A plan for opening a coffee shop, Starmargin Cafe.

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

-- Starmargin Cafe

(member: XXX)

Table of contents:

General situation of coffee shop

(1) Business hours

(2) place of business

(3) Business model

(IV) Target groups

(5) main business

II. Market analysis

(1) questionnaire design and analysis of data results

(2) Analysis of market conditions and market positioning

1. Consumer demand analysis

2. Analysis of the advantages and disadvantages of competition.

Third, storefront design

(1) the principles of image design of cafes

(2) recruitment design of cafes

(3) window design

(4) Lighting effect of cafe

(5) Color and sound

(6) in-store design

IV. Operation plan

(1) Product features

1. Coffee

2. Cake

3. Constellation cookies

4. Milk jelly series

(2) meal plates

1. Product price list

(3) A brief introduction to Coffee of the 12 constellations

V. cost budget

(I) initial financial budget

(II) input-output analysis

VI. Analysis of marketing strategy

(1) Marketing plan

(2) specific marketing methods

General situation of coffee shop

With the rapid development of economy and the mutual infiltration of Chinese and Western cultures. As a leisure drink, coffee is favored by more and more people. Especially in the university campus, with the improvement of the consumption level of college students, coffee drinks are increasingly becoming a trend. According to market research and analysis, the opening of the first such targeted theme coffee shop in the Xiaoheshan campus of Zhejiang Foreign Studies University has been recognized by the students, and the theme coffee shop has become a potential demand on campus.

(1) Business hours:

Monday to Friday: 12:00-24:00

Weekends and public holidays: 11: 00-2:00 the next day.

(2) place of business:

The constellation coffee shop is planned to be located on the side of Building 3 in Xiaohe Mountain. The shop covers an area of about 150 square meters and is expected to hold up to more than 80 guests at the same time.

(3) Business model:

The school rents venues, individual contractors, employs full-time staff and some students part-time, and is responsible for its own profits and losses.

(IV) Target groups:

The customers of the coffee shop are the students of Zhejiang Foreign Studies University, the students of the University of Technology of the nearby Academy of Science and Technology, and some of the teachers in the school who have a young mind and want to be close to the students' life.

Students are easy to accept new and special things, and new places, coffee shops and coffee jellies are the most suitable for them. In addition, students from nearby colleges and universities are also customers of this coffee shop, where they can meet the beautiful and handsome guys of our school. The lively young atmosphere must also be able to come with the teacher.

Here can provide a good environment for people with special environmental needs, and friends who pursue fashion or like to socialize must come here.

(5) main business

1. Daily operation

Day business: mainly selling drinks, including a takeout window for students to buy at 00:00, delivery of drinks and cakes, and noon rest for teachers and students.

Night business: for the majority of students to provide a quiet, comfortable and warm autonomous learning environment as the goal, so that consumers can enjoy humanized service while learning.

2. Characteristic management

The characteristic management mainly includes Friday theme bar and hosting activities and allowing students from the art class to come here to paint portraits of customers (paid or free).

Friday theme bar will be held every Friday night, mainly for theme-specific activities, such as dances, English corners, and special theme exchanges (such as hot topics, etc.). The theme of the weekly event will be announced on the blackboard one week in advance, and the theme of the event will be exchanged. In addition, in order to meet the needs of consumers, the theme of the theme bar will be open to all consumers.

Undertaking activities mainly include birthday party, farewell party and so on. It will be held irregularly according to the needs of the students. In order not to affect other consumers, contracted activities should be booked about a week in advance and will be posted on the exchange blackboard after the reservation is successful.

The number of painters in the portrait service is limited to about three people a day, and the store charges a meagre nominal fee for the painter.

II. Market analysis

As we all know, our campus coffee shop today still belongs to the blue market stage, with theme culture.

Coffee shops are even rarer. Now our team has launched a constellation-themed coffee shop. We believe that this marketing concept can match young people's pursuit of novelty, personality and efficiency.

(1) questionnaire design and analysis of data results

For the coffee shop, the whole school teachers and students of Zhejiang Foreign Studies University and the expansion of the later period are based on the whole Xiaohe.

For the market positioning of teachers and students in Mountain higher Education Park, design a questionnaire to get first-hand information from the target market, and then analyze it. The questionnaire needs to involve questions such as whether you have a habit of drinking coffee, your interest in our constellation coffee shop, your special needs for the drinking environment, what kind of service you want us to provide, and how you feel about the price.

(2) Analysis of market conditions

1. Consumer demand analysis

Even if it is the same product or the same kind of product, or similar market, there are many levels.

Diversified consumer demand. The reason for this difference lies in consumers' individual or group preferences, income status, cultural background, age, customs and so on. Each of these elements may lead to changes in its requirements.

(1) We divide the target consumer groups according to the age, income and cultural background of different consumers.

As follows: [plan for opening a coffee shop-- planning book]

① student consumer group:

a. Freshmen:

Freshmen come to a new school to start a new life, but the sources of information are narrow, mainly for counselors, posters of school community activities, and recommendations from seniors. It is obvious that there is an extreme lack of a platform to meet more new friends and know more information inside and outside the school, so that our constellation coffee shop has the value of birth. Freshmen have relatively sufficient spare time, so they are expected to become our main consumer group.

b. Sophomore:

After the confused period of freshman year, the students at this stage have already had their own understanding of college life.

And opinions. It is conceivable that their consumption behavior has appeared a higher level of spiritual demand from the material needs of freshmen. Where there is demand, there is a market, and it is also a market of great development value. Generally speaking, some sophomores are looking for part-time jobs, which increases their disposable income. A group of students start a love life and need a warm and romantic atmosphere. Thus it can be seen that there is a lot to be done for the couples market. By choosing the appropriate type of coffee through constellation analysis, we can also provide self-help and production services. if self-help believes that it can also promote the relationship between lovers and save the labor force of the coffee shop, why not do it? Consumer satisfaction is our unremitting pursuit! ② teacher consumer group [coffee shop planning plan-planning book]

a. Young teacher:

Due to the special situation of the Xiaoheshan campus of Zhejiang Foreign Studies University, some teachers will have a lot of free time after arriving at Xiaoheshan campus by school bus. We can attract them to our constellation coffee shop to spend money. Young teachers have a strong ability to accept new things, so they will also be the main consumer group in the coffee shop. In such a cozy atmosphere, it must be a pleasure in the world to understand the knowledge of constellations and analyze students' character and school trivia.

b. Other teachers:

Relatively speaking, this kind of teachers are less receptive to new things and do not have more time and interest.

If you are interested in spending in a coffee shop, you can be regarded as a mobile customer. Therefore, the demonstration effect has a great influence on them. We can establish a good image and attract more consumers.

Other customer bases of ③

Social consumer groups, such as friends' visits, parents' visits, college exchanges, etc., also constitute mobile

Consumer groups. The coffee shop provides them with a good place for communication, study and entertainment.

(2) according to consumers' individual or group preferences, we divide consumers into the following categories: those with special needs in ① environment.

Although the consumption of students does not include the consumption of Western culture as the white-collar stage, but for coffee

There is a certain demand for the special environment of the hall. Most people use the coffee shop as a place to discuss, communicate and communicate with friends, classmates and customers. In addition, some people use it as a place to think, be alone, or deal with personal work.

② fashion pursuer

As college students are young consumers who pursue fashion, they pursue taste and publicize their individuality.

Not limited by the fixed model and framework, consumption power is generally limited, but the group size is large, couples can be considered to recommend, the annual Chinese and foreign Valentine's Day is particularly obvious. Our coffee shop, which is rich in constellation-themed culture, is an ideal place for people in pursuit of fashion to meet and socialize. Enthusiasts of ③ special events

Colleges and universities are not only a place where intellectuals gather, but also a cultural center. They are more willing to enter

Culture and other exchanges and communication, coffee shops because of its elegant environment will generally become the preferred place for them to carry out such activities. In addition, thematic activities such as cultural exchanges will also attract such consumers. At the same time, we plan to extend the wireless network to our business premises, which must attract a lot of people who come to spend money for convenient access to the Internet. There is no doubt that such a service is also a selling point.

two。 Analysis of the advantages and disadvantages of Competition

SWOT analysis is mainly used in the analysis of competition advantages and disadvantages: SWOT analysis is aimed at enterprises

Describe their existence state in the competition, define them by "advantage", "weakness", "opportunity" and "threat", and comprehensively reflect the competitive strength and competition of enterprises.

Status.

S (advantage): (1) geographically, it is closer to the consumer group, which saves the time cost of customers and facilitates consumers.

(2) emotionally, campus cafes are more easily accepted by consumers, and even some consumers instinct.

Coffee shops with strong off-campus business information are excluded.

(3) it is easy to consume in groups, the crowd is concentrated, and it is easy to produce demonstration consumption effect.

(4) the constellation theme, combined with the self-help link, is very attractive to the young and fashionable people; W (weak): (1) the strength is not as strong as the off-campus coffee shop, and the actual management experience is insufficient.

(2) the consumer group is single, and the consumption time is concentrated, at the same time, the special existence of winter and summer vacation increases.

Added management and operating costs

O (opportunity): (1) at present, the campus market is an undeveloped virgin land, with concentrated consumer groups and consumer potential.

Great force

(2) Young people are in the majority, and it is easy to form once their consumption habits or preferences are formed.

A high degree of customer loyalty

T (threat): (1) once successful, it is easy to lead to imitating competitors

(2) many similar places outside the school, such as milk tea shops, can easily lead to customer diversion.

Third, storefront design

(1) principles for designing the image of cafes

The prerequisite for store design is to grasp the trend of the times. The more prominent the personality, the easier it is to attract people's attention. First of all, taking into account the size of the store and the theme of the cafe, from the appearance and style to reflect the operating characteristics of the cafe. Secondly, it should be in line with the "taste" of the main customers. Moreover, the decoration of the storefront should be fully considered with the style of the original building.

Whether the grid and the surrounding stores are coordinated, the decoration should be concise, would rather be "insufficient" rather than "excessive", should not use too much line segmentation and color rendering, avoid any excessive decoration, do not let users feel "too tired". Finally, the color of the storefront should be unified and harmonized, and any blunt and strong contrast should not be used.

According to the size of our coffee shop is 150 square meters, the main customers are teachers and students of the whole school, of which students account for the vast majority, the appearance of fashion is necessary. In addition, the teaching building of Xiaohe Mountain Campus outside Zhejiang Province is a red church-style building in order to coordinate with it. Finally, the appearance of the coffee shop we designed is a white European windmill. (roughly as shown below)

(2) Cafe signboard design

Coffee shop signs with high generalization and strong attraction are very important to the visual stimulation and psychological impact of customers. The floor of the cafe signboard is made of wood and cement for a long time. Wood can not withstand long-term wind and rain, easy to crack, paint easy to fall off, need frequent maintenance. The cement signboard has the advantages of convenient construction, durability and low cost, but the form is outdated and the technology is rough, so it can only be used as a low-grade commodity signboard. In order to reflect the changes of the new trend of the times, our cafe uses metal facade, which will look bright, light and full of the sense of the times. With the change of seasons, various types of sunshade racks can be placed on the facade, which will make the facade fresh and lively, communicate the functional links inside and outside the coffee shop, and virtually expand the business area. According to different constellations in different months, we use flags representing different constellations to set off signboards every month. Strange techniques are also one of the keys to success.

(3) window design

Exquisite outdoor decoration is a means to beautify cafes and decorate shops and attract customers. Window design should pursue prominent theme, elegant style, three-dimensional sense and artistic appeal. Our cafe uses the cup shape of 12 constellations to match the furnishings of the coffee brand, making the art decoration of the whole window clear at a glance.