Liverpool, UK: Harvey's Restaurant Business Plan and Setup Report

This report details the establishment of a small restaurant business named "Harvey's" in Liverpool, UK. It outlines the business's operational framework, including industry analysis (service industry), location strategy (near Britannia Vaults), and target customers (health-conscious individuals aged 16-60). The report covers market research methodologies, including primary (surveys, interviews), secondary (internet, journals), qualitative (focus groups), and quantitative research (revenue statistics). It addresses ethical dilemmas, such as employee treatment, and emphasizes compliance with equality and diversity laws. The report also explains accounting principles (assets, liabilities, gains, expenses) and emphasizes the importance of cash flow management for financial stability. Overall, the report provides a comprehensive overview of setting up and managing a successful restaurant business, focusing on ethical practices and financial sustainability.

SETTING UP A
SMALL BUSINESS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Setting Up of The Restaurant......................................................................................................3
Visual Identity of Harvey's..........................................................................................................4
Values of Harvey's......................................................................................................................5
TASK 2............................................................................................................................................5
Primary Research........................................................................................................................5
Secondary Research....................................................................................................................6
Qualitative Research...................................................................................................................6
Quantitative Research.................................................................................................................6
TASK 3............................................................................................................................................7
Ethical Dilemma of Harvey's......................................................................................................7
TASK 4............................................................................................................................................8
Rights and Laws for Harvey's Employees..................................................................................8
TASK 5............................................................................................................................................9
Accounting Principles for Harvey's............................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Business refers to any commercial activity that helps individuals or organisations to
generate money. It is a quite complex activity to set up a business and run it to ensure its long
term sustainability and growth in the market (Burns, 2016). The following project is based
setting up a small restaurant business by the name of “Harvey's” in Liverpool, England, United
Kingdom. It covers a detailed summary on how the restaurant would operate, the research that
would be conducted to set the business up and how it would deal with ethical dilemmas. It also
includes its compliance with equality and diversity laws and description of restaurant's gains,
expenses, liabilities and assets.
TASK 1
Setting Up of The Restaurant
Any new business venture requires a framework upon which it is set up and carry out its
duties and responsibilities through which it earns profit, gain customer loyalty and ensure
benefits to the society. As per the scenario, the name of the restaurant would be “Harvey's”.
They ways in which it would operate in the UK market is described below: Industry: Before the actual set up, it is imperative as well as convenient to determine
under what industry will the business operate. Harvey's would be a mainstream restaurant
and would serve under Service Industry in the United Kingdom. Location: The restaurant must be situated in a place where it gains maximum attention of
people. Since Liverpool is the home-town of the band 'The Beatles', the most prime
location for Harvey's would be near Britannia Vaults, Albert Dock where the biggest
exhibition of the band is situated (Top Liverpool Attractions, 2019). Target Customers: There has been a significant rise in tourism activities in the UK and
majorly in Liverpool. Moreover, with more adoption of healthy lifestyles, the target
customers of Harvey's would be general population of age 16-60 with income more than
£1,000 per month. In addition, the restaurant would focus on individuals who are loyal in
consuming healthy products and maintaining a clean way of living.
 Business Model: For making a business successful, it is crucial that focus of the business
apart from earning profit is to address the issues affecting the people to contribute in
betterment of the society. With rising obesity in the country as well as inclination towards

healthy living, Harvey's would provide healthy food items, rich in nutrition and vitamins.
Furthermore, the food items and beverages would also emphasize on the protein
requirements of individuals after workouts to help them fulfil their diet necessities.
Visual Identity of Harvey's
Every business has a unique brand and identity which notifies customers of its operations
and agenda of its establishment (Goffee and Scase, 2015). For Harvey's too, it is important that
its brand image clearly help customers to acknowledge the agenda of the restaurant. Its logo must
clearly identify its ideology and the kind of service it would provide to the public. In Harvey's
case, entrepreneur is required to extensive research to design its logo that effectively serve the
purpose. To achieve this, Harvey's would draw inspiration from NOSH, which is an organisation
covering entrepreneurial packaged food firms and services.
(Source: NOSH Logo, 2019)
Illustration 1: NOSH Logo

As seen in the logo, it clearly determines the ideology of NOSH behind its business
operations. Similar should be the case with Harvey's when it comes to developing a visual
identity for the restaurant.
Values of Harvey's
Every organisation must have certain beliefs and values upon which it would base its
business operations to ensure ethical running of business (Burns and Dewhurst, 2016). As a
business the values that would be promoted by Harvey's are described below: Social Values: These values are the ones which ensure ethical and beneficial services for
society. Harvey's would comply with equality and diversity while hiring employees for
the restaurant. A share of its profits will be contributed in charities and old age homes as
well as for health and social care organisations. Furthermore, Its products would provide
health benefits and rich diet to customers at a reasonable and affordable price range.
 Environmental Values: Organic fruits and vegetables would be used to produce food
items for its customers. Along with this, Harvey's would not include food items which
involves activities like animal poaching. An effective waste management system would
also be employed by the entrepreneur to prevent food waste and effective recycling of
resources.
TASK 2
Market Research is a method used by organisations to analyse the market and effectively
identify the opportunities that would help the firm in sustaining longer in the market. Small
businesses are required to conduct market research to determine wants, needs and preferences of
customers through which they could develop strategies for their business (Isaak, 2016).
Harvey's could use few research methods to analyse the market for its business which are
mentioned below:
Primary Research
This research type refers to the first-hand research that would be performed by
entrepreneur of Harvey's. This would help in determining the needs and preferences of customers
in the marketplace. The most effective techniques that could be used by the entrepreneur are
surveys, interviews and questionnaires to conduct primary research effectively. This would help

the firm in determining appropriate customer markets, effective factors that could influence their
buying decisions and current market trends.
Secondary Research
The second-hand information that could be used by Harvey's entrepreneur would sum up
under secondary research (Klandt, 2015). This information could be beneficial in case
entrepreneur needs to find out the best promotional and advertising techniques that could best
serve the purpose. For this, the most effective techniques for Harvey's are internet, journals,
magazines and so forth. Effective website researches and reports from financial institutions
would help Harvey's in adopting methods of advertising and effective ways to generate fund.
Qualitative Research
This is aimed at gathering customer attitudes and views. Entrepreneur of Harvey's could
conduct its research by focus groups, reviewing competitors to understand their service practices
and observation of customers habits and buying patterns. It would allow the firm to understand
socialism and customer ideology.
Quantitative Research
This research covers the information that could be presented under numerical terms.
Statistics is one of the most effective method by which entrepreneur could determine information
about the numerical and financial facet of the market they wish to establish Harvey's in
(Kautonen, van Gelderen and Fink, 2015). One such statistic is presented below:

(Source: Revenue of restaurant and mobile food services in the United Kingdom from 2008 to
2020 (in million U.S. Dollars), 2019 )
As per the graph, the revenue of service industry is likely to be favourable for Harvey's
for the coming few years. Such research would give a heads up to the firm to establish its
business under this industry and would measure its profitability effectively.
TASK 3
Ethical Dilemma of Harvey's
It is quite crucial for an organisation to resolve ethical dilemmas to ensure an ethical and
encouraging environment in the organisation. Ethical decisions would allow the company to
build trust in the employees and secure their long term engagement with the firm (Piperopoulos
and Dimov, 2015). In case of Harvey's, the solution for its ethical dilemma of being promoted by
the website that ill-treats its employees would be to not associate itself with such a company. The
reason for this would be to keep the employees motivated and assure their well being before
Illustration 2: Revenue of restaurant and mobile food services in the United Kingdom from 2008
to 2020 (in million U.S. dollars)

anything else. Association with such a website would cause demotivation and mistrust in the
staff members that is not good for the firm. Disassociation with such a website would also help
the firm fulfil its social values which involved compliance with equality and diversity for the
employees.
In 2018, a Multi-national company like Google paid an amount of £4,000 for a racial
discrimination case against the company in the UK. Almost 20,000 employees walked out of
Google after witnessing cases of discrimination and harassment which forced it to change its
internal rules (Google reportedly paid £4,000 to settle a racial discrimination lawsuit in the UK,
2018.). Such cases could be an evidence for Harvey's to adopt ethical practices as well as
associate itself with firms promoting the same values.
TASK 4
Rights and Laws for Harvey's Employees
Harvey's road to success would require the restaurant to effectively comply with the
employment legislations and give effective rights to the employees for their better commitment
and better service quality. Employees working at zero-hour basis are the ones who are casually
arranged by employees to carry out specific tasks for the entrepreneur and there is no obligation
to provide any minimum working hours to the employees and similarly, there is no legal
obligation from the employee to accept any offered work.
Equality and Diversity Law:
While hiring employees, it is imperative that Harvey's comply with Equality and
Diversity Law while choosing applicants. It can do so by setting up skills, competence and
experience as a criteria for setting up the pay scale. Another manner in which Harvey's could
effectively comply with this law is that it could describe equal opportunity for each candidate
regardless of their race or gender in their job advertisements.
Rights of Employees:
The new employees of Harvey's employed on zero-hour contracts have certain rights that
are bound to be given by the entrepreneur to ensure their long-term association with the
company. These rights are mentioned below:
 These employees must be be secured from any kind of discrimination in the workplace.

 Zero-Hour Contract employees are entitled to receiving national minimum wage for their
work.
 They are also eligible for few rest breaks and paid leaves during their employment period
in Harvey's
TASK 5
Accounting Principles for Harvey's
Harvey's, in order to effectively succeed must determine basic accounting terminologies
that help the firm in getting a brief understanding of its financial and accounting resources. Some
of these resources are mentioned below: Assets: These could be referred to as the tangible belongings of an organisation. These
resources are owned by the company. The assets of Harvey's are described below:
▪ Cash and Equivalents: One of the most important asset of the firm is cash. In
addition to this, cash equivalents are also considered as crucial items and involves
assets that could be liquidated by Harvey's on a short notice like marketable
securities.
▪ Inventory: All the money spent on raw material, WIP goods as well as finished
products are inventory. Harvey's use this as it reports cost of products sold and in
income statements. Liabilities: Obligation of an organisation are termed as Liabilities. These are those
amounts that the company owes to external entities. Some of the Liabilities of Harvey's
are:
▪ Debts: These are the amount that Harvey's owner owes the market. These could
be described as a short and long term debts depending on their maturity period.
▪ Accounts Payable: The amount which Harvey's owes to the suppliers for their
services and credit purchases are known as accounts payable. Gains: These are the values for Harvey's which are generated through sales of
restaurant's confectionery items. Other source through which the firm could gain value is
entrepreneur's investments in market (Bell, Bryman and Harley, 2018).

 Expenses: The amount spent by Harvey's entrepreneur for production and distribution of
food items, administration expenses, interests and so forth would be considered as
expenses for the firm.
To effectively manage their budget of £20,000 and to avoid any kind of problems in the
future, it is imperative that Harvey's adopt cash flow as a method to regulate and track their
financial resources.
CONCLUSION
Thus, it is concluded from the report that setting up a small business requires effective
steps to be taken by the entrepreneur. It is required that a operations of the firm be summarised
and visual identity be decided along with the values promoted y the firm. It is equally important
for the owner to conduct researches that help the entrepreneur analyse the marketplace
effectively. Ethical dilemmas must be effectively resolved and the firm must comply with
equality and diversity law and provide effective rights to the employees. Lastly, the firm must
determine it accounting resources and ways to avoid cash flow problem to ensure its long term
sustainability.

REFERENCES
Books and Journals
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan
International Higher Education.
Burns, P., 2016. Entrepreneurship and small business. Palgrave Macmillan Limited.
Goffee, R. and Scase, R., 2015. Corporate Realities (Routledge Revivals): The Dynamics of
Large and Small Organisations. Routledge.
Isaak, R., 2016. The making of the ecopreneur. In Making Ecopreneurs (pp. 63-78). Routledge.
Kautonen, T., van Gelderen, M. and Fink, M., 2015. Robustness of the theory of planned
behavior in predicting entrepreneurial intentions and actions. Entrepreneurship Theory
and Practice. 39(3). pp.655-674.
Klandt, H., 2015. Trends in small business start-up in West Germany. Entrepreneurship in
Europe (Routledge Revivals): The Social Processes. p.26.
Piperopoulos, P. and Dimov, D., 2015. Burst bubbles or build steam? Entrepreneurship
education, entrepreneurial self‐efficacy, and entrepreneurial intentions. Journal of Small
Business Management. 53(4). pp.970-985.
Online
Google reportedly paid £4,000 to settle a racial discrimination lawsuit in the UK. 2018.
[Online]. Available
through:<https://www.telegraph.co.uk/technology/2018/11/26/google-reportedly-paid-
4000-settle-racial-discrimination-lawsuit/>
Top Liverpool Attractions. 2019. [Online]. Available
through:<https://www.visitacity.com/en/liverpool/attraction-by-type/all?
attractionsCategory=top-attractions/>