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提議對于陽光咖啡店開頭項目 (一)
Table of contents
Executive Summary 2
Introduction 3
Proposal 3
Findings 3
Strength 4
Opportunities 4
New Premises 4
Services 4
Facilities 5
Cost Breakdown 5
Benefits 6
Schedule 8
Risks and Management Plans 9
Conclusion 10
Appendixes 11
The analysis of the business 11
Customer Profiles 11
Focus Groups 12
SWOT Analysis 13
Strengths 13
Weaknesses 14
Opportunities 14
Threats 14
SMART Analysis 14
Action Plan 15
Activity Flow Chart 17
Project Costs 18
Stakeholder Analysis 19
Risk Analysis and Management Plan 20
The Project Framework 21
Executive Summary
Sunshine Coffee Shop is determined to become a daily necessity for local coffee addicts, a place to dream of as you try to escape the daily stresses of life and just a comfortable place to meet your friends or to read a book, and so on. With the growing demand for high-quality coffee and great service, Sunshine will capitalize on its proximity to the College of Tanzhou Technology and the Center of Administrative Region to build a core group of repeat customers. Sunshine will offer its customers the best prepared coffee in the area that will be complimented with local snacks, as well as free books that consumers can read to enjoy their visit.Sunshine will have a special room as English Corner,which could help some people to improve oral English.
Sunshine Coffee Shop will get professional grade machines from whole saler for making espresso,coffee and hot chocolate.Sunshine Coffee Shop will cooperate with franchisees of famous brand corporation,it will gain a wide menu of coffee based drinks as well as an attractive breakfast and lunch menus from the franchisees,such as a proven image, a proven menu, a fully developed method of operation, and an established supply chain. Sunshine Coffee Shop design will be both visually attractive to customers, and designed for fast and efficient operations.
Sunshine Coffee Shop will operate a 500 square metres coffee bar within a walking distance from the the College of Tanzhou Technology and the Center of Administrative Region. The owners have secured this location through a three-year lease with an option for extending. Sunshine has also provided ￥700,000 of the required ￥1,000,000 start-up funds. The remaining capital will be obtained through the Construction Bank of China as commercial loans.
Sunshine Coffee Shop is expected to grow sales revenue from ￥1,500,000 in the first year to ￥3,375,000 in the third year. As Sunshine will strive to maintain a 50% gross profit margin and reasonable operating expenses, it will see net profits grow from ￥500,000 to ￥1,125,000 during the same period.
Introduction
Sunshine Coffee Shop is operating as a sole proprietor, which is located in the center of the New Administrative Region of Tanzhou Town. There are many large residence communities,one hospital, one college,and one bus station,except that the 3rd Industrial is nearby,more and more companys were set up there these years. For this locational advantage,it must be able to attract a large number of customers.
Sunshine Coffee Shop will occupy a 500 square metres, of which two thirds is the shopping area and the rest is kitchen room, storage room and coffee bar. Sunshine Coffee Shop mainly provides two types of products.One is drink,such as espresso,coffee and hot chocolate,the other is dim sum,such as pastries and many of kind of local snacks.
Sunshine Coffee Shop has already had a senior manger who has rich experience in the field of coffee, Sunshine Coffee Shop will recruit one chef to make dim sum,one coffee barista who is familiar to operate professional grade machines to make all kind of drinks,and three waiters, who will take the responsibility to tend on customers and sell products.
Proposal
Setting up a coffee shop in the center of the New Administrative Region of Tanzhou Town will be workable and profitable because there are a lot of customers in this area.
Findings
All kind of information has been collected about what is happening in the business at present, and numerous information shows about what customer might want in the future. It’s time to think about what might to be done to set up the business.
Strength
Sunshine Coffee Shop has the following strengths.
The coffee shop is located in the center of the New Administrative Region of Tanzhou Town where there are lots of people every day.
The coffee shop cooperates with the franchisees of famous brand corporation and gains a proven menu, a fully developed method of operation, and an established supply chain, so it can offer larger discounts to the customers and keep good quality.
The coffee shop has a business with two foreign companies, so there are fixed revenue every month.
The manager who has 6 years experience working in the service of coffee can provide enough technical support.
Opportunities
In the first year, Sunshine is allowed to have a preferential price on the rent of the shop premise.
There is a larger place on the second floor and it is unoccupied at present. It is good chance for Sunshine to expand the business in the future.
New Premises
The interior remodeling is simple but comfortable.
Sunshine needs to arrange the regular training to the staffs and teach them how to give the best service to the customers.
Sunshine will keep on concerning about the renewal and renovation of coffee drink and hold the latest coffee in store.
Services
Sunshine will offer the best service to satisfy customers’ demand.
Sunshine will purchase coffee from franchisees of famous brand corporation and make sure the good quality of coffee drink.
Sunshine will keep in touch with clients and give them professional technical support when they need.
Sunshine are opening from 9:00 AM to 9:00 PM.
Sunshine will enrich the culture of coffee according to the user’s requirement.
Sunshine will provide the lastest information of coffee.
Facilities
Sunshine Coffee Shop will order some furniture such as Coffee machines, Ice machine, Sundae machine, Sterilizer machine,Popcorn machine,Drinking machine,Kitchen units and so on. Sunshine Coffee Shop will also need some related equipment including Computer, Laser printer, TV sets, Stereo system, Air conditioners, Fridges and Coffee bar.
Cost Breakdown
Sunshine will loan RMB 300,000 from China Construction Bank at 5.4% interest. We expect to pay off the debt totally RMB 316,200 within one years.
Rental cost: The new premises would cost RMB 24,000 in total to rent each year.
Decorating: RMB 1000/㎡×500㎡=RMB 500,000 in all-packed price.
Equipment: The cost of equipment in the new shop would be RMB 99,600
Coffee machines: 28,500
Ice machine: 2,500
Sundae machine: 5,800
Sterilizer machine: 1,500
Popcorn machine: 1,000
Drinking machine: 300
Kitchen units 8,000
TV sets: 15,000
Stereo system: 5,000
Fridges: 5,000
Tables and Chairs: 12,000
Air conditioners: 10,000
Computer: 3,000
Printer: 1,000
Credit card machine 500
Coffee bar: 500
Budgets: The annual increase in the operating budget would be RMB 318800
Wages 312,000
Utilities 3,600
Equipment maintenance 200
Internet fee 600
Telephone charge 2,400
TOTAL COST OF PROJECT
Initial costs:
Decoration 500,000
Equipment 99,600
SUB-TOTAL 599,600
Recurrent cost: Rental 24,000
Operating budget 192,800
SUB-TOTAL 216,800 Public Public relations 2000 per year
Market research 1,000 per year
Contingency allowance 1% yearly profit
13000 per year
Loan interest: 300,000*5.4=16200
TOTAL COST 748,600
Benefits
According to our survey on people’s consumption of computer in this area, Sunshine expect the turnover would be RMB 150,000 per month. The clear profit, after cutting the mensal operating costs, would be RMB 751,400 per month. This means we would be able to pay back the loan within one year.
In planning a project and deciding on the objectives,it is important to remember that they need to be SMART
Specific The target of running the Sunshine Coffee Shop will make its best effort to create a unique place where customers can socialize with each other in a comfortable and relaxing environment while enjoying the best brewed coffee or espresso and pastries in the little town. We will be in the business of helping our customers to relieve their daily stresses by providing piece of mind through great ambience, convenient location, friendly customer service, and products of consistently high quality. Sunshine Culture will invest its profits to increase the employee satisfaction while providing stable return.
Measurable The Sunshine shop is located in the center of the New Administrative Region of Tanzhou Town where there are lots of people every day,the average predicted sale is only 12,500 yuan every day,therefore,it is very easy for Sunshine to achieve its goal.Sunshine cooperates with the franchisees of famous brand corporation gains a proven menu, a fully developed method of operation, and an established supply chain, so it can offer larger discounts to the customers and keep good quality. Besides, Sunshine has business with two foreign companies, so there is near to 3,000 yuan revenue every month.
Agreed According to the experience from the manager who has 6 years experience working in the service of coffee, 90% of the customers are satisfied with high quality service. And 85% of the customers from college,administrator,and residence communities are satisfied with the coffee drink which suggested to them by professional people,through they think that the price is a little high, it is worth buying,and 95% of the customers like to select convenient location to have a drink. With the increasing of advantage informatin, Sunshine Coffee Shop is concluded to set up for local people.
Realistic After the questionnaire survey, some foreign companies have been visit,five companies are planning to do business with us, and two companies signed the contracts for one year in advance.
Time-bound Choosing a right place for Sunshine Coffee Shop would be completed in the first ten days of March.From the second ten day of March,it takes five days to sign a contract of renting house with the manager from administration office, applying for the business license for another five days. There would be over twenty days to finish the decorations and purchase furniture and equipments. It cost five days to arrange these facilities and basic stock. Sunshine Coffee Shop will be opening grandly on May 18th, 2010.
Schedule
The project will begin one week after it is approved and the budget is made available. It will take approximately two months and a half to be fulfilled. We will spend two week signing contracts and applying business license, four weeks decorating the coffee shop, less than three weeks recruiting and training the staffs and ordering the facilities and stock. And the last week keep all things in order and hold an opening ceremony.
The action schedule for the project is as follows.We will monitor all the activities and make sure they would be finished on time.So that the project could be implemented as it is expected.
By the end of Week One
Identify and negotiate the reasonable rental of the shop.
Sign the contract to use it
By the end of Week Two
Apply for individual business license from Industrial and Commercial Bureau.
Apply for tax registration from Tax Bureau.
By the end of Week Three
Design the new shop layout
Sign the contract with the decoration company to decorate the new shop.
Order new equipments and furniture.
By the end of Week Four
Start decorating the new shop.
Make the regulation system of employee.
By the end of Week Five
Decide on the range of product for sale and procurement channel in detail.
Hire a chef,a coffee barista and three waiters.
By the end of Week Six
Start training new staff.
By the end of Week Seven
Order new goods based on the decision made at the fifth week.
Check and accept the decorating project.
By the end of Week Eight
Get the new equipment and furniture delivered and installed.
Clean the new shop.
By the end of Week Nine
Get the new stock delivered and put on the selves.
Publicize the new shop opening to those regular customers.
By the end of Week ten
Hold the opening ceremony.
Risks and Management Plans
Before putting the plan into practice, we find that the following problems might affect the successful completion of the project. They are risks that may be classified into three categories:
People-related:
The new employees may not be satisfied with the wages.
The new employees may not be good at serving customers at all.
For a new shop, people may doubt about the quality of coffee when they are doing business with Sunshine at the first time.
Some customers may feel the Sunshine Coffee Shop is too expensive and have not enough varieties for choosing.
Time-related:
The newly ordered equipment may not arrive in time causing delay in the opening of the new coffee shop.
The decorating may not finish in time causing delay of arranging the facilities and opening the coffee shop.
The loan may not be obtained from the bank.
Product-related:
The new stock may not cater to the interests of the customer.
The customers are not satisfied with service of Sunshine.
We may not be able to purchase the products at the lowest price from the supplier.
Since it is impossible to eradicate all the risks, the shop manager think he has to control and manage them. Now, he has thought of three measures as follows:
Try to avoid the risks, for example:
Make sure the new staffs could accept the monthly wage in the interviewing
Monitor the lead time to make sure the decorating finishs on time.
Carry out market research among target customers to improve the popularity of the stock.
Keep constant contact with the suppliers to get the coffee and other parts at the lowest price.
Prepare alternatives beforehand in case the dangers actually happen. For example: contact more staff candidates as substitutes in case the employs are not qualified.
Set aside a certain percentage of the total budget as contingency allowance to take account of the unexpected risks:
● Public relations RMB 2,000 per year
● Market research RMB 1,000 per year
● Contingency allowance 1% yearly profit
Conclusion
Hence, I strongly believe our coffee shop is able to provide products of good quality and high-class service to customers,and we have a senior manager.More importantly, we cooperates with the franchisees of famous brand corporation and gains a proven menu, a fully developed method of operation We have full confidence that we will win the favor of the customers.
This plan is finished after detailed survey and careful consideration. We are sure that it will be implemented smoothly and it will be a big success.
I would like to meet with you at any time this week to discuss this plan and to be glad to explain the plan in details or to offer any additional information that you may need. Please let me know when it is the best time for me to come.
Appendixes
The analysis of the business
The Sunshine Coffee Shop is a private shop which is located on the ground floor in the center of the New Administrative Region of Tanzhou Town.It occupies an area of 500 square meters, in which two thirds is the shopping area and the rest is kitchen room, storage room and coffee bar.
The range of the business mainly focus on the selling of coffee drink,hot chocolate,hot milk and some dim sum,such as pastries and many of kind of local snacks,in the same time,we’ll sell coffee bean and other raw material on retail.
Sunshine Coffee Shop is located in the center of this town and attracts a large number customers. But it is a new shop and lack of reputation, so we must draw the new customer's attention in reasonable price,good quality and service, I can try my best to create a good relationship as soon as possible.
Once I have a business I must treat customers as my own relation, and expand my customer group gradually.
Customer Profiles
The majority of customers of the coffee shop are students aged from 16 to 20, local adminiatrators,foreign staff,passenger and local residents.
Students mainly from college nearby,who occupy the 35% of the amount.
Staff in foreign company, who account for 15% of the amount.
Administrators who work in government,also including the state-owned enterprise and the private-owned enterprise who are in the amount of 35% of the amount.
Passenger and local residents,it is near to 15% of the amount.
Focus Groups
To get a clearer idea of the views and points of the customers, three focus groups were organized. The focus groups were as follows:
3 students in college nearby.
3 administrators
2 local resident
1 passenger
It seemed that each of these categories might have different expectations, viewpoints and needs, so separate focus groups would be desirable.
A basic list of questions was prepared, but the discussions with each focus group were allowed to be free and open.
Questions
How often do you visit the coffee shop?
How do you know the coffee shop, by web site, from best friend, from booklet?
What do you think of the prices the coffee shop offers?
Do you think of the quality of products the coffee shop offers?
What do you think of coffee barista,chef and waiters?
What do you think of after-sales services if you once have baught coffee bean and other raw material?
What most often disappoints you when you come to the coffee shop?
Do you think the coffee shop waiters are helpful for you in time?
What additional services would you like to see?
Which kinds of products in this shop is your most favor?
Do you have any suggestion to advice?
Complaints
The coffee shop is a little small and narrow that it is suffering completely, rather than an enjoyment, to visit it.
They have few choices when considering buying coffee on a specific brand.
The new coffee barista, lacking experience of working in a coffee shop, cannot give appropriate help when asked to do so.
Often waiting there due to few staffs.
The coffee shop just accepts payment by cash.
Suggestions
Move to a larger place and expand our business so that we can offer more products for choice.
Give more training for new staffs.
Install a credit card machine.
Recruit more staffs for sevice work.
SWOT Analysis
Strengths
The manager who has 6 years experience working in the service of coffee can provide enough technical support.
The coffee shop is located in the center of the New Administrative Region of Tanzhou Town where there are lots of people every day.
The coffee shop cooperates with the franchisees of famous brand corporation and gains a proven menu, a fully developed method of operation, and an established supply chain, so it can offer larger discounts to the customers and keep good quality.
The coffee shop has a business with two foreign companies, so there are fixed revenue every month.
The manager who has 6 years experience working in the service of coffee can provide enough technical support.
Weaknesses
The coffee shop is located at the last corner of the ground floor. It is too invisible to attract customer’s attention
The new staffs are not so familiar with the service approaches.
There is a new new coffeeshop,so it is lack of reputation.
Opportunities
In the first year, Sunshine is allowed to have a preferential price on the rent of the shop premise.
There is a larger place on the second floor and it is unoccupied at present. It is good chance for Sunshine to expand the business in the future.
Threats
Other small coffee shops will set up nearby, so competition will be fierce.
On-line coffee shops (Such as Tao Bao Website) that offer discount coffee beans are attracting more and more customers, this encourages people to buy coffee beans from on-line coffee shops rather than traditional shop.
SMART Analysis
Specific The target of running the Sunshine Coffee Shop will make its best effort to create a unique place where customers can socialize with each other in a comfortable and relaxing environment while enjoying the best brewed coffee or espresso and pastries in the little town. We will be in the business of helping our customers to relieve their daily stresses by providing piece of mind through great ambience, convenient location, friendly customer service, and products of consistently high quality. Sunshine Culture will invest its profits to increase the employee satisfaction while providing stable return.
Measurable The Sunshine shop is located in the center of the New Administrative Region of Tanzhou Town where there are lots of people every day,the average predicted sale is only 12,500 yuan every day,therefore,it is very easy for Sunshine to achieve its goal.Sunshine cooperates with the franchisees of famous brand corporation gains a proven menu, a fully developed method of operation, and an established supply chain, so it can offer larger discounts to the customers and keep good quality. Besides, Sunshine has business with two foreign companies, so there is near to 3,000 yuan revenue every month.
Agreed According to the experience from the manager who has 6 years experience working in the service of coffee, 90% of the customers are satisfied with high quality service. And 85% of the customers from college,administrator,and residence communities are satisfied with the coffee drink which suggested to them by professional people,through they think that the price is a little high, it is worth buying,and 95% of the customers like to select convenient location to have a drink. With the increasing of advantage informatin, Sunshine Coffee Shop is concluded to set up for local people.
Realistic After the questionnaire survey, some foreign companies have been visit,five companies are planning to do business with us, and two companies signed the contracts for one year in advance.
Time-bound Choosing a right place for Sunshine Coffee Shop would be completed in the first ten days of March.From the second ten day of March,it takes five days to sign a contract of renting house with the manager from administration office, applying for the business license for another five days. There would be over twenty days to finish the decorations and purchase furniture and equipments. It cost five days to arrange these facilities and basic stock. Sunshine Coffee Shop will be opening grandly on May 18th, 2010.
Action Plan
It will take two and a half months to implement the project when it has been approved.
By the end of Week One
Identify and negotiate the reasonable rental of the shop.
Sign the contract to use it
By the end of Week Two
Apply for individual business license from Industrial and Commercial Bureau.
Apply for tax registration from Tax Bureau.
By the end of Week Three
Design the new shop layout
Sign the contract with the decoration company to decorate the new shop.
Order new equipments and furniture.
By the end of Week Four
Start decorating the new shop.
Make the regulation system of employee.
By the end of Week Five
Decide on the range of product for sale and procurement channel in detail.
Hire a chef,a coffee barista and three waiters.
By the end of Week Six
Start training new staff.
By the end of Week Seven
Order new goods based on the decision made at the fifth week.
Check and accept the decorating project.
By the end of Week Eight
Get the new equipment and furniture delivered and installed.
Clean the new shop.
By the end of Week Nine
Get the new stock delivered and put on the selves.
Publicize the new shop opening to those regular customers.
By the end of Week ten
Hold the opening ceremony.
Activity Flow Chart
Project Costs
Sunshine will loan RMB 300,000 from China Construction Bank at 5.4% interest. We expect to pay off the debt totally RMB 316,200 within one years.
Rental cost: The new premises would cost RMB 24,000 in total to rent each year.
Decorating: RMB 1000/㎡×500㎡=RMB 500,000 in all-packed price.
Equipment: The cost of equipment in the new shop would be RMB 99,600
Coffee machines: 28,500
Ice machine: 2,500
Sundae machine: 5,800
Sterilizer machine: 1,500
Popcorn machine: 1,000
Drinking machine: 300
Kitchen units 8,000
TV sets: 15,000
Stereo system: 5,000
Fridges: 5,000
Tables and Chairs: 12,000
Air conditioners: 10,000
Computer: 3,000
Printer: 1,000
Credit card machine 500
Coffee bar: 500
Budgets: The annual increase in the operating budget would be RMB 318800
Wages 312,000
Utilities 3,600
Equipment maintenance 200
Internet fee 600
Telephone charge 2,400
TOTAL COST OF PROJECT
Initial costs:
Decoration 500,000
Equipment 99,600
SUB-TOTAL 599,600
Recurrent cost: Rental 24,000
Operating budget 192,800
SUB-TOTAL 216,800 Public Public relations 2000 per year
Market research 1,000 per year
Contingency allowance 1% yearly profit
13000 per year
Loan interest: 300,000*5.4=16200
TOTAL COST 748,600
Stakeholder Analysis
These are stakeholders as below;
Clients:
Tan Zhou Branch of China Construction Bank
The Sunshine Coffee Shop
General manager Jason Wu
Customers:
Students aged from 16 to 20, mainly from college nearby.
Administrators who work in government,also including the state-owned enterprise and the private-owned enterprise.
Staff in foreign company. Passenger and local residents.
Project Staff:
The Project Management Team: General Manger Jason Wu
Risk Analysis and Management Plan
Before putting the plan into practice, we find that the following problems might affect the successful completion of the project. They are risks that may be classified into three categories:
People-related:
The new employees may not be satisfied with the wages.
The new employees may not be good at serving customers at all.
For a new shop, people may doubt about the quality of coffee when they are doing business with Sunshine at the first time.
Some customers may feel the Sunshine Coffee Shop is too expensive and have not enough varieties for choosing.
Time-related:
The newly ordered equipment may not arrive in time causing delay in the opening of the new coffee shop.
The decorating may not finish in time causing delay of arranging the facilities and opening the coffee shop.
The loan may not be obtained from the bank.
Product-related:
The new stock may not cater to the interests of the customer.
The customers are not satisfied with service of Sunshine.
We may not be able to purchase the products at the lowest price from the supplier.
Since it is impossible to eradicate all the risks, the shop manager think he has to control and manage them. Now, he has thought of three measures as follows:
Try to avoid the risks, for example:
Make sure the new staffs could accept the monthly wage in the interviewing
Monitor the lead time to make sure the decorating finishs on time.
Carry out market research among target customers to improve the popularity of the stock.
Keep constant contact with the suppliers to get the coffee and other parts at the lowest price.
Prepare alternatives beforehand in case the dangers actually happen. For example: contact more staff candidates as substitutes in case the employs are not qualified.
Set aside a certain percentage of the total budget as contingency allowance to take account of the unexpected risks:
● Public relations RMB 2,000 per year
● Market research RMB 1,000 per year
● Contingency allowance 1% yearly profit
The Project Framework
NARRATIVE
SUMMARY OBJECTIVELY
VERIFIABLE
INDICATORS SOURCES OF INFORMATION ASSMPTIONS
AND RISKS
GOAL or AIM create a unique place , best brewed coffee or espresso, and pastries. friendly customer service Staffs, students ,residents,administrators and passenger Opinion survey one month before project implementation
PURPOSE or
OBJECTIVES To keep increase revenues and profits by 50% within 3 years.
To raise the profile and improve competitiveness of the Sunshine within three years. Revenue profit figures
Increasing number of fresh customers Financial record
of the Sunshine
The shop records The rent of the premises will be raised after one year
OUTPUTS Offer coffee drink, hot chocolate, coffee beans,lock snacks and better service to customers. Providing more kinds of coffee and in regular service. Observation coffee shop records
1.The new staff members are competent and honest
2.The advice on stocking new products is correct
ACTIVITIES 1.Identify and negotiate the rental
2.Sign a contract with the owner of the shop
3.Apply for individual business license from Industrial and Commercial Bureau
4. Apply for tax registration from Tax Bureau.
5.Design the new shop layout
6. Sign the contract with decoration company to decorate the new shop.
7.Order new equipments and furniture
8. Start decorating the new shop
9. Make the regulation system of employee
10. Decide on the range of product for retail and procurement channel details.
11. Hire a new chef, coffee barista and waiters
12. Start training new staff
13. Order new goods based on the decision made at the fifth week
14. Check and accept the decorating project.
15. Get the new equipment and furniture delivered and installed.
16. Clean the new shop
17. Get the new stock delivered and put on the selves.
18. Publicize the new shop opening to those regular customers.
19. Hold the opening ceremony.
1.Try to avoid the risks, for example: Make sure the new staffs could accept the monthly wage in the interviewing
Monitor the lead time to make sure the decorating finishs on time.
Carry out market research among target customers to improve the popularity of the stock.
Keep constant contact with the suppliers to get the coffee and other parts at the lowest price.
2.Prepare alternatives beforehand in case the dangers actually happen. For example: contact more staff candidates as substitutes in case the employs are not qualified.
3. Set aside a certain percentage of the total budget as contingency allowance to take account of the unexpected risks Project
implementation diary There are no interruptions and delays to the decorating of the shop.
The contractor uses good quality materials.
INPUSTS Human
One manager,one chef ,one coffee barista, and three waiters. Equipment
Coffee machines,Ice machine, Air conditioner,Videoand Audio System,Fridges ,computer,printer and Coffee bar Financial
RMB300,000
as a loan from the China Construction Bank The bank will be willing to lend the loan.
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