Conceptualizing a Business
Final Strategic Plan
University of Phoenix
BUS 475
May 16, 2010
Conceptualizing a Business The Shell House is an upscale public house which is known for the magnificent decor and upscale, high quality food. In definition, this type of pub style restaurant is called a gastro pub. The Shell House will be strategically placed along a river in central New Jersey and resemble the outside of a boathouse. Inside will house "shells" which are racing boats used to race on rivers for competition. The long bar will be completely customized designed from an old vintage eight man racing shell, gutted and covered with restored with a see through counter top. The top will be a special mix of material to sustain cold surface to keep beverages, beer, and other drinks at a cold temperatures while guest are tending to long talks with their friends and families. The food will have a upscale, clean take on your everyday pub food. Presentation and freshness is key with all foods and snacks. Business, Products, and Customers: Mission Statement The Shell House is designed for a variety of guest including varying cultures, ethnicities, and religions all with the common goal of achieving relaxation, great atmosphere, and top notch food. The main competition for The Shell House will be other restaurant that are corporate owned such as Applebee's, Chili's, etc. These corporate driven restaurants although do not have healthful food selections, have the power to keep low prices and run non-stop specials to attract customers. The idea for the Shell House is to draw customers back into the realm of supporting local, small business restaurants that can give back to the community. This is how The Shell House will create a niche for itself in the business market and become a huge competitor for the corporate giants. Throughout the menu creation process, the menu will consist of strategic dishes that are prepared from top quality ingredients where it can turn heads on your
University of Phoenix
BUS 475
May 16, 2010
Conceptualizing a Business The Shell House is an upscale public house which is known for the magnificent decor and upscale, high quality food. In definition, this type of pub style restaurant is called a gastro pub. The Shell House will be strategically placed along a river in central New Jersey and resemble the outside of a boathouse. Inside will house "shells" which are racing boats used to race on rivers for competition. The long bar will be completely customized designed from an old vintage eight man racing shell, gutted and covered with restored with a see through counter top. The top will be a special mix of material to sustain cold surface to keep beverages, beer, and other drinks at a cold temperatures while guest are tending to long talks with their friends and families. The food will have a upscale, clean take on your everyday pub food. Presentation and freshness is key with all foods and snacks. Business, Products, and Customers: Mission Statement The Shell House is designed for a variety of guest including varying cultures, ethnicities, and religions all with the common goal of achieving relaxation, great atmosphere, and top notch food. The main competition for The Shell House will be other restaurant that are corporate owned such as Applebee's, Chili's, etc. These corporate driven restaurants although do not have healthful food selections, have the power to keep low prices and run non-stop specials to attract customers. The idea for the Shell House is to draw customers back into the realm of supporting local, small business restaurants that can give back to the community. This is how The Shell House will create a niche for itself in the business market and become a huge competitor for the corporate giants. Throughout the menu creation process, the menu will consist of strategic dishes that are prepared from top quality ingredients where it can turn heads on your