Part I start a business to open a store planning program
I. Summary
Set up a cooperative team to conduct a small business, earn capital, while loans to get enough capital. Then establish a community fruit store: in the community of the residents of the community reached 3,000 families (3 people per family calculation) of the neighborhood to establish a fruit store.
Second, industry analysis
1, market analysis:
China's fruit market is huge, compared with foreign per capita annual consumption of 85 kilograms of fruit, the domestic per capita consumption is just half of its. Through the survey of most families, 80% of the 3-member family monthly consumption of fruit in the amount of 80 yuan or more. 10% of the family consumption of fruit between 50-80 yuan. Only 10% of the families consume fruits below 50 yuan. With the improvement of the income level of the residents, the consumption demand for fruits is on a growing trend. China's current average annual per capita fruit possession of about 45kg, with the health standard requirements (70kg) there is still a small gap, with the developed countries per capita annual consumption of fruit (80kg) compared to the level of the gap is even greater. If we take into account the future population growth factors, calculated in accordance with health standards, the national fruit consumption will reach 115.5 million tons, 70% higher than the total national fruit production in 20xx.
2, policy analysis:
March 22, 20** (Beijing Municipal Bureau of Commerce, Beijing Municipal Commission of Development and Reform): 79 commercial projects to encourage and support the development of commercial projects, including supermarkets, convenience stores, community breakfast stores, food stores, daily necessities stores. Restrictions on commercial projects include: restrictions on new large and medium-sized retail commercial facilities with a business area of more than 5,000 square meters outside of commercial centers above the regional level and planned characteristic commercial streets (districts); restrictions on new large department stores and large general supermarkets with a business area of more than 10,000 square meters within the second ring road in urban areas; restrictions on new large Warehouse shopping malls, large professional supermarkets, various types of large wholesale markets; urban centers, municipal commercial centers, regional commercial centers, the Zhongguancun Science Park Haidian Park, business center area to limit the addition of various types of primary markets, wholesale markets.
Third, the business model analysis
1, novel sales method: open self-selection.
2, a variety of services: provide automatic juicing services. Provide a combination of packaging boxes, and in the store to introduce the characteristics of various fruits and suitable for consumption of the crowd, to guide the healthy consumption.
3, competitor analysis:
(1) the change in consumer attitudes:
Whether consumers can receive this fresh fruit purchase. (Some areas in the South have been very accustomed to this way of buying fruit, and take it as the main place to buy fruit) As other traditional places to buy fruit in the minds of consumers have formed a habit, so to change the consumer's concept of shopping in a short period of time, so that the acceptance of this business form.
(2) large supermarket chains:
Large supermarket chains began operating fruit has been a long time, which shows that fruit consumption in the people's daily consumption has accounted for a certain proportion, but also explains the market is vast, these businesses are also very optimistic about this market. The advantages of large supermarket chains lie in larger purchasing volume, lower purchasing costs, larger customer flow, better shopping environment, product quality and portion size are guaranteed. Our advantage: the development of our fruit chain stores, combined with the procurement advantages of fruit juice companies and logistics advantages, in the procurement cost will be lower than its. And our due to open the store in the community, in the recruitment of some laid-off workers, to fight for point policy support. And our shopping environment, credibility and price can compete with large supermarkets. And we will provide juicing services, fruit promotion and introduction, gift boxes and other services are believed to be large supermarkets do not have. There is also a number of medium-sized chain stores and cooperation, such as China Resources Supermarket, we can negotiate with its fruit program contracted in its supermarket to open a store in the store, pay its contracted rent and sales profit sharing. The other side to save the procurement costs, and business risks, but the same profit can be guaranteed, we have increased sales and display window.
(3) farmers' markets:
Generally in the form of open-air. Because of the cheap rent of the stalls, so its price may be a little advantage. However, its shopping environment, product services are not available, and customers do not have much room to choose, and in the quality and portion are not very firm. Our advantage: generally people go to the farmer's market is to buy some daily food and vegetables, so in the purchase of a large number of other products, generally will not be in the purchase of a lot of fruit, because the purchase of things too much and too heavy will be inconvenient for its action. Our fruit stores are usually located in the neighborhood, which makes it convenient for residents to buy fruits. I believe that no one is willing to walk 20 minutes to buy a watermelon in the hold home, we buy this kind of fruit is more willing to buy in the home more into the location.
(4) peddlers:
Characterized by strong mobility, the fruit trucks can be pushed to the community downstairs, due to the lack of rental costs, so their prices may be lower. The disadvantage is that the fruits sold by peddlers are often short of catty, and the phenomenon of substitution. Our advantage: Beijing is going to hold the Olympic Games in **, so I believe the government will not allow the existence of such peddlers to destroy the image of Beijing.
(5) for the followers:
Because the store layout and sales methods can be copied, so I believe that when the fruit store to attract the attention of consumers, there will be a number of followers will appear, but as long as we integrate our resources (purchasing, logistics), I believe that our prices and services are others can not catch up. And we can right for followers to join us.
Fourth, the operation plan
1, to give customers a new, assured, quality assurance and cheap assured consumption location.
2, a unique guide to consumption:
Nowadays, customers buy fruits, completely by virtue of their own tastes and preferences to choose the fruit consumption, while ignoring the characteristics of the fruit itself and suitable for consumption of the crowd. Through the investigation of many consumers, found that almost no one can say the characteristics of pineapple and suitable for consumption of the crowd, and liver disease, stomach disease patients should eat what fruit, not suitable for eating what fruit. This shows that everyone is blindly consuming fruits. There is no fruit consumption common sense will also make a misunderstanding of sending bananas to diabetic patients with good intentions to do the wrong thing. As a fruit retailer, it is our responsibility to teach people how to consume fruit wisely. In this regard, I will be posted in each store each fruit characteristics of the poster and suitable for consumption of the crowd, and good and bad grades of the identification method, to guide people to healthy consumption.
3, to provide a variety of services to target different consumer groups:
Fruit consumers are generally divided into their own consumption and gift 2 kinds. For the psychological and packaging needs of the gift-giving crowd, we will specialize in the design of some folding or combination of different capacities (3G, 5G) and other packaging combinations, paid to provide consumers. In other words, customers can combine and buy fruits as they like. After purchase, if you need a box, you only need to pay a certain amount of packaging fees, you can get the store's box (can be divided into several kinds of birthday, visiting the sick, visiting relatives, etc.), and you can get a greeting card. In this way, not only do consumers understand the consumption, eliminating the need for expensive gift packages of fruit purchased in the traveler or other merchants, but also to ensure the quality.
4, digging deeper into the characteristics of the fruit and other consumer needs:
As people's income increases, more consumers began to drink fresh juice. In response to the needs of consumers, each fruit chain store will have a free juicer for customers to use. After purchasing fruits, customers can help themselves to free water to wash the fruits and free use of the juicer to squeeze the fruits into juice. If customers bring their own containers, the company will not charge any fees. If the customer wants to bring the juice to his home, company or drink on the road, the company will provide a set of containers (including soluble cups, straws, honey, sugar, etc., and help the customer to encapsulate) for a fee, so that it is easy for the customer to bring the freshly squeezed juice to any place for drinking. In terms of hygiene, every time a customer finishes using the juicer, the staff will disinfect the machine and put it into a sterilizer to ensure hygiene.
5, the opening of the initial period to attract the attention of consumers:
You can through the neighborhood committees, property companies and other ways to the opening of the leaflet and some preferential posters issued to the residents of the district. And can be launched to buy a certain amount of fruit to send juicer and other activities. This, in turn, can drive residents to eat fruit to drink fruit, increase the consumption of fruit.
6, so that consumers choose the goods we provide: a good image, good shopping environment, competitive prices, multiple promotions, a variety of convenient service measures.
7, for more resources to win more favorable competitiveness
(1) the choice of partners, you can choose a juice business to hold the company's shares. So that the company can borrow the advantages of its procurement costs, warehousing, logistics.
(2) for policy support. Recruit a large number of laid-off workers, and strive for more policy support in terms of tax and rent.
8, sales plan:
The establishment of the Department of sales of large customers and retail chain.
(a) single-store promotion:
(1) at the beginning of the opening in the fruit store within the radius of the residential district issued publicity worksheet to attract neighborhood residents.
(2) the introduction of integral card activities to attract community residents to come to spend. And can launch the purchase of a certain number of fruit to send juicer and other activities. This, in turn, can drive residents to change eating fruit to drink fruit, increase fruit consumption.
(B) to join the promotion of the Division:
(1) to participate in a number of chain of franchise industry exhibitions, the store directly arranged to the exhibition, and in the fruit (eg: oranges) printed on the enterprise's contact information, issued to the visiting crowd. This is both novelty, but also more able to attract the attention of others.
(2) in some entrepreneurial newspapers or magazines with articles about the franchise business and the prospects of the fruit industry, to attract joining.
(3) Set up a station to introduce the company and attract to join.
(4) hold promotional meetings, invite some fruit stand owners to participate, introduce our company to join and give their distribution policies and favorable conditions.
Part II Entrepreneurial store planning program
One, the project description
1, site selection: three meals downstairs in the College of Teachers, away from the competition of the various supermarkets, the face of the College of Teachers, the cafeteria has a student flow is more of the place. Avoid competition in the same industry and a certain amount of traffic.
2, industry type: retail.
3, the campus market environment: the campus economic market has a wide range of development space, consumers relative to the external market competition is small, self-employment is simple, small investment in capital flow fast, services to the vast number of teachers and students, more attractive to students eyeballs, diversified marketing channels.
Second, the company's organization and management team
1, the personnel system
1) store manager, is responsible for the overall coordination of the domination of the work of all employees, supervise the work of the staff, acceptance of cooperation with the school health and other inspections.
2) attendants, to have a flexible mind, keep in mind the price of each commodity in the supermarket, location, obey the command of the store manager, and cooperate with the work of the store manager.
3) cleaning staff, clean up the supermarket and the entrance to the health, accept checks at any time, to do everywhere spotless, no dust, no stains on the ground water stains mud stains, to give the guests a good impression, and to help the waiter to keep an eye on the shelf in the supermarket shelf shelf food shelf, more than the shelf life of the timely processing, the upcoming to the shelf-life of the timely reminder of the waiter.
4) stocking staff, honest, honest, require a car, understand the flow of goods in the store, with the attendant to do the store sufficient goods, no broken, out of stock phenomenon, the shelf life of short food, such as fruits, bread, etc., to do the daily stocking, to ensure that the food is fresh.
2, management team
1) Respect for the personality of the service industry personnel
2) Mutual supervision, managers supervise the work of the staff, employees can also put forward the views of their superiors, *** with the improvement
3) to create a harmonious team, not only to let the staff feel the spirit of teamwork, but also to have a strict discipline to constrain the behavior of employees.
4)Fair treatment, equal treatment, each in their own way, to play their talents.
Third, competition and cooperation
Know yourself and know the enemy, as a supermarket operator, to understand the daily needs of students, combined with the actual situation of our school, to provide students with the convenience of in-depth comparisons and analysis of the various supermarkets in the school, in order to occupy a favorable position in the operation
We must not overlook the intelligence of the student population, we must have first-hand information, although the student population is generally not too high spending power. Although the spending power of the student population is generally not too high, but the number of people occupies a certain advantage, the benefits are also very large, and we must continue to introduce new products to attract consumers, timely promotions to win the goodwill of consumers, improve the quality of service, so that students can buy happy and assured.
With the continuous improvement of living standards, the pursuit of environmental protection, health consumption has become a life style, so I intend to sell some green products to ensure that the students' physical and mental health, the customer first, this is our purpose.
Fourth, marketing tools
1, brand strategy
"Campus Department Store Supermarket" point of the name of a good memory, point out the service group, the face of the campus teachers and students; also point out the attributes of the goods, belonging to the Department Store category; the sign of the font beautiful and simple, easy to attract people's eyes.
2, price rough
Students generally reflect the school supermarket in the high price of goods, most of the students choose to go down the hill to the supermarket to buy goods, although the trouble, but you can save a lot of money, so our supermarkets to take the route is the principle of small profits and high sales, the price should not be too high, otherwise you will lose some of the consumers, and of course, can not be too low, or else deducted from the expenses The profits are low. Prices can be slightly higher than those under the mountain.
According to consumer psychology, the same kind of goods consciously put together, but to discharge the price grade, so that consumers in the comparison of prices to choose their own customary level of consumption, but also to put some new goods on the shelves with the level of vision, easy to be found by consumers.
3, promotional strategies
The daily launch of a promotional products, both to attract more consumers can also produce a good response in the consumer groups, equivalent to do some free advertising.
For some of the shelf life, the upcoming expiration date of the product, timely promotions, promotions are not timely processing, to ensure that food hygiene and safety, to do a good job of quality assurance.
Fifth, the project implementation plan
Customer-centric, customer satisfaction as the purpose, through customer satisfaction, and ultimately achieve the promotion of the supermarket's business philosophy.
Before opening the store, we must do a good job of publicity, distribution of questionnaires, according to consumer demand, improve the product species.
The introduction of membership cards to attract customers, buy more and get more.
Six, financing plan
The implementation of strict financial management
Strictly check the price of operating products, purchase price, receipt price, personnel wages, operating project fees, utilities, employee benefits
Daily income is strictly accounted for, the daily reconciliation of the accounts.
All items and fixed assets in the store shall not be destroyed or taken away at will.
After the monthly settlement, a part of it will be issued to the staff as nearly, while improving the staff's work motivation.
For the accounts, we must do everything to be accounted for, so that the profit and loss of the store at a glance.
Seven, risk analysis
1, internal management risk
Supermarkets are a service industry, strict quality control in order to win the trust of consumers, supermarkets, management is basically composed of the owner of a one-person, the company's internal management system and model, is very necessary.
2, raw material capital risk
Although the daily flow of food is large, but there is also a part of the problem of merchandise stagnation, which produces a bad flow of funds, stagnation problem is serious beyond the shelf-life and will be a small loss, so we must recognize the market demand for various commodities, which is conducive to the long-term development of the supermarket. Moreover, in the choice of food to have a certain professional vision, so that we can purchase fresh, non-polluting green food.