Business Plan
BUSINESS PLAN
PART 1 - THE STRATEGY
PLANNING TO MAKE YOUR PUB A SUCCESS…
Pub Name:
v 21
Business Plan
Application Details
Name of Pub:
Address of Pub:
Applicant 1
Applicant 2
Name:
Home Address:
Contact Number:
Email Address:
Signature:
Date:
Taking on a pub is a serious decision. It is important that you have thought hard about why you want
to take such a step and that you have planned exactly what you will need to do to ensure your venture
will be a success. Only then can you judge whether you are likely to be able to achieve the income
and rewards that you desire. Punch also needs to be convinced that you know what to do and why,
and that your plans are right for you and are aligned to our vision for the pub. As part of your
application process you must produce a business plan for the pub business you have identified. The
business plan is a two stage process; Part 1: The Strategy and Part 2: The Financials.
On completion of Part 1, your Partnership Development Manager will review your strategy in detail,
highlighting and documenting any discrepancies that present a potential risk to the success of your
business. This may result in us agreeing not to proceed any further with your application. If we do
agree to proceed, you will move on to complete Part 2: The Financials. You must take independent
professional financial and business advice on this section, so that we can all be comfortable with your
financial predictions. Part 2 must incorporate the independent professional financial and business
advice that you have taken.
On completion of Part 2, your Partnership Development Manager will review your business plan in
full, again highlighting and documenting any discrepancies that present a potential risk to the success
of your business. This may result in us agreeing not to proceed with a partnership.
Remember that any business plan is a working document, subject to constant review and amendment
over time. It will be reviewed periodically with your accountant as well as your New Business
Development Manager and Partnership Development Manager, and used to track your business
progress and help you develop strategies for further success.
1
Business Plan
About The Pub
How are things now? Give
a clear view of what the
pub is like at present.

Describe the pub, its
facilities and any
outside trading areas.

Describe what condition
the pub is in.

Describe the immediate
area in which the pub is
located.

Describe the current
trading operation.

Describe any relevant
trading history.
2
Business Plan
Demographics
Who are your likely
customers? Consider the
local demographics of the
area within 1.5 miles of the
pub.
To assist you with this, your
Partnership Development
Manager can provide you
with a Demographic Report
for the pub.

What kind of people live
and work in the area?

Who comes into the
area? e.g. shoppers,
office workers, tourists,
people at night for local
nightlife?

Are they old or young?

Do they have families?

Do they have much
money to spend?

What kind of houses do
they live in?

What type of work do
they do? e.g.
professional, blue collar,
student, retired?

How many of the type of
customer you are trying
to attract live within 1.5
miles of the pub?
3
Business Plan
Local Investment
Are there any
developments or changes
in the area that may
influence trade?
Ask around, speak to the
council, and find out what is
happening in the area.
Look in the local paper for
licensing or planning
applications.

Is the area doing well or
is it in decline? Are
shops opening or
closing? Are houses
selling? Is new housing
being built?

What specific future
events might impact on
trade – good or bad?
e.g. the building of a
shopping centre, a new
road scheme, or the
closure of a factory.
4
Business Plan
Local Market
Where do people in the
area eat, drink and spend
their leisure time?
We recommend that you
visit and talk to the local
competitors.
Describe the main
competitors.

What do they offer
customers?

Why do people
choose to go to these
places?

How successful are
they?

Why are they
successful?

Where are they in
relation to your pub?
Is there a circuit in the local
area?
 Could / does your
pub fit into the
circuit?

Is there anything
missing from the
circuit that people
might look for?
Attach any relevant maps
to the Business Plan.
5
Business Plan
Main Competitors
Name
Retail style
Location and
distance from
your pub
Who are their
customers?
What do they
offer to attract
customers?
Will you try to
attract their
customers? If
so, how?
Price of a pint of
standard lager?
Price of an
evening meal?
Opening hours?
How do you
rate this
competition out
of ten?
Reasons why?
/ 10
/ 10
6
/ 10
Business Plan
Customers
am
pm
pm/late
am
pm
pm/late
am
pm
pm/late
Existing
 Who are the
existing customers
of the pub you are
interested in?

Why do they use
the pub?
Potential
 Are there
customers you
could move from
your competitors?

Are there
customers who
aren’t catered for
in the area?
Target
 What should your
target market be
to increase and
maximize your
trade and profit?
7
Business Plan
The Offer
What do you intend to offer in
order to attract customers?
Show reasons why customers
will want to come to your pub.
General
 What sort of pub is it
going to be? Will it
change during the course
of the day?
Drink
 Is the offer going to be
driven by cask ales,
standard draught lagers,
premium draught lagers,
world lagers, bottled
beers, spirits, wines etc.?

What will make your wet
offer stand out from your
competitors?

Will the pub be part of
Cask Marque?

What will be the price of a
pint of standard lager?
Food
 What is the purpose of
food in your pub?

Who is going to eat here?
Where do they come
from?

What sort of food is going
to be on offer?

What will the price of the
meals be?

Will the offer change
during the day?

What will make your food
offer stand out from your
competitors?

Frequency of menu
update?

Attach any draft menus
8
Business Plan
The Offer
Opportunity
 Is there a market for the
offer you are proposing?
Entertainment
 Will entertainment play a
part in your pub? If so,
what sort?
Music
 How will music be
provided? What sort of
music will it be? How will
it change throughout the
day? How do you intend
to market the offer?
External Marketing
 How will you tell people
about what is on offer?
Adverts, flyers, radio, Aboards, direct mail etc.?

How are you going to
launch your business?
e.g. opening night, press
invites etc.?
Social Media
 How are you going to
make social media drive
sales in your outlet e.g.
o Website
o Twitter
o Facebook
Smoking Policy
 How will you
accommodate the
smokers?
9
Business Plan
The Team
Staffing
 What employees will be
taken on over the next
three years, with which
skills, in which areas of
the business?
 How will you find these
employees?
 Where do you expect
these employees to come
from?
Training Plans
 What training will be
undertaken in order to
build and maintain a
skilled team?
 How will training address
future market
developments?
Reward & Recognition
 How will you motivate
and retain your team?
Communication
 What methods will you
use to communicate with
your team?
 How often?
Your Role
 Are you going to work in
the business day to day?
 What will your role be?
10
Business Plan
Sales Rhythm of the Week: Key events to drive footfall in the pub each week
Daytime activity
Evening activity
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
11
Pricing strategy and
promotional activity
Opening hours
Business Plan
Sales Rhythm of the Year: Key events to drive footfall in the pub during the year
SEASONAL EVENTS
January
February
March
April
May
June
July
August
September
October
November
December
12
Business Plan
SWOT Analysis
Strengths – identify characteristics of the business
that give it an advantage over others.
Weaknesses – identify all issues that need
addressing.
Opportunities – identify elements that the business
could exploit to its advantage.
Threats – identify elements in the external
environment that pose risks to the business.
Additional Information
The following area allows you to include any further information you feel may be appropriate to include in
your business plan.
13
Business Plan
Executive Summary
Summarise what it is you are
trying to achieve. Start with the
end in mind. What is your
Vision for the pub?

What will the pub be
famous for?

Who is your target
market?

How will you attract old
and new customers
alike?

How will you launch the
pub?

Why do you believe this
pub is the right for you?

How will you ensure that
the business makes you
a good living?
Why do you believe you are
the right partner to work with
Punch in this pub business?
14
Business Plan
Statement of Personal Assets & Liabilities
In order that we may fully appraise your application, please complete the following questionnaire as fully as
possible.
Where assets or liabilities are jointly held, please asterisk(*)
Applicant 1
Assets
Liabilities
Value of current property
£
Residential mortgage loan
£
Value of Buy To Let property
£
Buy To Let loans
£
Value of commercial property
£
Total commercial loan
£
Cash deposits
£
Current overdrafts
£
Saving schemes
£
Credit card balances
£
Other assets
£
Unsecured loans
£
Hire purchase
£
Personal guarantees
£
Other liabilities
£
TOTAL LIABILITIES
£
TOTAL ASSETS
£
.
Applicant 2
Assets
Liabilities
Value of current property
£
Residential mortgage loan
£
Value of Buy To Let property
£
Total Buy To Let loans
£
Value of commercial property
£
Total commercial loan
£
Cash deposits
£
Current overdrafts
£
Saving schemes
£
Credit card balances
£
Other assets
£
Unsecured loans
£
Hire purchase
£
Personal guarantees
£
Other liabilities
£
TOTAL LIABILITIES
£
TOTAL ASSETS
£
15
Business Plan
The Money Required
Outline the overall cost of starting the business and the intended investment including VAT.
Initial Costs
Working capital
Purchase of opening stock
Fixtures & fittings (upfront
payment / initial deposit)
Investment contribution
Security deposit
Legal & professional fees
Training fees
Business launch costs
Stamp duty & land tax
Other (please state)
TOTAL INITIAL COSTS
Source of Funds
Cash
Secured loan
Unsecured loan
Overdraft
Other (please state)
TOTAL FUNDS AVAILABLE
By completing this Business Plan Punch Taverns does not commit itself to accept your
application and, for the avoidance of doubt, it does not constitute any offer, expressed
or implied, of any appointment, lease, tenancy or business opportunity.
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