BT Business Plan

borotakeaways.com delivered • online

BUSINESS PLAN ~ STRICTLY PRIVATE & CONFIDENTIAL ~

March 2009

©2009 Boro Takeaways Online Ltd T/A borotakeaways.com Registered Office: 80 Borough Road, Middlesbrough, TS1 2JN.

Executive Summary Company Information Name of Company: Boro Takeaways Online Ltd T/A borotakeaways.com Company Structure: Limited Company (No. 6799009) Registered Address: 80 Borough Road, Middlesbrough, TS1 2JN Trading Address: 10 Blackthorn, Coulby Newham, Middlesbrough TS8 0XD Company Directors: Mr Daniel Scott Pinkney, Mr Stephen Anthony Ashworth, Mr Anthony Gosling Shareholders: Mr D S Pinkney (500), Mr S A Ashworth (250) & Mr A J Gosling (250) Telephone: 0844 330 8967 Email: daniel.pinkney@borotakeaways.com / danielpinkney@me.com Website: http://www.borotakeaways.com (and .co.uk) Brief Introduction Borotakeaways.com is an online takeaway site serving the borough of Middlesbrough & Cleveland (to eventually include Darlington, Northallerton, Thirsk and County Durham).The site will enable customers to view a selection of takeaways and their menus and place an order there and then to be either delivered or collected. They will also be able to reserve a table at a selection of restaurants online.

Customers can choose to pay by debit or credit card online or by cash on delivery. Once an order is submitted, a copy of the order is automatically sent to the takeaway by fax, SMS (text message) or email (all options will be available to the takeaway) for them to process and deliver as well as a copy to the customer to confirm the order has been accepted.

We also plan is to introduce our own delivery service which will allow takeaways and restaurants that do not currently deliver to do so. This will be a service that benefits both takeaway/restaurant and customers, as well as expanding on the core online ordering service of Boro Takeaways.

We will also be approaching Moonshine (and similar companies) who provide deliveries of alcohol and tobacco products which could complement the Boro Takeaways service and offer them an online presence and ordering service.

Benefits to Takeaways and Restaurants a) Provides them with an online web presence complete with full menu and prices which they can edit or add to via an online content management system b) We process all card details and subsequently deposit the money into their bank account via BACS or cheque (if so preferred) c) We offer a cash only service if the takeaway doesn’t want us to process cards on their behalf. d) Expanding awareness of the takeaways through regular advertising and promotion of the borotakeaways.com service. e) A range of packages offering various levels of service (including advertising and promotional incentives) starting from 10% commission only, up to £50 per month plus 7% commission. f) A range of advertising and promotional offerings including design, printing, distribution of leaflets, and Google Adwords advertising Other Incentives for the Takeaways: h) For takeaways that process a decent amount of sales through our website we may offer a dedicated driver and delivery service covering areas outside their existing delivery radius. As a result their sales and profit margins will increase exponentially. i) We will be holding regular competitions and incentives for takeaways. So for example, the takeaway that processes the most online orders in a given month or quarter will be given a suitable reward.

March 2009 | Boro Takeaways Online Ltd

What does the service cost to the takeaways?

As a base package all we ask from the takeaway is a 10% commission on the value of their sale. This may not seem much but we can see at a glance what can be achieved from such a figure in the following table: No. of Takeaways registered to BT

No. of orders per takeaway per night

Commission income per average £15 order

Total Commission income per day

Total Commission Income per year

20

1

£1.50

£30.00

£10,950

30

2

£1.50

£90.00

£32,850

40

3

£1.50

£180.00

£65,700

50

4

£1.50

£300.00

£109,500

60

5

£1.50

£450.00

£164,250

Market Opportunity Although the trading name implies Middlesbrough, our core operating radius is 5 miles from the centre of Middlesbrough which covers Stockton-on-Tees, Billingham, Thornaby and Nunthorpe. We will also include areas immediately outside this boundary such as Stokesley, Redcar, Guisborough, Saltburn (in effect the borough of Cleveland/Teesside). Eventually we will include Darlington, Northallerton, Thirsk and County Durham as these come under the remit of the Middlesbrough Yellow Pages. Another reason for introducing these areas is that they are not big enough to warrant their own independent website.

As such this covers a total of 775 takeaways and 243 restaurants making a possible 1018 ‘eateries’ to recruit to our borotakeaways.com service.

Within the Cleveland area (the Darlington/County Durham areas will be introduced later down the line) we have a total of 128,4401 households that have internet access, and with an average weekly spend of £3.80 per household on takeaway foods1 that is a market of £25.4 million a year. With no online competition in the region we should be well placed to capture a fair share of this market. At conservative estimates of 2%, 5% and 10% of the market that would account for sales of £508,000, £1.27million and Address Middlesbrough UK the website. With a 10% commission on those sales we see a gross profit of £2.54million taken through £50,800, £127,000 and £254,000 respectively.

Middlesbrough - Google Maps

23/01/2009 02:12

1. Figures derived from data gathered by the Office of National Statistics, middlesbrough.gov.uk and http://www.independent.co.uk/news/uk/thisbritain/families-spending-less-on-fresh-food-than-on-takeaways-432765.html

March 2009 | Boro Takeaways Online Ltd

Business Objectives The aim of Boro Takeaways Online Ltd is to establish the borotakeaways.com website as the medium of choice to order takeaways within Middlesbrough, Cleveland, Darlington and County Durham. By combining ease of use, full menu listings, a range of payment services and delivery to your door along with ongoing promotional campaigns, charitable contributions, customer and takeaway incentives and PR activities we hope to establish the company as a leading brand in Middlesbrough and surrounding districts.

Mission Statement “To deliver e-commerce solutions to takeaways and restaurants and with a versatile brand concept, unite them with local customers through the power of the Internet.”

Finance Requirements With a proposed deposit of £6-10k between all shareholders and startup costs in the region of £15k (primarily website development costs), we are looking to secure £5-9k of funding. This will secured through either a private loan, business loan, remortgage or website funding - or a combination of all these.

There are several grant avenues available that can provide between 50-80% of the website costs which could effectively cover all our finance requirements for the initial startup funds. These can be through Business Link and North East England Investment Centre (NEEIC). We will however be sourcing other funding avenues to help the roll out of advertising materials and printing to help promote the services to both members of the public and other takeaways/restaurants.

9th January 2009 Online takeaway orders ‘on the up’ Online takeaway orders grew by over 250% in 2008, an internet takeaway portal has said.

The Just-Eat group reports that it processed more than £7.5 million worth of takeaway orders during 2008, with more than £100,000 sold on New Year’s Day 2009.

David Buttress, CEO of Just-Eat.co.uk, said that he expects this growth to continue in 2009 and predicts over 2 million orders via his service within the year.

Daniel Thomas, news editor at Caterer & Hotelkeeper magazine said it was unsurprising that more people are opting for takeaways over eating out as economic conditions tighten.

“Restaurants will never be able to beat takeaways on price, but many operators are offering good deals in the early months of this year to try and lure the punters in,” he said.

“They are hoping to remind people that you are paying for the experience as well as the food itself and that going to a great restaurant will always beat sitting in front of the telly eating pizza.” http://www.morethanbusiness.com/Knowledge-Centre/Business-News/2009-01-09/Online-takeaway-orders-on-the-up/913

March 2009 | Boro Takeaways Online Ltd

Contents 2.

Executive Summary

6.

About the Directors & Shareholders

8.

Business Introduction

9.

Income Streams

11.

Future Income Prospects

12.

Target Audience

14.

Brand Identity

17.

The Website (borotakeaways.com) 23. Order Process 25. Secure Payment Processing 27. Reporting & Billing Systems 28. Back End Administration Features

30.

Competitive Business Strategy

31.

Competitors in the Marketplace

33.

Case Sudies - UK Competition

34.

Analysis of Industry (Porter’s Five Forces)

36.

Marketing Strategy

43.

Sourcing a Sales Person

44.

Customer Advertising Campaigns 45. Google Adwords 46. A5 Leaflet Distribution

47.

e-Marketing and e-Newsletter Campaigns

49.

Introductory Pack / Keynote Presentation

51.

Recommend A Takeaway

52.

Multimedia Applications

53.

Entering the Delivery Phase

55.

Management and Organisational Structure

58.

Building a Franchise Model

60.

Future Projections

61.

Financial Analysis

65.

Cashflow Forecast

68.

Profit & Loss Forecast (Year 1)

71.

Profit & Loss Forecast (Year 2)

74.

Grants, Loans and Awards

75.

Project Management & Timetable

76.

Key Contacts

77.

Appendices

March 2009 | Boro Takeaways Online Ltd

About the Directors & Shareholders (see Appendices for detailed CVs) About Daniel Pinkney (Managing Director) Daniel is currently Managing Director of two companies. One is Bytheway Stores Ltd, a freehold convenience store business based in Thirsk, North Yorkshire and the other a Design/Brand agency called Umbrella Pink which is a vehicle for his learned trade of graphic design.

With over 10 years experience in design & advertising and 2 years experience in managing a busy retail outlet (all under his stewardship) he has extensive experience to draw upon for any business venture of his choosing.

Daniel bought an independent convenience store in May 2007 and in 18 months has implemented systems, procedures and recruited a manager which has enabled him to go from working 7-days a week to only two. In March of this year, Stephen Bytheway, another Director of the company will be taking over these two days enabling Daniel to concentrate on other ventures whilst still retaining his investment.

Business History 2008 - Present: Started Umbrella Pink as a venture back into design 2007 - Present: Bought an independent freehold convenience store based in Thirsk, North Yorkshire 2006: Left Ellahi & Pinkney to explore other business opportunities and investment projects 2000: Ellahi & Pinkney Ltd - Joined forces with Tanvir Ellahi to set up multi-disciplined design and advertising agency - together they built up the company and took it to a turnover of ÂŁ8.2million in 2004. This included work for companies such as NTL, Business Link, Middlesbrough College, CCAD, Electrolux and Flymo, Stockton International Family Centre, Northumbrian Water, Universities for the North East (UNIS4NE), Marske Furnishings and Middlesbrough FC. They also won several business awards including Best New Business at the Tees Valley Business Awards.

1998: Citrus Creative - started design agency after graduating as a vehicle for various freelance projects.

About Stephen Ashworth (Creative Director) Stephen is currently Director of both a company called Comiteq Limited as well as being a Director of 1079 Graphics. Comiteq offers designs for both Print and Web as well as Hosting and Dedicated Hosting services, Comiteq is a joint venture with Danny Webb.

The second business that Stephen is a Director of is 1079 Graphics. 1079 Graphics is a Graphic Design business that has been operating since 2003. 1079 Graphics creates custom-made logo and print based designs and has to date worked with over 300 clients. All of which have given Stephen and 100% positive feedback on all work carried out which he believes separates him from the competition.

Although 1079 Graphics is mainly web based it has allowed Stephen to work with small to medium sized companies from all over the UK. Recently Stephen has begun to work on a retainer/monthly contract basis with I-Touch Systems who design, manufacture and supply the likes of British Gas and Dyno-Rod with maintenance camera and control panel systems. Stephen has also began to work with Hairclare and also Steady Networking Limited on the same basis. This allows Stephen to help shape and mould each of these businesses by working on print designs that they need along with exhibitions, vehicle graphics and other marketing and advertising.

Stephen has 6 full years experience of running a business day to day in a management capacity as well as working with over 300 small to medium sized businesses and companies on a regular basis. Stephen has ran 1079 Graphics single handedly since the business launched in 2003. In that time Stephen has gained valuable experience and knowledge in advertising and marketing having worked on numerous design projects for clients most notable projects have included full scale exhibitions and national advertising

March 2009 | Boro Takeaways Online Ltd

campaigns. Stephen believes he knows how to make a new business both successful and profitable, as well as manage the business in a sensible and realistic manner to ensure the business is strong for the long term.

Stephen would now like to apply that experience and knowledge to new business ventures.

Business History 2007 - Present: Comiteq Limited - Joined forces with Danny Webb of Fastsites Limited. Comiteq offered custom-made designs for print as well as web design, network installations, email marketing, domain registration, dedicated hosting, web hosting to name just a few of its services. Comiteq worked with many clients including Stuart Domestics Limited, Printed Electronics Limited, Unijem Limited, Darklight Solutions Limited to name just a few.

Again the business has been built on building strong long term relationships with its clients and offering top quality print and web based solutions as well as hosting and dedicated hosting services.

2003 - Present: 1079 Graphics Started 1079 Graphics after graduating. 1079 Graphics offered custom-made designs to make UK companies including Printed Electronics Limited, Fastsites Limited, I-Touch Systems Limited, American Football UK Ltd, Denelli Living Limited, Middlesbrough Baptist Church, Global Technologies Limited, P.I School Limited, RCC Care Homes Limited, Coolserv Limited, Minsmed Limited, New Company Registrations Limited, Steady Networking Limited, KWP Solicitors, Wilson Multiplex Limited to name just a few.

The business has been built on building strong long term relationships with it’s clients as well as offering top quality custom-made designs.

About Anthony (Tony) Gosling (Sales & Marketing Director) Tony is currently working the North East calling on hairdressing salons selling the benefits of joining and subscribing to the Good Salon Guide. His responsibilities are to increase business by cold calling and opening new accounts throughout the region. He has to date opened on average 14 accounts a week exceeding company KPI targets.

Business History 2008 - Present: Regional Sales Manager, Good Salon Guide 2008: Regional Sales Manager, IGS Bingo Lotto 2006 - 2008: Cadbury Trebor Bassett (Trident Gum), North East Regional Field Sales Manager 2004 - 2006: Cadbury Trebor Bassett (Trident Gum), North East Sales (Distribution) Manager 2002 - 2004: Independent Property Development 1989 - 2002: Miracle Gro Horticulture, Key Account Manager North East 1987 - 1989: Spearhead Brokerage Co, Regional Account and Business Development Manager 1985 - 1987: Bristol Myers Clairol, Territory Sales Manager 1982 - 1985: Schwarzkopf UK. Ltd, Northern Studio & Business Marketing & Dev. Field Manager.

1978 - 1982: Kelloggs’ GB Ltd, Territory Sales Manager/ Area Sales Manager.

1975 - 1978: Reckett & Colman, North East Area Salesman.

1969 - 1975: Findus Frozen Foods, Area Salesman (Moved from London to NE in 1973).

March 2009 | Boro Takeaways Online Ltd

Business Introduction How did the idea come around?

Being hard-of-hearing Daniel, is unable to use the telephone. So one Saturday night while on his own at the shop in Thirsk, he fancied a takeaway but was unable to call to place an order. So out of interest he had a look to see if he could find a takeaway he could order from online and have it delivered in. To his surprise he found that there were 8 different companies who offered this service - only problem being is that none of them had any takeaways registered in Thirsk. That’s ok, Thirsk is a little out in the sticks, but what about Middlesbrough? To his surprise, all but one had no takeaways in Middlesbrough (the one that did having a total of 6 on their system), The same happened in Darlington, Redcar, Dundee etc. By this time Daniel had forgotten about getting a takeaway, and instead saw an opportunity. The problem with these companies it seemed is that they were trying to cover the whole of the UK, and with such a vast number of takeaways, cities and towns to cover they were having little success in covering each area fully - although they all have a decent number of takeaways registered to them. This is perhaps one of the reasons there are 8 national companies doing the same thing - the market is that vast that it is impossible for one company to cover it all.

So... Daniel thought, rather than a UK based online takeaway service, what about a regional or local one?

Instead of using the power of the Internet to sell their services further afield as most do, bring it closer to home and use it to capture a smaller, more captive audience and work on saturating that market.

He then spoke of the venture with designer friend Stephen Ashworth and together they decided to come up with a plan to put it into action With Middlesbrough being their home town, both Daniel and Stephen have the inside knowledge, and local pride on our side, plus as advertising and design professionals have the capacity to build a brand identity that not only reflects the company perfectly but one that fits in with the local flavour of Middlesbrough. They can also utilise both their creative and business skills to build a marketing and advertising plan to help maintain and grow the business accordingly Development of the idea Since deciding to pursue the idea Daniel and Stephen have been in regular contact via email and ICQ messaging, discussing the venture in further detail and researching possible issues and problems to enable them to come up with a comprehensive business plan covering all aspects whilst still accounting for future growth.

Why the name ‘Boro Takeaways?

Boro Takeaways plays homage to two of the most recognisable brands and names in Middlesbrough - Boro Taxis and ‘Boro’ Football Club. Both are intertwined into the fabric of everyday Middlesbrough life and are embedded in the psyche of perhaps every Middlesbrough citizen. As such they are two of the most successful businesses in the town.

Like Boro Taxis, Boro Takeaways is simple and straight to the point - no messing. What you see is what you get - Takeaways in Boro. And that approach just works in Middlesbrough.

Takeaway is also the most common term covering all food categories such as Pizzas, Chinese, Indian etc.

It’s quite often the phrase ‘Shall we get a takeaway?’ that is the first statement from most people wanting to order food in.

March 2009 | Boro Takeaways Online Ltd

Income Streams Commission Income on orders / Subscription Packages The primary income for the business will be through commission on takeaway sales. That is a percentage income on the value of the order placed from a specific takeaway by the customer. Our starting commission rate is 15% (but negotiable to 10% which is our bottom line). We will however tbe introducing a range of packages that will involve a monthly subscription and introduce a range of complementary services to help the takeaways boost their sales levels. Our preliminary package structure is as follows:

★

★★

★★★

★★★★

★★★★★

1-Star

2-Star

3-Star

4-Star

5-Star

£0

£10

£20

£35

£50

15%*

10%

9%

8%

7%

Online Menu

✔

✔

✔

✔

✔

Ability for customers to place orders online

✔

✔

✔

✔

✔

Monthly email newsletter with offers, customer feedback and guidance.

✔

✔

✔

✔

✔

Customer feedback on your products and service

✔

✔

✔

✔

✔

Online listing with Logo or Image

✘

✔

✔

✔

✔

Credit/Debit Card Processing service

✘

✔

✔

✔

✔

Number of Menu updates per year

1

3

5

Unlimited

Unlimited

Google Adwords Advert

✘

✘

✔

✔

✔

Discounted Flyer prices plus Distribution

✘

✘

✔

✔

✔

Online menu fully editable by customer if required

✘

✘

✘

✔

✔

Ability to add offers, online specials etc

✘

✘

✘

✔

✔

7-day support service

✘

✘

✘

✔

✔

Email marketing campaign to BoroTakeaway customers

✘

✘

✘

✔

✔

Priority listings in your category (top of list in search results)

✘

✘

✘

✘

✔

+ £5 per month

+ £5 per month

+ £5 per month

Provided Free of charge

Provided Free of charge

SIM Free mobile (for orders)

✘

Optional

Optional

✘

✘

Banner Advert on BT home page

✘

1000 imp. pcm

2000 imp. pcm

3500 impressions pcm

5000 impressions pcm

One page website with PDF Menu, including domain name and email address plus direct link to your menu on Boro Takeaways for customers to order online

✘

✘

✘

✘

✔

Boro Takeaways Packages Monthly Subscription Our Commission charge on generated sales

Fax/SMS Machine

March 2009 | Boro Takeaways Online Ltd

Advertising Income Even though we include a range of advertising packages within the various subscription packages we will be offering these as additional cost options. These will include: a) Home Page Graphical Advertising This will be a static graphical advert on the home page. These will be rotated so each advertiser gets equal exposure and be sold for £19.99 per 1000 impressions (or views). b) Featured Listings On the search listings results will be up to 4 featured listings (as this is the size of the search result window) and with 5-6 proposed food categories this means up to 24 featured listings on the site at any one time. These can be booked for £9.99 per month and ensure that any search in a particular takeaway’s category (and within the delivery radius of the takeaway) will result in the listing being shown amongst the top four search results. The search results below will be shown in order of rating, and where no ratings are yet issued, it will be shown in alphabetical order.

Delivery Income By offering a delivery service to certain takeaways and restaurants we will be adding value to our service and that of the takeaways. It allows them to branch outside their current target area, but only on orders through borotakeaways.com. And as such means that borotakeaways.com has exclusive coverage in providing a select few takeaways to the whole of Middlesbrough & Cleveland.

Other benefits of a delivery service include: a. Another regular and growing income to the business b. Vehicle livery (signage) will provide additional advertising and awareness c. The delivery van/car network can be used for spin-off projects such as the gourmet deliveries d. Soft drinks and alcohol can be provided to complement the takeaway offering (and these can be ordered online via the takeaways that are part of the extended delivery scheme).

10 March 2009 | Boro Takeaways Online Ltd

Future Prospects Supplying Alcohol and Refreshments With Daniel Pinkney also being a director of a convenience store and off-licence, delivering a range of well-known soft drinks and alcohol products along with the takeaway meals is another opportunity.

Being a personal licence holder Daniel is legally entitled to sell alcohol. We also have a range of supplier contacts (Booker/Batleys) so are able to get the products at discounted prices.

There are also a few companies that deliver alcohol which may prove to be a better and more feasible option for us. Moonshine, Eight2Eight and Dial A Booze all offer alcohol and tobacco delivery service but none do so online. By offering the same kind of setup on the BoroTakeaways website as the takeaways, one of these companies can start selling their goods online and we charge our 10% commission (or perhaps less taken into account the low margins on tobacco products). By doing cash-on-delivery only then we have no issues with licensing and selling the goods as we are just acting as a middleman for the alcohol delivery company.

Gourmet & Party Service With a restaurant and delivery network in place we can also contemplate offering a gourmet service, where we delivery three course meals for special events (Valentines Day and Birthdays) as well as for Parties (Christmas, New Year, kid’s parties). We can also look to provide gifts (Thorntons) and Flowers (Flowers by Edwina) which again can be added online.

Corporate Service As well as evening takeaways we also plan to enter the daily delicatessen delivery market. This should be of particular interest to businesses, students and those who may be stuck at home during the day.

Franchise the Business The system that we will be setting up will be built with a franchise model in mind. This means that can be adopted relatively easily to other ‘local’ regions such as Darlington (darlotakeaways.com) and Newcastle (toontakeaways.com). The websites for these areas will mirror the borotakeaways site but will have a ‘local’ flavour thanks to an adaptable brand identity created for the business model.

Advertising for all the franchises would be carried out and provided by ourselves given our design and advertising background and would also enable us to maintain the integrity of the brand and design output.

Spin-off Takeaway / Food Delivery Business As we have a vehicle to sell all the local takeaways and restaurants products online then why not create our own outlet. With family having been in the catering and sandwich delivery trade we have options to create a separate business that doesn’t require a high street premises just a kitchen area to prepare meals and a delivery service. A specialised Parmo House (the signature dish of Middlesbrough) is an option that has been discussed.

11 March 2009 | Boro Takeaways Online Ltd

Target Audience Given the nature of the business, we actually cover both the B2B and B2C markets. We need to sell the service to the restaurants and takeaways to get them to sign up and also promote the service to consumers throughout the Middlesbrough & Cleveland areas Takeways & Restaurants In order for our business model to be successful it requires takeaways and restaurants to register up for our service and be a part of borotakeaways.com. The benefits for sign up include: a) Giving them an online web presence complete with their full menu and prices (which they themselves can add to and amend accordingly via a member login/password) b) Allowing Middlesbrough citizens to order directly from them online c) Possibility of covering the whole borough of Middlesbrough & Cleveland so expanding their current target market. As a result increase sales and profits. d) Delivering the food for them free of charge (cost is passed to the customer online) e) All card details processed online through our secure payment service provider and subsequently we deposit the money into their bank account via BACS or cheque (if so preferred) f) We offer a cash only service if the takeaway doesn’t want us to process cards on their behalf. g) Expanding awareness of the takeaways services through our own regular advertising and promotion of the borotakeaways service The takeaways can access all these benefits in return for paying from 10% commission on every sale through our site. That is for every £10 spent (which will be the minimum value to order online) we will receive £1. As the profit margin on many takeaways is approaching 65% then this is a small amount to pay considering it will be for sales over and above their existing revenue channels.

There will also be a one month beta testing phase where the website and all it’s functions will be tested by friends and family of Daniel, Stephen and the web developers to ensure optimum operation of the site and to iron out any possible issues before launching the site to members of the general public. A focus group may also be drafted in for independent feedback. During this period any restaurants on board will not be charged any commission or subscription fees so for them it is a win-win situation.

If takeaways don’t have internet access on site then of course this would normally present a problem as emailed orders and confirmation of payment cannot get through to them. However we will be able to offer a fax service where the orders are sent directly from the website via a third party service such as Interfax (http://www.interfax.net/en/user/uk-form-to-fax.html). Although there is a £7.50 monthly charge for the service, this will remain the same no matter how many takeaways choose the fax service.

Thereafter there is a charge of 4.4p per fax, but given that our minimum commission per order will be £1, that is a small price to pay for getting a takeaway registered on our system. Upgrading from fax orders to email or SMS (or indeed switching from email to fax in the event of a problem) won’t be an issue as the content management system (CMS) for the takeaways means that as well as been able to edit all their menu details and prices online, they can select how the order is to be sent to them (fax, SMS or email).

All this happens in real-time so as soon as they have selected it on their CMS then it is applied to the system instantaneously.

12 March 2009 | Boro Takeaways Online Ltd

Takeaway Customers Once we have a range of takeaways on board then it is a small matter of getting customers online and purchasing from us. With the internet a fast growing phenomenon, and becoming more and more a part of everyday life it is a tool that will continue to grow and prosper.

Statistics for Internet Access in UK Households In 2008, 16.46 million UK households had Internet access which accounts for 65% of UK households, a 1.23 million increase from 2007. Since 2004, Great Britain has seen an average increase of over 1million households with Internet access per year.1 Taking these figures and applying them to the Middlesbrough and surrounding areas we see that the number of households in Middlesbrough is currently 59,000 (population of 135,100). Spreading this to our coverage area to include Cleveland we get 197,600 households (or a population of 466,100).2 So with a 65% of UK households having Internet access, that gives us a target market of 38,350 households in Middlesbrough and when we include Cleveland, a target market of some 128,440 households. The nature of the takeaway business also means it is not aimed at any one target demographic.

The chart below also shows the upward trend of internet usage in the UK and in the last 5 years as grown from 50% to 65%, an increase of 3% year on year.

Internet Access 65% of households had access in 2008

Households with access to the Internet, GB Source: National Statistics Omnibus Survey;

13 March 2009 | Boro Takeaways Online Ltd

Brand Identity

borotakeaways.com delivered • online

The company logo and brand identity is one that while remains consistent and recognisable is one that can be infinitely adapted. This enables the identity to be adopted into a franchise model by taking on a ‘regional’ flavour whilst still remaining true to the original identity.

Our brand identity is actually based upon a character, and is a company mascot if you like, who we affectionately call ‘Ben’. He is loosely based on Isaac Benjamin, Daniel Pinkney’s son and a former chef employee of Daniel’s called Benjamin. This gives us a unique brand character and brings a sense of ownership to the brand.

He will be created as a 3D computer illustration by French artist Julien Tromeur (www.jt-book.com) and be provided in any pose of our choosing (for example holding a Pizza Box, Laptop computer, on a scooter etc), He can also wear any clothes we choose for him which is how we can ‘regionalise’ him and apply him to the franchise model. This theme also plays homage to a 1970s classic cartoon character called Mr Benn who visited his local costume shop and after changing would go off on an adventure appropriate to his costume. Much the same way Ben changes his appearance to match his circumstances. With the character being created as a 3D computer generated character we also have the in built capability to animate him which gives us yet another level to play with in the future - for example animated web projects, advertising, podcasts and local TV advertising.

The original identity will involve Ben dressed up as an American style pizza delivery boy and holding a Pizza box. So a red/white baseball cap, white T-shirt, black trousers and a puffy red gilet. We do this as this fits the majority of people’s perception of a takeaway delivery service (and also relates to the commonality of American style outlets such as McDonalds, Burger King, KFC etc). This image will form the basis for initial marketing including stationery, website and other marketing collateral. The red/white colour scheme also holds well for Boro as it is the colour of the Boro football team and so is embedded in the psyche of all those in the town and outlying areas.

As the business moves forward we will commission Julien to create Ben in different poses to reflect our plans for advertising and marketing. So perhaps Ben holding a laptop up to highlight the online aspect of the service and so forth.

14 March 2009 | Boro Takeaways Online Ltd

As we delve into the realms of franchising and gourmet deliveries, Ben can change his attire accordingly so for toontakeaways.com he can ditch his red and white pizza kit for a black and white one. For the gourmet delivery he can then put on his waiter outfit.

All this gives Ben infinite possibilities while remaining the one person, or identity of the company. With him being a ‘character’ people will have more of an affinity with him and grow to like him. We may also mirror Isaac Benjamin’s upbringing with marketing offers for the company. So for example have a birthday offer on 1st October perhaps. This gives us as design and advertising professionals, a wealth of material for future advertising and marketing strategies and also gives the people of Middlesbrough a ‘story’. And as the saying goes, ‘everybody loves a good story’.

Ben in different poses and - ideal for different (and specifically targeted) promotional and advertising campaigns.

borogourmet.com delivered • online Ben as a waiter for the gourmet delivery arm of the business

15 March 2009 | Boro Takeaways Online Ltd

Samples of Work By Julien Tromeur

www.jt-book.com 16 March 2009 | Boro Takeaways Online Ltd

The Website (borotakeaways.com) As the website is the heart of the business it must be slick, professional and eye-catching. But above all it must be simple and intuitive. It must guide the customer through the relevant stages easily and without fuss culminating in an experience that makes them want to use us again.

The back-end systems (underlying web code and systems) must run perfectly, consistently and without fail to enable the front-end (user interface) to work well. The design must reflect the brand identity in the shape of white background space, the Ben character, and a red/white theme. The design elements we can leave to the web developers (creative freedom will yield better result) but we have provided a preliminary design as a base from which to build upon.

Proposed Home Page Design http://www.borotakeaways.com

Login

News

FAQ

Own a takeaway?

Customer Testimonials

borotakeaways.com delivered • online

1

Website Feedback

Need delivery drivers?

delivered • online

Order a local takeaway online in 3 easy steps...

1

1. Choose a takeaway...

Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Italian (Pizza/Pasta) Chinese

2

Indian American

view menu

Al Forno ★ ★ ★ ★ ★ OPEN for deliveries 45 mins waiting time

3

Collection

view menu

Pizza Pan ★ ★ ★ ★ Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Enter Postcode

Search

Sponsored Listing

Italian Takeaway & Pizza

Delicatessen

Delivery

Joe Rigatonis ★ ★ ★ ★ ★

4

view menu

Munchies ★ ★ ★ Italian Takeaway & Pizza

Download our New Iphone App!

Home | About Us | Contact | Site Map | Terms & Conditions | Privacy Policy

Boro Takeaways Online Ltd. Registered Office, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. ©2009 Boro Takeaways Online Ltd.

How the Newcastle branch website could appear Login

News

Own a takeaway?

Customer Testimonials

toontakeaways.com delivered • online

1

Website Feedback

Need delivery drivers?

delivered • online

Order a local takeaway online in 3 easy steps...

1

1. Choose a takeaway...

Chinese Indian American

OPEN for deliveries 45 mins waiting time

2

OPEN for deliveries 45 mins waiting time

Collection

3

view menu

view menu

Pizza Pan ★ ★ ★ ★ Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Enter Postcode

Search

Sponsored Listing

Al Forno ★ ★ ★ ★ ★ Italian Takeaway & Pizza

Delicatessen

Delivery

Joe Rigatonis ★ ★ ★ ★ ★ Italian Takeaway & Pizza

Italian (Pizza/Pasta)

4

view menu

Munchies ★ ★ ★ Italian Takeaway & Pizza

Download our New Iphone App!

Home | About Us | Contact | Site Map | Terms & Conditions | Privacy Policy

Boro Takeaways Online Ltd. Registered Office, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. ©2009 Boro Takeaways Online Ltd.

17 March 2009 | Boro Takeaways Online Ltd

http://www.borotakeaways.com

24

Login

1

News

FAQ

Own a takeaway?

2

23

3

Customer Testimonials

Website Feedback

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5

Need delivery drivers?

6 7

borotakeaways.com delivered • online 22

1

delivered • online 8 9

Order a local takeaway online in 3 easy steps...

1

1. Choose a takeaway...

Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Italian (Pizza/Pasta) Chinese Indian American

2

10

view menu

12

Al Forno ★ ★ ★ ★ ★ 11

OPEN for deliveries 45 mins waiting time

Collection

3

view menu

Pizza Pan ★ ★ ★ ★ Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Enter Postcode

Search

Sponsored Listing

Italian Takeaway & Pizza

Delicatessen

Delivery

Joe Rigatonis ★ ★ ★ ★ ★

4

view menu

Munchies ★ ★ ★ Italian Takeaway & Pizza

13

14

15

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Download our New Iphone App!

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Home | About Us | Contact | Site Map | Terms & Conditions | Privacy Policy

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Boro Takeaways Online Ltd. Registered Office, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. ©2009 Boro Takeaways Online Ltd.

1. Login / Logout For both registered customers and takeaways to login. Upon click then window 11 will change into a login screen asking for both username (email address) and password and whether user is a customer or takeaway. Once the takeaway sign is completed they will be redirected to a secure control panel system where they are then able to amend/add their details. This could be menu listings, prices, address and opening times.

2. News Upon click the news listings will appear in window 11. Such articles could include new takeaways signups, new offers or services, or a general update to the site. Could also be used for recruitment purposes.

3. Own a Takeaway?

Upon click a short introductory passage will appear in window 11 showing the advantage of signing up to the system. At the bottom of the passage they will then be given the option to complete an application online or download a PDF application form for completion and sending back to us. As we delve into the delivery aspect of the business then the title will change to “Own a Takeaway or Restaurant?” as we will be able to offer a delivery service for those that don’t have one.

4. Customer Testimonials Upon click Customer comments on the website will be listed in section 11.

5. Website Feedback Upon click a form will appear in section 11 allowing visitors to leave comments on the site. This allows us to keep our finger on the pulse and see what services people want to see as well as things about the site that they don’t like or we can improve upon.

18 March 2009 | Boro Takeaways Online Ltd

6. Need a Delivery Driver?

Although not on the first incarnation of the site, once we commence a delivery service then this will be added accordingly. Upon click a short passage will appear explaining how our delivery system works followed by a form allowing them to register their interest. We can then arrange a meeting to discuss the service in more detail.

7. Protx Payment Gateway (http://www.protx.com/) Protx provides secure online credit and debit card payment solutions for thousands of online and mail order businesses across the UK. They are one of the largest independent Payment Service Providers in the UK. Their solutions offer customers exceptional value for money without compromising on the level of service and functionality that they provide.

Although there are several payment gateways to choose from (http://www.websiteowner.net/index.php/ Payment-Gateways/uk-payment-gateways.html) including Paypal, Google Checkout, Nochex, World pay, and SECpay, Protx supports all major banks in the UK. As we considering Bank of Scotland as our bank then it makes sense to go this route. The transaction charges are also very competitive: 1. £20pcm: Small Business Service - Less than 1000 transactions per month 2. 10p per Transaction: Corporate Business Service - More than 1000 transactions per month Other Protx Features include: • All major card schemes are supported • Real-time or batch authorisation • Delayed settlement, repeat and refund options • Multi-currency payments • Mail order Telephone order system is included with our ecommerce products • Fully customisable payment pages • Real-time reporting • 7 days a week support • Maximum security of transaction processing and data storage • Extensive fraud screening options including: 3rd Man, AVS, CV2, Verified by Visa and MasterCard SecureCode 8. Paypal Pro (www.paypal.com) Another option for the Payment Gateway is Paypal. Generally, Paypal is the cheapest if you go for their option called “Paypal Standard”. If you need to be able to take card details over the phone (card holder not present) as well as via your web site then their option called “Paypal Pro” is also a good option.

However, with “Paypal Pro” you pay a £20.00 monthly fee which is the same as Protx.

9. Thawte Security (http://www.thawte.com/) The Thawte Trusted Site Seal is a visible, real-time assurance of trust letting our Website visitors know in an instant that the site is protected by one of the most trusted digital certificate providers on the Web. Once an e-business has obtained a Thawte SSL certificate, thawte supplies the customer with the thawte Trusted Site Seal to upload onto their website. By clicking on the Thawte Trusted Site Seal, visitors will get real-time confirmation of the validity of the certificate on the web server that they are connected to.

10. Order Window This section of the site centres mainly around the order process. For example it has the order criteria selections (i,e Chinese, Indian, Postcode etc) and once you start adding to the basket from the menu then this section will show the progress of the order and any other relevant information.

19 March 2009 | Boro Takeaways Online Ltd

Login News

Need delivery drivers?

Own a restaurant?

Customer Testimonials

News

Own a takeaway?

Website Feedback

Customer Testi

NEW! Drink delivered

borotakeaways.com keaways.com

11. Information Window This is the target area for most of the changing content and navigational links of the site. This enables the site to remain consistent and brand delivered oriented. On the• home page of the site this Information window will online show takeaway and restaurant adverts (free upon sign up thereafter charged £19.99 per 1000 impressions) delivered • online delivered • online as well as new offers, news flashes and anything we want to impart on the customer (a). Once the search is in progress then the adverts are replaced with a listing of the restaurants within the customers catchment nline in 3 easyarea steps... (b),Order a local takeaway online in 3 easy steps...

11 a

1

..

1. Choose a takeaway...

b

1

Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Italian (Pizza/Pasta)

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Chinese

2

Indian

2

ndwiches)

3

ection

Search Menu Details

view menu

Al Forno ★ ★ ★ ★ ★ OPEN for deliveries 45 mins waiting time

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d

view menu

Pizza Pan ★ ★ ★ ★ Italian Takeaway & Pizza

OPEN for deliveries f 45 mins waiting time

Enter Postcode

4

c Sponsored Listing

Italian Takeaway & Pizza

American

Enjoy the elegant Delicatessen range of food from Joe Rigatonis in the comfort Delivery Collection of your own home

Joe Rigatonis ★ ★ ★ ★ ★

4

Munchies ★ ★ ★

view menu e

Italian Takeaway & Pizza

Download our new New Iphone App!

(c) Shows the top listing in a gold colour as opposed to the red for the rest of the listings. This is due to it being a ‘sponsored listing’. For £9.99 a month any restaurant can have their takeaway come amongst the to 4 listings on a search relevant to their category. 4 listings Home being |the limit we envisage About Usas| Contact | Site that Map being | Termsthe & Conditions | Privacy Policy Home | About Us | Member Login | Join Us | Contact | Site Map | Terms & Conditions | Privacy Policy limit in view at any one time. The remainderBoro of Takeaways the listings willLtd.beRegistered in orderOffice, of ratings to North lowest) Online 10 Sutton(highest Road, Thirsk, Yorkshire YO7 1DJ. ©2009 Boro Take Boro Takeaways Online Office,of10ratings Sutton Road, Thirsk, North Yorkshire 1DJ.ratings ©2009 Boro Online Ltd. andLtd. in Registered the absence in alphabetical order.YO7 The forTakeaways the takeaways can only be added by Developed by eDreamz someone who has purchased from them through the system. (d) Is the link taking you to the menu listings for that restaurant. On this subsequent page there is also links to Info and Reviews. The information section will include the following information: 1.

2.

3.

4.

5.

6.

7.

Name of the restaurant with logo Address Small description Minimum delivery order amount Status (open or closed at that particular time) Ratings Option for reserving a table

As for the menu itself it will show listings of various meal types like Starter, Main Meals, and Desserts. On click of meal type all the items of that particular meal type will be displayed. There is also a search box so you can type in the name of the dish you want. The user can then select food items for delivery. The amount and detail of his order will be available all the time in the left pane (10). User can then lick on finish and proceed to Login/Register page. If the customer already has a login they complete that section.

If not then they need to go though the registration process before the order can be fully processed 20 March 2009 | Boro Takeaways Online Ltd

On confirmation page the user will see their registration details (Address, telephone) along with Collection/Delivery, Time of Collection/Delivery, and the food order. Once confirmed then the user will be redirected to the Secure Protx payment page.

NB: User will have to register before they can receive deliveries. After completing the form a mail will go to them. User will have to activate his account (first time) to use the services from the website.

12. ‘Ben’ Brand Character and Identity Ben is the brand identity of the company and as such is the main focus on the website and any promotional materials. We are getting the base character designed as a Pizza delivery boy but will eventually get additional poses commissioned and even animated versions as he is a fully ‘rigged’ 3D computer generated character. As such the image on the site can change accordingly reflecting new offers or just topical subjects. This helps to give interest and change to the site, rather than remaining static.

13. Teesside Hospice Charity (http://www.teessidehospice.org/) “The majority of care Teesside Hospice offers to patients, families and carers focuses upon pain and symptom control, but we also provides respite admissions.” With a local ‘flavour’ to the site then supporting a regional charity seems a commendable way to help the community. We will contribute 5p of every order to the charity.

14. MacMillan Cancer Support (http://www.macmillan.org.uk) “We exist to help improve the lives of people living with cancer and their families and carers. 1 in 3 of us will get cancer and we are all affected. We are a source of support. We are a force for change. We are Macmillan.”A charity close to the heart of Stephen to which we will also contribute 5p of every order.

15. Home Upon click takes the user back to the borotakeaways.com homepage 16. About Us Upon click, background information on the director’s of the company, their history and the beginning of this venture appear in window 11.

17. Contact Upon click, window 11 will show contact details including phone number, address, email and contact form. The phone number will be a revenue generating 0844 number, which has the added benefit of being easily relocatable due to the ability to forward to any landline telephone number.

18. Site Map Upon click, window 11 will show all parts of the site as textual links.

19. Terms & Conditions Upon click, window 11 will list the terms and conditions in relation to the website.

20. Privacy Policy Upon click, window 11 will list the Privacy Policy and Data Protection guidelines in relation to the website 21. iPhone App Eventually we will be looking to develop an iPhone app which allows registered users to order quickly, and more efficiently via their iPhone. As other mobile platforms grow into this market then we will add these to the site 22. Website header (fixed) This is part of the brand identity and so is a fixed part of the site 23. FAQ Thise will list Frequently Asked Questions with regards to the website and the associated answers.

21 March 2009 | Boro Takeaways Online Ltd

24. ‘AddThis’ Button From addthis.com: “Launched in September 2006, AddThis is the #1 bookmarking and sharing button on the Internet. AddThis has become the standard button for bookmarking and sharing.

The AddThis button spreads your content across the Web by making it easier for your visitors to bookmark and share it with other people, again... and again... and again. This simple yet powerful button is very easy to install and provides valuable Analytics about the bookmarking and sharing activity of your users. AddThis helps your visitors create a buzz for your site and increase its popularity and ranking.

AddThis is already on hundreds of thousands of websites including SAP, TIME Magazine, Oracle, Freewebs, Entertainment Weekly, Topix, Lonely Planet, MapQuest, MySpace, PGA Tour, Tower Records, Squidoo, Zappos, Funny or Die, FOX, ABC, CBS, Glamour, PostSecret, WebMD, American Idol, and ReadWriteWeb, just to name a few. Each month our button is displayed 20 billion times.”

By adding this valuable tool to our website it makes it easier for us, our friends and family to share the borotakeaways.com site on Facebook and Myspace (and others that may be relevant). This will help generate initial awareness of the site and hopefully subsequent customers who do order from the site will opt to share it also. Generating effectively a word of mouth effect on local internet channels.

22 March 2009 | Boro Takeaways Online Ltd

Order Process Once the customer has finished adding items to their basket and is ready to submit it for processing, they will then chose whether to pay by Credit/Debit Card or by Cash on Delivery. If by card then they will be redirected to a Secure payment window and asked to enter their card details which will then be submitted for processing. Once confirmed they will be redirected to the original page which will notify them that the order has been successful and that a copy of the order has been sent to them and the takeaway for processing. This will be the same page that will appear when the customer selects Cash On Delivery.

The order will have the customers name, order, address, telephone number, whether they have paid by card or be paying Cash On Delivery and the time they want the order. The order will also be retained in our system so we can issue reports at the end of the week, fortnight or month detailing the commission amounts and payment received on behalf of a takeway. This will then enable us to calculate how much to deposit into each takeaway’s account (if we’ve take money on behalf of them) or how much commission to bill them for (if payment is sent direct to the takeaway).

The flowchart diagram below shows the typical order stages:

Customer completes order and is ready to confirm payment

Card Payment or Cash?

Cash

Card

Customer is redirected to Secure Payment screen (Protx / Paypal)

Payment process is cancelled. Customer can start process again and elected to pay with another card or Cash

No

Payment Accepted?

Yes Order is confirmed and an email receipt is sent to customer and takeaway

Transaction history kept on the system for Admin to retrieve reports each week, fortnight or month for the purpose of billing takeaways (in the case of Cash On Delivery) or for issuing invoices/ receipts for commission retained

23 March 2009 | Boro Takeaways Online Ltd

Sending the order to the Takeaway and Restaurants One issue that may be of concern is how the order is sent through to the takeaways. Email for the customer is fine as they have ordered online and registered with an email address. However some takeaways may not actually have internet access on site.

In such cases we can provide a solution in the form of a fax order which should be within the realm of most of the takeaways. One plus with sending faxes is that it will immediately be noticed by staff at the other end whereas emails may sometimes be overlooked. The issue with faxes is of course phone charges come into play. Using a service like Interfax (http://www.interfax.net/en/user/uk-form-to-fax.html) would cost us £7.50 per month and 4.4p per outbound fax as opposed to email forms which would cost nothing. However at a minimum order of £10 and commission from that of £1.00, 4.4p would represent just 4.4% of our commission per order going towards the cost of a fax transmission.

There is also the option of web form to SMS (http://www.txt4ever.com/) so this can be sent to a mobile on site or even to a fax machine with integrated SMS facility (such as a Samsung SF-360).

As Boro Takeways grows we may even contemplate giving the takeaways mobile broadband free of charge (could even be an introductory offer later on down the line). However at a present cost of circa £10 a month (http://www.top10-broadband.co.uk/compare/cheap_mobile_broadband/) we would need to ensure it is financially viable to do so. For example using the fax costs as a comparison, it would take 227 orders pcm @ 4.4p to reach that £10 mark. On the plus side 227 orders a month means a minimum commission income of £227 (based on minimum order of £10) As such we intend to offer the option of the orders being emailed, faxed or texted (SMS) to the takeaways from the outset. The takeaways will be able to specify either option on their CMS (Content Management System) for their part of the site which will be instantly applied. It also means when they do upgrade their systems to email then it is just a matter of selecting email as their preferred order medium which will me activated immediately and applied to all future orders. Another benefit is that if for any reason their computer system is down then they can revert back to fax/SMS if need be.

By EMAlL Email the most effective method as there are no call charges to send the order to the takeaways as with fax and SMS. Many of todays mobiles and PDAs can also be configured to accept emails.

By SMS

By FAX

The Samsung SF-360 also has in built SMS messaging facility so can also print incoming Text messages. These are also a very cost effective solution at £38.

SMS printer - allows you to insert a mobile sim card to print out SMS messages http://www.smsprinter.co.uk 24 March 2009 | Boro Takeaways Online Ltd

Order content Will be in the form of an email from borotakeaways.com and will include the customer’s details as per registered with borotakeaways and the specific order details as follows: 1. Customer Name 2. Customer Email Address 3. Customer Address 4. Customer Telephone (for queries on order) 5. Order Items 6. Order Sub Total 7. Delivery Charge 8. Payment Type (Cash on Delivery or Card) 9. Delivery or Collection 10. Delivery Time 11. Extra Delivery Instructions 12. Any Other Requests 13. Takeaway Name 14. Takeaway Address Secure Payment Processing (When paying by Credit/Debit Card) Perhaps the most complex task of the whole venture is the payment process between customer and takeaway. With us effectively acting as a third party between them, then there are many different options to consider, each with their own advantages and disadvantages.

The system needs to satisfy all three parties - that is the customer, the takeaway and of course us. Coming up with a solution for that in itself is difficult, but coming up with one that also works via the internet and is fully automated makes an already difficult task somewhat harder.

By understanding what each party wants from the payment and order system we will get a better idea of how to proceed.

What the customer wants: 1. Secure payment process 2. Easy payment process 3. Reliable payment process What the takeaway wants: 1. Immediate notification of payment 2. Money directly deposited to their bank 3. Easy payment process 4. Reliable payment process 5. Secure payment process What we want: 1. A system that satisfies the majority of takeaways 2. A system that can for the most part be automated 3. A system that is tax efficient 4. Easy payment process 5. Reliable payment process 6. Secure payment process Looking at the above it seems that the 3 main aspects for us to consider is that the system is secure, reliable and easy for all parties to maintain.

25 March 2009 | Boro Takeaways Online Ltd

Option 1: The payment details are sent by PGP encrypted email to the takeaway (http://www.comodo. com/products/certificate_services/email_certificate.html) and the takeaway can then open the encrypted email via a secure key (provided by us) at their end. The takeaway then enters the details on their PDQ machine (as a customer not present transaction) and payment is paid into their account. Once confirmed the takeaway can then process and deliver the order accordingly. If there are any issues with payment then the takeaway has the phone number of the customer from the original order sent through. The advantage of this system is that we do not receive monies ourselves and instead act as a gateway between the customer and the takeaway. That way we just bill the takeaways for our commission on a monthly basis.

The disadvantages being the security aspect (the email method is against most banks terms of services) and whether we could utilise payment gateway to act on our behalf.

Option 2: The payment is sent direct to the takeaway’s Paypal account. The advantage of this system is that we do not receive monies ourselves and instead act as a gateway between the customer and the takeaway. That way we just bill the takeaways for our commission on a monthly basis. The disadvantages is that their will be few takeaways with a Paypal account (so they would need to sign up) and also the transaction commission on Paypal is quite high.

Option 3: Set-up a individual Payment Gateway for each restaurant owner: This would involve integrating all manner of payment gateways into the site such as PayPal, Protx, Nochex, Worldbank, and SECPay to count a few. The advantage is again that money does not travel through our account and the disadvantages are that although possible, it is an expensive option (more than doubles the cost of the web development) and there are more chances of conflict and problems occurring Option 4: Go for one payment gateway account for Boro Takeaways (i.e Protx/Paypal or both), all the payments will go to that account only and payment settlement can happen with restaurants owners on a weekly, fortnightly or monthly basis. The advantages are that it is simple, reliable, secure and cost effective.

The disadvantage is that the money travels through out account (so more issues with regards to Tax/VAT) and the takeaways don not get their money straightaway.

Review of Options Having looked at and discussed the options with various web developers it seems option 4 is the best compromise. Option 1 although initially seemed the best route, is fraught with security issues. Option 2 would mean having the takeaways sign up to Paypal and also cost us dearly on transaction charges.

Option 3 although feasible is difficult to setup (therefore costly) and will also involve future web development costs in integrating new payment gateways.

Option 4 is simple in it’s execution, and although it involves payment being passed through the company, by working with out accountant’s and tax advisors we should be able to minimise the impact of this (mainly additional paperwork involved). As long as we have a contract in place with the takeaways they should be confident that we settle our accounts on the agreed date, minus our commission charges. There is always the option however that the takeaway can choose not to accept the card payment route and instead only opt in to Cash-on-Delivery, this would result in lost sales for them but nevertheless it helps them to trust us as payment is sent straight to them and we can subsequently bill them for the commission payments at the end of the month. They always have the option of transferring over to card payments at anytime.

On further research into the UK competition, it seems that e-resistible, urbanbite and hungryhouse follow this same payment process, so confirms to us that this is the best way (at present) to proceed. But by working with takeaways and keeping out eye on nascent web technologies that could be introduced to improve operations we hope to keep one step ahead of the competition.

26 March 2009 | Boro Takeaways Online Ltd

Reporting and Billing Systems With a mixture of Credit/Debit Card payments being taken through our account and some Cash-onDelivery sales going straight to the takeaway there is the small matter of reconciling the commissions and payments to the takeaways and ourselves accordingly. Also the takeaway delivery charge is not liable to the 10% commission charge.

Taking the following examples we can see how two different scenarios can result in two differing outcomes Example 1 Total Weekly sales including Delivery Charges = £100 This could break down as follows: 1. £60 Card Payments taken by BT 2. £33 Cash Payments taken by Takeaway 3. £4 Delivery Charge taken by BT (Card) 4.£3 Delivery Charge taken by Takeaway (Cash) Commission income = (£60 + £33) x 10% = £93 x 10% = £9.30.

We have taken £64 on behalf of the Takeaway via Card payments which means we need to pay the takeaway £54.70 via BACs or Cheque.

Example 2 Total Weekly sales including Delivery Charges = £100 This could break down as follows: 1. ZERO Card Payments taken by BT 2. £93 Cash Payments taken by Takeaway 3. ZERO Delivery Charge taken by BT (Card) 4.£7 Delivery Charge taken by Takeaway (Cash) Commission income = £93 x 10% = £9.30.

We have taken nothing on behalf of the Takeaway via Card Payments which means the takeaway needs to pay us £9.30 in commission fees.

What we need therefore is a reporting system that enables us to see what we owe the Takeaway or what we are owed by the Takeaway on a weekly, fortnightly or monthly basis. And also an invoicing / credit note system that reflects the variance of the system and keeps the books in order for accountancy and tax purposes.

Perhaps it may be as simple as sending the Takeaway in Example 1 a receipt (i.e Invoice with paid stamp) along with report of monies taken on their behalf and credited to their account. Example 2 would be an invoice for the £9.30 which they will be required to pay.

There is the small matter of VAT to be accounted for in all the above calculations (as hot-food is a vatable product) plus with us processing money on behalf of the takeaway it is likely we would reach the VAT threshold (£67k) sooner rather than later. This and the invoicing systems is something that would need to be discussed in further detail with our accountant.

27 March 2009 | Boro Takeaways Online Ltd

Back End Administration Features: 1.CMS for Takeaways & Restaurants: On order to ease administration on our part and provide the takeaways and restaurants with a way of changing any of their details instantly. A secure login (email address) and password will be provided so that they can access their information and menu details via a CMS (Content Management System) and change them accordingly.

The Takeaway Management system should enable them to add/edit/delete the following: a. Description of Takeaway b. Opening Times c. Delivery Time d. Minimum Order e. Delivery Cost f. Accepted Payment (Cash/Card/Both) g. Delivery Radius h. Meal types (eg. Starter, Mail meal etc.) i. Menus (eg Tandoori Selection, biryani Dishes etc) under meal type j. Menu items (brah cabab, Sula salmon etc.) with detail description and price 2.CMS for Boro Takeaways Ltd (Admin) As site owners we would require the ability to manage the following aspects of the site a. Change username and password for takeaways b. Add/edit/delete all required postcodes in the system c. Add/edit/delete cuisines like Chinese, American, Indian Etc d. Add/edit/delete a restaurant and all required information of that restaurant and can associate that restaurant to one or more than one postcode. Admin can associate that restaurant with the Cuisine type as well. e. Edit the News, Own a Takeaway, Customer Testimonials, Need Delivery Drivers, About Us, Terms & Conditions and Privacy Policy page contents f. Add/edit/delete web banner adverts and links to the respective takeaway/restaurant menu g. Define/edit rule from for top 4 listing of restaurants on any of the search criteria. h. Have a order module so that we can create report based on parameters like Today order, orders in this week, order in this month, orders by takeaway, or between some data range

28 March 2009 | Boro Takeaways Online Ltd

Web Companies in the Frame We are currently in discussions with several web development companies, in a bid to see how they work, whether they can implement all the features and if they can help secure funding. At the moment we have a shortlist of three. With a couple of other backup options. These are as follows:

1

1. Neoteric UK Ltd http://www.neotericuk.com

2

3

2. NE-Web http://www.ne-web.com 3. Visualsoft http://www.visualsoft.co.uk

4. ISHIR Digital http://www.ishirinc.com/

5. Web Creation UK http://www.webcreationuk.com

29 March 2009 | Boro Takeaways Online Ltd

Competitive Business Strategy (& SWOT Analysis) The Internal Strengths and Weaknesses of the business and the External Opportunities and Threats, can be summarised as follows: Strengths: • Directors have extensive experience in field of design and advertising • Directors are native to Middlesbrough and so understand the market • Directors have extensive business experience - ran own businesses for last 10 years • One Director has over 30 years sales and marketing experience for big brand names • Business has minimum overheads (hosting and advertising being the main ongoing costs) • Ability to grow without need for employees and premises (at least initially) • No requirement to draw wages or dividends as income already generated from other business • Capturing two growing markets (takeaways and internet) • Excellent capacity for growth • Regional target market • Unique and adaptable brand identity • 2 separate income streams (commission and advertising income) Weaknesses: • Similar companies and services targeting the whole of the UK • Expensive startup costs for website Opportunities: • Business model that can be easily franchised • Excellent spin off services - gourmet, delivering food and drink (in alcohol and tobacco) • Website funding to grow organisation • Helping the disadvantaged (hard-of-hearing) to start up businesses • Working with students at local educational establishments • Ability to increase passive income through Membership/subscription fees and affiliate schemes Threats: • UK Competition • A Similar ‘local’ based website offering the same service • Local takeaways offering their own online service

30 March 2009 | Boro Takeaways Online Ltd

Competitors in the Marketplace

http://www.curriesonline.co.uk/

http://www.e-resistible.co.uk/

http://www.eatitnow.co.uk

http://hungryhouse.co.uk/

http://www.just-eat.co.uk

http://www.mealtogo.com

http://www.ordertakeaway.co.uk/

http://www.urbanbite.com/

31 March 2009 | Boro Takeaways Online Ltd

Upon typing a Middlesbrough postcode into these websites, every one bar one yields no results. The only one that does is http://www.just-eat.co.uk but this has only six takeaways listed (Middlesbrough has 145 takeaways listed on yell.com) With regards to these websites the problem is that they are all national/international players and their market covers the whole of the UK. As such they cannot cover specific regions or towns in any detail. As for any advertising, all will be done on a national basis (if any). As we are reducing the market to the one specific area of Middlesbrough (and immediate localities) we can achieve maximum market penetration.

And with an identity that directly relates to Middlesbrough, people will warm to the company less so than a national ‘face’ less corporation. By also keeping work in the town and benefiting local charities it will enhance our community feel As designers and advertising professionals, with a wealth of local contacts we can advertise and promote heavily in our area as well as explore PR avenues etc. As such, we know in a matter of months (if not weeks) we can have our brand embedded in the psyche of our home town and the first place to which to go for online ordering. Something the ‘nationals’ simply cannot do.

We are also looking to set up our own delivery service (so deliver on behalf of our restaurants), and will also provide wine, beer and soft drinks which will be able to be ordered through the site.

We may even look to franchise the system, so we have a range of local websites each targeting their own regions and with a brand identity that again is tailored to their area as well as complementing our brand as a whole.

As such we are not fazed by the fact that there are 8 national players in the game. It is a telling story for us, as it shows it is a market so vast that it cannot be catered for by one major player.

Screenshot of takeaways registered with www.hungryhouse.co.uk. Notice that there are no takeaways registered in Middlesbrough, 1 in Newcastle and 5 in York. This is typical of the UK based online takeaway providers.

32 March 2009 | Boro Takeaways Online Ltd

Case Studies - UK Competition With 8 UK wide market players in the online takeaway industry, it is worth taking a closer look at two of the most recent incarnations to help gauge the potential of the online takeaway business. Note that these were launched in competition with the European market leader Just-Eat.com who entered the UK market in early 2006. Since launching in 2001 Just-Eat have become established in Denmark, United Kingdom, Netherlands, Sweden, Ireland and Iceland accounting for 4000 restaurants Hungry House (hungryhouse.co.uk) Hungryhouse.co.uk was the vision of Tony Charles and Shane Lake, and after a few years of developing the concept they launched the website in 2006. Since entering the Dragons’ Den to raise finance in late 2007, the company has opened a head office in Putney, London and an operations centre in Prague, Czech Republic and currently employ 16 staff.

In December 2008, they donated £8,309.10 to Action against Hunger. This was achieved by donating 10p for every order over £15 made through their website. By our calculations that means 83,091 orders over £15 which account for a minimum sales value of £1,246,365 ordered through their website. And of course this doesn’t account for sales below £15. At 9% commission that would have brought £112,173 of commission income to the business. And that of course doesn’t include orders placed between £10-15.

E-resistible (e-resistible.co.uk)* E-resistible was launched in May 2008 by three management students from the University of Warwick with the website being designed by ex-students of the University.

Within 3 months they had signed contracts with 65 takeaways covering all of Birmingham, Coventry, Leamington Spa, Gloucester and Cheltenham. In just over four months they had reached the landmark of 100 takeaways also covering Bristol, Bath and parts of London.

In December 2008 E-resistible won the Be Your Own Boss competition and gained national press attention with the independent which among other statements said “The judges were impressed that the company was trading profitably, and the business model was “scalable” – it has the potential to grow.” *http://blogs.warwick.ac.uk/e-resistible/

How this affects Boro Takeaways Looking at the above case studies and taking into account there are other UK wide players, it goes to show that there is a growing market in the online takeaway industry and that there is no one company cornering the marketplace. For example Just-eat.co.uk, who are the major players in both the UK and Europe have around 2000 takeaways registered with them in the UK. And with a recorded 29,566 takeaways and 26,148 restaurants in the UK in 2004* (will be more in 2008) that accounts for less than 4% of the market.

Therefore by focusing our website and advertising and promotional efforts on a regional and localised basis (a market we know instinctively), we can corner this market and make Boro Takeaways the online takeaway service of choice. By retaining a local service for local people, employing from the region and helping businesses and charities in the region we hope to capture the heart of Middlesbrough & Cleveland. *http://www.outofhome.org/o_trends/foodservice_intell_data.pdf

33 March 2009 | Boro Takeaways Online Ltd

Analysis of Industry (Porters Five Forces)

Supplier Power In the case of BT our suppliers are the network of takeaways and restaurants we will introduce to the site.

With 460 in the Middlesbrough, Stockton-on-Tees and Cleveland area and a target of 20 in out first year to repay the startup costs we have a vast number available to us. The ability to substitute, again due to the number of suppliers available to us will not be a problem, and as we are effectively the middlemen only working on commission the effect of pricing structure will not affect us. The cost of changing suppliers is minimal as to introduce a new one costs less than ÂŁ5 which covers the secure email key in order to open encrypted emails sending payment information through. Our suppliers have little control over us as again we are the middlemen for their service and they will have competition vying to be a part of our website system.

Buyer Power As buyers are buying through us rather than from then price changes (more through competition between the takeaways) have no effect on the business model. The number of prospective buyers of our service include almost 197,600 households across the region. These are consumers rather the business buyers and as our service costs nothing more to them than buying from the takeaway direct (apart from perhaps a ÂŁ1.50 delivery charge eventually) they have no reason to switch to someone else. Plus on a local basis there is currently no competition offering online takeaway services Competitive Rivalry: At present there are 8 rivals in our field and they all target the whole of the UK Market. All the competitors have the capability to enter our market having fully functional website systems, but the national emphasis of their service means it would not be financial viable to focus their attentions on any one region. As a local concern, well aware of our market, and with the necessary design and advertising skills to capture this market we have a strong chance of success. Given that we are a regional business and focused only on serving that market and the community then customer loyalty will play a big part in our growth and success.

34 March 2009 | Boro Takeaways Online Ltd

Threat of Substitution Substitution of our service may involve takeaways themselves setting up their own website (or utilising a service such as The Online Waiter - see below) and online ordering service. However the costs for doing so may prove prohibitive - for example they would have to pay hundreds, if not thousands for the website and also continually advertise and promote the site for it to become financially viable. As we are effectively offering the service for all takeaways (thereby offering more choice to the consumer) then the rewards are far greater than any single outlet venturing into the online market.

Threat of New Entry Due to fairly high startup costs (£15k +) and implementing complex web technologies it is not a market that can be entered into lightly or easily. Even with the website technology in place and the systems up and running, there is a small matter of selling the service to our suppliers and in turn promoting the service to the consumers throughout the region. As advertising and design professionals our costs in promoting the service are vastly reduced as we don’t have to pay for design and advertising services - for which this project the prices could be as much as the website itself. Plus the development of the brand and identity is done in house. The ability to quickly adapt the design and advertising strategies ourselves should keep us ahead of any competition. Also thanks to local knowledge (the fact that both partners were born and live there) it means that competition from outside the area will find it difficult to appeal to the local community.

The Online Waiter - An option enabling takeaways and restaurants to venture into the market themselves.

35 March 2009 | Boro Takeaways Online Ltd

Marketing Strategy Selling the Proposition to Local Takeaways and Restaurants The key aspect of the business is to persuade local takeaways to sign up to be included on the borotakeaways.com website. Once we have a range of takeaways on board then the prospect of promoting the business to consumers becomes a lot easier. The benefits for a takeaway in signing up to the service are as follows: a) Provides them with an online web presence complete with full menu and prices b) We process all card details and subsequently deposit the money into their bank account via BACS or cheque (if so preferred) c) Expanding awareness of the takeaway through our own regular advertising and promotion of the borotakeaways.com service d) No sign up fees and packages starting from as little as 10% commission on online sales e) Free advertising on the site for one month, and advert will be designed by us free of charge Other aspects that will be introduced down the line: f) Delivering the food for them free of charge (cost is passed to the customer) g) Covering the whole borough of Middlesbrough so expanding their current target market So all in all the takeaways will get online web presence, the ability to sell their takeaways online, free advertising on the site, expanded coverage, free delivery driver/support, and the benefit of us advertising the service extensively throughout the ‘boro’. All this for a 10% commission on their sales, so they only pay us when they actually make a sale. Given that this enhances the takeaways service and allows them to grow, and they do not pay anything unless they sell online then it is a very sellable proposition that most will snap up.

First Contact with the Takeaways There are a variety of ways of initiating contact with the takeaways in a bid to get them interested in the service. These are as follows: a) Obtain a database listing from selectabase.co.uk for all the takeaways in the region and send a letter/ DM (or information pack) explaining the service and inviting the to sign up or alternatively arrange a meeting so we can explain in further detail. Alternatively go to yell.com and go through listings. b) Cold calling in person to see the managers to present our proposition (keynote presentation on laptop) / leave business cards & pack. Can do this ourselves or employ an experienced salesperson (on commission basis) to sign up takeaways c) Utilise customers to recommend our service to their takeaway as owner/managers will tend to listen to them more (this will more likely to be used to recruit takeaways after launch) In the first instance we will probably go with sending through a DM piece and/or letter and then a follow up sales call to see if they are interested in signing up and whether they would like to see a representative to go through the system in further detail. This method will make it easier for the salesperson to follow up leads rather than cold-calling which can be seen as intrusive and forceful.

36 March 2009 | Boro Takeaways Online Ltd

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37 March 2009 | Boro Takeaways Online Ltd

Inside Left

About Us - Recently established by two local graphic designers (Stephen Ashworth and Daniel Pinkney) who have a real passion for food and developing business opportunities, Boro Takeaways fills a much needed gap in the Middlesbrough online takeaway market.

Boro Takeaways is the perfect vehicle to sell your products online. You get a fully editable online shop, we can process online payments on your behalf and the orders automatically get sent to you by fax or email. Plus with a range of FREE advertising services for your business as well as our own advertising and promotion of the service, Boro Takeaway could be your ideal advertising partner.

http://www.borotakeaways.com

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Order a local takeaway online in 3 easy steps...

1

1. Choose a takeaway...

Chinese

OPEN for deliveries 45 mins waiting time

2

Indian American

OPEN for deliveries 45 mins waiting time

Collection

3

9\e\Ôkj kf pfl%%% 1. Online menu - Have all your menu, prices, and opening times displayed on our site. We’ll even give you your own unique login and password so you can edit/add/delete aspects of the menu yourself. You can even add special offers at any time and it’s active on the system immediately.

view menu

view menu

Pizza Pan ★ ★ ★ ★ Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Enter Postcode

Search

Sponsored Listing

Al Forno ★ ★ ★ ★ ★ Italian Takeaway & Pizza

Delicatessen

Delivery

Joe Rigatonis ★ ★ ★ ★ ★ Italian Takeaway & Pizza

Italian (Pizza/Pasta)

4

view menu

Munchies ★ ★ ★ Italian Takeaway & Pizza

Download our New Iphone App!

Home | About Us | Contact | Site Map | Terms & Conditions | Privacy Policy

Boro Takeaways Online Ltd. Registered Office, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. ©2009 Boro Takeaways Online Ltd.

Xe[ kf pfli :ljkfd\ij 1. See your menu online - No more rooting for those printed menus in drawers. The can access your latest menu online.

2. Special offers - customers can see your ‘dish of the day’ or special ‘online’ offer. These will even be sent to them through our email newsletter.

2. Online ordering - Enable customers to order from you online, once order has been completed 3. Pay by card online or by cash on delivery - If you wish we can process cards on your behalf. on site you will receive a fax or email straightaway This is beneficial if the customer doesn’t have any with full details of the order (we can even provide cash handy to pay for the order. Alternatively you you with a free email address). Order will also tell can go the cash on delivery route. Or even both, you whether customer has paid by card or will giving the customer the choice. Note that we will pay cash. Everything is in writing - no errors with have several protocols in place ensuring optimum regards to addresses, order details as you may get security when placing orders. with phone orders.

3. FREE advertising - Get free prime spot advertising on the site for a month plus a free Google Adwords advert which will run as long as you are with Boro Takeaways. You will also be provided with your own URL that you can use on your own promotional material directing visitors straight to your online menu. If you have any special offers we will even include them in our monthly email newsletter campaign going to all customers who have registered and signed up.

4. Customer feedback - See what customers think of your service. A valuable tool to help grow your business.

5. Local one-to-one support - We’re local guys and based in Middlesbrough so are on hand to solve any problems with regards to maintaining your account.

4. Ability to specify a delivery time - The order process also enables a customer to order for a specific time so for example can place an order at 5pm to be delivered between 9-10pm. Ideal if they are travelling home from work for example.

5. Tailored orders - Customer can tweak their orders accordingly via an ‘extra comments’ box. ie no salad, or pepperoni etc.

38 March 2009 | Boro Takeaways Online Ltd

Inside Right

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Thereafter if no one purchases from you online, then it costs you nothing. So if you don’t sell anything through the website, you don’t pay.

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If however you do sell something online then all we ask is for 10% of the sale price. So if you process an order for £15 via the website, then £1.50 would be payable to us (this also helps with website maintenance, updates and advertising costs). That’s it, no maintenance fee, subscription fee, minimum contract period, nothing. Plus you get free advertising for your business. * After launch a sign-up fee of £99+VAT will apply

Register your interest now and...

=i\\ 8[m\ik`j`e^ 1. Home page advertising - For the first month we will provide a static advert that will be shown at regular intervals on the home page of the site. http://www.borotakeaways.com

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Own a takeaway?

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JXm\ 00 2. Free Google Adwords advert - This will be active for as long as you are part of the site. If someone does an online search for your name in the region then depending on the search terms your advert may be listed. Once a user clicks on them they are directed straight to your menu on the borotakeaways site.

Order a local takeaway online in 3 easy steps...

1

1. Choose a takeaway...

Chinese Indian American

Italian Takeaway & Pizza

2

view menu

YOUR ADVERT Pizza Pan HERE OPEN for deliveries 45 mins waiting time

Collection

3

view menu

★★★★

Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Enter Postcode

Search

Sponsored Listing

Al Forno ★ ★ ★ ★ ★ Italian Takeaway & Pizza

Delicatessen

Delivery

Joe Rigatonis ★ ★ ★ ★ ★ OPEN for deliveries 45 mins waiting time

Italian (Pizza/Pasta)

4

view menu

Munchies ★ ★ ★ Italian Takeaway & Pizza

Download our New Iphone App!

Home | About Us | Contact | Site Map | Terms & Conditions | Privacy Policy

Boro Takeaways Online Ltd. Registered Office, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. ©2009 Boro Takeaways Online Ltd.

Fgk`feXc <okiXj 1. Home page advertising - After your free initial month you can book additional advertising at a cost of £19.99 per 1000 impressions 2. Priority Listings - Get your company into the top 4 search results listings in your respective category (see right illustration). Costs just £9.99 per month.

39 March 2009 | Boro Takeaways Online Ltd

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N`k_ -, f] LB _flj\_fc[j efn fec`e\# ZXe pfl X]]fi[ efk kf Y\6 With 38,350 households online in Middlesbrough and 128,440 covering Cleveland there is a vast and untapped Takeaway market out there. With an average of £3.80 per week spent on takeaways per household that’s a market of £7.5million a year in Middlesbrough and £25.4 million a year in the Tees Valley as a whole.

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The fast food home delivery specialist is defying the credit crunch - serving 900,00 new customers last year.

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For each order £15 or over we will donate 5p to each of the above charities.

Mr Moore said: “People are coming to us as they are going out less than they were a year ago. We look at around 500 potential sites a year and there’s a lot more pubs coming on the market.”

Profits at Dominos rose 24.7 per cent to a record £23.4 million in 2008 on revenues of £350.8 million - up 18%.

Internet orders surged 74% .

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Boro Takeaways Online Ltd T/A borotakeaways.com. 10 Blackthorn, Coulby Newham, Middlesbrough TS8 0XD Registered Office: 80 Borough Road, Middlesbrough TS1 2JN

40 March 2009 | Boro Takeaways Online Ltd

Initial Market research among local Takeaways In order to get some idea of takeaway signup we have approached a couple of prospects through Stephen Bytheway (Father of Daniel’s Fiance). Stephen has extensive experience in the catering and takeaway trade having owned a Sandwich delivery business and catering company and as such, has a network of contacts which he can approach. Having been in the industry 8 years he also knows what appeals to takeaway owners and also how best to sell the idea to them. So far he has been in contact with three owners of takeaway establishments in the Middlesbrough area...

1. Vall Senorita Pizzeria, 17B Viewly Centre, Hemlington (Tel 01642 576666) (also owns another 14 Takeaways throughout Teesside) 2. Rafi The Masala Indian Take Away, 2, Kestrel Avenue, Middlesbrough, TS3 8EH (01642 252844).

Mr Chippy, 2, Kestrel Avenue, Middlesbrough, Cleveland TS3 8EH (01642 247520) Saffron Fast Food, 2, Kestrel Avenue, Middlesbrough, Cleveland TS3 8EH (01642 245442) 3. Hai Jun Welcome (Thai, Peking and Chinese Takeaway), 3 Holly Street, Norton, Stockton-on-Tees, TS20 1AW (01642 557468) Having spoken to all three of his contacts, all have expressed a keen desire to sign up to the service.

Facsimile seems to to be the method of choice for receiving orders (although Hai Jun would prefer email).

And there seems to be no issue with regards to the 10% commission and also us receiving payment on their behalf. Hai Jun actually welcomed it as it would reduce the lost income through hoax orders.

The above initial feedback accounts for 18 takeaways, all showing a keen interest in the service. And this is before the website is live and before they’ve seen all the future benefits for themselves and their prospective customers.

Our recent recruit to the team in Tony (Sales and Marketing Director) also involved approaching local takeaways one evening to complete a survey to get as much feedback as possible. The majority of the takeaways were interested in a possible online service and two were willing to pay a subscription fee of £30-40 per month which bodes well for our package setup and the opportunity to get regular income from the start. Details of these surveys can be found in the appendices section.

From such positive initial responses we are confident that we can sign up 20-30 takeaways pre launch which we believe will be enough to recoup the initial startup costs inside a year. However we believe that we can actually double that figure in the first 6 months quite comfortably as we then have a working website model to show them and we can also utilise the public to convince their local takeaways to sign up to the service.

41 March 2009 | Boro Takeaways Online Ltd

Promoting the service to local consumers Once we have takeaway on board and the system is up and running smoothly then we can start promoting the service to the Middlesbrough people. This can be done in a variety ways including 1. Public relations campaign (press releases) http://www.adessi.co.uk/ http://www.coolbluebrand.com/ 2. Gazette advertising 3. Online banner advertising (Adwords campaign) 4. Set up a Facebook and Myspace group 5. Mass leaflet distribution to residential homes 6. Regional TV advertising – Fri/Sat/Sun evening spots 7. Club sponsorship – children’s football team 8. Taxi advertising (cards/leaflet/vinyl Signage) 9. Advertising in Internet cafés & computer outlets 10. Company promotional material/gifts – i.e baseball caps. mugs, T-shirts (could be supplied to restaurants/takeaways) 11. Van livery (on Bytheway Stores van) 12. Outdoor advertising (buses, adshelters, bill boards) 13. Regular E-marketing / email newsletters to both registered users and new prospects 14. Advertising at MFC - ‘Redsquare’ programme and perimiter board advertising Initially due to a limited budget we will only be going down a few of these routes. As the income builds the we will be looking at stepping up the advertising until we get to a stage where we can afford regional TV advertising, where we will be able to utilise our animated Ben character. The initial advertising avenues used will be: 1. Setting up a facebook group plus utilising family and friends to spread the word via the AddThis tool on the website.

2. Press Releases - contacting the Gazette about the new venture and also highlight the charitable aspect of the venture (10p in every £15 order donated to charity) 3. Mass leaflet distribution to local homes 4. Taxi Advertising (cards and leaflets left with the drivers) 5. Google Adwords online PPC campaign 6. E-mail marketing to new prospects

42 March 2009 | Boro Takeaways Online Ltd

Sourcing a Sales Person Why is a Sales Person Important to Boro Takeaways Online Ltd? Salespeople are a company’s ambassadors to marketplace. They actively promote the company and its products and services. They are the front line between the company and its customers/suppliers, and are typically the driving force of revenues - top-line company growth. These employees have a direct impact on how the marketplace perceives their employer and its services.

With a sales person being the front-line of the business we are looking for someone who is friendly, approachable, professional and helpful. We do not like the hard-line approach as this can be intimidating and reflects bad on the company. Someone with a background in marketing and PR would be advantageous as would a good working knowledge or interest in IT. With our being a startup business, we cannot commit initially to employing a full time sales person.

However, recruiting on a commission basis would be a good way to get the ball rolling. It also gives the Sales Person some incentive to bring takeaways and restaurants on board. The more takeaways we have in the system come launch time the more widespread we can make the subsequent consumer advertising.

As a result response (and therefore sales) will be better.

Once the sales person has covered the Middlesbrough area, they can then start venturing further afield to Stockton-on-Tees, Ingleby Barwick, Coulby Newham, Guisborough, Stokesley. Although not part of Middlesbrough per se, they are too small to warrant their own site and so come under the Boro Takeaways banner.

Once we have covered the area as a whole there are two ways we can proceed. The first is that they end up becoming a relationship manager with the takeaways we have on board, working with them to promote new customer offers, getting feedback from them and general support. This enhances the value of our service and helps keep the takeaways happy. Another option would be that the sales person redirects their attentions to another area (say Darlington) and we set up a subsidiary/sister company called Darlo Takeaways Online Ltd and create a darlotakeaways.com website that mirrors the boro one, but which has a ‘local’ flavour. We may still have to appoint a customer relationship or account manager to support the takeaways registered to Boro Takeaways but with the possibility of a second stream of income from the Darlo site, we hope to have this covered.

As for sourcing a sales person for the job, that is probably the hardest part. If we get the right one then the company could get off to a flying start. However, get the wrong one and we run the risk of having takeaways not signing up to the service.

Stephen has a couple of contacts at the Middlesbrough Pertemps branch which he will approach closer the time and we also have a couple of leads on People Per Hour (http://www.peopleperhour.com) that we can contact (see examples in the appendices section). We may also have more options through family and business contacts.

Update 01/03/09 In searching for a possible sales person we have recently met with a friend and colleague of Stephen’s who has over 30 years Sales and Marketing experience for big brand companies (Findus, Kelloggs, Cadbury).

He has now been drafted into the the company as Sales and Marketing Director and is a 25% shareholder in Boro Takeaways Online Ltd. We also have father-in-law of Daniel, Stephen Bytheway, who has made initial contact with several takeaway owners who is willing to help source further takeaways and may be employed on a commission basis initially (as he is in full-time employment). Eventually he may become a customer relations manager dealing with takeaway owners on a day-to-day basis as and when required as the business begins to become more established.

43 March 2009 | Boro Takeaways Online Ltd

Consumer Advertising Campaigns What is Google Adwords?

AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.

The AdWords program includes local, national, and international distribution.

Advertisers specify the words that should trigger their ads and the maximum amount they are willing to pay per click. When a user searches Google’s search engine on www.google.com or the relevant local/ national google server (e.g. www.google.fr for France), ads for relevant words are shown as “sponsored links” on the right side of the screen, and sometimes above the main search results.

The ordering of the paid listings depends on other advertisers’ bids (PPC) and the “quality score” of all ads shown for a given search. The quality score is calculated by historical click-through rates, relevance of an advertiser’s ad text and keywords, an advertiser’s account history, and other relevance factors as determined by Google. The quality score is also used by Google to set the minimum bids for an advertiser’s keywords. The minimum bid takes into consideration the quality of the landing page as well, which includes the relevancy and originality of content, navigability, and transparency into the nature of the business.

Using the AdWords control panel, advertisers can also enter keywords, domain names, topics, and demographic targeting preferences, and Google places the ads on what they see as relevant sites within their content network. If domain names are targeted, Google also provides a list of related sites for placement.

How we will implement Google Adwords?

With Boro Takeaways being a localised service we can specify that it is targeted only to those within our catchment area (Middlesbrough and Cleveland). So for example if someone in Leeds were to search for ‘Takeaways in Middlesbrough’ an advert wouldn’t appear. However if they were in Middlesbrough then subject to on our keyword bid amount being sufficient, our chosen advert(s) will appear on the visitors search results as a sponsored link on the right hand side of the screen (see below).

44 March 2009 | Boro Takeaways Online Ltd

Our advert creative copy would start with the examples shown in the table below. Thanks to the google analytical tools you can track the success of the adverts and add/edit/delete adverts accordingly. Each advert also has a set of relevant keywords associated with it (i.e takeaway, pizza, online, Indian etc) so be experimenting with these then we can find the best performing adverts which will be the ones with the highest CTR (Click Through Rates).

With the ability to add an unlimited range of adverts to our campaign we can also create adverts for the takeaways we have on board. So for example if we have Pizza Pan as one of our suppliers we could draft the following advert and add it to our campaign. Then when people search for Pizza Pan (or any other takeaway on our system) they see the relevant advert. If they are interested they will click on it and be directed to the borotakeaways.com site where if they so desire they can then proceed to order from the takeaway online. This feature is another selling point to the Takeaways as we are actually paying to advertise their services online, without cost to them.

Calculating what our maximum CPC rate will be Of course as soon as someone clicks on any of the adverts we will pay a certain amount (anything up to our designated maximum CPC). In order to calculate what our max CPC should be there are a few variables to be taken into account. These are as follows: 1. Conversion rate This is the rate at which those visiting the site through an Advert actually go on to purchase. The average conversion rate for online retail is usually 2-5%. Given that we have a localised catchment area with little competition we believe that 5% is a fair appraisal.

2. Average sale value from site With a minimum order value of £10 in place and a commission rate of 10%, that means the minimum earned from any sale on the site is £1. With a predicted average of £15 this rises to £1.50 per sale.

So our maximum CPC using the above figures will be 5% of £1-£1.50 which is £0.05-£0.08. We will start off therefore at £0.05 CPC maximum and using Adwords analytical tools keep track of the success and click through rates of each advert. Using Google Analytics with e-commerce tracking will also enable us to calculate our conversion rate to see if it is above or below the 5% level and compensate accordingly.

45 March 2009 | Boro Takeaways Online Ltd

A5 Leaflet Distribution One of the most effective and cheapest forms of advertising is leaflets or flyers). We will be targeting local residential homes and have them distributed by Unique Leaflets throughout regions in Middlesbrough.

Initially we will target areas within the delivery catchment areas of takeaways we have on our system.

That way people aren’t disappointed that there is no service yet available for them.

At an initial cost of £400 for printing and £xxx for distribution (20,000 quantity) these leaflets will cover around 33% of the households in Middlesbrough. With a response rate of 1% (industry standard figure for DM) that would result in 200 people placing an order online, and therefore a minimum income of £200. However the value of the piece is not as a one off, for how many of those 200 people will order via the website the following week, and the week after that...

The following visuals show how the front and back of the leaflets could look (only drafts at the moment).

The same final creative can of course be applied to a variety of advertising media if we so desire.

Leaflet Front

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borotakeaways.com delivered • online Leaflet Back

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Website Feedback

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Order a local takeaway online in 3 easy steps...

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1. Choose a takeaway...

OPEN for deliveries 45 mins waiting time

Italian (Pizza/Pasta) Chinese Indian American

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Pizza Pan ★ ★ ★ ★ Italian Takeaway & Pizza

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Sponsored Listing

Al Forno ★ ★ ★ ★ ★ OPEN for deliveries 45 mins waiting time

Delicatessen

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Joe Rigatonis ★ ★ ★ ★ ★ Italian Takeaway & Pizza

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Home | About Us | Contact | Site Map | Terms & Conditions | Privacy Policy

Boro Takeaways Online Ltd. Registered Office, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. ©2009 Boro Takeaways Online Ltd.

For every order over £15 we will donate 5p each to Teesside Hospice and MacMillan Cancer Support

Download our New Iphone App!

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46 March 2009 | Boro Takeaways Online Ltd

e-Marketing & e-Newsletter Campaigns Customer Newsletter Having customers registering with the Boro Takeaways website we can start to build a database of customers for future marketing campaigns (as long as the customers have requested to be included). As Boro Takeaways is an online service, the best form of advertising and the most cost effective will be eMarketing and sending out HTML newsletters.

We can add offers, competitions, news of recent takeaways added to the service, new features (eg. drink delivered). If certain takeaways wish to offer online discounts or specific offers (to help generate more online sales) we can add these to the newsletters free of charge. After all it ensues the customer purchases the food through our website which is the main income of the business.

Sample HTML Newsletter

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Duis accumsan imperdiet tortor. Fusce lacinia ligula blandit urna. Proin justo. Suspendisse sit amet justo ac turpis sodales sodales. Donec magna lectus, dapibus nec, commodo a, porttitor placerat, arcu. Suspendisse et eros sed orci luctus elementum. Etiam et lectus. Praesent libero nunc, ullamcorper in, blandit ut, suscipit vel, odio. Maecenas molestie Nam fringilla viverra dolor. Curabitur erat. Integer sapien urna, sodales nec, sollicitudin et, gravida a, lorem. Sed sit amet nulla. Sed aliquet sem lacinia lectus. Phasellus sodales. Sed rhoncus ultrices felis. Vestibulum convallis lacinia massa. Duis ante elit, scelerisque eu, ornare vel, consectetur vel, enim.

Cras elementum eros. Sed pharetra convallis dolor. Quisque eu sem.

Kind Regards Dan Pinkney & Stephen Ashworth

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Boro Takeaways Online Ltd T/A borotakeaways.com | Telephone: 01845 526905 | Email. support@borotakeaways.com Registered Office: 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. Company No. 6799009. VAT Registration No. xx xxxx xx

47 March 2009 | Boro Takeaways Online Ltd

As the number of registered users to the site increases and so does the number of newsletters distributed it then becomes a viable medium for selling advertising space. Although the takeaways and restaurants get free advertising, this does not discount the prospect of selling advertising space to third parties (i.e other local businesses or tradespeople. This may involve graphical adverts or just textual links but can be investigated and explored in more depth nearer the time Takeways and Restaurants Newsletter In order to keep in touch with the takeaways and restaurants who are registered with the Boro Takeaways service we will also create and distribute a newsletter solely for them. This will provide information on new services to be introduced, how we can help generate more online sales for them, additional advertising opportunities for them (both free and paid) and new offers and royalty schemes. It can also cover news and services independent of Boro Takeaways such as EPOS and delivery systems, general news relevant to the takeaway market etc etc.

As the newsletter is targeted at takeaways and restaurants only, there is again an opportunity for paid advertising. For example companies selling foodstuffs or kitchen utensils, or indeed anything of value to the takeaways and restaurants would welcome the chance to promote their services direct to the local businesses that will use their products.

We may also have regular adverts for 1079 Graphics for design and advertising services, therefore bringing additional income to Stephen’s design business. e-Marketing using email lists As well as a way of keeping in touch with existing customers and takeaways/restaurants, e-Marketing is an extremely effective way of advertising to new prospects (both consumer and business oriented). After all it is an online medium and so if targeted to Middlesbrough and Cleveland email recipients then it is a susceptible audience as we know they have internet access available to them.

There are a range of email database providers (shown in more detail in the appendices) all of which have search parameters which allow us to custom build our database list. For example http://www. marketingguru.co.uk/ds_standard.asp?classID=876 gives us business data for Takeaway food shops, and what is more we can specify data from this list that is within our geographical area - ie Middlesbrough and Cleveland. Plus at a cost of £105 per thousand records it is very cost effective. Other providers include companies like tls data http://www.tlsdata.co.uk/consumer-email-marketing/ who can provide consumer lists based upon certain categories and interests, for example ‘eating out’. By securing an email list of consumers in Middlesbrough and Cleveland we are aiming at our core market and nd again with costs ranging from £250 for 10,000 it is an avenue well worth pursuing.

48 March 2009 | Boro Takeaways Online Ltd

Introductory Pack / Keynote Presentation Introductory Letter / DM Pack In order to introduce our services to local takeaways and restaurants we will be sending a letter which will include the following: 1. Give a short Introduction to Boro Takeaways Online Ltd 2. Highlight all the benefits to the takeaway such as online presence (no web or hosting costs), online menu, ability to order from them online, taking cash or card payments, fax or emailed orders, free advertising (On the site and Google Adwords), the ability to edit their menu and other details via a secure login and the future prospect of delivering to prospects outside their catchment area.

3. The cost of this service - starting from 10% of the value of the sale transaction 4. Introductory offers - first month free, no commission charges as this is our testing phase. 5% for the next three months, 10% from thereafter (all subject to change) 5. How to sign up - complete the enclosed application and post to us, call us to arrange for one of our sales people to visit you, or complete the sign up online at www.borotakeaways.com/register 6. Sign off paragraph In addition to the letter we will include samples of customer advertising actively engaged in (the leaflets on the previous page for example so they can see the extent to which we are promoting and pushing the service.

This will also be accompanied by the sales leaflet shown on pages 35-38 Sample Letter Design Sample Adwords Advert: This could be included in the letter copy and tailored to each individual prospect showing them how their online advert could appear

borotakeaways.com delivered • online

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Own a restaurant?

Customer Testimonia

30th January 2009 Mrs N Bell Pizza Pan 54 Kilburn Road Hartburn Stockton-on-Tees TS18 4EZ

borotakeaways.com delivered • online

Re: borotakeaways.com - bringing you online

Static Banner Advert for borotakeaways.com: Takeaway advert to be shown in a rotating feed with other on the borotakeaways.com homepage.

This will be shown for the first month free of charge and will link to the respective takeaway menu. The advert can either be provided by the takeaway or be designed by us free of charge.

1

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Order takeaway online in 3 easy steps...

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Sed pharetra, erat quis dignissim tristique, sem massa pretium elit, sed scelerisque ipsum justo et mi. Aenean mauris velit, faucibus varius, tempor vitae, lacinia ut, nulla. Vivamus dui nunc, fringilla euismod, posuere non, vulputate sit amet, tellus. Quisque lacinia hendrerit turpis. Praesent pulvinar, risus eget ultrices volutpat, ante purus interdum sem, eget rhoncus tortor orci eget arcu. Praesent dictum. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Ut tincidunt. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin id velit..

1

1. Choose a takeaway...

Italian (Pizza/Pasta)

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Chinese Indian

2

American Delicatessen (Sandwiches)

Kind Regards

Daniel Pinkney Managing Director

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Enjoy the elegant range of food from Joe Rigatonis in the comfort of your own home

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Boro Takeaways Online Ltd T/A borotakeaways.com | Telephone: 01845 526905 | Email. support@borotakeaways.com Registered Office: 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. Company No. 6799009. VAT Registration No. xx xxxx xx

4

Menu Details

49

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March 2009 | Boro Takeaways Online Ltd

Boro Takeaways Online Ltd. Registered Office, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. ©2009 Boro Takeaways On

Keynote/Powerpoint Presentation As part of the support for our sales person, a keynote/powerpoint presentation on a laptop would be a valuable tool in promoting and selling the service to the takeaways. As with the introductory leaflet the presentation would go through all the benefits to being part of the service, the costs, introductory offers and free advertising.

In addition it will also show the owner/manager of the takeaway: 1. How the takeaway manager can edit his/her menu options, prices, details etc 2. How the site works for the consumer 3. How the payment process works 4. How the order process works (fax/email) 5. How we settle the commission fees 6. Support services

borotakeaways.com delivered â&#x20AC;˘ online POWERPOINT PRESENTATION

In addition it could also show comparative sites such as www.onlinewaiter.co.uk which can automate their online services but would do so at a prohibitive cost. Also that while these services provide similar functionality to the takeaway, the fact remains that they will still need to advertise the services and people will tend to use borotakeaways.com as it provides a greater choice in food types and cuisine.

50 March 2009 | Boro Takeaways Online Ltd

Recommend A Takeaway Using the Customer to Sell the Boro Takeaways Service Although a sales person is key to getting several takeaways on board initially, over the long term using their customers through word of mouth will be an alternative and perhaps more successful method. After all an existing customer who wants to be able to order online from their favourite takeaway is a far more powerful incentive to the takeaway than a traditional sales person.

We will be utilising the primary advertising area on Borotakeaways.com to highlight this customer incentive. This will be the the most prominent advert being shown 75% of the time to start of with (the other 25% being takeaway adverts) and as more takeaways are introduced the gfrequency of the advert will reduce accordingly Home page showing the recommend a takeaway advert in situ http://www.borotakeaways.com

Login

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FAQ

Own a takeaway?

Customer Testimonials

borotakeaways.com delivered • online

1

Website Feedback

Need delivery drivers?

delivered • online

Order a local takeaway online in 3 easy steps...

1

1. Choose a takeaway...

Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Italian (Pizza/Pasta) Chinese Indian American

Collection

Italian Takeaway & Pizza

OPEN for deliveries 45 mins waiting time

Enter Postcode

Search

Sponsored Listing

view menu Recommend a if ★ Al Forno ★ ★ ★ ★and 2 Takeaway they OPEN forsign deliveries up we’ll 45 mins waiting time view menu give you a £25 GiftPanvoucher* ★★★★ 3 Pizza Italian Takeaway & Pizza

Delicatessen

Delivery

★★★★ Joe Rigatonis Earn £25★today!

Click here for view menu further details

4

Munchies ★ ★ ★

*Terms and conditions apply Italian Takeaway & Pizza

Download our New Iphone App!

Home | About Us | Contact | Site Map | Terms & Conditions | Privacy Policy

Boro Takeaways Online Ltd. Registered Office, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. ©2009 Boro Takeaways Online Ltd.

Once the customer clicks on the advert they will be redirected to a page showing the advantages (both for them and the takeaway) of having a takeaway sign up. The customer will be able download a sales and promotional PDF brochure promoting our service. On the back of the brochure is a section where the customer can complete their details, before handing it over to the takeaway (or even giving it to the delivery driver to pass on). If the takeaway goes on to sign up to our service then we will send you a £25 Gift Voucher in the post .

The PDF Sales Brochure Yet to be designed this will promote all the key benefits to the takeaway, not least: Free advertising (inc Google Adwords), Online Menu, Internet Ordering, Card Payments and/or Cash on Delivery, Customer Feedback, Increased Sales (20%), Ability for the takeaways to Add/Edit/Remove menu items themselves.

And all for just 10% commission on the value of the sales item. So they only pay when they make a sale.

51 March 2009 | Boro Takeaways Online Ltd

Multimedia Applications Apple iPhone / iPod Touch App Apple iPhone and iPod Touch users have downloaded more than 100 million applications from the App Store since it was launched two months ago more than estimated by Apple at the beginning of the launch.

The store holds more than 3,000 applications, 600 of the applications are free to download, and 90% costing less than £5.70. Last month Apple revealed the App Store had made an astonishing £17 million in sales last month.

The App Store on iPhone works over 3G networks and Wi-Fi, so users can wirelessly download applications directly onto their iPhone or iPod touch and start using them immediately.

The Apple iPhone has been a revolution in the smartphone market since it’s launch some two years ago. With an intuitive and user friendly interface taken from Apple’s Mac operating system OS X. With a rapidly growing market we hope to take advantage of by creating a borotakeaways app. This will follow the functionality of the website but make it easier to order online rather than having to browse the website. Once we have a few franchises up and running the app could be updated to a global version whereby you type in your postcode and it defaults to the local franchise. It may even us the inbuilt GPS to calculate this and this feature could also integrate google apps to show you where you are in relation to local takeaways.

BT Podcast With our market being purely online based then Podcasts will be another avenue to promote the service and for regular users of the service to keep abreast of changes and receive regular news updates. New restaurants or takeaways on board could be announced as could be customer offers, either by BT or the takeaways themselves. The podcast will also be an RSS feed on the news section of the website.

52 March 2009 | Boro Takeaways Online Ltd

Entering the Delivery Phase Why offer a delivery service?

Many takeaways who offer a delivery service only do so within a certain radius of their outlet. This may be for several reasons, but mainly due to the logistics of venturing outside that area whilst still maintaining a good efficient service. Unfortunately this also means that they are losing a great deal of possible custom and also customers outside the delivery radius are unable to sample their takeaway meals.

This is where our delivery service comes in. By offering to take over their existing delivery service (or even just carry out the deliveries outside their normal radius) we are able to help them expand their customer offering and also enable those ordering from borotakeaways.com to know that they have a much larger choice than normal. Plus as we only deliver for those who order via our website, it gives us a unique offering as you would not normally be able to order from the restaurant if you lived outside the delivery radius. So basically we end up being the only place you can order from any restaurant in Middlesbrough and still have it delivered direct to your front door.

When will this service begin?

When we have a range of takeaways on our books and a certain amount of orders that make it a financially viable proposition. We would have to implement a delivery charge which would be payable to the restaurant (unless COD) and we would claim this back in our monthly invoices to the takeaways.

Delivery would be £1.50 as we are venturing further afield.

No. of Takeaways registered to BT 20 30 40 50 60 115

No. of orders per takeaway per night 1 2 3 4 5 10

No. of deliveries

Delivery Cost

20 60 120 200 300 1150

£1.50 £1.50 £1.50 £1.50 £1.50 £1.50

Delivery Income per night £30 £90 £180 £300 £450 £1,725

The table above shows the potential in delivery income as the online aspect of the business grows. Even in the early stages of £30 per night, that would most likely be sufficient for a single delivery person. As the orders build then we will look to recruit other drivers and eventually we would like to invest in a fleet of delivery vans all signed up with the borotakeaways.com logo and brand. This will also help raise the awareness of the website and so attract more visitors to the site

Impression of what the Boro Takeaways delivery fleet could look like. Smart cars are ideal town runarounds, very economical, cost/tax effective and also environmentally friendly vehicles.

53 March 2009 | Boro Takeaways Online Ltd

Logistical Problems with Deliveries The problem with offering the service to all restaurants/takeaways is that as orders increase and the number or online takeaways increase then the management and upkeep of delivering the orders becomes far harder to control. For example there are the following queries to consider: 1. How do you decide which driver collects which takeaway?

2. How do you prioritise which takeaway to go to first if you have a few to collect?

3. And how does the driver decide which customer to do to first?

3. How do you ensure the driver picks the most economical and quickest route?

4. If the driver is dealing with different takeaways, how do they organise cash payments?

Looking at the above it becomes apparent that designing a system that can cater for all the above as well as linking to the takeaways/website ordering system will be a full-scale project in itself. It may even involve a control centre (similar to taxi ranks) which can in turn organise and prioritise the drivers. However return from such an investment is unlikely to be worth it unless we can provide the service on a large scale.

Possible Solution With the Google Adwords campaign and the online order history to refer to, we will eventually be able to see which takeaways are the most popular and bring in the most revenue to Boro Takeaways. As such we can look to offer these takeaways a personalised delivery service beyond their current delivery radius and have one driver assigned solely to them and these extended deliveries. This will probably involve a test period and also some advertising for and on behalf of the takeaway (at no cost to them) to drum up interest. This service could be an incentive for takeaways to push their online service as in doing so they may make themselves eligible for our free extended delivery service as well as free advertising to help push this. If this works for the chosen takeaway, and is financially viable we may look to assign another driver to a different takeaway and build the system up that way.

If our driver is unavailable on any one day then they will have the facility to access their takeaway’s control panel and revert the takeaways delivery radius details back to their original settings (see illustration below). That way the takeaway’s regular driver can continue to meet demand within their normal operating area. The system can be automated by having driver receive the orders that are in the extended areas direct to his mobile (Email or SMS) so he knows when to collect the order.

BoroTakeaways Extended Delivery

OFF

On entering the control panel for the takeaway the driver can activate the service by clicking the ‘ON’ radio box.

This immediately tells the system that the takeaway can accept orders from further afield. By clicking the ‘OFF’ radio button the system reverts back to the takeaways normal delivery radius.

ON

54 March 2009 | Boro Takeaways Online Ltd

Management & Organisational Structure As the company will only have two directors initially, there will be a wide range of different areas that they will have to be involved in to have the business run efficiently and profitably. By breaking down these areas into specific job roles or departments we have built a set management structure that will be the system for future growth and expansion of the business.

Tony Gosling Sales and Marketing Director3

Director of Sales4

Creative Director10

Director of Marketing5

Daniel Pinkney Managing Director1

Director of Supplier Relations6

Stephen Ashworth Creative Director2

Reception & Admin7

Director of Business Development11

Director of Legal Affairs8

Director of IT Development12

Director of Finance9

Director of Franchising13

Director of Delivery & Logistics14

1. Daniel Pinkney, Managing Director Will be responsible for day to day operations and overseeing business development.

2. Stephen Ashworth, Creative Director Will be working alongside Daniel and Tony in developing all aspects of the business, in particular with regards to creative design output.

3. Tony Gosling, Sales & Marketing Director Will be working alongside Daniel and Stephen in developing all aspects of the business, in particular with regards to sales and marketing disciplines.

4. Director of Sales (Tonyâ&#x20AC;&#x2122;s Primary Role) Will be responsible for selling the service to local takeaways, restaurants and delis, and to sign them up accordingly. Initially they may be employed on a commission only basis and as the business begins to grow then employed full time. Eventually as we branch into the realms of franchising or having other localised websites, they may also start to cover these areas or have area sales managers working beneath them. The Director of Sales will work alongside the Managing Director, Creative Director, Director of Marketing and the Director of Supplier Relations.

55 March 2009 | Boro Takeaways Online Ltd

5. Director of Marketing Will be responsible for coming up with promotions to sell the services both to local takeaways/restaurants and consumers of the service (local public). They will also be responsible for market research and measuring and analysing results. They will work alongside the Managing Director, Creative Director, Director of Sales and the Director of Supplier Relations.

6. Director of Supplier Relations Will be responsible for working with and supporting all the takeaways on the scheme. Solving problems with uploading menus and prices to the website, payment issues. Perhaps if a supplier has upgraded their systems and can accept emails, or has a new payment gateway that can be integrated into the system. This will keep us on top of the game as we will be constantly working to help the takeaways and adapting our systems, payment methods, and also new offers and services that will benefit both the suppliers and us.

They will work alongside the Managing Director, Creative Director, Director of Sales and the Director of Marketing.

7. Reception & Admin Will be responsible for taking calls and enquiries and passing them to the relevant departments. Also be in charge of inter-office communications, arranging meetings, diary management and generally supporting the needs of each department head.

8. Director of Legal Affairs Will be responsible for ensuring the website, supplier contracts and all outgoing creative are all within the boundaries of legal requirements and ensuring that we protect our own rights as well as those of our suppliers and customers. Also be responsible for ensuring we keep on top of and comply with legal requirements such as Data Management & Protection (http://www.ico.gov.uk/), and public and professional liability insurance. They will work alongside the Managing Director and all other department heads.

9. Director of Finance Will be responsible for managing supplier invoices, as well as VAT upkeep and bookkeeping. Will work alongside our accountant and also the Managing Director to keep on top of tax issues and investigate the best means of proceeding and growing the company without losing money through inefficient tax management.

10. Creative Director (Stephenâ&#x20AC;&#x2122;s Primary Role) Will be responsible for compiling creative for all supplier and customer based promotional campaigns and dealing with the respective third parties (printers, media companies, fulfilment houses, production companies, illustrators and website developers). They will work alongside the Managing Director, Director of Sales, Director of Supplier Relations and the Director of Marketing.

11. Director of Business Development Will be responsible for investigating ways and means of expanding the business and keeping the company ahead of the competition. Will research franchising opportunities, expanding to other local markets as well as other avenues yet to be explored. They will also be responsible for streamlining inter-office systems to ensure maximum efficiency and therefore customer and supplier service.

12. Director of IT Development Will be responsible for maintaining relationship with our website company and introducing new technologies and services. These new technologies will be those that improve our offering to our suppliers and customers as well as help us streamline and automate systems that make it easier and more efficient for the company. They will also oversee inter-office IT systems such as email, broadband, networking, backup systems. We may eventually look to install our own secure servers to host the borotakeaways websites and all the other local web sites. Security and fraud will also be in constant development ensuring that customers and suppliers data and secure payments are kept up to date.

56 March 2009 | Boro Takeaways Online Ltd

13. Director of Franchising Will be responsible for researching the prospect of either setting up a franchise system whereby we can sell the right of the local website and systems behind it to franchisees or setting up other sister companies such as Darlo Takeaways Online Ltd which will mirror the Boro Takeaways Online Ltd setup. As such they will work with the Director of Business Development in setting up systems and operating manuals that cover all aspects of company operation and as such can be replicated easily elsewhere making it a franchise operations and systems folder.

14. Director of Delivery & Logistics Will be responsible for setting up the delivery infrastructure and systems linking drivers to the website and takeaway. Also maintaining fleet contracts, insurance etc. They will work alongside the Managing Director, Director of Sales, Director of Supplier Relations and the Director of Business Development and the Director of IT Development.

57 March 2009 | Boro Takeaways Online Ltd

Building A Franchise Model What is A Franchise?

Put simply, a franchise business is a method a company uses to distribute its products or services through retail outlets owned by independent, third party operators. The independent operator does business using the marketing methods, trademarked goods and services and the “goodwill” and name recognition developed by the company. In exchange, the independent operator pays an initial fee and royalties to the owner of the franchise.

The company that grants the independent operator the right to distribute its trademarks, products, or techniques is known as the franchiser. The independent, third party business person distributing the franchiser’s products or services through retail or service outlets is called the franchisee.

Is Boro Takeaways “Franchisable”?

Franchising is a relatively flexible format, and just about any type of business can be franchised, provided it meets some basic characteristics: 1. It needs to be credible. Does your company have experienced management? A track-record over time?

Is the concept proven? Have you achieved good local press or public acclaim?

2. It needs to be unique. Is your business adequately differentiated from its competitors? Is it marketable as a business opportunity? Does it have a sustainable competitive advantage?

3. It needs to be teachable. Are the systems in place? Are operating procedures documented? Could someone learn to operate your business in three months or less?

4. It needs to provide an adequate return. I don’t mean just profitability. If a business can’t generate a 15 to 20 percent return on investment after deducting a royalty (typically between 4 and 8 percent), it’s going to have difficulty keeping franchisees happy.

Looking through the above statements, we can see that Boro Takeaways has all the ingredients to (eventually) become a valid “franchisable’ operation. With the business being a highly ‘localised’ service rather than UK wide it can be easily integrated into other regions. By applying the same methods, systems, procedures and marketing strategies as with Boro Takeaways (which will be built with a franchise model in mind) we can take these and apply them to other regions - especially those that have limited coverage by the national online takeaway companies. And with a brand that can be adapted without losing it’s original identity we have a strong national brand base that can work on any regional level.

Franchise or independent company?

Many other businesses start by opening up a couple of regional branches (rather than franchises), under direct management control of their head office. After a year or two, these provide some good pointers for assessing the viability of going the franchise route. This may be an option where we establish toontakeaways.com (Newcastle) , darlotakeaways.com (Darlington), northallertontakeaways.com and/or yorktakeaways.com. All operated under the watchful eye of those who helped establish Boro Takeaways.

One other advantage of this route is that we effectively own each branch outright maintaining full control whilst retaining 100% of the income.

However if we are confident of success then as long as we have the systems procedures, operating manuals (working with a company such as http://www.ecademy.com) we can construct a system that will be the blueprint for all franchises.

Franchising also make good financial sense as all the startup costs involved in setting up a new regional branch (website, marketing materials, leaflets, advertising etc) will be more than covered by the initial franchise fee. It is just then a matter of us providing ongoing support for the franchisee in helping establish their business. We are also entitled to a royalty each year which is equivalent to 5% of their net profits.

58 March 2009 | Boro Takeaways Online Ltd

What the Franchisee would need to do With the site and domains, the marketing materials, leaflets, and databases already in place it would just be a matter of the franchisee getting the takeaways on board. An ideal franchise then for an established and successful sales person. One additional bonus is unlike ourselves, the franchisee will have a successful working model to which they can refer - Boro Takeaways, as well as a support team to call upon to help and advise.

Brand Cohesion As design professionals all the design, advertising and marketing will be provided by ourselves to all branches and franchises in order to keep the brand consistent and marketed to the required standards.

All this helps to enhance the brand value of the company and subsequently all its subsidiaries.

How the Newcastle branch website could appear. Local brand identity yet in keeping with the base brand.

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Boro Takeaways Online Ltd. Registered Office, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. ©2009 Boro Takeaways Online Ltd.

59 March 2009 | Boro Takeaways Online Ltd

Future Projections 6 months With a Sales and Marketing Director on board our target within 6 months of website launch is to have 50 takeaways on our system covering the Teesside area. And with just 0.8% of the online household market of ordering through borotakeaways.com we are aiming for commission income at 6 months to be in the region of £1,670 pcm With no drawings and wages to pay initially this will help us continue the advertising and promotional campaigns and raise awareness of the service throughout the region. We will also be looking to employ a receptionist/admin to take calls on our behalf and manage enquiries/admin.

Year 1 By the end of the year we aim to have 100 takeaways on our system and a modest target of just 4% of the online households in the Cleveland area ordering through borotakeaways.com (increasing to 8.4% by the end of the year). This will bring in £156k gross profit over the course of the year. By this time we hope to have a better idea with regards to the logistics of starting up a delivery service to cater for existing takeaways and new acquisitions. We will be steadily inccreasing uptake on subscriptions which will give the business a regular fixed income on top of the commission sales.

Year 2 By the end of year 2 we aim to capture 8.4% of the online market of Cleveland and should have commission levels of over £17k pcm (Gross Profit £381k over the course of the year) and 200 takeaways on our system including some in Darlington and County Durham. And with a small delivery team in place serving a select few takeaways we should have the building blocks to grow this arm of the business and look to start introducing refreshments, ice-creams, snacks and daily food deliveries (sandwiches). We will also be looking for premises to operate the business from but ideally a freehold commercial investment for the company rather than a leased premises. This will allow us to concentrate our efforts and steadily build our team during the course of year two we will also be looking to develop other regional variations of the business model such as toontakeaways.com, yorktakeaways.com and leedstakeaways.com. With a site structure that can be easily mirrored and the brand tweaked to represent the local area, it is simply a matter of recruiting the takeaways to the service - so a salesperson covering each of those respective areas. Another option is to set up those sites and sell the franchise rights. With proven systems, advertising campaigns, promotional materials in place and a working template in borotakeaways.com it could be an excellent franchise model.

Year 3/4 Established in our new premises with a team consisting of Receptionist/Admin, Sales Director, Web Developer and Business Development Director we hope to have 250 takeaways on our system and 1626% of the online market in our region bringing in a commission income of £584k pa. Our delivery arm may be becoming established generating income above the commission/subscription sales as well as raising awareness of our brand and service. The other regional sites should be well past the initial 6 month growth phase and generating profitable income.

Year 5+ By year 5, we should have 35% of the online market of Cleveland generating gross profits of £794k pa.

The other 3 regional branches will be well established each bringing commission income similar to Boro Takeaways at the 2 year stage. So with 3 branches bringing in £381k gross profit each that would result in £580k per year and growing. Together with Boro Takeaways we would be rapidly approaching the £2million gross profit mark and by year 6 will have surpassed that.

60 March 2009 | Boro Takeaways Online Ltd

Financial Analysis Statistics for Internet Access in UK Households As mentioned earlier on in the business plan with 65% of UK households having Internet access, that gives us a target market of 38,350 households in Middlesbrough and when we include Cleveland, a target market of some 128,440 households.

The average spend on takeaways in 2007 was £3.80 per week3 (more than on fresh food and groceries).

That works out at £145,730 spend per week by Middlesbrough residents on takeaway foods (£488,072 when we included the borough of Cleveland). That’s a market of £7.5million a year for Middlesbrough and £25.4 million a year when we include the rest of Cleveland. And those are only for the households that have internet access in place.

By targeting these households we have a superb opportunity to convert many to ordering online as they have a range of takeaways to choose from, can see menus for each, pay by credit/debit card and eventually have refreshments delivered also. Our aim would be in the first year to capture 2% of that market, rising to 5% by the end of year 2.

At just 2% in Middlesbrough we would be covering an overall takeaway sales revenue of some £2,914.60pw which at a 10% commission rate is £291.46pw. At 5% the commission income rises to £728.65pw. Taking these figures to include Stockton and Redcar & Cleveland @ 2% we get a commission income of £976.14pw and @ 5% we get £2,440.36pw.

So minimum income based on the above figures would be £15,156pa. But even at the very achievable target of 5% for Middlesbrough & Cleveland we get a very respectable £126,898pa. As a matter of pure interest if we could capture 50% of the online market of our total target area that would amount to £24,403.60 per week commission or £1.27 million pa.

All the above doesn’t include the subscription income which is an additional fixed income stream. However this is difficult to quantify with there being a range of packages at different price points. They good thing is that the business model does not rely on this income and it is merely a supplementary one.

In order to meet these targets we will be adopting a range of advertising and marketing strategies However with both shareholders of the company being born and bred in Middlesbrough and having an extensive background in the design and advertising field, this is the one area of the business they can excel in.

Advertising Income From Website The BT website will also have featured adverts on the homepage (an optional cost extra for takeaways).

Usual charge for an advert (supplied by the client) would be £19.99 per 1000 impressions. As designers we can also offer a to create their adverts for a set fee – this would be mentioned in the information pack that will be supplied to takeaways in order to get them to sign up. Income from this we would conservatively estimate to be £19.99 per month (ie one restaurant per month).

Featured listings (preferential listing in the search results) would also be provided at a cost of £9.99pcm and be limited to 4 per food category (as this is the maximum that can be seen on the search result pages before having to scroll). With a possible 5-6 food categories (i.e Chinese, Indian etc) this could account for 20-24 featured listings @ £9.99pcm = between £199.80 and £239.76 per month or £2397.60 to £2,877.12 pa.

Future Financial Income With several streams of income to the business we hope to generate enough cash reserves to expand on the business offering at an early stage. Once our systems are up and running we hope to set up a delivery service so we can not only expand the delivery radius of our existing takeaways but look to recruit restaurants that currently to not deliver. These new recruits will also be drafted into the online system thus increasing our income from commission. Taking the pessimistic figures above for 1 year we can see we would be averaging 22 deliveries per day rising to 60 by year two. At a cost of £1.00 per delivery that 61 March 2009 | Boro Takeaways Online Ltd

would equate to a possible £22-£60 per day income. By recording the amount of deliveries from the outset we can plan when it will be financially viable for us to capitalise on this market plus investigate ways and means of linking drivers to the website ordering system and all the takeaways. Plus once we offer the service we can also look to deliver alcohol and refreshments, gourmet deliveries and supply parties which will help boost income still further. A signed up van will also help increase awareness of the website and our service which will help the business flourish. Initially we might just offer the service to one or two restaurants as a trial run and then when we are comfortable with the system and operation, then we can branch out a little further.

Startup Costs As the whole business idea is centred around the website, then it is not surprising that this will form the biggest outlay upon startup. From initial approaches to various web companies we have had quotes varying from £2.2k right up to £90k. However the majority of quotes have been at the £8-10k bracket so we are setting aside a £10k budget to cover this.

Other key costs include our character illustration (the initial base model), registration/information pack or DM piece for initial contact with the takeaways, and advertising the service to the general public.

As a guide we expect the startup costs to be as follows: 1. Implementation of the website and setup of payment gateways/processes 2. DMs (inc Letter) for signing up the restaurant 3. Brand character illustration - base models (Subsequent poses are £270) 4. Leaflet print and distribution (10,000)

£10,000.00 £1,000.00 £1,360.00 £1,500.00

Total startup costs

£13,860.00

Website funding Possible grant financing for up to 50-80% of the website costs could reduce the startup costs to £5,860.

Commission Income over next 5 years (Pessimistic Figures) Date

Percentage of £25,400,000 online market share in Middlesbrough & Cleveland

Takeaway Sales Amount (per Qtr)

Commission on Sales at 10%

Commission Income (per year)

31st July 2009

0.1

£6350

£635

£16,510

31st Oct 2009

0.4

£25400

£2540

31st Jan 2009

0.8

£50800

£5080

30th April 2009

1.3

£82550

£8255

31st July 2010

2.0

£127000

£12700

31st Oct 2010

2.7

£171450

£17145

31st Jan 2010

3.4

£215900

£21590

30th April 2010

4.2

£266700

£26670

31st July 2011

5.0

£317500

£31750

31st Oct 2011

5.4

£342900

£34290

31st Jan 2011

6.0

£381000

£38100

30th April 2011

6.6

£419100

£41910

31st July 2012

7.2

£457200

£45720

31st Oct 2012

7.9

£501650

£50165

31st Jan 2012

8.5

£539750

£53975

30th April 2012

9.1

£577850

£57785

31st July 2013

9.7

£615950

£61595

31st Oct 2013

10.7

£679450

£67945

31st Jan 2013

11.0

£698500

£69850

30th April 2013

11.6

£736600

£73660

£78,105

£146,050

£207,645

£273,050

62 March 2009 | Boro Takeaways Online Ltd

Commission Income over next 5 years (Pessimistic Figures) 80000 70000 60000 Income (£)

50000 40000 30000 20000 10000 0 2009

2010

2011

2012

2013

Commission Income over next 5 years (Pessimistic Figures) (Adjusted for increase in households with Internet access) Date

% of households with internet access

Commission income based on 65% of households with I A

Adjusted Commission figures for 3% increase year on year

2009

65

£16,510

£16,510

2010

68

£78,105

£80,448

2011

71

£146,050

£154,813

2012

74

£207,645

£226,333

2013

77

£273,050

£305,816

Adjusted Commission Income over next 5 years (Pessimistic Figures) 350000

300000

250000

Income (£)

200000

150000

100000

50000

0 2009

2010

2011

2012

2013

63 March 2009 | Boro Takeaways Online Ltd

Commission Income over next 5 years (Optimistic Figures) Date

Percentage of £25,400,000 online market share in Middlesbrough & Cleveland

Takeaway Sales Amount (per Qtr)

Commission on Sales at 10%

Commission Income (per year)

31st July 2009

0.2

£12700

£1270

£33,020

31st Oct 2009

0.8

£50800

£5080

31st Jan 2009

1.6

£101600

£10160

30th April 2009

2.6

£165100

£16510

31st July 2010

4.0

£254000

£25400

31st Oct 2010

5.4

£342900

£34290

31st Jan 2010

6.8

£431800

£43180

30th April 2010

8.4

£533400

£53340

31st July 2011

12.0

£762000

£76200

31st Oct 2011

14.0

£889000

£88900

31st Jan 2011

16.0

£1016000

£101600

30th April 2011

18.0

£1143000

£114300

31st July 2012

20.0

£1270000

£127000

31st Oct 2012

22.0

£1397000

£139700

31st Jan 2012

24.0

£1524000

£152400

30th April 2012

26.0

£1651000

£165100

31st July 2013

28.0

£1778000

£177800

31st Oct 2013

30.0

£1905000

£190500

31st Jan 2013

32.0

£2032000

£203200

30th April 2013

35.0

£2222500

£222250

£156,210

£381,000

£584,200

£793,750

Commission Income over next 5 years (Optimistic Figures) (Adjusted for increase in households with Internet access)

Date

% of households with internet access

Commission income based on 65% of households with I A

Adjusted Commission figures for 3% increase year on year

2009

65

£33,020

£33,020

2010

68

£156,210

£160,896

2011

71

£381,000

£403,860

2012

74

£584,200

£636,778

2013

77

£793,750

£889,000

64 March 2009 | Boro Takeaways Online Ltd

Cashflow Forecast

0 Month 1

3925 Month 2

3680 Month 3

3375 Month 4

3390 Month 5

3595 Month 6

300 100 6300 0 3000 2000 5000

410 200 0 0 0

550 300 0 0 0

1270 400 0 0 0

1710 500 0 0 0

2100 600 0 0 0

0

0

0

0

0

16700

610

850

1670

2210

2700

0 0 30 37.5 10 0 100 0 0 0 30 7.5 100 2000 150 250 200 8500 1360

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 250 0 50 0

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 250 0 50 0

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 250 200 50 0

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 500 0 50 0

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 500 0 50 0

12775

685

685

885

935

935

0 0 0 0 0 0

0 0 170 0 0 0

0 0 170 300 0 0

0 0 170 600 0 0

0 0 170 900 0 0

0 0 170 1200 0 0

12775

855

1155

1655

2005

2305

NET CASH FLOW FOR PERIOD

3925

-245

-305

15

205

395

CASH BALANCE

3925

3680

3375

3390

3595

3990

CASH IN Commission Income (ex VAT) Subscription Income Directors loans Share capital investment Bank Loan or Overdraft Facility Business Link Legal Funding Website Funding (NEEIC) TOTAL CASH RECEIPTS CASH PAID OUT Premises (rent, rates) Power (light, heat, electricity, gas) Telephone / Broadband Public Liability & Prof. Indemnity Insurance Postage and carriage Interest and bank charges payable Stationery Drawings (Directors) Wages & Salaries Equipment hire Fuel Costs Fax Costs Accountancy fees Legal/professional fees Google Adwords Campaign Advertising & Marketing Consumer Targeted Direct Mail (Printing) Website Development Costs Brand Character Illustration OPERATING EXPENSES SUBTOTAL Bad-debt provision Plant and other capital expenditure Loan and financing repayments Repayment of directors loans VAT payment due to Customs and Excise Other specific financing payments TOTAL CASH PAID OUT

65 March 2009 | Boro Takeaways Online Ltd

0 CASH INMonth 1

3680 Month 3

3375 Month 4

33900 Month 51

3595 3925 Month 62

3990 3680 Month 73

3235 3375 Month 84

3450 3390 Month 95

3945 3595 Month Month10 6

Commission Income 300 (ex VAT) 410 Subscription Income 100 200 Directors loans 6300 0 Share capital investment 0 0 Bank Loan or 3000 Overdraft Facility 0 Business Link 2000 Legal Funding Website Funding 5000 (NEEIC) 0

550 300 0 0 0

1270 400 0 0 0

2100 410 600 200 0 0 0

2620 550 700 300 0 0 0

3320 1270 800 400 0 0 0

4320 1710 900 500 0 0 0

4700 2100 1000 600 0 0 0

0

0

1710 300 500 100 6300 0 0 3000 0 2000 5000 0

0

0

0

0

0

TOTAL CASH 16700 RECEIPTS610

850

1670

16700 2210

2700 610

3320 850

4120 1670

5220 2210

5700 2700

t Mail (Printing) sts n

Premises (rent, rates) 0 0 0 Power (light, heat, 0 electricity,0gas) 0 Telephone / Broadband 30 30 30 Public Liability 37.5 & Prof. Indemnity 37.5 Insurance 37.5 Postage and carriage 10 10 10 Interest and bank 0 charges payable 0 0 Stationery 100 20 20 Drawings (Directors) 0 0 0 Wages & Salaries 0 0 0 Equipment hire 0 0 0 Fuel Costs 30 30 30 Fax Costs 7.5 7.5 7.5 Accountancy 100 fees 100 100 Legal/professional 2000 fees 0 0 Google Adwords 150Campaign 150 150 Advertising & 250 Marketing 250 250 Consumer Targeted 200 Direct Mail 0 (Printing)0 Website Development 8500 Costs 50 50 Brand Character 1360Illustration 0 0

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 250 200 50 0

0 0 30 37.5 10 0 100 20 0 0 0 30 7.5 100 2000 0 150 500 250 200 0 8500 50 1360 0

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 500 250 0 50 0

0 0 30 37.5 10 0 20 0 10000 0 30 7.5 100 0 150 500 250 200 0 50 270 0

0 0 30 37.5 10 0 20 0 10000 0 30 7.5 100 0 150 500 250 200 0 50 0

0 0 30 37.5 10 0 20 21000 10000 0 30 7.5 100 0 150 750 500 0 50 270 0

0 0 30 37.5 10 0 20 24000 10000 0 30 7.5 100 0 150 750 500 200 0 50 0

SUBTOTAL

OPERATING 12775 EXPENSES685 SUBTOTAL685

885

12775 935

935 685

2405 685

1935 885

4555 935

4785 935

penditure ments ans oms and Excise ayments

Bad-debt provision 0 0 0 Plant and other capital 0 expenditure 0 0 Loan and financing 0 repayments 170 170 Repayment of directors 0 loans 0 300 VAT payment due 0 to Customs 0 and Excise 0 Other specific financing 0 payments 0 0

0 0 170 600 0 0

0 0 170 0 900 0 0 0

0 0 170 12000 0 0

0 0 170 1500 300 0 0

0 0 170 1800 600 0 0

0 0 170 900 0 0 0

0 0 170 1200 0 0 0

AT)

acility ng

3925 Month 2

CASH PAID OUT

ity, gas)

emnity Insurance payable

n

ERIOD

TOTAL CASH 12775 PAID OUT855

1155

1655

12775 2005

2305 855

4075 1155

3905 1655

4725 2005

4955 2305

NET CASH FLOW 3925 FOR PERIOD -245

-305

15

3925 205

-245 395

-755 -305

215 15

495 205

745 395

CASH BALANCE 3925

3375

3390

3595 3925

3990 3680

3235 3375

3450 3390

3945 3595

4690 3990

3680

66 March 2009 | Boro Takeaways Online Ltd

925 th 2

3680 Month 3

410 200 0 0 0

550 300 0 0 0

0

0

610

850

3375 3390 Month CASH 4 IN Month 5

3595 Month 6

3990 Month 7

3235 Month 8

3450 0 Month Month 19

3925 3945 Month Month10 2

3680 4690 Month Month11 3

3375 5765 Month Month12 4

3390 Month 5

3595 Month 6

Commission 1270 1710 Income (ex 2100 VAT) Subscription 400 Income 500 600 Directors 0 loans 0 0 Share 0 capital investment 0 0 Bank0 Loan or Overdraft 0 Facility 0 Business Link Legal Funding Website 0 Funding0(NEEIC) 0

2620 700 0 0 0

3320 800 0 0 0

4700 410 1000 200 00 00 00

5300 550 1100 300 00 00 00

1270 6420 1200 400 00 00 00

1710 500 0 0 0

2100 600 0 0 0

0

0

4320 300 100 900 63000 00 30000 2000 50000

00

00

00

0

0

TOTAL 1670 CASH 2210 RECEIPTS 2700

3320

4120

16700 5220

5700 610

6400 850

1670 7620

2210

2700

CASH PAID OUT

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 250 0 50 0

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 250 0 50 0

Premises 0 (rent, rates) 0 0 0 Power 0 (light, heat, 0 electricity,0gas) 0 Telephone 30 / Broadband 30 30 30 Public 37.5 Liability37.5 & Prof. Indemnity 37.5 Insurance 37.5 Postage 10 and carriage 10 10 10 Interest 0 and bank0 charges payable 0 0 Stationery 20 20 20 20 Drawings 0 (Directors) 0 0 0 Wages 0 & Salaries 0 0 1000 Equipment 0 hire 0 0 0 Fuel 30Costs 30 30 30 Fax 7.5Costs 7.5 7.5 7.5 Accountancy 100 fees 100 100 100 Legal/professional 0 0 fees 0 0 Google 150 Adwords 150Campaign 150 150 Advertising 250 & 500 Marketing 500 500 Consumer 200 Targeted 0 Direct Mail 0 (Printing) 200 Website 50 Development 50 Costs 50 50 Brand 0 Character0Illustration 0 270

0 0 30 37.5 10 0 20 0 1000 0 30 7.5 100 0 150 500 0 50 0

00 00 30 30 37.5 37.5 10 10 00 100 20 2100 0 1000 0 00 30 30 7.5 7.5 100 100 20000 150 150 250 750 2000 8500 50 1360 270

00 00 30 30 37.5 37.5 10 10 00 20 20 2400 0 1000 0 00 30 30 7.5 7.5 100 100 00 150 150 250 750 200 0 50 50 00

00 00 30 30 37.5 37.5 10 10 00 20 20 2700 0 1000 0 00 30 30 7.5 7.5 100 100 00 150 150 250 750 00 50 50 270 0

00 00 30 30 37.5 37.5 10 10 00 20 20 3000 0 1000 0 00 30 30 7.5 7.5 100 100 00 150 150 250 750 2000 50 50 00

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 500 0 50 0

0 0 30 37.5 10 0 20 0 0 0 30 7.5 100 0 150 500 0 50 0

685

685

OPERATING 885 935 EXPENSES935 SUBTOTAL 2405

1935

12775 4555

4785 685

5155 685

5185 885

935

935

0 0 170 0 0 0

0 0 170 300 0 0

Bad-debt 0 provision 0 0 0 Plant0 and other capital 0 expenditure 0 0 Loan 170 and financing 170 repayments 170 170 Repayment 600 of900 directors loans 1200 1500 VAT 0payment due 0 to Customs 0 and Excise0 Other 0 specific financing 0 payments 0 0

0 0 170 1800 0 0

00 00 170 0 00 00 00

00 00 170 170 00 00 00

00 00 170 170 3000 00 00

00 00 170 170 6000 00 00

0 0 170 900 0 0

0 0 170 1200 0 0

855

1155

TOTAL 1655 CASH 2005 PAID OUT2305

4075

3905

12775 4725

4955 855

1155 5325

1655 5355

2005

2305

245

-305

NET 15CASH FLOW 205 FOR PERIOD 395

-755

215

3925 495

-245 745

1075 -305

2265 15

205

395

680

3375

CASH 3390 BALANCE 3595

3235

3450

3925 3945

3680 4690

3375 5765

3390 8030

3595

3990

3990

67 March 2009 | Boro Takeaways Online Ltd

Profit & Loss Forecast (Year 1)

PROFIT AND LOSS FORECAST Month

1

2

3

4

5

400

610

850

1670

2310

0

0

0

0

0

400

610

850

1670

2310

27

100.0%

100.0%

100.0%

100.0%

100.0%

100.0

Expenses/overheads Premises (rent, rates) Power (light, heat, electricity, gas) Telephone Public Liab / Prof Indem Insurance Postage and carriage Motoring Interest and bank charges payable Stationery Drawings (Directors) Wages & Salaries Director's Repayments Loan/Financing Repayments Fax Costs Accountancy fees Legal/professional fees Depreciation Google Adwords Campaign Advertising & Marketing Consumer Targeted DM Website Development Costs Brand Character Illustration

0 0 30 37.5 10 30 0 100 0 0 0 0 7.5 100 0 0 150 250 0 50 0

0 0 30 37.5 10 30 0 20 0 0 0 170 7.5 100 0 0 150 250 0 50 0

0 0 30 37.5 10 30 0 20 0 0 0 170 7.5 100 0 0 150 250 0 50 0

0 0 30 37.5 10 30 0 20 0 0 0 170 7.5 100 0 150 250 200 50 0

0 0 30 37.5 10 30 0 20 0 0 0 170 7.5 100 0 0 150 500 0 50 0

Total expenses/overheads

765

855

855

1055

1105

11

-365

-245

-5

615

1205

15

-91.3%

-40.2%

-0.6%

36.8%

52.2%

59.1

Revenue Cost of sales Gross profit Gross profit margin (%)

Net profit Net profit margin

68 March 2009 | Boro Takeaways Online Ltd

27

37

1 7 1

1 5

FORECAST PROFIT AND LOSS FORECAST

gas)

ance

yable

Month 1

2

3

4

51

62

73

84

95

610

850

1670

2310 400

2700 610

3320 850

4210 1670

5220 2310

Cost 0 of sales 0

0

0

00

00

00

00

00

Gross 400 profit610

850

1670

2310 400

2700 610

3320 850

4210 1670

5220 2310

57 27

100.0% Gross profit 100.0% margin100.0% (%)

100.0%

100.0% 100.0%

100.0% 100.0%

100.0% 100.0%

100.0% 100.0%

100.0% 100.0%

100.0 100.0

150 250 200 50 0

00 00 30 30 37.5 37.5 10 10 30 30 00 100 20 00 00 00 1700 7.5 7.5 100 100 00 00 150 150 500 250 00 50 50 00

00 00 30 30 37.5 37.5 10 10 30 30 00 20 20 00 00 00 170 170 7.5 7.5 100 100 00 00 150 150 500 250 00 50 50 00

00 00 30 30 37.5 37.5 10 10 30 30 00 20 20 00 10000 3000 170 170 7.5 7.5 100 100 00 00 150 150 500 250 2000 50 50 2700

00 00 30 30 37.5 37.5 10 10 30 30 00 20 20 00 10000 6000 170 170 7.5 7.5 100 100 00 0 150 150 500 250 200 0 50 50 00

00 00 30 30 37.5 37.5 10 10 30 30 00 20 20 00 10000 9000 170 170 7.5 7.5 100 100 00 00 150 150 750 500 00 50 50 2700

1055

1105 765

1105 855

2875 855

2705 1055

3525 1105

37 11

-5

615

1205 -365

1595 -245

445 -5

1505 615

1695 1205

19 15

-0.6%

36.8%

-91.3% 52.2%

-40.2% 59.1%

13.4% -0.6%

35.7% 36.8%

32.5% 52.2%

34.1 59.1

Revenue 400

Expenses/overheads Premises 0 (rent,0rates) 0 Power 0 (light, heat, 0 electricity, 0 gas) Telephone 30 30 30 37.5 Public Liab /37.5 Prof Indem37.5 Insurance Postage 10 and carriage 10 10 Motoring 30 30 30 Interest 0 and bank 0 charges payable 0 Stationery 100 20 20 Drawings 0 (Directors) 0 0 Wages 0 & Salaries 0 0 Director's 0 Repayments 0 0 Loan/Financing 0 170Repayments 170 Fax 7.5 Costs 7.5 7.5 Accountancy 100 100 fees 100 Legal/professional 0 0 fees 0 Depreciation 0 0 0 Google 150 Adwords 150 Campaign 150 Advertising 250 &250 Marketing 250 Consumer 0 Targeted 0 DM 0 Website 50 Development 50 Costs 50 Brand 0 Character 0 Illustration0 Total 765 expenses/overheads 855 855 -365 Net profit -245 -91.3% Net profit-40.2% margin

0 0 30 37.5 10 30 0 20 0 0 0 170 7.5 100 0

69 March 2009 | Boro Takeaways Online Ltd

57 27

37 37

10 12 17 1 77 10 1

15 1 75 5 20

PROFIT AND LOSS FORECAST 4

6

7

8

19

10 2

11 3

12 4

Total 5

2700

3320

4210

5220 400

5700 610

6400 850

1670 7620

41010 2310

0

Cost 0 of sales 0

0

0

00

00

00

00

00

1670

2310 Gross profit2700

3320

4210

5220 400

5700 610

6400 850

1670 7620

41010 2310

27

100.0% Gross profit 100.0% margin 100.0% (%)

100.0%

100.0% 100.0%

100.0% 100.0%

100.0% 100.0%

100.0% 100.0%

100.0% 100.0%

100.0

Expenses/overheads Premises 0 (rent, 0rates) 0 0 Power 0 (light, heat, 0 electricity,0 gas) 0 Telephone 30 30 30 30 Public 37.5 Liab / 37.5 Prof Indem 37.5 Insurance 37.5 Postage 10 and carriage 10 10 10 Motoring 30 30 30 30 Interest 0 and bank 0 charges payable 0 0 Stationery 20 20 20 20 Drawings 0 (Directors) 0 0 0 Wages 0 & Salaries 0 1000 1000 Director's 0 Repayments 0 300 600 Loan/Financing 170 170Repayments 170 170 Fax 7.5Costs 7.5 7.5 7.5 Accountancy 100 100 fees 100 100 Legal/professional 0 0 fees 0 0 Depreciation 0 0 0 0 Google 150 Adwords 150 Campaign 150 150 Advertising 500 &500 Marketing 500 500 Consumer 0 Targeted 0 DM 200 0 Website 50 Development 50 Costs 50 50 Brand 0 Character0 Illustration 270 0

00 00 30 30 37.5 37.5 10 10 30 30 00 100 20 00 1000 0 900 0 170 0 7.5 7.5 100 100 00 00 150 150 250 750 00 50 50 270 0

00 00 30 30 37.5 37.5 10 10 30 30 00 20 20 00 1000 0 1200 0 170 170 7.5 7.5 100 100 00 00 150 150 250 750 200 0 50 50 00

00 00 30 30 37.5 37.5 10 10 30 30 00 20 20 00 1000 0 1500 0 170 170 7.5 7.5 100 100 00 00 150 150 250 750 00 50 50 270 0

00 00 30 30 37.5 37.5 10 10 30 30 00 20 20 00 1000 0 1800 0 170 170 7.5 7.5 100 100 00 0 150 150 250 750 2000 50 50 00

00 00 360 30 37.5 450 120 10 360 30 00 320 20 00 6000 0 6300 0 1870 170 7.5 90 1200 100 00 00 1800 150 6000 500 600 0 600 50 810 0

1105 Total expenses/overheads 1105 2875

2705

3525 765

3755 855

4125 855

1055 4155

26880 1105

11

1205 Net profit 1595

445

1505

1695 -365

1945 -245

2275 -5

3465 615

14130 1205

15

13.4%

35.7%

-91.3% 32.5%

-40.2% 34.1%

35.5% -0.6%

36.8% 45.5%

52.2% 34.5%

59.1

1670

100.0%

0 0 30 37.5 10 30 0 20 0 0 0 170 7.5 100 0 150 250 200 50 0 1055 615 36.8%

Month 5 2310 Revenue

52.2% Net profit margin 59.1%

70 March 2009 | Boro Takeaways Online Ltd

27

37

1 7 1

1 5

Profit & Loss Forecast (Year 2)

PROFIT AND LOSS FORECAST Month

13

14

15

16

17

9300

10000

10300

11600

13700

0

0

0

0

0

9300

10000

10300

11600

13700

140

100.0%

100.0%

100.0%

100.0%

100.0%

100.0

Expenses/overheads Premises (rent, rates) Power (light, heat, electricity, gas) Telephone Public Liab / Prof Indem Insurance Postage and carriage Motoring Interest and bank charges payable Stationery Drawings (Directors) Wages & Salaries Website Development Fax Costs Accountancy fees Legal/professional fees Depreciation Google Adwords Campaign Advertising & Marketing Consumer Targeted DM Website Development Costs Brand Character Illustration

0 0 30 37.5 10 30 0 20 2100 1000 50 7.5 100 0 0 150 750 200 0 270

0 0 30 37.5 10 30 0 20 2400 1000 50 7.5 100 0 0 150 750 0 50 0

0 0 30 37.5 10 30 0 20 2700 1000 50 7.5 100 0 0 150 750 0 50 270

0 0 30 37.5 10 30 0 20 3000 1000 50 7.5 100 0

10 2

150 750 200 50 0

1000 200 60 37.5 10 30 0 20 3000 2000 50 7.5 100 0 0 150 750 0 50 270

Total expenses/overheads

4755

4635

5205

5435

7735

74

Net profit

4545

5365

5095

6165

5965

66

48.9%

53.7%

49.5%

53.1%

43.5%

47.0

Revenue Cost of sales Gross profit Gross profit margin (%)

Net profit margin

71 March 2009 | Boro Takeaways Online Ltd

140

37

30 20

7 1

1 7

FORECAST PROFIT AND LOSS FORECAST

gas)

rance

yable

Month 13

14

15

16

17 13

18 14

19 15

20 16

21 17

9300 Revenue 10000

10300

11600

13700 9300

14090 10000

14900 10300

16200 11600

18080 13700

Cost 0 of sales 0

0

0

0

0

0

0

0

9300 Gross profit 10000

10300

11600

13700 9300

14090 10000

14900 10300

16200 11600

18080 13700

182 140

100.0% Gross profit 100.0% margin100.0% (%)

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0

Expenses/overheads Premises 0 (rent,0rates) 0 0 Power 0 (light, heat, 0 electricity, 0 gas) 0 Telephone 30 30 30 30 37.5 Public Liab /37.5 Prof Indem 37.5 Insurance 37.5 Postage 10 and carriage 10 10 10 Motoring 30 30 30 30 Interest 0 and bank 0 charges payable 0 0 Stationery 20 20 20 20 2100 Drawings (Directors) 2400 2700 3000 1000 Wages & Salaries 1000 1000 1000 Website 50 Development 50 50 50 Fax 7.5 Costs 7.5 7.5 7.5 Accountancy 100 100 fees 100 100 Legal/professional 0 0 fees 0 0 Depreciation 0 0 0 Google 150 Adwords 150 Campaign 150 150 Advertising 750 &750 Marketing 750 750 Consumer 200 Targeted 0 DM 0 200 Website 0 Development 50 Costs 50 50 Brand 270 Character 0 Illustration 270 0

1000 0 200 0 60 30 37.5 10 30 0 20 3000 2100 2000 1000 50 7.5 100 0 0 150 750 200 0 50 0 270

1000 0 200 0 60 30 37.5 10 30 0 20 3000 2400 2000 1000 50 7.5 100 0 0 150 750 0 50 0

1000 0 200 0 60 30 37.5 10 30 0 20 3000 2700 2000 1000 50 7.5 100 0 0 150 750 200 0 50 270

1000 0 200 0 60 30 37.5 10 30 0 20 3000 2000 1000 50 7.5 100 0 0 150 750 200 0 50 0

1000 200 60 37.5 10 30 0 20 3000 3000 2000 50 7.5 100 0 0 150 750 0 50 270

10 2

4755 Total expenses/overheads 4635 5205

5435

7735 4755

7465 4635

7935 5205

7465 5435

8735 7735

86 74

4545 Net profit 5365

5095

6165

5965 4545

6625 5365

6965 5095

8735 6165

9345 5965

95 66

48.9% Net profit 53.7% margin

49.5%

53.1%

43.5% 48.9%

47.0% 53.7%

46.7% 49.5%

53.9% 53.1%

51.7% 43.5%

52.4 47.0

72 March 2009 | Boro Takeaways Online Ltd

182 140

37

30 30 20

7 1

1 7 2

PROFIT AND LOSS FORECAST 16

18

19

20

13 21

14 22

15 23

16 24

Total 17

11600

13700 Revenue 14090

14900

16200

18080 9300

10000 18200

10300 19300

11600 22740

178410 13700

0

Cost 0 of sales 0

0

0

00

00

00

00

00

11600

13700 Gross profit 14090

14900

16200

18080 9300

10000 18200

10300 19300

11600 22740

178410 13700

140

100.0% Gross profit 100.0% margin 100.0% (%)

100.0%

100.0% 100.0%

100.0% 100.0%

100.0% 100.0%

100.0% 100.0%

100.0% 100.0%

100.0

100.0%

Month 17

140

Expenses/overheads 1000 Premises (rent, 1000rates) 1000 Power 200 (light, 200 heat, electricity, 200 gas) Telephone 60 60 60 Public 37.5 Liab / 37.5 Prof Indem 37.5 Insurance Postage 10 and carriage 10 10 Motoring 30 30 30 Interest 0 and bank 0 charges payable 0 Stationery 20 20 20 3000 Drawings (Directors) 3000 3000 2000 Wages & Salaries 2000 2000 Website 50 Development 50 50 Fax 7.5Costs 7.5 7.5 Accountancy 100 100 fees 100 Legal/professional 0 0 fees 0 Depreciation 0 0 0 Google 150 Adwords 150 Campaign 150 Advertising 750 &750 Marketing 750 Consumer 0 Targeted 0 DM 200 Website 50 Development 50 Costs 50 Brand 270 Character0 Illustration 270

1000 200 60 37.5 10 30 0 20 3000 2000 50 7.5 100 0 0 150 750 0 50 0

1000 0 200 0 30 60 37.5 37.5 10 10 30 30 00 20 20 2100 3000 1000 3000 50 50 7.5 7.5 100 100 00 00 150 150 750 750 2000 50 0 270 270

1000 0 200 0 30 60 37.5 37.5 10 10 30 30 00 20 20 2400 3000 1000 3000 50 50 7.5 7.5 100 100 00 00 150 150 750 750 200 0 50 50 00

1000 0 200 0 30 60 37.5 37.5 10 10 30 30 00 20 20 2700 3000 1000 3000 50 50 7.5 7.5 100 100 00 00 150 150 750 750 00 50 50 270 270

1000 0 200 0 30 60 37.5 37.5 10 10 30 30 00 20 20 3000 3000 1000 3000 50 50 7.5 7.5 100 100 00 0 150 150 750 750 2000 50 50 00

1000 8000 1600 200 600 60 37.5 450 120 10 360 30 00 240 20 34200 3000 24000 2000 600 50 7.5 90 1200 100 00 00 1800 150 9000 750 800 0 550 50 1620 270

10 2

5435

7735 Total expenses/overheads 7465 7935

7465

4755 8735

4635 8665

5205 8735

5435 8465

85230 7735

74

6165

5965 Net profit 6625

6965

8735

4545 9345

5365 9535

10565 5095

14275 6165

93180 5965

66

53.1%

43.5% Net profit 47.0% margin

46.7%

53.9%

48.9% 51.7%

53.7% 52.4%

49.5% 54.7%

53.1% 62.8%

43.5% 52.2%

47.0

0 0 30 37.5 10 30 0 20 3000 1000 50 7.5 100 0 150 750 200 50 0

73 March 2009 | Boro Takeaways Online Ltd

37

30 20

7 1

1 7

Grants, Loans & Awards Catalyst Funding The Catalyst funding and Catalyst2 funding project has been running since January 2007. The scheme provides funding for web development of up to 50% for a maximum of £2,000. It is managed by TNERP (The North East Regional Portal) and also supported by One North East.

The aim of the project is to help North East businesses gain access to funding for ICT and E-Business projects including eCommerce, CMS and brochure sites..

Business Link / NEEIC Funding These can include website design, brand development, marketing, and other consultancy work of this nature. The funding level ranges from 30% - 70% typically, but in some cases projects can be 100% funded. (https://www.neeic.co.uk/page/index.cfm) One North East (Projects Supported by ERDF and ESF) http://www.onenortheast.co.uk/projectssupported.cfm For the 2007-13 period, the Government has delegated the implementation of the North East England ERDF Competitiveness Programme 2007-13 to One North East.

The 2007-13 ERDF Competitiveness programme is bringing £255m into the region. Every region develops its own ERDF operational programme with partners to govern how their allocation of money will be spent.

74 March 2009 | Boro Takeaways Online Ltd

Project Management & Timetable In order to ensure the launch of the service and recruitment of the takeaways and restaurants go ahead without too many issues it is necessary to plan the various stages of startup Prices/Costs still to source 1. Leaflet Distribution from Unique Leaflets (Unit 14, South Bank Business Centre - 01642 438414) 2. Price for takeaway/restaurant database from selectabase (as opposed to using yell.com) 3. Final pricing structure from web companies 4. Bank charges and Payment Gateway (Protx) transaction charges - as we will pass these onto consumer 5. Insurance costs (Public Liability, Professional Indemnity) Pre Website Building Phase 1. Prepare and Complete Business Plan 2. Source and choose web company to build the site 3. Set up bank account (arrange meeting to discuss possible funding) 4. Apply for grants from Business Link (arrange meeting?)

5. Arrange meeting with accountant to discuss VAT, Invoicing/payment issues, bookkeeping 6. Start creating filing systems to organise paperwork/bookkeeping 7. Create content for website (i.e About Us, Own a Takeaway?, News, Privacy Policy, Ts & Cs) 8. Set up email addresses for individuals and departments if required (i,e support@, ste@ etc) 9. Buy 0844 number for company (revenue generating) During Website Building Phase (2-3 months) 1. Create letterhead and letter copy to sell service to prospective takeaways 2. Collate names and addresses of takeaways in the region in preparation for a DM mailing 3. Start putting together leaflet designs for customer acquisition 4. Check legalities of takeaway contract 5. Register with Data Protection 6. Source a salesperson to follow up leaflet distribution (initially on Commission only) 7. Register and setup Payment Gateway (i.e Protx) and Merchant Bank Account On Website Completion (1 month Pre Website Launch) 1. Send letters out to prospective takeaways to get them on board 2. Set up Virtual Receptionist system for incoming calls (60 day free trial) 3. Have a sales person actively recruiting takeaways (working on a commission basis initially) 4. Undergo a testing phase using recently introduced takeaways and friend/family to order On Public Launch of Site 1. Send out DM to residential homes (only target areas that we have takeaways in and build from that) 2. Press Release to the Evening Gazette and possible advert (5% discount on first order?)

3. Introduce ourselves to MacMillans and Teesside Hospice 4. Leaflets left with Taxi ranks (using family contacts) 5. Launch Adwords campaign including takeaway specific advertising 6. Facebook Group setup so family/friends can link and promote (become a fan of) the site

75 March 2009 | Boro Takeaways Online Ltd

Key Contacts Mr Daniel Scott Pinkney Address: 10 Blackthorn, Coulby Newham, Middlesbrough TS8 0XD Email: daniel.pinkney / danielpinkney@me.com (direct to mobile) ICQ No. 448173622 Mr Stephen Anthony Ashworth Address: 187 Baldoon Sands, Acklam, Middlesbrough, Cleveland TS5 8UB Telephone: 01642 278007 Email: mail@1079graphics.co.uk ICQ No. 394220757 Mr David Arkley (Chartered Accountant) Address: Leonard Byes, 80 Borough Road, Middlesbrough, Cleveland TS1 2JN Telephone: 01642 246006 Email: david@byes.com Lisa Gowler Address: Business Link, Spectrum 6, Spectrum Business Park, Seaham, County Durham SR7 7TT Telephone: 0845 6009006 Email: lisa.gowler@businesslinknortheast.co.uk Yakesh Arora Address: neoteric uk ltd, Regent House, 24-25 Nutford Place, London, W1H 5YN Telephone: 07960 453 827 / 0207 569 3260 / 0870 446 0126 Email: yakesh@neotericuk.com Tim Johnson / Dean Benson Address: Visualsoft Uk Ltd, 19 South Side Retail Park, Portrack Lane, Stockton-On-Tees TS18 2TA Telephone: 01642 633 604 Email: tim.johnson@visualsoft.co.uk /dean.benson@visualsoft.co.uk Jonathan Porter Address: NE-Web, Suite 33, Design Works, William Street, Felling, Gateshead, Newcastle upon tyne, Tyne & Wear, NE10 0JP Telephone: 0191 423 6258 Email: jonathan@ne-web.com

76 March 2009 | Boro Takeaways Online Ltd

Appendices 78.

Takeaway/Restaurant Registration Form

79.

Takeaway/Restaurant Survey

81.

Takeaways in Middlesbrough, Cleveland & Darlington

82.

Terms & Conditions

85.

Protx Payment Gateway / HBOS Merchant Account

86.

Boro Takeaways Online Ltd Certificate of Incorporation

87.

E&P Press Article

88.

E&P Business Link Awards Article

89.

Qualifications

90.

Resources / Bibliography

92.

Curriculum Vitae - Daniel Pinkney

96.

Curriculum Vitae - Stephen Ashworth

97.

Curriculum Vitae - Tony Gosling

100. Press Article - Dining Out is Out, Takeaways are Reporting Huge Sales Increases 101. Neoteric Proposal for Web Development

Additional Materials 1. Completed Surveys 2. Takeaway Menus 3. E&P Design Brochure

77 March 2009 | Boro Takeaways Online Ltd

borotakeaways.com delivered • online

Takeaway Registration Form Return this form to: Boro Takeaways Online Ltd, 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ Note: You can register faster online at www.borotakeaways.com/register

Supplier Information Restaurant/Takeaway:

Cuisine Category:

Main Contact Name:

Restaurant/Takeaway Address and Postcode:

Restaurant Telephone: Fax Number or Email to Receive Orders: Contact Email Address:

Service Details Delivery Postcodes covered: Delivery Fee (£): Minimum Order (£): Usual Delivery Time (in minutes): Delivery Hours:

Mon

Tues

Wed

Thurs

Fri

Sat

Sun

Time First Order Taken: Time Last Order Taken:

Bank Information (Payments will be made weekly, every Monday) Account Holder Name:

Account Number:

Sort Code:

Name of Bank:

Service Agreement Do you Authorise Boro Takeaways Online Ltd to take Credit/Debit Card orders on your behalf?

Commission Rate:*

Y / N

10%

I, the undersigned, agree to the above terms of the service contract. I understand that I may leave Boro Takeaways Online Ltd at one days notice, if required. I confirm that all details herein are correct Print Name:

Position:

Signature:

Date:

*The rate of commission agreed to Boro Takeaways Online Ltd, for the management of each food order from the website of www.borotakeaways.com Boro Takeaways Online Ltd T/A borotakeaways.com | Telephone: 01845 526905 | Email. support@borotakeaways.com Registered Office: 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ. Company No. 6799009. VAT Registration No. xx xxxx xx

CONFIDENTIAL

ALL INFORMATION GIVEN WILL BE TREATED IN THE STRICTEST OF CONFIDENCE AND WILL NOT BE DISCLOSED TO ANY THIRD PARTY WITHOUT YOUR PERMISSION.

WOULD YOU LIKE TO INCREASE YOUR SALES BY 20%?

1. TAKEAWAY DETAILS Trading Name

Email (Work)

Trading Address

Email (Other) Contact Name Postcode:

Owner’s Name

Telephone No. (inc STD code)

Best Times to contact

Mobile No.

2. ABOUT YOUR RESTAURANT/TAKEAWAY a. Type of Business? i,e Chinese, Indian, Pizza, Thai, Fish & Chips, Other b. How long has the business been trading? c. Do you have any other business? Y d. Website address

N

http://www.

e. Would you like your own website? Y f. Opening hours: M-F g. Do you deliver? Y

Details:

N

N

Sat

Sun

What radius?

Delivery charge?

h. What is your average turnover/sales/orders per week? i. What are your busiest days?

j. When is your busiest time?

k. Name of wholesaler, cash & carry, distributor? l. Do you offer credit card payment facilities? Y

N

m. Do you have internet access within your business premises? Y n. Do you have a fax machine on your business premises? Y o. If no would you consider having one on the premises? Y

N N

N

p. How many telephone lines do you have?

N

r. What are your specialities? s. Have you won any awards? Y t. What qualifications do you have?

N

Details: 79

©2009 Boro Takeaways Online Ltd T/A borotakeaways.com. 10 Blackthorn, Coulby Newham, Middlesbrough TS8 0XD March 2009 | Boro Takeaways Online Ltd Telephone : 0844 330 8967. Registered in England No. 6799009. Registered Office: 80 Borough Road, Middlesbrough, TS1 2JN.

BT FEEDBACK FORM 03/09

q. Would you accept text orders from registered customers? Y

3. ABOUT YOUR ADVERTISING AND PROMOTIONAL ACTIVITIES a. Do you advertise? Y

N

Details:

b. Do you advertise in Yellow Pages, Yell.com or Thomson Local? Y

N

c. How much do you spend on advertising in Yellow Pages, Yell.com or Thomson Local?

£

d. How do you distribute your menu? e. Who prints your menus and leaflets? f. How many do you need to order?

£

e. What do they cost?

g. What is your promotional advertising budget? £

WOULD YOU LIKE TO INCREASE YOUR SALES BY 20%?

What is the most you would be willing to pay towards increasing your business by a potential 20% or more?

Nothing

£20 (per month)

£10 (per month)

£25 (per month)

£15 (per month)

£30 (per month)

Percentage on sales generated (please detail what percentage)

%

When can we meet up to discuss our business offer with you?

Name of person completing survey:

Signature:

All information given will be treated in the strictest of confidence and will not be disclosed to any third party without your permission.

For Internal Use only

Sales checklist 1. Menu taken Y

N

2. Good location Y 3. Local competition Y

Details:

N N

Details:

80 ©2009 Boro Takeaways Online Ltd T/A borotakeaways.com. 10 Blackthorn, Coulby Newham, Middlesbrough TS8 0XD March 2009 | Boro Takeaways Online Ltd Telephone : 0844 330 8967. Registered in England No. 6799009. Registered Office: 80 Borough Road, Middlesbrough, TS1 2JN.

BT FEEDBACK FORM 03/09

Additional Notes:

Takeaways in Middlesbrough, Cleveland and Darlington Those that are registered with Yell.com Takeaways

% Coverage

YP Web Link

YP Priority List

42

8.5

1

3

3

0.6

0

0

24

4.9

0

0

9

1.8

0

0

Acklam

31

6.3

1

1

TS6

Eston, Normanby, South Bank, Grangetown

24

4.9

0

0

TS7

Marton, Nunthorpe

8

1.6

0

0

TS8

Coulby Newham, Hemlington

7

1.4

0

0

TS9

Stokesley, Great Ayton

6

1.2

0

0

TS10

Redcar

36

7.3

0

0

TS11

Marske

7

1.4

0

0

TS12

Saltburn-by-The-Sea, Brotton, Skelton

18

3.7

0

0

TS13

Staithes, Loftus

8

1.6

0

0

TS14

Guisborough

15

3.0

0

1

TS15

Yarm

6

1.2

0

0

TS16

Eaglescliffe

7

1.4

0

0

TS17

Ingleby Barwick, Thornaby

17

3.5

0

0

TS18

Stockton-on-Tees

50

10.2

0

1

TS19

Stockton-on-Tees, Fairfield

18

3.7

0

0

TS20

Norton

19

3.9

0

0

TS21

Sedgefield

6

1.2

0

0

TS22

North Billingham (Wolviston)

6

1.2

0

0

TS23

South Billingham

21

4.3

0

0

TS24

North Hartlepool

30

6.1

1

0

TS25

South Hartlepool

27

5.5

0

0

TS26

Central Hartlepool

29

5.9

0

0

TS27

Blackhall Colliery, Hartlepool

6

1.2

0

0

TS28

Wingate, County Durham

6

1.2

0

0

TS29

Trimdon, County Durham

6

1.2

0

0

492

100.0

3

6

Takeaways

% Coverage

YP Web link

YP Priority List

50

17.7

0

2

3

1.1

0

0

Postcode

Areas Covered

TS1

Central Middlesbrough

TS2

Port Clarence, Seal Sands

TS3

Ormesby

TS4

Marton Road, Longlands, Saltersgill

TS5

Subtotal

Postcode

Areas Covered

DL1

Northgate, Darlington

DL2

Hurworth, Sadberge, Darlington

DL3

Darlington

36

12.7

0

1

DL4

Shildon, County Durham

13

4.6

0

0

DL5

Newton Aycliffe

20

7.1

0

0

DL6

Northallerton

5

1.8

0

0

DL7

Northallerton

11

3.9

0

0

DL8

Bedale, Leyburn

14

4.9

0

0

DL9

Catterick Garrison

11

3.9

0

0

DL10

Richmond, North Yorkshire

15

5.3

1

0

DL11

Richmond

0

0.0

0

0

DL12

Barnard Castle

12

4.2

1

0

DL13

Bishop Auckland

8

2.8

0

0

DL14

Bishop Auckland

31

11.0

0

0

DL15

Crook, County Durham

18

6.4

0

0

DL16

Spennymoor, County Durham

16

5.7

0

0

DL17

Ferryhill, County Durham

20

7.1

0

0

Subtotal

283

100.0

2

3

Grand Total

775

81 March 2009 | Boro Takeaways Online Ltd

Terms & Conditions Terms and Conditions governing the placing of orders and the handling of credit card payments by Boro Takeaways Online Ltd T/A Borotakeaways.com.

These terms and conditions govern the relationship between users of the Borotakeaways.com web site and Boro Takeaways Online Ltd, the operators of the Borotakeaways.com web site.

THE NATURE OF THE CONTRACT BETWEEN YOU AND THE RESTAURANT 1. Boro Takeaways Online Ltd is authorised to take payment directly from users of the Borotakeaways. com web site when they place orders with certain restaurants.

2. Although payment is taken directly by Boro Takeaways Online Ltd rather than by the restaurant itself, this does not change the fact that upon placing an order with a restaurant, a contract is formed between you (“the Purchaser”) and the restaurant (“the Vendor”).

3. In this respect, Boro Takeaways Online Ltd is only acting as an agent of the Vendor. Our role is limited to facilitating the transaction between the parties. The Vendors provide Boro Takeaways with a commission on each order for fulfilling this role on their behalf, and Boro Takeaways does not derive any other income from orders which are placed by Purchasers, nor is Boro Takeaways Online Ltd involved in any other aspect of the contract between a Vendor and a Purchaser.

4. The various facilities which Purchasers and Vendors may use to deal and communicate with one another via the borotakeaways.com web site are merely services which Boro Takeaways Online Ltd provides in order to facilitate the contract between a Vendor and a Purchaser.

LIABILITY 1. Although Boro Takeaways Online Ltd endeavours to ensure that only Vendors which meet reasonable criteria of quality and reliability are included on the borotakeaways.com web site, Boro Takeaways Online Ltd has no control over the goods and services which are offered for sale by Vendors on the Borotakeaways.com web site.

2. Boro Takeaways Online Ltd makes no representation and has no control over the description, intrinsic nature or properties of the goods and services which are offered for sale by Vendors and are bought

by Purchasers via the Borotakeaways.com web site. Nor does Boro Takeaways Online Ltd make any representation or exercise any control over the production or delivery processes whereby these goods are provided to Purchasers pursuant to an order which is placed on the abovementioned web site.

3. Purchasers acquire any goods and services which are offered by Vendors via the Borotakeaways.com web site at their own risk. Boro Takeaways Online Ltd hereby disclaims any liability regarding the goods or services in question.

4. Should Purchasers be dissatisfied in any way with the goods and services delivered pursuant to an order placed via the Borotakeaways.com web site or in the event of any disputes in connection with the fulfilment of such an order or any claims for damage caused by the fulfilment of the order or by the goods and services themselves, it is up to Purchasers to take up the matter with the Vendors.

Borotakeaways.com hereby disclaims any liability in connection with the processing of orders unless it is clearly shown that the problem was caused by an error or negligence on the part of Boro Takeaways Online Ltd in processing a Purchaser’s order and forwarding it to the Vendor.

5. In any event, given that Boro Takeaways Online Ltd is merely acting as a facilitator in the contract between the client and the restaurant, Boro Takeaways Online Ltd’s liability for any fault inherent to the goods or services or to the provision thereof shall be limited to the extent of the consideration paid for same by the Purchaser.

6. Although Boro Takeaways Online Ltd endeavours to ensure that Vendors do not mark up their prices

82 March 2009 | Boro Takeaways Online Ltd

on the Borotakeaways.com web site, and do not change the prices published on that web site arbitrarily or with unreasonable frequency, Boro Takeaways Online Ltd has no control over the prices which are published by the Vendors on the Borotakeaways.com web site.

7. Boro Takeaways Online Ltd hereby disclaims any liability regarding any changes in the prices of goods or services which are published by Vendors on its web site.

THE PROCESSING AND STORAGE OF CREDIT CARD DATA 1. The fact that Boro Takeaways Online Ltd is authorised to take payment from Purchasers directly on behalf of certain Vendors avoids us having to pass on any details of customers’ credit cards to the Vendors and is therefore a more secure arrangement.

2. Boro Takeaways Online Ltd does not store the credit card details of Purchasers who are private individuals when they place orders with Vendors via the Borotakeaways.com web site. Such credit card transactions are carried out using the services of a specialised card processing company and only transaction codes are retained.

4. Boro Takeaways Online Ltd performs all credit card-related transactions using the highest level of security available for e-commerce transactions over the web.

ACCOUNTS – RESPONSIBILITY FOR TRANSACTIONS 1. As part of the services which it provides to Purchasers in order to facilitate their acquisition of goods and services from Vendors, Boro Takeaways Online Ltd offers Purchasers the option of setting up an account in order to simplify, speed up and automate certain aspects of the ordering process.

2. Purchasers who hold an account shall be financially liable for all transactions which are made using their account. It is up to Purchasers who hold an account to ensure that they keep the details of their account, such as their user name and password, strictly confidential, in order to ensure that their account is not used by any third parties without their knowledge. For its part, Boro Takeaways Online Ltd pledges to protect Purchasers’ accounts and account details with the highest levels of security.

3. Purchasers wishing to set up an account must be over 18 years of age; they must be purchasing goods and services for their own use and must have the capacity to enter into the kinds of transactions for which the account is likely to be used.

4 Purchasers must ensure that all the information which they provide to Boro Takeaways Online Ltd via the Borotakeaways.com web site or otherwise is truthful and accurate.

5. Any orders placed by Purchasers who fail to provide correct information about their credit or debit card billing address and/or cardholder details where this is required shall be cancelled. The same shall apply if Purchasers’ payments are declined by their bank or credit card company or in any other circumstances where either payment or the delivery process are likely to be compromised in any way.

6. In order to minimise the effects of credit card fraud, the service providers which process credit card payments on behalf of Boro Takeaways Online Ltd may occasionally carry out random checks on Purchasers. The nature, scope and frequency of these checks are unknown to Boro Takeaways Online Ltd and are beyond its control. The checks in question are neither carried out at the bidding nor in the interests of Boro Takeaways Online Ltd, which therefore disclaims any liability in connection with same.

PRIVACY 1. Boro Takeaways Online Ltd operates a standard privacy policy which is in keeping with the applicable UK and European rules and regulations regarding the personal data of Purchasers which it collects via the Borotakeaways.com web site and/or stores in its databases as a result of transactions or otherwise.

Unless Purchasers expressly authorise Boro Takeaways Online Ltd to use their data for certain specific 83 March 2009 | Boro Takeaways Online Ltd

purposes, none of the personal data about Purchasers which is stored in Boro Takeaways Online Ltd.’s databases shall be disclosed to third parties or used for any purposes other than to facilitate the said Purchasers’ placing of orders with the Vendors or to compile anonymous usage statistics. Purchasers shall at all times have a right to access, modify or delete their personal data which is held by Boro Takeaways Online Ltd. APPLICABLE LAW 1. Any orders which are placed by Purchasers via the Borotakeaways.com web site in England shall be governed by English law.

CONTACTING US 1. Purchasers wishing to contact Boro Takeaways Online Ltd. regarding any matters arising from these terms and conditions or to exercise their rights under the UK’s privacy laws as per the Boro Takeaways privacy policy should contact our customer services department by e-mail on support@borotakeaways. com or call us on 01845 526905.

84 March 2009 | Boro Takeaways Online Ltd

E&P Press Article

87 March 2009 | Boro Takeaways Online Ltd

E&P Business Link Awards Article The Northern Echo - Award boosts business for agency

August 23 2008

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Video Audio History Columnists Local Heroes Events rE-view Announcements Photo Sales Contact The North East | Archive | 2000 | December | 20

AWARD BOOSTS BUSINESS FOR AGENCY

HOT JOBS

From the Northern Echo, first published Wednesday 20th Dec 2000.

RGN / RMN

A TEESSIDE advertising agency is making its mark in the business after landing a top business gong.

Home Manager Salturn by the Sea

Middlesbrough-based Ellahi & Pinkney Ltd have come a long way since setting up just nine months ago, and its achievements were recognised when picking up a prize at the Best New Business In Tees Valley Awards.

Production Operative

*Accounting * Hairdressing* Business Administratio PROJECT ENGINEER & CMM TECHNICIAN

The agency has already made a major impact in the region¹s advertising and design industry having acquired accounts with Supreme Home & Fashion Wares and Macks Solicitors against more established local agencies.

The firm has also proved its success on the national and international stage, holding accounts for mountain bike manufacturers MuddyFox Ltd, and currently putting the finishing touches to the official website for Manchester music group Cleopatra.

Lecturer in Foundation Studies

LOCAL ADVERTISERS

The firm offers assistance with corporate identity design for print and exhibitions through to multimedia and direct mail, but it is as an advertising agency that they are becoming renowned.

And Ellahi & Pinkney have ambitions to expand the company, with growth the key to future success.

Daniel Pinkney, 24, said: "We'd like to thank all of our clients for their support over the last eight months, and this award is another step in establishing ourselves as one of the regions leading advertising agencies."

His partner Tanvir Ellahi said: "It was an honour to be considered for a business award at such an early stage in our business, let alone win it.

"We are absolutely delighted particularly as we were up against some very successful companies" Tanvir himself is very ambitious to turn the firm into a regional success story, and he has ideas for taking control of a business very close to his heart.

LOCAL INFORMATION Enter your postcode, town or place name

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"This will be the biggest agency in the North-East and one day I have plans to buy Middlesbrough FC." Look out Steve Gibson!

Archive Home From the Northern Echo http://www.thenorthernecho.co.uk © Newsquest Media Group 2000

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http://archive.thenorthernecho.co.uk/2000/12/20/183745.html

Page 1 of 2

88 March 2009 | Boro Takeaways Online Ltd

Relevant Qualifications

89 March 2009 | Boro Takeaways Online Ltd

Resources / Bibliography Delivery Systems /EPOS http://www.invenia.es/tech:05_dk_dkej_0d81 A small Danish company has developed an Internet-based ordering system with 2-way communication between take-away restaurants and customer. The concept is generating increased sales in the restaurants with maximum service and security and a minimum of workload for the restaurant. The company is looking for partners in EU countries with the potential for marketing this innovative new technology.

Licensing opportunity is offered.

Online Takeaway Services http://www.oktakeaway.co.uk/business/ http://www.takeawayonline.net/ http://www.curriesonline.co.uk/ http://www.e-resistible.co.uk/ http://www.eatitnow.co.uk http://hungryhouse.co.uk/ http://www.just-eat.co.uk http://www.mealtogo.com http://www.ordertakeaway.co.uk/ http://www.urbanbite.com/ http://theonlinewaiter.com/ http://www.sourceunited.com/onlinetakeaway.htm http://www.mrsite.com/pro.asp iPhone App developers http://www.theiphonedevelopers.co.uk/ Web Companies http://www.webcreationuk.com http://www.ne-web.com http://www.visualsoft.co.uk http://www.ishirinc.com/ http://www.stevesims.com/ http://www.r@digitalbroadcasters.co.uk/ http://www.11outof10.com/ http://www.fatmedia.co.uk/ http://www.jpci.net/ http://www.metafocus.co.uk/ http://www.surfocracy.com/ Data Protection http://www.ico.gov.uk/ Web Features http://www.addthis.com/

90 March 2009 | Boro Takeaways Online Ltd

Payment Gateways http://www.protx.com/ http:///www.paypal.com http://checkout.google.com http://www.nochex.com/ http://www.worldpay.com/ Web Security http://www.thawte.com/ http://www.comodo.com/ Banking http://www.bankofscotlandbusiness.co.uk/ http://www.barclaycardbusiness.co.uk/accepting_cards/phone_mail_internet/end_to_end/ Virtual Receptionists / Telephone Services http://www.virtualreceptionist.co.uk/ http://www.moneypenny.co.uk/ http://www.switchboardfree.com/ http://www.dbs-uk.co.uk/telecoms/0844-number-provider.html Web Form to Fax/SMS http://www.interfax.net/en/index.html http://www.esendex.co.uk/ http://www.smsprinter.co.uk/ Database Companies http://www.yell.com/ http://www.selectabase.com/ Franchising http://www.ecademy.com http://www.entrepreneur.com/franchises/ E-Marketing / e-Newsletters http://search.constantcontact.com/ http://www.aweber.com/ http://www.plus.approvedemaildata.co.uk http://www.approvedindex.co.uk http://www.businessstrata.com/Talk/Email-Marketing/ http://www.electricmarketing.co.uk/top1000.html?ctype=3 http://shop.datahq.co.uk/ http://www.emailmovers.com/buyemaillists.html http://www.prospectemail.net/shop/view_product.php?product=cb3672 http://www.businessmailing.co.uk/www/products-overview.asp http://www.businessmailing.co.uk/www/lists_more.asp?id=291 http://www.databasegroup.co.uk/email_marketing.asp http://articles.directorym.co.uk/Getting_in_Touch_With_the_Customer_Mailing_List_Brokersa870659.html#8101856 http://www.prospectemail.net/consumeremaillists.html http://www.marketingguru.co.uk/ds_standard.asp?classID=876

91 March 2009 | Boro Takeaways Online Ltd

DANIEL SCOTT PINKNEY 10 Blackthorn, Coulby Newham, Middlesbrough, TS8 0XD Telephone: 01845 526905 Mobile: 0759 060 8676 (text only) E-mail: dp@umbrellapink.org / danielpinkney@me.com

Personal Profile An amenable, reliable and trustworthy individual, who is extremely dedicated in all he does. Highly organised, he has a proven record of successfully managing heavy workloads and other individuals as well as working on multiple tasks to tight deadlines. His inherent creative skills and passion for learning make him an excellent problem solver and team-player and have served him well in all his businesses. Being hard-of-hearing Daniel is unable to converse by telephone but he has has managed to work around this by fully utilising web and email facilities and primarily dealing with people on a face to face basis.

Employment / Business History

2008-Present

Umbrella Pink Ltd, Thirsk/Middlesbrough Graphic Design agency and Business Support Services Managing Director / Shareholder (2008-Present) Established Umbrella Pink in December 2008 as a private limited company (Registered in England No. 06060950) as a vehicle for graphic design work and associated business services.

2007-Present

Bytheway Stores Ltd, Thirsk An independent convenience store (including off-licence and newsagents) Managing Director / Shareholder (2007-Present) Established Bytheway Stores in 2007 as a private limited company (Registered in England No. 06160950) and subsequently purchased the freehold for a convenience store and house in Thirsk. To date Daniel has been actively working in the business as well as refurbishing and extending the store.

Daniel currently partakes of all roles within the business including branding & design, accounts & VAT, recruitment, implementing EPOS systems, stock control & ordering as well as everyday stocking and serving when required. He and his business partners are following Daniel's business plan to the letter implementing systems and procedures so that a permanent manager can be eventually drafted in leaving Daniel free to concentrate on building up the business and also to pursue other business interests and investments.

2006-2007

Research & Development After leaving Ellahi & Pinkney Ltd, Daniel took a year out during which he sought new business and investment prospects. During this time he helped colleagues and friends by compiling comprehensive business plans, advertising & marketing strategies and also creating brand identities for their companies. He continues working with them as a mentor/sounding board and offers advice and support when required. He has also compiled a range of business plans for his own ideas, the latest of which was successfully used to secure £300,000 of funding to purchase the convenience store in Thirsk.

1999-2006

Ellahi & Pinkney Ltd, Middlesbrough A strategic communications agency, specialising in direct mail, advertising and design for print. The company saw turnover increase from £211,000 in 2000 to £8.2million in 2004. Company website: www.eandpcreative.co.uk Consultant (2005-2006) Worked for Ellahi & Pinkney Ltd as a design consultant.

Creative Director & Shareholder (1999-2005) Established Ellahi & Pinkney in 1999 as a partnership with Mr Tanvir Ellahi. A year later, in October of 2000, it became a private limited company (Registered in England No. 4091562).

In his role of Creative Director, Daniel worked alongside Managing Director Mr Tanvir Ellahi and managed the in-house design and production teams (including teaching all staff the relevant design/IT skills and company procedures). His position involved occupying a variety of roles for the duration including Creative Director, Studio Manager, Graphic Designer, Artworker, Production Manager and IT Administrator. This involved liaising continuously with clients, staff, and third-party service providers. And, as Company Secretary he managed company finances for the first 18 months of trading including book-keeping and completing VAT returns until a firm of accountants were employed to free Daniel of the increasing paperwork involved.

Clients included: NTL, Business Link, Middlesbrough College, CCAD (Cleveland College of Art & Design), Majestic Bingo, Electrolux Outdoor Products (Flymo, McCulloch & Partner brands), Hotel Tall Trees, Northumbrian Water, The Tees Forest, Macks Solicitors, UNIS4NE (Universities for the North East), Stockton International Family Centre, Leonards Electricals, Middlesbrough FC, Clear Financial Services, Staincliffe Hotel & Muddyfox Mountain Bikes.

1998-1999

Citrus Creative Creative Graphic Design Agency, specialising in design for print.

Partner Established Citrus Creative with fellow University of Teesside graduate, Mr James Cianciaruso.

Worked primarily as Designer/Artworker as well as managing all company finances (including book-keeping and completing VAT returns).

Clients included: CCAD (Cleveland College of Art & Design), Muddyfox Mountain Bikes, Buzzwords, Cleveland Arts, Northern Arts, Soccer Sensations, Metaphysica, The Tees Forest & The Arc (Stockton).

Qualifications 1995-1998

University of Teesside, Middlesbrough BA Honours Degree in Graphic Design: Passed with First Class Honours. Also won the Evening Gazette Design Award and elected Licenciate of the Society of Typographic Designers.

1994-1995

Cleveland College of Art & Design, Middlesbrough BTEC Diploma in Foundation Studies in Art & Design: Passed with Distinctions.

1992-1994

South Park VI Form College, Middlesbrough 4 Aâ&#x20AC;&#x2122; Levels: Art & Design [A], Physics [C], General Studies [C], Mathematics [E].

1987-1992

Gillbrook Secondary School, Middlesbrough 9 GCSEâ&#x20AC;&#x2122;s: English Language [B], English Literature [B], Mathematics [B], The Sciences Double Award [B][B], German [A], Art & Design [A], Computer Studies [A], Geography [C].

Other Skills Computer literate: Working primarily with Apple Macintosh computers (including setting up of software, printers, scanners, data backup systems and email/broadband facilities on IT network). Also experienced in setting up wireless networking and backup systems).

Design skills: Extensive working knowledge of industry standard software packages such as Adobe Indesign CS2, Adobe Photoshop CS2, Adobe Illustrator CS2, QuarkXpress 6, Macromedia Freehand MX and Adobe Acrobat Professional as well as working experience of Word and Excel - all running under the latest Mac OS X software (10.5.6). However, since setting up Bytheway Stores and due to limitations of EPOS systems working solely on the Windows platform, Daniel has quickly adapted to using Windows XP as and when required.

Developing Business Plans: Daniel has compiled a variety of comprehensive business plans for several individuals for the initial purpose of raising capital and finance. These business plans also go on to provide the owners with in-depth research statistics, subsequent analysis of these findings and an invaluable plan of action and guidelines for progression and future growth of the business. All have been enthusiastically welcomed as they have helped give the business owners the confidence and drive to push their businesses forward.

Driving Licence: Full

Hobbies & Interests Reading (factual), Golf (5-handicap), Motoring, Keep-fit, Apple Computers, Design, Cosmology, Business & Investments

Personal Details Date of Birth Nationality Gender Marital Status Disabilities Health

30th January 1976 (33) British Male Living with fiance Stephanie, son Isaac (3 months), and stepdaughter Jaden (9).

Hard-of-hearing (wears 2 hearing aids) Good. Non-smoker and teetotal

References Mr Stephen Osborne, Cleveland Bridge plc.

Email: stephen.osborne@clevelandbridge.com Mr Stephen Bytheway, SABIC Europe plc.

Email: Steve.E.Bytheway@SABIC-Europe.com

PRN Wire: Dining Out Is Out – Takeaways Are Reporting Huge Sales Increases

06/02/2009 23:14

PRESSRELEASENETWORK.com Dining Out Is Out – Takeaways Are Reporting Huge Sales Increases London, UK - Oct 17, 2008 (PRN): Just-Eat.co.uk, the UK’s leading online takeaway portal have announced a 69.5% increase in sales during the last six months compared to the previous six months, proving that the Credit Crunch is not affecting the takeaway food industry.

Many industries have been affected by the downturn in the economy, but sales statistics released by international online takeaway website www.Just-Eat.co.uk have shown that the takeaway industry is still thriving as the public would prefer to order a takeaway rather than dine out, saving themselves money on drinks, taxis and service charges.

Statistics from quarters 2 and 3 from this year; during which time the Credit Crunch has really taken a toll on the economy suggest that the British public are still happy to purchase food from their local restaurants.

The company has released statistics showing that the last 6 months have produced a 69.5% increase in sales when compared to the 6 months previously, to the point where Just-Eat.co.uk is now processing thousands of orders per month for its customers online. Record orders over the weekends have resulted in hundreds of new customers at Just-Eat.co.uk as the popular online food ordering web site becomes the first point of call online to order hot food delivered to your door from more than 1660 delivery restaurants nationwide.

Ash Ali, Marketing Manager of Just-Eat.co.uk said, “In a time when the media report doom and gloom across many different sectors, we are able to report a significant rise in orders. Talks with many of our partnered restaurants convey a similar picture, where they have stated that they have in fact seen a rise in takeaway requests in the last 6 months, with less sit-in customers and much less drinks spend.

“The reason for this is that people are more likely to order takeaway food to their home, than going out to expensive restaurants, and is possibly related to the fact that restaurants have kept their prices consistent with the prices of their food inflation in the six month period before the Credit Crunch really took hold. It seems more people are now staying in than going out.” www.Just-Eat.co.uk provides a quick and convenient service supplying customers with a large directory of varied restaurants and eateries in their area, which when selected provide the user with a full, up-to-date menu including prices. The site also gives the customer an estimated delivery time, as well as beverage options. ###

[ NEWS ROOM ]

1565 http://www.pressreleasenetwork.com/newsroom/news_view.phtml?news_id=2631

Page 1 of 2

borotakeaways.com delivered â&#x20AC;˘ online Boro Takeaways Online Ltd T/A borotakeaways.com Registered Office: 80 Borough Road, Middlesbrough, TS1 2JN.