Executive Summary

Jo-Joe Thai Restaurant is a Thai restaurant,

unlike a typical restaurant, will provide a
unique combination of excellent food at
value pricing with a fun and entertaining
atmosphere. Jo-Joe Thai's is the answer to
an increasing demand. The public wants
value for everything that it purchases, is not
willing to accept anything that does not
meet its expectations, and wants
entertainment with its dining experience.
In today's highly competitive environment, it
is becoming increasingly more difficult to
differentiate one restaurant concept from
another. Jo-Joe Thai's does this by being the
only Thai restaurant in the area. We will
provide our customers with unique Thai food
with Thai entertainers every week.
This plan is prepared to obtain financing for
the initial launch of this concept. The
financing is required to begin work on
kitchen design, manuals and recipe books,
site selection, equipment purchases, and to
cover expenses in the first year of business.
The financing, in addition to the capital

contributions from the owners, will allow JoJoe Thai's to successfully open and maintain
operations through year one. The initial
capital investment will allow Jo-Joe Thai's
providing its customers with a value driven,
entertaining dining experience. Successful
operation through year three will provide
enough cash flow to be independent in year
four.
Objectives
Jo-Joe Thai's objectives for the first three
years of operation include:
To get a good market share in restaurant
business.
Keeping food cost fewer than 35% of
revenue.
Keeping employee labour cost between 1618% of revenue.
Building a good reputation in business life.
To succeed in this business we must:
Create a unique, innovative, entertaining
menu that will differentiate us from the
rest of the competition.
Control costs at all times, in all areas and
implement a conservative approach to
growth policy. Although, we provide

more than enough fund to open more

than one outlet, we want to be on the
safe side of the business.
Sell the products that are of the highest
quality, as well as keeping the customers
happy with all of our product categories
from food to store merchandising.
Provide 100% satisfaction to our customers
and maintaining the level of excellent
services among other competitors.
Encourage the two most important values
in fast food business: brand and image,
as these two ingredients are a couple of
main drivers in marketing
communications.
Get access to high-traffic shopping malls
near the target market.
Promote good values of company culture
and business philosophy.

Company Summary
Jo-Joe Thai's located in CBD of Sydney and we
provide a fully licensed and unique
combination of excellent food at value pricing
with a fun and entertaining atmosphere.
Facilities and equipments, we rent the room
estimate 20 m x 20 m with the terrace. We pay
the rent every fortnight. We buy some
equipment which essential for restaurant for

example coffee machine, table, oven, wine

racks etc. We buy hardware and software,
computer, printer fax etc.
Youthful and fresh surroundings

We will imitate successful establishments,

which represent the majority of our core
target market, between 18 to 35 years of
age. Our store will feature display cooking of
our featured Thai food from cutting to frying.
Our customers will also be able to read our
in-house brochures in regards to all
knowledge about Thai food and our featured
wines. Our store will be decorated with
unique seatings, such as a bright counter
and display menu on the wall.
Our store is open everyday from 11 am to
12 pm.
Variety, variety, variety
A different selection of wines will be
featured week.
Company Location and facilities:
The space selection will be chosen based
upon the following criteria:
- Community size: minimum of 800,000

people within a radius of 8 kilometers.

- Tourist destination.
- Easy access.
- Large percentage of teenagers in the
community.
Product
We are offering fusion and unique Thai food
along with variety of wines, especially
imported wines. In promoting the lifestyle,
we will offer various merchandise with our
logo and colors, from hats to t-shirts to
paper bags, so that our customers can enjoy
our food at home. Our signature food is
exclusively cooked by our head cheif.
Jo-Joe Thai's menu will feature a selection of
pan-ethnic dishes influenced by fusion Thai
cooking traditions. Braised and smoked
meats and poultry, seafood, and vegetarian
offerings will change seasonally.
Specialty wines, desserts and pastries, and
desserts will be available in the coffee shop.
Operating hours from 11.00 am to midnight
every day. There are 1 manager, 2 bar
staffs, 1 first chef, 2 second chef, one

kitchen hand and 4 waiter or waitress. We

connect to the big supplier of the wines and
stock every week. For cake and ingredients,
we contact the supplier in Sydney and check
the stock every day.
Restaurant is a business that will develop and maintain
a high standard of service continuously. Restaurant is a
good management system in terms of personnel, sales
system and service. Chef and kitchen
hand monitor the stuff of food. Then they will report to
the manager and the maintenance sheet to check the
equipment every week
This has supported the use of computer systems for
purchasing and receiving stock, This system will save
that much inventory in stock. How much stock must
also be prepared in order enough to the
needs of our customers. In this section, investors can
calculate the time between order and delivery time are
more accurate material. The quality of coffee is always
fresh. This system will reduce costs
and losses incurred. The manager is the person which
control purchasing and receiving stock. The manager
check quantity, quantity, condition of goods.
Private Parties
Brochures and handouts will explain that we can handle
banquets and private parties, in addition to our
brochure that will list our daily entrees.
The goal of purchasing policies and procedures is to
provide reasonably priced, high-quality foods and
products and provides excellent services to end users,
while preserving organizational, and financial and civic

accountability. Barbie Thai's shall ensure that

purchased product conforms to specified purchase
requirements. The type of extent of control applied to
the supplier and the purchased product shall be
dependent upon
the effect of the purchased product on subsequent
product realization or the final product. Barbie Thai's
shall evaluate and select suppliers based on their
ability to supply product in accordance with the Barbie
Thai's
requirements.
Each opening of Jo-Joe Thai's will have, more or less,
the same marketing mix as the others. Below are the
programs that we will develop to open each location.
Grand Opening
Each new outlet will have outdoor signage as soon as
possible. We want the signage to be supported by
banners before the opening.
Point of Purchase
We will use "tray toppers" to explain the concept and
philosophy of Thai Restaurant. We will also sell gift
certificates, announce future job openings, and possibly
mention franchise opportunities.

Start-up
Requirements
Start-up Expenses
Legal
Stationery & Sign
Office Supplies (Computer,
Fax, Printer)
Uniforms
Insurance
Rent & Security Deposit

$5,000
$5,000
$5,000
$2,000
$2,000
$18,000

Outdoor Patio & Garden

Setting
Liquor License
Furniture
Cash Register/Software
Bathrooms Repair
(Materials/Labor)
Windows Repair
(Materials/Labor)
Floor & Wall Coverings
(Materials/Labor)
Paint
Lighting & Lamps
(Materials/Labor)
Phone & Gas Deposit
Food & Liquor
Kitchen Supplies
Music/Stereo/TV
Cleaning
High Chair & Booster Seat
Advertising & Website
Total Start-up Expenses
Start-up Assets
Cash Required
Other Current Assets
Long-term Assets
Total Assets
Total Requirements

$10,000
$75,000
$40,000
$10,000
$15,000
$5,000
$20,000
$4,000
$12,000
$1,000
$30,000
$30,000
$4,000
$1,000
$200
$5,800
$300,000
$85,000
$0
$0
$85,000
$385,000

We anticipate our total sales allocation to be

85% restaurant sales and 15% catering sales.
The combined cost of sales will be 33%
producing a gross profit of 67% on total sales.
Prices will be competitive with other upscale
restaurants in the area. However, it is the
strategy of Jo-Joe Thai's to give a perception of
higher value than its competitors, through its

food, service and entertainment.

Web Plan Summary

Jo-Joe Thai's will have a combined website. It will be

the virtual business card and portfolio for the company,
simple, classy and well designed. Our site will offer our
menus, prices, reviews and happenings at Jo-Joe
Thai's. We will also have a monthly newsletter about
what did happen at Jo-Joe Thai's to get new
customers interested in our restaurant. You will also be
able to send us an E-mail when you want to make
reservations at our restaurant or to book. Fast, easy
and convenient!

Market Summary
Jo-Joe Thai's possess good information about the
market and knows a great deal about the common
attributes of our most prized and loyal customers. JoJoe Thai's will leverage this information to better
understand who is served, their specific needs, and
howJo-Joe Thai's can better communicate with them.

Market Demographics
The profile for Jo-Joe Thai's customer consists of the
following geographic, demographic, and behavior
factors:
Geogr
aphics
Our immediate geographic target is the city of
Sydney with a population of 130,00.
A 15 mile geographic area is in need of our services.
The total targeted population is estimated at 46,000.
Demographics

Male and female.

Ages 25-50, this is the segment that makes up 53% of
the Sydney market according to the
Australan Chamber of Commerce.
Young professionals who work close to the location.
Have attended college and/or graduate school.
An income over $40,000.
Eat out several times a week.
Tend to patronize higher quality restaurants.
Are cognizant about their health.
Behavior Factors

Enjoy a high quality meal without the mess of making

it themselves.
When ordering, health concerns in regard to foods are
taken into account.
There is value attributed to the appearance or
presentation of food.

Market Needs
Jo-Joe Thai's is providing its customers with a wide
selection of high-quality authentic and fusion of Thai
food that are unique and pleasing in presentation, offer
a wide selection of health conscious choices, and
utilizes top-shelf ingredients. Jo-Joe Thai's seeks to
fulfill the following benefits that are important to their
customers.

Selections. A variety of Thai food and wine to be

selected.
Accessibility. The patron can gain access to the
restaurant with minimal waits and can choose the
option of dine in or take out.
Customer service. The patron will be impressed with
the level of attention that they receive.
Competitive pricing. All products/services will be
competitively priced relative to comparable highend restaurants.

Market Trends
The market trend for restaurants is headed toward a
more sophisticated customer. The restaurant patron
today relative to yesterday is more sophisticated in a
number of different ways.
Food quality. The preference for high-quality
ingredients is increasing as customers are learning
to appreciate the qualitative differences.
Presentation/appearance. As presentation of
an element of the culinary experience becomes
more pervasive, patrons are learning to appreciate
this aspect of the industry.
Health consciousness. As Australian in general are
more cognizant of their health, evidenced by the
increase in individuals exercising and health club
memberships, patrons are requesting more healthy
alternatives when they eat out. They recognize
that an entree can be quite tasty, and reasonably
good for you.
Selection. People are demanding a larger selection of
foods, they are no longer accepting a limited
menu.
The reason for this trend is that within the last couple of
years the restaurant offerings have increased,
providing customers with new choices. Restaurant
patrons no longer need to accept a limited number of
options. With more choices, patrons have become
more sophisticated. This trend is intuitive as you can
observe a more sophisticated restaurant patron in
larger city where there are more choices available.

The following SWOT analysis captures the key

strengths and weaknesses within the company,
and describes the opportunities and threats
facing Jo-Joe Thai's.

SWOT Analysis
Strengths

Strong relationships with vendors that offer highquality ingredients and fast/frequent delivery
schedules.
Excellent staff who are highly trained and very
customer attentive.
Great retail space that is bright, hip, clean, and
located in an upscale mall, suburban
neighborhood, or urban retail district.
High customer loyalty among repeat customers.
High-quality food offerings that exceed competitors
offerings in quality, presentation, and price.

Weaknesses

Jo-Joe Thai's name lacks brand equity.

A limited marketing budget to develop brand
awareness.
The struggle to continually appear to be cutting edge.

Opportunities

Growing market with a significant percentage of the

target market still not aware that Jo-Joe Thai's
exists.
Increasing sales opportunities in take out business.
The ability to spread overhead over multiple revenue
centers. Jo-Joe Thai's will be able to spread the
management overhead costs among the multiple
stores, decreasing the fixed costs per store.

Threats

Competition from local restaurants that respond to JoJoe Thai's superior offerings.
A slump in the economy reducing customer's
disposable income spent on eating out.

Direct Mail Piece

A stand-alone piece, folded, will be produced in full
color on heavy weight paper. Inside will be all the
important details of Jo-Joe Thai's, explanation of our
menu, prices, house of operation and a locator map.
An asset register is an accounting method used for
major resources of a business. They are those such as
land, machines, office equipments, buildings, patents,
trademarks, copyrights, etc. held for the purpose of
production of goods or rendering of services and are
not held for the purpose of sale in the ordinary course
of business. We have sheet for record the asset, which
they buy asset. For example
We check and monitor for the maintenance plan every
month. When there are the problem of asset. The
record will send to the manager and he will fix the
problem.
Operators also need to focus on people management.
In terms of training to provide knowledge and
understanding of coffee to employees. Eventually, the
staff can answer customer questions and provide better
services to its customers. And giving employees the
opportunity to fork over the equally.
All staff need to access to training that enables them to
understand OH&S. Provides training every three
months, regarding help the environment and also other
necessary training. We buy the products, which has
environmentally friendly products. For example the
kitchen hand separate the rubbish and place the
disposal of waste following in recycle bins, depending
on recycling facilities available in the community.

We consult with the layer for legal requirement. A list of

all legal requirements for the business to operate in
Australia
* Licenses and approvals need to operate a business
* The Taxation Office
* NSW food Regulation