College student florist business plan
In the market demand favorable situation, should be considered is the location of the store in the next few years whether the demolition may be hard to maintain the customer can not be lost due to the demolition; in addition to the geographic location of whether there are competitors. I chose the location of the place in the vertical two kilometers on the two same size of the florist, through our active promotion and quality service, in this street our market share to reach more than 40%.
The main advantages of competitors:
1, the store is located near the station, the flow of population.
2, sometimes the price of goods is lower than ours.
3, the store opened earlier than us, there have been some fixed consumers.
The main disadvantages of competitors:
1, the store entrance is not convenient to park a motor vehicle, the purchasing power of the limitations
2, the display of goods is not neat enough to facilitate the customer's intuitive purchase of goods.
3, the writing of the banner is not standardized.
According to the above analysis of the advantages and disadvantages, we turn the competitors' disadvantages into advantages of the enterprise, while adding a series of preferential packaging services, the region can be delivered to the door and other related services, while the store is full of information about the culture of the flower and information, so that customers have more choices. We write banners and standardized and beautiful often praised by customers.
The shape of the bouquet is also unique. Through the integration of various resources on the old things old products for the new transformation, new enhancements and new features to improve and develop, and further enhance the professional content of the product and added value. Such as in the product molding process, we let customers join the design process, personally experience the fun of design and creation, under the guidance of professionals to independently complete the production of flower baskets, to experience the fun of diy.
Fourth, the marketing plan
1, the product
Products or services
The main features
double-double baskets
mass consumption of commonly used varieties, freshness, color complete
hand bouquet
the flower
highlighting the exquisite, the delicate, and the color of the flowers. p>
Outstandingly delicate and showy
Table flowers
Generous and well-laid out
Small gifts
Fresh and fashionable
2. Location
Address
Area (square meters)
Rent or construction cost
No. 50 Kunwei Road, Hebei District
13 square meters
1200 yuan
(2) the main reason for choosing the address:
The store was chosen in the distance from the school near a large residential area, which fully reflects the amount of sufficient customer base. In addition, the store on the street both advertising effect, more convenient to drive the customer base. In the sales method, facing the end consumer, so that the capital turnover is fast, reducing credit. Make full use of information resources and networks to capture business opportunities and maximize the creation of business value.
3. Promotion
Personnel marketing
Marketing in the community
Cost Forecast
6 yuan
Advertising
Newspaper
Cost Forecast
6 yuan
College student florist business plan Part 3< strong> A. strong> I. Project Background
Thousands of flowers tell a thousand words, each of which tells a good story, especially now. As people's living standards continue to progress, the quality of life continues to improve and the pursuit of life. Flowers have been an indispensable part of people's lives! Flower consumption in recent years is more and more prosperous trend, in addition to the flowers themselves have a beautiful posture, so that people's eyes, beautify the home and other effects, it can also develop people's imagination, so that people communicate with each other in a more subtle, more taste.
So we founded the online campus florist to flower delivery as a market entry point, taking into account the long-term market share of the site and short-term return on capital to seize the market to meet the theme of personalized consumption, flowers as a pilot to drive other products, and ultimately can form a brand advantage of the University of Geosciences, the Green Bird Florist brand of the market. It is very feasible.
Second, the company's project curation
1, to provide a distinct, the company's mission
Effective, unimpeded sales channels, to provide products and services as a fundamental, to promote the great development of the flower market. Our green bird will become a lovely messenger to send wishes and happiness to thousands of households.
2, the company's goals
Base on the ground, service Wuhan, radiation in central China. Create a first-class online florist company.
The company will spend a year to establish a certain degree of popularity among consumers in Wuhan, and strive to achieve break-even. In the input period only choose the website terminus location quality university west campus as a pilot market, the district market capacity of more than 3,000 people, more representative, the pilot time for a month and a half. When the model is successful, it will be promoted in the form of ASP in the substation. After 3 to 6 months of operation and then expand to the rest of the market
Third, the business environment and customer analysis
1, industry analysis
Geological University of the green bird flower store website is launched by college students ` for the 6.5 million college students in the vertical Web site, so that the target consumers are positioned as college students. In addition to the main station of Wuhan University of Geology, the website has sub-stations in various colleges and universities in Hubei, therefore, the tentative target consumer group to focus on college students in various colleges and universities in Hubei, and gradually expand the market in the future, China University of Geosciences, for example, all kinds of students nearly 20,000 people, it is invested in the 8 school **** there are nearly 200,000 target consumers, and the latest statistics show that the country's college students have 6.5 million, so that the size of the market is quite large. Is quite large, and taking into account the future of the school students after graduation will still become loyal customers of the site this reality, the capacity of the target market will be considerable.
2, the results of the survey analysis
The company's focus on college students in Wuhan for customer analysis, mainly by questionnaire (questionnaire see Appendix I) and individual interviews. This time we *** issued 50 questionnaires, 37 returned. Due to time constraints, the number of questionnaires is not large, but still to a certain extent reflects the majority of consumer friends of the consumer psychology and demand
(1) there is obvious curiosity, there is a convergence of innovation, listening to classmates or friends to introduce the purchase behavior
(2) purchasing behavior is basically emotional, but due to the impact of their own economic income and their purchasing behavior is with the color of rationality, general Choose a lower price but more romantic varieties
(3) college students do not have a fixed mode of purchase, the purchase behavior is often arbitrary
(4) the ability to accept and absorb new things, the pursuit of fashion, advocate individuality
(5) the factors affecting the purchase of products in the following order: price, varieties, packaging, service
(6) the purchase of festivals is very strong, generally focusing on Teacher's Day, Valentine's Day and the first day of the year. Generally concentrated in the Teacher's Day, Valentine's Day, Christmas and friends before and after their birthdays
3, the target customer analysis
College students in the school to buy generally do not ask the price, but from the online order to focus on the mid-range price. In the number of orders tend to be able to express the heart, such as most of the order 1 (you are my only), 3 (I love you), 19 (love on the road for a long time), 21 (favorite) and so on, in the Teacher's Day is often to the number of classes as a unit to order flowers. Branding strategy
Initially, we attached great importance to the brand when the website was built. In the brand packaging, by the art staff based on detailed market research and bold predictions, to take a combination of dynamic and static pages of the design program, from the visual image and text fonts have been carefully planned, and strive to have a unique and innovative
2.2 Price Strategy
xxx online florist in the raw materials, packaging, and services to strive for perfection, and strive to give the customer the maximum enjoyment and psychological satisfaction. and psychological satisfaction. Both take the price route, but also take the quality route, to meet the needs of consumers at different levels
2.3 promotional strategies
(1) publicity strategy
The use of school radio stations, newspaper columns, bulletin boards, free publicity in addition to the use of the website itself to take advantage of the flow of information to publicize and highlight the image of the major newspapers, local radio and television stations to establish a good relationship, and to take a win-win mutual benefit strategy model
The use of the website itself to promote and highlight the image of the major newspapers, local radio and television stations to establish good relationships, take the mutual benefit and win-win Strategic model
(2) service
Online florist service must be first-class, for the distribution team, as long as there is an order, it must be in accordance with the requirements of the order to be delivered on time and on the spot, and is a smile service. In terms of after-sales service, the customer service department is responsible for taking the following ways
① make a thank you phone call or send E-MAIL for friendly reminder service, and send e-cards to customers on major holidays
② unconditional acceptance of customer returns, and centralized acceptance of customer complaints
③ the establishment of the consumer questionnaire, with a gift to master the First-hand information on consumer demand
④ First order customers will receive a vase with the flowers and enjoy price concessions, become a member to enjoy the member price
⑤ From time to time, online or offline member salon, exchange of information, communication, and to answer the customer's most interested in the issue
⑥ Establishment of a customer database archives, the customer repeated orders Just type in the name, and other information about the customer will be automatically transferred into the system
2.4 Channel Construction
For the time being, online florists mainly establish business relationships with first-tier wholesalers. When choosing a wholesaler, generally examine its business performance, reputation, cooperative attitude, whether the supply is timely, etc., the wholesaler is required to have a few marketing outlets located in different areas of the same city, so as to facilitate the distribution of members of the University of the local flowers. Usually sign a cooperation agreement with the wholesaler to reach a consensus on price and product quality and other issues
3, online florist strategy implementation
1, the market scope of the choice in the input period only choose the site where the terminus of the China University of Geosciences West Campus as a pilot market, the market capacity of the district in the more than 3,000 people, more representative of the pilot period of one and a half months. After the success of this model, it will be popularized in the form of ASP in the substation. First in the other 7 stations have been built trial operation, after 3 to 6 months of operation and then expand to the rest of the market
2, focus on publicity customers, publicity object to school students, they are interested in the popularity of the trend is often easy to lead the trend, and for the logic of the engineering students, we use the first audience to disseminate the publicity effect
3, on-site promotions Choose September 8 and September 9 every year for two days as the focus of publicity, before that, the flyers will be distributed to the student dormitory.
The publicity content includes
(1) Hanging a unified color banner, located on the main road of the campus, the number of 3-5, with the title of the Green Bird Flower Shop Web site and the grand launch of the campus florist with hanging
(2) in the campus of the location of the high traffic, such as dormitory entrance and the cafeteria near the set up of a publicity platform, placed 3-5 microcomputers, with Internet access, can be used to promote the use of the Internet. -5 microcomputers, you can check the Internet and order; placed a publicity board detailing the contents of the florist, and placed physical flowers, in the day of publicity will be delivered gifts on the spot
(3) please school radio station broadcast the Qingbird florist publicity department of publicity materials, in the morning, in the evening, once, for a number of consecutive days
(4) in order to create an atmosphere, arrange for two Miss wearing a ribbon with the web site of the blue bird flower store, interpretation, and organization of a lottery, the winner can order flowers on the spot less than 20 yuan, paid for by the site
(5) in the day of publicity, please with the school related media to the scene, such as the Wuhan Evening News, the local television stations, etc.
V. Marketing Effect Prediction and Analysis <
1, turnover income
According to the survey and analysis, we can predict that in the major holidays, daily sales of more than 1,000 yuan
2, payment
According to the material online online payment will reach 20%, we are actively contacting with the China Merchants Bank and other financial institutions to establish a business relationship, and to promote the online payment
3, ordering methods
E-MAIL order, directly into the green bird florist website campus florist order, telephone order. In addition, we focus on the launch of the students like SMS ordering
4, customer characteristics
youth, 100% of young people, mainly male students; they have a high reputation, high cultural quality, no bad debt phenomenon
5, consumption characteristics
60 yuan of flowers are most popular
6, information infrastructure
The company's Web site is mainly in the form of virtual host, so the company does not need to have information hardware facilities for the time being. For the development of information software and the construction of the site, the company will be through internal members of the computer better students and recruitment of members with this expertise to **** with the completion of the B2C site, although in theory it can be realized in the zero inventory, but the reality is to achieve this point is very difficult.
Six, operating cost estimates
1, the principle
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 the overall network services (web hosting), product procurement, system development and maintenance, pre-publicity, logistics and distribution, etc.
The main purpose of the project is to provide a platform for the development of the network. It is expected to require about RMB 20,000 yuan. From the establishment of the site to the site's normal operation up to about a month's time
3, the second phase of investment
This phase of our services will be radiated from the major universities and Wuhan city. The content of the service 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 earnings in the early stages and the introduction of foreign funds, such as bank credit
VII, the system development plan
1, the system development plan
According to the lack of funds in the early stages of the company's founding and the actual situation of our development team, we have decided to select the way of the web hosting to establish Our company's website. Of course, with the expansion of the business, funds, we will consider the establishment of the company's own Web site. After the system takes shape, the company will gradually carry out real-time testing according to the predetermined system functional requirements. The completion of the system is undoubtedly a test, perfect, and then test, and then perfect the process, until the system functions to meet the company's expected requirements
2, the system logic program
The system logic program is the realization of the e-commerce business objectives, strategies and ways of the overall framework. The following combined with the actual situation of the company to make a graphic illustration of the six modules: the system business activity flow, the overall logical structure of the system, the system data distribution, information processing module and security control module
VIII. The company has made a general plan from the realization of the goal, the operation mechanism, project strategy and so on. In addition, in the system development plan, the company also combined with the actual situation in our country, referred to a large number of literature on website services, but also combined with the knowledge of e-commerce learned in the classroom, to make the company's website operation process and design process, as well as suitable for our company's system logic program.
Most importantly, for the current flower market for college students to meet the special requirements of friends, we designed a series of service products, such as SMS ordering flowers, accompanied by blessing cards, phone calls and so on and set a reasonable price. At the same time, we also set up a forum, not only to meet the majority of young students and other practical needs, but also to meet the social needs of consumers of different age levels.
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