This report details the launch of a new venture, 'Hit and Fit,' a healthy and organic food restaurant in London, UK. It begins with an introduction to new ventures, emphasizing the need for market analysis and competitive advantage. The report identifies the target market as health-conscious, high-income individuals. It discusses tangible and intangible resources, including financial, human, and intellectual capital, and presents a credible proposal with an executive summary, business description, market analysis (PESTLE and SWOT), and financial projections. The report further explores the skills and capabilities required for the venture, such as marketing, management, and problem-solving. It also examines promotional activities, including social media, and outlines a promotional activity plan for pre-launch and launch phases. Finally, the report includes a monthly cash budget for the pre-launch phase and identifies an appropriate legal form for the venture. The report provides a comprehensive overview of the venture's planning and execution.