The farmhouse restaurant business plan
First, the leisure farm introduction
Leisure farm is the most popular in the international community a new kind of leisure industry, it is the idyllic scenery, manor house style as the main style, catering to the urban pursuit of "green", "idyllic" a mentality, integrated urban people are more interested in the rural living conditions, the "consumption of pollution-free farm food", "the" "idyllic" a state of mind, the "eating pollution-free farm food". " "Rural" a mentality, synthesized the city people are more interested in the rural state of life, the "consumption of pollution-free farm food," "self-tillage and self-reservation of land "eating pollution-free farm food," "self-growing land," "livestock homes," "small bridges and rivers," "unique caves," "fishing," "freshwater fishing," "fishing" and "fishing" are all part of the rural life. "Fresh Fruit Picking" and a series of new leisure methods have been synthesized to form a one-stop business model for enjoying the pleasures of the countryside. Create a whole new world in the busy city life!
Farmers rely on local tourism and scenic resources, the use of village houses to develop farming customs and local cultural resources, tailored to the local conditions to operate special tourism services, become an effective way to work hard to get rich. They can transform their own general means of living and production into operational assets, from which both farmers engaged in leisure farms and those engaged in agricultural production and processing can increase their incomes. The "leisure farm" or "leisure farm" tourism service model also came into being.
Leisure farm tourism projects are not only based on local realities, the development of characteristics of farm tourism, such as: orchard tour ornamental, campfire and so on. Also injected into the modern people rarely involved in the visual travel, so that people can enjoy the physical travel and mood relaxation at the same time, so that its visual can also be a good enjoyment.
Nowadays, the development trend of leisure farm tourism is very good, it is as a kind of emerging characteristics of the tourism project, leisure farm tourism from the beginning by the tourists are generally welcomed and widely recognized by the market, has a huge market potential and broad market prospects.
With the continuous improvement of people's material living standards, the rapid development of modern tourism, in recent years to "eat farm food, taste farm food, live in farm houses, do farm work, enjoy the leisure farm," as the main content of the "leisure farm" tourism mode The tourism mode of "leisure farm", which is the main content of "leisure farm", has attracted great attention and concern from all walks of life in the society. In people's demand for spiritual and cultural life is increasingly rich and diversified development today, leisure farm characteristics of tourism activities in the country quietly emerged and has become a major bright spot in the tourism industry. With the extension of industrial chain and service chain, it not only drives the development of related tertiary industries such as catering service, trade circulation and passenger transportation, but also promotes the new development of primary and secondary industries in rural areas such as the production and sale of agricultural products and the processing and production of special tourism products, and facilitates the transformation and upgrading of agriculture and the countryside from simply providing agricultural products to providing ecological and cultural tourism products, and injects a new impetus into the structural adjustment and cultivation of the leading industries of the rural industries.
The prosperous rise of leisure farm tourism allows farmers to fully see the value of environmental resources, and proactively protect and build a good natural ecological environment, providing strong support and protection for leisure farm tourism. The arrival of urban tourists sends urban information, technology and management, which drives the improvement of the quality and level of leisure farm tourism and promotes the urbanization process of rural society. Therefore, leisure farm tourism is a bridge and link in urban-rural interaction.
Two, leisure farms market analysis
(a) Shangyu region market conditions
With the improvement of people's living standards, people's travel ideas and aspirations have undergone significant changes, leisure and vacation has quietly emerged. Studies have shown that when the per capita GDP reaches 1,000 U.S. dollars, tourism will begin to enter the family generally; when the per capita GDP reaches 2,500 U.S. dollars, the growth rate of leisure consumption will be faster than the rate of economic growth, the community will enter the leisure consumption of the rapid expansion of the period. For Taizhou, it is now time to meet the arrival of the leisure era at the juncture.
Shangyu is a county and city with a very deep history, and at the same time is an enlightened openness of the county and city, "five mountains, one water, four fields" is the best summary of the geographical environment of Shangyu, is the East Asian monsoon climate, monsoon is significant, mild climate, four seasons, humid and rainy, resulting in a beautiful natural resources. At the same time, Shangyu, known as the "New Business Capital of East Zhejiang", has great potential for development. At the same time, the city's rapid economic development is driven by industrialized production as the key development object. So in such a mountain and sea have, cultural depth, economic foundation, leisure facilities are not perfect, the urban environment by the industrialization of the impact of the city is more serious development of pollution-free farm food-based leisure farm can be said to be the right medicine, but also will become the city residents to relieve the pressure of the ideal goal.
Leisure farms in this mode of leisure in Europe and the United States is more popular in our country, only a few cities in Yanhai have similar. This model in Shangyu City is still a blank, we are to seize the opportunity of this market gap, when others have not thought of, we have been put into action!
(2), the target group
Our farm for the middle and high-end market positioning. Our target group of business owners, the pursuit of fashionable urban white-collar workers, stable, high-income family members, as well as middle-aged government officials. Positively catering to their pursuit of idyllic fun, enjoy the original life of the psychology! This part of the customer base has a relatively strong consumption ability, they will not spare money to pursue a natural state of leisure. So our target market is two kinds of customer behavior: a deliberate pursuit of form; an interest in dominating form! At the same time pollution-free vegetables, health care vegetables, free-range livestock will be sold directly with the major units of the cafeteria, and will open a brick-and-mortar store, in the form of pollution-free vegetable supermarkets to face all consumers.
(3), the market capacity or the enterprise's expected market share
According to the sixth census shows that the city's current resident population has reached 779,400 people, and does not include the foreign population. And these years, the city's social and economic development has been rapid, the agricultural population non-agriculturalization, the urban population is expanding, the proportion has exceeded 50% of the total population. The urbanization process has been further accelerated. Leisure farms in the city did not see more, and in the food problem is more serious under the banner of the farms focus on pollution-free vegetables, but also greatly enhance the market share of the enterprise.
(D), market capacity trends
With the fifth national census in 2000, 72.25 million people compared to the city's population **** increased by 56,900 people during the 10-year period, reaching 779,400 people, an increase of 7.88%. The average annual growth rate was 0.76%, higher than the national population average annual growth rate of 0.57%.
(E) Leisure farms basic competitive situation
1. Competitors in the same industry
According to the survey, the number of recreational farms in our city is still very few, and the Shangyu city government has loved the meeting stated that it would support the development of a number of leisure farms. This is a great opportunity for us to start a business.
But in Shangyu City, the development of Nongjiale has begun to take shape, which is a mutant opponent for leisure farms, it will attract a large part of the economic strength of the relatively poor consumer groups. But that is also a double-edged sword, Nongjiale for leisure farms laid a solid foundation, so that our original potential consumers have a piece of leisure agriculture in the consumer precedent and consumer awareness.
2. Potential Competitors
Theoretically, the potential competitors of leisure farms or recreational farms include the high and low ends of the hotel industry, i.e., the star-rated hotels and the small hotels or restaurants in the society that only provide simple accommodation and catering. Although these hotels or restaurants are not direct competitors of leisure farms, but also can not ignore two factors to consider: one is due to star-rated hotels in order to attract customers, and constantly launch a variety of promotional activities, so that customers can enjoy the star-rated hotels in the mass of consumption; Secondly, those small restaurants will be introduced to inexpensive farm food, which will affect the consumer market of leisure farms.