Green & Co: A Sustainable Entrepreneurship Business Plan Project

This project presents a detailed business plan for Green & Co., a green restaurant in Perth, Australia. The plan encompasses various aspects of sustainable entrepreneurship within the food and beverage industry, including waste management, eco-friendly supply chains, and rooftop design. It analyzes the industry overview, products and service offerings, target market, and current sustainable business practices such as water stewardship, waste reduction, and energy efficiency. The venture's uniqueness lies in its commitment to green practices, including a sustainable supply chain, and its focus on a young, environmentally conscious clientele. The project also addresses opportunities and threats linked to implementing sustainable business practices, along with the benefits of a sustainable supply chain, such as revenue and cost reduction, reputational protection, and environmental impact reduction. Recommendations are provided for strategic approach, management responsibility, and ethical operation to ensure the restaurant's success and sustainability. The project highlights the importance of social, environmental, and economic responsibility in achieving long-term success.

Entrepreneurship
9002ENT
AQF Level 9
ASB
[Enter title here]
Word count:
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Executive Summary
In this study, entrepreneurship practices have been discussed taking a new venture Green &
Co. This new venture will be a green restaurant and it is going to open in Perth. This
restaurant will be unique as this restaurant will use complete waste management, smoke will
not emit and rooftop facility with green roof will attract the customers. Green & Co will be in
food and beverage industry and in Australia, this food and beverage industry is almost 104
billion industries. Therefore, there will be enough potential for the business to flourish in the
market. Green & Co will offer bread, burgers, sandwiches, soup and pasta. Target market of
the organisation will be young generation who love fine cuisine. In the food and beverage
industry, new sustainable practices can be seen in water stewardship, waste reduction process
and energy efficiency in the business. This new business venture will follow all the basic
environment and social requirements. This new venture will be unique in one aspect that this
is going to use green supply chain as eco-friendly supply chain will provide the financial
benefits, increased revenues, reduced cost and enhanced customer services. Eco-friendly
supply chain will give environmental benefits as reduced waste, reduced fuel consumption
and reduced air emission. In social perspectives, it will give traffic congestion, security and
health. Green & Co will get the benefits from supply chain as revenues will be greater and
cost will be reduced. Eco-friendly supply chain will protect against reputation and it will
reduce environmental costs and impact. Green & Co will adopt the sustainable business
practices as it will follow social responsibility, environmental sustainability and economic
responsibility. Green & Co needs to do strategic approach and responsible management with
ethical operation.
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Table of contents
Executive Summary................................................................................................................2
1. Introduction.....................................................................................................................3
2. New Venture...................................................................................................................4
2.1 Industry overview....................................................................................................4
2.2 Products and service offering..................................................................................5
2.3 Target market...........................................................................................................5
3. Current and new sustainable business practices..............................................................5
4. Venture uniqueness.........................................................................................................7
5. Opportunities and threats linked to implementing sustainable business practice...........9
5.1 Opportunities linked to implementing an eco-friendly supply chain......................9
5.2 Threats linked to implementing an eco-friendly supply chain..............................11
6. Benefits of a sustainable supply chain..........................................................................12
6.1 Revenues and cost reductions................................................................................12
6.2 Protection against reputational damage.................................................................12
6.3 Reducing environmental costs and impact............................................................12
6.4 Creating partnerships in global industry standards................................................12
7. Impact and adoption of sustainable business practice...................................................13
7.1 Social responsibility...............................................................................................13
7.2 Environmental sustainability.................................................................................13
7.3 Economic sustainability.........................................................................................14
8. Recommendations for sustainable business practice....................................................14
8.1 Strategic approach..................................................................................................14
8.2 Management responsibility....................................................................................14
8.3 Ethical operation....................................................................................................14
9. Conclusion.....................................................................................................................15
Reference list........................................................................................................................16
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1. Introduction
Entrepreneurship is the method of designing, running and launching a new business.
Entrepreneurs start a new business with a notion to earn profit from the business (Drucker
2014). The types of ‘sustainopreneurship’ practices have strategic purposes and objectives
that respect the social boundaries and also earn a profit. Moreover, these types of businesses
can be defined as ‘businesses with a cause’. In this study, an entrepreneur venture will be
launched with a sustainable practice. The aim of the study is to highlight a sustainable
entrepreneur practice where real-world problems can be turned into business opportunities by
deployment of sustainable innovations.
2. New Venture
Green & Co is going to be a green restaurant established in Perth. The concept of a green
restaurant defines that the restaurants aims to become environmentally responsible. Green &
Co is going to be the first of its kind in Perth and will use a world class waste management
technique. The supply chain process of the restaurant will be sustainable and as a result will
not harm the environment. Green & Co will be a rooftop restaurant that is going to offer raw
and vegan food items accompanied with alcoholic and or non-alcoholic beverages. The
rooftop restaurant will have a touch of green on the roof and the seating arrangements will be
made out of recycled timber. A significant aspect of Green & Co that will not harm the
environment is the unique cooking process of the restaurant, where no percentage of smoke
will reach and contaminate the environment. Green & Co will attain a certificate from the
Green Board and will claim that Green & Co is 100% a green restaurant and credible to the
community. The major target of sustainability is the water efficiency, food services,
recycling, waste reduction, building and interior materials.
2.1 Industry overview
Green & Co will be part of the Australian Food and Beverage industry. The Food and
Beverage industry is a significant industry sector in terms of employment and financial
contribution and is very robust. Correspondingly, the Food and Beverage industry in
Australia earned revenue of 104 billion AUD in 2016 (Schaper et al. 2014). Additionally,
employees that work in the Food and Beverage industry equates to almost 15% of the overall
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service sector in Australia. Moreover, in Perth, there are various restaurants that offer quality
food products and beverages. There are more than 72,040 registered food and beverage
service businesses overall in Australia. Therefore, in order for Green & Co to maintain a
strong competitive advantage they will endeavour to be unique in the way that they are going
to be environmentally responsible at the core.
2.2 Products and service offering
Green & Co is going to be a vegetarian restaurant and it is going to offer salads, fruit salads,
rice, bread, wraps, burgers, pizza, sandwiches, soup and pasta. This restaurant will offer
breakfast, lunch and dinner to the customers and serve the customers from 7 am to 11 pm at
night. The alcoholic beverages will be served all day long. The restaurant will offer Absinthe,
Beer, Brandy, Cachaça, Gin, Ouzo, Rum and Whiskey. There will be a parking lot where the
customers can keep their cars. The restaurant will be on the 12th floor. The speciality of the
restaurant will be the ambience and it will have two sections on 12th floor, one section will
have an open rooftop and another section will be the cafeteria. The touch of greenish beauty
on rooftop floor will attract the customers with quality food.
2.3 Target market
Green & Co will be a green restaurant and the business will need a large investment in
technology and the day-to-day operation of the restaurant will be expensive. The restaurant is
aimed at the upper-middle class environmentally conscious customers who can afford
premium pricing of the food items and alcoholic beverages. Green & Co is going to target
primarily the young generation who want to check out fine cuisine with excellent ambience
and share the status symbol. The secondary target customers will be professionals who can
arrange informal meetings with clients in a cosy ambience with fine delicacies.
3. Current and new sustainable business practices
In the restaurant industry, the common business practices are the successful independent
owners. In the restaurant industry of Australia, most restaurant owners are independent and
they open small businesses as an entrepreneurial venture. In addition, there are certain large
players in the market that have opened their outlets in Australia too. The current industry
practice in the Food and Beverage sector revolves in marketing around the customers'
database (Kirzner 2015). Successful independents in restaurants mail customer newsletters to
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their customers at the beginning of each month (Frederick et al. 2015). In Australia, most
restaurants run with minimal staff as they want to grow the profit first prior to growing units.
More importantly, most restaurant businesses keep a running inventory as the potential
profits are decreased due to potential theft, spoilage, waste and unrecorded sales.
Australian Government has taken the initiative of national Innovation and Science Agenda
for the start ups as between 2006 and 2011, start-ups venture created more than 1.44 million
jobs in Australia (Innovation.gov.au 2017). This government initiative helps in innovation
and funding in early stage of business. In crowd-source equity and raise money, this initiative
will be helpful. NSW Government launches the innovation strategy that could strengthen the
entrepreneurship practices. NSW government is going to create Ministerial Innovation
Committee to see the strategy implementation and the government has set aside $3 million to
grant the start-ups in 2017-2018.
There are two different types of sustainability, strong and weak. As stated by Brandenburg et
al. (2014), weak sustainability refers that an organisation can use natural capital if it is
manufactured the capital of equal value. On the other side, strong sustainability refers to the
natural capital that must be maintained and increased so that it can performance of the
organisation must not be duplicated by manufactured capital. An entrepreneurship practice
can use natural resources so that it provides services and materials. An entrepreneur can focus
on mainly four capital model so that it can acquire the profitability as well as the societal
impact. An organisation’s social responsibility depends on the human capital and it is related
to the labour skills, intelligence, social networks, trust and reputation and influence and
power (Farguson and Souza 2016). Secondly, financial sustainability refers to the debt, cost,
monetary instrument and investment. Moreover, an entrepreneur can practice environmental
sustainability in order to make the business sustainable, natural capital is related to the
resources, living system and ecosystem services. Manufactured capital is associated with the
infrastructure, factories and machines tools. However, too much attention to manufactured
and human capital can affect the environmental sustainability.
Figure 1: Four Capital Model of sustainable business practice
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(Source: Dos Santos et al. 2013)
Water stewardship: In addition, restaurants in sustainable practices use water efficiency and
conservations as in landscaping of the restaurants, the management uses the plants that do
require less water to grow. The sustainable restaurants are setting up catchment in order to
reuse the water and for rainwater harvesting.
Waste reduction: Waste reduction in the restaurant is one such factor that can be eco-
friendly. The entrepreneurs in green restaurant are trying to go paperless and they are trying
tom use technologies for booking and billing (Frederick et al. 2015). The reusable menu,
reusable coasters and staple-free staplers can be used in restaurants. Moreover, use of towels,
environmentally friendly cleaners, wash dishes and steam cleaning can be used in the green
restaurants.
Energy efficiency: Another sustainable practice in the green restaurant can be energy
efficient electricity. The restaurant can use indoor moderate temperature and use energy-star
compliance. Energy star-appliances can provide support to save extra energy; the restaurants
can purchase energy efficient toasters, microwaves, OTG, fans, exhaust fans, ovens,
refrigerators and lighting.
Of late, the in global perspective, the green or sustainable restaurant offers green food that is
mostly vegan or organic food. In food labels, the restaurants can use GMO labels (Karuatko
2016). Finally, in the restaurant industry, the management of supply chain is very important
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and most of the common business practices use large supply chain. The result of the large
supply chain is to hamper the environment with pollution from vehicles (Storey 2016).
4. Venture uniqueness
Being green is one of the hottest concepts in a green and sustainable business practice. As
opined by Brandenburg et al. (2014), most restaurants and businesses are trying to spend
more in re-branding themselves as green and they are trying to give special concentration on
supply chain management and recycling. In an eco-friendly supply chain, Green & Co will
make partners with a small number of suppliers and logistics; where they will be using
renewable energy. In keeping the raw materials, they will keep the products in cold-storage
and the waste of raw materials will be zero. Green & Co will choose suppliers and partners
who are environmentally and socially responsible and will discuss freely whether the
suppliers are ethical partners or not. As stated by Seuring (2013), a green supply chain is
integrating environmental thinking into supply chain management, including material
sourcing, manufacturing process, and selection of partners and delivery of the final products
to the consumers. Supply chain sustainability is an organisation based issue that can influence
an organisation in terms of waste costs, risks and environmental issues (Frederick et al.
2015). In the traditional case, the supply chain of the organisation ensures a just-in-time
approach and suppliers use multiple vehicles in reaction to increasing the environmental
costs.
Eco-friendly supply chain has the interface in the supply chain process and it represents
movement of goods, information flows, transfer of title and purchase and sale. Moreover,
strategic supply chain can consists of developing smarter ways to buy from, choose and sell
to business partners.
Developing sustainable business is related to the strategy as it is one of the important drivers
in planning and setting values of the entrepreneurship practices. The strategy of sustainable
business is related to the environmental, economic, social and cultural ideals. In addition,
process is related to the change and it is related to the production technique, energy efficiency
and developing resources. In order to create lean operation, Green & Co can do the transport
in cost saving way. People are the centre of the business and good employment practices are
necessary in business process of Green & Co. Lastly, capital is essential in business and
selling products, services and delivering or attracting investors. Two-fold capital benefits of
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sustainability are related to improved images and savings from inefficiencies (Ortiz‐de‐
Mandojana and Bansal 2016).
5. Opportunities and threats linked to implementing sustainable business practice
Most companies spend a significant amount of money in supply chain management and in
business operations. There are benchmarking tools that can reduce waste from the supply
chain. In Green & Co the restaurant takes the collaboration strategy with the suppliers that
can help in sharing the distribution and logistics of management.
5.1 Opportunities linked to implementing an eco-friendly supply chain
In supply chain management, new venture Green & Co can partner with local suppliers in
taking the raw materials for making food items and as a result it will eventually minimise the
transportation kilometres. Once Green & Co identifies the suppliers and sustainable materials
they must be transparent with their customers. Green & Co can use easy-to-read info-graphics
in order to illustrate the whole supply chain process and the energy efficient moves.
Figure 2: Environment and social impact of supply chain functions
(Source: Sarkis 2013)
Financial benefits:
 Increased revenues
 Increase asset utilisation
 Reduced costs
 Enhanced customer services
Environmental benefits
 Increased energy efficiency
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 Reduced waste
 Reduced water emissions
 Reduced fuel consumption
 Reduced air emissions
Social Benefits:
 Noise reduction
 Traffic congestion
 Security
 Health
 Safety
 Reduce community impacts
Design the products in such a way that can fit the recycled materials as the food items of the
Green & Co restaurant will be vegan and organic. The packaging they will be using would be
recyclable. As opined by Beske et al. (2014), managing waste in the supply chain is very
important as this is related to the waste management and the compost process. Recycled glass
and cardboard can be used in the packaging of raw materials by the suppliers and Green &
Co can focus on showcasing the innovation through this. In the supply chain process, Green
& Co can engage employees and investors in order to make it more transparent.
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Figure 3: Sustainable business practice – Supply Chain Management
(Source: Sakis, 2013)
5.2 Threats linked to implementing an eco-friendly supply chain
When implementing a sustainable supply chain, Green & Co can face multiple threats in
supply chain management. In the sustainable supply chain, Green & Co can face the issues of
quality of supply as the numbers of suppliers will be lower in the sustainable supply process.
Green & Co can apply the sustainable supply chain process by decreasing the cost of supply
chain and in order to make the business more environmentally friendly. This can result in the
geopolitical security as the suppliers can use the RFID technology in the supply chain that
uses a radar technique in order to track vehicles (Sarkis 2013). The entrepreneurship practice
is itself a risk and in extreme weather conditions, the relationship between suppliers and
restaurant can no longer be established.
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6. Benefits of a sustainable supply chain
6.1 Revenues and cost reductions
Green & Co can generate revenues by creating new business models in the supply chain as
the supply chain process and operation will be small. In developing sustainable business
practice through the supply chain, the restaurant can enhance its brand name that would
increase the chance to develop the business in new markets apart from Perth. In addition, the
sustainable practice can improve the energy efficiency and that can reduce the cost and
streamline the supply chain and logistics can reduce the costs as well (Govindan et al. 2014).
6.2 Protection against reputational damage
Green & Co needs to follow the stakeholders in order to maintain the reputation in the
market. Stakeholders like customers, investors and suppliers can put pressure to extend the
sustainable business practice. Supply chain sustainability process of the organisation can be
published through a blog that can bring publicity to the organisation. In the restaurant
industry, the main suppliers are from agricultural sectors and these types of products do not
last long if they are kept in the open (Ortiz and Bansal 2016).
6.3 Reducing environmental costs and impact
The carbon footprint is an issue of the environment and it can be reduced through the use of
vehicles. The figure will touch 20 million tons per year in greenhouse gas emission by the
end of 2020. Wal-Mart, in this case, will be an example that is trying to reduce the supply
chain and CSR technique of Wal-Mart has been remaining the same (Zhu et al. 2013). The
process of making the supply chain small can save significant money for an organisation and
it can influence positively on the organisation.
6.4 Creating partnerships in global industry standards
Green & Co needs to be familiar with the global standards of contract in sustainable supply
chain management. As it is a new venture, entrepreneurs may not know the global standards;
however, they can follow the shared commitment in helping the industry to zero discharge of
hazardous elements from the supply chain. The warehousing policy and logistics contracts
must follow the global standards.
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7. Impact and adoption of sustainable business practice
Green & Co will be a new venture and the sustainable business practices can make the
organisation follow the CSR practices. From the very first day, the organisation will start to
follow corporate social responsibility.
7.1 Social responsibility
The social bottom line can measure the business profit in human capital that is included with
the position in the local market. The social bottom line can be defined as the organisational
benefits on the local society based on the labour practices (Hogevold et al. 2015). ‘People’
concept stands for the socially responsible organisation. Green & Co will use supply chain
that will be maximum from the local places or any agricultural firm. The restaurant will
nurture a positive relationship with the local community and the customers will be from the
Perth local communities. The social bottom line is included with sustainable business
practices in long-term basis and sustainable supply chain will provide an opportunity to some
of the employees to get a job in a restaurant.
7.2 Environmental sustainability
The business venture Green & Co will have less impact on the environment as the main aim
of the business will be a green restaurant that is an eco-friendly restaurant. Controlling the
environment means monitoring, managing, reporting the consumption of waste and carbon or
fuel emissions (Farguson and Souza 2016). Planet concept stands for the how the
entrepreneur practice is environmentally responsible. The restaurant will have the best waste
management technique and the implementing of the supply chain will reduce the chance of
pollution through the logistics. The vehicles in the supply chain will be energy efficient and
numbers of vehicles will be small as well. Green & Co will have green policies and it will
have corporate-wide values in all levels of business.
7.3 Economic sustainability
The Economic bottom line is not only the corporate capital; however, it is included in the
human and environmental capital as well. The business must impact on the economic
environment as well and the business needs to strengthen the economy of the industry. Profit
of the organisation is very important and economic sustainability is constant profit-making
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venture (Suliman et al. 2016). Green & Co must be aware of the profit and the break-even
point of the business must be gained within two years of the business. It is a matter for Green
& Co to survive in the industry for future as the economy is related to the contribution of
community and economic condition.
8. Recommendations for sustainable business practice
8.1 Strategic approach
Management of new venture Green & Co can interpret the sustainability to all levels in an
easier way by integrating value creation, long-term social and economic aspects. One of the
strategic approaches to attain the sustainable business practice could be of the sustainable
supply chain management.
8.2 Management responsibility
The entrepreneur must appoint management of the business venture to a team who know the
sustainability performance of the business. Each member of the team in Green & Co must
follow the sustainable operation including the supply chain. Technology must be utilised in
the business practices. The incentive scheme can be implemented by management to facilitate
the business practice.
8.3 Ethical operation
In the business practice, Green & Co must practice the ethical work in respect of laws and
regulation. In the supply chain, any kind of corruption and favouritism will not be entertained
in choosing the suppliers. The behaviour of management can be recorded and resources
should be utilised in a proper way. In promoting the new venture, the entrepreneur must
respect the human values as well as environmental values.
9. Conclusion
In the opening of the new venture, environmental impact and economic profit both are
important in recent times. The new venture Green & Co must cooperate with stakeholders in
opening bilateral communication. In addition, entrepreneurs find gaps in the existing market
and use disruptive innovative concepts to start a new venture. Additionally, in recent times,
entrepreneurs have been developing the concept of social entrepreneurship as these are the
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creative business entrepreneurial practices that can solve the issues related to the
sustainability agenda. Moreover, entrepreneurs in selecting partners must prioritise the
sustainability and the operational need to be transparent as well.
10.
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