台北提拉米蘇蛋糕坊之商業計劃書

Abstract

本研究旨在擬定一套具體可行之商業計劃，針對於台北地區創立一家專營提拉米蘇甜點之品牌「misu misu」。該品牌以「專一即專業」為核心理念，藉由聚焦單一產品項目，開發融合經典與創新風味之提拉米蘇產品，以回應當代消費者對高品質、情感連結與美學價值兼備之甜點需求。 研究首先分析台灣甜點市場發展趨勢與消費行為變化，指出當前消費者對「高質感」、「可視性強（Instagrammable）」與「宅配便利性」之重視日益提升。本計劃鎖定年齡介於25至35歲之都會女性為主要目標客群，並設計以小量生產、快閃活動、試營運通路及社群媒體行銷為核心之市場驗證機制。 本研究同時評估品牌於創業初期以低資本、低風險模式推動之可行性，並透過實證數據與市場案例分析，論證其差異化定位與中長期品牌擴展潛力。透過精緻包裝設計、品牌敘事策略與顧客互動參與，misu misu 期望在競爭激烈之甜點產業中建立獨特品牌識別與高度顧客忠誠度，進而邁向永續經營之目標。

This study presents a comprehensive business plan for establishing a boutique tiramisu cake shop in Taipei under the brand name misu misu. Centered around the belief that focus brings expertise, the brand aims to differentiate itself by offering only tiramisu—both classic and innovative variations—crafted to meet modern consumer demands for quality, emotional resonance, and visual appeal. The paper begins by analyzing current trends in Taiwan’s dessert industry, highlighting the increasing demand for high-quality, photogenic, and conveniently delivered desserts. Targeting urban women aged 25–35, the business leverages strategies such as small-batch production, pop-up events, and digital marketing to validate the brand and engage directly with consumers. This research also explores the feasibility of a low-risk, low-cost startup approach, supported by market data and case comparisons. Through thoughtful packaging, brand storytelling, and consumer participation, misu misu seeks to build early loyalty and a distinctive market presence. The ultimate goal is to create a dessert brand that not only satisfies taste but also delivers emotional value, setting the stage for long-term growth in Taiwan’s competitive specialty dessert scene.