Morgan's Cafe: Launching a New Venture - Business Plan and Strategy

This project focuses on the launch of Morgan's Cafe, a new venture aiming to provide healthy food and drinks. The project includes a detailed business plan, starting with an introduction that highlights the growing consumer interest in healthy food options. Task 1 covers target market identification, competitive analysis (with Starbucks as a primary competitor), and SWOT analysis. It outlines the cafe's objectives and mission, emphasizing the importance of healthy offerings and a relaxed environment. The project also details tangible and intangible resources required, including financial capital, inventory, intellectual property, and goodwill. Task 2 analyzes the skills and capabilities needed by the entrepreneur, such as project management, leadership, marketing, and financial management. Task 3 focuses on promotional activities and channels, discussing personal promotions, digital marketing, and public relations strategies for both the launch and pre-launch phases. Task 4 provides a monthly cash budget and discusses the appropriate legal form for the venture. The conclusion summarizes the key findings and recommendations, emphasizing the importance of a well-defined business plan and effective marketing strategies for the cafe's success. The project is designed to provide a comprehensive overview of the steps and considerations involved in launching a new venture within the food and beverage industry.

Launching a New
Venture

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Specific target markets and undertaking competitive analysis..............................................3
P2 Specific tangible and intangible resources..............................................................................5
P3 Final proposal for establishing a new venture........................................................................6
TASK 2............................................................................................................................................8
P4 Skills and capabilities required to launch a new venture........................................................8
TASK 3............................................................................................................................................9
P5 Different promotional activities and channels to support the launch.....................................9
P6 Appropriate promotional activities plan for both launch and pre-launch.............................11
TASK 4..........................................................................................................................................12
P7 Monthly cash budget.............................................................................................................12
P8 An appropriate legal form for the venture............................................................................14
CONCLUSION..............................................................................................................................15
REEFRENCES..............................................................................................................................16

INTRODUCTION
In modern time there are several businesses that are trying to establish a new company in the
consumer field (Baron and Tang, 2011). A businessman faces number of obstacles and brings
into proper action as well as creative and original concept of business to set up their new
company. The new business venture selected is Morgan’s café and restaurant which aim to
provide healthy food items and drinks as per customer requirement.
The aim of this study is to explore the resource set required to start a new company, examine
the strengths and skills that are being learned for growth. In addition, the skills and abilities
which are important for the operating company are described in a structured way with the aid of
numerous marketing activities which are needed before preparing for both the start and pre-
launch phase. Finally, this article contains recommendations of a fitting legal framework for
chosen company.
TASK 1
P1. Specific target markets and undertaking competitive analysis
Understanding U.K customer increasing curiosity with healthy food stuff, a new cafe and
restaurant name Morgan have been established near Manchester streets. This café delivers the
finest roasted and cooked coffee to its customers, along low calories amenities with such as tea,
baked goods, bakery items etc. This is a rare cafe in spite of interior and exterior architecture
which helps draws as many customers attraction in upcoming time. In fact, healthy and security
tests are carried for dishes before making any delivery to customers (Launching a new venture,
2020).
Objectives:
 To be selected by the local state for the "best new Coffee Bar in the UK."
 Handle production with a ratio of about 65 per cent.
Mission:
The organization's café goal is to make every attempt to develop healthy drinks and food for
consumers and provide a relaxed and enjoyable environment for socializing and enjoying.

Target market:
To meet the targeted customer audience, this is needed to establish a target demographic for
case that will efficiently aid in achieving the ultimate outcome. Target audience applies to the
specific category or individual parameters at which a business enterprise or company is aimed.
Morgan’s café and restaurant key targets are intelligent adult adolescents, family member etc.
The whole cafe also strives to improve customers around medium income and expenses, health
care worker. Moreover the due to versatility in operation customer can ask for their own
ingredients and items as per their need and desire. Young and fitness freak people are the
main population group that Morgan’s café and restaurant has concentrated on targeting as they
can get their nutritious drinks and low fat food products.
Competitive Analysis: Morgan’s café and restaurant main rival is Starbucks in the United
Kingdom, that competes with every company selling Coffee and relevant product. Starbucks
offer large variety of coffee and healthy product and have a good brand image among customer
that makes uneasy for new business to survive for longer period and break customers. Starbucks
of strengths includes effective pricing strategy that help in offering various goods at reasonable
cost which took the mind-set of customers as the best company in entire industry within local
and international market. Respective cafe has developed a stronger USP which enables to
provide goods at decent prices with superior quality in the competitive sector that can lead to
succeed in future year (Simon and Shrader, 2012).
SWOT Analysis:
STRENGTH
The coffee shop of Morgan's biggest asset has
been that it sells cheaper goods and creates more
clients and greater benefit.
WEAKNESS
Moderate sales revenue and increased
competition make it extremely difficult to
connect the international market.
OPPORTUNITY
Morgan's coffee will combine to extend its
activities and activity at a larger level with
smaller firms.
THREATS
The set of small coffee shops by household will
not let Morgan’s to increase their sales by good
margin.

P2 Specific tangible and intangible resources
Morgan’s café and restaurant uses healthy ingredients to deliver best quality products
accordance to the guidelines of food corporation U.K. There have been two kinds of capital the
organization wants to hold, i.e. measurable and intangible capital. Any of those services are
listed here:
 Tangible Resources: Tangible capital may be considered as the actual plant structure,
machinery, raw material, etc. The basic monetary capital calculation comprising of
monetary and resource services should be used to prepare food item. Morgan’s café and
restaurant retail stores and manpower. Manpower involves skilled chef and cook,
enhanced management capabilities as well as other coffee shop types etc.
Cash / Funds: If an individual launches a new enterprise or undertakes the first major
investment, capital is without the operation.
Inventory: Another valuable tool needed by the new organization is storage as it lets companies
continue to work for a long time.
 Intangible Resources: A large range of content such as patents, trademarks, customer
relationships, business culture & picture, technology, these tools in the manufacturing
process and business activities that play a very important role. IP of organization
basically comprises of products such as copyrights, trademarks, licenses, industry
methods, together with market awareness, reputation, service practices, style, worker's
characteristic etc. (Bijker and et. al., 2012).
Goodwill: This is among the most essential resources needed by new businesses and
entrepreneurs, since economic activity varies based on their goodwill on the real economy.
Intellectual Property Right: The IPR that defines all provisions in order to product
development, the emblem, the title, etc., is also recognized as intellectual property.
Licence: This is the legal contract which is needed by the Morgan’s café in order to run its
operation and perform business activities as per the government norms.

P3 Final proposal for establishing a new venture
An idea or business strategy may break or generate chance to build new customers. If
delivering different programs or goods by a small entity or a big corporation, the idea is very
clear in fulfilling the goals and mission of the entire business in an acceptable or coordinated
fashion.
Business Plan
“Morgan’s café and restaurant”. All your fitness foodie needs gets fulfilled
here.
Executive Summary In present time, most of the countries are facing a major health
disease “Obesity”. The problem is so big that number of
individual are over weighted and due to which certain other
health issues make difficult in living. The main reason behind
over weighted population is habitual of eating fast food and
high calories bakery goods and over drinking of soft drinks
which pollutes body (Klotz and et. al., 2014).
Mission Statement Thus, all these problems are going to be resolved with the
establishment of new café because only health drinks of every kind
and low fatty product are delivered by Morgan’s which is the main
mission of company.
Product Description Beet Juice: This help to lower blood pressure and also increase the
stamina along with increasing the blood flow to the brain in adults.
POMEGRANATE JUICE: This works in preventing
inflammation while still battling breast cancer, heart disorder and
lung cancer.
GREEN TEA AND COFFEE: It is helpful in preventing
inflammation while still battling breast cancer, Heart
disorder and lung cancer

Olive Garden: Zoodles Primavera with Chicken or Shrimp
Applebee’s: Blackened Cajun Salmon
Chipotle: Bowl with Chicken, Beans, Vegetables, Lettuce, Tomato
and Half a Portion of mashed potatoes.
Financial Planning
Financial preparation for Morgan's is conducted by the company's
funding and accounting department to insure that the firm's earnings
status and results are understood. Virgin Money, Barclay’s
businesses, etc. support organizations carry out their roles and
activities.
Time planning It is very important to complete the work as per the set
deadline that helps in attaining the main results of business. In
the context of Morgan’s café and restaurant the following time
planner is as follows
Activities Date Time period
Budget approval 01/02/2020-
03/02/2020
2 days
Interior and exterior
designing
04/02/2020-
10/02/2020
7 days
Hiring of staff 11/02/2020-
13/02/2020
3 days
Assigning of Duties 14/02/2020-
15/02/2020
2 days
Testing of food and
services quality
16/02/2020-
18/02/2020
3 days
Making
improvement and
19/02/2020-
20/02/2020
2 days

again reviewing
Pricing plan Morgan’s café and restaurant implement skimming pricing
strategy that support in setting faithful price of product at
introductory stage so that decent profit can be earned and customer
base can be increased.
Competitor analysis There have been number of café and coffee shops selling the
kind of healthy and nutritious food items which can be a major rival
for newly developed Morgan’s café and restaurant. Thus, superior
quality and extreme satisfactory services help in attracting large
number of customer.
TASK 2
P4 Skills and capabilities required to launch a new venture
In order to operate a company in a more practical and successful manner, an entrepreneur
will have other talents and strengths that will help create progress with his new venture. Any
underlying characteristics and attributes within the enterprise are listed here that can help
accomplish aims and priorities by Morgan’s café and restaurant entrepreneur:
Project Management: Business enterprise arrives in critical sizes that include the potential to
help handle the entire Morgan’s café and restaurant scheme as well as control the logistics and
company practices.
Leadership Skills: Leadership qualities help to successfully inspire and empower the team
members. Organizational performance relies on organizational efficiency and morale. A strong
leadership quality in the businessman must bear the chance of performance for moving company
in the right way (Koirala and et. al., 2016).
Presenting: Introduction is a significant factor if it is a company or presenting a proposal of new
business is the main element of success that helps in reaching the right audience. Therefore,
Morgan’s café and restaurant Kaleidoscope businessman will pose his viewpoints and
make uniquely place in the competitive environment.

Optimistic and Visionary: Businessman will have the courage to remain confident in the most
difficult setting, as well as to remain imaginative in going as much as an average citizen.
Morgan’s café and restaurant wants to build these capabilities among them in order to fulfil the
growth and progress within the sector, which will contribute to progress and achievement.
Marketing and customer services: This is defined as an important aspect as they include
resources and equipment tailored to individual preferences and requirements. As a consequence
it allows them to improve their revenue and productivity. Therefore, in spite of Morgan’s café
and restaurant, in order to have sufficient food products as per customers 'preferences and
desires, they are collecting input from buyers right now whether or not they require any
adjustments right their menu and serving patterns (Kuratko and Hoskinson, 2016).
Finance management: Careful utilization of finances is very important, because money can be
applied in the best possible way and in different ways to attain desired results. Morgan’s café and
restaurant administrators should track each department's success and they can determine whether
or not the funding is being utilized for the right reason. Business is getting ample capital from
clients and customers and it allows them to successfully carry out the mission.
TASK 3
P5 Different promotional activities and channels to support the launch
The term promotion is used as marketing strategies built by business organizations in order
to attract their target market customers. Manager of Morgan cafe and restaurant uses various
promotional tools and channels in order to aware public regarding new launch of their restaurant
following are the tools mention below:
 Personal Promotions: It is the best way of make awareness among public
regarding new projects and products managers hire sales representative they go
door to door in order to promote organization on personal level. Manager of
Morgan cafe and restaurant uses this tool for attract their customers.
Advantages:
 The partnership between client and business is cost efficient and powerful.
 It also allows to determine the importance of the company and to evaluate
consumer behaviour.

Disadvantages
 The method is vigorously embraced by the company, which irritates consumers.
 Competitive environment in personal marketing is heavy because of the huge
number of firms
Promote Business through Social Media: With changes in times and technologies social
medial becomes the best way of promoting enterprises every business organization used this tool.
Manager of Morgan cafe and restaurant use u tube, Facebook Instagram and Whats up to
promote advertisement of their cafe in order to spread awareness all over the world (Fernhaber
and Li, 2013).
Advantages: Cafe will draw more customers and contribute towards trust and customer loyalty
utilizing this approach. Compared with other devices, e.g. promotions and coupons may be quickly introduced
and obtained throughout the enterprise.
Disadvantages Suppliers and distributors often take part in promotional campaigns, although all
companies on the street do not support them. Heavy usage of this method will reduce brand equity and trustworthiness if used
vigorously.
Blogging and New Articles: With advertisement in newspaper profiting attracting tag
line, slogan in article of business organizations manger will attain to goal of influencing
customers to purchase new products. Manager of Morgan uses this tool of promotion to provide
correct and reliable information in public it will also use in given attractive offer to customer and
influence them to buy products and service of their restaurant.
Advantages: Recognition of the brand is created in the countries and within the world. Consumer engagement and conduct changes were thoroughly evaluated.
Disadvantages If operators do not engage with clients correctly, this product promotion technology
may affect the goodwill of the firm.

P6 Appropriate promotional activities plan for both launch and pre-launch
In order to effectively achieve goal of business organization, manger need to formulate
effective business plan which describe useful promotional strategies in order to attract their
customer’s interest. For this purpose manger needs to plan policies regarding pre-launch and
launch program.
Marketing plan-
 Price: It is essential to pricing ion commodity to share products and services. The
business that is a healthy drink and a quality is inexpensive in the sense of Morgan's
cafe Profit, as a modern commodity, produced and launched such that it is enjoyed by all.
 Place: The goods will be sold in reference to Morgan's cafe taking into consideration
consumer service and when defining a region where the target audience is obtained.
 Promotion: Brand recognition and the commodity are often essential to ensuring that
consumers are well notified of the company's goods and services. Morgan's cafe also
utilizes various advertising methods such as targeted advertisement, personal sale, etc.
 Product: This is important to analyze the real business demand of the company during
planning of a marketing strategy. Health drinks beverages have been seen as goods in
comparison to Morgan's cafe despite the quick intake of liquids.
 People: Companies may work because of individuals in industry. The appropriate team
hired for the correct responsibilities and roles in Morgan's cafe like service staff, cook,
manager, bar tender.
 Physical evidence: Each enterprise needs the client's physical proof and it knows the
attribute of the product. For instance: respective cafe wills uses shops and centres for
consumer distribution.
 Process: The level of customer support and retail distribution is the last step of the
Communication Strategy. It is important to maintain the cycle when a solid network and
partnership is formed between the end consumer and the business.
TASK 4
P7 Monthly cash budget
Cash budget is a significant consideration that should be taken into account by any
corporation to make it competitive with other competing organizations in the same region. The

cash budget allows one to gather details regarding the past profits. This offers the specifics of the
money they spend over a given span of time (Read and et. al., 2016). This may also be assumed
that the cash budget provides information over a span of time of inflow and flow. It is also
critical for the business to have a budget before starting of business. In the context of above
Morgan’s café and restaurant, cash budget is prepared below in such manner:
Pre-launch
budget
Activities
Jan
uar
y
Febr
uary
Ma
rch
A
pri
l
M
ay
Ju
ne
Ju
ly
Au
gus
t
Septe
mber
Oct
obe
r
Nove
mber
Dece
mber
To
tal
Receipts:
Total amount
of loan
200
0
200
0
18
00
15
50
17
50
18
50
20
00
145
0 500
200
0 1400 2200
20
50
0
Available
cash
100
0 800
10
00
10
50
12
00
70
0
89
0 760 950 600 550 1000
10
50
0
Total receipts
300
0
280
0
28
00
26
00
29
50
25
50
28
90
221
0 1450
260
0 1950 3200
31
00
0
Payments
Legal charges 250 200
30
0
15
0
20
0
25
0
20
0 150 100 250 150 100
23
00
Promotion
expenses 500 300
35
0
25
0
35
0
40
0
45
0 200 250 350 300 150
38
50
Rental
charges 300 300
30
0
30
0
30
0
30
0
30
0 300 300 300 300 300
36
00
Equipments 150 - - - - - - - - - - - 15