Business Venture Plan Report：Golden Time Breakfast Table of Contents1. Introduction12. Viability of the opportunity13. Environment analysis24. Business model45. Resources needs66. Strategy used for acquiring the resources77. Needs and issues of leadership and team management88. How the new venture will be financed and launched99. Final comment of the project1010. References1111. Appendices12 21. IntroductionWith the rapid social development, urban people are under increasingly larger pressure. All social groups especially university students and office workers are busy all day. Many of them do not pay enough attention to breakfast, and form inappropriate breakfast habits and diets (Hutt, 2012). Through direct observation and secondary data analysis, the reporter finds that such phenomenon is very prominent in big cities like London, and can lead to severe negative influence to peoples health condition in the long run. Therefore, improving breakfast structure is of great significance to increase peoples health level. This business venture plan of Golden Time Breakfast just captures this target market, aims at using nutrient, and fashionable product positioning, convenient and considerate service concept, combining advanced e-commerce platform to conduct multi-channel breakfast sales in the forms of flagship store, chain store, mobile shop and online meal booking. Meanwhile, with the application of efficient promotion ways such as mobile social media and word-of-mouth, the brand of Golden Time will be famous in a short time. Main characters of this brand are developing and promoting balanced breakfast, providing diverse and scientific set breakfast series, so as to provide the earliest guarantee of a day to university students and office workers. 2. Viability of the opportunityScientific research reveals that, quality of breakfast determines peoples daily spiritual condition, so breakfast is the priority among all meals of a day (Defeyter et al, 2010; Holmes et al, 2012). In addition, with the modernization of peoples thinking and life, less people are willing to prepare breakfast by themselves. Especially university students and young office workers, they are usually very busy in the morning and feel bothered to make breakfast. So they choose to have breakfast in some nearby breakfast bars or buy take-away food, many of them even do not have the habit of eating breakfast. Due to all kinds of reasons, they may fail to buy what they want to eat or eat unhealthy food. The difficulty of enjoying a wonderful breakfast creates a huge market. If a company can prepare breakfast according to customers taste and nutritional requirement, and deliver fresh meals to them in time, customers will have no reason to reject. Therefore, this business opportunity has great viability. 3. Environment analysisNowadays, most people in the UK have realized the importance of balanced nutrition to body health. Most importantly, it is advocated by nutritionists that added fruits in breakfast can supplement all kinds of necessary vitamins (Holmes et al, 2012). Since 2007, British government has called for replacing junk food with nutrient and healthy food, speeding up food development, improving diet structure, so as to enhance peoples health (Defeyter et al, 2010). Government support provides a vital prerequisite for the progress of breakfast market in London. Commodity price in London has been long at a high level, making consumers form relatively strong price supporting capability and making new and fashionable products have more market opportunities (Beaver & Prince, 2004). In London, consumers with different consumption power generally have stable consumer attitude and have clear understanding of their consumption ability. Therefore products of all classes can stably occupy partial market and own stable consumer group. In recent years, pursuing better life quality becomes a universal demand of consumers in London, thus drives the rapid growth of breakfast retail (Hutt, 2012). What Golden Time Breakfast faces is just a constantly expanding market. For university students and office workers, the fast life pace, lacking of new choices of breakfast variety, unguaranteed nutrition balance trouble them a lot. As a result, nutrient, fashionable, convenient and quality breakfast conform to their demand. The new food consumption trend of pursuing health, fashion and convenience just provide the company a great market opportunity. According to statistics, until the end of 2013, total population of London has achieved over 7.2 million (World Population Review, 2014). Employed people of white collar class was around 2.4 billion, among whom, 15% to 20% people earned the annual income of over 5,0000 (World Population Review, 2014). University student