**Mission and Vision Statement**
### **Mission: Deliver Affordable, Culturally Relevant Chicken Meals**
**Core Principles:**
1. **Affordability for the Masses:**
- Price meals within **3–5% of the average urban Ethiopian’s daily income** (150–250 ETB), ensuring accessibility for students, families, and professionals.
- Leverage **80% locally sourced ingredients** (e.g., Amhara Poultry Farm, Ethiopian spices) to reduce costs and support domestic agriculture.
2. **Cultural Relevance:**
- **Menu Adaptation:** Incorporate beloved Ethiopian flavors like *berbere* (spice blend), *shiro* (chickpea stew), and *injera* (fermented flatbread) into globally inspired formats (e.g., wraps, salads).
- **Halal-Certified:** Adhere to dietary preferences of Ethiopia’s Muslim-majority population.
3. **Community-Centric Operations:**
- Train and employ local youth through partnerships with **Ethiopian TVET institutes**, ensuring fair wages (avg. 4,500 ETB/month for staff).
- Allocate **2% of profits** to fund school meal programs in underserved Addis Ababa neighborhoods.
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### **Vision: Dominate Ethiopia’s Fast-Food Market by 2027; Expand to East Africa**
**Strategic Roadmap:**
1. **Ethiopian Market Dominance (2023–2027):**
- **Market Share Goal:** Capture **15% of Addis Ababa’s QSR sector** by 2025, rising to 30% by 2027.
- **Franchise Expansion:** Launch **10+ locations** across Addis Ababa, Bahir Dar, and Hawassa by 2025, prioritizing high-traffic areas near universities and business hubs.
- **Brand Recognition:** Become synonymous with “quality fast food” through the **“Golf Around the World” campaign**, linking the brand to Ethiopian pride.
2. **East African Expansion (2027–2030):**
- **Target Markets:** Enter Kenya (Nairobi), Tanzania (Dar es Salaam), and Uganda (Kampala) by 2028, leveraging Ethiopia’s cultural influence in the region.
- **Adaptation Strategy:**
- Modify menus to include regional staples (e.g., Kenyan *nyama choma*-style grilled chicken).
- Partner with local suppliers to replicate the **80% local sourcing model**, ensuring cost efficiency.
- **Franchise Partnerships:** Recruit entrepreneurs with deep market knowledge, supported by Boaz’s operational playbooks and training programs.
3. **Long-Term Industry Leadership:**
- **Innovation Hub:** Establish a center in Addis Ababa to develop sustainable packaging and Afro-fusion recipes.
- **Digital Dominance:** Become East Africa’s top-rated QSR app, with **500,000+ users** by 2030.
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### **Alignment with Ethiopian Values**
- **Cultural Pride:** Celebrate Ethiopia’s culinary heritage while modernizing it for fast-food convenience.
- **Economic Inclusion:** Create **500+ jobs** by 2027, prioritizing women and youth in leadership roles.
- **Sustainability Leadership:** Pioneer zero-waste kitchens in East Africa by 2030 through compostable packaging and energy-efficient tech.
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### **Why This Mission & Vision Matter**
- **Fills a Market Gap:** Ethiopia’s fast-food sector is underserved, with limited options balancing affordability, quality, and cultural relevance.
- **Builds National Pride:** Positions Boaz as a homegrown success story challenging global chains like KFC.
- **Scalable Model:** The franchise blueprint is designed for replication across East Africa, where urbanization and youthful demographics mirror Ethiopia’s trends.
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**Prepared for Investor Review | Q4 2023**