Coffee Shop Business Plan.docx

Coffee Shop Business PlanTable of Contentsthe investment objectives and tasks3Investment Objective3Investment mandate3The key to success3Investors Introduction3The nature of the investor3Introduction of shareholders3Operation mode4Products and services4Product and service descriptions4Competitive Comparisons4Resources, technology4Future products, service plans5Market Analysis5The market demand5Industry trends5Competitive Analysis6The original shop business analysis6Summary7Success Stories reference7Promotion strategy8Market Strategy8Competitive advantage8Positioning9Promotion Scheme9Financial planning10Financial Highlights10Financial Indicators10The breakeven point10References10The investment objectives and tasks Investment ObjectiveTo become the regions business and leisure-oriented, both leading brand coffee shops, trendy consumer sites mood consumption. About three years to recover the total investment cost, and gradually began to profit. Investment mandate (1) For the implementation of capital stability, ideal investment channels for the owners to provide a stable place to invest and reasonable income. (2)The successful completion of the construction and development of stores, and gradually make the investment of capital income. (3) Rational use of existing sites to improve their stores advantages and hotel image, increase the number of tourist hotels visibility and achieve win-win. The key to success (1) The investor good cooperation with the owners to play both sides of the maximum combined resource advantage. (2) Sufficient market demand, positive and effective promotion program. (3) The location of the grasp. Address requirements cafe beautiful environment, or forming business district (In general, drinking coffee exchanges are recreational activities, mainly typical regional shopping centers, movie theaters, upscale communities, office buildings, universities etc.), both provided with at least one point. Investors Introduction The nature of the investor Public company with investors stocks cooperative. Property rights, powers and responsibilities of the relationship clear, flexible operation, easy to deal with co-investor owners month thing. Introduction of shareholders My friends and me.Operation mode Franchise form .Collaborators: coffee. coffee business in our country in 1968, has more than 30 years of history, has joined more than 400 coffee shops, cafe continues with its strong brand to attract investors across the country to join. coffee business location for the headquarters of the selected franchisees is very strict, binding coffee business, casual coffee shop features suggested franchisees in the high-end office, CBD district, or other high-tech park there is a market gap regional offices and other sites; franchise business area of not less than 300 square meters; unified style of decoration, unified product; Headquarters to provide technical support (including staff training) and products (coffee beans, tea) and distribution. Products and services Product and service descriptions Sell coffee, tea, beverages, drinks, food, meals and other commodities, and provides an excellent environment and services for the guests, so that consumers show a taste here and experience a culture, a kind of emotional sustenance, so coffee shop for business and leisure, a good place to party lovers. Equally important, these services and the hotel industry is no direct conflict. Instead, the hotels complementary source advantage. Competitive Comparisons The regional peer competitors for us are mainly small-scale with a certain personality coffee shops. In contrast, our franchise both brand appeal, or management, product and service quality, scale and capital, are a considerable advantage. Cafe fashion and taste colors, determine its specific gravity is a great emotional consumption, consumers are very concerned about the brand and quality factor. This may also explain many consumers far away, preferring to find a coffee shop downtown area location psychology. Resources, technology Coffee shop is to ask the size and grade of the industry, products and services is a demanding profession, After all, with its high consumption of colors, consumers will inevitably care fully reflect the value of their own consumption. To achieve this, the investor resources, technology has high demands. Investors choose to join the way, on the one hand to get the adequate resources, advanced equipment and technology, on the one hand but also to avoid a lot of business risk. Future products, service plans With the changes in our restaurant development and the surrounding environment, products and services will continue to improve, including more comprehensive products, better quality and personalized service. The stores will be under support and their own efforts, continues to increase. At the same time, the shop in the foreseeable period of time, in cooperation with the owners of your period, will insist on doing the coffee shop business, makes other changes. Market Analysis The market demand Our consumer demand is quite adequate. On the one hand, there is a stable and old customer; on the other hand, although there is no beautiful natural environment, there is a relatively stable district. (1) The old stable customer resources. The original Omer attendance is about 60 percent, and the population is relatively stable. This is part of the consumer after the completion of the new stores; the customer is a natural resource. Faced with more appeal, products and services and better stores, they will not be lost. (2) The office and customers. (3) Shopping and entertainment. (4) And mature residential area west of the upscale district. There are many communities near our shop.(5) The UT Stardom, and numerous IT enterprises, advertising agencies and other emerging industries in the region. (6) Various schools and colleges in the region numerous. There are many universities near our shop, among the faculty and students of the couple are also potential customers. Overall, there are plenty of target consumers, but here there is a lack of brand appeal, on the scale of the coffee shop, there other shops just to fill the market gap. Industry trends (1) Coffee consumption market is growing rapidly, the city has become a major trend of consumption, and the market early cultivation has ended. Nestle, Maxwell, Colombia and other international coffee companies have set up branches or factories in our country, according to a 12 inland cities in the survey, 32 percent of urban residents to drink coffee. Proportion of the population drink instant coffee in the past year is become larger and larger. (2) Coffee growing consumer goods, cultural charm is the markets charm. Instant coffee has been far from alone cannot meet the requirements, and consumers began to cognitive coffee brand, style and know how to enjoy the fun of coffee. Specialty coffee is undoubtedly the mainstream of the entire coffee industry; the development is now quite rapidly. The rapid development of the coffee market and consumer interest in Western culture are inseparable natural. (3) The level of education, family income, and the frequency of drinking coffee showed a significant positive correlation. This means that the coffee beverage is a symbol of the advantages of class lifestyle. (4) Competition within the industry and associated industries with more and more intense. Meanwhile, tea, a variety of drinks is associated coffee substitute and has a new look and taste, so that tea and coffee will be very fierce competition between. Competitive Analysis (1) Indirect competition with a strong brand stores. Currently there are many coffee shops in our community. For example, Starbucks (Starbucks Coffee) as well as from the United States Coffee Beanery same shop from Japans Manab coffee (Manab) including existing stores, specialty stores, our community will be diverted around the source of these indirect rivals. (2) Direct competitors. Some characteristics of the coffee shop in the region. And the scale is not too large, have certain characteristics, environmental and coffee flavors are good. These stores are in recreational areas or have certain competitiveness. The original shop business analysis (1)Current business conditions: The total number of units 40, the number of positions 170, and attendance: Around 9:00 pm 50%, turnover 400 / day. (2)Unsuccessful business reasons: Brand factor. Brand reliance coffee consumption is very high, the consumer is not only consumer products like coffee, more or show a taste, experience a culture, a kind of emotional sustenance. This is why consumers are willing to pay several dollars for the cause of a small coffee cup. The Omer meaning enough, external general, it is difficult to meet the needs of high-level consumers, especially business, communication aspects. Management factors. Lack of advanced, standardized management concepts and tools system, the service level in general, difficult steps, consumers can not fully reflect the value of their consumption. Product factors. Product quality is the brand and the basis of sales, and the original store a single product variety, dull, difficult to meet the various needs of consumers. Sales consciousness. Not actively looking, and stable customer resources, basically sit back and wait. This leads to the restaurant attendance is not always in the high state. Summary From the point of view of the market environment, our shop has a stable target consumer group; coffee consumption throughout the industry trend is on the rise; No direct competition strong competitors; original shop not address the reasons for unsuccessful. Therefore, there is a market gap. As long as we seize the opportunity to take advantage of the appeal of support our coffee brand and resources, in close cooperation with the owners of investors actively promote, build awareness our shop as soon as possible, reputation and regain the diversion of tourists, and the establishment of the brand in the region of small specialty stores, our coffee shop entirely within the investment planning time, steady growth, achieving profitability. Success Stories reference Note: The following case cafes investment and scale, although there are some differences with the restaurant, but the small shop and the restaurant is similar to the geographical environment, and success. As long as the site properly explained, well-managed, accurate positioning, promotion of effective, coffee is not difficult to achieve a good profit. Because of different circumstances, this case is for reference only. Project Name: Picnic Cafe Business: Coffee + drinks + meals Store Location: rural location, which is similar to our location. Size: 30 square meters Initial investment: 15,000 yuan payback time: 1 year Investment income Investment: Picnic initially put in 15,000, including 4,000 yuan rent, equipment, staff salaries, decoration, product and other expenses. Of course, there are often some unexpected expenses in the course of business, such as the purchase of books. In addition, cost controlling. For example, the weight of a bag of coffee beans on level 1 kg, cost about two hundred pound per bag of coffee beans can brew about 50 - 70 cups of coffee, the cost of a cup of coffee beans is about 3, should also be considered rent, equipment investment, investment products, personnel expenses, utilities and other expenses (without considering depreciation factors, such as large amount of depreciation should also be considered). Income: price per cup of coffee around here for 10, also sell drinks and Western meals. Coffee accounts for 30% of revenue turnover. Every day there are about 40 people, per capita consumption of around 30. Management and promotion Coffee shop sketch 30 square vent free Picnic Although the decoration is simple, but especially at home taste, even more than a warm home, but also to relax. North wall shelves are all above ground filled with a variety of books in disorder, just like a small library, guests can readily pick up and read. The east wall of the most distinctive, from the roof to the ground throughout the white walls are graffiti, full of improvisation guests, there is painting, writing, and more concerned with emotion and life, called to vent emotions. Sill is low, the top covered a variety of magazines, placed near the window where only 2 small square table, you can only take four people, the whole room will accommodate a dozen people, is really too small, however, where the air light, sound even more obsessed, regret, feeling just as easy and free at home. Cocktail parties in order to increase the visibility of Sharon, Picnic in contact around the universities, engage in some promotional activities, such as: Sharon party activities, reading activities, showing the latest movies, student clubs, etc., good results. Promotion strategy Market Strategy (1) Target market The regional district (in the market demand section already described) has Petty Bourgeoisie consumers, more than the monthly income of 2,000, the well-educated, the pursuit of fashion and taste, with green, middle-aged. Also includes some student couples. (2) Marketing Plan use of franchise brands and resources, quickly established a reputation our shop reputation, a solid live old customers, will be a strong local stores and specialty stores divert tourists to recapture. As belong strong brand, but do not belong to the most powerful, but also the future of the region is likely to have other strong brand coffee shop. So now we have to take advantage of all the opportunities and resources, good service marketing, in a more personalized service, build our own brand, and consolidate customer loyalty. Competitive advantage (1) Owned stores appeal, management, products and service levels, strong in the region, no other stores, so shop outset occupied the high ground. (2) Has a large, convenient parking, car owners are more attractive. (3)Investors good cooperation with the owners of the two sides complements each other. (4) Venture investor enthusiasm, good marketing sense to ensure that the innovative capacity and service levels. Positioning Within the local district to business and leisure-oriented leading brand coffee shop, business communication, emotional communication fashion sites. Promotion Scheme The most important thing is to establish the visibility of the shop as soon as possible, so that consumers know the shop nearby. (1)Advertising For residents in the west of the high-end residential and shopping in the nearby parking lot, the car owners delivery exquisite single-page advertisement (DM) and a small gift, a single page can also be made in the form of coupons. headquarters of advertising support. (2) Event Marketing For more advertising companies in the region, and advertising companies have a lot of customers, they are the ideal target group restaurant can host a salon advertising. So that to enhance the shops artistic taste and image, but also brings a stable source. After the time is ripe, but also regularly organize such advertising salon. Advertising company list, you can find from the yellow pages, you can also take the initiative to find some advertising companies within the region office.Student parties, reading activities. Contact student organizations in the region of several important universities, hold some salon party, reading activities, still conducive to enhance the taste, attracting students and young people consume. The time is ripe, you can organize a Coffee and Life as the theme of writing activities. (3) Services Marketing Removing brand factor, service for coffee consumers, is the most important. To do this, you need more personalized service. Establish membership card system. Members name printed on the card, like a bank card the same. Membership card discount rate is not high, such as 9.8%. But on the one hand, it can give consumers a sense of respect by the other, but also easy for the consumer to call the waiter. Especially if consumers and others together, but the waiter said publicly that he (she) * Mr. Miss, they will feel very face. Personalized service. In the table, put some promotional materials, con