BUSINESS PLAN英文商业计划书.doc

Business planforHappyMByGroup 5 E1 Harrison Alex Owen Danny Messi Andrew Peter Baseney TABLE OF CONTENTSExecutive Summary-3Background-3Market-5Sale and pricing-8Technological- 11Staff-16Financial-17Summary-21 1. Executive SummaryThe total capital we need is about 400,000 yuan. Each of the 8 members invest50,000yuan. The name of our website is HappyM.The business will bea Web mall that serves students and other people China.Based on thefinancial and competitive analysis presented in this plan, BulldogM willbe successful.HappyM will become firmlyestablished in within threeyears.HappyMs user-friendlyenvironment, technical excellence, competitivead rates, and its slogan, “HappyM Cheap,fast and happy”will providea distinctive competitive edge.HappyM anticipates launching in 2012 with a target launch date of Jan1, 2012. The site will be operational 24 hours a day, 7 days a week.2. Backgroundelectronic commerce background and significanceThe last centurysince the 90's, along with the network, communication andinformation technology, a breakthrough in the world, Internet explosive growthand the rapid popularization. In this context, the electronic commerce emergeas the times require. Electronic commerce is based on the Internet, to the mainparties to the transaction, bank electronic payment and settlement means, tothe customer data based on new business model, it can make the merchantand the supplier closelyrelates, quicklymeets the customer need, also allowsbusinesses globallyto select the best suppliers, in the world the market saleselectronic commerce in the world, approximatelyeverynine months, itstransaction volume will be doubled, global e-commerce transactions ( includingonline trade, such as hundreds of billions of dollars in sales ), business incomeincreased 262%.At present, manycountries in the world have been optimistic about theelectronic commerce the new continent, is generallybelieved that thedevelopment of electronic commerce will be the next 25 years, the world economic development an important force, in the promotion of economywill befar more than 200 years before the industrial revolution.3. Market3.1 Swot AnalysisStrengths:1.low cost ,we don't need a true shop and we also have less staff2.Good service,consumers' satisfaction is our aim3.Our endeavor and confidenceOpportunities:1. The development of shopping online is veryfast2. Students is such a big marketWeakness:1. loan required2. Lack Experience3. Website PromotionThreats:1.Potential future competition2.Higher costs in future3.2Target Market:1.Students from universitywho do not have a lot of money.(Main custom)2.White collars who like shopping online.3.Officials in government and company.4.Teachers in university 3.3 Market Research3.3.1. Objective of the Research:As the number of Chinese netizens increases rapidly, shopping online hasbecome a part of more and more people's dailylife. In 2009, the ratio of onlineshopping transactions to total retail sales of social consumer goods increasedto 1.6% and 1.9% respectivelyin 2009 from 1.3% in 2008. In addition toconsumers increasinglypreference to online shopping, financial crisis is alsoin favor of online shopping development. The purpose I did this research is toanalysis the real reason whyonline shopping is gaining popularityin China.3.3.2. Description of the Market:Online shopping is the process consumers go through to purchase products orservices over the Internet. An online shop, e-shop, e-store, internet shop,webshop, webstore, online store, or virtual store evokes the physical analogyof buying products or services at a bricks-and-mortar retailer or in a shoppingmall.Online shopping is a type of electronic commerce used for Customer-to-Customer(C2C) business-to-business (B2B) and business-to-consumer (B2C)transactions.A growing number of Chinese netizens are accustomed to online shopping dueto its apparent price and convenience. Currently, around one in four netizens inChina select online shopping, while it is two in three netizens in countries withhigh Internet penetration such as European countries, the United States andSouth Korea. Therefore, the potential of Chinas online shopping market hasnot been fullyliberated yet.3.3.3. Market Metrics:In China, the three main Chinas B2C market players are:1）TaobaoMall A B2C Marketplace operated byA, a local Internetcompanyin which Yahoo bought 40% stake in Sept. 2005. A alsoboasts the worlds largest B2B marketplace. 2） 360buyone of the biggest B2C web of ChinaFor example, recently, CNNIC made a B2C Shopping Market Survey, whichinvolves Random Sampling Telephone Surveyand Online Survey.Marketshare of china electronic B2C Web Differences of B2C consumer's age (18-30 and above 30)Tao bao Amazon 360buy We can see that the young people is our main consumer, theyarestudent ,White collars and offcials3.4 Competitors analysis1.Taobao :It is a Chinese online shopping website. It sells all kinds of productsand it is the largest online shopping website in China .2.Amazon: Amazon started in 2004 as a electronic products and booke-retailer, and has become one of the biggest internet brand in China. Theyarefocused on bringing qualitybooks,electronic products and other lifestyle goodsat reasonable prices to our customers.3.360buy: 360buyJingdong Mall () is the biggest 3C onlineretailer of the B2C market in China; it is one of the most popular and powerfulE-Business website in the China's E-Business field. (3C stands for Computer,Communication, and Consumer Electronic) promises to provide kindlyOmni-directional services for personal users andbusiness users, Jingdong works hard on developing a friendly, happyandrelaxed shopping environment for shoppers, and keeps adding more products,hopes to satisfyshoppers with different shopping demands. Compare to theother same kind of E-Business retailers, 360buyJingdong Mall has a hugecatalog of products, competitive prices, and consummate logistics anddistribution systems and so on, Jingdong has built good reputation in theE-Business field and having large market share among the bests in china.3.5 Promotional strategyWe provides several measures of discount,these are basic promotions.1.Everyconsumer will get a membership card, as if theyhave bought 200RMBgoods. Then consumers can enjoya 5% discount in the later consumption.2.Sometimes, some combinations of goods also provide a huge discount.3.We will organize some sales promotion during festivals3.6 Website publishing promotion1.Promote the site through search engines2.Use our own website to promote our own website3. Use of other sites to promote their website4.Use our services and promotional activities to promote the site5.Use of traditional media to promote the site 4.1 Product instruction2.Cell phoneAndroid Cell PhoneQuad Band Cell PhoneDual Cards PhoneQwertyKeyboard PhoneWiFi Cell PhoneTV Cell PhoneWatch Cell PhoneCartoon Cell Phone Android Tablet PCWindows Tablet PCA4.Other electronic productsMP3/MP4/MP5 Players and so on4.2 Pricing strategyThe aim of companyis that lower unit price, better sale volume. Thus the profitis set about10% to15%. (Posting fee is not included), When we hold salespromotion maybe set low even lower than the cost. 4.3 Payment:Online shoppers commonlyuse credit card to make payments, howeversome systems enable users to create accounts and paybyalternative means,such as:Debit cardVarious types of electronic moneyCash on delivery(C.O.D., offered byveryfew online stores)ChequeWire transfer/deliveryon paymentPostal moneyorderReverse SMS billing to mobile phonesGift cardsDirect debit in some countries4.4 Customer Service1.Our Guarantee 1 year guarantee dateIf there is qualityproblem with your product,please return it to us ,and we willoffer you free repair service. Customer should cover the return shipping fee,and HappyM is responsible for the shipping costs of arrangingreshipment byair mail.Sometimes we maygive you a solution according to thegoods'value either issue you a partial refund or send a replacement.2. 45 days MoneyBackWe offer Money-Back-in-45-Day-Service for everybuyer. If you don'tget the goods/items within 45 days after you pay, you can open an dispute, wewill issue full refund to you first without anyexcuses. However, we sincerelyhope you can repayif you finallyget the goods/items after 45 days.5.Technological5.1 technologies Role management: HappyM implements a solution that separates theroles of customers groups, the managers groups and partners groups via thestrict account management.Products categorizing: HappyM programs the product classificationneatlyand regulate the different categories dynamicallyfor the differentcustomer.Order management: on HappyM customer can take order easilyandsimply via a tool called one to one ordering centre.Online payment: HappyM provides a convenient payment system viathe partnership with numerous banks.Web development: the professional technological supports ensure thatHappyM can update content in time, protect the safetyof customerinformation and so likes.5.2 website designName : HappymallSubject: promote awareness of our web and provide serve of onlineshoppingLanguage: Chinese and EnglishWeb style: Dominated bywarm,gives viewers comfortable feeling. homepageProduct search help Member shoppingcartsettlementregistration Overall LayoutStructure of website The homepage of our websiteOne specific goods Products search 6.Staff6.1 position of staffCEO:DannyCFO :HarrisonWebsite designer :AlexProcurement staff :MessiPromoting :AndrewMakeing :PeterAssistant :Owen Baseney 8.SummaryHappyM will be successful. This business plan has documented thatthe establishment of H is feasible. All of the critical factors such asindustrytrends, marketing analysis, business operations, competitive analysis,management expertise, and financial analysis support this conclusion.HappyM Cheap,fast and happyThank you!