private parties.
When the one "market tester" outlet showed potential growth, we will consider the possibility of opening new locations in order to increase revenue. Our sales strategy will be built in order to accommodate these possibilities.
D4. Sales Forecast- See Revenue and Cost Tab
Our sales forecast is strong, this is an investment of four individuals with cash, no loans required. This business plan was built off of a similar family owned business in another state and all pro and cons have been addressed. We will have advertising and promotions before and at launching, this is a strong forecast which we believe is attainable.
E. Implementation Strategy
E1. Overall Strategy- Serving our markets well are the bases of our strategy. We will begin by having our first outlet as a "market tester" with the possibility of becoming a model of the possible expanding number of stores in the future. We will focus on staying ahead of the game and establishing a strong image in the public market.
No loans will be needed to pay for the start-up of this company, our capital contributions from the shareholders, will allow the successful opening of Ali Baba. The capital investment will allow Ali Baba to provide its customers with a value-driven, experience with a healthy and fresh product.
The next piece of our implementation strategy is the already located rental spot in a high traffic area in the Circle Center Mall, which makes this a prime location for Ali Baba. This is a well-known and busy mall in the downtown area of Indianapolis where there are also plenty of businesses and tourist hotels in which we can draw dine in or carry out customers to have strong lunch sales throughout the week.
A combination of local stations and local store marketing programs will be utilized for our location. Print ad will follow local store marketing to make it more effective. We will explore broader media after the establishment of our store. However, we still believe that the best form of advertising is still and wil always be "word of mouth” In providing a welcoming and relaxing environment, with quality that cannot be beat and at prices that is agreeable to others in a clean and friendly store; we will be the talk of the town. Executing this concept will be the most important element of our plan
E2. Implementation- The launch date for Ali Baba will be January 1, 2014.
Merchandise and equipment will need to be ordered by December 01, 2013 to insure on time arrival for the stores opening day. Tom Pita will interview and hire the store manager by December 14, 2013 and will be trained and ready for the launch of the store. Within this period the store manager may hire his hourly staff. For the first six months of the store opening one of the stakeholders will work alongside of the hiring manager to assist and help him with the launch of the store.
Other goals of this plan is set forth is the table below.
Printing materials|11/01/2013|11/30/2013||Tami Cast||
Marketing communication|12/01/2013|12/20/2013||Becky Bee||
Constructions|12/22/2013|12/24/2013||Tom Pita||
In store signage, POP|12/20/2013|12/22/2013||Tami Cast||
Grand opening materials|12/15/2013|12/15/2013||Tami Cast||
Hiring staff|12/16/2013|12/20/2013||Manager ||
Training staff|12/20/2013|12/30/2013||Larry Lark||

E3. Control Plan- In the beginning our management team will be the founders themselves, with their self-investment being the only back-up. Additional help in certain key areas will be taken on as we grow. For the most part our basic philosophy will be able to run our store as we share our knowledge and train others as we grow. We will not add additional help until we are well on track, which means that the investors will have to work extra. In doing this, we will be able to keep cost down, which will allow Ali Baba to be adequately staffed as needed. We will monitor the surveys that the customers fill out in order to insure a good customer base. We will have weekly items sales, watch the promotions and advertisement to know what is working and what is not, and by staying in touch with community events for the purpose to be included in such events to ensure a broader customer base.
Financial Statements and Projections
F1. Revenue and Cost Estimate- See financial plan attachment, first tab
F2. Forecasted Profit and Loss Statement See financial plan attachment, second tab.
F3. Forecasted Balance Sheet See financial plan attachment, fourth tab
G1. Financial Projections – Financial projection came to a positive conclusion using the assumptions of annual total sales - annual total expenses came to a profit in the first month of operation. To operate for one year expenses will be $182,352.00, with our total sales being $238,500 which give a profit of $56,147. This is a very good start from the first month, with Ali Baba having no loans and with the investors helping in the startup of Ali Baba this puts this store in a strong position.
G1a- Breakeven Point - See financial plan attachment, seventh tab.
The break-even point for our business will be before our first year. Our sales will be strong because of our strategy in promoting, advertising and samples of our foods delivered to surrounding areas and store within the mall before our launch date.
G1b- Financial Position- The strong financial position of our store ensures us that we will allow us to thrive and be a well-known name in the community. With maintaining our customer base while adding new customers with our promotions and advertisements, keeping debt- free, we can look forward with the continuation of this strong position. We will then be able to consider the possibility of a successful future opening at a second location.
G1c-Capital/Investment Needs- At this time we do not need additional investment in our company. The financial analysis suggests that the salaries and wages of all employees have been cleared and that there are no pending payments to be made to creditors. All profits will be divided evenly between the four stakeholders. It is my hope that the four stakeholders (at their discrepancy) reinvest in a second location allowing the company to grow, and become one of the well-known, top choice, fast food chains in the state.

References
Forbes. (2013). Retrieved from http://www.forbes.com/pictures/efel45eddf/indianapolis-ind/
Rafter D. (2013, May 7). Indianapolis remains a commercial market on the rise. Retrieved from http://www.rejournals.com/2013/05/07/indianapolis-remains-a-commercial-market-on-the-rise/.
Top 10 Downtowns. (2013). Livability.com Retrieved from http://livability.com/top-10/top-10-downtowns/indianapolis/in
Turkish Kebab House. (2013).Retrieved from http://turkishkebaphouse.com/?page=menus&menuid=5