英国留学生dissertation简析商业计划的重要性

1.以下这个商业计划已获得200000美元的资金来建立一个咖啡馆,它是以克利特岛多恩大学的校园命名的，名叫橙色的杯子。这个计划也将作为正式大纲的第一个五年计划来操作。财务预测表明,这种投资具有显著的未来前景

2.克利特岛多恩大学社区建立的橙色杯子咖啡馆将提供舒适的气氛,而且是在一个合理的价格上提供高品质咖啡和特殊服务。它的产品包括各种各样的咖啡,美味咖啡,拿铁咖啡,卡布奇诺咖啡,咖啡,和冰咖啡。此外,橙色杯将提供果汁、爆米花、瓶装水、热可可、热苹果酒,和茶。

3.橙色杯子的市场策略是吸引学生和教师的咖啡馆，是在轻松的气氛中,或客户繁忙的时间里来享受我们的产品。

4.T代表销售预测,预计利润(亏损)数据。第一年销售中,橙色杯曾预计销售总额为194880美元。四年后计算收入增加5%。增加5%的人群中，大部分以校园学生为主要群体对象。

5.咖啡馆的利润可以预估五年的发展水平。所有的利润最终将做为学生奖学金。销售总值的年销售总额比例将会增加,预计利润(亏损)五个财政年度

6.橙色杯的服务质量是克利特岛多恩大学社区所提供的，它是有着一个舒适的气氛，服务价格上可负担得起的高质量咖啡与特殊服务。橙色将提供各种各样的咖啡产品,包括拿铁咖啡、卡布奇诺咖啡,咖啡和冰咖啡。此外,橙色杯将提供热巧克力,热茶,爆米花,瓶装水和果汁。咖啡馆提供了一个轻松的气氛,舒适度类似于流行的电视节目,“老友记”。“咖啡厅是让学生来放松的一个地方。

The following business plan has been formulated to obtain $200,000 in capital to establish a coffeehouse on the campus of Doane College named The Orange Cup.  This plan will also serve as a formal outline for the first five year's of operation.  The financial forecasts show that this investment has significant promise for the future.

 

The Orange Cup will provide for the Doane College Community a comfortable atmosphere while serving quality coffee at an affordable price with exceptional service.  A wide variety of coffee products including, gourmet coffees, latte, cappuccino, espresso, and iced coffee, will be available at The Orange Cup.  In addition, The Orange Cup will offer juice, pop, and bottled water, hot cocoa, hot cider, and tea.

 

The marking strategy for The Orange Cup is to attract students and faculty to the coffeehouse to endure in a relaxed atmosphere, or for those customers with hectic schedules, the convenience of our products. 

 

The following tables represent sales forecasts and projected profit (loss) figures.  For the first year of operation, The Orange Cup has projected gross sales in the amount of $194,880.  Revenues increase 5% for the calculated four following years.  The 5% increase in sales represents an increase in the population of students on Doane’s campus.  

 

A profit for the coffeehouse can be seen over the five years projections.  All profits will ultimately end up in a scholarship for Doane students.

 

Year Gross Sales Percentage Increase of Gross Sales

 

Projected Profit (Loss) Five Fiscal Years

 

The mission of The Orange Cup is to provide for the Doane College Community a comfortable atmosphere serving quality coffee with exceptional service at affordable prices.  The Orange Cup will provide a variety of coffee products including lattes, cappuccino, espresso, and iced coffee.  In addition, The Orange Cup will offer hot chocolate, hot tea, pop, bottled water, and juice.  The coffee house portrays a relaxed atmosphere with a comfortable setting similar to the popular television show, "Friends."  The coffee shop is a place for the students to come and unwind from the daily grind of classes.

 

The Orange Cup is open Monday thru Thursday, 7:00 a.m. to 11:00 a.m. and 8:00 p.m. to 12:00 a.m.; Friday 7:00 a.m. to 11:00 a.m.; Sunday 2:00 p.m. to 10:00 p.m., and on Saturdays for special occasions. Special occasions could include, but are not limited to, Parents Day, Fall and Spring Visit Days, Homecoming, and Graduation.  Based on marketing research and personal experience, these hours will accommodate the students satisfactorily. 

 

The products that we offer are priced based on a combination of a cost-plus and a market-based system.  Cost-plus pricing is basing the price on the basis of all costs plus a markup for profit.  This will be possible because this cost-plus price is less than the average market price.  We looked at similar establishments to determine a price range.  Our price range will be $1-$3 for the gourmet coffee and under $2.50 for our other products (hot chocolate, coffee, etc.).  A menu for The Orange Cup can be found in Appendix B.  The information that we obtained from the surveys helped to determine the price of our products.  After the cost-plus system is applied, our product is based on a competition basis, which means we price our products competitively with our competitors.

 

Multiple pricing is used for regular coffee only.  The first cup of coffee will be regular price,  the second cup is free.  In order to keep track of refills, receipts are marked after one free refill.  Each additional cup is sold at half price.   

 

The dimensions of The Orange Cup are 27 feet X 48 feet and it will have an exterior deck that extends 11 feet from the building.  The front of the deck is 49 feet wide and extends back 39 feet on each side of the building.  There will be two exits, one on the front of the building and the one on the east side.   

 

Nine tables are located inside the building and seven tables on the deck.  A couch and chair are located in the corner of the coffee house, adding to the comfortable atmosphere.  A bathroom is available for customers and employees. The back quarter of the building is used as a work area for employees.  This area contains all our equipment and supplies. (See Appendix A)

 

Doane College is continually growing with each new school year.  Because of the location of The Orange Cup and target market, our growth potential is limited.  The growth of the market will primarily stem from the growth in student population.

 

The target market is the students and faculty of Doane College.  These are people who lead busy lives, but will take a break for the quality coffee and comfortable atmosphere that The Orange Cup provides.

 

The Orange Cup also serves the general public, but recognizes that this is not its primary target market.

 

The direct competitors of The Orange Cup are Gas N’ Shop, Michelle’s Juice and Coffee Shop, Mill Road Coffee House, and Doane College’s Tiger Inn, and Cafeteria.  The indirect competitors are the Pepsi and Coke dispensers located on campus, home coffee makers, and an event held by Student Activities Council one night a week named “Coffee House.

 

The off-campus locations are not convenient for students.

 

The hours of operation are restrictive and not ideal for the students.

 

Utilize very little advertising toward the Doane College students, therefore not reaching a large portion of Crete’s population.

 

The establishments are uncomfortable. 

 

The students prepay the Tiger Inn and Cafeteria’s fees, which may make it seem “free.”

 

The shops downtown may be used as an “escape from campus” for some students.

 

The exploratory method was the most effective method available for our research.  This method is a type of research that uses primary data and informal procedures to interpret the data.  It is used to decide if there is an opportunity available, not to conclude the research.  This method was most effective because our research objective was to determine if there was an opportunity for a coffee shop to be successful on Doane College campus.

 

The population for our research was 984 students and 225 faculty and staff at Doane College, in Crete, Nebraska.  For the study, a sample size of 300 was used.  We first administered a mail drop to collect the necessary surveys.  Because of the low response rate, we decided to complete the sample using a convenience method.

 

We created a survey to collect the individuals’ state of intent.  Seven questions were asked in the survey, each addressing the respondents' desire for a coffee shop on campus.  Specifically, we wanted to determine if the Doane community would support a coffee shop, and if so, who would attend, how often, and how much they would spend.  A copy of the survey can be found in Appendix C.

 

For the mail drop, we distributed 485 copies of the survey to a stratified random sample.  We used mail box numbers to distribute the surveys to the students, placing a survey in every third box.  For the faculty, we used the phone directory to choose every fifth faculty member that works on Doane College Campus.  After one week with only 77 responses, we opted to try another method.  

 

A convenience sample was used to obtain the rest of the surveys needed for our research.  On Tuesday, October 10, 2000, we handed out surveys in front of the cafeteria from 11:30am to 12:30pm.  From this method we gathered the 223 surveys that were needed to fulfill our sample size.

 

Once the data was entered into SPSS, we completed multiple statistical procedures.  We used a frequency table, cross tabulations, regression analysis, and correlation tables to determine if any variables were statistically significant.  The results of these analyses can be found in Appendix D.

 

Based on the analysis of our data, we can make three recommendations for the success of The Orange Cup.  With the responses on the survey, we can estimate that 84% of Doane College's population will frequent the establishment.  Within these customers, 60% of them will be female, while the other 40% will be male.  With these percentages, it is important that the coffee shop market to both females and males, realizing that both are potential customers.  Through the research, we also found the operating hours that would be most beneficial.  Most respondents checked the hours of 7:30am - 10:30am, and 7:30pm - 1:30am.  Because of this, we will keep the coffee shop open only in the mornings and evenings to cut costs while reaching our strongest market.  With the data from the survey, we can also establish a price range that most will feel is reasonable.  Almost 93% of the respondents stated that they would spend between $.99 and $3.99 per visit.

 

Promotional objectives are very important and provide a benchmark to determine if the promotional campaign was a success or failure.  We have developed two main objectives for the promotional program.  They are:

 

*Encourage the Doane College community to visit The Orange Cup.

 

There is no coffee shop on campus and many people have never

 

tried espresso drinks.  We hope to lure consumers in quickly

 

and often due to our convenient location. 

 

*To gain a competitive advantage over the other direct competitors.

 

Doane's campus does provide "free" coffee, hot chocolate, tea, and 

 

cider; but our hope is that through the image of The Orange Cup, 

 

consumers will choose us and not hesitate to pay.  Our biggest advantage 

 

Promotional Mix and Effect on The Orange Cup

 

The promotional mix is defined as the basic tools used to accomplish an organization's communication objectives.  The promotional program developed for The Orange Cup includes advertising, sales promotion, and publicity.

 

Advertising is a cost-effective way to communicate with large audiences.  For our target market, approximately 1,500 people are promoted to each year.  Advertising can also be useful in creating images and symbolic appeals for a company.  By using our up-scale, "Friends" like image, we can position our coffee shop differently than what Doane and our other competitors provide.

 

Media objectives are goals for the media plan and should be limited to only what can be accomplished throughout media strategies and a realistic time period.  Our main media objective is to create awareness in the target market.  To this we will:

 

Use print media to provide coverage of 75% of the target market within a

 

Since this our main advertising medium, we will use a variety of

 

different posters, flyers, coupons, and newspaper ads to communicate to

 

our target audience what The Orange Cup provides.

 

*Advertise the heaviest in the winter months and during special events such

 

as Homecoming, Fall and Spring Visit Days and Graduation.

 

The winter months of November through February will be the months 

 

to purchase warm beverages.  The most profit will be gained during these

 

months along with events like Homecoming and Graduation.

 

Posters and flyers with special promotions will be our strongest advertising tool for success in creating awareness for The Orange Cup.  John Cunningham, head of Student Activities Council at Doane College, is able to create large, colorful posters with messages and graphics at no cost.  We will need to allocate very little of our startup costs toward advertising because a lot of it will be word of mouth and location.

 

Printed promotions will be available every month, and every month the specials will be different.  Whether the specials are printed in the Doane Owl, on posters, or flyers, the advertisement will look the same.  This will create awareness three times over and The Orange Cup will be put into the consumers evoked set.

 

The flyers will be printed on orange paper with our logo and the specific special of the month.  There will be approximately 1,000 flyers distributed via mail drop and loosely placed within the Doane Owl.  The cost of this type of advertising is minimal.  At a price of ten cents per copy and 1,000 copies per month for ten months, the total cost is $1000.  The cost of placing an ad in the Doane Owl is $3.50 per column inch.  A standard ad is 2x3 so the cost would be $17.50 per ad, $70 per month for eight months for a total of $560 for the academic year.  We would run an ad once a week on Thursday's, the day the Owl is published.

 

The role of radio broadcasts will be a small portion of our advertising campaign.  Doane College allocates two-hour time slots to students on campus to run a radio show on KDNE 91.9 FM.  The best times to advertise are during the popular listening hours of 7-11 p.m. Monday through Friday.  During this time, the radio DJ's are able to promote specials and give testimonial opinions of The Orange Cup.  Impulse specials will be used along with next morning specials.  For example, "for the next twenty minutes all drinks are fifty cents."  These advertisements create awareness and encourage students to visit.

 

Broadcast media will advertise more heavily to the student population, whereas print media and the Internet will lure in the faculty and staff.  The biggest advantage to using radio advertising at Doane College is the fact that it is free publicity.

 

Doane College has both a World Wide Web site and an Intranet site.  Advertising the coffee shop will be used on the www site.  Here, alumni, prospective students', and the current community can learn more about The Orange Cup.  They can view the layout, special promotions, and the menu.  When students and faculty logon to Doane's Intranet site, specifically CourseInfo, specials for drinks will be posted under announcements, which will encourage a work/study break.  We feel this is a necessary advertising tool because technology is rapidly growing.

 

Sales promotion is an act that provides the consumer with a greater propensity to buy a certain product.  In our project, the consumer-oriented sales promotion will focus on samples, point of purchase displays, and punch cards that provide premiums to the consumer.  

 

Sampling is the most effective means of generating trial of a new product.  Small samples distributed in-store and on the deck will create an interest to a variety of our beverage selection.  From analyzing our surveys we found that many people are not educated in the espresso drink arena; by providing samples, people will want to come and try more than just the norm.

 

Premiums will be tied into our consumer-oriented promotional program using punch cards.  The small 2x3 card will have twelve squares.  For every purchase, a punch will be made and after twelve punches, a customer receives a free drink of their choice; no marks will be awarded for refills.  This will create repeat sales and loyal customers.

 

In-store displays will be used to promote daily specials.  There will be early bird and night owl specials from 7-7:30 a.m. and 11:30-midnight, respectively, promoted by a black chalkboard and orange chalk.  After at least one semester of success, retail items such as specialty mugs with The Orange Cup logo, will be available to purchase.

 

A promotional program can be measured in a variety of ways to determine if the project is successful or not.  There are pre-testing methods (evaluating a program before it is introduced to the public) and post-testing methods (evaluating a program after it has been introduced to the public to evaluate a promotional plan.  It is important to measure effectiveness of a promotional plan for many reasons, such as avoiding costly mistakes, evaluating alternative strategies, and increasing the efficiency of advertising in general.  

 

Both pre-testing and post-testing methods are in survey form.  When researching to see if a coffee shop would be viable, three hundred surveys were distributed to faculty/staff and students.  Our results came back positive; over 250 people marked the "YES" box.  Our post-testing will be measured by how many people actually visited the coffee shop within a seven-day period, the same number of days as the pre-testing survey.  Another form of post-testing that will be administered for the first semester of opening is a comment card.  We know what we would like to see, but we also want to know what we can improve on in the future.

 

In reality, our biggest advertising tool is not what we designed in our promotional mix, but the coffee shop itself.  The fact that Doane College will have a freestanding coffee shop that does not appear to belong on campus is a huge advantage and we truly foresee a very successful future.  

 

As entrepreneurs, we decided to look at the feasibility of this project because we feel that a coffeehouse would be a great addition to Doane College. A coffeehouse would be a good place for students to socialize and study while having access to several different beverages.  This business is a great learning experience for us, as owners, to apply the skills that we have acquired in college and work experiences.  (For resumes see appendix E)  

 

One of our main weaknesses is that none of us have ever started, or ran, a business.  We feel that this is going to be a challenging business venture because we have multiple owners with several different personalities and ideas.  

 

The Orange Cup is managed by one outside manager who will be assisted by two student interns.  These interns have to be of junior or senior status and have declared a business major at Doane.  The strengths of our management team are that the interns still have management and business concepts fresh in their minds to go along with the full-time managers experience.  Another set of advantages is that the interns are young, full of energy, and ready to gain experience.  We feel that these students will also bring new and interesting ideas to our business.  One of our main weaknesses is that our management is young and lack experience in managing a business, however the full-time manager will be available to help. 

 

The full-time manager’s duties will consist of managing the business and its employees, ordering products and supplies, scheduling employees, managing the cash drawer, answering employee and customer questions or complaints, opening and closing the business, conducting employee interviews, basic employee supervision, and delegating responsibilities to the interns.

 

One full-time manager, fifteen to twenty employees, and two student managers are staffed for this business.  We operate this business as part of the work-study program at Doane. There are two shifts per day on Monday through Thursday, and only the morning shift on Friday.  Through market research, we discovered that the night shift would be busier than the day shift so we staffed it accordingly.  The morning shift consists of one manager or intern and two employees, and the night shift will consist of one manager or intern and three employees.  There is also one shift on Sunday with one manager or intern and three employees.  We may open on Saturdays if there is a special event taking place on campus such as fall visit days, Homecoming, and graduation.

 

Shift Shift 1 (Mon.-Fri.) Shift 2 (Mon.-Thurs.) Shift 3 (Sun.)

 

Time 7:00AM-11:00AM 8:00PM-12:00AM 2:00PM-10:00PM

 

Hiring and Training Managers and Employees

 

Applications for the full-time manager position will be available March 1st  and an applicant will be selected by the Business Division by April 1st.  We are looking for someone that has at least two years of management experience. 

 

Interns must have declared a business major at Doane, and be of junior or senior status.  They must have a cumulative GPA of 3.0 or above in their major, and exhibit a strong interest in the management field.  The Business Division will provide applications for the two internship positions on April 1st.  The final deadline for applicants is April 15th.  The Business Division will then choose eight applicants for the interview process.  During the interview, each applicant will be asked to provide a resume.  The two interns will be announced during finals week of the school year prior to their employment.  The interns will be required to report one week before the first day of school for training.

 

All students who want to apply for an employee position must first be eligible for the work-study program.  The Business Division will provide applications for the employees on April 1.  Applicants will be asked to come in for an interview on the week before finals.  The full-time manager will interview the employees.  Out of these interviewees, fifteen to twenty students will be selected for employee positions.  The employees will be required to report one week before school with the manager and interns.  An outside consultant is coming in and training the employees on how to use coffee equipment. The full-time manager will conduct all other aspects of the training.

 

The training program for manager, interns, and employees will go as follows:

 

Teach how to properly use equipment 

 

Stereo equipment & Intercom system

 

Teach how to properly make beverages

 

Regular or Decaffeinated Coffee

 

Employee/customer relations

 

Opening/closing procedures 

Additional management training will consist of learning the interview process for future employees and learning proper ordering procedures.  Pertaining to ordering procedures, management will learn shelf life of all products and how frequently to order them.  The manager and interns will also be required to form objectives with the Business Division.  These objectives will be reviewed monthly with a member of the Business Division to see if they are being met.  If the manager and interns are not meeting their objectives they will discuss what needs to be done differently.

 

The manager will receive a salary of $22,000 per year and interns will receive college credit in the form of an internship.  Employees will receive minimum wage or current work-study wages.  The manager, interns, and employees will have access to coffee and one non-coffee beverage per shift. 

 

1. Sales        

The first year anticipated sales are $194,880 and the next four years sales was based on a five percent increase.  Our unique atmosphere and prime location anticipates that The Orange Cup will be able to meet and exceed the five year projected sales.

 

3. Advertising  

Most advertising costs incurred by The Orange Cup are free of cost with the exception of The Doane Owl and flyers.  Ads for the Doane Owl run at $17.50 per ad.  Approximately four ads per month will be placed in this publication.

Print ads will cost $0.10 per flyer.  1,000 copies per month will placed around campus and other local areas to promote The Orange Cup.

 

4. Salaries    

One retail manager with a salary of $22,000 per year will manage The Orange Cup.  Multiple work study students will be assigned to The Orange Cup.  Salaries for work study students will be minimum wage.  

 

5. Payroll

FICA taxes are paid quarterly but accrue monthly.  FICA is 7 ½% of salaries.  Workmans compensation was estimated at 2% of salaries by Pappy Khouri, Financial Vice President of Doane College. 

 

6. Rent        

Rent for the first year was estimated per square foot from Pappy Khouri.  Rent for Fiske Lodge is $13 per square foot.

 

7. Utilities  

Utilities are based on an estimate by Pappy Khouri in accordance to Doane College.  Three dollars per square foot is allowed for this element.

 

8. Insurance    

$250 for the first year of operation was allotted for property insurance and $250 for liability.  These numbers are estimates from Pappy Khouri. 

 

9.Acct. / Legal

Greg Heier will perform legal duties if needed.  The upper level division accounting students will provide the accounting services for The Orange Cup.

 

10.Office

Office supplies which consists of accounting ledger sheets, register tape, and phone cards, are a minimal cost for The Orange Cup.  These costs are accounted for on a bi-yearly basis.

 

11. Inventory

Outlined information on inventory costs is provided in Appendix G. 

 

12. Repairs

On an estimate based by the Construction Group, $50 per month is allotted for repairs.  Repairs include any maintenance to machines, fixtures, etc.

 

13. Telephone  

Estimates for a business phone and installation was calculated by Alltel.  The monthly fee is estimated at $40 per month.  The phone will be open to the public but can only be used for local calls.  Phone cards are purchased so management can make business related long distance calls (Phone cards are allotted for in office supplies). 

 

14. Dep.  

Depreciation was calculated using the straight-line depreciation method.  Outlined information on construction, equipment, furnishings, advertising, and supplies is provided in Appendix H. 

 

15. Loan Pmt.

The $200,000 loan at a 10% interest rate, will be paid over the first five years of operation. 

 

16. Sales Tax  

All sales tax was computed on a monthly basis of 6 percent of sales. 

 

17. Total Exp.  

Sum of lines 10 through 26. 

 

18. Profit/Loss  

Gross Profit (line 7) minus Total Expense (line 27). 

 

19. Income Tax  

No taxes are computed for The Orange Cup.  All profits are given back to Doane, allowing students scholarship money.

 

1. Cash Rec.

It is anticipated that all sales will be on a cash basis payable at the time of purchase. 

 

2. Advertising  

The cost of advertising is projected to be paid monthly in the month that it is incurred.  Promotion will include flyers, ads in the Doane Owl, KDNE - The Kidney, and Doane TV.  The sign outside The Orange Cup will be shown in the start-up costs portion of the cash flow statement.

 

3. Salaries    

Work study students are paid on a monthly basis and management is paid bi-monthly. 

 

4. Payroll    

Social security tax and workmens compensation is paid in the month that the expense is incurred.  

 

5. Rent

Rent is paid at the beginning of the month in which it is incurred. 

 

6. Utilities  

Utilities are paid on a monthly basis at the beginning of the month in which it was incurred.

 

7. Insurance    

Property and liability insurance is paid at the beginning of the month. 

 

8. Accounting  

With the use of the upper level accounting class and Doane College’s counsel, no costs are incurred in this area. 

 

9. Office Sup.

Due to the small amount of office supplies that is needed, we will purchase on an as need basis. This is estimated to be approximately twice per semester as these products are non-perishable.

 

10. Inventory

Non-perishable inventory items are paid on a monthly basis.  Perishable items are paid when incurred.

 

11. Repairs

Repairs and maintenance are paid as incurred.

 

12. Telephone

The telephone is paid at the beginning of the month.  This expense will be a flat rate, since long distance are established through the use of calling cards.

 

13. Depreciation

Depreciation for construction, equipment, furnishings, advertising, and supplies are paid on a monthly basis as calculated. 

 

 

16. Total Dis.

Sum of lines nine through twenty-one. 

 

17. Cash Flow  

Line six minus line twenty-six. 

 

18. Op.

Balance $200,000 of working capital for the first year of operation.  For the next four years, the opening balance will be equal to the ending balance for the preceding year. 

 

This section will explain the figures for the projected balance sheets were calculated and the assumptions that were made.

 

1. Cash on Hand. Projected cash on hand reflects the end balance of projected cash flow statements for each of the five years.

 

2. Inventory One month of inventory from the previous year is accounted for on the balance sheet. 

 

3.Depreciation Start-up costs for the Orange Cup have been amortized on straight-line depreciation over 5 years.

 

4. Total Assets The sum of cash on hand plus inventory and fixed assets minus depreciation. 

 

5. Loan Bal. Initial loan amount minus principal payment for each year.

 

7. Profit (Loss) Taken from the projected income statements for each of the previous five years. 

 

8. Net Worth Line 7.  Remaining loan balance plus profit (loss)

 

We are starting a small student run coffee shop that will be run in the form of a partnership.  We are an independent business that specializes in the sale of coffee and other beverages.  This business will be profitable because through market research we discovered that a coffee shop would be a popular place on campus.  Our coffee shop will be open Monday through Thurs from 7:00 to 11:00 in the morning and from 8:00 to 12:00 in the evening.  We will be open on Friday from 7:00 to 11:00 in the morning, and on Sunday from 2:00 to 10:00.

 

The products we are offering are a variety of different coffees and specialty drinks.  We will also be selling common beverages such as soda and juice.  We feel our products will be purchased because Doane does not offer the type of products or atmosphere that we provide.

 

We are located on Doane College campus next to Perry Campus Center.  We feel that this is a prime location because it is near the middle of campus, therefore students must pass by in order to get to class.