BayLeaf Business Plan

This business plan discusses the scenario of the restaurant industry in New Zealand, the challenges of starting a business in the country, and the business plan of BayLeaf, an organic restaurant in Wellington. It also covers the restaurant industry trends and BayLeaf's content marketing strategies.

Running head: RESTAURANT BUSINESS PLAN 1
BayLeaf Business Plan
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Table of Contents
Scenario of New Zealand Cafe Business.........................................................................................3
Issues in starting a business in New Zealand...................................................................................4
Setting up a business....................................................................................................................4
Construction permits....................................................................................................................4
Registration of the property.........................................................................................................4
Electricity for the property...........................................................................................................5
Payment of Taxes........................................................................................................................5
Cultural differences.....................................................................................................................5
Company Summary.........................................................................................................................5
Mission statement of the company..................................................................................................5
Vision statement of the Company....................................................................................................5
Content Marketing of BayLeaf........................................................................................................6
Blogging......................................................................................................................................6
Video Content..............................................................................................................................7
Social Media................................................................................................................................7
Marketing Objectives.......................................................................................................................7
Focusing on going “Green”.........................................................................................................7
Use of right marketing channels..................................................................................................7
Explaining the green aspect and scope for improvement............................................................7
Buyer Personas and Content Marketing used for them...................................................................8
Reference List..................................................................................................................................9

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Scenario of New Zealand Cafe Business
The key to a successful business lies in the economic stability of any country, its
demographic characteristics which is accordant to the intended market (Howson, 2007). In order
to start a restaurant business, it takes a lot of effort in coming up with a business plan that will
decide its feasibility as the implementation process moves ahead. It requires an appropriate plan
and a good investment which can be given from the owners of the restaurant business themselves
or by taking a business loan from financial institutions (Abrams, 2003). The current economic
scenario of the country may also help in decide the success of the restaurant business if it stands
out to be different and adhere the cultural backgrounds of the country where the restaurant needs
to be opened. As the world is changing every day, so are the trends changing with every
changing second. People are looking forward to new and innovative changes in the society and to
be specific, they are inclined towards the changing food trends. People look for varied options in
the food served to them as well as paying more attention towards free range, gluten-free, organic
and allergy-free food choice of food. Countries all over the world have their own unique sense of
serving variety of food to their people (Akibode & Maredia, 2012). New Zealand is one such
country which follows the healthy way of living and eating (Wilson, et.al., 2013). The restaurant
authority of the country has recently started focusing on limiting fast food on the restaurant
menus and adding up healthy options on the menus. The restaurant association of New Zealand
states that running a successful business requires smart moves, all the right information and
understanding the current trends, going with an entire food industry research, having the right
skill to take the business ahead, and connecting with business owners to gather a better business
idea (Restaurant Association of New Zealand, 2018).
The current scenario of the restaurant business in New Zealand is not much behind than
the international food scenario. It has been suggested that sustainable, healthy, plant-based and
fat-free food can be the moto while serving the food to the customers (Restaurant Association of
New Zealand, 2018). As a part of New Zealand’s trend setting food goals, one of the most
important trends is using locally sourced products which is a cheaper and healthier option rather
than importing products from different countries. The second important trendsetting change is
lessening the demand for alcohol in the restaurant menus that will give people a healthier option
to live. The third initiative is going vegan as there are several people in the New Zealand
population who live on a vegan diet (NZHerald.Conz, 2018). The New Zealand café and

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restaurant industry revenue is mostly dependent on the food and beverage consumption in the
restaurant premises itself (Restaurant Association of New Zealand, 2018b). Although, food
delivery service is one of the most profitable business options in this fast-paced world, New
Zealand restaurant industry does not include catering services and takeaway food services.
Nevertheless, food delivery is a crucial part of restaurant business because customers nowadays
prefer convenience that is they desire to get the delivery of the food they want to have at their
doorsteps (Rougès & Montreuil, 2014, May).
Issues in starting a business in New Zealand
New Zealand is considered as one of the most desirable locations to start a new business
as the country welcomes any foreign direct investment to support a stable business environment.
As a part of starting a new business in any given country, it is important to analyze the market
scenario and gather local knowledge of the country’s taxation, legal and accounting framework.
Although New Zealand aims at providing a stable business environment, its efficient monetary
policies and fiscal incentives, it still has certain challenges that should be given a thought upon
(Hall & Rusher, 2013).
Setting up a business
For a starting a new business in New Zealand, the companies are required to get
themselves registered with the Companies Office Online which generally takes a complete day to
process.
Construction permits
In order to obtain a permit, the company needs to complete six procedures which takes 89
days in total. The District Council will inspect the business plan, location of the business, a
planning consent must be received an approval for a CCTV, sewage line, water line and phone
connection are also required (TMF Group, 2018).
Registration of the property
The business property must be registered in two days and by obtaining a land information
memorandum. The title must be registered through Land Information New Zealand (TMF Group,
2018).

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Electricity for the property
The most strenuous procedure before setting up a business in New Zealand is getting the
electricity supply for the property comprising of five procedures taking more than 50 days to
complete (TMF Group, 2018).
Payment of Taxes
There are various taxes which consume more time, for instance the levy of accident
compensation corporation (ACC) or returns from VAT which can take more than 100 days for
completion (TMF Group, 2018).
Cultural differences
There are cultural differences between the New Zealand European and Maori societies in
New Zealand which is may be a reason to be thought upon before starting a new company in
New Zealand. Even though the companies are welcome in New Zealand to do a business, it is
important for them to analyze every detail.
Company Summary
BayLeaf is an organic restaurant focusing on serving fresh and healthy food to the
customers. The restaurant will be located in the prime location of Wellington. The company
believes in being a financially successful start-up in Wellington but most importantly this can be
accomplished only by offering high-quality service, proper hygiene, and an eco-friendly
environment inside the restaurant.
Mission statement of the company
At BayLeaf, we aim to sell delicious, healthy and organic food and beverages that aligns
with our perfect location, to provide impeccable service to our customers consistently by
demonstrating efficiency, gratitude, professionalism, warmth and knowledge of what we are
doing. We wish to keep our customers happy who walks through our door and experience the
fresh concept with a friendly and eco-friendly environment.
Vision statement of the Company
We wish to take BayLeaf to new heights within 12 months of its commencement by
serving fresh organic food to our customers with a modern twist in our menu.

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Our effective teamwork and cooperation with the staff members will be friendly and
rewarding that will make them feel like home.
We will acknowledge the customers coming in our restaurant and greet them with a
gentle smile and thank them for choosing BayLeaf.
Content Marketing of BayLeaf
Content marketing is one of the most effective ways available for any business to engage,
make connections and build trust with the customers. Content marketing is a way of
differentiating one’s business from its competitors. It has the potential to enhance the reputation
of businesses in an effective manner (Baltes, 2015). It is often seen that customers receive
mailers from different websites or social media. Although there are numerous companies in the
market, it is important for companies to align their content with their company mission and
vision. Most of the restaurant chains use their amazing content marketing strategies to attract
more number of customers by posting about the restaurant on social media, sending out
meaningful messages through email to regular customers, and publishing customer experiences
on restaurant website. It is a great and innovative way to maintain the brand presence in the mind
of their customers and provide them with valuable information.
At BayLeaf, the Content marketing will the prime focus to improve the restaurant’s
overall marketing strategy. BayLeaf will become a popular restaurant and set a trend as the
restaurant will be doing well to the environment and the health of the customers. There are
certain Content marketing strategies that will help BayLeaf to accomplish their goals as a
trendsetting organic restaurant.
Blogging
The creation of a blog on BayLeaf’s official website will be the top content marketing
priority. As blog is an easy way to share valuable information which can be later re-shared on
social media and by way of sending mailers to the customers (Tremayne, 2012). Blogging helps
to improve the website’s search engine optimization (SEO) by which customers will be able to
find out about the BayLeaf easily. Creating a content calendar can help in listing the important
topics before posting them and track the timeline of posting the blogs. The content can be related

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to owners of the restaurant who are the mind behind the unique idea of going organic in the
neighborhood. There can be special recipe corner and eco-friendly tips.
Video Content
Video contents are generally difficult to produce but if posted, gets a lot of attention from
the digitally driven audience (Lieb, 2012). BayLeaf can post short videos of 60 secs to 2 minutes
on their website and on social media platforms regarding healthy living, recycling, growing your
own seasonal vegetables at home and DIY techniques. Long videos can be posted on YouTube
regarding the hospitality of the restaurant and the special recipes that can be found no-where.
Social Media
Social Media is a powerful medium to build brand persona of the restaurant. Being
consistent in posting the right content is the key to a successful business (Tuten & Solomon,
2017). Putting up only text on the Facebook page won’t alone help the marketing. BayLeaf can
put up pictures of its customers, local farmers, food images, and the green actions taken along
with creative captions.
Marketing Objectives
Focusing on going “Green”
BayLeaf is an organic restaurant and going all green and can be a unique selling point of
the restaurant. It is expected from organic restaurants to be environmental conscious. The prime
objective of BayLeaf will be to add the “green” banner on its brand name which will help in
marketing the brand name of the restaurant.
Use of right marketing channels
BayLeaf’s objective should be to advance its brand by marketing its green aspect. The
right marketing channel needs to be used in order to market the brand name. Social media
platforms like Facebook, Instagram, and BayLeaf’s own website can be used to post the right
content for its customers.
Explaining the green aspect and scope for improvement
The objective should be to focus on the activities that makes BayLeaf good for the
customers and the environment. The restaurant should welcome suggestions from its customers
which will help the restaurant to improve and grow better. The restaurant should be

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knowledgeable enough to give a base to their role in protecting the environment by multiple
ways and serving organic food to its customers.
Buyer Personas and Content Marketing used for them
“I always wished to have my own vegetable garden, grow my own vegetables and cook
them for my family. In this fast pacing world, healthy eating has become almost impossible” –
Stacy Grace (A retired pharmacist).
As per Stacy Grace, healthy living is an impossible thing in this fast pacing world. As a little girl
she used to visit the nearby farmers market to get fresh vegetables. This fascinated her to think
upon where all those fresh vegetables came from. This created her interest in knowing about
farm fresh vegetables but as she grew, her dream of having her own vegetable garden seemed to
fade. But, lately when she came to know about BayLeaf being opened in her neighborhood, she
was thrilled to visit the restaurant and spend her time in the in-house greenhouse to grow her
own vegetables and later give her choice of vegetables to the chef to cook for her and her family.
Stacy is BayLeaf’s regular customer and pays a visit whenever she wishes to. BayLeaf has
helped Stacy live her dream in a very short period of time.

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References
Abrams, R. M. (2003). The Successful Business Plan: Secrets & Strategies. London, UK: The
Planning Shop.
Akibode, S., & Maredia, M. K. (2012). Global and Regional Trends in Production, Trade and
Consumption of Food Legume Crops. Michigan, USA: Michigan State University.
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
Hall, C. M., & Rusher, K. (2013). Risky lifestyles? Entrepreneurial characteristics of the New
Zealand bed and breakfast sector. Small Firms in Tourism, 83(2), 56-78.
Howson, C. (2007). Successful Business Intelligence. London, UK: Tata McGraw-Hill
Education.
Lieb, R. (2012). Content marketing: think like a publisher-how to use content to market online
and in social media. New York, USA: Que Publishing.
NZHerald.Conz, (2018). New Zealand Restaurants' Biggest Food Trends For 2018. Retrieved
from https://www.nzherald.co.nz/lifestyle/news/article.cfm?c_id=6&objectid=12028888
Restaurant Association of New Zealand. (2018a). Your Link Between Good Food and Good
Business. Retrieved from https://www.restaurantnz.co.nz/membership/why-join/
Restaurant Association of New Zealand. (2018b). Latest News. Retrieved from
https://www.restaurantnz.co.nz/2017/01/03/what-will-2018-bring-for-business/
Rougès, J. F., & Montreuil, B. (2014, May). Crowdsourcing delivery: New interconnected
business models to reinvent delivery. London, UK: Sage.
TMF Group, (2018). Top 10 challenges of doing business in New Zealand. Retrieved from
https://www.tmf-group.com/en/news-insights/business-culture/top-challenges-new-
zealand/
Tremayne, M. (Ed.). (2012). Blogging, citizenship, and the future of media. Abingdon,
Oxfordshire: Routledge.

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Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. London, UK: Sage.
Wilson, N., Nghiem, N., Mhurchu, C. N., Eyles, H., Baker, M. G., & Blakely, T. (2013). Foods
and dietary patterns that are healthy, low-cost, and environmentally sustainable: a case
study of optimization modeling for New Zealand. PloS one, 8(3), e59648.