Business Profile.doc

此文档收集于网络，如有侵权，请联系网站删除1.0 Business Profile1.1Business NameThe business name will trade under the registered name of “Peachs Caf”.1.2Business ActivityThis business is a caf which sells Italian roast coffee, blended juice (a kind of kids drink) or blended coffee drink, wide range of snacks as well.1.3Business LocationThis shop will be located in the commercial center, nearby the Grand gateway. The location is No.2 Hong Qiao Rd. The caf is 25 square meters. There are also some tables outside the shop. There are many office buildings, and the subway stations are closed enough. It takes only 10mins to get there from the office. There is a park 15mins far from the caf. So our target market is wild. 1.4Ownership PatternThe business will be operated as a sole trader by Peach. The responsibility of making decisions is owned by her.1.5Entry StrategyThe business will be purchased as a starting up shop. With the increasing demand of caf, the business will have a large market. Nowadays, not only business people like coffee, most people can accept the drink. The business also supply kids drink .The start date of the business is 12.26.08. 1.6Mission StatementTo establish Peachs Paradise caf as the freshest coffee supplier while maintaining the uncompromising principles as it grows.1.7Business ObjectivesThe key objectives of the business for the next three years are summarized as following,200920102011Marketing:l Sales turnover1,570,000yuan1,640,000yuan1,900,000yuanPersonnel:l Number of personnel(full time equivalents)358Financial:l Net profitl Net cash flow1,333,254yuan1,626,700yuan1,330,734yuan1,267,936yuan1,503,894yuan1,441,161yuan2.0Marketing Plan2.1 Environmental trendsl Economic factorsAs Grand gateway is in Xuhui district, one of the economic centers, we can have a lot of target consumers which can earn 250010000 per month. Nowadays people like to pay more money to enjoy their daily life. They are willing to pay money on a cup of coffee a day even more. This is good to us.l Demographic factorsFirstly, reaching to the deadline of 2007, the demographic number of Xuhui district was around 887.5 thousand. That shows we have a lager market to do this business. Secondly, there are many ways of transportation, such as subway, bus and taxi, i.e. we have incalculable target consumers. This favors us.l Technological factorsAlthough there are several cafs around us, we should face this difficulty. But we provide different kind of coffee bean which they dont use. That makes our coffee taste unique. I think this is a weakness.2.2 Industry conditionsl Demand conditionsOur consumers may around 2345years old people. Most of them have purchasing power. Nowadays, with the pressure of work, more and more people like to take an espresso in the morning or when they should work overtime. They need a drink to release their stress and keep clear-headed. Having such a large market, we can do our business successfully in the future.l Supply conditions1. The extent of competitorsThere are Starbucks and Costa near us. They are well-known coffee shops. 2. The availability of suppliersOur caf use the Italian roast coffee bean, this is different to Starbucks and Costa. So our suppliers are enough.3. The existence of entry barriersThere is no entry barrier in this business.2.3 Target marketAfter having done some researches, I find my target market can be divided into 4 market segments. They are business group, trendy group, family group and middle aged group. Much more details are as following.Target customer group 1- Business Groupl Common characteristics:Local area dwell, aged 30-40 years, some married with families, busy lifestyle, well educated, high incomesl Relevant wants:Keep clear-headed, release pressure, keep fitTarget customer group 2- Trendy groupl Common characteristics:Local area dwell, aged 25-30 years, single or couples, trendy lifestyle, well educated, fashionable, middle to high incomes, live for presentsl Relevant wants:To be noticed, chasing fashion, enjoy daily lifeTarget customer group 3- Family groupl Common characteristics:Local area dwell, Parents with 12 children, aged 510 years, care about the nutrition of their babies food and drink, high incomesl Relevant wants:To give their baby rich nutrition food and drink, Target customer group 4-Middle aged groupl Common characteristics:Local area dwell, aged 40-45 years, like to chat with friends, like convenience and less distancel Relevant wants:To away from noisy, enjoy chatting with their friendsWith the market segments listed above, I choose target1, 2, and 3. Because there are many office buildings, and the subway stations are closed enough. It takes only 10mins to get there from the office or subway.2.4 Competitors Name AddressSizeCurrent strengthsCurrent weaknessesStarbucksGrand gateway1st floor 35m2Well-knownHigh priceCostaGrand gateway2nd floor100m2Table serviceHigh price2.5 SWOT Strengths:Our strengths are that we sell not only rare coffee beans, but also good services with low price and high quality. That brings us much more strengths. Because other kind of caf will have more customers than us, but meanwhile they can not take care of each consumers feeling and needs, but we can. Weaknesses:Our weaknesses are that we are new brand, which means we are unknown. And another problem is we are small size, which will limit the amount of our consumers, we dont have enough room to contain such a big amount of customers. Opportunities:There are many office buildings, and the subway stations are closed enough. It takes only 10mins to get there from the office or subway. This will bring us a lot of customers. They will be willing to come to our caf when there is a rush hour in other famous caf. Threats:To run this business must have some amazing ideas and product unless you would be quitted by the market.2.6 Product serviceMy caf provides Italian roast coffee, blended juice (a kind of kids drink) or blended coffee drink, wide range of snacks as well.This product service can be suitable for my target customers.Our aims are to attract our target customers to come to our shop with high quality products and good services within a low price.2.7 PricingMy caf shop has 2 kinds of take-away cup. They are paper cup (to keep environment). We can also provide table service, so this kind of cup is china. So we only sell 2 size of coffee. One is medium size, another is venti size. The prices are 15 and 18 yuan. These prices are much lower than Starbucks and Costa.2.8 Advertising and PromotionI will use some giveaways, some outside and window signs. These cost me not too much. To promote my coffee, I will give those who buy 2 cups a discount ticket which shows 50% of the venti cup price.To appeals to the consumers, we will make our shop with a bright and warm color. This will make them feel like having a cup of coffee at their own home.2.9 DistributionThis shop will be located in the commercial center, nearby the Grand gateway. The location is No.2 Hong Qiao Rd. The caf is 25 square meters. Our customers can have a cup of coffee in our shop, also can take away.The start date of the business is 12.26.08. 3.0 Purchasing Plan3.1 SuppliersSupplier 1: Name: Italian roast bean co, Ltd.Location: Local areaDuration: 10yearsTelephone: 65257887Suppliers: Italian roast coffee beanSupply terms: CODSupplier 2:Name: Uni-president co, Ltd.Location: Local areaDuration: 10yearsTelephone: 67489289Suppliers: tea and blend coffee beansSupply terms: CODSupplier 3:Name: Kenya coffee beans co, Ltd.Location: Local areaDuration: 8yearsTelephone: 62435672Suppliers: Italian coffee beansSupply terms: COD3.2 Purchasing PoliciesHigh quality and lower price is the best choice, however, good delivery, well service is important as well.(A)Italian roast bean co, Ltd.(B) Uni-president co, Ltd.(C) Kenya coffee beans co, Ltd.Quality543Prompt Delivery445Service445Location555Evaluation standard:(Max: 5 scores; Min: 1 score) P.S. If the score of Quality is lower than 4, however high the score in all is，I wont choose that supplier.With the researches above, I find that the Italian roast is the best choice. Although the scores of prompt delivery and service are lower than Kenya coffee bean co, ltd, the score of quality is much higher than them. So I choose the Italian roast bean co, ltd.4.0 Personnel Plan4.1 Management DetailsThe organization will be managed by the proprietor, Peach, whose relevant personal details are as follows.Relevant experience:l 2 years experience in a cafl 21 years living in local areaRelevant qualificationsl International business diploma from SSPUl Speaks several languages fluentlyIn year 1 the proprietor intends to undertake the responsibility of training her staffs about how to be a good barista and how to be a good waiter/waitress. During year 2, the responsibility will transfer to the old staffs. They will tell those new staff what I have told them in year 1.4.2 Organization Structure ManagerBaristaWaiter/WaitressJob 1: ManagerJob description: This job should be the decision maker, and she should make the strategy plans.Qualification: Business diploma Speaks several languages fluentlyJob 2: BaristaJob description: This job should take the responsibility of making the coffee, and warm the food, casher, etc.Qualification: 2 years experience in a cafSpeaks several languages fluentlyJob 3: Waiter/ WaitressJob description: This job should take the responsibility that he/ she should give our customers the best services, let them feel like their family.Qualification: 2 years experience in a cafSpeaks several languages fluently4.3 Compensation and benefitsJob titleSalaryBonusAllowanceBarista15000.5% of each days salesFour kinds of insuranceWaiter/ Waitress1200N/AFour kinds of insurance4.4 Staffing strategiesOur shops staffing strategies are as follows,l Each staff has a one year contractl Offer each good-performance staff extra bonusl Our training process lasts 2 monthsl Good environment of our shop5.0 Financial Plan5.1 Establishment CostStarting up a businessEstablished cost￥Furniture and Fittings/Decoration 20，000Plant and equipment 40，000Office machines 5，000Utilities 4，500Lease costs 30，000Registrations, permits, licenses, and approvals 15，000 Insurances 3，000Trading stock 3，500Advise