Business plan是为了展望商业前景,整合资源,集中精力,修补问题,寻找机会而对企业未来的展望。Unfortunately, today people only think of business plans as applications for venture funding。In fact, the business plan is to predict the growth rate of the enterprise and make plans for future actions。
2要素
Executive summary
It's at the top of the business plan but I suggest that it should be done at the end。
Company profile
Including the company's registration, history, and start-up plan。
Product service
Describe the specificity of your product or service and its target audience。
Strategy implementation
You need to know your market, the needs of your customers, where the customers are, how to get them。
Management team
Describe the main team members。
Financial analysis
Make sure this section is a true reflection of your current financial situation, including your cash position and earnings。
3 Evaluation criteria
1.A successful business plan should have a good starting plan。Whether the plan is simple, easy to understand and operate。
2.Whether the plan is specific and modest, whether the plan includes specific dates and specific people responsible for specific projects and budgets。
3.The plan should be objective, sales estimates, expense budgets, whether objective and accurate。
4.Whether the plan is complete, whether all the elements are included, and whether the connections between the front and back relationships are smooth。
4. Failed plans are prone to failure
1, the description language is confused and unclear, a long plan with a lot of nonsense (plain language + chart description);
2、 商业计划显得非常不专业,例如缺乏应有的基础数据,分析过于简单;或数据没有说服力,拿出一些与产业标准相去甚远的数据;
3, there is no strong implementation of the project plan;
4, only creative, no practical experience and no details of the project plan;
5. Project plans with unclear plan objectives or difficult to measure the implementation of goals;
6, a large description of the market and environment, to explain the company's business type and objectives;
7、 过于强调技术的先进性或Product service的创意,而忽略执行方面,未能清楚地解释商业机会与执行能力,以为“功到自然成”;
8. There are many slogans in the plan, but few descriptions of the strategies and tactics to achieve the goal;
9、 强调面临的市场容量或生产能力,却没说清楚怎样销售自己的产品:只有销售目标,没有实现销售目标的具体计划;
10. Emphasizing past achievements without convincingly presenting a strategic approach to maintaining sustainable competitive advantage in the future;
11、 过于强调依赖某一大公司的供销关系,使投资者很担心过于依赖单一战略合作伙伴带来的巨大风险;
12, the strength of the management team is exaggerated, or claims: if the investment, a celebrity will join the company;
13. The description of market introduction and team assistance is not convincing;
14, production and marketing implementation plan or not involved, or with a single mention;
15、 低估竞争对手的实力,或者干脆说没有竞争对手;对竞争没有清醒的认识,忽视竞争威胁;
16. The description of the market and competitors lacks specific materials and data;
17, the business difficulties and risks are not expected enough, too optimistic;
18. The market size is too small, the occasional stage market, or the estimation method of market capacity and market share is not scientific;
19、 产品或客户过于单一(抗风险能力弱),或产品或客户过于太多太杂(专注度集中度不够);
20, product service selling points too many highlights, pan but not fine;
21. Unsubstantiated blind optimism that the company will go public in two or three years;
22、 过分的作表面文章或文字游戏(如强调留洋博士、领导关怀、大会获奖、众多专家顾问);
23、 过份夸张的公司名称与项目名称(如一个面向国内市场的初创公司起名为某某国际集团);
24. Deliberately concealing the truth and avoiding the description of the project;
25. The description of the fund budget is unclear or unreasonable, and the direction of the use of funds is vague;
26, the budget has expensive renovations and luxury cars and other unrealistic expenses;
27, the income model is not clear;The numerical calculation model of profit model is not clear;
28, the financial data calculation is not accurate, the articulation relationship is unreasonable, and the data discrepancy is too large;[1]
5用途
A business plan helps an entrepreneur or entrepreneur map out a business, organize operations, and raise capital。
对于开始建立新企业的企业家来说,商业计划有四个基本目标:确定企业机遇的性质和内容;说明企业家计划利用这一机遇进行发展所要采取的方法;确定最有可能决定企业是否成功的因素;确定筹集资金Tool of。
A business plan can be thought of as a game plan for entrepreneurs。It crystallizes the ideals and hopes that motivate entrepreneurs to commit to building businesses。The most common type of business plan is the business plan for a new business。在这些Business plan里,企业家对预建企业最初 3-5 年内的销售、经营和财务方面作出计划。然而,Business plan也可用于阐述一个已经存在的企业的重大扩张,比如已有一家小企业的企业家可能计划增加生产线或开辟分公司;
As a blueprint for entrepreneurs to create a new business, the business plan is essentially a bridge between the ideal and the reality。It is impossible for an entrepreneur to see a business become a physical entity without initially seeing the desired end result in his mind 。The business plan first sells the proposed venture or operation to the entrepreneur himself。When making a business plan, the entrepreneur will have a deeper and deeper understanding of what he wants to do。
For an entrepreneur, he can progress from only having an idea to fully recognizing the market opportunity to turn an idea into an actual startup。对已有了一定基础想进一步扩大规模的企业家来说,他可以通过Business plan看到推动企业飞速发展的时机。
Communication tool
Business plan可以用来介绍企业的价值,从而吸引到投资、信贷、员工、战略合作伙伴,或包括政府在内的其他利益相关者。
一份成熟的Business plan不但能够能描述出你公司的成长历史,展现出未来的成长方向和愿景,还将量化出潜在盈利能力。这都需要你对自己公司有一个通盘的了解,对所有存在的问题都有所思考,对可能存在的隐患做好预案,并能够提出行之有效的工作计划。
Management tool
A business plan is first and foremost a planning tool that can guide you through the different stages of your company's growth。
A thoughtful plan will help you identify roadblocks so you can get around them。很多创业者都与他们的雇员分享Business plan,以便让团队更深刻的理解自己的业务到底走向何方。
大公司也在利用商业计划,通过年度周期性的反复讨论和仔细推敲,最终确定组织未来的行动纲要和当年的行动计划,并让上级和下级的意志得到统一。
A business plan can also help you track, monitor, feed back, and measure your business processes。
A good business plan is a living document that will grow with the knowledge and experience of the team。
当你建立好公司的时间轴及里程碑,并在一个时间段后,你就能衡量公司实际的路径与开始的计划有什么不同了。越来越多的公司都在开始利用年度周期性的计划工作,总结上一周期的成功与不足,以便调整集体的方向与步骤,并进而奖优罚劣,激励团队的成长。
Commitment instrument
What is most often overlooked is that a business plan is also a promise
Business plan
Business Plan (1)
Tool of。This is most evident when companies use business plans to carry out financing work。
和其他的法律文档一样,在企业和投资人签署融资合同的同时,Business plan往往将作为一份合同附件存在。Corresponding to this attachment is the gambling clause in the main contract。对赌条款和Business plan,将共同构成了一个业绩承诺:当管理人完成或没有完成Business plan中所约定的目标,投资人和企业家之间将在利益上如何重新分配。
The business plan is also an effective commitment tool when assisting in the execution of the internal management of the company。
在上级和下级就某一特定目标达成一致以后,他们合作完成的Business plan就记录下了对目标的约定。Such an agreement will become an important basis for the implementation of various incentive tools。
The business plan also reflects the commitment of superiors to subordinates。
The development of corporate strategy inevitably means the necessary resource investment。Only a carefully thought out strategy can give leaders the determination to invest。人们可以原谅因为具体环境的变化、知识的增长而带来行动计划乃至战略的调整,但是,却没有任何人愿意和一个朝三暮四、朝令夕改的,不具备战略思考能力的领导人共同工作。
那些既不能给投资者以充分的信息也不能使投资者激动起来的Business plan,其最终结果只能是被扔进垃圾箱里。To ensure that the business plan "hits the mark," venture entrepreneurs should do the following。
6分类
Business plans can be divided into four categories, namely micro plans, work plans, submission plans and electronic plans。
1.microplan
It's safe to say that almost every business idea starts with some kind of mini-plan。微型计划篇幅不限,应当包括的关键内容有商业理念、需求、市场营销计划以及财务报表等,特别是现金流动、收入预测以
Business plan template
Business Plan Template (13 photos)
And balance sheet。Micro-planning is the best way to quickly test a business idea or weigh the value of a potential partner。It can also provide valuable reference for drawing up long-form plans in the future。microplan可以看做是Business plan的浓缩和提炼,对于吸引投资人眼球、提高融资效率有很大影响。
2.Work plan
The work plan is a tool for running the business and will use a longer length to deal with the details and describe the response
Business plan classification
Business plan classification
洁。作为给内部人员使用的指导性文件,Work plan不必纠结于排版、装订等方面,但在事实和数据方面的内在统一对于Work plan和其他外向计划书同样重要。
3.Submit a proposal
尽管Submit a proposal与Work plan有几乎相同的信息量,但在风格上有些不同,除用语要求有所不同之外,Submit a proposal还应包括一些投资人所需要的关于所有竞争压力与风险的附加内容。
4.Electronic plan
在计算机应用普及的今天,电子版Business plan以其速度快、传送便捷、形式直观、成本低廉等优势得到了广泛应用。However, the electronic plan is easier to copy and disseminate, which is not conducive to the confidentiality of the relevant information, so it cannot completely replace the paper plan。
7 Information Requirements
编辑
在准备Business plan之前,必须对经营概念做出一个快速的可行性研究,尽量多的搜集相关信息,这些信息将主要集中于市场、财务和生产运营几方面。
1: First of all, the market should be clearly defined, and on this basis to evaluate the potential of the market。具体方法包括从协会、政府报告等渠道获取信息,同时也将围绕产品性质、产品领域、市场前景等方面进行充分的市场调研。
2. To judge the feasibility of a newly established enterprise, three aspects of financial information are generally required, including:
2.1: Estimated sales and expenses for at least three years in the initial stage
2.2: Cash flow in the initial three years
2.3: Current and future three years of balance sheet forecast
3. The feasibility study of manufacturing operation depends on the characteristics of the enterprise, and most of the required information can be obtained directly, including:
3.1:地点
3.2: Manufacturing operations
3.3: Raw materials and equipment
3.4: Labor skills
3.5:空间
3.6: Overhead
8 How to write well
Focus on product
In the business plan, all details related to the company's products or services should be provided, including all investigations carried out by the company。These questions include: What stage of development is the product in?How unique is it?How does a business distribute its products?Who uses the company's products and why?How much the product costs to produce and how much it sells for?What is the company's plan to develop new modern products?Get the funder involved in the product or service of the business, so that the funder is as interested in the product as the venture entrepreneur。In the business plan, entrepreneurs should try to describe everything in simple words。The definition of goods and their properties is very clear to entrepreneurs, but others are not necessarily clear about what they mean。制订Business plan的目的不仅是要出资者相信企业的产品会在世界上产生革命性的影响,同时也要使他们相信企业有证明它的论据。The business plan should explain the product in such a way that the funder thinks, "Oh, how wonderful and inspiring this product is!"
Dare to compete
In the business plan, venture entrepreneurs should carefully analyze the situation of their competitors。Who the competitors are?How does their product work?What are the similarities and differences between competitors' products and our products?What are the marketing strategies used by the competitors?Be clear about the sales of each competitor,Gross profit, revenue and market share,Then we will discuss the competitive advantages of the company relative to each competitor,To show investors,The reason why customers prefer our company is that the quality of our products is good,Prompt delivery,Moderate positioning,Right price and so on,The business plan needs to convince its readers,Our company is not only a strong competitor in the industry,And it will be a leader in setting industry standards in the future。In the business plan, the entrepreneur should also explain the risks that competitors pose to the business and the countermeasures that the business will take。
Understand the market
The business plan should provide investors with an in-depth analysis and understanding of the target market。要细致分析经济、地理、职业以及心理等因素对消费者选择购买本企业产品这一行为的影响,以及各个因素所起的作用。Business plan中还应包括一个主要的营销计划,计划中应列出本企业打算开展广告、促销以及公共关系活动的地区,明确每一项活动的预算和收益。The business plan should also outline the company's sales strategy: whether the company will use outside sales representatives or internal staff?Whether the business uses a reseller, distributor or franchisee?What kind of sales training will the company provide?In addition, the business plan should pay special attention to the details of the sale。
Indicate a course of action
A company's action plan should be airtight。The business plan should address the following questions: How will the company bring the product to market?How to design the production line, how to assemble the product?What raw materials are needed for enterprise production?What production resources does the company need?What is the cost of production and equipment?Whether companies buy or rent equipment?Explain the fixed and variable costs associated with product assembly, storage and delivery。
Show your management team
To turn an idea into a successful venture, the key factor is to have a strong management team。The members of this team must have high technical expertise, managerial skills and many years of work experience,Give investors a sense of, "Look,Who's on this team?!If the company were a football team,他们就会一直杀入世界杯决赛!”管理者的职能就是计划、组织、控制和指导公司实现目标的行动。在Business plan中,应首先描述一下整个管理队伍及其职责,然后再分别介绍每位管理人员的特殊才能、特点和造诣,细致描述每个管理者将对公司所做的贡献。
The business plan should also specify management objectives and an organizational chart。
Excellent plan summary
A summary of the plan in the business plan is also important。It must keep the reader interested and eager for more information, and it will leave a lasting impression on the reader。The plan summary will be the last piece written by the venture entrepreneur,But it's the first thing investors look at,It will extract from the plan the details most relevant to raising capital: including the fundamentals of the company,The company's capabilities and limitations,The company's competitors,Marketing and financial strategy,A concise and vivid summary of the company's management team, etc。If a company is a book, it is like the cover of the book, and if it is done well, it can attract investors。它给风险投资家有这样的印象:“这个公司将会成为行业中的巨人,我已等不及要去读计划的其余部分了。”
A well-thought-out exit
A well-thought-out exit,无论投资最后结局如何,风险投资者都会十分关心这一问题,很明显,如果投资效果不好,他们也想收回投资;即使投资效果很好,他们也不愿意在公司长时间拥有产权,迟早他们要撤出投资。The stated goal of every venture capitalist is to turn the original investment into negotiable bank cash。Therefore, in your plan, you must clearly indicate their exit path。For example: company stock listing, equity transfer, buyback and other withdrawal measures。
9 Documents to be prepared before writing
Business plan所需材料清单:1、公司概要;2、股权结构、股东背景;3、公司组织架构、高级管理人员简介;4、产品介绍、市场占有率、知识产权状况;5、资金需求及使用计划。
10 Content Framework
虽然企业的商业计划不一定需要一个固定的模式,但其编写格式还是相对标准化的,这些格式涵盖了一个商业计划最需要回答问题的层面,得到了众多专家和实践者的一致公认。一个企业自身的商业计划和一个给潜在投资者递交的商业计划可能在形式上或诉求重点都略有差异,但其实质和根本应该是完全一致的。大致而言,任何一个商业计划都必须仔细审视并分析描述企业的目标,所处的产业和市场,所能够提供的Products and services,会遇到的竞争,对手的管理和其他资源,如何满足顾客的要求,长期优势以及企业的基本财务状况和财务预测。至于如此重要的商业计划究竟该让谁来编制完成,主要是视企业规模大小而定,但一般都是由企业核心成员研讨形式,必要时,还可外聘专业顾问来进行协助。Below, we use a complete example to describe the business plan。
Covers and contents
商业计划封面看起来要既专业又可提供联系信息,如果对投资人递交,最好能够美观漂亮,并附上保密说明,而准确的目录索引能够让读者迅速找到他们想看的内容。
Administrative summary
这是一个非常重要的纲领性前言,主要是概括介绍企业的来源、性质、目标和策略,Products and services的特点,市场潜力和竞争优势,管理队伍的业绩和其他资源,企业预期的财政状况及融资需求等信息。
Enterprise description
Introduce the history, origin and organization of the enterprise,And highlight the main goals of the company for the future (both long and short term),Intellectual property rights and feasibility of the products and services provided by the enterprise,The markets for which these products and services are targeted and current sales,The current capital investment of the enterprise and the market areas to be entered, as well as the management team and resources。
Market analysis
描述企业定位行业的市场状况,指出市场的规模、预期增长速度和其他重要环节,包括市场趋势,目标顾客特征,市场研究或统计,市场对Products and services的接受模式和程度,对投资者而言,要让他确信这个市场是巨大且不断增长的。
Competitive analysis
Clearly identify similar products and services that compete with the enterprise,Analyze competitive situation and identify competitor information,It includes the identity, source and market share of competitors,Their strengths and weaknesses,Recent market trends, etc,At the same time, carefully compare the products and services of enterprises and competitors in terms of price, quality, function and other differences,Explain why the company wins the competition。
Products and services
List the types of products and services currently provided by the enterprise,And plans for future products and services,State what makes your products and services unique,Including cost, quality, functionality, reliability and price,Indicate where the product is in its life cycle or development progress,If the company's products and services have unique competitive advantages,Protective measures and strategies should be indicated。
Financial plan
包括企业的实际财务状况,预期的资金来源和使用,资产负债表,预期收入(利润和亏损状况)以及现金流量预测等。这部分内容是商业计划的关键部分,’制定过程中最好能寻求会计师和其他专业人士的帮助,财务预测的设想总是先于实际的数字,所以,预测要现实合理并且可行。
附录
这部分应附上关键人员的履历、职位,组织机构图表,预期市场信息,财务报表以及商业计划中陈述的其他数据资源等。
11 Sample Template
Business plan是为着一个既定目的(一般为融资),经深思熟虑,以数据、个案、事实为基础,预测在一定条件、资源的配合下,创造出可观回报的生意的一份蓝图。它本身虽然存在不少的不确定因素,但却通过蛮有说服力的语言及行动方案,让阅读者(当中大部分是投资者)能对其内容充分了解,并投入信心的一票。A good business plan makes people believe that if they stick to the plan, they will succeed。
Business plan应能反映经营者对项目的认识及取得成功的把握,它应突出经营者的核心竞争力;最低限度反映经营者如何创造自己的竞争优势,如何在市场中脱颖而出,如何争取较大的市场份额,如何发展和扩张。What "hows" make up the persuasive power of a business plan。If there are only vision goals and expectations and the "how" is ignored, then the business plan will become a "slogan"。
The first part is XX project summary
A brief description of the company
Ii. Purpose and objectives of the Company
Third, the company's current ownership structure
4. The invested funds and their uses
V. Introduction of the company's main products or services
XX market overview and marketing strategy
Vii. Introduction of main business departments and performance
8. Core management team
9. Description of company advantages
10. The current capital increase needs of the company to achieve its goals: reasons, quantities, methods, uses and repayment
Xi. Financing Plan (financing and investment method and exit plan)
Xii. Financial analysis
1. Financial historical data
2. Financial forecast
3. Assets and liabilities
The second part is XX project overview
Chapter One introduces the company
I. The purpose of the company
2. Company profile information
3. Functions and business objectives of each department
Iv. Company management
1. Board of Directors
2. Management team
3. External support
Chapter two XX technology and products
1. Technical description and technology holding
2. Product status
1. Main product catalog
2. Product characteristics
3. Introduction of products under development/to be developed
4. R&d plan and schedule
5. Intellectual property strategy
6. Intangible assets
Third, XX product production
1. Supply of resources and raw materials
2. Existing production conditions and production capacity
3. Expansion facilities, requirements and costs, and production capacity after expansion
4, the original main equipment and need to add equipment
5, product standards, quality inspection and production cost control
6. Packaging, storage and transportation
The third chapter is XX market analysis
First, XX market size, market structure and division
2. XX target market setting
Third, XX products consumer groups, consumption patterns, consumption habits and the main factors affecting the market analysis
四、目前HJC黄金城市场状况,产品所处市场发展阶段(空白/新开发/高成长/成熟/饱和) 产品排名及品牌状况
XX market trend forecast and market opportunities
XX industry policy
The fourth chapter XX competition analysis
First, there is no industry monopoly
Second, look at the market share of competitors from the market segmentation
Third, the main competitors: company strength, product situation
Iv. Analysis of potential competitors and market changes
Five, the company's product competitive advantage
Chapter five XX marketing
I. Outline the marketing plan
2. Formulation of sales policies
Third, sales channels, methods, marketing links and after-sales service
Iv. Status of main business relations
V. Sales team situation and sales welfare distribution policy
Promotion and market penetration
1. Main promotion methods
2. Advertising/public relations strategy, media evaluation
Vii. Product price plan
1. Pricing basis and price structure
2. Factors affecting price changes and countermeasures
Viii. Sales data statistics and sales record methods, calculation of sales cycle。
9. Market development planning and sales target
Chapter VI XX investment description
I. Description of capital requirements (amount/period)
Ii. Fund use plan and progress
Iii. Investment form (loan/interest rate/interest rate payment conditions/conversion - common stock, preferred stock, any equity/corresponding price, etc.)
4. Capital structure
Return/repayment plan
6. Description of the structure of capital liabilities
7. Investment mortgage
8. Investment guarantee
Ix. Ownership structure after investment
10. Equity cost
11. The extent to which investors are involved in the management of the company
Xii. Report
Xiii. Payment of miscellaneous fees
Chapter 7 Return on investment and exit of XX project
1. Stock listing
2. Equity transfer
Third, share buyback
Iv. Dividends
Chapter 8 Risk analysis of XX project
First, resource risk
Second, market uncertainty risk
3. Research and development risks
4. Production uncertainty risk
5. Cost control risk
6. Competition risk
7. Policy risks
8. Financial risks
9. Manage risks
10. Bankruptcy risk
Chapter 9 Company management
I. Organizational structure of the company
Ii. Management system and labor contract
Third, personnel planning
4. Salary and welfare program
5. Equity allocation and subscription plan
Chapter X financial analysis of XX project
I. Financial analysis
2. Financial data forecasting
1. Sales revenue statement
2. Detailed cost list
3. Detailed salary level
4. Schedule of fixed assets
5. Balance sheet
6, profit and profit distribution schedule
7. Cash flow statement
8. Analysis of financial indicators
General business plan preparation time
The preparation of a complete business plan by a professional investment advisory firm takes 10-15 working days。
12案例
Chemical pump chemical valve graphite condenser production project business plan
The following is the reference catalog, and the specific project catalog will be adjusted according to the specific project situation。
Confidentiality instructions
Chapter one: Project summary
Chapter two introduces the project company
I. Basic introduction
2. Major shareholders
3. Organizational structure and management
Fourth, enterprise development strategy and operation
Chapter three: Project background and construction
I. Project introduction
Ii. Project background
Iii. Project construction content and scale
4. Project progress
5. Project government support
The fourth chapter project industry market analysis
I. National market analysis of the project
Ii. Industry market analysis of the project city
Iii. Market analysis of the industry in the project region
Chapter five: Project positioning and market analysis
I. Project market positioning
Ii. Project market analysis
Chapter six: Project marketing strategy
First, project marketing model
2. Project sales channels
3. Project public relations activities
Fourth, project network marketing
5. Project marketing personnel management
Chapter 7 Project competition and risk analysis
I. Analysis of project competitors
Ii. Project risks and countermeasures
Chapter VIII Project investment estimation and financial analysis
I. Setting of conditions for project investment calculation
Ii. Project investment evaluation and financial analysis
Iii. Schedule of project financial analysis
Chapter 9 Conclusion
附件