Leisure bar business plan

Introduction: People are working and studying in a high-speed modern society, and leisure places have become a good place to relieve stress. Young people, in particular, have strong curiosity and desire to make friends. It seems good to open a leisure bar, but first, you should prepare a business plan.

Analysis of target market of leisure bar

1. 1 Leisure bar has a good market opportunity.

Faced with the rapid development of social economy and the continuous improvement of living standards, people's spending power is getting higher and higher. However, many times, when people have the opportunity to stop what they are doing, they find that they don't know where to enjoy their leisure time. Our leisure club service company serves students, employees and others who want to enjoy their leisure time. According to the characteristics of people at present, we provide a series of services and activities aimed at leisure and entertainment, including leisure and entertainment service companies, restaurants, leisure bars and so on. Leisure and entertainment service companies are responsible for the operation of the whole group and the development direction of the company. The dining world mainly provides delicious food and high-quality and efficient service, providing diners with a good dining environment and creating a happy and warm feeling of home. Leisure and entertainment bar provides all kinds of entertainment equipment and leisure areas, allowing customers to experience the relaxation of leisure and entertainment.

Advantage analysis: The operation of this leisure bar has solved the problem: 1 Students' after-school life is monotonous. Because our university is closed management, their study is relatively easy. There are many activities in after-school life, but they are only suitable for a few students. Most students are addicted to the internet after class and kill time through computer games, so that they are addicted to it. With the intensification of competition, students are under increasing pressure at school and need to relax and communicate. At present, students' communication channels and communication methods are relatively narrow. The key is that there is no good platform. We can just provide such a platform and place to promote their communication through theme evenings and theme activities. What do you usually do now, such as birthdays, villagers' parties and friends' visits? Nothing but eating and drinking tea. We urgently need a leisure place. After drinking tea, we can chat and sing together. It's inexpensive and classy. Or we can organize a birthday party together. College students play with romance and feelings.

Disadvantage analysis: Because it is just starting, the scale of Red Bean Leisure Bar is relatively small, such as the limited customer human resources and service items of Red Bean Leisure Bar. In addition, our school has limited students, limited teachers and fierce competition inside and outside the school, which still has great disadvantages. On the other hand, because the school holidays are fixed, the number of tourists will plummet during the summer vacation and will be closed between the winter vacations, which will be a more difficult problem to solve.

Opportunity analysis: According to our market investigation and analysis, the market demand of our products exists and has certain competitiveness. And I am a student? As a member of the largest customer base, I can better understand what products and services customers need. From these aspects, I think I have a good chance to squeeze into the leisure bar market.

Threat analysis: the service of leisure bar is directly related to product quality and operating cost, so the product price will not be lower than that of competitors. Although the overall price is not too high, in contrast, the economic affordability of customers will become a big test. Moreover, cost and profit are also directly linked, and the amount of profit is a major determinant of whether it can survive in the competition. Furthermore, the differences in local customs and eating habits have created another problem, that is, whether most customers can recognize or be satisfied with the products, which also needs to be tested.

1.2 Analysis of target customers of leisure bar

Our leisure bar owners is mainly aimed at college students, teachers, residents near the school and floating population. Most of them have a fixed source of income, have a good impression on the function and service attitude of leisure bars, and have a better understanding of the definition of leisure bars.

Market segmentation table

Regional age, occupational income, use and usage.

Near Jinyujing 18? 30-year-old students rely on their parents for a lot of entertainment.

30? 50-year-old office worker 4000 yuan general business negotiation

More than 50 years old, more than 4000 yuan to retire, general leisure and entertainment.

Analysis on the location of leisure bar

After careful investigation, according to the principle of store location, the selected book bar is located at 896 Xixi Road. (See Annex I). The leisure bar is backed by the beautiful Vientiane College, facing the crowded rivers and mountains and surrounded by Xixi Wetland.

2. 1 Analysis of Road and Traffic Conditions in Business Circle

Xixi Road is a two-lane and two-lane commercial street, which runs from east to west. The speed of people and vehicles is relatively high and the runoff is large. There are many shops, restaurants, personalized shops and stalls along the street. More businesses are restaurants, cultural goods stores, hair salons and Internet cafes. This is a bustling commercial street with dense crowds.

There are many people gathering in the area where the shop is located. East to Baziqiao Road, south to Ring Expressway, west to Liu Liu, north to Xixi Wetland, a Lianhua supermarket, a vegetable market and overseas hotels.

The location of the shop is very convenient and there are many traffic lines. There are 2,853,346 bus lines B near the school.

According to the above analysis data, it can be inferred that opening a leisure bar at 894 Xixi Road is the best choice. The location of the new store is very favorable, the traffic is developed, and the crowds are dense, especially for college students and middle school students. The business is booming enough to attract students and a certain number of white-collar workers. This provides a favorable premise for the marketing of leisure bars. Choosing the store site here will not only attract students from three surrounding schools to visit, but also promote children in surrounding residential areas and some adults who like leisure to relax after work.

2.2 Analysis of consumption potential in business circle

Whether you can have a certain scale of target customers is one of the important factors that should be considered in the location of stores. A well-located shop is bound to have a number of stable target customers, which requires that there are enough families and population within its radiation range. Many shops are located in areas with high purchasing power and high population density, and one of the important reasons is to ensure the continuous strong purchasing power around them. Therefore, the development of leisure bar must understand the number, income level, occupation distribution, consumption characteristics and preferences of surrounding consumers. Through understanding, we can have a more accurate understanding of customers' consumption and purchase quantity.

2.3 Analysis of business circle competitors

Industry competitors: Tea shops near the school, rice balls in Taiwan Province Province, and small restaurants.

1. Marketing Strategy of Tea Shop

Making bubble tea is very simple, just like making cocktails. Besides bubble tea, there are more than 20 kinds of tea, such as cherry black tea, mint green tea, spiced black tea and strawberry milk tea. People who like to drink frozen bubble tea probably prefer the feeling of sucking pearls with that particularly thick straw! Coupled with the delicacy of black tea, the simplicity of milk and the tenacity of pearls, it is no wonder that young people have been fascinated by tea for so many years. Drinking bubble tea regularly is good for people with high blood pressure, heart disease, lack of sleep and bad spirits. (competitive advantage)

Mainly buy from outside, and call the station to supply when there are many people. Taste as much as possible, and the price should be competent from low price to high price. Students like personalization, so they can consider choosing customized milk tea and adding materials according to the price. You can even apply for a membership card, and members can call in advance to stock up, which can avoid too many people queuing to waste school time and so on. (sales method)

If there are many people, people who buy milk tea like this may be blocked at the door. This design is feasible if there is a general flow of people. However, railings are installed on the left and right walls of the 2.5-meter inner hall, which is very crowded. If I design it, I will only install one side. Although the location is a little less, at least there is room to walk around. (Decorative advantage)

2. Marketing strategy of Taiwan Province Tangyuan.

At present, in many parts of the country, especially in the south, if you look closely, you will find a very interesting new thing in our life. She is a "Taiwan Province Rice Ball". "Taiwan Province Rice Ball", a special food originated in Taiwan Province Province, has been transformed by the combination of Chinese and Western by the founder Zhu Hua, making this "hybrid" with fine coarse grains, reasonable nutrition, fast and affordable become a fashionable catering for office workers and teenagers. Taiwan Province rice balls, a special food, can quickly occupy the breakfast and snack markets in some places because it caters to the psychological needs of consumers, and become a new fashion food in some cities (especially in Jiangsu and Zhejiang).

At present, in many parts of the country, especially in the south, you should observe carefully and find a very interesting new thing in our life. Is she? Taiwan Province rice balls? . ? Taiwan Province rice balls? This special food originally came from Taiwan Province province. This kind of coarse grains has been transformed by the founder Zhu Hua, combining Chinese and western, carefully eaten, with reasonable nutrition, fast and affordable? Half-breed? It has become the consumption of office workers and teenagers. (Taiwan Province rice ball is a brand snack bar and a brand marketing strategy; Moreover, Taiwan Province rice balls are mainly engaged in other products, which is a product diversification marketing strategy. )

3. Marketing strategy of small hotels

Small and medium-sized hotels in China are facing strong competitors, and their own strength is weak, so it is difficult to occupy an advantage in products and services, and it is very difficult to survive and develop in the fierce competition. Therefore, seeking the innovation of marketing methods has become an important means of market competition for small and medium-sized hotels. Infiltration marketing is in line with the present situation of small and medium-sized hotels in China, whether it is marketing concept or marketing means.

(1) Reasonable market segmentation

In fact, a reasonable segmentation of the market is mainly for small and medium-sized hotels to define the target market. Small and medium-sized hotels only need a market segment to sell, and choosing an easy-to-sell consumer group can meet the sales target of small and medium-sized hotels. Therefore, small and medium-sized hotels have great advantages, they only need to meet a market segment to survive, but also bring many survival opportunities for small and medium-sized hotels. When choosing the target market, small and medium-sized hotels should not only analyze the competitors in the market segments, but also make clear whether there are undeveloped markets to fight for. At the same time, it should be noted that small and medium-sized hotels came into being under the background of intensified market competition, which is the result of reasonable market segmentation. If we make a survey of the current small and medium-sized hotels, we will find that all successful small and medium-sized hotels have their own clear market strategy and clear market positioning, as well as clear market competition leading direction, so as to have their own clear marketing methods. Small and medium-sized hotels can easily find their place in the fierce market competition if they can tap the market and establish their own unique themes.

(2) Breaking the traditional marketing methods

Infiltration marketing is different from traditional marketing, which emphasizes the communication with customers' emotions. Infiltration marketing of small and medium-sized hotels should break the traditional marketing methods. Don't limit yourself to the functions and benefits of your products. From the customer's point of view, pay attention to the customer's needs. Without understanding the real factors that drive customers, it is impossible to achieve the success of penetration marketing. Small and medium-sized hotels should pay attention to adopting some non-commercial marketing methods when designing infiltration marketing methods, so as to save money and achieve their goals.

It doesn't work.

(3) Establish your own loyal customer base.

One of the main principles of penetration marketing is: satisfaction first, marketing second, and all your efforts should be focused on helping customers. Keeping in touch with customers means keeping in touch with small and medium-sized hotels themselves, which can help small and medium-sized hotels develop a lot of exciting new products and services. Small and medium-sized hotels are not competitive in price reduction, so you should give your products a profitable price, provided that your products can help customers meet their needs.

Their needs or your product has emotional factors that can stimulate customers, or your product can meet a specific demand. Small and medium-sized hotels can get a large number of customers if they put emotional needs first, and customers often put price in a secondary position between emotion and price. Therefore, a key factor for small and medium-sized hotels to seize the tourist market is whether they can establish their own loyal customer base and emphasize emotional communication.

(4) Provide true and complete information to customers.

Provide true and complete relevant information? Customer first? Strategies and important components. However, marketers don't need to know all the solutions and answers themselves. What they need to do is to help customers find the right answer, so as to develop products and services that meet their needs. Therefore, when small and medium-sized hotels adopt penetration marketing, the key is to grasp the importance of information, which can be achieved by establishing a true and complete information base and regular information feedback from marketers. Nowadays, the world has entered the era of information competition, and whether it can provide customers with timely and effective information has become the key to the success or failure of small and medium-sized hotels. If small and medium-sized hotels can master true and complete information, they can influence customers and stimulate their potential needs through conceptual marketing.

Small hotels can turn a considerable proportion of potential customers into real customers by using penetration marketing strategies and communication methods. Small hotels need to have as many ways as possible to research and develop with other small and medium-sized hotels, various groups and organizations, promote each other and establish as many formal or informal marketing strategic cooperation alliances as possible.

Profit and loss analysis of leisure bar management

3. 1 month turnover estimation

(1) Daily turnover estimation

There are 6000 people on campus? In-store purchase rate of 4%? Unit price 10 yuan = estimated turnover of 2400 yuan.

5,000 people off campus? In-store purchase rate 1.7%? Guest unit price 12 yuan = estimated turnover 1020 yuan.

Daily turnover =2400 yuan+1020 yuan =3420 yuan.

(2) Monthly turnover * * *

Daily turnover is 3420 yuan? 30= monthly turnover 102600 yuan.

3.2 Estimation of suitable business area of leisure bar

Our shop is near the school, and its main customers are students, teachers, migrant workers and foreign guests. The business area is about 120 square meters. It mainly provides breakfast/lunch/dinner/special tea/casual dining/casual tea/assorted dishes/desserts, etc. Breakfast is characterized by snacks with many varieties, full taste and rich nutrition, which gives diners more choices. For lunch and dinner, there are dishes with different flavors from North and South. In addition, various teas/sauces/desserts/snacks and hot and cold drinks are provided for non-formal meals, such as juice/thin ice/porridge/sweet bean soup/coffee/fruit/assorted dishes/sauces/desserts/snacks, so that customers have a more relaxed dining and leisure environment and more choices. The decoration of the tea art hall of this restaurant applies the style of nature, which is casual and contemporary. The wall is warm, the kitchen layout is reasonable and exquisite, and the lighting is good. The overall feeling is between the nature of family kitchen and the nature of hotel kitchen.

3.3 Cost, profit and risk analysis

The market is constantly changing, so we must consider the risks of the market. In detail, there are the following risks:

(1) In the development stage of this project, similar leisure bars may be opened in the market at the same time.

(2) The risks in the production and operation stage of the project, and the benefits after the project is put into production depend on the sales volume and other performances of its products in the market. For this stage of the project, the biggest market risk comes from the competitive risk of leisure bars in the market. If the project is put into production with good benefits, it is likely to bring about a series of similar commercial projects, thus intensifying the competitive pressure of this project.

Internal management risk:

Leisure bar industry is a relatively low-tech industry, but it needs strict management to win the trust of consumers. For most canteens operated by China, the internal management is loose and the service personnel are low. How to establish modern enterprise system, improve enterprise management mechanism and strengthen internal management is related to the survival and success of enterprises.

1, operating expenses estimation

(1) Fixed fee

1) Salary: 5 people * * * 7500 yuan.

2) Rent: 2000 yuan, 2000 yuan.

3) Depreciation expense:190,000? 40 (month) = 4750 yuan 4750 yuan

4) Water and electricity cost: 3,000 yuan 3,000 yuan.

Total: 17250 yuan

(2) the proportion of variable costs.

1) packaging and miscellaneous expenses: 2.2%

2) Commodity loss: 0.3%

3) Business tax: 6%

Total: 8.5%? 102600=872 1 yuan

2. Investment income estimation

(1) Gross sales margin = operating income? Gross profit margin (leisure bar is a leisure place with a gross profit margin of 30%).

30780 yuan/month = 102600? Thirty percent

(2) Estimated monthly pre-tax profit and loss = gross sales profit-variable expenses-fixed expenses.

4809 yuan/month = 30780-8721-17250

(3) Estimated annual pre-tax profit and loss = monthly pre-tax profit and loss? 12

57708 yuan/year =4809? 12

3. Investment risk assessment

(1) break-even point analysis

Break-even point sales = fixed expenses/(gross profit margin-variable expense rate)

= 17250/(30%-8.5%)= 80232 yuan

(2) Operating safety rate = 1- breakeven point sales/expected sales.

= 1-80,232/ 102,600=2 1.9%

According to the above calculation, the profit of our leisure bar project is considerable. The return on investment is 3 1. 1 1%. The safety rate of this project is as high as 23.5%, which can be said to belong to the category of excellent stores. Therefore, the investment income of this project is absolutely high.

3.4 Start-up fund preparation

Start-up capital = half-year rent+decoration, equipment, book purchase expenses+working capital.

1 12000= 12000+900,00+20,000

The costs in the operation stage mainly include: staff salaries, materials procurement costs, site rent and sublease costs, taxes, utilities and fuel costs, miscellaneous fees, etc.

Analysis of Market Positioning of Leisure Bar

4. 1 Market analysis and positioning

In view of the relevant competition situation of Hangzhou Wanxiang Vocational and Technical College, we have made the following market positioning map, which shows the target market that our project will enter. In this picture, the abscissa represents the quality of service attitude, and the ordinate represents the price, where A represents the doctor's shop of milk tea on my campus, and its radiation range is only for our students, which is relatively narrow. B stands for off-campus rice balls in Taiwan Province Province, with a wide range of radiation. Residents and floating population near Xixi Road are their target customers, providing a wealth of products. C stands for national pulse, which is far from our campus and has relatively few students. H stands for our target market, which is positioned at the middle price and has the best service attitude, and we want to open the market with special services.

If the average daily sales per square meter of the leisure bar is 30 yuan, the daily sales will be 3420 yuan, and the suitable use area of the leisure bar will be 3420 yuan? 30= 1 14 (square meter). To this end, we set the business area as 120 (square meter), so that the use area of the leisure bar should be guaranteed. 4.2 Shop Layout Positioning

Appropriate use of lighting, carpets, partitions and other elements, as far as possible, on the one hand, effective use of space, on the other hand, it seems patchy, not open and plain. Some private dining tables can be preset appropriately, so that long-staying customers can fully enjoy the feeling of self-satisfaction. Partition layout, so that each sub-group of consumers have their own favorite corners and tables.

Lighting and Lighting: Lighting is an important element in the decoration of Tea Art Museum. Choosing a variety of lighting styles can effectively increase the fun of the tea art hall. Lighting is an important part of setting off the atmosphere of the canteen. You can choose different colors of lights to set off the pleasant atmosphere in the canteen. At the same time, customers should keep the convenience of adjusting the lighting in their own space according to their own requirements.

Wall decoration and curtains: adjust in time according to the season, and the materials, patterns and colors of various fabrics should be as harmonious as possible, showing the dining hall style and being close to consumers' sensory enjoyment.

Dining table: The preset and placement of the dining table should be harmonious as a whole, with individual differences, so as to avoid giving consumers the feeling of food stalls.

Handicraft placement: the choice of handicrafts should be close to the atmosphere of the dining tea art museum and the preferences of consumers, so as to set off the taste of the dining tea art museum.

Tableware: clean and tidy, reflecting the characteristics or image of the tea house.

Background music: mainly romantic and soft light music, with moderate loudness, in line with seasonal changes and tea room style.

4.3 Positioning of goods, prices and services

alcohol

Name and price brief introduction

Jin Xue Beer 4.5 yuan/Listening Boutique Jin Xue Zhuang Ting

Tsingtao Draft Beer 6 yuan/Cup Fresh Choice

American flavor Budweiser beer 8 yuan/bottle

Wine (red and white) 5 yuan/cup is rich and fragrant, a healthy drink.

The fruity and refreshing iced beer 10 yuan/bottle is the first choice for cooling in summer.

Yipin Liuxiang Xiaoqu 10 yuan/bottle of Luzhou-flavor liquor

Jin Jiu 12 yuan/Cup has a harmonious, mild and elegant aroma.

Jim Liang whisky 20 yuan/glass has a long history and is a famous distilled liquor.

Coffee and milk tea (both hot drinks)

Name and price brief introduction

5 yuan/cup of sweet taro milk tea has a faint aroma of purple konjac.

Coconut milk tea 5 yuan/cup with faint coconut fragrance.

Rose milk tea 6 yuan/cup rose fragrance permeates milk tea.

Lavender milk tea 6 yuan/Cup milk tea with charming lavender fragrance.

English hot milk tea 8 yuan/cup, with rich chocolate flavor.

Cappuccino (freshly ground) 10 yuan/Cup Classic aftertaste

Brazilian Coffee (freshly ground) 10 yuan/A cup is bitter and fragrant.

Latte (freshly ground) 10 yuan/cup of coffee with milk, classic espresso.

Italian coffee (freshly ground) 10 yuan/cup, full of flavor. Bitter and slightly sour

fresh juice

Name price

Sydney juice 8 yuan/glass of ice.

Watermelon juice 8 yuan/glass of ice.

Apple juice 8 yuan/glass of ice.

Cucumber juice 8 yuan/glass of ice.

Papaya milk juice 8 yuan/cup

Ice pumpkin juice 8 yuan/Cup of Hot Drink

Corn juice 8 yuan/cup hot.

Sand ice

Name price

Strawberry sorbet 5 yuan

Blueberry sorbet 5 yuan

Mint sorbet 5 yuan

Watermelon Shabing 5 yuan

Liuchengsha pancake 5 yuan

Passion Fruit Ice Cake 5 yuan

Kiwi sorbet 5 yuan

Green Apple Shabing 5 yuan

Hami Melon Ice Cake 5 yuan

saucer

Name price

Shengguoguo 2 yuan

Hawthorn slice 2 yuan

Dried plum meat 2 yuan

Songzi 2 yuan

Guazi 2 yuan

Longyan Peanut 3 yuan

Jiugui Peanut 3 yuan

Fish skin peanut 3 yuan

Spicy Dried Bean 3 yuan

Biscuit 4 yuan

Crispy crispy rice crust 4 yuan

Shredded squid 4 yuan

Pistachio nuts 4 yuan

Pork breast 5 yuan

dessert

Name price

Nestle Wafer 1 Yuan /6, 5 yuan /6.

Sandwich crisp 1 yuan/bag

Cappuccino 2 yuan/Cup

Walnut Crisp 1.5 yuan/bag

Waffle 1.5 yuan/bag

Crispy muffins in 2 yuan/a, 5 yuan /3.

Popcorn 4 yuan

Fruit Salad 5 yuan

Phoenix Roll 3 yuan/piece

As we are a leisure bar for college students, the services provided are mainly alcohol, milk tea and coffee, which is highly accepted by college students. Snacks and desserts served on small plates. Use smoothies and fruit juice as supplements.

In the process of pricing, it is profit-oriented. First, it is determined by the purchase price. Second, consumer (college students) acceptance is the main factor; The third aspect refers to the price of competitors.

Take canned beer in Jin Xue as an example, the purchase price is 3.2 yuan/can. After consulting the prices of several leisure service places, 4.5 yuan/Beer was tentatively decided. At the same time, after a small-scale questionnaire survey, 69% of the respondents thought the price was moderate, 18.6% thought it was too high, 3.5% thought it was too high, 7.9% thought it was too low, and 0.89% thought it was too low. It can be seen that the price of 4.5 yuan/Listening still has a relatively high acceptance. Of course, the specific price will be adjusted according to the actual situation in the operation process.

The prices of other general commodities are also set in this way, and the total profit rate of alcohol is around 30%. The profit rate of milk tea and coffee is about 35%, and the profit rate of snacks and desserts is about 10%.

Analysis conclusion of leisure bar

5. 1 The leisure bar project is feasible.

According to the above analysis, the profit of our leisure bar project is considerable. The return on investment is 3 1. 1 1%. The safety rate of this project is as high as 23.5%, which can be said to belong to the category of excellent stores. Therefore, the investment income of this project is absolutely high, and the scheme has strong operability.

5.2 Countermeasures Analysis of Leisure Bar Development Project

L, learn advanced production technology and experience, develop their own special food.

2, strict management, regular training of personnel, the establishment of customer service complaints telephone.

3, after entering the market, familiar with the food market cycle, not complacent, and actively develop and update food.

4. Establish long-term cooperative relations with raw material suppliers to ensure the supply of raw material resources.

Initial period (1-March)

The main products are meals aimed at different health conditions of three groups on campus, and the marketing strategy is to occupy the market share of Chinese food, tea, art and drink through active and effective marketing strategies; Establish? Green food? Good brand image, improve visibility and reputation; Recover the initial investment and actively promote the market.

Mid-term (1 year)

Consolidate and expand the existing market share, further improve the management system and improve the scientific management level of enterprises; Set out to prepare for the construction of enterprise identification system, unified characteristic and superior food and unified management standard style necessary for brand expansion.

Long-term (2 years)

By then, the operation of the leisure bar has entered a stable and good state. With the strength and influence of the enterprise, when the service scope can no longer meet the needs of potential customers, we will expand the new market space and expand the radiation scope and influence of the leisure bar of eating, drinking and enjoying tea by franchising.

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