(2) The implementation time involved in this plan is within three months after the graduation of the students from the School of Art and Design of Yunnan University in 2006.
(3) Starting this plan is based on the current domestic employment market situation of college students and the mentality of recent graduates: the continuous expansion of university enrollment has led to a sharp increase in the number of college students in recent years, which has also brought about the problem of difficult employment for college graduates; Moreover, it is difficult for fresh graduates to reach a unified opinion with professional demand companies, and some fresh graduates choose to start their own businesses; We seize this opportunity to open the door to a successful life and salvage the first bucket of gold in life! (4) The main objectives of this commercial marketing plan are: to gain the market share of Kunming coffee market, gain profits, and open chain stores within half a year of the implementation of the plan; And through the share-raising responsibility system, the unemployment rate of college students will be reduced when fresh graduates graduate, thus avoiding the embarrassment that graduation equals unemployment.
(5) To achieve the above profit targets and plans, we should mainly make use of the professional knowledge, enthusiasm and the spirit of "cross the rubicon" of the fresh graduates from the College of Art and Design of Yunnan University to reduce the investment cost and make full use of every resource.
Through the investment analysis of this plan, the market risk of realizing this plan is less than 5%.
(6) For this project, we need to increase the production investment by about 500,000 yuan. As the main creative team of this project, we can invest 400,000 yuan in advance, of which100,000 yuan is the working capital.
There is still a gap of100000 in this project, which needs to be solved by bank loans or other financing methods.
Second, the project market positioning and analysis 1
Market Positioning (1) Description of products and services: ① Product description: Professional coffee is the main product, combined with fine western food, Chinese and western set meals, exquisite snacks and water bar drinks to meet the needs of consumers.
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Coffee: mainly pure coffee, introducing exquisite fancy coffee, such as: blue mountain coffee, mandolin coffee, cappuccino Irish coffee, etc. 2
Western food: mainly imported steaks, such as filet mignon, sirloin steak, T-bone steak, etc. three
Fashion water bar drinks: such as papaya milk, banana milk, Hong Kong-style milk tea, etc. four
Make some cold drinks, hot drinks, snacks, salads, etc. according to different seasons (see Annex 1 for the food menu).
② service description: provide excellent environment and service for guests, let consumers show a taste, experience a culture and place their emotions here, and make coffee bar the first choice for business leisure and friends gathering.
These businesses do not conflict with the property of the owner of the investment site.
On the contrary, it can complement the tourist advantages of the owners of investment places.
(2) Competition comparison: Peer competition pattern is beneficial to us and can better enhance our popularity.
Relatively speaking, our coffee shop environment, management level, product and service quality and cost performance all have considerable advantages.
(3) Resources and technology: Coffee shop is an industry that requires scale and grade, and it is also an industry that requires strict products and services. After all, it has a high consumption color, and consumers must care about the full embodiment of their consumption value.
(4) Style: The coffee shop is a warm and romantic style, providing customers with high-quality service and aristocratic enjoyment, striving to create an elegant, comfortable and leisure consumption environment, and guiding consumers to change their consumption concepts to advocate nature and pursue healthy cultural tastes.
(5) For consumer groups: business travelers, successful people, young people who pursue fashion trends.
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Location selection market demand: fixed old customer resources
Office building and hotel customers
Shopping and entertainment places
Mature residential community
Foreign companies and many IT companies, advertising companies and other emerging industries in the region.
There are many schools in this area, among which faculty and students' couples are also potential customers.
(2) Location selection: Considering that we are a specialty store for business, leisure and art coffee, it is suggested that the cooperators choose the location in high-end office buildings, CBD business districts, high-tech parks, art communities, business and leisure areas or other places with market gaps; Therefore, we chose Wen Lin Lane (Foreigner Street), but because the rent of this street is relatively high and the area of the cafe should not be too small, we chose to rent a building. However, because the storefront on the first floor is not very useful for the cafe, we rented a part of the shop on the first floor to share the rent for us, leaving a small entrance. The cafe uses the second and third floors, with a total area of *** 150 square meters.
Reason: Wen Lin Street, also known as Foreigner Street, is located in the beautiful Cuihu business district, which is a cultural and leisure business district with pure antique style; With a total construction area of about 2700 square meters, it is located in the core area of Kunming Central Cultural District, integrating western-style catering, special shopping and leisure. The surrounding area of Cuihu Lake has always embodied a typical cultural economy, which is adjacent to Yunnan University, Normal University and Yunnan School for Nationalities. The developed campus economy has contributed to the development of a long cultural profile. Wen Lin Lane is next to the school where we have lived for four years. We know the surrounding environment and the living conditions of people in this street like the back of our hand.