MKTM033: The Entrepreneurship Report

Running head: ENTREPRENEURSHIP REPORT FOR A NEW BUSINESS IN
MAURITIUS
Entrepreneurship Report for a New Business in Mauritius
Name of the Student
Name of the University
Author Note

1ENTREPRENEURSHIP REPORT FOR A NEW BUSINESS IN MAURITIUS
Executive Summary:
Sea Sharp is a new concept of an Undersea Restaurant in Mauritius which involves a
see through aquarium placed 20 feet below the sea level near the coast of Mahebourg at Ile
aux Aigrettes islands. The Restaurant will provide a full view of the ocean bed and coral life
for the diners. Similar themes are present in other countries such as Maldives, Dubai and
South Africa but have not yet been tried in Mauritius. The restaurant will attract both tourists
as well as fine diners to a new experience of dining. The construction of the facility has been
completed and the necessary permits have already been taken. It is expected that the business
will fare well in the next three years and it is estimated that in the first 12 to 13 months the
breakeven point can be reached and the company can start making profits from there on.

2ENTREPRENEURSHIP REPORT FOR A NEW BUSINESS IN MAURITIUS
Contents
Executive Summary:..................................................................................................................2
Section I. Introduction:...............................................................................................................4
1.1 Company Overview.....................................................................................................4
1.2 Mission Statement.......................................................................................................4
1.3 Products and Services......................................................................................................4
1.4 Current Status...................................................................................................................5
1.5 Legal Status and Ownership.............................................................................................6
Section II. Business Description and Analysis:.........................................................................6
2.1 Industry size and growth rate...........................................................................................6
2.2 Industry Structure.............................................................................................................7
2.3 Nature of participants.......................................................................................................7
2.4 Success factors.................................................................................................................8
2.5 Industry Trends................................................................................................................8
2.6 Long term Prospects.........................................................................................................9
Section III. Market Analysis & Competitor Analysis 300 words..............................................9
3.1 Market Segmentation and Target market selection..........................................................9
3.2 Consumer behavior........................................................................................................10
3.3 Competitor Analysis.......................................................................................................10
Section IV. Marketing:.............................................................................................................12
4.1 Marketing Strategy.........................................................................................................12

3ENTREPRENEURSHIP REPORT FOR A NEW BUSINESS IN MAURITIUS
4.2 Products, Price, Promotion and Distribution..................................................................12
Section V. Operations and HR:................................................................................................13
5.1 General Operational Approaches...................................................................................13
5.2 Business Location..........................................................................................................14
5.3 Facilities and Equipment................................................................................................14
5.4 HR Approaches and Policies..........................................................................................15
Section VI. Management..........................................................................................................15
6.1 Management Team.........................................................................................................15
6.2 Company Structure.........................................................................................................15
Section VII. Financials.............................................................................................................16
7.1 Statement of sources and utilization of funds................................................................16
7.2 Estimated Values............................................................................................................17
7.3 Pro Forma Income Statement.........................................................................................18
7.4 Pro Forma balance Sheet................................................................................................19
7.5 Pro Forma Cash Flow.....................................................................................................20
Section VIII. Milestone Schedule / Gantt chart.......................................................................21
References:...............................................................................................................................22

4ENTREPRENEURSHIP REPORT FOR A NEW BUSINESS IN MAURITIUS
Section I. Introduction:
1.1 Company Overview
There has been a steady increase in the popularity of concept restaurants that provides
unique experience to the diners through the incorporation of new experiences. One of the
most trending of such ideas is in underwater restaurant segment in which the restaurant is set
up in an underwater aquarium providing a view of the underwater environment for the diners
(Lee et al. 2015). The underwater hotel segment is a rapidly booming industry and companies
such as Ithaa Undersea Restaurant, Cargo Hold and 5.8 Undersea Restaurant have shown
significant growth over the last few years due to an increase in the appreciation of themed
restaurant (Kilberg 2014). The name of the business Sea-Sharp that will be located 20 feet
under the sea level in a specialized aquarium providing a full view of the ocean bed and
marine life forms of Mauritius.
1.2 Mission Statement
The mission of Sea-Sharp will be to provide the best dining experience to the customers
where they will be able to get a full and clear view of the sea bed and various marine life
forms in a safe and relaxing environment along with the experiences of a fine dining
restaurant where the customers can get a taste of various sea food and traditional dishes of
Mauritius in a modernized form (Karatepe and Kaviti 2016).
1.3 Products and Services
Sea-Sharp will provide a fine dining service for the customers, offering various types
of sea food such as sea fishes and shell fishes and sea based cuisines from around the world,
including traditional dishes from Mauritius. Additionally, Sea-Sharp will also provide a full
underwater view of the sea bed and marine life forms through the transparent walls of the

5ENTREPRENEURSHIP REPORT FOR A NEW BUSINESS IN MAURITIUS
Restaurant (Carlucci et al. 2015; Stern et al. 2017). Given below is a list of sea life that will
be available on the restaurant menu:
Category Species
Fishes
Tuna
Merlin
Swordfish
Salmon
Mackerel
Herring
Sardines
Cod
Flatfish
Stingray
Demersal Fish
Lampreys
Eel
Mollusks
Oysters
Scallops
Mussel
Cockles
Conch
Abalone
Octopus
Squid
Cuttlefish
Crustaceans
Prawns
Shrimps
Crabs
Lobsters
Krill
Animals
Sea Urchins
Jellyfish
Sea Squirts
Plants
Sea Weed
Giant Kelp
Microalgae
Figure 1: Seafood products (source: self work)
1.4 Current Status
Sea-Sharp is about to launch the business in Mauritius on December 31st, 2018. The
required paperwork has already been completed in accordance to the legal requirements of