The Business

1. The Business Plan
Business Type
Our business is a five person partnership, which all run and own an equal share of the
business with 20% of the shares. We will oversee the day-to-day operations within store, as
we will be hiring; Managers, Waiters/Waitresses and Chefs who will be involved with
producing and selling our products. For the first few years we don’t predict to make
substantial profits so dividends will be put on halt and any profits made will be re-invested
into the business.
Mission Statement
At Very Deli, we are committed to presenting quality cuisine that is unsurpassed in taste,
freshness, and distinction. Leading by example with integrity and professionalism is what
defines our company.
Our dedicated employees are poised to serve you and meet your needs from the moment
you walk in the door, or call in your order, until your request is fulfilled. We treat our
employees like family, and their devoted service shows in the way they display a personal
touch to each one of our customers.
Product
Menu flexibility is increasingly important – products such as half sandwiches, mini/side
salads and small indulgent snacks allow operators to tap into a number of trends such as
grazing, all day dining and trading down and ‘fragmentation’ spending habits.
As with much of the eating out market, the economic turbulence in recent years has pushed
consumers back towards classic flavours as ‘safe’ purchases, although usually with a twist
(such as interesting relishes instead of a classic pickle). These ‘twists’ are particularly
important in the sandwich market, where direct price comparisons with in-home versions
are easy to make. We at Very Deli are going to create a "twist menu" providing customers
something they have never seen before.
Place

2. Price
Promotion
Consumer research for this report shows thatwhilst 22% of lunch diners prefer sandwiches
tobe made for them rather than pre-packed ones,only 8% think it’s worth paying more for
the privilege. Clear pricing, ‘round pounds’ and pricebundling have been well-used
strategies in recentyears and could be applied to a greater extentamongst independent
sandwich operators. Forexample, sandwich bars that allow products to behighly
customisable could offer diners the choiceof two fillings for a set price, etc.
Very Deli with aim to distract consumersfrom the gloom and stress of the uncertain
Britisheconomy, by adding an element of playfulness totheir proposition. This could be
developed in anumber of ways, either through brandpersonality, time limited products or
by a focuson customer service. This would also combat thetheory that, in many respects,
lunch out-of-homehas become something of a ‘joyless experience’with those in
employment working harder, forlonger hours, working through their lunch breakand dining
at their desks.
People
Almost half a million people live in the City of Manchester (464,200) – a fifth (19.8%) of
Greater Manchester’s working-age population. The vast majority of these residents work
within the district (72.8%), but as a whole, the City of Manchester draws in two-thirds of its
workforce from outside, therefore thousands of people will be commuting using a number
of public transport methods including; Trains, Buses and Metrolink all of which surround our
business. The role of the City of Manchester as the economic centre of Greater Manchester
is highlighted by these travel-to-work patterns, which show strong flows from all the other
districts of Greater Manchester giving us the availability of a wide target market.

3. Key Personnel
Owners/Directors
Managers
Full-Time and Part-time
Waiters/
Head Chef Waitresses
Director
Manager’s
Full-Time

4. Part-Time
PEST Analysis
Political
The Department for Business, Innovation and Skills (BIS) has launched an independent High
Street Review, led by retail expert Mary Portas, with the aim of identifying what
government, local authorities and retailers can do to promote the development of
prosperous high streets, therefore, showing that our Business being based on one of the
busiest high streets in Manchester will be taken into consideration for development and will
be encouraged to be innovative with both price and products. Britain's high streets have
been in decline for several years, largely due to competition from out-of-town
supermarkets, so there will be a real push to potential customers to start acknowledging
high street shops instead.
The Government's Localism Bill, if passed, will give local communality groups power to make
decisions on local planning issues, including applications for food and grocery retail outlets.
Councils will have a legal duty to promote high streets, and this could have positive
implications for local independent retailers. However, there are fears that the Bill could be
exploited by the major supermarkets in order to increase their presence in local
communities.

5. The stock of businesses per 10,000 population in the City of Manchester is below the
Greater Manchester average and has been falling over the last decade. Business start-up
levels have also declined rapidly since 2000 – the City of Manchester began the decade with
start-up levels (per 10,000 population) above the national average, but these fell to below
the national average by 2007. These falls are partly the result of the City of Manchester’s
fast population growth and its success in attracting successful existing businesses, but
nonetheless indicate an enterprise gap with the most successful UK cities.
Economic
The recession has had a negative impact on the lunch meal occasion within the eating out
market, although it also refers to trends in the in-home market in order to explore
consumers’ wider lunchtime habits, so we have executed some of our own primary research
to see whether there is a sizable market out there for us to operate in.
Making the lunchtime meal occasion more of an experience and less of a refuelling exercise
is important for operators in this market as a third of lunch diners have cut back on
spending on lunch out-of-home in the last year, because of this we are going to bring a new
outlet to Lunchtime giving customers a relaxed and atmospheric ambience within store.
Lunch is a highly price sensitive market, as although a fifth of lunch diners prefer sandwiches
made for them rather than pre-packed ones, only 8% believe it's worth paying more for the
privilege, this will not be a problem for our Deli as we provide both pre-packed and tailor
made sandwiches covering every option available.
Lunchtime diners are sticking to tried and trusted brands, products and dishes with
relatively few customers (7% of lunch diners) having switched to less expensive outlets for
lunch, therefore, we must provide competitive pricing so that we offer the best value for
our products, using different methods of pricing strategies.Demonstrating ‘added value’ to
consumers is a key concern for lunchtime operators with nearly four in ten consumers
labelling shop bought sandwiches as over-priced.
Social
Fresh ‘real’ food is a major trend in the eating out market as a whole and is particularly
important to the lunchtime market: it is a twist on the wider healthy eating trend with
demand for light lunches outweighs the demand for calorie-controlled ones, we will ensure
that this trend is one of our main focus points as the population is becoming more and more
health conscious, so we will dedicate a whole section of our store to healthy eating.
Grazing/snacking is another key industry trend with a quarter of consumers admitting that
they often eat snacks while on the move rather than eating a proper meal (this proportion
increases to a third amongst sandwich bar users) so of course our Deli will be providing
snacks which will be quick and easy for consumers to purchase.

6. Time is a scarce commodity for those that eat lunch out of home during the week, with most
choosing to eat at their desks frequently. Foodservice operators need to try and bring the
restaurant experience to their desks, as well as combating competitors in the retail
environment such as pot snacks. Bento-style boxes could be applied to a wide number of
cuisine types and act as a more interesting ‘out-of-home’ packed lunch box or takeaway
restaurant meal for busy workers.
Technology
Market Analysis
Market Changes – Customers
Health considerations rising
Health and nutrition issues are slowly gaining prominence in the sandwich market, partly driven by the FSA.
They are of interest to a sizeable minority as 24% seek out healthy variants and 22% say it's important to see
the nutritional information.
Opportunity
Environment
Segmentation
Competition
SWOT Analysis
Objectives and Strategies

7. Costs