Business Idea Report: Evaluation of Food Chain Start-up Opportunities

This report provides a detailed analysis of translating entrepreneurial opportunities into a viable business idea, specifically focusing on the establishment of a food chain start-up. It begins by exploring various sources of entrepreneurial ideas and innovation, including brainstorming, converting hobbies into businesses, utilizing online platforms for market surveys, and adapting existing products. The report then delves into the rationale and market gap analysis for the food chain, emphasizing market segmentation based on behavioral, demographic, and geographic factors. It further applies tools like Porter's Five Forces to assess the competitive environment and industry life cycle, and utilizes SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats associated with the business idea. The report concludes with an evaluation of the competitive and market environment, providing insights into the potential viability of the food chain venture.

Translating an opportunity
to Business Idea

Contents
Introduction...........................................................................................................................................2
P1 Determine and evaluate different sources of entrepreneurial ideas and innovation......................2
P2. Explain the rationale and the market gap for a specific entrepreneurial idea using relevant tools
and techniques to support your choice...............................................................................................4
P3: Preset data needed to support gap analysis in evaluation of enterpreneual idea..........................6
P4: Interpretation of data appropriate to the provided evidence of market potential..........................7
P5: Apply SWOT framework to collate evidence to support an objective assessment of a specific
entrepreneurship idea.........................................................................................................................8
P6: Evaluate the competitive and market environment through which the entrepreneurship idea will
be launched for assessing potential viability......................................................................................9
Conclusion...........................................................................................................................................10
Reference.............................................................................................................................................11

Introduction
The enterpreneual role for starting on a new business venture is to identify the various
opportunities in the market which can resemble his personal capacity and varied risks which
have been contemplating in the market in the contemporary business scenario. This
vehemently helps them to translate these opportunities in business idea formation through
which they can achieve for investors to contribute for financial support for growing their
business (Schneider, & Spieth, 2013). In the following report, there will be an evaluation of
the various approaches to entrepreneurship ideas and their strengths and weakness so that
they can attributed for marking the creative abilities of the entrepreneurs before setting up a
new business plan for starting on a food chain. Moreover through this report, there will be a
learning experience about the different framework for setting up business ideas with inclusion
of various types of benefits of the products, observing the target customers and most
importantly the understanding of the specific industry where the entrepreneur wants to set up
his business. Moreover there will be implications for phenomenon like market research
through use of primary and secondary research techniques applied by the entrepreneur for his
new venture to assert that his entrepreneurship ideas have been fitting with the market
research outcomes and his business can be commercially viable.
P1 Determine and evaluate different sources of entrepreneurial ideas and innovation
There have been identified a variety of sources for generating enterpreneual ideas for starting
on his new venture. The various approaches to the generation of ideas for an entrepreneur are
as follows:-
 Brainstorming – This approach helps the entrepreneur in accumulating large amount
of ideas about product or service they want to start with. This is an important one for
an entrepreneur as it leads to identity formation about the product or service he wants
to render in the market. In this case, the student has to focus over new type of product
ideas about foods he wants to enumerate in his business chain. The brainstorming of
ideas can lure to sheer failure if the ideas generated is not guided by an expert advice
as it requisites for proper evaluation and judgement for starting on a food chain for
making the ideas suitable.
 Converting hobby into business – This approach enacts for the mind-set up of the
entrepreneur to be attached with his passion of innovativeness (Van Der Aalst et al.,

2016). The adaptation of his hobbies into implementing business ideas is a crucial
approach as it benefits the student to focus on his creative skills for carving out
business plan. But it also follows on a disadvantage for depending too much on his
passion and forsaking the practicality of the approach.
 Engage in online platform for market survey – This approach is a significant one as it
adheres to the luring of the search engines for enacting business opportunities to be
present in the area where he wants to open his food venture like restaurant chain or
food joints. Through searching through various social media sites, one can optimize
various sites and this trigger the concept for enterpreneual ideas. One of the benefits
can be identified to be the extreme attachment of the customer’s attachment in social
media sites and their feedbacks regarding different food products can lure into best
enterpreneual ideas. But it also comes up disadvantages like the changing tastes and
preferences of the customers in everyday life which can affect his business ideas
(Autio et al., 2013).
 Producing a new way with existing product – This approach can be emancipated by
the entrepreneur as he can choose for existing product or service and make them
presentable to the customers in a new layout which can advantage him for gaining
larger customer base with a business venture. But it also accumulates a disadvantage
like failing of new format of producing existing products which may not be
addressable to the customer.
Innovation being the main source of entrepreneurship ability to create a new start-up, the
assessment of Drucker’s seven aspects of systematic innovation is an essential thing to be
considered upon. The model depicts for an incremental innovation opportunity.
The unexpected –Examining the market constantly for opportunities to find out the
demand of the product or service he wants to start with.
The incongruity – To find out the inconsistency between the existing market reality
and the entrepreneur assume to be as it stands out to be tricky for developing a
effective innovation plan. For example, company like Facebook adopted this
phenomenon prior to many other social media sites like Myspace (Mezger, 2014).
Process need – Examining the weak spots of the companies and redesign them
through task orientation so that innovation can be identified within sustaining
business capabilities. for example, for a restaurant, the customer service phenomenon

like waiting of customers outside the restaurant is overcome through hiring of a
professional chef for speeding the whole process of cooking.
Changing of industry and market structure - has to keep a close watch over the
flux of industry and market due to changing product lines and consumer demand. For
example, deregulation can be identified as a perfect phenomenon.
Demographics – The start-up business ventures are constantly looking forth changing
in demographic conditions like populations, levels of income, age and human capital
for making a proper targeting and segmentation tactics.
Changes in perception, meaning and mood - Identification of interests, way of life,
feeling about products etc changes with the shift of time and for innovative
framework, the company wants to capitalize on this scenario. For example, most of
the cosmetic companies apply on “downaging” perception to attract customers for
providing them solutions to look younger (West, & Bogers, 2014).
New Knowledge – this denotes business entities to be involving in adoption of
technological revolution like internet handling for improving their process. For
example, the company like Intel paying attention in gaining new knowledge about
processor manufacturing through academic research and investing right on their
R&D.
P2. Explain the rationale and the market gap for a specific entrepreneurial idea using
relevant tools and techniques to support your choice
Rationale for Food chain start-up
The identification of relative customers for a food chain or restaurant industry is a prime need
for the set up of a new business plan. The market segmentation stands to be an important part
for the business plan of a new start-up business as it determines the way around for denoting
the various behavioural, demographic and geographic dimensions of the customers where the
start-up company want to establish their new products or services. For developing a food
chain start-up the student has to mark up the investigation process in identifying the
customers as this will contribute to the generating of what type of food business he can
brainstorm idea about for targeting them according to their behaviour, demographic situation
and geographic segmentation.
Behavioural - The behaviour patterns of the customers in UK are identified through their
indulgence in fast food industry, their way of eating, approaches to payment etc. this can

effectively help in identification of what type of foods the customers of the country want to
be presented to them according to demands of the trend set upon in the food-joint
environment.
Demographic - The demographic presence is also to be identified through their gender, age,
income status and occupational background for revealing the fact that how the start-up food
chain will proceed in their selection of customers for providing food through accessible
formats (Morris et al., 2013).
Geographical - The identification of geographic location is also an important part as they
denote the proximity of the customers from the allocation of the food joints in the initial days
of the start-up business. This will help the start-up food business to denote the possible areas
of distributing their products and services among the other sustaining competitors in market.
Identification of tangible and intangible features of the product – This also represents for
an important part in the investigation of products which the start-up food joint will be
allotting to the customers. For a restaurant chain, the tangible product stands for the food
which is physically supplied to the customers and for a start-up business the quality of their
tangible goods is an important part to consider upon. The intangible products stands for the
delivery medium, food supplier, payment methods etc which has to be propagated effectively
so that the start-ups can show their responsiveness in the following competitive foreground.
For the particular business of the food joint to be setup in UK, the student has to focus for the
enterpreneual idea of market research which can give a thorough description about the
various behavioural patterns of the customers in UK market through which they can represent
their both tangible and intangible assets to be applied through a vehement enterpreneual idea.
Understanding the industry environment through Porter five force model
The choice of an entrepreneurship idea is facilitated with a greater understanding of the
environment of industry of food market in UK. There have been various tools for analysing
the industrial context in terms of market and sustaining competitors in the UK food joint
market. The emancipation of Porter five forces tool is effectively crafted for analysing the
overall market and competitor analysis for a start-up and small business entrepreneur in food
market of UK.

Threat of entrance – The recent food market in UK has been growing in its demand
and therefore it has been attracting many new entrants from domestic and
international market. But due to the strong entry barriers, there have been relatively
non-significant competitive sources as new entrants in fast food industry in UK.
Therefore it signifies to be neither too high nor too low (Autio et al., 2014).
Threats of substitutes – It denotes to be high as there have been rapid development of
mid-sized restaurants, small sit-down restaurants, provision for home-delivery pizza
or pre-cooked and canned food items which make the substitute threats to be
relatively high.
Power of suppliers – The power of suppliers is weak in context of the flexibility of the
supply chain and logistic sectors providing raw materials in UK’s food industry.
Moreover the presence of numerous suppliers in food joints assumes to be industry to
be strongly flourishing in the sector of UK.
Power of Buyers – The fast food industry in UK being rapidly spreading their grounds
by various market leaders and also by many SMEs, therefore the bargaining power of
the buyers are presumed to be high. This creates for an immense opportunity to earn
profit, but with a heavy competitive situation for offering food items with a cheaper
cost.
Competitive rivalry – It identifies to be quite high because of the price war among the
different competitors in the small scale production. But because of the market leaders,
the small food joints or start-ups can face a respective competitive pressure in terms
of customer loyalty for the bigger market leaders (E. Dobbs, 2014).
Industry Life Cycle
The life cycle of the start-ups food chains in UK denotes to be in positive forum. It identifies
that the food joint industry has the most prospective status of expanding due to the immense
contributions they make to economic sector of a country. The food service operations have
the capability to pass through all life cycle stages which are stated below:-
Introduction – In this stage, the food start-joint start up will exhibit a positive
feedback to creation and launch of restaurant by keeping in mind about the respective
food industry growth in UK.
Growth – Due to the huge market share and increase in relative sales in UK food
market demand, the start-up will be able to explore its chances for growing in the

respective industry. Moreover they can have better options for franchise for concept
of expanding their foodservice outlets in different parts of UK.
Maturity – The start-up in this stage can definitely identify their stabilization of sales
and also their brand identity can be secured through the predictability of their business
as markets are clearly defined by the start-up company.
Decline – This stage is less significant for a food joint start-up as it can be identified
that food industry in UK has shown some remarkable expansion ini their profit
margin through growing customer’s demands. But the company can face a decline in
their standards, if competitors in market can show progressive upgradation in their
food standards in meeting up customer’s demands.
Therefore from the following analysis, it can be represented that for a new enterpreneual
venture in the food market of UK is crafted with enormous opportunities, but in the initial
stage they has to contemplate with an intense pressure for attracting customers and
competitors. Therefore the enterpreneual idea which can be best suited for this purpose can
be going through the market research at every step for planning of product line which can
interpret the thoughts and buying perception of the customers at cheaper cost with a high
quality product range.
P3: Preset data needed to support gap analysis in evaluation of enterpreneual idea
Development Plan
Description of business – The business will focus over starting ona new venture in
food and restaurant market of UK. The business entitled to starting of this new
venture will abide to present customer new and varied food items aligning to food
trend set up of current food industry of UK.
Market Research – The market research suggests that UK food market demonstrates
that there have already 900 start-up food joints in UK which provides for a respective
competition for a new start-up to venture as well as new possibilities for a new food
joint.
Financial Plan – The financial structure for a new start-up can be derived to be
propagating with small investment, most of which has to be ensured for new product
representation for customers so that they can earn maximum profit for company. The
sales structure of the company has to be coordinated with investment in research and

development of new products and services. This will help the company to earn
maximum profit (Reeves et al., 2015).
Market Plan – The market plan for the start-up business suggest for identification of
proper marketing of products and services which can assure their sustainability. For
this the company needs to focus over demographic, behavioural and geographic
dimension of their business.
Marketing mix – The marketing mix is an essential component for giving the start-up
brand recognition among the other competitors in industry. The company has to
ensure their product’s dimensions and variedness so that it can enthral the customers.
The price of the products by food joint start-up has to be cheaper in order to compete
in market. The promotion of products by food joint is an important one as it identifies
for making their products to recognizable among the customers through online media
sites, advertisements and other means of promotions.
For gap analysis, the interpretation of the market research data through primary and
secondary sources is an important factor for consideration. Through this collection of data
there will be evidences collected about the target audiences as well as the target market. For
investigating new business ideas, the incorporation of both primary and secondary data may
be used.
Primary data
In-depth interviews of the customers within a particular demographic region for
gathering insights about the opportunity in food joint business.
Surveys can also act as a vehement source of information for collecting large data
about preferences of food, their behaviour about fast food industry (Mathooko, &
Ogutu, 2015).
Focus group is another medium of collecting primary data about acquiring insights
about customer’s thoughts about products during the early stages of planning process.
Monitoring the social media sites about food habits of a particular age group can be a
very well-directed data for undertaking the brand value of the start-up that can be
created within the food market.
The use of big data for assessing the market trends and other internet forums can also
be adhered to be an important gesture to investigating new business ideas for a start-
up food joint.

Secondary data
Statistics from the government can be an effective source for evaluating the market
data and give an ideal information about product shipments, various activity of trade,
process of business formation, pricing of the competitors, economic trends etc.
Websites of relevant industries can be useful source for collecting data about
overview of the industry, various companies associated with food joint industry,
ongoing trends among the customers etc.
Company websites are some vital sources for collecting evidences about marked
competitors in the market for the start-up food joint. It also helps to determine the
access the annual reports, presentations of the investors for carving out a public image
of the respective company (Simons, 2013).
The use of internet and social media platform can be an important source for reciprocating
the targeted customers because the company can more easily reach them and can be provided
with valuable feedbacks about their products. Some of the questionnaires for the targeted
customers of the start-up company can be applied in their feedback form supplied to
customers through each delivery supplied to customers. The company can set on
questionnaires like:-
1: How was the quality of food being delivered?
2. Was the delivery being established on scheduled time?
P4: Interpretation of data appropriate to the provided evidence of market potential
The market potential of a new start-up venture in food market of UK is an essential to be
crafted through proper interpretation of different data being collected through primary and
secondary methods. It is always essential to contemplate for long-term business sustainability
and therefore customer preferences are ideally to be determined as they set a new trend for
the market. Moreover about 18% of the people in UK are business minded with an initiative
being identified to start-up a food joint. It creates a demanding phase for a new start-up to
make its ground. By keeping mind about the various market related factors like identification
of target customers, consumer behaviour, target area, supply chain networks and competitive
dimensions, it can be emancipated that evidences collected about the recent start-up in the
food joint industry of UK will be an effective feedback to gather evidences about proclaiming
dimension of food market and what type of food line is much alluring to the customers within

the local demographic periphery (Kokina et al., 2017). The identification of the demographic
identification is crucial through primary data like focus groups identity; social media
networks search optimization so that it can provide an effective feedback about the trending
customers of the food market. Then to understand the competitor’s analysis and take idea
from their enterpreneual ideas, the data collected through secondary evidences is a crucial
one as they collectively asserts for new business initiatives to be incorporated within the
following start-up food joint business planning.
P5: Apply SWOT framework to collate evidence to support an objective assessment of a
specific entrepreneurship idea
The SWOT analysis stand to be an important tool for assessment for an entrepreneur to
understand the feasibility of his business ideas he is going to enact for starting a new venture.
Strengths
Potential customers in the respective
market of UK addicted to fast food
consumption in their daily life.
Capabilities for powering up
business ideas due to the background
and market research being
thoroughly conducted.
Intense labour market facility can
also act to be a vehement
opportunity to engage staffs in
different field of the business.
UK also poses good local
demographic market behaviour in
respect to food or restaurant
business.
Weakness
Initial set up of can expose to weak
business planning which can exert
pressure for the primary market
development of their products.
Employees may not be trained
enough to make the best of customer
experience (Ahn et al., 2018).
At the preliminary stage, not
achieving the targeted sales can
affect the business financially.
Lack of proper investment can make
the infrastructure of the business to
be weak to cope through difficult
period.
Opportunities
Power of buyers being relatively
slow can put on immense
opportunity for business to strive its
course in supply chain network of
raw materials.
Threats
The immense growth of regular food
joints in UK can pose a threat to the
business development.
The extensive competitive rivals in
the food market from the start-ups

There have been lot of opportunities
to be present for business growths
for start-ups because of the non-
strict government policies in food
market.
The customer trends towards fast
food industry are also an opportunity
for the company to come up with
diversified range of products
(Reeves et al., 2015).
and also some market leaders of
food joints of UK can pose a
considerable threat.
The impact of Brexit can cut down
the employment opportunities and
therefore forcing over lack of skill
employees in the different fields of
investment and labour.
P6: Evaluate the competitive and market environment through which the
entrepreneurship idea will be launched for assessing potential viability
The entrepreneurship idea for setting up a new business like food joints in the land of UK
needs a thorough evaluation of competitive environment as well as the market environment.
Competitive environment
Substitute goods - The competitive environment suggest that food business has been
venturing through a monopolistic nature as many big competitors like McDonalds, Subway
and many other leading giants of this era. Therefore it will be difficult for a start up business
in food industry to establish a strong foreground very easily because of the substitute goods
represented to them by these big players.
Demand – The demand of the food industry in UK market has been growing vehemently
which creates an opportunity for the start-ups to grow. But with the emancipation of many
food SMEs to be growing in the geographic landmark of the country, it will be easy to find an
enthusiasm to create an opportunity to strive in the market competition (Dayong, 2016).
Target audience – The start-up company has to ensure they can identify their target audience
which can align with the products and services they are presenting. It must be keep in mind
that they has to go for a cheaper pricing strategy with a quality food product demonstration so
that it can find a long term sustainability and growth in the market with greater target
audience attachment in respective demographic sector of UK. The adherence towards