since 1981s, under the background of the rapid development of information technology, entrepreneurial activities have become active on a global scale. The following is what I have compiled for you, for your reference, welcome to read!

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Contents

I. Executive summary

II. Project introduction

III. Market analysis

IV. Overall schedule and development strategy

V. Marketing strategy analysis

VI. Enterprise financial revenue and expenditure forecast

VII. Risk response

VIII. Vision. The demand for life is also on the rise. The western food/baking industry in China's major cities has also developed and occupied a place, with unprecedented market development space. This thousands of years of western food culture has landed in the China market with lightning speed.

We must first open a shop that can make cakes in different ways, which can be called DIY cake shop. Of course, there are many different ideas. What is attractive is that our cake shop is to let customers tell their hearts about the cakes.

I think this practice is rare in cake shops at present, which is our highlight. Of course, we also have a goal, that is, we can treat cakes as works of art, collect them, and use fondant as materials. This kind of cake is available at present. In order to leave a good memory for people, I think many cake shops want to make cakes with this concept.

And we will try our best to finish it for those people. Of course, we have a hard-working and powerful team. From planning to publicity to selling. They actually do it, do questionnaires from customers, and then try to do it according to their requirements. Therefore, we urge people in the industry to take a long-term view and jump out of the fierce price war and the same-door killing; Come out from the homogenization of products and marketing, look to the future, start from the present, and start the real standardized development action-to create a strong brand enterprise that truly belongs to itself and has unique characteristics.

1. The company's mission is: "Delicious and healthy, providing you with new vitality every day.

2. The development theme of the company is quality, service, health, speed and fully promoting modern management.

3. The company adheres to the tenet of "scientific management, variety innovation, famous brand quality and customer satisfaction".

basic marketing target

The sales target in the first year is expected to reach 2 million yuan. The basic financial target is that we are confident that we can break even in the second quarter of the following year, including investment in advertising and public relations.

II. Project Introduction

The cake shop we founded, its main product is fondant cakes, and fondant cakes * * * originated from British art cakes, and now it is a favorite cake decoration technique of Americans

! With excellent ductility, fondant * * * * can create all kinds of shapes and perfectly display fine features. The artistry of the shapes is incomparable, which fully embodies the perfect combination of personality and art, so it has become the mainstream of cake decoration today! With its luxury, exquisiteness and unique fashion elements, fondant cakes are not only used in wedding banquets, but also widely used in anniversaries, birthdays, celebrations, and even gifts between friends!

fondant cake can make things such as flowers, animals, cartoons and other things more stereoscopic on the cake. Even more successful, we can imitate the real thing, make a cake tarot card, a series of cake dolls, cake flower baskets and so on, which can give people a unique visual feeling that shines at the moment.

Our store adopts a novel marketing method. First of all, the decoration of our store: We think the decoration design of pastoral style is the most suitable. The fresh and green pastoral dress has a charm of taking quiet in the noisy city, which is not only suitable for the whole cake, but also in line with the current fashion concept. Swing seats made of vines and flowers are set in the store for customers to rest and enjoy cakes, and light music is played to make customers relax.

when customers spend a certain amount of money, we can attract customers by giving away vouchers and other means, and at the same time, we can set up VIP cards. With the VIP cards in our store, we can enjoy discounts and monthly gift giving activities.

In making cakes, customers can describe their ideas to us, and make a unique cake that belongs to you through composition discussion and other programs. For example, we can make customers' photos on cakes.

in terms of service, we also strive for perfection, smiling at customers, and providing perfect and thoughtful service.

I think the new cake concept, our understanding of current popular elements, our understanding of most young people in the post-91s society, and our fearless enthusiasm for rushing forward are all our advantages, which will enable us to better seize the opportunity to rush forward.

At the same time, the making of fondant cakes is a new popular technology in the United States. The domestic market is blank and the market is huge. Has it been opened? cake mania is very popular? This is the biggest advantage of our competitive market. The operation, management and training of imported food have a good foundation for many years. The most suitable investment for us is less investment, short cycle, no pressure on funds, and immediate results, which can make us better working capital and more conducive to our entrepreneurship.

III. Market analysis

1. Marketing environment

1.1. Market situation of cake baking industry

China's baking industry is developing rapidly. According to the statistics of the industry, the sales volume of the baking industry nationwide in 2119 reached 171 billion, with an overall growth rate of 41%, with rapid development and high efficiency. In recent years, the demand for cakes and cakes is also increasing steadily, and the market prospect of the whole baking industry is clear, which was once optimistic for investors.

1.2. Industry environment

The growth rate of baking industry in China is as high as 14%, and some small enterprises among them have been eliminated, with the elimination rate of 11%-21%.

1.3. Market composition

There are four categories in the baking market: cakes, cakes, bread and its affiliated dairy products. Among them, bread is the largest product, followed by cakes and cakes. Because dairy products are accessories of baking products, their share in baking industry is relatively small, and this product is common in all kinds of food stores.

Bread and cakes can be used as staple food, and the market share is also large; Cake is mainly a product needed for festivals, and it will have a smaller share than bread.

2. Analysis of competitive environment

There are quite a few large western-style bakeries in Ningbo, besides those mentioned by Angle kiss, there are also some relatively large western-style bakeries, such as Yuanzu, Lvzi, Breadtalk, Xinmeixin and 85℃, which will compete with Angle kiss among industries, but because there are few overlapping areas, then we will focus on the distribution of various bakeries in Ningbo. Next, we analyze three competitors, namely Breadtalk, Xinmeixin and Yuanzu

Breadtalk. Breadtalk has many similarities with Angle kiss, and many products cover each other. Compared with Madley, Breadtalk entered Zhuhai earlier, and its brand awareness is higher, and it has cultivated a group of loyal customers. At the same time, Breadtalk also has some products that Angle kiss doesn't have, such as potato, Macao specialty, etc. Especially Breadtalk's signature product, Milk Fragrant Tablets, is deeply rooted in people's hearts in Beijing Normal University and even Ningbo. However, Breadtalk also has some disadvantages, such as the slow upgrading of products, many products were available from the beginning, and the basic taste has not changed much now, and the price is cheaper than that of Angle kiss, which may make more customers choose Breadtalk with similar taste. Thirdly, the geographical location of Breadtalk is not as good as that of Angle kiss, which is more inconvenient for some students and office workers who want to buy breakfast. Many people go to Caidiexuan to buy bread more for grain reserves.

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1. General situation of the enterprise

1. Main business scope

Western-style cakes, handmade biscuits, Chinese and western cakes, cold drinks, etc. are the main products, integrating production, sales, distribution and service. And specially opened up a leisure area, set up a lot of unique seats, to provide customers with beautiful music and fashion books. Customers can buy some snacks and sit in the cake shop to taste them slowly, which further strengthens the leisure function of the cake shop. Follow the principle of small profits but quick turnover in price positioning, and win profit returns with "elegant environment and excellent service".

2. Business tenet

Sweet, healthy and fashionable. Provide an elegant, warm, comfortable and safe place for friends to meet, chat, eat, relax and entertain.

3. Mode of operation

In-store shopping: customers pay the bill at the counter after purchasing the goods themselves.

In-store tasting: The customer orders at the counter, and the waiter delivers the cakes and drinks to the place where the customer sits, and pays the bill after eating.

door-to-door: negotiate with nearby office buildings and sign a long-term delivery service with them. Generally tea time.

II. Corporate image

1. Products

Pastry: mainly engaged in western-style cakes, handmade biscuits, Chinese and western desserts, bread and other * * * drinks: mainly engaged in coffee, tea, cola in cups, milk, various freshly squeezed juices, milk tea and so on; Non-staple food: special popcorn, melon seeds, peanuts, peas, etc. Free category: magazines, newspapers and halls provide beautiful music.

2. site selection analysis

this store should be located near the community and the office building. Because of the fixed consumption group, the consumption is relatively stable, and the flow of people during commuting time is large, so our shop is located near Yizhou Building, Zhongshan Road, Shangrao City.

3. Store layout

The store hall should be clean and bright with bright windows. Infiltrate a sweet, healthy and fashionable corporate culture. According to different dessert varieties, use all kinds of special dishes. The dishes are elegant and refined, which makes customers feel comfortable when they look at the tableware. Unlike most cake shops, our shop doesn't display the operation room in the window, but adds a set of tables and chairs with petty bourgeoisie in front of the floor-to-ceiling window of the shop, which makes people look more like a delicate coffee shop from a distance. In order to show the brightness and exquisiteness in the storefront, a lot of efforts were made in the purchase of lamps during the decoration, and some foreign ornaments were hung on the walls of the store. The operation room is located at the innermost end of the shop, and a lot of lights are also used to make the operation room look refreshing, clean and bright.

3. Market evaluation

1. Description of target customers

Since the cakes produced by our store include both ordinary cakes and exquisite cakes, the target customers are all kinds of people who like cakes and desserts, including fashionable men and women and people who buy them for their families.

2. Market introduction

Although there are some supermarkets, grocery stores and vegetable markets around, there are few cakes and bread sales. If you don't just make cakes, but add some freshly baked bread, it may attract office workers to buy bread for breakfast, which will expand the influence of your store. And the residents of the community are fixed consumer groups.

3. The main advantages of competitors

They have been in business for many years and have a large market share; There are many residential areas nearby, and the consumer groups are stable; Excellent taste.

4. The main disadvantages of the competitors

The products are single and remote, which can't attract new customers. In-store tasting and delivery services are not provided.

5. The main advantages of this enterprise compared with its competitors

The store is fashionable and rich in products, which is easy to attract fashionable youth; There are tables and chairs and beautiful music in the shop, which provides customers with a perfect dining environment. It has a fresh mode of operation-distribution service, which provides convenience for nearby office buildings.

6. The main disadvantages of this enterprise compared with competitors

The newly opened business has not stabilized the customer base, and it will take some time for nearby residents to accept it; Store rent is more expensive.

4. Promotion decision

1. Festive activities

In the New Year, Dragon Boat Festival, Mid-Autumn Festival, Christmas and Valentine's Day in the west, outdoor theme activities are organized outside the store to enhance consumers' impression of our products. Participants will be rewarded by distributing loose-leaf advertisements for express delivery, answering product knowledge questions and organizing small-scale performances. Prizes include small gifts, coupons and tasting coupons for the latest products.

2. Promotion means

Two wishing trees are set in the store, and you can get a wishing card when you spend. You can hang a written wish card on the wishing tree. On the first Sunday of each month, the clerk will collect the wish cards, and pick out the wishes that cost less than 311 yuan in the realization process by lottery to help customers realize them.

There are always various small gifts in the store, such as cartoon balloons and cards. Customers who spend all of 61 yuan at one time will be given a cartoon card, and a 6-inch ice cream cake will be given when a set of three cards is filled. Win a stable customer base with superior quality and flexible promotion methods.

3. Membership system

Any customer who has spent all of 81 yuan in our store at one time can apply for a membership card, and the cardholder can enjoy a 28% discount on any goods in the store except new products and special prices permanently.

4. Media advertising

TV advertisements or print media are considered as the most feasible publicity channels. The survey proves that high-quality desserts can establish a good brand image through exquisite TV advertisements or print media. In addition, when I come home from work, I will issue leaflets, set up publicity and receive consultation.

5. Personnel and management

1. Personnel

Every employee in this store must be professional, and everyone including cashier, shop cleaner and production staff must undergo strict training to ensure the standard operation during normal work. The management personnel shall have 1 personnel management personnel and 1 enterprise management personnel, with bachelor degree or above, excellent professional quality and good practical operation ability; There are 2 cake processing and production personnel, requiring college degree or above, excellent professional quality and good practical operation ability; There are a number of cashier and shop cleaning staff, and they will take up their posts after strict training. All employees must apply for health certificates

2. Management ideas

The premise of good scientific management is to determine and implement correct and advanced management ideas. We will adopt the management idea of putting people first and attaching importance to teamwork spirit. Attach importance to personal development, respect personal value, and coordinate and cooperate with each other in various functional departments to achieve the overall development of the restaurant and realize 1+1> The effect of 2.

3. Management concept

***1*** Respecting the independent personality of catering personnel

***2*** Managing the next level: the superior plans and manages the subordinates, and the subordinates should obey the work instructions of the superiors and try their best to complete the tasks assigned by them.

* * * 3 * * Mutual supervision: the management supervises the work of employees.