Posted: February 15th, 2023
Business Plan for the Entrepreneur 1
BA (Hons) Culinary Arts – Level 6
Module Code 6HO722
FALL 2022 Intake – Term 6
Student Name……………………………………………………………
Module Leader: Dr. Apostolos Ampountolas
Email: aampountolas@cesarritzcolleges.edu
Tel: + 41 24 482 82 82
This module conforms fully to the relevant UG regulatory framework. Full details of the University of Derby Academic Regulations (3Rs) can be found at:
http://www.derby.ac.uk/academic-regulations
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MODULE OVERVIEW – PLEASE READ CAREFULLY BEFORE YOU BEGIN YOUR STUDY.
Module Title Business Plan for the Entrepreneur 1
Module Leader Dr Apostolos Ampountolas
Credit Value 10
Assessments Type LO % Hand in
CW 1 1500 words Feasibility Study
1, 2, 3, 4
100%
Week 10
Summative assessment and marking criteria
Can be found with the assessment instructions and it is important that these criteria are referred to when preparing and writing your assessments.
Formative assessment Students will be expected to work in class on various aspects of the weekly activities and then to translate the tools, techniques and learning into the business that is being planned. Students will review their progress through self and peer assessments, discussions, and meetings with industry professionals. The students will present their business plan presentation to a representative of the Ritz Paris in the following module.
Teaching, learning and assessment overview
This module is delivered in a series of lectures and exercises will give the theoretical framework on which to develop a food and beverage business. It will include examples and case studies on which to develop a feasibility study for your business and then a business plan that is finally pitched to a panel of financiers. Private research will be essential to ensure that you read widely and understand the processes required to assess this venture.
Student hours of study Total 400 hrs
Hours breakdown: Class Contact 40 hrs. Directed and Independent Study 80hrs.
Return of work, feedback and provisional marks will be viewable at the submission point.
Assessment 1 – General feedback will be given in class and then on your written work based on identified criteria in week 1
Term 7
Extenuating circumstances
If serious circumstances beyond a student’s control affect their ability to complete an assessment they may submit a claim for Exceptional Extenuating Circumstances. This must be accompanied by evidence from a competent professional with knowledge of the
circumstances, and all work done to date, by the original assessment submission deadline. Such applications will be considered by an EEC panel. It is important that students familiarise themselves with regulations concerning late submission, for
example, EECs will not be granted for poor time management, minor ailments, computer failure or other such reasons. Please see
http://www.derby.ac.uk/academic-regulations
All marks are provisional until ratified by an Examination Board and the External Examiner.
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MODULE DESCRIPTION
This module is specifically designed to help students develop problem identification, problem prioritizing, and problem-solving skills; specifically, the development of skills to understand and apply the cause and effect relationships between performance measures and their causes. It will explore entrepreneurship and business from a strategic level. Students will use their culinary knowledge, skill, and creative thinking to compose an innovative business plan based on their personal culinary focus. Students will be able to understand the relevance and importance of undertaking secondary and primary research within the culinary industry.
The module examines procedures, law, and financial accounting and entrepreneurship considerations. The student will be exposed to business idea generation strategies; analytical procedures, business plan components, financial planning requirements, and improve presentation skills. The module is designed around researching, idea generating and the creation of a feasibility report that will lead to a Business Plan Project.
LEARNING OUTCOMES
On successful completion of this unit students will be able to:
1. Critically examine the different functional areas impacting the food and beverage service industry and the related decision making;
2. Critically evaluate the feasibility of various components of a food and beverage related to the business plan, and gain an understanding of the various constraints placed upon business decisions due to the external environment;
3. Prepare and present a well-researched business idea and feasibility study relating to a food and beverage business;
4. Persuade, negotiate and convince a third party of the benefits of a tourism or culinary related business concept and opportunity.
KEY SKILLS TO BE DEVELOPED AND MAPPED
The following key skill competencies may be developed and could be used for any portfolio reflections:
Demonstrate autonomy in planning and managing resources and processes within broad guidelines in significant and extended academic tasks (planning and
management of learning);
Interact effectively within a learning or professional group, with both a broad and a self critical awareness (interactive and group skills);
Negotiate in a learning and professional context and manage conflict (interactive
and group skills);
Be confident and flexible in identification and definitions of problems and application of appropriate knowledge and skills to their solutions (managing tasks
and solving problems).
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INDICATIVE CONTENT
This module may cover the theoretical and practical aspects of some of the following:
The Business Plan: An Overview;
Business Models;
The chef as an entrepreneur: thinking outside of the kitchen;
Opportunity, feasibility and Market Analysis;
The Entrepreneurial Solution and Concept;
Industry, target customer and Competitive analysis;
Feasibility Studies;
The Product Development Process and Operations;
Product/ Service plan;
The Offering;
Developing and Presentation of a Business Plan;
The Marketing and Sales Plan;
The Product Development Process and Operations;
The Management Team and Organizational Structure;
Critical Risks and Problems;
Financial Planning;
Financing sources;
Writing an Executive summary plus use of Appendices
READING LIST
Students are recommended to utilise the library resources and review a wide range of literature.
Blackwell, E. (2012) How to prepare a business plan, 5th ed, London, Kogan Page.
Calvin, R. (2004) Entrepreneurial management, London, McGraw-Hill.
Dess, G. (2014) Strategic management: Creating a competitive advantage, London,
McGraw-Hill. Drucker, P. (2001) Innovation and entrepreneurship: Practice and principles, Oxford,
Butterworth-Heinemann. Keegan, W.J. and Green, M.C. (2014) Global marketing, 5th ed, London, Pearson Prentice
Hall. Kotler, P. and Keller, K.L. (2014) Marketing management, 14th ed, London, Pearson
Prentice Hall. Lee-Ross, D. and Lashley, C. (2009) Entrepreneurship and small business management in the hospitality industry, Amsterdam, Butterworth-Heinemann.
Lovelock, C. and Wirtz, J. (2011) Services marketing: People, technology, strategy, 7th ed,
Upper Saddle River, NJ, Pearson Education. Morrison, A.J., Rimmington, M. and Williams, C. (1999) Entrepreneurship in the hospitality, tourism and leisure industries, Oxford, Butterworth-Heinemann.
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Morritt, R.M. (2007) Segmentation strategies for hospitality managers: target marketing for competitive advantage, New York, Haworth Press.
Rollinson, D. (2008) Organisational behaviour and analysis: An integrated approach, 4th ed,
Harlow, UK, Prentice Hall. Ryan, J.D. and Hiduke, G.P. (2008) Small business: an entrepreneur’s business plan
London: South-Western. Sloan D. (2004) Culinary taste: Consumer behaviour in the international restaurant sector,
Amsterdam, Elsevier-Butterworth-Heinemann. (ebook) Slocum, J.W. and Hellriegel, D. (2009) Principles of organizational behaviour, 12th ed,
Mason, OH, South Western Cengage. Stokes, D.R and Wilson, N. (2010) Small business management and entrepreneurship, 5th
ed, London, Thomson Learning.
Periodicals, Journals and Magazines:
Sage;
Hospitality and Tourism Complete;
Emerald Library Database;
The Caterer and Housekeeper. Websites:
These will be recommended by the module leader during the academic year & available on eLearning.
GENERAL INSTRUCTIONS
1. The following details are all key elements of your assigned pieces of work.
2. Plan and organize your work carefully, bearing in mind submission dates.
3. When completing your work, keep checking it carefully against the assessment criteria attached.
4. Your lecturer will advise you of the times during which they will be available for consultation. To manage this resource and time effectively, students are advised to respect these sessions. Please note that this is a student-based research assignment, and as such the tutor may not be able to answer certain questions if it is felt that this would restrict the potential grade.
5. Plagiarism or other forms of cheating will receive a ‘0’ grade and the matter will be reviewed using the University of Derby Academic Offence Regulations.
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INDICATIVE STUDY PATTERN – TERM 6
Topic area Activities Directed Study
1 Rules of the game
To be an ENTREPRENEUR
… or not
Introduction to the module 1 and 2 – aims and expectations.
Overview of assessments and the requirements to be met
Difference between Feasibility Study and Business Plan
Writing an Executive Summary
Leadership
Entrepreneurship
Risks and rewards
Read the module handbook
carefully.
Understand the success criteria.
Find an entrepreneur that inspires
you and be ready to present it.
2 There is only one boss…
the consumer
WHO understanding
WHO analysis / WHO research
Further research on your WHO
Draw the ID card of your WHO
3&4 The concept makes it all
(almost).
Is your idea feasible?
What is a concept?
Building a strong concept
Using research to discover trends
To understand the source of business ideas
Know how to develop ideas
What does feasible mean?
Understand how the market environment will be crucial for feasibility of your idea and success
Realize the areas to be researched to ascertain this
Understand research methods and sources
Further research based on weekly activities. Work on concept
Further research based on weekly activities. Start to develop feasibility of concept.
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5 What makes a business successful?
Assess the market
Legal and technical
feasibility
Business Angels game
Outline the criteria for evaluating a business
Analysing and comparing financial statements to evaluate potential businesses
Examine and understand the factors for choosing the ideal location for your future business concept
Competition analysis
SWOT
Legal aspects
Detailed requirements of the facilities,
Inventory and production control
Delivery
Major components to be considered when designing a restaurant operation
Further research based on weekly activities. Get the first numbers of your business.
Find a location
List you key competitors
Further research based on weekly activities.
Draw your place.
6 Assess the market
Legal and technical
feasibility
Examine and understand the factors for choosing the ideal location for your future business concept
Competition analysis
SWOT
Legal aspects
Detailed requirements of the facilities,
Inventory and production control
Delivery Major components to be considered when designing a restaurant operation
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7 Finance – It’s all about the
money, money, money
Financial Statement
Balance Sheet
Income Statement
Statement of Cash Flow
(Sources and Uses of Cash – Start up costs)
Further research based on weekly activities. Fill in the excel files with your data.
8 Finance – It’s all about the money, money, money
Financial Statement
Balance Sheet
Income Statement
Statement of Cash Flow
(Sources and Uses of Cash – Start up costs)
Further research based on weekly activities. Fill in the excel files with your data.
9 Finance – It’s all about the money, money, money
Cost structures
Start up costs / monthly costs
Average check
Opening days/hours
Monthly & yearly sales
Further research based on weekly activities. Fill in the excel files with your data.
10 Feedback and tutorials
Face to face meeting & preparation time Students must submit their feasibility
study on FRIDAY week 10 the latest.
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ASSESSMENT ONE – 1500 WORD A FEASIBILITY STUDY – 100%
Based on the achievement of learning outcomes 1, 2, 3, 4. To be submitted in week 10
In assessment 1 you are required to prepare a 1500-word feasibility study for a food and beverage operation of your choice. It can be located in any country and for that reason must comply with the country’s laws and regulations, but all financial considerations and any costing must be in Swiss Francs.
Conducting a feasibility study prior to investing the time and money to open a business can help an entrepreneur make a more informed decision about the venture’s chances of success because they often overestimate the size of the market and do not take into account tough competition.
Your research and findings should be included in the feasibility study and referenced appendices can be included. You should cover the following areas although you are free to include more.
1. Executive Summary
2. Consumer understanding
o Consumer description
o Needs / Desires / Likes / Dislikes
o Data, facts, numbers, sources are mandatory
3. Concept & Business objectives;
o Concept
o Value proposition
o USP / Mission statement
4. Assess the market;
o Evaluate potential locations.
o Review competition and the industry that you are entering.
o SWOT
5. Legal requirements
o Local legal requirements
6. Technical analysis
o Detailed requirements of the facilities,
o Inventory and production
o Storage
o Delivery
7. Management analysis
o Skills and talent of the management team
o Primary duties of each person
o Description of the organization
SOLUTION
This module is designed to provide students with a theoretical framework for developing a food and beverage business. The module will consist of lectures, exercises, and case studies that will be used to develop a feasibility study for a food and beverage business, which will then be developed into a business plan. The business plan will be pitched to a panel of financiers, and private research will be necessary to ensure that the venture is fully assessed.
The total time required for this module is 400 hours, with 40 hours dedicated to class contact and 80 hours for directed and independent study. Assessment 1 will provide general feedback on identified criteria in week 1, and provisional marks and feedback will be viewable at the submission point.
If extenuating circumstances beyond a student’s control affect their ability to complete an assessment, they may submit a claim for Exceptional Extenuating Circumstances. This claim must be accompanied by evidence from a competent professional who has knowledge of the circumstances and all work completed to date by the original assessment submission deadline. The EEC panel will consider all applications, and it is important for students to familiarize themselves with the regulations concerning late submission. EECs will not be granted for poor time management, minor ailments, computer failure, or other such reasons.
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