Company Description
Kundo, Inc., a Massachusetts based company, will operate Abonda, a single unit, medium-
size restaurant serving healthy, contemporary style food. The restaurant will be located at
645 Deacon Street in Cambridge, Massachusetts.
Mission Statement
The company's goal is that of a multi-faceted success. Our first responsibility is to the
financial well-being of the restaurant. We will meet this goal while trying to consider; 1) the
effect of our products on the health and well being of our customers (and our staff), 2) the
impact that our business practices and choices will have on the environment, and 3) the
high quality of attitude, fairness, understanding, and generosity between management,
staff, customers, and vendors. Awareness of all these factors and the responsible actions
that result will give our efforts a sense of purpose and meaning beyond our basic financial
goals.
Development & Status
The company was incorporated in September of 1995 and elected sub-chapter S.
The founders are Jack Morton and Wilma Mason. Jack is the President and Wilma the Vice
President. There is a total of 10,000 shares of common stock issued. Wilma and Jack each
own 3,000 and the remainder are retained by the company for future distribution. In
addition they have loaned the company $25,000 of their own money for research and start-
up costs.
A suitable site for the first restaurant was found last month and lease negotiations are in the
final stages. The location will be on Deacon Street, just outside Harvard Square and close to
a dense population of the target market. When the lease is signed there will be three
months of free rent for construction and in that time the balance of the start-up funds must
be raised. With that phase completed, Abonda Restaurant can then open and the operations
phase of the project can begin.
Future Plans
If the business is meeting its projections by month nine, we will start scouting for a second
location and develop plans for the next unit. Our five year goal is to have 3 restaurants in
the greater Boston area with a combined annual profit of between $500,000 and
$1,000,000.
Government Support:
Introduction in the government mess in the rural areas.
Training for the female SHG members to making the Achar Murabba.
To establish a vocational training institute for equipped Human Resource.
Subsidy for the food based product in rural Areas.
Land for establish new sale center in the rural areas.
Appreciation to produce Aawanla to farmers.
Long-Term Development & Exit Plan
Goals
Abonda is an innovative concept that targets a new, growing market. We assume that the
market will respond, and grow quickly in the next 5 years. Our goals are to create a
reputation of quality, consistancy and security (safety of food) that will make us the leader
of a new style of dining.
Strategies
Our marketing efforts will be concentrated on take-out and delivery, the areas of most
promising growth. As the market changes, new products may be added to maintain sales.
Milestones
After the restaurant opens, we will keep a close eye on sales and profit. If we are on target
at the end of year 1, we will look to expand to a second unit.
Risk Evaluation
With any new venture, there is risk involved. The success of our project hinges on the
strength and acceptance of a fairly new market. After year 1, we expect some copycat
competition in the form of other independent units. Chain competition will be much later.
Exit Plan
Ideally, Abonda will expand to five units in the next 10 years. At that time, we will entertain
the possibility of a buy-out by a larger restaurant concern or actively seek to sell to a new
owner.
Demographic Segmentation
Gender, age, income, housing type, and education level are common demographic variables.
Some brands are targeted only to women, others only to men. Music downloads tend to be
targeted to the young, while hearing aids are targeted to the elderly. Education levels often define
market segments. For instance, private elementary schools might define their target market as
highly educated households containing women of childbearing age. Demographic segmentation
almost always plays some role in a segmentation strategy.
"Market segmentation is the process whereby producers organise their knowledge of customer
groups and select for particular attention, those whose needs and wants they are best able to
supply with their products".
