The quality of business plan often determines the success or failure of an enterprise. For start-ups, the role of business plan is particularly important.
First, the occupation description
Fatou is located in Chaoyang District, Beijing, east of the Fourth Ring Road and south of Beijing-Shenyang Expressway. In recent years, with the development of nearby Cuicheng and Overseas Chinese Town and the establishment of Happy Valley, the number of residents in Fatou community has expanded, the overall consumption level of residents has improved, and the demand for culture has also increased.
There is a Xinhua Bookstore, four newsstands and a private bookstore in the whole Fatou District, so the competition for running private bookstores is not very fierce. So I chose to open a company called. A good bookstore? This bookstore, which combines renting and selling, covers an area of about 60 square meters. The main business scope is to rent novels, health care, comics, cookbooks and fashion magazines, and also sell these books at a small discount, plus sell supplementary books and newspapers for primary and secondary schools. Because there are four schools within 300 meters of this bookstore, its main customers are students, and at the same time, it also serves the nearby residents and enriches their spare time. There are no rented books in Fatou community, so the life cycle of this bookstore is still in its infancy. Bookstores are wholly-owned, mainly relying on renting and selling books for profit.
The bookstore is expected to open in the middle and late August this year. The business hours are 10: 00 to 7: 30 pm every day, and there is no rest on holidays (except the Spring Festival holiday).
Second, the product/service planning
Our service is mainly to rent books, and the annual membership method is 1, and the membership fee is 50 yuan, of which 10 yuan is available; 2. Membership fee 150 yuan, of which 100 yuan can be used, and 15% discount can be given for borrowing books; 3. If you want to? Vip？ Membership fee 300 yuan, you can use the 200 yuan in the membership fee, and you can get a 10% discount on borrowing books. The privilege is that the clerk can receive and deliver books at home. All of them? Book rental membership card? It can be used by more than one person, but only one book can be borrowed from a card at a time. Only one person's ID number and contact information can be registered when handling the card, which is convenient for our store to prepare small gifts for members' birthdays. Handheld? Book rental membership card? Some customers can also enjoy a certain discount when they buy books. Book rental membership card? Book rental business is not allowed.
In terms of rent price, if the book price is below 20 yuan, the rent is 1 yuan per day and the lease period is 3 days; Book prices range from 20 yuan to 35 yuan, with daily rent.
2.5 yuan, 4 days. For each day of renewal, 5% of the book price will be charged as the renewal fee, and the maximum amount of renewal fee is the book price of the book, and the excess is regarded as sold. This practice can not only urge consumers? Speed reading? , but also greatly improved the turnover rate of books. Take a monthly magazine of 20 yuan (purchase price 16 yuan) as an example. If you rent it at least eight times a month, your income will reach 24 yuan. The profit source of bookstore is 65% book rental +30% book sales +5% newspaper sales.
We can also buy books for our customers, which will arrive in the store within 3 days. You need to pay 50% of the book price before buying, and generally do not enjoy discounts.
Third, the market analysis
(A) Analysis of service objects
The schools near the bookstore are Fatou No.2 Primary School, Fatou Middle School (junior high school), Chaoyang District Institute of Chemical Technology (technical secondary school) and Biology College of Beijing Union University, so the students served by the bookstore are mainly students aged 13 to 2 1 year. Bookstore is positioned as a new market to serve existing customers. At the same time, because there are three residential areas near the bookstore, the number of residents is about 3000, of which the elderly have reached 50%. Therefore, bookstores will try their best to meet the needs of residents.
As we all know, there is a library in the school, which will undoubtedly reduce the turnover of bookstores, but the school library also has its own shortcomings, that is, the market response is slow and the book turnover is low. If a new book on the market sells well, only the school library can buy it, but the shelf time is often delayed until half a year or a year later. Because of this, this bookstore will seize this opportunity and enter some emerging bestsellers for customers to enjoy. As for comics, there is already a fairly solid mass base, especially for14-28-year-old' contemporary urban teenagers', who are just fledglings and unwilling to grow up. According to the heart
According to the experts of scientific consultation, the social pressure and the pressure of work and study are heavier now, while the cartoon and cartoon image are often shaped with human touch and idealization. Adults can get some spiritual sustenance by watching cartoons, relax, relieve work pressure and adjust their mood. In this way, I believe that parents will be more in favor of students watching humorous cartoons like robot cats than video games. In order to reassure parents, our bookstore will carefully select comic content, especially to prevent pornography and excessive violence. In addition, in order to meet the needs of nearby residents, our store will also rent and sell some books and recipes on health care. In view of the proximity to primary and secondary schools, it is expected that teaching AIDS will sell well. However, there are too many supplementary books on the market now. Therefore, our bookstore mainly only buys supplementary books matching with students' textbooks, and their purchases only account for 8% of the bookstore's inventory. In addition, I will buy supplementary books in winter and summer vacations, and try to sell them at preferential prices after one and a half months on the shelves.
(2) Planning of listing and promotion activities
The bookstore was opened in the middle and late August when students started school. In order to expand the popularity of the bookstore and cultivate loyal customers, a notice will be posted on the window bar outside the store before opening the store, introducing the general situation of the book varieties, service methods and main bibliographies of the store. , then announce the discount promotion activities of teaching AIDS, some novels and health books, and finally explain the preferential way: 5% on the first day, and 10% on the second day and the third day. This method has been practiced by a bookstore in South Korea. As a result, there were not many customers on the first day, and most of them came to read the bibliography and inquire about the actual situation. The next day, it gradually increased. On the third day, when the discount is 15%, customers will compete. After a few days of full sales, the limited discount books have all been sold out before the 60% discount. This method can improve the popularity of bookstores and expand their popularity. Of course, in addition to window announcements, the promotion of opening a store will also use leaflets.
After that, the bookstore will organize other promotional activities. For example, on Women's Day, every female member can rent a book for one day. On Children's Day, all children under the age of 12 can enjoy the gift-giving activities of buying books that day. Besides, will our store have it on weekends? Time discount activities? This is a discount to attract customers when the flow of people is small and the sales volume is cold.
If the sales volume in the store is not high within two months after opening the store, will it be launched in the store? Different members? Methods of book promotion. According to the sales contribution, customers are classified, and platinum membership service is implemented for customers who buy books frequently and in large quantities. Subscribe to a membership card? , enjoy a 10% discount for every purchase of 100 yuan or more; Give gold card treatment to customers who rarely buy books but buy large quantities, and enjoy the same preferential discount for each purchase of 150 yuan or above; For those who rarely buy books, and buy a small amount of books, you can give a silver card service (you can buy more than 5 books), and you can enjoy the same preferential discount every time you buy more books than 200 yuan. I believe this marketing method can not only effectively prevent the loss of existing customers, but also attract new customers to patronize.
Purchase analysis
Because the hair is not far from the Beijing Sweet Water Garden book wholesale market, the place to purchase goods is there. If you want to make bookstores popular and books sell well, you must master the method of purchasing goods according to your own characteristics. Our store mainly grasps three aspects of purchasing goods: 1, booking in advance and replenishing at any time. Generally speaking, we should pay attention to the festivals and holidays that the target readers care about, and determine the book types according to the sales situation. If the winter and summer vacations are coming, bookstores can buy a large number of copying books and posts for students to practice calligraphy during the holidays; If the Spring Festival comes, in addition to gift books, books with popular tastes such as couplets and riddles will also be very popular. You can't buy too much at a time. If you find too many books, you can make them up in time to avoid shortage.
2, mass entertainment, popular science books, professional books as a supplement. There are few readers of professional books, so bookstores should focus on mass entertainment and popular science books. When ordering, they should pay attention to collecting market information and listening to readers' feedback. Professional books should be reserved by customers as much as possible, and on the basis of customer reservation, the market share of professional books should be expanded to meet multi-level customer needs.
3, influential and controversial bestsellers should grasp the quantity and buy in time. Due to the limited liquidity, this bookstore cannot afford the risk of overstocking books. So in actual management, bookstores should implement books? 20:80? Standard elimination system, that is, only 20% of the books accounting for 80% of the sales volume are retained, and on this basis, the buyers are assessed, and the performance of the buyers is assessed by comparing the purchased varieties with the sold varieties, and the salary is linked to the performance.
Fourth, the location environment analysis
The bookstore is at the corner, that is, the intersection of two streets, which is the stagnation point of people. Because the west side of the bookstore 170 meters is the gathering point of the station, the direction of people flow mainly from the east side of the bookstore to the west side of the bookstore. Fortunately, this place is still
The only way to unite the teaching area and residential area of a university. In fact, the corner position itself has two major advantages. First, it can increase the display area of the bookstore window; Secondly, because the traffic between the two streets gathers here, there are more passers-by to take care of it. Therefore, the bookstore needs more than two entrances and exits to alleviate the crowd congestion, so we decided to set the main entrance in the east section of the store with a large flow of people, and the other side door is facing the south section of Fatou Street.
Verb (abbreviation of verb) opponent analysis
Xinhua Bookstore is more than 500 meters away from our store, so I won't analyze it here. The main competitors to be studied are private bookstores and newsstands more than 20 meters away from our bookstore/KLOC-0.
Private bookstore: it has a certain history in Matou, with a storefront of about 70 square meters. Now we mainly sell audio-visual products and various classic novels, as well as magazines, stationery and cold drinks. There are only three daily staff in this bookstore, and the book turnover rate is low, and the business is usually deserted. Customers who enter the bookstore mainly buy audio-visual products and game CDs. Therefore, the business scope of bookstores has changed from books to audio-visual products market.
Newsstand: This newsstand is the smallest of all newsstands in Fatou. It usually has short business hours. In addition to selling books and periodicals, we also sell mobile phone recharge cards and various cards.
Because the audio-visual products of private bookstores have been recognized by customers and the card selling business of newsstands is very common, our store will not carry out these two businesses in the next few years. According to the market survey of periodicals purchased in Fatou Community, it can be found that legal daily, Beijing Evening News, China TV news, readers, companions, story meetings, mottos and youth abstracts are all hot-selling products in the community, so these are the main types of books and periodicals purchased in our store. However, the purchase amount of each book will be controlled in a small range at the beginning of opening the store, with the aim of testing the market demand.
Management planning of intransitive verbs
Our store has two entrances and exits in the southeast, and we need to set up cashier in both stores. In addition, our store also needs special staff to control member information through computers, and the staff who purchase goods also need professional qualifications, and it is best to bring their own purchase equipment. Because the bookstore is a service-oriented operation mode, holidays are endless, so it is necessary to arrange more employees to take turns to ensure that each employee can take a rest 1 to 2 days.
In addition to membership management personnel and professionals needed by buyers, other personnel in the store can be hired from laid-off and retired people in nearby communities. In addition, in-store shopping guides can also recruit college students to do part-time jobs.
Seven. Human resources planning
According to the current size of the bookstore, there are 3 cashiers, 3 buyers (including 2 part-time workers), 2 membership managers and 3 in-store shopping guides. In order to ensure the safety of the bookstore at night, we need to hire three overtime workers to be on duty at night. According to this statistics, our personnel need 14. Among them, the in-store shopping guide can only hire 2 people full-time, and arrange college students to work hourly on weekends.
The cashier's monthly salary is 800 yuan, the in-store shopping guide is 700~800 yuan per month (subject to the working hours), the full-time buyer is at least 1000 yuan per month, the part-time buyer is at least 600 yuan per month (all buyers implement salary-performance-linked calculation), the member manager is 800 ~ 1000 yuan per month (subject to the membership amount), and the security guard is in 700 yuan every month, during the peak sales season.
Eight. Financial demand and application
Total investment: 450,000 yuan; Working capital: 50,000 yuan.
1. Goods distribution insurance premium: 120000 yuan, according to the standard of 2000 yuan per square meter and 60 square meters * * *
2. Decoration: 30,000 yuan including bookshelves and facades.
3. Business equipment: including computers, sales management software, membership card fees, telephones, air conditioners, cash registers and other equipment, totaling 30,000 yuan.
4. Opening expenses: including registration, opening marketing and employee training. * * * 50,000 yuan.
5. Total annual operation and management cost: monthly operation and management cost *12 = 220,000 yuan.
Monthly operation and management cost: about 18000 yuan.
(1) Rent: 2,500 yuan.
(2) Water and electricity charges: 120 yuan.
(3) Telephone and Internet access fee: 300 yuan.
(4) Personnel salary: 12000 yuan.
5. Business tax: 7,500 yuan (the estimated monthly turnover in the first year is 65,438 yuan+5,000 yuan).
[6] Purchase fee: including transportation equipment use fee, totaling 4,000 yuan.
The purchase order takes three months as the cycle, and it is estimated that the turnover in the first year will be above 15000 yuan, and the turnover in the second year will reach about 20000 yuan. In this way, the cost can be recovered after two years. In order to adjust the planning in time, the shopkeeper will make a monthly cash flow statement and a capital profit and loss statement in the first year of opening the store, and quarterly in the second and third years.
Nine, risk assessment For bookstores, the most feared thing is floods and fires. So stick it in a conspicuous position in the store? No smoking? Notice, and equipped with 2 to 3 cans of fire extinguishers, at the same time strengthen the training of fire prevention awareness of shop assistants. The problem of preventing storm and blizzard should be considered when decorating the storefront, which requires strengthening the protection of ceiling and windows.
In order to prevent damage and theft, the bookstore tries to leave no one for 24 hours. There will be two security guards on duty from 7: 30 pm to 7: 30 am every day, and the owner will take care of the normal business hours after 7: 30 am (10: 00 am). Our store will insure 6.5438+0.2 million yuan from the insurance company every year, and more insurance money will be added with the expansion of the store or the increase of turnover in the future.
X. Growth and development
Two years later, if it is profitable as expected, it is planned to expand the business area and set up several sofas in the next one to two years. Books, yes, at the same time, there are all kinds of drinks and snacks in the store to provide customers with a more comfortable reading environment. Five years later, if the bookstore turnover is still stable, consider building a chain store in Fatou District.
If the actual situation is not as ideal as the current expected plan, our store will adjust its marketing strategy in time. If it still loses money within three years, it will close down after handling all the books.
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