Restaurant Ltd.

Elevator Pitch

Simon Boffee Managing Director

Jonathan Bird Strategic Director

Daniel Titley Operations Director

Sarah Girvan Sales and Marketing Director

Nick Edwards Finance Director

Board of Directors

ServiceMission Statement

We 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

Local Produce Sustainable Operations

Culinary Excellence Exemplary Service

The MarketUK restaurant industry currently worth

£35bn (Key Note, 2009)Consumer TrendsLocation

Oxford Street, Southampton

Figure 2Figure 1

CompetitorsIndirect Competitors

Restaurant Style of Food Lunch

Dinner

Eden Luxury Food £13.50 £25.50

Dock Gate 4 Luxury Food £13.00 £23.00

Olive Tree Modern English Meals

£12.00 £20.00

Pizza Express Italian £11.00 £17.00

White Star Tavern

Traditional Pub Meals

£11.00 £17.00

Scoozi Italian £10.00 £16.00

Kuti’s Brasserie Indian £10.00 £15.00

Hotel IBIS The London Hotel

DeVere Grand Harbour The Star Hotel

Direct Competitors

Table 1

Competition

Performance and Quality

Price

Kuti’s Brasserie

Scoozi

White Star Tavern

Pizza Express

Olive Tree

Dock Gate 4

EDEN

Product Perceptual Map

Figure 3

Management and Staff

Figure 4

OperationsFloor Plans:

Figure 5

Figure 6

Sales and DistributionRestaurant evenings, corporate events and

exhibitions

Table 2

Month June July Aug Sept Oct Nov

Marketing Spend (£)

8,000 2,000 4,000 4,000 2,000 6,000

Sales (£) 40,944 51,792 52,584 58,680 68,808 74,880

Month Dec Jan Feb Mar Apr May

Marketing Spend (£)

4,000 2,000 2,000 4,000 2,000 2,000

Sales (£) 100,992 69,120 62,976 73,728 70,890 72,714

Marketing CampaignCustomer Relationship Management

Online Presence

Eden Grand Opening Night

Seasonal Competition

Hampshire Farmers Market

Break-even Analysis

0 2 4 6 8 10 120

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

RevenueVariable CostsContributionFixed Costs

Month

£

Figure 7

Revenue ModelYear 1 Year 2 Year 3

Sales £798,108 £1,026,480 £1,704,560

Cost of sales £266,036 £324,480 £576,160

Gross Profit £532,072 £702,000 £1,128,400

Net Profit £123,230 £192,266 £300,450

10% of annual net profit will be donated to Hampshire Farmers’ Market.

Table 3

Sources of Finance

Cooking 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.

Equity Required £110,000

Founders’ Capital £50,000

Sale of 25% equity £60,000

Table 4

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.

Thank you for listening

Please feel free to ask any questions

Restaurant Ltd.

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).