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: