Learn how to write a pub business plan

min read

Creating a business plan for a pub or bar

Your executive summary is the first section of your pub business plan. You can think of it a lot like the contents page of a book, there to provide an overview of what the reader can expect as they read on.

You should include your mission statement, highlighting your business’ values, goals and unique selling points (USPs).

You should aim to include a brief summary of the following:

The type of pub you plan to open, including the concept and location
Your business’ mission statement, goals and objectives
Your target market and competition
The owners and staff, their skills and background
An outline of financial projections for the first three years
An implementation plan - how you’ll take your business idea and turn it into a thriving bar or pub

Add a description about the company

The company description is a vital section of your business plan, providing a clear and concise overview of your new business. You can use the five Ws formula to approach writing your business description. Who is starting the business? What kind of pub or bar are you looking to open? Where will it be located? You’ll want to touch on when you hope to kick things off. And most importantly, why are you opening your pub or bar? This approach allows you to dive deeper into your motivations for starting a business and exactly what you want to achieve.

Finally, you’ll need to decide on your business structure - whether you’ll operate as a sole trader or limited company, so potential investors understand how your business is structured and the part they’ll play. Our guide to registering a limited company explains how company formation works and what you need to know.

Company analysis and market data

In this section of your pub business plan, you’ll need to analyse your pub’s position within the market, your potential competitors and your target audience. You may already have competitors in mind, such as popular pubs or bars in your area. Or perhaps there aren’t any pubs or bars near you that have left you inspired and you’ve identified a gap in the market. Either way, it’s important to do your research on competitors in your industry and identify their strengths and weaknesses. Once you have your list, you can look for gaps in the market that your business could fill. For example, there may be a growing demand for local beers or upmarket cocktail bars near you. You should then use your business plan to explain how your pub will stand out from the crowd, such as the local beers you’ll sell, the exceptional service you’ll deliver or the cosy atmosphere you feel the local area is looking for.

From there, you should analyse your target market: the customers you’re looking to attract. Describe the demographics, interests and preferences of your ideal customers and how your pub or bar will appeal to them. Make sure your market analysis ties back to your mission statement - for example, if your business mission is to create a local pub that celebrates community, your target audience should reflect this by being those who live locally and enjoy spending time with their friends and family.

Outline your product offering

Food and drink is the heartbeat of pubs and bars - without it, they simply wouldn’t exist. It’s what makes them unique compared to other hospitality venues. The quality of your menu won’t just attract potential customers, but investors too. That’s why detailing what your pub or bar menu will look like in your business plan is so important. List everything on your menu, with descriptions of ingredients and suppliers - especially if you pride yourself on local produce or sustainable practices. You can even include photos of your dishes and drinks to capture the attention of potential investors.

Make sure to explain how your product offering is unique and different from your competitors, to tie back to your awareness of the market and how you’ll attract customers. It’s also worth mentioning any ways you’ll look to grow your business, such as hosting events, quiz nights, sports nights or even a bit of karaoke (you either love or hate it, right?).

Chances are you’ll be selling alcohol on your premises, so getting an alcohol licence is vital. To apply for a premises licence, you’ll need to complete an application form. If your council accepts electronic applications, you can submit this online, or alternatively you’ll need to send it by post. Check out the government’s guide to alcohol licensing for more information.

Staff - recruitment and costs

Recruiting the right people is essential to the success of your pub or bar, as your team will be the face of your business and will shape the customer experience you deliver.

Your staff are likely to be one of your biggest overheads as a business, so it’s important that you detail how many people you’re looking to hire, their roles and how much they’ll be paid.

Next, explain the approach you’ll take to recruitment. How will you source staff? What experience, qualifications and skills will you expect from candidates? If you plan on investing in employee training programmes, explain what they are, how much they’ll cost and how they’ll benefit your staff and your business.

Payment processes - cash or card

In this section, you’ll explain your chosen payment methods and whether your pub or bar will accept both cash and card, or operate as card only. If you do choose to go cashless, make sure you outline the advantages of doing so such as faster service and better security.

When deciding on your payment options, it’s important to consider your target audience. For example, older customers may prefer the flexibility of paying with cash, whereas being a card-only business isn’t likely to bother younger customers.

By detailing your payment processes in your pub business plan, you’ll clearly explain how transactions will be handled securely, which contributes to a strong customer experience.

Internal processes

Next, you’ll need to explain how your business processes will work day to day, to keep your pub running smoothly. A key area to cover is stock management and how you’ll ensure you have a well-stocked inventory to minimise waste. Explain how regularly you’ll conduct stock takes and whether you’ll use an inventory management system to track stock levels and prevent shortages.

It’s also important to mention how you’ll manage your staff, such as how you’ll schedule shifts to cover busier periods, without overstaffing during quieter days. You may choose to use an online scheduling system to help with shift planning, or a clock-in/clock-out system to accurately record attendance.

Business equipment

Your pub will rely on various types of equipment day to day, from glassware and kitchen appliances, to furniture like tables, chairs and bar stools. Make sure to detail the equipment your business will need to get set up and how much you expect this to cost.

If you plan to offer entertainment, such as showing live sports, you’ll also need to invest in TVs and subscription services like Sky Sports. Depending on your big plans, you may need other entertainment equipment too, such as speakers and music equipment.

Detailing all of these equipment costs in your business plan is essential for budgeting, and showing potential investors that you have the funds to secure your equipment needs and have factored in any additional costs.

Licences and insurance

In this section of your business plan, you’ll need to cover any licences and insurance your business will need to operate legally and safely. As mentioned earlier, you’ll need to secure an alcohol licence, so it’s important to explain how you’ll apply for this. You may also need a music licence to play music in your pub or bar - this is because music is protected by copyright and playing it without a licence is considered copyright infringement.

Next, you’ll need to explain your approach to acquiring the right business insurance to protect not only your business, but any employees you’re looking to hire. You may need public liability insurance, to protect yourself from any claims from customers, and employer’s liability insurance to protect your staff members. Detailing these insurance requirements in your business plan demonstrates to readers that you’ve considered any legal obligations and are prioritising the protection of your business long-term.

Marketing plans and strategy

It’s important that you demonstrate to banks and potential investors how you plan to market your pub or bar to attract customers and raise awareness. Without getting your business’ name out there, how will potential customers know you exist? This section of your business plan should outline your marketing strategy, and how you’ll use both digital and traditional marketing methods to promote your business.

What channels will you use to target customers? If you’re looking to attract a younger demographic, you may turn to Instagram to promote any events or drinks offers to get your business’ name out there. You may also run targeted paid ads across social platforms to reach local audiences, and could also optimise your Google My Business profile to improve your visibility in local searches.

While digital marketing is a powerful tool, it’s important not to underestimate the power of traditional marketing methods such as local newspaper ads, flyers and posters which can be an effective way to draw in the local community.

Make sure you include cost estimates of your marketing plan, such as the expected costs of social media marketing, the printing of your promotional materials and any campaigns you plan to run. Remember to highlight the benefits of this cost and how it will attract and retain customers long term. By including your marketing strategy in your business plan, you’ll demonstrate to readers that you have a plan for reaching and retaining your target audience and driving business growth.

Include a financial forecast

The final step in your bar business plan is explaining your financial forecast, including a detailed overview of your cash flow projections. You’ll need to cover not only your startup costs, but an estimation of your ongoing operational costs too, to keep your business running smoothly.

Firstly, outline your startup budget - all the costs you anticipate from essential equipment (POS systems, appliances and furniture), to a solid inventory of drinks, food and other supplies. Make sure to cover any additional costs we mentioned earlier such as licences, marketing costs and insurance.

When covering your cash flow, it’s important to include any staff expenditures too, such as their wages, training and employer contributions. Make sure you budget for any overtime and benefits such as holiday and sick pay.

Once you’ve covered your outgoings, you’ll need to detail how you’ll fund these costs, whether that be through a loan, investments or savings. Clearly explain how you’ll use these funds and how they will contribute to your business growth over time.

You can then tie this into your cash flow projections and your forecasted profit and loss (P&L) statements. Your cash flow should show how your business will manage its finances each month, balancing the income you make with ongoing expenses. Your P&L statements will demonstrate your long-term plans, and when you expect your business to break even and become profitable - giving potential investors confidence in your business plans and growth potential.

Ready to call the shots?

A solid business plan is crucial for the long-term success of your pub, serving as your entrepreneurial guidebook that covers everything from your marketing plans to your financial projections. By outlining your business plans, motivations and goals, you’re well on your way to earning the trust and confidence of potential investors in your business’ growth and success.

If you’re feeling ready to kickstart your business journey, Start Up A-Z is here to support you. With us, you can form your business completely free of charge, and you’ll have the support you need at every stage of your journey. We believe you have what it takes to thrive.