McKnight's Pub

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Irish Pub Bar Business Plan

Strategy and Implementation Summary

McKnight's strategy is to leverage its existing advantages of location, attractive 8 p.m., established clientele, and reputation; and couple this with its new brewery to create a value added product/service experience to its existing customers and to enhance appeal to attract the beer appeal to McKnight's. In short, the company seeks to create a value-added approach to its drinking establishment and bring in new customers to achieve both a higher margin than previously experienced and increase overall profitability through new customers.

5.1 Marketing Strategy

McKnight's plans to advertise its new brew pub through newspaper and magazine articles, focusing primarily on entertainment and lifestyle publications. In addition the pub will run ads in local journals and plans to put up four billboard advertisements. Past experience with other taverns and brew pubs indicates that radio is an especially useful tool to this industry and management plans to run ads with three of the local radio stations most listened to by young professionals aged 25-40. In order to ensure the maximum efficiency from this campaign, McKnight's has retained the services of an advertising consulting firm. Ads and articles are scheduled to begin approximately one month after the brewery begins operation.

5.1.1 Pricing Strategy

Pricing of our products must remain initially competitive with our rivals. Management does however plan to price our in-house beers somewhat more than our other products to reflect production costs. This is typical within the industry and can create higher margins. If McKnight's is able to capture a significant number of newer customers, then management will consider a rise in overall prices to reflect our established unique position.

5.2 Sales Forecast

These illustrations and tables show our present sales forecast.

Sales Forecast
2003 2004 2005
Sales $1,017,000 $1,307,000 $1,410,000
Other $0 $0 $0
Total Sales $1,017,000 $1,307,000 $1,410,000
Direct Cost of Sales 2003 2004 2005
Sales $457,650 $562,010 $578,100
Other $0 $0 $0
Subtotal Direct Cost of Sales $457,650 $562,010 $578,100

5.3 Milestones

This table lists important program milestones, with dates and managers in charge and budgets for each. The milestone schedule indicates our emphasis on planning for implementation.

Milestone Start Date End Date Budget Manager Department
Business Plan 6/16/2001 8/15/2001 $4,000 Davis N/A
Secure Loan 8/15/2001 12/15/2001 $0 Davis N/A
Brewery Installation/Renovation 1/1/2002 3/15/2002 $390,000 Davis N/A
Advertising Campaign 4/15/2002 8/15/2002 $9,000 Davis N/A
Totals $403,000

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