商业计划撰写工具包英文ppt课件

1、Business Plan Tool Kit Contents What is a Business Plan Writing a Business Plan Business Plan sample (to be complemented later) Definition of a business plan The role of a business plan in new business development process The significance of a business idea Developing a business idea Elements of a p

2、romising business idea Prioritizing a business idea Protecting your business idea What is a Business Plan Definition of a business plan A business plan must have a detailed plan for the following eight factors ; 1) Product/ Service 2) Market and Competition 3) Marketing 4) Business System 5) Organiz

3、ation and HR 6) Opportunities and Risks 7) Implementation Schedule 8) Financial Planning What is a business plan Developing a business idea (idea which can make money) into a detailed plan that can be implemented Role of a business plan in new business development processNew business promotion stage

4、MethodologyInternal support organizationOnline Idea DBIntangible WorkshopBenchmarking/Megatrend AnalysisBusiness Plan CompetitionStage 1Stage 2Stage 3Idea GenerationBusiness plan write-upImplementation and growthIdea Generation Management TeamBusiness Plan Development TeamInvestment CommitteeVenture

5、 Team (TFT) What is a business planA business plan can be defined as the intermediary stage before a business idea can actually be implemented as a new business Significance of a business ideaThere are many different ways to generate a business idea. The following are recommendations to come up with

6、 well-organized business ideas-best if implemented at the same time Intangible Workshop : Hold workshops to generate ideas to facilitate company intangibles, as the significance of intangibles continue to grow under the new economy Benchmarking/Megatrend Analysis : Study megatrends of other industri

7、es to generate ideas or conduct benchmarking analysis Online Idea DB : Make an idea DB online to enable review/posting of ideas as a way to help develop business ideas Business Plan Competition: Hold business plan competitions to generate business ideas What is a business plan No business idea, no b

8、usiness plan No business plan, no businessA business idea is the start of a business establishment. You must have many creative ideas which can be transformed into a business in order to create valueDeveloping a business idea Elements of a promising business idea The key to success in the marketplac

9、e is satisfied customers, not great products. (ex) “Our new device can perform 200 operations per minute. (X) “Our new device has 25% fewer parts. (X) “Our new device will save the customer a quarter of the time. (O) Make value propositions to the customer Present customers with unique values.Clear

10、customer valueMarket of adequate sizeFeasibility and profitabilitySufficient degree of innovation What is a business plan Clear Customer Value Who will buy your product/service ? Why should the customer buy the product ? (What needs does your product fulfill that the competitor products cannot ?) Wh

11、at is most unique about your business idea ? Key Questions Does the market you plan to target with your products/services have adequate size (no precise analysis needed, statistics or estimates can be used) Know who your competitors are.Clear customer valueMarket of adequate sizeSufficient degree of

12、 innovation What is a business plan Market of adequate sizeFeasibility and profitability What is the market size ? Is the market growing ? What is your target market and market share ? Who are your competitors ? What are your strengths/weaknesses compare to your competitors ?Key Questions A business

13、 idea should have the following four elements according to product/service type and business system -Must specify where innovation is taking placeNew product(Microsoft)New industry(Netscape)Existing industryNew business system(Dell)Business SystemConvention InnovationProduct/serviceConventionInnovat

14、ionClear customer valueMarket of adequate sizeSufficient degree of innovationFeasibility and profitability Sufficient degree of innovation What is a business plan How is your product/service innovative ? How is your business system innovative ?Key Questions Consider feasibility (legal constraints, t

15、ime/resource limits, etc) Calculate overall profitability (simple cash flow, etc)Clear customer valueMarket of adequate sizeSufficient degree of innovationFeasibility and profitability Feasibility and Profitability What is a business plan What are the constraints in implementing your business idea ?

16、 Why are other people not implementing this kind of business idea ? What is the gross margin rate of your planned business ? How much investment is necessary ? How much is the variable cost ? Does the profit increase ? What is the overall cash flow ? Key Questions Prioritization of a business idea -

17、 In search of a killer idea A process to prioritize generated ideas Positioning of ideas on the below chart based on the potential market and its feasibility Killer Idea: An idea capable of creating a new market (ex. walkman, mobile phone, Dialpad, 45min. photograph printing, etc.)Seek solutions for

18、 obstacles in implementation Immediately launch business plan write-up Postpone Seek ways to expand market size FeasibilityLowHighMarket size (allow growth)LowHigh What is a business plan Protecting a business idea Ways of protecting a business idea Patenting : Patenting a business idea to ensure le

19、gal protection Confidentiality agreement : Maintaining a confidentiality agreement with related parties working on the business idea Quick implementation : Implementing your business plan as soon as possible What is a business planInnovative ideas are the result of hard work and creative thinking. I

20、t is important to protect the idea sufficiently so that the idea is not exposed to other industriesThe best protection is to implement your business idea as quickly as possible so as to build an entry barrier The need to write a business plan Elements of a good business plan Business plan structure

21、Writing a business plan Summary Product/ Service Market and Competition Marketing Business System Organization and HR Opportunities and Risks Implementation Schedule Financial Planning The need to write a business plan “Writing a business plan forces you into disciplined thinking, if you do an intel

22、lectually honest job. An idea may sound great, but when you put down all the details and numbers it may fall apart. Writing a business plan The business plan was first used in the USA by start-up and venture companies as means of acquiring funds from private investors and venture capitalists. Even m

23、ajor corporations rely on business plans to help them make internal investment decisions. Can systematically examine feasibility of the new business from various angles- Can provide solutions to problems and heighten efficiency of the new business with clear analysis of the situation Provides an inv

24、aluable tool for management and evaluation of the projectBenefits of writing a business plan Elements of a good business plan Clarity: Must clearly lay out the key points (strengths) of the business plan Objectivity: Must be based on objective data Simplicity: Should be comprehensible by technical l

25、ayman Consistency: Must have uniform visual layout and consistency in editing of the final version Well-defined, quantifiable customer value : Lowering the cost of delivering an existing value or creating a new value if this can be achieved at reasonable cost Innovative product/service : The product

26、/service and/or business system must possess a high degree of innovation The possibility to protect/sustain the innovation A growing and/or large market : The target market should grow at a fast pace or should be a large market A far-sighted analysis of the competition : Provide a complete and objec

27、tive description of existing and potential future competitors A careful weighing of the risks and opportunities : Provide a realistic description of the risks involved in the business and plans to overcome them. Explain ways to make use of potential opportunities General principlesMain Contents Writ

28、ing a business plan Check to see if your readers can read and comprehend the summary in five to ten minutes even if the person has no previous knowledge of your business concept or its technical or scientific basis Writing a business plan SummaryThe summary should be able to deliver the most importa

29、nt aspects of the business plan to the decision-makersFocus on these four elements when writing your summary Clarity of the business idea Value the product/ service provides to the customer Market size and growth Return on investmentDescribe your business idea as clearly, compellingly, and concisely

30、 as you can Product/ serviceDevelopment status of the product/service Explain the stage of development your product/service has reached Identify technical/legal/consumer behavioral/partnership (need to partner with other industries)/social and cultural constraints in delivering product or service to

31、 customers and provide solution measures“If you dont know what the customer value is, the whole thing is a waste of time. Writing a business plan Clearly indicate how your product/service differs from those that are now or will be on the marketCustomer Value The business plan doesnt make any sense i

32、f the product or service fails to provide better value to the customer compared to current market offerings Analyze the value the customer gains from your product/service Weigh the advantages and disadvantages of the new product/service from the customers perspective Check List (Product/service) Hav

33、e you explained plans to retrieve the value delivered to the customer ? (how will you get your money back) Development status of the product/service Have you accurately explained the current stage of development of your product/service ? Have you indicated what resources (time, personnel, funds) you

34、 require for each subsequent development ? Customer Value Is there a clear definition of what customer value your product/service provides ? Have you defined who you customers are and who are not ? Have you identified why the customer buys your product/service ? (Have you explained what added value

35、the customer receives compared to other products/services) Have you weighed the strengths/weaknesses of your product/service over comparable products/services from the customers perspective ? Have you conducted pilot tests or surveys to see if the product/service fulfills customer needs ? ( or tried

36、 other means to find out) Have you explained the technical barriers and solution measures ? Have you explained the institutional/legal constraints and ways to overcome them ? Have you explained the customary/consumer behavioral constraints and solutions ? Have you explained the cultural/social const

37、raints and ways to overcome them ?YesNo Writing a business plan Market and CompetitionMarket size and growth A rapid increase in the value of the company can be expected only if the market holds a great potential The market size should be presented in figures i.e. number of customers, of unit sales,

38、 total sales Your expectations for market growth are critical ; show what factors will affect developments (e.g.technology, legislative initiatives) Forecasting market size and growthDefine factors influencing market size and growthSet hypothesis on future developments Collect facts needed to verify

39、 hypothesis (past trends, expert opinions)Estimate market size and growth based on the proven hypothesis “If there is no competition, there is probably no market. Writing a business plan Points to follow when making an estimate Build on solid foundation : Rely on easily verifiable figures even thoug

40、h there may be many unknowns Think logically : An estimate should be a logical conclusion and should not have any leaps in logic or depend on unspecified assumptions Compare your sources : Check your facts with other sources (interviews, statistics, expert opinions) to ensure objectiveness Be creati

41、ve : Look for a substitute variable that relates to your need when a variable is unknown Check for plausibility : Check if each estimate makes sense Writing a business plan Market Segmentation - Segment the market and explain your target market - There are many ways to segment the market but the fol

42、lowing three elements need to be present 1) Determine the number of customer in each market segment and their buying power (Measurability) 2) Identify customer behavioral pattern in each segment (Homogenous-within) 3) Use the same marketing strategy for customers within each segment Customer segment

43、ation criteria for consumer goods markets Customer segmentation criteria for industrial goods markets Location : country, urban/rural (population density), climate Demographics : age, sex, income, profession, religion, education level Behavior : Frequency of product purchase, product usage, brand lo

44、yalty, price sensitivity, purchasing variables Psychological factors : Lifestyle (behavior, interest, opinion) Demographics : company size, industry, location Operations : technology employed (e.g., digital, analog) Buying habits : centralized or decentralized purchasing, purchasing criteria Situati

45、onal factor : urgency of need, order size Writing a business plan CompetitionCompare key customer value, target customers, sales revenue, market share, cost positioning, product lines, and distribution channels of your company with those of your competitorsCompare strengths/weaknesses of your produc

46、t with that of the competitorsConsider ways to maintain your competitive edgeCompare your intangible assets with those of the competitorsAnalyze your positioning strategy in the market with that of the competitorsPositioning : transferring the customer s market position of the product/service to a p

47、osition that the company wants to take (ex. Low quality producthigh quality product, baby products adult products)Maps for designing positioning strategy (samples)QualityLowHighPriceLowHighProduct lineLowHighDelivery time LowHighCredibilityLowHighConvenienceLowHigh Writing a business plan Have you e

48、xplained factors crucial for success in your target market ? Competition Have you identified your competitors with comparable products/services ? Have you given an analysis of your potential competitors ? Market size and growth Have you explained the general trend of your target market ? Is there a

49、rationale for present market size ? Is there a rationale for future market growth rate ? Market segmentation Have you defined the criteria for market segmentation and its rationale ? Have you compared the strengths and weaknesses of your major competitors with your own ? Have you compared your strat

50、egies with those of your competitors ? What is your competitive edge (especially intangible) over your competitors and have you explained if your competitive edge will be sustainable ? Have you given a rationale for characteristics of each market segment (profitability, size, growth rate) and their

51、future prospects ? Is there a clear definition of the target customer and customer examples ? Have you determined the target market share for each market segment ? Writing a business plan Check List (Market and competition) YesNo MarketingPrice Determine the attainable price for your product/service

52、 and evaluate on willingness of customers to pay the asked price (new businesses often encounter problems because of the conventional wisdom that price is derived from cost)Quantify the customer value of your product/service and define the price bracket. Verify and refine your assumptions through di

53、scussions with potential customersThe pricing strategy depends on your goal ; the choice can be either penetrating the market quickly by going with low price (Penetration Strategy) or generating the highest possible return from the outset (Skimming Strategy)Skimming strategyPenetration strategy A ne

54、w product/service is positioned as better than previous options, so a higher price can be justified. You can also create a superior image of the product/service Higher prices generally lead to higher profit margins, and allow the new company to finance its own growth Can set a new standard in the ea

55、rly stage (e.g. Netscape, Explorer) Can substantially lower fixed costs per unit if the fixed cost is high in the initial stage of the business Can prevent market entry by competitors“Marketing is far too important to be left to the marketing department. Writing a business plan Marketing is a key el

56、ement in a successful business launching. This requires a clear strategy for the so-called 4Ps (Product, Price, Place, Promotion) (For product, refer to the product/service section) Place How to deliver your product/service to the customer is a key marketing issue and requires consideration of vario

57、us factorsThe main factors to consider are ; the number of potential customers, range of product/service, are the customers companies or individuals, where do they prefer to shop, does the product require explanation, what is the price bracket, what is the frequency of purchase, what are the institu

58、tional/legal constraintsAnother significant marketing decision is whether your company will handle the distribution itself, or whether a specialized operation will handle it for you. Technological developments have greatly expanded the spectrum of distribution channels and the choices are as follows

59、 ; 1) Third-party Retailers : Products sold to the end customer via retailers2) Outside Agents : Specialized companies acting as agents for the distribution of products (dont acquire ownership rights) and charging commission for sales 3) Franchising : Franchisees paying license or franchise fees and

60、 selling the product/service (e.g. McDonalds, Seven-eleven)4) Wholesalers : A middle man specializing in re-sales to retailers5) Stores : Selling products directly to customers6) Own sales staff : Company marketing employees in charge of direct sales 7) Direct Mail : Selling products by mail to cust