Business plan template

The first part of the executive summary

1. Basic situation of the company

The company is a company that is creating a personal image design. With the continuous improvement of people's living standards and the continuous advancement of reform and opening up, more and more people realize that improving their personal image can really help improve interpersonal relationship and career success. Unlike the existing image design companies for celebrities and actors, we target the university to graduate students and white-collar workers to help them shape their professional image.
To this end, we intend to set up the company on the road of colleges and commercial intensive Wenyi Road, where young people are more able to accept modern personalized services and ensure that they can easily come to the company for packaging.
We have a group of excellent color and apparel professional designers who can provide customers with a set of image design solutions according to their temperament style, character, preferences and economic endurance, and establish long-term service relationships according to customer requirements. We also have a group of managers who are passionate and committed to running this company. Xxx is an excellent marketing expert, she will be the marketing director of the company; xxx is a financial expert, she will be the financial director of the company. In addition, we have also hired legal counsel.
2. Investment arrangement The establishment of the company requires renting an office building of 200 square meters. Due to the location of Wenyi Road, the monthly rent is 30,000 yuan, together with the renovation and equipment costs, a total investment of 500,000 yuan. Several managers have invested a total of 200,000, still need to raise 300,000, external investors can get 40% of the shares, and we will use the secondary financing method to repay the investment within 5 years.
We expect the company's first year revenue to reach 228,000, and the payback period is about 4 years.

Part II. Market Analysis

1. Service Needs Survey: Through a sample survey of college students and white-collar workers, we found that 35% and 50% of the people said that they need to have someone to design their image.
There are more than 30 colleges and universities in Hangzhou, with about 300,000 college students. It is estimated that it will reach more than 300,000 in XX years. In XX, the number of college graduates and graduate students reached 96,000. As the employment pressure increases, it is very important to leave a good impression on the interviewer. I believe more and more college students will enter our company. Nowadays, more and more white-collar workers have taken off their professional attire and put on their full-fledged costumes, the so-called “Friday Casual Wear”. However, after work, it is different from shopping or home, and can’t be used without any scruples. As far as the office dress is concerned, it is necessary to ensure that it is generous and decent, with a sense of fashion and not over-promotion. This gives our image designers the opportunity to display their talents. It is estimated that about 60,000 white-collar workers will choose professional designers to design for them.

2. Price demand survey:

Due to the limited economic strength, college students have a large difference with the price that white-collar workers can afford.

As shown in the above figure, the price that college students can afford is below 1,000 yuan, mainly concentrated at 300 yuan to 500 yuan, while the white-collar workers are concentrated at about 1,000 yuan. Based on their different spending powers, we will formulate different solutions for them to meet their requirements to the greatest extent.
3. Competition survey:
According to our survey, in Hangzhou, the vast majority of image design companies are targeting corporate image and product image. There are only a few companies that actually engage in personal image design.
Mao Geping's image design studio, love story image design center, etc. are located in famous actors and high-consumer groups. The fees are as high as several thousand yuan, and there is no direct competition with us. For example, the love story is located in Wulin Road, with a business area of ​​1,300 square meters. The plaza has three floors: one on the first floor for the customer reception area, the hairdresser's hairdressing area and the technician's work area; the second floor has a spacious shampoo area, a professional beauty area and an underground training area. Specifically for the fashion crowd, the main business is beauty salon design. The company mainly provides customers with a comprehensive image design plan, and provides different services according to the requirements of different customers, that is, "personalized service." Including color, clothing, manners, physical and other aspects of service content.
The other image design studio is actually an additional business of a beauty salon or a clothing store. It has not yet formed a scale and has little impact. Therefore, it can be said that the image design market of ordinary people is still unattended. The table below shows our competitive position:

Competitor comparison Mao Geping image design room love story image design center small image design room Allure Yang image design company market positioning actors and high-consumption crowds fashion crowd FIT graduates and white-collar workers charge level XX yuan above 1000 yuan or so around 400 yuan 400 yuan or so service content makeup, clothing, beauty salon, hairdressing or clothing color, clothing, manners, body shape

4. Purchasing power forecast of market forecasting service: At the beginning of this new service market, consumers are not familiar with it, and we design the design according to the economic strength of the customer. Therefore, the initial purchasing power of the customer is weak. Or they may not choose a full set of designs, but only select a few of them. However, after a period of promotion, consumers will become familiar with the service and realize that only a full set of designs is the most effective time, and the purchasing power of customers will increase.
Prediction of service content: With the deepening of the image design service, the company will expand its business according to customer requirements and carry out various training activities. Such as landscaping training, training to improve temperament and so on.
Market share forecast: At present, the image design company can be said to seize the opportunity in the field of image design. What is certain is that there will be more companies who want to enter a share. The company's advantage is excellent. The service provides customers with services for 5 to 15 years or longer from the year of graduation. The key is to let all college students know about our company and trust our company. Our goal is to think of the sun of the city whenever people look in the mirror. It is estimated that our market share can reach about 30%.
Resource forecast: Human resources is the source of development of the company. With the increase of customers, we will hire more middle and senior designers and designers. According to our survey, there are two existing image design schools in Hangzhou, two in Shanghai, and more than 20 in Beijing and Guangzhou. I believe we can select excellent design stars from them.

5. Marketing plan:
Marketing Strategy: We put forward the slogan of “beauty is very cheap” for the limited economic strength of college students, so that they can psychologically eliminate price concerns. For the white-collar workers, we will adopt “customized marketing” to treat each customer as a separate market and to carry out marketing mix according to the specific needs of individuals to meet the specific needs of each customer.
Pricing strategy: We don't have a uniform price, but we have a clear price package. That is, the price of a service containing different content is different. For college students, it is often only necessary to design the costumes and manners, while the white-collar workers need a full set of design schemes. Therefore, the pricing is different. Our service is to sign a contract, and the customer pays 50% of the total amount to our customer service. After the expiration, the customer will comprehensively assess according to the contract between the two parties to see if the service we provide for the customer has created value for the customer. If the customer feels that our service has no value, the user can request a full refund. Establish a membership system and offer different offers by season and year.
Marketing means: In view of the particularity of the service, our marketing staff must change the image of ordinary marketing personnel, but must have a certain temperament to represent the image of our company. We must send salesmen to go to universities and enterprises, sell face-to-face with consumers, hold regular lectures and promotion meetings; design colors and clothing for some consumers free of charge, and give free gifts with the company's phone number and address. Contact associations and clubs of major universities to become sponsors to build brands; establish good public relations with enterprises.
Establishing a long-term service relationship: For the company, a major factor in stabilizing and increasing market share is to establish long-term relationships with customers. Through the preparation of customer files, the establishment of customer information network, customer evaluation analysis, focus on customer needs, especially complaints, to improve customer satisfaction and loyalty. More importantly, if the customer can feel happy and dignified in the company. Image design often involves sensitive aspects such as customer appearance, body shape, etc., and must serve customers without prejudice to customer self-esteem.
Establish partnerships with major beauty salons, department stores, and fitness centers: In order to make customers feel comfortable, we will purchase appropriate clothing according to customer requirements, or guide beauty salons, which requires cooperation with the corresponding institutions to achieve a win-win situation. Conducive to turning competitors into partners.

The third part of management

The following picture shows the organization structure of the company:

Shareholder structure:
Current shareholder status of the company:

Shareholder name, capital contribution, capital share, share ratio, contact method, xxx, 80,000 yuan, current exchange, 40%, 0571-88922371
Xxx 8 million yuan remittance 40% 0571-88922371
Xxx 4 million cash exchange 20% 0571-88922313

General manager:
Name__xxx___Sex___Female___Year ____30____Hometown____ Zhejiang___
Degree ____ Master ____ Majors ____ Investment _____ Title ____ Intermediate ____
Graduation institution _____ Tsinghua University ____ account location ___ Hangzhou _____ contact phone __

Chief designer:
Name___xxx__ Gender Female Age_28_原贯_Zhejiang Huzhou_
Degree ___Master ____ majors __服装设计__Title __ senior clothing designer __
Graduate School__Saint Martins College of Art __Account Location__Hangzhou__Contact Phone__

Other names of people who have important responsibilities for the development of the company_xxx_sex_male__age_35__hometown_Zhejiang Ningbo_
Degree_Master_Study major_Design_
Graduate School_Singapore Image Design Institute__Location of the residence_Zhejiang Hangzhou___Contact__
There is no kinship between the company's directors and key management personnel. The company has no related business and family management issues; there are no potential conflicts between the company's directors, managers and key employees.
The company has 13 full-time employees and 3 part-time employees. Full-time staff includes designers, accountants, and statistical analysis. The general manager xxx also manages human resources, and is also responsible for training and guiding the sales staff of the company. Xxx will be the head of project design and will serve as the chief image designer. Xxx will continue to analyze the development of the industry and the needs of customers, develop activities that meet market needs, and be responsible for the company's advertising and promotion business. The sales promotion will be handled by a regular employee and will be operated by three official salesmen in the morning and evening. Two temporary employees assisted in handling the phone and answering various questions from customers.
A contractual agreement signed by several managers: they will serve the company for at least five years from the date of joining the city of Allure; if any one leaves the company in the future, it will not be able to do so within five years from the date of departure. Engage in a competitive business with the company. In fact, these original founders invested a lot of manpower and money in starting the company and they will be committed to a successful image design company.
remuneration:
The salary income of the three founders in the first five years was set at 30,000 yuan per year, which is slightly lower than the current salary level of the same position in this industry. The salary of other full-time staff will be calculated according to the sum of the number of clients drawn by the company and the basic salary and the various benefits. If the job meets more than one year, the two-week holiday can be enjoyed. The part-time employee will be instructed by the supervisor and the salary will be 5 yuan per hour. According to the experience of relevant experts, our wages are competitive in the region.

Incentive plan:
The cultivation of high-quality employees in the industry is one of the ways to maintain old customers. Training for formal and temporary salesmen will be an ongoing effort. Managers plan to provide employees with extensive project training and orientation training, and our employees will receive training in product knowledge, business hours, phone conversation skills, understanding of member contracts, and company rules and regulations.
Our training programs are more systematic and formal than our competitors. Excellent personnel can be sent to famous universities for further study; an upgrade elimination system will be established, so that every employee can see the opportunity for promotion; 3 or 5 years later, the branch will be opened, so that excellent designers and marketing personnel have the opportunity to become supervisors.
Human Resources: We can work with universities to create a program to recruit student employees. This program will enable the company to maintain a group of young, enthusiastic temporary employees who can work for two to four years.
The company's legal affairs will be handled by Hangzhou Haitong Law Firm, which has all the rich experience and good reputation.

The fourth part of the business operation plan

Select location: xxxxxxx

Business hours: 8:30 am to 11:30 am; 1:30 pm to 7:30 pm
Open 9 hours a day.
Service Introduction:
Adhering to the "customer-oriented" principle, the city will adhere to the principle of "customer-oriented", comprehensively and meticulously understand each customer's own needs, feelings and lifestyles, from clothing, makeup, Hair style, body language, etiquette and other aspects of personal image analysis and implementation plan.
The clothing consultant will help the customer to analyze and organize the wardrobe, make purchase plans or accompany the purchase according to the customer's budget; the main job of the professional image consultant is to create a perfect overall image, according to the appearance and shape of the customer, and The customer's actual needs, age, occupation, personality, lifestyle, etc., to establish a personal style with personal characteristics, clearly shows the difference between a person and others. And with a variety of occasions, design different images for them.

specific contents:

Exquisite decoration design, personalized hair design, healthy body design, personal best clothing, color matching, design, public performance, self-expression, design, facial features, makeup, design, personal shape, design, fashion, clothing, design, sound, glamour design, etc.

In general, image design can include three major aspects.
First, facial makeup.

Facial makeup can be divided into face-shaped beauty makeup method face correction makeup method.
Skin beauty makeup,
Skin correction, eyebrows, eyes, nose, lips, etc.
Corrective makeup for eyebrows, eyes, nose, lips, etc.

Second, hair style design and decoration.

Hair styling can be divided into hair styling.
Special hair modification techniques.

Third, clothing, apparel design.

Clothing design can be divided into dress design.
Wear clothing and accessories.

Development plan:
At the beginning of the membership system, in order to efficiently deliver information to our target market, we will sign an advertising contract with several popular radio stations. The advertising cost of the broadcast is estimated to be 500 yuan per half minute. We will also contact the associations of universities to send our advertisements in their promotional letters. Make it aware of the benefits of the members.
In order to absorb members and increase income, members will be promoted before the opening. Our one-time membership fee is 600 yuan per person, and the monthly fee is 60 yuan. After each member's membership fee and monthly membership fee, we can participate in any training activities sponsored by the company. After absorbing the first members, we will advertise in local newspapers; direct mailing is also one of our long-term strategies; we will also use the phone to contact individuals.
Seasonal and contingency plans for the business Due to the company's employment-oriented college students, there are seasonal problems to some extent. There will be more customers in summer and autumn, but less in winter and spring. In order to minimize seasonal problems, we will use a monthly membership fee and a short-term contract with various training courses to reduce seasonal cash inflows, which account for about 7.2% of annual revenue. In the winter, the company will hold lectures and lectures to improve the technical level of its members, so the income will help regulate market demand and increase profit margins.

Part V Financial Status

Members predict that the company's calculations take a relatively conservative premise. According to our market research, it is estimated that up to 50 pre-sale members. With about 30% of the membership withdrawal rate considered, there will still be an average annual growth rate of around 20% in five years. Therefore, we expect the membership of the company as follows:

Last year, the number of members increased net membership, the total number of members in the first year 50* 10 60
Second year 60 20 80
Third year 80 30 110
Fourth year 110 30 140
Fifth year 140 30 170
*The first year's data is the number of pre-sold members.

Membership fee


The membership fee is 600 yuan for the first time. The monthly membership fee is 60 yuan. Since there are no other companies in the region we operate to provide similar services, we can only refer to the price of Shanghai. Due to the difference in per capita income between Shanghai and Hangzhou, our fees are lower than those in Shanghai.
Financial forecast conditions area 200 square meters rent 6000 yuan / month equipment total: 70,000 yuan
1. XX0 yuan for air conditioning, etc.
2. Computer 30000 yuan
3. Software XX0 yuan decoration fee 100000 yuan staff salary 138,000 yuan / half year estimated advertising fee 15000 semi-annual business income 10% growth rate 144000
1. College students 400 yuan / person 10 people / month
2. White-collar 1000 yuan / person 20 people / month operating costs 36,000 yuan / half a year other expenses 1000 yuan / month

Expected income statement unit: number of yuan items 1 2 3 4 5 6 7 8 9 10
Operating income 144000 158400 174240 191664 210830 231913 255105 280615 308677 339544
Operating cost 36000 36000 36000 36000 36000 36000 36000 36000 36000 36000
Gross profit 108000 122400 138240 155664 174830 195913 219105 244615 272677 303544
Business and management costs 324000 154000 154000 154000 154000 154000 154000 154000 154000 154000
Interest 0 0 0 0 0 0 0 0 0 0
Total profit -216000 -31600 -15760 1664 20830.4 41913.4 65104.8 90615.3 118677 149544
Business tax and surcharge 24480 26928 29620.8 32582.9 35841.2 39425.3 43367.8 47704.6 52475.1 57722.6
Operating profit -240480 -58528 -45381 -30919 -15011 2488.16 21737 42910.7 66201.7 91821.9

Part VI Financing Instructions

The amount of funds required and the purpose of the funds:
The company still needs to raise 300,000 yuan to hire excellent designers and marketing personnel, as well as the purchase of design software.
Investor supervision and management authority:
The investor has the right to participate in the company's operation and management, and the company regularly reports the financial statements to the investor.

If the company does not implement the project development plan, what responsibility does the company and management assume for the investor?
Exit method:
After three years, the company will conduct secondary financing. If it is not smooth, the company will buy back shares;
other:
___The risks that the company may encounter during the development process

The company's R&D capital investment and personnel investment plan in the next 3 to 5 years

Year 1st year 2nd year 3rd year 4th year 5th year fund input personnel 13 13 13 15 18

Confidentiality commitment

The contents of this business plan book cover the company's trade secrets and are only open to investors with investment intentions. The company requires the investment company project manager to make the following commitments when receiving the business plan:
The business plan of this company shall be properly kept without the consent of the company, and the company's trade secrets involved in this business plan shall not be disclosed to third parties.