Sample Business plan

Sample business plan Part 1: Summary

Activity

UnderBros will be a Moroccan restaurant located in south London.

The restaurant will be led by Mr. Mamoun and Mr. Salim. Mamoun and Salim share a passion for Moroccan cuisine and a great dining experience. 

They have both worked for years at similar institutions. where they worked together for 3 years. 

Market

The local market, defined as the square kilometer around the restaurant, was valued at  300M ds. A traffic estimate for Restaurant Road was made by an independent research firm. Daily traffic is estimated at 5,600 people / day.

There are two other restaurants in Restaurant Road, they offer Italian and Asian cuisine and have a good occupancy rate. Their main clients are the employees of the neighboring offices at their lunch on weekdays and the residents of the neighborhood evenings and weekends.

Example of business plan part 2: Company

Structure and Shareholding

UnderBros is a limited liability company registered under English law number 00000000. The registered office of the company is located at 143 Restaurant Road London NW6 4PF. The head office is also the main place of business of the company.

At Paul Ltd. has two shareholders

• Mr Mamoun: 66%
• Ms. Sara: 34%

Mr. Mustapha is the manager of UnderBros & Co Limited, she is also a longtime friend of Mamoun and Salim.

Location

It will be a restaurant with a capacity of 43 seats located at 143 Restaurant Road in London.

Restaurant Road is a busy street with 10 shops and 2 other restaurants. The street is surrounded by offices attracting a traffic of employees at lunchtime during the week, the street attracts in the evening and on weekends families living nearby.

Team

The restaurant will be run by Mr Mustapha who will act as the manager of the company.

Mustapha is an experienced restaurateur who has directed The Old Oak, a gastropub on Paddington Street in London, for the past 5 years. 

Under Mustapha's leadership, The Old Oak's turnover and EBIT increased from £ 345k to £ 432k (4.6% CAGR) and from £ 21k to £ 28k (5.9% CAGR) respectively. 

Prior to joining The Old Oak, Mustapha spent 12 years in the marketing and sales management of Abc Food Co where he developed strong contacts with several food suppliers. 

Mustapha has a BSc in Economics and Management from the University of Bristol.

Mustapha will be assisted by Mamoun who will be in charge of the kitchen. David has worked throughout his career in the restaurant business. He started as a waiter in 1987, then became a cook in 1995 and has been in the kitchen ever since.

Sample business plan Part 3: Products and Services

UnderBros will be a French restaurant at moderate rates.

The restaurant will offer traditional cuisine:

• Main courses: steak, croque monsieur, veal blanquette, Caesar salad, salade niçoise
• Vegetables: fries or salad
• Appetizers: mayonnaise eggs, pâté, plate of raw vegetables
• Deserts: chocolate mousse, creme brulee, apple pie

The offer will also include: a weekday lunch menu (including daily specials not on the menu and an entry or desert) that should satisfy the desire for diversity and the budget constraint of employees in the offices located near the hotel. restaurant; and a Sunday roast menu for locals.

The average duration of a meal is estimated between 40 and 60 minutes.

Business plan example part 4: Market study

Demographics and Segmentation

Management has engaged Fdv. Consulting to conduct a neighborhood market study around Restaurant Road.

Demography

Fdv. Consulting reports that there are 16 restaurants located in the square kilometer around Chez Paul and estimates that these restaurants achieved an average turnover of £ 463k, thus boosting the local market to £ 7.4m.

According to the last census, the number of inhabitants per square kilometer in the neighborhood is estimated at 28 075, 36% of households consist of one adult only, 48% more than one adult without children and 16% of adults living with children.

There are about 3,000 businesses located in the square kilometer around the restaurant, these businesses employ an average of 12 people (although 83% employ fewer than 10 people).

At the street level, the field survey conducted by Fdv. evaluates the daily traffic to about 6,550 people.

segments

Fdv has identified 2 segments:

• employees from nearby offices working at lunchtime on weekdays,
• the inhabitants of the district more active evenings and weekends.

Target market

We anticipate that Chez Paul will attract both employees from neighboring offices on weekdays and neighborhood residents on evenings and weekends.

According to our field survey, office workers have the following characteristics:

• 40% have between 45 - 60 minutes for lunch
• 15% eat regularly with customers
• 10% background team lunches at least once a month
• their budget is between £ 6 and £ 20

Observations made on the other two restaurants (total capacity of 76 seats) on the street suggest that they serve on average:

During the week (per day):

• 115 guests at lunch
• 74 guests at dinner

During the weekend (per day):

• 69 guests at lunch
• 92 guests at dinner

Need

In the employee segment, our understanding is that the main factors influencing demand are:

• Fast service: employees have an average of 40 minutes maximum for lunch to be back on time at work
• Culinary diversity: they are tired of systematically eating the same thing at noon and therefore looking for diversity
• Price: Field study suggests in budget £ 6 to £ 13 for lunch

In the household segment we believe that the main factors influencing demand are:

• The atmosphere: consumers are looking for a friendly place to meet with family or friends
• Price: the field study indicates a budget of 12 to 20 £ for a dinner

Competition

We have identified 2 types of competition in our neighborhood: other restaurants that represent an immediate alternative to our restaurant, and sellers of sandwiches and ready-to-go meals that are a substitute for food.

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