Entrepreneurship and Leadership: Business Plan for Italian Restaurant

This project presents a comprehensive business plan for launching an Italian restaurant, "à la cuisine," near the Tower of London. The plan encompasses various stages, including location identification, market analysis using PESTEL and Porter's Five Forces, and competitor analysis. It outlines the restaurant's unique selling proposition (USP), focusing on organic ingredients, traditional Italian dishes, and dine-in, takeaway, and online delivery services. The operational plan details the restaurant's offerings, while the risk plan assesses potential challenges. The project also includes sales and marketing strategies, financial projections, and team management considerations. The business aims to maximize sustainability and profitability through a customer-centric approach and effective management practices.

ENTREPRENEURSHIP AND
LEADERSHIP OF BUSIENSS
VENTURES

EXECUTIVE SUMMARY
The project is based on the new business plan and will highlight measures which will be
taken by the entrepreneur for running a successful business. The opportunities for the business
plan will be identified through which sustainability and profitability can be maximized. The
project will highlight several stages which will depict all necessary information regarding the
plans and procedures which are followed by the entrepreneur. The project is completed by
following several stages, which involves- identification of location of the new venture, market
analysis, USP of the new business, operational planning, risk analysis, market analysis and
planning the source of the funds and budgets which will be helped in running the business in a
competitive manner.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
BUSINESS OVERVIEW................................................................................................................4
MARKET ANALYSIS....................................................................................................................5
COMPETITOR ANALYSIS...........................................................................................................8
OPERATION PLAN.......................................................................................................................9
RISK PLAN...................................................................................................................................10
SALES AND MARKETING STARTEGY...................................................................................11
FINANCIAL PLANS....................................................................................................................14
TEAM MANAGEMENT..............................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
Books and journals....................................................................................................................17

INTRODUCTION
Entrepreneurship is a skill of developing, organizing and running new business enterprise
by identifying and resolving uncertainty which can create a negative impact on the functions of
management and through it the business and can gain maximum profit and competitive
advantage. Business Ventures are created and established with the entrepreneurial vision which
defines a competency of an individual who can willingly take risk and work with the main
objective of bringing new change to the society and earning maximum profit from the operations
of business (Audretsch, Kuratko and Link, 2015). Business ventures is the formation of new
business which is formed with the plan after analyzing the market trends and financial resources.
In other words, it refers to a small business which is established by using a small amount of
financial resources. There can be different business ventures which can be opened by
entrepreneurs. The project report is based on the new business idea what will be taken by
entrepreneur to start the business venture. The project will showcase the business plan which
well identify opportunities and threats which can be faced by the entrepreneur. The plan will
highlight the details of the business location, the unique selling proposition, market analysis,
description of the products which will be offered, planning all operations, analyzing risk,
forming plan, setting the budget and funding plans and other sales and marketing strategies
which will be opted by the new business venture.
BUSINESS OVERVIEW
The business plan which is highlighted in this project report is based on the opening of an
Italian restaurant “à la cuisine”.
The Italian restaurant will be launched in London near the Tower of London which will
offer wide variety of Italian dishes and the restaurant will offer dine-in, take-away and online
delivery services which will help them to connect with large number of customers in the
changing business environment. The business will focus on brining old Italian dishes with the
help of talented Chef’s who can serve magic in their dishes. All the resources and raw material
which will be used in preparing food will be fully organic which will help in serving fresh and
healthy food to the customers.
Location- 244 Green Lane, near Tower of London, London, UK

Products- The products which will be offered by the restaurant will be fully based on the Italian
menu. The Italian dishes which will be served by the restaurant includes:
à la cuisine
MENU
Mains
Pizza Napoletana
Spaghetti bolognese
Lasagne
Tortellini
Linguine allo Scoglio
Desserts
Tiramisu
Sfogliatella
Gelato
Services- The restaurant will offer dine-in services and will also offer take-away and online
ordering services through which they can deliver their dishes to maximum customers and attract
more customers which will make them generate higher revenues and maximum profits from the
business venture.
MARKET ANALYSIS
For analyzing the business environment and the changing market trends, it will help the
entrepreneur to meet customer demand and gain competitive advantage (Block and et.al, 2015).
There are several market analysis techniques which helps a business in identifying various
different responsible factors which can create an impact on the functioning of the business. The
two market analysis techniques which are used by the entrepreneur for their restaurant are:
 PESTEL Analysis
 Porter five forces

PESTEL Analysis
The several factors are identified by using this market techniques, different factors which
are identified by using this marketing technique are defined below:
Political factors- These factors also create huge impact on the restaurant. Some of the political
factors which crate an impact are tax reforms, health and safety guidelines.
Economic factors- Economic factors such as inflation rate and other economic factors can create
a huge impact on the operations of the business. If the inflation rate increases, it will affect the
price of the price of raw material which will be used by the restaurant (Blundel, Lockett and
Wang, 2017). This might affect negatively as it will lead to high price of products and service
which will be offered by the company and it can lead to reduce in customers. This can also create
a positive impact as it will help in creating awareness about the standards and hygiene factors
which are maintained by the restaurant. Another economic factor such as consumer disposable
income is another economic factor which can affect the restaurant.
Social Factors- There are various social factors which can create a positive as well as negative
impact on the business. As people are becoming more health conscious, they prefer healthier and
organic food products, which can create an impact on the menu which is offered by the
restaurant.
Technological factors- Technology is one of the chaining factor hic can create negative as well
a positive impact on the business. Rapid technological advancement a change can create an
impact on the profitability of the business. With the help of using advanced technology, it can
help the business in maintain all records and performing the functions and activities of the
business easily and efficiently.
Environmental Factors- Internal as well as external factors environment factors create a huge
impact on the daily activities of the management. By using recycled and eco-friendly material, it
will help in waste management and will create a crucial impact on business growth and
expansion and thus, will help in establishing strong customer base (Brush, C and et.al., 2019).
Legal Factors- Legal factors and local bodies affect the managerial activities of the restaurant.
Such legal factors create a huge impact on the restaurant, factors such as quality of the food,

expiry date and other hygienic factors affect the products and services which are used by the
company. Several rules and regulations are set by the government such as safety and health laws
which restrict the managerial functions of the restaurant.
Porter Five Forces
This market analysis technique helps to analyze different factors which helps to
determine what food and products are offered by the company (Cardon, Post and Forster, 2017).
The different factors which are evaluated with the help of the marketing technique, are explained
below:
Bargaining power of suppliers- Due to low bargaining power of suppliers, the number of
suppliers who can sell raw material and products are high and are no differentiated. The supplies
and raw material which are required by the restaurant can be met with the help of suppliers and
distributors.
Bargaining power of consumers- The bargaining power of consumers is low due to the high
volume of other Italian restaurants which are offering the same products and services to their
customers. The bargaining power of consumers can be low as there are several other companies
which are offering products and services at same cost which will make them pay the same
amount for the services which are offered by the company.
Threat of substitution- The threat of substitution is high as the products and variety which is
offered by the restaurant can be easily substituted by the other restaurants. There are different
food variety rather than Italian which can create an impact on the food and products which are
offered by the restaurant.
Threat of new entrants- The threat of new entrants on the same industry is high as the other
entrants can offers same products and services at different rates and quality which can create an
influence on the sale of goods, revenues and profits of the restaurant (Colbourne, 2017).
Competitive rivalry- The competitive rivalry in the same restaurant is high as there are several
companies which are offering same Italian food and products at different prices and quality
which affects the profitability of the business. If the restaurant is operating m the hybrid industry,

then the level of competitive rivalry can be ow which can be a benefit or the restaurant in
generating higher revenues for the business and for sustaining for longer period in the market.
COMPETITOR ANALYSIS
Competitor analysis helps the entrepreneur to analyze the market and identify the
competition and competitive rivalry companies which can create an impact on the operations of
the business. It helps to ensure that the products which are offered by the organisation are
consistently meeting the customer demands and industry standards which will help the business
in gaining competitive advantage (DeSantola and Gulati, 2017). Competitor analysis helps in
identifying products unique value proportion and identify the activity of competitors. Competitor
analysis also helps the business to set the benchmark and measure the growth of the business by
analyzing customer review and meeting the competition and identifying opportunities which will
help in business growth and identifying threats which can affect the profitability of the business.
This technique helps the business in attracting more customers and generating more revenues
through which competitive advantage can be gained. Competitor analysis can be done through
identifying different factors such factors are explained below:
 Identify who your competitors are- This factor helps in identifying direct and indirect
competitors who can affect the profitability and revenues of the business.
 Identify the products and services which other competitors are offering- Analyzing
the products which are offered by other competitors will help in identifying the cost and
their market share and pricing strategies.
 Identify competitors pricing strategy and perks which they offer- It is very necessary
to identify pricing strategy of the competitors for similar product services. It will help in
identifying the quality and budget allocation of the competitors through which better
pricing strategies can be formed. This will also help in getting an insight of the perks and
goodies which are offered by the competitor companies and better attractive offers can be
planned to attract and retain more customers (Ferreira, Fernandes and Ratten, 2017).
 Organize a research regarding competitive sale tactics and outcomes- By analyzing
the sale process and the channels which are used by other competitors and how they are
expanding the business will help in identifying the sale tactics of the competitor
companies. With the help of research, very valuable information can be collected which

will be helpful in positioning the product and services at the right market at right time and
at right customer.
 Observe how competitors market their products- One of the basic requirement for
making business competitive is to analyze the marketing strategies which are followed by
the other competitor companies in the industry (Freeman and Siegfried Jr, 2015).
Unique Selling Proportion (USP)- The USP of the new business venture will be focusing on
providing dishes at reasonable prices which are pocket friendly for customers, the interior and
exterior will deliver the sense of Italy through which the cultural difference can be minimized
and this can also help in attracting more customers to the restaurant. The main focus will be on
basic hygiene in the restaurant which will help n retaining maximum loyal and potential
customers and it will also help in building the brand image in the industry. Another most
important factor which will be kept in mind is the customer service, which will be the top
priority of the restaurant and thus it will help in establishing and maintaining good relationship
with customers.
OPERATION PLAN
All of the operations and activities of the restaurant will be strategically planned by the
entrepreneur, which will help in leading a successful and profitable business for a long span of
time. All of the operations which are performed by the entrepreneur in establishing and running
the restaurant are explained below:
 Raw material- All of the raw material and ingredients which will be used by the
restaurant will be purchased by the most authentic food stall which can provide premium
quality ingredients which will be used in preparing the food. The entrepreneur will
regularly plan a list which will be a layout of all the items which are required through
which wastage of material can be minimized and all the raw material can be utilized
effectively (Godwin, Neck and D’Intino, 2016).
 Resources- All the resources which will be used the restaurant will be continuous
monitored which will help in avoiding wastage, save cost and will also help in effective
time management.
 Production capacity- By strategically planning all production requirements, it will help
the entrepreneur to manage the quantity of the raw material which will be used and it will

also lead to reduce in wastage. By serving right amount of food for the right dish will be
helpful in meeting customer demand and in proper utilization of resources.
 Planning- By strategically planning all activities from initial stage to last stage, it will
help entrepreneur to meet the create brand awareness in the industry. This will be helpful
in deciding what activities will be performed, how much resources will be used and what
will be offered by the companies, thus it will help in tracking all activities and measuring
the actual performance with the standard performance (Henry and et.al, 2015).
 Monitoring and controlling- Through regularly monitoring and controlling all activities,
it will help in tracking the performance of the restaurant and this will also help in
identifying deviations through which corrective measures can be taken for improving the
performance and thus it will lead to better goodwill in the industry.
RISK PLAN
There are several factors which can create a threat for the restaurant and act as major risk
factors which will create an impact on the managerial function of the restaurant. Some of such
responsible factors which acts as risk are quoted blow and several strategies which will be used
to overcome such risk are also explained below:
RISK FACTORS IMPACT MEASURES TO
OVERCOME
Choice of menu This is one of the biggest risk
factors which can create a
huge impact on attracting and
retaining customers (Koryak
and et.al, 2015).
By offering wide variety of
products and delivering it
with attracting and pleasing
presentation will help in
retaining customers. The
dishes mentioned in the menu
will be properly explained
which will help the customers
in getting better insight.
Pricing of products The price of goods and
services which are offered by
the restaurant brings higher
By analyzing the competitor
companies and by using a
competitive pricing strategy

risk s this can affect the
choice of customers and it
will directly create an impact
on the revenues and profits of
the restaurant.
will be helpful in creating a
win-win situation for the
restaurant. The restaurant will
offer reasonable and
affordable prices through
which maximum customers
can be attracted and
maximum revenues can be
generated.
High competition Due to high competition, and
many other competitive
rivalry business operating in
same industry create a high
risk in attracting and retaining
maximum customers (Lee
and Wang, 2017).
By observing the strategies
which are used by otter
competitive companies and
by planning more attractive
and exiting services will help
in beating the competition.
The restaurant will
strategically pan their
operations and will provide
quality goods and services
which will help them in more
customers and higher
profitability for the business.
SALES AND MARKETING STARTEGY
Sales and marketing act as an essential part of organizational functioning as well as help
in running the business in appropriate manner. In order to achieve better results, it is necessary
for the new restaurant to use appropriate sales and marketing strategy. Sales and marketing
strategy can be defined as a set of activities which are pre planned in nature and are used by the
organization to perform its activity in appropriate way for achieving better profitability and

reserves (Lee and Huang, 2018). In context of, the chosen restaurant, an appropriate sales and
marketing strategy must be formed which include use of marketing principles.
Sales and marketing objective:
 To increase the market share by 20% next 6 months opening.
 To increase the sales by 60% in 3 months by using appropriate marketing strategies.
Marketing principles can be defined that basic points which has to be followed by the
organization in order to execute its marketing strategy and improve the sales in the current
business. This include 4 P’s of marketing which are product price place promotion physical
evidence people and process. In context of, the chosen restaurant the marketing mix is discussed
below:
Product: Defining the products and services offered by the organisation to the general
public (Leitch and Volery, 2017). In context to this the chosen restaurant provide in wide range
of products and services to its customer and order to provide them better services and improvise
their restaurant experience. The main menu offered by this restaurant include Pizza Napolitano,
spaghetti and many other. All these provide an incredible taste to the customer in order to market
the products and services in effective manner.
Price: This restaurant will target an appropriate range of customer where it can easily
target the high class and middle class customers. In order to doing so organization will use the
moderate pricing strategy where it will fix the prices of products at moderate level. This will help
in dealing with customers of different type where company will provide variety of options in
small large and medium so that each and every part of the society can afford the products and
services offered by restaurant and can enjoy the benefits also. Company will also focus on
providing large quantity of the product where it will use deep discounting on excess quantity
orders.
Place: Place act as an important factor in deciding the marketing and sales strategy for
the organization. In context of this restaurant organization is operating at appropriate level where
it will use the location of green lane near the tower of London in UK. This location will provide
wide coverage to the organization where it can easily target the customers of its choice (Malecki,
2018).

Promotion: Promotion is also a key factor in the marketing mix, it helps in deciding an
appropriate marketing and sales strategy so that organization can boost its products and
profitability. In context of the chosen rest it will use different kind of promotional techniques to
attract the customer toward the strong force stop under this organization will provide
advertisement and different newspapers social media platforms as well as other platforms so that
it can cover the wider market. I will also use to promote the product by sales promotion where it
will offer appropriate discount on the products and services for first time second time and third
time purchaser.
STP approach
STP approach can be defined as an approach which is used by the organisation in order to
implement the strategic marketing plan and improve as the sales of the products and services
offered within the market for start in context of the chosen restaurant there is different stages in
STP approach which has to be followed these stages are segmenting targeting and positioning the
product within the market to achieve better results. A detailed STP approach for the chosen
restaurant is discussed below:
Segmenting: Segmenting is a primary step which is related to dividing the market in
small segment for implementing the marketing strategy in effective and achieving better results.
In context of the chosen restaurant it is identified that organization will segment the market
according to the geographical and demographic segmentation (Morris, Neumeyer and Kuratko,
2015). In context to this organization will use which region of London where at will target the
individuals according to their gender age education and level of income. In context to this,
organization should target all type of genders and the age group of 18 to 45 where company will
use both higher and medium level of income individual. This will help in dividing the market in
appropriate way where company will also use psychographic segmentation in order to target
those lifestyle individuals who used to enjoy the rest of food and include it in their hobby.
Targeting: Targeting is also an essential step, in this approach for it help in targeting the
customer according to the needs and requirements of the organization. In context of the chosen
asteroid is identified that there are different segments which has to be targeted in an appropriate
way. The major segment which will targeted by the organization is related to developing the size
and profitability. In context to this organization is used to increase its future potential growth

where it will target the customer in large size full star company will also consider profitability as
a major segment where it will use to implement the products and services in such a way that it
can boost the profitability and initiate the run of organization for a longer period of time
(Neumeyer and et.al, 2019). One of the major factors which will also considered by the
restaurant is related to reachability. Under this, organization use to reach each and every
customer by its customer acquisition techniques and using effective strategies for managing the
cost.
Positioning: It is the last step in this process which is related to positioning the product of
the organization within the market full staff in context of the chosen for it can use different
strategies in order to position the product within the market where the best strategy is related to
positioning the product according to the segmented sections (Razavi and Ab Aziz, 2017). Under
this organization can position its product by the use of symbolic positioning. Logo in positioning
is helpful in ensuring the self-image belonging next within the customer mindset. Here,
organization can build its image by performing activities in the market related to corporate social
responsibilities and others which help in establishing a symbol of firm in the mind of customer
and attracting them in larger segments.
It can be evaluated from the above stated information that there are various factors which
are related to increasing the sales and marketing of the products and services offered by the
restaurant. Here there are various steps which can be followed by conducting an appropriate
marketing mix and using an appropriate strategy to implement the products and services in the
market. The above stated STP approach can help the organization by effective implementation in
achieving better strategies for sales and marketing (Ruiz, Soriano and Coduras, 2016).
FINANCIAL PLANS
All the financial resources which were used by the entrepreneur in establishing and
planning all the resources which will help in operating the business are explained below:
SEGMENTS ESTIMATED COST
Operational cost £225
Human resources cost £150
Transportation cost £175

Raw material cost £125
Maintenance cost £125
TOTAL £ 800
The total cost which is estimated and will be used by the entrepreneur for running the
restaurant in London is £800.
Source of funds- The investment for opening the restaurant in London was used by
different sources, some of the sources which were used by the entrepreneur to establish their
restaurant are-
 Self-investment- The funds which is used for establishing the restaurant in London also
involves my saving and investment, which helped in opening the restaurant in the prime
location of London through which numerous customers can be attracted.
 Loan from bank- A small amount of loan was taken by bank, which helped in overall
investment through which all operations of the restaurant can be performed by using
constructive approaches. The investment amount which have been taken by the bank as
per loan, ae been taken on monthly interest which will be paid by the entrepreneur.
 Angel investors- Investors such as angel investors helped in establishing the business by
helping through capital investment for opening the restaurant. These investors helped
through capital investment which can be used for running the business.
TEAM MANAGEMENT
There are several factors and function which will be regularly monitored by the
entrepreneur for running the business effectively, some of these responsible function which will
be regularly monitored and controlled involves:
 Leadership and Guidance- By providing valuable guidance and leading right direction
to the staff will help in completing all managerial activities and task on time and thus it
will help in building goodwill in the industry (Sklaveniti, 2017).
 Management of personnel’s- By managing all staff members and focusing on maintain
positive scenario ill help in effective performance and thus whole staff will be willing and
motivated and will communicate and share their innovative ideas.

 Management of raw material- By managing all in-flow and out-flow of raw materials,
it will help the entrepreneur to manage all products which will be used by the restaurant
(Tur-Porcar, Roig-Tierno and Llorca Mestre, 2018). This will also help in effective
utilization of resources and thus will minimize wastage and will be helpful in saving cost
and time.
 Supply chain management- By managing all supplies and logistic serves, the restaurant
can meet the demand of their customers and attain utmost customer satisfaction. An
effective supply chain management strategy will help the restaurant in delivering the
products and services to their users on time and meeting all raw material requirements of
the restaurant (Yan and Yan, 2016).
 Cash management- By managing all cash transactions and keeping a track of it will help
the entrepreneur to evaluate the sale and profit margin of the restaurant which will help
them to take corrective measures if required.
CONCLUSION
From the above project report, it can be concluded that entrepreneurship is a skills and an
ability of an individual which helps them to start a new business venture through which they can
bring something new to the market. It can be seen that identifying various internal and external
market factors are necessary to evaluate the opportunities and threats which can influence the
managerial functions of the business. Different market analysis techniques such as pestel and
porter analysis, helps an organisation to identify such business environment factors which are
responsible in creating positive and negative impact. It can be seen that competition in the
market can also be identified with the help of competitor analysis techniques which involves
various segments which gives an insight of the business operations which are performed by the
competitor companies the industry. There are several strategies which are planned by the
business through which they can strategically target their customers and promote their products
and services. Therefore, such strategies also help in creating brand awareness in the market and
in generating higher revenues and profits. Through strategically planning and analyzing the
market, it helps the organisation in analyzing the risks and manage operations which will be
performed by the business.

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