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For price a surprising amount of participants picked the most expensive option being ‘between £4.55 and £5.50’ being 22% and only 26% choosing the cheapest option which was ‘between £2.50 and £3’ but the highest rate was 28% choosing the middle pricing of ‘between £3.10 and £3.75’ which could suggest that people do not want to pay an extortionate price for their dessert but also the cheapest option could reflect on poor quality so the customers therefore, want a service that is good value for money, such as good looking quality waffles with their choice of topping or not at an affordable price.

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The suggestions I received from the
questions that were asked were in the future the bar should think of expanding.
Some people said that I should open a bar in Leicester and others suggested
that I should make it mobile. Others commented on how the bar would look and
suggested that I should have sofas and tables at the bar. The only negative
response that I received was that the bar might be too far for some to travel.

In conclusion from my research the key
things I have learnt that my business is in a good place and I have a good
variety of drinks to be sold at the bar. I have also learnt that I should not
only have drinks at the bar I should also have snacks. The actions that I will
be taking on the suggestions that I have received is that if I make a profit I
will think of expanding to a location a bit more nearer to Leicester and I will
have snacks at the bar. Also the furniture will be upgraded to sofas and tables
instead of having bar stools and high top tables.

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I asked the first 3 questions to find out what customers thought about my range of products, and which ones appealed to them the most. I found that the most popular beverage for male and females were the smoothies. 90% of males and females would be interested in buying one of the smoothies, if not multiple.

As you can clearly see from the graph above, apple and mango is the most popular smoothie choice, and strawberry and banana is the least popular. This means I will have to be prepared to sell more of the apple and mango by buying more of the ingredients needed to make the product. I will also need to be careful with the quantity of strawberries and bananas I buy as if they are not used then the fruit will go off and it will be wasted.

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I initially aimed for a sample size between 25 and 35 and  in order to gain a response  that I would be satisfied with I decided to hand out 45 questionnaires, in total I gained 28 replies therefore comfortably hitting my target for responses. Although I would have liked more responses I believe that 28 responses are enough to get a strong source of data on which to make some crucial decisions.  The reasoning behind choosing the sample size I did was because expected a lot of people not to complete the questionnaire and therefor I needed to hand out a lot more questionnaires than I needed as I was not offering an incentive to anyone who returned the questionnaire I believed that I would be getting roughly 55% of people returning the questionnaire. This left me within the boundaries that I set myself to for a strong sample size that turned out to be 28 questionnaires. I also decided that I needed to choose a place with a high footfall that would also give me an equal chance of getting a representative sample, because of this I decided to hand out my questioners in the city centre and only give them to every 10th person that passed me, this meant that there could be no biased on my part to who I am giving the questionnaire to and therefore would give me a better set of results. From looking at my tally chart that was made in order to review my results I can confidently say that my questionnaire showed a good range of results and therefore I am very confident that my primary market research was successful and therefore it can be used as a valuable resource when making important decisions.

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This is the answers to question four in the questionnaire. I asked the applicant to state how they feel about the business using organic produces. This shows that 67% of those that I asked stated that using organic produces is important and would be better for the business. However, 33% of people declined this view and believed that organic produces are not important. Therefore, from this data I have decided that I will only use organic produces to make the juices that I sell to the customer, as over half of those asked believed it would be beneficial.  At least double the percentage that said no have stated yes therefore, as this is the highest result I will only use organic product. This will also help me achieve my aim of providing a pleasant environment that sells high quality juices that will be enjoyed by the customer, as I will provide the customer with juices that are made from organic fruits because this is what they think is better. As well as this it will allow me to create juices that are suitable for those who are vegan and vegetarian.

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Each of my questions asked in my questionnaire has a graph made to
represent the statistics showing how many people answered which part of that
particular question. Questions 1-4 were asked to find out about my operations
and how I would like to run my business. Asking these types of questions was important
because, for example, question 3 asked about the location on where people would
like to have my business. If this question was not provided in the
questionnaire, then I wouldn’t have a clue as to where I would intend to place
my service. Also, question 4 answers were helpful as I mentioned a few of USP’s
and most responses were positive so I know that my USP's are useful, this also
helps me with my operations and how I want my business to be run.

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After that I listed the flavours that I will be offering as they are unusual, this is to see if they will be liked or not as some of them aren’t the conventional ice-cream flavours. This is done on a tick box format that the participant can tick from the “fancy flavours” three of their choice, and from the “base flavours” just one. This is so that I can establish the most popular flavours and which flavours weren’t. This way I will be able to cut down my menu which will save money and time. Therefore I will be able to invest time into other aspects of the business such as; advertising and customer service. This will then help me achieve the objective “gain over 200 likes on our Facebook page within the first three months of trading” which will contribute to achieving the business aim “To provide top quality experience to every customer."

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Question 9 - Online store

I am aiming to have a store for my business after 2 years and this is because I want to get the right customer retention and then have a secure base where I can sell as many products without any restrictions because with a stall I do not have as much flexibility for example those who want to do a full day cleanse have to order my products online and wait the next day to collect them whereas when I have a store I can make them and people can walk in and choose as many as they want to they can buy recipe books and many other health items I will be selling at the time. To make sure I get enough money for the store I have decided to set up an online store which people can order their juices and collect them at the stall so I wanted to know whether or not my target market would buy my product on an online store and 50% of the people said Yes they would which means that I can go ahead and do my online store. This confirms to me that I will definitely need a key worker to help me with the online orders. The online store will also mean that it is realistic for me to get a £16,000 profit because I will have two sources of cash flow.

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Question 4 can help understand whether my business is in a market that is growing for shirking overall, from the data we can see that two third of people are more likely to make a purchase. This can help me went I plan for how much sweets should be made as I know that two third of the people that I asked are more lily to make a purchase. This also helps me when I plan for promotions as the one third of the sample may than decide that they are going to make purchases with my company in the future. I am also able to assess if I can achieve y aim of getting 3,600 orders in the first year or 300 a month as the marketing is in a period on growth and expansion this aim being achieved is looking more likely with this evidence.

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Asking which pizza toppings are most favourable allows me to see which I’ll need to order more of and which I won’t need as much of. This will avoid wastage or having a shortage of toppings and will help me to lower my costs of production and will also help me to achieve my aim of selling 10,000 pizzas within my first 6 months of business as if I have the toppings customers like most, they’ll be more likely to buy a pizza from my shop  whereas if I didn't ask the question of which topping they like most I could have the risk of having a shortage and customers will be less likely to buy a pizza if I don’t have the toppings they like.

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I also added a question on to the survey to see if people were interested in seeing other products on the menu. The results from question 14 show that a lot of people only are interested in smoothies from The Health Station (43%). Also, 49% were not sure whether they'd like to see additional items on the menu. The remaining 8%, who would like other options, have suggested products such as cookies, milkshakes, cereal bars and coffee. However, due to their only being a small number of people requesting additional items it would be too risky to incorporate new products just as the business is starting up. This could generate a loss of profit and a lot of waste of produce, so the business is going to remain to sell only smoothies until it has reached the breakeven point.

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This bar chart illustrates that the just over half (52%) of the target market buy cookies weekly from a cookie outlet. This could be down to the fact that packs of cookies can be bought from supermarkets for nearly the total price of one cookie from a cookie outlet and cookies are addictive so a lot of people tend to eat more than one at a time. This could be the reason why 3% never buy cookies from a cookie outlet. Although some people may buy the odd cookie from a business similar to mine as a treat if this is the case. However it’s more convenient to buy from shops that solely sell cookies whilst people are shopping in the Leicester retail area. Additionally the reason behind the daily amount being 6% is probably because people don’t shop every day in the week in the retail area. But contradicting this point there are workers that work full time in the area near to my business premises. To attempt to increase the daily total of sales “The Cookie Bar” could have cookies of the day and this could even be a unique selling point for the new business. Furthermore the hardly ever percentage is 11% and this could be of an issue because healthy living is a trend nowadays and more and more people are concerned about their weight and health, which has a negative effect on my cookie business as it contradicts the fact of being fully healthy due to the fact that cookies contain quite a lot of sugar and fat.

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The question that was asked on the questionnaire was “how often would you use my business”. The results of this question show that I will be dealing with quite a few customers as over a quarter of the responses were “ Once a month”. This helps me because I now know that I will have to keep my van fully stocked during the year. Furthermore with these results I now know that I should be meeting my marketing objective which is to have at least 1.5% of the market share in my first operating year. In addition to my marketing objective I also know that I should be achieving my finance objectives as I am receiving a constant stream of customers.

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The findings of my results show me that my target market in questions 1 and 2 are people aged between 16 and 27 who are mainly students or people who are employed; this supports my prediction positively as it is quite a wide age range, as well as due to their occupation, they are more likely to buy from ‘JUICED!’ as whilst they are on the go doing their daily routines for college, university or work, they will be able to do a quick stop to grab a smoothie. My findings for their preferred location in question 10 also supports this as the most common location with 40% of people stating that their college/university campus would be most convenient for them, followed closely by the city centre (30%) and London Road (27%), which shows how this question was useful as I had not thought of London Road as a location, yet it has proved to be very popular; this works in my favour as I will be able to take the juice bar to these various locations in order to meet the needs of my customers.

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The results I got from my Questionnaire tell me that people
are willing to pay £10 or more for each service I offer. I found people would
have their windows cleaned weekly, their carpets cleaned Quarterly, their
gutters cleaned Quarterly, and there drive way cleaned yearly. It also tells me that people would pay extra
for a better service so I will have to make sure I provide excellent quality
service to all my customers. I also found that people who have facebook would
like and share my page, also on the facebook page customers can rate my service
and also write reviews which will reinsure people that I provide top quality
service which will hopefully increase my customer numbers. Finally I found that
most people think TV adverts and business cards are the best for of
advertisements, however due to TV adverts being too expensive I will be using
business cards to advertise my business.

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The suggestions I got from customers were to include alcohol drinks, however I would not be able to do this as my target market is students which include teenagers and young adults so this would not be appropriate. Some suggested I should have a variety of drink which I will be doing, for example I will also be adding smoothies and other drinks to the drink menu. One person said I should have security outside the bar, which I will do as the business grows. I will mainly have the security in the evening as this way people will feel safe to come later in the day. There were some concerns about the location of the bar as it is hard for some people to get to distance because of the long distance, taking this into consideration I would not change the bar location, however I would expand my business in the future and have a bar located to somewhere closer, so that customers do not have to travel a long way to come to the bar. One person gave the idea of having a side dish with the drinks, this was considered and I will sell snacks and drinks separately so that they can have a side dish with drinks if they wanted but don’t have to.

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Question 3 was all about me finding out why if the target market attended the sessions why would they. So this would include what their main goals or aims are for attending. I realised that for this people may have more than one target or goal so I included a range of options to pick from and I stated ‘circle all that relate’ meaning they can pick more than one.  The reason why I let them tick/circle more than one is because it gives me a more true reflection on why they would attend the training sessions, meaning also if they did end up attending I know what they are there and what game or drill to do or run with them.  As you can see from the cone chart below, nearly everyone selected more than one reason why they would be if they did attend the sessions. Now I know that the main number one thing is because they want to have fun which now that means I know to make the sessions as fun as I can whilst considering the other factors within it like to get fitter and keeping active so I can incorporate them into the sessions whilst still making it fun.

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Question 13 is an important question that I needed in my question
which asks about what regular service they get. This is because by knowing
which service is the most popular among my target market shows what I should
regularly expect and helps me know what to keep in stock. For this question,
the two most popular services were a trim and roots/colour. 52% answered trim
and 36% for root touch ups or colour. This results shows that I will have to
keep a stock of dyes as regular customers build up and also, in order to make
reach my aim of making the calculated profit at the end of 12 months, I will
have to set a price for the popular service prices according to that as it will
be where a lot of my revenue will come from. In addition, to stand out from the
rest from other similar businesses, I have to be reasonable and give the
quality.

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The results show me that all 28 people who completed my questionnaire like the location of my shop in Leicester city centre which helps me decides on keeping that shop so I will need to discuss with estate agent about finalising the deal. This location is perfect for Innocent Indulgences as the busyness of town will more likely attract a lot of people therefore I can make more sales. Also with transport links such as trains and buses people have more chances of getting to the shop and buying the products.

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As we can see from this graph, the most favoured place to purchase music in Leicester is HMV. This is unsurprising considering that it is a popular high street chain. Following HMV in popularity is Leicester market which holds various record stalls. Although this may mean a certain level of competition, I believe that this does not pose a problem to my business as every record store is different. This means that the healthy level of buyers shopping in the market are likely to browse my stock as they will already be shopping for records. Following from Leicester market is Rockaboom, followed by other stores.