Sandwich Shop Corner: A Business Plan for Success

This business plan outlines the strategy for launching a successful sandwich shop, 'Sandwich Shop Corner'. It covers market analysis, target audience, marketing strategies, financial projections, and operational details. The plan emphasizes the importance of high-quality ingredients, efficient operations, and customer satisfaction to achieve profitability and growth in the competitive sandwich industry.

SANDWICH SHOP CORNER 1
Business Idea: Sandwich Shop Corner
By Name
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Table of Content
1.0 Abstract
1.2 Executive summary
1.3 Introduction
1.31 4 Objective of new business
1.32 Ownership basis
1.33 Mission statement
1.34 Vision statement
1.35 Philosophy
2.0 Marketing objectives
2.1 Key areas of success
2.2 PESTLE Analysis
3.1 Market Trends
3.0 Market Analysis
3.2 Target market
3.21 Marketing strategies for each target market
3.3 Market mix
3.31 Product
3.32 Place
3.33 Promotion
3.34 Place
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4.0 Launch Event
4.1 Budgeting
5.0 Business Decision Making
6.0 Supply Chain
7.0 Recommendation
8.0 References
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1.0 Abstract
The modern world has become an increasingly busy space with office activities and
more staff preferring to take lunch on their desk as they work. In fact, most
companies expect employees to provide their own food, and most of them lack the
time, or motivation to do so. Notably, the market for sandwich overwhelming
compared to pizza market in the UK. And for this reason, a sandwich business idea
presents a lucrative opportunity which is profitable and a guaranteed market.
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1.2 Executive summary
Most people eat a sandwich than snacks or any other fast foods. As a result of this
increasing demand for sandwich due to busy schedules, this paper explains in detail
how to open a sandwich shop, the costs, competition, the market, target group,
mixed methods of marketing, marketing objectives and strategies, ownership,
business location, pestle analysis, and recommendations. The justification for
choosing this idea is mainly because of the increasing demand for a sandwich. This
demand has been propagated by the increasing demand in the workplace where
people hardly have time to leave the working station for lunch (Datamonitor (Firm).
2008, 15).
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1.3 Introduction
A business idea is a superb idea because of the increasingly busy world and the
need to get fast foods in the workplace, but it’s also a risky affair especially if one
has no experience. In the food industry, restaurant enters and exits the industry with
regularity (DeLuca, F., & Hayes, J. P., 2012, 38). As a result of this fact, we
understand that as entrepreneurs we need to be aware of such pitfalls because we
have no prior experience. Although the industry has evolved since 1762, there are
certain gaps that the firm will capitalize to ensure that it’s successful. One of the
areas of success is investing heavily in the online platform, and the firm has already
established a website where the client can make orders online, request inquiries,
advertise the product, as well social networking. The business will also operate from
the local shop, mobile, and home delivery services. This is bonus opportunity
operating in conjunction with the existing local sandwich business and promoting the
brand. The available facilities and staff will propel the business to its maturity. A van
is also important to deliver the product in offices and homes as well as taking the
sandwich to different sites. Although it may be challenging for a start-up firm to
perform the various functions as we intend to, we are determined to invest
substantial capital to ensure a good start as we observe the required standards. In
approximation, the sandwich industry is worth £3bn, and over 60% of the customers
are likely to consume sandwich at least every year. Therefore, starting a sandwich
business has a more likelihood of thriving due to increasing market demand, but it
should be noted that the industry has fierce competition, and opening one is prone to
stiff competition against cafes, supermarkets, bakers, workplace canteens, and of
course from other sandwich shops (Godsmark, & Carol., 2008, 46). Below are some
of the identified competitors.
Competitor 1 The Dusty Knuckle
Background Founded in 2014 by two childhood friends Rebecca Oliver and
Max Tobias. It’s one of the finest sandwich shops in the UK.
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Aim Aims at baking great bread and high-quality sandwiches, and
whatever they don’t make by themselves source it from the best
producers in the UK.
Marketing
Promotion
Analysis
Advertises its products through the company website. Also
promotes products by publishing in journals and blogs as well as
conducting extensive market research.
Competitor 2 The Milk Shed
Background Initially started as an ice cream venture, and soon offered
breakfast and lunch needs, and later started offering plenty of
delicious sandwiches.
Aim The firm aims at offering superb and delicious sandwiches charred
with pancetta, slow-roasted tomatoes, chicken breast, gruyere
cheese, rocket, and basil mayonnaise.
Marketing
Promotion
Analysis
The company has a website through which the through which the
various products are advertised, marketed, sold, and promoted.
The firm also conducts market research.
Competitor 3 Arch House Deli
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Background The firm has been in operation for over 10 years and has won
several multi awards.
Aim The firm aims at being the best multinational sandwiches
distributor.
Marketing
Promotion
Analysis
The company creates awareness of its products via their website.
It has an online shop where clients can make orders, inquiries or
any other services. It also conducts market research.
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1.31 4 important objectives of the new business
Objectives are important for the long-term profitability and growth of the organisation.
It helps to establish a roadmap which is beneficial for the long term.
a. Keep the costing minimal – The most important objective of the company is to
keep the cost minimal. It is important as the revenue will generate will be less thus
low costing will help in sustaining and grow. The decrease in the cost results in an
increase in the profitability of the company (Kimmons, 2018).
b. Customer service – The customer service is very important as it will help in the
publicity which will result in increased sales and profitability of the company. The
customer service helps in retaining the existing customer and also in maintaining
new customers (Root, 2018).
c. Maintaining finance – It is important to properly allocate the funds as the
resources are scarce in relation to the desired wants. Inefficiency in maintaining
finance can lead to losses and decrease the productivity and efficiency of the
employees (Root, 2018).
d. Competitive analysis – The other objective is to analyse the competition in the
market that is available and also to adapt the procedures in order to effectively
provide the sandwiches but with own essence (Root, 2018).
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1.32 Ownership
There are various forms of ownership but the best form of ownership for the
business is the Sole proprietorship. The Sole proprietorship can be defined as the
organisation where there is the single owner and have full control over the decision
making of the company (Joyner, 2018). It is best suitable because of the start-up
requirements and legalities involved while establishing the business. In case of sole
proprietorship, there is only required to register the name of the company and obtain
the licenses. The startup requirements are also minimised as the expenditure is only
of the assets and machines that will be required for providing of service (Huntington,
2018). The fund managers will be effective as the controlling power will be in one
hand thus providing them to have a full control over the business. The Kurt Geiger
&ndash is also an example of the sole trader which has established in the UK market
(Chesters, 2011). The sole proprietorship has led them to make decisions regarding
the designs and manufacturing of the shoes letting him grow and expand in the UK
Market.
1.33 Mission statement: the firm’s mission is becoming one of the leading
sandwiches bakers in the UK.
1.34 Vision statement: our vision is to establish the best sandwich shop providing a
variety of sandwiches at prices affordable to UK city residents.
1.35 Philosophy: our philosophy is offering our customers a variety great, fresh
tasting sandwiches baked with high-quality ingredients.
2.0 Marketing objectives
 The company aims at becoming the premier sandwich shop in the UK.
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 Create awareness among the students within the campus and off campus,
and the general public to visit the local shop or order online, with the proposal of
discounted rates for loyal customers.
 To break even within two years and become a profitable enterprise.
2.1 Key areas of success
 The firm is seeking to employ and adopt strict methods of financial controls as
this extremely vital for a retail sandwich establishment.
 Offer top-notch services and the highest sandwich quality.
 Develop strong marketing campaigns to ensure sufficient visibility.
2.2 PESTLE Analysis
Political – The Political factors can have an effect on the business. The effect can
be both positive as well as unfavorable for the business point of view. It is important
to track the changes that can occur to either safeguard them or take full utilisation of
the opportunities provided. The Sandwich business can be effected in case of there
is an increase in the taxation policy which further result in an increase in the cost and
decrease in the profitability (Bush, 2016). It is important for the organisation to look
at these changes and work accordingly for better results.
Economic – The economic factors are the market conditions, the economy of the
country, unemployment etc. The economic factors have a direct impact on the
demand for the products and services that are being offered therefore making it
important to analyse it. The food business is also affected by these factors as the
spending capacity of the customers in case of the recession in the economy whereas
if there is a boom in the economy there is also increase in the demand thus
increasing the profitability of the company.
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Social – The Social factors include the taste and trends, change in the fashion. The
food industry is highly affected by these factors. It is important for the organisation to
understand the need of the consumers. The company can try different ways and
types of taste to attract the customers. They can provide a wide variety of future but
it is essential to provide the customers a better taste and quality to increase the
publicity of the organisation. By analysing the social factors regular innovation must
be made in the sandwiches to maintain the demand.
Technological – The technological changes can be defined as the new innovation
and technologies that are being invented during the time and outdated the currently
available technologies for various reasons. The technological changes are important
to analyse as it can result in the outdated of the machines. The new technologies
can lead to better productivity and efficiency along with the decrease in the cost
resulting in an increase in the profitability of the company. The technology update
also provides an edge over the competitor and helps in maintaining the effective
price.
Legal – The legal factors include the changes in the law which can result in a
positive or negative impact on the business. The company is small therefore there
are not many legalities involved and with the ownership structure of sole
proprietorship, it is minimal. It is important that all the required legal liabilities are
fulfilled such as the filling of the shop name and business with the respective
authority. It can lead to various legalities such as the implication of penalty or fine
etc.
Environment – The environment factor can be called as the combination of all the
external factors that affect the business. It also includes the factors such as the
change in climatic condition, weather, pollution etc. The sandwich business is a food
industry which can be affected in case of there are some changes which makes it
difficult to acquire the ingredients that are required to make the sandwich
(Kokemuller, 2018).
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3.0 Market Analysis
3.1 Market Trends
We are in the era of the digital age where we’ve seen a rapid growth of the online
community, and the only way to be successful is creating your presence in the online
community. In fact, one of the easiest strategies for creating awareness among the
public as an expert and the professional business firm is by constantly blogging and
advertising about sandwiches. Similarly, a company can highly leverage on the
social media platforms like Twitter, Facebook, and Instagram, and other social
forums to publicize sandwich business (Lynn, J., & Entrepreneur Press., 2012, 65).
Opening a company website where clients can order online is also a better strategy.
We are committed to observing the market trends and ensuring that our delivery
system is very efficient to meet the demands of online customers.
3.2 Target market
The good thing about sandwiches is that it’s almost impossible to find people who do
not patronize them. In fact, we are designing our shop menu specifically to suit the
vegans and customers based on their preferences (Magazine, E., & Recorded
Books, Inc., 2012, 93). During our market research, we sample some ideas of the
expectations of the target market, and its location within the city is important in
meeting some these expectations. Some of our target markets include:
 Tourists
 Event planners
 Corporate organizations
 Vegetarians
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 Schools
 Households
 Business students
 Students
 Corporate executives
 Sportsmen and women
 Business people
3.21 Marketing strategies for each target market
The market strategy for target market related to the business person will be the
innovation with the sandwich that is being made. The innovation in the taste along
with the timely delivery will be the main strategy to attract the business people. The
Sandwich is the widely eaten food and innovation in it can provide a competitive
edge over the rivals that are available in the market and also attract the customers
(Business Queensland, 2018). The customers for the chosen market segment can
be addressed by various marketing strategies which include the distribution of the
pamphlet and providing an advertisement in magazines and newspapers as they are
highly read by the business people. It will help in catching the eye of the consumers.
It is important that they are attracted towards the shop and the sandwich that is
being prepared. The market strategy can help in providing the boost to the revenue
and sales which can further results in profitability. The magazines and newspapers
will help in covering a wide area and places as these are highly read by the business
persons.
It is important to give have some promotional activities but with proper and effective
way. It is not possible to provide the cash discount to increase the sales as it can
hamper the financial position and also the fund manager can be disturbed. There
can be various combo scheme placed which is much cheaper but able to increase
the productivity and demand in the market. The delivery can be kept cost-free at the
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starting as it is important that the consumers try the sandwich that is being served by
them. It can result in the building the taste and promotion of the shop (Guille, 2016).
The wider area is covered the better is sales and once the taste and sandwich get
recognition and appraisal the company can look forward to maintaining the price and
charging for delivery charges. There are no changes required in the marketing mix
which includes the product, price, place, and promotion. These 4 are important for
any business to establish and grow. The promotion is always required to reach the
consumers of the product and services that are being provided. The promotion is an
important tool to make people aware and reach the segment of the targeted market.
3.3 Market mix
Usually takes the form of the product; place; price; and promotion (Miller, S., 2014,
71)
3.31 Product
Our firm is majoring in making unique products in a number of ways including;
 Bringing variety in the line of the product i.e. arranging products as per event.
 Maintaining high product quality with strict adherence to safety and food
hygiene
 Using specific brand names for specific individual product
 Unique packaging of products for protective and attracting customers
3.32 Place
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We will use the following price strategies when pricing the products;
 The firm will provide a list of prices of the different sandwiches with unique
prices
 Offering discounts to clients who buy the product in bundle
 Giving allowances to suppliers so as to support trade promotion activities
3.33 Promotion
The firm will use promotional tools to achieve the goals and objectives such as;
 Increasing sales via sales promotions like discounts, product bundling, buy
three get one free etc.
 Use advertising tools like radios, TVs, print advertisements ie print media,
newspapers etc.
 Maintaining a healthy public relation with various groupings like the young
generation, ethnic groups, and older people by starting clubs for each group.
 Taking advantage of the sales force as well as using direct marketing tools to
increase sales i.e. home delivery services.
3.34 Place
This is a very significant marketing mix (Park, A. L., 2007, 55). The firm is very
careful of its location, and utilized the tool in the following ways;
 We are determined to maintain proper healthy relationships with the different
channels i.e. shoppers, suppliers, producers etc.
 We are very keen on choosing the location of shops to ensure that the place
has enough gathering for breakfast, lunch, dinner, or during leisure time.
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 We are making sure that we have a robust transport system to carry raw
materials to and from the shop, as well as delivering sandwiches to the desired
places on time.
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4.0 Launch Event
The launch event is the eye catcher for the newly established business. It is
important to hold the event as good as possible as it also leads to further
advertisement and publicity. This leads to increase in the demand and sales. The
launch event for the shop will be a huge opening by the celebrity guest depending
upon the fees that will be charged by the famous persons. The crowd can be
gathered on weekends and there is not much rush during the working days in the
shops. The new opening will make the consumers to try the sandwich and also to
become regular if the taste is preferred by them. The opening will be conducted in
the evening with a proper meal to the guests and shops special sandwich so that
they are aware of the taste that is being provided. It is important for the people to
know the location of the shop and launching of the event at offsite while lead to extra
cost involvement of the place, therefore, the launching event will take place on the
site. This will also provide an advertisement in the area where the shop is
established and make people aware of the shop.
The business objective of the customer service will be achieved by involving an
opening ceremony and the food system. There is involvement of the advertisement
of the newly established business but the impact of the celebrity opening and
gathering will have more impact than using various advertisement techniques that
might not be much useful. The fund managers will be effective due to onsite opening
and also on the weekends thus help in recovering the cost. The people will be the
people residing near the shops which are youths and working along with the friends
and other stores near the shop to increase the publicity. The numbers will be around
50-60 as it is important to also look at the cost that is being involved in the meal and
sandwiches provided and the general expenses. The youths and working are more
towards eating these sandwiches and another outside eatery. This will help in
making the customer base for the sandwich shop and regular customers.
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4.1 Budgeting
Setting up business, we determine the amount will be slightly higher as a result of
the approach we intend to undertake. We decided to go big, and for that reason, we
will have to rent a place. Subsequently, we understand that we need sufficient capital
to ensure employees are paid well and provide conducive facility for workers to be
productive and creative (Sutherland, J., 2009, 140). Below is a summary budget.
Launch event Expenses Estimated budget
1  Celebrity Fees £1250
2  Meal Expenses £3000
3  Sound and Lighting expenses £500
4  Decoration and Invitation £1000
5  Advertisement Expenses £500
6  Miscellaneous expenses £250
Total budget estimated = £6500
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5.0 Business Decision Making
Operational business decision – The company must look forward to keeping the
operation of the organisation strong and effective as in case of the food business it is
the customer service which helps in maintaining the customer and increasing the
sales. The operational business decision making includes the decision making
related to the day to day business. One of the important decisions for the operational
business is the assigning of the duties (Bass, 2018). The assigning of duties is
important for the organisation so that the accountability and responsibility can be set
to the particular person and can be questioned in case of any problem or execution
of the decisions. The performance of the individual can be managed by the setting
the responsibility. The capabilities of each individual can be determined and
preventive measures can be taken in order to make it better in case performance is
not up to the mark. The proper allocation helps to facilitate the decision making in
day to day business (Patrick, 2018). It also facilitates the control and coordination
among the various departments as everyone is aware of the duties and
responsibilities of each personnel.
Tactical business decision – Tactical business are decisions that are being carried
out by the middle managers which facilitate the communication between the
functional level and top management level. The tactical business decision making
would be gathering information regarding the trend and taste of the customers along
with the feedback. It is focused on the present factors that are surrounding the
organisation. The major purpose of the tactical decision making is to provide the
information for the formulation of the plans and policies by the top management
(Gleeson, 2018). The decision regarding the gathering of information of taste and
trend and will help the management to make the policies accordingly that can lead to
the achievement of results along with the growth and development. The
management will be able to know about the taste that is being preferred by the
consumers and work accordingly. This also helps in proper allocation of the funds
and taking of the effective decisions by the information provided. The shop can use
this in increasing the sales and also in developing new types and flavors in the
Sandwich.
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Strategic Business decision – The Strategic business decision are made by the
top management of the organisation due to complexity in the decision making. The
decisions are regarding the long-term growth and development. The strategic
decision that would be taken to the shop would be to increase the sales of the
organisation. The shop is newly established with the various competitors in the
markets it is important to focus on increasing the demand and sales of the sandwich
to survive. Increase in sales will result in the profitability and growth (Gleeson, 2018).
It is important to recover the cost at the initial stage even if the profit is not earned
but in the long run, the sales is a critical factor which needs to be focused. At initial it
is important to recover the cost that is being incurred and further in the strategic
decision will be beneficial to earn the profits. It can also help in the further expansion
of the shop chain in the long term.
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6.0
Supply chain
The element of the
supply chain
How is this going to be
addressed in the
business
Why is this the correct
way to operate?
Suppliers of Bread
The correct way of it is to
analyse the demand for
the sandwich and keep an
adequate amount of
bread to fulfill the needs
of the consumers. The
bread is the perishable
goods, therefore, it is
important that not much
stock is there but readily
available when required
or may lead to losses as it
gets expired after some
time. The organisation
can keep the supplier
from the local market that
the stock can be easily
available and brought at
the time of need.
It is the correct way to
operate as the bread
cannot be stored it will get
expired after some time. It
is the adequate method
as it will help in
maintaining the cost and
also safeguard from the
overhead cost of the
perishable goods. The
Bread is the main
component for the
preparation of the bread,
therefore, it is also
important that there is
supplier which can
provide the bread on time
as and when required
which is possible through
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the local market.
Supplier
There will be a regular
reconciliation of the
accounts with the supplier
so that everyone is on the
same page and relations
are maintained.
This is the best as it will
be beneficial for both the
supplier and the
company. It will lead to
better management of the
funds and the payments
made to the suppliers.
Consumer
The company is engaged
in the food business,
therefore, the way to
address them can be
possible through
feedback forms that can
be filled by the consumers
and the services and
products can be made
better. The company can
also ask for the
experience on the basis
of the questionnaire to
analyse the trend and
consumer behavior.
It is the best way to
ensure that the customers
are satisfied. It is
important that the
consumers have the bond
with the shop and are
able to share each and
every experience they
had. It is also better for
the organisation as it will
help to improve the
services and products
that are being provided
which improve the
demand and sales of the
company. It helps in
retaining the customers
and also making an
goodwill.
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7.0 Recommendation
The future of our sandwich business squarely lies in the hands of our expected loyal
customers, and for that reason, a special caution in the manner in which they are
handled is very important. Similarly, the competence and capacity of our employees
should not be ignored as well because of the strategy and invest in very crucial to
the business structure. These factors are very necessary if the business is to in the
food industry because where they are missing we will be forced out business (Solie-
Johnson, K., 2003, 125).
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8.0 References
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to setting up your own successful business.
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 Sutherland, J., 2009. Start and run a sandwich and coffee shop. Oxford: How
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