Brief Introduction of Business Plan of University Tea Shop (1)
Nowadays, many people like to drink milk tea, and drinking milk tea has many benefits. Milk tea can regulate the acid-base balance of human body, and milk is also rich in advanced nutrients such as protein and fat. Tea contains caffeine, vitamins (Vc, Vp, nicotinic acid, folic acid, etc. ), tannic acid, theophylline, aromatic oil, amino acids, sugars, various minerals, chlorophyll and more than 300 beneficial chemical components.
Tea can supplement the lack of oxygen in drinking water, and the aromatic oil contained in tea should be able to dissolve animal fat, help digestion and relieve boredom. Tea can help people digest meat. For people who are sour all the year round, the lack of milk tea is really unbearable. Milk tea can remove greasy, help digestion, refresh the mind, diuretic and detoxify, and eliminate fatigue. It is also suitable for patients with acute and chronic enteritis, gastritis and duodenal ulcer.
Second, the market positioning of the website
Market overview:
Description of tourist market: ① Mainly students who eat and go shopping. ② Consumption analysis: For most students, it is often to go shopping with a cup of milk tea for dinner. There are still many consumers of milk tea since its development.
Product analysis: the product investment is small and the profit is large, which can increase new varieties of milk tea and also run drinks such as coffee juice. The manufacturing process is simple, which is conducive to investment and entrepreneurship. We provide customers with the most delicious milk tea products and the most satisfactory service with exquisite production technology and rich varieties of milk tea.
Industry competition analysis;
(1) The main competitive brands nearby are xxx, xxx and xx.
(2) The newly-opened tea shop will bring some freshness to students. There are three schools around, which have sufficient tourists and great consumption potential.
(3) After investigation, although there are several tea shops nearby, they are just making tea in the traditional sense. Therefore, in order to expand the market, we will also innovate, be the market leader, diversify the product structure, learn advanced management experience, and develop new varieties of milk tea by integrating fruits and grains to enhance our competitiveness.
Third, the business model design of the website.
The first stage: attract customers through extensive publicity and promotion.
The second stage: the company's development is on the rise, establishing a good brand image through warm and thoughtful service, on the one hand, retaining the original customers, on the other hand, exploring new customers.
The third stage: according to the needs of different customers, constantly introduce new varieties.
Fourth, the technology model.
A. Production of raw materials (provided by the supplier at the most favorable price)
Milk tea is used as the main raw material, and pearls and sago are added. Suitable raw materials and equipment (such as sealing machine, sealing film, cups, straws, mixers, water dispensers, containers, batai spoons, ice cubes, ice clips, sealed cans, etc.). ) can be selected according to different taste requirements.
B. Processing technology of milk tea (constantly changing and improving with the deepening and progress of research)
First receive free technical training (that is, how to make delicious milk tea). In order to better master the technology, we decided to organize personnel to carry out special training.
Secondly, fully master the technology of brewing milk tea. After opening a shop successfully, it is necessary to arrange at least 5 days to be skilled in technology and make products after mastering raw materials and spot.
Finally, the later technical update. Since we want to conduct self-research on new products to win customers' preferences, we must book new samples and materials in advance. At the same time, the technical experiment is agreed in advance.
C, cultivate innovation ability
Constantly bring forth the old and bring forth the new, promote product upgrading and meet consumer demand.
Product production plan:
A initial stage: invest in publicity, ensure quality, win the trust and love of customers, identify the main consumer groups and treat every customer with a good service attitude.
B, after a period of operation, increase the material reservation channels. Enlarge the number of shop assistants (mainly part-time college students) and expand the production scale of products. Increase the variety and quantity of milk tea products and improve the quality at the same time. If the business is booming, you can open branches near Jiaoqiao, Mailu and even other universities in other campuses of Caida University.
C, ensure service quality and improve service level. The staff in the store are required to master the necessary etiquette norms, the faces and dresses of waiters and waitresses, and the attitudes and methods when communicating with customers.
Verb (abbreviation for verb) marketing promotion plan
Marketing strategy:
(1) Promotion Plan and Advertising Strategy
(1) Promotion and sales go hand in hand, and the promotion of this course in terminal stores is promoted by preferential sales and gifts to ensure sales and promote brand growth.
② It is not suitable for shopping in winter and summer. If you buy more than 8 cups, you can provide home delivery, which is very suitable for dormitory students. In order to improve the popularity of milk tea, we should advertise and invite consumers to taste it for free.
(2) Price strategy
Our milk tea is priced at a cup of 5 yuan ~ 10 yuan. According to different tastes and ingredients. According to our wholesale ingredients and so on. Our cost is 3 yuan 2 ~ 1 cup. So we will have enough profit. This price is also very attractive to students.
(3) Marketing team and management
Improve the effective collaborative response ability of the front and back office, scientific and standardized management processes, and improve the quality and professional habits of shop assistants.
(4) Marketing channels
Run a tea shop by renting a shop.
Business plan of university tea shop (2) 1. Project introduction
Our store is an entrepreneurial project with less capital investment, wide consumers, fast recovery cost and easy to find. Generally, except for the store rent, labor and daily expenses of about 3 months, the operation and management of tea shops do not need much working capital, which is very suitable for small enterprises to start their own businesses. Our shop is called "xxx", which is easy to remember and remember.
Our goal is to attract customers and make big profits with the unique characteristics of ordinary tea shops. After a year to build the reputation of "xxx", establish the brand effect, accumulate funds, expand the business scope to other markets through investigation and pilot, and obtain greater benefits. Through continuous reform and gradual improvement in the course of operation, we will form a reputation, expand market share and form a chain of "xxx" tea shops.
Second, the industry analysis
Milk tea and coffee belong to mass consumption, with many consumers, mainly young students. Both the current market demand and the future market demand are great, but the competition in the tea shop industry is also fierce. We must make characteristics in order not to be eliminated and stand out in the industry. At present, most tea shops have the same taste. If you want to do it well, you must innovate, such as adding new tastes and using strange and interesting cups to make customers feel refreshed. At the same time, we should pay attention to the hygiene of the tea shop, so that customers will feel clean and fresh as soon as they enter the tea shop.
For the pricing of products, we will set different prices according to different tastes, generally around 5 yuan, which is the same as the average market price. We seize the market share with the competitive advantage and the quality and characteristics of our products.
Because there are many similar stores, it is difficult to enter the industry, and most customers have inertia consumption psychology, so it is difficult to gain a competitive advantage in the industry. Therefore, at the initial stage of opening, you will get a pass to enter the market with high quality and low price, there will be promotions and special offers, and products and services will be introduced.
Three. Product/service introduction
Our shop mainly deals in all kinds of coffee and milk tea. In addition, in order to meet the consumer demand, we also deal in double-skin milk, shaved ice, milkshake, various juices and drinks, and various snacks, such as melon seeds and roasted wings of various flavors. In order to attract customers, our store will continue to try to develop new varieties of milk tea, which will become the recommended drink this week and will be sold on sale 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. For example, Valentine's Day: lovers' milk tea, Singles' Day: single milk tea. 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.
Fourth, the store location.
Milk tea is a fast-consuming leisure drink, which is completely dispensable. Therefore, if the location is not good, no one will go to Wan Li to have a cup of milk tea with you. The bustling location is the best choice. This does not need to be considered, but the high cost of busy lots has to be considered. Therefore, we should find a venue according to our own investment ability and competitiveness, look at the present situation of shops and estimate the future development. It is necessary to evaluate the level of sleeper consumption, and it is not appropriate to invest heavily in places with low consumption; Similarly, don't invest low in places with high consumption.
We should also consider whether there are peers nearby or around, the price and quality, whether the shops we are looking for are competitive, whether there may be competitors in the future, and so on. Especially for investors who are short of funds like us, in the calculation of breakeven, we will determine the location of the store according to the data that "the rent of the opposite store shall not exceed 15% of the average minimum turnover". The school is surrounded by a very good location, with many students and more consumption. What needs to be added is that most customers who buy milk tea are women, so if there are many girls, especially young girls, it is undoubtedly a good place to go.
Verb (abbreviation of verb) decoration and equipment procurement
Decoration is designed according to investment quota, consumption level and product collocation. Decoration style should be in line with consumption power, comfortable and hygienic, simple and generous. Especially for young people's ideas, it is necessary to design more distinctive and let young people like it. Pay special attention to the process design of the bar, design the scheme according to the product demand and equipment, and consider the space required for product promotion and equipment addition as much as possible while running smoothly. This also includes hydropower layout and hydropower requirements.
Business Plan of University Tea Shop (III) I. Summary of the Plan
In recent years, bubble tea appeared like a handsome new army, and swept the China market with irresistible momentum in just a few years. As an industry with small investment, low threshold, wide consumers and fast recovery cost, it occupies the first place in individual entrepreneurship with its vigorous vitality. Moreover, in the modern society with unlimited business opportunities, the fashion attraction, diverse tastes, unique taste and health characteristics of milk tea will surely make it continue to stand firm in the footsteps of the fast-selling industry and lead the mainstream consumption of the beverage industry.
1, specify
For us students who are still at school, the funds are limited. At the same time, if you consider joining a store, the technical content of such products is not high, and the joining fee is usually higher. If the income after opening is not considerable, it is not cost-effective for us. Choosing to open your own shop can not only ensure the operation of funds, but also ensure the innovation of products at any time, which is generally conducive to the development of small shops.
2, the basic framework of the plan
At present, there are several tea shops near the school, some of which operate well and some are poor. But their tea shop operates in the same way, only offering takeout. This limits business. After market research, although this way saves consumers' time, some people still want to have a comfortable seat in the store and enjoy it slowly. Therefore, our milk tea can not only be taken out, but also provide in-store service. When the business reaches a certain market share, consider online sales.
Compound leisure food culture has become the mainstream culture of catering industry. Therefore, while operating milk tea, we also introduce other products, such as snacks and cakes. For some consumers, leisurely drinking milk tea, eating desserts and chatting with friends will be a kind of enjoyment. Moreover, after observation, the distribution of milk tea in this area is limited, and it will not be distributed if the quantity is not enough. In view of this situation, because the consumer groups we are targeting are mainly students in this field, our delivery service is not limited by quantity and responsive.
Second, the market analysis
1, market introduction
There are six schools around this area. At the same time, through our survey, students like to drink bubble tea, accounting for about 44% of the total, and only 16% of the total does not like it. It can be seen that the consumption potential of milk tea is great.
2. Target market analysis
2 1 century, compound leisure food culture has become the mainstream culture of catering industry, and people's perceptual consumption expenditure is far greater than rational consumption. College students who are considered as fashion leaders are playing an increasingly important role in this field, and their market share is increasing year by year. As a branch of the marginalized catering industry, operating a student-specific market is based on an accurate grasp of this information.
As a student group, they are increasingly pursuing taste, being more sensitive to the novelty of things and demanding higher and higher quality. However, the taste of milk tea is not self-innovative enough to meet the needs of consumers in all aspects, so the business of milk tea shops is becoming more and more difficult, so the first thing we have to do is to do a good job in consumer data investigation and analysis, and then do corresponding methods to stimulate consumption.
3, customer demand analysis
After investigation, students have two main requirements for the milk tea industry. One is the product; The second is service.
For some students, they are keen on the existing products in the market, while some consumers prefer to try new products, but no matter what kind of consumers, they value the quality of service more. According to different seasons, consumers have different demands for milk tea. People prefer cold drinks in summer and hot drinks in winter.
Third, the competition analysis
1, competitor
At present, there are four or five tea shops, such as Dakoujiu, Keke, Jieke and Typhoon Shelter. The tastes and varieties of milk tea in these tea shops are similar, and there is no innovation in product development. Other competitors are various manufacturers of milk tea series, such as Xiangpiaopiao, Youlemei and Lipton.
2. Situation analysis
(A) Advantage analysis
1. The existing tea shop is simply decorated, giving people the impression that it is unclean;
The variety of milk tea is limited, the taste is average, and there is no innovation in product development;
13. The series of milk tea made by manufacturers has higher price, single variety, worse taste than the existing entrance, and is greatly limited by seasons, so its consumption will decrease in hot summer;
In-store sales and take-away service can attract more consumers to some extent.
(b) disadvantage analysis
The business area of milk tea is limited, and the scope of services provided is limited;
3. Some students don't know much about the basic situation of the new store, such as taste, which affects sales to some extent;
3. Product innovation is not accepted by consumers who are keen on traditional milk tea products;
The seasonal consumption of milk tea is obvious, which can not reach a good consumption quota.
(3) Opportunity analysis
1. The market is far from saturated, with large profit margin, many milk tea consumers and broad market prospects. At present, the strength and quantity of competitors are limited;
Good taste, serious service attitude and professional operation level have established a good reputation among students;
3. Although the business area is limited, the indoor environment is beautiful, which can leave a good impression on students (especially compared with other tea shops) and show the competitive advantage;
The products are rich in variety, unique in taste and have certain competitive advantages.
(4) Threat analysis
1. Competitors have a fixed range of consumer groups. If they are unwilling to reduce the market share of milk tea, they will definitely take corresponding measures;
3. With the variety and quantity of various foods increasing, consumers have more and more choices, and product differentiation is not enough. Cola, orange juice, coconut juice, milk, purified water and other beverages have carved up the already limited demand market to a certain extent.
3. Milk tea is a high-fat and high-calorie food. The aesthetic concept (slimness is beauty, especially for girls) and the more popular trend of losing weight in today's society undoubtedly make some milk tea consumers (especially women) reluctantly give up what they want and say no.
Fourth, products and services
1, product development planning
Our product quality is guaranteed by safety, product research and development technology is progressing, taste is constantly innovating, and different products are launched for different consumer groups. With the increase of sales, product development efforts are also increasing, thus occupying more market share.
2. Research and development
Our shop adopts the fool blending method to avoid the technical differences of milk tea blending personnel from affecting the taste of milk tea. At the same time, fructose can be added to the fructose quantitative machine, which can be accurate to milligram, meeting the different requirements of consumers for sugar, and the taste is also determined at will. Using fructose instead of sucrose is low in calories, delicious and healthy. Because the temperature difference plays a decisive role in the taste of milk tea, the insulated tea barrel with temperature display can let us always pay attention to the temperature of tea and ensure the best taste of milk tea. At the same time, according to the differences of consumer groups, different products are introduced, such as recommending lovers' Yuanyang cups.
In product research and development, we have added healthy milk tea to the existing types of milk tea. Combined with Chinese traditional health culture, natural whole grains were used as raw materials to make milk tea: red bean and red date milk tea, oat and sesame milk tea, black bean and black rice milk tea, mung bean and aloe milk tea, and five-color health milk tea. The milk fragrance is rich, the tea fragrance is refreshing, the grain fragrance is overflowing, the bean fragrance is pleasant, natural and delicious, nutritious and healthy.
Of course, while launching milk tea, we will also add color to our store through more projects. Seven-color popcorn broke through the bottleneck of product development of monochrome popcorn; Octopus pill is highly sought after by young people for its unique delicacy; Freshly ground coffee, self-service coffee, fancy west point and so on are more leisure foods with the characteristics of the times.
Constantly innovate and break through, and truly let customers taste healthy, delicious, novel and fashionable snack food. A variety of auxiliary projects can be selected, and the operation is simple.