Business plan Restaurant HOOG
,Business plan Restaurant HOOG
Table of contents
1. Summary............................................................................................................................................2
2. Who am I............................................................................................................................................3
2.1 Personal information....................................................................................................................3
2.2 Why I want to start my own business..........................................................................................4
2.3 Personal qualities.........................................................................................................................4
2.4 What do I want to achieve?.........................................................................................................5
3. Enterprise...........................................................................................................................................6
3.1 Business details.............................................................................................................................6
3.2 The idea.......................................................................................................................................6
3.3 State of affairs..............................................................................................................................8
4. The market.........................................................................................................................................9
4.1 Market description......................................................................................................................9
4.2 Target group (DESTEP-analysis)...................................................................................................9
4.3 Competitor.................................................................................................................................11
4.4 Business and product in the market (SWOT-analysis)................................................................12
5. Marketing plan.................................................................................................................................13
5.1 Product / service........................................................................................................................13
5.2 Price...........................................................................................................................................15
5.3 Place..........................................................................................................................................16
5.4 Promotion..................................................................................................................................17
5.5 Staff and cooperate...................................................................................................................18
6.1 Revenue model...............................................................................................................................20
6.2 Investment budget.........................................................................................................................21
6.3 Opening balance.............................................................................................................................22
6.4 Operating forecast..........................................................................................................................23
Graphical display of operating forecast................................................................................................24
6.5 Liquidity forecast............................................................................................................................25
6.6 Graphical representation of liquidity position................................................................................26
Bibliography..........................................................................................................................................27
Attachment 1: opening soon poster.....................................................................................................27
1
, Business plan Restaurant HOOG
1. Summary
At restaurant HOOG, guests can enjoy "high" arrangements from early in the morning until late at
night. Cosiness is key and guests can expect high-quality arrangements. Per arrangement, the
appetizers and drinks are carefully selected and combined by professional chefs. At HOOG you can
escape from the chaos and catch up with loved ones for hours. Our staff is service and guest-oriented
and they will provide an optimal guest experience. In several rounds, the drinks and appetizers are
served to the guests. The staff will explain the food served and where it is originated from. This is a
little extra attention that we offer to the guest.
HOOG will be located in the centre of Alkmaar at the Waagplein. The centre of Alkmaar is a vibrant
place and popular among many. In the summer months, it is also a popular holiday destination for our
neighbours from Germany. Every Thursday is late night shopping in the city and the shops are open
until 9 am. The Waagplein changes into a nightlife spot on Friday and Saturday evenings. Therefore,
HOOG will also be open in the evening these days.
The name HOOG comes from the English word "high", the word with which all our arrangements start.
A logical name for the restaurant would, therefore, be HIGH. However, because the Netherlands is
often associated with coffee shops, it was decided to translate the name into Dutch. A short but
powerful name that shows what we offer and that we are proud Dutch people.
My name is Merle Stals, the founder of HOOG. After years of working in different restaurants, it is time
to open my own place. I will apply the knowledge acquired in recent years at the opening of my
restaurant. Everything I have learned and what I think is important will be merged and will be reflected
in my restaurant. From the styling to the menu and from the service to the staff, I will do my best to
optimize the customer experience.
This business plan describes in detail how I want to realize my restaurant. To begin with, I will
introduce myself more extensively. Second, I will explain all the details about HOOG, followed by a
description of the market and the target group. The marketing plan explains our product, the first
version of the menu including the price and strategy for social media. Finally, financial plans are
shown. This business plan will also be used to request bank credit and crowdfunding.
2
,Business plan Restaurant HOOG
Table of contents
1. Summary............................................................................................................................................2
2. Who am I............................................................................................................................................3
2.1 Personal information....................................................................................................................3
2.2 Why I want to start my own business..........................................................................................4
2.3 Personal qualities.........................................................................................................................4
2.4 What do I want to achieve?.........................................................................................................5
3. Enterprise...........................................................................................................................................6
3.1 Business details.............................................................................................................................6
3.2 The idea.......................................................................................................................................6
3.3 State of affairs..............................................................................................................................8
4. The market.........................................................................................................................................9
4.1 Market description......................................................................................................................9
4.2 Target group (DESTEP-analysis)...................................................................................................9
4.3 Competitor.................................................................................................................................11
4.4 Business and product in the market (SWOT-analysis)................................................................12
5. Marketing plan.................................................................................................................................13
5.1 Product / service........................................................................................................................13
5.2 Price...........................................................................................................................................15
5.3 Place..........................................................................................................................................16
5.4 Promotion..................................................................................................................................17
5.5 Staff and cooperate...................................................................................................................18
6.1 Revenue model...............................................................................................................................20
6.2 Investment budget.........................................................................................................................21
6.3 Opening balance.............................................................................................................................22
6.4 Operating forecast..........................................................................................................................23
Graphical display of operating forecast................................................................................................24
6.5 Liquidity forecast............................................................................................................................25
6.6 Graphical representation of liquidity position................................................................................26
Bibliography..........................................................................................................................................27
Attachment 1: opening soon poster.....................................................................................................27
1
, Business plan Restaurant HOOG
1. Summary
At restaurant HOOG, guests can enjoy "high" arrangements from early in the morning until late at
night. Cosiness is key and guests can expect high-quality arrangements. Per arrangement, the
appetizers and drinks are carefully selected and combined by professional chefs. At HOOG you can
escape from the chaos and catch up with loved ones for hours. Our staff is service and guest-oriented
and they will provide an optimal guest experience. In several rounds, the drinks and appetizers are
served to the guests. The staff will explain the food served and where it is originated from. This is a
little extra attention that we offer to the guest.
HOOG will be located in the centre of Alkmaar at the Waagplein. The centre of Alkmaar is a vibrant
place and popular among many. In the summer months, it is also a popular holiday destination for our
neighbours from Germany. Every Thursday is late night shopping in the city and the shops are open
until 9 am. The Waagplein changes into a nightlife spot on Friday and Saturday evenings. Therefore,
HOOG will also be open in the evening these days.
The name HOOG comes from the English word "high", the word with which all our arrangements start.
A logical name for the restaurant would, therefore, be HIGH. However, because the Netherlands is
often associated with coffee shops, it was decided to translate the name into Dutch. A short but
powerful name that shows what we offer and that we are proud Dutch people.
My name is Merle Stals, the founder of HOOG. After years of working in different restaurants, it is time
to open my own place. I will apply the knowledge acquired in recent years at the opening of my
restaurant. Everything I have learned and what I think is important will be merged and will be reflected
in my restaurant. From the styling to the menu and from the service to the staff, I will do my best to
optimize the customer experience.
This business plan describes in detail how I want to realize my restaurant. To begin with, I will
introduce myself more extensively. Second, I will explain all the details about HOOG, followed by a
description of the market and the target group. The marketing plan explains our product, the first
version of the menu including the price and strategy for social media. Finally, financial plans are
shown. This business plan will also be used to request bank credit and crowdfunding.
2
