PRIVATE & CONFIDENTIAL
BUSINESS PLAN
The Portsmouth Arms Inn
Burrington, Umberleigh, Devon
Posted in Chulmleigh, 15 April 1914
EXECUTIVE SUMMARY
The Portsmouth Arms Inn is a country free house situated in the Taw Valley in North Devon. The River
Taw is on the Tarka Trail from the book, Tarka the Otter. The Inn is located in one of the smallest villages
in North Devon having just four dwellings, a farm, inn, railway station and sawmill. The railway station is
on the Tarka Railway Line which runs behind the property. The station is a small wayside station served
by trains running between Exeter and Barnstaple. It serves a number of rural villages and was named
after the Inn.
The Inn is directly on the A377 situated between the villages of Burrington and Umberleigh. The A377 is
described as “the scenic route from Exeter to Barnstaple”, an approximate 42 mile stretch of road and
occupies a prominent position on the main road, opposite the entrance to Northcote Manor, which is a
luxury Country House Hotel run by a celebrity chef. This is a prime location for country enthusiasts with
fly fishing and shooting facilities available. There is also a vast choice of walking, cycling and horse riding
in the area. There are several golf courses and gliding/flying lessons at a nearby airfield. The Portsmouth
Arms Inn is a country free house of considerable character with good dining facilities and three letting
rooms. A newly renovated barn adjacent provides a further two self-contained suites with living areas
finished to a high standard. .
To live in this country free house in the Taw Valley in North Devon and to have a business combined with
this is a wonderful prospect. The reality, however, is that there are many desirable Inns and also tea
rooms in the surrounding areas and thereby much competition and will therefore have to meet high
standards and offer impeccable and extra-ordinary services in which to compete successfully.
Offering take out coffee, picnics/walkers’ lunch boxes, attracting local businesses for lunch, elegantly
presented traditional afternoon tea, suppers, a Sunday brunch instead of competing with Sunday lunches
and marketing to local families with children, in particular, will give an edge. Advertising through many
avenues and marketing to a target market will be absolutely essential.
History
PORTSMOUTH ARMS (VILLAGE)
Portsmouth Arms is a tiny village with 4 dwellings, a sawmill,rail station cottage, farm and Inn. Nevertheless it is situated in a beautiful part of the countryside and
worth stopping to see.
The Portsmouth Arms hotel has a good reputation for excellent food and company.
PORTSMOUTH ARMS
HOTEL
SAWMILLS
GARDEN FURNITURE
PORTSMOUTH ARMS
RAILWAY STATION
THE EARLS OF PORTSMOUTH
Travellers on the road from Exeter to Barnstaple will notice high on the hill above the river the sad ruin of a once great house.
At one time the whole economy of a wide area revolved around the mansion; but apart from german prisoners of war in the 1917 period, no one has lived there since 1910.
The story of the great estate still arouses considerable interest particularly among north devon folk. few are alive who can remember the last years when the family occupied the house, but
stories about the Portsmouths and the West Country gentry they entertained, which have been handed down, recur in conversation.
Eggesford, meaning the Ford of the Eagles, was an estate owned as far back as 1233 by the Reigney family. It was handed down for at least eleven generations. Then in the 16th century,
through marriage, it became the property of the Coplestone, a prolific West country family.
Edward Chichester, afterwards Viscount Chichester, married the Coplestone heiress and inherited Eggesford through her in1606. Some years afterwards the first house was built and was later
garrisoned for the king in the civil war. It was later taken by Colonel Okey after the siege of Exeter in 1645.
The Fellowes family (later through marriage, the Earls of Portsmouth) owned the property and rebuilt the house in 1718 on the site of the previous one which was in the valley close to the
church. This building was replaced by another, more or less on the present site in 1820 and finally another replaced this in 1854. Built by the 5th Earl, (Isaac Newton Wallop) he resided in it for
the next 60 years.
The 1850`s saw Eggesford in its heyday. The property was extensive, the grounds and the house were magnificent. There were 6 lofty reception rooms, each 20 by 30 feet, all splendidly
panelled with richly decorated ceilings. There were 30 bedrooms and dressing rooms plus almost as many servants rooms.
Self sufficiency for the establishment was almost complete with it`s laundry, dairy, carpenter`s and blacksmith`s shop and sawmill. The kitchen gardens covered over 3 acres and there was
stabling for 50 horses.
The main carriage drive to the mansion was 1 mile long and there were 7 miles of private walks, some through avenues of magnificent chesnut trees. Of the house staff 22 were kept fully
occupied in trimming and attending to all the lamps in the establishment. There were at least 20 outdoor staff including gardeners and grooms.
The kitchen gardens, down by the church (now a lovely garden centre) produced every kind of fruit and vegetable, which were transported to the house by pannier donkeys.
Entertainment at Eggesford house was on a grand scale.In those days life for the county`s sporting gentry was a vigorous one. In season there was hunting every day and at the end of the
day`s run the company sat down to a gargantuan dinner, the consumption of which was in itself a notable feat.
Charles Kingsley and Parson Jack Russell shared a birthday with Lady Portsmouth and they used to meet regularly at the house to celebrate this occasion. Another frequent visitor was the
American poet James Russell Lowell.
Some of the family were great characters. The 4th Earl, born in 1772 was one of the famous sporting squires of the 18th century. Though a justice of the peace he claimed, even if he did not
exercise them, almost feudal rights; he dispensed justice in the main hall of his house, seated in an enormous chair made from an elm tree grown on the estate and shaped exactly to fit his
posterior. The feet of the chair were mounted on the hooves of a favourite hunter. As well as a great character he was also a coachman of no mean ability.
A story is told that when the family were travelling abroad in their own 4 horse coach they stayed awhile in Paris, and when about to leave the city, found the elder son was missing, "Never
mind," exclaimed his lordship, "I'll soon get him." And seizing his coach horn, he amazed everyone in the Palace Vendome by blowing long repeated blasts until the errant child rejoined the
party.
The 5th Earl, who inherited in 1854 was a chip off the old block. He too was an expert with horses and a favourite trick when driving a coach was to toss a sixpence ahead of the horses and so
manipulate the coach that the the front wheel passed over it - all without stopping.
He married a sister of the 4th Earl of Canarvon who presented him with 6 sons and 6 daughters.
When the Exeter - Barnstaple railway was built in 1854, the survey carried the line through the Earl`s estate, in return for which he reserved the right to stop the trains for the convenience of
himself or his guests at any time. Later when a station was provided at Eggesford, all trains had to stop for anyone who desired to travel.
When the Earl died in 1891 there was no hunting in the district for some days in tribute to his memory. On the day it was resumed, the fox found safety by going to earth in the freshlydistributed family vault in Eggesford churchyard-- which would have delighted the sporting Earl.
The Portsmouths did not live at Eggesford after 1911 (some say the estate was gambled away in a card game)
The 1st sale of some of the property took place It included areas of Chawleigh,Caldridge, Nymet Rowland, Winkleigh,
and North Tawton -- some 1500 acres.
The house and the rest of the estate was put up for auction by the 6th Earl in 1913 when the whole comprised 3,277 acres. There were 700 acres of woodland, several large farms, the Fox
and Hounds hotel, numerous smallholdings and 6 miles of salmon and trout fishing.
The rent roll amounted to £3,564 and the value of the timber was estimated at £40,000.
The preamble to the sale catalogue read :Eggesford house which is substantially built of Elizabethan design is a delightful Country Seat occupying a beautiful position some 415ft above sea level in the centre of a magnificent
timbered park of about 300 acres with panoramic views over the valley of the Taw to the woodland heights beyond.
The property was sold to a syndicate, but a year later was put to auction again, asking price £100,000. It was eventually sold for £85,000. The house , as a seperate item, was withdrawn at
£7,000 and left empty, except when prisoners of war were detained in the servants quarters.
In 1920 an unsuccessful attempt was made to persuade the county council to take the building over as an isolation hospital, after which the mansion decayed as it was stripped of all useful
materials. One of the rooms was found to be papered with Victorian "penny black" stamps. In farmhouses and houses about North Devon are reminders of Eggesford as windows, panels were
bought or looted and built into them.
In 1918, trees were planted by the Forestry Commission, which thus became our 1st National Forest and the forerunner of the present nation-wide scheme for the preservation of forest land.
Author Eric Delafield for The Western Morning news
read "The Lost Houses of Eggesford" for more stories about the Portsmouths
visit Eggesford garden centre,
Eggesford Church for fine view of the ruin
The Portsmouth Arms Hotel to see a fine portrait of Isaac Newton Wallop and the Portsmouth`s coat of arms.
submitted by Dee at Portsmouth Arms
Overview of Business
The proposed business is the free of tie leasehold premises, Portsmouth Arms Inn, located between the
villages of Burrington, 3 miles and Umberleigh, 4 miles. It occupies a prominent roadside position on the
A377 main road linking Exeter, approximately 30 miles south east, to Barnstaple 12 miles north west.
The Portsmouth Arms Inn is a substantial detached period property dating from the 18th century. A high
quality character country Inn and destination public house and is easily accessible from a range of
surrounding towns and villages.
The leasehold is being offered at £49,950 including fixtures, fittings and goodwill. Stock at valuation in
addition. The business is held on a free of tie private lease for 15 years from July 2007 with an annual
rent of £18,000 reviewed every three years.
A Premises Licence is held for the supply of alcohol from 11am to midnight Sunday to Thursday and
11am to 1.00 a.m. Friday and Saturday. Current opening hours are 12 noon to 11pm daily.
Sales figures to April 2011 were £121,000 split £52,000 wet, £48,000 food and £21,000 accommodation
with a net profit of £27,000 (see Current Trading for further details). There is genuine potential to greatly
increase all aspects of the trade with a more proactive and vigorous approach to marketing and
advertising and the introduction of a website.
After researching public houses in the surrounding area and taking note of what ales, lager, wines are
being offered, I would select not only ales from local Devon breweries and cider from local cider
producers but also different items from other Counties/Countries including, by way of example, Art Brew,
a micro-brewery in Dorset and James Clay, specialist beer suppliers. I would become a member of
CAMRA (Campaign for Real Ale) and would take pride in having a well kept cellar and well kept beer.
After researching public houses in the surrounding area and taking note of what food is on offer and
researching restaurants in the surrounding towns, I have provided a selection of menus which give an
example of what could be provided (see “services” below).
Due to location, it will be an excellent
opportunity to use local resources from supply of local milk, cheese, meat, fresh fish and game,
vegetables and fruit to produce healthy and mouth watering simple, elegant food that people will want to
travel from afar to experience.
My vision for the future creates a venue catering to local villages, local business, tourists and pub visitors
from surrounding areas and passing trade but also introducing a “tea room” atmosphere in the afternoons
and suppers in the evenings. Also a venue for children which will be extensively advertised and families
welcomed. By appealing to customers of all ages and bringing in custom from surrounding villages and
towns, and bearing in mind there are several primary schools within a 5 mile radius, my turnover
expectations in year one having carried out proposed marketing to my target market would be in the
region of £400,000 (see Cashflow Summary). This is certainly achievable in my opinion if one has
carried out the marketing as stated, the turnover figures taking into account seasonal, stock and staffing
fluctuations, and the correct ambience is achieved, a warm welcome is always given and excellent food
and service is provided at reasonable and competitive prices.
To ensure 100% attendance rate of marketed families with children in particular, and to ensure that
promotional weekends are fully booked in advance, I would introduce a “Kids’ Club”. See “marketing” for
further details.
1
Products and Services
The Portsmouth Arms’ construction is mainly stone under pitched slate roofs. The spacious trading areas
comprise an open plan bar with central servery and a separate dining room is served from a well
equipped commercial kitchen. There are three letting rooms, two of which are ensuite and the third
having a private bathroom A newly renovated barn adjacent provides two further spacious suites.
Outside is a trade garden with fantastic rural views and a large customer car park. At the far end of the
car park there is a plot of land not currently being used. This area could be landscaped and utilised
perhaps for a children’s play area in the future and would be ideal for croquet/egg hunt (see promotions).
Trading Areas
Trading areas benefit from oil fired central heating. Main entrance through porch into the open plan bar
with attractive tiled floor at entrance. Stripped wooden floor, various areas for seating including a
sideboard and old piano.
Access to the dining room seating 40 which is also ideal for
functions/promotions. Lounge area in front of the fireplace with wood burning stove, settle, sofa,
armchairs and seating for approximately 20.
Bar Servery
Split level bar server with counter linking the trading areas. Good range of beer fonts and hand pumps.
Equipped with triple bottle chillers, under counter fridge, wine racks, glass washer, coffee machine,
electronic till, stainless steel sink, music system, fitted optics and shelving
Further trading areas
A further trading area with slate flooring and beamed ceiling. Games area with dart board and pool table
with lights over, colour TV, access to Ladies and Gentlemens cloakrooms and trade garden. Snug with
table and chairs seating 20.
Beer Cellar
The beer cellar has a modern ring main and python and is temperature controlled. Further store room
used as bottle store and containing double bottle chillder.
Commercial Kitchen
The commercial kitchen has commercial flooring, part tiled walls, stainless steel tabling, double stainless
steel sink, wash hand basin. Main items of equipment to include two microwaves, dishwasher, hot water
boiler, larder fridge, electric grill, 6 ring gas burner and oven griddle, double fryers, hot plate, upright
fridge. Crockery, cutlery and kitchen utensils. Adjacent room with walk in fridge, chest freezer, upright
fridge/freezer, racking unit with access through to dining room.
Dining Room
The dining room has a close fit red pattern carpet, vaulted ceiling and loose tables and chairs seating 40.
Fire exit. Steps down into the bar area. Area with two under counter fridges, fitted worktop, microwave
and shelving.
Letting Rooms – First Floor
Two ensuite rooms with close fit carpet, both fully furnished and decorated to good standard, including
colour TV, drinks making facilities. Electric portable heaters. The ensuite bathrooms have a WC, wash
hand pedestal basin, electric towel rail and fully tiled shower cubicle with shower basin and fitted electric
power shower.
Room 1 – double bed
Room 2 – twin, two single beds
The third room has a double bed and wash hand basin, close fit carpet and is fully furnished. There is a
separate bathroom providing private facilities for this room with bath, WC and wash hand basin.
Currently accommodation is charged at £70 for double occupancy and £40 for single occupancy. The
two cottage suites are charged at £80 double occupancy and £45 single occupancy.
Private Accommodation
Separate door with access to corridor providing two bedrooms (1 double, 1 single) an office, spacious
lounge, kitchen with modern kitchen units, sink and inset electric hob and bathroom.
Outside
Rear trade gardens, covered veranda with large area of timber decking as well as natural stone patio.
Areas of seating including settles, loose tables and substantial wooden picnic benches seating circa
70/80. Access to cellar under the kitchen used as storage.
There is a small stream which runs past the adjacent barn and car park. The rear garden is fenced to the
rear and overlooks the railway line with outstanding views of countryside and woodlands.
Detached Barn
A new conversion in 2011. Two one bedroom suites with bathrooms and living rooms finished to an
excellent standard. The larger of the two suites has a separate bathroom and therefore suitable for a
group of up to four people with a sofa bed to be provided in the living room. Taking this into account and
also taking into account the two bedrooms available in the private accommodation, a shooting party of 8
could comfortably be accommodated.
Car Park
A large and well lit car park for 30+ vehicles.
The catering facilities would be utilized to their full potential introducing a competitive and appealing menu
with high quality, locally sourced produce where possible– see below. Suppliers may include
organizations such as a local Dairy,(milk and associated products), Pipers Farm, Exeter (home reared
produce), Quayside Fish, Cornwall (freshly caught fish), Forman & Field, London (fine foods) and the
Inverawe Estate, Scotland (fine smoked products).
Below you will find suggested draft menus and costings to give you some idea of what could be provided
including additional items, to personalize tea time and equipment to give the right ambience for afternoon
teas, children’s food and suppers. This will make it a different and appealing location. Please note that a
drawing of the Portsmouth Arms/Coat of Arms will be used in place of the current picture. The following is
just a general idea for creating the right ambience with some of the suggested additional items shown
below. The lounge is a large and well appointed room with a feature fireplace and will easily house a
large table and 12 chairs to be utilized for meetings and birthday parties (see also below).
AdditionalItems
”Teapot fountain”
”ice cream party”
”kids’ meals”
“placemats
Week 1 – 4 Menu to Start
Coffee, Teas with biscuits
Light Menu 11 – 3pm (suggested price £3 - £8)
Selection of hot/cold baguettes/sandwiches
Welsh Rarebit
Great British Soup with crusty bread
The Portsmouth Arms Ploughmans – specialty cheeses with chutneys and crusty bread
Salad – choice of grilled chicken breast, tuna steak/swordfish
Specials board incorporating basic pub food choices like gammon steak, a pie dish, sausages &
mash and a fish dish with vegetarian options
Afternoon Tea Menu 3pm – 6pm (full traditional afternoon tea suggested price £12 – £19.50
with glass champagne), child with adult purchasing afternoon tea - £6
Selection of fine teas
Selection of finger sandwiches (e.g. smoked salmon, cucumber, egg and chicken)
Home made Scones, jams and clotted cream
Home made tea bread/cakes
Selection of tartlets
Old-fashioned meals in the basket (great for older children) (suggested price £6.99)
Mini burgers and hand cut chips with lettuce and tomato
Gourmet hot dog and hand cut chips with side portion of fried onions
Fish and chips
Chicken and chips with side portion of BBQ sauce
“Ice Cream Party” (suggested price £2.50)
Supper Dinner Menu 6pm – 9.30pm (suggested price around £8 - £12)
Starter (suggested price £4 - £6)
Soup
Mixed Salad with champagne vinaigrette dressing
Smoked salmon
Fried prawns with spicy and sweet sauces
Mushroom tart
Supper (suggested price £8 - £12) (chef to have full creative input and design)
Steaks
Chicken
Duck/Goose/Pheasant
Salmon/Sea Bass
Vegetarian dish
Seasonal vegetables
Puddings (suggested price £4 - £6)
Fresh fruit
Cheesecake
Chocolate mousse
Lemon tart
Cheese and biscuits
:
11
Old-fashioned meals in baskets
The
Portsmouth Arms
Daily Menu
with American classic drive-in charm all
served with hand cut chips




Sandwiches made with a choice of bread
with a portion of vegetable crisps




Local ham with lettuce and tomato
Roast Turkey with lettuce and
tomato
Chicken and crispy bacon in a light
mayonnaise with lettuce and
tomato
Cured hot crispy bacon or sausage
enjoy the “Ice Cream Party” for just
£1.50 when purchasing a basket meal
Afternoon Tea
£4.95
Specialty tea/coffee, Finger sandwiches
(smoked Salmon/chicken/egg/cucumber)
Two home made scones with clotted cream
and jams, Cake and tartlets
£12.00
Great British Soup with crusty
bread
Mini cheeseburgers with lettuce &
tomato
Gourmet hot dog with side portion
of fried onions
Cod in a crispy batter
Succulent chicken breast with BBQ
sauce
£6.99
£3.95
(With a glass of champagne £19.50)
Welsh Rarebit – a traditional recipe
Children
with cheddar, melted on toast with a slice of
back bacon and a blanched tomato
£6.00
£5.95
The “Portsmouth Arms”
Ploughmans – a hearty portion of
”Ice Cream Party”
Generous scoop of vanilla ice cream, topped
with cream and a cherry, with “carousel”
brought to table. Help yourself to the
selection of toppings and hot fudge
specialty and local Cheeses presented on a
platter with bread, chutneys, celery, grapes
£6.95
£2.50
The “Portsmouth Arms”
Salad – delicious salad with lettuce,
tomato, cucumber, carrot with your choice of
grilled chicken breast, salmon or swordfish
£6.95
12
Teas/Coffees
Pot of tea for one
£2.25
Specialty Teas
£2.45
Earl Grey
Herbal Teas
Fruit Teas
Blooming Teas
Filter coffee
£2.65
£2.25
Specialty Coffees (Take Out
Available)
Espresso
Double Espresso
Cappucino
Large Cappucino
Extra shot of Espresso
£1.95
£2.45
£2.35
£2.85
50p
Desserts and Treats
Fruit Cake
fruit tartlet
Scones, clotted cream
and jam
Cheesecake
Lemon Tart
Chocolate Mousse
Fresh fruit salad
£1.85
£0.85
£3.95
£3.95
£3.95
£3.95
£4.95
13
Suppers Example
Starters
Spicy tomato chicken drumstick a
meaty chicken drumstick in a rich marinade of
olive oil, honey, cider vinegar, sun-dried tomato puree, brown muscovado sugar and freshly
ground aromatic spices
Chicken liver and brandy parfait
on melba toast with runner bean chutney and
warm green bean salad
Lobster shots
lobster bisque served warm in a shot glass with a cheese straw
Mains
Venison, port & juniper sausages
in a port and red wine jus served with braised red
cabbage and celeriac and potato mash
Fish pie
salmon, sole, mussels, prawns and smoked haddock in a creamy veloute topped with
mash potato and cheddar cheese
Roast Wild Salmon & asparagus
served with a 125ml glass of chilled Chapel Down
English Rose
Duck Confit
a free-range duck leg with a watercress, fennel and preserved lemon salad
Desserts
Chocolate Angel Torte
a rich chocolate cake laced with rum syrup and served with
crème anglaise
Golden Syrup Sponge Puddings
a classic school days dessert inspired by the
historical Tate & Lyle refinery in East London and their beautiful tins. Served steaming in a
tin with crème anglaise.
Baileys Bread & Butter Pudding
an authentic bread and butter pudding with a
good slug of Baileys Irish Cream for good measure. Don’t eat and drive!
Traditional Cheese Selection
a fine selection of classic British cheeses including
Montgomerys Cheddar, Colston Bassett Stilton, Kirkham’s Lancasher, Finn and Ragstone served
with biscuits and grapes
14
“Kids at The Portsmouth Arms Inn, Burrington”
presents:
Give your child a birthday to remember!
Craft Birthday Parties for
Boys and Girls 5-11yrs
Two hours+ of supervised fun, games
and crafts promoting imagination and
creativity including:
 Party theme of your choice. 12
invitations, themed party ware,
balloons, hats & host in costume
 Birthday tea, Birthday cake,
candles and cake boxes
 Party pin game with prizes and
pull-string Pinata with favours
 Fun, creative craft session*
 Treat bags
* Supervised crafts e.g., bead bracelets,
suncatchers, design your own tshirt/bag/keepsake box, bookmarks,
keyrings, door hangers, jewellery, finger
puppets, masks, etc. The list is endless!
£285 all inclusive*
Lots of themes to choose from. Crafts themed where possible. Can
cater for a party of 12 in our private room. Parents can join in as
much or as little as they wish. A chance to relax whilst the kids
are being entertained. Let us deal with the organization, catering,
entertaining and clearing up!
£100 non-refundable deposit will be required when booking to order themed items. *Price
can vary dependant on theme, age & content. Balance can be paid in instalments by
arrangement. 10% reduction on balance with “Kid’s Club”.
*Please ask for a quote.
Let us know your requirements.
We can be creative!
15
Although The Portsmouth Arms can’t be something to everyone, the important thing is to get
people through the door while maintaining the quiet and peaceful setting and ambience. From
research carried out, there are limited venues that cater for children in particular. The pool table,
dart boards and tv would be removed from the trading areas. Chess and board games will be
provided.
A warm welcome will be given and “The Portsmouth Arms” would be somewhere to come to relax
to get away from it all, to have a few drinks with friends or a solitary pint, to have supper, to come
in for just a cup of tea or coffee during the day and read the newspaper, for mums/dads to bring
their kids after school for treats, and introducing a full, traditional afternoon tea.
“The Portsmouth Arms” is excellently situated for parents after picking kids up from local schools,
instead of going to McDonalds in the towns, for example, the idea is to get them to come to “The
Portsmouth Arms” for tea and treats! There are six Primary Schools within a five mile radius.
Children’s crafts will be provided with meal purchase. The cost of this ranges from 50p – 80p per
child. The company I would use for providing crafts is Fun2Make who have an endless selection
of kids’ crafts including bead, paper, foam and glass painting covering different age groups
promoting imagination and most of all being fun, a craft that is fairly straightforward and can be
completed within a short space of time, and a good way to keep kids occupied whilst meals are
being prepared. A great kids’ website for printing colouring sheets etc. (for younger children) is
activityvillage.co.uk.
I will introduce a “Kid’s Club” (see marketing below) with a fun and informative quarterly
newsletter sent by e-mail being an opportunity to advertise upcoming family promotion weekends.
A “Kids’ Club” badge, newsletter and a 10% discount card would be given, one per family, for
family promotion weekends and craft birthday parties.
I will introduce Craft Birthday Parties for 12 in the afternoons and am confident this will be a huge
success and prove very popular having marketed to over 500 children and there being only 365
days in the year.
Purchasing a 12 seater table and chairs at a cost of £1,500 will not only facilitate birthday parties
but also conferences/meetings which I will market to local businesses and further afield offering
corporate packages, e.g. use of conference facilities combined with golfing/fishing/shooting and a
night’s stay.
Instead of going to a Starbucks, or somewhere similar, to have a coffee and to read a newspaper,
book or work on your laptop, come to “The Portsmouth Arms”!
We will pride ourselves with good quality, simple, elegantly presented and tasty food at
reasonable and competitive prices giving excellent service. Those that travel to “The Portsmouth
Arms” will all receive a warm welcome, whether locals or from afar.
16
2
Market and Competitors
Market and Target Customer Base
There are approximately 538 residents in Burrington according to the 2001 census.
The Portsmouth Arms would be popular with walkers and cyclists as there are many beautiful
walks and cycling nearby. Cycling and walking trails known as the “Tarka Trail” were established
by Devon County Council to celebrate Henry Williamson’s 1927 novel, Tarka the Otter. The book
depicts Tarka’s adventures travelling through the North Devon countryside.
There are many businesses in the area ranging from Farms, Equestrian Centres, a sawmill just
up the road, a flying school, local shoot, golf courses and many small specialist companies. Also
caravan parks and camping and holiday rental cottages.
My target customer base will be a triangular area consisting of Barnstaple in the north, 12.7 miles
(18 mins.), Great Torrington to the west, 9.3 miles (24 mins.), South Molton to the east, 9 miles
(22 mins.) tailing south to Exeter incorporating all villages within this area and along the A377,
with a concentration particularly on the nearest towns and villages in closest proximity including
Burrington and Umberleigh and those villages with railway stations on the Tarka Line.
A
population of 85,000 in North Devon of which I will be direct target marketing to approximately
5%:
Barnstaple – 12.7 miles (18 mins.) Population 25,000
Great Torrington – 9.3 miles (24 mins.) Population 5,590
South Molton – 9 miles (22 min.) Population 5,000
Exeter – 28 miles (40 mins.) Population 120,000
School children are an important factor and the following schools are within an approximate five
mile radius of the Portsmouth Arms:
Burrington Primary School 1.6 miles
High Bickington C of E School 1.9 miles
Umberleigh Primary School 3.1 miles
Kings Nympton Primary School 3.4 miles
Chittlehampton C of E Primary School 3.9 miles
Chulmleigh Primary School 4.6 miles
There are many rental cottages in the area.
I believe the five letting rooms will be very popular as the Portsmouth Arms Inn is excellently
situated, marketing will be vigorous and we will be competitive on pricing. I understand that the
Portsmouth Arms have had guests attending weddings at Northcote Manor and a relationship
could be built to ensure that Northcote Manor, when holding a wedding function and when full,
direct further wedding guests to the Portsmouth Arms for accommodation. Not only is there a
large influx of holidaymakers coming into the area (see SWOT analysis for details) over the
summer months but there are certain annual events that take place in the area including the
following:
 North Devon & Exmoor Walking Festival 2012 – April 27 – May 6
 Torrington May Fair & Carnival – May 3, 4 and 5
 Devon County Show Exeter – May 17, 18, 19
 South Molton Vintage Rally – June 2, 3
 North Devon Show, Umberleigh – Aug 1
17
Competition
In recent times Public Houses have been closing. This is due to several factors including the
sheer volume of houses, cheap alcohol available in supermarkets and the fact that generally
people are not going out as much as they did due to the global financial crisis which affects
everyone at all levels. Also, the Public Houses that are left standing must provide a good
standard of pub food to compete and to be profitable.
In my view and in searching for an appropriate Public House, one must of course take into
consideration its location first and foremost and the number of similar venues in the area and the
proximity to population.
I have indeed looked at these aspects particularly in relation to The
Portsmouth Arms. It is located between two villages and therefore will attract locals. Its location
is an advantage being directly situated on the A377 and not only will attract passing trade but is
easily accessible from many surrounding villages/towns.
A benefit of the Portsmouth Arms Inn is that it has a Railway Station on its doorstep. The stretch
of the railway between Exeter and Barnstaple is known as the Tarka Line. The Tarka Line/Tarka
Railway Association promote the line with a Tarka Ale Trail booklet which incorporates all the
pubs/inns on the Tarka Line. The Portsmouth Arms is included in this booklet. I have been in
contact with John Phillips, External Relations Officer for the Tarka Railway Association, who
represent users of the Exeter – Barnstaple railway line. At the moment there are only two
request stops a day at the station and I wrote confidentially asking him if there was the possibility
to campaign for more services to stop at the station. Below is his reply:
Hello Elizabeth
Thank you for contacting me. I assume you obtained our Responses paper via our web-site,
where you will also see our Aspirations paper.
You do not say what sort of business you are planning or when you hope to be up and running. I
have to say that I am intrigued!
In the short term (ie for the whole of this year and much of next) I can be fairly certain that no
additional trains will be stopping at Portsmouth Arms. This is because there is an embargo on
any timetable changes because of the Olympics this year and also because the time frame for
making changes to the timetable are lengthy the current franchisee (whose franchise ends in
just over 12 months time) will not wish to make any significant alterations to the present
timetable which, on the whole, works very well.
Historically there has never been much demand from the area to justify making more stops at
Portsmouth Arms and the train operator would need to be convinced that there would be a
large enough volume of traffic to justify the cost and time penalty of making extra stops in the
present service, especially given the physical constraints under which the service presently
operates, whereby trains can only pass at Eggesford and Crediton.
At present people in the Portsmouth Arms area tend to use Umberleigh Station as the local
railhead as it has a decent well lit car park and is, as you say, served by every train.
For the future, however, you will see in our aspirations document, that in the longer term we
see demand rising to such an extent that a more frequent service will be needed. This we see as
alternate fast and slow trains, the latter of which, with sufficient demand, could stop at
18
Portsmouth Arms. A more frequent service would, however, require the provision of additional
places where trains could pass each other on this mainly single line route and not only would
this be expensive it is not in any current expenditure plan.
I am, therefore, very sorry that I cannot be more positive, but hope, nonetheless, that the above
is helpful. Should you wish to contact First Great Western who currently operate the service,
the person is Julian Crow, Regional General Manager. I know that he is extremely busy at the
moment, but I am sure if you sent him an e-mail, with my reply attached, he would get back to
you. His e-mail address is Julian.Crow@firstgroup.com.
Kind regards
John Phillips
In conclusion further stopping services are not guaranteed but will vigorously campaign for further
request stops to be made available and will work closely with the Tarka Rail Association to
achieve this.
It is worthy of note that there is a competition each year for the best kept station on the Tarka
Line in terms of flowers/plants. It would be my intention to compete in this regard and bring the
station to life.
North Devon is renowned for its beautiful countryside and village inns of which there are many
and therefore a great deal of strong competition. One special benefit of the Portsmouth Arms Inn
is its spectacular and commanding views of the Taw Valley. There are a handful of inns within a
five mile radius, all of which do pub food and some have letting rooms:
The Exeter Inn, Chittlehamholt – theexeterinn.co.uk – 1.6 miles – Main £8-£15 – Accommodation 3 letting rooms - £70
double, £45 single
Barnstaple Inn, Umberleigh – 1.7 miles
Old George Inn, Umberleigh – 1.9 miles
Gold Lion Inn, Umberleigh – 2 miles
The Grove Inn, King’s Nympton – thegroveinn.co.uk – 3.4 miles – Mains £10-£17
The New Inn, Roborough, nr Winkleigh – thenewinnroborough.co.uk – 3.6 miles – Main £10-£12
The Bell, Chittlehampton – thebellatlittlehampton.co.uk – 3.9 miles – CAMRA Pub of the Year 2007 – Cheap Menu £6-£10
– Children’s Play Area
The Rising Sun, Umberleigh – 4 miles
There are two particular businesses however in the locality, which I believe to be the Portsmouth
Arms Inn’s main competitors, The Exeter Inn, Chittlehamholt and The Bell, Chittlehampton all of
which deliver on ambience and quality of food. The Exeter Inn is the higher end of the market
and The Bell is the lower end. I believe that one can still deliver the ambience and high quality
but give greater value for money and be competitive on pricing. All the inns operate within limited
hours, i.e. closing their food service in the afternoons. These businesses, and indeed others in
the area appear not to be offering anything to children, other than limited basic children’s menus,
especially when there are 6 primary schools within a 5 mile radius and they do not appear to offer
a full traditional afternoon tea or high tea.
Also, no-one appears to be offering take out
coffee/picnics/lunch boxes. Although breakfast is being offered, no-one appears to be offering a
Sunday brunch, i.e. kippers, eggs benedict, smoked salmon and scrambled eggs, smoked
salmon & cream cheese bagel, full English breakfast, American style breakfast etc. We will have
a different “style” and will be offering a competitive and different type of menu, a different
ambience, while maintaining quality of products, food, exceptional service, and attracting children
in the afternoons, professionals at lunchtime and generally an older crowd.
19
Northcote Manor and the Fox and Hounds, both Country House Hotels, are nearby and although
they will attract a different market, a close eye will be kept on menus/pricing/accommodation
packages and, as I have said, a relationship could be built whereby any excess accommodation
requirements, e.g. weddings, are directed to the Portsmouth Arms.
It is possible to build relationships with Hembury Castle (local shoot) and local
fishing/riding/golfing establishments to also offer accommodation packages at the Portsmouth
Arms. Certainly one could also promote walking and cycling breaks and provide bicycles.
The percentage data set out below is provided by the Research Team, South West Tourism. The
data is for South West region occupancy rates of B&B accommodation in 2010.
Calculation:
5 rooms available at a rate of £70 double and £45 single. I have therefore calculated for three
rooms at the double rate and two rooms at the single rate to give a possible income of £300 for
occupancy of five rooms for one night.
Taking this into account the formula I have used to obtain the figures below is as follows:
“No. of nights in month x 5 rooms x percentage of occupancy divided by 5 rooms x £300”
An average income of £43,889 is therefore reasonably attainable from the five letting rooms
with the correct advertising and marketing. Also with occupancy brings the purchase of meals
and drinks which creates further income of approximately £50+ per room per stay.
Initially I would obtain a star rating from “Information Britain” and advertise on their website
and will look at many avenues in which to cost effectively market accommodation.
Jan
1860
Feb
2400
20% 29%
March April
2940
4080
May
4529
June
5760
July
6300
33% 46% 53% 64% 68%
August
6300
Sep
Oct
5640 4080
Total
43889
68% 63% 46%
In conclusion, although the Portsmouth Arms will have to compete with the type of food and the
pricing in the area, it can carve a niche for take-out coffee, children’s meals and afternoon tea
therefore giving an alternative destination to Starbucks, McDonalds and a tea room thereby
providing 5 significant selling areas, (a) coffee, (b) lunch, (c) afternoon tea, (d) children after
school and (e) suppers
I would market, as I have said, to the surrounding schools for (d). With regard to (b) I would
market surrounding businesses for lunches and expect to make our services known to about 500
businesses creating a possible volume of 1,000 which equates to 35 a day over a monthly period.
20
The children are absolutely key as having marketed to approx. 500 mothers, that is a possible
1,500 direct family members. If the children only attend once a month with a parent, that is 35 a
day. Also, having had a good experience, the number will extend to indirect family members and
friends in the area thereby creating additional volume. Also, I would expect the parents to visit
for supper without the children at least once a month being 35 people a day. I will also be target
marketing separately in Barnstaple, Great Torrington, South Molton and Exeter to about 2,000
people. If they only visit once a month that is a potential 71 people a day. With 5% of the
surrounding population target marketed therefore produces the potential of 176 people/children
per day. If 50% of the whole target market attend only once a month that is 88 a day. With the
Kids’ Club being successful and with 100% attendance rate of this target market group alone
brings 70 a day along with 33% of the other target market groups brings a daily possible total of
105. These figures do not include existing trade, passing trade, tourists and those people
attracted by radio and newspaper advertising and the internet. These figures also do not include
guests staying in the letting rooms.
Getting involved with children and locally with both villages of Burrington and Umberleigh and
local churches, I will be able to successfully promote the Inn to families and thereby ensure a
profitable business. I would also run family promotion days.
I would raise funds on family promotion days for children’s charities and to support any local
charities. Fundraising would commence with membership fees, e.g. each child that joins the
“Kids’ Club” their parents will pay min. £1 to the nominated charity per child. That is the potential
of £500 for that charity with 500 members of primary school age children expected. The charity I
have in mind to receive this initial fundraising is Make-A-Wish Foundation. This charity and
others would be supported throughout the year (see below). I would also initially run a marketing
campaign to promote upcoming events throughout the year and to market craft birthday parties
by the method shown below in aid of Birthdays and Make-A Wish.
The word would be spread with regard to take-out coffee and people will start to come in and
read a complimentary newspaper and work on their laptop and while they have popped in for
coffee it is a chance to tempt them with lunch or a piece of cake.
Therefore, I would conclude that having these businesses in direct competition nearby and taking
into account surrounding competition, will have no affect on the profitability of the business due to
its extremely diverse nature.
I believe 100% in my business plan, marketing strategy and products and services offered and
that this formula will be successful.
If, however, it becomes apparent that a certain
strategy/product/service does not appear to work then I will change and adapt as necessary to
ensure continued growth and profitability of the company, whilst keeping a watchful eye on my
competition and continued and regular marketing will be essential. I anticipate spending one day
a week on marketing/PR, developing relationships with local villages/business and affiliating the
Portsmouth Arms with a multitude of websites and promoting services and accommodation in
particular.
3
Marketing
I propose the following extensive marketing to be carried out in the major towns creating a
triangular area to include villages within this area upon completion:
Barnstaple/Great Torrington/South Molton and Exeter
On a Saturday (or busy market day) walk through the centre of town with helpers and advertise
the Inn, taking time to talk to the public making them aware of the services we offer, giving out
leaflets (see proposed leaflet and children’s leaflet) I envisage getting sweatshirts made with the
logos that appear on the proposed leaflet on the front and advertising the Portsmouth Arms (see
21
below for an example of sweatshirts & balloons). With four or five helpers, we would wear the
sweatshirts and give out leaflets, and balloons to children with the “Kids at The Portsmouth Arms
Inn, Burrington” logo.
Example of marketing sweatshirts and balloons
Local Village Centres
Pass advertising leaflets for display by prominent businesses, e.g. corner shop, post office,
village hall, village notice board etc.
Advertising in local newspapers covering North Devon and national newspapers
Advertising what the pub has to offer locals and visitors alike and how to get to us. Suggest that
they might like to come and take a look to write an article.
Internet
Spending time affiliating the inn to pub/restaurant/area/walker/cycling/accommodation guides and
updating existing entries. Creating the Portsmouth Arms Inn’s own website.
Local Radio
Get an interview or mention on local radio as to the inn opening, what it has to offer and where
we are located.
Surrounding Attractions
Arrange a reciprocal advertising scheme. We advertise them and they advertise us.
Business in the Area
Contacting local business in the area personally informing them of our services.
Primary Schools
Meet with Heads of Schools to make them aware of the services offered to parents/children.
Offer involvement in school either by way of helping with fundraising or perhaps
supporting/sponsoring a football/cricket/rugby team or drama/music/choir. Advertise “Kids at The
Portsmouth Arms Inn” to local communities and the local schools encouraging parents to bring
children to “tea time” for after school treats. Advertise “Kids at the Portsmouth Arms” to local
pre-school groups.
Church
Meet with local Church to discuss involvement with children and families.
charitable work and donations.
22
Also to discuss
Railway Stations
Traveling on the Tarka Line for its entire length wearing the sweatshirts and carrying some
balloons and leaflets would indeed be beneficial.
Business Associations
Join local business associations, rotary club, village associations etc. Contact local parish to be
included in newsletter/website. Contact local parish paper to be included.
23
(Initial
marketing
Is it your
Birthday?
Make a suggested
minimum donation to
Make-A-Wish of £10 and
receive a “Willy Wonka” chocolate
bar* and a “gold envelope” with a
surprise! (“Willy Wonka”
chocolate bars and “surprises” are
subject to availability)
Sorry! We don’t have tickets to
Willy Wonka’s Chocolate Factory,
nonetheless, the surprises may
consist of the following:
 Free Ice Cream Party
 Free invitation to one of our
Family Weekend Promotion
days
 Free Craft Birthday Party!
Happy birthday and may all your
wishes come true! Please do give
generously. Thank you.
*Willy Wonka chocolate bars are Hershey bars with a Willy
Wonka designed wrapping.
24
promotion)
The Portsmouth
Arms Inn, Burrington
Welcomes You!
Bring the family and friends for
traditional afternoon tea, elegantly presented
with specialty teas, a selection of finger
sandwiches, scones, clotted cream, jams, cakes
and tartlets. A special occasion? Celebrate with
a glass of champagne! Special children’s tea
available.
Open from 11.00 a.m. to 11.00 p.m.
Monday to Saturday. 12 noon to 10.30 p.m.
Sunday. Families welcome.
Lunches, light meals, children’s meals,
traditional afternoon tea, suppers and
introducing a fabulous Sunday brunch using the
best quality locally sourced produce. Specials
board. Serving food all day, every day.
Coffee and newspapers from 11.00 a.m.
(12 noon Sunday), Lunch/Sunday brunch:
12.00 a.m. – 3.00 p.m., Afternoon tea/children’s
hour: 3.00 p.m. – 6.00 p.m., Supper: 6.00 p.m.
– 9.30 p.m. (9.00 p.m. Sunday).
Picking the kids up from school?
Celebrating an achievement? Introducing “Kids
at The Portsmouth Arms” for treats, meals or
an “ice cream party” for kids (and adults too!).
Crafting available with meal purchase.
Children are encouraged to join the Kids’ Club
and to sign a code of conduct. Receive a 10%
discount card for Family Promotion Weekends
and Craft Birthday Parties for 12.
Mums with toddlers? Pop in for a
cappuccino. Under 4’s toybox. High chairs and
baby changing facilities.
Offering a selection of fine cask ales,
bottled ales, local ciders, beers, wines and
candlelit suppers in a relaxed and peaceful
setting. Warm your cockles in winter by our
roaring fire and enjoy al fresco dining in our
courtyard in summer with spectacular views of
the Taw Valley.
Stay with us. A romantic weekend, a
short break, a family holiday, on business or a
special occasion? Relax in beautiful
surroundings.
Dogs welcome with good natured and well
behaved owners!
How to find us: On the A377 between the
villages of Burrington and Umberleigh, 12
miles from Barnstaple. Large car park.
Fancy a ramble? Fabulous walks from and to
Portsmouth Arms. Ask for details. We look
forward to seeing you. Reserve your table
Don’t fancy a pint? Then pop in for a
coffee or a cup of tea and perhaps a piece of
home made cake. Delicious range of soft drinks.
Sit and relax with complimentary newspapers.
Wi fi. In a hurry? Takeout coffee &
sandwiches available. Picnics available to
order.
now: 07766 321063 quote
“Burrington”.
Private meeting room for 12 suitable for
business meetings with state of the art
equipment. A different venue for your meeting
with full catering available.
25
(marketing leaflet – children)
Hi boys and girls and welcome! We will be having lots of fun family weekends
and promotions and will be doing lots of fundraising for children’s and local charities . I
hope you will join the “Kids’ Club” and come and see us often.
For younger visitors, there will be a sheet of paper with a picture to colour on
one side and the other side will have some interesting stuff with perhaps a puzzle. We
will also have crafting available to primary/junior school age children when ordering food
offering different types of fun crafting for both boys and girls dependant on age and
ability. I hope you will enjoy crafting while you wait for your freshly cooked meal and
help yourself to an apple when you leave!
I want to write about three things.
The first is crossing the road for our
younger visitors. I have put together a little song to learn which will remind you to stop,
look and listen for traffic before crossing the road.
The Portsmouth Arms “Crossing the Road” Song
“I’m going to The Portsmouth Arms for something nice to eat,
I want to cross the road but I have to wait,
I have to look right, look left and look right,
Is it a
? Is it a
? Is it a
? YES!
SO I HAVE TO WAIT!
I’m going to The Portsmouth Arms for something nice to eat,
I want to cross the road but I have to wait,
I have to look right, look left and look right,
Is it a
? Is it a
? Is it a
SO I CAN SAFELY CROSS THE STREET!”
? NO!
The second thing is we need a name for the ice cream character that
advertises the “Ice Cream Party”. Can you think of a name? Later in the year we will
be having a writing competition for club members which will include the ice cream
character, and will publish the winning stories in a book in aid of charity.
Thirdly,
do you know any good jokes, interesting stories or would like to tell us of a special event
or news for your area that you would like to share? Our new and exciting interactive
website is currently being constructed but in the meantime you can e-mail me at
eedwards2009@live.com. Please remember to get your parents’ permission first! Bye
for now! Look forward to seeing you!
26
“KIDS AT THE PORTSMOUTH ARMS”
Join the “Kids’ Club” and receive an interesting and fun
newsletter quarterly, which will include some games, puzzles and
jokes, and be the first to know details of upcoming family promotion
days and “Kids at The Portsmouth Arms” events which you won’t
want to miss!
Just get your parents’ permission please to fill out the form
below with your contact details, give it to a team member when you
visit to try our new menu and receive your “Welcome Pack” including
a 10% family discount card that can be used for Family Promotion
Weekends and Craft Birthday Parties. Your details will be kept
private and used solely for the purpose of sending the quarterly
newsletter by e-mail or post and notification of competition winners,
prizes etc. in conjunction with “Kids at The Portsmouth Arms”
promotions and events.
Free to join but Parents please donate suggested min. £1 per
child upon joining to our chosen charity and your child will also be
entered into a prize draw. The winner selected at random will
receive a special invitation to one of our Family Promotion days. The
winner will be notified by e-mail/post/telephone. Good Luck!
_________________________________________
“Kids at The Portsmouth Arms, Burrington”
Club Membership Details
Print guest name:
Age:
Date of birth:
Address and E-mail address:
Telephone:
DECLARATION
I declare that when visiting “The Portsmouth Arms” I will follow
the “Kids at The Portsmouth Arms” code of conduct:



No running
No shouting
Be kind and considerate to others
Signed
Parent signature:
Club Member
Print Parent Name:
27
Date joined:
PROPOSED PROMOTIONS
HALLOWEEN – “tea at Hogwarts” - Harry Potter themed afternoon tea (see proposed leaflet
below) – staff in Harry Potter costumes with an appearance by a Dementor and Dobby.
THANKSGIVING – special supper menu to be advertised
CHRISTMAS – Special Christmas treats with a family day with Father Christmas (Victorian Father
Christmas costume). Arrange for Christmas Carol Singers on Christmas Eve (perhaps a local
group). A pleasant start to Christmas festivities for locals. Kitchen to close at 9.00 p.m.
CHRISTMAS DAY = special menu
NEW YEAR – New Year’s Eve banquet – string quartet or jazz band – close pub at 7p.m. to get
ready for banquet, min. £35 a head, ticket only, to include cocktail/canapés at 7.45 p.m., string
quartet at 9.30 p.m., banquet feast commence at 8.15 to 9.15 with light jazz/bond themes
background music, and “big band” background music at 10.45 p.m. leading up to a glass of
champagne and poppers at 11.45 p.m. just before midnight countdown. Last orders 12.15 a.m.
Close 12.30 a.m.
VALENTINE’S DAY (and Chinese New Year) – romantic suppers – afternoon tea weekend in
February.
PANCAKE DAY – (pancake “specials”) and history of pancake day for the children
ST DAVID’S DAY – with history and story of St David plus Daffodils. Welsh “specials” (welsh
lamb). Pub Quiz.
ST PATRICK’S DAY – with history and story of St Patrick. Irish “specials” (Irish stew). Pub Quiz.
EASTER – easter egg hunt for families with the Easter Bunny in costume on Easter Weekend.
Baskets and eggs.
ST GEORGE’S DAY – with history and story of St George. English “specials”. (bangers &
mash). Pub Quiz.
MAY DAY WEEKEND - MAD HATTER’S TEA PARTY – family day to promote afternoon tea to
children with croquet on the green (weather permitting), staff in Alice, Queen of Hearts and Mad
Hatter costumes.
WHITSUN WEEKEND – Pirate Tea and Treasure Hunt
MOTHER’S DAY (crafts for kids) - plus Harpist
FATHER’S DAY (crafts for kids) - plus JAZZ BRUNCH with a New Orleans style quartet in
boaters
Plus we will celebrate Beaujolais Nouveau 2012 Celebration Weekend for the adults. Also I
would introduce “Around the World Cuisine” themed weekends, particularly during the winter
months. A weekly quiz could be held also during the winter months. I have experience of hosting
such quizzes and have been told I have a radio 2 voice! Entrance fees would have an element of
an amount given to charity and a cash prize equalling the pot and also a bottle of wine as another
prize. This has been an extremely popular event.
Below are some proposed draft leaflets advertising some of the promotions listed above.
28
The Portsmouth Arms Inn,
Burrington
Valentine’s Day
Thursday, 14th February, 2013
Romantic suppers by candlelight.
Special three course supper
and a glass of bubbly £19.95 per person
No babysitter?
Bring the family and friends for traditional
afternoon tea and perhaps a glass of pink champagne?
Children will enjoy making valentine cards with the crafts provided.
Book now for afternoon tea/supper: 07766 321063
Let us make it a special day
for those that you love!
29
“Kids at The Portsmouth Arms”, Burrington
presents:
Family Promotion – May Day Weekend
“Mad Hatter’s Tea Party”!
Saturday, Sunday, Monday 4th - 6th May, 2013
Take tea with Alice and the Mad Hatter. A mix of Disney and Burton. Character masks for the
children. Alice In Wonderland decorations. Team in Alice, Queen of Hearts, Mad Hatter
costumes. Theatrical interludes! Enter into the prize draw. Enjoy a game of croquet on the green
with the Queen using flamingos and hedgehogs (not real ones)! Treat bags.
Fun and laughter for all the family!
Traditional Afternoon Tea, including finger sandwiches, scones, cakes and tarts. Specialty
teas/coffee for adults and squash for kids included.
Cost of child’s afternoon tea £6. Children must be accompanied by adult who purchases afternoon
tea for £12. Under 3 free.
Additional fee of £3.50 per child with booking and purchase of Afternoon Tea (subject to
availability) and a suggested min. donation per child of £1 to charity for entry to the prize draw.
Several prizes available including merchandise from the Tim Burton film.
For the additional fee of £3.50 your child will receive a mask, a treat bag and join the Queen after tea for a
fun game of croquet using flamingos as mallets, hedgehogs as balls and giant playing cards for hoops! If
raining croquet will be replaced by a quiz and indoor games. Treat bags only suitable for age 3+.
Three sittings 12 noon, 2.45 p.m. or 5.15 p.m. on Saturday, Sunday and Monday.
Booking and payment of additional fee (non-refundable) in advance required. Limited spaces.
Telephone: 07766 321063 to book now – quote “Mad Hatter”
Introduce children to the pleasures and tradition of afternoon tea.
We look forward to seeing you!
30
“Kids at the Portsmouth Arms”, Burrington
presents:
Family Weekend Promotion – Easter
“Egg Hunt with the Easter Bunny!”
Good Friday, Easter Saturday, Sunday & Monday
29th March – 1st April, 2013
Come and meet the Easter Bunny and join the Egg Hunt on the green!
Complete the obstacle course to find coloured eggs filled with favours. Prize
Draw in aid of charity. Win a Fortnum & Mason Easter Activity Hamper.
Crafts for the children. Fun for all the family!
Traditional Afternoon Tea, including finger sandwiches, scones, cakes and
tarts. Specialty teas/coffee for adults and squash for kids.
Cost of child’s afternoon tea £6. Children must be accompanied by adult who
purchases afternoon tea for £12. Under 3 free.
Entry to the Egg Hunt £3.50 per child with booking and purchase of Afternoon Tea (subject to
availability) and suggest min. £1 donation to our nominated charity per child for a chance to win
the Hamper.
Egg Hunt favours suitable for age 3+ only. Special hunt and adjusted obstacle course for
under 3’s can be provided. Please request when booking.
Three sittings 12.30p.m., 2.30p.m. and 4.30p.m.
Telephone: 07766 321063 to reserve your table now quoting “Egg Hunt”.
Limited spaces.
Booking in advance required.
Introduce children to the pleasures and tradition of afternoon tea.
We look forward to seeing you!
31
“Kids
at The Portsmouth Arms”, Burrington
presents:
Family Weekend Promotion - Whitsun
“Pirate Tea and Treasure Hunt”
Saturday, 25th and Sunday, 26th May, 2013
Pirate hats for the children. Pirate themed decorations. Staff in pirate
costumes. A fun afternoon for all members of the family!
Get fed and watered at “The Portsmouth Arms” before you begin your
quest for treasure! Enjoy Traditional Afternoon Tea, including finger
sandwiches, scones, cakes and tarts. Specialty teas/coffee for adults and
squash for kids included
Cost of child’s afternoon tea £6. Children must be accompanied by adult
who purchases afternoon tea for £12. Under 3 free.
Additional £3.50 fee* per family member for entry to the treasure hunt. Under 3
free as booty suitable for age 3+ only. Please make a generous donation to our nominated charity
and get double the chance to win the magnificent “Black Pearl”!
Four sittings (be prompt) 12.30 p.m., 2.00 p.m., 3.30 p.m. or 5.00 p.m. on Saturday& Sunday.
Payment of entry fee, booking in advance and deposit required. Non-refundable unless you cancel
more than 7 days in advance. Limited spaces. Telephone: 07766 321063 to book now. Please note:
entry to the Treasure Hunt is only available with booking and purchase of afternoon tea. The Treasure Hunt is
specifically for families so children must be accompanied on the Treasure Hunt. * “Kid’s Club” discount is not available on
the entry fee. Each child receives a hat, adults a bandana and each child gets an empty party bag to fill with 8 pieces of “booty” to be
collected along the way, together with a “memento” for taking part and 1 entry per family member to the prize draw. Families in the
winning team receive a gift for the whole family to enjoy.
Rules
Treasure Hunt commences after tea. Families will join each other to be placed into a total of three teams,
red, black and blue and given a coloured wristband.
There are 8 each of red, black and blue coloured “clues”, e.g. the red team look at the red clues, the blue team
look at the blue clues etc. Each team will have a key, compass and a map! You will now receive your first
clue and piece of booty. The adventure begins!
Remember to wear good walking shoes, dress up warm and bring your wellies and brolly if it is raining!
Pirates hunt for treasure in all weather day and night! It may be a good idea to bring a torch if you are
attending the 5.00 p.m. session (suitable older children). All the clues are hidden easily within walking
distance from “The Portsmouth Arms”. A chance to get some fresh air, enjoy one of the smallest villages in
North Devon and have some family fun together! Approx. time to find all “clues”: 1 hr 30 mins.
Children each collect 8 pieces of “booty” along the way. Important: Only one piece of “booty” per child
to be taken where each “clue” is found unless stated otherwise and make sure you take the correct team
coloured “clue” and the correct amount of booty or you will be disqualified!
Having returned to “The Portsmouth Arms” and collected all 8 clues in your team colour, the winning
team will receive a prize for each participating family in the winning team. Each child 3+ will receive a
memento for completing the Treasure Hunt and complimentary soft drink and cookies. Remember, it is not
the winning but taking part that counts! Good Luck!
32
“Kids at The Portsmouth Arms”, nr. Umberleigh
presents:
Halloween Family Weekend Promotion
“Afternoon Tea at Hogwarts”!
Saturday & Sunday, 27th - 28th October, 2012
Harry Potter themed decoration. Staff in Harry Potter costumes. Will
you be in the Slytherin, Gryffindore, Ravenclaw or Hufflepuff House?
Wear the Talking “Sorting Hat”.
Traditional Afternoon Tea prepared by the house-elves, including finger
sandwiches, scones, cakes and tarts. Specialty teas/coffee for mums/dads
and squash for kids. Bertie Bott’s flavoured beans and
Chocolate Flies
Appearances by a Dementor and Dobby. Test your knowledge.
Harry Potter Quiz.
Entry into the Prize Draw. Treat Bag (subject
to availability) with purchase of child’s afternoon tea for £6. Children must
be accompanied by an adult who purchases afternoon tea for £12.
Four sittings 2 p.m., 3.45 p.m., 4.45 p.m. or 6.00 p.m. on Saturday & Sunday
Booking in advance required. Limited spaces. Telephone: 07766321063 to book now.
No booking – no treat bag!
NB: Under 3’s free. Must be age 3+ to receive Treat Bags due to small parts
We look forward to seeing you!
33
“Kids at The Portsmouth Arms”, nr. Umberleigh
presents:
HARRY POTTER QUIZ
What is your christian name
……………………………………….
What is your surname
.……………………………………...
How old are you?
……………………………………….
How can I contact you?
Telephone no.…………………………………
E-mail address…………………………………
Please circle the correct answer
1.
2.
3.
4.
5.
6.
What is the name of Harry’s school? A Hogwarts, B Hogboils or C
Hogspots
What is Hermione’s last name? A Ranger, B Grainger or C Danger
What platform did Harry catch the Hogwart’s Express? A 9½, B 3½ or C
6¾
What house is Harry Potter in? A Slytherin, B Hufflepuff or C Gryffindore
What is Ron’s last name? A Beasley B Teasley C Weasley
What is Hagrid’s dragon called? A Norbert B Egburt C Sherbert
You will be entered into the prize draw. All entries will be placed in the sorting hat. The
draw will take place at 6.45 p.m. on Sunday, 28th October when an entry will be
randomly selected from the hat. The winner will be notified by telephone and e-mail.
Good Luck!
34
JAZZ & CLASSICAL MUSIC LOVERS!
2012
2013
New Year’s Eve Banquet with
String Quartet
The Portsmouth ArmsInn,
Nr. Umberleigh
Ecample Menu
Upon arrival
Cocktail and canapés
Starter
Cold buffet
Main
Chicken breast in a mushroom and white wine sauce
or
Poached Salmon fillet
or
Vegetarian chili con carne
With
A selection of seasonal vegetables/potatoes/rice
Dessert
Cheesecake/Lemon tart/Fresh fruit salad/Cheese and biscuits
Coffee and chocolates
Just before Midnight
Glass of bubbly, party poppers and blowers
Please arrive at 7.45 p.m. prompt for cocktails and canapés. Please show invitation at door. Jazz/swing
background music. Banquet commences at 8.30 p.m. Classical concert with string quartet will begin at 9.30
p.m. with a 10 min. interval at 10.10 p.m. 10.50 p.m. concert ends. Big band/swing background music
counting down to midnight. Last orders 12.15 a.m. Ticket only, booking and payment in advance required
(please let us know your choice of main course). Price includes cocktail, glass of bubbly, three course meal,
coffee and classical concert. Book now. Limited space. All timings are approximate.
£35.00 per person
35
“Kids at The Portsmouth Arms”, nr. Umberleigh
Family Days
presents:
Meet The Portsmouth Arms’ Victorian
Father Christmas!
2.00 p.m. to 6.00 p.m. Saturday, 1st December, 2012
and Saturday, 8th December, 2012
Pop in for something nice to eat,
A basket meal, afternoon tea or an ice cream treat,
Meet Santa and chat a while,
He will make every boy and girl smile,
For if you have been very, very good,
As all boys and girls should,
You will receive a little gift, just for you,
and he will make your Christmas wishes come true!
Meet Father Christmas at 2pm, 3pm, 4pm and 5pm
Bring the kids for a basket meal or afternoon tea.
Please
donate min. £1.00 pound to Charity for each child
and receive a token to meet Santa. Free gift.
Limited spaces. Book now!
We look forward to seeing you!
36
The Portsmouth Arms Inn, nr.
Umberleigh
Christmas Eve 2012
Carol Singers 7.30pm
Come and join the Christmas Festivities at the Portsmouth
Arms, Burrington, Umberleigh. Sing along to your
favourite carols.
From all of us at The Portsmouth Arms we wish you a very happy
Christmas!
Closing early on Christmas Eve
37
The Portsmouth Arms Inn, nr.
Umberleigh
Special Thanksgiving Supper
Thursday, 15th November, 2012
Can’t make it home for Thanksgiving? Then come
home to The Portsmouth Arms for turkey and all the
trimmings and pumpkin pie.
Booking advised. Telephone 07766 321063 now
to reserve your table.
We look forward to seeing you!
38
4
Management
I have worked for a number of years in the legal field and financial markets sector, and also have
over 5 years experience in the licensed trade. For the last two years I have worked front of house
for a major brewery in Dorset, and have gained a great deal of knowledge regarding the licensed
trade, daily operation and management. The training that I have undertaken is all part of an
ongoing process so that my understanding of the licensed trade is always at the cutting edge. I
have great attention to detail, am a hard working, focused and passionate person, with the drive
and commitment to succeed.
Battens Solicitors, Weymouth are being instructed to deal with all the legal work in relation to the
business and Albert Goodman, Chartered Accountants. A company will be formed to conduct
the new business. The Accountants will tailor a package specifically for the business including:
 Complete accountancy service
 Support and advice
 End of year accounts
 VAT
 Tax returns
 Payroll and PAYE, etc.
I would make use of the local Catering Colleges for possible staff, particularly over holiday and
summer periods, and a young, dynamic, skilful and passionate chef with common sense and
good organizational skills could be hired locally.
The chef would ideally have a VRQ2
Professional Diploma in Catering, who will be well qualified and have the technical capabilities
and creative ability to produce simple but elegant meals for suppers and thereby enabling the
business to compete successfully, as well as the appropriate skills and presentation for lunches,
afternoon tea and children’s meals. From a sandwich to a three course meal, everything needs
to be prepared and presented to perfection.
A great website for advertising for chefs and front of house staff is workabout.co.uk and would
utilise this website for staffing requirements as well as local and national advertising. I have
been in contact with Petroc, formerly known as North Devon College, with regard to
apprenticeships and it is possible to employ a trainee chef as an apprentice giving them the
opportunity to gain work experience and attend college on day release. The apprentice would
train under the Head Chef.. Petroc is a large tertiary college providing a wide range of vocational
and academic further education for more than 3,000 young people over 16.
The only existing staff member at the Portsmouth Arms is a lady called Michelle who lives locally.
She works at the Portsmouth Arms on a very limited basis but when speaking with her on my site
visit she said that she would be very interested to continue to work at the Portsmouth Arms. She
holds a Personal Licence and is qualified in cellar management.
A team member with whom I have worked with has made it known to me that she would be
interested in the position of housekeeper and also happy to assist in other areas. I have also
received interest from an Assistant Manager who has said he is interested in working with me. I
also have other contacts, including chefs, with whom I have also worked with.
Having experienced staff accommodation first hand and having lived with chefs and other staff, I
believe it is essential for accommodation to be made available to ensure the smooth running and
continuity of the business and due to its rural location.
An employee living in staff
accommodation would have approx. £32 a week deducted from their wages. This £32 per person
would be utilised to offset the rental and utility costs. An example of a four bedroom house rental
in Umberleigh is £750 per month. Approximately £600 therefore would be offset against cost of
rental and bills, altogether estimated at £1,000 monthly. Cost to the company would therefore be
in the region of £4,000 per annum for accommodation.
39
I would commence the business employing six staff to include a full time chef, an
assistant/trainee chef, two full-time team members who will be willing to train and learn different
aspects of the trade and assist in both front of house and back of house when required, a
housekeeper for the letting rooms and gardener/handyman will also need to be employed parttime and advertising will attract further part-time staff as required.
I will be involved 100% in the day to day running of the business with a good team beside me,
having the right balance of skills, drive and experience to enable the business to succeed.
We therefore know the following:
 Product – we are diversified and competitively priced
 Branding – we have clear branding
 Marketing – we know our target market
 Competition – we know our competition and are competitive
 Sales – we will set the stage creating the correct ambiance and level of service
What do I offer? An extremely diversified skill set and experience incorporating:

A business acumen
 Commitment
 Hard working
 Market and product knowledge
 People skills
 Organizational skills
 Desire
 Integrity
 Ambition
 Dedication
 Creativity
 Able to think “outside the box”
 Attention to detail
 Common sense
 Logical
40
SWOT Analysis
Strengths
















Location, Location, Location
Strong local communities
Views over beautiful countryside
Outside dining space
Historic picturesque building – Talking point
Strong product
Huge tourist location
Car Parking
Dog friendly
Proximity to North Devon Coast/Exmoor/Somerset/Dartmoor
Hundreds of local holiday lets & B&B’s
Massive food trade opportunity
Growth of population in high season
Destination Venue – allowing opportunity to grow
Large servery – Great trading areas inside
Large open fire
Weakness












Local reputation
Seasonal trading patterns
Access in bad weather
Lack of football
Transient teams
Internet reviews
Lack of local marketing/awareness
Disabled access
Lack of attention to detail
Limited public transport links
Inconsistent food quality
Inconsistent customer service
Opportunities
Market Characteristics




Devon’s key domestic markets are London and the Southeast, the East and
West Midlands.
Most day visitors to the county come from within the South West. Visitors
stay an average of 5.8 nights in Devon.
79% of visitors used their car to travel to Devon during the main season.
Devon’s visitor age profile has greater proportions in the 35-44 age groups
and noticeably fewer visitors aged between 16 and 24.
41

Family groups with children account for 29% of visitors. Adult couples (i.e.
two adults, no children) account for 51% of visitors
North Devon has a population of 85,000 + which more than doubles in high
season, using the above information we can see how the tourist population is
made up.
















Target measurable marketing to the above age groups and locations
Build a database of customers to involve direct marketing
Social network marketing ie. Facebook/Twitter/My Space
Work on individual web-site to enable local marketing & promotion
Use smaller ongoing events such as coffee mornings/Rotary meetings etc
to involve locals in the business
Build relationships with local B&B’s, holiday park owners/managers
Promote with-in self catering cottages/farms locally
Promote lunch box/takeaway coffee sales for walkers
Build relationships with local tourist offices North
Devon/Barnstaple/Exmoor/Exeter etc.
Live Music/Theatre events
Establish a robust standard of service for site specific training
Train and develop teams in customer service
Improve controls and attention to detail
Involve The Portsmouth Arms in local schools sports team sponsorship
Use all merchandising space to promote sales
Outwardly encourage feedback to enable improvements & increase sales
Threats







Local Business competition
Weather dependent
Recruitment in high season
Local public transport links
Parking in high season
Reputation
Consistency
42
5
Financial Forecasts
Start-up Capital Requirement
To include acquisition of lease
Stamp Duty
Three months rent in advance:
Est. wet/dry stock at valuation:
Extra demand food stock for first month - overtrading
Extra demand wet stock for first month - overtrading
Solicitors’ fees
Surveyor
Initial advertising, extensive marketing/PR, extra general
equipment, extra catering equipment
and promotions for next 12 months including string quartet,
harpist and jazz band estimated at:
Cafe Society – coffee machine
Working capital
Office/computer equipment/installation of tills - EPOS
Website
Deposit for staff accommodation rental:
Company car plus 4 wheel drive
Additional furniture and furnishings for letting rooms
Painting/indoor and outdoor general maintenance/essential
works
12 seater table and chairs
Total:
49,950.00
4,995.00
4,500.00
5,000.00
3,500.00
2,800.00
3,000.00
2,000.00
10,000.00
4,000.00
15,000.00
4,000.00
3,000.00
750.00
8,000.00
1,500.00
1,500.00
1,500.00
124,995.00
Notes on start-up capital requirement
The £10,000 budget requirement for initial advertising, extensive marketing etc. is made up
approximately as follows:
Marketing material (Zazzle) and advertising:
3 tier cake plates/china tea service & ancillaries
Sur La Table – burger baskets/liners/ice cream
carousels/tablecloths/specialist items
Live music x 3
Nisbets Catering – extra crockery/utensils/kitchen
equipment
£2,000
£ 500
£1,000
£1,500
£5,000
£10,000
After looking at several providers of coffee machines, Cafe Society is preferred, providing a
package with an amount of coffee, crockery and marketing material. The package in effect
means the coffee machine will pay for itself.
The office equipment/EPOS requirement of £4,000 is made up of several components to ensure
efficient working practice and for effective and efficient record keeping in terms of
sales/stock/reporting. I envisage 2/3 EPOS units and associated wireless kitchen printer at
approximately £2,000 (South West Systems UK). The office will need to be set up with furniture,
a main computer and printing equipment together with a secondary laptop/notebook. An efficient
telephone system will need to be installed together with an internet connection and an efficient
wireless connection throughout the property/adjacent building. The lounge incorporating the 12
seater table will need a conference telephone and a wall mounted television that can be used as
a computer screen. A pager system will also be required using Smart Paging Systems.
43
1.
£765 pcm
4 bedroom semi-detached house to rent Chulmleigh Devon EX18 7BQ
A semi detached modern village house offering spacious FOUR BEDROOM AND TWO BATHROOM unfurnished accommodation benefiting from Double Glazing and Electric
Heating with Enclosed Rear Garden. Available 18th May 2012
Above is an example of a four bedroom property available (Right Move) to rent 4 miles from
Portsmouth Arms which is in an ideal location. Accommodation will be unfurnished and second
hand furniture can be obtained at minimal cost.
With regard to the £8,000 budget for cars, due its rural local it is essential that a 4 wheel drive is
acquired together with a run about/team vehicle to be used for business errands/banking/team
conveyance. A reliable and economical vehicle is required for this purpose and ex-hire cars are
available, for example, from a Dorset rental company, an example of which is below:
2009 (09) PEUGEOT 107 1.0 Urban 5 Doors Hatchback
Make PEUGEOT
Model 107
Variant 1.0 Urban
No. Doors 5
Body Style Hatchback
Engine Size 998cc
Fuel Type Petrol
Trans. Type Manual
Mileage 51482 miles
Ins. Group −
Colour ZIRON SILVER
Year 2009
Date of Reg 31 March 2009
Reg Letter 09
Registration HV09FVX
Stock No. −
Description
1 Registered Keeper, Service History, BUY THIS VEHICLE FROM AS LITTLE AS £24.00 A WEEK
− T and C's apply − Central Locking, Front Electric Windows, ABS, Power Steering, Drivers Airbag,
Passenger Airbag, Cloth Interior, Stereo/CD Player, Heated Rear Screen, Maunfacturers Alarm and
Immobiliser. Service History − serviced and maintained in our garages using genuine Peugeot
Parts. Remainter of Warranty left on this vehicle − end March 2012. For further information
telephone Andrew Wright on Freephone 08000 46 78 78. FINANCE DEALS AVAILABLE −
QUOTATIONS / WRITTEN DETAILS ON REQUEST − SUBJECT TO STATUS.
Price − £4495
With regard to a website it is important that a professional website is created as soon as possible
and it is envisaged using a local company to do this work.
44
To raise £125,000 capital a 49% shareholding in the company is offered. The capital could be
treated as a loan and yearly interest paid at 8%. It is envisaged an exit would be available after,
say, three years when the company could buy back shares. With target marketing having been
carried out and with continued marketing, it is envisaged that the figures shown in the P&L and
Cashflow Summary are reasonably obtainable. No credit will be taken and no additional
expenditure will be undertaken.
Current Accounting Information
The tenants, Deeanne Veysey and her partner, Duncan Anderson, have run the Portsmouth
Arms for the past four years basically single handed, with very little help. Deeanne appears to do
everything including the cooking. Attached are the last three year’s trading accounts.
Cashflow Projections
The trading areas/restaurant have the capacity for approximately 100 covers inside and 80
outside and therefore there is much scope for increasing turnover. See attached for my cashflow
analysis to see how the figures below are arrived at.
THE PORTSMOUTH ARMS INN: PROFIT & LOSS REPORT 2012/2013
SALES
Liquor
Food
Accommodation
Promotions
Meetings/Parties
Sub-Total -
£
150500
188125
30400
14800
5400
389225
GROSS PROFIT
Liquor
Food
Accommodation
Promotions
Meetings/Parties
Sub-Total -
£
90300
109275
30400
14800
5400
250175
LABOUR COSTS
Labour
Sub-Total -
£
83631.72
83631.72
OPERATING COSTS
Administration Costs
Licence, Utility & Service Costs
Repairs & Renewals
Sub-Total -
£
28200
47964.1
15203
91367.1
45
RETAIL PROFIT -
75176.18
RETAIL REVENUE COST
Sales - Liquor
Sales - Food
Sales - Accommodation
Sales - Promotions
Sales - Meetings/Parties
Sales -
150500
188125
30400
14800
5400
389225
COS - Liquor
COS - Food
Cost of Sales -
60200
78850
139050
Wages
Holiday/Cover
NI
Labour Costs -
66999.96
8040
8591.76
83631.72
Car Costs
Staff Accommodation Costs
Council Tax
Recruitment
Training
Uniforms/Protective Clothing
Stationery
Telephone
Postage/Carriage
Prof/Consult Fees
Streamline
Oil
Calor Gas
CO2/Nitrogen
Electricity
Coal & Logs
Waste Disposal
Property Rent
Rates
Liquor Licence
Other Licences
Building Repairs/Maintenace
Gardening
Pest Control
Maintenance/Service/Cleaning Contracts
2000
3961.92
1382
500
1000
500
500
800
500
7200
700
1200
1000
1150
6000
700
600
18000
2960.16
375
288
3000
900
320
3000
46
Insurance
Glasses
Crockery/Cutlery
Lighting
Cleaning Materials
Window Cleaning
Cooking Oils
Customer Newspapers
Team Party Pot
AGM
Crafts
School Sponsorships
Loan Interest 8%
Children's Play Area
Local Press Advertising
Other Advertising
Operational Costs -
1992
500
1500
303
2400
875
165
1095
1200
1200
3900
1200
10000
6000
200
300
91367.08
Current State of Repair
The property appears in a good state of repair (subject to survey) both exterior and interior.
However, the kitchen will need some attention and there are two areas that I would immediately
enhance, one being the ladies and gents toilets. These can easily be enhanced by redecoration
at little cost. The second area is external appearance. The photographs at the commencement
of this document do not do the property justice. However, it would be extremely beneficial to
give the outside a facelift by a fresh coat of paint, a different colour, perhaps a pale blue, with the
installation of window boxes/hanging baskets/planters/climbing roses/topiary.
The costs
associated with these enhancements have been budgeted for.
The kitchen is going to need a major refurbishment at some stage in the future but can be done
over a period of time. This is something I will discuss with the Landlord as to whether the
Landlord will contribute to the cost of such refurbishment and/or keep the rent at a reduced rate
for a period of time. The equipment will be tested, serviced and service/maintenance agreements
will be put in place. The walk in fridge is currently not working and I have obtained a quote for the
installation of a canopy and a gas interlocking system. This will ensure the safety of the kitchen
appliances and CO2 levels and in compliance with Health & Safety regulations. The cost of walkin fridge repair and canopy installation etc. will be reflected in a reduced offer.
Potential
The Portsmouth Arms Inn presents huge potential. It may be possible to attract shooting parties
over the winter months. It may be possible to attract corporate parties. It may be possible to
affiliate with a coach company on day trips to nearby areas offering coach parties an afternoon
tea/rest stop for example. These avenues and others will be vigorously explored.
47
The turnover is based on approximately 80 people per day walking through the door and this
number has been reduced/increased accordingly in the cashflow summary budget to take
account of the seasonal fluctuations. This is extremely reasonable and attainable in my opinion.
There is much scope to continue to increase turnover in coming years and thereby reaching full
capacity.
Risk
The lease is fully insuring and repairing and the appropriate insurance will be taken out with
regard to property, fixtures and fittings to include personal belongings, liability, theft, fire, flood
etc.
Insurance is also provided in case the inn has to close for repair due to theft, fire, flood, etc. and
cash amounts kept in a safe overnight are insured up to a certain sum.
A surveyor will be instructed to conduct a comprehensive survey of the property.
See below for a brief summary of the organization and work required to be ready to trade at the
levels shown in the Cashflow Summary:
48
ORGANIZATION PRE AND POST COMPLETION
LEGAL

COMPANY FORMATION

ISSUE SHARES

LEASE PURCHASE
BANKING

COMPANY BANK ACCOUNT
PERSONAL LICENCE

BOOK COURSE
ACCOUNTANTS
SURVEYOR
VISIT LOCAL BREWERIES/WINERIES AND SUPPLIERS
FINAL DETAILED MARKET RESEARCH FOR PRODUCT AND TARGET MARKET
ORGANIZATION POST EXCHANGE OF CONTRACTS/COMPLETION
SET UP OFFICE
COMPANY CAR
FURNITURE AND FURSHINGS FOR ACCOMMODATION
EMPLOYMENT

CHEF

LOOK INTO ASSISTANT CHEF/TRAINEE/ APPRENTICESHIP PLIS FRONT OF HOUSE STAFF FROM LOCAL COLLEGE

POT WASH

PART-TIME FRONT OF HOUSE

CLEANER

GARDENER/HANDYMAN

PERSONAL ASSISTANT/SECRETARY FOR 2 WEEKS TO ASSIST WITH MARKETING/ADMIN/DELIVERIES/BOOKINGS
EXTERIOR AND INTERIOR WORKS TO BE DONE

SKIP HIRE

GET RID OF RUBBISH

MAJOR CLEAN OF KITCHEN AND ALL AREAS INSIDE AND OUT

CLEAN CARPETS AND CURTAINS

PAINT EXTERIOR OF BUILDING

FLOWER BASKETS AND PLANTING

RE-STAIN ALL WOOD

PATIO CLEANED AND TIDIED

ORDER ANY ADDITIONAL PATIO FURNITURE AND PARASOLS

INSTAL BABY CHANGING

ORDER EXTRA TABLES FOR INSIDE IF REQUIRED

ORDER WAITRESS STATIONS

ORDER 12 SEATER TABLE AND CHAIRS

BOARDS FOR ADVERTISEMENT OUTSIDE

BANNERS FOR OUTSIDE
OFFICE/FILES

SUPPLIER INFORMATION

EQUIPMENT

ORDERS

INVOICES/DELIVERIES

STAFF FILES

PAYE

ACCOUNTING

V.A.T.

FRONT OF HOUSE ADMIN FILES

BACK OF HOUSE ADMIN FILES

DAILY SALES SHEET AND DAILY ANALYSIS

WEEKLY SALES SHEET AND WEEKLY ANALYSIS

MONTHLY SALES SHEET AND MONTHLY ANALYSIS

ACCOUNTING SHEETS

STOCKTAKING SHEETS

BANKING

£200 TILL FLOATS X 2

CHANGE

BUDGET AND TARGET FORECASTS

UTILITY BILLS AND PAYMENTS

IN AND OUT TRAYS
49

STAFF CONTACT LIST

SUPPLIER CONTACT LIST

WALL CALENDAR

BACK UP STAFF PLAN
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BACK UP ORDERING PLAN
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BACK UP STORAGE PLAN
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EMERGENCY PLAN
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ADVERSE WEATHER PLAN
KITCHEN PRE-SET UP WITH CHEF INPUT
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ADAPT KITCHEN AND ORGANISE LAYOUT TO ACCOMMODATE EFFICIENT AND SAFE
WORKING/MENU/PREP/STORAGE/POT WASH/NEW APPLIANCES/RECEIPT OF ORDERS/BUZZER SYSTEM
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ORDER APPLIANCES
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LOOK INTO SUPPLIERS
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FINALISE ROUTE AND PROCEDURE FOR WAITING STAFF TO COLLECT MEALS FROM KITCHEN TO TABLE AND THEN FROM
TABLE TO POT WASH
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FINALISE MENUS AS TO STORAGE AND PREPARATION/WORKING AREAS/EQUIPMENT REQUIRED
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FINALISE COSTING OF MENU AND EQUIPMENT
KITCHEN POST-SET UP INCLUDING CHEF’S INPUT AND RESPONSIBILITIES
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ORDER REST OF KITCHEN AND CATERING EQUIPMENT
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SET BUDGETS
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HEALTH & SAFETY ISSUES
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PREP PROCEDURE
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CLOSE DOWN LIST
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DAILY/WEEKLY CLEANING LIST

KITCHEN STAFF ROTA
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ORDERING PROCEDURE
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DELIVERY PROCEDURE
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STORAGE PROCEDURE
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STOCK ROTATION
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STOCKTAKING
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STAFF TRAINING
BAR SET UP

ORGANISE LAYOUT OF GLASSES, STORAGE, GLASS COLLECTION POINT & ICE MACHINE
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COFFEE STATION
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ORDER COFFEE MACHINE
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BOTTLE FRIDGE
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WINE FRIDGE

ADDITIONAL SHELVING ALONG BACK BAR

COMPUTERIZED TILLS TO BE INSTALLED

CREDIT/DEBIT CARD FACILITIES FOR GUESTS

ORDER EXTRA GLASSES
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ORDER ANCILLARIES
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SET BUDGETS

HEALTH & SAFETY ISSUES

BAR SET UP LIST
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MID SHIFT LIST
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CLOSE DOWN LIST

DAILY/WEEKLY CLEANING LIST

ORDERING PROCEDURE

DELIVERY PROCEDURE

STORAGE PROCEDURE

STOCK ROTATION

STOCKTAKING

STAFF TRAINING
FRONT OF HOUSE

HEALTH & SAFETY ISSUES

FLOOR SET UP LIST

MID SHIFT LIST

CLOSE DOWN LIST

DAILY/WEEKLY CLEANING LIST

FRONT OF HOUSE ROTA

TABLE BOOKINGS DIARY
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TABLE BOOKINGS DAILY SHEET
PREPARE WAITRESS STATIONS
TABLE SET UP
TABLE NUMBERS
MENUS
CANDLES
SPECIALS BOARD
APPLE BASKET
INFORMATION
AREA FOR TOY BOX AND HIGHCHAIRS
KID’S CLUB INFORMATION
CRAFTS/COLOURING STORAGE
STAFF TRAINING
KID’S CLUB

DATABASE

WELCOME PACKS

COLOURING SHEETS

CRAYONS

ORDER CRAFTS

BIRTHDAY PARTIES

DELIVERY

STORAGE
MARKETING/ADVERTISING

FINALISING MARKETING MATERIAL AND PRINTING

ORDER MERCHANDISE

BUSINESS DATABASE

COMMENCE MARKETING AND ADVERTISING PLAN
LETTING ROOMS

BOOKINGS DIARY

GUEST DATABASE

ORDER NECESSARY ITEMS/CONSUMABLES FOR LETTING ROOMS

WASHING MACHINE

TUMBLE DRYER

IRON PRESS

DAILY/WEEKLY CLEANING SCHEDULES

ORDER ANY ADDITIONAL FURNITURE REQUIRED
READY TO TRADE
Elizabeth Edwards
Telephone: 07766 321063
E-mail: eedwards2009@live.com
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