4000-word business plan 1 I. General situation of the enterprise
1. Company name: * * Tea Restaurant
2. Organizational form: individual industrial and commercial households
3. Place of business: Nantong University
Main products: Hong Kong-style tea, cakes, stews and ice cream.
5. Mode of operation: breakfast, morning tea and afternoon tea.
6. Service tenet: delicious, fashionable, high-quality, healthy and satisfying customers.
8. Business philosophy: Modern Hong Kong drinks Hong Kong dishes in urban fashion style, which are fresh, fast, fashionable and delicious, and popular.
9. Business strategic objective: to develop a beautiful environment with modern urban characteristics and Hong Kong style, and build a popular healthy catering brand.
Second, the market analysis
1. Basic characteristics of the industry
1) food diversification: the tea restaurant provides Chinese and western food, and there are many unique diets in Hong Kong. In small restaurants, there are often dozens of foods on the menu, and there are many choices. Customers can mix and choose the right food at will.
2) Pay attention to efficiency: customers pay at the cashier after patronizing, without waiting, and pay attention to the speed from ordering to checkout.
3) Reasonable food price: The food sold in traditional restaurants is usually more expensive. Eating a meal in a tea restaurant may only cost 10 yuan. Dinner and fast food in the tea restaurant will include drinks, or water or hot tea will be provided free of charge.
2. Feasibility analysis
1) There are not many Hong Kong-style tea restaurants in Nantong. The high-priced, affordable and good-quality tea restaurants cater to the characteristics of college students' pursuit of quality and low consumption.
2) Although there are canteens and many stalls in the school, students who are busy in class in the morning will still rush to buy breakfast, so fast refreshments will definitely be favored by students.
3) The class time of college students is not uniform, and the meal time will not be concentrated. The introduction of morning tea and afternoon tea just meets the needs of college students. Even if some students don't arrive at dinner time, they will want to buy some drinks and snacks.
4) There are many kinds of food in tea restaurants, which can be changed every time, and each time has a different taste, which is very attractive to college students who are willing to try fresh and exciting.
5) The environment in Hong Kong-style tea restaurant is fashionable, elegant and comfortable, suitable for college students to chat and date, enjoy the leisure atmosphere of petty bourgeoisie, and experience the humanized service and cultural atmosphere with more humanistic characteristics.
3. Competitive situation
There are many fast food restaurants on campus, such as Happy Station, Haodaxiang Chicken Chop and Wo Wo Chicken Chop. There are also many drink shops, such as Duke, te amo and Seven Cups of Tea. These businesses have formed a strong brand awareness among students. There are also canteens and some stalls in North Street, which are very cheap and have a price advantage over us.
4. Future development trend
Although there are a few chain-style tea restaurants and a certain number of Hong Kong-style tea restaurants, according to market research data, the prices are generally high. Coupled with the special food and service of Hong Kong-style restaurants and the fashionable and comfortable environment, it should be able to effectively enter the student market. We have established a good reputation among our classmates. After finding investors, we can open branches in other places in Nantong.
5. Situation analysis
Advantages: it is located in a student-intensive area with dense crowds, unlimited business opportunities and unique environment; Brand-new equipment, spacious and bright dining environment and cost-effective food are conducive to sales; Economic manpower structure, advanced service mode and comfortable environment.
Disadvantages: the new business is not well-known, and the market awareness and acceptance have a cultivation process;
Opportunities: in colleges and universities, the market capacity is large; Unique geographical location, the business environment can not be copied; The morale of new stores and new employees is self-evident after systematic training; Although there are many businesses around, the software environment is different and the competitiveness is strong and weak, which lays the foundation for the diversion of tourists.
Threat: The quality of services and products has a direct and inevitable relationship with operating costs, so the price of products will not be lower than that of competitors. Although the overall price will not be too high, in contrast, the financial affordability of students can't support the consumption of three meals a day in our store. Moreover, cost and profit are also directly linked, and the amount of profit is a major determinant of whether it can survive in the competition. Furthermore, the differences in local customs and eating habits have created another problem. Whether most customers can recognize or be satisfied with the products also needs to be tested.
Third, marketing strategy.
1. Market segmentation
Consumer groups; college student
Consumption motivation; leisure
Behavioral characteristics; Group or individual consumption
2. Market strategy
Because it is a newly established enterprise, it faces new customers and its products are new to customers, so it chooses diversified market strategies.
Accordingly, we take the following measures:
1) can issue questionnaires to analyze students' suggestions and opinions on tea restaurants, so as to improve students' needs and requirements for products and services.
2) According to the statistical results of the questionnaire, further analyze and improve the details of the restaurant, such as decoration style and price.
3) Train the employees in the store to ensure that they can meet the requirements of customer service.
3. Sales mix
The marketing mix strategy of this enterprise is a market-undifferentiated strategy, including the following contents:
1) product strategy
To provide customers with a fashionable and elegant environment and excellent service, while ensuring the quality of products, we will set lower prices, introduce a wide range of foods and drinks, and mix them at will.
2) Promotion strategy
Advertising: distributing leaflets in school dormitories and canteens to increase publicity; Place weekly new product billboards in front of the store; In-store counters and order cards make eye-catching publicity on the promotion of new products.
Commercial promotion: launch different promotional activities in different festivals; Publish group purchase preferential information and cash coupons.
3) Sales channel strategy
The main target customers in the initial stage of starting a business are college students. Do a good job of publicity in places with large student flow and sell them through store direct sales.
The business is not only located in Nantong University, but also has an e-commerce platform in Nantong: Home Online, which can join in, provide online ordering service and promote the business to the whole city.
4) Price strategy
Set a low price to attract college students with good quality, low price and no fixed income. In order to gain popularity as soon as possible, we can draw up a short preferential period, carry out market promotion, seize the market quickly, build hot shops, arouse the widespread concern of target customers, and use? Conformity? Consumer psychology, gradually introduce innovative service selling points, and keep the market hot. After the tourists are stable, the necessary screening will be carried out.
Four. Financial strategy (financial report)
1. Capital budget
1) Business equipment and facilities: 88000
Computers, counters, sanitary products, lobby equipment and outdoor products
2) Kitchen equipment and supplies: 85,000 yuan.
Stove equipment, heating and insulation equipment, refrigeration equipment, exhaust equipment, chafing dish equipment, boiling pot, steamer, frying pan, spoon, knife, stainless steel kitchenware, food storage container, bread baking equipment, kitchen sundries.
3) Catering equipment and supplies: 52,200.
Drinking machine, beverage machine, ceramic products, plastic products, juicer, coffee machine, coffee pot, coffee stove, glassware, stainless steel tableware.
4) Sanitary articles: 1, 800
Mops, brooms, brushes, cleaning tools, cleaning protectors, cleaning agents.
5) Washing equipment and supplies: 10800
Dishwasher, tableware disinfection cabinet, washing basket, detergent
6) Dining chair and dining table cabinet frame: 84200.
Configure or customize related furniture according to the needs of environmental construction, but pay attention to furniture pollution.
6) Other equipment and supplies: 40,000.
7) Decoration:100000
8) Venue rent: 15000, which shall be shared according to the monthly rent.
9) Material storage: 20,000 yuan according to the 3-day storage cycle.
The total is 497000.
10) staff salary and headcount budget
2 pastry chefs14,000 yuan = 8,000 yuan.
2 barista13,500 yuan = 7,000 yuan
Attendant 3 1 2500 yuan = 5000 yuan.
One-month salary budget amount = 20,000 yuan
Advertising and promotion activities: 30000
Total liquidity demand: 547,000 yuan
2. Financing
The actual situation of this enterprise is an individual industrial and commercial enterprise with a capital of 500,000 yuan. Because it is a newly established company, there will not be much fluctuation in the short term, and Hong Kong-style tea restaurants are the general trend. It caters to the tastes of today's college students. It is convenient, cheap, affordable and informal. It is obviously different from other competitors and can satisfy more than half of college students. Therefore, according to the company's integrated service tenet, our tea restaurant is easy to survive in the market, and it is also easy to start the signboard of the tea restaurant and attract customers. Under such circumstances, I think our tea restaurant is likely to open branches, even all over the country or even the world, so I think there are two financing methods:
The first way is to increase the further investment of partners to expand the scale of operation, and share the profits according to the profits at the end of the year. This can effectively raise funds and expand domestic demand in a short time. With greater financial strength to expand the scale and economic strength of enterprises, so as to broaden the scope of business, with sufficient funds, we can introduce advanced technology, update equipment, improve quality of enterprise, and enhance the economic strength and competitiveness of enterprises. However, its disadvantage is that it is easy to disperse the control right of enterprises and there are great differences within the company.
The second way is bank loans or mortgage loans to finance. It can solve the temporary crisis, adjust everything in the company with sufficient funds, and prescribe the right medicine according to different situations. Therefore, our company decided to adopt the second method: borrow 80,000 yuan from the bank for a period of 3 years as a long-term loan fee. According to the cost calculation, the general formula of long-term borrowing cost is k1= r1(1-t)1-f, and the cost of borrowing funds = annual borrowing interest *( 1- income tax rate)/(borrowing amount-borrowing cost).
The annual interest rate of three-year long-term loans is 6.40%, which is paid once a year and repaid at maturity. The enterprise income tax is 25%. Then the enterprise's financing expense ratio formula: if the financing expense ratio is 0.5%, then the long-term borrowing capital cost k1= 6.40% * (1-25%)/1-0.5% = 4.82%.
3. Capital budget
1) Estimation of annual income level of enterprises
The tea restaurant is open for one day 12 hour, with an average of 80 guests, and each person spends an average of 30 yuan. The daily turnover is 2,400 yuan, and the total operating income is 864,000 yuan if it is operated for 360 days a year.
2) Calculate the annual operating cost according to the working capital.
Total cost in the first year =65 1632.5 yuan.
Operating cost in the first year = total cost-depreciation-amortization = 628,000 yuan.
The total cost in the second year is 649,632.5 yuan, and the annual operating cost is 626,000 yuan.
The total cost in the third year is 654,752.5 yuan, and the annual operating cost is 631120 yuan.
3) annual net cash flow of the enterprise
Schedule: (Newly established enterprises or business units engaged in catering industry shall be exempted from enterprise income tax for one year with the approval of tax authorities)
serial number
Annual project
Economic benefit calculation and analysis period (year)
1
2
three
1
production marketing
864000
864000
864000
2
total cost
65 1632.5
649632.5
654752.5
three
trading profit
2 12367.5
2 14367.5
209247.5
four
income tax
5359 1.875
523 1 1.875
five
net profit
2 12367.5
160775.625
156935.625
six
amortize
10000
10000
10000
seven
devaluate
13632.5
13632.5
13632.5
eight
Operating cash flow
236000
184408. 125
180568. 125
4) The necessary rate of return of enterprise investment
Risk-free rate of return =5% Risk rate of return = 15%
Necessary rate of return = risk rate of return+risk-free rate of return =20%
5) Net present value (NPV) and internal rate of return (IRR) of investment.
NCF0=-280000
ncf 1 = 2 12367.5+ 10000+ 13632.5 = 236000
NC F2 =(864000-626000- 13632.5- 10000)*( 1-25%)+ 13632.5+ 10000 = 184408. 125
NC F3 =(864000-63 1 120- 13632.5- 10000)*( 1-25%)+ 13632.5+ 10000 = 180568. 125
NPV = 180568. 125 * pvif 20%，3+ 184408. 125 * pvif 20%，2+236000*PVIF20%， 1-280000
= 149 1 16. 18
Internal rate of return =54%
6) judging the feasibility of investment
NPV>0 or irr & gt4.82%, so the investment scheme is feasible.
Verb (abbreviation of verb) operation strategy
1. system design
The management of tea restaurants can learn from the management mode of fast food restaurants, integrating Hong Kong-style snacks, western-style cakes, hot and cold drinks and fruit platters, with good environment, fast meals, rich varieties and low prices as the highlights. In addition to providing various Chinese dishes and local specialties, it can also be matched with various teas, with prices ranging from 6 to 18 yuan to meet the needs of various consumers. As the main income of tea restaurants comes from business lunches, it is best to provide customers with a drink or a bowl of soup for free.
2. Operational planning and control
Because the demand for breakfast time is concentrated and large, more cakes and coffee can be prepared at breakfast time. According to the business situation in the first week, formulate the adjustment of product production quantity and business hours; According to different seasons, prepare more popular products, such as red beans in winter and ice cream in summer.
Research and development strategy of intransitive verbs
Regularly send pastry chefs and baristas to take turns to train, so that they can learn advanced production technology and operation skills and enhance their abilities. Encourage them to develop new and popular products and pay bonuses accordingly.
Adjust the taste or taste of existing products according to customer feedback.
Seven. Human resource strategy
1. Human resource planning
Store manager 1
Two pastry chefs
2 baristas
3 waiters
Cashier 1
Aunt cleaning 1
2. Recruitment and selection
Post recruitment information on the website or post recruitment notices on the bulletin board. Choose hardworking, friendly and service-conscious young people. After all, it is easy to communicate with college students. Among them, pastry chefs and baristas must have work experience and the ability to take the lead. Choose a waiter who worked as a waiter in a tea restaurant as a waiter foreman.
3. Training and motivation
Cultivate employees' corporate culture and team consciousness before opening and send them to relevant schools for training skills. Formulate rules and regulations to evaluate and motivate enterprises, and give honors and economic rewards to employees who have done a good job.
Eight, enterprise risk analysis
1, business risk analysis
(1) Analyze the business risks of the enterprise according to the forecast of the future market supply and demand of the industry;
The market is constantly changing, so is the relationship between supply and demand in the tea restaurant market. The change of supply and demand will inevitably lead to the fluctuation of catering prices, which is manifested in the change of rental expenditure, the change of catering quality and the change of the competitiveness of tea restaurants, thus leading to the actual income of tea restaurant investment deviating from the expected income. What's more, when the market escapes to a certain extent (the supply of this type of tea restaurant exceeds the demand in a certain area), the tea restaurant will face a severe situation of competitive pressure, which will lead to serious capital occupation and increased repayment pressure, which will easily lead to the bankruptcy of the tea restaurant and its inability to survive.
(2) According to the production and operation of enterprises, put forward reasonable measures to reduce the business risks of enterprises.
First, establish a sense of crisis, make a fuss about strengthening basic management, optimize management projects, strengthen equipment maintenance, strengthen technological innovation of food, and strive to improve equipment health, food quality and available hours.
The second is to strengthen process control, strengthen target management, implement comprehensive budget management and refined fuel management, and realize? Predict beforehand, control in the process, and analyze afterwards? Try to realize all the costs and expenses? Fine, accurate, detailed and strict? Further improve the reasonable overall planning, scheduling and arrangement of funds, reduce the cost of using funds through effective control of funds, improve the company's financial management ability, effectively curb the downward trend of profits, and strive to reverse the passive situation.
The third is to organize the first quarter operation analysis meeting, conduct cost investigation and financial analysis on the first quarter operation of affiliated enterprises, and formulate corresponding effective measures to control costs in view of existing problems.
2. Financial risk analysis
Capital structure refers to the proportion of equity capital and debt capital in the total capital composition of enterprises and their proportional relationship. We chose debt capital financing. Debt capital financing has many advantages, including: fast financing speed and short time. The borrowing cost is low, and the interest can be deducted before tax, which reduces the interest expenses actually borne by the company and is far lower than the cost of equity financing. The loan is flexible, so the company can directly negotiate the time, quantity and amount of the loan with the bank according to the capital demand, and can also change the loan conditions. At the same time, it can also play the role of financial leverage. Banks only charge interest, and more benefits belong to the company. Our internal investment is generally reflected in fixed assets. In the process of fixed assets investment decision-making, enterprises are likely to lack detailed and systematic analysis and research on the feasibility of investment projects. In addition, the decision-making is based on incomplete and untrue economic information, and the decision-making ability of decision-makers is low, which makes investment decision-making mistakes occur frequently, investment projects can not get expected returns, and investment can not be recovered on time, which also brings huge financial risks to enterprises.
Therefore, before making any investment, enterprises must analyze the feasibility of investment projects. Only when the risks of various factors are comprehensively considered and the measured value of net cash flow generated by investment projects is positive can they make investments.
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