Chapter 1: Business Plan of Beverage Shop 1. Product (service) introduction

1. Our store mainly deals in all kinds of coffee, milk tea and beer. In addition, in order to meet the consumer demand, we also deal in double-skin milk, shaved ice, milkshake, fruit beer, various juices and drinks, and various snacks, such as melon seeds, popcorn and potato chips of various flavors.

This shop is mainly designed for couples and also for college students. There are cubicles, each style is different. Red, orange, red, green, cyan, indigo and purple are the main colors of each carriage. On the basis of color, various themes are highlighted through the arrangement of furnishings. Red enthusiasm, green freshness, orange warmth, purple romance, and a big compartment, about 12 square meter. Used for friends' parties and birthday parties. Because the room is limited, you need to make an appointment in advance.

In order to attract customers, our store will constantly try to develop a new milk tea, which will become the recommended drink this week and be sold at a special price 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. Such as Valentine's Day: lovers' milk tea, Singles' Day: single milk tea, Children's Day: cartoon-shaped plastic cups. 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.

4. At the same time, you can apply for a couple's membership card and enjoy discounts on membership points or gift exchange.

5. Constantly change the packaging to meet the needs of consumers, and choose the shape and color of straws according to consumers' hobbies. Choose cup patterns through investigation.

6. The number of waiters in the store is the same as that of men and women, each wearing different colors of couples' clothes. Give people a refreshing feeling. At the same time, it also reduces the embarrassment of student customers.

Two. Company overview

The name of our store is "so-and-so drink shop", which is easy to remember and can be remembered quickly. Our goal is to attract customers with the unique characteristics of ordinary tea shops, and make a lot of money. It is a tea shop specially designed for college students. Provide a leisure, private and warm place for couples. Love is an eternal theme. "So-and-so drink shop" can make people daydream infinitely. "Love me" and "Let's be like a drink shop" will have different extensions for different people. This is also a striking corporate culture.

"So-and-so drink shop" is located in the center where college students are concentrated, and it can have a steady stream of customers. Our characteristic is not drinks, but unique environment and service. Give people a sense of freshness. Conquer consumers with fresh corporate culture and gain more loyal customers.

1, company purpose

Take college students' couples as the main customer base, pay attention to market operation, and attract more customers with better products and more distinctive services.

2. Business objectives

At the initial stage of operation, our main goal is to enter the target market. With the continuous growth of the market, our goal is to occupy more market share.

3. Product advantages

There are many kinds of milk tea, and there is a large space for customers to choose, and there are also many characteristics (among them, health milk tea is popular). Milk tea has the advantages of fast production, good taste, reasonable price and thoughtful service. And according to different consumer groups and seasonal differences, we can launch different products and different packages and services.

4. Management team

In our entrepreneurial team, there are six people in total, and the division of labor is as follows:

Production, sales, cash settlement, service, store layout, material ordering.

5. Company logo

A heart with wings, whose wings say so-and-so drink shop, is the transmission of love. The intimate service written in it is what we want to give our customers.

Three. Market demand and competition analysis

1. Market demand analysis

Except for some big brands of coffee shops, such as Starbucks in Wanda, most other hot drinks and cold drinks shops are bought and left by customers, and there are few environments that provide warm places. Many raw materials are directly placed outside in the open air, and the place where they are placed is not very clean, which is easy to disgust customers.

2. Competition analysis

Analysis of (1) five-force model

1. Existing competition: In the market, it is found that the direct competitor of "so-and-so drink shop" is a big brand drink shop like Starbucks, but its customers are mostly petty bourgeoisie, and the product price positioning is relatively high. Comparing the two, "so-and-so drink shop" is more suitable for consumer groups like students.

2. Potential competitors: Facing the environment around the school, many students have opened similar stores.

Chapter two: the business plan of tea shop; Shop location and design scheme; Store management; Supply channels; Market analysis; Development strategy; Publicity work; Marketing strategy; Economic cost and benefit analysis; Risk planning.

I. Industry background:

With the improvement of living standard and the change of consumption concept of China residents, drinks have changed from luxury to daily necessities. At the same time, with the increasing awareness of consumers' pursuit of health and nature, the demand for varieties in the beverage market is also changing, and the milk tea beverage called "upstart beverage" has become the most beautiful scenery in the beverage market.

However, behind the refreshing and delicious milk tea beverage, the milk tea beverage market is choppy and the war is just around the corner. Yesterday's milk tea drink "seven cups of tea" has been pushed further and further by Kuroshio and "three seconds fast" because of the lack of innovative and effective marketing strategies. At the same time, other beverage businesses are also "sharpening their swords". Although the milk tea and beverage market is booming and several major brands have controlled the market, many enterprises are still trying their best to follow up and grab market share.

Facing the huge market potential and fierce market competition, how should emerging drinks enter this milk tea beverage market as challengers? How should the company develop? What is the market prospect?

Second, the store introduction:

1. Store name: Youth Bank

2. Store structure: a team full of vigor and vitality, always paying attention to the dynamic needs of shopping malls, and having entrepreneurial spirit and new cooperation.

3. Operation status of the store: the store operates full-time, and the business hours are from 8: 00 am to 8: 00 pm 10. Considering that the tea shop will be divided into off-season and peak season, we will make reasonable adjustments in time and personnel according to the actual situation.

4. Products, services and features: Our store mainly provides a series of milk tea products, such as tea drinks, smoothies, shaved ice, grass, milkshakes, coffee and so on. The store is modern and simple, with comfortable and independent small rooms for customers to chat and rest.

Wired network can provide customers with notebooks with wireless internet access for leisure use.

5. Our aim: to serve customers, provide quality service, bring happiness to everyone, and let everyone feel the freshness of spring, the coolness of summer, the yearning of autumn and the warmth of winter in the' youth walk'.

6. Our goal: persist in independent innovation, constantly improve the quality of milk tea, adhere to our own brand, develop this brand into a market brand, and make a splash in the whole Hunan milk tea market.

Three. Store location and design scheme:

< 1 > store location: pedestrian street in commercial city.

Advantages:

1. There are many consumers, and the pedestrian street in the commercial city is the market area with the largest urban traffic.

2. There are schools such as Jishou No.1 Middle School, Shi Min Primary School and Jida Normal College, which are densely populated and easy to publicize. Generally, colleges and universities have places for information exchange, such as broadcasting and posting columns? We can make full use of them to promote our products and enhance our popularity.

3. It is convenient to carry out group activities, and inductive promotion can be used.

< 2 > design scheme:

Disadvantages: Because the commercial city is a densely populated area, the rent of shops is high and the capital turnover is difficult.

(1) Four cabinets form a square, and employees work in the square.

(2) Generally speaking, there are four styles: spring, summer, autumn and winter. Colors are light green, orange, light yellow and black and white. The cabinets are pasted with wallpaper of corresponding colors, and the employees are equipped with aprons and hats of corresponding colors. Summer gives people a cool and hearty feeling, and winter gives people a warm and homely feeling.

(3) The cups used should be made in a professional mode, customized by the manufacturer, and printed with our store name, propaganda slogan and store address on the cup wall.

Fourth, store management.

1. management ideas

The premise of excellent scientific management is to determine and implement correct and advanced management ideas. We will adopt the people-oriented management concept and attach importance to teamwork spirit. Attach importance to personal development, respect personal value, and realize the overall development of the store through the coordination and cooperation of functional leaders, and realize1+1> The effect of 2.

2. Management decisions

The management team is mainly composed of our entrepreneurial team. We are all college students and have relevant professional knowledge. We will make feasible decisions for the development of the store and perform the most efficient tasks. We will also invite people with technical and management experience in this industry to join us and hold important positions.

3. Team overview

Education background: I have a certain understanding of the milk tea industry and have received relevant training in milk tea.

Strong thirst for knowledge and enterprising spirit.

Interpersonal relationship: strong interpersonal affinity, enthusiasm and calmness.

Professional quality: Abide by it; Pay attention to norms; Have the spirit of hard work, can correctly handle and

Relationships between others.

Verb (abbreviation for verb) Source of supply:

Through on-the-spot investigation and online consultation, we found an authoritative raw material wholesale market. Gao Qiao Market in Yuhua District of Changsha City and Shiquan Food Distributor in Xihu District of Nanchang City are self-employed enterprises engaged in wholesale and investment promotion. Bubble tea raw materials, machinery and equipment, coffee raw materials, black tea series, milk tea equipment, fruit powder, fruit juice, milk tea raw materials, cup sealing film, pulp jam, pulp beverage, coffee raw materials and equipment are the main products of Gao Qiao Market in Yuhua District of Changsha City and Shiquan Food Distribution Bank in Xihu District of Nanchang City. Gao Qiao Market in Yuhua District of Changsha City and Shiquan Food Distributor in Xihu District of Nanchang City are enterprises approved and registered by relevant state departments. Gao Qiao Market in Yuhua District, Changsha City, and Shiquan Food Distributor in Xihu District, Nanchang City have established long-term cooperative relations with many enterprises, with strong strength, reasonable price and excellent service. The supply here is good and the quality is guaranteed, which is recognized by the relevant state departments. Therefore, we have an additional guarantee on supply.

Market analysis of intransitive verbs;

1, industry background analysis:

With the development of market economy, people's income is also growing steadily; The increase in income makes people put forward new requirements for diet. People's dietary concept is also undergoing more and more changes: from the initial "eat and drink enough" to the "eat and drink well" at the beginning of the 2/kloc-0 century, and then to the current "fashionable diet".

As a new bright spot in the catering industry, milk tea industry is attracting more and more investors and participants, and it itself has emerged and developed under this background; It is playing a restaurant industry that has sprung up suddenly. So far, the market saturation rate of milk tea is far from reaching, and a few milk tea shops are leading the vast milk tea market, such as the Kuroshio milk tea alliance shop. There are still many market gaps that have not been discovered, so the market prospects are promising. Tea shop is attracting all kinds of entrepreneurs with its characteristics of less investment, quick effect, stable income and low risk.

2. Market background analysis -SWOT analysis

Chapter III: Detailed Business Plan of Tea Shop19th century, after the French film "The Woman of Thirty-Seven Degrees" (Wild Rose in Paris) came out, thirty-seven degrees became synonymous with despair of ideals and freedom in my mind.

Chapter I Market Introduction

Tea shop is a place integrating leisure, entertainment, making friends, eating and other aspects, mainly for young people who like to pursue fashion. Compared with cafes, fast food restaurants, restaurants and other places, tea shop is a fresh and simple way of leisure and entertainment, which is more attractive to young people.

At present, the tea shops in Zunyi City are uneven, chaotic and lack of service. The varieties of tea are the same, most of them are the same. There is no tea shop with a clear and creative theme.

Chapter II Market Prospects

Zunyi City's economic level has developed rapidly in recent years, and the gap with first-tier cities has been narrowing. While people's income is increasing, the consumption level is also rising. With the growth of a large number of young people such as post-80s and post-90s, a new consumer group and consumption pattern is gradually taking shape. This is a group of new people who like to pursue new things. Tea shop is a place integrating leisure, entertainment, making friends, eating and other aspects, mainly for young people who like to pursue fashion. Compared with cafes, fast food restaurants, restaurants and other places, tea shop is a fresh and simple way of leisure and entertainment, which is more attractive to young people.

First of all, we should conduct market research to find out who consumes, how to consume, how much to consume and why to consume. As long as you know the 80s and 90s, you can succeed by knowing their needs. Because they are the backbone of future consumption, it is very important to study their psychology.

Chapter III Market Survey

(a) consumer groups

Survey methods: questionnaire and interview.

Observe the current operation of other tea shops and find out who the consumers of low, medium and high-end tea shops are.

For example:

I learned that people who are willing to go to tea shops are mainly concentrated after 80, 90 and 00, and there are also a few after 70.

Among them, the consumers of high-end tea shops are mainly from 1980s, followed by 1990s.

(2) Consumption habits

Survey methods: questionnaire and interview.

According to the conclusions reached by consumer groups, the survey was conducted for all age groups or special groups.

For example:

Post-70 s: pursuing cost performance, being too mature, not interested in new things, not liking to go to tea shops and other similar leisure and entertainment places, psychologically thinking that it is a place for children to play.

Post-80s generation: insensitive to price, buying whatever they think they like. They are a group of people who like to pursue new things, love to spend, dare to spend and can afford them. Their consumption is stable and lasting, they pay attention to status and face, love vanity and luxury goods.

Post-90 s: an only child, extremely insensitive to money, very fond of following the trend, able to spend, dare to spend, because there is no economic income, consumption is influenced by parents, and the frequency and amount of consumption depend entirely on pocket money. Consumption is unstable, but the future will be the mainstream.