GLOBAL BUSINESS PLAN
Sing Wing Bar and Restaurant
Singapore
NOVEMBER 28, 2017
CELESTE BROOKS
EMARI CARROLL
NICHOLAS ROBERTSON
SASHA SUBASH
Our Wings Will Leave You Singing
I. Executive Summary
Sing Wing (SW) is an American themed, privately owned restaurant in Singapore. Singapore is
prime location for a wing themed chain to start as there is minimal competition in this area.
Singapore has a growing population of working professionals who often turn to dining out
instead of cooking at home due to their busy schedules. Having a drink after work has also
become more popular especially in the central business district where we would have one of our
five restaurants located.
Singapore is a city state, located in Southeast Asia. It is lacking raw natural resources, so it
mainly relies on imports. They do have access to petroleum and trade this resource to account up
to 5% of their GDP. There is no farmland on the island, but Singapore does have many fisheries
they operate to maintain a thriving seafood market. Singapore has one of the fastest growing
GDP’s in the world which is beneficial to SW’s growth as a company.
We will target patrons who are looking for a fun and friendly location for lunches and dinners as
well as perhaps a drink after work. We also will be offering delivery through multiple channels
to ensure our wings can get to you even if you cannot get to us. Based on an American sports bar
theme, SW will be inviting to individuals as well as families. Patrons would be able to watch
global sporting events on our multiple monitors. Games for the kids on handheld tablets to play
solo or in group format versus other patrons. Along with great food, SW will be offering a full-
service bar, with a selection of international brews. SW will be Halal certified so that Muslims
will also be able to frequent our restaurant.
SW’s entrance strategy is in line with a high risk – high reward strategy. With a show of
dedication to the market and strength, SW will be opening 5 locations as its initial entrance.
Placing convenient yet strategic locations in the 4 corners and the heart of the City-State, SW
will attempt to cannibalize the smaller competitor Wing Zones customer base while gaining
overall market share and business from the larger competitor WingStop. Currently, Wing Zone
fields 2 locations while WingStop has 5 total Locations with a plan to expand.
We are excited to bring to life, an American sports bar themed restaurant in Singapore that is
different from the competition. Singaporeans are always looking for a new culinary experience,
good food that will excite the palate and something to talk about. SW will be a new and fun place
for friends and family to gather for delicious wings and drinks especially after a long week or
day at work or school. SW will provide an environment to unwind and relax. With Singapore’s
economic opportunity, we hope that SW will grow into a very popular restaurant for individuals
to enjoy!
II. Introduction
Company Information
SW, is a privately owned “American sports bar” themed bar and grill, based in Singapore. The
company will be open for business in January 2018 with its initial offering of 5 locations with
startup cost of 1.03 Million USD. Expected annual net revenues of 4.83 Million USD and
projected profits of 1.3 Million in 2021 and growth to 2.9 Million USD by 2023.
Initial Market and International Growth
Sing Wing’s initial market will be kept to the Singapore domestic market for the first three years
of its actualization. Once SW has a firm foothold in Singapore we will look to move into Major
cities throughout southwestern Asia Including, Kuala Lumpur, Bangkok, Shanghai, Jakarta, and
other traveler destinations that will recognize the Singaporean brand.
Singapore Economic, Geographic, and Population Information
Singapore one of the four Asian Tigers has one of the fastest growing economies in the world.
With a current GDP of 297 Billion ranks Singapore as the 40th largest GDP in the world
(knoema.com:GDP RANKINGS) while only having the world’s 115th largest population by
country (5,888,926 July 2017 est. CIA WORLD FACTBOOK). This gives Singapore a relatively
strong and increasing PPP index. 476.8, 492.5, 513.7 from 2015- present (knoema.com:GDP
RANKINGS) Singapore now ranks among the highest per capita income and PPP despite high
cost of living and a high inequality level. Singapore is expecting to have strong growth in their
Economy, it’s forecasted at 2.5% growth soon. The GDP continues to grow forecasted at 2.4%
growth over 2016. A risk to the Singaporean Economy is the slow-down of economic giant
China. 20% of Singaporean GDP is in the production sector. Singapore is host to several large
electronic and Pharmaceutical Research centers. Electronics account for one third of overall
production on the Island. The largest sector is the service sector which makes up 70% of the
GDP and 70% of all employment on the City-State. Singapore is a distinguished Financial
capital of the world ranking in the top five only behind London, and New York edging Hong
Kong out of third place in 2016 with Tokyo rounding out the top 5(www.CNBC.com). Singapore
is looking towards Tourism to continue and maintain its current growth and prosperity. With a
current Exchange Rate of 1 Singapore Dollar equal to .74 Cents USD holding stable over a long
period of time Singapore’s Financial institution is well rooted and secure. As shown in exhibit A
from the MAC Index data source, it clearly shows the cost of a big mac in Singapore trends
alongside of the US big mac cost.
The City State lies in a major shipping lane, and well-known corridor into southeast Asia
maritime trade. It is geographically located off the southernmost peninsula of Malaysia. Since
Singapore has very few natural resources they take advantage of the ones they do have.
Petroleum is mined and exported to other countries. Since Singapore is an island, all their
seafood is fresh. Agriculture, however, is scarce. As a result, most food must be imported.
Singapore has a mostly tropical climate. There is quite a bit of rainfall with high humidity year-
round. Their climate is mainly characterized by 2 monsoon seasons. There is the Northeast
Monsoon (December – early March) and the Southwest Monsoon (June – December).
The Population of Singapore has been on a steady increase since the 1960’s, then doubling its
growth factor in the 90’s. Growing from 1,633,720 in 1960 to 5,717,082 full time residents not
including the thriving Expat community and migrant workers. Singapore is in the midst of a
common issue in Asian countries of an aging population, there are fewer children per household
