Letter of Transmittal
14 February, 2007Mr. Darius Cheung (CEO) tenCube Pte. Ltd
Blk S15 #01-08B, 3 Science Drive 2 Singapore 117543
Dear Mr. Darius Cheung,
The following proposal outlines the purpose and objectives of the Xcent Consulting Team for the strategy analysis and development for tenCube Pte. Ltd. We have included a proposed schedule and budget. The proposal is subject to your approval, and may be amended if necessary.
Upon your approval, please sign the attached letter of acceptance (Appendix B) and return it by February 27, 2007 to:
Dr Kim H.W., SOC1, #05-10 [Xcent Consulting] Information Systems Department
School of Computing
National University of Singapore 3 Science Drive 2
Singapore 117543
If you have any questions concerning the proposal, please contact the team through (+65) 97500523 (Soe Hla Win), or (+65) 97914034 (Deepa Ramanathan).
We look forward to working with you and the other members of your company on this project.
Sincerely,
………. ………..
Zhu Yuan, June
Proposal for New
Business Model
Development
A Consultancy Project for Indian Cuisine @ The Deck.
Innova Consulting Pte Ltd
Creating a better world.
Executive Summary
Innova Consulting Pte Ltd
Creating a better world.
Table of Contents
EXECUTIVE SUMMARY...1 TABLE OF CONTENTS...2 1. BACKGROUND...3 2. PURPOSE...4 3. PLAN OF ACTION...6PHASE 1: PRIMARYAND SECONDARY MARKET RESEARCH...6
PHASE 2: MARKETING STRATEGY DEVELOPMENT...7
PHASE 3: ANALYSISAND DEVELOPMENTOF PROPOSED IDEAS...7
STRATEGIC PLANNING PROCESS...7
MARKETING MIX MODEL (4PS)...8
PHASE 4: FINAL REPORTAND PRESENTATION...8
4. BENEFITS...9 5. KEY DELIVERABLES...10 6. SCHEDULE...11 7. BUDGET...13 8. RESPONSIBILITIES...14 8.1 THE PROSPECT’S RESPONSIBILITIES...14 8.2 THE CONSULTANTS’ RESPONSIBILITIES...14 9. QUALIFICATIONS...15
Innova Consulting Pte Ltd
Creating a better world.
1. Background
Indian Cuisine @ The Deck is an Indian Cuisine stall in NUS arts canteen, aka The Deck. The business was started in Year 2003 in The Deck to provide authentic Indian food for NUS students and staff. The owner and chef of the stall is Mr Bala, who has a total of 14 years of experience in hotel/food industry and 4 years of specialization in Indian Cuisine. Mr Bala takes charge and ownership of 2 canteen stalls in 2 different institutions.
Indian Cuisine @ The Deck aims to provide for its customers the most popular range of Indian food in Singapore, which includes prata, murtabak, and other familiar Indian dishes to the locals. The products are priced affordably to the students, and their quality is satisfying to the customers. The stall itself is also well situated in the busiest canteen of NUS. Being the only Indian food stall in the Deck, Indian Cuisine @ The Deck receives no competition from the same genre within the vicinity.
The operating style of Indian Cuisine @ The Deck is plain traditional. It is staffed by Mr Bala himself and 2 other family members as helpers. Generally, the daily operations include only cooking, cashiering, serving and food preparation. Mr Bala assumes responsibility of the more technically involved cooking such as prata and murtabak making, and his helpers would serve the rest such as the orders for noodle and rice. Food preparation would be handled by every staff as it is not concurrent with the rest of the tasks. Besides the daily routines, Mr Bala takes full responsibility of the management of supply chain, logistic and accounting.
Innova Consulting Pte Ltd
Creating a better world.
2. Purpose
Indian Cuisine @ The Deck is aspired to expand its operation and generate more revenue. It has seen the emergence of a supper crowd, and the growth of a health-conscious segment amongst the student and staff population. It has also observed that amongst the range of offered product, prata and murtabak have far greater demand and potential for revenue making than the rest. To capitalize in these new opportunities, Indian Cuisine @ The Deck need to device new strategies to fulfill its unrealized potential and to attract these new customer groups to suffice the goal of expansion.
However, Indian Cuisine @ The Deck currently lacks knowledge, the resources and the organizational structure to support any plan that exploits the above opportunities. As such, the business requested for a consultation service to help Indian Cuisine @ The Deck creates a platform to take advantage of its underutilized strength, expand his business and attract new customers. This would include the creation of a new business model, the invention of new values for the customers and a marked improvement in organizational efficiency.
The scope of the requested consultation service can be summarized by the following:
1.
Identify the targeted customers, analyze their needs and design the strategies which generate values that match their expectations.2.
Develop a new system of operation in order to achieve greater economical values and gain higher level of customer satisfaction.At the end of the consultation project, Indian Cuisine @ The Deck would be able to embark on its expansion campaign.
Innova Consulting Pte Ltd
Creating a better world.
Innova Consulting Pte Ltd
Creating a better world.
3. Plan of Action
Phase 1: Primary and Secondary Market Research
Primary and Secondary Market Research
Marketing Strategy Development
Analysis and Development of Proposed Ideas
Final Report and Presentation
Phase 1
Phase 2
Phase 3
Innova Consulting Pte Ltd
Creating a better world.
Phase 2: Marketing Strategy Development
Phase 3: Analysis and Development of Proposed Ideas
Strategic Planning Process
7
Market Survey
Provides accurate information on the requirements of
target group
Allow the creation of a well thought out marketing
mix
Achieves maximum satisfaction for customers
Budgeting Consolidation And approval
Innova Consulting Pte Ltd
Creating a better world.
Marketing Mix Model (4Ps)
Phase 4: Final Report and Presentation
Market Mix Promotion Product Place Price
Innova Consulting Pte Ltd
Creating a better world.
4. Benefits
At the end of the consultation project, Indian Cuisine @ The Deck could materialize the
following benefits:
1. Ability to take full advantage of its current strength – This includes the
building of strategy and operation mode around profitable products, i.e. prata and
murtabak. The benefit is in 2-folds: first, the maximization of profit from
profitable products; second, the minimization of cost from less gainful products.
2. Marked expansion of customer base – With the attraction of new customers and
the more frequent spending from the existing customers, Indian Cuisine @ The
Deck develops a larger market share in its current market environment.
3. Rationalized business system – Business processes would be streamlined and
run in a systematic manner to optimize efficiency and cost-effectiveness. In this
mode, Indian Cuisine @ The Deck could cultivate a unique competitive
advantage in the current and future competing environment.
4. Clear outlook, position and strategy – Indian Cuisine @ The Deck could gain a
comprehensible view of the environment, its own position and the business
strategy it employs.
5. Platform for future expansion – Given the new abilities and a sound business
system, further expansion strategy could be readily adopted in the near future.
Innova Consulting Pte Ltd
Creating a better world.
5. Key Deliverables
At the end of the consultation project, Indian Cuisine @ The Deck will receive the key
deliverables as the following:
1. Final Report – This report consists of the following list of key components:
a. Market Analysis Report – this report will illustrate the findings in the market
research and analysis phase.
b. Business Design Report – this report will summarize the objectives, the research
findings of business model and the final design of the business system for India
Cuisine @ The Deck.
c. Product Design Report – this report will elaborate the final design of the new
product based on the research and the focus of Indian Cuisine @ The Deck.
2. Formal Presentation – the final presentation will focus on the recommendation of
Innova Consulting, the research outcome that leads to it and the evidence that
supports it.
Innova Consulting Pte Ltd
Creating a better world.
6. Schedule
The following Gantt Chart illustrate the proposed project schedule:
Innova Consulting Pte Ltd
Innova Consulting Pte Ltd
Creating a better world.
7. Budget
Expenses Unit(s) Estimated Amount (SGD$)
General Expenses
Mileage: (15 cents) per Kilometer Reproduction: (5 cents) per page Computer CDs: (50 cents) per disk Contingency: 10% of total
7 trips, 13 km per direction, 6 persons 100 pages 10 disks 163.80 5.00 5.00 17.38 Survey Expenses
Reproduction: (5 cents) per page
Business Reply Envelopes: (10 cents) per envelope Postage Business Reply: (30 cents) per return No.9 or No. 10 Envelopes: (30 cents) per envelope Postage Metered or Stamped: (30 cents) per envelope Telephone: (20 cents) per call
200 pages 50 Envelopes 50 return 50 envelopes 50 envelopes 50 calls 10.00 5.00 15.00 15.00 15.00 10.00
Final Report Expenses
Linen quality paper: (10 cents) per page Report Covers: (40 cents) per report Binding of Report: (5 dollars) per report Reproduction: (5 cents) per page
4 units * 60 pages 4 units 4 units 4 units * 60 pages 24.00 1.60 20.00 12.00
TOTAL ESTIMATED AMOUNT 318.78
