Executive summary

Sunshine Sushi is a leading provider of resort-style take-away sushi bar, which is fully decorated within classic Japanese style. Over the next few years, Sunshine Sushi will look to cement its place as a professional sushi maker attracting the eyes of customers and survive under the current global economic pressure based on the professional food, quality customer service and appropriate location.

The purpose of this business plan is to provide the direction for the business for the coming financial year 2010-2011

Business profile:

Business name: Sunshine Sushi Bar

Ownership Structure: Private Company

Business Objectives: to obtain the profile with a

professional food serving and customer services and contribute the local tourism development.

Mission Statement: to provide the professional sushi product

Business Plan

Sunshine Sushi Bar THHGLE19B

BINGMING LI

C05899

to dedicate a high quality customer services to contribute the local tourism development to support a enjoyable environment for external customers and

internal staffs to endeavour the opportunity of corporate chain

Location: Dundas Street, Rye

(Near the Rye Ocean Beach)

Products and services: Sushi and some Traditional Japanese dish, coffee and tea; eat in or take away services.

Competitive advantages and disadvantages: As the only Japanese sushi bar, it will be survive easily based on the bargain prices, professional flavour and unique style. However, in the term of its location, the majority of customer will be the visitor, who might only come once. Furthermore, the shortage of human resources will become a significant barrier because of the rare location.

Marketing plan:

Situation analysisExternal situation

Under the situation of global economic recession, a vast number of companies shout down accompany with numerous people losing their job, which leads to the decreasing people taking a holiday travelling. Therefore, to survive from the fiercer and fiercer competition under the global economic crisis becomes the significant challenge for the sunshine sushi. In another hand, the increasing job-losing rate provides a vast human resource for our Sunshine sushi, which means we can find the professionals easier.

Furthermore, in term of wonderful clime of Australia, the tourist, our potential customers, will come to the Rye Beach not only in the summers,

but also in the springs, autumns and winters. For this reason we do not need to worry about our customers because every tourist will need at least one quick lunch.

Hence, in the term of external situation, the future of Sunshine Sushi is brighter.

Internal situation

For one thing, the shortage of human resource becomes the most emergent barrier for our sunshine sushi. We need enough staff to deliver our high quality services for our current customers as well as the potential customers – the staff of Sunshine sushi.

For another, accompany by the promotion and development of people’s value, opinion, fashion trend and arts, the interior decoration of Sunshine should fit the modern life of the modern human beings. Therefore, because of our professional food and services, the individuals will enjoy our sushi bar.

Because of the changeable and improvable, the future of sunshine is also optimistic upon the internal analysis.

Strategic assessmentSWOT analysis

The strengths for property Sunshine sushi are the location which is just at the side of Rye Beach. Also, it has loyalty program and a national sales force. Apart from that, it has eat-in seat and take-away combines which are suitable for tourists. The weakness for Sunshine sushi is the size of the bar is too small to carry lots tourists at one time. The opportunity for it is the only sushi bar at the area which has the cheap and yummy traditional Japanese food. At present, the threats for Sunshine sushi are the economic condition is bad than before and there is some other food bar for tourist next door.

Product analysisThe products we provide is the variety of Japanese sushi and Japanese dishes, and snakes, such as Sushi hand rolls (salmon avocado, tuna, vege, etc), miso soup, curry chicken, oknomiyaki, etc. the food we served is

made fresh with the fresh fishes and other materials which are cheap and keep a low material expenditures. So, our fresh sea food products will becomes the star standing among the normal fish and chips shops.

Competitor analysisIn the term of resort-location, there is no

second sushi bar or Japanese food around us, instead, there are ranges of fish and chips bar which is the similar restaurant which serve the fast food with low price. Although there are some competitors around Sunshine Sushi, the food provided in the fish and chips bars are similar and rich in high calorie which will makes the tourists feel extra hot and become fatter and fatter. In another word, our variety of food is healthier and varies from the plain fishes and chips with similar price.

Marketing strategiesTo gain a positive marketing, I will focus on the following areas:

Product

The product we provide is the food for snake, lunch and dinner, with is based on the traditional Japanese style. The product requires a low production cost which creates a higher profit and helps to be stronger

under the fierce competition situation. The product – sushi and other Japanese food is our main special to attract the visitors’ eyes, which I hope it could become one of the famous sites of the Rye Beach.

Price

According to the low production cost, the price of our products will be very reasonable and acceptable for the tourists. There will be no discount for the entire product provided for the price is already the most reasonable.

Promotion

The advertisements of Sunshine Sushi will be stick with the advertisements of Rye Beach via contract with the Rye Beach Management Department. The sunshine sushi will participate the activities held in the Rye area which is related the Sunshine Sushi and Rye’s development. In the future, the Sunshine will sponsor the activities based on the strong financial situation and seek for the sponsorship to obtain the development opportunities with financial and management aid.

Marketing budgetEstablishment cost: to start our business, the cost will be over 200,000.

Advertisement cost: in the term of first year’s operation, the cost will be about 20,000.

Business insurance: for keep our in a good condition and prevent some accidental problem happen, we will make some insurance, which will be around 68,000.

Sales forecastsUnder a positive marketing process, I believe the sales of our Sunshine sushi could be imaginable.

Because of the resorted location of Sunshine sushi, there should be lots customers come to us every day at any time for breakfast, lunch, dinner, supper and snakes and the customer service rate will be much higher at weekends, public holidays rather than at week days. However, in the term of tourists’ hour, the business will be much better at noon rather than in the early morning or at night.

In the summer time, the iced and cold food and drinks will be much popular than the hot food; and oppositely, when the winter comes, the hot food will be served more than the iced and cold food. However, the hot weather will always stop people’s passion to hang out, which means the average spends and seat turnover will be higher in winter rather than in the summer.

Operational Plan

Production planThe business will offer the product as follow which is expected with its unique and delicious taste:

Products % of saleSorted sushi 65Japanese dishes 25Soft drinks 5Others 5Totals 100

People planThe head Chief: will be the rich experienced Japanese Chief who is been invited from Japan as a full time staff.

The other chiefs and kitchen hand will be hired from the Victorian who have related experience and will obtain some formal training.

The sales assistants and customer services will be hired from the surrounding area and could be full time or part time.

The management: the head chief will manage the whole kitchen, and a customer service manager, full time, will be hired to maintain the customer service deliveries.

Controls PlanDue to the size of Sunshine Sushi, the management team is made by the head chief and customer services manager. The head chief will be responsible for the kitchen business, such as the food restore, the dishes’ quality and etc; the customer service manager will be responsible for the service delivery business, such as the customer assistant’s hiring, training, and shifting as well as the services strategies.

The staffs must follow the policies made by the management team.

The financial plan

To budget the financial state of the first financial year, I will assume the relevant cost as follow:

Type Cost $Rent 2000/monCost of Sales (COS) 20% of the final pricePs. I assume:

The gross total sale of the products of the whole year is $1,250,000. The telephone, contract cleaning, laundry, administration cost and

others will be included in the others.

The other types of expenditure will be listed in the formal Financial Budget Document 2010-2011attached at the end.

There is no depreciation risk for Sunshine Sushi.

&the salary cost will be described separately as follow:

Salaries Costs$Head chief 100,000/yrOther chief (2) 50,000/yr/personKitchen hand 15/hr/personAssistants 15/hr/personServices manager 50,000/yrYearly salary subtotal 490900/yrPs. I assume:

Kitchen hand is part-time workers who are required to work as a one-people-at-one-time shift working 10 hours a day.

Customer service assistants are working as 3 people at one time and working for 12 hours a day.

All the part-time workers do not have holiday leave loadings and all holiday leave loadings are already included in the annual payment for full-time workers.

Please find the excel file “Business_plan_budget” attachment.

Budget analyseThis is a negative budget.

Due to the first year business, there will be certain extra costs which could not be avoided, such as the equipment purchases, professional fees, pre-opening costs, etc

The funding will be applied for the first year to create a good environment for the Sunshine sushi bar. For the product provided is traditional Japanese food, to be traditional is the vital process of the sunshine sushi’s establishment. Therefore, sunshine sushi will spend a ranged of money to invited a rich experienced Japanese chief to promise

the quality of the product served. Moreover, the staff recruitment must be finished before the business start. So a range of pre-opening costs and professional fees will be necessary.

To operate the sunshine sushi, some equipment is required as well. We need to purchase some table, chairs, and kitchen staff (such as cooks, pans, crockery, and cutlery, linen) and decorate the indoor design to the unique and nice environment.

Nevertheless, there are potential risks of this budget. For instance, if we cannot create the product sale at $125,000, we will not be able to have the enough income to balance our expenditure; if we cannot balance our material purchasing, we will waste our money, in another word we will increase our expenditure.

As a profit-oriental business, we should always make the maximum income with a minimum expenditure.