메뉴펼치기
-
1
-
2
-
3
-
4
-
5
-
6
-
7
-
8
-
9
-
10
-
11
-
12
해당 자료는 4페이지 까지만 미리보기를 제공합니다.
4페이지 이후부터 다운로드 후 확인할 수 있습니다.
4페이지 이후부터 다운로드 후 확인할 수 있습니다.
목차
1. 사업 목적 및 사업 계획서 개요 ····································································································1
2. 외부환경 분석 과 전망 ······················································································································1
3. 회사 개요 ·················································································································································3
3.1 회사 현황 ··········································································································································3
3.2 회사 조직 ··········································································································································3
3.3 사업 영역 ··········································································································································3
가. 애완동물용품쇼핑몰 및 커뮤니티 ······················································································4
나. 애완동물병원 제휴서비스 ······································································································4
다. 맞춤형 서비스 ·····························································································································5
라. 향후 서비스 계획 ······················································································································5
4. 마케팅 ························································································································································5
4.1 SWOT분석 ·········································································································································5
4.2 STP전략 ··············································································································································6
가. Segmentation ······························································································································6
나. Target ··············································································································································6
다. Positioning ····································································································································7
4.3 4P전략 ·················································································································································7
가. Price, Product ·····························································································································7
나. Place ················································································································································7
다. Promotion ·····································································································································7
5. 재무계획 ····················································································································································8
5.1 소요자금 ·············································································································································8
5.2 판매계획 ·············································································································································9
5.3 손익계산 ··········································································································································10
2. 외부환경 분석 과 전망 ······················································································································1
3. 회사 개요 ·················································································································································3
3.1 회사 현황 ··········································································································································3
3.2 회사 조직 ··········································································································································3
3.3 사업 영역 ··········································································································································3
가. 애완동물용품쇼핑몰 및 커뮤니티 ······················································································4
나. 애완동물병원 제휴서비스 ······································································································4
다. 맞춤형 서비스 ·····························································································································5
라. 향후 서비스 계획 ······················································································································5
4. 마케팅 ························································································································································5
4.1 SWOT분석 ·········································································································································5
4.2 STP전략 ··············································································································································6
가. Segmentation ······························································································································6
나. Target ··············································································································································6
다. Positioning ····································································································································7
4.3 4P전략 ·················································································································································7
가. Price, Product ·····························································································································7
나. Place ················································································································································7
다. Promotion ·····································································································································7
5. 재무계획 ····················································································································································8
5.1 소요자금 ·············································································································································8
5.2 판매계획 ·············································································································································9
5.3 손익계산 ··········································································································································10
본문내용
창업하려고 하며 이런 형태의 서비스를 제공하는 업체가 아직 눈에 띄지 않고 있다. 이는 차별화된 서비스로 소비자들에게 새로운 경험이 될 것이며 큰 성공의 기회이다. 또한 온/오프라인을 이용한 마케팅은 커뮤니티를 지원해 커뮤니티가 활성화 되면 그것을 이용해 마케팅을 할 수 있고 사람들에게 간접체험의 장을 열어 줄 수 있다. 또한 창업주의 애완동물에 대한 지식이 있고 특히 학교 전공이 동물생명이므로 이는 사업에 있어서 강점으로 작용될 것 이다.
약점 : 가장 큰 위협은 전문 인력의 부족이다. 비록 창업주가 지식을 가지고 있지만 혼자서 하기는 힘들어 이 분야에 대한 전문 인력이 더 필요하다 애완동물의 특성상 생명을 다루는 일이므로 이에 대한 전문적 지식을 가진 사람들이 더 필요하다. 또한 동물병원 제휴에 어려움이 있을 것으로 예상한다. 동물병원이 동네마다 하나만 있는 것이 아니며 제휴 계약을 맺은 동물병원에도 이점을 주려면 구역당 제휴업체에 제한이 생기므로 이는 약점이 된다.
기회 : 앞서 살펴본 것처럼 애완동물에 대한 관심 증가와 애완동물 관련시장의 전망이 좋다는 점은 큰 기회요인이 된다.
위협 : 경기불황이 큰 위협요소다. 최근 계속되는 경기불황으로 인해 소비자들이 지갑을 잘 열지 않는다. 비록 현재 시장의 전망도 높고 사람들이 자신들의 애완동물에게 투자할 용의가 크다고 하지만 경기불황이 계속될 경우 큰 문제로 다가오므로 확실하게 차별화된 서비스의 질을 추구해 계속적인 소비를 유도해야 될 것이다. 또한 진입장벽이 낮다. 인터넷 홈페이지를 통해 초기 사업이 시작되는데 이 경우 경쟁자가 모방해서 빠르게 진입할 수 있다. 모방해서 빠르게 진입하는 경쟁자의 경우 준비가 부족하거나 잘못된 모방으로 인해 서비스의 질에서 차이가 날 것이므로 이에 유의해서 사업을 진행해야 할 것이다.
4.2 STP전략
가. Segmentation
사람들은 다양한 동물을 애완동물로써 키우고 같이 지내고 있다. 따라서 애완동물시장은 애완동물 종류로 시장을 세분화 할 수 있다.
나. Target
우리는 개와 고양이를 애완동물로서 키우는 사람들을 대상으로 한다. 기본적으로 애완동물용품판매의 경우 필수재의 성격에 가까우므로 애견인, 애묘인들을 대상으로 하지만 멤버십 서비스와 맞춤형 서비스의 경우 필수재의 성격보다는 사치재의 성격에 가까우므로 일정 수준의 소득을 가진 사람들이 주 대상이다.
다. Positioning
타게팅과 마찬가지로 애완용품판매의 경우 모든 애견인, 애묘인을 대상으로 하므로 저가부터 시작해 고가의 상품까지 취급하며 그 외의 서비스는 철저한 고품격 프리미엄의 서비스 제공을 추구한다.
4.3 4P전략
가. Price, Product
사료의 경우 가장 고급인 오가닉은 평균 가격이 kg당 10000원 수준이며 홀리스틱은 약 7800원 슈퍼프리미엄은 약 5200원 프리미엄은 약 2500원 이며 마지막으로 일반사료의 경우는 약 2200원 이다. 다른 용품의 경우 동물용 옷의 경우 개당 평균 40000원이며 그 외 장난감의 경우 20000원이다. 용품외 병원 제휴서비스의 경우 제품을 구입하지 않은 사람의 경우 1달에 약 3만원 정도 이며 제품을 구입해 할인 혜택을 받으면 약 2만원이다. 맞춤형 서비스의 경우 가장 기본이 1달에 10만원이며 여기에 옵션을 추가하면 추가 비용이 들어간다.
나. Place
본사는 서울에 있으며 용품의 경우 공급을 도매시장에서 받거나 사료의 경우 사료업체에서 받는다. 주문한 물품의 경우 택배로 보내진다. 오후 2시 전에 주문하면 당일 발송이 이루어지고 2시를 넘어가면 다음날 발송이 이루어진다. 병원 제휴서비스와 맞춤형 서비스의 경우 먼저 서울에서 이루어지며 다음으로는 서울 경기로 확대하고 그 이후 부산으로 영역을 넓힌다.
다. Promotion
사업 초기 회원을 유치하기 위해 회원가입시 쿠폰을 줘서 일정금액이상 구매시 할인혜택을 주며 그때 구매액에는 마일리지를 두배로 적립해준다. 또한 일정등급이상의 고객의 경우 사은품을 제공하고 고급 서비스를 이용하는 고객에게는 더 많은 혜택을 제공함으로 재구매를 유도한다.
제휴병원의 경우 구역별 가맹점을 제한해 독과점의 지위를 형성해 줘서 확실한 이점을 제공한다.
5. 재무계획
5.1 소요자금
(단위: 천원)
구 분
단 가
수량
금 액
비 고
시
설
자
금
사업장 임차보증금
20,000
1
20,000
100㎡
웹사이트(쇼핑몰) 구축비
5,000
1
5,000
외주제작
제품 포장 제작
2,000
1
2,000
외주제작
사무용 컴퓨터
1,500
3
4,500
P-IV
프린터 및 스캐너
300
3
900
잉크젯, 레이져
복사기
2,000
1
2,000
집기비품
300
10
3,000
책상, 캐비닛, 응접셋
차량운반구
12,000
1
12,000
업무용 경차
소 계
49,400
운
전
자
금
인건비
1,500
9
13,500
임차료
1,000
3
3,000
소모품비
1,000
3
3,000
복리후생비
1,000
3
3,000
식대 및 보험료
홍보영업비
2,000
3
6,000
기 타
1,000
3
3,000
소 계
31,500
연 운전자금 126,000
시설자금 + 3개월분 운전자금
80,900
5.2 판매계획
(단위: 천원)
구 분
항 목
금 액
합 계
비 고
1/4분기
회원수익
2,000
2,300
쇼핑몰
300
광고수입
0
2/4분기
회원수익
4,000
5,200
쇼핑몰
1,000
광고수입
200
3/4분기
회원수익
18,000
25,300
쇼핑몰
7,000
광고수입
300
4/4분기
회원수익
35,000
48,500
쇼핑몰
12,000
광고수입
1,500
합 계
81,300
5.3 손익계산
(단위 : 천원)
항 목
1차년도
2차년도
3차년도
매 출 액
81,300
120,000
매출원가
60,000
98,000
매출 총이익
11,300
32,000
판관비.관리비
4,000
12,000
영업이익
7,300
20,000
영업외수익
-
-
영업외비용
300
500
경상이익
7,000
19,500
특별이익
-
-
특별손실
-
-
법인세차감전순이익
7,000
18,500
법 인 세
500
1,300
당기순이익
6,500
17,200
약점 : 가장 큰 위협은 전문 인력의 부족이다. 비록 창업주가 지식을 가지고 있지만 혼자서 하기는 힘들어 이 분야에 대한 전문 인력이 더 필요하다 애완동물의 특성상 생명을 다루는 일이므로 이에 대한 전문적 지식을 가진 사람들이 더 필요하다. 또한 동물병원 제휴에 어려움이 있을 것으로 예상한다. 동물병원이 동네마다 하나만 있는 것이 아니며 제휴 계약을 맺은 동물병원에도 이점을 주려면 구역당 제휴업체에 제한이 생기므로 이는 약점이 된다.
기회 : 앞서 살펴본 것처럼 애완동물에 대한 관심 증가와 애완동물 관련시장의 전망이 좋다는 점은 큰 기회요인이 된다.
위협 : 경기불황이 큰 위협요소다. 최근 계속되는 경기불황으로 인해 소비자들이 지갑을 잘 열지 않는다. 비록 현재 시장의 전망도 높고 사람들이 자신들의 애완동물에게 투자할 용의가 크다고 하지만 경기불황이 계속될 경우 큰 문제로 다가오므로 확실하게 차별화된 서비스의 질을 추구해 계속적인 소비를 유도해야 될 것이다. 또한 진입장벽이 낮다. 인터넷 홈페이지를 통해 초기 사업이 시작되는데 이 경우 경쟁자가 모방해서 빠르게 진입할 수 있다. 모방해서 빠르게 진입하는 경쟁자의 경우 준비가 부족하거나 잘못된 모방으로 인해 서비스의 질에서 차이가 날 것이므로 이에 유의해서 사업을 진행해야 할 것이다.
4.2 STP전략
가. Segmentation
사람들은 다양한 동물을 애완동물로써 키우고 같이 지내고 있다. 따라서 애완동물시장은 애완동물 종류로 시장을 세분화 할 수 있다.
나. Target
우리는 개와 고양이를 애완동물로서 키우는 사람들을 대상으로 한다. 기본적으로 애완동물용품판매의 경우 필수재의 성격에 가까우므로 애견인, 애묘인들을 대상으로 하지만 멤버십 서비스와 맞춤형 서비스의 경우 필수재의 성격보다는 사치재의 성격에 가까우므로 일정 수준의 소득을 가진 사람들이 주 대상이다.
다. Positioning
타게팅과 마찬가지로 애완용품판매의 경우 모든 애견인, 애묘인을 대상으로 하므로 저가부터 시작해 고가의 상품까지 취급하며 그 외의 서비스는 철저한 고품격 프리미엄의 서비스 제공을 추구한다.
4.3 4P전략
가. Price, Product
사료의 경우 가장 고급인 오가닉은 평균 가격이 kg당 10000원 수준이며 홀리스틱은 약 7800원 슈퍼프리미엄은 약 5200원 프리미엄은 약 2500원 이며 마지막으로 일반사료의 경우는 약 2200원 이다. 다른 용품의 경우 동물용 옷의 경우 개당 평균 40000원이며 그 외 장난감의 경우 20000원이다. 용품외 병원 제휴서비스의 경우 제품을 구입하지 않은 사람의 경우 1달에 약 3만원 정도 이며 제품을 구입해 할인 혜택을 받으면 약 2만원이다. 맞춤형 서비스의 경우 가장 기본이 1달에 10만원이며 여기에 옵션을 추가하면 추가 비용이 들어간다.
나. Place
본사는 서울에 있으며 용품의 경우 공급을 도매시장에서 받거나 사료의 경우 사료업체에서 받는다. 주문한 물품의 경우 택배로 보내진다. 오후 2시 전에 주문하면 당일 발송이 이루어지고 2시를 넘어가면 다음날 발송이 이루어진다. 병원 제휴서비스와 맞춤형 서비스의 경우 먼저 서울에서 이루어지며 다음으로는 서울 경기로 확대하고 그 이후 부산으로 영역을 넓힌다.
다. Promotion
사업 초기 회원을 유치하기 위해 회원가입시 쿠폰을 줘서 일정금액이상 구매시 할인혜택을 주며 그때 구매액에는 마일리지를 두배로 적립해준다. 또한 일정등급이상의 고객의 경우 사은품을 제공하고 고급 서비스를 이용하는 고객에게는 더 많은 혜택을 제공함으로 재구매를 유도한다.
제휴병원의 경우 구역별 가맹점을 제한해 독과점의 지위를 형성해 줘서 확실한 이점을 제공한다.
5. 재무계획
5.1 소요자금
(단위: 천원)
구 분
단 가
수량
금 액
비 고
시
설
자
금
사업장 임차보증금
20,000
1
20,000
100㎡
웹사이트(쇼핑몰) 구축비
5,000
1
5,000
외주제작
제품 포장 제작
2,000
1
2,000
외주제작
사무용 컴퓨터
1,500
3
4,500
P-IV
프린터 및 스캐너
300
3
900
잉크젯, 레이져
복사기
2,000
1
2,000
집기비품
300
10
3,000
책상, 캐비닛, 응접셋
차량운반구
12,000
1
12,000
업무용 경차
소 계
49,400
운
전
자
금
인건비
1,500
9
13,500
임차료
1,000
3
3,000
소모품비
1,000
3
3,000
복리후생비
1,000
3
3,000
식대 및 보험료
홍보영업비
2,000
3
6,000
기 타
1,000
3
3,000
소 계
31,500
연 운전자금 126,000
시설자금 + 3개월분 운전자금
80,900
5.2 판매계획
(단위: 천원)
구 분
항 목
금 액
합 계
비 고
1/4분기
회원수익
2,000
2,300
쇼핑몰
300
광고수입
0
2/4분기
회원수익
4,000
5,200
쇼핑몰
1,000
광고수입
200
3/4분기
회원수익
18,000
25,300
쇼핑몰
7,000
광고수입
300
4/4분기
회원수익
35,000
48,500
쇼핑몰
12,000
광고수입
1,500
합 계
81,300
5.3 손익계산
(단위 : 천원)
항 목
1차년도
2차년도
3차년도
매 출 액
81,300
120,000
매출원가
60,000
98,000
매출 총이익
11,300
32,000
판관비.관리비
4,000
12,000
영업이익
7,300
20,000
영업외수익
-
-
영업외비용
300
500
경상이익
7,000
19,500
특별이익
-
-
특별손실
-
-
법인세차감전순이익
7,000
18,500
법 인 세
500
1,300
당기순이익
6,500
17,200
추천자료
- 가격1,500원
- 페이지수12페이지
- 등록일2019.03.02
- 저작시기2019.3
- 파일형식한글(hwp)
- 자료번호#1085013
본 자료는 최근 2주간 다운받은 회원이 없습니다.
소개글