Cast your nets to OUR side! FRANCHISE INFO

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1 Cast your nets to OUR side! FRANCHISE INFO

2 1. Executive Summary 1.1 COMPANY & INDUSTRY FANCY FISH? is a business trading in the quick service food industry. The company has developed a unique business model that allows customers to enjoy restaurant quality seafood at take-out prices. We have also developed our model, recipes and procedures so as to significantly reduce the preparation time of the final product and thus ensuring a minimum waiting time for a meal which is made to order to ensure quality and freshness. This is a very popular alternative to dining in larger restaurants. 1.2 PRODUCTS & SERVICES FANCY FISH? provides high quality, quick seafood meals and platters. The menu caters for everyone, serving traditional deep fried fish & chips as well as prawns, calamari, seafood platters and light meals like wraps and salads. The recipes are inspired by the spices and cooking styles of both Portuguese and Mozambican Prawns as well as cajun influences of the Southern states in America. 1.3 MARKET ANALYSIS The domestic market for "fast" food is large and segmented, with fish representing one of the top choices. Many consumers are opting for fish for various reasons including perceived health benefits, pricing and variety. FANCY FISH? is targeting the middle to upper class markets, where high-income earning but time-poor individuals are most greatly concentrated. Shopping centres in high density middle class residential areas will be targeted. We are ideally looking for convenience centres that have a large anchor tenant like Spar, Pick n Pay or Woolworths Foods as well as a number of complimenting fast food outlets STRATEGY & IMPLEMENTATION FANCY FISH? will build brand recognition through its stores being placed strategically throughout large cities in South Africa. Additionally, FANCY FISH? will offer franchise opportunities to help further expand its reach, along with adding an additional revenue stream.

3 1.5 MANAGEMENT The franchise owners have significant experience in: the hospitality industry, retail sector, finances and business management. The owner previously owned a very successful restaurant in Bloemfontein as well as being a fully qualified Charted Accountant and practicing as a financial manager for a group of companies in Bloemfontein. The owners each have over 15 years experience in the retail industry and running of their own businesses. 1.6 FINANCIAL BREAKEVEN The current average spend per customer is R75. Budgeting for 100 customers per day, will ensure that the monthly turnover is always above the estimated breakeven of R Products and Services 2.1 PRODUCT DESCRIPTION The principal product of FANCY FISH? is fast-served, quality, seafood meals and platters. We take pride in the food we offer on our menu and the many options available. We cater for all seafood lovers, from those who prefer the traditional fish & chips to those with a more adventurous taste for our variations on the classical New Orleans Po'boy Sandwich. Our passion without a doubt is our love for prawns! We have combined the best spices to deliver grilled prawns that are absolutely irresistible. At FANCY FISH? we love our prawns and our customers love them too. So much so, that the star of our menu and an absolute favorite is our PRAWNS BY THE BOX. A box of medium sized prawns prepared with either the Original Spice blend or a choice of delicious sauces. A further competitive advantage is our range of seafood platters catering for the individual enjoying variety, to our very popular family platter for the busy mother who doesn t have the time to cook but still wants to give her family a fresh and healthy meal. In future, we wish to expand the menu to include a limited selection of sushi. We believe that this will compliment our current menu as well as adding to the profitability of the stores.

4 2.2 FEATURES & BENEFITS Fast & Affordable Meals All meals are made to order while the customer waits. We strongly believe that the customer would prefer to wait a couple of minutes for their fish, than have fish that has been waiting for them. The flip side to this is that the customer is expecting fast food and demands a quick turnaround. The process and product preparation is the key to ensuring a faster turnaround time. 2.3 COMPETITION The range of direct competitors includes market leaders as well as the old owner operated fish & chippie. Other competition will include all those in the quick service food industry serving pizzas, hamburgers, chicken, sandwich and sushi bars, to 'vendor' foods. There has been a recent upturn in the Fish & Chip outlets as the market seeks perceived healthier take out alternatives to pizzas and hamburgers. 2.4 COMPETITIVE EDGE/BARRIERS TO ENTRY New funky and identifiable brand. The brand utilises a funky orange color instead of the traditional shades of blue and green that other seafood brands always use. Our logo and name is fun and fresh. The name poses the question to customers passing by, Do you fancy some fish? and we have not used a cartoon fish character in our logo. We have rather opted for the outline shape of a fish. Modern decor and interior design. Although the initial set up costs of our store is higher, we have opted to ensure that the feel of the shop is high end. The white granite counter tops, TV menus, mosiac tiles for front counters, curved lines of salad display fridge and logo display and design of the sit down area all contribute to the up market feel. Restaurant quality seafood at take out speed and price.

5 3.0 Market Analysis Summary 3.1 TARGET MARKET For FANCY FISH?, the term "customer" holds two meanings; firstly as a reference to "consumers" who may purchase a meal from a FANCY FISH?, and secondly as "entities" with an interest in owning a FANCY FISH? franchise. The primary target "consumer" group for the first phase of FANCY FISH? fits the profile of a medium to high-income earner, with a healthy and fresh lifestyle orientation. The first phase of the business plan is about growing brand awareness quickly with customers of this profile. Shortly after growing the brand awareness, as part of the FANCY FISH? rapid growth plans, franchisee customers looking for a self-employment opportunity providing good income relative to the hours worked will be targeted. 3.2 MARKET SIZE The market for fast food is substantial, and the opportunity to build and grow a new exciting product with a strong brand is real. Although the market is mature with heavy buyer/seller saturation, it is heavily segmented on quality, style, modality and price, presenting opportunity for niche market products such as FANCY FISH?. Customers' perception of 'healthier' is an important value proposition. FANCY FISH? provides this, with the added bonus of serving the meal quickly. The idea that desirable food could be prepared in a relatively quick fashion appeals to a sizeable portion of the market; those in tourism, people engaged in a commercial capacity, busy homemakers and students. These few examples are indicative of a large and growing collection of "time poor" individuals placing increasing value on every spare moment of their day. FANCY FISH? has the ability to match the ravenous need for convenience with the utility that modern, fast paced lifestyles drive. 3.3 MARKET TRENDS Today the contemporary food outlet must maintain its appeal within an increasingly healthconscious market. Worldwide the "diet" continues to gain momentum and this means that products with less appeal to the diet-conscious will suffer reduced success. Entrepreneurs continue to derive extraordinary profits from 'health-conscious' ventures. FANCY FISH? is designed to make the most of the public's increasing nutritional conscience.

6 4.0 Current Store and Food Pictures

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