I. Summary of the plan

In recent years, bubble tea has appeared like a handsome new army, and in just a few years, it has swept the China market with an irresistible momentum. As an industry with small investment, low threshold, wide consumers and fast recovery cost, it has occupied the first place in individual entrepreneurship with its vigorous vitality. Moreover, in the modern society with unlimited business opportunities, the fashion attraction, various tastes, unique taste and health features of milk tea are bound to make it continue to stand firm in the footsteps of the fast-selling industry and lead the mainstream of consumption in the beverage industry.

1. Specific explanation

For us who are still students at school, the funds are limited. At the same time, if we consider joining a store, the technical content of this product is not high, and the joining fee is usually high. If the income after opening is not considerable, it is not cost-effective for us. Choosing to open a shop by yourself can not only ensure the operation of funds, but also ensure the innovation of products at any time, which is beneficial to the development of small shops in general.

2. Basic framework of the plan

At present, there are several tea shops near the school, some of which are well run and some are relatively poor. However, their tea shops operate in the same way and only provide take-away. This makes business limited. After market research, although this way saves consumers' time, some people still want to have a comfortable seat in the store and taste it slowly. Therefore, our milk tea can not only be taken out, but also provide in-store service. When the business reaches a certain market share, consider online sales at the same time.

Compound leisure food culture has become the mainstream culture in the catering industry. Therefore, while operating milk tea, we also introduce other products, such as snacks and cakes. For some consumers, it will be a pleasure to drink milk tea, eat desserts and chat with friends leisurely. Moreover, after observation, the delivery of milk tea in this area is limited in quantity, and if the quantity is insufficient, it will not be delivered. In view of this situation, because the consumer groups we are targeting are mainly students in this area, our delivery service is not limited by quantity and is responsive.

2. Market analysis

1. Market introduction

There are 6 schools (provincial Thai Middle School, Thai Vocational College, Thai Teachers College, Taizhou Electromechanical College, Nanjing Normal University and South Institute of Technology) around this area. At the same time, after our investigation, students like to drink bubble tea, accounting for about 44% of the total, while only 16% dislike it.

2. Target Market Analysis

In the 21st century, compound leisure food culture has become the mainstream culture in the catering industry, and people's perceptual consumption expenditure is far greater than that of rational consumption. College students who are considered as fashion leaders are playing an increasingly important role in this field, and their market share is also increasing year by year; As a branch of the marginalized catering industry, operating the student-specific market is based on the accurate grasp of this information.

As students' consumer groups, they are increasingly pursuing tastes, being more sensitive to the freshness of things, and demanding quality. However, the taste of milk tea is not innovative enough to meet the needs of consumers in all aspects, so the business of milk tea shops is becoming more and more difficult, so what we need to do first is to do a good job of consumer data investigation and analysis, and then do corresponding methods to stimulate consumption.

3. Customer demand analysis

After investigation, students have two main requirements for the milk tea industry. One is the product; The second is service. For some students, they are keen on the existing products in the market, while some consumers prefer to try new products, but no matter what kind of consumers, they value the quality of service more. According to the difference of seasons, consumers' demand for milk tea is different. In summer, people prefer cold drinks and prefer hot drinks in winter.

3. Competitive analysis

1. Competitors

At present, there are four or five tea shops, such as Dakoujiu, Thirsty, Jieke and Typhoon Shelter, whose tea tastes and varieties are similar, and there is no innovation in product development. Other competitors are various manufacturers who create a series of milk tea, such as Xiangpiaopiaopiao, Youlemei and Lipton.

2. SWOT analysis

(1) Advantage analysis

1. The existing tea shop is simple in decoration, giving people an unclean impression;

1. The variety of milk tea is limited, the taste is average, and there is no innovation in product development;

13. The series of milk tea created by the manufacturers are high in price, single in variety, and not as good in taste as the existing ones, which is greatly limited by seasons, and its consumption will be reduced in the hot summer;

1. In-store sales and take-away service can attract more consumers to some extent.

(II) Analysis of disadvantages

1. The business area of milk tea is limited, and the scope of services provided is limited;

1. Some students who open new stores don't know much about their basic situation, such as taste, which affects sales to some extent;

13. Product innovation is not easy for consumers who are keen on traditional milk tea products.

1. The seasonal consumption of milk tea is obvious, which can't reach a good consumption quota.

(3) Opportunity analysis

1. The market is far from saturated, there is a large profit margin and a large number of milk tea consumers, and the market prospect is broad, and the strength and number of competitors are limited at present;

1. Good taste, serious service attitude and professional operation level have established a good reputation among students;

3. Although the business area is limited, it has a beautiful indoor environment, which can leave a good impression on students (especially compared with other tea shops) and show its competitive advantage;

1. The products are rich in variety, unique in taste and have certain competitive advantages.

(4) threat analysis

1. Competitors have their fixed consumer groups, and they will definitely take corresponding measures if they are not willing to reduce the market share of milk tea;

2. With the increasing variety and quantity of various foods, consumers have more and more choices, and the product differentiation is not enough. Drinks such as cola, orange juice, coconut juice, milk and purified water have carved up the already limited demand market to some extent.

3. Milk tea is a high-fat and high-calorie food. The aesthetic concept of today's society (slim is beautiful? Especially girls) and the more popular trend of losing weight undoubtedly make some milk tea consumers (especially women) reluctantly give up what they want, saying to them? No? .

iv. product service

1. product development planning

our product quality is guaranteed, product research and development technology is improving, tastes are constantly innovating, and different products are launched according to different consumer groups. With the increasing sales, the product development is increasing, thus occupying more market share.

2. Research and development

What does our store adopt? Fool deployment method? , to avoid the technical differences of milk tea blending personnel and affect the taste of milk tea. At the same time, fructose can be added by fructose quantitative machine, which can be accurate to milligrams, which meets the different requirements of consumers for sugar and the taste is also determined at will. Replacing sucrose with fructose is low in calories, delicious and healthy. Because the difference in temperature plays a decisive role in the taste of milk tea, the insulated tea barrel with temperature display can make us pay close attention to the temperature of tea at all times to ensure the best taste of milk tea. At the same time, according to the differences of consumer groups, we introduce different products, for example, we recommend Yuanyang Cup for couples.

in product research and development, we have added health milk tea on the basis of the existing types of milk tea. Combined with the traditional Chinese medicine health-preserving culture in China, natural whole grains were used as raw materials and blended into the production of milk tea: red bean and red date milk tea, oat and sesame milk tea, black bean and black rice milk tea, mung bean and aloe milk tea, and five-color health-preserving milk tea. The milk fragrance was rich, the tea fragrance was refreshing, the grain fragrance was overflowing, and the bean fragrance was pleasant, natural and delicious, nutritious and healthy.

of course, when we launch milk tea, we will also add color to our store through more projects. Seven-color popcorn broke through the bottleneck of product development of single color popcorn; Octopus balls are highly sought after by young people for their unique and delicious taste; Freshly ground coffee, self-service coffee, fancy western pastry and so on are more leisure foods with the characteristics of the times. Continuous innovation and breakthrough, truly let customers taste healthy, delicious, novel and fashionable snack food. A variety of auxiliary projects to choose from, easy to operate.

v. marketing strategy

1. product strategy

① product compound management, which not only introduces milk tea as a single product, but also provides snacks that consumers like;

② compared with other tea shops, health tea is introduced;

③ launch different products according to different consumers;

④ Pay more attention to the quality of this invisible product. Provide on-site service for consumers who have a desire to spend, but are unwilling to buy on their own;

⑤ products pay attention to packaging and give consumers a good enjoyment.

2. Price strategy

① Set reasonable prices according to consumers' consumption capacity and product types;

② set a relatively low price compared with competitors.

3. Advertising strategy

Advertising is necessary. I think the following publicity methods can be used:

① Opening ceremony to let people near the school know that our store has opened;

② Make use of the interpersonal relationship at school and do more publicity;

③ information dissemination by means of the Internet;

④ use instant messaging means (QQ, Fetion, etc.) to promote stores and products.

4. Promotion strategy

① Opening reward activities. Three days before the opening, the products are sold at half price;

② launch new product tasting activities every day to promote new products;

③ Redeem points and issue vouchers. For credit cards with different values for consumers who spend different amounts, it is stipulated that a certain score should be accumulated to give corresponding points to goods;

(4) Free advertisements are put in the class mailbox to publicize the sales groups with the class as the unit. Old students can receive a free cup of milk tea at a fixed time with their student ID cards, and the influence of opinion leaders among customers can be exerted through word-of-mouth communication.

VI. Financial Plan

1. Description of capital requirements

First, a store needs to register relevant licenses. Moreover, due to the different modes of operation, we will have greater needs in store requirements, and we will rent a house. Then the purchase of basic facilities, and finally the purchase of products and materials. Because we are in a small business, we should try our best to find good and cheap sources of goods, and failing to purchase good equipment will not only waste hundreds of dollars, but may also cause us to lose many long-term customers. We must not be careless.

2. Capital investment plan

Handling of relevant documents (business license, trademark registration, etc.): 8 yuan

Store rent: 3, yuan/year 5M2

Store decoration: 2, yuan

Equipment such as tables and chairs: 4, yuan

Special equipment: 1,5 yuan for a water dispenser, fructose quantitative. A 4 yuan for milk tea sealing machine, a 15 yuan for tea barrel with temperature display, a 8 yuan for cash register, a 16 coffee machine, a 2 yuan refrigerator and a 4 yuan for oven.

milk tea cups, spoons, straws, etc.: 25 yuan

materials: pearl powder, coconut, pearl fruit and other accessories: 1 yuan/year

electric bicycle: 2 yuan

3. Investment income forecast

Daily sales volume: milk tea, etc.: 6 cups/day (take one year)

Annual sales: 65, yuan/year

VII. Risk analysis

1. Market and competitive risk

For us who just entered the market, we are undoubtedly facing huge market and competitive risks.

first of all, if the taste and publicity of our products are not strong enough, it will be difficult to increase the sales of our products, which will directly affect the sales revenue and the operation of the whole store. Secondly, the competition in the existing market is fierce. If our product strategy and promotion methods can't attract consumers, we are likely to be eliminated by the market before we can enter the market.

2. Product and technical risks

The particularity of products determines that we must pay attention to the quality and hygiene of products. However, there will inevitably be mistakes in the operation. The quality problem of the products will directly lead to consumers' satisfaction with the products, and at the same time, it will have an image impact on our whole store.

3. Management Risk

Because entrepreneurs are familiar classmates and storefronts are all managed by the same company, there may be differences of opinion in the course of operation, which is a great threat to small companies that have just been established. At the same time, the company's management system is relatively loose, which is easy to cause management confusion.

VIII. Internal management

1. Organizational structure

2. Management system

In order to strengthen management, clarify responsibilities, realize the standardization and institutionalization of the whole work, and improve the management level and service level of the work, the rules and regulations of this tea shop are formulated:

(1) This shop requires to establish the idea of serving consumers wholeheartedly, constantly improve the management level and service level, and actively complete its own work.

(2) Our store requires paying attention to appearance and personal hygiene.

(3) Our store requires active enthusiasm and civilized language for consumers, and no swearing or swearing;

(4) We ask that we are not allowed to grab food at will;

(5) Our store requires strict food inspection, and it is forbidden to enter and use expired, outdated and moldy foods, seasonings and beverages, and do a good job in tableware disinfection and hygiene.

[6] Our store requires to take good care of the equipment, operate according to the operating rules, and not operate illegally, so as to ensure safe use and do a good job in fire prevention and theft prevention.

3. Human resource planning

On the basis of the existing manpower, with the continuous expansion of business, the required personnel will also increase. In the future business, we encourage more enterprising college students to join us. As long as you have a warm and sincere heart, you can all become one of us. Tea shop business plan (2)

Nowadays, tea shops are opened everywhere in small and large alleys, and people are always coming in front of them in hot summer or cold winter. Opening a tea shop is really a good small business. Tea shop is a low capital investment, a wide range of consumers, fast recycling costs, and the door