Old_local_campus_coffee_shop(英文商业计划书).doc

Old local campus coffee shopBusiness plan Campus coffee love and warmCLASS:3 GROUP:2NAMESTUDENT NUMBERNail113501306Dana113501322Anthony113501312Tom113501321Caesar113501317Contents（）Project Overview 1Reasons to choose coffee business1The historical background of the coffee industry and Analysis1Price 2（）Customers and market positioning2Customer analysis2Market positioning3（）Competitors and operators pros and cons analysis 3Competitors and disadvantages3Advantages 3Coping strategies 4（）Commercial mode analysis4Opportunities for campus cafe (the prospect of)5 The campus cafe threat (risk analysis)5 Business strategy 5 Promotional tools 6（）Economic cost benefit analysis6Sources of funding6 Market prospects6 Fixed costs7（）20 common problems and treatment programs8（）Student page9- 9 -Project OverviewSix reasons to choose coffee business:One reason: the coffee is real world drinks Second reason: the cafe as the gold in the field of food and beverage industry, have sprung up everywhere, the prospect of unlimited.Three reasons: the cafe has long been beyond the dining areas, a magic place, a can not refuse lifestyleFour reasons: as a contemporary college students, coffee allows you to express individuality, self-realization, broaden your contacts, get a sense of accomplishmentFive reasons: cafe venture capital needs vary inSix reasons: good growth and high return.The historical background of the coffee industry and Analysis：Cited: It is no exaggeration to say that coffee is only a true sense of the world drinks, coffee is also the worlds trade value after the second largest commodity of oil. (Source, Chinas financial, November 7, 2008) coffee - one of the worlds three major beverage, a Western imported goods in China is indeed a household name, has a far-reaching lasted background and practical significance. Coffee, Western real rise, should start from the end of the 1990s. Its speed of development, within a short period of ten years, reaching the unprecedented prosperity of the industry. With the development of the times and the idea of peoples lives to further change, the coffee industry is also in a rapid pace. Accompanied by social development, the material standard of living improve 80,90 young people after consumption level also increased, they are no longer confined to live frugally lifestyle, fashion, personality, simple. Coffee, whether in China or in the West is a culture. Coffee has become an important place for people to communicate and enjoy themselves for the campus, it is a learning party, the ideal place for exchange, leisure. Coffee is not just a drink, but an atmosphere of culture and life pursuit. Campus cafe will not only enrich the campus life, and also has a high cultural quality of the teachers and students to a higher level of taste and spiritual enjoyment. The university campus is densely populated places, has a stable consumer market, and the demand, as a supplement and enrich campus life, school teachers and students need a convenient venue for the exchange of entertainment and learning. So, I think the students will certainly become one of the main consumers of the consumer, according to the students needs and consumer psychology. Not so in our schools to provide students with a place of fashion and culture, I think this project is of great prospects, so I decided to create a campus coffee shop. Products and services with features: simple store modern style, with comfortable separated Xiaoya for customers to chat to rest, shop with Wi-Fi wireless Internet access is available for customers with notebook leisure. Professional coffee-based the , combination pastries, water it drinks snack foods to meet consumer demand. Unlike other drinks campus, our coffee shop and adhere to create high-quality freshly ground coffee.Coffee: pure coffee-based play, launched delicate fancy coffee: latte, Blue Mountain coffee, Mandheling coffee, cappuccino Irish coffee, etc.;2. Stylish bar drinks: such as papaya milk, bananas, milk, Hong Kong-style milk tea, etc.;According to different seasons to develop some cold drinks, hot drinks, snacks, salads, etc.;Food based on sales of nuts, preserved fruit class, mainly meat made food and some potato chips, snack food series.Price：NameSpecificationPriceprofit rateVarious types of coffee300ml10-20￥50%All kinds of drinks300ml、500ml6-15￥40%Fruit salad250g10-15￥60%Customer and market positioningCustomer analysis: consumer groups can be divided into two large groups of students and teachers, by occupation, in which the number of students in the mostLarge, teachers, followed by.Student:Freshmen: early to arrive out of the school and surrounding environment familiar stage are very curious about everything, plenty of extracurricular time, has a keen interest in the internal and external diet. In addition, because through community activities and high-grade senior senior sister apprentice contact, and gradually establish the school environment and the social environment broadly cognitive. Freshman not too frequent coffee consumption behavior, but it is to establish a good image of the cafe critical period (newborn exposed to new things always curious, easy to accept, and preconceptions, it is easy to create a good first impression sophomore and junior year, and long-term maintenance, In fact, part of the pioneer in the nascent experience also plays a model and guide for other freshmen): after a the freshman lost and the adaptation period, his attitude is gradually co-production of the school environment, consumer behavior large by necessities consumer (mobile phones, electronic products, clothes, etc.) to the consumption of non-necessities experience and emotion, some people looking for part-time work, an increase in disposable income, while , a considerable part of the consumer groups began to fall in love, the need to express emotion, products the sustenance and ways of coffee is a good, very promising for the couples market.Senior year: graduating, the the employment and Kaoyan pressure of, the remainder of the disposable reduce emotional marketing can be taken against them, to create a sense of belonging, to get the consumers emotional identity.Teachers consumer groups: young teacher recently graduated, like a general single family. Conversion in the roles of teachers and students, into a more stable income. Easy to accept new things, to pursue their own lifestyles. Other teachers: relative to young teachers, the income the higher the children and families, disposable income and more. Other consumer groups: festivals, friends to visit, the parents visiting liquidity consumer groups. Important is to be built next to the Suqian College scenic spots will be attracted visitors from all over the country.Market positioning:Leisure, diet, learn, work and entertainment in one price acceptable to consumers to provide a place of emotional and spiritual enjoyment.Competitors and operators pros and cons analysisCompetitors and disadvantages：The major competitors of the campus coffee shop is a the school tea shop and colleges around the tea shop, there is downtown cafe. In contrast, the disadvantages of the campus coffee shop mainly: 1) the strength of strong cafe less than off-campus, lack of management experience2) a single consumer groups, the relative concentration and consumption time, increase management costs and operating expenses 3) internal and external tea shop, coffee drinks, but inexpensive, easy to shunt customers 4) area is limited, it is difficult to expand the development of 5 ) coffee house construction, decoration and final operational risks: a, decorate it might have the funds in place the risk. for coffee and coffee purchases of raw materials and shoddy products purchased prevention, leading to a customer is injured.Advantages:1) strategic location, close to the consumer groups, saving the customer time cost, convenient consumer2) campus coffee shop on the emotional easier Campus consumer acceptance3) ease of stitching teams consumer population concentrated. Easy to produce demonstration and imitation effect4) the environment compared to schools outside the tea shop located so that consumers have a good spirit to enjoy5) a, the recruitment of the joint venture business people, in accordance with a stake in the proportion of dividend, thereby reducing the risk of b, we will be carefully selected. If a similar situation occurs, then the way we control is to interrupt cooperation with its suppliers, and to pursue its legal responsibility.Coping strategies:a) Change the commercialization the cafe marketing model, according to local conditions, such as a bottle of coffee on the marketHow much pricing strategy is to first understand the consumers believe that the price of a bottle of coffee is the most suitable,According to consumer acceptance of the price of a bottle of coffee to determine the capacity of a bottle of coffee, rather than to determine the price of the product according to the capacity of a bottle of coffee products. The price of the coffee productsBit neither the higher the better. Nor is it as low as possible. The price positioning only in line with consumer demand clincher. b) make full use of the excellent location, do a good job in the relationship between the cafe with campus various student organizations, the establishment of the strategic partnership. Student groups to establish a good image to create a sense of belonging to them, the best in the student population. Propaganda work. c) the most important thing is to do the product itself, so that consumers can get a taste at reasonable prices under the pleasure, as well as the health of the consumer. Get better service in a reasonable price requirements. Better environment to enjoy the service. To meet the interests and hobbies, and more joy in her spare time. d) In short, everything should be based on the interests of the customer as the basic point. Must be aware of our own shortcomings and strengths of our competitors, and give full play to the advantage of the campus coffee shop.Business ModelRisks and risk management of the cafe will be set up in the crowd is more concentrated in commercial areas, the the surrounding competing with us the same type of diet pastime restaurant industry will be a corresponding increase in.Other,Opportunities for campus cafe (prospects):1) consumer groups concentrated huge consumption potential. In schools, dormitories, classrooms, cafeteria three-point line life urgent need rich. Cafes and other leisure facilities for teachers and students to provide a different kind of choice.2) students are young people, once formed habits and consumer preferences, and easy to become a loyal customer.3) schools lack novel characteristics cafe. Is a gap in the market.4) special groups that can not be ignored: couple, the two world need quiet Mysteries of LoveLove, a place of exchange of feelings, most appropriate campus cafe.5) Institute next to be built scenic areas, will inevitably become one as the Subei education in the history of the reform of one of the most beautiful campus of the Nova and northern Guangxi College of Foreign Languages the visit object of the visitors from across the country, taking a break in our coffee house experience human atmosphere is a pleasure for our campus coffee house in terms of significance.Campus cafe threat (risk analysis):1) lower market entry costs, prone to imitate and follow-up competitors. Other dining options around the school is highly competitive.2) in the technical mastery of the fledgling venture has a huge challenge, because the quality of the coffee will directly affect the operation of the cafe. Plus rent is more expensive, less liquidity in hand at the beginning of three months, we invested in terms of publicity will be a greater impact.3) consumers are more single analysis of the campus market potential customers age, income, spending habits, mainly for two large groups of students and teachers, including the largest number of students. As consumer groups, mostly students at the school. Spending power is limited, so our pricing strategy should take the mid-range of low price.Business strategy：1) taste, price and environmental impact of the consumption of the most important factors, In other words, we should be provided for the potential customer enjoyment and service of high quality popular price. Should pay attention to the atmosphere to create a private space and a pleasant atmosphere. 2) According to market research, the two results, the frequency of consumption of high school students is high than low grade, lower grades of coffee consumption preferences strongly than the high grade, so consumption cycle for different consumer groups and customers, low grade market to take training policies, the high-grade market is taken to maintain and harvest strategies.3) Each time to accept spending survey, the price of each cup of coffee between $ 8-15, each spending between $ 10 - $ largest proportion, so we should be flexible in the application of the pricing strategy and product strategy for consumerprovide inexpensive services. As mentioned above, must first understand the consumers believe that the price of a bottle of coffee is the most suitable, according to consumer acceptance of the price of a bottle of coffee, rather than according to the capacity of a bottle of coffee products to determine the capacity of a bottle of coffee to determine the price of the product.Promotional tools:gifts: special price, for example, every week there are several coffee discounts can attract a lot of people coming. To carry out a series of promotional activities price and small gifts for couples market. Or store employees consumption friends, you can give a discount.2) discount pricing: for example holiday party.3) leaflets and posters: issuing a certain amount of flyers in places with large flow of people (such as the cafeteria door, the library door); Economic cost and benefit analysis Sources of funding：Five million funding sources for myself was astronomical, so we intend to shares, recruitment ideas and funds friend up a cooperation venture, combined with how much of the stake in the proportion of funds within the school to determine the futureThe profit-sharing ratio. Together, common management, common to the coffee house bigger and stronger.Market prospects ：According to the budget analysis and investigation, initially identified market capacity, can also be seen price between $ 3-6 per cup of revenue is the most appropriate profits each consumer about $ 4-10 per.And so on. Can be roughly estimated the total daily turnover of about 2000-3000 yuan, yield 60% .Gross profit about 1200-1800 yuan per day. Remove, wages and salaries, etc., net income of 800 yuan.On Monthly would be able to recover funds of $ 20,000, two and a half months have been able to recover all the costs.Not only profits, but also services and greetings. For practitioners, and hope that the cafe into ideals and beliefs of the people quality service and the healthy development of the industry. We believe that only in a kinds of fair, rational business ideas. Hard to adhere to the results we all hope that the double win situation, which promote the formation of the Office and the old local cafe development in general.Fixed costs：NamePriceQuantityAmountMenu10 yuan/copies10100Freshly ground coffee4600 yuan/A14600Drinking fountains80 yuan/A180Tables and chairs sofa150yuan/A406000Cabinet150yuan/A2300Ice machine500yuan/A1500Sand ice600yuan/A1600Microwave600yuan/A1600Oven400yuan/A1400Milkshake machine600yuan/A1600Freezer800yuan/A1800Refrigerator1200yuan/A11200Sealing machine300yuan/A1300Renovation costs-20000Total3608020 common problems and treatment programs：1) wrong menu or sent to the wrong dish how to do?A: to apologize to the guests, and to ascertain the reasons and told guests to solicit guest comments if needed.2) Guests in menu point something is not how to fix it?A: Apologized to solicit guest comments, ask if you can replace.3) guests drink coffee or drinks, the foreign body how to do?A: to apologize to the guests after guests allows withdrawal of this product to do a re-guests.4) The waiter coffee or drinks accidentally soiled clothing guests how to do?A: handed him a towel or napkin to the guests, sincerely apologize to the guests, attendants should assist guests wipe the case of female customers, to make the guests wipe.5) Guests for drinks not satisfied with how to do?A: Ask the guests are not satisfied with the reasons and make improvements.6) guests refuse to pay for drinks or food are not satisfied with how to do?A: First of all, apologize, ask specific circumstances, as guests mentioned requirements are legitimate, a problem or not enough affordable dishes, or on the product does not affect its timely meals free of charge or appropriate discount to an apology.7) service is not timely, the guests complain should be how to do?A: to apologize to the guests by the