i.

Introduction (the company, the product, and the company’s resource base)
Company
Hungrygowhere F&B search engine
Product
Food reviews
Resource base
Tangible – Website-adminstrator computers, search engine servers office
furniture Intangible- Brand name,
Organizational capability – working experience, knowledge of structure of
company,business planning, market communications and investor
relations, sales experience

ii. Market Analysis

Potential Entrants: High potential for entry of competitors, no patent for
the idea
Other stakeholders: Little power of union. Government might have strong
censorship criteria for website
Suppliers: Suppliers are essentially food reviewers. Unable to control the
response of reviewers. Possibly try to entice them to review by providing
some incentives eg. Monetary, gifts, lucky draws
Buyers: Initially market advertising is the main form of revenue, now they
do food delivery, F&B Marketing advisory
Industry Competitors: no direct competitor, most closely related
competitor is food blogs

iii. Development and Production Plan

Production process
Development eg. stages
Product/Service Delivery (how we are going to deliver these services)
Difficulties and risks & Strategies to avoid them
Deployment of competencies

Resource requirements
Financial, human, techno eg. Estimated $50000 initial investment needed,
sales, marketing, IT personnel needed, computer servers required, office
space
In house strengths wrt to these resources eg. We alr have well training
marketing personnel, sufficient capital for 20% startup cost

Quality Assurance
 Firms perspective on quality
Quality dimensions (product, process, user)
How to define and measure eg. personally go down and test the food,
usage of a editor’s rating function

iv. Marketing Plan

v. Financial Plan
vi. Organisation and Management
vii. Ownership
viii. Critical Risks and Contingencies
ix. Conclusion
x. Appendices (where appropriate)