Entrepreneurship Business Plan for Italian Restaurant

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This project consists of a new business plan for an Italian restaurant, including market analysis, operations plan, sales and marketing strategy, and risk analysis. It provides detailed information on location, product offerings, market analysis techniques, competitive analysis, operations planning, risk and contingency plans, sales and marketing strategy, and finance and funding plans. The project is focused on helping entrepreneurs start and operate a successful business venture.

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Entrepreneurship/ Business

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EXECUTIVE SUMMARY
This project consists of new business plan along with highlighted measures which can
help entrepreneur to operate a successful business. There are different opportunity for the
business plan which can be identify by sustainability along with profitability. This project also
highlight different stages which can help to depict necessary information related with plans and
procedures. This project followed various stages including identification of location for the
venture, USB of the business, market analysis, risk analysis, operational planning, planning the
sources of the fund and budget which can help business to get successful in a competitive
manner.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
BUSINESS OVERVIEW................................................................................................................4
LOCATION.....................................................................................................................................4
PRODUCT.......................................................................................................................................4
MARKET ANALYSIS....................................................................................................................5
COMPETITIVE ANALYSIS..........................................................................................................7
OPERATIONS PLAN.....................................................................................................................8
RISK AND CONTIGENCY PLANS..............................................................................................9
SALES AND MARKETING STRATEGY.....................................................................................9
FINANCE AND FUNDING PLANS..............................................................................................9
MANAGEMENT TEAM..............................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Entrepreneurship refers to skill development, organizing and running a new business
entity. In this entrepreneurs identify and resolve market demand which is not generally available
within the market. Entrepreneurs complete innovative ideas to fulfill the market demand
innovatively. Business ventures established by an entrepreneurial vision which able to provide
competency and take a risk and hard work to obtain the objective with bringing change within
society and make profit from the business operations. Business venture formed to plan after
analyzing the market trends and its financial resources. There are different business venture that
are established by entrepreneurs. In this report, there is a discussion about new business idea for
starting a business venture. This project also consists of business plan which provide the
opportunity and threat that can be faced by the entrepreneur. It also provides the detail about the
business location and it's selling proposition. It also provide the market analysis, description of
the product along with planning of all operations. There is also formation of plan along with
setting budgets and funding plans. There is also include sales and marketing strategy which will
provide opportunity to business growth (Koundouri, (2021)).
BUSINESS OVERVIEW
Business plan highlighted the project report which is based on opening of an Italian
restaurant “a la cuisine”. This Italian restaurant will launch in London nearby Tower of London.
This restaurant offer a wide variety of Italian dishes with dine-in, online delivery and takeaway
facilities. This service can help to connect with large number of customer base. In this changing
business environment, this business have the focus to provide old Italian dishes to their customer
in unique way. Raw material and resources which can help to prepare food will be organic that
can help to provide healthy food to their customers.
LOCATION
295 Greenland nearby Tower of London London UK
PRODUCT
This restaurant offer different product which is based on an Italian menu. There are
different Italian dishes which will be served to dear customers which include-

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à la cuisine
MENU
Mains
Pizza Napoletana
Tortellini
Linguine allo Scoglio
Spaghetti bolognese
Lasagne
Desserts
Gelato
Sfogliatella
Tiramisu
Services- People like to enjoy their meal at the restaurant. So, this restaurant will offer dine-in
services along with takeaway and online ordering facilities. This will help to deliver effective
service to their customer and help to generate high revenue along with maximum profit for
business venture (Reyes-Mercado, (2017)).
MARKET ANALYSIS
For analyzing this business environment, there is need to analyze changing market trends
which can help and entrepreneur to fulfill the demand and gain a competitive advantage.
Different market analysis techniques can help to identify and help in market analysis. There is a
discussion about two different types of market analysis technique which is highly effective and
can use by the entrepreneur for his restaurant.
Porter's five forces
PESTLE analysis
Porter's five forces
This is one of the market analysis technique that help to analyze different determinants of
factor that can help to analyse the demand of customer about their preferred food and product.
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These different factors can be evaluated by marketing technique which are going to be discussed
further.
Bargaining power of suppliers- There are numbers of supplier who can provide raw
material and product to this business venture which allows them for low bargaining power.
Bargaining power of customer- There are different Italian restaurants that offer same
product and services to the customer. So, this provide high bargaining power to consumer to
receive same type of product and services at same cost (Liu, (2018)).
Threat of substitution- Due to having high bargaining power of consumer, this allows to
create threat for the restaurant because there is already numbers of restaurant that offer Italian
meal to their customer. Due to having old, they can hold their customer who can offer a variety
of Italian foods with better taste.
Threat of new entrants- There is also a threat of new entrants in same industry that can
offer same type of product and services to their customers with lower rate and better quality
which can create threat for the Italian restaurant.
Competitive rivalry- Competitive rivalry for this restaurant is high because there are
different restaurant to offer similar Italian food and product to their customer at same price and
quality. This create a high level of competitive rivalry.
PESTEL analysis
There are different factor which can be identified by using this market technique.
Political, economic, social, technological, environmental and legal factors can help to analyse the
market which are going to be discussed further.
Political factor- This factor are having a huge impact on the business of restaurant. There
are some of the political factor which includes a change in taxation, policy, health and safety
guideline, different tax, change in tax etc (Verma, (2019)).
Economical factor- Factors like inflation rate, GDP of country and influence customer
decision. This factor is highly appreciable and can directly impact the business of the restaurant.
Social factor- There are different social factor which can directly impact the business of
Italian restaurant “a la cuisine”. People are conscious about their health and due to which they
like to consume organic food products and this restaurant can provide organic food product
which can help to create large customer base.
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Technological factor- This is one of the main factor which can directly impact the
business due to using of Advanced technology like accepting payment through different online
medium and many more. This can attract large customer. It also help in maintaining records and
performing different activity which can impact business.
Environmental factor- This is an important factor and “a la cuisine” need to focus on this
factor by maintaining different activities of the management. Restaurant need to use eco-friendly
material and need to effectively operate waste management which can help to create positive
impact of the business and help in growth and expansion.
Legal factor- This factor has also directly impacted over the business. “a la cuisine” can
be impacted due to different rules and regulation and policies regarding food or meal. Due to
policy change can impact the business of Italian restaurant (Salighehdar, (2017)).
COMPETITIVE ANALYSIS
Competitor analysis helps entrepreneur in analyzing market and help to identify
competitive rivalry companies which can lead to creating different impact on business operation.
It also provide the opportunity to ensure about the product which needs to be in demand and
qualify industry standard to gain competitive advantage. Competitor analysis allows business to
set their measure of growth and benchmark, analyze customer review and the competition. This
technique allows business to generate more revenue and attract a large customer base through
their competitive advantage. There are different factor which can help in explaining competitive
analysis.
Identification of competitors- This is the factor that directly identify competitors that can
create impact on revenue and profitability of the business.
Product and service identification that competitor are offering- There is need to analyze
the product which are generally offered by competitors to get help and setting cost along with
market share and pricing strategy.
Identification of pricing strategy and perk of competitors to make business- It is
necessary to identify competitor's pricing strategy related with similar product or services. It also
provides quality and budget allocation to competitors to make better pricing strategy.
Organizing research regarding sales tactics and competitive outcome- With the help of
analyzing sales process and competitions channel can help to identify the strategy through which
competitors have expanding their business. Identification of their sales tactic can help to get

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valuable information which can help in positioning of product in market at the right time (Gauri,
(2017)).
Strategy of product marketing of competitor- To make business competitive, there is
need to analyse marketing strategy of competitor to understand competitors.
Unique selling proposition- USP refers to new business measure which have the focus on
providing food dishes at a reasonable price and should also pocket friendly for customers. There
is need to make customer feel through interior and exterior about sense of Italy. There should be
a main focus on basic hygiene within the restaurant for retaining potential customer. This can
also help in brand building within industry. This can also help in establishing an effective
relationship with customers.
OPERATIONS PLAN
There are different operations and activity related with the restaurant which need to be
plan strategically. This can have to provide profitable and successful business for long span of
time. There are some of the operation which are going to be discussed further.
Raw material- Ingredients and raw material that can be used within the restaurant should
be purchased by authentic raw provider. There is need to regular plan to get best quality of raw
material which can provide effective taste of dishes.
Resources- In restaurant, there is need to use different resources which can help to avoid
wastage and help in saving cost along with time management (Alrawadieh, (2018)).
Production capacity- Entrepreneur need to plan a strategy for their production
requirement. This can help to manage raw material quantity to reduce wastage. Right portion can
help customer to meet their demand and also help in proper utilization of resources.
Planning- There is need to plan all the activity statically from initial stage to final. This
strategy can help an entrepreneur to create brand awareness and help in deciding different
activity which should be performed in right way.
Monitoring and controlling- There is need to monitor and control all the activity within
restaurant to enhance the performance along with good well within industry.
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RISK AND CONTIGENCY PLANS
Different factors can lead to create threat for the restaurant. There are some of
responsible factor which act as a risk. There are several strategy which can help to overcome
these risk are discussed further.
Risk factor Impact Major to overcome
Choice of menu Impact is biggest risk factor
that can lead to to make major
impact on retaining and
attracting customers.
There is need to offer a wide
variety of product which can
help to retain customers.
Pricing of product Product pricing should be
reasonable that can attract
large customer base and have
direct impact on profitability
and revenue of the restaurant
(Maijanen, (2017)).
With the help of competitors
analysis, there is need to make
pricing strategy to create win
win situation. Reasonable
price can allow restaurant to
attract large customer base.
High competition There are many competitive
rivalry which create high risk
in retaining and attracting
maximum customers.
With the help of strategy,
there is need to plan quality
products and operations in
effective way that can attract
large customer base.
SALES AND MARKETING STRATEGY
Sales and marketing plays an essential part within organizational functioning. It also help
in running business in an appropriate manner to achieve effective result. Restaurant need to use
appropriate sales and marketing a strategy. Sales and marketing strategy refers to set of activity
that should be pre-planned in nature and appropriately utilized by the organization to enhance
their profitability and revenue. In context to chosen and restaurant, there are some appropriate
sales and marketing a strategy are going to be discussed.
Sales and marketing objective
To increase sales by 70% in 6 months using appropriate marketing strategy.
To increase market share by 30% in next day 6 month of opening.
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Marketing principle refers to basic point which need to be followed by the organization to
execute their marketing strategy. It also helps in improve sales in current business. This include 4
P's of marketing that are product, price, place and promotion which are going to be discussed
further (Stroe, (2018)).
Product- Product can be defined as the goods or services which are generally offered by
organization to their customer. In context to chosen restaurant, it provides wide range of product
and services to their customer. Main menu is offered by the restaurant is spaghetti, pizza
Napolitano, and others. This product attracts huge customer and enhance profit of restaurant.
Price- For every product, there is need to make some specific price that can be pocket
friendly to the customer and provide benefit to restaurant. This should be more than cost of the
product. Fixed price of product can attract large customer base and also help restaurant to offer
product on regular basis.
Place- Restaurant had decided the specific place which has attraction for customer and
can attract large customer base to consume their product and services at that appropriate location.
It also help to large coverage of organization to target their customer according to their
requirement and choice.
Promotion- This is one of the main factor of marketing mix which helps to increase the
awareness regarding restaurant and its product. Promotion can help a restaurant to attract large
customer base towards their restaurant and consume their services and products. Restaurant need
to use a different promotional program like offering an appropriate discount, buy one get one
type offer which can attract large customer base towards their restaurant (Aldea, (2018)).
STP approach
STP approach refers to an approach which need to use by the organization to implement
their marketing plan. STP have three stages segmentation, targeting and Positioning which can
help to achieve better result. STP of restaurant is going to be discussed further.
Segmentation- Segmentation is primary step which is related with dividing market in
different small segment for implementing marketing strategy. To chosen and restaurant, it has
been identified that a restaurant should segment market according to demographic and
Geographic segmentation. Organization will use location to attract a large customer base
according to their age, gender, education and income level. They generally focus on age group of
18 to 40 years.

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Targeting- It is also essential step after segmentation. In context to chosen restaurant, it
has been identified that there is a need to target audience of customer to increased profitability.
To enhance their future growth, it is essential to attract their target customer with the help of
different promotional tool and delivery of quality goods and services. Reach-ability plays an
important factor for customer to attract towards the restaurant (Duoyan, (2021)).
Positioning- This one is last step in STP process. In this, there is the positioning of
product within market according to segmented section. There is need to use a specific logo to
enhancing brand recognition for their customer. This can also create mindset within customers
and can get attract towards the restaurant. There is need to marketing of the logo to create
awareness between target customers.
From above discussion, it can be evaluated that various factor needs to increase sales and
marketing of the product. Various step need to be followed like marketing mix and appropriate
strategy to implement product and Services within market. STP approach is highly applicable for
the organization to implement their better strategy for sales and marketing (Pandeva, (2019)).
FINANCE AND FUNDING PLANS
Every financial resources that can be used by entrepreneur help in establishing and
planning of resources to improve business operation are discussed further.
SEGMENTS ESTIMATED COST
Operational cost £250
Human resources cost £150
Transportation cost £175
Raw material cost £150
Maintenance cost £175
TOTAL £ 900
Total cost is estimated and can be used by entrepreneur to effectively run the restaurant in
London is £900.
Source of funds- There is need for investment for operating different operation of
restaurant uses different sources. There are some of the sources for the restaurant are discussed
further.
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Self investment- There is a need to invest funds to establish restaurant in London. This
also allows to get help in opening the restaurant at the prime location of London which can
attract numbers of customer (Song, (2019)).
Loan from Bank- Bank can provide a small amount of loan that can help as investment
through which restaurant operation can help to perform in constructive approaches. Bank loan
can taken as the monthly interest which should be paid by entrepreneur.
Investors- Some Angel investors help to establish this restaurant by helping capital
investment within restaurant. This invested capital can help restaurant to run in effective manner.
MANAGEMENT TEAM
There are various factor and function which need to be regularly monitored to run
business effectively. There are some responsible function that should monitor and control are
discussed further.
Leadership and guidance- Valuable guidance can provide a right direction to a staff
member to deliver effective service and perform different activity on time. It can help in building
goodwill about the restaurant.
Personnel management- It is necessary to manage all the staff members in effective way
for better productivity. Managing a staff member can help in effective performance while
delivering of services (Beam (2020)).
Management of raw material- There is need to manage inflow and outflow from
material which is generally used by restaurant. This provide optimum utilization of resources
with minimum wastage.
Supply chain management- It is necessary to manage supply chain which can help to
meet the customers demand and provide customer satisfaction. Supply chain management
strategy allows restaurant to deliver their product and services to meet with raw material which is
required by restaurant.
Cash management- Cash management allows an entrepreneur to evaluate profit margin
and sales of the restaurant and provide information about corrective measures when required
(Soni, (2020)).
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CONCLUSION
From above discussion, it can be conclude that entrepreneurship refers to a scale which
have the ability within an individual. This can allow starting new business venture within market
to identify internal and external market factor to evaluate threat and opportunity for the business.
There is also need to use a different market analysis tool like porter's five forces and pestle
analysis which can help to analyze business environment that can have impact on the business.
There are several strategies which need to be plan to create brand awareness along with
enhancing revenue and profit. With the help of strategic planning and analyzing market, it allows
the organization to manage risk and operations to perform well as a business.

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REFERENCES
Books and Journals
Aldea, (2018). From business strategy to enterprise architecture and back. In 2018 IEEE 22nd
International Enterprise Distributed Object Computing Workshop (EDOCW) (pp. 145-
152). IEEE.
Alrawadieh, (2018). Understanding destination image from the perspective of Western travel
bloggers: the case of Istanbul. International Journal of Culture, Tourism and Hospitality
Research.
Beam (2020). Thirty Examples Illustrating How the SECURE Act Will Enhance Retirement
Plans and Retirement Planning. Journal of Financial Service Professionals, 74(2).
Duoyan, (2021). Research on ZARA Strategy from the Perspective of SWOT Analysis Method.
In 2021 6th International Conference on Social Sciences and Economic Development
(ICSSED 2021) (pp. 201-205). Atlantis Press.
Gauri, (2017). An empirical analysis of the impact of promotional discounts on store
performance. Journal of Retailing, 93(3), 283-303.
Koundouri, (2021). Open Access in scientific Information: sustainability model and business
plan for the infrastructure and organization of OpenAIRE. Journal of Benefit-Cost
Analysis, 12(1), 170-198.
Liu, (2018). An analysis of stock market impact from supply chain disruptions in
Japan. International Journal of Productivity and Performance Management.
Maijanen, (2017). Managing exploration and exploitation in a media organisation–A capability-
based approach to ambidexterity. Journal of Media Business Studies, 14(2), 146-165.
Pandeva, (2019). The impact of pelvic floor multidisciplinary team on patient management: the
experience of a tertiary unit. Journal of multidisciplinary healthcare, 12, 205.
Reyes-Mercado, (2017). Drivers of consumer attitudes towards online shopping in the Indian
market: analysis through an extended TAM model. International Journal of Business
Innovation and Research, 13(3), 326-343.
Salighehdar, (2017). Cluster analysis of liquidity measures in a stock market using high
frequency data. Journal of Management Science and Business Intelligence, 2(2), 1-8.
Song, (2019). Investors’ Risk Preference and Age in Korean Defined Contribution Plans. Korean
Journal of Financial Studies, 48(6), 675-695.
Soni, (2020). Importance and Strategic Planning of Team Management. International Journal of
Innovative Research in Technology, 7(2), 47-50.
Stroe, (2018). Effectuation or causation: An fsQCA analysis of entrepreneurial passion, risk
perception, and self-efficacy. Journal of Business Research, 89, 265-272.
Verma, (2019). Evaluation of pattern based customized approach for stock market trend
prediction with big data and machine learning techniques. International Journal of
Business Analytics (IJBAN), 6(3), 1-15.
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