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Project Summary

SUMMARY

We will open a pasta restaurant in the centre of Bath that specialises in selling delicious, freshly made, and quick pasta dishes at affordable prices.

THE PROBLEM

In Bath, people are bored with the lunches on offer. There is the usual uninspiring mix found in any city and town centre. Where delicious hot food is available, customers have to sit down and often wait and often prices are much higher.

OUR SOLUTION

A fresh pasta restaurant that prepares its pasta daily on the premises. Because pasta is quick to cook and because sauces will be pre made, we can create each order in less than 5 minutes while also offering the highest quality lunch.

The Team

We are a team of 3 university students at the University of Bath. Food is our passion and we have all spent long summers travelling in Italy where we fell in love with fresh pasta.

We also have experience of the food industry. John worked in the kitchen of successful Italian restaurant during his gap year. Anne ran a pop up in her local market selling baked goods. And Peter has worked as a waiter across a range of successful restaurants during his holidays and weekends. We will be graduating in 5 months and our plan is to launch Pasta Box and work full time in the business after university.

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Testing

We have done a range of testing, focusing on our critical assumptions. We have focused testing around our customers, our value proposition and the restaurant space. So far we have validated 3/4 of our critical assumptions.

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	Critical Hypothesis	Tests	Status	Conclusion
Get Keep Grow hypothesis:	Menus distributed to local offices	1	Invalid	Did not work ... no one bothered to distribute them internally
Cost hypothesis:	Restaurant rent will be 5000.0 Monthly	1	Valid	We successfully found several good options of available leases to open the restaurant meeting all key criteria
Value Proposition hypothesis:	Freshly made Italian pasta with a choice of delicious sauces ready in just 5 minutes	2	Valid	Taste tests and an 8 week stint selling our product in a local market proved the demand for our pasta
Get Keep Grow hypothesis:	Clean and well presented store with options for pasta and sauces displayed clearly	0
Customer Segment hypothesis:	Office workers	3	Valid	Interviews and observation proved that there is an unmet among office workers for our pasta restaurant. Add more here. Type here.
Customer Segment hypothesis:	Tourists	0	Unknown	We have planned tests, but not yet completed any so this hypothesis is still unknown. We intend to complete these tests over the next month and update.
Sustainability hypothesis:	Recycle all food waste for compost	0
Cost hypothesis:	Restaurant refit will be 50000.0 Once	1	Valid	Quotes confirm cost of refit at 50K

Customer Segment

We will target two key customer segments as described below. Tourists and Office Workers.

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Description

Type of Customers

Business to Customer (B2C)

Age range

20 - 35

Description

Tourists in Bath for the day visiting the city in small groups who don't know the city well but want something quicker on the go.

Traits

Big SpendersRisk TakersTech Confident

Influences

Customer Goals

To have a hot and filling lunch that they can eat quickly in a casual environment before heading out for more tourist acitivities.

What Excites Them?

Trying local places. Saving money. Eating delicious food.

What Worries Them?

Getting ripped off because they are tourists and don't know the area well. Buying food that tastes bad and doesn't fill them up. Having a bad experience that could ruin their holiday.

Description

Type of Customers

Business to Customer (B2C)

Age range

0 - 12

Description

A local marketing company wants to provide a lunch delivery service.....

Traits

Big SpendersRisk TakersTech Confident

Influences

Customer Goals

What Excites Them?

What Worries Them?

Description

Type of Customers

Business to Customer (B2C)

Age range

29 - 60

Description

Office workers in York that like to eat out for lunch time.

Traits

Big SpendersRisk TakersTech Confident

Influences

Customer Goals

To get a quick and healthy lunch

What Excites Them?

To get excited again by lunchtime and look forward to lunch

What Worries Them?

They get bored with eating the same food everyday. When they try other options often the food takes too long to come.

Value Propositions

We will beat the competition by offering a superior product, at an equivalent price.

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Unique Selling Point

Freshly made Italian pasta with a choice of delicious sauces ready in just 5 minutes

Competition

Competitor Name	What they do well?	What they do badly?
Little Sardinia (local Italian restaurant)	Delicious food freshly cooked	Sit down environment means eating can be slow (up to 60 minutes) and the prices are high
Pret a Manger	Healthy fast food with good variety	Limited choices of hot food and chain store means that no excitement of tasting something new
The Bath Sandwich (local sandwich shop)	Freshly made good tasting sandwiches with a unique Bath twist at reasonable prices	Variety is limited to different types of hot and cold sandwiches

Get Keep & Grow

ertwt

Awareness

Menus distributed to local offices

Colourful and attractive branding and signage

Purchase

Free options to try before you buy

Clean and well presented store with options for pasta and sauces displayed clearly

Brand

Changing menu with daily specials

Pasta in the morning prepared freshly for customers to see

Rewards

Loyalty card with free meal on 10th visit

Friendly staff that learn regular customers' names and preferences

Cross Selling

Fresh juices and salads

Up Selling

Option to go large for just £1 extra

Free fresh juice if you bring a friend

Channels

The restaurant, as our premises for producing and selling the food, is critical to the success of this venture. We will rely mainly on foot traffic and passers by. Therefore having a well located, attractive and welcoming space.

Details

A large open plan restaurant located right in the middle of town

Reason

The location is convenient to both our customer segments, tourists and office workers. The large open space allows us to make pasta on the premises while having space for some high tables and stools to allow customers to eat in

Operations

We have split the operations of our business into 3 sections, Development, Engagement, and Delivery. In Development, our work is focused on setting up the restaurant. Engagement will be focused on creating demand among office workers and tourists to visit Pasta Bowl through an attractive brand, and networks. For Delivery, the key will be sourcing the raw ingredients and preparing delicious food.

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	Development	Engagement	Delivery
Key Activities	Design menu and recipes Rent and renovate the restaurant		Source ingredients Prepare and serve food daily
Key Resources	Startup funding	Well designed and attractive restaurant Local business networks	Contracts with key suppliers Italian chef
Key Partners	Builders	Design agency	Suppliers Recruiters

Finance

Our major startup costs are the restaurant rent and refit. We need to raise £45,000 to make this venture possible. Based on our projections, the business will break even in month 5 and by month 12 our monthly profit will be £42,833. Having proven this business model we will look to franchise it across the UK.

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Restaurant refit - will cost 50000 once

Restaurant rent - will cost 5000 monthly

Wages - will cost 2000 weekly

Utilities - will cost 2000 monthly

Insurance - will cost 200 monthly

Rates (Tax) - will cost 300 monthly

Property Tax - will cost 250 monthly

test - will cost

Small pasta - will be 2.1 per box

Large pasta - will be 2.6 per box

test - will be

Small pasta - will be sold at4per box. Your projected sales are111000.0 unitsper year

Large pasta - will be sold at5per box. Your projected sales are36800.0 unitsper year

test - will be sold at

Cash In
Small pasta	4000.0	8000.0	16000.0	32000.0	32000.0	32000.0	50000.0	50000.0	52000.0	54000.0	56000.0	58000.0
Large pasta	2500.0	4000.0	7500.0	12500.0	17500.0	20000.0	20000.0	20000.0	20000.0	20000.0	20000.0	20000.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Total Cash In	6500.0	12000.0	23500.0	44500.0	49500.0	52000.0	70000.0	70000.0	72000.0	74000.0	76000.0	78000.0
Cash Out
Fixed
Restaurant refit	4166.7	4166.7	4166.7	4166.7	4166.7	4166.7	4166.7	4166.7	4166.7	4166.7	4166.7	4166.7
Restaurant rent	5000.0	5000.0	5000.0	5000.0	5000.0	5000.0	5000.0	5000.0	5000.0	5000.0	5000.0	5000.0
Wages	8000.0	8000.0	8000.0	8000.0	8000.0	8000.0	8000.0	8000.0	8000.0	8000.0	8000.0	8000.0
Utilities	2000.0	2000.0	2000.0	2000.0	2000.0	2000.0	2000.0	2000.0	2000.0	2000.0	2000.0	2000.0
Insurance	200.0	200.0	200.0	200.0	200.0	200.0	200.0	200.0	200.0	200.0	200.0	200.0
Rates (Tax)	300.0	300.0	300.0	300.0	300.0	300.0	300.0	300.0	300.0	300.0	300.0	300.0
Property Tax	250.0	250.0	250.0	250.0	250.0	250.0	250.0	250.0	250.0	250.0	250.0	250.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Variable
Small pasta	2100.0	4200.0	8400.0	16800.0	16800.0	16800.0	26250.0	26250.0	27300.0	28350.0	29400.0	30450.0
Large pasta	1300.0	2080.0	3900.0	6500.0	9100.0	10400.0	10400.0	10400.0	10400.0	10400.0	10400.0	10400.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
test	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Total Cash Out	23316.7	26196.7	32216.7	43216.7	45816.7	47116.7	56566.7	56566.7	57616.7	58666.7	59716.7	60766.7
Monthly Cash In/Out	-16816.7	-14196.7	-8716.7	1283.3	3683.3	4883.3	13433.3	13433.3	14383.3	15333.3	16283.3	17233.3
Cumulative Balance	-16816.7	-31013.4	-39730.1	-38446.8	-34763.5	-29880.2	-16446.9	-3013.6	11369.7	26703.0	42986.3	60219.6
	Month 1	Month 2	Month 3	Month 4	Month 5	Month 6	Month 7	Month 8	Month 9	Month 10	Month 11	Month 12

Sustainability

As a team, running a business that is financially as well as socially and environmentally sustainable is very important to us. Therefore we will pay all staff a living wage and a secure job. Environmentally, we know that the food industry creates huge waste. Therefore we will minimise this impact from startup. We will not use any disposable plastic in our business. And we will recycle all food waste and donate to local gardening projects. Furthermore, at the end of each day we will donate all edible food to local homeless shelters.

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Social Problem

Social Value

Low paid insecure work

Offer staff the living wage and guaranteed hours

Environmental Problem

Environmental Value

Lots of food waste

Recycle all food waste for compost

Plastic rubbish

Use biodegradable boxes, cutlery and bags

Calculate CO2 emissions

What is our carbon footprint

How does our business model align with SDG s

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Pasta Bowl

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Project Summary

The Team

Testing

Customer Segment

Description

Traits

Influences

Description

Traits

Influences

Description

Traits

Influences

Value Propositions

Unique Selling Point

Competition

Get Keep & Grow

Awareness

Purchase

Brand

Rewards

Cross Selling

Up Selling

Channels

Details

Reason

Operations

Finance

Cash In

Total Cash In

Cash Out

Fixed

Variable

Total Cash Out

Monthly Cash In/Out

Cumulative Balance

Sustainability

Social Problem

Social Value

Environmental Problem

Environmental Value

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