The opening up of society and economic development is the inevitable result of the rise of "foreign festivals", and the Chinese people who have enough to eat are no longer satisfied with the enjoyment brought to us by material civilization. Spiritual civilization in the material civilization on the basis of the pursuit of taste of life, has become the fashionable beat of the times, keep up with the beat of the times so that your dream of life inserted into the wings of opportunity, seize the opportunity to have tomorrow. I have organized a paper on entrepreneurial planning for college students, I hope you like it!
College students entrepreneurship planning paper 1Title: daily sports store business plan
Team name: net win team
Shop name: daily sports
Unit (College): Anhui Institute of Commerce and Trade
Table of Contents
I. Online store planning .
1.1 Product Positioning
1.2 Price Positioning
1.3 Customer Positioning
1.4 Shop Style Positioning
1.5 Market Prospects
II. Market and Feasibility Analysis
2.1 Customer Analysis
2.2 Competitive Analysis
2.3 SWOT Analysis
2.4 Feasibility Analysis
III. Personnel and Organizational Structure
IV. Marketing Strategy and Implementation Plan
4.1 Marketing Channels
4.2 Marketing Strategy
4.3 Implementation Plan
V. Financial Planning and Management
5.1 Fixed Assets
5.2 Liquidity (Monthly)
5.3 Sales Revenue Forecast Sheet (2011/12 Months)
5.4 Sales and Cost Schedule (2011/12 Months)
5.5 Cash Flow Schedule (2011/12 Months)
VI. Risk Management
6.1 Management Risk
6.2 Supply Risk
6.3 Market Exploitation Risk
The Body of Online Shop Business Plan
Abstract
With the development of science and technology and the improvement of the standard of living of people, the Internet has become more and more common in people's lives, and online shopping is the most widespread application at present On January 19, 2011, China Internet Network Information Center (CNNIC) released the 27th Statistical Report on Internet Development in China in Beijing, which shows that by the end of December 2010, the number of Internet users in China had reached 457 million, an increase of 73.3 million compared with that of the end of 2009, and the most striking thing is that the annual growth rate of online shopping users was 48.6%, which is the fastest-growing application in terms of users. The fastest growing user application, signaling more economic activities into the Internet era.
Either e-commerce, or not without business, in this context, we came together because of *** with the same ideals, the creation of the daily movement online store, the team's five members are Anhui Institute of Commerce and Trade Vocational and Technical College of e-commerce majors in the student, as early as 2009, we participated in the formation of the daily trade online shopping mall, a year later became the Wuhu City, a more influential university students Shopping platform. With this 2010 National Network Entrepreneurship Competition held at the time, the five of us in line with the principle of complementary entrepreneurial team, planning and implementation of the daily movement network entrepreneurial projects.
The daily sports online store is mainly for college students, we conducted a questionnaire survey in the school, the feasibility of the market analysis, and ultimately, we will be the main goods in daily commodities and sporting goods, according to the network marketing strategy to develop the implementation of the schedule, the use of search engine marketing, forum marketing, social network marketing, viral marketing and other ways of network promotions, and played a good effect. Good results.
I. Online store planning
1.1 product positioning
Main products: daily commodities and sporting goods.
In the university campus, this online store business plan for the preliminary investigation, mainly to investigate the daily shopping habits of college students and affordability, according to the results of the market research, combined with the actual situation, we chose to daily commodities and sporting goods as the main commodities. In daily necessities, we chose Danzi. Danzi with its low price and high quality characteristics, quickly captured the hearts of young people, and our target consumer groups are very consistent, so we chose Danzi.
1.2 Price Positioning
Considering the affordability of college students, we mainly focus on low-end goods. Initial low price strategy to attract customers, to small profits, mainly; in the late stage, the enterprise brand, reputation stabilization, according to the market, the operating costs of the appropriate adjustment of the price, but the quality level will not decline, to ensure that our company continues to operate.
According to the spending power of the target customers, the online store uses the following two different pricing strategies.
l Low-price promotional strategy: in order to attract customers with price, most of the products in the store, the price is relatively low, to ensure that the establishment of advantages in the online price war.
l Premium pricing strategy: mainly for some of the high-grade goods, we will use quality service to guide high consumption.
In order to accumulate popularity, we have selected several items as seconds and group-buy items, almost zero profit, the promotional effect is remarkable.
1.3 Customer Positioning
At the beginning of the online store, the customer group mainly focuses on college students.
The consumption behavior of college students is characterized by diversified structure, catching up with fashion trends, large consumption gap and strong stage, their purchasing behavior is easy to occur, and the price of the product is a decisive factor in the purchase behavior.
In the online store marketing activities, we will focus on college students and young office workers white-collar focus, differentiated marketing, to provide customers with personalized services and products.
1.4 Store Style Positioning
The store decoration mainly reflects the youthful and lively atmosphere, which is in line with the characteristics of the target consumer groups, and can cause their ****ing sense.
1.5 Market Prospects
With the popularization of computers, the development of the Internet, and the development of e-commerce, online shopping attracts more and more consumers to participate in online shopping for its convenience, inter-temporal and inter-regional characteristics. These features of online shopping are very much in line with the lifestyle of modern young people, which is a great encouragement to the development of online stores. Now the e-commerce environment has been greatly improved, both in terms of legal aspects and security, have been enough to make consumers believe in e-commerce.
II. Market and feasibility analysis
2.1 Customer analysis:
Our main customer groups are college students.
According to the survey, the characteristics of the target audience are as follows:
Obvious curiosity, convergence in consumption, listening to classmates or friends to introduce the purchase behavior.
Purchase behavior is basically emotional, but due to the impact of their own economic income and purchase behavior with rational colors, generally choose the price in the middle and low-grade but more romantic color of the goods.
There is no fixed pattern of purchase, and buying behavior is often arbitrary.
Strong ability to accept and absorb new things, the pursuit of fashion, advocating personality.
Factors affecting the purchase of products in order: price, variety, packaging, service and so on.
Purchasing behavior is very festive, generally focused on Teacher's Day, Valentine's Day, Christmas and friends before and after their birthdays.
We will target their respective characteristics to carry out differentiated marketing activities and provide products and services.
2.2 Competitive analysis
According to the information just obtained from the Taobao and Alibaba online survey, the current Taobao **** there are 209 online stores selling sporting goods, 587 online stores selling Danzig cosmetics, Alibaba online stores selling sporting goods there are 1500 online stores selling Danzig cosmetics there are 90. Taobao on the credibility of each store is shown in the following table:
Among the crown-level cosmetic stores the main situation is shown in the following table:
Cosmetic stores credibility of the main sales product price (yuan) features
Huiyuanfang four crowns of Xiangyi Benqiao, Danzee, Nature Hall, Yolei 20-100 on the make-up knowledge is very good understanding of the special beauty adviser
Traffic in the beautiful three crowns of NATO, DANZI, Xiangyi Benqiao, Adair 0-200 decoration complex, can give a very professional first impression
Blue Sunday three crowns of NATO, Mansion, DANZI, Tingmei 0-400 products, the price point is loose, consumer selective
Love Beauty two crowns of DANZI, WENBIZHUAN, Chunji, Yimeifang 0-200 on DANZI brand, there are men's beauty consultants
The beauty shop is the best place to buy the brand of DANZI. 200 on the Danzi brand, there are men's series, the product is more complete
2.3 SWOT analysis
(a) Advantages
1. The school's strong support.
Our school actively responds to the national policy of encouraging students to start their own businesses. In order to provide a platform for e-commerce majors to practice and improve their practical ability, the college has given great support in terms of manpower, material and financial resources in this National Network Entrepreneurship Competition. Tian Tian Sports online mall has received strong support from the college leadership and professional teachers.
2. The full support of Ufo.com.
Ufo.com entrepreneurial platform, not only can provide a good network display platform, but also in the country to find high-quality sources of goods, perfect logistics and payment system also make online shopping no worries. It can be said that UfoNET minimizes the cost and risk of our business
3. Good market environment on campus.
Our target consumers are college students, the first to be based on the local. Wuhu area *** there are eight colleges and universities, more than 98,000 students. In daily life, school supplies consumption is large, at the same time they like to surf the Internet, there is a certain amount of time and conditions of Internet access, which brings business opportunities to the daily movement, so the daily movement of the online shopping mall is very necessary to open and seize the colleges and universities of this market.
(ii) disadvantages
1. Insufficient experience, management level is not high.
Because the mall was founded in a relatively short period of time, the operation and management of the mall is inexperienced, some of the problems appearing in the mall is not appropriate enough to deal with, and at the same time, due to the mall construction of the limited technical force of the talents, directly affecting the construction and management of the mall.
2. Credibility is not high, not enough market development.
Tian Tian Sports online mall was established in the second half of 2010, founded and operated for a relatively short period of time, at the same time, the site's advertising and publicity efforts are not enough, promotional activities and information asymmetry, resulting in its visibility is not high, the market is not enough to develop. Therefore, it is imperative to improve the credibility of the online store.
(C) Opportunities
1. The state encourages college students to start their own businesses.
In recent years, colleges and universities continue to expand, the number of graduates has increased significantly, due to the impact of the economic crisis, resulting in an oversupply of graduates, the employment of college students has become a national concern. For this reason, the state has introduced a series of preferential policies and measures to support the independent entrepreneurship of college students, the daily sports online shopping mall is precisely for our e-commerce students to provide a platform for entrepreneurship, for the future employment or entrepreneurship to lay a solid foundation.
2. The school's strong advocacy.
The school in line with the concept of cultivating students' vocational ability, in order to improve the practical ability of e-commerce students, so that they have a clearer understanding of the e-commerce market operation, funded the creation of the daily sports online shopping mall. The school's support makes the daily sports online shopping mall like a tiger with wings.
3. College students' enthusiasm for online shopping is becoming more mature.
With the further development of e-commerce and the increasing enthusiasm of college students for online shopping, the online shopping market is further expanding, which provides an opportunity for us to create a daily sports online mall.
(D) Threats
1. Competition from similar websites.
At present, the domestic large-scale online shopping platforms are mainly Taobao, pat.com, eBay, etc., they are rich in product variety, large scale, high management level and other advantages, occupying a large market of online shopping. Through the survey and analysis, among the people who like online shopping, 95% and above will choose Taobao and other large-scale websites. At the same time, some of the private stores to follow up, but also set off the network shopping competition boom, these are to the daily sports online shopping mall has brought great pressure and challenges.
2. Competition from traditional stores.
Wuhu eight colleges and universities are dotted with large and small campus supermarkets and stores, while some large supermarkets (Century Lianhua, Walmart, Auchan) to follow up, but also eager to get a share of the market from the college students. This also adds to the competitive pressure on the daily movement.
2.4 Feasibility Analysis
Investment Necessity
According to the above customer analysis, industry analysis, competitiveness analysis, combined with the development trend of e-commerce in China, the country's support for entrepreneurship of college students, the online store is a good investment environment, suitable for investment.
Technical feasibility
Relying on the technical platform provided by Ufo.com, the technical support of the teachers of the Department of Economics and Trade of Anhui College of Commerce and Technology, the store of Ufo.com has been established, and the establishment of the online store is completely completed by our own.
Organizational feasibility
The business plan has been completed, the organization has been set up, all five of us have a wealth of experience in operating online stores, training programs have been developed, Anhui College of Commerce and Technology strongly support to ensure the smooth implementation of the online store.
Economic feasibility
The store is located in the Wuhu City College Park, one of the twin nuclei of the Wanjiang City Belt Industrial Transfer Demonstration Zone, which is characterized by strong economic vitality, rapid development of e-commerce, large market capacity, and high technology level. Network entrepreneurship can not only improve our own comprehensive ability, but also reduce the pressure of employment, and set an example for others; the operation of the online store can not only improve the employment opportunities, but also as a base for entrepreneurial internship of college students in school, with high economic and social benefits.
Social feasibility
At present, the state in terms of policy, funding to give a lot of support for entrepreneurship in college students; Anhui Province, the relevant departments have formulated a lot of preferential policies to support the entrepreneurship of Anhui college students; Wuhu is applying for the creation of a national innovation city, and vigorously encourage entrepreneurship of college students; Anhui Institute of Commerce and Trade Vocational College of entrepreneurship to give a certain degree of support and help to college students. and help.
III. Personnel and organizational structure
Efficient management and implementation of the team is the key to entrepreneurial success, our team *** there are five people, according to the characteristics and capabilities of each person, we have the following division of labor:
General Manager / Human Resources (Gui Jianmin): responsible for the overall work of the online store. In charge of the Human Resources Department, responsible for improving the personnel system of the online store, training new employees, recruiting human resources, and developing the salary system.
Marketing Department (Wang Guishan): responsible for the online store's external advertising, image planning, to improve the visibility of the online store, responsible for the online store and other companies all the business, expanding new markets.
Customer Service Department (Shen Wenling): responsible for grasping the supplier inventory information, management of ordinary customer service staff to take over the shift punctuality, service attitude, supervision of network trading operations, to provide online consulting services.
Finance Department (Fang Ran): Responsible for the store's financial expenditure, income and business accounts such as records, monthly reports on the status of liquidity and the store's profit and loss. And solve the problem of payment in business operations.
Technology Department (Yu Xia): responsible for the initial technical development of the site and the maintenance of the middle and late, web content updates and other work. And to solve unexpected problems in the operation of the site, such as: hacker attacks.
IV. Marketing Strategy and Implementation Planning
4.1 Marketing Channels
According to the survey and analysis, the main marketing channels are:
Producer/supplier direct sales (on the network)
For the time being, the online store is mainly used in this kind of marketing channels, that is, to save the cost of the store's warehousing and logistics costs, and to improve the efficiency of trade. Customers generally trust manufacturers and large-scale suppliers, the occurrence of problems in a timely manner, and credibility is guaranteed.
The sales process is mainly like this:
Users
Nurses
Online shop
Nurses
Manufacturers/suppliers
Agents
Feedback
Partnership Place order
Shipments
l Online store sale
l Online store sale
The sales channel is mainly like this. p> This kind of marketing channel is mainly for the college students in Wuhu College Park, so as to facilitate the distribution members of the colleges and universities to take the materials locally. Many college students still prefer the mode of cash on delivery or the traditional shopping mode. The sales process is mainly like this:
Customers
Manufacturers/Agents
Agents
Online store
Nurses
Selling Selling
Purchase, Feedback Purchase, Feedback
4.2 Marketing Strategy
1. Agency mechanism. Join Taobao through train, use Taobao alliance to expand sales; recruit campus agents in major colleges and universities, give them a certain percentage of commission;
2, advertising mechanism. In order to save costs, the use of network advertising forms, advertising to soft advertising-based, in the major universities forums, posting, website release; and website alliance cooperation, the choice of CPS method;
3, network promotion.
Search engine marketing: choose specific keywords, using Baidu Encyclopedia, Baidu know, Baidu posting to create relevant content, to attract traffic to Taobao store;
SNS marketing: the use of Tencent, the school, Kaixin and other social media platforms, to create word-of-mouth marketing;
Viral marketing: the production of beautiful whitening e-books as a source of viruses, and the store in the e-books Displayed, released in the relevant forums, free download, to attract potential consumers to the store.
4.3 Implementation Plan
①Strategic Goals
Develop the online store into a five-crown level store, do our team's best to satisfy customers, update our product information in a timely manner, timely introduction of new products to customers, so that customers can be the first to think of us in the desire to buy.
② Stage goals
First, to choose the right goods to sell, you can issue questionnaires and other ways to understand.
Secondly, in the store just started, low credibility, almost no visibility, in this case, the unfamiliar customer market can not be accessed, you can position the target market in their own friends, family and classmates to meet the needs of the main, but can not cause a burden on others.
Finally, through friends and family to enhance the popularity of the store after the addition of a variety of marketing tools, such as blog marketing, email marketing, online advertising and other ways to promote online, but only online promotion is not enough, but also in reality through word of mouth publicity and other ways to promote offline. The combination of online and offline in order to achieve a good publicity effect.
V. Online store business plan of financial planning and management
5.1 Fixed assets
1, tools and equipment:
According to the projected sales, assuming that to achieve 100% production capacity, the enterprise needs to buy the following equipment long-term **** stock:
Equipment Description Number Quantity Unit Price ($) Total Cost ($)
Computer 5 300015000
Tables, stools 5 sets of 3001500
Lights 380240
Internet banking card + u shield 370210
Drinking fountains 18080
Switch 15050
Total 18 358015580
2. >
Equipment Description Quantity Unit Price (yuan) Total Cost (yuan)
Network Equipment/ 400 400/year
Total 400
3. Fixed Asset Depreciation Details
Asset Value (yuan) Annual Depreciation (yuan)
Tools and Equipment 155801560
Land 00
Warehouse 00
Office equipment 00
Total 155801560
5.2 Working capital (month)
Excluding depreciation expense and loan interest.
Item Monthly expenses (yuan) Description
Rent 200 Rent for the site
Marketing expenses 300 Mainly promotion expenses
Utilities 100 Electricity for computers, points for lights, etc.
Telephone expenses 200 Employee communication, etc.
Maintenance and repairs 17 Mainly maintenance of computers
Internet expenses 40 Internet fees, etc.
Office expenses 30 daily office
Total 887
5.3 Sales Revenue Forecast Table (2011/12 months)
The website has a large number of product categories, and only predicts the three categories of Danzig series products, food products, and bamboo fiber towels.
5.4 Sales and cost schedule (2011/12 months)
5.5 Cash flow schedule (2011/12 months)
VI. Risk Management of Online Shop Business Plan
6.1 Management Risk
As a startup company, we are well aware that we have certain deficiencies in management. Weak management is currently a major risk facing our company. In particular, there have been different degrees of hidden dangers in technical management and other aspects.
6.2 Supply Risk
As a network startup, our company relies on cooperative suppliers to provide products, and there is a certain risk that the quality of the supply and the guarantee of the delivery date will affect our company's ability to provide products and services to customers in a timely manner.
In this regard, our company plans to take active negotiation of major suppliers, expanding the breadth of suppliers, can effectively avoid and resolve the supply risk.
6.3 Market development risk
As a new network startup, the market is the root of our survival, the development of the market is the road to the development and growth of our company, in the process of developing the market, there may be the risk of asymmetry between the service capacity of our company and the market.
For this reason, my company in the development of the market before, we must assess the comprehensive ability of my company, according to the company's development plan to develop the market in an orderly manner, in order to reduce the risk of market development.
>>> The next page is the college student entrepreneurship planning paper
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