Flower shop business plan book essay
First, the background of the project is full of flowers and thousands of words, each sentence describes "beautiful", especially now. As people's living standards continue to improve, the quality of life continues to improve and the pursuit of life. Flowers are an indispensable embellishment for people's lives! Flower consumption has become more and more prosperous in recent years. In addition to the pretty appearance of the flower itself, which makes people pleasing to the eye and beautifying the home, it can also develop people's imagination and make people more implicit and more interactive. In this way, we set up an online campus flower shop to take the flower delivery as the market entry point, taking into account the long-term market share and short-term capital return rate of the website to seize the market, to meet the theme of individual consumption, and to use flowers as a pilot to drive other products, which can eventually form A market with the brand advantage of "Geological University Blue Bird Flower Shop". It is very feasible.
Second, the company's project strategy
1. Provide a clear, efficient and smooth sales channel, provide product and service as the foundation, and promote the development of the flower market. Our Jade Bird will be a lovely messenger, sending wishes and happiness to thousands of families. Create the best living environment for human beings
2. The company's goal is to stand on the ground, serve Wuhan, and radiate to Central China. Create a first class online florist company. The company will establish a certain reputation among consumers in Wuhan in one year, and strive to achieve break-even. In the investment period, only the university campus of the quality of the website is selected as the pilot market. The market capacity of the district is more than 3,000, which is more representative. The pilot time is one and a half months. When the mode is successful, it is promoted in the form of asp in the substation. After 3 to 6 months of operation, expand to the rest of the market. 3. Business environment and customer analysis
Industry analysis
The "Geological University Jade Bird Flower Shop" website is a vertical website for 6.5 million college students launched by college students, so the target consumers are positioned as college students. In addition to the general station of Wuhan University of Geosciences, the website has sub-stations in Hubei universities. Therefore, the tentative target consumer group focuses on college students from Hubei universities and will gradually expand the market in the future. For example, China University of Geosciences Nearly 20,000 people have invested in nearly 80,000 target consumers in 8 schools, and the latest statistics show that there are about 6.5 million college students in the country. This market size is quite large, and considering the future graduation of students. The reality that the loyal customers of the website will remain, the capacity of the target market will be considerable.
2. Analysis of the survey results The company conducts customer analysis on the college students in Wuhan, focusing on questionnaires and individual interviews. This time we sent out 50 questionnaires and recovered 37 copies. Due to the limited time, the number of questionnaires is not much, but it still reflects the consumer psychology and needs of the vast number of consumer friends to a certain extent:
(1) Have obvious curiosity, have convergence in innovation, and listen to classmates or friends to introduce purchase behavior;
(2) The purchase behavior is basically perceptual, but because of the influence of its own economic income, its purchase behavior has a rational color, and generally chooses a variety with a lower price but a stronger romantic color;
(3) There is no fixed purchase mode for college students, and the purchase behavior is often arbitrary;
(4) The ability to accept and absorb new things is strong, pursuing fashion and advocating individuality;
(5) The factors affecting the purchase of products are: price, variety, packaging, service, etc.;
(6) The purchase behavior is very festive, generally concentrated on Teacher's Day, Valentine's Day, Christmas and friends' birthdays.
3. Target customer analysis In general, college students do not ask for price, but from the online order, they focus on the mid-range price. In the number of orders, there is a tendency to express their voices. For example, most of the orders are 1, 3, 19, 21, etc. On the Teacher's Day, flowers are often ordered in the class size. Packaging generally tends to require high-end, and has a tendency to develop in a personalized direction. The quality of flowers is demanding, such as the phenomenon of snoring.
2. Marketing strategy analysis
2.1 Brand Strategy Website construction Initially, we attach great importance to the brand. On the brand packaging, the artist uses a combination of dynamic and static pages based on detailed market research and bold predictions. The visual image and text fonts are carefully planned to create unique innovations.
2.2 Price Strategy Jade Bird Online Flower Shop strives for perfection in raw materials, packaging and services, and strives to maximize customer satisfaction and psychological satisfaction. Take the price route and the quality route to meet the needs of consumers at different levels.
2.3 Promotion Strategy (1) Publicity strategy Use the school radio station, newspaper column, and publicity column to publicize and use the information flow advantage of the website itself to publicize and highlight the image, and establish good relations with major newspapers, local radio stations and TV stations, and adopt mutual benefit and win-win situation. Strategic model (2) Service The online florist service must be first-class. For the delivery team, as long as there is an order, it must be delivered on time and according to the order requirements, and is a smile service.
In terms of after-sales service, the Customer Service Department is responsible for the following ways:
1Thank you for calling or e-mail for friendship reminder service, and send e-cards during major festivals of customers 2 Unconditionally accept customer returns, collect customer complaints in a centralized manner 3 Set up consumer survey forms, attach gifts, grasp the needs of consumers Customers who first order the first-hand information 4 will receive the vases presented with the flowers, and enjoy the price concessions. After becoming a member, enjoy the membership price.
5 From time to time, hold a member salon online or offline, exchange information, communicate feelings, and answer the most interesting questions of customers.
6 Create a customer database file. When the customer repeats the order, just enter the name and the customer's other information will be automatically transferred to the system.
2.4 Channel Construction At present, online flower shops mainly establish business relationships with primary wholesalers. When selecting a wholesaler, generally look at its business performance, reputation, cooperation attitude, timely delivery, etc., requiring the wholesaler to have several marketing outlets in different regions in the same city, so that the distribution members of each university can take flowers on the spot. . Usually sign a cooperation agreement with the wholesaler to agree on issues such as price and product quality.
3. Online flower shop strategy implementation
1. The market scope is selected. In the investment period, only the West Campus of China University of Geosciences, where the website is located, is selected as the pilot market. The market capacity of the district is more than 3,000, which is more representative. The pilot time is one and a half months. After the model is successful, it will be promoted in the form of asp. It will be piloted at the other seven substations that have already been built, and will expand to the rest of the market after three to six months of operation.
2. Focus on the promotion of customers, the main target of the students is the students in the school, they are interested in the popular, often easy to lead the trend, and for the engineering students with strong logical thinking, we use the early customer group to spread the propaganda effect.
3. On-site promotion Select the two days of September 8th and September 9th as the key promotion date. Before that, distribute the flyer to the student dormitory. Promotions include:
(1) Hanging uniform color banners, located on the main road of the campus, the number is 3-5, with the "Qingdao Flower Shop" website and the "Campus Flower Shop Grand Launch".
(2) Set up a publicity desk in the location with high traffic flow on the campus, such as the dormitory door and the dining hall. Place 3-5 microcomputers, which can be queried and ordered online. Place a publicity board to introduce the contents of the florist and place the flowers in kind. Deliver the gift on the spot on the day of the promotion.
(3) Please inform the school radio station to broadcast the promotional materials prepared by the “Jing Bird Flower Shop” propaganda department, one at a time, one in the morning, one in the evening, and several days in a row.
(4) In order to create an atmosphere, two young ladies are arranged to wear a plaque with the "Blue Bird Flower Shop" website to explain and organize a sweepstakes. The winners can order flowers under 20 yuan on-site and pay by the website.
(5) On the day of publicity, please contact the media related to the school to report on the spot, such as Wuhan Evening News, local TV stations, etc.
1. Turnover income According to the survey analysis, we can predict that the daily sales will be more than 1,000 yuan on major holidays.
2. Payment method According to the relevant materials, online payment will reach 20%. We are actively contacting the financial institutions such as China Merchants Bank to establish business cooperation and promote online payment.
3. Ordering method
E-mail order, directly enter the "Jing Bird Flower Shop" website campus flower shop to order, call to order. In addition, we focus on launching newsletters that are popular with students.
4. The customer characteristics are young, 100% are young people, mainly male students; they have high reputation, high cultural quality, no bad debts
5. Consumption characteristics
Flowers below 60 yuan are most popular
6. The information infrastructure company website mainly exists in the form of virtual host, so the company does not need to have hardware facilities for information. For the development of information software and the construction of the website, the company will work together through the better computer classmates of the internal members and the recruiting members with such specialties. Although the b2c website can theoretically achieve zero inventory, it is difficult to achieve this in reality.
Sixth, operating cost estimate
1. Principles use every penny in the blade to give full play to the value of each penny
2. During the initial investment period, the funds were mainly used for outsourcing of overall network services, product procurement, system development and maintenance, pre-publication, logistics and other aspects. It is estimated that it will cost about RMB 20,000. It takes about a month from the establishment of the website to the normal operation of the website.
3. In the second phase of investment, our services will radiate to all major universities and Wuhan urban areas. The content of the service will be greatly expanded, and the quality of the service will be further improved. The source of funds is mainly the accumulation of the company's previous earnings and the introduction of external funds, such as bank credits, system development plan.
1. System development plan According to the lack of funds in the initial stage of the company's creation and the actual situation of our development team, we decided to choose the way of virtual hosting to build our company's website. Of course, as the business expands and the funds are abundant, we will consider establishing the company's own website. After the system is in its infancy, the company will gradually test in real time according to the predetermined system function requirements. The complete system is undoubtedly a process of testing, perfecting, retesting, and refining, until the system function meets the company's expected requirements.
2. System Logic Solution The system logic solution is the overall framework for realizing the business objectives, strategies and methods of the electronic mall. The following is a combination of the actual situation of the company to illustrate the six modules: system business activity process, system overall logic structure, system data distribution, information processing module and security control module VIII, project summary
1. The main work completion survey has learned the real needs of the majority of college students, and the company has made overall plans from the realization of goals, operational mechanisms, project strategies and other aspects. In addition, in terms of system development plans, the company also refers to a large number of documents on website services in combination with the actual situation in China, and also combines the knowledge of e-commerce learned in the classroom to make a website operation process suitable for the company. And the design process, as well as the system logic solution for our company, the most important thing is that we have designed a series of service products for the current flower market in the special requirements of college students, such as newsletter ordering flowers, blessing cards, phone call And set a reasonable price. At the same time, we have also set up a forum to not only meet the practical needs of the majority of young students, but also to meet the needs of consumers of different ages in society.
2. Insufficiency and Difficulties As our company has just started planning, there are serious shortcomings in funding. At the same time, due to time constraints, the entire project is inevitably lacking, but we will try our best to enrich and improve it. In terms of website design and production, because our team members don't know enough about this related knowledge, we have great difficulties in designing the website. However, through our joint efforts and collaboration, the Jade Bird Flower Shop website has begun to take shape. The scale, the hand of the rose, leaving the fragrance for a long time. We believe that in the future efforts, this website will be further improved.
Second, the company's project strategy
1. Provide a clear, efficient and smooth sales channel, provide product and service as the foundation, and promote the development of the flower market. Our Jade Bird will be a lovely messenger, sending wishes and happiness to thousands of families. Create the best living environment for human beings
2. The company's goal is to stand on the ground, serve Wuhan, and radiate to Central China. Create a first class online florist company. The company will establish a certain reputation among consumers in Wuhan in one year, and strive to achieve break-even. In the investment period, only the university campus of the quality of the website is selected as the pilot market. The market capacity of the district is more than 3,000, which is more representative. The pilot time is one and a half months. When the mode is successful, it is promoted in the form of asp in the substation. After 3 to 6 months of operation, expand to the rest of the market. 3. Business environment and customer analysis
Industry analysis
The "Geological University Jade Bird Flower Shop" website is a vertical website for 6.5 million college students launched by college students, so the target consumers are positioned as college students. In addition to the general station of Wuhan University of Geosciences, the website has sub-stations in Hubei universities. Therefore, the tentative target consumer group focuses on college students from Hubei universities and will gradually expand the market in the future. For example, China University of Geosciences Nearly 20,000 people have invested in nearly 80,000 target consumers in 8 schools, and the latest statistics show that there are about 6.5 million college students in the country. This market size is quite large, and considering the future graduation of students. The reality that the loyal customers of the website will remain, the capacity of the target market will be considerable.
2. Analysis of the survey results The company conducts customer analysis on the college students in Wuhan, focusing on questionnaires and individual interviews. This time we sent out 50 questionnaires and recovered 37 copies. Due to the limited time, the number of questionnaires is not much, but it still reflects the consumer psychology and needs of the vast number of consumer friends to a certain extent:
(1) Have obvious curiosity, have convergence in innovation, and listen to classmates or friends to introduce purchase behavior;
(2) The purchase behavior is basically perceptual, but because of the influence of its own economic income, its purchase behavior has a rational color, and generally chooses a variety with a lower price but a stronger romantic color;
(3) There is no fixed purchase mode for college students, and the purchase behavior is often arbitrary;
(4) The ability to accept and absorb new things is strong, pursuing fashion and advocating individuality;
(5) The factors affecting the purchase of products are: price, variety, packaging, service, etc.;
(6) The purchase behavior is very festive, generally concentrated on Teacher's Day, Valentine's Day, Christmas and friends' birthdays.
3. Target customer analysis In general, college students do not ask for price, but from the online order, they focus on the mid-range price. In the number of orders, there is a tendency to express their voices. For example, most of the orders are 1, 3, 19, 21, etc. On the Teacher's Day, flowers are often ordered in the class size. Packaging generally tends to require high-end, and has a tendency to develop in a personalized direction. The quality of flowers is demanding, such as the phenomenon of snoring.
2. Marketing strategy analysis
2.1 Brand Strategy Website construction Initially, we attach great importance to the brand. On the brand packaging, the artist uses a combination of dynamic and static pages based on detailed market research and bold predictions. The visual image and text fonts are carefully planned to create unique innovations.
2.2 Price Strategy Jade Bird Online Flower Shop strives for perfection in raw materials, packaging and services, and strives to maximize customer satisfaction and psychological satisfaction. Take the price route and the quality route to meet the needs of consumers at different levels.
2.3 Promotion Strategy (1) Publicity strategy Use the school radio station, newspaper column, and publicity column to publicize and use the information flow advantage of the website itself to publicize and highlight the image, and establish good relations with major newspapers, local radio stations and TV stations, and adopt mutual benefit and win-win situation. Strategic model (2) Service The online florist service must be first-class. For the delivery team, as long as there is an order, it must be delivered on time and according to the order requirements, and is a smile service.
In terms of after-sales service, the Customer Service Department is responsible for the following ways:
1Thank you for calling or e-mail for friendship reminder service, and send e-cards during major festivals of customers 2 Unconditionally accept customer returns, collect customer complaints in a centralized manner 3 Set up consumer survey forms, attach gifts, grasp the needs of consumers Customers who first order the first-hand information 4 will receive the vases presented with the flowers, and enjoy the price concessions. After becoming a member, enjoy the membership price.
5 From time to time, hold a member salon online or offline, exchange information, communicate feelings, and answer the most interesting questions of customers.
6 Create a customer database file. When the customer repeats the order, just enter the name and the customer's other information will be automatically transferred to the system.
2.4 Channel Construction At present, online flower shops mainly establish business relationships with primary wholesalers. When selecting a wholesaler, generally look at its business performance, reputation, cooperation attitude, timely delivery, etc., requiring the wholesaler to have several marketing outlets in different regions in the same city, so that the distribution members of each university can take flowers on the spot. . Usually sign a cooperation agreement with the wholesaler to agree on issues such as price and product quality.
3. Online flower shop strategy implementation
1. The market scope is selected. In the investment period, only the West Campus of China University of Geosciences, where the website is located, is selected as the pilot market. The market capacity of the district is more than 3,000, which is more representative. The pilot time is one and a half months. After the model is successful, it will be promoted in the form of asp. It will be piloted at the other seven substations that have already been built, and will expand to the rest of the market after three to six months of operation.
2. Focus on the promotion of customers, the main target of the students is the students in the school, they are interested in the popular, often easy to lead the trend, and for the engineering students with strong logical thinking, we use the early customer group to spread the propaganda effect.
3. On-site promotion Select the two days of September 8th and September 9th as the key promotion date. Before that, distribute the flyer to the student dormitory. Promotions include:
(1) Hanging uniform color banners, located on the main road of the campus, the number is 3-5, with the "Qingdao Flower Shop" website and the "Campus Flower Shop Grand Launch".
(2) Set up a publicity desk in the location with high traffic flow on the campus, such as the dormitory door and the dining hall. Place 3-5 microcomputers, which can be queried and ordered online. Place a publicity board to introduce the contents of the florist and place the flowers in kind. Deliver the gift on the spot on the day of the promotion.
(3) Please inform the school radio station to broadcast the promotional materials prepared by the “Jing Bird Flower Shop” propaganda department, one at a time, one in the morning, one in the evening, and several days in a row.
(4) In order to create an atmosphere, two young ladies are arranged to wear a plaque with the "Blue Bird Flower Shop" website to explain and organize a sweepstakes. The winners can order flowers under 20 yuan on-site and pay by the website.
(5) On the day of publicity, please contact the media related to the school to report on the spot, such as Wuhan Evening News, local TV stations, etc.
1. Turnover income According to the survey analysis, we can predict that the daily sales will be more than 1,000 yuan on major holidays.
2. Payment method According to the relevant materials, online payment will reach 20%. We are actively contacting the financial institutions such as China Merchants Bank to establish business cooperation and promote online payment.
3. Ordering method
E-mail order, directly enter the "Jing Bird Flower Shop" website campus flower shop to order, call to order. In addition, we focus on launching newsletters that are popular with students.
4. The customer characteristics are young, 100% are young people, mainly male students; they have high reputation, high cultural quality, no bad debts
5. Consumption characteristics
Flowers below 60 yuan are most popular
6. The information infrastructure company website mainly exists in the form of virtual host, so the company does not need to have hardware facilities for information. For the development of information software and the construction of the website, the company will work together through the better computer classmates of the internal members and the recruiting members with such specialties. Although the b2c website can theoretically achieve zero inventory, it is difficult to achieve this in reality.
Sixth, operating cost estimate
1. Principles use every penny in the blade to give full play to the value of each penny
2. During the initial investment period, the funds were mainly used for outsourcing of overall network services, product procurement, system development and maintenance, pre-publication, logistics and other aspects. It is estimated that it will cost about RMB 20,000. It takes about a month from the establishment of the website to the normal operation of the website.
3. In the second phase of investment, our services will radiate to all major universities and Wuhan urban areas. The content of the service will be greatly expanded, and the quality of the service will be further improved. The source of funds is mainly the accumulation of the company's previous earnings and the introduction of external funds, such as bank credits, system development plan.
1. System development plan According to the lack of funds in the initial stage of the company's creation and the actual situation of our development team, we decided to choose the way of virtual hosting to build our company's website. Of course, as the business expands and the funds are abundant, we will consider establishing the company's own website. After the system is in its infancy, the company will gradually test in real time according to the predetermined system function requirements. The complete system is undoubtedly a process of testing, perfecting, retesting, and refining, until the system function meets the company's expected requirements.
2. System Logic Solution The system logic solution is the overall framework for realizing the business objectives, strategies and methods of the electronic mall. The following is a combination of the actual situation of the company to illustrate the six modules: system business activity process, system overall logic structure, system data distribution, information processing module and security control module VIII, project summary
1. The main work completion survey has learned the real needs of the majority of college students, and the company has made overall plans from the realization of goals, operational mechanisms, project strategies and other aspects. In addition, in terms of system development plans, the company also refers to a large number of documents on website services in combination with the actual situation in China, and also combines the knowledge of e-commerce learned in the classroom to make a website operation process suitable for the company. And the design process, as well as the system logic solution for our company, the most important thing is that we have designed a series of service products for the current flower market in the special requirements of college students, such as newsletter ordering flowers, blessing cards, phone call And set a reasonable price. At the same time, we have also set up a forum to not only meet the practical needs of the majority of young students, but also to meet the needs of consumers of different ages in society.
2. Insufficiency and Difficulties As our company has just started planning, there are serious shortcomings in funding. At the same time, due to time constraints, the entire project is inevitably lacking, but we will try our best to enrich and improve it. In terms of website design and production, because our team members don't know enough about this related knowledge, we have great difficulties in designing the website. However, through our joint efforts and collaboration, the Jade Bird Flower Shop website has begun to take shape. The scale, the hand of the rose, leaving the fragrance for a long time. We believe that in the future efforts, this website will be further improved.
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