Business Plan
Business Plan
The Dalian Sea ousHHwhcecHouse
Description
The Dalian Sea House is located in Dalian, China. The restaurant will offer an original sea food menu served by the waiters dressed up in salt water creatures. The restaurant marketing strategy targets middle-class customers.
Business Ownership
The restaurant is organized in the form of a partnership. This is a family business enterprise which includes family members only. Each member of our family will also serve as a manager of a certain area. I will serve as a floor manager as I have work experience in this field. My main task will be the organization of the floor space and communication with customers. My brother served as a cook in a sea-food restaurant and he also had much working experience in catering. Thus, he obtained a position of a chief. His duty is to manage cook assistants and handle orders. My sister will serve as an accountant because she has a degree in accounting. She will have a biller to make bills and help with preparing reports.
Target Clients
The restaurant was designed to serve a wide range of clients. Actually, any Dalian citizen who enjoys well-cooked sea food is our potential client. It targets mainstream clientele with an average income. Special design of the restaurant can be used for various celebrations. It may target elderly people and children with parents. There are several promotion strategies targeted different groups of clients (Abrams & Doerr, 2010).
Business Advantages
We are going to provide a high-quality sea food at an affordable price. Our aim is to serve delicious and hot meal. The restaurant will have an interesting distinctive feature: waiters dressed as sea creatures. Despite of having a distinctive feature, the restaurant is universal and may serve for various purposes (Field, 2007).
Ethical Policy
The main ethical issue faced by our restaurant will be the choice between high-quality and high-priced supplies and low-quality and low-priced supplies. Obviously, we will need to buy supplies of a high quality in order satisfy out customers and encourage them to return to our restaurant over again.
Mission
Mission of Dalian Sea House is to satisfy customers’ demand for quality sea food in a comfortable and peaceful atmosphere.
Objectives
Short-term Goals: to achieve break-even point; to develop vast clients’ base (approximately 150 customers per day with fifty per cent of returning clients); to create a strong team.
Long-term Goals: net profit of $100,000 in the period of three years; to develop a chain of restaurants in Shenyang.
Dalian Sea House SWOT Analysis
Strengths: experienced management; low level of competitiveness; business is oriented on the local community.
Weaknesses: shortage of start-up funds; limited assortment of dishes.
Opportunities: vast supply of fresh sea food due to the proximity to the sources of primary product; classical restaurants are in up-trend on the contrary to fast-food facilities; availability to attract elderly people (promising long-term tendency).
Threats: new entrants with the same product entering the market in the community; water crisis in China; changes in customers’ demand (Pinson, 2008).
Management
Management structure is simple and controlled by the three managers: floor manager, chief and accounting manager. Owners of the restaurant perform duties of the managers as well. Appendix 1 shows the detailed management structure.
Primary Product and Supplies
The need in primary product and supplies is shown in Appendix 2.
Personnel
Corporate Culture
Our corporate principles described in the mission statement and are delivered to every employee during the training. We are accountable for explaining our mission and vision to the employees. Everyone must understand and strive to achieve the highest corporate standards. We encourage our employees to actively participate in the improvement of the quality of our services and the overall performance (Abrams & Doerr, 2010).
Leadership Philosophy
All of the owners equally participate in the business development. This approach helps effectively allocate duties and remuneration. Every manager specializes in his/her area to implement control over the process without other participants’ interference. General issues are discussed together.
Job Descriptions
Floor Manager
The main duty of the floor manager is to meet the customers and make them feel comfortable. Also, hiring and training waiters and hosts is his/her area of responsibility. He/she must have excellent communication skills and be experienced in customer relations. Finally, he/she will provide the restaurant with new inventory and furniture (chairs, tables, dishes, etc.).
Chief
The main task of the chief is to provide the customers with high quality food in accordance with their orders. Chief cook is also responsible for preparing meals and coordination of cook assistants’ and dishwashers’ work. He/she has to train kitchen staff and order kitchen and cooking inventory (food supplies, cooking equipment, etc.).
Accounting Manager
Direct responsibility of the accounting manager is to prepare financial reports, training biller, management of accounts payable and receivable, accounting for profit and loss. Also, he/she has to control tax issues.
Waiters and Hosts
The responsibilities of waiters and hosts are serving food, rolling silverware and keeping their sections of the restaurant clean. Also they might be involved in greeting the customers and helping them to seat at a comfortable place.
Cook Assistants
Cook assistants will be responsible for meal preparation including mixing salads, making desserts and preparing food for the next day. Also they are responsible for cleaning kitchen after the working day.
Dishwashers
Dishwashers are responsible for washing dishes, placing them in the racks, cleaning the restrooms and taking the trash out. Also they could be involved in washing floors and preparing tables for the next day.
Biller
Biller is to make bills, help to complete small assignments and help in preparing reports.
Training Employees
Training employees is necessary requirement for gaining stable competitive advantage. Training aims at teaching employees to efficiently perform their duties and improve their skills. It is conducted with the agreed schedule.
Managers of the restaurant are supposed to get $20,000 of remuneration per year in accordance with current food service industry. Also, they will earn additional salary from restaurant profit. Salary of the personnel will be equal $6 per hour with quarterly increase according to attained results.
In addition to good salaries we will offer comfortable working place and pleasant working atmosphere as financial motivation does not last long. Our strategy is to be loyal to diligent employees and offer additional benefits for them.
Target Market
Our main target market is families with average income having children. We will offer them well-cooked meals after working days and in the week-ends.
The second targeted market will be senior people having stable average pension and much time to socialize in the first part of the day (Field, 2007).
The restaurant is the perfect place for family dinners offering well-cooked dinners and snacks served in a cozy atmosphere at affordable price. It will be the best place for friends gathering after work.
In order to distinguish our restaurant among other places we will have to offer an exclusive product which would be successfully marketed. We will emphasize on the quality of the food. There is a wide choice of the restaurants offering sea food. We will have several dishes offered by our chief that would attract customers because of their freshness and simplicity. We will aim at providing hot, fresh and fast-cooked dishes to satisfy our customers’ need (Field, 2007).
Our pricing will be targeted to increase awareness of our potential customers and develop loyalty to our product. We will offer fresh and fairly-priced sea food for families with children and elderly people. We will also offer discount cards to encourage our potential customers visiting our restaurant (Pinson, 2008).
Our advertising approach must address our strategy targeted two markets: families with children and senior or retired people. As we have limited advertising budget, our advertising strategy will be simple, but effective. To attract senior people we will place advertisements in the local paper together with discount flyers. As many middle-class families use Internet, we will advertise with the help of our own web site. Also, we plan giving discount flyers for two hours each day in the street (Abrams & Doerr, 2010).
Expected Income
We plan to serve approximately 70 customers for dinners and 100 for coffee. In accordance with our preliminary estimation the average dinner will cost $10 per client and $4 for coffee. Thus, we will have $700 for dinners and $400 for coffee that would result in $330,000 of yearly revenue.
The managers will contribute $14,000 to start-up this restaurant. The rest of the amount ($18,000) is supposed to be borrowed in the bank. Primary products, necessary supplies and other expenses are described in Appendix 1 and Appendix 2.
Abrams, R. & Doerr, J. (2010). Successful Business Plan: Secrets & Strategies (Successful Business Plan Secrets and Strategies). (5th ed.). Canada: Running ‘R’ Media™.
Field, R. (2007). Restaurant Success by the Numbers: A Money-Guy's Guide to Opening the Next Hot Spot. New York: Ten Speed Press.
Pinson, L. (2008). Anatomy of a Business Plan. (7th ed.). Retrieved from http://www.amazon.com/Anatomy-Business-Plan-Step---Step/dp/0944205372/ref=sr_1_1?ie=UTF8&qid=1330604998&sr=8-1#reader_0944205372
