Enterprise and Entrepreneurial Management - Essay Example

Moovers and Shakers must focus heavily on internal human resources strategy to ensure that service staff members positively and enthusiastically represent the business brand. Their performances coupled with moderate and competitive pricing will help Moovers and Shakers gain market interest and achieve better profitability. Moovers and Shakers 1. Introduction Moovers and Shakers is a small, mobile food service business that will be serving Coventry, the 12th largest city in the UK maintaining a population of 316,900 as of 2011 (Coventry City Council 2012).

Coventry maintains a diverse variety of different commercial centres, stadiums for sporting events, and five colleges and universities that will assist in sustaining profit for the business. Moovers and Shakers will consist of three mobile food carts, staffed in different locations within the boundaries of Coventry operating between the hours of 11am and 8pm, except during special events (e.g. sporting, school functions or arts and drama) in order to capture lunch and dinner crowds; especially commercial professional customers.

Moovers and Shakers will carry a limited, yet targeted menu consisting of hamburgers, gourmet franks, nachos and cheese, pretzels and accompanying frozen and fountain soft drinks. What makes Moovers and Shakers so extraordinary will be the moderate pricing structure and an emphasis on food serving flair provided by recruited operators (staff) to make the Moovers and Shakers dining a complete and interesting experience. Moovers and Shakers will be established as a sole trader organisation. This structure will provide the owner with more control over the business, ranging from administration to accounting, and this business structure requires much less regulatory restrictions and licensing necessary for a small start-up.

The sole trader format also gives the business owner much more control over exit in the event that the business is not achieving expected profitability or in the event of the owner seeking a different business opportunity. This is due to the fact that the sole trader maintains 100 percent liability for the company. Until the business is able to expand, maintaining profit control for a single business owner is necessary to ensure proper wage accumulation without split capital. The key to success for Moovers and Shakers is food quality and variety, however it is the finesse and flamboyance of food preparation by the mobile cart operators that will gain customer interest and build more allegiance to the Moovers and Shakers brand identity.

Mobile cart operators will operate the frozen drink machines and accessories much like a high-class bartender, putting on a display for customers during preparation. These expert employees with the skills for food prep panache will perform a variety of tossing and juggling when assembling the customers’ products, giving Moovers and Shakers a rapid reputation for a stylish food experience. As such, the business plan will focus on recruitment and retention needs as employees will be vital to building a positive brand and how to reduce risk of losing qualified, expert employees.

The business plan will also rely heavily on advertising in order to compete. The business plan therefore focuses on models of marketing that are known to bring more buyer interest and how Moovers and Shakers intends to apply these lessons to this innovative mobile food business. The