Flower shop business plan

1. Project background

The flowers in various shapes and forms speak a thousand words, and each sentence tells the story of "beauty", especially now. As people's living standards continue to improve , the quality of life continues to improve and the pursuit of life. Flowers have become an indispensable embellishment of people's lives! Flower consumption has become more and more popular in recent years. In addition to the beautiful appearance of flowers themselves, which are pleasing to the eye and beautify the home, they can also develop people's imagination. It makes people more reserved and tasteful when communicating with each other.

In this way, we established the flower shop in Kaifeng, the ancient capital, with flower delivery as the market entry point, taking into account long-term market share and short-term capital return rate to seize the market. It is very feasible to meet the theme of personalized consumption and use flowers as a pilot to promote other products, and ultimately form a market with the brand advantages of "Kaifeng Flower Shop in the Ancient Capital".

2. Company project planning

1. Provide a clear and clear company mission

Effective and smooth sales channels, provide products and services as the basis, and promote the flower market great development. Our Kaifeng will become a lovely messenger, sending wishes and happiness to thousands of households and creating a living environment for mankind!

2. Company goals

Based on Kaifeng , serving Kaifeng and radiating to central China. Create a first-class flower shop company.

The company will use one year to establish a certain degree of popularity among consumers in Kaifeng and strive to achieve a balance of payments. During the investment period, only the Jinming Square area where the website's main station is located will be selected as the pilot market. The regional market capacity is relatively large and representative. We will try it out first. If successful, we will expand the market and open branches.

3. Business environment and customer analysis

1 .Industry Analysis

Our flower shop is for the general public and has a broad market. The consumption target is the general public and college students. In the future, if the business is good, the market will be expanded to surrounding counties. If my goal is successful, the capacity of the target market is considerable.

2. Analysis of survey results

Our company will conduct customer analysis focusing on senior citizens, mainly using questionnaire surveys and individual interviews.

⑴ There is obvious curiosity, there is convergence in innovation, and purchasing behavior occurs after listening to introductions from classmates or friends.

⑵ Purchasing behavior is basically emotional However, due to the influence of their own economic income, their purchasing behavior is also rational, and they generally choose varieties with lower prices but stronger romantic colors.

⑶ College students do not have a fixed purchasing pattern. Behaviors are often arbitrary.

⑷Have strong ability to accept and absorb new things, pursue fashion, and advocate individuality.

⑸The factors affecting product purchase are: price, variety, packaging, service etc.

⑹Purchasing behavior is very festive, generally concentrated on Teachers’ Day, Valentine’s Day, Tomb-Sweeping Day, Mother’s Day, Christmas, and around friends’ birthdays.

3. Objectives Customer Analysis

College students generally do not ask about the price when purchasing. They tend to express their feelings in terms of order quantity. For example, most order 1 (You are mine), 3 (I love you), 19 (love lasts for a long time), 21 (favorite), etc. When citizens buy flowers, we must ensure high quality and low price to provide consumers with a satisfactory market.

4. Business strategy

1. Team members:

Yang Yunhong is mainly responsible for company affairs

Lu Qian is mainly responsible for accounts

Yang Meili is mainly responsible for flower packaging< /p>

Gang Hongbo is mainly responsible for market research and result analysis

2. Marketing strategy analysis

2.1 Brand strategy

At the beginning of the flower shop construction, we We attach great importance to the brand. In terms of brand packaging, based on detailed market surveys and bold predictions, the art staff adopts a design plan that combines dynamic and static pages. The visual image and text fonts are carefully planned, striving to be unique and innovative.< /p>

　2.2 Price Strategy

The flower shop strives for perfection in raw materials, packaging, services, etc., and strives to give customers maximum enjoyment and psychological satisfaction. It takes both the low price route and the quality route to satisfy The needs of consumers at different levels.

2.3 Promotional strategies

⑴ Publicity strategies

Use manual publicity, online publicity, newspaper columns, and bulletin boards for free publicity, and Establish good relationships with major newspapers, local radio stations and TV stations, and adopt a mutually beneficial and win-win strategic model.

　⑵Service

The flower shop’s service must be first-class, and for delivery As far as the team members are concerned, as long as there is an order, it must be delivered on time and on location according to the order requirements, and it must be delivered with a smile. In terms of after-sales service, the customer service department is responsible for taking the following methods:

① Say thank you Provide friendly reminder services by phone or e-mail, and send e-greeting cards to customers on major holidays.

② Accept customer returns unconditionally and handle customer complaints in a centralized manner.

③ Set up consumer Survey form, attached with gifts, to grasp first-hand information of consumer needs.

④Customers who order for the first time will receive a vase with flowers and enjoy price discounts. After becoming a member, they will enjoy membership Price.

⑤Exchange information with customers, communicate feelings, and answer the questions that customers are most interested in.

2.4 Channel construction

As of now, and Contact other flower shops to provide joint flower shop services.

3. Implementation of online flower shop strategy

1. Market scope selection During the investment period, only Kaifeng Jinming Square area was selected as the pilot market , this area

The market capacity is large and representative. We will try it out first. If successful, we will expand the market and open branches.

2. Focus on promoting customers. The publicity targets are mainly consumers who are interested in flowers. It is easy for college students to lead the trend, so we take advantage of this to expand our popularity.

3. Choose a few days each year for on-site promotions to attract more customers:

⑴Hang uniform colored banners, located on the main road of the square, the number is 3-5. "The grand launch of the ancient capital flower shop" is hung with the title.

⑵ Make a broadcast to introduce it, and place a publicity board to introduce the content of the flower shop in detail, and place physical flowers. On the day of the promotion, gifts will be delivered on site Send it out.

⑶On the day of promotion, contact Kaifeng radio station and newspaper for broadcast.

5. Marketing effect prediction and analysis

1. Sales revenue

According to survey and analysis, we can predict that during major holidays, daily sales will be 1,000 yuan Above.

2. Payment method

Pay the amount directly or swipe the card

3. Ordering method

Manual purchase, phone order. In addition , we focus on launching SMS ordering, which is very popular among students.

4. Customer characteristics

Younger, 50% are young people, mainly men; the other middle-aged and elderly people are visiting friends They consume by seeing patients, they have high credibility, high cultural quality, and no bad debts.

5. Consumption characteristics

Flowers under 60 yuan are welcome.

Accept market suggestions and be in line with the public.

VI. Operating cost estimation

1. Principle:

Use every penny wisely and give full play to the value of every penny

2. Initial investment:

During this period, funds will be mainly used for store selection and decoration, product procurement, preliminary publicity, logistics and distribution, etc. It is estimated that RMB 30,000 will be needed It takes about a month for normal operation.

3. The second phase of investment

At this stage, our services will radiate to urban areas and major schools. The content of the project will be greatly expanded, and the quality of the service will also be further improved. Its funding sources are mainly the accumulation of the company’s early profits and the introduction of external funds, such as bank credit.

8. Project Summary

1. Survey on the completion of main work

Understand the real needs of the general public, and the company has made an overall plan in terms of achieving goals, operating mechanisms, project strategies, etc. In addition, in terms of system development planning, the company also consulted a large number of sales materials based on my country's actual situation. The most important thing is that in view of the current situation in the flower market that is suitable for the special requirements of citizens, we have designed a series of service products by ourselves, such as ordering flowers by text message, accompanying blessing cards, telephone messages, etc. and have set reasonable prices. At the same time, We have also set up forums, which not only meet the practical needs of young students, but also meet the needs of consumers of different ages in society!

2. Shortcomings and difficulties

Due to Our company has just started planning, and there is a serious shortage of funds. At the same time, due to time constraints, the entire plan is inevitably lacking. However, we will try our best to enrich and improve it. Giving roses to others will leave a lingering fragrance in the end. We believe that in the future, In the future efforts, this flower shop will definitely be further improved!

This is my goal of starting a business. I hope that I can do this seriously after graduation. I firmly believe that if I work hard, I will succeed. Return

Part 2

1. Executive summary:

In the minds of many people, flower shop is a good career,

A business plan for opening a flower shop. On the one hand, working in an environment full of flowers every day makes me feel happy; on the other hand, people's consumption level of flowers has improved. During festivals and visits to relatives and friends, flowers have become a favored gift for people. As things get better and better, more and more people will buy flowers, and the future of flower shops will certainly be good.

From a business perspective, a flower shop should be considered a typical small business. A room does not need to be very large, it can be simply decorated, and the four white walls can also show off the beauty of flowers.

A small flower shop can be opened. Nowadays, many laid-off people are thinking of starting a small business, and the cost of a flower shop is what they can afford. I have seen a survey of students at a flower art school. It was found that more than 95% of the more than 100 students planned to open a flower shop. Coupled with the existing flower shops, one can imagine the intensity of competition.

However, opening a flower shop is not as easy as imagined. After all, flowers are fresh things, and flower shops are an industry full of risks. Flowers are subject to wear and tear from the moment they are purchased. If business is not good, you can only watch the flowers wither and rot. Some high-end flowers cannot be purchased in large quantities. If they cannot be sold, the losses will be too great. However, if there are no high-end flowers for sale, orders with higher profits may be lost. This requires a lot of thinking from the development of human history. From a perspective, when people's material life is satisfied, their demand for spiritual life will be very strong. Someone once said that in China, "the era when flowers are as popular as mobile phones is coming. Seize every major festival, such as the Spring Festival, Valentine's Day, etc." Festival, Christmas, Mother's Day, Teachers' Day. At the same time, develop potential festivals such as Chinese Valentine's Day, Secretary's Day, Nurses' Day, Father's Day, Journalists' Day, etc. to expand the potential consumer group, stimulate market potential, and strengthen market publicity

A flower shop is a beautiful and elegant place, and flower art is the soul of the flower shop. Beautiful flowers convey various emotions to people, and the flowers in various shapes speak a thousand words, and every sentence tells a story. Flowers are an indispensable embellishment of people's lives, and flower consumption has become increasingly popular in recent years. In addition to the beautiful appearance of flowers, which are pleasing to the eye and beautifying homes, they can also develop people's imagination and make people more subtle and tasteful when communicating with each other.

2. Flower shop situation:

Name: Menghuayuan Flower Shop

Advertising slogan: Flowers bring a good mood

Signboard:

Business philosophy: The flower shop adheres to the business principle of honesty and service first, and sincerely serves consumers. To establish a sense of competition, market awareness, credibility, and brand, you must learn to be a good person in life. A person who engages in business activities must pay more attention to being a human being.

Goal: To effectively open up sales channels and promote the development of the flower market based on the provision of products and services. Let customers understand the true meaning of flowers. , send wishes and happiness to thousands of households. Bring beauty and happiness to customers!

Improve the visibility and reputation of the flower shop as much as possible, establish a complete system of its own, and eventually promote it to the whole city , the whole country, and even the world, become bigger and stronger.

III. Market Analysis

my country’s flower industry started in the 1980s and entered a period of rapid development in the 1990s. According to department statistics, the current flower planting area in my country is 147,500 hectares, with total annual sales reaching 16.3 billion yuan. Especially in recent years, with the rapid development of our country's national economy, the development speed of our country's flower industry has also accelerated significantly in Guangdong and Yunnan. , Guangxi, Shanghai and other places, the flower industry has developed into a local pillar industry. More than 200 Chinese and foreign flower experts who participated in the 99 Kunming World Expo flower seminar predicted that the flower power of the 21st century will emerge in Asia, and mainly China. The development of flowers will surely promote the development of the flower industry.

2. SWOT

Analysis SWOT analysis refers to the strengths, weaknesses, opportunities, and threats of the enterprise. ) is a method of conducting comprehensive analysis and evaluation to select a business strategy.

(1) Advantages

The cost of flowers is low and the net profit is high. The price of flowers adopts a mid-to-low-end price strategy, which is significantly lower than that of similar flower shops. From this point of view, we have a price competitive advantage. We have both physical stores and online stores. After we have a stable customer base, customers can order directly online, which is convenient and fast. With the rapid development of the Internet, there are relatively many consumer groups online. Especially those born in the 80s and 90s who grew up with the Internet. Needless to say about the physical flower shop market, online flower shops also have certain advantages. And no matter what festival there is a huge demand for flowers, we have marketing advantages and logistics and distribution advantages.

　(2) Disadvantages

Flowers wilt easily and are difficult to save, so many flowers must be thrown away. The price of flowers is highly seasonal, and prices fluctuate greatly during festivals. Due to financial constraints, publicity and other market promotion activities are not in place, which affects visibility to a certain extent, and the target audience's awareness is relatively low. In short, many people buy during festivals, but during normal times, it is difficult to sell.

　(3) Opportunities

Our flower shop is located in a university town, where there is a group of energetic consumer groups who advocate individuality and pursue romance. They have a good understanding of the meaning of flowers. Especially during holidays, many students will express their emotions through flowers. Our online flower prices are lower than similar prices, and the types of flowers are abundant and clearly classified, making it easy to find the type of flowers you need.

(4) Threats

The threat of flower shops and the reduction in consumer desire, the impact caused by the surge in physical flower shops and virtual online shops,

Great competitiveness! The effect of advertising and publicity may not be obvious, and consumers cannot directly see or touch the flowers. There may be skepticism and a wait-and-see attitude.

3. Market segmentation and target consumer group selection

(1) Market segmentation

Market segmentation means that enterprises should base their efforts on the diversity of market needs. Based on differences in buyer behavior, the entire market (i.e., all users) is divided into several user groups (i.e., market segments) with certain similar characteristics in order to implement target marketing strategies and tactics. The three groups in the market segment are college couples: because the price of flowers is generally around tens of yuan and the consumption is not high, college couples can enjoy romance with easy consumption. Young Friendship Clan: College is a time when young people are frivolous. Many friends communicate and gather frequently. They occasionally send a bouquet of flowers to each other, which is warm and cordial. Office workers: Because flowers are an ideal product for office decoration, students can express their gratitude by bringing a bouquet of flowers to their beloved teachers during important or ordinary holidays.

　(2) Target market

For any enterprise, not all environmental opportunities are equally attractive. Due to limited resources and to ensure the effectiveness of resources, the enterprise’s marketing activities must be limited. Within a certain scope, determine the specific service objects, that is, select the target market. Enterprises select target markets on the basis of market segmentation. By analyzing the degree to which the requirements of market segments are met, they can discover those needs that have not yet been met, and accordingly determine whether they are ready to serve those market segments. The current target market of our flower shop is mainly people aged 20 to 40 years old. Mainly composed of college students, they have strong ability to accept and absorb new things, pursue fashion and advocate individuality.

Second Marketing Strategy Analysis

1. Product Strategy

(1) Product Introduction

Flower is a beautiful plant, regardless of It can exude its noble temperament in any environment. During the festival, sending a bouquet of flowers and a greeting will add incomparable warmth to a friend's heart. Especially today with the rapid development of society, the uses of flowers are becoming more and more widespread, whether it is a business opening , festival celebrations, parties, home decorations, or visiting relatives, and even traces of it can be found in food. Flowers always appear on different occasions with different identities and temperaments, adding a lot of joy to people.

　(2) Product classification

Mainly divided into: Valentine's Day flowers, birthday flowers, Teacher's Day flowers, sympathy flowers, memorial flowers, business flowers, etc.

①Valentine’s Day flowers:

Many contemporary college students pursue fashion and romance, which is undoubtedly more prominent on the occasion of Valentine’s Day. According to the romantic psychology of students, on Valentine’s Day, this unique During the festivals, the demand for flowers is relatively high. ②Birthday flowers:

Someone has a birthday every day, so birthday flowers will never cool down in the market, and no one can eat the big cake in this market in one bite. According to relevant surveys and analysis, on birthdays Most of the people who receive flowers online are female friends, so we can design birthday flowers suitable for women.

③Teacher’s Day is here.

Sending a bouquet of flowers to teachers is the most direct way for many students to express their gratitude.

Sending flowers is very particular. By sending different flowers, you will express a different meaning to your teacher. Our store will provide more detailed classification and introduction of flower types to meet the needs of different students.

④Condolence flowers:

Condolence flowers are mainly used for visits and condolences. The design of condolence flowers will give people a feeling of vitality, warmth and positivity.

⑤ Memorial flowers:

The demand for memorial flowers is also very high. People pay tribute every day, and in reality, flower shops rarely buy memorial flowers. This flower is mainly white. This classification is mainly for areas surrounding university towns.

⑥Business flowers:

This product is mainly used for business occasions, such as: reception of VIPs, venue decoration, clothing decoration, etc. Business flowers are rarely purchased by college students, but there is still a huge market for teachers and surrounding business people.

2. Brand

From the beginning of the flower shop, we have attached great importance to the brand. We adopt a main and sub-brand strategy. The main brand is Fengdi Youxiang Flower Shop, which aims to attract as many young people as possible; we have put a lot of effort into the sub-brands, such as "Crystal Love", "Family Flower Delivery", etc. The purpose is to express the advantages and individual image of the product, create an elegant and personalized atmosphere, spread it quickly, and meet the consumption needs of consumers in the target market.

3. Pricing strategy

Our flower shop adopts a mid-to-low price strategy for flower prices. We strive for perfection in raw materials, packaging, services, etc., and strive to give customers maximum enjoyment and psychological satisfaction. , specifically two pricing strategies will be adopted:

4. For packaging with a small quantity, such as: 1 rose ordinary package, the mantissa pricing method will be adopted, for example, it is set at 4.9 yuan, mainly to meet the needs of consumers. Honest mentality. For packaging with a large quantity, such as more than 20 roses, the integer pricing method is adopted. 21 roses are set at 29 yuan. The price includes auspicious numbers in order to satisfy consumers' desire for fame.

4. Distribution strategy

⑴ Company location

Retail profits can reach 50%-80% in the flower industry, and retail profits are enough to cover one month’s rent. Water and electricity, employee wages, tax expenses, etc. From this perspective, the store location next to a hospital, hotel, photo studio or entertainment city can avoid the impact of the off-season from June to September on the overall performance. The second is to consider the improvement of wholesale and retail performance, because the wholesale profit is about 10% to 30%. %, you can choose the store location in a wholesale flower market street, or in a neighborhood where flower shops are concentrated. In addition, when selecting a location, you should also consider whether the doors and windows of the room are large enough. In the future, they will be replaced with glass doors and windows to show the interior appearance of the flower shop. During the peak season from September to May of the next year, all flower shops and flower buyers are your customers. Due to the herd mentality of customers in shopping, wholesale volume is large and prices are cheap, you will win many things that others cannot. business. At the same time, other flower shops are also your wholesale customers.

　⑵ Channel construction

At present, our flower shop mainly establishes business relationships with first-level wholesalers. When choosing a wholesaler, generally examine its business performance, reputation, cooperative attitude, and whether the supply is timely, etc. It is necessary to sign a cooperation agreement with the wholesaler and reach an agreement on issues such as price and product quality. The price when the delivery person picks up flowers at any outlet is the same, and the settlement is usually within half a month to a month.

5. Promotional strategy

⑴Advertising

1. The goal of advertising: Customer satisfaction is the ultimate goal of advertising.

2. Target market strategy Our flower shop mainly provides flowers, gifts and corresponding services. The current delivery capacity range is the area surrounding the flower shop. A prize-based questionnaire survey conducted on the flower shop’s customers showed that among the actual flower shop’s target market, 90% are people aged 20 to 40 years old, 85% have a college degree or above, 89% have Internet habits, and their monthly income is between 70% of the customers pay 1,000 to 10,000 yuan, and 73% can accept online payment methods. Therefore, the current target market of our flower shop is mainly concentrated in people aged 20 to 40 years old.

3. Make advertising creative and strategic choices

Have a clear and powerful title: The advertising title is a general, conceptual and dominant language that attracts consumers. Simple advertising message: The youth of flowers explains the inner voice. Develop interactivity: For example, adding game functions to online advertisements to increase visitors' interest in advertisements.

　⑵Promotion

The publicity strategy adopts a low-cost, high-output approach. Print promotional materials and adopt an intensive strategy; at the same time, use radio stations, newspaper columns, and bulletin boards for free publicity. In addition, use the advantages of website information flow to promote and highlight the image, and establish good relationships with student societies and other organizations in major universities to adopt mutually beneficial methods. A win-win strategic model.

4. Overview of the flower shop:

Site selection: Jiaoyuan Back Street (a store at the intersection of Dequan Road and Middle Street, with a large and concentrated flow of people, within the university town, The location is superior, the transportation is convenient, the effect is obvious, and it is easy to drive business).

Decoration positioning: Decorating in a modern style gives people the flavor of the times and a modern psychological feeling, which has an motivating effect on most consumers with a strong sense of the times. The atmosphere in the store is lively (but the main focus is to save costs). Business scope positioning: It mainly includes flowers, potted flowers, dried flowers, flower utensils, handicraft silk flowers, etc. Because it is just the beginning, it is followed by floral artistic conception design, wedding services, etc.

Promotional positioning: It should be consistent with consumer groups, highly targeted, and cannot cast a one-sided net.

Service positioning: guide consumption and let customers understand the language of flowers. If customers need it, they can come to serve, decorate the hall and design floral arrangements; teach consumers the knowledge of conservation and preservation, visit customers frequently and master their new flowers. Requirements, new trends, timely replacement of fresh flowers for customers with rental business, etc.; business hours can be flexibly arranged for consumers, which can greatly increase their repeat customers and share.

5. Target consumption system:

Generally, they are old, middle-aged and young people, aged between 18 and 60 years old. The main consumer group is college students, because the location is In the university back streets, the main passenger flow is college students, who are also the most concentrated, so they are the first and primary consumer group; followed by other young workers, middle-aged people, and the elderly; and finally other passers-by.

VI. Marketing

Mainly marketing from the following aspects:

1. (1) Product diversification strategy (2) Product differentiation strategy (3) Price strategy

(4) Member price (5) Direct sales channel (6) Intermediary channel

2. Promotion

(1) Discount ( 2) Door-to-door delivery (3) Telephone greetings

3. Display talents 4. Start a website 5. Implement a membership system

6. Start a training class

Seven , Financial analysis

1. Assumptions of financial forecasts

(1) Application of depreciation rate

Initial sales expense: 20%/year

< p> Office equipment and computers: 15%/year

Purchase of flowers: 65%/year

(2) Price: The price of the financial projection method is the cost price, that is, the price does not include the mark . Prices will increase by 5% in the second year.

(3) The currency used in the financial plan is RMB.

2. Financial performance

(3) Cost analysis

Total *** capital - 50,000 yuan

Store rent (about 30,000 yuan);

Simple store decoration fee (about 5,000 yuan);

Purchase payment, equipment configuration fee, two technical staff fees, etc. (10,000 yuan) (about 5,000 yuan);

Reserve balance (about 5,000 yuan).

8. Business method:

1. Use your own capital of 50,000 yuan to open this store, and open a good flower shop on the premise of saving costs

2. Serve customers first, the quality is absolutely acceptable, and the price is relatively cheap. A proactive flower shop should aim at price + quality + service to win customers;

3. It can be advertised and promoted in In university towns, put up posters, distribute leaflets, rent cars for promotion, use school radio and forums for promotion, etc.;

4. After the flower shop develops stably, it can promote and sell online, which will become even bigger To increase visibility and customer base;

5. Within Wenjiang, we can guarantee door-to-door delivery and door-to-door service.

9. Profit method:

Profit from selling flowers and other varieties;

Service fee for flower delivery;

Door-to-door service Service fee;

10. Risk analysis and corresponding measures:

Flowers are difficult to maintain. Flower shops will inevitably encounter the loss of flowers, so it is very important to maintain flowers well and minimize the loss of flowers. If the maintenance work is not done well and the loss is too large, it will make ends meet. There are fewer customers during the off-season. The off-season every year is a major test for flower shops. If they cannot find new sales channels and maintain a certain number of customers during the off-season, it will be difficult for flower shops to survive these months.

Strategy:

1. Employees can be sent to specialized training schools for training. In addition, given that people today have different preferences for floral works, customization is the direction for flower shops to develop their business;

2. Choose the correct positioning for the flower shop. There is a huge difference in the quality of flower shops. If the positioning is not correct, it will cause great losses.

3. Choose an appropriate store address. The flower shop can be located in a gathering place of flower shops in the area. This can create a scale effect and many customers will come here because of its reputation. If you decide to choose a separate location, you can consider choosing it next to a hospital, hotel, photo studio or entertainment city, so as to avoid the impact of the off-season on the entire performance.

4. When running a flower shop, you must seize business opportunities and become more regular customers. To do this, credibility is key. First of all, the quality and price of flowers must be appropriate, and secondly, the quality of service must be paid attention to, and free door-to-door delivery can be provided to customers.

11. Exit Mechanism

Due to good timing, the flower shop’s profits are increasing year by year. After discussions among the shareholders, they decided to expand their business scope and acquire a small business. Some shareholders have initially planned to open a chain of flower shops.