**Expanded Business Plan for "Taste of Unity" Family Restaurant Chain**

**Boaz Trading PLC | Addis Ababa, Ethiopia**

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### **1. Executive Summary**

**Project Name**: Taste of Unity Family Restaurant Chain

**Location**: Prime locations in Addis Ababa (Bole, Kazanchis, CMC)

**Total Investment**: 28,000,000 ETB ($500,000 USD)

**ROI**: 26.4% | **Break-Even**: 24–30 Months

**Unique Selling Proposition (USP)**:

- **Cultural Fusion**: Blends Ethiopian heritage (e.g., *doro wat*, *injera*) with global flavors (burgers, pasta).

- **Affordable Luxury**: Mid-range pricing (200–500 ETB) for families, expats, and tourists.

- **Experiential Dining**: Traditional décor with live *azmari* music and interactive cooking stations.

**Financial Highlights**:

- **Year 1 Revenue**: 14M ETB (70% dine-in, 20% delivery, 10% catering).

- **Year 3 Target**: 45M ETB (3 locations, 15% net margin).

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### **2. Mission & Vision**

**Mission**: To create a gathering place where Ethiopian traditions meet global tastes, fostering community through affordable, high-quality meals.

**Vision**: Expand to 10 locations by 2030, becoming Ethiopia’s most beloved family dining brand.

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### **3. Company Description**

**Parent Company**: Boaz Trading PLC (12-year track record in agriculture and logistics).

**Structure**: Subsidiary focused on F&B.

**Key Offerings**:

- **Menu**:

- **Local**: *Injera* platters, *tibs*, vegan *shiro*.

- **Global**: "Injera Tacos," Ethiopian-spiced burgers, *berbere* pasta.

- **Kids’ Menu**: Mini *kitfo* sliders, honey-glazed *injera* rolls.

- **Services**:

- Catering for weddings/events.

- Monthly meal subscriptions for families (10% discount).

**Cultural Ambiance**:

- **Design**: Traditional Ethiopian art, communal seating, open kitchens.

- **Events**: Weekly cultural nights with traditional dance and music.

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### **4. Market Analysis**

**Market Size**:

- **Addis Ababa Population**: 5M+ (65% under 30).

- **Dining-Out Growth**: 25% CAGR driven by urbanization and rising incomes.

**Consumer Trends**:

- **Demand**: 60% of families dine out 2–3 times/month (EthioStats, 2023).

- **Gap**: Only 15% of restaurants offer hybrid menus (local + international).

**Competitive Landscape**:

| **Competitor** | **Strengths** | **Weaknesses** |

|-----------------------|------------------------------|------------------------------|

| Traditional Eateries | Low cost, cultural trust | Outdated ambiance, limited menu |

| International Chains | Brand recognition | High prices, lack of local appeal |

**SWOT Analysis**:

- **Strengths**: Cultural authenticity, Boaz’s supply chain network.

- **Weaknesses**: High initial Capex, dependency on tourism.

- **Opportunities**: Suburban expansion, corporate catering.

- **Threats**: ETB depreciation, political instability.

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### **5. Target Market**

**Primary**:

- **Urban Families**: Middle-class households (15,000–40,000 ETB/month income).

- **Persona**: "Working Mom Alem" seeks quick, healthy meals for kids.

**Secondary**:

- **Expatriates**: 50,000+ in Addis Ababa craving familiar flavors.

- **Tourists**: 1.2M annual visitors seeking cultural experiences.

**Segmentation**:

- **Geographic**: Addis Ababa’s commercial hubs (Bole, Kazanchis).

- **Psychographic**: Families valuing quality time and cultural education.

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### **6. Product/Service Line**

**Menu Innovation**:

- **Fusion Dishes**: Coffee-rubbed steak, *teff* pancakes with maple syrup.

- **Seasonal Specials**: *Meskel* festival platter, vegan *genfo*.

**Sourcing**:

- 85% local ingredients (Awash Dairy, Bahir Dar Farms).

- Imported specialties (cheese, spices) via Boaz’s logistics network.

**Technology**:

- **App Integration**: Pre-orders, loyalty points, and dietary customization.

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### **7. Pricing Strategy**

**Tiered Pricing**:

- **Budget**: 200 ETB (*shiro* + *injera*).

- **Family Combos**: 1,000 ETB (2 adults + 2 kids).

- **Premium**: 500 ETB (expat/tourist-focused dishes).

**Competitive Benchmarking**:

- 20% cheaper than international chains, 15% pricier than traditional eateries.

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### **8. Marketing & Sales Strategy**

**Digital Campaigns**:

- **Social Media**: TikTok challenges (#InjeraTacos), Instagram Reels with influencers.

- **Targeted Ads**: Google Ads for expat/tourist keywords ("best family restaurant Addis").

**Community Engagement**:

- **School Partnerships**: Nutrition workshops + meal vouchers.

- **Cultural Festivals**: Sponsor Timket and Enkutatash celebrations.

**Delivery Partnerships**:

- **Deliver Addis**: Co-branded "Family Feast" boxes.

- **In-House Riders**: 30-minute delivery guarantee within 5km.

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### **9. Financial Projections**

**Year 1**:

- **Revenue**: 14M ETB (1,200 customers/week at 350 ETB avg. ticket).

- **COGS**: 7M ETB (50% margin).

- **Operating Costs**: 3.5M ETB (rent, staff, marketing).

- **Net Profit**: 3.5M ETB (25% margin).

**Year 3**:

- **Revenue**: 45M ETB (3 locations, catering contracts).

- **Net Profit**: 6.75M ETB (15% margin).

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### **10. Funding Request**

**Equity (70%)**: 19.6M ETB for:

- **Location Setup**: 10M ETB (rent, renovation).

- **Kitchen Equipment**: 5M ETB.

- **Marketing**: 3M ETB.

**Debt (30%)**: 8.4M ETB loan at 12% interest (Ethiopian Development Bank).

**Investor Perks**:

- 8% annual dividend.

- Board representation for investments >5M ETB.

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### **11. Risk Mitigation**

**Currency Risk**:

- Hedge 50% of USD imports via forward contracts.

**Supply Chain**:

- Dual sourcing for critical items (e.g., coffee from Sidama + Yirgacheffe).

**Demand Fluctuations**:

- Dynamic pricing (15% off weekdays).

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### **12. Sustainability**

**Initiatives**:

- **Zero Waste**: 90% compost rate via partnership with GreenPath Ethiopia.

- **Energy**: Solar panels cover 30% of energy needs.

**Metrics**:

- Reduce carbon footprint by 40% by 2025.

- Train 50 youth in hospitality annually.

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### **13. Implementation Timeline**

| **Milestone** | **Timeline** | **Owner** |

|------------------------------|----------------|-------------------|

| Site Acquisition & Permits | Months 1–2 | Legal Team |

| Staff Hiring & Training | Month 3 | HR Manager |

| Menu Testing & Marketing | Month 4 | Marketing Team |

| Grand Opening (Bole) | Month 6 | Operations |

| Break-Even | Month 24 | CFO |

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### **14. Exit Strategy**

**Acquisition Targets**:

- **Yum! Brands**: Leverage Pizza Hut’s African expansion.

- **Jumia Food**: Strategic buyout for delivery network.

**Franchise Model**:

- **Fee**: 3M ETB/license + 7% royalties.

- **Support**: Central kitchen, staff training.

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### **15. Appendix**

- **Supplier MOUs**: Awash Dairy, Bahir Dar Farms.

- **Menu Samples**: High-res images and nutrition facts.

- **Financial Model**: 5-year DCF analysis (20% IRR).

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**Investor Appeal**:

- **High Growth**: Ethiopia’s F&B sector projected to double by 2030.

- **Cultural Edge**: Unique blend of tradition and modernity.

- **Scalability**: Franchise-ready model for pan-African expansion.

*"Taste of Unity: Where Flavors Bridge Generations."* 🌍🍴