High Sky Height Restaurant: Unique Dining Experience in the Sky

This business plan outlines the concept of High Sky Height Restaurant, a unique dining experience located 50 meters above ground level. The restaurant offers multiple cuisines and targets medium income individuals. The plan includes an industry profile, business model, challenges, marketing plan, and competitor analysis.

And Entrepreneurship

EXECUTIVE SUMMARY
The present business plan is relating to the High Sky Height Restaurant which will have
unique food and service. The restaurant will offer the luxury dining experience in the sky which
will be above 50 meters from the ground. It will have multiple cuisines and luxury experience.
The industry profile of the business says that there is very broad scope in the food industry in the
coming future and the restaurant shall use the business model of production. The uniqueness of
its serving food at the high sky differentiates the business from rest of the others. But there are
many challenges which may be faced by it which its non-acceptance of the idea, training to
employees and customer acquisition which may be overcome by it slowly and gradually. The
target market of the restaurant is the medium income people who can afford the services of the
restaurant. There are many competitors of this restaurant which are unique in its own way. The
restaurant can raise its funds either from venture capital, angle funding or through bank loans.

Contents
EXECUTIVE SUMMARY.........................................................................................................................2
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
Start up business idea..............................................................................................................................4
Industry profile........................................................................................................................................5
Business model........................................................................................................................................6
Point of differentiation.............................................................................................................................7
Challenges to business idea.....................................................................................................................7
Prospective customers.............................................................................................................................8
Brief marketing plan................................................................................................................................9
Competitor’s analysis..............................................................................................................................9
Sources of Funds...................................................................................................................................10
Intellectual property...............................................................................................................................10
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODUCTION
The entrepreneurship is starting up a new venture with creative and innovative idea. The
entrepreneur is the one who through its innovative idea builds a venture an turn the idea into a
reality. Innovation is considered as the specific tool of the entrepreneur with the help of which it
can exploit the changes as the opportunity for different service or business. There is strong
connection between the entrepreneurship and innovation as it comprises of the corporate and
independent efforts which involves deploying an assembling the resources in order to capture a
value in the innovative idea. These ideas which are innovative in nature may be present for the
new process, product and services. Innovation is very essential for the entrepreneurs as it in this
highly competitive environment, innovative ideas is something which differentiates the
entrepreneur from others. It helps in creating the outstanding offering, strong image of brand and
builds the strong network of customers (Genadinik, 2019). This report shall cover the business
idea of the new start up together with its plan.
MAIN BODY
Start up business idea
The present business plan is for the restaurant which is named as ‘High sky heights
Restaurant’. The business idea relates to the unusual restaurant which shall be opened for the
first time in London. The restaurant shall be located on the London Street, United Kingdom. The
table of the restaurant will be suspended by the crane at the 50 meter high in the sky which will
give unique scenery and the luxurious dining experience to the customers. It will serve the lunch
and dinner only and not breakfast and shall have the multiple cuisine experience. It will have
Indian, Chinese, Mexican, Italian and Continental food for the different customers who have
their unique taste and preference. Moreover, it will also include the afternoon tea session which
will include different beverages, tea and coffee varieties for the customers. The restaurant service
shall be available from 2pm onwards in the afternoon and will last till 11pm at night. This unique
restaurant gives the luxury and unique experience to the customers which they will not get
anywhere (Cunningham and et. al., 2019).

Industry profile
In order to conduct the industry analysis of the new High sky Heights Restaurant, Porters
Five forces model is applied which will help in analyzing the competitiveness of the business
environment. It helps in understanding the forces of industry which can affect the profitability of
the firm (Mongelli and Rullani, 2017). In context to High Sky heights restaurant, the five forces
is illustrated below-
 Competitive rivalry- It includes the strength and number of competitors which are
prevailing in the market. In context to High sky Heights Restaurant, the power of this
force is moderate as there are end number of restaurants in London but the uniqueness of
this restaurant makes it differentiable from others.
 Bargaining power of suppliers- It mainly determines the easiness of suppliers to increase
the prices. In relation to this High sky Heights Restaurant, the power of this force is
moderate as the restaurant is new in the market and will deal in multiple cuisines so there
will be probability that the suppliers may drive the prices (Morozova, I.A., Popkova, E.G.
and Litvinova, T.N., 2019).
 Bargaining power of customers- It includes the ability of consumers to drive the prices
of the business to low. From the perspective of High sky Heights Restaurant, the power
of this force is low as the uniqueness of this restaurant will attract the customers towards
it and the consumers will not be able to bargain as this new experience will give edge to
the restaurant.
 Threat of substitute products- It involves the likelihood of the customers to find a
different or alternative of the offering which the business is providing. In relation to High
sky Heights Restaurant, the power of this force is moderate as the products which this
restaurant is offering is available in the market by different restaurants and café but the
unique service of restaurant to enjoy the food at 50 meters high from the land will make
the threat on the substitute and the customers will not be able to switch to others if they
wants to have this unique service.
 Threat of new entry- It includes the likelihood of people to enter the market with same
offering. In context to High sky Heights Restaurant, the power of this force is low as it
involves huge investment to come up with such unique restaurant. The new entrant has to
make many planning before coming into the market (Berger, E.S., and et. al., 2019).

From the above evaluation, the industry analysis shows that the restaurant is safe to
operate in London due to its unusual service and multiple cuisine. People nowadays have
become adventurous which increases the likelihood of the increased demand in the market of
this restaurant. People are born foodie and when they gets the multiple cuisine at one stop
that too with the innovative service of consuming the food in the sky will give cherry to the
cake.
Figure 1 Office for National Statistics, 2020
From the above picture, it is evaluated that the demand in the food industry is likely to be
increased till the year 2022. The above graph shows the national statistics of UK in terms of
revenue generation which is increasing year after year. So the demand will be high in London.
Business model
It is the outline as to how the company can plan to make more of the money with its
offering and the customer base in a particular market. It helps in generating the profits. In context

to the High Sky Height Restaurant, this business can use the business model of production which
involves selling the goods and services which the business itself produces it. It is one of the basic
model which is viable and the company can generate justified sales in order to cover its
distribution, storage and production cost (Bruijl, 2018).
High Sky Height Restaurant will use this model as it is itself engaged in the preparation
of food for its customers and provides the high sky experience from its own services which is not
hired. This model will help in covering all the expenses and generating enough revenue which
can give average profit at initial time period.
As the present business plan is based on food industry, there are different restaurant
models which High Sky Height Restaurant can use. As it is offering multiple cuisines to its
customers, this restaurant may use fine dining restaurant model which will contribute in
delivering the food of high quality, ambient dining experience that too on height and the top
notch table service (Müller, Buliga and Voigt, 2018).
Point of differentiation
The High Sky Height Restaurant is a unusual and unique type of restaurant which offers
multiple cuisine at one stop. But this is not the uniqueness of this business as multiple cuisines
can be consumed by customers in other restaurants. The point of differentiation for the High Sky
Height Restaurant is that it gives the luxury dining experience to its customers at the sky which
will be above 50 meters from ground level. This is the main service which differentiates this
restaurant from others. In London, there is no such restaurant found till date so this unique
business will help in attracting the large customers who are fond of adventure. The High Sky
Height Restaurant gives food and adventure together and is also open for the birthday or
anniversary like celebrations in order to give special experience on the special day (Dias, C.S.,
Rodrigues, R.G. and Ferreira, J.J., 2019).
Challenges to business idea
There are many issues or challenges which the High Sky Height Restaurant may face.
The food industry is a very dynamic sort of sector where demand of the food changes in very
short span of time. The following challenges will be faced by the new business idea-

 The main hurdle for the High Sky Height Restaurant may the acceptance of the
customers. This business idea is solely dependent on the high sky idea and the main issue
can be the non- acceptance of the height by the customers. This may result in failure of
the business plan.
 Another challenge can be to train the employees so that the luxury experience can be
given to the customers at the height. The workers has to be trained enough to handle all
sort of customers in one go and serve them with best possible service (Bekmansurov,
R.H., and et. al., 2019).
The High Sky Height Restaurant may face the problem of customer acquisition as this unique
service may be one time go for the customers so it is important for the restaurant to bring
something which can help in retaining the customers and build the loyal customer base
(Franceschelli, Santoro and Candelo, 2018).
Prospective customers
Market segmentation
It is a process which involves dividing the target market into defines and smaller
categories. It is of four types-
 Demographic- It involves grouping the customers on the basis of its unique
characteristics such as age, gender, taste, income, etc.
 Geographical- It includes grouping the customer on the basis of geographical location.
 Psychographic- It categorizes the customers by their characteristics and personalities
such as values, attitude, personality traits, etc.
 Behavioral- it focuses on how customers act and group them accordingly such as on the
basis of their purchasing habits, etc. (Vinuales and et. al., 2019)
In context to High Sky Height Restaurant, the business shall segment the customers on
the basis demographic segmentation.
Targeting
It is the strategy of marketing which breaks the market into small segment in order to
concentrate on particular group. Instead of reaching the whole market, the company targets the

particular market and puts all its energy to build the connection with it (Ezeh, 2017). The High
Sky Height Restaurant shall target the high income people who have ability to consume the
luxury services of the customers.
Positioning
It is the process which involves developing and associating the mental position in the
consciousness of people about the brand and its offerings. The High Sky Height Restaurant hall
position itself by adopting such marketing strategies which can attract them. It will use loyalty
programs for retaining them,.
Brief marketing plan
Marketing mix
It is the strategic approach of marketing which consists of 4Ps that the essential factors
that are involved in marketing the particular product or service (Sutanti and et. al., 2018). In
context to the High Sky Height Restaurant, the 4Ps are discussed below-
 Product/ service- It involves the offering of the business which the venture will offer to
the customers. The High Sky Height Restaurant will offer multiple cuisine such as
Italian, Mexican, Continental, Chinese and Indian to the customers and will give unique
dining experience at the height of 50 meters. It will offer lunch, dinner and afternoon tea
to the customers.
 Price- It involves the pricing strategy which the company will use to offer its offering.
High Sky Height Restaurant will use skimming pricing strategy where it will charge high
price at initial time and will gradually lower the price. This will help in covering all the
investment at the initial level.
 Place- It involves the place where the product or the service will be sold to the
customers. The High Sky Height Restaurant will offer its services at its physical outlet
which will be established in the London Street.
 Promotion- It involves the marketing tactics which will be used by business to promote
its business. The High Sky Height Restaurant will use social media and other digital
marketing mediums such as email marketing to promote its offering. It will also

traditional marketing such as advertisement in newspaper to promote its services (Neck,
H.M. and Corbett, A.C., 2018).
Competitor’s analysis
 Kitchen table- It is a U shaped with 19 seats restaurant that offers multiple cuisines of the
European dishes. Its ambience is luxurious and offers best services to its customers.
 Ikoyi restaurant St James- It is a restaurant which offers the spice based cuisine where
the vegetables are grown slowly for the flavor. It has wide collection of spices. It offers
dinner and lunch to its customers. Its uniqueness is its flavor of different spices.
 Vasanth Vilas- it is an Indian restaurant in London which gives pure vegetarian food. It
has starters, soup, south Indian, minim meals and tiffin and other varieties for the
customers who want to consume vegetarian food (Bican, Guderian and Ringbeck, 2017).
Sources of Funds
There are different sources from where the High Sky Height Restaurant can raise its
funds. As this is a highly innovative and luxurious restaurant, its start- up will require huge funds
so the different sources of finance for the restaurant are discussed below-
 Venture capital- It is highly preferable for the technology driven companies and
businesses which have potential of high growth. It includes giving some percentage of
ownership to the external party. The venture capitalist expects high return from their
investment. It is equity based rising of funds (Drobyazko, S., and et. al., 2019).
 Angel- These consist of the retired executives of companies or wealthy individuals who
directly invest in the firms which are owned by other party. They just not only share their
network of contact and experience but also their management and technical knowledge.
They invest at early stage of business start- up.
 Bank loans- It is the most common source of finance for the small or medium sized
business. They provide loans at average interest rates. The start- up loans are guaranteed
on the basis of personal guarantees (Stead and Hastings, 2018)
Intellectual property
It is that category of property which includes the intangible creation of the intellect of
human beings. There are different types of intellectual property such as copy right, patent, trade

secret and trademarks. In context to the High Sky Height Restaurant, the trademark will be used
for protecting the intellectual property of the restaurant.
It is the right given for protecting the name, logo, product and service of the business
which is used to distinguish and identify the product or service. It is the sign which is capable of
distinguishing the products and service of one business from that of the others (Zhang, 2020).
The High Sky Height Restaurant can protect its name, logo and unique service by the trademark
intellectual property rights. As this restaurant has exclusive and unique service of serving the
food to the customers at the height of 50 meters from ground so it is important to obtain the
trademark of this service so that no other enterprise or restaurant can use it in the future.

CONCLUSION
It is concluded from the above report that business plan is a document which outlines the
objectives of the company and the methods which will help in accomplishing it. The High Sky
Height Restaurant is the business idea which has unique service of serving the food to the
customers at the height of 50 meters from ground so that they can have unique dining experience
in the sky. The funds can be collected from different sources such loans from bank, venture
capital, etc. so that the start-up can be made easy. This business will be of high demand in the
coming future due to its adventurous nature.

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