Pasta Bowl

demo student [[email protected]]

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

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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.

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.
Critical HypothesisCompleted TestsStatusConclusion
Customer Segment hypothesis:
Office workers4ValidInterviews and observation proved that there is an unmet among office workers for our pasta restaurant. Add more here. Type here.
Cost hypothesis:
Restaurant rent will be £5000.0 Monthly1ValidWe successfully found several good options of available leases to open the restaurant meeting all key criteria
Sustainability hypothesis:
Recycle all food waste for compost0
Key Activity hypothesis:
Design branding and create signage 0
Get Keep Grow hypothesis:
Clean and well presented store with options for pasta and sauces displayed clearly 0
Value Proposition hypothesis:
Freshly made Italian pasta with a choice of delicious sauces ready in just 5 minutes 2ValidTaste tests and an 8 week stint selling our product in a local market proved the demand for our pasta
Customer Segment hypothesis:
Tourists0UnknownWe have planned tests, but not yet completed any so this hypothesis is still unknown

Customer Segment

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

Office workers

Description

Business to Business (B2B)
484 - 159
Office workers in central Bath who usually go to the major chain restaurants to grab a quick lunch. More description, what ever you want.

Traits

Influences

To get a tasty, quick and hot lunch that they can look forward to that will fill them up until the end of the day. Editable Text
The thought of getting high-end restaurant quality food to take away fast that won't break their budget.
Currently very bored by the current options for quick lunches. They are bored of the usual sandwiches and salads and the nicer tasting food is in more expensive restaurants where they need to sit down and spend more money.

Office delivery service users

Description

Business to Business (B2B)
145 - 0
A local marketing company wants to provide a lunch delivery service.....

Traits

Influences

Tourists

Description

Business to Customer (B2C)
20 - 35
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

Influences

To have a hot and filling lunch that they can eat quickly in a casual environment before heading out for more tourist acitivities.
Trying local places. Saving money. Eating delicious food.
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.

Value Propositions

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

Fresh pasta with authentic Italian sauces.

Unique Selling Point

Competition

Competitor NameWhat they do well?What they do badly?

Unique Selling Point

Competition

Competitor NameWhat they do well?What they do badly?

Freshly made Italian pasta

Unique Selling Point

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

Competition

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

Get Keep & Grow

Get
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 
Keep
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
Grow
Cross Selling
Fresh juices and salads
Up Selling
Option to go large for just £1 extra
Referral
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.
1000 square foot restaurant


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. 


DevelopmentEngagementDelivery
Key Activities
Rent and renovate the restaurant
Design menu and recipes
Distribute menus to local businesses
Design branding and create signage 
Prepare and serve food daily
Source ingredients
Key Resources
Startup funding 
Local business networks
Well designed and attractive restaurant
Italian chef
Contracts with key suppliers
Key Partners
Builders
Design agency
Recruiters
Suppliers
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. 
Fixed Costs
Restaurant refit - will cost 20000 once
Restaurant rent - will cost 5000 monthly
Wages - will cost 2000 weekly
Utilities - will cost 2000 monthly
Insurance  - will cost 200 monthly
Variable Costs
Small pasta - will be 2.1 per box
Large pasta - will be 2.6 per box
Product Pricing
Small pasta - will be sold at5per box. Your projected sales are115500 unitsper year
Large pasta - will be sold at6per box. Your projected sales are36800 unitsper year
Cash In
Small pasta50001000020000400005000055000600006250065000675007000072500
Large pasta300048009000150002100024000240002400024000240002400024000
Total Cash In
80001480029000550007100079000840008650089000915009400096500
Cash Out
Fixed
Restaurant refit166716671667166716671667166716671667166716671667
Restaurant rent500050005000500050005000500050005000500050005000
Wages800080008000800080008000800080008000800080008000
Utilities200020002000200020002000200020002000200020002000
Insurance 200200200200200200200200200200200200
Variable
Small pasta200040008000160002000022000240002500026000270002800029000
Large pasta100016003000500070008000800080008000800080008000
Total Cash Out
198672246727867378674386746867488674986750867518675286753867
Monthly Cash In/Out
-11867-76671133171332713332133351333663338133396334113342633
Cumulative Balance
-11867-19533-18400-1267258675800093133129767167900207533248667291300
Month 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 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.   
Social Sustainability
Social Problem
Social Value
Low paid insecure work
Offer staff the living wage and guaranteed hours 
Enviromental Sustainability
Environmental Problem
Environmental Value
Plastic rubbish
Use biodegradable boxes, cutlery and bags
Lots of food waste
Recycle all food waste for compost
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