Cafe Entrepreneurship guidance Lecture-pre-preparation

Coffee shop is a kind of retail store. Retail is the last link in which goods are transferred to consumers. Due to different operating conditions and contents, a variety of specialized stores are produced, including clothing, food, housing, transportation, education, entertainment and other life-related goods. Cafes belong to the category of "food", but the main goal belongs to the category of "music". As a result of direct contact with consumers, the changes in consumption awareness and consumption structure of coffee can be reflected in the operation of cafes. Therefore, the operation of the cafe, the understanding of consumers' way of life and the determination of customers is the premise of opening a shop. The following are the main contents of the preliminary preparations for the cafe:

Preliminary preparation-who are the customers?

The characteristics of the port and the mastery of the object of the passenger layer are the most basic tasks of modern cafes. In particular, small cafes, because they are unable to attract all the customers to come for consumption, investigate and analyze the characteristics of the business area at the port, and then start the collection of goods according to the customers set for them, which has become a necessary understanding for the operation of today's cafes.

In general, when conducting business circle settings and customer surveys, the following factors must be mastered:

1. The level of income in the business circle.

2. The type of occupation or the attribute of the guest layer.

3. The composition of the age group.

4. The reaction to popular consciousness.

5. The characteristics of spending in cafes.

6. The characteristics of household income and expenditure.

Through the investigation and analysis of these data, after the characteristics of the business circle can be understood on the basis of port factors, we must use these information to judge how to set the guest level object.

Generally speaking, the operation of cafes is mainly engaged in the sale of coffee, so if we can provide customers with appropriate coffee, it can be said to give customers the best service. Especially in small community or local cafes, if customers are satisfied when they first come to spend money, they will come again next time. If you can get a sense of satisfaction several times in a row, you will naturally become a regular customer. Therefore, in addition to providing spiritual service to customers, the most direct thing for a cafe is whether the content of the cafe can really meet the needs of customers, so the purchase of coffee and beverages must not be ignored. In particular, the following five principles must be grasped:

-the exact mastery of guest layer objects

For a small and medium-sized cafe, it must not cover too wide a business area, nor can the distribution of customers be too far away. Therefore, we should aim at the characteristics of the port, and deeply analyze the characteristics of the passenger layer, through the data obtained from the survey, set the customer object according to the factors such as income, occupation attribute, age, consumption consciousness and so on, and then according to the characteristics of their life style, to provide the coffee and drinks they need.

-valid setting of price band

The price factor has a considerable impact on consumption or not. Therefore, when setting the price belt, we must consider the price that is most easily accepted by the fixed customer layer, and at the same time cooperate with coffee and beverages that are easy to choose, easy to buy, appealing, and conducive to leisure. In this price belt to carry out the purchase of goods.

-Inspection of items of goods

The number of coffee items has a great impact on customers' choice and purchase. Therefore, when determining the items of goods, we must fully consider the business area of the cafe and the best-selling degree of coffee, so as to make an effective combination, so as not to affect the slewing rate and freshness, but can provide the coffee items that customers really need at any time.

-consideration of restocking

For wholesalers who purchase goods, they must consider the quality of their coffee, the continuity of the supply, and the degree of cooperation of the brand; at the same time, in cafes, the development of new buyers and the maintenance of existing buyers, must always maintain a high degree of mobility and sensitivity, in order to fully cooperate in the business promotion of both sides.

-competitor survey

As the saying goes, we should always pay attention to the business trends and commodity composition of competitors and have an insight into their trends. At the same time, in-depth comparison and analysis, in order to grasp the operational advantage, it is often necessary to maintain a stronger sales strategy than competitive stores.

In short, the operation of modern cafes must not ignore market intelligence and consumption trends, and must keep abreast of the latest information and information at any time. In view of the characteristics of the coffee shop port and the set customer level objects, constantly provide the coffee that customers need, in order to increase the frequency of customers to come to the shop and improve the performance of the coffee shop.

Preliminary preparation-- A good port

The selection of a suitable location is the key to the operation of a cafe. It has been said that if a store can choose a good and appropriate location, the success rate of operation is about 70%. If we fish in a very light position, then do not expect to have a good harvest. Similarly, in places where customers' footprints are sparse, no matter how magnificent shops are built and how attractive coffee is displayed, sales can hardly be expected. The principle of coffee shop sales is to build shops in places that can fully attract customers (commonly known as "ports"). Especially small-scale cafes, because they do not have other comprehensive functions like large cafes, so we should pay more attention to the choice of location, which will be the starting point for the success of cafes.

Preparation in advance-- how to draw up a business plan

For coffee shop operators, the biggest concern in the whole process of operation may be the daily turnover. For the sake of management effectiveness, each cafe often has business goals, and even more detailed targets for location, merchandise and even breakdown, which can be used as a benchmark for measuring daily business performance. If we explore it further, it is the sales plan, because the setting of business objectives is part of the overall sales plan, so if a cafe wants to establish a system of business objectives, the formulation of the sales plan must be understood.

Of course, when drawing up a sales plan, it must be based on the set business policy, and then according to the forecast of turnover, the estimation of target inventory, the estimate of loss, the estimation of purchase quota, and the calculation of scheduled gross profit in order to complete the overall sales plan. Since the whole planning process must be based on figures, the establishment of the database is a necessary condition for the formulation of sales plans. At the same time, these data are closely related to commodity plans, so we must understand that even small coffee houses should be based on numbers, so that they can be measured objectively, rather than relying solely on impressions, feelings, observations, and other factors. The procedures and priorities of the sales plan are summarized as follows:

1. Turnover forecast

This is not only the basic information of the sales plan, but also the basis for the quantification of the commodity plan. Must be based on past sales performance, the new business policy, as well as changes in the business environment and other factors to review and analyze.

2. Target inventory calculation

After the turnover forecast is set, it is followed by the projection of the target inventory. In order to effectively control the inventory, the target inventory should be clearly defined and the target inventory should be calculated.

3. Estimation of loss

Due to the actual operation of goods, sometimes there will be discounts or reduced sales, at the same time, damage or loss may occur. Losses of such phenomena shall be estimated so that they can be taken into account in the estimation of procurement bookings.

4. Estimation of purchase reservation

The booking of the purchase can be estimated according to the following formula:

Purchase quota = scheduled inventory at the end of the month + turnover this month (original price)-inventory at the end of the previous month + loss

5. Projected gross margin

Through the commodity to calculate the crude profit rate, and through the adjustment of business, to calculate the predetermined gross profit. The estimation of sales benefits and the estimated results of purchase bookings are the most basic information for providing commodity planning strategies.

Therefore, a complete sales plan is not only a benchmark for comparing business performance, but also a strong basis for the whole commodity plan, so the operation of a cafe must not ignore this problem.

Preliminary preparation-- Management of Business Circle

The most important way for cafes to operate is to operate on a fixed basis, so they often form "sales". What's more, because the turnover is gradually accumulated through the drinking of each customer, it is like a tree fixed in a site to take root and sprout, so some people call it a "plant" enterprise. However, in today's marketing-oriented era, consumers' needs and desires are changing, and consumer awareness is gradually diversified and personalized, coupled with the intensification of market competition, because in the operation of cafes, we must never guard the shop and wait for customers to come. and must actively develop potential customers. Therefore, measures such as constantly developing new ways of drinking, purchasing new goods, enriching the display of the bar, paying attention to the decoration of cafes, and strengthening customer services are indispensable in operation.

However, for general small and medium-sized cafes, neither the function of the facilities nor the type of coffee can compete with large cafes. Therefore, in the struggle of customers and the grasp of the business circle, we must fully grasp the characteristics of the port; but also because the coffee shop is also a local industry, so the selection and application of port conditions has become the primary task of management. Therefore, it has been said that if a cafe can determine a suitable location, the success rate of operation will be more than 70%. It can be seen that an effective port strategy is indeed of great importance to the operation of the cafe. Several basic principles must be recognized:.

1. Establish the concept of "what is the right place for a coffee shop".

2. How to choose the ideal suitable location.

3. The setting of the store must be in line with the purpose of setting up the shop.

4. Effective measures should be taken to deal with the changes in the port conditions.

So when choosing the right place to open a store. We must consider whether consumption is a place where consumption is easy to concentrate and have certain functions, such as the center of economic, political, cultural, commercial and other functions or the focal point of transportation. After the location is selected, we should always pay attention to the changes in the environment of the port, in order to understand the characteristics of this area at any time, especially the general coffee shop, the business area has its own natural restrictions. Generally speaking, most of them take the cafe as the center and draw a radius of one kilometer or one and a half kilometers to serve as the business circle of the cafe. However, when setting up the store circle, the relevant characteristics, such as smaller business area for general drinks, larger business area for ground coffee, traffic conditions, facilities in the area, and so on, may affect the distribution of the business area. For example, in the cafes near the railway, the division of the business circle may be defined by the railway, or the cafes on both sides of the river may also be bounded by the river. due to these man-made or natural divisions, it will often lead to differences in the consumer psychology of customers.

Of course, it is impossible for a cafe operator to know nothing except the situation of the shop. He must know exactly how many customers come to the store and investigate deeply the population, income level, occupation profile and consumption characteristics of this area. In order to grasp the consumption habits of this area, in order to carry out a series of sales activities according to its needs, this is the so-called "business circle management".

Usually in the operation of cafes, in order to effectively grasp the characteristics and distribution areas of customers coming to the store, we can often use the response survey of customers' opinions or attract them through special activities, and make use of the demands of direct letters or leaflets to give some special discount or gift. Ask them to leave basic information (name, age, sex, occupation, address, etc.) in this way, we can roughly measure the distribution of customers in the store. If we can establish this data for a long time, analyze it deeply, get rid of a small number of customers in some obviously distant areas, and only discuss and judge the areas with a large number of people, we can roughly grasp the distribution of the business circle. Further through the effective implementation of promotional activities, the systematic arrangement and classification of store customer data in the future will provide a lot of help for the training and maintenance of basic customers. Especially for the so-called community cafe, the effective mastery of the business area and the analysis of the customer level will be an important task for the successful operation of the coffee shop, so the management of the business area is a very important part of the expansion performance of the coffee shop.

Preliminary preparation-content of the plan

We have heard people say that it is not easy to open a shop now, and the competition is fierce, and it is not only impossible to rely solely on experience, feeling and observation, but also to have a comprehensive plan in addition to promoting it step by step and in a down-to-earth manner. in order to provide a basis for implementation. Of course, these are the conditions that a modern business training company must have in terms of operation. however, ordinary cafe operators often ignore them, and some people even feel that they have no way to start with a set of plans and do not know what to include. Some basic planning projects are provided here as a reference for operators:

I. turnover plan

That is, it is usually called how much business to do. Of course, when drawing up the turnover target, we must take into account the past business situation of the cafe, measure the current market situation, plus our own business direction and the current price situation, and determine the turnover.

II. Commodity plan

In order to achieve the turnover target, what kind of goods should the whole cafe have? As far as small cafes are concerned, the proportion of the set business target and the coffee composition series must be accounted for. For example, the business target is designed to set 100000, of which if the milk tea series accounts for 10% of the composition, it must have a score of 10, 000 yuan. According to this, if daily drinks account for 15% of the composition, you must have a turnover target of 15000 yuan.

III. Procurement plan

According to the above-mentioned commodity plan, when actually carrying out the procurement operation, in order to make effective use of the procurement funds and balance the composition of the goods, it is necessary to arrange the procurement plan according to the set commodity content. Through the establishment of turnover plan, commodity plan and procurement plan, it is not difficult to understand that in order to achieve business objectives, while effectively completing the composition of goods and flexible use of procurement funds, disaster basic planning is indispensable.

The calculated data is to provide us with a cyclical direction in the allocation and mastery of the amount in the actual procurement operations, so as to avoid too much deviation in the allocation of procurement funds. Of course, in the actual operation, we must use these basic data to flexibly adjust with reference to all kinds of sales performance at the time of commodity procurement and addition, so that these plans can have a substantial effect.

When a cafe has a business plan, a commodity plan and a procurement plan, it can purchase goods according to the set purchase amount. 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. In order to achieve the business objectives with the cooperation of personnel, funds and various promotional and management activities, the following plans must also be considered:

IV. Sales promotion plan

The basic characteristic of a coffee shop is that it is open on a fixed basis, which means sitting and selling. However, at present, it is a marketing-oriented era, with the increasingly fierce market competition, in order to achieve a strong development of performance, we can no longer passively wait for customers to visit, but must actively attract customers to the store. Therefore, the implementation of sales promotion activities is as indispensable as the demand for publicity effect, but in general, small cafes cannot invest a huge amount of advertising promotion expenses compared with large shops, and naturally the principle of how to "spend a small amount of money on big advertising" must be mastered. It can not only achieve the effect of promotion, but also control the expenditure. As for the use of the media, such as posters, flyers, mail letters, etc., in short, some promotional activities or the dissemination of business messages for our store must be considered in the formulation of sales promotion plans.

V. personnel plan

In order to achieve the set goals, there must be an implementation plan for the appointment and assignment of personnel, especially the manpower factor is the main force to promote the operation. How to effectively make rational use of human resources, and then cooperate with the point of view of long-term development, a series of personnel training and training plans are indispensable in management.

VI. Funding plan

For the distribution plan of operating funds, it is also an important task in management. Usually, the expenses of the whole store, such as personnel expenses (salary, meals, bonus, etc.), equipment expenses (repairs, depreciation, rent, etc.), maintenance expenses (utilities, consumables, service costs, miscellaneous expenses, etc.), business expenses (advertising, packaging, business tax, etc.) are divided into fixed expenses and variable expenses according to their nature. At the same time, the past performance is analyzed, and the possible increase is set, and then the funding plan is carried out.

VII. Financial plan

For the financial aspect, the most direct and easy to think of is the profit and loss plan of the whole store, in order to reflect the operating results of the whole store. At the same time, in view of the profit and loss of the coffee shop, we can have a plan on the income and expenditure of the working capital, so that the operating capital can be allocated and used reasonably. Of course, if the income and expenditure budget table can be made, it will be more helpful for management control.

In short, the seven basic plans listed above (turnover, commodity procurement, sales promotion, personnel, funding, finance, etc.) are indispensable to the management of cafes. Of course, there are some cafes for more in-depth management, other auxiliary plans can also be drawn up to meet the actual needs of the implementation of the operation, so as to complement each other.

Preliminary preparation-- the quality of Coffee

In a coffee shop, the composition of coffee must be very strong. No matter what kind of coffee it is, if the price is on the high side, or if the coffee quality is poor, the composition is not complete, or the stock of coffee is not enough, it will immediately affect sales, and naturally it will not be easy to increase regular customers. In the operation of cafes, they have to face not only competition from various coffee in the region, but also competition from various stores, so "the charm of coffee" has become the basis for the success of the store.

As an overall strategy, commodities also need to be paid attention to frequently for coffee. All commodity-related activities, such as business planning, coffee procurement, coffee development, stock management, and even logistics commodity business, are closely related to the strengthening of coffee commodity power.

Pre-preparation-quality of service

The most direct thing is that when waiting for guests, the service staff of the cafe should have elegant posture, pay attention to clothing, makeup and other appearance; when receiving customers, they should have appropriate expressions, attitudes and appropriate responses. All waiters should have a wealth of coffee knowledge, timely explanation for customers, but also have the ability to negotiate. In addition, the interior decoration facilities, charming and aesthetic bar display, and store lighting should be used effectively, and further strengthen the publicity effect of advertising media, and provide a variety of service measures. In short, the service capacity of the cafe must be a comprehensive activity of the whole shop using various factors such as "people", "equipment", "convenience" and so on.

In other words, the success of a cafe basically requires the effective use and cooperation of the three elements of "port", "coffee" and "service". At the same time, at the time of operation, the collection of relevant intelligence, such as the competition in the market and the changes in consumer demand, should also be mastered at any time for the purpose of management adjustment and improvement.