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Q: Does our business plan for a restaurant need anything out of the ordinary?

A: As with any other small business, a new restaurant needs a thoroughly researched business plan. But prospective lenders may set a higher standard for entrepreneurs who expect to use their business plans to secure restaurant financing.

That's because it's hard to succeed in the restaurant industry. Many lenders consider startups particularly risky investments, given the time required for restaurants to gain public awareness and build traffic, as well as the potential for cost overruns during the early months of operation.

Several areas of the restaurant business plan should get extra emphasis.

Not every space is suitable for a restaurant, even if it seems potential customers are all around. The business plan should thoroughly assess every aspect, including the facility's size and condition, visibility to foot and street traffic, accessibility, neighborhood demographics, and type and proximity of nearby businesses. Be wary of potential issues such as construction that could make it difficult for customers to reach your location. Other attributes must more than offset any unfavorable location factors.

Even though lenders see hundreds of restaurant business plans, they aren't immersed in the industry. So the business plan must effectively communicate the concept in terms that a layperson would understand.

That means defining your target customers, explaining why your concept will appeal to them, and detailing how your restaurant would differ from other dining options already available. You also must describe how you will compete with existing restaurants that enjoy a demonstrated, loyal following. Explain how you'll execute your concept in terms of quality menu offerings, ambience, hospitality and service.

With many lenders, the inherent risks of investing in restaurants are multiplied if the venture's owners and managers have little industry experience. You need to demonstrate experience in managing a kitchen, as well as an understanding of dining trends both locally and in general; supplier relations; food safety rules and regulations, including quality, cleanliness, preparation, storage and disposal; and operational standards.

Because lenders rarely fund new restaurants fully, you'll need to demonstrate the availability of your own financial resources to complement the loan and to cover costs as your cash flow gets up to speed. A restaurant expected to have highly variable traffic - seasonal or event-driven, for example - will need to show how it will manage costs during slow periods.

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Small-business Q&A: Restaurant business plan needs extra ingredients