Open the bar and let the chicks manage

Authors

DOI:

https://doi.org/10.13058/raep.2020.v21n2.1566

Keywords:

Strategic Planning, Entrepreneuship, Business Plan

Abstract

This real case of young entrepreneurs in small, medium and large cities in Brazil initially presents the conflict of generations and ways of seeing the world of an entrepreneurial feminist daughter and a sexist, religious and conservative father in a city in the countryside of Minas Gerais (Brazil). Amanda decides to put her love for cooking into practice and open a small restaurant/pub. After clarifying her ideas to her father and financial provider, Amanda has to deal with her father’s attempt to stop the opening of her bar. The young entrepreneur needs to define her business, considering: (a) the type of restaurant and the gastronomy trends to follow; (ii) the visibility of her transgender cousin at the bar; (iii) the target audience, location and market segment or niche; (iv) the SWOT Analysis; (v) the BCG Matrix; (vi) the menu; (vii) the break-even point from the menu presented; and (viii) the possible change of the name thought by the entrepreneur.

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Author Biography

Breno de Paula Andrade Cruz, Universidade Federal do Rio de Janeiro, Centro de Ciências da Saúde, Rio de Janeiro, RJ

PhD in Business Administration - FGV/EAESP

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Published

2020-05-01

How to Cite

Cruz, B. de P. A. (2020). Open the bar and let the chicks manage. Administração: Ensino E Pesquisa, 21(2), 183–213. https://doi.org/10.13058/raep.2020.v21n2.1566

Issue

Vol. 21 No. 2 (2020): May-August

Section

Teaching Cases

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