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