Meals on wheels will be a sole trader company aimed at providing quality services (Ogunlar, 2012, 4) along the routes that are popular with university students at Brighton and Sussex University, fussing both clarity and profit maximisation. This type of business is most appropriate because it requires a minimal capital requirement and low start up costs before the business by expands by adding four more mobile vans to assist in mobile delivery and set up a restaurant where customers can relax and enjoy their meals. Furthermore, maximum privacy is ensured since establishing and operating the business is simple. Additionally, working hours in a day will be controlled since the business is young. It is easy to start this type of business because it eliminates the pressure of publishing formal trading accounts. Moreover, it will be easy to change the legal structure if circumstances of the business change. In this paper, I will discuss the strengths and weaknesses of the business plan presented by the group.
The restaurant will offer tasty food made from both local and international recipes. Services offered will be personalized such that personal recipes can be requested in advance and the meals will be tailor made for our customers. Strength lies where the pricing structure is lower than immobile restaurants in the area. Affordable meals will generate traffic during slow times and this will be catapulted by offering special promotions on some days. Other strengths may include serving specific ethnic foods if the order is place three hours in advance. On the other hand, service delivery may be slow due to dependence on personal service from the staff. Labor wages will be paid hourly so as to utilize both time and resources in running the business (Ogunlar, 2012, 32). Problems may erupt if employees are not provided adequate training. The team will organize recruitment of professional staff and offer training so as to explain to the culinary personnel how the food must be prepared and presented. Catering services will be offered by students while preparation of meals will be undertaken by professional nutritionists. Inconsistent supplies may interfere with business operations if the menu items are not available in time. More so, relying on paper to keep track of financial and stock records is outdated because there are better automated means of calculating the stockroom.
Opportunities that can help increase profits include providing a variety of products such as food and beverages. Healthy dishes and salad promote a healthier lifestyle therefore more people are likely to buy the meals. Special ingredients and recipes will attract more customer base. Moreover, offering delivery services represents a great opportunity for growth because it meets the needs of people on the go. Meals will be sold at every terminal and people can buy the restaurant products and take home. Recruiting student staff also offers a great opportunity to market our services through brand promotion and protection. On the contrary, a few threats are likely to face the business. Settings up new restaurants in the area represent a threat, since consumers will have more options to spend their money. Other threats consist of increment of prices that affect the price of products. The business may readjust expenditure to ensure the demand for consumption is maintained. There is need to raise the prices or find new suppliers in the market to avoid losing the business.
The industry sector of the business is tertiary because it is involved in service provision. Afterwards, the team will approach “Taco Bell” that specialises in Mexican themed recipes to franchise their services in a mobile manner to enhance the business venture. They will incorporate a special traditional Mayonaisse recipe. It is important to apply for a patent and registered design (Trademark) through the intellectual property office to find out which areas of our business need protection and how to go about it. Relevant university authority should not allow other company brands to sell within the compound so as to protect the business growth. Protection of business growth will be attained by placing measures that reduce competition such as brand protection and marketing our services through the use of brochures, flyers and posters.
The key personnel include:
v CEO: Stuart, Planning and management.
v Marketing director: Christy
v Market Research director: Reza
v Finance director: Jason
Long term objectives of the business are as follow; add four more vans to our fleet in order to increase our consumer base all over south of England and not just Brighton, set up a restaurant in Churchill Square to cater for customers who wish to enjoy their delicacies in a comfortable relaxed setting. Upon business growth, they will increase the number of employees by 30 % by hiring university students. The short term objectives include creating employment opportunities to campus students, make profits and survive the fast year without debts. The team will employ the various advertising strategies such as circulating brochures around Sussex University and Brixton University, conduct online surveys to research about consumer preference and taste, speak to relevant authorities to allow us to recruit students and finally place a ‘Sugestion box’ at Brighton University.
Capital stock requirement will be obtained from personal savings to meet the financial needs. Loan and external funds are not acceptable because it potentially puts the business at a position of debt before starting. They will Conduct online research surveys to learn the market trends and what is expected. This will be done by filling questionnaires and use of interviews. The team will print and issue leaflets and brochures in both universities to advertise the menu products. Marketing plans involve giving 15% of annual profits to Sussex university sports team so that they can have the logo on their jerseys. Target Market consists of campus students, staff workers and anyone looking to grab a quick fresh bite. Fast and light foods will be tailor made for students at affordable prices. They will also use common routes to allow more customers to access the products.
The business is likely to prosper because the idea of mobile restaurants is incredible since mobile restaurants are very rare. It will expand rapidly due to increasing numbers of students admitted into both universities which will in turn increase the demand for meals. Furthermore, they have a higher competitive advantage because it is the first initiative to introduce mobile restaurants in both campuses. Uniforms will be customized for workers with a logo to bring a sense of sovereignty and equality. Hiring students will increase our sales rapidly because most people would rather buy from their fellow colleagues and this will increase awareness of our services in the surrounding estates. The menu prices will be as follows (in Euros):
• Taco’s= 3.20
• Burrito’s= 6.50
• Spaghetti meatballs= 3.50
• Beef/ Chicken curry= 6.50
Reasons for caution are likely to affect the business whereby consumers may not like the menu but they may like the business idea. Excess food may spoil if it is not preserved and this could cause food poisoning to our customers. To prevent this, we will use fresh ingredients to prepare meals without creating food surplus. Taxation policy may apply due to legal requirements. To minimize tax burden, they will register the company from a sole trader business to a private ownership company. Disadvantages of sole trading include unlimited liability for debts as there is no legal distinction between the business assets and private assets (Ogunlar, 2012, 45). All the day to day decisions are made by one person therefore it may turn out tedious in the long run. It can be difficult to take holidays as there is one boss and work can be exhausting when serving large numbers. Also, each business is taxed as a single unit rather than a brand name. The life of the business is limited because as it grows, legal and practical actions will be implemented such as licensing immobile Churchill restaurant.
The business aims at providing convenient meals at affordable prices and offering university students a means to survive while making some extra money. They will increase the overall welfare by creating employment, supporting sports and activities and mobilizing social events where incredible catering services will be offered. Staff members are committed to serve our customers with respect, convenience and integrity in order to attain the aim and objectives of the venture.
In conclusion, professional nutritionists and trained employees will monitor supply of fresh ingredients and detect any signs of food poisoning. Should there be any health risks; one should seek immediate medical attention from a medical practitioner or clinical officers at the Campus sanatorium. Meals on wheels is based on mutual trust and understanding between service providers and buyers so as to ensure immediate needs with little or no supervision. The menu will cater for Italian dishes and cuisines as time progresses. This will enhance unity and promote the beauty in diversity whereby international students will enjoy meals from various cultural settings.
References
Business organization PowerPoints
Discussion with ISC students
Discussion with both Brighton University and Sussex University students.
Hellen Mathews (employee at Kokoro)
Barry Smith (employee at Taco Bell)
Andrew Drew ( Progress Marketing Agency)
Ogunlar, R. (2012). Soul Trader: Putting the Heart Back into your Business. New Delhi: Kogan Page.
Wagner, N. (2018). Sample of a SWOT analysis for a restaurant: Small Business Advertising and Marketing, 3(2), pp.15-16.
Permwanichagun, P., Kaenmanee, S., Naipinit, A, " Sakolnakorn, T. P. N. (2014). The situations of sole proprietorship, E-commerce entrepreneurs and trends in their e-commerce: A case study in Thailand, 10(21), pp. 1-9.
