Bluefish Restaurant and Lounge is a registered C-corporation in Arlington, Texas, off the service road of 360 and Pioneer with an upscale and cozy atmosphere. From its menu, Bluefish Restaurant will offer different cuisine specialties that will appeal to a wide and varied clientele. Bluefish Restaurant will be open seven days a week. Lunch will be served from Monday – Sunday from 12 PM – 3 PM. Dinner will be served from Monday – Sunday, 5 PM – 11 PM. On Fridays and Saturday nights, Bluefish will be open as a lounge from 11 PM till late nights.
The lounge will feature classical drawings and paintings based on the culture and history of Texas (Tervo, 2014) . Twice a month, Bluefish will feature new and notable artists to showcase their work both in art and music. This will make it possible for the Texas community to showcase their work in a friendly atmosphere. During the weekdays, the lounge will be rented out to both corporates and individuals for different occasions such as birthdays, meetings, and conferences. The marketing team will conduct an aggressive marketing campaign that will be aimed at attracting many people, especially millennials (Fletcher & Bourne, 2012) .
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Marketing Plan
Bluefish Restaurant is located in Arlington, Texas, off the service road of 360 and Pioneer. This location is ideal because it is evident to people driving and passing by. Also, the lounge is located between two colleges and will appeal to different audiences irrespective of their race and income. The location also servers as a neutral ground as it has the same distance between Dallas and Fort Worth as most people prefer not having to drive back for long distances if they are out drinking. Bluefish will present a wholesome image to its clients, providing healthy food in an attractive and clean atmosphere.
The competition in the bar and restaurant industry is Arlington Texas is very competitive but weak in terms of offerings clients a place to having their meetings, as well as brunch on both weekdays and weekends. The competition in the lounge business is weak. Sprinkles Bar and Restaurant is dominant in the market share and currently holds approximately 60 percent (Hazudin et al., 2015) . A significant emerging technological trend is the use of high definition UHD screens in showcasing live matches daily based on their availability, which will capture most of the millennials in the market who are football, basketball, and rugby fans (Hazudin et al., 2015) . Bluefish Lounge is focused on commitment and the delivery of quality service. Bluefish services and products will be effectively delivered on a niche differentiation strategy in order to market the diverse needs of the marketplace. The ability of Bluefish to differentiate its products and services will contribute to the organization's superior annual returns.
Bluefish was selected as the name of the lounge because it is simple and memorable. Bluefish is an easy name that will be able to fit in our customers' minds and be easily remembered, whether it is seen on flyers or billboards (Fletcher & Bourne, 2012) . The motivation behind Bluefish as a name was because of the business nature and the services that will be provided at the launch. The major delicacies that will be provided at the lounge will be based on seas cuisines, which will be mouthwatering and responsible for creating lasting impressions in our customers' minds (Tervo, 2014) .
Mission Statement: Our mission to encourage healthier communities by providing an environment with absolute guest satisfaction.
Vision Statement: Our vision is to provide our customers with seasonal, delicious, and affordable food in a fun atmosphere to create long-lasting impressions.
References
Fletcher, A., & Bourne, P. (2012). Ten Simple Rules for Starting a Company. Plos Computational Biology , 8 (3), e1002439. https://doi.org/10.1371/journal.pcbi.1002439
Hazudin, S., Kader, M., Tarmuji, N., Ishak, M., & Ali, R. (2015). Discovering Small Business Startup Motives, Success Factors and Barriers: A Gender Analysis. Procedia Economics and Finance , 31 , 436-443. https://doi.org/10.1016/s2212-5671(15)01218-6
Tervo, H. (2014). Starting a new business later in life. Journal of Small Business & Entrepreneurship , 27 (2), 171-190. https://doi.org/10.1080/08276331.2014.1000148
