The Shift Up: Open
The Complete Launch Guide for Restaurants, Bars, and Hospitality Venues.By Marcus Treamer
Length6h 15m
About this audiobook
You can have the capital, the dream, the mood board, and the chef. None of that means you are ready to open. The Shift Up: Open is a practical launch guide for restaurants, bars, and hospitality venues, written for founders, operators, investors, and career-changers who need a disciplined path from first idea to the first 90 days of trading. Across 20 chapters, Marcus Treamer turns the chaos of opening a venue into a working sequence: concept, market research, brand, validation, business plan, capital, investment, legal structure, project planning, location, design, licensing, team, menu, marketing, digital presence, partnerships, soft launch, opening night, and early trading. This is not a motivational book about following your passion. It is a field guide for building a venue that can survive rent, payroll, licensing delays, supplier mistakes, staff churn, customer behaviour, and the full force of a Friday night at 10 PM.
Audiobook details
GenreBusiness and Economics
Length6 hrs 15 mins
Narrated byListen with 1,000+ voices
FormateBook with Audio
Publish dateMay 24, 2026
LanguageEnglish
Table of contents
1Opening Credits
2Foreword: By Steve Cromie
3Introduction
4Chapter 1: Finding Your Concept – The Difference Between an Idea and a Venue
5Part One: The Concept
Show all chaptersShow less
6Ideas Are Not Concepts
7Where Venue Concepts Come From
8The Concept Stress Test
9Format, Daypart, and Occasion
10The Debrief
11Killing Your Darlings
12Chapter Notes
13Chapter 2: Know Your Market – Research That Prevents Expensive Assumptions
14What Market Research Actually Means
15Desk Research: Demographics, Demand, and Data
16Field Research: Feet on the Ground
17Competitive Mapping
18The Debrief
19Reading the Market Signal
20Chapter Notes
21Chapter 3: Building Your Brand – Identity Before Interior
22What a Brand Is and Is Not
23Naming Your Venue
24Visual Identity Foundations
25Tone of Voice and Brand Story
26The Debrief
27The Brand Bible
28Chapter Notes
29Chapter 4: The Concept Document – Putting It on Paper
30Why Documentation Matters
31The One-Page Concept Statement
32The Concept Deck
33The Mood Board and Reference Set
34The Debrief
35Testing the Document
36Chapter Notes
37Chapter 5: Concept Validation – From Assumption to Evidence
38The Validation Imperative
39Low-Cost Validation Methods
40Community Validation
41Menu and Price Testing
42The Debrief
43The Go/No-Go Decision
44Chapter Notes
45Chapter 6: The Business Plan – The Document That Forces Clarity
46Part Two: The Plan
47What a Business Plan Is For
48Structure and Content
49Financial Projections That Survive Scrutiny
50The Risk Section Nobody Writes Properly
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