The first part of the executive summary
1. Basic enterprise information
The company is a company being created, specializing in personal image design. With the continuous improvement of people's living standards and the continuous promotion of reform and opening up, more and more people realize that enhancing their personal image is really helpful to the improvement of interpersonal relationships and the success of their careers. Different from the existing image design companies for celebrities and actors, we target the market at college students and white-collar workers who are about to graduate, and help them realize the shaping of their professional image.
To this end, we plan to set up our company on Wen Yi Road, where there are many universities and commercial buildings. Young people here can better accept modern personalized service and ensure that they can come to our company for packaging conveniently.
We have a group of excellent color and fashion designers who can provide customers with a set of image design schemes according to their temperament, style, personality, preferences and economic affordability, and establish long-term service relationships according to their requirements. We also have a group of enthusiastic managers who are committed to running this company. Xxx is an excellent marketing expert, and she will become the marketing director of the company. Xxx is an expert in finance. She will be the chief financial officer of our company. In addition, we also hired legal counsel.
2. Investment arrangements
The establishment of the company needs to rent an office building of 200 square meters. Because it is located in Wen Yi Road, the monthly rent is 30,000 yuan, plus the cost of decoration and equipment, it needs to invest 500,000 yuan. Several managers * * * invested 200,000 yuan and still need to raise 300,000 yuan. External investors can get 40% of the shares, and we will repay this investment in five years by means of secondary financing.
We expect the company's first year income to reach 228,000, and the payback period is about 4 years.
The second part. market analysis
1. service demand survey: Through the sample survey of college students and white-collar workers, we found that 35% and 50% of them said they needed someone to design their image.
There are more than 30 colleges and universities in Hangzhou with about 300,000 college students. It is estimated that there will be more than 300,000 people in XX, and there will be 96,000 college graduates and graduate students in XX. With the increasing employment pressure, it is very important to leave a good impression on the interviewer. I believe that more and more college students will enter our company. Nowadays, more and more white-collar workers take off their professional clothes and put on personalized clothes, which is called "casual Friday clothes". However, going to work is different from going shopping or staying at home. We can't let it play freely. As far as office dress is concerned, it should be decent and fashionable, but not too ostentatious. This gives our image designers another chance to display their talents. It is estimated that about 60 thousand white-collar workers will choose professional designers to design for them.
2. Price demand survey:
Because of their limited economic strength, college students have a big price gap with white-collar workers.
As shown in the above figure, the price that college students can afford is below 1000 yuan, mainly in 300 yuan -500 yuan, while white-collar workers are concentrated around 1000 yuan. We will make different plans suitable for them according to their different spending power to meet their requirements to the greatest extent.
3. Competition survey:
According to our investigation, in Hangzhou, the vast majority of image design companies aim at corporate image and product image, and only a few really engage in personal image design.
Mao Geping Image Design Studio and Love Story Image Design Center are located in famous actors and high-spending people, and the fees are as high as several thousand yuan, so they have no direct competition with us. For example, Love Story Lirong Square is located in Wulin Road, with a business area of 1300 square meters. There are three floors in the square: the first floor is the customer reception area, the hairdresser's hairdressing area and the technician's working area; There is a spacious shampoo area, professional beauty area and underground training area on the second floor. Specially for fashion people, the main business is beauty salon design. The company mainly provides customers with the overall image design scheme, and provides different services according to the requirements of different customers, that is, "personalized service". Including skin color, clothing, manners, figure and other aspects of service content.
Another image design studio is actually an additional business of beauty salons or clothing stores, which has not yet formed a scale and has little impact. Therefore, it can be said that the image design market of ordinary people is still unattended. The following table shows our competitive position:
opponent
Comparison of Mao Geping Image Design Studio Love Story Image Design Center Small Image Design Studio Qingcheng Zhiyang Image Design Company
Market positioning, actors and high-spending people, fashion people, individual college graduates and white-collar workers
The charge level (average) is above XX yuan, about 1000 yuan, about 400 yuan and about 400 yuan.
Services: make-up, dress beauty salon or dress color, dress, manners and figure.
4. Market forecast (market size, market prospect and growth trend analysis)
Prediction of service purchasing power: When this new service started, consumers were not familiar with it. We worked out the design scheme according to the economic strength of customers. Therefore, the purchasing power of the initial customers is weak, or they may not choose the whole design scheme, but only select a few parts. However, after a period of promotion, consumers will gradually become familiar with the service and realize that the purchasing power of customers will increase only if the whole design is the most effective.
Service content forecast: With the popularization of image design services, the company will expand its business and carry out various training activities according to customer requirements. For example, beautifying physical training, improving temperament and demeanor training and so on.
Market share forecast: the image design company established at this stage can be said to have seized the opportunity in the field of image design. To be sure, more companies will want a piece of the action. The advantage of our company is to provide customers with 5~ 15 years or even longer quality service from the year of graduation. The key is to let all college students know and trust our company. Our goal is that whenever people look in the mirror, they will think of the sun of the whole city. It is estimated that our market share can reach about 30%.
Resource forecast: human resources are the source of the company's development. With the increase of customers, we will hire more middle and senior designers and designers. According to our investigation, there is an image design school in Hangzhou, two in Shanghai and more than 20 in Beijing and Guangzhou. I believe that we can select excellent design stars from them.
5. Marketing plan:
Marketing strategy: In view of the limited economic strength of college students, we put forward the slogan "Beauty is actually very cheap" to let them psychologically eliminate price concerns. For white-collar workers, we will adopt "customized marketing", regard each customer as a separate market, and carry out marketing combination according to the specific needs of individuals to meet the specific needs of each customer.
Pricing strategy: We don't have a uniform price, but we have a clear price package. That is, the prices of services containing different contents are different. For college students, they often only need the design of clothes and manners, while white-collar workers need a complete set of design schemes. So the pricing is different. Our service is to sign the contract on time, and the customer pays 50% of the total amount as our customer service. After the expiration, the customer will make a comprehensive evaluation according to the contract between the two parties to see if the service we provide for the customer has created value for the customer. If the customer thinks our service is worthless, the user can ask for a full refund. Establish a membership system to provide different discounts (20% discount and 10% discount) according to the season and year.
Marketing means: In view of the particularity of this service, our marketers should change the image of ordinary marketers and have a certain temperament to represent the image of our company. It is necessary to send salesmen to universities and enterprises to sell face to face with consumers and hold lectures and promotion meetings regularly; Do color and clothing design for some consumers for free, and give away small gifts with our phone number and address for free; Contact the associations and clubs of major universities, become sponsors and start brands; Establish good relations with enterprises.
Establishing long-term service relationship: For our company, establishing long-term relationship with customers is the main factor to stabilize and improve market share. By compiling customer files, establishing customer information network, evaluating and analyzing customers, paying attention to customer needs, especially complaints, in order to improve customer satisfaction and loyalty. More importantly, if customers can feel happiness and dignity in our company. Image design often involves sensitive aspects such as customers' appearance and figure, so we must serve our customers on the premise of ensuring their self-esteem is not hurt.
Establish cooperative relations with major beauty salons, department stores and fitness centers: in order to make customers feel convenient, we will buy suitable clothes according to customers' requirements or guide beauty salons, which requires cooperation with corresponding institutions to achieve a win-win situation and help competitors turn into partners.
Part III Operation and Management
The following figure is the organization chart of the company:
Shareholder structure:
At present, the main shareholders of the company are:
Name of shareholder, amount of contribution, mode of contribution, proportion of shares and contact information.
XXX 880,000 yuan in cash 40%057 1-8892237 1
XXX 880,000 yuan in cash 40%057 1-8892237 1
Xxx40,000 yuan in cash 20%057 1-889223 13.
General manager:
Name _ _ XXX _ _ Sex _ _ Female _ _ Age _ 30 _ _ Native place _ _ Zhejiang _ _
Degree _ _ _ _ Master _ _ _ Major _ _ _ Investment _ _ _ Title _ _ _ _ Intermediate _ _
Graduate school _ _ _ _ _ Tsinghua University _ _ _ _ Address _ _ _ _ Hangzhou _ _ _ _ Tel _ _
Chief Designer:
Name __xxx__ Sex, Female age _28_ Native place _ Huzhou, Zhejiang _
Degree _ _ Master _ _ Major _ _ Fashion Design _ _ Title _ _ Senior Fashion Designer _ _
Graduate School _ Paris Saint Martin Art Institute _ Residence _ Hangzhou _ Tel _ _
Other personnel who have important responsibilities for the development of the company.
Name _xxx_ Sex _ Male _ _ Age _35__ Native place _ Ningbo, Zhejiang _
Degree _ Master _ Specialty _ Design _
Graduate School _ Singapore Institute of Image Design _ Residence _ Hangzhou, Zhejiang _ Tel _ _
There is no kinship between the company's directors and key management personnel, and there are no related business and family management problems in the company; There is no or potential conflict of interest among the directors, managers and key employees of the Company.
Our company has 13 full-time employees and 3 part-time employees. Full-time employees include designers, accountants and statistical analysts. General manager xxx is in charge of human resources and is also responsible for training and guiding the company's sales staff. Xxx will be the project design director and chief image designer. Xxx will continue to analyze the development of the industry and the needs of customers, formulate activities that meet the market demand, and be responsible for the company's advertising business. One full-time employee will be responsible for the promotion, and three full-time salesmen will be responsible for it sooner or later. Two temporary employees assist in handling telephone calls and answering customers' questions.
The contract signed by several managers stipulates that they will serve the company for at least five years from the date of joining Sunshine City. In the future, anyone who leaves his post shall not engage in business that is competitive with the company for five years from the date of leaving his post. In fact, these original founders invested a lot of manpower and money in setting up this company, and they will devote themselves to making it a successful image design company.
Remuneration:
The salary income of the three founders in the first five years is set at 30,000 yuan/year, which is slightly lower than the current salary level of people in the same position in this industry. The salary of other full-time staff will be calculated according to the sum of commission, basic salary and various fringe benefits (such as medical care and life insurance). ) depending on the position; Those who have worked for more than one year can enjoy two weeks' holiday every year. Part-time employees are supervised by the supervisor, and their salary is 5 yuan per hour. According to the experience of relevant experts, our salary is competitive in this area.
Incentive scheme:
Cultivating high-quality employees in this industry is one of the ways to retain old customers. The training of formal and temporary sales staff will be a continuous work. The management intends to provide extensive project training and induction training for employees. The training our employees will receive includes: product knowledge, business hours, telephone conversation skills, and understanding of membership contracts and company rules and regulations.
Our training plan is more systematic and formal than our competitors. Excellent personnel can be sent to prestigious schools for further study; Establish a promotion and elimination system so that every employee can see the opportunity of promotion; 3, 5 years later, open a branch office, so that excellent designers and marketers have the opportunity to become executives.
Human resources: We can cooperate with colleges and universities to establish a plan to recruit student employees, so that the company can retain a group of young and enthusiastic temporary employees who can work for two to four years.
The legal affairs of the company will be handled by Hangzhou Haitong Law Firm, which has rich experience and good reputation.
The fourth part of the enterprise operation plan
Select location: xxxxxxx
Business hours: 8: 30am to 165438+ 0: 30am; 65438+ 0: 30 ~ 7: 30 pm
It is open for 9 hours every day.
Service introduction:
City Sun will adhere to the artistic concept of "keeping pace with the times, creating life" and follow the principle of "customer-oriented", fully and carefully understand each customer's own needs, feelings and lifestyle, and carry out personalized image analysis and implementation plan from clothing, makeup, hairstyle, body language and etiquette.
According to the customer's budget, the clothing consultant will help the customer analyze and organize the wardrobe, make a purchase plan or accompany the shopping; The main job of a professional image consultant is to create a perfect overall image, and establish a personal style that matches personal characteristics according to the physical characteristics of customers, as well as their actual needs, ages, occupations, personalities and lifestyles, so as to clearly show the differences between one person and others. And cooperate with various occasions to design different images for them.
Specific content:
Exquisite decoration and design
Personalized hairstyle design and healthy body design
Personal best clothing color matching design; Design of self-expression skills in public places * * *
Facial features modeling makeup design personal body design
Fashion design, phonological design, etc.
Generally speaking, image design can include three aspects.
First, facial makeup modeling.
Facial makeup can be divided into facial beauty makeup method.
Facial correction makeup method,
The invention relate to a skin beauty makeup method,
Skin correction makeup method
Beauty methods for eyebrows, eyes, nose, lips, etc.
Eyebrows, eyes, nose and lips correction and makeup methods.
Second, hairstyle design and modification.
Hair design can be divided into hair design,
Finishing skills of special hair.
Third, clothing and clothing design.
Fashion design can be divided into fashion design,
Clothing matching, accessories to wear.
Development plan:
Adopt membership system
At the beginning of our business, in order to efficiently deliver information to the target market, we will sign advertising contracts with several radio stations popular with students, and the advertising cost of broadcasting is expected to be 500 yuan every half minute (prime time). We will also contact the associations of colleges and universities and send our advertisements in their promotional letters. Let it understand the benefits of membership.