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    题名: 藝術咖啡館之創業計畫
    A specialty café business plan - the third place café
    作者: 林韋辰
    Lin, Cynthia
    贡献者: 何小台
    Ho, Chester
    林韋辰
    Lin, Cynthia
    关键词: 藝術咖啡館
    日期: 2009
    上传时间: 2010-12-08 01:59:02 (UTC+8)
    摘要: 藝術咖啡館之創業計畫
    The Third Place Café is determined to be more than an ordinary café; it will be an innovative fusion of specialty beverage shop and art entertainment studio to enrich people’s lives. As the name implies, The Third Place Café will offer a comfortable social space for one to escape the daily stresses of life and work, to meet friends, to enjoy great tasting treats, or to explore the esthetic sensibility and creative nature of oneself. The Third Place Café will serve premium hot and iced beverages and light snacks. We will use Fairtrade certificate coffee beans only. The Third Place Café will also exclusively feature art entertainment service to customers in two easy-to-do forms: 1) customizing jewelry, 2) painting on a canvas. All the required jewelry and painting supplies will be provided. The Third Place Café will be located in Taipei City Center, in the highly-visible alley off Zhongxiao East Road, where popular hangout and entertainment places are aggregated and with close proximity to art & culture landmarks; two MRT stations serve this area. Our target clientele will be young urban professionals aged between 25 to 44 years with a disposable income and interest in art. The Third Place Café will be operated as a general partnership by three partners. The total planned investment is about NT$ 3 million, NT$ 1.232 million for the start-up expense and NT$ 1.768 million for start-up assets. The Third Place Café anticipates sales of NT$ 4.08 million for the first year and increased sales of 10% per year in the second and third year. Our financial priority is to surpass break-even point early on and maintain a healthy average net profit margin of 15% or the first three years.
    TABLE OF CONTENTS
    1.0 Executive Summary 1
    1.1 Mission 3
    1.2 Objectives 3
    1.3 Keys to Success 4
    2.0 Company Summary 5
    2.1 Company Ownership 5
    2.2 Start-up Expense Summary 6
    2.3 Location & Facilities 8
    3.0 Products and Services 10
    3.1 Products 10
    3.2 Services 12
    3.3 Sourcing 13
    4.0 Marketing Analysis Summary 15
    4.1 Market Segmentation 16
    4.2 Target Market Selection 18
    4.3 SWOT Anaylsis 19
    4.4 Competition 20
    5.0 Strategy & Implementation Summary 24
    5.1 Competitive Edge 24
    5.2 Pricing 26
    5.3 Promotion 27
    5.4 Sales Forecast 28
    6.0 Management Summary 30
    6.1 Personnel Plan 30
    7.0 Financial Plan 32
    7.1 Important Assumptions 32
    7.2 Break-Even Analysis 32
    7.3 Projected Profit and Loss 36
    7.4 Projected Cash Flow 38
    7.5 Projected Balance Sheet 40
    7.6 Business Ratios 41
    7.7 Exit Strategy 43
    8.0 References 44
    9.0 Appendix 45
    參考文獻: [1] Chang, Meg. (2009, Feb 13). Coffee Becoming King of Beverages. Taiwan Today. Retrieved 23 May 2010. http://www.taiwantoday.tw/ct.asp?xItem=47956&CtNode=427
    [2]李文龍 (2003). 如何開一家輕鬆又賺錢的咖啡店. 知本家文化出版社.
    [3] Di Mora, S., Lewis, K., & Lind, S. Starbucks Company Market Analysis. Retrieved 29 May 2010. http://www.scribd.com/doc/9683015/Starbucks-Campaign
    [4] Forbes, Steve. (2005, Dec). Who`da Thunk It? Coffee Is Hot. Forbes Magazine, Vol. 176 Issue 12. Retrieved 30 May 2010. http://www.forbes.com/forbes/2005/1212/033.html
    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    94933043
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0094933043
    数据类型: thesis
    显示于类别:[國際經營管理英語碩士學程IMBA] 學位論文

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