This report investigates the launch of a new venture for Leon Restaurants in the UK, focusing on introducing new dishes and drinks. It includes a competitive analysis and identification of the target market, considering factors like customer preferences, demographics, and income levels. The report details tangible and intangible resources required for the venture, such as location, equipment, skilled staff, and customer relations. A credible proposal is presented, outlining brand cover, concept, sample menu, services, management team, design, target market, location, market overview, marketing, specialists, business structure, and financials. Furthermore, the report assesses the necessary capabilities and skills, including handling people, leadership, creativity, finance, presentation, marketing, and negotiation. It explains various promotional activities and channels, such as daily specials, food photos, Yelp, and Google accounts, and develops a promotional activity plan for the pre-launch and launch phases. The report also provides an itemized monthly cash budget for the pre-launch phase and the 12-18 months preceding the launch and suggests an appropriate legal form for the venture.
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