I. Executive summary
1. 1 project idea
With the development of the times, the improvement of people's economic income and the change of consumption concept, not only are there more and more types of snack foods, but the product structure is also developing in the direction of flavor, nutrition, enjoyment and even functionality. Nowadays, snack food is no longer just a patent for children, but is loved by more and more people of different ages. Whether traveling at home or abroad, snack food has become a kind of consumption in our life. New fashion? Today, snack food has become an important part of food consumption, and fashion has also become an important strategy for snack food industry to compete for consumers. The consumption market of snack food is expanding, the number of consumers is increasing, and new products are constantly being introduced. In this case, our bubble? Tang Jelly Bar came into being.
1.2 company profile
Bubbles? Tang Jelly Bar was established in 2007 10. This is an independent online store and a professional store dealing in jelly food.
Bubbles? Tang Jelly Bar is a brand of college students' self-employment. It is a delicate jelly food with balanced nutrition, leisure and fashion, and is aimed at the majority of low-end consumers.
Frozen houses now sell jelly, jelly porridge and jelly personalized cakes, especially jelly couple cakes, which are popular among young people, breaking the market situation. At the same time, the cake is made of seaweed and does not contain preservatives, thus ensuring food safety. Health is happiness; Happiness is health!
Second, market research and analysis
2. 1 current situation
2. 1. 1 trend
At present, the market is full of jellies with different tastes and styles. To sum up, these products are designed to meet the leisure needs of customers (entertainment, fashion, taste? ) to meet the needs of beauty, health and growth. Consumers buy jelly for eating and giving gifts. Jelly is small, delicious and has certain nutritional value, so the purchase frequency is high; Jelly is light, beautiful and nutritious, and it has become a good product of reciprocity. To this end, many manufacturers have introduced products that are convenient for giving gifts? Jelly gift package? . Therefore, the consumption market of snack food is expanding, the number of consumers is increasing and new products are being introduced. Leisure is fashion? It has become people's understanding of food fashion. Leisure food is not only delicious and healthy food, but also a medium to promote people's communication and a carrier suitable for expressing emotions.
2. 1.2 industry status
Jelly products have been favored by consumers, especially young friends, for their rich taste and special taste since they entered the China market in the mid-1980s. In the middle and late 1990s, with the rapid expansion of demand, the jelly industry gradually formed an industry. Nowadays, the jelly industry has grown into an industry with total sales of 7 billion in China, and surpassed Japan to become the largest producer and seller of jelly in the world.
The future mainstream of jelly products tends to be natural and functional. Soft and smooth jelly, supplemented by natural pulp, forms a unique taste and contains fruit nutrients. There are pineapple, citrus, peach, pear and other varieties of pulp jelly products on the market, which can be selected by consumers. In addition, there are also high-calcium jelly, aloe jelly and other categories in the market to meet the consumer's demand for health care functions. All types of jellies should have a soluble solid content above 15.0%, that is, the addition of white sugar is 15%, which is a low-calorie food compared with candy. The demand for milk-containing jelly in protein is above 1.0%, and the high-quality protein brought by dairy products is also consumed while eating jelly. Nutritive and healthy jelly is favored by consumers more and more.
With the improvement of people's living standards in our country, leisure has become an indispensable part of people's lives, and leisure food has developed from being only used to satisfy hunger to not only meet the taste demand, but also provide the needed nutrition and adjust the mood. In recent years, the market demand for snack food has been increasing. According to the annual growth rate of 10%, it is estimated that the market demand of snack food in China will exceed 1000 billion yuan this year. However, the current domestic consumption level is low and the market potential is still great.
2.2 Analysis of competitive environment
Leisure food has a market capacity of nearly 30 billion yuan every year, and more and more domestic and foreign leisure food brands enter this market and compete for the market. Although the domestic snack food market has developed rapidly in recent years, experts say that the types of snack foods of domestic local brands are still limited compared with those of foreign countries, and there is a big gap in new product development, diversified tastes, personalized packaging and product nutrition, and they lack sufficient market competitiveness. Jelly industry not only has fierce competition, but also competes with other industries such as potato chips and candy, because they all belong to the category of snack food. Jelly industry should not only focus on the competition in the industry, but also innovate constantly, analyze consumers' psychology, give full consideration to consumers, improve their nutritional value and leisure taste, and occupy the snack food market.
2.3 situation analysis
SWOT analysis table
S (advantages): Jelly is a favorite food for young people. It has a huge consumer market, right beside you, full of personalized and fashionable jelly food, which makes people want to go back and forth.
W (disadvantage): the market acceptance of characteristic operation is difficult to predict and there are certain risks.
O (opportunity): the market demand for jelly is expanding year by year; People's consumption concept has also changed.
T (threat): There are many shops dealing in snack food in the market, each with its own characteristics and fierce competition.
Third, entrepreneurial advantages.
3. 1 own advantages
A, college students are often full of hope for the future, with young blood and strong vitality, and? Newborn calves are not afraid of tigers? Spirit, and these are all qualities that an entrepreneur should have.
B, college students have learned a lot of theoretical things at school, and have a higher level of knowledge and skill advantages. The importance of knowledge is self-evident. Exchange intelligence for capital? Self-employment of college students is the characteristic and inevitable way for college students to start their own businesses.
C, college students belong to the younger generation, are sensitive to fashion, can always walk in the forefront of fashion, and are suitable for this kind of project.
3.2 Policy advantages
In recent years, in order to support college students' entrepreneurship, governments at all levels have introduced many preferential policies, involving financing, business opening, taxation, entrepreneurship training, entrepreneurship guidance and many other aspects. According to the relevant regulations of the state and municipal government, fresh college graduates in various regions can enjoy four preferential policies, including free risk assessment, free policy training, free loan guarantee and partial tax reduction and exemption, including:
For college graduates (including junior college students, undergraduates and graduate students) who are engaged in self-employment, the registration fee for self-employment, the management fee for self-employment, and the cost of demonstration texts of economic contracts are exempted. Within one year from the date of business approval. In addition, informal enterprises can be exempted from tax for three years as long as they are registered in the streets of their districts and counties.
College students who start their own businesses can apply for a loan guarantee of up to 654.38+10,000 yuan from the bank and enjoy a loan discount.
Fourth, capital investment and return analysis
4. 1 source of funds? Secured loan
With the guarantee of parents, relatives and colleagues, you can get about 654.38 million yuan of secured loans from financial institutions such as Industrial and Commercial Bank of China and China Construction Bank, and get venture capital quickly.
4.2 Early Financing and Return
The storefront covers an area of five square meters to ten square meters, and one square meter to two people, including 1 sealing machine, 1 ice planer, 1 ice shaker, 1 chocolate fountain machine, five sets of special molds for jelly, and 1 set of special equipment for making jelly. The store needs 3 ~ 4 clerks, and the salary of employees accounts for about 10% of the investment.
Leave 2000 yuan for normal operation and circulation.
The rest of the investment is used to buy goods.
4.3 The specific expenses are arranged as follows:
(1) Store rent: 800/ month
(2) Equipment investment
A computer costs 3500 yuan.
Counter 3000 yuan
Sealing machine, a 200 yuan.
A phone call and a 70 yuan.
Ice planer, a 300 yuan.
300 yuan 1 Sander.
Chocolate Fountain 1 200 yuan.
(3) Water and electricity communication fee
Internet access fee: 40 yuan/month.
(4) Electricity fee: 400/ month
(5) Wage of workers: 800 yuan? Three people/month =2400 yuan/month
(6) Promotion cost: the flyer cost is about 300 yuan/month.
Due to limited funds, we don't intend to use TV advertisements in the early stage. So use cheap and exquisite leaflets and word-of-mouth effect for publicity.
One-time investment: 7570 yuan.
Monthly fee: 3940 yuan
4.4 Investment and return of development funds in the medium term and beyond: Since the development after the medium term involves in-depth research such as joining and chain. It needs to be analyzed in detail according to the company's development and future industry situation.
Verb (abbreviation for verb) business plan
5. 1 store planning
5. 1. 1 address selection
Bubbles? The storefront of the hall should be selected around the school, large shopping malls, shopping centers, places with large passenger flow and low rent.
5. 1.2 internal structure and function
Jelly bar is divided into three areas: finished product area, production area and service area.
Finished product area: mainly products made by us, customers can take them away at any time or enjoy them immediately.
Production area: customers choose the production style and packaging of jelly. Book in advance and we will finish it on time.
Service area: We will set up a suggestion box here to record the valuable opinions put forward by customers at any time and summarize them regularly.
5.2 Target market positioning: Young women, girls and children, young girls like romantic and fashionable personality, and we provide them with personalized jelly cakes and jelly couple cakes. Children like cartoon and other novel and lively foods, and we provide them with cartoon-shaped jelly; There are also some special days, such as Valentine's Day, Christmas, birthdays and so on. We provide them with multi-layer jelly, patterned jelly, jelly salad, shaved ice jelly and so on.
5.3 Marketing mix
5.3. 1 product
Jelly House now sells jelly, jelly porridge and jelly personalized cakes, especially jelly couple cakes, which are popular among young people, breaking the market situation. At the same time, the cake is made of seaweed and does not contain preservatives, thus ensuring food safety. There are many patterns and rich products, and different patterns can be made according to people of different ages. For example, patterned jelly series, jelly ice series, spicy frozen series, jelly porridge series, jelly salad series, absorbable jelly series, pulp jelly series, jelly sandwich series, jelly pudding series and fruit fresh milk jelly cake series.
5.3.2 Price: The profit of jelly is very high, and the gross profit is over 60% ~ 70%.
5.3.3 Channel: Due to the limitation of purchasing cost, it is decided to purchase raw materials online.
spread
(1) Advertising: Bubble? Don won't use expensive TV media to expand his popularity and reputation through cheap goods and high-quality services, and use word-of-mouth effect to make all his customers go up in smoke? Don's? Live advertising? ! Of course, newspapers with good reputation can also be used for publicity, which not only saves costs, but also expands the scope.
(2) Promotion
A. Carry out regular distribution activities: Do you often bring snacks during the peak sales season? Live tasting? 、? Buy one and get one free? Or? Gifts? And other promotional activities.
B. lucky draw: the top ten consumers have the opportunity to draw a lottery for free every day.
C, selling in squares or Internet cafes in summer can increase more sales.
Jelly cake member sales, increase cake sales.
5.4 Customer management
5.4. 1 Establish a sales data book: indicate the product model, name, price and sales date, which shall be signed by the customer for confirmation. Convenient after-sales service.
5.4.2 Establish member information book: record member information, and members can receive a free gift on their birthday with their ID cards and membership cards. If customers agree, we can design a unique birthday cake for them.
Cultural construction of intransitive verbs
6. 1 brand culture
With the development of the times, a trendy consumer fashion swept the world? Leisure food is an important product to improve people's quality of life, and it is also the inevitable product of the transition from well-off stage to well-off stage and even rich stage, with broad prospects. Because of the different living habits and cultural backgrounds of different nationalities and regions, food has its regional particularity. Bubble hall jelly cake makes up for the market gap of only eating cream cake on birthdays. Can be customized according to customer needs, can be made into comics, couples, fish festivals and other styles. Different flavors express different emotions, and different patterns have deeper blessings. Light a jelly wax, dim and soft light, set off a warm and romantic atmosphere, which is the best choice for wedding banquets, invitations, birthday parties and friends' gatherings! The mainstream of jelly products tends to be natural and functional. Soft and smooth jelly, supplemented by natural pulp, forms a unique taste and contains fruit nutrients. There are pineapple, citrus, peach, pear and other varieties of pulp jelly products on the market, which can be selected by consumers. In addition, there are also high-calcium jelly, aloe jelly and other categories in the market to meet the consumer's demand for health care functions. Jelly and jelly cake series have gradually become small gifts for young couples to give each other, and have gradually become the main snack foods that families buy for their children. Young girls, who are willing to enjoy' romance' in the jelly house and enjoy jelly? Kissing? I prefer to enjoy the novelty and individuality of jelly and jelly cake given by my boyfriend. We often see children holding their parents' hands: I want to eat jelly! I want to eat jelly! The phenomenon that underage students eat jelly while walking often becomes a new landscape of the city.
6.2 Organizational culture
In order to achieve the goal of long-term management, it is necessary to build organizational culture. The product or service culture of the organization, the behavior culture of the organization and employees, and the mechanism and system culture of the organization are integrated into a set of values that effectively guide and constrain the overall behavior, employee behavior and organizational style of the organization. The construction of organizational culture is a dynamic development and continuous learning process. Strengthening the organizational culture with * * * as the core requires organizations to always clarify their business philosophy, cultivate organizational spirit, enhance cohesion, and create a good organizational image, especially? Customer-centered organizational culture provides sustainable support for sales.
Seven, team building
7. 1 job design and responsibilities
A. store manager? Entrepreneurs (two people) are responsible for finance and make decisions; Buy goods; Responsible for cashier and service area; Manage online stores.
B. Shop assistants (3):
Shopping guide in the finished product area? Help customers choose finished products.
The shopping guide and producer of the constituency? Help customers choose materials, design styles and production.
7.2 Booking in advance? Save costs and improve efficiency
Eight. Schedule
Stage time management mode
Before 1 to 3 years, the store operation was carried out at the same time as the online store.
From the fourth year to the sixth year in the medium term, the franchise business model was adopted.
In the fourth year of long-term development, the franchise stores were recovered and chain operations were carried out.
Is this a bubble? A preliminary plan for the development of Tang Jelly Bar. In the actual operation process, we must keep up with the market development, constantly optimize product quality and service level, and improve the bubble? Do not lose the competitiveness of jelly bars, expand market share and achieve the goal of long-term development.
Nine. Key risk issues and assumptions
9. 1 risk
The market competition is fierce and there are also relatively successful brands. It is difficult to predict the market acceptance of a small shop like Tang Jelly Bar. Moreover, the product has a strong sense of the times, so it is difficult to grasp the fashion trend. Bubbles? The characteristic management of Tang jelly bar is avant-garde, lacking practical experience and reference, and the effect is unpredictable.
9.2 Countermeasures
Grasp the fashion trend, innovate constantly, keep up with the pace of young people, and speed up the frequency of commodity renewal. Efforts should be made to improve corporate culture. In view of the rational and personalized consumer demand of customers, through market segmentation, we can improve quality, clarify business scope and enhance competitiveness. Providing personalized service can greatly increase the added value of products. Provide corresponding products and services according to different consumer needs, regard each consumer as a market segment, and produce goods according to the individual needs of consumers. At the same time, according to different customer characteristics, such as age, gender, personality, preferences and so on. , we can provide customers with targeted purchase suggestions.
X.summary
We have a good market advantage: because jelly is a favorite food for young people, the consumer market is huge, right beside you. Such a project is not afraid of producing products that no one will consume. In addition, there is no competition for jelly projects at present, which is a blank market.
Jelly meets leisure needs (entertainment, fashion, taste? ) to meet the needs of beauty, health and growth. Only when jelly meets the needs of leisure, consumers will choose it. Really did it? Leisure is fashion? Persistently create a happy and positive brand cultural image, so that jelly food is not only a good and healthy food, but also a medium to promote people's communication and a carrier suitable for expressing emotions. The snow melted, because of my enthusiasm; It's sunny, that's because of my sincerity; Even if it is frozen, it is because of the eternity of my blessing! Soak in jelly, with infinite patterns, express endless love, and give you an opportunity to express your love to your relatives, friends and lovers!
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