Business plan
section 1
the quick pitch
business summary
Maxi Bites is a home-based food business dedicated to providing freshly made, homemade meals packed with flavor, crafted with care, and full of love. Our target audience includes individuals who are tired of overpriced fast food or restaurant meals that compromise on quality and portion size, as well as those who love the comfort of homemade food but are too busy to cook themselves—whether due to long workdays or managing family responsibilities.
The name Maxi Bites perfectly reflects what our business is all about: generous, flavorful portions that truly satisfy. It conveys a commitment to delivering high-quality meals that leave every customer fully content with every bite.
To ensure the professionalism and credibility needed to grow the business, I’ve registered Maxi Bites as a limited company. This structure not only protects my personal assets but also allows me to manage finances more efficiently, reinvest in improving the quality and reach of the business, and align with my long-term vision of success.
At Maxi Bites, our mission is to provide delicious, affordable, and convenient solutions for anyone craving the warmth and satisfaction of homemade food.
Business aim
Business Aim: My goal for Maxi Bites is to create a food business that brings the warmth and comfort of homemade meals to people everywhere. I aim to build a brand known for its quality, care, and delicious food, expanding it into a beloved household name both locally and globally. Short-Term Goals: 1. Establish a physical location that embodies the essence of homemade comfort food, serving breakfast, lunch, and dinner in a welcoming, cozy environment. 2. Build a loyal customer base by offering fresh, flavorful meals that evoke the same love and care as a home-cooked meal from mom. Mid-Term Goal: 3. Develop a strong online presence and delivery service to reach customers who may not yet have access to a physical location. This will include creating an easy-to-use website, offering convenient meal delivery options, and building an active social media following to engage with a wider audience. By reaching people in their homes, I aim to establish Maxi Bites as a go-to choice for high-quality, homemade meals, even before expanding to more physical locations. Long-Term Goals: 4. Expand to multiple locations, starting locally, then gradually branching out regionally, ensuring each location maintains the same high standard of quality and the personal touch that defines Maxi Bites. 5. Broaden the reach of Maxi Bites globally, offering people around the world the opportunity to experience the comfort of food made with love and care. 6. Continuously innovate while staying true to the core mission—providing affordable, nutritious, and heartwarming meals that remind customers of home, wherever they may be. By achieving these goals, I envision Maxi Bites as a thriving, global brand that not only serves great food but creates lasting connections and memories for all who experience it.
financial summary
A quick pitch
Business Name: Maxi Bites I chose the name Maxi Bites because it reflects the core values of my business—offering generous, flavorful portions that truly satisfy. The name conveys a sense of quality and care, suggesting that every bite is packed with maximum flavor and freshness. My goal is for customers to feel like they’re enjoying a homemade meal, crafted with love, just like mom used to make. The name is approachable, memorable, and easy to share, making it ideal for building a loyal customer base. Additionally, with the flexibility of the name, Maxi Bites has room for future growth and diversification, allowing me to expand into new offerings like catering and packaged meals while maintaining a strong, recognizable brand identity.
Strap line Based on all the information you’ve provided, here’s a strapline suggestion for Maxi Bites: “Made with Love, Packed with Flavor.” This strapline highlights the homemade, heartfelt aspect of your food (made with love), while emphasizing the high-quality, flavorful experience (packed with flavor). It’s short, memorable, and aligns with your focus on customer satisfaction and authenticity.
Elevator Pitch for Maxi Bites At Maxi Bites, we offer homemade, freshly made meals that are packed with flavor and made with love. We focus on providing generous portions of high-quality, comforting food for people who are tired of overpriced fast food or don’t have the time to cook after a long day. Whether you’re craving the warmth of a home-cooked meal or simply want a delicious, affordable option, we’re here to satisfy those needs. What sets us apart is our commitment to maximum effort in every dish—ensuring every bite is full of flavor, made with care, and reminds you of the meals your mom used to make. Our goal is to create meals that not only fill you up but also bring a sense of comfort, quality, and satisfaction with every bite. This version is much shorter while still conveying what your business is about, who it’s for, and how it stands out. Let me know what you think!
owners back ground
Section 1: Why do you want to run your own business? I want to run my own business because it offers me the freedom to be my own boss and the opportunity to unleash my creativity in a way that’s personally fulfilling. I’m passionate about food and the idea of creating something people love and enjoy, and owning a business allows me to bring my vision to life. Additionally, having my own business offers the chance for financial independence, enabling me to take control of my future while providing a meaningful service to others. It’s about creating a life that aligns with my values and goals.
Section 2: Why have you desired to start your business? The idea for Maxi Bites stemmed from my own personal experience living in the UK for almost five years. During this time, I often found myself ordering food from various places, including fast food, but after long and tiring days at work, I was too overwhelmed to cook or go out to a restaurant. The quality of food from fast food places left me unsatisfied, and I craved something more comforting and fresh—homemade food made with love. That’s when the idea for Maxi Bites was born: to offer people like myself a solution to this problem—delicious, homemade meals that are fresh, full of flavor, and easy to enjoy without the hassle.
Section 3: Why do you think starting a business is the right choice for you, and why are you determined to make it a success? Starting Maxi Bites is the right choice for me because I’ve identified a clear gap in the market. When you have a family or a busy lifestyle, the two main options for food are either cheap fast food or expensive restaurants. Fast food may be affordable, but the quality is often poor, with frozen ingredients and low nutritional value. On the other hand, restaurants offer tasty meals, but the portions are small, and the prices are high—ordering for a family can easily cost £40-50. My goal with Maxi Bites is to offer fresh, homemade meals made with quality ingredients, generous portions, and at reasonable prices. I’m determined to make this business a success because I know there is a real need for a solution that combines great food, affordability, and convenience, all while keeping the quality and comfort of a home-cooked meal.
Section 4: Why do you think you have the skills, knowledge, and experience to make this business work? I bring a wealth of experience and skills to Maxi Bites, having worked in the hospitality industry since I was 14. My journey began at one of the most renowned restaurants in my country, where I gained invaluable hands-on experience working in a top-class environment. I spent two years there, learning not only how to prepare high-quality dishes but also the importance of customer service and attention to detail. Over the years, I’ve worked in various kitchens, further developing my culinary skills and understanding of food preparation, hygiene, and quality control. Currently, I manage operations for three coffee shops, where I oversee financial tasks like budgeting, stock management, and financial planning. I’m also involved in hiring and training staff, ensuring that everything runs smoothly. This combination of culinary expertise and business management experience gives me the knowledge and confidence to run Maxi Bites successfully. I understand what it takes to deliver excellent food while also managing the behind-the-scenes operations that are key to running a successful business. With my background, I’m well-equipped to create a food business that provides great meals, excellent customer service, and solid financial growth.
what am i going to sell
1. What am I going to sell? At Maxi Bites, my main product will be homemade food that’s made with love, fresh ingredients, and maximum flavor. While I’m still finalizing the specific menu offerings, I plan to focus on classic comfort foods that people crave, such as hearty breakfasts, freshly prepared lunches, and dinner options like casseroles, stews, and healthy salads. The goal is to provide customers with satisfying meals that offer the warmth and quality of a home-cooked dish, something they can enjoy without the hassle of cooking it themselves. Every dish will be crafted with fresh ingredients and a focus on flavor, giving customers the feeling that they’re eating food made by someone who cares.
2. Describe the basic product/service you are going to sell. The basic product I will be offering at Maxi Bites is homemade, freshly prepared meals that bring the comfort and authenticity of home cooking directly to customers. I will focus on using high-quality, fresh ingredients to craft flavorful meals that offer generous portions at affordable prices. The meals will be made with care and attention, ensuring that each bite reflects the love and effort that goes into home-cooked food. Whether it’s a satisfying breakfast, a hearty lunch, or a fulfilling dinner, every dish will be designed to provide the warmth, taste, and comfort that customers crave—without the high prices of restaurants or the low-quality offerings of fast food. Maxi Bites will be the go-to place for people seeking wholesome, flavorful, and convenient meals that remind them of the food their mom used to make—simple, yet satisfying, and always made with love.
3. Describe the different types of products/services you are going to be selling. Initially, Maxi Bites will focus on providing delicious, homemade dinners. The dinner menu will feature a variety of hearty and satisfying meals, including comfort foods like casseroles, stews, and seasonal dishes, all made with fresh, high-quality ingredients. The goal is to offer meals that customers can rely on after a busy day, meals that feel like they were prepared with the same care and love they would get at home. As the business grows and we build a loyal customer base, I plan to expand the menu to include lunch and breakfast options. These could range from healthy wraps and salads for lunch to classic breakfast dishes like pancakes, eggs, and fresh pastries. This gradual expansion will allow Maxi Bites to cater to different times of the day, offering customers convenient, tasty options from morning to evening.
4. If you’re not going to sell your products/services at the start of your business, explain why not and when will you start selling them? At the start, Maxi Bites will focus primarily on offering dinner options because dinners are typically the most sought-after meal after a long day, and this will allow me to establish a strong foundation. Starting with dinner gives us the opportunity to fine-tune the menu, perfect the cooking process, and build a loyal customer base. Once I have a consistent demand and the business is running smoothly, I will gradually introduce lunch and breakfast options to the menu. I plan to begin offering lunch after about 6-12 months of operation, depending on customer feedback and business growth. As for breakfast, I anticipate introducing this offering within 1-2 years to fully round out the menu and provide customers with delicious options throughout the day. By taking this phased approach, I can ensure that each stage of the menu expansion is well-executed and that Maxi Bites maintains its focus on quality, freshness, and customer satisfaction. Let me know if you’d like any further tweaks or adjustments!
who are my customers
4.1. Explain whether your customers are businesses or individuals. Maxi Bites will cater to both individuals and businesses. While the main focus is on individuals—families, busy professionals, and those seeking high-quality, homemade food—there will also be opportunities for corporate clients who require catering services for meetings, events, or office lunches.
4.2. Describe your typical customer. The typical customer of Maxi Bites is someone who values fresh, homemade food but is often too busy to cook at home themselves. They may range from young professionals working long hours to parents with young children who want to enjoy a wholesome meal without the hassle of preparing it. Age and income are not key factors, as the goal is to offer affordable, generous portions that are accessible to everyone. Maxi Bites is designed for anyone seeking a delicious, comforting alternative to fast food or overpriced restaurant meals, with a focus on quality and customer satisfaction.
4.3. Describe where your typical customers are based. Initially, Maxi Bites will be based from home and will serve customers in the local area. As the business grows and I begin offering breakfast, lunch, and dinner options, I plan to expand into a physical location. From there, I will gradually look to expand further, both within the region and potentially nationwide, as demand increases.
4.4. Explain what prompts your customers to buy your product/service. Customers will be prompted to buy from Maxi Bites due to the quality, freshness, and convenience of the food. After a long day, they will seek out an alternative to fast food—something that offers the comfort of homemade meals without the time or effort required to cook. Many customers will choose Maxi Bites for its generous portions and affordable prices, which provide a better value compared to expensive restaurants or low-quality fast food. The combination of fresh ingredients, home-cooked flavors, and maximum effort in preparation will drive customer loyalty and satisfaction.
4.5. Describe factors that help your customers choose which business to buy from. Customers will choose Maxi Bites for several key reasons. First, they will appreciate the quality and freshness of the food, which is prepared with care and love—a key differentiator from fast food options. The generous portion sizes and affordable pricing will also make us an attractive choice compared to expensive restaurants with small portions. Customers will be drawn to the convenience of having home-cooked meals delivered to their door, especially after a long or busy day. Our focus on customer satisfaction, reliable service, and delicious meals will ensure that people come back for more.
4.6. Explain whether you have sold any products/services already. At this stage, I have not yet started selling any products or services. I am currently in the process of setting up the business, refining the menu, and preparing everything for a successful launch. Once the business is up and running, I will begin offering homemade meals starting with dinner options, with plans to expand to lunch and breakfast in the future.
4.7. Explain how many customers you have waiting to buy from you. Although Maxi Bites is still in the early stages, I have already received interest from potential customers who are eager to try the service once it launches. Through informal discussions and surveys within my community, many people have expressed excitement about the idea of enjoying fresh, homemade meals as an alternative to fast food or restaurant dining. As the launch date approaches, I expect this interest to grow, with many customers ready to place orders once the business opens.
DO YOU KNOW WHAT IT’S LIKE OUT THERE?
5.1 Desk Research The market for homemade food in my local area is relatively underserved, especially when it comes to fresh, homemade meals. The area currently has a lot of fast food options like burgers, pizzas, and fried chicken, but there is a lack of offerings for healthy, freshly made homemade food. Most of the local food delivery options are either fast food or overpriced restaurant meals, with no emphasis on fresh, wholesome, and convenient homemade alternatives. The demand for healthier food choices is increasing, especially as more people are becoming health-conscious and aware of the quality of ingredients they consume. The growing trend of opting for healthier meal alternatives, particularly among busy individuals or families, aligns well with the concept of offering homemade meals that are both delicious and nutritious. Many potential customers are looking for better options that offer fresh ingredients, larger portions, and more affordable prices than traditional fast food or high-end restaurants. Regarding market size, there are no exact statistics for homemade food delivery in my area, but the growing health-conscious trend and increasing interest in convenient, home-cooked meals indicate that this niche market has a significant potential. Customers in the area tend to have higher disposable income, and while many order food or dine out regularly, there is a shift toward wanting healthier options that are also convenient, rather than the fast food that is widely available. Additionally, while there are some seasonal changes in food delivery patterns (e.g., fewer orders during holidays when people are away), overall demand for healthier and homemade meal options remains steady, with growth potential, especially once my business expands to include breakfast and lunch options.
5.2 Field Research To assess the potential success of Maxi Bites, field research will be essential to gather direct feedback from potential customers and understand their preferences. Methods of Research: I plan to collect customer feedback through multiple channels, including in-person surveys, online questionnaires, and social media polls. This allows me to reach a diverse audience and gather opinions from a broad spectrum of potential customers. I’ll also seek informal feedback from friends, family, and colleagues, who represent my target market, to get initial insights into the business idea. Designing the Questionnaire: The questionnaire will be short and focused, with approximately 10 questions. It will include both yes/no questions and rating scales to assess customer interest in my business and its offerings. Some key questions will include: • Would you prefer homemade food over fast food or restaurant meals? • Would you consider ordering fresh homemade meals if the prices were reasonable and the portions generous? • What factors influence your decision when choosing a place to buy food (e.g., price, quality, convenience)? • How likely are you to switch from your current food source to a new service like Maxi Bites? • What would make you prefer a homemade food delivery service? • Would you recommend a service like this to friends and family? Target Audience: The survey will target people within my local area, specifically focusing on families, busy professionals, and individuals who appreciate fresh, homemade meals but lack the time or energy to cook. I’ll also gather feedback from individuals who already purchase fast food or dine at restaurants, to see how they might react to a new homemade food service. Results and Analysis: After collecting responses, I will analyze the data to gauge interest in my product, identify potential customers, and understand why people might switch from competitors. This will help me estimate the size of my potential customer base, determine what sets my business apart, and refine my offerings. I will pay special attention to how many respondents would likely purchase from Maxi Bites and how many are already customers of competing businesses. Feedback Use: This feedback will guide decisions on refining the menu, adjusting pricing, and tailoring my marketing strategies. The goal is to ensure that my product meets the needs of my target audience and offers them something they’re eager to buy. Conclusion: Field research will help validate my business idea and provide insights into what customers expect, enabling me to launch with a product that is aligned with their preferences and needs.
5.3 Test Trading Test trading helps you practice running your business, seeing if customers will buy your product and at what price. It’s a cost-effective way to gain real-world insight into the business’s potential. For this, I plan to conduct test trading both online and through small-scale trials, involving a limited set of menu items. The test trading will take place through local events or online platforms, such as food delivery services, where I can offer my products in small batches. I expect the cost to be approximately £500 for initial marketing and product supplies. Initially, I will offer a selection of homemade meals, such as hearty dinners made from fresh, high-quality ingredients. These meals will be priced based on portion size and ingredients, ranging from £8-£15. During the test trading phase, I aim to sell around 100 meals, allowing me to gauge customer interest and refine my pricing structure. The test trading will provide insights into customer preferences, particularly in terms of portion size, pricing, and delivery times. I’ll also learn what menu items generate the most demand, and if there are any logistical issues to address. Based on feedback and sales data, I may adjust menu items, pricing, or promotional strategies. For example, if a particular dish proves more popular, I might feature it more prominently or adjust portions to optimize value.
​HOW WILL YOU CONTACT SECTION SIX YOUR CUSTOMERS?
​For word-of-mouth marketing, I plan to encourage referrals by offering discounts on customers’ first order or providing a sample box with their first food delivery. This will not only incentivize first-time customers to try our food but also motivate them to share their experience with friends and family. By offering high-quality, homemade meals with a personal touch, I believe customers will be eager to spread the word, and this will help grow my customer base organically. Additionally, exceptional customer service and consistent quality will ensure that customers keep coming back and recommending the business to others.
Advertising To promote my business effectively, I will use a combination of social media marketing, print advertising, and local newspaper ads. 1. Social Media Advertising I will invest £250 in targeted advertisements on platforms like Facebook, Instagram, and Google Ads. These platforms will allow me to reach food enthusiasts in my local area, specifically targeting individuals who prefer homemade food and value freshness. The ads will showcase my brand’s unique qualities, such as “homemade food made with love,” and direct people to my website or social media pages to learn more or place an order. 2. Flyers and Business Cards An additional £150 will be allocated to the design and printing of high-quality flyers and business cards. These materials will be distributed strategically in local neighborhoods, cafes, gyms, and community centers, targeting individuals and businesses looking for fresh, homemade meals. 3. Local Newspaper Adverts I will set aside £100 for placing a small advert in a local newspaper or community magazine. This will ensure visibility to an audience that may not rely heavily on social media but is interested in supporting local businesses. By allocating £500 to these advertising methods, I will ensure that my brand gains visibility across multiple channels and reaches my target customers effectively. Once the business grows, I will reevaluate the advertising budget to scale efforts as needed.
​To promote my business, I will produce professionally designed leaflets and business cards. These materials will include essential information such as: • The name of my business: Maxi Bites • A tagline: “Homemade Food Made with Love” • Contact information, including phone number, email, and social media handles • A QR code linking directly to my online menu and ordering platform • Key selling points, such as fresh ingredients, affordable prices, and homemade quality The design will be simple yet eye-catching, using warm, family-friendly colors that reflect the homemade nature of the business. I will either hire a professional graphic designer or use an online tool like Canva to ensure high-quality designs. I plan to print 1,000 leaflets and 500 business cards initially. A local printing service will handle production, costing approximately £200 for leaflets and £100 for business cards. Distribution will occur through local businesses, community centers, and schools, as well as door-to-door in my local area. Additionally, I will hand out business cards to customers and partners to encourage word-of-mouth promotion.
Direct Marketing: I will focus on email marketing and distributing flyers in person as my primary methods of direct marketing. Email marketing is cost-effective, allows for targeted outreach, and can be personalized to build a strong connection with potential customers. Flyers, on the other hand, allow me to directly engage with the local community and create awareness about my homemade food service. To gather names and contact details, I plan to use a mix of methods, such as collecting customer information through social media campaigns, local events, and by creating an online sign-up form offering discounts for first-time customers. This approach ensures I reach a variety of customers while keeping costs minimal. The cost of direct marketing will include printing flyers and possibly subscribing to an email marketing platform. I estimate this will cost around £200-£300 initially. This budget covers both materials and software to help me efficiently manage customer outreach.
Social Media Social media will be a key tool in building my business and connecting with customers. I aim to use platforms like Facebook, Instagram, and TikTok to build brand awareness, share updates, and engage with customers through feedback and interactions. My goal is to grow Maxi Bites into a well-known and respected brand, setting it apart from competitors by emphasizing homemade quality and a personal touch. To achieve this, I will create visually appealing content, such as photos and videos of the food, behind-the-scenes looks at the preparation process, and customer testimonials. I will also encourage customers to share their experiences and use hashtags to build an online community around Maxi Bites. Social media offers the advantage of being cost-effective while providing a large reach, particularly in the local area where I plan to start. I will actively monitor customer feedback to refine my products and services, ensuring I stay responsive to customer needs and maintain high standards.
Tradeshows and Exhibitions I plan to attend a local market that takes place on the first Sunday of each month (except January). This market will provide a great opportunity for me to introduce my homemade food offerings to the local community. At this stage of my business, attending this event is important for building brand awareness and gathering direct feedback from potential customers. I will provide free samples to encourage people to try the food, and in turn, create a connection with the local audience. The cost for attending this market is estimated to be £200 per month for a stall, including any permits or fees associated with participation.
​Website Initially, the website will serve as a showroom for each dish I offer, providing detailed descriptions and high-quality images to attract customers. Customers will also be able to contact me directly through the website to place their orders. As the business grows, I plan to upgrade the website into an online shop or develop a mobile app, similar to brands like Pizza Express, where customers can register and place their orders directly through the platform. This transition will make ordering more streamlined and convenient for customers. For now, I will focus on creating a user-friendly website with the essential functionality to support my business growth. The cost to design and build the website is estimated to be around £1,500, with ongoing maintenance costs of approximately £100 per month.