（可行性报告商业计划书）IEEE 商业计划书写作方法8.pdf
Volume VII67$57,1*#$#+,*+07(&+#&203$1byMichael L.BairdThe Institute of Electrical and Electronics Engineers,Inc.New York,New YorkNetworking the WorldTMIEEE Engineers Guide To Business SeriesEditor:Barbara StolerTypographer:Jill R.BagleyCopyright 1995 byTHE INSTITUTE OF ELECTRICAL AND ELECTRONICSENGINEERS,INC.345 East 47th Street,New York,NY 10017-2394All rights reserved.No part of this book may be reproduced,in any form nor may it be stored ina retrieval system or transmitted in any form without written permission from the publisher.Printed in the United States of AmericaC O N T E N T SForewordPrefaceAcknowledgementsIntroductionPART ONETHE GENESISChapter 1Start-up Opportunities for High-Tech EntrepreneursChapter 2Technology-Oriented Professional as Company FounderChapter 3Life in Your Start-UpPART TWOGETTING DOWN TO BUSINESSChapter 4Market-Versus Technology-Focused Approach toGrowing a BusinessChapter 5When High-Growth Business is Desirable and NecessaryChapter 6Start-Up Financing Terminology and StagesPART THREE DUE DILIGENCEChapter 7Elements of a Successful Start-UpChapter 8Create Your Management Team and Board of DirectorsChapter 9Evaluate Markets and Target CustomersChapter 10Define Your Product or ServiceChapter 11Write Your Business PlanChapter 12Funding IssuesSIDEBARSResources Available to Start-Up EntrepreneursSymantec Corporation:Responding to a Changing NeedFinancials for EngineersA Crash CourseTrials and Tribulations in the Financing of One Start-Up CompanyBusiness Plan Writing Aids and Financial Planning AidsOne Venture Capitalists Perspective on Plan EmphasisSoftware SuccessWho Gets Funding How and Where)25(:25Entrepreneurship is the call of the l990s.This is particularly the case in high technology,whereour society continues to place more feverish demands on American ingenuity for improvementand innovation in the products and services that surround our lives.Everyone looks to create thefastest chip,the lightest laptop,and the most powerful software.There is no limit to thetechnological advances realized with every new product introduced,which is exactly why therehas never been a better time to consider an entrepreneurial venture.It is hard to escape the image of entrepreneurial success in todays media-consciousenvironment.Multi-billionaire founder Bill Gates of Microsoft has appeared repeatedly on thecovers of business magazines.Entrepreneur Ross Perot reaches out to be the president of theUnited States.Successful entrepreneurs are ubiquitous at a time when loyalty to Fortune 500companies continues to diminish amid the trend of layoffs and reorganization.When youconsider that the overwhelming majority of new jobs created this decade will come from start-upcompanies,a high-tech business venture seems a reasonable,if not downright admirable,proposition.As the president and chief executive officer of Silicon Valley Bank,I have met with thousands ofambitious entrepreneurs from every walk of life.I am very proud to have provided guidance andassistance to many of these individuals,many of whose companies are now quite successful.What do these successful individuals all have in common with each other?You will not find it surprising when I tell you that these individuals all share the same trait:motivation.Not motivation for wealth,money,or power,though.Rather,the more successfulpeople are those who desperately want and seek out autonomy and challenge.They want touse their drive,skills,and hard work to turn an idea or a dream into a company.Start-upentrepreneurs have a special passion for life and view each new workday as a new challenge.Of course,I know my generalities cannot assimilate life in a high-tech start-up,but I believeStarting a High-Tech Company delivers the important information and sage advice those ofyou considering a high-tech venture need in order to make informed decisions on how toproceed.Many entrepreneurs who want to start a venture do not know where to begin or what to expect.In this book,classic formulas for success are laid out in no-nonsense terms.Life in a start-up isdescribed vividly,and real-world anecdotes detail both failures and successes.Valuable advice ispresented for creating wealth using founders stock and stock options,which are topics notalways familiar to technically oriented entrepreneurs.While the book specifically addresses thehigh-tech entrepreneur,those considering employment at a start-up will find it helpful inunderstanding the dynamics involved in working in that environment.In the investment community,we see higher quality start-ups today than in the 1980s.Competition for venture funding is intense and global.Successful companies plan from day oneto attract syndicates of investors who will carry the company from the concept stage through aninitial public offering or acquisition by a larger,usually public,company.Many start-upsestablish early strategic partnering relationships with customers,suppliers,and governmentsworldwide.Those companies that are well planned,are created by strong teams,and offerproprietary technology that plays into growing and targeted markets can obtain funding.Withfunding comes an excellent chance for success.This book will arm you with the knowledgenecessary to create such a company.Life in a start-up is one of the most exciting things you can experience,and I encourage you toexplore your options.Do your homework,find your place in life,and live your entrepreneurialdream.Roger V.SmithSilicon Valley BankApril,199535()$&(Career stability is becoming increasingly volatile.For the most part,the business re-engineeringprocess has cast off the livelihood of the individual as a corporate concern.For mostprofessionals,the once comforting career track has become obsolete.Workers must now re-invent themselvesand increasingly,this takes the form of launching a new business.For mostof you,starting your own high tech company has long been a dreamit may now be a necessity.Todays job pressure can be the catalyst for your start-up success.During the past decade I have had the opportunity to interact with a large number of high-techentrepreneurs at all stages of development.It seems that the desire for men and women toachieve independence and free themselves from the bonds of traditional employment is moredeeply ingrained in the human soul and more universal in scope than commonly thought.If youare such an individual if you hold in your soul a powerful ambition to start your own high-techbusiness,now is time to act.After enjoyable and profitable experiences as an officer in six venture capital and other privatelyfunded turnarounds and start-ups,I remain involved almost exclusively with start-ups.Becauseso many people have asked for my advice over the years,I committed to put it into writing.Ihope that you too will benefit financially and enjoy creating your new business.In preparing this book,I have made a special attempt to verify all information,especially as itpertains to the subjects of law,securities,taxes,and investments.However,this informationchanges frequently,and varies by state.Therefore,on these important investment,legal,and taxmatters,follow this books advice by seeking expert counsel.You must be prepared to assumefull responsibility for the outcome of your decisions.One thing is certain:With your common sense and this book as a guide,you can determine therisks and rewards of starting a new venture.This book tells you which questions to ask and whatinformation you need to obtain to make an informed decision.I can guarantee you that starting your own business is going to be the greatest thrill of your life.Creating value for your customers,creating jobs for your employees,contributing to your ownsuccess,and giving yourself and your family complete psychological and financial independencewill make all the work worthwhile.Read and enjoy!Michael L.BairdApril,1995$&.12:/(*0(176“When life deals us blows that we cant overlook,some suffer in silence and some write a book.”E.B.de Vito,Wall Street Journal,July 7,1987Completing this book was a wonderfully satisfying affair,and I have lots of people to thank forhelping to make it happen.I especially want to acknowledge the gift of precious time and themany contributions made by the following reviewers:Janet Brewer,attorney-at-law with theLaw Offices of Janet L.Brewer in Palo Alto,CA;Kenneth R.Allen,attorney-at-law withTownsend and Townsend in Palo Alto,CA;Janet G.Effland,vice president of the venturecapital firm Alan Patricof Associates,Inc.,in Menlo Park,CA;Anthony C.Bonora,senior vicepresident of research and development at Asyst Technologies in Milpitas,CA;the late David H.Bowen,publisher of Software Success in San Jose,CA;William J.Wall,vice president offinance and administration and CFO of Resumix,Inc.,in Santa Clara,CA;Dr.David K.Lam,founder of Lam Research Corporation and president and CEO of Expert Edge Corporation inPalo Alto,CA;Ed Zschau,former U.S.congressman and chairman and CEO of Censtor in SanJose,CA;Dr.Phillip B.Nelson,industrial psychologist with the Institute for ExceptionalPerformance in San Francisco,CA;and Dr.Jeanne Gilkey of the University of Phoenix in SanJose,CA.In addition,the following individuals provided advice or resource materials:Bruce W.Jenett,attorney-at-law with Fenwick&West,Palo Alto,CA;Dr.Jim Plummer,president of Q.E.D.Research and venture capital consultant in Palo Alto,CA;C.Gordon Bell of Los Altos,CA,formerly of Digital Equipment Corporation and author of High-Tech Ventures;Mary Cole;andKathy Janoff.My wife Heidi grammar-checked the manuscript.My terrific kids,Robby and Sandy,missedway too many bike rides with their dad.Barbara Stoler,Manager,Career Development and Outreach at IEEE,helped me step-by-stepthrough the arduous process of revising and marketing the book.Jill Bagley,EditorialCoordinator orchestrated production and typesetting of this book.,17528&7,21The fact that start-up companies have been generating new jobs while large establishedcompanies have been laying people off has caused a great deal of media attention to be focusedon start-ups.At the same time,starting your own business has been glamorized by a steadystream of articles and books about successful entrepreneurs.The good news is that all of this exposure has made it socially acceptable for people to quit theirbig company jobs and start their own enterprises.The bad news is that much of the availableinformation for new companies glosses over or completely ignores the monumental effortrequired to successfully launch an organization.Over the years,numerous entrepreneurs havetold me about the discouragement and hard work they faced in launching their companies.Starting a company is a very difficult process,but much of the discouragement results fromunrealistic expectations.When I left Amdahl Corporation to launch my first software company,my boss at the time told me,“Dave,you think this is going to be a sprint,but its really amarathon.”He was the first of many wonderful people who extended a helping hand and showedme the lay of the land.Starting a company in Silicon Valley enabled me to meet other entrepreneurs who were furtheralong in their ventures.Some had started dozens of businesses,while others were just beginningtheir second year.No matter what stage of the game they were at,I learned something fromeveryone I talked to.While reading Starting a High-Tech Company,I thought back to my early days as anentrepreneur and gleaned new insights into issues I had wrestled with time and time again.MikeBaird reached out and helped me,and,in turn,I shared some of my experiences with Mike,which are included in this book.If you are considering initiating your own start-up from a large-company environment,I stronglyurge you to read this book from cover to cover.Then,reread it every few months and refer backto it with questions as they come up in your business.If you have already started your own business,much of what you read here will confirm whatyou already know,but you may gain deeper insight into why things are the way they are.Everyone who reads this book will feel a sense of camaraderie as they read about other peoplewho have embarked on this journey.Good luck to you all as your businesses grow and evolve!David H.Bowen3DUW#2QH7+(#*(1(6,6Part One of Starting a High-Tech Company discusses opportunitiesfor the entrepreneurial engineer,clarifies your new role as the CEOand founder of your own business,and describes life in your newstart-up.If you have not given much thought to how starting your ownbusiness might impact your life,then these chapters should beespecially beneficial.&KDSWHU#467$57083#23325781,7,(6)25#+,*+07(&+#(175(35(1(856“Software opportunities continue to provide the bestpaths for engineers wanting to start their own companies.”David H.Bowen2SSRUWXQLWLHV#IRU#6WDUW08SV#$ERXQGWhile the number of start-ups may be down from its highest levels,the number that will succeedis not.Although it is true that less venture capital is available these days,those companies goodenough to get it are more likely to do well.Figure 1.1Rates of Return for 200 Venture Capital-Backed Ventures from 19731983Source:TTG Research and J.Trudel,High Tech with Low Risk:Venturing Safely Into the 90sAs Figure 1.1 suggests,venture capital-backed companies have made money for some,but notall,start-up entrepreneurs.While a venture funds investors have the safety of diversification,your shot must be on target.Your gain will roughly mirror that of your investors return in yourstart-up.So you see,you have roughly a one-third chance of losing money,a one-third chance ofbreaking even,and a one-third chance of becoming substantially wealthy.This book teaches you how to launch and finance your successful start-up.There remainnumerous areas of opportunity for engineering-related start-up companies,some of whichinvolve markets far larger than those of the 1980s.These new technologies will continue to driveout the old.For example,personal computers are increasingly becoming connected in networksand supplanting what minicomputers and mainframes used to do.That requires new hardwareand software tools that you could develop.Hardware and software for pen-based computers arehot,as is software for WindowsTM-based applications.Medical electronics and biotechnologyalso continue to cross new horizons,and wireless communication is emerging as an importantgrowth area.10%8%14%34%22%12%greater than 10 timesgain5 to 10 times gain2 to 5 times gain1 to 2 times gainpartial losstotal lossHowever,as you will come to appreciate,your business success will depend on much more thansimply developing an exciting new technology.But that is what you are best atdeveloping newtechnology.While others may be expert in marketing,finance,and other aspects of business,they will lack your knowledge of key enabling technology.So who will be the winner?You arebetting that you can learn how to plan and build a successful technology-based business fasterand better than a
