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INDEX I. DESCRIPTION OF THE BUSINESS IDEA 2 II. MARKET AND COMPETITORS 4 1. MARKET 4 a) Desk research 4 b) Field research 5 2. TOWS ANALYSIS 6 3. COMPETITORS 7 4. TARGET CUSTOMERS 7 5. COMPETITIVE BUSINESS STRATEGY 8 a) Differentiation 8 b) Positioning 8 c) Competitive advantage 9 d) Marketing mix 9 i- Service 9 ii- Price 9 iii- Promotion 10 iv- Distribution 10 v- People 11 III. RESOURCES 12 1. Money 12 2. People 12 3. Premises 13 IV. FINANCES 15 APPENDICES 17 I. DESCRIPTION OF THE BUSINESS IDEA We want to run a cabaret. This business will be a place where people will have dinner during which they will be provided with entertainment. To be clear, it will be a place where people will spend a good time with their friends or loved-ones. The specialty of this place will also be the provision of a French surrounding: food, drinks, ambience and so on. One of the main advantages is that people won't have to go from one place to another place ( restaurant and then theatre) to spend a pleasant evening. Our cabaret will have different activities. During the day, this place will be a cafe bar. Some afternoons in the week we want to provide performances for children (e.g. plays, songs). During weekday evenings, we want to provide small...

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