The first part of the executive summary
1. Basic corporate information
The company is a company being created specializing in personal image design. As people's living standards continue to improve and reform and opening up continue to promote, more and more people realize that improving their personal image really helps to improve interpersonal relationships and career success. Unlike the existing image design companies for celebrities and actors, we target our market at graduating college students and white-collar workers to help them realize their professional image.
To this end, we intend to locate our company on Wenyi Road, a densely populated area of colleges and commercial residences, where young people are more receptive to modern, personalized services and can be assured of easy access to our company for packaging.
We have a group of excellent color, dress professional designers, according to the customer's temperament style, personality, preferences, affordability, to provide customers with a set of image design program, and according to customer requirements to establish a long-term service relationship. We also have a group of enthusiastic and committed managers to run the company. xxx is an excellent marketing expert, she will serve as the company's marketing director; xxx is a financial expert, she will serve as the company's financial director. In addition, we have hired legal counsel.
2. Investment arrangements
The creation of the company needs to rent 200 square meters of office space, due to the location of the Wenyi Road, the monthly rent of 30,000 yuan, together with the renovation, equipment costs **** the need to invest in 500,000 yuan. Several managers*** invested 200,000, still need to finance 300,000, external investors can get 40% of the shares, and we will use the secondary financing method to repay this investment in 5 years.
We expect the company to generate up to $228,000 in revenue in the first year, with a payback period of about 4 years.
Part II. Market Analysis
1. Service Demand Survey: Through the sample survey of school students and white-collar workers, we found that 35% and 50% of them said they need someone to do image design for them respectively.
Hangzhou has more than 30 colleges and universities, with about 300,000 college students in school, estimated to reach more than 300,000 in XX, and the number of fresh college and university graduates and postgraduates in the province in XX reached 96,000 people. With the increase of employment pressure, it is very important to leave a good impression to the interviewer, and we believe that more and more college students will come into our company. Nowadays, more and more white-collar workers take off their professional attire, put on a full of personalized clothing, the so-called "Friday Casual", but after all, work is different from shopping or home, can not be allowed to play to no fear. On the office dress code, both to ensure that generous and decent, both fashion sense, but not overly flamboyant. This gives our image designers another opportunity to show their talents. It is estimated that there will be about 60,000 white-collar workers choose professional designers to design for them.
2. Price demand survey:
University students due to limited economic strength, and white-collar price difference.
As shown in the chart above, the price level that college students can afford is below 1000 RMB, mainly focusing on 300RMB~500RMB, while white-collar workers focus on about 1000RMB. We will work out different programs suitable for them according to their different spending power to meet their requirements to the greatest extent possible.
3. Competition Survey:
According to our survey, in Hangzhou, the vast majority of image design companies for corporate image, product image, really engaged in personal image design only a few.
Mao Geping image design studio, love story image design center is located in the famous actors and high-consumption people, charges up to a few thousand dollars, and we do not have direct competition. Love Story Plaza is located in Wulin Road, with a business area of 1,300 square meters. The plaza has three floors: the first floor is the customer reception area, hair stylist hairdressing area and technician work area; the second floor has a spacious shampooing area, a professional beauty area and a training area on the ground floor. Specializing in fashionable people, the main business is beauty salon design. The company mainly provides customers with overall image design solutions, and according to the requirements of different customers, to provide different services, that is, "personalized service". Including color, clothing, grooming, body and other aspects of the service content.
The other image design room is actually a beauty salon or clothing store additional business, has not yet formed a scale, the impact is not great. Therefore, it can be said that the image design market for the general public is still unattended. The following table shows our competitive position:
Competitors
Comparison Mao Ge Ping Image Design Office Love Story Image Design Center Small Image Design Office Qingcheng Sun Image Design Company
Market Positioning Actors and High Consumption Crowd Fashionable Crowd Casual Customers University Graduates and White-collar Classes
Charge Level (Average) Above XX Yuan 1000 Yuan or so About 400 Yuan About 400 Yuan
Service content Makeup, dress Hairdressing Hairdressing or dress Color, dress, grooming, body shape
4. Market forecast (market size, market outlook and growth trend analysis)
Forecast of purchasing power of the service: at the beginning of this new service into the market, consumers are not familiar with it, and we are based on the economic strength of customers to develop the design plan, therefore, it is important for us to make the design plan according to their economic strength. Strength to develop the design program, so the beginning of the customer's purchasing power is weak, or they may not choose a full set of design programs, but only a few of the parts. But after a period of promotion, consumers gradually familiar with the service will realize that only the full set of design is the most effective time, the customer's purchasing power will grow.
Prediction of the content of the service: With the popularity of the image design services, the company will be based on customer requirements to appropriately broaden the business, to carry out various training activities. Such as the beautification of physical training, training to improve the temperament and demeanor, and so on.
Market share forecast: the image design company opened at this stage can be said to have seized the first opportunity in the field of image design, it is certain that there will be more companies want to enter the share of the pie, the company's advantage is to provide customers with excellent service from the customer's graduation year for customers to provide services for up to 5 ~ 15 years or even longer. The key is to let all the school students understand our company and trust our company. Our goal is to make people think of Pouring Sun whenever they look in the mirror. It is estimated that our market share can reach about 30%.
Resource forecast: human resources is the source of development of our company, with the increase of customers, we will certainly hire more middle and senior designers and designers. According to our survey, there is one existing image design school in Hangzhou, two in Shanghai, and more than 20 in Beijing and Guangzhou, and we believe that we can select the excellent design star from them.
5. Marketing plan:
Marketing strategy: we target the limited economic strength of college students, put forward the slogan "beauty is actually very cheap", so that they can eliminate the psychological price concerns. For white-collar workers, we will take "customized marketing", each customer as a separate market, according to the specific needs of the individual marketing mix to meet the specific needs of each customer.
Pricing strategy: we do not have a uniform price, but a clear price package. That is, the price of services containing different content is different. For college students, often only need to dress, grooming aspects of the design, while white-collar workers need a full set of design programs, so the pricing is different. Our service is to sign a contract for a period of time, and the client pays 50% of the total amount of fees required for our services to the client. After the expiration of the contract, the client will follow the contract between the two parties, comprehensive evaluation, to see whether the services we provide for the client to create value for the client. If the customer feels that our services have no value, the user can ask for a full refund. The establishment of a membership system, according to the season, the year to provide different discounts (20% and 10% discount).
Promotion means: In view of the special nature of the service, our marketing staff to change the image of ordinary marketing staff, but to have a certain temperament to represent the image of our company. We have to send salesmen into colleges and enterprises, and consumers face-to-face marketing, regular lectures and promotional meetings; free for some consumers to do the color and clothing design, free gifts printed with the company's phone number, address of the gift; contact the major universities, associations, clubs, to do sponsors in order to brand; and enterprises to establish a good relationship with the public ****.
Establishment of long-term service relationship: For the Company, a major factor in stabilizing and increasing market share is to establish a long-term relationship with customers. Through the preparation of customer files, the establishment of customer information network, customer assessment and analysis, attention to customer needs, especially complaints, in order to improve customer satisfaction and loyalty. What's more, it is important for customers to feel happy and dignified in our company. Image design often involves sensitive aspects of the customer's appearance, body shape, etc., must be in the premise of ensuring that the customer's self-esteem is not harmed for customer service.
Partnership with major beauty salons, department stores, fitness centers: in order to make our customers feel convenient, we will purchase the appropriate clothing according to customer requirements, or guidance on beauty salons, which requires cooperation with the appropriate organizations to achieve a win-win situation and facilitate the transformation of competitors into partners.
The third part of the business management
The following chart shows the organization chart of our company:
Shareholder structure:
At present, the company's main shareholders:
Shareholder name capital contribution form of capital contribution proportion of shares contact information
xxx80,000 yuan of cash remittance 40% 0571-88922371
xxx80,000 yuan cash remittance 40% 0571-88922371
xxx40,000 yuan cash remittance 20% 0571-88922313
General Manager:
Name__xxx___Gender___Female_Age ____30____ Origin ____Zhejiang_
Degree ____Master's degree ____ Major ____ Investment _____ Title ____ Intermediate ____
Graduated from _____ Tsinghua University ____ Hukou Location ____ Hangzhou _____ Contact Phone Number__
Chief Designer:
Name__xxx__ Sex Female Age_28_Origin_Huzhou_Zhejiang_
Degree___Master ____ Major___Costume Design___Title___Senior Costume Designer___
Graduate School___Paris St. Martin College of Art___Household Location___Hangzhou___Contact Phone Number___
Other Personnel with Important Responsibilities for the Development of the Company
Name__xxx___Sex__Male___Age___35_Occupation_Name___ Ningbo, Zhejiang Ningbo, Zhejiang_
Degree_Master_Major_Design_
Graduate School_Singapore Institute of Image Design_Household Location_Hangzhou, Zhejiang_Contact Phone Number__
There is no kinship relationship between the Company's directors and key management personnel, and the Company is free from the problems of connected operation and family management; there is no or potential conflict of interest between the Company's directors, managers and key employees. potential conflict of interest.
The Company *** has 13 full-time employees and 3 part-time employees. The full-time staff includes designers, accountants and statistical analysis. The General Manager, xxx, is also in charge of human resources and has the responsibility of training and mentoring the company's sales staff. xxx will be the head of program design and will serve as the Chief Image Designer. xxx will continuously analyze developments in the industry as well as the needs of the customer to develop campaigns to meet the needs of the marketplace and will be in charge of the company's advertising and promotional business. Sales promotion will be handled by one regular employee and will be run by three regular salesmen in the mornings and evenings. Two temporary employees will assist in handling phone calls and answering various customer questions.
Several of the managers had signed a contract agreeing that they would serve the company for a minimum of five years from the date they joined Pouring Sun; if any of them left the business in the future, they would not be allowed to engage in a business that competed with the company for five years from the date of their departure. In fact, these original founders have invested a lot of manpower and money into the creation of the company and they will be committed to making it a successful image design company.
Compensation:
Salaries for the three founders are set at $30,000/year for the first five years, which is a little low compared to what is currently paid for equivalent positions in the industry. Other full-time employees will be paid according to their position based on the number of clients they bring in, the sum of their commission and base salary, and additional benefits (such as health care, life insurance, etc.); those who work for more than one year are entitled to two weeks of vacation per year. Half-time employees will be guided by supervisors and will be paid $5 per hour. Based on the experience of the experts involved, our wages are competitive in the region.
INCENTIVE PROGRAM:
The development of quality employees in our industry is one way to retain repeat customers. Training for regular and temporary salesmen will be an ongoing effort. Management intends to provide extensive program training and orientation to our employees, who will be trained in product knowledge, hours of operation, telephone conversation skills, understanding of membership contracts, and company rules and regulations.
Our training program is more systematic and formal than our competitors. Outstanding personnel can be sent to famous academic institutions for further study; the establishment of a promotion and elimination system, so that every employee can see the opportunity for promotion; 3 or 5 years later, the opening of stores, so that outstanding designers and marketing staff have the opportunity to become a supervisor.
Human resources: we can work with universities to establish a program to recruit student employees. This program will allow the company to maintain a group of young, enthusiastic temporary employees who can work for two to four years.
The legal affairs of the company will be handled by Hangzhou Haitong Law Firm, which has rich experience and good reputation.
The fourth part of the business operation plan
Selected location: xxxxxxxx
Hours of operation: 8:30am to 11:30am; 1:30pm to 7:30pm
Open for 9 hours a day.
Service introduction:
The Sun of the City will uphold the artistic concept of "keeping up with the times and creating a life", follow the principle of "customer-oriented", and thoroughly and meticulously understand each customer's own needs, feelings and lifestyle. From clothing, make-up, hairstyle, body language, etiquette and other aspects of tailored to develop a personalized image analysis and implementation plan.
Clothing consultants will help customers to analyze and organize the closet, according to the customer's budget to develop a purchase plan or accompanied by shopping; professional image consultant's main job is to create a perfect overall image, according to the customer's body shape, figure and other physical characteristics, as well as the customer's actual needs, age, occupation, personality, life style, etc., to establish with the personal attributes of the individual's personal style, clearly present a person different from other people. present the differences between a person and others. And we design different images for them to match various occasions.
Specific content:
Exquisite ornament design
Personalized hairstyle design, healthy body design
Personal best color matching design, public **** occasions, self-expression skills design
5-featured shape make-up design, personal body design
Times sense of fashion and clothing design, voice charisma design, etc.
In general, image design can include three major aspects.First, facial makeup modeling.
Facial make-up can be divided into face beauty make-up method
face correction make-up method,
skin beauty make-up method,
skin correction make-up method
eyebrow, eyes, nose, lips and other parts of the beauty make-up method,
eyebrow, eye, nose, lip and other parts of the correction make-up method.
Second, hair design and grooming.
Hair design can be divided into hairstyle design,
special hair modification skills.
Third, clothing and dress design.
Clothing design can be divided into dress design,
clothing matching, accessories to wear.
Development plan:
Adopt membership system
At the beginning of the opening, in order to efficiently deliver the message to our target market, we will sign an advertising contract with several popular student radio stations, and the cost of the radio advertisement is estimated to be 500 yuan per half minute (prime time). We will also be contacting college and university association organizations to send out our advertisements in their promotional letters. Make them aware of the benefits of membership.