I. Introduction

Food is the most important thing for people, which shows the importance of food. People eat at home and in restaurants. The latter category is broken down as follows:

Western food:

1, high-end restaurant: pay attention to taste and grade. Price is high. Suitable for high-income people.

2. Fast food restaurants, such as McDonald's and KFC. Suitable for teenagers.

Chinese food:

1. Hotel: Win by scale operation.

2. Small restaurant: win with special signature dishes.

3. Chain fast food restaurants: winning by chain scale operation.

4, food stalls: cheap and good quality, free to win.

If you find a foothold in the highly competitive market? "Selling point" is very important. China traditional food "porridge" is the main product of a series of products, although many people know, but there is not much good management. It is both a blind spot and a selling point. As long as there are good products and good management methods, they can be popular in the market. Good results have been achieved.

"porridge" dictionary explanation: porridge. Semi-liquid food cooked with grains or grains and other things. Eating porridge is a traditional eating habit of China people. It has a history of thousands of years. It is one of people's main diets. Especially the staple food of Buddhist disciples. In the year of famine, the court and the official rich man's house set up a "porridge" shed to help the famine, which shows the importance of "porridge" for survival. With the changes of the times, people should not only eat well, but also eat skillfully. Modern research shows that eating porridge has more health care, beauty and dietotherapy effects. The application of medicated porridge is the best way of health care, and it is simple and easy. So far, "porridge" is still one of the most popular foods in China. Such as millet porridge and corn porridge in the north; Guangdong's boat porridge and brother porridge spread overseas and became popular in Southeast Asia. In addition to the general diet, it can also be used for disease prevention and treatment, health care and beauty. Due to various reasons, such as scattered methods, single varieties and wrong marketing methods, it is impossible to form industrial management. We just seize the opportunity, dig and sort out, collect and screen out hundreds of practical porridge maps, and launch a series of products of Hekou porridge to meet the market demand. The survey shows that this is one of the industries with low investment risk, wide application, low cost, great profit, considerable market prospect and high return rate.

Second, market research and competition

At present, people's understanding of porridge is still limited to the general state, with a single variety, such as pickled rice porridge, eight-treasure porridge (red) bean porridge, millet porridge, preserved egg porridge and a few other varieties, with little publicity on the utility and outdated sales methods. There is no special porridge shop and corresponding marketing network, so there is a big market gap and no obvious competition.

Ordinary porridge can only satisfy hunger, with low price, low profit and high human selectivity. We have introduced hundreds of green products for dietotherapy, health care, beauty and longevity.

Selling point: not porridge, but health! The concept of treating porridge as a general food has long been out of date, and its positive significance lies in helping people improve their quality of life, restore their self-esteem and self-confidence, meet people's psychological needs, and let consumers get value and satisfaction from it. At the same time, before others wake up, find out the potential needs of consumers, create for them and seize business opportunities.

Third, consumer research.

1. Target: ordinary consumers, with emphasis on infants, students, the elderly, pregnant women and patients.

2. Main functions: nutrition, hygiene, good taste, health care and dietotherapy.

3. Main occasion: Breakfast: an economical and nutritious breakfast. Cooperate with some sales. Dinner: In addition to the above functions, the focus is on hospitals and schools. Supper: Provide leisure space and nutritious food for customers who eat supper. Providing quality service to taxi drivers at night is also an opportunity that cannot be ignored.

4. Importance: Patients, students and the elderly need nutrition; Avoid the trouble of cooking porridge and the inconvenience of buying raw materials; Safer, more hygienic, more nutritious and more effective. The nourishing function of high-grade porridge makes people with status feel superior. Keep healthy, save time and effort, and make consumers feel cheap.

4. Main products: more than 300 kinds of porridge and 62 kinds of dry snacks are supplied in turn (formula and preparation method are reported separately).

1 cereal 14 2 bean porridge 16 3 vegetable porridge 36 4 meat porridge 40 5 flower porridge 12.

6 32 kinds of fruit porridge, 7 kinds of traditional Chinese medicine porridge, 80 kinds of fish porridge, 20 kinds of 9 kinds of other porridge 12.

62 support products

1 Cake 36 2 Cake163Other 10

Advantages: many varieties, wide adaptability, high selectivity, cheap raw materials, easy procurement, short process flow, no need for special technology, easy production, good sales and no off-season.

Disadvantages: Because there are many ingredients, the initial purchase is a bit troublesome, and the promotion needs a process.

2. Braised vegetables: local special stewed vegetables (such as Sichuan stewed vegetables, Wuhan duck neck, Nanjing salted duck, Kaifeng cockfighting, Jiangsu and Zhejiang rotten vegetables, Guangdong and Hunan roasted meat smoked vegetables), fresh pickles, etc.

3. Local specialty snacks:

1. Northern flavor: northeast Li Liangui bacon cake, Haicheng cake, Dalian jujube paste steamed cake, Tianjin mother-child clove cake, Shijin sesame cake, pancake fruit, Chengde sugar miscellaneous pot cake, flower rose cake, Beijing Worth clear oil cake, Inner Mongolia Hada cake, Xi 'an Chinese hamburger, radish cake, Qin Zhen cold rice noodles, Huang Gui persimmon cake, Shandong Binzhou pot cake, Jinan Melaleuca cake, etc.

2. Southern flavor: Taiwan Province peanut cake, pickles cake, bean paste pot cake, pumpkin cake, three fresh pot cake, Shanghai soju cake, pine silk pot cake, Sichuan pepper and salt pot kui, rose cake, Jiangsu Huangqiao sesame seed cake, Suzhou sesame seed cake, Yangzhou jujube paste cake, Taicang oil-soaked spring cake, Guiyang chicken cake, Hangzhou hemp cake, Huzhou aunt cake and Jinhua. Xiaotaoyuan Crispy Cake, Mianwo, Bean Paste Lotus Root Cake, Guangxi Lotus Seed Cake, Anqing Crispy Cake, Hunan Liuyang Fennel Cake, Jiangxi Jiujiang Osmanthus Tea Cake, Guangdong Chaozhou Lard Cheese Onion Cake, Guangzhou Xiaofeng Cake, Crescent Cake, Yunnan Egg Wheat Cake, Fujian Quanzhou Crystal Cake, Quanzhou Taro Cake. Fried oysters in Xiamen, and so on.

There are many local snacks, which can be made according to local conditions. It is suggested that snacks between north and south are more attractive.

5. Market suggestions

Recently:

1. Open a model shop. In order to promote the brand and expand its influence. The appropriate location is the city center. The area is 40-50 square meters. The decorative style is based on the theme of returning to nature. All the boards, tables and chairs. Simple, simple.

2. Delivery service: porridge is boiled in a large pot, and the ingredients are packaged separately and prepared in a small pot. Professional delivery team. Key targets: hospital inpatient department, school and family. Dressing staff put forward the menu (with porridge chart and symptoms) and accepted the telephone order.

Mid-term:

1. Gradually open chain stores. You can franchise, and you don't charge the joining fee, but only charge a small amount of trademark use fee and management fee. The head office distributes ingredients in a unified way. The store only orders, not sells.

2. Shop-in-counter: Use other people's venues to operate. They can be self-employed or delivery workers (such as hotels, shopping malls, cinemas, Bati and other places, parks, tourist areas, etc.).

3. Combine the re-employment project (contact the relevant government departments for support) to attract a large number of laid-off workers, set up fixed-point and regular supply of mobile trucks (stations, main roads and residential areas can be used) to rapidly expand the number of employed people, exempt from venue rent, and also expand sales, increase profits and gain both fame and fortune.

4. Build your own website. Carry out online publicity, ordering, joining, etc. Expand sales channels.

Forward:

Industrial production: through merger, trusteeship, entrusted processing, etc. Finished porridge (canned) and semi-finished products (bagged) are produced by the original cannery and sold in supermarkets.

It will take about 1 to 3 years for the above processes to be gradually popularized.

Six commodity positioning

1, popular food series

2. Price: vegetarian: 2.00-2.50 yuan/bowl of meat and poultry: 3.00-5.00 yuan/bowl of high-end dishes: 10- 15 yuan/bowl.

Acura 50- 100 Yuan/bowl

3. Tableware: disposable

4. Variety: The store keeps more than 50 varieties every day, and orders are reserved according to the menu.

Seven. manning

(Single store) has a manager, two producers, 1 cashier, five waiters (all equipped in class two), 1 buyer (and *** 10). Each store can set up personnel according to the specific situation.

Time: 7: 00-2 1: 00 in summer.

7: 00-20: 00 in winter

Eight. capital budgeting

1. Venue: 30-50 square meters. Rent1500-2,500 yuan. It's even lower if you rent the second floor (the situation varies from region to region)

Three months' rent in advance: 9000- 15000 yuan.

Store decoration is 5000- 10000 yuan (depending on the conditions, it can be simply decorated and the price is lower).

Table: one 100 yuan, eight ***800 yuan.

Stools: one 30 yuan and 32 960 yuan.

Bowl (disposable paper bowl): 0.30 yuan each, 500 *** 150 yuan.

Electrical appliances: one refrigerator and one disinfection cabinet, totaling 1000 yuan. An electric baking pan 1500 yuan. An air conditioner is 2450 yuan.

Six-hole gas stove: one 650 yuan, the rest 600 yuan (cooker, stainless steel barrel. One for large, medium and small; A set of steamer, etc. )

Information fee: 2800 yuan. Operating capital: 2000-5000 yuan.

Licenses, licenses, fees, taxes, etc. The management fee for industrial and commercial photos, tax registration and other things is 2000 yuan.

Total: 26,465,438+00—37,465,438+00 yuan.

2. Store budget 100 m2

The rent is 5000 yuan. It's even lower if you rent the second floor (the situation varies from region to region)

Three months' rent in advance: 15000 yuan.

Store decoration is 20,000-50,000 yuan (depending on the conditions, it can be simply decorated and the price is lower).

Desk: 100 Yuan, 16 yuan * * * 1600 yuan.

Bench: a 30 yuan, 72 ***2 160 yuan.

Bowl (disposable paper bowl): 0.30 yuan, 1500 ***450 yuan.

Electrical appliances: one refrigerator and one disinfection cabinet, totaling 1000 yuan. An electric baking pan 1500 yuan. An air conditioner is 2450 yuan.

Six-hole gas stoves: two 1350 yuan and one pulverizer: 400 yuan. The rest: 2500 yuan for odds and ends (stove, stainless steel barrel. One for large, medium and small; A set of steamer, etc. )

Information fee: 2800 yuan. Operating capital: 2000-5000 yuan.

Certificates, licenses, fees, taxes, etc. The management fee for industrial and commercial photos, tax registration and other things is 2000 yuan.

Total: 55,265,438+00—88,265,438+00 yuan.

Nine. Welfare budget

1, 30-50 square meters store: the daily flow (turnover) is 2,000 yuan, and the 50% gross profit margin is 30,000 yuan per month. The annual gross profit is 360,000. The investment can be recovered within three months. In the second year, with the expansion of influence, orders and turnover will increase by 15%, and the profit should reach 40,000/year. If it is done well, it can be doubled.

2. 100 square meter storefront: the daily flow (turnover) is 4,000 yuan, and the gross profit margin is 50%, which is 60,000 yuan per month. The annual gross profit is 720,000. The investment can be recovered within two months. In the second year, with the expansion of influence, orders and turnover will increase by 15%, and the profit should reach 22. 80,000/year can be doubled if it is done well.

Ten creative directions

This product looks simple and ordinary, but it has great effect. Most people only know one thing and don't know another. Family is not easy to do, big hotels are unwilling to do it, and more people will not do it. Doctors can prescribe prescriptions but can't cook porridge, restaurants don't know pharmacology, they won't do it, or they don't want to do it. It is an industry that is not noticed by ordinary people, but has huge development space and unlimited business opportunities. Old and fresh. There is a saying that "one trick is fresh, eat all over the sky"! Why not?

I didn't create it myself, but a successful remedy summed up by countless people for thousands of years. I just collect, summarize, select, sort out, and industrialize and commercialize it, so that everyone can benefit and get benefits from it.

In recent years, eating porridge has become a fashion. Many big cities have big porridge shops, and their business is booming. Newspapers often report. Opening a porridge shop can be big or small. It has become the first choice for entrepreneurs.

The picture below shows the comparison between family and porridge shop:

Diversified production modes affect the procurement of raw materials and ingredients.

Family is tedious and time-consuming, and spices are not easy to purchase, easy to waste and unprofessional because of the small amount of purchase.

Hundreds of varieties of porridge shops are supplied at the same time, which is wide in application, time-saving, low in cost, good in taste, convenient to purchase, complete in ingredients, low in price and not wasteful.

Advantages of purchasing raw materials and ingredients:

1, raw materials are easy to purchase. There are grain wholesale markets all over the country, all of which are purchased locally. Naturally, someone sent it to the door.

2. Ingredients: vegetables, meat and poultry, flowers, fruits, Chinese medicine and seafood can be purchased locally. In the near future, all localities can also increase local specialty products, enrich varieties and make characteristics.

In addition to home cooking, many side dishes with porridge are sent by other manufacturers. For example, pickles, pickles and so on.

1 1 public relations strategy

1, supported by the government

Explain the enterprise ideas to the leaders of relevant government departments, combine re-employment and increase jobs, set up mobile sales vehicles in this city, and form network operation. It not only increases employment, expands influence, but also increases benefits.

Combine poverty alleviation. Many poor areas have unique specialty resources. If we win the support of the local government and turn local specialties into resource ingredients, we will not only increase the characteristics, but also win the "poverty alleviation funds"

2. Support from medical and nutrition experts

This product is slimming porridge and needs expert support. Send the materials and functions of this product to experts for demonstration, or ask them to be honorary consultants.

3. Support from the press

This product is serialized in the life food column of newspapers and magazines. Porridge porridge is a free advertisement.

4. Other public relations activities

For example, condolences to traffic police, lonely old people, orphans, disabled people and so on. There are other public welfare activities.

Twelve conclusions open sesame!

In today's commercial tide, competition is everywhere and business opportunities are fleeting. The kind of person who only sticks to the old and does not stick to the old; He who hesitates will only capsize and fall into the water in the tide. Opportunities and risks coexist. Success is closely related to courage. What are you waiting for?

The success of a good film and television drama: a good script, a good screenwriter, a good director, a group of good actors and a good stage. Similarly, a successful enterprise needs: a good idea, a good product, a group of good talents, a good marketing method, a good market and a shrewd investor.

There has never been a savior or an immortal emperor. It is up to us to create human happiness!

How can you see a rainbow without experiencing wind and rain? No one can succeed casually.