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wholesale fine jewelry china Enterprise name: ×××× furniture company head name: ×××
Address: Shanghai ××× Road ×× number number: ××××××××
The situation is formulated, and the assessment of relevant departments, accountants, and experienced relevant persons should be submitted before the implementation. Please criticize and correct them.
Catalog
. Implementation of feasibility summary
. Enterprise Overview
. Products and services
. Market and customer group analysis
5. Competition
6. Price and sales strategy
7. Cost plan
, cash flow plan
9. Investment recycling
, Economic Analysis (Fund Source and Uses, Equipment Listing, Sales Forecast, Balancing Balancing Balancing)
. n. 14. Possible problems and prevention measures
15. Application procedures and schedule
. Overview of the basic conditions of entrepreneurship
1. Market demand I have been associated with myself
. I have been in the furniture industry for more than 20 years, and I am very fortunate to have a long -lasting demand for the commodity market.
2. Basic conditions for implementing entrepreneurs
(1) Has good professional experience and professional performance (long -term engaging in technology, business and corporate management).
(2) It has a certain period of entrepreneurial simulation preparation, such as team building, etc. (decision -making, execution and operation of three -layer backbone personnel are basically all available, and personnel expertise covers the elements of product development, marketing, production, management and other elements, and all have the possession The better career performance), these objects will join the new enterprise as the initiator.
(3) The initiator (team) has the ability to meet the initial capital demand for the company.
(4) New enterprises (hereinafter referred to as enterprises) may be authorized by well -known brands.
(5) Enterprise may obtain support and help of the original work unit under policy permitted conditions (can be regarded as part of the nature of light industry state -owned enterprises). Stores and other aspects.
(6) Enterprises may obtain lending and enjoying preferential policies through entrepreneurial support policies, such as income tax reduction and exemption.
(7) A working idea based on the core expertise and supplemented by the combination of decomposition is becoming increasingly mature. This idea is determined by market conditions and corporate conditions. Strong, refined, and accurate 20; do a good job, do well, and stabilize 80, and do this 2: 8 under the guidance of insisting on win -win and continuous learning. For example, in terms of process manufacturing, companies only complete the processing of key processes and final processes in the entire process route, accounting for about 20, and the remaining 80 processing (including product) is supported by the company's purchase behavior. The purchase behavior will obtain the support of technical process standards, quality control standards, economic contract performance and qualified contractor.
(8) The initiator (group) of an enterprise has a strong desire and recognition of the construction -based enterprise (the basic situation of the initiative).
(9) The direction of the operation of the enterprise will evolve towards brain -like enterprises. The running and development effect of controlling resource factors and non -controlled resource factors will gradually realize. The initial stage of the enterprise will be the simulation practice and running -in of this structure.
. The general situation of the enterprise
1. The company's nature and main business scope
The legal form of the company adopts a limited liability company form. The nature is a hybrid economy, and the company's initial investment (registered capital) is RMB 600,000. Among them, state -owned shares are about 10, and natural person shares are about 90.
The main business scope is: wooden furniture (including software and furniture) production, sales (including extended products); handicrafts, art manufacturing, creation and its extension products; interior decoration design and interior decoration construction and supporting facilities Sales of products; consulting services; raw materials for manufacturing of home space -related supplies (including imported raw materials).
. The address selection
The factory address is part of the lease of the original work unit backbone factory. It covers an area of about 5,000 square meters and a building area of about 2500-3000 square meters. The place of sales selected in the new original unit's specialty business building (mature and good sales performance, in Shanghai city).
The first choice of factory and the geographical location of the factory is arranged in the Liuxing Town area on the second side of the Shanghai -Youth Highway.
3. Business philosophy
is small, fine, and good.
M small: pursue 1: 6.5 harmony (brain and trunk), operation 2: 8 (1: 4) processing.
E refinement: quality control.
Make: services in two directions, namely customers and suppliers. Serve customers to establish the reputation of enterprises, and to divide the supply of suppliers to improve comprehensive quality.
4. Quality target (referring to the final inspection of the inspection status of the warehouse)
Special product rate: 10; first -class product rate: 20; qualification rate: 100.
The company will implement the ISO9001 system in the early stage of operation. After 6 months of bidding, apply for a multilateral certification certificate.
. Products and services
The product sales and service scope are shown in the main business scope.
The consultation services are: technology, quality control and corporate management consultants of small and medium -sized wooden enterprises (objects), as well as providing products and process design for customers with special needs.
. Analysis of the market and customer group
1. Target customers
The target customers of new enterprises are:
1.1 Monopolinal customers refer to buying goods or services to meet living and improved People with quality of life are characterized by personalized small purchases, which are our main service targets.
1.2 Group customers refer to the purchase of goods or services to meet customers who meet business needs such as restaurants, hotels, companies, and sales needs. It is characterized by a personalized design of a batch purchase and coming product production organization.
1.3 Customers who have special needs refer to the purchase service category to meet the individual or enterprise of customers who meet the needs of production organizations and quality control.
The planning sales for the initial opening of the enterprise from the beginning of the company to 18 months are: 65 × 18 = 10.8 million yuan. The above -mentioned three types of customer groups are predicted, which account for 808.64 million yuan; 15 % (1.62 million yuan); 5 % (540,000 yuan).
2. Customer needs meet
products and services with certain quality standards to meet the reality and potential needs of the three customer groups:
The needs of different levels in the group meets the potential needs of this type of customers to effectively create warm living rooms and highlight the cultural taste by overall sales.
The on -time service meets the needs of the group customer group.
This with obvious results and planning to meet the actual needs of customers with special needs.
. The customer group analysis and target market forecast
M of the three types of customer groups of new enterprises, the second category is group customers and the third category of special needs. It is stable, and its sales have enough room for rise. The reason is that the promoters of the new company have this resources.
The large proportion of new enterprises to lock in the first type of customers is because it is the hotspot of competition. Participating in hot competition is the best to achieve new enterprises operation and exercise new product development capabilities and finished product control capabilities. stage. The competition for participating in this target market is the best way to increase the evolution of new enterprises to brain -type tissues.
Analysis of the first type of individual customer group
The target market capacity between 2.5 billion and 30 billion yuan
about 80,000 to 100,000 newlywed families and 250,000 families in Shanghai relocated each year. To a new residence, you need to buy a house or replace 9.5 million square meters. According to the survey, 72 % of residents received the price of furniture between 5,000-8000 yuan, and a cervical test can bring about 300 yuan per square meter of furniture consumption. The capacity of this item is 3 billion yuan. Or it is equivalent to spending 10,000 yuan according to the number of newlyweds and relocation according to the two -bedroom, one -living room furniture. Therefore, the annual purchase demand for single customers in Shanghai is 2.5 billion yuan.
This price cases are five-piece bedroom furniture; 6000-7000 yuan / set:
. According to the questionnaire survey of Shanghai Consumers with medium bias between 1,000 monthly salary between 900-1200 yuan? 6000-7000 yuan five-piece furniture bed, 2 bedside cabinets, large wardrobes, and low cabinets are the mainstream prices of such customers. Among them, there are 89 customers who purchase mainstream prices; 7 % of mahogany furniture for high -end domestic furniture; 4 % of the purchase of high -end imported furniture.
4. Analysis of market prospects and advantages and disadvantages
4.1 Market prospects: Market capacity and mainstream purchase groups show that the total annual sales of main prices are 2.2 billion to 2.6 billion yuan. The annual sales of Shanghai brand furniture in this target market are about 0.40-045 billion yuan, and the market share is only about 1.5 %. The brand of the brand is more space for expanding the share. The target sales of this company are 6.24 million yuan, accounting for only about 13 % of the brand's total sales, and the market prospects are more optimistic.
4.2 advantages and disadvantage analysis: The advantages of new enterprises are as described as before; the disadvantage is:
a. The gap in liquidity funds. b. Quality personnel gaps in the production chain connection and quality control links. c. The lack of understanding of the new sales point of 4PS. D. CAD auxiliary design follow -up and design costs are not fast. e. The running speed and affinity of the work team are not enough.
5. Competition
1. Analysis of corporate competitors
In the target market of the mainstream price of bedroom furniture, the price and service, style, and quality of competitors are as follows:
competition Rocity style service varieties of wood
A foreign companies A and 9900 yuan generally change less solid wood
HD 8632 yuan in Shanghai Enterprise B. Generally, there are less double -packed water song willow
2. Competitive countermeasures
. 2.1 service: including settlement, use instructions; follow -up, public commitment, etc.
2.2 styles: The same modeling products include A, B, and C, so that customers who like to spend less money and want to spend less can choose the price that is more suitable for them at the three prices.
2.3 Price is public: the part of the preferential policy of the enterprise is given to consumers.
6. Price and sales
1. The first year of the company's sales plan: annual sales of 7.8 million yuan; the second year of sales plan: annual sales of 7.8 million yuan, average monthly sales of 650,000 yuan.
-January 4th-June 7th, September 10th
Sales 273 156 117 234 = 7.8 million yuan
percentage ratio 20 % 15 % 30 % = 100
2. Pricing and sales channels
Price pricing: It is intended to destroy the price and demand -oriented pricing and competitive pricing method.
Sales channels: In view of the use of well -known brands authorized by enterprises, there are 500 ~ L000 square meters of special sales in the original unit brand specializing in commercial buildings.
3. Promotional means
(1) The price is appropriate.
(2) The creation of the atmosphere of the dedicated sales area allows the purchase of reality and potential commodities
It people who ask when they stay in the sales area, which constitute a good process of Mu Ming brand, stay, discussion, objection, and transaction.
(3) As a consultant and assistant for customers, it advocates the principles of buying the furniture purchase principles for customers who buy less behaviors and publicize less procedures for more processes.
(4) Propaganda: After -sales service special vehicles, media advertisements and soft advertising, products and related publicity books.
(5) The casual product of the lower limit of the purchase amount is printed with a unique customized crafts printed by the corporate logo.
(6) The development of Shanghai brand furniture is set up in the sales area to highlight the cultural connotation and new process application of the product.
7. Cost plan
The product group of enterprises consists of 1, 2, and 3. The cost plan is as follows (first,
two years, sales price 100):
category 1 2 3
The content single -body customer group customers who have special needs
Cost planning goals Cost % 88 % 85 % 20 %
gross profit margin % 15 % 80 %
Cost planning: Ingredients, labor, fees (financial expenses, lease costs, sales costs, insurance n expenses, expenses, costs, costs, costs, costs, costs, costs, costs, costs, costs, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, expenses, costs, and expenses, expenses, costs, Transport costs, depreciation expenses, etc. are included in costs).
example: The cost composition of the complete bedroom of a single customer product:
1 The main raw and auxiliary materials and molding processing components: about 55 %
2 The material and artificial expenditure of fine processing and decoration: 18 %
3 Publicity advertising costs and development sample costs: 5 %
4 management costs financial costs, lease costs, etc.: 10 %
5 gross profit margin: 12 %
eight, eight, eight, eight, eight, eight, The cash flow plan
has sales of 7.8 million yuan, monthly sales of 650,000 yuan, and 40 days of production cycle. The second and third categories do not make cash flow plans. Because there are 50 deposits in the second type, the third type of random investment is the salary expenditure of clerks and operators.
7.8 million yuan × 80 = 6.24 million yuan;
6.24 million yuan ÷ 12 = 520,000 yuan to sell first types of products
funds weeks days: 80-90 days / time r
Demand demand for flow funds: 55 of the total sales value, that is, 286,000 yuan × 3 months = 858,000 yuan
Sales first period of the initial period of investment recycling period recycling
520,000 yuan / month 286,000 yuan 858,000 yuan 520,000 yuan 1.56 million yuan
.156 million yuan 3 months
The existing cash flow was designed by professionals.
9. Investment recycling
1. The initial investment amount of investment recycling is 1 million yuan
The design investment recycling period for new enterprises is not less than 20 months.
2. The initial allocation of capital investment
The fixed assets investment of flowing funds to invest in one -time sales
20 % 80 %
200,000 yuan 800,000 yuan 400,000 yuan r r r r r r r r r N1 million yuan of which 400,000 yuan is a loan of mobile funds
The preliminary fixed assets and mobile funds for a total of 1400-15 million yuan.
X. Organization and employees
1. Organization
In view of the characteristics of small organizations, the manager will also serve as the head of the three departments of the operation layer. The management span is not greater than 1: 4, and strive to achieve 1: 3. See the next page table
2. Employees
The initial distribution amount of the enterprise is less than 30. Supporting standards are per capita annual sales of 250,000 yuan 650,000 × 12 months = 7.8 million yuan ÷ 250,000 yuan = 31.2 people.
E execution layer
Per decision -making layers
more than 60 % of employees are state -owned enterprises' bonds and surplus relevant personnel to meet the municipal government's proportion of preferential policies. Employees' working conditions and salary treatment should be a good environment and better treatment. Be good as employees to be kind to investors themselves.
r
15. The application procedure and schedule
1. Step
Formulating registered
2. The schedule preparation
The preparation period for the enterprise is 90 days.
In view of the fact that the enterprise plans to rent some equipment and employees of the original unit and different properties, all must be confirmed by the original unit. Therefore, the overall schedule must be started
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