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研究生： 林彥文
Lin, Sam
論文名稱： 台灣好味文化創意餐飲事業營運企劃書
WTF (Wonderful Taiwan Flavour) Taiwanese Culture and Goods Business Plan
指導教授： 何小台
Ho, Chester S.
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： 2011
畢業學年度： 99
語文別： 英文
論文頁數： 48
中文關鍵詞： 台灣好味 、餐飲事業 、營運企劃書
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    • This business plan has been prepared to provide the reader with information about WTF (Wonderful Taiwan Flavour) Taiwanese Culture and Goods Business Plan, including business structure, company goals, projected growth, financial plan, start-up costs, an investment analysis and the industry trends.
    WTF (Wonderful Taiwan Flavour) Incorporation is a business entity that provides Taiwanese culture and goods in a restaurant business. It’s a brand new concept and I will bring Taiwanese culture along with this business to overseas, including China, Asia, America and Europe. I tend to re-shape Taiwanese culture with a contemporary, modern food and goods instead of a conventional ways. I’d like to bring these modern Taiwanese flavour to the world.

    Focused on quality food, good experience, good service, cultural environment and space to bring the joyfulness to our guests, WTF Inc. will be the first Taiwanese cultural theme restaurant export to overseas. WTF Inc. WTF is seeking seed capital of NT$ 7.12 million for initial company operations. WTF Inc. projects gross sales of NT$ 417.63 million and a net income of NT$94.3 million in year 5, with and NPV of NT$ 19.8 million, a payback within 18 months and an IRR of 84%. The initial investor will receive an equity stake in the company and preferential rights to invest in subsequent equity rounds.

    I Introduction 1
    Vision 2
    Mission 2
    Company Management 2
    KFS (Key Success Factor) 3
    Business strategy 4
    Strategic Development Plan 4
    People management Strategy 8
    CRM 14
    Business model 14
    II Market Analysis 15
    Demand 15
    Supply 17
    Market Segmentation 20
    Competitor Analysis 21
    SWOT Analysis 26
    III Company Strategy 28
    Price Strategy 28
    Product Strategy 28
    Promotion Strategy 30
    Place/ Channel Strategy 30
    IV Financial Projection 32
    Financial Assumption 32
    Sales Forecast 32
    Investment requirement 33
    Financial Statement 34
    WTF Inc. Income Statement 34
    WTF Inc. Pro Forma Balance Sheet 35
    Ratio 35
    WTF Inc. Cash Flow 36
    WTF Inc. Cash Flow of 1st Store 36
    V Conclusion 37
    Breakeven Point 37
    IRR and NPV 37
    Appendix 38
    Appendix 1 – Dazzling Café 38
    Appendix 2 – Melange Café 38
    Appendix 3 – Coffee Ally 39
    Appendix 4--Restaurant layout (30 pin) 40
    References 41

    1. Web pages and information from the industry overview
    http://www.taipeitimes.com/News/feat/archives/2009/09/04/2003452774
    http://candystripesandrainbowdreams.blogspot.com/2010/08/dazzling-cafe-taipei.html
    http://tenintaipei.blogspot.com/2011/03/belgian-waffles-coffee-alley.html
    2. 餐飲業
    http://60.244.127.66/big5/p1215/htm/link/3-3.pdf
    3. 98年度電子資訊中程綱要計畫報告http://www.cepd.gov.tw/dn.aspx?uid=9132
    4. 經濟部99年中小企業白皮書http://www.moeasmea.gov.tw/ct.asp?xItem=9015&ctNode=748&mp=1
    5. 台灣餐飲業現況分析
    http://www.cdri.org.tw/ezfiles/0/1000/img/62/04-ch-04.pdf
    6. 85度C單店獲利能力
    http://www.85cafe.com/html-c/news-20070925.htm

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