Restaurant Business Plan Guide & Infographic

FormSwift’s 2015 Summer Scholarship asked college students across the country to come up with a sample business plan for one of five categories: Bakery, Restaurant, Salon, Personal Training and Trucking. We chose the best sample business plan for each category, and one scholarship winner.

Organic Restaurant & Brewery

Key Idea: Take on the emerging segment of the restaurant visitors who care about health and choose organic food and sweep 10% of the national restaurant market

Audience: 18–75 years old middle-income (and higher) consumers

Investments: $175,400

PP = 1 y 9 m (see the graph on the right-payback period achieved in January 2017; business start July 2015

NPV = $222.100

Marketing Strategy

Products: Organic salads, beer, natural meal, meat, vegetarian menu, restaurant-made beer.

Price: Middlemarket & higher (due to organic features).

Place: Kyiv oblast, Ukraine

Promotion: Virus marketing; fitness club ad.

Strategy: Focusing on the health caring consumer’s segment.

Company slogan: "Health is beautiful - eat organic"

Production & Brewery Income

Focusing on the organic meal production brings more income than the special beer production and vegetarian fresh food preparation (see chart, % of total)

Market Capacity

Market Competitors

Necessary Investments

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Please attribute this infographic to and Andriana Kozar.


The Core Elements to Building a Successful Business Plan

  1. Cover Sheet

    • Business Logo
    • Company name, address, phone number
    • Name of people creating plan
    • Date of plan's creation
    • Sum up in a paragraph the two main objectives for the business
  2. Mission Statement

    • Sum up in a paragraph or two the main objectives of the business.
    • It should be concise and answer the following: Why does your business exist? What special services, skills or approaches make you stand out from your competitors? What will your business' public image be? What do you want for your customers?
  3. Marketing Overview

    • Describe target market (group of customers you sell to)
    • Illustrate present or future competition
    • Relate what edge your product has in the existing market
  4. Business Summary

    • Include essential background information and structure of business.
    • Description of Business’ Legal Entity
    • Descriptive overview of products or services offered
    • Overview of business assets and future projections
    • Any specifications in regards to the business location
    • Other miscellaneous facets of business:
      • record-keeping
      • security
      • insurance
  5. Marketing Strategy

    • Describe the marketing campaign that will be undertaken.
      • Include market entry plan (if a new company)
      • Role of location in marketing methods
      • Pricing strategy
    • Plan for distributing products/services.
    • Provide a summary of industry trends and advanced planning through a SWOT analysis.
  6. Management Structure

    • Description of how the company is organized
      • What are the job titles?
      • What are the responsibilities of each position?
      • The people chosen for relevant positions (if applicable)
  7. Financial Overview

    • Sum up your business' financial requirements.
    • Provide a statement describing your funding sources and how you intend to apply said funds.
    • Describe your budget.
    • Provide a three-year income projection and a break-even analysis graph.
    • Provide statements reflecting past performance.
    • Provide a balance sheet with a summary conclusion section
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