Business Plan for small Coffee Shop: is this the most profitable?

(1)Coffee consumption market has developed rapidly and has become a major trend of urban consumption. The early stage of market cultivation has ended. International coffee companies such as Nestle, Maxwell and Colombia have set up branches or factories in China. According to a survey in 12 inland cities, 32% of urban residents drink coffee. In addition to Shanghai, Kunming, Xiamen, Hangzhou and Tianjin also have more than 30% of the population who have drunk instant coffee in the past year.

(2)Coffee consumption grade is getting higher and higher, and the charm of culture is the charm of the market. Instant coffee alone is far from meeting the requirements, consumers began to recognize the brand of coffee, style and know how to enjoy the fun of coffee.

(3)Education level, household monthly income and frequency of coffee consumption were correlated. This means that coffee, a drink introduced from the West, is a way of life that symbolizes the dominant class in the mainland of China.

3. Competition analysis

(1)Indirect competition with strong brand stores.

Starbucks Coffee in major cities, Old Tree Coffee from Taiwan, Cross-Strait Coffee, etc. are all evenly divided.

(2)Direct competitors. Small coffee shop audience to small, no other coffee shop within 1 km radius is a necessary factor.

(3)marketing planning

Make use of the brand and resource advantages of franchised stores to quickly establish the popularity and reputation of Belgian Royal and stabilize the old customers.

IV. Promotion Plan

(1)propaganda

For residents in high-end residential areas, you can send beautiful advertising sheets (DM) and small gifts to car owners in the parking lot of nearby shopping places. Single pages can also be made into coupons.

(2)event marketing

① Student parties and reading activities. Contact the student union organizations of several important colleges and universities in the joining area to hold some salon parties and reading activities, which are still conducive to improving the taste and attracting students and young people to consume.

When the time is ripe, you can also hold an essay campaign with the theme of "coffee and life".

(3)service marketing

① Establish a membership card system. The name of the member is printed on the card. Membership card discount rate is not high, such as 9.5 fold. On the one hand, this 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 or her * Mr. or Miss in public, they will feel very respected.

② Personalized service.

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

Provide special explanation personnel for many consumers who come together. If they are interested, you can introduce them to the names and origins of various coffees. They can also be involved in coffee making.