Contents
Business details 6- Description of the business 6
- Mission and vision statement 6
- Aims and objectives 7
- Industry and market analysis 8
- Fast food industry analysis 8
- SLEPT analysis 9
- Porter’s Five Forces 10
- Competitor analysis 11
- Customer and value proposition 12
- Target market segment 12
- Value proposition for the product 13
- Sales targets 13
- Marketing strategy 14
- Marketing Mix 14
- Launch strategy 16
- Sales tactics 17
- Product and market development 17
- Growth potential 18
- Operations plan 18
- Key operational activities 18
- Partnerships 18
- IP issues 19
- Business controls 19
- Management team and company structure 19
- Key people and their background 19
- Organizational Structure 20
- Personnel team gap 20
- Resources 20
- Premises and facilities 20
- Machinery and equipment 21
- Staff 21
- Financing 22
- Founders’ Contribution 22
- Loan/Equity Finance Requirements 22
- Gearing/Leverage 23
- Time scale and exit routes for equity investors 23
- Financial projections 23
- Income Projections 24
- Cash Flow Projections 24
- Balance Sheet Projections 25
- Ratios 25
- Risks and strategic options 25
- Identification of Specific Risks 25
- Risk Monitoring and Mitigation 26
- Critical Success Factors 26
- Key milestones 27
- Bibliography 28
- Appendices 29
Description
The paper deals with the opening of a restaurant company in the Westfield area of United Kingdom. It tends to generate an effective business plan incorporating an industry and customer analysis relating to the market for the restaurant company such that it focuses on the generation of potential marketing and promotional strategies and also in the alignment of effective resources to generates value to the customers. The paper also reflects on the financial projections relating to profit and loss, balance sheet estimates and other ratio analysis figures that would contribute in evaluating the financial performance and health of the restaurant company in its future endeavors. Potential risks that would tend to emerge in due course of the restaurant’s operation is also analyzed such that effective mitigation strategies and activities are discussed as remedial measures.
