The Bat & Ball_Business Plan

The Bat & Ball
Competitor Analysis
On a wet Wednesday in January our main competitor would probably be
The Three Crowns (Wisborough Green) whilst on a balmy June evening
‘The Hollist Arms’ (Loxwood) would probably be more important.
Competition is a two edged sword. On the one hand we need alternatives to
demonstrate how good we are, while on the other we need constant
competition to keep us on our toes, to continually develop and improve our
product.
In terms of the nearest pub offering a similar product we have to look at
‘The Richard Onslow’ (Cranleigh).
This pub offers innovative contemporary European food in a relaxed
atmosphere, but is essentially a town centre business. Gatton Manor is
very expensive and very formal, a typical high-end hotel restaurant, which
trades on a captive clientele.
The Bat & Ball would offer a more reasonable and much more relaxed
alternative.
The Lickfold Inn (Lickfold) like The Bat & Ball is a stand-alone destinationdining
pub - though it has moved away from its pub origins and is now
almost exclusively a restaurant.
Whilst good, I personally feel its food lacks any wow factor and it is here
that I would expect The Bat & Ball to excel.
Because of its stand-alone location The Bat & Ball would never be part of a
‘circuit’. however, it’s prominence on the B211 would attract customers
visiting the area and Guildford /Horsham in particular Fishers farm that
attracts over 50,000 plus visitors every year other competitors in the
vicinity to note our ‘offer’ and return for a drink or a meal.
The most notable and attractive gap in the market is the ‘product point’
below Gatton Manor and above other local pubs. Gatton Manor and The
Lickfold Inn have positioned themselves well on top of the local
competition with average spends in the restaurant of over £60.00 per
person.
Event catering is equally premium priced with venue hire in excess of
£3000 alone.
Other pubs in the area offer good quality basic food with ordinary pub
service. We would be aiming to occupy a niche above this where food is not
only good but also is memorable and service is second to none.
A place to eat, drink and relax