Opening Top In Town Restaurant: A Brisbane, Australia Business Plan

This business plan outlines the strategy for launching the "Top In Town" restaurant in Brisbane, Australia. The plan includes an executive summary, details on the business structure, terms of reference, market analysis, and competitor analysis. It presents financial projections, including start-up costs, balance sheets, and profitability forecasts, alongside a SWOT analysis, risk management strategies, and legal considerations. The plan emphasizes a focus on quality food and beverage offerings, cost leadership, and product differentiation to attract a target market of young people and couples. The document also includes an action plan and a Gantt chart to outline the implementation steps and timelines for the restaurant's launch and operation. The plan aims for a 10% market share, emphasizing the importance of technology and experienced staff for success. The plan also includes details on the mission, vision, and milestones for the business.

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[Your Name]
[Title of the business]
[Business Name-: Top In Town]
[Opening a new restaurant in Brisbane, Australia by the name]
ABN: [ABN]
ACN: [ACN]
[Top IN Town]
Business Plan for new restaurant

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Table of Contents
Executive Summary........................................................................................3
The Business................................................................................................................. 3
Terms of Reference........................................................................................5
Background/Findings............................................................................................6
The Finances.............................................................................................................. 6
Registration details............................................................................................... 7
Mission and Vision Statements.....................................................................10
Procedure and methodology...................................................................................11
Competitors analysis...........................................................................................12
SMART (Top In Town’s Objective)...........................................................................14
Research and Findings –...............................................................................16
Risk Management.................................................................................................17
Legal considerations.............................................................................................17
The Market.................................................................................................................. 18
Market research................................................................................................... 18
Target market...................................................................................................... 19
Recommendation.........................................................................................20
Conclusion................................................................................................... 20
References.................................................................................................. 22
Appendix..................................................................................................... 24
S.W.O.T. analysis..................................................................................................... 24
Stakeholder Analysis....................................................................................26
Financial analysis..................................................................................................... 27
Action plan............................................................................................................... 28
Gantt chart.............................................................................................................. 29
Start-up Cost Breakdown.........................................................................................29
1st year Balance Sheet............................................................................................ 30
3year balance sheet projection................................................................................31
Payback period........................................................................................................ 33
Return on capital employed.....................................................................................34

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Executive Summary
With ramified growing economic of the Australia, restaurant business has been
gaining momentum throughout the time. In order to start up new restaurant in Brisbane,
Australia, promoters needs to make feasible business plan regarding whether the starting up
new business will be beneficial for them or not. The new restaurant in Brisbane, Australia
named Top In Town will be opened with a view to offer quality food and beverage to clients
at affordable price. The Top In Town will focus on developing the core competency in cost
leadership and product differentiations strategy to win over the market and compete with the
existing strong rivals in Australian restaurant market. The Food and beverage industry has
been gaining momentum throughout the time and accounted for AUD $ 127.4 billion which
is consistently increasing by 3.5% growth rate. Nonetheless, due to the inclination of the
clients in Australia, Top In Town has focused on providing the high quality food and
beverage to its clients to grasp more market share. The return on investment of Top In Town
would be 37% and it is increasing throughout the time. The strengthen brand image of
company on international level will easily allow it to grab more market share in Australia. In
addition to this, the initial investment of Top In Town restaurant will also be covered within
1.12 year. It will be beneficial for the organization to start up its new restaurant business in
Australia.
The Business
Business name: Top In Town.
Business Structure- Private Company
ABN: AU 363737
ACN: AU 363737
Business location: Brisbane, Australia
Date established: 1 JULY 2018
Business owner(s): MR YSE, Ms, THG, MRs, JGH and other stakeholders.

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All the business owners are executive directors and have good amount of experience in food
and beverage industry.

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Terms of Reference
The Top In Town business is incorporated with a view to satisfy the clients and create
value on the invested capital. This report will focus upon the internal and external factors
which might impact the success of the newly set up Top In town Restaurant. It is analyzed
that the main purpose of this report is to analysis the feasibility of the newly started Top In
Town business which will assist in determining the challenging factors and opportunity
which might be faced by the promoters. It will also assist in identifying the competitors
offering in market which needs to be override by Top In Town to create core competency in
market. This report has been accompanied with the SWOT analysis, Market research and
implemented risk strategic plan which will assist organization to strengthen the overall
outcomes and identify the administration expenses and future business outcomes of
organization. It will also explicate the details on the existing and future trends of the clients
in context with the restaurant offering in market. The online business model based on the
cyber computing system in Top In Town business will be useful to grab more market share
and strengthen the market share in long run. The main reason of this report is to identify the
initial costing of the setting up new business and operating expenses which needs to be
incurred by Promoters for operating the business. In addition to this, risk, opportunity and
market research will also help researchers to collect the required data to offer international
dishes of food and beverage offering in market which will strength the core competency of
company and also strengthen the overall client’s satisfaction. The target market segment
specified youth and couples will be main focused areas for the increasing turnover of Top In
Town Business. This business research report also emphasises upon the feasibility of the
restaurant in Australia, changing prices of the offered food and services, analysing the
climate changes and other factors which might help managers to customize the offered food
and beverage products in Australia market. The logistic and supply chain management will
also be analyzed through this report which needs to be undertaken by the management of Top
In town while starting up this restaurant in Australia. It will not only provide the sustainable
supply of the required goods but also helps in developing the cost leadership strategy in
market. There are several stakeholders for this report such as business managers, promoters,
shareholders, venture capitalist, banks and financial institutions who provide loan and capital
to company. In addition to this, required technologies such as machines, POS technology and
cleaning items in restaurants will also be identified which company needs to manage for

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starting up new Top In Town Business. It will also help in identifying the business
incorporating cost and required expenses which would be required for operating the Top in
Town Business. The main objective of this report is to evaluate the feasibility of newly set
up restaurant business and how company could use its strategic planning to strengthen the
overall business outcomes in effective manner. It will also help in determining the overall
outcomes
Background/Findings
Products/services:
Top In Town would focuses on providing the high quality food and beverage by adopting the
advance technologies in its restaurants to its clients to grasp more market share as people in
Australia are more inclined towards the restaurants which are offering quality foods with the
implementation of advance technologies.
Target market:
This Top In Town has focused on not only to sold food products but also serve by using the
advance means to strengthen the client’s satisfaction. The main objective of Company is to
attract young and college going students as they are more inclined towards the sophisticated
restaurants for the social gathering and meeting (Wei, Samiee,. and Lee, 2014).
Marketing strategy:
Top In Town will firstly research the competitors first before entering into market. It will
also develop core competency in cost leadership and product differentiations strategy to win
over the market and compete with the existing strong rivals in Australian restaurant market. It
will offer huge discount and offers to first 500 customers to attract more clients.
Goals/object:
It has goal to customize it’s all dishes customized as per the client’s need and demand.
The Finances
In the starting year, business would have profit of AUD $ 355500. It will require initial cost
of AUD $ 9, 64,500 for installing the food machines and other peripherals and lease costing.

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The administration cost would be incurred on yearly. All the funds and capital will be
invested by promoters and rest will be raised by using the debt funding (Solomon, 2014).
Product details of company
Top In Town would offer all types of food and beverage product to clients.
Registration details
Business structure: Private limited Company
GST: It would be paid differently as per the Australian GST rules.
Domain names: Top In Town
Licenses & permits: Goods licenses, restaurant dealing license, Transport licenses
Business location:
The Top In Town will open up its business in Brisbane, Australia which would be
near to the crowded place near to city in Brisbane, Australia.
Buy/lease:
Some of the food machines would be on lease and plants and machinery which is low
in cost would be purchased by company (Siguaw, and Simpson, 2015).
Organisation chart

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Figure 1: Example Organisation Chart.
Required staff members in Top In Town
Job Title Quantity Expected
staff
turnover
Skills necessary Date required
Sales Man 2 3 years Completed graduation 2nd October,
2018
Accountant 3 3 years Completed graduation and
having experience in
accounts.
2nd October,
2018

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Job Title Quantity Expected
staff
turnover
Skills necessary Date required
Production
manager
[1] [2-5years] All necessary skills in
Food and beverage
departments and clients
support.
31 June 2018
Operational
manager
[1] [2-7 years] Accounting and financial
information
1july 2018
Recruitment options
It is required to set up the online cyber computing system and use of advertisement and
newspaper which could be used to attract more clients by increasing the visibility of the
restaurant (Schmidt, Spann, and Zeithammer, 2014).
Products/services
Product/Service Description Price
Restaurant offer
packages
Dinner or lunch AUD $ 10 and more
Online package Food and beverage combo AUD $ 10 and more
Market position:
The market position of Top In Town in the starting would be weak but with the increasing
business sustainability in market, it would highly attract the clients with its cost leadership
and product differentiation strategy (Flannery, 2016).

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USP (Unique Selling Price)
Top In Town has highly experience staff members and by using the advance technologies and
system process it would easily attract more clients in market. It would customized the price of
its all the food and beverage products as per the client’s budget (Grant, 2016.).
Mission and Vision Statements
The mission statement of company focuses on the providing the best quality food and
beverage services to clients at affordable price. The Top In Town will focus on developing
the core competency in cost leadership and product differentiations strategy to win over the
market (Rashid, and Ghose, 2015.).
Mission statement of Top In Town
The main mission of company is to grab at least 10% market share in Australia by offering
the best quality food and beverage products and services through the set restaurants.
Vision statement of Top In Town
The vision of company is to provide the best quality food and beverage services to clients at
affordable price and set up strong brand image in market.
Milestones of the vision and mission statement
Sustainability milestone Target Target year
Profitability Keep at least
AUD $ 3,00,000
profit
2019
Turnover Keeping it to AUD
$ 10,00,000
2020

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Sustainability milestone Target Target year
Employees and staff strength 20 employees
including 1 x
Manager; 2 x
Sales negotiators;
1 x secretary
2020
Procedure and methodology
The main objective of this report is to analysis all the related internal and external
factors which might positively and negatively impact the business growth and undertaken
strategic program of organization. The research methodology could be defined as set of
process and methods adopted by the researches to gain the pertinent information of the
market (Fernandes, Ferreira, and Moura, 2016). This research method also helps in
identifying the GDP rate of Australia, purchasing power of clients, values, belief and choices
of the clients (Jordan, 2014). It will not only assist management of Tip In Town to strengthen
the market share but also result to customization in the offered food and products services in
market. The secondary research methods are followed to gather the imperative information
about the market and how Top In town could win over the existing rivals while operating its
restaurant business. The secondary data is collect to gather the imperative information from
the different sources. It uses the journal articles, books, web information and other official
gazettes which could be used by company to strengthen its strategic planning (Mohd, Idris,
and Momani, 2013). Furthermore, research philosophy would be undertaken to present the
nature of the research, practise, values of the client and what they expect from the newly set
up Top In Town restaurants in business. In opposite tot that, Interpretivist philosophy would
be used to divulged the subjectivism, values and reach to the fact that how company could
win over the rivals and trust of the clients for its sustainable business practice. The inductive
research theories also used in relation to deductive research escalations and hypothesis set in
this report which will help managers of Top In Town to analysis the feasibility, growth rate
and changes in the internal and external factors. Company also needs to analysis the rivals
offering in the market and how it could analysis the market factors and rivals offering which

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may negatively impact the promoted strategies and strategic planning in market (Mwangi,
and Murigu, 2015).
Competitors analysis
Affecting
factors
Business
activities Strength Weakness Competitor
A
Competitor
B
Importance of
Customer
Products
Restaurant
Food and
beverage
Unique less
costly
products at
least cost
High
investment
and
consistent
payment
Burger King McDonald
and other
small
restaurants
Customisation
of offered food
and beverage
products.
Price AUD $ 7 to
AUD $ 19
Average
price
Higher
costing
$10- $ 14 $10- $ 14 Installing cyber
system.
Quality
High quality Customized
products
and
services
College
going client
and focused
oriented
products
Highly IT
expert
employees
Corporative
employees
Influenced
organizational
culture.
Service
High quality High client
orientation
offer
Low
business
outcomes
Highly paid
experts
Coordination
in work
process
Influenced by
the employees
Reliability High quality Customized
products
and
services
College
going client
and focused
oriented
Burger king Corporative
employees
Influenced
organizational
culture.