4.1.4

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'連鎖咖啡店商業計劃書 咖啡館經營'

'/uploads/allimg/150813/3-150Q31P025132-lp.jpg'

'連鎖,咖啡店,商業,計劃書,咖啡館,經營,投資,目標,任務,'

'一、投資目標與任務 1、投資目標 2、投資任務 3、成功的關鍵 二、投資方簡介 1、投資方性質 2、股東簡介 3、運營模式 三、產品和服務 1、產品和服務描述 2、競爭比較 3、資源、技術 4、將來的產品和服務計劃 四、市場分析 1、市場需求 2、行業發展趨勢 3、競'

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'未知'

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'/views-37061'

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'2015-08-13 17:59:50'

'2015-08-13 18:00:29'

'36912'

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'<p style="text-align: center; ">
	<img alt="" src="/uploads/allimg/150813/3-150Q31P025132.jpg" style="width: 440px; height: 324px; " /></p>
<p>
	　　一、投資目標與任務</p>
<p>
	　　1、投資目標</p>
<p>
	　　2、投資任務</p>
<p>
	　　3、成功的關鍵</p>
<p>
	　　二、投資方簡介</p>
<p>
	　　1、投資方性質</p>
<p>
	　　2、股東簡介</p>
<p>
	　　3、運營模式</p>
<p>
	　　三、產品和服務</p>
<p>
	　　1、產品和服務描述</p>
<p>
	　　2、競爭比較</p>
<p>
	　　3、資源、技術</p>
<p>
	　　4、將來的產品和服務計劃</p>
<p>
	　　四、市場分析</p>
<p>
	　　1、市場需求</p>
<p>
	　　2、行業發展趨勢</p>
<p>
	　　3、競爭分析</p>
<p>
	　　4、原有店經營分析</p>
<p>
	　　5、小結</p>
<p>
	　　6、成功案例參考</p>
<p>
	　　五、推廣策略</p>
<p>
	　　1、市場策略</p>
<p>
	　　2、競爭優勢</p>
<p>
	　　3、定位</p>
<p>
	　　4、推廣計劃</p>
<p>
	　　六、管理概要</p>
<p>
	　　1、組織結構</p>
<p>
	　　2、管理團隊</p>
<p>
	　　3、人員計劃</p>
<p>
	　　七、財務計劃</p>
<p>
	　　1、財務概況</p>
<p>
	　　2、財務指標</p>
<p>
	　　(銷售額、投資回報率、利潤等)</p>
<p>
	　　3、盈虧平衡點</p>
<p>
	　　4、損益預估</p>
<p>
	　　附：</p>
<p>
	　　1、合作建議</p>
<p>
	　　2、加盟上島合作協議</p>
<p>
	　　一、投資目標與任務</p>
<p>
	　　投資目標：</p>
<p>
	　　成爲本區域以商務休閒爲主、兼顧情調消費的領導性品牌咖啡店，時尚消費場所。</p>
<p>
	　　3年左右收回總投資成本，並逐漸開始贏利。</p>
<p>
	　　投資任務</p>
<p>
	　　(1)爲資本落實穩定、理想的投資渠道，爲投資場所的業主提供穩定、合理的收入。</p>
<p>
	　　(2)順利完成品牌店的建設和發展，逐漸使投資的資本產生收益。</p>
<p>
	　　(3)合理利用現有場所，以品牌店優勢提升自身和天池賓館形象，提高賓館知名度和客源數量，實現雙贏。</p>
<p>
	　　成功的關鍵</p>
<p>
	　　(1)投資方與業主的良好合作，發揮雙方資源的最大組合優勢。</p>
<p>
	　　(2)充足的市場需求，積極有效的推廣計劃。</p>
<p>
	　　(3)選址的把握。咖啡店的地址要求是環境優美(如南山路)，或有成型的商圈(一般來講，喝咖啡屬於娛樂休閒的交流活動，典型的區域主要有購物中心、電影院、高檔社區、寫字樓、高校等)，兩者至少要具備一點。</p>
<p>
	　　二、投資方簡介</p>
<p>
	　　1、投資方性質</p>
<p>
	　　股份制方式合作的個人投資者。產權、權責關係明晰，經營方式靈活，便於處理投資方月業主的合作事物。</p>
<p>
	　　2、股東簡介</p>
<p>
	　　3、運營模式</p>
<p>
	　　加盟店形式。合作者：&times;&times;咖啡。&times;&times;咖啡1968年在臺灣創業，至今已有30多年的歷史，現已發展了400多家咖啡店加盟，&times;&times;咖啡店仍在繼續以其強大的品牌效應吸引着全國各地的加盟投資者。&times;&times;咖啡總部對於加盟者所選擇的營業地點要求很嚴格，結合&times;&times;咖啡是商務、休閒咖啡專賣店的特點，建議加盟者在高檔寫字樓、CBD商圈、高科技園區或其他有市場空隙之處等地域選址;加盟店營業面積應不少於300平米;統一裝修風格、統一產品;總部提供技術支持(包括人員培訓)和產品(咖啡豆、茶)配送。</p>
<p>
	　　三、產品和服務</p>
<p>
	　　產品和服務描述</p>
<p>
	　　出售咖啡、茶類、飲料、酒水、食品、簡餐等商品，併爲客人提供優良的環境和服務，讓消費者在這裏展現一種品位、體驗一種文化、寄託一種情感，使咖啡店成爲商務休閒、情侶聚會的好場所。</p>
<p>
	　　同樣重要的是，這些業務與賓館的產業沒有直接衝突。反而可以與賓館的客源優勢互補。</p>
<p>
	　　競爭比較</p>
<p>
	　　本區域同行競爭格局對我們有利，主要是一些小規模的、具有一定個性的咖</p>
<p>
	　　啡店。</p>
<p>
	　　相對而言，我們的&times;&times;加盟店無論是品牌號召力，還是管理水平、產品和服務質量、規模與資金優勢，都佔有相當的優勢。</p>
<p>
	　　咖啡店的時尚和品位色彩，決定它的情感消費比重是很大的，消費者非常在意品牌和檔次因素。這也可以解釋衆多消費者捨近求遠，寧願到市中心一帶位置找咖啡店的心理。</p>
<p>
	　　資源、技術</p>
<p>
	　　咖啡店是要求規模和檔次的行業，也是一個對產品和服務要求嚴格的行業，</p>
<p>
	　　畢竟其帶有高消費色彩，消費者必然在意自己消費價值的充分體現。</p>
<p>
	　　要達到這些，對投資者的資源、技術有很高的要求。投資者選擇加盟方式，一方面獲得了充分的資源、先進的設備和技術，一方面也避免了不少經營風險。</p>
<p>
	　　將來的產品、服務計劃</p>
<p>
	　　隨着本店的發展和周邊環境的變化，產品和服務將不斷的改進。包括更全面的產品，更優質和人性化的服務。本加盟店將在&times;&times;的支持和自身的努力下，不斷提高。</p>
<p>
	　　同時，本店在可以預見的時間內，在與貴業主的合作期內，會堅持做咖啡店事業，不做其他變動。</p>
<p>
	　　四、市場分析</p>
<p>
	　　1、市場需求</p>
<p>
	　　本店的消費需求還是比較充足的。一方面，這裏有穩定的老顧客，另一方面，這裏雖然沒有優美的自然環境，卻有一個比較穩定的商圈。</p>
<p>
	　　(1)穩定的老客戶資源。原來&ldquo;歐麥&rdquo;上座率約爲60%，而且人羣比較穩定。這部分消費者在新的品牌店落成後，是天然的客戶資源。面對更有號召力、產品與服務更好的品牌店，他們不會流失掉。</p>
<p>
	　　(2)寫字樓與賓館客源。XXXXXXXXXXXXXXXXXXXX</p>
<p>
	　　(3)購物娛樂場所。。XXXXXXXXXXX</p>
<p>
	　　(4)成熟居民小區與城西高檔小區。翠苑1-5區，天湖公寓、南中國新城、湖畔花園、金都花園、南都花園、維也納春天、桂花城1、2期、蘭桂公寓、南都德加、紫桂公寓、怡景園、南都銀座、興宇花園、華苑公寓、新金都城市華苑等等。</p>
<p>
	　　(5)杭州最大外企UT斯達康，及本地區衆多的IT類企業、廣告公司等新興產業。</p>
<p>
	　　(6)本區域各種學校和大專院校衆多。杭商院、杭醫專、浙江工程學院、杭州電子學院、浙江財經學院、杭師院本部等等，當中的教職工和學生情侶也是潛在客源。</p>
<p>
	　　總的來說，這裏的目標消費者是充足的，只是這裏欠缺有品牌號召力、上規模的咖啡店，&times;&times;天池店的出現正好可以填補這一市場空隙。</p>
<p>
	　　2、行業發展趨勢</p>
<p>
	　　(1)咖啡消費市場發展迅速，已經成爲城市消費一大潮流，市場前期培育已經結束。雀巢、麥斯威爾、哥倫比亞等國際咖啡公司紛紛在中國設立分公司或工廠，根據一項在12個內陸城市的調查，32%的城市居民喝咖啡。過去一年內喝過速溶咖啡的人口比例在30%以上的地區除了上海之外，還有昆明、廈門、杭州和天津。</p>
<p>
	　　(2)咖啡消費品位越來越高，文化的魅力就是市場的魅力。單純速溶咖啡己遠遠不能滿足要求了，消費者開始認知咖啡的品牌、風格和知道如何享受咖啡帶來的樂趣。&quot;特色咖啡&quot;無疑是現在整個咖啡產業的主流，發展相當迅速。咖啡市場的快速發展，與消費者對西方文化天然的興趣密不可分。</p>
<p>
	　　(3)教育水準、家庭月收入和飲用咖啡的頻率呈現顯着的正相關。意味着咖啡這種西方傳入的飲料在中國大陸是一種象徵優勢階層的生活方式。</p>
<p>
	　　(4)行業內部及與相關聯行業的競爭越來越激烈。杭州的咖啡店越來越多。同時，茶葉、各式飲料均是咖啡的相關替代品。比如珍珠奶茶以中國傳統茶飲爲基礎，同時具有一種全新的外觀和口味，使人們對中國茶的認識產生了重要轉變。茶和咖啡之間的競爭會很激烈。</p>
<p>
	　　3、競爭分析</p>
<p>
	　　(1)與強勢品牌店的間接競爭。目前杭州有超過150家咖啡店。其中星巴克(Starbucks Coffee)4家，以及同樣來自美國的Coffee Beanery西湖天地店，源自日本的真鍋咖啡(Manabe)2家，包括現有的&times;&times;(兩岸)加盟店，南山路的特色店，在天池店的發展初期，周邊客源將被這些間接對手分流。</p>
<p>
	　　(2)直接競爭對手。本區域的一些特色咖啡店，如臺灣莊記咖啡(文新路)、風尚咖啡(學院路)、咖啡盒子(boxcaf)(文新路)等等，規模都不太大，具有一定特色，環境和咖啡口味都不錯。這些店在休閒娛樂方面還是有一定競爭力的。</p>
<p>
	　　4、原有店經營分析</p>
<p>
	　　目前營業狀況：</p>
<p>
	　　總檯數40張， 位置數 170 個，上座率：晚9點 50% 左右，營業額4000元/天左右。</p>
<p>
	　　經營不成功的原因：</p>
<p>
	　　①品牌因素。咖啡消費的品牌依賴程度非常高，消費者不但是消費咖啡之類的產品，更多的還是展現一種品位、體驗一種文化、寄託一種情感。這也是爲什麼消費者願意爲一杯小小的咖啡付出幾十元的原因。而&ldquo;歐麥&rdquo;的內涵不夠，外在一般，難以滿足消費者高層次的需要，尤其是商務、交際方面的。</p>
<p>
	　　②管理因素。缺乏先進、規範、系統的管理理念和手段，服務水平一般，難以上臺階，消費者不能充分體現其消費價值。</p>
<p>
	　　③產品因素。產品質量是品牌和銷售的基礎，而原來的店產品品種單一、平淡，難以滿足消費者多方面的需要。</p>
<p>
	　　④銷售意識。沒有積極去尋找、穩定客戶資源，基本是守株待兔。這導致本店上座率始終處於不高的狀態。</p>
<p>
	　　5、小結</p>
<p>
	　　從整個市場的環境來看，&times;&times;天池池店擁有穩定的目標消費羣;整個咖啡消費行業的態勢也是呈上升趨勢;暫時沒有強勢競爭對手的直接競爭;原來的店不成功並非是地址原因。</p>
<p>
	　　所以，市場存在着空隙。只要我們抓住機會，充分利用&times;&times;咖啡的品牌號召力和資源支持，密切投資方與業主的合作，積極進行推廣，儘快建立&times;&times;天池店的知名度、美譽度，奪回分流客源，並建立對本地區小型特色店的品牌優勢，&times;&times;咖啡XX店完全可以在投資規劃的時間內，穩定增長，實現贏利。</p>
<p>
	　　6、成功案例參考</p>
<p>
	　　說明：下面這個案例的咖啡店投資、規模等雖然與本店有一定差異，但是這個小型店地理環境與本店類似，並取得了成功。說明了只要選址得當、管理有方、定位準確、推廣得力，咖啡店實現良好的贏利並非難事。因爲情況不同，本案例僅供參考。</p>
<p>
	　　項目名稱：夢旅人咖啡館</p>
<p>
	　　經營項目：咖啡+酒水+簡餐</p>
<p>
	　　店鋪位置：非市中心，類似於本店(天池&times;&times;)地理環境。</p>
<p>
	　　面積：30平米</p>
<p>
	　　初期資金投入：10萬元收回投資時間：8個月</p>
<p>
	　　投資與收益</p>
<p>
	　　投資：&quot;夢旅人&quot;初期投放了10萬元，包括房租4萬元、設備、人員工資、裝修、產品等費用。當然在經營過程中常有一些無形中想不到的支出，比如購買相關書籍。</p>
<p>
	　　另外，要嚴格控制成本。例如，一包中上等級的咖啡豆重1斤，售價約爲一二百元，每包咖啡豆大約能沖泡出50&mdash;&mdash;70杯咖啡，一杯咖啡的咖啡豆成本約爲3元左右，此外還應考慮房租、設備投入、產品投入、人員開支、水電費用等(未考慮折舊因素，如折舊數額較大，也應考慮)。</p>
<p>
	　　收入：這裏每杯咖啡的定價爲20元左右，還出售酒水和西餐簡餐。咖啡收入約佔營業額的30%。每天大約有40人次，人均消費30元左右。</p>
<p>
	　　經營與推廣</p>
<p>
	　　咖啡店素描30平米渲泄自由 &quot;夢旅人&quot;雖然裝修簡單，但特別有家的味道，甚至比家還溫馨，還放鬆。北面牆全部是書架，上面橫七豎八地擺滿了各種書籍，儼然一個小型圖書館，客人隨手可拿起一本來讀。東面的牆最有特色，從房頂到地面整個白牆都被塗鴉，全是客人的即興之作，有繪畫、文字，多與情感和生活有關，稱之爲情感渲泄地。窗臺很低，上面落滿了各種雜誌，靠窗的地方只擺放了2張小方桌，僅可以坐4人，整個房間也就容納十餘人，真是太小了，但是，這裏的空氣、光線、聲音更讓人迷戀、難捨，感覺就像在家裏一樣輕鬆自由。</p>
<p>
	　　雞尾酒、沙龍派對 爲了提高知名度，&quot;夢旅人&quot;在聯繫周邊的大專院校，搞了一些宣傳活動，如：沙龍派對活動、讀書活動、放映最新電影、留學生俱樂部等等，效果不錯。</p>
<p>
	　　五、推廣策略</p>
<p>
	　　1、市場策略</p>
<p>
	　　目標市場</p>
<p>
	　　本區域商圈(在&ldquo;市場需求&rdquo;部分已敘述過)有小資情調的消費者，月收入2000元以上，多數受過良好教育，追求時尚和品位，以青、中年爲主。也包括部分學生情侶。</p>
<p>
	　　營銷規劃</p>
<p>
	　　①利用加盟店品牌和資源優勢，迅速建立&times;&times;天池店的知名度、美譽度，穩固住老客源，將被強勢品牌店和本地特色店分流的客源奪回來。</p>
<p>
	　　②由於&times;&times;屬於強勢品牌，但不屬於最強勢的，而且本地區今後很可能會出現其他強勢品牌咖啡店。所以，我們必須利用現在的一切機會和資源，做好服務營銷，以更人性化的服務，建設好自己的品牌，鞏固消費者的忠誠度。</p>
<p>
	　　2、競爭優勢</p>
<p>
	　　擁有品牌店的號召力、管理、產品與服務水平，本地區還沒有其他強勢品牌店，使本店一開始就佔領了制高點。</p>
<p>
	　　擁有大的、方便的停車場地，對有車一族較有吸引力。</p>
<p>
	　　投資方與業主的良好合作，雙方優勢互補。</p>
<p>
	　　投資方的創業熱情，良好的市場推廣意識，保證了創新能力和服務水平。</p>
<p>
	　　3、定位</p>
<p>
	　　本地商圈內，以商務休閒爲主的領導性品牌咖啡店，業務交際、情感交流的時尚場所。</p>
<p>
	　　4、推廣計劃</p>
<p>
	　　當前最重要的是儘快建立本店的知名度，使本店爲附近消費者知曉。</p>
<p>
	　　廣告宣傳</p>
<p>
	　　1 針對城西高檔小區內的居民，2 可在附近購物場所的停車場內，3 向有車族派送精美廣告單頁(DM)和小禮品，4 單頁也可做成優惠券形式。</p>
<p>
	　　5 &times;&times;總部的廣告支持。</p>
<p>
	　　事件營銷</p>
<p>
	　　6 針對本區域廣告公司較多、而7 廣告公司又有很多客戶，8 他們均是本店理想的目標9 羣，10 可以舉辦一個廣告沙龍。這樣，11 即提升了本店的藝術品位和形象，12 又帶來了穩定的客源。時機成熟後，13 也可定期舉辦這樣的廣告沙龍。</p>
<p>
	　　廣告公司的名單，可以從黃頁上查找，還可以主動在本區域寫字樓內搜尋一些廣告公司，請他們互相轉告。(如新德雅公寓就有多家廣告公司)</p>
<p>
	　　14 學生派對、讀書活動。聯繫本區域幾個重要高校的學生會組織，15 舉行一些沙龍派對、讀書活動，16 照樣有利於提升品位，17 吸引學生和年輕人消費。</p>
<p>
	　　18 時機成熟的時候，19 也可以舉辦一個以&ldquo;咖啡和生活&rdquo;爲主題的徵文活動。</p>
<p>
	　　服務營銷</p>
<p>
	　　除去品牌因素，服務對於咖啡消費者來說，是最重要的。</p>
<p>
	　　爲了做到這一點，需要更多人性化的服務。</p>
<p>
	　　建立會員卡制度。卡上印製會員的名字，像銀行卡一樣。會員卡的優惠率並不高，如9.8折。但一方面，這可以給消費者受尊重感，另一方面，也便於服務員對於消費者的稱呼。特別是如果消費者和別人在一起，而服務員又能當衆稱他(她)爲*先生、小姐，他們會覺得很有面子。</p>
<p>
	　　個性化服務。</p>
<p>
	　　在桌上放一些宣傳品，內容是關於咖啡的知識、故事等，一方面可以提升品位，烘托氣氛，也增加消費者對本店的品牌好感。</p>
<p>
	　　爲多位一起來的消費者配備專門的講解人員。如果他們感興趣，可以向他們介紹各種咖啡的名稱、來歷等相關知識。也可以讓其參觀某種咖啡的製作過程。</p>
<p>
	　　六、管理概要(略，可以根據與&times;&times;咖啡的合作協議簡要說明)</p>
<p>
	　　組織結構</p>
<p>
	　　管理團隊</p>
<p>
	　　人員計劃</p>
<p>
	　　七、財務計劃</p>
<p>
	　　1、財務概況</p>
<p>
	　　(1)房租 65萬/年(含中央空調費用、停車場費用)</p>
<p>
	　　(2) 加盟費用20萬(頭3年)，以後每年2萬</p>
<p>
	　　(3) 店外裝修 3萬 店內裝修改造20萬 設備改造3萬</p>
<p>
	　　(4 )啓動其他費用5萬</p>
<p>
	　　(5 )人員工資4萬/月</p>
<p>
	　　(6 )水電 1萬/月</p>
<p>
	　　(7) 其他費用1萬/月</p>
<p>
	　　2、財務指標</p>
<p>
	　　(銷售額、投資回報率、利潤等)</p>
<p>
	　　3、盈虧平衡點</p>
<p>
	　　4、損益預估</p>
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