BUSINESSPLANFORANESBLISHEDBUSINESS表格格式.docx
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BUSINESSPLANFORANESBLISHEDBUSINESS表格格式.docx
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BUSINESSPLANFORANESBLISHEDBUSINESS表格格式
BusinessPlanforanEstablishedBusiness
Thebusinessplanconsistsofanarrativeandseveralfinancialspreadsheets.Thenarrativetemplateisthebodyofthebusinessplan.Itcontainsover150questionsdividedintoseveralsections.Workthroughthesectionsinanyorderyoulike,exceptfortheExecutiveSummarywhichshouldbedonelast.Skipanyquestionsthatdonotapplytoyourbusiness.Whenyouarethroughwritingyourfirstdraft,youwillhaveacollectionofsmallessaysonthevarioustopicsofthebusinessplan.Thenyouwillwanttoeditthemintoasmoothflowingnarrative.
Therealvalueofdoingabusinessplanisnothavingthefinishedproductinhand;rather,thevalueliesintheprocessofresearchandthinkingaboutyourbusinessinasystematicway.Theactofplanninghelpsyoutothinkthingsthroughthoroughly,studyandresearchwhenyouarenotsureofthefacts,andlookatyourideascritically.Ittakestimenow,butavoidscostly,perhapsdisastrous,mistakeslater.
Thebusinessplannarrativeisagenericmodelsuitableforalltypesofbusinesses.However,youshouldmodifyittosuityourparticularcircumstances.Beforeyoubegin,reviewthesectionentitledRefiningthePlan,foundattheendofthebusinessplan.Itsuggestsemphasizingcertainareasdependinguponyourtypeofbusiness(manufacturing,retail,service,etc.).Italsohastipsforfine-tuningyourplantomakeaneffectivepresentationtoinvestorsorbankers.Ifthisiswhyyouarewritingyourplan,thenpayparticularattentiontoyourwritingstyle.Youwillbejudgedbythequalityandappearanceofyourworkaswellasyourideas.Foryourguidance,wehaveincludedadocumentcalledWritingGuide.Thisisanexampleofanexecutivesummarywritteninaclearandconcisestylesuitableforthistypeofdocument.
Ittypicallytakesseveralweekstocompleteagoodplan.Mostofthattimeisspentinresearchandre-thinkingyourideasandassumptions.Butthen,thatisthevalueoftheprocess.Somaketimetodothejobproperly.Thosewhodo,neverregrettheeffort.Andfinally,besuretokeepdetailednotesonyoursourcesofinformationandtheassumptionsunderlyingyourfinancialdata.
Tohelpyoucompletethenarrativeincludedinthisbusinessplantemplate,youcanfindtemplatesforfinancialspreadsheetsintheBusinessPlancategoryoftheMicrosoftOfficeTemplateGallery.
Whenyouclickonthelinksinthisdocument,yourbrowserwillautomaticallybelaunchedandopenedtothepagewhereyoucandownloadthetemplatesyouneedtocompletethesection.
Whenyouaredoneusingtheseinstructions,deletethembyclickingtheborderofthistextboxandthenpressingtheDELETEkey.
BusinessPlan
OWNERS
Businessname:
ExampleCorporation
Address:
AddressLine1
AddressLine2
City,ST22222
Telephone:
222-333-4444
Fax:
111-222-3333
Email:
xyz@
I.
Tableofcontents
II.
Executivesummary
Writethissectionlast!
Wesuggestyoumakeit2pagesorless.
Includeeverythingthatyouwouldcoverina5-minuteinterview.
Explainthefundamentalsofthebusiness:
whatisyourproduct,whoareyourcustomers,whoaretheowners,whatdoyouthinkthefutureholdsforyourbusinessandyourindustry?
Makeitenthusiastic,professional,completeandconcise.
Ifapplyingforaloan,stateclearlyhowmuchyouwant,preciselyhowyouaregoingtouseit,andhowthemoneywillmakeyourbusinessmoreprofitable,therebyensuringrepayment.
III.
GeneralCompanyDescription
MissionStatement:
Manycompanieshaveabriefmissionstatement,usuallyinthirtywordsorless,explainingtheirreasonforbeingandtheirguidingprinciples.Ifyouhaveamissionstatement,thisisagoodplacetoputitintheplan.Followedby:
companygoalsandobjectives,businessphilosophy.
Whatbusinessareyouin?
Whatdoyoudo?
Towhomdoyoumarketyourproducts?
Targetmarket?
(Brieflyhere-youwilldoamorethoroughexplanationintheMarketingsection).
Describeyourindustry.Isitagrowthindustry?
Whatchangesdoyouforeseeinyourindustry,andhowisyourcompanypoisedtotakeadvantageofthem?
Nowgiveadetaileddescriptionofthebusiness:
Formofownership:
SoleProprietor,Partnership,Corporation,LimitedLiabilityCorporation(LLC)?
CompanyHistory
Yearsinbusiness,previousowners,successes,failures,lessonslearned,reputationincommunity,salesandprofithistory,numberofemployees,andeventswhichaffectedyourcompany’ssuccess.Discusssignificantpastproblemsandhowyousolvedandsurvivedthem.
Mostimportantcompanystrengthsandcorecompetencies:
Whatfactorswillmakethecompanysucceed?
Whatareyourmajorcompetitivestrengths?
Significantchallengesthecompanyfacesnowandintheforeseeablefuture.Ifyouareaskingforfunding,goontoexplainhowthenewcapitalwillhelpyousuccessfullymeetthesechallenges.
Whatstrengthsdoyoupersonallybringtothebusiness?
Whatareyourplansforthefutureofthebusiness?
Growth?
Ifso,atwhatrateandhowwillyouachieveit?
Longterm:
Areyoudevelopingstrategiesforcontinuedgrowth,increasedproduction,diversification,oreventualsaleofbusiness?
Whatareyourtimeframesforthis?
IV.
Productsandservices
Describeindepthyourproductsand/orservices(technicalspecifications,drawings,photos,salesbrochures,andotherbulkyitemsbelongintheAppendix).
Whatfactorsgiveyoucompetitiveadvantagesordisadvantages?
Forexample,levelofqualityoruniqueorproprietaryfeatures.
Whatarethepricing,feeorleasingstructuresofyourproductsand/orservices?
V.
Marketingplan
Notesonpreparation:
Marketresearch:
Why?
Youspendsomuchtimeonmarketingrelatedmatters--customers,competitors,pricing,promotionandadvertising--thatitisnaturaltoassumeyouhavelittletolearn.However,everysmallbusinesscanbenefitfromdoingmarketresearchtomakesuretheyareontrack.Usethebusinessplanningprocessasyouropportunitytouncoverdataandquestionyourmarketingefforts.Itwillbetimewellspent.
Marketresearch-How?
Thereare2kindsofmarketresearch:
primaryandsecondary.
Secondaryresearchmeansusingpublishedinformationsuchasindustryprofiles,tradejournals,newspapers,magazines,censusdata,anddemographicprofiles.Thistypeofinformationisavailableinpubliclibraries,industryassociations,chambersofcommerce,vendorswhoselltoyourindustry,governmentagencies(CommerceDept.andstateandlocaldevelopmentagencies),andtheSBABusinessInformationCentersandOneStopCapitalShops.
Startwithyourlocallibrary.Mostlibrariansarepleasedtoguideyouthroughtheirbusinessdatacollection.Youwillbeamazedatwhatisthere.Therearemoreonlinesourcesthanyoucouldpossiblyuse.AgoodwaytostartisattheSBAsite,http:
//www.sba.gov/.Clickthe‘OutsideResources’buttonforagreatcollectionofresourcelinks.YourChamberofCommercehasgoodinformationonthelocalarea.Tradeassociationsandtradepublicationsoftenhaveexcellentindustryspecificdata.
Primarymarketresearchmeansgatheringyourowndata.Forexample,youcoulddoyourowntrafficcountataproposedlocation,usetheyellowpagestoidentifycompetitors,anddosurveysorfocusgroupinterviewstolearnaboutconsumerpreferences.Professionalmarketresearchcanbeverycostly,buttherearemanybooksoutthatshowsmallbusinessownershowtodoeffectiveresearchbythemselves.
Inyourmarketingplan,beasspecificaspossible;givestatistics&numbersandsources.Themarketingplanwillbethebasis,lateron,oftheall-importantsalesprojection.
TheMarketingPlan:
Economics
Factsaboutyourindustry:
Whatisthetotalsizeofyourmarket?
Doyouknowwhatpercentshareofthemarketyouhave?
(Thisisimportantonlyifyouareamajorfactorinthemarket)
Currentdemandintargetmarket
Growthhistory
Trendsintargetmarket-growthtrends,trendsinconsumerpreferences,andtrendsinproductdevelopment.
Growthpotentialandopportunityforabusinessofyoursize
Whatbarrierstoentrykeeppotentialnewcompetitorsfromfloodingintoyourmarket?
Highcapitalcosts
Highproductioncosts
Highmarketingcosts
Consumeracceptance/brandrecognition
Training/skills
Uniquetechnology/patents
Unions
Shippingcosts
Tariffbarriers/quotas
Howcouldthefollowingaffectyourcompany?
Changeintechnology
Governmentregulations
Changingeconomy
Changeinyourindustry
Products
IntheProducts/Servicessection,youdescribedyourproductsandservicesasyouseethem.Nowdescribethemfromyourcustomer’spointofview.
FeaturesandBenefits
Listallyourmajorproductsorservices
Foreachproduct/service:
Describethemostimportantfeatures.Thatis,whatdoestheproductdo?
Whatisspecialaboutit?
Now,foreachproduce/service,describeitsbenefits.Thatis,whatdoestheproductdoforthecustomer?
Notethedifferencebetweenfeaturesandbenefits,andthinkaboutthem.Forexample,ahousegivesshelterandlastsalongtime;thoseareitsfeatures.Itsbenefitsincludeprideofownership,financialsecurity,providingforthefamily,inclusioninaneighborhood.Youbuildfeaturesintoyourproductsoyoucansellthebenefits.
Whataftersaleservicesaresupplied?
Forexample:
delivery,warranty,servicecontracts,support,follow-up,orrefundpolicy.
Customers
Identifyyourcustomers,theircharacteristics,andtheirgeographiclocations;i.e.,demographics.
Thedescriptionwillbecompletelydifferentdependingonwhetheryouselltootherbusinessesordirectlytoconsumers.Ifyousellaconsumerproduct,butsellitthroughachannelofdistributors,
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