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The Oak Business Plan V1 1

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Simple Business Plan presentation for a pub

Simple Business Plan presentation for a pub

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    The Oak Business Plan V1 1 The Oak Business Plan V1 1 Presentation Transcript

    • 11/10/2008 The Oak, Bristol The Oak
    • The Oak Business Plan Prepared by: Olly Swayne Prepared for: Mike Pearce
    • Background
      • Pub closed by Police in September 2008:
      • Customer demographic D & E
      • Cheap dinks
      • Drugs
      • Violence
      • Reopened November 2008
      11/10/2008 The Oak, Bristol
    • History
      • Run as community boozer
      • Strong link to football and sport
      • Recommended by Bristol Rivers web site
      • Reputation for volatility and aggression
      • High Police profile
      • Limited food offer
      • Limited use of beer garden
      • Extremely competitive and developing market place
      11/10/2008 The Oak, Bristol
    • Economic Climate
      • PWC recently suggested more than 4,000 pubs will go out of business in the next two years.
      • Pub beer sales are down about 9%
      • Cheap offers in supermarkets
      • Vicious economic downturn
      • Smoking ban
      • Beer Duty hike
      • Poor weather
      11/10/2008 The Oak, Bristol
    • Economic Climate
      • Pub closures up to 5 a day and worsening…
      • 30% of Leased pubs “uneconomic”
      • Sector facing "its worst crisis in 70 years" as food and utility costs rocket and more consumers drank at home
      • Consumers are cutting back on trips to the pub according Bank of England
      11/10/2008 The Oak, Bristol
    • Economic Climate
      • Punch announcing that rent concessions had increased to £6 million
      • … analysts forecasting that pub tenants could see a fall in profits of up to 90 per cent next year
      • Pubs, gyms and any businesses that depend on discretionary spending are already bleeding. It won’t be a happy Christmas for the high street .
      11/10/2008 The Oak, Bristol
    • Demographics
      • 75% Urban Intelligence
        • Caring Professionals 64%
        • Original Suburbs 13%
        • Town Gown Transition 8%
        • New Urban Colonists 3%
        • Just moving In 2%
      • 15% Suburban Comfort
      11/10/2008 The Oak, Bristol
    • Retail Proposition
      • Modern, Stylish, Contemporary, Casual
      • Quality food, fast pace of lifestyle, could be Gastro
      • Cosmopolitan audience
      • Low Tempo venues for comfort social interaction
      • Occasions:
        • Relax with Drinks
        • Casual Dining
      • Needs:
        • Going to the Pub - 42%
        • Eating Out - 55%
        • Wines - 30%
      11/10/2008 The Oak, Bristol
    • The Market Place
      • Casual drinking and dining saturated
      • Predominantly independent operators
      • Demographics polarised between B/C1/C2 and D & E
      • Longest, unbranded High Street in the UK
      • Vibrant and active community spirit
      • ‘ Urban Village’ environment
      • Mixed residential
      11/10/2008 The Oak, Bristol
    • The Market Place Within ¾ mile
      • 18 Pubs and Bars
        • 4 Gastro Pub/Bars
        • 7 Town Taverns
        • 2 Family Pub/Bars
        • 6 Venues
        • 6 Community Locals
      • 21 Restaurants
      • 20 Cafés/ Coffee shops
      • 17 Take Aways
      • 11 Supermarkets/ Off Licenses
      11/10/2008 The Oak, Bristol
    • Family Pubs
      • Tinto Lounge
      • The Annex
      11/10/2008 The Oak, Bristol
    • Gastro Pubs & Bars
      • Tinto Lounge
      • Zest
      • The Robins Hood Retreat
      • The Flyer
      11/10/2008 The Oak, Bristol
    • Restaurants
      • Zest
      • Bombay Raj
      • Ganges
      • Fungs
      • Di Meo
      • Cibo
      • Tat Yans
      • La Barrique
      • Delminico
      • Planet Pizza
      11/10/2008 The Oak, Bristol
    • Restaurants
      • Natraj
      • Simply Thai
      • EZO
      • Roccos
      • Sheesh Mahal
      • Cassa Mexicana
      • Amici
      • Plantation
      • Thai Pepper
      • Effes
      • Wonderful Thai
      11/10/2008 The Oak, Bristol
    • Cafés & Coffee Shops
      • 3Bs café
      • Panini (Closed)
      • International Café
      • Rendezvous Lounge
      • Yum Yums
      • Café Lazz
      • 232 Café (Closed)
      • Metro Café
      • Café Unlimited (Closed)
      • Café Delight
      11/10/2008 The Oak, Bristol
    • Cafés & Coffee Shops
      • Pronto Café
      • Coffee #1
      • Halo Café Bar
      • Hatters
      • La Ruca
      • Spice Route
      • Tarte
      • J5 Café
      • Café Aroma
      11/10/2008 The Oak, Bristol
    • 11/10/2008 The Oak, Bristol
    • 11/10/2008 The Oak, Bristol
    • Community Pubs
      • The Ashley Arms
      • The Queen Vic
      • The Old Fox
      • The Foresters Arms
      • Gloucester Arms
      • The Cat & Wheel
      11/10/2008 The Oak, Bristol
    • Off Licenses & Supermarkets
      • Bobby’s
      • Carpenter
      • Somerfield x 3
      • Sainsbury
      • Odd Bins
      • Tesco Metro
      • Bottoms Up
      • Thresher
      • Booze Buster
      11/10/2008 The Oak, Bristol
    • Take Away Food
      • Dominos
      • Bristol Fryer
      • New Taj
      • La Cuisine
      • Indian Food Kitchen
      • Maxin Chicken
      • Shanghai Express
      • Mad About Sarnies
      • Bishopstone Fish Bar
      11/10/2008 The Oak, Bristol
    • Take Away Food
      • Hot Wok Express
      • Joe’s Express
      • Charcoal Grill
      • Ciao Burger
      • Thai Pan
      • Subway
      • Benny’s Chicken
      • Pizza Hut
      11/10/2008 The Oak, Bristol
    • SWOT Analysis 11/10/2008 The Oak, Bristol
    • Segmentation
      • Population polarised between middle and working classes
      • Currently targeted at working class clientele
      • Working class accounts for less than 1%
      • Disposable income available for ‘healthy value’ offer
      • Gap in the market for Gastro and Family offer
      • Desperate need for great service and quality
      • Food, wine and niche beer focus
      11/10/2008 The Oak, Bristol
    • Target
      • Generation X
      • C1 & C2 demographic
      • 25 – 45 age range
      • Yummy Mummies
      • Dashing Dads
      • DINKies
      • Older families
      • Fruit bowls & veg’ boxes
      • Fat Face & White Stuff…
      • Sociably sporty, upwardly mobile
      • Independent, Times, Guardian & The Week
      • The great outdoors…
      • German car syndrome
      • Holidays in Europe & camping
      11/10/2008 The Oak, Bristol
    • Positioning
      • Drastic repositioning required
      • Disassociate with Bristol City FC
      • No gaming machines
      • No permanent screens
      • No bar games
      • No jukebox
      • Urban gastro + shabby chic
      • ‘ Affluenza’ hideaway
      11/10/2008 The Oak, Bristol
    • Business Identity
      • Name change required to The Oak
      • John Cabot has very negative connotations
      • Identity change necessary
      • Marketing and positive PR
      • Strategic alliances
      • Community involvement
      • New signage
      11/10/2008 The Oak, Bristol
    • 11/10/2008 The Oak, Bristol
    • 11/10/2008 The Oak, Bristol
    • Differentiation
      • Oak Smoked products: Food and drink
      • Oak Smoked themes
      • Oak materials
      • Oak-like values
      • ‘ Oaky’ colour pallet
      • Local provenance and alliances
      • Endorsed specials and menu items
      11/10/2008 The Oak, Bristol
    • The Offer
      • Premium drinks brands
      • Fresh, local produce
      • Simple, reassuring menu
      • Strategic food alliances
      • Great music
      • Great company
      • Home away from home
      • Urban, shabby chic
      • Connecting people
      • Centre of community
      • Comfortable and clean
      • Dynamic bar culture
      • Locally sources ‘Bar Art’
      11/10/2008 The Oak, Bristol
    • The Operation
      • Focus on standards and service
      • High levels of customer interaction
      • Table service for food
      • Breakfast, Lunch and Dinner service
      • Small experienced team
      • ‘ Managed House’ disciplines
      • Partnerships with local traders
      • Cooperation with Local Authorities
      11/10/2008 The Oak, Bristol
    • The Team
      • Director and Manager: Olly Swayne
      • Head Chef and Manager:
      • Accountant:
      • Solicitor:
      • Stocktaker:
      • Payroll:
      11/10/2008 The Oak, Bristol
    • Olly Swayne
      • Hospitality Industry experience:
      • Senior Operations & Project Management, Business Development, Business Planning, Process Improvement and Service Quality
      • Branded & unbranded, managed, leased, High Street, out-of-town and HO roles.
      • MBA (Dist), HND (HCIM), Prince2, CMI, MIH, CIPD
      • Personal License, CRB, BII Drugs Awareness
      11/10/2008 The Oak, Bristol
    • Olly Swayne
      • Leadership, Change and Personal Development:
      • Leadership consultancy and programme development
      • Facilitation of Leadership, Change and Personal Development interventions
      • Accredited practitioner: Personal Effectiveness Profile (PEP 360  model) & MPG™: The Success Connection
      11/10/2008 The Oak, Bristol
    • Sales & Marketing
      • Service & Quality driven
      • Unique food and drink offer
      • Focus on local provenance
      • Alliances with local suppliers
      • Emphasise community involvement
      • Supplier / producer endorsed menus
      11/10/2008 The Oak, Bristol
    • Sales & Marketing
      • Tailored playlists and Chill FM
      • Newspapers, games and music
      • Stealth marketing via web, database and strategic partners: Riverford, Better Food
      • Wine / Beer / Supper clubs, events and charitable links
      • Loyalty Promotions
      11/10/2008 The Oak, Bristol
    • Business Entity
      • COSine Consulting Limited (CCL)
      • Share capital held by CCL
      • Personal Guarantor
      • Potential share save
      • Profit related pay
      11/10/2008 The Oak, Bristol
    • Capital Investment
      • Lease works and dilapidations
      • Compliance works (CCTV)
      • External Decorations
      • Signage Scheme and lighting
      • Internal decorations
      • Furniture and fittings
      • Capital equipment
      • Audio Visual system
      • Garden improvements
      • Minor Capital Refurbishment
      11/10/2008 The Oak, Bristol
    • Financials Considerations
      • Economic conditions worsening and consumer confidence at record low
      • Business turnaround required to secure future viability
      • Capital and marketing investments required
      • Complete repositioning of business
      • Change sales and product mix
      • Liquor margins will be critical
      • Rent to reflect repositioning
      • Sales from very low base
      • Intense competition
      11/10/2008 The Oak, Bristol
    • Financials Year 1 Forecasts
      • £5,500 per week average for first 12 months
      • Target turnover £340,500
      • Gross Profit at 61%
      • Labour costs at 38%
      • Controllable expenses at 15%
      • Fixed expenses at 3.8%
      • EBITDAR = £13,284
      • Rent = £7,800
      • EBITDA = £5,484
      11/10/2008 The Oak, Bristol
    • Financials Key Performance Indicators
      • Year 1 averages
      • Food .v. liquor split: 23% .v. 77%
      • Food GP = 63%
      • Liquor GP = 60%
      • Labour cost min -£1,510 / max -£3,390 per week
      • Controllable expenses = £982 pw avg
      • EBITDA = 1.6%
      • Rent = 2.3%
      • Rent charge = £150 per week
      11/10/2008 The Oak, Bristol
    • Financials MAT Performance & Forecast 11/10/2008 The Oak, Bristol
    • Financials 5 Year Sales Forecast 11/10/2008 The Oak, Bristol
    • Financials 5 Year Rent Proposal 11/10/2008 The Oak, Bristol
    • Financials 5 Year Profit Forecast 11/10/2008 The Oak, Bristol
    • Financials 5 Year Cash flow Forecast 11/10/2008 The Oak, Bristol
    • Financials 5 Year KPI Forecast 11/10/2008 The Oak, Bristol
    • Financials Year 1: Cash flow 11/10/2008 The Oak, Bristol
    • Financials Year 1: Avg Weekly Sales 11/10/2008 The Oak, Bristol
    • Financials Year 1: Avg Weekly Labour 11/10/2008 The Oak, Bristol
    • Lease Proposal
      • Lease term: 5 years
      • Phased rent:
        • 2009 Q1 - Q2 £100 pw
        • 2009 Q3 - Q4 £200 pw £150 pw
        • 2010 Q1 - Q2 £400 pw
        • 2010 Q3 - Q4 £500 pw £450 pw
        • 2011 £600 pw
        • 2012 £800 pw
        • 2013 £800 pw
      • Minimum £100 per barrel discount required to hit margins
      • Enterprise start-up investment
      • CCL start-up investment
      • Phased F&F purchase
      11/10/2008 The Oak, Bristol
    • Start-up Investment
      • Furniture & fittings CCL
      • Commercial Equipment CCL
      • Interior decoration EI
      • External decoration EI
      • Signage and new lighting EI
      • H&S works EI
      • Compliance works EI
      • Dilapidations EI
      11/10/2008 The Oak, Bristol
    • Next Steps
      • Agree lease terms & timescales
      • Confirm sources of funding
      • Obtain prices for capital works
      • Liaise with potential suppliers to agree terms and service levels
      • Recruit team
      • Liaise with Local Authorities
      • Assess training needs
      • Letter of intent
      11/10/2008 The Oak, Bristol