COMPANY DESCRIPTION

Restaurant Fortuna, Inc. based in Slovakia is a medium-size restaurant serving healthy, contemporary style food. The restaurant will be located at 24 M.R. Štefánika Street in Nové Zámky, Slovakia.

Mission Statement

The company's goal is that of a multi-faceted success. Our first responsibility is to the financial well-being of the restaurant. We will meet this goal while trying to consider;
1) the effect of our products on the health and well being of our customers (and our staff),
2) the impact that our business practices and choices will have on the environment,
3) the high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors. Awareness of all these factors and the responsible actions that result will give our efforts a sense of purpose and meaning beyond our basic financial goals.

Development & Status

The company was incorporated in May of 2007.  The founder is Tomáš Dioši. There is a total of 10,000 shares of common stock issued. He has loaned 500,000,- Sk of his own money for research and start-up costs.

A suitable site for the first restaurant was found last month and lease negotiations are in the final stages. The location will be on Komárňanská Street, next to the Main Square and close to a dense population of the target market. When the lease is signed there will be three months of free rent for construction and in that time the balance of the start-up funds must be raised. With that phase completed restaurant can then open and the operations phase of the project can begin.

Future Plans

If the business is meeting its projections by month nine, we will start scouting for a second location and develop plans for the next unit. Our five year goal is to have 3 restaurants in Nové Zámky and Nitra area with a combined annual profit of between 7,000,000,- Sk and 12,000,000,- Sk.

Industry Analysis

Although the restaurant industry is very competitive, the lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. Trends are very important and Fortuna is well positioned for the current interest in lighter, healthier foods at moderate to low prices.

Future Trends & Strategic Opportunities

The predicated growth trend is very positive both in short and long-term projections. It is stated  again that as modern living creates more demands, people will be compelled to eat more meals away from home.

PRODUCTS & RELATED SERVICES

Fortuna Restaurant will be offering a menu of food and beverages with a distinctive image. There will be three ways to purchase these products; table service at the restaurant, take-out from the restaurant, and delivery to home or office.

The Menu

The Fortuna menu (see appendices) is moderate sized, and moderate-low priced offering a collection of ethnic and Slovak items with a common theme -- healthy (low-fat, low cholesterol, natural ingredients), flavourful, and familiar. Our goal is to create the image of light satisfying and still nutritious food. There has been an increased awareness of nutritional and health concerns in recent years and a growing market of people who now eat this style of cooking regularly.

Production

Food production and assembly will take place in the kitchen of the restaurant. Fresh vegetables, meat and dairy products will be used to crate most of the dishes from scratch. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff.

Service

There will be three ways a customer can purchase food. They may sit down at one of the 54 seats in the dining room and get full service from a waitperson. A separate take-out counter will service those who wish to pick up their food. Most take-out food will be prepared to order with orders coming from either the telephone or fax. Delivery (an indirect form of take-out) will be available at certain times and to a limited area.

Future Opportunities

There is a market segment that prefers to eat this type of cooking at home although they do not have the time to cook. There are already caterers and even mail order companies that provide individuals and families with up to a month's supply of pre-prepared meals. This opportunity will be researched and developed on a trial basis. If successful, it could become a major new source of income without creating the need for additional staff or production space.

THE TARGET MARKET

The market for Fortuna 's products covers a large area of diverse and densely populated groups. Although it will be located in a downtown urban setting, it is an area where people travel to eat out and one that is also frequented by tourists. It is also an area known for and catering to the demographic group we are targeting.

Market Location & Customers

The customer base will come from 3 major segments; 
- Local population 
- Tourism 
- Local businesses

The food concept and product image of Fortuna will attract 3 different customer profiles: 
- The student - more and more young people have developed healthy eating habits. Some also go through a "health food phase" while in college. 
- The health conscious person of any age or sex - this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet. 
- Curious and open-minded - "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.

Market Trends & The Future

The population and demographics of the town have remained steady for the last 14 years. Tourism has increased 14% over the last 3 years and is predicted to keep growing. Local businesses are increasing at a rate of 18% yearly.

The idea of a health consciousness through nutritional awareness and dietary change has been slowly building for the last 7 years. As forecasted, this trend will be even more important by the year 2010.

As people want to stay home more and cook less our strategy of delivering prepared meals on a weekly or monthly arrangement may be a widespread accepted new way of eating.

THE COMPETITION

The are more than six restaurants in the Main Square area that sell food at similar prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty. Fortuna will offer an innovative product in a familiar style at a competitive price. Our aggressive plans of take-out and delivery will also give us an advantage to create a good market share before the competition can adjust or similar concepts appear.

Competitive Strategy

There are three major ways in which we will create an advantage over our competitors; 
- product identity, quality, and novelty 
- high employee motivation and good sales attitude 
- innovative and aggressive service options.

Fortuna will be the only restaurant among all the competition which focuses the entire menu on healthy, low-fat cooking. Each of the competitors offers at least one "healthy" selection on their menu. The target market will perceive Fortuna as the destination location for healthy, low-fat cooking.