How to write an e-commerce business plan for college students
Online stores are one of the important ways for young people to start their own businesses, especially for college students. As a result, the online store business plan has become one of the most clicked and downloaded writing applications on the Internet. So how do college students write a business plan? Let me tell you the e-commerce business plan for college students below, hoping to help you.
Part 1 of the e-commerce business plan for college students
Nowadays, online store entrepreneurship has become a craze sweeping the Internet. So, I followed the trend and collected for everyone a college student online store business plan that won the grand prize in the national business plan competition.
Title: "Tiantian Sports" Online Store Business Plan
Team Name: Online Win Team
Online Store Name: Tiantian Sports
Unit (school): Anhui Vocational and Technical College of Commerce
Contents
1. Online store planning.
1.1 Product positioning
1.2 Price positioning
1.3 Customer positioning
1.4 Store style positioning
1.5 Market prospects
2. Market and feasibility analysis
p>2.1 Customer Analysis
2.2 Competition Analysis
2.3 SWOT Analysis
2.4 Feasibility Analysis
3. Personnel and Organizational Structure
4. Marketing Strategy and Implementation Plan
4.1 Marketing Channels
4.2 Marketing Strategy
4.3 Implementation Plan
5. Financial planning and management
5.1 Fixed assets
5.2 Liquidity (months)
5.3 Sales revenue forecast table (2011/12 month)
5.4 Sales and Cost Plan (2011/12 months)
5.5 Cash flow plan (2011/12 months)
6. Risk Management
6.1 Management Risks
6.2 Supply Risks
6.3 Market Development Risks
Text of Online Store Business Plan< /p>
Abstract
With the development of science and technology and the improvement of people's living standards, the application of the Internet in people's lives is becoming more and more common, and online shopping is currently one of the most widespread applications. On January 19, 2011, the China Internet Network Information Center (CNNIC) released the "27th Statistical Report on China's Internet Development" in Beijing. The report showed that as of the end of December 2010, the number of Internet users in my country had reached 457 million, which was 457 million compared with 2009. The number of users increased by 73.3 million at the end of the year. The most striking thing is that the number of online shopping users increased by 48.6% year-on-year. It is the application with the fastest growing users, indicating that more economic activities have entered the Internet era.
"E-commerce or no business." In this context, we came together with the same ideals and founded the "Tiantian Sports" online store. The team's The five members are all students majoring in e-commerce at Anhui Vocational and Technical College of Commerce. As early as 2009, we participated in the establishment of the "Tiantian Commerce" online mall, and a year later it became a more influential shopping platform for college students in Wuhu City. On the occasion of the "2010 National Internet Entrepreneurship Competition", the five of us established an entrepreneurial team based on the principle of complementary advantages, and planned and implemented the "Tiantian Movement" Internet Entrepreneurship Project.
The Tiantian Sports online store is mainly for college students. We conducted a questionnaire survey at the school and conducted a feasibility analysis of the market. Finally, we set the main products as daily necessities and sporting goods. According to The Internet marketing strategy has formulated an implementation plan, using search engine marketing, forum marketing, social network marketing, viral marketing and other methods to conduct online promotional activities, which has achieved good results.
1. Online store planning
1.1 Product positioning
Main products: daily commodities and sporting goods.
On the university campus, this online store business plan conducted a preliminary survey, mainly investigating the daily shopping habits and financial affordability of college students. Based on the results of market research and combined with the actual situation, we chose to include daily commodities and sporting goods as its main products. Among daily necessities, we chose Danzi. Danzi quickly captured the hearts of young people with its low price and high quality, which is very consistent with our target consumer group, so we chose Danzi.
1.2 Price positioning
Considering the affordability of college students, we mainly focus on mid- to low-end products. In the early stage, a low price strategy is used to attract customers, focusing on small profits but quick turnover; in the middle and later stages, after the corporate brand and reputation are stabilized, the price will be adjusted appropriately according to the market and operating cost conditions, but the quality level will not decline to ensure the continued operation of our company.
Based on the spending power of target customers, online stores use the following two different pricing strategies.
l Low-price promotion strategy: In order to attract customers with prices, most products in the store are priced relatively low to ensure an advantage in the online price war.
l Premium pricing strategy: Mainly for some high-end products, we will use high-quality services to guide high consumption.
In order to accumulate popularity, we have selected several products as flash sales and group purchase products, with almost zero profit and significant promotional effect.
1.3 Customer positioning
The initial customer groups of the online store were mainly college students.
The consumption behavior of college students has the characteristics of diversified structure, catching up with fashion trends, large consumption gap and strong stage. Their purchasing behavior is prone to occur, and the price of the product is the decisive factor in purchasing behavior.
In online store marketing activities, we will focus on college students and young office workers and white-collar workers, conduct differentiated marketing, and provide customers with personalized services and products.
1.4 Store style positioning
The store decoration mainly reflects the youthful and lively atmosphere, conforms to the characteristics of the target consumer group, and can arouse their excitement.
1.5 Market Prospects
With the popularization of computers, the development of the Internet, and the development of e-commerce, online shopping is attracting more and more people because of its convenience, speed, time and space, and cross-region characteristics. More and more consumers are participating in online shopping. These characteristics of online shopping are very consistent with the lifestyle of modern young people, which has a great encouraging effect on the development of online stores. The current e-commerce environment has been greatly improved, both in terms of legal and security aspects, which are enough to make consumers trust e-commerce.
2. Market and feasibility analysis
2.1 Customer analysis:
Our main customer group is college students.
According to the survey, the characteristics of the target audience are as follows:
Have obvious curiosity, have convergence in consumption, and will make purchases after listening to introductions from classmates or friends.
Purchasing behavior is basically emotional, but due to the influence of one's own economic income, the purchasing behavior is also rational. Generally, products with a strong romantic color are chosen in the mid- to low-end price range.
There is no fixed purchasing pattern, and purchasing behavior is often arbitrary.
Have strong ability to accept and absorb new things, pursue fashion, and advocate individuality.
The factors that influence product purchase are: price, variety, packaging, service, etc.
Purchasing behavior is very festive and is generally concentrated around Teacher’s Day, Valentine’s Day, Christmas and friends’ birthdays.
We will carry out differentiated marketing activities and provide product services based on their respective characteristics.
2.2 Competition Analysis
According to the information just obtained from Taobao and Alibaba online surveys, there are currently 209 online stores selling sporting goods on Taobao. There are 587 online stores selling Danzi cosmetics, 1,500 Alibaba online stores selling sporting goods, and 90 selling Danzi cosmetics.
The credibility of each store on Taobao is shown in the table below:
Among them, the main status of the crown-level cosmetics stores is as follows:
The credibility of cosmetics stores mainly sells product price (yuan) )Features
Huiyuanfang Four Crowns Xiangyi Materia Medica, Danzi, Natural Hall, and Youlai 20-100 are very knowledgeable about makeup and have dedicated beauty consultants
Selling the beautiful Three Crowns Natural Hall, Danzi, Xiangyi Materia Medica, and Adele 0-200 have complex decorations, which can give people a very professional first impression
Blue Sunday’s three crown natural halls, Mentholatum, Danzi, and Tingmei 0-400 have many products and generous prices. , consumers are more selective
Aimeili’s two Crown Danzi, Wenbiquan, Chunji, and Yimeifang 0-200 are Danzi brands, with men’s series and a comprehensive range of products
2.3 SWOT analysis
(1) Advantages
1. Strong support from the school.
Our school actively responds to the policy of "the state encourages students to start their own businesses". In order to provide an internship platform for students majoring in e-commerce and improve their practical ability, the college participated in this national online entrepreneurship competition. It has given great support in terms of manpower, material resources and financial resources. The "Tiantian Sports" online mall has received strong support from college leaders and professional teachers.
2. Full support from Youfu.com.
Youfu.com Entrepreneurship Platform not only provides a good online display platform, but also searches for high-quality supply across the country. The complete logistics and payment system also makes online shopping worry-free. It can be said that Youfu.com has minimized the costs and risks of starting our business
3. Good on-campus market environment.
Our target consumers are college students, so we must first base ourselves on the local area. There are eight universities in Wuhu area with more than 98,000 students enrolled. They consume a lot in daily life and school supplies. At the same time, they like to surf the Internet and have certain Internet time and conditions. This brings business opportunities to "Tiantian Sports". Therefore, it is necessary for the "Tiantian Sports" online mall to open and seize the opportunity of colleges and universities. block market.
(2) Disadvantages
1. Insufficient experience and low management level.
Due to the short time since the mall was founded, there is insufficient experience in the operation and management of the mall, and some problems that arise in the mall are not handled appropriately. At the same time, due to the limited talent and technical strength in mall construction, it has a direct impact on the development of the mall. Mall construction and management.
2. The credibility is not high and the market development is not strong enough.
The "Tiantian Sports" online mall was established in the second half of 2010. It has been established and operated for a short time. At the same time, the website's advertising, promotional activities and information asymmetry have led to its low visibility and market development. Insufficient intensity. Therefore, improving the credibility of online stores is a top priority.
(3) Opportunities
1. The state encourages college students to start their own businesses.
In recent years, colleges and universities have continued to expand enrollment, and the number of graduates has increased significantly. Due to the impact of the economic crisis, the supply of graduates has caused an oversupply, and the employment of college students has become a national concern. To this end, the state has introduced a series of preferential policies and measures to support college students' independent entrepreneurship. The "Tiantian Sports" online mall is an entrepreneurial platform for our school's e-commerce majors, laying a solid foundation for future employment or entrepreneurship.
2. Strong advocacy by the school.
In line with the concept of "focusing on cultivating students' professional abilities", in order to improve the practical operation ability of e-commerce major students and enable them to more clearly understand and understand the market operation of e-commerce, the school funded the establishment of "Tiantian Sports" online mall. The school's support makes the "Tiantian Sports" online mall even more powerful.
3. College students are increasingly keen on online shopping.
With the further development of e-commerce and the increasing enthusiasm of college students for online shopping, the online shopping market has further expanded, which provided us with an opportunity to establish the "Tiantian Sports" online mall.
(4) Threats
1. Competition from similar websites.
At present, the domestic large-scale online shopping platforms mainly include Taobao, Paipai, eBay, etc. They occupy a large market for online shopping with their advantages of rich product types, large scale, and high management level. . Through survey analysis, 95% or more of people who like online shopping will choose large websites such as Taobao. At the same time, the follow-up of some private online stores has set off an upsurge in online shopping competition, which has brought huge pressure and challenges to the "Tiantian Sports" online mall.
2. Competition from traditional shops.
There are large and small campus supermarkets and stores in the eight major universities in Wuhu. At the same time, some large supermarkets (Century Lianhua, Wal-Mart, Auchan) are following suit, and they are also eager to get a share of the university student market. . This also adds to the competitive pressure on "Tiantian Sports".
2.4 Feasibility Analysis
Necessity of Investment
Based on the above customer analysis, industry analysis, competitiveness analysis, combined with my country’s e-commerce development trends and national policies There is support for college students to start their own businesses, and the online store investment environment is good and suitable for investment.
Technical feasibility
Relying on the technical platform provided by Youfu.com and the technical support of teachers from the Economics and Trade Department of Anhui Vocational and Technical College of Commerce, Youfu.com’s store has been established and the online store has been established. Completely on our own initiative.
Organizational feasibility
The business plan has been completed, the organizational structure has been established, the five of us have rich experience in online store management, the training plan has been formulated, Anhui Vocational and Technical College of Commerce Strong support to ensure the smooth execution of the online store.
Economic feasibility
The online store is located in Wuhu University Campus, one of the dual-core industrial transfer demonstration zones in the Wanjiang City Belt. The area has strong economic vitality, rapid development of e-commerce, and market Large capacity and high technological level. Online entrepreneurship can not only improve our own comprehensive abilities, but also reduce employment pressure and set an example for others; the operation of online stores can not only increase employment opportunities, but also serve as a base for entrepreneurial internships for college students, with high economic benefits and social benefits.
Social feasibility
At present, the state provides a lot of support for college students to start their own businesses in terms of policies and funds; relevant departments in Anhui Province have formulated many preferential policies to support Anhui college students to start their own businesses; Wuhu City is applying to create a national innovation city and strongly encourages college students to start their own businesses; Anhui Vocational and Technical College of Commerce provides certain support and assistance to college students to start their own businesses.
3. Personnel and organizational structure
An efficient management and execution team is the key to the success of a business. Our team consists of five people. According to the characteristics and abilities of each person, we The following division of labor has been carried out:
General Manager/Human Resources Department (Gui Jianmin): Responsible for the overall work of the online store. In charge of the human resources department, responsible for improving the personnel system of the online store, training new employees, recruiting human resources, and formulating the salary system.
Marketing Department (Wang Guishan): Responsible for the external advertising and image planning of the online store, increasing the popularity of the online store, responsible for all business between the online store and other companies, and exploring new markets.
Customer Service Department (Shen Wenling): Responsible for mastering supplier inventory information, managing the punctuality and service attitude of ordinary customer service personnel, supervising online transaction operations, and providing online consulting services.
Finance Department (Fang Ran): Responsible for recording the online store’s financial expenditures, revenue business and other accounts, and reporting monthly liquidity status and online store profit and loss. and resolve payment issues in business operations.
Technology Department (Yu Xia): Responsible for the initial technical development of the website, the maintenance of the mid-to-late period, and the update of web content. And solve unexpected problems that arise during website operation, such as hacker attacks, etc.
4. Marketing Strategy and Implementation Planning
4.1 Marketing Channels
According to the survey analysis, the main marketing channels are:
Manufacturers / Direct sales from suppliers (online)
At present, online stores mainly use this marketing channel, which saves the warehousing and logistics costs of online stores and improves trade efficiency. Customers generally trust manufacturers and large suppliers. Problems are handled promptly and their reputation is guaranteed.
The sales process is mainly as follows:
User
Head nurse
Online store
Head nurse< /p>
Manufacturer/Supplier
Agent
Feedback information
Place an order through cooperative relationship
Delivery
p>l Online store sales
This marketing channel is mainly provided for college students in Wuhu University campus, so that the distribution members of each university can obtain local materials. Many college students still prefer the cash on delivery model or the traditional shopping model. The sales process is mainly as follows:
Customer
Manufacturer/Agent
Agent Business
Online store
Head nurse
Sales sales
Purchase, feedback purchase, feedback
4.2 Marketing Strategy
1. Agency mechanism. Join Taobao Express and use Taobao Alliance to expand sales; recruit campus agents in major universities and give them a certain percentage of commission;
2. Advertising mechanism. In order to save costs, online advertising is adopted. The advertising is mainly soft advertising, which is published in major university forums, post bars, and websites; cooperates with website alliances and uses CPS method;
3. Online promotion.
Search engine marketing: select specific keywords, use Baidu Encyclopedia, Baidu Zhizhi, and Baidu Tieba to create relevant content to attract traffic to Taobao stores;
SNS marketing: use Tencent, Xiaonei, Use social platforms such as Kaixin.com to create word-of-mouth marketing;
Viral marketing: Produce exquisite beauty and whitening e-books as viral sources, display the store in the e-books, publish them in relevant forums, and download them for free to attract potential Consumers come to the store.
4.3 Implementation Plan
①Strategic Objectives
Develop the online store into a five-champion store, do our best as a team to satisfy customers, and update us in a timely manner product information, and launch new products to customers in a timely manner, so that customers can think of us first when they have the desire to purchase.
②Phase Objectives
First of all, we need to select suitable products for sale, which can be found out by issuing questionnaires and other methods.
Secondly, when the store is just starting out, the credibility is low and there is almost no visibility. In this case, the unfamiliar customer market cannot enter. You can position the target market on your relatives, friends and classmates in order to Focus on meeting needs, but don’t cause a burden to others.
Finally, after increasing the popularity of the store through friends and family, various marketing methods are added, such as blog marketing, email marketing, online advertising, etc. for online promotion, but online promotion alone is not enough. Yes, it should also be promoted offline through word-of-mouth publicity and other means in reality. Only by combining online and offline can good publicity effects be achieved.
5. Financial planning and management of online store business plan
5.1 Fixed assets
1. Tools and equipment:
According to Forecast sales volume, assuming it reaches 100% production capacity, the company needs to purchase the following equipment for long-term storage:
Equipment description quantity unit price (yuan) total cost (yuan)
Computer 5 300015000
5 sets of tables and stools 3001500
Electric lamp 380240
Online banking card + u-shield 370210
Water dispenser 18080
p>Switch 15050
Total 18 358015580
2. Other equipment
Equipment description quantity unit price (yuan) total cost (yuan)
Network equipment/400 400/year
Total 400
3. Depreciation details of fixed assets
Asset value (yuan) Annual depreciation amount (yuan) )
Tools and equipment 155801560
Land 00
Warehouse 00
Office equipment 00
Total 155801560
p>5.2 Liquidity (months)
Excluding depreciation expenses and loan interest.
Monthly project cost (yuan) Description
Rent 200 for venue rental
Marketing fee 300 is mainly promotion fee
Utilities 100 Computer electricity, light points, etc.
Telephone fee 200 for employee communication, etc.
Maintenance and repair fee 17 mainly for computer maintenance
Internet fee 40 Internet fee, etc.
Office expenses 30 daily office
Total 887
5.3 Sales revenue forecast table (2011/12 months)
Website products There are many types, and only three categories of products are predicted: Danzi series products, food products, and bamboo fiber towels.
5.4 Sales and Cost Plan (2011/12 months)
5.5 Cash flow plan (2011/12 months)
VI. Risk Management of Online Store Business Plan
6.1 Management Risk
As a start-up company, we are well aware that we have certain deficiencies in management. Weak management is currently a major risk facing our company. In particular, hidden dangers of varying degrees have emerged in aspects such as technical management.
6.2 Supply Risk
As an online start-up company, our company relies on cooperative suppliers to provide products. There are certain risks in ensuring the quality and delivery time of the supply, which will Influence our company to provide products and services to customers in a timely manner.
To this end, our company plans to actively negotiate with major suppliers and expand the breadth of suppliers, which can effectively avoid and resolve supply risks.
6.3 Risks of market development
As a new Internet startup company, the market is the foundation of our survival. Opening up the market is the only way for our company to develop and grow. In the process of opening up the market, There may be risks of asymmetry between our company's service capabilities and the market.
For this reason, before our company develops the market, we must evaluate our company's comprehensive capabilities and develop the market in an orderly manner according to the company's development plan to reduce market development risks.
Click on the next page for more >>>College student e-commerce business plan