Business plan

Bar name: Shot Zone (entertainment establishments)

Owener: Rachel Nguy, Daniel Cajaiba, Axel Algoet

1. Executive summary
Shot Zone will be a unique gathering place in the nightlife area of Toronto. By providing
exemplary service, a vast selection of shots, beers and priceless food in a relaxed comfortable
setting with low price for everything. The chosen area already has many bars that have been
thriving for years. Shot Zone will consolidate a space into a 1,000 square foot bar.
Having 14 staff members we provide an exclusive service, which offers shots and beers from all
around the world. Therefore, making SH a non-typical bar where people go to have drinks.
 Mission
Our goal is to be a step ahead of the competition. We want our customers to have more fun
during their spare time. We provide low prices but quality food and services than anywhere else
in Toronto.
We combine menu selection, atmosphere, ambiance, and service to create a sense of "place" in
order to reach our goal of over-all value in a dining/entertainment experience.
 Keys to Success
The keys to success in achieving our goals are:
Product quality: Not only great, food but great service.
Controlling costs at all times without exception.
Stay positive and creative.

2. Business strategy
Toronto is a multicultural city, because of that we find out that in the bars at Queen and Spadina
areas are crowded every single day. But the price is not cheap for happy time except the special
of that day. As a result of, we come up with the idea of low price shot from different countries
such as Brazil, Vietnam, Belgium, etc. In additionally, we serve snack and burger also.
The main key elements of Shot Zone Bar concept are as follows:
 Quality food
We will serve freshly prepared, high quality, popular cuisine that is targeted to appeal to a
variety of tastes.
 Quality service
In order to maintain the unique image the company, we provide attentive and friendly service
with a high ratio of service personnel to customers and also invests in the training and
supervision of its employees.

Location: King Street - West (Nightlife area)

Renting price: $2,500/month
Map (Please find picture on Index directory a)

3. Marketing strategy
 Product:
We sell multiple kinds of shots, beers and food that are well known in over the world to satisfy
the customers

 Price
Because of the purpose of our business, we provide the low price beverages and food for all
same prices and Tax included
Shots: $4
Beers: $5
Food: $5
 Place
We chose the most popular location for nightlife to get everybody to know our store at King St.
West near St. Andrew Station
 Promotion
The target of our bar is people from 19 to 30 years old, they are the people who want to have
challenge and achieve it. So we plan to create some food and beverages competitions to attract
them. Such as Beer pong, Burger and beer, Hot shot, etc.
4. Operational plan
Bar’s open hours will be from 5PM to 3AM.
We will schedule the staff to work full-time round 40 hours per week with the average pay from
$10 -$16 per hour, except the DJs who will play just 4 hours per day which mean 20 hours per
week.
We need to renovate the store with sound proof wall and buy new furniture. (Please find picture
on Index directory b)
In additionally, we will have out-sourcing accounting service to help the bar about Tax in the end
of the year.
Finally, We have searched that when we want to do the business in Ontario, we need to have
these kind of license and certifications:
 Business License Fee
 CPR and First Aid Training:
 Certificate of insurance
 Certificate of qualification
 Food handler's certificate
(Please find picture on Index directory c)
5. Strengths, weaknesses, opportunities and threats analysis (SWOT)

Strengths Weaknesses
S1. Low price in night club market W1. Many Competitors
S2. Young and creative staff W2. Small and fresh bar
S3. Good promotion methods

Opportunities Threat
O1. First low price bar for everything T1. Market price changes
O2. Wide market T2. Limit drink for customer
T3. Budget for stand longer

 Strengths
S1. Low price in night club market
We researched and decided to sell our drinks and food for lower price in Toronto night clubs. We
have power from the cheapest price to attract customers, especially target age from 19-30.
S2. Young and creative staff
We are 3 owners of the bar which ages from 21-26 and our major is Marketing, so we are
creative, active people to find new things to apply to our business to build it up.
S3. Good promotion methods
We believe that our promotion methods will go on the right way and lead our business to stable
status soon.
 Weaknesses
W1. Many Competitors
Although we are going with a lower price strategy for our bar, this market still has a lot of well-
established and strong bars running very well.
W2. Small and fresh bar
Because we just have a small budget to do the business, we do not have enough money to put on
promotion and decoration.
 Opportunities
O1. First low price bar for everything
We are not only using lower price strategy to attract customer, but we also provide an easier way
to pay by “price included tax”.
O2. Wide market
Alcoholic drinks and food is a wide market because it suitable for everybody who is over 19
years old, and they always want to have cheap and quality things.
 Threat
T1. Market price changes
The prices of goods are changing every day. However, our bar price is stable. So we have to be
very careful on order goods before checking the market prices.
T2. Limit drink for customer
By Ontario Law, we cannot provide more drink for customers if they are almost drunk, so we
cannot make more money from them when they are easily get drunk.
T3. Budget for stand longer
We are small business and if we cannot earn money without few months maybe we have to close
the business sooner than we think.
6. Human resources plan
We are 3 owners of the bar which have different professional skill. So we will manage different
departments: Rachel is a General Manager, Daniel is a Marketing Manager and Axel is a Human
Resources Manager.
More than that, we assume to hire some staff to help us run the business. The most important
thing we require all of employees is Smart Serve Certification.
We will hire 16 staff from the beginning as follows:
6 Bartenders will be schedule to 3 staff per night.
4 Servers: each night we need 2 staff to help clean the tables and great customers.
2 DJs will play from 10PM to 2AM. We have decided schedule them to one for weekdays and
one for weekend.
2 Chefs: Chef and Sous Chef.
2 Supervisors to take care the staff and customer feedbacks.
7. E-business strategy
Facebook page is one of the best places to do the marketing. We will create our Shot Zone page
on Facebook to update our bar information, pictures, videos of activities and contests. Moreover,
we will announce events and ask people to join.
Besides, we are going to use Instagram and Twitter to promote our store.
8. Financial forecasts
We project the profit for our 5 years business. In the first year, we predict that we will have no
profit even get loss in the first year of business (-$19,971), but hopefully we can save some
budget from the renovation, marketing part and flexible in staff hours.
Although we will get loss in the first year, we think our business still go on the right track and
will have profit from early of the second year. So in the end of the second year, we will get
$99,842 for profit and 30% more for each year later.
(Please find more detail in the Attachment A about the financial plan)
9. Business exit strategy
The business exit strategy of our business we are thinking about right now will be to delegate to
other managers that we estimate are able to do it well. (Foreigners: to keep the same spirit of
management).
Toronto will keep his multicultural side for a long time we guess and people will keep like
drinking alcohol to relax in their free time.
So the concept of our business doesn't really have a deadline. In this case we have different exit
strategy we can use if we change our mind in the future.
But the main exit strategy will be to find motivated people and if possible foreigners to delegate
them the business.
 Index Directory
a. Map of Shot Zone Bar location
Map:

http://www.kijiji.ca/v-commercial-office-space/city-of-toronto/downtown-stores-for-
rent/1068835193?enableSearchNavigationFlag=true

b. Bar design
c. License information
Business License Fee

http://www1.toronto.ca/wps/portal/contentonly?vgnextoid=878415e205641410VgnVCM100000
71d60f89RCRD&vgnextchannel=90168fb738780410VgnVCM10000071d60f89RCRD
CPR and First Aid Training:
CPR training is offered by the City. The 2015 CPR fee is $67 + HST = $75.71. If the applicant
has completed an equivalent course, the training/fee is not required.