Vulcano Pizza Shop: Business Overview, Management Structure, Market, Marketing

Vulcano Pizza Shop
Table of Contents:
Section One:
Business Overview
 Business
Summary
 Business
immediate
and future
aims
 Core product
or service
Section Two: Management Structure
 Professional team skills
 Team member’s roles and responsibilities
Section Three: The Market
 Target Market
 Competitive advantage/USP
Section Four: Marketing

 Market Research
 Competitor analysis
 Marketing strategies
Section Five: Operations & Logistics
 Set up costs
 Monthly Fixed Cost
Section Six: Costs and Pricing Strategy
 Margins
 Mark ups
 Pricing strategy
Section Seven: Financials
 Cash flow
 Plus 3 Year Forecast
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Section One
Business Overview
1.1. Business summary:
The VulcanoItalian pizza shop will be registered as aprivate limited company, delivering their
services in London area, with collection point ofNotting Hill. In this company, all the stock is owned by
only the individual. Once it is registered at Company House under s188 Company Act 2013, the business
becomes a separate legal entity, separate from any individual, and has powers to conduct business.
Two partners are running the business: the generalmanagerandassistant manager, and also three
staff for the kitchen: 1 head chef, chef, kitchen porter with two company drivers.
The new take-away food questionnaire will serveas a primary research to improve thatyoung
professionals (18-45)how much are they interested in Italian food. If they usually are interested in take-
away food or how much they prefer the Italian style pizza, and if they are happy to order street franchise.
The analysed percentages it is going to be a true factor in which one a new business can relayand can use
as a first step as a costumer knowledge, about understanding their needs.This direction of a costumers
needs and wants gives a good starting point how to build the business and make plans about it.
The targetmarket: are single people with well-paid job and also tourists around Notting Hill area.
After registered the company as an action plan is to find a small renting property in a busy place in
Notting Hill. Buy the stock food, an oven, a fridge, freezer, food containers, cleaning tools and kitchen
tools. For reception side: two tablets, telephone, computer, a printer, one safe and one till.To make the
business well known and available we can makea logo,to do a website or orderposters, table menus and
doing leaflets. As a social recruiting: we can use Facebook and Instagram.
As an executing plan of the business: to be located in a good, busy place in Notting Hill area,
preferably not to far from metro station. Functioning as a take-away pizza-shop with local collection
point, with small eating place in the front of reception, with two large tables and chairs. To make the new
business more profitable we are going to use the Just Eat and Deliveroo services as a profit
complimentary service to the company. As a main order point of the company is the company website,
phone orders and local shop orders by people passing near.
1.2. Describe your core product or service:
Vulcano Pizza will be offering flavoured pizzas with different bases and sauces involving a unique
selection of the toppings with healthy, fresh and high quality ingredients.
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1.3. Your current and future business aims:
Build a brand and establish the market presence to attract customers.
Reach healthy monthly sales within 6 months.
Increase the sales with 17% profit margin in the third year.
1.4. Your expansion plan:(How much will you need from the Business Angels – Dragons, how do you
purpose to use the money and support?)
As a plan to do a higher service of pizza and increase more outcomes is to open an Italian style
pizza restaurantfor tourists, workers and for local people. Mainly the funds needed from the business
angels amounted to pound 5000 in order to set up the business in a customer preferred area. Further to
expand the business at different locations, Vulcano shop could use the funds for different projects as well.
Section Two
Management structure.
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2.1. Professional team skills:
Additionally, two members of the company have undertaken the Belbin (2004) self-perception
inventory and the Jung Typology test.
General manager- He is the person who contains competitive skills and had a specialisation or
experience in managing the restaurant as per the Jung typology test.
Assistant manager: He has the leadership and hard working skills.
Head chef, he had 2 years of experience in another Italian pizza shop
2.2. Each team member’s roles and responsibilities:
General manager:
• He run the business, according to legal requirements: health and safety rules, food and hygiene
standards.
• Costumer service.
• Financial accountability.
Assistant manager:
• Run the business.
• Costumer service.
• Financial accountability.
Chefs:
• Making pizzas according to the company’s standards, recipes.
• Keep the kitchen clean and tidy.
• Stock control: food, storage, regular temperature check.
• Keeping record of it.
Drivers:
• Delivering hot food from the main point to delivery address.
• Mean-time when they are not busy theykeep the pizza shop clean and tidy and make delivery
boxes.
• End off day brush and mop the area, take out rubbish.
Section Three
The market
3.1 Describe your target market and where they are based:
They are young professionals:18-45 based in central London and West London. They are single
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people with well-paid job. Who can afford 20-30 pounds food.
3.2. Describe your perceived competitive advantage/USP:
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Section Four
Marketing
4.1.Explain your market research with references, Using Market research questions:
A. Primary research a group of 18-45 years:(10 completed questionare results)
New take-away food survey
Please answer the questions below by circling the answer!
1. Please confirm your age:
a. 18-25
b. 25-30
c. 30-40
d. 40-45
2. How are you related to Notting Hill area?
a. studying
b. working
c. living
d. tourist
3. What kind of take-away cuisine do you prefer?
a. Turkish
b. Italian
c. Indian
d. Chinese
4. How often you order take-away food?
a. more than 3 times
b. 3 times a week
c. once or twice a week
d. once a month
5. How much you can afford for a take-away food?
a. less than £12
b. £15
c. £20
d. over £20
6. What is the maximum delivery time you would find acceptable?
a. 30’
b. 40’
c. 50’
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d. 60’
7. Do you like Italian style pizza?
a. Very interested
b. Interested
c. Possibly interested
d. Not interested
8. Would you rather order from street franchise? (Domino’s, Pizza Hut etc.)
a. Very interested
b. Interested
c. Possibly interested
d. Not interested
9. Would you be interested in vegan products?
a. Very interested
b. Interested
c. Possibly interested
d. Not interested
10. Would you be interested in gluten free products?
a. Very interested
b. Interested
c. Possibly interested
d. Not interested
To do a diagram and explanation about that!
1. Please confirm your age:
a. 20%
b. 20%
c. 50%
d. 10%
18-25 25-30 30-40 40-45
0%
10%
20%
30%
40%
50%
60%
20% 20%
50%
10%
% of responses
% of responses
Interpretation- The above results generated depicts that majority of the respondents lies between
an age of 30-40. This is because they have an opinion and experience regarding their children
choices and have the knowledge of the market.
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