Sam's Restaurant: Market Analysis and Business Development Report

This report provides an executive summary of Sam's Restaurant, a new entrepreneurial venture focusing on delivering quality vegan food services in the UK. It covers market analysis using PESTLE, competitor analysis, and unique selling propositions. The report details market offerings, operational plans, risk and contingency plans, sales and marketing strategies, financial plans, and the management team's capabilities. It emphasizes the restaurant's focus on vegan, gluten-free, organic, and chemical-free ingredients to cater to the health-conscious market. The operational plan includes setting goals, planning a budget, and creating a reporting system. The financial section includes a strategic budget and cost-benefit analysis, while the sales and marketing strategy focuses on online ordering and home delivery to reach a wider customer base. The report also addresses potential risks and contingency plans, concluding with an overview of the business's potential for success in the competitive UK food market.

ENREPRENEURSHIP

EXECUTIVE SUMMARY
This report delivers the information about the entrepreneurial ventures and new business
development. Entrepreneurship is an activity of developing new business ideas and strategies in
order to accomplish determined objectives. In the context of Sam’s Restaurant which is a new
business delivering quality food services to its targeted customers in UK. It delivers food
services at the doorsteps of the customers. This report covers the different market analysis,
competitor’s analysis, financial strategies, the market offerings, sales and marketing plan and
other to accomplish the determined set of objectives. The entrepreneurial business develops these
strategies which helps to develops effective market offering and meet the market demand which
further render business stability.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Market analysis............................................................................................................................4
Market offerings description........................................................................................................5
USP and competitor analysis.......................................................................................................6
Operational plan...........................................................................................................................7
Risk and Contingency plans........................................................................................................9
Sales and marketing strategy.....................................................................................................10
Finance and funding plans.........................................................................................................11
Management team – justifying your ability to lead and manage this venture...........................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Entrepreneurship is an activity that involves making the idea into new business
developments. An Entrepreneur is a person who generates the idea of new business and
strategize it for development of the new business (Berger and et.al., 2019). An entrepreneur
generates some innovative ideas that are new in the market and easily attracts the attention of the
segmented customers. Entrepreneurship starts as small business starts up which involves
investments to finance the business function and later after ads the business grows the business’s
financial capabilities tends to grows (Blundel, Lockett and Wang, 2017). This report is in the
context of new entrepreneurial business called as “Sam’s restaurant” which is a new business
startup based in London, UK. In accordance to the new business idea, the business strategies to
sell vegan products and organic ingredients to deliver quality food to the customers. In context of
Sam Food Restaurants this report covers the market analysis of the business, market offerings
which it is going to deliver, USP and competitor analysis, the operational plan involved, risk and
contingency plan, sales and marketing plan, financial plans and internal management strategies.
MAIN BODY
Market analysis
Market analysis is important to defines the trends, market demand of the determined
market in order to develop effective market offerings to the set of targeted market. In order to
support the market analysis, Pestle analysis is being conducted to evaluate the market place and
implement the set of effectives strategies. These are discussed below:
P-Political factors: Sam’s Restaurant complies with all the legal policies and legislations by the
UK government for operating the entrepreneurial businesses to run the business in the most
ethical manner. BREXIT, has impacted with the business by increased taxes on raw materials,
distribution challenges to the company (Bylund and McCaffrey, 2017). Due, to COVID-19 the
business is unable to get hype in sales and profit figures.
E-Economic factors: Due to BREXIT, the value of pound has decreased which have led to
increased prices of acquiring ram material and operating business in UK. With COVID-19,
pandemic the business is facing issues by fluctuation in the sales and profitability.

S-Social factors: Sam’s Restaurant follows and fulfils the cultural and social values of its
targeted customers. With high living standards in UK and healthy lifestyle patterns in UK, Sam’
Restaurant offers food products which are gluten free, chemical free, organic and 100% vegan in
nature which further helps the business to develops the social image and goodwill in the market
place.
T-Technological factors: Sam’s Restaurant uses latest technologies in order to bring
efficiencies in business functions and stay updated as per the market demand. Technologies such
as cloud based technology and customer relationship management software that helps the
business to store all ate relevant consumer and business data (Frederick, O'Connorand Kuratko,
2018). Sam’s Restaurant also develops online website wherein; customers can order food online
without the physically visiting to the outlets and the company delivers the ordered food at the
doorsteps of the customers.
L-Legal factors:Sam’s Restaurant complies with all the legal factors framed by the government
of UK, which involves right from developing the products and services, marketing, financing,
internal management and other business functions that in order to conduct the business function
in the ethical and legal manner.
E-Environmental factors:Sam’s Restaurant conducts the business function in manner that
addresses the environmentalconcerns of the develops measures to protect the environmental
concerns. These measures involve digital payments, recycling waste and of plastic bags and
others to develop the corporate image of the business in the marketplace.
Market offerings description
Sam’s Restaurant develops the market offerings which involves food services to ten
targeted customers. It delivers quality food services to the targeted customers wherein the
business uses vegan products, gluten free, organic and chemical free ingredients in order to
improve the food quality. It is multi cuisine startup restaurant that promises to deliver the quality
food at best prices. The business uses paper cups and plates to serve the food to the customers
that shows ecofriendly measures including in the market offerings delivers. The company comes
up with own home made ice-cream and coffee, wherein the customers can experience the real
and natural taste of the coffee and ice cream at the restaurant. Sam’s restaurant delivers all these
offerings of the customers at affordable ranges (Maritzand Donovan, 2015). Customers from

different parts of UK, who want to avoid visiting to the physical outlets due to COVID-19.
Sam’s restaurants deliver the food services to the customers as they can order to desired food
from the online website of company and the restaurant delivers the food to the ordered customers
at the doorsteps, which furthers helps the company to deliver services to the customers
irrespective of the location and makes targeted customers access the services irrespective of the
location they reside. Sam’s restaurant promises to deliver quality food services that fulfils the
high loving standards and healthy lifestyle patterns of the people in UK. These marketing
approaches helps the business to deliver best out of the offerings and grab the attention of the
targeted customers that furthers helps the business to accomplish the targeted market share and
profit goals.
USP and competitor analysis
The Unique Selling Proposition of Sam Restaurant is that they serve Vegan foods with
gluten free, organic and chemical free ingredients. The main aim of the restaurant is to serve the
best quality food to their customers so that they can gain loyalty of people towards brand. The
Organization also offers homemade ice creams for their customers so that they can experience
the sweet that is just like we eat at home. By offering vegan foods it makes restaurant different
than its competitors as in UK more than restaurants serve non vegetarian meal to people. In UK,
there are most of the people who love to eat Vegetarian food as comparison to non-vegetarian
food. So by offering vegan meal they can target the people who like to have a vegetarian food in
respect of Non-vegan food. The USP of Sam restaurant defines why their items are better and
different from its competing alternatives. With the help of unique selling proposition, the
restaurant makes clear differentiation of its products which helps in increasing profit and sales.
Generally, people get attracted with the food which is different from other firms and serves best
quality product at affordable price.
There are various competitors of Sam restaurant in London which can create an impact
on its performance, growth and profitability. Few Competitors are Village Eat Inn, Unity Diner,
Beza, 222 Vegan Cuisine and many others (Lee, 2021). It is important to notice each steps and
action taken by Competitors as it influences the decision making of business. For example, Beza
and Sam restaurant are competitors offering same products to its customers, if Beza has
implement a strategy by offering a discount on its food for limited time, it creates a huge impact

on Sam restaurant business so, they must also look out the strategy which helps in increases the
sales and compete with Beza efficiently and effectively. The Strategy which Sam restaurant can
use to compete with Beza could be offering one item for free on meal which is purchased by
customers; this strategy attracts more and more number of people and influences them to have a
food in restaurant. To remain competitive in Market, it is necessary to identify and analyze the
strength and weakness of Competitors (Fenton, Gallagher and Heinze, 2019).
Operational plan
With the help of operational plan, Sam restaurant can make a plan by defining functions
and activities of department that helps in contributing to achieve its goals and objectives. By
operational plan, employees and managers can know about their roles and duties which they
have to perform in restaurant. To create an operational planning, Sam restaurant have to follow
the steps-
Plot Operational Plan
The Operational plan starts when an organization has any purpose to achieve. The
restaurant must visualize the primary features of plan including staffing needs, required tasks
goals and management process as it helps in maintaining and managing the business activities
effectively and efficiently through which restaurant can achieve its desired goals (Fernando,
2019).
Set Goals
When restaurant has visualized its plan, they identify the goals which they want to
achieve in future. The Goal of Sam restaurant is to increase customer base and gain competitive
advantage in Market. The goals can be achieved by proper planning and making s strategy that
stand out different from its competitors and can beat their products. Sam restaurant have to put
more emphasis on their products quality and price which can make them unique from its
competitors. By adding some innovative food items in their menu, restaurant can attract more
customers which can increase the customer base.
Plan Budget

After identifying the goals, Sam restaurant have to plan the necessary budget for covering
all the tasks and activities which am anger and employee will perform to achieve the goals. The
Budget must include the activities which are required to promote the business and other expenses
which incurred while conducting the business activities.
Strategic budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 55000 33900 33700 20900 20100
Investment 15000 22000 15700 13000
Total 55000 48900 35700 36600 33100
Marketing
expenditures
Advertisement 11000 7000 6600 6400 6600
Sales promotion 2300 2100 5400 3200 91200
Direct marketing 7800 6200 3200 7300 3400
Total 21100 15200 14800 16500 18300
Available balance 33900 33700 20900 20100 14800

Appendix 1 emphasizes that in order to stay competitive in the industry, an organization must
comprehend operating expenses. This contains employees pay, equipment and supplies, rent, and
a number of other conditions. SAM Restaurant has a multitude of investments in which to
generate cash. These would be trades that happen even with an app store and a websites in
payment traffic from app sales. The total revenue for the first year is predicted to be 20,000
dollars, with sales of around 60,000 dollars. After the first year, a profit of about 40,000 was
achieved. For the first year, the BEP is 596.49 units. If the business sells up to 596 dishes for the
first year, the costs will be returned, so all the company’s network with failures must be
eliminated. The cost - benefit analysis is set to unveil yearly revenue of 60,000 for the first year,
but also a maturity date of 40,000 for transactions in the first year.
Create System for reporting
When restaurant map out the operational plan activities, they should create a system for
reporting. With the help of reporting, the restaurant can find out whether the operational planning
is working appropriately (Zeveleva and et. al., 2020). The system for reporting allows
departments to hold itself accountable to leadership, stakeholders and other department heads.
Make Necessary adjustment
It is important to make necessary adjustment if required which can improve the efficiency
and productivity of restaurant.
Risk and Contingency plans
When an organization runs its business activities they face many risk and contingencies
which they have to overcome. The risk which Sam restaurant can face are insufficient cash
flows, Inadequate marketing, poor brand and reputation management, food storage, fire safety,
Workplace injuries and Certification & Licensing (Halvorsen, 2018). Sam restaurant have taken
a precautionary action to overcome these risks as it affects the business activities and
performance and also reduces its profitability.
With the help of risk and Contingencies plan, restaurant can respond effectively to future
situation and event that may or may not happen. Contingencies plan includes the necessary
actions or steps which staff and managers must take in response to situation that could happen in
future. The Contingencies plan includes the risk which must be identified, prioritize the risk,

develop the plan and maintain plan systematically. The restaurant must prepare for a possible
risk that could affect the Organization, and then spend some resources and time to prepare for the
situation which has high chance to occur (Lai and Wong, 2020). When risk is assessed then
develop a contingency plan including the risk that could reduce the performance and productivity
of business. After developing a contingency plan, the restaurant must maintain the plan by
communicating the plan to staff members and describe their roles and responsibilities when crisis
occurs.
Sales and marketing strategy
In order develops effective marketing strategies of the business, Sam’s restaurant
implements the required but effective marketing and sales strategies in order to accomplish the
set of sales and profit objectives. Sam’s Restaurant bringing up the idea of digitalization wherein
the business chooses the digital marketing tool in order to deliver the marketing objectives to
targeted customers these involves social media marketing, email marketing, search engine
optimization. Selecting digital media marketing for delivering its marketing message is the most
effective strategies implemented by the company as digital media marketing involves low cost
but helps to reach out the customers at larger pace which not only helps to establish the brand
image in the marketplace but also helps the business to covers it sales and profit margin. These
digital marketing tools adopted by Sam’s Restaurant is discussed below:
Social media marketing
With millions of UK’s population involves in the social media platforms thus, it tends to
become and emerging and growing platforms to reach out the targeted customers. Alsowith the
increasing technological advancement in UK, social media marketing leads to the attractive tools
for marketing and promotion of the marketing offerings of the organisation. Social media
platforms like Instagram and Facebook. The company uses these platforms in order to deliver the
marketing message, wherein the company uploads timely pictures and videos of the products.
The company also delivers shares story’s and reviews of the customers which influences the
purchase behavior of the customers.
Email marketing

Email marketing is an effective tool that helps to deliver the marketing message of the
business to the selected targeted customers. Sam’s Restaurant delivers the derailed message to its
customers including the pricing strategies, new product development, the COVID-19 guidelines
and other relevant information to the customers via emails (Martínez-Fierro, Biedma-Ferrer and
Ruiz-Navarro, 2016). It also helps to collect feedbacks from the customers that helps to evaluate
the effectiveness of the market offering delivered by the company.
Finance and funding plans
In order to operate the business activities in the most effective manner, it is important to
finance the business activities. For a small business accompany like Sam’s Restaurant, it
becomes to challenging for the business to finance the businessactivities which involve
identifying the cheapest sources of financing and then allocating them into the business utilities
in order to maintain the flow of cash into the business (Mayer, Siegel and Wright, 2018). The
finance plans developed by Sam’s Restaurant involves:
Calculating the new worth
Net worth of any business is determined total assets the business own deducting the
liabilities ofthe business. Wherein, the business evaluates the total assets owned by the business
including cash and other assets. Similarly, liabilities of the business are also calculated mortgage,
loans and other outstanding expenses of the business.
Thus, new worth helps the business to determine the profitability and financial stability in the
market place.
Determining the cash flow
It is important to evaluate the cash flow of the business wherein, it involves the total cash
inflow and outflow from the businessfunctionswhich helps Sam’s Restaurant to evaluate that
what the operational and other revenues of the business that needs to emphasis and want are the
sources that generates revenue to the business, keeping the check on the business cash flow is
important to determine the new profit and loss of the business (Morris, 2015).
Considering the priorities

It is important to determine the priorities of the business, which involves that where the
business should actually spend the funds first, Sam’s Restaurant and sets the properties in
accordance to the functions that needs to done priority like maintain the stock of raw materials,
supply chain and other in other to reduce the inconvenience in the regular operational activities.
Management team – justifying your ability to lead and manage this venture
Sam’s Restaurant is being divided into segments that monitors that functioning of the
business and implement the required strategies for each business unit. These management units
are being divided on basis of the different functionalities of the business these are marketing
department, research and development unit, finance and operational (Olanrewajuand et.al.,
2020). These different business unit coordinates with each other in order to conduct the proper
functioning of the business activities. Management of team is determined by scrutinising the
performance and managing mission of the work as per the business objectives. These are
discussed below in brief:
Marketing unit
The marketing business unit Sam’s Restaurant is responsible to promote and conduct
marketing of the market offerings of the company. Wherein the business unit turns it to turn it to
a business opportunity and engage with the targeted customers by delivering the marketing
messages to the customers.
Finance unit
The role of finance department in Sam’s Restaurant is important in order to identify the
sources of the finance and allocate them into the business activities in order to maintain flow of
funds in the business and right mange different business function (Welterand Gartner eds., 2016).
The finance manager in Sam’s Restaurant also develops the financial statements in order to
determine the finical stability of the business.
Research and development unit
The role of research and development is to identify the recent market trends and demands
which helps to adopt specific changes in the business as per the changing marketing demand and
determine the strategies in accordance to external business opportunities.