Section 2, Seat 3: Lallabell Florist Shop

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Chapter 1
Content Page Chapter 1: Introduction o Background o Project Objective o Time fram study Chapter 2: Industry Profile o Nature of Industry o Situation of Industry o Product & Service Chapter 3: Market Feasibility Study o Market Analysis o Competitor Analysis o Marketing mix strategy o Sale forecast Chapter 4: Technical Feasibility Study o Cost of investment o Investment cost o Depreciation cost o Location and facilities Chapter 5: Production and Operation analysis o Product characteristics o Production process Chapter 6: Administration Cost o Management analysis o Organization chart o Administration expense o Marketing expense Chapter7Financial Analysis o Income statement o Cash flow o Balance sheet Chapter8: Management risk o Management risk o Sale risk Chapter9: Summary 4 5 6
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17-22 23-26 27-28 29-34
35-38 39-41 42-46 47-63 64-69 70-74 75 76 77-81 82-84 85-87 87-88 89-91 92-97 98-104
Summary
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Preface
This Project is a part of 1203302 Project Feasibility Study and Evaluation Course in the second semester of 2012. In this project is studying the feasibility of florist shop business in Pathum Thani, which is include generally of florist shop business, management in business, competition analysis and marketing feasibility, the technical process, the financial feasibility, and risk of flower shop business. This project makes everybody who are interested to get knowledge and information about florist shop business before make decision to investment, including preoperational process and operation process of florist shop business, for the benefit to investment and profit of doing this florist shop business. We expect that our project will provide benefit more and more interested person, moreover, if they are any error in this project or whatever, our ground made an apology at this opportunity.
Group Member Miss Kattareya Miss Chorpaka Miss Nilobon Miss Phonthip Miss Wanwisa Miss Weena Suttawong Trijarunlrd Tachasai Seeya Thapaksorn Jangnam
Miss Sirikwan Phetprasomkoon Miss Siripat Chaichalermmonkol
Chapter 1 Introduction
1.1 Background and Significant of the project
From the past they believe that Queen Sri Julaluck is the first person who creating the fresh flower to apply in the ceremony since Sukhothai period and continuing to the present. According to Chanthana Suvarnmalee(2529) said that Thai ancestor have skillful to creating the garland . The flowers have meaningful; it is the best thing to represent the feeling of the person too. Flowers can use in many festivals such as for congratulation, for wedding ceremony, Loy Kra thong festival, etc. So, florist shop is the business that quiet more interested one. Pathum Thani is one of the central provinces of Thailand. The province is located directly north of Bangkok and is part of the Bangkok metropolis that has a variety of flowers at Pak Klong Talad or flower Market that sells flowers, fruits, and vegetables. It is the primary flower market in Bangkok. The market's focus has shifted from produce to flowers as the Talat Thai market on the outskirts of Bangkok has become a more attractive site for produce wholesaling and close to Bangkok and Thammasat University,Rangsit Centre, so it is suitable for us to run the Lalabell Florist in Pathum Thani. Lalabell Florist located in front of Thammasat University, Rangsit Center in Pathum Thani province. It is the one of the business that can be easy to get highly profitable because flowers are easy to find according to geography and the weather, involve the nature of each flower, especially tulips and lilies, which have received attention from the public. The location is most advantage because it has more demand of flower bouquet but have low supply to satisfy the need of customer. From the research of Phathum Thani official show that the statistics of 3 quarter , year 2009 (July-September)matching the quarter 4 Fiscal year 2010, with a population of Phathum Thani province e-commits 4,043,592 (Ministry of Commerce Thailand, 2011) and the average buy a flower Country Thailand consumption flower range from the normal timing up to 80-90% The rate of rose consumption is higher in Thailand so it has more influence for some business to expand the florist shop in last 2-3 years, and also increased the price of flowers
bouquet. To open the florist shop we needed to set the target market first then find a location that
suitable for target group. We think that the location of our shop will have more advantage than some florist shop in Phatume Thani.
competitive
1.2 Project objective(s)

To study a business of florist shop. To learn the technical and design of flowers. To analyze market a business of florist shop. To analysis risk of florist shop business in Chiang Rai. To study about influence factors to growth of florist shop. To Summary of the feasibility to growth of florist shop.
1.3 Benefit(s) of project

1. To learn about situation of florist shop business in Chiang rai. 2. To learn about the market of florist shop business in Chiang rai. 3. To know the feasibility of florist shop business in Chiang rai. 4. To know the technical about competitive into the market. 5. To analysis behavior of customer of florist shop business. 6. To know the florist is important for special day.
Time frame of study

No. 1. Task November Discuss about what is our business and sent the project title. Search information Study about introduction and environment analysis - Background and significant - Project objectives - Benefit of project - Activities/Time Frame -Nature of Industry - Situation of Industry - Product/Service Send project paper Study about market analysis - Potential Market - Market Share Study about technical analysis - Technical Viability - Sensible Choices Study about financial analysis -Risk -Return Study about risk analysis - Risk from the operations - Other Impacts Study about environment analysis - Environment Damage Summarize the feasibility of Lalabell florist 2012 December 2013 January February
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Chapter 2 Industry Profile

2.1 The nature of industry
Business Opportunities Center notes, Florist business is the one of professional business in the materialism society which it has many people want to appreciated the charm of nature. The flowers are not only use to decorate in the house but there have also been used to indicators the status of society as well. And, nowadays the values of flowers are growing because the flowers became the media use for express feeling both happy and sad. Additional, Flower arrangements is the science one which necessary to have skills and experience because it will be used in a variety of different color flower, gradation and bringing flowers or leaves. This must be related and make a beautiful view because it is a long heritage of art and evolution. In the past, florist shop was considered to be difficult to grow because the flowers are a product is not having the benefit and not necessary for customer. But, nowadays the flower delivery is very popularity in the society because it can represent to congratulation or condolence in the other opportunities. So, it make the business extend and growth rapidly. And, most people always think the business is easy to work without hassle, just have only the knowledge of how to arrange the flowers. But in fact, if entrepreneur want to get the florist shop success, the entrepreneur must be trained and willing to work which is very seriously because today the florist shop has highly competitive. If the entrepreneur lack of commitment and lack of expertise in the business, it may not be successful. (Tonwon, 2009) According to Thailand Kasikorn Research Center states Florist shop is extending rapidly in 2008-2010 which estimated that the flowers shop distributed all over the country with more than 1,000 shops. In Bangkok and surrounding area have about 50 percent especially in major cities. However, the investment of the florist shop, it is very important to set a clear in target group to find a location that suitable with the shop because the business will succeed depend on the location are the first thing to consider. If inside the location has a little of target group it will
less successful too. And, use the marketing strategies in the shop to analyze the marketing and make a difference with the competitor in product, price, distribution channels and promotion of the product to increase the benefit. The example we can use the fruits and vegetables to decoration into the bouquet it will be quaint and blend as well to attract the customers and the product will be a naturally beautiful and does not cause pollution. (Millionaire Path Newspaper, 2012)And, I think the estimated financial capital is considered a key step because it will help entrepreneur aware demand to use resources and fund of the business that enough to able to allocate the resources and financial. Florist shop is the business that depended on the festival and seasonal which is the main factor to make benefit in the business. When the flowers are bloom it always is the major festivals of Thailand, such as the New Year festival, Songkarn festival, valentine festival, etc. Many people always had given the flower like express love, Interval graduation and instead of greeting in other special chance. So, this is the flower period is very beautiful and peak season of the florist shop. Additional, when you cut the flowers from the tree. If you want to give the flower slow down in the deterioration and long vase life. It needs to maintain the quality of flowers by you must cut stems of flower and soak in water tank. (Fahsai flower shop, 2010) Siam Lab Flower said that "some of flower is does not need to use formalin because before the entrepreneur will be order the flower he must calculate amount of flower is enough. And, Flowers of different countries always have formalin and supplements to help the flower recovery speed up. Flower arrangements which include in a vase, bouquet flower baskets, etc. It must use types of flowers that different to attribute both the flower grown in Thailand and the flower import from other country. And, the flowers are mainly used to order from abroad, such as carnations, tulips, Lilies, etc. which mostly imported from Holland, Australia, Malaysia, Netherlands. And, the flower grown in Thailand is mostly planted in the northern region is Chiang Mai and Chiang Rai.
Kind of flowers in the Lalabell Florist Rose: The rose has been a symbol of love, beauty, even war and politics from way back in time. The variety, color and even number of Roses carry symbolic meanings. The Rose is most popularly known as the flower of love, particularly Red Rose. Roses have been the most popular choice of flowers for the purpose of gifting across the world. They also act as a great addition to home and office decor. A bunch of roses or even a single rose works wonders aesthetically and considerably enlivens a place. Besides fresh cut roses, artificial flowers like silk roses in different colors are also widely used as decoration. (Emma Goldman, 2013) Lilies: These varieties are the most exotic and showy of all lilies but multiply more slowly. They can be grown in somewhat arid, colder climates in low fertile soil but will take a little more effort on your part for good survival in these conditions. Amending the soil and providing heavier winter protection of straw, leaves and peat moss is recommended. Spring planting allows them to settle in and is more apt to make it through harsh winters. Protect them from the first frost and by covering with a cardboard box or heavy straw during extreme cold weather, will allow the bulbs to mature more fully for the following year. The large beautiful scented flowers that bloom late summer will be well worth the extra effort needed. (Judd BoyerA, 2010) Jasmine: the Jasmine is a very popular flower around the world especially in the tropics because of its unique fragrance. The Jasmine is native to tropical and warm or temperate regions of the old world. The Jasmine flowers are white in most species, with some species being yellow. The Jasmine is believed to have originated in the Himalayas in western China. Unlike most genera in the Oleceae family, which have four corolla lobe petals, Jasmines often have five or six lobes. Jasmines are often strong and sweet scented. Jasmines are widely cultivated for their shining leaves and beautiful clusters of fragrant flowers. Flowering in Jasmines takes place in summer or spring which is usally six months after planting. The Jasmine flower releases its fragrance at night after the sun has set and especially when the moon is waxing towards fullness. Jasmine flower buds are more fragrant than the flowers. ( Gifting Inc., 2005-2011)
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Carnation: According to a Christian legend, Carnations first appeared on earth as Jesus carried the Cross. Carnations sprang up from where the Virgin Mary's tears fell as she cried over her son's plight. Miss. Anna Jarvis (The Founder of Mother's Day) used Carnations at the first Mother's Day celebration because Carnations were her mother's favorite flower.Carnations are also commonly referred to by their scientific name, "Dianthus", the name given by the Greek botanist Theopharastus. Carnations got the name Dianthus from two Greek Words - "dios", referring to the god Zeus, and "anthos", meaning flower. Carnations are thus known as the "The Flowers of God". Tulips: According to Beautiful Orchids - Various Exotic Flowers notes, Tulips are very popular to an extent that during the 17th century, most of Europe particularly Holland, was gripped in a craze for Tulips that as a result, many had to even sell off their fortunes. It was popularly known as the Tulip mania. Tulips are some of the most popular spring flowers of all time, and the third most popular flowers world-wide next only to the Rose and Chrysanthemum. Tulips come in an incredible variety of colors, height, and flower shapes. Some Tulips are even fragrant. The Tulip was introduced by a famous Austrian biologist Carolus Celsius. Tulips bloom on bulbous plants, with large, showy flowers with six petals. There are around 100 species of Tulips, which actually came from the Central Asia where they grew wild. Turkish growers first cultivated tulips as early as 1,000 AD.
Tropical flowers: Tropical flowers hold a special place in the hearts of flower lovers due to their breathtaking fragrance and exquisite beauty. Orchids, Rhizomes, Gingers, Heliconias etc., which are more popular with the flower lovers, are tropical flowers. Tropical Flowers are those that thrive naturally in tropical climatic conditions. All the tropical flowers happen to be alien to other geographic regions of the world viz., the temperate and Polar Regions where they are referred to as Exotic Flowers. All tropical flowers are thus exotic to the Americas and Europe but it is not necessary that all exotic flowers are tropical flowers.
(McKnight, Tom L; Hess, Darrel, 2000)
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Spring Flowers: Spring Flowers are beautiful and fragrant. Changing seasons have a profound effect on plant and animal life. Spring is the time of renewal of plant life.
Nature awakens in spring, and Spring Flowers bloom. Spring is a wonderful time of the year for fresh Spring Flowers, particularly spring flower bulbs. In spring, plants and trees sprout new leaves and Flowers bloom. The number of daylight hours increases during spring, and in many countries, people celebrates spring festivals. (Annie, 2000 2011) Summer Flowers: Summer Flowers add brilliant color and beauty to the landscape through the heat of summer and until frost, with only minimum care. Summer is a time of beauty and abundance with Summer Flowers in the garden. Though, many Summer Flowering Plants are likely to suffer winter injury and need the tender care of spring, the magnificence, color and fragrance of Summer Flowers are a valuable addition to any garden. Summer time is a time of brilliance and beauty with Summer Flowers in the garden. The season requires special care and attention for the maintenance of Summer Flower plants. (MAUREEN GILMER, 2006)
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2.2 Vision
Lalabell Florist will order the flowers from Pak Klong Talad in order to provide the fresh and new flowers to customers. Our employee must have experience at least 3 years to served the quality product and have more value of bouquet. Our shop also provides some facility to our customer such as internet wifi, book corner for some waiting. And have shop fanpage for online booking to have more convenience.
2.3 Mission
Our shop always developed the style of the bouquet and also provides the several kinds of flowers. Our target will focus on people who are 21 -30 years old. We will provide the quality product to get more the customer loyalty and word of mouth.
2.4 Situation of Industry

Thailand is a wonderful place for sourcing all flower and plant products such as: Flower Brooches, Flower Displays, Flower Boxes, Wedding Flowers, Flower Candles, Orchids, Artificial Flowers, Preserved Orchids and Floral Displays. (http://bangkokcompanies.com/categories/thai_companies_p159.htm) Florists provide customers with a variety of arrangements made specifically for certain occasions and events. Nowadays people use the flower to represent their feeling in many occasions no matter for condole or congratulate. Moreover the flowers can use for decoration in their house, office, or shop to get beauty and give refreshment and also export to other country.
So this business is most interested one and many people think that it not too hard to learn some skill to run the florist business so this business become more popular and spread over the country especially in the big country and some shop in small country.
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Our shop is located at Pathumthani because our customers target in market group is people that age range between 21-30 years that who are needs our product and service. Also near to the Pak Khlong market which easy buying and selling, the transportation that convenience can reduce production costs such as Tai market is open 24 hours a day located on Phaholyothin Road, opposite
Thammasat University Rangsit Campus, Tumbol Klongnueng, Ampher Klongluang, Pathumthani. It is a marketplace for agricultural products. Which are designed to be expansive and can easily accommodate a wide range of products daily capacity of more than 15,000 tons of farmers throughout Thailand and open space, the farmers and those buy flowers direct sales such as roses, orchids and Yerbera. ( www.holidaythai.com/Thailand-Attractions-1034.htm, 2013) Flower Market, the market four corners of the city (Phaholyothin Road), A.
Lamlukka, Pathum Thani, Thailand. ( Rakbankerd.Com , 2011)
2 .5 products and services

2.5.1. Products Figure 2.5.1.2 Fresh Flower products Bouquet of fresh flower.
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Bouquet flower
Arrange the basket of flowers
Arrange the Wreath
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Vase of fresh flowers
Event
(Source: https:// www. First love flower shop.com)
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2.5.2 Service Lala belle Florists is flowers by Alternative focuses on the beauty and quality of the flowers in my shop with quality products, on-time delivery. Guarantee to be cheap and fresh. Delivery around Bangkok and perimeter. -Bouquet of fresh flowers. Provide fresh flowers that you want to give your parents, girl/boyfriend or your friends. Variety of flowers that you can select, create and ordering me to create for you. - Arrange the basket of flowers Use it for thanks on several occasions such as, conference, seminar, etc. or visiting patients. Varity of basket you can select. - Arrange the Wreath Use it for apologize in funeral. You can select the wreath in big or small one. And you can create the label. -Vase of fresh flowers Use it for decorate in your living room, rest room, and dining table. We have delivery to change the vase of fresh flowers every day and can pay at the end of the month. -Event Flower arrangement for other event such as wedding, Funeral, Seminar etc. our business have many style for customer can select and our business use the flower appropriate with each work. The customer can order what the customer want.
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Chapter 3 Market Analysis

3.1 Market Analysis
3.1.2 Political Flowers in the past were seen as a difficult business to grow. The flowers are considered luxury items, but just the current popularity of sending flowers. Congratulations to represent you and sorry for any opportunity to increase business, the flowers growing in the past few years. Business Directory for success education must take into account the following factors. 1. Potential of the flowers. Employers who are interested in doing business as a florist would be like learning all the time. Whether a book to read, study contest organized by the various flower arrangements in order to develop a better flower. Employers who are interested in having a flower shop with locations appropriate to the business because of the level set for the heart. Important that the florist business success more quickly. The operator should have knowledge of florist flowers and floral arrangements. The art of flower arrangement is one that requires a delicate and very sensitive. The florist should have a good relationship with every customer. Smile all the time. Create customer intimacy. A mind that is ready to serve. Even the flowers were very impressed how business florist will be successful only 2. The process is dealing with government agencies. Department of Business Development: The applicant's general commercial law. Business services are required to be registered with the Department of Commerce. Commercial, except that the store will have more trade with. The establishment of business / business model.
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Details of the establishment / licenses. The study details. http://www.ismed.or.th/kwnowledge/alpha/body1/body1.htm or. Business Developed Department. (http://www.thairegistration.com) IRS: Tax to the Black Hills. The income tax. And VAT. The cutting taxes during the study details. (http://www.ismed.or.th/knowledge/alpha/body1/body1.htm ) Or; IRS (http://www.rd.go.th). Local Government: The Black Hills are about cutting taxes during stop. - Signs of bruises pay tax at the details. Bangkok Metropolitan Administration (http://www.bma.go.th.)
In the future, at 2018, Thailand will move to ASEAN Community.How the business will boom up ? Benefits to be gained when Thailand entering to ASEAN Community. - ASEAN Economic Cooperation Framework with the acquaintance Thailand. ASEAN countries are neighbors. Bordering each other. There are cultural similarities. Products and services that complement each other. Product or service similar, if you cooperate. Would strengthen the bargaining power. This will bring about economic trade is of paramount importance. - Integration into the ASEAN Economic Community, a large regional market. The strengths of each country can be added to the country's strengths in order to maximize production. Exporter and service. This will occur only when the factors of production move freely addition, the ASEAN member countries to help build solidarity and bargaining power in the various stages.
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- AEC will help to promote the expansion of trade and investment in Thailand. The drive measures. To the AEC would cause the cancellation or reduction of barriers to entry. Snag a tax or other non-tariff trade measures for countries to seek assistance to reduce / eliminate those obstacles and facilitate trade and investment between them. - Economic Community, the carriers and Thailand have started to prepare. With the changing economic environment. The need to adapt and use the opportunity to accelerate the reduction of barriers to trade and investment. To benefit fully. Particular branch of Thailand's readiness and ability in highly competitive. - Strengthen the capacity of the domestic Of resource use in the production sharing and partnership in the international business. Removal of barriers to trade and investment among member countries. - Enhance the well-being of the people. Domestic implementation of the program in reducing the barriers to trade and investment. And equitable economic development. ASEAN Economic Community (AEC) aims to achieve economic integration and facilitate the trade between them. This will make the region prosper. And can compete with other regions for the welfare of the people of ASEAN. Which affect to flower shop that make we have more group of customers because there are many foreigners who visit in Thailand and the the central region was a region that visitors most traveling. Resulting the free flow of goods, services, investment, capital and economic development and the reduction of poverty and social inequality in 2020.When Thailand move to ASEAN Community we have opportunities to expand exports to the ASEAN countries. As trade barriers, both tariff and non-tariff will be reduced or eliminated and regulations be adjusted to ensure consistency and facilitate coordination among the members and help my florist shop to attract foreign want to investment (FDI) into ASEAN, including Thailand. 3.1.3 Social and Environment According to the Society for American Florists, there are approximately 20,200 flower retailers in the U.S. and the average sales per location are $325,000. The business is highly seasonal and peak periods include Valentine's Day and Mother's Day. Red roses account for 39
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percent of all flowers sold and more than two-thirds of fresh flowers sold by retailers are imported. In addition to fresh flowers and arrangements for events ranging from weddings to funerals, shops generate revenue through sales of ancillary items such as cards, vases, home decor, and other products related to parties and events. Shops also make money by charging customers for delivery to homes and businesses. Typically, a florist will organize flowers by season and holiday. Flowers have various different meanings in different cultures. The holidays and events for which flowers are used vary. Poppies are used to remember fallen soldiers only in Great Britain and the Commonwealth countries. The cultural meaning of colors also strongly affects the choice and use of flowers. People often prefer flowers that are associated with their ethnic group or country, and various colors may have special meanings of luck or death or love or other basic human traits. To some, a flower such as a red rose might mean love, but to others it might be considered indecent or simply puzzling. The vastly divergent views on the color white can also lead to major flower issues. While white represents death in many Asian cultures, it is simultaneously a symbol of purity and innocence in many European and American cultures. Such differences can lead to difficult issues when a bouquet of white lilies, for example, is delivered. (Ritter, Ron. 2002) Any people like to celebrate major holidays with lavish bouquets of cut flowers. As a result, the flower industry is booming, shipping hundreds of tons of cut flowers all over the world for sale in supermarkets and at florists. Consumers spend millions every year purchasing cut flowers and bringing them into their homes: and most consumers do not think about the environmental and social aspects of the cut flower industry. Several studies conducted in the late 1990s suggested that cut flowers had a serious environmental impact, and some advocacy organizations have attempted to raise consumer awareness about the hidden costs of cut flowers. (S.E. Smith, 2003) Most cut flowers are grown in South America, Africa, and Southeast Asia in large greenhouse environments staffed by underpaid, non-unionized workers. The greenhouses are carefully climate controlled to yield the best cut flowers, and they are also heavily sprayed with pesticides, fungicides, and herbicides. Because cut flowers are grown in nations with more lax environmental laws, many banned substances including DDT and methyl-bromide are used in flower production. These substances have a profound impact on the health of the workers: many
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suffer from health problems such as skin conditions, respiratory problems, impaired vision, and birth defects thanks to their exposure to these chemicals. (S.E. Smith, 2003) The serious environmental impact caused by the cut flower industry began to raise eyebrows in the early twenty first century, when consumer advocacy organizations began to educate people about the problems with cut flowers. Usually, stories about cut flowers peak around Valentine's Day, in an attempt to convince consumers to buy organic, locally raised flowers which do not carry heavy environmental impacts with them. Local seasonal flowers can be just as handsome, and even more unusual, especially when combined with other thoughtful gifts. (Bronwyn Harris, 2012) According to National Electronics and Computer Technology Center note that, Thailand has plenty of terrain. And, geography is suitable for cultivation it affects to Thailand has many different varieties of flowers. But today, Thai people are far from natural. And, many children in Thailand are unknown about name of flower or seed of flowers which all of this look like culture of Thailand. Flowers and human is relevant throughout. For Thai people, flowers have an influence to living, religious, and other ritual for respect. And, it's including with the bringing flowers to decorate in the house for create a good atmosphere that is comfortable and refreshing to make impression on visitors. Additional, bringing the flowers to mixed with the literature whether visited flora and metaphoric the main character by used the flower name. 3.1.4 Economic The income of a florist business depends on local need, competition, skills, and oftentimes, the location. Dan Ramsey, in his book Owning and Managing a Florist Business estimates that an established florist operating full time from a good location. This level of income is usually achieved when you have developed repeat and referral business, have developed a target market, and has in place all your equipment and supplies. According to a study from Forbes Magazine, a flower shop's payroll is about 40 percent of the total revenue the shop generates. So a shop that generates $200,000 in total revenue would have a payroll - including that of the owner - of about $80,000.Based on that average, the total income an owner would make in any given year would depend on the number of hours they
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work, their number of employees and how much the employees are paid. Total earnings also depend on how much money the owner spends on things like rent and other operating costs. According to Mr. Oliver Bieber, flower owner shop said that "the most people thought that the flowers are something that extravagant. But, create a unique of selling by used vegetable and fruit to arrangement with the flower mutual in bouquet or flower basket. And, it can add value (Value Added) for the flowers and as well a variety of channels to provide customers with a more creative alternative to traditional. And, it also makes economic growing for the business. In additional, he exposed that the flower business during this year's has many festival that it can growing which seen by the selling of flowers. While the economic factors that don't have affected in any way. And If have, it's not over 25 percent. Because the main of expressing of love is giving the flower which this year it still the most popular among people especially red roses are the most popular and then is Lilly".
3.2 Competition Analysis (3C Analysis)

3.2.1 Customer Analysis Lalabell florist located at Klong Luang, Pathum Thani. It is an old province filled with multiple temples, parks and areas to experience Mon culture and there are 14 of university. According to Department of Provincial Administration, Ministry of Interior, the population in Phatume Thani is male have 1,921,868 and female 2,121,724 total 4,043,592 (End Dec 2011). And from the research of Parmon Intongka about behaviors of customers to buy the flower in Pathum Thani province. The study revealed that most of the consumer were female, 21-30 years of age, graduated with Bachelors degrees, worked in private enterprises, and earned average income between 10,001-20,000 Baht. So we will focus on the customers between 21-30 years old who are study in the university and worker. Our shop will provide the florist bouquet, florist basket, florist wreaths, florist vase, garland, layouts funeral, and also the event as well. We tend to provide with service mind and high quality of product by selected the new and fresh flower. Customer can order our product via facebook fanpage or telephone from 07.00 am until 10.00 pm with delivery for some customer that cannot get the product by themselves.
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3.2.2 Competitor Analysis Normally our Thai people tend to send the flowers for each occasion the flower shops of current market are quite high competitive, overall image of flower market has growing, but at the same time it still the new entry of entrepreneur because the cost is not high and does not require much knowledge. The Lalabell florist has eight competitors in Pathum Thani. Orchid Flowers Pathum Orchid Flowers Pathum focus on the florist shop that available service of event and send flowers in variety ways according to customers needs which open all day, more than 20 years and send the product to ensure that the needs and delivered on time. Strength The customer can design the bouquet depends on their need. http://www.orchidflowerspathum.net/index.php/home Rachavadee Florist Rachawadee provide the delivery punctuality and order everyday. Featured is rainbow roses from Holland, the most people will be interest event in a peak season. Strength The shop has many style of flowers and bouquet. Weakness The shop set a high price for delivery in other province. Weakness The shop has only one channel to order.
Siam Florist Siam Florist focus on organize of each event and give suggestion or new creative to customer and care feeling the customer come to services. All of flower arrangements are professionally arranged and personally delivered straight to your recipient. Trust Thai Florist in Thailand local florist to add that extra special touch to any occasion and show your loved ones how much you care.
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Strength The shop provides delivery for their customers. http://profile.yellowpages.co.th/516578930740001 -
Weakness No have shop website for customer. No have any event service.
Love you everyday shop They provide many design of flower and also have delivery within 24 hours. Strength Weakness Only free delivery for the customer who buy more than 1,000 baht and no more than 10 km.
The shop provides many choices for customer.
http://www.loveyoueveryday.com/th/-mainmenu-31.html
Story of flower found in 2000 focus on new and fresh flower and also import the flower as well. Strength Weakness The shop does not show the price of product.
The shop have a clearly website.
http://www.storyofflower.com/
Phannee Rungsit Strength Weakness The products do not interest. No delivery.
The shop also provides the event service to the customer.
http://www.facebook.com/pages/%E0%B8%A3%E0%B9%89%E0%B8%B2%E0%B8% 99%E0%B8%94%E0%B8%AD%E0%B8%81%E0%B9%84%E0%B8%A1%E0%B9%
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Nammon florist Strength Weakness No have website for customer to get more information of product.
Provide clearly address and the way to contact.
http://flo523.furnitureonlinemarket.com/
Rungsit florist Strength Weakness High price No delivery
There are a lot of designs for customer.
http://www.02aflower.com/
3.3 STP Analysis

STP analysis is the marketings tool for accessing to customer by including market segment, target market, and positioning. 3.3.1 Market segmentation Lalabell Florist will focus on the people who are 21-3o years old. Because those of people tend to make a relationship with other people to live in a big society and they are already have income on themselves and the florist that send in each occasion is the one way to make a good relationship. From RMUTT research by questionnaire in Pathum Thani province, they can found that most of people who are consumed the florist is female with income 10,000-20,000 baht so we will provide our product that more attractive, low price and satisfy the need of customer.
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3.3.2 Target market Student or worker who are 21-30 years old because they have more power of purchasing and can deciding to buy our product by themselves. 3.3.3 Positioning Lalabell Florist will provide the product with the low price, new and fresh flower, and also has a variety of product to attract the customer. To satisfy the customer we also offering the customer to design the product by themselves and provide the catalog to get more design. Our shop provide the delivery service to give the convenience for our customer in the Bangkok and rural area by add fee charge belonging distance about 50-200 baht. Lalabell florist will have the florist contest to find out new style from the winner and apply in the catalog.
3.4 SWOT Analysis Strength

Every staff already has the skill about the florist arrangement. Lalabell Florist provide the clearly duty for each person. We always learn for the new experience for arrangement. Have the florist contest to get the new design. -
Weakness
Lalabell Florist is a new entrepreneur so we must to advertise our shop to be well-known. Lalabell Florist as a new customer for the supplier so we do not have more power in some bargaining.
Opportunity
The number of consumed the florist still increase. Nowadays Thai people get the western culture by usually send the flower to represent their feeling. Have a few of competitors. Different design can build the good image to the shop. -
Treat
We always meet the new entry in the business. People can use the artifact flower instead of fresh flowers. Have a few of technology to help the florist business in order to get more design.
27
3.5 Marketing Mix Strategy

3.5.1 Product strategy Lala bell florist shop is flowers by Alternative focuses on the beauty and quality of the flowers. Our shop have variety of flower both in Thailand flowers and foreign flowers for customer and have any accessories for decoration bouquet, basket, wreaths and vase. Our shop was concern about the convenience so we provide delivery service for our customer. 3.5.2 Logo Logo is characteristic of Lala bell florist shop. Logo is characteristic of Lala bell florist shop. This logo mean vase is men and flower is women thus, men waiting women for fulfill life to perfect.
Figure 3.1 Logo of Lala bell shop
3.5.3 Price strategy Lalabell florist shop has variety design of product and sale in low price. The prices start from 300-1, 000 THB. The price depends on the details of a bouquet, price range depends on the number of flowers and accessory. So, Lalabell florist shop will provide the product that appropriate for customers. Then, Lalabell florist shop also provide delivery service around Bangkok and rural area with fee charge 50-200 baht depend on distance but if not exceeding 10 km. we provide with free delivery.
28
3.5.4 Place strategy Lalabelle florist located at Pathum Thani in front of Thamasat University and near the major road that easy to access so our customer can come to our shop easily. It is a good location because in this area include 14 university with our target group. 3.5.5 Promotion strategy We will promote our business through the internet and brochure. In addition we will have sale promotion for the first month opening to attract the customer.
3.5.6 Service Process Lalabelle Florists is flowers by Alternative focuses on the beauty and quality of the flowers in my shop with quality products, on-time delivery. Guarantee to be cheap and fresh. For Pathumthani, we have delivery service.We make perfect fresh flower arrangements for any occasion; birthdays, anniversaries, holiday, Valentines Days, Fathers Days, Mothers Days or Christmas. We arrange flowers in variety style for the event within Bangkok and perimeter. Lala belle florist shop has delivery service to customer inconvenience to receive the product by yourself or the customer want to order products for special occasions to special people. So, Lala bell florist shop has delivery service for convenience of customer. Customer can contact with Lala bell florist shop by via Telephone and Facebook of my shop. Therefore, Lala bell florist shop have delivery within Pathumthani with fee charge 50 THB but if ordered exceeding 1,500 THB will get free delivery.
29
(Source: https:// www.truck2hand.com)
3.5.7 Sale forecast

Lalabell florist located at Klong Luang, Pathum Thani. We tend to focus on people who are in 21-30 years old especially student who study in the university because this province include with 14 university. Our shop will separate with two season depend on the occasion in each month and some ceremony such as Congratulation, Songkran day, Mothers Day, Valentine day, Wedding, etc. * High season: On January, February, April, August, December * Low season: March, May, June, July, September, October, November.
30
31
32
33
34
35
Chapter 4 Technical Feasibility Study

4.1 Cost of Investment
Pre- Operating Cost Sign board of Company
The signboard of company order from the shop of type of sign Mr. Sirapub Rutanasuboon board is stainless and color is red and hard red color. The size of background for set the font wide is about 1 meters and height 3.5 meters, and background color is light flower red. The Stainless billboard is suitable for big size billboard and has durable of companys billboard. The billboard plant by the light board and price is 4,000 Baht. The font size use 20 inches, there are 2 sizes include big font size use 2 words and small font size 13 words. The price of big font size 8,000 Baht per capital word and small font size is 2,000 Baht per capital word. The logo wide 30 inches and high 20 inches and the price are 4,000 Baht. Total are equal 44,000 Baht. The prices are includes service. Signboard Font 20 Signboard Font 16 Signboard light Total 2 13 1 16 1,400 700 4,000 2,800 9,100 4,000 15,900
36
Signboard Tax Sign board of Lalabell Florist shop making by use English font and pays the fee for set company a sign board as, the sign board use in the commercial for earn the revenue. The size of billboard equal wide about 5 meters, height 3.5 meters, wide multiple height equal to17.5 square meters. Then calculate be square centimeter equal 17,500 square centimeters. Calculate the billboard tax. The billboard has all English font rates 700Baht/small capital 12 x 700=8,400 Baht and paying at Rob Wiang Sub-district Administration Organization and located at 336Moo5. Rob Wiang, District Muang Chiang Rai 57100. Telephone Number +665-374-2663 Document for registration paying tax - Copy of Household Registration and personal Identification Card - VAT Registration - Certificate - License to set signboard Juristic Person Registration The request for performing according to the Commercial Registration Act shallpay the fee according to the type as follows: I. II. III. IV. V. Registration of the business liquidation of 20 Bah New commercial registration of 50 Baht Request for the officer to copy and certify the copy of document for 30 Baht per copy Registration for the change of registered transaction for 20 Baht per time Request for issuance of replacing license of 30 Baht per copy
37
Fixed cost
Classic style Classic style is fashionable and popular at all times. Such furniture is optimally suited for a spacious room with high ceilings and big windows. Furniture in this style is traditionally made of solid, natural wood color, with the use of natural materials. Allowed as furniture, made of wood Price 40,000 Baht.
Car use delivery

SUZUKI CARRY it is a second hand because we will save
an investment also Price 309, 000 Baht.
The freezer flowers Price 30,000 Baht.
38
Variable cost
Flowers fresh Buy 2 times per month = = 60,000 Baht per time
Material values per month Price 2,000 Baht
Pay the employee 1. Lala bell florist shop has eight people, two duty the main: 2. Florists position 3 person (9,000x3=27000) 3. Delivery driver or Logistics department 2 person (6,500x2=13000)
Car Fuel 4,000 per month
39
4.2 Investment cost Office Equipment Equipment Office material Computer Telephone Printer Calculator Pen Total Devices for production Flowers freezer Small tape Tape head Fabric scissors Zigzag scissors cut cloth Rounded end scissors Big scissors paper Cutter Posters silver gold Knife straw ribbon number 3 straw ribbon number 4 straw ribbon number 9 Ribbon flower head Ribbon flower center Small ribbon flowers Ribbon colors silver and gold Different colures ribbons Paper ribbon flower pistil leaves number 4 leaves number 6 Oasis Flora green tape Flora brown tape wire involves tiny stalk wire involves big stalk Stocking flower Paper Lace Total Decoration/build in Classic style Unit 1 1 1 1 3 Price/unit 12,990 4,173 1,700 10,095 4 28,962 30,000 25 48 600 950 12 60 104 28 57 60 19 20 55 5 4 3 165 120 5 1 26 24 1,375 20 46 15 30 10 10 33,897 40,000 Total 12,990 4,173 1,700 10,095 12
28,970
2 3 3 3 2 3 2 1 1 2 2 5 5 5 5 10 10 3 2 10 50 10 10 3 5 2 3 3 30 5
60,000 75 144 1,800 1,900 36 120 104 28 114 120 95 100 275 25 40 30 495 240 50 50 260 240 4,125 100 92 45 90 300 50
71,143
40,000
40
Signboard Font 20 Signboard Font 16 Signboard light Refrigerator Conference table LCD TV Board meeting plan Total Total investment cost
2 12 1 1 1 1 1
8,000 2,000 4,000 49,000 11,700 15,990 2,500 133,190
16,000 24,000 4,000 49,000 11,700 15,990 2,500

163,190
263,303
Material
Type of flower Soft red roses White roses Big pink roses Big red roses Big white roses Marigold, medium size Marigold, big size Cutter Flower White Lotus Red Lotus Jasmine Crown flower Chrysanthemum Papyrus Gardenia leaves Orchid Lang ngarn lang thong leaves Year be ra flower Carnation Oasis blocks
Price 200 B./100 flowers 400 B./100 flowers 150 B./100 flowers 250 B./100 flowers 500 B./100 flowers 80 B./100 flowers 120 B./100 flowers 150 B. / kg. 40 B./10 flowers 40 B./10 flowers 150 B. / kg. 360 B. /kg. 10 B./flower 3 B. / bundle 40 B. / bundle 500 B./ bundle 50 B./ bundle 60 B./ bundle 80 B./ bundle 250 B./ box Total
Unit 100 flowers 100 flowers 100 flowers 100 flowers 100 flowers 100 flowers 100 flowers 100 flowers 2 kg. 50 flowers 50 flowers 5 kg. 1 kg. 50 bundles 100 bundles 10 bundles 20 bundles 6 bundles 30 bundles 30 bundles
Total 20,000 40,000 15,000 25,000 50,000 8,000 12,000 15,000 80 2,000 7,500 1,800 360 150 400 5,000 10,000 360 2,400 7,500 222,550
*Cost of material may be change depend on the seasonal
41
Total tools living room Unit 1 1 1 1 4 price 49,000 11,700 15,990 2,500 Total 49,000 11,700 15,990 2,500 79,190
Living room Refrigerator Conference table LCD TV Board meeting plan Total equipment cost
Total pre-inventory cost Unit 1 20 cu.m price 1,000 11 Add. (+) VAT 7% 2 Add. (+) VAT 7% 1,200 40,000 60,000 3,000 6,800 Total 1,000 259
Pre-inventory cost oil value water value
Electricity expense / month
600
2,842 1,200 40,000 60,000 3,000 6,800
Internet and telephone Salary payment Fresh flower Fresh Fruit Insurance Car Build /decoration Rent Classic style Signboard Font 20 Signboard Font 16 Signboard light Signboard Tax Commercial Registration Act New commercial registration Registration for the change of registeredtransaction Registration of the business liquidation Request for issuance of replacing license Request for verifying the documents of person Request for the officer to copy and certifythe copy Car Total
1 1 1 1 1
1 1 2 12 1 1
12,000 40,000 8,000 2,000 4,000 1,400
12,000 40,000 16,000 24,000 4,000 1,400
1 1 1 1 1 1 1 -
50 20 20 30 20 30 309,000
50 20 20 30 20 30 309,000 521,641
42
Depreciation Table 1. Administration and Operation depreciation 2012
Administration depreciation Pre-inventory cost Build interior/decoration Classic style Signboard Font Signboard light Office material Computer Telephone Printer Calculator Total Operating depreciation Living room Refrigerator Conference table LCD TV Board meeting plan Devices in production Flowers freezer Fabric scissors Zig zag scissors cut cloth Big scissors Cutter Car Total Total depreciation
Cost
Jan
Feb
Depreciation 2012 Mar Apr May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total
40,000 40,000 4,000 12,990 4,173 1700 10,095 112,958 cost 49000 11700 15990 2500 60000 600 950 60 28 309000
667 667 67 217 70 28 168 1,884 Jan 817 195 267 42 1000 10 16 1 0.5 5150
667 667 67 217 70 28 168 1,884 Feb 817 195 267 42 1000 10 16 1 0.5 5150
667 667 67 217 70 28 168 1,884 Mar 817 195 267 42 1000 10 16 1 0.5 5150
667 667 67 217 70 28 168 1,884 Apr 817 195 267 42 1000 10 16 1 0.5 5150
667 667 67 217 70 28 168 1,884 May 817 195 267 42 1000 10 16 1 0.5 5150
667 667 67 217 70 28 168 1,884 Jun 817 195 267 42 1000 10 16 1 0.5 5150 7498.5 9,383
667 667 67 217 70 28 168 1,884 Jul 817 195 267 42 1000 10 16 1 0.5 5150 7498.5 9,383
667 667 67 217 70 28 168 1,884 Aug 817 195 267 42 1000 10 16 1 0.5 5150 7498.5 9,383
667 667 67 217 70 28 168 1,884 Sep 817 195 267 42 1000 10 16 1 0.5 5150 7498.5 9,383
667 667 67 217 70 28 168 1,884 Oct 817 195 267 42 1000 10 16 1 0.5 5150
667 667 67 217 70 28 168 1,884 Nov 817 195 267 42 1000 10 16 1 0.5 5150
667 667 67 217 70 28 168 1,884 Dec 817 195 267 42 1000 10 16 1 0.5 5150
8,000 8,000 800 2,599 840 336 2,019 22,608 Total 9804 2340 3204 504 12000 120 192 12 6 61800
449828 7498.5 562,786 9,383
7498.5 7498.5 9,383 9,383
7498.5 7498.5 9,383 9,383
7498.5 7498.5 9,383 9,383
7498.5 89982 9,383 112,590
43
Table 1. Administration and Operation depreciation 2013
Cost
Jan
Feb
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total
32,000 32,000 3,200 10,392 3,333 1364 8,076 90,365 cost 39196 9360 12786 1996 48000 480
667 667 67 217 70 28 168 1,884 Jan 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Feb 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Mar 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Apr 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 May 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Jun 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Jul 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Aug 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Sep 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Oct 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Nov 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Dec 817 195 267 42 1000 10
8,000 8,000 800 2,599 840 336 2,019 22,608 Total 9804 2340 3204 504 12000 120 192 12 6 61800 89982
758 16 16 16 16 16 16 16 16 16 16 16 16 48 1 1 1 1 1 1 1 1 1 1 1 1 22 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 247200 5150 5150 5150 5150 5150 5150 5150 5150 5150 5150 5150 5150 359846 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 450,211 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383
9,383 112,590
44
Cost
Jan
Feb
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total
24,000 24,000 2,400 7,793 2,493 1028 6,057 67,771 cost 29392 7020 9582 1492 36000 360
667 667 67 217 70 28 168 1,884 Jan 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Feb 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Mar 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Apr 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 May 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Jun 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Jul 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Aug 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Sep 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Oct 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Nov 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Dec 817 195 267 42 1000 10
8,000 8,000 800 2,599 840 336 2,019 22,594 Total 9804 2340 3204 504 12000 120 192 12 6 61800 89982
566 16 16 16 16 16 16 16 16 16 16 16 16 36 1 1 1 1 1 1 1 1 1 1 1 1 16 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 185400 5150 5150 5150 5150 5150 5150 5150 5150 5150 5150 5150 5150 269864 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 337,635 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383
9,383 112,590
45
Administration depreciation Pre-inventory cost Build interior/decoration Classic style Signboard Font Signboard light Office material Computer Telephone Printer Calculator Total Operating depreciation Living room Refrigerator Conference table LCD TV Board meeting plan Devices in production Flowers freezer Fabric scissors Zig zag scissors cut cloth Big scissors stencil paper Cutter Car Total Total depreciation
Cost
Jan
Depreciation 2015 Feb Mar Apr May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total
16,000 16,000 1,600 5,194
667 667 67 217
667 667 67 217
667 667 67 217
667 667 67 217
667 667 67 217
667 667 67 217
667 667 67 217
667 667 67 217
667 667 67 217
667 667 67 217
667 667 67 217
667 667 67 217
8,000 8,000 800 2,599 840 336 2,019 22,608 Total 9804 2340 3204 504 12000 120 192 12 24 6 61800 39210 61,824
1,653 70 70 70 70 70 70 70 70 70 70 70 70 692 28 28 28 28 28 28 28 28 28 28 28 28 4,038 168 168 168 168 168 168 168 168 168 168 168 168 45,177 1,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 cost 19588 4680 6378 988 24000 240 374 24 32 10 123600 Jan 817 195 267 42 1000 10 16 1 2 0.5 5150 Feb 817 195 267 42 1000 10 16 1 2 0.5 5150 Mar 817 195 267 42 1000 10 16 1 2 0.5 5150 Apr 817 195 267 42 1000 10 16 1 2 0.5 5150 May 817 195 267 42 1000 10 16 1 2 0.5 5150 Jun 817 195 267 42 1000 10 16 1 2 0.5 5150 Jul 817 195 267 42 1000 10 16 1 2 0.5 5150 Aug 817 195 267 42 1000 10 16 1 2 0.5 5150 Sep 817 195 267 42 1000 10 16 1 2 0.5 5150 Oct 817 195 267 42 1000 10 16 1 2 0.5 5150 Nov 817 195 267 42 1000 10 16 1 2 0.5 5150 Dec 817 195 267 42 1000 10 16 1 2 0.5 5150
78302 3268 3268 3268 3268 3268 3268 3268 3268 3268 3268 3267 3267 123,479 5,152 5,152 5,152 5,152 5,152 5,152 5,152 5,152 5,152 5,152 5,152 5,152
46
Cost
Jan
Feb
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total
80,000 8,000 800 2,595 813 356 2,019 94,583 cost 9784 2340 3174 484 12000 120
667 667 67 217 70 28 168 1,884 Jan 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Feb 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Mar 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Apr 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 May 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Jun 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Jul 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Aug 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Sep 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Oct 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Nov 817 195 267 42 1000 10
667 667 67 217 70 28 168 1,884 Dec 817 195 267 42 1000 10
8,000 8,000 800 2,599 840 336 2,019 22,608 Total 9804 2340 3204 504 12000 120 192 12 6 61800 89982
182 16 16 16 16 16 16 16 16 16 16 16 16 12 1 1 1 1 1 1 1 1 1 1 1 1 4 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 61800 5150 5150 5150 5150 5150 5150 5150 5150 5150 5150 5150 5150 89,900 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 7498.5 184,483 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383 9,383
9,383 112,590
47
4.3 Location
Lalabelle florist shop located at Phahonyothin Road, Tambon Khlong Nueng, Amphore Khlong Luang, and Pathum Thani province. It located on opposite of Thammasat University, Rangsit Center. The area is 60 square meters (living area) 15 sqm (land).
Facility Layout Pattern of store building Structure
9 meters 24 meters
8 meters
48
Pattern inside of store First floor The inside of store divides into 3 parts. First part, that is area part of sell a product and
service so we would to a comfortable to buy a product by divided into sections. Part 2 First parts; there is wide about 6 meters and height about 9 meters. This area is used as a decoration design management and design work in all our flowers it contains the components; Table flowers are slippery rubber sheet, sink soak in flowers, and where the aftermarket that important these substantial fall in this room. Part 3 areas next to flower work room are the living area By Bathroom by use area wide 2 meters height about 2.6 meter and stairs for the second class.
24 meters
8 meters
2.6 meters
Restroom Stairs
2 meters
49
Second floor In our second class is used as a store for storage devices, so that it will beused for ewen taengdokmai or during the Festival, and serve as a vacation, the employee example, eat or for conferences or plan to develop business.
16 meters
Conference table LCD TV Sofa Refrigerator Board meeting plan
6 meters Facility management
50
Lalabelle florist shop will highlight areas in two main parts of flowers and a portion of a home or a portion of which both privacy for flower shop. Area of work
9 meters
3M Nomad carpet Table Set of shelves Sink
6 meters
Area of sales
15 meters
Flower slave Door Card show case Sliding door Shop window Accessory slave Table and chair Flower freezer Counter or cashier
8 meters
51
4.4 Facility Management

Area of work
3M Nomad carpet Table Set of shelves Sink
9 meters
6 meters
Area of sales
Flower slave Door Card show case Sliding door Shop window Accessory slave Table and chair Flower freezer Counter or cashier
52
4.5 Machine / Tools / Equipment

Equipment of flower making room
Table Table for flower arrange, observe the height table which can stand and sit. For width, wide enough for flowers landscape or long and desk drawers are also stored on the device and the tools to safely. Thick wood, strong, and anti scratch. Dimension 75 * 150 * 75 cm. Price 4,850 Baht.
Figure.4.1 Table (Source : http://apsfurniture.mymarket.in.th)
Sink dishwasher - Sink smeg LB116F - Double Bowls Single Drainer ST/Steel Flush Fitted Sink. - Sink Dimensions : 116.0 x 50.0 cm, hole wash 34.0 x 40.0 cm, depth hole 21.0 cm. Price 15,900 Baht
Figure 4.2. Sink dishwasher (Source : http://www.jaroensupply.com/product)
Flower Display Refrigerator Description: 2 door mirror cabinet stand Medium size 120x70x206 cm. Cooling (Celsius): (+5c) ~ (+10c), Digital temperature Using electric current: 2.13A /395W(220240V. 50Hz) Compressor (horsepower): 3/8 Price 30,000 Baht.
Figure 4.3. Flower Display Refrigerator ( Source : http://www.sun-hui.com/product.detai)
53
Wooden shelf level Old teak hardwood. Size 40x120x123 cm. Price 19,000 Baht.
Figure 4.4 Wooden shelf level (Source : http://www.orientalidea.com )
Shelves of the gift
Price 490 Baht.
Figure 4.5. Shelves of the gift (Source : http://www.wedding2hand.com)
Versatile rack
Width 150 x Height 150 x Depth 30 cm Price 1,650 Baht.
Figure 4.6. Versatile rack (Source : http://www.iplazatarad.com)
54
Office Intel Celeron G530 ,2.4 GHz RAM 2048 MB,DDR III,FSB 1333 Hard Disk 500GB;7200 RPM Graphic Card on Board Monitor LCD 18.5 Wide Screen Operating System UBUNTU Sound System 5.1 Port/Slots USB 2.0X6 Ports Warranty 1 Year Dimensions(WxHxD) 17.535.035.0 cm, Weight 15 Kg.
MHz
Price 12,990 Baht.

Figuer.4.7 (Source : http://www.hi-tech.asia)
Casio SE-S300 Features of calculator Casio SE-S300 Screen display LCD 10 digits. Can set , Service change, Premium, and other discounts. Multiple Settlement , cash and credit. Reported daily, hourly, monthly and reports to determine the period. Backup system for 60 days. Price 10,095 Baht.
Figure. 4.8 (Source : http://www.calculatorthailand.com )
55
HP Deskjet 1050 All-in-one Print-Scan-Copy
Print resolution 4800 X 1200 dpi. Scan resolution 1200 X 1200 dpi. Print Speed (Black) 16 pages / min. Print Speed (color) 12 pages / minutes. First Print Out Time 19 seconds. Supports printing 1000 pages / month. Paper size A4. Paper Capacity 60 sheets. Dimensions 427x470x249 mm Weight only 3.6 kg Price 1,700 Baht.
Figure.4.9 (Source : http://bangyai.olxthailand.com )
Cisco Unified SIP Phone 3911 Cisco Unified SIP Phone 3911 IP phone for use with Kloud call. Price 4,173 Baht.
Figure 4.10 (Source : http://www.sysnetcenter.com)
56
Samsung SR-L679EV Twin Cooling System Cooling Split System independent. Electronic control panel with digital display. The automatic cooling water supply. Protective glass shelves and spill prevention. Cheap price with standard fiber 5. Healthy food in the tray. Easy to clean. Not worry about the noise. Free slots at the bottom. Convenient alternative. Price 49,000 Baht.
Figure.4.11 (Source : http://www.thaionlineexpo.com)
Counter
Price 2,050 Baht.
Figure 4.12 (Source : http://www.alibaba.com)
Chair Chair for sitting at counter Price 1,200 Baht.

Figure 4.13 (Source : http://www.trisinfurniture.com
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Scissors cut flowers 7 "FELCO 300 Length of 190 mm. / 7.5 ". Weight 125 grams. Price 550 Baht.
Figure 4.15 (Source : http://mail.arkarnsin.com)
Compression Sprayers Price 55 Baht.
Figure 4.16 (Source : http://www.nanagarden.com)
Flower container Price 185 Baht.
Figure 4.18 (Source: http://www.oa.co.th)
58
Idea Work
Price 104 Baht per pack.
Figure 4.19 (Source : http://www.goodchoiz.com)
Clip file Price 22 Baht.
Figure 4.20 (Source: http://boatbook.co.th)
Staple max Price 50 Baht.
Figure 4.21 (Source : http://www.chaiwattana.co.th)
59
Max 35-1M Price 10 Baht.
Figure 4.22 (Source : http://www.goodchoiz.com )
Scissors Price 60 Baht.
Figure 4.23 (Source : http://officemart-shop.com)
Floral Subsidiary
Decorative Accessories- Dolls Price 45-100 Baht.
Figure 4.24 (Source: http://www.allforcraft.com )
60
Velvet ribbon Price 19 Baht/yard
Figure 4.25 (Source : http://www.allforcraft.com)
Ribbons Price 20 Baht/yard
Figure 4.26 (Source : http://www.baanaor.com )
Ribbons Price 55 Baht.
Figure 4.27 (Source : http://www.baanaor.com )
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Decoration events and flowers arrange
Basket Price 250 Baht
Figure 4.28 (Source : http://www.dealfish.co.th)
Basket Price 150 Baht.
Figure 4.29 (Source : http://www.dealfish.co.th)
Oasis Price 1,375 Baht/pack

Figure 4.30 (Source : http://th.88db.com/thailand/Bangkok )
62
Wire rod Size 24 12
Price 15 Baht.
Figure 4.31 (Source : http://store.tipsiamservice.com)
Vase Price 39 Baht.
Figure 4.32 (Source : http://ceramicd.tarad.com)
63
Second Floor
Conference Table
Price 11,700 Baht.

Figure 4.33 (Source: http://www.24frniture.net/)
TV Samsung PS43E450 Price 15,990 Baht.
Figure 4.34 (Source : http://siamworachak.tarad.com)
Board meeting plan Price 2,500 Baht.
Figure 4.35 (Source : http://www.sinkaonline.com)
64
Chapter 5 Production and Operation Analysis

5.1 Product Characteristics
- Florist
bouquet
A florist bouquet is a collection of flowers in a creative arrangement. Flower bouquets can be arranged for the decor of homes or public buildings, or may be handheld. Handheld bouquets are classified by several different popular shapes and styles, including nosegay, crescent, and cascading bouquets. Flower bouquets are often given for special occasions such as birthdays or anniversaries. They are also used extensively in weddings. Bouquets arranged in vases or planters for home decor can be arranged in either traditional or modern styles. Symbolism may be attached to the types of flowers used, according to the culture. Reference : http://en.wikipedia.org/wiki/Flower_bouquet
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- Florist Basket
Flower Gift Baskets Our handled flower baskets let your recipient move it from room to room, so they get to enjoy the fragrant flowers wherever they may be. Flowers in a basket - it's such a thoughtful gift. Send a flower basket with a handle - they are so portable Our charming indoor garden baskets feature summertime shades of yellow and blue in a handled Nantucket basket lets your lucky recipient move it from room to room as the mood strikes. Send a flower gift basket or how about a gift basket of plants? Send a garden in a basket to show your thanks and love. A florist will hand-deliver your flower gift basket Our local florists will deliver your gift basket of flowers or plants the same day if you require. A basket full of beauty, joy and surprise. No matter what - or who - you're celebrating, our Flower Gift Basket collection is filled with just the right gift. Reference : http://www.teleflora.com/gift-baskets/flower-gift-basket-collection-
10980_114394c.asp
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- Fruits Basket
A LITTLE ABOUT OUR GOURMET FRUIT BASKETS Whatever the occasion a birthday gift, a sweet romantic surprise, or a celebration of friendship there is nothing quite like a delicious fresh fruit basket packed with a smorgasbord of fabulous healthy goodies. And who better than The Fruit Company to deliver the finest gourmet baskets with the best-tasting fruit straight to your door? Our mouth-watering fruit gifts including our new organic gift baskets -- are bursting to the brim with a fresh selection of handpicked apples, pears, oranges and other bountiful fruit, direct from our sun-drenched orchards. And for added delight, many include hand-milled cheeses,
decadent chocolate and other specially selected delicacies. Each succulent fruit basket in your choice of styles and assortments is beautifully arranged in an artistically hand-painted watercolor box, wicker basket or whimsical picnic hamper. Reference : http://www.thefruitcompany.com/gourmet-gifts/fruit-baskets
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- Garland flowers
A garland flowers is a decorative wreath or cord, used at festive occasions, which can be hung round a persons neck, or on inanimate objects like Christmas trees. Originally garlands were made of flowers or leaves.
Reference : http://en.wikipedia.org/wiki/Garland
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- Wreath
A wreath is an assortment of flowers, leaves, fruits, twigs or various materials that is constructed to resemble a ring.In English-speaking countries, wreaths are used typically as household ornaments, mainly as Christmas decorations to celebrate the birth of Christ. They are also used in ceremonial events in many cultures around the globe. Wreaths have much history and symbolism associated with them. They are usually made from evergreens and symbolize strength, as evergreens last even throughout the harshest winters. Bay laurel may also be used, and these wreaths are known as laurel wreath. Reference : http://en.wikipedia.org/wiki/Wreath
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- Florists Vase
A vase is an open container, often used to hold cut flowers. It can be made from a number of materials including ceramics and glass. The vase is often decorated and thus used to extend the beauty of its contents. Vases are defined as having a certain anatomy. Lowest is the foot, a distinguishable base to the piece. The design of the base may be bulbous, flat, carinate, or another shape. Next, the body, which forms the main and often largest portion of the piece. Resting atop the body is the shoulder, where the body curves inward. Then the neck, where the vase is given more height. Lastly, the lip, where the vase flares back out at the top. All these attributes can be seen in the picture at right. Many vases are also given handles. Today, the shapes of vases have evolved from the conventional ones to modern designs and shapes. The vase has also developed as an art medium unto itself. The ancient Greeks famously used vases to depict scenes. It has since been developed and in 2003 the winner of the Turner Prize was Grayson Perry, for vase art. Reference : http://en.wikipedia.org/wiki/Vase
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5.2 Production Process and Services Process

5.2.1 Production Process
- Florist bouquet
Materials and equipments. 1. Wrap of bouquet of flowers. 2. A color wire (like wire wrapped candy bags etc). 3. Ribbons of various colors. 4. Cotton 5.Foil. Methods 1. Brings a bouquet is arranged and wrapped a wire tightly enough. 2. Damp cotton cloth and squeeze it towards the end of the stems wrapped bouquet of flowers. 3. Remove foil-wrapped cotton. 4. Bring a bouquet of flowers placed on the wrapper (paper-wrapped bouquets. May have to cut down the size of the bouquet). Gently pleated bouquet wrap. And bound with wire. Then tie the ribbon. 5. Finished
Reference : http://www.arunsawat.com/board/index.php?topic=5999.0 - Florist Vase Materials and equipments. 1. Containers for flower vases. 2. A Deputy of container. 3. Scissors for trimming. 4. The of artificial flowers and leaves. 5. Sand, clay, wire, paper tape, green color Flora Kganmaprgaw. 6. wire number 24 and number 30.
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Reference : http://www.kroobannok.com/blog/20772 - Fruits Vase Materials and equipments 1.Vase 2.Fruits Methods 1. Select the size of the basket of fruit that will suit. 2.Choose fruit with a hard shell, such as apple, orange, green, red apple pear fruit. 3.Soft fruits, such as grapes, mangoes, ripe apple. 4.Foundation paper overhangs the edge of the basket and dressed beautifully.5. The results of the nuts lay before tilting to one side. To sort the smaller side, respectively. The soft fruit, place it on top. The amount relative to the size of the basket. 6.Japan's tie color that looks fresh ears to the basket.
Reference : http://guru.google.co.th/guru/thread?tid=2f6a2a7613923613
- Garland flowers
Materials and equipments 1. Needles or needle short hand. 2. Thread. 3. Vaseline. 4. Ribbon or bow. 5. Scissors. 6. Pliers. 7. Crown flower/ Polar crown./Hibiscus flower stem./Jasmine
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Methods of double-stranded circular garland 1.The second row of the first two leaves, two rose rose by around 2 percent each petal spaced equally. 2.Row 2, the second (the first between the 1st and 2nd row 1) Rose 2 Rose 2 a second. 3.Rows 3-14, as well as hundreds of rows, each row 2 cloves minced between every row always. 4.Note 3 -4 cloves of each row is 1, and the petals spiral pattern at 7-8 in each row is a spiral pattern on the two strands was done to see that these two are moving parallel to the circular needle. 5.If the hundred petals of row 2 in the final segment of the first row of petals, the other one, too, will have a rotating spiral movement pattern is the opposite pattern of moves. Outward to the right. Then recycled back into the left hand. Reference : http://www.baanmaha.com/community/thread27798.html
Wreath
Materials and equipments 1. Papyrus. 2. Flax straw. 3. Crepe paper black. 4. Crepe paper black. 5. Dakamghantns and rose. Methods 1. Bring the papyrus or tied together to form a water droplets. 2. Bring crepe paper black is wrapped around. 3. Bring dakamghantns like a rose embroidered around the wreath.
Reference : http://dogmaijun.blogspot.com/
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5.2.2 Service Process

Lalabelle Florists is flowers by Alternative focuses on the beauty and quality of the flowers in my shop with quality products, on-time delivery. Guarantee to be cheap and fresh. For Pathumthani, we have delivery service.We make perfect fresh flower arrangements for any occasion; birthdays, anniversaries, holiday, Valentines Days, Fathers Days, Mothers Days or Christmas. We arrange flowers in variety style for the event within Bangkok and perimeter.Lala belle florist shop has delivery service to customer inconvenience to receive the product by yourself or the customer want to order products for special occasions to special people. So, Lala bell florist shop has delivery service for convenience of customer. Customer can contact with Lala bell florist shop by via Telephone and Facebook of my shop. Therefore, Lala bell florist shop have delivery within Pathumthani and have charge 50 THB but if ordered exceeding 1,500 THB free charge. 5.3. Facilities Management Property Management Our company located in front of Thamasat University and near the major road that easy to access so our customer can come to our shop easily. It is a good location because in this area include 14 university with our target group. Facilities Planning
Lallbell Florist provides the rest corner for our customer with welcome drink that service by themselves. We also provide the internet Wi-Fi and have car park in front of the shop to give the convenience for our customer.
5.4. Equipment and tools Lalbell Florist will decorate with classic style to make it soft and warm. We selected to buy the equipment by mainly concern on the quality so we get the equipment from many of supplier. Location We rent the building 12,000 Baht per month at Pathum Thani, in front of Thammasat University.
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Label cost Flower arrangement 9,000 baht per person Driver 6,500 baht per person Internet (Wireless) & Telephone Lalabell Florist contact with True Internet to set up Internet (Wireless) and telephone number for our shop. We spend 1,200 baht for internet and telephone.
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Chapter 6 Administration Analysis

Management analysis
Organization Management Organization Management structure is implemented and organized, from ability and knowledge-based of staff teams, the initiatives management follow knowledge and skill of staff within Lalabell florist shop. Management and planning within the work team systematically will be able to make a quality product and efficient service. Resulting in within shop is strengths and potential, rapid growth and profitability gracefully. The full management structure model has roles in every department system of Lalabell florist shop. Lalabell florist shop has the system managed with knowledge and implementation in manager, employee or staff. Lalabell florist shop has four workers, two duty the main:
1. Flower arrangements department 2. Delivery driver or Logistics department
In the future, if Lalabell florist shop will be expanding the business and recruit the employees in each department, as appropriate, and the ability of those people.
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Organization Chart
Lalabell florist shop has eight people within team; the main duty is five and three departments, description by the picture of organization chart as follows
- Flower arrangements department
Managing partner position
- Delivery driver or Logistics department
The Organization Chart picture of Lalabell florist shop
People in the organization 1. Flower arrangements department : (3 person)

20-45 years old. Can be arranged and design fresh flowers. Not limited to gender. Diligent, good human relations, service mind, can work every day. Graduated level is secondary six years or equivalent. Starting salary at 9,000Baht. If the experience will be an advantage.
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2. Delivery driver or Logistics department: (2 person) Can to drive pickup and motorcycles. Have a licensed driver and specialize in destination path. Diligent honest, responsible, good human relations, service mind. Working from Monday -Sunday. If the experience will be an advantage. Salary at 6,500 baht.
Administration expense Employee salary

Wage rate for our organization 1. Employee in the organization - Flower arrangements department 3 person (3x9, 000) = - Delivery driver or logistics 2 person (2x6, 500) = Total salary expense/month **Remark gives 30% bonus of salary per year, not include in salary. 13,000 baht. 40,000 baht. 27,000 baht.
Rental building
The building that we are rent have two floor. We have make contract agreement to rent the building for 1 by 1 year, then we prepayment rental fee at the beginning of January 2012 for 1 year. Total expense rental fee is 12,000x12=144,000 baht.
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Water
(www.pwa.co.th/service/tariff_rate.html)
Electricity
(http://www.terakitswitchboard.com)
Car insurance
Lalabell Florist purchase car insurance with Asia insurance, which the Asia 3 plus on demand. The protection will get 100,000-1,000,000 baht. The taxation of insurance will pay with 6,800 baht per year. Asia 3 plus on demand provide protection coverage people and provide medical treatment more than 400,000baht per times. Reference: http://www.aii.co.th/newasia/product.php?page=product_1&sub_page=product_1_7
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Fire insurance
Lalabell Florist purchase the Asia insurance for business by provide Home save +. We will get the protection more than 600,000 by will pay for insurance is 645.21 646baht per year. Asia insurance provides protection coverage about fire and lightning strikes. Reference: http://www.aii.co.th/newasia/product.php?page=product_2&sub_page=product_2_3
Employee motivation: We will get bonus salary 30 percent per year for convince when employee working.
Administration Expenses 2012
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Marketing Expenses (Sale Incentive)

The marketing expenses will be budgeted of shop to spend an increased amount during in order to rise for company. The expenses will be decrease in low season and increase in high season especially festival.
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Operating expenditure 2016
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Chapter 7 Financial Analysis
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Chapter 8 Risk Management

8.1 Customers needs Giants notes Customer's needs is an important part of most the businesses, especially in a business that takes the extra step of anticipating and providing for an obvious corollary need can generate loyal, repeat customers; and even a humble clerk who is alert to the needs of the customer standing in front of them is sure to advance. Anticipating needs also provides opportunities for personal and professional growth. Customers do not usually make purchases without thinking carefully about their requirements. Wherever there is choice, decisions are involved, and these may be influenced by constantly changing motives. The business should to understand why customers make decisions such as who buys, what they buy and how they buy will, by catering more closely for customers needs, become potentially more successful. However good your product or service is, the simple truth is that no-one will buy it if they don't want it or believe they don't need it. And you won't persuade anyone that they want or need to buy what you're offering unless you clearly understand what it is your customers really want. Knowing and understanding customer needs is at the centre of every successful business, whether it sells directly to individuals or other businesses. Once you have this knowledge, you can use it to persuade potential and existing customers that buying from you is in their best interests. (Crown, 2009) So, the Lalabell Florist will use the method by: We concern in providing high-quality goods and service to customers in terms of both technical performance and implement. Give fairness to customer, to make the customer trustful in Lalabell florist shop. We will friendliness and make relationship with customers to make the customer comfortable and with warmth. Give information are accurate, concise and clearly to customer, to make customer easy to understand. We will tried to meet the customer need is best and make customer satisfy in the business.
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8.2 Economic condition
An economic downturn hits everyone, especially those that seem to thrive off the consumer's discretionary funds. A florist's business is one of them. And, customers have become accustomed to sending flowers for special occasion as a well wishes and condolences. During an economic downturn, consumers tend to scale back on their orders instead of stopping these traditions altogether. (Jonita Davis)
So, the Lalabell Florist will use the method by: Leveraging the balance sheet allows florist business to quickly expand into other markets and goods, especially in fragmented industries. We will use the balance sheet of business to expand the business and increase the profits. Economies of scale is the cost advantages and reduce the cost of material that's not necessary to make more profit
8.3 Technology and communication
The World Wide Web has had a significant impact on traditional florists, with the North American market experiencing a more than 20% decline in traditional, independently owned flower shops since 1998. Purchases from shops are slowly being overtaken by online flower delivery ordering and floral wire services. However, some independent florists have taken to having their own online store, where customers can order online as well as on the telephone. Floral Wire Services play an intermediary role in the flower business, gathering orders on behalf of local retailers and then sending these via proprietary computer systems to florists for fulfillment. The largest floral software providers 1-800-Flowers, FTD, and Teleflora both gather orders and provide access to member florists from non-technology order gatherers such as ProFlowers via their computer systems. Floral Wire Services take a percentage of customers order value for orders provided through their websites and additional fees for the transmission of orders to local florists. (Floristsreview.com, 2009) So, the Lalabell Florist will use the method by: We will use online flower delivery services are websites that allow consumers to order flowers and related items by browsing an online catalogue.
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Promotion the Lalabell florist passed social network such as face book, instagram, twitter, etc. Create web site of Lalabell florist to give information to customer for easy to communication and for make trust in the business. We will delivery service the product and the customer can receive the product timely
8.4 Competitive condition The consumer market for flowers and specialty gifts is highly competitive, and consumers can purchase the products we offer from numerous sources, including traditional retail florists, supermarkets, specialty gift retailers and large nationwide floral marketers. The United Online (UNTD), 2009 states, we believe competition in the consumer market will likely intensify. Supermarkets and nationwide floral marketers have been gaining market share over retail florists as consumers continue to shift more of their floral purchases to these channels. We expect the sales volumes at supermarkets and other mass market retailers to continue to increase and other nationwide floral marketers will continue to increase their competition with us. In particular, the nature of the Internet as a marketplace facilitates competitive entry and comparative shopping. Some of our competitors may have significant competitive advantages over us, may devote significantly greater resources to marketing campaigns or other aspects of their business or may respond more quickly and effectively than we can change opportunities or customer requirements. So, the Lalabell Florist will use the method by: We will create promotion to attract customer such as get 1 buy 1 free, discount, etc. Produce the goods is high quality but sell same price or produce the goods is same quality but sell in low price than competitors. Create the goods is unique, different from competitor and exotic goods to make customer awareness and remember in this goods
* Competition Analysis in Ch.3
8.5 Safety risk According to Rose Brown note that, most people do not associate flowers with danger, but maintaining occupational safety is an important element of florists' work. Florists routinely work with tools and materials that are potentially dangerous if sound techniques for florist occupational safety are not observed.
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So, the Lalabell Florist will use the method by: Handling sharp tools is florists use sharp knives, scissors and shears every day to cut flowers and other materials. So, we are trained to handle these tools carefully to avoid cutting themselves or others. Working with water is florists work around water-filled buckets and vases every day, which can result in dangerously slippery floors. So, we are trained to avoid spills, and to clean up spills promptly to prevent falls. Wear the gloves to protect skin on our hands from exposure to numerous potentially harmful materials, including rose thorns, pesticide residue on flowers, and bleach that is sometimes used to clean flower buckets. Some florists also wear thick rubber gloves to protect our skin from being cut by the sharp tools that we use. Body Aches, florists must strive to care for our bodies while they work. We tend to be on their feet all day, so we typically stand on shock-absorbing rubber mats to prevent foot, leg, back, and neck pain, and to avoid developing chronic pain in any of these areas. Avoiding exposure to harmful substances is many florists use bleach to keep our water buckets clean, and powder or liquid forms of floral preservative to maintain the freshness of flowers. Florists must limit our exposure to these and other potentially harmful substances by avoiding contact with skin, keeping them away from food or drink, and never ingesting our.
* Detail about insurance p. 8.6 Internal Forces The Owner The risk of harmony in the organization occurs from several causes such as opinions are mismatched, not understood in organization and several causes. So, the risk can occur s both owner and partner in flower shop. The conflict of all partners It is normal for people work together have a conflict because many people many ideas. Impatience Nowadays, economics of flower is extravagant thing. The entrepreneur has not patience to wait customer. Bad human relation Human relation and service mind is very important for customer. If the entrepreneur have service mind or have care customer it make customer loyalty, But the entrepreneur don't care,
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moody, sullen with the customer it make the customer not come to the service our shop and have word of mouth about bad relation. Human Resources Recruitment the employee to work in organization have risk. Because recruitment the employee in our shop recruitment from educational background and knowledge about flower but don't have experimental work so, have the risk because our shop don't know the employee work good or not. The Lalabell florist shop have delivery service may be an accident with the driver if the driver be senseless and the other one is employee work about flower embellishment have the risk about scissors, wire etc. So, our shop have insurance for employee and have reward in the every festival for employee have incentive in work and our shop take care employee like our own family. Integrity Risk In the organization have risk is honesty and integrity of the employee. So, in the work should have responsibility in their duty both employer and employee and our shop have the consulting in work for employee doesnt understand about worked. The shop have guideline to employee for the efficiency of work, product, and satisfaction of the customer. Employee Fraud Employees should have responsibility with work was assigned and should have honest. If have employee fraud which it affect to organization as follows: Accounting department Employees have duty about accounting may be occur easy to fraud because employee can make phony accounts in accounting. So, our shop should be prevent by checking accounting time, If have employee fraud is make our shop lack the profit.
Time management risk In the every festival or when the customer come to shop a lot of. So, cause many problems the employee can't manage time and can't take care the customers not good. There for problems as following: Delay of delivery Delay of delivery may be make the customer dissatisfaction and may be make the customer lose of trust in the service how to solve the problem the shop should be say sorry to customer and tell about the reason why delay of delivery and should have the gift for apology.
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Customer is late When the customer is late and not come to get the product. The shop should be call to customer and ask the customer busy or not, if the customer inconvenient come to get the product the shop should be tell the customer the shop have delivery service for convenient. Moral Moral is important in work. If in the organization don't have the moral it make the organization lose the profit such as the employee dishonest accounting or bring the equipment of organization to sell. The organization should be check about financial carefully and should have plan about financial system and set the password in computer for have important the data. If have the employee fraud the shop have punish serious fraud cases. Operational Risk The risk in operation have many reason and can't the inevitable. Therefore, the shop should have way for prevented. Situation: the employee has accident by car the shop should have insurance for employee. Communication The communication is use the reason not use the emotion and employee and employer or partner should be listen the reason each other to discuss the problem and discuss to solve the problem.
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Sale risk if in increase or decrease Lallabell Floriost shop Sale Increase 5%

Description Revenue Sale Total revenue Cost of goods sold Materials Equipment Labor Total cost of goods sold Gross Income Operating Expense General Administrative Depreciation Total Operating Expense Net income before operation Operation Incomes (loss) Interest expense (10%) Total Operating Income Income before income tax Provision income taxes (15%) Net profit Retained Earning Year1 4,726,239 4,726,239 1,923,535 263,303 480,000 2,666,838 2,059,401 695,225 112,596 807,821 1,251,580 125,158 125,158 1,126,422 168,963 957,459 957,459 Year2 4,760,595 4,760,595 2,189,395 71,143 528,000 2,788,538 1,972,057 694,975 112,596 807,571 1,164,486 116,448 116,448 1,048,038 157,205 890,833 890,833 Year3 4,906,020 4,906,020 2,302,255 71,143 576,000 2,949,398 1,956,622 696,475 112,596 809,071 1,147,551 114,755 114,755 1,032,796 154,919 877,877 877,877 Year4 5,274,339 5,274,339 2,302,825 71,143 624,000 2,997,968 2,276,371 697,725 112,596 810,321 1,466,050 146,605 146,605 1,319,445 197,917 1,121,528 1,121,528 Year5 5,454,645 5,454,645 2,302,825 71143 672,000 3,045,968 2,408,677 698,775 112,596 811,371 1,597,306 159,731 159,731 1,437,575 215,636 1,221,939 1,221,939
In the table if the sale increase 5% is effect to our net income. The net income of each year will increase 5% follow this Year 1 2 3 4 5
.
Income of our business 785,289 596,122 735,569 959,203 1,020,976
Income from sale increases 5% 957,459 890,833 877,877 1,121,528 1,221,939
The result makes our business have the less profit every year So if increase in sales 5%,will have the risk by profit increase much and increase in bonus of employees.
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Lallabell Floriost shop Sale Increase 10%

Description Revenue Sale Total revenue Cost of goods sold Materials Equipment Labor Total cost of goods sold Gross Income Operating Expense General Administrative Depreciation Total Operating Expense Net income before operation Operation Incomes (loss) Interest expense (10%) Total Operating Income Income before income tax Provision income taxes (15%) Net profit Retained Earning Year1 4,951,298 4,951,298 1,923,535 263,303 480,000 2,666,838 2,284,460 695,225 112,596 807,821 1,476,639 Year2 4,987,290 4,987,290 2,189,395 71,143 528,000 2,788,538 2,198,752 694,975 112,596 807,571 1,391,181 Year3 5,139,640 5,139,640 2,302,255 71,143 576,000 2,949,398 2,190,242 696,475 112,596 809,071 1,381,171 Year4 5,525,498 5,525,498 2,302,825 71,143 624,000 2,997,968 2,527,530 697,725 112,596 810,321 1,717,209 Year5 5,714,390 5,714,390 2,302,825 71143 672,000 3,045,968 2,668,422 698,775 112,596 811,371 1,857,051
147,664 147,664 1,328,975 199,346 1,129,629 1,129,629
139,118 139,118 1,252,063 187,809 1,064,254 1,064,254
138,117 138,117 1,243,054 186,458 1,056,596 1,056,596
171,720 171,720 1,545,489 231,823 1,313,666 1,313,666
185,705 185,705 1,671,346 250,701 1,420,645 1,420,645
In the table if the sale increase 10% is effect to our net income. The net income of each year will increase 10% follow this Year 1 2 3 4 5 Income of our business 785,289 596,122 735,569 959,203 1,020,976 Income from sale increases 10% 1,129,629 1,064,254 1,056,596 1,313,666 1,420,645
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Lallabell Floriost shop Sale Increase 15%

Description Revenue Sale Total revenue Cost of goods sold Materials Equipment Labor Total cost of goods sold Gross Income Operating Expense General Administrative Depreciation Total Operating Expense Net income before operation Operation Incomes (loss) Interest expense (10%) Total Operating Income Income before income tax Provision income taxes (15%) Net profit Retained Earning Year1 5,176,357 5,176,357 1,923,535 263,303 480,000 2,666,838 2,509,519 695,225 112,596 807,821 1,701,698 170,169 170,169 1,531,529 229,729 1,301,800 1,301,800 Year2 5,213,985 5,213,985 2,189,395 71,143 528,000 2,788,538 2,425,447 694,975 112,596 807,571 1,617,876 161,787 161,787 1,456,089 218,413 1,237,676 1,237,676 Year3 5,373,260 5,373,260 2,302,255 71,143 576,000 2,949,398 2,423,862 696,475 112,596 809,071 1,614,791 161,479 161,479 1,453,312 217,996 1,235,316 1,235,316 Year4 5,776,657 5,776,657 2,302,825 71,143 624,000 2,997,968 2,778,689 697,725 112,596 810,321 1,968,368 196,836 196,836 1,771,532 265,729 1,505,803 1,505,803 Year5 5,974,135 5,974,135 2,302,825 71143 672,000 3,045,968 2,928,167 698,775 112,596 811,371 2,116,796 211,679 211,679 1,905,117 285,767 1,619,350 1,619,350
In the table if the sale increase 15% is effect to our net income. The net income of each year will increase 15% follow this
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Year 1 2 3 4 5
Income from sale increases 15% 1,301,800 1,237,676 1,235,316 1,505,803 1,619,350
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In the table if the sales decrease 5% it will have an effect to net income. The net income of each year will increase 5% follow this
.
Year 1 2 3 4 5
Income from sale decreases 5% 613,119 543,989 520,438 732,256 824,530
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.
Year 1 2 3 4 5
Income from sale decreases 5% 518,763 370,567 341,719 545,119 1,609,468
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Year 1 2 3 4 5
Income from sale decreases 5% 279,429 197,146 163,00 352,983 427,120
From the estimated of sale decrease 5%, 10%, and 15% we can see that more sale decrease, more risk to get bankrupt.
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Chapter 9 Summary
Lallabell Florist shop start the business in 2013 Thailand, we choose the location at Pathum Thani province in front of Thammasat University. The reason that we choose Pathun Thani because there are 14 university with our target group. Our shop will provide with 7 kind of flower arrangement and also do an event. Flower arrangement are including with bouquet, basket, fruit basket, garland, vase, wreath, and funeral layout. Most of flower we will order from Phaklong Talad because there are low costs. For the service we also have service delivery to our customer by have some charge depend on the distance. Our staff will be one manager to operate the business, three person for flower arrangement, and two person for driver. The building that we rent located in the main road and include with three floors. To make other people well-known our shop will advertise
through the internet and give the brochure in each university and also have sale promotion to the customer for our first month opening. By the way Lallabell florist shop decides to borrow the money from the investor to invest the business and we will payback as interest in monthly within 5 year.For the future we will expand our service as a one stop service and have more design. We will have flower arrangement contest to find a new creation to provide to our customer and tries to maintain and developed our product quality as much as we can.
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References
www.holidaythai.com/Thailand-Attractions-1034.htm, https:// www. First love flower shop.com http://www.thairegistration.com http://www.bma.go.th http://www.orchidflowerspathum.net/index.php/home http://www.loveyoueveryday.com/th/-mainmenu-31.html http://www.storyofflower.com/ http://flo523.furnitureonlinemarket.com/ www.truck2hand.com http://www.jaroensupply.com/product http://www.sun-hui.com/product.detai http://www.hi-tech.asia http://www.trisinfurniture.com http://www.allforcraft.com http://www.thefruitcompany.com/gourmet-gifts/fruit-baskets http://en.wikipedia.org/wiki/Garland http://www.arunsawat.com/board/index.php?topic=5999.0 http://www.kroobannok.com/blog/20772 http://www.baanmaha.com/community/thread27798.html http://dogmaijun.blogspot.com/ http://www.aii.co.th/newasia/product.php?page=product_1&sub_page=product_1_7 http://www.aii.co.th/newasia/product.php?page=product_2&sub_page=product_2_3
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LALABELL FLORIST SHOP
PRESENT TO AJ. CHAIYAWAT THONGINTR
PREPARE BY
MISS KATTAREYA
MISS CHORPAKA MISS NILOBON
SUTTAWONG
TRIJARUNLRD TACHASAI
5331205008 5331205019 5331205040
MISS PHONTHIP MISS WANWISA MISS WEENA MISS SIRIKWAN MISS SIRIPAT
SEEYA THAPAKSORN JANGNAM PHETPRASOMKOON
5331205055 5331205076 5331205082 5331205084
CHAICHALERMMONGKOL 5331205093
PROJECT FEASIBILITY STUDY AND EVALUATION SCHOOL OF MANAGEMENT MAE FAH LUANG UNIVERSITY

Section 2, Seat 3: Lallabell Florist Shop

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Section 2, Seat 3: Lallabell Florist Shop

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1

17-22 23-26 27-28 29-34

Miss Sirikwan Phetprasomkoon Miss Siripat Chaichalermmonkol

1.2 Project objective(s)

1.3 Benefit(s) of project

Time frame of study

Chapter 2 Industry Profile

2.4 Situation of Industry

Lamlukka, Pathum Thani, Thailand. ( Rakbankerd.Com , 2011)

2 .5 products and services

Arrange the basket of flowers

Arrange the Wreath

Vase of fresh flowers

(Source: https:// www. First love flower shop.com)

Chapter 3 Market Analysis

3.2 Competition Analysis (3C Analysis)

Strength The shop provides delivery for their customers. http://profile.yellowpages.co.th/516578930740001 -

The shop provides many choices for customer.

The shop have a clearly website.

Phannee Rungsit Strength Weakness The products do not interest. No delivery.

The shop also provides the event service to the customer.

Provide clearly address and the way to contact.

Rungsit florist Strength Weakness High price No delivery

There are a lot of designs for customer.

3.3 STP Analysis

3.4 SWOT Analysis Strength

3.5 Marketing Mix Strategy

Figure 3.1 Logo of Lala bell shop

(Source: https:// www.truck2hand.com)

3.5.7 Sale forecast

Chapter 4 Technical Feasibility Study

Car use delivery

an investment also Price 309, 000 Baht.

The freezer flowers Price 30,000 Baht.

Material values per month Price 2,000 Baht

Car Fuel 4,000 per month

8,000 2,000 4,000 49,000 11,700 15,990 2,500 133,190

16,000 24,000 4,000 49,000 11,700 15,990 2,500

*Cost of material may be change depend on the seasonal

Pre-inventory cost oil value water value

Electricity expense / month

2,842 1,200 40,000 60,000 3,000 6,800

12,000 40,000 8,000 2,000 4,000 1,400

12,000 40,000 16,000 24,000 4,000 1,400

Depreciation Table 1. Administration and Operation depreciation 2012

Depreciation 2012 Mar Apr May

449828 7498.5 562,786 9,383

7498.5 7498.5 9,383 9,383

7498.5 7498.5 9,383 9,383

7498.5 7498.5 9,383 9,383

7498.5 89982 9,383 112,590

Table 1. Administration and Operation depreciation 2013

Depreciation 2013 Mar Apr May

Table 1. Administration and Operation depreciation 2014

Depreciation 2014 Mar Apr May

Table 1. Administration and Operation depreciation 2015

Depreciation 2015 Feb Mar Apr May

16,000 16,000 1,600 5,194

667 667 67 217

667 667 67 217

667 667 67 217

667 667 67 217

667 667 67 217