The operation and sale of cafes

I. Market understanding and evaluation

If you know yourself and your enemy, you can fight a hundred battles without defeat. Before opening a shop, you should have a certain understanding of the overall market of the cafe. This includes the aforementioned cafe shape, business scale, product mix and price, the status of the target customer group, and possible future trends and changes. Then make a detailed evaluation of the cafe of the same shape in the business district where you want to open a store.

The characteristics of a cafe can be evaluated from the following aspects: full of building materials, color, decorative style is trendy, post-modern (subverting tradition), or stable and conservative. Evaluation can start from the first entrance, such as whether the shop's facade adopts transparent glass door, high-quality wooden frame clothing door, or iron roll door: walk two steps to see whether the floor is cold ceramic tile, plastic floor, or ladder wood cake flower floor, sit down to see whether the essence is plastic fiber FRP seats (such as McDonald's), wooden chairs, sofa chairs, or leather chairs; is the table iron-framed glass table, wooden table, or table cloth table? Whether the menu is hanging on the counter, a single menu, or a delicately printed whole menu, or a menu in both Chinese and English; whether the service staff wear uniforms, appearance and famous brands. The above points are hard-working hardware parts, it is easy to find their advantages and disadvantages, in order to facilitate the formulation of their own store countermeasures.

In addition, we should also see whether the products are only coffee drinks, or there are many combinations of goods outside coffee drinks, such as meals, utensils, raw materials, and then observe the use of tableware materials and collocation, and then see whether the price belongs to parity or high price. Finally, take a look around the age and occupation of the target customer group in the store (office workers or personal SOHO), and come to the store for the purpose of doing business, shopping and relaxing. Combining the above points, we can judge whether the store is coordinated as a whole and whether it can meet the needs of customers.

According to your understanding and expertise, think about the characteristics of the cafe as a whole, such as the division of the target customer group, the characteristics and atmosphere created by decoration, product differences, taste uniqueness or functional combination. To take the simplest example of paper towels, for example, what kind of shop needs to use napkin cloth? What kind of shop is suitable for using napkins? What kind of store needs wet paper towels? What kind of shop needs to use uranium napkins? From every

Second, choose the correct mode of operation

(1) compound operation

Choose compound complementary operation. It can generate multiple incomes.

(1) the characteristics of compound operation.

In addition to sharing the rent and store-related costs, the most important thing is to make multiple industries complement each other and create a win-win situation. When many coffee operators are worried about high rents and unsatisfactory profits, compound stores that can provide more goods or services. It can not only improve the utilization rate of the store. It is also a choice for entrepreneurs to win more customers.

The combination of goods and the use of space in compound stores are more flexible. Typical compound stores are in the same storefront, and there are two or more forms of business that do not conflict with each other or even complement each other. For example, coffee and books, coffee and floral art, coffee and music, coffee and boutique clothing, even coffee and cars and so on. They are all several common compound forms at present. Among them, florists and bookstores are the first choice of compound formats.

The premise of compound operation must first determine the master-slave relationship. If the compound store wants to bring high profits, there must be a clear distinction between the master and subordinate relationship of the goods, the main goods had better not be less than 70%, and the items should not exceed three kinds: if all kinds of commodities are divided equally, not only the characteristics and positioning of the goods can not be highlighted, but also the result of lack of center of gravity. It also increases the operational risk. It has a more direct impact on earnings.

two。 The risk of compound kiln. Although the compound operation seems simple. And the format can complement each other. The cost can also be shared. But relative reunion also has its risks. Entrepreneurs must weigh their abilities and needs to choose. So as not to backfire.

In addition, if you co-operate with other operators. In case one of them wants to give up the lease, it will certainly impose a cost burden on the other side. Therefore, it is suggested. Even if the rent-sharing between friends also has to sign a contract, and reach an agreement on various possible situations, in order to reduce the possibility of disputes. Although diversification is the advantage of compound store, it also has its management philosophy. Entrepreneurs still need to pay special attention.

(2) franchise chain

If you have no experience of opening a shop. And think that running a sexual single store. You must find your own equipment, decorate the facade and find channels to import raw materials. It's too much trouble. Then, joining may be one of the channels worth considering to open a shop.

Joining makes it easier to start a business, as long as you master the popular management style, and you don't have to work hard to build your own brand. But the early investment is relatively high. Adapt to well-funded investors.

Third, formulate a business plan

Before you start a whole new area of business, you must prepare a careful and detailed plan. The plan includes how to finance, how to attract partners, how to solve the difficulties at the grass-roots level, and so on.

You may be a stranger to coffee. I even know nothing about the catering industry. At this time, it is particularly important to make a detailed plan. It's worth it even if it takes half a year. Because at least the uninvested fees are still in your pocket.

Even if you are going to add a coffee program to your existing business, you will have to take this step. You have to consider how to coordinate this new project with the original one. Who to find to supply. When this wonderful drink appears in your cafe, how do you promote its sales?

At the initial stage, all enterprises need plans of one kind or another, whether in writing. Or in the head of the founder. It's still written on a napkin. If you put more effort into writing a structured plan, your business will grow closer to what you originally envisioned. In most cases, the enterprise has developed to a certain extent. It will form its own characteristics. Although making a business development plan is not as exciting as buying a coffee machine, do it well first, because it is the key to your success in the future.

(1) main points of the business plan

Regardless of the mode of coffee operation, a more comprehensive plan generally includes the following points:

1. Overview

The ultimate goal of running an enterprise

The definition of the market targeted by the enterprise

U description of the products / services provided by the enterprise

Overview of u financing

two。 Market evaluation

N customer description (workers, white-collar workers, students, freelancers and tourists, etc.)

N. Proposed purchase frequency

N Price and customer sensitivity to price changes

N the income level and education level of the customer group

N competitive environment

3. Products and services

U detail description

U coffee sheet sample (need to create exquisite to create display)

4. Organization structure

N qualification

N division of labor

5. Operation

N location

N required equipment

N employee responsibility (with management chart. Specify the responsibilities of each department)

N training requirements

6. Marketing strategy (the strategy of building a customer group)

U sales location

U Advertising and promotion

U product quality

7. Financial analysis

N estimated initial expenditure

N operating capital requirements

N Source of tariff

N 3-year profit / loss plan

8. Risk analysis.

U main risk area

U response measures

What exactly do you want to develop your business into? How will it affect your life? What about the lives of the people around you? What are the social values of your business? Are you going to expand your business? If these prospects are not carefully planned, your schedule will be a mess. The prospect of starting such a business used to be so attractive, but without planned guidance. Will immediately become unstoppable.

(II) Seven sub-plans

Mainly to run a good coffee shop, we must make seven plans. But at present, many cafes often ignore this side of the problem, resulting in passive management. We must learn the lesson and correct it.

1. Turnover plan. That is, how much business to do, that is, the business goal that we should achieve within a certain period of time. This goal should be based on the turnover achieved in the past according to the market situation. As well as the regular direction adopted in the future and the comprehensive consideration of the price situation to be determined.

two。 Merchandise plan. That is, in order to achieve the above-mentioned business income. What products are planned to be launched? For small cafes, it is necessary to account for the proportion of turnover targets and coffee series. If the turnover is set to reach 100000 yuan next month, if the milk tea series accounts for 10% of the composition. Must have a performance of 10,000 yuan of milk tea. According to this, daily drinks account for 15% of the composition, it must have a business performance of 15000 yuan. And so on, the share of the rest of the service items depends on how much can be achieved within a month and whether the predetermined goals can be achieved.

3. Purchase plan. According to the above commodity plan. In order to make the effective use of procurement fees and the balance of the composition of goods, the actual procurement must be based on the content of the set commodity, to arrange the procurement plan. A coffee shop in order to achieve business objectives, while effectively completing the composition of goods and flexible use of procurement funds. A corresponding purchase plan must be made.

When a cafe has a hard business plan, a commodity plan and a procurement plan, it can purchase goods according to the set purchase fee. After the purchase procedure is checked and the price is marked, it can be written on the menu, and the next thing that must be considered is how to effectively sell these goods. With the cooperation of personnel, funds and various project promotion and management activities, the business objectives are achieved.

four. Sales promotion plan. The basic characteristic of a coffee shop is that it is open on a fixed basis, which means sitting and selling. But we can't wait passively for customers to come. Active sales promotion must be adopted. Must take the initiative to attract customers to spend. Therefore, it is necessary to increase advertising activities and plans to promote sales. Of course, the principle of spending a small amount of money on big advertising should be adopted as far as possible. Can be achieved by posters, flyers, mail letters and other media. Choose a good time to hold some promotional information conferences, exhibitions and receptions.

5. Human resources plan. The enterprise is the matrix. Employees are the blood, so to maintain the quality of employees is to ensure the life of the enterprise. In order to achieve the specific goals set in the plan, the appointment and assignment of staff in each work is crucial. In order to make human resources and other resources cooperate reasonably, complement each other, and then ensure the rapid development of the enterprise, this point must be clear. At the beginning of the store, we mainly make a long-term plan for the development of the staff. For example, recruiting shop assistants, hiring and training in the way of answering contracts. . On the one hand, the staff trained by themselves can be fully aware of all aspects of the situation, which is convenient for the appointment and arrangement of personnel. On the other hand, Fang Li avoids the occurrence of personnel turnover by way of contract, ensures the stability of the staff, and provides a good internal environment for normal operation.

In short, in order to achieve the desired results. The training and appointment of personnel must be serious and planned. It is necessary to consider long-term development and not rush for quick success and instant benefits. What's more, we should not be careless, ignore the overall situation and act hastily.

6. Financial plan. There is a causal relationship between the formulation of the financial plan and the profit and loss of the whole store. Its formulation will have a direct impact on the end of the business shelves. On this point, the best suggestion is to ask a professional financial manager to assist in the operation and profit income and expenditure of the funds, so that they can be allocated and used reasonably in the process of operation. It is best to work out a general income and expenditure plan according to your actual situation. P the budget we usually refer to. In this way, it will be easy to have rules to follow in the future work, and avoid mistakes caused by blind action.

7. Capital operation plan. For operators, the distribution and operation of funds is also an important link in store management. First of all, it is necessary to grasp the overall amount of capital. Then according to each department, each category according to the proportion of investment. At the same time, we should pay attention to control the tightness. Make the limited tariff as loose as possible in case of emergency. Only in this way can we be orderly in the process of transportation. when water flows , a channel is formed. As for the division of operating fees, it can be roughly divided into the following aspects.

(1) the cost of equipment. Such as the purchase of appliances, the purchase of raw materials, the maintenance, repair and depreciation of all kinds of facilities, the rent of the shop, etc.

(2) the cost of personnel and noodles. Such as employee salary, daily meals, prize fees, holiday subsidies and so on.

(3) daily expenses. Such as water, electricity, heating and cooling, daily meals, living expenses and other miscellaneous fees for the operation and sale of cafes.

(4) the cost of transporting Chang Fang Li. Such as promotional goods, advertising fees, decoration fees and regular payment of taxes.

That's for sure. It can also be directly divided into fixed cost and variable cost according to the different nature. On the surface, this division seems very simple, but in practical application, it has to be divided into many details, and none of them can be careless. In short, the division of all kinds of fees must be formulated in detail in the light of their own situation, so as to be specific and more specific; at the same time, some leeway should be retained. In case of sudden change, only in this way can we ensure a virtuous circle of tariffs.

Fourth, boutique cafes

The boutique cafe is usually a shop covering an area of 40,140 square meters. Sell a variety of freshly roasted coffee beans. Such shops are usually equipped with roasters to bake their own coffee. Or buy Xing coffee beans from other bakers and resell them. In addition to coffee beans, it also sells tea, fresh food, such as locally baked pastries, bread and other foods and ingredients. Boutique cafes also provide coffee utensils and a variety of household coffee machines and coffee pots to cultivate customers' ability to make coffee drinks and taste coffee at home.

If you start a boutique cafe from scratch. The cost will be higher. It is usually between 600000 and 2.4 million yuan. Required; expertise and experience are also high. Especially when you need your own roaster. Think carefully before opening a shop like this.

Add espresso to existing boutique cafes. The cost is less than the purchase of a coffee truck. Buy an Italian espresso machine, bean grinder, coffee machine-related accessories, cabinet exhibits and some espresso beans as inventory. What kind of training do your employees need to sell boutique coffee? And how to distribute and other issues are familiar, which is a big advantage for you to sell espresso.

But don't forget that introducing espresso means adding a whole new business project. Personnel management, inventory control, staff training, etc. It is only a necessary rather than a sufficient condition for success.

Setting up an espresso counter has two functions. First of all, it is the profit center. Although in a place like this, compared to the total income. This-the income at the counter is relatively small. But in terms of profits per square meter. Espresso drinks get the highest returns. The original coffee retail has attracted a group of coffee hobbies. They will naturally become espresso.

Second. Espresso is a wonderful way to cultivate people's interest in coffee. At the same time, it can promote the sales of its products and make coffee retailers a "destination" for customers. Attracted by the delicious espresso, new customers will also come to buy coffee and some coffee-related things.

Boutique cafes are quite stable places of operation, compared with new cafes such as "espresso", traditional venue renters and real estate developers deal with boutique cafes.

5. Special cafes

(1) low-priced cafes

Cheap cafes should give priority to places where people's trends are magnified. If conditions permit, give priority to shops with complementary customers as neighbors, such as florists and grocery stores dominated by 18 "30-year-old women. It can be conveniently located, and the overall style of the storefront is also relatively easy to shape; on the contrary, industries with messy and noisy appearance, such as motorcycle dealers and roadside food stalls. Thick smoke and exhaust gas are constantly set up in the cafe next door, so it is difficult to create an elegant environment no matter how hard you try.

In addition to the above considerations, different forms of cafes have different requirements in site selection, and cafes that compete with high turnaround rates and parity advantages have a higher survival rate in office areas and metropolises and along the main roads of the business district.

(2) Magazine Flower Cafe

Magazine cafes can choose the periphery of the business district where the rent is low. Hundreds of magazines and books are available free of charge in the magazine cafe. Is the main tourist charm, this kind of comforting cafe can not rely on high head-turning rate. But the school's high passenger unit price, because of its large demand space, it is best to provide a convenient parking environment around. The periphery of the business district with lower rent is the preferred location, and this type of cafe has a smaller area.

(3) Community cafes

The garden cafe is the easiest to shape the overall environment of the cafe. Although this kind of group cafe has to be supported by the flow of people, if it can be well-known with distinct style and characteristics, it can still attract customers in more remote places.

Community cafes in the community should pay attention to neighborhood relations. But this type of cafe has to make efforts to create scenery in the community. An elegant and beautiful community garden with a unique style can not only bring a symbol of taste to customers, but also increase the willingness to attract guests.

In addition, cafes with cracked alleys had better give priority to the edges, bright lighting and green windowsills. It is worth noting that frequent cafes should do a good job of neighbors. As most of the homes in the community are homes, if the opening time is too late, or if the customers are noisy and messy, it will cause dissatisfaction among the neighbors.

If you consider the rent, operators can also consider opening in the second floor, the staircase needs a special plan, soft and bright light, simple wood floor tiles and murals, can help customers to visit. If more intimate, in the staircase setting menu and beverage list, it is best to use exquisite promotional materials to show the entity, more attractive to customers.

(4) Cafe in Scenic spot

The coffee shop in the scenic spot had better be within an hour's drive from the neighboring city. In the past, we do not know how to make use of innate leisure resources, scenic spots provide the same rate of food and beverage content, the appearance of the store has not been carefully designed, but with the increase of leisure time. As well as the improvement of people's horizons and commercial quality of catering service, it is easy to gain a foothold in the scenic area.

A leisure cafe with a unique style, if it can use the power of the media, it can easily become a new tourist resting place. But this type of coffee shop, it is best to maintain within an hour's drive with the city, and there can be a combination of landscape and imaginative resources nearby, making it an one-day trip for urbanites. As the roads in scenic spots are curved and complex, creative and eye-catching road signs and shops are the most important guidelines, and the decoration design should take into account their own relationship with the overall environment and become an obvious local landmark.