Italian Restaurant Business Plan: Market and Financial Analysis

This project presents a detailed business plan for an Italian restaurant, "Visaka Cuisine," situated near the Tower of London. The plan encompasses various aspects, including an executive summary, business overview, market analysis utilizing PESTEL and Porter's Five Forces models, competitor analysis, and the restaurant's unique selling proposition. Operational plans, risk assessments, sales and marketing strategies, and financial projections are also included. The business aims to offer diverse Italian dishes via dine-in, takeaway, and online delivery services. The market analysis examines consumer needs, while the competitor analysis identifies both direct and indirect competitors. Furthermore, the plan addresses operational aspects like raw material sourcing, production capacity, and risk management. The financial section outlines pricing strategies and potential challenges. The report concludes with a summary of key findings and recommendations for the restaurant's success, emphasizing affordable pricing and customer service.

Business Plan

EXECUTIVE SUMMARY
This report is going to study on entrepreneurship. This project the life on the new
business plan in will going to illustrate and evaluate about the measures that are adopted by
the entrepreneur in order to operate their business in a very appropriate manner. There are
several opportunities for the organisation plan will be examined by the company by using
profitability and measuring system ability to stop this report also going to analyse several
stages that will going to help the organisation to identify every information and data which is
associated to the procedure and plants which are followed by the independent. This project is
accomplished by several stages that include analyzation of location of the new ventures
market analysis recipe and competitor analysis operational planning risk analysis market
analysis and many more that help the company to operate their business in a very appropriate
manner and get advantages.

Table of Contents
EXECUTIVE SUMMARY...........................................................................................................................2
INTRODUCTION.....................................................................................................................................5
MAIN BODY...........................................................................................................................................5
Business overview.............................................................................................................................5
Market analysis..................................................................................................................................6
Pestel analysis....................................................................................................................................6
Porters Five Forces model.................................................................................................................7
Competitor analysis...........................................................................................................................7
Unique selling proportion..................................................................................................................8
Operation plans:................................................................................................................................9
Risk Plan............................................................................................................................................9
Sales and marketing strategy...........................................................................................................10
STP APPROACH................................................................................................................................11
Financial Plans.................................................................................................................................11
CONCLUSION.......................................................................................................................................12
REFRENCES..........................................................................................................................................13
Books and Journal............................................................................................................................13

INTRODUCTION
Entrepreneurship is the concept and skill of enhancing and organising the capability
of the individual and helps the entrepreneur to operate their new business in order to identify
and overcome the uncertainty that create negative impact on the organisation and create
several problems in order to get more success and opportunities(Ward, 2016). This report is
going to analyse about the business ventures that support the organisation to get more
opportunities and profitability in order to get more competitive advantages in the
Marketplace. Business ventures and the concept which are established and formulate with the
entrepreneur aims that describe about the competency level of the person who can take more
risk and focus on their objectives in order to bring several modification in the society and get
more profitability in order to increase their efficiency and effectiveness (Almeida and Santos,
2020). Business ventures are the concept of new organisation that is developed by using plan
answer financial resources. In other terms it can be analysed that it is a concept which refers
to a small organisation that is established by the entrepreneur by using a small amount of
financial resources. There are several kinds of different branches in the Marketplace that are
adopted by the entrepreneur. This report is rely on the new organisation idea that will be
adopted by the entrepreneur in order to get success in get fortunately for their business for
staff along with does this report going to illustrate about the business plan that will help the
company to identify their uncertainty factors and opportunity that are faced by the
entrepreneur.
MAIN BODY
Business overview
Business plan will going to illustrate about the Italian restaurant that is visaka cuisine”.
This Italian restaurant will going to launched in London near the tower of London that
will provide several variety of Italian dishes and the restaurant also going to offer dine in take
away and online delivery services that support them to interact with huge number of their
consumer in the dynamic business environment(Sadgrove, 2016). The business will going to
focus on bringing some unique Italian dishes by the help of their Chef who can provide
unique taste to their consumers so that they can get more opportunities and create more
customer base towards the organisation.
Location: 344 white lane, near Tower of London, London UK

Products: the products which are offered by the organisation are fully relying on the Italian
menu card. There are several Italian dishes which are provided by the organisation that are
mentioned below:
Menu
 Visika Special
Pizza
 Lasagne
 Tortellini
 Desserts
 Tiramisu
 Sfogliatella
 Gelato
Services the restaurant is going to provide Diamond services that provide take away and on-
line ordering services by using online platform in order to get in attract more consumer
towards the organisation so that they can generate revenue for the organisation
Market analysis
In order to examine about the business environment and market Trends market analysis
support the organisation to identify the requirements in the minds of the consumer in order to
get a possibilities and advantages )(Berends, Smits and Podoynitsyna, 2016). There are various
types of market analysis technique that support the organisation to identify several is possible
factors that great impact on the performance of the organisation and which are mentioned
below
Pestel analysis
There are various kinds of external factors which create impact on the organisation and that
are defined below
Political factors these are those factors which create huge impact on the organisation in
context of policies and rules which are formulated by the company. Due to COVID-19
pandemic the organisation of reaching several tissues which is associated to the policies
which are formulated by the government like lockdown in the country

Economic factors due to COVID-19 pandemic economic factors such as inflation rate has
been majorly impacted and affected by COVID-19 pandemic. And it will create impact on
the high price of the goods and services that are provided by the organisation.
Social factors there are several kinds of social factors that create huge impact on the
organisation in context of COVID-19 pandemic. Nowadays the individuals become more
conscious about their security because of COVID-19 pandemic.
Technological factors which is the major factors which also create negative and positive
impact on the organisation)(McCardell, 2018). As it is very important for the company to a job
technology in order to increase their profitability and overcome the uncertainty factors for
stop so it plays very important role for the company
Environmental factors the factors which also create huge impact on the activities of the
organisation. By using eco-friendly material the organisation wants to help the company so
that they can save the environment and also overcome the impact of COVID-19 pandemic.
Porters Five Forces model
This is the technique which support the organisation to examine about the several
factors that support the organisation to get more competitive advantages and identify the
marketing technique that are mentioned below:
 Bargaining power of consumer on the basis of the investigation it has been analysed
that the organisations have low bargaining power of consumer because of high
volume of other Italian restaurant that are provided by the other competitors.
 Threat of substitution on the basis of the investigation it has been analysed that the
organisation has more threat of substitution because the variety that is provided by the
organisation can easily available in other restaurant (Bueno and Moraes Salles, 2019.
 Threat of new entrants this is the component which explain analyse that
organisation have high threat of new entrants because there are several competitors
that are operating in the market place.
 Competitive rivalry according to the investigation it has been examined that the
competitive rivalry for the same restaurant is height because there are various kinds of
companies which provide same Italian food in services at different price.

Competitor analysis
This is the concept which supports the entrepreneur to examine about the market in
also help them to identify about the competitive rivalry organisation which create huge
impact on the organisation and their activity. It support the organisation to a sure about their
products and services that are provided by the company which are help them to meet the
requirements of the consumers and increase their efficiency and profitability in order to get
more competitive advantages. competitor analysis is the concept which also support the
organisation to set the particular benchmark in order to evaluate the growth of the
organisation so that they can analyse the review of their consumer and meet with the
requirements of their consumer in order to identify the opportunity which help the company
to increase their growth and overcome the uncertainty factors. There are several techniques
that support the organisation in order to attract more consumer base and game more
competitive advantages. There are some competitive analyses which are done by several
factors which are mentioned below:
It is very important for the organisation to identify their competitors because this is the
factors which helped the company to identify the direct and indirect competitors who create
impact on the profitability and revenues of the organisation(Joyce and Paquin, 2016.
Is also very important for the organisation to identify their products and services that are
of provided by their competitors in order to identify their pricing strategies
It is also important for the company to identify the competitive pricing and strategies
which they offer in order to set the prices of their products accordingly.
It is also very important for the organisation to organise particular investigation which is
associated to the competitive sale tactics and outcomes.
Along with this it is very important for the organisation to observe their competitors
market and their products strategies in order to set the particular strategy for their growth.
Unique selling proportion
The USP of the new organisation venture will going to concentrate on catering dishes
at very affordable prices that are much pocket friendly for their consumer. This is strategy
support the organisation to provide amended services to the company in order to retain
maximum royal and potential consumer towards the organisation. It also supports the
company to enhance their brand image in the Marketplace so that they can get more

opportunities and overcome the threat. Along with this there are several important factors of
the USB which concentrate on thinking capability of the in order to provide amended
Customer services to their customer.
Operation plans:
Every activities and operations of the restaurant are effectively planned by the
entrepreneur that supports them to get more competitive advantages. There are several
operations that are formulated by the entrepreneur in order to operate their restaurant which is
mentioned below:
o Raw material: raw material other resources which are used by the
organisation in order to provide premium quality today consumer so that they
can attract more customers towards the company.
o Resources: the sources which are used by the organisation are continuously
monitored by the company in order to avoid the wastage and save the cost so
that they can manage their time management accordingly.
o Production capacity the organisation is formulating several strategic planning
that support them to manage the quantity of their raw material that is used by
the organisation in order to overcome the wastage.
o Planning: this is the concept in which the organisation are formulated several
Strategies and planning in order to meet with the requirements of the
consumer and create brand image in the Marketplace to stop it is very helpful
for the organisation in order to decide what activities and operations will going
to perform in the future in order to get a fortunate is and overcome the threats.
o Monitoring and controlling: organisation is continuously monitoring and
controlling their all activities. It support them to track the performance of the
restaurant and also support them to examine about the appropriate measures in
order to enhance their performance so that they can get a possibilities.
Risk Plan
There are various factors which create several risk factors for the restaurant and at as
a major risk which create impact on the organisation and their activities )(Dah mane and Baba,

2017. There are few strategies which are adopted by the organisation in order to overcome the
risk factors from the company.
Pricing of products The pricing strategies of the
products and services that are
provided by the organisation
carried out several higher
risk which create impact on
the taste of the consumer and
directly impact on the
profitability of the company.
It is very important for the
company to analyse their
competitors in order to adopt
and identify the pricing
strategies of their competitive
so that they can get more
competitive advantages and
set their price accordingly so
that they can get more
profitability.
High competition Due to high competition
level in the Marketplace it
create huge impact on the
company and create several
risk factors for the
organisation
It is very important for the
organisation to adopt
strategies in order to attract
and grab more opportunities
that support them to get more
competitive advantages.
Sales and marketing strategy
It is very important for the organisation in order to operate their business in a very
appropriate manner. In context of the chosen restaurant the appropriate sales and the market
strategies in order to overcome the threats of COVID 19 pandemic threats and problems
which are adopted by the company are mentioned below:
Objectives
 to enhance their market share by 30% upcoming next six months
 To increase their sales by 60% in 3 months using several amended strategies
There are four P's of marketing mix that help the organisation to set the marketing strategies
in order to get more competitive advantages. The four P's of marketing mix which includes
product price place promotion.
 Product services that are provided by the company so that they can improvised their
capability and efficiency in order to overcome the threat.

 Price the organisation is going to Target high class and Middle Class consumer so that
they can moderate their pricing strategies accordingly
 Place it is very important for the organisation to choose appropriate location for their
restaurant in order to attract more consumer towards their location.
 Promotion the organisation are going to use several digital marketing strategies in
order to promote their products and services so that they can get more opportunities.
STP APPROACH
Segmentation targeting and positioning approach at the process which help the
organisation to implement and execute several strategies marketing plan so that they can
improve their sales and product and services which are offered by the organisation.
 Segmentation this is the first initial steps which is associated to separating and
dividing the Marketplace in a very small portion in order to implement the marketing
strategy in a very appropriate manner so that they can accomplish the goals and
objectives)(Januário, 2016).
 Targeting it is also very important step in this it help the organisation to target their
appropriate consumer on the basis of their requirements and need so that they can
meet with their requirements and achieve more success for their future)(Fayolle, 2018.
 Positioning this is the last step which is associated to positioning their product and
services in order to implement their strategies according to the segmented sections
From the above mentioned it can be analysed that there are several factors which are
associated to the organisation in order to enhance their sales and marketing strategies in order
to get success and overcome the threat OF COVID 19 pandemic.
Financial Plans
Financial plans plants which are adopted by the entrepreneur in order to overcome the
threat of COVID-19 and established a planning according to their resources that support the
organisation to operate their business in a very appropriate manner. The financial plan for the
chosen organisation are mentioned below:
SEGMENTS ESTIMATED COST
Operational cost £200
Human resources cost £100
Transportation cost £250

Raw material cost £250
Maintenance cost £260
TOTAL £ 1060
The total cost that is evaluated by the entrepreneur in order to operate their restaurant in
London is pound 1060.
There are several sources of funds which are adopted by the organisation in order to establish
their restaurant which are mentioned below
Self-investment in which the funds which are used by the company includes Savings and
investment
Loan from Bank that support the organisation to get loan from the bank on the basis of
monthly interest
Angel investors help the organisation to establish their business by helping through capital
investment
Team management there are various kinds of activities that are important for the company to
monitor them in order to in hence their productivity and operate their business in a very
appropriate manner. There are a few responsibilities which are required for the company to
monitor and control them and that are mentioned below
Supply chain management it is very important for the managers of the organisation to
monitor the flow of supply chain management in order to attain the customer satisfaction and
overcome the threats of COVID 19 pandemic threats)(Geissdoerfer, Savaget and Evans, 2017.
Cash management it is also required for the organisation to keep track of their cash
transaction because it support them to evaluate the sales and profit margin of the organisation
in order to take appropriate measures
Management of raw materials it is very important for the company to manage the influence
outflow of their raw materials in order to manage their product which is used by the
restaurants. As due to lockdown it is become much difficult for the company to manage the
inflow and outflow of the raw material because of COVID 19 pandemic(WARD, 2016).

CONCLUSION
From the above mentioned report it has been concluded that it is very important for
the organisation to enhance their skills and a doctor new strategies so that they can overcome
the factors and threats from their organisation. Now days there are several factors which have
seen by the organisation which associated to the COVID-19 pandemic. This report explains
about the several market analysis techniques that help the organisation to overcome the
impacts of the COVID-19 pandemic from the organisation and get more competitive
advantages. This report also explains about the several strategies which are planned by the
organisation in order to overcome the uncertainty factors and problems of the COVID-19
pandemic which creates huge impact on the organisation and on their brand image. Therefore
he strategy support the company to overcome the threats and create brand awareness in the
market place in order to generate higher revenues profit by using amended planning and
strategies