Pebbles: An evaluation of the feasibility of a town centre cafe bar in Bridport, Dorset.

Abstract

The aim of this project is to establish the feasibility of a café-bar, named Pebbles, in the area of Bridport. In order to achieve this aim a literature review and a detailed market analysis were conducted that would help to define the product and establish if there was a high demand for this product. It was established that the target market would be characterised by age, level of affluence, and social class. The research also identified some unique selling points that Pebbles could employ to gain advantage over its competitors. The method employed for the market analysis was a questionnaire and two focus groups, the results of these were supported by secondary research which quantified the market and refined the target market. From this research an operational plan was developed suited to the needs of the target market which was identified in the market analysis. The business plan covers the areas of employment, marketing, legal aspects, and finance. Financial forecasts predicted that by the end of its third year Pebbles would have a turnover of £333,695 in its first year. This is a strong forecast which shows that Pebbles has a strong chance of survival. A SWOT analysis of Pebbles business plan was conducted which identified its strengths to be the unique selling points that give Pebbles a competitive advantage, the skills and industry knowledge of the entrepreneur, and its location. Opportunities were identified to be the strength and growth potential of the market in the area. Threats were concluded to be competition, the denial of planning permission for the proposed plans. The research concluded that the proposed business idea has strong foundations supported by the market research that was conducted.