商業(yè)計劃書方案

1、商業(yè)計劃書方案【理大國際學(xué)生創(chuàng)新挑戰(zhàn)賽】商業(yè)計劃書編寫教程（一）2009-03-23 10:30|（分類:默認分類）Bus in ess Pla n Writ ingBackChapter 1 In troduct ion - What is a Bus in ess Pla n?The fun dame ntal role of a bus in ess pla n is to gen erate a framework t hat evaluates all aspects of the econo mic feasibility of the bus ines s project in

2、clud ing an expla nati on and an alysis of the bus in ess pros pects.商業(yè)計劃的基礎(chǔ)職責(zé)是創(chuàng)建一個框架，以能評估商業(yè)項目的經(jīng)濟可行性，包括 解釋和分析商業(yè)前景。Fun cti ons of a Bus in ess Pla n:商業(yè)計劃的功能It can determ ine and focus your bus in ess objective.他可以決定和集中你的商業(yè)目標(biāo)It can be used as a selli ng tool to acquire finan ce.他可以用來作為營銷工具以用來獲得資金It ca

3、n reveal omissi ons and weak nesses in the pla nning process.他可以顯示出你計劃進程中的遺漏和不足It can be used to solicit opinions and advices from experts about your bus in ess.他可以用來征求專家關(guān)于您的項目的意見和建議In order to write a successful bus in ess pla n, the follow ing steps are importa nt to no tice before you start: 為了寫一

4、份成功的商業(yè)計劃，在你開始之前下面的步驟需要重視Write out the primitive bus in ess con cept.寫出原始的商業(yè)理念Collect all the necessary information on the feasibility and the specifics of your bus in ess con cept.收集所有關(guān)于可行性的必要的信息以及你的具體的商業(yè)理念Focus and perfect your con cept based on the data you have collected.基于你收集的數(shù)據(jù)，關(guān)注并完善你的商業(yè)理念Draft

5、 the particulars of your busi ness.擬定出您的商業(yè)項目的詳情Put your plan into a con vi ncing form.將您的計劃以一個有說服力的形式展現(xiàn)出來The course starting from the next chapter will help you create a bus in ess pla n, which is divided into seve n key eleme nts through chapter two to chapter eight, including descriptions, guideli

6、nes for creati on and tips for avoid ing com mon mistakes, together with a bus in ess p Ian sample and finan cial stateme nts formats in the appe ndices.本教程從下一章節(jié)開始幫您創(chuàng)建一個商業(yè)計劃，它被分為7個重要部分，從第二章到第八章，包括描述、準則建立和常見錯誤避免提示、連同包含一份商業(yè) 計劃樣本和財務(wù)報表格式的附錄?！纠泶髧H學(xué)生創(chuàng)新挑戰(zhàn)賽】商業(yè)計劃書編寫教程（二）2009-03-23 12:46|（分類:默認分類）Bus in ess P

7、la n Writ ingBackChapter 2 In troductory Eleme nts第二章介紹性內(nèi)容The very first part of your bus in ess pla n in cludes the in troductory eleme nts, which is the cover page, executive summary, and table of c on ten ts. It creates the first impressi on of the whole inv estme nt pro ject to your readers .In

8、such case, the in troductory eleme nts, espec ially the executive summary, decide whether your readers will read t he rest of your pla n or not. Furthermore, the table of contents indi cates how well you have orga ni zed the en tire pla n. Therefore, all of your in troductory eleme nts must be of go

9、od quality both in appeara n ce and substa nee.您的商業(yè)計劃的第一部分應(yīng)該包括介紹性的內(nèi)容，比如封面、執(zhí)行總結(jié)（內(nèi)容 提要）以及目錄。他會給你的讀者關(guān)于整個投資項目的第一印象。可以這么說， 介紹性內(nèi)容尤其是執(zhí)行總結(jié)，決定了讀者是否會繼續(xù)閱讀你的商業(yè)計劃的余下 內(nèi)容。此外，目錄還暗示出你是如何組織整個計劃的。因此，計劃書的介紹性 元素在外觀和內(nèi)容上都要擁有很高的質(zhì)量。A）Cover Page 封面The cover page should be a simple page that contains the project nam e and the

10、 prese nti ng team's n ame. Also in clude the words "Bus in ess P Ian" as the head ing of the page.封面應(yīng)當(dāng)是一個包括項目名稱和團隊名稱簡單頁面，當(dāng)然你也可以把“商業(yè)計 劃”的字眼作為封面頁面的標(biāo)題。B）Executive Summary 執(zhí)行總結(jié)The executive summary is an introduction to your project. It is the part with in the bus in ess pla n that most r

11、eaders will go through firs t. I nv estors will read the executive summary first to get a sn apshot of your project and to evaluate your professi on alism and the feasib ility of your bus in ess.執(zhí)行總結(jié)是對于您們項目的一個介紹。這是商業(yè)計劃中大多數(shù)讀者將首先閱讀 的一部分。投資者往往通過執(zhí)行總結(jié)對您的項目留下第一印象，并且對項目的 可行性和團隊的專業(yè)性進行評估。As the executive sum

12、mary is the most importa nt part in your bus in ess plan, prepare it when you have finished the whole plan. When you wr ite on other secti ons of your pla n, extract few senten ces for insert ion in your executive summary. This work will remi nd you to in clude the esse nee of these secti ons. The e

13、xecutive summary should be kept in brief, to the point and in teresti ng, and should con sist of the fo llow ings in brief:由于執(zhí)行總結(jié)是計劃書中最重要的一部分，你可以在完成整個計劃之后再來書 寫這一部分。當(dāng)你書寫其他章節(jié)時，你從中可以摘錄幾句到你的執(zhí)行終結(jié)中去。 這項工作將幫助你記住每個章節(jié)的概要。執(zhí)行終結(jié)應(yīng)該簡潔、突出重點、有趣、 而且包括后續(xù)章節(jié)的概要。? A description of your company, including your products o

14、r services對你們公司的描述，包括貴公司的產(chǎn)品和服務(wù)? Your mission statement你們的任務(wù)說明? Your bus in ess's man ageme nt team你們的管理團隊? The market and your prospect customers市場和你們的期望客戶? Marketing and sales strategy 市場和銷售戰(zhàn)略? Financial projections財務(wù)預(yù)測The executive summary will end with a summary statement, usually a p ersuasi

15、ve senten ce, which are desig ned to convince the readers that your bus in ess is a winner.執(zhí)行總結(jié)最好以一句總結(jié)結(jié)尾，通常是一句有說服力的語句，用來說服讀者相 信您的項目將成功。It is extremely important to know that the executive summary is the first thi ng all readers will exam in e. If your executive summary is w ritten badly, then it wil

16、l be the last thing that people will read a nd ignore the rest of your whole pla n.你必須明確一點，執(zhí)行總結(jié)將是讀者審閱計劃書的第一部分。如果執(zhí)行總結(jié)寫 的很爛，那么最后的事將是人們會看，但忘記整個計劃的余下部分。C) Table of Contents 目錄The purpose of the table of contents is to provide readers a quick a nd easy way to find particular secti ons of the pla n. All p

17、ages of yo ur bus in ess pla n should be nu mbered and the table of contents should in clude page nu mbers. After you have assembled your pla n and nu mber ed your pages, go back to the table of contents and in sert the pagenu mbers. Make sure you have created head ings for all major sect ions and s

18、ubsecti ons.目錄是為了為讀者閱讀計劃書各個章節(jié)提供一個快速簡便的途徑。整本計劃書 每一頁都應(yīng)當(dāng)有頁碼，而且目錄也應(yīng)該標(biāo)出章節(jié)的頁碼。當(dāng)你完成計劃書編寫 和頁碼的編制，你可以回到目錄并把頁碼添加進去。確保所有章節(jié)、小節(jié)的標(biāo) 題都列在目錄中。【理大國際學(xué)生創(chuàng)新挑戰(zhàn)賽】商業(yè)計劃書編寫教程（三）2009-03-23 12:47|（分類:默認分類）Bus in ess Pla n Writ ingBackChapter 3 Busin ess Descripti on項目介紹Your bus in ess pla n must be able to project a clear pictu

19、re of what y our bus in ess is about. The bus in ess descripti on is your corporate vi sion that in cludes: what in dustry you are in, what products or servi ces you can offer, what is your positi on with in the market, and at w hat price range are you going to sell your products or services.您的商業(yè)計劃應(yīng)

20、該讓別人清晰的看到你們的業(yè)務(wù)是什么。業(yè)務(wù)描述是你們的企 業(yè)愿景，其中包括：你們處于哪個行業(yè)，你們的產(chǎn)品/服務(wù)是什么，你們處于市場中是一個什么樣的地位，以及你們的產(chǎn)品/服務(wù)打算賣多少錢。A）In dustry Overview行業(yè)綜述This sect ion is a brief overview of the in dustry you will be sett ingup your bus in ess in. To impress readers, you will n eed to dem on stra te that you are in a hot in dustry with

21、a good prospect.這一部分是對業(yè)務(wù)所處的行業(yè)的一個概述。為了給讀者留下印象，您需要證明 您處在一個前景看好的火熱行業(yè)中。The follow ing points will help you gather in formati on on describ ing the in dustry circumsta nces:下面的要點將幫助你收集關(guān)于描述行業(yè)環(huán)境的信息What is the size of your in dustry?Who are the leaders in this in dustry? 軍者What are the markets for this in d

22、ustry? 是什么What econo mic trends will affect this in dustry? 的經(jīng)濟趨勢會影響到這個行業(yè)What is the Ion g-term view for this in dustry? 的遠景如何行業(yè)的規(guī)模有多大 誰是這個行業(yè)的領(lǐng)這個行業(yè)的市場什么樣這個行業(yè)? What are the barriers to entry in this industry?這個行業(yè)的進入壁壘是什么In order to gain more statistics and in formati on regard ing differe ntin dustri

23、al sectors, you can visit the gover nment trade departme nt w ebsite in your own country. You can collect more information about i n dustries and trade demographics from your gover nment statistics dep artme nt, local chamber of commerce or econo mic developme nt cen ter, e tc. Try to collect as up-

24、to-date research in formatio n as possible.為了獲得關(guān)于某一工業(yè)部門的統(tǒng)計數(shù)據(jù)和信息，你可以訪問當(dāng)?shù)卣纳虡I(yè)部 門網(wǎng)站。你也可以從政府統(tǒng)計部門、當(dāng)?shù)厣虝蛘呓?jīng)濟發(fā)展中心等等機構(gòu)收集 更多的關(guān)于行業(yè)和貿(mào)易特征的信息。盡可能去收集一些最新的研究數(shù)據(jù)、信息。The following are some skills for writing on this section:下面是書寫這一部分的一些技巧? Don't just base your bus in ess pla n on assumpti ons. Backi ng up with so

25、lid research work and realistic demographics wil l make your pla n seem more reliable. Quote for all the source s of these data. 不要將你們的商業(yè)計劃基于一個假設(shè)。扎實的調(diào)研 數(shù)據(jù)、真實可信的行業(yè)特征將幫助你的商業(yè)計劃更加可信。標(biāo)注出這些信息的來源? Collect in dustry and seas onal trends from bus in ess n ewsp apers and magazi nes.從商業(yè)報刊上收集行業(yè)和季度發(fā)展趨勢? Listing

26、out possible risks your company or your industry may encoun ter dem on strates pragmatic research work. Make sur e to in clude how your compa ny's policy or marketi ng strategy can overcome such risks.列出公司或者行業(yè)可能遇到的風(fēng)險，這會讓大家覺得調(diào)研數(shù)據(jù)很務(wù)實。但一定也要寫出面對風(fēng)險，你們公司的策略或市場戰(zhàn)略將如何應(yīng)對。B) Compa ny Summary 公司簡介The purpos

27、e of this section is to give the readers a clear point of view about your compa ny. Start with a missi on stateme nt on who your product or service is targeted to. The n elaborate more on the tech ni cal aspects of your company. Maintain your writing in a story tellin g form to keep it interesting.

28、Good points for discussion are:你可以通過這一章節(jié)讓讀者清晰的看到你們公司是什么樣子的。你可以在一開 始就說明你們的產(chǎn)品/服務(wù)的對象是誰。然后詳細描述你們的技術(shù)現(xiàn)狀如何。最 好像寫故事一樣，讓你們的公司簡介讀起來生動有趣?？梢栽敿氄撌龅囊c有：What kind of role is the compa ny play ing? Wholesaler? Retailer? Manu facturer? Service Provider?公司的角色是什么樣的？批發(fā)商？零售店？制造商？還是服務(wù)提供商？? What is the legal structure for

29、the bus in ess? Sole proprietorship? Corporatio n? Partn ership?你們公司的法律形式是什么樣的？獨資？合資？還是合伙人？? Who are the company's principal owners and what pertinent experie nee do they bring?誰是公司的主要擁有著，他們會帶來什么樣的有益的經(jīng)驗？? What market needs will you meet? Who will you sell to? H ow will your products or services

30、be sold?我們的供應(yīng)市場女口何？我們的產(chǎn)品/服務(wù)賣給誰？你的產(chǎn)品/服務(wù)將如何出售？? What kind of supportive systems will be utilized? Customer service? Advertis in g? Promotio n?將采用哪些支持系統(tǒng)？客戶服務(wù)？廣告？推銷？Overall, this sect ion of your bus in ess pla n should give the readersa better un dersta nding of what your compa ny is about. Aga in, kee

31、p itcon cise and avoid irreleva nt pers onal in formati on.總之，這一部分應(yīng)當(dāng)讓讀者對于你們的公司有更加深刻的認識。此外，確保語 言簡練并避免無關(guān)的信息。C) Products or Services產(chǎn)品或服務(wù)In this secti on, provide in details of each of your products or serv ices. Describe who are the end users. Highlight the specific feature s or fun cti ons of your pr

32、oducts.在這一章節(jié)，相信的描述產(chǎn)品/服務(wù)的每一個細節(jié)。描述一下最終顧客是什么樣 子的。突出產(chǎn)品的具體特征和功能。Here, you have to emphasize your USP, "Unique Selling Point". This i s what most bankers and investors would like to explore. Without a U nique Selling Point, your products or services will not be interesti ng at all and you will n

33、ot be able to convince people to con sume the m.在這里，你必須強調(diào)你的專利。這是很多銀行家和風(fēng)投商最想看到的。沒有專 利，你的產(chǎn)品將變得毫無吸引力，你也很難說服人們?nèi)ベ徺I它。Examples of USP for several differe nt products:不同產(chǎn)品的專利實例Head & Shoulders: "You get rid of dan druff"海飛絲：告別頭屑Olay: "You get youn ger-look ing skin"玉蘭油：Red Bull: &quo

34、t;Gives you win gs"紅牛：讓你飛翔Domi no's Pizza: "You get fresh, hot pizza delivered to your door in 30 minu tes or less - or it's free."FedEx: "Whe n your package absolutely, positively has to get there over ni ght"M&M's: "The milk chocolate only melts in you

35、r mouth, notin your hand"Also, you may men tio n a comparis on of the products or services your competitors are offering in relation to yours, and how your produc ts can prevail in this market. Think of a nu mber of reas ons for thi s - it is a new tech no logy to the market, the locati on is e

36、xcelle nt, the market is ready for your product, the product has a competitiv e product ion cost such that it can be sold at a lower price, etc.當(dāng)然，你還可以提起一些你和競爭對手的對比，以及你的產(chǎn)品憑借何種優(yōu)勢在市場中立足。你可以從這些角度論述你的優(yōu)勢：這是一項新技術(shù)、區(qū)域優(yōu)勢十 分明顯、市場已經(jīng)形成、這是一個具有競爭力的而且可以低價出售的產(chǎn)品等等。D) Positi oning 定位Your position is your standing poi

37、nt in the marketplace. It is abou t where your products and those of your competitors will set in the market. As you cannot sell your products to all customers with in t he market, your positi oning is based on how much you will charge an d which group of customers you are target ing. The followi ng

38、 factors can help you find your position in the market:定位指的是你們將在市場中處于何種位置。 這關(guān)乎你和你的競爭對手將會以何 種姿態(tài)存在于市場中。如果你不能將產(chǎn)品賣給所有顧客， 那么你的定位應(yīng)該以 目標(biāo)市場的大小為基礎(chǔ)。下面的內(nèi)容將幫助你更好的尋找自己的定位。o What uniqueness does your product or service have?你的產(chǎn)品 / 服務(wù)有多少獨特之處？o What customer dema nd does your product satisfy?你的產(chǎn)品會滿足顧客的那些需求？o How do

39、 you want people to view your products or services? Hi-tech and expe nsive products with better desig n or cheaper products with fewer functions?你希望顧客如何看待你的產(chǎn)品？高技術(shù)講個昂貴設(shè)計精美還是功能簡潔價格低廉？o How do your competitors positi on themselves within the market?在市場中你的競爭對手是如何定位自己的？After an alyz ing the above factors

40、 yon can now clearly know where yo u can positi on yourself, and show the readers a clear picture of wh ich part of the market your products will be sold.在分析上述因素后，你會很清楚的知道你該如何定位自己，然后清晰的展示給讀者你產(chǎn)品的市場是哪個部分。E) Prici ng Strategy價格策略Your prici ng strategy dem on strates how you will make a profit while all

41、owing 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 finan cial sect ion la ter in the pla n. You may h

42、ave to con sider con struct ing your financia l sect ion before completi ng this topic.您的定價策略表明你會怎樣賺取利潤， 同時使價格保持競爭力。當(dāng)計算價格時 分清固定成本和變動成本。確定一個盈虧平衡點，即你買多少產(chǎn)品時能夠不虧 不賺。這些數(shù)據(jù)都應(yīng)來源于計劃書的財務(wù)部份。當(dāng)然，你也可以在完成財務(wù)分 析之后再完成此章節(jié)。You may also discuss whether your price will be lower or higher tha n your competitors and why yo

43、u can maintain your market share in the prese nee of competitio n so that your can make profits. For example, a souvenir shop sets higher prices since it considers its products t o be luxury items. A cafe in an expensive location may charge slight ly more tha n other restaura nts to cope with higher

44、 spe nding customer s.你們應(yīng)該論述一下定價是應(yīng)該高于你的競爭對手還是低于你的競爭對手、為什么在競爭中你可以保持你的市場份額并獲取利潤。比如一個紀念品商店采取高價策略，因為他認為他的商品都是奢侈品。一個開在高檔消費區(qū)的咖啡館會比其他地方的餐館要貴一些，因為她面對的都是高消費的顧客。However, i nv estors are trained to reject bus in ess pla ns in which the products or services will be higher in quality and lower in price t han tho

45、se of their competitors. This creates a bad impressi on since it is in here ntly un realistic. If you really have a higher quality pr oduct, it is more likely that you will charge more to con sumers with a higher dema nd.而且，風(fēng)險投資者往往拒絕接受對高質(zhì)量的產(chǎn)品制定比競爭對手價格低的商業(yè) 計劃書。這將會給別人制造一個不好的印象，這樣的計劃也是不切實際的。如 果你真的擁有一個高

46、質(zhì)量的產(chǎn)品并能滿足顧客更多的需求，理所當(dāng)然你可以向你的顧客收取更多的費用?！纠泶髧H學(xué)生創(chuàng)新挑戰(zhàn)賽】商業(yè)計劃書編寫教程（四）2009-03-23 12:51|（分類:默認分類）Bus in ess Pla n Writ ingBack點擊可看原文Chapter 4 Market Analysis 第四章 市場分析This sect ion is to provide facts to convince readers that your bus in ess has eno ugh customers in an in dustry, and can create sales in the f

47、ace of competition. It is one of the most important parts of the p Ian. Taking into acco unt the curre nt market size and tren ds, you may have to perform exte nsive research on this. Many of the finan cial r equireme nts, such as manu facturi ng and marketi ng costs, and the amou nt of capital that

48、 you n eed, will be based on the sales estimati on y ou have created here.這一部分是為了使讀者明白，您在行業(yè)中有足夠的顧客而且可以在競爭面前創(chuàng) 造銷量。這是整本計劃書最重要的部分。在這一部分中，你應(yīng)當(dāng)對市場進行大 量的研究以便于計算市場規(guī)模和預(yù)測發(fā)展趨勢。在這一部分將會為財務(wù)分析中大量的基礎(chǔ)數(shù)據(jù)提供依據(jù)，如制造成本、營銷成本，以及需要的資金規(guī)模等等。A) Customer An alysis客戶分析The description of your target customers defines the character

49、istics of the people whom you want to sell your products to. I n here you w ill describe whether your customers are price elastic or quality con scious.描述一下你的目標(biāo)客戶的基本特征。在這里你應(yīng)當(dāng)談一下你的客戶是否具有價 格彈性和質(zhì)量意識。Before an alyz ing your customers, research work is n ecessary. Use the following questions to start wit

50、h your analysis:?再分析你的客戶之前，調(diào)研工作非常重要。下面的問題將幫助你開始你 的分析? How old are they?他們多大了？? What gender are they? 他們的性別？? Where do they live?他們在哪里生活？? What is their family structure? (Married? Number of kids?)家庭情況如何？(婚否？有幾個孩子？)? How much do they earn?他們的收入多少？? What do they do for a living?他們以何為生？? What is their

51、lifestyle like?他們的生活方式如何？? How do they like to spend their spare time?他們?nèi)绾蜗矔r間？Whe n writ ing on this secti on, avoid describ ing customers in un clear gen eral terms, such as "all people who want to buy cars" or "a nyone who n eeds a mobile phon e". You may also n eed to in clud

52、e details of w hat geographic regi on you pla n to sell in. Is your market n ati on al, regi on al, i ntern ati on al, or local?當(dāng)書寫時，要避免用不確定、不明晰的總體來描述客戶，如“所有的人都想買 車”或者“每個人都需要一個移動電話”。你可能還要指明產(chǎn)品的地理銷售區(qū) 域以及細節(jié)。市場涵蓋全國？地區(qū)？全球？還是只涵蓋本地？B) Market Size and Tren ds 市場規(guī)模和發(fā)展趨勢This sect ion defi nes the total market

53、 size as well as the segme nt of the market your bus in ess will target. You will have to use nu mbers as well as trend information to make a case for a feasible current m arket as well as its growth pote ntial.在這一部分將確定市場規(guī)模、選擇目標(biāo)市場。你應(yīng)當(dāng)基于數(shù)據(jù)和趨勢信息提出 一個可行的市場以及他的增長趨勢。Follow these questions in order to det

54、ermine the size of the market:下面的問題將幫助你測定出市場規(guī)模? What proporti on of your target market has already con sumed on a similar product to yours before?在目標(biāo)市場中，和你類似的產(chǎn)品已經(jīng)占了多少份額？? How much of your product or service might your target ma rket buy? (In terms of sales amount an d/or in un its of produc ts sold.

55、)你的產(chǎn)品/服務(wù)可以賣多少錢？(銷售額以及/或者單價)? What proportion of your target market might be repeat customers?在你的市場中，回頭客將有多少？? How might your target market be affected by economic eve nts (e.g. duri ng stock market crash)?經(jīng)濟事件將對你的目標(biāo)市場造成何影響(比如股市崩潰)？? How might your target market be affected by government p olicies (e

56、.g. chan ges in tax rates)?政策將對你的目標(biāo)市場造成怎樣影響(比如稅率改變)？Once you have all this information, you can start writing on this se ction in the form of several short paragraphs. Describe whether thes e events will have a positive or negative impact on your specific bu sin ess. If you have several target marke

57、ts for differe nt products, y ou will have to divide them into sub-sections. Remember to properly quote your sources of in formatio n within the sect ion.當(dāng)你掌握了所有的信息，你可以開始以幾個小段的形式書寫這一章節(jié)。描述出， 這些事件將對你的項目造成積極影響還是消極影響。如果不同的產(chǎn)品有不同的 目標(biāo)市場，你將不得不將他們分節(jié)論述。切記標(biāo)出引用數(shù)據(jù)、信息的來源。C) Competition 競爭Competitio n is a way of

58、life. Prese nti ng your bus in ess in the face o f competitio n proves that you un dersta nd your market. Adva nces in in ven ti on tech no logy can wipe out the profit margi ns of a successful b usin ess and cause them to collapse over ni ght. Because of this un pred ictability, it is important to know your competitors well.競爭是一種生活方式。以你認識的市場為基礎(chǔ)，讓你的業(yè)務(wù)面對競爭。發(fā)明技 術(shù)的優(yōu)勢將抹平其他市場已存業(yè)務(wù)的利潤率并且可以讓他們傾夜崩塌。正是因 為如此的不確定性和風(fēng)險，你必須認識到競爭對手的優(yōu)勢，這十分重要。Questions like these can help you identify your competitors:下面的