BC tower Business Plan.docx
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BC tower Business Plan.docx
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BCtowerBusinessPlan
B.C.tower
Restaurant&Karaoke
BusinessPlan
BM304
SmallBusinessEnterprise
CONTENTS
1.SUMMARY-4-
1.1AboutOurBusiness-4-
1.1.1BusinessProposal-4-
1.1.2VisionandBusinessObjectives-7-
1.2ManagementTeamandBusinessStructure-7-
2.MARKETANALYSIS-8-
2.1MarketSearchandAnalysisSummary-8-
2.2MarketSegmentation-9-
2.3TargetMarketSegmentStrategy-11-
2.4AdvertisingandPromotion-11-
2.5Pricing-13-
3.OPERATION-14-
3.1Pre-salesPeriod-14-
3.1.1FittingOut-14-
3.1.2EquipmentandFurniture-14-
3.1.3Stock-15-
3.1.4Staff-15-
3.2OperationalProcesses-16-
4.FINANCIALISSUES-17-
4.1EquipmentandFurniture-17-
4.2Salaries-18-_Toc259405069
4.3BankLoan-18-
4.4FinancialStatements-18-
4.4.1SalesForecast-18-
5.CONTINGENCYPLAN-19-
5.1Lackofprimaryresearch-19-
5.2Notenough/Lackofcashtocoverthepayment,turnoverofcapital-19-
5.3Infectiondisease-20-
5.4Customersescapeafterhavingmealwithoutpayment-20-
5.5Notenough/Lackofstaff,employmenttosatisfyasuddenbigamountofincreasingcustomers-20-
5.6Nooronlyafewcustomersinthequietseasons-20-
5.7Costsincreasing-21-
5.8Appendixone:
Surveystatistics-22-
1.SUMMARY
1.1AboutOurBusiness
1.1.1BusinessProposal
B.C.towerisa130seatfine-dinningrestaurantwithfourkaraokerooms.WefocusonournewBritish-Chinesemenu.Wewillbelocatednearthetowncentre–theprosperouscommercialarea–inCheltenhamSpa,aspatownandboroughinGloucestershirewithapopulationofover110,000.
TheoutlookforthefutureofCheltenhamispromising.AverageearningsinCheltenhamarehigherthanthenationalaverage(withanaveragegrossweeklywageof£487in2007)andhavegenerallyincreasedinlinewithnationaltrendsbetween2002and2007.Economicactivityratesarealsohigherthannationally,withahighproportionoftheworkingagepopulation(80%)availabletowork.ThereisafactthatmoreBritishholidaymakerstookshortbreaksorholidaysintheUKinareasratherthangoingabroad.CheltenhaminparticularisalsoverypopularwithglobalvisitorsespeciallytheAmericansandJapanesewholovethearea’squaintnessandcharmingcharacter.ThefallofthevalueofsterlinghasalsomeantthatitiscurrentlycheapertovisitBritain.Thecombinationoftheseelementswillprovidethecitywithayear-roundeconomy.
Theareaisinneedofawarmandfriendlyplacewithexcellentfoodandrelaxedentertainment.Aplacewhereyoualwaysknowyouwillgetthebestofeverything.B.C.towerwillfeatureacosydininghallandfourkaraokerooms.Inthedinninghall,therearecomfortablefurnishingsanddecorwithsoothingwarmtones.Themodernequipmentswillbepreparedinthosekaraokerooms.Itwillbetheperfectplacetosingwithfriendsorholdahappyparty.
ThemenuwillbebasedonChinesefood,butwewillconsiderdifferenttastesfromothercountries.Therearemanykindsofdrinkscanbechosetoo.Themenuwillbechangedbasingontheresponsesofconsumers,thefavouriteswillbekeptwhiletheonesthatnotinapopulardemandwillbedropped.Priceswillbecompetitivewithotherupscalerestaurantsinthearea.However,itisthestrategyofB.C.towertogiveaperceptionofhighervaluethanitscompetitors,throughitsfood,serviceandentertainment.
Therestaurantwillbeopen sixdaysaweek,andsevendaysaweekforkaraoke.Wewillofferspecialthemenightstoattractnew customersduringthefestivalssuchasChristmasDay,ChineseNewYearandsoon.Therestaurantwillbefinedininginacosyatmosphere:
warmcolours,freshflowers,softmusic,andamazingartwork.Theservicewillberelaxed,veryfriendlyandcorrect.Wewillhirethebestpeopleavailable,training,motivating,andencouragethem,andtherebyretainingthefriendliestmostefficientstaffpossible.Ourmanagementteamiscomprisedofindividualswhoseeducationbackgroundsconsistoffouryearsexperienceincorporateaccounting,management,finance,andmarketing.
Cateringwillbeamajorpartofourbusiness.Customersdon'talwayshavetimetosetupbirthdaypartiesorothereventsthatweallneedandwant.However, customerscangiveustheadvancedorderforhelpingthemtoprepareaparty.Wewillservicethefinest,mostmemorablepartyordinnerever.Further,themostimportanttousisourfinancialsuccessandwebelievethiswillbeachievedbyofferinghigh-qualityserviceandexcellentfoodwithaninterestingtwist.Withastart-upexpenditureof£80,000wepredicttoproducegoodnetprofitsbytheendofyearthree.Weareseekingabankloanof£40,000witha9.9%interestrate.Weareinvestinganother£40,000ofourowncapitalandwelcomeotherinvestorstojoinus.
Inaddition,throughasurvey(AppendixOne),itisshownthatbarsareverypopularwithpeople.However,wehavenotgotthelicenceofsellingwineandwedonotcompetitiveadvantagestocompetewithpopularbarslikethePlaceandRevolution.Wewilltrytogetthelicensetorunthebarforourfurtherdevelopment.
1.1.2VisionandBusinessObjectives
Wedevotetocreateasustainablerestaurantwhichsuppliescustomerswithdelicious,healthyfoodandqualityservices.Increaseourreputation;keepahealthyfinancialbalanceandstablegrowth,enlargeourscopegradually;developsomechain-shopsinotherplacesinthefuture.
B.C.tower’sobjectivesforthefirstthreeyearsofoperationinclude:
∙Keepingfoodcostfewerthan35%revenue.
∙Keepingemployeelaborcostbetween 24-29%ofrevenue.
∙Stayasasmallrestaurantwithexcellentfoodandservice.
∙Averagingsalesbetween£300,000–400,000peryear.
∙ExpandourmarketingandadvertisinginCheltenham.
∙Achieve10%returnoninvestmenttoinvestorsforthefirstthreeyears.
1.2ManagementTeamandBusinessStructure
B.C.towerisfoundedasalimitedcompanywithfourmainshareholders:
HailingTang,SongxinGong,QiangTang,QinglongXu.Eachshareholderwilltakeup25%ofthetotalshares.Moreover,eachofthemwillbeinchargeofoneoftheseparateparts:
Operation:
Mr.QinglongXu(David)
HumanResource:
Mr.QiangTang(Jon)
Finance:
Mr.SongxinGong(Angelo)
Marketing:
MissHailingTang(Elise)
2.MARKETANALYSIS
2.1MarketSearchandAnalysisSummary
B.C.towerfocusesonlocalandtouristrestaurantseekers(especiallyfortheGoldCupinMarch),andChinesestudentswholovesingingstrongly.Peoplethathaveadesireforgoodandhealthyfoodandafascinatingatmosphereandaprofessionalkaraokewillbethepartofourmarket.
Cheltenham,whichbelongstoGloucestershire,islocated55milessouthofBirminghamCityand15mileseastofGloucester.CheltenhamisahistoricspatowninEngland.CheltenhamisnowprobablymostfamousfortheGoldCuphorseracewhichtakesplaceinmid-Marcheveryyear.ThereareahugenumberofpeoplecometoCheltenhamfortheGoldCuphorseraceeveryyear.TherearealsomanyChinesestudentsstudyingintheUniversityofGloucestershireinCheltenham,whomaybeamainsourceofourcustomers.
ThereareabouttenChineserestaurantsinCheltenham.Thebiggestandmostpopularseveralonesare:
GoldenMountain,RealChinaandBar&Work288.
Maincompetitors
Bar&Wok288
RealChina
GoldenMountain
Location
ontheHighStreet
inthecommercialareaoftheBrewery
inWinchcombeStreet,whichisoneblockawayfromtheHighStreet
Foodstyle
ChineseandBritishfood
Chinesefood
ChineseandMalaysianfood
Eat-inorTake-away
Eat-inandTake-away
Eat-in
Eat-in,Take-awayandDelivery
Seats
60-80
100-120
60-80
Price
£8-12percustomer
£15-20percustomer
£13-15percustomer
Thenearestkaraoke,whichisalsothemostpopularwithChinesestudents,isinBirmingham,alittlebitfarfromCheltenham.Therefore,ourserviceofkaraokewillbemorecompetitiveforstudentsinCheltenham.
2.2MarketSegmentation
B.C.towerintendstocatertoawidegroupofpeople.Wewanteverycustomertofeelwelcomeandrelaxedinacosyatmospherewithawideandvariedmenuandahighqualitykaraokeservice.Itisourgoaltosatisfyeveryoneeverydayonourmenuandservice.Inlookingatourmarketanalysis,wehavedefinedthefollowinggroupsastargetedsegments.
TheBusinessMan:
sometimestheymaynegotiatewithbusinesspartnerswhenhavingdinner.Afteraday’shardworking,theywanttorelax andusethemoneytheyaremaking.Theyarethepeoplethatspendthemostondrinks,foodandtips.
HappyCouples:
Therestaurantwillhaveanintimate,romantic,sophisticatedatmospherethatsuitscouplestodate.B.C.tower wantstobetheplacewherepeoplemeeteachotheranddevelopafurtherrelationship.Thesecouplesmayspendnormallyondrinksandfood.
TheFamily:
Thewonderfulplaceforafamilydinner.Familieswillcomefortheaccommodativemenuandfriendlyservice. ThisalsohelpssomepeopleloveChinesefoodfromtheirchildhood.
Friendsgroup:
Wewillattractthemwithourmealsandkaraokeservice.Youngpeoplecanenjoydeliciousmealsandthentheycansinginthekaraokerooms.ThisstyleisverypopularwithChinesestudents.
Tourists:
Cheltenhamisahistorictown thatattractsmanyvacationers.Whatismore,becauseoftheGoldCuphorserace,thereareahugenumberofpeoplepouringinCheltenhamfromotherplacesinMarch.B.C.towerwillbeadestinationwithitsattractiveatmosphere,menu,andgoodservice.
2.3TargetMarketSegmentStrategy
B.C.towerwillfocusonattractingawideanddiverseclienteleages18-60withanannualincomeofatleast£20,000.
Wefocusonthesespecificgroupsbecausethesearethetyp
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