Drunken Desserts Business Plan

Drunken Desserts Business Plan

Business Purpose:

    Drunken Dessert's business purpose is to entertain customers with specialty beverage, alcohol and non-alcohol, and desserts. With the precise pairing of alcohol beverages to delicate desserts in complimenting the pungent flavors in every bite. With the calming atmosphere and high quality desserts and beverages, we will entertain our customers with outstanding service. Drunken Desserts is your hometown dessert bar. 

Statement:

    Drunken Desserts will continue to bring our customers outstanding quality, taste and design with our precisely conducted beverages and freshly produced extravagant desserts from scratch, from tiny one bite wonders to an array of decedent desserts.  

Owner's Profile:

    As a manager and owner of Drunken Desserts, I, Katherine Lange, have come a long way to accomplish where I am today. After graduating high school I went through many sick times before being able to attend culinary school. In 2010, I packed up everything I owned and moved to Scottsdale, Arizona to attend my dream school, Le Cordon Bleu. I received my Certificate in Baking and Pastry Arts. After graduating and working in the industry at different bakeries I decided to go back to school at Le Cordon Bleu for my Bachelors in Hospitality and Restaurant Management. While receiving each degree I worked in various bakeries doing everything from customer service, consultations, cleaning, decorating, and baking. With over five years of working in the industry and receiving both degrees in Baking and Pastry Arts and Hospitality and Restaurant Management it is time to pursue the dream of opening my very own bakery and bar, Drunken Desserts. All other management and supervisors under me have to have degrees and/or experience in the industry. Also, they must be willing to learn to adapt to the Drunken Desserts way.

SWOT Analysis:

STRENGTHS
    •    Not one around
    •    Different compared to typical bars or bakeries
    •    Well located
OPPORTUNITIES
    •    Attract different customers
    •    Becoming well known
    •    Expanding into private parties
    •    New to environment
WEAKNESSES
    •    Unknown concept
    •    Does not serve appetizers or entrees
THREATS
    •    Competitive bar pricing
    •    Local restaurants offering dessert menus
    •    Unemployment

Legal Form of Business:

    Drunken Desserts is a bar and dessert restaurant all in one concept. Being that we will be serving alcohol, there are legal forms that are needed in order to operate Drunken Desserts. First and foremost is an alcohol beverage license in all three categories, A, B, and C. This will allow us to carry and serve wine, beer, and spirits. Along with the restaurant licenses, each employee must hold a food handlers license and a bartender license. This will allow everyone to handle the desserts with food safety in mind. Also, it will allow protection of the restaurant and customers in serving only customers over the age of 21 years old and cutting off overly intoxicated customers. By having both of these individual licenses, we will each understand the safety precautions for both the restaurant and customers.

Market Analysis:

    What exactly is a market analysis? A market analysis is the process of determining factors, conditions, and characterizes of a market (Dictionary, 2012). In other words it understands the entire concept of the business you want to build, what you can do to prevent and also fix problems that may occur, and knowing each element of your business along with the competitors. 

    The first step for a market analysis understands the different departments that make up your entire concept. First it is about finding a location. Location for your bar and bakery is crucial for bringing in your targeted market (King, n.d.). Next would be the menu and price range. The menu should appeal to a variety of tastes along with being health concise, low fat, low sodium, and vegetarian (King, n.d.). Also, pricing of the menu should be in similar regards with completion around the area (King, n.d.). Competition is also another huge factor to enabling success for your business. The last three major market analysis contents and techniques are community demographics, labor pool, and promotional ideas. The community demographics play a part of everything in the community, age group, wealth, location, competition, and etc. Labor pool is something any owner needs to understand so that when it comes to hiring and paying their employees it is under the right pay wage. Lastly, promotional ideas are what is needed in order to bring in customers whether through flyers, websites, or media (King, n.d.). Each element is the start to understanding and completing a successful business. 

    Finally, according to All Business, there are five basic methods of marketing research analysis. These methods are surveys, focus groups, personal interviews, observation, and field trials (All Business, 2013). Surveys focus groups and personal interviews all are under the same technique of asking unstructured, open-ended questions (All Business, 2013). Surveys are on computers or on paper, focus groups are asking in a group setting and personal interviews are one-on-one. Observing is when one watches and perhaps video tapes people in their natural encounters which gives you a more accurate picture on what customers need and want (All Business, 2013). Last but not least, field trials would be selling your specially dish at local businesses or sponsoring a local event with your food so others can know about your business and try it for free. These different techniques can give one a better understanding on what people want and need from your business.

Organizational Chart:

   
Front Of House
Opening/Closing Checklist
Opening
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Turn on Service Sign
Stock the bar
Wipe Down Tables
Clean Glass
Open Register
Put Down Chairs
Prep all condiments
Fill Menus
Closing
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Wipe Down Tables
Clean Glass
Sweep Floors
Mop Floors
Put Up Chairs
Prep all condiments for next day
Close Down Register
Fill Out & Make Deposit Slip
Back Of House
Opening/Closing Checklist
Opening
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Turn On Ovens
Turn On Proof Box (If Needed)
Prepare Three Compartment Sinks
Take Out Room Temp. Items
Inventory pre-made desserts
Check On Daily Specials
Organize Freezer/Refrigerator
Clean Microwave
Closing
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Wipe Down Tables
Clean All Utensils Used
Sweep Floors
Mop Floors
Put Away All Dishes
Make pre-prep for next day
Clean Ovens
Spray Down Floor Mats
 

Products and Services:

    Drunken Desserts is a bar and dessert restaurant combined. We will be serving wine, beer, and spirits along with decedent desserts. Our wine, beer, and spirits will change every season to accompany our dessert menus. Price point for a glass of wine will vary from $5 to $15, because we are a high class dessert bar we will offer higher end products. For our beer choices they will range from $3 to $12. Some of the beer will be imported from local breweries along with working with them to make costume crafted beers just to match our dessert choices. As for our spirits, we will have some just on the rocks while others will be mixed to create a delicious cocktail. Each glass will range from $6 to $15 depending on the amount of alcohol in the mixed cocktail. Each beverage will have a dessert suggestion with it to help guests with pairing the right drink with the right dessert to fulfill maximum flavor enhancement. 

Marketing Strategies:

    Being that Drunken Desserts will be a new concept to the area, marketing is key. We will have to reach out to local restaurants who do not offer desserts, newspapers, media, and electronic media such as Facebook and Twitter. We will also promote towards parties. Whether private birthday parties or something as special as a bridal shower. Although our title truly speaks for what we are, we do serve non-alcohol beverage to please those of a lower age. We will promote towards special holidays such as Valentine's Day and Mother's day. By reaching out to everyone and creating maximum legendary service to those who experience Drunken Desserts, our name will spread.

Financial Perspectives and Projections:

    Luckily, our location we have chosen has a back kitchen for making decedant desserts and a beautiful bar that oversees a sunset view lake. The building is 1.2 million dollars but little to no work will need to be done to the facilities. All flooring, equipment, tables, chairs, linens, menu covers, and liquor stock are a great start to our Drunken Desserts. However, there are some items we will still need. With hiring FOH and BOH staff, additional liquor, uniforms, and product to make outstanding desserts we will need at least $100,000. This will cover all opening expenses, such as electric, building payment, employee wages, heating/cooling, water, trash usage, and product for the first 2 months. With a key marketing staff, we can project to make at minimum $40,000 a month, and that does not include private party venues.

References

Dictionary. (2012). Market analysis. Retrieved from: http://dictionary.reference.com/browse/market%20analysis?fromAsk=true&o=100500

King, John B. (n.d.) Restaurant Marketing Analysis. Retrieved from: http://www.ehow.com/about_5232304_restaurant-marketing-analysis.html

All Business. (2013). The Five Basic Methods of Market Research. Retrieved from: http://www.allbusiness.com/marketing/market-research/1287-1.html#axzz2I6RRDG7w