Business Plan for Little Dessert Shop: PEST Analysis, Marketing Plan, and STP Model

This business plan covers PEST analysis, marketing plan, and STP model for Little Dessert Shop, a cafe in Birmingham, UK. It includes an overview of a proposed business idea, principles of business finance, SWOT analysis, competition analysis, and a suggestion for the proposed target market.

Business Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
overview of a proposed Business idea.............................................................................................3
PEST Analysis:................................................................................................................................3
Introduction to the principles of business finance...........................................................................5
Marketing Plan (4 P'S).....................................................................................................................6
SWOT Analysis...............................................................................................................................7
A discussion about a competition and its advantage.......................................................................7
A suggestion for the proposed target market...................................................................................8
STP Model..................................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Books and journals....................................................................................................................11
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INTRODUCTION
A business plan is a written document that tells the explanation that how a firm normally a
startup describes the aims, objectives and a procedure that how it will going to accomplish its
goals. It will assist a planning to start a business which gives an insight for taking all the steps
and resources needed for accomplishing the objectives of business. Little Dessert shop has been
chosen as a base company for this report which is present in Birmingham, United Kingdom. This
shop is a place where all fast foods, specially desserts which are particular in the special diets
include vegetarian friendly and gluten free options include ice cream, pancakes, sandwiches, and
so on. This file covers the PEST analysis for evaluating the external environment, principles of
business finance and marketing plan (Sisa and Montañez, 2018). This will also cover SWOT
analysis, discussion of competitive advantage to remain stable in the market and STP model for
the target market.
Overview of a proposed Business idea.
Little dessert shop is a cafe which offers variety of fast foods, shakes and specially desserts with
the different varieties. So, an innovative business idea for this little dessert shop is multicoloured
white chocolate hearts. A customer can eat that by sitting in that restaurant as well as they can
use take away option which is already available in this shop. This will definitely help in giving
profit to the organisation as well as to the customers for their financial gain and high level of
growth.
PEST Analysis:
This analysis is used to understand the factors which may impact the organisation and the way
these factors will create opportunities for the business to expand its production in the market.
This analysis will help little dessert shop to take better decisions, increase in the effectivity and
efficiency of the organisation (Alegre Albalate, 2020).
Political:
This factor is connected to the government which definitely impact a business enterprise or any
organization. A food outlet is always at the danger of being targeted by the governance as it has
its own precedency that is security of all the people. In case of a little dessert shop, a manager
should take a good decision to decrease the effect of various rules and regulations. Political
decisions like self-discipline and the consequent drops in available financial gain have also result

to chocolates undertaking shrinkness where the size of a heart shaped white chocolate has been
decreased instead of leaving it the similar size and passing the enhanced price on to the
customer.
Economical:
This factor has a great effect on economic situation of a firm that can be a development or
declination, long duration potentiality in the marketplace. If economical situations are altering,
then surely it will impact straight away or indirectly to the firm. In context to little dessert shop,
it will affect the cost of ingredients as a result price of menu will go rise (Sulkowski, 2018). But
at the same time, it will impact the people who are working.
Social:
This element is related to the societal situation of any organization which can impact the attitude
or activity of a customer. In case of a little dessert shop, it has the opportunity of developing
because of the increment in the ability of a consumer to purchase a multicoloured white
chocolate hearts in place of preparing multi colour white chocolate hearts at house which is
because of busy life style mostly at urban places. So, an occupied type of living standard in
urban surroundings will be a big chance in this factor for the growth of their firm.
Technological:
This factor has a huge effect on the commercial enterprise or firm as a little increment in the
technological factor will unquestionably affect the whole administration. In case of this
shop,This business has the chance to improve its investigation and growth assets to grow the
effectivity of an enterprise (Kobuss and Bretz, 2017). This shop can use various technology like
mobile application so that customers can order their chocolates.
Introduction to the principles of business finance
Principles of finance in a business will assist the day to day decision-making of the business. It is
a very simple summary of a present business finance and projections for the development. It will
help the little dessert shop to control all income, expenses and investments like that it can
manage cost and accomplish all the goals.
Business expenses:
Whenever a person is running a business and think to do something innovative then definitely it
has expenses. A little dessert shop of multicoloured white chocolate hearts in which its expenses

include licenses and permissions, costs of sold commodities, rent, advertisements and so on
(Valletti, 2018).
Financial projections:
It is a main factor which assist in forecasting the inflow and outflow of cash which help in
recognising the financing requirements, optimizing the cost, production in the plan monitoring
the regular cash flows in a little dessert shop. This will help in achieving the monthly goals and
objectives of a selected firm.
Financial Statements:
It contains the details of a finance of a business which contains all kinds of statements and help
in summarising the whole budget. In relation to a little dessert shop, it is used to detail the
incoming and outgoing of a money which is used to analyse the net profit and loss of a business.
Particulars Income &
Expenditure
Utensils
Furniture
Ingredients
Marketing budget
Equipments
Store rent
Miscellaneous
€43,000
€50,000
€80,000
€16,936
€8,800
€440,336
€176,134
Total €815,206
Marketing Plan (4 P'S)
This is a model which is used to raise the elements of a marketing, the mode in which new
commodities or services are taken in the marketing option. This will assist in attracting new
consumers to inspire the consumers who are already present in the market to continue buying
their commodities or services.
Product:
It means to the commodities or services which can be sold-out that can be characteristic
commodity or service. In case of little dessert shop, multicoloured white chocolate hearts, menu

of this shop will become a heap of good innovation as it is a very different variety which is
offered by this restaurant and also a very useful (Wright, Siegel and Mustar, 2017).
Price:
It is related to the costing of a commodity which consumers pay for that. It must be connected to
the actual value of a commodity. multicoloured white chocolate hearts
Place:
When a company decides about where to sell a product and how to deliver the product is referred
to as a place. This can be a physical store or any online platform. In case of a little dessert shop,
it can use mobile application facility through which it can provide the facility of offering a
multicoloured white chocolate hearts at each and every place in the Birmingham This will also
give an idea to pen its shop at some o6ther areas and other parts of the country to grow its
business.
Promotion:
Promotions include advertising, public relations through which customers will get to know about
it. That is communicating messages to customers to generate awareness, interest, desire or
action. In relation to little dessert shop, it can use online advertising strategy which is very
helpful in finding the right audience and assist thefirm to convert consumers and raise their
revenue. Also, it can use public relation strategy which will help the cafe to grow in various
areas by organising public relations and make a strategical decision about the best way to
communicate with the target audience. These two strategies will help the business to grow and
promote in various places.
SWOT Analysis
(Hirn, 2017). This analysis recognises core strengths, weaknesses, opportunities and threats
Strength:
It defines the optimistic features of the firm or task that provide a benefit over its competition. In
case of a little dessert shop, there is an effective and efficient culture of sales and services, highly
motivated staff with the team effectivity as they are offering their food and multicoloured white
chocolate hearts with a proper time.
Weakness:
In relation to Little dessert shop,

Opportunities:
It defines the factors in a firm's external environment which will allow it to develop and utilize
all the schemes to increase the profit. In case of little dessert shop, it has a chance to develop a
strong customer relationship culture which can be also helpful for expanding the number of
outlets.
Threat:
It is defined as the factors in the external surroundings that may damage the link and net income
of the firm. In context to little dessert shop, there are many other outlets who are serving the
same to the customers in better prices. Increment in the supply cost will also be a threat for the
firm in the market.
A discussion about a competition and its advantage
Competition is the group action between firms selling same commodities and services in the
market with the aim of accomplishing the net income, market share (Houghton and Manners,
2019). This will motivate the firm to increase the volume of sales which can be due to the
pricing, promotions and so on. The little dessert shop also has a good competition in the market
but the taste, flavour and pricing of the product will decide the priority in the market that where
this shop stands in the market.
There are various other outlets who are providing these fast food, dessert and this multicoloured
white chocolate hearts. These are very good competitors in the market and this competition can
be handled by always bringing some new deals in the market.
A suggestion for the proposed target market
STP Model
The STP model deals with a familiar tactical approach in modern marketing. It is mostly
focusing on commercial effectiveness, choosing most valuable section for a business and then
developing a marketing mix and product positioning strategy for each segment. It is also very
useful for the creation of marketing communications
Segmentation:
It identifies same group of customers and divide the market into distinctive groups. Each
segment has common characteristics and needs which is used to divide the market.

Demographic: This segment deals with personal characteristics like age, gender, education,
occupation etc. In case of little dessert shop, hey had differentiated their products according to
the characteristics of consumers which leads to the biggest growth in their business.
Geographic: This segment deals with dividing the segments by the country, region, city, country
etc. In context to little dessert shop, they had focused on the United Kingdom where it can be
extended more and more.
Psychographic: This segment deals with their personality, attitudes, interests,values, opinions
etc. In case of little dessert shop, they have also divided the products according to their
personality, their eating habits etc (Maarouf, 2017).
Behavioural: This segment deals with the behaviour of the customer which tells about the loyalty
or interests about the product. As in case of little dessert shop, they also need the loyal customers
to know about the products what customers are buying or browsing , interests customers have
which helps the organisation to grow their business.
Targeting:
This is the second step which is used to identify the best opportunities for the business. It will
help the little dessert shop to determine which segments are most likely to generate desired
conversions. It is used to measure potential and commercial attractiveness of each segment
(Houghton-Cabrera, 2017).
Positioning:
This is the last element of this model which helps to position a product or service to target
different groups of consumers very effectively which helps the little dessert shop to concentrate
on the benefits which a business can provide and differentiate the product from competitors.

CONCLUSION
It is concluded from the above report is that a proper business plan is very important for a firm
when there is a new idea about to come in the market. This will help the firm in identifying the
structure, total budget plan and a way of implementing the new business plan in the market. This
leads to follow some specific procedure and help in accomplishing short and long term goals.

REFERENCES
Books and journals
Sisa, M.A.J. and Montañez, A.D.B., 2018. ANÁLISIS DEL MÓDULO DE MERCADEO EN
MIRAS A LA FORMULACIÓN DE UN NUEVO MODELO DE PLAN DE
NEGOCIOS ENFOCADO AL SECTOR SERVICIOS (Analysis of the marketing
module in view of the formulation of a new business plan model focused on the services
sector). FACCEA-Revista Facultad de Ciencias Contables, Económicas y
Administrativas, 8(2), pp.105-113.
Alegre Albalate, D., 2020. Creation of Cornerstone: financial plan.
Sułkowski, KK, 2018. The business plan of football tournments dedicated to sport amateurs in
Poland (Doctoral dissertation, Katedra Finansów i Systemów Finansowych).
Valletti, N., 2018. Caso di studio: definizione del business plan di Planet App, piattaforma
urbana per la gestione di una smart city= Case study: definition of Planet App's
business plan, urban platform for the management of a smart city (Doctoral dissertation,
Politecnico di Torino).
Wright, M., Siegel, D.S. and Mustar, P., 2017. An emerging ecosystem for student start-ups. The
Journal of Technology Transfer, 42(4), pp.909-922.
Hirn, C., 2017. Geschäftsmodell und Businessplan für digitale Unternehmen–ein Vergleich von
State-of-the-Art Methoden und Entwicklung einer Methodik aus der Start-Up
Perspektive (Doctoral dissertation, Wien).
Houghton, R. and Manners, C., 2019. The Dangers of Traveling Hopefully and How a Purpose
Becomes a Plan. In Grow, Build, Sell, Live . Emerald Publishing Limited.
Maarouf, S., 2017. Marketing-und Businessplan für das Qualifizierungsprojekt TechLab für
Jugendliche.
Houghton-Cabrera, MS, 2017. PLAN DE EMPRESA: Mechanicsconnects. es.
Kobuss, J. and Bretz, A., 2017. 12. Businessplan–Handlungs-und Entscheidungsgrundlage.
In Erfolgreich als Designer-Designbusiness gründen und entwickeln (pp. 201-232).
Birkhäuser.