商业计划书方案.doc

商业计划书方案【理大国际学生创新挑战赛】商业计划书编写教程（一） 2009-03-23 10:30 | (分类:默认分类) Business Plan WritingBackChapter 1 Introduction - What is a Business Plan?The fundamental role of a business plan is to generate a framework that evaluates all aspects of the economic feasibility of the business project including an explanation and analysis of the business prospects.商业计划的基础职责是创建一个框架，以能评估商业项目的经济可行性，包括解释和分析商业前景。Functions of a Business Plan:商业计划的功能 It can determine and focus your business objective. 他可以决定和集中你的商业目标 It can be used as a selling tool to acquire finance. 他可以用来作为营销工具以用来获得资金 It can reveal omissions and weaknesses in the planning process. 他可以显示出你计划进程中的遗漏和不足 It can be used to solicit opinions and advices from experts about your business. 他可以用来征求专家关于您的项目的意见和建议In order to write a successful business plan, the following steps are important to notice before you start:为了写一份成功的商业计划，在你开始之前下面的步骤需要重视 Write out the primitive business concept. 写出原始的商业理念 Collect all the necessary information on the feasibility and the specifics of your business concept. 收集所有关于可行性的必要的信息以及你的具体的商业理念 Focus and perfect your concept based on the data you have collected. 基于你收集的数据，关注并完善你的商业理念 Draft the particulars of your business. 拟定出您的商业项目的详情 Put your plan into a convincing form. 将您的计划以一个有说服力的形式展现出来The course starting from the next chapter will help you create a business plan, which is divided into seven key elements through chapter two to chapter eight, including descriptions, guidelines for creation and tips for avoiding common mistakes, together with a business plan sample and financial statements formats in the appendices.本教程从下一章节开始帮您创建一个商业计划，它被分为7个重要部分，从第二章到第八章，包括描述、准则建立和常见错误避免提示、连同包含一份商业计划样本和财务报表格式的附录。【理大国际学生创新挑战赛】商业计划书编写教程（二） 2009-03-23 12:46 | (分类:默认分类) Business Plan WritingBackChapter 2 Introductory Elements第二章 介绍性内容 The very first part of your business plan includes the introductory elements, which is the cover page, executive summary, and table of contents. It creates the first impression of the whole investment project to your readers. In such case, the introductory elements, especially the executive summary, decide whether your readers will read the rest of your plan or not. Furthermore, the table of contents indicates how well you have organized the entire plan. Therefore, all of your introductory elements must be of good quality both in appearance and substance.您的商业计划的第一部分应该包括介绍性的内容，比如封面、执行总结（内容提要）以及目录。他会给你的读者关于整个投资项目的第一印象。可以这么说，介绍性内容尤其是执行总结，决定了读者是否会继续阅读你的商业计划的余下内容。此外，目录还暗示出你是如何组织整个计划的。因此，计划书的介绍性元素在外观和内容上都要拥有很高的质量。A) Cover Page 封面 The cover page should be a simple page that contains the project name and the presenting teams name. Also include the words Business Plan as the heading of the page.封面应当是一个包括项目名称和团队名称简单页面，当然你也可以把“商业计划”的字眼作为封面页面的标题。B) Executive Summary 执行总结 The executive summary is an introduction to your project. It is the part within the business plan that most readers will go through first. Investors will read the executive summary first to get a snapshot of your project and to evaluate your professionalism and the feasibility of your business.执行总结是对于您们项目的一个介绍。这是商业计划中大多数读者将首先阅读的一部分。投资者往往通过执行总结对您的项目留下第一印象，并且对项目的可行性和团队的专业性进行评估。As the executive summary is the most important part in your business plan, prepare it when you have finished the whole plan. When you write on other sections of your plan, extract few sentences for insertion in your executive summary. This work will remind you to include the essence of these sections. The executive summary should be kept in brief, to the point and interesting, and should consist of the followings in brief:由于执行总结是计划书中最重要的一部分，你可以在完成整个计划之后再来书写这一部分。当你书写其他章节时，你从中可以摘录几句到你的执行终结中去。这项工作将帮助你记住每个章节的概要。执行终结应该简洁、突出重点、有趣、而且包括后续章节的概要。 A description of your company, including your products or services 对你们公司的描述，包括贵公司的产品和服务 Your mission statement 你们的任务说明 Your businesss management team 你们的管理团队 The market and your prospect customers 市场和你们的期望客户 Marketing and sales strategy 市场和销售战略 Financial projections 财务预测 The executive summary will end with a summary statement, usually a persuasive sentence, which are designed to convince the readers that your business is a winner.执行总结最好以一句总结结尾，通常是一句有说服力的语句，用来说服读者相信您的项目将成功。It is extremely important to know that the executive summary is the first thing all readers will examine. If your executive summary is written badly, then it will be the last thing that people will read and ignore the rest of your whole plan.你必须明确一点，执行总结将是读者审阅计划书的第一部分。如果执行总结写的很烂，那么最后的事将是人们会看，但忘记整个计划的余下部分。C) Table of Contents 目录 The purpose of the table of contents is to provide readers a quick and easy way to find particular sections of the plan. All pages of your business plan should be numbered and the table of contents should include page numbers. After you have assembled your plan and numbered your pages, go back to the table of contents and insert the page numbers. Make sure you have created headings for all major sections and subsections.目录是为了为读者阅读计划书各个章节提供一个快速简便的途径。整本计划书每一页都应当有页码，而且目录也应该标出章节的页码。当你完成计划书编写和页码的编制，你可以回到目录并把页码添加进去。确保所有章节、小节的标题都列在目录中。【理大国际学生创新挑战赛】商业计划书编写教程（三） 2009-03-23 12:47 | (分类:默认分类) Business Plan WritingBack Chapter 3 Business Description 项目介绍 Your business plan must be able to project a clear picture of what your business is about. The business description is your corporate vision that includes: what industry you are in, what products or services you can offer, what is your position within the market, and at what price range are you going to sell your products or services.您的商业计划应该让别人清晰的看到你们的业务是什么。业务描述是你们的企业愿景，其中包括：你们处于哪个行业，你们的产品/服务是什么，你们处于市场中是一个什么样的地位，以及你们的产品/服务打算卖多少钱。 A) Industry Overview 行业综述 This section is a brief overview of the industry you will be setting up your business in. To impress readers, you will need to demonstrate that you are in a hot industry with a good prospect.这一部分是对业务所处的行业的一个概述。为了给读者留下印象，您需要证明您处在一个前景看好的火热行业中。The following points will help you gather information on describing the industry circumstances:下面的要点将帮助你收集关于描述行业环境的信息 What is the size of your industry? 行业的规模有多大 Who are the leaders in this industry? 谁是这个行业的领军者 What are the markets for this industry? 这个行业的市场是什么 What economic trends will affect this industry? 什么样的经济趋势会影响到这个行业 What is the long-term view for this industry? 这个行业的远景如何 What are the barriers to entry in this industry? 这个行业的进入壁垒是什么 In order to gain more statistics and information regarding different industrial sectors, you can visit the government trade department website in your own country. You can collect more information about industries and trade demographics from your government statistics department, local chamber of commerce or economic development center, etc. Try to collect as up-to-date research information as possible.为了获得关于某一工业部门的统计数据和信息，你可以访问当地政府的商业部门网站。你也可以从政府统计部门、当地商会或者经济发展中心等等机构收集更多的关于行业和贸易特征的信息。尽可能去收集一些最新的研究数据、信息。The following are some skills for writing on this section:下面是书写这一部分的一些技巧 Dont just base your business plan on assumptions. Backing up with solid research work and realistic demographics will make your plan seem more reliable. Quote for all the sources of these data. 不要将你们的商业计划基于一个假设。扎实的调研数据、真实可信的行业特征将帮助你的商业计划更加可信。标注出这些信息的来源 Collect industry and seasonal trends from business newspapers and magazines. 从商业报刊上收集行业和季度发展趋势 Listing out possible risks your company or your industry may encounter demonstrates pragmatic research work. Make sure to include how your companys policy or marketing strategy can overcome such risks. 列出公司或者行业可能遇到的风险，这会让大家觉得调研数据很务实。但一定也要写出面对风险，你们公司的策略或市场战略将如何应对。 B) Company Summary 公司简介 The purpose of this section is to give the readers a clear point of view about your company. Start with a mission statement on who your product or service is targeted to. Then elaborate more on the technical aspects of your company. Maintain your writing in a story telling form to keep it interesting. Good points for discussion are:你可以通过这一章节让读者清晰的看到你们公司是什么样子的。你可以在一开始就说明你们的产品/服务的对象是谁。然后详细描述你们的技术现状如何。最好像写故事一样，让你们的公司简介读起来生动有趣。可以详细论述的要点有： What kind of role is the company playing? Wholesaler? Retailer? Manufacturer? Service Provider? 公司的角色是什么样的？批发商？零售店？制造商？还是服务提供商？ What is the legal structure for the business? Sole proprietorship? Corporation? Partnership? 你们公司的法律形式是什么样的？独资？合资？还是合伙人？ Who are the companys principal owners and what pertinent experience do they bring? 谁是公司的主要拥有着，他们会带来什么样的有益的经验？ What market needs will you meet? Who will you sell to? How will your products or services be sold? 我们的供应市场如何？我们的产品/服务卖给谁？你的产品/服务将如何出售？ What kind of supportive systems will be utilized? Customer service? Advertising? Promotion? 将采用哪些支持系统？客户服务？广告？推销？ Overall, this section of your business plan should give the readers a better understanding of what your company is about. Again, keep it concise and avoid irrelevant personal information.总之，这一部分应当让读者对于你们的公司有更加深刻的认识。此外，确保语言简练并避免无关的信息。C) Products or Services 产品或服务 In this section, provide in details of each of your products or services. Describe who are the end users. Highlight the specific features or functions of your products.在这一章节，相信的描述产品/服务的每一个细节。描述一下最终顾客是什么样子的。突出产品的具体特征和功能。 Here, you have to emphasize your USP, Unique Selling Point. This is what most bankers and investors would like to explore. Without a Unique Selling Point, your products or services will not be interesting at all and you will not be able to convince people to consume them.在这里，你必须强调你的专利。这是很多银行家和风投商最想看到的。没有专利，你的产品将变得毫无吸引力，你也很难说服人们去购买它。Examples of USP for several different products:不同产品的专利实例 Head & Shoulders: You get rid of dandruff 海飞丝：告别头屑 Olay: You get younger-looking skin 玉兰油： Red Bull: Gives you wings 红牛：让你飞翔 Dominos Pizza: You get fresh, hot pizza delivered to your door in 30 minutes or less - or its free. FedEx: When your package absolutely, positively has to get there overnight M&Ms: The milk chocolate only melts in your mouth, not in your hand Also, you may mention a comparison of the products or services your competitors are offering in relation to yours, and how your products can prevail in this market. Think of a number of reasons for this - it is a new technology to the market, the location is excellent, the market is ready for your product, the product has a competitive production cost such that it can be sold at a lower price, etc.当然，你还可以提起一些你和竞争对手的对比，以及你的产品凭借何种优势在市场中立足。你可以从这些角度论述你的优势：这是一项新技术、区域优势十分明显、市场已经形成、这是一个具有竞争力的而且可以低价出售的产品等等。D) Positioning 定位 Your position is your standing point in the marketplace. It is about where your products and those of your competitors will set in the market. As you cannot sell your products to all customers within the market, your positioning is based on how much you will charge and which group of customers you are targeting. The following factors can help you find your position in the market:定位指的是你们将在市场中处于何种位置。这关乎你和你的竞争对手将会以何种姿态存在于市场中。如果你不能将产品卖给所有顾客，那么你的定位应该以目标市场的大小为基础。下面的内容将帮助你更好的寻找自己的定位。o What uniqueness does your product or service have? 你的产品/服务有多少独特之处？ o What customer demand does your product satisfy? 你的产品会满足顾客的那些需求？ o How do you want people to view your products or services? Hi-tech and expensive products with better design or cheaper products with fewer functions? 你希望顾客如何看待你的产品？高技术讲个昂贵设计精美还是功能简洁价格低廉？ o How do your competitors position themselves within the market? 在市场中你的竞争对手是如何定位自己的？ After analyzing the above factors yon can now clearly know where you can position yourself, and show the readers a clear picture of which part of the market your products will be sold.在分析上述因素后，你会很清楚的知道你该如何定位自己，然后清晰的展示给读者你产品的市场是哪个部分。E) Pricing Strategy 价格策略 Your pricing strategy demonstrates how you will make a profit while allowing the price to remain competitive. When calculating the price, identify fixed costs and variable costs. Determine a breakeven point, that is, how many products do you have to sell in order to cover your fixed costs. These can be derived from the financial section later in the plan. You may have to consider constructing your financial section before completing this topic.您的定价策略表明你会怎样赚取利润，同时使价格保持竞争力。当计算价格时分清固定成本和变动成本。确定一个盈亏平衡点，即你买多少产品时能够不亏不赚。这些数据都应来源于计划书的财务部份。当然，你也可以在完成财务分析之后再完成此章节。You may also discuss whether your price will be lower or higher than your competitors and why you can maintain your market share in the presence of competition so that your can make profits. For example, a souvenir shop sets higher prices since it considers its products to be luxury items. A cafe in an expensive location may charge slightly more than other restaurants to cope with higher spending customers.你们应该论述一下定价是应该高于你的竞争对手还是低于你的竞争对手、为什么在竞争中你可以保持你的市场份额并获取利润。比如一个纪念品商店采取高价策略，因为他认为他的商品都是奢侈品。一个开在高档消费区的咖啡馆会比其他地方的餐馆要贵一些，因为她面对的都是高消费的顾客。However, investors are trained to reject business plans in which the products or services will be higher in quality and lower in price than those of their competitors. This creates a bad impression since it is inherently unrealistic. If you really have a higher quality product, it is more likely that you will charge more to consumers with a higher demand.而且，风险投资者往往拒绝接受对高质量的产品制定比竞争对手价格低的商业计划书。这将会给别人制造一个不好的印象，这样的计划也是不切实际的。如果你真的拥有一个高质量的产品并能满足顾客更多的需求，理所当然你可以向你的顾客收取更多的费用。【理大国际学生创新挑战赛】商业计划书编写教程（四） 2009-03-23 12:51 | (分类:默认分类) Business Plan WritingBack 点击可看原文Chapter 4 Market Analysis 第四章 市场分析 This section is to provide facts to convince readers that your business has enough customers in an industry, and can create sales in the face of competition. It is one of the most important parts of the plan. Taking into account the current market size and trends, you may have to perform extensive research on this. Many of the financial requirements, such as manufacturing and marketing costs, and the amount of capital that you need, will be based on the sales estimation you have created here.这一部分是为了使读者明白，您在行业中有足够的顾客而且可以在竞争面前创造销量。这是整本计划书最重要的部分。在这一部分中，你应当对市场进行大量的研究以便于计算市场规模和预测发展趋势。在这一部分将会为财务分析中大量的基础数据提供依据，如制造成本、营销成本，以及需要的资金规模等等。 A) Customer Analysis 客户分析 The description of your target customers defines the characteristics of the people whom you want to sell your products to. In here you will describe whether your customers are price elastic or quality conscious.描述一下你的目标客户的基本特征。在这里你应当谈一下你的客户是否具有价格弹性和质量意识。 Before analyzing your customers, research work is necessary. Use the following questions to start with your analysis: 再分析你的客户之前，调研工作非常重要。下面的问题将帮助你开始你的分析 How old are they? 他们多大了？