麦肯锡手把手教你写商业计划书文档格式.docx
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麦肯锡手把手教你写商业计划书文档格式.docx
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2.2Elementsofapromisingbusinessidea9
2.3Protectingyourbusinessidea13
2.4Presentingtoinvestors14
3.THEBUSINESSPLAN16
3.1Advantagesofabusinessplan16
3.2Characteristicsofasuccessfulbusinessplan16
3.3Theinvestor'
spointofview18
3.4Tipsonpreparingaprofessionalbusinessplan21
4.STRUCTUREANDKEYELEMENTSOFABUSINESSPLAN23
4.1Executivesummary23
4.2Productorservice24
4.3Managementteam26
4.4Marketandcompetition28
4.5Marketingandsales32
4.6Businesssystemandorganization37
4.7Implementationschedule41
4.8Opportunitiesandrisks42
4.9Financialplanningandfinancing42
5.CASESTUDY:
"
CITYSCAPE"
48
5.1"
CityScape"
:
Ideaandbusinessconcept48
5.2"
Businessplan49
5.2.1.-EXECUTIVESUMMARY50
5.2.2.-SERVICEIDEA52
5.2.3.-MANAGEMENTTEAM53
5.2.4.-MARKETANDCOMPETITION54
5.2.5.-COMPETITORANALYSIS55
5.2.6.–CITYSCOPE'
SCOMPETITIVEADVANTAGES56
5.2.6.-MARKETINGANDSALES57
5.2.7.-BUSINESSSYSTEMANDORGANIZATION58
5.2.8.-IMPLEMENTATIONSCHEDULE60
5.2.9.-OPPORTUNITIESANDRISKS61
5.2.10.-FINANCIALPLANNINGANDFINANCING62
5.3.-Critiqueofelementsof"
businessplan68
Preface
ThisGuidetowritingabusinessplanisdesignedtohelpyouindevelopingyourbusinessidea,"
fromconcepttocompany"
.Itdetailsthecontents,scope,andstructureofabusinessplanandtheexpectationsventurecapitalistshavewhenreadingone,andprovidesvaluablepointersonstartingupacompany.
TheGuideisnotintendedasabusinessstudiesresourcenorisitatheoreticaltreatiseonthenatureofbusinessplansperse.Rather,itofferspracticaltipstohelpyougetstartedsettingupyourcompany.Naturally,thereisnoguaranteethatallaspectsofthisGuidewillberelevanttoyourparticularcompanyorthatalltopicsrelevanttoyourcompanywillbecovered.The"
Keyquestions"
aboutthemainelementsofabusinessplanmakenoclaimtocompleteness;
thosequestionsnotrelevanttoyourspecificbusinessplanneednotbeanswered.
IfyouarereadingthisGuidebecauseyouhaveabusinessideayouwanttotransformintoasuccessfulcompany,weofferyouawordofencouragement:
Makethemostofthisopportunity!
McKinsey&
Company,Inc.
1.TheRoutefromConcepttoCompany
New,innovativecompaniesgenerallytrytogrowfromastartupintoanestablishedcompanywithinfiveyears.Buttheycanseldomfinancetheiractivitiesalonealongtheway.Rather,theyaredependentonprofessionalinvestorswithconsiderablefinancialclout.Forentrepreneurs,financingisanexistentialquestion–thebusinessplanmustthusbeviewedfromthepointofviewofpotentialinvestorsrightfromtheoutset.
1.1Successfactors
Successfulcompaniesarisefromacombinationoffiveelements(exhibit1).
1.Nobusinessconcept,nobusiness.Havinganideaisjustthebeginningofthecreativeprocess.Manyentrepreneursareinitiallyinfatuatedwiththeirinspiration,losingsightofthefactthattheirideaisthepointofdepartureforalongprocessofdevelopmentwhichmustface–andwithstand–toughchallengesbeforeitcanenjoyfinancingandmarketsuccessasamaturebusinessconcept.
2.Moneymatters.Withoutfindingsomebodywhoinvestsmoneyintogrowingtheideaintoaviablebusiness,thisbusinesswillneverbecomeareality.Therefore,fromearlyonalotofattentionhastobeputonconvincinginvestorstoprovidethenecessaryfunding.
3.Noentrepreneurs,noenterprise.Growingnewfirmsisnotaone-personjob.Itcanonlysucceedwithateamof,usually,threetofiveentrepreneurswhosetalentsarecomplementary.Puttingtogetherwell-functioningteamsisknowntobeadifficultprocess,takingtime,energyandanunderstandingofhumannature.Donotloseanytimeinputtingyourteamtogether,andworkonperfectingitthroughouttheentirestartupprocess.Thecharacteristicsofahigh-performancemanagementteamarediscussedinmoredetailinsection5.3ofthisGuide.
4.Traditionalserviceproviderswillhelpyouclearthefirsthurdles.Youwilloftenneedtheadviceofprofessionalserviceproviderssuchaspatentlawyers,taxadvisors,andmarketresearchers,especiallyatthebeginning.Gettingtherightinformationearly,e.g.,forregisteringapatent,canhaveconsequencesforlatersuccessorfailure.
5.Strongnetworksarea"
shotinthearm"
foreverynewcompany.Professionalguidanceofpotentialentrepreneursbymeansofanetworkofnon-materialsponsors,entrepreneurs,venturecapitalists,andserviceprovidersisdecisiveinmakingviableideasintorealcompanies.PrimeexamplesforsuchregionalnetworkscanbefoundinSiliconValleyandtheBostonarea.
1.2Stagesofdevelopment
Thetypicalprogressionofthestartupanddevelopmentofgrowingcompaniesintoestablishedfirmscanbesubdividedintothreestages.Theendofeachstageservesasamilestoneforventurecapitalistsbywhichtogaugethestatusoftheirinvestment.Beingfamiliarwitheachstageandthechallengesitposesmayspareyouwastedenergyanddisappointment.Pleasenote,however,thatthethreestagesinthedevelopmentofafunctioningstartupdonotmatchthethreephasesinthedevelopmentofabusinessplanwithintheframeworkofthiscompetition(seeexhibit2).
Ifyouintendtobesuccessful,thisstartupprocessshouldinfluencebothyouractivitiesastheinitiatorofabusinessconceptandyourpathtowardformingyourowncompany.Toalargeextent,itisthedemandsofinvestorsthatwilldeterminehowyoumustapproachtheindividualstagesofthestartup.
Stage1:
Businessideageneration.Inthebeginningistheinspiration–yoursolutiontoaproblem.Itmustbeevaluatedtodetermineifitdeliversanactualcustomervalue,whetherthemarketisbigenough,andjusthowbigitwillbe.Theideaitselfhasnointrinsiceconomicvalue.Itacquireseconomicvalueonlyafterithasbeensuccessfullytransformedintoaconceptwithaplanandimplemented.
Youwillneedtostartputtingtogetheryourteamassoonaspossible,andfindingpartnerswhocandevelopyourproductorserviceuntilitisreadyformarket(oratleastuntilshortlybefore).Inthecaseofproducts,thisusuallyinvolvesafunctioningprototype.Youwillmostlikelyhavetodowithoutventurecapitalduringthisstage.Youwillstillbefinancingyourplanwithyourownmoney,helpfromfriends,perhapsstateresearchsubsidies,contributionsfromfoundationsorothergrants.Investorsrefertothisas"
seedmoney,"
asyourideaisstillaseedling,notyetexposedtotheharshclimateofcompetition.
Yourobjectiveatthisstageistopresentyourbusinessconceptandmarket–whichformsthefoundationofyournewcompany–soclearlyandconciselyastopiquetheinterestofpotentialinvestorsinhelpingyoucultivateyourideafurther.
Stage2:
Businessplanpreparation.Atthisstage,itismostimportanttofocusonthebigpicture:
don'
tlosesightoftheforestforthetrees!
Thebusinessplanitselfwillhelpyoudothisasyoumustconsiderandweightherisksinvolved,prepareforanycontingency,learntoanticipateavarietyofpossiblesituationsor"
scenarios."
Youwillneedtolaydownplansandcreateabudgetforthekeyactivitiesofthebusiness–fordevelopment,production,marketing,distributionandfinance.Naturally,youwillneedtomakemanydecisions,suchaswhichcustomersorsegmentswillyoutarget?
Whatpricewillyouaskforyourproductorservice?
Whatisthebestlocationforyourbusiness?
Willyouhandleproductionyourselforoutsourceittothirdparties?
Andsoon.
Inpreparingthebusinessplanyouwillcomeincontactwithmanypeopleoutsideyourstartupteam.Inadditiontoinvestors,youwilltalktomanyspecialists:
attorneys,taxadvisors,experiencedentrepreneurs,adexperts.Thebusinessplancompetitionorganizerswillhelpyougetintouchwithjusttherightpeople.Youwillalsohavetobeginreachingouttoyourpotentialcustomers,i.e.,bymeansofconsumersurveys,tomakeinitialassessmentsofyourmarket.Alwayskeepinmindthatcustomeracceptanceisanessentialprerequisitetothesuccessofyourcompany!
Seekoutaboutpossiblesuppliersandperhapscloseyourfirstagreements.Youwillalsowanttobecomeawareofwhoyourcompetitorsare.
Thiswholeprocesswillnotcomecheap.Theteammustearnaliving,youmustrunarudimentaryoperation,andperfectaprototype.Yetatthisstage,youshouldalsobeabletoestimateyourexpenses.Financingwillgenerallystillbeprovidedfromthesamesourcesyoureliedonduringstageone,althoughsomeinvestorsmaybewillingtomaketheoccasionaladvance.
Thisstageconcludessuccessfullyforyouasanewentrepreneurwhenaninvestorexpressesawillingnesstofinanceyourundertaking.
Stage3:
Startupandgrowth.Nowthattheconceptualworkislargelycomplete,itistimetostartimplementingyourbusinessplan.
Yourrolenowchangesfromthatofarchitecttothatofbuilder.Businesssuccessmustnowbesoughtandachievedonthemarket.Thedayofreckoninghascomewhenyouwilllearnwhetheryourbusinessconceptwasagoodandultimatelyprofitableone.
Investorexitenroutetobecominganestablishedcompany.Thepull-outofyourinitialinvestorsisacompletelynormalstepinthedevelopmentofastartup,forifeverythinghasgonewell,yourriskyventurewillhavegraduallybecomeastableenterprise(seeexhibit3).Inthecourseofitsshortlife,youhavecreatedanumberofj
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