Sample Assignment on Business Plan (pdf)

Running Head: BUSINESS PLAN 1
Business Plan: Quick Bite Café

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Executive Summary
Business plan is a significant and formal document of business objectives and reasons, which are
attainable and plans for approaching them. It includes different information about the
organization and team making efforts to achieve these objectives. This plan works as a decision
making tool for a company. In today’s competitive business environment, each and every
company creates this plan for managing its operations and processes systematically. The major
objective of this report is to develop a business plan for a coffee shop in Ireland. This coffee
shop will be offering serving breakfast and lunch for adults and kids. The organization will be
named as Quick Bite Café and it will offer pancakes for kids and sandwiches/ wraps and rolls for
adults. The promoters of the company are introducing this organization to fulfill the increased
demands of breakfast and coffee in the shopping malls, so that they can have coffee and food
before and after their shopping trip. The business plan includes different aspects of business plan
such as company description, market analysis, marketing/ sales strategy, research and
development, staffing and operations and financial projections. All the aspects are included in
context of this new business venture, i.e. Quick Bite Café. This is the summary of financial
projections of company under below report;
Total Sales 5,500 6,750 8,513
Less Total Disc/Comm. 130 180 215
Total Net Income 5,370 6,570 8,298
Less Total Cost of Goods
Sold 1,900 2,475 3,094
Gross Profit 3,470 4,095 5,204
Expenses
General & Administrative 295 315 315
Marketing & Promotional 150 210 216
Operating Expenses 555 605 668
Motor Vehicle Expenses 95 95 95
Website Expenses 45 45 45
Total Employment Expenses 215 283 339
Occupancy Costs 585 648 726
Other Expenses 120 160 160
Total Expenses 1,800 2,060 2,264
Monthly Net Profit /
(Loss) 1,670 2,035 2,940

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Table of Contents
Executive Summary.........................................................................................................................2
Company Description......................................................................................................................4
Promoters, shareholders and Board.............................................................................................4
Advisors.......................................................................................................................................4
Products and Services..................................................................................................................5
Long Term Aim of Business........................................................................................................5
Objectives.....................................................................................................................................5
SWOT Analysis...........................................................................................................................5
Marketing Analysis..........................................................................................................................6
Target Market...............................................................................................................................6
Total Market Valuation................................................................................................................7
Targeted Company Revenues......................................................................................................7
Market Trends..............................................................................................................................7
Profile of Competitors..................................................................................................................8
Competitive Advantage................................................................................................................8
Benefits to Clients........................................................................................................................9
Marketing/Sales Strategy.................................................................................................................9
Marketing Strategy.......................................................................................................................9
Pricing........................................................................................................................................10
Marketing and Communication Strategy.......................................................................................11
Sales Strategy.............................................................................................................................12
Research and Development...........................................................................................................13
Product/Service Development....................................................................................................13
Patents, trademarks and brands..................................................................................................14
Staffing and Operations.................................................................................................................14
Management Organization Charts.............................................................................................15
Staffing.......................................................................................................................................15
Training Plan..............................................................................................................................16
Operations..................................................................................................................................16
Financial Projections.....................................................................................................................17

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Key Assumptions.......................................................................................................................17
Profit and Loss Accounts...........................................................................................................18
Balance Sheet.............................................................................................................................19
Cash flow Projections................................................................................................................20
Sales Pipeline.................................................................................................................................21
Funding Requirements...................................................................................................................21
References......................................................................................................................................22
Appendices....................................................................................................................................25

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Company Description
Under this report, the promoters are planning to introduce a restaurant business in Ireland. The
restaurant is named as Quick Bite Café and it will offer breakfast and lunch products to its
targeted audiences. There are some people which are engaged in the beginning of this business
are stated below:
Promoters, shareholders and Board
Promoters are the people who play an important role in starting a new business. The promoters
of this business are planning to raise funds for establishing Quick Bite Café in Ireland. For this
business, these promoters are generating funds from direct investment activities and limited
partnerships. The organization will develop an effective and systematic management structure
that will include different levels of management. This café is owned by Albert Patton who will
operate as managing partner/general manager. Essential employees of this café include additional
manager who will maintain and review the operations and processes of café. He will also
supervise the chef who will manage the operations in kitchen (Armstrong, et al, 2015). In
addition to this, an assistant manager will be engaged in secondary operations. The business will
hire some part time employees to handle serving, bartending and dishwashing activities.
The list of shareholders is stated below;
Shareholders
name Keith John Carolina
Number of share 800 500 700
% shareholding 40% 25% 35%
Cash investment $ 6,000 $ 3,750 $ 5,250
Advisors
Name of Advisors Addresses Contact Details
Financial Advisor:
David Cook
Orchard Road, Dublin [phone]
Legal Advisor:
Robin Lee
7, Harcourt Street, Dublin [phone]

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Other advisor:
Michael Johnson Kildare Street, Dublin [phone]
Products and Services
Quick Bite Café will be offering varied menu, which will include pancakes for kids and
wraps/sandwiches and rolls for adults. This café will be situated at large shopping venue in
Dublin, where adult people can relax for quick breakfast or lunch before and after their shopping.
The unique selling point of this café will be delivering highest quality of food at affordable
prices. The products and services of this are advantageous for the people who feel tired and
hungry while doing shopping. The major weak point of this café is that it has limited funds and
there are various players which are already established in the market. After establishment in
Ireland restaurant sector, Quick Bite Café will increase its product range and offer more food
products to its target segment (Callaghan and Kelly, 2016).
Long Term Aim of Business
Before introducing this café business, the organization will establish goals and objectives which
it needs to be achieved in the timeframe of next five years. The long term aim of this business is
to create a large customer base and to generate significant revenues from its café services.
Objectives
There are some specific objectives which will be established by Quick Bite Café in Ireland. The
major objectives/milestones of this café are given below;
 To create and develop customer relationships
 To increase the sales of organization by a significant percentage in the timeframe of next
five years
 To cover a large market share in Ireland restaurant industry
 To provide employment and retain talented employees in the organization (Chang, 2016).
SWOT Analysis
Strengths
 Location: biggest shopping venue
Weaknesses

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of the city.
 Higher quality products at
affordable rates
 Comfortable environment
 Well-established players
 Limited Funds
 Owner has less experience in
restaurant business
Opportunities
 The firm has the opportunities to
expand the business and market
locally.
 Opportunities to open new
franchises
 Product diversification
(Weisstein, Kukar-Kinney and
Monroe, 2016)
Threats
 There are so many already
established competitors in
restaurant industry
 Trends of healthy eating among
customers
 Limited brand presence in market
Marketing Analysis
It is very important for an organization to conduct marketing analysis before implementing this
business plan. This marketing analysis will assist this organization to evaluate the market needs
and target segment for its products and services. The marketing analysis for Quick Bite Café is
given below;
Target Market
According to a report, quick serve restaurants account for a third of the spending in food service
sector in Ireland whereas coffee shops are the fastest growing segment in the market. The fast
food and restaurant market is a profitable industry in the country with yearly increases in
revenues. There are so many people who are choosing to eat outside (Cole, 2013). To sell its
products, Quick Bite Café is targeting the kids and adults as its key market segments. For
pancakes, it is targeting kids. Moreover, it is offering coffee and other fast food products to the
adult people during their shopping. In Ireland, 21% of the total population is covered by the male
and female kids. Young adults are 43% and older adults are 10%. The total population of Dublin
is 1.8 million in which a significant part is covered by kids and adults. The organization will

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prepare the food products by considering the needs and demands of these market segments. Both
of the market segments are growing with a significant rate (Alt, and Iversen, 2017).
In addition to this, the organization will target these market segments by considering their
demographic and psychological characteristics. Under demographic segmentation, the
organization will target the customers on the basis of their ages and income groups. The
organization will be offering its food products at reasonable rates so that it can be afforded by
both lower and middle income level groups. Kids and adults love to eat before and after their
shopping trip. In this way, the company will target these market segments by considering their
specific characteristics (Varadarajan, 2010).
Total Market Valuation
The food service market in Ireland is growing with a significant growth rate. This market has
grown from 6.13€ billion in 2016 to 6.37€ billion in 2017. A report states that international fast
food industry is valued at more than US$ 540 billion in the year 2016 and it is estimated to arrive
above US$ 690 billion in the year 2022 (Iomaire, 2015). It can be stated about fast food industry
that customers are growing with a significant growth rate at both domestic and international level
(Finch, 2016).
Targeted Company Revenues
The targeted revenues of the company are $1.2 million in the end of second year of business
establishment. Furthermore, organization is targeting to see continuous increase in the revenues
with a significant rate.
Market Trends
Ireland is experiencing a trend towards the creation of quick dining and serving venues. There
are various fast food outlets and cafes which already have more popularity and recognition. In
this industry, quick serving restaurants are accounted for over one third of total revenues in last
year. In this market, there are various players which are emerging with new and differentiated
food products. There are some recent changes in the Irish fast food market such as people are
becoming very conscious for health and obesity. People think that fast food and coffee affect
their health and increase obesity. This has declined the growth of market in past few years.
However, Quick Bite is establishing its café in a famous shopping mall in Dublin that will create
better market opportunity for this café. In the future, this café is predicting to grab a significant