Business Report

Table of Contents

Business Report3

Executive Summary3

Mission5

Objectives6

Keys to Success7

Company Summary8

Company Ownership9

Start-up Summary9

Services12

Pricing and Profitability13

Market Analysis Summary14

Market Segmentation15

Target Market Segment Strategy17

Strategy and Implementation Summary18

Competitive Edge18

Main Competitors19

Marketing Strategy20

Marketing Program21

Word-of-mouth/In-store Marketing21

Local Store Marketing22

Local Media22

Sales Strategy23

Sales Forecast23

Financial Plan25

Important Assumptions25

Bibliography27

Business Report

Executive Summary

Gabri's Lounge & Restaurant is a 60 seat fine-dining restaurant with a 20 seat lounge. We focus on our New American-Swedish menu with a touch of Asian influence.

We will be located in the booming, and rapidly expanding, borough of Long Branch, New Jersey 'on the shore.'

The outlook for the future of Long Branch is promising. Developers are recreating a $150 million first-class resort project. The old pier will be rebuilt with ferry service to Manhattan, New York City, beach cabanas, boardwalk and a bike path over a total of 25 acres. There will be 100,000 sq. ft. of commercial space, and over 700 residential units with condo and townhouses ranging from $200,000-$500,000; rentals from $1000-$2,500 a month, and a two-tier garage. The combination of these elements will provide the city with a year-round economy.

The area is in need of a warm and friendly place with excellent food. A place where you always know you will get the best of everything. Gabri's Lounge & Restaurant will feature a cosy dining room and an elegant lounge. Comfortable furnishings and decor with soothing warm tones. The lounge has comfy couches and antique love seats with a softly lit bar. It will be the perfect place to stop in for a bite to eat, for a drink or for a small business meeting. For extra comfort and to please a large group of people we will make up special hors d' oeuvre platters for customers.

The menu will be inspired from different countries' specialties and appeal to a diverse clientele. You can get Swedish specialties like herring, gravlax and meatballs, or you can go a little bit more International and choose a red curry chicken with basmati rice, or an Asian grilled shrimp with spinach, tofu and black bean sauce. We will also have a special pasta dish entree every day plus the 'all American meal' such as barbecue beef ribs and baked beans. Adding value will be an interesting business lunch menu with specialties every day. The menu will change every 3-4 months but keep the favourites. Prices will be competitive with other upscale restaurants in the area. However, it is the strategy of Gabri's Lounge & Restaurant to give a perception of higher value than its competitors, through its food, service and entertainment.

The lounge and restaurant will be open seven days a week. We will offer special theme nights to attract new customers to Gabri's. The restaurant will be fine dining in a cosy atmosphere. Warm colours, fresh flowers, soft music, candles and amazing artwork from some of the areas most notable new artists. This will contribute to a sense of community and give new artists a chance to show their work for a diverse clientele. During the busy summer months you can also sit outside on our patio and we ...