Healthy Diet Restaurant: Comprehensive Business Development Plan

This document outlines a comprehensive business plan for Healthy Diet Restaurant, a UK-based establishment specializing in avocado-based products tailored for diabetic and obese individuals. The plan encompasses various critical aspects of the business, including its objectives, customer value proposition (analyzed through a Customer Value Proposition Canvas), and a lean business model (using a Lean Business Model Canvas). It details the restaurant's development, marketing, and operational strategies, along with a technical and IT plan, a human resource and organizational plan, and a financial plan. The marketing plan covers the seven key elements of the marketing mix, including product, place, price, promotion, physical evidence, people, and process. The operational plan focuses on day-to-day activities, timelines, and responsibilities. The technical solution and IT plan address technology adoption, and the human resource plan emphasizes recruitment. The financial plan includes revenue streams and cost structures. The plan aims to establish the restaurant's brand and achieve its objectives, including increasing sales, improving profit margins, and creating health awareness within the target demographic.

ENTREPRENEURIAL
DEVELOPMENT

Table of Contents
INTRODUCTION......................................................................................................................3
Business Objectives...............................................................................................................3
Customer Value Proposition Canvas.....................................................................................4
Lean business model Canvas.................................................................................................5
Development Plan..................................................................................................................6
Marketing Plan.......................................................................................................................6
Operational Plan.....................................................................................................................8
Technical Solution and IT Plan..............................................................................................9
Human Resource and Organization Plan...............................................................................9
Financial Plan.......................................................................................................................10
Future development and changes in direction......................................................................10
Summary..............................................................................................................................10
REFERENCES.........................................................................................................................11
Appendix 1...............................................................................................................................12
APPENDIX 2...........................................................................................................................17
Financial plan.......................................................................................................................17

INTRODUCTION
The name of a business is Healthy Diet Restaurant which is a small restaurant of UK
who provide variety of Avocado product that is suitable for diabetic patients and obese
people. This lean start up business is mainly open to provide healthy food to all the patients
because there are lot of people who suffer from obesity and thus, introducing healthy diet to
the customers will help them to keep fit and fine. This unique concept is offered only in
Healthy Diet Restaurant as per analyzing the need of customers, even the offered product are
reasonable in cost and it is consume by all age people because there are no side effects of
Avocado product.
Though the target customer of the business are diabetic patient and obese people
because they need to take care of their diet and the specialty of the offered product is spicy in
taste and there is no negative health effect of eating. That is why, the business will sustain the
brand image at international level and also cause positive impact upon customer’s health too.
Business Objectives
 The objective of a business to focus upon the health of obese people because there are
around 63% of the people obese and offering product made up of Avocado will help
to creates health awareness. This in turn leads to sustain the goodwill in next two
years and people start consuming things frequently.
 Healthy Diet Restaurant main objective is to increase the sales up to 60% within next
3 years by adding new healthy dietary food in its premises in order to attract the range
of people towards it.
 The profit margin for the company is increased up to 15% in every year as in first
year, company needs extra amount which will further decreases in next few years
after sustaining the goodwill. This will help to grow the business and sustain the
brand image at international level because it is Unique Selling point.

Customer Value Proposition Canvas
Customer value proposition canvas is help to make sure that product and service
positioned around the customer values as well as their needs and this also assist to examine
the benefit which customer get after purchasing the product. Such that as per Customer
profile, the biggestgain(benefit) which the customer get from Healthy Diet Restaurant is high
quality product with positive ambience and different offers to regular customer and first five
customer will get 20% off on their orders. This benefits will help the customers to get various
advantage while on the other side, pain covers under customer profile are negative experience
from other customer, low attention and no exit strategy developed during the time of
emergency. Further as per the customer job,which include different task and problem which
employees deal with. Thus, customers are segment under social and functional perspective.
Like, as per the social restaurant have a sense of duty and reputation which means company
is respect their customers (MohdSatar, Dastane and Ma’arif, 2019). While as per functional
perspective, quoted restaurant analyze that the key people are obese and diabetic patients.
On the other side, another part of the value proposition model is Value Map in which
three key point describe the thing in better manner such as Gain creator which refers to how
the product and service creates customer gains and also added values to customers and in this
situation, company focus on sustainability in which it do not uses those product which cause
harm to environment and provide free membership to their customers, while adhere to ethical

concern as well. As per the Pain Relievers, company keep conducing survey in order to
determine the need of customer and add the things accordingly and within years, company
start offering online product so that it reach range of customers. Last is Product and Service,
and Healthy Diet Restaurant offer especially Avocado product i.e. Shrimp Stuffed Avocado
and Bacon Avocado Fries, also offer hygienic place in order to serve the people and provide
best service as well.
Thus, it is analyzed from the model that each point is ranked the firm at top and also
keep adding new things into its premises in order to address the pain from customer profile
(Payne, Frow and Eggert 2017). Also, start taking feedback from the customer in order to
understand the things in better manner and add the same within a working area to sustain the
goodwill.
Lean business model Canvas

Business canvas model is actually used to determine and visualize all building block
which include customer, route of market and value proposition. Thus it assist to illustrate
what business does with whom and resources required in order to meet the define aim of a
business. As per the above image it is analyzed that Healthy Diet Restaurant key partners are
farmers and other medium restaurants, while its key activities are managing inventory and
customer service that. On the other side, the key resources are advertisement and human
resource who assist the company to meet the define aim and channels are social media and
website (Keane,Cormican and Sheahan, 2018). The customer relationship strategy is also
shows that it focus upon the customer service and tries to develop friendly and closely
customer relationship between each customers so that they meet the define aim and also
sustain the brand image of the firm as well.
Moreover, the model also shows that customers are segment into two parts i.e. obese
people and diabetic patient because they need healthy diet as compared to normal individual
and it also offer the product to normal people in order to provide them healthy diet. Further,
the cost structure of the model is also reflected that, company has to bear advertisement
expenses and wages to employees, rent and other miscellaneous expenses in the first year.
Rest of the year, the amount will be decrease because customer visit the place with the helpof
word of mouth. Apart from this sales of Avocado product is the only means of revenue
stream and thus it is analyzed that opening a lean start up at medium scale will do not require
enough amount to invest. So with the help of the model, entrepreneur address the specific risk
and also acquire more information related to their competitor and this in turn leads to sustain
the brand image at international level.
In the same way, Healthy Diet Restaurant is also conduct primary and secondary
research and then design a business canvas model in a visual representation that help to
creates customer value (Joyce and Paquin, 2016). This, in turn help to reduce the risk of
failure of an entire business because it provides an idea that assist to generate best output for
the company and also position it in better manner by attaining the objectives too.
Development Plan
Marketing Plan
The marketing plan consist of seven key element of marketing mix which help to
evaluate the business activities and these are:

 Product: Health Diet Restaurant provides all variety of product which normally
restaurant provide and except this it provide Avocado product i.e. Shrimp Stuffed
Avocado and Bacon Avocado Fries especially for obese and diabetic people in order
to take care of their health. Place: The restaurant establish in UK after analyzing the competitor situation because
there are more than 63% of adults are obese in UK.
 Price: It uses penetration pricing strategy at initial stage and after some months, it
start using competitive pricing strategy that assist to improve the financial position.
 Promotion: For promoting the business, it uses all form of modern promotional tool
such as social media in which Facebook and Twitter are used that assist to attract

range of customer. Further, it also start posting advertisement in its own website that
assist to let people understand about the new offer by Healthy Diet Restaurant.
 Physical evidence:Restaurant building, online marketing tools and logo are consider
as a physical evidence
 People:The key people are suppliers, customer, employers, owner who creates direct
impact upon the decision making process.
 Process: The process of ordering food is simple and customer also pay amount
through online and offline way.
Operational Plan
The operational plan is a type of plan which provides a clear view that how the business and
the people working in the team and the various departments work in the direction of
attainment of the goals of the business. This operational plan list outs the day to day activities
which need to be undertaken in order to manage the working of the company. This
operational plan includes the strategies which need to be adopted by the company in order to
manage the aim and goal of the business. Further this list out who that is which individual
will going to accomplish the business activities and when and within which timeframe the
work will be completed. In the end the operational plan will list out the financial and other
resources which are going to be used in accomplishment of the objectives of business. Thus,
the operational plan of Healthy Diet Restaurant is as follows-
Objective Performance
indicator
Budget Timeline Responsibility
Sustaining
goodwill in
market
Market share,
number of
consumers
£500 3 months The major responsibility is of
the marketing department
Attracting
large number
of people
Number of
consumer
£600 4 months The marketing department is
responsible for this attainment
of the objective
Increase in the
profit margin
Increase in
sales
£450 3 months Majorly the operational and
sales department is responsible
along with marketing and
research and development
department.

Technical Solution and IT Plan
This is the most essential aspect to be planned within the changing market scenario and it is
very essential for the restaurant. This is due to the reason that when the business operates in
the dynamic and changing business environment then it is very essential for the company to
adapt it for getting a competitive position. For the Healthy Diet Restaurant it is very essential
for the restaurant to keep a view over the latest technology as the restaurant is new and has
come up with a new concept. Thus, if the restaurant will not research and adapt the latest
technology then the company will not get successful. Thus, for this the technical plan for the
Healthy Diet Restaurant is as follows-
The first step in the IT plan and the technical solution is of hiring and recruiting of the person
who is expert in the field of technology and the searching of all the latest trends in the
technological field. This is most essential as this will assist the company in managing the
latest trends and its adaption within the company.
The next step is to research for the trend in depth so that all the details of the technology like
its application, cost of installation, usage, benefits and drawbacks and other related details of
the technology.
The last stage is the implementation of the technology within the business and it is the
responsibility of the person to make sure that the technology is maintained in proper and
effective manner.
Human Resource and Organization Plan
The human resource is the most essential part of the organization and especially in the
restaurant business. This is majorly because of the reason that if the human resource will not
be good and friendly then the consumer will not like coming to the place again. Thus, for this
it is essential for Healthy Diet Restaurant to manage and recruit best candidates. Thus, for
this the plan of the restaurant is as follows-
For the recruitment the restaurant will majorly focus on the online recruitment with help fo
the different job websites. This is majorly because of the reason that this will assist the
restaurant in getting much better choice of candidate to select from.
Another major necessary step is that the major focus must be on communication skill at the
time of selection. This is majorly because of the reason that if the communication skill within
the candidate will not be good then this will not be good and beneficial for restaurant.

Last stage for the restaurant is to provide for the proper training and development
opportunities for the employees working within the company.
In addition to this another major stage is to keep the employees motivated by providing them
with time to time financial and non- financial motivators.
Financial Plan
Covered in appendix 2
Future development and changes in direction
The restaurant Healthy Diet Restaurant is coming up with a newer concept and also the
competition is very high and the trends among the consumer keep on changing. Thus, for this
there is requirement for the restaurant to keep the analysis of the future development in
advance. The major change which can occur in future is that the restaurant needs to expand
its business in the near future. This is major future requirement as if the restaurant will not
grow and develop then it will suffer more loss in its operations. Thus, there is high
requirement for Healthy Diet Restaurant to keep in growing and developing in accordance
with the latest trends and go for global business. Another major future consideration for the
Healthy Diet Restaurant is that if the goodwill of the company increases then it is the
responsibility of the company to maintain and sustain that level and try to develop it. This is
essential because of the reason that if the goodwill of the restaurant will not be managed and
sustained then the company will not be able to manage its operations at good level.
Summary
Through the above, it is summarized that investing in this business is good because
more than half public faces issue related to the health and that is why, introducing a
restaurant with healthy diet product is consider the best lean business in order to creates
health awareness. This product is especially designed for diabetic patients and obese people
so that they take care of their health and also assist to sustain goodwill in localmarket. So, the
biggest advantage of taking loan as a source of finance is such that borrower needs to pay
interest on borrowed amount for first 9 to 15 months and this in turn help the start-up
company to tackle the preliminary expenses and after this tenure, they have to pay amount
with interest which is beneficial for the lender. Another major reason for the people to invest
in the restaurant is that this is a growing concept and this will assist the investor in getting
more returns as this will help the company in getting better result with increase in the sales.

REFERENCES
Books and Journals
Payne, A., Frow, P. and Eggert, A., 2017. The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science. 45(4).pp.467-489.
MohdSatar, N.S., Dastane, O. and Ma’arif, M.Y., 2019. Customer value proposition for E-
commerce: A case study approach. International Journal of Advanced Computer Science
and Applications (IJACSA). 10(2).pp.454-458.
Joyce, A. and Paquin, R.L., 2016. The triple layered business model canvas: A tool to design
more sustainable business models. Journal of cleaner production. 135. pp.1474-1486.
Keane, S.F., Cormican, K.T. and Sheahan, J.N., 2018. Comparing how entrepreneurs and
managers represent the elements of the business model canvas. Journal of Business
Venturing Insights. 9.pp.65-74.

Appendix 1
Market size
Market growth
Customer preference
Primary research is included that determine the choice of customers
Questionnaire

1. How frequently you visit a restaurant?
 Thrice in a week
 Twice in a week
 Once in a week
 Once in a month
2. What factor influence you the most in a restaurant?
 Ambiance
 Quality of products
 Customer service
 All of these
3. What type of food do you prefer?
 Italian
 Mexican
 Dietary food
 Any type
4. Does price matter you while visiting any restaurant?
 Yes
 No
5. Do you like to visit the restaurant who offer new product to you?
 Yes
 No
 Don’t know
Segments

Competitors
Channels

Technologies
Labor market information

APPENDIX 2
Financial plan
Cost structure
Expenses Amount
Employees Wages 15000
Transportation charges 5000
Rent of the Premises 10000
Marketing 6500
Overhead 1000
Legal charges 1500
Repair and maintenance 2000
Administrative cost 3500
Miscellaneous expenses 5500
Total 50000
Sources of finance
Sources
Bank loan
Loan from friends and family
Personal investment
Venture capital
Private equity firms
Issue of shares and debentures
Break even analysis

A Break Even point of a product is 500 and sales price per unit is $100,now let us find
Break Even point in dollars.
Sales Price per Unit $100
Break Even Points in Units 500
Break Even Point in dollars is calculated using the
formula given below
Break Even Point in Dollars = Sales Price per
Unit * Break Even points in Units.
Break Even Point in Dollars
$50,00
0