3-month loss of business 200,001 plans to attract millions of VCs

In the workshop, Lin Mau right and Zhang Zhenyangzheng are making fresh juices for customers. Linmao, a 25-Year-old student who graduated from the Hong Kong Polytechnic University last year, can find a decent and stable job in Hong Kong, but he has not reconciled himself to a nine-to-five life and decided to return to Chongqing to start a business. Zhang Zheyang, a 25-year-old graduate of the Department of Mathematics at the prestigious Allegheny College in the United States, has previously received a 12000 yuan salary in a consulting firm in Shanghai, but he is as keen as Linmao to start a business. Tired of giving people a job, to open their own shop is a lot of office workers dream, but how to choose the project, high cost, market prospects, input-output ratio is not high, how to site selection, how to promote these details have been carefully considered? Two young people in Chongqing, 85, try to start their own juice shop by analyzing Starbucks ' experience. But the store opened only three months, two technology flows have experienced the gap between the dream and reality, the store almost closed. However, at the time of the impending failure, because of detailed analysis, planning and comprehensive planning, they won the VC company's million-dollar investment. Yesterday, the reporter contacted Zhang Zheyang and Lin Mao two small bosses, now, they do not think they have failed, take their own words, from the election project to market research, they go is all technical flow, have detailed analysis and planning. What is the cause of the loss? Let's look at their own analysis of entrepreneurship first. Selected item Market Analysis: There is a vacancy in the market of squeezed juice. Actual action: Self-made juicer failed, choose Import Machine. Self-judgment: correct Zhang Zheyang said that he has been abroad for many years, found that the United States of cheap meat and vegetables, the university canteen is less meat, many Chinese students do not adapt, so that the online ordering of fruit and vegetable juice to supplement the vitamin C and cellulose, the demand is very large. Is there a market for this juice in China? Zhang Zheyang A survey of domestic sales of similar fruit juices in Shanghai, where similar fruit juices have appeared, but few in Chongqing have been involved in retail outlets for freshly squeezed juices, and some retail outlets selling juice signs are not really pure fruit juices. Last June, Linmao and Zhang Zheyang the direction of entrepreneurship: selling freshly squeezed fruit and vegetable juices. The first question is how to make juice. After their investigation found that the market on the domestic juicer juice rate is only 50%-60%, foreign brands can only reach about 80%. They have set a principle: must be done according to foreign standards, do not add a drop of water, so the juice rate directly affects the cost of products. Ideal is the fullness of the reality is bone. They want to create a higher juice rate of the juicer, but after some toss and find, they produced a juice rate of 90% of the juicer can only rely entirely on manual operation, too laborious. If you want to change the electric version, will spend the half of venture capital. The experiment ended in failure, and they finally picked out an imported juicer with a juice rate of about 80%. Selected customer Market Analysis: That is squeezed juice and Starbucks, green tea for the same consumption grade. Actual action: Take the Starbucks store in Chongqing as the blueprint for analysis. Self-judgment: Right has the fruitJuice products, sold to whom? We think that juice should be the same consumption grade as Starbucks and green tea. "Zhang Zheyang said. They analyzed the Starbucks stores in Chongqing as a blueprint. In addition, Chongqing has more than 20 Starbucks stores, while in neighboring Chengdu, there are more than 40. Zhang Zheyang said he looked at the results of Starbucks ' last year on the Internet and expects Starbucks to expand its stores by one-fold by 2016. Combining the number of stores in Chongqing and the firm's determination to expand its earnings, he judged that it was willing to spend 30-50 yuan on drinks in Chongqing, where the number of people consumed in relatively elegant surroundings was large. Selected address Market Analysis: The store opened in the vicinity of Starbucks, from the Starbucks customer crowd. Self-Analysis: The theory is correct, the operation is wrong. Actual action: Give up Yang Jia Ping a façade, choose 洪崖洞 3 floor open shop. Subsequently, Zhang, Lin two people as a salesman, with fresh juice every day, haunt Starbucks, green tea and other stores. In Starbucks and green tea, about 20% of the customers will choose non-coffee or tea drinks, they select such customers, free to let them taste their own production of fruit juice. Most of the customers interviewed indicated that they could choose the juice we provided. "Such feedback suggests that it is entirely possible for them to have a slice of the customer population of Starbucks," Zhang Zheyang said. So they finally set the store-setting criteria-walking along the giant's trail and opening the store near Starbucks. Starbucks location must be the local people flow, the structure of the population of a detailed analysis, we thought, as long as we do it. "Zhang Zheyang said, but we are too tender, planning a small mistake, resulting in a big gap in reality." Zhang Zheyang said, the store position finally set in 洪崖洞 3 floor a façade, upstairs two floors have Starbucks and green tea stores. At the beginning of the shop, two people calculate a sum of account. Store rent 9700 yuan per month, please a staff monthly salary of about 2000 yuan, plus water and electricity, the cost of shine per month in 12000 yuan, and the gross margin of fruit juice in 50% up and down. So every day they need to sell about 400 yuan of juice, converted down almost 33 cups. That is, as long as you can sell 33 cups of juice a day, you can preserve capital. And in the expectation of two people, open shop 2 months time, is expected to sell 100 cups of fruit juice every day. But soon after the store, Zhang Zheyang and Linmao found their mistakes. During the investigation, we asked one less question: "Would you like to take two more floors and walk 100 more meters to drink our juice?" "Zhang Zheyang that they made a mistake in the siting problem. The first thing to do is to open the store near the Starbucks, but do not know Starbucks customers, there is no interest to go a little more distance to taste their juice. In addition, the site was in July or August last year, they have inspected the Yang Jia Ping of a façade, two front rent difference is not big, but because of the hot weather, Yang Jia ping façade outsiders flow is not large, so they chose here. And then they found that, after the cold weather, there was a sharp increase in the flow of people. The cost of the blunder was bitter from last December 25In the last 3 months since the opening of their stores, their juice sales have fallen far short of the expected amount, with 200,000 of the principal left before the store. Why do VCs invest? Details of the prospectus I believe we have a chance. "It is imperative for two young people to save their business. Zhang Zheyang said that after looking for an acquaintance to invest in the invalid, they consider looking for VCs. Since at the beginning of the venture, the two had a detailed plan, so they quickly sorted out a proposal for tens of thousands of words. Last month, they e-mailed the proposal to more than 10 VC companies. Most VCs only gave them a polite response, and a handful of companies interviewed some basic information on the phone and there was no news. Just then, a foreign venture had an interest in them. Early this month, the other party responsible for two times to the store and they had a long talk. Not exactly what I expected, and it went surprisingly well. Zhang Zheyang said the two men had been preparing for a long time before the VCs came. However, the other side seems to be less interested in their current sales status and size, with the focus on their future plans. Only 3 days after the last conversation, we got the upfront investment of 500,000 yuan. "They didn't expect it to be so smooth," Zhang Zheyang said. What we fancy is the entrepreneur itself. "A few days ago, the reporter contacted the VC company responsible for Xu." Miss Xu introduced, the company's investment, first of two young people sent to the detailed business plan, which for the industry survey, Starbucks Financial Report analysis, the development process of the comparison is very detailed. At the same time, they have a very clear plan for the size of their own development and what kind of time they are going to do. At the same time, Miss Xu mentioned that they understand that two people in order to start a business, once the street to send leaflets, do market research, send juice, this is the company to determine the two reliable reasons for one. 500,000 yuan to get the money, Linmao and Zhang Zheyang heart of the big Stone landed. The main purpose of the plan is to promote the combination of retail and subscriber, network and physical stores. Zhang Zheyang says subscribers are now covered by the Tahrir Circle. For the future, the two are full of confidence.