Flower Shop Business Plan 1, Project Name: Beautiful Flower Shop
Second, the project strategy of the company
1. Flower shop task
On the basis of providing products and services, effectively open up sales channels and promote the great development of the flower market. Our perfection will be a lovely messenger, sending my best wishes.
Create the best living environment for mankind!
2. Company objectives
Based on the school, serving students, radiating Dazhou and creating a perfect flower shop.
This flower shop will spend a year to build a certain popularity among consumers on campus and strive to make ends meet. During the investment period, only Dazhou Vocational and Technical College was selected as the pilot market, with a representative market capacity of over 7,000 people. The pilot period is one and a half months. When the model is successful, it will be vigorously promoted and sold online. After three to six months of operation, it will be expanded to other markets.
Third, business environment and customer analysis.
1. Industry analysis
"Perfect Flower Shop" is a service flower shop for 7,000 college students in vocational colleges, so the target consumers are college students. Therefore, the tentative target consumer groups are mainly college students of Dazhou Vocational and Technical College, and will gradually expand the market in the future. Take Dazhou Vocational and Technical College as an example, there are nearly 7,000 students of all kinds, plus nearly 30,000 college students in Sichuan University of Arts and Sciences, and the target consumers are nearly 40,000. The capacity of the target market will be
2. Analysis of survey results
Our flower shop focuses on the customer analysis of college students in Dazhou, mainly using questionnaires and individual interviews. This time, we sent out 50 questionnaires and collected 40. Due to the limited time, the number of questionnaires is small, but it still reflects the consumer psychology and needs to some extent.
(1) Have obvious curiosity, innovative convergence, and listen to the introduction of classmates or friends to produce purchase behavior.
⑵ The purchase behavior is basically emotional, but it is rational due to the influence of one's own economic income, so one will generally choose a variety with lower price but stronger romantic color.
⑶ College students have no fixed purchase pattern, and their purchase behavior is often casual.
Strong ability to accept and absorb new things, pursuing fashion and advocating individuality.
5. The factors influencing product purchase are: price, variety, packaging, service, etc.
[6] The purchase behavior is very festive, generally focusing on Teacher's Day, Valentine's Day and Saint's Day.
Around Christmas and friends' birthdays.
3. Target customer analysis
College students generally don't ask about the price, and tend to express their feelings by the number of flowers they buy. For example, most points 1 (you are the only one for me), 3 (I love you), 19 (I have been in love for a long time), 2 1 (like) and so on. On Teachers' Day, flowers are often ordered according to the class size. Packaging usually tends to.
Fourth, business strategy.
1. Team members:
Su * * (group leader) is mainly responsible for the operation and management of the flower shop.
Zhang San is mainly responsible for the development plan.
Li Si is mainly responsible for business strategy and project planning.
Wang Er is mainly responsible for market research and result analysis.
2. Marketing strategy analysis
2. 1 brand strategy
At the beginning of the flower shop construction, we attached great importance to the brand. On the brand packaging, according to the detailed market research and bold prediction, the artist adopted the design scheme of combining static and dynamic, carefully planned the visual image and text font, and strived for unique innovation.
2.2 The price strategy is perfect. Flower shops strive for perfection in raw materials, packaging and service, and strive to give customers the greatest enjoyment and psychological satisfaction. Take both the price route and the quality route to meet the needs of consumers at different levels.
2.3 Promotion strategy
(1) publicity strategy
Make use of school radio stations, newspaper columns and publicity columns for free publicity, make use of the advantages of website information flow for publicity, highlight the image, establish good relations with major newspapers, local radio stations and TV stations, and adopt a mutually beneficial and win-win strategic model.
(2) service.
The service of Perfect Flower Shop must be first-class. For distribution team members, as long as there is an order, it must be delivered on time according to the order requirements, and it is a smiling service. In terms of after-sales service, the customer service department is responsible for the following ways:
1. Call to thank you or send an email for friendly reminder service, and send e-cards to customers on major holidays.
2. Establish consumer questionnaires, attach gifts, and grasp the first-hand information of consumer demand.
3. Customers who buy flowers or order for the first time will receive vases with flowers and enjoy preferential prices, and enjoy the membership price after becoming members.
Exchange information and feelings with consumers on the Internet from time to time, and answer questions that customers are most interested in.
You must answer the consumer's questions in detail and smile.
Channel construction
At present, flower shops mainly establish business relations with first-class wholesalers. When choosing wholesalers, their business performance, reputation and cooperative attitude are generally examined.
Whether the goods are timely or not requires wholesalers to have several marketing outlets in different areas of the same city, so that university distributors can pick up flowers on the spot. Usually, they sign cooperation agreements with wholesalers and reach agreements on issues such as price and product quality.
3. Perfect flower shop strategy implementation
1. Market Scope Selection Only Dazhou Vocational and Technical College is selected as the pilot market during the investment period. The market capacity of this region is more than 7,000 people, which is representative. The pilot period is one month. After this model is successful, it will be expanded to other markets.
2. Focus on promoting customers. The target audience is mainly students, who are interested in fashion and tend to lead the trend. For engineering students with strong logical thinking, we use the early audience to spread and achieve the publicity effect.
3. Make publicity at the beginning of each semester, and distribute leaflets to the student dormitory. The publicity contents include:
(1) Hang banners with uniform colors, with 3-5 banners on the main road of the campus, with the theme of "Perfect Flower Shop" address and "Campus Flower Shop Grand Launch".
(2) Set up a publicity platform in places with high traffic on campus, such as the entrance of dormitory and near the canteen, place a publicity board, introduce the contents of the flower shop in detail, and put flowers in kind to publicize and distribute gifts on the same day.
(3) Please ask the school radio station to broadcast the publicity materials drawn up by the propaganda department of Perfect Flower Shop every morning, afternoon and evening for several days.
(4) In order to create an atmosphere, arrange two ladies to wear ribbons with the address of "Perfect Flower Shop" to explain and organize a lucky draw. Winners can order flowers below 20 yuan on site, and the florist will pay the fee.
On the day of publicity, please invite the relevant media of the school to report on the spot, such as the school press corps and local TV stations.
V. Prediction and analysis of marketing effect
1. Turnover income
According to the investigation and analysis, it can be predicted that the daily sales of major holidays will be above 500 yuan.
2. Payment method
cash payment
3. Ordering method
E-mail order, direct access to the "Perfect Flower Shop" website campus flower shop order, telephone order. In addition, we focus on launching SMS orders that are popular with students.
4. Younger customers, 100% are young people, mainly male students; They have high reputation, high cultural quality and no bad debts.
5. Consumption characteristics
Flowers below 60 yuan are the most popular.
Estimation of operating cost of intransitive verbs
1. Principle:
Use every penny on the cutting edge and give full play to the value of every penny.
2. Initial investment:
During this period, the funds were mainly used for store rent, store layout, product procurement, early publicity and logistics distribution.
In fact, it is estimated that it will cost about 3000 yuan. It takes about a month for a flower shop to go from layout to normal operation.
3. Second-stage investment
At this stage, our service will spread to all the universities in Dazhou. The content of the service will be greatly expanded and the quality of the service will be further improved. The main sources of funds are the accumulation of early profits of flower shops and the introduction of foreign funds, such as bank credit.
Seven. capital budgeting
1. Store rent 1500. Store layout in the first year, flower seed procurement in 700 yuan, publicity expenses in 500 yuan, 300 yuan.
2. The average purchase price of each flower is 65438+ the average selling price is 50 cents in 0.0 yuan and 3.0 yuan. The average profit per flower is 1.5 yuan.
Daily average sales of 50 sets, 75 yuan monthly profit of 2250 yuan.
Solid: normal operation for 2 months can make money.