2个典型案例介绍-时间确定1网上百货零售的本质特点

专业课工程作业〔本质特点和电子商务运营模式+1-2个典型案例介绍〕——时间确定1.网上百货零售的本质特点和电子商务运营模式研究+TheFutureofShopping，HarvardBusinessReview2021Dec.(假设能说清楚一个品类〔比方：服装〕的供给链问题那么更佳)；2.社会化电子商务本质特点和运营模式研究+Harvard2021Case"GrameenDanoneFoodsLtd.,aSocialBusiness"+"iStockphoto-TurningCommunityintoCommerce"3.O2O电子商务的本质特点和运营模式研究+(ChristophZott,RaphaelAmit,andLorenzoMassa，TheBusinessModel:RecentDevelopmentsandFutureResearch，JournalofManagement,July2021;vol.37,4:pp.1019-1042)4.businessmodel最新书籍解读〔共三章〕MarkW.Johnson,SeizingtheWhiteSpace:BusinessModelInnovationforGrowthandRenewal,HarvardBusinessPress;1edition(February22,2021)Chapter2:TheFour-BoxBusinessModelFramework-RadicalChangeasaManageableProcessChapter3:DesigningaNewBusinessModel-FindinganOrderedStructuretoUnlockCreativityChapter4:ImplementingtheModel-TakingaNewBusinessModelintoAction1CreatingaWinningE-Business

SecondEditionCreatinganE-BusinessPlanChapter32LearningObjectivesOrganizeabusinessplanPrepareanexecutivesummaryWriteamissionstatementPrepareamarketplaceanalysisCreateoperational,financial,andmanagementplans3LearningObjectives

(continued)UnderstandlegalformsofbusinessesDescribee-businesspartnerships45FromBridesmaidto

E-BusinessReadtheopeningcaseWeshouldkeepinmindJennyLefcourtandJessicaDiLulloandtheireffortstocreateaneffectivebusinessplan.6E-BusinessPlanOrganizationAe-businessplanisusedtoseekfundingforanneworexistinge-business.Itservesasa“Blueprint〞foroperationsafterthebusinessisfounded.Developingaplantakestimeeffortandthought.Manysourcesofhelpforthee-entrepreneur.7BusinessPlanOrganization

(continued)BusinessplancomponentsCoversheetandtitlepageTableofcontentsExecutivesummaryBusinessdescriptionVision/missionstatement8BusinessPlanOrganization

(continued)Businessplancomponents(continued)Informationonproducts/servicesIndustry,customer,competitoranalysesOperational,financial,andmanagerialplansIdentificationofcriticalrisksExitstrategy9BusinessPlanOrganization

(continued)CoversheetTitleofdocumentandpreparer’snamePlancopynumber“Confidential〞notationTitlepageCoversheetinformationandContactnumbersKeyteammembers’namesNameofpersonreceivingtheplan10BusinessPlanOrganization

(continued)11BusinessPlanOrganization

(continued)12BusinessPlanOrganization

(continued)TableofcontentsListsallthemajorsectionsandsubsectionsoftheplanPreparedafterrestofplaniscompleteCarefullycheckedforomissionsandpagenumbererrors13BusinessPlanOrganization

(continued)14Readthe“AnEvolvingE-businessPlan〞case.Discussthefollowingquestions:Whatwastheoriginale-businessideathatbecametheRoundTableGroup?WhydidtheRoundTableGroupmodifytheiroriginalbusinessplan?WhatbusinessmodelormodelsdoestheRoundTableGroupfollow?15BusinessPlanOrganization

(continued)ExecutivesummaryAcondensedversionofthecompleteplanUsedbyinterestedpartiestoquicklyassessthebusinessideaandweedoutplansKeepitshort(onetothreepages)UseclearandconciselanguageandactionwordsCreatelastafterplandetailsaredeveloped16ExecutiveSummaryAnoverallviewoftheentireplanShouldhighlightkeypointsincludingtheidea,thecompetitivesituation,thefinancialsandthe“players〞.Maybeusedtoscreenplansbybankersandinvestors.Shouldallowinvestorstoquicklyunderstandandgetexcitedabouttheuniquee-businessopportunitiesbeingofferedUseclear,concise,andconvincinglanguageTwopageslongforfiveminutesofreading17BusinessPlanOrganization

(continued)18BusinessPlanOrganization

(continued)VisionstatementAformalstatementofabusiness’shopesanddesiresWrittentoguideandinspireemployeesMissionstatementAformalstatementthatexplainsabusiness’sreasonforexisting19VisionandMissionStatementsAnoverallstatementofthebusiness'sgoalsandphilosophy.DefineyourpurposeKnowyourintendedaudience20howtodraftaneffectivemissionstatementSelectthetargetedaudienceoraudiences.Thinkcarefullyaboutthefewmeaningfulwordsthatclearlyexpressyourmessage.Brainstormwithfamilymembers,friends,mentors,andothers.visittheDilbertWebsite21eBay

Wehelppeopletradepracticallyanythingonearth.eBaywasfoundedwiththebeliefthatpeoplearebasicallygood.Webelievethateachofourcustomerswhetherabuyeroraseller,isanindividualwhodeservestobetreatedwithrespect. Wewillcontinuetoenhancetheonlinetradingexperiencesofall--collectors,hobbyists,dealers,smallbusiness,uniqueitemseekers,bargainhunters,opportunisticsellers,andbrowsers.ThegrowthoftheeBaycommunitycomesfrommeetingandexceedingtheexpectationsthesespecialpeople.22AVisionStatementofCisco

Cisco’svisionisthattheInternetwilltransformthewaypeoplework,live,play,andlearn.Todaychangesishappeningfasterthaneverbefore,andCiscohelpscompaniesturnthatchangeintoacompetitiveadvantage,byhelpingthembecomeagile.How?Withexpertise,astrongnetworkofpartners,andsuperiortechnologyincludingintelligentnetworkservicesandscalablearchitectures.CiscoistheworldwideleaderinnetworkingfortheInternet.23BusinessDescriptionProvidesthereaderwithanoutlineofthee-business’backgroundandbusinessconceptLegalformofthebusinessWhenandwhereitwasformedItshistoryanditscurrentstatusItsfuturegoals24BusinessPlanOrganization

(continued)25FoodlockerFoodlockerisintendedtobetheInternetsourceforfoodpeoplewantmost–the“foodyouneverforget〞butwhichtheycannotfindintheirlocalmarketTheultimategoalofthecompanyistobeasuperlativespecialty/regionalfoodretailerontheInternet26BusinessPlanOrganization

(continued)ProductsorservicessectionDescriptionofproductsorservicesofferedAnticipatedsalesforeachproductorserviceDescribesbenefitsofproductorservicetocustomers27ProductsandServicesAdescriptionofeachproductorserviceyouplanonoffering.Highlighteachproduct’scustomerbenefitsandaddressspecialneedsLevelofdetailisimportant.Enoughforthereadertounderstandandnottobeconfused.Putsupportingdetailsinappendix28BusinessPlanOrganization

(continued)29FoodlockerThecompanyprovidesfoodsinthreecategoriesLegendaryfavorites:nationallyorinternationallywellknownRegionalfavorites:exceedinglypopularintheirlocalsNewclassics:deservetobewidelyrecognizedinthefuture30BusinessPlanOrganization

(continued)MarketplaceanalysisInformationaboutthespecificindustryofwhichbusinessisapartDescriptionoftargetedcustomersDescriptionofmajorcompetitorsOverviewofmarketingandsalesstrategies31IndustryAnalysisAnindustryconsistsbusinessesthatmakeorsellsimilar,complementary,orsupplementaryproductsorservicesAnanalysisofthebusinessenvironment:size,characteristics,trends,issues,competitors,governmentregulations,…Mustbasedonverifiabledataandmarketresearch.32MarketingPlanHelpsestablish,direct,andcoordinatemarketingeffortsforane-businessTargetmarketdescriptionDemographic,geographic,psychographic,andconsumercharacteristicsofthemarketSizeofthemarketCompetitiveanalysisMarketingobjectives,tactics,andstrategiesMarketingbudget,actionplan,andtimeframe33MarketingPlanMarketingObjectivesshouldbeclearlystated,measurable,andleadtosales.MarketingStrategiesdescribethefeaturesoftheproducts,andservicesoffered,andpricingstrategies.MarketingBudgetisanestimateofthecostsforalltheactivitiesdescribedinthemarketingstrategiesportionoftheplan34BusinessPlanOrganization

(continued)35://bizminer/about.asp#36BusinessPlanOrganization

(continued)OperationalplanDescribesabusiness’sphysicallocationandequipmentNotesthemanufacturingorserviceactionsneededtogetproducts/servicestomarketSummarizesWebsiteoperationsAne-businessplanmustincorporatetheseelementsasnecessary,butshouldalsofocusonWebsiteoperations.37Forexample,ane-businessplanshouldincludeatechnologysectiontechnologystandards,hardwareSoftwareISPorWebhostingissuesothertechnologyfactors38BusinessPlanOrganization

(continued)39BusinessPlanOrganization

(continued)FinancialplanExplainshowyoure-businessidea,goals,andstrategiestranslateintoprofitsProvidesstandardfinancialstatementsforincome,expense,andcashflowdataProformabalancesheetProjectedincomestatementPlannedcashflowstatementMayinclude“dealplan,〞break-evenanalysis,ratioanalysis40BusinessPlanOrganization

(continued)41BusinessPlanOrganization

(continued)42BusinessPlanOrganization

(continued)43BusinessPlanOrganization

(continued)44BusinessPlanOrganization

(continued)45ManagementPlanAstrongmanagementteamiscriticalasmanyinvestorsbasetheirdecisiononthisfactor.Theplanshouldlistanddescribetheexperiencebaseandbackgroundofthekeyindividualswhowillbeinvolvedintheday-to-dayoperationofthefirmTheplanshoulddetailthoseareasthatwillbeoutsourced.46BusinessPlanOrganization

(continued)ManagementplanOrganizationalstructureofbusinessInformationonKeymembersofmanagementteamOutsideadvisorsMentorsConsultants47BusinessPlanOrganization

(continued)48BusinessPlanOrganization

(continued)49IssuesanalysisandCriticalRisksIdentifiesthreatsoropportunitiesfacedfromoutsideinfluences.Theseincludeeconomicoutlook,innovations,environmentalandgovernmentalfactors.50IdentificationofcriticalrisksAnissuesanalysisorriskassessment(orsometimesSWOTanalysis)-contingencyplansEconomicchangesImpendingproductinnovationsand/ortechnologicaladvancementsEnvironmentalchangesandgovernmentregulationsBarrierstomarketentryLegalfactorsandstaffingconcernsLevelofmanagerialexpertiseamongthebusiness’sprincipals51ExitStrategiesHowwillinvestorsgettheirmoneyback?Describelongtermplans….PublicOffering(IPO)Acquisition/mergerSaletoothers….Discussionoftheseissuesaddscredibility.52LegalFormsofOrganizationTherearethreebasicformsoflegalorganizationforafirmSoleProprietorshipPartnershipCorporationComplexlegalandtaxissuesareinvolved;formchosenishighlycontingentonindividualcircumstances.Seekcounselfromattorneyandaccountant.53LegalFormsofOrganizationSoleproprietorshipBusinessstartedbyanindividualOwnerandbusinessareoneinthesamefortaxandlegalliabilityissues54LegalFormsofOrganization(continued)PartnershipLegalbusinessentitywithtwoormoreco-ownersFollowsapartnershipagreementGeneralpartnership:TaxandlegalliabilitiesflowthroughtoindividualpartnersLimitedpartnershipGeneralpartnermanagesandassumesunlimitedliabilityLimitedpartnershaveliabilityforamountoftheircapitalcontributionandtheiraccepteddebt55LegalFormsofOrganization(continued)CorporationSeparatelegalandtaxableentityfromitsowners“C〞corporationownersareitshareholdersLiabilityislimitedtoinvestmentinbusinessProfitsaretaxedtwice:onceforthecorporationandagainwhendistributedtoownersasstockdividends56LegalFormsofOrganization(continued)Corporation(continued)“S〞corporationgivesownerspartnershipstatusandcorporateliabilityprotectionLimitedliabilitycompany(LLC)TaxstatusofsoleproprietorshiporpartnershipLiabilitystatusofacorporation57BusinessPlanOrganization

(continued)AppendicesResumesPicturesofproductsExplanationofservicesLegaldocumentsOthersupportingdocumentation58WebsiteschematicsWebpagedescriptionsPicturesofproductsoraproductcatalogResumesforkeymanagementteammembersCompletemarketingplanCopiesofrelevantlegaldocuments(contracts,lettersofintent,incorporationagreementsorpartnershipagreements,patents,andsoforth)59E-BusinessPartnershipsStrongpositiverelationshipswithstrategicpartnersarecriticalPartnershipsthathelpbuildmarketawarenessPublicrelationsfirmsMarketingconsultantsPartnershipsthatassistinoperationsSuppliersDistributorsWebhostingcompanies60E-BusinessPartnershipsManye-businessesestablishpartnershipswithfirmsintheirvaluechain.Potentialpartnershipsshouldbedetailedinthebusinessplan.61FromBridesmaidto

E-BusinessWeshouldkeepinmindJennyLefcourtandJessicaDiLulloandtheireffortstocreateaneffectivebusinessplan.whetherornotLefcourtandDiLullomadeagooddecisiontopulltheirbusinessplanoutofthecompetition.Wouldstudentsmakethesamechoice?Whyorwhynot?HowimportantwastheformalplanningprocessinconvertingLefcourtandDiLullo’se-businessideaintoareal-worlde-business?HowimportantwerestrategicbusinesspartnershipsintheearlysuccessofDella?625SignsYourBusinessPlanWillComeUpShortwithInvestors

You'reSellingWhat?

Toomanybusinessplanwritersmaketheincorrectassumptionthatthereaderisasfamiliarwiththeirbusinessastheyare.Unfortunately,thisassumptionleadstoaquickandfinal"no"fromlendersandinvestors."ISellToEveryone!"

Doyou?Morethanlikely,youselltoaveryspecificgroupwiththeneedanddesiretopurchaseyourproductorservice.Understandingyourtargetmarketcanbethedifferencebetweensuccessandfailure.YourCompetitorsKnowYouExist

Abusinessplanlackingacomprehensivecompetitiveanalysisisdestinedforthetrashcanofmostinvestors.EvenBatmanHadRobin

Nooneeversaidrunningacompanywaseasy,andwiththelackofhoursinaday,awellroundedTEAMofpeopleisoftencriticaltothesuccessofacompany.AnExitStrategy-WithoutAnExit,OrAStrategy

Thelackofasolidandrealisticexitstrategydemonstratinghowinvestorswillaccomplishthisgoalcanimmediatelyturnoffmanysourcesofcapital.63好的商业方案书需答复“3W〞创业者见VC，须准备一份BP，好BP要答复三个W：一、WHAT？公司商业模式、产品/效劳？如何销售、盈利模式？二、WHO？创始人啥背景、团队情况/行业经历？三、WHY？为何你做比其他竞争对手要好？最后，想融资多少？路演前十分钟结果根本定调。

64ChapterSummaryAbusinessplanisusedtoCheckfeasibilityofbusinessSeekfundingGuideoperationsAbusinessplanincludesCoversheetandtitlepageTableofcontentsandexecutivesummaryMarketplaceanalysesOperational,financial,andmarketingplans65ChapterSummary

(continued)BusinessplanappendicescanincludeResumesPicturesofproductsandinformationonservicesLegaldocumentsOthersupportingdetailsfortheoverallplan66ChapterSummary

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