Running head: Exploring Senses Slater 17 May 2014

Exploring Senses
Erica Slater
Business 314
Rick Dunham
ECPI University
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Company Overview
Business Summary
Exploring Senses will be a restaurant in the Washington D.C. metro area. Exploring
Senses serves expert quality dishes from wild game. Exploring Senses is a business casual
environment open for lunch and dinner only.
Mission Statement
The mission is to introduce our guests to new flavors and provide entertaining
experience. Exploring Senses provides a get away from the madness of the city. Exploring
Senses offers a comfortable and business casual environment to have a business dinner or
girls'/guys' night out without the bar or club environment.
Competitive Advantage
Exploring Senses offers professional plates consisting of wild game and a quality service
for lunch or dinner. Guests will spend a few hours experiencing high quality service and unique
tastes and presentation. The environment will differ from classical high-end restaurants by
providing more of a leisure environment. The restaurant will provide high value quality and
service than bars or taverns that normally serves wild game. The service style will be a cross
between American and French and provide offering that are prepared tableside.
SWOT Analysis
Exploring Senses will appeal to various cultures and is located in an area, which is
demographically and culturally diverse. Exploring senses offers a menu and environment
combination that is unique and therefore has a limited amount of competition, this is a strength.
Another strength of Exploring Senses is that the staff is knowledgeable, experienced and
professional. A weakness of opening a new business is being unknown. A specific weakness for
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Exploring Senses is a low table turnover. The turnover rate is how long guests stay at a table.
Since Exploring Senses provides a comfortable, laid back experience the consumer is not rushed
to leave. The goal is to have a higher check average rather than more guests in a certain amount
of time. The area where Exploring Senses will be located provides several opportunities for
success. Decreased competition, the ability to grow produce on the property, and the close
proximity to highly populated areas are several opportunities that will make and save money.
There are two major threats to Exploring Senses. The first is increasing food cost, which affects
most restaurants. Exploring Senses is located close to a major city so there is a lot of traffic on a
regular basis, which may deter consumers.
Strengths
Limited competition with similar offerings
Experienced and professional staff
Weaknesses
Unknown brand name
Low table turnover
Opportunities
Decreased competition in location
Ability to grow produce fresh on property
Close proximity of highly populated areas
Threats
Increasing food cost
High traffic area
Market Segmentation
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The primary segment would be the upper middle class that is health conscious, green
consumers. The reach of the market covers several zip code areas because the consumer base is
large and willing to travel up to an hour or more. The zip codes used are 20613, which is rural
Maryland, 2001, which is midtown D.C., and 22301, which is in Northern Virginia. Each of
these zip codes generally relate to the D.C. metro area, which is also referred to as the DMV
because D.C. Maryland and Virginia are one. The segments of these areas are as follows:
20613 has a population of 12,247 of upscale older and middle aged consumers with an
average income of $104,900
2001 has an average income of $67,700 with a population of 42,545 people and is made
of young adults and mixed income groups, mostly upper middle class
22301 has an average income of $108,500 with a population of 12,000 people mostly
older and middle aged wealthy and upper middle class
The segments in these areas are the same or similar (www.claritas.com).
Target Markets
The upper middle class with and without children is the primary target. This segment has
disposable income on a regular basis and tends to eat out more often. These consumers are in
their late twenties to late forties and are culturally diverse. These consumers are college-educated
professionals who hold white-collar positions.
Positioning
The consumers in this segment would spend most of their time traveling to and from
work. Exploring Senses would do best to invest in radio and billboard ads to catch the attention
of these commuters. Key descriptors would help give them a general idea of what we offer. Ads
and promotions can also be placed on websites such as Groupon that these segments may
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frequent to save money. Paper flyers can be placed in local social areas such as country clubs.
These groups are tech savvy and most likely do not spend much time watching television so ads
here would not be much help. Once Exploring Senses has begun to earn profit these ads can be
placed. Exploring Senses would also have a professional website that provides general, menu
and location information. All of these ads and promotions would emphasis the environment and
quality of service more than the menu itself. When consumers think of Exploring Senses they
will think of prompt service, artistic and delicious meals and relaxation.
Product and Value Creation
Exploring Senses provides a combined product of service and merchandise. Consumers
desire the basic needs to socialize, eat and be appreciated. Exploring Senses facilitates theses
needs with a genuine need to please by promptly fulfilling each guests requests to the best of
their ability. Exploring Senses provides a comfortable environment for socialization, gourmet
meals and accommodations to loyal consumers and new ones alike. Special request are
encouraged and suggestions are provided to make the ordering process convenient. Catering is
also offered as well as hosting of events.
The merchandise available by Exploring Senses is food and beverage. Alcoholic and non-
alcoholic beverages are available. Alcoholic beverages consist of various wines, spirits, cocktails
and beers. Non-alcoholic beverages consist of loose-leaf teas (freshly brewed) and limited Pepsi
products. The food selection is specific to wild game, limited seafood, and vegan and vegetarian
options. The wild game consists of quail, pheasant, venison, boar, and rabbit. Exploring Senses
grows its own produce in a greenhouse on the premises.
In order for Exploring Senses to meet service goals and produce these dishes it would
require a reasonable amount of technology at hand.
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Price and Value Creation
Exploring Senses provides a high quality product that is priced accordingly. Exploring
Senses employs several means to keep the price reasonable for the consumer. Local products are
purchased when available and produce is self sustained instead of being purchased from a third
party. Exploring Senses maintains a green house that provides all of its regularly needed
produce. The menu pricing ranges from twelve to thirty dollars for appetizers and entrees. This
cost covers the service provided by the staff, supplies and utilities.
Place and Value Delivery
The average income in the area of Exploring Senses is $67,000-108,000 (The Nelson
Company, 2014). This places Exploring Senses in an area where its target market is the majority.
The physical location of Exploring Senses allows enough land for growing produce, outdoor
seating and parking. The placement of the building will be accessible from at least one major
highway and easy to find. Exploring Senses is not located in close proximity to any major
shopping centers or neighborhoods in order to maintain a remote and tranquil environment.
Billboards close by will provide directional information as well.
Promotion and Value Communication
Exploring Senses has a high brand equity and therefore will not provide promotional
coupons because Exploring Senses feels that this will diminish the brand equity. Exploring
Senses will occasional post Groupon and holiday offers such as discounted meals for veterans on
Veterans Day or free drinks for mothers on Mothers Day. Exploring Sense will post ads in the
newspaper and on billboards. Exploring Senses will participate in local events such as food and
wine festivals. Exploring Senses will also participate and donate to the community by providing
food to homeless shelters and assisting and hosting fundraisers.
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Sales Versus Profit
Exploring Senses measures sales by the ticket average daily, nightly, weekly, monthly
and quarterly. These records are retained to forecast future business so that Exploring Senses is
prepared and to set goals to increase these numbers. Profit at Exploring Senses is measured by
employee turnover and guest retention. A low employee turnover is the goal. This is when
employees remain with the company for extensive periods of time such as several years. When
this is achieved Exploring Senses knows that it has provided a healthy and satisfactory work
environment. Money and time are spared on training. Guests that visit Exploring Senses on a
regular basis are the best marketing tools to have. That is why this is an important part of profit
at Exploring Senses.
Market Growth
Exploring Senses number one goal for growth is positive brand recognition. This is not a
franchise or food chain and does not desire to be. The name should coincide with high quality
product and incomparable service. Exploring Senses is a first thought when a guest is in search
of a unique and exquisite meal experience. This will boosts sales and profit for the restaurant.
The second goal of Exploring Senses is to establish high brand equity. Exploring Senses
will not be associated with lies, unmet value expectations, or mistreatment of the consumer. In
the instance that this happens Exploring Senses has failed itself, community and employees.
These goals can be measured and met by always promoting consumer and employee feedback, as
well as ensuring all employees and staff is thoroughly and properly trained prior to guest
interaction and maintaining the establishment and its equipment.
Customer Relationships
Exploring Senses is a restaurant with three departments: heart of the house (HOH), front
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of the house (FOH) and the administration. The heart of house staff is a team of employees who
prepare and cook food for the guests. The front of house staff is a team of employees that greet
and serve the guests. Administration keeps the business running by issuing compensation to
employees, making sure the bills are paid and they set the overall goals for the restaurant.
All of these departments affect each other and the guests, so it is important that they have
a clear and open line of communication. Teamwork cannot be successful with out
communication. Managers are delegated to communicate and achieve the broad goals given by
administration. Management and administration are in charge making sure the s done. There is a
FOH manager and a HOH manager. These two managers set more specific goals for their
respective department so that the overall goals set by administration can be achieved. These
specific goals are communicated to the three assistant managers in each department. The
assistant managers are the ones who delegate tasks to employees so that the specific goals of the
department managers are achieved.
Customer satisfaction is the number one goal of Exploring Senses. This means the
restaurant must have satisfied employees who in turn cater to our customers. The FOH or HOH
employees of Exploring Senses are the direct line of communication to the guests. Exploring
Senses maintains an open door policy in order to keep these employees pleased and open.
Employees must feel at home and comfortable to converse with their fellow employees and
managers when necessary. Managers must be seen as authority and counselors. With this
mindset the restaurant can avoid mishaps due to employees with bad attitudes. This will promote
team cohesion. Managers should also communicate the expectations clearly to their employees
and offer assistance when necessary.
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Technology has made communication between departments and guests more accurate and
quicker. Exploring Senses provides numerous venues of communication through social media
and email outside of the workplace. These venues are used to encourage employees and guests to
participate in Exploring Senses sponsored group activities such as cookouts, field days and
volunteer opportunities as well as providing feedback on the operations. The restaurant also
encourages managers and employees to exchange phone numbers and even email addresses in
case of emergencies, questions or concerns. In the restaurant technology makes communication
easy so that the Exploring Senses team can work fast and efficiently. A handheld POS system
relays guests orders straight to the HOH and bar from the FOH team. All managers and the FOH
team are provided a two-way radio to relay messages such as spills and completed orders that are
ready for delivery.
All of these technologies and techniques ensure successful service, but accidents do
happen. Exploring Senses provides the tools to limit these accidents. There are also rewards for
successful teamwork and individuals. Individuals receive quarterly reviews where they can
receive raises according to their performance; their peers do these reviews. Rewards are given to
whole teams quarterly, such as gift cards or dinners. The management team performs these
reviews. These reward systems will encourage teamwork more than traditional rewards such as
employees of the month because it celebrates the team rather than the individual.
Exploring Senses encourages a hard working and cohesive team environment. The FOH
and HOH employees are just as important as the guests. The employees should feel a sense of
comfort and security at work and with their management team. At Exploring Senses teamwork is
important as well as personal growth and development. Exploring Senses promotes all of these
things to create the ideal work environment for all of its team members. The consumer
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experience is also very important to Exploring Senses. Consumer feedback is encouraged
through all of the available feedback venues and in person as well.
Social Responsibility
Exploring Senses recognizes that every business has a responsibility to give back to the
community it is established in. Exploring Senses participates and donates to several local and
inner city programs for the homeless and orphans. Exploring Senses also hosts fundraisers for
the same causes. Exploring Senses also encourages employees to interact with the community
and each other to community and accomplish these goals.

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Resources
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Barrow, Collins. 2012. The business plan workbook, 7
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Flore, Frank. 2005. Write a business plan in no time. Retrieved from ECPI online library.
Grewal, Dhruv; Levy, Michael. 2013. Marketing, 3rd Edition. Retrieved from
http://ecpi.coursesmart.com/0077598466.
The Neilson Company. Retrieved 31 May 2014 from http://www.claritas.com/MyBestSegments.