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彼岸咖啡商业计划书1彼岸咖啡商业计划书2团队介绍创业团队：心梦高翔项目负责人：张林川联系电话：13667615640团队成员：杨诗怡周伟张帆项目名称：彼岸cáfe注册地址：重庆市沙坪坝区大学城保密须知：本商业计划书属商业机密，所有权属于彼岸咖啡有限责任公司所有策划人所有。其所涉及的内容和资料只限于已签署投资意向的投资者以及内部商业策划活动使用。投资者收到本计划书后，应即刻确认，并遵守以下规定：1、若投资者不希望涉足本计划书所述项目，请按上述地址尽快将本计划书完整退回。2、在没有取得“彼岸咖啡有限责任公司负责人书面同意前，收件人不得将本计划书内容以任何形式和名义泄露或散布给他。3、应该象对待贵公司的机密资料一样的态度对待本计划书所提供的所有机密资料。4、收件人若无意进行本计划书所属项目，请尽快将计划书完整退回。4、若投资者泄露本商业机密我们将依法追究其法律责任直至其刑事责任，造成损失的将依法要求其赔偿。商业计划编号：彼岸咖啡商业计划书3授权方：彼岸咖啡有限责任公司彼岸咖啡商业计划书4目录1公司概述····························································61.1公司概述··························································61.2公司宗旨··························································61.3公司目标··························································62.项目介绍····························································72.1项目背景··························································72.2产业背景··························································73.市场分析····························································93.1市场环境分析······················································93.2大学生群体分析····················································94.营销策略···························································114.1价格定位··························································114.2销售促进计划·····················································114.3日常运营计划·····················································124.4营销机会和威胁分析··············································124.4.1SWOT分析·······················································124.1.2消费者群体分析················································135.经营管理···························································206.财务································································256.1前期投入··························································25彼岸咖啡商业计划书56.1.1咖啡店店面费用················································256.1.2装修设计费用···················································256.1.3装修、装饰费用················································256.1.4设备设施购买费用··············································266.1.5开业费用·······················································276.1.6周转金··························································276.2销售和成本计划···················································286.3现金流动计划·····················································287.融资方案和回报····················································298.关键风险问题·······················································308.1技术风险分析与规避··············································308.2市场风险分析与规避··············································308.3管理风险分析与规避··············································308.4竞争风险分析与规避··············································318.5财务风险分析与规避··············································318.6.团队风险分析与规避·············································319.创业计划表述······················································33彼岸咖啡商业计划书69.1近期发展目标（1—2年）·········································339.2中期发展目标（3—5年）·········································339.3远期发展目标（5—7年）·········································33附录··································································35彼岸咖啡商业计划书71.公司概述1.1公司概述彼岸咖啡有限责任公司是一家以休闲娱乐为主题的餐饮公司，公司的目的在提供优质服务的基础上，更重要的是传播一种文化，一种积极向上，健康进取的思想，在大学城这个特殊的地方形成一个思想交流中心和健康文化中心。公司以人为本，全面提升服务质量，为每个消费者提供贴心化的服务，全面跟踪消费者的满意度，不断完善自身的不足，把顾客视为“上帝”是我们一贯的经营宗旨.我们将提供规范标准统一的服务，并通过良好服务来树立口碑，打造我们独特的品牌。1.2公司宗旨：让目标群体在彼岸咖啡馆中享受休闲与娱乐时光。1.3公司目标：我们不断改善服务，提高每一个顾客的生活质量。彼岸咖啡商业计划书82.项目介绍2.1项目背景喝咖啡是一种流行，同时喝咖啡也成了一种文化，一种情调和一种生活方式。咖啡厅已正在成为人与人沟通和自我享受的一个重要场所，它的价值在于它能提供给消费者高层次的精神享受。咖啡不仅仅是一种饮料，而是一种氛围文化和生活追求。经济和社会的发展必然映射到校园中来，咖啡文化消费在校园市场大有可为。大学城是大学生极为密集的地区，同时整体上知识文化素质比较高,接受了较多西方思想和生活方式，易于接受新事物。大学生有强烈的追求较高品位的生活方式的欲望，有一部分群体消费水平较高，有较多的可支配收入购买非生活必需品。在大学城内经营一家咖啡店，一方面可以丰富教师与学生的生活，另一方面对于经营者而言，潜力巨大，大有可为。2.2产业背景咖啡――世界三大饮料之一，一个西方的舶来品，在中国确是家喻户晓，有着极为深远的历时背景和现实意义。咖啡、西餐的真正兴起，应该是从２０世纪９０年代末开始的。其发展速度之快，在短短十来年时间内，达到了前所未有的行业繁荣。现在随着改革开放经济蓬勃的发展，有着大批的外商和白领长期处在高节奏、高效率的工作和生活加之于受西方文化的种种因素，造成了这个咖啡销量不断上升。故咖啡消费主要群体也就是外商、白领、旅游者和居家百姓。2011年调查表明：咖啡终端销售市场依次为：咖啡及西式快餐连锁店、星级酒店、西餐厅。其中咖啡馆及西式彼岸咖啡商业计划书9快餐连锁店主要有上岛咖啡、星巴克咖啡、真锅咖啡，麦当劳、必胜客，这些连锁店平均每月销量在21.18吨，占30.18％；其次星级酒店每月平均销量在16.47吨，占23.47％；西餐厅平均每月销量13.53吨，占19.28％。随着时代的发展和人们生活理念的进一步改变，咖啡业也在以一种迅猛的速度发展。彼岸咖啡商业计划书103.市场分析3.1市场环境分析2008--2011年中国咖啡市场经历了高速增长的阶段，在此期间咖啡市场总体销售的复合增长率达到了17%；高速增长的市场为咖啡生产企业提供了广阔的市场空间，国外咖啡生产企业如雀巢、卡夫、UCC等企业纷纷加大了在中国的投资力度，为争取未来中国咖啡市场的领先地位打下了良好的基础。咖啡饮料主要是指速溶咖啡和灌装即饮咖啡两大类咖啡饮品。在速溶咖啡方面，2005--2009年间中国速溶咖啡市场规模年均增长率达到16%，显示出还处于成长阶段的中国速溶咖啡市场的高增长性和投资空间；在灌装即饮咖啡方面，2008--2010年间中国灌装即饮咖啡市场年均增长率也同样达到15%。未来几年，中国咖啡饮料的前景仍将被看好。现今咖啡店主要是以连锁式经营，市场主要被几个集团垄断。但由于几个集团的咖啡店并没有特别主题，很难配合讲求特式的年青人。我们亦有考虑到其他饮品店的市场竞争状况，但发现这些类似行业多不是以自助形式经营，亦很难配合讲求效率的年青人。故我们认为开设自助式主题咖啡店能达到年青人的需要，尚有很多发展空间。有数据表明，中国的咖啡消费量正逐年上升，而有望成为世界重要的咖啡消费国。3.2大学生群体分析年龄：18--25特点：在中国，大部分大学生经济来源主要来自于父母，他们拥有较高的知识文化水平，有区别于其他群体独有的价值观。他们追奇求新，尊重个彼岸咖啡商业计划书11性，紧跟潮流，渴望独立，寻求刺激，却又带有些许怀旧，希望获得成就感、归属感和安全感。彼岸咖啡商业计划书124.营销策略4.1价格定位精准企划在做咖啡产品价格测试时并没有界定每瓶咖啡的容量，目的就是要了解消费者认为每瓶咖啡产品最适合的价格定位是在哪个价格区间，从而为咖啡产品的价格定位提供消费者需求的数据支持。调查结果显示，消费者认为每瓶咖啡价格在10—20元的选择比率最高,达到25.3%；其次是认为每瓶咖啡的价格在少于10元的比率为22.4%；选择在20—30元之间的比率为13.5%；选择其它价格区间的消费者比率很少。从调查数据中我们可