Business Plan

D-ZAIKA

Owner Name: Asia Umar Khan

Business Name: D-ZAIKA

Street Address: House no.13, Street no.12, Sector.E-1, Phase-1, Hayatabad, Peshawar
Peshawar-21500
Telephone: +92-03369133407
E-Mail:
Date: 30th Sep, 2022

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Table of Contents:

Contents
Company Description 5

Values Statement 5

Core Beliefs Error! Bookmark not defined.

Priorities in Operating the Business ...................................................................................................... 6

Business History 6

Stage of Business 6

Business Profile 7

Name of Business 7

Business Model 8

Elevator pitch 9

Products & Services 11

The need in the market 11

Description of the product or service....................................................................................................... 11

Range of products or services .................................................................................................................. 11

Unique features 12

Marketing and Sales 13

Industry 13

Trends 13

Seasonal Factors 13

Competition & Positioning ...................................................................................................................... 13

Competitors 13

Strengths and Weaknesses ................................................................................................................... 14

Positioning 15

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 Target Market & Customer Segments ..................................................................................................... 15

Customer Research 15

Customer Profile 16

Describe the characteristics of your customers.................................................................................... 16

Channel of Distribution Partners and Methods ....................................................................................... 17

Wholesale and/or Retail Methods........................................................................................................ 17

Promotion & Selling 17

Branding 17

Paid Advertising 17

Logo and Company Identity ................................................................................................................ 17

Packaging & Labeling 17

Sampling & Demonstrations................................................................................................................ 18

Method of Selling 18

Digital Marketing 18

Pricing 18

Customer Relationships: Building & Sustaining ..................................................................................... 19

After-Sale Service & Warranties ......................................................................................................... 19

Methods for Customer Relationship Management .............................................................................. 19

Plan for Growth 19

Operating Plan 20

Regulatory approvals, permits, licenses .................................................................................................. 20

Location 20

Production Methods or Service Delivery Plan ........................................................................................ 20

Supply Chain 20

Risk Management 21

Labor Force 22

Equipment and Facilities ..................................................................................................................... 22

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 Transportation & Delivery ................................................................................................................... 22

Management 23

Company Leadership 23

Advisory Board 23

Professional Advisors 24

Compensation 24

Ownership Structure 24

Finance 25

Personal Financial Status ......................................................................................................................... 25

Financial Management & Control ........................................................................................................... 25

Sources of Funding 25

Start up Costs 26

Projections 26

Action Plan 27

Goals & Timeline 27

Support and Resources 28

Measurement of Success 28

Appendix and Supporting Documents ......................................................................................................... 29

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Company Description
Values Statement

Like many other families, ours also trembled when my husband was laid off the job during
Covid-19 pandemic. The pandemic along with the rising inflation rate in Pakistan has made the
survival of many families difficult. One has to either compromise on quality life or go an extra
mile for earning a good livelihood. Recognizing the fact that “food” is the only product one
never compromises in any way, I thought of why not to start the food business, a food which is
not perishable, healthy, hygienic and affordable. The idea that this business would not only
support my family, but many other families who want to uplift their living standard, gave me
more strength. I recalled many of the women who always called me for financial help in the form
of charity although they were able to earn if trained and hired. I thought, “What if I start a frozen
food business which is healthy, affordable, high quality and without any artificial colors or
preservatives? It would also help the mothers especially working mothers to give their kids a
healthy and delicious ready to cook lunch at an affordable price, it would also create so many
jobs”.

When I researched, the findings showed me a lucrative growth in the frozen food industry around
the globe and in Pakistan. According to Fortune Business Insights (Jan, 2022) the global frozen
market is projected to grow from USD 256.46 billion in 2021 to USD 385.04 billion in 2028 at a
Compound Annual Growth Rate (CAGR) of 5.98% during the 2021-2028 period. This growth in
the frozen food market is driven by consistent rise in the number of working women who have
minimum time to prepare fresh food every day. They find it convenient to use ready to cook food
as it requires less time and effort to be prepared. According to Mordor Intelligence, the Pakistani
frozen food market is recording a CAGR of 3.58% during the forecast period (2022-2027).
Factors like these drove me to start a frozen food business with my core beliefs of:

1. Social welfare
2. Quality life

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 3. Women empowerment
4. Economic development

I would like my business to be known for

1. High quality products
2. Competitive prices
3. Committed
4. Socially responsible

Priorities in Operating the Business

Being passed through financial problems and seeing the low quality of ready to cook foods with
high prices, I started this business to help solve mine as well as other families financial problems
through providing jobs. I addition to this, I aim to provide healthy, hygienic and quality food at
competitive prices that majority can afford. It would help mothers in quickly preparing a healthy
lunch for their kids. It will ease the life of working mothers. Working women can readily serve
their guests with our unique products.

Business History
I have been fond of making something new and creative since my childhood. After getting
married, I used to make different ready to cook food items for my family dinners and tea parties.
At the end, people appreciated the flavors and uniqueness of the food prepared by me.

During Covid-19 when my husband lost the job and was unable to get a new one for number of
months, I finally decided to start business of frozen, ready to cook food to support mine and
other such families to come out of the hard times. I chose this business because it could be
started with little investment and I was able to introduce some new products in the market which
can also be used for giving lunch to the school going kids.

Stage of Business
I have started my ready to cook food business in March, 2022 and it is in start-up stage. Our
brand name is "D-ZAIKA” and we offer;
1. Chicken Cheese Pie

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2. Chicken Vegetable rolls
3. Chicken Cheese Cutlets and
4. Beef Shami Kabab
We sell four types of food items and also provide delivery service which is free for customers in
Hayatabad.
At present I have one female employee who makes the products under my supervision. She is my
part time employee. The rest of the jobs are performed by me and my husband.

Business Profile

Name of Business
D-ZAIKA

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Business Model
D-ZAIKA offers home- made kitchen food including chicken cheese pie, chicken cheese cutlets,
chicken vegetable rolls and beef shami kabab that are ready to be fried and served. Our
competitive advantage is high quality with reasonable prices. Moreover, we don’t use any
preservatives, artificial flavors, food colors or Ajinomoto (Chinese salt) which is health
hazardous and banned by the government (Cheema, 15th Jan, 2018).

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Key Partners Key Value Propositions Customer Relationship Customer Segments
1.Suppliers of; Activities 1.High Quality Product We believe in strong 1.B2B
• Chicken • Cooking Home-made healthy, Hygienic and unique customer relationships and Display of products at different
• Vegetable • Freezing ready to cook products without any health try to improve it more outlets/ stores.
• Beef • Packaging hazardous artificial flavors, colors and through: 2.B2C

• Spices • Delivery preservatives • Getting regular • Middle class families who want

• Packaging • Cleaning 2. Need based Product customization feedback from quality food products.

2.Printing press • Advertising Products are customized for customers who customers and • Office Employees who may
3.Graphic Designer through like chicken or beef instead. welcoming their need our products for office
4.Delivery service social media 3.Competitive prices suggestions for meetings, seminars, workshops.
provider and Prices are kept reasonable enough to generate improvement. • Kids(Lunch purpose)
brochures profits but lower than competitors to increase • Offering discount on
market share. next purchase.
4.Source of employment • Free samples to
Presently the business has hired one needy potential customers.
but hardworking woman and aims to increase • Urgent and ready to eat
job opportunities for other such needy deliveries on customer
women. requests.
Key Resources Channels
• Skilled and trained labor • Personal connections and social network
• Helpers e.g. family and friends
• Kitchen utensils • Digital marketing through Facebook and
• Freezer Instagram.
• Delivery van with freezer • Business website and Bill board (future
• Spacious and clean Kitchen with facility plan)
of cooking range and refrigerator • Door to door campaign/ flyer distribution
• Prompt supply of electricity based on demographic data.

Cost Structure Revenue Streams

Startup cost Sales of frozen and cooked food items through
Graphic designing, printing, license fee, 1.Outlet
advance rent. 2. Online delivery
Pre-operational cost 3. Other stores
Kitchen equipment, freezers, refrigerator,
marketing, raw material and supplies
Recurring monthly cost
Raw material, packaging, utilities, marketing,
salaries and wages, internet, delivery and rent
of kitchen, office and outlet.

Elevator pitch
I am Dr. Asia with my specialization in “Marketing”. I have started my business of ready to cook frozen
food in the name of D-ZAIKA. We offer healthy and nutritious homemade kitchen food items that are

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unique and ready to be fried and served. Whether it’s a tea party, office meeting, seminar or a hustle of
making lunch for your kids, our products will be a best option. We don’t use any kind of artificial flavors,
food colors, preservatives or Ajinomoto which are health hazardous. We strictly follow the health and
hygiene precautions and by the grace of God we have got the license from Khyber Pakhtunkhwa food
safety and Halal food Authority. Due to high quality delicious products and reasonable prices, the number
of our customers is increasing at an increasing rate and is expected to grow more in future. Most of them
are our repeat buyers because “we care”. A significant part of our income is used to support the
marginalized women and their families for their socio-economic uplift like I am doing for my family. I
wish my business to be known for social responsibility.

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Products & Services
The need in the market
In the past few years the market need for home-made food has increased tremendously due to
peoples’ demand for healthy and hygienic home-made food items with home delivery. The social
trend of increase in the number of working women, either due to financial problems or desire for
self-actualization, has resulted in less time left with the moms. D-ZAIKA has given a good
solution to busy moms for managing their kids’ lunch, tea parties and other family parties.
As the D-ZAIKA is located in an urban area, it has succeeded in acquiring a smart number of
customers in a short span of time and is expected to grow in future. Our products are ready to be
cooked in a limited time of 5-10 minutes; these will help the customers in time management.
Moreover, due to reusable box packaging, these are customer friendly and easy to be stored in
freezer for about 3 months. Increase in inflation in Pakistan has left the customers with low
purchasing power where reasonably priced D-ZAIKA products are a final solution to this
problem.
Description of the product or service
Current products:
1.Chicken Cheese pie
2.Chicken Cheese Cutlets
3.Chicken vegetable rolls
4.Beef Shami kabab
Unique features of our products:
Home-made, hygienic, best quality at fair prices and home delivery.

Range of products or services

Current range of our products consists of
1.Chicken Cheese pie
2.Chicken Cheese Cutlets
3.Chicken vegetable rolls
4.Beef Shami kabab

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However, in future we plan to add more products like chicken- shami kabab, beef cheese pie,
burger paties, samosas and chicken nuggets that may be used for kids school lunch also.
Unique features
We are producing four types of products e.g.
Chicken Cheese Pie which is out class having more and high quality cheese slices and minced
chicken with soft outer covering and bread crumps.
The chicken vegetable rolls are having rich delicious filling of minced chicken and vegetables.
The chicken cheese cutlets are made with unique formula ingredients with strings of finger
licking mozzarella cheese.
The Beef Shami Kabab are made with special love and are rich in food authority approved beef,
both minced and shredded.
Made in home with hygiene control and without any health hazardous preservatives or Chinese
salt our products are unique with fairly lower prices than competitors.

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Marketing and Sales

Industry

Trends
The Ready to Cook Frozen Food is a growing industry and has a large number of people
employed in each segment of its supply chain. According to Mordor Intelligence, the Pakistani
frozen food market is recording a CAGR of 3.58% during the forecast period (2022-2027). The
market for frozen foods has grown rapidly in the recent years owing to an adaptation towards a
more urban way of lifestyle. A growing population, coupled with an increase in urban lifestyles
has been the primary driver behind the rising demand for frozen food products. Additionally a
budding retail phenomenon is finding its way in the urban markets. This factor has been
complemented with the rise of malls, super markets, hyper marts have made significant impact in
the market with their frozen food products.

Seasonal Factors
All kinds of raw material used in our products, mainly dairy products and vegetables are
available over the whole year except for the “spring onion” used in cutlets which is unavailable
in the months of June to August. As we use fresh vegetables in our products, therefore, it
affected our production of cutlets in these months. Overall, the business is not affected by
seasonal vacations or any other seasonal factors.

Competition & Positioning

Competitors
A) Direct Competitors (Ready to cook frozen food manufacturers)
i. National level: KNNs, Sabraso, Menu, Sufi, etc
ii. Local level: Green Way Frozen Food, Peshawar Frozen Food, Nausheen Kitchen
Frozen Food and o
B) Indirect Competitors:
Bakeries and fast food restaurants.

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Strengths and Weaknesses
Strengths
Uniqueness
The main strength of D-ZAIKA is its unique products i.e. Chicken cheese pie and Chicken
cheese cutlets which are mostly liked by the customers. High quality cheese slices are used in
cheese pie and high quality mix of mozzarella and cheddar cheese is used in cheese cutlets which
give these a unique, delicious and unforgettable taste. Beef shami and chicken vegetable rolls are
also the top selling products due to higher quantity of beef and filling.
Competitive prices
The products are offered at competitive prices.
Weaknesses
The main weakness of D-ZAIKA is the lack of financial resources which are needed to get
necessary equipment, infrastructure and meeting up the marketing expenses.
Opportunities
There is a great opportunity for growth in ready to cook frozen food industry. As discussed
earlier, increase in urbanization and more working women, the need for ready to cook frozen
food has also been increased. In Pakistan and especially in Peshawar the market for ready to
cook frozen food is still unsaturated and presents a lucrative market growth opportunity. D-
ZAIKA needs to tap this opportunity by increasing its production level and marketing.
Threats
Increasing number of competitors
The attractive sales growth and inclination of the society towards ready to cook food is resulting
in an increased number of competitors in the market.
Inflation
The rise in the inflation rate in Pakistan is a major threat for small businesses like D-ZAIKA. It
hinders the growth and expansion of a startup like D-ZAIKA. The hiking prices of raw materials
and utility bills have made it difficult to sustain a startup with low level of production and sales.
According to Trading Economics (Sep, 2022) inflation has risen from 9.19 in Oct, 2021 to 27.26
in Aug, 2022 which has greatly affected the cost of production.

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Positioning
Positioning is done through communicating the unique features of the products to prospect
customers like;

The products are homemade and hygienic and made under strict compliance to health safety
procedures .No artificial flavors, colors and preservatives are used.

Most importantly, a best quality product choice for working moms to prepare fully nutritious
lunch for their kids while making their lives easy and relaxed.

All these products are made available at very reasonable competitive prices.

Positioning of products is done through social media and friends and family network. The photos
and videos of products are regularly posted on facebook and instagram business pages. The
reviews of satisfied and delighted customers are also posted on these pages.
The brochures are distributed among the prospect customers. It is communicated to them that the
product is home-made, hygienic, Halal Food Authority verified and easy to use. The unique
features of the products are communicated through photos and videos.

Target Market & Customer Segments

Customer Research
The research on the target market showed profitable picture. An online survey was conducted to
analyze the customer needs and market trends about home-made/ready to cook frozen food.
Based on the customer preferences and production feasibility, I have finalized four food items
from the list of ten potential products. The finalized food items are chicken cheese pie, chicken
cheese cutlets, chicken vegetable rolls and beef shami kabab.
According to the survey, 33% of house wives were interested in frozen food for their kids’ lunch
whereas 42% showed interest for the purpose of tea arrangements for guests, 25% of housewives
showed interest in both. Moreover, my most potential segment of the business is working
mothers who want to have read to cook food for their kids’ lunch purpose and other meal
timings. For this, the research found that 48% of working mothers are interested in ready to

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cook/frozen food for their kids lunch whereas 22% of them showed interest for its use for guest
tea and personal use and 30% of working mothers showed interest in both.

Keeping in view the research findings, I also discussed the need of my products with my
colleagues and friends. They all showed great excitement and gave me useful suggestions. The
research results and the encouragement of my family and friends motivated me to develop
products and offer them to taste and give me a feedback so that I start my activities
commercially. For this purpose, I planned and prepared stuff of all kinds and served as a party
meal to my friends and family members. Some of them praised it much but they also told me
about the weaknesses of my products. As a natural phenomenon, I became worried but I then
took it positively and improved my products. I am thankful to the honest suggestions of my
friends and family members.

Customer Profile/characteristics
My business is serving three main segments of the market i.e., families/housewives, working mothers,
and small and medium size organizations. The profile of each segment is given below;

1. Family/housewives
• Families belonging to the middle class of the society
• Working mothers who are more concerned about home flavors, hygiene, and nutritious food
for their kids.
• Families within in the geographical location of Peshawar
2. Working mothers
• Working mothers who are engaged more than 8 to 12 hours at workplace.
• Working mothers who are more concerned about home flavors, hygiene, and nutritious food
for their kids.
• Families within in the geographical location of Peshawar
3. Small and medium size organizations
• Organizations which are more quality and price sensitive
• At times, organizations which demands in-time and urgent deliveries for their different
occasions.

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Channel of Distribution Partners and Methods

Wholesale and/or Retail Methods

The business being in initial stage has not enough equipment for producing large amounts of
products to sell through whole sellers however it do sells through a retailor. Mostly the orders are
home delivered within an hour or less. In future, when business grows, it is planned to sell
through hyper marts, shopping malls and stores with the D-ZAIKA display freezers and through
business own outlets.

Promotion & Selling

Branding
Our brand name is D-ZAIKA and our slogan is “Homemade kitchen food" and that we provide
nutritious and healthy food which is safe and clean. Because "we care".
To be the first priority when thinking about healthy and delicious food at affordable prices.

Paid Advertising
I advertise my products via social media (facebook, and instagram), brochures, sale promotion in
terms of sales discounts, free gift packs. I am working on web ads, social media

Logo and Company Identity

Our logo D-ZAIKA and our slogan is "home-made kitchen food because we care"

Packaging & Labeling

We pack it in reusable high quality plastic boxes which can be easily stored in freezer without
de-shaping of the product.
The package holds the sticker of label with each and every needed information like ingredients,
prices, Food authority license details, Expiry date, contact information etc

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Sampling & Demonstrations
I have made sample boxes containing each type of my four products and distributed among my
family and friends. I use to serve these to guests also.

Method of Selling
Shopping malls
Grocery stores
Bakeries
My husband is mostly making deliveries for me. However, in future if I need more delivery
persons I have some contacts who can do the said job for me.
I may pay them on daily basis e.g. working from 9am to 5 pm. However, some incentives in
monetary form or off day form may also be paid for showing good performance.

Digital Marketing
I try to upload every good review of my customers and also post best wishes on every national or
cultural event occasion.

Pricing
My prices are lower than those of competitors. For example, in case of shami kabab my
competitors are selling at Rs.420 and 480 for 6 pieces in disposable boxes, whereas, I am selling
at Rs.360 for 6 pieces and that too in a re-usable plastic box. In future, I would like to follow the
regular pricing strategy but may add some gift at special occasions like Eid etc.
Our products are more delicious and have more quantity of filling and cheese which gives a
yummy experience to consumers.
While serving to guests, as these are sufficient in size, they give a beautiful look to the plate.
Giving it to kids for lunch, feel relaxed because you have chosen a healthy, nutritious, plentiful
and wholesome food for your kids.
It is packed in durable boxes that help you store the food fearlessly.
I may offer a 10% discount in case of a huge order like if someone buys 100 boxes a month.
Price of 1 box of 6 Shami Kabab= PKR.360/-
Indirect cost= PKR.9000 /-

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Gross profit= Price - Direct cost= 360-225=135/-
Number of boxes to be sold to cover my indirect cost=9000/135=66.6 or 67boxes
Number of my working days in a month= 26 days
Number of boxes to be sold per day=67/26=2.57 or 3boxes a day.

Customer Relationships: Building & Sustaining

After-Sale Service & Warranties

Some of the customers don't know how to get fried the frozen food items and they usually call
back me to guide them. I have always been there to help and guide them.
Since I have started my business, I never faced any complaint about my product except for a
female who complained about the size of one piece. However, we apologized and replaced that
whole box.

Methods for Customer Relationship Management

I keep in touch with my customers by greeting them on special occasions and sending them a gift
box of frozen food. At their every purchase I take a feedback about the products and try to make
satisfactory improvements in the products.
I speak very gently and respectfully to them. When a customer is no longer placing an order, I
text them or send a voice message to ask about their health. It gives them a feeling of care.
Plan for Growth
I plan to grow my business by adding new products to the product lines, develop new markets for
my products. I would also try to increase my market share in the present market.

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Operating Plan
Regulatory approvals, permits, licenses
1. License from Khyber Pakhtunkhwa Food Safety and Halal Food Authority.
2. Income tax
3. Sales tax
License from Khyber Pakhtunkhwa Food Safety and Halal Food Authority
License from Khyber Pakhtunkhwa Food Safety and Halal Food Authorit
1. Installation of heavy machinery and equipment may be impossible at home( in case my
business grows).
2. Increased visits of employees and other officials for audit may disturb the neighborhood( in
case my business grows).
3. Prohibition of opening an industrial unit in residential area.

Location
I make the products at my home. Because I have a large kitchen of about 200 square feet, I can
use it without disturbing my family. Moreover, it’s convenient for me. I can also use my freezer
and refrigerator as well.

Production Methods or Service Delivery Plan

Our business is basically product based but we give delivery service also.
We purchase Cheese, chicken, beef, spices and vegetables for filling and get the flour flaps for
making rolls. We make the packing layer of cheese pie at home.

Supply Chain
Following are the supply Chains for all the four products i.e. Chicken Cheese Pie, Chicken
Vegetable Rolls, Chicken Cheese Cutlets and Beef Shami Kabab.

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 Supply Chain of D-ZAIKA Frozen Food

Chicken

Eggs

Vegetables

Cheese

Milk
Making Freezing Packaging Customer
Roll Patti

Beef

Chickpea

Spices

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Risk Management
1. Product liability insurance for our product might cause any harm to customer's health.
2. Employees compensation insurance to get protection in case an employee may get injured
during cutting vegetables and meat, or by getting burnt while frying the food material.

Labor Force
1- Dish washing and cleansing.
2- Preparing the required materials for the products according to the set standard of taste and
quality.
3- Making the products.
Through my friend's referrals and through some of my helpers who have already worked for me
in past.
I have already trained one of my female employee. If I need more employees in future, I can trust
my present employee to train her also.
According to market trend and labor laws.

Equipment and Facilities

1. Chopper and blender
2. Cooking ware
3. Deep freezer
4. Electric Egg beater
1. Chopper and blender = PKR:20000
2. Cooking ware=PKR:10000
3. Deep freezer=PKR:430000
4. Electric Egg beater=PKR:5000

Transportation & Delivery

Presently we purchase the raw materials by ourselves however suppliers also offer home
delivery, which we can opt later on when our scale of business grows.
Being a small scale business, my husband himself delivers the product especially free delivery
within Hayatabad.

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Management
Company Leadership
In future when my business grows and more employees are added to my business , I would
delegate the supervisory role to my employees. Later on, if I'm satisfied from their performance,
and my business grows more, I would try to keep my employees satisfied and motivated. I
believe in delegating authority with responsibility.
In future when my business grows, I plan to sell my products through my own display freezers
that will be distributed at different hyper marts and shopping malls with d-zaika branding.outlets.
I would need a human resource manager who looks after my employees performance. I would
also need a finance manager for all financial concerns. A legal adviser would also be helpful for
managing different legal matters. And a marketing manager for managing social media, website
and other marketing activities.
Obviously I would have to take risk but not so much. My husband is having 16 years of
experience of accounts and finance. Since he was jobless, so he is playing the role of finance
manager for my business. In future , if I need more human resource, both of us will try to hire
honest and hard working team. For this purpose I would talk to my experienced and professional
entrepreneur friends to suggest reliable persons.
Their compensation depends upon their skills and experience. However, I would also look for
the market rate of compensation so that they are motivated and happy working with me.
I have already assigned the role of book keeping and order deliveries to my husband. Both of us
being the owners of business, compromise on our personal time but we don't compromise on our
family time.

Advisory Board
1. Dr. Rabia Naseer (My friend)
She is a struggling entrepreneur with an extensive experience of business and has won twice the
business plan competition.
2. Mr. Jawad Durrani(My husband)
He has more than 16 years of experience in financial management and is very good in

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accounting.
3. Advocate Farhan Tariq( My brother in law)
A well known advocate with more than 8 years of experience. He could be a good legal advisor
4. Miss. Zara( My AWE team member)
She is a well talented corporate lawyer. I can take any kind of business/legal advise from her.
5. Miss Nayab ( Our AWE trainer)
She is also a well experienced business woman with her own running business of shoes. She can
be helpful in all corners of business.
1. Dr. Rabia Naseer(My friend)
Business planning
2. Mr. Jawad Durrani(My husband)
Financial adviser
3. Advocate Farhan Tariq( My brother in law)
Legal advisor
4. Miss. Zara( My AWE team member)
Legal advisor
5. Miss Nayab ( Our AWE trainer)
Business planning and management

Professional Advisors
I plan to consult a corporate lawyer, who is also my colleague and well known to me. In addition
to this, I would get the services of an accountant.

Compensation

Ownership Structure
I will register my business as partnership i.e. me and my husband will be business partners.

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Finance
Personal Financial Status
When I have to get my salary, I make a list of all necessary expenses like My children school
fee, Transport fee, utility bills, my house maid's salary, fuel expense of my car, installments to
pay etc. The amount left with me is to be spent on grocery and other unexpected expenses like a
wedding party, hospital charges etc.
This helps me in portraying a picture of my financial position in the upcoming month.

Financial Management & Control

Presently, my husband keeps all the financial record of my business because he has about 16
years professional experience of book keeping and finance. He is also well experienced in
Quick-book software. We have maintained our cash book, invoice record. However, after getting
this training I have started thinking more seriously about maintaining cash flow statements,
balance sheet, income statement and cash flow projections.
I am and would take advantage of my husbands experience in book-keeping and financial
management. We shall be using the Quick-Book software for keeping all financial records.
I have kept different kinds of records like monthly record of expenses( raw material, packaging,
labeling, marketing and delivery expenses) and sales revenue generated from each product on
monthly basis.

Sources of Funding
At the start of my business, I used my own savings of about PKR:30000. I used to re-invest my
business profit in it. Till now I am doing the same as it costs high to buy equipment for
expansion. I will try to preferably get grants from business development organizations like
Dream Builder, SMEDA or others. This may safeguard me from repaying it in case I don't make
a profit.
At present I would try to get about PKR:600000 to meet up my start-up costs. As my business
grows in future , I hope to earn profit and reinvest savings from my net income. If my business is

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profitable enough, I would be able to apply for more investments from business development
organizations.

Start up Costs
Motor bike for delivery= PKR:200000aprox

Projections
For 150 Beef Shami Kabab:
Beef= Rs.3750
Chickpeas= Rs.500
Spices etc. =Rs.750
Labor=Rs.1000

TOTAL= Rs.6000
Indirect Costs(in PKR):
My Salary=3000/-
Utility bills=2000/-
Marketing expenses=2000/-
Delivery Charges= 1000/-
Rent=1000/-
TOTAL= 9000/-

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Action Plan
Goals & Timeline
01. Promote the business by distributing brochures in Peshawar
02. Increase the sales volume by selling through shops.
03. Take and display more and more good reviews of customers on social media.
04. Make attractive pictures and videos of my products and post on social media pages like face
book and instagram.
1.Employ a new helper for making the products and training her.
2.Make a detailed list of jobs to be performed and assign roles and responsibilities to each team
member.
1. To make the delivery possible within one hour
2. To keep enough stock of every product to ensure timely delivery.
3.To make a daily schedule for preparation of each product.
1.To ensure saving of at least 20% of monthly sales in order to get necessary equipment for
product manufacturing.
2. To make sure arrangement of finances to get a separate deep freezer for business products.

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Marketing:
A minimum 20% growth in sales volume by expanding market and product development.
Management:
Hire and train two employees so that I get more time for management.
Operational:
To ensure in time delivery i.e. within one hour of getting order.
Finance:
To get a grant or fund for meeting the financial need for deep freezer and manufacturing
equipment.

Support and Resources

The major source of support and guidance is my AWE group and especially the trainers who are
always there to guide in a very friendly manner. Most often they are sharing the sources of funds
for which I can apply. For legal guidance I can take help from one of my team member of AWE.

Measurement of Success
I have decided to improve my sales by :
1.Giving more time to business
2. Conducting a research survey of my one time customers to know their satisfaction level and
reasons for not ordering again

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Appendix and Supporting Documents
References

https://www.fortunebusinessinsights.com/frozen-food-market-104138

https://www.mordorintelligence.com/industry-reports/pakistan-frozen-food-
market#:~:text=The%20Pakistani%20frozen%20food%20market%20is%20recording%20a%20
CAGR%20of,period%20(2022%2D2027).

https://www.dawn.com/news/1383111

https://tradingeconomics.com/pakistan/inflation-cpi

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