Анализ индустрии и разработка бизнес плана по созданию мужского закрытого клуба
Chapter 1 Industry Overview
A Industry description, background and overview
1 Mention that the focal company is part of this industry
2Give a brief overview of what the industry does
3 Discuss some of the history that is relevant to the analysis.
B Products and services
1 Description of overall industry value chain
C Major Customer groups
D Significant trends
E Growth rate
2 Key competitors
A Brief description of the focal company
B Brief description of each key competitor
3 Industry Analysis
A Societal environment analysis
C Key success factors (KSFs) in the industry
D Outlook for the future
Chapter 2: Business Plan
1.3Keys to Success
1.4Summary of Financial Request
2.0 Company Summary
2.1 Company Ownershi
2.2 Start-up Summary
3.0 Products and Services
3.1 Product/Service Description
3.2 Patent or trademark protection
3.3 Future product or service offerings
4.0 Market Analysis Summary
4.1 Market Segmentation
4.2 Target Market Segment Strategy
4.3 Business Analysis
4.3.1 Competition and Buying Patterns
4.3.2 Competitor Comparison
5.0Web Plan Summary
5.1Website Marketing Strategy
6.0 Strategy and Implementation Summary
6.1 SWOT Analysis
6.2 Competitive Edge
6.3 Business Strategy
6.4 Marketing Strategy
6.5 Sales Strategy
6.5.1 Sales Forecast
7.0 Management Summary
7.1 Personnel Plan
8.0 Location and Layout
9.1 Start-up Funding
9.2 Important Assumptions
9.3 Break-even Analysis
9.4 Projected Profit and Loss
9.5 Projected Cash Flow
9.6 Projected Balance Sheet
9.7 Business Ratios
Chapter 3: Strategies Considered but Rejected
1.Bulatova N.N., Alexeys V.M. Comments to the project of the business plan (manual). - Ulan-Ude: Publishing house VSGTU, 2005. - 40 p.
2.Haltaeva S.R., Jakovleva I.A. Business planning. The manual. - Ulan-Ude: Publishing house VSGTU, 2005. - 170 p.
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4.Investment attractibility of Russian public catering market//www.analyticgroup.ru/news/?id=31
5.Lyapunov S.I. Financial business plan.-М: Finance and statistics, 2007.-258 p.
6.Plishkina A. Business planning of public catering establishments. - 90 p.
7.Public catering growth will exceed pre-crisis level in //http://www.cafenews.ru/razvitie-restorannogo-biznessa/1814-v-2011
Показать всеlic catering market //Intesco Research Group, 2011
9.Stanislavchik E.N. Business plan: Project management investment - M.:Os’-89, 2009.-. 128 p.
10.Zell A. Business plan: investments and financing, project planning and an estimation.- M.:Os’-89, 2007.-240 p. Скрыть
Table 1Segmentation of public catering establishments on the size of the average checkNameAverage checkStreet Food 100 rublesFast Food / QSR 250 rublesQuick&Casual / Fast Casual 600 rublesCasual Dining 500-1000 rublesFine Dining More than 1000 rublesD Significant trendsWell-being growth promotes demand growth, increase of requirements to quality of service. Restaurants are compelled to develop additional actions for demand stimulation and for deduction of clients.E Growth rateMarket falling in 2009 was 25 %-28 % in comparison with previous year. According to optimistic forecasts, in 2011 the market volume of the public catering in Russia will surpass level of 2008, and by 2012 the market volume will be exceed 860 mlr roubles. Fig. 2- Dynamics of public catering turnover in 2004-2012
Показать все, million rbl. (prices of January, 2011)2 Key competitorsA Brief description of the focal company The man's club will be created as analog gentlemen's club which were popular in England in nineteenth century and have been extended among upper and upper-middle class men and women. Membership in similar club confirms the status of the person, its accessory to a certain social class. Usually gentlemen's club offer food, drink, comfortable surroundings, venue hire.VOK is a combination of the past to modern quality and the European degree of service, an ideal place for carrying out of banquets, cheerful parties, corporate holidays, a late supper, and the invitation of foreigners. Gentlemen drink cocktails, smoke elite cigars. Café is in fusion style. To participate in club events will be possible only having a club card.The spacious hall will allow visitors to feel solitary and to conduct private conversations. On the second floor there will be VIP hall for especially important meetings. A small kitchen premise will be contemplated where will prepare only snacks. The man's club is the unique place created especially for a relaxation after hard work, a place where it is possible to distract from daily problems and to take pleasure in easy dialogue.The club settles down and a premise of 146 sq. m, the area of a hall of 50 sq. m. The hall is equipped on 20 seats. Visitors of restaurant will be known people and statesmen.The club will have the unique concept and an internal interior. There will be a wide choice of Russian cuisine, which can be ordered from other restaurants. B Brief description of each key competitorPetrovich is a closed institution was created in 1997, it is located in a cellar of a building of 19 centuries, where earlier was a storehouse congac factory. PR managers, political strategies, businessmen, journalists, designers spend time here."Alfa-group" is the pleasant institution beginning as a place "for friends". The institution is almost a leader in idea of a new comprehended intellectual bourgeoisie, a little politized, enough opened. Herevisitors look «other cinema», spend «Pugachevsky readings», and give lectures. Club «Duma» . Here is a wide menu of Russian cuisine. Pike is restaurant in a building of Mayakovsky theater. A place is for the actors, artists, people of culture and art.3 Industry AnalysisA Societal environment analysisAccording to opinion of experts, the price niche haute cuisine in Russia is already filled. Victualers more or less uniform about the future of the expensive author's institutions: restaurants of this type will continue to open and to evolve.The basic tendency of its development in the nearest future will be a search of new architectural decisions. Public of high and average consumption are already quite tempted. It is difficult to launch a new classical restaurant. It is important what the designer will think up and how he will submit the restaurant. Therefore today we see considerable quantity of new restaurants having interesting architectural, design decisions. At classical restaurant the attention is in the least paid to such components as kitchen, wine, service and atmosphere. The future of author's restaurants is in ideas, stories round which new concepts will be built. On the other hand the cores forces should be thrown on training of the personnel and improvement of service quality. Survive only restaurants that are able to generate new ideas and build new concepts, and able to feel market trends.It is one of the basic tendencies of development of the Russian restaurants author's kitchens: on a map of the city there will be appear new restaurants, replaces old ones. The good restaurant can't be empty. The market of such huge megacity, as Moscow, is quickly sated, as the quantity of the well-off people is limited. Thus the number of people which afford to visit restaurants once a week is insignificant. It is middle class. With increase in this layer of a society will be grow field for business. B Competitive AnalysisDegree of rivalry among existing firmsA high competition is observed in this segment of the market. On the other hand in the Moscow market there are only a few expensive elite clubs.Threat of substitutes.Threat of substitutes is low. As a rule institutions of such class are individual and unique.Supplier powerSupplier power is low. It is presented lot suppliers. Barriers to entryHigh expenses, law, administrative barriers. Buyers powerThere are many buyers in the market who can't render essential influence on the market.C Key success factors (KSFs) in the industryEffective staff A business is only as good as its employees, so cooks, servers and busboys not fully doing their jobs could cost business. Setting high standards for employees is a key to success. Know when busy hours are and quiet timesAccess to suitably skilled and trained staff on hourly rates is required to meet peak customer demand periods.Set target for sales/ hours workedIncreasing the sales of a product or service is a common key success factor, but it should be linked to a measurable goal, such as "sales of product X will increase by 30 percent in the fourth quarter." Measuring the outcome of the goals related to key success factors is essential to keeping business on target. Raising pricesEnsure the menu item pricing/portion control process is undertaken thoroughly to maintain costs and profit margins on meals. Controlling orders, stock and food wastage, which is a major cost area.Make restaurant/café some sort of "destination"i. Award winning Chefii. Band playingiii. "Biggest steak in town"Understanding customers’ wants, needs and desires from restaurants and always meet these. Always maintain a very high level of hospitality to ensure good word of mouth recommendations and a high level of repeat custom.Team training/ inductionHigh-caliber staff is critical in this service-oriented business. Training programs focusing on front-line communicative skills with customers and internal employee-management problem solving with customer-focused continuous-improvement objectives are essential ingredients. Mystery shop restaurant...measuring service so importantCustomer become more and more aware of their requirements and demand higher standards of services. Their perception and expectation are continually evolving, making it difficult for the service provider to measure and manage service effectively.Kitchen system. It includes all those activities that take place every day in the kitchen. It should be meet all requirements.Ordering systemOrdering system should use technology to place orders and pay for meals without any delay. Way tables are set + simply having numbers on (Delivery master stuff here)Atmosphere and ambience of the restaurant is important to attract and retain guests.Location;Be in a good location and understand customers’ needs from your restaurant.ParkingOutlookiii. Street appealGet databaseIt is essential to know regular customer, the familiar with their preferences. It shows that each customer is important.Loyalty systemLoyalty programs are everywhere in business. A loyalty program can deliver significant, long-lasting benefits to the company in the areas of customer knowledge, product and service differentiation, customer retention, and profitability.D Outlook for the futureSegment of elite restaurants is rather narrow. In the Moscow market a small amount of such institutions which had a certain history and reputation are presented. Appearance of new elite club will cause interest and will involve clients.Chapter 2: Business Plan 1.0Executive Summary Company name: VOK VOK is the closed man's elite club created especially for businessmen, famous people. They can to take pleasure in quiet weakening conditions in dialogue with friends, partners at supper, a glass of expensive whisky or cognac in the club. In club smoking will be authorized. The assortment of elite cigars and cigarettes, smoking tobacco also will be presented to the menu.It will be double-stored club, on the first floor will be general hall; there will be a private hall for VIP person on the second flow.ObjectivesObjectives is creation of new luxurious men’s club.MissionThe mission is to sell delicious and remarkable food and drinks. That the food and drink we sell meets the highest standards of quality, freshness and seasonality and combines both modern-creative and traditional southern styles of cooking. We are aimed to consistently provide our customers with impeccable service by demonstrating warmth, graciousness, efficiency, knowledge, professionalism and integrity in our work. To create and maintain a club that is comprehensive and exceptional in its attention to every detail of operation. To keep our concept fresh, exciting and on the cutting edge of the hospitality and entertainment industry. We make sure that each guest receives prompt, professional, friendly and courteous service.Keys to SuccessProvide exceptional service that leaves an impression with our core customers.Consistent entertainment atmosphere and product quality.Strict control of all costs, at all times, without exception.Summary of Financial RequestSources of financing are:Own fundsBank crediting2.0 Company SummaryVOK is a unique project. The absolute innovation and full pride of restaurant is covered in its art component. Two spacious halls are filled by the magnificent furniture.Executed in tones of an ivory the Big hall with columns shows an ideal place for lonely conversations, business dinners, invited suppers. More chamber Small hall combines leather furniture of the cream and sated chocolate color, strict nobleness of massive walls from a tree of color of a dark Bordeaux and moderately muffled light. Remoteness from kinds of capital vanity, warm colors in an interior and soft light create enveloping atmosphere which removes stress.Every evening the air space of a hall is filled with sounds of live music.2.1 Company OwnershipVOK is a Limited Liability Company A Limited Liability Company (LLC) is a business structure allowed by state statute. LLCs are popular because, similar to a corporation, owners have limited personal liability for the debts and actions of the LLC. Other features of LLCs are more like a partnership, providing management flexibility and the benefit of pass-through taxation.Owners of an LLC are called members. Since most states do not restrict ownership, members may include individuals, corporations, other LLCs and foreign entities. There is no maximum number of members. Most states also permit “single member” LLCs, those having only one owner.2.2 Start-up SummaryThe VOK has one owner. The following tables and charts illustrate the capital requirements.Fig. 3 - Start-upTable 2Start-up FundingStart-up FundingStart-up Expenses to Fund1485000Start-up Assets to Fund482500Total Funding Required1967500Capital Planned Investment Investor 1393500Total Planned Investment393500Total Funding 1574000Table 3 Start-upStart-upRequirements Start-up Expenses Air Cond. Upgrade225000Audio/Lighting Lease Payment22750Bar Equipment269500Bar Supply15500Cash Reserves125000Exterior Signage15000Fees and Permits35000FFE175000Impact Fees7500Initial Marketing22500Interior Refit54750Kitchen Upgrade12500Legal7500Opening Salaries Deposits225000Paper Products2500Point of Sales Systems135000Restroom Upgrade135000Total Start-up Expenses1485000Start-up Assets Cash Required375000Start-up Inventory107500Other Current Assets0Long-term Assets0Total Assets482500Total Requirements567750 3.0 Products and Services3.1 Product/Service Description VOK represents a unique opportunity create a high quality venue that will cater to businessmen. The development's central location, demographics, and lack of direct competition are major advantages to this project. The new venue will specialize in luxury themes and will offer elite alcohol, cigars, smoking tobacco. In addition, the venue will sell nonalcoholic beverages such as soft drinks, juices and bottled water and snacks. Visitors have possibility to order meal from restaurants with which the club cooperates. As the club won't possess own kitchen, the offered menu will be various. Club’s visitors will an opportunity to play games as chess, draughts, or backgammon. If clients are interested it will be possible to organize tournaments.3.2 Patent or trademark protection Trademark of Men’s club VOK will be protected under the law of the Russian Federation. 3.3 Future product or service offerings There is not suppose to creation a network under trademark Men’s club VOK .4.0 Market Analysis SummaryVOK will focus on businessman who is looking for a comfort and relaxing atmosphere. VOK is a unique place where they can have dinner, meet a partner and discuss a plans with friends. 4.1 Market SegmentationThe customer grope will be consists of: Business personPoliticsforeignerThese particular market segments are 35-65 years old, have disposable income, and are seeking comfortable place according with their status. They are likely to spend more on experiences they perceive as unique, cosmopolitan, and sophisticated. 4.2 Target Market Segment StrategyVOK it is focused on clients with high level of incomes: foreign tourists and businessmen, top management of the Russian and foreign companies, celebrities.4.3 Business Analysis4.3.1 Competition and Buying PatternsServices are offered concern a category of services of special demand are the goods with unique characteristics and the separate branded goods for which acquisition the buyer is ready to spend additional efforts. It is necessary to carry concrete types of the fashionable goods, some kinds of elite alcoholic drinks, a number of modern audio- and equipment video to them, etc.4.3.2 Competitor Comparison Existing competitorsPike Club «Duma"Alfa-group PetrovichPotential competitorsThe risk of occurrence of new competitors isn't high owing to uniqueness of service and the limited target audience.Web Plan SummaryVOK will create their official website for creating a brand and company image inthe market.Website Marketing StrategyInternet marketing is aimed to inform about club and will have attractive web design.Development RequirementsWebsite will be created by specialists.6.0 Strategy and Implementation Summary6.1 SWOT AnalysisStrengths:Management committed towards to a result orientated approach to attract andmaintain customers.Exclusive services in the entire market.Company will hire qualified and trained staff.A high degree of serviceWeaknesses:Limited target customer groupLarge costs associated with a start-up companyHigh pricesRecently created firm which does not have at present a significant amount of regular visitorsOpportunities:Fewer competitorsProfit margins will be good.Threats:Recession and economic downturn can slow down the growth.6.2 Competitive EdgeThere are three elements to The VOK ’s competitive edge. The first is the location with parking.The second is the exceptional management team that has extensive experience and success managing. Скрыть
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