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Guo, Xin (2009) The business plan of Cry Bar. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Cry Bar is a Beijing-based start-up company comprising a relaxed lounge dedicated to providing comfortable and private spaces in which young people can pour out their feelings to well-trained consultants and get a good cry. It intends to gain an advantage of being the first company to target a completely new sector in China, i.e. young citizens who find themselves under pressure. It aims to become a leading provider of emotional support to local white-collar workers and college students. Market research already conducted has suggested a ready market for such a venture.

Guo Xin, who has a good knowledge of starting a new venture, will be the sole manager of Cry Bar. The company is scheduled to begin operations on October 1st 2009 and will recruit 4 employees, including one caterer, two servers and a part-time accountant. Training will be given to the two servers to deliver a professional and personalised customer service in response to the needs of such a highly pressured group.

Cry Bar’s initial marketing strategy is to send out attractive leaflets to office workers and students around Zhongguan Village. The largest free-access social networking website (xiaonei.com) will be used as a communication platform to give Cry Bar a high exposure rate. Moreover, cc98.com, which is the most famous BBS (on-line forum) has a large number of Beijing bar fans, will also be utilised to implement online marketing.

Psychological clinics and other bars in Beijing will be direct competitors to Cry Bar, especially the existing “venting bar”, which provides a series of venting facilities including punch bags, pillows and a screaming room, although the venting bar has problems in terms of its operation and pricing policy, and efforts have been made to enable Cry Bar overcoming such operational drawbacks.

The initial start-up expense for Cry Bar will be 50,000 RMB and Guo Xin will raise these funds through borrowing from family and relatives.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	06 Jul 2010 10:38
Last Modified:	31 Dec 2017 09:39
URI:	https://eprints.nottingham.ac.uk/id/eprint/22730

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