I, project introduction: the store is a low capital investment, wide range of consumer groups, fast cost recovery and the facade is very good to find a business project, generally in addition to retaining the store rent for about 3 months, labor and daily expenses, the milk tea store operation and management of the working capital is not too much, is very suitable for small independent entrepreneurship. The name of our store is "Tea Story", which is easy to remember and catchy and can be quickly remembered. Our goal is to general milk tea store does not have unique features to attract customers and get big profits, with a year's time to hit the "Tea Story" reputation, establish a brand effect and accumulation of funds, through the investigation of the pilot, the operation of the expansion of the other markets, to obtain greater benefits. Through continuous reform in the process of operation, gradual improvement, the formation of word of mouth, expanding market share, the formation of a chain of "Tea Story" milk tea store.
Summary of the plan
I. Project introduction
II. Industry analysis
III. Product and service introduction
IV. Store location
V. Decoration and purchase of equipment
VI. Human resources planning
VII. Market analysis and forecasting, analysis of the competition and the characteristics of the store.
Eight, marketing strategy
Nine, financial needs and use
Ten, risk and risk management
Eleven, medium and long term planning
Two, the industry analysis
Milk tea, coffee belongs to the mass consumption, consumers are many, mainly teenagers and students are mainly, no matter whether it is the current market demand or future market demand is great, but the milk tea shop industry competition
Milk tea, coffee belongs to the mass consumption, consumers, mainly teenagers and students are mainly, no matter whether it is the current market demand or future market demand is great. Great, but the milk tea store industry competition is also very fierce, we must make special features in order not to be eliminated, in order to stand out in the industry. At present, most of the milk tea store tastes the same, so we want to do a good job, we must innovate, such as adding new flavors, the use of strange and interesting cups, so that customers refreshing. At the same time to focus on milk tea store health, so that customers have a clean and fresh feeling as soon as they walk into the milk tea store.
For the pricing of the products, we will set different prices according to different flavors, usually around 3.5 yuan, the same as the average market price. We take competitive advantage of our products to capture market share with the quality and features of our products.
Because there are many similar stores, it is difficult to enter the industry, and most customers have inertia in the consumer psychology, it is difficult to achieve competitive advantage in the industry. So we will be in the pre-opening of high quality and low prices to obtain a pass to enter the market, and there will be promotions and special events, specific will be introduced in the products and services.
Three, product and service introduction
The store is mainly engaged in a variety of coffee, milk tea, in addition, in order to meet the consumer demand of customers, and at the same time, operating double-skinned milk, shaved ice, milkshake, a variety of fruit juices and beverages and a variety of snacks, such as a variety of flavors of melons and roasted shark's fins and so on. In order to attract customers, the store will develop new types of milk tea through continuous experimentation. The new types of milk tea will become the recommended drink of the week, and will be sold at a special price in the first two days of its launch, and will become the store's specialty product if the response is good. In order not to be imitated and surpassed, we will continue to introduce new products, holiday products and anniversary products. For example, Valentine's Day: launch couples milk tea, Hanukkah: launch single milk tea. Continuously attract customers because of the characteristics, so that customers have a deep impression of the store, and gradually form a word of mouth, and become the intangible brand assets of the enterprise.
Additionally it can be operated by combining the flavoring technology with the requirements of the bartending process, which is a qualitative leap and a kind of artistic enjoyment. The main ingredients of milk tea are: milk powder, tea, sugar, water (and ice), spices (pearl milk tea also includes pearls). Different water to do the milk tea flavor varies greatly, you use tap water? Or mineral water? Or mountain spring water? Sea water? Filtered water? This is completely different, spring water is expensive, but the taste is good, the product is good in order to have repeat customers. Ice is also, the program of making ice will also seriously affect the quality of each cup of milk tea. Therefore, in order to the long-term development of the enterprise, the operating personnel have really learn milk tea technology. Basic to know: 1, learn to taste milk tea; 2, raw material ingredients recipe; 3, flavoring portion and time; 4, the application of equipment and flavoring fire; 5, flavoring techniques; 6, milk tea preservation; 7, milk tea packaging requirements; 8, changes in milk tea, including sample changes and qualitative changes, such as: pull flowers.
Four, store location
Milk tea is a fast consumption of leisure drinks, is a completely dispensable thing, therefore, if if the site is not good, then no one will "not far away" to run to drink a cup of milk tea specifically for you, the busy area is the best choice. This is something that does not need to be considered, but the high cost of busy locations is something that has to be considered. So according to their own investment capacity and competitive ability to find the site, to see the current store situation, but also to the future development of the situation is estimated. To assess the consumption level of the store, low consumption places should not be big investment; similarly, high consumption places should not be low investment. Also consider next to or around the peer, price quality how, if looking for store now no competition, there is no possibility of future competitors and so on. Especially for our short capital investors, in the win-loss balance calculation will be based on the data "across the store rent should not exceed the average minimum turnover of 15%" to determine the location of the store. Around the school is a very good location, more students, consumption will be more. In addition, to add a point, buy milk tea customers, the majority of women, so if it is a girl, especially young girls more places, no doubt is a good place.
Five, decoration and equipment purchase
Decoration is in accordance with the amount of investment and consumption level and product matching situation to carry out decoration design and decoration. The style of decoration should be done to meet the consumption ability, but also look comfortable, hygiene, simple and generous. Especially, for the concept of young people, to design more characteristics, so that young people like. Pay special attention to the flow of the bar design, according to the product demand and equipment equipped with the program design, smooth operation at the same time as far as possible to consider the product of the more into and equipment to add the space required. This also includes the layout of water and electricity and hydraulic power requirements.
1, sealing machine
With a counter, generally sell cookware machinery, sealing equipment stores are sold, every sealing mouth, the counter will remember the number, regardless of whether the power supply is not connected, this is a mechanical counting. Sealing machine should pay attention to when you buy, find a cup to try to seal, adjust the temperature to 170 degrees or so, press about a second or so, remove to see if there is a seal; and then pinch a little harder to see if the seal is strong, there is no sealing is not strong, there is a leakage of small holes. And then pay attention to see whether the sealing film cut neatly, there is no cut off, that is, look at the upper and lower mold flat or not, tooth knife sharp or not.
2, sealing film
Generally sell sealing machine place will come with the sale, when buying and selling, pay attention to, sealing film can not be too thick, too thick easy to seal can not be, and inserted into the straw will be very difficult to insert the broken, too much force, either inserted into the straw is bad, or the milk tea to the ground, or accidentally inserted into the cup broken. From the material considerations, too thick is generally not a good material, will be very brittle, a plug will crack a big mouth.
3, freezer
Generally buy a double room freezer, half refrigerated, half frozen.
4, cup
Sell plastic products, plastic bags and other stores sell, sell sealing machine stores will also come with the sale, usually 2000 a box, not sold alone. Cups of the price difference is not great, but the quality is quite different, and the cup is very important, must run a few more, careful shopping. Selection should first look at the thickness of the material, too soft not, hard to take will pinch out the milk tea, not hard and can not hold. It is best to take a cup of water at home to feel, and then buy the time to feel in the hand to see if the thickness is enough. And the most important point is: the rim of the cup is strong. Cup rim should be thick enough, strong enough, the key is to use the material to be uniform, so that when full of milk tea, with a hand to carry the rim of the cup, so as not to spill. Cups too thin, cup rim too soft cups, will greatly damage the mood of the customer, and in doubt the quality of the cup at the same time, will certainly doubt the quality of milk tea.
And for the cups used for consumption in the store, you can try to run a few stores, to choose strange and novel cups, amazing works, and, there can be a variety of styles, the amount of each style do not buy too much, in order to make people have a curious mind.
5, straw
Sell plastic products, plastic bags, cups and other stores sell. A large package of total ***5000, each large package and 100 small packages, you can buy a few small packages, but it will be a little more expensive. When choosing, you should pay attention to the thickness of the material, not too soft, if you buy too thick sealing film and too soft straws, then your customers will be ugly. When you choose to take the tip of the straw to their fingers to try, if the hand has not felt much pain, the tip of the straw has been bent, that is too soft. The shape of the straw should be distinctive, you can use other people do not often use, dare not use the type.
6, blender
Sibelle brand is better. Whether it is the material or running time, etc., are a little better than Jiuyang and other messy brand, the price is not expensive, this is the best to the big mall to buy, after-sales service is better.
7, water dispenser
In order to save costs, we can buy desktop. As the main component of the water dispenser is a heater, so we do not need to buy any brand-name, as long as the attention of the inner liner is stainless steel, once the water is not too little on the line. Winter time need more hot water, you can do a hand to make a separate device to solve.
8, containers
Sugar, milk tea powder, cream, pearls, etc., need the right container to hold, these things can be purchased according to their own preferences, but it should be noted that these containers have to have a lid, one so that the more hygienic, and secondly, hot days, rainy days, raw materials are prone to clumping or melting, do not use in a timely manner on the cover will be some good, such as the fresh box, spice boxes, and so on are good choices. are good choices.
Sixth, human resources planning
Social development today, people have become the most valuable resource, which is determined by the initiative and creativity of people, enterprises to manage this resource, but also to follow the scientific principles and methods.
By the different advantages and strengths of each person, we have the following personnel arrangements for the store: Duan Tian Sen, store manager, and is responsible for the procurement of raw materials, to ensure that the quality of raw materials purchases, and control the inventory, and to ensure the normal operation of the store and do not accumulate too much money. Wu To, very thoughtful, flexible, responsible for new types of milk tea to try and research and development work, to ensure that there is a weekly launch of new products. Xie Wei, prudent, careful, responsible for financial work, statistics income and control expenditure. Ma Yuan, hardworking, handy, bold and careful, is responsible for the operation management of the products, i.e. the preparation of milk tea, ensuring the speed of the operation, as well as serving the customers.
After the one-year period, when the store business is thriving or when the store is expanding, some experienced talents will be recruited, pay attention to one point, prefer to be stupid, not too shrewd, because too shrewd is prone to backbones, recruiting for the sake of the future will not happen too many property disputes, to try to avoid recruiting relatives and friends.
Seven, market analysis and forecasts, competitor analysis and the characteristics of the store
Demand at this stage in the larger stage, in the future there is a trend of growth. At this stage, most of the competitors do not have characteristics, and a few companies with characteristics and no promotion. Therefore, the enterprise to enter the market to occupy a certain market position should strive to create features to attract people in a unique way. In the business process to pay attention to peer products, services, etc., if there is a good gain, to learn from the timely.
Eight, marketing strategy
1, advertising
Corporate awareness, we will let customers know through the flyer "Tea Story", in front of the store we will have posters, etc., to inform the recent launch of new products and recent promotional activities. The signboards of the store use conspicuous, eye-catching colors and models. At a later stage, after accumulating a certain amount of money, we can also invest in advertising in newspapers, radio, television, and the Internet. In addition, all staff members wear the store's work clothes.
2, promotional programs
A. for members, 25 yuan / person, a one-time consumption of 20 yuan is free for members to use the membership card can be discounted 10%, and members in the birthday will receive the store to send blessings and gifts.
B. The use of strange and novel cups and straw tools, so that people have a refreshing feeling.
C. The use of couples cups and straws, couples come, you can recommend couples package, and send couples gifts.
D. In various festivals, the launch of holiday special products and activities, in order to attract customers.
E. In a one-time consumption of 15 yuan to send a small gift. Sometimes you can send the store special customized T-shirt with the name of the store, not only to cheer up the customers, but also to increase the popularity of the store.
3, price
In the first two days of each launch of new products will have a special price, the rest of the average market price to sell, in the later stages of their own brand when the appropriate price.
4, team management
The personnel to do their jobs, in the important affairs of the store manager to convene personnel to discuss and make decisions.
5, service
Store personnel uniformly good service work, maintain a good mood, to customers carefully polite, can not be angry with customers.
Nine, financial needs and use
1, the principle
To use every penny on the knife edge, give full play to the value of every penny.
2, the initial investment
This period, the funds are mainly used for the purchase of equipment, product raw materials procurement, store rent, pre-publicity and other aspects. It is expected to need about RMB 30,000 yuan.
A, sealing machine 400 yuan, 450 yuan freezer, blender 250 yuan, 250 yuan water dispenser, sealing film, cups, straws, all kinds of containers 400 yuan
B, decoration: including signboards, door walls, etc. 1,000 yuan
C, business equipment: including membership card costs, gift costs, telephone, air conditioning and other equipment such as cash registers ** ** counted 10,000 yuan. * counting 10,000 yuan
D, opening costs: including registration, opening marketing, staff training, etc. *** 15,000 yuan
E, the monthly operating and management costs: about 3920 yuan (1) rent: 2500 yuan (2) utilities: 120 yuan (3) telephone and Internet access fees: 300 yuan (4) the purchase of goods: including the use of transportation equipment, counting 1,000 yuan.
The owner will produce a cash flow statement and a profit and loss account of funds on a monthly basis for the first year of opening the store, and on a quarterly basis for the second and third years.
3, the second phase of investment
This phase of our "Tea Story" to have a certain degree of visibility, and in the customer has a certain reputation in the market share and will have a good future. Our store will have a great expansion, the quality of service will be further improved. The source of funds is mainly the accumulation of the company's previous earnings and the introduction of foreign capital, such as bank credit.
X. Risk and Risk Management
In order to prevent human damage and theft, the milk tea store store 24 hours as far as possible. Two people are scheduled to be on duty every night from 7:30 p.m. to 7:30 a.m. After 7:30 a.m., other owners will take over the care of the shop until normal business hours (10:00 a.m.). The store will insure inputs as the store expands in the future or as turnover increases.
Eleven, medium- and long-term planning
If the actual situation is not as expected now so ideal planning, I store will adjust the marketing strategy in a timely manner, within two years is still losing money on the disposal of all equipment and facilities after the closure of the business. One year later, if the expected plan is profitable, the plan is to expand the business area in the next one to two years, put a few sets of sofas to establish a more comfortable form of entertainment, and at the same time in the store with the music, if the conditions allow, you can join the guitar playing and singing with the mode of song, to provide customers with a more comfortable environment. After three years, if the milk tea store turnover is still stable, consider building another chain of stores in other markets.