1: Summary of investment plan
1: Planned company name: Maosen Green Small Farm
2: Planned financing form: Personal investment 10﹪ Attract foreign investment 40 ﹪ Government Fund 50﹪
3: Investment plan purpose: Target Gansu Province as the target market, produce high-quality potato products locally, process specialty potato products, create a localized green potato product brand, and develop high-added products Value the potato industry and build Maosen Green Small Farm into the largest specialty potato processing base in the province.
4: Market potential of this plan: Potatoes are known as "energy plants", "underground apples" and "second bread". The market potential is huge and they are an indispensable food on people's tables. The market demand in Gansu Province is very large, the consumer groups are extremely broad, and there is very large room for market appreciation.
5: Industry analysis: Based on the current situation, the processing and production of potato products in Gansu Province is basically They mainly process simple vermicelli, vermicelli, starch and other products. There is not much investment in the production of high value-added potato products, and consumers' consumption of potatoes basically remains at the level of low-end goods consumption, so the development of high The high-quality and high-value-added potato industry has certain advantages, and the current competition in this industry is relatively small, which is also conducive to the development of this industry.
6: Production and operation: The enterprise plans to produce with information-based equipment Processing is the main focus, and processing and packaging assembly line operations are adopted. The production workshop is divided into three workshops: Small Farm 1, Small Farm 2, and Small Farm 3. In terms of business methods, in the early stage, advertising and product production and processing are carried out at the same time. When conditions are mature, the product will be put on the market, with large and medium-sized supermarkets and hotels as the main listing intermediaries, and at the same time, it will attract investors from the society to join in retail.
7: Enterprise management structure: The company plans to establish three management departments: management department, shareholders and subordinate departments. The core management is the management department, and shareholders have strong regulatory and publicity capabilities; subordinate departments serve the management department and are An important department that correctly executes various production and sales tasks.
8: Investment estimate: The company plans to invest 5 million yuan. After formal investment and operation, it will strive to make profits after ten months. The investment payback period is one year. , within five years, the company's capital scale has expanded to 10 million, and the annual profit growth rate has exceeded 5﹪.
9: Investment analysis: The investment and operation of Maosen Green Small Farm is the first step for the development of small and medium-sized enterprises under market economy conditions. In a microcosm, small and medium-sized enterprises with innovation and environmental protection as their core business concepts are playing an increasingly important role in stimulating employment and increasing output value. They are the source of economic growth in the new era. Therefore, the development of small and medium-sized enterprises should be supported by the government and large enterprises. support, especially financial and technical support.
10: Entrepreneurial team: The core members of the entrepreneurial team are outstanding undergraduate students from Lanzhou Business School, and their professional fields include marketing, finance, accounting, We have complementary professional knowledge and solid theoretical foundation in various related fields such as human resources, asset evaluation, economy and society, and are a management team that is innovative, good at management, and proficient in investment.
Two: Market demand for potato products
1: Economic background of potato production and consumption in Gansu Province: The industrial structure of Gansu Province is unbalanced, with the primary industry and the secondary industry being the main ones. , the overall economic development level is low, people's income and consumption levels are low, potatoes are an important table food, and most consumers only consume potatoes at the level of low-end items, so it is very important to increase the market value of potatoes. It is necessary and has great market potential. Potato production areas in Gansu Province are mainly concentrated in southern Gansu. Dingxi City is the largest potato production base in the province. The production areas are relatively concentrated and the market supply is very abundant.
2: Potato consumption structure Changes and production volume: Potato consumption is very common on the dining tables of ordinary residents. As a low-end item with a large consumer group, the change in consumption structure will not be obvious, but the market demand is still increasing.
According to statistics, in 2011, the potato planting area in Anding District, Dingxi City, Gansu Province, the core area of ??"China's Potato Capital", reached 1.075 million acres, and the total output is expected to reach 1.3 million tons. In 2010, the potato planting area in Gansu Province was 4 million acres, and the yield per mu was as high as 3,000 kilograms. From this point of view, the potato industry market has great potential for expansion, especially high value-added potato products. The macro market in Gansu is Very impressive.
◆ Bar chart of potato production in Gansu Province (unit: 10,000 tons):
3: Advantages of "our" potato products: potatoes targeted by Maosen Green Small Farm The product market is a mid-to-high-end market, which is a high-quality, high-value-added product with green, organic, and healthy product quality and market positioning. With the gradual improvement of people's consumption level, I believe that high-end potato products will be welcomed by more people.
Three: Industry Analysis
1: Industry entered: Maosen Green Small Farm Aiming at the potato product market, focusing on producing competitive high value-added potato products, providing consumers with green, organic and harmless potato products, and striving to create a green potato product brand.
2: Market Current Situation And the future: At present, the market demand for potato products in the province is large, mainly middle and low-end products, such as generally processed vermicelli noodles and starch. There is almost no market supply for high-end products, so Maosen Green Small Farmers The high value-added products produced on site are brand new products that meet consumer and market needs and have great market expansion space.
3: Consumer analysis: Consumption of high value-added potato products The group is positioned as ordinary residents, and the products are for the public, and are products that everyone can afford.
4: Raw material supply analysis: Maosen Green Small Farm is based in Dingxi City, which has the largest potato production and rich varieties. The supply of raw materials is concentrated and the quality is guaranteed, and the transportation cost is low, which has natural advantages.
5: Analysis of alternative products: Maosen Green Small Farm’s product positioning is relatively high, and it is a distinctive potato product. There are relatively few substitute products in the market, but the price of the product is directly related to the substitution effect of the product. The higher the price, the greater the competitiveness of substitute products.
Four: Products and Production
1: Product introduction: Product types and characteristics of Maosen Green Small Farm:
1) Small Farm 1 produces green organic vegetable vermicelli, using various vegetables and refined starch as raw materials.
Selected vegetable juices are blended with starch to produce delicious, healthy and nutritious green organic food, which is the supreme choice for mass consumption.
2) Small Farm 2 produces green boutique fruit-flavored potato foods, with a variety of Fruit and starch are used as raw materials. The fusion of high-quality fruits and starch produces characteristic fruit-flavored potato food, which is the perfect embodiment of high-quality life.
3) Small farm 3 produces high value-added potato nutrition products to Finely processed starch is the main raw material. Supplemented with high nutritional value tonics, it has high value.
2: Production target: After the company officially operates, the annual sales are expected to be more than 1.5 million yuan, and the production In the first two years, the products can be sold to large and medium-sized supermarkets and hotels in Dingxi City and surrounding counties. Within five years, the sales network will basically cover the entire province, forming a strong and comprehensive sales system.
3: Enterprise location selection: The location selection of small farms follows the basic principles of low urban pollution, sufficient water sources, and convenient transportation. The location is selected in the lower reaches of rivers (rich groundwater) and in relatively open areas downwind of urban residential areas, which not only ensures the availability of water for the enterprise Adequacy and stability, as well as the minimization of urban pollution, also ensure the convenience of external transportation for enterprises, which is more conducive to the expansion of enterprise scale in the future.
4: Product research and development: The company will set up research and development work for small farm products A dedicated R&D department is responsible for this, which is more conducive to product updates and producing the latest products as quickly as possible, thereby seizing the market, broadening the market, and increasing the market share of new products.
5: Logistics management: The procurement of raw materials from small farms will adopt two methods: dispersed acquisition and fixed-point acquisition. Specifically, dispersed acquisition means sending people to villages and towns in surrounding counties and districts to purchase; fixed-point acquisition means growers in and around Dingxi City. (Villagers) pull the goods themselves and deliver them to our purchasing point. The products of small farms are sold and supplied using the method of "production place-general supply point in the city-surrounding counties (cities) and districts" supply points, with unified delivery and distribution. The logistics management procedures will be determined according to the specific situation.
6: Product quality: The production environment of Maosen Green Small Farm will undergo strict testing by relevant health organizations to meet the standard production environment. Product processing and packaging will be produced in accordance with strict quality and hygiene guidelines to ensure that the products produced are of high quality, healthy and harmless, and products that consumers can trust.
Five: Marketing and Strategy
1: Market target: Maosen Green Small Farm focuses on the high value-added potato product market, focusing on high-quality and high value-added products, further understanding the market demand, developing and producing high-quality products, and providing consumers with safer and more cost-effective products. Reassuring and healthier green organic food has stood at the high end of the market from the beginning, so that it can better occupy the market and carry out overall strategic layout.
2: Target market: Maosen Green Small Farm is based on The layout of Dingxi City, with the market facing Gansu Province, is appropriate and reasonable. Dingxi City is the largest potato production base in the province and also a high-quality potato production base. With Dingxi City as the market center and surrounding counties (cities) as radiating sales markets, a multifaceted sales network is formed to connect various markets and become a stable system market, which is more conducive to the popularization of marketing and product supply. High efficiency is also conducive to predicting and grasping the overall market.
3: Market competition analysis: At present, the largest development place for the potato processing industry in Gansu Province is Dingxi City, and the potatoes in Dingxi City The processing industry is relatively developed. The development of the potato industry has changed from extensive to intensive, so this industry in Dingxi City still has certain competitiveness. For example, leading companies continue to grow and develop, and their level of deep processing continues to improve. At present, the city's leading potato processing enterprises with more than 10,000 tons have grown to more than 20, with a production capacity of 350,000 tons of refined starch and its products, and an actual annual output of more than 100,000 tons. The products have developed into modified starch, whole flour, French fries, and puffed food. More than 10 varieties of series.
Gansu Shengda Ark Potato Modified Starch Company and other 25 companies were recognized as municipal-level key leading enterprises in agricultural industrialization, and 10 companies including Dingxi Shufeng Company were recognized as provincial-level key leading enterprises in agricultural industrialization. Lintao Tengsheng Company, Longxi Qingji Company and other enterprises have been recognized as key leading enterprises in national agricultural industrialization, and relying on key enterprises, they have established provincial-level potato starch processing engineering technology research centers and potato modified starch engineering technology research centers. Shengda Ark Company has developed more than 50 new modified starch products, of which 25 product standards have been registered and approved by the Gansu Provincial Quality Supervision Bureau, and some products have filled domestic gaps. However, Maosen is targeting special high value-added products that are almost unavailable in the market. It is a brand-new product, so it is very competitive in terms of products. Therefore, completely occupying the high-end market is the ultimate goal of Maosen Green Small Farm, which will help expand market share, improve product competitiveness, and increase market share.
4: Market brand building: Maosen Green Small Farm has always Adhere to the benchmark of green, organic health and provide consumers with safer and healthier food. In terms of brand promotion, Maosen will further convey the information to consumers through various product supply points and sales intermediaries (large and medium-sized supermarkets, hotels and private franchise stores), thereby forming a good corporate image in the minds of consumers and promoting localized products. Brand building and further expansion of market scale have laid a solid foundation.
5: Production line and product trademark: Maosen Green Small Farm*** has green vegetable vermicelli vermicelli (such as cabbage vermicelli vermicelli, chili vermicelli vermicelli...) , green boutique fruit-flavored potato food (such as banana-flavored potato chips, apple-flavored potato chips...) and three production lines of potato nutritional products. The products produced by each production line are creative, absolutely healthy food, and products with localized characteristics. The product's trademark will be subject to strict review by relevant departments at all levels before applying for registration and obtaining legal operating rights. The trademark will also reflect localization characteristics and further highlight the goal of product localization development.
6: Product price and Sales channels: 1. Product prices will be comprehensively determined based on the overall income level of local residents, and other factors including production costs, prices of related products, consumer preferences, and various taxes levied.
2 In terms of sales channels, Maosen Green Small Farm will first set up long-term and stable sales points in the target market to facilitate the unified distribution of products from the production site and into the target market sales intermediary, saving product launch time and improving efficiency. .
◆ Sales model diagram:
7: Advertising strategy: 1) TV advertising
◆ Media selection: Gansu TV station, Dingxi TV station
2) Print advertising
◆Magazine advertising, outdoor advertising (parks, schools), transportation
Carrier advertising (buses, scheduled shuttles)
3) Expected advertising effect: In the first year of advertising, the advertising reach rate is 80%, and the brand awareness rate is 40%; in the second year, the advertising reach rate is 70%, and the brand awareness rate is 50%; in the third year The rate is 70% and the awareness rate is 60%. Advertising strategies in the development and maturity stages will be adjusted accordingly.
Six: Enterprise Management and Ownership
1: Management Structure: Maosen Green Small Farm is a small enterprise mainly engaged in food processing. The enterprise plans to set up management departments, shareholders and subordinate departments. Three management levels, of which the core management is the management department, with four manager positions: general manager, production and R&D department manager, logistics department manager and marketing department manager. There is also a financial director as the senior management of the financial department, and shareholders as investors. It has the power to supervise various departments and control; subordinate departments are divided into subdivisions, mainly the managers of each production workshop, each sales point and acquisition point.
◆Management Structure Chart
2: On-the-job requirements: Selection conditions for manager positions: Have a bachelor's degree or above, have certain work experience, be interested in the position and correspond to the major you studied; Recruitment requirements for employees in the enterprise's production workshop: have a high school degree (including technical secondary school, vocational school) College degree or above, and can skillfully operate machinery and equipment after simple training to ensure the normal operation of the production line; other employee conditions (except age) are not limited.
3: Ownership: Maosen Green Small Farm Plan Conservative The total investment is 5 million yuan. The investment is in the form of personal investment and external investment government funds. The equity is controlled by individuals and external investors respectively.
Ownership belongs to individuals and investors. Shares held by government funds are owned by enterprises and are not included in the division of enterprise ownership.
◆Investors’ capital holdings table (unit: 10,000 yuan)
Personal investment External funds Government funds
Amount 50 200 250
Proportion 10﹪ 40﹪ 50﹪
Seven: Fund demand and use
1: Capital demand: Amount of 5 million yuan, including 10% personal investment funds (debt), 40% investment funds from external investors, and 50% application for government funds (such as entrepreneurial funds).
2: Other funding needs: Funding needs when investment funds are expected to be in deficit
3: Use of basic investment funds: Required for the construction of 1 enterprise production workshop (three, 20m*10m, brick-concrete structure) The capital is estimated to be 600,000 yuan;
2 The construction cost of the office building is 800,000 yuan, and the annual leasing capital of 10 sales points is estimated to be 300,000 yuan;
3 A complete set of production equipment The capital required for leasing for 5 years is estimated to be 1 million yuan;
4 The estimated capital for production and research and development is 200,000 yuan;
5 The estimated capital for marketing expenses (including transportation fees, advertising fees, etc.) is 20 Ten thousand yuan;
6 The estimated funds required for power supply and water supply projects are 500,000 yuan;
7 The estimated funds required for employee wages (monthly) and management expenses are 200,000 yuan;
8 The funds required for warehouse construction and land purchase are estimated to be 800,000 yuan;
9 The inventory funds are estimated to be 300,000 yuan;
10 Other required expenses will be from inventory funds or surplus Establishment fee settlement.
Eight: Financial and profit and loss analysis
1: Financial analysis from the 1st to 5th year:
1In the 1st to 5th year, Maosen Green The average annual output value of small farms is expected to be more than 2 million yuan, and the demand for employees is controlled within 50 people. The labor cost is estimated to fluctuate between 1,500 and 2,000 yuan for employees (mainly workshop employees) in the next five years. There will be no Too much fluctuation;
◆Salary details (unit: yuan)
Number of employees Monthly salary of unit personnel Monthly total Yearly total
General manager 1 4500 4500 54000
Manager (3)
Financial Director (1) 4 3500 14000 168000
Senior Department Head (Financial Assistant) 8 2500 20000 240000
Workshop production personnel 30 1500 45000 540000
Other personnel 20 1500 30000 360000
Total 63 13500 113500 1362000
2 Production cost control: Production cost meeting Changes with changes in raw material prices, especially variable costs, are greatly affected by changes in raw material prices; other factors such as changes in employee wages, etc., so we will control production costs within an affordable range;
3 Financial estimate: It is expected that the company's operating income and expenditure will gradually achieve a balance in the first to fifth years. The operating income in the first year will have a larger deficit compared with the expenditure. In the third year, the operating income and expenditure will be balanced or the income will be in surplus. , In the fifth year, the company's production is on the right track, and profit growth accelerates.
2: Profit and loss analysis: In the short term, the cost and income of the products produced by the company are an important basis for judging the company's profit and loss. According to economic theory, when the marginal cost of a company's products produced in the short term = marginal revenue, the company's profits are maximized.
Therefore, enterprises will judge whether to expand production scale based on this critical point. Maosen will accurately analyze market supply and demand trends to ensure that enterprise supply and market demand are balanced to achieve the optimal state.
◆Business cash flow statement (unit : RMB 10,000)
Initial year First year Second year Third year
Fixed asset investment 220
Current capital 30
Sales Revenue 50
Less: variable costs 40,000
Fixed costs
Profit before tax (VAT)
Less: taxes
After-tax profit
Net cash flow
Nine: Production model: Maosen Green Small Farm will adopt a "feedback" production model, that is, gradually open three production lines. First open the first production line (green organic vegetable vermicelli vermicelli), and after achieving operating income, the income funds will be invested in the second production line, and so on. This is conducive to the company's capital turnover, can make better use of funds, speed up capital turnover, and is more conducive to companies reducing investment risks.
Ten: Talent strategy: people-oriented management model, establish and strictly implement standardized Talent system.
◆ Selection: Pay attention to the integration of talents and corporate philosophy;
◆ Education: Let talents and the company grow together;
◆ Employment: Promote innovation, pursue excellence, and maximize the value of employees;
◆ Retention: superior material rewards, comfortable humanistic environment.
Eleven: Possible risk assessment and development prospects:
1: Possible risk assessment: 1. Wrong decision-making by investors will cause the company's overall strategy to deviate from the track, thus causing immeasurable risks;
2. Underestimating competitors will weaken the company's market Competitiveness will hinder corporate sales and even production;
3. Errors in market judgment will lead to serious deviations between corporate production and the market, and will create the risk of inconsistent supply and demand for corporate production;
4. To the government Misunderstanding of policies, government policies have always been the benchmark, such as government regulations on purchase prices of agricultural products, etc., so it is very important to grasp the direction of government policies. Entrepreneurship risks are inevitable. A series of factors such as wrong decision-making, underestimation of competitors, deviation of market forecasts, and loss of customers during the entrepreneurial process will cause unpredictable risks. Therefore, we should take every step carefully and strive to reduce risk losses to Minimum.
2: Development prospects: Maosen Green Small Farm is based on localized development goals, takes innovation, green, and environmental protection as its business philosophy, and uses new business and production models and innovative products from Standing at the high end of the market from the beginning, under market economy conditions, Maosen Green Small Farm can quickly integrate into the market economy and play an increasingly important role in contributing tax revenue, providing employment opportunities and driving local economic development. The development of Maosen The prospects are very promising. We will further formulate short, medium and long-term staged development goals, use innovations in systems, management, technology and products to overcome the company's bottlenecks in capital and talent, build our own brands and channels, and at the same time strive