商业项目计划书英文模版.docx
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商业项目计划书英文模版
商业计划书英文模版
Confidentiality
ThisbusinessplanisthepropertyoftheCompanyandisconsideredtobestrictlyconfidential.Itcontainsinformationintendedonlyforthepersontowhomitistransmitted.Withreceiptofthisplan,recipientacknowledgesandagreesthat:
i)intheeventrecipientdoesnotwishtopursuethismatter,thisdocumentwillbereturned,attheaddresslistedaboveassoonaspossible;ii)therecipientwillnotcopy,fax,reproduce,divulge,ordistributethisconfidentialplan,inwholeorinpart,withouttheexpressedwrittenconsentoftheCompany;iii)alloftheinformationhereinwillbetreatedasconfidentialmaterialwithnolesscarethanthataffordedtoyourowncompanyconfidentialmaterial.
ThisBusinessPlancontainsforward-lookingstatementswhichinvolverisksanduncertainties.TheCompany'sactualresultscoulddiffermateriallyfromthoseanticipatedintheseforward-lookingstatementsasaresultofcertainfactors,includingthosesetforthunder"RiskFactors"andelsewhereinthisBusinessPlan.
TableofContents
Bibliography…………………………………………………………………………………..…15
ExecutiveSummary
(2-3pages)
Thepurposeofthissectionistoprovideashortintroductiontothecompanyandclearlydefinetheuniquecompetenciesofthecompany,whichwillensureitssuccess.
Thissectionshouldincludethefollowing:
∙Asummaryofthemissionstatement&thevision.
∙Companybackground(ifrelevant)includingdateofestablishment,financialandmarketingachievementsetc.
∙IndustryandMarketSummary.
∙TheBusinessOpportunity.
∙AsummaryoftheInnovation.
∙BusinessStrategysummary.
∙MarketingandSales.
∙ResearchandDevelopment.
∙Operations/Manufacturing.
∙ManagementandOwnership.
∙FundsRequired.
∙FinancialSummary.
MissionStatement
(1-3page)
Thepurposeofthissectionistoprovidethemissionandvisionofthecompany.
Thissectionshouldinclude:
∙Whoweare
∙Whatwedo(product/service)
∙Howwedoit(technology)
∙Forwhomwedoit(customersegment,needs)
∙Vision
∙Companybackground(ifrelevant)includingdateofestablishment,financialandmarketingachievements,etc.
IndustryandMarketplaceAnalysis
(4-6pages)
Thepurposeofthissectionistoprovidetheinvestorwithbackgroundontheindustryanditsgrowthpotential.
DescriptionoftheIndustryandMarket
Thissectionshouldincludethefollowing:
∙Descriptionoftheindustry
∙Industrysizetoday(in$andorunits),Forecastedindustrysizein3-5years
∙Whatarethemajordriversforgrowth?
Forexample,areproductsbecomingmoreaffordable,easier-to-use,faster,greaterperformance?
Isthereincreasedawarenessabouttheindustrythatmightbedrivinggrowth?
Ispositiveuserexperiencedrivinggrowth?
∙Whattrendsareemergingintheindustry?
Forexample,aretherestandardsintheindustry?
Aretherenewtechnologiescomingout?
Arebigcompaniesbecominginterestedintheindustry?
Isthereatendencytowardsconsolidation?
Whereisthemarketheading?
∙Industry’svaluechain(adiagramisrecommended)
CustomersandMarketSegmentation
∙Howisthemarketsegmented?
Byprice,application,etc.?
Whatisthesize,thegrowthrateandtheneedsofthetargetedmarketsegment?
∙Whoareyourimmediatecustomers,whoaretheendusers?
Competition
Thepurposeofthissectionistopresentfactorsthatinfluencecompetitioninyourindustry,topresentwhoyourmaincompetitors(orcompetitors’groups)areandyourstrengths/weaknessesvis-a-viseachcompetitor(orgroup).
∙Whatarethecrucialcompetitivefactorsinyourindustry?
Price,reliability,compliancewithstandards,installedbase,time-to-market,technologicalinnovation,availabilityofcustomersupport?
∙Whoarethemaincompetitors’groups?
Provideashortdescriptionofeachgroup,thedifferentiatingaspectsoftheirproducts,corporateresources,marketpositioning,etc.Whoaretheircustomers?
Includeasummarytablethatcomparesthecompetingsolutionsandyourproposedsolution.
TheBusinessOpportunity
Thepurposeofthissectionistoexplainthemarketneedfortheproduct/service.Theideaistoshowwhatislackingintheindustryandthebusinessbenefitsthatwillbegainedbyresolvingtheseissues.Notethattheseissuesshouldcorrespondwiththeproblemsthatyournewproductwillresolve.
Thissectionshouldincludethefollowing:
∙Whatarethekeyneedsofthecustomersinthetargetsegment?
∙Whatarethechallengesthattheindustryisfacing(thatthenewinnovationrespondsto)?
Forexample,areproductsunreliable,highlyfallible,incompatible,requirelongtrainingperiods,providepoorperformance,expensive,notbroadlyavailable?
∙Whatwillbethebusinessresultsforusersifthesechallengesareovercome?
Forexample,greaterproductivity,lowercosts,shortertime-to-market
∙Whatwillbethebusinessresultsforusersin$/%terms?
Forexample,costswillbecutby$x,productivitywillbeincreasedbyx%.
∙Whohasthemosttogainfortheseimprovedbusinessbenefits?
Whoishurtingthemostfromthefactthattheindustryhasnotyetovercomethechallengesdescribedabove?
Whowillbewillingtopayfortheimprovedbusinessbenefits?
∙Whatistherevenueopportunity?
TheInnovation–ProductorServiceDescription
(3–5pages)
Thepurposeofthissectionistopresentthenewproductorserviceandshowhowitwillovercomethechallengespresentedabove.
OverviewoftheProductorService
∙Whatisthenewproduct/servicewhichthecompanyisproposing?
∙Whatstageofdevelopmentisitin?
∙Whatisthequantumleapthatmakesyoursolutionsuperior
ProductBenefits
∙Whatarethebenefitsofthenewproduct/servicetothedifferentmarkets?
Howdoesitresolvethechallengesdescribedabove?
∙Whowillreapthesebenefits?
Technology
Onwhichtechnologyistheproduct/servicebased?
Isthistechnologyunique?
Howcentralisthetechnologytotheproduct?
Whatisitsexpectedlifecycleandfuturegenerations?
Isitpatented?
Aretheresubstitutetechnologies?
ProductComparison
Conductacomparativeanalysisofyourproductandresourcesvs.thecompetingsolutions.Thisshouldincludecomparisonoftrackrecordandreputation,marketpenetration,technologicalcapabilities,strengthsandweaknessesofeachproduct,targetmarkets,abilitytomeetcustomerrequirements,featurecomparison,pricecomparison,etc.(presentinginatableisrecommended)
FutureProductRoadmap
∙Whatisthefutureproductroadmap?
Whatadditionalproductsmightthecompanydevelopinthefuture?
TheBusinessStrategy
(3-5pages)
TheBusinessStrategy
∙SWOTanalysis
∙Porter'sModel-5competitiveForces
∙Youshoulddiscussyourcompetitiveadvantage,howisitachieved,whataretheresourcesthatyouhaveorwillingtodevelopinordertoachievesustainablecompetitiveadvantage.
∙Whatwillthecompanysellandtowhom?
Howisitgoingtomakemoney?
∙Whichstagesofthevalue-addedchaindoesthefirmoccupy?
Whoareitssuppliers,whoareitsimmediatecustomers,whatmarketingchannelsdoesthefirmuse?
Howdoestheproduction,marketingandafter-salesservicing?
∙Howdoyouchoseyourgereicstrategy?
Howisthefirmgoingtopositionitselfintheindustry:
nicheplayer,differentiatororcostleader?
MethodsofDoingBusiness
∙Whataretherevenuestreams?
FutureOpportunities
∙Whataretheplansforthefuture?
Marketexpansions,newproducts,newdirections.
MarketingandSales
(4-5pages)
Thepurposeofthissectionistodefinethemarketingstrategy:
thespecificmarketsegmentsthecompanywillbeoperatinginandhowthecompanywillpenetratethosesegments.
MarketResearch
∙Whatarethemainresultsofthemarketresearch?
∙Whataretheconclusionsderivedfromthemarketresearchresults?
MarketingPlan
∙Marketingmix–4Ps.Howwillthecompanyachieveitssales/marketsharegoals?
Whatarethedistributionchannels?
Whatwillbethepricingpolicy?
Whatadvertising/PRactivitieswillberequired?
WhatistheadvertisingandPRbudgetanditsallocationtothemediachannels?
TargetMarkets
∙Havepotentialcustomersineachmarketsegmentbeencontacted?
Whatfeedbackhasbeenreceivedfrompotentialcustomersineachtargetmarketsegment?
Anysignedagreements?
∙Whichmarketswillthecompanyfocusonfirstandwhy?
∙Whatarethemarketsharegoalsforthecompany–shorttermandlongterm?
ResearchandDevelopment
(2-3pages)
ThepurposeofthissectionistopresentadetailedplanoftheR&Dprogramincludingmilestonesandadescriptionofthetimeandresourcesrequiredtoachievethosemilestones.
Thissectionshouldinclude:
∙WhatR&Dhasbeendonetodate?
Whatstageisdevelopmentat:
alpha,beta,stageI-IV?
∙Howlongwillittaketodeveloptheproduct/serviceuntilitisreadyforcommercialuse?
FollowingisasampleGanttchartforthispurpose:
Milestones
Q1
Q2
Q3
Q4
Q5
Q6
DetailedDesign
Regulatorytests
Integration
Testing+Debug
AlphaSite
BetaSite
1stShipments
∙Whatresourceswillberequired–equipmentandmanpower?
Howmuchwillitcost?
Thiscanalsobeprovidedingraphform.
∙Howdoesthetechnicalsupportprogramwork?
Whatkindofsupportisneeded?
Operation/Manufacturing
(2-3pages)
Thepurposeofthissectionistopresentthe