目 录
一、
二、
三、
四、
五、
六、
七、
八、
九、
十、 执行总结 ???????????????????? 1 服务介绍 ………………………………………………?? 2 公司介绍 ……………………………………………??? 2 市场分析 ……………………………………………??? 3 营销策略 …………………………………………???? 5 经营管理 …………………………………………???? 7 创业团队 ………………………………………????? 8 财务状况 ………………………………………………?? 9 融资方案和回报 ?…………………………………………10 关键的风险与问题 ……………………………………??10 十一、 法律与政策 ……………………………………?????10 十二、 附录 ………………………………………………????11
创业计划书
一、执行总结
1）公司：
雅蜜（Yammi，音同英文yummy，意为：好吃）饮食文化传播股份有限公司是地方特色饮食文化传播的机构。从事地方特色饮食项目、食品研究与技术开发、餐饮运营培训、餐饮咨询策划与品牌规划服务，专心致力于地方特色饮食文化的传播与推广。
雅蜜饮食文化传播股份有限公司在现有餐饮经营模式上努力创新，采取连锁经营、统一管理等现代化模式。
2）服务：
公司服务特色：与小吃加盟商和谐共建“袖珍”小吃一条街，产生并运用规模效应。力争达到多“赢”的效果。
公司致力打造并推广一种全新的小吃饮食文化理念。力图改变小吃（零散商贩所卖小吃）在人们心中不卫生，不地道，档次低，规模小等一些不好的印象，同时发扬小吃的风味独特，实惠等优点，再加强地域文化的注入。给消费者一种吃小吃就是品味享受当地文化的感觉。
这正是本公司服务与其他同行业公司相比的优势所在。
3）市场:
行业趋势：
随着我国国力的加强，人民生活水平的提高，居民的个人餐饮消费已 - 1 -
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成为拉动我国餐饮业的主要力量。而且我国的餐饮业销售额已连续16年保持两位数的增长，20xx年全国餐饮业零售额将实现1万亿元的跨越。餐饮业有“百业以餐饮为王”之说，且一向被视为一枝独秀，也是最具吸引力的行业之一。它利润高，资金回流快，每天经营所收的都是现金。而货源方面，可以用赊账方式购入原材料，定期结账，胜于其他行业。通过我国专业机构研究调查报告和国外发达国家对比表明，中国的餐饮市场远远没有达到饱和。
因此，餐饮业仍有无限的商机。
目标市场：
本公司的前期目的市场是大学城与开发区（以中青年为主的人口密集但场地租金相对便宜的地方）。
4）竞争状况:
就大学城与开发区这一地域而言。现有竞争对象决大多数为个体小吃商贩，潜在竞争对象各类特色小吃小吃连锁店。
现有竞争对象：私人商贩
优势：多小摊的形式存在 数量很多，产品价格便宜。
缺点：市场较窄且集中，档次较低，不卫生，不地道，不能满足现在广大群众以饮食作为消遣娱乐的高要求。
潜在竞争对象：小吃连锁商铺
优势：品牌效益 档次相对较高 产品价格较贵
缺点：数量很少，多在地段繁华的闹市区。以外卖形式为主，不能普遍的完全满足顾客的需求。
而本公司的“袖珍”小吃一条街正是能扬长避短，同时利用小吃在饮食行业的独特性产生规模优势。
5）资金筹备：
资金主要来自与风险投资公司和公司内部人员入股以及小吃加盟商入股 - 2 -
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等。
二、服务介绍
1）特色小吃商大多为私人“企业”，市场宣传差，市场狭窄，消费档次较底，利润较低，竞争力薄弱，而异地销售是小吃的一个优势所在，但个体小吃商资金较少，对外地市场不了解，原料运输成本高，无保障，风险高等劣势，致使地域小吃推广困难。而本公司致力为小吃加盟商提供一个优良的运营环境，为加盟商打开市场，提高档次，降低风险，以及提供原材料配送等方面的服务。
2）由于小吃很强的地域性使其在外地市场基本不受其他小吃的排挤，这一特点使得在同一场地多个小吃商共存成为可能。经过精心的调查与研究并结合实际情况，将不同风味，不同地区，不同形式的小吃商聚在一起。通过统一的宣传与管理，不但不会相互排挤，反而易形成规模效应，吸引更多的消费者前来。
3）消费者可以不花很多钱就能一口气尝遍天下美味。是小吃一条街最受青睐的原因之一，再加上风味地道，一流的服务与舒适就餐环境，打造一种全新的小吃文化理念。这正是本公司服务与其他同行业公司相比的优势所在。
三、公司介绍
经营理念：
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本公司前中期以“外包”（Outsourcing）（非核心业务委外给外部的专业公司或组织）做为经营理念。即小吃的制作与经营由当地（地域小吃）富有经验小吃商（加盟商）负责。
商业模式：概括讲就是 为加盟本公司的小吃商提供一个优良的运营环境（统一的市场宣传，服务管理，原料配送等），以从加盟商手里获得回报为公司收益的主要来源。
目标和商业策略：
雅蜜饮食文化传播股份有限公司是地方特色饮食文化传播的机构，以倡导“传统与时尚、美味与健康”的饮食新文化为己任，从事地方特色饮食项目、食品研究与技术开发、餐饮运营培训、餐饮咨询策划与品牌规划服务，专心致力于地方特色饮食文化的传播与推广。
雅蜜饮食文化传播有限公司在现有餐饮经营模式上努力创新，采取连锁经营、统一管理，致力于饮食文化的传播与推广、广泛收集各地特色饮食项目。
公司状况：
公司初期成立的时候采用直线性的组织结构，由总经理直接向懂事会负责，2年后随着饮食项目的推广将采用事业部型组织结构。公司初期创业团队主要来自华东交通大学的学生，成员各司其职，都具有相关领域的专业知识和运作经验，且优势互补，同时公司拥有交大老师的支持，请经融界资深教授为公司的经营顾问，请人文学院法律系资深教授为公司的法律顾问，并且还将由一家实力较雄厚的律师事务所处理公司相关的法律事务。
公司未来发展方向和策略：
本公司始终以市场为导向，在国内市场，注意品牌和销售服务体系的建立，运用配送、连销等现代化营销流通的理念和方式，不断提高产品知名度和市场占有率。
前期：以本地市场为主（南昌，九江，赣州……）在租金相对便宜且人口密集的地区（如大学城和各种开发区等）开设连锁店铺，获得规模性的竞争优势，并且初步回收资金。
中期：在基本回收成本后，以本地所建立的各个连锁店为模版，建立一托一模式，分批，分层次相继进军全国各地市场，如果市场前景好的话，适时争取成为上市公司。
后期：当在国内市场取得广泛性的较好业绩时，适时抓住机遇，一举进入国际市场！采取与大中型食品企业战略联盟，借助大中型食品企业的品牌效应，出口特色速食小吃产品，产品既要适销对路，更以质量和信誉取胜。其后扩展公司业务，建立自己的原料生产基地，完善体系，做到产销服务一条龙。不断占据整个国内市场。并以联营模式与知名餐饮企业合作，开辟国外市场，进一步开设连锁店铺， - 4 -
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出口小吃产品等。
四、市场分析
市场分析：
中国历来有“民以食为天”的传统，餐饮业作为我国第三产业中的一个支柱产业，一直在社会发展与人民生活中发挥着重要作用。特别是最近几年，我国餐饮业呈现出高速增长的发展势头，成为“热门”行业之一。中国的餐饮业已连续16年保持两位数的增长，20xx年全国餐饮业零售额将实现1万亿元的跨越，人均餐饮消费支出将增长17.6%，达到800元。中国居民的个人餐饮消费已成为拉动中国餐饮业的主要力量。
图表1 94-20xx年我国餐饮业销售额
许多人看到大街小巷都是餐馆饭店，而且关门倒闭现象比比皆是，认为中国餐饮业竞争惨烈，必须有雄厚的资金和优良的技术作保障才能在餐饮业有一席之地，那你就错了。
我们不妨看一看来自世界各地的有关餐饮业的状况。据了解，中高收入国家平均每268人就拥有一家餐馆，而在我国约2000人才拥有一家餐馆。这一数字表明，中国的餐饮市场远远没有饱和，潜力很大。
餐饮业有“百业以餐饮为王”之说，且一向被视为一枝独秀，也是最具吸引力的行业之一。 它利润高，资金回流快，每天经营所收的都是现金。而货源方面，可以用赊账方式购入原材料，定期结账，胜于其他行业。
商界有句很流行的名言，叫做“不满意就是商机。”用到餐饮业中，意思就 - 5 -
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是你分别到10家餐厅去用餐，如果只有1家令你不满意，你就不要再做餐厅这一行了，因为这个行业已经发展得很成熟，没有你的机会了；如果有3家令你不满意，你成功的机会就几乎能达到50%；如果有8家令你不满意，这就是你进入这一行的最佳时机。假如你是一个经营高手，你差不多可以100%地获得成功。就我国目前餐饮业的经营状况而言，令人不满意的程度是不言而喻的，远没有达到一个成熟行业的水平，因此，餐饮业仍有无限的商机。
目标市场：
在中国巨大的餐饮市场前景中，还存在另一块未被大众完全认识及开发的市场，那就是特色小吃！当火锅城，湘菜馆等以经营主食为主的餐馆满街都是的时候。象绝味鸭脖，天津蜜麻花这样的小吃店却了了无几，这也是为什么这些小吃店能一夜成名，连锁加盟络绎不绝。
其实这些小吃在其发源地早不是什么新鲜事，由于同行很多，竞争激烈，而且市场相对狭窄。当地的小吃行业甚至是餐饮业中被冷落的对象。
所谓物以稀为贵，如果在外地开一间特色小吃店，投资不多，店面不大，员工也不需要很多。它既能满足顾客的口味，价钱又便宜，往往很受欢迎。
而小吃一条街更是广大群众消遣娱乐的好去处，常常出现 “摩肩接踵” 的现象。
然而小吃一条街却往往只在少数大中型城市才有，而且数量也很少。
小吃大多都风味独特且价格便宜，但现在的小吃界普遍的情况是多而杂，档次不高且不地道，而随着生活条件的日益改善，这种情况远不能达到广大群众的需求。
本公司正是瞄准了这块还没有被完全开发的巨大市场，提出“袖珍”小吃一条街这一全新理念。并且主要面向竞争相对弱的各个中小城市，在租金便宜且人口密集的地区（如大学城或各种开发区等）开设连锁店铺，获得规模性的竞争优势。
竞争状况：
虽然现在的各地的特色小吃在外地的发展也比较迅速，但相对来说争环境比较乐观，市场潜力 巨大。而且由于地域性小吃其本身的特点，不同地方的小吃基本上处于良性竞争，这是与正餐行业截然不同的：比方说 人们吃正餐，在一个时间段只会在一家餐馆消费，而对于同一条街上的其他餐馆或是同一特色的餐馆而言，无疑是一种“损失”，属于完全竞争，而异地销售小吃则不然，属于不完全竞争（当个别出售者具有一定程度的控制某一行业的产品价格的能力时，该行业就处于不完全竞争之中。）
目前的餐饮市场上小吃商家虽然不少，但多以小摊的形式存在且他们的市场较窄，档次较低且不十分地道，不能满足现在广大群众对饮食消遣娱乐的高要求。
中档次的小吃多以连锁商铺的形式存在，且数量很少，多在地段繁华的闹市区且以外卖形式为主。
竞争优势：
我们的前期目的市场是大学城与开发区，现有竞争者多为规模小的散户，相比之下我们的竞争优势体现在服务周到，环境优越，消费档次与小吃风味地道等方面满足这类市场（大学城与开发区）消费需求的空白。
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潜在竞争者为各类连锁小吃店，相比之下我们的竞争优势体现在小吃种类“多”，在广大消费者形成 “小吃一条街”的印象，获得规模性的竞争优势。
五、营销策略
市场定位：
小吃大多都以味美兼实惠著称，被广大人民群众所接受.。随着国内近几年经济的高速发展为了既迎合广大群众的需要又满足部分消费群体对饮食的要求，公司初步把产品定位在中低档消费。
市场策略：
1、需求引导
本公司通过对未占领的市场进行调查分析和预测，采取引导的方法，把顾客的潜在需求转变为现实需求。
2、产品创新
本公司竭力食品研究与技术开发扩展地域小吃的价值，而价格提高不多或者不提价，为顾客提供实惠，受到顾客的青睐。
3、产品整合
产品整合包括化零为整和化整为零：化零为整如将风格相近或风格迥异的几种小吃组合为一个整体销售（套餐）。化整为零：将大份量小吃，小巧化。
4、异地销售
不同的地域文化造就不同的市场需求，从而形成了巨大的潜在市场，突现出小吃的地域性，这也是本公司营销策略中的核心内容。
广告：
短期战略：
1、户外广告
2、娱乐活动
3、结合时事
长期战略：
1、杂志、报纸
2、广播、电视
3、传单
4、网络（BBS，邮件，QQ弹出广告，网页）
5、手机短信
促销方式：
1、特色促销
宣传地域小吃当地的习俗，同时推广促销当地小吃。
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2、情感推销
用情感作崔化济推动产品销售，推出如“桂花年糕”（春节）“老婆饼”（妇女节）之类的促销活动
3、文化传销
以文化引导消费，为地域小吃注入丰富的知识文化内涵。（如各类小吃的由来，在当地文化中的作用与地位等）
小吃作为一种特殊的食品生产，应该具有其独特的发展规划，以各地不同口味为基准，采取“各个攻破”的方针，将小吃深入推广。同时应注重“人无我有、人有我优”的策略，发展创新型经济，进一步打开产品市场。
六、经营管理
1）内部管理规范化：
建立一套符合自身的标准的管理体系。首先衡量自身位置，做出价值判断；其次，掌握先进科学的管理知识；最后，根据自身情况规范标准。
2）服务流程规范化：
餐饮业是以服务为主导的。总的来说有两点需要抓牢：首先以顾客为中心，其次以节源为根本。
3）产品制作标准化：
把产品进行细划根据不同的客户群制定不同的产品，譬如习惯细分、年龄细分、取向细分。
4）服务技巧个性化：
客人为本，并根据客人层次及需求上的差异，对不同客人采取不同的服务方式。包括对就餐环境的要求，消费档次的要求，对小吃品种的要求，对口味、质地的要求，饮食忌讳（地域饮食习惯差异）以及对服务用语的要求。
5）产品风味独特化：
一、口味特色；
二、形式特色；
三、地域特色。
销售渠道如何建立和发展：与原料批发商和小吃家盟尚签定合同，建立长期互利合作关系。
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图表2 物流-销售过程图：
销售 购买
图表3 开发经营流程图：
七、创业团队
企业所在地：
南昌经济技术开发区是经国务院特区办同意设立的国家重点开发区之一，处在中国十大经济纽带之一的“昌九工业走廓”南端的起点，是江西省和南昌市重点开发建设的外向型经济区域。南昌经济技术开发区位于南昌市昌北新城区的北缘，与老市区仅一江之隔，有新八一大桥、南昌大桥、赣江大桥与之相连，其有着独特的区位优势，科学的规划，较完善的基础设施，便捷的交通网络，良好的科教基础，优惠的投资政策，配套的服务体系，适合我公司的建立和发展。 - 9 -
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创始人及其背景：
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八、财务状况
首先，认真分析公司可能的财务状况及其目前情况。纵横财务状况，从公司的经营能力、盈利能力、财务能力、成长性、偿债能力、现金流量六方面全面展示初期公司财务优势及问题所在。通过在全市场及行业综合排名，揭示公司财务实力，给投资者选择本公司的最佳依据。
其次，制定详细的财务状况目标。综合我国目前企业的实际情况和市场经济条件下对企业财务管理的要求，财务状况最优化是市场经济条件下的我国财务管理目标的现实选择。财务状况最优化则是本公司财务管理目标的现实选择。 然后，对公司财务状况的解读也是本公司年报分析的一个重要方面。为了对公司财务状况的良好管理。在解读公司的财务状况用以下方法：
（一）比较法。 这是报表分析最基本，最普遍使用的方法。它可用于本公司历史数据的比较，找出变动趋势；它也可用于与本行业的其他上市公司进行比较，看公司在本行业中的竞争力；它还可用于与本行业的总体指标比较，看公司在本行业中的地位，如将企业的销售收入与行业的总销售额比较，可以看出企业占有多大的市场份额。
（二）比率法。
通过对财务报表中的大量数据可以计算出很多有意义的比率，对这些比率进行分析可以了解企业经营管理各方面的情况。
（三）因素分析法。通过两年的分解后数据对比可以找出影响企业净资产收益率增减变化的主要因素，通过对这一因素的持续性进一步分析，还可以预测企业下一年度的盈利状况。
通过以上这些关于公司财务状况的预测管理及展望，再加上具体的对财务状况的解读方法，深信公司在财务状况管理方面会做的很完善。这为公司的最大化效益也会起到了举足轻重的作用，为公司的全面又好又快发展发挥应有的作 - 11 -
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用！
九、融资方案和回报
招商引资：
主要采取“委托招商、网上招商、展览招商、以商招商、顾问招商”等形式。
回报：
公司前中期回报主要以向加盟商收取加盟费，场租费，服务费等为主。
盈利分配：
公司建立初期，资金的压力是不言而喻的！本公司初期的资金问题主要靠风险公司的投资，再加上公司人员和一些其他性质的投资方式来解决。在这其中，如何让股东和投资者得到最大效益也是本公司建设中考虑的一个重大问题。
本公司认为处理好治理结构的问题很关键。同时互利共赢是真正的、唯一的良好政策。只有投资者有了收益，加盟商有了收益，才是本公司长期发展的保障与根本。
十、关键的风险与问题
根据市场情况，不断灵活调整资本结构。
防范财务风险：
1）建立财务预警分析指标体系，加强财务活动的风险管理。
2）建立短期财务预警系统，编制现金流量预算、确立财务分析指标体系。
3）建立长期财务预警系统、结合实际采取适当的风险策略。
风险退出：
风险资本退出的成功与否关键取决与公司的业绩和发展前景。
重组出卖公司：
潜在的投资人以本行业投资者为主，包括大型餐饮食加盟公司和风险投资公司等，并以在持续经营过程中与投资者的股票分红是投资者获得的主要利益。此外，经营达到稳定时的股权转让是投资人退出的主要方式。退出的定价可采用简单的市盈率法进行计算，即以退出时的年度净利润乘以市盈率计算出企业价值并作为转让基价。
十一、法律与政策
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法律：
为了防止在运营过程中引起的法律诉讼，本公司采取了一系列的措施：已邀请人文学院法律系的几位资深教授做公司的法律顾问，并且将制定一系列完善的服务协议。一旦发生法律纠纷时，公司的法律事务将由一家有丰富的经验和良好的信誉的律师事务所负责处理，尽一切努力确保公司的利益不受到损害。
政策（当地）：
一个公司的建立与发展和一个国家的经济政策有密切的关系。如果一个公司无视政策法律，那么这个公司将无法生存于这个竞争激烈的社会。因此我们公司必将时刻关注时事政策动向，与党中央的路线方针一致。同时迎合各类消费群体的需求，把我们公司的文化“以人为本，服务大众，求实创新”发挥到极致。
十二、附录：
1、公司商标：
2、策划书英文版
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I. Executive Summary
1) Company:
Yammi (pronouces yummy) Dietary Culture Corperation is the regional unique diet cultural dissemination agency. To promote "tradition and fashion, taste and health" new culture of responsibility diet, we devolope diet items of the regional characteristic. We make food research and technological development, restaurant operations and training, programming and consultation for diet items, and focus on the dissemination and popularization of regional feature dietary culture.
Yammi Dietary Culture Corperation which makes innovation strugglingly on the bases of traditional business pattern, takes the measure of chain operations and unified management.
2) Services:
Company service characteristics: set up a mini snack street harmonily with aligned snacks agencies, create and apply a scale effect and strive to achieve multi-win fruits.
The company is committed to create and promote a new concept of snack food culture. Try to change some negative impression of snacks (sold by vendors) in people's minds such as unhealth, adulteration, low-grade, small scales. At the same time, promote the advantages of unique flavor snack and cheapness, and enhance the injection of regional culture. Supply consumers the feeling of enjoying the local culture.
This is the advantage of the company's service which is better than other companies.
3) Market:
Industry Trends:
With the development of China's comprehensive national power and the improvement of living conditions, residents’ dietary consumptions have become the main force fo profiting the restaurant industry. What’s more, sales volume of China’s restaurant industy has maintained the increacing by over 10% every year for this 16 years, and the 2006 National sales volume of restaurant industry achieves 1 trillion yuan. It is said that restaurant industry is the King of Service Industry, which has always been regarded as not only the brightest spot, but also one of the most attractive industries. It makes high profits, and capital cycles soon. The income is often cash. But the raw materials - 14 -
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are usually bought on credit, and then regularly settle accounts, that is better than other industries. According to the investigation and research from some professional institutions show that the restaurant market in China is far from saturation, compared with the developed countries.
Therefore, the restaurant industry has unlimited business opportunities.
Target Market:
The initial purpose market is the University City and Development Zone where are gathered with a great deal of young and mid-aged people and rent is low relatively.
4) Competitive Situation:
Existing competitors in Development Zones and University Cities are mostly individual snack vendors, and potential competitors are various chained restaurants.
Existing Competitors: individual snack vendors
Advantages: manage in the form of multi-stands and low prices
Disadvantages: limited and concentrated market, low quantities, unhealthy, adulterated and could not meet public high demand of diets for entertainment to the masses for the.
Potential Competitors: chained restaurants
Advantages: high grades, brand-effection
Disadvantages: high prices, low quantities, and gathered in downtown. Sales often in the form of “Fast Food”, which can not completely meet the demands of customers.
While the company's mini snacks street is that the non-use of snacks at the same time in the restaurant industry have unique advantages of scale.
5) Capital Sources:
Capital are maily from venture investment agencies, staffs and th aligned cooperators.
II. Products or Services
1) Feature snacks supplers are mostly private comopany market poor publicity, the market is narrow and more consumer grade at the end, rather low profit margin, weak competitiveness, the Company is committed to joining with the snacks to provide a good operating environment for joining to open up the market, raising the grades, lower wind Distribution of raw materials, such as insurance, to provide customers with the first-class services.
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2) As to snack strong regional market in the field of basic exclusion from other snacks, this feature makes the same venue to a number of snack coexistence possible. After careful investigation and research, will be different flavors, different regions, different forms of snacks to get together. The publicity and through unified management will not exclude each other, but easy-scale effect, to attract more consumers.
3) Consumers can not spend a lot of money will be able to breath world delicious. Snack Street is a most welcome one of the reasons, coupled with the taste authentic, first-class service and comfortable dining environment, and create a new snack cultural ideas. This is the Company's service industries and other companies with comparable advantage.
III. The Company
Management Concept:
Prior to the Company's medium-term "outsourcing" (Outsourcing) (outsourcing non-core business to external professional companies or organizations) as a business concept.
Business Pattern:
Generally, it is to join the company's snacks to provide a good operating environment (unified market advocacy, service management, materials distribution, etc.), are to join hands from the return on the company's main source of revenue.
Goals and Business Strategy:
Yammi diet Culture Communication Co., Ltd. is the local characteristics of the spread of cultural institutions catering to promote "traditional and fashion, delicious and healthy" new culture of responsibility diet, diet item in the local characteristics, food research and technological development, restaurant operations training, planning and Brand Food Advisory planning services, focused on the local characteristics of culinary culture dissemination and popularization.
Yammi in the diet culture Communications Limited catering business model on the existing efforts of innovation, take chain operations, unified management, committed to the food culture of communication and promotion. Features extensive collection of restaurants around the project,
Company States:
When the company initially established by the organizational structure of - 16 -
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a straight line from the general manager will be responsible directly to the sensible, after two years as catering projects will be used to promote the cause of the type organizational structure. The initial venture team mainly from the East China Jiaotong University students, members carry out their duties, all relevant areas of expertise and operational experience and complementary advantages, teachers at the same time company has the support of East China Jiaotong University, as Professor Rong sector senior consultant for the company's business, please College of Humanities Faculty of Law senior Professor of Legal Counsel for the company, and will by a relatively strong strength of the law firms handling company-related legal matters.
The company's future development direction and strategy:
The Company has always been guided by the market, in the domestic market and brand sales service system and the establishment, use of distribution and marketing chain and other modern flow of ideas and forms, and further enhance product visibility and market share.
Early: mainly to the local market (Nanchang, Jiujiang, Ganzhou. . .) In the relatively inexpensive rents and densely populated areas (such as University City and all kinds of development zones, and so on) set up chain shops, access to the competitive advantages of scale, and initial recovery funds.
Medium-term: In the basic cost recovery, a local chain established by the various templates to establish a child care a model, in batches, at different levels throughout the country one after another into the market, if the market outlook is good, timely bid to become a listed company.
Late: When in the domestic market made extensive better performance at the right time to seize the opportunity and succeeded in entering the international market,! Large and medium-sized food enterprises and adopt strategic alliances, large and medium-sized food enterprises with the brand effect, export characteristics instant snack products, it is necessary to marketable products, but also the quality and credibility to win. The company later expanded business to establish their own raw material production bases and improve the system should be set up one-stop production and marketing services. Constantly occupy the entire domestic market. Model and joint venture enterprises with well-known Food cooperation, and open up foreign markets, and further open chain shops, export snack products.
IV. Market Analysis
Market Analysis:
China has always been a "Food isthe happiness to people" tradition, the - 17 -
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restaurant industry as China's tertiary industry in a pillar industry, has been in social development and people's lives and play an important role. Especially in recent years, China's restaurant industry showing a rapid growth momentum of development, become a "hot" one industry. Already China's Food consecutive 16 to maintain double-digit growth, the 2006 National retail sales of restaurant industry will achieve 1 trillion yuan by leaps and bounds, and the per capita food consumption expenditure will grow 17.6% to 800 yuan. The Chinese people's personal pulling Food consumption in China has become the main force in the restaurant industry.
(Chart 1 94-2006, China's restaurant industry sales)
Many people see that the streets are hotel restaurants, and closed collapse phenomenon can be found everywhere, that the Chinese restaurant industry competition horrible, we must have substantial funds and the technical quality can be guaranteed a place in the restaurant industry, then you are wrong.
We might as well take a look at from all over the world on the state of the restaurant industry. It is understood that in high-income countries on average every 268 people has a restaurant, and about 2000 people in China owned a restaurant. This figure shows that China's market is far from being saturated restaurant has great potential
The restaurant industry is "Food for businesses to Wang," said, and has always been regarded as the brightest spot, but also one of the most attractive sectors. Its high profits, capital return soon, the daily operations are collected cash. The sources, methods can be used to buy raw materials on credit, regular settle accounts, better than other industries.
The business sector had a very popular saying, which is called "is not - 18 -
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satisfied with the opportunities." Use the restaurant industry, means that you go to 10 restaurants to dine, and if there is only one you are not satisfied with, you will not do anything in this line of the restaurant, because the industry has developed very mature, no you opportunity; if there are three orders you are not satisfied with, your chances of success will be almost able to achieve 50%; if there are eight so you are not satisfied with, that is, you enter the best time for this trip. If you are a business expert, you almost 100% success. China's restaurant industry on the current operating state, the unsatisfactory level is self-evident, is far from attaining the level of a mature industry, therefore, the restaurant industry are unlimited business opportunities.
Target Market:
Food in China's huge market prospects, there was not another piece of the public fully understand the market and the development, which is feature snacks! When Pot City, Archive with operating mainly of staple food restaurant when the streets are. Must taste like duck neck, Tianjin honey Serratula this is a snack bar a little, which is why these eateries can become famous overnight, the franchise chain stream.
In fact, these snacks in his birthplace of early is nothing new, because many colleagues, the competition is intense, but relatively narrow market. Even local food industry is in the restaurant industry was left out in the cold target.
The so-called The rarity of an object increases its value, if the characteristics of the field open a snack bar, limited investment, little store, employees do not need a lot. It can satisfy the customer's tastes, the price is cheap, often very popular.
Street and snacks masses fun is a good place, there are often " Heel after Heel."
However street snacks are often only in a few large and medium-sized cities have, and a good number of very few.
Most snacks are unique flavor and cheap, but now the snack sector in general and the situation is more complex and not high grades without Road, and with the increasingly improved living conditions, which far from being able to meet the needs of the broad masses of people.
The Company is targeting on this has not yet been fully developed huge market, "pocket-sized" snack street this new concept. And the main competition relatively weak all-oriented small and medium-sized cities, and cheaper rent in densely populated areas (such as University City or various development zones, and so on) set up chain shops, access to the scale of competitive advantage.
Competitive State:
Although the characteristics of the snack throughout the development in the field relatively quickly, but an environment relatively more optimistic, the market has great potential. Regional snacks and because its own characteristics, - 19 -
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different places in the snacks are basically healthy competition, which is the main meal of industries with different: for example, people eat meals, in a time of only in a restaurant consumption, and for the same street or other restaurants of the same characteristics in terms of restaurants , is a "loss", is wholly competition, and sales of snacks is not remote, are imperfect competition (when individual sellers have some degree of control over the price of an industry capacity, the industry was in an imperfect competition.)
The current market snack food businesses despite the fact that many, but more to stand in the form of the market and their narrow, very authentic without the lower grades, is now unable to meet the broad masses of the diet fun for the high demand.
In grades and snacks to more than exist in the form of chain shops, and a small number, and more in lots outside the bustling downtown and the main form of land sales.
Competitive Advantage:
The initial purpose of our market is University City and the development zone, existing competitors mostly small-scale retail, compared our competitive edge in services reflects thoughtful, environmental superiority, consumer grade and snacks such as flavor Road satisfy these markets (University City and the Development Zone) consumer demand gaps.
Potential competitors for all types of chain eateries, compared to our competitive edge reflected in the types of snacks "and more"
In the vast number of consumers "a snack Street" impression was the scale of competitive advantage.
V. Sales & Marketing
Market Position:
Snacks are mostly known for a delicious and affordable by the masses to accept. . With the domestic economy in recent years of high-speed development in order to meet both the needs of the broad masses of people and meet some consumer groups on the diet requirements, companies initially located in the middle and low consumer products.
Marketing strategy:
1. needs to guide the company through market not occupied investigation analysis and forecasting, to guide the way, the potential customer demand into reality demand
2. Product Innovation of the Company use every ounce of food research and technological development to expand the geographical snacks value, but little or no price increases, and to provide customers with the benefits, favored by - 20 -
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the customers.
3. product integration, including integration products of a whole and broke up. As of a whole style will be similar to or different styles of several snack sales portfolio as a whole (package).
4. remote sales different geographical and cultural creating different market needs, thereby creating a huge potential market, the regional snack stand out, this is also the Company's marketing strategy in the core content.
Advertising:
Short-term Strategy:
1. outdoor advertising
2. entertainment
3. current events
Long-term Strategy:
1. magazines, newspapers
2. broadcast and TV
3. network (BBS, mail, QQ pop-up advertisements, web page)
4. SMS
Promotions:
1. geographical characteristics promotional publicity snack local custom, at the same time promote the sales of local snacks.
2. emotional marketing with feelings of Ji-promote product sales, launched as "Osmanthus Year" (Spring Festival), "his wife cake" (Women's Day) such promotional activities
3. culture pyramid scheme to guide the consumer culture, geographical snacks into the wealth of knowledge and cultural connotations. (Eg, the origin of various snacks in the local culture and the role of status, etc.)
As a special snack food production, should have its unique development plans to different tastes around the base, to take "all broken," and will thoroughly promote snacks. At the same time should focus on "people I have not, I have excellent" strategy, the development of innovative economy, further open the market.
VI. Operations
(1) Internal management standardization: establishing a set of standards in line with their own management system. First measure their own location, make value judgments; Second, the mastery of advanced scientific management knowledge; Finally, in accordance with their own conditions standards.
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(2) The process of service delivery standardization: the restaurant industry is service-oriented. Overall) having a firm needs two points: First of all customer-centered, followed by a festival for the fundamental source.
(3) Standardization of products produced: the product fine zoned according to different customers for different products, such as the breakdown of habits, age breakdown, orientation subdivision.
(4) Service skills personalized: guest-centered, and in accordance with the guests level and the differences in needs of different customers different modes of services. Dine including environmental requirements, consumer grade requirements, the requirements of the snack varieties of taste, texture requirements, dietary taboos (geographical differences in eating habits), as well as the terms of service requirements.
(5) Products unique flavor: a taste characteristics, 2, form characteristics, 3, geographical characteristics
How to establish sales channels and development: and raw material wholesalers and snacks home UNITA yet signed a contract to establish long-term cooperative relations of mutual benefit.
Logistics - sales process map:
销售 购买
Development and management flow chart:
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VII. The Team
Enterprise Location:
Nanchang economic and technological development zones is the Office of the State Council agreed to set up one of the state's key development zones, in one of China's 10 economic ties "Chang nine industrial corridor," the starting point for the southern end is the focus of Nanchang City in Jiangxi Province and the development and construction of an export-oriented economic region. Nanchang economic and technological development zone located in the new city of Nanchang Changbei the northern margin, the only urban area with the old one which is separated from Jiang, a new August 1 Bridge, Nanchang Bridge, Ganjiang connected with the bridge, with its unique geographical advantages, scientific planning, better infrastructure and convenient transportation network, good the basis of science and education, preferential investment policies, supporting service system, I for the establishment and development of companies.
Founder and Background (see Chinese Editon)
VIII. Financials
First, a careful analysis of the financial position of the company and may present situation. Aspect's financial situation, from the company's operating capacity, profitability, financial strength, growth, liquidity, cash flow comprehensive presentation of six areas early advantage and the company's
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financial problems. Through market and industry-wide comprehensive rankings, revealed the company's financial strength, to the investors to choose the best basis for the Company.
Second, we should formulate detailed financial situation goal. Integrated enterprises in China and the actual situation of the market economy conditions for enterprise financial management requirements, financial condition optimization as a market economy under the conditions of China's financial management goals realistic choice. The financial situation is the optimal management of the company's financial goals realistic choice.
Then, on the interpretation of the company's financial situation in the company's annual report is an important aspect of the analysis. In order to the financial situation of the company of good management. Interpretation of companies in the financial position of the following methods:
(A) The Comparison Method.
This is the most fundamental statement of analysis, the most commonly used method. It can be used for the Company's comparative historical data to identify changes in trends; It can also be used for other industries with the listed companies were compared to see companies in this industry competitiveness; It can also be used with the overall standards of this industry, companies in the industry look at the position, such as the corporate sales with the industry's total sales, we can see that enterprises occupy much of the market.
(B) The Ratio Method.
Based on the financial statements of large amounts of data can be calculated many meaningful ratio, the ratio of such an analysis can understand business management of the situation.
(C) The Factor Analysis Method.
Through two years of comparative data can be decomposed to identify affect enterprise net assets yield addition and changes in the main factor, by the continuity of this factor further analysis, enterprises can also predict next year's profit situation.
Through the above on the company's financial condition and prospects of management forecasts, coupled with the specific interpretations of the financial situation, confident that the financial situation in the management of the company will do very perfect. This company will also benefit the maximization has played a pivotal role for the company's development of a comprehensive very fast and play its due role!
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IX. Capital Needs & Repay
Attract Investment:
Major taken "commissioned by the China Merchants, online investment, exhibitions investment, to investment, investment consultants" and other forms.
Repay:
Company ago to the medium-term returns to join the main charged Changjubi, service charges based.
Profit Distribution:
The early establishment of the company, financial pressure is self-evident! The initial funding of this issue depends mainly on the company's investment risk, coupled with a number of other companies and the nature of the investment means to resolve. In this one, and how to help shareholders and investors get maximum benefit of the Company is also considering building a major issue.
The companies that handle the issue of governance structure is critical. At the same time, a win-win situation is the only good true policy. Only investors with receipts, to join with receipts of the Company is long-term development and the protection of fundamental.
X. Key Risks & Problems
According to the market has continued to adjust its capital structure.
Provent from Capital Risk:
1) The establishment of early warning indicators of financial system, strengthen financial risk management activities.
2)The establishment of short-term financial early warning systems, the preparation of cash flow budget, establish financial analysis indicator system.
3) establish a long-term financial early warning systems in light of the actual take appropriate risk strategy.
Quit:
Risk capital from voting key to the success with the company's performance and development prospects.
Reorganization or Betray:
Potential investors are the main investors in the industry, including - 25 -
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large-scale catering companies and food joined venture capital firms, and in the course of continuing operations and investors pay on stock dividends is the main interest of investors. In addition, to achieve stability at stake in the transfer of people from the investment is the main mode. The pricing may withdraw from the simple method of calculating price-earnings ratio, that is, to withdraw from the annual net income multiplied by the price-earnings ratio calculated as the value of enterprises and the transfer of base price.
XI. Statutes & Policies
Law:
In order to prevent the management from lawsuits, the Company will take a series of measures: the law department has invited several senior professors from the School of Humanities and Social Science, as legal advisers and we will develop a series of comprehensive service agreements. The event of a legal dispute, the company's legal matters will have a wealth of experience and a good reputation in law firm handling, to make every effort to ensure that the interests of the company not be harmed.
Policy:
The establishment and development of an enterprise are closely related to a country's economic policies. A company, which ignore policies and laws, cannot survive in this highly competitive society. Consequently we will always be concerned on current policy trends. Our team will be always promoting the culture of "Connecting People, Serving the Public, Making Innovation", as well as meeting the demands of various consumers.
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