Your Guide to Opening a Bar in Australia

Here’s how to make sure your business shows up in the right search results. The digital revolution of the last decade has made finding a solution to a problem simple. Whether you’re looking for a local mechanic, the best coffee nearby, or a last-minute gift, a quick Google search will reveal your options — and it’s the same for your customers. In fact,  97% of people now go online to look for local businesses. Understanding how to market a small business locally is crucial to attracting new customers. As restrictions ease across several states, people are primed to spend their money supporting local businesses. With so many consumers turning to the web for recommendations, it’s critical your business ranks highly in the search results that best match your business. This is where local SEO is key. Search engine optimisation (SEO) is a strategy that helps you land a higher spot on Google’s search results pages, and it’s something that any local business can benefit from. Your goal? Get in the Google 3-Pack for the search terms that best fit your business. What is the Google 3-Pack? When you type a search into Google, the results page delivers the most relevant results. Google has always worked this way. However, over time, it has discovered a way to provide even more relevant search results for queries. After analysing trillions of searches, the brains behind Google realised the importance of proximity; people tend to search for things “close to me”. This is called a query with local intent, and it’s the reason why Google’s algorithm now factors in your location when you make a search — so it can provide the most geographically relevant results. Thanks to location sharing, Google now does this for you — whether you include a location in your search or not. Here’s where the Google 3-Pack comes into play: it’s a method Google uses to display the top three geographically relevant results at the top of each page. For example, if you’re looking for fresh laksa for dinner, searching “laksa delivery” in Google will turn up a list of locations near your house. If you searched the same term from your city office, Google would return different results relevant to that new location. While registering your location may seem like a relatively new development, local search has been a fixture for years — yet customers were tethered to their desktop computer to do it. These days, thanks to the rise of mobile usage, mobile search has become an extremely powerful tool for local businesses. Here’s how to get your business on the maps of local searchers. 1. Have an active Google My Business listing First thing’s first, you need to activate your Google My Business listing. Follow the steps in our blog post to get started. This alone will do wonders for your SEO ranking, which has a waterfall effect on the health of your business overall — as it’s how the majority of customers will find you. In fact, people are 70% more likely to visit businesses that have a Google My Business listing. Aside from SEO benefits of activating your Google My Business listing, in doing so you are making your business more accessible to customers. Once you complete your listing, people will be able to view important details about your business — including opening hours, contact numbers, website links and images, helping them to make a decision about whether your business has what they want or need. 2. Get reviews Reviews are highly persuasive marketing materials. If Google users have endorsed or rated your business, an average star rating will appear on your profile. If it’s a high rating, chances are it’ll make you stand out from other businesses on the 3-Pack. It’s a powerful metric that could be the difference between a glance online and a sale. Consumers tend to trust the word of another, impartial consumer over businesses themselves — so it’s important you maintain a strong online reputation. In fact, almost 84% of consumers trust online reviews as much as personal recommendations, so you can essentially consider every positive review a personal endorsement. That’s why reviews have the power to drive foot traffic, perhaps more than any other detail on your Google My Business listing. 3. Localise your content Localised content can sway your Google search ranking. Put simply, this means you need to include your suburb and any other common area name in your website copy. Or, you could take this a few steps further and create blog content that naturally weaves local terms into the copy. If your business has multiple shopfronts, it’s important to build dedicated local landing pages for each of your different locations. These pages should feature important details such as your address, phone number, optimised title tags, and meta descriptions. For example, if you own a café brand that operates in different locations, not only should they each have dedicated Google My Business Profiles, but they should each have a dedicated page on your website. 4. Localise your links and backlinks Links and backlinks are inbound and outbound redirects to and from other websites and they can build trust and authority around your business, increasing your business’s chance of appearing in the 3-Pack. Ways you can cultivate links include sponsoring events, supporting local charities, or partnering with other businesses. The more locally relevant those links are, the better. When a backlink to your page appears on other websites, it creates another channel of web traffic — which in turn boosts your SEO performance, so even if you don’t appear in the 3-Pack, your organic ranking will still be high on the search results page. 5. Keep your online profile up-to-date Once you have your online profile up to scratch, it’s important to keep it up to date. When your profile is accurate, it can amplify your business’s visibility in Google search results — driving more foot and web traffic. However, if your profile directs customers to your businesses when the doors or closed, or to your old location, you risk losing valuable business. Therefore, it’s important to keep your details consistent across all online profiles, especially while lockdowns and easing restrictions can affect opening hours. It’s also important to ensure you’re regularly updating your profile. The fact that there are photos on your profile could see you receive as much as 35% more clicks and 42% more requests for directions than businesses that don’t. So, when a new product line or menu item is released, take a quick snap and share it to your profile to attract more customers. Sign up to our Business Blog to cash in on valuable insights sent straight to your inbox.

There are 11 critical elements of a successful business plan. No two business plans will look exactly the same. The information you choose to include — and the way you communicate it — depends on your audience and business goals. Yet there are a number of critical elements that every business plan should contain. Before you start writing your business plan, make sure you understand the preparatory work involved. Follow our six preparatory steps and you should have all the information you need to put together a blueprint for success — whether your goal is to start a new business, secure funding, or grow an already established business. Then, follow the below template to ensure your document includes the 11 essential sections of a successful business plan. 1. Executive summary Write this part last. It’s the first section your audience will read, which means it needs to provide a clear and compelling summary of your entire business plan. After completing the following 10 sections of your business plan, summarise the main points here. Include: your customers’ need how your business will address that need an estimation of growth potential projected sales figures any key dates and milestones financial information, including current capital 2. Business overview This is where you provide key information about: the industry your business model Start by providing an overview of your business and its background. Introduce the industry, as well as the categories and any relevant sub-categories your business falls into. For example, a hospitality business may be a fine dining restaurant, hole-in-the-wall takeaway joint, family diner, food truck, or something in between. You should also explain the business model you’re using to turn a profit. Perhaps you’re leasing goods, or selling products over the counter. You could be running a subscription-based service, or providing a service for a fixed rate or hourly fee. Will you deviate from the typical model used by similar businesses? Highlight any plans you have to improve it, perhaps by cutting certain costs or streamlining standard processes. 3. Goals Draw upon your mission statement to extrapolate your business goals at a high level, and then get specific. Break your goals down into both short-term (6 to 12 months) and long-term (5 years). What do you want to achieve, and when will you achieve it? This may include: opening another location breaking even at a certain point in time expanding into another industry Carefully consider your target dates and be realistic with what you can achieve. A vision or mission statement might be inspirational, outlining the changes you hope to effect in five years or so, but this is the section where you seriously consider what’s achievable and make a commitment to achieving these goals. Remember that the budget and financial projection outlined in this document are closely tied to the goals you outline here. 4. Products or services Provide a high-level explanation of the product or service you’re selling, before drilling down into the specific need(s) that offering meets. Start with a straightforward description, avoiding any jargon that might confuse the reader. What will a customer receive from your business? Then, explain your customer’s needs. What’s available to them today? Where is the gap? What is needed? What could be improved? Consider things like price, quality, convenience, choice, speed, and service. Write down how your business will improve the current state of play and meet those needs. However, don’t go into too much detail here — you’ll cover that in the next section when you analyse the market. 5. Market analysis This is where you get specific about the current state of the market and deep dive into your customers’ needs, as well as your competitors’ businesses. There are a few things you should consider here. 1. The market The current market structure, and where your business fits within it The market opportunity, in terms of potential revenue value Future markets, whether local, national or beyond How your business will respond to potential changes in market conditions 2. Your competitors Their strengths and weaknesses The share of market each holds What sets your business apart 3. Your customer Your target market’s purchasing habits Factors that might influence those habits in future Consider how best to communicate this information, as there’s quite a lot to think about. Visuals such as graphs and charts can help you communicate paragraphs of text succinctly, and allow for key insights to be gleaned at a glance. 6. Risk assessment Who would’ve guessed that in 2020, businesses across the nation would be shuttered for months on end? These days, any sound business plan must include a pandemic-proof contingency strategy. However, that’s not the only risk your business may face. Think of all the things that could potentially go wrong. Then, consider what each might mean for your business. For example, consider how these risks might affect: your supply chain your customers’ experience staff cash flow Then, detail how you would mitigate the risk itself. You should also talk to a professional about which insurance product is best suited to your particular risks. 7. Marketing and sales strategy Your budget and projections must align to a goal. It could be a specific number of sales, but it will likely be total revenue. This is the section where you explain how your business will achieve that goal. Marketing Outline your launch activities. Keep in mind that most, if not all, marketing tactics will cost money and need to be accounted for in your forecast cash flow. Depending on the size and type of your new business, as well as your growth goals, you might like to consider local PR, giveaways, a launch party, local community event sponsorship, or something out-of-the-box. Then, consider what ongoing marketing efforts will look like. How will your business engage with potential customers on Instagram? Do you need a purpose-built website? Will you run seasonal offers, and if so how will you let customers know? Sales If your staff will need to actively “sell” the product or service, consider how many steps each sale will take and what that means for your projections. Tradespeople, for example, will need to learn how to answer the phone, provide a quote, and follow up to get the quote accepted. High-end shop assistants may need to learn how to upsell a customer, and suggest alternate items or accessories. This will not be relevant for every business, however it’s integral for those businesses dependent on a sales process. By mapping it out here, you’re more easily able to identify potential bottlenecks to driving revenue. 8. Your team Remember who may be looking at your business plan: potential new partners and investors. Even if your business plan is just for you, it’s important to introduce who’s who, and who’s responsible for what. Start with: business ownership structure management structure key roles each individual’s expertise and qualifications Remember to include any mentors or business support resources that you’ll be relying on. For businesses anticipating a quick scale-up, it might be a good idea to also include any recruitment and retention policies for staff that will be key to growth. 9. Budget There are a few things every business needs to be successful: a budget and cash flow are two of them. Your budget should include a projection of profits and losses, and a balance sheet — as well as an explanation of how cash flow will work. Profits and losses Itemise your costs on one side, and predict your income on the other. When putting this together, consider: costs necessary to keep the lights on, such as rent and electricity the base cost of your product or service staff costs the appropriate level of insurance your business needs tools required to operate, such as EFTPOS machines Don’t forget to factor in a contingency cost. Balance sheet Outline what your business owns versus what it owes. For example, the business may own equipment, real estate, or patents and rights. It may owe a specific amount of money, as a loan. Cash flow Show how and when money will flow in and out of the business, and how this aligns with the businesses’ outgoings. Stick to the main figures, and use graphs or other visual cues where possible. Present a few scenarios to show you understand these costs may fluctuate, and remember to add further detail as an appendix to your business plan. 10. Finance After taking a deep dive into your business’s budget, the costs required to get up and running should become clear. You’ll also know roughly when income will start flowing back into the business. If you will need some additional funding to bridge the gap between those dates, explain here where it will come from — perhaps you’ll rely upon savings, family and friends, an investor, or a business loan. Consider also where you will store business funds. Zeller Terminal comes with a fee-free business bank account , giving you fast access to your funds. 11. Compliance Outline what both the business and yourself, as a business owner, are legally required to do. This will depend on whether the business is operating as a sole proprietorship, partnership, company, trust, association, or something else. For example, you might need to: apply for an Australian Business Number or Australian Company Number register for GST register your business name register your website’s domain name trademark your business name register for PAYG apply for any permits or licenses necessary Make sure you seek professional advice regarding what’s required of you as a business owner. Every business is different, so your business plan might look nothing like the examples available online. However, if you follow the above, your business plan will include all the most important elements.

Discover how this everyday technology functions and why it’s important to choose the right hardware. You’ve tapped. You’ve swiped. You’ve been approved and declined. Your interactions with EFTPOS have been countless, and yet you may not know what’s behind this ubiquitous technology. While most people can remain happily, cashlessly oblivious, for business owners, it’s very important to know what EFTPOS transactions are, how they work, and how to select the right hardware. Read on for a breakdown of everything you need to know about EFTPOS and some handy advice for choosing a terminal. What is EFTPOS? The name EFTPOS is an acronym for Electronic Funds Transfer at Point Of Sale. Put technically, it is an electronic payment system that allows customers to make transactions by electronically transferring funds from their bank account to a merchant's business bank account . Put simply, it is any machine that accepts debit and credit card payments. In today’s age, having an EFTPOS terminal is a boon for business . It is a convenient and efficient way to accept digital transfers, with the added benefit of quick payment processing, automatic record-keeping, and reduced cash handling. The Rise of EFTPOS Introduced to the Australian market in 1984, the EFTPOS transaction system took a while to grow in popularity as business owners and consumers got used to the idea of digital payments. For context, Australians were still using cash for 90% of all transactions in 1985. It wasn’t until 2002 that the EFTPOS industry saw significant growth. At the time, EFTPOS terminals were all produced by the big 4 Australian banks and had cumbersome designs, made for function, not form. These days, the landscape has changed on both sides of the counter. For customers, the shift towards electronic payments has seen a massive adoption of debit and credit cards, as well as more recently, mobile wallets. For merchants, there has been a dramatic improvement in EFTPOS hardware which now not only comes in a plethora of sleek styles to match the aesthetic of your business, but also offers up new functionality to help businesses manage their bottom line and enhance the customer experience, such as surcharging , tipping, and Pay at Table technology. And if embracing the cashless society wasn’t already tracking steadily, the COVID-19 pandemic massively accelerated the trend. Business owners and customers all over Australia have precipitously sought to reduce cash handling since early 2020 due to health concerns around the physical exchange of money. In 2021, the Reserve Bank of Australia reported that just 27% of in-person payments were made using cash. EFTPOS VS. eftpos To confuse matters, eftpos (lowercase) also refers to a privately-run Australian debit card platform. So, while EFTPOS is the globally accepted term referring to the conduit between a customer’s bank account and your business bank account (or Zeller Transaction Account ), eftpos is also the brand name of such a payment system. The important difference with eftpos is that it only serves debit cards — not credit cards — and works in Australia only. It’s unlikely that you’ve ever noticed this subtle difference because 90% of all debit cards in Australia are co-branded with Visa or Mastercard. This means they can process transactions through Australia’s local debit card network (eftpos) as well as international schemes. When a customer taps, dips or swipes their eftpos card and selects either Cheque or Savings, the transaction goes through the eftpos network. If a customer decides to pay via Credit, the transaction is processed via Visa or Mastercard because a credit payment cannot be processed through eftpos. Without getting into the weeds, it’s just important to be aware of the difference between EFTPOS and eftpos so that you understand what you are looking for when shopping for a card-processing terminal. How do EFTPOS transactions work? EFTPOS transactions start with an EFTPOS machine . These machines are the conduits that allow the relevant networks to connect and exchange information in order to complete a payment. The networks involved include the bank where the buyer has an account, your own business bank account , the company providing the EFTPOS machine, and more recently, your point-of-sale technology. The back-and-forth talk between the terminal sitting on your counter and the larger networks ensures the card being used has the necessary funds in its associated account and confirms the identity of the cardholder as well as the bank tied to the card. If the machine is integrated with your POS software, the machine will also communicate with the system to bring up the relevant transaction amount on the terminal. The image below outlines how this system works, and in what order. The Acquirer refers to the financial institution that processes the payment on behalf of the merchant. Zeller for example. The Card Scheme, also known as a payment network or payment scheme, is the organisation that establishes and maintains the rules and infrastructure for the use of credit and debit cards. Visa, Mastercard, American Express are all examples of card schemes. The Card Issuing Bank is the financial institution that provides a credit or debit card to the customer. How long do EFTPOS transactions take? While the transaction is instantaneous, the multi-step process of authentication, verification, and funds transfer detailed above can require some time to fully process. How quickly your money will “settle” (that is, show up in your bank account) will also vary from one EFTPOS terminal provider to another. This is a very important consideration when choosing your payments platform, because the time it takes to access your funds will greatly affect your business cash flow. For example, Zeller customers who settle to their Zeller Transaction Account will receive their funds nightly. Many other platforms can take up to 72 hours. Zeller EFTPOS Terminal What to look for in an EFTPOS machine When choosing an EFTPOS terminal for your business there are nine questions you need to be asking . Your selection process will involve a consideration of initial output costs, such as terminal fees and setup fees, functionality, and mobility but to make sure you’re getting the best bang for your buck, your terminal also needs to tick the following boxes: It needs to accept all card types As a business owner in Australia, your best bet is to ensure your terminal can accept eftpos debit cards as well as common international standards, like Visa, Mastercard, and American Express. It needs to accept contactless payments Thanks to the expansion of NFC technology , the “tap-and-go” payment method has gained enormous traction in Australia both with cards and mobile wallets in recent years (four in five customers now pay contactlessly at least once a week). It’s an extremely quick and convenient way for your customers to pay, and will no doubt become the norm over the next few years. Merchant fees need to be low and flat Typically, the EFTPOS transaction fee (charged by the machine provider) will depend on the customer’s choice of payment method — making it very hard for businesses to estimate what their transaction fees will amount to for any given period. Having one low, flat fee for all card types means that you can forecast how much you are likely to pay in processing fees. At Zeller, you will only ever pay 1.4% per transaction. It needs to offer the option of surcharging Also more commonly referred to as zero-cost EFTPOS , surcharging gives you the ability to pass on the aforementioned fee to the customer. Surcharging is becoming more and more common in Australia, and is an important cost-cutting measure for businesses. Read our article on whether surcharging is right for your business. It needs to offer multiple options for connectivity If your WiFi connectivity dips out, it’s integral that you can keep processing payments until it is back up and running. Having a SIM card in your EFTPOS machine means you’ll never have to worry the next time your main connection fails, you’ll simply need to switch to SIM usage and business can continue as usual. For more detail on how terminals work, read our step-by-step guide on how to use an EFTPOS machine. Introducing Zeller At Zeller, we’ve built a smarter EFTPOS payments solution . Zeller Terminal is a dependable, secure EFTPOS terminal boasting mobility, customer convenience, a sleek design and low, transparent fees. With Zeller Terminal, you pay just 1.4% per transaction — no matter whether the customer has tapped, dipped or swiped their payment method of choice. With one low rate for all in-person payments, as well as faster settlements, forecasting your cash flow is simple. With Zeller, you can accept payments, access the money you’ve earned, oversee and manage your cash flow, and much more. And as more payment methods emerge, we are committed to supporting your business to keep pace with change.