Business Plan Report Assignment Sample

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Introduction

A Business plan refers to a document that demonstrates goals, objectives and strategies of company cater as a compressive roadmap for growth and development of business. The present study will outline a business plan of “Eco Ice Cream café” in Norwich city that offers variety of ice cream made of natural ingredients with feature of vegan, dairy free and low sugar options with good ambience. Further, for the purpose of business plan the report will highlight business details and evaluate macro & micro environments, market and industry, competitors, marketing and pricing strategies. It will also cover operation plan and financial requirement of business. Students seeking help with assignment writing may find this detailed business plan insight especially useful.

Business Details

The Eco Ice Cream Café offers natural ingredient, vegan or low sugar ice-creams to offer delicious taste to its customers. After the pandemic the customer becomes health-conscious. It is identified that 46 % consumers in UK prefers to eat healthy food items with low-sugar, less artificial use of flavors (Health and wellness food trends in the United Kingdom, 2024). Therefore, presently the customer looking for healthy food options in ice-cream to meet their needs of health benefits while enjoying the deliciousness. The customer prefers food products made of natural ingredients to remain fit and healthy. The Eco Ice Cream Café will offer ice cream with only natural ingredients with feature of free from artificial flavors and preservatives, dairy free and low sugar to address and fulfilled the requirements of the customers.

The target customer of the business idea of Eco Ice Cream Café includes children, students, young people, families and so more. The product of the café help the target audience to meet the requirements of healthy food while enjoying taste and good ambience, leads to greater customer satisfaction (Kim et al, 2021). In addition, the business idea effectively meet the need of customer regarding experience new taste as it furnish variety of offerings including dairy free, vegan, low sugar ice cream options. It will also allows the customer to personalize their ice creams via mix-ins, toppings to meet the different taste needs result in enhance customer satisfaction.

Also, other services of the café such as online ordering, speedy services, attractive atmosphere and ambience meet the need of enjoying food anytime and anywhere. The business idea advantage the target market as people get new taste as well as nice atmosphere while doing work. It also provide as a meeting center in city and good ambience for private events where customer can spend good time with the friends and families in rush life. Thus, the healthy ice-cream options and good ambience effectively meet the need of health-conscious customers.

Macro Environment Analysis

PESTLE analysis aids the business to evaluate the external factors that directly and indirectly impacts the business operation of Eco Ice Cream Café. The analysis is as under:

• Political: It includes rules and regulation of government regarding the commencement, establishment of the business. Compliance with the government rules help the café to run business without any barrier.
• Economical: It consist factors such as interest, inflation rate, economic growth and so more. Currently, inflation rate of UK is 2.6 which is less as compared to the earlier. Less inflation rate increase customer purchasing power result in increase demand (Shapiro, 2022). It leads to influence Eco Ice Cream to grab demand for its product.
• Social: It includes factor changing needs and preference and lifestyle of customer. Presently, customer become health conscious as a result the café offering of ice-cream made of natural ingredients help in meet the demand, leads to profitability.
• Technological: In era of digitalization, technological usand e AI, automation, IOT increase. Compliance with the technology and using renewable sources will help business to get competitive edge.
• Environmental: Focusing on environmental concern such as pollution, wastage by using waste management system, recycle policy, organic sourcing will help business to grab eco-conscious customers (Camilleri, 2021).
• Legal: Compliance with employment, customer protection and food-safety will help business to avoid legal complications.

Market and Industry Analysis

To evaluate the market and industry STP analysis use:

• Segmentation: Based on the demographic aspect, Eco Ice Cream Café will focused on target customer including age group of 10- 70 years people including children, teen age, young people and so more as well as all income group people. In addition, it also focus on geographical aspect, offers product according to need of Norwich people.
• Targeting: The café will target the health-conscious customers with demand of healthy and natural ingredients made ice-cream with personalized services.
• Positioning: Eco Ice Cream café will position itself in market as a café with healthy and variety of ice cream options with good ambience (Huang and Rust, 2021).

The Eco Ice Cream café will effectively met the need of health conscious customer by offering sugar free-natural made ice creams. According to the report of Mintel, the catering industry market value increase 36% to £4.4 billion (Catering Market Report, 2024). The market has full potential of grow in the near future as customer demand for good food and experience increase.

The characteristics of catering industry include providing food and drinks according to the needs of customer considering parties and events. The dominant competitors are Ben & Jerrys, Local ice cream shops, healthy focused brands, Ice-cream trucks and so more. In addition the industry is fragmented as it has number of small scale café`s serving food and ice-cream as a result market share concentration is low.

Competitors Analysis

Eco Ice Cream Café direct competitor is Ben & Jerrys while indirect competitor is Asda. The competitor analysis is as under:

From the observation and evaluating competitor analysis identified that Eco Café has more healthier product as compare to its competitors which is one of the strength. In addition, company effective promotion strategy will help in pitched their product to target audience in significant manner.

Marketing and Pricing Strategies

Effective marketing strategy will enable the business to communicate and promote its product to the target customer.

• Eco Ice Cream Café will use social- media marketing strategy to promote its products. The company will post about its different products, services, ambience to grab the attention of wide range of the customers. The company will also organize online quizzes, to engage wide range of customers as well as differentiate its product offering from others. In addition, company will collaborate with the food influencers to communicate features, benefits and distinguish its products from others.
• Eco Ice cream café also use traditional advertisements strategy such as advertising of product via the flyers, newspaper and television. The flyers includes all details about the product, its services, café ambience and so more, leads to grab attention of audience. The marketing of Eco café products by position itself free-from artificial flavored and preservative help in differentiate from competitors.

Eco Ice cream café will operates its business in a high competitive environment therefore the company will charge competitive pricing. Charging price lower than competitors helps in increase café sale (Olson, 2024). In addition, cost plus pricing enable the company to cover its cost while maintaining good profit margin.

Operations Plan

The business to produce and offers its product of variety of ice cream required a physical space for the purpose of manufacturing and physical place for café where customer can consume services. The business required equipments such as ice cream machines, freezers, POS system and so more. It also requires skill team for production and better customer services.

The location for the premise is Norwich where café offers and produce ice-creams. The company offer products and services via its physical store at Norwich city and through online website. The café will also collaborate with the key partners such as local suppliers like farmers, dairy suppliers, and bakeries (Hemmington and Neill, 2022). For online services company will partner with IT organization for effective POS system and delivery apps for streamline order and payment. It will also partner with food influencers to promote its product and align with sustainability partner for eco-friendly packaging. The business of Eco Ice cream Café will compliance with the food safety regulation to ensure quality products supply to the target customer.

SWOT analysis

SWOT analysis enable the business to identify own strengths, weakness, opportunity and threats. It is as under:

Strengths: The strength and USP of the business is its natural, fresh and health-conscious option like vegan, dairy free and low sugar items. In addition, café`s ambience and digital engagement also one of strength of company, aids in grab customer attention.

Weaknesses: Lack of finance is one of weakness for the company, makes difficult for the café to invest appropriate fund for the purpose of marketing.

Opportunities: The Company has an opportunity to invest in technological advancement to enhance its services and provide better customer satisfaction (Huang and Rust, 2021). In addition, by grabbing the opportunity of collaborating with the other café` and restaurant, company can increase its customer base.

Threats: High competition is one of the threats for the business. It unable the café to grow its presence in existing market and grab attention of number of customers.

Financial Requirements

Financial requirement refers to the money required to commence a business for purchasing materials, equipments and for day-to-day operations.

Start-up cost for business: It means an initial investment or expenditure for commencing a new business. It includes expenditure such as buying equipments, machineries, raw materials. The start-up cost for the Eco Ice Cream Café business is 23000.

Cost of sale and selling price: Cost of sale means amount incurred on producing goods and services while selling price refers to price at which company sale product (Antong and Riyanti, 2021). Cost of sale of Eco Ice Cream café consist cost of raw material, employee wages and so more. Additionally, selling price of Ice-cream of Eco café will be £30.

Fixed and Running cost: Fixed cost is an expense that not changes with changes in produce goods and services such as rent whereas running cost means expenses that increase with output such as salaries. Eco café fixed cost will be £ 20000 and variable cost estimated £ 22000.

Profitability and BEP analysis: BEP means a state of total cost equal to total revenue while profitability means amount left after paying all expenses.

It is evaluated that Eco café have to sale 1053 units of ice cream to attain BEP where they will be in a position of no profit no loss.

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Conclusion

To sum up all, it has been articulated that business plan plays an important role in commencing the business. The report was based on business plan of Eco Ice Cream Café that offers natural ingredient, vegan and low sugary ice-creams for target market children, young and families. The main competitors of Eco café are Bens & Jerrys and Asda, to promote the product café use social media marketing and flyers. To get competitive edge it charge cost plus and competitive pricing.

References

Books and Journals

• Ali, B.J. and Anwar, G., 2021. Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. International journal of Rural Development, Environment and Health Research, 5(2), pp.26-39.
• Antong, A. and Riyanti, R., 2021. How Does Local Wisdom Become Value in Selling-Price Setting?. Jurnal Akuntansi Multiparadigma, 12(3), pp.672-688.
• Baskin, E., 2024. The Ice Cream Conspiracy. National Public Radio Planet Money.
• Camilleri, M.A., 2021. Sustainable production and consumption of food. Mise-en-place circular economy policies and waste management practices in tourism cities. Sustainability, 13(17), p.9986.
• Hemmington, N. and Neill, L., 2022. Hospitality business longevity under COVID-19: The impact of COVID-19 on New Zealand’s hospitality industry. Tourism and Hospitality Research, 22(1), pp.102-114.
• Huang, M.H. and Rust, R.T., 2021. A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, pp.30-50.
• Kim, E.J., Ellison, B., McFadden, B. and Prescott, M.P., 2021. Consumers’ decisions to access or avoid added sugars information on the updated Nutrition Facts label. PloS one, 16(3), p.e0249355.
• Malesev, S. and Cherry, M., 2021. Digital and social media marketing-growing market share for construction SMEs. Construction Economics and Building, 21(1), pp.65-82.
• Olson, K., 2024. Building economic resilience for small food and beverage manufacturers.
• Shapiro, A.H., 2022. How much do supply and demand drive inflation?. FRBSF Economic Letter, 15, pp.1-6.

Online

• Catering Market Report. 2024. Online. Available through: <https://store.mintel.com/report/uk-contract-catering-market-report>
• Health and wellness food trends in the United Kingdom. 2024. Online. Available through: < https://www.statista.com/topics/6843/health-and-wellness-food-trends-in-the-uk/>