Business-plan-template全英商业计划书模板60.pdf

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1、 Business plan for a new business The 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

2、 have finished writing your first draft,you will have a collection of small essays on the various aspects of the business plan.The next 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 li

3、es 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

4、,mistakes later.This business plan is a specific model suitable for high-tech businesses.Before you begin,look at the 1st section 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 t

5、o 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 complete 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

6、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 plan The generic business plan presented should be modified to suit your specific type of business

7、 and the audience for which the plan is written.For raising capital For investors Investors have a different perspective.They are looking for dramatic growth,and they expect to share in the rewards:o Funds needed short-term o Funds needed in two to five years time o How the company will use the fund

8、s,and what this will accomplish for growth o Estimated return on investment o Exit strategy for investors(buyback,sale or IPO)o Proportion of ownership that you will give up to investors o Milestones or conditions that you will accept o Financial reporting to be provided o Involvement of investors o

9、n the board or in management For type of business High-tech companies Economic outlook for the industry Will the company 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 researc

10、h and development And what is required to:o Bring product/service to market?o Keep the company competitive?How does the company:o Protect intellectual property?o Avoid technological obsolescence?o Supply necessary capital?o Retain key personnel?High-tech companies sometimes have to operate for a lon

11、g 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 expected to occur.And your ass

12、umptions must be well documented and well argued.Business plan OWNERS Your Business Name Date E-Mail Webpage Table of contents 1.Executive summary.6 2.Introduction to the Company and its Management.7 Company Overview.7 Organisational Structure.7 The Management Team.7 Advisory Board.7 Proposed Manage

13、ment Compensation.7 Headcount Forecast.7 3.Products and Services Description.8 Products and Technologies Introduction.8 Detailed Development Plan.8 Product Roadmaps.8 Development Stages.8 Future Applications.8 4.Marketing Analysis.9 Market Trend.9 Market Segmentation.10 Market Gap(Unique Selling Poi

14、nt).10 Competitive Analysis.10 5.Business Model.12 Core Competence.12 SWOT Analysis.12 Marketing Plan.12 Sales Forecast.14 Realistic Scenario.15 Optimistic Scenario.15 Pessimistic Scenario.15 6.Risk Analysis and Management.16 Technical Risk.16 Technology Safety.16 Product Quality.16 Delay.16 Competi

15、tion Risk.16 Management of Growth.17 Market Risk.17 7.Financial Plan.18 Summary of Assumptions.18 Revenue.18 Direct Variable Costs.18 Fixed Asset Investment.18 Human Resources.18 Services Rendered by 3rd Party.18 Infrastructure and Operational Costs.18 Marketing.18 Tax.18 Break-Even Position.18 Proj

16、ected profits.19 Investment and Return.19 Financial Statements.19 8.Business Feasibility and Impact in the UK and China.20 9.References.21 10.Appendices.22 Executive summary Write this section last.We suggest that you make it no more than two pages long.Include everything that you would cover in a f

17、ive-minute interview.Explain 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,complete and concise.If proposing for an investment,

18、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.(example below)Company and Management(Team)Product/Service Descript

19、ion Market Analysis Company Strategy Risk Analysis Financial Plan Investment Proposition Introduction to the Company and its Management 2.1 Company Overview What business will you be in What will you do Mission Statement:Many companies have a brief mission statement,usually in 30 words or fewer,expl

20、aining 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 Structure If youll have more than 10 employees,create an organizational chart showing the management hierarchy and who is responsible for

21、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 Team Who will manage the business on a day-to-day basis What experience does that person bring to the business What special or distinctiv

22、e competencies Is there a plan for continuation of the business if this person is lost or incapacitated?2.4 Advisory Board List members of management advisory board and their short resume/CV.2.5 Proposed Management Compensation If the management team are willing to reduce their compensation in the f

23、irst year of business 2.6 Headcount Forecast Number of employees of each departments and the total in the next 5 years.(tables preferred)Products and Services Description 3.1 Products and Technologies Introduction Describe in depth your products or services(technical specifications,drawings,photos,s

24、ales brochures and other bulky items belong in the Appendices).What factors will give you competitive advantages or disadvantages Examples include level of quality or unique or proprietary features.What are the cost,fee or commission structures of your products or services?Dont forget to include the

25、 current Patent Status.3.2 Detailed Development Plan 3.2.1 Product Roadmaps List 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 Stages Write do

26、wn the stages used to measure the stepping successes(deliverables,milestones)of the whole company according to the development plan.3.3 Future Applications List and describe potential applications.Marketing Analysis No matter how good your products and services are,the venture cannot succeed without

27、 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 you

28、r 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

29、in public libraries,industry associations,chambers of commerce,from vendors who sell to your industry,and from government agencies.Primary research means gathering your own data.For example,you could do your own traffic count at a proposed location,use the yellow pages to identify competitors,and do

30、 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 source

31、s.The marketing plan will be the basis,later on,of the all-important sales projection.4.1 Market Trend Describe your industry.Is it a growth industry What changes do you foresee in the industry,short term and long term How will your company be poised to take advantage of them Facts about your indust

32、ry: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.

33、4.2 Market Segmentation Show 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 explain that there might be a gap,a weak/missing segment of the market for your particular product.And describe gro

34、wth potential and opportunity for a business of your type and size.4.4 Competitive Analysis What products and companies will compete with you?List your major competitors:Will they compete with you across the board,or just for certain products and customers or in certain locations?Will you have impor

35、tant indirect competitors (For example,video rental stores compete with cinemas,although they are different types of businesses.)How will your products or services compare with the competition?You can use the Competitive analysis table below to compare your company with your two most important compe

36、titors.The first column lists key competitive 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

37、 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 effor

38、ts become scattered and diluted.You want an honest assessment of your firms strong and weak points.Now analyse each major competitor.In a few words,state how you think they compare with you.In the final column,estimate the importance of each competitive factor to the customer.1=critical;5=not very i

39、mportant.Table 1:Competitive analysis FACTOR Me Strength Weakness Competitor A Competitor B Importance to customer Products Price Quality Selection Service Reliability Stability Expertise Company reputation Location Appearance Sales method Credit policies Advertising Image Now,write a short paragrap

40、h stating your competitive advantages and disadvantages.Business Model How will you develop your company,through alliance and co-development or List and explain them step by step.5.1 Core Competence Describe your most important company strengths and core competencies.What factors will make the compa

41、ny succeed What do you think your major competitive strengths will be What background experience,skills,and strengths do you personally bring to this new venture 5.2 SWOT Analysis Strength:Cost,size,energy saving,eco-friendly,robustness,future development Weakness:Immature,suppliers Opportunities:Po

42、litical Opportunities,market opportunities,co-operation opportunities.Threats:Competitors,Intellect Property,supplier chain.5.3 Marketing Plan Now outline a marketing strategy that is consistent with your niche.Marketing strategies according to the 4P theories,namely Product,Price,Promotion and Plac

43、e.(The 5th P People is the whole reason for the services industry to be doing very well OR even for improving the service experience in a Product industry is because they all target People.)Product Strategy List all of your major products or services.For each product or service:Describe the most imp

44、ortant features.What is special about it?Describe the benefits.That is,what will the product do for the customer?Note the difference between features and benefits,and think about them.For example,a house that gives shelter and lasts a long time is made with certain materials and to a certain design;

45、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 examples are delivery,warranty,service contrac

46、ts,support,follow-up,and refund policy.Pricing Explain 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 competitors can under price you

47、 anyway.Usually you will do better to have average prices and compete on quality and service.Does your pricing strategy fit with what was revealed in your competitive analysis?Compare your prices with those of the competition.Are they higher,lower,the same Why How important is price as a competitive

48、 factor Do your intended customers really make their purchase decisions mostly on price?What will be your customer service and credit policies?Promotion How will you get the word out to customers?Advertising:What media,why,and how often Why this mix and not some other?Have you identified low-cost me

49、thods to get the most out of your promotional budget?Will you use methods other than paid advertising,such as trade shows,catalogs,dealer incentives,word of mouth(how will you stimulate it),and network of friends or professionals?What image do you want to project How do you want customers to see you

50、?In addition to advertising,what plans do you have for graphic image support This includes things like logo design,cards and letterhead,brochures,signage,and interior design(if customers come to your place of business).Should you have a system to identify repeat customers and then systematically con