Business Plan On The Project Of YR Leisure Agriculture Garden

With the rapid development of China's economy and society, people's demand of tourism has been up to a higher level, and leisure tourism has become the development mainstream of tourism industry in China. As an important component of leisure tourism, leisure agriculture has developed more rapidly. This dissertation is a business plan on the project of YR Leisure Agriculture Garden in Qingyuan. This business plan uses the Strategy Management theory, Marketing Management theory and Financial Management theory etc. to analyze and overall plan the project. This is not only a development blueprint for the project which could enhance our confidence for starting a business, but also a plan which could be introduced to the Venture Capitalists in order to help the project raise funds.Firstly, the project background, strategy planning, garden design, operation management, product and profit model are described. Then we make use of the PEST Model and the Five-force Competition Model to analyze the macro environment and the industry competition environment, and make use of the SWOT Model to analyze the internal strengths, internal weaknesses, external opportunities and external threats. From the above analysis, we know that the project is facing very favorable external environment and internal strengths exceed internal weaknesses. On the above basis, we make use of the STP Marketing Model to select the project's target markets, and the project's products, brand, functions and image are positioned. After that, we analyze the market demand, and rationally set market goals. Then we make use of 4P and 7P Model to develop marketing mix strategies for the project in order to promote the brand and increase market share. On the marketing plan basis, we divide the garden into nine zones. Then construction plans for the project are given. We also introduce the organizational structure and management team of the project, and then formulate the staffing plan and the salary expenditure plan.Base on the above analysis, we describe the investment and financing plan, exit methods of the Capital, estimation of revenue, estimation of expenditure, estimation of incremental cash flow and project benefit evaluation. This project's initial investment is 10 million Yuan, of which 4.5 million Yuan needs to be raise from the Venture Capitalists. The Cost of Capitals of the project is 12.0822%. The Net Present Value (NPV) in previous seven years is 12.9773 million Yuan which is much larger than zero. The Modified Internal Rate of Return (MIRR) in previous seven years is 26.23% which is greater than the Cost of Capitals of the project. The Continuing Value in the end of 2017 is 64.5272 million Yuan. The Dynamic Payback Period is 3.79 years which is lower than 5 years that the investors expect. It can be concluded that the project's benefit is very significant. Finally, the risk analysis shows that the risk of the project is low.