在加拿大，日益增長的健康及養生趨勢，引導消費族群邁向“樂活”生活形態(健康的飲食、生活及生態永續的精祌)。愈來愈多的加拿大人開始重視全面性的保健，進而影響消費態度。在過去的十年中，品茶文化的普遍性有顯著成長。在2020年，消費者的購買力預期將上升40%(資料來源：2014年加拿大茶葉概況及發展趨勢)。愈來愈廣為人知的茶類保健功效，與各種式各樣的高品質產品，促使品茶文化的成長。

以下的報告是Genuine Tea完整的創業計劃書。Genuine Tea起創於多倫多，加拿大。Genuine Tea 定位於一個創新茶行，藉由當地日益增長的保健趨勢，我們將導入零售商業模式來引起更多人的關注。首先，先介紹Genuine Tea公司背景、產品及服務；之後，藉由當地茶行現況及飲食文化的發展，做市場分析、競爭者分析及Genuine Tea市場研究調查。我們也將概述Genuine Tea管理執行策略，並且深入探討產品定位及獨特性，來解釋我們的市場策略及營運計劃。最後，本研究將以五年財務預測來評估創業可行性。

根據我們的財務預測及市場調查分析顯示，此Genuine Tea創業理念在預計的初步市場-多倫多是可行的。

The growing health and wellness trend in Canada has led to an expanding Lifestyle of Health and Sustainability (LOHAS) consumer segment. More and more Canadians are looking toward adopting a holistic health and wellness lifestyle, and purchasing habits are shifting as a result. Tea popularity has shown significant growth in Canada over the past decade and tea consumption is expected to rise an additional 40% by 2020 (“Canadian Tea Fact Sheet & Trends”, 2014). An increasing awareness of tea’s health benefits combined with a variety of new high quality product offerings has sparked the growing interest in tea.

The following paper is a comprehensive business plan for Genuine Tea, a tea shop start-up in Toronto, Canada. Genuine Tea will use an innovative combined tea house - retail business model to capitalize on Canada’s growing health and wellness trend and increasing interest in tea. The paper first introduces the company and its products and services. Detailed analyses of the market, the Canadian tea industry and the Limited-Services Eating Places (LSEP) industry are then presented. An in-depth competitor analysis and results from Genuine Tea’s primary market research survey are also discussed in this section. The paper will then outline the management and implementation strategy for Genuine Tea and discuss its positioning and unique value proposition. This section details the marketing strategy and operational plan. Finally, the paper will assess the economic feasibility of the project through five-year financial projections.

The financial projections and preliminary market research indicate that the Genuine Tea business concept is viable within its intended initial marketplace – Toronto, Canada.

Thesis Approval Form i
摘要 ii
Abstract iii
Table of Contents iv
Tables List vii
Figures List viii
1.0 Executive Summary 1
2.0 Company Overview 4
2.1 Mission Statement 5
2.2 Goals and Objectives 6
2.3 Vision Statement 6
3.0 Products and Services 7
3.1 Product Offerings 7
3.2 Product Presentation 10
3.3 Service 12
4.0 Market and Industry Analysis 13
4.1 Market Summary 13
4.1.1 Macroeconomic Factors 13
4.1.2 Ward 19 Demographics 15
4.1.3 Market Size & Total Market Potential 16
4.1.4 Market Share Projection 17
4.2 Industry Analysis 17
4.2.1 Limited Services Eating Places Industry 17
4.2.2 The Canadian Tea Industry 19
4.3 Market Trends 20
4.3.1 Health and Wellness Trends 20
4.3.2 Tea Trends 20
4.4 Competition 21
4.4.1 The Competitive Environment 22
4.4.2 In-depth Competitor Analysis 23
4.4.3 Genuine Tea’s Competitive Edge 27
4.5 Primary Market Research 28
5.0 Management and Implementation Summary 41
5.1 Brand Management 41
5.1.1 Brand Elements 41
5.2 Marketing Plan 43
5.1.1 STP Analysis 43
5.1.2 Marketing Strategy 45
5.1.3 Marketing Mix – The 7 P’s 46
5.1.4 SWOT Analysis 50
5.3 Operational Plan 51
5.3.1 Daily Operations 52
5.3.2 Product Procurement 54
5.3.3 Human Resource Management 55
6.0 Management and Organization 57
6.1 Ownership Structure 57
6.2 The Management Team 57
6.3 Personnel Plan 58
6.4 External Resources 59
7.0 Financial Plan 60
7.1 Start-up Summary 60
7.2 Break-even Analysis 63
7.3 Sales Forecast 66
7.4 Projected Income Statement 68
7.5 Cash Flow Projections 69
7.6 Projected Balance Sheet 74
8.0 Conclusions & Recommendations 76
8.1 Keys to Success 76
8.2 Capital Needs 77
8.3 Future Opportunities 78
9.0 References 79
Appendices 82
Appendix A | Interview with T. Brunke 82
Appendix B | Primary Market Research Survey Results 85
Appendix C | Management Team Resume Profiles 93

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