BUSINESS DESIGN

INDEX

● Introduction.
● Brainstorming.
● Decision.
● Profile of entrepreneur.
● Llagar Asgaya.
○ Name and origins.
○ Logo and tagline.
○ Business structure.
○ SWOT analysis.
○ Market analysis.
○ Marketing analysis.
○ Start up costs.
INTRODUCTION.

The first thing for making a business starting from zero is thinking an idea, so we start
making a brainstorming about what we can create.
BRAINSTORMING.

Here are some of the first ideas we have:

● Traditional food restaurant with show.
● Expense management application.
● Sustainable Travel App.
● Pills that you take so that you don't apply sun cream and thus stop polluting, …
● An app that connects Erasmus students with apartment owners.
● Deliver medicines by drone to unpopulated areas.
● App that tells you where there are places to park in real time.
DECISION.

Finally, after analyze the pros and the convs of all these ideas, we decide that the best
idea for this project is making a restaurant .
So once we have decide the business we start looking for a name and a concept for the
restaurant we want to open.
Since we want to open the restaurant in Gdansk,since it is frequented by many tourists,
both foreigners and from other cities in Poland, we decide that maybe a very original
and different idea should be open a restaurant of Asturian traditional food and maybe
some days make a dinner show with traditional music and dances of Asturias.
PROFILE OF THE ENTREPRENEUR

This project is carried out by us, future entrepreneurs who are

engineering and business students, without studies or work experience
in the hotel and catering industry, but with a great passion for it.
However, with the knowledge and skills we have acquired in business
and finance courses, we will be able to carry out the project and
manage it.
The idea is to look for employees with the knowledge and skills that we don't have, for
example, a chef specialized in the preparation of Asturian and traditional dishes.
In addition, we consider it important to have help with the development of the
marketing plan and the management of the social networks and the restaurant's
website.
LLAGAR ASGAYA
NAME AND ORIGINS.

The Llagar Asgaya is a restaurant in which the food is from Asturians and it has direct
shows of Asturian traditional music and dances.
The name of the restaurant is in Asturian, and the meaning of llagar is the plaze where
the sidra is made, and asgaya means abundance.
We think that the name is perfect for the concept and the idea we want to create
because it represents the traditions and the culture of Asturias.
LOGO

The logo was some of the most difficulties things to think, because we want something
that represent totally Asturias and the idea that we want to retransmit to the clients, so
it was something in which invert a lot of time.
Brainstorming of some of the logos we think:
FINAL LOGO
TAGLINE

Once we have chosen the final logo, we have to think of a slogan for the restaurant that
goes along with what we want to transmit in the restaurant.
So the first thing we do is a brainstorming again with the possibles taglines.
 SOME EXAMPLES OF TAGLINES
"Authentic Flavors of Asturias: Taste the Soul of Asturias!"
"Embark on a Culinary Journey to Asturias: Where Tradition Meets Innovation!"
"Savor Asturian Delights in the Heart of Gdansk: Where Every Bite Tells a Story!"
"Discover Asturian Gastronomy in Gdansk: Where Passion and Flavor Unite!"
"Escape to Asturias Without Leaving Gdansk!"
"Journey to Asturias: Where the Sea Meets the Mountains"
"Savor the Soul of Asturian Cuisine in Gdansk"
"Taste the Essence of Asturias: An Authentic Spanish Experience in Gdansk!"
Finally we decide that the best slogan for our restaurant is “Where the sea meets the
mountains”, because if something is characteristic of Asturias, are their beautiful
landscapes and the contrast between the mountains and the sea.
BUSINESS STRUCTURE

The initial organizational chart is presented below but In the future the organizational
chart will be evaluated according to the circumstances and evolution of the company.
 MANAGERS

KITCHEN: DINING ROOMS: PERFORMANCES:

2 cooks 4 waiters dancers + musicians
The managers, Lucia and Patricia, are in charge of the total supervision of the company
and being the visible head in the restaurant business, and its possible that they studies
something related to marketing or cooking, being able to perform, if the opportunity
arises, functions in the kitchen or taking care about the digital market of the restaurant.
At the beginning, the managers will also be in charge of finding the most suitable
suppliers and analyzing the distribution channels to be used. In addition, they are in
charge of the social networks and the company's website, and they are also in charge of
marketing campaigns.
On the other hand, the managers must also help in the dining room during the hours
with the highest number of customers.
SWOT ANALYSIS
Strengths Weaknesses

● High-quality service with affordable prices, ● Limited understanding of the Polish

based on product costs. market and its food preferences could
● Gdansk is a popular tourist destination,
hinder attracting local customers.
which could attract Spanish and foreign
● The presence of established local
tourists interested in trying authentic
restaurants could pose strong competition
Asturian food.
●
and hinder the growth of the Asturian
Offering Asturian cuisine in a market
restaurant.
dominated by other types of cuisine can
● Importing authentic Asturian ingredients
differentiate the restaurant and attract
customers seeking a unique culinary could be costly and complicated, affecting
experience. profitability and availability of fresh
● The authenticity of Asturian food and the products.
owners' expertise in Asturian cuisine could
be a strong selling point for customers .
SWOT ANALYSIS
Opportunities

● Effective digital marketing and local promotion strategies could increase awareness and demand for Asturian food
in Gdansk.
● Collaborations with hotels, travel agencies, or other tourism companies could increase the restaurant's visibility
among tourists.
● Participating in local gastronomic events or organizing Asturian food festivals could generate interest and attract a
wider audience.

Threats

● Unexpected events like epidemics, natural disasters, or political crises could negatively impact tourism and food
demand.
● Poor reviews from people who do not share a taste for this type of food could tarnish the image.
MARKET ANALYSIS
TARGET MARKET:
The target market is very wide within
the framework of Gdansk. The offer is
aimed at three basic groups: people
interested in Spanish culture, people
who want to try new food and tourists.
Therefore, the range of the target
market of these characteristics is very
wide, and more specifically in the
chosen location in Gdansk.
COMPETITION:
As is well known, the hospitality
business is known to be highly
competitive. The competitive
advantage of this business lies in
product differentiation. It is oriented
towards a specific service, to satisfy MARKET TRENDS:
specific needs.
Regard to the direct competition of the
business, there are no establishments
within our scope of supply in terms of
our offer.
MARKETING STRATEGY

● Product/service:
○ Offering an authentic gastronomic experience with typical dishes from Asturias,
live music, and traditional Asturian dance.
○ Decoration reflecting Asturian culture, with traditional elements which create a
festive atmosphere.
● Promotion:
○ Use platforms such as Facebook, Instagram, and Twitter to share photos of
Asturian dishes, special promotions, events, and customer reviews.
○ Collaborating with local influencers and those specialized in gastronomy to
promote the restaurant and generate interest among their audience.
○ Organizing special nights with Asturian music and dance performances to attract
new customers and foster loyalty among existing ones.
● Distribution:
○ Establishing the restaurant in a high-traffic area in Gdansk, preferably near
tourist attractions and hotels.
○ Implementing an online booking system through the website and mobile apps
to facilitate customers in planning their visit.
● Price:
○ Offering fair and competitive prices compared to other similar restaurants in
the area.
PRODUCTS AND COSTS
PRODUCT LINES TO BE MARKETED
Line 1 Starters: pastel de cabracho,
chorizo a la sidra, cheeses, …
Line 2 Salads: caesar, avocado, tomato,
four sauces, ...
Line 3 Second courses: fabada, cachopo,
pixín, pitu, …
Line 4 Desserts: frixuelos, arroz con
leche, requexón, …
Line 5: Drinks: sidra, sangría de sidra,
water, coke, …
 PVP COST PRICE
Starters: 12,50€ 10,66€
Salads: 7,95€ 5,45€
Second courses: 17,75€ 13,78€
Desserts: 6,50€ 5,02€
Drinks: 3,50€ 2,25€
STARTUP COSTS

Below, we can see the approximate costs of starting the business for a one-year course.
 FIRST YEAR, STARTUP COSTS
DEFINITION AMOUNT

Purchase of goods 20.000,00€

Rental 18.000,00€

Repair 800,00€

Insurance premiums 282,00€

Advertising 1.000,00€

Supplies 8.400,00€

Other taxes 2.300,00€

Wages and salaries 58.560,00€

Social security 12.574,08€

TOTAL: 121916,08€
 EXPECTED REVENUES
DEFINITION AMOUNT

Sale of goods 238.330,00€

Provision of services 9.600,00€

TOTAL: 247.930,00€
The money would became from all our savings and for asking for a credit in a bank for
starting the business.
After two years open, we calculate that we finish the credit because of the good fame
and serving that we obtain. Since we were open 1 year, people start knowing Asturian
food and they like a lot, so that's an important reasons why they return to our restaurant
and make us increasingly better known.