Business Plan for a Startup BusinessWord文档格式.docx

Business Plan for a Startup BusinessWord文档格式.docx

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I.TableofContents

I.TableofContents3

II.ExecutiveSummary3

III.GeneralCompanyDescription3

IV.ProductsandServices3

V.MarketingPlan3

VI.OperationalPlan3

VII.ManagementandOrganization3

VIII.PersonalFinancialStatement3

IX.StartupExpensesandCapitalization3

X.FinancialPlan3

XI.Appendices3

XII.RefiningthePlan3

II.ExecutiveSummary

Writethissectionlast.

Wesuggestthatyoumakeittwopagesorfewer.

Includeeverythingthatyouwouldcoverinafive-minuteinterview.

Explainthefundamentalsoftheproposedbusiness:

Whatwillyourproductbe?

Whowillyourcustomersbe?

Whoaretheowners?

Whatdoyouthinkthefutureholdsforyourbusinessandyourindustry?

Makeitenthusiastic,professional,complete,andconcise.

Ifapplyingforaloan,stateclearlyhowmuchyouwant,preciselyhowyouaregoingtouseit,andhowthemoneywillmakeyourbusinessmoreprofitable,therebyensuringrepayment.

III.GeneralCompanyDescription

Whatbusinesswillyoubein?

Whatwillyoudo?

MissionStatement:

Manycompanieshaveabriefmissionstatement,usuallyin30wordsorfewer,explainingtheirreasonforbeingandtheirguidingprinciples.Ifyouwanttodraftamissionstatement,thisisagoodplacetoputitintheplan,followedby:

CompanyGoalsandObjectives:

Goalsaredestinations—whereyouwantyourbusinesstobe.Objectivesareprogressmarkersalongthewaytogoalachievement.Forexample,agoalmightbetohaveahealthy,successfulcompanythatisaleaderincustomerserviceandthathasaloyalcustomerfollowing.Objectivesmightbeannualsalestargetsandsomespecificmeasuresofcustomersatisfaction.

BusinessPhilosophy:

Whatisimportanttoyouinbusiness?

Towhomwillyoumarketyourproducts?

（Stateitbrieflyhere—youwilldoamorethoroughexplanationintheMarketingPlansection）.

Describeyourindustry.Isitagrowthindustry?

Whatchangesdoyouforeseeintheindustry,shorttermandlongterm?

Howwillyourcompanybepoisedtotakeadvantageofthem?

Describeyourmostimportantcompanystrengthsandcorecompetencies.Whatfactorswillmakethecompanysucceed?

Whatdoyouthinkyourmajorcompetitivestrengthswillbe?

Whatbackgroundexperience,skills,andstrengthsdoyoupersonallybringtothisnewventure?

Legalformofownership:

Soleproprietor,Partnership,Corporation,Limitedliabilitycorporation（LLC）?

Whyhaveyouselectedthisform?

IV.ProductsandServices

Describeindepthyourproductsorservices（technicalspecifications,drawings,photos,salesbrochures,andotherbulkyitemsbelonginAppendices）.

Whatfactorswillgiveyoucompetitiveadvantagesordisadvantages?

Examplesincludelevelofqualityoruniqueorproprietaryfeatures.

Whatarethepricing,fee,orleasingstructuresofyourproductsorservices?

V.MarketingPlan

Marketresearch-Why?

Nomatterhowgoodyourproductandyourservice,theventurecannotsucceedwithouteffectivemarketing.Andthisbeginswithcareful,systematicresearch.Itisverydangeroustoassumethatyoualreadyknowaboutyourintendedmarket.Youneedtodomarketresearchtomakesureyou’reontrack.Usethebusinessplanningprocessasyouropportunitytouncoverdataandtoquestionyourmarketingefforts.Yourtimewillbewellspent.

Marketresearch-How?

Therearetwokindsofmarketresearch:

primaryandsecondary.

Secondaryresearchmeansusingpublishedinformationsuchasindustryprofiles,tradejournals,newspapers,magazines,censusdata,anddemographicprofiles.Thistypeofinformationisavailableinpubliclibraries,industryassociations,chambersofcommerce,fromvendorswhoselltoyourindustry,andfromgovernmentagencies.

Startwithyourlocallibrary.Mostlibrariansarepleasedtoguideyouthroughtheirbusinessdatacollection.Youwillbeamazedatwhatisthere.Therearemoreonlinesourcesthanyoucouldpossiblyuse.Yourchamberofcommercehasgoodinformationonthelocalarea.Tradeassociationsandtradepublicationsoftenhaveexcellentindustry-specificdata.

Primaryresearchmeansgatheringyourowndata.Forexample,youcoulddoyourowntrafficcountataproposedlocation,usetheyellowpagestoidentifycompetitors,anddosurveysorfocus-groupinterviewstolearnaboutconsumerpreferences.Professionalmarketresearchcanbeverycostly,buttherearemanybooksthatshowsmallbusinessownershowtodoeffectiveresearchthemselves.

Inyourmarketingplan,beasspecificaspossible;

givestatistics,numbers,andsources.Themarketingplanwillbethebasis,lateron,oftheall-importantsalesprojection.

Economics

Factsaboutyourindustry:

∙Whatisthetotalsizeofyourmarket?

∙Whatpercentshareofthemarketwillyouhave?

（Thisisimportantonlyifyouthinkyouwillbeamajorfactorinthemarket.）

∙Currentdemandintargetmarket.

∙Trendsintargetmarket—growthtrends,trendsinconsumerpreferences,andtrendsinproductdevelopment.

∙Growthpotentialandopportunityforabusinessofyoursize.

∙Whatbarrierstoentrydoyoufaceinenteringthismarketwithyournewcompany?

Sometypicalbarriersare:

oHighcapitalcosts

oHighproductioncosts

oHighmarketingcosts

oConsumeracceptanceandbrandrecognition

oTrainingandskills

oUniquetechnologyandpatents

oUnions

oShippingcosts

oTariffbarriersandquotas

∙Andofcourse,howwillyouovercomethebarriers?

∙Howcouldthefollowingaffectyourcompany?

oChangeintechnology

oChangeingovernmentregulations

oChangeintheeconomy

oChangeinyourindustry

Product

IntheProductsandServicessection,youdescribedyourproductsandservicesasyouseethem.Nowdescribethemfromyourcustomers’pointofview.

FeaturesandBenefits

Listallofyourmajorproductsorservices.

Foreachproductorservice:

∙Describethemostimportantfeatures.Whatisspecialaboutit?

∙Describethebenefits.Thatis,whatwilltheproductdoforthecustomer?

Notethedifferencebetweenfeaturesandbenefits,andthinkaboutthem.Forexample,ahousethatgivesshelterandlastsalongtimeismadewithcertainmaterialsandtoacertaindesign;

thoseareitsfeatures.Itsbenefitsincludeprideofownership,financialsecurity,providingforthefamily,andinclusioninaneighborhood.Youbuildfeaturesintoyourproductsothatyoucansellthebenefits.

Whatafter-saleserviceswillyougive?

Someexamplesaredelivery,warranty,servicecontracts,support,follow-up,andrefundpolicy.

Customers

Identifyyourtargetedcustomers,theircharacteristics,andtheirgeographiclocations,otherwiseknownastheirdemographics.

Thedescriptionwillbecompletelydifferentdependingonwhetheryouplantoselltootherbusinessesordirectlytoconsumers.Ifyousellaconsumerproduct,butsellitthroughachannelofdistributors,wholesalers,andretailers,youmustcarefullyanalyzeboththeendconsumerandthemiddlemanbusinessestowhichyousell.

Youmayhavemorethanonecustomergroup.Identifythemostimportantgroups.Then,foreachcustomergroup,constructwhatiscalledademographicprofile:

∙Age

∙Gender

∙Location

∙Incomelevel

∙Socialclassandoccupation

∙Education

∙Other（specifictoyourindustry）

Forbusinesscustomers,thedemographicfactorsmightbe:

∙Industry（orportionofanindustry）

∙Sizeoffirm

∙Quality,technology,andpricepreferences

Competition

Whatproductsandcompanieswillcompetewithyou?

Listyourmajorcompetitors: