Overview of the Project of College Students' Entrepreneurial Project Plan (1)
Background of project planning.
With the deepening of family planning, there are more and more only children. And with the improvement of people's living standards, "no matter how hard it is, you can't suffer children." It can be verified everywhere. Not to mention the main nutrients of infants and young children-milk powder and dairy products. Even in rural areas, children's milk powder has never stopped. After a lot of market research, most of them buy milk powder from local department stores, and even from some self-employed grocery stores. If a brand of milk powder has quality problems, consumers can't be notified in time. Without good sales service, once there is a problem, the consequences will be very serious.
2. Project concept and unique advantages
Our supermarket provides customers with excellent after-sales service. Understand the customer's needs in time, and then help customers solve difficulties and eliminate doubts.
3. Key elements of project success
The key issues for the successful promotion of the project are:
(1) Understand and master the psychology of customers. Including customers with higher income, they will pay more attention to the quality of products, so we will have high-grade goods for them to choose from, and for those consumers with lower purchasing power, we will also have low-priced goods for them to choose from. But no matter what kind of consumers, as long as they buy goods, our service is the same. Do a good job in after-sales service and keep abreast of market trends.
(2) Guide new healthy consumption and increase the added value of commodities. Because there is no after-sales service like ours in the market. In addition, we advocate paying more attention to the baby's healthy consumption. So it is called a new type of healthy consumption.
4. Guarantee conditions for the success of the project
"Healthy baby" milk powder monopoly cares about baby health.
(1) Depending on the quality of goods, we must follow the basic formula of milk powder formulated by the state when purchasing.
(2) Good after-sales service. This is undoubtedly very attractive to sellers.
With the continuous improvement of people's living standards, parents pay more attention to their babies' health and will choose products with better after-sales service. And we are the place to provide consumers with high-quality after-sales service and strict quality assurance.
Project implementation objectives
First of all, improve the popularity of "healthy baby" milk powder monopoly. As a new shopping mall, we should first open the market in the county market, gain experience and reputation, then attract investment in large and medium-sized cities in China with the strategy of encircling cities from rural areas, and then push it to the national market.
Short-term goal: occupy a certain sales market share in some third-tier markets. It occupies 40%~50% market share in one year and 80% market share in the whole county in two years.
Mid-term goal: Taking milk powder and dairy products as the breakthrough, we can put some baby toys and daily necessities (including milk utensils, diapers, talcum powder, toilet water, etc. ), clothes and shoes are put on the shelves after approval.
Long-term goal: achieve 30%-40% of the national sales market of infant products.
I. Service introduction
Services provided by "Healthy Baby" milk powder monopoly to sellers:
(1) First of all, from the layout of the storefront, the storefront area is required to be about 40 square meters, and refrigeration equipment is used. Freeze some fresh milk and dairy products that need to be preserved. On the other side, put up shelves and put the filled milk powder. Shelves are set at intervals of 60~80cm on both sides, and some bagged milk powder, boxed liquid milk and bottled liquid milk are placed. Of course, the shelves can't be fully utilized, which is to prepare for future expansion. There is about 1.6M table and chair space in the middle, which provides a place for consumers to rest, and the store provides free tea for consumers.
Secondly, post a "No Smoking" sign outside the store. Because there are always pregnant women and babies in the store, second-hand smoke is the most harmful, and pregnant women and children must not be allowed to become victims of second-hand smoke in the store. Therefore, we must ensure that the store environment is good and the air is fresh.
(3) As long as customers buy milk powder or liquid milk (24 bottles), we need to register. The contents of the form include name, baby's name, home address, contact information, milk powder name, purchase time and remarks.
Within three days of the customer's purchase, we called to inquire about the baby's eating situation and whether there were any adverse reactions. In this way, we should pay attention to the baby's health and the interests of every customer. After a month, we called again to find out about the baby's growth, health and milk powder consumption, which can remind parents to breastfeed their baby normally. If it is liquid milk, you should know whether it is a cup every morning or a cup in the morning and evening. In this way, if they have any difficulties, we can give them timely help. After two and a half months, we will know the baby's growth and their feedback for the third time by phone. Through direct contact with consumers, it is easier for us to understand consumers' psychology. In addition, three telephone exchanges left a deep impression on consumers. In addition, we will remember the names of consumers, and when they come back, we will have a familiar feeling, so that consumers will have a sense of intimacy.
This is the tracking service we advocate. Instead of helping consumers solve problems after they find them, they take the initiative to understand customers' needs in time. Helping them solve their difficulties in time is the real after-sales service.
Second, the market analysis
1, comprehensive environmental analysis
China has a large population and many babies, and is about to enter the second baby boom after family planning. With the improvement of people's living standards in China, the consumption level has also increased. In addition, there is a custom in China that "no matter how hard you suffer, you can't suffer your children". Therefore, eating milk powder and dairy products by infants will not be considered as a luxury negative concept. Secondly, many people are busy with work, and the breastfeeding time is particularly short. Some children eat milk powder from several months to several years old. Therefore, the market capacity of milk powder will continue to expand.
2. Analysis of competitive environment
At present, there are only two large supermarkets (xx Supermarket and xx Supermarket) in xx County, accounting for 70%~80% of the market share. Our competitors are mainly these two supermarkets. From the geographical environment of xx county, the county seat of xx county is the main shopping center of xx, and some important commodities will be purchased in the county seat. The town farthest from the county seat only needs 13 yuan by car. Therefore, we open the supermarket in the commercial street, which is convenient for customers to find and can achieve the effect of direct sales.
3. Competitive situation
Due to the introduction of market competition mechanism, the competition in shopping malls has also intensified. With the improvement of per capita consumption level in China and the intensification of competition in the milk powder market, milk powder in China is becoming more and more specialized and subdivided. However, there are very few specialized infant milk powder, which can be said to be a blank market. Of course, the emergence of this new business model does not rule out that some people imitate this monopoly.
4. Description of competitors
As a new business model, milk powder monopoly will touch the interests of milk powder sales in all shopping malls and various small grocery stores. There is competition with all businesses selling infant milk powder. But the main competitor is the big supermarket.
5. The strategic position of competitors
Based on the above analysis, "Healthy Baby" milk powder monopoly adopts high-quality after-sales service and good shopping environment, and seizes market share with differentiated after-sales service strategy.
We enhance the company's popularity by strengthening the training of professional teams, continuously improving the service quality and providing a better shopping environment. In addition, we will continue to engage in some topics about protecting baby's health. Let consumers know more about the connotation of our company.
6. Problems and opportunities of "healthy baby" milk powder monopoly
Problem point (market obstacle)
Many large supermarkets have formed a brand effect in people's minds, and feel that the quality of large supermarkets is trustworthy and relatively safe. Therefore, it is difficult for new supermarkets to enter the market, and it is impossible to improve their popularity in a short time.
Opportunity point (market gap)
Although supermarkets sell infant milk powder, many salesmen do not understand the composition and culture of milk powder, and there is no monopoly on infant milk powder. In addition, without high-quality after-sales service, the added value of goods is not high. By increasing the added value of goods, we can understand the psychology of consumers and solve their needs in time. This is a bright spot in our sales process.
Third, the company strategy and marketing strategy
(a) corporate strategy
At the beginning of the company's establishment, we took the county as the unit and gained a certain market share. After gaining a foothold in the shortest possible time, we will do a lot of publicity in towns far away from the county, mainly in the form of posting posters and distributing leaflets. Strive to occupy 40% of the county's sales market within one year, and put on children's daily necessities after being recognized by consumers.
Mid-term goal: Taking milk powder and dairy products as the breakthrough, we can put some baby toys and daily necessities (including milk utensils, diapers, talcum powder, toilet water, etc. ), clothes and shoes are put on the shelves after approval.
Long-term goal: achieve 30%-40% of the national sales market of infant products.
When the time is ripe, we can recruit franchisees in the whole province or even the whole country. We can adapt to local conditions in different sales areas, but the company's service tenet and sales concept cannot be changed.
(B) marketing strategy
The company has two publicity periods every year. One is Children's Day, and we will attract more consumers through various activities. The other is one of the time periods of Women's Day, Mother's Day and Thanksgiving Day (different regions can adapt to local conditions. ) Promote large-scale cultural activities in rural areas. The theme is "Caring for Mother and Repaying Mother". Contact the local cultural bureau and take the administrative village as the unit. For example, because of the infection of Anqing Huangmei Opera in xx County, many people like to watch Huangmei Opera. We can invite some amateur Huangmei opera troupes to perform in various villages. After such intensive publicity, our market share will gradually expand, and it is expected to reach 40%~50% of the sales share.
The competition in the future market is definitely the competition in the terminal market. Therefore, we should start from the bottom of the tertiary market and bring consumers closer. Grasping every detail of communication with consumers and making customers satisfied and assured is the ultimate goal of our service.
1. Source: Each product manufacturer has a sales department in each province and city, and we can negotiate with them in various ways. Reduce purchasing cost and increase purchasing quantity. Let them know the future development, direction and trend of our company. Let them realize how much they will lose now and how much the whole country will lose in three to five years if we don't represent their milk powder and dairy products. In this way, we can get more goods at the lowest cost. Finally, they came to us for cooperation and even offered free freight. The future development trend of the company is the capital for us to negotiate with others.
2. Publicity: In the early stage of opening, we pulled banners, put up posters, set up billboards, appeared on xx TV station and publicized xx news in the county. Because xx TV station radiates the whole xx county, everyone is also very concerned about xx news. Through this kind of publicity, everyone in the county knows that there is such a supermarket. In towns and villages outside the county, posters and leaflets are posted for publicity. On the opening day, we will use various promotional activities to promote it. After opening, we will serve consumers according to our service model. What we finally want to achieve is to make consumers recognize with high-quality service, and then use their word of mouth to promote it. Because there is a saying in commercial sales that "gold cups and silver cups are not as good as the reputation of ordinary people."
3. Pricing: Every place has a certain gap between the rich and the poor, so we will put three grades of goods on the shelves. In this way, there are three kinds of pricing: high, medium and low. Like other supermarkets, we will price the same goods through price penetration, and the pricing of similar goods will be slightly lower than theirs. In this way, we can use the price advantage to beat other supermarkets and win the favor of consumers.
4. Promotion: We will choose Children's Day as the opening time. On the opening day, we will publicize it in various ways. After the operation, we can also hold some activities in different periods for publicity. For example, in spring, we can hold a "healthy baby" fitness activity, so that all babies can participate in our activities. It's hot, so we can send small hats and umbrellas. You can send hand warmers and the like in winter. Let consumers feel that we have gifts and surprises every day! This can greatly expand the market share and improve the popularity.
Fourth, team ability and management.
(A) team ability
All employees should have good cooperative spirit and communication skills, and management should know how to appreciate their work and how to motivate employees to improve their consciousness, initiative and innovation. Tap the potential of employees and maximize their value. In terms of service, employees are encouraged to innovate boldly, and under the condition of unchanged service purpose, they can provide targeted services to customers from different angles and improve service quality. Continuously train employees' professional skills and comprehensively improve their quality. Let all employees know and use the "Disability Principle".
All employees should be based on the company's profit, take the customer's needs as the goal, and have the concept of "colleagues are more important than relatives and friends" to cooperate with everything in the company. Everyone should be responsible for everything. Every employee has his own rights, is customer-oriented, pays attention to objectives, implementation and process, and pursues higher customer satisfaction.
(2) Management
Leaders and employees are always in the relationship between management and being managed, and how to deal with this important relationship is very important. First of all, both leaders and employees should respect, care and help each other from the most basic principles of being a man and being a man. Only in this way can the relationship between leaders and employees be handled harmoniously.
There is a business saying in the shopping mall that "to some extent, increasing the cost input is actually reducing the cost to the greatest extent". I think the salary of employees is higher than that of our local employees, so that many excellent employees can be retained, and a person's value will be well displayed, and some talents can be hired without high prices. In fact, talents are around us, depending on whether managers can discover their potential. Through continuous training, let them understand and apply the principle of disability, which can lay a talent foundation for the future expansion of the company.
Transparent management and open management of the company. Let all members of the company link their destiny with the development of the company. "Give full play to one's talents" allows all employees to do what they are interested in and good at. Only in this way can the cost of talents be saved to the greatest extent.
Although it is natural for the company to promote employees, our company is also bound by employees and needs to have a good working system and appropriate job responsibilities.
Verb (abbreviation for verb) The economic/financial situation of an enterprise.
If you want employees to care about and cherish the company, then all the conditions of the company should be familiar to employees, including the enterprise economy. Our shop is going to hire four salespeople. I think that letting all employees know about the economic situation of the company can not only let employees know about the company's operating conditions, but also let employees know about the company's current situation. If it is a good momentum, how can we jointly create a better tomorrow in Qixin? If it is a bad situation, what efforts should be made to overcome the difficulties and change this bad situation? The economy of an enterprise can best reflect its operating conditions. All financial affairs are open and transparent, so that everyone can supervise each other and maximize the interests of employees and investors.
Our supermarket invested 550 thousand in the first phase. Store rent is 40,000, decoration is 20,000, equipment is 40,000, procurement is 300,000, public relations expenses are 20,000, publicity expenses are 50,000, and working capital and emergency funds are 80,000.
According to the analysis of population survey, the population aged 0~ 14 accounts for 20.3% of the total population in China, and our xx county has a population of 600,000. According to this ratio, there will be120,000 consumer groups in our county, which can occupy 10% market share in the early stage, that is, 10,000 consumer groups. A consumer eats three cans of canned milk powder at a price of 100 yuan a year, and the profit is 15% ~ 20%. The profit of each consumer is 4.5 ~ 60 yuan a year, so the gross profit (gross profit = income-purchase cost) can be 450,000 ~ 600,000 yuan a year.
1 Expense Table Unit: Yuan
2 General Ledger Subsidiary Account Amount
3 Management fee insurance 55 120
4 the rent is 40000.
5 Office expenses 40,000.
6 Payable employee salary 38400
7 public utilities 5400
8 telephone bill 4800
9 Interest on financial expenses payable is 30,000 yuan.
10 Sales expenses and gift expenses 20000
1 1 advertising fee 50000
12 business tax and additional business tax 22500
Note: (1) Supermarket insurance is 50,000 yuan.
Life insurance 1080 yuan/person/year
Accident insurance 200 yuan/person/year
(2) Payable employee salary 800 yuan/person/month.
(3) Short-term loan of 250,000 yuan for financial expenses, with interest of 65,438+02%.
(4) Business tax and additional business tax 5% College students are exempt from tax for the first three years.
1 income statement unit: yuan
Gross profit is 450,000.
3 minus: business tax and additional 22,500 yuan.
4 The sales expense is 70,000 yuan.
5 The financial expenses are 30,000 yuan.
6 management expenses 143720
7 net profit 143780
Financing plan and return
According to the spirit of the document on promoting college students' entrepreneurship and employment in xx Province, college students are encouraged to start businesses after graduation and provide jobs for the society. Small loans of less than 300,000 yuan can be provided for the implementation of feasible business plans, and interest-free for the first three years. So we can borrow 250 thousand from the bank and have 300 thousand of our own funds. Therefore, the capital of 550,000 yuan can be guaranteed by bank loans and self-owned funds.
Analysis of key risks and problems
1 As a new supermarket, it may occupy a relatively small market share and fail to achieve the expected goal before the brand effect is formed in the eyes of the public. Intensify publicity, let consumers recognize and buy with high-quality after-sales service, and strive to achieve the expected goal in the shortest time.
2. Some products of the agent have quality problems, which have caused bad conditions for consumers and hindered the normal operation of the company. Once this happens, we will take all the products from this manufacturer off the shelves and call the customers who bought this product as soon as possible to stop giving this milk powder to their babies. If we can't get in touch by phone, we will personally come to tell you the specific situation. For babies with adverse reactions, seek medical attention immediately. In order to prevent this from happening, we don't have a good financial guarantee. We will buy insurance for the supermarket through the insurance company, so the insurance company will provide us with financial guarantee.
3. If two supermarkets join hands, adopt vicious competition and use low-price strategy. Then our supermarket still maintains the original price, does not adjust the price, and does not participate in vicious competition. But the service quality remains unchanged, and the tracking service is in place.
4. If employees go to work with negative emotions and have unpleasant things with customers, the reputation and popularity of the company will be affected. It left a bad impression on customers and affected the company's profits. In this case, we will apologize to consumers and correct employees' mistakes. If the same thing happens more than twice, such employees will be fired. Ensure service quality and corporate image.
Employee work system
1. All employees must go to the supermarket before 7: 30 in the morning and clean all the hygiene in the store within half an hour, including all milk powder packages and shelves.
2. When the customer is 2 meters away from the employee, stop what you are doing and concentrate on serving the customer.
3. Serve customers with a good attitude and smile. No arguing with customers, no impatience.
4. When helping the customer hold the baby, hold the baby's ass with the left hand and the baby's neck with the right hand.
When talking to children, be sure to kneel down and communicate with them.
6. Keep in mind the location and price of various products in the store and answer any professional questions raised by customers at any time.
7. Coordinate with each other when you are busy.
8. Report problems in time, actively solve problems, and have a sense of ownership.
9. You can't make the same mistake more than twice. Because I didn't know it for the first time, I can understand it. The second time is called a mistake. The third time was a deliberate mistake. Once there is a third time, you will be fired.
Model of College Students' Entrepreneurial Project Planning (II) Background Description
19xx, Stanley milgram, a professor of psychology at xx university (1933 ~ 1984), founded the six-degree relationship theory, which simply means: "There will be no more than six people between you and any stranger, that is, you can know any stranger through six people at most."
Xx。 Com ranks fifth in the world, and its value is estimated to exceed $20 billion in the industry. In 20xx 10, Microsoft invested $240 million to acquire a 0.6% stake in XX/kloc-0, the second largest social networking site in the United States. This transaction makes the value of xx network as high as $654.38+05 billion.
America is the pioneer of SNS website. The global popularity of xx and xx, two social networking sites in the United States, quickly burned the craze of SNS to China. Starting from 20xx, China began to develop SNS. According to market research firm BDA, there are currently more than 65,438,000 active social networking sites in China. The local SNS websites xx and xx are among the best.
In China, SNS websites can be roughly divided into three categories: the first category is the comprehensive type of making friends, which establishes general friendship with certain * * * same hobbies and * * same topics as the core. The second category is the type of marriage and love, and the target users of these websites are mostly white-collar workers. The third category is business SNS, which mainly charges for business applications and various offline business activities of enterprises. At present, in addition to the good development momentum of marriage and love types, most SNS websites are embarrassed to survive.
1. profit model
SNS websites generally provide services such as diaries, photo albums and music. SNS is nominally a service website, selling services. Internet users in China are not used to paid services. They just think that the services that everyone can enjoy should be free, and they also accept some customized charging services. In other words, netizens in China like to spend money on "particularity". At present, SNS provides customized services to expand users' photo albums, music and space.
At present, the relationship between people established by domestic SNS websites does not persist. The "personal message" page is mostly some greetings such as "I'll step on it", "drop by" and "add me as a friend". There is no reason to strike up a conversation, and the probability of success is extremely low. Even if the conversation is successful, adding the other friend doesn't know how to continue, and the user experience is very small. Finally, I will find that few of my hundreds of friends are often online. The rapid loss of customers is a huge problem facing SNS.
In addition to diary, photo album and other basic tools, SNS website should have more fun only through communication. Online games are a good example of learning. As soon as you go in and practice shooting small animals in the novice village, you may make a friend and chat with him around the topic. Similarly, an SNS website must let users have something to do, which can be virtual or practical. For example, you can try to give a newly registered user a small task. It is not easy to finish this task alone, but it is not very complicated. Let the user act as a reporter to interview another user. Website staff can help combine users (online matchmaker? ) to complete the task. Or they can buy auxiliary props to reduce the resistance to complete the task. After completing the task, you can get a generous reward. If you add this game element, the sales of virtual props can also become a source of income.
Online advertising, especially accurate advertising, has become an important profit model for SNS websites. Without destroying the user experience of netizens, SNS website can mine data according to friends' online behavior, community behavior, speech behavior and content preference, so as to classify users and match corresponding advertisements according to the characteristics and needs of different types of users. The advertising effect of advertisers has been significantly enhanced. At present, 30% of the income comes from this.
2. User groups
According to the data of xx, by the end of June, 20xx, 65,438+February, 3 1, the total number of Internet users in China had reached 2 1 10,000, ranking second in the world, second only to the United States, with a difference of 5 million. Xx predicts that China will become the country with the largest number of Internet users in the world at the beginning of 20xx. The rapid growth of rural netizens has become an important part of the new netizens, accounting for 40% of the 73 million new netizens, that is, 29 1.7 million are from rural areas; By the end of 20xx65438+February, the number of rural netizens in China had reached 52.62 million, with an annual growth rate of 127.7%. This data shows that the rapid growth of rural netizens has made the countryside a huge potential Internet consumption market. With the promotion of information popularization projects in villages and towns such as "every village has telephone access", "every village has Internet access" and "every village has website access", the rural Internet market is bound to be promising.
Xxx website for white-collar workers, the number of users is bound to be limited. Especially in China, the proportion of white-collar workers in the total population is very small, and most of them live in the coastal areas. The number of SNS website users targeting this group is difficult to reach10 million. /kloc-people aged 0/8-30 are mostly students and social workers. They stay in second-tier cities. The user group of xxx website should be them. These people are impulsive consumers and are willing to try fast-moving products such as color ring tones, pictures and game props.
Model of College Students' Entrepreneurship Project Plan (III) 1. Project background
Flowers of various shapes tell a thousand words, and every sentence is explaining "beauty", especially now. With the continuous improvement of people's living standards, the quality of life is also improving. The pursuit of life! Flowers have become indispensable decorations in people's lives! In recent years, flower consumption has become more and more popular. In addition to the beautiful appearance of flowers, it can also develop people's imagination and make people more subtle and tasteful when communicating with each other. In this way, we set up an online campus flower shop, taking flower distribution as the market entry point, taking into account the long-term market share and short-term return on capital of the website, taking the theme of seizing the market and satisfying personalized consumption, and taking flowers as the guide to drive other products, and finally forming a market with the brand advantage of "Jade Bird Flower Shop of XX University". Is very feasible.
Second, the project strategy of the company
1. Provide distinctive, effective and smooth sales channels, and promote the great development of the flower market on the basis of providing products and services. Our Bluebird will be a lovely messenger, sending blessings and happiness to thousands of families. Create the best living environment for mankind!
2. The company's goal is to base itself on a large area, serve xx and radiate Central China. Build a first-class online flower shop company. The company will use one year to establish a certain popularity among consumers in xx, and strive to make ends meet. During the investment period, only the west campus of xx University, where the main website is located, is selected as the pilot market. The market capacity of this region is more than 3,000 people, which is representative. The pilot period is one and a half months. After the model is successful, it will be popularized in substation in the form of ASP. After three to six months of operation, it will expand to the rest of the market.
Third, business environment and customer analysis.
1. Industry Analysis "XX University Jade Bird Flower Shop" website is a vertical website for 6.5 million college students launched by college students, so the target consumers are college students. In addition to the main station of xx Geo University, this website has sub-stations in various universities in xx. Therefore, the tentative target consumer group is mainly xx college students, and will gradually expand the market in the future. Take xx Geo University as an example, there are nearly 20,000 students of all kinds and nearly 200,000 target consumers in eight universities. The latest statistics show that there are about 6.5 million college students in China, which is a huge market, and considering that students will graduate in the future.
2. Analysis of survey results The company focuses on xx college students to conduct customer analysis, mainly by means of questionnaires (see annex 1 for the questionnaire) and individual interviews. This time, we sent out 50 questionnaires and collected 37. Due to the limited time, the number of questionnaires is small, but it still reflects the consumer psychology and needs to some extent.
(1) Have obvious curiosity, innovative convergence, and listen to the introduction of classmates or friends to produce purchase behavior.
⑵ The purchase behavior is basically emotional, but it is rational due to the influence of one's own economic income, so one will generally choose a variety with lower price but stronger romantic color.
⑶ College students have no fixed purchase pattern, and their purchase behavior is often random.
(4) Strong ability to accept and absorb new things, pursuing fashion and advocating individuality.
5. The factors influencing product purchase are: price, variety, packaging, service, etc.
? [6] The purchase behavior is very festive, generally concentrated around Teachers' Day, Valentine's Day, Christmas and friends' birthdays.
3. Target customer analysis
College students generally don't ask about the price, but from the point of view of online orders, the price is mainly in the middle range. In the number of orders, they are more inclined to express their feelings, such as most orders 1 (you are the only one for me), 3 (I love you), 19 (I have been on the road for a long time), 2 1 (like) and so on. On Teachers' Day, flowers are often ordered according to the class size. General packaging tends to be high-grade and personalized, which requires higher quality of flowers, such as not fading.