Advance Diploma: Business Plan for Indiana Restaurant, Melbourne

This document presents a comprehensive business plan for Indiana Restaurant, a proposed 85-seat establishment offering North Indian and Continental cuisine in Flinders Lane, Melbourne. The plan details the restaurant's business structure as a sole proprietorship, its target market focusing on the Indian population and local businesses, and its marketing strategies emphasizing word-of-mouth and newspaper advertisements. The plan outlines the restaurant's vision to become a leading dining choice for Indian food, its goals to attract 100 daily customers, and its financial projections anticipating profitability within the first year with a 10% annual growth rate. Key aspects covered include business details, registration, premises, design, organizational structure, management, innovation, risk management, sustainability, market research, SWOT analysis, advertising, sales objectives, and detailed financial forecasts including profit and loss statements, balance sheets, and cash flow projections. This plan aims to provide a roadmap for the restaurant's success by focusing on quality service, a diverse menu, and effective management strategies.

Running head: ADVANCE DIPLOMA IN HOSPITALITY AND MANAGEMENT
Advance Diploma in Hospitality and Management
Name of the Student
Name of the University
Authors Note
Course ID

1ADVANCE DIPLOMA IN HOSPITALITY AND MANAGEMENT
Business Plan Summary:
Business Name: Indiana Restaurant
Business Structure: Sole Proprietorship
Date Registered: 1st April 2018
Location: Flinders Lane Melbourne
ABN: 111 455 596 456
GST: Registered under GSTR ACT 2000
Relevant Experience of Owner: The owners owns the experience of working in a restaurant
as the restaurant manager.
Products: North Indian and Continental Foods
The Market:
Target Market:
The target market of Indiana Restaurant would be focusing on Indian populations range from
low to middle group income class. The target market for Indiana Restaurant would also
include the local business that are specifically locate inside or outside of the Melbourne park
Marketing Strategies:
Word of Mouth: The owners have the database of current existing customers and would be
relaying on this method of attracting and growing the new business.
Newspaper Advertisement: Indiana restaurant will be using the using newspaper
advertisement to promote the business among the probable customers.
The Future:
Vision Statement:
The vision of Indiana Restaurant is to be become the first choice dining place for Indian
foods in the local bay area and be recognized as the respected company. The vision of the
Indiana Restaurant is to be measured by its customers, its employees and the community the
restaurant is representing.
Goals and Objectives:
The objective of Indiana Restaurant owners is to attract a minimum of around 100 customers
each day for dining purpose during the first year of business. The goal of the business is to
provide its customer with excellent pizza service at the reasonable price and offer customer
with the outstanding customer experience measured in terms of 5 per cent rise in sales every
year.
The Finances:
The company anticipates to remain profitable in the first year of operations with the profits
increasing over the span of four years as the owners of Indiana Restaurant would be
establishing and increasing its customer base. It is anticipated that the business will be
generating profit at a rate of 10% on annual basis.

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Table of Contents
The Business..............................................................................................................................4
Business Details.........................................................................................................................4
Registration Details....................................................................................................................4
Business Premises......................................................................................................................5
Location and specific operations................................................................................................5
Restaurant design.......................................................................................................................6
Organization Chart.....................................................................................................................6
Management & Ownership........................................................................................................7
Key Personnel............................................................................................................................8
Innovation................................................................................................................................10
Insurance..................................................................................................................................12
Risk Management.....................................................................................................................12
Operations................................................................................................................................14
Sustainability Plan....................................................................................................................15
The Market:..............................................................................................................................16
Market Research:.....................................................................................................................16
Market Targets:........................................................................................................................17
Environmental/Industry Analysis:...........................................................................................18
Customers:................................................................................................................................20
S.W.O.T Analysis:...................................................................................................................20
Competitors:.............................................................................................................................22

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Advertising & Sales:................................................................................................................23
Advertising and sales promotion:.............................................................................................23
Sales and marketing objectives................................................................................................24
Unique Selling Position............................................................................................................24
The Future:...............................................................................................................................25
Vision Statement:.....................................................................................................................25
Mission Statement:...................................................................................................................25
Business Objectives:................................................................................................................26
Action Plan:..............................................................................................................................26
The Finance:.............................................................................................................................27
Key Objective and Financial Review:......................................................................................27
Projected Profit and Loss:........................................................................................................28
Assumptions:............................................................................................................................28
Balance Sheet Forecast:...........................................................................................................28
Profit and Loss Forecast:..........................................................................................................29
Expected Cash Flow:................................................................................................................30
Breakeven:................................................................................................................................30
Reference List:.........................................................................................................................31
Appendix:.................................................................................................................................35

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The Business
Business Details
The Indiana Restaurant will essentially be a moderately priced 85-seat restaurant
offering Indian cuisine and family style food as well as service. Fluffy deep fried luchi, puloa,
(fish curry), mutton biriyani, butter chicken, tandoori chicken along with deserts like Mishti
Doi and Sandesh among many others are all there in the menu. The business will also offer
speciality selections counting lighter options along with smaller portions for particularly
children. The restaurant will necessarily be a family owned one and operated by Writo and
Jeff Watson.
Together both the operators have a collective experience of more than 25 years in the
area of restaurant and catering segment. Essentially, the Watsons will necessarily be leasing a
3000 square feet space situated at Flinders Lane, Melbourne. In essence, this site for business
was previously leased as a Continental Restaurant. Nevertheless, this location was previously
used as a space for restaurant and the former tenant eliminated most of the furniture-fixtures
as well as equipment will need to be reinstated. In addition to this, this specific location will
also call for the need of supplementary renovation for updating the lavatories and enhance the
space for tables in particularly the dinner area (Pakroo, 2018). Furthermore, the decor of the
restaurant will also include wood accented chairs together with beautiful tablecloths.
Registration Details
The business registration details reflects that is primarily available for different new
businesses operating as sole trader, company, trust, superannuation funds, partnership can
necessarily make applications for business name. In addition to this, the business also needs
to get an Australian Business Number (ABN) and tax registrations among many others.
Existing business concerns having ABN can apply for tax registrations else wise AUSkey

5ADVANCE DIPLOMA IN HOSPITALITY AND MANAGEMENT
login. ABN is specifically a unique number that permits one to recognize the business to
essentially the government as well as other business. For this purpose, it will be necessary to
provide personal details, business information, associate details, reasons for applications,
business activity details, declaration regarding presentation of true information throughout
the entire application (Burns, 2016). Essentially, business name is particularly a name under
which business can operate. In a bid to ascertain whether a particular business name is
available for the purpose of registration, the Australian Securities & Investments Commission
presents an online database where the availability of the name can be checked (Gartner et al.,
2016).
Business Premises
Location and specific operations
Flinders Lane, Melbourne is the location that is selected for the new concept of Indian
Restaurant. The outlook for this selected location is exceptionally positive and can be
considered as the most progressive development area. In addition to this, several developers
are also infusing huge amounts for specifically commercial, residential as well as retail
development. However, Indiana restaurant can derive benefit from the huge investment and
grant received for restoring and at the same time renovating property (Mullins, 2017). In
addition to this, this market has necessarily been selected as well as examined for the
essential demographics along with retail traffic essential for satisfying the goals established
for acquiring profitability (Dahles & Susilowati, 2015). This area that is necessarily a busy
commercial location has essentially been selected upon a flourishing demographic model and
huge traffic count.

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Restaurant design
Single Level Design Notion: The requirement for total space is around 3000 square feet. In
essence, the Indiana Restaurant will feature a comfortable as well as open model design. In
addition to this, the area for central dining shall necessarily allocate roughly 75 seats, 20
lounge seats together with dining bar having around 12 seats. In all, this restaurant will
arrange for 107 patrons. In addition to this, the operator of the restaurant can also think about
integrating a dinner patio. Furthermore, provisions for zoning, parking together with issues
with accessibility shall be assessed as part of evaluation (Ehrenhard et al., 2017).
Optional/elective patio: Particularly, during the period of busy summer months, different
identified customers of the business that is the Indiana Restaurant can sit outside that is on
patio and the restaurant will offer a unique menu for summer, containing lighter fare, diverse
Indian Exotic food, drinks together with different non-alcoholic offers. The patio of the
Indiana Restaurant is expected to be fun and is said to have a casual atmosphere for the entire
summer crowd.
Organization Chart
The organization chart includes management staff include managers in different
sections (dining, kitchen and staffs). The managers essentially report to owners of the
business (Warren, 2015). There are staffs who are responsible for handling the segments in
the area of cook, waiter as well as cash.

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Figure 1: Figure Representing Organizational Chart
(Source: As Created by Author)
Management & Ownership
The proposed business intends to initiate as a limited liability corporation that is
owned by Writo and Jeff Watson. Writo Watson will necessarily operate as the general
manager as well as executive officer. Again, Jeff Watson operates as the managing director.
The management team of the current business has more than 15 years of experience in
specifically restaurant and hotel, management of business, marketing and finance areas. In
this case, the members of the LLC can consider operation of the business on particularly their
behalf. Nonetheless, the limited liability corporation that is under the state regulations that
provide all the members the authority to hand the overall business of the corporation
(Rahman et al., 2018). Essentially, this specific type of management structure has members
who have the right to engage in daily operations of the corporation.
Managing
Director
Managers
(Dining Area)
Staff (Service) Staff (Waiter)
Managers
(Kitchen)
Staff (Cook)
Manager
(Finance)
Staff
(Cashier)

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Key Personnel
The key personnel of the restaurant include:
The management team of the current business has more than 15 years of experience in
specifically restaurant and hotel, management of business, marketing and finance areas.
Writo Watson: He acts as the General Manager as well as executive officer
Jeff Watson: Jeff Watson operates as the managing director of the company
Shaun Waugh: Manager (Dining Area)
Peter Cross: Manager (Kitchen)
Katherine Dias: Manager (Finance)
Products/Services
Services: Indiana Restaurant will necessarily feature global dishes, an eclectic ambience and
setting of the restaurant and high class service. Again, food offered by the restaurant will
essentially be of the finest and highest quality that is prepared interesting flare. In addition to
this, satisfaction of customers can be considered as the driving force that can help in
attainment of success (Majid et al., 2016). The operator of the business can also intend to
change the menu in every 6 months and at the same time maintain certain “favourites” for
particularly the loyal patrons. Again, portions will be humbly sized, decorated with eye-
catching presentation. In addition to this, the staff members operating in the kitchen area will
necessarily have the best in specifically culinary education as well as work experience. The
creative talents will consequently compliment and praise one another (Cornil & Chandon,
2017).

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Products: The menu of the Indian Restaurant will be the products that will be offered to the
guests. The menu presented below can help in understanding then entire selection of the
menu:
Indiana Menu:
Chicken:
- Chicken Kabab
- Chicken Tengri Kebab
- Chicken Tikka Kabab
- Chicken Tandoori
Mutton:
- Mutton Kabab
- Mutton Bora Kabab
- Mutton Roast Kabab
- Mutton Tikka Kabab
Biriyani
- Mutton Biriyani
- Chicken Biriyani
- Biriyani Rice
- Egg Biriyani
- Vegetable Biriyani
Fish
- Fish Curry

10ADVANCE DIPLOMA IN HOSPITALITY AND MANAGEMENT
- Fish Korma
- Fried Chips and Fish
Continental Dishes:
- Herb Stuffed Chicken
- Grilled Chicken with Shallot
- Baked Mushroom and Capsicum
- Quick Salted Caramel Pie
- Grilled Chicken in Mustard Sauce
Veg Dishes:
 Puloa (Veg)
 Plain Rice
 Shukto
 Dal
 Vegetable Curry
Desserts
 Mishti Doi
 Firni
 Malai
 Sandesh

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Innovation
It can be said that the crowding out effect of increasing costs of both healthcare as
well as education has lessened the overall expenditure on food. The innovative trends that the
operators of the current business can take into consideration include:
-Taking into consideration the preferences of customers towards healthier food
alternatives: In this case, the consumers can prefer to have their food at home. However, if
the customers prefer to dine out, then they are generally more inclined and bent towards
consuming healthier and at the same time less processed products (food). Restaurant
operators can attempt to influence specific patterns of consumption by way of implementing
attractive pricing and techniques of marketing (Läikkö-Roto & Nevas, 2014).
-Proper modification of items of menu that are driven by various regulatory norms: The
proposed business of restaurant can concentrate on different narrower as well as more
specialised menus with an aim of enhancing overall quality levels, service as well as speed
(Goleman, 2017).
-Enhancement in different options of food service of the restaurant: nowadays it can be
observed that different restaurants offering identical products are necessarily clustered in the
similar location and this in turn leads to saturation (Chen & Barrows, 2015). In addition to
this, this leads to less number of exclusive consumers in the restaurant outlet (Han et al.,
2016).
-Technological progression: The proposed business of restaurant can adopt several
technologies for the purpose of ordering, making payments and carrying out loyalty
programs. This can help in delivering various convenient and at the same time innate
applications for different customers (Hartmann et al., 2014). There are diverse analysts who
can predict creative uses of products can locate different patrons in many restaurants. face