Business Plan

Business Plan

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Executive summary ....................................................................................................................1
Objectives ...................................................................................................................................1
Mission........................................................................................................................................1
Vision .........................................................................................................................................1
Location and layout ....................................................................................................................2
Products or service description...................................................................................................2
Target market .............................................................................................................................2
Competitor analysis ....................................................................................................................3
Environmental analysis ..............................................................................................................4
SWOT analysis ..........................................................................................................................6
Marketing strategy .....................................................................................................................7
Equipment budget ......................................................................................................................7
HR ..............................................................................................................................................8
Finance .......................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Executive summary
La Casetta will be a multi cuisine restaurant, locally owned came up with creative and
innovative approach in facilitating combination of different cuisine with unique presentation and
delicious taste. An interior of the restaurant will be based on Aircraft theme where people feel
like they are sitting in the aeroplane. The uniqueness of the restaurant will be that it will be
organizing different events on a daily basis where it will be calling famous singers and DJ for the
people so that they can enjoy the food and drinks with music and dance (Brinckmann and et.al.,
2019). Furthermore, an entrepreneur will be providing deeper insights towards the location,
analysis of competitor, segmentation and targeting, internal and external analysis, financial
budget etc. so that an effective business plan could be framed.
Objectives
 To establish the presence as the successful restaurant and to gain a wide market share in
London by 5% till end of 2020.
 To expand the business by opening more outlets in other city Of United Kingdom.
 To become leading restaurant in the entire London
Mission
 To ensure in providing a best experience with prompt service, professional and courteous
environment.
 To maintain a comfortable, well maintained and clean premises for the staff and the
guests.
 To facilitate a unique experience to the customer and serving the food as per their
specifications.
 To provide a comfort and safe environment to the guest with amazing photo-booth and
aircraft experience.
Vision
To develop an extraordinary dining experience aiming for being a best multi-cuisine
restaurant with fun atmosphere which induces the customer to visit frequently.
Location and layout
Idea is to establish an outlet in the crowded mall which is preferably the most prominent
in London, United Kingdom. Later on, more effort will be made on further development of more
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and more retail restaurants within the crowded area of London (Brinckmann and Kim, 2015).
Rental premises will be taken wither in the mall and for the retail outlets in the south Ealing area
of Birmingham, London. The layout of La Casetta includes the dining room, serving line, kitchen
that has been designed for flexibility and an efficiency to accommodate fluctuation in the
customer traffic and the period of peak meal.
Products or service description
The restaurant will be offering a multi cuisine dishes that involve Italian, Mexican, Thai,
Continental and Chinese. Dishes will be presented as the blend of all the cuisine with unique
presentation and facilitates quick service with proper greeting. In respect of the service the
restaurant will be offering wifi facilities, card payment facility to the guests. La Casetta will
attracts large number of the prospective customers with offering a unique and exciting
experience (Gabler and et.al., 2017). High quality food, professional service, friendly
environment and an entertaining environment will be provided to the customers.
Target market
Segmentation: La Casetta will be segmenting its customers as per demographic where it
will be dividing its market on the basis of the age, gender, family, occupation, income and
education etc (Watson and McGowan, 2019). Mainly the restaurant will attract youngsters for
brining their family and the friends with innovative environment. It will be setting up its menu as
per the taste and preferences of different age group people so that all the people can visit the
restaurant and enjoy the cuisine with different interior and presentations.
Targeting: La Casetta will be using differentiated targeting strategy where it will focuses
on the larger groups in the over all market of London. It will target high and middle class income
group people as such people go for a restaurant on a frequent basis and are willing for spending
their money on the good dining service area at the value pricing. This restaurant intends fro
catering desire of the teenagers, family and youngsters in London.
Positioning: Mainly positioning strategy of La Casetta will be creating an image of the
food junction where the guest will be visiting for meeting their preferences. In the minds of
tourist also, an entrepreneur will be developing an image of the luxurious restaurant where they
will be feeling a world class venue along with the standard quality of the food (Simón-Moya and
Revuelto-Taboada, 2016). The product will be prepared with fresh ingredients and enhanced
presentation so that people feels hygienic eating and desires to visit again and again.
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Competitor analysis
Basis of difference La Casetta Bright The Ledbury
Product It provides for multi-
cuisine items where
customer can chose
the food item as per
his or her favourite
cuisine.
However, this
restaurant facilitates
mainly Mexican food
with different range of
wines.
It will also be a major
competitor of La
Casetta as it also
provides a multi
cuisine dishes but
does not have a
unique them based
interior and does not
organizes events.
Price Prices setting of this
restaurant would be
nominal which in turn
will attract large
people even the
normal income group
of the people. This
makes the restaurant
differentiated from its
rivalry or competitor.
Bright charges high
prices and target only
high income class
people for gaining
value for its services.
The Ledbury also
setted high price
which the normal age
group people could
not afford.
Place La casetta will be
serving its services in
overall London and
the tourist who visit
malls and outlet.
This restaurant is
located in the Netil
house, London at the
West-gate.
The place at which
The Ledbury is
located is Notting
Hill, London at
Ledbury Road.
Promotion It will be using
internet for making
aware the customer
about a different idea
and innovation of the
Bright make use of
hoardings and
brochures as their
promotional strategy
and offer a discount
This restaurant uses
various promotional
techniques such as
offering discount on
paying the bill from
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restaurant. card to the customers
who visit their
restaurant for the first
time.
the card and makes
use of internet for
advertising about its
services and menu
card items.
Environmental analysis
Pestle analysis
Political- It relates to the factors like tax reforms, instability of government that will have
a great impact on smooth functioning of the restaurant. Changing tax reforms regulations by the
government will be creating complexity for La Casetta as it has to go for many legal formalities.
Instability of the government in UK, highly impacts the operations of the restaurant so an
entrepreneur has to take an utmost care towards the political factors and needs to determine all
the reforms that could affect his business which in turn helps in taking suitable decisions
regarding such regulations.
Economical- Under this factor, if an inflation rate rises in an economy where the
restaurant of an entrepreneur will be opening that is London will have a huge impact on the
prices of La Casetta. This result in increased prices in menu and this in turn indicates that people
will be avoiding for visiting to restaurant (Kusumaningrum and Hidayat, 2016). Another major
economic factor that has to be taken into account is disposable income of the consumer which
affects the whole industry. If in case the disposable income of the people is more, they will
prefer more to go outside for having dinner with their family and friends, however, on the other
side if there disposable income decreases then it will be affecting the profitability of the
restaurant.
Social- There are various social factors which could affect the restaurant of an
entrepreneur negatively as well as positively. With the evolving lifestyle of the people, demand
for fast food has been increased which in turn reflected as a positive sign for opening of a new
restaurant. However, in today's world people are becoming more and more health conscious and
prefer organic food that in turn is the major reason that affects the revenue of the restaurant. La
Casetta, for eliminating this negative impact, cater the needs of both kinds of the customers that
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involves junk food eater and organic food preferred people in order to increase the base of the
customers.
Technological- It is counted as the most dynamic factor that relates with advancement in
the technology that will highly influence restaurant business of an entrepreneur. Owner has look
for the new techniques and equipments that should be used for providing quick services and
timely serving of the food to the customers so that they do not have to face any delay in the
service (Vurro and Perrini, 2018). This will helps in enhancing the services of the restaurant and
this induces the people in revisiting the restaurant. La Casetta will be facilitating free Wi-Fi, card
payment facility to its guest which also act as the major technological factor that will increase the
profits and revenues of an entrepreneur from his restaurant. On the other side, for using the
equipments optimally, cost of training gets increase with regards to train the employees for using
the equipments in an efficient way so that maximum use with minimum wastage can be attained
in the restaurant. Thus, an entrepreneur needs to opt for new technological innovation in his
restaurant so that he could be able to cope up with the changing environment effectively.
Environmental- The most important factor that depicts the sustainability of the business
is an environmental factor where owner will have to focus on the internal and an external
environmental aspects. A business entity has to take appropriate measures in placing some plants
in the restaurant and its surrounding so that guest will feel fresh while having dinner and lunch. It
should take care of the cleanliness on the regular basis whereas in context of external
surrounding, the premises must be kept clean, hassle free and hygiene that in turn attracts the
customers in reaching to the premises with ease and interest. Making use of the recycled
products and executing proper policy for managing the food wastage (Pestle analysis, 2018). An
entrepreneur should also leftover some food for donating to poor or needy people which helps
him in showing that he is running his business in consideration with all the sustainable factors.
This will also enables an entrepreneur in expanding its business and gaining larger customer base
with increased level of loyalty.
Legal- Legislations is also counted as the critical factor that will influence the business of
the proprietor. It is very crucial for La Casetta to follow all the legal laws and legislations
regarding the health and safety, fair labour standards etc. the regulatory authorities visit all the
areas of restaurant that includes kitchen, stores for checking quality of food items, hygiene
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conditions and the staff. The company will have to work in compliance with all legislations
relating to restaurant business in the London in order to function its business ethically towards
the society or community as a whole.
SWOT analysis
Strength
 New business with an innovative idea
for the people.
 Special offers for particular occasions
will be provided by La Casetta such as
special dishes at discounted rate on
Christmas, valentines day etc.
 Nominal prices are charged in the
menu which is seen as cheaper than its
rivalry and this also helps in reaching
competitive position in the market
(Swot analysis, 2019).
 Highly motivated workforce will be
appointed in order to gain excellence in
the services of the restaurant.
 The firm will be developing a better
customer relationship by introducing
loyalty programme and effective
promotional strategy.
 The location of restaurant is good with
a great atmosphere which acts as the
major strength of the firm.
Weaknesses
 Internal competition and lack of the
collaboration within the work
environment.
 New application requires to compete
with the powerful brands within the
niche market.
 Single location reflects limited reach of
the business.
 Higher cost as compared to the other
restaurant chains.
 La Casseta is not making use of the
food delivery app so that which is a
major weakness that it could face.
Opportunities
 It can develop several outlets in
different areas and cities in United
Kingdom.
 Diversifying its business in other
Threats
 Intense competition from the
established multi cuisine restaurant
such as Bright, The Ledbury etc.
 Uncertain environment within the
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countries as well. economy.
 Increasing cost of the ingredients cause
a huge threat to the firm.
Marketing strategy
Marketing mix: 7 p’s Product- La Casetta will be offering comfortable atmosphere, entertainment, striking
décor and engaging clientele with international menu comprises of the multi-cuisines that
involves Continental, Mexican, Italian etc. Price- The restaurant will be using different pricing strategy that includes competition
pricing, premium pricing, product line pricing etc. place- Near universities, offices and in malls. Promotion- It will be using social media, internet, hoardings and brochures for promoting
its services and also offering special discount coupons so that more and more customers
visit the restaurant. People- Young staff having good communication skills and well dressed middle aged
staff within the premises for serving and greeting the customers. Process- Western style process will be used in preparation of the food and serving a
cuisine to the guests.
 Physical evidence- Western ambience with Aircraft theme, dining hall, music etc.
reflected as the physical evidence of La Casetta.
Equipment budget
Particulars Amount ($)
Construction cost like design, flooring, surfaces,
panel, plumbing etc 175000
Kitchen or bar equipments 100000
Table and chairs 20000
Music 10000
Insurance 1000
Liquor license 10000
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Social media set up 6000
Training 3000
marketing cost 4000
Total 329000
HR
This department will include training and development manager, recruitment manager,
consultant, compensation managers etc. of the La Casseta restaurant.
Finance
Estimated profit and loss statement for La Casseta
Particulars Year 1 Year 2 Year 3
Revenue 200000 300000 400000
less; allowances 1000 1500 2000
Net sales 199000 298500 398000
COGS 120000 200000 250000
Gross profit 79000 98500 148000
Operating expenses:
Utilities 700 1000 1200
salaries 50000 53000 70000
payroll 7000 7500 11200
advertising 2000 3000 3500
office supplies 700 1300 1900
maintenance 800 1100 1400
Insurance 1000 1100 1500
rent 5000 7000 8500
depreciation 1900 1500 1700
total expenses 69100 76500 100900
Net profit 9900 22000 47100
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REFERENCES
Books and Journals
Brinckmann, J. and et.al., 2019. Of those who plan: A meta-analysis of the relationship between
human capital and business planning. Long Range Planning. 52(2). pp.173-188.
Brinckmann, J. and Kim, S. M., 2015. Why we plan: The impact of nascent entrepreneurs'
cognitive characteristics and human capital on business planning. Strategic
Entrepreneurship Journal. 9(2). pp.153-166.
Gabler, C.B. and et.al., 2017. Developing an environmentally sustainable business plan: An
international B2B case study. Corporate Social Responsibility and Environmental
Management. 24(4). pp.261-272.
Kusumaningrum, I. and Hidayat, H., 2016. Learning Outcomes in Vocational Education: A
Business Plan Development by Production-Based Learning Model Approach. International
Journal of Environmental and Science Education. 11(18). pp.11917-11930.
Simón-Moya, V. and Revuelto-Taboada, L., 2016. Revising the predictive capability of business
plan quality for new firm survival using qualitative comparative analysis. Journal of
Business Research. 69(4). pp.1351-1356.
Vurro, C. and Perrini, F., 2018. Social business plan simulation: The case of Dynamo Camp.
In The Italian Model of Management (pp. 83-102). Routledge.
Watson, K. and McGowan, P., 2019. Emergent perspectives toward the business plan among
nascent entrepreneur start-up competition participants. Journal of Small Business and
Enterprise Development. 26(3). pp.421-440.
Online
Pestle analysis. 2018. [Online]. Available through:<https://www.marketingtutor.net/pestle-
analysis-of-a-restaurant/>
Swot analysis. 2019. [Online]. Available through:<https://smallbusiness.chron.com/sample-swot-
analysis-restaurant-73526.html>
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