THE LOST CHAPTER
Written by: Isabelle Göbel, Raweno Klaassens, Jacques Steenkamp
Date: 11/04/2020
Location: Tio University of Applied Sciences Amsterdam
Course: HEMe2
Lecturer: Sander Smits
Isabelle Gobel 1
Jacques Steenkamp
Raweno Klaassens Food & Beverage
,Table of Contents
1.1 Reason for starting business: .......................................................................................................................................................................................................................... 3
1.2 Business Concept Description ........................................................................................................................................................................................................................ 4
Personnel.............................................................................................................................................................................................................................................................. 5
Guest Impressions ............................................................................................................................................................................................................................................... 5
Target Group ........................................................................................................................................................................................................................................................ 5
Layout and Atmosphere: ..................................................................................................................................................................................................................................... 5
Unique Selling Proposition (USP) ...................................................................................................................................................................................................................... 6
Unique Buying Reasons (UBR) .......................................................................................................................................................................................................................... 6
Location ................................................................................................................................................................................................................................................................ 6
1.3 Zoning Plan .......................................................................................................................................................................................................................................................... 7
1.4 Trade Name and Logo ........................................................................................................................................................................................................................................ 9
1.5 Type of Business .............................................................................................................................................................................................................................................. 10
1.6 Menu card and wines/drink list ...................................................................................................................................................................................................................... 11
1.6.1 Menu Card ......................................................................................................................................................................................................................................... 11
1.6.1 Menu Card (first draw) ............................................................................................................................................................................................................................. 12
1.6.2 Wines and Drinks List (first draw) ........................................................................................................................................................................................................... 13
1.7 Preliminary Operations Budget...................................................................................................................................................................................................................... 16
1.7.1 Determining Cost Price ............................................................................................................................................................................................................................ 16
1.7.2 Preliminary Operations Budget ............................................................................................................................................................................................................... 20
1.9 Legislation .......................................................................................................................................................................................................................................................... 25
Focus Area 2: Marketing ................................................................................................................................................................................................................................................ 27
2.1 Sector research ................................................................................................................................................................................................................................................. 27
2.2 DESTEP Analysis: ............................................................................................................................................................................................................................................. 30
2.3 Target Group Grouping & Segmentation Analysis .................................................................................................................................................................................... 36
2.4 Competitor analysis.......................................................................................................................................................................................................................................... 39
2.5 SWOT Analysis .................................................................................................................................................................................................................................................. 42
2.6 Confrontation Matrix ........................................................................................................................................................................................................................................ 43
2.7 Mission and Vision ........................................................................................................................................................................................................................................... 45
2.8 Marketing Mix: 7 P’s ......................................................................................................................................................................................................................................... 46
2.9.1 Marketing Promotion Plan and Budget ..................................................................................................................................................................................................... 54
2.9.2 Develop a website .......................................................................................................................................................................................................................................... 55
Focus Area 3: Operations.............................................................................................................................................................................................................................................. 58
3.2 Wine and Snack Menus.................................................................................................................................................................................................................................... 59
3.3 Purchase and Selling Price Determination .................................................................................................................................................................................................. 60
3.4.1 Layout Plan ..................................................................................................................................................................................................................................................... 71
3.4.2 Fixture and Fittings ....................................................................................................................................................................................................................................... 79
3.5 HACCP................................................................................................................................................................................................................................................................. 86
3.6 Staff Facilities .................................................................................................................................................................................................................................................... 89
3.6.1 Quantitative and Qualitative Staff Requirements .................................................................................................................................................................................. 89
3.6.2 Organisation Chart ................................................................................................................................................................................................................................... 91
3.6.3 Estimate for Staffing Plan ........................................................................................................................................................................................................................ 92
3.6.5 Conditions of Employment ...................................................................................................................................................................................................................... 96
3.7 Service Level ............................................................................................................................................................................................................................................. 101
3.8 Activity Plan................................................................................................................................................................................................................................................ 104
Focus Area 4: Finance.......................................................................................................................................................................................................................................... 105
4.1 Investment Budget .......................................................................................................................................................................................................................................... 105
4.2 Financial budget .............................................................................................................................................................................................................................................. 106
4.3 Operating budget ............................................................................................................................................................................................................................................ 106
4.4 Liquidity budget .............................................................................................................................................................................................................................................. 108
4.5 Opening balance sheet .................................................................................................................................................................................................................................. 109
4.6.1 Financial strength (solvency) .................................................................................................................................................................................................................... 110
4.6.2 Liquidity ......................................................................................................................................................................................................................................................... 110
4.6.3 Profitability .................................................................................................................................................................................................................................................... 111
4.6.4 Break-even .................................................................................................................................................................................................................................................... 111
4.7 Financial feasibility of the business............................................................................................................................................................................................................ 112
4.8 Self Reflections .................................................................................................................................................................................................................................................... 113
Bibliography (APA): .............................................................................................................................................................................................................................................. 115
Appendix’s...................................................................................................................................................................................................................................................................... 120
Isabelle Gobel 2
Jacques Steenkamp
Raweno Klaassens Food & Beverage
,Focus Area 1: Starting a Business
1.1 Reason for starting business:
As three young entrepreneurs who have all previously worked in hospitality, we instantly knew
that a cocktail bar was in our collective interest. Our goal was to try something out of the box, and
never seen before in Amsterdam. All three of us were relatively familiar with the cocktail bar scene in
Amsterdam, which meant that we also knew exactly what was missing. Our motivation behind this
cocktail bar comes from our various backgrounds, Isabelle having attended a bartending course in
Thailand and worked in a cocktail bar, Raweno having worked in hotel bars and Jacques having
worked in various cafe’s and events. Additionally, our shared interest in specific spirits and styles
guided us towards the theme we went with.
Amsterdam is one of the most prominent up and coming scenes when it comes to the cocktail
bar industry, and thus we thought it would be beneficial to the bar scene and the city if we brought
something new to the table (Posthumus, 2017). Our concept consists of combining and highlighting
the glory of the 1920’s, with the mystery of a speakeasy. We want for it to spark the feeling of nobility
and high society, whilst still having it be obtainable for people of all sorts of backgrounds.
Isabelle Gobel 3
Jacques Steenkamp
Raweno Klaassens Food & Beverage
, 1.2 Business Concept Description
We wish to create a ninety-twenties themed cocktail bar, with a speakeasy incorporated into
the back of the bar. A place where guests can be spoiled with high grade cocktails, delicious bar
snacks and jazzy music. Our goal is to design an elegant and luxurious bar, with intimate seating and
cozy vibes. We will be decorating the location with primarily black, brown, gold and dark green
accents to radiate a royal ambiance. We have put together a mood board to depict the furniture,
atmosphere and vibe we wish to establish. Attached in the appendix’s are further developed mood
boards for the cocktails, interior, and staff.
Isabelle Gobel 4
Jacques Steenkamp
Raweno Klaassens Food & Beverage
Written by: Isabelle Göbel, Raweno Klaassens, Jacques Steenkamp
Date: 11/04/2020
Location: Tio University of Applied Sciences Amsterdam
Course: HEMe2
Lecturer: Sander Smits
Isabelle Gobel 1
Jacques Steenkamp
Raweno Klaassens Food & Beverage
,Table of Contents
1.1 Reason for starting business: .......................................................................................................................................................................................................................... 3
1.2 Business Concept Description ........................................................................................................................................................................................................................ 4
Personnel.............................................................................................................................................................................................................................................................. 5
Guest Impressions ............................................................................................................................................................................................................................................... 5
Target Group ........................................................................................................................................................................................................................................................ 5
Layout and Atmosphere: ..................................................................................................................................................................................................................................... 5
Unique Selling Proposition (USP) ...................................................................................................................................................................................................................... 6
Unique Buying Reasons (UBR) .......................................................................................................................................................................................................................... 6
Location ................................................................................................................................................................................................................................................................ 6
1.3 Zoning Plan .......................................................................................................................................................................................................................................................... 7
1.4 Trade Name and Logo ........................................................................................................................................................................................................................................ 9
1.5 Type of Business .............................................................................................................................................................................................................................................. 10
1.6 Menu card and wines/drink list ...................................................................................................................................................................................................................... 11
1.6.1 Menu Card ......................................................................................................................................................................................................................................... 11
1.6.1 Menu Card (first draw) ............................................................................................................................................................................................................................. 12
1.6.2 Wines and Drinks List (first draw) ........................................................................................................................................................................................................... 13
1.7 Preliminary Operations Budget...................................................................................................................................................................................................................... 16
1.7.1 Determining Cost Price ............................................................................................................................................................................................................................ 16
1.7.2 Preliminary Operations Budget ............................................................................................................................................................................................................... 20
1.9 Legislation .......................................................................................................................................................................................................................................................... 25
Focus Area 2: Marketing ................................................................................................................................................................................................................................................ 27
2.1 Sector research ................................................................................................................................................................................................................................................. 27
2.2 DESTEP Analysis: ............................................................................................................................................................................................................................................. 30
2.3 Target Group Grouping & Segmentation Analysis .................................................................................................................................................................................... 36
2.4 Competitor analysis.......................................................................................................................................................................................................................................... 39
2.5 SWOT Analysis .................................................................................................................................................................................................................................................. 42
2.6 Confrontation Matrix ........................................................................................................................................................................................................................................ 43
2.7 Mission and Vision ........................................................................................................................................................................................................................................... 45
2.8 Marketing Mix: 7 P’s ......................................................................................................................................................................................................................................... 46
2.9.1 Marketing Promotion Plan and Budget ..................................................................................................................................................................................................... 54
2.9.2 Develop a website .......................................................................................................................................................................................................................................... 55
Focus Area 3: Operations.............................................................................................................................................................................................................................................. 58
3.2 Wine and Snack Menus.................................................................................................................................................................................................................................... 59
3.3 Purchase and Selling Price Determination .................................................................................................................................................................................................. 60
3.4.1 Layout Plan ..................................................................................................................................................................................................................................................... 71
3.4.2 Fixture and Fittings ....................................................................................................................................................................................................................................... 79
3.5 HACCP................................................................................................................................................................................................................................................................. 86
3.6 Staff Facilities .................................................................................................................................................................................................................................................... 89
3.6.1 Quantitative and Qualitative Staff Requirements .................................................................................................................................................................................. 89
3.6.2 Organisation Chart ................................................................................................................................................................................................................................... 91
3.6.3 Estimate for Staffing Plan ........................................................................................................................................................................................................................ 92
3.6.5 Conditions of Employment ...................................................................................................................................................................................................................... 96
3.7 Service Level ............................................................................................................................................................................................................................................. 101
3.8 Activity Plan................................................................................................................................................................................................................................................ 104
Focus Area 4: Finance.......................................................................................................................................................................................................................................... 105
4.1 Investment Budget .......................................................................................................................................................................................................................................... 105
4.2 Financial budget .............................................................................................................................................................................................................................................. 106
4.3 Operating budget ............................................................................................................................................................................................................................................ 106
4.4 Liquidity budget .............................................................................................................................................................................................................................................. 108
4.5 Opening balance sheet .................................................................................................................................................................................................................................. 109
4.6.1 Financial strength (solvency) .................................................................................................................................................................................................................... 110
4.6.2 Liquidity ......................................................................................................................................................................................................................................................... 110
4.6.3 Profitability .................................................................................................................................................................................................................................................... 111
4.6.4 Break-even .................................................................................................................................................................................................................................................... 111
4.7 Financial feasibility of the business............................................................................................................................................................................................................ 112
4.8 Self Reflections .................................................................................................................................................................................................................................................... 113
Bibliography (APA): .............................................................................................................................................................................................................................................. 115
Appendix’s...................................................................................................................................................................................................................................................................... 120
Isabelle Gobel 2
Jacques Steenkamp
Raweno Klaassens Food & Beverage
,Focus Area 1: Starting a Business
1.1 Reason for starting business:
As three young entrepreneurs who have all previously worked in hospitality, we instantly knew
that a cocktail bar was in our collective interest. Our goal was to try something out of the box, and
never seen before in Amsterdam. All three of us were relatively familiar with the cocktail bar scene in
Amsterdam, which meant that we also knew exactly what was missing. Our motivation behind this
cocktail bar comes from our various backgrounds, Isabelle having attended a bartending course in
Thailand and worked in a cocktail bar, Raweno having worked in hotel bars and Jacques having
worked in various cafe’s and events. Additionally, our shared interest in specific spirits and styles
guided us towards the theme we went with.
Amsterdam is one of the most prominent up and coming scenes when it comes to the cocktail
bar industry, and thus we thought it would be beneficial to the bar scene and the city if we brought
something new to the table (Posthumus, 2017). Our concept consists of combining and highlighting
the glory of the 1920’s, with the mystery of a speakeasy. We want for it to spark the feeling of nobility
and high society, whilst still having it be obtainable for people of all sorts of backgrounds.
Isabelle Gobel 3
Jacques Steenkamp
Raweno Klaassens Food & Beverage
, 1.2 Business Concept Description
We wish to create a ninety-twenties themed cocktail bar, with a speakeasy incorporated into
the back of the bar. A place where guests can be spoiled with high grade cocktails, delicious bar
snacks and jazzy music. Our goal is to design an elegant and luxurious bar, with intimate seating and
cozy vibes. We will be decorating the location with primarily black, brown, gold and dark green
accents to radiate a royal ambiance. We have put together a mood board to depict the furniture,
atmosphere and vibe we wish to establish. Attached in the appendix’s are further developed mood
boards for the cocktails, interior, and staff.
Isabelle Gobel 4
Jacques Steenkamp
Raweno Klaassens Food & Beverage
