Roehampton University: Nutri-Chef - A Healthy Food Stall Business Plan

This document outlines a business plan for a healthy food stall named "Nutri-Chef," targeting students at Roehampton University. The plan details the business idea, emphasizing the provision of nutritious food options as an alternative to unhealthy junk food. It includes a competitor analysis, highlighting major players like KFC and McDonald's, and sets objectives such as introducing new healthy products and achieving profitability within the first six months. The ownership structure is proposed as a partnership to share resources and risks. A PESTLE analysis assesses the external environment, considering political, economic, social, technological, environmental, and legal factors. The plan also describes a launch event at the university to attract customers, along with a budget breakdown for the event.

Business Essential

Table of Contents
Introduction...................................................................................................................3
Task 1...........................................................................................................................4
Task 2...........................................................................................................................8
Task 3.........................................................................................................................11
Conclusion..................................................................................................................12
Reference list..............................................................................................................13

Introduction
In the present scenario, due to the busy and hectic schedule, students in modern
generation are facing the dilemma for managing a healthy life style and a healthy
living includes proper healthy diet. The proposed business plan is aimed at solving
the dilemma by introducing a small food stall, which would chiefly include healthy
food products with high nutritional values. The food stall would be made on the
campus premises of an educational institution. The organisation would be named as
Nutri-Chef as the main purpose of this company would be introducing healthy food
products. The following provides a brief outline of the business plan for this new start
up.

Task 1
Part A
Business idea overview:
“Nutri-Chef” venture would be beneficial for several reasons for the targeted
customers and the business as well. This organisation is beneficial to a considerable
extent for the students as this would replace their regular unhealthy food habits. It is
observed that the students get more inclined towards consuming wrong diet and junk
foods which is not only harmful for their physical wellness but also harmful for mental
growth. Students belong to such demographic segment that requires more attention
and care towards health and wellbeing and their every day diet must include
nutritious and health foods. The company would be able to serve this purpose. It
would also be able to easily draw attention of the consumers as the food products
are going to be a fine amalgamation of taste and health.
This is different to many extents from the existing multinational food and beverage
organisations that are highly appreciated by the teenagers and young adults. The
food and beverage company is already bulging with a huge number of innovative
products. This industry is highly competitive due to the high number of participants in
this industry. Therefore, this new organisation needs to ensure that, it is able to
deliver something different from the rest of the competitors. The inclusion of the
healthy food ingredients would do this task. It is observed that, most of the popular
organisations in this industry focus on producing such products chiefly aiming at
relishing the taste buds and ignoring health values.
For example a single KFC burger include nearly 400 calories, 900mg of sodium, and
25g of fatty acids, and this can become a major reason of severe health
complications, these products are sometimes kept in a very unhealthy manner. A
BBC initiative has identified the presence of highly contagious health hazards like
faecal coliforms present in the samples of Mc Donald’s, Burger King and KFC
(Chapman, 2018).

The products of the new company would be devoid of such issues and it is going to
chiefly emphasise on maintaining the food quality and hygiene, integrating the use of
higher technology and ensuring higher nutritious food elements, rich in protein and
carbohydrate. This company, “Nutri-Chef” would bridge the gap between the two and
would be an aid to the student segment as they hardly get time for considering
health issues and are more inclined towards junk foods.
However, from the market analysis, it has been observed that, the company is going
to face a hard competition from the beginning stage as there are a huge number of
food and beverage organisations that already have a strong foot hold on the market
of this industry. The existing fast food giants like Mc Donald’s and KFC are going to
be the top competitors of the company, while the new emerging companies and local
fast-food and junk food sellers can also pose as potential competitors of the
company. The new start up firms like GourmetOrigins.com, Shopwave, WaltyChef,
and some others can add to more to this competitive scenario (London Startups List.
2018).
The potential competitors of the company and the reason for considering them so,
are described in the following table:
Competitor Reason for considering them as potential
competitors
KFC Wold wide known company with a strong
customer base which mostly includes
teenagers and young adults
Starbuck Giant corporation with nearly 44.23 billion
U.S dollar brand Value (Starbucks Coffee
Company, 2018)
Mc Donald’s This company was the most valuable food
brand in the global market. It has a
remarkable brand value as high as 97.7
billion U.S dollars (Mcdonalds.com, 2018).
GourmetOrigins.com, Shopwave,
WaltyChef
These are new start ups flourishing
significantly in a faster pace in the market of
London. The innovative ideas introduced by

these organisations, make them highly
potential competitors.
Table 1: Competitor Analysis
(Source: Created by author)

Part B:
Business objectives and Ownership:
Objectives:
The new company, “Nutri-Chef” would chiefly aim at fulfilling some objectives at the
beginning stage. These objectives would help the company to overcome the struggle
at the beginning phase of the company and to have a successful penetration in to
the designated market and industry. The objectives are as follows:
 To introduce new kinds of food products for the targeted market segment
 To chiefly focus on developing such food products that would ensure good
health while maintaining the taste factor
 To increase awareness of the product among the targeted segment, this
initially would be the University students
 To ensure profit at the first phase of its development
 To gain a minimum of 10 percent profit within the first 6 months after its
expansion
The new company would have to consider the competitors and the factors that are
making them top competitors. The existing giants, like KFC, MC Donald’s have a
strong customer base and brand reputation, while the new entities are characterised
by highly innovative products. However, this company would mainly focus on
providing healthy products that are also enriched in taste. The amalgamation of
these two features in food products is rare and this would make the company unique
from others and help it gain a strong customer base.
Ownership
The company would prefer partnership as its business ownership as this would help
the company avoid complications regarding financial and other resources.
Investments would be shared equally by the two partner owners. This would also
benefit “Nutri-Chef” in several other ways. For example, the risk and loss would be
shared equally by the partners. The knowledge of the partner organisation would

also be beneficial for boosting up the performance at the initial stage of the
company.
Task 2
External Environment analysis:
It is essential to have a brief outline of the market scenario where the company is
going to start its venture. The following PESTLE analysis would provide a clear
understanding of the external environment of the company.
Political Technological
 The political scenario is
favourable for the company as
the UK government quite
supportive towards start ups and
new business ventures. It
provides several types of loans
like Start Up Loan starting from
£500 up to £25,000, to the
organisations and has several
types of advisory bodies like
AD:VENTURE - Leeds City
Region for supporting the
ventures (Gov.uk, 2018).
 The Department for Business,
Energy & Industrial Strategy
takes significant steps for helping
the growing of new start-ups and
for finalising their dreams.
 However, some political events
like Brexit may have a little
impact on the profitability of the
company. After the decision of
 Technological advancement would
enable the company to adapt
higher technologies for making the
process faster and cost effective.
 In case of future expansion,
technology would help it manage
supply chain and communication
among its different functions
(Jussila et al., 2014).
 The organisation must also cease
the bliss of digital technology for
its promotional and marketing
purpose. For example, it may
create a page in social media sites
like Facebook where it would
describe the features and benefits
of its products and would invite the
students of the university to visit it.
This social media page would also
enable the company to gather
feedbacks of the consumers and
amend products.

Brexit, consumer confidence has
lowered significantly (Freedman,
2017). This may have a little
impact on gaining potential
customers.
Economic Legal
 UK has a GDP of nearly GBP
1865.41 billion in 2016. It has a
rising economic graph with a
highly optimistic economic
scenario. The economic stability
of the nations would help the
company to have a sustainable
growth.
 The economic stability of this
nation also indicates a fair
income of the consumers and
high per capital income.
Therefore, the company would be
able to have such consumers
who have high spending
capacity.
 While economic growth is
beneficial for the company,
factors like inflation, stagflation,
and other economic problems
may result into the lost of
profitability of the company.
 The company would have to
comply with several rules and
regulations that are going to have
significant influence on the
company.
 The company would have to
oblige by several employment
regulations like Employment Act
2010, The Health and Safety at
Work etc Act 1974 and some
others (Besley, 2015).
 Environmental concerns are
increasing significantly and for this
reason, the company would have
to consider several employment
acts.
 The company would have to
company with Companies Act,
Data Protection Act and others
(Fernandez-Feijoo et al., 2014).
 Legal policies chiefly export,
import policies would impact on
the company. it would become
more prominent in the case of
cross border business
Social Environmental

 The demographic factor is
definitely going to make
significant impact on the
company as it would chiefly aim
at the wellbeing of a particular
demographic section that the
teenagers and young adults.
 It is expected that the products
would be highly beneficial for the
targeted social segment and
would work for the overall
development of wellbeing and
health of the young people and
college goers
 The company would not use such
plants or animal who are at the
brink of extinction, for the purpose
of preparing its products
 It would strictly omit the use of
such elements that may result into
creating serious environmental
degradation
 It would encourage students to
reduce the use of paper foil as the
production of paper product are
major reason for deforestation
 It would also recycle its non
organic waste materials and would
encourage students and
consumers for reducing food
waste
Table 2: PESTLE analysis
(Source: Created By Author)

Task 3
Part A
Defining your Launch Event
The company would organise launch event at the university premises. This is chiefly
aimed at gaining attention of the targeted customers mainly the students. The
students would be invited for participating in this launch event. Along with that some
of the faulty and members of college administration would be invited. The launch
event would not include any celebrities as this would require additional cost.
The details of the event are as follows:
Venue: College Premises University of Roehampton
Timing: 2.30 to 4.30
Date: 1st December 2018
Justification
In the launch event the participants would be provided with some refreshments and
foods, all from the company itself. With this launch project, the company would be
able to introduce its products to the students. It would also provide leaflets to the
invitees. The leaflets would include descriptions of the food products, the ingredients
and the nutritious value of each of them. It would also include the price of the items.
Thus the launch event would help the company to grab the attention of the
customers and provide them a brief outline of the products of the company.

Part B: Producing a budget
Event plan
Categories Costs Note
Food items 900 The foods items would be
the samples of the foods
products that “Nutri-Chef”
is going to introduce itself.
Venue booking 40 The venue is the premises
of the University
Catering 45 Local catering agent would
be hired for this purpose
Leaflet making and printing 48 Leaflet would descriptions
of food item
Human resource cost 90 This would include
payments for the cooks
and others who helped to
finalise this event
Total 1123
Table:3: Budget
(Source: Created by author)
Conclusion
The above project successfully outlines the business plan for the new organisation
Nutri-Chef. This company would stand apart from the other companies in terms of
product feature as this would include some highly nutritious and testily foods. From
the analysis, it is observed that the external environment can either facilitate or affect
the profitability of the company. The project also documents a brief budget for
conducting a launch event.