This report details the business plan for Scoops & Smiles, an ice cream parlour launched in Kensington, West London. It outlines the business type (partnership), unique selling proposition (innovative ice cream flavors and packaging), and market research within the UK's ice cream industry. The report analyzes the application of the 4Ps (Place, Products, Price, Promotion), detailing the chosen location, product range including fusion ice creams, pricing strategies (penetration, premium, and value-based), and promotion through social media. It also covers staffing details, including the roles of the manager and zero-hour contract workers, and the target customer segment (millennials). Finally, the report discusses potential expansion routes for Scoops & Smiles, such as licensing, franchising, and joint ventures, to increase sales and market reach. This business plan provides a comprehensive overview of the venture's strategies and future prospects in the competitive ice cream market.