商业计划工具包(英文版)(ppt 43页).ppt

BusinessPlanToolKit 1 Contents WhatisaBusinessPlan WritingaBusinessPlan BusinessPlansample tobecomplementedlater 2 DefinitionofabusinessplanTheroleofabusinessplaninnewbusinessdevelopmentprocessThesignificanceofabusinessideaDevelopingabusinessideaElementsofapromisingbusinessideaPrioritizingabusinessideaProtectingyourbusinessidea WhatisaBusinessPlan 3 Definitionofabusinessplan Abusinessplanmusthaveadetailedplanforthefollowingeightfactors 1 Product Service2 MarketandCompetition3 Marketing4 BusinessSystem5 OrganizationandHR6 OpportunitiesandRisks7 ImplementationSchedule8 FinancialPlanning Whatisabusinessplan Developingabusinessidea ideawhichcanmakemoney intoadetailedplanthatcanbeimplemented 4 Roleofabusinessplaninnewbusinessdevelopmentprocess Stage1 Stage2 Stage3 IdeaGeneration Businessplanwrite up Implementationandgrowth IdeaGenerationManagementTeam BusinessPlanDevelopmentTeam InvestmentCommitteeVentureTeam TFT Whatisabusinessplan Abusinessplancanbedefinedastheintermediarystagebeforeabusinessideacanactuallybeimplementedasanewbusiness 5 Significanceofabusinessidea Therearemanydifferentwaystogenerateabusinessidea Thefollowingarerecommendationstocomeupwithwell organizedbusinessideas bestifimplementedatthesametimeIntangibleWorkshop Holdworkshopstogenerateideastofacilitatecompanyintangibles asthesignificanceofintangiblescontinuetogrowundertheneweconomyBenchmarking MegatrendAnalysis StudymegatrendsofotherindustriestogenerateideasorconductbenchmarkinganalysisOnlineIdeaDB MakeanideaDBonlinetoenablereview postingofideasasawaytohelpdevelopbusinessideasBusinessPlanCompetition Holdbusinessplancompetitionstogeneratebusinessideas Whatisabusinessplan Nobusinessidea nobusinessplan Nobusinessplan nobusiness Abusinessideaisthestartofabusinessestablishment Youmusthavemanycreativeideaswhichcanbetransformedintoabusinessinordertocreatevalue Developingabusinessidea 6 Elementsofapromisingbusinessidea Thekeytosuccessinthemarketplaceissatisfiedcustomers notgreatproducts ex Ournewdevicecanperform200operationsperminute X Ournewdevicehas25 fewerparts X Ournewdevicewillsavethecustomeraquarterofthetime O MakevaluepropositionstothecustomerPresentcustomerswithuniquevalues Clearcustomervalue Marketofadequatesize Feasibilityandprofitability Sufficientdegreeofinnovation 1 2 4 3 Whatisabusinessplan ClearCustomerValue Whowillbuyyourproduct service Whyshouldthecustomerbuytheproduct Whatneedsdoesyourproductfulfillthatthecompetitorproductscannot Whatismostuniqueaboutyourbusinessidea KeyQuestions 7 Doesthemarketyouplantotargetwithyourproducts serviceshaveadequatesize nopreciseanalysisneeded statisticsorestimatescanbeused Knowwhoyourcompetitorsare Clearcustomervalue Marketofadequatesize Sufficientdegreeofinnovation 1 2 4 3 Whatisabusinessplan Marketofadequatesize Feasibilityandprofitability Whatisthemarketsize Isthemarketgrowing Whatisyourtargetmarketandmarketshare Whoareyourcompetitors Whatareyourstrengths weaknessescomparetoyourcompetitors KeyQuestions 8 Abusinessideashouldhavethefollowingfourelementsaccordingtoproduct servicetypeandbusinesssystem Mustspecifywhereinnovationistakingplace Newproduct Microsoft Newindustry Netscape Existingindustry Newbusinesssystem Dell BusinessSystem Convention Innovation Product service Convention Innovation Clearcustomervalue Marketofadequatesize Sufficientdegreeofinnovation 1 2 4 3 Feasibilityandprofitability Sufficientdegreeofinnovation Whatisabusinessplan Howisyourproduct serviceinnovative Howisyourbusinesssysteminnovative KeyQuestions 9 Considerfeasibility legalconstraints time resourcelimits etc Calculateoverallprofitability simplecashflow etc Clearcustomervalue Marketofadequatesize Sufficientdegreeofinnovation 1 2 4 3 Feasibilityandprofitability FeasibilityandProfitability Whatisabusinessplan Whataretheconstraintsinimplementingyourbusinessidea Whyareotherpeoplenotimplementingthiskindofbusinessidea Whatisthegrossmarginrateofyourplannedbusiness Howmuchinvestmentisnecessary Howmuchisthevariablecost Doestheprofitincrease Whatistheoverallcashflow KeyQuestions 10 Prioritizationofabusinessidea Insearchofakilleridea AprocesstoprioritizegeneratedideasPositioningofideasonthebelowchartbasedonthepotentialmarketanditsfeasibility KillerIdea Anideacapableofcreatinganewmarket ex walkman mobilephone Dialpad 45min photographprinting etc Seeksolutionsforobstaclesinimplementation Immediatelylaunchbusinessplanwrite up Postpone Seekwaystoexpandmarketsize Feasibility Low High Marketsize allowgrowth Low High Whatisabusinessplan 11 Protectingabusinessidea WaysofprotectingabusinessideaPatenting PatentingabusinessideatoensurelegalprotectionConfidentialityagreement MaintainingaconfidentialityagreementwithrelatedpartiesworkingonthebusinessideaQuickimplementation Implementingyourbusinessplanassoonaspossible Whatisabusinessplan Innovativeideasaretheresultofhardworkandcreativethinking Itisimportanttoprotecttheideasufficientlysothattheideaisnotexposedtootherindustries Thebestprotectionistoimplementyourbusinessideaasquicklyaspossiblesoastobuildanentrybarrier 12 TheneedtowriteabusinessplanElementsofagoodbusinessplanBusinessplanstructure Writingabusinessplan SummaryProduct ServiceMarketandCompetitionMarketingBusinessSystemOrganizationandHROpportunitiesandRisksImplementationScheduleFinancialPlanning 13 Theneedtowriteabusinessplan Writingabusinessplanforcesyouintodisciplinedthinking ifyoudoanintellectuallyhonestjob Anideamaysoundgreat butwhenyouputdownallthedetailsandnumbersitmayfallapart Writingabusinessplan ThebusinessplanwasfirstusedintheUSAbystart upandventurecompaniesasmeansofacquiringfundsfromprivateinvestorsandventurecapitalists Evenmajorcorporationsrelyonbusinessplanstohelpthemmakeinternalinvestmentdecisions Cansystematicallyexaminefeasibilityofthenewbusinessfromvariousangles Canprovidesolutionstoproblemsandheightenefficiencyofthenewbusinesswithclearanalysisofthesituation Providesaninvaluabletoolformanagementandevaluationoftheproject Benefitsofwritingabusinessplan 14 Elementsofagoodbusinessplan Clarity Mustclearlylayoutthekeypoints strengths ofthebusinessplan Objectivity Mustbebasedonobjectivedata Simplicity Shouldbecomprehensiblebytechnicallayman Consistency Musthaveuniformvisuallayoutandconsistencyineditingofthefinalversion Well defined quantifiablecustomervalue Loweringthecostofdeliveringanexistingvalueorcreatinganewvalueifthiscanbeachievedatreasonablecost Innovativeproduct service Theproduct serviceand orbusinesssystemmustpossessahighdegreeofinnovation Thepossibilitytoprotect sustaintheinnovation Agrowingand orlargemarket Thetargetmarketshouldgrowatafastpaceorshouldbealargemarket Afar sightedanalysisofthecompetition Provideacompleteandobjectivedescriptionofexistingandpotentialfuturecompetitors Acarefulweighingoftherisksandopportunities Providearealisticdescriptionoftherisksinvolvedinthebusinessandplanstoovercomethem Explainwaystomakeuseofpotentialopportunities Writingabusinessplan 15 Checktoseeifyourreaderscanreadandcomprehendthesummaryinfivetotenminutesevenifthepersonhasnopreviousknowledgeofyourbusinessconceptoritstechnicalorscientificbasis Writingabusinessplan Summary Thesummaryshouldbeabletodeliverthemostimportantaspectsofthebusinessplantothedecision makers Focusonthesefourelementswhenwritingyoursummary Clarityofthebusinessidea Valuetheproduct serviceprovidestothecustomer Marketsizeandgrowth Returnoninvestment Describeyourbusinessideaasclearly compellingly andconciselyasyoucan 16 Product service Developmentstatusoftheproduct serviceExplainthestageofdevelopmentyourproduct servicehasreachedIdentifytechnical legal consumerbehavioral partnership needtopartnerwithotherindustries socialandculturalconstraintsindeliveringproductorservicetocustomersandprovidesolutionmeasures Ifyoudon tknowwhatthecustomervalueis thewholethingisawasteoftime Writingabusinessplan Clearlyindicatehowyourproduct servicediffersfromthosethatarenoworwillbeonthemarket CustomerValueThebusinessplandoesn tmakeanysenseiftheproductorservicefailstoprovidebettervaluetothecustomercomparedtocurrentmarketofferingsAnalyzethevaluethecustomergainsfromyourproduct serviceWeightheadvantagesanddisadvantagesofthenewproduct servicefromthecustomer sperspective 17 CheckList Product service Haveyouexplainedplanstoretrievethevaluedeliveredtothecustomer howwillyougetyourmoneyback Developmentstatusoftheproduct service Haveyouaccuratelyexplainedthecurrentstageofdevelopmentofyourproduct service Haveyouindicatedwhatresources time personnel funds yourequireforeachsubsequentdevelopment CustomerValue Isthereacleardefinitionofwhatcustomervalueyourproduct serviceprovides Haveyoudefinedwhoyoucustomersareandwhoarenot Haveyouidentifiedwhythecustomerbuysyourproduct service Haveyouexplainedwhataddedvaluethecustomerreceivescomparedtootherproducts services Haveyouweighedthestrengths weaknessesofyourproduct serviceovercomparableproducts servicesfromthecustomer sperspective Haveyouconductedpilottestsorsurveystoseeiftheproduct servicefulfillscustomerneeds ortriedothermeanstofindout Haveyouexplainedthetechnicalbarriersandsolutionmeasures Haveyouexplainedtheinstitutional legalconstraintsandwaystoovercomethem Haveyouexplainedthecustomary consumerbehavioralconstraintsandsolutions Haveyouexplainedthecultural socialconstraintsandwaystoovercomethem Yes No Writingabusinessplan 18 MarketandCompetition MarketsizeandgrowthArapidincreaseinthevalueofthecompanycanbeexpectedonlyifthemarketholdsagreatpotentialThemarketsizeshouldbepresentedinfiguresi e numberofcustomers ofunitsales totalsalesYourexpectationsformarketgrowtharecritical showwhatfactorswillaffectdevelopments e g technology legislativeinitiatives Forecastingmarketsizeandgrowth Definefactorsinfluencingmarketsizeandgrowth Sethypothesisonfuturedevelopments Collectfactsneededtoverifyhypothesis pasttrends expertopinions Estimatemarketsizeandgrowthbasedontheprovenhypothesis Ifthereisnocompetition thereisprobablynomarket Writingabusinessplan 19 PointstofollowwhenmakinganestimateBuildonsolidfoundation RelyoneasilyverifiablefigureseventhoughtheremaybemanyunknownsThinklogically AnestimateshouldbealogicalconclusionandshouldnothaveanyleapsinlogicordependonunspecifiedassumptionsCompareyoursources Checkyourfactswithothersources interviews statistics expertopinions toensureobjectivenessBecreative LookforasubstitutevariablethatrelatestoyourneedwhenavariableisunknownCheckforplausibility Checkifeachestimatemakessense Writingabusinessplan 20 MarketSegmentation Segmentthemarketandexplainyourtargetmarket Therearemanywaystosegmentthemarketbutthefollowingthreeelementsneedtobepresent1 Determinethenumberofcustomerineachmarketsegmentandtheirbuyingpower Measurability 2 Identifycustomerbehavioralpatternineachsegment Homogenous within 3 Usethesamemarketingstrategyforcustomerswithineachsegment Customersegmentationcriteriaforconsumergoodsmarkets Customersegmentationcriteriaforindustrialgoodsmarkets Location country urban rural populationdensity climateDemographics age sex income profession religion educationlevelBehavior Frequencyofproductpurchase productusage brandloyalty pricesensitivity purchasingvariablesPsychologicalfactors Lifestyle behavior interest opinion Demographics companysize industry locationOperations technologyemployed e g digital analog Buyinghabits centralizedordecentralizedpurchasing purchasingcriteriaSituationalfactor urgencyofneed ordersize Writingabusinessplan 21 CompetitionComparekeycustomervalue targetcustomers salesrevenue marketshare costpositioning productlines anddistributionchannelsofyourcompanywiththoseofyourcompetitorsComparestrengths weaknessesofyourproductwiththatofthecompetitorsConsiderwaystomaintainyourcompetitiveedgeCompareyourintangibleassetswiththoseofthecompetitorsAnalyzeyourpositioningstrategyinthemarketwiththatofthecompetitorsPositioning transferringthecustomer smarketpositionoftheproduct servicetoapositionthatthecompanywantstotake ex Lowqualityproduct highqualityproduct babyproducts adultproducts Mapsfordesigningpositioningstrategy samples Quality Low High Price Low High Productline Low High Deliverytime Low High Credibility Low High Convenience Low High Writingabusinessplan 22 Haveyouexplainedfactorscrucialforsuccessinyourtargetmarket Competition Haveyouidentifiedyourcompetitorswithcomparableproducts services Haveyougivenananalysisofyourpotentialcompetitors Marketsizeandgrowth Haveyouexplainedthegeneraltrendofyourtargetmarket Istherearationaleforpresentmarketsize Istherearationaleforfuturemarketgrowthrate Marketsegmentation Haveyoudefinedthecriteriaformarketsegmentationanditsrationale Haveyoucomparedthestrengthsandweaknessesofyourmajorcompetitorswithyourown Haveyoucomparedyourstrategieswiththoseofyourcompetitors Whatisyourcompetitiveedge especiallyintangible overyourcompetitorsandhaveyouexplainedifyourcompetitiveedgewillbesustainable Haveyougivenarationaleforcharacteristicsofeachmarketsegment profitability size growthrate andtheirfutureprospects Isthereacleardefinitionofthetargetcustomerandcustomerexamples Haveyoudeterminedthetargetmarketshareforeachmarketsegment Writingabusinessplan CheckList Marketandcompetition Yes No 23 Marketing PriceDeterminetheattainablepriceforyourproduct serviceandevaluateonwillingnessofcustomerstopaytheaskedprice newbusinessesoftenencounterproblemsbecauseoftheconventionalwisdomthatpriceisderivedfromcost Quantifythecustomervalueofyourproduct serviceanddefinethepricebracket VerifyandrefineyourassumptionsthroughdiscussionswithpotentialcustomersThepricingstrategydependsonyourgoal thechoicecanbeeitherpenetratingthemarketquicklybygoingwithlowprice PenetrationStrategy orgeneratingthehighestpossiblereturnfromtheoutset SkimmingStrategy Skimmingstrategy Penetrationstrategy Anewproduct serviceispositionedasbetterthanpreviousoptions soahigherpricecanbejustified Youcanalsocreateasuperiorimageoftheproduct serviceHigherpricesgenerallyleadtohigherprofitmargins andallowthenewcompanytofinanceitsowngrowth Cansetanewstandardintheearlystage e g Netscape Explorer CansubstantiallylowerfixedcostsperunitifthefixedcostishighintheinitialstageofthebusinessCanpreventmarketentrybycompetitors Marketingisfartooimportanttobelefttothemarketingdepartment Writingabusinessplan Marketingisakeyelementinasuccessfulbusinesslaunching Thisrequiresaclearstrategyfortheso called4Ps Product Price Place Promotion Forproduct refertotheproduct servicesection 24 PlaceHowtodeliveryourproduct servicetothecustomerisakeymarketingissueandrequiresconsiderationofvariousfactorsThemainfactorstoconsiderare thenumberofpotentialcustomers rangeofproduct service arethecustomerscompaniesorindividuals wheredotheyprefertoshop doestheproductrequireexplanation whatisthepricebracket whatisthefrequencyofpurchase whataretheinstitutional legalconstraintsAnothersignificantmarketingdecisioniswhetheryourcompanywillhandlethedistributionitself orwhetheraspecializedoperationwillhandleitforyou Technologicaldevelopmentshavegreatlyexpandedthespectrumofdistributionchannelsandthechoicesareasfollows 1 Third partyRetailers Productssoldtotheendcustomerviaretailers2 OutsideAgents Specializedcompaniesactingasagentsforthedistributionofproducts don tacquireownershiprights andchargingcommissionforsales3 Franchising Franchiseespayinglicenseorfranchisefeesandsellingtheproduct service e g McDonalds Seven eleven 4 Wholesalers Amiddlemanspecializinginre salestoretailers5 Stores Sellingproductsdirectlytocustomers6 Ownsalesstaff Companymarketingemployeesinchargeofdirectsales7 DirectMail Sellingproductsbymailtocustomers8 CallCenter Invitingconsumerstoorderproductsbytelephonethroughadvertising9 Internet UsingInternetasamarketingchannel Writingabusinessplan 25 PromotionAdvertisingyourproducts servicesinordertoattractcustomer sattention informing persuadingandinspiringconfidencePromotioncanbedefinedas marketingcommunication Communicationmustexplainthevalueofyourproduct servicetoyourcustomers andconvincecustomersthatyourproductmeetstheirneedsbetterthancompetingoralternativesolutionsWaystoattractthecustomer sattention1 ClassicAdvertising newspapers magazines TV radio2 DirectMarketing directmailtoselectcustomers telephonemarketing internet3 PR PublicRelations articlesinprintmediaaboutyourproduct businessorthemanagement4 Exhibitions5 CustomerVisitsBesuretofocusonthepeoplewhomakethepurchasingdecisionorhavethegreatestinfluenceonthepurchasingdecision Writingabusinessplan 26 Isthepriceofyourproduct servicereasonablecomparedtocurrentmarketofferingsfromthecustomer spointofview Promotion Haveyouanalyzedwho withineachcustomergroup ultimatelymakesthepurchasingdecision Haveyouidentifiedwaystodrawattentionofyourtargetgroupstoyourproduct service Price Haveyouspecifiedwhatyourpricestrategyisandreasonsforadoptingthestrategy Doesthepriceaskedcovercostsandensureafairreturn Place Haveyouexplainedthereasonsforyourchoiceofdistributionchannel Haveyoudeterminedhowmuchresources time investment willbeusedtoattractandmaintaincustomers Haveyoudescribedstepsrequiredforlaunchingyourproduct serviceinthemarket Haveyouspecifiedthetargetsalesvolumeforeachdistributionchannel Haveyouexplainedthetypicalprocessofsellingyourproduct service Havealternativedistributionchannelsbeencomparedandstudied Writingabusinessplan CheckList Marketing Yes No 27 Writingabusinessplan BusinessSystem Abusinesssystemmapsouttheactivitiesnecessarytoprepareanddeliverafinalproduct servicetothecustomer Threeelements namelythevaluechain make or buydecisionsandtheneedforpartnership mustbeconsideredwithinthebusinesssystem ValueChainDescribestheentireprocessofproduct servicedeliverytoend users usechartstoenhanceunderstanding Definethekeyvaluecreatingactivitieswithintheprocesse g InthecasewhereR Dandmarketingarethekeyactivities 28 NeedforpartnershipDeterminewhetheritisnecessarytoforgeapartnershipforapartorwholeofthebusinesssystemPointstoconsiderwhenmakingapartnership Win Winsituation Determinewhetherbothsidescangainafairadvantagefromtherelationship Needtodisperserisks Determinewhetherthereisaneedtoavoidriskswithincertainpartsofthebusinesssystem e g massiveinitialinvestment Typesofpartnership Non bindingpartnership Bothpartiescanendthepartnersh