BUSINESS PLAN
PLAN CONTENTS
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Your profile
SWOT analysis
Competitor analysis
Target market
Your offer
Your offer continued
Sales and marketing plan
Pricing policy, staffing and recruitment
About you and any other information
Planned investment and property repairs
The first twelve months – Your action plan
Your action plan continued
THE PUB DETAILS
Pub name:
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Pub address:
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CONTACT DETAILS
Applicant name:
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Applicant address:
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Telephone number:
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Email address:
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YOUR LICENCE DETAILS
Are you an existing personal licence holder?
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Licence number & authority: (If applicable)
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Date licence obtained: (If applicable)
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Have you passed your Pre-entry awareness
training? (PEAT)
Date PEAT obtained: (If applicable)
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SWOT ANALYSIS
Please consider and detail below four strengths, weaknesses, opportunities and threats for the pub which you are
applying for.
STRENGTHS
wEAKNESSES
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OPPORTUNITIES
THREATS
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COMPETITOR ANALYSIS
An in-depth analysis of your competitors will help you to understand the strengths and weaknesses of the local
competition, so please complete the following information.
Strengths:
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Weaknesses:
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Opportunities:
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Threats:
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Competitor 2:
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Competitor 3:
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Competitor 4:
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Competitor 1:
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YOUR TARGET MARKET
It is important to understand which particular group of customers your pub will be aimed at, so please consider and
describe both the existing and your future target markets at the pub.
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Describe the existing pub
customers:
Who will be your target customer market during the following periods:
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Morning / lunchtime trade:
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Afternoon / early evening
trade:
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Evening / late night trade:
YOUR OFFER
Please describe your proposed offer and vision, together with your unique selling point for the pub.
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Summarise your proposed
food offer:
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Summarise your proposed
wet offer/key product lines:
Sample menus:
Together with this business plan, please provide us with sample menus for your proposed
food offer in the pub, including approximate pricing for each dish.
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Proposed trading hours for
drinking / dining:
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What entertainment / music
will you offer and when:
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Amusements with prizes
(AWP) machines:
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Garden:
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Smoking policy / how will you
accommodate smokers? :
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Letting bedrooms / function
rooms:
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What will be your ‘Unique
Selling Point’ at the pub?
YOUR SALES & MARKETING PLAN
Marketing your pub and reaching new customers will be vital to the success of your business, please consider and
detail below how you will use the following methods to drive custom and sales.
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Website:
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Social media activity:
(Facebook, Twitter, Instagram)
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Local advertising / direct mail:
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Point of sale / branding:
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Menu design / creation:
GROSS PROFIT
Based on the GP% outlined in your finance plan, please detail your
proposed selling price for the following products.
Product
Selling Price
Standard Lager (pint)
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Standard Ale (pint)
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Wine (175 ml)
£Click here to enter text.
Spirit (25 ml)
£Click here to enter text.
Minerals mixer (200ml)
£Click here to enter text.
PPS (Pre-packaged spirits 275ml)
£Click here to enter text.
STAFFING & RECRUITMENT
Please consider below your team, staffing and recruitment needs at the pub.
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Your team / staff required:
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Recruitment needs / TUPE
considerations:
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Staff training:
ABOUT YOU AND ANY OTHER INFORMATION
Please use the boxes below to tell us a little bit about your background and how it may be relevant to your application
and also for any further information you would like to discuss at interview.
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Please describe yourself briefly
including any skills or
experience relevant to your
application:
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Please use this box for any
notes, further information or
points you would like to be
considered at interview:
PLANNED INVESTMENT & PROPERTY REPAIRS
You may have immediate property issues or future planned investment for the pub that needs discussion at
interview, so please outline any details below.
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Pub trade areas:
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Soft furnishings:
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Kitchen / catering equipment:
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Back of house areas:
Private accommodation:
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Letting accommodation:
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External areas / gardens:
YOUR ACTION PLAN
Lastly, it takes a lot of organisation to get you up and running in the first 12 months of your tenancy. Please complete
this personal action plan detailing points to consider prior to your opening and your future business objectives.
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Prior to the pub opening:
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On day 1 / your change day:
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In week 1 of your tenancy:
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What are your objectives in the first
month of your tenancy?
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What are your objectives in the first
3 months of your tenancy?
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What are your objectives in the first
6 months of your tenancy?
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What are your objectives in the first
12 months of your tenancy?
SIGN OFF YOUR BUSINESS PLAN
Name:
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Signed:
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Date:
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