Business Purpose

Sweet, healthy and fashionable.

Second, the market and competitive analysis

Market introduction

xx University XX College is a very young school, founded just over 2 years ago. At present, the school lacks a dessert store that can be systematically managed. The proposed Sweetheart Dessert Shop in this program fills such a gap.

Market Competition Analysis

xx University XX College is a young school, all the facilities on campus are being perfected, the lack of resources, the student consumer environment is even more worrying, the food problem needs to be solved. Our service tenet can overcome the above mentioned difficulties, can meet the needs of the target consumers, can quickly cut into this market, our business philosophy can support the sky belongs to us. After analyzing, we can open up this market. Heart sweet professional business desserts, adhere to the brand differentiation humanized business. With the silent penetration method, to establish and expand the visibility and reputation, so that consumers from know me to love me, buy me.

Target Customers

Some people mistakenly believe that girls love sweets more than boys, which is actually a mistake. In fact, taste preferences are not gender-specific, and many boys also love desserts. A lot of girls in order to maintain a slim figure or in order to lose weight, often regard sweets as a beast. And consumers are becoming more and more sensible these days. That's why Sweetheart is targeting all students.

Three, product and service characteristics

Raw materials professional, more assured

Heart sweet and well-known brands of drinking water, dairy products and other raw materials of regional suppliers to establish a cooperative relationship, in the heart of the sweet store hall ordering area and all kinds of promotional materials on the logo. From the point of view of raw material suppliers are trustworthy, to give customers a sense of food safety can be guaranteed.

Variety, more choices

Many people are difficult to taste. The heart sweet to make dessert flavors as much as possible to adapt to the various types of taste of customers. The launch of a number of styles of desserts available for all types of customers to choose from.

Comprehensive nutrition, health more

Heart sweet business varieties in addition to ordinary ice desserts, want to start a business, looking for projects on the youth entrepreneurship network, and in some parts of the south of our country to teach for the popular medicinal dietary tonic stews, herbal teas, tortoise jelly type. The price list sets out each dessert contains tonic ingredients, medicinal dietary tonic effects, indications, etc., so that customers can choose according to need. Low-calorie desserts with good skin care effects, especially for girls who love beauty. Eating desserts and maintaining a good figure not only does not conflict, but also through dietary supplements to nourish the face.

Service standardization, more satisfaction

Sweet heart staff is divided into management, dessert processing and production, ordering cash register, store cleaning four categories. Separately in uniform clothing for operation and service. Employees require professional skills, services, unified use of Mandarin, the establishment of rigorous service management norms and complaints back to the mechanism, and strict supervision and management.

Four, site selection analysis

Heart sweet store set in the XX University XX College cafeteria on the first floor, you can make full use of the cafeteria tables and chairs, to accommodate more customers.

V. Personnel and management

Personnel

Sweet heart of each employee must be a professional, including ordering cash registers and store cleaning staff, including everyone must be strictly trained to ensure that the normal work of the standard operation. Management personnel set up personnel management and business management personnel 2 each, requiring undergraduate education, excellent professional quality and have good practical operation ability; dessert processing and production personnel set up 2 formulators, processing operators 6, requiring college education, excellent professional quality and have good practical operation ability; ordering cash registers and store cleaning personnel a number of strict training after the post. All employees must apply for a health certificate.

Management Ideas

The premise of excellent scientific management is to determine and implement the correct advanced management ideas. We will adopt a people-oriented, valuing the spirit of teamwork management ideas. Emphasis on personal development, respect for personal values, the functional departments coordinate and cooperate with each other to seek the overall development of the restaurant, to achieve the effect of 1 +1 & gt; 2.

Management Concept

(1) Respect for the independent personality of the restaurant staff

(2) the lower management level: the upper level of the lower level of the planning and management, the lower level should be subordinate to the upper level of the work of the guidance, and try to complete the tasks issued by the upper level.

(3) Mutual Supervision: The management supervises the work of the employees, and at the same time, the employees can give their opinions or insights to their superiors.

(4) to create a collective atmosphere: both on the subordinates feel the discipline of the dessert store, but also to care for the staff, so that employees feel the warmth from the collective, which is conducive to strengthening cohesion and improve work enthusiasm.

(5) fair treatment, equal treatment, each to the best of his ability to play talent

Management team

Investment is a business of operating talent. We will build a management team with direct skills and experience in a variety of influential positions, and we welcome all talented people who are interested in pursuing the development of this dessert store to join us.

Management System

Establish rigorous service management norms and complaint return mechanism, and strict supervision and management. Improve the staff code, assessment system and reward and punishment system.

I. Summary of the plan

Along with the development of the economy, fierce competition is inevitable, "irritable", "depressed "People often hang on the words; at the same time, today's children lack of hands-on opportunities; in addition, the "different" mentality in the general public, especially the young student group occupies an indispensable position. Making a unique cake, candy or other food products and having an extraordinary hands-on process has a huge potential among the young, children and students! Therefore, in order to alleviate the pressure of fierce competition, give children a condition to do it themselves, and give young people a unique enjoyment, our "diy food chain stores" came into being. Considering the fact that we college students lack of funds, decided to build a small to big industry, from the simple "diy cake store" to start, hit their own brand, and gradually expand their industry, the formation of diy food chain a dragon. Create a city shelter!

Second, enterprise introduction

1, project name: diy cake store - diy food chain

2, the project purpose: to create a city shelter, leading the young fashion!

3, the project declaration: my cake, my young!

4, store name:

i cake -- diy cake store

Note:, i -- I, i cake -- my cake, that is, diy cake, do-it-yourself cake, unique cake in the world!

, i and "love" resonance, is like cake, like our cake store!

5, store theme song:

"Sweet" - Jay Chou

Main lyrics: I gently taste a bite of what you say love me?

It will be played in the store for a certain amount of time every day.

6, publicity slogan:

My cake, my young!

Note: young has two levels of significance, on the one hand, it is the embodiment of our young groups, on the other hand, young and "like" homophonic, i.e., diy make your own cake, there is a the way you want it to be!

Three, business objectives

1, due to the geographic location in the Trade Street, the source of relatively rich, but there are many competitors, especially the store just opened, want to open up the market, we must be in the quality of service and product quality, and to further expand the scope of business to meet the different needs of consumers. The short-term goal is to establish a firm foothold in the Trade Street, 1 year to recover the capital. The long-term goal is to gradually

develop into a strong economic strength and have a certain market share of the cake chain companies, in the many cake brands to break out of a piece of heaven and earth, and become a famous brand of cake market.

2, store address:

Choose the school near the young people gathered near the area, and convenient transportation. (Because the main object of this project is to face the young group, everyone will be easy to prioritize the principle, and, because of the constant renewal of the school's student population, resulting in a guarantee of the persistence of the source of customers, so choose the school near the lot).

Four, market analysis

1. Customer source: the store's target customers are: shopping and entertainment to the general consumers of the Trade Street, accounting for about 50%; around the school students, store staff, neighborhood residents, accounting for about 50%. The number of customers is sufficient, the consumption level of low-grade.

2. Competitors: According to the survey results, there are a lot of domestic brand cake stores, only Huaian chain cake store has a lot of such as 85 ℃, Wanqian, Bread new language and so on. Therefore, the competition is very big.

Five, business plan

1. First of all, we went to a few cake stores around the "spy intelligence", to find out the different types and sizes of cake cost price. The first thing you need to do is to find out the cost of different types and sizes of cakes.

2. After the opening of the money raised, began in the major cake store "tapping". Can not "blatantly" dig, to take advantage of the store less people, sneak past and store master to discuss. Or recruit pastry chef, open cake store master is very important, so be careful consideration.

3. It is understood that the discovery of a set of consumption rate: "Customers never have the cheapest price. Today you can lower a few dollars, tomorrow there may be peer competitors to lower prices and you compete for orders." From the experience of the product market a certain competitive strategy: "Price reduction promotion is not a long-term business strategy, the only best material to produce the highest quality cake, in order to attract customers, will keep customers".

4. The cake store is mainly for the public, so the price will not be too high, is a low to medium price.

5. Some advertising flyers can be printed and distributed in the form of coupons to achieve the effect of advertising

6. The cake store can specialize in leisure areas, set up a lot of chic seats. Customers can buy some snacks, sit in the cake store and slowly savor, the leisure function of the cake store has been further strengthened.

7. After many investigations, out of competition and other aspects of the needs of many cake stores to launch some of the cakes and cakes do not have much to do with the casual food, in order to form a new profit growth point. In the business varieties, many shopkeepers have some new initiatives: for example, in the hot summer, will be in season to launch the very popular ice porridge and shaved ice, as well as milk tea, fruit juice drinks favored by customers.

8. Establish a membership card system. The name of the member is printed on the card. The discount rate of the membership card is not high, such as 9.5 percent off. On the one hand, this can give consumers a sense of respect, on the other hand, it is also easy for the waiter for the consumer's name. Especially if the consumer is with someone else, and the waiter can call him (her) in public as * Mr., Miss, they will feel very respected.

9. On the table put some promotional items, magazines, the content is about the knowledge of pastry drinks, stories, etc., on the one hand, you can enhance

upgrade the taste, foil the atmosphere, but also to increase the consumer's good sense of the brand.

10. Whether it is from the store decoration, the image of the staff, or the cake production, we should give customers a healthy, hygienic feeling. Cake store must strictly enforce the national "Food Hygiene Law", which is based on the foundation.

11. The food industry has special job labor skills requirements: employees must hold a "health certificate". 12, store layout:

The style of the diverse layout, such as: fairy tale version, European version, jungle version, cozy version? Each mutually independent interface of different thematic styles for different people's preferences. (itself is a diy store, let it a "unique" in the end! Everyone has their own unique mood.)

All around, there are reference pictures of cake making, which are big and easy to see, so it's convenient for everyone to make cakes.

VI. Prospect prediction

First of all, everyone's attitude towards diy is still very friendly, the data show that more than 80% of people chose to be willing to come, especially the younger generation, all want to have their own unique things. Therefore, we will seize people's this psychological start, will inevitably have good results.

Secondly, girls love cakes far more than boys. And most of the choice will not come are boys, but they also chose will come with their girlfriends, so that, as long as we can do to make the girls satisfied, then why worry about no source of students?

Third, we ourselves are a college student, from the campus out, we know very well what students want now, do not want what. Can and customers have a good heart communication and exchange bar is the key to success. Therefore, this will inevitably become our good resources!

Fourth, through our own budget, as well as successful cases, the cost of opening a diy cake store in less than 100,000 yuan, which for us do not have any source of funds for college students, there is a great feasibility, as well as low-risk.

Fifth, we visited a lot of diy business merchants, we generally use the word "unlimited prospects" to describe, enough to see the development potential of this industry.

At the same time, we also found a lot of risks, but we also found a solution.

First of all, making the cake by yourself is really a time-consuming and laborious thing, and a lot of people will not patronize it because they don't have the time for a long time, so we improved the technology, and at the same time, we added an elegant and soothing atmosphere, so that people's irritable hearts can be calmed down for a while.

Secondly, the cake itself is synonymous with luxury colors, so many people choose to come only once. Therefore, we need a constantly renewed source of students, so we built the store near the school, every year the arrival of new students, which means that every year there are new customers to visit our diy cake store! Business is constant!

In summary, it is not difficult to see that the diy cake store scenario is still very considerable, as long as we have the idea and information, it will certainly be realized!

Business content:

1, the customer told the clerk, they want to do cakes, cookies, tiramisu or chocolate, the clerk will help them prepare the required raw materials, such as cornstarch, low refined flour, sugar, salad oil, cream of tartar, etc., measure the right amount of water, the customer only need to mix, bake, modeling, you can get their own want! The customer just needs to mix, bake, and mold, and then he can get the pastry he wants.

2. We also carry finished cakes for breakfast and midnight snacks as well as chocolate and other pastries.

3, we implement the membership card system, that is, where the store within a year to consume 3 times or recommend a friend to the store consumers, you can get a delicate membership card, with this membership card, enjoy the whole 10% discount.

4, where I store members, birthday shopping to the store, can get a special birthday gift, to your birthday a surprise! Not a member of the customer, birthday day to the store consumption, can get a birthday card and gifts.

5, we provide free photo service, free of charge for the production of the cake customers to take pictures, leaving a point worth remembering the moment. If customers need, we can send the electronic version of the photos to customers.

6, the store set up a message board, there is what you want to say to friends, family, or what to our comments, you can write on it, we provide free beautiful cardboard, cozy you and me!

Seven, financial estimates

Start-up assets: about 95,000 yuan

Equipment investment:

1. 5,000 yuan rent.

2. Facade decoration of about 2,000 yuan (including store decoration and light box).

3. Shelves and counter investment of about 1500 yuan.

4. Employees (2) the same clothing needs 500 yuan.

5. The largest investment in machinery and equipment: 80,000 yuan (including a full set of appliances to make cakes) the first installment of the purchase price: flour, cream and other raw materials, about 6,000 yuan.

Monthly sales (even): 21,000 yuan. Accounting for the assessment of the relevant insiders, so a small cake store business on the right track, monthly sales of up to 21,000 yuan.

Monthly expenses: $14,033. Rent: the best site in the more densely populated neighborhoods, community trade streets, and close to the children's lot (such as kindergartens or playgrounds around), about 5,000 yuan.

Goods cost: about 30%, about 5000 yuan. Staff wages: 10 square meters of small stores need to cake master 1, 1 waiter, salary *** count 2000 yuan.

Utilities and other miscellaneous expenses: 700 yuan equipment depreciation: calculated on the basis of five years, 1333 yuan per month Monthly profit: 6967 yuan or so According to this estimate, a year or so to recover the investment.

Eight , risk management

In the market research, we found a lot of risk, but we also found a solution.

First of all, making cakes by yourself is really a time-consuming and laborious thing, and many people will not patronize it because they do not have the time for a long time, so we have improved the technology, and at the same time, we have added an elegant and soothing atmosphere, so that everyone's agitated heart can be temporarily calmed down.

Secondly, the cake itself is synonymous with luxury colors, so many people choose to come only once. Therefore, we need a constantly renewed source of students, so we built the store near the school, every year the arrival of new students, which means that every year there are new customers to visit our diy cake store! Business is constant!

Furthermore, there are our competitors in the market, we must always update our product venture and always advertise.

First, entrepreneurial goals

Business objectives: in xx Normal University xx College to establish the first professional dessert store - xx dessert store, the scope of business for the Chinese and Western desserts. Varieties include ice cream cake, ice cream, ice cream cookies, ice cream shaved ice, sugar water, soup (dew) class, porridge, fruit juice, flavored dairy products, pudding, medicinal tonic stew, herbal tea turtle jelly class, traditional Chinese dim sum class.

Business purpose: sweet, healthy, fashion.

Second, the market and competitive analysis

Market introduction: xx Normal University xx College is a very young school, founded only 2 years ago. At present, the school lacks a dessert store that can be systematically managed. And the xx dessert store proposed in this plan is to fill such a gap.

Market Competition Analysis: xx Normal University xx College is a young school, all the facilities on campus is being perfected, the lack of resources, the student consumer environment is even more worrying, the food problem needs to be solved. Our service tenet can overcome the above mentioned difficulties, can meet the needs of target consumers, can quickly cut into this market, our business philosophy can support the sky belongs to us. After analysis, we can open up this market. xx specializes in desserts, insisting on branding differentiation and humanization of the business. With the silent penetration method, the establishment and expansion of visibility and reputation, so that consumers from recognizing me to love me, buy me.

Target customers: Some people mistakenly believe that girls love sweets more than boys, which is actually a mistake. In fact, taste preferences are not gender-specific, many boys also love desserts. In order to maintain a slim figure or to lose weight, many girls tend to regard sweets as a scourge. And consumers are becoming more sensible these days. That's why XX is targeting the entire school population.

Three, product and service characteristics

Raw materials professional, rest assured that more: xx and well-known brands of drinking water, dairy products, and other raw materials of the regional suppliers to establish a cooperative relationship, in the xx store hall in the ordering area and all kinds of promotional materials on the logo. From the point of view of raw material suppliers are trustworthy, to give customers a feeling that food safety can be guaranteed exactly.

Rich varieties, more choices: the taste of many people is difficult to adjust. xx to make dessert flavors as much as possible to adapt to various types of taste customers. The introduction of many styles of desserts can be selected by all types of customers.

Comprehensive nutrition, health more: xx business varieties in addition to ordinary ice desserts, want to start a business, looking for projects on the college entrepreneurship network, as well as in some parts of the south of China to teach for the popular medicinal dietary tonic stews, herbal teas, tortoise jelly class. The price list sets out each dessert contains tonic ingredients, medicinal dietary tonic effects, indications, so that customers can choose according to need. Low-calorie desserts with good skin care effects, especially for girls who love beauty. Eat desserts and maintain a good figure not only does not conflict, but also through the dietary supplement to nourish the face.

Service standardization, more satisfaction: xx employees are divided into management, dessert processing and production, ordering cash register, store cleaning four categories. Separately with uniform clothing for operation and service. Employee requirements skills professional, service uniform use of Mandarin, the establishment of rigorous service management norms and complaints back to the mechanism, and strict supervision and management.

Four, site selection analysis

xx store set in the xx Normal University xx College cafeteria on the first floor of the east, you can make full use of the cafeteria tables and chairs, to accommodate more customers.

V. Personnel and management

Personnel: xx each employee must be a professional, including ordering cashiers and store cleaning staff, including everyone must be strictly trained to ensure that the normal work of the standardized operation. Management personnel set up personnel management and business management personnel 2 each, requiring undergraduate education, excellent professional quality and good practice ability; dessert processing and production personnel set up 2 formulators, processing operators 6, requiring college education, excellent professional quality and good practice ability; order cashier and store cleaning staff a number of strict training after the post. All employees must apply for a health certificate.

Management Ideology: The premise of good scientific management is to determine and implement the correct and advanced management ideas. We will adopt a people-oriented, teamwork-oriented management ideas. Emphasis on personal development, respect for personal values, the functional departments coordinate and cooperate with each other to seek the overall development of the restaurant, to achieve the effect of 1 +1 & gt; 2.

Management Concept

(1) Respect for the independent personality of the restaurant staff

(2) the lower management level: the upper level of the lower level of the planning and management, the lower level should be subordinate to the upper level of the work of the guidance, and try to complete the tasks issued by the upper level.

(3) Mutual Supervision: The management supervises the work of the employees, and at the same time, the employees can give their opinions or insights to their superiors.

(4) to create a collective atmosphere: both on the subordinates feel the discipline of the dessert store, but also to care for the staff, so that employees feel the warmth from the collective, which is conducive to strengthening cohesion and improve work enthusiasm.

(5) fair treatment, equal treatment, each to the best of his ability to play a talent

Management team: investment is a business of operating talent. We will build a management team with direct skills and experience in a variety of influential positions, and welcome all talents who are interested in seeking the development of this dessert store to join the dessert store.

Management system: establish a rigorous service management norms and complaint return mechanism, and strict supervision and management. Improve the staff code, assessment system and reward and punishment system.

Six, corporate image

Media advertising: consider television advertising or print media and other media, as the most practical channels of publicity, the survey confirmed that high-quality desserts through the exquisite television advertising or print media can establish a good brand image. Another special will be in the new students at the beginning of the school year, issued leaflets, set up publicity and receive advice.

Image endorsement: the production of cute xx mascot, cartoon modeling as the image of endorsement, from the cartoon modeling to reflect the sweet, healthy, stylish business purposes.

Store layout: xx store to do clean and bright, bright windows. Penetration of good sweet, healthy, fashionable corporate culture. According to different dessert varieties, the use of various types of special dishes. The dishes are elegant and elegant, so that customers can look at the tableware to produce a comfortable feeling.

Seven, promotional decisions

Food manual: the development of xx healthy fashion food manual. It introduces famous snacks from various regions of China, the latest gourmet desserts, and the latest recipes for health and beauty remedies. This manual is revised once a year and placed in the store hall for customers to read.

Holiday activities: In the New Year, Dragon Boat Festival, Mid-Autumn Festival and Western Christmas, Valentine's Day and other major festivals, on campus or outside the store to organize open-air themed activities, aimed at enhancing the consumer's impression of xx products. The activities are organized through the distribution of express loose-leaf advertisements, product knowledge quizzes, and small-scale performances, with corresponding rewards given to participants. The prizes include small gifts with xx cartoon patterns, coupons and tasting coupons for the latest products, and each event costs about 1,000 to 2,000 yuan.

Wishing Tree: The store set up two wishing trees, consumption can get a wishing card. You can hang a written wishing card on the tree, and on the first Sunday of every month, the store staff will collect the wishing cards and pick out the ones that cost less than 300 RMB for the realization process by lottery, and help the customers to realize their wishes.

The store is always equipped with a variety of small gifts, such as xx cartoon modeling balloons, cards and so on. One-time consumption of 60 yuan of customers can be given a cartoon card, accumulating a set of three can be given a 6-inch ice cream cake. Customers can also buy discount cards, each card is priced at 9 yuan, the card holder can permanently enjoy the purchase of the store in addition to new products and specials in addition to any other goods 8. 20% discount. With superior quality and flexible promotional tools to win a stable customer base.

VIII. Financial Requirements and Applications

Opening Costs

Equipment such as tables, chairs, bowls and spoons, kitchen utensils, sterilizers, etc.

Prepaid rent, decoration

Raw materials

The above items will be handed over to the professionals to evaluate the budget on behalf of the company.

Nine, xx development

According to the strength of the enterprise, xx to xx Normal University xx College of this market as a starting point, looking at xx five colleges and universities in the market. The company's business is to develop a chain of stores gradually. Specifically divided into the following three steps:

1. Based on the xx Normal University xx College market, occupy a certain share

Fill in the gaps in the market of the xx Normal University xx College, the enterprise to do a professional, standardized, and steadily develop.

2. Occupy the market of XX Normal University XX College and establish a chain mechanism

After the corporate image is accepted and started to love, open a chain store in five colleges and universities in XX according to the demand. Learning business management experience in the actual operation.

3. Toward the xx market, open the franchise

In the xx market can be well controlled, normal operation, with a certain amount of liquid capital, visibility in the region, to master a certain amount of market operation system theory and operational experience, apply for independent intellectual property rights of the product, the expansion of the chain stores in xx city, open the franchise.