Business Plan: Healthy Farm Restaurant - Idea, Market Analysis UK

This report outlines a business plan for a new restaurant venture called "Healthy Farm Restaurant" in the UK, focusing on providing healthy and organic food options. It details the business idea, including a menu of healthy brunch items and a focus on creating Instagrammable moments. The report applies Porter's generic strategies, specifically differentiation, to gain a competitive advantage. Market analysis includes STP (Segmentation, Targeting, and Positioning) to identify and target health-conscious customers. Industry analysis utilizes Porter's Five Forces to assess the competitive landscape. The report also includes operational details, a SWOT analysis, and financial requirements, concluding that a well-structured business plan is crucial for achieving organizational goals and customer satisfaction.

Business idea about a
restaurant
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Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
The business idea........................................................................................................................3
Porter generic strategy.................................................................................................................3
Task 2 ..............................................................................................................................................4
Market Analysis..........................................................................................................................4
Industry Analysis........................................................................................................................5
Operations Detail........................................................................................................................6
SWOT Analysis..........................................................................................................................6
Financial Requirements...............................................................................................................7
Conclusion.......................................................................................................................................8
References .......................................................................................................................................9
Books and journals......................................................................................................................9
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Introduction
Business plan is refers to the the formal written document which consist of company
goals and objectives and it includes the methods which helps in achievement of organisational
goals and objectives. Further, it is a time frame in order to achieve organisational goals and
objectives (Rogerson, and Rogerson, 2021). This report covers introduction of the new business
that is restaurants that helps in targeting customers and helps in making profits and revenue. The
new business venture within this report is named as “Healthy Farm restaurants”. Further, this
report covers details of the new start-ups, macro environment analysis, market and industry
analysis, SWOT analysis, operational plan to complete this report.
Task 1
The business idea
The business idea of the current report is to make a restaurant which named as “”Healthy
farm restaurant”. It is operated in UK and also provide healthy and organic food products to the
customers. It will serves tasty plates of food with having wonderful coffee. It will also having
organic and healthy brunch menu which includes buckwheat pancakes, acai bowl which is most
popular. Also, it will include certain healthy food like special and healthy sandwiches, superfood
salad and rose lattes. This will includes skilled workers and high quality efficient chiefs. Also it
includes take away facility and online laundry service and sharing information and news
applications. The most important thing which they innovate is to create instagrammable
moments. This is being shared by customer and the company as well.
Porter generic strategy
This is a strategy which consisting of three approaches and also it helps the organisation
in gaining competitive advantage among organisation. These three approaches are mentioned
below :
 Cost leadership : It is the first strategy which can be used by many of the organisation.
In this strategy, company starts reducing its cost while charging industry average prices
in order to gain more profits (Barrett, 2021). on the next hand, in this market prices are
charged lower prices and this helps in making reasonable profits on each of the sale
because of the reduced cost.
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 Differentiation : This is a strategy which involves more innovation, research and
development in the product and services. Further, it includes ability to deliver the high
quality. In this organisation make different products and services which cannot made by
their competitors. In relation with the Healthy Farm restaurant, they are using this
strategy in order to provide healthy and organic food menu to the organisation.
 Focus strategy : This is the last strategy in which organization focus on only one strategy
whether it is cost leaderships or differentiation (Galbraith, and Price, 2021). Further, this
helps in focusing on any of the method and helps the organisation in achieving
competitive advantage among their competitors.
Task 2
Market Analysis
STP is the approach which can use to identify the most valuable market segments and it
helps in selling of the product successfully with having careful targeted products and the
marketing (Applanaidu, Kang, and Bakar, 2021). It includes three approaches Segmentation,
Targeting and Positioning of the products and services.
Segmentation: It is the market segmentation which divides customers into the groups
having similar needs and demands. This is cost effectively and creates huge advantage for the
organisation. In relation with the Healthy Farm restaurant, they will segments people into various
age groups such as teenage, adults and old people. Further, they see their lifestyle and values and
divide according to that. This will help them in achievement of the organisational goals and
objectives and segmentation their groups according to the food menu which is being liked by
which age group people.
Targeting : This is the targeting of customers according to the age group and taste they
like (Santucci, 2021). The target market for the Healthy Farm restaurant will be health conscious
people, active people, people having special diets and weight conscious people. As by this
company will be able to attract them towards their brand and develops profitability. By having
gluten free diets, vegan diet and low carb diet, they could attract diet conscious people.
Positioning: The positing of the products will be in a form of diet conscious people. The
food prepared in Healthy Farm restaurant will be made by using organic ingredient, which
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includes no colouring, no preservatives etc. also, on the next hand, restaurants decides to position
and post their advertisements on social media in order to reach large customer base.
Industry Analysis
Porter's five forces analysis: It is a model which includes different forces within an
industry. The porter five forces of Healthy Farm restaurant is mentioned below :
 Bargaining power of buyers : These are the customers who are ready to pay the prices
of a particular products or service which company is providing. It depends on the
customer switching power from one company to another (Cong, Zhao, and Gong, 2021).
For the present Healthy Farm restaurant, the bargaining power of buyer is moderate
because now a days healthy diet are more preferable and also it consist of certain
competitors as well in UK.
 Bargaining power of suppliers : Suppliers are the one who impacts the organisation
cost. It is depending on the material size, uniqueness and the switching cost. The Healthy
Farm restaurant is having low bargaining power of suppliers because company is having
limited suppliers and they are having unique chefs as well.
 Threats of substitutes : Restaurant is high threat of substitutes products because there
are certain competitors of restaurant within UK and it will impact the business operation
as well. For that company should have to develop more quality in their products and food
menu in order to attract customers. There are various competitors of restaurant who are
also providing same food menu which company is providing. For this they have to build
unique and innovative product of food which brings healthy diet to the customers
(Narciso, and Fonte, 2021).
 Threats of new entrants : Now a days, every organisation is going forwards to become
healthy and diet conscious,. So they are shifting and entering into this industry. So, the
threats of new entrants is high because when companies are entering into this market,
then there will be more competitors of Healthy Farm restaurant and this resulting in
having more threats. Further, there are not more restrictions to be enter into this industry.
 Rivalry inside industry: There are certain restaurants which are coming in the market
and they are already existing in the healthy food. So, these can create a high rivalry inside
industry (Bhargava, 2021). Some of the main competitors of Healthy Farm restaurant in
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UK are Duke of Cambridge, Natural kitchen, Manna, The hive etc. these are bringing
organic dishes to the customer just like the present restaurant.
Operations Detail
 Products of restaurant: The products in which restaurant deals is providing healthy and
organic dishes. These will helps in providing healthy dietary to the customers and it will
be resulting in achieving company goals and objectives. They are providing plant based
dishes which nourish from the inside out. IT will be sugar free products dishes and also it
is being twist on the classic (Ferdous, and Mim, 2021). They are providing brunch menu
which includes buckwheat pancakes, acai bowl etc. then they are making instagrammable
moments with the customers.
 Location of restaurant: The Healthy Farm restaurant is located in UK which is located
at very attractive area in which generally public works. Also, it is providing take away
facility in which a person can order from online website and through their application as
well. The links of the transportation for the home delivery will be bikes and two vehicles
and buses.
 External considerations: Restaurant is considering certain legal consideration which is
used at a time of making business decisions and running business in right way. It ensures
the food will be of high quality and their organic products will be used to prepare a food
in order to provide it to the customer and which can provide them nutrition.
 Suppliers of restaurant: Supplier play most essential role in providing high quality of
food products to the customers. They are providing manufacturer at the affordable prices
and distributors in order to resale their products (Soderstrom, and Heinze, 2021). It is
maintaining strong relationship with their suppliers and resulting in providing high
quality of healthy dishes to the customer at reasonable prices.
SWOT Analysis
SWOT analysis is the another model which helps in analysing company strength,
weakness, opportunities and threats in order to evaluate the business competitive advantage
within the market. It is to make a strategic plan regarding company resources and analysing
internal and external forces which can impact the business environmental and its operations.
 Strength : The main strength of Healthy Farm restaurant is that this provides healthy and
organic food dishes to the customers that mostly include veggies and rich in minerals,
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sufficient nutrition (Hambira, and Kolawole, 2021). These helps in attracting more
customers and developing profitability. Further, they are having reasonable cost which
results in maintaining food dishes. Further, restaurant will be doing its online restaurants
which will attract more customers.
 Weaknesses: The main weaknesses of this restaurant is that it is not having enough
customer base and foundation which is impacting their sales and profitability both. On
the next hand, it concentrate on sustainability which becomes hard for company to
measure carbon footprints of the guest and customer coming there. Also, it is having lack
of brand reputation within a market.
 Opportunities: As now a days people are shifting towards being health conscious after
covid 19 pandemic in order to stay away from any type of disease (Draper, 2021). So,
this become an opportunity for the restaurant to be settle into the market. The next is that
government is also supporting health and organic restaurant which is develops more
profitability for businesses.
 Threats: The Major threat for the restaurant is that there is more competition in market
of UK. Some of the competitors are mentioned above are impacting the business
operations and also technological changes can affect their operation because modern
technologies take less time to prepare food as compared to traditional ones.
Financial Requirements
Start up cost
Start-up expenses In £
Legal 1,000
Plants 1,500
Pamphlets 5,000
Consultants 15,000
Insurance 250
Rent 500
R&D 1,000
Technology 3,500
Other 6,000
Total 33,750
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Start-up assets needed
Cost Balance on starting data 494,000
Other shirt-term assets 5,000
Total Short term assets 499,000
Long-term assets 0
Total Assets 499,000
Total requirements 532,750
Conclusion
From the above, it is concluded that business plan helps in making new process and
strategies used in the organisation and achievement of the organisational goals and objectives. It
is important part of the company in order to enhance their profitability and customer base within
working environment. Further, mangers should also establish the market condition and analyse
the industry analysis which could helps in achieving the goals and objectives and achieving
customer satisfaction.
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References
Books and journals
Applanaidu, S.D., Kang, C.Y., Chik, A.R., Adzis, A.A. and Bakar, J.A., 2021. THE EFFECTS
OF SOCIO-ECONOMIC FACTORS ON MALAYSIAN DEMAND PATTERN: AN
ANALYSIS ON THE CONSUMER PRICE INDEX ITEMS. Review of International
Geographical Education Online, 11(10), pp.449-461.
Barrett, C.B., 2021. Overcoming global food security challenges through science and solidarity.
American Journal of Agricultural Economics, 103(2), pp.422-447.
Bhargava, M., 2021. Effect on customers' perceptions of dining experiences due to the
promotion of sustainability practices: A qualitative content analysis of user-generated
online restaurant reviews in Auckland, New Zealand (Doctoral dissertation, Auckland
University of Technology).
Cong, N., Zhao, A. and Gong, P., 2021. Food Delivery Platform: A potential tool for monitoring
the food environment and mitigating overweight/obesity in China. Frontiers in
Nutrition, 8, p.455.
Draper, C.L., 2021. Exploring the Feasibility of Partnerships between Public Libraries and the
SNAP-Ed Program. Public Library Quarterly, pp.1-17.
Ferdous, M.A. and Mim, S., 2021. Factors Influencing Customers Satisfaction in Hospitality
Industry: Fine Dining Restaurants.
Galbraith, K. and Price, A., 2021. 9. The Future. In The Great Texas Wind Rush (pp. 153-159).
University of Texas Press.
Hambira, W.L. and Kolawole, O.D., 2021. Botswana stock exchange listed companies and
sustainable water demand management. Physics and Chemistry of the Earth, Parts
A/B/C, p.103078.
Narciso, A. and Fonte, M., 2021. Making farm-to-fork front-of-the-pack: labelling a sustainable
European diet. The International Journal of Sociology of Agriculture and Food, 27(1),
pp.54-70.
Pius, T., Mbina, S.A. and Tamale, A., 2021. Microbial Assessment and Sources for
Contamination of Unpackaged Fruit Juice Served in Restaurants of Bushenyi-Ishaka
Municipality Western Uganda. Open Access Library Journal, 8(11), pp.1-13.
Rogerson, C.M. and Rogerson, J.M., 2021. Creative networks and the making of Africa’s first
UNESCO creative city of gastronomy. In Urban Tourism in the Global South (pp. 239-
266). Springer, Cham.
Santucci, F.M., Original Paper The Diversification of Agriculture in Italy: Agritourism and
Organic Management.
Soderstrom, S.B. and Heinze, K.L., 2021. From paradoxical thinking to practicing sustainable
business: the role of a business collective organization in supporting entrepreneurs.
Organization & Environment, 34(1), pp.74-98.
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