Onderwijsinstelling Studieloopbaanbegeleider
De Haagse Hogeschool drs. S. de Vink
Johanna Westerdijkplein 75
2521 EN DEN HAAG Projectbegeleider
(070) 445 8888 dhr. N. Hanning
Wij zijn 3 ORM-studenten die studeren aan de Haagse Hogeschool en de mogelijkheid krijgen om
een succesvol en uniek horeca concept te ontwikkelen. Dit is de 2 e periode waarin we aan de slag
kunnen gaan met het ontwikkelen van ons concept. Dit onderzoek is tot stand gekomen door het
project: Retail. Dit project is opgericht door de Haagse Hogeschool onder toezicht van J.M. van
Langelaar. Zij is de coördinator van het project en krijgt daarbij hulp van verschillende docenten die
de studenten begeleiden.
Wij werden begeleid door N. Hanning. Ook deze periode heeft hij ons prima ondersteund. Er waren
wat minder werkcolleges dan vorige periode, maar als we vragen hadden konden we altijd bij hem
terecht. Wij willen daarom uiteraard N. Hanning bedanken en natuurlijk de Haagse Hogeschool en
J.M van Langelaar voor het mogelijk maken van dit project.
2
,Tussen ons 3 verliep de samenwerking wederom soepel. Er was geen gedoe en de deelopdrachten
werden gemakkelijk verdeeld. We hielpen elkaar waar nodig was en konden op elkaar rekenen. Tot
slot, weer een erg fijne samenwerking.
3
, Inhoudsopgave
Voorwoord............................................................................................................................................. 2
Inhoudsopgave...................................................................................................................................... 4
Inleiding................................................................................................................................................. 6
H1 De klant............................................................................................................................................ 7
1.1 Persona’s..................................................................................................................................... 7
1.2 Customer Journey........................................................................................................................ 9
H2 Store Design................................................................................................................................... 12
2.1 Retail Styling.............................................................................................................................. 12
2.1.1 Vlekkenplan........................................................................................................................ 12
2.1.2 Materiaalkeuze.................................................................................................................... 13
2.1.3 Lay-Out............................................................................................................................... 14
2.1.4 Prikkel de zintuigen............................................................................................................. 15
2.2 Retail Merchandise.................................................................................................................... 16
2.2.1 Presentatie.......................................................................................................................... 16
2.2.2 Assortiment......................................................................................................................... 16
2.3 Retail Technologie..................................................................................................................... 18
2.3.1 Online.................................................................................................................................. 18
2.3.2 App...................................................................................................................................... 18
2.3.3 Bezorgen............................................................................................................................. 19
H3 BMC definitief................................................................................................................................. 19
3.1 BMC concurrenten..................................................................................................................... 20
3.1.1 Concurrent 1: Bagels & Beans............................................................................................20
3.1.2 Concurrent 2: Happy tosti................................................................................................... 22
3.1 Verificatie BMC.......................................................................................................................... 23
3.2.1 Onderzoek naar de doelgroep............................................................................................. 24
3.2.2 Vernieuwde BMC................................................................................................................ 24
H4. Financiële haalbaarheid................................................................................................................ 28
4.1 De financiële haalbaarheid......................................................................................................... 28
4.2 Het financieringsplan................................................................................................................. 28
4.3 De beginbalans.......................................................................................................................... 29
4.4 Resultatenrekening.................................................................................................................... 29
4.5 De Liquiditeitsbegroting.............................................................................................................. 29
4.6 De resultatenrekening met een update......................................................................................30
4.7 De liquiditeitsbegroting met een update.....................................................................................31
4.8 Bepaling diverse kengetallen..................................................................................................... 31
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