Sample Moose Mountain Cafe Business Plan Page 2

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Marketing
The Industry
Eating out is a growing trend, since people are increasingly pressed for time and enjoy this
convenience. Breakfast and lunch are popular, as workers and business owners often
choose not to “brown bag” meals. Choosing healthy, low-fat food is a concern, but studies
have shown that people are ambivalent about it and continue to choose high-fat foods. The
menu will address this by preparing favorites in such a way that people won’t realize that
much of the unhealthy fat has been removed.
Objectives, Goals, and Strategies
The Moose Mountain Café will offer a fresh point of view on Main Street. The menu will
change frequently, the service will be good, and the food will be the best. The restrooms
will be clean.
There are three influential key success factors and activities that will contribute to the
accomplishment of Moose Mountain Cafe's goals. These factors include: our ability to
select the best location(s), keeping variable and overhead expenses as low as possible, and
building high market visibility through brand building and advertising.
With respect to the business transaction, Moose Mountain Cafe will deliberately choose to
be distinctive and unique in its customer experience.
The Moose Mountain Café will present an image of wholesome, healthy food in an
attractive and clean atmosphere. The floors will be black and white tile, the curtains and
tablecloths will be red and white check, and work by local artists will hang on the walls.
The sign will be large enough to be read from the street, and will be designed to promote
the Café’s image. Comment cards will be at each table and will be collected at the register.
Suggestions for new or improved meals will be sought, as well as feedback on service and
the dining experience.

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Parent category: Business