Sector Analysis for the establishment of diet restaurant in San Diego (California)

Résumé du document

My business idea is to make a health restaurant which will propose a large offer of menus with a great health aspect. Indeed, the concept of this restaurant is to propose different menus elaborated with ingredients known to be good for health and which help a good health development. The restaurant named 'La Jolla Health Table' will propose dietetic menus where all the food is good for health. For example, the restaurant will propose menus without fat and only composed of vegetables, cereals and non fat meat (chicken, turkey). The goal is to propose food of good quality with a lot of health and dietetic quality. We will elaborate our menus and different offers. To propose and to develop a large offer of products, we will use different international recipes. The concept, is refitting about the proposition to customers to a new way of restoration where they could eat good quality products at a cheap price and which is good for their health. Indeed, I think that my concept of a restaurant can be attractive because it is different to other restaurant concepts. Moreover, the purpose of my offer is important because it can show that we can eat better with the same price compared to other restaurants.

Extraits

[...] I want to be the alternative choice for customers who don't want to eat in the traditional kind of restaurant. I have chosen to implement a restaurant because I think that this sector can represent a good mean to be a successful entrepreneur because the goal of an entrepreneur is to develop sustainably his company so I think that the restaurant sector can permit to do that. I think that it is in this sector where I will be use most effectively my different entrepreneur competencies and where I will find the best idea. [...]

[...] It shows that one of our target segments is increasing two so we will able to touch more people if that different trends increase steadily. Area of the business We will implement our restaurant in La Jolla (San Diego city) and more precisely in Prospect Street. Indeed I think that this place is very good place because it is here were we will find the large part of our target. This place covers a large area of diverse and densely populated groups. Although it will be located in an urban and fun place where people travel to eat out. [...]

[...] We have seen that there is lot of restaurants in this place. I think that we could develop our restaurant in spite of the competition. Indeed, we have to be ambitious about our project but we have also to be restrained about our restaurant development. At the beginning of our activity, our goal is not to compete with the leader of La Jolla but to propose our offer. We want to develop our market share step by step. We will not try to compete with the most important restaurant of La Jolla at the beginning because it will be problematic for our because we haven't the same resources. [...]

[...] As we have seen in the financial expenses of our restaurant, we will spend 1,000$ to create it. It is an important amount but it is necessary if we want to create a “productive” communication tool. The web site will propose different categories which will permit to create a “productive” web site, which means that we will create a web site which will be productive promoting tool. The important categories of the web –site will be: Presentation of the company: it is very important because it will permit to show the image of the company. [...]

[...] Thanks the communication, the web site and a reputation increase, we thinks that we will sell 50 menus per day between the months 3 and 6 and 60 menus per day during the 6 last month of our first year of activity. We hope that the sales will increase thanks the development of the reputation and the notoriety of our restaurant. Moreover we have different way of earnings during the first year of implementation: Me and my partner we will invest a total amount of 100000$ (50000$ per investor). [...]