Part 1: Beverage shop business plan

1. Product (service) introduction

1. Our store mainly operates various coffees, milk teas, and beers. In addition, in order to meet the consumption needs of customers, we also operate double-skinned milk, shaved ice, milkshakes, fruit beers, and various other products. Juices and drinks and various snacks, such as various flavors of melon seeds, popcorn, potato chips, etc.

2. Our store is mainly designed for couples and mainly college students. There are small compartments inside, each with a different style. Red, orange, red, green, cyan, indigo and purple are the main colors of each compartment. On the basis of color, various themes are highlighted through the arrangement of furnishings. Red is passionate, green is fresh, orange is warm, and purple is romantic. It also includes a large compartment, about 12 square meters. For friends gatherings and birthday parties. Because rooms are limited, reservations are required in advance.

3. In order to attract customers, our store will continuously try to develop new types of milk tea. The new type of milk tea will become this week's recommended drink and will be sold at a special price in the first two days of launch. If the response is good It will become a featured product of our store. In order not to be surpassed due to imitation, we will continue to introduce new products, holiday products and anniversary products. For example, Valentine's Day: launch milk tea for couples, Singles' Day: launch milk tea for singles, Children's Day: launch cartoon-shaped plastic cups. Continuously attracting customers because of its characteristics, making customers deeply impressed by the store, and gradually forming a reputation, becoming an intangible brand asset of the enterprise.

4. At the same time, our store also provides couple membership cards, and member points can enjoy discounts or redeem gifts.

5． The packaging is constantly changed to meet the needs of consumers, and the shape and color of straws are selected according to consumers' preferences. As well as selecting cup patterns via surveys.

6. There are equal numbers of male and female waiters in the store, each wearing a couple's outfit of different colors. Gives people a refreshing feeling. It also reduces the embarrassment of student customers.

2. Company Overview

The name of our store "XX Beverage Store" is easy to remember and can be remembered quickly. Our goal is to attract customers with unique features that ordinary milk tea shops do not have and obtain large profits. It is specially designed for college student couples. Provide a relaxing, private and warm place for couples. Love is an eternal theme. "So-and-so drink shop" can make people imagine endlessly, "Love me" and "Let's love so-and-so drink shop" will have different expansions for different people. This is also a company culture that attracts attention.

The "XX Beverage Store" is located in a central point where college students are concentrated, so it can have a steady stream of customers. The specialty of our store is not the drinks, but the unique environment and service. Provides a sense of freshness. Use fresh corporate culture to conquer consumers and gain more loyal customers.

1. Company purpose

Taking college student couples as the main customer group, focusing on market operations, using better products and more distinctive services to attract more customers.

2. Business objectives

In the early stages of operation, our main goal is to enter the target market. As the market continues to grow, our goal is to occupy more market shares.

3. Product advantages

There are many varieties of milk tea, with a large space for customers to choose, and there are many features (health-preserving milk tea is welcome). The speed of making milk tea is fast and the taste is good. Reasonable prices and considerate service. And according to different consumer groups and seasonal differences, we can launch different products, different packaging and services.

4. Management Team

In our entrepreneurial team, there are six people in total, and the division of labor is as follows:

Production, sales, cash settlement, Service, store organization, material ordering.

5. Company logo

A heart with wings and a certain beverage shop written on the wings, which is the transmission of love. The considerate service written in it is what we want to give our customers.

Three. Market demand and competition analysis

1. Market demand analysis

Except for some big brand coffee shops, such as Wanda’s Starbucks, most other hot and cold drink shops are purchased by customers. There are few places that provide a warm environment. Many raw materials are placed directly outside, and the places where the raw materials are placed are not very clean, which can easily offend customers.

2. Competition analysis

(1) Porter’s five forces model analysis

1. Existing competition: Discover “a certain beverage store” in the market Its direct competitors are big-brand beverage stores like Starbucks, but most of its customers are petty bourgeoisie, and its product prices are relatively high. By comparing the two, "XX Beverage Store" is more suitable for consumer groups such as students.

2. Potential competitors: Faced with such an environment around the school, many students have opened similar shops.

Chapter 2: Milk tea shop business plan

Store location and design plan, store management, supply channel, market analysis, development strategy, publicity work, marketing strategy, economic cost and benefit analysis, risk planning

1. Industry background:

With the improvement of living standards and changes in consumption concepts of residents in our country, beverages have transformed from luxuries in the past to daily necessities. At the same time, as consumers' awareness of pursuing health and naturalness continues to increase, the demand for varieties in the beverage market is also changing. Milk tea beverages, known as the "upstart beverages", have begun to become the most beautiful scenery in the beverage market.

However, behind the people's taste of refreshing and delicious milk tea drinks, the milk tea drink market is in turbulent times, and a war is imminent. Yesterday's milk tea drink "Seven Cups of Tea" encountered the "Black Tide" and "Quick Three Seconds" breakouts. Due to the lack of innovation and effective marketing strategies, it has gradually been further and further left behind by the two. While the war between black and fast brands continues to heat up, other beverage businesses have also sharpened their skills. Although the milk tea beverage market is crowded with players, and several major brands have jointly controlled the market, there are still many companies trying their best to follow up and seize market share.

Faced with huge market potential and fierce market competition, how should emerging beverages enter the milk tea beverage market as a challenger? How should the company develop? What are the market prospects?

2. Store introduction:

1. Store name: Youth Travel

2. Store structure: a vibrant and energetic team that always pays attention to the dynamic needs of the mall. A team that works together with an entrepreneurial spirit.

3. Store operation status: Our store is open all day, and the business hours are from 8 am to 10 pm. Considering that milk tea shops will have off-season and peak season in spring, summer, autumn and winter, we will operate according to the actual situation. Depending on the situation, make reasonable adjustments in time and personnel as appropriate.

4. Product services and features: Our store mainly provides a series of milk tea products, such as: tea drinks, smoothies, shaved ice, roasted grass jelly, milkshakes, coffee, etc. The store has a modern and simple style and comfortable facilities. Separated small rooms are available for customers to chat and rest. The store is equipped with wireless network for customers with laptops to surf the Internet for leisure.

5. The purpose of our store: to serve customers, provide high-quality services, and bring happiness to everyone, so that everyone can feel the freshness of spring, the coolness of summer, and the joy of autumn during the 'Youth Walk' Miss you, the warmth in winter.

6. Our store’s goal: adhere to independent innovation, continuously improve the quality of milk tea, stick to our own brand, develop this brand into a market brand, and create a sky in the entire Hunan milk tea market.

3. Store location and design plan:

<1> Store location: Commercial City Pedestrian Street

Advantages:

1 .. There are many consumers, and the Commercial City Pedestrian Street is the market location with the largest flow of people in the city.

2. There are schools such as Jishou No. 1 Middle School, the Primary School Affiliated to the Civil Normal University, and Jishou University College in the surrounding areas. The population is concentrated, which is convenient for publicity. There are generally places for information exchange in colleges and universities, such as: broadcasts and bulletin boards? We We can make full use of them to promote our products and increase our popularity.

3. It is more convenient to carry out collective activities, and inducement promotion methods can be used.

〈2〉Design plan:

Disadvantages: Because the commercial city is a population gathering place, the rent of shops is high, which makes capital turnover more difficult.

(1) Use four cabinets to form a square, and employees work in the square.

(2) The overall style is divided into four styles, namely spring, summer, autumn and winter. The tones are used to achieve the effect to be expressed, namely: light green, orange, light yellow, black and white, cabinets Posting wallpapers of corresponding colors and wearing aprons and hats of corresponding colors will give people a cool and refreshing feeling in summer and a warm and homey feeling in winter.

(3) The cups used implement a complete set of professional models. We can customize them from the manufacturer ourselves, and print our store name, promotional slogan and store address on the wall of the cup.

IV. Store Management

1. Management Thoughts

The premise of excellent scientific management is to determine and implement correct and advanced management thoughts. We will adopt a people-oriented management philosophy that values ??team spirit. Pay attention to personal development and respect personal value. The heads of various functions coordinate and cooperate with each other to achieve the overall development of the store and achieve the effect of 1+1>2.

2． Management decision-making

The management team is mainly composed of members of our entrepreneurial team. We are all college students with relevant professional knowledge. We will make practical decisions for store development and perform the most efficient tasks. We will also invite people with technical and management experience in this industry to join and assume important positions.

3． Team Overview

Educational Background: Have a certain understanding of the milk tea industry, have received relevant training in milk tea, and have a strong thirst for knowledge and enterprising spirit.

Interpersonal relationships: Have strong interpersonal affinity, enthusiasm and calmness.

Professional qualities: Be observant; pay attention to norms; have a hard-working spirit and be able to correctly handle relationships with others.

5. Supply channels:

Through on-site investigation and online consultation, we found an authoritative raw material wholesale market. Hunan Gaoqiao Market in Yuhua District, Changsha City and Shiquan Food Distribution Co., Ltd. in Xihu District, Nanchang City are self-employed businesses integrating distribution, wholesale, and investment promotion. Pearl milk tea raw materials, machinery and equipment, coffee raw materials, black tea series, milk tea equipment, fruit flavors Powder, juice, etc., milk tea raw materials, cup sealing film, pulp jam, pulp drinks, coffee raw material equipment, etc. are the main products of Hunan Gaoqiao Market in Yuhua District, Changsha City and Shiquan Food Distribution Company in Xihu District, Nanchang City. Hunan Gaoqiao Market in Yuhua District, Changsha City and Shiquan Food Distribution Company in Xihu District, Nanchang City are enterprises approved and registered by relevant national departments. Hunan Gaoqiao Market in Yuhua District, Changsha City and Shiquan Food Distribution Company in Xihu District, Nanchang City have established long-term cooperative relationships with many companies based on their strong strength, reasonable prices, and excellent services. The supply of goods here is good, the quality is guaranteed, and it is approved by relevant national departments. Therefore, we have an extra guarantee in terms of supply.

6. Market analysis:

1. Industrial background analysis:

With the development of market economy, people’s income has also steadily increased; the increase in income has made People have put forward new requirements for diet. People's dietary concepts are also undergoing more and more changes: from the original "eat and drink enough" to "eat well and drink well" in the early 21st century to the current "fashionable diet".

As a new development highlight in the catering industry, the milk tea industry is attracting more and more investors and participants, and it itself was born and developed under this background; it is playing a A sudden rise in the catering industry. So far, the market saturation rate of milk tea is far from reached. A few milk tea stores are dominating the vast milk tea market, such as the "Kuroshio" milk tea alliance store. There are still many market gaps that have not been explored, so the market prospects are promising. Milk tea shops continue to attract all kinds of entrepreneurs with their low investment, quick results, stable income and low risk.

2. Market background analysis - SWOT analysis

Part 3: Detailed business plan for milk tea shop

In the 19th century, the French movie "37 Degrees Woman" ( After the advent of "Wild Rose of Paris", 37 degrees became synonymous with a person who risked everything for his ideals and freedom in his heart.

Chapter 1 Market Introduction

A milk tea shop is a place that integrates leisure, entertainment, dating, eating and other aspects. It is mainly aimed at young people who like to pursue fashion. Compared with coffee, Restaurants, fast food restaurants, restaurants and other places, milk tea shops, a fresh and simple way of leisure and entertainment, are more attractive to young people.

The current milk tea shops in Zunyi City are uneven, disorganized, and lack service. The varieties of milk tea have not changed, and most of them are the same. There is no milk tea shop with a distinctive theme and creativity.

Chapter 2 Market Prospects

Zunyi City’s economic level has developed rapidly in recent years, and the gap with first-tier cities has continued to narrow. While people’s income continues to increase, consumption levels have also A rising tide lifts all boats. With the growing number of young people born in the 80s and 90s, a new consumer group and consumption method are gradually emerging. This is a new group of humans who like to pursue new things. A milk tea shop is a place that integrates leisure, entertainment, socializing, eating and other aspects. It is mainly aimed at young people who like to pursue fashion. Compared with cafes, fast food restaurants, restaurants and other places, milk tea shops are a fresh and simple leisure and entertainment. way is more attractive to young people.

First of all, we must conduct market research to understand who consumes, how they consume, how much they consume, and why they consume. As long as you understand the post-80s and 90s generations and understand their needs, you will be successful. , because they are the backbone of future consumption, so it is very important to study their psychology.

Chapter 3 Market Survey

(1) Consumer Group

Survey method: questionnaire, interviews

Observe the current situation of other milk tea shops Business conditions, understand the consumer groups of low, medium and high-end milk tea shops.

For example:

We learned that people who are willing to go to milk tea shops are mainly those born in the 80s, 90s, and 00s, and there are also a small number of people born in the 1970s.

Among them, the consumers of mid- to high-end milk tea shops are mainly those born in the 1980s, followed by those born in the 1990s.

(2) Consumption habits

Survey methods: questionnaires, interviews

Based on the conclusions drawn by the consumer groups, conduct surveys on various age groups or special groups. investigation.

For example:

Post-70s: pursue cost-effectiveness, are too mature, have no interest in new things, do not like to go to milk tea shops and other similar leisure and entertainment places, and psychologically think that they are children's play venue.

Post-80s: Insensitive to price, they believe that as long as it is a product they like, they should buy it. They are a group of people who like to pursue new things, love consumption, dare to consume, and can afford consumption. Their consumption is stable. Persistence, emphasis on status and face, love of vanity, and preference for luxury goods.

Post-90s generation: an only child, extremely insensitive to money, very fond of following trends, able to consume, and dare to consume. Since there is no financial income, consumption is affected by parents, and the frequency and amount of consumption are determined by pocket money. Consumption is unstable, but will be the mainstream of consumption in the future.