Chain coffee shop business plan coffee shop operation

I. Investment objectives and tasks

1. Investment objectives

2. Investment tasks

3. The key to success

II. Brief introduction of investors

1. The nature of the investor

2. Brief introduction of shareholders

3. Operation mode

III. Products and services

1. Product and service description

2. Competitive comparison

3. Resources and technology

4. Future product and service plans

IV. Market analysis

1. Market demand

2. Development trend of the industry

3. Competition analysis

4. analysis of the operation of the original store.

5. Summary

6. Reference to successful cases

Fifth, promotion strategy

1. Market strategy

2. Competitive advantage

3. Positioning

4. Promotion plan

VI. Summary of management

1. Organizational structure

2. Management team

3. Personnel plan

VII. Financial plan

1. Financial overview

2. Financial indicators

(sales, return on investment, profit, etc.)

3. Break-even point

4. Profit and loss estimate

Attached:

1. Suggestions for cooperation

2. Join the Shanghai Island Cooperation Agreement

I. Investment objectives and tasks

Investment objectives:

It has become a leading brand coffee shop and fashion consumption place in this region, which is mainly for business and leisure and gives consideration to emotional consumption.

About 3 years to recover the total investment cost, and gradually began to make a profit.

Investment task

(1) to implement stable and ideal investment channels for capital, and to provide stable and reasonable income for the owners of investment places.

(2) successfully complete the construction and development of the brand store, and gradually generate income from the capital invested.

(3) make rational use of the existing places, use the advantages of brand stores to enhance the image of themselves and Tianchi hotel, improve the popularity of the hotel and the number of tourists, and achieve a win-win situation.

The key to success

(1) good cooperation between investors and owners to give full play to the advantages of the maximum combination of resources of both sides.

(2) sufficient market demand and active and effective promotion plan.

(3) the assurance of site selection. The address of a coffee shop requires a beautiful environment (such as Nanshan Road) or a formed business area (generally speaking, drinking coffee belongs to entertainment and leisure communication activities, typical areas are mainly shopping malls, cinemas, high-end communities, office buildings, colleges and universities, etc.), both should have at least one point.

II. Brief introduction of investors

1. The nature of the investor

Individual investors who cooperate in the form of shareholding system. The relationship between property rights and rights and responsibilities is clear, and the mode of operation is flexible, so it is convenient to deal with the cooperation of investors and owners.

2. Brief introduction of shareholders

3. Operation mode

The form of franchise store. Collaborator: × × coffee. × Coffee started its business in Taiwan in 1968 and has a history of more than 30 years. Now it has developed more than 400 coffee shops to join. × × Coffee shops continue to attract investors from all over the country with their strong brand effect. The headquarters of × × Coffee has strict requirements for the business location chosen by the franchisee. Combined with the characteristics of commercial and leisure coffee stores, it is suggested that the franchisee should choose a location in high-end office buildings, CBD business area, high-tech park or other places with market gaps. The business area of the franchisee should be not less than 300m2; unified decoration style and products should be unified. The headquarters provides technical support (including personnel training) and distribution of products (coffee beans, tea).

III. Products and services

Product and service description

Sell coffee, tea, beverages, drinks, food, light meals and other goods, and provide guests with excellent environment and services, so that consumers can show a kind of taste, experience a kind of culture and place a kind of emotion here. Make the coffee shop a good place for business, leisure and lovers' gathering.

Equally important, these businesses are not in direct conflict with the hotel industry. On the contrary, it can complement each other with the tourist advantages of the hotel.

Competitive comparison

The pattern of peer competition in this region is beneficial to us, mainly some small-scale coffee with a certain personality.

Coffee shop.

Relatively speaking, our × × franchise stores have considerable advantages in terms of brand appeal, management level, product and service quality, scale and capital advantages.

The fashion and taste color of the coffee shop determine the proportion of its emotional consumption is very large, consumers are very concerned about the brand and grade factors. This can also explain the mentality of many consumers who would rather go to the downtown area to find coffee shops.

Resources, technology

Coffee shop is not only an industry requiring scale and grade, but also an industry with strict requirements on products and services.

After all, it has a high consumption color, consumers must care about the full embodiment of their consumption value.

To achieve these, there are high requirements for the resources and technology of investors. Investors choose to join the way, on the one hand, access to sufficient resources, advanced equipment and technology, on the other hand, also avoid a lot of business risks.

Future product and service plans

With the development of our store and the changes of the surrounding environment, products and services will continue to improve. Including more comprehensive products, more quality and user-friendly services. The franchise store will continue to improve with the support of × × and its own efforts.

At the same time, in the foreseeable time, during the cooperation period with your owner, we will stick to the coffee shop business and make no other changes.

IV. Market analysis

1. Market demand

The consumer demand of our store is still quite sufficient. On the one hand, there are stable regular customers here, on the other hand, although there is no beautiful natural environment, there is a relatively stable business circle.

(1) stable regular customer resources. It turned out that the attendance rate of "Oumai" was about 60%, and the crowd was relatively stable. After the completion of the new brand store, this part of consumers is a natural customer resource. In the face of more charismatic, better products and services of brand stores, they will not be lost.

(2) the source of office buildings and hotels. XXXXXXXXXXXXXXXXXXXX

(3) places of shopping and entertainment. XXXXXXXXXXX

(4) mature residential district and Chengxi high-grade residential district. Cuiyuan District 1-5, Tianhu apartment, South China New Town, Lakeside Garden, Jindu Garden, Nandu Garden, Vienna Spring, Osmanthus City Phase 1, 2, Langui apartment, Nandu Dega, Zigui apartment, Yijing Garden, Nandu Ginza, Xingyu Garden, Huayuan apartment, Xindu City Huayuan and so on.

(5) UT Starcom, the largest foreign enterprise in Hangzhou, and many IT enterprises, advertising companies and other emerging industries in the region.

(6) there are many schools and colleges in this region. Hangzhou Commercial College, Hangzhou Medical College, Zhejiang Institute of Engineering, Hangzhou Institute of Electronics, Zhejiang Institute of Finance and Economics, Hangzhou normal College, etc., in which the staff and student couples are also potential sources of tourists.

Generally speaking, the target consumers here are sufficient, but there is a lack of large-scale coffee shops with brand appeal. The emergence of × × Tianchi shop can fill this gap in the market.

2. Development trend of the industry

(1) Coffee consumption market is developing rapidly, which has become a major trend of urban consumption, and the pre-cultivation of the market has been over. International coffee companies such as Nestl é, Maxwell and Colombia have set up branches or factories in China, and 32% of urban residents drink coffee, according to a survey in 12 inland cities. In addition to Shanghai, Kunming, Xiamen, Hangzhou and Tianjin have also drunk more than 30% of the population who have drunk instant coffee in the past year.

(2) the taste of coffee consumption is getting higher and higher, and the charm of culture is the charm of the market. Instant coffee alone is far from enough to meet the requirements, consumers begin to recognize the brand and style of coffee and know how to enjoy the fun of coffee. "specialty coffee" is undoubtedly the mainstream of the whole coffee industry, developing rapidly. The rapid development of the coffee market is closely related to consumers' natural interest in western culture.

(3) there is a significant positive correlation between education level, monthly household income and the frequency of drinking coffee. It means that coffee, a beverage introduced from the West, is a way of life symbolizing the dominant class on Chinese mainland.

(4) the competition within the industry and related industries is becoming more and more fierce. There are more and more coffee shops in Hangzhou. At the same time, tea and all kinds of drinks are related substitutes for coffee. For example, pearl milk tea is based on traditional Chinese tea and has a brand-new appearance and taste, which has brought about an important change in people's understanding of Chinese tea. The competition between tea and coffee will be fierce.

3. Competition analysis

(1) indirect competition with strong brand stores. There are more than 150 coffee shops in Hangzhou at present. Among them, 4 Starbucks (Starbucks Coffee), and Coffee Beanery West Lake Tiandi Store, which is also from the United States, originated from Japan's 2 real pot coffee (Manabe), including the existing × × (cross-strait) franchise stores and Nanshan Road specialty stores. In the early stage of the development of Tianchi store, the surrounding customers will be diverted by these indirect competitors.

(2) direct competitors. Some specialty coffee shops in this region, such as Taiwan Zhuangji Coffee (Wenxin Road), Fashion Coffee (College Road), Coffee Box (boxcaf) (Wenxin Road), etc., are not large in scale, have certain characteristics, and have a good environment and coffee taste. These stores are still competitive in terms of leisure and entertainment.

4. analysis of the operation of the original store.

Current business conditions:

The total number of tables is 40, the number of seats is 170. the attendance rate is about 9: 50 p.m., and the turnover is about 4000 yuan / day.

The reasons for the unsuccessful operation are:

① brand factor. The degree of brand dependence of coffee consumption is very high. Consumers not only consume products such as coffee, but also show a kind of taste, experience a kind of culture, and place a kind of emotion. This is why consumers are willing to pay dozens of yuan for a small cup of coffee. On the other hand, the connotation of "ou Mai" is not enough, and it is generally external, so it is difficult to meet the high-level needs of consumers, especially in business and communication.

② management factors. Lack of advanced, standardized and systematic management concepts and means, the level of service is general, it is difficult to get to the next level, and consumers can not fully reflect their consumption value.

③ product factor. Product quality is the basis of brand and sales, while the original store product variety is single, insipid, difficult to meet the various needs of consumers.

④ sales awareness. Do not actively find and stabilize customer resources, basically waiting for the rabbit. As a result, the attendance of our store is not high all the time.

5. Summary

From the perspective of the environment of the whole market, × × Tianchi store has a stable target consumer group; the trend of the entire coffee consumption industry is also on the rise; there is no direct competition from strong competitors for the time being; the failure of the original store is not due to the address.

Therefore, there is a gap in the market. As long as we seize the opportunity, make full use of the brand appeal and resource support of × × coffee, close cooperation between investors and owners, actively promote, establish the popularity and reputation of × × Tianchi store as soon as possible, take back the diversion of customers, and establish the brand advantage of small characteristic stores in the region, × × coffee XX store can grow steadily and make a profit within the time of investment planning.

6. Reference to successful cases

Explanation: although the investment and scale of the coffee shop in the following case are different from that of our shop, the geographical environment of this small shop is similar to that of our shop and has been successful. It shows that as long as the location is properly selected, the management is good, the positioning is accurate and the promotion is effective, it is not difficult for coffee shops to achieve good profits. Because the situation is different, this case is for reference only.

Project name: dream Traveler Cafe

Business items: coffee + drinks + light meals

Store location: non-downtown, similar to the geographical environment of our store (Tianchi × ×).

Area: 30 square meters

Initial capital investment: 100000 yuan investment recovery time: 8 months

Investment and income

Investment: "Dream Traveler" initially invested 100000 yuan, including rent of 40, 000 yuan, equipment, staff wages, decoration, products and other expenses. Of course, there are often some unexpected expenses in the business process, such as the purchase of related books.

In addition, the cost should be strictly controlled. For example, a bag of medium-and high-grade coffee beans weighs 1 jin and sells for about one or two hundred yuan. each bag of coffee beans can brew about 50 murmurs and 70 cups of coffee, and the cost of coffee beans for a cup of coffee is about 3 yuan. in addition, rent, equipment input, product input, personnel expenses, water and electricity costs should also be considered (depreciation factors are not taken into account, such as a large amount of depreciation, should also be considered).

Income: the price of each cup of coffee here is about 20 yuan, and drinks and western food are also sold. Coffee revenue accounts for about 30% of turnover. There are about 40 people a day, with a per capita consumption of about 30 yuan.

Operation and promotion

Coffee shop sketch 30 square meters vent free "Dream Traveler" although the decoration is simple, but it has the taste of home, even warmer than home, but also relaxed. The north wall is full of bookshelves, covered with all kinds of books, like a small library, guests can pick up a book to read. The eastern wall is the most distinctive, from the roof to the ground the entire white wall has been graffiti, all guests impromptu, there are paintings, text, mostly related to emotion and life, called emotional expression. The windowsill is very low, it is covered with all kinds of magazines, there are only two small square tables near the window, which can only seat four people, and the whole room can hold more than a dozen people, which is really too small, but the air, light and sound here are more infatuated and difficult to give up. I feel as relaxed and free as at home.

Cocktail and salon parties in order to improve their popularity, Dream Traveler contacted the surrounding colleges and universities and held some promotional activities, such as salon parties, reading activities, showing the latest movies, foreign student clubs and so on.

Fifth, promotion strategy

1. Market strategy

Target market

Consumers with petty bourgeoisie sentiment in the regional business district (as described in the "Market demand" section) have a monthly income of more than 2000 yuan, most of whom are well educated and pursue fashion and taste, mainly young and middle-aged. It also includes some student couples.

Marketing planning

① makes use of the brand and resource advantages of franchise stores to quickly establish the popularity and reputation of × × Tianchi stores, stabilize the source of regular customers, and will be seized back by the diversion of strong brand stores and local characteristic stores.

② is a strong brand, but not the most powerful, and there are likely to be other strong brand coffee shops in the region in the future. Therefore, we must make use of all the opportunities and resources to do a good job in service marketing, with more humane services, build our own brand and consolidate consumer loyalty.

2. Competitive advantage

With the appeal, management, product and service level of the brand store, there are no other strong brand stores in the region, which makes the store occupy the commanding heights from the very beginning.

Having a large and convenient parking space is more attractive to those who own cars.

With the good cooperation between the investor and the owner, both sides complement each other.

Investors' entrepreneurial enthusiasm and good marketing awareness ensure the ability of innovation and the level of service.

3. Positioning

In the local business circle, the leading brand coffee shop, which is mainly for business and leisure, is a fashionable place for business communication and emotional exchange.

4. Promotion plan

At present, the most important thing is to establish the popularity of our store as soon as possible, so that we can be known to nearby consumers.

advertising

1 for residents in the high-end district in the west of the city, 2 can be in the parking lot of nearby shopping places, 3 send exquisite advertising pages (DM) and small gifts to car owners, and 4 single pages can also be made into coupons.

Advertising support from 5 × × headquarters.

Event marketing

6 for this region, there are many advertising companies, and 7 advertising companies have many customers, 8 they are our ideal target 9 groups, 10 can hold an advertising salon. In this way, 11 has improved the artistic taste and image of the store, and 12 has brought a stable source of customers. When the time is ripe, 13 can also hold such advertising salons on a regular basis.

The list of advertising companies can be found on the yellow pages, and you can also take the initiative to search for some advertising companies in office buildings in the area and ask them to tell each other. (for example, there are many advertising agencies in Xindeya apartment.)

14 student parties, reading activities. Contact the student union organizations of several important colleges and universities in the region, 15 hold some salon parties and reading activities, 16 still help to improve taste, 17 attract students and young people to spend.

When the time is ripe, 19 can also hold an essay campaign with the theme of "Coffee and Life".

Service marketing

Apart from the brand factor, service is the most important for coffee consumers.

In order to do this, more humanized services are needed.

Establish a membership card system. The name of the member is printed on the card, just like a bank card. The discount rate of membership card is not high, such as a 9.8% discount. But on the one hand, it can give consumers a sense of respect, on the other hand, it is also convenient for waiters to address consumers. Especially if the consumer is with someone else, and the waiter can call him (her) Mr. or Miss in public, they will feel very proud.

Personalized service.

Put some promotional materials on the table, the content is about coffee knowledge, stories, etc., on the one hand, it can improve the taste, set off the atmosphere, but also increase consumers' good impression of our brand.

A number of consumers who come together are equipped with special interpreters. If they are interested, you can introduce them to the name and origin of all kinds of coffee and other related knowledge. They can also visit the process of making some kind of coffee.

6. Management summary (briefly, it can be explained briefly according to the cooperation agreement with × × coffee)

Organization structure

Management team

Personnel plan

VII. Financial plan

1. Financial overview

(1) 650000 / year rent (including central air conditioning fee, parking fee)

(2) the joining fee is 200000 (for the first 3 years) and 20, 000 per year thereafter

(3) outside decoration 30000, interior decoration renovation 200000 equipment renovation 30000

(4) other start-up fee of 50,000

(5) the salary of personnel is 40,000 / month.

(6) Hydropower 10,000 / month

(7) other fees 10,000 / month

2. Financial indicators

(sales, return on investment, profit, etc.)

3. Break-even point

4. Profit and loss estimate