COMPANY LOGO

COMPANY NAME
BUSINESS PLAN

Prepared by:
Date:
 TABLE OF CONTENTS
1) Executive Summary

The purpose of this business plan is to raise 750,000.00 for the acquisition and leasehold
improvements of an existing liquor restaurant while showcasing the expected financials and
operations over the next three years. Caisey Keatshaba Meno (“the owner”) is a Motswana
based in Shashe Mooke seeking to venture into liquor (bar) business that will provide
customers with an outstanding entertainment that will consisting of bar and an onsite quick
service restaurant. The business is currently was founded by Ms. Agnes…….

The Equitoria Bar, will be remodeled to become a premier, high-energy, themed bar and
dance in Greater Francistown, and surrounding areas. Our goal is to remain a step ahead of
our competition through an exemplary service provision.

Caisey Meno has plans to redevelop the existing Equatoria Liquor Restaurant in the local
high street. This exciting new venture will see the transformation of the business over a
period of three months.

We expect our guests to have more fun during their leisure time. We will provide more video
and electronic technology per square meterage than any bar in town.
A simple, yet unique, themed menu and atmosphere will create a sense of ‘belonging’ for
locals and tourists alike. Our operating credo is: “happy enthusiastic employees create happy
enthusiastic guests.”

2) Company Description

Products and services

Mr. Meno is seeking to rebrand Equatoria Liquor Restaurant to become a premier bar
location that will feature a bar and restaurant. The proposed venue will provide a local
solution to the lack of social atmosphere and live sports venues geared primarily toward the
21- 40 age group in the Greater Francistown area and will help keep late night entertainment
expenditures within the localised region.

The new look venue will specialise in high-energy themes, and will offer beers, wines and an
array of liquors and mixed drinks. In addition, the venue will sell non-alcoholic beverages
such as soft drinks, juices and bottled water.

A “casual” food menu consisting mostly of appetizers and small entrees ranging in cost from
twenty to ninety Pulas will also be available.
Long Term Aim of Business
Objectives

The main objectives of the acquisition, development and leasehold improvements of this
venue are:

 Capitalise on excellent location opportunity with swift commitment to the new Galo
Mall expansion.
 To launch the venue with a highly publicised grand opening event in the summer of
year 2019.
 To maintain tight control of costs, operations, and cash flow through diligent
management and automated computer control.
 To maintain a food cost below 33% of food revenue.
 To maintain a total beverage cost below 25% of beverage revenue.
 To exceed P1million in annual sales by the fourth year of plan implementation.
The keys to success in achieving our goals are:

 Provide exceptional service that leaves an impression.

 Consistent entertainment atmosphere and product quality.
 Managing our internal finances and cash flow to enable upward capital growth.
 Strict control of all costs, at all times, without exception.
 The key elements of the Bar’s concept are as follows:

Entertainment and dance based themes – The business will focus on themes that have
mass appeal.

Distinctive design features – The Equatoria Bar will be characterised by the elaborate dance
club situated in a spectator setting which comfortably accommodates 150 guests. The area
will also offer one private sky box which can be available for use in a conference or private
party setting. This room is intended for special events and daily use. The bar would present
an inviting and relaxing atmosphere, which displays a collection of musical and dance
memorabilia. A live DJ will coordinate the events and entertain the patrons with music and
games during music breaks and off-times.

Location, location, location – One of the major advantages that Equatoria Bar will have
over its competition will be its location adjacent the new look, high-profile Galo Mall.

Gaming – The bar will provide optional selected interactive style facilities including pool
tables to provide for both additional entertainment and revenue.
Quality food – All would be lost without special attention being paid to the level of food
quality. A simple menu offering foods similar to those found at a premier venue. Traditional
‘bar’ appetizers will be on hand for people craving nachos, wings, or quesadillas while they
drink and enjoy themselves.
Exceptional service – In order to reach and maintain a unique image of quality, the
Equatoria Bar will provide attentive and friendly service through a high ratio of service
personnel to customers, and will also invest in the training and supervision of its employees.
We estimate nearly one service staff member for every 40 guests.

S.W.O.T. Analysis

STRENGHTS WEAKNESSES

 The bar exterior is clean and tidy.

 Change of ownership may have impact on
 Our bar prices will be lower than our
current clientele, new ownership may have a
competitors.
challenge on becoming well established.
 Our style is new to the area.
 The current has poor disabled facilities.
 We will offer products no other bars offer in
 Limited funds available.
the area.
 Offering a product which is already available
 We’ll have themed entertainment nights.
on the market.
 We’ll have a branded image.
 Insufficient marketing budget to sustain
 Availability of a variety of good items advertising our bar services.
available on our drinks menu.
 Customers have to travel further to the city
 A motivated and well well-trained work centre get to our bar.
force.
OPPORTUNITIES THREATS

 A high street brand is moving into the area.

 The expansion of and existing Galo Mall in
progress nearby.
 
 Your operating costs are set to increase soon.
 Your business lease is up for renewal and a
rent increase will happen.
 A main competitor has lowered their prices
and started a price war with you.
3) Market Analysis

The location street average daily traffic counts are currently

estimated to be over 5,000, and project the traffic to increase to
over 8,000 by 2021 as a result of many developments underway in
the city, including the expansion of the Galo Mall complex.

The Equatoria Bar will be a 650 square metre unit, which will also house the business’s
corporate office. The bar will accommodate 150 people. With Greater Francistown’s rapidly
growing population, the variety of the services at Equatoria Bar will create mass appeal for
all of the Equatoria Bar’s customers. The store will be equipped with state-of-the-art audio
and video systems like none other found in Francistown.

Its existence will serve the need for a true Equatoria Bar in Greater Francistown. The general
appearance will be clean, open, and pleasing to the customer. The demographics are
favourable, with minimal competition from other dance-themed venues and bars.
Table: Market Analysis

Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5 CAGR
(Compound
Annual
Growth
Growth
Rate)
Potential Customers
Casual players 8% 54,889 59,280 64,022 69,144 74,676 8.00%
Competitive players 7% 12,445 13,316 14,248 15,245 16,312 7.00%
Total 7.82% 67,334 72,596 78,270 84,389 90,988 7.82%
 Chart: Market Analysis (Pie)

Chart Title

Office Workers
Tourists
College Students

Target market

We see The Equatoria Bar as appealing to three major market segments. Fortunately, the
long, late night hours of operation help The Equatoria Bar lend itself to multiple segment
appeal. Our market segmentation scheme allows some room for estimates and nonspecific
definitions.

Childless Young Professionals – Due to our proximity to Galo Mall and many other offices
theatres, we must appeal to single adults and young couples. Whether it is a group of friends
or a couple out visiting the city together, these people need a place to eat/drink either before
and/or after their trips
.
These customers will range in age from 20 to 40. The Equatoria Bar will appeal to this
category by switching the tempo and entertainment to be more appealing to adults as it gets
later into the evening. We also anticipate a 15% annual growth rate in tandem with the
growth rate of Greater Francistown and through increased popularity.

College Students – By creating an environment that is appealing to college students, we

secure a natural progression between the tertiary institutions student and the young
professional. Through word of mouth, the Equatoria Bar expects realise an increase of five
percent annually from this segment.

Tourists and Business Travelers – More and more business and travelers and tourists are
finding themselves in Greater Francistown every year as is made evident by the increased
demand and subsequent service of the local airport. We plan to reach these people through
direct marketing to local hotel patrons.

We anticipate a 20% annual growth rate in this segment. As our relationships grow with the
local hotels, so too will the word of mouth recommendations from the hotel staff as well as
the patronizing of our restaurant by their families.
Our future plan is to publish a simple website in order to create awareness to any traveler
who wants to take an advanced look at the club before their visit.

Profile of competitors

The main competitors of the Equatoria Bar will be:

Lizard Lounge
Hours of Operation: 5:00 P.M.-2:00 A.M.
Wednesday through Saturday

Capacity: 120
Wednesday Ladies Night (P15 beers)
This Bar appeals to a ladies crowd seeking cheap drinks.
The club is known for being dingy and dirty.

Pabloz Executive Lounge

Hours of Operation: 10:00 A.M. - 2:00 A.M.
Monday through Sunday

Capacity: 400
Thursday Karaoke Nights
This club appeals to 25-35 year olds.
Live performance by guests and dancing competitions are central focus.
Dancing is pushed to the back of the club.

Chicken Twist
Hours of Operation: 6:00 P.M.-2:00 A.M.
Sunday through Saturday

Capacity: 50
This club’s target customer is 25 to 45 year old / middle class or above.
This bar is known for it’s older, take away drinks and food, dressed up crowd and cramped
space.

Francistown Sports Club

Hours of Operation: 11:00 A.M.-2:00 A.M.
Monday through Sunday

Capacity: 350
This club’s target customer is 25 to 45 years old.
This club is known for live jazz and blues entertainment and their draught beers.

Unique Selling Propositions

The keys to success in achieving our goals are:

 Provide exceptional service that leaves an impression.

 Consistent entertainment atmosphere and product quality.
 Managing our internal finances and cash flow to enable upward capital growth.
 Strict control of all costs, at all times, without exception.
The key elements of the Bar’s concept are as follows:

Entertainment and dance based themes – The business will focus on themes that have
mass appeal.

Distinctive design features – The Equatoria Bar will be characterised by the elaborate dance
club situated in a spectator setting which comfortably accommodates 150 guests. The area
will also offer one private sky box which can be available for use in a conference or private
party setting. This room is intended for special events and daily use. The bar would present
an inviting and relaxing atmosphere, which displays a collection of musical and dance
memorabilia. A live DJ will coordinate the events and entertain the patrons with music and
games during music breaks and off-times.

Location, location, location – One of the major advantages that Equatoria Bar has over its
competition is its location adjacent the new look, high-profile Galo Mall.

Gaming – The bar will provide several interactive style facilities including pool tables and
darts boards to provide for both additional entertainment and revenue.

Quality food – All would be lost without special attention being paid to the level of food
quality. A simple menu offering foods similar to those found at a premier venue. Traditional
‘bar’ appetizers will be on hand for people craving nachos, wings, or quesadillas while they
drink and enjoy themselves.

Exceptional service – In order to reach and maintain a unique image of quality, the
Equatoria Bar will provide attentive and friendly service through a high ratio of service
personnel to customers, and will also invest in the training and supervision of its employees.
We estimate nearly one service staff member for every 40 guests.

4) Marketing and Sales Strategy

Marketing strategy
Our strategy is based on serving our niche markets exceptionally well. The Equatoria Bar
enthusiast, the tourist and business traveler, the local Equatoria Bar crowd, the local service
industry as well as groups going out together, can all enjoy The Equatoria Bar experience .

The marketing strategy is essential to the main strategy:

 Emphasise exceptional service.

 Create awareness of The Equatoria Bar’s unique features.
 Focus on our target markets.
 We must charge appropriately for the high-end, high-quality service and food that we
offer. Our revenue structure has to match our cost structure, so the wages we pay and
the training we provide to assure superior quality and service must be balanced by the
fees we charge.

Part of the superior experience we offer is the simplicity of the menu items. While being
unique, they are relatively inexpensive and easy to prepare. While a premium is appropriate
for the experience, the pricing has to be balanced in accordance with what we are serving.
All menu items will be moderately priced. We expect an average guest expenditure of P25
for beverages and P55 for the percentage of our guests who choose to take advantage of our
food menu.

Our target customer spends more than the industry average for moderately priced
establishments. This is due to our creating an atmosphere that encourages longer stays and
more spending, while still allowing adequate table turns due to extended hours of appeal.

Sales Strategy
 Pricing Strategy
5) Management Team and Staffing
Management Team
Staffing
Training Plans
6) Operations
7) Financial Projections and Assumptions
8) Funding Requirements
EXECUTIVE SUMMARY

You should complete this section after you’ve written the rest of the business plan. Here you
should highlight all the key messages from the rest of the document and sum up the following
areas:
 Purpose of the plan
 Product or service and its advantages
 Market opportunity
 Management team
 Track record, if any
 Financial projections
 Funding requirements

If you are looking for external funding remember that potential investors often make an
initial judgement based on the executive summary so their decision to read the main body of
the business plan will depend on the information presented here. Use appendices at the back
of the plan for more detailed information to support the main text of the business plan.
2. COMPANY DESCRIPTION

Describe the people involved in starting the business:

 Financial backers
 Company structure and areas of responsibility
 Shareholders names, no. of shares, % shareholding and cash investment to date (if
applicable)

Products and services

Explain clearly what your product or service is and what it does.

 Background to its development
 Benefits and Features
 Unique selling points
 Advantages to customers
 Disadvantages or weak points
 Future developments

Long Term Aim of the Business

Describe your long-term aim for the business.

Objectives

Break your long term aim down into specific milestones to be achieved by the company over
the period of the business plan.

SWOT Analysis
Including a SWOT analyse is a simple way of illustrating the strengths and weaknesses of
the business and product or service, the opportunities that exist in the marketplace, and the
threats to the viability of the project. Complete the SWOT template below ore Download a
SWOT template separately.

S.W.O.T. analysis Template

List each of your businesses strengths, weaknesses, opportunities or threats in the table
below remember that some strengths may also be weaknesses and some opportunities may
also be threats.

Strengths Weaknesses
eg. Cutting edge technology eg. One dominant customer

Opportunities Threats
eg. New overseas market eg. Larger competitor reducing prices
 Strengths Weaknesses

3. MARKET ANALYSIS

This section covers market research and competitor analysis. You must show that you
understand your marketplace and that there is a viable market for your product or service.
This will also justify the sales projections made in your financial projections.

Target Market

Describe the market to which you are planning to sell your product or service. You might
want to break your market down into different segments describing their relative size and
characteristics.

You should estimate the value of your market segments so you can estimate your potential
for sales. It is also important to understand what is happening in these segments if, for
example, they are growing or declining. You can then adjust your plan to reflect your
response to these trends.

Profile of Competitors

You need to know who your competitors are in your market place. You should illustrate who
they are and where they are, what they sell and what their unique selling point is.

MARKETING AND SALES PLAN

Now you’ve explained your market you need to describe your strategies for reaching your
target market.

Marketing Plan
You marketing plan must describe in detail how you will position your product or service in
the market and differentiate it from its competitors. You should set out:
 Your marketing objectives which usually reflect your overall business objectives
 Your brand positioning in the market place. You should be able to describe your
positioning in terms of one or more of:
 Unique product features
 Added value to the customer
 Price positioning
 As a driver of efficiency
 Greater compatibility with existing systems
 Include any independent validation or case studies
 How you will set the price charged for your product or service. This must match up
with the figures in your financial projections. You will want to consider:
 Competitors’ prices
 Level of competition in the market
 Perception of quality-price relationship by customers
 Production costs and overheads
 How you will promote your product to your key market segments. You might want to
use one or more of the following:
 Advertising – where, when, how, to whom
 Public relations
 Direct marketing
 Website and internet marketing
 Exhibitions and conferences
 Word of mouth
 The resources you have to undertake your marketing
 If appropriate you will also make reference to:
 Potential customers have you already targeted
 Any product or site testing you have already undertaken

Sales Plan

Your Sales Plan will describe how you will sell your product or service to the target market.
You might use one or more of the follow routes to market but for each you need to explain
the advantages and practicalities of developing them and how they will deliver sales:
 Directly
 Retail
 Distributor
 Agent
 Sales rep
 Website
 MANAGEMENT AND STAFFING

In this section you will outline the intended structure of the company in terms of your
management team and the employees you will need to produce or supply the product or
service.

Management Team

Describe the team of people who will be responsible for managing the business, their
experience and expertise. You will need to consider how the key areas of your business will
be structured. You might also need to explain how the management team will increase or
change as the business grows.

Staffing

Explain how and in what areas your employee numbers will grow as your business expands.
You should relate this to the skills and positions you will need rather than to individual
people. It might be useful to include an organisation chart in this section.

Training Plans
Outline the planned employee and management development to be undertaken in order to
maintain a skilled workforce. This should also tie in with the future market developments
and any new product or service developments.

Recruitment

Outline any planned recruitment activity including your policy and process for taking on
new staff.
6. OPERATIONS

You need to think about how you will operate your business. What you will need in terms of
infrastructure to manufacture or deliver your product or service. You should consider:
 Premises
 Plant and equipment
 Production processes
 IT requirements
 Transport and delivery
 Suppliers
 Insurance
 Licences and regulatory/compliance obligations
 Environmental impact
7. FINANCIAL PROJECTIONS & KEY ASSUMPTIONS

You need to set out your key financial projections and outline any assumptions you have
used in the reaching them. Your projections should include a cash flow and profit and loss
statement so you will need to think about items such as:
 Sources of income
 Number of employees projected for each year and their intended salaries
 Projected investment in equipment and materials
 Expected rent and rates charges
 Creditor days expected and debtor days allowed
 Expenses and overheads
8. FUNDING REQUIREMENTS

Include this section if you are looking for external funding. State here the total funding
requirements of the business, and how those are intended to be provided. You will also need
to state the approximate breakdown of how these funds are to be used within the business.
9. RISK ANALYSIS

It is good practice to show that you have reviewed the risks that could affect your business
and its likelihood of success. You should also indicate how you will review and mitigate
these risks should they actually occur. Risks can include such things as:
 The impact of competitor action on your business
 Commercial issues such as an increase or decrease in sales, raw material prices or
deliveries
 Operational issues relating to IT or production failure
 Staff including skills, availability and cost
 External issues such as changes in regulation, environmental or political changes
 Acts of God such as fire or flood

You may find it beneficial to use a business assessment tools such as a PEST analysis
looking at the political, economic, social and technological external factors which may affect
your business.
10. APPENDICES

This should include any additional documents that support, or you make reference to, in
your business plan. This may include:
 Your CV and (if relevant) those of your business partners and/or key employees
 Certificates for relevant training courses
 Copies of a lease for any business premises you will be renting
 Any data of market research that you have done
 Financial forecast documents – cash flow forecast, profit & loss account (and
balance sheet if relevant)
 If you are purchasing a business that is already trading, include financial statements
for that business