Conceptualizing a Business

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Final Strategic Plan
University of Phoenix
BUS 475
May 16, 2010

Conceptualizing a Business
The Shell House is an upscale public house which is known for the magnificent decor and upscale, high quality food. In definition, this type of pub style restaurant is called a gastro pub. The Shell House will be strategically placed along a river in central New Jersey and resemble the outside of a boathouse. Inside will house "shells" which are racing boats used to race on rivers for competition. The long bar will be completely customized designed from an old vintage eight man racing shell, gutted and covered with restored with a see through counter top. The top will be a special mix of material to sustain cold surface to keep beverages, beer, and other drinks at a cold temperatures while guest are tending to long talks with their friends and families. The food will have a upscale, clean take on your everyday pub food. Presentation and freshness is key with all foods and snacks. Business, Products, and Customers: Mission Statement

The Shell House is designed for a variety of guest including varying cultures, ethnicities, and religions all with the common goal of achieving relaxation, great atmosphere, and top notch food. The main competition for The Shell House will be other restaurant that are corporate owned such as Applebee's, Chili's, etc. These corporate driven restaurants although do not have healthful food selections, have the power to keep low prices and run non-stop specials to attract customers. The idea for the Shell House is to draw customers back into the realm of supporting local, small business restaurants that can give back to the community. This is how The Shell House will create a niche for itself in the business market and become a huge competitor for the corporate giants. Throughout the menu creation process, the menu will consist of strategic dishes that are prepared from top quality ingredients where it can turn heads on your first visit. Just as an example, a staple dish of many pubs are the classic fish and chips. Most restaurants you go to today, serve you breaded piece of inexpensive cuts of mystery fish and serve it next to previously frozen French fries. My idea of fish and chips is a little different. I would use a nice fresh cut of Haddock seasoned properly and make real chips from fresh potatoes. Those would be cut fresh daily or as needed. Just from doing this brings the level of taste through the roof. Buying fresh in bulk keeps the cost down tremendously. Organization Vision

[pic]“A vision statement presents the business's strategic intent that focuses the energies and resources of the company on achieving a desirable future”[pic] (Pearce & Robinson, 2009, p37). The vision of The Shell House is to ensure that each guest receives prompt, friendly, and professional service. Maintaining a clean, comfortable, and fun environment for all guests and employees. To provide fair prices by using only quality ingredients to prepare great, clean food. To ensure all guests and employees are treated with respect and dignity they deserve along with thanking each guest for the opportunity to serve them. By ensuring that these objectives stay in line the assurance to secure a fair profit that will allow The Shell House to contribute to the community we serve.

“Values are standards which we strive to achieve. Values are practical habits that enable us as individuals to live, be successful and achieve happiness”[pic] (Pearce & Robinson, 2009, p45). The word value can be thought of as a standard that business's try to set goals and constantly strive for. The Shell House values will do nothing but help the business achieve the mission and vision statements as stated above. In the mission statement it gives a description of the service it sets out to do and achieve. This process will reinforce any strategic planning process for the business. Guiding Principles:...
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