Strategy 1

Fresh food is the favorite of modern people and has become a fashionable life trend. To open a birthday cake shop, the investment is not high, the operation is simple, and the area is small, making it very suitable for small business owners. As long as your cakes and desserts taste fresh and unique, and the price can gain a trustworthy reputation, it will be easy to attract consumers from all walks of life.

Simulation plan

Take a small store of about 10M2 as an example)

▲Start-up assets: about 95,000 yuan required

▲Equipment Investment:

1. Rent of 5,000 yuan

2. Approximately 2,000 yuan for store decoration (including store decoration and light boxes)

3. Approximate investment for shelves and sales counters 1,500 yuan

4. Uniform clothing for employees (2 people) costs 500 yuan

5. The largest investment in machinery and equipment: 80,000 yuan (including a full set of equipment for making cakes)

▲The first purchase payment: flour, butter and other raw materials, about 6,000 yuan.

Economic Benefit Estimation

▲Monthly sales (average): 21,000 yuan. According to the evaluation of relevant insiders, after the operation of such a small cake shop gets on the right track, the monthly sales Up to 21,000 yuan.

▲Monthly expenditure: 14,033 yuan Rent: The best location is in residential areas with dense residents, community commercial streets, and areas close to children (such as near kindergartens or playgrounds), about 5,000 yuan.

Goods cost: about 30%, about 5,000 yuan. Staff salary: A small shop of 10 square meters requires 1 cake chef and 1 waiter, with a total salary of 2,000 yuan.

Water, electricity and other miscellaneous expenses: 700 yuan Equipment depreciation: calculated based on 5 years, 1,333 yuan per month

▲Monthly profit: about 6,967 yuan. According to this estimate, it can be recovered in about one year. invest.

▲Analysis of risks and constraints:

If your cake shop is not the first shop in the street or community, you will have to spend more financial and material resources and "tricks" to build it. Attract customers because it is difficult for customers to change their usual tastes.

(The above financial analysis and estimation data are for reference only)

Teach you a few tricks

A cake shop in Shanghai has specially opened a leisure area with many unique shapes. seats. Customers can buy some snacks and enjoy them while sitting in the cake shop, which further strengthens the leisure function of the cake shop.

The reporter also learned that due to competition and other needs, many cake shops have launched some snack foods that are not much related to cakes to form new profit growth points. In terms of the varieties they operate, many shop owners have taken some innovative measures: for example, in the hot summer, they launch the very popular ice porridge and shaved ice according to the season, which are very popular among customers.

The above are some tricks that can attract customers. If the cake shop is doing well enough, you can try it.

Special Tips

1. Whether in terms of store decoration, staff image, or cake making, customers must be given a healthy and hygienic feeling. Cake shops must strictly implement the national Food Hygiene Law, which is the foundation for their success.

2. The food industry has special job skill requirements: employees must hold a "health certificate."

Jing Jing, who only came out of the ivory tower last year, is now the owner of a cake shop called "Chenguo Workshop". Standing in her 16-square-meter shop, Jing Jing looked very confident. Three months after opening, "Chunguo Gongfang" has already made a slight profit. With the support of her parents, Jingjing began to look for a new store location on a new road section, hoping to open a branch.

In fact, Jing Jing has had the idea of ??starting her own business for a long time. She said that opening her own store was not at all due to the pressure of employment. Her reason is that she wants to bake a delicious cake for her parents every day. Regarding Jingjing's employment decision, her parents, who are quite business-minded, did not object much and gave her great support in terms of financial and material resources.

In April this year, Jing Jing began to plan and prepare her own store. She first went to several nearby cake shops to "snoop information" and found out the cost prices of cakes of different types and sizes, and then quietly Keep it in mind. At the same time, she also learned about the "little tricks" of business operations such as "beating the butter into the north," "beating the wife," and "cutting the cake blank diagonally."

After raising funds for the opening, Jing Jing began to "poach" people from major cake shops. She didn't dare to dig "blatantly", so she would secretly run over to discuss with the store master when there were few people in the store. Finally, after repeated comparisons, Jing Jing invited Master Su back. Master Su has worked in a pastry shop in Guangdong for 7 years and is very experienced. Each chef's salary includes food and accommodation of more than 2,000 yuan. Jing Jing said that if you hire a local chef, it only costs more than 1,000 yuan, but the chef is very important when opening a cake shop, so you must not save this money, and hire the best one. In the early days of the opening of "Chen Guo Gongfang", Jing Jing used the oldest and most effective promotional method: discounts, and printed many brochures at the same time. But the effect is not good, and many customers tend not to change their tastes just because of a small discount. She then discovered a set of consumption rates: "Customers will never have the cheapest price. If you can lower the price by a few yuan today, tomorrow there may be competitors competing with you for orders at a lower price." Jing Jing realized the differences in the product market. Competitive strategy: "Only by making the highest quality cakes with the best materials can we attract customers and keep them happy." Three months after opening, the business is not as good as Jing Jing originally thought, and Jing Jing has more business than before. More real, less fantasy. Jing Jing told reporters that no matter what, she had taken the first step.

Strategy 2

Choose a prosperous place! The capital required is about 20,000 yuan.

According to statistics, the sales of baked goods are growing at a rate of more than 10% every year. Traditional breakfasts of soy milk and fried dough sticks are gradually being replaced by baked foods. The younger generation and urban white-collar workers represent this change in consumption patterns. More and more cake and cake shops are popping up like mushrooms after a rain. Whether you go to the supermarket or go shopping, you are likely to smell the irresistible aroma of baking blowing in the wind.

As far as the country is concerned, bakeries are opening every day, but at the same time they are also closed. It is not difficult to open a bakery. As long as you have a certain amount of funds, you can open it, but you need to It is not easy to operate it for a long time.

Site selection: commercial area or residential area

Site selection should be appropriate, which is one of the key factors for business success or failure. Choosing a densely populated bustling downtown area, a commercial district, or a street-level house near a residential area depends on your customer positioning and investment scale. First of all, determine your business goals and customer positioning, which will directly determine the size of your investment; determine the business scope and business style, lock in consumption levels and business types; select stores based on business scale. If it is a factory distribution operation, there is no need to consider the roadside, you can choose a place with cheaper rent; if you have a front store and a back factory, you should choose a place that is convenient for people to buy and conspicuous. It is best to control the store rent at about 10% of the monthly turnover. , which will affect your return on investment. It is necessary to conduct population flow tests, consumption habits, and surrounding population surveys and analyzes in the selected places. Usually when a store is opened in a commercial area, the customers it faces are mostly white-collar workers; when a store is opened in a residential area, it is mainly faced by residents, supplemented by mobile customers.

Prerequisites for obtaining a license for legal business operations

1. Those engaged in food production and operation must first obtain a health license issued by the health administrative department before applying for a business license from the industrial and commercial administrative department.

2. The site selection and decoration design should comply with sanitary requirements. The design review and project acceptance must be attended by the health administrative department. Only after obtaining the completion sanitary acceptance certificate of the construction project can you apply for a food hygiene license.

3. Small catering industry refers to the catering industry with a fixed building and a use area of ??30 to 100 square meters. Those smaller than 30 square meters are not allowed to engage in catering production and operation.

4． Before opening, you must apply for pollution discharge declaration and registration with the local district or county environmental protection bureau.

5. Personnel must obtain a health certificate before they can participate in work, and must undergo physical health examinations every year.

6． Personnel must receive national food hygiene knowledge training before taking up their posts.

7. When purchasing food and its raw materials, you must obtain an inspection certificate or laboratory test form from the supplier in accordance with relevant national regulations. Details can be found on the website hosted by the Beijing Municipal Health Bureau (?.

There are reasons why customers don’t come to the door

We have opened, but no one has come to the door yet. This is a problem for every investor. It is useless to rush and get angry. At this time, you cannot blindly adjust your business ideas, but should calmly analyze the reasons. Usually in the first three months of opening, it is normal for the business to be bleak due to the lack of visibility of the store.

If after 3 months, your business is still stagnant, then you have to look for the reason. Below are some common reasons why customers don’t come to your door for reference and guidance.

The products are fresh, delicious and authentic

In the cake industry, product quality is a key factor in retaining customers and is a matter of life and death for the store. Whether the bread in your store is fresh and attractive, and whether the cakes are soft and delicious will determine whether the store is prosperous or closed down. In addition to personnel technology and material selection, what determines product quality is more importantly, honest management. Generally, small and medium-sized stores are divided into two categories: store sales employees and production employees. Store salespersons include: finance, foremen and general salespersons; production employees include quality control and supervision, foremen and general production workers. Leading employees must be carefully selected, as their quality and professional level directly affect the operation of the store. Employees must be trained after they arrive at their jobs, because they are still scattered, and they need to undergo a series of unified training, such as standardizing service terms and sales methods, business skills training, product specifications, quality requirements, and product appearance aesthetics. training, in addition to developing in-store policies and training for employees.

If you are a layman, it doesn't matter, but you must hire a master with at least 5 years of experience in the industry to be responsible for supervision and management. It is best to have worked in a foreign-funded star hotel. The craftsmanship of bakers and cake chefs cannot be judged solely by the number of years in the industry, but must be assessed through on-site production.

Western pastry is a business of integrity, and efforts and costs must be made to please customers. You should use good ingredients and bake carefully. Although it will increase the cost, it is worth it. You'll know the quality of the food as soon as you eat it. Customers are always smarter than you. There are no shortcuts in this business. Opportunism and cutting corners will only lead to your own destruction.

Whether food is freshly baked is the factor that attracts the most attention. 74% of people will try to choose freshly baked bread and are not interested in bread the next day. The fresh bread that comes out of the oven and is delicious, delicious and delicious often attracts people to rush to buy it. Many people can't help but take a bite and enjoy it right away. Overnight bread is either made into rusk and used for other purposes, or simply discarded to ensure that the food provided to customers is always the freshest.

The Achilles’ heel of investment

Misestimating income, rent, and decoration are too expensive

A conservative attitude must be adopted when budgeting investment income. Failures and overly optimistic budgets leading to closures abound. You might as well adopt the half-fold principle and give your estimate a 50% discount, and you won’t be wrong. Rent is a large part of the cost and the risk is extremely high, so this cost should be kept as low as possible. Choosing the wrong location is a mistake that is extremely difficult to reverse, costly, and even fatal. Do not exceed the budgeted monthly turnover for renovation costs.

A comprehensive bakery is the most cost-effective

In the pastry business, the sales of cakes are the most profitable. Although the sales of bread are slightly profitable, the sales volume is larger. The sales in ordinary bakeries Among them, cake sales account for about 40% and bread sales account for 60%; in store sales in high-end commercial districts, the sales ratio of cakes and bread is exactly the opposite. It can also be seen from this that different positioning will produce different sales results.

For investors, the return effect of opening a comprehensive Western pastry store is much better than that of a single operation. There are both bread and cakes; both coffee and tea; both retail and take away, and tasting and resting, providing customers with diverse choices.

Investment Return Analysis

Whether the selling point is food or life experience

The 2002 "China Retail Industry White Paper" released by the China Chamber of Commerce stated that the Engel consumption of urban residents in our country The coefficient has dropped to 37.9%. The Engel coefficient reflects the proportion of people's food consumption expenditures in total household consumption expenditures. The Engel coefficient is getting smaller and smaller, indicating that people can use most of their income to improve the quality of life. Judging from the trend, the proportion of food consumption is constantly getting smaller, while its absolute consumption is getting larger and larger. It can be seen that the era of filling the belly with two small steamed buns for 50 cents has passed. The food sales industry is destined to follow the emotional route, selling not only high-quality food, but also providing a wonderful life experience. Continuously innovate and change so that people like to eat and are willing to eat.

For investors, we must fully consider this and make long-term plans when determining business goals and market positioning. In addition to high-quality products, we must also strive to meet the psychological needs of consumers. You can start from the store Comprehensive consideration is given to style, product appearance, meticulous service and other aspects.

Twelve steps to prepare for opening

Step 1: Prepare funds and determine the scale, whether to operate production and marketing integratedly or separately;

Step 2: Prepare technical sources and hire employees, or you can do a job yourself;

Step 3: Site selection. Determine whether to open in a business district, downtown area, or residential area;

Step 4: Market research. Conduct a detailed investigation into the regional food market demand, current consumption situation, consumption capacity, citizens' eating habits and industry competition;

Step 5: Feasibility analysis. Are the products and services acceptable to everyone? Is it better than those in the industry? Where are the opportunities?

Step 6: Conduct sales and market share assessment. Determine the scale of investment you are prepared to make, and then estimate the size of the target market. Calculate the number and turnover of competitors, compare your own situation with that of your competitors, and estimate your own turnover and market share;

Step 7: Decorate and apply for licenses. The decoration complies with national regulations. It is best to use warm colors for the facade, which must have its own characteristics without being too fancy.

Step 8: Purchase equipment. There are more and more manufacturers operating equipment in the baking industry. You may wish to consult your peers and choose slowly. It is best to choose one with good after-sales service.

Step 9: Design a trademark that is special, interesting, clear, easy to remember and meaningful. It is best to register it to pave the way for building a brand in the future and creating famous brand products;

Step 10 Step 1: Design product packaging, which should be practical and economical;

Step 11: Purchase raw materials. This is a very critical link. You must choose based on the grade of the products you operate, and contact a raw material distributor. business. In fact, dealers know that you are about to open a business and have come to your door long ago. The selection of raw materials is very critical, as it directly affects the quality of the product. You may wish to choose products from manufacturers with stable product quality and after-sales service.

Step 12: Publicity

Successful opening cases

Keith Enbei

Opening date: February 2002

Business items: cakes, bread and other Western-style pastries

Business locations: high-end business districts (Guomao, Oriental Plaza), convenient subway stations

Initial capital investment: about 200,000 yuan (Guomao Store)

Case & N’Bai was founded by investors from Singapore and Hong Kong. C&S N&B mainly produces and sells high-end Western pastries. Since the establishment of the first specialty store in Guomao Mall in February last year, the business has developed rapidly. As of April this year, 22 specialty stores have been opened. General Manager Yuan Guoqiang believes that Beijing's baking industry is a typical virgin market, with no leading international or local brands emerging, providing a high-growth, low-competition market environment and reasonable profit returns.

Kaisienbei’s customers are white-collar beauties aged 25 to 30, with a monthly income of more than 3,000 yuan. Therefore, we only open stores in the most upscale and convenient locations to establish our image. The 5P elements of the market are used in operations, namely product (Product), place (Place), service (People), image and promotion (Promotions), and price (Price). These are the key elements of the market and represent the characteristics and characteristics of a brand. Operational essentials.

The price of Kesi Enbei is not low, but the value is very high. In terms of price, it is 30-50% higher than that of ordinary bakery and pastry shops. However, the materials used in Case & En Bei’s products are all hotel-grade materials, and the price of the same products in hotels is much higher than that of Case & En Bei. .