Business-plan-template全英商业实施计划书模板.doc

-Business plan for a new businessThe business plan consists of a narrative and several financial worksheets. The narrative template is the key to the business plan. It contains more than 150 questions divided into several sections. Omit any questions that do not apply to your type of business. When you have finished writing your first draft, you will have a collection of small essays on the various aspects of the business plan. The ne*t stage is to edit them into a smooth-flowing narrative.The real value of creating a business plan is not in having the finished plan in your hand; rather, the value lies in the process of researching and thinking about your business in a systematic way. The act of planning helps you to think things through thoroughly, study and research if you are not sure of the facts, and look at your ideas critically. It takes time now, but will help avoid costly, perhaps disastrous, mistakes later.This business plan is a specific model suitable for high-tech businesses. Before you begin, look atthe 1stsection Tailoring the plan. It has tips for fine-tuning your plan to make an effective presentation to investors. If this is why youre creating your plan, pay particular attention to your writing style. You will be judged by the quality and appearance of your work as well as by your ideas.It typically takes several weeks to plete a good plan. Most of that time is spent in researching and revising your ideas and assumptions. But this is the value of the process. So make time to do the job properly. Those who do so never regret the effort. And finally, be sure to keep detailed notes on your sources of information and on the assumptions underlying your financial data.Tailoring the planThe generic business plan presented should be modified to suit your specific type of business and the audience for which the plan is written.For raising capitalFor investorsInvestors have a different perspective. They are looking for dramatic growth, and they e*pect to share in the rewards:o Funds needed short-termo Funds needed in two to five years timeo How the pany will use the funds, and what this will acplish for growtho Estimated return on investmento E*it strategy for investors (buyback, sale or IPO)o Proportion of ownership that you will give up to investorso Milestones or conditions that you will accepto Financial reporting to be providedo Involvement of investors on the board or in managementFor type of businessHigh-tech paniesEconomic outlook for the industryWill the pany have information systems in place to manage rapidly changing prices, costs and markets"Will you be on the cutting edge with your products and services"What is the status of research and development" And what is required to:o Bring product/service to market"o Keep the pany petitive"How does the pany:o Protect intellectual property"o Avoid technological obsolescence"o Supply necessary capital"o Retain key personnel"High-tech panies sometimes have to operate for a long time without profits and sometimes even without sales. If this fits your situation, a banker probably will not want to lend to you. Venture capitalists may invest, but your case must be very good. You must do longer-term financial forecasts to show when profit take-off is e*pected to occur. And your assumptions must be well documented and well argued.Business planOWNERSYour Business NameDateWebpageTable of contents1.E*ecutive summary62.Introduction to the pany and its Management72.1pany Overview72.2Organisational Structure72.3The Management Team72.4Advisory Board72.5Proposed Management pensation72.6Headcount Forecast73.Products and Services Description83.1Products and Technologies Introduction83.2Detailed Development Plan83.2.1Product Roadmaps83.2.2Development Stages83.3Future Applications84.Marketing Analysis94.1Market Trend94.2Market Segmentation104.3Market Gap (Unique Selling Point)104.4petitive Analysis105.Business Model125.1Core petence125.2SWOT Analysis125.3Marketing Plan125.4Sales Forecast145.4.1Realistic Scenario155.4.2Optimistic Scenario155.4.3Pessimistic Scenario156.Risk Analysis and Management166.1Technical Risk166.1.1Technology Safety166.1.2Product Quality166.1.3Delay166.2petition Risk166.3Management of Growth176.4Market Risk177.Financial Plan187.1Summary of Assumptions187.1.1Revenue187.1.2Direct Variable Costs187.1.3Fi*ed Asset Investment187.1.4Human Resources187.1.5Services Rendered by 3rd Party187.1.6Infrastructure and Operational Costs187.1.7Marketing187.1.8Ta*187.2Break-Even Position187.3Projected profits197.4Investment and Return197.5Financial Statements198.Business Feasibility and Impact in the UK and China209.References2110.Appendices221. E*ecutive summaryWrite this section last.We suggest that you make it no more than two pages long.Include everything that you would cover in a five-minute interview.E*plain the fundamentals of the proposed business: What will your product be" Who will your customers be" Who are the owners" What do you think the future holds for your business and your industry"Make it enthusiastic, professional, plete and concise.If proposing for an investment, state clearly how much you want, precisely how you are going to use it, and how the money will make your business more profitable, thereby ensuring repayment.Paragraph headings can be used if they identify the purpose of each paragraph. (e*ample below)pany and Management(Team)Product/Service DescriptionMarket Analysispany StrategyRisk AnalysisFinancial PlanInvestment Proposition2. Introduction to the pany and its Management2.1 pany OverviewWhat business will you be in" What will you do"Mission Statement: Many panies have a brief mission statement, usually in 30 words or fewer, e*plaining their reason for being and their guiding principles. If you want to draft a mission statement, this is a good place to put it in the plan.2.2 Organisational StructureIf youll have more than 10 employees, create an organizational chart showing the management hierarchy and who is responsible for key functions.Include position descriptions for key employees. If you are seeking loans or investors, include resumes of owners and key employees.2.3 The Management TeamWho will manage the business on a day-to-day basis" What e*perience does that person bring to the business" What special or distinctive petencies" Is there a plan for continuation of the business if this person is lost or incapacitated"2.4 Advisory BoardList members of management advisory board and their short resume/CV.2.5 Proposed Management pensationIf the management team are willing to reduce their pensation in the first year of business2.6 Headcount ForecastNumber of employees of each departments and the total in the ne*t 5 years. (tables preferred)3. Products and Services Description3.1 Products and Technologies IntroductionDescribe in depth your products or services (technical specifications, drawings, photos, sales brochures and other bulky items belong in the Appendices).What factors will give you petitive advantages or disadvantages" E*amples include level of quality or unique or proprietary features.What are the cost, feeor mission structures of your products or services"Dont forget to include the current Patent Status.3.2 Detailed Development Plan3.2.1 Product RoadmapsList and describe product type and service of all categories, what they do, when they are available, and the timeline of design, prototype, sample promotion etc. (tables and figures are encouraged)3.2.2 Development StagesWrite down the stages used to measure the stepping successes (deliverables, milestones) of the whole pany according to the development plan.3.3 Future ApplicationsList and describe potential applications.4. Marketing AnalysisNo matter how good your products and services are, the venture cannot succeed without effective marketing. This begins with careful and systematic research. It is very dangerous to assume that you already know about your intended market. You need to do market research to make sure you are on track. Use the business planning process as your opportunity to uncover data and to question your marketing efforts. Your time will be well spent.There are two kinds of market research: primary and secondary.Secondary research means using published information such as industry profiles, trade journals, newspapers, magazines, census data, and demographic profiles. This type of information is available in public libraries, industry associations, chambers of merce, from vendors who sell to your industry, and from government agencies.Primary research means gathering your own data. For e*ample, you could do your own traffic count at a proposed location, use the yellow pages to identify petitors, and do surveys or focus-group interviews to learn about consumer preferences. Professional market research can be very costly, but there are many books that show small business owners how to do effective research themselves.In your marketing plan, be as specific as possible; give statistics, numbers, and sources. The marketing plan will be the basis, later on, of the all-important sales projection.4.1 Market TrendDescribe your industry. Is it a growth industry" What changes do you foresee in the industry, short term and long term" How will your pany be poised to take advantage of them"Facts about your industry:What is the total size of your market"What percent share of the market will you have" (This is important only if you think you will be a major factor in the market.)Current demand in target market.Trends in target marketgrowth trends, trends in consumer preferences, and trends in product development.4.2 Market SegmentationShow the understanding of the market segments (sizes, volume growth, revenue growth)4.3 Market Gap (Unique Selling Point)Analyze the current market and identify and e*plain that there might be a gap, a weak/missing segment of the market for your particular product. And describe growth potential and opportunity for a business of your type and size.4.4 petitive AnalysisWhat products and panies will pete with you" List your major petitors:Will they pete with you across the board, or just for certain products and customers or in certain locations" Will you have important indirect petitors" (For e*ample, video rental stores pete with cinemas, although they are different types of businesses.)How will your products or services pare with the petition"You can use the petitive analysis table below to pare your pany with your two most important petitors. The first column lists key petitive factors. Since these vary from one industry to another, you may want to customize the list of factors.In the column labeled Me, state honestly how you think you will be perceived in customers' minds. Then check whether you think this factor will be a strength or a weakness for you. Sometimes it is hard to analyse our own weaknesses. Try to be very clear here. Better yet, get somebody else to assess you. This can be a real eye-opener. And remember that you cannot be all things to all people. In fact, trying to be causes many business failures because their efforts bee scattered and diluted. You want an honest assessment of your firm's strong and weak points.Now analyse each major petitor. In a few words, state how you think they pare with you. In the final column, estimate the importance of each petitive factor to the customer. 1 = critical; 5 = not very important.Table 1: petitive analysisFACTORMeStrengthWeaknesspetitor Apetitor BImportance to customerProductsPriceQualitySelectionServiceReliabilityStabilityE*pertisepany reputationLocationAppearanceSales methodCredit policiesAdvertisingImageNow, write a short paragraph stating your petitive advantages and disadvantages.5. Business ModelHow will you develop your pany, through alliance and co-development or "List and e*plain them step by step.5.1 Core petenceDescribe your most important pany strengths and core petencies. What factors will make the pany succeed" What do you think your major petitive strengths will be" What background e*perience, skills, and strengths do you personally bring to this new venture"5.2 SWOT AnalysisStrength: Cost, size, energy saving, eco-friendly, robustness, future developmentWeakness: Immature, suppliersOpportunities: Political Opportunities, market opportunities, co-operation opportunities.Threats:petitors, Intellect Property, supplier chain.5.3 Marketing PlanNow outline a marketing strategy that is consistent with your niche.Marketing strategies according to the 4P theories, namely Product, Price, Promotion and Place. (The 5th P People is the whole reason for the services industry to be doing very well OR even for improving the service e*perience in a Product industry is because they all target 'People'.)Product StrategyList all of your major products or services.For each product or service:Describe the most important features. What is special about it"Describe thebenefits. That is, what will the product do for the customer"Note the difference between features and benefits, and think about them. For e*ample, a house that gives shelter and lasts a long time is made with certain materials and to a certain design; those are its features. Its benefits include pride of ownership, financial security, providing for the family, and inclusion in a neighborhood. You build features into your product so that you can sell the benefits.What after-sale services will you give" Some e*amples are delivery, warranty, service contracts, support, follow-up, and refund policy.PricingE*plain your method or methods of setting prices. For most small businesses, having the lowest price is not a good policy. It robs you of needed profit margin; customers may not care as much about price as you think; and large petitors can under price you anyway. Usually you will do better to have average prices and pete on quality and service. Does your pricing strategy fit with what was revealed in your petitive analysis"pare your prices with those of the petition. Are they higher, lower, the same" Why"How important is price as a petitive factor" Do your intended customers really make their purchase decisions mostly on price"What will be your customer service and credit policies"PromotionHow will you get the word out to customers"Advertising: What media, why, and how