Fresin Fries

Fresin Fries is a locally owned fast food outlet that will be positioned as an international franchise through our creative approach to the company's image and detail presentation.
Fresin Fries will provide a combination of excellent food at value pricing, with fun packaging and atmosphere.
Fresin Fries is the answer to an increasing demand for snack-type fast food, to be consumed while window shopping and walking around inside a shopping mall.
The financing, in addition to the capital contributions from shareholders, will allow Fresin Fries to successfully open and expand through year two. The initial capital investment will allow Fresin .
Our main priority is to establish one outlet in a crowded mall, preferably in one of prominent shopping malls in Singapore.
Executive summary

The main goal is to be one of the most successful fast food outlets in Singapore, starting with one retail outlet located inside a major shopping mall as a "market tester.“
Fresin Fries will strive to be a premier local fast food brand in the local marketplace.
The main focus will be serving high-quality food at a great value.
Mission Statement

To establish a presence as a successful local fast food outlets and gain a market share in Singapore's fast food industry.
To expand into a number of outlets by year three, and sell the franchise to neighboring metropolitan cities, such as Jakarta, Kuala Lumpur, Bangkok and Manila.
To make Fresin Fries a destination spot for mall-goers.
Objectives

Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition.
Control costs at all times, in all areas and implement a conservative approach to growth policy. Although, we provide more than enough fund to open more than one outlet, we want to be on the safe side of the business.
Sell the products that are of the highest quality, as well as keeping the customers happy with all of our product categories from food to store merchandising.
Provide 100% satisfaction to our customers and maintaining the level of excellent services among other competitors.
Encourage the two most important values in fast food business: brand and image, as these two ingredients are a couple of main drivers in marketing communications.
Get access to high-traffic shopping malls near the target market.
Promote good values of company culture and business philosophy.
Key to success

The space selection will be chosen based upon the following criteria:
Community size: minimum of 800,000 people within a radius of 8 kilometers.
Tourist destination.
Easy access.
Large percentage of teenagers in the community.
Company location

To want to focus only on selling fries.
In promoting the Fresin Fries lifestyle, we will offer various merchandise with our logo and colors, from hats to t-shirts to potato cutters to our signature sauces, so that our customers can enjoy Fresin Fries at home.
Alcoholic drinks will not be sold in our outlet, as Fresin Fries promotes a healthy and positive Singaporean lifestyle.
Product

Market segmentation

Core group:
Wants variety and flavor in its food, preferably something fried
Looks for speed of service
Wants an entertaining and fun experience
Insists upon a clean, friendly, and attractive environment
Adopts a global lifestyle
Is computer literate
Enjoys eating out
Has an active lifestyle
Comes from various ethnic backgrounds
Needs of market

Fresin Fries has several advantages over its leading competitors:
Unique "fusion" concept of dipping sauce.
We expect a high degree of enthusiasm and offer a fun store with friendly staff, that reflects the company's youthful and energetic culture.
Supporting merchandise items that support the company's brand building.
Our fried potato is made 100% fresh, compared to most fast food outlets that use frozen fries.
Our dipping sauce is also made fresh without preservatives.
Our innovative packaging will be more entertaining than our competitors; a single cone with a cup reserved for dipping sauce.
Competition

A much broader appeal exists for weekend slots because those are the days when most of our core target market enjoys the mall going activities.
Age - Youngsters, single, currently enrolled in college and high school.
Family unit - We will also appeal to families (young families) with children.
Gender - We will target both sexes, with a slight skew for males due to their lower attention to dietary concerns.
Income - We will appeal to the medium income individuals and to all in the lower medium income bracket.
Market analysis strategy

Their strategy is based on serving our markets well. We will start our first outlet as a "market tester" that could become a model of the expanding number of outlets in the future.
Concentration will be on maintaining quality and establishing a strong identity in the local market.
Strategy