Executive Summary

Name of Business: Phoebes Pizza Parlor

Product or Service provided or offered: Pizzas, Sodas, Fries and various others.
Type of Business: Sole Trader
Location of Business: Savany Drive, New Port, Yutton.
NAME OF OWNERS/
MANAGEMENT
PERSONNEL

1. PHOEBE DALLAS
2

QUALIFICATIONS/EXPERI
ENCE
GRADUATE WITH MASTERS
DEGREE
IN BUSINESS MANAGEMENT
AND
FOOD HANDLING.
GENERAL MANAGER AT THE
JENSON HOTEL AND SPA.

Description of Customer Base/Target Market: Students, Business persons and others in

the area.
Marketing Strategy to be employed: Persuasive Advertising, Price Lining, Producer to
customer
Mission Statement: Phoebes Pizza Parlor aims to be the most well-known pizza
business by catering to all the needs of our customers. We aim to bring alive all the
ideas that can possible be conjured by our customers imaginations at a reasonable
price in great quality and on time. We also aim to ensure that no customer ever
enters the establishment and leave dissatisfied with our service, meal and or any
other aspect of our business.

Page 1 of 21

Description of Business
Phoebes Pizza Parlor is a sole trader business operating in a mixed economy. The
business is owned and operated by Phoebe Dallas a graduate of the Newell
University of Business with a master degree in business management and food
handling. Phoebes Pizza Parlor is a restaurant service to the people of Yutton. It
produces pizzas of all sizes, sodas, fries and other various yet exotic dishes to
appeal to customers. We aim to be able to expand the business around various
locations until it is known worldwide. Phoebes Pizza Parlor is located at 132
Springs View Drive, New Port, Yutton.

Mission Statement
Phoebes Pizza Parlor aims to be the most well-known pizza business by catering
to all the needs of our customers. We aim to bring alive all the ideas that can
possible be conjured by our customers imaginations at a reasonable price in great
quality and on time. We also aim to ensure that no customer ever enters the
establishment and leave dissatisfied with our service, meal and or any other aspect
of our business.

Vision Statement
To become renowned for our exceptional services and customer satisfaction,
efficiently delivered by our highly skilled and motivated team of professionals.

Page 2 of 21

Justification of Location
Phoebes Pizza Parlor will be located at 132 Springs View Drive, New Port,
Yutton. It is a block away from the renowned Savany Springs at the intersection of
the Donnaway Highway. This location is ideal to the business as it is located in the
center of our target market to appeal to our customer base as well as to promote
sales and increase profit. The location of our business allows customers a
magnificent view of the springs waterfall providing them with a feeling of peace
and tranquility as they enjoy their meal.
We chose to be near the highway so that all our customers who are hungry or
craving something to eat yet are in a hurry to reach their destination have easy
access so they can use our drive through to quickly purchase anything they desire
from our menu and have it hot and ready within five minutes to be back on the
road.
Although we are close to the highway we are at a suitable distance away that
the hustle and bustle of the vehicles and traffic does not disturb any of the
customers dinning at our establishment. The location of our business is also very
convenient as it is located far away from where our competitors are concentrated.

Page 3 of 21

Selection of Appropriate Labour

TYPE OF
LABOUR

BAKER
(SKILLED)

NO. OF
PERSONS

CASHIER
(SEMISKILLED)

WAITERS
(SEMISKILLED)

10

JANITOR
(UNSKILLED)

CATERORS
(SKILLED)

COOKS
(SKILLED)

BUS-BOYS
(UNSKILLED)
CONCIERGE
(SEMISKILLED)
VALET
(SEMISKILLED)

1
3

DUTIES
/FUNCTIONS
TO BAKE THE BASES
OF THE PIZZAS
AND OTHER BAKED
GOODS.
TO TAKE CUSTOMER
ORDERS AND
MANAGE ON-HAND
CASH
TO ENSURE THST
EACH
CUSTOMER IS SERVED
ON TIME
TO ENSURE THE
BUSINESS
IS CLEAN AND
APPEALING
TO CUSTOMERS
TO DEAL WITH
SPECIAL
EVENTS CATERED TO
BY THE
BUSINESS
TO ENSURE ALL
DISHES ARE
EDIBLE, ENJOYABLE
AND
DELICIOUS TO
CUSTOMERS
TO ENSURE ALL
KITCHEN
UTENSILS ARE CLEAN
AND
PREPARED FOR USE.
TO DIRECT
CUSTOMERS WHO
HAVE MADE
RESERVATIONS
TO THEIR TABLE
TO PARK CUSTOMER
CARS IN
APPROPRIATE AND
Page 4 of 21

NECESSITY OF THIS
TYPE OF LABOUR
NEEDED BY THE
BUSINESS
TO HELP GENERATE
INCOME.
NEEDED BY THE
BUSINESS TO
EFFICENTLY MANAGE ALL
ON -HAND FUNDSAND
AID IN
CUSTOMER CARE
TO REDUCE THE
AMOUNT OF
TIME EACH CUSTOMER
WAITS
FOR SERVICE
NEEDED BY THE
BUSINESS TO
PREVENT HEALTH
DEPARTMENT
VIOLATIONS
TO REACH DIFFERENT
AREAS OF
THE MARKET AND
IMPROVE
THE COMPANY NAME
TO GENERATE FUNDS
AND HELP
WITH ESTABLISHMENT
OF
BUSINESS
TO PREVENT HEALTH
CODE
VIOLATION
TO PREVENT OVER
CROWDING
AND TO PROMOTE
EFFICENCY
TO PREVENT
CUSTOMERS FROM
WORRING ABOUT

RETRIVABLE SPOTS

ACCOUNTANT
(SKILLED)

TO MANAGE THE
VARIOUS
BOOKS ASSOCIATED
WITH
THE BUSINESS AND
PREVENT
DEBT.

PARKING
WHEN DINNING.
TO MANAGE THE
BUSINESS'
FUNDS AND INCOME AND
TO
ENSURE THAT THE
BUSINESS
IS ALWAYS MAKING A
PROFIT

Sources of Fixed and Working Capital

The fixed capital of the business is expected to be obtained by $1,000,000
from the personal account of the entrepreneur Phoebe Dallas, $2,000,000 from
venture capitalist hoping to get a share of the business as well as $1,000,000 from
family members. This will then be used to purchase fixed assets such as machines
and equipment, fixtures and fittings, dishes, silverware and utensils. Fixed assets
such as: industrialized stoves, refrigerators, mixers, juice dispensers, a brick oven,
company van and POS (Point Of Sale) devices.
The working capital of the business is expected to be obtained by $1,000,000
from the entrepreneurs personal account and $5,000,000 loan from the Frenson
Commercial Bank. This will then be used to purchase: stock, pay company ages
and salaries, purchase supplies and pay bills. Stocks to be bought are: flour, sugar,
eggs, meats of various types, fruits and many others. All funds left over are placed
in the companys earnings by the accountant.

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Roles of the Entrepreneur

An entrepreneur is a person who takes on the risk of starting his/her own
business. He/she takes the risk of investment to create a marketable good or
service for financial gain. He/she is very perceptive and takes advantage of
business opportunities that will generate high profit. He/she is the coordinator of
the factors of production, and is not only concerned with satisfying personal goals
and ambitions but also with social responsibilities. Such a person also undertakes
the risk of investing money, time and energy in the building of the business in an
aim of making a profit.

Functions
Takes the risk to enter the market or start a business venture. This
involves undertaking new business possibilities. These could involve
producing new products or re-creating old products
To coordinate the factors of production. To take advantage of the factors
of production to ensure the business maximizes sales and production and
increase the profitability of the business.
To set targets and goals to be met. This involves planning and organizing
all the assets at his/her disposal in order to further the business. The
assigning of roles to individual and him/herself to meet in order to
further the business.

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Type of Production
The type of production that takes place in Phoebes Pizza Parlor is secondary
and tertiary level. At Phoebes Pizza Parlor we purchase the raw meat from Bens
Butchers as well as flour from Mac Wholesale and other ingredients to produce
our products. With the aid of these raw materials we are able to create our products
to be distributed and sold to customers.
When the goods we have purchased are turned into commodities that are
essentially for our business, our team of skilled professionals employed by the
business will then produce the goods to be sold by the business to customers so
that we can enhance our productivity and increase profit and sales.

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Levels of Production
Phoebes Pizza Parlor will operate in the domestic level of production as the
business begins to start-up. Goods will be purchased not just for those that work
and operate in the vicinity of the business but also for the local and domestic
market.
As the business grows we hope to be able to not only just operate at the
domestic level but also at the surplus level. This is so that we may be able to
export our goods to other countries where branches of our business will be located.
We also aim to not only ship the products as a whole but to instruct our branches
on the type of ingredients to be used to create our products.

Page 8 of 21

Quality Control Measures

Food Handlers Permit
At Phoebes Pizza Parlor we set in place many quality control measures that
will help our business to run smoothly and without any blemishes on our record. In
order to prevent any discrepancies with the health department it is a part of the
business regulations that all employees own a food handler permit that is up to
date. It shows that all the personnel operating in the business are qualified and
capable of catering to the needs of our customers.

Suggestion Box
At our business we also value the opinions of our valued customers and as
such often encourage them to inform us (the staff) of any changes they would like
to add to the menu. When we receive the feedback from our customers it aids us
into knowing what we can do to better satisfy their needs. At Phoebes Pizza Parlor
we encourage a healthy relationship between staff and customer so as to minimize
any grievance procedures.

Annual Health Inspections

In order to make our business a suitable place for customers to enjoy a meal,
we implement an annual (yearly) health inspection as a guarantee to customer that
their health is always in mind at our establishment. Our inspections assure
customer that if the environment was not safe for food handling we would not
expose them to it; as such this keeps customers satisfied and helps to increase
sales.

Page 9 of 21

Use of Technology
The P.O.S System
At Phoebes Pizza Parlor we installed a P.O.S (Point- of- Sale) device which is
a computerized replacement for a cash register. This system can read and track
customer order, process credit and debit cards, connect to other systems in the
network and manage inventory. The P.O.S device operates faster than the ordinary
cash register which increases the amount of sales that can be made on one device.
This will ensure that customers dont have to wait in a line for long or suffer the
misfortune of a mixed up orders or after waiting in a line only to be told that we
are out of their desired product. Due to the system being able to manage inventory
it make the cashier aware of what is in stock and in what abundance.
The device also allows the cashiers to communicate electronically with the
chiefs to make them aware of orders to be prepared and thus vice versa the chiefs
can make the cashiers and waiters aware of when an order is ready. This device
thus through many channels improve and enhance the business productivity.

Electronic Date Book

The business also owns and operates an electronic date book. It is used by the
concierge to record and schedule the dates for reservations made by the customers
of the business. This device reduces and prevents the chance of a mix up in
reservations for customers and or the loss of a customers data for a reservation. It
will also make the concierge aware-on the date-of when the customer will be
arriving. This device enhances the efficiency of the concierge in dealing with
customers.

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Linkages
At Phoebes Pizza Parlor we associate in two types of linkages. We focus on
backwards linkage with two of our suppliers and forward linkage with two of our
distributers. We link backwards with Bens Butchers to procure the various types
of meats used by the business to create many of our dishes. We also link
backwards with Greener Pastures a farm that produces all the fruits and vegetables
that the business requires for production to take place.
Along with backward linkage we also take part in forward linkage. We take
part in forward linkage with two of our distributers Domingos Pizza whom we
supply with various types of our dishes to branch out and Merger Mart to whom
we supply microwavable forms of our products to be distributed to customers.
BACKWARDS
PHOEBES PIZZA
PARLOR

PHOEBES PIZZA
PARLOR

BENS BUTCHERS

GREENER PASTURES

Page 11 of 21

Forward

DOMINGOS PIZZA

MERGER MART

PHOEBES PIZZA
PARLOR

PHOEBES PIZZA
PARLOR

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Potential for Growth

Phoebes Pizza Parlor will have the potential to grow to maximum level internally
and externally. Internally we introduce new products to the market every year so
as to increase sales and expand the market.by these increases we are then able to
increase the amount of workers employed by the business. These advances also
help to keep the business relevant in the eyes of the customers in the market
structure. We can also expand our business to increase output by purchasing more
machinery; this can also influence a healthy environment of both automation and
mechanization.
Externally the business can branch out by setting up smaller divisions of the
business in rural areas to expand the market. In the rural areas there is less likely
of a chance that their will any competition to share the market with. This can then
increase the profitability of the business. The business can also merger
horizontally with another business at the same level of production. We can also
merge vertically backwards with our suppliers so that the business will never lack
of any ingredient required for production. We can along with merging vertically
backwards- merge vertically forwards with distributers to ensure that the business
does not end up storing more than it is distributing to the public. These growths
will help the business to earn more profit, increase market share and remove
competition against the business.

Page 13 of 21

Government Regulations
Food Handlers Permit
The regulations set by the govern aids the business as it helps us to know what
guideline to follow by in order to maintain a safe and healthy environment to do
business. The laws passed about food handlers permit helps the business seeing as
how all the employees of the business possess one of their own, customers feel safe
doing business with us due to this law. The food handlers permit can be seen as a way
to attract more customers to the business.

Minimum and Overtime Wages

The dictating that every employee is to be paid minimum wage also aid the
business as it would be grossly unfair and almost slave like to work an employee and
not pay him/her what is rightfully theirs. After completing the hours agreed upon by
the employer and employee the employee should be fully paid what was stipulated
among them and more if he/she worked more hours than they were supposed to. This
law also helps to prevent the business having to go to court in a grievance procedure.

Waste Disposal
Due to the business being focused on producing its own products there are side
effects to be taken into consideration before, during and after the production of goods.
The proper disposal of the waste generated by the business is very important; if the
waste is not properly disposed of it can have bad effects on the environment. Those
effects could be: air, water or soil pollution, contamination of individuals and many
others. If this ever where to happen the business would be terminated by the
government and the owner and operator could be fined a large sum of money or worse
imprisoned. Thus that is the reason it is very important that the business abides by this
law.
Page 14 of 21

Ethical Issues
Disposal of Waste
The disposal of business waste is a very important part of the maintenance of the
business. The waste products after production are extremely dangerous to living
thing and as such must be disposed of properly. If the after waste of production is
not disposed of properly the environment around the area where it is kept or
thrown will start to change for the worse. The beauty of a business is what the
customers see first and looking for, if the environment around the business is not
heathy then the productivity and profitability of the business will be lost.
If the employer of the business does not dispose of the waste properly he/she
cannot expect to make a profit in that environment, or even expect his/her workers
to operate under such conditions. This may then lead to grievance procedures with
employee, the risk of a customer becoming contaminated by the waste and that
he/ she will eventually have to deal with the government about the conditions. If a
person is then prosecuted and found guilty the owner may have to face prison
time or pay a very expensive price for negligent behavior. There are a lot of
problems with wrongful termination pf waste so to same time, money,
productivity and profitability it is if the sole trader follows the law and dispose of
the waste the right way.

Page 15 of 21

Bibliography
Hamil, Sybile. (2011). Principles of Business for CSEC (1ST edition).
Carlong Publisher (Caribbean) Limited 2011.

Page 16 of 21

Appendix
Phoebes Pizza Parlor logo:

Phoebes Pizza Parlor the building:

Inside the pizza parlor:

Page 17 of 21

Organizational Structure:
Owner / General
Manager

Accountant

Baker

Janitor

Cooks

Bus
boy

Valet

Page 18 of 21

Concier
ge

Catere
r

Cashi
er

Example of Food Handlers Permit:

FORM 5
THE PUBLIC HEALTH ACT
APPLICATION FOR A FOOD HANDLERS PERMIT
Name ________________________________________________________________________
Address ______________________________________________________________________
Age _______________________________ Sex ______________________________________
Occupation ___________________________________________________________________
Name of Employer _____________________________________________________________
Business address of Employer ____________________________________________________
Have
you
ever
applied
___________________________________

for

food

handlers

permit?

Was application granted or refused? _______________________________________________

If refused state reason __________________________________________________________
Number of last food handlers permit ______________________________________________
Date __________________________ Signature_________________________
.
FOR OFFICE USE ONLY
AMOUNT OF FEE PAID ________________________________________________
DATE OF MEDICAL EXAMINATION ____________________________________
PERMIT GRANTED/REFUSED ___________________NO. OF PERMIT _______
REASON FOR REFUSAL _______________________________________________
_______________________
__________________________________
Date
Medical Officer (Health)

Signature,

Page 19 of 21

Phoebes Pizza Parlor Menus:

Page 20 of 21

Page 21 of 21