商业计划书基本内容英文版.docx
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商业计划书基本内容英文版.docx
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商业计划书基本内容英文版
1
TableofContents
1.TheRoutefromConcepttoCompany...............................................................................21.1.Successfactors............................................................................................................2
1.2.Stagesofdevelopment..............................................................................................3
2.TheBusinessIdea..................................................................................................................62.1.Developingabusinessidea......................................................................................62.2.Elementsofapromisingbusinessidea...................................................................72.3.Protectingyourbusinessidea................................................................................10
2.4.Presentingyourideatoinvestors..........................................................................11
3.TheBusinessPlan................................................................................................................133.1.Advantagesofabusinessplan...............................................................................133.2.Characteristicsofasuccessfulbusinessplan.......................................................133.3.Theinvestor’spointofview...................................................................................15
3.4.Tipsonpreparingaprofessionalbusinessplan..................................................17
4.StructureandKeyElementsofaBusinessPlan..............................................................194.1.Executivesummary.................................................................................................194.2.Productorservice....................................................................................................214.3.Managementteam...................................................................................................224.4.Marketandcompetition.........................................................................................244.5.Marketingandsales.................................................................................................274.6.Businesssystemandorganization........................................................................324.7.Implementationschedule.......................................................................................364.8.Opportunitiesandrisks..........................................................................................384.9.Financialplanningandfinancing..........................................................................38
2
Exhibit2
KEYFACTORSFORSUCCESSOFINNOVATIVESTART-UPS
Ideas
.Degreeof
innovation
.Scope
.Patent
Capital
.Availability/amount
.Needs/
responsibilities
.Exitsforinvestors
People
.Inventors
.Entrepreneurs
.Team
members
Traditionalservice
providers
.Attorneys
.Patentlawyers
.Taxconsultants/
accountants
.Market
researchers
Networkandexchange
.Coaching
.Networking
.Teambuilding
.Innovativeserviceprovider
–Venturecapitalists
–Headhunters
–Angelinvestors
–High-techstart-up
consultants
1.THEROUTEFROMCONCEPTTO
COMPANY
New,innovativecompaniesgenerallytrytogrowfromstart-upsintoestablishedcompanieswithin5years.Buttheycanseldomfinancetheiractivitiesalonealongtheway.Rather,theyaredependentonprofessionalinvestorswithconsiderablefinancialclout.Forentrepreneurs,financingisacriticalquestion–thebusinessplanmustthusbeconsideredfromthepointofviewofpotentialinvestorsrightfromtheoutset.
1.1.Successfactors
Successfulcompaniesarisefromacombinationoffiveelements(Exhibit2.
1.Nobusinessconcept,nobusiness
Havinganideaisjustthebeginningofthecreativeprocess.Manyentrepreneursareinitiallyinfatuatedwiththeirinspiration,losingsightofthefactthattheirideaisthepointofdepartureforalongprocessofdevelopmentwhichmustface–andwithstand–toughchallengesbeforeitcanenjoyfinancingandmarketsuccessasamaturebusinessconcept.
2.Moneymatters
Withoutsomebodywhoinvestsmoneyintotheideatogrowitintoaviablebusiness,thisbusinesswillneverbecomeareality.Fromearlyon,therefore,muchattentionmustbepaidtoconvincinginvestorstoprovidethenecessaryfunding.
3
Exhibit3
STAGESOFSTART-UPDEVELOPMENT
Businessidea
generation
Businessplan
preparation
Start-up
andgrowth
Established
company
Interestof
investors
Financing
decisions
Exitof
initial
investors
3.Noentrepreneurs,noenterprise
Growingnewfirmsisnotaone-personjob.Itcanonlysucceedwithateamof,usually,threetofiveentrepreneurswhosetalentsarecomplementary.Puttingtogetherwell-functioningteamsisadifficultprocess–onethattakestime,energy,andanunderstandingofhumannature.Donotloseanytimeinputtingyourteamtogetherandworkonperfectingitthroughouttheentirestart-upprocess.Thecharacteristicsofahigh-performancemanagementteamarediscussedinmoredetailinsection6.3ofthisGuide.
4.Traditionalserviceproviderswillhelpyouclearthefirsthurdles
Youwilloftenneedtheadviceofprofessionalserviceproviders,suchaspatentlawyers,taxadvisors,andmarketresearchers-especiallyatthebeginning.Gettingtherightinformationearly(e.g.,forregisteringapatentcanhaveconsequencesforlatersuccessorfailure.
5.Strongnetworksarea"shotinthearm"foreverynewcompany
Professionalguidanceforpotentialentrepreneursthroughanetworkofsponsors,entrepreneurs,venturecapitalists,andserviceprovidersisdecisiveintransformingviableideasintorealcompanies.PrimeexamplesforsuchregionalnetworkscanbefoundinSiliconValleyandtheBostonarea.
1.2.Stagesofdevelopment
Thetypicalprogressionofthestart-upanddevelopmentofgrowingcompaniesintoestablishedfirmscanbesubdividedintothreestages.Theendofeachstageservesasamilestoneforventurecapitalistsbywhichtogaugethestatusoftheirinvestment.Beingfamiliarwitheachstageandthechallengesitposesmayspareyouwastedenergyanddisappointment.Pleasenote,however,thatthethreestagesinthedevelopmentofafunctioningstart-updonotmatchthethreephasesinthedevelopmentofabusinessplanwithintheframeworkofthiscompetition(seeExhibit3.
Ifyouintendtobesuccessful,thisstart-upprocessshouldinfluencebothyouractivitiesastheinitiatorofabusinessconceptandyourpathtowardformingyourowncompany.Toalargeextent,itisthedemandsofinvestorsthatwilldeterminehowyoumustapproachtheindividualstagesofthestart-up.
4
Stage1:
Businessideageneration
Thebeginningistheinspiration–yoursolutiontoaproblem.Itmustbeevaluatedtodetermineifitdeliversanactualcustomervalue,whetherthemarketisbigenough,andjust
howbigitwillbe.Theideaitselfhasnointrinsiceconomicvalue.Itacquireseconomicvalueonlyafterithasbeensuccessfullytransformedintoaconceptwithaplanandimplemented.Youwillneedtostartputtingtogetheryourteamassoonaspossible,findingpartnerswhocandevelopyourproductorserviceuntilitisreadyformarket(oratleastuntilshortlybefore.Inthecaseofproducts,thisstageusuallyinvolvesafunctioningprototype.Youwillmostlikelyhavetodowithoutventurecapitalduringthisstage.Youwillstillbefinancingyourplanwithyourownmoney,helpfromfriends,perhapsstateresearchsubsidies,contributionsfromfoundations,orothergrants.Investorsrefertothisas"seedmoney,"asyourideaisstillaseedling,notyetexposedtotheharshclimateofcompetition.
Yourobjectiveatthisstageistopresentyourbusinessconceptandmarket–whichformsthefoundationofyournewcompany–soclearlyandconciselyastopiquetheinterestofpotentialinvestorsinhelpingyoucultivateyourideafurther.
Stage2:
Businessplanpreparation
Atthisstage,itismostimportanttofocusonthebigpicture:
Don'tlosesightoftheforestforthetrees!
Thebusinessplanitselfwillhelpyoutofocusasyoumustconsiderandweightherisksinvolved,prepareforanycontingency,andlearntoanticipateavarietyofpossiblesituationsor"scenarios."Youwillneedtolaydownplansandcreateabudgetforthekeyactivitiesofthebusiness–fordevelopment,production,marketing,distribution,andfinance.Naturally,youwillneedtomakemanydecisions,suchaswhichcustomersorsegmentswillyoutarget?
Whatpricewillyouaskforyourproductorservice?
Whatisthebestlocationforyourbusiness?
Willyouhandleproductionyourselforoutsourceittothirdparties?
Andsoon.
Inpreparingthebusinessplan,youwillcomeincontactwithmanypeopleoutsideyourstartupteam.Inadditiontoinvestors,youwilltalktomanyspecialists,includingattorneys,taxadvisors,experiencedentrepreneurs,andexperts.Thebusinessplancompetitionorganizerswillhelpyougetintouchwithjusttherightpeople.Youwillalsohavetobeginreachingouttoyourpotentialcustomers(i.e.,bymeansofconsumersurveystomakeinitialassessmentsofyourmarket.Alwayskeepinmindthatcustomeracceptanceisanessentialprerequisitetothesuccessofyourcompany!
Scoutaboutforpossiblesuppliersandperhapscloseyourfirstagreements.Youwillalsowanttobecomeawareofwhoyourcompetitorsare.
Thiswholeprocesswillnotcomecheap.Theteammustcontinuetoearnalivingwhilerunningarudimentaryoperationandperfectingaprototype.Yetatthisstage,youshouldalsobeabletoestimateyourexpenses.Finan
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