Comprehensive Business Plan: Natural's Kitchen New Venture in London

This report details a comprehensive business plan for launching Natural's Kitchen, a new food and beverage startup in London focused on providing organic and nutritious food. The plan includes a description of the business venture, critical success factors, product and service offerings, and a thorough market analysis assessing competition and target markets. Marketing and sales strategies are outlined, including the marketing mix, alongside a detailed operational plan and organizational chart. Financial projections and potential funding sources are also discussed, providing a complete overview of the requirements for successfully launching and sustaining Natural's Kitchen in the competitive London food market. Desklib provides students access to a wealth of resources, including similar business plans and solved assignments, to aid in their studies.

Business Plan for New
Venture

EXECUTIVE SUMMARY
This report is based on business plan which is required to carry a business venture
effectively. This report explains about launching a new business in food and beverages sector.
This explains about of business idea about opening up a new start up Natural' s kitchen
restaurant. As it explains about new business idea of business. Along with there are some of
necessities which are to be analysed before running up a new start up in corporate market. This
report highlights about business plan which is required to carry business practices effectively. It
explains about certain aspects like marketing offerings, strategies, operational plan as well as
other aspects which are required carry business practices effectively.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
Description of business venture as well as determination of critical success factors.................2
Understanding of product as service offerings............................................................................3
Market analysis as well as assessment of competition................................................................4
Marketing as well as sales strategies with explanation of marketing mix of venture.................6
Description of operational plan...................................................................................................7
Organisational chart as well as responsibilities of key individuals in management...................9
Financial projection of venture.................................................................................................10
Sources of funding required by new venture............................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12
2

INTRODUCTION
Business plan is said to be a formal written document which consists of objectives well as
aims of business. It is basically a document which provides a description as well as
understanding of overview of company's future. It is necessary for all businesses to carry its
business plan. It explains business strategy as well as key objectives of business that states
where business wants to achieve in future. It generally helps in performing as well as carrying
out different business practices. An effective business could help in getting more funds, new
business partners as well as investments for business (WAMBUI and JOSPHINE, 2021). It is
generally said to be roadmap for business that gives effective guidance and directions so that
business could be able to plan their future practices as well as avoid barriers in their working
practices. Business plan for any venture should clear as well as specific so that effectiveness of
business could be maintained. These plans are beneficial for carrying up new start up businesses.
Every and each business should carry their business plan for performing their practices well in
corporate markets so effective opportunities that are present in markets could be grabbed.
This report is based on business plan for new ventures in which new venture which is
carried up is Natural's kitchen that deals in selling food and beverages items in markets of
London. It is a new London based start-up that sells organic nutritious food to its customers
(Addae, 2021). This report highlights on idea of business venture with its determined success
factors with understanding of services and product offerings. It include market analysis that deals
in determination of present competition in markets. Along with there is marketing as well as
sales strategies with explanation of 4Ps of marketing with detailed operational plan. It also
consists organisational chart with responsibilities of key individuals in management and financial
projection that explains about financial requirements of business. At last it includes sources of
funding that could be required by new venture followed by its conclusion.
MAIN BODY
Description of business venture as well as determination of critical success factors.
Starting up a new business as a restaurant in food and beverage sector could be successful
in markets. In present scenarios individuals as well as businesses are facing a rapid growth in
carrying business in food and beverage sector. In order to have quality nutritious food items with
peaceful environment, individuals loves to enjoy that restaurant's services and offerings.
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Different countries are having fast and quick growth in food industry. As mostly in present
scenarios individuals generally prefers to go out for having quality nutritious food in order to
have memorable experience as well as save their time in terms of cooking at their home. For
business of carrying up new start up “Natural's kitchen” could prove to be beneficial. Customers
are generally nor preferring outside food with full quality and nutrition rather than cooking at
homes, as it saves their time in terms of getting indulged in cooking and food to have outside
taste as well. Business idea of opening up new venture Natural's kitchen could be fruitful. As it is
dealing in providing organic food and beverages products with high quality and nutrition in
affordable prices (Thuy, 2021). It is a London based restaurant startup also provides a beautiful
ambience near mesmerising view of London eye with quality food so that customers could
enjoy. Startup is having major target customer for their food and beverage restaurant is young
and adults individuals that are mostly health conscious and loves outside food as well. Natural's
kitchen is providing them highly nutritious organic street food to youngsters so that they could
be able to serve customers more better. Along Natural's kitchen is providing their services to
customers of other segment as well in order to generate profits.
As being a startup in food and beverage sector there are various success factors for their
business. In accordance with Natural's kitchen, identified success factors for their startup are as
follows:
 Natural's kitchen is providing quality food with highly nutritious as well as organic that is
now going with trend.
 Startup up is providing quality food and beverages products with in affordable prices in
order to build large customer base in order to have to success in food markets.
 Natural's kitchen is targetting majorly youngster that are more in population and loves to
have outside food more.
 They are having service of collecting customer's feedback so that startup could be able to
make modifications in their offerings which could result in having growth.
 They are having empowered staff members that are always present for resolving
customer's queries that directly generates satisfaction among them that could led to have
growth and success of food startup (Wilder,2021).
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 Natural' s kitchen is using effective and advanced technology in their working practices
in terms of cooking as well as dealing with customers in their queries that could help start
up in achieving success.
Understanding of product as service offerings.
For running business practices effectively it is necessary for business to provide effective
service offerings in terms of products as well as services to customers to so that customer
satisfaction could be increased. Product as well as service offering could helps businesses to
grow their business practices effectively as it is just a way new startup to generate revenues for
them. It is necessary for new start up businesses to provide products as well as service offerings
so that they could to be able to survive as well as carry their business practices in markets. In
accordance with Natural's kitchen product as well as service offerings that are provided by new
startup for their customers are as follows: Organic and high quality food: Natural's kitchen is providing high quality and organic
street food items for their customers (Duong, 2021). Startup business is providing organic
food dishes that states they are preparing their dishes with organic oil and vegetables
which is healthy as well as nutritious for customers. Mesmerising London view: Natural's kitchen is providing relaxed ambience to customers
with high quality food services. They are providing relaxed as well as peaceful ambience
with view of London eye in their front. Startup business is providing wonderful and
peaceful ambience for their customers where they can come, enjoy and spend their
quality time with friends and families. Customization: Natural's kitchen is providing customization service in their food and
beverages products according needs and demands of customers. They are majorly
focusing on providing them satisfaction in terms of dishes which they are providing and
for that startup is providing customization service for customers. In this service
customers can customize their dishes in terms of taste, quantity as well as size so that
could be able to enjoy their food well. Online delivery: Natural's kitchen is providing service of taking online orders of
customers as well as provide them food delivery to customers in 30 minutes with an
assurance after preparing food (Adapa, Sheridan and Yarram, 2021). Startup is focusing
on providing effective delivery to customers who do not have much time to visit place
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and wants their food at their home or any other place. Also with that Natural's kitchen is
providing wraps and rolls that could save time of customers where they can carry their
work while eating them. Startup is generally online order by effective advanced
technology so that customers could find it easy in terms of ordering their food.
 Customer feedback: Natural's kitchen is providing service of customer feedback where
customers could provide reviews about food as well a service of startup. By taking help
of feedbacks startup could make changes in their working in order to go with trends and
needs of markets do that they could be able to survive in business markets by making
profits. Startup believes in taking feedbacks from their customers as it is beneficial for
them that could help them in making changes according to them in order to provide them
more satisfaction in higher terms.
Market analysis as well as assessment of competition.
In order to run any business practice effectively, very first task which is to performed by
business is a performing analysis of market. Without analysing market it will become crucial for
business to carry their business practices effectively. Market analysis is generally defined to a
quantitative as well as qualitative technique or assessment of market. Market analysis basically
searches into size of market in terms of its value and volume, various customer segment as well
as purchasing patterns with different alternatives (Veiga, 2021). As starting business in food and
beverage sector it becomes necessary for Natural' s kitchen to evaluate needs as well as
requirements of markets and according to that make strategies according to way that could
satisfy need and wants of market and customer as well. Market analysis helps in evaluating
various competitors which are present in that particular market. In accordance with Natural' s
kitchen market analysis of startup business are as follows: Target market: It has been evaluated that Natural' s kitchen is targetting food and
beverages markets which is a growing a market segment in London markets (Seaman and
McQuaid, 2021). As in London most of youngsters are of working nature and are health
conscious so this opening up startup in this food and beverage sector could be beneficial
for business. In food target market customers are of foodie nature as well as they
demands for quality products, so for that Natural' s kitchen have to make sure that they
are providing quality services.
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 Market trends: By determining market trends it has been determined that food and
beverages market are constantly growing. In accordance with recent market trends it has
evaluated that starting up business in food and beverage sector could be beneficial as
food is having a growth in present sector (Au and Chung, 2021). Along with in viewpoint
of future predictions this will grow more. As Natural' s kitchen is providing organic street
food to customers that could help them in meeting future demands and changes in
markets. Competitor's profile: As food industry is a growing business sector in today's market
world so it is usual to have intense competition in food and beverages market. For that
Natural' s kitchen could face an intense competition in food and beverages markets which
could hamper their business practices as there are various competitors companies that are
providing same products as well as services to customers. So in order to deal with
competition effectively it is essential for Natural' s kitchen to provide unique and creative
services for maintaining their survival in markets. Competitive advantage: In this element it has been determined that Natural' s kitchen is
providing a unique feature of providing organic food products with in affordable prices
which makes their business practices unique as well as it could help them in dealing with
competitors smoothly. Along with they are using advanced technology that could help
them in creating competitive advantage towards them. Advantage to customers: This element of market assessment helps in analysing that
products as well as services that are provided by Natural' s kitchen could help customers
in fulfilling their requirements as well as helps startup business in increasing their sales
(Lim, Kaur and Cheong, 2021). As customers are getting benefit of getting effective
customer service that could help them in increase in their satisfaction level.
 Target company revenues: As being business from food and beverage sector which is
growing in their future prediction could carry effective target revenues that could result in
maximising profitability of company. From various trends in markets as well as financial
projection it has been identified that Natural' s kitchen could be able to generate more
profits.
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Marketing as well as sales strategies with explanation of marketing mix of venture.
Marketing strategies are defined to ways which could be used by businesses in order to
reach towards target audiences. Along with sales strategy is referred to a way that explains about
how business will convert individuals to their prospective customers. Marketing strategy
generally sets direction for businesses for engaging with their prospective customers so they
could be able to promote their core message as well as generate interest in company. Marketing
and sales strategies could be carried by examining offerings of startup which includes product,
price, place as well as promotion of offerings. It could be determined by examining these
elements of business (Jones, 2021). It could be explained by identifying marketing mix of
company where offerings of companies are explained. In accordance with Natural' s kitchen,
marketing mix of startup which could help in carrying out their business practices well are
explained as follows: Product: In relation to Natural' s kitchen, new business startup is dealing in food and
beverages sector. And they care carrying their offerings of providing organic street food
with high quality with major focus of target audience of youngsters. Along with they are
providing their high quality food services with a memorable and relaxed ambience in
front of London eye. Start up is providing online food delivery service as well with wrap
and rolls food items for their customers are in hurry as well as not get time to come and
enjoy. Natural' s kitchen is majorly focus on providing organic food and beverages
services to customers that are health conscious. Price: Natural' s kitchen is providing organic food dishes to customers with an affordable
prices. As in order to attract more customers as well as build large customer base startup
is using penetration pricing strategy for generating more revenues. They are majorly
focused on providing their products as well as services with in affordable price so that
every customer could be able to avail their services. Along with startup is charging its
food delivery according to distance of delivery which is provided by customers so that
they could be able to pay according to their distance. Place: In relation to Natural' s kitchen they element relates to chosen place where
business is operating (Hahn and Hossain, 2021). As Natural' s kitchen is operating in
London, they are carrying their food and beverage restaurant near London eye so that
customers could able to enjoy their food and beverages dishes with beautiful view of
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London eye and relaxed ambience. In order to generate more revenues startup is keeping
their focus on enlarging their outlet area so that they could be able to serve more
customers. Along with startup is implementing effective advanced technology that could
help them in serving customers more better.
 Promotion: This strategy is defined to a way of promoting offerings of business in front
to customers in order to make them aware in terms of purchasing their products as well
as services in an effective manner (Scott, 2021). As Natural' s kitchen is using various
modes or promotion like social media advertising as well as pamphlets so that they could
be able to make their customers aware about their restaurant. Along with promote their
services more Natural' s kitchen is providing certain offers on their food and drink
products that could them in grabbing more customers in an effective way.
As these marketing and sales strategies could help Natural' s kitchen to carry their
business practices in appropriate manner. As these are said to be policies as well as strategies
that are required by startup on essential basis in order to create profits on higher numbers.
Description of operational plan.
Operational plan is a detail oriented plan which clearly identifies and refers how team as
well as department could contribute in reaching towards company objectives. It basically
outlines daily operations which are required to be performed for running business practices
effectively (Williams, Rodriguez Sanchez and Škokić, 2021). Operational plan generally ensures
that it should execute them within specified period of time. It helps in mapping out operational
practices which could ensure a clear direction to business as well as operational objective could
be achieved. As in carrying business practices in food and beverages operational plan is said to
an integral part for restaurant business plan as it consists of how restaurant business could
function as well as carry their practices in daily operations. In accordance with Natural' s kitchen
operational plan for startup business is as follows: Accurate menu: As menu for starting up restaurant business should be appealing so that
customers could be get attracted towards them. In relation to Natural' s kitchen, startup
business could select their dishes that are easy for serving as they are focused on serving
organic street food. Startup could depend on standbys which could hold up well on low
heat over time. Along with this element states insetting correct menu according to
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customer's demands with affordable prices which could help in providing effective
services to customers. Food procurement process: Production process for Natural' s kitchen are to be
streamlined in order to create new affordable menu. It could reflect simplicity as well as
straightforwardness of restaurant business (Yan and Yu, 2021). In that customers could
save money as well as limit their waste by incorporating organic ingredients into multiple
menu items. By incorporating this it could help maintaining inventory levels of their
organic food products. Essential staff needs: As restaurant business can carry their business practices with
smaller staff as well rather than full service operations (Wheeler and Buckley, 2021). In
relation to Natural' s kitchen, startup business is implementing smart and advanced
technology in serving customers their order in an effective. Along with they are also
using taking online orders in order to make online deliveries of their food products to
customers. Operating system: It is necessary for Natural' s kitchen to implement effective operating
system by taking use of proper organisational culture as well as structure for carrying up
startup in well manner. As Natural' s kitchen could ensure that they are taking proper use
of fresh and organic products in terms of preparing their food. Along with startup
business could use online payment modes for paying bills that could help in avoiding
long lines.
 Training to staff members: In order to run business practices effectively for startup it is
necessary for Natural' s kitchen to provide training to their staff members so that they
could be able to deals with customers effectively by handling their queries. By providing
to staff members on skills like greeting of customers, solving their queries and others
could help in increasing their brand image as they could be able to serve customers more
better.
Organisational chart as well as responsibilities of key individuals in management.
Organisational chart generally shows about how management of startup as well as their
employees are guided to perform their desired role in order to accomplish their objectives in an
effective manner. It basically presents structure of startup as well as relationship among different
parts as well as positions.
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 Management: As this element of organisational chart helps in identifying organisational
structure. It determines that Natural' s kitchen, startup business is carrying effective
management practices (Neumeyer and Santos, 2021). As manager of startup carries
responsibility of ensuring proper management and carrying things in an effective manner
by serving customers more better. Staffing: In this element of organisational chart, it becomes responsibility of business
and high authorities manager to hire skilled and trained employees so that they could be
able to deal with customers as well as carry their duties in an effective manner. In
Natural' s kitchen startup is hiring effectively skilled as well as trained workforce that
could help them in serving customers more better. Training plans: It is necessary to provide training to employees according to regular
changes which takes place in their workplace. As Natural' s kitchen is focused in
providing training to its staff member in terms dealing with customers as well as dealing
with mode of technology which is being used in taking online order as well as preparing
food with new equipments (Leote, Teixeira and Galvão, 2021). By performing training
programmes startup could be able to deal with contingencies in an effective manner
which could lead in increasing profitability of business.
 Operations: These practices could lead in carrying business practices in an effective
manner by carrying operation. As Natural' s kitchen is using mode of advanced
technology which is used in terms of taking online orders from customers. Along with
startup is providing facility of providing customer feedback that could help in reviewing
change and according to that making modifications in provided services to customers so
that sustainability of startup could be maintained.
The roles as well as responsibilities for running business practices is essential to be
carried as it helps in increasing efficiency of startup by providing effective services to customers
which could lead in generation of profits in higher terms. Organisational chart generally helps in
analysing relationship between parts as well as position among employees that are working in
restaurant. As these practices could help startup in performing their business practices in an
effective manner in corporate markets.
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Financial projection of venture.
In order to carry business practices effectively and run business it is essential for them to
analyse financial statements that could help in evaluating cash inflows and outflows as well as
profit statements of business (Jiao, Ling and Kellermanns, 2021). As financials projections helps
in analysing financial position of business as well as analysing profit margins for company. The
financial forecast allows business to assess whether or not their project is likely to be profitable.
In accordance with Natural’s kitchen financial projection of startup are as follows:
Financial Plan
Sales forecast:
Sales Forecast
Sales
Hotels 128,000 143,000 173,000
Restaurants 185,000 203,000 246,000
Total Sales 313,000 346,000 419,000
Direct Cost of Sales FY 2021 FY 2022 FY 2023
Hotels 12,800 15,000 16,400
Restaurants 18,500 20,300 23,900
Subtotal Direct Cost of Sales 31,300 35,300 40,300
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Break even analysis: The monthly break-even point is 24,989.
Break-even Analysis
Monthly Revenue Break-even 24,989
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Assumptions:
Average Percent Variable Cost 10%
Estimated Monthly Fixed Cost 22,490
Projected profit and loss statement:
1st year 2nd year 3rd year
Sales 313,000 346,000 419,000
Direct Cost of Sales 31,300 35,300 40,300
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Other Production Expenses 0 0 0
Total Cost of Sales 31,300 35,300 40,300
Gross Margin 281,700 310,700 378,700
Gross Margin % 90.00% 89.80% 90.38%
Expenses
Payroll 199,200 215,136 247,406
Sales and Marketing and Other Expenses 6,000 8,000 10,000
Depreciation 9,600 9,600 9,600
Leased Equipment 0 0 0
Utilities 3,600 12,000 12,000
Insurance 9,600 9,600 9,600
Rent 12,000 12,000 12,000
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Payroll Taxes 29,880 32,270 37,111
Other 0 0 0
Total Operating Expenses 269,880 298,606 337,717
Profit Before Interest and Taxes 11,820 12,094 40,983
EBITDA 21,420 21,694 50,583
Interest Expense 4,760 3,405 1,715
Taxes Incurred 2,118 2,607 11,780
Net Profit 4,942 6,082 27,488
Net Profit/Sales 1.58% 1.76% 6.56%
Projected cash flow
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Pro Forma Cash Flow
Cash received 1st year 2nd year 3rd year
Cash from Operations
Cash Sales 78,250 86,500 104,750
Cash from Receivables 203,750 254,756 303,755
Subtotal Cash from Operations 282,000 341,256 408,505
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Additional Cash Received
Sales Tax, VAT, HST/GST Received 0 0 0
New Current Borrowing 0 0 0
New Other Liabilities (interest-free) 0 0 0
New Long-term Liabilities 50,000 0 0
Sales of Other Current Assets 0 0 0
Sales of Long-term Assets 0 0 0
New Investment Received 0 0 0
Subtotal Cash Received 332,000 341,256 408,505
Expenditures FY 2021 FY 2022 FY 2023
Expenditures from Operations
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Cash Spending 199,200 215,136 247,406
Bill Payments 94,829 115,954 133,454
Subtotal Spent on Operations 294,029 331,090 380,860
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out 0 0 0
Principal Repayment of Current Borrowing 1,200 1,200 600
Other Liabilities Principal Repayment 0 0 0
Long-term Liabilities Principal Repayment 18,000 18,300 13,700
Purchase Other Current Assets 0 0 0
Purchase Long-term Assets 0 0 0
Dividends 0 0 0
Subtotal Cash Spent 313,229 350,590 395,160
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Net Cash Flow 18,771 (9,335) 13,345
Cash Balance 88,771 79,437 92,781
Projected balance sheet
Pro Forma Balance Sheet
Assets
Current Assets
Cash 88,771 79,437 92,781
Accounts Receivable 45,000 49,744 60,240
Inventory 3,410 3,846 4,391
Other Current Assets 5,000 5,000 5,000
Total Current Assets 142,181 138,027 162,412
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Long-term Assets
Long-term Assets 36,736 36,736 36,736
Accumulated Depreciation 14,848 24,448 34,048
Total Long-term Assets 21,888 12,288 2,688
Total Assets 164,069 150,315 165,100
Liabilities and Capital FY 2003 FY 2004 FY 2005
Current Liabilities
Accounts Payable 9,839 9,503 11,100
Current Borrowing 1,800 600 0
Other Current Liabilities 0 0 0
Subtotal Current Liabilities 11,639 10,103 11,100
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Long-term Liabilities 42,000 23,700 10,000
Total Liabilities 53,639 33,803 21,100
Paid-in Capital 0 0 0
Retained Earnings 105,488 110,430 116,512
Earnings 4,942 6,082 27,488
Total Capital 110,430 116,512 144,000
Total Liabilities and Capital 164,069 150,315 165,100
Net Worth 110,430 116,512 144,000
Sources of funding required by new venture.
For carrying up new startup business it is necessary for business to generate capital for
performing business practices. It is referred to be most essential element that is to be present in
business for carrying up business practices. In order to start new business as well as meet new
expenses there are various sources of funding that could be used by businesses in order perform
their business practices in markets (Manwaring, Weirup and Balachandra,2021). As new startup
business could acquire funds from both sources which are relied on internal as well as external
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sources. In accordance with Natural's kitchen various sources of funds that could be acquired by
startup are as follows:
 Personal savings: It is said to be most appealing source of funding as it take
implementation of own money in order to have a jump start for performing business.
This source of funding do requires any interest rate. In accordance with Natural's
kitchen startup business could acquire funding source of personal saving of their owners
for meeting up their requirements as well as expenses.
 Bank loan: It is said to be one of most popular source of funding that could be
implemented by startup businesses. Funding could be acquired form this source by
applying bank loan for a specific amount as well as when required amount is acquired
business they could repay back to bank with a particular amount of interest rate. In
relation to Natural's kitchen, new start up business could acquire bank loans for meeting
expenses as well as establishing their business in corporate markets.
 Crowdfunding: This source of funding involves taking of small amount of capital from
a large number of individuals by implementing mode of internet (Onyama, 2021). This
type of funding could make implementation of large networks with different platforms
by performing up their goal of attracting customers. In accordance with Natural's
kitchen start up business could acquire funds by using this mode of finance by
implementing various digital platforms.
 Partnerships:It is an another way of acquiring funds (Youtie, Kwon and Woo, 2021). It
is a effective way for acquiring funds. As in partnership in restaurant business it makes
it easier to have investment in business as it reduces amount of risk in terms of profits
and loss for future business practices. In relation to Natural's kitchen, startup could
acquire funds by performing partnership activity as it becomes easy for them for make
their investing.
CONCLUSION
It has been concluded from above report that in order to carry out business practices
effectively it is essential for companies to carry their business so that they could be able to carry
their business practices effectively by fulfilling their planned goals. This report highlight about
role as well as relevance of business plan in carrying up a new start up so that they could be able
to carry their business practices effectively. It explains about certain activities like business idea,
21

market analysis, competition, required finances and many other practices which are required to
be performed by new startup in order to keep themselves sustained in market. This management
report explains about business plan for a new start up that deals in food and beverages sectors. It
explains about business idea of new startup Natural's kitchen and its offerings which is described
by explaining 4Ps of marketing. Along it has explained about certain activities like market and
competition analysis which is required by business to work on as well as financial requirements
of budgets are explains which is required by start up business to carry their business practices
effectively. At last it explains about sources of funding that could be availed by startup in order
to carry its business practices well in markets.
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