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題名 在台灣經營泰式午餐餐盒之商業企劃書
Business Plan: Thai Lunchbox in Taiwan
作者 林如娟
Pruekwattanachai, Pattie
貢獻者 張大為
Chang, David
林如娟
Pruekwattanachai, Pattie
關鍵詞 商業企劃書
泰式午餐餐盒
Business Plan
Thai Lunchbox
日期 2016
上傳時間 9-Aug-2016 10:49:23 (UTC+8)
摘要 What is for lunch today? It is a normal question for everyone, but particularly for office workers who have limited choices, busy schedules and do not want to eat outside. People mostly think about a lunchbox as the first option since it is convenient, especially a delivery service that provides food to the door. But what kind of lunchbox do they want to order? There are more than fifty traditional Chinese lunchboxes in service with the same style of fried pork or grilled chicken with small three side dishes. What can be more boring than this? That is why we think that Pinto will be the best alternative for many customers in the market. The business idea is introduced to combine the original lunchbox concept with unique Thai food and the new concept of making food for happiness through the food presentation. Pinto is a brand of our delicious Thai lunchbox which sells high quality food and focuses on the art of food through packaging as an aim to bring customers a new experience. Our primary target is office worker around Xinyi district in Taipei City. In addition, the management team is consisted of experienced and knowledgeable people who have determination and passion to drive business to achieve goals and objectives. The total capital requirement to launch Pinto is NTD 2,000,000. Due to our business model focuses on delivery food without an actual restaurant, we save money on location and store decoration. As the demand increases in the market and the product differentiation, we expect to have a return of profit in the first year of operation and gradually gain higher net income in the years later. Our intention is to have a definitive business, financial, and marketing plan that not only serves our need for capital financing, but is utilized as our daily business roadmap. In the long term plan, we believe that food delivery service is a popular trend and will still have a huge potential to grow in the future. In the first four years, we will focus on Taipei and New Taipei City where there is high density of office workers and a huge demand for lunchboxes. Next stage, we would like to expand to other cities that share the similar lunchbox culture, such as, Shanghai, Beijing and Tokyo.
參考文獻 Agriculture and Agri-Food Canada. (2014, July). Agriculture and Agri-Food Canada. Retrieved April 17, 2016, from Market Overview - Taiwan: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-region/asia-pacific/market-overview-taiwan/?id=1418399560609
Businessnewsdaily. (2011, April 19). Businessnewsdaily. Retrieved April 22, 2016, from Need a Product Endorsement? Look to Bloggers, Not Celebrities : http://www.businessnewsdaily.com/882-bloggers-celebrities-influence.html
Forbs. (2012, November 1). Forbs/ Entrepreneurs. Retrieved April 23, 2016, from Five Customer Retention Tips for Entrepreneurs: http://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-retention-tips-for-entrepreneurs/#33ef628617b0
Heneghan, C. (2015, November 30). Fooddive. Retrieved April 19, 2016, from The future is now: The critical food industry trends heading into 2016: http://www.fooddive.com/news/the-future-is-now-the-critical-food-industry-trends-heading-into-2016/409905/
imarketingfactory. (n.d.). imarketingfactory. Retrieved April 21, 2016, from The Importance of YouTube for Small Businesses: http://www.imarketingfactory.com/youtube/
International Monetary Fund. (2016, January). Subdued Demand, Diminished Prospects. Retrieved April 17, 2016, from International Monetary Fund: http://www.imf.org/external/pubs/ft/weo/2016/update/01/
investtaiwan. (n.d.). investtaiwan. Retrieved April 17, 2016, from Investment Opportunities in the Food and Beverage (F&B): http://investtaiwan.org/doc/1040807/SI_1_3.pdf
Kim, E. (2015, May 7). CRUNCH NETWORK. Retrieved April 17, 2016, from A Secular Shift To Online Food Ordering: http://techcrunch.com/2015/05/07/a-secular-shift-to-online-food-ordering/
Langley, S. (2014, August 27). ausfoodnews. Retrieved April 20, 2016, from Sophie Langley: http://ausfoodnews.com.au/2014/10/27/key-trends-for-australian-and-new-zealand-consumers-in-2015-mintel.html
Lue, A. (n.d.). Taipei Times. Retrieved April 18, 2016, from 7-Eleven starts lunchbox showdown: http://www.taipeitimes.com/News/biz/archives/2002/01/19/0000120636
Pozin, I. (2013, July 9). Forbes. Retrieved April 21, 2016, from 6 Instagram-Inspired Startups: http://www.forbes.com/sites/ilyapozin/2013/07/09/6-instagram-inspired-startups/#62dc2a663b72
Rockhold, M. T. (n.d.). Mercy. Retrieved April 19, 2016, from Healthification Has Mercy Jumping: https://www.mercy.net/jumpingjacks
Taiwan Info. (2016, April 19). Taiwan Info. Retrieved April 19, 2016, from Fast Food Sweeps Taiwan; 42 Foreign Chains Now Here: http://taiwaninfo.nat.gov.tw/ct.asp?xItem=108709&ctNode=103
Taiwan Today. (2014, February 17). Taiwan Today. Retrieved April 18, 2016, from Taiwan top for convenience store density: http://taiwantoday.tw/ct.asp?xItem=214462&ctNode=2183
Travers, A. (2016, March 16). bordbia. Retrieved April 20, 2016, from The Future of Gastronomy: 7 Foodservice trends for 2025: http://www.bordbia.ie/industry/manufacturers/insight/alerts/pages/TheFutureofGastronomy7Foodservicetrendsfor2025.aspx?src=home
Vegten, M. v. (2015, May 30). asiaonebusiness. Retrieved April 20, 2016, from Average salary for Taiwanese college grads back at $1,200 : http://business.asiaone.com/news/average-salary-taiwanese-college-grads-back-1200
verticalresponse. (n.d.). verticalresponse. Retrieved April21 2016, from Why Facebook Is Important to Small Business: http://www.verticalresponse.com/marketing-resources/guide/5-reasons-why-facebook-is-important-to-small-business
http://www.imf.org/external/pubs/ft/weo/2016/update/01/
http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-region/asia-pacific/market-overview-taiwan/?id=1418399560609
http://investtaiwan.org/doc/1040807/SI_1_3.pdf
http://www.168web.com.tw/in/front/bin/home.phtml
https://www.facebook.com/wutau, http://www.wu-tau.com/news.php
http://keeat.pixnet.net/blog/post/348831212-rice-kitchen%E7%B1%B3%E9%A3%9F
http://d86825646.myweb.hinet.net/, https://www.facebook.com/%E5%BA%9C%E5%9F%8E%E8%98%AD%E9%A6%99%E6%8E%92%E9%AA%A8%E9%A3%AF-569549246459192/
http://www.bobbybox.com.tw/
https://www.zomato.com/manila/bobby-box-libis-quezon-city
http://www.globalfoodforums.com/food-news-bites/2016-food-trends/
http://www.bplans.com/catering_business_plan/market_analysis_summary_fc.php
http://www.thegrocer.co.uk/reports/category-reports/focus-on-lunchbox/219868.article
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
103933038
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103933038
資料類型 thesis
dc.contributor.advisor 張大為zh_TW
dc.contributor.advisor Chang, Daviden_US
dc.contributor.author (Authors) 林如娟zh_TW
dc.contributor.author (Authors) Pruekwattanachai, Pattieen_US
dc.creator (作者) 林如娟zh_TW
dc.creator (作者) Pruekwattanachai, Pattieen_US
dc.date (日期) 2016en_US
dc.date.accessioned 9-Aug-2016 10:49:23 (UTC+8)-
dc.date.available 9-Aug-2016 10:49:23 (UTC+8)-
dc.date.issued (上傳時間) 9-Aug-2016 10:49:23 (UTC+8)-
dc.identifier (Other Identifiers) G0103933038en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99793-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 103933038zh_TW
dc.description.abstract (摘要) What is for lunch today? It is a normal question for everyone, but particularly for office workers who have limited choices, busy schedules and do not want to eat outside. People mostly think about a lunchbox as the first option since it is convenient, especially a delivery service that provides food to the door. But what kind of lunchbox do they want to order? There are more than fifty traditional Chinese lunchboxes in service with the same style of fried pork or grilled chicken with small three side dishes. What can be more boring than this? That is why we think that Pinto will be the best alternative for many customers in the market. The business idea is introduced to combine the original lunchbox concept with unique Thai food and the new concept of making food for happiness through the food presentation. Pinto is a brand of our delicious Thai lunchbox which sells high quality food and focuses on the art of food through packaging as an aim to bring customers a new experience. Our primary target is office worker around Xinyi district in Taipei City. In addition, the management team is consisted of experienced and knowledgeable people who have determination and passion to drive business to achieve goals and objectives. The total capital requirement to launch Pinto is NTD 2,000,000. Due to our business model focuses on delivery food without an actual restaurant, we save money on location and store decoration. As the demand increases in the market and the product differentiation, we expect to have a return of profit in the first year of operation and gradually gain higher net income in the years later. Our intention is to have a definitive business, financial, and marketing plan that not only serves our need for capital financing, but is utilized as our daily business roadmap. In the long term plan, we believe that food delivery service is a popular trend and will still have a huge potential to grow in the future. In the first four years, we will focus on Taipei and New Taipei City where there is high density of office workers and a huge demand for lunchboxes. Next stage, we would like to expand to other cities that share the similar lunchbox culture, such as, Shanghai, Beijing and Tokyo.en_US
dc.description.tableofcontents 1. General Company Description 9
1.1. Company Profile 9
1.2. Mission Statement 10
1.3. Goals and Objectives 10
1.4. Key to Success 10
1.4.1. Authentic and delicious 10
1.4.2. Premium quality 11
1.4.3. Art of food 11
1.5. Legal form of ownership and Management Team 11
1.5.1. Ms. Pattanachat Pruekwattanachai: Founder and CEO 11
1.5.2. Ms. Jennifer Liang: Consultant and Shareholder holding 5% 12
2. Products and Services 13
2.1. Historical background 13
2.2. Products 13
2.3. Menu 14
2.3.1. Main dish 14
2.3.2. Desserts 17
2.3.3. Beverage 18
2.4. Art of food 19
2.5. Packaging 20
2.6. Services 21
3. Marketing plan 23
3.1. Market Research Analysis 23
3.1.1. Global market 23
3.1.2. Taiwan Market 24
3.1.3. Potential Trend 26
3.1.4. Target consumers 28
3.1.5. Competition 29
3.1.6. Niche 31
3.1.7. Marketing Strategy 32
4. Operational plan 41
4.1. Location 41
4.2. Legal environment 41
4.3. Personal 42
4.3.1. Founder and CEO 42
4.3.2. Consultant 42
4.3.3. Chef 43
4.3.4. General Assistants 43
4.3.5. Social media officer 43
4.3.6. Scooter guys (outsource third party) 44
4.3.7. Creative and art designer (Internship) 44
4.4. Inventory 45
4.5. Suppliers 46
5. Management and Organization 47
5.1. Professional and Advisory Support 47
5.1.1. Board of directors and Management advisory board 47
5.1.2. Accountant 47
5.1.3. Insurance agent 47
5.1.4. Consultant 48
5.1.5. Key advisor 48
6. Personal Financial Statement 49
6.1. Capitalization and Startup Expenses 49
7. Financial Plan 51
7.1. 12-Month Profit and Loss Projection 51
7.2. 4 years profit projection 53
7.3. Break- even analysis 54
8. References 57
9. Appendix 60		zh_TW
dc.format.extent 2229709 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103933038en_US
dc.subject (關鍵詞) 商業企劃書zh_TW
dc.subject (關鍵詞) 泰式午餐餐盒zh_TW
dc.subject (關鍵詞) Business Planen_US
dc.subject (關鍵詞) Thai Lunchboxen_US
dc.title (題名) 在台灣經營泰式午餐餐盒之商業企劃書zh_TW
dc.title (題名) Business Plan: Thai Lunchbox in Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Agriculture and Agri-Food Canada. (2014, July). Agriculture and Agri-Food Canada. Retrieved April 17, 2016, from Market Overview - Taiwan: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-region/asia-pacific/market-overview-taiwan/?id=1418399560609
Businessnewsdaily. (2011, April 19). Businessnewsdaily. Retrieved April 22, 2016, from Need a Product Endorsement? Look to Bloggers, Not Celebrities : http://www.businessnewsdaily.com/882-bloggers-celebrities-influence.html
Forbs. (2012, November 1). Forbs/ Entrepreneurs. Retrieved April 23, 2016, from Five Customer Retention Tips for Entrepreneurs: http://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-retention-tips-for-entrepreneurs/#33ef628617b0
Heneghan, C. (2015, November 30). Fooddive. Retrieved April 19, 2016, from The future is now: The critical food industry trends heading into 2016: http://www.fooddive.com/news/the-future-is-now-the-critical-food-industry-trends-heading-into-2016/409905/
imarketingfactory. (n.d.). imarketingfactory. Retrieved April 21, 2016, from The Importance of YouTube for Small Businesses: http://www.imarketingfactory.com/youtube/
International Monetary Fund. (2016, January). Subdued Demand, Diminished Prospects. Retrieved April 17, 2016, from International Monetary Fund: http://www.imf.org/external/pubs/ft/weo/2016/update/01/
investtaiwan. (n.d.). investtaiwan. Retrieved April 17, 2016, from Investment Opportunities in the Food and Beverage (F&B): http://investtaiwan.org/doc/1040807/SI_1_3.pdf
Kim, E. (2015, May 7). CRUNCH NETWORK. Retrieved April 17, 2016, from A Secular Shift To Online Food Ordering: http://techcrunch.com/2015/05/07/a-secular-shift-to-online-food-ordering/
Langley, S. (2014, August 27). ausfoodnews. Retrieved April 20, 2016, from Sophie Langley: http://ausfoodnews.com.au/2014/10/27/key-trends-for-australian-and-new-zealand-consumers-in-2015-mintel.html
Lue, A. (n.d.). Taipei Times. Retrieved April 18, 2016, from 7-Eleven starts lunchbox showdown: http://www.taipeitimes.com/News/biz/archives/2002/01/19/0000120636
Pozin, I. (2013, July 9). Forbes. Retrieved April 21, 2016, from 6 Instagram-Inspired Startups: http://www.forbes.com/sites/ilyapozin/2013/07/09/6-instagram-inspired-startups/#62dc2a663b72
Rockhold, M. T. (n.d.). Mercy. Retrieved April 19, 2016, from Healthification Has Mercy Jumping: https://www.mercy.net/jumpingjacks
Taiwan Info. (2016, April 19). Taiwan Info. Retrieved April 19, 2016, from Fast Food Sweeps Taiwan; 42 Foreign Chains Now Here: http://taiwaninfo.nat.gov.tw/ct.asp?xItem=108709&ctNode=103
Taiwan Today. (2014, February 17). Taiwan Today. Retrieved April 18, 2016, from Taiwan top for convenience store density: http://taiwantoday.tw/ct.asp?xItem=214462&ctNode=2183
Travers, A. (2016, March 16). bordbia. Retrieved April 20, 2016, from The Future of Gastronomy: 7 Foodservice trends for 2025: http://www.bordbia.ie/industry/manufacturers/insight/alerts/pages/TheFutureofGastronomy7Foodservicetrendsfor2025.aspx?src=home
Vegten, M. v. (2015, May 30). asiaonebusiness. Retrieved April 20, 2016, from Average salary for Taiwanese college grads back at $1,200 : http://business.asiaone.com/news/average-salary-taiwanese-college-grads-back-1200
verticalresponse. (n.d.). verticalresponse. Retrieved April21 2016, from Why Facebook Is Important to Small Business: http://www.verticalresponse.com/marketing-resources/guide/5-reasons-why-facebook-is-important-to-small-business
http://www.imf.org/external/pubs/ft/weo/2016/update/01/
http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-region/asia-pacific/market-overview-taiwan/?id=1418399560609
http://investtaiwan.org/doc/1040807/SI_1_3.pdf
http://www.168web.com.tw/in/front/bin/home.phtml
https://www.facebook.com/wutau, http://www.wu-tau.com/news.php
http://keeat.pixnet.net/blog/post/348831212-rice-kitchen%E7%B1%B3%E9%A3%9F
http://d86825646.myweb.hinet.net/, https://www.facebook.com/%E5%BA%9C%E5%9F%8E%E8%98%AD%E9%A6%99%E6%8E%92%E9%AA%A8%E9%A3%AF-569549246459192/
http://www.bobbybox.com.tw/
https://www.zomato.com/manila/bobby-box-libis-quezon-city
http://www.globalfoodforums.com/food-news-bites/2016-food-trends/
http://www.bplans.com/catering_business_plan/market_analysis_summary_fc.php
http://www.thegrocer.co.uk/reports/category-reports/focus-on-lunchbox/219868.article		zh_TW