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BUSINESS PLAN
for
Chic Bar
About the Business
Business Name: Chic Bar
Business Structure*: Limited Company
Owners’ Names: Amanda Howie, Bryce Dunlop, Grace Rossi, Irene
Nanungi, Noi Mcmillan/Darin Chanleung
Business Address: 55-59 Main street Ayr KA88BU
Business Telephone: 01292 290404
Contents
Section 1: Introduction
1.1 Business Plan Summary
1.2 Business Objectives
1.3 Business Description
1.4 Business Operations
Section 2: The People
2.1 Key People
2.2 Training Needs Analysis
2.3 Company Structure
Section 3: Marketing Plan
3.1 Market Research
3.2 Customers
3.3 Competition
3.4 Marketing strategy
Section 4: The Money
4.1 Costing and Pricing
4.2 Sales Forecast
4.3 Running Costs
4.4 Start Up Costs and Funding Package
Section 5: Appendices
5.1 Appendix 1
5.2 Appendix 2
5.3 Appendix 3
5.4 Appendix 4
5.5 Appendix 5
5.6 Appendix 6
5.7 Appendix 7
5.8 Appendix 8
5.9 Appendix 9
Section 1 – Introduction
1.1 Business Plan Executive Summary
Chic will be a new bar and function suite located on the Main Street in Ayr. The
venue will be based in the former “Babylon” nightclub, however we intend to fully
refurbish the contents of the building to our own unique style. Chic will deliver
customers a higher quality service than current competitors offer. In addition, Chic
will offer a luxurious function suite which will be available to hire on Fridays and
Saturdays. One of the unique selling points of the function suite located within the
building is that it is completely adaptable to suit various events such as birthdays,
wedding receptions and charity nights. Although the customer can alter the suite to
suit their individual needs, our aim is to provide our customers with deluxe and
sensuous surroundings that will require minimal effort to ensure their special event is
one to remember. Our well trained staff will take care of customer needs with
meticulous attention to every detail. By opening this new venue, we aim to contribute
to the Ayr Regeneration Project launched to boost Ayr town trade. This project aims
to support food producers, artists, manufacturers and other business in Ayrshire in a
way that unites and benefits the community due to the closure of several businesses
located in Ayr.
Due to a new law which has come into force in Scotland making the drink drive legal
limit lower than elsewhere in the UK, Independent UK has stated it has negatively
impacted on bars and clubs around the country due to people feeling more cautious
and reluctant to drink in venues other than their own home. However, in order to
avoid this Chic Bar will offer customers additional refreshments other than alcohol so
that consumers can still relax and socialise with their friends in luxurious
surroundings without missing out.
To boost sales during the week we plan to host themed nights varying from quiz
nights, live music and student promotion nights. As the venue already benefits from
a stage area, we plan to use this addition to our advantage and offer live music
nights. In terms of performers, we hope to attract local artists within Ayrshire to
perform at our venue. By offering entertainment as such as live music, we hope to
attract a larger pool of potential customers.
Chosen Premises
After careful consideration we decided upon the old Orient Cinema/Babylon
Nightclub on Ayr Main Street. The building was designed by Albert Gardiner and
opened in 1932 as The Orient Cinema. The exterior of the building is in-keeping with
the style we aim to create and the interior extends to 10’000 square feet which was
ideal for our purpose. The premises sits in a prime location on the main route into
Ayr which should encourage passing trade, it also benefits from a large carpark to
the rear which will be attractive to our customers.
We drew inspiration for Chic through looking at various successful venues on offer in
Glasgow and the surrounding area. This enabled us to visualize what we could do
with the space on offer and what it would look like in the future. Once we had
decided upon our premises ideas started to generate quickly and our group became
very passionate about the project.
1.2 Business Objectives
Pre-Start
 Secure Finance on premises
 Refurbishment commences- contractor’s in
 Refurbishment complete- contractors out- 3 months’ turnaround
 Advertising and promotion ongoing over 3-month refurbishment period
 Recruitment over 3-month period – g4S Security enlisted
 Gain personal licenses
Short Term (0-12 months)
 Open 7 days a week – busiest period expected to be Friday- Saturday
 Networking with local businesses
 Offer promotions to boost sales and maximize revenue
 Create and set up website
Medium Term (12-36 months)
 Expand offering i.e. food services
 Refurbish Mezzanine floor “VIP Lounge”
 Set up online booking option
Long Term (36 months onwards)
 Investigate the viability of replicating Chic in Prestwick i.e. through acquiring
“The Broadway” theatre
 Expand staff and extend opening hours in Chic
 Invest in company car
1.3 Business Description
Chic Bar is a bar and function suite which is located in Ayr town. Trading will start the
month of October due to a high volume of festive parties, however we will use three
months prior to opening the venue for advertising and taking bookings. The business
will operate daily with the bar being open 7 days a week, we will have promotions on
throughout the week to bring in additional business & boost sales, this will range
from quiz nights to student nights. The bar will have a wide variety of beverages
available, including cocktails (See Appendix 1). In addition to the bar we will have a
function suite hire this will be available at the weekends (Friday-Sunday), the
function suite will be hired out at a set price which will include a DJ, if not needed we
will negotiate on the price (dependant on the customers needs).
We will be offering a vintage/boutique style business. This will be out the way from
all main clubs/bars in Ayr but by creating a sophisticated vibe we hope to attract
people and make them want to stay and not venture into the next town, a place
people can come and enjoy their night, relaxing with friends and not want to leave by
catering to the older and younger generation.
The function suite will generate business whilst holding parties ranging from
birthdays, anniversaries, tribute nights & charity nights. The function suite will be
luxurious and a place where everyone will want to spend their party nights. We will
be providing the venue and DJ and the customers can bring in their own additional
extras. We will however promote other companies locally in relation to balloons,
catering services and decorating services. This will help boost local economy and in
turn these companies will also recommend our business to help create additional
business.
1.4 Business Operations
Chic will be open seven days a week, however the bar and function suite operating
times will vary. During Sunday – Thursday the bar will be open from 5pm-12am and
Friday – Saturday the bar will be open from 5pm-1am as we expect weekends to be
busier. In relation to the function suite, it will be available to hire on Friday and
Saturday every week however we do aim to add additional days when there is higher
demand i.e. festive period. The function suite operating times are slightly different
from the bar, it will operate both nights from 7pm-1am. In terms of staffing during the
week, we will have four members of staff running the bar. The bar manager, Grace,
will be responsible for the smooth running of Chic bar by delegating tasks and also
serving customers. Noi and Irene will carry out all duties behind the bar to ensure a
pleasurable experience for our customers. As the function suite isn’t open during
Sunday-Thursday Amanda will also work behind the bar within this period. We will
require doormen at weekends to assist with the safety of our customers and
employees. As Bryce is the business development manager, he will oversee any
marketing, HR and finance duties during the week as this will make him available to
help with the running of Chic in terms of bar/function suite at weekends due to
expected busier trade. In the long term, we aim to expand our team of employees to
help with the running of the business and provide additional service i.e. food and VIP
Lounge.
2.1 Key People (See Appendix 2,3,4,5,6)
Bar Manager – Grace will be the manager of the bar as she has previous
experience working in bars/clubs. She also works in New Look which has given her
customer service experience. Within the store she has daily briefs with her team,
learning the previous day’s sales/figures. In addition, Grace has been allocated the
role of “Store Card Motivator” in her workplace, this requires her to manage her peer
colleagues and support them in achieving store card targets – she can use these
skills to contribute to Chic.
Floor Manager – Amanda will take on the role of Floor Manager. Duties in this
position will include the smooth running of the function suite and bar, delegating
tasks, filling in for absent employees and ensuring customers have a pleasant
experience in the venue. She will be able to carry out this position effectively as she
has experience of dealing with the general public and ensuring things are done
efficiently. Amanda currently opens and closes her store and is trained up to a
managerial level.
Business Development Manager – Bryce is the Business Development Manager
as he is well suited to the role due to the vast amount of contacts he already has and
the communication skills he acquires. He has a sound knowledge of how effective
organisations operate and what it takes to create opportunities for the business to
grow. In addition, Bryce will also deal with the financial aspects of the business in
terms of company accounts and payroll. He works in TK Maxx, which gives him
experience in dealing with the public and also reaching targets within the store.
Bar Staff- Irene has previous experience working within the events industry in Ayr.
She worked for the Racecourse in Ayr for one year during their peak times dealing
with customers, serving food/ beverages and carrying out the role of being the
organisation’s photographer. This shows Irene is able to work under pressure and
adapt to any work environment. In relation to Chic, Irene will take on the role of being
an important member of bar staff for the organisation.
Bar Staff- Noi has completed her Intermediate 2 Hospitality qualification during
secondary school. Also, in the past she has had experience working in restaurants.
This shows she has a sound understanding of what is core to customer service
which will be an advantage to Chic Bar as she can offer our customers a very high
standard of service. In addition, Noi has a background of designing jewellery for
various companies which she is highly passionate about, this shows she has high
attention to detail through product design. During peak trade times we intend to hire
additional support staff to cope with the high volumes of custom.
Doormen - We will require doormen at the weekend to assist with the safety for the
staff and our customers, to ensure the bar runs smoothly and there are no incidents
that cannot be controlled. They will be brought in at weekends from a security
agency.
2.2 Training Needs Analysis
In order to ensure our staff, have the necessary skills to enable the smooth running
of Chic, a training needs analysis has been carried out below. This will identify the
current skillsets of each member of our team and any areas that will need to be
improved upon before the launch night.
Bryce Dunlop
Bryce will take on the position of the ‘Business Development Manager’. The main
duties under this position will include marketing, market research for continual
development, attending events such as ‘Events Scotland’ to keep up to date with
current and future trends and events going on within Scotland. This position will also
cover finances, management of business accounts and all HR practices.
Currently Bryce works as a Sales Associate in TK Maxx and has a long history in
customer service, retail and hospitality industries. His background knowledge in this
area will assist him when carrying out market research and planning events. Bryce
also has qualifications in Business Management and Digital Media Production.
These will provide a sound foundation on which to draw upon for tasks associated
with the Business Development position.
In order to carry out all duties of the position, Bryce will need to gain some
knowledge and experience of payroll systems such as Sage.
Amanda Howie
Amanda will take on the position of ‘Floor Manager’. The main duties under this
positon will include overseeing and coordinating staff working in the function suite
during events and dealing with any customer issues that may arise within the
function suite. Amanda will also oversee all event details from booking through to
completion which will involve client liaison, diary management, deposit and final
payment responsibilities.
Currently Amanda works with William Hill which provides her with a strong base in
customer service. This will be invaluable for her to draw upon within her role in Chic
as she will primarily be dealing with clients in a customer faced environment.
Amanda also has qualifications in business management and this will give her a
sound knowledge to draw on when dealing with managerial and team management
situations.
As of yet Amanda does not have any practical management experience but she
hopes to gain some experience in a managerial role through volunteering with her
current employer.
Noi McMillan
Noi will primarily be working on the bar and on the function suite floor.
Noi has qualifications in business management and product design which shows she
has high attention to detail. In the past Noi has had experience in hospitality through
working in restaurants but has no bar experience. In order to resolve this Noi will
gain some experience through working in local bars between now and the opening of
Chic. She will also receive cocktail training in order to deliver high quality cocktails
from our menus.
Irene Nanungi
Irene will be working alongside Noi on the bar and function suite floor.
Irene has qualifications in business management and currently runs her own
business from home. In the past Irene has worked in four star restaurants and bars
such as ‘Western House’ at Ayr Racecourse. Previous work experience will position
Irene as a key member of our bar staff with plenty of knowledge in the industry to
draw upon.
In order to fully set up Irene for this position she will also receive cocktail training
alongside Noi. This will ensure our team is fully trained and practiced when it comes
to making up beverages for our customers.
Grace Rossi
Grace will assume the role of ‘Bar Manager’ which will involve overseeing all staff on
the bar and dealing with any customer issues within the bar/lounge area. Grace will
also be responsible for producing bar staff schedules and ensuring the efficiency of
her team.
Grace currently works with New Look and has a long history in retail hospitality
including working in bars and clubs both local and abroad. This will give her a strong
knowledge to base any operational decisions on during the day to day running of the
bar lounge. Grace also has qualifications in business management which will assist
her in leading her team.
In order for Grace to take on this position she will take a course at a local college to
gain a personal license prior to the launch night. This will make Grace solely
responsible for all alcohol sales and/or issues on the premises as she will be the
premises license holder.
As it stands our staff have a wide variety of skill sets which has been a major factor
of consideration when building our company structure. Each member of the team will
bring a unique skillset which will contribute to the smooth and efficient running of our
business operations. Although some skillsets are currently missing we intend to fill in
the gaps during the pre-start stage of our business development in order to have a
highly skilled and practiced team for our launch night.
2.3 Company Structure
The above company structure shows the positions chosen for each member of the
team: Bar Manager, Floor Manager, Business Development Manager and Bar Staff.
When allocating roles we have factored in each individuals skillsets and past
experience. For the first year of business this structure will be in place although we
do plan to take on additional staff during peak trade periods. Mid to long-term we do
plan to hire additional part time staff to cope with increasing trade and additional
services we plan to offer i.e. The VIP lounge and food services. The addition of a
kitchen may be a mid-term objective depending on the success of our first year of
trade, many of our main competitors already offer food services and this would be a
primary priority when expanding the business becomes a possibility. This would
result in a new department within our structure with the addition of a kitchen
manager and kitchen team. With the increase in work load we would also be looking
at taking on additional lounge/restaurant staff.
Section 3 – Marketing Plan
3.1 Market Research
Prior to the start, we carried out a lot of research with local business owners of
similar premises to give us a better insight to the industry. By doing this, it enabled
us to have a clear and precise idea of what we planned to offer our customers in
terms of style, service and experience. The analysis of existing venues and premises
in Ayr and Prestwick identified a gap in the market therefore we took this opportunity
to provide an adaptable venue to the local area.
Primary research was conducted through Survey Monkey to identify the levels of
public interest in our potential business plan. Through our primary research we
discovered that a bar and lounge would be a very desirable venue and attraction for
the people of Ayrshire. From conducting a short survey at the start of our research,
44/44 people agreed that they are dissatisfied with the nightlife offered in Ayr. In
addition, another survey was carried out through "Kwik Survey." This identified that
119/149 responses enjoyed live music/entertainment when at a bar/nightclub. From
this research it gave us the motive to offer this additional extra on our "theme nights."
In order to help local trade, we aim to bring in local artists who can perform their
expertise on our stage area in Chic (See Appendix 7).
Our group is made up of a mixture of ages ranging from 20-30 and so we felt we had
a broad outlook on what Ayr had to offer to different ages. Through this we identified
a lack of desirable venues available for hire. From this we researched into potential
competitors for our function suite and the information gathered highlighted the wide
range of services currently on offer. In order to be successful, we knew we had to
tailor our service to each individual client and create a more dynamic and flexible
venue.
3.2 Customers
In terms of age range, we expect to attract 18 year olds to 25 year olds during
promotional nights for students. In addition we expect other age range groups in the
bar, the 18 to 25 age range is most likely to be the most dominant category. On
weekends, we expect to attract a wider range which we expect to vary from 18 to 35
in the bar alone but we expect a mixture in the function suite depending on who is
holding a function. For example, if it’s a business holding a meeting, we would
expect our customers to range from 18 to 65. When holding birthday parties for
example an 18 year old, the customers are most likely to be between18 to 25.
Given the luxurious nature and style of Chic, we expect to bring in tourists who come
to Ayr especially in the summer months to visit the Robert Burns tourist attraction,
Ayr beach also attracts a lot of people from Glasgow during the summer who are
also most likely to be attracted by Chic bar’s style and atmosphere.
On top of that, Ayr also holds Air show which attracts a reasonable number of
customers that Chic can rely on. According to the Daily Mail, the last Scottish show
in September attracted 120,000 people. Due to Chic’s convenient location Chic could
expect to attract a lot of trade during and after this event.
Ayr also has a Race course which attracts a lot of wealthy individuals whenever they
have a race on, however the Race course closes at midnight and most of these
people wonder off to bars, the presence of a stylish fashionable bar like Chic will
attract a lot of them when they leave Ayr Racecourse.
According to visit Scotland directory, Ayrshire & Arran is the perfect destination for
those looking to soak up some wonderful nature and geography. Given our location
in the town centre, we anticipate that when these people come up to visit Scotland to
enjoy the wonderful nature, they would like to go out to a nice luxurious bar like Chic
in the evening, given the sophisticated nature of our bar, we think it will be an
addition to their wonderful experience in Scotland.
Since we expect to bring in young artists to sing or show off their expertise, we
expect their family members and supporters to also be our customers when they
come to watch them showing off their talent and giving them a free platform is also
expected to attract promoters who thing them could help them realise their potential
who can also be our customers.
3.3 Competition
Competitor Key Strengths Key Weaknesses
Competitor A
Elliot’s Prestwick
 Free Parking
 Well established
venue
 Tasteful décor and
interior
 Outside Terrace
 Small venue
 No function suite available
 Overpriced
Competitor B
Horizon Hotel Ayr
 All Inclusive
Package included
within price
 Paranormic views
 Free parking
 Small Venue
 Dated
 Restricted opening hours
Competitor C
Kylestrome Hotel Ayr
 Ayr town center
 Function suite
available
 High rating on Trip
advisor
 Set menu
 Lack of differentiation
 Standard layout
 No parking available
Conclusions
In terms of competition, Chic’s main competitors within Ayr/ Prestwick will be Elliots, The
Horizon Hotel and The Kylestrome Hotel. All of these listed venues act as a threat to Chic for
different reasons. Elliots is one of the main competitors due to being a mere 2.2 miles apart.
In addition, Elliots is well known for its modern interior compared to what existing bar and
venues in Prestwick & Ayr offer. However, Chic will provide a better service within a larger
venue and more luxurious surrounds. Unlike Elliots, Chic will offer a function suite available
to hire for various events. The Horizon Hotel is another potential competitor. In terms of
strengths, The Horizon Hotel offer a function suite which is highly rated by previous
customers. In addition, this hotel offers an all-inclusive package which is appealing to
customers due to minimal organising on their behalf. In contrast, Chic aim to outweigh this
competitor by offering modern and luxurious surroundings with flexibility on offer to suit their
consumers need down to the very last detail. The Kylestrome Hotel in Ayr offers similar
services to Chic, they benefit from a large function suite in the town center. To conclude,
Chic will deliver an outstanding service in unique surroundings with additional extras to excel
their competitors.
3.4 Marketing Strategy
Channel Method Timing Cost
Direct Online advertising using social
media
Flyers (1000)
Banners (2x15x5FT) Front of
building
Instant
24 Hours
3-5 days
Any
budget/duration
£15/1000
£250
Indirect Social Media – sending friend
requests to target/potential market.
Generates max exposure
Instant Free
Networking Use subjects from above- Interact
with market/clients. Provide with
regular temptations and update to
hold interest.
‘WhatsOnAyrshire’ create contacts
for regular advertising
Join Events Scotland Conferences
Instant
Ongoing
1 Day
Minimal
Free
£125/pp
To initially establish Chic and make our consumers aware of our opening we will
launch a direct advertising campaign comprising mainly of flyers and banners. We
will order one thousand flyers and distribute these amongst local businesses and
attractions where we might attract our desired clientele. We will also have two
billboard banners designed and printed for the front of the venue. These will be
approximately 15x5 Ft and will serve as a long term advertisement on the existing bill
boards on the buildings front tower.
Our Indirect marketing and Networking strategies will work alongside one another
using our online social media presence to draw in new custom. Through creating a
business Facebook and Twitter account, we can interact with our local potential
customers, sending them regular tempting offers and advertising our regular event
and promotional evenings.
Events will run throughout the week which should help combat the quieter spells
through Monday to Thursday evenings. Due to the large student population in Ayr,
we plan to host a weekly ‘Student Night’ where we will offer certain products at a
discounted price. A weekly ‘Jazz Evening’ will also be hosted where customers can
enjoy promotional cocktail menus along with their favourite Jazz music in our inviting
and relaxing lounge.
In order to pull in clients from other venues we plan to host live music nights every
Friday. This decision was made due to 119/149 people agreeing they enjoy live
music within a bar (See Appendix 8). This venture coincides with the objectives of
the ‘Ayrshire Regeneration Project’ to work as one in order to create opportunities
and so the entertainment will be provided by local Ayrshire talent.
Section 4 – The Money
4.1 Pricing and Costing
a) Average Selling Price of the Product 48.00£
b) Direct Costs of Producing the Product Materials 14.20£
Labour -£
Packaging -£
Delivery -£
Other -£
Total 14.20£
c) Gross Profit Margin per Item 33.80£
d) Gross Profit Percentage 70%
e) Direct Cost Percentage 30%
4.2 Sales Forecast
We plan to open Chic in October due
to higher demand for venue hire
during the festive period. We expect
to take bookings for staff work nights
out and for the bar lounge to be
busier not only at the weekend but
through the week. This is reflected in
the estimated monthly sales with
November December in comparison
to other months.
4.3 Running Costs Monthly
Item Cost Notes
Rent and Rates 1,687.00£
Heating and Lighting 800.00£
Wages & National Insurance 6,364.00£
Loan (interest and capital) 9,667.00£
All Insurance 200.00£
Motor and Travel Costs -£
Travel Expenses -£
Postage & Stationery 25.00£
Print Stationery -£
Professional Fees -£
Repairs and Maintenance -£ No budget yet set for maintenance
Telephone and Internet 48.00£
Advertising and Promotion 50.00£
Sundries 40.00£
Owners' Drawings -£ None in the first year
Bank Charges 100.00£
Total 18,981.00£
We have based heating and lighting costs on buildings of a similar square footage.
This figure may not be exactly accurate, due to the older build style of the building
lower quality insulation may be in place which may lead to more expensive running
costs. We have used a figure from the higher end of the scale in order to
accommodate for this possibility. We have not yet set a maintenance budget as we
hope with the quality of the fixtures and furnishings we plan to use will be durable for
the intended purpose. Both Postage/Stationary and Sundry budgets have again
been based on the worst case scenario, we do however hope to cut these estimated
costs and keep them to a minimum.
4.4 Startup Costs and Funding Package
Start Up Costs Cost Notes
Equipment 20,000£
Computer Software
Computer Hardware 1,000£
Promotional Material 390£
Furniture 80,000£
Opening Stock 3,320£
Website Fees -£
Rent Deposit 1,687£
Vehicle Purchase -£
Premises Refurbishment Costs 425,000£ (See Appendix 9)
Legal Fees 10,000£
Company Formation Costs -£
Other Costs 123£ Telephone and Internet Connection Fee
Other Costs 200£ Insurance
Other Costs 40£ Sundries
Total Start Up Costs 541,760£
Funding Package
Owners Investment - Assets -£
Owners Investment - Cash 25,000£
Grant Funding -£
Prince's Trust Loan -£
Other Loan Funding 580,000£
Other Funding -£
Total Funding 605,000£
In order to price our refurbishment costs we contacted a local builder’s merchant to
obtain a realistic estimate. (See Appendix 9) We communicated images of the look
we were aiming to achieve to an existing personal contact at MGM Timber. She
collaborated with some of her clients, showing them photographs of the current state
of the building and the look we were aiming to achieve in order to come up with a
realistic quote for the renovation costs. An estimated timescale for a project of this
size would be somewhere in the region of 3 months depending on the structural
integrity of the building.
Appendix 1
CHIC COCKTAILS
French Martini – £6.50
Stolichnaya Vodka, Chambord, pineapple juice shaken and served in
a martini glass.
Bramble - £6.50
Tanqueray Gin and lemon juice served over crushed ice and laced with
crème de mure.
Thistle Dew - £8.00
Hendricks gin, St.Germain elderflower liquer, muddled cucumber and
lemon juice. Served over ice and garnished with cucumber.
Espresso Martini - £8.50
Grey Goose Vodka, Tia Maria, Grand Milano Espresso, sugar syrup,
shaken hard over ice and garnished with grand Milano coffee beans.
CONTEMPORARY
Eton Mess - £6.50
Amaretto Disaronno, Malibu, fresh cream, pineapple juice, muddled
strawberries and raspberries. Shaken and served over ice, garnished
with fresh strawberries.
Baileys Orange Bliss - £7.50
Baileys and Grand Marnier, Shaken and served over ice, garnished
with a flamed orange zest.
Brandy Bon Bon - £8.00
Hennessy V.S, butterscotch schnapps and fresh lemon juice. Shaken
and served on ice and garnished with a twist of lemon.
COCKTAILS WITH A SPARKLE
French 75 - £8.50
Gin shaken with fresh lemon juice topped with bubbles
Kir Royale - £8.50
Bubbles and Crème de Cassis blackcurrant liquer
Mango Bellini - £8.50
Fresh mango puree topped with bubbles
Appendix 2
GRACE ROSSI
4 Victoria Mill
14 York Street Ayr
Tel: 07710521719
Email: grace.rossi@hotmail.co.uk
PROFILE
I am an honest, hard working individual who works well as part of a team and also using my
own initiative. I am a good time keeper and can meet deadlines efficiently. I can adapt to any
environment and would like to use my skills to contribute positively to any work situation.
WORK HISTORY
Dec 2012 Sales Assistant
to New Look
Present Ayr
In this role I am responsible for:
 Cash handling
 Store Card Motivator
 Merchandising stock
 End of night administration duties
 Providing a high level of customer service to customers
Apr 2012 Sales Assistant
to Dorothy Perkins
Sept 2012 Clacton-on-Sea
In this role I was responsible for:
 Cash handling
 Opening and closing the store
 Merchandising stock
 Administration
Sept 2011 Sales Assistant
to Primark
April 2012 Ayr
In this role I was responsible for:
 Cash handling
 Merchandising stock
 The operating of Customer Service help desk
 Providing a high level of customer service
EDUCATION
Sept 2015 University West of Scotland
to Ayr
Present BA Business
Aug 2013 Ayrshire College
To Ayr
May 2015 HNC/HND Business
 HNC Business- A
 HND Business –B
Aug 2006 Queen Margaret Academy
to Ayr
Jan 2012 Higher/ Standard Grade
 Higher English – C
 Higher Physical Education – B
 Intermediate 2 Admin – B
 Intermediate 2 Mathematics – B
 Standard Grade English – 1
 Standard Grade Admin – 2
 Standard Grade Art and Design – 2
 Standard Grade History – 2
 Standard Grade Physical Education – 2
 Standard Grade French – 2
 Standard Grade Mathematics – 3
REFERENCES
Lorraine Money Christine Gentleman
(New Look Store Manager) (Ayrshire College Lecturer)
The Kyle Centre Dam Park
High Street Ayr Ayr
KA7 1QT KA8 0EU
01292 272130 01292 293529
Appendix 3
Bryce Dunlop
44 Falkland Park Road
KA8 8LL
Ayr
078123 61613
Bryce-eee@hotmail.co.uk
Personal Profile:
A motivated and goal-orientated individual with excellent communication skills. Attentive and
conscientious when dealing with customers and always strives to deliver the best customer
experience. Quickly builds good working relationships. Competent with a high level of drive
and self-discipline. Good organisational skills with the ability to delegate. Always willing to
take on new challenges to reach goals.
Key Skills and Attributes
Retail - Hospitality Experience  Customer Service
o Sales Floor
o Stock Flow
o Register Sales
o Make to Order
 Bar work
o Busy high street bar
o Hotel lobby bar
 Restaurant Work
Computing experience  Repairing computers and laptops
 Level 6 attained in Microsoft Personal
Productivity applications:
o Word
o Excel
o Access
 Experienced with full Adobe Suite
o Creation of web pages
o Image creation and manipulation
o Design and animation
Miscellaneous  Full clean UK driving license
 Quickly adapt to new environments
 Happy with both team and individual work
Education
Ayr College Ayr 2012 – Present
o HND Business
Management - A
o HNC Business
Management - A
o NC Media Computing
Prestwick Academy Prestwick 2005 - 2010
o Higher - C o Intermediate 2 - C o Standard Grades - 7
Work Experience
Sales Associate at TK Maxx: September 2014- Present
Busy customer service based environment, working in all areas i.e. on cash registers and
the sales floor, working behind the scenes flowing stock and deliveries.
Crew Member at McDonalds: August 2010– August 2014
Customer service including cash handling and serving food and drinks to high standards.
Also involves cooking food to order, unloading of deliveries, stock rotation and keeping all
areas clean and tidy.
F&B Team at Premier Inn: June 2012 – August 2012
Experience in ala carte dinner service; working behind the bar and cash handling. Offering
high quality customer service and creating a friendly welcoming environment for guests.
Warehouse Assistant at MGM Timber: Jan 2010 – August 2010
Responsible for assisting and helping customers with ‘Self Collection’ orders
and making up of outgoing orders for delivery.
Also cleaning and keeping the warehouse and timber yard tidy.
General Assistant at Ayr Pavilion: May 2009 – March 2010
Main responsibilities included waiting on tables, working in the kitchen preparing food and
general cleaning, experience of working with tills and serving customers at reception.
Paper Boy/Shop Assistant at Toll Mini Mart: April 2006 – May 2009
Main responsibilities included sorting and making up of orders and door to door deliveries.
Extra responsibilities exclusive to me consisted of helping open the shop in the morning,
taking in the daily deliveries and stocking up.
Hobbies and Interests
Gym member at Bannatyne’s
New and upcoming technology
Art and Design
Appendix4
Irene Nanungi
• •
• • 107 St.leonards road, Ayr | 07482002390 | kayalerene@yahoo.com
• Summary
• •
• • I am a business management student in my third year and loving my
course. I have worked in the care industry until I managed to go to college
where I acquired a lot of interpersonal skills as I worked with people of all
different back grounds.
• I am very hard working, enthusiastic, quick learner, good time manager
and very determined with a can do attitude.
• Computer SkillS
• •
• • I am very computer literate and also hold an HNC in IT in business.
•
• I have very strong management and leadership skills.
• Experience
• •
• 28/02/2011 • Support worker, Premier Home care
• In this job I worked as a community support worker after high school
and helped me to learn how to work with different people.
• Education
• •
• 30/06/2015 • HND Certificate, Ayrshire college, Ayr campus
Appendix5
Darin Chanlueang
6a Monkton Road
Prestwick
KA9 1AR
Mobile: 07570783563
Email noi_mcmillan@ymail.com
Personal Profiles
I have currently left college and continuing studying Business Degree, I have started
employability Mentoring Program with UWS.I have many interest in Design and now am
currently Designing for F.Hind/ based on High Street by Design categories which has been
sold throughout 116 stores England, whales and nationwide throughout online such as
Amazon, F.Hind,ebay and www.whatcaniwear.co.uk/ and link network with Jewellery
association with International Jewellery London.
Strengths
 Hardworking
 Reliable
 Honest and trustworthy
 Organised
Work Experience /Volunteer
Active Schools Co-coordinator, South Ayrshire Council May 2011
Completed food hygiene certificate 2010
BSC entry level award in workplace Hazard Awareness (entry 3) 2011
Participated V-school Link training 2010
Volunteering Contribution V-school Link project 2011
Education
Qualification Grade
Business Bachelor Degree (BA) (awaiting)
Administration of Medicine SVQF level 4 (awaiting)
Business HND C
Business HNC B
Art and Design Advance Higher C
Business Management Higher A
Art and Design Higher B
Product Design Higher C
Hospitality: Practical
Cookery
Int 2 A
Art and Design Int 2 A
Business Management Int 2 B
Math Int 2 B
Science Standard Grade 1
Home Economic Standard Grade 2
History Int 1 A
English Int 1 C
Interests/Hobbies and achievement
Sport, Art and Design/ Drawing and painting.
References
Name: Bernadette Miller
Organisation: Ayrshire College/ Education Sector
Position: Business Management Lecture
Address: Ayr Campus
Ayrshire College
Dam Park
Ayr
KA8 OEU
Tel No/E-mail:b.miller@south-ayrshire.ac.uk
Appendix6
Amanda Howie
37 Wallace Road
Irvine
AYRSHIRE
KA12 0UH
Mob: 07870885974
Email: amanda.howie@btinternet.com
PERSONAL PROFILE
 Highly motivated,hardworking,reliable,punctual and willing to learn new skills
 High level of computer literacy
 Excellent organisational skills and problem solving skills,quick to gather and understand facts and work
through solutions in a logical manner,providing appropriate and practical solutions
 Ability to work on own or as a part of a team.I have a proactive and energetic approach which in turn
helps me work with different personalitytypes. Flexible and adaptable which enables easyintegration
into new environments.
EDUCATION AND QUALIFICATIONS
Sept 2015 - present UWS -PaisleyUniversity
Business (year 3)
Aug 2013 - July 2015 Ayrshire College
HNC/HND Office Administration and Information Technology
Aug 2006 - Jun 2009 Kilmarnock college
SCQ Level 3 Hairdressing
Aug 2001 - Jun 2002 James Watt college
NC Office Administration
EMPLOYMENT
William Hill November 2014 - Present
Customer Service Advisor - Ardrossan
I currently work for William Hill the Ardrossan shop. My job role is to provide excellent customer service from the
momentthe customer enters the shop until they leave. To offer the customer the services available within the
shop,such as,gaming,betting & promotions thatare available that day/week. I am currently a grade 2 which
allows me the responsibilityof closing the shop & single manning. My responsibilities are to - place bets,
translate,cash handling,customer enquiries,phone calls & key handling for shop close.
HealthyFrewtz February 2014 - June 2014
Customer service advisor/Administrator Irvine
I volunteered my time while at college to help me gain experience in customer service.I helped a business
HealthyFrewtz by dealing with customer enquiries on their behalfusing a Facebook business page theyhas set
up, over the phone or by email.Other duties included placing orders via their on-line website for customers and
promoting the business/products byworking at events and us ing social networking sites.
 Helping with customer enquires
 Placing orders via on-line website
 Promoting company/products
 High level of customer service at all times.
Gentech 2011/2012
Shop floor Technician Girvan,
 Shop floor technician soldering computer components
 Worked as part as a team and on my own intuitive
 Work always completed to a high standard.
Eclipse 2009/2010
Hairdresser Girvan
 Key holder Opening and closing the salon
 Cutting gents and ladies hair
 Excellent customer service atall times
 Meeting and greeting customers
PERSONAL DETAILS
 Driving License, Full, clean UK License
REFRENCES
Available on request
Appendix7
Appendix8
Appendix9
NOVEMBER 20, 2015
MR Bryce Dunlop
44 FalklandParkRoad,Ayr,KA8 8LL
Dear Mr. Dunlop,
I am writingtoyou withregardsto yourrecentenquiryconcerningthe refurbishmentof 55-59 Main
Street,Ayr.
I have conferredwithmysuppliersandhave drawnyouup a rough quote of £425,000 for the work
inquestion.Thisquotationincludesthe exteriorrefurbishmentof the buildingincludingexcluding
any workrequiredof the roof.Internallythisextendstothe refurbishmentof the groundflooronly
incompliance withthe givenfloorplansexcludingthe costof anyfixturesandfittingsi.e.Lighting
and decorative.These optionsare howeverofferedbyMGMTimberandfurtherdetailscanbe
exploredeitherin-store oronourwebsite.
Please don’thesitatetocontactme shouldyourequire anyfurtherinformation.Thankyouforusing
MGM Timber.
Kind regards,
Karen Telford
BRANCH MANAGER
MGM Timber
Shawfarm Road, Prestwick
Tel: 01292 471147
Fax: 01292 476849
Email: Karen.telford@gmgtimber.com
Web: MGMTimber.co.uk

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Enterprise Creation Project - Chic

  • 2. About the Business Business Name: Chic Bar Business Structure*: Limited Company Owners’ Names: Amanda Howie, Bryce Dunlop, Grace Rossi, Irene Nanungi, Noi Mcmillan/Darin Chanleung Business Address: 55-59 Main street Ayr KA88BU Business Telephone: 01292 290404
  • 3. Contents Section 1: Introduction 1.1 Business Plan Summary 1.2 Business Objectives 1.3 Business Description 1.4 Business Operations Section 2: The People 2.1 Key People 2.2 Training Needs Analysis 2.3 Company Structure Section 3: Marketing Plan 3.1 Market Research 3.2 Customers 3.3 Competition 3.4 Marketing strategy Section 4: The Money 4.1 Costing and Pricing 4.2 Sales Forecast 4.3 Running Costs 4.4 Start Up Costs and Funding Package Section 5: Appendices 5.1 Appendix 1 5.2 Appendix 2 5.3 Appendix 3 5.4 Appendix 4 5.5 Appendix 5 5.6 Appendix 6 5.7 Appendix 7 5.8 Appendix 8 5.9 Appendix 9
  • 4. Section 1 – Introduction 1.1 Business Plan Executive Summary Chic will be a new bar and function suite located on the Main Street in Ayr. The venue will be based in the former “Babylon” nightclub, however we intend to fully refurbish the contents of the building to our own unique style. Chic will deliver customers a higher quality service than current competitors offer. In addition, Chic will offer a luxurious function suite which will be available to hire on Fridays and Saturdays. One of the unique selling points of the function suite located within the building is that it is completely adaptable to suit various events such as birthdays, wedding receptions and charity nights. Although the customer can alter the suite to suit their individual needs, our aim is to provide our customers with deluxe and sensuous surroundings that will require minimal effort to ensure their special event is one to remember. Our well trained staff will take care of customer needs with meticulous attention to every detail. By opening this new venue, we aim to contribute to the Ayr Regeneration Project launched to boost Ayr town trade. This project aims to support food producers, artists, manufacturers and other business in Ayrshire in a way that unites and benefits the community due to the closure of several businesses located in Ayr. Due to a new law which has come into force in Scotland making the drink drive legal limit lower than elsewhere in the UK, Independent UK has stated it has negatively impacted on bars and clubs around the country due to people feeling more cautious and reluctant to drink in venues other than their own home. However, in order to avoid this Chic Bar will offer customers additional refreshments other than alcohol so that consumers can still relax and socialise with their friends in luxurious surroundings without missing out. To boost sales during the week we plan to host themed nights varying from quiz nights, live music and student promotion nights. As the venue already benefits from a stage area, we plan to use this addition to our advantage and offer live music nights. In terms of performers, we hope to attract local artists within Ayrshire to perform at our venue. By offering entertainment as such as live music, we hope to attract a larger pool of potential customers. Chosen Premises After careful consideration we decided upon the old Orient Cinema/Babylon Nightclub on Ayr Main Street. The building was designed by Albert Gardiner and opened in 1932 as The Orient Cinema. The exterior of the building is in-keeping with the style we aim to create and the interior extends to 10’000 square feet which was ideal for our purpose. The premises sits in a prime location on the main route into Ayr which should encourage passing trade, it also benefits from a large carpark to the rear which will be attractive to our customers. We drew inspiration for Chic through looking at various successful venues on offer in Glasgow and the surrounding area. This enabled us to visualize what we could do with the space on offer and what it would look like in the future. Once we had decided upon our premises ideas started to generate quickly and our group became very passionate about the project.
  • 5. 1.2 Business Objectives Pre-Start  Secure Finance on premises  Refurbishment commences- contractor’s in  Refurbishment complete- contractors out- 3 months’ turnaround  Advertising and promotion ongoing over 3-month refurbishment period  Recruitment over 3-month period – g4S Security enlisted  Gain personal licenses Short Term (0-12 months)  Open 7 days a week – busiest period expected to be Friday- Saturday  Networking with local businesses  Offer promotions to boost sales and maximize revenue  Create and set up website Medium Term (12-36 months)  Expand offering i.e. food services  Refurbish Mezzanine floor “VIP Lounge”  Set up online booking option Long Term (36 months onwards)  Investigate the viability of replicating Chic in Prestwick i.e. through acquiring “The Broadway” theatre  Expand staff and extend opening hours in Chic  Invest in company car
  • 6. 1.3 Business Description Chic Bar is a bar and function suite which is located in Ayr town. Trading will start the month of October due to a high volume of festive parties, however we will use three months prior to opening the venue for advertising and taking bookings. The business will operate daily with the bar being open 7 days a week, we will have promotions on throughout the week to bring in additional business & boost sales, this will range from quiz nights to student nights. The bar will have a wide variety of beverages available, including cocktails (See Appendix 1). In addition to the bar we will have a function suite hire this will be available at the weekends (Friday-Sunday), the function suite will be hired out at a set price which will include a DJ, if not needed we will negotiate on the price (dependant on the customers needs). We will be offering a vintage/boutique style business. This will be out the way from all main clubs/bars in Ayr but by creating a sophisticated vibe we hope to attract people and make them want to stay and not venture into the next town, a place people can come and enjoy their night, relaxing with friends and not want to leave by catering to the older and younger generation. The function suite will generate business whilst holding parties ranging from birthdays, anniversaries, tribute nights & charity nights. The function suite will be luxurious and a place where everyone will want to spend their party nights. We will be providing the venue and DJ and the customers can bring in their own additional extras. We will however promote other companies locally in relation to balloons, catering services and decorating services. This will help boost local economy and in turn these companies will also recommend our business to help create additional business. 1.4 Business Operations Chic will be open seven days a week, however the bar and function suite operating times will vary. During Sunday – Thursday the bar will be open from 5pm-12am and Friday – Saturday the bar will be open from 5pm-1am as we expect weekends to be busier. In relation to the function suite, it will be available to hire on Friday and Saturday every week however we do aim to add additional days when there is higher demand i.e. festive period. The function suite operating times are slightly different from the bar, it will operate both nights from 7pm-1am. In terms of staffing during the week, we will have four members of staff running the bar. The bar manager, Grace, will be responsible for the smooth running of Chic bar by delegating tasks and also serving customers. Noi and Irene will carry out all duties behind the bar to ensure a pleasurable experience for our customers. As the function suite isn’t open during Sunday-Thursday Amanda will also work behind the bar within this period. We will require doormen at weekends to assist with the safety of our customers and employees. As Bryce is the business development manager, he will oversee any marketing, HR and finance duties during the week as this will make him available to help with the running of Chic in terms of bar/function suite at weekends due to expected busier trade. In the long term, we aim to expand our team of employees to help with the running of the business and provide additional service i.e. food and VIP Lounge.
  • 7. 2.1 Key People (See Appendix 2,3,4,5,6) Bar Manager – Grace will be the manager of the bar as she has previous experience working in bars/clubs. She also works in New Look which has given her customer service experience. Within the store she has daily briefs with her team, learning the previous day’s sales/figures. In addition, Grace has been allocated the role of “Store Card Motivator” in her workplace, this requires her to manage her peer colleagues and support them in achieving store card targets – she can use these skills to contribute to Chic. Floor Manager – Amanda will take on the role of Floor Manager. Duties in this position will include the smooth running of the function suite and bar, delegating tasks, filling in for absent employees and ensuring customers have a pleasant experience in the venue. She will be able to carry out this position effectively as she has experience of dealing with the general public and ensuring things are done efficiently. Amanda currently opens and closes her store and is trained up to a managerial level. Business Development Manager – Bryce is the Business Development Manager as he is well suited to the role due to the vast amount of contacts he already has and the communication skills he acquires. He has a sound knowledge of how effective organisations operate and what it takes to create opportunities for the business to grow. In addition, Bryce will also deal with the financial aspects of the business in terms of company accounts and payroll. He works in TK Maxx, which gives him experience in dealing with the public and also reaching targets within the store. Bar Staff- Irene has previous experience working within the events industry in Ayr. She worked for the Racecourse in Ayr for one year during their peak times dealing with customers, serving food/ beverages and carrying out the role of being the organisation’s photographer. This shows Irene is able to work under pressure and adapt to any work environment. In relation to Chic, Irene will take on the role of being an important member of bar staff for the organisation. Bar Staff- Noi has completed her Intermediate 2 Hospitality qualification during secondary school. Also, in the past she has had experience working in restaurants. This shows she has a sound understanding of what is core to customer service which will be an advantage to Chic Bar as she can offer our customers a very high standard of service. In addition, Noi has a background of designing jewellery for various companies which she is highly passionate about, this shows she has high attention to detail through product design. During peak trade times we intend to hire additional support staff to cope with the high volumes of custom. Doormen - We will require doormen at the weekend to assist with the safety for the staff and our customers, to ensure the bar runs smoothly and there are no incidents that cannot be controlled. They will be brought in at weekends from a security agency.
  • 8. 2.2 Training Needs Analysis In order to ensure our staff, have the necessary skills to enable the smooth running of Chic, a training needs analysis has been carried out below. This will identify the current skillsets of each member of our team and any areas that will need to be improved upon before the launch night. Bryce Dunlop Bryce will take on the position of the ‘Business Development Manager’. The main duties under this position will include marketing, market research for continual development, attending events such as ‘Events Scotland’ to keep up to date with current and future trends and events going on within Scotland. This position will also cover finances, management of business accounts and all HR practices. Currently Bryce works as a Sales Associate in TK Maxx and has a long history in customer service, retail and hospitality industries. His background knowledge in this area will assist him when carrying out market research and planning events. Bryce also has qualifications in Business Management and Digital Media Production. These will provide a sound foundation on which to draw upon for tasks associated with the Business Development position. In order to carry out all duties of the position, Bryce will need to gain some knowledge and experience of payroll systems such as Sage. Amanda Howie Amanda will take on the position of ‘Floor Manager’. The main duties under this positon will include overseeing and coordinating staff working in the function suite during events and dealing with any customer issues that may arise within the function suite. Amanda will also oversee all event details from booking through to completion which will involve client liaison, diary management, deposit and final payment responsibilities. Currently Amanda works with William Hill which provides her with a strong base in customer service. This will be invaluable for her to draw upon within her role in Chic as she will primarily be dealing with clients in a customer faced environment. Amanda also has qualifications in business management and this will give her a sound knowledge to draw on when dealing with managerial and team management situations. As of yet Amanda does not have any practical management experience but she hopes to gain some experience in a managerial role through volunteering with her current employer. Noi McMillan Noi will primarily be working on the bar and on the function suite floor. Noi has qualifications in business management and product design which shows she has high attention to detail. In the past Noi has had experience in hospitality through working in restaurants but has no bar experience. In order to resolve this Noi will gain some experience through working in local bars between now and the opening of Chic. She will also receive cocktail training in order to deliver high quality cocktails from our menus.
  • 9. Irene Nanungi Irene will be working alongside Noi on the bar and function suite floor. Irene has qualifications in business management and currently runs her own business from home. In the past Irene has worked in four star restaurants and bars such as ‘Western House’ at Ayr Racecourse. Previous work experience will position Irene as a key member of our bar staff with plenty of knowledge in the industry to draw upon. In order to fully set up Irene for this position she will also receive cocktail training alongside Noi. This will ensure our team is fully trained and practiced when it comes to making up beverages for our customers. Grace Rossi Grace will assume the role of ‘Bar Manager’ which will involve overseeing all staff on the bar and dealing with any customer issues within the bar/lounge area. Grace will also be responsible for producing bar staff schedules and ensuring the efficiency of her team. Grace currently works with New Look and has a long history in retail hospitality including working in bars and clubs both local and abroad. This will give her a strong knowledge to base any operational decisions on during the day to day running of the bar lounge. Grace also has qualifications in business management which will assist her in leading her team. In order for Grace to take on this position she will take a course at a local college to gain a personal license prior to the launch night. This will make Grace solely responsible for all alcohol sales and/or issues on the premises as she will be the premises license holder. As it stands our staff have a wide variety of skill sets which has been a major factor of consideration when building our company structure. Each member of the team will bring a unique skillset which will contribute to the smooth and efficient running of our business operations. Although some skillsets are currently missing we intend to fill in the gaps during the pre-start stage of our business development in order to have a highly skilled and practiced team for our launch night.
  • 10. 2.3 Company Structure The above company structure shows the positions chosen for each member of the team: Bar Manager, Floor Manager, Business Development Manager and Bar Staff. When allocating roles we have factored in each individuals skillsets and past experience. For the first year of business this structure will be in place although we do plan to take on additional staff during peak trade periods. Mid to long-term we do plan to hire additional part time staff to cope with increasing trade and additional services we plan to offer i.e. The VIP lounge and food services. The addition of a kitchen may be a mid-term objective depending on the success of our first year of trade, many of our main competitors already offer food services and this would be a primary priority when expanding the business becomes a possibility. This would result in a new department within our structure with the addition of a kitchen manager and kitchen team. With the increase in work load we would also be looking at taking on additional lounge/restaurant staff.
  • 11. Section 3 – Marketing Plan 3.1 Market Research Prior to the start, we carried out a lot of research with local business owners of similar premises to give us a better insight to the industry. By doing this, it enabled us to have a clear and precise idea of what we planned to offer our customers in terms of style, service and experience. The analysis of existing venues and premises in Ayr and Prestwick identified a gap in the market therefore we took this opportunity to provide an adaptable venue to the local area. Primary research was conducted through Survey Monkey to identify the levels of public interest in our potential business plan. Through our primary research we discovered that a bar and lounge would be a very desirable venue and attraction for the people of Ayrshire. From conducting a short survey at the start of our research, 44/44 people agreed that they are dissatisfied with the nightlife offered in Ayr. In addition, another survey was carried out through "Kwik Survey." This identified that 119/149 responses enjoyed live music/entertainment when at a bar/nightclub. From this research it gave us the motive to offer this additional extra on our "theme nights." In order to help local trade, we aim to bring in local artists who can perform their expertise on our stage area in Chic (See Appendix 7). Our group is made up of a mixture of ages ranging from 20-30 and so we felt we had a broad outlook on what Ayr had to offer to different ages. Through this we identified a lack of desirable venues available for hire. From this we researched into potential competitors for our function suite and the information gathered highlighted the wide range of services currently on offer. In order to be successful, we knew we had to tailor our service to each individual client and create a more dynamic and flexible venue. 3.2 Customers In terms of age range, we expect to attract 18 year olds to 25 year olds during promotional nights for students. In addition we expect other age range groups in the bar, the 18 to 25 age range is most likely to be the most dominant category. On weekends, we expect to attract a wider range which we expect to vary from 18 to 35 in the bar alone but we expect a mixture in the function suite depending on who is holding a function. For example, if it’s a business holding a meeting, we would expect our customers to range from 18 to 65. When holding birthday parties for example an 18 year old, the customers are most likely to be between18 to 25. Given the luxurious nature and style of Chic, we expect to bring in tourists who come to Ayr especially in the summer months to visit the Robert Burns tourist attraction, Ayr beach also attracts a lot of people from Glasgow during the summer who are also most likely to be attracted by Chic bar’s style and atmosphere. On top of that, Ayr also holds Air show which attracts a reasonable number of customers that Chic can rely on. According to the Daily Mail, the last Scottish show in September attracted 120,000 people. Due to Chic’s convenient location Chic could expect to attract a lot of trade during and after this event. Ayr also has a Race course which attracts a lot of wealthy individuals whenever they have a race on, however the Race course closes at midnight and most of these
  • 12. people wonder off to bars, the presence of a stylish fashionable bar like Chic will attract a lot of them when they leave Ayr Racecourse. According to visit Scotland directory, Ayrshire & Arran is the perfect destination for those looking to soak up some wonderful nature and geography. Given our location in the town centre, we anticipate that when these people come up to visit Scotland to enjoy the wonderful nature, they would like to go out to a nice luxurious bar like Chic in the evening, given the sophisticated nature of our bar, we think it will be an addition to their wonderful experience in Scotland. Since we expect to bring in young artists to sing or show off their expertise, we expect their family members and supporters to also be our customers when they come to watch them showing off their talent and giving them a free platform is also expected to attract promoters who thing them could help them realise their potential who can also be our customers. 3.3 Competition Competitor Key Strengths Key Weaknesses Competitor A Elliot’s Prestwick  Free Parking  Well established venue  Tasteful décor and interior  Outside Terrace  Small venue  No function suite available  Overpriced Competitor B Horizon Hotel Ayr  All Inclusive Package included within price  Paranormic views  Free parking  Small Venue  Dated  Restricted opening hours Competitor C Kylestrome Hotel Ayr  Ayr town center  Function suite available  High rating on Trip advisor  Set menu  Lack of differentiation  Standard layout  No parking available Conclusions In terms of competition, Chic’s main competitors within Ayr/ Prestwick will be Elliots, The Horizon Hotel and The Kylestrome Hotel. All of these listed venues act as a threat to Chic for different reasons. Elliots is one of the main competitors due to being a mere 2.2 miles apart. In addition, Elliots is well known for its modern interior compared to what existing bar and venues in Prestwick & Ayr offer. However, Chic will provide a better service within a larger venue and more luxurious surrounds. Unlike Elliots, Chic will offer a function suite available to hire for various events. The Horizon Hotel is another potential competitor. In terms of strengths, The Horizon Hotel offer a function suite which is highly rated by previous customers. In addition, this hotel offers an all-inclusive package which is appealing to customers due to minimal organising on their behalf. In contrast, Chic aim to outweigh this competitor by offering modern and luxurious surroundings with flexibility on offer to suit their consumers need down to the very last detail. The Kylestrome Hotel in Ayr offers similar services to Chic, they benefit from a large function suite in the town center. To conclude, Chic will deliver an outstanding service in unique surroundings with additional extras to excel their competitors.
  • 13. 3.4 Marketing Strategy Channel Method Timing Cost Direct Online advertising using social media Flyers (1000) Banners (2x15x5FT) Front of building Instant 24 Hours 3-5 days Any budget/duration £15/1000 £250 Indirect Social Media – sending friend requests to target/potential market. Generates max exposure Instant Free Networking Use subjects from above- Interact with market/clients. Provide with regular temptations and update to hold interest. ‘WhatsOnAyrshire’ create contacts for regular advertising Join Events Scotland Conferences Instant Ongoing 1 Day Minimal Free £125/pp To initially establish Chic and make our consumers aware of our opening we will launch a direct advertising campaign comprising mainly of flyers and banners. We will order one thousand flyers and distribute these amongst local businesses and attractions where we might attract our desired clientele. We will also have two billboard banners designed and printed for the front of the venue. These will be approximately 15x5 Ft and will serve as a long term advertisement on the existing bill boards on the buildings front tower. Our Indirect marketing and Networking strategies will work alongside one another using our online social media presence to draw in new custom. Through creating a business Facebook and Twitter account, we can interact with our local potential customers, sending them regular tempting offers and advertising our regular event and promotional evenings. Events will run throughout the week which should help combat the quieter spells through Monday to Thursday evenings. Due to the large student population in Ayr, we plan to host a weekly ‘Student Night’ where we will offer certain products at a discounted price. A weekly ‘Jazz Evening’ will also be hosted where customers can enjoy promotional cocktail menus along with their favourite Jazz music in our inviting and relaxing lounge. In order to pull in clients from other venues we plan to host live music nights every Friday. This decision was made due to 119/149 people agreeing they enjoy live music within a bar (See Appendix 8). This venture coincides with the objectives of the ‘Ayrshire Regeneration Project’ to work as one in order to create opportunities and so the entertainment will be provided by local Ayrshire talent.
  • 14. Section 4 – The Money 4.1 Pricing and Costing a) Average Selling Price of the Product 48.00£ b) Direct Costs of Producing the Product Materials 14.20£ Labour -£ Packaging -£ Delivery -£ Other -£ Total 14.20£ c) Gross Profit Margin per Item 33.80£ d) Gross Profit Percentage 70% e) Direct Cost Percentage 30% 4.2 Sales Forecast We plan to open Chic in October due to higher demand for venue hire during the festive period. We expect to take bookings for staff work nights out and for the bar lounge to be busier not only at the weekend but through the week. This is reflected in the estimated monthly sales with November December in comparison to other months.
  • 15. 4.3 Running Costs Monthly Item Cost Notes Rent and Rates 1,687.00£ Heating and Lighting 800.00£ Wages & National Insurance 6,364.00£ Loan (interest and capital) 9,667.00£ All Insurance 200.00£ Motor and Travel Costs -£ Travel Expenses -£ Postage & Stationery 25.00£ Print Stationery -£ Professional Fees -£ Repairs and Maintenance -£ No budget yet set for maintenance Telephone and Internet 48.00£ Advertising and Promotion 50.00£ Sundries 40.00£ Owners' Drawings -£ None in the first year Bank Charges 100.00£ Total 18,981.00£ We have based heating and lighting costs on buildings of a similar square footage. This figure may not be exactly accurate, due to the older build style of the building lower quality insulation may be in place which may lead to more expensive running costs. We have used a figure from the higher end of the scale in order to accommodate for this possibility. We have not yet set a maintenance budget as we hope with the quality of the fixtures and furnishings we plan to use will be durable for the intended purpose. Both Postage/Stationary and Sundry budgets have again been based on the worst case scenario, we do however hope to cut these estimated costs and keep them to a minimum.
  • 16. 4.4 Startup Costs and Funding Package Start Up Costs Cost Notes Equipment 20,000£ Computer Software Computer Hardware 1,000£ Promotional Material 390£ Furniture 80,000£ Opening Stock 3,320£ Website Fees -£ Rent Deposit 1,687£ Vehicle Purchase -£ Premises Refurbishment Costs 425,000£ (See Appendix 9) Legal Fees 10,000£ Company Formation Costs -£ Other Costs 123£ Telephone and Internet Connection Fee Other Costs 200£ Insurance Other Costs 40£ Sundries Total Start Up Costs 541,760£ Funding Package Owners Investment - Assets -£ Owners Investment - Cash 25,000£ Grant Funding -£ Prince's Trust Loan -£ Other Loan Funding 580,000£ Other Funding -£ Total Funding 605,000£ In order to price our refurbishment costs we contacted a local builder’s merchant to obtain a realistic estimate. (See Appendix 9) We communicated images of the look we were aiming to achieve to an existing personal contact at MGM Timber. She collaborated with some of her clients, showing them photographs of the current state of the building and the look we were aiming to achieve in order to come up with a realistic quote for the renovation costs. An estimated timescale for a project of this size would be somewhere in the region of 3 months depending on the structural integrity of the building.
  • 17. Appendix 1 CHIC COCKTAILS French Martini – £6.50 Stolichnaya Vodka, Chambord, pineapple juice shaken and served in a martini glass. Bramble - £6.50 Tanqueray Gin and lemon juice served over crushed ice and laced with crème de mure. Thistle Dew - £8.00 Hendricks gin, St.Germain elderflower liquer, muddled cucumber and lemon juice. Served over ice and garnished with cucumber. Espresso Martini - £8.50 Grey Goose Vodka, Tia Maria, Grand Milano Espresso, sugar syrup, shaken hard over ice and garnished with grand Milano coffee beans. CONTEMPORARY Eton Mess - £6.50 Amaretto Disaronno, Malibu, fresh cream, pineapple juice, muddled strawberries and raspberries. Shaken and served over ice, garnished with fresh strawberries. Baileys Orange Bliss - £7.50 Baileys and Grand Marnier, Shaken and served over ice, garnished with a flamed orange zest. Brandy Bon Bon - £8.00 Hennessy V.S, butterscotch schnapps and fresh lemon juice. Shaken and served on ice and garnished with a twist of lemon. COCKTAILS WITH A SPARKLE French 75 - £8.50 Gin shaken with fresh lemon juice topped with bubbles Kir Royale - £8.50 Bubbles and Crème de Cassis blackcurrant liquer Mango Bellini - £8.50 Fresh mango puree topped with bubbles
  • 18. Appendix 2 GRACE ROSSI 4 Victoria Mill 14 York Street Ayr Tel: 07710521719 Email: grace.rossi@hotmail.co.uk PROFILE I am an honest, hard working individual who works well as part of a team and also using my own initiative. I am a good time keeper and can meet deadlines efficiently. I can adapt to any environment and would like to use my skills to contribute positively to any work situation. WORK HISTORY Dec 2012 Sales Assistant to New Look Present Ayr In this role I am responsible for:  Cash handling  Store Card Motivator  Merchandising stock  End of night administration duties  Providing a high level of customer service to customers Apr 2012 Sales Assistant to Dorothy Perkins Sept 2012 Clacton-on-Sea In this role I was responsible for:  Cash handling  Opening and closing the store  Merchandising stock  Administration Sept 2011 Sales Assistant to Primark April 2012 Ayr In this role I was responsible for:  Cash handling  Merchandising stock  The operating of Customer Service help desk  Providing a high level of customer service EDUCATION Sept 2015 University West of Scotland to Ayr Present BA Business Aug 2013 Ayrshire College To Ayr May 2015 HNC/HND Business  HNC Business- A  HND Business –B Aug 2006 Queen Margaret Academy to Ayr Jan 2012 Higher/ Standard Grade  Higher English – C  Higher Physical Education – B
  • 19.  Intermediate 2 Admin – B  Intermediate 2 Mathematics – B  Standard Grade English – 1  Standard Grade Admin – 2  Standard Grade Art and Design – 2  Standard Grade History – 2  Standard Grade Physical Education – 2  Standard Grade French – 2  Standard Grade Mathematics – 3 REFERENCES Lorraine Money Christine Gentleman (New Look Store Manager) (Ayrshire College Lecturer) The Kyle Centre Dam Park High Street Ayr Ayr KA7 1QT KA8 0EU 01292 272130 01292 293529
  • 20. Appendix 3 Bryce Dunlop 44 Falkland Park Road KA8 8LL Ayr 078123 61613 Bryce-eee@hotmail.co.uk Personal Profile: A motivated and goal-orientated individual with excellent communication skills. Attentive and conscientious when dealing with customers and always strives to deliver the best customer experience. Quickly builds good working relationships. Competent with a high level of drive and self-discipline. Good organisational skills with the ability to delegate. Always willing to take on new challenges to reach goals. Key Skills and Attributes Retail - Hospitality Experience  Customer Service o Sales Floor o Stock Flow o Register Sales o Make to Order  Bar work o Busy high street bar o Hotel lobby bar  Restaurant Work Computing experience  Repairing computers and laptops  Level 6 attained in Microsoft Personal Productivity applications: o Word o Excel o Access  Experienced with full Adobe Suite o Creation of web pages o Image creation and manipulation o Design and animation Miscellaneous  Full clean UK driving license  Quickly adapt to new environments  Happy with both team and individual work
  • 21. Education Ayr College Ayr 2012 – Present o HND Business Management - A o HNC Business Management - A o NC Media Computing Prestwick Academy Prestwick 2005 - 2010 o Higher - C o Intermediate 2 - C o Standard Grades - 7 Work Experience Sales Associate at TK Maxx: September 2014- Present Busy customer service based environment, working in all areas i.e. on cash registers and the sales floor, working behind the scenes flowing stock and deliveries. Crew Member at McDonalds: August 2010– August 2014 Customer service including cash handling and serving food and drinks to high standards. Also involves cooking food to order, unloading of deliveries, stock rotation and keeping all areas clean and tidy. F&B Team at Premier Inn: June 2012 – August 2012 Experience in ala carte dinner service; working behind the bar and cash handling. Offering high quality customer service and creating a friendly welcoming environment for guests. Warehouse Assistant at MGM Timber: Jan 2010 – August 2010 Responsible for assisting and helping customers with ‘Self Collection’ orders and making up of outgoing orders for delivery. Also cleaning and keeping the warehouse and timber yard tidy. General Assistant at Ayr Pavilion: May 2009 – March 2010 Main responsibilities included waiting on tables, working in the kitchen preparing food and general cleaning, experience of working with tills and serving customers at reception. Paper Boy/Shop Assistant at Toll Mini Mart: April 2006 – May 2009 Main responsibilities included sorting and making up of orders and door to door deliveries. Extra responsibilities exclusive to me consisted of helping open the shop in the morning, taking in the daily deliveries and stocking up. Hobbies and Interests Gym member at Bannatyne’s New and upcoming technology Art and Design
  • 22. Appendix4 Irene Nanungi • • • • 107 St.leonards road, Ayr | 07482002390 | kayalerene@yahoo.com • Summary • • • • I am a business management student in my third year and loving my course. I have worked in the care industry until I managed to go to college where I acquired a lot of interpersonal skills as I worked with people of all different back grounds. • I am very hard working, enthusiastic, quick learner, good time manager and very determined with a can do attitude. • Computer SkillS • • • • I am very computer literate and also hold an HNC in IT in business. • • I have very strong management and leadership skills. • Experience • • • 28/02/2011 • Support worker, Premier Home care • In this job I worked as a community support worker after high school and helped me to learn how to work with different people. • Education • • • 30/06/2015 • HND Certificate, Ayrshire college, Ayr campus
  • 23. Appendix5 Darin Chanlueang 6a Monkton Road Prestwick KA9 1AR Mobile: 07570783563 Email noi_mcmillan@ymail.com Personal Profiles I have currently left college and continuing studying Business Degree, I have started employability Mentoring Program with UWS.I have many interest in Design and now am currently Designing for F.Hind/ based on High Street by Design categories which has been sold throughout 116 stores England, whales and nationwide throughout online such as Amazon, F.Hind,ebay and www.whatcaniwear.co.uk/ and link network with Jewellery association with International Jewellery London. Strengths  Hardworking  Reliable  Honest and trustworthy  Organised Work Experience /Volunteer Active Schools Co-coordinator, South Ayrshire Council May 2011 Completed food hygiene certificate 2010 BSC entry level award in workplace Hazard Awareness (entry 3) 2011 Participated V-school Link training 2010 Volunteering Contribution V-school Link project 2011
  • 24. Education Qualification Grade Business Bachelor Degree (BA) (awaiting) Administration of Medicine SVQF level 4 (awaiting) Business HND C Business HNC B Art and Design Advance Higher C Business Management Higher A Art and Design Higher B Product Design Higher C Hospitality: Practical Cookery Int 2 A Art and Design Int 2 A Business Management Int 2 B Math Int 2 B Science Standard Grade 1 Home Economic Standard Grade 2 History Int 1 A English Int 1 C Interests/Hobbies and achievement Sport, Art and Design/ Drawing and painting. References Name: Bernadette Miller Organisation: Ayrshire College/ Education Sector Position: Business Management Lecture Address: Ayr Campus Ayrshire College Dam Park Ayr KA8 OEU Tel No/E-mail:b.miller@south-ayrshire.ac.uk
  • 25. Appendix6 Amanda Howie 37 Wallace Road Irvine AYRSHIRE KA12 0UH Mob: 07870885974 Email: amanda.howie@btinternet.com PERSONAL PROFILE  Highly motivated,hardworking,reliable,punctual and willing to learn new skills  High level of computer literacy  Excellent organisational skills and problem solving skills,quick to gather and understand facts and work through solutions in a logical manner,providing appropriate and practical solutions  Ability to work on own or as a part of a team.I have a proactive and energetic approach which in turn helps me work with different personalitytypes. Flexible and adaptable which enables easyintegration into new environments. EDUCATION AND QUALIFICATIONS Sept 2015 - present UWS -PaisleyUniversity Business (year 3) Aug 2013 - July 2015 Ayrshire College HNC/HND Office Administration and Information Technology Aug 2006 - Jun 2009 Kilmarnock college SCQ Level 3 Hairdressing Aug 2001 - Jun 2002 James Watt college NC Office Administration EMPLOYMENT William Hill November 2014 - Present Customer Service Advisor - Ardrossan I currently work for William Hill the Ardrossan shop. My job role is to provide excellent customer service from the momentthe customer enters the shop until they leave. To offer the customer the services available within the shop,such as,gaming,betting & promotions thatare available that day/week. I am currently a grade 2 which allows me the responsibilityof closing the shop & single manning. My responsibilities are to - place bets, translate,cash handling,customer enquiries,phone calls & key handling for shop close.
  • 26. HealthyFrewtz February 2014 - June 2014 Customer service advisor/Administrator Irvine I volunteered my time while at college to help me gain experience in customer service.I helped a business HealthyFrewtz by dealing with customer enquiries on their behalfusing a Facebook business page theyhas set up, over the phone or by email.Other duties included placing orders via their on-line website for customers and promoting the business/products byworking at events and us ing social networking sites.  Helping with customer enquires  Placing orders via on-line website  Promoting company/products  High level of customer service at all times. Gentech 2011/2012 Shop floor Technician Girvan,  Shop floor technician soldering computer components  Worked as part as a team and on my own intuitive  Work always completed to a high standard. Eclipse 2009/2010 Hairdresser Girvan  Key holder Opening and closing the salon  Cutting gents and ladies hair  Excellent customer service atall times  Meeting and greeting customers PERSONAL DETAILS  Driving License, Full, clean UK License REFRENCES Available on request
  • 29. Appendix9 NOVEMBER 20, 2015 MR Bryce Dunlop 44 FalklandParkRoad,Ayr,KA8 8LL Dear Mr. Dunlop, I am writingtoyou withregardsto yourrecentenquiryconcerningthe refurbishmentof 55-59 Main Street,Ayr. I have conferredwithmysuppliersandhave drawnyouup a rough quote of £425,000 for the work inquestion.Thisquotationincludesthe exteriorrefurbishmentof the buildingincludingexcluding any workrequiredof the roof.Internallythisextendstothe refurbishmentof the groundflooronly incompliance withthe givenfloorplansexcludingthe costof anyfixturesandfittingsi.e.Lighting and decorative.These optionsare howeverofferedbyMGMTimberandfurtherdetailscanbe exploredeitherin-store oronourwebsite. Please don’thesitatetocontactme shouldyourequire anyfurtherinformation.Thankyouforusing MGM Timber. Kind regards, Karen Telford BRANCH MANAGER MGM Timber Shawfarm Road, Prestwick Tel: 01292 471147 Fax: 01292 476849 Email: Karen.telford@gmgtimber.com Web: MGMTimber.co.uk