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研究生： 梁書維
Liang, Wayne
論文名稱： Kid’s land 親子餐廳商業計劃
Kid’s land family restaurant business plan
指導教授： 吳文傑
Wu, Jack
口試委員: 何小台
Ho, Chester
劉助
Liu, James
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 39
中文關鍵詞： 親子餐廳 、商業企劃
外文關鍵詞： Family restaurant, Business plan
DOI URL： http://doi.org/10.6814/NCCU201900125
相關次數： 點閱：290  下載：0 
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    The Company:
    Kid’s Land (童樂會) will be a family restaurant where provide brunch, meals and different kinds of soft drinks for both kids and adults. The restaurant will be located near by the 823 Memorial Park, in Zhonghe Dist. New Taipei City.
    In our restaurant, the kids can have a good time exploring our indoor playground and reading picture books, story books in the book area. Creative art classes will be held on a regular basis. The whole family can have a quality time staying in our restaurant.

    Objective:
    To provide a safe and joyful indoor playground for kids
    To serve delicious food and drinks for family
    To provide various kinds of books for family members at different ages
    To provide kids with their first AI experience playing with Boby AI robot
    To offer Creative Art Class for kids to find interest and joy from making something on their own and build basic art interest
    Create an environment where every family member may spend a joyful time

    Operation Model:
    The theme of Kid’s Land will be “Family”. We are trying to build an environment fit all family members. Our meal and facilities are designed for every family member not just for the kids.
    Kid’s Land will provide delicious and high-quality meals and beverages for kids and parents. We have playground where has slide, ball pool and other facilities allowing kids to exercise, stretch and learn how to keep balance.
    We also have reading area for kids who like to read. There will be interesting and award-winning story books, picture books. It is worth mentioning we will have mini AI robot in the reading area. It can play audio stories for kids who are not able to read. We did not forget the parents and other family members. There will also have magazines for parents.
    Creative Art Class will be another feature of Kid’s Land. There will be some options, such as Clay Class, Painting Class and Magic Class.

    Kid’s Land will focus on 3 sources of revenue.
    Meals: Kid’s Land will provide appetizer, pizza, hamburgers spaghetti and meals for baby
    Beverages: Kid’s Land will offer coffee, juices and soft drinks
    Creative Art Classes: We offer clay class, painting class and magic class for kids to choose.

    Financial Goal:
    Our financial goal is to achieve break even in the first year and expect to have stable growth rate in sales in the 2nd and 3rd year gradually. And all of the staff and co-founders may enjoy the profit generated from the business.

    1. Executive Summary 1
    1.1. The Company 1
    1.2. Objective 1
    1.3. Operation Model 1
    1.4. Financial Goal 2
    2. Company Overview 3
    2.1. Background 3
    2.2. Restaurant Name 3
    2.3. Logo 4
    2.4. Values 4
    2.4.1. Joy 4
    2.4.2. Learning 5
    2.4.3. Family 5
    2.4.4. Quality 5
    2.5. Space Planning 5
    2.6. Staff 6
    2.6.1. Positions 6
    2.6.2. Organizational Chart 8
    2.6.3. Salary Structure 9
    2.7. Enter and Growth Strategy 10
    2.7.1. Short Term Strategy 10
    2.7.2. Long Term Strategy 11
    2.8. Location 11
    2.8.1. The 823 Memorial Park 11
    2.8.2. Traffic 12
    3. Industry 13
    3.1. Overview 13
    3.1.1. Declining Fertility Rate 13
    3.1.2. Increasing Household Expenditure in Restaurants and Hotels 14
    3.2. Market 15
    4. Business Model 17
    4.1. Key Partners 17
    4.1.1. Human Thesaurus Publishing Group 17
    4.1.2. Local Suppliers for raw ingredients 17
    4.1.3. Creative Art Teachers 17
    4.2. Key Activities 18
    4.2.1. Food and Beverage 18
    4.2.2. Playground 18
    4.2.3. Reading Area 19
    4.2.4. Creative Art Class 19
    4.3. Key Resources 19
    4.4. Value Proposition 20
    4.5. Customer Relationship 20
    4.6. Channels 20
    4.7. Customer Segment 21
    4.8. Cost Structure 21
    4.9. Revenue Streams 21
    5. Market Analysis 22
    5.1. Porter’s 5 Forces 22
    5.1.1. Bargaining Power of Suppliers 22
    5.1.2. Threat of New Entrants 22
    5.1.3. Threat of Substitutes 22
    5.1.4. Bargaining Power of Customers 23
    5.1.5. Competitive Rivalry within Industry 23
    5.2. SWOT Analysis 25
    5.2.1. Strength 25
    5.2.2. Weaknesses 25
    5.2.3. Opportunities 25
    5.2.4. Threats 26
    6. Marketing Plan 27
    6.1. Product 27
    6.2. Price 27
    6.3. Place 27
    6.4. Promotion 28
    6.4.1. Personal Selling 28
    6.4.2. Social Media 28
    7. Financial Analysis 29
    7.1. Capital Financing and Investment 29
    7.2. Cost Details 30
    7.2.1. Fixed Costs 30
    7.2.2. Personnel Expenses 30
    7.3. Income Statement 31
    The Income Statement is projected based on below assumptions. 31
    7.4. Break Even Analysis 32
    7.4.1. Break Even in Sales 32
    7.4.2. Break Even in Units (in Persons) 32
    7.5. Cash Flow Statement 33
    7.6. Net Present Value Analysis 35
    8. Reference 37
    Appendix 38

    1. Fertility Rate By Country 2019, worldpopulationreview.com/countries/total-fertility-rate/
    2. How Taiwan Boosted Fertility by James C.T. Hsueh 2018/2/1, https://ifstudies.org/blog/how-taiwan-boosted-fertility
    3. 參、歷年家庭收支調查主要結果表,第十四表 - 家庭消費支出結構按消費型態分https://win.dgbas.gov.tw/fies/a11.asp?year=106
    4. 餐飲業營業額及年增率,https://dmz21.moea.gov.tw/GA/#/b04
    5. 二、薪資,表２９住宿及餐飲業受僱員工每人每月總薪資－按中業別分https://www.dgbas.gov.tw/ct.asp?xItem=42911&ctNode=3103
    6. Net Present Value (NPV), https://www.investopedia.com/terms/n/npv.asp
    7. 台灣50今配息搶賺填息紅包 https://www.chinatimes.com/newspapers/20190122000333-260206?chdtv

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