Tea Shop Project Planning in 2020 (I) I. Project Introduction
Our store is an entrepreneurial project with less capital investment, wide consumers, fast recovery cost and easy to find. Generally, except for the store rent, labor and daily expenses of about 3 months, the operation and management of tea shops do not need much working capital, which is very suitable for small enterprises to start their own businesses. The name of our shop is xx, which is easy to remember and remember. Our goal is to attract customers and make big profits with the unique characteristics of ordinary tea shops. After a year to build the reputation of "xx", establish the brand effect, accumulate funds, and expand the business to other markets through research and pilot, so as to obtain greater benefits. Through continuous reform and gradual improvement in the course of operation, we will form a reputation, expand market share and form a chain of "xx" tea shops.
Second, the industry analysis
Milk tea and coffee belong to mass consumption, with many consumers, mainly young students. Both the current market demand and the future market demand are great, but the competition in the tea shop industry is also fierce. We must make characteristics in order not to be eliminated and stand out in the industry. At present, most tea shops have the same taste. If you want to do it well, you must innovate, such as adding new tastes and using strange and interesting cups to make customers feel refreshed. At the same time, we should pay attention to the hygiene of the tea shop, so that customers will feel clean and fresh as soon as they enter the tea shop.
For the pricing of products, we will set different prices according to different tastes, generally around xx yuan, which is the same as the average market price. We seize the market share with the competitive advantage and the quality and characteristics of our products.
Because there are many similar stores, it is difficult to enter the industry, and most customers have inertia consumption psychology, so it is difficult to gain a competitive advantage in the industry. Therefore, at the initial stage of opening, you will get a pass to enter the market with high quality and low price, there will be promotions and special offers, and products and services will be introduced.
Three. Product/service introduction
Our shop mainly deals in all kinds of coffee and milk tea. In addition, in order to meet the consumer demand, we also deal in double-skin milk, shaved ice, milkshake, various juices and drinks, and various snacks, such as melon seeds and roasted wings of various flavors. In order to attract customers, our store will continue to try to develop new varieties of milk tea, which will become the recommended drink this week and will be sold on sale two days before its launch. If the response is good, it will become our characteristic product. In order not to be imitated and surpassed, we will constantly introduce new products, holiday products and anniversary products. For example, Valentine's Day: lovers' milk tea, Singles' Day: single milk tea. Constantly attract customers because of their own characteristics, make customers impressed with our store, gradually form a word of mouth, and become an intangible brand asset of enterprises.
In addition, the seasoning technology can be combined with the requirements of wine blending process, which is a qualitative leap and an artistic enjoyment. The main ingredients of milk tea are: milk powder, tea, sugar, water (and ice) and spices (including pearls in bubble tea). The taste of milk tea made of different water is very different. Do you use tap water? Or mineral water? Or mountain spring water? Seawater? Filter water? This is completely different. Although the mountain spring water is expensive, it tastes good and the products are good to have repeat customers. So is ice, and the process of making ice will also seriously affect the quality of each cup of milk tea. Therefore, for the long-term development of the enterprise, the operators really learned the technology of milk tea. Basic knowledge: 1, learn to taste milk tea; 2. Raw material formula; 3. Seasoning quantity and time; 4. Application of equipment and seasoning temperature; 5, seasoning techniques; 6. Preservation of milk tea; 7. Packaging requirements of milk tea; 8. Changes in milk tea, including sample change and qualitative change, such as pulling flowers.
Fourth, the store location.
Milk tea is a fast-consuming leisure drink, which is completely dispensable. Therefore, if the location is not good, no one will go to Wan Li to have a cup of milk tea with you. The bustling location is the best choice. This does not need to be considered, but the high cost of busy lots has to be considered. Therefore, we should find a venue according to our own investment ability and competitiveness, look at the present situation of shops and estimate the future development. It is necessary to evaluate the level of sleeper consumption, and it is not appropriate to invest heavily in places with low consumption; Similarly, don't invest low in places with high consumption. We should also consider whether there are peers nearby or around, the price and quality, whether the shops we are looking for are competitive, whether there may be competitors in the future, and so on. Especially for investors who are short of funds like us, in the calculation of breakeven, we will determine the location of the store according to the data that "the rent of the opposite store shall not exceed 15% of the average minimum turnover". The school is surrounded by a very good location, with many students and more consumption. What needs to be added is that most customers who buy milk tea are women, so if there are many girls, especially young girls, it is undoubtedly a good place to go.
Verb (abbreviation of verb) decoration and equipment procurement
Decoration is designed according to investment quota, consumption level and product collocation. Decoration style should be in line with consumption power, comfortable and hygienic, simple and generous. Especially for young people's ideas, it is necessary to design more distinctive and let young people like it. Pay special attention to the process design of the bar, design the scheme according to the product demand and equipment, and consider the space required for product promotion and equipment addition as much as possible while running smoothly. This also includes hydropower layout and hydropower requirements.
Purchase equipment according to the product menu. Good high-quality equipment can make more high-quality products and improve speed and efficiency. The equipment of the store should match the hydraulic power of the store, especially in the small area of pedestrian street, and it is necessary to consider finding another kitchen to coordinate.
Human resource planning of intransitive verbs
With the development of society, people have become the most precious resource, which is determined by people's initiative and creativity. Enterprises should follow scientific principles and methods to manage this resource well.
According to everyone's different advantages and strengths, we arrange the staff of our store as follows: manager xx, responsible for raw material procurement, ensuring the quality of raw material procurement, and controlling inventory to ensure the normal operation of the store and not accumulating too much funds. Xx, very thoughtful and flexible, is responsible for the trial and research and development of new milk tea products, and guarantees to launch a new product every week. Xx, cautious, careful, responsible for financial work, statistical income, control expenditure. Xx, diligent, skillful, bold and careful, is responsible for the operation and management of products, that is, the preparation of milk tea, ensuring the operation speed and serving customers.
One year later, when the store business is booming or expanding, we will recruit some experienced talents. Please note that we would rather be stupid than too smart, because being too smart is easy to betray our bones. In the recruitment, in order not to have too many property disputes in the future, we should try to avoid recruiting relatives and friends.
7. Market analysis and forecast, competitor analysis and the characteristics of our store.
Demand is at a large stage at present, and there is a growing trend in the future. At this stage, most competitors have no characteristics, and a few enterprises with characteristics have not been promoted. Therefore, if enterprises want to occupy a certain market position after entering the market, they must strive to create characteristics and attract people in a unique way. In the course of operation, we should pay attention to the products and services of our peers, and learn from them in time if there are good benefits.
Eight, marketing strategy
1, advertisement
For the sake of the company's popularity, we will let customers know about "xx" through leaflets, and we will put up posters at the door of the store to inform customers of the recent new products and recent promotional activities. Signs in storefronts use conspicuous colors and styles. After accumulating a certain amount of funds in the later period, you can also invest in advertisements in newspapers, radio, television and the Internet. In addition, all the staff are wearing our work clothes.
2. Promotion plan
A to apply for membership, you need xx yuan/person, and you can apply for free if you spend over xx yuan at one time. Members can enjoy a 10% discount when using the membership card, and they will also receive blessings and gifts from our store at the birthday party.
B. It's refreshing to use strange and novel cups and straws.
C. lovers' cups and straws are used. Couples come, you can recommend a couple package and give gifts.
Launch special holiday products and activities in various festivals to attract customers.
E. Give a small gift when the one-time consumption reaches xx yuan. Sometimes we can send you a special xx with our store name, which not only delights our customers, but also enhances our popularity.
3. Price
There will be a special price two days before each new product goes on the market, and the rest will be sold at the average market price. Later, if you have your own brand, you will raise the price appropriately.
4. Team management
Every employee should do his job well. In important affairs, the manager will call people to discuss and make decisions.
Step 5 serve
The staff in the store should provide good service, keep a good mood, be careful and polite to customers, and don't lose your temper with customers.
Nine. Financial demand and application
1, principle
Use every penny on the cutting edge and give full play to the value of every penny.
2. Initial investment
During this period, the funds are mainly used for equipment procurement, product raw material procurement, store rent, pre-publicity and so on. It is estimated that it will cost about X million yuan.
A, sealing machine xx yuan, freezer xx yuan, mixer xx yuan, water dispenser xx yuan, sealing film, cups, straws, various containers xx yuan.
B. Decoration: including signboards, door walls, etc. Xx yuan
C. Business equipment: including membership card fees, small gift fees, telephones, air conditioners and cash registers, totaling X million yuan.
D. Opening expenses: including registration, opening marketing and staff training. ***xx yuan.
E. Monthly operation and management cost: about xx yuan (1). Rental fee: xx yuan. (2) Water and electricity charges: xx yuan. (3) Telephone and Internet access fee: xx yuan. (4) Purchase fee: including transportation equipment use fee, which is xx yuan.
In the first year, the shopkeeper will make a monthly cash flow statement and a capital profit and loss statement, and quarterly in the second and third years.
3. Second investment
At this stage, our "xx" should have a certain popularity, a certain reputation among customers, a good share in the market and a good prospect. Our store will be greatly expanded and the service quality will be further improved. Its source of funds is mainly the accumulation of the company's early profits and the introduction of foreign funds, such as bank credit.
X. Risk and risk management
In order to prevent damage and theft, the tea shop tries not to leave anyone for 24 hours. Arrange two people on duty every night, from 7: 30 pm to 7: 30 am. After 7: 30 am, other owners will take care of normal business hours (10: 00 am). In the future, with the expansion of the store or the increase of turnover, our store will take out insurance.
XI。 Medium and long-term planning
If the actual situation is not as ideal as the current expected plan, our store will adjust its marketing strategy in time and close down after handling all the equipment and facilities within two years. One year later, if it is profitable as expected, it is planned to expand the business area, install several sets of sofas, establish more comfortable entertainment forms and provide music in the store in the next one to two years. If conditions permit, guitar playing and song ordering modes can be increased to provide customers with a more comfortable environment.
Tea Shop Project Planning 2020 (II) I. Project Introduction
Tea shop is a small business, which needs less funds and is easy to operate, so it is more suitable for first-time entrepreneurs.
Second, the industry analysis
Milk tea is a kind of popular consumption beverage mainly for young people. The market demand is great, but the competition is fierce. Therefore, milk tea must have its own characteristics so that it will not be eliminated, take its own route and avoid big coins. You can launch various preferential activities appropriately and get a pass to enter the market.
Third, the location of the store
Few people will come here because of a cup of milk tea, so the location of milk tea shop should be within the radiation range of popular business districts as far as possible, not only depending on the present situation of the shop, but also predicting the future development, and making a comprehensive evaluation according to its own investment ability. In addition, women consume milk tea more frequently, so there are many young girls, which is undoubtedly a good location.
Four. Products/services
The final core attribute of tea shop will return to products and services. If you want to firmly grasp consumers, you must do a good job in products and services. The long-term operation and development of tea shops can not be separated from good taste and intimate service.
Verb (abbreviation of verb) advertisement
The popularity of tea shops can be publicized through leaflets, posters and door lights in the early stage. After accumulating certain funds, advertisements can also be placed in newspapers, television and online platforms.
Intransitive verb promotion plan
In daily operation, you can introduce the membership points system, or give small gifts after consumption. On holidays, we can make special products and activities, such as the couple's package on Qixi.
Seven, the price
A few days before each new product goes on the market, it can be sold at a price slightly lower than the market price, and the price can be raised appropriately after the new product is accepted by the public.
Eight. manage
Uniform staff dress, standardize service terms, and hold regular meetings to check for leaks and fill vacancies.
Tea Shop Project Planning 2020 (III) I. Project Introduction
(1) project background
Xx Tea was born in xx District, xx City in 20xx. Adhering to the concept of making every cup of tea with heart and making every customer feel healthier and more delicious, xx Tea has developed from a small bubble tea shop in the business circle of National Taiwan University to a boutique fashion tea chain company with nearly 200 stores in xx in just five years. I admire Chinese mainland's long-standing tea culture, and deeply feel that although the mainland beverage market is contending, xx tea entered the mainland market in 20xx, aiming to let more people in China experience high-quality xx tea culture by providing chain service of fine tea.
(2) Project introduction
"Brand is the guarantee of quality". Although some people say that they are not superstitious about brands, they still agree with this statement. Opening a branded tea shop will make consumers feel more at ease. Xx tea insists on always insisting on quality and health! Achieve the first brand of healthy drinks! The principle of product development, bringing the healthiest products to consumers is the pursuit of xx.
(3) Market prospect
What is sold now is milk tea, which is one of the favorite drinks for young people and urban white-collar workers. Drinking milk tea has become a fashion trend. And with the popularity of milk tea, their demand for milk tea will be greater, and the milk tea market will be broader. Moreover, there is no difference between off-season and peak season, and milk tea can be made all year round. The ups and downs of the market will not be too great, and the income is guaranteed.
The target consumers of xx tea are young people and urban white-collar workers, which fits the mainstream consumers of milk tea. Its market segment is the mid-range market, with outstanding quality. With the improvement of people's living standards, the demand for quality is getting higher and higher, and inferior milk tea will inevitably be eliminated. It is an inevitable trend that milk tea tends to be quality.
Second, the industry analysis
(A) the status quo of the industry
The beverage industry to which milk tea belongs is constantly developing, and various products emerge in an endless stream. Milk tea develops rapidly because of its variety and changeable taste. With the emergence of xx bubble tea, milk tea quickly swept the country, and various milk tea shops mushroomed in the streets of the city. After more than ten years of evolution and development, consumers tend to be rational in their consumption of milk tea and pay more attention to its quality. This has slowed down the development of milk tea shops, and investors have become more picky about the quality of milk tea.
The rapid development of tea shops also means fierce competition for milk tea. Milk tea is also developing in two opposite directions: first, middle and low-grade milk tea shops fight price wars to win more customers; The other is the quality of high-end tea shop, which has excellent quality, good environment and high price. Both have their own consumer groups, but the consumers of milk tea are more middle class. Therefore, a tea shop with moderate price and guaranteed quality will be more favored by consumers.
(B) SWOT analysis
1, advantage analysis
(1) Milk tea is sold and drunk now. Moreover, most of the products of the tea shop can be used as both cold drinks and hot drinks, and there is a market all year round.
(2) Milk tea is generally divided into three aspects: main ingredients, auxiliary materials and additives. The main ingredients are red beans, peanuts, pearls and raisins. Therefore, while drinking milk tea, there is also a pleasure of "eating". Other drinks provide a single additive, which cannot be compared with milk tea.
(3) The facade can be large or small, with small one-time investment, low risk, short investment return period and high rate of return.
(4) The technical threshold for opening a tea shop is low and the operation is simple. It can be operated in a few days after training, and there are few operators, usually about three.
(5)xx milk tea has more than 10 series and more than 100 special products, with a wide range of products and strong selectivity. Xx milk tea includes milk tea, fruit juice, tea, smoothies and coffee series.
(6)xx milk tea has the guarantee of brand and quality, and adheres to the product development principle of "zero creamer and zero fruit powder".
2. Disadvantages: analysis of disadvantages
(1) The low threshold of capital and technology for tea shops is both an advantage and a disadvantage. Because of the low threshold of capital and technology, there are many people who can open milk tea shops, and the milk tea market can easily reach saturation, and the focus of competition is price competition.
(2) The added value of milk tea is low, so we can't dig the connotation worthy of aftertaste.
(3) The business of tea shop depends largely on the location of the shop. Consumers who buy milk tea generally conform to the principle of proximity and will not run far for a cup of milk tea.
(4) The quality of the store's products directly depends on the quality of the raw materials he uses. Moreover, the source of raw materials is transparent, and successful shops are easily copied by others, making it difficult for shops to operate for a long time.
(5) Due to the media propaganda, consumers' cognition of milk tea is wrong, and they think that milk tea is "pigment water with essence and sugar".
(6) Without the ability to research and develop raw materials, we can only passively accept raw materials provided by manufacturers, so that our products are not unique.
3. Opportunity: Opportunity analysis
With the continuous promotion of xx milk tea, the "zero creamer and zero fruit powder" emphasized by xx milk tea has formed a deep impression in the minds of some consumers, and it is used as a quality standard to measure milk tea. Therefore, as long as xx milk tea franchisees spare no effort to publicize and emphasize this concept and make it deeply rooted in people's hearts, consumers will take it as the quality standard for evaluating milk tea. When other brands can't do this, they will naturally choose xx milk tea. "Zero milk essence and zero fruit powder" is the USP of xx milk tea, which is a unique consumption proposition.
4. Threats: threat analysis
(1) The quality of tea shops is uneven, and the price of middle and low-grade tea shops is relatively low, which is attractive to some consumers.
(2) Milk tea is a substitute product, and consumers can choose other drinks to replace milk tea. Therefore, opening xx tea shop should not only compete with other milk teas, but also compete with other kinds of drinks.
Third, product introduction
Xx milk tea has developed more than 10 series and more than 100 products, which are divided into three types: cold, warm and hot, and have a market all year round. Moreover, xx milk tea will launch new products every season, as the main product of this season, to ensure the upgrading of products. Xx milk tea menu can be adjusted freely according to local actual situation and sales situation.
Fourth, the store location.
In addition to the location around the university, we can also choose shops with low cost and great value-added potential from the aspects of regional economic development trend, income level, planning and population quality, and from the aspects of passenger flow, quality and quantity of purchasing power, and quality of shops themselves. Specific reference is as follows:
1, location of regional stores
A shopping mall/supermarket/commercial pedestrian street in the downtown area
2. Flavor food street in the dining area
Recreation area playground/large entertainment plaza/tourist resort