This document provides an elevator pitch for a proposed new restaurant called Restaurant Ltd. It includes information on the mission statement, core values, the restaurant industry market context, location, competitors, management and operations plans, marketing strategy, financial projections, sources of funding, and equity proposition. The restaurant aims to provide a complete dining experience using local and sustainable ingredients while preserving the environment. It requests £60,000 in equity to fund the inception and grand opening at a location in Oxford Street, Southampton.

1. Elevator Pitch Restaurant Ltd.

2. Board of Directors

3. ServiceMission StatementWe endeavour to provide all our customers with the complete dining experience, encapsulating the finest flavours, using quality local produce, whilst ensuring all our operations are geared towards preserving the planet.Core Values

4. The MarketUK restaurant industry currently worth £35bn (Key Note, 2009)Consumer TrendsLocationOxford Street, SouthamptonFigure 2Figure 1

5. CompetitorsIndirect CompetitorsDirect CompetitorsTable 1

6. CompetitionProduct Perceptual MapEDENDock Gate 4Olive TreePricePizza ExpressWhite Star TavernScooziKuti’sBrasseriePerformance and QualityFigure 3

7. Management and StaffFigure 4

8. OperationsFloor Plans:Figure 5Figure 6

9. Sales and DistributionRestaurant evenings, corporate events and exhibitionsTable 2

10. Marketing CampaignCustomer Relationship ManagementOnline PresenceEden Grand Opening NightSeasonal CompetitionHampshire Farmers Market

11. Break-even AnalysisFigure 7

12. Revenue Model10% of annual net profit will be donated to Hampshire Farmers’ Market.Table 3

13. Sources of FinanceTable 4Cooking equipment will be funded via Hire Purchase over a 2 year period.30 days credit from all suppliers.Carbon Trust 0% loan in Year 2.

14. Equity PropositionA total of £110,000 capital will provide finance necessary for restaurant inception, accounting for location refurbishment through to the grand opening.We therefore require £60,000 in return for 25% equity in order to start our business.

15. Restaurant Ltd.Thank you for listeningPlease feel free to ask any questions

16. ReferencesDisability Discrimination Act (1995)Hampshire Fare (2010) [Online] Available: www.hampshirefare.co.uk (Accessed: 6th March 2010).Key Note (2009) Restaurants: Market Report Plus. 24th ed. Hampton: Key Note. Key Note [Online] Available at: http://www.keynote.co.uk (Accessed: 16 March 2010).Kirby, A, D. (2003) Entrepreneurship, London: McGraw Hill.Oxford Street (2010) Oxford Street, Southampton [Online] Available at: http://www.oxfordstreetsouthampton.co.uk/ (Accessed: 16 March 2010).Sustainable Food (2000) [Online] Available: http://www.sustainweb.org/londonfoodlink/ethical_eats/ (Accessed: 15th March 2010).UK Food Events (2007) [Online] Available: www.hampshirefare.co.uk (Accessed: 2nd March 2010).