From ： Groud 4 蒋丽娟、潘彤 陈舒玲、王毅红 李路遥

TG sweet soup

Business profile

Business environment

Marketing plan

Financial plan

1.TG sweet soup profile

Founder: all of our group members

Location: in the living quarter of South China

Normal University

Major line of business: syrup

Business form: general partnership

(TG=taste good)

TGLogo:

2.Business environment

TG Firstly, speaking to the business environment, we can see the cost of starting a syrup store is much cheaper than many other stores. One kind of syrup cost about ￥ 2 per, which we can definitely handle.

Secondly, a big wonderful business opportunity ： there are various stores in our school except a syrup store

But not syrup store

Thirdly, we make a tiny questionnaire toward students in our school focusing on their desire for such a syrup store .

85% A syrup store can be set up in our school.

While 15% of the students thought it’s hard to set up a syrup store.

45% Taking syrup benefits our health

58%The students used to kept a habit as having syrup few times a weak and wish to keep it.

In a word, the environment can not be better . We catch timing and opportunity to carry this business.

3.Marketing plan

Target market

Product characteristics 、 Pricing

Distribution

Promotion mix

TG

3.1.Target market

All the students who like eating dessert in South China Normal University, about 5800 persons.

TG

3.2.Product characteristics and pricingCoconut milk, papaya stew sugar water

椰奶炖木瓜糖水

Composition: Coconut milk 、 papayaEfficacy :Papaya contains rich vitamin a and c and fiber, and help to balance the blood lipid level of water soluble fibers as well as disappear of be good, have the effect of diet to indigestion.Price ： ￥ 5

TG

TG

Red bean lotus seed sugar water

红豆莲子糖水

Composition ： Red bean 、 lotus seedEfficacy : With tonifying spleen antidiarrheal, bowel, it can improve the function of absorption, yangxin nerves, the role of the kidney essence of solid, the palpitation, spermatorrhea.Price ： ￥ 5

TG

Chrysanthemum mung beans sugar water

菊花绿豆糖水

Composition ：Chrysanthemum 、 mung beansEfficacy: It can stop dysentery, diminishing inflammation, improving eyesight, antihypertensive, lipid, vigorous actionPrice: ￥ 4

TG

Snow ear corn syrup 雪耳玉米糖水

Composition:Snow ear 、 corn Efficacy ： Moist heat, nourishine Yin runfei, anti-wrinkle blood tonic, raise colour anti-aging. and so on

Price ： ￥ 5

TG

Refrigerant pumpkin sugar water

清润南瓜糖水

Composition ： pumpkinEfficacy ： Constipation diet plan ， indigestion spleen ，appetizer diet plan of high blood pressurePrice ：￥ 3.5

TG

Taro sweet potato sugar water

芋头番薯糖水

Composition: Taro 、 sweet potatoEfficacy ： fill with blood, replenishing qi, intestines and stomach, constipationPrice 3.5yuan

TG

3.3.Distribution

Distribution channels ： Direct channel （直接营销渠道）Because our target market is students, we choose direct channel.There are 6 joint partners . We make the sugar water and sell together to our customers. We do not choose to find retailers. In this channel, direct sales to consumers by the producer.

We do task personally ,like some purchasing materials, some cooking sugar water, someone selling sugar water and someone cleaning sanitation.

TG

Advantages of Direct channel :

Firstly, reduce business costs and distribution costs.

Second, directly involve in market competition.

Thirdly, establish and maintain good social insurance sugar water shop image.

Last but not least, accumulate experience, to further expand the market, laid a foundation.

TG

3.4. Promotion mix

Short-term promotion

Advertisement

Sales promotion

direct mail

outdoor

Internet

Sales

promotion

TG

Advertisement:

Direct mail:

1.Print out some colorful fliers in which customers can acquire the information of our stores—TG sweet soup including the location, operating time, slogan, logo, product menu and so on.

Notice: shop assistants: wear uniform clothing in good manner choose the best time:lunch time and dinner time.

TG

2. Make some cards whose specification is the same as business cards. Shop assistants distribute the cards to every dormitory in the student ＇ s apartment buildings.

TG

Outdoor:

Design some beautiful posters with attractive pictures of tong sui and nice word like“Let TG give you an unforgettable day!”

And stick them on the wall near the shop surrounded and on the path to customers ＇ living quarters （生活区） .

TG

Made some guideposts( 路标 ) to tell customers how to get to our shop.

Advantages: By this, our shop can have an opportunity to be known at the same time.

Notice: Guideposts can be designed into interesting patterns so as to attract customers.

TG

Internet:

• Design some elegant letters in which some introductions about our stores can be read. Then post them to customers’ e-mail boxes.

• Write and publish a brief but interesting introduction of our store and the products we offer in the micro-blog. And then forward it to our friends.

TG

Sales promotion:

Customers who have the our shop leaflet( 传单 ) or forward the introduction in the micro-blog will get a discount of 5% in the first week.

TG

Long-term promotion

Advertisement

Sales promotion

Free home-delivery service

Internet

coupons

premium

TG

Advertisement

Internet :

Renew the introductions like new products and specials offered by our shop these days in the micro-blog.

TG

Sales promotion:

Coupons:

At short intervals, we will distribute some coupons. At the same time, some particular kinds of sweet soups will be at half the price for a second bowl.

Customers who have the coupon can enjoy this.

TG

Premium:

• When customers buy 7 bowls of our products, he can get an extra sweet soup. We will give him a card in which we stamp to prove the bowls the customer have consumed.

• On one’s birthday, he will have one free bowl of sweet soup.

7 bowls

1 bowl

in free

One’s

birthday

TG

Free home-delivery service:

We offer free home-delivery service if the customer orders two bowls or more.

In the beginning, we are aimed at female customers.If our shop began to make a profit, we would have considered to hire a boy to offer free home-delivery service for the male customers.

TG

4.Financial plan

4.1. Start-up funding

(1)Rent: Our shop is about 20 square meters, about 1500 Yuan per month. (In school, it’s cheaper than outside.)

(2)Water and electricity fee is about 250 Yuan per month.

(3)License: According to the law, we need 1000 Yuan to transact the license for food business.

TG

(4)Equipment: ①Furniture (8 desks and 32 chairs, the lowest price is about 120 Yuan per set online), so the price is 1000 Yuan.②Tableware (50 bowls and 50 spoons, 5 Yuan per set), so the price is 250 Yuan.③Kitchenware (such as a refrigerator, two electromagnetic ovens): Total price is 2000 Yuan.

(5)Raw material (include mung bean, jumby bean and other material) is 1500 Yuan to 2000 Yuan.

TG

(6)Decoration: We need to lay tile, paint the wall, post some posters on the walls and so on. The price of this work is about 2000 Yuan.

(7)Advertising cost①Fliers (We will give the fliers to the students on the road, so we need about 2000 pieces of fliers. The price is 400 Yuan.);②Posters (We will put the posters in the canteens and the dormitory buildings downstairs. The number of the posters is 20, for we have 18 dormitory buildings and 2 canteens. So the price is 200 Yuan.)③Guideposts (They will be posted on the way to our store)

TG Item Cost

Shop rent ¥1500

Decoration ¥2000

License for food business ¥1000

Equipment Furniture （ 8 desks and 32 chairs）

¥1000

Tableware （ 50 bowls and 50 spoons）

¥250

Kitchenware （ refrigerator and electromagnetic oven

s ）

¥2000

Water and electricity fee ¥250

Raw material ¥1500

Advertising fee fliers ¥400

posters ¥200

guideposts ¥20

Total cost ： ¥10120

TG

The start-up funding is ¥10120 in total. There are five people participating in investment.

So all of us should pay ¥2024 in upfront investment.

TG

4.2. Break-even analysis

In order to run our shop better, the break-even analysis is very useful for us.

We need to pay ¥1750 for rent and water fee and electricity fee as total fixed costs. As for the variable costs, we estimate 1 to 3 Yuan for the products (The price of our products is set at 3 to 5 price.), so the average per-unit revenue is ¥2.

At last, the break-even point equals to total fixed costs divide average per-unit revenue (¥1750/¥2=875).It means that we has to sell 875 bowls of sweet soup to break even.

TG

Total fixed cost(Rent and Water and

electricity fee)

¥1750

Average per-unit revenue ¥2

Break-even point Total fixed costs/ Average per-unit

revenue=¥1750/¥2=875 bowls of sweet soup

TG

4.3. Prospective earnings

The first month

The second month

The third month

The forth month

Total revenue

¥4000 ¥6000 ¥8000 ¥8000

Total costs ¥2000 ¥3000 ¥4000 ¥4000

Total profits

¥2000 ¥3000 ¥4000 ¥4000

With our shop becoming more and more famous, our customers will become more and more. Our shop’s turnover will increase every month. We estimate in the following month we will profit all the time.

TG

4.4. Feasibility

(1)The South China Normal University (University City Campus) is lack of sweep soup shops nearby, so we have a big market without competitors and we can make more profits.

(2) As it’s said ahead, our start-up funding is ¥10120 and we have 5 partners, so each of us is supposed to pay ¥2024. It’s not a large sum of money for us students in university.

TG

(3)We can save a lot of unnecessary payment: We are sophomore who have ①fewer courses and have more spare time. So there is no need for us to hire anyone else and it can save the payroll;②The raw material can be bought in Bei Ting Market (save the traffic fees).

(4)For our shop is a small business, the rate of payback is high (From the form of prospective earnings, we can draw a conclusion that the return of the cost is on the fourth month).