毕博—战略需求分析问卷.doc

战略需求分析问卷（SNAQ）STRATEGIC NEEDS ANALYSIS QUESTIONNAIRE了解贵公司及其所从事的商业活动 UNDERSTANDING YOUR BUSINESS2企业概况Business Overview2个人目标Personal Goals10了解客户、市场与产品 UNDERSTANDING CUSTOMERS, MARKETS AND PRODUCTS13产品与服务Products and Services13客户选择标准Customer Selection Criteria14客户反馈Customer Feedback15商业模式 THE BUSINESS MODEL18潜在业绩提升能力Potential Business Performance Improvement18行业分析Industry Analysis20竞争对手Competitors20客户Customers23行业进入壁垒Barriers to Entry24供应商 Suppliers26盈亏平衡与流动资金Breakeven and Working Capital28员工授权TEAM EMPOWERMENT30综述与文化Overview and Culture30招聘与培训战略Recruitment and Training Strategy31绩效管理与激励Performance Management and Rewards33市场营销战略计划 THE STRATEGIC MARKETING PLAN35市场营销战略Strategic Marketing Plan35分析Pareto Analysis35目标市场Customer Segmentation and Markets36市场定位与价格战略Positioning and Pricing Strategy37市场营销活动Marketing Activities39技术、运营与知识战略 TECHNOLOGY, OPERATING AND KNOWLEDGE STRATEGY40管理系统化 BUSINESS INDEPENDENCE43反馈及持续改善 FEEDBACK AND CONTINUOUS IMPROVEMENT44了解贵公司及其所从事的商业活动UNDERSTANDING YOUR BUSINESS这是SNAQ的第一部份，主要用于了解贵公司的概况。同时也包括了您个人对公司的目标与期望。这些信息将用于经营业绩改善项目模块一-了解你的公司及其所从事的商业活动。This first section of the SNAQ focuses on providing a general business overview. It also examines your personal goals and your hopes and aspirations for your business. The information will be used in Module 1 of the Business Performance Improvement Program Understanding Your Business.企业概况Business Overview1. 企业名称?What is the name of your business?2. 企业地址? What is the name of your business?3. 企业成立日期?When was your business first established?4. 你的企业是收购的吗？如果是，请提供企业的收购日期以及收购金额。Did you buy your business? If yes, provide details of when you purchased the business and how much you paid for it.不是是5. 企业介绍：请说明所生产的产品，以及所提供的服务。是零售商、生产厂家、分销商、还是服务行业？请在下面做简要介绍。Please describe your business. What products and services do you sell? Are you a retailer, manufacturer, distributor or service provider? Please briefly describe below.6. 请介绍贵公司所处的行业What industry (s) do you operate in?7. 请说明贵公司所服务的市场？请描述贵公司所服务的客户。What markets do you serve? Please describe your customers?8. 请说明贵公司的客户结构。请说明企业客户在公司所有客户中所占的比例（与最终消费者相对应）Who does your customer base comprise of? What % of your customers are other businesses (as opposed to individual end users)?%9. 请说明客户购买贵公司产品的原因？贵公司可以为客户提供什么样的价值？Why do customers come to you? What value do you provide to them?10. 贵公司员工人数?How many team members do you have?11. 请在下面的空白处画出贵公司的组织结构图。请参照下面所提供的样板。In the space below, please draw your hierarchy chart? Please refer to the example below12. 贵公司有企业宗旨吗？如果有，请提供。Do you have a written “Mission Statement” for the business? If yes, please detail it below.有没有no如果贵公司没有正式的企业宗旨,请思考贵公司应有的宗旨, 并写在下面的空格处。为了帮助你确定公司宗旨, 我们在下面提供了一个样本作为参考。你也可以阅读文章 “ 如何创建一个积极主动的头脑!”If you do not have a formal Mission Statement, please detail overleaf what you think the Mission Statement for your business should be. To assist you we have provided our Mission Statement below. You may also want to read “How To Create A Volunteer Mindset!”McKessar Tieleman重要的商业目的在于最大程度地增加客户的财富。公司保持尊重客户的、职业的和关注市场的态度，一贯遵守高度的职业操守。我们将在目标市场获得高度认同。McKessar Tielemans predominant commercial purpose is to maximize its clients net financial wealth. It will adopt a dignified, professional and focused marketing posture and will at all times act in accordance with the highest standards of ethical conduct. It will be acknowledged as the pre-eminent practice in our target market.我们精心挑选我们的雇员。他们将为成为公司的一员而骄傲，他们会获得比平均水平更高的薪水，他们将在享受优越、愉快的环境里工作。他们有机会获得职业上的进步，为个人发展寻找空间，也有机会参与公司的决策。Only the best candidates available will be hired as team members. They will be proud to be part of the firm and will benefit from above average remuneration, and an excellent and enjoyable working environment. They will be given the opportunity for professional advancement, personal growth and the opportunity to contribute to the decision making process within the firm.公司的员工、合伙人和客户之间高度信任、互相尊重。公司的每一个成员都理解和赞同企业的远景规划，并全力实现目标。There will be a high level of trust and mutual respect amongst all Team members, Partners and Clients. Every person within the firm will understand and subscribe to the vision of the firm and the role they play in accomplishing that mission.公司致力于提供富于创意的服务。公司接受的每项任务都遵循客户的要求进行认真的分析、精心的策划，并且价格合理。The firm will continue to develop innovative services and products. The services offered by the firm will be clearly defined, highly structured and priced in accordance with the value they represent to the client.13. 在您公司的经营管理中，您需要立即进行正确处理的三件最重要的事情是什么？请按照10分制对你处理这三件事的结果进行评分。10/10为优秀，1/10为极不满意。What are the 3 most important things that you must get right in your business? Please indicate, how you rate your current performance for each of these areas out of 10 e.g. 10/10 fantastic, 1/10 appalling1) /102) /103) /1014. 请提供贵公司今后五年的发展规划Please describe below what you would like your business to look like, 5 years from now.15. 贵公司盈利吗？请提供过去三年公司盈利情况Is your business profitable? Please provide profit/loss details for the last 3 financial years盈利亏损no20012000199916. 贵公司有专职的会计人员来完成会计工作吗？Do you do your bookkeeping and accounting in-house?是不是no17. 如果是，请说明贵公司使用哪一种财务软件。If yes, what accounting software do you use to prepare your Financial Statements?18. 以下报告所呈报的频繁度?How frequently do you get the following reports?报告Report每天Daily每周Weekly每月Monthly每季度Quarterly每年Annually从来没有Never损益表Profit and Loss资产负债表Balance Sheet现金流量表Cash Flow Statement过期未付款清单债务人Aged Debtors Listing过期未付款清单债权人Aged Creditor Listing销售分析Sales Analysis库存分析Inventory Analysis其它报告Other Reports(请说明) (please detail)19. 贵公司有成文的战略计划吗？如果有，请提供复印件。Do you have a Strategic Business Plan? If yes, please attach a copy没有有个人目标Personal Goals20. 您在贵公司的职责是什么？What is your role in the business?21. 您的薪酬水平？What salary does the business provide to you?22. 贵公司有为您提供分红与其它福利吗？请说明。What other remuneration / benefits do you receive?23. 请说明您每周平均工作小时数On average, how many hours a week do you work in your business小时/周hours per week24. 您是如何分配工作时间的？请在下面提供每类工作占总工作时间的百分比。How do you spend your time? Please provide a breakdown below.工作时间分配How Do You Spend Your Time%技术性工作Technical work市场与销售Sales and Marketing人力资源管理Human Resource Management生产管理Operations Management财务管理Financial Management战略管理与规划Strategic Management and Planning其它（请说明）Otherplease detail25. 平均每年休假天数（不包括周末与国家规定假期）On average, how many days holiday do you have each year (excluding weekends and public holidays)天/年days per year26. 请计算您每小时的工作酬劳：即年总收入除以年工作小时数（52 x 每周平均工作小时数 - 年休假小时数 - 病假小时数 - 80小时的年公休假日数）Calculate what your average hourly rate is by dividing your annual financial return by the number of hours you work in the business (52 x average hours per week minus number of hours taken as annual and sick leave and minus 80 hours for public holidays)27. 请按10分制对目前工作的满意度进行评分（10分为“我非常满意目前的工作”，1分为“我非常不满意目前的工作”）请就评分情况做简要说明On a scale of 1-10 (with 10 being “I thoroughly enjoy my business all of the time” and 1 being “I wish I was no longer in this business, it gives me little/ no satisfaction” please give an indication of your current happiness level with your business. Please comment below./1028. 在工作中你最喜欢的三件事是什么？What 3 things do you enjoy most about your business?1)2)3)29. 在工作中所遇到的最困难的三件事是什么？What 3 things frustrate you the most about your business?1)2)3)30. 浪费您时间最多的三件事是什么？这里所指的是那些妨碍处理您真正应该处理的工作的事。What 3 things waste your time more than anything else? These are the things that prevent you from doing what you really need to do.1)2)3)31. 您有没有计划什么时候结束(或退出)公司?When do you plan to exit the business?年years32. 您希望在多少金额条件下结束(或退出)公司？或者是说，您希望以什么价位出售公司？How much money do you wish to exit the business with i.e. how much do you want to sell the business for?$33. 您最希望你的企业带给您的三件事是什么？What 3 things would you like the business to provide for you?1)2)3)了解客户、市场与产品UNDERSTANDING CUSTOMERS, MARKETS AND PRODUCTS本部份的SNAQ涵盖了贵公司的客户、市场、产品及服务。它旨在使顾问公司了解贵公司经营中的一些重要信息，使顾问公司与您一起设计出贵公司的未来企业战略。 This section of the SNAQ explores your customers, markets, products and services. It is designed to provide us with important information about your business that will assist us as we work with you to design your future business strategy. 产品与服务Products and Services34. 贵公司有几种类型的产品或服务？请详细说明。How many product or service categories do you sell? Please detail them below.35. 贵公司所出售的产品或服务是什么？请详细说明，或提供产品服务说明书。What products and/or services do you sell? Please detail below or G attach a products and services list to this questionnaire36. 在上述产品或服务中，有哪些是贵公司专利产品？如果有，请详细说明。Are any of these products and services exclusive to your business? If yes, please explain below没有有37. 在去年的销售总额中，有多少是来自于贵公司排列在前20%重要的产品？请提供这些产品的具体销售金额。Do you know how much your total sales were last year for your top 20% of products? If yes, please provide the amount.没有有38. 请说明在过去三年里销售的发展趋势。是不是有些产品迅速发展，而有些产品逐渐衰退？这些变化给公司的运营造成了什么样的影响？请阐明你的观点。During the last 3 years what have your sales trends been? Have some product lines become more popular and others less popular? What are the implications of these changes on your business? Please comment below.客户选择标准Customer Selection Criteria39. 贵公司有正式的客户选择标准吗？如果有，请详细说明。Do you have formal customer selection criteria? If yes, please detail below.没有有40. 贵公司的最佳客户是谁？为什么认为他是最佳客户-请说明原因。Who are your best customers? The ones, that if you could wave a magic wand you would like to attract more of to your business? Why are they your best customers please explain below.41. 贵公司有否针对特定的客户群提供服务？如果有，请对该客户群进行描述。Are there any customer groups that you specifically target? If yes, please describe them below没有有客户反馈Customer Feedback42. 贵公司是否定期搜集客户反馈意见？如果有，请详细说明是如何进行的，多长时间进行一次，它的价值如何，贵公司是如何将这些客户反馈意见用于工作中去的。如果没有，请说明原因。Do you regularly seek customer feedback? If yes, please detail how you do this, how often you do this and how valuable you find this process and how you integrate the feedback into your business. If no, why not?没有有43. 您认为造成贵公司客户流失的主要原因是什么？What do you think is the main cause of customer defection from your business?44. 导致客户选择贵公司的三个主要原因是什么？What are the 3 major reasons why your customers deal with you?1)2)3)45. 您认为贵公司独特卖点是什么，或者是说，客户为什么购买贵公司的产品（不购买竞争对手的产品）？What do you believe are your unique selling points or reasons why customers buy from you (as opposed to your competitors)?1)2)3)4)5)6)46. 客户与贵公司打交道时所遇到的最困难的三件事是什么？What are the 3 major frustrations that your customers experience with your business?1)2)3)47. 您认为有可能提高目前的市场占有率吗？如果有可能，能提高到百分之几？如果不可能，请说明原因。Do you believe that you could increase your current market share? If yes, to what %, if no, why not?没有有%商业模式THE BUSINESS MODELSNAQ的这一部份将用于经营业绩改善项目的模块三-商业模式。这部份的内容涵盖了行业分析、确定企业业绩提升的潜力，以及贵公司对流动资金的需求。This section of the SNAQ seeks information that will assist in Module 3 of the Business Performance Improvement Program The Business Model. The areas covered include industry analysis, identification of your potential to improve the profit of your business and your working capital requirements.潜在业绩提升能力Potential Business Performance Improvement 48. 贵公司的客户总数How many customers do you have?49. 客户每年平均交易次数On average, how many times a year do your customers buy from you?50. 针对每位客户的平均销售额What is the average sale value?51. 贵公司平均每年新增客户的比例? 即去年新客户占总客户数的百分比? (如果你不确定, 请提供所估算的比例)What is your annual customer acquisition rate? Of the total number of customers you dealt with in the past year, what percent are new? (If you do not know, please estimate).%52. 贵公司年客户流失率? (如果你不确定,请提供所估算的比例)Of the total number of customers who dealt with you last year, what percent no longer do so? What is your annual customer defection rate? (If you do not know, please estimate).%53. 贵公司毛利率What is your Gross Profit %54. 贵公司的半变动成本?What are your semi-variable costs55. 贵公司年固定成本?What are your annual Fixed Costs?56. 贵公司是否有对每位客户或客户群的终身价值进行量化？如果有，请提供其具体的价值数。Have you ever attempted to quantify the lifetime value of each customer or customer group to your business? If yes, please provide details of their monetary value?没有有57. 贵公司客户平均交易年限?How many years on average does a customer deal with you?行业分析Industry Analysis竞争对手Competitors这些问题函盖了贵公司竞争环境的所有方面，如行业格局、竞争的激烈程度、贵公司在行业中所处的位置等。这些信息将用于确定贵公司的竞争优势，以及制定公司未来的战略。These questions explore your competitive environment including the structure of the industry, intensity of competition and your position within the industry. The information will be used to establish your competitive advantages and your future strategy.58. 贵公司有几个位于本地的竞争对手？或者是说，本地有几个公司提供与贵公司相同或类似的产品或服务。（即使是他们提供不同的品牌）How many “local” businesses are there that you compete with i.e. how many businesses are offering the same products and services as you (even if they are offering different brands)?59. 其中，有几家公司与贵公司提供完全相同的产品或服务？How many of the businesses included in your answer to the last question do you consider to be “identical” to your business i.e. they do exactly the same thing?60. 这些竞争对手的规模与贵公司相比处于什么样的水平 - 有多少家规模比贵公司小，有多少家规模比贵公司大？请说明。What is the size of your business in comparison to your competitors how many businesses are smaller and larger than yours? Please explain below.61. 贵公司所处的行业中，是大量小规模的公司在相互竞争，还是被少数几家大规模的公司所控制？请阐述您的观点。Would you say that your industry is dominated by a small number of businesses or just a few larger competitors? Please comment62. 竞争优势来源于什么，价格、质量，还是其它因素？请说明。What is the basis for competition in your industry, price, quality etc? Please describe below.贵公司YOUR BUSINESS竞争对手 1 COMPETITOR #1公司名称Name?年销售额Turnover?公司总人数Number of team members?与贵公司直接竞争的产品/服务Products / Services that directly complete with your business?优势，如规模，技能等Strengths e.g. size, skills etc?劣势，如服务质量低下等Weaknesses e.g. poor service etc?营业成本的结构（高、中或低？）Overhead costs structure (high / medium or low)?竞争优势Competitive Advantage?评分，如 #1, #2, #3 or #4?Ranking e.g. #1, #2, #3 or #4?所服务的客户群？What customer segments are served?客户购买贵公司产品的理由，如价格、产品或服务质量等Why do you think customers buy from this business e.g. price, product or service quality?竞争对手 2 COMPETITOR # 2竞争对手 3 COMPETITOR #3公司名称Name?年销售额Turnover?公司总人数Number of team members?与贵公司直接竞争的产品/服务Products / Services that directly complete with your business?优势，如规模，技能等Strengths e.g. size, skills etc?劣势，如服务质量低下等Weaknesses e.g. poor service etc?营业成本的结构（高、中或低？）Overhead costs structure (high / medium or low)?竞争优势Competitive Advantage?评分，如 #1, #2, #3 or #4?Ranking e.g. #1, #2, #3 or #4?所服务的客户群？What customer segments are served?客户购买贵公司产品的理由，如价格、产品或服务质量等Why do you think customers buy from this business e.g. price, product or service quality?客户Customers63. 贵公司的销售总额中，有几成来自于老客户What percentage of your revenue is accounted for by sales to customers who deal with you regularly?%64. 老客户中，有几成是只购买贵公司的产品或服务？有多少客户同贵公司提供相同产品的竞争对手进行交易？ What proportion of your “regular” customers deal with you exclusively for the products/ services you provide? How many of these customers deal with your identified competitors?%65. 贵公司最大的客户占销售总额的百分比？What % of your revenue do your biggest customers account for?%66. 您知道客户的终身价值吗？如果知道，它的价值如何？Do you know the lifetime value of your customers? If yes, what is it?不知道知道67. 平均每位客户与贵公司发生生意往来的时间会持续几年？On average, how many years will a customer deal with you?68. 贵公司有无分析客户量的系统？如果有，请对系统进行描述。Do you have a system for measuring the number of customers you have? If yes, please describe the system没有有69. 贵公司产品或服务对客户的重要性？请说明贵公司与客户的关系性质，例如，客户对贵公司产品或服务有强烈的依赖性，或相反？贵公司与客户之间，谁的讨价还价权力的比较大？Are your products and services important to your customers? Please explain the nature of the relationship i.e. do they heavily rely on you or vice versa? Who holds the balance of power ?行业进入壁垒Barriers to Entry70. 在贵公司所处的行业中，成立一家新公司需要投资多少（包括设备、厂房、开办费、办理许可证等）？请说明。How much money does it cost to start-up a business in your industry (e.g. plant and machinery, start-up capital, licences etc)? Please explain.71. 创办一家新公司需要具备哪些资质？What qualifications are required in order to start-up a business in your industry?72. 在该行业创办一家新公司需要办理特殊许可或证书吗？如果需要，请详细说明其种类。Are businesses in this industry required to have special permits or licences? If yes, please detail the cost of such requirements 不需要需要73. 在退出该行业时，会遇到障碍吗？如果会，请说明这些障碍的性质，以及退出该行业时所需代价。Are there any barriers to you exiting the industry? If yes, please detail the nature and $ cost of the exit barriers you would face.不会会74. 在该行业中，存在规模优势吗？规模经济是否会产生巨大的效益，请就此进行说明。Are there benefits to being “bigger” in your industry? Are there significant economies of scale to be achieved and if so please describe what they are likely to be?没有有75. 招聘高素质员工对贵公司来说的重要吗？如果重要