Knowledge and Understanding Explain the different types of business structures and the benefits of each.

ASSIGNMENT BRIEF

ASSIGNMENT TASK QUESTION

• You are to write a Business Plan that applies general management ideas to a specific business.
• The plan should be min

You are drafting min Business Plan that outlines your new business venture.

Select ONE type of business you will be starting from the following list (it is recommended that you choose one that is related to your intended course of study):

• Organise British Fashion week at the O2 arena, London
• An Ice cream bar in Kensington
• A training centre for the unemployed
• A legal agency business providing legal assistance to other businesses
• A financial investment businesses giving advice to other businesses
• An agency working with the Housing Association (public services) that provides homes for disadvantaged people

Business Plan TEMPLATE 

1.1  Business Type [5 marks]

• Is your business a Partnership or a Company formation? Explain why you have chosen this business model

1.2  Research: [10marks]

• Research into the business service you have chosen; identify existing competitors.
• Illustrate using UK and local statistical data; marketing surveys (Eg: ONS; Interbrand) Explain why you think there is a demand or market for your service

Part 2.1 : Apply McCarthy’s 4Ps and any other relevant models:

• Place: Conduct a location search for your business and identify your competitors within the area.
• Products / Services: Describe in detail the product/ service that the business will offer, illustrate with examples.
• Price: Apply three Pricing strategies you have learnt, illustrate with examples.
• Promotion: What marketing strategies will you adopt. Explain why you would use social media

[40 marks]

2.2  Employees/ staff [ you must have a minimum of 3 & maximum of 7 employees] [10 marks]

• Explain the job roles assigned to the business employees. Eg: role of the manager/s
• Explain the advantages & disadvantages of having Zero-hour contract workers and Agency staff.

2.3  Customers/ clients [10 marks]

• Identify your customer target market. Who are your customer cohorts?

3.1 Should your business be successful, explain how the business could expand in the future. Illustrate by giving examples, what strategies you would adopt to expand

Sample Answer

Business Plan
Business Name: Frost & Whirl Ice Cream Bar
Location: Kensington High Street, London

Part 1: New Business Venture 

Nature of Business and Services Provided
Frost & Whirl is a stylish, modern ice cream bar located in Kensington, London. The bar will offer premium handmade ice creams, sorbets, vegan options, waffles, milkshakes, and hot beverages. It will cater to families, tourists, and local residents seeking a unique dessert experience.

USP and Competitive Edge
Our Unique Selling Point (USP) is the offering of 100% organic, locally-sourced ingredients with rotating seasonal flavours and gluten-free/vegan options. What sets us apart is our “Create-Your-Own” sundae station, allowing customers to personalise their desserts using an interactive touchscreen.

1.1 Business Type 

Frost & Whirl will operate as a Limited Liability Company (LLC). This structure was chosen to provide personal liability protection while allowing ease in raising capital and establishing credibility. A company format also helps with future expansion plans and building a strong brand identity.

1.2 Market Research 

London’s ice cream market is valued at over £1 billion and continues to grow due to rising demand for artisan and vegan treats (Statista, 2024). Kensington is a prime location with high footfall from tourists, shoppers, and residents. Competitors include chains like Amorino and Gelato Mio, but these do not offer customisation or focus on local sourcing. Our customer surveys showed 78% of respondents preferred locally made and healthier dessert alternatives. Demand is further supported by summer festivals and school holidays increasing foot traffic.

Part 2: Marketing Plan & Operations 

2.1 Applying McCarthy’s 4Ps

Product
Frost & Whirl offers a mix of classic and creative ice cream flavours, all handmade using organic milk and seasonal fruits. Vegan, nut-free, and gluten-free options ensure accessibility for all customers. The “Create-Your-Own Sundae” allows for toppings like fruits, nuts, syrups, and candies. Other offerings include:

• Bubble waffles

• Hot and cold beverages

• Ice cream cakes for birthdays and events

Place
The store is located on Kensington High Street, close to museums, parks, and shopping areas. This prime area ensures regular footfall, especially from families, tourists, and students. Online ordering and delivery via UberEats and Deliveroo will expand our reach.

Nearby competitors include:

• Amorino (premium Italian gelato)

• Oddono’s Gelati

• Ben & Jerry’s pop-up kiosks

However, none offer the same level of personalisation or focus on dietary needs.

Price
We will apply three pricing strategies:

1. Value-based pricing – Premium pricing for quality, handmade, organic products.

2. Penetration pricing – Opening month discounts to attract loyal customers.

3. Bundling – Deals like “buy 2 get 1 free” or “waffle + scoop combo”.

This balance allows competitive pricing while maintaining profitability.

Promotion
Frost & Whirl will focus heavily on digital promotion, including:

• Social media ads on Instagram, Facebook, and TikTok, using influencer reviews

• Loyalty app offering discounts and free scoops

• Student discounts with local universities

• Seasonal offers (e.g. free toppings in summer)

Social media is essential for reaching younger customers and promoting our aesthetic ice cream creations. We’ll also partner with food bloggers for initial visibility.

2.2 Employees/Staff

We will employ five staff members initially:

1. Store Manager – Oversees operations, stock control, and customer service.

2. Shift Supervisor – Ensures staff follow safety and quality standards.

3. 2 Ice Cream Makers/Servers – Handle preparation and serving.

4. Marketing Assistant (Part-time) – Manages social media and promotions.

Zero-Hour Contracts
Advantages:

• Flexibility during off-peak seasons

• Cost-effective as employees are paid only when needed

Disadvantages:

• Uncertainty for staff can lead to low morale

• Can affect service quality if experienced staff leave

Agency Staff may be hired for busy events, but regular employees ensure better consistency and customer connection.

Continued...