英语咖啡店商业计划书
英文商业计划书作文完整版
英文商业计划书作文完整版I have always been passionate about entrepreneurship, and I believe that my business plan is a reflection of that passion. My business plan is for a small coffee shop that I plan to open in the heart of the city. I have done extensive research on the coffee industry and have identified a niche market that I believe my shop can cater to. 。
英文，I have always been passionate about entrepreneurship, and I believe that my business plan is a reflection of that passion. My business plan is for a small coffee shop that I plan to open in the heart of the city. I have done extensive research on the coffee industry and have identified a niche market that I believe my shop can cater to.中文，我一直对创业充满热情，我相信我的商业计划书就是这种热情的体现。
我的商业计划书是为一家我计划在市中心开设的小型咖啡店而准备的。
我对咖啡行业进行了广泛的研究，并确定了我认为我的店可以迎合的一个利基市场。
The key to any successful business is understanding the needs and wants of the target market. In my case, I have identified that there is a growing demand for specialty coffee in my city. People are becoming more and more interested in trying different types of coffee, and they are willing to pay a premium for high-quality, ethically-sourced beans. This is where my coffee shop comes in. I plan to offer a wide variety of specialty coffee beans from around the world, and I will ensure that they are sourced from ethical and sustainable suppliers. This will not only appeal to the growing number of coffee connoisseurs in the city but also to the socially conscious consumer who wants to support businesses that are committed to ethical practices.英文，The key to any successful business is understanding the needs and wants of the target market. In my case, I have identified that there is a growing demand for specialty coffee in my city. People are becoming more and more interested in trying different types of coffee,and they are willing to pay a premium for high-quality, ethically-sourced beans. This is where my coffee shop comes in. I plan to offer a wide variety of specialty coffeebeans from around the world, and I will ensure that theyare sourced from ethical and sustainable suppliers. Thiswill not only appeal to the growing number of coffee connoisseurs in the city but also to the socially conscious consumer who wants to support businesses that are committed to ethical practices.中文，任何成功的企业的关键在于了解目标市场的需求和愿望。
咖啡厅创业计划书英文
咖啡厅创业计划书英文1. Executive SummaryThe Coffee House is a new coffee shop that aims to provide high-quality coffee and a cozy atmosphere for customers to relax and socialize. Located in a bustling neighborhood with a large number of office buildings, the Coffee House will cater to professionals, students, and local residents looking for a convenient and comfortable place to enjoy a cup of coffee.The Coffee House will offer a variety of coffee drinks, pastries, and light snacks, as well as free Wi-Fi and a warm ambiance. Our mission is to create a welcoming space where customers can enjoy a premium coffee experience and connect with friends and colleagues.The Coffee House is seeking funding to launch its first location, acquire equipment, furniture, and inventory, and cover initial operating costs. With a solid business plan and a strong team, we are confident that the Coffee House will become a popular destination for coffee lovers in the area.2. Market AnalysisThe coffee industry is a rapidly growing market, with a steady increase in demand for specialty coffee and gourmet drinks. According to the National Coffee Association, coffee consumption in the United States has steadily increased over the past decade, with a record 62% of Americans drinking coffee daily in 2020.The Coffee House will be positioned as a premium coffee shop offering top-quality coffee drinks made with locally sourced beans and served by skilled baristas. Our target market includes professionals working in nearby office buildings, students from the local university, and residents in the surrounding neighborhood.Competitor analysis shows that there are several well-established coffee shops in the area, but they lack the premium coffee and cozy atmosphere that the Coffee House will provide. By offering a unique coffee experience and focusing on customer service, the Coffee House aims to differentiate itself from the competition and attract a loyal customer base.3. Organizational StructureThe Coffee House will be owned and operated by a team of experienced entrepreneurs with a background in the food and beverage industry. The management team will consist of a General Manager, Head Barista, and Operations Manager, who will oversee day-to-day operations, customer service, and marketing.In addition to the management team, the Coffee House will employ skilled baristas, kitchen staff, and service personnel to ensure smooth operations and excellent customer service. Training programs will be provided to all staff members to maintain a high level of service and product quality.4. Products and ServicesThe Coffee House will offer a wide range of coffee drinks, including espresso, cappuccino, latte, and drip coffee, made with premium beans sourced from local roasters. In addition to coffee, we will offer a selection of teas, hot chocolate, and cold beverages, as well as pastries, muffins, and light snacks.Customers can also enjoy free Wi-Fi, comfortable seating, and a warm ambiance at the Coffee House. The decor will be cozy and inviting, with warm lighting, comfortable seating, and a modern aesthetic that appeals to our target demographic.5. Marketing StrategyThe Coffee House will implement a multi-channel marketing strategy to attract customers and build brand awareness. Key initiatives will include social media marketing, email campaigns, local advertising, and community events. We will also offer loyalty programs, discounts, and promotions to incentivize repeat business and word-of-mouth referrals.In addition, the Coffee House will partner with local businesses, universities, and organizations to host events, sponsorships, and collaborations that will increase our visibility and attract new customers. By engaging with the community and creating a strong brand presence, we aim to establish the Coffee House as a popular destination for coffee lovers in the area.6. Financial ProjectionsThe Coffee House aims to generate steady revenue and achieve profitability within the first year of operation. Initial startup costs will include equipment, furniture, inventory, marketing, and staffing. We project a total investment of $150,000, with a break-even point within the first six months of operation.Revenue projections are based on average sales per customer, daily foot traffic, and seasonal trends. With a strong customer base, repeat business, and efficient operations, we project annual revenue of $300,000 in the first year, with a net profit of $50,000.7. ConclusionThe Coffee House is a new coffee shop that aims to provide a premium coffee experience and a cozy atmosphere for customers to relax and socialize. With a strong focus on quality, customer service, and community engagement, we are confident that the Coffee House will become a popular destination for coffee lovers in the area.By implementing a comprehensive marketing strategy, offering a unique coffee experience, and delivering excellent customer service, we aim to build a loyal customer base and achieve profitability within the first year of operation. Together with our team of experienced entrepreneurs and dedicated staff, we are excited to launch the Coffee House and create a welcoming space for coffee aficionados in the neighborhood.。
Fatum_Harbor咖啡厅商业计划书(可编辑)
Fatum_Harbor咖啡厅商业计划书（可编辑）Fatum_Harbor咖啡厅商业计划书Fatum_Harbor咖啡厅商业计划书目录执行摘要 3 背景介绍 4 竞争分析 7 SWOT分析 7 市场分析 8 市场需求 8 发展趋势 9 市场战略 10 市场定位 10 市场目标 10 产品与服务 11 市场价格 14 开店地点 16 促销 17 经营模式 20 销售方法 20装修与设施 20物料供应 22招聘员工 22牌照及公用事务申请 22财务分析 23投资预算分析 23销售收入预算表 25执行摘要首先,我要告诉你的是,我们的这家店---- Fatum Harbor,卖的不仅仅是一杯咖啡那么简单。
更多的是,我们要做一间咖啡店,供朋友聚会与聊天。
让他们认为自己是生活中的水手,经常停靠在法多港,供他们躲避风雨,休憩。
项目名称:Fatum Harbor经营项目:咖啡+酒水+简餐店铺位置:非市中心 (临街)。
面积:50 m2初期资金投入:20万元收回投资时间:6个月发展计划:18个月后,在金凤万达开设第二家店。
背景介绍Fatum是Fado的词源,而Fado则是葡萄牙的国宝音乐,意为“命运之歌”,演唱者一张口就是十几年的苍桑往事,听的人无不为之悲伤,但歌曲演唱结束后,无论是演唱者本身,还是听众,都又沉浸在歌曲本身带来的愉悦情感之中,就好像是所有的不幸都过去之后要迎接幸福生活的那种甜蜜感觉。
因此,Fado是一种在悲伤中带有着浓厚的说不出口的甜蜜感觉的歌曲。
这也正暗合了咖啡本身的特点,入口时略带苦涩,但在喝完回味时,却又让人陷入无限的享受当中去。
因此,我们希望经营这样的一家咖啡店,它是一个与你与朋友一起交流感情的地方,一个孤独的人避风雨的地方,一个让更多的人了解法多的聚会的地方,一个安安静静可以进行商业活动的地方----法多港。
市场现状竞争分析SSWOT分析店面经营非常具有特色,将法多音乐与咖啡结合起来,整间咖啡店似乎都在讲述里斯本的故事。
wonderful咖啡厅商业计划书
wonderful咖啡厅商业计划书（一）商业计划书摘要1、摘要2、餐厅概述3、产品或服务4、管理团队和管理组织情况5、行业及市场竞争6、营销策略7、风险因素8、退出机制（二）餐厅概述餐厅名称 wonderful咖啡厅餐厅地址幸福路某某街餐厅电话 12345678主要经营范围咖啡类：蓝山，拿铁，摩卡，卡布其诺……(咖啡类为本店特色,均为现磨现煮的咖啡。
酒类：红酒，葡萄酒，鸡尾酒，白酒，香槟，桂花酒，白兰地，各式啤酒……奶茶：各种口味奶茶，如草莓，青苹果,巧克力,芒果……下午茶：绿茶，红花茶，人参乌龙茶,几种花草茶……甜点：各式精致甜点，如慕斯,饼干，蛋糕……还有多种口味的沙冰和冰激凌。
企业类型：服务（三）产品或者服务芝士条、面包棒 6元小饼干 6-8元提拉米苏 10元水果杯 6元维也纳黑森林蛋糕 8元蓝莓芝士蛋糕 12元促销方式：①建立会员卡制度：卡上印制会员的名字。
会员卡的优惠率如8.５折。
一方面，这可以给消费者受尊重感，另一方面，也便于服务员对于消费者的称呼。
特别是如果消费者和别人在一起，而服务员又能当众称他（她）为*先生、小姐，他们会觉得很受尊重②个性化服务：在桌上放一些宣传品，内容是关于咖啡的知识、故事等，一方面可以提升品位，烘托气氛，也增加消费者对品牌好感。
为多位一起来的消费者配备专门的讲解人员。
如果他们感兴趣，可以向他们介绍各种咖啡的名称、来历等相关知识。
也可以让其参与咖啡的制作过程（四）管理团队一、店长：1. 负责咖啡厅成败责任的经营者。
2. 对外为咖啡厅的代表人。
3. 参与营业活动的执行者。
4. 甄选、训练、激励咖啡厅人员的领导者。
5. 维持咖啡厅营运正常运作的管理者。
6. 了解顾客与竞争者动向的信息收集者。
7. 传递总部和分店之间信息的传播者。
8. 推动组织学习与知识管理的教练。
9. 解决咖啡厅危机与人员冲突的问题处理者。
10. 寻求市场机会与创新的企业家。
二、行政人事部负责人：活动：安排在校艺术设计等专业大学生来做兼职，每周五晚安排一名绘画专业的学生给客人免费画肖像；每周六晚安排钢琴、小提琴演奏；每周日晚安排业余模特走秀。
咖啡商业计划书英文
咖啡商业计划书英文Coffee Business PlanExecutive Summary:Our coffee business, named "Bean & Brew," aims to bring a unique and high-quality coffee experience to coffee enthusiasts in the local market. We will offer a wide selection of specialty coffees, including single-origin and organic options, sourced from the finest coffee regions worldwide. The business will operate as a charming coffee shop in a prime location, providing a relaxed and inviting atmosphere for customers to enjoy their coffee. Our team is composed of experienced baristas who are passionate about coffee and committed to delivering exceptional service.Objective:Our objective is to build a successful coffee business known for its exceptional coffee quality and customer service, as well as its commitment to sustainability practices and ethical sourcing. We aim to become the preferred coffee destination for local residents, office workers, and coffee lovers in the community.Market Analysis:The coffee industry in our local market has registered steady growth in recent years, with an increasing demand for specialty coffee and unique coffee experiences. Customers are seeking coffee shops that offer a higher quality product and an inviting ambiance. Additionally, there is a growing awareness of the importance of sustainable and ethically sourced coffee. These market trends present a favorable opportunity for Bean & Brew to establish itself as a premium coffee brand.Product and Services:Bean & Brew will offer a variety of coffee options carefully curated from reputable coffee farms and suppliers. Our menu will include a range of espresso-based beverages, pour-over coffees, cold brews, and alternative milk options to cater to various dietary preferences. To complement our coffee offerings, we will also provide a selection of freshly baked pastries and light snacks, sourced from local bakeries.Marketing and Sales Strategy:To attract customers, we will implement a comprehensive marketing strategy, including social media campaigns, local printed advertisements, and partnerships with nearby businesses. We will also focus on creating an engaging online presence through our website and social media channels, with regular updates on our coffee offerings, events, andpromotions. Targeting the local community will be essential, including engaging with local influencers and participating in local events.Operational Plan:Bean & Brew will be located in a central location with high foot traffic, ensuring visibility and easy accessibility for customers. Our coffee shop will be designed to provide a cozy atmosphere with comfortable seating arrangements and free Wi-Fi. We will invest in high-quality coffee brewing equipment to ensure consistency and quality in every cup we serve. Our team will undergo extensive training to develop their knowledge of coffee brewing techniques and customer service skills.Financial Projections:Based on comprehensive market research and projected sales, we anticipate steady revenue growth throughout the initial three years of operation. We have carefully analyzed expenses, including rent, labor, inventory, and marketing costs, to outline a realistic financial projection. To ensure profitability, we will consistently monitor our expenses and adjust as necessary.Conclusion:Bean & Brew aims to create a remarkable coffee experience for ourcustomers, offering exceptional coffee, a warm ambiance, and outstanding customer service. By capitalizing on market trends and maintaining a strong commitment to sustainability and ethical sourcing, we strive to become a leading coffee brand in our local community.。
咖啡营销策划方案英文
咖啡营销策划方案英文1. Introduction1.1 BackgroundThe coffee industry has witnessed significant growth in recent years, driven by the increasing consumer preference for gourmet coffee and the rise of coffee culture. However, the market is highly competitive, and to stay ahead, coffee companies need a well-crafted marketing plan that focuses on expanding market reach and driving customer engagement.1.2 ObjectiveThe objective of this marketing plan is to increase brand awareness, expand customer base, and strengthen customer loyalty for our coffee company. This will be achieved through a combination of online and offline strategies that target both existing coffee lovers and new potential customers.2. Target Market2.1 Existing Coffee LoversOur primary target market includes coffee enthusiasts who already have a preference for gourmet coffee. These customers are willing to pay a premium for a high-quality coffee experience and are the key to building brand loyalty.2.2 New Potential CustomersTo ensure the long-term growth of our company, we also need to target new potential customers. This includes young professionals, students, and individuals who have yet to develop a preference for gourmet coffee. By providing them with a unique and memorable coffee experience, we aim to convert them into loyal customers.3. Marketing Strategies3.1 Online Marketing3.1.1 Social Media CampaignsHarnessing the power of social media platforms, we will launch targeted campaigns to increase brand awareness and engagement. This will involve creating compelling content, such as coffee recipes, brewing tips, and behind-the-scenes videos, to educate and entertain the audience.3.1.2 Influencer CollaborationsPartnering with influencers who have a strong online following in the coffee and lifestyle niche can help us reach a wider audience and build credibility. They will create contentfeaturing our products, host giveaways, and promote exclusive discounts to their followers, driving traffic to our online store.3.1.3 Online Store OptimizationImproving the user experience of our online store is crucial for increasing conversions. We will focus on optimizing the website speed, enhancing product descriptions and images, and implementing an easy-to-use checkout process. In addition, we will implement online customer support to assist users with any questions or concerns they may have.3.2 Offline Marketing3.2.1 Pop-up Coffee ShopsSetting up pop-up coffee shops in high-traffic areas, such as malls, business districts, and universities, provides an excellent opportunity to introduce our coffee to new customers. Alongside serving freshly brewed coffee, we will create an inviting atmosphere with comfortable seating, relaxing music, and informative displays about our brand and coffee sourcing.3.2.2 Collaborations with Local BusinessesTeaming up with local businesses, such as bakeries, restaurants, and fitness studios, can help expand our reach and tap into their existing customer base. We will offer exclusive discounts and cross-promote our products to create a mutually beneficial partnership.3.2.3 Coffee Tasting EventsOrganizing coffee tasting events at our flagship store and selected locations allows us to provide an immersive coffee experience. We will invite coffee connoisseurs, bloggers, and media personnel to create buzz and generate media coverage. Attendees will have the opportunity to taste different coffee varieties, learn about coffee brewing techniques, and get personalized recommendations from our expert baristas.4. Customer Loyalty ProgramTo foster customer loyalty, we will implement a customer loyalty program that rewards customers for their continued support. This program will offer exclusive benefits such as free coffee upgrades, personalized offers, and early access to new coffee releases. Additionally, we will regularly communicate with our customers through email newsletters, providing them with brewing tips, new recipes, and updates about our brand.5. Evaluation and ControlTo measure the effectiveness of our marketing strategies, we will:5.1 Track online engagement metrics, including website traffic, social media followers, reach, and engagement rates.5.2 Monitor the conversion rate of website visitors to customers and track the success of online campaigns through conversion tracking tools.5.3 Conduct customer surveys and feedback forms to evaluate customer satisfaction and identify areas for improvement.5.4 Monitor sales and revenue growth, customer retention rates, and repeat purchase rates to gauge the success of our customer loyalty program.6. ConclusionBy implementing a comprehensive marketing plan that targets both existing coffee lovers and new potential customers, we aim to increase brand awareness, expand our customer base, and strengthen customer loyalty. Through a combination of online marketing strategies, offline initiatives, and a customer loyalty program, we will create a unique and memorable coffee experience that sets us apart from our competitors, ensuring the long-term success of our coffee company.。
咖啡厅创业策划书(Coffee+shop+entrepreneurship+plan)
咖啡厅创业策划书（Coffee shop entrepreneurship plan）咖啡厅创业策划书(Coffee shop entrepreneurship plan)The cafe business planning there is no one like me in time to hear some songs suddenly thought of his own past _______ if I can return to the past, I will choosenot to know you. Not I regret, is that I can not face the end without you. Part one: market survey and market analysis1. market backgroundCoffee is a fashion, and coffee is also a culture, an atmosphere and a way of life. With the popularity of coffee culture, the campus has become an important place for coffee culture. Coffee shop has become an important place for people to communicate with people and enjoy themselves. Its value lies in its high level of spiritual enjoyment to consumers. Coffee is not just a drink, but a kind of atmosphere, culture and life pursuit. The development of economy and society must be mapped to the campus. Coffee culture consumption has great potential in campus market.2. market conditionsAt present, there are many coffee shops around the University, aiming at the University market. In Wuhan University as an example, Luoshi Road, a street cafe intensive degree high, is not common in other parts of Wuhan, so now the coffee consumption market competition is very intense. Outside the coffee shop, theuniversity teachers and students as their potential customers of the considerationand action, but not a clear subdivision and positioning - they not only for college teachers and students to provide coffee. Operation of a marketorientation of university campus cafe, how to win in the fierce competition, needto consider various factors favorable and unfavorable, exert their own advantages, to create differentiated value for customers, to cut off a piece of her cake in the campus market. 3. campus coffee shopcharacteristics: colleges and universities are densely populated places, at the same time, the overall knowledge and cultural quality is relatively high, acceptedmore Western ideas and lifestyle, easy to accept new things. They have a strongdesire to pursue a higher lifestyle, a part of the higher level of consumption, more disposable income to buy non living necessities. Running a coffee shop in the campus, on the one hand, can enrich the lives of teachers and students, on the other hand,for operators, great potential, promising. The second part: PART A: marketing opportunity and threat analysis S:1. geographically closer to the audience, saving customer time cost, convenient for consumers. 2., the emotional campus cafe is easier to accept for consumers, and even some consumers instinctively reject the outside business atmosphere of the cafe. In 3. easy consumption, population concentration, easy to produce demonstration and imitation effect of consumption. The strength ofW:1. is not as good as that of the outside cafe, the management experience is weak, and the influence is weak. 2., the consumption group is single, and the consumption time is relatively concentrated, which increases the management costs and operating costs. O:1. campus market is an untouched virgin land, the consumer groups are concentrated, and the consumption potential is huge. 2., the majority of young people, once the formation of habits and consumer preferences, easy to form customer loyalty. Once T:1. succeeds, competitors are likely to follow up. 2. many coffee shops outside the campusare easy to split customers. PART B: consumer group analysis: A. group analysis of the campus market potential customers age income, consumption habits are relatively single, for targeted efficient marketing provides the possibility. According to the occupation, it can be divided into two big groups: students and teachers. Among them, the number of students in Colleges and universities is the largest, followed by teachers and staff. Most of the students are undergraduates. The students are divided into undergraduate and graduate students according to their educational background. Undergraduates are divided into three stages according to their grades: entering the nest, guarding the nest and leaving the nest. A: undergraduate: 1. into the nest: mainly freshman. First, in the school environment and the surrounding environment ofthe familiar stage, everything is very curious, there are plenty of extra time on the inside and outside of Wuhan city and even the whole diet has a strong interest. In addition because through community activities and high grade Shixiongshijie contact, gradually establish a general cognition of school environment and social environment.A large nest period although there will be no coffee consumption behavior is frequent, but is a critical period to establish a good image of the (new to the new access to services are always full of curiosity, easy to accept and First impressions are strongest is easy to set up a good first impression and can maintain long-term),in fact, a part of the pioneer into the nest period of newborn in the beginning of experience, plays a role model and guide for other people into the nest. 2. Shou nest: mainly sophomore and third grade. After a big loss and after the adaptation period, and in the school environmentmentality gradually, consumer behavior from the necessities of a university life consumption (mobile phone, electronic dictionary, clothes etc.) to experience and emotion is not the necessities of life consumption. Part of the people looking forpart-time jobs, disposable income increased, while a considerable number of nestperiod consumer groups began to love, emotion needs expression, quality coffee is a good place and way. For lovers market promising. 3. from the nest: the fourth can be included in the off nest period. Because of the pressure of employment and postgraduate entrance examination, the disposable surplus time can be reduced, andthe consumer group can take emotional marketing to create a strong sense of belonging and get the emotional identity of consumers. B: Master Doctor: This is a different from the undergraduate consumer groups, on the one hand, their higher education, have more disposable income, consumption habits tend to be rational, thinking is more mature, on the other hand, they are not professional workers, and have plenty of time to pursue a higher level of life, easy to be loyal coffee consumers. The other is MBA and other groups, this kind of group has rich social experience, but also has certain economic income, mature and stable, pursuit of life taste, coffee is a huge potentialconsumer groups. 1. young teachers teachers - consumer groups: a recent graduate school young teacher, usually single, no family, in the transformation of the roles of students and teachers. Life is stable, have a stable income, easy to accept new things, the pursuit of their own way of life. 2. other teachers: compared with young teachers, higher income, children and families, disposable income more. It'spotential coffee consumers. The other customers of consumer groups, because in order to feel Wuda atmosphere, or festivals, events(Cherry Blossom Festival, the annual meeting, visiting friends) constitute the flow of persistence of Wuda, consumer groups. B. analysis of consumption ability and consumption habits: from "elevation data" can be found in our analysis of the following information: 1. in the survey of undergraduates, monthly living expenses are mainly concentrated in between 400 to 500, accounting for %, followed by 400 and 500 to 700, accounted for % and %, the three occupied % of the total, constitute the main consumer groups, monthly living expenses of students. It can be seen that under the environment of price level in Wuhan, the disposable income of the students' consumption groups is not particularly tense, and at the same time, it is not well-off. 2. can be found in the investigation of coffee and Western-style food consumer preferences, and about 1/4 of the target consumer groups attitude is "love", about half of the population attitude "in general, no special preference", both of which occupy most of the total, not love customers accounted for only about 15%. 3. can be found in the investigation of coffee and Western-style food consumption frequency, and there are 1/4 strong target customer choice "will often go", 1/3 of customers choose occasionally go ", and" won't go without this potential customer demand "accounted for 1/4, after comparison and above us that is a part of potential consumers (about 10%) have an affection for coffee and Western-style food, but needs the consciousness in the sleeping state, through propaganda and market development, this part of the consumer is expected to become a loyal consumer of coffee and Western-style food. In the survey of 4. to coffee consumption purposes, can be found,and the dining party occupied more than half of the proportion, to talk about things accounted for about 10%, which shows the campus consumer groupsto coffee consumption because there is a demand and things to,Not for pure pursuit of spiritual enjoyment. This suggests that we should pay more attention to group consumption rather than individual consumption in consumer analysis. At the same time, apart from the main business of coffee, it is necessaryto increase some ancillary business. 5. can be found in the survey every expenditure, accept every 10 ~ 20 yuan, the amount of consumption of consumers accounted for %,less than ten yuan accounted for %, can accept 20 ~ 30 consumption groups accountedfor %, three accounted for more than 60% market share, this shows that consumer capacity the Department is still limited, that should take the mid low price our pricing strategy. 6. can be found in the investigation of the factors that affect the consumption of, taste and price are the most important influencing factors, respectively accounted for % and %, in addition to atmosphere and privacy are % and %, which implies that we should provide a popular price for potential customers to enjoy high-quality service, at the same time, to create the atmosphere (private the space and pleasant atmosphere). 7. from the consumer preference of consumption frequency grade investigation, can be found, as the grade increases, the ratio of students will often go to the consumption of the students and occasionally consumption gradually increased, on the other hand, as the grade increases, the ratio of the students love coffee and coffee consumption in general love students decreases gradually. This illustrates two points, one is the frequency of consumption of high grade students in lower grades than high frequency of consumption, two students of lower grades thanhigh grade strong coffee consumption preference. This important discovery tells usthatwe should subdivide the market, sort out the consumer's life cycle according tothe grade, take the cultivation strategy in the lower grade market, and adopt the maintenance and harvesting strategy in the higher grade market. 8. from the analysisof how many potential customers and coffee consumption of disposable income, higher income students (especially the monthly living expenses of more than 800) with astrong consumer desire for coffee (love coffee occupy seventy percent of the population), of course, their spending power is also relatively high. For this partof the market can take the segmentation strategy, focus on maintaining customer relationships, to become loyal customers. 9. in the analysis of how many potential customers and coffee consumption of disposable income in another finding: monthlyliving expenses below 400 students and more than 800 of the students agree some consumption habits of amazing, the party in many to coffee consumption purposes,rarely talk about things. While for the purpose of dining, the monthly income of more than 800 of students rarely, and below 800 groups, the proportion of meals isgenerally large. Investigation of 10. in every acceptable consumption, the disposable income of students reached a tacit understanding, each cup of coffee in the price of8 to 15 yuan, the proportion of each spending at 10 ~ 20 yuan between the maximum amount of consumption and consumer preferences above suggests that we should use the pricing strategy and flexible product strategy, to provide high quality and inexpensive service for consumers. PART C: analysis of market segmentation and positioning, segmentation: focus on college students, provide coffee for college students. It positioning analysis: leisure, food, entertainment, provides anemotional and spiritual enjoyment of the place to consumers can accept the price.Determine the appeal point:A. diet, entertainment and leisure, easy, romantic, enjoy;B. not high prices, high levels of enjoyment;C. a place for learning and communication;D. campus life group spiritual home;Analysis of the PART D: product and pricing strategy: 1. product system is of course to coffee, may also have a small amount of other beverages (such as milk, etc.) and even some food, drinks and coffee can be adjusted, one can meet the needs ofconsumers of different levels and aspects, on the other hand also can better retain these customers. Different varieties of coffee products prices vary greatly, can be dominated by low-grade, a small amount of high-grade coffee as a supplement, catering to the requirements of customers at all levels of consumption. 2. price system:should be slightly lower than off campus coffee,Because an important consumer group is the student, the economic income is limited. On the whole, the price system is mainly medium and low, supplemented by high-grade prices. On the one hand, it can enhance the image, on the other hand, it can meet the demand of consumersThe flow of Pricing: some mass consumption of coffee varieties can adopt flow pricing approach, for example a week severalcoffees have discount, can attract many people to come. The gift: for example, to carry out a series of promotional activities, couples market price concessions, small gifts etc.. The discount pricing: for example, the holiday season, friends or employees in store consumption, can give a discount. Analysis of PART E: and media: flyers and posters: a large flow of people in the places (such as the dining room door, at the door of the Library) issued a certain amount of leaflets, can also put a certain amount in the dormitory building downstairs leaflets, can post a certain amount of exquisite posters in the community and living area. The activity spread:can organize some specific activities (such as the English corner salon, dance, etc.) to attract popularity, achieve the communication effect. The website and radio advertising: the students use more school website (BBS school website) or campusradio put a certain amount of advertisements and announcements. The network promotion: in view of the college is to fairly intensive places can use word-of-mouth coffee consumers, such as recruiting more students to shift the flow of part-time waiter, network promotion through the communication radius of each person. The official communication: for official school cooperation, such as a group of reporters interview, hospital level university newspaper in detail, to do public relations,public relations communication effect is very good. We use community associations as an important organization: colleges and universities, has great influence on every college students. It's also an excellent marketing channel. We can establish friendly relationship with community and take measures to encourage mass consumption. For example, coffee shops have special areas that can be provided to communities, and informal activities in clubs can be carried out in coffee shops. The soft spread: in view of the potential customers are young, easy to accept the sensible things, can take the soft mode of transmission. For example, a wide variety of media (BBS, etc.), the mood of the story, referred to the cafe, inadvertently affect the potential customers, arouse the awareness of consumption coffee and desire to experience. Design and analysis of PART F: CI:1. visual recognition:Name: on the one hand should be and their business are closely related, on the other hand to take care of business establishments in the campus, close to campus characteristics, easy to love and acceptance for the campus community, should mean a long name style.LOGO: if possible, design LOGO for yourself and run through it all the time. For example, coffee shops, appliances, business cards, clothes, etc..Color: with yellow, red, orange and other warm tone color, supplemented by brisk cool tone. Show fashion, fashion, elegance, taste.Store layout: the appropriate use of lighting, carpets, partitions and other elements, as far as possible on the one hand the effective use of space, on the one hand appears to be patchwork, not obvious open plain feeling. May be appropriate to design some more personal table, but stay for a long time the customer fully enjoy the happy and pleased with oneself mood. Partition layout, so that each segmentation group of consumershave their favorite corner and table.Lighting and lighting: lighting is an important element of coffee shop decoration, the choice of a variety of styles of lighting can effectively increase the beauty of the cafe. Lighting is an important part of the atmosphere of the coffee shop. It can choose the different colors of the lights to make the coffee shop pleasant atmosphere. At the same time, customers should keep in their own space, according to their own requirements to adjust the convenience of lighting.Wall decoration and curtain: according to the season to adjust in time, all kindsof fabric material, pattern, color as harmonious as possible, display the style of coffee shop, close to the consumer sensory enjoyment.Table: table design and display should be overall harmony,Individual differences, to avoid the consumer stalls like that feeling.Artwork placement: the choice of Arts and crafts should be close to the atmosphere of the cafe and consumer preferences, foil the taste of the coffee shop.Tableware: clean, neat, should reflect the characteristics of the cafe or image (such as LOGO).Background music: romantic, soft light music, moderate loudness, seasonalvariation and cafe style.2. behavior recognitionEmployee behavior: should pay attention to the training of staff, so that every employee can become a spokesman for the cafe.Managers behavior: managers should promptly resolve the problems in the process of operation, in the face of customer comments and suggestions, timely response, and maintain close ties with consumer groups.3. concept recognitionThe cafe is the concept of intangible brand, should form a business in a harmonious campus and the concept of consumer groups, and through each business process, individual values, accepted and understood for consumers.Input output analysis of PART G:: input:The location and decoration: in view of the population and consumer groups, consumer groups and knowledge, location should be elegant and quiet, easy to reach, and the area should be appropriate to some, decoration should highlight the young, fashion, elegant, romantic style.The operation mode: self, can also choose the franchise mode of cooperation. Franchise chain can leverage the reputation and popularity of chain brands in teachers and students, turn the loyal customers of chain brands into their own customers, and quickly open the market. Self operation mode is flexible, low cost (no expensive franchise fee).The publicity costs: pre publicity, leaflets, posters, web advertising, publicity costs high.The operating expenses: store daily management fees; staff training costs (staff can be composed of students and professional coffee shop service personnel), the importance of staff training, can put more costs. Output: once the coffee shop starts to operate and has a certain impact, it will enter a period of steady development. College population concentration, consumption of coffee groups accounted for a large proportion of the total population, even if the frequency of consumption ofindividual consumers is limited, in general, the total amount of consumption is very impressive. The third part: implementation plan 1. market investigation and Analysis on the stage through the market survey valid, understand the feasibility of campus cafe, determine the different campus cafe and other outside the cafe, understand the school rules and policies, and then determine the next step of the plan. 2. the hardware operation phase includes location and storefront design, which is based on the previous stage. 3.: the preparation stage of staff employed include: service personnel, professional technicians, managers. Invite professional interviewers, through interviews, try out, to ensure the recruitment of qualified employees. The quality of service providers is very important and must be paid attention to. Recruitment of college students, on the one hand can provide students with practiceplatform, on the one hand is conducive to the development of coffee shop. The staff training: you can hire a professional trainer for staff training, can also be controlled using the training method. Or through comparison, learn the training experience of a successful coffee shop. The salary system and incentive: to determine a reasonable salary system, to mobilize the enthusiasm of the staff, but also conducive to the long-term development of the coffee shop. The raw material procurement system: can be used to offer purchasing method, ensure the raw material procurement to high quality, good quality, reasonable price. The cost control system: the implementation of procurement cost control, storage cost control, personnel cost control, strengthen expenditure management and control, establish a set of complete system. Implementation in the opening and operation phase. The health system belongs to the elegant Cafe eating places, health is very important, especially the college group so picky, singled out to show respect. The establishment of a complete andstrict health system is a necessary foundation for an elegant and successful coffee shop. Including beverage hygiene, tableware hygiene,Sanitation and personal hygiene in public places. Strict health system should be established before opening, and should be resolutely and effectively implemented in the business phase. 3. opening stage publicity, planning and implementation of the opening ceremony and so on. A good beginning is half done.At the 4. stage, the coffee shop enters a stable business period, focusing on customer retention and the development of new customers. On the marketing strategy of the specific operation has already been described, in this brief summary.- for various consumer groups, marketing strategy: 1. for thenest period: to cultivate market, strengthen the propaganda, early settled into the nest period students heart, establish a good image. At the same time, combined with senior propaganda, the public praise of senior students influences the cognition of the students in the nest period. On the other hand, encourage part of the "experience" consumption, play a role in guiding and demonstration, for futurefurther marketing ready. 2. for the nest period: to maintain the existing market, focusing on lovers market. Pay attention to customer relationship management and encourage team consumption. At the same time, the recruitment of employees can alsobe selected from this group. 3. for the off nest period: emotional marketing, arousethe emotional sympathy of some groups. It can reduce propaganda and adopt harvesting strategy. For those who will continue to study in our university, the fourth groupcan adopt the strategy of maintaining and expanding. 4., for graduate students and young teachers, and MBA and other groups: this group can use emotional and taste appeal, focus on maintaining and cultivating loyal customers. 5., for other teachers: can take the way to attract their children to come to consumption, for the staff and children, to carry out a series of marketing, driven by the consumption of this group.Li: the combination of pricing strategy and product system, product system shouldbe based on the consumer groups demand larger varieties. Prices are guaranteed to be medium and low, and retain a small number of high-grade products. Specific productand pricing strategy analysis.- promotion (promotion) strategy: Propaganda: large-scale, high strength, large investment. Later propaganda: payattention to the existing customer relationship management, so as to carry outword of mouth marketing. Planning and organizing regular activities, reminding consumers of consumer awareness through activities. For holidays, carry out targeted promotional strategies. Specific ways to see the media and methods of analysis above. The fourth part: the business philosophy and the philosophy of planning - consumer groups, cultural quality and life of high grade, never let her out of the cafe,should always keep the elegant style, closely follow the trend of consumer groups and consumption habits and real needs; their cafe is a coffee for high school teachersand students, to have this consciousness - forever and campus life. The customer isnot to drink coffee, is to feel a kind of atmosphere and culture, to find a feelingof belonging, should create a culture, to create such a feeling through the actualbehavior of CI design and planning a series of activities. You're not running a coffee shop, but you're running a young, high quality, loving, communicating and sharing life. Your relationship with your customers is not your boss and your customers, but your friends. This is your coffee shop. Every employee should have this kind of master consciousness, enthusiasm, initiative and affinity. Employees should be reminded of this awareness by a series of ways, so that each employee is proud of himself as the representative of the cafe.。
Marketing plan-Cafe 咖啡店营销方案(英文)
Executive SummaryColloquy Grog Shop is a unique local bar/coffee/tapas house that provides a friendly, effective place where singles can meet. Colloquy Grog Shop is not your typical bar where people go to meet other singles. Colloquy Grog Shop has a unique service called the structure conversation system that is quite effective for allowing singles to meet each other and provide them with valuable insight into the other person through reflective conversation. The structured system provide an atmosphere that lowers inhibitions and breeds confidence allowing singles to meet other singles and gain insight into their personality by way of thoughtful discourse.Meeting people is one of the largest hurdles 25-45 year old singles face. Colloquy Grog Shop provides this group with an effective solution to this problem.Situation AnalysisColloquy Grog Shop has just begun business, and marketing is essential to its success and future profitability. The bar offers a place for people to meet in a comfortable, person-meeting environment. The basic market need is place where singles can meet new similar people. Colloquy Grog Shop uses a sophisticated conversation system to enhance and facilitate singles meeting each other.Market SummaryColloquy Grog Shop possess good information about the market and knows a great deal about the common attributes of the prized and loyal customers. Colloquy Grog Shop will leverage this information to better understand who is served, their specific needs, and how the Grog Shop can better communicate with them.Market AnalysisMarket Analysis2001 2002 2003 2004 2005 Potential Customers Growth CAGR Singles 9% 210,987 229,976 250,674 273,235 297,826 9.00% Non-singles 7% 134,432 143,842 153,911 164,685 176,213 7.00% Other 0% 0 0 0 0 0 0.00% Total 8.23% 345,419 373,818 404,585 437,920 474,039 8.23%Market NeedsColloquy Grog Shop is a unique bar/coffee shop/tapas house that is organized to try tofacilitate new friendships. The Grog Shop will offer a changing menu of tapas,microbrews, and assorted coffee drinks in conjunction with a structured conversationsystem. Colloquy Grog Shop seeks to fulfill the following benefits that are importantto their customers.•Selection: a creative choice of food and drink and a well-constructed structuredconversation system.•Accessibility: the patron will gain access to the Grog Shop with minimal waits and long business hours.•Customer service: the customer is ALWAYS right.•Competitive pricing: all products will be competitively priced relative to the competition.Market TrendsThe market trend is headed toward a more sophisticated customer. The restaurant/bar patron today is more sophisticated in a number of different ways:•Food quality: the preference for higher-quality ingredients is being reinforced as customers are being subjected to an increasing number of options.•Quality conversation: patrons are recognizing intellectual conversations can be had in bar settings and would prefer this over normal bar talk.•Access to meeting people: people are tired of being single and are looking for ways to meet like-minded individuals.Market GrowthIn 1999, the global bar/restaurant market reached $24 billion dollars. Alcohol sales are estimated to grow by 9% for the next few years. This growth can be attributed to several factors. The first factor is American's reliance on alcohol forsocialization. This factor is intuitive as alcohol breaks down social inhibitions.Another factor is the trend to eat and drink outside of the home. This occurs asAmericans work longer and longer hours during the week. Eating and drinking out isa convenience that many are willing to pay for. It also provides contact with morepeople.SWOT AnalysisThe following SWOT analysis captures key strengths and weaknesses within thecompany and describes the opportunities and threats facing the Grog Shop.Strengths•Strong relationships with third party vendors.•Excellent staff who are highly trained and customer attentive.•The structured conversation system.Weaknesses•The Grog Shop's limited brand equity.•The struggle to continually have current and new conversation topics.• A limited marketing budget to develop brand awareness.Opportunities• A growing market with a significant percentage of the of the target market still unaware of the Grog Shop.•Increasing sales opportunities as people become familiar with the advantages of the structured conversation system.•The ability to lower variable costs through efficiency gains.Threats•Competition from taverns.•Competition from other sources of singles meeting events.• A slump in the economy which will decrease discretionary spending.CompetitionThe competition comes from several different sources.BarsThere are many different types of bars or taverns. Some are better than others formeeting people, however, none of them have the business mission to bring together singles.Coffee ShopsCoffee shops are typically an easy-going social setting that does lend itself for people to meet others. Conversations occur in part because of the historical underpinning of coffee houses, in part by virtue of the fact that the background music is not blaring. Coffee shops rarely have any type of organized activities to bring singles together. Other Events/Activities Aimed at Bringing Together Singles.One activity/phenomenon that has started in New York City and moved to a few other larger cities (not including Portland) is an activity that has a long rectangular table that always has one seat opposing the other. People sit down with females on one side and males on the other (this seating arrangement is for heterosexual gatherings) and will have a limited number of minutes (usually 10) to chat. Typically, conversations can be about anything, however you are not to reveal the job/profession that you are involved in, beyond that, anything is fair game. The table rotates and you end up speaking with a lot of different people. You then create a list of the top five that you would like to speak with again and if the matching person also has you on their list, phone numbers are released to the two people. Another activity might be some sort of outdoor activity like hiking or rafting and it is organized as a singles event. There are also other type of singles events, too numerous to mention. Lastly, there are resources like personal sections in local papers where people can post or respond to personal advertisements.Every person has their own method of meeting people, some more useful than others. Colloquy Grog Shop predicts singles will abandon, or at least supplement, their current method of meeting people with the Grog Shop's activities as they are thoughtfully designed to achieve the goal of introducing like-minded individuals.Product OfferingColloquy Grog Shop sells the following:Eight Microbrews on Draft and BottledAlcohol, specifically beer, is served for two reasons. One, alcohol reduces inhibition, making it easier for people to meet and interact with new people. Two, and more importantly, beer, particularly draft beer generates wonderful profits. Microbeers are chosen because microbrews are of higher quality than large production beers and our target segment prefers higher-quality beer.Espresso, Cappuccino, Coffee, and other Coffee/Espresso drinks. Coffee and coffee-related drinks are hugely popular, particularly in the PacificNorthwest. Northwesterners expect good coffee/espresso at most food/drink establishments and it is often associated with good conversation.An Assortment of TapasTapas are chosen because they can be relatively easy to make, the offerings can be changed frequently, and tapas are more community orientated, meaning they are designed for a table/multiple people to share. This reinforces Colloquy Grog Shop mission of bringing new people together.The service offerings are based on a system for singles to meet new people. This is accomplished through a structured conversation system. The Grog Shop is divided into two sections, one smaller section of tables that is for people meeting people that they already know. The other, larger section is the section of tables for singles to come and meet new people. This section is composed of 4-top tables (table seating for four) where a customer will come and sit down at the table among other people. The table will be marked with a topic of conversation in thecenter. Throughout the evening as there is turnover of the table or the conversation is exhausted, the server will introduce a new topic. The topics of conversation are far reaching, some are recent news or sports, while others are intellectual, and some are philosophical. The bulk of the topics will be of the latter varieties as people that are interested in meeting people through the conduit of conversation will typically prefer heavier stuff to provide more insight into that person.If you ask a majority of single 25-45 year olds, most will say they have difficulty meeting new people. Regular bars are not an ideal place to meet people because beyond their visual image, it is quite difficult to learn anything material about the person to determine if there are some commonalities. The typical bar has loud music and is not geared up for serious conversation. Bars are also less than ideal to meet people because of the uncertainty or ambiguity when meeting new people at abar. Many people feel uncomfortable in situations where they are not sure how to act. The ideal situation to meet someone is during an activity that is mutually enjoyed, whether it is at an art museum or mountain biking in the Cascade Range.Colloquy Grog Shop creates a setting in a bar/coffee shop that encourages thoughtful conversation, allowing patrons to gain insight into the other singles. The key to the conversation system is structure. The rules are clearly established. Singles sit down at specific tables and discuss the assigned topic of conversation. Everyone at these tables are single and looking to meet new people. The conversation is used to elicit insight into the other person, their values and perspectives as well as implicit and sometimes explicit insight to their background and past.The structured conversation system is successful because it reduces ambiguity or uncertainty in the singles social scene allowing people to feel more comfortable in the setting and open up more to new people. Additionally, for intellectually mindedpeople, it allows them to find people with similar interests, whether the similarity is based in the topic of conversation or more generally in conversation itself.Keys to Success•Attracting customers who find value in the Grog Shops offering and who will frequent the Shop regularly in order to meet like-minded single people.•Excellent customer service.•Maintaining a cost of goods on foods at below 50%.Critical IssuesThe Grog Shop is still in the speculative stage as a retail operation. Its critical issues are: to continue to take a moderate fiscal approach to business operations and to build brand awareness which will drive customers to the Grog Shop.Marketing StrategyColloquy Grog Shop's strategy will be based on communicating Grog Shop's value to the targeted segments. This will be done through a variety of methods. The first method will be strategically placed advertisements. One place that will be used for advertisements is the Willamette Weekly, the liberal arts magazine that details all of the entertainment in Portland. This will be the main source of advertisements because the demographics of their readership are fairly similar to Colloquy Grog Shop'sdemographics.Another source of marketing will be done with strategic relationships with companies that have similar customer demographics. One prime example is the Multnomah Athletic Club. While the club's patrons are not necessarily overwhelmingly single, the rest of the demographics match up. The MAC is a fairly exclusive downtown athletic club that by virtue of the membership costs, attracts professionals. Thestrategic relationship with be mutually beneficial where both organizations willdevelop visibility for each other.The other form of advertising will be using "grassroots" methods where customers will be given coupons for their friends to try Colloquy Grog Shop for the firsttime. The coupon will be an economic incentive for the newcomer to try Colloquy Grog Shop. The coupon also has the added force of a referral from a friend.MissionColloquy Grog Shop's mission is to provide a neighborhood bar/coffee shop where single people can meet. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed theexpectations of our customers.Marketing Objectives•Develop brand awareness through a steady, month to month increase of new customers.•Develop an increase in sales while achieving a status quo state or decrease in marketing expenses.•Develop awareness of the structured conversation system measured by customers coming to the Grog Shop solely for meeting people.Financial Objectives• A double digit growth rate for each future year.•Reduce the variable costs through efficiency gains.•Reach profitability within the first year.Target MarketsColloquy Grog Shop's customers can be broken down into two groups, singles, and non-singles. The non-singles groups are smaller than the singles groups by virtue of the fact that if you are meeting someone whom you already know, the two of you can come up with the topic of conversation yourself, therefore, Grog Shop offers this group less value. The demographics for the non-singles is similar to the singles, to be listed below. The larger group then is the singles. The demographics of the singles are:•Single: self evident.•Professional: this characteristic is intuitive since the underlying element of Colloquy Grog Shop is thoughtful conversation, and most professionals appreciate thought-provoking conversation.•Income over $40,000: this to a large degree is correlated to the fact that they are professional.•Age 25-45: the largest group of singles looking for companions.PositioningThe Colloquy Grog Shop will position itself as a reasonably priced tapas/bar/coffee house that has an innovative, effective system for allowing single to meet each other.The Colloquy Grog Shop's positioning will leverage their competitive edge:• A unique approach to getting singles together called the structured conversation system. This system was detailed in the Product and Services section, please refer to that section formore information.•This system is a competitive edge because most bars/taverns do not have a niche that they are concentrating on. While every bar or coffee shop has a certain "flavor" and that is why someone will choose one bar or another, the flavor is only surface deep. The business model of the establishment is to sell alcohol and provide a social setting. Beyond these two values, there is little other genuine value that the establishments try to provide.•Colloquy Grog Shop is distinguished by the fact that their business model concentrates on developing value for customers beyond serving drinks. The Grog Shop develops an effective, albeit inherently structured, social setting that encourages meeting like-mindedindividuals. Providing the drinks is the source of income, an ancillary part of the business model. Generating value for the customers is the main focus, if the customers are happy then the revenue will follow (assuming of course that proper marketing and financial controls are employed). Concentrating on the client's needs beyond serving alcohol is the distinguishing characteristic that will allow Colloquy Grog Shop to rapidly gain market share.StrategiesThe single objective is to position the Colloquy Grog Shop as the premier place for young professional singles to meet like-minded individuals. The marketing strategy will seek to first create customer awareness regarding their services offered, develop that customer base, and work toward building customer loyalty and referrals.The message Colloquy Grog Shop will seek to communicate is that The Grog Shop is THE place to meet intelligent singles. This message will be communicated through a variety of methods. The first method will be advertisements. The bulk of theadvertisements will be in the Willamette Weekly, a weekly entertainment guide in Portland that has impressive readership numbers for the desired target population.Another method will be through establishing strategic relationships with companies that have similar demographics such as the Multnomah Athletic Club. Establishing a mutually beneficial relationship will allow both organizations to develop visibility for each other.The other form of advertising will be using "grassroots" methods where customers will be given coupons for their friends to try Colloquy Grog Shop for the firsttime. The coupon will be an economic incentive for the newcomer to try Colloquy Grog Shop. The coupon also has the added force of a referral from a friend.Marketing MixColloquy Grog Shop's marketing mix is comprised of these following approaches to pricing, distribution, advertising and promotion, and customer service.•Pricing: the pricing scheme is based on standard industry practices. •Distribution: all services and products will be distributed from Colloquy Grog Shop's retail space.•Advertising and promotion: the most successful advertising will be with Willamette Weekly. Additionally, strategic relationships will be developed with companies such as Multnomah Athletic Club as well as use of a grassroots promotion system. •Customer service: obsessive customer attention is the mantra. The Grog Shop's philosophy is to do whatever needs to be done to impress the customer. While this could reduce short-term profits, it will strengthen long-term profitability.Marketing ResearchDuring the initial phases of the marketing plan development, several focus groups were held to gain insight into a variety of likely customers. These focus groupsprovided useful insight into the decision making process of these consumers.An additional source of dynamic market research is a feedback system based on a suggestion card system. The suggestion card has several statements that patrons are asked to rate in terms of a given scale. There are also several open ended questions that allow the customer to freely offer constructive criticism or praise. The Grog Shop will work hard to implement reasonable suggestions in order to improve their service offerings as well as show their committment to the customer that theirsuggestions are valued.The last source of market research will be competitive analysis. This will be done byregularly visiting competitors and analyzing their service offerings.FinancialsThis section will offer a financial overview of the Grog Shop as it relates to themarketing activities. The section will address break-even analysis, sales forecasts,expenses forecasts, and how those link to the marketing strategy.Break-even AnalysisThe Break-even Analysis indicates that $30,237 will be needed in monthly revenue toreach the break-even point.Break-even AnalysisBreak-even AnalysisMonthly Revenue Break-even $20,299 Assumptions:Average Percent Variable Cost 32% Estimated Monthly Fixed Cost $19,654Sales ForecastThe first two months will be used to set up the physical location, hirepersonnel, establish vendor relationships and obtain an alcohol license. The thirdmonth will be the grand opening. Business during the second month will beunderstandably slow as a steady customer base takes time to build. By month four itis forecasted that sales will steadily grow.Sales ForecastSales Forecast2001 2002 2003 SalesDrinks $105,921 $271,254 $296,874 Food $69,908 $179,028 $195,937 Total Sales $175,829 $450,282 $492,811Direct Cost of Sales 2001 2002 2003 Drinks $26,480 $67,814 $74,219 Food $29,361 $75,192 $82,293 Subtotal Direct Cost of Sales $55,842 $143,005 $156,512Expense ForecastMarketing expenses are budgeted to remain fairly steady throughout the year. Therewill be an initial ramp up of spending to generate visibility. After this ramp upadvertising will be fairly consistent month to month.Marketing Expense BudgetMarketing Expense Budget2001 2002 2003 Advertising $4,800 $2,400 $2,400 Strategic relationships $2,000 $1,200 $1,200Other $2,400 $1,200 $1,200------------ ------------ ------------ Total Sales and Marketing Expenses $9,200 $4,800 $4,800 Percent of Sales 5.23% 1.07% 0.97%ControlsThe purpose of The Grog Shop's marketing plan is to serve as a guide for theorganization.ImplementationThe following milestones identify key marketing programs. It is important toaccomplish each one on time and on budget.MilestonesMilestonesAdvertising Start Date End Date Budget Manager Department Marketing plan completion 1/1/2001 2/1/2001 $0 Karen Department Advertising 1/1/2001 1/1/2004 $9,600 Karen Department Strategic relationships 1/1/2001 1/1/2004 $4,400 Karen Department Grassroots promotion 1/1/2001 1/1/2004 $4,800 Karen Department Name me 1/1/2003 1/15/2003 $0 ABC Department Name me 1/1/2003 1/15/2003 $0 ABC Department Name me 1/1/2003 1/15/2003 $0 ABC DepartmentName me 1/1/2003 1/15/2003 $0 ABC Department Name me 1/1/2003 1/15/2003 $0 ABC Department Other 1/1/2003 1/15/2003 $0 ABC Department Total Advertising Budget $18,800PR Start Date End Date Budget Manager Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Other 1/1/2006 1/15/2006 $0 ABC Department Total PR Budget $0Direct Marketing Start Date End Date Budget Manager Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Other 1/1/2006 1/15/2006 $0 ABC Department Total Direct Marketing Budget $0Web Development Start Date End Date Budget Manager Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Other 1/1/2006 1/15/2006 $0 ABC Department Total Web Development Budget $0Other Start Date End Date Budget Manager Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Other 1/1/2006 1/15/2006 $0 ABC Department Total Other Budget $0Totals $18,800Contingency PlanningDifficulties and risks:•Problems generating visibility and awareness of the Grog Shop.•An entry into Portland of the "conversation roundtables" or other single meeting events.•Lower than forecasted consumption of alcohol.Worst case risks may include:•Determining that the business cannot support itself on an ongoing basis.•Having to liquidate equipment to cover liabilities.Sales ForecastContribution Margin。
英文商业计划书范文
英文商业计划书范文Business Plan: A Business Plan for a Coffee Shop1. Executive SummaryThe objective of this business plan is to outline the strategy and financial projections for the establishment of a coffee shop, named "Coffee Bliss." The main goal of Coffee Bliss is to provide a cozy and inviting environment for customers to enjoy a high-quality coffee experience.2. Company OverviewCoffee Bliss will be located in a prime commercial area with high foot traffic. The coffee shop will offer a variety of specialty coffees, teas, pastries, and light snacks. The targeted customer base is young professionals and students seeking a relaxing atmosphere to socialize and work.3. Market AnalysisThe coffee shop industry is a growing market, with an increasing demand for high-quality coffee and unique experiences. Coffee Bliss aims to capitalize on this trend by providing exceptional coffee sourced from reputable suppliers and offering a welcoming ambiance.4. Competitive AnalysisCoffee Bliss will differentiate itself from competitors by focusing on customer service and quality. Our trained staff will provide personalized recommendations and ensure each cup of coffee is brewed to perfection. Additionally, the shop's interior design will create a cozy and aesthetically pleasing atmosphere, setting usapart from other coffee shops.5. Marketing and Sales StrategyTo attract customers, Coffee Bliss will implement various marketing strategies, including social media advertising, promotions, and collaborations with local businesses. The shopwill also offer loyalty programs and special discounts to encourage repeat customers. Furthermore, Coffee Bliss will organize monthly events such as coffee tasting workshops and live music performances to create a sense of community and attract new customers.6. Operational PlanCoffee Bliss will be a team-focused operation, with dedicated roles for different tasks such as brewing, food preparation, and customer service. The shop will source the finest coffee beans from reputable suppliers and train the staff in proper coffee preparation techniques. Additionally, we will maintain a clean and inviting atmosphere by implementing a regular cleaning schedule.7. Financial ProjectionsBased on market analysis and revenue forecasts, Coffee Bliss expects to generate steady growth in sales. It anticipates an initial investment of $150,000 and aims to achieve breakeven within the first 12 months of operation. The projected revenue for the first year is $300,000, with a 10% increase in subsequent years.8. ConclusionCoffee Bliss is positioned to become a prominent coffee shop in the area by offering high-quality coffee, excellent customer service,and a cozy ambiance. With an efficient marketing campaign and a strategic operational plan, the coffee shop aims to generate steady revenue and create a loyal customer base.。
Marketing plan-Cafe 咖啡店营销方案(英文)
Executive SummaryColloquy Grog Shop is a unique local bar/coffee/tapas house that provides a friendly, effective place where singles can meet. Colloquy Grog Shop is not your typical bar where people go to meet other singles. Colloquy Grog Shop has a unique service called the structure conversation system that is quite effective for allowing singles to meet each other and provide them with valuable insight into the other person through reflective conversation. The structured system provide an atmosphere that lowers inhibitions and breeds confidence allowing singles to meet other singles and gain insight into their personality by way of thoughtful discourse.Meeting people is one of the largest hurdles 25-45 year old singles face. Colloquy Grog Shop provides this group with an effective solution to this problem.Situation AnalysisColloquy Grog Shop has just begun business, and marketing is essential to its success and future profitability. The bar offers a place for people to meet in a comfortable, person-meeting environment. The basic market need is place where singles can meet new similar people. Colloquy Grog Shop uses a sophisticated conversation system to enhance and facilitate singles meeting each other.Market SummaryColloquy Grog Shop possess good information about the market and knows a great deal about the common attributes of the prized and loyal customers. Colloquy Grog Shop will leverage this information to better understand who is served, their specific needs, and how the Grog Shop can better communicate with them.Market AnalysisMarket Analysis2001 2002 2003 2004 2005 Potential Customers Growth CAGR Singles 9% 210,987 229,976 250,674 273,235 297,826 9.00% Non-singles 7% 134,432 143,842 153,911 164,685 176,213 7.00% Other 0% 0 0 0 0 0 0.00% Total 8.23% 345,419 373,818 404,585 437,920 474,039 8.23%Market NeedsColloquy Grog Shop is a unique bar/coffee shop/tapas house that is organized to try tofacilitate new friendships. The Grog Shop will offer a changing menu of tapas,microbrews, and assorted coffee drinks in conjunction with a structured conversationsystem. Colloquy Grog Shop seeks to fulfill the following benefits that are importantto their customers.•Selection: a creative choice of food and drink and a well-constructed structuredconversation system.•Accessibility: the patron will gain access to the Grog Shop with minimal waits and long business hours.•Customer service: the customer is ALWAYS right.•Competitive pricing: all products will be competitively priced relative to the competition.Market TrendsThe market trend is headed toward a more sophisticated customer. The restaurant/bar patron today is more sophisticated in a number of different ways:•Food quality: the preference for higher-quality ingredients is being reinforced as customers are being subjected to an increasing number of options.•Quality conversation: patrons are recognizing intellectual conversations can be had in bar settings and would prefer this over normal bar talk.•Access to meeting people: people are tired of being single and are looking for ways to meet like-minded individuals.Market GrowthIn 1999, the global bar/restaurant market reached $24 billion dollars. Alcohol sales are estimated to grow by 9% for the next few years. This growth can be attributed to several factors. The first factor is American's reliance on alcohol forsocialization. This factor is intuitive as alcohol breaks down social inhibitions.Another factor is the trend to eat and drink outside of the home. This occurs asAmericans work longer and longer hours during the week. Eating and drinking out isa convenience that many are willing to pay for. It also provides contact with morepeople.SWOT AnalysisThe following SWOT analysis captures key strengths and weaknesses within thecompany and describes the opportunities and threats facing the Grog Shop.Strengths•Strong relationships with third party vendors.•Excellent staff who are highly trained and customer attentive.•The structured conversation system.Weaknesses•The Grog Shop's limited brand equity.•The struggle to continually have current and new conversation topics.• A limited marketing budget to develop brand awareness.Opportunities• A growing market with a significant percentage of the of the target market still unaware of the Grog Shop.•Increasing sales opportunities as people become familiar with the advantages of the structured conversation system.•The ability to lower variable costs through efficiency gains.Threats•Competition from taverns.•Competition from other sources of singles meeting events.• A slump in the economy which will decrease discretionary spending.CompetitionThe competition comes from several different sources.BarsThere are many different types of bars or taverns. Some are better than others formeeting people, however, none of them have the business mission to bring together singles.Coffee ShopsCoffee shops are typically an easy-going social setting that does lend itself for people to meet others. Conversations occur in part because of the historical underpinning of coffee houses, in part by virtue of the fact that the background music is not blaring. Coffee shops rarely have any type of organized activities to bring singles together. Other Events/Activities Aimed at Bringing Together Singles.One activity/phenomenon that has started in New York City and moved to a few other larger cities (not including Portland) is an activity that has a long rectangular table that always has one seat opposing the other. People sit down with females on one side and males on the other (this seating arrangement is for heterosexual gatherings) and will have a limited number of minutes (usually 10) to chat. Typically, conversations can be about anything, however you are not to reveal the job/profession that you are involved in, beyond that, anything is fair game. The table rotates and you end up speaking with a lot of different people. You then create a list of the top five that you would like to speak with again and if the matching person also has you on their list, phone numbers are released to the two people. Another activity might be some sort of outdoor activity like hiking or rafting and it is organized as a singles event. There are also other type of singles events, too numerous to mention. Lastly, there are resources like personal sections in local papers where people can post or respond to personal advertisements.Every person has their own method of meeting people, some more useful than others. Colloquy Grog Shop predicts singles will abandon, or at least supplement, their current method of meeting people with the Grog Shop's activities as they are thoughtfully designed to achieve the goal of introducing like-minded individuals.Product OfferingColloquy Grog Shop sells the following:Eight Microbrews on Draft and BottledAlcohol, specifically beer, is served for two reasons. One, alcohol reduces inhibition, making it easier for people to meet and interact with new people. Two, and more importantly, beer, particularly draft beer generates wonderful profits. Microbeers are chosen because microbrews are of higher quality than large production beers and our target segment prefers higher-quality beer.Espresso, Cappuccino, Coffee, and other Coffee/Espresso drinks. Coffee and coffee-related drinks are hugely popular, particularly in the PacificNorthwest. Northwesterners expect good coffee/espresso at most food/drink establishments and it is often associated with good conversation.An Assortment of TapasTapas are chosen because they can be relatively easy to make, the offerings can be changed frequently, and tapas are more community orientated, meaning they are designed for a table/multiple people to share. This reinforces Colloquy Grog Shop mission of bringing new people together.The service offerings are based on a system for singles to meet new people. This is accomplished through a structured conversation system. The Grog Shop is divided into two sections, one smaller section of tables that is for people meeting people that they already know. The other, larger section is the section of tables for singles to come and meet new people. This section is composed of 4-top tables (table seating for four) where a customer will come and sit down at the table among other people. The table will be marked with a topic of conversation in thecenter. Throughout the evening as there is turnover of the table or the conversation is exhausted, the server will introduce a new topic. The topics of conversation are far reaching, some are recent news or sports, while others are intellectual, and some are philosophical. The bulk of the topics will be of the latter varieties as people that are interested in meeting people through the conduit of conversation will typically prefer heavier stuff to provide more insight into that person.If you ask a majority of single 25-45 year olds, most will say they have difficulty meeting new people. Regular bars are not an ideal place to meet people because beyond their visual image, it is quite difficult to learn anything material about the person to determine if there are some commonalities. The typical bar has loud music and is not geared up for serious conversation. Bars are also less than ideal to meet people because of the uncertainty or ambiguity when meeting new people at abar. Many people feel uncomfortable in situations where they are not sure how to act. The ideal situation to meet someone is during an activity that is mutually enjoyed, whether it is at an art museum or mountain biking in the Cascade Range.Colloquy Grog Shop creates a setting in a bar/coffee shop that encourages thoughtful conversation, allowing patrons to gain insight into the other singles. The key to the conversation system is structure. The rules are clearly established. Singles sit down at specific tables and discuss the assigned topic of conversation. Everyone at these tables are single and looking to meet new people. The conversation is used to elicit insight into the other person, their values and perspectives as well as implicit and sometimes explicit insight to their background and past.The structured conversation system is successful because it reduces ambiguity or uncertainty in the singles social scene allowing people to feel more comfortable in the setting and open up more to new people. Additionally, for intellectually mindedpeople, it allows them to find people with similar interests, whether the similarity is based in the topic of conversation or more generally in conversation itself.Keys to Success•Attracting customers who find value in the Grog Shops offering and who will frequent the Shop regularly in order to meet like-minded single people.•Excellent customer service.•Maintaining a cost of goods on foods at below 50%.Critical IssuesThe Grog Shop is still in the speculative stage as a retail operation. Its critical issues are: to continue to take a moderate fiscal approach to business operations and to build brand awareness which will drive customers to the Grog Shop.Marketing StrategyColloquy Grog Shop's strategy will be based on communicating Grog Shop's value to the targeted segments. This will be done through a variety of methods. The first method will be strategically placed advertisements. One place that will be used for advertisements is the Willamette Weekly, the liberal arts magazine that details all of the entertainment in Portland. This will be the main source of advertisements because the demographics of their readership are fairly similar to Colloquy Grog Shop'sdemographics.Another source of marketing will be done with strategic relationships with companies that have similar customer demographics. One prime example is the Multnomah Athletic Club. While the club's patrons are not necessarily overwhelmingly single, the rest of the demographics match up. The MAC is a fairly exclusive downtown athletic club that by virtue of the membership costs, attracts professionals. Thestrategic relationship with be mutually beneficial where both organizations willdevelop visibility for each other.The other form of advertising will be using "grassroots" methods where customers will be given coupons for their friends to try Colloquy Grog Shop for the firsttime. The coupon will be an economic incentive for the newcomer to try Colloquy Grog Shop. The coupon also has the added force of a referral from a friend.MissionColloquy Grog Shop's mission is to provide a neighborhood bar/coffee shop where single people can meet. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed theexpectations of our customers.Marketing Objectives•Develop brand awareness through a steady, month to month increase of new customers.•Develop an increase in sales while achieving a status quo state or decrease in marketing expenses.•Develop awareness of the structured conversation system measured by customers coming to the Grog Shop solely for meeting people.Financial Objectives• A double digit growth rate for each future year.•Reduce the variable costs through efficiency gains.•Reach profitability within the first year.Target MarketsColloquy Grog Shop's customers can be broken down into two groups, singles, and non-singles. The non-singles groups are smaller than the singles groups by virtue of the fact that if you are meeting someone whom you already know, the two of you can come up with the topic of conversation yourself, therefore, Grog Shop offers this group less value. The demographics for the non-singles is similar to the singles, to be listed below. The larger group then is the singles. The demographics of the singles are:•Single: self evident.•Professional: this characteristic is intuitive since the underlying element of Colloquy Grog Shop is thoughtful conversation, and most professionals appreciate thought-provoking conversation.•Income over $40,000: this to a large degree is correlated to the fact that they are professional.•Age 25-45: the largest group of singles looking for companions.PositioningThe Colloquy Grog Shop will position itself as a reasonably priced tapas/bar/coffee house that has an innovative, effective system for allowing single to meet each other.The Colloquy Grog Shop's positioning will leverage their competitive edge:• A unique approach to getting singles together called the structured conversation system. This system was detailed in the Product and Services section, please refer to that section formore information.•This system is a competitive edge because most bars/taverns do not have a niche that they are concentrating on. While every bar or coffee shop has a certain "flavor" and that is why someone will choose one bar or another, the flavor is only surface deep. The business model of the establishment is to sell alcohol and provide a social setting. Beyond these two values, there is little other genuine value that the establishments try to provide.•Colloquy Grog Shop is distinguished by the fact that their business model concentrates on developing value for customers beyond serving drinks. The Grog Shop develops an effective, albeit inherently structured, social setting that encourages meeting like-mindedindividuals. Providing the drinks is the source of income, an ancillary part of the business model. Generating value for the customers is the main focus, if the customers are happy then the revenue will follow (assuming of course that proper marketing and financial controls are employed). Concentrating on the client's needs beyond serving alcohol is the distinguishing characteristic that will allow Colloquy Grog Shop to rapidly gain market share.StrategiesThe single objective is to position the Colloquy Grog Shop as the premier place for young professional singles to meet like-minded individuals. The marketing strategy will seek to first create customer awareness regarding their services offered, develop that customer base, and work toward building customer loyalty and referrals.The message Colloquy Grog Shop will seek to communicate is that The Grog Shop is THE place to meet intelligent singles. This message will be communicated through a variety of methods. The first method will be advertisements. The bulk of theadvertisements will be in the Willamette Weekly, a weekly entertainment guide in Portland that has impressive readership numbers for the desired target population.Another method will be through establishing strategic relationships with companies that have similar demographics such as the Multnomah Athletic Club. Establishing a mutually beneficial relationship will allow both organizations to develop visibility for each other.The other form of advertising will be using "grassroots" methods where customers will be given coupons for their friends to try Colloquy Grog Shop for the firsttime. The coupon will be an economic incentive for the newcomer to try Colloquy Grog Shop. The coupon also has the added force of a referral from a friend.Marketing MixColloquy Grog Shop's marketing mix is comprised of these following approaches to pricing, distribution, advertising and promotion, and customer service.•Pricing: the pricing scheme is based on standard industry practices. •Distribution: all services and products will be distributed from Colloquy Grog Shop's retail space.•Advertising and promotion: the most successful advertising will be with Willamette Weekly. Additionally, strategic relationships will be developed with companies such as Multnomah Athletic Club as well as use of a grassroots promotion system. •Customer service: obsessive customer attention is the mantra. The Grog Shop's philosophy is to do whatever needs to be done to impress the customer. While this could reduce short-term profits, it will strengthen long-term profitability.Marketing ResearchDuring the initial phases of the marketing plan development, several focus groups were held to gain insight into a variety of likely customers. These focus groupsprovided useful insight into the decision making process of these consumers.An additional source of dynamic market research is a feedback system based on a suggestion card system. The suggestion card has several statements that patrons are asked to rate in terms of a given scale. There are also several open ended questions that allow the customer to freely offer constructive criticism or praise. The Grog Shop will work hard to implement reasonable suggestions in order to improve their service offerings as well as show their committment to the customer that theirsuggestions are valued.The last source of market research will be competitive analysis. This will be done byregularly visiting competitors and analyzing their service offerings.FinancialsThis section will offer a financial overview of the Grog Shop as it relates to themarketing activities. The section will address break-even analysis, sales forecasts,expenses forecasts, and how those link to the marketing strategy.Break-even AnalysisThe Break-even Analysis indicates that $30,237 will be needed in monthly revenue toreach the break-even point.Break-even AnalysisBreak-even AnalysisMonthly Revenue Break-even $20,299 Assumptions:Average Percent Variable Cost 32% Estimated Monthly Fixed Cost $19,654Sales ForecastThe first two months will be used to set up the physical location, hirepersonnel, establish vendor relationships and obtain an alcohol license. The thirdmonth will be the grand opening. Business during the second month will beunderstandably slow as a steady customer base takes time to build. By month four itis forecasted that sales will steadily grow.Sales ForecastSales Forecast2001 2002 2003 SalesDrinks $105,921 $271,254 $296,874 Food $69,908 $179,028 $195,937 Total Sales $175,829 $450,282 $492,811Direct Cost of Sales 2001 2002 2003 Drinks $26,480 $67,814 $74,219 Food $29,361 $75,192 $82,293 Subtotal Direct Cost of Sales $55,842 $143,005 $156,512Expense ForecastMarketing expenses are budgeted to remain fairly steady throughout the year. Therewill be an initial ramp up of spending to generate visibility. After this ramp upadvertising will be fairly consistent month to month.Marketing Expense BudgetMarketing Expense Budget2001 2002 2003 Advertising $4,800 $2,400 $2,400 Strategic relationships $2,000 $1,200 $1,200Other $2,400 $1,200 $1,200------------ ------------ ------------ Total Sales and Marketing Expenses $9,200 $4,800 $4,800 Percent of Sales 5.23% 1.07% 0.97%ControlsThe purpose of The Grog Shop's marketing plan is to serve as a guide for theorganization.ImplementationThe following milestones identify key marketing programs. It is important toaccomplish each one on time and on budget.MilestonesMilestonesAdvertising Start Date End Date Budget Manager Department Marketing plan completion 1/1/2001 2/1/2001 $0 Karen Department Advertising 1/1/2001 1/1/2004 $9,600 Karen Department Strategic relationships 1/1/2001 1/1/2004 $4,400 Karen Department Grassroots promotion 1/1/2001 1/1/2004 $4,800 Karen Department Name me 1/1/2003 1/15/2003 $0 ABC Department Name me 1/1/2003 1/15/2003 $0 ABC Department Name me 1/1/2003 1/15/2003 $0 ABC DepartmentName me 1/1/2003 1/15/2003 $0 ABC Department Name me 1/1/2003 1/15/2003 $0 ABC Department Other 1/1/2003 1/15/2003 $0 ABC Department Total Advertising Budget $18,800PR Start Date End Date Budget Manager Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Other 1/1/2006 1/15/2006 $0 ABC Department Total PR Budget $0Direct Marketing Start Date End Date Budget Manager Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Other 1/1/2006 1/15/2006 $0 ABC Department Total Direct Marketing Budget $0Web Development Start Date End Date Budget Manager Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Other 1/1/2006 1/15/2006 $0 ABC Department Total Web Development Budget $0Other Start Date End Date Budget Manager Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Name me 1/1/2006 1/15/2006 $0 ABC Department Other 1/1/2006 1/15/2006 $0 ABC Department Total Other Budget $0Totals $18,800Contingency PlanningDifficulties and risks:•Problems generating visibility and awareness of the Grog Shop.•An entry into Portland of the "conversation roundtables" or other single meeting events.•Lower than forecasted consumption of alcohol.Worst case risks may include:•Determining that the business cannot support itself on an ongoing basis.•Having to liquidate equipment to cover liabilities.Sales ForecastContribution Margin。
英语商业计划书
英语商业计划书Business PlanTitle: The Coffee HouseIntroduction:The Coffee House aims to establish a trendy and inviting café that will cater to the growing demand for high-quality coffee and a comfortable atmosphere. Our café will be located in a prime area with a target market consisting of young professionals, students, and coffee enthusiasts. With a unique menu, exceptional customer service, and a cozy ambiance, we aim to become the go-to destination for coffee lovers.Objectives:1. To create a warm and welcoming environment that encourages customers to stay and enjoy their coffee.2. To offer a diverse menu of high-quality coffee, tea, and snacks to cater to various tastes and dietary preferences.3. To exceed customer expectations through exceptional service and a personalized experience.4. To build brand loyalty and obtain repeat customers through targeted marketing strategies.5. To increase revenue by expanding our customer base and introducing new products and services.Product and Services:The Coffee House will offer a wide range of beverages, including various types of coffee, tea, hot chocolate, and specialty drinks. We will source our coffee beans from sustainable and ethicalsuppliers, ensuring that each cup is of the highest quality. Additionally, we will provide a variety of pastries, sandwiches, and salads to cater to different dietary needs. Our trained baristas will ensure that each drink is prepared with precision and care, providing customers with a consistent and satisfying experience. Marketing Strategy:We will employ a multi-channel marketing strategy to reach our target audience effectively. This will include social media marketing, online advertising, collaborations with local businesses, and word-of-mouth marketing. We will also offer loyalty programs and promotions to encourage repeat business and referrals. By actively engaging with our customers through social media platforms and responding to their feedback, we will build a strong brand presence and foster a loyal customer base.Operations Plan:The Coffee House will operate from 7 am to 8 pm, seven days a week, providing customers with the convenience of enjoying our products throughout the day. We will employ a team of skilled baristas who will undergo rigorous training to ensure consistency in the quality of our beverages. Additionally, we will invest in efficient and high-quality equipment to enhance the efficiency of our operations. We will also implement measures to reduce waste and promote sustainability, such as offering reusable cups and recycling programs.Financial Projections:Our financial projections indicate that The Coffee House will achieve profitability within the first year of operation. The initialinvestment required for the café setup, equipment, and inventory will be obtained through a combination of personal savings and a small business loan. By carefully managing costs, optimizing pricing strategies, and continuously monitoring the market, we expect to achieve steady revenue growth.Conclusion:The Coffee House aims to fill a gap in the market by providing a unique and high-quality coffee experience. With a focus on customer satisfaction, a diverse menu, and a cozy atmosphere, we will attract and retain a loyal customer base. By implementing effective marketing strategies and meticulous operations, we are confident in the success of our business venture.。
毕业设计-咖啡厅市场计划英文版
Make the tourists feel convenience、 comfortable;
Local businesses
Product
Tea；
Freshly made coffee；
Business package； Steak；
Beer
பைடு நூலகம்
Price
Higher than others Discount card
谢谢观赏
Implementation Plan
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The milestones table includes both sales goals and deadlines for major projects that impact the programs outlined in the Marketing Expense Budget.
Collect business activities, dynamic capital, business income and expenditure data and analysis, suggestions, regularly report to the general manager. Sales Department :
·Selection: a creative choice of food and drink and a wellconstructed structured conversation system. ·Accessibility: the patron will gain access to the Myosotis Coffee with minimal waits and long business hours. ·Customer service: the customer is ALWAYS right. ·Competitive pricing: all products will be competitively priced relative to the competition.
猫咖项目创业计划书的英文
猫咖项目创业计划书的英文Executive SummaryCat cafes have become incredibly popular in recent years, providing a unique and relaxing environment where customers can enjoy a cup of coffee or tea while interacting with friendly feline companions. This business plan outlines the development and implementation of a cat café located in a bustling urban area. The cat café will offer a variety of beverages and light food options, as well as opportunities for customers to play and relax with the resident cats.Market AnalysisThe cat café industry has experienced significant growth in recent years, with increasing demand for pet-friendly and experiential dining options. Research shows that a growing number of people are seeking out places where they can unwind and de-stress, and cat cafes provide the perfect environment for this. With a focus on providing a welcoming and relaxing atmosphere for both humans and cats, our cat café will cater to this demand.Target MarketOur target market consists of cat lovers, pet enthusiasts, and individuals looking for a unique dining experience. We will also target families, tourists, and students who are interested in spending time in a fun and interactive environment. Our café will be located in a vibrant urban area with high foot traffic, ensuring visibility and accessibility to our target market.Competitor AnalysisWhile the cat café industry is still relatively niche, there are a number of established cat cafes in major cities around the world. We will differentiate ourselves from the competition by offering a unique and welcoming atmosphere, high-quality food and beverages, and a diverse selection of resident cats. By providing a memorable and enjoyable experience, we aim to attract and retain customers in a competitive market.Marketing and Sales StrategyOur marketing strategy will focus on social media, online advertising, and partnerships with local businesses to generate buzz and attract customers to our cat café. We will also host events, workshops, and special promotions to engage with our target market and build brand awareness. Our sales strategy will emphasize excellent customer service, quality products, and a welcoming atmosphere to ensure customer satisfaction and retention. OperationsOur cat café will operate on a daily basis, serving breakfast, lunch, and dinner to customers who can choose to dine in or take their food and beverages to go. We will hire a team ofexperienced baristas, kitchen staff, and cat handlers to ensure smooth operations and provide a high level of service to our customers. We will also implement strict health and safety protocols to ensure the well-being of our staff and resident cats.Financial ProjectionsOur financial projections estimate a steady increase in revenue over the first three years of operation, with a net profit margin of 15% by the end of year three. We will secure funding through a combination of loans, investments, and personal savings to cover initial start-up costs and operating expenses. With a solid business plan and a clear path to profitability, we are confident in the success of our cat café.ConclusionThe cat café industry offers a unique and exciting opportunity for entrepreneurs to create a fun and engaging dining experience for customers. With a focus on providing a welcoming and relaxing atmosphere for both humans and cats, our cat café aims to stand out in a competitive market. By implementing a comprehensive marketing and sales strategy, as well as efficient operations and strong financial projections, we are confident in the success of our business venture. We look forward to opening the doors to our cat café and welcoming customers to a purr-fectly delightful experience.。
kpop咖啡店商业计划书
kpop咖啡店商业计划书英文回答：Business Plan for Kpop Coffee Shop.Introduction:Hello, my name is [Your Name], and I am excited to present my business plan for a Kpop-themed coffee shop. As a fan of Kpop music and culture, I believe that combining my passion with a coffee shop will create a unique and appealing experience for customers. This business plan outlines my vision, target market, marketing strategies, and financial projections for the Kpop coffee shop.Vision:My vision for the Kpop coffee shop is to create a vibrant and energetic atmosphere where fans of Kpop can gather, enjoy their favorite music, and indulge indelicious coffee and snacks. The shop will be decorated with Kpop posters, merchandise, and memorabilia, creating a visually appealing and immersive experience for customers. The goal is to make the coffee shop a go-to destination for Kpop enthusiasts and a place where they can feel a sense of community.Target Market:The target market for the Kpop coffee shop includes Kpop fans of all ages, especially teenagers and young adults. These fans are passionate about Kpop music, follow their favorite Kpop idols on social media, and attend concerts and fan events. By offering a unique Kpop-themed experience, the coffee shop will attract fans who want to connect with others who share the same interests. Additionally, the coffee shop will also target regular coffee drinkers who are seeking a new and exciting coffee shop experience.Marketing Strategies:To reach the target market, the Kpop coffee shop will employ various marketing strategies. Firstly, social media platforms such as Instagram, Twitter, and Facebook will be utilized to promote the coffee shop and engage with fans. Regular updates on new menu items, special events, and Kpop-related news will be shared to keep fans excited and interested. Additionally, collaborations with local Kpop fan clubs and influencers will be pursued to expand the shop's reach and attract a larger customer base.Furthermore, the coffee shop will host Kpop-themed events such as album release parties, dance cover competitions, and fan meet-ups. These events will create a sense of excitement and exclusivity, encouraging fans to visit the coffee shop regularly. The shop will also offer limited edition Kpop merchandise, such as coffee mugs, t-shirts, and posters, to further engage customers and generate additional revenue.Financial Projections:In terms of financial projections, the initialinvestment for the Kpop coffee shop will include the cost of leasing a suitable location, renovating the space to fit the Kpop theme, purchasing equipment, and stocking inventory. Monthly expenses will include rent, utilities, employee salaries, and marketing costs. Based on market research and projected sales, it is estimated that the coffee shop will break even within the first year and achieve a steady growth in revenue thereafter.Conclusion:In conclusion, the Kpop coffee shop is an exciting business venture that combines my passion for Kpop with the coffee shop industry. By targeting Kpop fans and offering a unique Kpop-themed experience, the coffee shop has the potential to become a popular destination for fans and regular coffee drinkers alike. With effective marketing strategies and a strong financial plan, I am confident in the success of this business venture.中文回答：Kpop咖啡店商业计划书。
英文版咖啡店企划书
• Market survey in 2003 showed that coffee terminal sales, in a coffee and western fast food chains, star-rated hotels, restaurants. Cafe and westernstyle fast-food chain is mainly composed of ucc coffee, starbucks coffee, coffee pot, McDonald's, pizza hut, the average monthly sales at 21.18 tons, the chain (30.18%), second star hotel sales at an average 16.47 tons per month, 23.47%, the average monthly sales 13.53 tons, western accounted for 19.28%. With the development of the era and the further change of people's living idea, the coffee industry is in a rapid speed of development. • Market segmentation and target market selection • The current coffee market is mainly divided into low-grade and high-grade market, low-grade coffee mainly including instant coffee and so on a series of coffee, and mid-range market basically is the chain coffee shops such as starbucks, high-grade market mainly ucc coffee, Aegean coffee cafe. We need to do is within the next few years will expand our coffee shop to become the Chinese own chain of coffee shops, so our positioning for when people inside. Precise plan when doing coffee prices test did not define the capacity of a bottle of coffee, the purpose is to know the best price to consumers that a bottle of coffee products location is in which price range, so as to provide consumer demand for the price of coffee product positioning data support.
call-coffee-咖啡创业计划书
Call Coffee创业计划书1、咖啡店情况-----------------------------22、市场分析-------------------------------43、营销策略-------------------------------84、人员与组织结构-------------------------105、财务分析-------------------------------106、盈利规划、产品供应---------------------117、经营理念和哲学策划-------------------131、咖啡店情况咖啡店概况咖啡店名称：Call Coffee咖啡店类型：合伙主要经营范围咖啡、花茶、奶茶、小点心产品/服务概况：咖啡消费潜力，正在成为世界上最大的咖啡消费市场。
在国内许多大中城市咖啡专业场所数量每年在以25%左右的速度增长。
正因为中国咖啡市场处于起步阶段，中国咖啡消费增速惊人，这意味着一个巨大的机遇已经降临，意味着有更多的机会，更大的利润回报空间。
目前中国咖啡销售每年只有700亿元的市场，缺口达到9300亿元之多。
因此，该产业潜力无限。
介绍：咖啡厅主要有三类，一类是：酒店附设。
主要功能及服务对象为高级白领、外籍人士，因而，咖啡厅定位高档、环境优雅、原料多从国外进口。
二类是：高档专业咖啡厅，主要面对外籍人士及白领阶层，一般的装修档次为环境闲适、风格独特、经营一至两个系列的特色咖啡厅。
三类是：由中挡次咖啡厅和连锁咖啡店组成，适应中高档消费群体，价格是主要优势，相对而言，主要是对环境有特别的需求，根本区别于其他服务场所，而我们要做的就是第三类咖啡厅。
性质：休闲人文类咖啡馆。
背景：来自地中海的风情与享受。
文化：情调、人文、环保、自由精神、自我空间。
经营范围：咖啡、西点、饮品、花果茶、甜品。
产品价格：咖啡部分为中高水平，其他部分为中等水平，价格基本保持与同类休闲去处的同步率，特色产品价格略高。
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time based special offers
signs and promotion boards outside
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Advertisement
Advertisement words ----- life is like coffee.
Drink coffee here and leave with beautiful mood.
1、valentine set 2、give you ideas for propose marriage 3、flower booking
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4、love Decl Cards One for girls and one for boys, each card
优秀PPT下载：/xiazai/
PPT教程： /powerpoint/
Word教程： /word/
Excel教程：/excel/
资料下载：/ziliao/
PPT课件下载：/kejian/
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Valentine's Day
Decorate shop with roses and colored balloons to make a quiet and romantic environment
Offer candlelight dinner for couples
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Promotion
a good balance of acidity bitterness and sweetness
a unique flavour of fragrance and sweetness
cultivated in YunNan province a unique fruit flavour
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taikoo sugar
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soft acidity and a complex of charming fragrance soft sour and refined sweetness
no acidity but strong bitterness
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cultivated at an altitude of 1000 ~ 1600 meters plateau
范文下载：/fanwen/
试卷下载：/shiti/
教案下载：/jiaoan/
英文版咖啡豆商业计划书
2022/3/23
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Coffee bean
In reality, only two kinds of beans are available commercially: Arabica and Robusta.
send out advertising leaflet
promote our shop through TV radio and the internet
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charitable acts organize some
activities such as students party and reading activities hold a writing contest named : coffee and life
coffee family
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Price promotion
Refills only half the price
1.offer discounts on further drinks
2.lower the size of coffee cups
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cards
loyalty cards
comment card
give teddy bears
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Mother's Day Give postcard and carnations hold a outside party in front of our coffee
shop invite some famous people play some interesting games
PPT模板下载：/moban/ 行业PPT模板：/hangye/
节日PPT模板：/jieri/
PPT素材下载：/sucai/
PPT背景图片：/beijing/ PPT图表下载：/tubiao/
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Color page Make some color pages and put them on the table
offer a special servicer to further explanation for those customers who come together
Music Play some light music ,such as childhood memory, snow dreams
contains 150 points
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7. lottery
first prize
women perfume we will choose some famous brand such as Chanel Dior
second prize
free for the valentine set
third prize