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Seventh Paradise Coffee Shop is not only a coffee bar, or rather a place for relaxation. It offers different kinds of coffee, desserts, books and flowers. Customers bring them back or simply enjoy them in my shop. Besides, I am excellent at dealing with issues of Organizational Behavior. I likewise have excellent proficiency in human psychology and marketing. Therefore, I have the abilities to run this shop. Seventh Heaven Coffee shop targets at white collar neighborhood and some companies which need flowers to embellish the site of activities.
Therefore, it lies at the street corner with sophisticated environment near multinational business corporations in Suzhou.
Seventh Paradise has to face or avoid a number of dangers, particularly some strong rivals, such as Starbucks, UBC Coffee and DIO Coffee Shop. However my shop has powerful competitive benefits to face the challenges. Furthermore, our market-oriented objective is “make people delighted and unwinded in the Seventh Paradise Coffee shop by supply tasty coffee, warm aromatic memories and dreams from books.
” The main financing objectives are to get first-year sales profits of 1 million yuan, and break even early a minimum of accomplish 3 million RMB in 2nd year.
After on track, store scale and financial benefits will increase year by year. To accomplish this goal, we should make sustaining efforts on marketing methods, such as promo strategy and rate technique. This new mix coffeehouse will succeed and this service idea deserves pursuing. Area 1: Personal Skills, Qualities and Experience I have actually acquired an MBA degree from the Liverpool University 5 years ago.
After that, I have actually worked in a regional business for four years. Then I came back to my nation and planned to do pioneering work.
So I have some basic abilities and work experience to operate this coffee shop. I have learned many useful skills and valuable knowledge from university. Firstly, the Organizational Behavior Study covers three levels of analysis, but intertwined, such as individual, group formation and decisions making. So it is practical for me to do the business. Secondly, I was interested in the course of Marketing when I am a student. It has huge effect on my occupational career. However, these courses just are foundation. My work experience background is a critical element for later entrepreneurial career.
Nevertheless, I still need some other outside help. About initial capital, it comes from my personal savings (1. 5 million RMB) and my parents’ investment (0. 5 million RMB). In addition, recruitment and selection of good employees is vital part of success. My mother was a senior accountant before, so she could help me manage finance matters. Besides, I also need a first-class barista and a pastry cook, a waitress and a waiter with good looking, as well as a professional purchaser. Section 2: The Business Idea and Market Assessment
Product and service Before making decision to start business, I used questionnaire to get and analysis customers’ demand. So Seventh Heaven Cafe is not only a coffee shop, or rather a place for relaxation. It sells different kinds of coffee, desserts, books and flowers. Customers bring them back or just enjoy them in my shop. My coffee shop called Seventh Heaven, this name represents happy, pleasure and relaxed. I want to my customers get out of the pressure and tiredness, enjoy the release of soul and physical relaxation in Seventh Heaven.
Relaxation can bring comfortable feeling to you and have benefits to your health. When you come in the Seventh Heaven, you will feel the music in the air washing your spirit and smile of waiters warming your heart. The flowers tinged the air with their light fragrance. At spare time, you could read a good book alone and drink a cup of delicious coffee, or talk with your good friends with some scrumptious snacks. Owning good books, intimate friends and a serene heart, that is a perfect lifestyle. This is something I want to provide to people, enjoy life, and live in the moment.
Target market and customers One of our target markets is white collar employees with middle or high income. These people pay more attention on quality of life and have a good consumption level. Another is business customers, which need flowers to decorate the site of activities, parties, events or meetings. Competition However, there are some strong competitors in this market, especially Starbucks. It is the world’s largest coffee shop chain from America. Starbucks enjoyed a higher reputation and strong brand effect in China.
There are about 31 Starbucks in Suzhou alone, but some problems are observed in the course of rapid extension. For instance, single and boring of the unchangeable products and service is a big weakness. To the contrary, Seventh Heaven Cafe provides a combination service and products to customers. It is a novel and creative form to attract people. Besides, high quality service and elegant environment are our powerful points of attraction. Sales and marketing strategy To gain more customers, the price of our products is slightly below the Starbucks.
Internet advertising and posters are effective for publicity. Furthermore, we use push money and allowance to motivate my employee to increase sales. Critical risk factors Despite of these, some risks still exist, for example some people are reluctant to try something new, or we make losses at early stage. All of budgets are based on the business feasibility study, but there are so many unpredictable changes in the reality, the cash flow may be not enough. Moreover, the shortage and outflow of talent in related field are hidden trouble for the business.
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