Model essay on the project planning of 2020 tea shop (1) I. Basic scenario
1, enterprise name: xx tea shop.
2. Industry type: retail.
3. Organizational form: individual industrial and commercial households.
4. Main business scope: The commercial street of xx College is a central gathering place for people.
5. Place of business: near xx University.
6. Area: It covers an area of about 100 square meter.
7. Reason for choosing this location: Because there is no shop specializing in milk tea in the college, this location is an area where people are concentrated, with convenient transportation and very broad market prospects.
8. Members: one operator and two waiters.
Second, the project overview
I am a college student, majoring in marketing, and I have been interested in business since I was a child. I'm going to graduate from college now. With my hobbies and longing for my career, I have been expecting to open my own tea shop to increase my income. Many tea shops attracted me, and I was very interested in them because of my insight when I went to drink tea. According to my experience, financial situation and understanding of today's society, I decided to act cautiously and think twice before acting, because there are necessary risks and I am inexperienced.
With the continuous improvement of residents' living standards, the consumption of college students is getting higher and higher. Pursuing environmental protection and healthy consumption has become a way of life, so we plan to sell some milk tea products to provide leisure and entertainment places for college students, and customers are the first. This is our goal.
Third, market research.
Tea shop is an entrepreneurial project with low capital investment, wide consumers, fast recovery cost and easy to find. Generally, except for the store rent of about 3 months, labor and daily expenses, the management of tea shop does not need much working capital, which is very suitable for small enterprises to start their own businesses.
Milk tea has a good development trend and great potential. However, we should pay attention to the following points:
1, management should have characteristics. There is no market for products without characteristics.
2, the quality is better and the taste is consistent. After contact with many colleagues, we have achieved great success in this respect.
3. Small shops should also be managed professionally.
4, timely understanding of consumer preferences and peer products, timely adjustment of products and tastes.
Fourth, the investigation of other tea shops.
1. Store hardware survey. It mainly includes: the investigation of the location, appearance image, building structure and operating facilities of competitive shops.
2. Shop display layout survey. It mainly includes: the investigation of the floor composition, plane layout, regional division, commodity display and shop atmosphere creation of competitive shops.
3, commodity skills survey. Investigate and analyze the variety, price, quality and supply of milk tea in competitive shops.
4. Shop management survey. Promotion, replenishment, display, environmental health investigation.
Model essay on the project planning of 2020 tea shop (II) I. Introduction of the project
Our store is an entrepreneurial project with less capital investment, wide consumers, fast recovery cost and easy to find. Generally, except for the store rent, labor and daily expenses of about 3 months, the operation and management of tea shops do not need much working capital, which is very suitable for small enterprises to start their own businesses. The name of our shop is xx, which is easy to remember and remember. Our goal is to attract customers and make big profits with the unique characteristics of ordinary tea shops. After a year to build the reputation of "xx", establish the brand effect, accumulate funds, and expand the business to other markets through research and pilot, so as to obtain greater benefits. Through continuous reform and gradual improvement in the course of operation, we will form a reputation, expand market share, and form a chain of "Tea Story" tea shops.
Second, the industry analysis
Milk tea and coffee belong to mass consumption, with many consumers, mainly young students. Both the current market demand and the future market demand are great, but the competition in the tea shop industry is also fierce. We must make characteristics in order not to be eliminated and stand out in the industry. At present, most tea shops have the same taste. If you want to do it well, you must innovate, such as adding new tastes and using strange and interesting cups to make customers feel refreshed. At the same time, we should pay attention to the hygiene of the tea shop, so that customers will feel clean and fresh as soon as they enter the tea shop.
For the pricing of products, we will set different prices according to different tastes, generally around xx yuan, which is the same as the average market price. We seize the market share with the competitive advantage and the quality and characteristics of our products. Because there are many similar stores, it is difficult to enter the industry, and most customers have inertia consumption psychology, so it is difficult to gain a competitive advantage in the industry. Therefore, at the initial stage of opening, you will get a pass to enter the market with high quality and low price, there will be promotions and special offers, and products and services will be introduced.
Three. Product/service introduction
Our shop mainly deals in all kinds of coffee and milk tea. In addition, in order to meet the consumer demand, we also deal in double-skin milk, shaved ice, milkshake, various juices and drinks, and various snacks, such as melon seeds and roasted wings of various flavors. In order to attract customers, our store will continue to try to develop new varieties of milk tea, which will become the recommended drink this week and will be sold on sale two days before its launch. If the response is good, it will become our characteristic product. In order not to be imitated and surpassed, we will constantly introduce new products, holiday products and anniversary products. For example, Valentine's Day: lovers' milk tea, Singles' Day: single milk tea. Constantly attract customers because of their own characteristics, make customers impressed with our store, gradually form a word of mouth, and become an intangible brand asset of enterprises.
In addition, the seasoning technology can be combined with the requirements of wine blending process, which is a qualitative leap and an artistic enjoyment. The main ingredients of milk tea are: milk powder, tea, sugar, water (and ice) and spices (including pearls in bubble tea). The taste of milk tea made of different water is very different. Do you use tap water? Or mineral water? Or mountain spring water? Seawater? Filter water? This is completely different. Although the mountain spring water is expensive, it tastes good and the products are good to have repeat customers. So is ice, and the process of making ice will also seriously affect the quality of each cup of milk tea. Therefore, for the long-term development of the enterprise, the operators really learned the technology of milk tea.
Basically understand:
1, learn to taste milk tea.
2. Raw material formula.
3. Seasoning amount and time.
4. Application of equipment and seasoning temperature.
5, seasoning techniques.
6. Preservation of milk tea.
7. Packaging requirements of milk tea.
8. Changes in milk tea, including sample change and qualitative change, such as pulling flowers.
Fourth, the store location.
Milk tea is a fast-consuming leisure drink, which is completely dispensable. Therefore, if the location is not good, no one will go to Wan Li to have a cup of milk tea with you. The bustling location is the best choice. This does not need to be considered, but the high cost of busy lots has to be considered. Therefore, we should find a venue according to our own investment ability and competitiveness, look at the present situation of shops and estimate the future development. It is necessary to evaluate the level of sleeper consumption, and it is not appropriate to invest heavily in places with low consumption; Similarly, don't invest low in places with high consumption. We should also consider whether there are peers nearby or around, the price and quality, whether the shops we are looking for are competitive, whether there may be competitors in the future, and so on.
Especially for investors who are short of funds like us, in the calculation of breakeven, we will determine the location of the store according to the data that "the rent of the opposite store shall not exceed 15% of the average minimum turnover". The school is surrounded by a very good location, with many students and more consumption. What needs to be added is that most customers who buy milk tea are women, so if there are many girls, especially young girls, it is undoubtedly a good place to go.
Verb (abbreviation of verb) decoration and equipment procurement
Decoration is designed according to investment quota, consumption level and product collocation. Decoration style should be in line with consumption power, comfortable and hygienic, simple and generous. Especially for young people's ideas, it is necessary to design more distinctive and let young people like it. Pay special attention to the process design of the bar, design the scheme according to the product demand and equipment, and consider the space required for product promotion and equipment addition as much as possible while running smoothly. This also includes hydropower layout and hydropower requirements.
Model essay on tea shop project planning in 2020 (III) I. Planning summary
Name: milk tea chain store.
Main products: all kinds of milk tea drinks and magazines.
Scope: College students consumer groups. College students consumer groups. College students' consumption groups.
Business philosophy: lead college students' consumption view with young and fashionable taste.
Personnel organization: each chain store has at least two staff members.
Capital requirements: various certifications, licenses, initial fees, store decoration, purchase of related supplies, staff recruitment, rent, utilities, staff salaries (half a year), advertising fees (leaflets) and working capital.
The future of this project: As long as the drinks in the store can always meet the consumption tastes of college students and young people, with the steady operation of the store, it will definitely gain a foothold in the market.
Second, the market forecast and analysis
For a long time, college students are a huge and special consumer group. Many universities have their own university towns, where food, accommodation and entertainment are all available, and consumption should not be underestimated. So first of all, I suggest you open a shop in the university town. Although college students are not rich, they spend a lot of money. They will be ecstatic because they have found a cheap and good dress, and they will be happy to enjoy the same delicious and cheap food. Among them, price, quality and fashion are the main factors to attract college students' consumption.
When college students buy goods, the first consideration is price and quality. This is because college students in China are different from those abroad. Their financial resources mainly come from the support of their parents, and they don't earn much from part-time jobs. This makes our disposable money fixed every month, about 300-800 yuan, and generally less than 2,000 yuan for a better family, which is mainly used to pay for food and daily necessities. Due to the limited spending power, college students are often very cautious when spending money, and strive for "value for money".
When choosing what kind of store to open, we need to know the mentality of college students. As far as I know, opening a restaurant in a university is much more profitable than opening a clothing store. Guided by the old saying that "food is the most important thing for the people", the most lively place in the university town is the food street. Shaxian snack, Lanzhou Lamian Noodles, Sichuan Mala Tang, and Nanjing soup dumplings all converge in one place, so people are naturally full. Look at these snack bars, the prices are much cheaper, and a meal basically does not exceed 10 yuan, and because of the large passenger flow, the boss is not afraid of not making money.
Opening a food store near the university has great market potential. First, the rent is cheap, and second, the passenger flow is guaranteed. As for chain stores, I think it is better to run them together with milk tea chain stores. Convenience stores are generally open 24 hours a day, and schools generally have schedules. It will be a waste to run convenience stores at night. If it is an ordinary supermarket, college students will patronize but only buy urgently needed items. As for bulk purchases, they usually go to large supermarkets where things are cheaper. Tea shop, first of all, satisfies the current college students' mentality of pursuing the trend. Milk tea tastes good, it is sold now, and the cup body is beautifully designed. In cold winter or hot summer, it is the favorite of college students. As long as it has a new taste, everyone will compete to taste it. Secondly, the price is cheap, and the most expensive cup of milk tea will not exceed 10 yuan, which is easy for college students to accept. Finally, the employees of tea shops are generally about the same age as college students, and there is no obstacle to communication, so that the passenger flow is guaranteed.
Third, industry analysis
Today, the development of tea shops is booming. There are lovely and fashionable tea shops everywhere in the city center and the streets. It can't be said that the front of the shop is crowded, but it can also be said that there is an endless stream. There are many tea shops. If you want to stand on your feet, you must rely on innovation. In today's increasingly competitive society, innovation is the top priority. Putting a cake stand in the tea shop and putting some fashionable Guandong cooking is very innovative and can increase the turnover of the tea shop. The key is to meet the market demand. As for opening a tea shop in the university town, it is suggested that the store decoration should be as fashionable and avant-garde as possible, and it can be designed as a bar to facilitate college students to come in for tea and chat. At the same time, you can put a bookshelf at the door as a newspaper room and put some latest magazines for sale.
Milk tea is cheap, even if the financial turmoil blows badly, people's consumption of milk tea will not decrease. After all, those so-called luxury goods are really unattainable compared with milk tea with less than 5 yuan. As for the development, first, the brand must be guaranteed, and the brands of the tea shops you join have a good reputation, such as the tea storm and the tea workshop. Second, we should actively develop new flavor varieties and launch milk tea with different flavors every season. Third, we should always understand the mentality of consumers, do a good job of publicity and expand the brand effect.
Fourth, financial planning.
Financial planning generally includes the following contents: preparation of cash flow statement, balance sheet and income statement. Among them, liquidity is the lifeline of chain stores, which needs to be carefully planned in advance and strictly controlled in the initial or expansion stage.
The income statement reflects the profitability of chain stores, which is the operating result of chain stores after a period of operation; The balance sheet reflects the situation at a certain moment, and investors can use the ratio index obtained from the data in the balance sheet to measure their own operating conditions and possible return on investment.
Verb (abbreviation for verb) risk and risk management
At the initial stage of operation, tea shops may encounter basic competitive risks and technical risks. As for competition, it has been said above that we should rely on innovation and recruit some employees with experience in tea shop management. Secondly, consider how to expand your capital base. Finally, how will your five-year plan perform in the best and worst cases? If your estimate is not so accurate, you should estimate how big your error range is. If possible, make the best and worst settings for your key parameters.
Model essay on the project planning of 2020 tea shop (IV) I. Introduction of the project
(1) project background
Xx Tea was born in xx District, xx City in 20xx. Adhering to the concept of making every cup of tea with heart and making every customer feel healthier and more delicious, xx Tea has developed from a small bubble tea shop in the business circle of National Taiwan University into a boutique fashion tea chain company with nearly 200 stores in Taiwan Province Province in just five years. I admire Chinese mainland's long-standing tea culture, and deeply feel that although the mainland beverage market is contending, xx tea entered the mainland market in 20xx, aiming to let more people in China experience high-quality xx tea culture by providing chain service of fine tea.
(2) Project introduction
"Brand is the guarantee of quality". Although some people say that they are not superstitious about brands, they still agree with this statement. Opening a branded tea shop will make consumers feel more at ease. Xx tea insists on always insisting on quality and health! Achieve the first brand of healthy drinks! The principle of product development, bringing the healthiest products to consumers is the pursuit of xx.
(3) Market prospect
What is sold now is milk tea, which is one of the favorite drinks for young people and urban white-collar workers. Drinking milk tea has become a fashion trend. And with the popularity of milk tea, their demand for milk tea will be greater, and the milk tea market will be broader. Moreover, there is no difference between off-season and peak season, and milk tea can be made all year round. The ups and downs of the market will not be too great, and the income is guaranteed.
The target consumers of xx tea are young people and urban white-collar workers, which fits the mainstream consumers of milk tea. Its market segment is the mid-range market, with outstanding quality. With the improvement of people's living standards, the demand for quality is getting higher and higher, and inferior milk tea will inevitably be eliminated. It is an inevitable trend that milk tea tends to be quality.
Second, the industry analysis
(A) the status quo of the industry
The beverage industry to which milk tea belongs is constantly developing, and various products emerge in an endless stream. Milk tea develops rapidly because of its variety and changeable taste. With the emergence of bubble tea in Taiwan Province Province, milk tea has quickly swept the country, and various milk tea shops have mushroomed in the streets of the city. After more than ten years of evolution and development, consumers tend to be rational in their consumption of milk tea and pay more attention to its quality. This has slowed down the development of milk tea shops, and investors have become more critical about the quality of milk tea.
The rapid development of tea shops also means fierce competition for milk tea. Milk tea is also developing in two opposite directions: first, middle and low-grade milk tea shops fight price wars to win more customers; The other is the quality of high-end tea shop, which has excellent quality, good environment and high price. Both have their own consumer groups, but the consumers of milk tea are more middle class. Therefore, a tea shop with moderate price and guaranteed quality will be more favored by consumers.
(B) SWOT analysis
1, advantage analysis
(1) Milk tea is sold and drunk now. Moreover, most of the products of the tea shop can be used as both cold drinks and hot drinks, and there is a market all year round.
(2) Milk tea is generally divided into three aspects: main ingredients, auxiliary materials and additives. The main ingredients are red beans, peanuts, pearls and raisins. Therefore, while drinking milk tea, there is also a pleasure of "eating". Other drinks provide a single additive, which cannot be compared with milk tea.
(3) The facade can be large or small, with small one-time investment, low risk, short investment return period and high rate of return.
(4) The technical threshold for opening a tea shop is low and the operation is simple. It can be operated in a few days after training, and there are few operators, usually about three.
(5)xx milk tea has more than 10 series and more than 100 special products, with a wide range of products and strong selectivity. Xx milk tea includes milk tea, fruit juice, tea, smoothies and coffee series.
(6)xx milk tea has the guarantee of brand and quality, and adheres to the product development principle of "zero creamer and zero fruit powder".
2. Disadvantages: analysis of disadvantages
(1) The low threshold of capital and technology for tea shops is both an advantage and a disadvantage. Because of the low threshold of capital and technology, there are many people who can open milk tea shops, and the milk tea market can easily reach saturation, and the focus of competition is price competition.
(2) The added value of milk tea is low, so we can't dig the connotation worthy of aftertaste.
(3) The business of tea shop depends largely on the location of the shop. Consumers who buy milk tea generally conform to the principle of proximity and will not run far for a cup of milk tea.
(4) The quality of the store's products directly depends on the quality of the raw materials he uses. Moreover, the source of raw materials is transparent, and successful shops are easily copied by others, making it difficult for shops to operate for a long time.
(5) Due to the media propaganda, consumers' cognition of milk tea is wrong, and they think that milk tea is "pigment water with essence and sugar".
(6) Without the ability to research and develop raw materials, we can only passively accept raw materials provided by manufacturers, so that our products are not unique.
3. Opportunity: Opportunity analysis
With the continuous promotion of xx milk tea, the "zero creamer and zero fruit powder" emphasized by xx milk tea has formed a deep impression in the minds of some consumers, and it is used as a quality standard to measure milk tea. Therefore, as long as xx milk tea franchisees spare no effort to publicize and emphasize this concept and make it deeply rooted in people's hearts, consumers will take it as the quality standard for evaluating milk tea. When other brands can't do this, they will naturally choose xx milk tea. "Zero milk essence and zero fruit powder" is the USP of xx milk tea, which is a unique consumption proposition.
4. Threats: threat analysis
(1) The quality of tea shops is uneven, and the price of middle and low-grade tea shops is relatively low, which is attractive to some consumers.
(2) Milk tea is a substitute product, and consumers can choose other drinks to replace milk tea. Therefore, opening xx tea shop should not only compete with other milk teas, but also compete with other kinds of drinks.
Third, product introduction
Xx milk tea has developed more than 10 series and more than 100 products, which are divided into three types: cold, warm and hot, and have a market all year round. Moreover, xx milk tea will launch new products every season, as the main product of this season, to ensure the upgrading of products. Xx milk tea menu can be adjusted freely according to local actual situation and sales situation.
Fourth, the store location.
In addition to the location around the university, we can also choose shops with low cost and great value-added potential from the aspects of regional economic development trend, income level, planning and population quality, and from the aspects of passenger flow, quality and quantity of purchasing power, and quality of shops themselves. Specific reference is as follows:
1, location of regional stores
Xx shopping center/large supermarket/commercial pedestrian street.
2. Flavor food street in the dining area
Entertainment area, playground/large entertainment square/tourist resort.