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研究生： 林婉婷
Lin, Wan-Ting
論文名稱： Bonjour-健康早餐店創業計畫
Bonjour-Healthy Breakfast Store Business Plan
指導教授： 吳文傑
Wu, Jack
口試委員: 連賢明
Lien, Hsien-Ming Lien
張永明
Chang, Yung-Ming
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： 2018
畢業學年度： 107
語文別： 英文
論文頁數： 46
中文關鍵詞： 創業計畫 、早餐店 、特別飲食
外文關鍵詞： Business plan, Breakfast store, Special diet
DOI URL： http://doi.org/10.6814/THE.NCCU.IMBA.002.2019.F08
相關次數： 點閱：99  下載：0 
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    • Bonjour is a breakfast store, with the concept of offering a healthy meal that uses light and simple approach to cooking. We are positioning ourselves as a high-level breakfast store. Our target customers are people with special diet, patient and weight watcher. The restaurant will be located near Far Eastern Memorial Hospital MRT station.
    The breakfast industry is very competitive. In order to create differentiation, the restaurant will open earlier than other breakfast stores nearby. Moreover, in order to have the best use of the place, the restaurant will extend the opening hour to 8 pm. We will have a special menu for breakfast, lunch, and dinner.
    The initial investment and the operating costs for year one are estimated to be 2.5 million NTD and will be funded by the owner. Based on the financial section, the plan has a positive net present value 8,543,867, which indicates that the project is feasible. The payback period of the restaurant is the third year.

    1. General Company Description 1
    1.1. Mission 1
    1.2. Objectives 2
    1.3. Restaurant Name 3
    1.4. Restaurant Logo 4
    1.5. Restaurant Ownership 5
    2. Market Analysis 6
    2.1. Taiwan’s Economic Overview 6
    2.2. Breakfast Market Overview 8
    2.3. Healthy Breakfast Demand 10
    2.3.1. Survey 1 10
    2.3.2. Survey 2 11
    2.3.3. Survey 3 12
    2.4. Porter’s Five Forces Analysis 12
    2.4.1. Threat of New Entrants 13
    2.4.2. Rivalry Among Competitors 14
    2.4.3. Bargaining Power of Buyers 17
    2.4.4. Bargaining Power of Suppliers 17
    2.4.5. Substitute Products 17
    2.5. SWOT Analysis 18
    3. Business Model 20
    3.1. Product and Service 20
    3.1.1. Positioning 20
    3.1.2. Product 20
    3.1.3. Price 23
    3.1.4. Opening Hours 25
    3.2. Customer Segments 25
    3.3. Location 26
    4. Marketing Plan 27
    4.1. Promotion 27
    4.2. Restaurant Decoration 27
    4.3. Staff Uniform 30
    5. Staff 32
    5.1. Recruiting Requirements 32
    5.2. Management Team 33
    5.3. Organizational Chart 34
    5.4. Salary Structure 34
    6. Financial Plan 36
    6.1. Startup Costs 36
    6.2. Operating Costs 37
    6.3. Funding 39
    6.4. Projected Income Statement 39
    6.5. Projected Cash Flow 42
    6.6. Break Even Analysis 43
    6.7. Profitability Analysis 44
    6.7.1. Net Present Value 44
    7. Conclusion 45
    Reference 46

    Publications in English
    ROSEMARY PEAVLER, “What Is Startup Capital?” Aug 2018 Available : https://www.thebalancesmb.com/initial-investment-393328
    Publications in Chinese
    超競爭！傳統早餐店5年倒千家, Ettoday新聞雲, Available at: https://www.ettoday.net/news/20170907/1006135.htm
    西式連鎖早餐店破萬家 密度逼近便利超商, 食力, Oct 2018, Available at: https://www.foodnext.net/news/industry/paper/5616141169
    26張圖表帶你一口氣看完全台22座縣市收入地圖, 關鍵評論, Oct 2015, Available at: https://www.thenewslens.com/article/29663
    台灣最低薪資上調23.1k，明年元旦開始最低時薪多10塊錢比較好過年, 科技橘報, Aug 2018, Available at: https://buzzorange.com/techorange/2018/08/17/salary-benchmark-150/
    Websites
    內政部戶政司全球資訊網, Available at: https://www.ris.gov.tw/
    統計資訊網, Available at: https://www.stat.gov.tw/

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