I. Introduction of the Project
Due to the limited funds, only 50,000 yuan, I thought about it, because there is no better project, time is tight, and there is no better inspiration, so I will temporarily come to a traditional industry. My project is to make a sub-industry of clothing and open a slipper shop.
Before choosing an industry, I will weigh my venture capital, 50,000 yuan. Because the total investment for various industries is high or low, each industry is different, so first measure the industries that you have funds to do, and then make further plans. The advantage of choosing to open a slipper shop is that slippers are almost a necessity for families, the project cost is low, and it is easy to enter and start.
Second, the location of the store.
The choice of location has a great influence on the future operation of the store, so we must find a good store in the business circle. After my investigation, I found that the business circle around Yintai in the urban area is good, and it is the main business circle in Hangzhou. There are many high-end residential quarters around it, with developed transportation and dense population, and the market is no problem. Finally, I chose a store outside a community near Yintai Business Circle. There is a bus stop near the shop and a main road in front. People usually come and go during the day and at night. And it is also very close to the subway station, and the flow of people can be imagined. Surrounded by old communities, it has a large fixed population, mature plots and strong consumption power. In addition, I found that there are several clothing stores in this street, which are highly positioned. After consumers buy clothes, they can bring several pairs of slippers to my slipper shop, which has formed a dislocation operation with the surrounding shops.
Store rent is not high, 3000 yuan/month, pay three according to one. After finding a good store, the next step is to sign a contract with the landlord. And this action can't be too early, and it can only be carried out after the previous steps are completed. Because once you sign a contract with the landlord, you have to start paying the rent, and naturally there will be time pressure. So before I sign the contract with the landlord, all the preparatory work and written materials (including handling the business license, etc. I won't go into details here.) Everything is ready first. When signing a contract with the landlord, the lease term should not be too short. If you only sign for one year, you may not start recycling until one year later. As a result, the store was taken back by the landlord, and the ideal lease period was three to four years. I signed a contract for three years, and I can sublet it even if there are problems in the future (the rent here has been rising). Store rental needs a renovation period, so I implore the landlord to deduct the renovation period from the date when the rent starts to reduce the rental expenses. Burn less if you can. Who let us only have a start-up capital of 50 thousand yuan?
Third, the decoration of the store.
The store has been rented out, and it needs to be renovated below. Shop decoration is related to the management style of a shop and the first impression of its appearance. Therefore, the choice of decoration manufacturers is very important. The decoration manufacturers you are looking for must have relevant store decoration experience. For example, to open a coffee shop, you must find a manufacturer with experience in coffee shop decoration, and to open children's English, you must find a manufacturer with experience in children's cultural education and decoration. Because, if the decoration manufacturer does not have the decoration experience of the same type of storefront, then the renovated storefront may not fully meet the demand in actual operation. If the abortion is repeated then, it will certainly take money and time.
So before the decoration, I asked the decoration company to draw pictures, including plan, elevation, section, material, color, size and so on. , should be clearly stated in advance. In order to communicate clearly what you want to decorate, it is best to take the decorator to the same type of storefront for on-the-spot observation and explain clearly what you want to decorate, so that the renovated storefront will be closer to your own ideas.
The decoration effect I requested is as follows:
1, the eye-catching advertisement at the door is clear, so that people passing by can see what is sold in the store at a glance! It is important that the same slippers will have different effects when hung in different grades of shops. Don't let the overall image of your store affect your grade and customers' desire to buy! Of course, the store has just opened, so it is appropriate to wear simple clothes.
2, lighting and other hardware devices are also very important. If the store is not bright enough, it feels like it will close down! The light at the door must be on at night, which can attract the attention of passing customers at once! Lighting can also make slippers more moving, but different lighting will have different effects. Cold and warm collocation is most suitable for slipper shop. If all the lights are cold (that is, the white light you usually see), although the shop is bright, it feels pale and not warm enough, and the warm light (yellow light like the spotlights you usually see) can neutralize this pale feeling. In addition, you need to install a shoe mirror. People who come to the store to buy slippers are all high-end customers with high requirements, so the services provided must also meet the needs of these people. There must be air conditioning in summer, otherwise it is difficult to keep customers who have the patience to choose clothes and are not in the mood to try on slippers! The store decoration cost 5000 yuan, saving some flowers, including my own coolies.
Fourth, the channels for purchasing goods.
All because of the east wind. Let's get down to business. I should talk about how to buy money-making tools: how to buy slippers.
Selection and purchase of goods
1, goods selection: sample selection, style, brand and quantity.
When choosing goods, we should grasp the local market conditions: what new varieties appear? What is the sales trend? What is social stock? What is the price increase? What is the purchasing power status? Generally, I can know fairly well.
Brands are mainly miscellaneous brands, mainly foreign trade goods. Procurement should be marketable and appropriate, and a procurement plan should be prepared. Of course, it can also be modified during the purchase process. When purchasing, first go to the market to see, compare, ask, calculate and think about it, and then start a trial sale with less purchases, and then purchase in moderation. Because it is a new store opening, there must be many styles, giving customers many choices.
The purchase is arranged on Wednesday or Thursday every week, so that new products will definitely arrive at the store every Saturday, but only some new products are available, and some are left until Sunday! If you enter the peak sales season, make up the goods once every three or four days!
For the sales climaxes of the "March 8th", "May 1st", "National Day" and other festivals, don't wait until about the same time to prepare the goods, you can start preparing half a month in advance! Give yourself enough time to arrange!
2. Purchase channel:
Hangzhou has its own wholesale market. In order to get better and better supply, you can also find some slipper manufacturers mainly engaged in foreign trade around Zhejiang on Alibaba. Foreign trade slippers are generally of high quality.
Verb (abbreviation of verb) labor force planning
I'm going to recruit three people, two little girls, preferably beautiful MM (everyone loves beauty, and beautiful MM is easy to attract customers), who is mainly responsible for receiving customers and working in shifts. In addition, I have to recruit an older aunt and myself to take turns at the cashier. Basically, you should always watch it in the store (except for the purchase of goods or important things, it is more appropriate to start your own business). The salary of the two little girls, 1200/ month+commission, increased to 0% of the monthly turnover of 65438+, which improved their enthusiasm. The same is true for older aunts, 1000/ month+commission 1%, who are responsible for cashier problems.
Analysis of investment and monthly cost of intransitive verbs
1. Rent: 3,000 yuan/month, three pay one,12,000 yuan.
2. The decoration cost is 5000 yuan.
3. Down payment for slippers 10000 yuan.
4. Other expenses 1000 yuan.
5. The employee's salary can be settled at the end of 1, which is not included in the initial 50,000 yuan.
6. The remaining 22,000 yuan is used as working capital.
Seven, marketing strategy
(1) Opening Promotion
When everything is ready, we are ready for the official opening ceremony. In order to attract customers on the opening day, it is inevitable to hold some promotional activities, which are nothing more than discounts, gifts and lottery. At the same time, some leaflets were distributed in the surrounding communities.
(2) Show slippers
The key to making slippers is to have many varieties and give customers enough choices, which is different from other brand stores and does not depend on the sales of main models! The display of goods should highlight the characteristics of their own clothes, and the suits should be displayed separately, which not only makes the shop look neat, but also provides convenience for customers who want to buy purposeful slippers. If they just want to buy personalized slippers, they just need to choose among personalized categories. If they buy slippers in spring and want to buy a pair of cotton slippers in winter, they can take them directly with them. A large number of models should be recommended, often the fastest-selling, slippers in the window should be changed frequently, and you can't be lazy.
(C) the long-term development of marketing strategy
1, principle: new goods should be put on the shelves every week, mainly in the middle, supplemented by high and low grades (high-grade embellishment with low-grade)
2. Policy: standardize each link as much as possible to prepare for future chain development, that is, pattern replication.
3. Service: training the basic interests of sales staff, service attitude and service purpose to customers. No matter whether customers buy clothes or clothes with little money, they should send them away with a smile and let them leave with satisfaction. Only in this way can we have a good reputation and repeat customers. On the premise of possible realization, meet the requirements of customers as much as possible.
4. Methods:
(1) First surprise.
A. Give away trinkets and pendants for free, and let them fill out a long-term customer form (as a customer database).
(2) Increase the possibility of coming to the store next time.
A, convey the information that new goods are on the shelves every week.
B, using the customer database, give them a small favor under some excuse, let them come to the store to collect or inform the discount news, or send out-of-season clothes (to be quantified) or birthday gifts for free.
C, buy a proper amount of ladies' handbags, and inform the customer to send a ladies' handbag when shopping in 400 yuan at one time (ladies' handbags should be displayed in the store, and it is appropriate to buy a handbag with a price tag of 300+ in 38 yuan, which will give the customer a sense of value for money) or to spend more than 600 yuan. (After winning the prize, it will accumulate again)
(3) Satisfy shopping and make it introduce other buyers to the store as much as possible.
A. Inform customers that large quantities or group purchases can be discounted. For example, you can get a 20% discount if you buy 500 yuan or above at one time, or you can get a 20% discount on gold cards if you accumulate 1000 yuan.
B. Introduce new customers, for example, after the merger of 200 yuan and above, 50 yuan will give the recommender a shopping voucher for each new customer introduced.
(4) Irregular discount
A, people like to be greedy and cheap to a certain extent, especially women. When you open a store, you will get a big profit and a big gift, and the goods in this store will be 20% off. You can also adopt the strategy of buy one get one free (delivery is mainly based on deferred futures, supplemented by out-of-season goods). These signs usually capture a woman's heart.
(5) Do short-term promotion several times a year at the price of 10 to 30 yuan, which is very popular! Then deal with the unsalable money in the store at a low price! For example, May Day, November Day and March 8th Day.
Eight. abstract
To sum up, I opened a slipper shop with 50,000 yuan. Many people think that slippers are small things that can't support the operating expenses of a store. But my practice has proved that as long as the positioning is accurate, the slipper shop can also have a good prospect. However, I would like to remind other entrepreneurs that the retail price of slippers is generally not high, so if you open a slipper shop, customer orientation must be a mid-to high-end customer, otherwise you may not even be able to pay the rent.
Model essay on entrepreneurial project planning (2)
(1) Company Profile
Company name: Green Element Co., Ltd.
1, project background and company operation
With the acceleration of urbanization and the continuous improvement of people's living standards, the upsurge of architectural decoration is getting higher and higher. People blindly pursue luxurious and comfortable living space, but ignore the requirements for environmental quality. Coupled with the mixed market of building materials, decoration and furniture, indoor pollution problems inevitably arise. In recent years, people pay more and more attention to spiritual enjoyment and health while pursuing material enjoyment. Environmental awareness is getting stronger and stronger. At present, the harm of indoor decoration pollution to human health has attracted much attention and has become a problem that cannot be ignored by major decoration enterprises, production enterprises and individuals. Therefore, it is of great significance for people's physical and mental health and the development of interior decoration industry to strengthen the construction understanding of green interior decoration and green decoration materials and reduce indoor pollution.
With the rising domestic housing prices, more and more people become "house slaves", and the pursuit of space has become the extravagant hope of many people. Three-dimensional wallpaper is a new product, which can not only expand the space visually and give people a sense of visual satisfaction, but also be beautiful, and can design different pictures according to customers' needs.
At present, there is no company integrating decoration, materials and indoor environment testing in China, which has great development potential.
3. Products and services
We mainly introduce the following services to the market:
① Produce and sell all kinds of green decorative materials. Our company will provide professional environmental testing personnel to track and test the indoor environment of all environmental protection materials sold by our company for free, so as to ensure that customers confirm that the indoor environment meets the standards.
(2) Provide individual decoration business.
③ Provide a single indoor environment detection and treatment service for the whole market. There are professional environmental protection inspectors, who can provide customers with indoor harmful gas content and noise detection, and can handle the standard.
(4) production and sales of three-dimensional wallpaper. According to customers' requirements, we can customize the content of three-dimensional wallpaper and give free maintenance and use guidance.
4. Industry and market
With the rapid development of domestic real estate industry, the decoration industry has also developed rapidly. However, the rapid development makes various systems imperfect, which leads to the distorted development of the decoration industry. The building materials, decoration and furniture markets are mixed, and most of them contain harmful substances. The materials used by some unscrupulous merchants are also harmful to others. Ordinary people can't identify whether there are harmful substances, and they can't detect whether the indoor environment quality of decoration is up to standard.
In Shenyang, relevant departments conducted environmental monitoring on 65,438+000 civil buildings. The results showed that 80 households exceeded the standard, accounting for 80%. In the indoor environment monitoring of shopping malls, furniture cities, dance halls and other public places in this city, it is found that almost all the monitored public places have indoor harmful gases exceeding the standard. The source of indoor environmental pollution is the cause. Most indoor pollutants come from building and decoration materials. People use artificial boards more and more in the decoration process, and the furniture built indoors is too dense, and the selected large core boards are low in price and poor in quality. Thereby generating a large amount of carcinogen formaldehyde; The use of inferior coatings and paints is the main cause of carcinogenic pollutants of benzene series.
We introduce environmentally-friendly decoration materials, and customers who buy our materials and products can be accompanied by professional environmental monitoring personnel for free testing to ensure that customers confirm that the indoor environment meets the standards. At the same time, it can provide decoration business, launch individual indoor environment testing business and indoor pollution control for the market, and ensure that customers' indoor environment meets the standards. After investigation, there are not many three-dimensional wallpapers on the market at present, and they are not used in decoration, so they are new products. We can design and make personalized three-dimensional wallpaper according to customers' needs (or design and make it by customers themselves), and provide technical guidance for its use and maintenance. There is no similar company in the market, and the company has great development potential.
6. Marketing, we see the following marketing methods:
(1) Direct selling: In the early days, factory direct selling points were set up in several big cities, with specialized sales staff to reduce intermediate costs and let customers buy cheap products. We have special business receptionists to introduce products to customers. If customers have any questions, they can directly consult the receptionist or service personnel.
② Network marketing: Establish our own company website, and we will add modules such as product display, product test results, customer use evaluation and so on to the formula website, so that customers can better understand our company and products and make suggestions. () At the same time, we provide a special ordering column. Customers only need to mark the ordered products or services in detail online and leave detailed information. We will send someone to the door for service, charge an appropriate fee according to the distance, or use express delivery service (except decoration business).
③ Agency sales: We set up special agencies in cities without direct outlets to recruit agents (multi-level can be set up) to sell our products. This is a bit like this: on the one hand, it can expand our business scope; On the other hand, make use of the oral publicity of acquaintances to better promote our products.
④ Franchise marketing: After our company has a certain scale, we will invite franchisees from all walks of life in major provinces to develop our company into a nationwide franchise store. Customers from all provinces, cities and regions can not only enjoy our service through our website, but also enjoy the same quality service in our franchise stores. Moreover, the opening of this brand chain store has a certain effect on the promotion of our brand.
⑤ Education marketing: Our intellectuals publicize the present situation and harm of indoor environmental pollution to the public through lectures, so that people can truly realize the harm of indoor pollution, raise people's concern about indoor pollution, and guide people to buy our environmental protection decoration materials. The advantage of this is to save advertising costs, expand the influence of companies and products, and raise people's attention to indoor pollution.
7. Organization
Technical department
ministry of personnel
financial department
sales department
publicity department
market department
manufacturer
design department
(II) Company Profile
The theme of "World Environment Day" put forward by the State Environmental Protection Administration this year is "Everyone participates and creates a green home together". The so-called "green room" is an indoor environment that meets the requirements of environmental protection, is harmless and is beneficial to human health. For indoor decoration, firstly, we should not over-decorate, secondly, we should implement "green decoration", that is, we should buy "green building materials" and carry out "green decoration construction", and at the same time, CMA qualified units should carry out "indoor air quality testing" and the results meet the requirements of "indoor air quality standards" before we can move in. Building a "green home" requires the whole family to have a strong sense of environmental protection, advocate "green consumption" and buy "green furniture" in decoration, and save water, electricity, grain and all consumption including green ideas.
Our company is a company engaged in fine decoration of environmental protection. Based on the principle of "people-oriented, customer first", the company is willing to provide customers with exquisite workmanship, reasonable material selection, environmental protection and health, reasonable cost, intelligence and convenience, comfort and warmth, and customer satisfaction. The company will hire a large number of designers and construction technicians with national certification, and at the same time, the company will implement total quality management, formulate complete documents and work instructions for the implementation of policies and objectives, so that the general project can achieve "one-stop service", that is, the project can be closed. Civilized construction, let the owner feel at ease, do not accept any form of favor from the owner. In the process of engineering construction, hierarchical management is implemented, and the management work is carried out in an orderly manner.
Second, the market prospect forecast
(A) market demand analysis
Since the reform and opening up, China's economy has achieved rapid development, residents' income has increased and the housing distribution system has been reformed, and the consumption structure of residents has changed. The proportion of household consumption in household expenditure structure rose to 10%, ranking second only to physical consumption expenditure. At present, the development and sales of commercial housing occupy the vast majority of the real estate market in China, which is directly reflected in the sharp increase in the proportion of individuals buying commercial housing. At the same time, because the bank mortgage is convenient and fast, the real estate industry has not seen it for many years. Demand exceeds supply. Housing consumption demand provides a broad market prospect for the development of real estate industry. At present, the annual decoration business volume of China decoration market is 654.38+0 billion square meters. It can be divided into two parts: home improvement market and architectural decoration market. As far as the architectural decoration market is concerned, during the 2 1 year of reform and opening up (1978 ~ 1999), the average annual development speed of China's architectural decoration industry reached 32%, from 1990 ~ 1999, the average annual development speed of the industry was 40%. In recent years, the annual architectural decoration area in China has reached 600 million square meters, with an average annual growth of 25 billion yuan, and its total output value reached 65.438+02 billion yuan in 65.438+0999, equivalent to 30% of the total annual investment in urban housing in China. Experts predict that in the long run, this ratio will have a very optimistic trend. At the same time, there are many decoration enterprises, and there are constant entrants, so the market competition is quite fierce.
At present, people's high demands for life are mostly in the living environment, and how to use decoration to turn their pursuit into reality is increasingly recognized by people. Although gold decoration can make the house resplendent, it can also create similar effects by using other paints and metals. Advocating the use of environmentally friendly, green and frugal decoration materials is not only beneficial to environmental protection, but also to health; If you exceed your ability and pursue luxury excessively, it is a waste. Environmental protection decoration is more important than gold decoration. Family decoration should not only pursue gorgeous, warm and romantic appearance, but also aim at nature, safety, conciseness, beauty and comfort, carry out healthy, environmental protection and ecological decoration, choose environmentally friendly and safe materials as far as possible, adopt non-toxic, less toxic, pollution-free and less polluting construction techniques, and infiltrate the consciousness of "harmlessness, environmental protection and green" into family decoration design, furniture purchase and decoration configuration.
(2) Target market
Target consumer groups are divided into three categories:
The first category is the middle-end consumer group, aged between 28 and 35. They are the mainstream of the city and account for the largest population. They have relatively stable jobs and fixed income, and pursue low price and high quality in decoration choice. Therefore, we should focus on the first group of people in advertising and highlight the decorative style of warm IKEA decoration (environmental protection, fashion, avant-garde, art and humanity), which does not mean playing with high taste. The first category is our main advertising and promotion objectives.
The second category is high-end consumer groups, aged between 35 and 50, with rich economy and fixed assets, senior white-collar workers in joint ventures, private entrepreneurs, leaders of state-owned enterprises and senior civil servants. This kind of people are relatively rich in economy, as long as the decoration grade is high and the price is higher, they will not care too much.
The third category is low-end consumer groups, which are low-income working families in cities. At present, in the home improvement market in Hohhot, such people also account for a large proportion. They pay more attention to simplicity, comfort and cheapness in decoration. Therefore, it is necessary to make targeted advertisements and pay attention to the actual price of the decoration price for this part of the population. The price should be lower than that of similar decoration industries, and at the same time, the quality of decoration should be guaranteed, and the service commitment should make consumers feel at ease.
Third, the competition analysis
1, competitor
As far as the whole decoration market in China is concerned, the potential of the whole market is very great. But at the same time, the game is also wonderful. There are well-known enterprises that rely on brand advantages, and there are also teams of miscellaneous brands that rely on cost performance. As Warm IKEA is a newly established company, the task at this stage is to explore the local market.
2. Competitive products
The competitiveness of decoration industry is mainly reflected in the design ability and construction ability of decoration. It is embodied in the brand of the enterprise. If you want to surpass the old brand, you can only provide more exquisite design and better service than your competitors. Only in this way can we stand on our feet. Only in this way can we achieve unbeaten motivation.
3. Advantage analysis
(1), innovative ideas
As far as technology and construction are concerned, the current decoration industry has reached a bottleneck stage, that is, any enterprise can obtain the same technology and construction ability through certain efforts and innovation. Therefore, it is more important for us to emphasize an idea. That is, what kind of life or life culture we can provide to our customers.
(2) Good market prospect
Environmental protection home decoration has become the dominant decoration. Therefore, when most enterprises have not played this card, we can start from this aspect. Taking this as one of our advantages shows that its good market prospect is very optimistic.
(3) Advanced brand management and technical management.
One of our most important aspects is brand management and technical service management. We attach great importance to our brand building, from our external image to our technical construction management. Each process can reflect our CIS and technical quality management.
4. Analysis of disadvantages
As a new enterprise, the low social recognition of the enterprise is our important disadvantage. Starting from the psychology of the market and consumers, our understanding is unknown. In this regard, we can cooperate with our marketing plan. Promote our enterprise in the market. At the same time, we should attach importance to each of our customers, that is, we should know in their hearts that we serve them wholeheartedly.
5. Challenges
The challenges of decoration enterprises mainly come from competitors and potential competitors in the same industry. If you want to be invincible in this fierce competition, you must constantly improve your competitiveness. Only in this way can we withstand the challenges and survive in this industry.
Four: corporate strategy
total strategy
Strive to become the brand leader of home improvement enterprises in Hohhot in the future 10, and occupy a larger market share.
Five: marketing strategy
The marketing strategy mainly adopts advertising marketing. Therefore, advertising is divided into two key points, namely, brand building and promotion activities are carried out at the same time.
1, brand building
Newspaper advertisements: first, cooperate with the newspaper to open up a new home? The column with the theme of "New Life" covers all aspects of home improvement.
2. Marketing
Marketing activities should be carried out simultaneously with brand image building. In view of the fact that the popularity of Warm IKEA in the market is not very high, while establishing the brand image, we should also launch a strong marketing campaign for the target group.