Week 3: Setting up and getting going

Do it with passion Bob Walton, vice-chairman of the Restaurant Association and owner of Trunkwell Mansion House, the Elm Tree Pub, Langans Marquee and the Crown at Swallowfield

This is a passion-led business… if you don't feel passion for what you are doing then forget it. Once the accountants run things it's all over.

Don't get me wrong: I am not saying that when you set up your business you should "spend, spend, spend". You still need to keep a firm eye on the figures. What I am saying is: give your enthusiasm centre stage when it comes to creating your operation. Customers respond to passion. They can feel it in the fabric of what you are doing and they warm to it and they come back for more.

Customers also like quality. So give them the best you can afford. If you are doing bangers and mash, serve the best sausages you can. Use local suppliers as you will be able to deal with them individually and source the best produce available.

I am just about to open my second pub, having already opened several hotels and restaurants. In my first couple of weeks at the pub I will overstaff, lower my gross profit margin and I will focus on service rather than profit. I want to get as many customers through the door as possible.

I am already building up the local publicity so that my future clients will be eagerly anticipating the opening. People like to try a new place, so I expect to be really busy for the first couple of months. After the initial honeymoon period is over, it will be down to word of mouth.

So it is up to me to hire staff that are welcoming. It is up to me to train my team well and give them opportunities to practise their skills before we open the door. The planning that I put in at this stage will make sure our opening weeks run smoothly. It is my job to communicate my vision, passion and enthusiasm to the team.

Remember you are in control of this business. It is your vision. You have probably worked towards it for months, possibly years. This is not a 9-5 business, it is bloody hard work and if you can, give it 110%.