英语商业计划书.doc

Zero-distance campusBusiness PlanZero-distance campusBusiness PlanTable of Contents1.INTRODUCTION TO PLAN32.SUMMARY OF PLAN43.MISSION, STRATEGIES ETC43.1.Vision43.2.Mission43.3.Values43.4.Objectives43.5.SWOTs53.6.Strategies based on SWOTS63.7.Goals/Targets64.PRESENT STATUS64.1.Background64.2.Progress to Date74.2.1.Sales & Marketing74.2.2.Operations & Management74.2.3.R&D74.2.4.Finances.85.PRODUCT/SERVICE DESCRIPTIONS85.1.General Descriptions85.2.Key Features85.3.Main Benefits95.4.Pricing Plans95.5.Competitors Offerings95.6.Competitive Assessment96.PROFILES OF TARGET MARKETS96.1.General Background96.2.Sizes, Segments & Trends0106.3.Review of Competition106.4.Customers/Users106.5.Medium-Term Projections116.6.Review of Market Potential117.MARKETING STRATEGIES, SALES PLANS & PROJECTIONS117.1.Key Marketing Strategies.117.2.Marketing/Sales Plans & Resources127.3.Marketing/Sales Expense Projections127.4.Sales Forecasts137.5.Market Share Projections137.6.Worst Case Scenario138.TECHNOLOGY AND R&D148.1.Overview of Technology148.2.R&D Plans148.3.R&D Resources148.4.R&D Expense Projections149.OPERATIONAL PLANS149.1.Locations & Facilities149.2.Operating Methods/Procedures159.3.Capital Expenditure Projections159.4.Operating Cost Projections1510.MANAGEMENT & ADMINISTRATION1610.1.Management Structure1610.2.Key Management Profiles1610.3.Head Count Projections1710.4.Overhead Expense Projections1711.FINANCIAL PROJECTIONS1811.1.Key Assumptions1811.2.Income (P&L) Projections1811.3.Cash Flow Projections1911.4.Balance Sheet Projections1911.5.Ratio Analyses2011.6.Overall Assessment2012.FUNDING2112.1.Funding Requirements2112.2.Funding Proposals2113.IMPLEMENTATION2113.1.First Year2114.CONCLUSION221.INTRODUCTION TO PLANIn our plan ,well establish a website to offer the students with more conveniences (mainly information) that they are in need of in their daily life. With more and more people going to our website ,we can make profits through advertisements and selling things ourselves. In our early days we will just be confined to the campus of XXXXX, two to three years later we will run our website to more and more schools in Chengdu, and eventually we are sure to develop it to all the colleges in Chengdu. And at that time we will offer more information.We also put on some activities , lectures, if you are free you can join us.Order dishes online or buy some necessities for daily useDiscount information about the merchants nearby or far away from our school. Post Bar for exchanging ideas , thoughts, experiences etcThe information about second hand goods that the students offered.Information about lectures, meetings, parties, exhibitions, moves on show, examinations, review materials, important courses in and out of our school.Self-help travel: if a group of people want to go somewhere they will paste their information on line and you can contact them to go with them togetherMore items need to be developed.Chart 1 The items that we offerOur business plan was made founding on the following assumptions:1: college students are generally lazy , theyd prefer the things being sent to them.2: college students trend to love the discount things which are both cheap and in good quality.3:college students love to go exploring the world, but cant pay the high expense.4. college students want the information to be listed on the screen, even though they need quite a small amount of information. 5. college students like to change ideas on things with each other. 2.SUMMARY OF PLAN（SKIPED）3.MISSION, STRATEGIES ETC3.1.VisionTo be the portal website for the college students in Chengdu.To be the web-based homeland for the college students in Chengdu.To be the memo for the college students in Chengdu.3.2.MissionWe will offer our customers whatever the want after they clicking the mouse in font of the screen.3.3.ValuesDedication(奉献) Professional（专业） Concentration（专注） Comprehensiveness（全面）3.4.ObjectivesCustomer first, Room service, Without compromise & Exchanging of feelings are our objectives.3.5.SWOTsStrengthsWeaknessesWe are all students so we can know exactly what the students want.We offer the students the things that they are really in need of.Our team can design and operate the website quite well.The investment in early days is quite low.It is difficult to get every bit of news that the students are in need of.We may not be so mature in technology as to do everything well.Along with the development of our website we may be short of money and human resources.It is difficult for us to ensure that the goods in the website are all in good quality.It is also difficult for us to partition the fake and exaggerated information Hardly had any one adopted this kind of business model.Our government encourages us to be self-employed and will give us both low interest loan and taxCollege students nowadays trends to be more and more lazy, they are accustomed to the things being delivered to their dormitories.The merchants have always being trying to selling their goods to the students. We offer them a chance to advertise their goods.It is difficult for the students to get all the information that are requisite for them, we can collect the information from other students ,the information about a lecture ,a match ,a meeting or an outing. This business model will be easily imitatedNegotiating with the merchants will be difficult Our marketing will be difficult and cost a long time to be known widely.OpportunitiesThreats3.6.Strategies based on SWOTSSO: Strength-Opportunity strategyST: Strength-Threat strategyBringing out our website as soon as possible and develop and grow stronger as quickly as possible.Establishing a good relationship with the competent authorities .Establish a Strategy Alliance with the merchantsCreate our own brand as quickly as possibleSelling things ourselves (vertically integrated )Giving marketing priority WO: Weakness-Opportunity strategy WT: Weakness-Threat strategyKey information strategy Talents introducing strategy Raising money in public.Merchants credit quality rating strategy. Unite other websites to do the business together.3.7.Goals/TargetsRanking big-ten portal website in china4.PRESENT STATUS4.1.BackgroundWe have just finished programming it including all the details, and then we will try to build our web-site, the website may take us a whole month, and after that we will launch our advertisements.4.2.Progress to Date4.2.1.Sales & MarketingChart2: predicted revenues in two yearsOur marketing : the object is all the college students in Chengdu(more than one million). In our early days we mainly depend on posters, bbs, QQ group, Baidu Post Bar .4.2.2.Operations & ManagementWe have four people all together now. One will do daily is to maintain the website, renew the information , delete the bad information the information than go against the reform and opening up and in the modernization drive (不利于社会主义现代化建设)，enhance some functions. One will chat with the one who wan to buy the things that we put one the website. The third one will do the delivering, It may be a tough task, the forth will collect information from every corner of the campus. Also we encourage students to up load some useful information, or update the latest news. 4.2.3.R&DWe will have little R&D to do in our daily lives ,The so called R&D for us is the items we will offer and the excitement and conveniences that we will add to our website . In order to be more attractive we must do market research carefully first, knowing what the students really need ,then make a plan.4.2.4.Finances.The money of the project mainly comes from the four of us, each of us will do a 1/4 stock purchasing about fifty thousand yuan. So the total assets will be two hundred thousand. We planned to spend the money on advertisements, or the posters. For a poster may be quite expensive.5.PRODUCT/SERVICE DESCRIPTIONS5.1.General DescriptionsOur website includes parts :Part 1: Ordering dishes from the electronic menu in our website. Also you can leave a message on it, putting forward your requirements. You can order other food that the store sells, they will provide home delivery service.Part 2: Selling & buying secondhand books and some other things. We will deliver the secondhand goods for you.Part 3: Discount & special offers information about the merchants. You can enjoy the discounts. You can enjoy the discounts quite easily.Part 4: Tieba :for exchanging ideas and affections.Part5: Group self-travel information.Part 6: Useful information in our daily lives.Part7: Campus news: lectures, parties, activities& review materials etc.5.2.Key FeaturesThe information is free for everyone as long as you have registered in our website. And all the information is just around us, some may even be of great significance. For example: if Tom want to buy a book named: “General description of Chinese culture” he can issue a piece of information about it ,and leave his qq number, anyone who has that book may chat with him about the price and if they can make the deal we will deliver the book for him. This kind of business is much safer and cheaper than Taobao.5.3.Main BenefitsThe majority of our benefits comes from advertisements than the merchants advertised on our web site, the rest come from the goods we sell through the internet ourselves5.4.Pricing PlansThe price mainly depends on the area the ads occupied, the larger the ads are the more expensive they will be.As to the goods we sell ourselves we will put the price 20% lower than the market price. And if one buy more goods at a time we may give him more discounts.5.5.Competitors OfferingsSuch as goods on Taobao , information on other professional websites, Baidu post bar. Or .5.6.Competitive AssessmentThe goods we offer is strictly refined in our campus we are much faster, much reliable, cheaper, and you can change it right away if you are not satisfied with it.We are in the same school , so we may share some information together. Our website can even be your “master book” or ” memo”. So in general we are in the segment market of some big portal websites, we can challenge the just at their weak point, and then make our own profits.6.PROFILES OF TARGET MARKETS6.1.General Background6.1.1.Market 1 college students. Especially boys.6.1.2.Market 2 merchants, especially those who specialized in selling goods to student, or a big supermarket: such as Carrefour and Wal-mart ,or Beijing hualian（北京华联） ,samsung digital cameras（三星数码相机）, or the “take out “ restaurant(外卖小店)。 6.2.Sizes, Segments & Trends0Four people, a computer, in XXXXX, quite small amount of customers., that is all what we have in the early days or our size.Chengdu University of TechnologyAll the colleges in Chengdu More schoolsTrends: maybe our websites will be more famous an more widely known. Our products will be greatly enriched. The merchants who sell good through our website will be honest and trustworthy. Our information bank will include every small bit of news.6.3.Review of CompetitionReview of Competition includes defining the main competitor, assessing their market share and their product quality, pricing, marketing and promotional strategies.Yaohan(八佰伴), Taobao , Baidu post bar, and some professional website,are all our competitor. What we will do is to combine their business models together ,an create a new model that belongs to us.In terms to the merchants we can contact we are much inferior than Yaohan. When comparing with Taobao we are not so famous, but we are Configure-to-Order. 6.4.Customers/UsersCollege students, especially those in senior classes and those who love playing games so much that they are unwilling to spend time going to the canteen are our customers.College students who loves books but may not be rich enough to buy new books.Girl who want to follow but can just buy discount clothes.Merchants, especially those who specialized in selling goods to student, or a big supermarket6.5.Medium-Term ProjectionsWidening our marketing channels, doing our business in Sichuan university , UESTC, SWUFE, SWJTU, CUNU etc.We can contact more merchants in Chengdu , the merchant can come from different walks of life. In this way we can make a better profit.We can sell more goods, that is really in need of by the students., covering almost every corner of life.Try to make our brand more famous.6.6.Review of Market PotentialIt is no doubt that the market is quite large, you know in Chengdu , therere almost 1,000,000 college students on average a year,30 percent will buy goods through the internet, and we estimate preliminary that 20% may land on our website, Among those 60% may try to buy something. So now we can know that about 120,000 students ,may be our potential customers. Its quite a large number.7.MARKETING STRATEGIES, SALES PLANS & PROJECTIONS7.1.Key Marketing Strategies.The first purpose of marketing is to create customers, to obtain and maintain customer. So our key marketing strategy is innovation strategy, Innovation is the soul of the era of knowledge economy. Era of knowledge economy for business innovation provides an excellent external environment. We need to have a conception Innovation, organization innovation, technological Innovation, product Innovation and market Innovation ,in this fierce market only through innovation can we survive.The second is talent strategy. Innovation is the soul and core of knowledge-based economy. But the innovation of high-quality personnel to be innovative. The competition mainly depends on talents, so we put talent as our strategy.The third is Image Strategy, advertising is a brand image long-term investment.The fourth is cultural strategies.7.2.Marketing/Sales Plans & Resources1-2 years: We bring our web site being basically in place, that is, we should put it forward, but it may not be so famous . We just want to be campus based service website. For one thing were lack of money ,for another ,were not technological mature. 2-5 years, In this period we may broaden our website to more colleges, but we will need much more money . and negotiating with the merchant will be a tough task. Management will also be difficult.5-8 years, Our website will be a website than is famous all over the colleges.8 years, We had not planned yet , but one thing is certain :we will move slowly to the whole of the country.7.3.Marketing/Sales Expense Projections123456Head count - marketing staff234556Head count - sales staff222334Head count - total marketing & sales4568810Average payroll cost/person ($000)250028003000320031003200Total payroll cost ($000)100001400018000256002480032000Travel & subsistence expenses ($000)200030004000600055005000Marketing/sales expenses - XX ($000)150001600016500170001500018000Total payroll & expenses ($000)270003300038500486004530055000Table1 Marketing/Sales Expense Projections7.4.Sales ForecastsChart3 Sales Forecasts7.5.Market Share ProjectionsChart4 market share projections7.6.Worst Case ScenarioOur website is a thorough failure, we gained nothing but experience, technology, customer relations. However failure is the mother of success ,with so many experience gained, we can start a new journey more quickly.8.TECHNOLOGY AND R&D8.1.Overview of TechnologyWebsite technology& art to make the website more attractive, unforgettable and creative.The six softwares ,FrontPage Express ，Fireworks，photoshop ，firewirks ,Flash，Dreamweaver ,are used to do the web programming and web site building. We are planning to invite a student whose major is electronics science and technology to join us. 8.2.R&D PlansThe so called R&D plans for us is to offer more items that can satisfy more of the students needs. For example, we are planning to invite some excellent students to give lectures on the internet exchanging his ideas and thoughts.8.3.R&D ResourcesHuman resources ,money, softwares, books, etc.8.4.R&D Expense Projections20102011201220132014Project A1000011000115001200012900Project B84008900800090009200Project C50006000650049005500Total2340025900260002590027600Table 2 R&D Expense Projections9.OPERATIONAL PLANS9.1.Locations & FacilitiesWhen we are studying in XXXXX we will just put the office in my dormitory. After that we will rent a house near our school the house should be 70-90 in square, with an easy access to internet. Our facilities includes computers, a photocopier, a printer, a fax machine, a telephone, some desks, some articles that are for daily use.9.2.Operating Methods/Procedures1. All the shareholders compose our consititution.2. All the shareholders vote on the constitution of our company. The constitution will lead us in a general way.3. Collect our website to the internet.4. Every takes his job.5. Daily operation and maintenance.9.3.Capital Expenditure Projections ItemscostComputer16000Tax machine2000Photocopier3000Printer5000Telephone200Desk1000Daily use2000Electricity200TDSL60Ads1000Total304609.4.Operating Cos