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|"New ideas" optical shops Business Plan|
"New ideas" is an optical shop optical shop to be established, will be August 1, 2005 opened strong on campus in Normal. The optical shop services to students as the main target products in mainly low-grade glasses, including frames, glasses, a variety of frame glasses, contact lenses and care solutions concurrently, tablets, invisible mirror boxes.
1.2, product and service advantages
"New ideas" optical shop with advanced equipment, optometry, optometry technology professional, and affordable products, to provide customers with excellent service and appointed a senior optometrist. Services include: free computer optometry, glasses free maintenance, free cleaning glasses, eye free consultation, expert professional optometry. Service Features: expert Zuotang optometry; advanced computer refractor main sleep; quality services; absolute affordable glasses ; in normal circumstances, within six months the case of any structure may be attributable to the product itself, production and material adverse situation, we will give you a free replacement product of equal value (normal wear and tear, scratches or improper use unless .) technology to ensure: Dispensing luminosity within two weeks of any discomfort, we will be free for you to re-examination, if necessary, the main target market of students. After investigation, myopia in 80% of the students is a great market potential of the glasses consumer market.
1.4, Strategic Planning
Optical shops on short-term goals and long-term goal of combining in one year accounted for 20% of the market share in 3 years the market share accounted for more than 40%. And continued expansion of products and marketing channels, to achieve diversification.
1.5, marketing objectives
First, the framework of the main spectacles to seize this market, and then extended to the contact lens market, and other segments of the eyewear consumer market, a purpose, there are plans to penetrate other glasses with low consumer markets, based optical shops to bring stability and sustainable economic income.
Optical shops face competition primarily Normal Normal near campus, and several optical shops. Normal There are two glasses inside the shop, a company called excellent glasses, a guitar belonging to Parkway supermarket. Excellent optical shops set up earlier, the students also have a good reputation, geographic location is also good, recently a full optical shop price deal glasses, picture frames all 6 fold, 8 fold all the lens, a strong competitive force, but because relatively simple product, the optical shop market share is declining. Parkway Kyrgyzstan supermarket business is only one counter glasses, is only just recently opened. Customer groups have not yet fixed, but the supermarket as its backing of a strong economy, competitiveness is also overlooked. Teachers around the two optical shops, coal mine village there is a "fine Li glasses", small scale, and where not very comfortable environment, the choice of store location is not very good, relatively weak competition. Deaf school next to a "sea-pass optical shops", the publicity and promotion has been very successful, the students have a good reputation in this market has high market share. The optical shop in the student market sales strategy that is designed specifically for students in the student sets mirror series (including frames, lenses, mirror box, actually cloth), price 320 yuan from 24 yuan ---- can be said to to meet the different needs of different students, "new ideas" optical shop's main rival from the "new ideas" kind of degree that is "sea-pass optical shops.
1.7, assembly and sales of glasses
Optical shop is located in Normal, the tax is exempt from tax. Optical assembly process simple, professional equipment and professional and technical personnel. Price per pair of glasses, mainly in 30 yuan - 200 yuan. Eyewear strict quality and attention to the construction of the shopping environment, and good after-sales service (such as life-long free maintenance, free consultation, etc.), and try to "new ideas" that Image up.
1.8, investment and financial
Source of funds invested directly by the partners with a total investment of 20 million. Primarily for: 51,000 yuan in fixed assets, current assets of 149,000 yuan. (See Table A quotation equipment)
After considering the analysis of optical shops to take a risk is relatively small, market opportunities and stability, income removed considerable venture capital approach.
Table I: with a small optical shop equipment, tool table
With a small optical shop equipment, tool table (2 million) Product Code Product Type the full name of the number of units producing goods price (yuan) XM-01-9 Gold Frog milling machine JW700 sets 1 Shanghai 8000 XM-02-7 felt the computer main set of TV-757 refractor 1 Shanghai 4300 XM-05-1 Kun ordinary light machine CCQ-18MX table 1 Shanghai 1500 XM-06-2 lens sets slot machine NH-800T 1 Zhejiang 280 XM-06-6 TC-3 Lens Drilling Machine Zhejiang, Taiwan 1 450 XM-06-7 20F sets a mill hand lens, Zhejiang 300 XM-08-3 test platform 1 CD SG-158 Jiangsu 400 XM-09-3 iron shell boxes - Small XM-09-3 sets a Shanghai 100 XM-10-4 Vertical bake table lamp TH-2 1 Shanghai 65 XM-10-11 wheel polishing machine MQD3213 table 1 Jiangsu 150 XM-10-12 glasses screws pulling device SMJS to 1 Shanghai 80 Stainless steel XM-11-2-specific tools (Shanghai) to 4 Shanghai 45X4 = 180 XM-11-3-steel diagonal nose pliers to 1 Shanghai 20 XM-11-5 Hawk-nose pliers to 1 Shanghai 15 XM-11-9 live head screwdriver to 2 Shanghai 15X2 = 30 XM-11-13 live the first sleeve to a Shanghai 15 XM-12-5 counter mirror a 1 Jiangsu 25 XM-12-6 frame to pay 5 audition Jiangsu 25 IPD XM-12-9-foot to 1 Shanghai 2 XM-12-10 form to measure 1 Shanghai 55 XM-12-11 near Shanghai with a vision chart sheets 1 5 XM-12-14 glass cutter to a Shanghai 20 XM-12-15 prescriptions of the 1 Shanghai 5 XM-12-16 hook to a half-frame drawing Shanghai 10 XM-12-17 attack aircraft to a wire glasses, Jiangsu 15 XM-14-17 polishing wax block 1 Shanghai 8 XM-18-1 Screw Pack 2 glasses Shanghai 5 XM-18-2 stipules Pack 2 Shanghai 5 XM-18-3 Volume 1 drawing Shanghai 5 XM-18-4 1 Shanghai silk covered cushions 25 XM-18-5 package 1 no frame pad Shanghai 5 XM-18-6 Plastic Volume 5 Shanghai 2 XM-18-7-slip sets of volume 5 Shanghai 2 XM-18-8 glasses rope plate 2 Shanghai 7 XM-18-17 milling machine with the template package 1 Hai Tong 45
1.9 Management Team
To enable the successful operation of optical shops, restaurant organization to take a straight line system, the implementation of ownership and management set in one of the management mechanism, to appoint a senior optometrist. The use of need for achievement theory, expectancy theory, Porter - Lawler incentive theory models to strengthen the team.
2, industry, shop, products and services 2.1, industry conditions
Glasses sales industry is a promising industry. "Industry profits in 2003 China Top Ten" selection, the glasses before the industry came in the telecommunications industry, the sixth column. The so-called: "20 yuan of frames, 200 is about to sell you human, 300 yuan is about friendship to sell you, sell you is about 400 yuan market." Glasses cost less than 10% of the price, glasses industry profits are "times" to calculate!
According to industry sources, glasses and medicine, as many of circulation. Glasses for the first time "price" within the factory, that is not in the glasses after the factory cost. Most manufacturers in the glasses, "born", the workshop will be to sell the factory's sales department glasses, you can upgrade in the factory in about 5% -12% range. Sales department and then sold to wholesalers buy sole agent. To reduce risk, manufacturers generally do not sell directly to stores, wholesalers, but by three hands later to optical shops. Among them, each through a barrier, will be coupled with a certain profit, generally about 20%. The biggest profits are in retail stores, if there are 180 yuan profit a pair of glasses, then 100 yuan, the shop is entitled.
But insiders say this: "regular glasses, the higher operating cost of business operations, companies in addition to ensuring product quality, more need to spend a lot of money to do brand promotion and after-sales service thing. Constitute roughly the cost of glasses personnel input, equipment investment, and sales network investment, corporate investment and the cost of investment in public welfare undertakings and so on. 'If a purchase price of 400 yuan glasses, usually sold for 1,000 yuan. Among the other 600 yuan, only Operating expenses account for rental outlets to sell 15% -20% gross margin and sales network spending accounts for more than 10%, services 10% spending more than the network, as well as the decoration and equipment, packaging material expenses are accounted for a significant portion of gross profit rate, the real net profit to running out. 'is now a buyer's market, consumer psychology has reached a mature, that the sky is the practice of price "from the unrepeatable way," tantamount to suicide. "
Ye Hao, whether profits, not profits 也好. Overall, the glasses is a promising business sectors, is very "profitable." Mainly to see how the operator to carry out operation and management.
2.2, optician About
"New ideas" glasses are an optical shop to be established, is still in development stage, it has advanced optometry equipment, optometry technology professional, and affordable products, to provide customers with excellent service, and employ advanced optometrist. To students as the main service targets, taking into account student financial ability to operate in the restaurant, mainly low-grade glasses, and the main frame glasses, contact lenses concurrently. "New ideas" glasses are: a pair of bright eyes, you also make your eyes more beautiful! Departure from this purpose, to create a good "new ideas" the brand image, so that it occupies in this important consumer group status.
2.3 Product Analysis
(1) Products: glasses can be divided into frames and glasses.
First, the glasses because of their different functions and purposes, is generally divided into corrective lenses, black with lenses, protective lenses.
Eye to correct refractive errors of the lens, known as corrective lenses. This lens requires its high degree of transmittance of visible light, the eye can absorb harmful ultraviolet and infrared, hardness, wear resistance and chemical stability. Commonly used are:
A. UV optical white prop film, is widely used at home and abroad as a high-quality optical lenses, refractive index stabilized at around 1.523, transmittance (2mm thick) of 91% or more, can absorb ultraviolet radiation below 340mm, and the glass good mechanical properties and chemical stability, is the correction of refractive errors of the high-quality lenses of various materials.
B. high refractive index lenses, also known as ultra-thin films, this is a new type of optical lens, its refractive index is 1.703 or so, for the preparation of a high number of lenses. Because of its high refractive index, compared with the general optical lenses, in the same degree case, the curvature radius, arc relatively flat, the edge of the lens to reduce myopia and hyperopia, the thickness of the center of the lens thickness. Equivalent refractive error, the high refractive index optical glass lens than the average of about one-fourth to one third of the book. So, when refraction higher than that of /-6.00DS, may recommend use of high refractive index lenses.
C. coated glasses, in order to increase the transmittance of glasses or increase the lens of "new ideas" some wavelengths of light reflectivity, deposited on the surface of the lens corresponding film, this is the coating film. Coating film can be coated one or more layers, coating materials commonly used magnesium fluoride (MgF2), the refractive index of 1.38. This film has a considerable hardness, and can withstand cleaning. On the domestic market generally refers to anti-reflection lens coating film lenses, it is through the principle of interference of light, so that the reflected light and interference cancellation, visible light transmission greatly improved, and can be up to 98%. Therefore, the lens coated with antireflection coating characteristics as the material more clear; its good anti-reflective effect will be to eliminate high-refractive lens aperture so that a broader perspective; or flash in the sun take photographs, antireflection film also allows the reflected light In the image plane into the bright points of light are greatly reduced, the lens is not reflective of basic phenomena, the human eye can clearly image on the photo.
Currently, the coated glasses glasses in the domestic and international markets have sprung up everywhere, much of glasses consumers. Shading lenses, the main ingredient in glass lenses by adding various coloring agents, selective absorption of light and through. In daily life, the most common shade lenses are sunglasses, the average transmittance in the visible coloring agent according to differ. Color depth are available at 10%, slightly stained by up to 40 ~ 60%. Mainly used for outdoor shade, large or open reduction and pupil of the eye by inflammation.
Currently, there is a very common shade glasses, that color lenses, the lenses containing silver halide micro-crystal glass, it is in the sun or under UV irradiation decomposed into silver and halogen, the lens becomes darker, while leaving the sunlight and ultraviolet radiation, and silver halide element of re-combination of elements, glass lenses gradually recovered from the dark near the original colorless state. The color characteristics of the lens, so that corrective mirror with sunglasses and two together for different purposes. Wearing a suitable and Bianse Jing, lenses darken in the sun, UV light and glare to prevent eye damage, but also absorb some visible light, depending on comfort; lens color in the room lighter, but also can correct vision, in particular, suitable for plain and shallow with a refraction lens shading corrective lens.
Protective lenses, mainly for the production or special environment, protect the eyes from harm. Commonly used are:
A. Safety glasses, generally divided into two superimposed lenses and light lenses. Composite film is a thin transparent plastic, glued between the two mirrors, when under attack, even if the lens fragments, the fragments will still stick on the plastic layer, play a role in reducing damage to the eyes. Strengthen the lens, is processed through the strengthening of the lens, the lens is more durable than ordinary, non-friable. Even if the broken pieces were small cubes, Injurious greatly reduced.
B. Anti-X-ray lens, the lens glass composition by adding a certain percentage of lead oxide (PbO2), the glass was slightly yellow, mainly used for protection against X-rays.
C. Anti-microwave lenses, high temperatures, the lens surface coating of tin tetrachloride (SnCl4) and compounds enhance the conductivity of the film, from the shielding effect of the microwave.
D. welding goggles film, mainly used in welding, welding, plasma cutting, and other labor protection personnel, to prevent the arc caused by the electric ophthalmia, and vitreous opacity and other significant effects.
In summary, diverse types of lenses, each has its strengths and weaknesses. Understand and are familiar with the performance of various lenses, features, combined with the specific circumstances of the wearer, the right choice lens. Full use of the advantages of various lenses, while avoiding its shortcomings, is the restaurant for the customer service is a major feature.
Second, the classification of frames: the production of a pair of glasses can not be separated qualified selection of frames, can not be separated with the correct assembly and the school. Frames made of materials can be divided into two categories: metallic and nonmetallic materials.
1. Metallic Materials
(1), Gold: This is a gold metal, its ductility well, almost no oxidation discoloration situation. Because pure gold (24K) is soft, so as frames with gold, generally want to add silver, steel or other metals to increase strength and toughness. The gold alloy is also known as open (k) payments, such as 18K, 14K, 12K, 10K and so on. The so-called open (K) gold, gold alloy refers to other metals in the proportion of pure gold to open a number indicates that the weight of twenty fourth gold in multiples, 24K is pure gold, 18K gold content of 75% 50% gold 12K gold. Now, open gold metal frame normally used for surface treatment of materials.
(2), Platinum: This is a white metal, while the heavy price of expensive quality, purity of 95% and their fields of gold contracts.
(3), copper alloys: 1, zinc white copper (copper nickel-zinc alloy): a with Cn64, Ni18, Zn18 the ternary alloy, as workability (cutting, plating performance) a good frame for processing glasses All parts. 2, brass: a containing Cn63-65%, rest Zn binary alloys, color yellow, the cutting is easy, it can be used for nose pads wick, the disadvantage is easy to change. 3, copper and nickel zinc tin alloy: a containing Cn62, Ni23, Zn13, Sn2 quaternary alloys. The flexibility, plating properties, good corrosion resistance, it can be used for processing and printing side of the small wire-shaped symbol. 4, Bronze: a Cn, Sn alloys, with Sn based on the proportion of different, and I become a different alloy. The excellent flexibility, suitable for silk material side, the disadvantage is poor corrosion resistance, processing difficulties, the price of your school. 5, nickel and copper alloys: a Ni67, Cn28, Fe2, Mn1, Si2 alloy, corrosion resistance, poor flexibility, suitable for the frame of the ring body.
(4), stainless steel: a containing Fe, Cr, Ni alloy, good corrosion resistance, high elasticity, used for edge support and screws.
(5), Aluminum: Aluminum is quite soft, and more generally of aluminum alloy. Aluminum light texture, good corrosion resistance, a certain hardness, but also easily dyed various colors, is a kind of promising material.
(6), Ti: also known as space materials, is a light weight, excellent corrosion resistance of gold metal. High hardness and elasticity, is now widely used for metal frame and surface treatment materials and basic materials spectacle frames.
2 non-metallic materials
(1), natural materials: 1, horny: Department of animals (such as cattle) in the corner, now do not have the market, "horn-rimmed spectacles" is actually made use of. 2, hawksbill A: This is a known hawksbill turtles Section A, use it to produce the frames are high-end products. This material has a unique luster, light weight, easy processing, repairing, one subjected to heat, then into the plastic, but very cold crisp, easy to deform. A sea turtle to color in terms of quality, there are amber, golden, Asian yellow, gray, in the spot, in red, dark spots and clouds in eight. The small amount of material, highly technical requirements of processing, so a production of tortoiseshell frames are expensive.
(2), man-made materials: 1, celluloid: the case of thermoplastic materials. Plasticity, easy shaping, coloring, good-looking, greater hardness, not easy to bend twist. The disadvantage is susceptible to acid erosion, flammable, aging yellow brittle. Now rarely used. 2, acetate: the case of thermoplastic materials. Transparent, easy color, easy to polish, feel good, good processing performance, not age, it is difficult burning, light is good. The disadvantage is easy to be ketones, high concentrations of acid, alkali etching, mechanical strength (and celluloid ratio) slightly worse. 3, acrylate: also known as acrylic, which is an acrylic resin derivatives. Rich color of the material, can be dyed; material hard and brittle, the same table, not aging. It is an inert material, is not affected by human skin or body secretions of the impact of change, so you can fake eyes or contact lens. The disadvantage is the higher softening point. Line quality, but also the size of thermosetting plastics thermal stability of rigid plastic, dyeing performance better, not easy to bend, light. The disadvantage is the frame of the extension, reduction rate is limited. 5, Nylon: It is highly plastic reduction, strength, do not break down, usually by injection molding method, but in the manufacture of spectacle frames to use less.
Third, the types of frames divided from the materials used, the types of frames are Shuangpin frame, mixed frame, metal frame, half frame and frameless and so on.
1, Larry Frame: The production of laminated plastic, that is the color of thin plastic with a layer of paste made of thick plastic sheets, thick materials, and more transparent (or translucent) pigment, but also with three or more layers of plastic produced. Three plastic laminated on both sides is a thick paste, respectively, on two thin plastic, the thickness of slices, white. Shuangpin usually by means of acetic acid resin. Shuangpin frame appearance, generous, and more for the mirror legs wide, and the price is cheap, so by the majority of glasses were especially loved by young men and women. In addition there is a black plastic frame, because it is flat square shape, large, so by the Omo-type (especially young) people are respected. All kinds of plastic red flowers loved by aircraft for the elderly.
2, mixed-frame: line made of metal and plastic frames, this frame is another popular category of frames. Such a framework surface of the plastic frame, mirror legs are metal, but also frame surface is metal, mirror legs for the plastic, but also all kinds of shows over the metal bridge framework and Lang. Frame shape such exquisite beauty, gives a sense of elegance, although the price is expensive than Shuangpin frame, but still pour over the workers choose the style.
3, the metal frame: Frame number of copper alloys such as the substrate, and then its surface processing, such as plated gold alloy (gold frame), Ti (titanium frame), and other metals. It also includes making use of pure titanium frames, there are foreign made of shape memory alloy frames. Lightweight metal frame, beautiful, fashionable, wide variety. Gold, titanium layer gives a luxurious feel, so the market is currently the most popular glasses frames, the favorite for all types of personnel.
4, semi-Frame: Nylon rope, also known as frame, which is seen in the late forties of this century, a novel method of the fixed lens frame, is about a very thin Nylon rope embedded as part of the lens frame edge groove, resulting in a lower edge of the frameless appearance, gives a unique sense of light (but this requires the lens frame to the lower slot, the assembly is more difficult), such as in the frame, young and old favorite.
5, no framework: the framework of these frames not only the metal bridge of the nose and metal mirror legs, nose and mirror lenses and legs are directly connected to increase in the fixed, usually punch holes in the lens. Lightweight frameless glasses, chic, but the strength is weaker. At the same time, the high degree of myopia at the number of the surrounding thick, affects the appearance, not the preparation, more popular in recent years, these frames, as in the elderly loved.
Fourth, the metal frame of the surface treatment of metal frames are generally manufactured with "new ideas" kind of metal as the substrate, and its surface treatment, surface treatment about:
(1), covered with gold: also known as paste. That of the substrate on the bag (labeled) gold alloy (on gold) is called the gold-flake. Gold-expressed in two ways, one is the package to open gold accounts for the ratio of the weight of frames, such as 1 / 10 12K, suggesting that one-tenth of the weight of frame is 12 karat gold. The second is accounted for by gold weight ratio of the weight of said frame, such as 50/1000, which indicates that the weight of gold accounted for 5% of frames.
(2) Plating: it is through the principle of electrochemistry will be "new ideas" on the kinds of metal plating on the substrate surface treatment methods, such as gold, titanium, black chrome plating and so on. This method than the gold-convenient, less wear and tear, easy-to-diversified design, and as technology advances, from the appearance of gold-plated frame and frame has been no different.
(3), coloring: coloring, also known as spraying, which is sprayed on the frame of the substrate by surface treatment method. Such as epoxy powder coating, plastic coating color and so on. This method can be rich in color, but also multiple layers of shading.
2.4, product and service advantages
"New ideas" glasses to provide you with excellent service and quality products.
Services include: free computer optometry, glasses free maintenance, free cleaning glasses, eye free consultation, expert professional optometry.
Service Features: Expert Zuotang optometry; advanced primary perception computer refractor; quality services; absolute affordable glasses; in normal circumstances, if any within six months may be attributable to the structure of the product itself, production and material adverse case, we will give you a free replacement product of equal value (normal wear and tear, scratches or improper use unless). Technical assurance: Dispensing luminosity within two weeks of any discomfort, we will be free for you to re-examination, if necessary, free replacement with the same brand with the quality of the lens.
Price Guarantee: your "new ideas" were each purchased directly from the manufacturer enough income to reduce intermediate links, cost reduction, the price is certainly reasonable.
Satisfaction Guarantee: You are "new ideas" matching of frames, have any complaints within two weeks, free replacement product of equal value (lens processed, unless).
"New ideas" glasses for now, just started a small business selling glasses, but also has good market prospects:
(1) "new ideas" eye has first-class equipment and technology, quality service, which will undoubtedly give a good basis for optical shop support.
(2) "new ideas" the brand image, few people know, because of his small size. Limits the number of development, therefore, at this stage, optical shop's main task is to let more people know about "new ideas", demand results in a purchase, so the "new ideas" direction of development is to expand the scale and establish a brand image.
(3) of myopia in China has increased year after year. And students accounted for a heavy proportion. 寒窗 students study hard after 10 years, mostly with the glasses formed a Gordian edge, according to the survey, respondents 85% of people with myopia, of which 20% were moderate myopia. Therefore, the industry is very market prospects.
3, Market Analysis
3.1 Market Overview
Three hundred million population of refractive errors, to replace a pair of glasses every six years each calculation, the annual demand for the number of glasses That is 50 million glasses of the annual demand of 200 billion yuan in annual sales, 10% annual growth rate, which is facing the Chinese optical retail market, perhaps the actual situation is far more than that, according to statistics, population of wearing glasses there is a rising trend each year, urban residents glasses replacement frequency is approximately once every 3-4 years, cities of about 2-2.5 years of time, then calculate the current annual demand of China's optical market far 60 million or more, and these drivers do not count sunglasses and goggles, and other special use lens development.
Students are one of the major groups glasses consumption, according to the survey, about 80% of students myopia, glasses replacement frequency is also high, about half the people half ---- replaced once a year.
3.2 Customer Characteristics
Glasses are usually buyers and users with a consumer, customer characteristics presented as buyers, users unity, personal buying behavior, random large, vulnerable to the impact of advertising and other promotional activities.
3.3 Market Segmentation
According to the use of different glasses, corrective glasses glasses market into the market, black market, with the glasses, protective eyewear market.
Corrective eyewear market
Wide distribution of these markets, demand, among which were students. By price, advertising, promotions, fashion trends greatest impact.
Shading with glasses market
Such market is subject to seasonal restrictions on seasonal demand fluctuations large. And by the impact of fashion trends.
Protective eyewear market
Such markets are professional, low demand, by the price, the impact of advertising is not big
3.4 Analysis of sales channels
Products are directly sold to the purchaser after assembly.
3.5 Competitive Analysis
3.5.1 competitive products and competitors
Contact lens: the glasses to operate the main restaurant, but customers may choose to contact lens, contact lens will be the impact.
There are four major competitors: Hai Tong, excellent, fine Korea. Parkway Kyrgyzstan. As well as major shopping malls glasses monopoly.
3.5.2 Competitive Advantage
Products of good quality, affordable
High-quality and comprehensive service
With expertise and first-class equipment
3.6 The market capacity
10% of myopia annual growth rate, coupled with the frequency of large glasses of students change, the market fell far short of the degree of saturation.
3.7 Trend Analysis and Prediction,
According to the data: My myopia annual growth rate of 10%. According to the survey, 80% of students reach the myopia, the market potential is huge.
4, strategic planning
In order to ensure the normal operation of glasses, developed a detailed strategic plan.
4.1 Development Strategy
Adhere to the "also you a pair of bright eyes, make your eyes more beautiful," the purpose; Adhere to the "high-quality, low price" has always been competitive strategy; Adhere to the "business of light goods, do first a bright businessman," the enterprise culture; Adhere to "provide quality services and achieve sustainable development" service-minded
4.2 Development Plan
The early stage (first year): formation of optical shops, the establishment of production, office and sales operation Department, equipment installation, commissioning and trial; established marketing system, a preliminary open and capture the market.
Take-off stage (the second - three years): establish the product image, streamline sales and marketing channels; to achieve 10% market share, the basis for the further capture the market and to recover all the initial investment in cash.
Development stage (the third - four years): broad new markets, enhance brand image, the accumulation of intangible assets; try to hold the market share of 40%. Mining in other markets.
Mature stage (5-10 years): to maintain the market share.
4.3 Critical Success Factors Promote team spirit and positive Design a feasible and effective marketing programs to create seamless marketing system Ensure product quality, and enhance product competitiveness
5, Marketing 5.1 Target Market Were students, and other groups 5.2 Products 5.2.1 Products Glasses based on usage is generally divided into corrective glasses, protective glasses, black glasses, "new ideas" Main corrected with glasses.
5.2.2 Packaging Glasses box purchased from a manufacturer, the average for the plastic on the line; movement mainly synthetic materials, hot pressing, light weight, strength advantages. Suitable for storing all kinds of hiking, recreational sports glasses. Linked edge design can be hung on the backpack for easy access to take. Divided into black, blue, red three colors. Reflect the simple, elegant, convenient and environmentally friendly features
5.3 Price Since glasses are a special commodity, the price fluctuations are large, according to the survey, most students can afford the price of 100 yuan, the initial set the price of every vice between 30 yuan ---- 200.
5.4 Distribution Channel Directly sold to consumers after assembly.
5.5 Promotion Strategy
Marketing principles: to introduce the optical shop products, and strive to achieve the information is accurate, honest and credible. Auxiliary establish a brand image.
Marketing Strategy: With the time the different seasons, to take a dynamic marketing strategy.
Corporate Image Advertising: Published in the mass media on behalf of corporate purposes and the concept of advertising, while accompanied by a short text description.
"New ideas" Mission: also you a pair of bright eyes and let your eyes more beautiful!
"New ideas" concept: light goods business, do first a bright businessman.
First, in order to allow more students to understand the "new ideas", can be carried out within the school discounts and other incentives, the specific operational methods are as follows:
(1) site selection: the best in student canteen, living quarters, so there are more students to more easily choose to buy, take free for students of optometry, optometry results according to the recommendations of students, let them know of any go Buy the kind of glasses, what kind of degree is more reasonable, to avoid blindly buying behavior of students.
(2) Time: time can be scheduled on Saturdays, Sundays, so that the students more time to focus on, and more mood to consultation.
(3) Staff: Clothing should be unified, this will help attract students, and can have a counselor, students answer questions in detail one by one, the staff always maintain that smile.
(4) Price: as though offer, but not what services are free, some students who probably would go with the glasses at the time, it is necessary to appropriately reduce the price, generally more appropriate to play off 5-7, This also allows students to better accept.
(5) Free services: to help students for free repair glasses, so that students feel the company's concern and help for students, but this will allow more students to understand the optical point of service guarantee.
Second, promotional activities: (1) Location: In the Normal campus (2) form: a way to set up the stage and the stage of the method (3) equipment: You can have a projection apparatus, stereo, TV, VCD and so on. ........ (4) specific actions: first, ready to introduce the DVD business, the content can also play some on how to protect the glasses, and myopia prevention and the proper use of eyes, the moderator introduced optical shop development, and product and service, and with a humorous way to attract the audience, the stage can also be carried out on fun activities, such as: glasses, knowledge quiz, and the right way with the eye, correct answers can get coupons and free glasses as a prize.
III. Advertising suggestions: (1) for different categories of products, such as the more famous of the Bausch & Lomb contact lenses, Wei Hong, Hai-chang, what characteristics do publicity, highlighting the special features and advantages of the product, and the use and service. (2) the establishment of certain outdoor advertising, vehicle advertising, advertising light boxes, advertising continuing to expand, with some renovation promotions, continued to maintain customer interest and attract potential customers, such as flyers, coupons and so on. (3) radio, print media, focusing on information technology in this regard, advanced optometry equipment, excellent after sales service. (4) on a regular basis to do some public relations activities, establish a public image, integrity and trust in people, to win consumers. If the radio talks, how to protect the glasses and glasses with different methods and maintenance. (5) combined with the consumer time, season. Major publicity period, seasonal products, such as the boiling point of summer blue.
Fourth, the media strategy:
1. Newspaper ads as "new ideas" optical shops in Guiyang city, and the main consumers are the people of this region, so we choose in Guiyang and Guiyang Evening News newspaper print ads to do, thinking that maybe has a large circulation newspapers and read many people, especially students, the basic will to see and maybe has a newspaper. Contents: highlight the "new ideas" glasses discount prices and quality assurance, there is after sales service.
2. Radio Advertising: Choose music radio stations in Guizhou traffic advertising, the students thought that the radio stations generally like a blind, is conducive to better the first time, told the glasses to the students the information
5.6 Market development and entry
Glasses has been no stranger to many consumers, but for some consumer to say, or fresh products, but also necessary, the price is not single-sex, easier access and development.
Business division students first enter the market, try to hold a certain market share. At the same time on purpose. There are plans to develop other markets, long-term interests of enterprises.
5.7 Public Relations Strategy
The development of a modern market economy, public relations activities for the survival and development of enterprises are playing an increasingly important role. Public relations goal is to establish a brand and establish a corporate "management light goods do is to make a bright businessman," the good image of social responsibility.
Concentrated in the areas of consumer advocacy, expert lectures; Establish a corporate image, market survey, research methods, to attract public attention, two-way communication with consumers and deepen understanding of the product, increase brand awareness and reputation.
Advisory services for free.
5.8 Service and feedback
Provide free advice to customers calls, j to give customers timely and proper maintenance of the eyes and glasses, technical guidance and information support to ensure a high level of service. And even to handle information.
Sino-Japanese friendship does not exist! Did not, has not and will not have!
6, Investment Analysis
6.1 Capital structure and the size
Capital Structure and Analysis:
In the "new ideas" is a typical store glasses of natural persons holding companies, as investors become shareholders after the operation of the business to style, forming a great idea of the impact of industry,, optical shops to be product placement funds will go into glasses. Optical shop total investment of 20 million, share capital structure and scale of the following table:
Table 2: Corporate capital structure and size of table
Capital Source capitalization Amount Ratio Liang Shunhai 5 million 25% Hou Shiping 5 million 25% Zhang Yan 5 million 25% Bin 5 million 25% Source of funds is jointly funded by the investors, each 25%.
6.2 The sources of funding and use of Enterprise funds are the body's "blood", the enterprise, whether for production or business activities, are inseparable from the capital. Money is the premise of business survival.
Source: optical shop total investment is 20 million, of which 149,000 yuan of liquidity, capital investors to take a direct way of raising capital.
Application: mainly used for capital investment in fixed assets 51 000, mobile assets 149,000 yuan.
6.3 Investment returns and risks
If the equipment needed for optical shops, glasses accessories suppliers to ensure on-time delivery. Equipment arrival, installation and commissioning completed within two weeks, will be able to put into operation.
6.3.1 way to rental stores, located in Normal, the rent, renovated to operate.
Estimated investment capital Table 3: Unit: RMB Serial number of projects of investment funds Remarks 1, 24000 stores to lease 20 square meters, the annual rent of 24,000 yuan / year 2 device the size of a total of 54 units up to 20,000 health milling machine, CHROPS-check piece instrument (Squeak & P) Health of milling machine, customized feel computer refractor, comprehensive eye examination, such as Taiwan 3, water, electricity and water facilities in 1500, electrical maintenance and installation costs 4, the main telephone communications equipment 5000 5000 5 store decoration, including design, decoration materials 6 current assets 149,000 glasses, utilities, advertising costs, transportation costs, wages, etc. Total 200000
Relative to fixed assets, current assets have a turnover fast, easy cash, the amount of volatile characteristics. Business cycle of current assets and working capital management activities, determine the continuity and sustainability. Enterprises to invest in liquid assets investment, the early
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