'Nature's Kitchen' - A critical evaluation of the feasibility of successfully developing a business enterprise, in the form of a bistro-style restaurant that incorporates healthy-eating and ethical values, in the town of Weston-Super-Mare.
University of Wales
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The project aims to evaluate critically the feasibility of establishing a bistro-style restaurant that incorporates healthy-eating and ethical values. In support of this aim, objectives included completion of primary and secondary research, creation of a business plan including financial forecasts for the first three years of operation and an evaluation of what areas had been over-looked leading to further focused study and recommendations to carry the business forward. Extensive secondary research on both current and relevant literature included the following areas; the entrepreneur, starting a new enterprise, the hospitality industry, healthy-eating, environmentally-friendly and the location. Primary research through the form of online questionnaires sometimes differed from the secondary research results; however, not enough to discourage the feasibility of the business idea. Market research resulted in almost 50% of respondents answering that when dining out they would prefer to visit a restaurant, most of the remainder preferring a cafe/bistro. Over half of the respondents suggested the recession had not affected their eating out habits and apart from 3% all would be attracted to an establishment holding ethical values. The business plan was constructed using the Venture Wales start-up business plan template as a guideline; each section was adapted to suit the purpose, including products and services, marketing, management and personnel, future developments and finance. Research results, the authors own knowledge from studying for an international hospitality management degree and ten years work experience within the industry helped to complete each section as detailed as possible ensuring each were appropriate to the requirements for 'Nature’s Kitchen'. An effective marketing strategy was formed from talking to other local business owners; identifying their marketing philosophies, tactics and strategies helped to adapt 'Nature’s Kitchen's' forms of advertising. Financial forecasts for the first three years of business were created and supported the business idea showing an increase in profit each year. Future developments including themed evenings, outside catering and live music and entertainment are considered essential as 'Nature’s Kitchen' does not have any plans to branch out in fear that the business will lose its unique and personalised appeal.
BA Enterprise Project
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