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1、Page 0,Business Plan Business Plan Business Plan ,Page 1,Business Plan,Business Plan ,Page 2, Business Plan 8 . 1) / (Product/ Service) 2) (Market and Competition) 3) ( Marketing) 4) Business System 5) (Organization and HR) 6) (Opportunities and Risks) 7) (Implementation Schedule) 8) (Financial Plan
2、ning), , Business Idea ( ) (detailed plan) .,Business Plan ,Page 3, KFS(Key Factor for companys Success) , (Satisfied Customers)(ex) “ 200 .” (X) “ 25% .” (X) “ 25% .” (O) . (value proposition) (unique value) ., / ? ? ( Needs ?) Idea unique ?,Key Question, Business Idea , (Clear Customer Value),Page
3、 4, (Market of adequate size), / ( , , ) , ? ? ? ? ?, Business Idea (), , , ,1,2,3,4,Page 5, idea / business system 4 innovation ,(Microsoft),(Netscape), (Dell),Business System,/, Business Idea (), (Sufficient degree of innovation),Key Question, / ? Business System ?, , , ,1,2,3,4,Page 6, ( , / ) (
4、Cash Flow ), , , ,1,2,3,4, Business Idea (), (Feasibility and Profitability),Key Question, Idea ? Idea ? Gross Margin ? ? ? ? Cash Flow ?,Page 7,Business Plan Business Plan Business Plan ,Page 8,Business Plan Business Plan Business Plan , (Summary) / (Product/ Service) (Market and Competition) (Mark
5、eting) Business System (Organization and HR) (Opportunities and Risks) (Implementation Schedule) (Financial Planning),Business Plan ,Page 9,“Writing a business plan forces you into disciplined thinking, if you do an intellectually honest job. An idea may sound great, but when you put down all the de
6、tails and numbers it may fall apart.”,Business Plan (start-up, venture company ) Venture Capitalist . , project ., , project project ,Business Plan ,Business Plan ,Page 10, (Clarity): Business Plan () (Objectivity): Data (Simplicity): (Consistency): , , , Contents, Business Plan , , : /: / , : : : B
7、usiness risk Business ,Page 11, Business idea / 510 Check , (decision maker) Business Plan , 4 Business idea / Customer value , , .(Describe your business idea as clearly, compellingly, and concisely as you can), (Summary),Page 12,/ / / / ()/ ( )/ ( )/ () .,“If you dont know what the customer value
8、is, the whole thing is a waste of time.”,Business Plan / / ,/ , (Customer Value) / Business Plan / . / ,Page 13, ( ) ?,/ , ?, / , , ?, (Customer Value), / ?, ?, / ? ( / Value ?), / , / ?,Pilot Test Survey / ? ( ?), ?,/ ?,/ ?,/ ?,Yes,No,Check List (/),Page 14, (Market size and growth) , , (ex. , ) ,
9、, (Hypothesis) , fact (, ), ,“If there is no competition, there is probably no market.”, (Market and Competition),Page 15, (Build on solid foundation): , ( data) (Think logically): , (assumption) (Compare your sources): (, , ) (Be creative): (Check for plausibility): , (Market and Competition) (),Pa
10、ge 16, (Market Segmentation) - - , 3 1) (Measurability) 2) (Homogenous-within) 3) , , , : , / (), : , , , , , : , , , , : (, , ) , : , , : (; digital, analog) : / , : , , (Market and Competition) (),Page 17, (Competition) value, , , , , cost , , / intangible asset market positioning positioning: / (
11、position) (ex. , )positioning Map (),低,高,低,高,低,高, ,低,高,低,高,低,高, (Market and Competition) (),Page 18, , / , , , trend , , , , , , , (, Intangible) , , (, , ) , , , ,Check List ( ),Yes,No, (Market and Competition) (),Page 19,Price () / ( cost ) / . , . , (Penetration Strategy) (Skimming Strategy) , ,
12、,/ / , . , / , (ex. Netscape, Explorer) , ,“Marketing is far too important to be left to the marketing department.”, business launching marketing , 4Ps (Product, Price, Place, Promotion) . (Product / ), (Marketing),Page 20,/ . , / , , , , , , / ., . . 1) (Third-party Retailers) : 2) (Outside Agent)
13、: ( ) (commission) 3) (Franching) : / (ex. McDonalds, Seven-eleven)4) (Wholesalers) : 5) (Stores) : 6) (Own sales staff) : 7) Direct Mail : 8) Call Center : 9) Internet : Internet , (Marketing) (),Place (),Page 21,Promotion ( ) / (attention) , , , marketing communication , / , Need 1) ( Classic Adve
14、rtising) : , , TV, 2) Direct Marketing : mail, marketing, internet 3) PR (Public Relations) : , , 4) , (Exhibitions) 5) (Customer Visits) Promotion Promotion / focusing , (Marketing) (),Page 22,/ , (Promotion), , / , (Price), , cost , (Place), , (, ) ,/ Launching , ,/ , ,Check List (),Yes,No, (Marke
15、ting) (),Page 23,Business System / / .,Business System Value Chain, Make or Buy , .,Value Chain/ ( )Process Value activity ex) R&D Marketing activity ,Business System,Page 24, Business System Win-Win : : Business System ( ) (non-binding partnership): (close partnership): , : : ,Business System (), (
16、Make or Buy) Value Chain Process Core Skill Process Outsourcing (strategic significance), (suitability), (availability) Outsourcing , vendor ,Page 25,Value Chain , , ,Value Chain, Value Chain ,Value Chain cost ,Make or Buy, outsourcing , , , , , ,Outsourcing , ,Check List (Business System),Yes,No,Bu
17、siness System (),Page 26, ( ) Incubating TFT(Task Force Team) , Business Unit Mission Leader Team Skill, , Leader/Team KPI(Key Performance Index) Leader/Team (reward) / , (Organization and HR),Page 27, ,Leader/Team KPI ,KPI(Key Performance Index) Mission , , mission , , leader skill, , ,Leader/Team
18、(reward) , , skill, , ,Leader/Team or , ,Check List ( ),Yes,No, , (Organization and HR) (),Page 28, risk risk , , risk (impact) Risk Hedge Manage , , option Option ,“One of the greatest myths about entrepreneurs is that they are all risk seekers. All sane people want to avoid risk.”, (Opportunities
19、and Risks),Page 29, , risk , , , , risk ,Risk hedge , , , , , , option ,Option ,Check List ( ),Yes,No, (Opportunities and Risks) (),Page 30, (Drawing up your implementation schedule)1) : Chart 2) (Milestone): event 3) , 5 Project risk , (Implementation Schedule),Page 31, Chart ,Task,2000,1,2,3,4,5,6
20、,7,8,9,10,11,12,2001,2002,2003,(Development)Software Hardware Set-upTestMarketingCustomer Relationship/TFT / /Milestone, , (Implementation Schedule) (),Page 32, , Chart , Chart ,Business Plan (, , ) , (Milestone), (milestone) ,Milestone , , , , ,Check List ( ),Yes,No, (Implementation Schedule) (),Pa
21、ge 33, 5 (Minimum Requirement)1) (Cash Flow Statement), (Income Statement), (Balance Sheet)2) 5 , 1 3) 2 ( ), 4) (assumption) ( )5) (NPV, IRR, Payback ) (Sensitivity Analysis),“Planning substitutes chaos for mistakes.”, (Financial Planning),Page 34, , , . ( . unleveraged basis),A. (Revenue)B. (Cost)
22、, x , ,Year 1 5 ,C. (Gross Profit, A-B)D. (SG&A),E. (EBIDTA, C-D)F. (Depreciation),G. (EBIT,E-F)H. (Tax),I. (NOPLAT, G-H), (/) / / , , / , (Financial Planning) (),Page 35, (Cash Flow Statement) ,A. A.1. A.2. A.3. /() A.4. /() A.5. /() A.6. /()B. , x x x ( / ) ,C. (A - B)D. , ,Year 1 5 , (Financial P
23、lanning) (),Page 36, (Balance Sheet) ( / ),A. A.1. A.2. A.3. , ,C. (A+B)D. D.1. ,E. E.1. E.2. , , , ,F. (D + E),B. B.1. B.2. , (Financial Planning) (), ,Year 1 5 ,Page 37, (NPV: Net Present Value), (IRR : Internal Rate of Return), (Payback Period) ,A. (from ),Year 1,Year 2,Year 3,Year 4,Year 5,Perpe
24、tuity,Total,B. (from ),C. : ,D. Perpetuity : (EBITDA) x Multiple ( ),E. (i) : + ( risk ) ,F. :,G. NPV : (A x F + D x F),H. IRR : A + D Zero ,1/(1+i),1/(1+i),1/(1+i)4,1/(1+i),1/(1+i)5,1/(1+i)5, Perpetuity : / , (Financial Planning) (),Page 38, /(key driver) , , risk risk factor key driver , , . Key D
25、river ,Key Driver,-20%,NPV IRR ,-10%,Base,+10%,+20%,NPV IRR , (Financial Planning) (),Page 39, , , / , 3 , , , cost , , , , , ,Perpetuity , ,NPV, IRR, Payback Period , (key driver) , ,Check List ( ),Yes,No, (Financial Planning) (),Page 40,Business Plan Business Plan Business Plan ,Page 41, Business Plan , ., ,- / / / / - , () / / / (, , ) - / / / / - - / / / * . - END OF DOCUMENT -,
