Haiyun XJTLU unmanned ship business plan
I. Executive Summary
This project organically combines unmanned ship technology with diversified commercial applications, and is committed to building an innovative water service platform integrating coffee sales, cultural and creative display sales, conference space rental and water entertainment, mainly for teachers and students of Xi'an Jiaotong-Liverpool University (XJTLU) and the surrounding people.
2. Project Overview
Project mission: to use advanced unmanned ship technology, integrate diversified services, enrich the campus and surrounding life scenes, improve user experience, and promote the innovation and development of water commercial services.
Project vision: To become a leading unmanned ship integrated service operator in China, leading the trend of intelligent and characteristic water commercial services, and creating unique value for users.
3. Market analysis
(1) The status quo of the industry
Unmanned ship technology is developing rapidly around the world, and is widely used in marine scientific research, environmental monitoring, logistics and transportation, etc., and the maturity and stability of the technology continue to improve, laying a solid foundation for expanding commercial applications.
The domestic ready-to-drink coffee market is booming, with a compound growth rate of 19.3% from 2017 to 2021, and the market size has reached 9.64 billion yuan in 2023, and is expected to exceed 20.4 billion yuan by 2026.
In 2023, the market size of China's cultural and creative products reached US$16.38 billion, a year-on-year increase of 13.09%, accounting for 11.56% of the global market share and maintaining stable growth.
(2) Target market
Teachers and students of Xi'an Jiaotong-Liverpool University: The school has a stable consumer group, a high acceptance of new things, a strong demand for coffee, cultural and creative and special activity spaces, and the pursuit of convenient and personalized service experience, which is the core user in the initial stage of the project.
Surrounding enterprises and community residents: With the increase in the popularity of the project, the business activities of surrounding enterprises and the leisure and entertainment needs of community residents will become an important market supplement, further expanding the user group and market boundaries.
(3) Market competition
Direct competitors: traditional coffee shops, cultural and creative shops in the vicinity and some businesses that provide conference venue rental services. Traditional merchants have certain advantages in terms of brand awareness and customer stickiness, but this project can provide differentiated experience with the unique scene and intelligent service of unmanned ships, meet consumers' pursuit of novel and efficient services, and form a competitive advantage.
Indirect competitors: online coffee retail platforms, cultural and creative e-commerce, etc. Although the online channels are convenient, the combination of offline entities and characteristic scenarios of this project can give consumers instant experience and social interaction opportunities, and be more competitive in specific scenarios.
4. Products and Services
(1) Unmanned coffee
Create a comfortable and comfortable water coffee shop and convenient sales point on an unmanned ship, choose a small coffee machine, which has high production quality, simple operation process, supports a variety of modern payment methods, adapts to multiple application scenarios, and has complete technical support and strong after-sales support. The coffee products range from classic basics to creative specialty blends, as well as decaf beverages to meet different consumer taste preferences.
With the help of Internet of Things technology, the interconnection of coffee machines and equipment is realized, the equipment status and sales data are accurately monitored, the operation management is optimized, the operating costs are effectively reduced, the coffee supply is stable and efficient, and the unique water coffee time is brought to consumers.
(2) Cultural and creative products
The unmanned ship is used as a flexible platform for the display and sales of cultural and creative products, especially during important events such as school anniversaries and campus cultural festivals, providing convenient shopping channels for alumni, teachers, students and visitors. Carefully selected characteristic cultural and creative products that carry XJTLU's cultural elements, such as XJTLU bear dolls, exquisite 3D printed pendants, practical canvas bags, beautifully designed stationery, fashionable clothing accessories, special porcelain and wood carving crafts, etc., are rich and diverse.
Through the mobility of unmanned ships, the exposure and accessibility of cultural and creative products can be improved, consumers' willingness to buy will be enhanced, and campus cultural communication and product sales growth will be promoted.
(3) Meeting space
The development of unmanned boats equipped with advanced conference facilities to create a private, quiet and unique water meeting environment to meet the diverse needs of business negotiations, academic seminars, club activities and private gatherings. The intelligent management system is introduced to support convenient online booking and accurate automatic scheduling of unmanned ships, improving operational efficiency and user experience.
The space on board is reasonably planned, and there is an indoor audio-visual entertainment conference center on the first floor, which integrates the functions of cultural and creative display and coffee supply; On the second floor, an exclusive area for outdoor leisure meetings and business parties is created to provide users with a variety of choices and help conference activities to be carried out efficiently and interact.
5. Business model
Source of income
Ship leasing services: provide per-time or on-time leasing services for business meetings, club activities, group discussions, etc., and formulate differentiated price systems according to the scale, duration and facility needs of the meeting, such as a single rental for medium and large conferences starting from 199 yuan, a charter fee for large-scale business activities is 599 yuan per time, and the group discussion room is charged by the hour to ensure the steady growth of leasing business income.
Product sales: Coffee drinks, XJTLU cultural and creative products and co-branded peripherals, coffee is priced according to cup type and category, and cultural and creative products are priced according to cost, process and market acceptance, so as to obtain profits from product sales and enrich revenue channels.
Cost structure
Equipment procurement and maintenance costs: covering the procurement costs of unmanned ship hulls, coffee machines, entertainment facilities, intelligent equipment, etc., as well as regular maintenance and upgrading expenses, to ensure the stable operation and performance optimization of equipment.
Material procurement cost: including coffee raw materials, disposable products, cultural and creative products inventory procurement and tables, chairs, decoration and other material costs, strictly control the quality and cost of procurement, and ensure service and product quality.
Labor costs: Pay team members' salaries, lifeguard subsidies and possible part-time staff expenses, and reasonably allocate human resources according to job needs and market conditions to improve team efficiency.
Marketing and operating costs: Invest in brand promotion, advertising, platform operation, event planning and execution and other expenses to enhance project visibility and market influence, and attract user consumption.
6. Marketing strategy
Online promotion: With the help of social media platforms (WeChat official account, Xiaohongshu, Douyin, Weibo, etc.), exquisite graphics, texts and video content are released to show the unique charm of unmanned ships, product and service details and user experience scenarios; Use search engine optimization (SEO) technology to improve the search ranking of the project's official website and enhance online exposure; Carry out online interactive activities and preferential promotions to attract users' attention and participation, accumulate fan groups, and convert them into actual consumers.
Offline promotion: Hold product experience activities, cultural lectures, and community cooperation promotion on the XJTLU campus; distribute leaflets and put up posters in surrounding communities and businesses; Participate in campus job fairs, cultural exhibitions and other activities, set up exhibition areas and experience points, enhance the visibility and reputation of the project, and expand the user group.
Customer relationship management: establish a membership system to provide members with exclusive rights and interests such as points, discounts, and priority bookings; Collect user feedback and optimize products and services in a timely manner; Regularly hold exclusive activities for members to enhance user stickiness and loyalty, and promote user word-of-mouth communication and repeat consumption.
7. Operation and management
(1) Operational process
Daily operation: Prepare equipment and materials in advance according to the reservation needs to ensure the normal operation of the unmanned ship during the operation period (9am - 18pm); Real-time monitoring of equipment status, sales data and user feedback during operation; After the end of operation, equipment cleaning, maintenance and material inventory replenishment will be carried out to ensure smooth operation the next day.
Service optimization: Regularly evaluate coffee quality, cultural and creative product updates, conference service processes and entertainment facility experience, optimize product and service portfolios and improve service quality according to the evaluation results, so as to meet the dynamic needs of users.
(2) Management team
The core team members cover professional backgrounds in economics and finance, microelectronics, business administration, etc., with rich experience in internship practice, campus activity organization and project management, and are responsible for key functions such as project strategic planning, financial management, technology research and development, operation management and marketing.
The external consultants invite senior investment experts and industry mentors to provide financing guidance, industrial resource docking, strategic decision-making consulting and risk management support to help the project develop steadily.
(3) Personnel recruitment and training
According to the business development plan, recruit administrative, R&D, operational, life-saving and other professionals in a timely manner to build a high-quality team. Provide systematic induction training for new employees, covering corporate culture, job responsibilities, operational skills, safety specifications, etc.; Regularly organize in-service employees to participate in professional skill improvement training and industry exchange activities, update the knowledge and skill system, and improve the overall quality and business ability of the team.
8. Financial planning
(1) Initial investment budget
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(2) Financial forecasts for the next three years
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(3) Profit analysis
It is estimated that 2024 will be the period of market expansion and brand cultivation, with a loss of 60,500 yuan; In 2025, with the improvement of market recognition and the expansion of business scale, it will achieve a net profit of RMB 817,500 and a gross profit margin of approximately 53.4%; In 2026, it will continue to grow, with a net profit of 1,500,000 yuan and a gross profit margin of about 57.1%, with a gradual increase in project profitability and considerable return on investment, with good economic benefits and development potential.
9. Risk assessment and response
(1) Technical risks
Risks: Technical failures of unmanned ships may lead to navigation safety hazards, service interruption, and affect user experience and operation. Technology iteration is rapid, and if it cannot be followed up and upgraded in time, products and services are easy to lag behind the market.
Countermeasures: Establish a professional technical team to strengthen the daily inspection, maintenance and fault warning of equipment; Cooperate with scientific research institutions and technology enterprises, pay attention to the cutting-edge trends of the industry, invest in research and development resources, and ensure the advancement and stability of technology.
(2) Market risk
Risks: changes in market demand, similar services or preferential activities launched by competitors may lead to user loss and market share decline; Fluctuations in the economic environment and adjustments in policies and regulations may affect consumers' spending power and the development environment of the industry.
Countermeasures: Continuous market research, keen capture of demand changes, and flexible optimization of product and service strategies; Strengthen brand building, improve service quality and user stickiness, and highlight differentiated competitive advantages; Pay close attention to the dynamics of policies and regulations, adjust business strategies in advance, and reduce the impact of policy risks.
(3) Operational risks
Risks: Poor personnel management and operational process gaps can lead to inefficient services and increased costs; Safety management of water sports is crucial, and the slightest negligence can easily lead to safety accidents and damage brand reputation.
Countermeasures: Improve management systems and processes, strengthen employee training and performance appraisal, and improve team execution and operational efficiency; Formulate strict safety regulations and emergency plans, equip professional life-saving equipment and personnel, and carry out safety drills regularly to ensure safe operations.
10. Development planning and exit mechanism
(1) Development planning
Short-term planning (1-2 years): complete the design, decoration and equipment commissioning of the unmanned ship, establish an operation pilot at the XJTLU Taicang Campus, optimize products and services, accumulate user reputation, and enhance brand awareness; Establish cooperative relations with on-campus clubs, student unions and some enterprises to expand user groups and business channels; Achieve break-even and preliminarily verify the feasibility of the business model.
Medium-term plan (3-5 years): According to market feedback, iteratively upgrade the technology and service content of unmanned ships, and expand the service scope to surrounding schools, communities and enterprises; Increase the number of unmanned ships, expand service outlets, and increase market share; Create characteristic brand activities, enhance brand influence and user loyalty, achieve continuous profit growth, and become a well-known unmanned ship service brand in the region.
Long-term planning (5-10 years): replicate successful models across multiple campuses and regions to build a wide range of unmanned vessel service networks; Expand business areas, such as carrying out water logistics and distribution pilots, cooperating with tourist attractions to develop characteristic tourism routes, etc.; Strengthen technology R&D and innovation, lead the development trend of unmanned ship commercial applications, realize the company's large-scale and diversified development, and become an industry leader.
(2) Exit mechanism
Equity transfer: At a certain stage of the company's development, seek strategic investors or industry mergers and acquisitions to transfer equity at a reasonable valuation to realize the withdrawal of investors' funds and the integration and development of the company's resources.
Management buyback: When the company's operating conditions are good and the cash flow is abundant, the management buys back the investors' equity according to the agreement, so that the investors can obtain a return on investment, while maintaining the stability of the company's equity structure and operational autonomy.
Listing: Promote the company's listing in the capital market, investors can exit through secondary market stock trading, so that the company can broaden financing channels, enhance brand value and market influence, and achieve long-term development