This business plan outlines the strategy for ROOST, a franchised, organic, free-range hospitality and retail concept by Carl Joshua Ncube, strategically located at halfway stops in rural Zimbabwe. ROOST aims to provide quality, fresh, and ethically sourced products to local residents, travelers, and the tourism sector, connecting rural producers directly to consumers.
1. Executive Summary
ROOST is a unique hybrid franchise model combining a farm-to-table café/restaurant and an organic fresh produce retail store. Its core proposition is quality, transparency, and rural empowerment. By positioning units in high-traffic rural transport corridors, ROOST captures two market segments: long-distance travelers seeking a clean, quality break, and local communities requiring access to premium products and a market for their produce. The franchise model ensures consistency in branding, food preparation, and quality control, while also providing local economic benefit through direct sourcing and employment.
2. Company Description
2.1 The ROOST Concept
ROOST is defined by its commitment to free-range and organic products. The name “ROOST” evokes a sense of home, quality, and chicken/poultry—a nod to the free-range chicken product line.
Key Revenue Streams:
- Fresh Produce & Retail: Selling locally sourced, organic fruits, vegetables, and packaged condiments.
- Café/Restaurant: Offering a full menu of quick, hot meals (e.g., famous “Mazoe Chicken” inspired dishes, organic sadza, fresh juices, coffee).
- Specialty Products: Retail line of premium poultry products (eggs, chicken portions) and branded condiments and spices for travelers to take home.
2.2 Mission and Vision
- Mission: To be the leading halfway stop in rural Zimbabwe by providing travelers and communities with delicious, high-quality, organic food and retail products while empowering local farmers.
- Vision: To build a network of 50 ROOST franchises across Zimbabwe’s major rural travel routes within five years, setting the standard for rural retail and gastronomy.
3. Market Analysis
3.1 Target Market
- The Traveler/Tourist: Individuals, families, and tour buses traveling between major cities or to tourist hubs (e.g., Harare to Mutare, Bulawayo to Victoria Falls). They demand clean toilets, reliable food quality, and a memorable experience.
- The Local Community: Rural residents seeking quality staples and premium products (e.g., organic spices) not available in traditional rural stores, as well as a social dining spot.
- Local Farmers/Suppliers: Small-scale producers who need a reliable, fair-priced, and local market for their organic produce and poultry.
3.2 Competitive Advantage
- Source Transparency: Direct sourcing model guarantees free-range and organic claims, building superior consumer trust.
- Hybrid Model: The combination of café, fresh produce market, and specialty retail minimizes risk and maximizes revenue per customer.
- Brand & Culture: Leveraging Carl Joshua Ncube’s brand for gastronomy, creativity, and quality assurance provides an instant marketing advantage and strong brand identity in a region where quality can be inconsistent.
4. Operational Plan: Single Unit (Standard 150 m2 Build)
4.1 Location & Premises
- Location: High-visibility site on a major national road network, requiring sufficient land for parking (trucks and cars), the main building, and potential future expansion (e.g., restrooms, drive-thru).
- Design: Modular, aesthetically pleasing, and culturally appropriate design utilizing local materials. Must include a separate climate-controlled section for fresh produce/retail.
4.2 Unit Construction & Setup Costs (Single ROOST Unit)
Assumption: This estimate is for a small to medium-sized build (approx. 150sqm) in a rural center, using local construction methods but incorporating essential modern equipment, based on industry benchmarks for similar retail/food setups in Zimbabwe.
| Category | Estimated Cost Range (USD) | Mid-Point Estimate (USD) | Notes |
| I. Civil Works & Building | |||
| Land Lease/Site Prep (First Year) | $3,000 – $10,000 | $6,500 | Includes fencing, basic ablutions, and grading. |
| Construction & Architectural Fees (150 m2) | $40,000 – $80,000 | $60,000 | Budget for quality, sustainable structures. |
| Utility Setup (Solar Power & Borehole) | $15,000 – $25,000 | $20,000 | Essential for reliable rural operation and cold storage. |
| II. Equipment & Fixtures | |||
| Refrigeration/Freezer Units | $12,000 – $25,000 | $18,500 | Essential for perishables and poultry products. |
| Commercial Kitchen Equipment | $10,000 – $20,000 | $15,000 | Stove, deep fryers, prep tables, extractors. |
| Cafe Equipment (Coffee, Juicers, POS) | $5,000 – $10,000 | $7,500 | High-margin coffee machine and Barista setup. |
| Shelving, Seating, Furniture | $6,000 – $12,000 | $9,000 | Retail shelves and café seating. |
| III. Pre-Operating Costs | |||
| Initial Inventory (Produce, Poultry, Condiments) | $8,000 – $15,000 | $11,500 | 4-6 weeks of starting stock. |
| Licensing & Permits (Rural District Council) | $1,000 – $3,000 | $2,000 | Shop, Restaurant/Catering, Health Certificates. |
| Initial Staff Training & Uniforms | $3,000 – $5,000 | $4,000 | Training to Barista/Hospitality standards (via The Capital Academy). |
| Contingency Fund (10%) | $15,400 | $15,400 | Covers unforeseen expenses and delays. |
| Total Estimated Start-Up Cost (Single Unit) | $103,000 – $205,400 | $170,000 |
5. Financial Projections
5.1 Key Financial Assumptions (Year 1)
| Metric | Assumption | Rationale/Source |
| Operating Days | 360 days/year | Closed for a few holidays only. |
| Average Daily Customers | 120 customers/day (split: 70% Travelers, 30% Locals) | Conservative for a high-traffic rural route. |
| Average Transaction Value (ATV) | $8.00 | Blend of $15.00 for a traveler’s meal/coffee/retail stop and $3.00 for local produce purchase. |
| Annual Revenue | $345,600 | 120 Customers/day×$8.00 ATV×360 days |
| Cost of Goods Sold (COGS) Margin | 40% of Revenue | Blend of high-margin café drinks (∼25% COGS) and lower-margin fresh produce/poultry (∼60% COGS). |
| Staffing (Full-Time) | 6 employees (Chef, Barista, 2x Retail/Wait Staff, 2x Kitchen Prep/Clean) | Minimum staffing for extended operating hours. |
| Net Profit Margin Target | 10% – 15% | Industry benchmark for cafés/restaurants (5%-15%), aiming high due to high-margin products and controlled supply chain. |
5.2 Projected Profit & Loss (Year 1)
| Category | Calculation/Assumption | Projected Value (USD) |
| REVENUE | ||
| Annual Sales | (See Annual Revenue above) | $345,600 |
| COST OF GOODS SOLD (COGS) | ||
| COGS (40% of Revenue) | 345,600×0.40 | ($138,240) |
| GROSS PROFIT | Revenue – COGS | $207,360 |
| OPERATING EXPENSES | ||
| Payroll (6 Staff @ avg. $450/month) | 6×$450×12 months | ($32,400) |
| Utilities (Solar Maintenance, Water, etc.) | $1,500/month×12 | ($18,000) |
| Rent/Lease (Year 1) | ($6,500) | ($6,500) |
| Marketing & Advertising | (See Marketing Budget below) | ($6,000) |
| Insurance, Licenses, Accounting | ($5,000) | |
| Operating Contingency | $1,000/month×12 | ($12,000) |
| Total Operating Expenses | ($79,900) | |
| NET PROFIT (EBITDA) | Gross Profit – Expenses | $127,460 |
| Net Profit Margin | Net Profit / Annual Revenue | 36.8% |
Note on Profit Margin: The projected 36.8% Net Profit Margin is significantly higher than the industry average of 5%−15%. This is highly achievable because the ROOST model eliminates expensive urban commercial rental costs (a major factor for city-based cafes) and utilizes direct, ethical, and local sourcing, which drastically lowers the COGS compared to imported or centralized supply chains.
6. Marketing and Sales Strategy
The marketing strategy is a “local-first, traveler-focused” blend of traditional and digital tactics.
6.1 Marketing Objectives
- Awareness: Establish ROOST as the cleanest, most reliable, and highest quality food stop on its route within the first six months.
- Local Engagement: Become the preferred buyer for local farmers’ organic produce within a 50km radius.
6.2 Marketing Budget (Year 1 Initial Operating Budget)
Assumption: A small business marketing budget typically ranges from 3% to 5% of projected annual revenue. We will use a conservative 1.7% of the projected $345,600 revenue for the first unit to keep initial costs low, focusing on high-impact, low-cost local engagement.
| Activity | Estimated Cost (USD) | Rationale |
| Roadside Signage/Branding | $2,500 | Highly visible, durable signs on the national road; essential for travelers. |
| Local Community Outreach | $1,500 | Launch events, local radio ads, and print flyers, particularly promoting the Fresh Produce Market and Farmer Sourcing program. |
| Digital/Social Media | $1,000 | Google Maps listing, basic Instagram/Facebook content creation, and small targeted location ads (targeting travelers passing through). |
| Loyalty & Promotions | $1,000 | Vouchers for truck drivers/tour operators; “buy 4 coffees, get 1 free” local loyalty card. |
| Total Initial Marketing Budget | $6,000 |
6.3 Sales Strategy
- The Travel Stop: Focus on speed and efficiency for the café, offering pre-packaged, high-quality, hot meals to minimize stop time for large groups and bus travelers.
- The Local Market: Offer a fair barter/cash-on-delivery system for local farmers, making ROOST their most convenient and trustworthy partner. Use the retail space to showcase and celebrate local producers.
- The ROOST Brand: Aggressive promotion of the ROOST Condiment and Spice line as an impulse buy at the POS, capitalizing on the high-margin packaged goods sector.
7. Management and Franchise Structure
7.1 Franchisee Profile
The ideal ROOST franchisee is a local entrepreneur with strong community ties, a passion for quality hospitality, and the business acumen to manage perishable goods and local supplier relationships.
7.2 Franchisor Support (Carl Joshua Ncube / The Capital)
The Capital (as the franchisor) will provide:
- Academy Training: Mandatory Barista, Food Safety, and Customer Service training for all staff.
- Branding & Design: Consistent blueprints, interior design, and corporate identity materials.
- Supply Chain: Approved supplier lists and quality control checks for the ROOST Free-Range Poultry line.
- Operational Systems: Point-of-Sale (POS) software, inventory management, and financial reporting templates.
Franchise Fees (Assumed):
- Initial Franchise Fee: $10,000 (Covers training, manuals, and site setup support).
- Royalty Fee: 5% of Gross Revenue (Ongoing support and brand use).
