Detailed Business Plan: Roxie Cakes and Desserts, London, UK

This business plan outlines the strategy for Roxie Cakes & Desserts, a new venture based in London, UK, focused on offering fresh, customized, and high-quality desserts and cupcakes. The plan details the rationale behind the business opportunity, emphasizing the growing demand for low-calorie and personalized bakery products. It includes a mission to provide quality and fresh items, a vision to become a leader in London's food and beverage sector, and objectives to increase sales and customer relationships. The plan covers aspects like product description, target market, positioning strategy, and value-added services. Furthermore, it delves into industry and market analysis using models like PESTLE and Porter's Five Forces, feasibility studies, strategic analysis using SWOT and Value Chain, and the development of a suitable business model to ensure the viability and success of Roxie Cakes & Desserts. Desklib offers similar solved assignments and past papers for students.

Roxie cakes and
desserts london
business plan

Table of Contents
Chapter 1.....................................................................................................................................................4
Introduction.................................................................................................................................................4
1.1 The Rationale of business opportunity...............................................................................................4
1.2 Scenario Chosen:...............................................................................................................................4
1.3 The mission.......................................................................................................................................4
1.4 The vision..........................................................................................................................................5
1.5 The aim..............................................................................................................................................5
1.6 The objectives....................................................................................................................................5
1.7 Structure of business plan..................................................................................................................6
CHAPTER 2 THE BUSINESS CONCEPT.................................................................................................7
Introduction.............................................................................................................................................7
Description of Business Concept.............................................................................................................7
The product/service description...............................................................................................................8
The target market.....................................................................................................................................8
Positioning strategy.................................................................................................................................9
Value added.............................................................................................................................................9
Who is involved.......................................................................................................................................9
The window of opportunity...................................................................................................................10
Summary...............................................................................................................................................10
Chapter 3...................................................................................................................................................10
Literature Review......................................................................................................................................10
3.1 Introduction:....................................................................................................................................10
3.2 Industry analysis..............................................................................................................................11
3.3 Chapter Summary............................................................................................................................13
Chapter 4...................................................................................................................................................13
Feasibility/ Methodology...........................................................................................................................13
4.1 Introduction.....................................................................................................................................13
4.2 Market research...............................................................................................................................14
4.3 Market analysis................................................................................................................................15
4.4 Product/ Service feasibility..............................................................................................................16
4.5 Organizational feasibility.................................................................................................................17

5.6 Financial feasibility.........................................................................................................................17
4.7 Chapter Summary............................................................................................................................17
Chapter 5...................................................................................................................................................17
Analysis of the Business model.................................................................................................................17
5.1 Introduction.....................................................................................................................................17
5.2 Strategic Analysis of the new/existing business idea-e.g. use of Value Chain, SWOT etc..............17
5.3 identification of sources of competitive advantage and sustainability.............................................17
5.4 Selection of strategies for success....................................................................................................17
5.5 Development of appropriate Business Model..................................................................................17
Chapter 6:..................................................................................................................................................18
Evaluation of Business plan.......................................................................................................................18
6.1 Introduction.....................................................................................................................................18
6.2 Overall assessment of the Business Plan..........................................................................................18
6.3 Business Plan schedule......from raising capital...stage by stage….setting out key events/ resource
requirements for successful operation of the Business Model...............................................................18
6.4 Is the business viable?.....................................................................................................................18
6.5 Discussion of critical success/failure factors....................................................................................18
6.6 Chapter summary.............................................................................................................................18
References.................................................................................................................................................19

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, cup cakes 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 write 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 are 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
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.
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 organisation is going to provide
significant customised options to their customers.
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.
The target market
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. The 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.

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)(Barnett, 2019). 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.
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.
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.

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.
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 element 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 view points 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.