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Fish And Chips With A Squirt Of Business Research
It occurred to me once, whilst wandering the busy streets of Central London, that the thousands of visiting Japanese, French, Italians, Americans - and every other race on earth - don't have access to fish and chips. It was just a silly thought initially, but after doing a little business research I realised that there were indeed no major fish and chip shops in the heart of the capital. So I decided to look into it a little further - and my business research led me to the conclusion that it was a great business idea.
I conducted several surveys among tourists who were milling around the British capital's famous sites, as part of my business research. At Big Ben they wanted fish and chips. At Trafalgar Square they wanted them too. Chinese waiting for the guards to change - they wanted fish and chips. Hungry Americans leaving Madame Tussauds, they definitely wanted fish and chips. Even fussy French turning their noses up at Buckingham Palace - they were game for a little traditional fish and chips - or English Roulette, as they called it.
The whole bearskin watching, camera wielding, Big Ben pointing, Soho wandering lot of them wanted fish and chips. My business research was sound. England may not be renowned for its food exports, but thousands of adventurous tourists were willing to give it a go. Another story for the folks back home - 'Is English food as bad as they say it is?' friends or relatives might ask, 'Well, I had fish and chips in central London, and this is what happened...'
As my business research proved to be so good, I took a business plan to the bank. The sceptical branch manager nodded politely as I told him that central London was crying out for this main stay of British cuisine. His interest was at last fired when I showed him the evidence supplied by peckish Poles, hungry Hungarians, salivating Serbians and starving Scots.
To my astonishment, the bank manager was most enthusiastic by the end of our meeting. He said my business research was top notch and was willing to go ahead with a loan.
12 months on, and I'm happy to say that all that my business research came to fruition. Now I have a very busy central London take away and restaurant - selling steaming hot chips and mouth watering battered fish. Despite the recession, tourists around London are still willing to spend - especially in order to sample the nation's classic dish.
Perhaps they don't all love it - especially the French - but I would say the majority do. As my business research proved, it's very much a 'when in Rome' sort of experience. But, at the end of the day, most nations have some form of fried potato snack.
The endless London pizzerias, Chinese and Indian restaurants, were suffering dwindling customers. Where did they all go? To my traditional fish and chip shop, of course! It just goes to show the importance of business research - and not making a single move until you know there is a market for what you want to sell.
About the Author Shaun Parker is a business writer with many years of experience in the area of business research. Find out more about business research at http://www.isb.edu/isb/index.shtml
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