prem ganpathy
Transcript of prem ganpathy
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GROUP MEMBERS
A15 -Kshitij Joshi
A16 -Nidhi Kachhela
A18 -Niva Kanjani
A27 -Mayuri MehtaA29 -Monika Mistry
A39 -Jay patel
A52 -Rachit Shah
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INTRODUCTION
Prem Ganapathy
Born in Nagalapuram- Tamilnadu
Family background
Education Employed at coffee shop and rice trading business
Learnt the tricks of trading
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Cousins coffee shop Chennai
Job in coffee & rice trading business
- Learnt the tricks of trading
1990went to bombay
- Life in bombay
Cleaner at Das Bakery in Sion-Mumbai
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Cleaner at bakery in Satguru hotel-Chembur
Dishwasher in Gurudev hotel
- regional cartels against madrasis
- Preference to mangaloreans
Main unko kaafi request karta tha main tenth tak
padhaa hoon. Mujhe thoda english knowledge hai. Mujhe
waiter banaao ya to bahar chai leke jaane ka kaam do.
Kuch nahin to kam se kam table clean karne ka job de
do
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TEA BOY-PREM SAGAR RESTAURANT
Why is a tea boy better off than a dishwasher?
- commission of 10%- HUMAN RELATIONSHIPS
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50:50 PARTNER IN CHAI KI DUKAN VASHI- a Tamilian gentleman, made an offer
- From day one shop started doing briskbusiness.
- Profits were touching Rs.8000-10000 permonth.
- Investor thought why give away 50% ofthat?
- Mujhe nikal diya aur salary par kisi ko rakhliya.
Thus he was back to the pavilion.
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OWN ROADSIDE STALL
- With a capital of around Rs.20,000 which was
borrowed from his uncle
- Business was good, but the neighboringhousing society was making life difficult.
- That venture too was short lived.
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OWN SOUTH INDIAN STALLVASHI
- After the failure, started south Indian stall.
- He was unaware of how to make either idlis
or dosas.- Initially he procured batter from the homes
of south Indians living next door; and then
learnt cooking by observation, trial and error
method.
- The dosa stall flourished from 1992 to 1997.
- Soon, the profit rose toRs.20,000per month
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WHYWASTHETINYSTALLSOSUCCESSFUL?
Because it was DIFFERENT .
emphasis on hygiene.
Branding was clear and concise
food was economically priced
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JANUARY1998 - ABIGGAMBLE.
RENTED SHOP NEXT TO VASHI STATION
- Rs.50,000 as deposit and Rs.5000 per month as
rental for a shop next to Vashi station.
Prem Ganapathys Prem Sagar Dosa Plaza
an interesting story of name Dosa Plaza
built a website for his open air eateryprobably the
first dosa shop in the country to do so.
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OPENED A CHINESE STALL
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throughout his journey his role model remainedMcDonalds
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TRADE MARKETING
noticed McDonaldswrite TM
Dosa Plaza trademark get registered
copyrights and trademarks for 27 of his recipes.
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BRANDING
Main hamesha personally nahin khada ho
paoonga.. Is liye ek brand bnana zaroori tha!
Branding at collages
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SCENARIO IN 2002
2 outlets
staff of 15 people
turnover of Rs.10 lakhs per month.
vision - Mujhe aur dukaan kholna hai, aur mujhe
accha banana hai; accha service krna hai. Meravision yehi rehta tha.
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chance encounter
New Bombays first mall - space in food court
HOW DID HE FUND THIS IDEA?- investment included Rs. 3 lakhs for the deposit
- equipment cost
- interior decoration.
- No Bank Loan
- Went to his family and friends for funds.
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AUGUST 2003
In August 2003Center One mall threw open its
doors.
Dosa Plaza was a hit from day one.- sales touched Rs.44,000.
- first monthsturnover - Rs. 6 lakhs.
- profit marginsa healthy 15-20%.
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CONTINUED
Need to do more branding - an advertising agency
called Think Why Not.
Although advertising is great, but theresnothing aspowerful as free publicity.
The 108 dosas on offer fetched Dosa Plaza plenty
of coverage in local papers and on television.
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After seeing 108 items a question comes up in
mind:
ARE THEY FOR REAL OR JUST FOR EFFECT.
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THE SECRET
Mix and match.
to train the staff to combine the stuff together and
give it a cool name.
to be consistent in taste
PG made sure that all important chutneys andsauces are made at a centralized kitchen.
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WHAT NEXT ??
Two things happened after the success of Centre
One outlet.
- PG learnt about something called Franchise.
- installations of systems
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FRANCHISING
he was in control of the important things.
The recipes, masalas, and sauces were made at hiscentralized kitchen only.
The staff was also supplied by him but the franchiseespaid their salaries.
The franchisees were needed to handle the cashcounter and make the upfront investment, plus bear therunning expenses.
Dosa Plaza earned 6-8% royalty on sales
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INSTALLING SYSTEMS
The company invested in software connected to a
central server to keep track of billing, inventory and
overall operations.
professionalization
In 2004, PG took on a partner called Easwaran to
look after business development and automation.
At the same time, Dosa Plaza started setting up
different departments.
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COSTING
calculations for every recipe
A training manager was deputed to visit outlets on a
rotation to control cost.
But now the question arises that: Who were these
managers and how were they persuaded to join this
unknown company which was in the less-than-glamorous business of dosas?
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RELATIONSHIPS
PG says, Mera hotel industry mein sabse relation
tha.
PG was able to sense that many employees were
working with big brand names, but their aspirations
were not being met.
Dosa Plazasoperationsmanager Mendonsa, isone such example. He was recruited from
McDonalds. Magar kaise??????
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ITS NOT JUST ABOUT MANAGERS
Crucial to the success of Dosa Plaza are not just
managers, but employees at all levels.
Around 80% of the original kitchen staff is still with
Dosa Plaza.
PG also made sure that caste and community is of
no consideration in the company.
PG says, Hard work and talent is what we value.
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CURRENT SCENARIO!!!
150 EMPLOYEES
26 OUTLETS
21 RUN BY FRANCHISEES
TURNOVER CROSSED Rs.5 crores
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CONTINUED
To market the franchisees in North India, the
company tied up with Franchise India Holding Ltd
on a 67:33 basis.
There have been enquiries from US, Japan,
Australia and it has one franchise in New Zealandalready.
They have one express model on Mumbai Pune
highway and PG plans to open 20 more such
outlets.
They had to shut down the Centre One outlet due
to competition and reduced sales.
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CHARACTERISTICS
Passion
Self motivated
Honest
Risk-taker Innovative
Inquisitive
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LEARNINGS
Whatever you do, do it differently and branding is
very important.
In any business if you do costing properly you will
earn profit.
The behavior should be good. It helps in building
relationships.
Product and service quality should be proper.
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One has to work very hard and put in lot of efforts
and sacrifice to nurture the Business.
Execution , execution and executio.
One might get failure at various stages but you can
learn a lot from them and improve.
Think Big, Start small and grow fast.
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And last but not the least 3ks
Keep learning.
Keep walking.
Keep growing.