[複合式重型機車機殼客製工作坊]商業計畫

Abstract

複合式重型機車機殼客製工作坊商業計畫目標是整合過往線上重機車殼客製工作坊創業經驗，搭配簡餐、飲料等產品於台中重型機車常跑路線附近設立實體的複合式咖啡廳吸引熱愛重型機車、跑車客群。 實體的複合式咖啡廳名稱暫定為JB’s café，前身是線上JB’s重機車殼客製工作坊。2013年，重機車殼客製工作坊正式上線，成立之初是因為負責人本身對重機車有興趣，但因為台灣市場可提供得車殼客製服務有限且價格高昂，決定自己設計機殼並連繫大陸廠商，最終成功訂製了多套專屬車殼。與廠商交涉過程中發現和台灣市場既有的車殼客製服務相比選擇更多、調整彈性更大且費用有十分大的落差(利基點)故決定設立個人工作室從小訂單開始接洽並逐步累積品牌名聲。 JB’s重機車殼客製工作坊的主要客群為經費有限但又希望能夠將個人創意實現在於購買的重型機車上，展現個人特色的客戶。自2013年起透過口耳相傳在網路上持續累積客戶，並開始經營Facebook粉絲圖。由台灣市場基礎客群有限，工作室成立一年後就與知名車行合作成為其代理商，進一步打開市場能見度，並成功爭取線下客源(實體店面)。然而因為與車行的合約酬庸限制，實際營收並沒有顯著增加且因業務量暴增，沒有足夠的人手來應付日漸增加的業務需求，JB’s重機車殼客製工作坊於2018年6月份暫停營業。 此次JB’s café的商業計畫就是以JB’s重機車殼客製為核心業務，擴大延伸營業項目。我們仍舊提供專屬機殼客製服務。不同的地方在於除了線上討論外，我們也歡迎客戶也來到實體店面，感受以重機為主題咖啡廳。在舒適的場地下和設計師討論，討論過程中也可以享用簡單的輕食，順道檢查是否有缺那些周邊配備，及時採買。JB’s café 不僅歡迎車友，更歡迎對重機有興趣的朋友及一般遊客在此聚會，享受靜謐時光。 JB’s café將根據營收狀況及市場接受度逐步導入獲利項目並調整運營計畫。此業務經不斷獲利，回收期為2.84年。從財務計劃我們可以估計此商業提案的可能獲利和潛在商機。

The business plan for the café is to leverage our previous experience while running a start-up company called JB’s workshop in the past(closed now). In addition to taking the online customization order for the heavy motorcycle, the café also serves light meals and soft drink. The location of the café is in Taichung, easy to find as it’s near the popular route for the rider. The target customer includes 1) heavy motorcycle owner 2) friends of the motorcycle owner and 3) people who are interested in a heavy motorcycle. The name of the café will be JB’s café. The foundation of JB’s café is JB workshop. The workshop was founded back in 2013. The owner of the workshop was a designer who loves heavy motorcycle but had a hard time finding the item to decorate his motorcycle. So he decided to design a unique cover for himself and placed an order to a factory in China, and received a good quality product successfully. Soon, the owner decided to establish a workshop and offered body cover customization service to help people who have similar needs. The core competence of the worship was the flexible customization ability and the competitive price. Started from 2013, the workshop grew rapidly and created a fan page on Facebook to do online marketing. To extend the customer group from online to offline, the workshop decided to collaborate with a well-known motorcycle retailer. The order amount increased significantly quickly, but the revenue didn’t go up as the profit was shared with the retailer. Also, there’s not enough manpower to fulfill all incoming orders. Therefore, in June 2018, we decided to close the workshop. The core business of JB’s café is still the customization service but we add some new elements into the business. This is going be a theme café which focuses on a heavy motorcycle. When entering the store, customer can enjoy a cup of coffee, walk around in the store to see the previous work result, exchange idea with other riders then decide if to place an order. The business model of JB’s café is to focus on customization service and will have continually gaining income, with a payback period of 2.84 years. From the financial plan, we could estimate the profit made in running the café and possibility of future business opportunities.