2017 Leisure Bar Business Plan

Introduction: People work and study in the fast-moving modern society, and leisure places have become a good place to relieve stress. Especially young people have strong curiosity and desire to make friends. Opening a leisure bar seems like a good idea, but first, you need to prepare a business plan.

Analysis of the target market of leisure bars

1.1 Leisure bars have good market opportunities

Facing the rapid development of social economy, life With the continuous improvement of living standards, people's consumption power is also getting higher and higher. However, many times, when people have the opportunity to stop what they are doing, they find that they don’t know where to go to enjoy their leisure time. Our leisure and entertainment club service company is an entertainment venue that serves students, staff and others who want to enjoy their leisure time. We provide a series of services and activities for leisure and entertainment based on the characteristics of people at this stage. , including leisure and entertainment service companies, catering worlds and leisure and entertainment bars. Leisure and Entertainment Services is responsible for the operations of the entire group and the direction of the company. Catering World mainly provides delicious catering and high-quality and efficient services, providing diners with a good dining environment and creating a happy and warm home feeling. The leisure and entertainment bar provides a variety of entertainment equipment and leisure areas, allowing customers to experience the ease of leisure and entertainment.

Advantage analysis: This leisure bar operation solves: 1. Students’ extracurricular life is monotonous. Since our university is under closed management, the schoolwork is relatively easy. There are many activities in extracurricular life, but only It is suitable for a small number of students to participate. Most students are addicted to the Internet and killing time through computer games after class, so much that they are addicted to it and cannot extricate themselves. 2. As competition intensifies, the pressure on school students is also increasing. They need to relax and communicate. However, current student communication channels and communication methods are relatively narrow. The key is that there is no good platform. We can just To provide such a platform and a place, we can promote their communication through theme parties, theme activities, etc. 3. Nowadays, everyone usually has something to do, such as birthdays, hometown gatherings, and friends’ visits. Apart from eating and drinking tea, there is nothing else. Everyone urgently needs a leisure place. After drinking tea, everyone can chat, sing, and consume together. Not high, but still classy. Or everyone organizes a birthday party together. College students are all about romance and feelings.

Disadvantage analysis: Since it has just started, Hongdou Leisure Bar is small in scale. For example, the human resources and service items of Hongdou Leisure Bar customers are relatively limited. In addition, our school has limited student teachers and staff, and the competition inside and outside the campus is also relatively fierce, so there are still considerable disadvantages. On the other hand, because school holidays are fixed, the number of customers during the summer vacation will drop sharply, and businesses will be closed during the winter vacation. This will be a more difficult problem to solve.

Opportunity analysis: According to our market research and analysis, the market demand for our products exists and has certain competitiveness. And I am a member of the largest customer group of students, so I can better understand what kind of products and services customers need. From these aspects, there should be a good chance to squeeze into the leisure bar market.

Threat analysis: The service and product quality of the leisure bar are directly and inevitably related to the operating costs. Therefore, the product price will not be lower than that of competitors, although the overall price will not be too high. High, but in comparison, the customer's financial affordability has become a big test. Moreover, costs and profits are also directly linked, and the amount of profit is a major determinant of whether a company can survive in the competition. Furthermore, the differences in customs and eating habits in different places raise another question, that is, whether most customers can recognize or be satisfied with the product, this also needs to be tested.

1.2 Analysis of target customers of leisure bar

Our leisure bar mainly targets target groups such as college students, teachers, residents near the school and floating people. Most of them have fixed sources of income, have a favorable impression of the functions and service attitude of leisure bars, and have a good understanding of the definition of leisure bars.

Market segmentation table

Usage of regional age and occupational income

Students aged 18 to 30 near Jinyujing rely on their parents for a lot of leisure and entertainment

< p> 4,000 yuan for general business talks for office workers aged 30 to 50 years old

More than 4,000 yuan for general leisure and entertainment for retired people over 50 years old

Analysis of leisure bar store location selection

After careful investigation and based on the store location principle, the project team selected the book bar to be located at No. 896 Xixi Road. (See Appendix 1). The lounge is backed by the beautiful Wanxiang University, faces the densely populated Xiaohe Mountain, and is surrounded by the Xixi Wetland.

2.1 Analysis of roads and traffic conditions in the business district

Xixi Road is a two-lane commercial street that runs from east to west. The flow of people and traffic flows at a relatively high speed. Large, large runoff.

There are a large number of shops, restaurants, unique shops and stalls distributed along the street. Most businesses are restaurants, cultural supplies stores, hair salons, and Internet cafes. It is a prosperous commercial street with dense crowds.

The area where the store is located has many gathering places. It is bounded by Baziqiao Road in the east, Ring Expressway in the south, Liuliu in the west, Xixi Wetland in the north, a Lianhua Supermarket, a vegetable market, and the Haiwaihai Hotel.

The transportation where the store is located is very convenient, with many transportation lines. There are bus routes B, 2,853, and 346 near the school.

Based on the above analysis data, it can be inferred that opening a leisure bar at 894 Xixi Road is the best choice. The location of the new store is very favorable, with developed transportation and dense flow of people, especially college students and middle school students. The business is prosperous enough to attract students and a certain number of white-collar workers. This provides favorable preconditions for the marketing of leisure bars. Choosing the store location here will not only attract students from the three surrounding schools to come and visit, but also encourage children in the surrounding residential areas and some adults who like leisure to relax after work.

2.2 Analysis of the consumption potential of the business district

Whether it can have a certain size of target customers is one of the important factors that should be considered when choosing a store location. A store with a good location must have a stable group of target customers, which requires a sufficient number of households and population within its radiation range. Many stores are located in areas with relatively high purchasing power and high population density. One of the important reasons is to ensure that there is continued strong purchasing power in the surrounding areas. Therefore, the development of leisure bars must understand the number and income level of surrounding consumers, occupational distribution, consumption characteristics and preferences. Through understanding, you can have a more accurate understanding of the customer's consumption and purchase quantity.

2.3 Analysis of competitors in the business district

Industry competitors: milk tea shops, Taiwanese rice balls, and small restaurants near the school.

1. Marketing strategy of milk tea shop

Making pearl milk tea is very simple, just like making a cocktail. In addition to pearl milk tea, pearl tea also includes cherry black tea, mint green tea, and passion black tea. and strawberry milk tea and more than 20 kinds of tea. People who like to drink frozen pearl milk tea probably prefer the feeling of sucking pearls through a particularly thick straw! Coupled with the subtlety of black tea, the simplicity of milk, and the tenacity of pearls, they are cleverly combined. No wonder It attracts so many young people to come and taste tea like they are possessed. Regular drinking of pearl milk tea is good for people with high blood pressure, heart disease, lack of sleep, and poor mental health. (Competitive advantage)

Mainly from outside buyers, supply by call when there are many people. There should be as many flavors as possible, and the prices should be suitable from low to high prices. Students who like personalization can consider the option of customizing the flavor of milk tea and adding toppings at a price. You can even apply for a membership card, and members can call to prepare goods in advance, which can avoid too many people queuing up and wasting time after school, etc. (Sales method)

If there is a large flow of people, people buying milk tea may block the door. If the flow of people is average, this design is feasible. However, there are bars on the left and right walls of the 2.5-meter-long inner hall, which makes it very crowded when full. If I had to design it, I would only install one side. Although there is a little less space, at least there is room to move around. (Decoration advantage)

2. Marketing strategy of Taiwanese rice balls

Currently, in many places across the country, especially in the south, if you look closely, you will find a very interesting new thing. In our lives, she is "Taiwanese Rice Ball". The specialty food "Taiwanese rice balls" originally came from Taiwan. After the founder Zhu Hua's transformation of combining Chinese and Western styles, this "hybrid" with coarse grains and fine grains, reasonable nutrition, fast and affordable has become a fashionable meal for office workers and teenagers. . "Taiwan rice balls", a specialty catering, can quickly occupy the breakfast and casual snack markets in some places and become a new fashionable food in some cities (especially in Jiangsu and Zhejiang) because it caters to the psychological needs of consumers.

Currently, in many parts of the country, especially in the south, if you look closely you will find a very interesting new thing appearing in our lives, which is "Taiwanese rice balls". ?Taiwan rice balls? This specialty food originally came from Taiwan. After the founder Zhu Hua combined Chinese and Western transformation, this "mixed race" with coarse grains and fine grains, reasonable nutritional mix, fast and affordable has become consumed by office workers and teenagers. (Taiwan Rice Ball is a branded snack bar, which is a brand marketing strategy; and Taiwan Rice Ball also specializes in other products, which is a product diversification marketing strategy.)

3. Marketing strategy of small restaurants

my country's small and medium-sized hotels are facing strong competitors, and coupled with their own weak strength, it is difficult to take advantage of products and services. It is very difficult to survive and develop in the fierce competition. Therefore, seeking innovation in marketing methods has become an important means of market competition for small and medium-sized hotels. Penetration marketing is very consistent with the current situation of small and medium-sized hotels in my country, both in terms of marketing concepts and marketing methods.

(1) Reasonable segmentation of the market

Reasonable segmentation of the market is actually mainly about clarifying the target market of small and medium-sized hotels. Small and medium-sized hotels only need a market segment for sales, and choosing a consumer group that is easy to sell to can meet the sales targets of small and medium-sized hotels.

Therefore, small and medium-sized hotels have great advantages. They only need to satisfy one market segment to survive, which also brings many survival opportunities to small and medium-sized hotels. When selecting target markets, small and medium-sized hotels must not only analyze the competitors in the market segments, but also determine whether there are untapped markets that can be pursued. At the same time, it should also be noted that small and medium-sized hotels came into being in the context of intensified market competition. They are the result of reasonable segmentation of the market. If you do some research on the current small and medium-sized hotels, you will find that all the small and medium-sized hotels that are relatively successful have their own clear market strategies and relatively clear market positioning. They also have a relatively clear leading direction of market competition. Therefore, It has its own relatively clear marketing promotion method. If small and medium-sized hotels can tap into the market and establish their own unique themes, they can easily find their own position in the fierce market competition.

(2) Breaking the traditional marketing method

The marketing method of penetration marketing is different from traditional marketing. It places more emphasis on emotional communication with customers. Penetration marketing for small and medium-sized hotels must break the traditional marketing method. Don’t limit yourself to thinking about the functions and benefits of your own products. You must start from the customer’s perspective and focus on the customer’s needs. If you don’t understand the real factors that drive customers, you will not Possible penetration marketing success. When designing penetration marketing methods, small and medium-sized hotels should pay attention to adopting some non-commercial marketing methods, which can save money and achieve unexpected results.

(3) Build your own loyal customer base

One of the main principles of penetration marketing is: satisfaction first, marketing second, all your efforts should be focused on helping customers. Staying in touch with customers means staying in touch with small and medium-sized hotels themselves. This can help small and medium-sized hotels develop a large number of exciting new products and services. Small and medium-sized restaurants cannot be competitive in lowering prices, so they must give your products a profitable price. The premise is that your products can help customers meet their needs

or your products can stimulate The emotional element of the customer, or the fact that your product satisfies a specific need. If small and medium-sized hotels put the emotional needs of customers first, they can get a large number of customers. Customers often put price in a secondary position between emotion and price. Therefore, it is a key for small and medium-sized hotels to seize the customer source market. The sexual factor is whether you can establish your own loyal customer base. Emphasis on emotional communication.

(4) Provide customers with true and complete information

Providing true and complete relevant information is a "customer first" strategy and an important component. However, marketers do not need to know all the solutions and answers themselves. What they have to do is to help customers find the right answers and develop products and services that meet customer needs. Therefore, when small and medium-sized hotels use penetration marketing, the key is to grasp the importance of information. This can be achieved by establishing a true and complete information database and regular information feedback from marketers to achieve mutual communication of information. Today's world has entered an era of information competition. Whether or not it can provide customers with timely and effective information has become the key to the success or failure of small and medium-sized hotels. If small and medium-sized hotels can grasp true and complete information, they can influence customers and inspire them through conceptual marketing and other methods. potential needs.

Small restaurants can use penetration marketing strategies and communication methods to turn a considerable proportion of potential customers into actual customers. Small hotels need to have as many channels as possible to conduct research and development, promote each other, and establish as many formal or informal marketing strategic cooperation with other small and medium-sized hotels, groups and organizations of various natures as possible. alliance.

Analysis of profit and loss of leisure bar operations

Estimation of turnover in March 1st

(1) Estimation of daily turnover

Is there 6,000 people in the school? The purchase rate in the store is 4%? The price per customer is 10 yuan = the estimated turnover is 2,400 yuan

The number of people outside the school is 5,000? The purchase rate in the store is 1.7%? The price per customer is 12 yuan = the estimated turnover is 1,020 yuan

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Daily turnover = 2400 yuan + 1020 yuan = 3420 yuan

(2) Monthly turnover *** calculation

Daily turnover 3420 yuan? 30= Monthly turnover is 102,600 yuan

3.2 Estimation of suitable leisure bar business area

Our store is located near our school, and its main customer groups are students, teachers, migrant workers and foreign guests. The operating area is approximately 120 square meters. Mainly providing breakfast/lunch/dinner/special tea drinks/casual dining/casual tea drinks/small plates/desserts, etc. Breakfast features snacks, with many varieties, complete tastes and rich nutrition, giving diners more choices. For lunch and dinner, there are dishes with different tastes from the north and the south. Instead of meals, we provide a variety of tea drinks/small plates/desserts/snacks as well as hot and cold drinks, such as: juice/thin ice/porridge/sweet bean soup/coffee/fruit/platter/small plates/desserts/snacks, etc. Provide customers with a more relaxed dining and leisure environment and more choices.

The decoration of this dining and tea hall adopts the style of nature, which is casual and modern at the same time. The walls adopt light and warm colors. The kitchen layout is reasonable and exquisite, with good lighting. The overall look is between the nature of a home kitchen and that of a hotel kitchen. between.

3.3 Cost, profit and risk analysis

The market is constantly changing, so we must consider the market risks. In detail, there are the following possible risks:

< p> (1) The risk during the development stage of this project is that similar leisure bars may open in the market at the same time.

(2) Risks in the production and operation stage of the project. The benefits after the project is put into production depend on the sales volume and other performance of its products in the market. For projects at this stage, the biggest market risk sources are related to The competition risk of leisure bars in the market is that if the project is put into operation with good returns, it is likely to lead to the birth of a series of similar business projects, thus intensifying the competitive pressure of this project.

Internal management risks:

The leisure bar industry is a relatively low-tech industry, but it requires strict management to win the trust of consumers. For most Chinese self-operated Most of the canteens have loose internal management and low quality of service personnel. How to establish a modern enterprise system, improve the enterprise operating mechanism and strengthen the internal management of the enterprise is related to the survival, success and failure of the enterprise.

1. Estimation of operating expenses

(1) Fixed expenses

1) Staff salary: 7,500 yuan for 5 people*** 7,500 yuan

2) Rent: 2,000 yuan 2,000 yuan

3) Depreciation expenses: 190,000?40 (month) = 4,750 yuan 4,750 yuan

4) Water and electricity expenses: 3,000 yuan 3,000 yuan

Total: 17,250 yuan

(2) Proportion of variable expenses considered

1) Packaging and miscellaneous expenses: 2.2%

2) Commodity loss: 0.3%

3) Business tax: 6%

Total: 8.5%?102600=8721 yuan

2. Investment income estimate

(1) Sales gross profit = operating income? gross profit margin (the leisure bar is a leisure place, consider the gross profit margin to be 30%)

30,780 yuan/month = 102,600? 30%

(2) Estimated monthly pre-tax profit and loss = gross sales profit - variable expenses - fixed expenses

4809 yuan/month = 30780-8721-17250

(3) Estimated annual pre-tax Profit and loss = monthly pre-tax profit and loss? 12

57708 yuan/year = 4809? 12

3. Investment risk assessment

(1) Profit and loss balance point analysis

Break-even point sales = fixed expenses/(gross profit margin-variable expense rate)

=17,250/(30%-8.5%)=80,232 yuan

(2) Operating safety rate = 1 - breakeven point sales / expected sales

= 1-80,232/102,600=21.9%

Based on the above calculation, our leisure The profits from the project are considerable. The return on investment reached 31.11%. The safety rate of this project is as high as 23.5%, which can be said to be in the category of excellent stores. Therefore, the investment return of this project is definitely high. < /p>

The costs in the operation stage mainly include: employee wages, material procurement costs, site rental costs, taxes, water, electricity and fuel costs, miscellaneous expenses, etc.

Leisure bar market positioning analysis

4.1 Market analysis and positioning

Based on the relevant competition conditions in the Hangzhou Wanxiang Vocational and Technical College area, we have formulated the following market positioning Figure, which illustrates the target market that our project will enter. In the figure, the horizontal axis represents the quality of the service attitude, and the vertical axis represents the price. A represents the Dr. Milk Tea Shop on my campus. Its radiation range is only for students of our school, which is relatively narrow. B represents the Taiwanese rice balls outside the school. Its radiation range is relatively wide. The residents and floating population near Xixi Road are their target customer groups, and they provide a wide range of products. C stands for Guomai, which is relatively far from our campus and has relatively few students. H represents our target market, which is positioned in the column with medium price and best service attitude. We want to open up the market with special services.

If the average daily sales per square meter of the leisure bar is 30 yuan, and the daily sales are 3420 yuan, the suitable leisure bar use area is 3420?30=114 (square meters). For this reason, we set the business area as 120 (square meters), so that the use area of ??the leisure bar should be guaranteed. 4.2 Store layout and positioning

Appropriate use of lighting, carpets, partitions and other elements, try to make effective use of space on the one hand, and appear well-proportioned on the other hand, without showing a sense of openness and plainness. Some more private tables can be preset appropriately, so that customers who stay for a long time can fully enjoy the comfortable atmosphere. The partition layout allows each segment of consumers to have their favorite corners and tables.

Lighting and lighting: Lighting is an important element in the decoration of the dining and tea-drinking art hall. Choosing various styles of lighting can effectively increase the pleasure of the dining and tea-drinking art hall. Lighting is an important part of the atmosphere of the canteen. You can choose lights of different colors to create a pleasant atmosphere in the canteen. At the same time, customers should retain the convenience of adjusting the lighting according to their own requirements in their own space.

Wall decorations and curtains: Adjust in time according to the season. Various fabric materials, patterns, and colors should be as harmonious as possible, showing the style of the canteen and close to the sensory enjoyment of consumers.

Table locations: The design and placement of table locations should be generally harmonious, with individual differences, to avoid giving consumers the impression of a food stall.

Placement of handicrafts: The choice of handicrafts should be close to the atmosphere and consumer preferences of the dining, tea and tea tasting hall, and highlight the taste of the dining, tea and tea tasting hall.

Tableware: clean and tidy, and should reflect the characteristics or image of the restaurant.

Background music: Mainly romantic, soft light music, with moderate loudness, in line with seasonal changes and the style of dining, tea and tea tasting.

4.3 Product, price and service positioning

Liquor

Name and price introduction

Sedin Beer 4.5 yuan/can of premium Sedin Canned beer

Tsingtao draft beer 6 yuan/cup fresh selection

Budweiser beer 8 yuan/bottle American taste

Wine (red, white) 5 yuan/ A cup of rich, aromatic, healthy drink

Fruity and refreshing ice beer 10 yuan/bottle, the first choice for refreshing in summer

Yipin Fragrant Ditty 10 yuan/bottle of fragrant liquor

< p> Gin 12 yuan/cup with harmonious aroma, mild and elegant

Jim Beam whiskey 20 yuan/cup with a long history and famous distilled liquor

Coffee and milk tea (both hot drinks) < /p>

Name and price introduction

Taro milk tea 5 yuan/cup with light purple konjac aroma

Coconut milk tea 5 yuan/cup with light sweet coconut aroma

Rose milk tea 6 yuan/cup The aroma of roses is infused into the milk tea

Lavender milk tea 6 yuan/cup of milk tea with the charming lavender fragrance

English hot milk tea 8 yuan /cup of fragrant chocolate flavor

Cappuccino (freshly ground) 10 yuan/cup classic aftertaste

Brazilian coffee (freshly ground) 10 yuan/cup bitter aftertaste

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Latte (freshly ground) 10 yuan/cup of coffee with milk, classic Italian coffee

Italian coffee (freshly ground) 10 yuan/cup with rich aroma.

Bitter and slightly sour

Freshly squeezed juice

Name price

Snow pear juice 8 yuan/cup of ice

Watermelon juice 8 yuan/ Cup of ice

Apple juice 8 yuan/cup of ice

Cucumber juice 8 yuan/cup of ice

Papaya milk juice 8 yuan/cup

< p> Iced pumpkin juice 8 yuan/cup hot

Corn juice 8 yuan/cup hot

Smoothie

Name price

Strawberry Smoothie 5 yuan

Blueberry Smoothie 5 yuan

Mint Smoothie 5 yuan

Watermelon Smoothie 5 yuan

Orange Smoothie Ice 5 yuan

Passion fruit smoothie 5 yuan

Kiwi fruit smoothie 5 yuan

Green apple smoothie 5 yuan

Cantaloupe Smoothie 5 yuan

Small plate

Name price

Cherry tomatoes 2 yuan

Hawthorn slices 2 yuan

< p> Dried plum meat 2 yuan

Pine nuts 2 yuan

Melon seeds 2 yuan

Longyan peanuts 3 yuan

Drunkard peanuts 3 yuan

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Fish skin peanuts 3 yuan

Spicy dried tofu 3 yuan

Small biscuits 4 yuan

Crispy rice crust 4 yuan

< p> Shredded squid 4 yuan

Pistachios 4 yuan

Pork jerky 5 yuan

Desserts

Name and price

< p> Nestlé wafers 1 yuan/piece, 5 yuan/6 pieces

Sandwich pastry 1 yuan/bag

Cappuccinos 2 yuan/piece

Walnut crisps 1.5 yuan/bag

Waffles 1.5 yuan/bag

Crispy waffles 2 yuan/piece, 5 yuan/3 pieces

Popcorn 4 yuan

Fruit salad 5 yuan

Phoenix roll 3 yuan/piece

Since we are a leisure bar for college students, the services we provide are based on the acceptance of college students. Mainly higher alcoholic beverages, milk tea, coffee, etc. Also comes with small plates of snacks and desserts. Supplement with smoothies and juices.

In the pricing process, it is profit-oriented. First, it is determined by the purchase price; second, it is mainly based on consumer (college students) acceptance; third, it refers to competitor prices.

Taking Xuejin canned beer as an example, its purchase price is 3.2 yuan/can. After referring to the prices of several leisure service venues, we initially set the price at 4.5 yuan/can. At the same time, in a small-scale questionnaire survey, 69% of the respondents thought the price was moderate, 18.6% thought the price was high, 3.5% thought the price was too high, and 7.9% thought the price was too high. of the respondents believed that the price was low, and 0.89% of the respondents believed that the price was too low. It can be seen from this that the price of 4.5 yuan/list is still relatively high in acceptance. Of course, the specific price will be adjusted according to the actual situation during the operation process.

The prices of other general categories of goods are also determined in the same way. The total profit margin of alcohol is about 30%. The profit margin of milk tea and coffee is about 35%, and the profit margin of snacks and desserts is about 10%.

Conclusion of leisure bar analysis

5.1 The leisure bar project is feasible

Based on the above analysis, the profit of our leisure bar project is considerable. The return on investment reached 31.11%. The safety rate of this project is as high as 23.5%, which can be said to be in the category of excellent stores. Therefore, the investment return of this project is definitely high, and the plan is highly operable.

5.2 Analysis of strategies for leisure bar development projects

l. Learn from advanced production technology and experience to develop your own specialty food.

2. Strict management, regular training of personnel, and establishment of customer service reports.

3. After entering the market, be familiar with the food market cycle, do not rest on your laurels, and actively develop and update food.

4. Establish and maintain long-term cooperative relationships with raw material suppliers to ensure the supply of raw material resources.

Initial stage (January-March)

The main products are meals targeted at the different physical health conditions of three groups on campus. The market strategy is to use active and effective marketing strategies to squeeze out Chinese meals. Market share of tea-drinking art and beverages; establish a good brand image of "green food", enhance visibility and reputation; recover initial investment and actively carry out market promotion.

Medium term (1 year)

Consolidate and expand the existing market share, further improve the operation and management system, improve the scientific management level of the enterprise; start preparing the enterprises necessary for brand expansion The construction of image recognition system, unified distinctive and advantageous dishes, unified management standards and styles, etc.

Long-term (2 years)

By then, the leisure bar operation has entered a stable and good state. As the power and influence of the company increase, the service scope can no longer satisfy potential customers. When necessary, we can expand new market space in the form of franchising and expand the scope and influence of the dining, tea and tea-making art leisure bar.

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