Business Plan for Roxie Cakes & Desserts: London-Based Venture

This business plan outlines the launch of Roxie Cakes & Desserts, a new bakery venture in London focused on providing high-quality, fresh, and customized desserts and cakes. The plan includes an introduction to the business concept, describing the products and target markets, followed by a literature review with industry analysis using tools like PESTLE. A feasibility study assesses market, product/service, organizational, and financial viability. The business model is analyzed using SWOT and value chain analysis, identifying competitive advantages and strategies for success. The plan concludes with an evaluation of the business's overall viability, critical success factors, and a schedule for implementation, emphasizing the importance of quality ingredients and customer satisfaction to achieve substantial profit margins and a unique market identity.

Roxie cakes and desserts London business plan

EXECUTIVE SUMMARY
The present study is about Roxie cakes and desserts which is a new venture that will offer
quality and fresh bakery products to the customers. is based on London, UK. Here, the business
venture will offer quality as well as fresh desserts, cupcakes, cakes and more. Apart from this,
they will provide customized food products to the customers in order to gain their attention in
significant manner. Further, it is analyzed that they have ample of opportunities to grow in the
food industry of the country and beyond. Through PESTLE analysis, it is found that external
environment is suitable for the venture to explore. Here, feasibility study shows that it is feasible
to start the business in terms of financial & organizational manner. However, they need to adopt
different strategies of providing discounts, using advance technology and more to grow within
the industry in future period of time. These strategies helps in attracting more and more customer
towards the brand due to which the profitability and sale of business increases in effective and
efficient manner.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................5
1.1 The Rationale of business opportunity...................................................................................5
1.2 Scenario Chosen:....................................................................................................................5
1.3 The mission ...........................................................................................................................5
1.4 The vision ..............................................................................................................................6
1.5 The aim...................................................................................................................................6
1.6 The objectives........................................................................................................................6
1.7 Structure of business plan......................................................................................................7
CHAPTER 2: THE BUSINESS CONCEPT...................................................................................8
2.1 Introduction............................................................................................................................8
2.2 Description of Business Concept...........................................................................................8
2.3 The product/service description ............................................................................................9
2.4 The target markets .................................................................................................................9
2.5 Positioning strategy..............................................................................................................10
2.6 Value added..........................................................................................................................10
2.7 Who is involved?..................................................................................................................10
2.8 The window of opportunity..................................................................................................11
2.9 Summary..............................................................................................................................11
CHAPTER 3 : LITERATURE REVIEW......................................................................................12
3.1 Introduction:.........................................................................................................................12
3.2 Industry analysis ..................................................................................................................12
3.3 Chapter Summary.................................................................................................................14
CHAPTER 4: FEASIBILITY/ METHODOLOGY.......................................................................15
4.1 Introduction..........................................................................................................................15
4.2 Market research....................................................................................................................15
4.3 Market analysis ...................................................................................................................16
4.4 Product/ Service feasibility..................................................................................................18
4.5 Organizational feasibility.....................................................................................................18
4.6 Financial feasibility..............................................................................................................19
4.7 Chapter Summary ................................................................................................................21

CHAPTER 5: ANALYSIS OF THE BUSINESS MODEL..........................................................25
5.1 Introduction..........................................................................................................................25
5.2 Strategic Analysis of the new/existing business idea-e.g. use of Value Chain, SWOT etc.
....................................................................................................................................................25
5.3 Identification of sources of competitive advantage and sustainability................................27
5.4 Selection of strategies for success .......................................................................................28
5.5 Development of appropriate Business Model .....................................................................28
5.6 Chapter Summary.................................................................................................................30
CHAPTER 6: EVALUATION OF BUSINESS PLAN.................................................................31
6.1 Introduction .........................................................................................................................31
6.2 Overall assessment of the Business Plan .............................................................................31
6.3 Business Plan schedule......from raising capital...stage by stage….setting out key events/
resource requirements for successful operation of the Business Model ...................................31
6.4 Is the business viable?..........................................................................................................32
6.5 Discussion of critical success/failure factors.......................................................................33
6.6 Chapter summary ................................................................................................................33
REFERENCES..............................................................................................................................34

CHAPTER 1: INTRODUCTION
1.1 The Rationale of business opportunity
The main rational to start the current business is to offer fresh, customized as well as
quality desserts, cupcakes to the customers. In present time, people are highly careful about their
health. For this purpose, they are likely to demand low calories dessert and cakes. By keeping the
respective fact in consideration, a new venture named as Roxie cakes and desserts has been
started. Along with this, they will offer customized products. Here, customers can order to make
the products personalized. This feature of the venture is helpful in terms of gaining attention of
more and more customers. Further, they make sure to offer quality as well as fresh desserts and
cupcakes. In this regard, they are likely to use quality ingredients in order to prepare quality
products in significant manner. Therefore, the new business venture will be able to gain
significant amount of profit margin. Here, the business owners are starting the venture so that
they can offer quality food in terms of desserts, cupcakes to the potential customers in order to
earn substantial amount of profit margin for future betterment.
1.2 Scenario Chosen:
In the present context, a new business venture is going to start. The name of business is
Roxie Cakes and desserts. It is based on London, UK. Here, the business venture will offer
quality as well as fresh desserts, cupcakes, cakes and more. Apart from this, they will provide
customized food products to the customers in order to gain their attention in significant manner.
Nowadays, people are highly health conscious hence they demand low-calorie, fresh food. For
this purpose, the company will offer the desserts, cupcakes made with fresh ingredients. The
main aim of the respective entity is to provide fresh as well as quality bakery products to the
buyers. The main emphasis of venture is on quality. For this purpose, they are likely to use
quality raw material and ingredients. This will allow the entity in order to set a unique identity in
the existing market place.
1.3 The mission
A mission statement refers to an explanation of the reason behind the existence of an
organization. Basically, the purpose of a company is described through mission and it shows the
overall intention. In addition, the mission statement is written in concise manner which is likely

to provide guidance to different stakeholders like employees, customers, managers, business
owners and more (Tipu, 2018). In the present context, the mission of Roxie cakes and desserts is
to offer quality & fresh desserts, cupcakes to the customers. Further, they aim to provide
customized bakery products to the end users. The mission of the company is to maintain the
quality so that they can gain trust of customers in an efficient manner. They focus on offering
higher quality services in order to maintain strong & long-term relations with the buyers.
1.4 The vision
The vision of Roxie cakes and dessert is to offer the best quality products to the consumers
by following the necessary principles. They wish to become a leader in food & beverage sector
of London. In this regard, they ensure to use finest quality ingredients so that the quality of end
products can also be improved. Further, they are also looking forward to offer customize bakery
products to the consumers in order to maintain unique identity in market place. Here, the use of
quality ingredients is helpful in producing fresh products so that customers give preference to
their products significantly. The respective entity has vision to improve their leadership practices
in future period of time. Effective implementation of such strategies will allow the respective
venture to gain competitive advantage in market place. Therefore, they are looking forward to
improve the quality and freshness of bakery products in future.
1.5 The aim
To start a business that will offer quality, fresh as well as customized cakes and desserts
to the consumers. Here, the main aim of the new business venture is to earn substantial amount
of profit by attracting huge number of people. They aim to produce quality products by using
fresh ingredients for future growth of the venture.
1.6 The objectives
 To offer quality and fresh bakery products to the customers in order to strengthen the
relationships for future betterment.
 To earn substantial amount of profit by offering quality products to the end consumers to
gain competitive advantage in current business environment.
 To attract huge number of customers by uplifting the quality of products in order to
increase overall profit margin of the company.

 To increase overall sales of the entity by offering quality, fresh and customized products
to the customers in order to set a unique identity in the competitive market place.
1.7 Structure of business plan
While taking decision to start a new business, a document called business plan is prepared.
This provided the blue print of the overall future activities of the venture. Basically, it will
describe the overall plan of business entity and the way to attain those goals within pre-defined
period of time. A business plan is understood as a roadmap comprising financial, operational and
marketing analysis of the upcoming business venture. In other words, business plan provides
direction to a new venture to plan the future in significant manner (Ekanem, 2017). In present
context, a new business venture has been started that will offer quality and fresh desserts, cakes
to the customers. The main aim of respective venture is to earn substantial amount of profit by
offering quality and fresh food products to the end users. In this regard, the business plan will
cover product description, market analysis, industry analysis and more. Further, feasibility study
is also going to cover in the existing business plan to check the viability of business in future
period of time. At last, an evaluation will be done so that business owners can evaluate the
performance of business in an appropriate way.

CHAPTER 2: THE BUSINESS CONCEPT
2.1 Introduction
In the current time this is necessary for the business that to provide such solutions to their
customers by which they may get unique offerings so that to meet their needs. These methods
used by the businesses would be helpful in acquiring success into the market and dealing with
organisational competitors. This is analysed that there are various measures and elements which
are being considered by the organisation while making their business strategies for the major
purpose of retaining into the market (Buckley, Enderwick and Cross, 2018). So for gaining
success and dealing with different competitors this is necessary that to build up emerging and
multidimensional approach within the business. Customers are considered as asset for the
organisation as all the business functions are executed for increasing level of satisfaction within
customers. In the current time with the increasing obesity and diseases people are prone towards
avoiding such high fat food items. At the same time the trend to celebrate different occasion with
touch of customisation and sweet is increasing. So the customers are searching for such cakes,
desserts and sweets which can be customised as per their needs and pertained occasion. So that
Roxie cakes and desserts is associated with providing such solutions to the people in which they
may get cakes as their own desires and needs. The venture is made for dealing with
customisation needs for people in terms of cakes, desserts and other bakery items.
2.2 Description of Business Concept
Customisation is considered as an emerging concept in the current time as this could be
helpful for the customers to meet their emerging needs. Customisation is the great business
strategy which makes happy customers for the organisation and lead to increase customer
repetition. Successful customisation yields more engaged customers so that business can be
drove to the top line. Roxie cakes and desserts will be providing different customisable options
to their customers so that they can meet own needs and enjoy different occasion and enhance
their experiences. Customisation is also useful in controlling interactions with the customers so
that use experience can be recorded in order to increase organisational prominence. Roxie cakes
and desserts is working with the USP that they will be using fresh ingredients for their cakes so
that to increase its perishability (Martí, 2018). The organisation will provide such cakes options
to their customers which are suitable for different occasions and festivals. Roxie cake and

desserts is situated in London at prominent location in which the organization is going to provide
significant customised options to their customers.
2.3 The product/service description
Customisable cakes and desserts options is one of major business opportunities in which
different edges can be acquired by the organisation in context of attracting customer. In the
current time the customers are highly inclined towards using such customisable options which
are aligned with their emerging needs. By instigating such customised options into the business
larger number of customers can be attracted and at the same time higher sales can also be
obtained (Leminen and et. al., 2018). This is considered as one of the most influential marketing
and business tactic by which market reach can be developed. This business plan will assist the
customers to manage their customisable needs and to satisfy the same by using such business
offerings. Roxie cakes and desserts is going to ease the process of customisation so that
customers do not ever hesitate to think creative ideas.
2.4 The target markets
The target market for Roxie cakes and desserts would be children and young people those are
fond of eating cakes and fond of instigating creativity to celebrate different occasions with cakes.
By targetting towards this market segment, the organisation will be able to manage their market
share and attract customer repetition. In order to target their customers different marketing
strategies will be used by the organisation so that they can get attention of desired audience. By
identification of right market, the organisation will be able to earn higher profit and can grow in
shorter span of time (Rachmat, Hurriyati and Sultan, 2019). With the help of appropriate
marketing strategy right channel of advertising can be chosen so that innovative solutions can be
given to customers. In order to provide customised cakes and desserts, Roxie has opened their
store in London so that easily their customers can locate them and may develop value for the
organisation. Another reason of choosing the customer segment is that this market segment is
prone for creative solutions so that the company will be able to fascinate such market segment.
The company will also develop appropriate marketing budget so that they can aware people
regarding their business offerings and organisation may acquire succession ratio.

2.5 Positioning strategy
Positioning strategy is defined as the marketing technique which is used within the
organisation so that to decide where the target customers will be attracted. Positioning is used for
the purpose of perceiving customer’s value within the organisation so that relative edge can be
established in terms of competitors. There are different approaches which will be used by Roxie
cake and desserts so that to develop leads into the market and to position their customers
(Matović, 2020). This venture will be able to manage the needs of customers by accumulating
the concept of customisation. The company will also focus to develop their partnership with
different businesses those are associated with taking tender for different occasions. On the other
hand, Roxie is also giving sponsorship at different events so that to develop market image
(Barnett, 2019).
2.6 Value added
Roxie cakes and desserts will focus on providing fresh and customised cakes and desserts
to their customers so that they can get high quality of cakes and different desserts. The
organisation is also associated with meeting needs of small kids by preparing fresh and healthy
cake options. The concept of customised cakes is gaining much hype into the market within
current time as this is related with growing the business with fast pace and high popularity. This
business is providing solutions to people those are willing to celebrate every occasion with touch
of creativity and always wants to keep memory of the same. Roxie cakes and desserts will make
every occasion and festivals of their customers memorable. Roxie cakes and desserts is providing
easy solutions for the customers so that they can celebrate different occasions. This will provide
value to their customer in order to develop organisational efficiency and high business
bandwidth.
2.7 Who is involved?
There are different members those are associated with starting of the new venture of
cakes and desserts. These people are employees, owners, service provider and communities.
These parties are helpful in improvising overall growth of the organisation and increasing
productivity as well. The motive of these stakeholders is to develop growth opportunities of the
organisation in respect of providing an edge to deal with their competitors.

2.8 The window of opportunity
There are different opportunities that can be acquired by the organisation for the purpose
of improving productivity and performance. These are the opportunities which may increase
proficiency and growth rate of the business so that targets within the business can be attained.
The major purpose of selecting the current venture is to provide customisable options within
cakes and desserts to their customers. This venture would be assisting in giving productive
outcomes for the organisation in which unique edges can be attained.
2.9 Summary
From the above-mentioned information this can be concluded that in current time
customers are using the option of customisation which is one of the biggest elements that helps
the organisation to stay unique into the market. This feature would be helpful for the organisation
that in attracting larger number of customers along with gaining higher productivity. This is
concluded that there are certain opportunities which helps the business to acquire unique feature
and in this customisation is considered as one of the prominent. Using customisation as a
business strategy the organisation may react out to wider customers and enhance their market
reach as well. On the other hand, in this section different opportunities for the business was also
determined by the organisation in which the business or venture can determine their options for
success. These options are reflection for growth of the organisation in which significant edge can
be acquired and position can be made in respect of competitors.

CHAPTER 3 : LITERATURE REVIEW
3.1 Introduction:
This is one of the significant sections of study as it is helpful in developing a wide opinion
regarding a specific topic. In this section, opinions & thoughts of various authors are included.
This is related with the previous analysis of researchers on a particular topic. Basically, LR
shows the viewpoints of various authors on a particular subject matter which further prove
helpful in developing detailed knowledge regarding the respective topic (Gabler and et. al.,
2017). In current context, a new business is going to start that will offer fresh and quality food
products to the buyers. Here, LR will cover PESTLE analysis of the respective venture. Through
the respective model, it is easy to examine external environment. This will help in analyzing the
external conditions of the environment in profound manner so that appropriate strategies can be
formulated for future growth. In this context, the business venture aims to offer quality desserts
and cakes to the consumers. Additionally, they will also undertake significant studies to
understand the environment appropriately. With this, the organization will be able to take
necessary corrective actions for future betterment.
3.2 Industry analysis
PESTLE Analysis:
PESTLE analysis is a framework that is used to assess the impact of external
environment on business. It helps in evaluating how the external factors affect the functions of a
business entity. It is analyzed that external conditions cannot be controlled but it can be assessed
or improved by taking necessary steps. During the analysis, ample of factors are evaluated so
that the business entity can formulate appropriate strategies for future betterment (Jukova and et.
al., 2019). In this context, external factors that affect Roxie cakes and desserts are mentioned as
under:
Political Factors: It includes such factors that are related with government intervention
in business. These elements are basically related with political environment of a country
(Masciocchi, 2020). In this regard, Roxie cakes & dessert will affect by political environment of
UK. However, political conditions of UK is favorable. Here, the political environment of the
country is also stable that provides scope of growth and enlargement to the respective venture.

However, the business owners of the new venture needs to make necessary improvements in
their existing practiced as per change in government laws and regulations.
Economical Factors: In this, economic elements such as imports and exports, tax
policies, GDP, demand & supply and other such factors are taken into consideration. In this
context, the major threat for the respective venture is reducing importance of the respective
industry within UK. They are likely to prioritize other industries such as banking, insurance and
more. Further, the recent economic events such as COVID-19 & Brexit will also put a profound
impact on business transactions of Roxie cakes and desserts. The COVID-19 pandemic has
caused deep recession within the country. Now, people are more likely to spend on necessary
commodities. Further, Brexit has also been hampered the trade relation of UK and other EU
countries that will also affect the business of the respective entity.
Social Factors: This element is related with personality, attitude, and values of
individuals. While starting a new business, it is highly important to consider the social elements
in order to understand the customer behavior in significant manner (Johnson and Garvin, 2017).
In present context, the people has become highly health conscious. They demand for fresh and
quality products with low calories. In this regard, the respective entity needs to analyze the
current requirements of customers and provide them product accordingly. Further, they also need
to make necessary improvements in the existing product to address the changing behavior of
buyers.
Technological Factors: Nowadays, technology has become an important part of every
company. They are likely to implement recent & updated techniques to get better outcomes in
future period of time. In Food and beverage industry, there is requirement to implement advance
techniques to meet with the requirements of current time. In this regard, Roxie cakes and desserts
is looking forwards to use latest techniques to offer the best possible services to the consumers.
For this purpose, they will use advance ways to communicate with potential customers. Here,
they are looking to use social media platforms in order to stay connected with potential
customers. By using the latest & updated technology, the respective entity can easily ensure
growth in the futurr period of time.
Legal Factors: While starting or running a new business, there is requirement to follow
necessary legislations. These rules & regulations need to be follow in order to run the business
smoothly. In addition to this, legal elements are important to ensure future success & growth of

business entity (Nicholas and Chinedum, 2017). In current context, the respective venture will be
required to follow several regulations related to food standards and quality, customer protection
act, safety at workplace act and more. Along with following the legislations, they also need to
implement the amendments significantly.
Environmental Factors: In the present era, people are highly concern regarding the
environment. To ensure the future success of business, it is imperative to follow the necessary
environmental regulations. In this regard, Roxie cakes and desserts need to obey the
environmental laws profoundly. This will help them in setting a unique image in the market
place. By following the environmental regulations, the organization can maintain competitive
advantage. Further, it will also help the new business entity to maintain positive reputation
among target customers.
Porter’s Five Forces:
Threat of new entry: In context of food and beverage industry, it is easy for the new firms to
enter in the market due to fewer entry barriers in terms of investments and other requirements.
However, it is complex for the companies to survive in the competitive food and beverage
industry. In case of Roxie cake and desserts, threats of new entrants is moderate due to limited
entry barriers.
Bargaining power of customers: Here, food and beverage industry of UK is full with several
firms that create a competitive environment. Therefore, bargaining power of customers is high
for the respective company as customers have option to purchase the products from other brands.
Bargaining power of suppliers: To produce necessary food items, raw material is provided by
numerous suppliers. In case of selected company, they have option to buy raw materials from
numerous vendors which further lower down the bargagining power of suppliers.
Threat of substitutes: The food and beverage industry of UK is full with ample of players. In
this regard, threat of substitutes is high for the selected company due to presence of ample of
other players.
Competitive rivalry: In context of the selected industry, competitive rivalry is high as there are
numerous players present within the market place to provide products to the customers at
competitive price.

3.3 Chapter Summary
Out of the above-analysis, it is found that environmental analysis is highly important in
order to understand the overall circumstances in better way. Here, the environment has been
analyzed by implementing PESTLE analysis. This is an effective tool to assess the external
conditions so that a business entity can take necessary corrective actions for future growth. There
is analysis of six factors such as Political, Economic, Social, Technological, Legal and
environmental. Through the analysis, it is found that political environment of UK is stable. In
terms of economic conditions, they are likely to fluctuate due to sudden incidents. Additionally,
the entity needs to take care of customer demand to succeed within the competitive environment.
Furthermore, in context of technological elements, the respective business venture is required to
implement advance and updated techniques so that effective services can be offered to the
customers. In terms of legal factor, they are required to implement necessary rules & regulations
effectively. Furthermore, In context of environment factors, the respective venture needs to
follow appropriate regulations to protect the environment significantly. By implementing the
PESTLE analysis, it is possible to make necessary improvements in the existing products to
ensure future growth of venture.
CHAPTER 4: FEASIBILITY/ METHODOLOGY
4.1 Introduction
Feasibility study is an analysis that considers relevant factors of project such as legal,
technical and more to ascertain that the project will be completed successfully. The feasibility of
a project depends on ample of factors such as return on investment, cost and so on. Feasibility
study is useful to determine the risk and return so that the business managers can structure
appropriate action plans for future. In other words, feasibility is the assessment of practicality of
the proposed plan. This helps to know whether it will be practical to implement the proposed
plan. It is helpful in assessing the viability of a project so that appropriate steps can be taken.
Along with this, it also covers the potential risk, challenges and issues which can occur while
undertaking the project (Erickson, 2017). In the given context, a new business venture names as
Roxie cakes and desserts is going to start. The main aim of the respective venture is to earn profit
by offering quality and fresh food products to the consumers. In this regard, the feasibility study

will help in order to assess the viability of project. It will help to analyze whether it will be
profitable or not to implement the proposed project in real context.
4.2 Market research
Through the market research, it is possible to check the viability of a new product or
service. It can be done through directly interacting with the customers. Through market research,
it is easy to discover an appropriate target market and collect opinions from customers regarding
their interest in the product or service. This type of research can be conducted in-house by
organization or they can take help of a third-party company. There are several ways to perform
the market research like focus group, surveys, product testing and more. In development of a
new product or service, market research is a crucial component. Besides , this market research is
useful in investigating different areas of market or it can be take huge time to acquire accurate
information (Ind, Iglesias and Markovic, 2017). In current scenario, a new business is going to
open to offer quality and fresh bakery products to the consumers. Before starting a new venture,
it is advisable to undertake detailed market research so that appropriate information can be
gathered. In this regard, the majorly used methods of market research are elaborated below:
Secondary research:
It is a type of research where the already existing information is used by the researcher.
Here, the data is neither first handed or not raw as it is not collected personally by the researcher.
Through secondary sources, huge amount of data can be collected within minimum period of
time. The major sources of secondary data collection are websites, articles, journals and more
(Hakimov, 2017). In this regard, the respective venture can also collect data from secondary
sources. This will help in making meaningful decisions in the future period of time.
4.3 Market analysis
Through the market research, it is found that there is huge scope of growth for the
respective venture. The food industry of UK is growing rapidly hence the scope of growth is also
high. In addition, the present venture is based on quality and fresh bakery products that are liked
by the customers. It is analyzed that bakery market of UK is worth nearly 3.9 billion that is large
contributor in the food industry (The UK Bakery market, 2022). The respective sector is expected
to grow by 8.7 billion £ between 2017 & 2022 that is a good sign for the respective venture
(Bakery product production industry, 2021). However, the industry is influenced with changing
attitude, behavior of customers. Now, the trend of being health conscious is increasing as

customers pays attention towards healthy diet. In this situation, Roxies cakes and desserts can
easily grow by offering low calorie products to the consumers. To grow in the respective field,
there is requirement to use efficient technologies. However, there are opportunities of future
growth but there is also intense price-based competition among the players. In the respective
industry, several companies are working that provide direct competition to each-other. In this
regard, Roxie cakes and desserts is also offering bakery products. However, they are likely to
emphasis on quality and freshness. But, it is not an easy task for the respective venture to
maintain long-term sustainability in market place. In order to ensure long-term growth, there is
requirement to adopt effective strategies to gain the attention of buyers. For this purpose, they
need to undertake analysis of market trends, customer’s behavior constantly. Through the
analysis, they can easily make necessary improvements in the existing products & services.
Therefore, the entity needs to make appropriate use of the available information through market
research with an aim to get positive outcomes in the future period of time. Cakes are the form of
dessert which is made up of using various ingredients such as sugar, butter, flour and many other
stuffs. The preference for the cake consumption has increased globally that is why it will be a
good business option. As people also prefer cake for the purpose of celebration of various events
and in addition to this, people love to consume it as a post meal desert. The demand for new
modifications have also increased such as muffins, cupcakes, pies and many others. Kids and
adults both love such items and after Covid people are taking their health seriously that is why
they prefer healthy versions of the cakes and all. As these are instant and tasty that is why it is
leading the market. It is one of the affordable items which is consumed between the meals and
normal time. It can be seen that the bakeries are also rising in number which directly lea to affect
the market growth. Normal cakes have high amount of calories and fat which can be a health
issue for the people.
4.4 Product/ Service feasibility
Product feasibility is an approach to offer the predictive analysis in order to guide to take
next step towards marketing, sales as well as product development. The main aim of such
feasibility study is to gain meaningful insights regarding improvements in the existing product.
Basically, the product feasibility is helpful to understand whether the product will be acceptable
by the target customers or not. By gaining insights from the product feasibility, it is possible to
make necessary improvements in the product for future betterment (Bhosekar and Ierapetritou,

2018). In current situation, a new venture called Roxie cakes and dessert is going to start by the
entrepreneur. The business is based on bakery products like cakes, cupcakes, desserts and more.
Here, the business venture will offer quality as well as fresh desserts, cupcakes, cakes and more.
Apart from this, they will provide customized food products to the customers in order to gain
their attention in significant manner. Presently, people are highly conscious about the quality.
Hence, they demand for quality as well as fresh products. By considering the market trends, they
are using fresh ingredients in the product. By using fresh ingredients, it is possible to improve the
quality of overall production. It is analyzed that the main focus of the respective venture is to
enhance the overall quality of production so that they can set a unique identity in market place.
For this purpose, they are likely to make improvements in the existing products based on the
feedback receiver from the consumers. Therefore, it is found that the products that are being
offered by the respective venture are feasible. By offering such products, they can easily
maintain a significant presence in the competitive market place. However, the feasibility study
will allow the business owners to make further improvements in products. Also, they can ensure
high sales of products by undertaking effective marketing and promotional activities.
4.5 Organizational feasibility
It is done to determine whether or not the new business setup will be beneficial to
execute. It focuses on evaluating organisational management. The new establishment's goal is to
offer consumers services that are beneficial. Because of this, an organisational feasibility study
includes professional contextual information about the business's founders and leaders, such as
what skills will be needed and how they will contribute to the enterprise. The potential for the
business idea is growing given the current circumstances because it will make customers' lives
easier. Covid-19 had an impact on all industries, however right now is the perfect time to expand
the business. The new setup is intended to ensure the quality of the food, the employees, and the
numerous supplies. Additionally, it has been discovered that a large number of parties participate
in the firm while it conducts its business operations. clients, financiers, the government,
operational employees, and several others. Before beginning this project, thorough study was
conducted in order to manage all the stakes involved in the organisation and produce indirect
benefits for the company. For its customers to receive high-quality cakes and a variety of
desserts, Roxie Cakes and Desserts will concentrate on delivering fresh and customised cakes
and desserts. The organisation is also known for providing fresh and healthy cake selections that

cater to the needs of young children. The idea of customised cakes is currently experiencing a lot
of market hype since it is associated with a firm that is expanding quickly and becoming very
well-known. This company offers options to those who wish to commemorate every occasion
creatively and constantly want to preserve the same memories. Customers need to eat well-
balanced meals that are nourishing. With the aid of market analysis, it is easy to comprehend
industry growth, rivalry, and potential customers. It is easy to evaluate the effectiveness and
success of a company. To ascertain consumer sentiments concerning the markets' goods and
services, market research is conducted. Through market research, it has been concluded that the
company will have more beneficial future results. The potential for future success of the
company's products can be summarized as being influenced by how viable its products and
services are. A product's feasibility can be assessed using feedback from the customers. Along
with it, Roxie Cakes & Desserts will focus on supplying fresh and customized cakes and sweets
so that its customers obtain high-quality cakes and a selection of desserts. The company is
renowned for offering a variety of healthful and freshly baked cakes that are tailored to the needs
of young children. Due to the association with a business that is rapidly growing and gaining a
lot of notoriety, the concept of customised cakes is currently the subject of considerable market
hype. This business can assist people who want to creatively celebrate every occasion and who
want to always remember the occasion. Because of Roxie cakes and treats, their clients'
celebrations of special occasions and holidays will be remembered. Easy remedies are available
from Roxie Cakes & Desserts.
4.6 Financial feasibility
It is referred to as the last part, and numerous procedures and considerations must be made
before beginning company. such as management and financial matters to maintain the business's
efficient operation. It also supports in explaining that whether the business plan is suitable or not
and it also supports in forecasting the growth of the company. It is also defined as the proper
analysis which considers all the factors such as legal, technical, economical and many others. It
is known to assess the possible ways to propose the plan. With the various factors and it is also
must to have plan in the case of the unforeseen situation. It can be said that as a part of the
feasibility study, the project managers involve in it must regulate whether they have enough
workforce, financial resources, and the suitable technology or not. This study helps in
determining about the return on investment. With the help of the financial feasibility, the

companies will be able to focus on the business development which outline various heads such
as potential obstacles, the way it operates, competition, market analysis and many others. In
relation to that market research or survey can be conducted to outline the various demands and
opportunities of the business. It is also must to consider the numerous factors in the plan in the
case of the unexpected conditions. Furthermore, it can also be summarized that as a part of the
feasibility study, the management and the managers of the company which are part of it must
make ensure that whether they have enough workforce, financial incomes, and the right
technology or not. This study is linked to outline about the future activities and the return on
investment. With the support of the financial feasibility, the companies will target specifically on
the business development which plan numerous heads that is potential obstacles, the way it
functions, rivalry, market analysis and many more. In relative to that market research or survey
can be conducted to framework the several demands and chances of the business.
SALES UNITS Year 1 Year 2
Total Sales Units (@100 per
unit) 1000 1200
Revenue 100000 120000
Loan Funds 25000 25000
Funds from Owners 15000 15000
INCOME 140000 160000
COST OF SALES
opening stock 30000 20000
Purchases 90000 110000
Closing Stock 20000 10000
EXPENDITURE
Accountancy 500 500
Bank Fees 50 50
Contractors 1500 2000
Electricity 1000 1100
Interest 100 110
Insurance 1000 2000
Maintenance 2000 2000
Marketing and Promotions 7000 8000
Accessories 5000 5000
Eatables 1500 1600

Salaries and Wages 8000 9000
Superannuation 2000 2000
Workers Compensation 1500 2000
Telephone 700 800
Manufacturing costs 1500 2000
TOTAL EXPENSES 33350 38160
Cost of sales 133350 158160
CASH SURPLUS/DEFICIT 6650 1840
The aforementioned budget leads to the conclusion that conducting financial feasibility studies
gives the new company the ability to manage its income and expenses. The analysis also helps in
controlling the financial risk as it is one of the main duties of the new firm to be aware of
potential threats. Additionally, it gives the new business the ability to manage the level of
financial risk with the choice of whether or not to launch the services. The new setup will
determine whether or not it is suitable for long-term growth and whether or not to launch the
services. As the business must be aware of the cash flow actions, this analysis is related to the
potential for startup. Additionally, it will enable the company to continue with budgeting and the
planning process, enabling effective use of the information. The management of cash flow is
made simpler when planning for corporate operations is simplified. As a result, the setup needs
to account for all costs, additional costs, and incomes. The organization will be able to obtain the
relevant information needed to make the business idea effective due to this study.
4.7 Chapter Summary
From the above study, it has been summarised that feasibility is the term that is consider
as the factors such as technical, legal and many more which is help to complete the overall
project with success. It is analysed that project depends on the factors such as cost, investments,
return on investment. Feasibility is analysed as the useful study to determine business risks and
return where the business manager is able to make action plan for the future. It is provided
benefits to analysed the profitability in order to complete the project. It helps to covers the risk,
problems and challenges within the project. It has been summarised that with the help of
marketing research, it is easy to check the new products or services viability. Marketing research
can be done by interacting with potential customers. It has been analysed that it is easy to
discover the target market and collect the opinion from the customers. It is the benefits for the
business to know about their customers and understand their needs and wants which helps to

provide services and product according to customer's desire. Marketing research is done by
several ways such as surveys, product testing, focus group and many more. Marketing research
plays a vital role to the development of the new product and services. Marketing research is done
through primary research and secondary research where the primary research has been collected
from the individuals and surveys and secondary research has been selected from the books,
articles and journals. It has been summarised that there is huge growth and scope for the new
business venture which is consider by the market research. By the market analysis it is analysed
that food industry is one of the largest industries which economy growth is growing day by day.
Customers are required to take healthy diet that helps them in to health and care. With the help of
market analysis, it is easy to know the market growth, competition, potential customers within
the market. It is easy to analysis the success the business and its performance. Market analysis is
conducted for knowing for the customer’s behaviour towards the product and services and target
market. With the help of market analysis, it has been analysed that business has more positive
outcomes in future. It has been summarised that product and services feasibility of business helps
to know about the product ability in future which is useful for knowing the profit in the future.
Product feasibility can be analysed by the customer’s feedback that help the business to know
their growth and profitability in future. As Roxie cakes and dessert produce their product and
services in the market. They provide the best quality food and services that is helped the
customers in their health and care. It has been analysed form the market research they are using
fresh ingredients in making cakes and cupcakes that helped the bakery in positive feedback from
the customers. It has been summarised that organisational feasibility of business venture
analysed the overall system of the business that is helped the bakery to analysed their future
success and growth. It is provided many competitive advantages to business where business is
able to found the gaps and risk within the business. Bakery organisational feasibility is analysed
by their services and products that is helped the bakery to provide better product and services for
the better performance and growth in future. It has been analysed that organisational feasibility
provides many beneficial services to bakery to maintain, control and organised the overall
process of the business. It has been summarised that financial feasibility of bakery has been
taken form the sources that is helped to maintain the finance department of the bakery. Finance
feasibility of bakery is depending on the product and services where they are produce the best
quality cakes, and cupcakes at low price which is helped to increase the profitability of the

bakery. It has been analysed that Roxie cakes and dessert provided services and products
according to customers needs and wants that is help to increase the customers experience and
satisfaction. They provided best product and services to the customers at the low prices which is
help to increase the customer’s attraction. They introduce new varieties in their product which is
help in making the product more special and increase their productivity in the market. They are
going to produce new creams ingredients in cakes which is helped in increase the customers
experience. It is helped the bakery to increase their productivity and performance and also
increase their future growth. It is help in more profitability. The idea of starting new business of
cake and cupcake has many growths in future. Moreover, it can also be evaluated from the
market research that they will be using fresh ingredients in making cakes, food items, cupcakes
that will assist the bakery in positive manner which will attract positive feedback from the
customers. It was also seen that organisational feasibility of business venture helped in
evaluating the overall growth system of the business that will bring more opportunities, future
success and growth. It is also provided that many competitive advantages to business where
business will be able to found the gaps and risk within the business. Bakery organisational
feasibility is analysed by their services and products that is helped the bakery to provide better
product and services for the better performance and growth in future. Moreover, it can also be
analysed that organisational feasibility provides several positive services to bakery in order to
maintain, control and organised the overall process of the business. The term financial feasibility
of bakery has been taken from the sources that is assisted to preserve the finance department of
the bakery. Financial feasibility was also explained in the above mentioned information that is as
the last part in which there are many actions and considerations must be made before setting the
new business plan in the beginning of the company. For example, management and financial are
those segments which matters to maintain the efficient operation of the business. It also helps in
explaining about the business plan whether the is suitable or not. And it also supports in
predicting the situation and growth of the company. It can also be defined as the correct analysis
under which considers all the factors that is legal, technical, economical, environmental and
many others. It is known to measure the imaginable ways in order to propose the plan. With the
help of various factors and it will be easier to plan for the unforeseen situation. Further, it can
also be said that being in the part of the feasibility study, the project managers which are
involved in it must make sure about whether they have enough people, space, workforce,

financial resources, and technology or not. This study particularly helps in determining about the
profitability and return on investment. With the help of the financial feasibility, the companies
will be able to focus on the business development which outline various heads such as potential
obstacles, the way it operates, competition, market analysis and many others. In relation to that
market research or survey can be conducted to outline the various demands and opportunities of
the business. It is also must to consider the numerous factors in the plan in the case of the
unexpected conditions.

CHAPTER 5: ANALYSIS OF THE BUSINESS MODEL
5.1 Introduction
In the respective context, Roxie cakes and desserts is going to introduce a new business
model where they will offer variety of quality and fresh bakery products to the end customers. In
this chapter the business model of the respective venture will be analyzed in order to make
necessary improvements to get better outcomes in future period of time. It is not an easy task for
the respective venture to maintain competitive advantage within the industry. In the respective
section, competitive analysis of the company has also been covered in significant manner.
5.2 Strategic Analysis of the new/existing business idea-e.g. use of Value Chain, SWOT etc.
Strategic analysis is highly important to analyze the current functioning of the company. It
helps in understanding the performance of a business entity in terms of available resources,
capabilities and more. Through strategic analysis, it is possible to identify the weak points of the
entity so that further improvements can be done (Adwiyah and et. al., 2021). In context of Roxie
cakes and desserts, there is requirement to undertake strategic analysis in an appropriate way so
that the company can grow in future period of time.
Value Chain:
Value chain analysis includes various activities such as production, design, marketing,
distribution and more. These activities are performed to provide the end products or services to
the final users. Through value chain analysis, it is possible to make necessary changes in
products and expand the connection of the organization with its clients or customers (DeNoble
and Zoller, 2017). In this context, value chain analysis of Roxie bakery includes certain primary
and secondary functions which are given below:
 Inbound logistics: Here, they are likely to purchase and store raw material that is used
during production process.
 Operations: In this stage raw material is converted in final products to offer the final
users.
 Outbound logistics: Through outbound logistics, they provide finish products to the final
customers in significant manner.

 Marketing and sales: In this, activities related to marketing and promotion are included
(Almeida and Santos, 2018). Here, products are promoted in order to ensure that the
company will be able to attain its pre-defined targets in significant manner.
 Service: It is related to maintain the performance of product after it has been produced.
It comprises different functions such as maintenance, training, repair, warranty and more.
Support activities:
 Procurement: Here, the raw material is procured to produce the final bakery products.
 Technology development: It helps the business managers of Roxie cakes and desserts to
design new products through undertaking effective research & development functions.
 Human resource management: It comprises the activities related to hiring, selecting,
motivating and retaining the workforce within the new venture to ensure future success in
significant manner.
 Firm infrastructure: It includes structure of organization and management, accounting
and finance, planning and more. Apart from this, it might cover cloud computing and
other related softwares.
SWOT analysis:

This is an important tool of strategic analysis which helps in terms of evaluating the
strengths, weaknesses of an organization. Further, it also helps in identifying the opportunities
and threats to take necessary corrective actions (Langan and Theriault, 2017). In reference of
Roxie cakes and desserts, SWOT analysis of the venture is given below:
Strengths:
 The new venture offers variety of bakery products to the customers including cakes,
desserts and more.
 They emphasis on quality and freshness of products hence they prefer to use fresh
ingredients to produce quality bakery products.
 They have all the necessary bakery equipments to fulfil the demand of customers.
Weaknesses:
 To run the bakery business, Roxie cakes and desserts need to pay high amount as rent
that will enhance the overall cost of production in significant manner.
 Being a new venture, it is quite complex for the new bakery firm to gain the trust of the
customers.
Opportunities:
 The respective company has opportunity to expand the production in terms of producing
new products to enlarge the pre-defined customers base in significant manner.
 Apart from the product expansion, the respective venture has also opportunity to expand
their market presence by entering into a new market.
Threats:
 Being a new business, the respective entity will have to face extensive competition in the
market place that will hamper their existing position.
 Increasing diet conscious nature of customers is one of the significant threats for the
respective venture as they might witness a huge reduction in their sales that will direct
affect the profit margin.
5.3 Identification of sources of competitive advantage and sustainability
In context of Roxie cakes and desserts, they will have to face extensive competition due to
presence of ample of competitive firms in the market. In this situation, they will be able to get
competitive edge through offering fresh and quality products. Here, the quality products with
fresh ingredients is the major USP of the respective venture. Additionally, they also ensure to

offer the best possible services to the customers to maintain competitive position in market place.
Apart from this, they are likely to take regular feedbacks from the buyers so that they will be
able to make necessary improvements in products in future period of time. To maintain
sustainability, they prefer to adopt environmental friendly practices. For this purpose, they adopt
recycling and reusing practices in order to discard the raw material in an appropriate way. By
following such environmental friendly approaches, they are able to maintain future sustainability
in significant manner.
5.4 Selection of strategies for success
It is quite complex to gain success in such competitive market. In this situation, Roxie cakes and
desserts need to select appropriate strategies so that they can grow in future period of time. In
this regard, suitable strategies are given underneath:
Price Discounts: In UK, there are numerous bakery organizations. Here, the respective
entity needs to offer significant amount of discounts and other such offers to gain the attention of
buyers (Nicolò, 2018). By offering discounts, they can easily set a unique image of the company
in market place. In addition to this, it will allow the respective business venture to succeed in
future period of time.
Use technology: Currently, technology has become a crucial part of business. In this
regard, the respective new venture will also use latest technology so that they can set themselves
apart(Hutchinson, 2017). For this purpose, they also need to make use of social media, websites
and other such techniques to attract more number of buyers.
Conduct small survey: Customers are considered as the most significant part of any business.
To ensure future success, Roxie cakes and desserts need to conduct a small survey to gather
relevant information from the buyers to make further improvements in the products. Through the
survey, it will be possible to make appropriate improvements in the products in an efficient
manner.
5.5 Development of appropriate Business Model
A business model refers to the core strategy of a company for doing business
profitably. This model covers basic information like target market, customers, key
stakeholders, activities and more (Frolova and et. al., 2021). In reference of Roxie cakes
and desserts, it is a new venture that is going to start with an aim to earn potential amount

of profit margin. To ensure future success of the respective venture, a business model has
been prepared that is given below:
Key partners
 Stores
that
sell
raw
materi
al for
cakes
 Invest
ors
 Shop
manag
ers
 Emplo
yees
Key activities
 Events
 Celebrations
 Festivals
 Birthdays
Value
proposition
 The best
service
ever in
bakery
shop
 Quality
and fresh
products
 Use of
fresh
ingredients
 Facility to
customize
product
Customer
relationship
 Trust
 Politeness
 Honesty
 Services
Cus
tom
er
seg
men
t

C

A

C

S
Key resources
 High quality
services, sweets
 Good bakers
 Efficient bakery
tools and
equipments
 Well-trained
staff
 Web page
Channels
 Awareness
 Evaluation
 Purchase
 After sales
 Feedbacks
 Delivery
Vehicles

Cost structure
 Machinery
 Ipads
 Advertisements
 Big shop
 Supplier of food
 Employee programs
Revenue Streams
 Events
 Chef classes
 Social media
 Cupcakes
 Sweets
 All the activities
Through the above business model, it is found that Roxie Cakes and desserts can utilize
key resources with the help of key partners to earn higher amount of revenue. With this, they will
be able to keep control over the cost to earn potential amount of sales & revenue in future period
of time.
5.6 Chapter Summary
Out of the above-discussed points, it can be summarized that strategic analysis is important
for the new venture in order to understand their existing level of performance which will make
them enable to take appropriate corrective actions in future. It is found that the major source of
competitive advantage for Roxie cakes and desserts is their quality of products and services. It
makes them different from other competitors. In order to get success in future, they are required t
implement effective strategies in terms of providing discounts, using latest technology and
recording the feedbacks of customers in an appropriate manner.

CHAPTER 6: EVALUATION OF BUSINESS PLAN
6.1 Introduction
Business plan is prepared to start as well as run a new business. Here, it is imperative to
analyze the performance of business plan in timely manner so that appropriate steps can be taken
for further improvements (Rivoal and Haselip, 2018). This section of report is highly important
as it covers assessment of business plan, schedule, viability of business and more. Additionally,
success and failure factors of the respective business plan will also be covered in the respective
section in significant manner.
6.2 Overall assessment of the Business Plan
In present context, a new business venture has been started that will offer quality and fresh
desserts, cakes to the customers. The main aim of respective venture is to earn substantial
amount of profit by offering quality and fresh food products to the end users. Roxie cakes and
desserts will be providing different customizable options to their customers so that they can meet
own needs and enjoy different occasion and enhance their experiences. Customization is also
useful in controlling interactions with the customers so that use experience can be recorded in
order to increase organizational prominence. Roxie cakes and desserts is working with the USP
that they will be using fresh ingredients for their cakes so that to increase its perish ability. The
overall business plan is effective and will be able to drive huge success for the respective
venture.
6.3 Business Plan schedule......from raising capital...stage by stage….setting out key events/
resource requirements for successful operation of the Business Model
 Executive Summary: The respective plan is about Roxie cakes and desserts that is a
new business venture, offers quality as well as fresh bakery products to the customers.
The main aim of starting the respective venture is to earn substantial amount of profit by
providing quality food to the buyers.
 Company description: Roxie Cakes and desserts is a new startup based on UK. It will
offer cakes, biscuits, desserts and other such bakery products. They emphasis on quality
and freshness of products hence they prefer to use fresh ingredients in production. Apart

from this, they are likely to offer customize products to the buyers to gain their attention
significantly.
 Products and services: Roxie cakes and desserts is going to ease the process of
customization so that customers do not ever hesitate to think creative ideas. The
organization will provide such cakes options to their customers which are suitable for
different occasions and festivals.
 Market analysis: The food industry of UK is growing rapidly hence the scope of growth
is also high. In addition, the present venture is based on quality and fresh bakery products
that are liked by the customers. In UK, ample number of bakery products providers are
present. As a result, the respective entity will have to face significant competition in
market.
 Strategy and implementation: By looking at the competition in the industry, the
respective venture needs to have appropriate strategies. For this purpose, they are likely
to adopt significant strategies such as offering discounts, using technology and more to
gain the attention of buyers in significant manner.
 Organization and management team: In this context, Roxie cakes and desserts has
efficient organization and management team. They will follow hierarchical
organizational structure to maintain appropriate communication between management &
team members.
 Financial plan and projections: The new setup will determine whether or not it is
suitable for long-term growth and whether or not to launch the services. As the business
must be aware of the cash flow actions, this analysis is related to the potential for startup.
Additionally, it will enable the company to continue with budgeting and the planning
process, enabling effective use of the information.
6.4 Is the business viable?
Yes, the new business is viable in current environment. There is main focus is on
production of fresh and quality products. By looking at the customers prospective, lower amount
of calories is used in the production. In addition to this, the business owners of the venture keep

focus on producing quality products. They prepare cakes, desserts and other such bakery
products for different occasions. The major USP of the new venture is use of fresh and quality
ingredients. This will help them in gaining the attention of buyers significantly that will also
contribute in success of the venture in future period of time.
6.5 Discussion of critical success/failure factors
Success Factors:
 Increase customer’s satisfaction: High customer satisfaction depicts the growth of
business. Satisfies customers are the major assets of the company as they also contribute
in future enlargement in an efficient manner (Susanto and et. al., 2018).
 Quality services: It is another important factor success factor where the quality of
service is measured significantly. If company offers quality services to the customers, it
helps in ensuring growth in the future period of time.
Failure Factors:
 Lack of Coordination: This factor caused failure of a business. For running a business
successfully, it is imperative to have appropriate coordination among team members
(O’Donnell and Dahl-Popolizio, 2018). In context of the respective new venture, lack of
coordination among team members might cause failure of the entire business plan.
6.6 Chapter summary
After going through with the above-mentioned information, it is found that the business plan
of starting a new venture names as Roxie cakes and desserts is effective. There is requirement to
follow ample of steps to successfully implement a business plan. Additionally, there are various
success and failure factors that also put a major impact on the viability of the respective business
plan

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