這項商業計畫的主要目的是為了定義一個家族事業會演變成什麼和 經過一段時間它會如何建立與發展.



本商業計劃餐廳落點於克羅埃西亞首都-Zagreb 的市中心。它將會 是運用現代科技，提供與眾不同服務而且在 Zagreb 前所未有的小 規模外帶餐廳。



我們的目標是塑造餐廳品牌形象，吸引喜歡簡單且高品質的顧客群， 從而提高顧客忠誠度，奠定成功的基礎架構。我們將會以高品質的 食物和飲品，良好的服務態度以及最大的顧客便利性來達到目標。

The main purpose of this business plan is to define what a family run business will be, how it will be set up and how it will develop over time.

The business plan is for a restaurant that will be located in the city centre of Zagreb, the capital of Croatia. It will be a small takeout restaurant which will be offering a different kind of service, non-existent in Zagreb, which will be based on the use of technology.

Our goal is to become a restaurant that will attract customers who appreciate simplicity and quality, hence building loyal customer base which will be an important factor in achieving success. We will do so by selling great food and beverages along with great service and minimal hassle for them.

1. Executive Summary ................................................................................................................. 1
2. Company Summary .................................................................................................................. 2
2.1. Start-up Summary .............................................................................................................. 4
2.2. Company Ownership ......................................................................................................... 6
2.3. Restaurant Location ........................................................................................................... 6
3. Products and Services ............................................................................................................. 10
3.1. Products and Service Description .................................................................................... 10
3.2. Competitive Comparison ................................................................................................. 14
3.3. Sales Literature ................................................................................................................ 16
3.4. Sourcing and Fulfillment ................................................................................................. 17
3.5. Technology ...................................................................................................................... 19
3.6. Future Products and Services .......................................................................................... 21
4. Industry and Market Analysis Summary ................................................................................ 25
4.1. Industry Analysis ............................................................................................................. 25
4.2. Market Research .............................................................................................................. 27
4.3. Market Segmentation ....................................................................................................... 29
4.4. Target Market Segment Strategy ..................................................................................... 32
4.4.1. Market Needs ........................................................................................................... 34
4.4.2. Market Trends .......................................................................................................... 35
4.5. Distribution Patterns ........................................................................................................ 36
5. Strategy and Implementation Summary ................................................................................. 37
5.1. Competitive Edge ............................................................................................................ 37
5.2. Marketing Strategy .......................................................................................................... 40
5.2.1. Positioning Statements ............................................................................................. 42
5.2.2. Pricing Strategy ........................................................................................................ 42
6. Sales Strategy Summary ......................................................................................................... 44
6.1. Sales strategy ................................................................................................................... 44
6.2. Sales Forecast .................................................................................................................. 45
7. Management Summary .......................................................................................................... 47
7.1. Organizational Structure .................................................................................................. 47
7.2. Personnel Plan ................................................................................................................. 48
8. Financial Plan ......................................................................................................................... 49



8.1. Break-even Analysis 49

8.2. Projected Income Statement 51

8.3. Projected Cash Flow Statement 53

8.4. Projected Balance Sheet 55

8.5. Other Business Ratios 56

APPENDIX 57


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