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Entrepreneurship plan 4000 words article 1I. Outline of the business
1. Company name: **** Tea Restaurant
2. Organizational form: individual business
3. Place of business: within the Nantong University
4. The main products: Hong Kong-style tea drinks, pastries, stews, ice cream
5. Mode of business: breakfast, Morning and afternoon tea, afternoon tea
6. Service tenet: delicious, fashionable, high quality, healthy, customer satisfaction
8. Business philosophy: modern Hong Kong drinks and Hong Kong food of the urban fashion style, fresh and fast, fashionable and delicious, civilian.
9. Business strategy goal: the development of very modern urban characteristics, reflecting the beautiful environment of Hong Kong-style style, to create a civilian health food and beverage brand.
Second, the market analysis
1. The basic characteristics of the industry
1) food diversification: tea restaurants provide Chinese and Western-style food, but also a lot of Hong Kong's unique diet. There are often dozens of food items in the menu of a small restaurant, with a wide range of choices, so customers can mix and match as they wish to choose the right food.
2) Efficiency: Customers go to the cashier to pay by themselves after patronizing the restaurant, and there is no need to wait, from ordering to checking out are all about speed.
3) Food is affordable: Traditional restaurants usually sell food at a higher price. A meal in a teahouse can cost as little as $10 or more, and regular and fast food in a teahouse can include drinks, or free water or hot tea.
2. Feasibility Analysis
1) There are not many Hong Kong style cafes in Nantong, and the price is high. Affordable and high quality cafes cater to college students' pursuit of quality and low consumption.
2) Although the school has a cafeteria and a lot of stalls, busy students in the morning to buy breakfast is still crowded, so the fast refreshments will be favored by students.
3)College students are not uniform time, so the time to eat will not be concentrated. The introduction of morning and afternoon tea to meet the needs of college students. Even if some students do not arrive at the meal time, they will want to buy some drinks and snacks.
4) The cafeteria's food varieties, each time you can change the collocation, each time there is a different taste, for the willingness to try fresh stimulation of college students, very attractive.
5) Hong Kong style cafes in the store environment fashion, elegant, comfortable, suitable for college students to chat, dating, enjoy the leisure atmosphere of the petit bourgeoisie, can experience the humanized service and more humane characteristics of the cultural atmosphere.
3. Competition
There are a lot of fast food restaurants on campus, such as Happy Station, Hao Da Xiang Chicken Fillet and Whoo Hao Chicken Fillet. There are also a number of beverage stores, such as Duko, Dancing Tea Ceremony and Seven Cups of Tea. These businesses have developed a strong brand awareness among students. There are also some stalls in the cafeteria and North Street that are very cheap and have a price advantage over us.
4. Future development trends
Although there are now individual chain-style cafes, with a certain number of Hong Kong-style cafes, but according to market research information, prices are generally high. Coupled with the Hong Kong-style cafes special food and services, as well as fashionable, comfortable environment, we should be able to effectively enter the student market. After establishing a good reputation among students, looking for investors, you can open branches in other parts of Nantong.
5. SWOT analysis
Advantages: located in a dense student area, dense foot traffic, unlimited business opportunities, unique environment; new equipment, spacious and bright dining environment, cost-effective food, conducive to sales cuts; economic manpower structure, high-level service model, comfortable environment.
Weaknesses: newly opened, lack of visibility, market awareness and acceptance of a cultivation process;
Opportunities: in colleges and universities, the market capacity; location is unique, the business environment can not be replicated; new stores, new employees after systematic training, morale is self-evident; the surrounding businessmen, but the soft environment is different, strong and weak competitiveness, has been for the diversion of the customer source to bury the brush;
Threats: new equipment, spacious and bright dining environment, cost-effective food, conducive to sales cut; economic manpower structure, advanced service model, comfortable environment. /p>
Threats: the quality of service and product quality and operating costs and have a direct and inevitable link, so the price of the product will not be lower than the competitors, although the overall price is not too high, but in contrast, the students' affordability is still not able to support the consumption of three meals a day in our store. Moreover, the cost and profit is directly linked to the amount of profit is whether the competition in the survival of a major determining factor. Moreover, the different customs and eating habits of different places, another problem arises, whether the majority of customers can be recognized or satisfied with the product, which also needs to be tested.
Third, marketing strategy
1. Market segmentation
Consumer groups; college students
Consumption motivation; leisure
Behavioral characteristics; group or individual consumption
2. products are also new, so we choose to diversify our market strategy.
Accordingly, we take the following measures:
1) Questionnaires can be distributed to analyze the students' suggestions and views related to the cafeteria in order to be more students' needs and requirements for products and services.
2) For the statistical results of the questionnaire, focus on the details of the restaurant to further analyze and improve, such as the style of decoration, price and so on.
3) Train the staff to ensure that they can meet the requirements of customer service.
3. Marketing Mix
The marketing mix strategy of this enterprise is the undifferentiated strategy of the market, including the following:
1) Product strategy
Provide customers with a stylish and elegant environment and high quality of service, ensure the quality of the product at the same time, set a lower price point, the introduction of a wide range of food and beverage items, and randomly match.
2) Promotional strategy
Advertising: distribute flyers in the dormitories and canteens of schools to increase publicity; place weekly new product promotional boards at the entrance of the store; and publicize new product promotions on the counters of the store and on the ordering boards.
Business promotion: launch different promotional activities in different festivals; release group purchase discount information and cash coupons.
3) Sales channel strategy
The main target customer group at the beginning of the business is the university students, and the big in the place of high student traffic to do a good job of publicity, through the store direct sales way of sales.
The business is not only positioned within the University of Nantong, Nantong has an e-commerce platform: family online, you can join, to provide online ordering services, to promote the business to the city district.
4) Price strategy
Setting a low to medium price to attract college students who have the mentality of "good value for money" and have no fixed income. In order to create awareness as soon as possible, you can formulate a short discount period for market promotion in order to quickly occupy the market, create a hot selling field, attract the widespread attention of the target customer base, and take advantage of the ? Herd mentality? The consumer psychology, and gradually introduce innovative service selling points, to maintain market heat. After the customer source is stabilized, then the necessary screening.
Fourth, the financial strategy (financial report)
1. capital budget
1) business equipment and facilities: 88,000
computers, counters, sanitary supplies, lobby equipment and outdoor supplies
2) kitchen equipment and supplies: 85,000
stoves, heating and insulation equipment, refrigeration equipment, exhaust equipment, hot pot equipment, cooking pots and pans. equipment, hot pot equipment, cooking pots, steamers, frying pans, spoons, knives, kitchen stainless steel utensils, food storage containers, bakery equipment, kitchen miscellaneous parts
3) Catering equipment and supplies: 52,200
Drinking fountains, beverage dispensers, ceramic utensils, plastic utensils, juicers, coffee makers, coffee makers, coffee makers, coffee ovens, glassware, catering stainless steel utensils
4) Cleaning and sanitation supplies: 1,800
Mops, brooms, brushes, cleaning tools, cleaning tools, detergents
5) Laundry equipment and supplies: 10,800
Dishwashers, sterilizers, washing baskets, detergents
6) Dining chairs, dining tables, cabinets, and shelves: 84,200
Based on the needs of the environment to create the configuration or customization of the relevant furniture. or customized furniture, but pay attention to furniture pollution
6) Other equipment and supplies: 40,000
7) Decoration: 100,000
8) Rental: 15,000 based on the monthly rental cost
9) Material stock: 20,000 based on 3-day stocking cycle
Total 497,000
10)Staff salary and number budget
2 pastry chefs 1 4,000 yuan = 8,000 yuan
2 baristas 1 3,500 yuan = 7,000 yuan
3 waitresses 1 2,500 yuan = 5,000 yuan
The amount of budgeted salary for one month = 20,000 yuan
11) Advertising and promotional activities: 30,000
Total working capital needs: 547,000 yuan
2, fund-raising
The actual situation of this business is a self-employed business enterprise with 500,000 yuan of existing capital. Because it is a newly established company, the short term is not too much fluctuation, and Hong Kong style cafes are catering to the times of the trend. Catering to the tastes of today's college students, convenient and cheap, affordable and unpretentious, and other competitors have a clear difference, to meet a large part of the college students. Therefore, according to the integration of our company's service purpose, our café is easy to survive in the market, it is easy to hit the café's signboard, to attract customers to come to visit. Such a situation down, I think our cafeteria is very likely to open branches, and even around the country and even the world to open branches, so I think the financing can take two ways:
The first way is to increase the partners to further invest in capital to expand the scale of operations, the end of the year according to the number of profits to share profits. This can effectively raise funds in the short term to expand domestic demand. The use of greater capital power to expand the scale of the enterprise and economic strength, thereby broadening the scope of business at the same time sufficient funds, you can introduce advanced technology, update equipment, improve the quality of the enterprise, enhance the economic strength of the enterprise and the ability to compete. However, the disadvantage is that it is easy to disperse the control of the enterprise, the company internal disagreement.
The second way is to finance by bank loans or mortgages. Can solve the temporary crisis, the use of sufficient funds to adjust the company's everything, according to different situations cause to the right medicine. So my company decided to take the second way: to the bank loan 80,000 borrowing 3 years as long-term borrowing costs. According to the cost calculation: the general formula for long-term borrowing costs: K1 = R1 (1-T)/1-F, get the cost of borrowing funds = annual interest on borrowing * (1-income tax rate) / (the amount of money borrowed - borrowing costs)
For a period of three years of long-term borrowing of interest rate of 6.40% per annum, once a year to pay the cash, due to a repayment of capital. The corporate income tax is 25%. Then the enterprise's financing cost rate formula: financing cost rate of 0.5% so the long-term borrowing cost of capital K1 = 6.40% * (1-25%) / 1-0.5% = 4.82%
3. capital budget
1) the enterprise's annual income level estimate
The cafeteria operates for 12 hours a day, the average daily reception of 80 guests, the average per person spending 30 yuan, the daily turnover of 2400 yuan, a year according to 360 days of business days, the total operating income of 864,000 yuan.
2) According to the working capital of the annual operating costs
The first year of total costs = 651632.5 yuan
The first year of operating costs = total costs - depreciation - amortization = 628,000 yuan
The second year of total costs = 649,632.5 yuan annual operating costs = 626,000 yuan
Total cost of the third year = 654752.5 yuan Annual operating cost = 631,120 yuan
3) Annual net cash flow of the enterprise
Schedule: (New enterprises or business units engaged in the catering industry are exempted from enterprise income tax for one year with the approval of the tax department)
Serial No.
Year Item
Period of analysis for calculation of economic benefits (Year)
1
2
3
1
Revenue from product sales
864000
864000
864000
864000
2
Total cost
651632.5
649632.5
654752.5
3
Operating profit
212367.5
214367.5
209247.5
4
Income tax
0
53591.875<
52311.875
5
Net Income
212367.5
160775.625
156935.625
6
Amortization
10000
10000
10000
7
Depreciation
13632.5
13632.5
13632.5
13632.5
8
Operating cash flow
236000
184408.125
180568.125
4) Necessary rate of return on business investment
Risk-free rate = 5% Risk-free rate = 15%
Necessary rate of return = Risk-free rate + Risk-free rate = 20%
5) Net present value of the investment (NPV) and implicit rate of return (IRR)
NCF0 = - 280000
NCF1=212367.5+10000+13632.5=236000
NCF2=(864000-626000-13632.5-10000)*(1-25%)+13632.5+10000=184408.125
NCF3=(864000-631120-13632.5-10000)*(1-25%)+13632.5+10000=180568.125
NPV=180568.125*PVIF20%,3+184408.125*PVIF20%,2+236000* PVIF20%,1-280000
=149116.18
irr=54%
6) Determine the feasibility of the investment
NPV >0 or irr>4.82% so the investment program is feasible
V. Operational strategy
1. System design
The operation of the cafeteria can draw on the operation of fast food restaurants, Hong Kong-style snacks, pastry, hot and cold drinks, fruit platters in one, with a good environment, fast food, rich varieties, inexpensive as the highlight, in addition to providing a variety of Chinese dishes and local specialties, can be equipped with a variety of tea drinks with prices ranging from 6 to 18 yuan, to meet the needs of all types of consumers. As the main source of income of the cafeteria business lunch, it is best to provide customers with a free drink or a bowl of soup.
2. operation planning and control
Because of the concentrated demand for breakfast time, the demand is large, breakfast time period can be more pastries and coffee. According to the first week of business, the development of the number of production products and business hours on the adjustment; according to the different seasons, more seasonal preparation of popular products, such as winter red beans and summer ice cream.
Sixth, research and development strategies
Regularly rotate pastry chefs and baristas training, so that they can learn advanced production technology and operational skills, to promote their ability to improve. Encourage them to develop new and popular products, and issue bonuses accordingly
According to customer feedback, make adjustments to the taste or flavor of existing products.
VII. Human Resource Strategy
1. Human Resource Planning
1 store manager
2 pastry chefs
2 baristas
3 waitresses
1 cashier
1 cleaning aunty
2. Recruitment and Selection
Put recruitment information on the website or post it on the bulletin board. Recruitment information, or post recruitment notices on the bulletin board. Choose young people who are hard-working, affable and service-minded; after all, it's easy to communicate with college students. Among them, pastry chef and barista must have work will experience, and have the ability to take the lead. Choose a waiter who has done waiter experience in the teahouse to do waiter foreman.
3. Training and incentives
Before the opening of the staff of the corporate culture and team awareness training, you can send them to the relevant school training skills. The development of evaluation and incentives business regulations, the work of the staff to be honored and financial incentives.
Eight, enterprise risk analysis
1, business risk analysis
(1) according to the industry's future market demand and supply situation forecast, analyze the business risk;
The market is constantly changing, the supply and demand of the cafeteria market are also changing, and changes in supply and demand will inevitably result in fluctuations in the price of food and beverage, specifically reflected in the rental expenditure Changes in the quality and competitiveness of the cafeteria catering to strengthen the changes, such changes will lead to the cafeteria investment in the actual return deviated from the expected return. A more serious situation is that when the structural surplus within the market (the supply of this type of teahouse related to a certain area is greater than the demand) reaches a certain level, the teahouse will face a serious situation of competitive pressure, resulting in a serious capital tie-up and increased pressure on loan repayment, which may easily and eventually lead to the bankruptcy of the teahouse, and can not continue to survive.
(2) Combined with the production and operation of the enterprise, put forward reasonable measures to reduce business risks.
First, to establish a sense of crisis, in strengthening the basic management of the article, optimize the management of the project, strengthen the maintenance of equipment, strengthen the technological innovation of the food, and strive to improve the health of the equipment, food quality and availability of hours.
The second is to strengthen the process control, strengthen the target management, the implementation of comprehensive budget management and fuel refinement management, to achieve ? Beforehand prediction, in the matter of control, after the analysis? The company's goal is to provide the best possible service to its customers. Precise, accurate, detailed and strict.
The company's financial management capability has been improved through the effective control of funds, reducing the cost of capital utilization, effectively curbing the momentum of the decline in profits, and striving to reverse the passive situation.
Third, the organization held a quarterly analysis of business conditions, the affiliated enterprises in the first quarter of the operating situation of the cost survey and financial analysis, in view of the existence of problems, the development of effective measures to control the cost of the corresponding.
2, financial risk analysis
The capital structure refers to the composition of all the capital of the enterprise equity capital and debt capital in the proportion of each and its proportional relationship. We choose debt capital financing. Debt capital financing has a number of advantages, including: the speed of financing, usually in a short period of time. The cost of borrowing is low, and the interest is deductible before tax, reducing the actual interest expense borne by the company, which is much lower than the cost of equity financing. Borrowing flexibility, the company can be based on the capital needs of the bank directly agreed with the time, number, amount of loans, but also can change the terms of borrowing. At the same time, it can also play the role of financial leverage, the bank only charges interest, and more interest is owned by the company. We are domestic investment, general domestic investment in fixed assets, in the fixed asset investment decision-making process, the enterprise is likely to lack of thorough and systematic analysis of the feasibility of investment projects and research, coupled with decision-making based on the economic information is not comprehensive, not true and decision-makers decision-making ability and other reasons, so that the investment decision-making errors occur frequently, the investment project can not get the expected return, the investment can not be The investment project can not get the expected return, the investment can not be recovered on schedule, which also brings a huge financial risk to the enterprise.
Therefore, before making any investment, enterprises must analyze the feasibility of the investment project, only on the basis of comprehensive consideration of the risk of various factors, and the net cash flow generated by the investment project is measured as a positive value of the investment can be carried out.
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