SITXMPR007 Assessment 2 Marketing Plan Project Template - Ardian Arfan AIC13811

business.gov.au Marketing Plan Guide When you're writing a marketing plan you need to be clear about your objectives and how you'll achieve them. A good marketing plan sets clear, realistic and measurable objectives, includes deadlines, provides a budget and allocates responsibilities. A plan can consist of these elements:  analysis of your current market  your business objectives  key strategies  steps to achieving your objectives  proposed budget  timing. Remember that your marketing plan should remain an ongoing process throughout the life of your business. What to do...  Contact your nearest Business Enterprise Centre (BEC) for free advice and support.  Check if your local BEC or state business agency hosts a marketing planning workshop near you.  Search for networking, mentoring or training events and seminars on the business.gov.au Event Finder .  Contact a business adviser, accountant or solicitor for advice. Regular review Marketing planning is an ongoing business activity. As your business changes many of the strategies in your plan will need to evolve to ensure your business is still heading in the right direction. Having your plan up to date can keep you focussed on where you are heading and ensure you are ready when you need it again. Advice & support There are a number of government services available to help you plan, start or grow your business. These services can provide general advice, workshops, seminars and networking events, and can even match you with a mentor or business coach. Attending business events Small business workshops and seminars are run regularly in most areas of Australia, and deal with issues such as planning, marketing, innovation, employing staff and exporting. You may also find it useful to attend networking events to help expand your business. By developing networks, you can keep up to date on industry and local information, promote your business through new contacts and learn key skills from other businesses. Page 3

Business.gov.au Marketing Plan Guide Question/Field Explanation More information Table of Contents If you have changed this template in any way, please remember to update the table of contents to reflect the changes. — Marketing plan summary Your marketing summary should be no longer than a page and should focus on why your business is going to be successful. Your answers should briefly summarise your more detailed answers provided throughout the body of your plan. The Business Question Explanation More information Business name Enter your business name as registered in your state/territory. If you have not registered your business name, add your proposed business name. Visit our Register your business name page. Business structure Is your business a sole trader, partnership, trust or company? Visit our Business structures topic. ABN Enter your Australian Business Number (ABN). If you are a business and have registered for an ABN enter it here. Visit our Register for an Australian Business Number (ABN) page. ACN Enter your Australian Company Number (ACN). Only fill this in if you are a company. Visit our Register your company page. Business location Enter your main business location such as your city/town. Briefly describe the location and space occupied/required. — Date established The date you started trading. Whether it was the date you opened your doors or the date your purchased business opened its doors. — Business owner(s) List the names of all business owners. — Page 6

Business.gov.au Marketing Plan Guide S.W.O.T. analysis Question Explanation More information S.W.O.T. analysis table List each of your businesses Strengths, Weaknesses, Opportunities or Threats (S.W.O.T) in the table supplied. For example:  Strengths: (e.g. experience in the industry).  Weakness: (e.g. location of your business).  Opportunity: (e.g. new export opportunity available).  Threat: (e.g. new competitor entering the market). — S.W.O.T. activity sheet List each weakness/threat, the activities you will undertake to reduce/address each and the date of expected completion. — Product/services Question Explanation More information Product/services table List each product/service your business currently offers. Provide a description and unit price (including GST) amount for each. — Market position Where do your products/services fit in the market? Are they high- end, competitive or a low-cost alternative to the products/services offered by your competitors? How does this compare to your competitors? — Unique selling position How will your products/services succeed in the market where others may have failed? What gives your products/services a distinctive edge? — Page 9

Business.gov.au Marketing Plan Guide Question Explanation More information Key customers Identify your key customers. (These can be large consumers of your products or individuals whose satisfaction is key to the success of your business.) How will you target your products/service to them? How will you deliver your product/service to them? — Customer management How will you maintain a good relationship with your customers? What techniques will you use? How will you keep your customers coming back? Have you introduced customer service standards? Do you follow any particular code of practice? Visit our Customer service page. Visit our Codes of Practice page. Your competitors Question Explanation More information Your competitors How do you rate against your competitors? How can your business improve on what they offer? — Page 12

Business.gov.au Marketing Plan Guide Advertising & sales Question Explanation More information Advertising and promotional strategy table For each promotion/advertising:  Planned promotion/advertising type: What is the promotion/advertising type being used (e.g. Print media advertising, online advertising, SMS, mail-out, giveaway, media release, social media campaign or event)?  Promotional strategy: Why have you decided to use this promotion/advertising type? How and when will you use it? What is your strategy behind this? Who will upkeep your social media presence?  Expected business improvement: How do you expect it will improve your business success?  Cost ($): What is the cost of each planned activity?  Target date: When do you expect to complete each activity? Visit our Marketing topic. Social media strategy What do you want to achieve/communicate (brand awareness, online sales etc)? What social media tools do your customers use (e.g. Blogs, Twitter, Facebook etc)? What strategies can you use to network and communicate effectively with these customers? Who will upkeep your social media presence? Do you have internal staff or would you need to engage an external organisation? — Sales strategy What sales techniques do you use? What are your strategies behind these techniques? How is this different/better than your competitors? Visit our Marketing topic. Page 15

Business.gov.au Marketing Plan Guide Monitoring/measurement activities Question Explanation More information Monitoring/measurement activities table Reviewing the impact of your marketing should be a periodic activity. List the details of each review in the table provided. For each marketing activity:  Marketing activity: Print advertising, online advertising, mail-out, giveaway, media release, event, website, blog/social networking, public relations, branding and artwork, or publications and catalogues.  Date of review: (e.g. Month/Year or 6 monthly).  Monitoring methods: What tools did you use to measure/monitor the impact of your marketing activities?  Review outcomes: What were the results for the promotional period? What were your sales/profit figures? How many new/repeat customers did you receive? How many visitors to your website? — Supporting documentation Question Explanation More information Supporting documentation List all of your attachments here. These may include resumes, customer survey/questionnaire and/or financial documents. — Page 18

[ Business Name ] Marketing Plan [ YEAR ] Marketing Plan Summary Eat Love Chill will be the leading restaurant in Sydney, with a rapidly developing consumer brand and growing customer base. Eat Love Chill concept is to serve happiness, relax and fun atmosphere to our customers through delicious, quality meals and extraordinary restaurant experience while working toward the greater good for our employees, community and environment. We are committed to our products and employees can be the recipe of market success. With the all research that we’ve done and the setting of the marketing plan, The restaurant expecting well received, and marketing is now critical to its continued success and future profitability. The Business Business name: EAT LOVE CHILL Business structure: RESTAURANT COMPANY ABN: 15682340 ACN: 25364879 Business location: 31 Wheat Road, Darling Harbour, Sydney, New South Wales NSW 2000 Australia Date established: 01 March 2021 Business owner(s): Ardian Arfan Relevant owner experience: Five years of experience managing a successful fancy and unique concept restaurant in a similar locale in Melbourne. His love and knowledge of hospitality industry will make the transition to owning and running a new restaurant to the next step business. Products/services:  Food Eat Love Chill will provides a variety of food menus that are very interesting and of course delicious. The main menus are, of course, pizza and various other menus that are no less interesting than ingredients for pasta, rice, and desserts. And also some special dishes based of chef speciality on every week.  Tea Our tea-tenders will know the best brewing temperature and time for each of the 15 kinds of teas we offer. These include straight black teas such as Assam, Ceylon, Darjeeling and Keemun, blends like Chai, Earl Grey, and our own creations, like "New London Garden Party," a Ceylon/Vanilla/Jasmine blend.  Coffee Page 3

[ Business Name ] Marketing Plan [ YEAR ] We are a restaurants; we more focus on food and dishes. But with the coffee, we provide various kind of coffee to satisfy our customers on their visits to our store. The Future Vision statement: Our vision is to be recognised by our customers and critics as one of finest restauran in Sydney. We aim to exceed expectations in all respects. However an emphasis will be placed on our core values:  Innovativeness - Menu, Processes & Procedures  Quality and presentation - food & beverages  Service - Speed, friendliness, product knowledge & Individuality  Fun – We believe in having fun at work and it is our belief that it will positively influence our customers’ attitudes towards us. Goals/objectives: Our goal is to provide high quality food and beverage products with a comfortable, attractive setting and good service to residents of Sydney area in a relaxed and fun atmosphere. We are committed to our products and employees can be the recipe of market success. The Market Market Research By observation around the area, many young family that educated and aware to healthy life style, spending some of their time to having food outside, spending time to chill outside on the weekends to enjoy time with family, after spending time working in a busy city. They also have a good of buying power. We do the exploration of customer attitudes, investigate innovative ideas into this restaurant concept market to evaluate whether ideas such as new flavors, health benefits and different experiences offered at our innovative and attractive restaurant. Unique selling position: Page 4

[ Business Name ] Marketing Plan [ YEAR ] Restaurant has offered the new popular kind of pasta into the market. It is Brown Rice Pasta. Brown rice pasta is one of the most popular varieties of gluten-free pasta due to its mild flavor and chewy texture — both of which work well as a substitute for most traditional pasta dishes. Compared to most other types of pasta, brown rice pasta is a good source of fiber, with nearly three grams in a one-cup (195-gram) serving of cooked pasta. Brown rice pasta is a good source of fiber, minerals and antioxidants that can optimize health and prevent chronic disease. Its mild flavor and chewy texture make it a great substitute for most traditional types of pasta. This product is very popular in the market. A lot of people like to try this when it first launched. And the feedback was very positive especially for someone who pay attention to health consciousness. We also will combine heavy print advertising with special events and targeted promotions to introduce Sydney residents and tourists to Eat Love Chill Restaurant. Repeat sales depend on consistently high quality products and service. Anticipated demand: Eat Love Chill Restaurant expects average sales of just over $90,000 per month for the first year, as we build name recognition and status in the community. In the second and third year we look to see increased sales of roughly 25% per year, as we gain a larger percentage of the market share and increase our customer base beyond Sydney and into the near suburbs. Weaker consumer sentiment and a fall in disposable income are expected to prompt consumers to purchase cheaper private-label brands over branded pasta products. Moreover, some households are likely to opt for low-cost segments, such as dry pasta, forgoing high-margin, premium ranges. These factors are expected to cause a slight decline in profitability in the current year. Value to customer: Customers will be glad to pay the price premium for our products in exchange for the high quality, great taste, and sense of prestige they receive. Growth potential: Part of our mission is to educate our customers about our innovative restaurant concept. However, this must only be done in a respectful fashion. Our knowledge is a resource, and must never be used to make a customer feel uncomfortable or ignorant. After building the customers trust and loyalty we sure the business will growth widely by words spread. Target market:  Local Socializer The middle and upper-middle class of Sydney local and surrounding towns currently have no place where they can go to be spoiled at a moderate price outside of a full restaurant. Other local restaurants can also be noisy, Page 5

[ Business Name ] Marketing Plan [ YEAR ] and require a large chunk of time and money for an outing. This market segment is seeking a cozy, comfortable, upscale/exclusive locale with a similar clientele, where they can meet friends, have some good food and beverages, and stay as long or as short as they want. Our challenge with the socialisers is to create a buzz from the very beginning that we are exclusive, pleasant, and high-quality, without generating such overcrowding that we lose our intimate feeling.  Tourists Tourists vary widely in their reasons for visiting Sydney and also hard situation during the Covid-19 until now, but they generally share a sophisticated urban palate, a moderately high disposable income, and a desire to "discover" quaint local charm. They are seeking high-quality foods, beverages, gifts, and service. While here, they much prefer local, small-scale businesses to larger chains (like Dunkin Donuts), but want to be assured of quality. Our challenge with tourists is being visible enough to be noticed, without losing our local charm. Once such a visitor has tried our pizza house, they will definitely want to return.  Office staff (workers) and students Since we are restaurant that friendly with all ages (not serving alcohol), we hope the marketing way we do that can fully attractive to all customers including the office staff and students. Marketing strategy: Eat Love Chill will have several marketing strategies based on several years of marketing experience in different cities in Australia that will support the development of the restaurant's progress:  Online Advertising – Eat Love Chill will advertise regularly on popular social media sites, such as Facebook, Instagram, etc. Compared to traditional print advertising, this is a cost effective tactic that will allow them to reach prospects in a highly targeted way (e.g., based on criteria such as age, gender, geography, etc.).  WebSite – Eat Love Chill will develop a simple Web site, which will provide basic information about the business, the menu, and links to their presence on the aforementioned social media channels.  Radio Advertising - During the first six months of Eat Love Chill operation, and during the busy holiday shopping season, the business will advertise on local radio stations.  Offline strategy – Eat Love Chill will advertise by spreading the brochure, mailing, flyer, newspapers and magazines during the first six months and will do advertise regularly every once a month. For the evaluation on the marketing procedure, Eat Love Chill also have some aspect to be monitor, check and consideration:  Check for Changes in Sales. Because the end goal of most marketing efforts is to raise sales and profits, use the numbers to measure how your campaigns are affecting customer behaviour. Look at the sales before a marketing campaign, Page 6

[ Business Name ] Marketing Plan [ YEAR ] during its rollout and for six months afterward; keep track of the long-term response to monitor delayed effects.  Use a Questionnaire. An easy and inexpensive way to evaluate the effectiveness of a marketing technique is to talk directly to consumers using a questionnaire. If you want to check on how well you are promoting new features or services to existing clients, talk to customers who have been with your company for some time. To gauge how a marketing campaign has impacted customer perception, send out surveys to a random sampling of your target audience to see how familiar they are with your company. Ask new customers where they heard about you to see which of your marketing strategies is the most persuasive.  Monitor Your Progress Marketing can be used to support your overall business objectives, so it's helpful to monitor your progress towards strategic business goals. At regular intervals, conduct an evaluation of each goal. If you find that the progress toward one is slower than the others, your marketing strategies for that goal may be ineffective or need to be ramped up.  Compare Your Strategy to Competitors If you are employing similar strategies to competitors, you can compare them to find differences in frequency, quality, content and response. Note the number of places competitors' advertisements show up, how many social media followers they have, how their profits changed after a campaign or how they have altered their other marketing strategies.  Evaluate the Return on Investment Even if your marketing strategies are helping to achieve your company goals, they can be unsustainable if they cost more than they make. Calculate the cost of each campaign and the man-hours that go into each project, then measure that cost against the campaign's profits to determine the return on investment. If there is no change in profit, the campaign may not be worth keeping. Page 7

[ Business Name ] Marketing Plan [ YEAR ] The Finances Financial objectives Our well-researched and conservative sales forecasts project sales over $1,004,000 in the first year, with continued moderate increases through year 3. We project a net profit in the first year of over $305,000, with steadily increasing net worth for the foreseeable future. Finance required The owners are investing $100,330 of their own money into the business. Eat Love Chill is seeking an additional 6 year loan of $83,633 to fund our start-up costs. Assumptions Equipment and Inventory will make up 75% of start-up requirements. Leasehold improvements and general expenses comprise the remaining 25%. The owners are contributing $50,330 of investment to the business. We need a total of $166,535 and are seeking a long-term loan of $83,633; we plan to pay this loan back in full within 6 years, at a 9.25% interest rate. START-UP COST Cost ($) LIABILITIES AND CAPITAL Cost ($) Start-up Expenses Liabilities and Capital Legal 1,250.00 $ Current Borrowing - $ Stationery & Office Supplies 800.00 $ Long Term Liabilities 83,633.00 $ Brochures 300.00 $ Account Payable - $ Insurance 1,000.00 $ Other Current Liatbilities 8,572.00 $ Rental Lease Cost (Rent Advanced/Deposit) 5,000.00 $ Total Liabilities 92,205.00 $ Leasehold Improvements 10,000.00 $ Capital Start-up Suppliers 2,400.00 $ Planned Investment Dishes & Cutlery 3,000.00 $ Owners 50,330.00 $ Other 250.00 $ Other - $ Total Start-Up Expenses 24,000.00 $ Additional Investment Requirement - $ Start-Up Assets Total Planned Investment 50,330.00 $ Cash Required 35,000.00 $ Loss at Start-Up Expenses 24,000.00 $ Start-Up Inventory 15,000.00 $ Total Capital 74,330.00 $ Other Current Assets 16,605.00 $ Total Capital and Liabilities 166,535.00 $ Long Term Assets 75,930.00 $ Total Assets 142,535.00 $ Total Requirement 166,535.00 $ Total Start-Up Costs 166,535.00 $ Total Funding 166,535.00 $ Page 8

[ Business Name ] Marketing Plan [ YEAR ] The Business Business overview Eat Love Chill will be the leading restaurant in Sydney, with a rapidly developing consumer brand and growing customer base. The signature line of innovative, premium, pasta dishes include pesto with smoked salmon, pancetta and peas linguini in an alfredo sauce, and fresh mussels and clams in a marinara sauce. Eat Love Chill also serves distinct salads, desserts, and beverages. Eat Love Chill will reinvent the pasta experience for individuals, families, and take out customers with discretionary income by selling high quality, innovative products at a reasonable price, designing tasteful, convenient locations, and providing industry-benchmark customer service. The restaurant expecting well received, and marketing is now critical to its continued success and future profitability. The store offers an extensive offering of gourmet pastas. The basic market need is to offer individuals, families, and take out customers fresh, creative, attractive, pasta dishes, salads and desserts. The restaurant uses homemade pasta, fresh vegetables, and premium meats and cheeses. S.W.O.T. analysis Strength 1. Experienced Owners/Managers. They have years of experience in this and related industries. 2. Product Quality. Ensure that the products we sell are products of good quality, healthy and hygienic. 3. Enough working capital to survive the first year as we build a customer base. 4. Excellent Customer Weakness 1. Primary weakness is that we are a new business competing against established chains. 2. Business name lacks brand equity. Customers who may not know how great our products area. 3. A limited marketing budget to develop brand awareness.. 4. The struggle to Opportunities 1. Growing market with a significant percentage of the target market still not aware that Eat Love Chill Restaurant exists. 2. The ability to spread overhead over multiple revenue centres. The restaurant will be able to spread the management overhead costs among the multiple stores, decreasing the fixed costs per store. Threats 1. Changes in Industry/ Government legislation affecting hospitality industry. 2. A viral pandemic that has hit the world resulting in disrupted economies. 3. A slump in the economy reducing customer's disposable income spent on Page 9

[ Business Name ] Marketing Plan [ YEAR ] Service. Each customer will be treated as would an honoured guest in our homes. continually appear to be cutting edge. 3. Increasing sales opportunities in take-out business. 4. The development of the hospitality business in Sydney is very promising. eating out. 4. Failing to satisfy customer demands. S.W.O.T. activity sheet S.W.O.T weakness/ threat Activity to address weakness/threat Activity completion date Competition from local restaurants that respond to Eat Love Chill’s superior offerings Focus on improving the quality of product so we can be outstanding among the competitors March 2021 Business name lacks brand enquity Boost promotion in Social Media to improve brand awareness. March 2021 A limited marketing budget to develop brand awareness Allocating funds for needs in the marketing department March 2021 Products/services The signature line of innovative, premium, pasta dishes include pesto with smoked salmon, pancetta and peas linguini in an alfredo sauce, and fresh mussels and clams in a marinara sauce. Eat Love Chill also serves distinct salads, desserts, and beverages. The store offers an extensive offering of gourmet pastas. The basic market need is to offer individuals, families, and take out customer’s fresh, creative, attractive, pasta dishes, salads and desserts. The restaurant uses homemade pasta, fresh vegetables, and premium meats and cheeses. Eat Love Chill also offer Brown Rice Pasta. Brown rice pasta is one of the most popular varieties of gluten-free pasta due to its mild flavor and chewy texture — both of which work well as a substitute for most traditional pasta dishes Page 10

[ Business Name ] Marketing Plan [ YEAR ] Product/Service Description Price Seafood Linguine Fresh seafood and plump juicy prawns are combined with the fresh flavours of lemon, spring onions, garlic and a kick of chilli from marinara sauce before being added to deliciously al dente linguine. $38,50 Brown Rice Pasta with Pancetta Homemade Pancetta combined with our homemade carbonara sauce with a kicking garlic taste, mixed with healthy brown rice spaghetti. $35,80 Classic Tiramisu Last but not least, for dessert at the guest special dinner, we present our homemade Classic Tiramisu. $15.90 Sales/marketing personnel Job Title Name Responsibilities Marketing Manager Benny Baker Plan the Marketing strategies for business and monitor the implementation Marketing assistant Yasin Yalim Coordinate the marketing plan with the sales condition in the market Marketing assistant Felipe Bustamante Accommodate th needs of the marketing plan and report the current situation to the manager. Page 11

[ Business Name ] Marketing Plan [ YEAR ] The Future Vision statement Our vision is to be recognised by our customers and critics as one of finest restauran in Sydney. We aim to exceed expectations in all respects. However an emphasis will be placed on our core values:  Innovativeness - Menu, Processes & Procedures  Quality and presentation - food & beverages  Service - Speed, friendliness, product knowledge & Individuality  Fun – We believe in having fun at work and it is our belief that it will positively influence our customers’ attitudes towards us. Mission statement To serve happiness, relax and fun atmosphere to our customers through delicious, quality meals and extraordinary restaurant experience while working toward the greater good for our employees, community and environment. We are committed to our products and employees can be the recipe of market success. Goals/objectives Page 12

[ Business Name ] Marketing Plan [ YEAR ] Business goals and objectives Benchmark for achievement  Our sales forecasts project sales over $1,004,000 in the first year, with continued moderate increases through year 3. End of financial year statement  We project a net profit in the first year of over $305,000, with steadily increasing net worth for the foreseeable future. Profit and lost statement  To operate a successful restaurant in Sydney city, employing 10 employees the first year. Looking the staffs that met the requirement  To obtain a minimum of 200 regular customers in the City market the first year of operation. Provide excellent products and services  Maintain an average gross margin of 58%. Control the expenses with maintaining budget Page 13

[ Business Name ] Marketing Plan [ YEAR ] The Market Unique selling position Restaurant has offered the new popular kind of pasta into the market. It is Brown Rice Pasta. Brown rice pasta is one of the most popular varieties of gluten-free pasta due to its mild flavor and chewy texture — both of which work well as a substitute for most traditional pasta dishes. Compared to most other types of pasta, brown rice pasta is a good source of fiber, with nearly three grams in a one-cup (195- gram) serving of cooked pasta. Brown rice is also high in important micronutrients like manganese, selenium and magnesium. Brown rice pasta is a good source of fiber, minerals and antioxidants that can optimize health and prevent chronic disease. Its mild flavor and chewy texture make it a great substitute for most traditional types of pasta. This product is very popular in the market. A lot of people like to try this when it first launched. And the feedback was very positive especially for someone who pay attention to health consciousness. We also will combine heavy print advertising with special events and targeted promotions to introduce Sydney residents and tourists to Eat Love Chill Restaurant. Repeat sales depend on consistently high quality products and service. Your customers/clients Customer demographics The customer are hungry individuals between the ages of 25 and 50, making up 53% of Sydney (Sydney Chamber of Commerce). Age is not the most defined demographic of this customer base; all age groups enjoy pasta. The most defined characteristic of the target market is income. Gourmet pasta stores have been very successful in high rent, mixed-use urban areas. These areas have a large day and night population consisting of business people and families who have household disposable incomes over $40,000. Key customers The market can be segmented into three target population:  Local Socializer Families surrounding the town in the Sydney CBD.  Tourist Can be families or couple that are travelling to Sydney CBD from another countries, city or another states. Page 14

[ Business Name ] Marketing Plan [ YEAR ]  Office Staff (Workers) & Student Workers and student from the office building or school that around the restaurant area. Customer management Part of our mission is to provide a restaurant with the best quality food that is maintained hygienically and a restaurant that provides a place for relaxation, fun and a good atmosphere to enjoy a meal after undergoing the hustle and bustle of daily activities. Our knowledge is a resource, and must never be used to make a customer feel uncomfortable or ignorant. Your competitors At the moment, there are a lot of competitors in around Sydney CBD areas. There a lot of type restaurant that provide a good food from the own way. But we believe the way that the way our restaurant presents itself will be a special attraction that will greatly help the development of our restaurant. Competitor details [List at least 5 competitors in the table below.] Competitor Established date Size Market share (%) Value to customers Strengths Weaknesses Melo Italian Restaurant 2018 15 15 Serve Authentic Italian Food Has a good social media promotion Only focus on Italian Cuisines Meat & Co. 2000 50 30 Serve modern and Contemporary western food. Has been steady in this industry and has a good reputation The price is a bit expensive Nick 2005 30 25 Located in the good spot and busy area of Darling Harbour. Good reputation, good food and already steady in this industry Too focus on seafood menu and not much improvement of the menu for a long time. Page 15

[ Business Name ] Marketing Plan [ YEAR ] Competitor Established date Size Market share (%) Value to customers Strengths Weaknesses Friggitoria 2010 10 20 Affordable price Affordable price Not many variable menu. Most menu are pasta. Brazza 2001 30 30 Serve authentic Brazilian BBQ food which is very delicious Cozy dining place, good meal and service The price is a bit expensive Market research By observation around the area, many young family that educated and aware to healthy life style, spending some of their time to having food outside, spending time to chill outside on the weekends to enjoy time with family, after spending time working in a busy city. They also have a good of buying power. We do the exploration of customer attitudes, investigate innovative ideas into this restaurant concept market to evaluate whether ideas such as new flavors, health benefits and different experiences offered at our innovative and attractive restaurant. Market targets  Local Socializer The middle and upper-middle class of Sydney local and surrounding towns currently have no place where they can go to be spoiled at a moderate price outside of a full restaurant. Other local restaurants can also be noisy, and require a large chunk of time and money for an outing. This market segment is seeking a cozy, comfortable, upscale/exclusive locale with a similar clientele, where they can meet friends, have some good food and beverages, and stay as long or as short as they want. Our challenge with the socialisers is to create a buzz from the very beginning that we are exclusive, pleasant, and high-quality, without generating such overcrowding that we lose our intimate feeling.  Tourists Tourists vary widely in their reasons for visiting Sydney and also hard situation during the Covid-19 until now, but they generally share a sophisticated urban palate, a moderately high disposable income, and a desire to "discover" quaint local charm. They are seeking high-quality foods, beverages, gifts, and service. While here, they much prefer local, small-scale businesses to larger chains (like Dunkin Donuts), but want to be assured of quality. Our challenge with Page 16

[ Business Name ] Marketing Plan [ YEAR ] tourists is being visible enough to be noticed, without losing our local charm. Once such a visitor has tried our pizza house, they will definitely want to return.  Office staff (workers) and students Since we are restaurant that friendly with all ages (not serving alcohol), we hope the marketing way we do that can fully attractive to all customers including the office staff and students. Environmental/industry analysis The market trend for restaurants is headed toward a more sophisticated customer. The restaurant patron today relative to yesterday is more sophisticated in a number of different ways.  Food quality. The preference for high-quality ingredients is increasing as customers are learning to appreciate the qualitative differences.  Presentation/appearance. As presentation of an element of the culinary experience becomes more pervasive, patrons are learning to appreciate this aspect of the industry.  Health consciousness. People in general are more cognizant of their health, evidenced by the increase in individuals exercising and health club memberships, patrons are requesting more healthy alternatives when they eat out. They recognize that an entree can be quite tasty, and reasonably good for you.  Selection. People are demanding a larger selection of foods, they are no longer accepting a limited menu. Page 17

[ Business Name ] Marketing Plan [ YEAR ] Marketing strategy Marketing activity/milestone Person responsible Date of expected completion Cost ($) Success indicator Email Marketing Benny Baker 11 March 2021 $5,000 Increase in sales by 20% Promotional through banner ads and inserts Benny Baker 12 March 2021 $10,000 Gain regular customer and become the new spot to hangout for families and couples PR Campaigns Benny Baker 15 March 2021 $20,000 Improve the sales percentage every month Boost Brand Awareness Benny Baker 14 March 2021 $15,000 Improve Brand Awareness Advertising & sales Advertising and promotional strategy Planned promotion /advertising type Promotional strategy Expected business improvement Cost ($) Target date Print media advertisement local media or give away the brochure Because it can reach wide target market. We will put advertisement in local media and give away the brochure It will boost brand awareness and increase sales $20,000 March 2021 Social Media Campaign Because it can reach the specific target market. We will post in Facebook and Instagram It will boost brand awareness and increase sales $20,000 March 2021 Page 18

[ Business Name ] Marketing Plan [ YEAR ] Planned promotion /advertising type Promotional strategy Expected business improvement Cost ($) Target date Membership plan It will attract regular customer by give them membership discount It will boost customer loyalty and increase sales $10,000 March 2021 Social media strategy Social media is all about engaging your customers. Eat Love Chill restaurant will start a conversation and create posts that encourage customers to visit our page. Eat Love Chill will advertise regularly on popular social media sites, such as Facebook, Instagram, etc. Compared to traditional print advertising, this is a cost effective tactic that will allow them to reach prospects in a highly targeted way (e.g., based on criteria such as age, gender, geography, etc.). As part of its restaurant marketing strategies, Eat Love Chill restaurant engages its customers by featuring satisfied dinners on its Facebook page. It’s a great way to show customers that we care. Eat Love Chill restaurant even asks customers to join the fun by sharing their own eating photos on social. Sales strategy Sales and distribution channels Channel type Products/services Percentage of sales (%) Distribution strategy Email Campaign Food and Beverages 15% Because it can reach the subscribed customers. Social Media Food and Beverages 40% Because it can reach specific and wide range of potential customer by posting in social media like Facebook or Instagram Shop Promotion Food and Beverages 20% We will put banner ads and give away brochure around the restaurant to attract potential customers Third Party Promotion Food and Beverages 25% Because the Third Party media such as Group On will help the restaurant with the promotion and can attract wider market Page 19

[ Business Name ] Marketing Plan [ YEAR ] The Finances Price The owners are investing $100,330 of their own money into the business. Eat Love Chill is seeking an additional 6 year loan of $83,633 to fund our start-up costs. Equipment and Inventory will make up 75% of start-up requirements. Leasehold improvements and general expenses comprise the remaining 25%. The owners are contributing $50,330 of investment to the business. We need a total of $166,535 and are seeking a long-term loan of $83,633; we plan to pay this loan back in full within 6 years, at a 9.25% interest rate. For the food menu and beverages Eat Love Chill restaurant product’s will range in medium class standards where the price will be around $30-$50 per customers. Expected sales Our well-researched and conservative sales forecasts project sales over $1,004,000 in the first year, with continued moderate increases through year 3. We project a net profit in the first year of over $305,000, with steadily increasing net worth for the foreseeable future. Page 20

[ Business Name ] Marketing Plan [ YEAR ] Marketing budget [YEAR] Budget April May June July Aug Sep Oct Nov Dec Jan Feb March Total Marketing Promotion Marketing agency 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 3,000 $ Print Advertising 833 $ 833 $ 833 $ 833 $ 833 $ 833 $ 833 $ 833 $ 833 $ 833 $ 833 $ 833 $ 10,000 $ Social Media 1,250 $ 1,250 $ 1,250 $ 1,250 $ 1,250 $ 1,250 $ 1,250 $ 1,250 $ 1,250 $ 1,250 $ 1,250 $ 1,250 $ 15,000 $ Web Search Optimization 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 3,000 $ Mailouts 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 3,000 $ Giveaways 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 5,000 $ Branding & Artworks 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 3,000 $ Banners & Brochures 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 250 $ 3,000 $ Total Marketing Promotion 3,750 $ 3,750 $ 3,750 $ 3,750 $ 3,750 $ 3,750 $ 3,750 $ 3,750 $ 3,750 $ 3,750 $ 3,750 $ 3,750 $ 45,000 $ - $ Other - $ Postage 83 $ 83 $ 83 $ 83 $ 83 $ 83 $ 83 $ 83 $ 83 $ 83 $ 83 $ 83 $ 1,000 $ Administration 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 2,000 $ Miscellaneous 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 167 $ 2,000 $ Total Other 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 417 $ 5,000 $ TOTAL BUDGET 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 50,000 $ Monitoring/measurement activities Marketing activity Date of review Monitoring methods Review outcomes Email Marketing 11 March 2021 Monitoring revenue per email and conversion rate The percentage of email marketing method shows the improvement sales Page 21

[ Business Name ] Marketing Plan [ YEAR ] Marketing activity Date of review Monitoring methods Review outcomes Promotional through banner ads and inserts 12 March 2021 Checking comparation the visits on the ads and customers that come to the restaurant Sales improve PR Campaigns 15 March 2021 Measure the performances with the number of sales Restaurant sales are keep growing up, it shows that the PR campaigns are effective marketing activity Boost Brand Awareness 14 March 2021 Level of brand awareness and number of sales There are some new customers aware of our restaurants and products Page 22

[ Business Name ] Marketing Plan [ YEAR ] Supporting documentation Attached is my supporting documentation in relation to this business plan. The attached documents include:  Feedback Survey  Contact Information: Name: Email address:  Gender: Male Female  How many days per week do you visit Eat Love Chill Restaurant? Breakfast : 1 2 3 4 5 Lunch : 1 2 3 4 5  When you do not eat in the Eat Love Chill Restaurant, what do you do instead?  Bring food from  Eat at outside restaurant Service Satisfaction Very Very Satisfied Satisfied Dissatisfie d Dissatisfie d Food Taste and flavor of food     Presentation     Page 23

[ Business Name ] Marketing Plan [ YEAR ] Good variety of food choice     Temperature of food     Appropriate quality for price     Overall quality of food     Service Helpful staff     Professional staff     Speed of service     Overall quality of service     Facility Cleanliness of serving area     Cleanliness of dining area     Overall quality of the facility     Overall level of satisfaction     Page 24

[ Business Name ] Marketing Plan [ YEAR ]  Your Suggestions New Products New Menu selections New equipment Additional comments. Please be specific so we can more adequately address your concern _________________________________________________________________ __________________________________________________________________________  Demographic Survey Name(optional): …………………………………………………… Sex:  Male  Female 1. Which Restaurant do you often visit?  Meat & Co  Brazza  Friggitoruia 2. Did you like this Eat Love Chill?  Liked very much  Liked  Neither liked or disliked  Disliked  Strongly disliked 3. What did you like MOST about Eat Love Chill Restaurant?  Atmosphere  Food  Beverages Page 25

[ Business Name ] Marketing Plan [ YEAR ]  Price  Service  Clientele  Music  Other : 4. What did you like LEAST about Eat Love Chill Restaurant?  Atmosphere  Food  Beverages  Price  Service  Clientele  Music  Other : 5. How would you rate the service you received in Eat Love Chill Restaurant?  Excellent  Very good  Good  Satisfactory  Poor 6. What did you order in Eat Love Chill Restaurant? ______________________________________________________________________________ _______________________________________________________________________________ 7. What is your opinion of the order that you purchased in Eat Love Chill Restaurant? ____________________________________________________________________________ ____________________________________________________________________________ 8. What would you like to see happening in Eat Love Chill Restaurant? Page 26

[ Business Name ] Marketing Plan [ YEAR ] ___________________________________________________________________________________ ___________________________________________________________________________________ 9. What is your favourite type of food?  Italian food  Chinese food  Modern western food  Others 10. What is your favourite type of restaurant?  Fancy  Quiet  Instagramable  Other 11. What time do you normally visit Eat Love Chill Restaurant ?  Morning  Lunch  Dinner 12. In which Income bracket do you belong?  Less than $10.000  Less than $19.999  Less than $39.000  Less than $59.999  $100.000 and up 13. In which age bracket do you belong?  18-24  25-39  40-45  46-65  65 and above 14. What is your cultural background?  Australia/British  China Page 27

[ Business Name ] Marketing Plan [ YEAR ]  Others  Emergency Action Plan Emergency Phone numbers for: 1. Fire Department : 000 2. Police : 000 3. Ambulance : 000 Fire Emergency When fire is discovered: 1. Activate the nearest alarm to alert others. If the fire alarm is not available, please notify café manager about the fire. 2. Dial 000 to notify fire department Fight the fire only if: 1. The fire small and not spread to other area 2. You have notified fire department 3. The fire extinguisher is in working condition and personnel are trained to use it When fire alarms alert: 1. Calmly evacuate the building to designated evacuation assembly area and do not re-enter the building until the competent authority announces that is safe to re- enter 2. Follow the instructions of the emergency procedures strictly Medical Emergency 1. Call medical emergency number by providing the nature of medical emergency, location of the emergency and your name and phone number 2. Do not move victim unless if no necessary 3. Call any of the following personnel trained in CPR and first Aids to provide prior assistance Page 28

[ Business Name ] Marketing Plan [ YEAR ] Weather and Natural Disaster Emergency Earthquake 1. Stay calm and keep away from overheard fixtures, windows, cabinets and electric power 2. Assist people with disabilities, pregnant woman, child elderly first. 3. Stay inside until the shaking stops or evacuate as instructed by the emergency coordinators Flood: If indoor 1. Unplug the main electrical switch 2. Get ready to evacuate 3. Follow the emergency routes If Outdoor 1. Climb to high-level structures and stay there until safe 2. Avoid and do not attempt to walk or drive through flood.  References:  SITXMPR007 Develop and Implement Marketing Strategies theory booklet. Version 1.0 Created 29/09/2020  SITXMPR007 Develop and Implement Marketing Strategies – PowerPoint Slides V1.0  http://www.articles.bplans.com  http://smallbusiness.chron.com/financial-business-objectives.html.  https://www.accc.gov.au/consumers/consumer-rights-guarantees  http://marketingminds.com.au/regulation.html  https://legalvision.com.au/advertising-and-marketing-series-the-australian- consumer-law/  Brown Rice Pasta Carbonara With Pancetta Recipe | Health.com  Classic tiramisu (taste.com.au)  https://www.business.qld.gov.au/running-business/marketing-sales/ marketing-promotion/marketing-plan/implement-plan  https://www.business.gov.au/risk-management/risk-assessment-and- planning/business-risks  https://www.business.gov.au/marketing/marketing-and-advertising/ business-marketing Page 29

[ Business Name ] Marketing Plan [ YEAR ]  https://business.gov.au/products-and-services/fair-trading/australian- consumer-law  https://consumerlaw.gov.au/australian-consumer-law/legislation  https://www.business.vic.gov.au/marketing-and-sales/increasing-sales- through-marketing/benchmark-your-business  www.mindtools.com/pages/article/newLDR_51.htm  www.safework.nsw.gov.au/health_and_safety/manage-workplace-safety/ emergency-plans  www.foodtodonate.com  The 53 best restaurants in Sydney right now (timeout.com)  Restaurants in Sydney CBD, Sydney - NSW. | BestRestaurants.com.au  CBD Restaurants, Sydney, Restaurants in CBD, Sydney - Urbanspoon/Zomato  https://www.campaignmonitor.com/blog/email-marketing/5-best-types-of- advertising-campaigns-for-your-small-business/  https://www.superoffice.com/blog/measuring-the-effectiveness-of-email- marketing/  https://www.campaignmonitor.com/blog/email-marketing/promoting-with- banners-ads/  https://www.wordstream.com/blog/ws/2015/01/14/restaurant-marketing  https://www.ibisworld.com/au/industry/pasta-production/5479/  https://www.prnewswire.com/news-releases/the-global-gluten-free-pasta- market-was-valued-at-909-8-million-in-2017-and-is-projected-to-reach-1- 289-2-million-by-2025--growing-at-a-cagr-of-4-5-from-2018-to-2025-- 300885124.html  https://www.mplans.com/pasta_restaurant_marketing_plan/ situation_analysis_fc.php  https://thewholefoodcollective.com.au/product/brown-rice-spiral-pasta- certified-organic/  https://www.iesgp.com/blog/top-5-examples-of-customer-relationship- management-efficiency  https://melositalian.com.au/  https://themeatandwineco.com/sydney-restaurants/barangaroo/  https://www.friggitoria.com.au/  https://figorestaurant.com.au/  https://www.nicksgroup.com.au/venue/nicks-seafood-restaurant/  https://sproutsocial.com/insights/bars-restaurants-social-media-guide/  https://www.webstaurantstore.com/article/105/restaurant-marketing.html Glossary Australian Business Number (ABN) – a single identifying number used when dealing with other businesses and the Tax Office. Page 30

[ Business Name ] Marketing Plan [ YEAR ] Australian Company Number (ACN) – the number allocated by the Australian Securities and Investments Commission (ASIC) when you register a company under Corporations Law. Blog –is a shortened word for Weblog (see Weblog). Channel – a way of delivering something to its destination, whether it is a message to be communicated or a physical product to be delivered. Contract – a legally enforceable agreement made between two or more parties. A contract may be a verbal contract or a written contract (or may be partly verbal and partly written). Demographics – the characteristics of a segment of the population, e.g. customers. Domain name – a name that identifies an organisation's address on the internet, either a website address (the domain name follows the 'www') or an email address (the domain name follows the '@' symbol in the email address). Goods and Services Tax (GST) – a broad-based tax of 10 per cent on the sale of most goods and services in Australia. High-end – usually refers to expensive or high quality products/services. Market position – refers to the position an organisation, product or service has in the market, usually in relation to its competition. Milestone – a goal or objective with a target date. Mission statement – is a statement outlining how an organisation intends on achieving its vision. Social media – a group of technology including Blogs, online networks (e.g. Twitter, Facebook, MySpace, LinkedIn) and online collaboration tools often used to expand your network/market reach or collaborate on a large scale. Unique selling position – a characteristic of a business or a product/service that sets it apart from the competition. Vision statement – an inspiring statement that expresses an organisation's main ambitions/goals. Weblog – (also known as a Blog) an individual's or organisation's online website displaying a reverse-chronological list of entries (known as posts). Posts typically include thoughts, observations, promotions, links, images or videos. A Weblog is publically available and allows readers to comment on posts. Page 31