Part III: Entrepreneurial Advantages
At present, this market on university campus is still blank, and the competitive pressure is small. Moreover, the initial investment is not very high, and now the state encourages college students to start their own businesses after graduation, with a series of preferential policies and loan support. Moreover, college students are often full of hope for the future. They have young blood, vigorous vitality and the spirit of "newborn calves are not afraid of tigers", which are all qualities that an entrepreneur should have. College students have learned a lot of theoretical things in school, and they have high-level technical advantages. Modern college students have innovative spirit, confidence and desire to challenge traditional concepts and industries, and this innovative spirit often creates the motive source of college students' entrepreneurship and becomes the spiritual basis for successful entrepreneurship. The biggest advantage of college students' entrepreneurship is that they can improve their ability, increase their experience and apply what they have learned. The biggest attraction is that through successful entrepreneurship, you can realize your ideals and prove your value.
Part IV: Budget
1. Coffee shop expenses
Coffee shop is a leased building. After consultation with the building owner, a house lease agreement is reached in the form of a contract. The contents of the agreement include the address, area, structure, service life, rental fee and payment method of the house. The advantages of leasing are less investment and short payback period. The budget is 1-15 square meters, and the start-up cost is about 9-12 thousand yuan.
2. Decoration design cost
The full rate of coffee shop, the turnover rate of desktop, climate, festivals and other factors have great influence on the income. The consumption of coffee shops is relatively high, mainly for students. The layout, style and materials of coffee shops and the design cost of coffee shop renderings, floor plans and construction drawings are about 6, yuan. 3. Decoration and decoration costs
The specific costs include the following.
(1) cost of exterior wall decoration. Including signboard, wall and decoration expenses.
(2) interior decoration expenses. Including ceiling, painting, decoration, carpentry, etc.
(3) the cost of other decoration materials. Glass, floor, lamps, labor costs should also be included.
according to the standard, the overall budget is 36 yuan/m2, and the decoration cost is * * * 36 * 15 = 5,4 yuan.
4. Purchase cost of equipment and facilities
The specific equipment mainly includes the following types.
(1) Sofas, tables, chairs and shelves. * * * 225 yuan
(2) Sound system. * * * Meter 45
(3) Cooking equipment, storage equipment, washing equipment, processing and heat preservation equipment used in the bar. * * * 6
(4) Bar, coffee cup, tea maker, various saucers, etc. * * * 3
water purifier adopts Midea brand, which can produce 12L purified water every day and sell 1 to 2 cups of coffee and other drinks every day, and the price is about 12 yuan.
Coffee machine. The coffee machine is an electronically controlled semi-automatic coffee machine. The price of coffee machine should be around RMB 35 yuan now, and it will not exceed RMB 1,2 with other accessories.
bean mill, the price is between 33 and 48 yuan.
The price of a smoothie machine is about one in 4 yuan. It should be noted that it is better to buy two, otherwise it may not be enough in summer.
generally speaking, in terms of ice making capacity, an ice maker should have a surplus. The ice-making capacity of this ice-making machine is 12kg per day. The price is slightly higher in 55 yuan, and the quality is better, so it can be used for many years, so it is more cost-effective.
5. The first stocking cost
includes the cost of purchasing common items and low-value consumables, and using various coffee beans, milk, tea, fruits and ice cream for the bar. About 1 yuan
6. Opening expenses
Opening expenses mainly include the following.
(1) business license processing fee, registration fee and insurance fee; Estimated 3 yuan
(2) marketing advertising expenses; It is estimated that 45 yuan
7. Working capital
At the initial stage of opening, coffee shops should prepare a certain amount of working capital, which is mainly used for the normal operation of coffee shops at the initial stage of opening. Estimated 2 yuan
***:
12+6+225+45+6+3+12+48+4+55+1+3+45. When drawing up the turnover target, we must comprehensively weigh it according to the current market situation, taking into account the business direction of coffee shops and the current price situation. According to the current floating population and people's preference for coffee, the daily turnover is estimated to be 4-8, which may fluctuate according to the different off-peak seasons
2. Purchasing plan < P > When purchasing operations are actually carried out, in order to make effective use of purchasing funds and achieve a balance in commodity composition, a purchasing plan must be arranged according to the set commodity content. Through the establishment of turnover plan, commodity plan and procurement plan, we can easily understand that in order to achieve business objectives, a coffee shop can effectively complete the product composition and flexibly use procurement funds, and all basic plans are indispensable. When a coffee shop has set its business plan, commodity plan and purchase plan, it can purchase goods according to the set purchase amount. After checking the purchase procedures and marking the price, it can be written on the menu. The next thing that must be considered is how to sell these goods effectively.
3. Personnel plan
In order to achieve the set business objectives, the operator must have a clear plan for the appointment of personnel and the assignment of work. Effective use of human resources and personnel training are all things we must consider.
4. funds plan
the distribution of operating funds is the key work of management. Generally, the operating expenses of coffee shops can be divided into personnel expenses (salary, meals, bonuses, etc.), equipment expenses (repair expenses, depreciation, rent, etc.), maintenance expenses (utilities, consumables, service expenses, miscellaneous expenses, etc.) and business expenses (advertising expenses, packaging expenses, business tax, etc.). It can also be divided into fixed expenses and variable expenses according to its nature. We should set a possible increase in funding for the actual performance in the past.
5. financial plan
the profit and loss plan in the financial plan can best reflect the operating results of the whole store. Coffee shop operators should control the income and expenditure of operating funds in order to achieve reasonable deployment and use of operating funds.
In short, the six basic plans listed above (turnover, commodity procurement, sales promotion, personnel, funds and finance) are indispensable for the management of coffee shops. Of course, some coffee shops can also make some other supplementary plans to meet the actual needs of their work in order to deepen their management.
Part VI: Market Analysis
From 28 to 217, China's coffee market experienced a stage of rapid growth, during which the compound growth rate of the overall sales of the coffee market reached 17%; The fast-growing market provides a broad market space for coffee producers. Foreign coffee producers such as Nestle, Kraft and UCC have increased their investment in China, laying a good foundation for striving for the leading position in China's coffee market in the future.
Coffee drinks mainly refer to instant coffee and instant coffee. In terms of instant coffee, the average annual growth rate of China's instant coffee market reached 16% from 25 to 29, showing the high growth and investment space of China's instant coffee market, which is still in the growth stage; In terms of canned ready-to-drink coffee, the average annual growth rate of China canned ready-to-drink coffee market also reached 15% from 28 to 21; In the next few years, the prospect of Chinese coffee and beverage will still be optimistic.
Nowadays, coffee shops are mainly operated in chain, and the market is mainly monopolized by several groups. However, because the coffee shops of several groups have no special theme, it is difficult to cooperate with young people who are particular about style. We have also considered the market competition of other beverage shops, but found that most of these similar industries do not operate in a self-help manner, and it is difficult for them to cooperate with efficient young people. Therefore, we think that opening a self-service theme coffee shop can meet the needs of young people, and there is still much room for development. Statistics show that China's coffee consumption is increasing year by year, and it is expected to become an important coffee consuming country in the world.
Part VII: Marketing Strategy
1. Analysis of competition in the same industry
Know yourself and know yourself, and win every battle. Coffee shop operators should always pay attention to competitors' business trends and product composition, and make in-depth comparison and analysis, so as to occupy a favorable position in business and ensure that they adopt more effective sales strategies than competitors.
coffee shop operators must never ignore market intelligence, and must keep abreast of the latest relevant data and information. According to the characteristics of coffee shop address and customer characteristics, we will continuously improve the quality of products and services, increase the frequency of customers coming to the store, and then improve the performance of coffee shops.
2. Sales promotion plan
The basic feature of coffee shops is that they are open at designated locations. However, at present, the market competition is increasingly fierce. In order to make the performance develop vigorously, coffee shops can no longer passively wait for customers to come to the store, but must actively attract customers to the store. Therefore, the implementation of sales promotion activities and the appeal of publicity effect are equally indispensable. Generally speaking, small coffee shops can't invest huge advertising promotion expenses compared with large coffee shops, so they should "spend small money to make big advertisements". Posters, leaflets, mail letters and other promotional means can be used.
3. Daily operation plan
How to draw up the operation plan? For coffee shops, the most concerned issue in the whole operation process may be the daily turnover. Every coffee shop often has a business goal, and even a location and commodity goal is set in more detail as a benchmark to measure the daily business situation.
when drawing up the daily operation plan, it is necessary to complete the overall operation plan according to the set operation policy, the forecast of turnover, the forecast of target inventory, the forecast of loss, the forecast of purchasing amount and the forecast of scheduled gross profit. Because the whole planning process must be based on data, the establishment of database information is a necessary condition for making sales plans. Even a small coffee shop should be based on data, so as to have an objective measure, rather than relying solely on impressions, feelings and observations.
Part VIII: Growth and Development
The target consumer groups of coffee shops are mostly college students, and they are located at the intersection of business districts, university campuses and intersections, with moderate rent and high decoration requirements, which increases the overall investment cost. The most important thing for college students to start a business is their mentality. On the basis of accurate positioning, they should have confidence in the development prospects, and they should not be anxious and blindly adjust their business strategies. It is a good wish to run a coffee shop, but you must have sufficient psychological preparation to succeed step by step, so you must have a relaxed attitude. Business plan of college students' coffee shop (3)
I. Project strategy
(1) Business environment
Open a distinctive coffee shop near South Street where all kinds of people are concentrated, providing coffee and cakes of all grades, so that students, ordinary workers and white-collar workers can find coffee suitable for their own consumption level; Provide elegant and independent private rooms, so that couples or business people have their own private space.
(2) Advantages and disadvantages of oneself
1. Advantages:
(1) My family has been in business since childhood, knowing how to run stores since childhood, not being afraid of strangers, and being able to communicate with others better. I have also received many years of basic education and have relatively perfect basic knowledge and personality.
(2) College students are one of the most innovative people. We college students are often full of hope for the future, with young blood, vigorous vitality and the spirit of "newborn calves are not afraid of tigers".
(3) "Policy advantage" is one of our advantages. The inclination and support of policies, such as preferential loans, tax relief and legal protection, is a great guarantee for our college students to start their own businesses smoothly.
(4) I have run a coffee shop near my store, and I have a certain understanding of the business model and the needs of various people. At the same time, I like coffee very much, and I will taste coffee.
(5) After four years in school, some like-minded friends in many majors can form an entrepreneurial team. Everyone will have their own advantages, so that synergy can be generated when the entrepreneurial team is formed. Because there is a certain emotional foundation, the stability of the team is relatively better.
2. Disadvantages:
(1) Being eager for success, lacking market awareness and business management experience. Although I have mastered some book knowledge, I lack the necessary practical ability and management experience after all. In addition, it is difficult to be competent for the role of enterprise manager at once because of the lack of sufficient understanding of market and marketing.
(2) The comprehensive quality is weak. First, there is a lack of knowledge of management, law and venture capital. Although I have seen some management knowledge in school, I am relatively lacking in personnel management, financial management, material management, production management and marketing management, economic law, taxation, intellectual property law and so on.
second, market analysis
(I) analysis of the present situation of coffee industry
The coffee terminal sales markets are: coffee and western-style fast food chain stores, star-rated hotels and western restaurants in turn. Among them, cafes and western-style fast food chain stores are mainly composed of Shangdao coffee, Starbucks coffee, real pot coffee, McDonald's and Pizza Hut. The average monthly sales of these chain stores are 21.18 tons, accounting for 3.18%, followed by star hotels with an average monthly sales of 16.47 tons, accounting for 23.47%, and western restaurants with an average monthly sales of 13.53 tons, accounting for 19.28%. With the development of the times and the further change of people's life concept, the coffee industry is also developing at a rapid speed.
(II) Market research
The survey results show that consumers think that the price of a bottle of coffee is 31-5 yuan has the highest choice rate, reaching 39.%; Secondly, it is considered that the price of each bottle of coffee is 51-the most suitable ratio in 1 yuan is 28.6%; 18.7% chose below 3 yuan; The consumers who think that the price of each bottle of coffee is 11-9.8% in 15 yuan; Few consumers choose other price ranges. From the survey data, we can draw the conclusion that consumers think it is appropriate to set the price of each bottle of coffee at 31-1 yuan.
Among consumers aged 18-25, 44.% think that the price of a bottle of coffee is between 31-5 yuan. It is considered that the price of each bottle of coffee is set at 51-the most suitable consumer ratio in 1 yuan is 26.8%; It is considered that the most suitable consumer ratio for setting the price of each bottle of coffee below 3 yuan is 18.5%; Consumers in other price ranges have fewer choices.
the higher the income, the more consumers are interested in coffee.