2018/2019
Jen & Gin
Ondernemersplan
Food & Beverage Management
26/09/2019
, Voorwoord
Voor u ligt het ondernemersplan van Jen & Gin. Dit plan is gemaakt door … en … in het kader van het
vak Food & Beverage Management aan Hogeschool Tio in Hengelo. Dit is een vak in het tweede jaar
van de studie Hotel- en Eventmanagement. Van september 2018 tot april 2019 zijn we bezig geweest
met het verzamelen van informatie en het schrijven van dit ondernemersplan.
Samen hebben we een nieuw concept bedacht en de invulling van de onderneming volledig
uitgewerkt. Daarvoor hebben we informatie moeten verzamelen en verscheidene personen in onze
omgeving om raad moeten vragen. De samenwerking verliep uiterst soepel en wij hebben beiden met
plezier en toewijding aandacht besteed aan de verschillende onderdelen in dit plan. Waar … meer
ervaring had met het operationele gedeelte, wist … meer over de financiële kant van het plan. Door
elkaar te ondersteunen en te blijven motiveren, hebben we uiteindelijk dit plan kunnen voltooien.
1 HEM2
, Management summary
In this business plan, the whole concept and the feasibility of Jen & Gin will be analysed. The name
Jen & Gin stands for geneva and gin. This will be the main feature of the jenever bar and restaurant.
For Jen & Gin it is important that the guests feel at home and experience the professionalism of the
personnel. That is why Jen & Gin’s mission is to offer a unique experience in the context of food and
beverage. For this mission, Jen & Gin have a certain vision on the subject: ‘to make jenever popular
again in The Netherlands.' To reach the feasibility of Jen & Gin, it is important to have a good business
plan. To explain how this bar/restaurant will come to life, it’s described in the following four chapters:
enterprising, marketing, operations and finance.
In the first chapter of this business plan, the entrepreneurs of Jen & Gin will be introduced. The
entrepreneurs of Jen & Gin are … and …, both Hotel- and Eventmanagement students at Tio
University of Applied Sciences. They will be in charge of the bar and restaurant. Jen & Gin will be a
modern restaurant with a cosy touch that has a focus on liquor and good quality food. The name and
logo fully support this view of the venture and represent professionality and the typical Dutch
hospitality. The restaurant will be located in the centre of Haarlem, because there are a lot of people
who belong to the target audience of Jen & Gin there.
In the second part of this business plan, the complete marketing plan is described. There are a few
hospitality trends that will influence Jen & Gin and most of them can be seen as a great opportunity for
the company and will definitely be used. Furthermore, a few marketing analysis methods are used to
give more information about current market and which current developments have to be taken in
consideration before opening Jen & Gin. The marketing analysis used for this goals are the DESTEP-
analysis which provides the latest information about the local and national trends, the target group-
analysis in which the target group and the way to attract these target groups are described, the rival-
analysis in which the most interesting and dangerous rivals of Jen & Gin are described and the
SWOT-analysis in which the strengths, weaknesses, opportunities and threats for Jen & Gin are
displayed.
The third subject of this business plan is how the operational part is arranged within the venture. An
important part this chapter is de menu which has lots of possibilities for lunch, dinner and drinks. The
menu, like the logo, is simple, modern and easy to read. The dishes and drinks on the menu are as
well new as traditional, surprising and easy to make. To make the building radiates hospitality and
professionality, the bar and entrance will be expanded and the interior will be adjusted to the image it
has to radiate. By making clever use of the parts present and by looking at the current layout, an ideal
layout has been created that is beneficial both for guest comfort and for the routing of staff.
Furthermore, a lot of the inventory can be taken over from the previous owner of the establishment.
The HACCP plan that will be used is quite elaborate, so to manage all the daily tasks, there will be
2 HEM2
, made use of an online app. Another important part is the personnel plan. At the start, there will be a
small group of hardworking staff with a passion for creating amazing guest experiences, which will
expand when business is going well. In addition and the service level of Jen & Gin is one of the unique
selling points. By providing good service, good food and a wide range of drinks, Jen & Gin tries to
establish a well-running company and overwhelm the guests with a unique experience.
In the fourth and last chapter, the financial plan is described. In the financial plan, several budgets are
shown, like the investment budget, the financing budget, the operating budget and the liquidity budget.
All these budgets show the income, expenses, revenues, costs, belongings and debts of Jen & Gin.
This information will all be merged into the opening balance and end balance. Furthermore, the
financial key figures are calculated and will show whether Jen & Gin has positive financial
perspectives. Finally, the feasibility of Jen & Gin will be discussed.
3 HEM2
Jen & Gin
Ondernemersplan
Food & Beverage Management
26/09/2019
, Voorwoord
Voor u ligt het ondernemersplan van Jen & Gin. Dit plan is gemaakt door … en … in het kader van het
vak Food & Beverage Management aan Hogeschool Tio in Hengelo. Dit is een vak in het tweede jaar
van de studie Hotel- en Eventmanagement. Van september 2018 tot april 2019 zijn we bezig geweest
met het verzamelen van informatie en het schrijven van dit ondernemersplan.
Samen hebben we een nieuw concept bedacht en de invulling van de onderneming volledig
uitgewerkt. Daarvoor hebben we informatie moeten verzamelen en verscheidene personen in onze
omgeving om raad moeten vragen. De samenwerking verliep uiterst soepel en wij hebben beiden met
plezier en toewijding aandacht besteed aan de verschillende onderdelen in dit plan. Waar … meer
ervaring had met het operationele gedeelte, wist … meer over de financiële kant van het plan. Door
elkaar te ondersteunen en te blijven motiveren, hebben we uiteindelijk dit plan kunnen voltooien.
1 HEM2
, Management summary
In this business plan, the whole concept and the feasibility of Jen & Gin will be analysed. The name
Jen & Gin stands for geneva and gin. This will be the main feature of the jenever bar and restaurant.
For Jen & Gin it is important that the guests feel at home and experience the professionalism of the
personnel. That is why Jen & Gin’s mission is to offer a unique experience in the context of food and
beverage. For this mission, Jen & Gin have a certain vision on the subject: ‘to make jenever popular
again in The Netherlands.' To reach the feasibility of Jen & Gin, it is important to have a good business
plan. To explain how this bar/restaurant will come to life, it’s described in the following four chapters:
enterprising, marketing, operations and finance.
In the first chapter of this business plan, the entrepreneurs of Jen & Gin will be introduced. The
entrepreneurs of Jen & Gin are … and …, both Hotel- and Eventmanagement students at Tio
University of Applied Sciences. They will be in charge of the bar and restaurant. Jen & Gin will be a
modern restaurant with a cosy touch that has a focus on liquor and good quality food. The name and
logo fully support this view of the venture and represent professionality and the typical Dutch
hospitality. The restaurant will be located in the centre of Haarlem, because there are a lot of people
who belong to the target audience of Jen & Gin there.
In the second part of this business plan, the complete marketing plan is described. There are a few
hospitality trends that will influence Jen & Gin and most of them can be seen as a great opportunity for
the company and will definitely be used. Furthermore, a few marketing analysis methods are used to
give more information about current market and which current developments have to be taken in
consideration before opening Jen & Gin. The marketing analysis used for this goals are the DESTEP-
analysis which provides the latest information about the local and national trends, the target group-
analysis in which the target group and the way to attract these target groups are described, the rival-
analysis in which the most interesting and dangerous rivals of Jen & Gin are described and the
SWOT-analysis in which the strengths, weaknesses, opportunities and threats for Jen & Gin are
displayed.
The third subject of this business plan is how the operational part is arranged within the venture. An
important part this chapter is de menu which has lots of possibilities for lunch, dinner and drinks. The
menu, like the logo, is simple, modern and easy to read. The dishes and drinks on the menu are as
well new as traditional, surprising and easy to make. To make the building radiates hospitality and
professionality, the bar and entrance will be expanded and the interior will be adjusted to the image it
has to radiate. By making clever use of the parts present and by looking at the current layout, an ideal
layout has been created that is beneficial both for guest comfort and for the routing of staff.
Furthermore, a lot of the inventory can be taken over from the previous owner of the establishment.
The HACCP plan that will be used is quite elaborate, so to manage all the daily tasks, there will be
2 HEM2
, made use of an online app. Another important part is the personnel plan. At the start, there will be a
small group of hardworking staff with a passion for creating amazing guest experiences, which will
expand when business is going well. In addition and the service level of Jen & Gin is one of the unique
selling points. By providing good service, good food and a wide range of drinks, Jen & Gin tries to
establish a well-running company and overwhelm the guests with a unique experience.
In the fourth and last chapter, the financial plan is described. In the financial plan, several budgets are
shown, like the investment budget, the financing budget, the operating budget and the liquidity budget.
All these budgets show the income, expenses, revenues, costs, belongings and debts of Jen & Gin.
This information will all be merged into the opening balance and end balance. Furthermore, the
financial key figures are calculated and will show whether Jen & Gin has positive financial
perspectives. Finally, the feasibility of Jen & Gin will be discussed.
3 HEM2
